Dubai: A new research project dubbed by creators as the largest global survey to probe people's online activities suggests internet users are relying on their mobile devices more than their personal computers in a trend that is driving increased digital demand.
In the report Digital Life, released last week by UK research firm TNS, the results of a survey of 50,000 people around the globe also suggested that digital is overtaking all other forms of media communication.
Matthew Froggart, TNS Chief Development Officer, said the survey covered more than 90 per cent of the world's online population to yield "the first truly global research into online activities ... We have also researched beyond basic behaviour to provide more detailed data into attitudes and emotional drivers of that behaviour."
Electronic exchanges in all forms are now almost double that of traditional dead-tree paper communications, the report found.
"Globally, people who have online access have digital sources as their number one media channel," the report stated, adding that "61 per cent of online users use the internet daily against 54 per cent for TV, 36 per cent for radio and 32 per cent for newspapers."
And, it appears that if an online surfer lives in an emerging economy, chances are that they will be glued to the internet more often and for longer periods.
Social networking
"Online consumers in rapid growth markets have overtaken mature markets in terms of engaging with digital activities," the report stated.
"When looking at behaviour online, rapid growth markets such as Egypt [56 per cent] and China [54 per cent] have much higher levels of digital engagement than mature markets such as Japan [20 per cent], Denmark [25 per cent] or Finland [26 per cent]. This is despite mature markets usually having a more advanced internet infrastructure."
One of the central thrusts that is fuelling higher digital use is being attributed to users wanting to be connected socially more often with their hand-held mobile devices.
"Growth in social networking has been fuelled by the transition from PC to mobile. Mobile users spend on average 3.1 hours per week on social networking sites compared to just 2.2 hours on email. The drive to mobile is driven by the increased need for instant gratification and the ability of social networks to offer multiple messaging formats, including the instant message or update function," the report stated.
The TNS firm found that "consumers expect their use of social networking on mobile to increase more than use through PC. In the US, for example, a quarter [26 per cent] of online consumers expected their use of social networking on a PC to increase in the next 12 months compared to over a third [36 per cent] who will be looking to their mobile to increase usage."
Another major finding of the Digital Life research project showed that social networking has overtaken email as a preferred means of communicating in emerging markets.
"In rapid growth markets such as Latin America, the Middle East and China, the average time spent, per week, on social networking is 5.2 hours compared to only four hours on email."
"Online consumers in mature markets remain more reliant on email, spending 5.1 hours checking their inboxes compared to just 3.8 hours on social networking."
The report noted that the "heaviest users of social networking are in Malaysia [nine hours per week]" with Russia a close second at 8.1 hours per week followed by Turkey at 7.7 hours a week.
Online users on the rise
62% of online users in the Middle East and North Africa (Mena) accessed the internet on a daily basis.
61% per cent of users in Mena said they could better express their feelings online.
22% per cent of online users in Mena started using the internet less than two years ago.
Source: Digital Life
