Google Confidential and ProprietaryGoogle Confidential and Proprietary
Understanding the Mobile Consumer
May 2012
Our Mobile...
Google Confidential and Proprietary
Executive Summary
2
Smartphones have become an indispensable part of our daily lives. S...
Google Confidential and Proprietary
Understanding the Mobile Consumer
This survey is designed
to gain insights into how
con...
Google Confidential and Proprietary
Agenda
4
1 Smartphones are Indispensable to Daily Life
2 Smartphones Have Transformed C...
Google Confidential and Proprietary
SMARTPHONES
ARE INDISPENSABLE
TO DAILY LIFE
5
Google Confidential and Proprietary 6
Smartphone Penetration in Egypt
26%
adoption
Base: National representative population...
Google Confidential and Proprietary
Smartphones are a Central Part of
Our Daily Lives
7
have used their
smartphones every d...
Google Confidential and Proprietary
Smartphones are Always On, Always with You
8
don’t leave home
without their device
73%
...
Google Confidential and Proprietary
Smartphones Are Used Everywhere
9
At home
80%
On the go
59%
In a store
46%
80%
65%
59%
...
Google Confidential and Proprietary
Allowing Users to Stay Fully Connected
10
66%
66%
62%
54%
Emailing
Social Networking Si...
Google Confidential and Proprietary
Smartphone Use is Expected to Increase
11
expect
to use their
smartphone more to
access...
Google Confidential and Proprietary 12
Smartphones Have Become so Important to
Consumers that …
Base: Private smartphone us...
Google Confidential and Proprietary
SMARTPHONES
HAVE TRANSFORMED
CONSUMER BEHAVIOR
13
Google Confidential and Proprietary
Smartphones are a
Major Access Point
for Search
14
64%search on their
smartphones
every...
Google Confidential and Proprietary
Smartphones Inform Our Daily Life
15
Apartments, Housing info
42%
Job Offers
38%
Product...
Google Confidential and Proprietary
Smartphones are a Multi-Activity Portal
16
Entertainment
71%
54%
53%
49%
44%
55%
47%
46...
Google Confidential and Proprietary
App Usage is Ubiquitous
17
12
7
3Base: Private smartphone users who use the internet in...
Google Confidential and Proprietary
80%watch video
40%use video at least
once a day
18Base: Private smartphone users who us...
Google Confidential and Proprietary
Smartphone Users are Frequent
Social Networkers
19Base: Private smartphone users who us...
Google Confidential and Proprietary
Smartphones Are Used While Multi-tasking
with Other Media
20Base: Private smartphone us...
Google Confidential and Proprietary
SMARTPHONES
HELP USERS
NAVIGATE THE WORLD
AROUND THEM
21
Google Confidential and Proprietary
Base: Private smartphone users who use the internet in general, Smartphone n= 500
Q33: ...
Google Confidential and Proprietary
Look for local
information daily
Look for local information at
least once a week
68% 51...
Google Confidential and Proprietary
Local Information Seekers Take Action
24
Base: Private smartphone users who use the int...
Google Confidential and Proprietary 25
SMARTPHONES
CHANGE THE WAY
CONSUMERS SHOP
Google Confidential and Proprietary
Smartphones Allow Users to Research
Products Anytime, Anywhere
26
At home
45%
On the go...
Google Confidential and Proprietary
have researched
a product or service
on their phone
82%
Base: Private smartphone users ...
Google Confidential and Proprietary
Smartphones are Our Primary Shopping
Companions
28
41%
36%
34%
Base: Private smartphone...
Google Confidential and Proprietary
Research that Starts on Smartphones Leads
to Purchases Across Channels
Base: Private sm...
Google Confidential and Proprietary
71%of these smartphone shoppers
have made a purchase
in the past month
41%of smartphone...
Google Confidential and Proprietary
Smartphones Shoppers are Frequent Buyers
31
Base: Private smartphone users who use the ...
Google Confidential and Proprietary
Mobile Commerce will
Continue to Grow
32Base: Private smartphone users who use the inte...
Google Confidential and Proprietary
Barriers to Mobile Commerce Still Exist
33
45%
29%
21%
19%
15%
15%
7%
1%
Doesn't feel s...
Google Confidential and Proprietary
Smartphones
Help Advertisers Connect
With Their Customers
34
Google Confidential and Proprietary
Offline Ad Exposure Leads to Mobile Search
35Base: Private smartphone users who use the i...
