Outlook of Smartphone Usage in Brazil

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Outlook of Smartphone Usage in Brazil.

A study analysis made by WMcCann and Grupo.Mobi. Research by Ipsos MediaCT.

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Outlook of Smartphone Usage in Brazil

  1. 1. OUTLOOK OF SMARTPHONE USAGE IN BRAZILA STUDY ANALYSIS MADE BY WMCCANN AND GRUPO.MOBIRESEARCH BY IPSOS MEDIACT
  2. 2. PRESENTATION TOPICS 1. A rapid market evolution 2. Smartphones 3. Internet mobile 4. Social media 5. Mobile content 6. Apps and games 7. Feature phones 8. Near future
  3. 3. GOALS • Investigate how consumers relate to the brands, products and services using their mobile devices. And to provide a better understanding about this fast changing market.Click to edit Master text styles
  4. 4. METHODOLOGY• Ipsos Online Panel• 1000 interviews in total• Men and Women, Brazilian’s residents• Ages: from 14 to 59 years old• Interviews applied in the 7 main Brazilians urban centers• High, Middle and Low middle classes• 100% mobile phone owners• Surveyed in February 2011
  5. 5. 1. A RAPID MARKET EVOLUTION
  6. 6. A rapid market evolution• 50.4% of smartphones owners bought their last device in the last 6 months, indicating that the market has been changing very quickly.
  7. 7. HOW LONG HAVE YOU HAD THIS MOBILE PHONE? Total Feature phone Smartphone Less than 3 months 15.7% 11.8% 24.7% From 4 to 6 months 16.4% 12.4% 25.7% From 7 months to 1 17.9% 18% 17.7% year From 1 to 1 ½ year 15.9% 16.2% 15.2% From 1 ½ to 2 years 9.5% 11.6% 4.8% More than 2 years 24.6% 30.1% 11.9%Base: full sample
  8. 8. WHEN DO YOU INTEND TO CHANGE YOUR MOBILE PHONE Total Feature phone Smartphone Less than 3 months 17.8% 20% 12.8% From 4 to 6 months 22.7% 24.4% 18.7% From 7 months to 1 21% 20.2% 23% year From 1 to 1 ½ year 19.1% 17.4% 23% From 1 ½ to 2 years 8.2% 6.6% 11.9% More than 2 years 11.2% 11.5% 10.7%Base: full sample
  9. 9. WHEN DO YOU INTEND TO CHANGE YOUR MOBILE PHONE 44.4% of the owners of a feature phone Total Feature phone intend to Smartphone change their mobile phones in the next Less than 3 months 17.8% 20% 6 months.12.8% From 4 to 6 months 22.7% 24.4% 18.7% From 7 months to 1 21% 20.2% 23% year From 1 to 1 ½ year 19.1% 17.4% 23% From 1 ½ to 2 years 8.2% 6.6% 11.9% More than 2 years 11.2% 11.5% 10.7%Base: full sample
  10. 10. 2. SMARTPHONES
  11. 11. Smartphones• The smartphone has reached the mass.• Almost 1/3 of the internet users (30.3%) own a smartphone.• It means that there are approximately 19 millions smartphones in Brazil.
  12. 12. SMARTPHONE OWNERS 40.0% 30.0% 20.0% 35.2% 33.8% 24.2% 24.9% 10.0% 15.3% 0% Work and study Work Study Unemployed Housewife SmartphoneBase: full sample
  13. 13. SMARTPHONE OWNERS 50% 38% 25% 49.7% 33.5% 13% 19.0% 0% high class middle low middle SmartphoneBase: full sample
  14. 14. SMARTPHONE OWNERS 50% 38% 25% 49.7% Good penetration rate, even for the 33.5% lower middle class 13% 19.0% 0% high class middle low middle SmartphoneBase: full sample
  15. 15. 40.5% of low middleclass intend tochange theirmobile phones inless than 6 months.
