Nielsen Research: Mobile consumer report 2013
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Nielsen Research: Mobile consumer report 2013

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THEMOBILECONSUMERA GLOBAL SNAPSHOTFEBRUARY 2013

THEMOBILECONSUMERA GLOBAL SNAPSHOTFEBRUARY 2013

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Nielsen Research: Mobile consumer report 2013 Nielsen Research: Mobile consumer report 2013 Document Transcript

  • THEMOBILECONSUMERA GLOBAL SNAPSHOTFEBRUARY 2013
  • 2 The Mobile Consumer: A Global Snapshot
  • MobileThe Next Media PowerhouseWhen the first call was placed on a handheld mobile phone in 1973, theprototype device used was capable of less than 30 minutes of battery lifeand took 10 hours to re-charge. Fast-forward some 40 years later andmobile device ownership has reached critical mass around the world.Today, these devices serve as the primary communications and mediavehicles for many and play an increasingly important role in the dailylives of consumers in both developed and high-growth economies.To better understand today’s mobile world, we’ve selected data from thefollowing countries – Australia, Brazil, China, India, Italy, South Korea,Russia, Turkey, the United Kingdom, and the United States – for an in-depth look at mobile consumers and how they use their devices aroundthe globe.3The Mobile Consumer: A Global Snapshot
  • 4 Copyright © 2013 The Nielsen CompanyDevice Penetration and User DemographicsSmartphone owners may be the majority of mobile users in countrieslike the U.S. and U.K., but the trusty feature phone (devices with notouchscreen or QWERTY keypad that operate without an advancedoperating system) continues to be the mobile device of choice in placeslike India, Brazil and Russia where the network infrastructure requiredfor smartphones and next generation mobile devices has yet to appearoutside of large, urban centers. In general, younger consumers aroundthe globe are more likely to embrace smartphone devices. It can beexpected that their interest will help drive smartphone adoption as theyage and make up a greater percentage of the consumer base.The increased functionality smartphones offer also means increaseddata and bandwidth usage, which comes at a price. While consumers incountries with higher smartphone ownership, like South Korea, the U.K.and the U.S. seem resigned to pay a fixed price for an unlimited or tiereddata plan, consumers in countries with fewer smartphone owners andless of the 3G or 4G infrastructure in place are more likely to rely on pay-as-you-go data options or use WiFi.Consumer Smartphone HabitsAround the WorldWith operating systems and device capabilities that provide consumersmore access to content and multimedia features, smartphones aretransforming mobile habits in markets around the world. Games andsocial networking apps are generally the most popular across thecountries selected.Mobile ShoppingMobile shopping via smartphone is still in its infancy in many countriesaround the world. Among the countries selected for this report, mobilewallet or NFC usage is still gaining traction with consumers; onlythe U.S. had a majority of smartphone users who use a shopping orretail app at least once a month. But smartphone users in a variety ofcountries are using their mobile devices to browse, if not purchase,products, conduct price comparisons and read product reviews.
  • 5The Mobile Consumer: A Global SnapshotMobile VideoA clear global preference for how to view mobile video content has yetto emerge. Mobile web and apps are the most likely choices for mostsmartphone users, with downloading video clips seeming to be a lesspopular method for most.While generally not considered a replacement for traditional TV viewing,mobile video is providing consumers with more opportunities toengage with content at any time, anywhere. The majority of smartphoneconsumers said they don’t feel as though mobile video viewing has anyimpact on their normal TV habits. The greatest impact of mobile viewingappears to be in high-growth economies. For example, roughly one-thirdof Chinese smartphone users surveyed online said they have increasedtheir traditional TV viewing habits, while 28 percent of Indian usersbelieve they watch less traditional TV because of mobile viewing.Mobile AdvertisingWith the dramatic growth in mobile usage around the world, contentproviders and other publishers are increasingly seeking out new ways tocreate value for their content, and brands and advertisers are looking formore opportunities to get their messages in front of the right audience.In all countries except India, smartphone owners are most likely toreceive mobile ads about once a day. Indian smartphone owners receivemobile ads less frequently, with 70 percent seeing them about once aweek or less. In general, smartphone owners in developed markets arethe least likely to engage with mobile ads, while smartphone owners inhigh-growth economies are more likely to engage.About this ReportNielsen’s 2013 Mobile Consumer Report pulls together findings fromsurveys, custom and syndicated research conducted around the worldin 2012. Data collection methodologies and geographic representationsvary by country. Countries where data collection was conducted inperson or on the phone include India and Turkey. For Brazil, datacollection was conducted online, except for mobile and smartphonepenetration figures which were collected by phone.The following pages contain a snapshot of the differences andsimilarities among mobile consumers around the world and offer aglimpse of the early demographic and behavior trends associatedwith new mobile devices in emerging markets. Representing justsome of Nielsen’s mobile capabilities, these insights provide a betterunderstanding of both the challenges and opportunities that exist as themobile landscape continues to evolve.
