Mobile Life analizza motivazioni e comportamenti di 38.000 individui in 43 Paesi nel mondo, per individuare priorità ed insight di crescita per la marche.

1. Mobile Life 2013 | An introduction to the study
©TNS

2. Contents
1
The Mobile Life Proposition 03
22
Market coverage 14
3
Some insights from 2013 17
4
Offer, Deliverables & Costs 29
©TNS 2

3. The Mobile Life Proposition
1
©TNS 3

4. The mobile phone has permeated every aspect of our reality. It’s always
with us, always on. It’s become essential for our lives
©TNS 4

5. The mobile is a personal device. We make our phone our own and develop
our unique mobile circle of trust
©TNS 5

6. If a brand is invited into in this mobile circle of trust, huge benefits
are available
©TNS 6

7. The mobile is also impacting the path to purchase, giving consumers greater
power and revolutionizing the in-store experience
©TNS 7

8. Many marketers are already beginning to realise the impact that mobile has
in delivering better communications with consumers
“We have seen how you can use mobile mechanics to empower our above the line media...
“Mobile: the enabler of our comms model”
Mobile has helped turn brand advertising
into brand experiences
“We have seen how you can use mobile mechanics to empower our above the line media...
...and can actually be a true story-telling device and channel”
©TNS 8
Jay Altschuler
Unilever’s director of global media innovation
Speaking at IAB Mobile Engage in London, May 2012
In one year, Unilever has created 13 mobile
iAds across 11 brands in six countries

9. Mobile has become an integral part of consumers’ lives and a necessary tool for businesses’
communication, media and advertising strategies. TNS recognizes these developments and
strives to provides valuable insights into the category at both a global and local level through
Mobile Life
Study Positioning
Mobile Life is a strategic tool to inform marketing and communication decisions, partnership
investments, and aid with product development – it assists in:
- Understanding the role of Mobile in consumers’ lives – what Mobile functionalities and services are
demanded to meet the changing needs and behaviors of today
- Examining the evolving device ecosystem – how are consumers using desktops, laptops,
smartphone and tablets together; and what is the future of each of these categories
- Providing consumer feedback on cutting-edge Mobile developments such as Mobile Payments,
QR codes and location-based features to assist in product development and communication
- Exploring the brand interplay present in the constantly changing Mobile category – allowing
©TNS 9
- Exploring the brand interplay present in the constantly changing Mobile category – allowing
for more informed partnership decisions
- Understanding the potential of Mobile in marketing & communications strategies
- Empowering businesses with the information necessary to develop an effective Mobile strategy

10. What’s New in 2013?
Share of time spent across five devices for digital activities
In-depth look at mobile path to purchase activities at a category level,
as well as showrooming behaviour
New Conversion Model analysis for handset, network, OS and content
Device ecosystem
Mobile path to
purchase
Brand New Conversion Model analysis for handset, network, OS and content
brands
Drill downs into location-based services, social networking, instant
messaging
Brand
relationships
Innovative mobile
services
Mobile finance
Mobile data usage
Mobile attitudes
Continued examination of mobile banking and mobile wallet usage, as
well as triggers and barriers
Investigation of WiFi vs. mobile network data usage
A deeper look at user attitudes towards their mobile phones, data
usage, and app usage
©TNS 10
Mobile attitudes
Mobile Behave
linkage
usage, and app usage
Combined data set linkage with Mobile Behave data in select markets
Kick-off webinar
Target market
linkage
The inclusion of category usage questions for 25 products – enabling
better identification of the client’s target market

11. MOBILE COMMUNICATION | Mobile ownership and usage
Phone(s) owned, classification of business / personal user
DEVICE INTERPLAY | Technology device ownership / usage & role of mobile
Technology devices owned & purchase intention, ecosystem modelling, and purchase drivers
Study Content – What’s Included in 2013?
Technology devices owned & purchase intention, ecosystem modelling, and purchase drivers
Interplay of mobile, smartphone, tablet, Smart TV, laptop/notebook & PC – activity-based device usage
Investigation into tablets – brand, purchase drivers, activity usage, usage occasions
MOBILE ENVIRONMENT | Handset share, replacement, brand and operating system
Handset brand & form-factor, smartphone / advanced feature phone ownership
Price paid and intended for handset, replacement cycle of phone, change in mobile usage over time
Current network provider / carrier, payment plan & data package used;
Commitment to brands – targeting of ‘open’ consumers, OS used & loyalty – intended OS & key drivers
MOBILE USAGE | How consumers use their mobile devices
Current usage and latent demand for a range of current and progressive features & services
©TNS 11
Current usage and latent demand for a range of current and progressive features & services
Usage of WiFi services and the impact on mobile data usage, attitudes towards mobile data adoption
Usage of instant messaging brands, drivers for IM adoption, impact on SMS/text messaging
Social networking – activities carried out, types of LBS features used / reason for using
Drivers for application download, general attitudes towards applications

