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The World at Your Fingertips  Mobile Aspirations in 54 Countries               February 2013
Table of Contents       Who is WIN/GIA               3       Background & Methodology     4       Key Findings            ...
Who is WIN/GIA    The Worldwide Independent Network (WIN/GIA) is the largest global association of    independent market r...
Background & Methodology    Background    WIN/GIA presents, The World at Your Fingertips, a ground-breaking report    on m...
Segmentation Methods    We segmented the survey data from mobile device users (about 94% of the sample) based on    attitu...
Key Findings    • This study provides information on a massive, global scale, with survey      responses from consumers in...
Key Findings, continued    • As their name implies, Optimists (31% of mobile users globally and 776      million adults) a...
Key Findings, continued    • There are regional differences in how the segments fall out. Asia has the most      mobile Op...
Key Findings, continued    • Regardless of the mobile device or the region of the world, Optimists use      their devices ...
Global and Regional           Results10
Global Results covering 54 countries and 54,121 surveys representing Europe, Africa, Asia, Oceania and the AmericasGlobalN...
Four Global Mobile Segments Represented                                         (150 Million Adults)                      ...
Mobile Segments Overview – Daily Device Usage                                   Optimists   Enthused   Strivers   Pessimis...
My Mobile Device Enables Me To …                                   Optimists   Enthused   Strivers   Pessimists           ...
My Mobile Device …                                   Optimists   Enthused   Strivers   Pessimists                         ...
My Mobile Device Enables Me to Be a …                          Optimists                      Enthused            Strivers...
Ads Are Most Valuable When They Are …                                    Optimists       Enthused     Strivers    Pessimis...
Global Demographics Summary                                   Optimists   Enthused   Strivers   Pessimists                ...
Appendix19
Four Global Mobile Segments Summary                                                                 North     South    Wes...
Daily Device Usage Summary                                                                     North     South    Western ...
My Mobile Device Enables Me To …                                                                        North     South   ...
My Mobile Device …                                                                       North     South    Western    Eas...
Rating of Mobile Device as a Tool to Help Me Be a …                                                                  North...
Ads Are Most Valuable When They Are …                                                                       North     Sout...
Demographics Summary                                                                                  North     South    W...
Endnotes General: Mentions of Korea refer to South Korea and do not include North Korea. The Palestinian Territories inclu...
Detailed Methodology List of the 54 participating WIN/GIA Members, their fieldwork dates and the survey margin of error:  ...
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The World at your Fingertips | MWC 2013 | WIN/GIA

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The World at your Fingertips | Mobile World Congress 2013 | WIN/GIA

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in Spanish:
El Mundo a tu alcance: Aspiraciones y expectativas globales hacia lo Móvil | http://ow.ly/jddgx
in English: **ASAP**
#SocialWorld


As mobile technology moves into the grasp of ever-growing numbers of global citizens, how is this trend impacting the way we live?
From the mundane to the aspirational, what are the expectations, hopes and realized uses of mobile technology, worldwide?
To address these questions, a research study was jointly undertaken by the GSMA and WIN-GIA from October 2012 through January 2013.

Methodology
------------------

Methodology and Geographical distribution:
In total, the study was carried out in 54 countries. In each country, the most appropriate interviewing methodology was used given local conditions.
The Sample:
The total size of the sample is 54,121 cases representative of over 2.5 billion people. Sample in each country is probabilistic and was designed and weighted to represent the general adult population, although in some countries it may be restricted to urban areas.


Key Findings
-------------------
• This study provides information on a massive, global scale, with survey responses from consumers in 54 countries -- each country contributing 1,000 voices, on average. The breadth of geographic coverage is unique, as is the ability to “go local” with country-level reads on the attitudes of mobile consumers.

• This survey covers a global population of over 2.5 billion adults. Most of those surveyed use at least one of the devices we tracked (a feature phone, smartphone, tablet, or eReader). The number of mobile users featured in the research is over 2.3 billion adult users of mobile technology.

• Segments formed from the survey responses uncover four global mobility segments among mobile users, with varying degrees of positive feeling about mobile technology and the benefits of mobility in their lives, including their stance on mobile advertising. The segments are named: Optimists, Enthused, Strivers, and Pessimists.