Google Confidential and ProprietaryBase: Private smartphone users who use the internet in general and who are searching via...
Google Confidential and Proprietary 37
90%of smartphone users
notice mobile ads
Base: Private smartphone users who use the ...
Google Confidential and Proprietary
Mobile Ads Make an Impression
38Base: Private smartphone users who use the internet in ...
Google Confidential and Proprietary
Background
39
Google Confidential and Proprietary
Research Methodology
•  In partnership with Ipsos MediaCT, we interviewed a total of 50...
Google Confidential and Proprietary
Demographics
41
Area
30%
70%
52%
32%
14%
2%
0%
85%
7%
9%
46%
4%
47%
0%
1%
Female
Male
1...
Google Confidential and Proprietary
Demographics
42
7%
3%
1%
6%
35%
49%
77%
11%
11%
2%
1%
16%
20%
11%
10%
10%
7%
13%
14%
Il...
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Our Mobile Planet: Egypt - Understanding the Mobile Consumer

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Our Mobile Planet: Egypt - Understanding the Mobile Consumer

  1. 1. Google Confidential and ProprietaryGoogle Confidential and Proprietary Understanding the Mobile Consumer May 2012 Our Mobile Planet: Egypt
  2. 2. Google Confidential and Proprietary Executive Summary 2 Smartphones have become an indispensable part of our daily lives. Smartphone penetration is at 26% of the population and these smartphone owners are becoming increasingly reliant on their devices. 28% access the Internet every day on their smartphone and most never leave home without it. Implication: Businesses that make mobile a central part of their strategy will benefit from the opportunity to engage the new constantly connected consumer. Smartphones have transformed consumer behavior. Mobile search, video, app usage, and social networking are prolific. Smartphone users are multi-tasking their media with 88% using their phone while doing other things such as watching TV (25%). Implication: Extending advertising strategies to include mobile and developing integrated cross-media campaigns can more effectively reach today’s consumers. Smartphones help users navigate the world. Appearing on smartphones is critical for local businesses. 88% of smartphone users look for local information on their phone and 90% take action a result, such as making a purchase or contacting the business. Implication: Ensuring that clickable phone numbers appear in local results and leveraging location based services on mobile make it easy for consumers to connect directly with businesses. Smartphones have changed the way consumers shop. Smartphones are critical shopping tools with 82% having researched a product or service on their device. Smartphone research influences buyer decisions and purchases across channels. 41% of smartphone users have made a purchase on their phone. Implication: Having a mobile optimized site is critical and a cross-channel strategy is needed to engage consumers across the multiple paths to purchase. Smartphones help advertisers connect with consumers. Mobile ads are noticed by 90% of smartphone users. Smartphones are also a critical component of traditional advertising as 82% have performed a search on their smartphone after seeing an offline ad. Implication: Making mobile ads a part of an integrated marketing strategy can drive greater consumer engagement.
  3. 3. Google Confidential and Proprietary Understanding the Mobile Consumer This survey is designed to gain insights into how consumers use the Internet on their smartphones 3 How are smartphones used in daily life? How do consumers multi-task with their smartphones? What activities are consumers conducting on their smartphones? What role do smartphones play in the shopping process? How do consumers respond to ads, offline and on mobile? DAY In detail: •  Facts and figures about smartphone adoption and usage •  Internet usage in general, search, video, social networking, mobile advertising and m-commerce behavior via smartphones •  This country report is part of a global smartphone study conducted in multiple countries. Visit OurMobilePlanet.com for access to additional tools and data
  4. 4. Google Confidential and Proprietary Agenda 4 1 Smartphones are Indispensable to Daily Life 2 Smartphones Have Transformed Consumer Behavior 3 Smartphones Help Users Navigate the World 4 Smartphones Change the Way Consumers Shop 5 Smartphones Help Advertisers Connect with Customers
  5. 5. Google Confidential and Proprietary SMARTPHONES ARE INDISPENSABLE TO DAILY LIFE 5
  6. 6. Google Confidential and Proprietary 6 Smartphone Penetration in Egypt 26% adoption Base: National representative population 16+, n= 1.000 Q1: Which if any of the following devices do you currently use?
  7. 7. Google Confidential and Proprietary Smartphones are a Central Part of Our Daily Lives 7 have used their smartphones every day in the past 7 days 28% Base: Private smartphone users who use the internet in general, Smartphone n= 500 Q18: Thinking about the last seven days on how many days were you online with ...?
