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BizReport : Trends & Ideas : June 14, 2015

Google report reveals Brits are the most-connected consumers

According to the latest Consumer Barometer from Google, Brits don't just go online, they live online, with 92% owning a mobile or smartphone and 85% going online at least once a day.

by Helen Leggatt

According to Google's 2015 Consumer Barometer, the U.K. is one of the most-connected countries in the world. The population of the U.K. now own more connected devices than ever before and smartphones are an essential part of daily lives.

Seventy-one percent of Brits own a smartphone, higher than the European average of 61%. The average U.K. consumer owns 3.3 devices, up 10% on last year. More than a quarter (28%) use 5 or more devices more than in Australia (22%), the U.S. (20%), Spain (19%), France (14%), Germany (14%) and Italy (8%).

More than half (51%) own a tablet and 75% own a personal computer. This means that Brits are more reliant than most populations on the Internet to shop, make decisions, carry out daily tasks such as banking and for entertainment.

Furthermore, it's not just the younger generations that live their lives online or use smartphones. Google's Consumer Barometer found that 92% of British consumers age 44 and under go online every day.

"Consumer habits are changing fast, making it challenging for brands to understand and predict how and when it's best to reach them," says Peter Cory, Agency Sales Director at Google. "In the UK alone, we've seen significant increases in the number of devices owned and that's having a direct effect on the way consumers conduct their day-to-day lives - how they consume media, how they research products and how, when and where they buy."

Additional findings from the report include:

- 57% of Brits have purchased online from a foreign country;
- 59% research products online before purchasing offline;
- 4 in 10 use smartphones when looking for local information;
- 64% of UK consumers multi-screen while watching television - 63% of which use a smartphone and 36% a tablet or computer;
- 64% watch online video every week, up from 53% in 2014.

Image via Shutterstock

Tags: consumer, Internet, mobile, research, U.K.

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