  • 6 Copyright © 2013 The Nielsen CompanyWHO,WHAT,& WHERE?Mobile devices have reached critical mass, with a majority ofconsumers in both developed and high-growth economies nowowning a mobile phone as of the first half of 2012. Even so, thereare still notable differences in the types of mobile devices owned.For example, in China and India—the largest of the high-growthmarkets—consumers are at opposite ends of the mobile ownershipspectrum: two-thirds of Chinese mobile subscribers surveyed onlineown a smartphone, compared to only 10 percent in India where featurephones are the overwhelming majority (80 percent penetration).South Korea, home to popular phone manufacturer Samsung, leadsin both overall mobile ownership (99 percent) and smartphoneownership (67 percent). Among developed markets, smartphoneownership is lowest in the U.S. based on data collected during the firsttwo quarters of 2012, but has steadily increased over the last few years,reaching 61 percent by December 2012. Brazilian and Turkish mobilesubscribers are the most likely to own multimedia phones, which havesimilar capabilities as smartphones, but without an advanced leveloperating system, such as Android or iOS.
  • 7The Mobile Consumer: A Global SnapshotHow many of us use a mobile phone?Among Consumers Ages 16+Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012Note: Total mobile penetration not available for Turkey.AUSTRALIABRAZILCHINAINDIAITALYRUSSIASOUTH KOREATURKEYUNITED KINGDOMUNITED STATESAUSTRALIABRAZILCHINAINDIAITALYRUSSIASOUTH KOREATURKEYUNITED KINGDOMUNITED STATES86% - AUSTRALIA84% - BRAZIL89% - CHINA81% - INDIA97% - ITALY98% - RUSSIA99% - SOUTHKOREA97% - UNITEDKINGDOM94% - UNITEDSTATES
  • 8 Copyright © 2013 The Nielsen CompanyWhat typesof devicesdo we use?Smartphoneincludes deviceswith and withouttouchscreensMultimedia Phonetouchscreen and/orQWERTY keypad, butwithout an advancedoperating systemFeature Phonesno touchscreen,QWERTY keypad,or advancedoperating system
  • 9The Mobile Consumer: A Global SnapshotWhat types of devices do we use?Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012Reported percentages for U.S. are based on Q2 2012 data.AUSTRALIABRAZILCHINAINDIAITALYRUSSIASOUTH KOREATURKEYUNITED KINGDOMUNITED STATESSMARTPHONEMULTIMEDIA PH65%36%66%10%62%37%67%19%61%53%4%11%11%10%20%9%9%MULTIMEDIA PHONEFEATURE PHON4%21%9%9%11%11%10%20%9%9%31%27%51%23%61%30%38%LTIMEDIA PHONEFEATURE PHONE4%21%9%9%11%11%9%31%44%25%80%27%51%23%61%30%38%
  • 10 Copyright © 2013 The Nielsen CompanyWho are mobileconsumers?There are differences in the device penetration rates between men andwomen among all countries, with China and Brazil showing the largestgender divide among smartphone owners (17 and 16 percentage points,respectively, skewing male). In general, smartphone owners globallytend to skew male (except for Australia) and feature phone owners tendto skew female.Younger users are more likely to own a smartphone and older users aremore likely to own a feature phone, which makes sense since featurephones are more established in the marketplace. Though there are someexceptions – in Italy consumers have higher smartphone ownershipamong users ages 35-64, whereas in India feature phones have far morepenetration than smartphones across all age segments – the broadertrend suggests that smartphone adoption will likely continue to rise asyounger consumers age.AUSTRALIABRAZILCHINAINDIAITALYRUSSIASOUTH KOREATURKEYUNITED KINGDOMUNITED STATES
  • 11The Mobile Consumer: A Global SnapshotMALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-6468%65%86%86%66%49%20%25%8%7%21%38%SMARTPHONEFEATURE PHONEMALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-64MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-64MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-6449%67%54%72%78%65%44%66%38%26%34%19%16%26%46%25%MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-64MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-64MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-6444%66%57%59%72%70%54%55%46%25%29%20%16%20%38%38%MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-64MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-6454%55%52%66%73%64%45%38%38%37%21%19%28%48%MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-64MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-6445%74%57%82%75%63%51%48%18%34%14%19%29%34%MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-64MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-6451%64%67%77%76%69%51%34%33%29%19%21%28%44%MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-64MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-6451%43%27%41%40%37%22%44%38%50%37%42%44%54%MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-64MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-64MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-6422%13%7%14%12%9%6%44%54%76%85%70%80%86%87%49% MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-64MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-64MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-646%44%31%49%43%38%27%21%87%49%54%38%41%53%64%59% MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-64MALEFEMALEAGES 16-24AGES 25-34AGES 35-44AGES 45-6427%21%17%30%24%16%9%64%59%62%46%53%63%78%SMARTPHONEFEATURE PHONESources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
  • 12 Copyright © 2013 The Nielsen CompanyHOW MANYMOBILE DEVICESDO WE OWN?As mobile technology plays an increasingly important role inboth our personal and professional lives around the world, someconsumers are relying on multiple mobile devices to stay connected.More than half of Russian mobile subscribers (51 percent) own twoor more mobile devices.
  • 13The Mobile Consumer: A Global SnapshotHOW MANY MOBILE DEVICES DO WE OWN?51%RUSSIA7%TURKEY16%SOUTH KOREA16%UNITED KINGDOM35%ITALY17%UNITED STATES36%CHINA20%AUSTRALIA48%BRAZIL11%INDIAOWN ONE MOBILE PHONEOWN MULTIPLE MOBILE PHONESSources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
  • 14 Copyright © 2013 The Nielsen CompanyHow much doesmobile servicecost and whohas a data plan?The cost of a data plan can be a major factor when choosing both amobile provider and the device itself. Smartphones, with added featuresand functionality, often require more data. In some countries, like Indiaand Russia where the median smartphone bill is significantly higher thanthat of all mobile users and feature phones have a higher penetration,consumers are opting for more flexible, less expensive options, such as“pay-as-you-go” data pricing, or taking advantage of WiFi connectivity.ITALYAVG MONTHLY BILLSMART PHONEUSERSHAVE A DATA PLAN? 1€ 22CHINA77%AVG MONTHLY BILLSMART PHONEUSERSALL MOBILEPHONE USERSHAVE A DATA PLAN? 1¥ 100¥ 100AUSTRALIA81%AVG MONTHLY BILLSMART PHONEUSERSALL MOBILEPHONE USERSHAVE A DATA PLAN? 1AUD$ 50AUD$ 44BRAZIL43%AVG MONTHLY BILLSMART PHONEUSERSALL MOBILEPHONE USERSHAVE A DATA PLAN? 1R$ 50R$ 49INDIA57%AVG MONTHLY BILLSMART PHONEUSERSALL MOBILEPHONE USERSHAVE A DATA PLAN? 1499300RUSSIAAVG MONTHLY BILLSMART PHONEHAVE A DATA PLAN? 1РУБ 500
  • 15The Mobile Consumer: A Global SnapshotSOUTH KOREA89%AVG MONTHLY BILLSMART PHONEUSERSALL MOBILEPHONE USERSHAVE A DATA PLAN? 15500050000UNITED KINGDOM85%AVG MONTHLY BILLSMART PHONEUSERSALL MOBILEPHONE USERSHAVE A DATA PLAN? 1£ 25£ 20ITALY57%AVG MONTHLY BILLSMART PHONEUSERSALL MOBILEPHONE USERSHAVE A DATA PLAN? 1€ 22€ 20UNITED STATES96%AVG MONTHLY BILLSMART PHONEUSERSALL MOBILEPHONE USERSHAVE A DATA PLAN? 1$ 93$ 66CHINA77%AVG MONTHLY BILLSMART PHONEUSERSALL MOBILEPHONE USERSHAVE A DATA PLAN? 1¥ 100¥ 100PHONE USERS PHONE USERSINDIA57%AVG MONTHLY BILLSMART PHONEUSERSALL MOBILEPHONE USERSHAVE A DATA PLAN? 1499300RUSSIA43%AVG MONTHLY BILLSMART PHONEUSERSALL MOBILEPHONE USERSHAVE A DATA PLAN? 1РУБ 500РУБ 400TURKEY49%AVG MONTHLY BILLSMART PHONEUSERSALL MOBILEPHONE USERSHAVE A DATA PLAN? 130N/AHow much does mobile service cost?1 Data plan percentages for all countries are based on smartphone users only.Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012Do We Pre-Pay or Sign a Contract?The majority of mobile subscribers in India seemingly prefer pre-paid service to a fixed contract.In all countries, except Russia and South Korea, mobile subscribers tend to use a pre-paidservice on non-smartphone devices.
