Google mobile internet Asia
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,134
On Slideshare
1,134
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
68
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Mobile InternetInsightsReport IndiaIpsos MediaCT GermanyThe Media, Content and Technology Research SpecialistsJune 2011
  • 2. Worldwide Smartphone Shares SWE NOR FIN RUS GBR DNK DEU POL CZE NLD FRA KOR CHN JPN HKG AUT TURUSA CHE ESP ITA TWN ISR THA IND MYS SGP IDN ZAF AUS 2
  • 3. Agenda1 Background & Objectives2 Research Design3 Management Summary4 Mobile Internet Insights5 Demographics Google Confidential and Proprietary 3
  • 4. 1. Background• The mobile internet is today’s main driver of growth in time spent online.• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.• Gaining deep insight into usage patterns provides the base and starting point for offering products, services as well as information satisfying true customer demands.
  • 5. 1. Objectives• This survey is designed to gain insight into usage of the mobile internet on smartphones across the world.• In detail: • Facts and Figures about smartphones, their usage and relevance • Internet Usage in general, search, video, social networking, mobile advertising and m-commerce via smartphones – partly in comparison to PCs.
  • 6. 2. Research Design• Method: Online interviews• Target group: • Private smartphone users who use the internet • Distribution according to Enumeration Study• Sample Size: n= 1.000
  • 7. The Universe of this Survey Step1: F2F 23% Enumeration Private smartphone Study users Private smartphone n= 1000 users who use the mobile internet Google Confidential and Proprietary 7
  • 8. 3. Management Summary
  • 9. 1/3» Management Summary: Facts and Figures about Smartphones The typical smartphone user: 18-34 years old, educated and workingSmartphones are rather a gadget of the younger ones – the majority of users are between 18-34 years old, coming from the educational “middle” and are full time employed with an income between Rs 12.000 to 60.000 and even more (87%). Many users are new to this smart world (80% first device), around 58% joined within the past 12 months. Devices, their role and usage: Important accessory – always and everywhereNokia used by 51%, with clear distance to other brands. Rather un-mobile location usage place number 1: at home followed by on-the-go and at work. Important as purse and key, two thirds don ’t leave the house without the smartphone. Users are driven by the possibility of killing time and having the internet when on the go. Internet usage – especially browsing (48% last week) and emailing (47%) – is very important for smartphone users. Only 11% of users do not have cross-media usage habits: the majority does something in parallel when using the smartphone, like listening to music (77%) or even using the internet on a further device (48%).
  • 10. 2/3» Management Summary: Internet Activities in Detail Internet Usage: High frequency and number of daily sessionsThe typical smartphone user accesses the web every day (56% mobile, 64% fixed) with several sessions on a usage day – however rather short ones on mobile and longer ones on PC. 66% expect to spend more time on the mobile web via smartphone in the future. Future web usage on PC is expected to be lower (43%). Search: High frequency and Google the oneSearch engines of major relevance in everyday search (80% mobile, 85% fixed). Only 10% never use local search and nearly all (93%) mention further actions after looking up specific information, with 45% making a purchase. For the majority Google is not only one of the used search engines but the number one search engine at clear interval to others. Videos: Medium frequency and YouTube the oneAround every second smartphone is used to watch videos daily. YouTube most used video site – regardless of device (77% mobile, 86% fixed) followed by Facebook (63% mobile, 70% fixed). Social Networking: High frequency and Facebook the one73% access social networks via smartphone every day – 62% post personal updates daily. THE social network is Facebook (89% mobile, 88% fixed).
