98%

97%
74%
69%
56%
47%
52%
42%
35%
28%
33%
29%
27%
21%
19%
16%
12%
8%
10%
11%
9%
8%
8%
7%
7%
6%
5%
5%

36%
35%
26%
20%
13%
12%
10%
14%
8%
10%

39%
32%
27%
25%
26%
25%
24%
23%
22%
21%
21%
21%
19%
18%
16%
16%
12%
11%
11%
12%
10%
11%
5%
4%

81%
75%

45%
58%

7%
9%
6%
10%
5%
4%
2%
3%
0%
0%

38%
43%
30%
37%
29%
27%

45%

41%
27%
37%

22%
35%
16%
25%

16%
21%
10%
12%
8%
8%

13%
19%

6%
10%

11%
17%

6%
9%
6%
9%

10%
14%
6%
8%
5%
7%

4%
4%

32%
28%

48%
48%

22%
21%

45%
45%

20%
26%
8%
7%

7%
7%
7%
7%
4%
4%

39%
37%
28%
26%
23%
19%
22%
22%
11%
11%
11%
13%

71%
86%

88%
88%

51%
61%

68%
66%
43%
36%

88%
87%

32%
36%

64%
64%

40%
36%

31%
26%

18%
20%

28%
24%

29%
27%

19%
26%

27%
26%

28%

16%
25%

27%
27%

28%

17%
26%

27%
31%

22%
23%

27%
25%

29%

33%

28%
26%

16%
16%

21%
24%

23%

13%
23%

20%
25%

22%

20%
22%

21%
19%

22%

11%
22%

21%
25%

21%

14%
19%

22%
16%

20%

15%
15%

19%
14%

19%

9%20%

19%
21%

27%
28%

26%

18%
27%

15%
14%

21%

TECH & WEB

84%
71%
17%

8%
7%

8%

11%

69%
72%
15%
16%

15%
15%

16%

10%

81%

73%
74%

71%

12%

83%

73%
80%

81%

3%
5%

9%
10%

5%
7%

6%
7%

3%9%

8%
11%
4%

3%

4%

1%
4%

3%

4%
5%

2%
8%

4%
6%

3%
5%

1%
4%

3%
5%

2%
5%

0%
3%

2%
4%

34%
66%
56%

18%
37%
37%
29%
27%

25%
10%

21%
22%

10%
5%

19%
24%

8%
4%
3%
1%

16%
20%
5%
5%

21
18

21
16

17
15

15
11

21
17
16
13

14
8

12
9

13
8

13
9

12
8

12
8

13
11

11
8

12
8

13
8

11
10

12
8

12
11

11
8

11
8

12
8

11
8

11
9

12
7

9
9

10
12

11
7

9
9

10
10

11
8
10
8
8
8
8
9
8
7

8
12
7
7
7
8

10
8

6
7
5
6

10
9
7
7
7
8
7
7

58%
56%

42%
47%

29%
32%

49%
52%

7%
7%

42%
43%
29%
34%
26%
26%

7%
5%
36%

22%
26%

36%
28%

21%
24%

21%

7%
3%
9%
3%

21%

16%
18%

20%

15%
15%
14%
17%

40%
37%

36%31%
4% 5%

44%47%

14%13%

93%
94%

44%
51%

74%
77%
21%
17%

42%
39%

16%
14%

13%
12%
4%
5%
4%
5%

9%
7%
4%
3%
1%
2%

55%
60%
33%
37%
27%
28%
26%
25%
20%
24%
20%
23%

37%
36%

20%
21%
19%
22%

35%
37%

19%
21%
18%
18%
18%
19%
18%
21%
14%
16%
13%
13%
9%
9%
9%
11%
7%
8%

30%
31%

69%
66%

62%
61%
48%
47%
34%
36%
21%
22%
21%
22%

21%
23%
21%
22%
7%
9%

5%
14%

11%
12%

8%
7%

9%
9%

9%
6%

8%
8%

9%
7%

8%
9%

4%
7%

7%
9%

6%
5%

4%
7%

6%
6%

5%
6%

4%
11%

5%
8%

5%
7%

3%
7%

3%
7%

0%
1%

3%
3%

0%