  • 16 Copyright © 2013 The Nielsen CompanyHow do wedecide whichmobile deviceto buy?Consumers around the world are collectively embracing mobile devicesand the criteria they use to determine which device to buy vary fromcountry to country. Getting good value for the money spent on a devicematters more to consumers responsible for purchase decisions in theU.S., U.K., Italy and China. Russian consumers say they care more about“stylish design” when deciding which mobile device to purchase, whileChinese consumers are more concerned with having a wide choice ofapplications to use on their device.
  • 17The Mobile Consumer: A Global SnapshotTOP SELECTION CRITERIA FOR BUYING MOBILE DEVICESStylish designGood operating systemGood value for moneyEasy to useWide choice of applicationsAUSTRALIABRAZILCHINAINDIAITALYRUSSIASOUTH KOREATURKEYUNITED KINGDOMUNITED STATESSources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 201214%22%17%17%23%14%15%19%16%7%20%16%25%13%22%28%20%21%28%30%25%16%13%31%12%14%22%25%19%10%15%15%21%8%15%17%15%7%16%2%11%24%21%9%15%23%13%16%15%8%
  • 18 Copyright © 2013 The Nielsen CompanyWhere do we buymobile devices?46%OF SOUTH KOREAN MOBILEUSERS PURCHASED THEIRDEVICE AT A MOBILE OPERATOR/CARRIER RETAIL STORE49%OF RUSSIAN MOBILE USERSPURCHASED THEIR DEVICEAT A MAJOR ELECTRONICSOR MEDIA RETAIL STORE37%OF MOBILE USERS IN THEU.K. PURCHASED THEIRMOBILE DEVICE ONLINE15%OF CHINESE MOBILE USERSBOUGHT THEIR DEVICEDIRECT FROM THEMANUFACTURER.Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012among those who purchased their own devicein the past 6 months.
  • 19The Mobile Consumer: A Global SnapshotWhat do wedo with OURsmartphones?Even with operating systems that offer consumers high-speedconnections, built-in multimedia features and access to a multitude ofapps, text messaging is still one of the most popular mobile activitiesamong smartphone owners in all countries. South Korean smartphoneowners are generally the most active when using their smartphone formultimedia or commerce activities such as web browsing and onlinebanking, and Brazilians are the heaviest users of social media on theirsmartphones.Among all U.S. mobilepost-paid/contract usersSource: Nielsen Customer Value Metrics, 2012164.5Average number of calls sent/received per month644.1Average voice minutes used per month764.2Average number of text messagessent/received per month
  • 20 Copyright © 2013 The Nielsen CompanyWhat do we do with OUR smartphones? 1TEXT MESSAGING / SMSAPPLICATIONSEMAILSOCIAL NETWORKINGINSTANT MESSAGINGSTREAMING ONLINE MUSICWEB BROWSING MOBILE SHOPPINGVIDEO / MOBILE TV94%85%84%45%89%95%93%78%92%86%55%66%58%17%51%55%52%33%68%75%33%57%67%15%35%34%70%50%37%28%58%75%62%26%47%59%55%69%63%63%21%39%59%11%26%41%40%22%20%38%19%43%39%8%17%36%44%9%19%28%59%74%71%13%49%64%81%38%56%62% 60%69%75%15%37%68%80%37%66%82%25%17%43%7%15%17%43%3%26%30%AUSTRALIABRAZILCHINAINDIAITALYRUSSIASOUTH KOREATURKEYUNITED KINGDOMUNITED STATES
  • 21The Mobile Consumer: A Global SnapshotHow do smartphones impact shopping?Across the board, top smartphone shopping activities include browsing products, price comparisonand reading product reviews.Smartphone owners in the U.S. are the most likely to use their device for in-store price comparison,online coupons and purchasing products.1 Activities performed among smartphone users within the past 30 DaysSources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012BARCODE OR QR SCANNINGMOBILE BANKING LOCATION-BASEDSERVICES/GPSNFC/MOBILE WALLET40%28%42%7%22%33%51%4%28%38% 39%56%52%8%42%46%59%10%34%48%14%22%30%N/A14%12%38%2%18%24%4%11%20%N/A3%11%15%1%4%3%