  • 11. 3/3» Management Summary: Mobile Advertising and Commerce Mobile Advertising: Accepted on medium level but high awareness57% would not mind mobile ads as long as they receive a goody. 43% have used a mobile coupon in a store. 82% have noticed mobile advertising a least sometimes – mostly on search engines and apps. Majority (88%) has taken action after seeing a mobile ad. Mobile Commerce: Growing shopping channel hindered by security and convenience56% use the smartphone for price comparison or product information when shopping – nearly half changed their mind on purchase as a result of retrieving information via smartphone. 50% does not only use the smartphone when shopping physically but shops directly via this device – 69% of them within the past month. Preference of fixed PC and fear that purchase might not be secure are main barriers of mobile commerce. 63% anticipate a higher purchase rate via smartphone within the next 12 months.
  • 12. 4. Mobile Internet Insights
  • 13. 4. Mobile Internet Insights4.1 Smartphones: Devices, Usage and Relevance4.2 Internet Usage4.3 Search4.4 Video4.5 Social Networking4.6 Mobile Advertising4.7 M-Commerce Google Confidential and Proprietary 13
  • 14. Preliminary Remark for Reading Results:Definition of Target Groups 100% n=1000 All respondents: Views based on total population All private smartphone users: Views based on average 1 – 4 phones 23% n=229 All main privately used smartphones: Views based on most frequently used device only Google Confidential and Proprietary 14
  • 15. Used Devices» 94% of urban Indian citizens use a Mobile Phone / Smartphone 37% Mobile phone / Desktop / Laptop / MP3- / Media Netbook / Handheld Tablet PC / eReader Smartphone PC Notebook player with Webbook gaming device Slate/ Pad Web access Netcount Laptop / Desktop Base: All respondents, n=1000 Q1: Which, if any, of the following devices do you currently use? Google Confidential and Proprietary 15
  • 16. Number and Type of Used Phones» 11% of urban Indian citizens have more than one phone + dk + dk + 2 + + 11% have two phones dk 83% have 1 one phone Base: All respondents, n=1000 Q2: And how many mobile phones or smartphones do you currently use? Q6: And which of the following best describes your phones? Google Confidential and Proprietary 16
  • 17. Share of Mobile Phones vs. Smartphones» 23% of urban Indian citizens use a smartphone for personalreasons Mobile 94% Phone 74% Smart- Phone 23% Base: All respondents, n=1000 Q1: Which, if any, of the following devices do you currently use? Q6: And which of the following best describes your phones? Google Confidential and Proprietary 17
  • 18. Number of Smartphone & Usage Duration» For 80% of smartphone users it is the first smart device No Yes Base: All main privately used smartphones, n=229 Q7: Is your … your first smartphone? Q8: How long have you been using your smartphone? Google Confidential and Proprietary 18
  • 19. Brands and OS of Smartphones» National and smartphone representative shares OS Base: All respondents, n=1000; All private smartphone users, n=229 Shares among general public Q3: And what are the brands of your phones? Q5b: And what are the operating systems of your phones? Shares among smartphone users Google Confidential and Proprietary 19
  • 20. Smartphoner’s Mobile Web Usage Behaviour» 23% use search engines at least once a day via smartphone Internet in general Emailing Search engines Social Networking Video sharing High: Multiple times per day to once a day Middle: Few times to once a week Low: Few times to less than once a month Base: All main privately used smartphones, n=229 Q9: Using the scale below, please indicate approximately how frequently you use the Internet in general and specific services and types of websites via your browser or apps on your smartphone? Google Confidential and Proprietary 20
  • 21. Smartphoner’s Web Usage Behaviour» Heavier general internet usage on PC / laptopMobile Internet Users Usage on (n=229) SmartphoneMobile Internet Users Usage on (n=159) PC / LaptopMobile Internet Non-Users Usage on (n=26!) PC / Laptop High: Multiple times per day to once a day Middle: Few times to once a week Low: Few times to less than once a month Base: All main privately used smartphones, !=very small base Q9: Using the scale below, please indicate approximately how frequently you use the Internet in general and specific services and types of websites via your browser or apps on your smartphone? Q10: And how frequently do you use the Internet in general and specific services and types of websites on your computer ? Google Confidential and Proprietary 21
