5%

6%

7%

8%

11%

8%

16%

21%

29%

28%

42%

47%

69%

97%

5%

7%

8%

9%

10%

12%

19%

27%

33%

35%

52%

56%

74%

98%

10%

14%

12%

20%

35%

8%

10%

13%

26%

36%

4%

11%

12%

11%

16%

18%

21%

21%

23%

25%

25%

32%

5%

10%

11%

12%

16%

19%

21%

22%

24%

26%

27%

39%

0%

3%

4%

10%

9%

75%

0%

2%

5%

6%

7%

81%

7%

8%

14%

17%

19%

25%

35%

5%

6%

10%

11%

13%

16%

22%

4%

9%

9%

10%

8%

12%

21%

37%

41%

45%

37%

43%

58%

4%

6%

6%

6%

8%

10%

16%

27%

27%

29%

30%

38%

45%

4%

7%

7%

7%

26%

21%

28%

4%

7%

7%

8%

20%

22%

32%

13%

11%

22%

19%

26%

37%

45%

48%

11%

11%

22%

23%

28%

39%

45%

48%

21%

14%

15%

27%

18%

26%

28%

26%

33%

29%

27%

26%

36%

66%

88%

19%

20%

21%

22%

22%

23%

27%

28%

28%

28%

29%

31%

43%

68%

88%

21%

14%

16%

25%

19%

25%

24%

25%

31%

27%

26%

24%

36%

64%

87%

19%

19%

22%

21%

21%

20%

21%

27%

27%

27%

27%

28%

40%

64%

88%

20%

15%

19%

22%

22%

23%

16%

23%

26%

25%

26%

20%

36%

61%

86%

9%

15%

14%

11%

20%

13%

16%

22%

17%

16%

19%

18%

32%

51%

71%

TECH & WEB

5%

5%

5%

3%

11%

7%

12%

16%

71%

81%

2%

3%

4%

4%

8%

8%

10%

17%

71%

84%

3%

4%

8%

4%

9%

7%

5%

15%

74%

80%

0%

1%

2%

1%

3%

5%

3%

15%

73%

73%

4%

5%

6%

3%

11%

7%

10%

16%

72%

81%

2%

3%

4%

4%

8%

6%

9%

15%

69%

83%

18%

34%

1%

4%

5%

10%

3%

8%

10%

25%

5%

20%

24%

22%

27%

37%

56%

5%

16%

19%

21%

29%

37%

66%

7

9

8

8

8

7

7

8

11

8

11

9

8

11

16

8

8

8

10

11

11

12

12

12

13

13

13

14

15

21

6

7

8

7

12

9

9

8

8

10

8

8

9

15

18

5

6

7

7

8

9

9

11

11

11

11

12

12

17

21

7

8

7

9

8

10

12

9

8

8

8

8

8

13

17

7

7

7

10

10

10

10

11

11

12

12

12

13

16

21

7%

32%

56%

7%

29%

58%

17%

15%

18%

24%

26%

26%

34%

43%

52%

14%

15%

16%

21%

22%

26%

29%

42%

49%

3%

20%

21%

28%

21%

5%

9%

3%

7%

36%

36%

7%

47%42%

94%

37%

93%

40%

5%

5%

12%

39%

77%

4%

4%

13%

42%

74%

4%14%

36%44%

5%13%

31%47%

2%

3%

7%

14%

17%

51%

1%

4%

9%

16%

21%

44%

8%

11%

9%

13%

16%

21%

19%

18%

21%

22%

21%

23%

24%

25%

28%

37%

60%

7%

9%

9%

13%

14%

18%

18%

18%

19%

19%

20%

20%

20%

26%

27%

33%

55%

31%

37%

36%

30%

35%

37%

9%

22%

23%

22%

22%

36%

47%

61%

66%

7%

21%

21%

21%

21%

34%

48%

62%

69%

5%

2%

4%

7%

6%

5%

9%

6%

9%

12%

4%

4%

5%

5%

5%

6%

8%

9%

10%

12%

6%

1%

1%

7%

11%

7%

7%

8%

7%

14%

5%

0%

0%

3%

4%

4%

4%

8%

8%

5%

5%

2%

3%

7%

8%

6%

9%

7%

9%

12%

6%

3%

3%

3%

5%

6%

7%

9%

9%

11%

8%

6%

18%

21%

26%

29%

42%

44%

41%

61%

8%

9%

21%

25%

26%

38%

45%

51%

52%

63%

8%

13%

10%

11%

24%

20%

26%

29%

31%

35%

8%

10%

10%

13%

23%

27%

32%

38%

39%

45%

5%

7%

13%

16%

25%

25%

37%

36%

36%

49%

7%

7%

14%

19%

25%

32%

42%

42%

45%

54%

4%

3%

5%

6%

7%

8%

10%

15%

20%

15%

21%

26%

26%

29%

33%

3%

3%

4%

5%

7%

9%

10%

15%