  16. 16. SMARTPHONE OWNERS 40% 30% 20% 34.6% 33.2% 28.6% 29.5% 21.9% 21.1% 10% 0% Ages 14-17 Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-59 SmartphoneBase: full sample
  17. 17. SMARTPHONE OWNERS Presented among 40% all age groups 30% 20% 34.6% 33.2% 28.6% 29.5% 21.9% 21.1% 10% 0% Ages 14-17 Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-59 SmartphoneBase: full sample
  18. 18. MAIN SMARTPHONE’S BRANDS IN BRAZIL • Even though its price is very high in Brazil, the iPhone has already gained an important 5.1% 8.4% market share. 9.8% 35.0% 13.0% 10.9% 17.8% Nokia Samsung Motorola Others Apple LG BlackberryBase: Smartphone owners
  19. 19. DO YOU ACCESS THE INTERNET USING YOUR MOBILEPHONE? 100% 75% 50% 97.4% 89.4% 88.5% 85.7% 83.1% 72.3% 61.8% 25% 0% Total Apple LG Nokia Blackberry Samsung Motorola YesBase: Smartphone owners
  20. 20. HOW OFTEN DO YOU ACCESS THE INTERNET USINGYOUR MOBILE PHONE? 80.00% 60.00% 40.00% 20.00% 0% Apple Blackberry LG Motorola Nokia Samsung More than 1 hour per day Everyday 4 to 6 days a week 2 to 3 times a week Once a week or less oftenBase: interviewees who access the internet through mobile phones
  21. 21. HOW OFTEN DO YOU ACCESS THE INTERNET USINGYOUR MOBILE PHONE? 80.00% 75.5% access the internet 60.00% every day 40.00% 20.00% 0% Apple Blackberry LG Motorola Nokia Samsung More than 1 hour per day Everyday 4 to 6 days a week 2 to 3 times a week Once a week or less oftenBase: interviewees who access the internet through mobile phones
  22. 22. DO YOU USUALLY SHARE CONTENT THAT YOU FIND INTERESTINGUSING YOUR MOBILE PHONE? 100% 75% 50% 84.3% 63.4% 66.0% 61.2% 59.4% 54.2% 25% 36.9% 0% Total Apple Blackberry LG Motorola Nokia Samsung YesBase: smartphone owners who access the internet through mobile phones
  23. 23. DO YOU USUALLY SHARE CONTENT THAT YOU FIND INTERESTINGUSING YOUR MOBILE PHONE? 100% They tend to share 75% more content. 50% 84.3% 63.4% 66.0% 61.2% 59.4% 54.2% 25% 36.9% 0% Total Apple Blackberry LG Motorola Nokia Samsung YesBase: smartphone owners who access the internet through mobile phones
  24. 24. HAVE YOU EVER PURCHASED ANY ITEM ON WEBSITES ORE-COMMERCE APPS USING YOUR MOBILE PHONE? 80% 60% 40% 62.6% 20% 14.5% 14.7% 14.5% 10.5% 2.9% 5.5% 0% Total Apple Blackberry LG Motorola Nokia Samsung YesBase: smartphone owners who access the internet through mobile phones
  25. 25. HAVE YOU EVER PURCHASED ANY ITEM ON WEBSITES ORE-COMMERCE APPS USING YOUR MOBILE PHONE? 80% 60% They are the biggest shoppers using a 40% mobile phone 62.6% 20% 14.5% 14.7% 14.5% 10.5% 2.9% 5.5% 0% Total Apple Blackberry LG Motorola Nokia Samsung YesBase: smartphone owners who access the internet through mobile phones
  26. 26. WHAT IS YOUR MOBILE PHONE’S BRAND? Averadge Apple Blackberry Samsung LG Nokia Motorola 0% 25% 50% 75% 100% Ages 14­17 Ages 18­24 Ages 25­34 Ages 35­44 Ages 45­54 Ages 55­59Base: full sample
  27. 27. WHAT IS YOUR MOBILE PHONE’S BRAND? Averadge Apple Blackberry It’s the brand with Samsung the strongest relationship with young people. LG Nokia Motorola 0% 25% 50% 75% 100% Ages 14­17 Ages 18­24 Ages 25­34 Ages 35­44 Ages 45­54 Ages 55­59Base: full sample
  28. 28. Changing the habits• The features and type of devices impact the way the consumers use their phones.• The iPhoneÊs consumer is the most active user and is more likely to interact online.• To increase the media coverage, the brands must invest in other platforms as well.
