In France, six out of 10 people connect to the Internet via their mobile phone. If these mobile web users are split into three groups, from the least avid to the most committed, this observation can be made: the surfing of 15% of the most avid mobile web users represents 44% of the time spent on mobile Internet. While, on average, mobile web users spend 1h18 each day on their smartphones, these 5.8 million most avid visitors spend 3h18 on their smartphones, which is 2.5 times longer. Their connection frequency is also non-standard: although, on average, 82% of mobile web users connect every day, for the high consumers this figure is 96%.

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There are a lot of non-TV equipped people in the mobivore category

Although they only comprise 24% of the French population as a whole, 15-34 year olds account for almost half (44%) of these high consumers of mobile Internet. Conversely, people aged 50 years and older comprise 40% of the French population but only account for 18% of the high consumers. Moreover, the following are over-represented: women (60% of the high consumers) and non-TV equipped people, a high affinity with mobile.

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Gaming addicts

The three categories most visited by these high consumers are the same as for mobile web users as a whole: social networks, video and online games. These people spend a total of 58% of their Internet time on a mobile phone (compared with 50% for mobile web users as whole). What is the big difference? High consumers spend 3.6 times longer playing online games than mobile web users as a whole.

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Finally, mobivore surfing is distinctive due to an addiction to certain brands, particularly in the universe of long content such as OTT and television channels. For example, the time spent on Netflix is 4.2 times higher for these people than for mobile web users as a whole. High consumers visiting Netflix on their mobile phone spend an average of one hour per day there. The MyTF1 brand is also over-consumed: mobivores spend almost four times longer than mobile web users on it.

M-commerce is also one of the segments capturing additional attention time, as demonstrated by the rating of brands which are over-consumed compared with the mobile web user average (eBay, Vente-privee, Vinted).

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With the competitiveness of stakeholders from the video universe in terms of creating new content and the future 5G, will mobivores ramp up still further the time they spend on mobile Internet? Because its panel that is representative of the French population ensures a refined typology of Internet users, Médiamétrie will endeavour to monitor the development of these non-standard practices.

Source : Ad Hoc Study from Total Internet Audience, France, Base: 2 years and older, January 2018