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Nielsen mobile consumer report 2013
 

Nielsen mobile consumer report 2013

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Via Pedro Custiodo ...

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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    Nielsen mobile consumer report 2013 Nielsen mobile consumer report 2013 Document Transcript

    • THEMOBILECONSUMERA GLOBAL SNAPSHOTFEBRUARY 2013
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • WhICH APPS DO WE USe? 1 GAMES SOCIAL NETWORKING VIDEO/MOVIES 85% 61% 53% 65% 50% 68% 67% 19% 54% 58% 49% 24% 32% 70% 49% 60% 14% 56% Which apps 39% 29% 36% 29% 61% 49% 22% 52% 47% 42% 60% 53% do we use? NEWS MAPS/NAVIGATION/SEARCH WEATHER Apps continue to increase in popularity. Chinese and American 84% smartphone owners are the heaviest app users overall, with games being 38% 45% 48% 46% 25% the most used type of app in more than half of the selected countries 38% 45% 45% 51% 43% 37% (China, Australia, Italy and Brazil). Social networking app usage is strongest in the U.S., with 85 percent of American smartphone owners 10% 5% 63% 62% 55% 9% as regular users. Smartphone owners in India and Turkey are the least likely to regularly use all categories of apps, but the most popular tend 13% 14% 10% 54% 61% 62% to be more entertainment driven, like social networking and games. 39% 33% 39% 52% 46% 48% AUSTRALIA RUSSIA BANKING/FINANCE SHOPPING/RETAIL PRODUCTIVITY BRAZIL SOUTH KOREA TURKEY 74% CHINA 53% 53% INDIA UNITED KINGDOM 32% 21% 14% ITALY UNITED STATES 36% 26% 24% 26% 28% 14% 6% 48% 4% 44% 1% 40% 14% 11% 11% 11% 47% 40% 17% 18% 17% 14% 31% 53% WONDERING ABOUT MOBILE WEB USAGE? Facebook, Google, YouTube, Twitter and eBay consistently rank in the top 10 sites among mobile web users around the world. 1 Types of apps used regularly among smartphone app users Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012, US Nielsen Smartphone Analytics22 Copyright © 2013 The Nielsen Company The Mobile Consumer: A Global Snapshot 23
    • How do we watch mobile video? OTHER MOBILE WEB APPLICATIONS DOWNLOAD CLIPS OTHER AUSTRALIA 60% 46% 37% 7% How do we BRAZIL 64% 49% 38% 3% watch mobile 22 22 22 22 video? CHINA 74% MINUTES 39 SECONDS per visitor 55% MINUTES 39 SECONDS per visitor 39% MINUTES 39 SECONDS per visitor 2% MINUTES 39 SECONDS per visitor Smartphones are a popular device for watching video, despite the smaller screen size. In most countries, mobile web is the most popular INDIA 60% 33% 57% 2% means of accessing mobile video, while smartphone owners in the U.K. and South Korea are more likely to watch mobile video using an app. In the U.S., smartphone owners are equally likely to watch video via mobile internet and apps (72 percent), and Indian smartphone owners are the ITALY 68% 50% 30% 3% most likely to view downloaded video clips (57 percent). SOUTH KOREA 22 46% MINUTES 22 52% MINUTES 22 19% MINUTES 22 5% MINUTES 39 SECONDS 39 SECONDS 39 SECONDS 39 SECONDS per visitor per visitor per visitor per visitor RUSSIA 22 60% MINUTES 22 35% MINUTES 22 35% MINUTES 22 9% MINUTES 39 SECONDS 39 SECONDS 39 SECONDS 39 SECONDS per visitor per visitor per visitor per visitor UNITED KINGDOM 55% 59% 23% 5% UNITED STATES 72% 72% 42% 1% Source: Nielsen Smartphone Insights, first half of 2012; Nielsen Mobile Video Report24 Copyright © 2013 The Nielsen Company The Mobile Consumer: A Global Snapshot 25
    • FREQUENCY OF ACCESING MOBILE VIDEO among all mobile users who have watched video on their phone in the past 30 days >3 TIMES/DAY 2-3 TIMES/DAY ONCE/DAY SEVERAL TIMES/WEEK ONCE/WEEK < ONCE/WEEK 7% 7% 15% 17% 8% 6% 22% How often 33% 18% AUSTRALIA 18% BRAZIL CHINA 20% do we watch 18% 12% 34% mobile video on 14% 20% 17% 16% smartphones? 2% 1% 8% 4% Chinese smartphone owners are the heaviest users of mobile video, as 11% 18% 7% 7% 17 percent access more than three times a day. Mobile video viewing is 34% 34% fairly infrequent among the developed markets, as a third of smartphone 15% 12% users in the U.K., Australia and Italy access less than once a week. INDIA ITALY SOUTH American smartphone owners are the exception, leading all countries in 14% KOREA daily mobile video usage (31 percent use at least once per day). 33% 11% 28% 18% 42% 6% 5% 2% 2% 7% 6% 9% 16% 11% 33% 16% 42% UNITED UNITED RUSSIA KINGDOM STATES 31% 22% 16% 21% 42% 13% Source: Nielsen Smartphone Insights, first half of 2012; and Nielsen Mobile Video Report26 Copyright © 2013 The Nielsen Company The Mobile Consumer: A Global Snapshot 27