  29. 29. 3. INTERNET MOBILE
  30. 30. DO YOU ACCESS THE INTERNET THROUGH YOURMOBILE PHONE? • 40.8% already access the Internet through mobile phones • The internet mobile access is 40.8% now similar to the tradicional access (by computers) 59.2% comparing data from the beggining of 2007. Yes NoBase: full sample
  31. 31. DO YOU ACCESS THE INTERNET THROUGH YOURMOBILE PHONE? 50% 38% 25% 49.0% 44.8% 42.8% 38.7% 30.0% 13% 19.5% 0% Ages 14-17 Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-59 YesBase: full sample
  32. 32. DO YOU ACCESS THE INTERNET THROUGH YOURMOBILE PHONE? 90% 68% 45% 83.1% 23% 22.5% 0% Featured phone Smartphone YesBase: full sample
  33. 33. DO YOU ACCESS THE INTERNET THROUGH YOURMOBILE PHONE? 90% 68% The access to the internet tends to grow due to an increasing smartphone selling 45% 83.1% 23% 22.5% 0% Featured phone Smartphone YesBase: full sample
  34. 34. DO YOU ACCESS THE INTERNET THROUGH YOURMOBILE PHONE? •47% already use a mobile broadband (3G) • The number of access using mobile broadband is bigger 47.0% than the “tradicional” 53.0% broadband (cable, fiber, etc.). Yes NoBase: interviewees who access the internet through mobile phones
  35. 35. 4. SOCIAL MEDIA
  36. 36. Social Media• The access to the social networks through a mobile phone is already a reality in Brazil.
  37. 37. SOCIAL MEDIA PENETRATION THROUGH MOBILEPHONES • 33.9% of the interviewees access social networks through mobile phone 33.9% 66.1% Yes NoBase: full sample
  38. 38. SOCIAL MEDIA PENETRATION THROUGH MOBILEPHONES • Taking in consideration just the users who access the internet from their mobile phones, this number reaches 17.0% up to 83%. • This penetration rate is similar to the access through computers. 83.0% Yes NoBase: interviewed consumers who access the internet through mobile phones
  39. 39. Social Media• In Brazil, social networks are already one of the most accessed contents from a computer. This is also true considering mobile access.
  40. 40. WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOURMOBILE PHONE? All High class Middle Low middleGoogle 68.1% 83.8% 68.6% 55.3%Orkut 49.4% 43.2% 48.4% 56.4%Facebook 46.9% 59.6% 40.7% 50.3%Twitter 36.6% 38.6% 38.4% 31.3%MSN (portal) 35.5% 20.2% 36.7% 44.6%Globo.com 25.3% 35.5% 22% 24.6%Yahoo! 16.5% 23.6% 14.3% 15.7%UOL 14.9% 20.3% 15.1% 10.3%Terra 10.3% 21.9% 9.8% 2.6%IG 5.7% 2.4% 7.2% 5%LinkedIn 2.9% 7.7% 2.6% 0%Base: interviewees who access the internet through mobile phones
  41. 41. WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOURMOBILE PHONE? All High class Middle Low middleGoogle 68.1% 83.8% 68.6% 55.3%Orkut 49.4% 43.2% 48.4% 56.4%Facebook 46.9% 59.6% 40.7% 50.3%Twitter 36.6% 38.6% 38.4% 31.3% Differently from the access throughMSN (portal) 35.5% 20.2% 36.7% computers, Facebook is 44.6% very close to Orkut, evenGlobo.com 25.3% 35.5% 22% for the class C. 24.6%Yahoo! 16.5% 23.6% 14.3% 15.7%UOL 14.9% 20.3% 15.1% 10.3%Terra 10.3% 21.9% 9.8% 2.6%IG 5.7% 2.4% 7.2% 5%LinkedIn 2.9% 7.7% 2.6% 0%Base: interviewees who access the internet through mobile phones
