Yesterday we saw that smartphones continue to extend their lead for device importance. However, this figure is subject to some important variation, creating a need for dynamic (and for most regions, multi-device) strategies.

16-34s are by far the most enthusiastic about their smartphones, with the majority choosing this as their primary device for getting online. But for the oldest age group tracked by GlobalWebIndex (55-64s), laptops are still comfortably ahead.

Across the regions, it’s in the Middle East and Africa where smartphones achieve the most success, placing ahead of laptops by an impressive 51 percentage-points. This difference is far smaller in both Europe and North America – arguably the result of much broader age profiles among these online populations.

Smartphone Importance Highest Among 16-34s and in MEAExplore data in PRO Platform


Written by

Olivia is a Senior Insights Analyst at GlobalWebIndex. Moving to the company over 2 years ago after completing a degree in Psychology, Olivia works as part of the Strategic Insights team producing bespoke assets for clients. Olivia also writes on GlobalWebIndex’s blog, with a particular interest in social media and behavioral economics.

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