    • Impact of Mobile Video on Television Viewing TRADITIONAL TV VIEWING INCREASED TRADITIONAL TV VIEWING STAYED THE SAME TRADITIONAL TV VIEWING DECREASED 13% 15% 22% 23% 7% 26% 32% HOW DOES AUSTRALIA BRAZIL CHINA watching MOBILE VIDEO IMPACT 72% 52% 46% TV VIEWING? 16% 16% 15% While mobile video viewing is not considered a replacement for other 25% 21% 28% TV viewing, it does provide consumers around the world with more opportunities to view content, regardless of their location. The majority of smartphone owners surveyed in all selected countries say their INDIA ITALY SOUTH viewing habits have been unaffected by mobile video usage and they KOREA still watch the same amount of traditional TV. Smartphone owners in high-growth economies reported the most drastic impact: nearly a third of Chinese smartphone owners surveyed say they now watch more 47% 68% 65% traditional TV, while 28 percent of smartphone users in India say they felt their traditional TV viewing decreased. 7% 5% 9% 8% 11% 19% UNITED UNITED RUSSIA KINGDOM STATES 82% 76% 83% Source: Nielsen Smartphone Insights, first half of 2012; and Nielsen Mobile Video Report, US data source is the Connected Device Report, 2012.28 Copyright © 2013 The Nielsen Company The Mobile Consumer: A Global Snapshot 29
    • WHAT T YPE TEXT MESSAGE/SMS STREAMING ONLINE MUSIC/RADIO OF MOBILE 17% 15% 38% 26% 8% 19% ADVERTISING DO 13% 8% 27% SMARTPHONE 22% 28% 6% 7% USERS RECEIVE? 27% 18% 14% 9% 8% 22% 34% With the dramatic growth in mobile usage around the world, content providers and publishers are increasingly seeking out new ways to create value for their content, and brands and advertisers are looking for ONLINE GAMES LOCATION-BASED more opportunities to get their messages in front of the right audience. SERVICES/GPS Smartphone owners in India and Turkey are the least likely to receive or see any ads on their device. With the exception of the U.S., in developed 25% 18% markets, smartphone owners are most likely to receive mobile ads via 10% 7% 28% 17% apps. Russian smartphone owners are the most likely to use their phone 12% 6% for texting (95 percent), so it’s no surprise that text messages are the most common method for receiving mobile ads. Chinese smartphone 8% 32% 2% 19% owners say they receive the most mobile ads, topping all countries in ads received via online games, mobile video/TV, streaming radio and 8% 3% location-based services. 25% 17% 17% 14% 10% 9% AUSTRALIA RUSSIA BRAZIL SOUTH KOREA CHINA TURKEY INDIA UNITED KINGDOM ITALY UNITED STATES WATCHING VIDEO/ DID NOT SEE ADVERTISING MOBILE TV WHILE USING PHONE APPLICATIONS MOBILE INTERNET 51% 24% 30% 27% 25% 17% 9% 53% N/A 32% 36% 19% 20% 27% 19% 11% NO 16% 30% 68% 7% 38% 9% 35% 6% ADS 6% 4% 13% 18% 19% 47% 45% 12% 7% 67% 19% 22% 20% 35% 32% 48% Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 201230 Copyright © 2013 The Nielsen Company The Mobile Consumer: A Global Snapshot 31
    • How often do we receive mobile ads on our phones? AMONG smartphone owners who have received ads AT LEAST ONCE A DAY WEEKLY MONTHLY LESS THAN ONCE PER MONTH AUSTRALIA 57% 25% 8% 9% BRAZIL 62% 26% 5% 7% HOW OFTEN CHINA DO WE RECIEVE 65% 26% 5% 4% MOBILE ADS ON INDIA 30% 39% 15% 16% OUR PHONES? ITALY In all countries except India, smartphone owners are most likely to 53% 25% 8% 13% receive mobile ads about once a day. Indian smartphone owners receive mobile ads less frequently, with 39 percent seeing them about SOUTH KOREA once a week. 78% 16% 4% 1% RUSSIA 55% 27% 10% 8% TURKEY 74% 16% 6% 4% UNITED KINGDOM 58% 29% 8% 4% UNITED STATES 57% 24% 10% 8% Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 201232 Copyright © 2013 The Nielsen Company The Mobile Consumer: A Global Snapshot 33
