THEMOBILECONSUMERA GLOBAL SNAPSHOTFEBRUARY 2013
M obile                                                                   The Next Media Powerhouse                       ...
Device Penetration and User Demographics                                                                                  ...
How many of us use a mobile phone?                                                                                        ...
What t ypes of devices do we use?    What t ypes                                                                          ...
MALE                                                                                                                      ...
HOW MANY MOBILE DEVICES DO WE OWN?                                                                                        ...
PHONE USERS                                           PHONE USERS                                                         ...
TOP SELECTION CRITERIA FOR BUYING MOBILE DEVICES                                                                          ...
Where do we buy                                    mobile devices?                                                        ...
What do we do with OUR smartphones? 1        TEXT MESSAGING / SMS           TEXT MESSAGING / SMS                          ...
Nielsen mobile consumer report 2013
Nielsen mobile consumer report 2013
Nielsen mobile consumer report 2013
Nielsen mobile consumer report 2013
Nielsen mobile consumer report 2013
Nielsen mobile consumer report 2013
Nielsen mobile consumer report 2013
Nielsen mobile consumer report 2013
Nielsen mobile consumer report 2013
Nielsen mobile consumer report 2013
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Nielsen mobile consumer report 2013

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Via Pedro Custiodo
Nielsen just released their Mobile Consumer Report, it has some interesting facts on how much have changed lately. The most important note seems to be the reach of critical mass for mobile device ownership in many countries, although in many countries (like Russia) people even rely on more than one device to stay connected:

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Transcript of "Nielsen mobile consumer report 2013"

  1. 1. THEMOBILECONSUMERA GLOBAL SNAPSHOTFEBRUARY 2013
  2. 2. M obile The Next Media Powerhouse When the first call was placed on a handheld mobile phone in 1973, the prototype device used was capable of less than 30 minutes of battery life and took 10 hours to re-charge. Fast-forward some 40 years later and mobile device ownership has reached critical mass around the world. Today, these devices serve as the primary communications and media vehicles for many and play an increasingly important role in the daily lives of consumers in both developed and high-growth economies. To better understand today’s mobile world, we’ve selected data from the following 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 around the globe.2 The Mobile Consumer: A Global Snapshot The Mobile Consumer: A Global Snapshot 3
  3. 3. Device Penetration and User Demographics Mobile Video Smartphone owners may be the majority of mobile users in countries A clear global preference for how to view mobile video content has yet like the U.S. and U.K., but the trusty feature phone (devices with no to emerge. Mobile web and apps are the most likely choices for most touchscreen or QWERTY keypad that operate without an advanced smartphone users, with downloading video clips seeming to be a less operating system) continues to be the mobile device of choice in places popular method for most. like India, Brazil and Russia where the network infrastructure required for smartphones and next generation mobile devices has yet to appear While generally not considered a replacement for traditional TV viewing, outside of large, urban centers. In general, younger consumers around mobile video is providing consumers with more opportunities to the globe are more likely to embrace smartphone devices. It can be engage with content at any time, anywhere. The majority