SpainMobile Life 2012 | Spain Report       ©TNS 2012
Mobile Life draws on the behaviours,motivations and priorities of 48,000 people in 58 countries, to develop recommendation...
Questions this report will address                      What are the mobile platforms and services that are driving       ...
Mobile Life is based on 48,000 conversations in 58 countries, designed tocapture the entire population of mobile users in ...
Representative across 16-60 yr olds; both mobile phone owners andnon-owners; boosted sample in key marketsCOUNTRY         ...
Market classificationDeveloped marketsAustralia, Belgium, Canada, Czech Republic, Denmark, Finland, France,Germany, Greece...
Glossary of terms                              Augmented reality uses the mobile’s camera to generate a view of life that ...
Glossary of terms                              The front page of the majority of social networks, which details the activi...
Executive summary   1.         Spaniards command the highest tech device ownership; indicating preference of specialized  ...
Executive summary   5.    Content and OS have built strong equity in Spain. Equity of OS is especially high amongst       ...
Executive summary   9.    Adoption of mobile as path to purchase is higher than global average in Spain. Both         smar...
Contents1                                               5The Device Ecosystem                       13   M-Commerce       ...
1The Device Ecosystem        ©TNS 2012      13
Mobile devices such as laptops, smartphones and tablets have the strongestintention to purchaseDevice ownership and likeli...
Although mobiles are the dominant device in Spain, smartphones andtablets have the strongest potential for growthDevice ow...
10                                                                             0                                          ...
General technology ownership in general is stronger in Spain than otherEuropean marketsDevice ownership                   ...
Smartphone would be driven by those in the age band of 16-21 years;Ownership of tablets is expected to be driven by males ...
The ability to surf the internet as well as email and messaging servicesdrives the prioritization of smartphonesDevice ado...
In addition, smartphones are also considered as a good upgrade option over    current device      Reasons for smartphone d...
Spaniards intend to buy a tablets owing to its ability to surf the internet on     the go       Reasons for tablet desire ...
Those planning to buy a desktop wish to upgrade their existing system and    to surf the internet      Reasons for desktop...
Laptops gain relevance amongst Spanish users by enhancing their ability to    surf the internet      Reasons for laptop de...
The extreme portability of the netbook, particularly in accessing online    content is a key driver of choice in Spain    ...
In addition to strong intention to purchase, tablet ownership rates aredouble that of other European marketsTablet ownersh...
Consumers in Spain consider tablets as an additional deviceReasons for buying a Tablet (Tablet owners and intenders)      ...
Tablets are used to access internet and send emailsActivities carried out on tablets          Current ownership           ...
Tablets are primarily connected via WiFiTablet connectivity – Spain                                                       ...
Mobiles and PCs (Laptops & Desktops) tend to be used for differentactivities in SpainPreferred devices for activities     ...
Laptops have become more entrenched across demographics; mobiles and smartphones have enabled creating a personal space ar...
The Device EcosystemMobile devices, such as smartphones,     Ensure these compelling devices are offered totablets and lap...
2The Mobile Market      ©TNS 2012     32
Nokia dominates the handset market in Spain followed by SamsungHandset market share                                       ...
However, HTC and Apple enjoy high commitment from their users                                   % users                   ...
Touchscreens are expected to continue their dominance in Spain                   Current form factor                      ...
Low mobile lifecycles, especially among younger consumers, will furtherfacilitate the adoption of smartphonesAverage mobil...
Males and those in the aged above 31 years are willing to spend more ontheir next phonesPrice of handsets owned and desire...
Post-paid plans dominate the market; however a high share of users do nothave a data package                          Paym...
Interest for Dual SIM phones is high as it helps in maintaining work lifebalanceDual SIM Capability                       ...
Relatively high smartphone ownership in Spain is driven by 22-30 year oldsand males consumersSmartphone ownership       % ...
In addition, a further 15% of consumers are able to access the mobileinternet through advanced feature phonesPhone level10...