18%

18%

23%

28%

32%

35%

39%

19%

20%

21%

26%

24%

28%

30%

38%

38%

47%

19%

21%

21%

26%

28%

30%

32%

40%

41%

49%

52%

24%

11%

6%

7%

51%

29%

10%

5%

6%

41%

18%

10%

6%

25%

41%

25%

11%

6%

16%

47%

22%

10%

6%

15%

46%

27%

10%

5%

11%

9%

21% 19%14%

4%10%24% 23%

14%3%

05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

10%

23% 21%15%

4%10%27% 26%

16%3%

05:00-07:00 07:00-09:59 10:00-17:00 17:00-20:00 20:00-05:00

7%

19% 17%12%

4%7%20% 20% 13%

4%05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

8%18% 16%

12%3%9%

21% 20% 13%2%

05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

6%15% 14%

11% 3%4%15% 15% 12% 2%

05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

7%17% 16% 11% 3%6% 17% 18% 12% 3%

05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

FAMILIES WITH KIDS| ENTERTAINMENT

9%

10%

15%

13%

17%

17%

20%

18%

22%

32%

24%

44%

46%

8%

8%

13%

15%

16%

17%

20%

21%

24%

28%

30%

43%

57%

3%

3%

8%

8%

10%

11%

71%

2%

3%

7%

8%

10%

11%

70%

4%

4%

4%

10%

20%

4%

4%

5%

10%

20%

3%

3%

4%

8%

15%

3%

2%

4%

7%

15%

1%

2%

3%

6%

9%

1%

1%

3%

4%

9%

De

vice

s w

ith

Inte

rnet

co

nn

ect

ion

4%

7%

17%

19%

74%

3%

7%

17%

18%

78%

3%

6%

14%

17%

66%

2%

6%

14%

17%

71%

2%

4%

11%

14%

58%

1%

5%

12%

15%

64%

De

vice

s w

/o In

tern

et c

on

nec

tio

n

8%

18%

19%

21%

24%

27%

30%

49%

13%

19%

19%

21%

26%

31%

34%

55%

2%

6%

3%

2%

3%

4%

2%

5%

3%

3%

14%

15%

6%

6%

6%

6%

6%

7%

7%

7%

7%

7%

8%

10%

10%

15%

21%

3%

8%

3%

1%

2%

4%

3%

3%

6%

4%

17%

19%

3%

4%

4%

1%

4%

1%

1%

4%

11%

7%

12%

14%

2%

7%

3%

2%

3%

4%

2%

4%

4%

4%

15%

16%

8%

6%

6%

7%

6%

6%

6%

8%

7%

6%

7%

11%

10%

14%

22%

2%

2%

2%

3%

3%

1%

3%

4%

3%

4%

8%

10%

10%

10%

1%

1%

1%

1%

1%

3%

3%

3%

3%

3%

4%

8%

10%

9%

6%34%

20% 27%12%7%

36%20% 27%

10%

1%

2%

2%

2%

2%

3%

2%

2%

3%

3%

3%

4%

4%

4%

8%

2%

2%

2%

2%

2%

2%

3%

3%

3%

4%

4%

5%

5%

6%

10%

2%

2%

2%

3%

3%

2%

3%

4%

3%

5%

9%

10%

9%

12%

1%

1%

1%

1%

2%

2%

2%

4%

4%

4%

6%

9%

10%

11%

2%

2%

2%

2%

2%

1%

2%

3%

3%

1%

6%

9%

11%

6%

3%

3%

3%

3%

3%

1%

3%

1%

1%

0%

5%

6%

8%

7%

2%

0%

2%

1%

6%

9%

8%

10%

13%

17%

18%

24%

1%

1%

1%

1%

6%

6%

6%

9%

11%

14%

16%

21%

12%35%

16% 23% 13%12%37%

15% 25% 12%

1%

0%

3%

0%

4%

6%

5%

7%

9%

16%

12%

16%

0%

0%

2%

0%

3%

6%

4%

6%

9%

17%

10%

16%

1%

1%

1%

2%

2%

3%

3%

3%

3%

4%

4%

4%

1%

1%

2%

2%

2%

2%

3%

3%

3%

3%

4%

5%

2%

0%

2%

2%

7%

11%

9%

12%

15%

18%

21%

28%

1%

2%

2%

2%

7%

7%

9%

11%

13%

15%

17%

27%

32% 30% 26% 23% 22% 21%17%9% 5% 9% 8% 4%

12%2% 3% 3% 4% 3%

35%24% 24% 19% 19%

31%18%

9% 9% 9% 6% 9%12%4% 4% 2% 2% 2%

4%

5%

4%

4%

4%

5%

5%

5%

7%

11%

3%

4%

4%

4%

4%

4%

5%

5%

6%

11%

1%

1%

1%

2%

2%

2%

3%

3%

4%

5%

1%

1%

1%

1%

2%

2%

3%

3%

4%

5%

1

2

2