  • 22. Smartphoner’s Web Usage Behaviour» Heavier e-mailing on PC / laptopMobile Internet Users Usage on (n=229) SmartphoneMobile Internet Users Usage on (n=159) PC / LaptopMobile Internet Non-Users Usage on (n=26!) PC / Laptop High: Multiple times per day to once a day Middle: Few times to once a week Low: Few times to less than once a month Base: All main privately used smartphones, !=very small base Q9: Using the scale below, please indicate approximately how frequently you use the Internet in general and specific services and types of websites via your browser or apps on your smartphone? Q10: And how frequently do you use the Internet in general and specific services and types of websites on your computer ? Google Confidential and Proprietary 22
  • 23. Smartphoner’s Web Usage Behaviour» Heavier search on PC / laptopMobile Internet Users Usage on (n=229) SmartphoneMobile Internet Users Usage on (n=159) PC / LaptopMobile Internet Non-Users Usage on (n=26!) PC / Laptop High: Multiple times per day to once a day Middle: Few times to once a week Low: Few times to less than once a month Base: All main privately used smartphones, !=very small base Q9: Using the scale below, please indicate approximately how frequently you use the Internet in general and specific services and types of websites via your browser or apps on your smartphone? Q10: And how frequently do you use the Internet in general and specific services and types of websites on your computer ? Google Confidential and Proprietary 23
  • 24. Smartphoner’s Web Usage Behaviour» Heavier social networking on PC / laptopMobile Internet Users Usage on (n=229) SmartphoneMobile Internet Users Usage on (n=159) PC / LaptopMobile Internet Non-Users Usage on (n=26!) PC / Laptop High: Multiple times per day to once a day Middle: Few times to once a week Low: Few times to less than once a month Base: All main privately used smartphones, !=very small base Q9: Using the scale below, please indicate approximately how frequently you use the Internet in general and specific services and types of websites via your browser or apps on your smartphone? Q10: And how frequently do you use the Internet in general and specific services and types of websites on your computer ? Google Confidential and Proprietary 24
  • 25. Smartphoner’s Web Usage Behaviour» Heavier video sharing on PC / laptopMobile Internet Users Usage on (n=229) SmartphoneMobile Internet Users Usage on (n=159) PC / LaptopMobile Internet Non-Users Usage on (n=26!) PC / Laptop High: Multiple times per day to once a day Middle: Few times to once a week Low: Few times to less than once a month Base: All main privately used smartphones, !=very small base Q9: Using the scale below, please indicate approximately how frequently you use the Internet in general and specific services and types of websites via your browser or apps on your smartphone? Q10: And how frequently do you use the Internet in general and specific services and types of websites on your computer ? Google Confidential and Proprietary 25
  • 26. 4.1 Smartphones: Devices, Usage and Relevance
  • 27. Duration of Smartphone Usage» For 80% the current smartphone is the first one – 58% of users arerather new, joined the smart world within the past 12 months. No Yes Base: Private smartphone users who use the internet in general, n= 1000 Q7: Is your phone your first smartphone / mobile phone with advanced capabilities or PC-like functionality? D1: How long have you been using smartphones? Google Confidential and Proprietary 27
  • 28. Used Top 5 Brands & Operating Systems» Nokia with the highest market share followed by Samsung andMicromax – Symbian most used OS followed by Android. Base: Private smartphone users who use the internet in general, n= 1000 Q3: And what is the brands of your phone? Q5b: Which operating system do you have on your phone? Google Confidential and Proprietary 28
  • 29. Smartphone Usage Places» Home is the usage place No. 1 – also on-the-go and at work.HomeOn-the-goAt workRestaurantPublic transportCafé or coffee shopIn a storeAt a social gathering/functionAirportSchoolDoctors office Ever usedSomewhere else Used in lastNone of these used last 7 days 7 days Base: Private smartphone users who use the internet in general, n= 1000 Q16: Where do you use your smartphone? Please select first at which locations you ever use it - even if only seldom - and secondly where you used it within the last seven days. Google Confidential and Proprietary 29