  • 22 Copyright © 2013 The Nielsen CompanyWhich appsdo we use?Apps continue to increase in popularity. Chinese and Americansmartphone owners are the heaviest app users overall, with games beingthe most used type of app in more than half of the selected countries(China, Australia, Italy and Brazil). Social networking app usage isstrongest in the U.S., with 85 percent of American smartphone ownersas regular users. Smartphone owners in India and Turkey are the leastlikely to regularly use all categories of apps, but the most popular tendto be more entertainment driven, like social networking and games.AUSTRALIABRAZILCHINAINDIAITALYRUSSIASOUTH KOREATURKEYUNITED KINGDOMUNITED STATES
  • 23The Mobile Consumer: A Global SnapshotWONDERING ABOUT MOBILE WEB USAGE?Facebook, Google, YouTube, Twitter and eBay consistently rank in the top 10 sites amongmobile web users around the world.1 Types of apps used regularly among smartphone app usersSources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012, US Nielsen Smartphone Analytics53%68%70%39%52%60%61%32%54%61%50%67%60%29%47%53%49%49%58%85%19%49%56%29%22%42%36%14%24%65%25%45%55%13%33%39%54%10%38%38% 45%51%63%14%46%52%61%5%45%84%46%37%62%10%39%48%62%9%43%48%32%36%48%14%17%31%47%6%26%53%21%26%44%11%17%18%40%4%28%53%14%24%40%11%14%53%1%14%74%GAMESBANKING/FINANCESOCIAL NETWORKINGNEWSVIDEO/MOVIESMAPS/NAVIGATION/SEARCHSHOPPING/RETAIL PRODUCTIVITYWEATHER11%WhICH APPS DO WE USe? 1
  • 24 Copyright © 2013 The Nielsen CompanyHow do wewatch mobilevideo?Smartphones are a popular device for watching video, despite thesmaller screen size. In most countries, mobile web is the most popularmeans of accessing mobile video, while smartphone owners in the U.K.and South Korea are more likely to watch mobile video using an app. Inthe U.S., smartphone owners are equally likely to watch video via mobileinternet and apps (72 percent), and Indian smartphone owners are themost likely to view downloaded video clips (57 percent).
  • 25The Mobile Consumer: A Global SnapshotAPPLICATIONS22MINUTES39 SECONDSper visitor74% 22MINUTES39 SECONDSper visitor39%22MINUTES39 SECONDSper visitor55% 22MINUTES39 SECONDSper visitor2%CHINA60% 57%33% 2%INDIA60% 37%46% 7%AUSTRALIA68% 30%50% 3%ITALY22MINUTES39 SECONDSper visitor46% 22MINUTES39 SECONDSper visitor19%22MINUTES39 SECONDSper visitor52% 22MINUTES39 SECONDSper visitor5%SOUTH KOREA72% 42%72% 1%UNITED STATES64% 38%49% 3%BRAZIL55% 23%59% 5%UNITED KINGDOMOTHER22MINUTES39 SECONDSper visitor60% 22MINUTES39 SECONDSper visitor35%22MINUTES39 SECONDSper visitor35% 22MINUTES39 SECONDSper visitor9%RUSSIAHow do we watch mobile video?MOBILE WEB DOWNLOAD CLIPS OTHERSource: Nielsen Smartphone Insights, first half of 2012; Nielsen Mobile Video Report
  • 26 Copyright © 2013 The Nielsen CompanyHow oftendo we watchmobile video onsmartphones?Chinese smartphone owners are the heaviest users of mobile video, as17 percent access more than three times a day. Mobile video viewing isfairly infrequent among the developed markets, as a third of smartphoneusers in the U.K., Australia and Italy access less than once a week.American smartphone owners are the exception, leading all countries indaily mobile video usage (31 percent use at least once per day).