1%

3%
2%

12%
12%
10%
9%

5%
4%
4%
2%
4%
5%

5%
6%

6%
5%

45%
35%

63%
61%

39%
31%

45%
36%

38%
29%

42%
36%

32%
26%

42%
37%

52%
41%
51%
44%
45%
42%
38%
29%

27%
20%

32%
25%

23%
24%

25%
25%

26%

26%
25%
21%
21%
18%
9%
6%
8%
8%

54%
49%

13%
11%
10%
10%
10%
13%
8%
8%

19%
16%
14%
13%
7%
7%

7%
5%

39%

49%

33%

47%

41%

35%

29%

38%

40%
38%

32%

26%

32%

30%

28%
26%

30%
28%

23%

28%
24%

21%

26%

18%

26%

15%

21%
21%

18%
20%

21%
20%

15%
15%

19%
19%

10%

10%

9%
8%

41%

52%
51%

7%

41%

7%

5%

6%

4%
5%
3%
3%
3%
4%

24%
29%

11%
10%
6%
5%
7%
6%

47%
46%
22%
27%

18%
25%
10%

11%
6%
6%
25%
16%

10%
10%
6%
5%
15%
11%

23%
10%

05:00-07:00

07:00-09:59

18%
8%

9%

05:00-07:00

10%

05:00-07:00

7%

05:00-07:00

6%

4%

05:00-07:00

7%

6%

05:00-07:00

24%

07:00-10:00

19%
7%

21%

07:00-10:00

21%
9%

27%

21%

26%

10%

20%

07:00-10:00

15%

15%

07:00-10:00

17%

17%

07:00-10:00

10:00-17:00

16%

20%

10:00-17:00

19%

23%

10:00-17:00

17%

20%

10:00-17:00

14%

15%

10:00-17:00

16%

18%

10:00-17:00

15%

16%

17:00-20:00

12%

13%

17:00-20:00

14%

14%

17:00-20:00

12%

13%

17:00-20:00

11%

12%

17:00-20:00

11%

12%

17:00-20:00

4%

3%

20:00-05:00

3%
2%
20:00-05:00

4%

3%

20:00-05:00

4%

4%

20:00-05:00

3%
2%
20:00-05:00

3%
3%
20:00-05:00

FAMILIES WITH KIDS| ENTERTAINMENT

57%
46%
43%
44%
30%
24%
28%
32%
24%
22%
21%
18%
20%
20%
17%
17%
16%
17%
15%
13%
13%
15%
8%
10%
8%
9%

70%
71%
11%
11%
10%
10%
8%
8%
7%
8%
3%
3%
2%
3%

Devices with Internet connection

Devices w/o Internet connection

20%
20%

9%
9%

10%
10%

15%
15%

4%
6%

7%
8%

5%
4%

3%
3%

4%
4%

4%
4%

1%
2%

2%
3%

4%
4%

1%
1%

3%
3%

64%
58%

78%
74%

71%
66%

18%
19%

15%
14%

17%
17%

17%
17%

12%
11%

14%
14%

7%
7%
3%
4%

5%
4%
1%
2%

6%
6%
2%
3%

55%
49%

34%
30%

31%
27%
26%
24%

21%
21%
19%
19%
19%
18%
13%
8%

21%
15%

14%
19%

22%
16%

15%
14%

12%
17%

14%
15%

10%
3%

7%
4%

10%
4%

10%
3%

11%
6%

11%
4%

8%

4%
3%

7%
4%

5%
7%

1%
3%

2%7%
4%
7%
3%
7%
2%
7%

1%
4%

6%
2%
7%
4%
8%
3%
6%
2%
6%

4%
2%
1%
1%

6%

6%
3%
6%
6%
6%
6%
2%

6%
4%
3%

7%
3%

4%
8%
3%
3%

6%
7%

6%

8%
2%

34% 36%
6%

7%

10%
8%
6%
4%
5%
4%
5%
4%
4%
3%
4%
3%
3%
3%
3%
2%
3%
2%
2%
3%
2%
2%
2%
2%
2%
2%
2%
2%
2%
1%

