Google has launched the Consumer Barometer 2015, the most comprehensive free tool for planners looking to understand and compare how people use the internet around the world.Entering its fifth year, it is the best tool of its kind in terms of size, scale, and the depth of questions covered, enabling users to compare digital, mobile, video and shopping habits across 56 countries, including tech-savvy Britain.
British consumers continue to lead Europe in mobile technology adoption. Nearly three-quarters have a smartphone compared to the European average of 61 per cent, and 60 per cent use search engines via their smartphone at least once a week, making it crucial for businesses to think mobile.They also have more devices than ever, with the average UK consumer now owning 3.3 devices, up ten per cent from 2014.Some 51 per cent own tablets and 75 per cent own personal computers.
Naturally, given the number of devices owned, Brits are frequent internet users, with 85 per cent going online at least once a day.That figure rises to 92 per cent among those under 44 years old.And with so many internet connected-devices at their fingertips, multi-screening is increasingly common.Some 64 per cent of Brits go online while watching TV, with 63 per cent using their smartphones to do this, and 36 per cent using a tablet or computer.