  42. 42. WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOURMOBILE PHONE? All Featured phone SmartphoneGoogle 68.1% 61.7% 72.1%Orkut 49.4% 48.7% 49.9%Facebook 46.9% 35.4% 54%Twitter 36.6% 27.1% 42.6%MSN (portal) 35.5% 37% 34.6%Globo.com 25.3% 22.4% 27.1%Yahoo! 16.5% 16% 16.7%UOL 14.9% 14.8% 15%Terra 10.3% 6.8% 12.4%IG 5.7% 6.4% 5.3%LinkedIn 2.9% 0.3% 4.5%Base: interviewees who access the internet through mobile phones
  43. 43. WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOURMOBILE PHONE? All Featured phone SmartphoneGoogle 68.1% 61.7% 72.1%Orkut 49.4% 48.7% 49.9%Facebook 46.9% 35.4% 54%Twitter 36.6% 27.1% 42.6% Not having aMSN (portal) 35.5% smartphone doesn’t 37% 34.6% mean the user won’tGlobo.com access social networks 25.3% 22.4% 27.1%Yahoo! 16.5% 16% 16.7%UOL 14.9% 14.8% 15%Terra 10.3% 6.8% 12.4%IG 5.7% 6.4% 5.3%LinkedIn 2.9% 0.3% 4.5%Base: interviewees who access the internet through mobile phones
  44. 44. Considering thesocial classdifferenceand the typeof mobiledevices, thereis little variationon the accessto the websites.
  45. 45. WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOURMOBILE PHONE? 90.00% 67.50% 45.00% 22.50% 0% e ok t r m o! rra L l) n IG em ku tte UO l ta dI og ho co bo Te Or ke th or i Tw Go o. Ya ce (p n of ob Li Fa SN ne Gl M No High class Middle Low MiddleBase: interviewees who access the internet through mobile phones
  46. 46. WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOURMOBILE PHONE? 80.00% 60.00% 40.00% 20.00% 0% e ok t r m o! rra L l) n IG em ku tte UO l ta dI og ho co bo Te Or ke th or i Tw Go o. Ya ce (p n of ob Li Fa SN ne Gl M No Smartphone Featured phoneBase: interviewees who access the internet through mobile phones
  47. 47. Social Media• Social media apps are one of the most downloaded apps, and considered to be one of the most important ones.
  48. 48. WHICH ONE OF THESE APPS HAVE YOU DOWNLOADED/INSTALLED TO YOUR MOBILE PHONE? All Featured phone Smartphone Games 79.5% 77.5% 80.2% Social Networks 71.3% 54% 77.5% Instant Messenger 70.1% 46.7% 78.5%Utilities such as alarm, calendar, 51.3% 38.9% 55.7% calculator, etc. Radio/Music 51.2% 60% 48% Maps 49.4% 20.3% 59.9% Microblog (Twitter) 42.9% 19.4% 51.3%Base: interviewees who are used to download apps to their mobile phones
  49. 49. AND WHICH ONE OF THEM ARE THE TOP 3 MOST IMPORTANT FOR YOU? All Featured phone Smartphone Social Networks 52.4% 50.3% 53.2% Instant Messenger 43.9% 42.9% 44.2% Games 38.8% 53.7% 33.4%Utilities such as alarm, calendar, 24.8% 22.5% 25.6% calculator, etc. Microblog 24.6% 13.3% 28.6% Radio/Music 23.6% 31.5% 20.8% Maps 18.3% 9.9% 21.4%Base: interviewees who are used to download apps to their mobile phones
  50. 50. Social media• Social networks are constantly used to share different contents.
  51. 51. WHAT DO YOU USE TO SHARE YOUR CONTENT 70.00% 52.50% 35.00% 17.50% 0% r l S s h en S ai tte rk ot SM M m re wo to M i Tw e­ sc ue et e Bl ln th cia on So owBase: interviewees who share contents Sh
  52. 52. 5. MOBILE CONTENT
  53. 53. Mobile content• Despite of the mobile fast growing rates, there is still a small number of mobile websites and brazilian apps.• There is a huge opportunity for the companies to position themselves and gain more participation in the mobile market.
