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You are here: HomeInternetPress releases › The 2015 Internet Year : Cross-device usage is becoming more common and influences how people use the Internet
The 2015 Internet Year : Cross-device usage is becoming more common and influences how people use the Internet

25/02/2016

More than 20 years after it was launched in France, the Internet continues to growth and has become part of everyday French life. In November 2015, 44.8 million French people aged 15 and over were connected to the Internet, representing 86.6% of the population. This dynamic has been promoted by increase in mobile screen equipment, mobile phones and tablets. These devices have greatly multiplied the number of ways in which we can access the Internet.
Some screens are used for communication, others provide information or are used for online purchases.
Today, most French people use two (20.3 million users) or three (17.3 million users) screens to connect to the Internet. As a result, cross-device usage is becoming standard.
Finally, 2015 was marked by developments in certain content types, particularly community-based content, and by the ever-increasing link between the Internet and other types of media, such as TV, radio and the press. Internet has significantly widened their audiences and is sometimes a source of inspiration. In order to monitor developments in usage, Médiamétrie is increasing its Internet activity, in particular by forming a unique panel of three-screen Internet users.

2015: The Year of Cross-Device and the Mobile Take-Over

Although the overall number of internet users continues to increase (+447,000 between January and November 2015), the most significant development has been among mobile and tablet Internet users, across all age groups: in November 2015, 68.9% of French people aged 15 and over used mobile phones (4.5 point increase in comparison to January) and 42.6% used tablets (10.7 point increase). The computer continues to hold first place, retaining more than 80% (81.2%) of users. However this number is decreasing among users under 35 years (5.4 point reduction for 15- 24 year olds, 4.7 point reduction for 25-34 year olds). Mobiles are already used more frequently by these audiences: 96% of them are mobile users.
With mobile phones becoming increasingly popular, more than 8 out of 10 Internet users are hyper-connected (accessing the Internet on several screens) and only 7.2 million (16% of Internet users) use just one screen to connect.
When we look at screen use and the daily consumption of Internet users, we see that mobiles are already ahead of computers: on average 50.7% of French people aged 15 years and over use their mobile to connect to the Internet every day, in comparison to 46.9% who use the computer.

2015: A Year of Mobile Communities and Internet Mobilisation

In 2015, 35 million French people aged 15 years and over, which represents more than 3 out of 4 Internet users (77%), had signed up to at least one social network. Two photo-sharing networks which are particularly popular are Instagram and Snapchat, which one out of ten Internet users have signed up for. The main attraction of these networks is their "native mobile" feel, combined with the increasing popularity of mobile screens and the younger user age group (37% of 15- 24 year olds use Snapchat). In terms of entertainment, online games take first place in terms of average time spent on the computer per visitor in December 2015, including community platforms based on games. For instance, Twitch and Steam have seen their audiences increase by 38% and 37% respectively in one year. 2015 also witnessed Internet users' commitment to political causes via online petition sites where audience numbers have quadrupled over the past four years. Also economic projects based on crowd-funding have seen audiences increase by 5.8 in 7 years.

2015: A Year of Media Convergence

Internet users devote nearly half of the time they spend (47%) on the computer to informing themselves or entertaining themselves on media sites. The latter represents 80% of the time devoted to watching videos on the Internet. Audience numbers peaked on information sites during the tragic events in Paris in January and November 2015. In particular, this could be seen by the fact that there were twice as many individual video users on these sites than normal. In 2015, media convergence (Internet, television, radio) accelerated. The Internet and its various screens serve as "meeting points" for radio and television audiences. Over the course of a month, we saw more than four out of ten Internet users connect to a radio website or application and three million viewers using three Internet screens on a daily basis (50% increase in one year). Much TV content can be viewed on the Internet via VOD and SVOD platforms. For example, 30% of SVOD content is watched on the computer. Also, successful Internet content generally viewed via video portals can also be found on television. 

2015: A Year of Website Interactions and Physical Situations

The e-commerce market continued to develop in 2015, with several companies returning to prominence on pure-player websites: in December 2015, nearly half of Internet users (22.2 million, +2 million in one year) visited at least one website out of the seven companies that feature in the top 15 e-commerce websites. The mobile phone plays an important role: 53% of mobile users consult their smartphone while they are in a shop. Also, these are the only companies to benefit from the "Web2Store*" effect, which has an impact on 68% of consumers.

Global Internet

In January 2015, Médiamétrie integrated the tablet audience (sites and applications) into cross-device Audience. This completes mobile and computer Internet audience measurement (websites and applications) in order to provide the market with a measurement of three-screen Internet audience. In 2016, Médiamétrie will continue these efforts by developing a single operational panel for 2017. To achieve this, Médiamétrie will design and develop Mobile and Tablet measurement methods in 2016. The Mobile Internet Audience will progress from a panel stage and operator logs to the next step which uses measurement software ("meter"). This methodology will allow https pages to be included, as well as Wi-Fi provided by all operators, which, up until now, were obtained via calibrations. Likewise, https pages will be integrated into the scope of the Tablet Internet Audience. These panels will form a unique panel in conjunction with the computer panel, combined with website-centred results, to analyse Internet audiences using all types of screen. 

*The consumer carries out an information search on the Internet before making their purchase at a retail outlet 

 

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Benoit DAVID
Benoit DAVID
Attaché de Presse
Office : 01 71 09 93 18
bdavid@mediametrie.fr
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