  • 30. Relevance of the Smartphone» Smartphones as important as purse and key: house not leftwithout.I dont leave the house without my smartphone.My smartphone provides me with informationwhich is relevant to me.I access information on my smartphone andfollow-up to find more information on mycomputer.I expect the websites I visit on my smartphoneto be easy to navigate and access as they arewhen I visit themI would not mind receiving ads on mysmartphone if I had any kinds of freebies orrewards for free.My smartphone is more entertaining than TV.I intentionally have my smartphone with me tocompare prices and inform myself aboutproducts.I read magazines/newspapers less often (if atall) as I prefer to access this content on mysmartphone. Base: Private smartphone users who use the internet in general, n= 1000; Top-2 boxes Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement. Google Confidential and Proprietary 30
  • 31. Triggers of Smartphone Usage» Passing away some time and having internet on-the-go are the toptriggers for using the mobile web.My smartphone is good to pass away sometime while Im waiting e.g. for the train or bus.I use the Internet on my smartphone to getinformation when Im not in front of a computeror other Internet enabled device.I dont want to miss out on anything when Imon the go.Im a modern person and feel that I shouldhave Internet on my mobile as a kind ofaccessory.My smartphone provides me with the answer tomy questions quickly when I need animmediate answer.I want to use websites/functions of the Internetvia my smartphone without being seen easily(at school/work).I use the Internet on my smartphone becauseit costs less than on my computer or otherInternet enabled device.I have no other Internet access at home –so I use my smartphone. Base: Private smartphone users who use the internet in general, n= 1000; Top-2 boxes Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement. Google Confidential and Proprietary 31
  • 32. Parallel Media Usage» 89% with parallel media usage – listening to music and using theInternet on other devices main parallel activities.Listen to musicUse the Internet on another Internetenabled deviceWatch moviesPlay video gamesWatch television programsRead the newspaper or a magazineRead a bookDo not do other things while I use theInternet on my smartphoneNone of these Base: Private smartphone users who use the internet in general and who were online yesterday with their smartphone, n= 909 Q22: When you use the Internet on your smartphone which if any of the following - do you do at the same time? Please note that we mean doing things on other devices - not doing many things at the same time on your smartphone. Google Confidential and Proprietary 32
  • 33. Activities with the Smartphone – Top 10» Browsing, emailing and listening to music main activities.Browsed the InternetEmailed (sent or read)Listened to musicTook a photo or videoUsed a search engine for a general searchAccessed a social networkUsed a search engine for product searchUsed an applicationPlayed games Ever used Used in lastWatched videos on a video sharing website 7 days Base: Private smartphone users who use the internet in general, n= 1000 Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all and if yes if you did this within the last 7 days. Google Confidential and Proprietary 33
  • 34. Usage of Apps» Approx. one half of all Apps (Ø 15) with monthly active usage – anaverage of 4 apps are paid ones – Apps: increasing anticipatedusage.Numbersn= 1000 of Ø 15owned Apps AppsUsage of Ø8Apps in n= 998last 30 days AppsNumbers of Ø4purchased 998 n= AppsAppsUsage ofApps in n= 1000next 12months Base: Private smartphone users who use the internet in general, n= 1000 Q24: How many apps do you currently have on your smartphone? Q25: How many have you used actively in the last 30 days? Q26: How many have you purchased for a certain amount in an app store? Q28: Please think about the usage of apps in the next 12 months. How will your app usage change? Google Confidential and Proprietary 34
  • 35. 4.2 Internet Usage
