And it's 20 per cent in 'developed' markets.
Data from mobile survey company, On Device Research, has put some meat on the bones of some industry received wisdom – that people in emerging markets overwhelmingly used mobile devices and not the PC to connect to the internet.
Here are the main stats.
The percentage of mobile internet browsers who never or infrequently use the desktop Internet
US 25%
UK 22%
Egypt 70%
India 59%
South Africa 57%
Ghana 55%
Kenya 54%
Nigeria 50%
Indonesia 44%
Thailand 32%
China 30%
Russia 19%
Asia (India, China, Indonesia, Thailand) 43%
Africa (South Africa, Egypt, Ghana, Nigeria, Kenya) 56%
* Infrequent mobile internet browsers use it once a month or less
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On Device Research adds that the new segment has distinct characteristics. In emerging countries, such as India and Nigeria, these consumers are young (more than 70 per cent under the age of 25), predominantly male and often students.
More importantly, they represent the emerging middle class in developing countries.
In developed nations, ‘mobile only’ has a different profile, with 76 per cent more than 25 years old and a heavy skew towards lower income groups.
These consumers are late adopters who are attracted to the lower total price of going online via their mobiles.