  8. 8. Google Confidential and Proprietary Smartphones are Always On, Always with You 8 don’t leave home without their device 73% Base: Private smartphone users who use the internet in general, Smartphone n= 500 Q52: To what extent do you agree to each of these statements?, Top2 Boxes; scale from 5 – completely agree to 1 – completely disagree. “I don’t leave house without my smartphone”
  9. 9. Google Confidential and Proprietary Smartphones Are Used Everywhere 9 At home 80% On the go 59% In a store 46% 80% 65% 59% 51% 49% 46% 46% 46% 44% 43% 37% Home Work On the go Public Transport Café or coffee shop In a store Restaurant Doctor's office Airport At a social gathering School Place of Use Base: Private smartphone users who use the Internet in general, Smartphone n= 500 Q16: Where do you use your smartphone? Please select first at which locations you ever use it - even if only seldom.
  10. 10. Google Confidential and Proprietary Allowing Users to Stay Fully Connected 10 66% 66% 62% 54% Emailing Social Networking Sites Search Engines Video sharing Sites access the Internet on their smartphones at least once a day 29% Base: Private smartphone users who use the internet in general, Smartphone n= 500 Q9: Using the scale below, please indicate approximately how frequently you use the Internet in general and specific services and types of websites through your browser or apps on your smartphone? Responses reflect at least once a day.
  11. 11. Google Confidential and Proprietary Smartphone Use is Expected to Increase 11 expect to use their smartphone more to access the Internet in the future 52% Base: Private smartphone users who use the internet in general, Smartphone n= 500 Q21: Thinking about the next 12 months, what do you expect, how will you be using the internet with your…?
  12. 12. Google Confidential and Proprietary 12 Smartphones Have Become so Important to Consumers that … Base: Private smartphone users who use the internet in general, Smartphone n= 500 Q52: To what extent do you agree to each of these statements?, Top2 Boxes; scale from 5 – completely agree to 1 – completely disagree. I would rather give up TV than my smartphone. “I would rather give up my TV / desktop PC than my smartphone” would rather give up TV than their smartphone 35%
  13. 13. Google Confidential and Proprietary SMARTPHONES HAVE TRANSFORMED CONSUMER BEHAVIOR 13
  14. 14. Google Confidential and Proprietary Smartphones are a Major Access Point for Search 14 64%search on their smartphones every day Base: Private smartphone users who use the internet in general and who are searching via search engine, Smartphone n= 476 Q31: How often do you do searches (via Google, Yahoo!, Bing, etc.) on your ... ?
  15. 15. Google Confidential and Proprietary Smartphones Inform Our Daily Life 15 Apartments, Housing info 42% Job Offers 38% Product Info 44% Restaurants, Pubs & Bars Travel 39% 38% Base: Private smartphone users who use the internet in general, Smartphone n= 500 Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.
  16. 16. Google Confidential and Proprietary Smartphones are a Multi-Activity Portal 16 Entertainment 71% 54% 53% 49% 44% 55% 47% 46% 45% Accessed a social network (e.g. updated a status message checked messages or friends' pages) Emailed (sent or read) Read news on newspaper or magazine portals Reviewed websites blogs or message boards Browsed the Internet Watched videos on a video sharing website (e.g. YouTube.com) Listened to music Played games Stay Informed 56% Communication 63% Base: Private smartphone users who use the internet in general, Smartphone n= 500 Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.
