Majority of Global Internet Users (71%) Use Apps

Tuesday, November 26, 2013

Global – Seven in ten (71%) global Internet users in 27 countries say they regularly use a variety of different Mobile or Internet applications. Most popular of the items measured are weather (39%), news (39%), and music-related (35%) apps, followed by banking/financial (32%), movie-related (23%), food/cooking-related (21%), and medical/health/fitness-related (17%) apps. Travel-related apps (16%) are the least regularly used by the global respondents. The findings reflect a new poll of 19,514 online respondents conducted by Ipsos OTX – the global innovation center for Ipsos, the world’s third largest market and opinion research firm.

Among those who say they regularly use weather apps, most are from: South Africa (56%), South Korea (55%), Spain (54%), Hungary (53%), Sweden (52%), Norway (49%), Canada (47%), Great Britain (46%), and United States (46%). Those in the middle of the group of countries who regularly use weather apps are from: Australia (44%), Germany (44%), China (42%), Russia (42%), Turkey (40%), France (38%), Netherlands (38%), Poland (37%), and India (36%). Those who least regularly use weather apps are from: Finland (34%), Italy (30%), Belgium (29%), Brazil (28%), Argentina (26%), Japan (25%), Indonesia (24%), Mexico (23%), and Saudi Arabia (22%).

Respondents in Indonesia (66%) are most likely to use news apps, followed by China (55%), South Korea (52%), Brazil (51%), Turkey (51%), India (50%), South Africa (50%), Spain (48%), and Hungary (45%). Those in the middle of the pack are from: Russia (45%), Argentina (44%), Poland (43%), Mexico (42%), Sweden (41%), Great Britain (37%), Norway (36%), Saudi Arabia (36%), and Germany (32%). Those who least regularly use news apps are from: Netherlands (31%), Finland (31%), Italy (29%), Australia (25%), United States (25%), Canada (24%), France (24%), Belgium (22%), and Japan (19%).

Among those who say they regularly use music-related apps, most are from: China (60%), Mexico (55%), Indonesia (53%), Brazil (52%), India (51%), Russia (49%), Turkey (48%), Argentina (45%), and South Africa (42%). Those in the middle of the group of countries who regularly use music-related apps are from: Spain (42%), South Korea (40%), Hungary (39%), Norway (35%), Poland (34%), Sweden (33%), Finland (30%), Great Britain (29%), and the United States (28%). Those who least regularly use meather-related apps are from: Australia (25%), Canada (24%), Italy (22%), France (21%), Germany (21%), Belgium (18%), Netherlands (18%), Saudi Arabia (17%), and Japan (11%).

Socioeconomic and Demographic variables appear to influence how regularly one would use apps. Younger respondents (46%, ages 35 and under) say they use music-related apps more frequently than middle-aged (31%, ages 35-48) or senior-aged (21%, ages 50-64) respondents. Those with high education (48%) appear to use news apps more regularly than those with medium (38%) or low (33%) education. Similarly, those with high household income (50%) appear to use weather apps more regularly than those with medium (39%) or low (32%) household income.

These are findings of the research led by Ipsos Open Thinking Exchange (Ipsos OTX) collected by Ipsos Global @dvisor as part of Sociologue, an ongoing publication that features conversation-starting commentary on social media trends and behavior. The research was conducted on the “G@46”wave between June 4-18th, 2013. The monthly Global @dvisor data output is derived from a balanced online sample in 27 countries around the world via the Ipsos Online Panel system. For the results of the survey presented herein, an international sample of 19,514 adults aged 18-64 in the US and Canada, and age 16-64 in all other countries, were interviewed. Approximately 1000+ individuals participated on a country by country basis via the Ipsos Online Panel with the exception of Argentina, Belgium, Hungary, Indonesia, Mexico, Norway, Poland, Russia, Saudi Arabia, South Africa, South Korea, Sweden and Turkey, where each have a sample approximately 500+. The precision of Ipsos online polls are calculated using a credibility interval. In this case, a poll of 1,000 is accurate to +/- 3.5 percentage points and one of 500 is accurate to +/- 5.0 percentage points in their respective general populations. In countries where internet penetration is approximately 60% or higher the data output is weighted to reflect the general population. Of the 24 countries surveyed, 15 yield results that are representative: Argentina, Australia, Belgium, Canada, France, Germany, Hungary, Italy, Japan, Poland, South Korea, Spain, Sweden, United Kingdom and United States. The nine remaining countries surveyed –Brazil (45.6% Internet penetration among the citizenry), China (41%), India (11.4%), Indonesia (22.1%), Mexico (36.5%), Russia (47.7%), Saudi Arabia (49%), South Africa (17.4%) and Turkey (45.7%)—have lower levels of connectivity therefore cannot be weighted to be general population representative; however, the online sample in these countries are particularly valuable in their own right as they are more urban/educated/income than their fellow citizens and are often referred to as “Upper Deck Consumer Citizens”.

More data and full technical details are available in the Detailed Tables document on the right.

For more information on this news release please contact:

Jill Wiltfong
Senior Vice President, Marketing
Ipsos Open Thinking Exchange

About Ipsos Open Thinking Exchange

Ipsos Open Thinking Exchange (Ipsos OTX) is Ipsos' global innovation center. This multi-disciplinary team of researchers, strategists, digital natives, and design technologists is blending advancements in technology and a cultural shift toward social interactions to create the future of research, one that is immersive, collaborative, authentic and relevant. SocialogueTM is an ongoing publication from Ipsos OTX which features proprietary, global infographics and commentary on social media trends and behavior. For more information on the current suite of Ipsos OTX social media research tools, to find more about our Futures initiatives or to obtain social media details by country, contact us at ipsosopenthinkingexc

About Ipsos and Ipsos Global @dvisor

Ipsos is the world’s third largest market research company. With offices in 84 countries, Ipsos offers a complete line of custom, syndicated, omnibus, panel and online research products and services. Ipsos Global @dvisor is a 25-country, online, monthly syndicated research service used to generate information for media and clients. Every month, we complete 500 to 1,000 online interviews in each country. For more information visit or contact us at

Majority of Global Internet Users (71%) Use Apps


Jill Wiltfong
Senior VP, Marketing
Ipsos Open Thinking Exchange