  • 36. Online Days: Per Week» More than half use mobile web daily, computer with a slightlyhigher internet usage than smartphone.Smartphone n= 1000Computer n= 966 Base: Private smartphone users who use the internet in general / also the computer Q18: Thinking about the last seven days on how many days were you online with ...? Google Confidential and Proprietary 36
  • 37. Online Sessions per Day: Yesterday» More than half with multiple online sessions per day –regardless of device.Smartphone n= 968Computer n= 944 Base: Private smartphone users who use the internet in general / also the computer and who were online in the last 7 days Q19: Now thinking about yesterday how often were you online with ... ? Google Confidential and Proprietary 37
  • 38. Duration of Online Sessions: Yesterday» Mobile web on smartphone mostly used for several short sessions– computer for longer ones.Smartphone n= 909Computer n= 864 Base: Private smartphone users who use the internet in general / also the computer and who were online yesterday Q20: And how long were you online for each of these sessions yesterday? Google Confidential and Proprietary 38
  • 39. Future Internet Usage» 66% expect increasing future usage of mobile internet – increase offixed internet usage expected by 43%. Expect to spend …Smartphone n= 1000Computer n= 966 Base: Private smartphone users who use the internet in general / also the computer Q21: Thinking about the next 12 months what do you expect how will you be using the Internet with your ... ? Google Confidential and Proprietary 39
  • 40. 4.3 Search
  • 41. Usage Frequency of Search Engines» Search engines with high usage – daily: 80% on smartphone,85% on computer.Smartphone n= 989Computer n= 962 Base: Private smartphone users who use the internet in general / also the computer and who are searching via search engine Q31: How often do you do searches (via Google Yahoo! Bing etc.) on your ... ? Google Confidential and Proprietary 41
  • 42. Used Search Engines» Google No. 1 with great competitive advantage – no matter onwhich device. Usage general Mainly used n= 1000/ n= 989 n= 966/ n= 962 Base: Private smartphone users who use the internet in general / also the computer and who are searching via search engine Q29: Which of the following search engines do you use to search for information on your ... ? Q30: Which of the following search engines do you use most often on your ... ? Google Confidential and Proprietary 42
  • 43. Local Searches on the Smartphone» Every second with daily usage – purchase: 45%. Visited the website of a business or service Made a purchase (net) Visited a business (e.g. store restaurant) Called the business or service Looked up business or service on a map or got directions to a business or service Have not taken any action as a result of looking up local information n= 1000 n= 900 Base: Private smartphone users who use the internet in general / who look at least less than once a month for information Q33: How often do you do searches (via Google Yahoo! Bing etc.) on your ... ? Q34: Which of the following actions have you taken after having looked up this type of information? Google Confidential and Proprietary 43
  • 44. 4.4 Video
  • 45. Usage Frequency of Watching Videos» 53% with at daily usage of videos on smartphone – only slightlyhigher frequency via computer.Smartphone n= 1000Computer n= 966 Base: Private smartphone users who use the internet in general / also the computer Q35: How often do you watch videos via websites or apps on your ... ? Google Confidential and Proprietary 45
  • 46. Frequency of Forwarding Online Videos» 45% of users forward videos on the smartphone on a daily base –only slightly higher frequency on the computer.Smartphone n=937Computer n= 950 Base: Private smartphone users who use the internet in general / also the computer and who watch at least less than once a month a video Q37: How often do you forward videos you have seen on an online video platform to others on your ... ? Google Confidential and Proprietary 46
  • 47. Used Video Sites» YouTube No. 1 – Facebook also used as platform for videos. Others n= 937 n= 950 Base: Private smartphone users who use the internet in general / also the computer and who watch at least less than once a month a video Q36: What sites do you typically visit to access online videos on your ... ? Google Confidential and Proprietary 47
  • 48. 4.5 Social Networking