  54. 54. I WISH THERE WERE MORE MOBILE CONTENTS TO ACCESSTHROUGH MY MOBILE 50.00% 37.50% 25.00% 12.50% 0% Agree 4 3 2 DisagreeBase: Smartphone owners
  55. 55. I WISH THERE WERE MORE MOBILE CONTENTS TO ACCESSTHROUGH MY MOBILE 50.00% More than 50.4% of the smartphone owners would prefer if there were more content to access through mobile 37.50% phone 25.00% 12.50% 0% Agree 4 3 2 DisagreeBase: Smartphone owners
  56. 56. THE AVAILABLE FORMAT OF THE CONTENT IS NOT FOR ME 40.00% 30.00% 20.00% 10.00% 0% Agree 4 3 2 DisagreeBase: Smartphone owners
  57. 57. THE AVAILABLE FORMAT OF THE CONTENT IS NOT FOR ME 40.00% 49,5% believe that the existing content for mobile phones are still not properly 30.00% configured. 20.00% 10.00% 0% Agree 4 3 2 DisagreeBase: Smartphone owners
  58. 58. HOW DO YOU ACCESS NEWS PORTALS? 6.50% • Almost 1/3 (29.1%) of the interviewees already access news websites through mobile phones on the same frequency or more. 22.60% 70.90% I usually access more from my mobile phone I access from my mobile phone as much as from my computer I access more from my computerBase: interviewees who access the internet from their feature phones and are used to access this type ofservice and content
  59. 59. Mobile content• The efforts/ investments spent on traditional web has become less efficient because at least 1/3 of the consumers are accessing the web through a mobile phone.• Most of the marketing campaigns send their users to an unprepared website that are usually not adapted to attend the mobile environment.
  60. 60. HOW DO YOU ACCESS E-MAIL? 9.7% • Almost 1/3 (31.4%) of the interviewees already access their e-mail through a mobile phone at the same frequency or more. 21.7% 68.6% I usually access more from my mobile phone I access from my mobile phone as much as from my computer I access more from my computerBase: interviewees who access the internet from their feature phones and are used to access this type ofservice and content
  61. 61. HOW DO YOU ACCESS THE SEARCH TOOLS? 4.3% • Almost 1/3 (30.3%) of the interviewees already access the search tools through mobile phones at the same 26.0% frequency or more. 69.7% I usually access more from my mobile phone I access from my mobile phone as much as from my computer I access more from my computerBase: interviewees who access the internet from their feature phones and are used to access this type ofservice and content
  62. 62. HOW DO ACCESS SOCIAL NETWORKS? 9.5% • The same occurs with social media campaigns (33%) which usually send the users to their brands websites or microsites. And, most of 23.5% these websites are not prepared for the mobile 67.0% format. • Considering Twitter, 42.9% of the users access the microblog through their I usually access more from my mobile phone mobile devices at the same I access from my mobile phone as much as from my computer I access more from my computer frequency or more.Base: interviewees who access the internet from their feature phones and are used to access this type ofservice and content
  63. 63. Shopping• Only a small percentage of the biggest Brazilian retailers have websites that are properly adequate to the mobile environment.• There are companies that have already started to worry about the mobile universe, but they usually end up coming up with a solution just for one mobile brand. (ex.: iPhone)• Even with this scenario, the number of consumers that purchase an item using their mobile phone is already reasonable.