5

7

11

2

3

3

5

7

12

4%

8%

10%

8%

10%

11%

5%

7%

8%

9%

12%

12%

1

3

2

5

6

12

1

2

2

4

6

10

1

3

2

6

7

8

0

2

1

3

7

5

3%

6%

5%

10%

14%

8%

3%

6%

7%

7%

11%

7%

3%

7%

8%

9%

11%

10%

4%

7%

7%

8%

12%

10%

54%

21%

38%

16%

19%

50%

45%

29%

32%

40%

42%

44%

44%

54%

41%

56%

55%

56%

60%

57%

18%

18%

21%

21%

25%

30%

27%

18%

55%

36%

34%

39%

34%

44%

44%

8%

25%

58%

30%

33%

80%

38%

38%

39%

40%

41%

42%

43%

43%

47%

48%

48%

48%

50%

67%

79%

24% 14% 3% 2% 1% 1% 0%24% 11% 3% 2% 1% 0% 0%

53% 45%

3%

55%43%

2%

80%

13% 8%

81%

15% 4%

37%20% 17%

4% 1%

38%20% 18%

4% 0%

32%

23% 24% 25%23% 22%

24% 22% 22% 23%23%

44%

24% 24%28% 31%

27% 28% 28% 26%30%

27%

21%23%24%25%22%41%43%44%44%45%

3%

3%

4%

5%

3%

7%

11%

26%

32%

44%

3%

4%

4%

6%

7%

8%

12%

31%

34%

40%

2%

2%

3%

3%

3%

8%

10%

11%

10%

44%

2%

2%

3%

3%

4%

8%

10%

11%

11%

39%

17%17%19%19%

47%33%34%35%36%

62%

10% 11% 12% 11% 14% 15% 11% 14% 12% 10% 11%13% 15% 14% 14%22% 21%

13% 17%12% 17% 13%

4%14%

4%6%12%

60%

3%4%5%7%9%

72%

4%5%4%7%10%12%

28%37%

42%

54%

4%5%5%7%8%12%

28%

38%44%

51%

10%

8%

3%

2%

2%

2%

2%

3%

6%

4%

1%

2%

19%

19%

8%

9%

7%

6%

7%

6%

4%

4%

2%

3%

22%

24%

19%

20%

13%

15%

12%

14%

8%

9%

5%

6%

16%

16%

32%

33%

21%

23%

15%

15%

13%

12%

13%

15%

33%

33%

38%

35%

56%

53%

64%

62%

70%

71%

79%

74%

13% 9% 11% 12% 16% 17% 13% 14% 15% 12% 15%19%

12% 15% 17%

26%18% 16% 19%

15% 16% 18%

46%61%64%65%65%

53%69%69%69%73%

6%

10%

12%

6%

10%

12%

3%

4%

25%

3%

4%

27%

2%3%4%4%5%

24%

40%53%

2%2%3%4%6%

24%

43%57%

36%

51%

72%

37%

54%

74%

12%

22%

25%

12%

24%

31%

37%

41%

62%

38%

41%

66%

26%

27%

35%

29%

30%

38%

24%28%26%22%23%44%44%46%46%47%

20%

27% 28% 26%24% 23%

27% 25% 25% 26% 26%29%33%

36% 37%30%

35%40%

35% 34%39% 42%

25%31%

25% 26%23% 22%

25% 24% 26% 28% 25%

38% 38% 38%

47%

35% 38% 38% 37%43%

38% 38%

25%29%26%

62%57% 48%48%49%51%69%

6%6%6%6%8%13%14%20%

27%27%

5%6%6%7%9%12%15%21%26%27%

4%5% 9%13%

20%19%

23%4%6%

10%

15%

17%20%

23%

37%46%43%

53%37%45%45%53%

2%

2%

5%

6%

30%

54%

2%

3%

5%

6%

31%

53%

1%

2%

9%

11%

14%

67%

1%

2%

10%

11%

14%

67%

5%

8%

6%

7%

8%

11%

16%

21%

28%

29%

42%

47%

69%

97%

8%

9%

9%

12%

12%

18%

21%

27%

29%

42%

49%

58%

63%

95%

20%

12%

35%

14%

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28%

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4%

11%

11%

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16%

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23%

21%

25%

25%

32%

10%

22%

22%

27%

31%

36%

42%

44%

45%

53%

53%

56%

0.1%

3%

4%

9%

10%

75%

0.2%

2%

3%

10%

11%

74%

8%

7%

14%

17%

19%

25%

35%

9%

10%

15%

21%

23%

27%

43%

4%

9%

8%

9%

12%

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21%

37%

43%

37%

41%

45%

58%

4%

10%

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12%