of smartphone expected that their interest will help drive smartphone adoption as they consumers said they don’t feel as though mobile video viewing has any age and make up a greater percentage of the consumer base. impact on their normal TV habits. The greatest impact of mobile viewing appears to be in high-growth economies. For example, roughly one-third The increased functionality smartphones offer also means increased of Chinese smartphone users surveyed online said they have increased data and bandwidth usage, which comes at a price. While consumers in their traditional TV viewing habits, while 28 percent of Indian users countries with higher smartphone ownership, like South Korea, the U.K. believe they watch less traditional TV because of mobile viewing. and the U.S. seem resigned to pay a fixed price for an unlimited or tiered data plan, consumers in countries with fewer smartphone owners and Mobile Advertising less of the 3G or 4G infrastructure in place are more likely to rely on pay- as-you-go data options or use WiFi. With the dramatic growth in mobile usage around the world, content providers and other publishers are increasingly seeking out new ways to create value for their content, and brands and advertisers are looking for more opportunities to get their messages in front of the right audience. Consumer Smartphone Habits In all countries except India, smartphone owners are most likely to Around the World receive mobile ads about once a day. Indian smartphone owners receive mobile ads less frequently, with 70 percent seeing them about once a With operating systems and device capabilities that provide consumers week or less. In general, smartphone owners in developed markets are more access to content and multimedia features, smartphones are the least likely to engage with mobile ads, while smartphone owners in transforming mobile habits in markets around the world. Games and high-growth economies are more likely to engage. social networking apps are generally the most popular across the countries selected. About this Report Mobile Shopping Nielsen’s 2013 Mobile Consumer Report pulls together findings from Mobile shopping via smartphone is still in its infancy in many countries surveys, custom and syndicated research conducted around the world around the world. Among the countries selected for this report, mobile in 2012. Data collection methodologies and geographic representations wallet or NFC usage is still gaining traction with consumers; only vary by country. Countries where data collection was conducted in the U.S. had a majority of smartphone users who use a shopping or person or on the phone include India and Turkey. For Brazil, data retail app at least once a month. But smartphone users in a variety of collection was conducted online, except for mobile and smartphone countries are using their mobile devices to browse, if not purchase, penetration figures which were collected by phone. products, conduct price comparisons and read product reviews. The following pages contain a snapshot of the differences and similarities among mobile consumers around the world and offer a glimpse of the early demographic and behavior trends associated with new mobile devices in emerging markets. Representing just some of Nielsen’s mobile capabilities, these insights provide a better understanding of both the challenges and opportunities that exist as the mobile landscape continues to evolve.4 Copyright © 2013 The Nielsen Company The Mobile Consumer: A Global Snapshot 5