  64. 64. HAVE YOU EVER PURCHASED ANY ITEM ON WEBSITES ORE-COMMERCE APPS USING YOUR MOBILE PHONE? 16% 12% 8% 15.80% 14.50% 12.50% 4% 0% Total Feature Phone Smartphone YesBase: interviewees who access the internet through mobile phones
  65. 65. HAVE YOU EVER MADE ANY PURCHASE IN WEBSITES OR E-COMMERCE APPS THROUGH MOBILE PHONES? 40% 30% 20% 37.30% 10% 15.80% 9.40% 9.40% 0% Total High class Middle Low middle YesBase: smartphone owners who access the internet through mobile phones
  66. 66. DO YOU USE ANY ONLINE BANKING SERVICE ON YOUR MOBILEPHONE? 26% 20% 13% 25.30% 22.30% 17.40% 7% 0% Total Featured phone Smartphone YesBase: interviewees who access the internet through mobile phones
  67. 67. DO YOU USE ANY ONLINE BANKING SERVICE ON YOUR MOBILEPHONE? 40% 30% 20% 31.20% 25.30% 26.70% 10% 15.90% 0% Total High class Middle Low middle YesBase: interviewees who access the internet through mobile phones
  68. 68. Mobile TV• 18.5% of the devices have TV (analogue or digital)• It means there are, at least, 10 millions devices with this feature.• Most of these mobiles are from an unknown brand (most from China), nevertheless they provide a variety of features with a smaller price.
  69. 69. VAIC E71 (IT’S NOT A NOKIA PHONE) • Analog TV • 2 SIM cards • 2 Cameras • Flash • Shake function • Video camera • FM radio • Bluetooth • Voice recorder • MP3 and MP4 • Memory card slot
  70. 70. VAIC E71 (IT’S NOT A NOKIA PHONE) • Analog TV • 2 SIM cards • 2 Cameras • Flash • Shake function • Video camera U$ 40 (an Samsung • FM radio Star Lite TV • Bluetooth costs U$ 450) • Voice recorder • MP3 and MP4 • Memory card slot
  71. 71. Mobile TV• And this base has been ignored in 2 aspects: 1. for those who have Digital TV in their mobile phone, it is true to say that the content hasnÊt yet been adapted to the proper size of the screen, neither to the consumer profile or addapted to be consumed in a specific moment of the day. 2. This audience is not being measured
  72. 72. Mobile TV• This number (10 million of devices with TV) is very close to the number of paid TV subscriptions in Brazil. The paid TV started being measured in Brazil when it had less than 1 million subscriptions. Obviously the paid TV subscription is per residence and not per head, but it helps to illustrate the importance of this number.
  73. 73. 6. APPS AND GAMES
  74. 74. DO YOU USUALLY DOWNLOAD SPECIFIC APPS TO YOURMOBILE PHONE? • 64% of the smartphone owners who access the internet download apps. 36.0% 64.0% NO YESBase: smartphone owners who access the internet through mobile phones
  75. 75. ARE YOU USED TO DOWNLOAD SPECIFIC APPS ONYOUR MOBILE PHONE? 70% 53% 35% 67.4% 65.5% 61.9% 18% 0% High class Middle Low middle YesBase: smartphone owners who access the internet through mobile phones
  76. 76. ARE YOU USED TO DOWNLOAD SPECIFIC APPS ONYOUR MOBILE PHONE? Download apps is a common habit to all social classes and group ages. 70% 53% 35% 67.4% 65.5% 61.9% 18% 0% High class Middle Low middle YesBase: smartphone owners who access the internet through mobile phones
  77. 77. ARE YOU USED TO DOWNLOAD SPECIFIC APPS ONYOUR MOBILE PHONE? 80% 60% 40% 73.3% 64.0% 48.5% 20% 0% Total Male Female YesBase: smartphone owners who access the internet through mobile phones
  78. 78. ARE YOU USED TO DOWNLOAD SPECIFIC APPS ONYOUR MOBILE PHONE? 80% 60% Men download more apps 40% 73.3% 64.0% 48.5% 20% 0% Total Male Female YesBase: smartphone owners who access the internet through mobile phones
  79. 79. Apps and games• Although games apps proved to be the most downloaded content, the users tend to delete them from their devices after a small period of time.• We believe that people are not buying the game itself, but a way of entertaining themselves.
