Beauty Store Business magazine - January, 2020

Americans Have Highest Smartphone Usage

Americans are now spending an average of 4.7 hours a day on their smartphones—more than their counterparts in at least 11 countries around the world—according to a new monthly report from measurement firm Informate Mobile Intelligence, which tracks and measures consumer use of smartphones in 12 countries.

"Smartphones are becoming the primary screen for consumers here in the United States and around the world," said Informate Mobile Intelligence CEO Will Hodgman. "But, surprisingly, none of the traditional digital-measurement firms have taken this unequivocal dynamic seriously outside of the United States and a few international countries. This is not a U.S and developed-country dynamic. It is a global sea change. That's a powerful new dimension that we bring to the table."

This first International Smartphone Mobility Report provides insight into how consumers are using their smartphones in growing global markets, including Argentina, Brazil, India, Indonesia, Malaysia, Mexico, the Philippines, Qatar, South Africa, Thailand, Turkey and the United States. By the end of 2015, plans are for the monthly report to expand to more than 25 developed and developing countries, including Australia, China, France, Germany, Japan, Russia, South Korea and the United Kingdom, to name a few.

As Americans spend the most time per day on their smartphones at 4.7 hours, the following countries spend the least amount of time on their smartphones, at under two hours each: Argentina, Brazil and Mexico.

The United States has the highest average rate of monthly data consumption at 20 gigabytes. Indonesia's average consumption measured the lowest at three gigabytes per month. The report also found that Indonesia had the highest share of cellular data traffic at 59% (and lowest Wi-Fi at 41%), and that Mexico and Brazil had the lowest cellular data traffic at 5% (95% Wi-Fi).

Furthermore, Google properties represented at least six of the Top 10 apps accessed across all markets. Facebook properties, including Facebook Messenger, WhatsApp and Instagram, accounted for the rest. In regard to entertainment apps, video and media-player genres had a higher reach as compared to radio and TV. Video apps usage was highest in Mexico. Music usage was highest in India. Radio and TV apps were most popular in the United States.

Informate has assembled consumer panels in 12 countries via the distribution of a free utility app called Data Diary. Data Diary enables consumers to monitor and improve their data usage on smartphones and tablets by measuring both on-device and network activity. Each panelist opts in and is ensured that all of his/her data is anonymous and aggregated to ensure that no personal information is disclosed. Data for the report were collected during December 2014, with the majority of panelists using Android devices.

Each edition of the monthly report will include key usage measurements and analysis that includes: overall smartphone usage and data consumption by country; overall engagement and reach; most-popular activities, including gaming, video and texting; share of time spent on key genres, including utilities, surfing, chat and VOIP calls; top apps; top properties accessed by reach; and other relevant monthly data.

[Image courtesy of PRNewsFoto/Informate Mobile Intelligence]