Our final Chart this week continues our preview of GWI’s new segmentations, this time exploring two of our new Mobile audiences: Mobile-First and Mobile-Heavy users.

Our research shows that it’s over 40% of internet users who are Mobile-First, picking mobiles as their most important device and spending at least 30 minutes on these devices each day. Unsurprisingly, there are important regional variations at work here; APAC (51%) and the Middle East (50%) are at the absolute forefront, posting over double the figures of North America and Europe (where older populations remain much more wedded to PCs and laptops).

Among the 1 in 5 who are Mobile-Heavy users – that is, those who spend more than four hours a day online on mobile – the regional figures look slightly different: Latin America leads on 35%, with APAC now part of the chasing pack.

Predictably, age is much more of a constant: in all regions, the younger someone is, the more likely they are to feature in these two segments.

To download an explanation of GWI’s new mobile segmentation, click here.


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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