Tns mobile life  2012 spain
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Tns mobile life 2012 spain

  1. 1. SpainMobile Life 2012 | Spain Report ©TNS 2012
  2. 2. Mobile Life draws on the behaviours,motivations and priorities of 48,000 people in 58 countries, to develop recommendations on activating a business and marketing strategy via mobile ©TNS 2012
  3. 3. Questions this report will address What are the mobile platforms and services that are driving consumer engagement today and which are most likely to grow in the future? How are consumers behaving on mobile and what opportunities do these behaviours present to brands? How can Iuse mobile to What impact is mobile having in the retail channel and howhelp grow my can brands make the most of this? business? How will ‘mobile wallet’ change consumer behaviours? And what actions should brands take to plan for this today? What other devices are people using and how will increased uptake of tablets change the environment further? ©TNS 2012
  4. 4. Mobile Life is based on 48,000 conversations in 58 countries, designed tocapture the entire population of mobile users in each market EuropeNorth America Asia and Middle-East Covered in 2011 & 2012 (39) BelgiumCanada China Czech Republic New for 2012 (19)USA Hong Kong Denmark India FinlandLatin America Indonesia FranceArgentina Israel GermanyBrazil Japan GreeceChile Malaysia HungaryColombia Pakistan IrelandMexico Philippines Italy Saudi Arabia NetherlandsAfrica Singapore NorwayCameroon South Korea PolandCote D’Ivoire Taiwan PortugalEgypt Thailand RomaniaGhana Turkey RussiaKenya UAE SlovakiaNigeria Vietnam SpainSenegal SwedenSouth Africa Australasia SwitzerlandTanzania Australia UkraineUganda New Zealand UK Local Report 2012 - Spain ©TNS 2012 4
  5. 5. Representative across 16-60 yr olds; both mobile phone owners andnon-owners; boosted sample in key marketsCOUNTRY SAMPLE METHODOLOGY COUNTRY SAMPLE METHODOLOGYArgentina 500 50% online | 50% Web CLT Mexico 998 50% online | 50% Web CLTAustralia 999 Online Netherlands 501 OnlineBelgium 801 Online New Zealand 508 OnlineBrazil 1595 50% online | 50% Web CLT Nigeria 1601 F2FCameroon 615 F2F Norway 517 OnlineCanada 998 Online Pakistan 506 F2FChile 486 50% online | 50% Web CLT Philippines 500 F2FChina 3499 F2F Poland 502 F2F CAPIColumbia 501 50% online | 50% Web CLT Portugal 502 F2F CAPICoteD’Ivoire 501 F2F Romania 500 F2F Web CLTCzech Republic 501 Online Russia 1001 F2F Web CLTDenmark 502 Online Saudi Arabia 500 F2FEgypt 1063 F2F Senegal 534 F2FFinland 500 Online Singapore 500 OnlineFrance 1031 Online Slovakia 499 OnlineGermany 1002 Online South Africa 1020 F2FGhana 526 F2F Spain 506 OnlineGreece 503 F2F CAPI Sweden 532 OnlineHong Kong 499 Online Switzerland 501 OnlineHungary 511 F2F CAPI Taiwan 511 OnlineIndia 5466 F2F Tanzania 502 F2FIndonesia 1498 F2F Thailand 1000 F2FIreland 526 Online Turkey 999 F2F CAPIIsrael 503 Online UAE 500 F2F PAPIItaly 1000 Online Uganda 500 F2FJapan 498 Online UK 499 OnlineKenya 709 F2F Ukraine 507 F2F Web CLTKorea 501 Online USA 1506 OnlineMalaysia 502 Online Vietnam 499 F2F Local Report 2012 - Spain ©TNS 2012 5
  6. 6. Market classificationDeveloped marketsAustralia, Belgium, Canada, Czech Republic, Denmark, Finland, France,Germany, Greece, Hong Kong, Ireland, Israel, Italy, Japan, Korea, Malaysia,Netherlands, New Zealand, Norway, Portugal, Russia, Singapore, Slovakia,Spain, Sweden, Switzerland, Taiwan, UAE, UK, USAEmerging tier 1 markets Each market is classifiedArgentina, Brazil, Chile, China, Columbia, Egypt, Hungary, Indonesia, Mexico, into tiers using the WorldPoland, Romania, Saudi Arabia, South Africa, Turkey, Ukraine Bank system for grouping, also taking into account the market mobile penetration.Emerging tier 2 marketsCameroon, CoteD’Ivoire, Ghana, India, Kenya, Nigeria, Pakistan, Philippines,Senegal, Tanzania, Thailand, Uganda, Vietnam Local Report 2012 - Spain ©TNS 2012 6
