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Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
Figure 1.40: Browser Access Penetration by Smart/Non-Smart and Country
(3 months average ending November 2008)
al Mobile Mark
Total Smart Non-smart
Glob
70%
62.3%
60%
50%
49.5%
43.1%
40%
30%
29.7%
25.4%
22.8%
20.9%
20%
18.2%
19.1%
13.1%
14.6%
12.5%
13.8%
10.4% 10.4% 10.7%
10%
9.3%
7.2%
8.6%
6.5% 6.4%
0%
US EU5 UK Spain Italy Germany France
Source: M:Metrics
The order of countries when ranked in terms of the penetration of smartphone users,
is the same for users who accessed mobile web browsing as it was for overall services
and information access. That being said it must be noted that all examined EU country
penetrations were quite a bit lower. Spain’s penetration of Smartphone users was 22.8%
as opposed to 30.1% in the previous chart. Germany was nearly 10 percentage points
lower while Italy was nearly 18%.
The UK is the only market with no major difference when comparing browser access
penetration to overall access penetration. The US had dropped by 7 percentage points
but in comparison to its penetration, this is not especially significant. It can be seen that
the penetration of browser access for smartphone users was quite a bit higher than that
for non-smartphone users. It would seem that mobile web browsing is a key function
used by owners of smartphones. This is especially true for the US where the 3 month
average penetration was 62.3%.
40 41
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