Research from mobile survey company, On Device Research, which was conducted directly on the mobile internet, has revealed a new internet audience.
More than 50% of Asian and African mobile internet users as well as more than 20% of users in developed markets, such as the UK and US do not use the internet on a PC.
The deck shows the profile of this new generation of internet users and is the first in a series of free quarterly reports.
Taking a look into the growing app economy throughout the Middle East & North Africa region, we examine who the typical consumer is, what they are looking for and how they find it.
Philippines has been slow off the marks when it comes to smartphone penetration and mobile internet usage but it's starting to catch up fast.
Our report looks at the trends among the feature phone and smartphone users in the country of 97 million people.
Facebook might be the giant in social networking but WhatsApp has taken the lead in social messaging. It's not only WhatsApp thought - our smartphone users research in the US, Brazil, South Africa, Indonesia and China reveals some surprising numbers.
For many Africans mobile is the only way to connect with the world and internet is having a huge impact on people’s lives.
63% of Africans find that mobile internet has “greatly improved” their lives, compared to 40% in the UK.
This report compares the impact of the mobile internet in Kenya, Nigeria and South Africa vs the UK.
In 2011 Myanmar opened up to the world again and mobile ownership and internet usage finally started to climb.
We surveyed 550 mobile internet users in Myanmar for the first time ever.
Baidu - Explore The Mobile World in Indonesia - 2014Baidu Indonesia
Baidu releases a report based on the results of the company exploration on the mobile world trends in Indonesia. The exploration result was obtained from the surveys and interviews conducted by the company since 2 September to 31 October 2014. This activity aims to gain insights into the current situation and trends in Indonesian mobile market, as well as to gain in-depth description of the mobile phone users in Indonesia.
This report (in Indonesian) is also available in HTML5 version: http://goo.gl/HAIY2K
Taking a look into the growing app economy throughout the Middle East & North Africa region, we examine who the typical consumer is, what they are looking for and how they find it.
Philippines has been slow off the marks when it comes to smartphone penetration and mobile internet usage but it's starting to catch up fast.
Our report looks at the trends among the feature phone and smartphone users in the country of 97 million people.
Facebook might be the giant in social networking but WhatsApp has taken the lead in social messaging. It's not only WhatsApp thought - our smartphone users research in the US, Brazil, South Africa, Indonesia and China reveals some surprising numbers.
For many Africans mobile is the only way to connect with the world and internet is having a huge impact on people’s lives.
63% of Africans find that mobile internet has “greatly improved” their lives, compared to 40% in the UK.
This report compares the impact of the mobile internet in Kenya, Nigeria and South Africa vs the UK.
In 2011 Myanmar opened up to the world again and mobile ownership and internet usage finally started to climb.
We surveyed 550 mobile internet users in Myanmar for the first time ever.
Baidu - Explore The Mobile World in Indonesia - 2014Baidu Indonesia
Baidu releases a report based on the results of the company exploration on the mobile world trends in Indonesia. The exploration result was obtained from the surveys and interviews conducted by the company since 2 September to 31 October 2014. This activity aims to gain insights into the current situation and trends in Indonesian mobile market, as well as to gain in-depth description of the mobile phone users in Indonesia.
This report (in Indonesian) is also available in HTML5 version: http://goo.gl/HAIY2K
Moving brand tracking successfully to the mobile worldOn Device Research
Tracking studies can be monsters to tame - here's how Millward Brown has moved them successfully from face-to-face to mobile.
This presentation was co-presented at the MRMW conference in Singapore in March 2014 by Yee Mei Chan of Millward Brown and Alistair Hill of On Device Research.
ANTS | Indonesia Digital Landscape - TechInAsia 2015
Bước tranh người dùng và tổng quan các chỉ số thị trường Online Digital Indonesia.
Thị trường quảng cáo trực tuyến Indonesia 2015
Thị trường Thương mại điện tử Indonesia 2015
Thị trường Mobile người dùng internet Indonesia 2015
Thị trường Nội dung số Indonesia 2015
Mức độ tăng trưởng của nền kinh tế Số tại Indonesia 2015
TECHINASIA Singapore 2015: Philippine Market Expansion Track by Christian Bes...KickstartPH
TECHINASIA Singapore 2015 Conference (6-7 May 2015) highlights included "Market Expansion Tracks," a series of country-focused business environment briefings by subject matter experts.
