January 9th, 2024, Kineree Shah
In an age dominated by smartphones, the humble landline phone might seem like a relic of the past. However, YouGov's recent survey across 17 international markets reveals the surprising persistence of landline usage in various parts of the world.
Across 17 international markets, one in five consumers report having and using a landline phone (22%). This statistic challenges the notion that landlines are completely obsolete in the digital age. Another 18% have a landline but don't use it, suggesting that while the relevance of landlines is diminishing, they haven't disappeared.
In a detailed look at market-specific trends, Germany emerges as the leader in landline usage with more than half of its population still relying on this traditional mode of communication (55%). This high rate starkly contrasts with the shift towards digital communication, underscoring a unique preference or necessity within the German market.
Turning our attention to Asia, Hong Kong stands out with a third of its population continuing to use landlines (32%), the highest among the surveyed Asian markets. The UAE also shows a notable level of landline usage, with three in 10 consumers still using these phones (29%). Contrastingly, India presents a markedly different scenario, where only 12% of the population uses landlines.
In the US, landline usage stands at a moderate 19%, indicating that while digital communication dominates, a significant minority still holds on to traditional telephony. Similarly, in Britain, nearly a quarter of the population (24%) continues to use landlines.
The Nordic countries, specifically Sweden and Norway, show the lowest usage rates at just 6%. This minimal reliance on landlines in these regions suggests a strong inclination towards mobile and internet-based communication technologies. For instance, in Norway and Sweden, nine in 10 of consumers have a smartphone (92% in Sweden and 93% in Norway) while 5-6% have a basic phone.
Our survey sheds light on the intriguing persistence of landline phones in various regions. For businesses, these insights are invaluable for developing communication strategies that resonate with diverse consumer preferences. The key takeaway? In our rush towards digitalization, it's important not to overlook the segments of society that still rely on traditional forms of communication.
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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 17 markets with sample sizes varying between 501 and 2004 for each market. All surveys were conducted online in October 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.
Cover photo by Negative Space