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Post PC Era: The Mobile Only Internet
Generation & China
March 2012
Mobile Only Internet Generation & China

  The mobile revolution is truly here; by the end of 2012 the number of mobile-connected devices
  will exceed the number of people on earth. The revolution brings with it a new generation of mobile
  only internet users, who only access the internet through web enabled mobile devices.

  This is especially true in developing markets where computers and laptops are not easily
  accessible. For these markets the mobile device is much more than just a phone, it connects the
  previously unconnected on a mass scale both in cities and in rural areas. Mobile gives them
  access to the world’s information and provides businesses with previously untapped consumers.
  A key market is China, where our research has found the growth of the mobile only internet
  generation has increased 8 percentage points (ppts) in a year.

  This report looks at the mobile only by country, with an in-depth look at China. It also looks at the
  reasons why people are mobile only and the differences by cities and rural areas - we found those
  in rural areas in China are 16ppt more likely to be mobile only, compared to those in a city. All the
  research data was captured by surveys undertaken directly on the mobile internet.


For more information on this report please contact:
info@ondeviceresearch.com
On Device Research
                     uses the mobile internet
                        to gain access to
                      consumer opinions at
                        any time, place or
                             country

     We’ve surveyed one million consumers across 53 countries
If you have any of your own questions you’d like to ask, send them through to us at:
                        info@ondeviceresearch.com
How we work

              Expertise in mobile research projects
              There are numerous variables to
              consider in mobile research, including
              devices, survey design, locations, time
              of day, samples and cultural differences.
              We have surveyed more than a million
              people in over 50 countries.

              Intelligent survey technology
              That works across any web enabled
              device – feature phones, smartphones,
              tablets and computers.

              Profiled survey respondents
              Recruited through our network of mobile
              publishers, available in any country and
              prepared to take part in studies anytime,
              anywhere.
Summary
•   A significant percentage of key developing markets are ‘mobile only’, and it’s the
    feature phone that dominates these markets.

•   The growth of people only using their mobiles to access the internet in China, has
    increased 8ppts in a year and the key reason for this, is they don’t have access to a
    computer.

•   The rural population in China is more likely to be ‘mobile only’, as they are even less
    likely than those in the cities to have a computer.

•   Chinese mobile web users are keen internet browsers, with over a quarter spending
    an hour browsing every day, giving companies the means to communicate with key
    target audiences.

•   Over a quarter of mobile webs users in China are currently using mobile banking,
    and this is even higher amongst smartphone users. With growth likely to increase, it
    presents a huge opportunity for the banking industry
38% of mobile internet users in China, only access the
 internet through their mobile phone
   Mobile only* is especially prevalent in the less developed markets


              56%                                           Mobile Internet Only 2011
                                       51%
                                                           42%
                                                                          38%
                                                                                        33%
                                                                                                 25%




            Nigeria                    Kenya              Indonesia       China         Brazil   UK



Countries: Nigeria, Kenya, Indonesia, China, Brazil, UK
N=15,953

*Mobile only is defined as those who never of infrequently use the laptop/desktop Internet
Feature phones dominate the mobile only internet
generation
                                     Mobile Only Internet Generation - Device Ownership


               Nigeria                                          Kenya                     Indonesia
                      9%
                                                                                              6%
                                                                      23%


                                                                77%
                   91%                                                                       94%



                                             China                           Brazil

                                                          25%                      24%


                                              75%                            76%




Countries: Nigeria, Kenya, Indonesia, China, Brazil, UK
N=15,953
Mobile only web
                         users in China
                      1,037 Chinese respondents
                     A representative sample profiled by
                         mobile device manufacture,
                       surveyed via the mobile internet



If you have any of your own questions you’d like to ask Chinese respondents,
         send them through to us at: info@ondeviceresearch.com
Who are the mobile only web users in China?


