The way people access the internet is constantly changing and these changes have a significant impact on companies' online presence. Significant shifts in internet usage have been observed over the last two years, particularly in terms of the types of devices used.
This data provides insights into the percentage distribution of internet usage on desktop computers, smartphones and tablets in Germany over the period from September 2021 to September 2023. The values indicate the proportion of internet usage attributable to each device type - the figures provide interesting insights into user preferences (source: StatCounter).
Here is a brief analysis of this data:
- Desktop use:
The use of desktop computers is declining, from 58.44% in September 2021 to 55.38% in September 2023, which could indicate that people are increasingly switching to mobile devices to access the internet. - Mobile use:
The use of smartphones remains high and is increasing slightly, from 38.88% in September 2021 to 42.06% in September 2023. This underlines the continuing trend towards mobile internet use. - Tablet use:
Tablet usage remains relatively low compared to desktop and mobile, but fluctuates slightly between 2% and 3%. It seems that tablets are not as widely used as smartphones or desktop computers for accessing the internet.
Overall, the development of the data shows that desktop usage is decreasing, while mobile usage, particularly via smartphones, continues to increase. This is in line with global trends that show a shift towards mobile internet usage. It is important to note that these trends may be influenced by various factors such as improved mobile technologies, affordable smartphones and wider availability of mobile internet services.
Changes in internet usage have a direct impact on companies' online presence. Here are some thoughts on how companies can respond to these trends:
- Mobile optimisation:
With more and more people accessing the internet via mobile devices, it is crucial to ensure that the company website is optimised for mobile devices. The website should utilise responsive design to ensure an optimal user experience on smartphones and tablets. - Fast loading times:
Mobile users are often more impatient than desktop users. A fast website loading time is crucial to improve the user experience and ensure that visitors do not bounce due to long loading times. - Content optimisation:
Content should be optimised for mobile users. This means not only adapting texts and images, but also offering easily digestible content such as videos and short text sections that can be displayed well on small screens. - Security and data protection:
With the increase in mobile internet usage, awareness of security and data protection has also risen. Companies should ensure that their websites are secure and comply with data protection regulations in order to gain the trust of users. - Customer service and communication:
Mobile devices also offer new opportunities for customer service, be it via chat apps or social media. Companies can use mobile platforms to communicate directly with their customers and provide quick answers to questions or problems.
In many cases, a company's sector will play a role in Internet usage behaviour.
Online presence and adaptation to the changing habits of Internet users depend heavily on the type of business:
Company in the E-Commerce area often benefit greatly from the increase in mobile internet usage. With many people shopping online on mobile, e-commerce companies need to ensure that their websites and apps are optimised for mobile devices in order to remain competitive.
For local services such as hairdressers or restaurants, local search via mobile devices can be crucial. Customers often search for nearby services on their smartphones, so good visibility on mobile devices and positive online reviews are of great importance.
Companies that Media content must adapt to the habits of users who are increasingly using mobile devices to stream videos and music. This often requires the development of mobile apps and the optimisation of content for mobile devices.
For certain B2B (Business-to-Business) or in sectors such as management consultancy or legal advice, the importance of mobile internet use may be lower, as customers may be less likely to utilise these services via mobile devices. Nevertheless, online presence and accessibility via mobile devices can also be important here in order to appeal to potential customers.
