Mobile Revolution Summary

Agenda
MOBILEAND
THE
CONSUMER
BEHAVIOR
MOBILEASA
MEDIAAND
ENTERTAINMENT
MOBILEAND
THE
PURCHASE
BEHAVIOR
MOBILE
SUMUP
1.
2.
3.
4.

GfK FutureBuy®
GfK Consumer Life®
GfK Cross Media Visualizer®
A trend study covering all aspects of consumer
life, providing a broad understanding of
attitudes, behaviors and values around the
world. Conducted in 20 countries including
Latin America – 1500 interviews per country
Annual study to understand the purchase
habits and behavior conducted in 35 countries
including Latin America -– 1000 interviews per
country
Passive Behavior Monitoring Panel – monitors
passively the mobile and online behavior due
to browsers and apps.
Administrated in all Latin America and more
than 20 countries. In Mexico, more than 8200
people in the panel.
Sources

4 Generations analyzed
Source: GfK Consumer Life ® Information Proprietary and Confidential
Gen Z Gen Y Gen X Boomers
à Mid 90’
- Connected to
the advance of
technology
- Over-
communication
àAfter 80’
- Advent of
internet and
new
technologies
- Worried about
social sphere
à End of 60’
until 70’
- Culture and
globalization
- TV
à Mid of 40’
until 60’
- After 2nd
WW
- Resistant to
changes

MOBILE AND THE
CONSUMER
BEHAVIOR

Technology &
Internet
Music 71%
Movies/Films 71%
Internet or World Wide Web 61%
Electronics/ technology 56%
Food/Cooking 53%
Travel 53%
Reading 51%
Wellness/fitness/exercise 47%
Topic of greatest
interest among
Mexicans
above food,
travel and
reading
Source: GfK Consumer Life ®
Information Proprietary and Confidential

Concern of being constantly
accessible
52%
2017
50%
2015
52%
2016
To me, it is important to always
be reachable wherever I am

For generations Z and
Y it increases more
last year…
but equally important for all targets
39%
50%
55%
60%
43%
53% 54%
60%
2015 2017
To me, it is important to always be reachable wherever I am

21%
29% 29%
25%
Gen Z Gen Y
Gen X Boomers
Connectivity is part of everyday life,
which makes it difficult for people to
take a break from technology
38%
difficult to take a
break from
technology
... And they are
willing to learn how
to use new products
If a new technology
product is not simple to use,
I lose interest in it
Specially
X & Y
generations
28%
25% 27%
2015 2016 2017

43%
It is important for Mexicans
to actively manage their
online identity

19
… specially Gen X & Y
41%
45% 45%
38%
Important to actively manage online ID, info
Z Gen Y Gen X Gen Boomers

Smartphones in
Mexicans’ life
or...
... Mexicans’ life
on the
smartphone?

Connectivity seems to be
determinant for products’ usage
SmarTV
Videogame
Tablet
The usage of connected items grows…
(2014-16)
Smartphone 11pp
14pp
15pp
19pp

Smartphones are used for everything, and more
and more...
AVERAGE OF ACTIVITIES
ON SMARTPHONE 10
2014
12
2016

Increases smartphones
usage to…
Get maps/directions
Get information about events
Make or receive video calls
growth of
(2014-16)
Keep up with news, current events 13pp
13pp
13pp
18pp

Z and Y generations are
more engaged…
Make or receive video calls 87% 81%87%87%
Get maps/directions 68% 53%72%75%
Keep up with news, current events 51% 42%63%62%
Z Y X Boom
Get information about events 46% 29%61%62%

Activities through
smartphones
… in Mexicans’ life

Leisure activities also grow
and become part of mobile
growth of
(2014-16)
Share pics/ videos
Social media/ apps
Read e-books 12pp
13pp
14pp

MOBILE AS A
MEDIA AND
ENTERTAINMENT

Recommendation ADs are welcome, but brands ADs are
being less influential in purchase decisions... so making
communication at the right time is essential.
61%
“I like it when a website
keeps track of my
visits and
recommends
things to me
44%
Retailers,
advertisers, and
brands have less
influence on my
purchase decisions
than ever before
Source: GfK Futurebuy®