  4. 4. How many of us use a mobile phone? Among Consumers Ages 16+ WHO, 86% - AUS 84% - BR TRA AZIL LIA WHAT, 89% - CH 81% - IND INA IA & WHERE? 97% - ITA 98% - R LY USS 99% - SO IA Mobile devices have reached critical mass, with a majority of UT 97% - H UN K consumers in both developed and high-growth economies now ITE OR 94% - D owning a mobile phone as of the first half of 2012. Even so, there UN K EA GDO are still notable differences in the types of mobile devices owned. ITE IN TATE D For example, in China and India—the largest of the high-growth S markets—consumers are at opposite ends of the mobile ownership M spectrum: two-thirds of Chinese mobile subscribers surveyed online S own a smartphone, compared to only 10 percent in India where feature phones are the overwhelming majority (80 percent penetration). South Korea, home to popular phone manufacturer Samsung, leads in both overall mobile ownership (99 percent) and smartphone ownership (67 percent). Among developed markets, smartphone ownership is lowest in the U.S. based on data collected during the first two quarters of 2012, but has steadily increased over the last few years, reaching 61 percent by December 2012. Brazilian and Turkish mobile subscribers are the most likely to own multimedia phones, which have similar capabilities as smartphones, but without an advanced level operating system, such as Android or iOS. AUSTRALIA AUSTRALIA BRAZIL BRAZIL CHINA CHINA INDIA INDIA ITALY RUSSIA ITALY SOUTH RUSSIA KOREA SOUTHTURKEY KOREA TURKEY UNITED KINGDOM UNITED KINGDOM UNITED STATES UNITED STATES Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012 Note: Total mobile penetration not available for Turkey.6 Copyright © 2013 The Nielsen Company The Mobile Consumer: A Global Snapshot 7
  5. 5. What t ypes of devices do we use? What t ypes SMARTPHONE of devices 53% 65% MULTIMEDIA PH do we use? 61% 9% 4% 36% SMARTPHONE 9% Smartphone FEATURE PHONE includes devices 65% 19% 66% 20% 53% MULTIMEDIA PHONE with and without 38% 31% touchscreens 10% 10% 61% 9% 4% 44% 36% 21% 30% 9% 67% 11% 11% 37% Multimedia Phone 19% 66% 20% 62% 61% 25% touchscreen and/or 9% SMARTPHONE QWERT Y keypad, but 9% FEATURE PHON 10% without an advanced 10% 23% 65% MULTIMEDIA PHONE 53% operating system 67% 11% 11% 38%80% 31% 27% 37% 61% 51% 9% 4% 62% 36% 21% 30% Feature Phones 9% no touchscreen, QWERT Y keypad, 19% 66% 20% 9% 61% AUSTRALIA or advanced BRAZIL CHINA operating system 10% 10% 9% INDIA 23% ITALY 67% 11% 11% RUSSIA SOUTH KOREA 27% 37% 51% TURKEY UNITED KINGDOM 62% UNITED STATES Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012 Reported percentages for U.S. are based on Q2 2012 data.8 Copyright © 2013 The Nielsen Company The Mobile Consumer: A Global Snapshot 9
  6. 6. MALE FEMALE AGES 16-24 AGES 25-34 FEATURE PHONE 34% AGES 35-44 AGES 45-64 SMARTPHONE 51% 33% MALE 64% 29% FEMALE 67% 19% AGES 16-24 77% 21% AGES 25-34 76% 28% AGES 35-44 69% 44% AGES 45-64 51% 38% MALE 43% 50% FEMALE 27% 37% AGES 16-24 41% 42% AGES 25-34 40% 44% AGES 35-44 37% 54%48% AGES 45-64 22% 45% Who are mobile 34% 18% MALE FEMALE AGES 16-24 57% 74% consumers? 14% 82% 19% AGES 25-34 75% 29% AGES 35-44 63% 54% 34% AGES 45-64 22% 51% 76% MALE 13% There are differences in the device penetration rates between men and 85% FEMALE 7% women among all countries, with China and Brazil showing the largest 70% AGES 16-24 14% 80% AGES 25-34 12% gender divide among smartphone owners (17 and 16 percentage points, 86% AGES 35-44 9% 87% 46% AGES 45-64 6% 44% respectively, skewing male). In general, smartphone owners globally tend to skew male (except for Australia) and feature phone owners tend 49% 25% MALE 44% 66% 29% FEMALE 57% to skew female. 20% AGES 16-24 59% 16% AGES 25-34 72% 20% AGES 35-44 70% Younger users are more likely to own a smartphone and older users are 87% 38% AGES 45-64 6% 54% more likely to own a feature phone, which makes sense since feature 49% 38% MALE 44% 55% phones are more established in the marketplace. Though there are some 54% FEMALE 31% exceptions – in Italy consumers have higher smartphone ownership 38% AGES 16-24 49% 41% AGES 25-34 43% among users ages 35-64, whereas in India feature phones have far more 64% FEATURE PHONE 53% AGES 35-44 AGES 45-64 SMARTPHONE 27% 38% penetration than smartphones across all age segments – the broader trend suggests that smartphone adoption will likely continue to rise as 59% 20% MALE 21% 68% 25% FEMALE 65% younger consumers age. 8% AGES 16-24 86% 7% AGES 25-34 86% 21% AGES 35-44 66% 64% 38% AGES 45-64 27% 49% AUSTRALIA RUSSIA 59% MALE 21% BRAZIL SOUTH KOREA 62% FEMALE 17% CHINA TURKEY 46% AGES 16-24 30% 53% AGES 25-34 24% INDIA UNITED KINGDOM 63% AGES 35-44 16% ITALY UNITED STATES 78% 38% AGES 45-64 9% 49% 26% MALE 67% 34% FEMALE 54% 19% AGES 16-24 72% 16% AGES 25-34 78% 26% AGES 35-44 65% 46% 38% AGES 45-64 44% 54% 38% 25% MALE 55% 66% 37% FEMALE 52% 21% AGES 16-24 66% 19% AGES 25-34 73% 28% AGES 35-44 64% 48% AGES 45-64 45% Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 201210 Copyright © 2013 The Nielsen Company The Mobile Consumer: A Global Snapshot 11