    • HOW DO FEELINGS ABOUT MOBILE ADVERTISING SMARTPHONE AUSTRALIA ITALY SOUTH KOREA UNITED KINGDOM USERS FEEL CHINA BRAZIL INDIA RUSSIA TURKEY UNITED STATES ABOUT MOBILE 17% 38% 43% ADVERTISING? I am more likely to click on 54% 29% ads that are simple text ads 25% 18% 35% 18% 20% In general, smartphone owners in developed markets are the least likely to engage with mobile ads, while smartphone owners in high- 15% growth economies are more likely. For instance, Indian smartphone 41% 38% owners are among the least likely to receive ads on their smartphone, I am more likely to click 52% 24% but don’t seem to mind the ones they do see and are the most likely on ads that incorporate 27% multimedia elements 24% among smartphone users in all countries to engage with ads. Indian 33% 15% smartphone owners are also more likely to be comfortable providing 21% some kind of personal information if it means being served an ad that 13% is more tailored to them and their interests. 31% I am OK with providing personal 31% 52% information in order to receive 24% custom advertisement which 23% 23% match my interests 28% 14% N/A Ad Clickers 53 percent of Chinese smartphone owners say “sometimes” 38% 50% they click on mobile ads they’ve viewed. An additional 4 percent say 47% I am OK with advertising if it means 54% they “always look at the ad and sometimes click on it”. 39% that I can access content for free 50% 35% 34% 39% 50% Ad Intrigued 36 percent of Russian smartphone owners looked 24% 44% online for more information on an advertised product. 39% I am OK with ads which contain 53% geographically relevant information 35% 39% based on where I am at a given time 26% AD TOLERANT 37% 26% N/A Smartphone owners in India are the least likely to be annoyed with mobile ads. 33% 54% I am more likely to click on an ad 45% 54% Source: Nielsen Smartphone Insights, first half of 2012 31% that does not take me outside of the 34% application to another website 18% 36% 30% 36% Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 201234 Copyright © 2013 The Nielsen Company The Mobile Consumer: A Global Snapshot 35
    • METHODOLOGIES Italy Online interviews conducted nationally. Respondents were between the ages of 16 and 64. The incidence module interviewed a total of 1,062 Global Smartphone Insights random contacts. Detailed interviews were completed with 1,632 mobile Methodology users, 1,026 of which were smartphone users and 606 of which were non-smartphone users. Interviews were conducted during March 2012. Australia Online interviews conducted nationally. Respondents were between the South Korea ages of 16 and 64. The incidence module interviewed a total of 1,158 Online interviews conducted nationally. Respondents were between the random contacts. Detailed interviews were completed with 1,682 mobile ages of 16 and 64. The incidence module interviewed a total of 1,041 users, 1,063 of which were smartphone users and 619 of which were random contacts. Detailed interviews were completed with 1,765 mobile non-smartphone users. Interviews were conducted during February 2012. users, 1,145 of which were smartphone users and 620 of which were non- smartphone users. Interviews were conducted during February 2012. Brazil The incidence module was conducted over the phone while the detailed Russia module was conducted online nationally. Respondents were between Online interviews conducted in 12 major metros. Respondents were the ages of 16 and 64. The incidence module interviewed a total of 986 between the ages of 16 and 64. The incidence module interviewed a random contacts. Detailed interviews were completed with 1,603 mobile total of 1,039 mobile users to determine the type of primary handset users, 748 of which were smartphone users and 855 of which were non- used. Detailed interviews were completed with 1,645 mobile users, 912 smartphone users. Interviews were conducted during April-May 2012. of which were smartphone users and 733 of which were non-smartphone users. Interviews were conducted during March-April 2012. Due to the online-only methodology in Russia, which excludes a large portion of China Russia’s rural population, smartphone penetration may skew high. Online interviews conducted in urban areas. Sample was sourced from the following cities: Shanghai, Nanjing, Hangzhou, Guangzhou, Shenzhen, Nanning, Beijing, Tianjin, Shijiazhuang, Chongqing, Turkey Chengdu, Kunming, Zhengzhou, Wuhan, Changsha, Shenyang, Face-to-face interviews conducted in large and medium metros. Changchun, Haerbin, Xian, Lanzhou, Xining. Respondents were between Respondents were between the ages of 16 and 64. The incidence the ages of 16 and 64. The incidence module interviewed a total of 1,210 module interviewed a total of 4,042 random contacts. Detailed random contacts. Detailed interviews were completed with 2,477 mobile interviews were completed with smartphone users only. The sample users, 1,639 of which were smartphone users and 838 of which were achieved was 776 Smartphone users. Interviews were conducted during non-smartphone users. Interviews were conducted during February 2012. April-May 2012. Due to the online-only methodology in China, which excludes a large portion of China’s rural population, smartphone penetration may skew high. U.K. Online interviews conducted nationally. Respondents were between the ages of 16 and 64. The incidence module interviewed a total of 1,025 India random contacts. Detailed interviews were completed with 1,607 mobile Face-to-face interviews conducted in 8 Indian cities (Mumbai, Delhi, users, 995 of which were smartphone users and 612 of which were non- Kolkata, Bangalore, Hyderabad, Ahmedabad, Pune, Lucknow). smartphone users. Interviews were conducted during March 2012. Respondents were between the ages of 16 and 64. The incidence module interviewed a total of 3,203 random contacts. The detail module of mobile users only interviewed a total of 3,067 mobile users, 1,593 of which were smartphone users and 1,474 of which were non-smartphone users. Interviews were conducted during March-April 2012.36 Copyright © 2013 The Nielsen Company The Mobile Consumer: A Global Snapshot 37
    • ADDITIONAL Methodology Nielsen Mobile Insights Online interviews conducted nationally among U.S. mobile users. Respondents were aged 13+. The incidence module interviewed a total of 84,565 random contacts. Detailed interviews were completed with 76,204 mobile users, 54,585 of which were able to identify their mobile phone. 28,103 respondents were smartphone users and 26,482 were non-smartphone users. Interviews were conducted during April-June 2012. Nielsen Mobile Video Report Online survey of 5,719 mobile users that had accessed video on their mobile phone in the past 30 days. The survey is conducted nationally and respondents are re-contacted based on the Mobile Insights syndicated survey. Interviews were conducted during April-June 2012. Nielsen Customer Value Metrics: A bill-scraping platform that measures actual mobile charges and usage by passively collecting information from online bills. The sample consists of 30,000+ opt-in panelists and 65,000+ line-level bills each month using advanced e-bill scraping technology. The sample consists of postpaid, non-corporate liable consumers that belong to the top 4 carriers (AT&T, Verizon, Sprint and T-Mobile). Nielsen Customer Value Metrics data cited in this publication was collected during April-June 2012. About Nielsen Nielsen Holdings N.V. (NYSE: NLSN) is a global information and Nielsen Smartphone Analytics measurement company with leading market positions in marketing Nielsen’s on-device software is installed with permission on panelist and consumer information, television and other media measurement, Android and iOS smartphones. Mobile app and web usage are online intelligence, mobile measurement, trade shows and related electronically measured through this fully opted-in panel. There are properties. Nielsen has a presence in approximately 100 countries, with ~5,000 panelists ages 18+ that participate in the panel nationally. headquarters in New York, USA and Diemen, the Netherlands. Nielsen Smartphone Analytics data cited in this publication was collected in June 2012. For more information, visit www.nielsen.com. Copyright © 2013 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 13/599338 Copyright © 2013 The Nielsen Company The Mobile Consumer: A Global Snapshot 39
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