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26%

40%

44%

46%

47%

52%

65%

4%

7%

7%

7%

21%

28%

26%

3%

6%

7%

7%

18%

29%

30%

11%

13%

19%

26%

22%

37%

45%

48%

9%

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16%

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30%

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12%

27%

8%

13%

26%

29%

26%

27%

24%

33%

36%

66%

88%

15%

18%

18%

26%

26%

27%

28%

30%

30%

37%

41%

63%

91%

14%

22%

17%

17%

20%

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26%

21%

26%

36%

61%

86%

28%

28%

42%

21%

27%

32%

29%

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14%

32%

49%

59%

89%

12%

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11%

15%

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27%

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23%

31%

36%

64%

87%

18%

18%

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28%

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36%

38%

60%

90%

2%

5%

3%

18%

12%

7%

5%

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16%

71%

81%

1%

6%

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15%

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19%

82%

85%

3%

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2%

22%

5%

7%

4%

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74%

80%

6%

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3%

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3%

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7%

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80%

91%

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6%

2%

19%

10%

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05:00-07:00 07:00-09:59 10:00-17:00 17:00-20:00 20:00-05:00

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05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

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05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

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0

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18

32

1

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23

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8

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47%46%

Info source: Google consumer barometer

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05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

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5%

05:00-07:00 07:00-09:59 10:00-17:00 17:00-20:00 20:00-05:00

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05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

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3%

05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

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05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

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05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