12. M-COMMERCE | Role of mobile finance
Current usage and interest in mobile finance activities
Drivers & barriers to mobile wallet
Drivers & barriers to mobile banking
Study Content – What’s Included in 2013?
Drivers & barriers to mobile banking
MOBILE PATH TO PURCHASE | The role of the mobile in online research & shopping
Current usage of mobile based product research/purchase activities for four key consumer categories
Overall interest in research activities
Overall usage of mobile based research/purchasing for key consumer categories
Interest in innovative mobile retail solutions
Detailed usage of mobile for automotive research
Use of the mobile phone for ‘showrooming’ (viewing the product in-store but then purchasing elsewhere)
PROFILING | Demographic information
General product category purchasing
©TNS 12
General product category purchasing
Household income, level of education, marital status, household composition
Age, gender, location / region within country, employment status & job level, local market social class questions (in certain
markets)

13. - Mobile Behave | A 360 Degree Perspective on Consumers
Mobile Behave uses smartphones to open a window into peoples’ daily life, using passive on-device
Connection with Mobile Behave
Mobile Behave uses smartphones to open a window into peoples’ daily life, using passive on-device
measurement and on-the-spot interaction to interpret consumer behaviour and mobile
consumption 24/7
- Mobile Behave data from some countries are included in Mobile Life reporting, where complementary
This will allow:
- Deeper understanding of consumers’ usage of phone features and applications
- Insight into consumer ‘actual’ behaviour, and how this relates to ‘reported’ behaviour
- Although Mobile Behave will be integrated where relevant in Mobile Life reporting and presentations,
©TNS 13
- Although Mobile Behave will be integrated where relevant in Mobile Life reporting and presentations,
access to the full Mobile Behave database will only be available to paying subscribers of the
study.

14. Market Coverage
2
©TNS 14

15. North America
Canada
USA
Latin America
Europe
Czech Republic
Finland
France
Germany
Asia and Middle-East
China
Hong Kong
India
Indonesia
Mobile Life is based on conversations in 43 countries, designed to capture
the entire population of mobile users in each market
Latin America
Argentina
Brazil
Mexico
Africa
Cameroon
Egypt
Ghana
Kenya
Nigeria
Senegal
South Africa
Australasia
Germany
Italy
Netherlands
Norway
Poland
Portugal
Russia
Slovakia
Spain
Sweden
UK
Indonesia
Japan
Malaysia
Philippines
Saudi Arabia
Singapore
South Korea
Taiwan
Thailand
Turkey
UAE
Vietnam
©TNS 15
Australasia
Australia
New Zealand

16. Representative across 16-60 yr olds; both mobile phone owners and
non-owners; boosted sample in key markets
Country Sample Methodology
Argentina 479 Web CLT
Australia 996 Online
Brazil 1000 Web CLT
Cameroon 642 F2F CAPI
Canada 983 Online
Country Sample Methodology
New Zealand 497 Online
Nigeria 1596 F2F PAPI
Norway 625 Online
Philippines 491 F2F PAPI
Poland 977 F2F CAPICanada 983 Online
China 3159 F2F PAPI
Czech Republic 992 Online
Egypt 1020 F2F CAPI
Finland 500 Online
France 1001 Online
Germany 997 Online
Ghana 545 F2F CAPI
Hong Kong 502 Online
India 2980 F2F PAPI
Indonesia 1500 F2F PAPI
Italy 996 Online
Japan 500 Online
Kenya 741 F2F CAPI
Poland 977 F2F CAPI
Portugal 500 F2F CAPI
Russia 1003 Web CLT
Saudi Arabia 513 F2F CAPI
Senegal 507 F2F PAPI
Singapore 501 Online
Slovakia 505 Online
South Africa 1002 F2F PAPI
Spain 498 Online
Sweden 593 Online
Taiwan 502 Online
Thailand 1000 F2F PAPI
Turkey 776 F2F CAPI
UAE 512 F2F CAPI
©TNS 16
Korea 1026 Online
Malaysia 500 Online
Mexico 753 Web CLT
Netherlands 796 Online
Increased sample in 2013!
UAE 512 F2F CAPI
UK 497 Online
USA 1497 Online
Vietnam 500 F2F PAPI