  • 49. Usage Frequency of Social Networks» Daily visits of social networks via smartphone by 73% – slightlyhigher daily usage via computer.Smartphone n= 1000Computer n= 966 Base: Private smartphone users who use the internet in general / also the computer Q38: How often do you visit a social network (via websites or apps) on your ... ? Google Confidential and Proprietary 49
  • 50. Frequency of Posting Personal Information» 62% with a daily update of new content on social networks viasmartphone – similar usage behavior via computer.Smartphone n= 968Computer n= 950 Base: Private smartphone users who use the internet in general / also the computer and who visit at least less than once a month a social network Q40: How often do you share information about yourself (e.g. status messages) on a social network platform with others on your ... ? Google Confidential and Proprietary 50
  • 51. Used Social Networking Sites» All eyes on Facebook – regardless of device. n= 968 n= 950 Base: Private smartphone users who use the internet in general / also the computer and who visit at least less than once a month a social network Q39: What social networks do you typically visit on your ... ? Google Confidential and Proprietary 51
  • 52. 4.6 Mobile Advertising
  • 53. Attitude towards Mobile Advertising» 57% would permit advertising on their smartphone if they would getrewards or freebies.I would not mind receiving ads on mysmartphone if I had any kinds offreebies or rewards for free.I have used a mobile coupon topurchase a product in store. Base: Private smartphone users who use the internet in general, n= 1000; Top-2 boxes Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement. Google Confidential and Proprietary 53
  • 54. Awareness of Mobile Advertising» 82% notice advertising at least sometimes – search engines withhighest advertising recall followed by apps and video websites. On a search engine In an app On a video website On a retailer website In a video advertising Others Dont know/ no answer n= 1000 n= 922 Base: Private smartphone users who use the internet in general; n=1000 Q41: How often do you notice advertising when you are using the Internet or an app on your smartphone? Q42: Where have you noticed the advertising when using your smartphone? Google Confidential and Proprietary 54
  • 55. Actions Taken on Advertising» 88% with “action after ad attention” – 12% took no further action.Clicked on the adMade a purchase (net)Visited the website of the advertiser orretailerLooked for more information on mysmartphoneLooked for more information on my desktopPC or Internet enabled deviceMade a purchase online using my desktopPCWent to the store/retailer/business to getadditional informationMade a purchase in storeMade a purchase online using mysmartphoneLocated the advertiser on a map/looked fordirections to the advertisers physicallocationCalled the advertiser/retailer by clicking onthe phone number on my phoneCalled the advertiser or retailer at a latertimeNone of these Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 922 Q43: Which of the following actions if any have you taken as a result of seeing a mobile ad of any type on your smartphone? Google Confidential and Proprietary 55
  • 56. 4.7 M-Commerce
  • 57. Relevance of Smartphone for Shopping» 56% use the smartphone for price comparison or productinformation. 49% have changed their mind about purchasing aproduct or service in store as a result of information retrieved viasmartphone.I intentionally have my smartphone with meto compare prices and inform myself aboutproducts.I have changed my mind about purchasing aproduct or service in store as of a result ofinformation I gathered using my smartphone.I have changed my mind about purchasing aproduct or service online as of a result ofinformation I gathered using my smartphone. Base: Private smartphone users who use the internet in general, n= 1000; Top-2 boxes Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement. Google Confidential and Proprietary 57
  • 58. Purchase Behaviour via Mobile» 50% with mobile web purchase – 69% of these with a purchase inthe past month. No Yes n= 496 No Yes n= 1000 n= 496 Base: Private smartphone users who use the internet in general Q44: Have you ever purchased a product or service over the internet on your smartphone? Q45: Have you made a purchase by using your smartphone in the past month? Q47: How frequently do you purchase products or services with your smartphone? Google Confidential and Proprietary 58
