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Study: Smartphone in the fast lane

Study: Smartphone in the fast lane
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Christian Boas

The recent study by Kantar TNS shows that the way we use the Internet is changing more and more. More Internet-enabled devices, more Internet usage: The equipment landscape in German households has changed drastically in recent years. The number of available screens is growing, especially with smartphones: 87 percent now use a smartphone; five years ago, the share was only 43 percent, and in 2011 it was 17 percent.

Folie 1 - TNS Convergence  Monitor 2018. (Bild: TNS)

Nearly all households have a TV (96 percent), 83 percent of households have a computer, 68 percent of them are notebooks. Even a tablet is present in more and more households, after an increase compared to the previous year now in 39 percent of households.

Folie 2 - TNS Convergence  Monitor 2018. (Bild: TNS)

The number of available devices is also increasing Internet use: 90 percent of 14- to 69-year-olds are now online at least once a day. The most used smartphone is nowadays (74 percent), almost as often it is still the PC or notebook (73 percent). The tablet ranks third, with 31 percent using the Internet daily. 39 percent of households know that they can go to the Internet with their TV, 23 percent also use this opportunity. In the useful life, this also affects: The Smart TV is now longer used for Internet offerings than the Tablet, since the online use of the TV is mainly focused on moving image and thus on longer usage units.
Folie 3 - TNS Convergence  Monitor 2018. (Bild: TNS)
On average, every online user uses the Internet with 2.2 different devices. The most popular is a combination of large and small screen, for example, PC and smartphone (35 percent of online users) or PC, smartphone and tablet (17 percent). The younger the users, the more devices are used. The smartphone is then almost always part of the device combination, in the 14- to 29-year-olds this device comes with some distance more often used than the PC or notebook.

Other Internet-enabled device types are less common, but allow even more specific Internet use such as e-book readers or wireless radios or a new usage approach such as smart watches or smart speakers. Although the share of households with these devices is still in the single-digit range, a diversification of the online experience is already apparent here: The variation in online-enabled devices tends to increase.

Another device trend is the picture experience in the foreground: More and more TVs allow HD quality, an increasing proportion is equipped with Ultra HD. The use of the corresponding television channels in high resolution is also increasing: 76 percent of the respondents say they watch broadcasters in HD, the increase over the previous year is four percentage points. In contrast, virtual reality plays hardly a role, a corresponding pair of glasses is only available in one percent of households and a growth trend is not recognizable.

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