  7. 7. Glossary of terms Augmented reality uses the mobile’s camera to generate a view of life that combines Augmented reality reality and virtual scenes – it augments the scene with additional information A mobile phone that does not have an advanced OS and therefore not capable of Advanced feature phone running applications, but is capable of connecting to the internet Applications are software programmes that allow you to do a variety of activities Applications such as playing games or getting news updates A basic mobile phone that does not have access to the internet or advanced OS Basic feature phone functionality (such as applications). Also called a "dumb phone" Websites where products and services can be bought at significantly reduced prices Group buying on the condition that a minimum number of buyers make the purchase % of a total population with access to the internet, either through fixed line or Internet penetration wireless. Services which use a mobile device’s geographical location to provide services which Location-based services are relevant to a person’s current location. Checking bank accounts and using online payment mechanisms using specific apps Mobile banking or dedicated websites on your mobile phone Mobile data allows you to access the internet via your phone and is used for any Mobile data online services, including giving you access to emails, use apps, social networking functions and also some games Where you can pay for products and services via a mobile phone app, or by touching Mobile wallet your mobile phone to a sensor A small Notebook computer that is designed for mobile internet access. It is smaller Netbook in size than a standard notebook and has less processing power Local Report 2012 - Spain ©TNS 2012 7
  8. 8. Glossary of terms The front page of the majority of social networks, which details the activities of Newsfeed friends and brands users are connected to The main software on the phone that allows you to navigate through features and Operating system services, and also load applications The route that shoppers take from discovering a product (or need for a product), Path to Purchase through to actual purchase of a product. Push to talk functions similar to walkie-talkie, but over a cellular phone network – Push to talk by holding down a button on the phone, you can talk to one or many people QR codes are similar to barcodes and can be scanned with your smartphone to QR codes provide information such as product price, link to websites, or activate phone functions such as email, IM and SMS An advanced mobile phone that allows you to access the internet and data services, Smartphone such as email and applications. It typically has a touchscreen or QWERTY keyboard Web-based applications which allow the creation and exchange of content, as well Social media as online conversations e.g. Facebook, YouTube, Twitter An online service, platform, or site which acts as a central location for people to Social networks connect – often with those who share interests/activities e.g. Facebook, MySpace, Renren Tethering involves using the internet connection of your mobile phone to connect Tethering another device, for example your laptop, netbook or tablet to the internet Widgets are applications that run and display on the phone’s main screen only – Widget they save the need to open an application Local Report 2012 - Spain ©TNS 2012 8
  9. 9. Executive summary 1. Spaniards command the highest tech device ownership; indicating preference of specialized devices for specific activities. Nevertheless mobile stands out as the most owned device and smartphone is the most prioritized device, as majority of consumers are looking for upgrading their device 2. Tablet is owned by sizeable proportion of the population and is amongst the highest in Spain. It however is considered as an additional device enabling surfing internet on the go 3. With a significant smartphone ownership in Spain (49%), another 15% of consumers are accessing the mobile web via advanced feature phones. With sizeable data usage, marketers need to push data friendly plans 4. Nokia is the key handset brand in Spain followed by Samsung. Android is the dominant OS brand – however brands need to ensure that their mobile offerings are accessible across platforms so as to maximise consumer appeal Local Report 2012 - Spain ©TNS 2012 9
