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Thursday, February 20, 2014

Thailand leads the move to smartphones and tablets for internet access

New figures from media agency Mindshare Worldwide show that Thailand has the world’s highest proportion of internet users who aren’t relying on desktop computers.

Just 54% of people in Thailand used a desktop or laptop computer as their main internet device, with 32% using smartphones and 11% on tablets.

At the other end of the scale, the Czech Republic had 94% of respondents using a desktop PC or laptop as their primary method of connecting to the internet.

Three-quarters of UK users (75%) used desktops or laptops as their main route to the internet, with 10% using smartphones and 6% using tablets. This placed the United Kingdom in 11th place on the Mindshare list, ahead of the USA and countries in Europe.

Norm Johnston, chief digital officer at Mindshare Worldwide, said “We are advising clients to consider context first when approaching their communication and content strategies. Our research and data indicate that adapting advertising based on a user’s location, behaviour, and their needs will create more relevant and contextual experiences for both brand and consumer. While the importance of mobile can’t be ignored, ultimately it’s context and content that remain king.”

The overall average for all countries surveyed was 81.1% of respondents using a desktop/laptop computer as their primary means of accessing the internet, 11.5% using a smartphone, 4.9% using a tablet, 0.3% using a games console, 1.9% using another device and 0.3% not having any access.

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Author: The Fonecast
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