So if you're interested to expand your business to the Philippines, let this presentation be your guide: "THE PHILIPPINES: One of the Great Undiscovered Adventures of the World" by Christian Besler, Kickstart Ventures Co-Founder. @christianbesler | www.kickstart.ph
Baidu Indonesia Research by GfK to capture Mobile Apps Market Potential in Indonesia.
Mobile Apps Market Study, Mobile Apps Potential, Mobile User Behaviour based on Apps, Mobile Market Indonesia, Mobile Apps Indonesia, Mobile Apps Market size Indonesia.
This is a compilation of facts and figures that paint a picture about the digital landscape of Indonesia. A few highlights are below:
1. Growing Love For the Internet
Internet penetration is growing in Indonesia as close to 24% Indonesians are now connected. Primary activity on the internet still remains social networking. However, multimedia, news & blogs are gaining popularity.
2. Mobile and Internet goes hand-in-hand
Over 78% Indonesians access internet with their mobile phones. This is fueled by the cheaper handsets, inexpensive data charges & growing popularity of social networks.
3. Smartphones gain popularity
Android overtook Blackberry as the #1 smartphone OS in Indonesia as 1 in every 4 Indonesian now owns a smartphone.
4. Social Media becomes a daily habit
Over 61% claim social media to be an integral part of their daily lives. They claim to be more inclined to purchase a brand if engaged with it on social media.
5. Indonesian moms are online via mobile
Over 70% of SES ABC1 Moms (kids under 5) are online via mobile. This makes it imperative for marketers and advertisers to revise their strategy to go mobile-first.
Google commissioned GfK to conduct a landmark study in Indonesia to gain insights into digital habits of Indonesian consumers. Using a passive metering approach, detailed consumer habits can be uncovered.
Smartphone User Persona Report is a comprehensive study conducted by Nielsen Informate to understand the behavioral patterns of smartphone users in India.
Moving brand tracking successfully to the mobile worldOn Device Research
Tracking studies can be monsters to tame - here's how Millward Brown has moved them successfully from face-to-face to mobile.
This presentation was co-presented at the MRMW conference in Singapore in March 2014 by Yee Mei Chan of Millward Brown and Alistair Hill of On Device Research.
ANTS | Indonesia Digital Landscape - TechInAsia 2015
Bước tranh người dùng và tổng quan các chỉ số thị trường Online Digital Indonesia.
Thị trường quảng cáo trực tuyến Indonesia 2015
Thị trường Thương mại điện tử Indonesia 2015
Thị trường Mobile người dùng internet Indonesia 2015
Thị trường Nội dung số Indonesia 2015
Mức độ tăng trưởng của nền kinh tế Số tại Indonesia 2015
TECHINASIA Singapore 2015: Philippine Market Expansion Track by Christian Bes...KickstartPH
TECHINASIA Singapore 2015 Conference (6-7 May 2015) highlights included "Market Expansion Tracks," a series of country-focused business environment briefings by subject matter experts.
So if you're interested to expand your business to the Philippines, let this presentation be your guide: "THE PHILIPPINES: One of the Great Undiscovered Adventures of the World" by Christian Besler, Kickstart Ventures Co-Founder. @christianbesler | www.kickstart.ph
Baidu Indonesia Research by GfK to capture Mobile Apps Market Potential in Indonesia.
Mobile Apps Market Study, Mobile Apps Potential, Mobile User Behaviour based on Apps, Mobile Market Indonesia, Mobile Apps Indonesia, Mobile Apps Market size Indonesia.
This is a compilation of facts and figures that paint a picture about the digital landscape of Indonesia. A few highlights are below:
1. Growing Love For the Internet
Internet penetration is growing in Indonesia as close to 24% Indonesians are now connected. Primary activity on the internet still remains social networking. However, multimedia, news & blogs are gaining popularity.