  80. 80. WHAT KIND OF APP DO YOU USUALLY DOWNLOAD TOYOUR MOBILE PHONE? • 57% of the apps installed per month are games • Average of 12 games installed per month 43.0% • Avarage of 9 other type of 57.0% apps installed per month Games Other appsBase: Smartphone owners who download apps
  81. 81. WHAT’S THE PERCENTAGE OF GAMES AND OTHERAPPS IN YOUR MOBILE PHONE • 39.7% of the installed apps are games. 39.7% 60.3% Games Other appsBase: smartphone owners who download apps
  82. 82. 6. FEATURE PHONES
  83. 83. Feature phones?• Usually, market share in Brazil is measured by sales. Due to the grey market and the resale between the consumers, those numbers donÊt reflect on its market share.• This study portray the market share considering the usage.
  84. 84. FEATURE PHONES, YES. BUT NOT THAT CONVENTIONAL • A considerable part of the feature phones already have advanced features (such as Wi-Fi, GPS or touch screen) 30.3% there were only found on smartphones. 50.2% 19.5% Smartphone Feature phones with advanced features (Wi-Fi, GPS or touch screen) Feature phonesBase: full sample
  85. 85. MINI HIPHONE N8 • Touch screen • Bluetooth • Shake control • Rotation sensor • Analog TV • 2 SIM cards • 2 Cameras • FM radio • Video camera • Voice recorder • MP3 e MP4 • Memory card slot
  86. 86. MINI HIPHONE N8 • Touch screen • Bluetooth • Shake control • Rotation sensor • Analog TV • 2 SIM cards U$ 75 • 2 Cameras (the original iPhone costs U$ 1,200) • FM radio • Video camera • Voice recorder • MP3 e MP4 • Memory card slot
  87. 87. FEATURES PRESENTED IN MOBILE PHONES Total Featured phone Smartphone Alarm Clock 96.4% 96.2% 96.7% Calendar/Agenda 93.8% 91.6% 98.6% Camera 86% 80.8% 98% Voice recorder 79.9% 74.8% 91.6% AM/FM radio 79.2% 79.7% 78.1% Bluetooth 78.5% 70.8% 96.1% Video camera 77.3% 70% 94.3% MP3 76.4% 68.7% 94.1% Memory Card 72.7% 65.7% 88.7% Touch screen 32.1% 19.2% 61.8% Wi-Fi 28.1% 9.6% 70.7% GPS 23.3% 9% 56.5% Television 18.5% 16.6% 23%Base: full sample
  88. 88. THE MOST RELEVANT FEATURES FOR SMARTPHONE OWNERS 1º SMS 62.8% 2º Wi-Fi 62.0% 3º MP3 47.8% 4º Alarm clock 46.5% 5º Camera 39.4%Base: full sample and smartphone owners
  89. 89. Featured phones?• Mobile phones with advanced features also have an important role in this change.• They enable the users to experience and learn more about the features usually presented only on smartphones.
  90. 90. 7. NEAR FUTURE
  91. 91. Near future• In a few years, the cheapest mobile phone will have the same features already presented in the most expensive mobile phones today.• This technological evolution tendency is common and will continue to happen.• Considering the smartphone sales, this transition will have a bigger impact in the mobile market in the next few years.
  92. 92. Near future• And there is a new element: the tablet. As it had happened before with the iPhone entrance, this market will suffer another radical change.• A news that has already become a desire to all users among all users (66%) from all ages and social classes.
  93. 93. DO YOU INTEND TO BUY A TABLET? 80% 60% 40% 69.6% 68.3% 71.3% 66.1% 66.1% 61.5% 20% 0% Years 14-17 Years 18-24 Years 25-34 Years 35-44 Years 45-54 Years 55-59 YesBase: full sample
  94. 94. DO YOU INTEND TO BUY A TABLET? 80% 60% 40% 68.1% 67.1% 63.8% 20% 0% High class Middle Low middle YesBase: all the sample
  95. 95. Elaborated by • Ricardo Cavallini Terence Reis PRESS RELEASE Vice President of Convergence, WMcCann Partner Director of Operations, .Mobi Gabriela Costa (11) 3775-3024 ricardo.cavallini@wmccann.com terence@pontomobi.com.br gabriela.costa@wmccann.com

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