The Mobile Only Internet Generation

The ‘Mobile Only’ Internet Generation,[object Object],December 2010,[object Object],Alistair Hill,[object Object]

The ‘mobile only’ Internet generation,[object Object],In developed economies the mobile internet is commonly thought of as an extension of the desktop internet, providing an additional, convenient and portable access method.,[object Object],However for many people around the world, the mobile phone will be the primary, or only way to access the internet. This will have profound effects, not only on the lives of these people, but on the Internet industry and the way brands communicate and interact with these consumers – the nextbillion consumers.,[object Object],In the first of a quarterly series, summarising recent client studies, On Device Research will examine this new segment, the ‘Mobile Only’ Internet generation.,[object Object]

On Device Research services,[object Object],On Device Answers,[object Object],On Device Effectiveness,[object Object],On Device ,[object Object],Panels,[object Object],Global consumer research panels. Quick and affordable insight from any country with a focus on emerging markets.,[object Object],Device agnostic survey product. Works on web enabled feature phones, smartphones, PC, iPad, etc.,[object Object],Advertising effectiveness studies using mobile surveys and diaries.,[object Object]

Research methodology,[object Object],Data analysed to retrieve insights,[object Object],Mobile Internet survey created through On Device Answers,[object Object],Respondents recruited through On Device Panels,[object Object],[object Object]

Automatic identification of device, carrier and GPS location (where possible).

Consumers fulfil survey on the mobile internet.

The sample is representative of mobile internet browsers and weighted by OEM share and demographics.

Survey results are processed and analysed.

Analysts deliver insight on consumer behaviour and attitudes.,[object Object]

The Mobile Only Internet Generation,[object Object],Mobile Internet Usage in:,[object Object],Africa,[object Object],Asia,[object Object],Net Promoter for Mobile Internet,[object Object],Agenda,[object Object]

The ‘Mobile Only’ Internet Generation,[object Object],The ‘Mobile Only’ internet generation are an exciting new group of the world’s population. For the first time these people have the opportunity to access news, information, communication and retail services similar to those used by the first, desktop, Internet generation.,[object Object],The profile of this group differs based on their location:,[object Object],[object Object]

Developed nations – Older, more even gender split, skewing towards lower incomes. Late adopters, who already own a mobile phones and are attracted by the convenience and lower overall cost of accessing the internet via their mobile device.,[object Object]

Emerging markets ‘mobile only’ browsersare mostly under 25,[object Object],In emerging markets the vast majority of the ‘mobile only’ are under 25, the vast majority are male and many are in education.,[object Object],In the developed world the ‘mobile only’ are a different segment. In the UK they are split more evenly with 58% over 25.,[object Object],The US however provides interesting results, with most being over 25 and many on lower incomes.,[object Object],Countries: Nigeria, India, US, and UK,[object Object],Date: July- November 2010 ,[object Object],N= 6165,[object Object]

55% of Indian ‘mobile only’ are students,[object Object],Over half of the Indian ‘mobile only’ are in either school or university, indicating that a level of intelligence is required to have either the curiosity or know how to go on the mobile internet.,[object Object],This young and educated group are the worlds future internet users and will make up a large part of the worlds next billion consumers.,[object Object],Countries: India,[object Object],Date: July 2010 ,[object Object],N= 1070,[object Object]

In the US, the ‘mobile only’ skew towards lower incomes,[object Object],Mobile browsers with household income of under $25,000 per year are 19% more likely to not, or rarely, use the desktop internet.,[object Object],If we couple this information with the demographic data it becomes clear that there is a large group of lower income over 25’s who only use the mobile internet but rarely, or never, use the desktop internet.,[object Object],Countries: US,[object Object],Date: November 2010 ,[object Object],N= 1290,[object Object]

The Emerging markets opportunity,[object Object],The new digital audience creates opportunities for brands, Internet, media and financial services companies. The following section highlights some of these:,[object Object],Internet Companies + Brands – There is an appetite for mobile friendly Internet services (email, social networking, news, etc) many of which are ad funded. Brands have a new opportunity to market to these users, reaching the previously unconnected emerging middle classes in developing countries.,[object Object],Media – Downloading content is extremely popular (games and music downloading are the top browsing genres in Africa). Media companies have the opportunity to market and sell directly on the device where the content will be consumed, to an audience who don’t have the option to download on PC.,[object Object],Financial – Many ‘Mobile Only’ browsers don’t have a back account (in India 57% of the ‘Mobile Only’ don’t have a bank account). All of these people have a billing relationship with their mobile operator, giving them the opportunity to purchase electronically for the first time.,[object Object]

Content downloads and social networking leads mobile browsing behaviour in Africa,[object Object],Over 50% of mobile browsers go to sites for downloading games and music.,[object Object],Communication services such as social networking and email are popular.,[object Object],Almost half of respondents use search.,[object Object],Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal,[object Object],Date: October 2010,[object Object],N= 7325,[object Object]

Opera provides quasi-smartphone experience for feature phone users in Africa,[object Object],Opera users are 33% more likely to use social networks than Non-Opera users and are comparable in behaviour to UK mobile browsers.,[object Object],In the UK, smartphone owners are 20% more likely to use social networking than those who don’t own a smartphone.,[object Object],Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal, UK,[object Object],Date: October 2010,[object Object],N= 7325 + UK=1448,[object Object]

Nokia dominates mobile browsing in Africa,[object Object],85% accessed the internet with a feature phone.,[object Object],Of the 15% who used a smartphone nearly all were Nokia Symbian devices with almost no reported use of Android or iPhones.,[object Object],Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal,[object Object],Date: October 2010,[object Object],N= 7325,[object Object]

66% of Kenyan ‘mobile only’ users download mobile music,[object Object],With limited or no access to the desktop Internet for many in Africa, the mobile Internet provides a significant opportunity for media and content companies. ,[object Object],66% of the Kenyan ‘mobile only’ have downloaded music on their mobile, with almost half downloading games and videos.,[object Object],Countries: Kenya,[object Object],Date: October 2010,[object Object],N= 1009,[object Object]

75% of Indonesian mobile browsers use social networks ,[object Object],Only 39% of Indian browsers use social networking. Social networking is interactive and lends itself to faster data speeds. India currently doesn’t have mass market 3G services, Indonesia does.,[object Object],Search is the most popular mobileInternet activity in India.,[object Object],Indian browsers look for cricket scores, Indonesian for soccer (football).,[object Object],Countries: India + Indonesia,[object Object],Date: July-August 2010,[object Object],N= 2138,[object Object]

Over 90% browse the mobile Internet at home,[object Object],With roughly half of Indonesian and Indian mobile browsers not using the desktop internet and over 90% using it in the home, it becomes clear that the mobile will play a very different role in these Asian countries compared to western markets.,[object Object],Countries: India + Indonesia,[object Object],Date: July-August 2010,[object Object],N= 2138,[object Object]

57% of the Indian ‘mobile only’ don’t have a bank account,[object Object],In India, not only do the ‘mobile only’ not use the desktop internet but 57% also don’t have bank account.,[object Object],There is a huge opportunity for the previously unbanked and unconnected to use electronic payments to purchase goods and services.,[object Object],Everyone of this 57% has a billing relationship with their mobile operator.,[object Object],Countries: India ,[object Object],Date: July 2010,[object Object],N= 1070,[object Object]

The Mobile Only Internet Generation

The Mobile Only Internet Generation

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