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Transcript of "The World at your Fingertips | MWC 2013 | WIN/GIA"

  1. 1. The World at Your Fingertips Mobile Aspirations in 54 Countries February 2013
  2. 2. Table of Contents Who is WIN/GIA 3 Background & Methodology 4 Key Findings 6 Global – 54 Countries 11 Africa 19 Middle East / North Africa 27 Asia 35 Oceania 43 North America 51 South America 59 Western Europe 67 Eastern Europe 75 Appendix 832
  3. 3. Who is WIN/GIA The Worldwide Independent Network (WIN/GIA) is the largest global association of independent market research and polling firms.Founded and actively managed by Jean-Marc Leger, CEO of Leger and WIN/GIA,the network consists of 72 independent market research and polling firms, mostwhich are the largest in their respective countries. Together, WIN members:• Cover more than 90% of the World Population• Generate more than $600 million in revenue• Represent the 8th largest research organization in the world What we do The accumulated expertise of the WIN/GIA is formidable and our mission is to offer clients the Best of Both Worlds: the highest quality at the most competitive price. WIN/GIA and its Members consistently demonstrate their expert ability to conduct multi-country surveys on a comparable basis and deliver the highest quality. Our Members are leading national institutes with a profound local knowledge of research methods and techniques, statistical sources, customs, and cultural differences of their own country. Members work together on a daily basis to share knowledge, new research techniques and tools, as well as to provide the most appropriate solutions to international research projects and3 service our clients to the best of our abilities.
  4. 4. Background & Methodology Background WIN/GIA presents, The World at Your Fingertips, a ground-breaking report on mobile attitudes around the world. As mobile technology moves into the grasp of ever-growing numbers of global citizens, how is this trend impacting the way we live? From the mundane to the aspirational, what are the expectations, hopes and realized uses of mobile technology, worldwide? To address these questions, a research study was jointly undertaken by the GSMA and WIN-GIA from October 2012 through January 2013. Methodology Methodology and Geographical distribution: In total, the study was carried out in 54 countries. In each country, the most appropriate interviewing methodology was used given local conditions. The Sample: The total size of the sample is 54,121 cases representative of over 2.5 billion people. Sample in each country is probabilistic and was designed and weighted to represent the general adult population, although in some countries it may be restricted to urban areas.4
  5. 5. Segmentation Methods We segmented the survey data from mobile device users (about 94% of the sample) based on attitudes captured in the survey, mainly from a question battery designed to map to a “Mobile Maslow’s Hierarchy of Needs”. Ex. How strongly do you feel that your mobile device enables you to: Complete Accomplish Better daily daily tasks Socialize chores Learn valuable Acquire knowledge things Enjoy an Enhanced Achieve Your Quality of Life Potential We did not segment on devices or any demographic information, but the segments tend to bin out in terms of device usage. For example, Optimists are more likely to use smartphones, tablets, and eReaders and use them more each day. Optimists tend to be younger, but also have somewhat higher income levels (which makes sense given all those devices they are using). The results for four segments -- Optimists, Enthused, Strivers, and Pessimists -- are presented in the report.5