  • 27The Mobile Consumer: A Global Snapshot>3 TIMES/DAY 2-3 TIMES/DAY ONCE/DAY SEVERAL TIMES/WEEK ONCE/WEEK < ONCE/WEEKUNITEDKINGDOM5%9%16%16%33%21%CHINA7%17%20%17%34%6%RUSSIA6%6%11%22%42%13%AUSTRALIA7%8%18%20%33%14%INDIA2% 1%11%33%34%18%ITALY8%7%12%28%34%11%BRAZIL15%12%18%16%18%22%UNITEDSTATES2% 2% 7%31%42%16%SOUTHKOREA18%4%7%15%14%42%FREQUENCY OF ACCESING MOBILE VIDEOSource: Nielsen Smartphone Insights, first half of 2012; and Nielsen Mobile Video Reportamong all mobile users who have watched video on their phone in the past 30 days
  • 28 Copyright © 2013 The Nielsen CompanyHOW DOESwatching MOBILEVIDEO IMPACTTV VIEWING?While mobile video viewing is not considered a replacement for otherTV viewing, it does provide consumers around the world with moreopportunities to view content, regardless of their location. The majorityof smartphone owners surveyed in all selected countries say theirviewing habits have been unaffected by mobile video usage and theystill watch the same amount of traditional TV. Smartphone owners inhigh-growth economies reported the most drastic impact: nearly a thirdof Chinese smartphone owners surveyed say they now watch moretraditional TV, while 28 percent of smartphone users in India say theyfelt their traditional TV viewing decreased.
  • 29The Mobile Consumer: A Global SnapshotTRADITIONAL TV VIEWING INCREASED TRADITIONAL TV VIEWING STAYED THE SAME TRADITIONAL TV VIEWING DECREASEDAUSTRALIA13% 15%72%ITALY16%68%16%UNITEDSTATES9% 8%83%UNITEDKINGDOM19%5%76%CHINA7%32%46%23%RUSSIA7%11%82%INDIA25%28%47%BRAZIL26%52%22%SOUTHKOREA21%15%65%Impact of Mobile Video on Television ViewingSource: Nielsen Smartphone Insights, first half of 2012; and Nielsen Mobile Video Report, US data source is the Connected Device Report, 2012.
  • 30 Copyright © 2013 The Nielsen Company30%32%38%4%19%47%7%27%24% 25%36%35%13%20%32%45%9%19%27%APPLICATIONS MOBILE INTERNET22%WHAT TYPEOF MOBILEADVERTISING DOSMARTPHONEUSERS RECEIVE?With the dramatic growth in mobile usage around the world, contentproviders and publishers are increasingly seeking out new ways tocreate value for their content, and brands and advertisers are looking formore opportunities to get their messages in front of the right audience.Smartphone owners in India and Turkey are the least likely to receive orsee any ads on their device. With the exception of the U.S., in developedmarkets, smartphone owners are most likely to receive mobile ads viaapps. Russian smartphone owners are the most likely to use their phonefor texting (95 percent), so it’s no surprise that text messages are themost common method for receiving mobile ads. Chinese smartphoneowners say they receive the most mobile ads, topping all countries inads received via online games, mobile video/TV, streaming radio andlocation-based services.AUSTRALIABRAZILCHINAINDIAITALYRUSSIASOUTH KOREATURKEYUNITED KINGDOMUNITED STATES
  • 31The Mobile Consumer: A Global SnapshotSources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 201215%38%28%18%22%34%27%22%13%17% 8%19%27%7%8%9%14%6%8%26%18%28%32%8%14%17%25%8%12%25%7%17%19%3%9%10%17%2%6%10%9%19%30%6%7%12%18%6%11%17%51%20%67%48%35%19%68%53% N/ANOADSWATCHING VIDEO/MOBILE TVDID NOT SEE ADVERTISINGWHILE USING PHONELOCATION-BASEDSERVICES/GPSSTREAMING ONLINEMUSIC/RADIOTEXT MESSAGE/SMSONLINE GAMES16%
  • 32 Copyright © 2013 The Nielsen CompanyHOW OFTENDO WE RECEIVEMOBILE ADS ONOUR PHONES?In all countries except India, smartphone owners are most likely toreceive mobile ads about once a day. Indian smartphone ownersreceive mobile ads less frequently, with 39 percent seeing them aboutonce a week.