17. Some insights from 2013
3
©TNS 17

18. “My mobile is my most important piece of technology” – Italy
In Italy, mobile’s importance as a tech device is lower than the Global
average; mobile plays an important part in younger people aged under 30
years old and women
54
38
32
27
37
43
38 35
28 24
23
35 38 42
34
27 31
37
42 46
%
©TNS
Agree Disagree
Global Europe Italy Male Female 16-21 22-30 31-40 41-50 51-60
18
B20. Attitudes towards mobile phones
Base: Mobile users – Global 35286 | Europe 11095 | Italy 993 | Male 498 | Female 495 | 16-21 112 | 22-30 168 | 31-40 241 | 41-50 265 | 51-60 207
Local Report 2013 - Italy

19. As the price of smartphones has plunged below the price consumers are
willing to pay for phones in Italy, smartphone ownership will probably
continue to expand
700
Price willing to pay vs. average smartphone price – Italy (USD $)
Price of HTC Desire
Price of
288
0
100
200
300
400
500
600
2007 2008 2009 2010 2011 2012 2013
Price of
original
iPhone
Price of
Blackberry
Torch
80
Price of
Huawei
handset
©TNS 19
2007 2008 2009 2010 2011 2012 2013
Price all mobile owners are willing to pay in 2013
Price of a smartphone over time (global)
C14. Price willing to pay
Base: Mobile owners – Italy 993
Local Report 2013 - Italy

20. The time spent on using the tablets will bring about a reduction in the use
not only of computers but also, albeit to a lesser degree, of smartphones.
Potential usage share flows for tablets – Italy
Tablet
4.4%
+7.0%+7.0%
+4.0 -0.3
Laptop
+2.4 -0.2
Desktop
Computer
2.2%
+1.3 -0.2
Smart-
phone
1.1%
+0.2 -0.1
Smart TV
0.0%
©TNS 20
Tablet Other devices’ current market share Projected market share
Local Report 2013 - Italy
Laptop
3.7%

21. Tablet usage in Italy hinges very much around the Internet functions,
although the various entertainment functions (photo, video, music, gaming)
are also important.
Top 12 activities carried out on tablets
69
59
Current
54
44 48
34
41 41
24
32
21 19 21 1712
88
21
79
59
40 37 36 36
25 24 24 24 23 19Italy
Global
Access
internet via
WiFi
Emails
To browse
the
internet
To take
photos
To play
games
To listen to
music
To chat via
IM
To watch
TV/video
For social
gaming
Assist in
business
life
To help
organise
my life
To edit
documents
Current
ownership
©TNS
54
21
B1. Tablet ownership | B10. Tablet usage
Base: Tablet owners – Global 5413 | Italy 216
Local Report 2013 - Italy

22. Consumers implement a high degree of selection of the large number of
applications available: of the free apps, they only download the ones that
interest them. If, after a few weeks, the apps are not found to be useful or
entertaining, they are deleted.
Attitudes towards applications – Italy
Disagree Agree
53
51
43
50
70
I don’t like to download too many apps
– they clutter up my phone
I often download apps that I stop using
after a few weeks
I find that apps are better than mobile
websites for accessing the content that
I want
I am annoyed when apps don’t contain
all the features that I can access via a
website
I only download free apps
15
18
15
14
10
©TNS
70
72
22
Local Report 2013 - Italy
I only download free apps
I delete apps if I find that they are not
useful or entertaining
10
10
Base: Application users 476
D18. Attitudes towards applications

23. Price perceptions on mobile data don’t decline as usage increases – some of
the most negative perceptions occur in developed markets where mobile
internet has saturated the market
80,0
90,0
100,0
% agreeing that mobile data is still too expensive
0,0
10,0
20,0
30,0
40,0
50,0
60,0
70,0
Egypt
Cameroon
Senegal
India
Portugal
Poland
Thailand
Ghana
Indonesia
Vietnam
CzechRepublic
Turkey
Russia
Philippines
Kenya
Brazil
Argentina
Germany
Slovakia
Nigeria
Mexico
NewZealand
SouthAfrica
Netherlands
Canada
Taiwan
France
Italy
Japan
Finland
USA
Australia
China
Spain
UK
UAE
Malaysia
Sweden
Norway
SaudiArabia
HongKong
Singapore
SouthKorea
©TNS 23
Egypt
Cameroon
Senegal
India
Portugal
Poland
Thailand
Ghana
Indonesia
Vietnam
CzechRepublic
Turkey
Russia
Philippines
Kenya
Brazil
Argentina
Germany
Slovakia
Nigeria
Mexico
NewZealand
SouthAfrica
Netherlands
Canada
Taiwan
France
Italy
Japan
Finland
USA
Australia
China
Spain
UK
UAE
Malaysia
Sweden
Norway
SaudiArabia
HongKong
Singapore
SouthKorea
Mobile internet penetration
C29. Attitudes towards mobile data
Base: Mobile users
10% 90%70%40%
Kick-off webinar