  74% Male                                     61% have a annual h/h
  65% Under 25                                 income of up to 5,000 Yuan
  35% Over 25


  56% Live in the city                                 61% employed
  44% Live in rural areas                              28% student




                       68% have 3+ adults in the h/h
                       57% have children in the h/h

Countries: China
N=1037
The growth of people only using their mobiles to access
 the internet in China, has increased 8ppts in a year




                     38%
                     2011          30%
                                    2010


Countries: China
Date: 2011 N=1037
Date 2010 N = 1586
Web enabled mobile phones are connecting those who
don’t have access to a computer in China

Those who exclusively use mobile to access the Internet, what is their motivation?




•      45% don’t have access to a computer
•      16% It’s easier than using a computer
•      14% it’s cheaper than using a computer
•      8% It’s faster than using a computer
Countries: China
N=1037
The mobile only internet generation is particularly
prevalent in rural areas

                   More likely to be      More likely to own
                     mobile only           a feature phone
                      +16ppts


                    45%                      73%
                                  Rural
                                                   61%
                                  City
                           29%




                    Mobile Only             Feature Phone

Countries: China
N=1037
For many in rural areas, mobile is the only way they
  can connect

                   Why do you use the internet on your mobile phone instead of on a
                                             computer?


         +23ppts
          39%
                                                      Rural     City



                                                                          20%
                    16%           17% 16%
                                                                 14%                            13%
                                                                                        9%


     Don’t have access to a    Cheaper than using a           Easier than using a   Faster than using a
            computer                computer                      computer              computer


Countries: China
N=1037
Chinese web users are keen internet browsers, using
their device for multiple purposes

    27% access the mobile web for at least an hour a day

    90% play games on their mobile, with 40% playing every day and
    17% playing for at least an hour a day


    89% browse social networking sites on their phone, with 53%
    accessing sites every day and 20% browsing for an least an hour




Countries: China
N=1037
Over a quarter of mobile internet users in China, don’t
 have a bank/credit account, increasing in rural areas


                          70%


                                          Increasing
                                           to 33% in
                                          rural areas

                                             26%




                   Bank/credit account   None of these


Countries: China
N=1037
Banking Opportunity:

                          25%
                      currently use mobile
                   banking, increasing to 30%
                     for Smartphone users

Countries: China
N=1037
Do you have questions you’d like
to ask Chinese respondents?
We’re running a new survey tool that allows you to ask
5 questions, to 1000 profiled Chinese respondents.

Rates are extremely competitive. For a quote or if you
have any questions, please get in contact at:
 info@ondeviceresearch.com or call us: 0207 2786 627

       For more interesting stats follow us on Twitter: @ondevice




+44 (0) 207 2786 627

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Post PC Era: The Mobile Only Internet Generation and China