2. Mobile and Internet goes hand-in-hand
Over 78% Indonesians access internet with their mobile phones. This is fueled by the cheaper handsets, inexpensive data charges & growing popularity of social networks.
3. Smartphones gain popularity
Android overtook Blackberry as the #1 smartphone OS in Indonesia as 1 in every 4 Indonesian now owns a smartphone.
4. Social Media becomes a daily habit
Over 61% claim social media to be an integral part of their daily lives. They claim to be more inclined to purchase a brand if engaged with it on social media.
5. Indonesian moms are online via mobile
Over 70% of SES ABC1 Moms (kids under 5) are online via mobile. This makes it imperative for marketers and advertisers to revise their strategy to go mobile-first.
Google commissioned GfK to conduct a landmark study in Indonesia to gain insights into digital habits of Indonesian consumers. Using a passive metering approach, detailed consumer habits can be uncovered.
Smartphone User Persona Report is a comprehensive study conducted by Nielsen Informate to understand the behavioral patterns of smartphone users in India.
The internet technology is divided into many stages and one of them is 1G. The topics cover up in this : history, explanation, flaws and future version.
Enabling best practice Web experiences for today's increasingly Mobile world: This white paper explores why a Web Content Management solution that’s not optimized for ‘customers in motion,’ could be the deal breaker for customer engagement. Find out how innovative approaches to WCM can keep your company aligned with customer expectations in a mobile world.
KF Lai of Buzz City profiles the mobile web user in emerging markets. This presentation was given at ME's Monetising Mobile conference in September 2010.
South Africa isn't just Africa’s biggest economy, it’s also home to some seriously impressive mobile internet statistics.
Our report looks at everything mobile internet-related - from social media to education, banking to e-commerce. It's hard not to be impressed by how quickly mobile has built new opportunities for locals, and also businesses looking to enter South African market.
India is an emerging ‘mobile’ country. The country has the second-largest mobile phone user in the world with nearly 900 million subscriptions. This white paper presents the key areas of emphasis in the growing mobile for development space in India.
Consumers of Tomorrow - Insights and Observations About Generation Z★ Duong Vo ★
Examines Generation Z and the defining traits and trends of the age group. Provides insight into the implications for companies trying to target this unique generation of consumers
South African Mobile Phone Use and Attitudes Report 2016Raymond Buckle
A Survey of Internet User’s Attitudes and Uses of Mobile Phones compared to those of Feature Phone users. Published February 2016 by Effective Measure in partnership with SilverstoneCIS and the IAB and MMA South Africa.
Effective Measure, a leading provider of digital audience, brand and advertising measurement together with SilverstoneCIS, a mobile first audience marketing and solutions group, surveyed 2,299 mobile Internet users in South Africa (between November and December, 2015).
Topics covered a range of areas including but not limited to users’ manufacturer preference, time on device, use of device and internet usage.
The survey was conducted across smartphones and feature
phones to highlight the differences in user consumption across the two types of mobile Internet connections.
HOW CONSUMERS USE DIGITAL TECHNOLOGY AND ITS IMPACT ON THEIR LIVESCeriseUpham
HOW CONSUMERS USE DIGITAL TECHNOLOGY AND ITS IMPACT ON THEIR LIVES
Access to the internet
Digital devices used by audiences?
How consumers search for information?
What consumers buy online?
Online video consumption
Consumer trends
Understand the cross-device consumer in just 15 minutesJim Nichols
To get the most out of your marketing and advertising programs, it’s essential that you understand today’s consumer and the multi-device phenomenon of how they connect, communicate, shop and buy. Get the facts about cross-device consumer behaviors, and then four tips on how to use them to your brand advantage.
Cross-device usage
Mobile’s share of total connected time
The "mobile-only" and "mobile-mostly" connected consumer
Cross-device purchasing
Download this compelling information today so you can develop a cross-device strategy that delivers better ROI.
Understand the cross-device consumer in just 15 minutesConversant, Inc.
To get the most out of your marketing and advertising programs, it’s essential that you understand today’s consumer and the multi-device phenomenon of how they connect, communicate, shop and buy. Get the facts about cross-device consumer behaviors, and then four tips on how to use them to your brand advantage.