  7. 7. HOW MANY MOBILE DEVICES DO WE OWN? OWN MULTIPLE MOBILE PHONES OWN ONE MOBILE PHONE HOW MANY 20% 48% 36% 11% MOBILE DEVICES AUSTRALIA BRAZIL CHINA INDIA DO WE OWN? As mobile technology plays an increasingly important role in both our personal and professional lives around the world, some consumers are relying on multiple mobile devices to stay connected. More than half of Russian mobile subscribers (51 percent) own two or more mobile devices. 35% 51% 16% 7% ITALY RUSSIA SOUTH KOREA TURKEY 16% 17% UNITED KINGDOM UNITED STATES Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 201212 Copyright © 2013 The Nielsen Company The Mobile Consumer: A Global Snapshot 13
  8. 8. PHONE USERS PHONE USERS CHINA INDIA HAVE A DATA PLAN? 1 AVG MONTHLY BILL HAVE A DATA PLAN? 1 AVG MONTHLY BILL ¥ 100 499 SMART PHONE SMART PHONE How much does mobile service cost? USERS USERS 57% 77% ¥ 100 300 ALL MOBILE ALL MOBILE PHONE USERS PHONE USERS How much does ITALY RUSSIA mobile service HAVE A DATA PLAN? 1 AVG MONTHLY BILL HAVE A DATA PLAN? 1 AVG MONTHLY BILL € 22 РУБ 500 SMART PHONE SMART PHONE cost and who 43% USERS USERS 57% € 20 РУБ 400 ALL MOBILE ALL MOBILE has a data plan? PHONE USERS PHONE USERS The cost of a data plan can be a major factor when choosing both a SOUTH KOREA TURKEY mobile provider and the device itself. Smartphones, with added features HAVE A DATA PLAN? 1 AVG MONTHLY BILL HAVE A DATA PLAN? 1 AVG MONTHLY BILL and functionality, often require more data. In some countries, like India 55000 30 and Russia where the median smartphone bill is significantly higher than SMART PHONE SMART PHONE USERS USERS that of all mobile users and feature phones have a higher penetration, 89% 49% consumers are opting for more flexible, less expensive options, such as 50000 N/A ALL MOBILE ALL MOBILE “pay-as-you-go” data pricing, or taking advantage of WiFi connectivity. PHONE USERS PHONE USERS UNITED KINGDOM UNITED STATES HAVE A DATA PLAN? 1 AVG MONTHLY BILL HAVE A DATA PLAN? 1 AVG MONTHLY BILL £ 25 $ 93 SMART PHONE SMART PHONE AUSTRALIA BRAZIL USERS USERS 85% £ 20 96% $ 66 HAVE A DATA PLAN? 1 AVG MONTHLY BILL HAVE A DATA PLAN? 1 AVG MONTHLY BILL ALL MOBILE ALL MOBILE PHONE USERS PHONE USERS AUD$ 50 R$ 50 SMART PHONE SMART PHONE USERS 43% USERS 81% AUD$ 44 R$ 49 ALL MOBILE ALL MOBILE PHONE USERS PHONE USERS Do We Pre-Pay or Sign a Contract? CHINA INDIA HAVE A DATA PLAN? 1 AVG MONTHLY BILL HAVE A DATA PLAN? 1 AVG MONTHLY BILL The majority of mobile subscribers in India seemingly prefer pre-paid service to a fixed contract. ¥ 100 499 SMART PHONE SMART PHONE USERS USERS In all countries, except Russia and South Korea, mobile subscribers tend to use a pre-paid 57% 77% ¥ 100 300 service on non-smartphone devices. ALL MOBILE ALL MOBILE PHONE USERS PHONE USERS 1 Data plan percentages for all countries are based on smartphone users only. ITALY Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012 RUSSIA HAVE A DATA PLAN? 1 AVG MONTHLY BILL HAVE A DATA PLAN? 1 AVG MONTHLY BILL € 22 РУБ 50014 SMART PHONE Copyright SMART PHONE © 2013 The Nielsen Company The Mobile Consumer: A Global Snapshot 15 USERS