20% 20%

27% 27%

11%
12%

12% 10%

7%
6%

9%
10%

10%
9%

8%
11%

10%
10%

9%
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6%
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6%
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4%

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8%
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4%
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0%
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1%
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1%
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1%
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5%
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4%
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2%
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2%
2%
2%
3%
1%
3%

12%

12%

35%

37%

16%

23%

15%

27%
28%

5%
4%

17%
21%

4%
4%

13%
15%

3%
3%

3%
3%
2%
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2%
2%
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2%
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1%
1%
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1%
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11%
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9%
9%
7%
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12%

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16%
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17%
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16%
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32%
17%12%

30%
9%

26%
5% 3%

2%

11%
11%

23%
9% 3%

22%
8% 4%

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35%
18%12%

24%
9% 4%

24%
9% 4%

19%
9% 2%

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6% 2%

31%
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12%
11%

7%
8%
11%
14%
7%
10%

10%
10%
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11%
8%
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7%

12%
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12

3%
3%

4%
3%

10

11

12

5
5

3
6

4
5

3
2

1
2

2
2

3
2

2
3

2
3

2
1

0
1

1
1

54%
45%
79%
80%

44%
50%
44%

19%

67%

33%

42%

30%

16%

50%
48%
58%

40%
38%
32%
21%
29%
54%

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25%
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48%
47%
44%
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30%
57%
25%

60%

21%
56%
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34%
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39%
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55%

39%
55%

18%

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18%

18%

41%

38%

38%
27%

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55%

45%

43%
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24%
24%

80%

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3%3%

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23% 24%

24% 24%

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28%
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30%

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44%

40%
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11%
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34%
32%

11%
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31%
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12%
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6%
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4%
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62%

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36%

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19%

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11% 13%

14% 17%

12% 12%

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72%
60%

9%12%

54%
51%

44%
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7% 6%

5% 4%

14%
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3% 4%

38%
37%
28%
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12%
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7%7%

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73% 65%

69% 65%

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69% 61%

53% 46%

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57%53%

43%40%
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74%
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54%
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31%
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69%

51% 62%

57%

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43%

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23%
19%

4%5%
9%

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20%

27%27%

26%27%

21%20%

15%14%

12%13%

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9% 8%

7% 6%

6% 6%

6% 6%

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53%

53%

45%

45%

43%

46%

37%

67%
67%

53%
54%

14%

31%

14%

30%

6%
6%

5%
5%

3%

2%

11%
11%

10%

9%

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2%

2%
2%

37%

1%
1%

95%
97%
63%
69%
47%

58%

49%
42%
42%
29%
29%
28%
27%
21%
21%
16%
18%
11%
12%
8%
12%
7%

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6%
9%
8%
8%
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56%

32%

14%
10%

53%

25%

28%

53%

25%

14%

45%
28%
35%

21%
44%

23%

42%
14%
12%
12%
20%

21%
36%

18%

31%
16%
12%
11%
11%
10%
4%

27%
22%
22%

74%
75%

65%
58%

11%
10%
10%
9%
3%
4%
2%
3%
0.2%
0.1%

52%
45%
47%
41%
46%
37%
44%
43%
40%
37%
43%
35%

27%
25%
23%
19%
21%
17%
15%
14%
10%
7%
9%
8%

26%
21%
12%
10%
12%
12%
12%
9%
11%
8%
10%
9%
4%
4%

45%
48%

30%
26%

37%
45%

29%
28%

30%
37%

18%
21%
7%
7%
7%
7%
6%
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4%

23%
22%

23%
26%
16%
19%
12%
13%
9%
11%

91%

89%

88%

63%
66%

59%
61%

41%

30%
30%
27%

28%
26%

26%
26%

26%
13%

32%

27%

21%

23%

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18

56%
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10
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23

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20
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12
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9

