Opera: ‘Nighttime is Prime-Time’ for Mobile

Opera has released its most recent State of the Mobile Web report. In addition to the usual country specific data, Opera also examined usage patterns to see when usage was heaviest. The company found that it was roughly the evening hours from 8 p.m. to midnight. However it would false to draw the conclusion that other hours saw little or no usage. According to Opera:
  • The highest level of Opera Mini use is at the tail end of the day – from 8 p.m. to midnight. That said, users in the United Kingdom are just as likely to browse on their phones between 8 a.m. and noon.
  • There is little difference in data consumption between weekdays and weekends.
  • The least amount of mobile browsing is done in the early morning (when most people are asleep), between midnight and 8 a.m.
  • In general, evening browsing (between 4 p.m. and midnight) is more common than daytime browsing (between 8 a.m. and 4 p.m.), except perhaps in China and the United Kingdom where daytime/evening usage is about even.
A recent report from ad agency Interpublic subsidiary Initiaitve shows some trends that are parallel but distinct in some respects. Based on a consumer survey (n=8,000) in multiple countries the agency found:
  • 60% of mobile Internet access/usage is happening in the home and, in general, mobile Internet use happens throughout the day.
  • Giving new meaning to the phrase “mobile first,” 30% of smartphone users start their day with mobile internet and 45% end with it.
  • The heaviest smartphone-driven Internet usage happens in the evening (for 64% of respondents) — at home.
  • Consumers are also using the mobile Internet while they’re doing other things: TV, radio, PC, print media.
(emphasis added.) Here are the “top” charts from Opera for the UK, US and China. The iPhone is the top device for Opera in the UK and US and Google is the top site in both countries according to Opera. Picture 24 Picture 25 Picture 26 Interestingly Google.cn is still on the list despite Google having “pulled out” of China officially.