  • 33The Mobile Consumer: A Global SnapshotHow often do we receive mobile ads on our phones?AT LEAST ONCE A DAY WEEKLY MONTHLY LESS THAN ONCE PER MONTHAUSTRALIABRAZILCHINAINDIAITALYSOUTH KOREARUSSIATURKEYUNITED KINGDOMUNITED STATES57% 25% 8% 9%62% 26% 5% 7%65% 26% 5% 4%30% 39% 15% 16%53% 25% 8% 13%78% 16% 4% 1%55% 27% 10% 8%74% 16% 6% 4%58% 29% 8% 4%57% 24% 10% 8%Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012AMONG smartphone owners who have received ads
  • 34 Copyright © 2013 The Nielsen CompanyHOW DOSMARTPHONEUSERS FEELABOUT MOBILEADVERTISING?In general, smartphone owners in developed markets are the leastlikely to engage with mobile ads, while smartphone owners in high-growth economies are more likely. For instance, Indian smartphoneowners are among the least likely to receive ads on their smartphone,but don’t seem to mind the ones they do see and are the most likelyamong smartphone users in all countries to engage with ads. Indiansmartphone owners are also more likely to be comfortable providingsome kind of personal information if it means being served an ad thatis more tailored to them and their interests.Source: Nielsen Smartphone Insights, first half of 2012Ad Clickers53 percent of Chinese smartphone owners say “sometimes”they click on mobile ads they’ve viewed. An additional 4 percent saythey “always look at the ad and sometimes click on it”.Ad Intrigued36 percent of Russian smartphone owners lookedonline for more information on an advertised product.AD TOLERANTSmartphone owners in India are the least likely tobe annoyed with mobile ads.
  • 35The Mobile Consumer: A Global SnapshotFEELINGS ABOUT MOBILE ADVERTISING17%38%43%54%25%29%18%35%18%20%13%31%31%N/A23%24%23%28%14%52%38%50%47%54%50%39%35%34%39%50%24%44%39%N/A26%35%39%37%53%26%33%54%45%54%34%31%18%36%30%36%15%41%38%52%27%24%24%33%15%21%I am more likely to click onads that are simple text adsI am more likely to clickon ads that incorporatemultimedia elementsI am OK with providing personalinformation in order to receivecustom advertisement whichmatch my interestsI am OK with advertising if it meansthat I can access content for freeI am OK with ads which containgeographically relevant informationbased on where I am at a given timeI am more likely to click on an adthat does not take me outside of theapplication to another websiteAUSTRALIABRAZILCHINAINDIAITALYRUSSIASOUTH KOREATURKEYUNITED KINGDOMUNITED STATESSources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
  • 36 Copyright © 2013 The Nielsen CompanyMETHODOLOGIESGlobal Smartphone InsightsMethodologyAustraliaOnline interviews conducted nationally. Respondents were between theages of 16 and 64. The incidence module interviewed a total of 1,158random contacts. Detailed interviews were completed with 1,682 mobileusers, 1,063 of which were smartphone users and 619 of which werenon-smartphone users. Interviews were conducted during February 2012.BrazilThe incidence module was conducted over the phone while the detailedmodule was conducted online nationally. Respondents were betweenthe ages of 16 and 64. The incidence module interviewed a total of 986random contacts. Detailed interviews were completed with 1,603 mobileusers, 748 of which were smartphone users and 855 of which were non-smartphone users. Interviews were conducted during April-May 2012.ChinaOnline interviews conducted in urban areas. Sample was sourcedfrom the following cities: Shanghai, Nanjing, Hangzhou, Guangzhou,Shenzhen, Nanning, Beijing, Tianjin, Shijiazhuang, Chongqing,Chengdu, Kunming, Zhengzhou, Wuhan, Changsha, Shenyang,Changchun, Haerbin, Xian, Lanzhou, Xining. Respondents were betweenthe ages of 16 and 64. The incidence module interviewed a total of 1,210random contacts. Detailed interviews were completed with 2,477 mobileusers, 1,639 of which were smartphone users and 838 of which werenon-smartphone users. Interviews were conducted during February 2012.Due to the online-only methodology in China, which excludes a largeportion of China’s rural population, smartphone penetration may skewhigh.IndiaFace-to-face interviews conducted in 8 Indian cities (Mumbai, Delhi,Kolkata, Bangalore, Hyderabad, Ahmedabad, Pune, Lucknow).Respondents were between the ages of 16 and 64. The incidencemodule interviewed a total of 3,203 random contacts. The detail moduleof mobile users only interviewed a total of 3,067 mobile users, 1,593 ofwhich were smartphone users and 1,474 of which were non-smartphoneusers. Interviews were conducted during March-April 2012.