  • 59. Kind of Goods purchased online/ offline» After search on smartphone preference of purchase in store. and and and and didn‘t didn‘ Did not research purchased purchased purchased purchase this product via via smartphone via computer offline it after research smartphoneAll products 52% 59% 61% 66% 70%Tickets 23% 23% 14% 18% 22%Entertainment items 22% 17% 20% 19% 22%Business travel 18% 21% 11% 17% 33%Beauty and cosmetic items 16% 15% 14% 15% 41%Leisure travel 16% 21% 13% 19% 30%Wireless or cell phone service 16% 18% 18% 20% 28%Electronics 15% 19% 25% 22% 19%Financial products 15% 15% 13% 20% 37%Clothing or Apparel 14% 17% 21% 16% 32%Household cleaning/laundry products 14% 13% 12% 15% 46%Grocery and food items 13% 14% 15% 16% 43%Television service 13% 16% 18% 17% 36%Automobiles or auto-related parts or accessories 12% 12% 17% 19% 40%Home furnishings 12% 15% 13% 18% 42%Home improvement products 12% 13% 13% 18% 44%Jewellery or watches 12% 15% 15% 17% 41%Office supplies products or technology 12% 16% 15% 19% 38% Base: Private smartphone users who use the internet in general, n= 1000 Q48: Listed below are various products or services. For each of these products or services please indicate which statement applies to you. Google Confidential and Proprietary 59
  • 60. Future plans M-Commerce» 63% with higher expected purchase rate in the next 12 months viasmartphone. Don‘t know / no answer No Yes Base: Private smartphone users who use the internet in general, n= 1000 Q51: Do you expect making purchases on your smartphone more often in the next 12 months? Google Confidential and Proprietary 60
  • 61. Barriers for M-Commerce» Preferred closure of buying process via computer – 40% withsecurity concerns regarding purchase via smartphone. Would prefer to use a PC/ laptop for these services Doesnt feel secure Too complicated Too expensive Yes No Payment is too complex Payment features were not available Never heard of these services n= 1000 Other mentions n= 504 Base: Private smartphone users who use the internet in general Q44: Have you ever purchased a product or service over the internet on your smartphone? Q46: Why have you not made a purchase using your smartphone? Google Confidential and Proprietary 61
  • 62. Purchases from Smartphone» 75% use their smartphone during the shopping process – mostly atthe beginning when looking for inspiration.Use my smartphone at the very beginningof my shopping when I am looking forinspiration, ideas etc.Use my smartphone in the middleof my shopping, when I try toevaluate the productsUse my smartphone throughoutmy whole shoppingUse my smartphone at the very endof my shopping when I willpurchase the productsUse my smartphone after my shoppingprocess when I write reviews about theproducts I purchasedDo not use my smartphone in anyof these situations Base: Private smartphone users who use the internet in general, n= 1000 Q49: When during your shopping process do you generally use your smartphone? Google Confidential and Proprietary 62
  • 63. Demographics
  • 64. Demographics 1/2 Private smartphone users Private smartphone users who use the internet in general who use the internet in general 18 - 24 Years 46% 25 - 34 Years 32% 35 - 44 Years 18% Age Age 45 - 54 Years 3% 55+ Years 1% Average Ø 28,2 Male 75% Gender Gender Female 25% Low 10%EducationEducation Middle 51% High 39%EmploymentEmployment Active (full + part time) 76% Status Status Inactive 23% Base: Private smartphone users who use the internet in general, n= 1000 Demographics Google Confidential and Proprietary 64
  • 65. Demographics 2/2 Private smartphone users Private smartphone users who use the internet in general who use the internet in general Marital Marital Alone 57% Status Status Together 42% 1 Person 4% 2 Persons 13%HouseholdHousehold size 3 Persons 27% size 4 Persons 27% 5 Persons and more 29% 0 Children 43% Number Number 1 Child 36%of childrenof children 2 Children 16% 3 Children and more 5% Top (more than 60.000 Rs) 39% Monthly Monthlyhousehold Middlehousehold (12.000 – 60.000 Rs) 48% income income Low (less than 12.000 Rs) 8% Urban 83% Region Region Suburban 15% Rural 3% Base: Private smartphone users who use the internet in general, n= 1000 Demographics Google Confidential and Proprietary 65
  • 66. Mobile InternetInsightsReport IndiaIpsos MediaCT GermanyThe Media, Content and Technology Research SpecialistsJune 2011