  17. 17. Google Confidential and Proprietary App Usage is Ubiquitous 17 12 7 3Base: Private smartphone users who use the internet in general, Smartphone n= 500 Q24: How many apps do you currently have on your smartphone? Base: Private smartphone users who use the internet in general and who have at minimum one app on their smartphone, n= 496 Q25: And of the apps you currently have installed on your smartphone, how many have you used actively in the last 30 days? Q26: And of the apps you currently have installed on your smartphone, how many have you purchased for a certain amount in an app store? apps installed on average paid apps installed on average apps used in the last 30 days
  18. 18. Google Confidential and Proprietary 80%watch video 40%use video at least once a day 18Base: Private smartphone users who use the internet in general, Smartphone n= 500 Q35: How often do you watch videos via websites or apps (e.g. short video clips, videos of TV shows, TV movies online, etc.) on your ... ? Smartphones Users are Avid Video Watchers
  19. 19. Google Confidential and Proprietary Smartphone Users are Frequent Social Networkers 19Base: Private smartphone users who use the internet in general, Smartphone n= 500 . Q38: How often do you visit a social network (via websites or apps) on your ... ? 56%visit at least once a day 91%visit social networks
  20. 20. Google Confidential and Proprietary Smartphones Are Used While Multi-tasking with Other Media 20Base: Private smartphone users who use the Internet in general and who were online yesterday with their smartphone, Smartphone n= 316 Q22: When you use the Internet on your smartphone, which if any of the following – do you do at the same time? 88% Use smartphone while… Play video games 20% Read a book 21% Watch movies 22% Watch TV 25% Listen to music 41% Use Internet 37% Read magazines/ newspapers 37%
  21. 21. Google Confidential and Proprietary SMARTPHONES HELP USERS NAVIGATE THE WORLD AROUND THEM 21
  22. 22. Google Confidential and Proprietary Base: Private smartphone users who use the internet in general, Smartphone n= 500 Q33: How often do you look for information about local businesses or services on your smartphone? (Ever) Base: Private smartphone users who use the internet in general and who look at least less than once a month for information on their smartphone, Smartphone n= 442 Q34 Which of the following actions have you taken after having looked up this type of information (business or services close to your location)? 22 of smartphone users have looked for local information 88% have taken action as a result 90%
  23. 23. Google Confidential and Proprietary Look for local information daily Look for local information at least once a week 68% 51% Looking for Local Information is a Frequent Smartphone Activity 23Base: Private smartphone users who use the internet in general, Smartphone n= 500 Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)
  24. 24. Google Confidential and Proprietary Local Information Seekers Take Action 24 Base: Private smartphone users who use the internet in general and who look at least less than once a month for information on their smartphone, Smartphone n= 442 Q34: Which of the following actions have you taken after having looked up this type of information (business or services close to your location)? told others about it 34% 27% 26% 43% 21% 19% 19% 19% 17% Looked the business up on a map or got directions to the business or service Called the business or service Visited the website of the business or service Visited a business (e.g. store or restaurant) Read or wrote a review about a business or service Recommended a business or service to someone else Made a purchase from a business online Made a puchase from a business in- store visited the business 51% connected with the business 44% made a purchase 28%
  25. 25. Google Confidential and Proprietary 25 SMARTPHONES CHANGE THE WAY CONSUMERS SHOP
  26. 26. Google Confidential and Proprietary Smartphones Allow Users to Research Products Anytime, Anywhere 26 At home 45% On the go 17% In a store 8% Base: Private smartphone users who use the internet in general, Smartphone n= 500 Q51a: And where were you when you researched for products or services with your smartphone? 45% 28% 17% 17% 13% 13% 8% Home Work On the go Café or coffee shop Public transport Restaurant In a store Place of Search
  27. 27. Google Confidential and Proprietary have researched a product or service on their phone 82% Base: Private smartphone users who use the internet in general, Smartphone n= 500 Q51a: And where were you when you researched for products or services with your smartphone? 27
  28. 28. Google Confidential and Proprietary Smartphones are Our Primary Shopping Companions 28 41% 36% 34% Base: Private smartphone users who use the internet in general, Smartphone n= 500 Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement. I intentionally have my smartphone with me to compare prices and inform myself about products. I have changed my mind about purchasing a product or service in store as of a result of information I gathered using my smartphone. I have changed my mind about purchasing a product or service online as of a result of information I gathered using my smartphone.
  29. 29. Google Confidential and Proprietary Research that Starts on Smartphones Leads to Purchases Across Channels Base: Private smartphone users who use the internet in general, Smartphone n= 500 Q48: Listed below are various products or services. For each of these products or services please indicate which statement applies to you. 29 Research on smartphone 44% 40% then purchased via computer then purchased it offline then purchased
  30. 30. Google Confidential and Proprietary 71%of these smartphone shoppers have made a purchase in the past month 41%of smartphone users have purchased a product or service on their smartphone Base: Private smartphone users who use the internet in general, Smartphone n= 500 Q44: Have you ever purchased a product or service over the internet on your smartphone? With product or service we mean everything you can buy excluding apps. Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone n= 205 Q45: Have you made a purchase by using your smartphone in the past month? 30 Smartphones Are an Emerging Point of Purchase
  31. 31. Google Confidential and Proprietary Smartphones Shoppers are Frequent Buyers 31 Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone, Smartphone n= 205 Q47: How frequently do you purchase products or services with your smartphone? 80%make mobile purchases at least once a month
  32. 32. Google Confidential and Proprietary Mobile Commerce will Continue to Grow 32Base: Private smartphone users who use the internet in general, Smartphone n= 500 Q51: Do you expect making purchases on your smartphone more often in the next 12 months? expect to make more mobile purchases in the future 46%
  33. 33. Google Confidential and Proprietary Barriers to Mobile Commerce Still Exist 33 45% 29% 21% 19% 15% 15% 7% 1% Doesn't feel secure Would prefer to use a PC/laptop for these services Too expensive Payment features were not available (no credit card) Payment is too complex Too complicated Never heard of these services Other Base: Private smartphone users who use the internet in general and who NOT purchased via internet on their smartphone n= 295 Q46:Why have you not made a purchase using your smartphone?