  • 37The Mobile Consumer: A Global SnapshotItalyOnline interviews conducted nationally. Respondents were between theages of 16 and 64. The incidence module interviewed a total of 1,062random contacts. Detailed interviews were completed with 1,632 mobileusers, 1,026 of which were smartphone users and 606 of which werenon-smartphone users. Interviews were conducted during March 2012.South KoreaOnline interviews conducted nationally. Respondents were between theages of 16 and 64. The incidence module interviewed a total of 1,041random contacts. Detailed interviews were completed with 1,765 mobileusers, 1,145 of which were smartphone users and 620 of which were non-smartphone users. Interviews were conducted during February 2012.RussiaOnline interviews conducted in 12 major metros. Respondents werebetween the ages of 16 and 64. The incidence module interviewed atotal of 1,039 mobile users to determine the type of primary handsetused. Detailed interviews were completed with 1,645 mobile users, 912of which were smartphone users and 733 of which were non-smartphoneusers. Interviews were conducted during March-April 2012. Due to theonline-only methodology in Russia, which excludes a large portion ofRussia’s rural population, smartphone penetration may skew high.TurkeyFace-to-face interviews conducted in large and medium metros.Respondents were between the ages of 16 and 64. The incidencemodule interviewed a total of 4,042 random contacts. Detailedinterviews were completed with smartphone users only. The sampleachieved was 776 Smartphone users. Interviews were conducted duringApril-May 2012.U.K.Online interviews conducted nationally. Respondents were between theages of 16 and 64. The incidence module interviewed a total of 1,025random contacts. Detailed interviews were completed with 1,607 mobileusers, 995 of which were smartphone users and 612 of which were non-smartphone users. Interviews were conducted during March 2012.
  • 38 Copyright © 2013 The Nielsen CompanyADDITIONAL MethodologyNielsen Mobile InsightsOnline interviews conducted nationally among U.S. mobile users.Respondents were aged 13+. The incidence module interviewed a totalof 84,565 random contacts. Detailed interviews were completed with76,204 mobile users, 54,585 of which were able to identify their mobilephone. 28,103 respondents were smartphone users and 26,482 werenon-smartphone users. Interviews were conducted duringApril-June 2012.Nielsen Mobile Video ReportOnline survey of 5,719 mobile users that had accessed video on theirmobile phone in the past 30 days. The survey is conducted nationallyand respondents are re-contacted based on the Mobile Insightssyndicated survey. Interviews were conducted during April-June 2012.Nielsen Customer Value Metrics:A bill-scraping platform that measures actual mobile charges andusage by passively collecting information from online bills. The sampleconsists of 30,000+ opt-in panelists and 65,000+ line-level bills eachmonth using advanced e-bill scraping technology. The sample consistsof postpaid, non-corporate liable consumers that belong to the top 4carriers (AT&T, Verizon, Sprint and T-Mobile). Nielsen Customer ValueMetrics data cited in this publication was collected during April-June2012.Nielsen Smartphone AnalyticsNielsen’s on-device software is installed with permission on panelistAndroid and iOS smartphones. Mobile app and web usage areelectronically measured through this fully opted-in panel. There are~5,000 panelists ages 18+ that participate in the panel nationally.Nielsen Smartphone Analytics data cited in this publication wascollected in June 2012.
  • 39The Mobile Consumer: A Global SnapshotAbout NielsenNielsen Holdings N.V. (NYSE: NLSN) is a global information andmeasurement company with leading market positions in marketingand consumer information, television and other media measurement,online intelligence, mobile measurement, trade shows and relatedproperties. Nielsen has a presence in approximately 100 countries, withheadquarters in New York, USA and Diemen, the Netherlands.For more information, visit www.nielsen.com.Copyright © 2013 The Nielsen Company. All rights reserved. Nielsen andthe Nielsen logo are trademarks or registered trademarks of CZT/ACNTrademarks, L.L.C. Other product and service names are trademarks orregistered trademarks of their respective companies. 13/5993
  • 40 The Mobile Consumer: A Global Snapshot