  6. 6. Key Findings • This study provides information on a massive, global scale, with survey responses from consumers in 54 countries -- each country contributing 1,000 voices, on average. The breadth of geographic coverage is unique, as is the ability to “go local” with country-level reads on the attitudes of mobile consumers. • This survey covers a global population of over 2.5 billion adults. Most of those surveyed use at least one of the devices we tracked (a feature phone, smartphone, tablet, or eReader). The number of mobile users featured in the research is over 2.3 billion adult users of mobile technology. • Segments formed from the survey responses uncover four global mobility segments among mobile users, with varying degrees of positive feeling about mobile technology and the benefits of mobility in their lives, including their stance on mobile advertising. The segments are named: Optimists, Enthused, Strivers, and Pessimists.6
  7. 7. Key Findings, continued • As their name implies, Optimists (31% of mobile users globally and 776 million adults) are getting the most out of their mobile devices which help them achieve their potential both at work and in life. Optimists are the consumers who are most open to mobility, m-commerce, and mobile advertising. They feel a stronger connection between the capabilities of their device and how good their life is. • In contrast the Pessimists (9% of mobile users globally, 225 million adults) are getting the least from their devices. Aside from using their devices to socialize and complete daily tasks (to a lesser degree than other segments), they do not link their mobile device to their success in life. This segment is the least open to mobile advertising. The good news: the mobile Optimists far outnumber Pessimists. • Two other segments complete the group: Enthused are positive about mobility in their lives, but not to the “all-in” degree of Optimists. Strivers resemble the Enthused, but are less likely to use their mobile device to learn and acquire knowledge. In the sense that advertising is a form of information that leads to knowledge, Strivers, in general, are more closed off to ads, even ads that map to their interests.7
  8. 8. Key Findings, continued • There are regional differences in how the segments fall out. Asia has the most mobile Optimists (41%), followed by South America (36%) and Africa (35%), while Western Europe has the greatest number of mobile Pessimists (30%). • Lebanon, China, Saudi Arabia, the Philippines, Kenya, Brazil, and Mozambique top the charts with Optimists, ranging from a high of 73% in Lebanon to 46% in Mozambique. Many Western European countries lead the ranks of the Pessimists: the 8 most pessimistic countries include Armenia, the UK, France, Germany, Spain, Japan, Switzerland, and Belgium. (Country level results available on request.) • Western European, North American, and Oceanic consumers using feature phones are using them less per day than their counterparts in other regions. The same depressed usage pattern holds for smartphone use as well in those regions. • Consumers in Western Europe and Oceania are least likely to feel that their mobile device enhances their quality of life or that more capabilities on their mobile device directly affects how good their life is. • Western European consumers are least likely to feel their mobile device helps them be more informed or smarter shoppers. While about one fifth of the Western Europeans think ads on the mobile are useful if they save them money, more than half find them “not valuable”.8