Cross-device usage
Mobile’s share of total connected time
The "mobile-only" and "mobile-mostly" connected consumer
Cross-device purchasing
Download this compelling information today so you can develop a cross-device strategy that delivers better ROI.
Informe realizado por ComScore en el que se analiza como el uso de smartphones, tabletas y otros dispositivos conectados están cambiando los habitos de consumo de los estadounidenses. (inglés).
The mobile path-to-purchase for Saudi Arabian main shoppersOn Device Research
Newly released analysis of On Device Research’s quarterly Mobile Path-to-Purchase tracker has shone a light on the role of the smartphone in the purchase decision making process of Saudi Arabian household main shoppers, along with the digital habits of customers at the country’s top supermarkets: HyperPanda, Al Othaim and Carrefour.
With an estimated 70.5% of the Saudi Arabian population owning a smartphone by the end of 2016 (Source: eMarketer), understanding the impact of the rise of mobile on the highly influential main shopper audience who directly determine a household’s brand consumption habits is crucial.
Messenger wars 2: How Facebook climbed back to number 1On Device Research
In the 2 years since our last report, Facebook has strategically climbed its way back to be number one of social messengers. With competition from super secret Snapchat and social messaging ecosystems, WeChat and Line - who will win the battle? Our research of smartphone users in USA, UK, Germany, Japan and China explores the best of social messaging.
78% of Brits have taken a selfie, 50% within the last month.
After only one week a whopping 70% had seen the now famous Oscars selfie.
It truly is Peak Selfie time.
This report looks at all the important Malaysia trends - mobile, social, ecommerce. Malaysia is clearly ahead of the pack in south-east Asia - it's higher income, better connected, and more affluent compared to its neighbours like Indonesia, Thailand, Vietnam and others.
A quick poll with over a 1000 smartphone owners in the UK revealed the most popular winter sports, plans to follow (or not) the games, and how will most be keeping track of the events.
Indonesia is dominating social media statistics. Already home to the biggest twitter city, we look at how Indonesian's love affair with social media is evolving to include ecommerce, political campaigns, and much more.
SoundCloud is a Big Data company - its 200 million users generate over 3 terabytes of raw data every single day. Yet all this data couldn't answer some "why?" questions.
On Device Research helped SoundCloud to enrich their Big Data with user research via mobile diaries. The presentation explains the challenge, the process and some of the findings.
Smartwatches and fitness trackers like Jawbone Up and Fitbit are getting lots of media exposure but are people really buying them?
New report finds that not many people own one, but the future is promising. Read our commentary: http://ondeviceresearch.com/blog/wearable-technology-tipping-point
Silicon Savannah - Why Nairobi Is The Next World Tech CapitalOn Device Research
Nairobi is one of the hottest and fastest growing tech hubs in the world right now. We look at the internet, mobile and social trends that help boost the local economy and have boosted the number of local tech startups.
Facebook costing 16-34s jobs in tough economic climate
One in ten young people have been rejected for a job because of their social media profile
We have just finished the third wave of our young people’s consumer confidence (YPCC) index, which is designed to help businesses understand what young people (16-34) think about their current and future economic and employment prospects, in both developed and growth markets.
The index covers 6000 16-34 year olds across six countries and revealed some surprising results.
Impact of social media on careers
If getting a job wasn’t hard enough in this tough economic climate the survey revealed that one in ten young people have been rejected for a job because of their social media profile.
Yet worryingly the majority (two-thirds) are not concerned that their use of social media now may harm their future career prospects and are not deterred from using it.
They are also more likely to have altered their social media profile to look good to their friends, as opposed to prospective employers.
Better education of the impact of social media is needed, to ensure young people are not making it even harder for themselves to get on the career ladder.
Consumer confidence
At the top line level consumer confidence levels amongst young people in growth markets are twice as high as the UK and US.
Young Chinese and Nigerian consumers have the overall highest confidence levels, indexing at 39, followed closely by Brazil (37) then India (37). In comparison, Britons index at just 16 and the US at 19.
