In Europe mobile browser use outstrips apps

Orange has released research that many mobile marketers will find useful. Their study into the mobile habits of consumers in four European countries has uncovered some interesting stats about mobile browsers versus apps.

by Helen Leggatt

According to Orange's research, despite there being thousands of mobile apps relating to retailers and brands, consumers in some countries prefer to use mobile browsers to access the Internet.

Browser use was found to be highest in the U.K. (70%) although a similar percentage of French mobile users also prefer browsers (68%).

The Spanish are split evenly between browsers and apps while Poland is the only country to favor apps over browsers (45% vs. 39%).

Orange's executive vice president, Paul Francois Fournier, believes browser use is preferred in countries, such as the U.K. and France, where mobile Internet is more established. But that could all change.

"Although mobile browser use is lower in Spain and Poland, we believe this is a trend to watch as smartphone penetration increases, innovative pricing is adopted and faster networks are deployed," he said.