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  • 1. Smartphone usage and mobile attitudes in Europe November 2011
  • 2. 1. Penetration – Smartphone, Internet & mobile The penetration of smartphone is on average about 26% (going from 18% to 34%) With an average Internet penetration of 74%, three out of four people use the Internet; Italy is the only country below 60% Mobile subscriptions, with an average of 1,22 per person, show that it is not uncommon to have a contract with multiple mobile operator Credits: Amodiovalerio Verde
  • 3. 1. Penetration – Smartphone Use of smartphones is particularly high in the age class 18 to 29, and considerably lower in the 50+ class In the age class 30 to 49 the usage is still far above the average Credits: Amodiovalerio Verde
  • 4. 1. Penetration – Smartphone In all selected European countries, smartphone adoption is higher in male than in female In UK and Norway the gap between genders, about smartphone adoption, is lower Credits: Amodiovalerio Verde
  • 5. 2. Behavior
  • 6. 2. Behavior – Internet usage Over 60% of smartphone owners connect to the Internet via smartphone at least once a day Desktop computers are still the most used media to connect to the Internet, with over 90% of smartphone owners who use it to connect at least once a day Credits: Amodiovalerio Verde
  • 7. 2. Behavior – Internet usage Smartphone owners have frequent but short online sessions via smartphone, and few but long sessions via desktop Credits: Amodiovalerio Verde
  • 8. 2. Behavior – Mobile use cases Smartphones are mainly used to browse Internet, take photo/video, email and general search while are less used to job search, house search and coupons for shopping The mobile use cases can vary significantly depending on the considered country Credits: Amodiovalerio Verde
  • 9. 2. Behavior – Mobile use cases Credits: Amodiovalerio Verde
  • 10. 2. Behavior – Mobile use cases Credits: Amodiovalerio Verde
  • 11. 2. Behavior – Mobile use cases Credits: Amodiovalerio Verde
  • 12. 2. Behavior – Mobile use cases Credits: Amodiovalerio Verde
  • 13. 2. Behavior – Mobile use cases Credits: Amodiovalerio Verde
  • 14. 2. Behavior – Mobile use cases Use of the smartphone does not vary much by gender, although some activities such as social networking are more used by women Credits: Amodiovalerio Verde
  • 15. 2. Behavior – Location of smartphone usage Smartphones are mainly used at home, on the go and at work Use of smartphone in stores and airports varies widely from country to country In school, on average, more than one student out of four uses the smartphone Credits: Amodiovalerio Verde
  • 16. 2. Behavior – Location of smartphone usage Credits: Amodiovalerio Verde
  • 17. 2. Behavior – Location of smartphone usage Credits: Amodiovalerio Verde
  • 18. Smartphones are considered a good way to pass time while waiting for something and to connect to the Internet and to get information in the absence of an alternative connection The perception of the Internet as a kind of accessory for the mobile device, varies widely by country Smartphones are also a quick and easy way to get immediate answers to questions 2. Behavior – Statements Credits: Amodiovalerio Verde
  • 19. 2. Behavior – Statements Smartphones are a way to stay in touch on the go, In some countries people think that smartphones are pretty discreet and good to be used to browse the Internet without being seen Few people use the smartphone because it has lower costs than an alternative Internet connection and very few people do not have an alternative connection at home and use exclusively the smartphone to connect to Internet Credits: Amodiovalerio Verde
  • 20. 3.Activities
  • 21. 3. Activities – Apps The number of installed apps varies from country to country and is between 14 and 34 In Austria, Germany, Spain and Switzerland at least half of the apps installed were purchased The number of apps used at least once every 30 days is less than half the number of installed apps Credits: Amodiovalerio Verde
  • 22. 3. Activities – Parallel media usage The most common parallel activity is listening to music, followed by watching tv/movies and using Internet on another device Other activities such as reading or playing video games, seem to be less suitable for a parallel usage Credits: Amodiovalerio Verde
  • 23. 3. Activities – Parallel media usage Over 70% of smartphone owners does something else while using smartphone This percentage grows up to 88% in age class 18-29 showing how younger people are more multitasking People in age class 50+ are less likely to do something else while using smartphone showing less multitasking capabilities Credits: Amodiovalerio Verde
  • 24. 3. Activities – Parallel media usage The kind of parallel media activities varies with age class Listening to music and watching tv or movies are activities done frequently by younger people and decrease quickly with age Using Internet on another device and reading something while using the smartphone is more common in all age classes Credits: Amodiovalerio Verde
