THE MOBILE
INTERNET CONSUMER
EUROPE 2013

AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
Preface
The Mobile Internet Consumer – Europe 2013 report produced by Vserv.mobi
addresses the audience insights of the gr...
DEMOGRAPHICS
THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 3
Age
37%
29%

Half of the mobile internet
users in Europe belong to 18
to 24 years age group

21%
Less than 18 yrs

13%

18...
Gender

39%

61%

6 out of 10 mobile
internet users in
Europe are men
Male

Female

THE MOBILE INTERNET CONSUMER – EUROPE ...
Education
34%

Graduate / Post Graduate

31%

Diploma / Undergraduate
Schooling up to 12 years
Uneducated

24%

11%

Over ...
Occupation
13%

Student

33%

8%

Housewife

12% Business

13% Currently
not working

Full-time job

12% Self Employed
Pro...
CONSUMPTION PATTERN
THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 8
Mobile content downloaded
in the last month
78%
35%

Game / App

38%

Video

Music

31%

Besides browsing,
email and chat,...
Users love mobile ads that help them...
56%

Download mobile content
Find a good deal on something
Learn about a brand

Lo...
PURCHASING POWER
THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 11
Product Ownership
Mobile Internet users are economically stronger,
with a high penetration of other product categories
Com...
Affluent Lifestyle
Restaurant

Movie Theatre

Shopping Mall / Market

47%
41%
76%

Mobile internet users frequently visit ...
About the study
The Mobile Internet Consumer report produced by MMA & Vserv.mobi is based
on a primary survey of around 30...
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade...
About Vserv.mobi
Vserv.mobi is an Award Winning Mobile Advertising Exchange focused on
Emerging Markets, that maximizes va...
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Mobile internet-consumer-europe

  1. 1. THE MOBILE INTERNET CONSUMER EUROPE 2013 AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
  2. 2. Preface The Mobile Internet Consumer – Europe 2013 report produced by Vserv.mobi addresses the audience insights of the growing mobile internet user base in Europe. This report focuses on profiling the mobile web & app users, their purchasing power, lifestyle and consumption pattern. The findings and insights are drawn from a survey conducted in 36 countries across regions. The Mobile Internet Consumer report is designed for media planners & brand advertisers. It is created with the objective to help brands plan their media strategy for reaching the right target audience through Mobile Web & Apps. It will also help app developers, content providers, OEMs & telecom service providers in understanding the evolving mobile consumer. The Mobile Internet Consumer report is available for India, China, Southeast Asia, Middle East, Africa, Latin America, North America and Europe. THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 2
  3. 3. DEMOGRAPHICS THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 3
  4. 4. Age 37% 29% Half of the mobile internet users in Europe belong to 18 to 24 years age group 21% Less than 18 yrs 13% 18-24 yrs 25-35 yrs more than 35 yrs THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 4
  5. 5. Gender 39% 61% 6 out of 10 mobile internet users in Europe are men Male Female THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 5
  6. 6. Education 34% Graduate / Post Graduate 31% Diploma / Undergraduate Schooling up to 12 years Uneducated 24% 11% Over 3rd of the mobile internet users are Graduates or Post Graduates THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 6
  7. 7. Occupation 13% Student 33% 8% Housewife 12% Business 13% Currently not working Full-time job 12% Self Employed Professional 9% Part-time job Earning class 66% 2/3rd of the mobile internet users in Europe belong to Earning class THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 7
  8. 8. CONSUMPTION PATTERN THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 8
  9. 9. Mobile content downloaded in the last month 78% 35% Game / App 38% Video Music 31% Besides browsing, email and chat, mobile internet users love downloading mobile content Themes THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 9
  10. 10. Users love mobile ads that help them... 56% Download mobile content Find a good deal on something Learn about a brand Locate something nearby 38% 37% 42% Mobile internet users enjoy receiving mobile content and locating services nearby through mobile ads. Mobile will drive greater engagement when integrated with other marketing mediums. THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 10
  11. 11. PURCHASING POWER THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 11
  12. 12. Product Ownership Mobile Internet users are economically stronger, with a high penetration of other product categories Computers Tablets 65% 42% Connected Devices 76% 52% 51% Consumer Durables Automobiles Payment Cards THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 12
  13. 13. Affluent Lifestyle Restaurant Movie Theatre Shopping Mall / Market 47% 41% 76% Mobile internet users frequently visit shopping malls, restaurants indicating higher disposable income THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 13
  14. 14. About the study The Mobile Internet Consumer report produced by MMA & Vserv.mobi is based on a primary survey of around 3000 mobile web & app users. The survey was conducted using random sampling for natural representation of the target group across 6 key countries in Europe – France, Germany, Italy, Russia, Spain and UK. The overall Europe averages were weighted as per the regional composition of mobile internet users in each focus country. To know more about The Mobile Internet Consumer report, please write to us at insights@vserv.mobi or visit vserv.mobi/insights
  15. 15. About the Mobile Marketing Association (MMA) The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.
  16. 16. About Vserv.mobi Vserv.mobi is an Award Winning Mobile Advertising Exchange focused on Emerging Markets, that maximizes value of mobile media for advertisers, developers, publishers and telecom operators. Powered by award winning AudiencePro™ and AppWrapper™ platforms, Vserv.mobi has delivered mobile advertising experiences for leading Fortune 500 brands & digital media companies, across 200 countries. AudiencePro’s audience targeting capabilities and AppWrapper’s "One Click" SDK integration for App Developers continue to empower the mobile ecosystem. The company has a global presence, with offices across USA, UK, South Africa, India, Singapore, Indonesia, Malaysia & Vietnam. Funded by IDG ventures, Vserv.mobi was founded in January 2010. Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi

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