  9. 9. Key Findings, continued • Regardless of the mobile device or the region of the world, Optimists use their devices more every day compared to the other three segments, and especially compared to Pessimists. In most cases, device usage for Optimists is nearly double that of Pessimists. • Optimists are much more likely to say their primary mobile device is a tool that enables them to be more informed and smarter shoppers. Often, the device is not just “important” but a “critical” tool in helping them navigate the world of commerce. • More than half of all Optimists are open-minded about ads on their mobile device and consider them most valuable when they are personally relevant to their interests. Targeting ads to Optimists is not just possible, but also, from their perspective, desirable and useful.9
  10. 10. Global and Regional Results10
  11. 11. Global Results covering 54 countries and 54,121 surveys representing Europe, Africa, Asia, Oceania and the AmericasGlobalN=54,121 / N=51,036 Mobile Users2,502 Million Adults 11
  12. 12. Four Global Mobile Segments Represented (150 Million Adults) No (225 Million Adults) Device 6% Pessimists 9% Optimists (776 Million Adults) 31% Lifelong learners (400 Million Adults) Social -Task-Oriented Strivers achieving their 16% potential Enthused 38%GlobalN=54,121 / N=51,036 Mobile Users2,502 Million Adults (951 Million Adults)12 Social learners
  13. 13. Mobile Segments Overview – Daily Device Usage Optimists Enthused Strivers Pessimists 31% 38% 16% 9% 53% 59% 73% 83% Feature Phone 49 min. 48 min. 35 min. 24 min. 64% 54% 37% 19% Smartphone 86 min. 70 min. 54 min. 46 min. 36% 26% 17% 10% Tablet 83 min. 65 min. 54 min. 44 min. 19% 10% 9% 8% eReader 57 min. 51 min. 53 min. 39 min. Used for Work 89% 77% 59% 37%GlobalN=54,121 / N=51,036 Mobile Users2,502 Million Adults 13
  14. 14. My Mobile Device Enables Me To … Optimists Enthused Strivers Pessimists 31% 38% 16% 9% Complete Daily Chores 89% 46% 48% 8% Better Socialize 92% 61% 61% 28% Learn Valuable Things 91% 45% 18% 3% Acquire Knowledge 93% 53% 27% 5% Achieve My Potential at Work 88% 40% 28% 3% Achieve My Potential in Life 88% 29% 14% 2%GlobalN=54,121 / N=51,036 Mobile Users2,502 Million Adults14
  15. 15. My Mobile Device … Optimists Enthused Strivers Pessimists 31% 38% 16% 9% Is Important to Accomplishing 99% 91% 65% 28% Daily Tasks (% Important) Enhances My Quality of Life 91% 52% 22% 7% (% Significantly enhances) More Capabilities on the Device Affects How Good My Life 87% 54% 11% 6% Is (% Agree)GlobalN=54,121 / N=51,036 Mobile Users2,502 Million Adults15
  16. 16. My Mobile Device Enables Me to Be a … Optimists Enthused Strivers Pessimists 31% 38% 16% 9% 1% 2% 5% 8% 5% 0% 4% 0% 4% 13% 17% 22% More Informed Shopper 72% 80% 83% 86% 1% 2% 6% 4% 0% 4% 10% 0% 4% 11% 21% 13% Smarter Shopper 72% 81% 85% 85% Critical Important Unimportant Don’t KnowGlobalN=54,121 / N=51,036 Mobile Users2,502 Million Adults16
  17. 17. Ads Are Most Valuable When They Are … Optimists Enthused Strivers Pessimists 31% 38% 16% 9% Relevant to my 53% 31% 17% 7% interests Relevant to my 20% 16% 4% 2% current location Save me money 18% 27% 18% 14% Not valuable to me 8% 22% 55% 69% Not sure 2% 4% 6% 7%GlobalN=54,121 / N=51,036 Mobile Users2,502 Million Adults17
  18. 18. Global Demographics Summary Optimists Enthused Strivers Pessimists 31% 38% 16% 9% Female 48% 49% 51% 55% Age 37.5 39.3 44.2 48.4 (Mean years) Income - Low 10% 11% 17% 23% (Bottom quintile/20%) Education - Higher Level 55% 59% 48% 40% (Undergraduate and above) Urban 74% 79% 76% 79% Employment 75% 67% 59% 51% (Working full or part-time)GlobalN=54,121 / N=51,036 Mobile Users2,502 Million Adults18