  10. 10. Executive summary 5. Content and OS have built strong equity in Spain. Equity of OS is especially high amongst those aged 22-30 and males. As smartphone ownership explodes and users become more educated, the influence of OS on their decision will increase further 6. Multimedia and communication features are reaching saturation in Spain and there is a strong desire for advanced features such as home control and reading eBooks 7. Consumers in Spain are showing a shift from the traditional way (voice calling), and have strongly adopted data-based communication methods especially females and those aged 21- 30. Network providers need to accordingly position their offerings to capture this opportunity Adoption level for M-commerce and mobile wallet is significantly high in Spain owning to high 8. penetration of smartphones and high internet access. Convenience and anytime anywhere usage are major drivers for mobile banking. But security concerns need to be addressed. Spaniards also give value to that personal touch offered by conventional banking Local Report 2012 - Spain ©TNS 2012 10
  11. 11. Executive summary 9. Adoption of mobile as path to purchase is higher than global average in Spain. Both smartphones and advanced feature phone users drive the mobile path to purchase. It is mainly driven by price comparison applications10. Spain has a strong group buying culture and at the same time also has a high interest level for redeeming coupons. Consumers are driven by getting good deal, saving money and get benefited by discounts For a brand to retain a place on an individual’s personal mobile space, it must provide11. content that adds value. The best way for a brand to do this is by providing mobile solutions that address one or more of the core values: Experience, Convenience, Independence, Transparency or Relevance 73% of mobile users in Spain are interested in using mobile banking because of convenience;12. 50% of those who use location based services do so for navigation purposes – these are some key ways in which mobile solutions can deliver on core consumer values within the Spain market Local Report 2012 - Spain ©TNS 2012 11
  12. 12. Contents1 5The Device Ecosystem 13 M-Commerce 762 6The Mobile Market 32 Mobile in the Path to Purchase 873 7The Decision Making Process 45 The role of mobile in business & advertising 1004Current and Future Trends 59 Local Report 2012 - Spain ©TNS 2012 12
  13. 13. 1The Device Ecosystem ©TNS 2012 13
  14. 14. Mobile devices such as laptops, smartphones and tablets have the strongestintention to purchaseDevice ownership and likelihood to buy 70 60 50 Likely to buy 40 30 Tablet Smartphone Laptop computer 20 Internet enabled eReader Portable gaming TV/HDTV MP3 player Desktop computer 10 device Digital camera Digital Media GPS device Adapter Netbook Gaming console DVD player Video Camera 0 0 10 20 30 40 50 60 70 80 90 100 Current ownership A1a. Mobile ownership | A2a. Time until next purchase | B1. Device ownership | B2. Device likely to buy (within next 6 months) Base: All respondents – Spain 506 Local Report 2012 - Spain ©TNS 2012 14
  15. 15. Although mobiles are the dominant device in Spain, smartphones andtablets have the strongest potential for growthDevice ownership and intention to buy in next 6 months 9 18 22 9 21 99 69 73 49 23 14 Mobile Desktop Laptop Smartphone Netbook Tablet Ownership Intention to buy (next 6 months) B1. Device ownership | B2. Device intention to buy (in next 6 months) Bases: All respondents : Spain 506 Local Report 2012 - Spain ©TNS 2012 15
  16. 16. 10 0 1 2 3 4 5 7 8 9 6 Uganda Tanzania Kenya Pakistan Senegal CoteD’Ivoire Cameroon Vietnam Nigeria Ghana©TNS 2012 India Philippines Egypt Indonesia Ukraine Number of technology devices owned China Thailand Colombia Romania South Africa Malaysia Local Report 2012 - Spain Argentina Mexico Turkey Brazil Mobile ownership (%) Russia Poland Chile Hungary Slovakia Emerging Saudi Arabia Taiwan GDP per capita Czech Republic South Korea Portugal Greece Mobile Ownership Vs. Technology Device Ownership - Global Israel New Zealand Developed Spain Hong Kong preference of specialized devices for specific activities Italy UK France Germany Australia Japan Singapore Belgium Ireland Finland Spaniards command the highest tech device ownership; indicating Netherlands Canada USA Sweden Denmark UAE Switzerland R² = 0.7626 Norway16 0% 10% 20% 30% 40% 50% 70% 80% 90% 60% 100%
  17. 17. General technology ownership in general is stronger in Spain than otherEuropean marketsDevice ownership 99 69 73 49 23 14 98 58 56 30 13 7 92 46 36 28 7 5 Mobile Desktop Laptop Smartphone Netbook Tablet Spain Europe Global B1. Device ownership Base: All respondents – Spain 506 | Europe 14443 | Global 47577 Local Report 2012 - Spain ©TNS 2012 17
