Google Research Study Event

The year 2014 is expected to be a promising one for Pakistan’s smartphone using population.The International Data Corporation (IDC)  performed a survey of over 1000 Pakistanis  on Google’s behalf, The “Pakistan Digital Consumer Study”. They concluded that 2014 will be the year Pakistani’s will shift form desktop internet to smartphone internet.

“While desktop is dominant with 91 percent owning a PC at home, 45 percent also own a smartphone or tablet. 18 percent cite the latter as their primary device. Mobile devices are gaining momentum: 86 percent use PCs to access the Internet daily, 77 percent use smartphones, 73 percent use feature phones and 59 percent use tablets daily.” “We think 2014 is the year mobile Internet overtakes desktop Internet in Pakistan. Consumers are really starting to embrace smartphones and tablets,” said, Tania Aidrus, Manager for Asian Growth Markets, Google Asia Pacific.

The internet  smartphone trend is supposed to increase, as the anticipation of 3G coming to Pakistan  keeps on growing as the new year approaches.

Google Research Study

The research was done in all the 7 metro’s (Karachi, Islamabad, Lahore etc.) of the country as well as other areas.  The research also showed that users who use the internet at home, tend to do more via WiFi on their smartphones or tablets, than on their desktop computers. The  average internet usage is 2.25 hours on Weekdays and 3 hours on Weekends (The people surveyed are those who are actively using the internet).

Google Research Study Event

The Key challenges that have been highlighted through this survey are:

  1. The main challenge is quality and reliability of Internet connectivity both in terms of Internet Service Provider coverage and utility reliability.
  2. The secondary challenge is more equal gender involvement in Internet usage.

Google Survey Event

The report points to the following opportunities for Pakistan to make the Internet work better for Pakistanis:

  1. Economic impact of the Internet, esp. for SMBs. If Internet access barriers are lowered to consumers, businesses and communities, then we can expect growth to be far more rapid than what we are already seeing. Growth on the Internet encourages more growth. More businesses online means more information for people. More people online means incentives to create better networks.
  2. Nutritious use of Internet content: education, research, financial services. If Pakistan gets this right, the growth of the Internet will be more sustainable and more balanced, but even faster. It will be based on the growth of lots of small businesses, rather than a few conglomerates. It will be built by and for the people in emerging markets, and therefore be more useful to them. It will better reflect local culture. It will better reflect local needs. That will make the Internet more valuable and the economy stronger. The demand is there, the only problem is with schools, universities and banks who don’t believe it’s there.


Google Research Study Event

So, according to Google’s survey Pakistan seems to be heading towards more and more smartphone usage. Also, due to the broad price range of the devices, more and more consumers are shifting to smartphones day by day.