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Mobile web use in Germany

November 15th, 2010 by Talya

Ok, so it seems that Sponsormob is operating from the right country. We all know that Germans like what they call “Handys” (yes, this is the English term that Germans use for a mobile phone. Don’t ask us why, because we certainly do not know the answer!), but I just came across an informative article by mobiThinking that proves this. The article, backed up with reports from ComScore, shows that Germany is currently leading Europe’s mobile market with 51 million mobile users. Of these 51 million, seven and a half million access the internet through their mobile web browser, while fifteen million access mobile services through mobile apps (mobiThinking). These numbers were from January of this year,  so it will be interesting to see what next year’s reports show. With 2010 being the purported year of mobile (or maybe not), then we can expect these figures be larger next year.

So what are the people of Germany spending their time on the mobile web doing? The top sites being searched appear to be Google (no surprise here), MSN/Windows Live/Bing, and Yahoo. The only thing that did surprise me was that Facebook ranks at #7, trailing behind ICQ and AOL. I mean really, ICQ takes me back to my high school days in the 90s, and that has been a while! I honestly didn’t realize that it was even still in existence, but apparently it is still alive and well.

But back to Germany and our findings – the most popular mobile applications in Germany are: maps, weather, search, and news (in that order). This information isn’t shocking, but it is good for marketers to know what people are doing via their mobile devices. The growth seems to be due to good data networks and unlimited data plans, as well as by the popularity of smartphones (mobiThinking). Another interesting point is that Germany is home to large brands who are comfortable with mobile advertising (think BMW and Lufthansa).

So what does the future in Germany look like? Well, like a mobile one, of course! As mobile usage grows worldwide, Germany will continue to play a part.


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