  18. 18. Smartphone would be driven by those in the age band of 16-21 years;Ownership of tablets is expected to be driven by males and those in the ageband of 31-40 years 27 33 33 30 35 37 34 34 35 41 9 7 10 16 19 5 20 17 16 21 29 4 15 8 6 3 5 4 3 21 6 5 5 5 5 6 3 8 2 8 21 16 11 18 9 15 19 13 20 14 32 23 26 21 21 20 21 17 13 13 Global Europe Spain Male Female 16-21 22-30 31-40 41-50 51-60 Smartphone Laptop Desktop Netbook Tablet Others B3. Device most likely to buy Base: All respondents – Spain 362 Local Report 2012 - Spain ©TNS 2012 18
  19. 19. The ability to surf the internet as well as email and messaging servicesdrives the prioritization of smartphonesDevice adoption Smartphone Laptop Desktop Netbook Tablet 73 69 73% 49 Ownership 23 14 Own a Laptop Intention 22% 22 18 9 9 21 Intend to buy a smartphone Prioritization 21% 21 15 19 Would buy a smartphone if 6 4 they could only buy one device 39 34 To surf the internet 31 Top 5 24 22 Im looking to upgrade my current device To access my email and messaging services reasons To access apps that are relevant to me To use and access social networking sites B1. Device ownership | B2. Device likely to buy | B3. Device most likely to buy | B5a. Reasons for purchasing a smartphone next Base: All respondents – Spain 506 Local Report 2012 - Spain ©TNS 2012 19
  20. 20. In addition, smartphones are also considered as a good upgrade option over current device Reasons for smartphone desire Global Europe Spain To surf the internet 36 38 39 Looking to upgrade current device 30 32 34 To use whenever / wherever I am 22 22 21Access the latest features / services 19 13 12 For email and messaging services 15 24 31 For entertainment features 15 6 7 To assist in my work life 15 16 19 Allows me to connect to friends 13 11 17 To help manage my life better 12 11 13 More affordable than alternatives 11 5 4 To use social networking sites 11 11 22 To access apps relevant to me 11 18 24 To use different applications 11 17 19 To use its digital camera 10 8 7 To keep up to date 10 8 5 Because it is/will be fun to use 9 10 5 Because it is/ will be easy to use 7 9 5 Because everyone wants one 5 5 1 For gaming 4 4 2 B5a. Reasons for purchasing a smartphone next Base: Smartphone intenders (next 6 months) – Global 8228 | Europe 2135 | Spain 110 Local Report 2012 - Spain ©TNS 2012 20
  21. 21. Spaniards intend to buy a tablets owing to its ability to surf the internet on the go Reasons for tablet desire Global Europe Spain To surf the internet 32 33 33 To use whenever / wherever I am 29 29 32 To assist in my work life 17 15 13 For entertainment features 12 5 11Access the latest features / services 12 6 4 Because it is/will be fun to use 10 14 5 For email and messaging services 9 11 18 To access apps relevant to me 9 9 10 To help manage my life better 8 6 7 Because it is/ will be easy to use 8 12 9 To use social networking sites 8 8 5 To use different applications 7 8 7 To keep up to date 7 6 6 Allows me to connect to friends 6 6 8 For gaming 5 5 4 More affordable than alternatives 5 3 2 Because everyone wants one 3 3 2 To use its digital camera 3 2 2 Looking to upgrade current device 2 3 6 B5b. Reasons for purchasing a tablet next Base: Tablet intenders (next 6 months) – Global 5835 | Europe 2052 | Spain 107 Local Report 2012 - Spain ©TNS 2012 21
  22. 22. Those planning to buy a desktop wish to upgrade their existing system and to surf the internet Reasons for desktop desire Global Europe Spain To surf the internet 33 29 30 To assist with my/my familys education 18 10 2 Im looking to upgrade my current… 17 29 37 More affordable than alternatives 17 7 16 To assist in my work life 15 13 10 For entertainment features 15 5 6 Because it can be shared at home and with… 13 15 10 To access latest features & services 12 5 2 To help manage life better 11 8 16 For gaming 10 13 12 To connect with friends in many ways 9 6 2 To watch movies and TV shows 9 8 11 Keep up to date with going ons 8 7 6 To access email / messaging services 8 9 15 To use whenever / wherever I am 8 4 4 To use / access SNS 7 4 3Because it has a bigger screen than a tablet 6 12 14It enables me to edit and change documents 6 9 10 Because it is/ will be easy to use 5 5 7 B5a. Reasons for purchasing a desktop computer next Base: Tablet intenders (next 6 months) – Global 3409 | Europe 789 | Spain 47 Local Report 2012 - Spain ©TNS 2012 22