Future employment
Confidence in growth markets is fuelled by optimism about their future employment prospects, with 88% firmly believing they will get a better education than their parent’s vs their counterparts in developed markets (64%). They are also more confident about earning a higher salary (89%) where as young people in developed markets are less certain (60%).
The global financial crisis has brought into sharper focus the long-term shift in economic power towards the developing world. Global consumer product companies are embracing this underlying trend and the mantra of reaching the next one billion customers in emerging markets.
To help companies turn their ambitions into reality, we've conducted a research project to understand the differences in shopping behaviour around the world. The research also highlights some of the issues western consumer product companies and grocers should consider, before launching in developing markets.
Study:
The study consisted of 5,375 consumers in the UK, US, Brazil, China, India and Nigeria. All questions were asked through a survey taken via the mobile Internet and we used our own panel of respondents.
Key considerations for developing markets:
In developing markets people are more inclined to use public transport or walk, therefore smaller sized products and low cost basket sizes will have more appeal.
Local brands and stores should not be underestimated - shopkeepers are the gatekeepers and even the best conceived consumer strategies need their support to succeed.
Setting up shop in close proximity to where people live is a critical success factor, as is having access to a local distribution network. To give the data a human perspective we also asked respondents to take a picture on their mobile of their main grocery store, the transportation they use to get to the store and their grocery shopping.
The images provide a stark contrast in lifestyles around the world.
iPhone 5 ranked fifth in user satisfaction, behind four Android powered devices.
These are the findings from our latest device satisfaction study, which is one of the largest studies of device satisfaction, measuring 320,000 mobile and tablet users across six countries, including the US, UK, France, Germany, Japan and Indonesia.
The results were surprising, with the much anticipated iPhone 5 only ranking fifth in device satisfaction in a study of 93,825 US mobile users, behind four Android powered devices. In fact US mobile users reported a higher satisfaction with their Motorola’s Atrix device (8.57), an Android powered device at a lower price point, than Apple iPhone 5 users (8.23).
Although Apple created one of the most revolutionary devices of the past decade, other manufactures have caught up, with some Android powered devices now commanding higher levels of user satisfaction.
What’s really interesting is the 4G impact - the top 5 devices for satisfaction in the US are 4G capable devices, and users with a 4G subscription reported a higher device satisfaction (7.76) than those with no 4G subscription (7.28).
Device satisfaction also has an impact on network operator satisfaction, which also showed a positive increase (+0.48) amongst 4G subscribers. 4G users also have a higher monthly mobile bill. In contrast, in the UK where there is only one 4G network operator EE, the iPhone 5 is under less pressure from competitive devices, ranking second in user satisfaction.
However in the study of 52,140 UK mobile users, the HTC One X scores higher (8.47) does score higher than Apple’s iPhone 5 (8.21).
As 4G opens up to more UK cities in 2013, it will provide opportunities for both mobile network operators and handset manufacturers, to increase satisfaction, device usage and loyalty.
On Device Research conducted the IAB Mobile study, gathering smartphone and feature phone users to keep detailed “day in the life” diaries of their mobile phone video usage behavior for two weeks, along with participation in detailed pre- and post-diary surveys.
The research also unveiled that an overwhelming majority (92%) of viewers share mobile video they have watched on their phone with others. With mobile videos being ranked third on the list of high-time-spent (one hour or more weekly) activities conducted on mobile phones, behind playing games and social media, the propensity for sharing video provides a strong vehicle for taking video ads along for the viral ride.
In addition, the research refutes the idea that mobile video is something consumers use haphazardly at odd times of the day when they have nothing else going on and no other screen available. In fact, mobile video usage grows steadily throughout the day, peaking in evening “prime time TV” hours. Twenty-two percent of video interactions were to access content viewers planned to watch, while 18 percent were out of boredom, and only 3 percent because no other screen was available.
According to the study, the most frequently viewed genres in mobile video are:
Music videos (45%)
Movie trailers (42%)
Tutorials/How-To’s (41%)
Funny short video clips (37%)
Humorous short clips (66%) and music videos (52%) are the most likely to be shared.
