Mobile Web Watch Survey 2012: Mobile Internet—Spawning New Growth Opportunities in the Convergence Era

Accenture recently conducted a Mobile Web Watch survey to determine the impact of a new generation of “always connected” mobile Internet users that primarily access the Internet through mobile devices.

This generation of hyper-mobile, hyper-connected user has materialized across age groups, and across mature and emerging markets. Equipped with unprecedented computing power as a result of a world brimming with smarter smartphones, tablets, notebooks and other affordable Web-enabled mobile devices, and powered by better network coverage, faster broadband connections, Wi-Fi networks and the explosive growth of mobile apps, user demand for ubiquitous availability of Internet is only getting stronger. Little wonder then that there is so much excitement around every new version of smartphone or tablet released.

A survey conducted by Accenture on Internet access through mobile devices confirms that mobile Internet usage continues to be on a sharp upward trajectory. Indeed, it has now reached the stage when market players across communications, media and technology should look forward to business opportunities and the operational efficiencies of a mass market.

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This is the fifth edition of the Mobile Web Watch, a survey conducted by Accenture on Internet access through mobile devices that confirms that mobile Internet usage continues to be on a sharp upward trajectory. Indeed, it has now reached the stage when market players across communications, media and technology should look forward to business opportunities and the operational efficiencies of a mass market.

Specifically, the survey, conducted across 13 countries in Europe, Latin America and South Africa, brings to the fore five key trends in the digital consumer’s behavior that have implications not only for players in all industries in the telecommunications, media and technology value chain but also for those in other industries like retail, utilities or automotive.

Our survey identified five key trends in the digital consumer’s behavior:

• A majority of Internet users connected to the Internet with a mobile device in the past one year, with smartphones emerging as the most popular mobile Internet access medium.

• A growing number of mobile Internet users are using their mobile devices to receive and send e-mails, connect on online communities or for instant messaging.

• The survey identifies usability and mobile apps as the primary drivers of mobile Internet use, with a higher proportion of users having downloaded programs and apps on their mobile devices in the past one year.

• Consumers are now more willing than ever before to pay for premium services. The survey also identifies mobile payments as a significant growth avenue with growing use and awareness of these services.

• A key driver of mobile Internet usage has been significant improvements in network quality and coverage over the years—the user’s primary criterion in selecting a service provider. The survey highlights how consumers are increasingly looking for superior Internet experience on their mobile devices, similar to what they are used to on their computer or television.

The Accenture Mobile Watch survey, 2012, again underscores the need for companies in the mobile Internet business to focus on the basics first as the mobile Internet mass market becomes a reality.

For communications service providers (CSPs), that would mean a greater emphasis on building network and more bandwidth, and on investing to ensure better coverage and quality of service. These improvements in infrastructure can help them in building enduring relationships with customers and staying ahead in this intensely dynamic environment.

This business imperative for change and innovation is also applicable to other industries such as retail or banking where the hyperconnected consumer’s behavior and needs are already transforming operating models and IT infrastructure. Such organizations are making use of mobile and cloud-based customer relationship management technologies to keep pace with the demand for new and improved capabilities as consumers increasingly use smartphones and tablets for online commercial transactions.