  9. 9. TOP SELECTION CRITERIA FOR BUYING MOBILE DEVICES AUSTRALIA CHINA ITALY SOUTH KOREA UNITED KINGDOM BRAZIL INDIA RUSSIA TURKEY UNITED STATES 14% 22% 17% 17% 14% Stylish design 23% 15% How do we 19% 16% 7% decide which 11% 21% 24% mobile device 9% 23% Good operating system 15% 13% to buy? 16% 15% 8% Consumers around the world are collectively embracing mobile devices 20% 16% and the criteria they use to determine which device to buy vary from 25% 13% country to country. Getting good value for the money spent on a device 28% matters more to consumers responsible for purchase decisions in the Good value for money 22% 20% U.S., U.K., Italy and China. Russian consumers say they care more about 21% 28% “stylish design” when deciding which mobile device to purchase, while 30% Chinese consumers are more concerned with having a wide choice of applications to use on their device. 25% 16% 13% 31% 14% Easy to use 12% 22% 25% 19% 10% 15% 15% 21% 8% 17% Wide choice of applications 15% 15% 7% 16% 2% Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 201216 Copyright © 2013 The Nielsen Company The Mobile Consumer: A Global Snapshot 17
  10. 10. Where do we buy mobile devices? What do we among those who purchased their own device do with OUR smartphones? in the past 6 months. 49% OF RUSSIAN MOBILE USERS 46% OF SOUTH KOREAN MOBILE Even with operating systems that offer consumers high-speed connections, built-in multimedia features and access to a multitude of apps, text messaging is still one of the most popular mobile activities PURCHASED THEIR DEVICE USERS PURCHASED THEIR among smartphone owners in all countries. South Korean smartphone AT A MAJOR ELECTRONICS DEVICE AT A MOBILE OPERATOR/ OR MEDIA RETAIL STORE CARRIER RETAIL STORE owners are generally the most active when using their smartphone for multimedia or commerce activities such as web browsing and online banking, and Brazilians are the heaviest users of social media on their smartphones. Among all U.S. mobile post-paid/contract users 37% 15% OF CHINESE MOBILE USERS 164.5 Average number of calls sent/received per month OF MOBILE USERS IN THE BOUGHT THEIR DEVICE U.K. PURCHASED THEIR DIRECT FROM THE MOBILE DEVICE ONLINE 644.1 MANUFACTURER. Average voice minutes used per month 764.2 Average number of text messages sent/received per month Source: Nielsen Customer Value Metrics, 2012 Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 201218 Copyright © 2013 The Nielsen Company The Mobile Consumer: A Global Snapshot 19
  11. 11. What do we do with OUR smartphones? 1 TEXT MESSAGING / SMS TEXT MESSAGING / SMS EMAIL EMAIL INSTANT MESSAGING INSTANT MESSAGING How do smartphones impact shopping? 94% 94% 86% 86% 75% 75% 55% 55% Across the board, top smartphone shopping activities include browsing products, price comparison 33% 33% 92% 92% 85% 85% 28% 28% and reading product reviews. 68% 68% 66% 66% 57% 57% 37% 37% Smartphone owners in the U.S. are the most likely to use their device for in-store price comparison, 78% 78% 84% 84% 33% 33% 58% 58% 50% 50% 67% 67% online coupons and purchasing products. 17% 17% 15% 15% 45% 45% 52% 52% 70% 70% 93% 93% 34% 34% 35% 35% 55% 55% 51% 51% 89% 89% 95% 95% MOBILE BANKING MOBILE BANKING LOCATION-BASED LOCATION-BASED SOCIAL NETWORKING SOCIAL NETWORKING STREAMING ONLINE MUSIC STREAMING ONLINE MUSIC VIDEO / MOBILE TV TV VIDEO / MOBILE SERVICES/GPS SERVICES/GPS 63% 63% 58% 58% 38% 38% 38% 38% 40% 40% 48% 48% 39% 39% 75% 75% 21% 21% 28% 28% 63% 63% 19% 19% 39% 39% 43% 43% 56% 56% 28% 28% 28% 28% 34% 34% 20% 20% 19% 19% 69% 69% 62% 62% 22% 22% 59% 59% 9% 9% 39% 39% 4% 4% 42% 42% 10% 10% 52% 52% 11% 11% 8% 8% 7% 7% 8% 8% 26% 26% 40% 40% 44% 44% 55% 55% 51% 51% 59% 59% 26% 26% 17% 17% 22% 22% 36% 36% 33% 33% 47% 47% 41% 41% 46% 46% 42% 42% 59% 59% APPLICATIONS APPLICATIONS WEB BROWSING WEB BROWSING MOBILE SHOPPING MOBILE SHOPPING BARCODE OROR QR SCANNING BARCODE QR SCANNING NFC/MOBILE WALLET NFC/MOBILE WALLET 82% 82% 62% 62% 59% 59% 60% 60% 30% 30%25% 25% 24% 24% 74% 74% 66% 66% 69% 69% 14% 14% 56% 56% 3% 3% 4% 4% 26% 26% 17% 17% 18% 18% 22% 22% 11% 11% 4% 4% 38% 38% 71% 71% 37% 37% 75% 75% 3% 3% 43% 43% 2% 2% 30% 30% 1% 1% 20% 20% 13% 13% 15% 15% 7% 7% N/A N/A 15% 15% N/A N/A 43% 43% 38% 38% 3% 3% 80% 80% 17% 17%15% 15% 12% 12% 14% 14% 11% 11% 81% 81% 37% 37% 49% 49% 68% 68% 64% 64% AUSTRALIA CHINA ITALY SOUTH KOREA UNITED KINGDOM 1 Activities performed among smartphone users within the past 30 Days BRAZIL INDIA RUSSIA TURKEY UNITED STATES Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 201220 Copyright © 2013 The Nielsen Company The Mobile Consumer: A Global Snapshot 21

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