Usage patterns show increasing use of smartphones for work-related activities

According to the survey, 58 percent of the people accessing the Web on a smartphone did so for personal matters versus 20 percent for work-related activities. The proportion of professional work done on other mobile devices such as tablets was higher than that on smartphones. As more and more people use their mobile devices for work-related matters, a trend in consumerization of IT is developing with implications for enterprise IT. Companies are already working towards allowing consumer devices for work-related activities to lower costs, increase productivity and improve employee engagement, creating a mixed device environment where private and social data from native and web apps reside alongside mission-critical enterprise data.

Additionally, the survey shows that of those accessing the Internet a large proportion of them (85%), do so at least once a day. The frequency of use highlights that the mobile or digital consumer now has a choice of activities that can be conducted on a mobile phone other than just making phone calls and texting.

Gender differences in mobile Internet usage are blurring The gender differences in the usage pattern continues to be the same as in previous Accenture surveys (which were limited to three countries—Austria, Switzerland and Germany) with more men (73 percent) than women (66 percent) using mobile Internet but there is evidence that the gap is narrowing. For example, in Germany, the differences have nearly disappeared with 59 percent of the men surveyed accessing the Web through mobile devices against 58 percent women compared with 37 percent and 17 percent, respectively in 2011. There are, of course, some countries such as Finland and Austria where the gender bias is significantly wide. However, results from Ireland, where the reverse situation exists with 78 percent of women and 76 percent of men using mobile Internet, also suggest mobile Internet use may follow the overall demographic gender profile of the country in time.

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Ezeadichie Onyeka Michael is the Co-Founder of Haelsoft, a Professional Services Company in Nigeria that provides Information and Technology Services for small and big size companies in Nigeria(Africa). He is an Entrepreneur and Venture Capitalist with Expertise in Web Technology and Digital Marketing. He has developed & Implemented Digital Marketing Strategies(Campaigns) for top brands across sectors in Finance, Telecommunication, Ecommerce who operate in the African market. His professional experience includes key roles at Google Business Group(Nigeria), Google Women on the Web (Nigeria), Edubridge Consultant and Wild Fusion where he has trained over 500 Entrepreneurs on how to use various Web Technology products to succeed online. Customer centricity, User Experience, Conversion optimization are 3 pronged framework he applies around the often-frenetic world of web analytics to ensure that clients stay competitive in the market. He believes that investing in talent is the key to long term success for brands across Nigeria (Africa).

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