  19. 19. Appendix19
  20. 20. Four Global Mobile Segments Summary North South Western Eastern Global Africa MENA Asia Oceania America America Europe Europe N=54,121 N=3,639 N=8,574 N=9,383 N=1,698 N=2,007 N=4,323 N=12,918 N=11,579Optimists 31% 35% 29% 41% 13% 15% 36% 11% 23%Enthused 38% 36% 23% 46% 28% 38% 33% 25% 32%Strivers 16% 12% 16% 8% 26% 30% 14% 26% 26%Pessimists 9% 5% 9% 4% 21% 11% 8% 30% 13%No Device 6% 12% 23% 1% 12% 6% 8% 8% 5%20
  21. 21. Daily Device Usage Summary North South Western Eastern Global Africa MENA Asia Oceania America America Europe Europe N=54,121 N=3,639 N=8,574 N=9,383 N=1,698 N=2,007 N=4,323 N=12,918 N=11,579Feature 58% 56% 65% 54% 33% 50% 76% 59% 82%Phone 42 min. 62 min. 51 min. 46 min. 26 min. 28 min. 55 min. 24 min. 41 min. 48% 38% 18% 57% 63% 59% 35% 38% 32%Smartphone 74 min. 96 min. 79 min. 80 min. 57 min. 61 min. 83 min. 55 min. 63 min. 24% 8% 9% 26% 32% 38% 21% 21% 15%Tablet 71 min. 78 min. 80 min. 78 min. 56 min. 59 min. 78 min. 56 min. 80 min. 12% 2% 4% 12% 16% 22% 4% 7% 15%eReader 54 min. 77 min. 53 min. 53 min. 38 min. 49 min. 63 min. 49 min. 68 min Used for Work 74% 78% 59% 84% 61% 57% 84% 49% 81%21
  22. 22. My Mobile Device Enables Me To … North South Western Eastern Global Africa MENA Asia Oceania America America Europe Europe N=54,121 N=3,639 N=8,574 N=9,383 N=1,698 N=2,007 N=4,323 N=12,918 N=11,579Complete Daily 56% 52% 66% 62% 38% 48% 65% 35% 59%ChoresBetter Socialize 68% 76% 60% 72% 55% 62% 74% 51% 75%Learn Valuable 51% 57% 48% 60% 40% 44% 54% 32% 37%ThingsAcquire 57% 58% 55% 65% 50% 53% 62% 35% 40%KnowledgeAchieve My 50% 47% 51% 61% 23% 33% 59% 22% 45%Potential at WorkAchieve My 43% 46% 49% 53% 25% 27% 40% 22% 38%Potential in Life22
  23. 23. My Mobile Device … North South Western Eastern Global Africa MENA Asia Oceania America America Europe Europe N=54,121 N=3,639 N=8,574 N=9,383 N=1,698 N=2,007 N=4,323 N=12,918 N=11,579Is Important toAccomplishing 83% 87% 86% 94% 61% 67% 85% 55% 80%Daily Tasks(% Important)Enhances MyQuality of Life 55% 64% 53% 66% 26% 40% 61% 29% 50%(% Significantlyenhances)MoreCapabilities onthe Device 53% 61% 53% 69% 19% 28% 58% 23% 37%Affects HowGood My Life Is(% Agree)23
  24. 24. Rating of Mobile Device as a Tool to Help Me Be a … North South Western Eastern Global Africa MENA Asia Oceania America America Europe Europe N=54,121 N=3,639 N=8,574 N=9,383 N=1,698 N=2,007 N=4,323 N=12,918 N=11,579 More Informed ShopperCritical 9% 9% 14% 9% 5% 7% 19% 3% 7%Important 62% 65% 53% 75% 43% 50% 58% 37% 50%Unimportant 27% 22% 28% 15% 49% 40% 22% 57% 38%Don’t Know 2% 4% 5% 1% 4% 2% 2% 3% 5% Smarter ShopperCritical 9% 8% 13% 9% 5% 7% 18% 3% 5%Important 59% 60% 42% 72% 40% 50% 58% 33% 47%Unimportant 30% 27% 40% 18% 50% 41% 23% 60% 41%Don’t Know 2% 5% 6% 1% 4% 3% 2% 4% 6%24
  25. 25. Ads Are Most Valuable When They Are … North South Western Eastern Global Africa MENA Asia Oceania America America Europe Europe N=54,121 N=3,639 N=8,574 N=9,383 N=1,698 N=2,007 N=4,323 N=12,918 N=11,579Relevant to my 33% 42% 29% 44% 10% 19% 38% 11% 21%interestsRelevant to my 14% 20% 14% 18% 8% 9% 12% 7% 6%current locationSave me money 21% 19% 14% 19% 21% 27% 25% 21% 23%Not valuable to 28% 13% 34% 16% 55% 39% 22% 56% 43%meNot sure 4% 6% 8% 2% 6% 5% 3% 5% 7%25
