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WORLDWIDE MOBILIZATION and RUSSIA 
MEC Russia for 
TYNY conference
IS RUSSIA READY? 
2017 
2m smart devices 
(70m around the world) 
4m use only mobile Internet (+24% vs. 2013 ) 
Russia 
+1...
72% of young people "can't leave the house without their phone"
THERE’S A GENERATION GAP 
Product Testing Institute – Seniors 
Product Testing Institute – Toddlers
XYZ DISTINCT AND DRIVEN FURTHER APART 
GEN X 
GEN Y 
GEN Z 
HAVE 
MOBILE 
INTERNET 
every / almost every day 
HAVE 
Source...
HOW ARE THEY? 
GEN X 
GEN Y 
GEN Z
GEN X’ERS – READ AND SCROLL 
27% 
are 
JUST SCROLLERS 
73% 
read longer 
news and stories 
65% 
smartphones are the most c...
33% 
apps for making decisions 
2,5 
spent time vs. assumption 
5,8 days 
watch videos on mobile phones per month 
56% 
m...
…AND DOCUMENT THEIR LIVES 
The first wearable camera that can fly
GEN Z’ERS – ENSLAVED TO / SET FREE BY MOBILE 
Kids swipe magazines like an iPad or an iPhone
65% 
use parents devices 
72% 
device-experience 
by the age of 8 
8 min 
not longer video content 
GEN Z’ERS MOBILE SURVI...
APPS VERSUS SEARCH 
Google Goggles solves Sudoku
COOL TO WATCH TV AGAIN… 
56% use mobile or tab simultaneously with TV 
80% use tab at home
COOL TO WATCH TV AGAIN WITH A MOBIE AT HAND 
Mobile app ‘Voice’ 
• 1,5m downloads 
• 150 – 170k active players each Friday...
ARE YOU READY TO TAKE IT BEYOND? SHOULD YOU? 
Include mobile in 100% digital campaigns 
Make sure site is mobile optimized...
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MEC Mobile Research_XYZ generations

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All things what you want to know about mobile consumption of X,Y,Z generations

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MEC Mobile Research_XYZ generations

  1. 1. WORLDWIDE MOBILIZATION and RUSSIA MEC Russia for TYNY conference
  2. 2. IS RUSSIA READY? 2017 2m smart devices (70m around the world) 4m use only mobile Internet (+24% vs. 2013 ) Russia +14% LTE-enabled mobile devices sold Q2’14 74% use mobile apps regularly Geo-location based services # 3 by usage
  3. 3. 72% of young people "can't leave the house without their phone"
  4. 4. THERE’S A GENERATION GAP Product Testing Institute – Seniors Product Testing Institute – Toddlers
  5. 5. XYZ DISTINCT AND DRIVEN FURTHER APART GEN X GEN Y GEN Z HAVE MOBILE INTERNET every / almost every day HAVE Source: DFW, OnLife 2014/1Q 26% 35% 12% 18% 53% 61% 21% 42% 47%
  6. 6. HOW ARE THEY? GEN X GEN Y GEN Z
  7. 7. GEN X’ERS – READ AND SCROLL 27% are JUST SCROLLERS 73% read longer news and stories 65% smartphones are the most common starting place for online activities Kids are source of information about devices ‘I don’t know what is this. My daughter set me this app…’
  8. 8. 33% apps for making decisions 2,5 spent time vs. assumption 5,8 days watch videos on mobile phones per month 56% multiplatform. multitasking. “ I’m a blogger, I’m a photographer, I’m publishers, I’m journalist, I’m a model, I’m a singer, I’m….” GEN Y’ERS – SNACK AND SHOOT…
  9. 9. …AND DOCUMENT THEIR LIVES The first wearable camera that can fly
  10. 10. GEN Z’ERS – ENSLAVED TO / SET FREE BY MOBILE Kids swipe magazines like an iPad or an iPhone
  11. 11. 65% use parents devices 72% device-experience by the age of 8 8 min not longer video content GEN Z’ERS MOBILE SURVIVAL KIT “ If I could take the only one thing on the island, it would be my phone” VOICE Services use more than XY
  12. 12. APPS VERSUS SEARCH Google Goggles solves Sudoku
  13. 13. COOL TO WATCH TV AGAIN… 56% use mobile or tab simultaneously with TV 80% use tab at home
  14. 14. COOL TO WATCH TV AGAIN WITH A MOBIE AT HAND Mobile app ‘Voice’ • 1,5m downloads • 150 – 170k active players each Friday during live broadcast . Voice 3 TV ratings Gen X Gen Y Gen Z 42 % 29 % 22 %
  15. 15. ARE YOU READY TO TAKE IT BEYOND? SHOULD YOU? Include mobile in 100% digital campaigns Make sure site is mobile optimized Integrate consumer touchpoints through mobile Deliver greater experience for XYZ through apps Leverage geo location and be in time 1 2 3 4 5

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