24. Half of the consumers use WiFi systems for accessing the Internet on the
go, although time-wise it is accessed primarily via the mobile network.
Mobile
% of mobile users in Italy
who access data via…
14 14 12 13 11
16 12 14 12 9
18
Mobile network data WiFi at home WiFi in public
% data usage (in terms of share of time) in Italy via:
81
53
48
Mobile
network
data
WiFi at
home
WiFi in
public areas
59
50 51 47
55
36
47 51 48
65
27
27
36 37
40
34
49
41 35 40
26
55
All
©TNS 24
Global Europe Italy Male Female 16-21 22-30 31-40 41-50 51-60
All
WiFi
users
Local Report 2013 - Italy
C17a. Data package type | D1. Feature usage | D19. % split of mobile data usage
Base: C17a & D1: Mobile users – Italy 993
Base: D19: Mobile data or WiFi users - Global 21841| Europe 7274| Italy 883 | Male 456 | Female 427 | 16-21 106 | 22-30 155 | 31-40 218 | 41-50 231 | 51-60 173
Base: D19: All WiFi users - 595

25. 34
22 26 28 24
33 31 29
22 20
However, consumers generally do not see the mobile as a replacement for
in-store sales assistants – the two will need to supplement each other
I would prefer to
access product
information and
Attitudes towards mobile in the path to purchase – Italy
Global Europe Italy Male Female 16-20 21-30 31-40 41-50 51-60
31
22 29 33
24 30 30 36
24 24
36
51
35 33 38
25
36 32 36 42
22 24 22 20
Agree
Disagree
information and
reviews on my
phone than to
speak to a sales
person in a store
I trust the
information that I
can access on my
©TNS
36
45
31 27
35
26 33
25 31
38
22 24 24 24
25
Local Report 2013 - Italy
F7. Attitudes towards mobile’s role in the path to purchase
can access on my
mobile phone
more than a sales
person in a store
Base: Mobile users – Global 35286 | Europe 11095 | Italy 993 | Male 498 | Female 495 | 16-21 112 | 22-30 168 | 31-40 241 | 41-50 265 | 51-60 207

26. Mobile’s usage in the path to purchase is not the same across categories,
and is very much aligned to how shoppers behave in individual markets
©TNS 26
Kick-off webinar

27. Research at home
Compare prices in store
Read reviews in store
Mobile is starting to be used in the path to purchase, above all in store and
for personal electronics.
7
5
4
Activities in the mobile path to purchase by category – Italy
Food and beverage Personal hygiene Clothing and shoes Personal electronics
20
14
11
14
10
7
9
6
6
At home
In store
Read reviews in store
Check social media buzz about product
Scan barcode for more product info
Scan QR code for more product info
Redeem a mobile coupon
Receive a deal by interacting with an ad
Receive updates from places of interest near me
Take notes of product details in store
Access product info by touching phone against a
sensor
Access a stored list of products previously browsed
Share photo or video of product with friends
4
5
4
4
5
3
6
5
3
3
4
3
11
11
7
7
5
8
9
12
8
8
8
5
7
7
5
5
7
7
9
9
6
6
10
6
6
6
3
5
6
5
6
6
5
5
4
3
Mobile
©TNS
Scan barcode to pay for product
Scan QR code to pay for product
Pay for product by touching phone against a sensor
Purchase product online via mobile
27
3
3
3
3
F3a. Use of mobile in the path to purchase
Base: Mobile users – Italy 993
Local Report 2013 - Italy
5
6
6
8
6
5
4
7
3
4
4
5
Mobile
purchase

28. Offer, Deliverables & Costs
4
©TNS 28

29. Key deliverables Timings
Global package (report + excel data)
Global report (approx 100 slides), global excel data set, global SPSS file, iClick online
reporting tool, bespoke presentation created to your needs, 5 hrs analysis.
April 2013
Deliverables and timings
reporting tool, bespoke presentation created to your needs, 5 hrs analysis.
Focus reports*
Reports approximately 30 slides in length, investigating specific topics of interest within
the mobile space. Drawing from not only Mobile Life 2013 data but also local
knowledge and secondary information, the focus reports aim to give a deep insight into
current, key mobile topics.
May 2013
Local packages (report + excel data)
Reports approximately 100 slides in length, investigating topic areas covered in
questionnaire.
May 2013
©TNS 29
Info Explorer (online interactive reporting tool)**
An online tool that allows filters and cuts of data to produce tables and basic charts
that can then be included in reporting.
May 2013
* Focus Report refers to “Data and Devices”-“Mobile Finance”
** Desktop Explorer or Pulsar or SPSS could be quoted on demand

30. For further info, please contact
Gabriella Bergaglio
Digital Practice Lead – TNS Italia
gabriella.bergaglio@tnsglobal.com
©TNS 30