  26. 26. Demographics Summary North South Western Eastern Global Africa MENA Asia Oceania America America Europe Europe N=54,121 N=3,639 N=8,574 N=9,383 N=1,698 N=2,007 N=4,323 N=12,918 N=11,579Female 50% 49% 47% 49% 50% 54% 49% 51% 52%Age 41.2 36.7 36.9 40.2 43.3 44.6 35.7 45.8 41.7(Mean years)Income - Low 14% 27% 26% 5% 13% 25% 19% 16% 18%(Bottom quintile/20%)Education -Higher Level 52% 27% 29% 65% 54% 54% 30% 36% 49%(Undergraduate and above)Urban 76% 86% 61% 75% 85% 67% 97% 83% 85%Employment 65% 60% 52% 71% 62% 58% 66% 55% 70%(Working full or part-time) 26
  27. 27. Endnotes General: Mentions of Korea refer to South Korea and do not include North Korea. The Palestinian Territories include the West Bank and the Gaza Strip. General: Regional data is based on the 54 surveyed countries split into their respective regions. Copyright © 2013 Worldwide Independent Network (WIN)/Gallup International Association (GIA). All rights reserved. WIN/GIA and Worldwide Independent Network (WIN)/Gallup International Association (GIA) logo are trademarks or registered trademarks27
  28. 28. Detailed Methodology List of the 54 participating WIN/GIA Members, their fieldwork dates and the survey margin of error: Fieldwork Margin Fieldwork Margin Country Firm Country Firm dates of error dates of errorAFGHANISTAN ACSOR-Surveys Nov. 23 – Dec. 6 2.72% KENYA Infinite Insight Ltd. Nov. 30 – Dec. 5 3.48%ARGENTINA IBOPE Inteligência Nov. 12 – 30 3.48% KOREA Gallup Korea Nov. 15 – Dec. 6 2.84%ARMENIA MPG LLC Jan. 5 – Feb. 16 3.37% LEBANON Reach Oct. 30 – Nov. 30 3.48%AUSTRALIA Colmar Brunton Nov. 26 – Dec. 2 2.67% MACEDONIA BRIMA Nov. 2012 3.16%AUSTRIA Österreichisches Gallup Institut Nov. 2012 3.45% MALAYSIA TNS Malaysia Nov. 12 – Dec. 5 4.93%AZERBAIJAN SIAR Research and Consulting Group Nov. 15 – Dec. 12 3.46% MOROCCO BJ Group Oct. 31 – Dec. 7 3.48%BELGIUM iVOX bvba Nov 12 -to Dec.10 3.48% MOZAMBIQUE GSC Research Nov. 12 – 24 3.35%BOSNIA Mareco Index Bosnia Nov. 12 – Dec. 3 3.48% PAKISTAN Gallup Pakistan Nov. 10 – 24 2.20%BRAZIL IBOPE Inteligência Nov. 8 – 12 3.48% PALESTINE Palestinian Center for Public Opinion Nov. 24 – Dec. 5 5.16%BULGARIA BBSS Nov. 30 – Dec. 6 3.45% PERU DATUM Internacional Nov. 1 – 7 3.15%CAMEROON TNS RMS June 11 3.38% PHILIPPINES PSRC Nov. 16 – 27 3.48%CANADA Leger Nov. 9 – 15 3.47% POLAND MARECO POLSKA Nov. 25 – 30 3.40%CHINA CRC Research Dec. 3 – 12 4.93% PORTUGAL Marktest – Marketing, Organização, Nov. 12 – 30 3.48%COLOMBIA Centro Nacional de Consultoría Nov. 21 – Dec. 11 4.48% ROMANIA TNS CSOP Nov. 24 – Dec. 3 3.25%CZECH REPUBLIC MARECO Ltd. Praha Nov. 8 – 26 3.47% RUSSIA Romir Nov. 23 – 30 3.48%ECUADOR CEDATOS Nov. 30 – Dec. 10 4.92% SAUDI ARABIA PARC (Pan Arab Research Center) Nov. 10 – Dec. 5 4.48%FINLAND Taloustutkimus Oy Nov. 19 - Dec. 12 3.46% SERBIA TNS Medium Gallup Nov. 19 – 30 3.47%FRANCE BVA Sep. 28 – Oct. 18 3.48% SINGAPORE Joshua Research Consultants Nov. 1 – 30 3.47%GEORGIA GORBI Nov. 12 – Dec. 7 3.47% SOUTH AFRICA TRS (Topline Research Solutions) Nov. 1 – 30 4.93%GERMANY Produkt + Markt Nov. 14 – 20 3.48% SPAIN Instituto DYM Nov. 15 – Dec. 4 3.46%HONG KONG CSG Nov. 5 – 30 4.93% SWEDEN CMA Research Nov. 8 – 14 3.47%ICELAND Capacent Gallup Nov. 14 – 21 3.79% SWITZERLAND ISOPUBLIC Ltd Dec. 3 - 5 3.47%INDIA DataPrompt International Jan. 12 – 17 4.06% TUNISIA EMRHOD Nov. 23 – Dec. 7 3.48%IRAQ IIACSS End of Nov. 3.48% TURKEY Barem Pazar Araştırma Nov. 26 – Dec. 7 3.43%IRELAND Red C Research and Marketing Nov. 9 – 25 3.47% UK ORB International January 2013 3.35%ITALY DOXA S.P.A. Nov. 16 – 30 3.47% UKRAINE Romir Ukraine Nov. 16 – Dec. 4 3.46%JAPAN NRC Oct. 31 – Nov. 12 3.48% USA Leger USA Nov. 9 – 15 3.48%28

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