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Orange基于欧洲研究结论:手机用户习惯PC经验而不是app

发布时间:2010-10-10 15:12:07 Tags:,

据Orange基于欧洲手机用户登录移动互联网的用户习惯研究称手机用户更习惯将PC浏览经验带到手机上,而不是全新的APP应用。

orange study1

orange study1

Orange在上周发布了由TNS推出名为Mobile Exposure 2010旨在手机用户上网行为研究的报告,该包括研究对象包括了英国、法国、西班牙和波兰的用户。该研究显示越来越多的手机用户在访问手机网站的时候更倾向于寻找和PC浏览习惯一样的相似点。

在英国,手机浏览器的使用比例最高,约70%的比例。其中女性的比例高达73%,男性也有65%之多。与之相似,法国用户对手机浏览器的偏好也超过了应用程序。西班牙手机用户在浏览器和APP的选择比例上相当(42% VS 42%),只有波兰人更见乐见手机应用程序的形式(45% VS 39%,前者为APP)。

据分析,58%的英国用户、55%的法国用户、58%的西班牙用户以及72%的波兰用户都在寻找手机网站和PC之间的共同点。

orange study

orange study

花费已经不再是英国和法国用户选择的门槛(只有13%英国用户和10%法国用户依然人文花费上门槛),而西班牙和波兰的情况可能稍微不同,花费依然是很多用户的顾虑之一,西班牙该比例为28%,而波兰则达到了41%。

Orange在线广告行销执行副总裁Paul Francois Fournier表示该调查显示了用户使用移动互联网的行为趋势。特别是在法国和英国,手机浏览器显得更加有市场,尽管波兰和西班牙的比例显得稍微偏低,但是这将是很重要的趋势。(本文由游戏邦/gamerboom.com编译)

Orange today announces “Mobile Exposure 2010″, an annual independent study by TNS that measures how mobile media users are engaging with mobile content and the mobile internet. This year’s research, covering mobile media users in the UK, France, Spain and Poland, illustrates the dominance of the browser as people increasingly seek a PC-like experience on their phone. The study also identifies how, when, why and where European mobile media users access content, information and entertainment, giving brands exclusive intelligence from Orange across a range of sectors to help them better engage with their audiences.

The browser versus application battle

Mobile browser use is most prominent in the UK, with 7 out of 10 mobile media users choosing to find information and content in this way, instead of using mobile apps. This is similar in France, where 68 per cent of users favour the browser over 60 per cent who prefer apps. For certain content such as news, 73per cent of female mobile media users in the UK prefer to access the web via browser rather than an application (65per cent for men). In less mature mobile media markets, there is, however, more ‘App-etite’; browser versus application usage in Spain is equal at 42 per cent, while only Polish users favour mobile apps (45 per cent) over the mobile internet (39 percent).

58 per cent of UK users want to find the same things on their mobile as on a PC, as do 55per cent of French users, 58per cent in Spain and 72per cent in Poland, suggesting browser popularity is because of its growing ability to offer a familiar Internet experience on mobile. Just as free content on the Internet impacted established media industries, it is convenience of use that most impacts mobile media adoption. What European users most like about mobile media is the quality of navigation (56 per cent), time-saving (51 per cent) and quick access (26 per cent).

Today, cost is a less significant barrier to entry for users in the UK and France (13 and 10 per cent respectively) where the mobile internet is more mature; however, in Poland (41 per cent) and Spain (28 per cent) price is considered more of an issue.

Paul Francois Fournier, Executive Vice President Online and Advertising Business, Orange says: “These findings reflect the current maturity of the individual markets but also provide an insight into future trends for mobile media use. In France and the UK where the mobile internet is more established, there are more optimised sites for phones and the experience is better, encouraging

higher browser usage. Although mobile browser use is lower in Spain and Poland, we believe this is a trend to watch as smartphone penetration increases, innovative pricing is adopted and faster networks are deployed.” (source:mobile-ent)


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