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16% 23% 13%13%37%

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2%

1%

7%

5%

16%

9%

8%

20%

12%

17%

1%

1%

2%

2%

2%

2%

3%

3%

3%

4%

4%

3%

3%

4%

2%

2%

2%

2%

2%

2%

3%

3%

3%

4%

4%

4%

4%

4%

2%

3%

2%

4%9%

7%

12%

15%

11%

18%

21%

28%

2%

3%

4%

6%

9%

11%

16%

17%

18%

18%

24%

36%

4%

4%

5%

5%

4%

4%

6%

7%

9%

11%

8%

8%

9%

9%

9%

9%

11%

14%

18%

19%

36 3326 24 23 2118

10 6 9 10 5112 1 4 3 2

3524 24 19 19

3118

9 9 9 6 9124 4 2 2 2

1%

2%

1%

1%

2%

2%

1%

3%

4%

5%

1%

1%

1%

1%

1%

2%

2%

2%

3%

5%

7%

8%

10%

11%

10%

26%

8%

11%

16%

17%

17%

25%

5%

10%

5%

8%

14%

23%

0.3%

7%

5%

8%

11%

14%

1

2

2

5

7

11

1

2

3

5

7

11

1

3

2

5

6

12

1

3

4

5

7

12

1

3

2

5

6

12

0.2

3

5

5

6

14

7%

9%

8%

10%

11%

25%

7%

10%

13%

14%

15%

26%

54%

21%

19%

16%

38%

50%

45%

32%

32%

39%

42%

43%

45%

49%

41%

56%

55%

56%

60%

57%

48%

56%

56%

61%

62%

64%

36%

55%

23%

27%39%

22%

25%

8%

34%

44%

58%

44%

30%

33%

80%

38%

38%

39%

41%

41%

42%

46%

47%

48%

48%

49%

49%

53%

64%

76%

 

 

37%20% 17%

4% 1%

38%21% 17%

4% 1%

53% 45%

3%

57%41%

3%

24%14%

3% 2% 1% 1%23% 12% 3% 1% 1% 1%

80%

13% 8%

79%

16% 6%

32%

23% 24% 25%

23% 22%24% 22% 22% 23%

23%

51%

31% 29%33% 31%

24%

33%30% 29% 29% 30%

25% 23% 24% 23% 22% 23%

50% 43% 42% 42% 41% 41%

2%

2%

3%

3%

3%

8%

10%

10%

11%

44%

2%

2%

3%

3%

4%

8%

10%

11%

12%

40%

3%

3%

4%

4%

5%

7%

11%

26%

32%

44%

4%

4%

5%

5%

6%

8%

13%

30%

34%

38%

47%

19% 17% 17% 17%

65%39% 37% 37% 37%

10% 11% 12% 11% 14% 15% 11% 14% 12% 10% 11%16% 16% 12% 14%

24% 24%15% 19% 19% 17% 16%

60%

16% 12% 14%5% 4%

56%

19% 14% 13% 6% 5%

54%42% 37%

28%

12% 10% 7% 5% 4% 4%

54%45%

38%28%

12% 9% 8% 5% 4% 4%

10%

11%

3%

3%

2%

2%

2%

2%

5%

5%

6%

6%

19%

21%

8%

7%

7%

7%

7%

6%

5%

7%

4%

3%

22%

23%

19%

18%

13%

13%

12%

13%

8%

9%

8%

8%

16%

17%

32%

35%

21%

21%

15%

16%

11%

14%

13%

14%

33%

29%

38%

37%

56%

57%

64%

63%

70%

65%

70%

68%

13% 9% 11% 12% 16% 17% 13% 14% 15% 12% 15%19%

10% 12% 16%

24%19%

15% 16%12% 13% 16%

65%65%64%61%46%

72%70%69%69%54%

3%

4%

25%

3%

4%

25%

66%53%

40%24%

5%

66%56%

40%25%

5%

36%

51%

72%

35%

52%

73%

37%

41%

62%

38%

43%

62%

6%

10%

12%

6%

9%

11%

26%

27%

35%

27%

28%

35%

12%

22%

25%

14%

26%

28%

26%25%25%23%26%47%46%44%44%42%

20%

27% 28% 26%24% 23%

27% 25% 25% 26% 26%26%31%

37% 35%31% 32%

43%36%

32%37% 38%

57%62%

29%31%24%

65%51%50%45%43%

25%31%

25% 26%23% 22%

25% 24% 26% 28% 25%

40% 38% 40%47%

34% 37%42% 41%

46%38% 43%

5%4% 9%

19%

20%

23%

13% 4%4% 8%

18%

22%

24%

13%

27% 27%20%

14% 13%8% 6% 6% 6% 6%

29% 26%19%

14% 13% 9% 7% 7% 6% 5%

2%

2%

5%

6%

30%

54%

1%

2%

5%

6%

31%

54%

37%43%46%53%

35%41%49%51%

2%

1%

9%

11%

14%

67%

1%

1%

10%

11%

14%

66%

Info source: 2015 SMG Performance Smartphone Purchase Experience Map

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