  • 1. Post PC Era: The Mobile Only Internet Generation & China March 2012
  • 2. Mobile Only Internet Generation & China The mobile revolution is truly here; by the end of 2012 the number of mobile-connected devices will exceed the number of people on earth. The revolution brings with it a new generation of mobile only internet users, who only access the internet through web enabled mobile devices. This is especially true in developing markets where computers and laptops are not easily accessible. For these markets the mobile device is much more than just a phone, it connects the previously unconnected on a mass scale both in cities and in rural areas. Mobile gives them access to the world’s information and provides businesses with previously untapped consumers. A key market is China, where our research has found the growth of the mobile only internet generation has increased 8 percentage points (ppts) in a year. This report looks at the mobile only by country, with an in-depth look at China. It also looks at the reasons why people are mobile only and the differences by cities and rural areas - we found those in rural areas in China are 16ppt more likely to be mobile only, compared to those in a city. All the research data was captured by surveys undertaken directly on the mobile internet. For more information on this report please contact: info@ondeviceresearch.com
  • 3. On Device Research uses the mobile internet to gain access to consumer opinions at any time, place or country We’ve surveyed one million consumers across 53 countries If you have any of your own questions you’d like to ask, send them through to us at: info@ondeviceresearch.com
  • 4. How we work Expertise in mobile research projects There are numerous variables to consider in mobile research, including devices, survey design, locations, time of day, samples and cultural differences. We have surveyed more than a million people in over 50 countries. Intelligent survey technology That works across any web enabled device – feature phones, smartphones, tablets and computers. Profiled survey respondents Recruited through our network of mobile publishers, available in any country and prepared to take part in studies anytime, anywhere.
  • 5. Summary • A significant percentage of key developing markets are ‘mobile only’, and it’s the feature phone that dominates these markets. • The growth of people only using their mobiles to access the internet in China, has increased 8ppts in a year and the key reason for this, is they don’t have access to a computer. • The rural population in China is more likely to be ‘mobile only’, as they are even less likely than those in the cities to have a computer. • Chinese mobile web users are keen internet browsers, with over a quarter spending an hour browsing every day, giving companies the means to communicate with key target audiences. • Over a quarter of mobile webs users in China are currently using mobile banking, and this is even higher amongst smartphone users. With growth likely to increase, it presents a huge opportunity for the banking industry
  • 6. 38% of mobile internet users in China, only access the internet through their mobile phone Mobile only* is especially prevalent in the less developed markets 56% Mobile Internet Only 2011 51% 42% 38% 33% 25% Nigeria Kenya Indonesia China Brazil UK Countries: Nigeria, Kenya, Indonesia, China, Brazil, UK N=15,953 *Mobile only is defined as those who never of infrequently use the laptop/desktop Internet
  • 7. Feature phones dominate the mobile only internet generation Mobile Only Internet Generation - Device Ownership Nigeria Kenya Indonesia 9% 6% 23% 77% 91% 94% China Brazil 25% 24% 75% 76% Countries: Nigeria, Kenya, Indonesia, China, Brazil, UK N=15,953
  • 8. Mobile only web users in China 1,037 Chinese respondents A representative sample profiled by mobile device manufacture, surveyed via the mobile internet If you have any of your own questions you’d like to ask Chinese respondents, send them through to us at: info@ondeviceresearch.com
  • 9. Who are the mobile only web users in China? 74% Male 61% have a annual h/h 65% Under 25 income of up to 5,000 Yuan 35% Over 25 56% Live in the city 61% employed 44% Live in rural areas 28% student 68% have 3+ adults in the h/h 57% have children in the h/h Countries: China N=1037
  • 10. The growth of people only using their mobiles to access the internet in China, has increased 8ppts in a year 38% 2011 30% 2010 Countries: China Date: 2011 N=1037 Date 2010 N = 1586
  • 11. Web enabled mobile phones are connecting those who don’t have access to a computer in China Those who exclusively use mobile to access the Internet, what is their motivation? • 45% don’t have access to a computer • 16% It’s easier than using a computer • 14% it’s cheaper than using a computer • 8% It’s faster than using a computer Countries: China N=1037
  • 12. The mobile only internet generation is particularly prevalent in rural areas More likely to be More likely to own mobile only a feature phone +16ppts 45% 73% Rural 61% City 29% Mobile Only Feature Phone Countries: China N=1037
  • 13. For many in rural areas, mobile is the only way they can connect Why do you use the internet on your mobile phone instead of on a computer? +23ppts 39% Rural City 20% 16% 17% 16% 14% 13% 9% Don’t have access to a Cheaper than using a Easier than using a Faster than using a computer computer computer computer Countries: China N=1037
  • 14. Chinese web users are keen internet browsers, using their device for multiple purposes 27% access the mobile web for at least an hour a day 90% play games on their mobile, with 40% playing every day and 17% playing for at least an hour a day 89% browse social networking sites on their phone, with 53% accessing sites every day and 20% browsing for an least an hour Countries: China N=1037
  • 15. Over a quarter of mobile internet users in China, don’t have a bank/credit account, increasing in rural areas 70% Increasing to 33% in rural areas 26% Bank/credit account None of these Countries: China N=1037
  • 16. Banking Opportunity: 25% currently use mobile banking, increasing to 30% for Smartphone users Countries: China N=1037
  • 17. Do you have questions you’d like to ask Chinese respondents? We’re running a new survey tool that allows you to ask 5 questions, to 1000 profiled Chinese respondents. Rates are extremely competitive. For a quote or if you have any questions, please get in contact at: info@ondeviceresearch.com or call us: 0207 2786 627 For more interesting stats follow us on Twitter: @ondevice +44 (0) 207 2786 627