Post PC Era: English Premier League Football and MobileOn Device Research
This presentation looks at the global popularity of the English Premier League and how football fans watch games, access football news, and which brands they associate with the sponsorship of the Premier League
With an impressive 70% viewing mobile ads as a personal invitation from brands rather than an invasion, it opens up new opportunities for brand advertisers to engage with their consumers.
37% would not give up their mobile phone for a year, whereas only 16% wouldn’t give up sex
For a spot of summertime fun we carried out a cheeky little survey asking people if they would give up their phone for a year.
Over a third of the respondents we asked wouldn’t, instead opting to give up sex, TV, eating out and drinking! Females appear to be even more hooked on their devices, with nearly half saying they would rather forgo other pleasures than give up their mobile for a year.
It just goes to show how important the role devices play in our daily lives has become. So much so in fact, that a staggering 93% of respondents feel their life is better because they own a mobile phone.
So why have we become so dependent? Devices have always been a great way for people to organise their social life and connect with friends, but it’s the growing need to be continuously connected to the Internet wherever we go that has seen the mobile device move from being a luxury to a necessity.
The explosion of mobile internet usage has enabled the mobile advertising opportunity, but as most advertising planners know, truly engaging advertising doesn’t work in silos, it works together.
The aim of this report is to show how mobile media usage works in conjunction with other media (in particular TV), and how this creates new opportunities for advertisers to influence consumers at the point of purchase (m-commerce).
To provide a global perspective the initial section of this report looks into data across: UK, US, Brazil, Indonesia, Egypt, Singapore, India, South Africa and Qatar. The second section takes a more qualitative look into the day in the life of a mobile consumer in the UK, using mobile diaries to track behaviour.
2. The ‘mobile only’ Internet generation In developed economies the mobile internet is commonly thought of as an extension of the desktop internet, providing an additional, convenient and portable access method. However for many people around the world, the mobile phone will be the primary, or only way to access the internet. This will have profound effects, not only on the lives of these people, but on the Internet industry and the way brands communicate and interact with these consumers – the nextbillion consumers. In the first of a quarterly series, summarising recent client studies, On Device Research will examine this new segment, the ‘Mobile Only’ Internet generation.
3. On Device Research services On Device Answers On Device Effectiveness On Device Panels Global consumer research panels. Quick and affordable insight from any country with a focus on emerging markets. Device agnostic survey product. Works on web enabled feature phones, smartphones, PC, iPad, etc. Advertising effectiveness studies using mobile surveys and diaries.
11. The Mobile Only Internet Generation Mobile Internet Usage in: Africa Asia Net Promoter for Mobile Internet Agenda
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14. Emerging markets ‘mobile only’ browsersare mostly under 25 In emerging markets the vast majority of the ‘mobile only’ are under 25, the vast majority are male and many are in education. In the developed world the ‘mobile only’ are a different segment. In the UK they are split more evenly with 58% over 25. The US however provides interesting results, with most being over 25 and many on lower incomes. Countries: Nigeria, India, US, and UK Date: July- November 2010 N= 6165
15. 55% of Indian ‘mobile only’ are students Over half of the Indian ‘mobile only’ are in either school or university, indicating that a level of intelligence is required to have either the curiosity or know how to go on the mobile internet. This young and educated group are the worlds future internet users and will make up a large part of the worlds next billion consumers. Countries: India Date: July 2010 N= 1070
16. In the US, the ‘mobile only’ skew towards lower incomes Mobile browsers with household income of under $25,000 per year are 19% more likely to not, or rarely, use the desktop internet. If we couple this information with the demographic data it becomes clear that there is a large group of lower income over 25’s who only use the mobile internet but rarely, or never, use the desktop internet. Countries: US Date: November 2010 N= 1290
17. The Mobile Only Internet Generation Mobile Internet Usage in: Africa Asia Net Promoter for Mobile Internet Agenda
18. The Emerging markets opportunity The new digital audience creates opportunities for brands, Internet, media and financial services companies. The following section highlights some of these: Internet Companies + Brands – There is an appetite for mobile friendly Internet services (email, social networking, news, etc) many of which are ad funded. Brands have a new opportunity to market to these users, reaching the previously unconnected emerging middle classes in developing countries. Media – Downloading content is extremely popular (games and music downloading are the top browsing genres in Africa). Media companies have the opportunity to market and sell directly on the device where the content will be consumed, to an audience who don’t have the option to download on PC. Financial – Many ‘Mobile Only’ browsers don’t have a back account (in India 57% of the ‘Mobile Only’ don’t have a bank account). All of these people have a billing relationship with their mobile operator, giving them the opportunity to purchase electronically for the first time.