  23. 23. Laptops gain relevance amongst Spanish users by enhancing their ability to surf the internet Reasons for laptop desire Global Europe Spain To surf the internet 36 33 37 To use whenever / wherever I am 31 27 27 To assist in my work life 23 23 22 To assist with my/my familys education 14 10 12 To access latest features & services 14 6 7 For entertainment features 12 4 3 Im looking to upgrade my current… 11 19 31 Because it can be shared at home and with… 10 15 11 More affordable than alternatives 10 6 4 To help manage life better 10 7 7 To connect with friends in many ways 8 5 5 Because it is/ will be easy to use 8 14 6 Keep up to date with going ons 8 5 5 To access email / messaging services 8 10 13 To watch movies and TV shows 8 8 6 To use / access SNS 7 7 5It enables me to edit and change documents 6 8 13It enables me to do more than a smartphone… 5 6 11 For gaming 5 7 5 B5a. Reasons for purchasing a laptop next Laptop intenders (next 6 months) – Global 7743 | Europe 1938 | Spain 92 Local Report 2012 - Spain ©TNS 2012 23
  24. 24. The extreme portability of the netbook, particularly in accessing online content is a key driver of choice in Spain Reasons for netbook desire Global Europe Spain To use whenever / wherever I am 32 37 37 To surf the internet 32 32 35 To assist in my work life 19 17 4 Because it is/ will be easy to use 12 16 6 More affordable than alternatives 10 13 25 To assist with my/my familys education 10 7 6 To access email / messaging services 10 11 19 Because it can be shared at home and with… 9 9 5 For entertainment features 9 6 5 To help manage life better 9 7 6It enables me to do more than a smartphone… 8 8 14 To access latest features & services 8 5 5It enables me to edit and change documents 8 12 14 To connect with friends in many ways 8 4 5 Keep up to date with going ons 8 7 4 To use / access SNS 7 6 3 To watch movies and TV shows 7 7 6 Im looking to upgrade my current… 7 6 8 Because it has a bigger screen than a… 6 7 3 B5a. Reasons for purchasing a netbook next Netbook intenders (next 6 months) – Global 2248 | Europe 717 | Spain 44 Local Report 2012 - Spain ©TNS 2012 24
  25. 25. In addition to strong intention to purchase, tablet ownership rates aredouble that of other European marketsTablet ownership and intention to buy in next 6 months Global 5 10 3 Europe 7 15 6 Spain 14 21 10 Male 18 28 10 Female 9 15 11 16-21 13 16 16 22-30 16 22 31-40 13 29 41-50 12 22 6 51-60 15 14 8 2012 intention 2012 ownership 2011 ownership B1. Device ownership | B2. Intention to buy device Base: All respondents 2012: Global 47577 Europe 14443 Spain 506 Male 262 Female 244 16-21 75 22-30 109 31-40 117 41-50 89 51-60 116 2011: Global 34433 Europe 4030 Spain 517 Male 258 Female 259 16-21 68 22-30 107 31-40 127 41-50 125 51-60 90 Local Report 2012 - Spain ©TNS 2012 25
  26. 26. Consumers in Spain consider tablets as an additional deviceReasons for buying a Tablet (Tablet owners and intenders) % Spain 2011 27 58 3 Spain 2012 8 78 11 Male 10 72 14 Female 5 90 5 16-21 8 76 8 22-30 4 88 4 31-40 8 80 11 41-50 10 66 20 51-60 13 81 6 To replace a PC As an additional device To replace a mobile/smartphone B8/9. Reason for buying a Tablet Base: Tablet owners and intenders 2012: Spain 107 | Male 70 | Female 37 | 16-21 12 | 22-30 24 | 31-40 35 | 41-50 20 | 51-60 16 2011:Spain 52 | Male 25 | Female 27 | 16-21 11 | 22-30 14 | 31-40 13 | 41-50 7 | 51-60 7 Local Report 2012 - Spain ©TNS 2012 26
  27. 27. Tablets are used to access internet and send emailsActivities carried out on tablets Current ownership 14 34 30 27 53 12 24 20 15 51 10 39 26 86 For Watch Instant For Edit Standalo Listen to For Access To take To take organisat TV / Messagin social Email documen ne music business internet photos videos ion video g gaming ts games 5 39 31 29 48 25 32 23 19 50 18 23 33 95 Spain Global B1. Tablet ownership | B10. Tablet usage Base: Tablet owners – Global 2982 | Spain 71 Local Report 2012 - Spain ©TNS 2012 27
  28. 28. Tablets are primarily connected via WiFiTablet connectivity – Spain Tablet connectivity – other markets % 82 78 75 88 27 28 28 26 17 12 12 13 12 12 14 9 % Global Developed Europe Via WiFi Via 3G/4G Via cable connection to computer Synced to a smartphone B11. Tablet internet connection Base: Tablet owners – Spain 71 | Global 2982 | Developed 2263 | Europe 1099 Local Report 2012 - Spain ©TNS 2012 28