  34. 34. Google Confidential and Proprietary Smartphones Help Advertisers Connect With Their Customers 34
  35. 35. Google Confidential and Proprietary Offline Ad Exposure Leads to Mobile Search 35Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 448 Q43a: How often do you use your smartphone to do a search in response to an ad you have seen in a magazine, on a poster, on TV or in a shop/business? Ad location TV 77% Shop / Business 73% Magazines 68% Posters / Billboards 68% 82% have performed a mobile search after seeing an ad
  36. 36. Google Confidential and ProprietaryBase: Private smartphone users who use the internet in general and who are searching via search engine, Smartphone n= 476 Q32: How many search result pages do you look at, when conducting a search with your ... ? 62%only look at the first page of results when conducting a search on their smartphone The First Page of Mobile Search Results is Key 36 1 2 3 4 5 6 7 8 Next
  37. 37. Google Confidential and Proprietary 37 90%of smartphone users notice mobile ads Base: Private smartphone users who use the internet in general, Smartphone n= 500 Q41: How often do you notice advertising when you are using the browser or an app on your smartphone? (Ever)
  38. 38. Google Confidential and Proprietary Mobile Ads Make an Impression 38Base: Private smartphone users who use the internet in general and who at least rarely notice advertising n= 448 Q42: Where have you noticed advertising when using your smartphone? 54% 30% 24% 17% 14% 13% While on a website While using a search engine While in an app While watching a video While on a retailer website While on a video website While in app 24% While on a website 54% While using a search engine 30% White watching a video 17% Where Mobile Ads Are Noticed
  39. 39. Google Confidential and Proprietary Background 39
  40. 40. Google Confidential and Proprietary Research Methodology •  In partnership with Ipsos MediaCT, we interviewed a total of 500 Egyptian online adults (18-64 years of age) who identified themselves as using a smartphone to access the Internet •  The distribution is according to a national representative CATI Study •  A smartphone is defined as “a mobile phone offering advanced capabilities, often with PC-like functionality or ability to download apps” •  Respondents were asked a variety of questions around device usage, mobile search, video, social, web and commerce behavior and mobile advertising •  Interviews were conducted in Q1 2012 40
  41. 41. Google Confidential and Proprietary Demographics 41 Area 30% 70% 52% 32% 14% 2% 0% 85% 7% 9% 46% 4% 47% 0% 1% Female Male 18-24 Years 25-34 Years 35-44 Years 45-54 Years 55+ Years Urban Suburban Rural Single Living with partner Married Widowed Divorce/Separated Age Gender Marital Status Base: Private smartphone users who use the Internet in general n= 500 S2. Please indicate your gender. / S1. What is your age? / D3. In what area do you live? D2. What is your marital status?
  42. 42. Google Confidential and Proprietary Demographics 42 7% 3% 1% 6% 35% 49% 77% 11% 11% 2% 1% 16% 20% 11% 10% 10% 7% 13% 14% Illiterate or no formal education Elementary Intermediate Secondary College/technical University Employed (full-time/part-time) Student Unemployed / homemaker Retired Military Less than LE 1000 LE 1001 to LE 3000 LE 3001 to LE 5000 LE 5001 to LE 9000 LE 9001 to LE 15000 LE 15001 to LE 21000 LE 21001 and above Don't know/ no answer Employment Status Education Income Base: Private smartphone users who use the Internet in general n= 500 D4. What is the highest level of education you have completed? D5. Which of the following best describes your employment status? D8. Which of these ranges comes closest to the total (annual) income of your household before anything is deducted for tax National Insurance (Social security) pension schemes etc.?

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