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Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
Smartphone usage and mobile attitudes 2011 - Pdf version
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Smartphone usage and mobile attitudes 2011 - Pdf version

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And finally good data have come! …

And finally good data have come!
Google, Ipsos & MMA have made an effort to get insights about mobile user and its mobile usage. The site www.ourmobileplanet.com provides a full immersion on data that can be used to drive decisions on how to engage with consumers.
It’s the first time that such an extensive study is available for free and we should take advantage of this data field.
The site gives the opportunity to use a tool to create custom charts and to retrieve raw data, so I spent a little time to enjoyed the opportunity to make available some charts that I hope will be useful and explanatory on the consumer’s behaviours.

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  1. Smartphone usage andmobile attitudes in Europe November 2011
  2. 1. Penetration – Smartphone, Internet & mobile Credits: Amodiovalerio VerdeThe 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
  3. 1. Penetration – Smartphone Credits: Amodiovalerio VerdeUse of smartphones is particularly high in the age class 18 to 29, and considerably lower in the 50+ classIn the age class 30 to 49 the usage is still far above the average
  4. 1. Penetration – Smartphone Credits: Amodiovalerio VerdeIn all selected European countries, smartphone adoption is higher in male than in femaleIn UK and Norway the gap between genders, about smartphone adoption, is lower
  5. 2. Behavior
  6. 2. Behavior – Internet usage Credits: Amodiovalerio VerdeOver 60% of smartphone owners connect to the Internet via smartphone at least once a dayDesktop computers are still the most used media to connect to the Internet, with over 90% of smartphone owners who use it to connect at leastonce a day
  7. 2. Behavior – Internet usage Credits: Amodiovalerio VerdeSmartphone owners have frequent but short online sessions via smartphone, and few but long sessions via desktop
  8. 2. Behavior – Mobile use cases Credits: Amodiovalerio VerdeSmartphones are mainly used to browse Internet, take photo/video, email and general search while are less used to job search, house searchand coupons for shoppingThe mobile use cases can vary significantly depending on the considered country
  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 Credits: Amodiovalerio VerdeUse of the smartphone does not vary much by gender, although some activities such as social networking are more used by women
  15. 2. Behavior – Location of smartphone usage Credits: Amodiovalerio VerdeSmartphones are mainly used at home, on the go and at workUse of smartphone in stores and airports varies widely from country to countryIn school, on average, more than one student out of four uses the smartphone
  16. 2. Behavior – Location of smartphone usage Credits: Amodiovalerio Verde
  17. 2. Behavior – Location of smartphone usage Credits: Amodiovalerio Verde
  18. 2. Behavior – Statements Credits: Amodiovalerio VerdeSmartphones are considered a good way to pass time while waiting for something and to connect to the Internet and to get information in theabsence of an alternative connectionThe perception of the Internet as a kind of accessory for the mobile device, varies widely by countrySmartphones are also a quick and easy way to get immediate answers to questions
  19. 2. Behavior – Statements Credits: Amodiovalerio VerdeSmartphones 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 seenFew people use the smartphone because it has lower costs than an alternative Internet connection and very few people do not have analternative connection at home and use exclusively the smartphone to connect to Internet
  20. 3. Activities
  21. 3. Activities – Apps Credits: Amodiovalerio VerdeThe number of installed apps varies from country to country and is between 14 and 34In Austria, Germany, Spain and Switzerland at least half of the apps installed were purchasedThe number of apps used at least once every 30 days is less than half the number of installed apps
  22. 3. Activities – Parallel media usage Credits: Amodiovalerio VerdeThe most common parallel activity is listening to music, followed by watching tv/movies and using Internet on another deviceOther activities such as reading or playing video games, seem to be less suitable for a parallel usage
  23. 3. Activities – Parallel media usage Credits: Amodiovalerio VerdeOver 70% of smartphone owners does something else while using smartphoneThis percentage grows up to 88% in age class 18-29 showing how younger people are more multitaskingPeople in age class 50+ are less likely to do something else while using smartphone showing less multitasking capabilities