  29. 29. Mobiles and PCs (Laptops & Desktops) tend to be used for differentactivities in SpainPreferred devices for activities Use GPS 53 12 4 8 4 % Listening to music 44 10 5 15 12 Instant Internet 17 5 20 7 Use calendar 42 13 5 17 11 Bluetooth transfers 41 8 5 18 10 Instant messaging 34 10 6 23 17 Video calling 29 11 5 25 16 Bluetooth connectivity 26 13 6 20 12 Manage life 24 17 6 24 16 VoIP 21 11 5 31 18 Download apps 19 11 3 24 30 Optimise work 18 16 8 28 16 Stream music 17 13 6 31 22 Social networking 16 14 6 32 21 Send / receive emails 16 11 7 33 26 Playing games 14 13 5 23 30 Photos and videos 9 12 4 33 35 Browse Internet 8 13 7 39 27 Mobile banking 8 9 6 33 34 Download content 6 7 4 33 38 Read eBooks 5 42 13 10 8 View / edit documents 5 9 5 38 36 Online shopping 4 10 7 36 29 Watch TV / videos / movies 4 12 5 35 33 Stream TV / movies 4 12 4 37 30 Prefer Mobile /Smartphone Prefer Tablet Prefer Netbook Prefer Laptop Prefer Desktop B19. Device Preference Base: Mobile users – 501 Local Report 2012 - Spain ©TNS 2012 29
  30. 30. Laptops have become more entrenched across demographics; mobiles and smartphones have enabled creating a personal space around entertainment and basic computing requirements Preferred devices for activities Global Developed Europe Spain Male Female 16-21 22-30 31-40 41-50 51-60 Listen to MP3sInstant internet access Instant messaging Calendar Bluetooth transfers Manage life better Bluetooth connectivity GPS Video calling Optimise work day Play games Edit/manage photos & videos Download content Read eBooks Download applications Send / receive emails Social network VoIP Stream music Internet bankingView & edit documents Stream TV Watch TV, videos & movies Online shopping Browse internet Mobile phone/Smartphone Tablet Desktop computer Laptop B19. Device Preference Base: Mobile users – Global 44220 | Developed 18950 | Europe 14183 | Spain 501 | Male 258 | Female 243 | 16-21 75 | 22-30 116 | 31-40 108 | 41-50 88 | 51-60 114 Local Report 2012 - Spain ©TNS 2012 30
  31. 31. The Device EcosystemMobile devices, such as smartphones, Ensure these compelling devices are offered totablets and laptops, have the consumers, especially when providing internet accessstrongest intention to purchase while on-the-go The penetration of these new age devices is expected toSsmartphones and tablets are the be driven by the desire to surf the internet. Marketersmost prioritized devices in Spain need to keep innovating to enrich this experience. As an additional device, tablets are mostly used forNevertheless, tablets are considered accessing internet and for email, and preferred to bean additional device in the repertoire connected to internet via WiFi Laptops and mobiles can operate in harmony with eachMobile and laptops are preferred for other – the mobile will be preferred for access to servicesdifferent activities while on-the-go Local Report 2012 - Spain ©TNS 2012 31
  32. 32. 2The Mobile Market ©TNS 2012 32
  33. 33. Nokia dominates the handset market in Spain followed by SamsungHandset market share 13 10 19 4 0 5 6 31 3 4 5 9 10 5 5 5 5 7 4 5 7 5 17 25 4 8 7 22 14 38 37 23 25 Global Developed Europe Spain Nokia Samsung Motorola LG Sony Ericsson Apple Blackberry HTC Sharp Huawei Panasonic Fujitsu Tecno Other C4. Main handset brand used Base: Mobile users – Global 44220 | Developed 18950 | Europe 14183 | Spain 501 Local Report 2012 - Spain ©TNS 2012 33
  34. 34. However, HTC and Apple enjoy high commitment from their users % users % users committed to the brand % % Nokia 25 Nokia 58 Samsung 14 Samsung 42 Sony Ericsson 8 Sony Ericsson 45 LG 7 LG 21 Blackberry 5 Blackberry 55 HTC 5 HTC 70 Apple 5 Apple 62 Motorola 2 Motorola Huawei 1 Huawei C4. Main handset brand used | CM - Brand Commitment - Handset brands Base: Mobile users – Spain 501 Local Report 2012 - Spain ©TNS 2012 34
  35. 35. Touchscreens are expected to continue their dominance in Spain Current form factor Intended next form factor % 4 6 % 2 10 9 11 3 14 3 3 17 3 4 26 24 9 32 1 2 6 44 8 1 41 2 10 7 2 3 3 1 2 8 6 43 6 2 1 34 9 4 20 18 1 2 10 5 3 9 8 6 5 5 4 Global Europe Spain Global Europe Spain Clam or flip phone Candy Bar or Straight phone Slider phone Side slider phone Swivel flip Bar with QWERTY keypad Bar with touchscreen Slider with QWERTY keypad Bar with touchscreen and QWERTY keypad C20. Form factor owned | C20a. Form factor likely to be purchased next Base: Mobile users – Global 44220 | Europe 14183 | Spain 501 Local Report 2012 - Spain ©TNS 2012 35