People are more concerned about the security of
personal information mainly when shopping online 80%
2017
Source: GfK FutureBuy ®

Internet hours spent daily on each device
Security is even more relevant when
people spend more time on their
mobiles, this is a device that contains
more personal information
In just one year the mobile has become even
more relevant by keeping people connected.
1:36 hr1:09 hr
Q4 2016
1:22 Hr
+14 minutes in 1
year
Source: GfK Crossmedia Visualizer ® Q4 2017 Information Proprietary and Confidential

The most popular
applications are those
that allow people to
communicate, express
themselves, get close to
others! As well as having
access to different kind
of information and
content.
The most popular are also those
that are “Free”
99 98 97 95
76
69 68 67
60
53
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Reach of domains and apps on mobile

78%
of the time in the main 7 Apps
79%
of the time in the main 7 Apps
Source: GfK Crossmedia Visualizer ® Q4 2017Information Proprietary and Confidential
Internet hours spent daily on mobile per App-
Evolution
Q4 2016
Q4 2017
+14 minutes in 1 year
1:36 Hr
1:22 Hr
+13 minutes in the
main 7 apps
The social media and
entertainment apps and
domains also are responsible
for 79% of the time spent
connected.Q4 2016 Q4 2017
Others
Others
+2 minutes
+3 minutes
+1 minutes
+3 minutes
+1minutes
+1 minutes
+2 minutes

00:00:00
00:07:12
00:14:24
00:21:36
00:28:48
00:36:00
out/16 nov/16 dez/16 jan/17 fev/17 mar/17 abr/17 mai/17 jun/17 jul/17 ago/17 set/17 out/17 nov/17 dez/17
Internet hours spent monthly on mobile
Whatsapp has consolidated as a main app, today is a tool for sharing
information and content (entertainment) , with the facility to target. The app
usage goes beyond text conversations and calls, because it also has elements
that were once unique to facebook and instagram.

MOBILE AND THE
PURCHASE
BEHAVIOR

Source: GfK FutureBuy®
Omni-channel still dominant shopping
behavior and mobile is the key!
““Using shopping apps.”
“Using a smartphone or tablet
to help me shop.”
Over the years the online experience is
becoming more real on consumer’s minds.
17%
18%
2017
2014
35%
31%
2017
2014

And in Mexico
Mobile Shopper Apps experience is stronger.
Shopping with my smartphone at home
30%
27%

58
Shop Everywhere
The mobile
Revolution

Smartphone
Smartphone was the device with the most
expressive growth when it comes to help
shopping for a product.
43%
69%2017
2014

GEN Z GEN XGEN Y Boomers
Mexico is also spending more
time on smartphones, mainly
among younger generations.
Share of All Online Shopping Activity on
Smartphone (Mexico)
22% 22%
15% 10%
38%
32%
26%
19%
2014 2017

And its usage during shopping is mostly to:
Search for
product
info
25%
Compare
prices
22%
Locate a
store
17%
Access
reviews
16%
Check
availability
of a product
16%

Cash and credit/debit card are the main
important payments form in Mexico…
2017
Debit Card
17%
Credit Card
15%
Cash
57%
Other
1%
Mobile
Device
4%

“I look forward to being able to pay for more and more
transactions from my mobile device.”
Although the
mobile payment
is still very small,
the appetite for
future mobile
payments is
high mostly
among younger
generations.
59% 62% 54% 48%

MOBILE AS A
MEDIA AND
ENTERTAINMENT
MOBILE AND THE
PURCHASE
BEHAVIOR
MOBILE AND THE
CONSUMER
BEHAVIOR
Being connected is always
more and more important
and with it, digital identity
stands out. And more and
more activities are done
through the mobile.
Recommendation Ads are
welcome, especially if
they come within the
context. This is mainly due
to the fact that 8 brands
concentrate reach and
use on the mobile.
Mobile, smartphone as the
main device, is becoming
essential in purchase
behavior. This grows every
year and wishing for the
mobile payment.

Thank you!
Veronica.isunza@gfk.com
@labule
@GfK_Mexico

Mobile Revolution Summary

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