  24. 3. Activities – Parallel media usage Credits: Amodiovalerio VerdeThe kind of parallel media activities varies with age classListening to music and watching tv or movies are activities done frequently by younger people and decrease quickly with ageUsing Internet on another device and reading something while using the smartphone is more common in all age classes
  25. 3. Activities – Search, social, video and email usage Credits: Amodiovalerio VerdeFor common activities such as search engine usage, social networking, email and video platform, desktop computer are still used more thansmartphone but with small differencesThis is true especially in activities like social networking where the gap is really low and engagement on smartphone is higher than on desktop
  26. 3. Activities – Search, social, video and email usage Credits: Amodiovalerio VerdeOwners of smartphones will stay mainly on the first page of search results when using their smartphone to search for informationOn a desktop, instead, they browse more than five pages of results
  27. 3. Activities – Local search Credits: Amodiovalerio VerdeUse of smartphone for local search also varies with country; Italy and Spain are the first countries for this kind of usage
  28. 3. Activities – Local search Credits: Amodiovalerio VerdeAlthough it varies from country to country, the most frequent activities performed after a local search are: visit the website, locate the venue on amap or visit the business itself
  29. 3. Activities – Statements Credits: Amodiovalerio VerdeMore than half of smartphone owners do not leave home without itOften after having found the information with the smartphone, the search goes on desktop computer
  30. 3. Activities – Statements Credits: Amodiovalerio VerdeThe smartphone is not a full substitute for other media and very few people would replace the TV or PC with it
  31. 4. Commerce
  32. 4. Commerce – Mobile Commerce Credits: Amodiovalerio VerdeOver 20% of the smartphone owners, except in France and Netherlands, has ever purchased something via smartphoneIn Italy and Spain, the frequency of mobile purchases is much higher than other countries and over 25% of the smartphone owners who purchase viaInternet on their smartphone do it with a medium or high frequency
  33. 4. Commerce – Mobile Commerce Credits: Amodiovalerio VerdeMost people still prefer to use a PC or laptop to buy onlineThe most frequent barrier to purchase is about security and in some countries like UK, France and Spain over 25% of the smartphone owners donot purchase because they don’t feel secureAnother barrier is the complexity of the purchase via the Internet
  34. 4. Commerce – Mobile Commerce Credits: Amodiovalerio VerdeThe payment method used varies greatly from country to countryCredit card/debt card is one of the widely used method although in some countries, like Germany and Italy, PayPal is the preferred oneInvoice is also wide used while prepaid cards are mainly used in ItalyNFC is not yet widely used
  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 Credits: Amodiovalerio VerdeInformation gathered with smartphone are important to inform about products and help comparing pricesIn some countries like UK, Spain, Italy and Czech Republic more than one person out of five is influenced by these informations in his purchasingdecision
  40. 5. Advertising
  41. 5. Advertising – Awareness Credits: Amodiovalerio VerdeMobile ads awareness is high in quite all countries where people notice them most of the time over 25%, except for Norway, Denmark, Spain and UKAt least 2 out of 4 notice advertising sometimesLess than 1 out of 4 never notice an ads
  42. 5. Advertising – Ad location Credits: Amodiovalerio VerdeAds are most noticed in search engines and in appsAfter noticing an ads more than 30% of the people, on average, do something
  43. 5. Advertising – Ad location Credits: Amodiovalerio Verde
  44. 5. Advertising – Actions Credits: Amodiovalerio Verde
  45. 5. Advertising – Statements Credits: Amodiovalerio VerdeMost people will not be annoyed by ads received as rewards or for freebiesLess than 15%, have used a mobile coupon to purchase a product in-store
  46. 6. About
  47. 6. AboutSource: 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_aboutCompiled on: 11-11-2011Compiled by: Amodiovalerio Verde e-mail: amodiovalerio.verde@gmail.com LinkedIn: http://www.linkedin.com/in/amodiovalerioverde about.me: http://about.me/amodiovalerio.verdeLicence: CC-BY-NCFew words from me: Much about me could be found in the links above; what you wont 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.

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