Mobile phones on the rise for Internet browsing in Estonia
According to Gemius studies the habit to browse the Internet via mobile phones in Estonia continuing to increase. Since June 2016 the number of mobile phone Real Users has increased almost by half. Consequently, the number of average visits per user from mobile phones has followed this trend and has increased by about 10 visits per month.
According to gemiusAudience data, in the past three years the number of Estonians that use mobile phones to browse the Internet has increased significantly. In June 2016 the number of Real Users that used mobile phones for Internet browsing was around 466 000, however, in June 2018 the number has increased almost by half amounting up to 621 000 Estonians from the ages of 15 to 74. At the same time, the number of people that use computers to browse the Internet has dropped – from 808 000 people in June 2016 to 698 000 people last month. Nonetheless, the number of people browsing via tablets has not altered drastically where in in 2016 the number of Real Users browsing from tablets was 214 000, but in 2018 – about 244 000.
Consequently, the number of average visits per Internet user via computers has dropped slightly from 64 in June 2016 to 58 in June 2018. However, the number of average visits per user from mobile phone has increased as follows – 49 visits in June 2016, whereas in 2018 the number has increased up to 60 visits per month. Additionally, the number of average visits per user from tablets has dropped from 18 in 2016 to 16 in June 2018.
Following these tendencies, the number of male and female Real Users on computer platform has continued to drop, however, the general tendency here shows that comparing both genders females are more prone to use computers and mobile phones for Internet browsing. Simultaneously, in 2018 the number of females and males using tablets for Internet browsing is quite similar with 121 000 and 122 000 Estonians respectively.
Comparing data about the distribution of users by age and by platforms, it should be noted that the largest age group that uses computers for Internet browsing in Estonia are over the age of 55 (24 percent of all computer users), whereas about 27 percent of all mobile phone users are between the ages of 25 and 34. Similarly, the age groups that are more prone to using tablets for Internet browsing in Estonia are within the age groups of 24 to 34 (26 percent) and 35 to 44 years of age (24 percent).
According to gemiusRanking data Android is the most popular operating system in Estonia for both mobile phones and tablets. In June 2018 the number of Android operating systems amounted up to 71 percent for mobile phones and 60 percent of all tablets, whereas iOS has been noted for only 29 percent of all mobile phones and 40 percent of all tablets in Estonia.
gemiusAudience research is based on a complex and modern methodology that allows to see the number of real persons (Real Users) within a page, rather than looking at cookies or IP addresses that do not show the number of actual persons visiting the relevant page. The research is based on data about internet users aged between 15 and 74 years of age, that are browsing internet within the territory of the Estonian state and visit sites from computers, mobile phones, and tablets. To sign up for gemiusAudience research or to find out more information about it please write to firstname.lastname@example.org.