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Info source: Google consumer barometer

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05:00-07:00

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10:00-17:00

07:00-09:59

20%

05:00-07:00

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05:00-07:00

15%

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10:00-17:00

12%
17:00-20:00

23%

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07:00-10:00

19%
10:00-17:00

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17:00-20:00

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10:00-17:00

17:00-20:00

20%

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07:00-10:00

10:00-17:00

17:00-20:00

22%

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07:00-10:00

16%
10:00-17:00

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20:00-05:00

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4%
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07:00-10:00

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17:00-20:00

20:00-05:00

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2%
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20:00-05:00

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78%
74%

75%
66%

17%
19%

11%
14%

15%
17%

14%
17%

10%
11%

13%
14%

8%
7%
3%
4%

4%
4%
1%
2%

7%
6%
3%
3%

43%
49%
26%
30%
23%
27%
19%
24%
17%
21%
14%
18%
14%
19%
8%
8%

19%
15%

11%
19%

18%
16%

17%
14%

11%
17%

15%
15%

9%
5%

4%
5%

9%
5%

8%
2%

5%
2%

6%
2%

8%
3%

9%
5%

7%
4%

8%
5%

4%
4%

6%
5%
6%

7%
7%
4%

7%
4%

5%

7%
6%
4%
6%
5%
6%
4%
5%

5%
4%

8%
6%
1%
3%
3%
4%
10%
8%

5%
5%
6%
4%
5%
4%
4%
7%
4%

6%
5%
4%

4%

4%

8%
4%
2%

6%
4%

7%
3%
2%

2%
2%

2%
3%

3%
3%
3%
3%

1%
3%

2%
3%
1%
3%
1%
2%

3%

1%
2%

34% 37%
6%

7%

11%
8%
6%
4%
6%
4%
5%
4%
5%
3%
4%
3%
4%
3%
3%
2%
3%
2%
3%
2%
3%
3%
3%
2%
2%
1%
2%
1%
2%
1%

20% 20%

27% 25%

12% 11%

18%
10%

10%
9%

15%
10%

18%
9%

12%
11%

16%
10%

1%
6%

12%
9%
12%
12%
11%
3%
8%
3%
7%

1%

10%
8%
11%
10%
9%
3%
7%
3%
6%

4%
6%

3%
2%

4%
5%

1%
4%
5%

1%
2%
1%
6%
3%
3%
1%
3%
2%

1%
3%
4%

3%
3%
3%
1%
2%
3%

11%
6%
2%
2%
5%
2%

3%
3%
2%
1%
2%
3%

12%

13%

35%

4%
4%
4%
3%
4%
3%
4%
4%
4%
4%
3%
3%
3%
3%
3%
3%
2%
2%
2%
2%
2%
2%
2%
2%
2%
1%
2%
1%