  • 25. 3. Activities – Search, social, video and email usage For common activities such as search engine usage, social networking, email and video platform, desktop computer are still used more than smartphone but with small differences This is true especially in activities like social networking where the gap is really low and engagement on smartphone is higher than on desktop Credits: Amodiovalerio Verde
  • 26. 3. Activities – Search, social, video and email usage Owners of smartphones will stay mainly on the first page of search results when using their smartphone to search for information On a desktop, instead, they browse more than five pages of results Credits: Amodiovalerio Verde
  • 27. 3. Activities – Local search Use of smartphone for local search also varies with country; Italy and Spain are the first countries for this kind of usage Credits: Amodiovalerio Verde
  • 28. 3. Activities – Local search Although it varies from country to country, the most frequent activities performed after a local search are: visit the website, locate the venue on a map or visit the business itself Credits: Amodiovalerio Verde
  • 29. 3. Activities – Statements More than half of smartphone owners do not leave home without it Often after having found the information with the smartphone, the search goes on desktop computer Credits: Amodiovalerio Verde
  • 30. 3. Activities – Statements The smartphone is not a full substitute for other media and very few people would replace theTV or PC with it Credits: Amodiovalerio Verde
  • 31. 4. Commerce
  • 32. 4. Commerce – Mobile Commerce Over 20% of the smartphone owners, except in France and Netherlands, has ever purchased something via smartphone In Italy and Spain, the frequency of mobile purchases is much higher than other countries and over 25% of the smartphone owners who purchase via Internet on their smartphone do it with a medium or high frequency Credits: Amodiovalerio Verde
  • 33. 4. Commerce – Mobile Commerce Most people still prefer to use a PC or laptop to buy online The most frequent barrier to purchase is about security and in some countries like UK, France and Spain over 25% of the smartphone owners do not purchase because they don’t feel secure Another barrier is the complexity of the purchase via the Internet Credits: Amodiovalerio Verde
  • 34. 4. Commerce – Mobile Commerce The payment method used varies greatly from country to country Credit card/debt card is one of the widely used method although in some countries, like Germany and Italy, PayPal is the preferred one Invoice is also wide used while prepaid cards are mainly used in Italy NFC is not yet widely used Credits: Amodiovalerio Verde
  • 35. 4. Commerce – Research & Purchase Credits: Amodiovalerio Verde
  • 36. 4. Commerce – Research & Purchase Credits: Amodiovalerio Verde
  • 37. 4. Commerce – Research & Purchase Credits: Amodiovalerio Verde
  • 38. 4. Commerce – Research & Purchase Credits: Amodiovalerio Verde
  • 39. 4. Commerce – Statements Information gathered with smartphone are important to inform about products and help comparing prices In some countries like UK, Spain, Italy and Czech Republic more than one person out of five is influenced by these informations in his purchasing decision Credits: Amodiovalerio Verde
  • 40. 5.Advertising
  • 41. 5. Advertising – Awareness Mobile ads awareness is high in quite all countries where people notice them most of the time over 25%, except for Norway, Denmark, Spain and UK At least 2 out of 4 notice advertising sometimes Less than 1 out of 4 never notice an ads Credits: Amodiovalerio Verde
  • 42. 5. Advertising – Ad location Ads are most noticed in search engines and in apps After noticing an ads more than 30% of the people, on average, do something Credits: Amodiovalerio Verde
  • 43. 5. Advertising – Ad location Credits: Amodiovalerio Verde
  • 44. 5. Advertising – Actions Credits: Amodiovalerio Verde
  • 45. 5. Advertising – Statements Most people will not be annoyed by ads received as rewards or for freebies Less than 15%, have used a mobile coupon to purchase a product in-store Credits: Amodiovalerio Verde
  • 46. 6.About
  • 47. 6. About Source: All data comes from a study by Google, Ipsos and the MMA Data was taken during March and July 2011 and published by Google on October 2011 More information on: http://www.ourmobileplanet.com/omp/omp_about Compiled on: 11-11-2011 Compiled by: AmodiovalerioVerde e-mail: amodiovalerio.verde@gmail.com LinkedIn: http://www.linkedin.com/in/amodiovalerioverde about.me: http://about.me/amodiovalerio.verde Licence: CC-BY-NC Few words from me: Much about me could be found in the links above; what you won't find there is what I believe in. I believe in the diversity of people who share their knowledge and their different culture and I hope you found useful this presentation and that you will share it. I was tempted to use a “Pay with a tweet” service but I prefer to let decide by yourself. So, it’s your own decision to share knowledge  As I often deal with data, I try to organize them in an easy way to be usable by people, but moreover I analyze them to finding new solutions within my consulting activities about innovations and technology I appreciate people who, like me, think out of the box and with whom it is possible to share thoughts picturing new paths. This is just something about me but not all, feel free to contact me for any question or proposal or just to connect me via LinkedIn.