19. Content downloads and social networking leads mobile browsing behaviour in Africa Over 50% of mobile browsers go to sites for downloading games and music. Communication services such as social networking and email are popular. Almost half of respondents use search. Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal Date: October 2010 N= 7325
20. Opera provides quasi-smartphone experience for feature phone users in Africa Opera users are 33% more likely to use social networks than Non-Opera users and are comparable in behaviour to UK mobile browsers. In the UK, smartphone owners are 20% more likely to use social networking than those who don’t own a smartphone. Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal, UK Date: October 2010 N= 7325 + UK=1448
21. Nokia dominates mobile browsing in Africa 85% accessed the internet with a feature phone. Of the 15% who used a smartphone nearly all were Nokia Symbian devices with almost no reported use of Android or iPhones. Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal Date: October 2010 N= 7325
22. 66% of Kenyan ‘mobile only’ users download mobile music With limited or no access to the desktop Internet for many in Africa, the mobile Internet provides a significant opportunity for media and content companies. 66% of the Kenyan ‘mobile only’ have downloaded music on their mobile, with almost half downloading games and videos. Countries: Kenya Date: October 2010 N= 1009
23. The Mobile Only Internet Generation Mobile Internet Usage in: Africa Asia Net Promoter for Mobile Internet Agenda
24. 75% of Indonesian mobile browsers use social networks Only 39% of Indian browsers use social networking. Social networking is interactive and lends itself to faster data speeds. India currently doesn’t have mass market 3G services, Indonesia does. Search is the most popular mobileInternet activity in India. Indian browsers look for cricket scores, Indonesian for soccer (football). Countries: India + Indonesia Date: July-August 2010 N= 2138
25. Over 90% browse the mobile Internet at home With roughly half of Indonesian and Indian mobile browsers not using the desktop internet and over 90% using it in the home, it becomes clear that the mobile will play a very different role in these Asian countries compared to western markets. Countries: India + Indonesia Date: July-August 2010 N= 2138
26. 57% of the Indian ‘mobile only’ don’t have a bank account In India, not only do the ‘mobile only’ not use the desktop internet but 57% also don’t have bank account. There is a huge opportunity for the previously unbanked and unconnected to use electronic payments to purchase goods and services. Everyone of this 57% has a billing relationship with their mobile operator. Countries: India Date: July 2010 N= 1070
27. The Mobile Only Internet Generation Mobile Internet Usage in: Africa Asia Net Promoter for Mobile Internet Agenda
30. Detractors (score 0-6) are unhappy customers who impede growth through negative word-of-mouth.Net Promoter Score (NPS) = percentage of customers who are Promoters minus percentage of customers who are Detractors.
31. Consumers love the mobile Internet The mobile internet is going through significant growth in terms of unique users (see comScore, Opera or Admob stats). There are significantly more promoters of the mobile Internet than detractors, meaning that most people are recommending the mobile internet to friends, providing word of mouth momentum and provoking future growth. Countries: Nigeria, Kenya + US Date: October- November 2010 N= 3501
32. In Africa – Opera makes a big difference Nigerian Opera Mini browsers are far more likely to recommend the internet to friends and familythan the average browser. The vast majority of mobile internet browsers in Nigeria use feature phones. Countries: Nigeria Date: October 2010 N= 1167
33. In the US – high-end smartphones make difference Mobile browsers with high end smartphones (Android and iPhone) are far more likely to recommend the mobile internet to friends and family. Countries: US Date: November 2010 N= 1290
34. Alistair Hill On Device Research alistair@ondeviceresearch.com +44 (0) 7931 518 232 Thank You