  36. 36. Low mobile lifecycles, especially among younger consumers, will furtherfacilitate the adoption of smartphonesAverage mobile lifecycles - months Smartphone penetration Global 37 42 30% Europe 37 48 31% Spain 31 41 49% Male 28 40 56% Female 34 43 43% 16-21 28 46 52% 22-30 26 32 64% 31-40 32 32 55% 41-50 30 51 45% 51-60 38 49 30% 2012 2011 C12. Time owned current handset | C13. Time until new handset | B1. Device (smartphone) ownership Base: Mobile users 2012: Global 44220 | Europe 14183 | Spain 501 | Male 258 | Female 243 | 16-21 75 | 22-30 108 | 31-40 116 | 41-50 88 | 51-60 114 2011: Global 29777 | Developed 10183 | Europe 3947 | Spain514 | Male 258 | Female 256 | 16-21 67 | 22-30 107 | 31-40 125 | 41-50 124 | 51-60 90 Local Report 2012 - Spain ©TNS 2012 36
  37. 37. Males and those in the aged above 31 years are willing to spend more ontheir next phonesPrice of handsets owned and desired (USD) 2.8 269 245 227 229 185 194 181 190173 155 173 156 182163 148 145 129 136 130 135 133 124 143 143 127 134 114 119 121108 115 107 103 Global Developed Europe Spain Male Female 16-21 22-30 31-40 41-50 51-60 Price willing to pay for next phone - $USD Price paid for phone $USD Price paid for phone 2011 $USD C5. Price paid for phone (USD) | C14. Amount likely to pay for next phone (USD) Base: Mobile users 2012: Global 44220 | Developed 18950 | Europe 14183 | Spain501 | Male 258 | Female 243 | 16-21 75 | 22-30 108 | 31-40 116 | 41-50 88 | 51-60 114 2011: Global 29777 | Developed 10183 | Europe 3947 | Spain514 | Male 258 | Female 256 | 16-21 67 | 22-30 107 | 31-40 125 | 41-50 124 | 51-60 90 Local Report 2012 - Spain ©TNS 2012 37
  38. 38. Post-paid plans dominate the market; however a high share of users do nothave a data package Payment plan Data package % 11 18 14 28 7 9 80 42 Pre-paid Post-paid Other or combination Don’t Know Pay as you go data bundle Monthly data subscription - unlimited data allowance Monthly data subscription - capped data allowance Don’t know Don’t have a data package C16. Payment type | C17a. Data package type Base: Mobile users – Spain 501 Local Report 2012 - Spain ©TNS 2012 38
  39. 39. Interest for Dual SIM phones is high as it helps in maintaining work lifebalanceDual SIM Capability Reasons for use / interest 62 % % Maintain business & personal number 46 26 12 Saves money 28 Take advantage of operator deals 25 It helps me manage my life 17Interest Usage One SIM for voice / another for data 27 24 To use phone in different cities 13 36 45 64 Share the phone with other people 16 31 Switch between GSM and CDMA 4 Yes No Don’t know C1a. Dual SIM capabilities | C1b. Interest in dual SIM capabilities | C1d. Usage of dual SIM capabilities Base: Mobile users – Spain 501 | Users with Dual SIM 61 | Users without Dual SIM 440 | Dual SIM users or those interested in dual SIM 221 Local Report 2012 - Spain ©TNS 2012 39
  40. 40. Relatively high smartphone ownership in Spain is driven by 22-30 year oldsand males consumersSmartphone ownership % 64 56 55 52 49 45 43 39 30 31 30 Global Developed Europe Spain Male Female 16-21 22-30 31-40 41-50 51-60 B1. Device ownership (smartphone) Base: Mobile users – Global 44220 | Developed 18950 | Europe 14183 | Spain 501 | Male 258 | Female 243 | 16-21 75 | 22-30 108 | 31-40 116 | 41-50 88 | 51-60 114 Local Report 2012 - Spain ©TNS 2012 40
  41. 41. In addition, a further 15% of consumers are able to access the mobileinternet through advanced feature phonesPhone level100% 93 77 78 73 75 78 82 81 56 66 60 57 74 64 77 68 63 71 59 71 61 68 32 59 56 50 58 48 52 47 54 49 43 36 30 45 40 45 47 43 48 38 43 44 39 31 36 33 32 34 30 28 27 28 25 16 13 1390% 580% 11 1370% 9 11 1460% 13 14 13 17 15 1650% 9 15 22 8 13 7 17 11 13 31 16 2040% 14 19 26 19 15 20 12 21 1230% 44 16 17 10 9 20 7 1720% 8 18 5 14 18 20 26 28 8 31 13 18 16 12 810% 16 5 3 6 9 9 10 10 10 11 13 14 14 15 17 18 18 18 19 20 21 22 22 22 25 25 27 30 31 33 33 33 34 37 38 38 39 39 41 41 45 45 45 45 46 47 47 47 49 51 51 53 56 58 59 63 64 73 74 82 0% Greece Uganda Vietnam Spain Australia Romania France UK New Zealand Italy Pakistan Poland Senegal Turkey Hungary Japan Nigeria Argentina Mexico Slovakia USA Sweden Canada South Africa Philippines China Denmark Malaysia Norway UAE Ghana Chile Korea Cameroon India Ukraine Egypt Indonesia Columbia Taiwan Switzerland Finland Germany Ireland Singapore Tanzania Russia Saudi Arabia Kenya Czech Republic Thailand Brazil Israel Netherlands Hong Kong Belgium Portugal CoteD’Ivoire Smartphone Advanced feature phone Basic feature phone Level of phone ownership Local Report 2012 - Spain ©TNS 2012 41

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