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THE MOBILE
INTERNET CONSUMER
FRANCE 2013

AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
Preface
The Mobile Internet Consumer - France 2013 report produced by Vserv.mobi
addresses the audience insights of the gr...
DEMOGRAPHICS
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 3
Age
43%

2/3rd of the mobile
internet users in France
belong to more than 25
years age group

22%

17%

18%

EUROPE
Less t...
Gender

43%

57%

France has highest
proportion of women
in the mobile internet
user base
Female

Male
61%

*EUROPE

39%

...
Education
Graduate / Post Graduate

29%

34%*

50%

Diploma / Undergraduate
Schooling upto 12 yrs
Uneducated

12%

10%

31...
Occupation
22% Student
13%*

35%

Full-time job

33%*

12% Housewife

7%

60%

10% Business

6%

Earning class

8%*

13%*
...
CONSUMPTION PATTERN
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 8
Mobile content downloaded in the
last month
86%

25%

33%

31%

Game / App

Video

Music

Themes

78%*

35%*

38%*

6 out ...
Users love mobile ads that help them...
59%

Download mobile content

Find a good deal on something
Learn about a brand

L...
PURCHASING POWER
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 11
Product Ownership
High incidence of payment cards
amongst mobile internet users in
France
Computers

Tablets

80%

35%

87...
Affluent Lifestyle
51%

Restaurant

Movie Theatre

Shopping Mall / Market

37%

47%*

41%*

78%

76%*

4 out of 5 mobile i...
About the study
The Mobile Internet Consumer report produced by MMA & Vserv.mobi is
based on a primary survey of over 3000...
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade...
About Vserv.mobi
Vserv.mobi is an Award Winning Mobile Advertising Exchange focused on
Emerging Markets, that maximizes va...
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Mobile Internet Consumer - France

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Mobile Internet Consumer - France

  1. 1. THE MOBILE INTERNET CONSUMER FRANCE 2013 AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
  2. 2. Preface The Mobile Internet Consumer - France 2013 report produced by Vserv.mobi addresses the audience insights of the growing mobile internet user base in France. This report focuses on profiling the mobile web & app users, their purchasing power, lifestyle and consumption pattern. The findings and insights are drawn from a survey conducted in 36 countries across regions. The Mobile Internet Consumer report is designed for media planners & brand advertisers. It is created with the objective to help brands plan their media strategy for reaching the right target audience through Mobile Web & Apps. It will also help app developers, content providers, OEMs & telecom service providers in understanding the evolving mobile consumer. The Mobile Internet Consumer report is available for India, China, Southeast Asia, Middle East, Africa, Latin America, North America and Europe. THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 2
  3. 3. DEMOGRAPHICS THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 3
  4. 4. Age 43% 2/3rd of the mobile internet users in France belong to more than 25 years age group 22% 17% 18% EUROPE Less than 18 yrs 13% 18-24 yrs 21% 25-35 yrs 29% more than 35 yrs 37% THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 4
  5. 5. Gender 43% 57% France has highest proportion of women in the mobile internet user base Female Male 61% *EUROPE 39% THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 5
  6. 6. Education Graduate / Post Graduate 29% 34%* 50% Diploma / Undergraduate Schooling upto 12 yrs Uneducated 12% 10% 31%* 24%* 11%* Less than 3rd of mobile internet users in France are Graduates or Post-Graduates *EUROPE THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 6
  7. 7. Occupation 22% Student 13%* 35% Full-time job 33%* 12% Housewife 7% 60% 10% Business 6% Earning class 8%* 13%* Currently not working 12%* 12%* 8% Self Employed Professional Part-time job 3 out of 5 mobile internet users in France belong to earning class 9%* *EUROPE THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 7
  8. 8. CONSUMPTION PATTERN THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 8
  9. 9. Mobile content downloaded in the last month 86% 25% 33% 31% Game / App Video Music Themes 78%* 35%* 38%* 6 out of 7 mobile internet users have downloaded a game or app in the last month 31%* *EUROPE THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 9
  10. 10. Users love mobile ads that help them... 59% Download mobile content Find a good deal on something Learn about a brand Locate something nearby 29% 39% 56%* 38%* 37%* 45% 42%* 3 out of 5 mobile internet users find mobile ads very helpful in downloading mobile content *EUROPE THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 10
  11. 11. PURCHASING POWER THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 11
  12. 12. Product Ownership High incidence of payment cards amongst mobile internet users in France Computers Tablets 80% 35% 87% 67% 64% 65%* 42%* 76%* 52%* 51%* Consumer Durables Automobiles Payment Cards Connected Devices *EUROPE THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 12
  13. 13. Affluent Lifestyle 51% Restaurant Movie Theatre Shopping Mall / Market 37% 47%* 41%* 78% 76%* 4 out of 5 mobile internet users in France have been to a shopping mall/ market in the last month *EUROPE THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 13
  14. 14. About the study The Mobile Internet Consumer report produced by MMA & Vserv.mobi is based on a primary survey of over 3000 mobile web & app users. The survey was conducted using random sampling for natural representation of the target group across 6 key countries in Europe – France, Germany, Italy, Russia, Spain and UK. The overall Europe averages were weighted as per the regional composition of mobile internet users in each focus country. To know more about The Mobile Internet Consumer report, please write to us at insights@vserv.mobi or visit vserv.mobi/insights
  15. 15. About the Mobile Marketing Association (MMA) The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.
  16. 16. About Vserv.mobi Vserv.mobi is an Award Winning Mobile Advertising Exchange focused on Emerging Markets, that maximizes value of mobile media for advertisers, developers, publishers and telecom operators. Powered by award winning AudiencePro™ and AppWrapper™ platforms, Vserv.mobi has delivered mobile advertising experiences for leading Fortune 500 brands & digital media companies, across 200 countries. AudiencePro’s audience targeting capabilities and AppWrapper’s "One Click" SDK integration for App Developers continue to empower the mobile ecosystem. The company has a global presence, with offices across USA, UK, South Africa, India, Singapore, Indonesia, Malaysia & Vietnam. Funded by IDG ventures, Vserv.mobi was founded in January 2010. Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi

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