37%

16%

16%

22%

23%

13%

18%
18%
18%
11%
17%
15%
16%
12%
11%

31%
24%

17%
16%

36%
28%
24%
21%

12%

21%
18%

12%
12%

20%
16%
8%
6%
9%
9%
16%
7%
5%

17%
17%
15%
9%
14%
13%
14%
10%
9%

7%
9%

4%
7%

6%
8%

9%
6%
4%

5%
1%
3%
2%
1%
5%
2%
3%
1%

8%
6%
3%

4%
2%
3%
3%
2%
2%

3%
2%
3%
2%
1%
1%

36

33
18

11

26
10

24
6 1

23
9 4

10

35

21
3

5 2

19%
11%

5%
5%

18%

3%
4%

9%

14%
7%

2%
3%

11%
6%

2%
1%

9%
4%

2%
2%

9%
4%

1%
2%

9%
5%

1%
1%

9%
5%

1%
1%

8%
4%

1%
2%

8%
4%

1%
1%

18

24
12

31

24
9

9 4

19

19
2

6 2

25%
26%
17%
10%
17%
11%
16%
10%
11%
8%
8%
7%

13%
8%

5%
5%

7%
7%

0.3%
5%

14

11

12

5
5

10%
9%

7%
10%

11

26%
25%
15%
11%
14%
10%

14%
23%
11%
14%
8%
8%

12
12
7

5
5

5
5

3
2

5
2

4
2

2
2

3
3

3
3

1
1

0.2
1

1
1

49%
45%
45%
50%
43%
38%
42%

16%

19%

76%
80%

30%

39%

53%

49%
44%

32%
21%
32%

64%

33%

49%
58%
48%

54%

44%
48%
34%
47%

64%

8%

57%
62%

46%
25%

60%

22% 41%

61%
56%

39%
41%
27%

56%
55%

56%
56%
48%
41%

42%

23%

39%
38%

38%
36%

55%

53% 57%

45% 41%
3%

24%23%

80%

14%12%

3% 3%

2% 1%

1% 1%

1% 1%

79%
13%

37%38%

3%

20%21%

16%

17%17%

8%

4% 4%

6%

1% 1%

50%
25%

23%

43%

24%

42%

23%

42%

22%

41%

23%

41%

51%
32%

31%
23%

24%

29%

33%

33%

31%

25%

24%
23%

22%

24%

30%
22%

29%
22%

29%
23%

30%

23%

40%
44%

38%
44%

12%
11%

34%
32%

11%
10%
10%
10%
8%
8%

30%
26%
13%
11%
8%
7%

4%
3%

6%
5%

3%
3%

5%
4%

3%
3%

5%
4%

2%
2%

4%
3%

2%
2%

4%
3%

47%

65%
19%

16%

10%

11%

39%
17%

37%

17%

37%

17%

37%

24%

24%

16%
12%

12%

11%

14%

14%

15%

11% 15%

14% 19%

12%

19%

10%

17%

11%

16%

60%56%
16%19%

54%54%

42%45%

12%14%

37%38%

14%13%

5% 6%

4% 5%

28%28%
12%12%

10% 9%

7% 8%

5% 5%

4% 4%

4% 4%

10%

19%

11%

22%

21%

3% 8%

23%

19%

3% 7%

16%

18%

33%

17%

29%

32%

38%

35%

37%

2% 7%

13%

21%

56%

2% 7%

13%

21%

57%

2% 7%

12%

15%

64%

2%6%

13%

16%

63%

5% 5% 8%
5% 7%

9%

11%
14%

70%
65%

6% 4% 8%

13%

70%

6% 3% 8%

14%

68%

70% 65%

69% 64%

69% 61%

54% 46%

24%

19%
13%

72% 65%

9%

10%

11%

12%

16%
12%

16%

19%
17%

13% 15%

14% 16%

15% 12%

12% 13%

15% 16%

73%
72%

62%
62%

52%
51%

43%
41%

35%
36%

26%
22%

38%
37%

11%
12%
9%
10%

6%
6%

66% 66%

28%
25%

53% 56%

14%
12%

35%
35%

25%
25%
4%
4%

28%
27%

3%
3%

27%
26%

40% 40%
24% 25%
5%

5%

42%

26%
20%

44%

44%

26%

23%

27%

28%

26%

25%

43%

37%

31%

47%

46%
25%

35%
26%

32%

31%
24%

23%

36%
27%

25%

25%

38%

37%

32%
26%

26%

43%

45%
24%

40%
25%

31%

62%

65% 57%

29%

47%

40%

38%
31%

51%

50%

25%

26%

23%

42%

37%

34%
22%

25%

46%

41%
24%

26%

43%

38%
28%

25%

13%

5% 4%

13%

9%

23%

27%26%

8%

24%

19%
20%

27%29%

4% 4%

18%
22%

20%19%

14%14%

13%13%

8% 9%

6% 7%

6% 7%

6% 6%

6% 5%

51% 53%

49% 46%

41% 43%

35% 37%

66%

54%

67%

54%

14%

31%

14%

30%

6%

11%

5%

9%

6%

5%

11%

10%

2%

1%

1%

1%

2%

2%

1%

2%

Info source: 2015 SMG Performance Smartphone Purchase Experience Map