MMA Mobile Report Argentina (short version)

1. IN#PARTNERSHIP#WITH

2. GfK is a global corporation based in Germany since
1934. Listed on the Frankfurt stock exchange for over
80 years, it is a trusted source of relevant information
on markets and consumers, enabling its customers C
retail and industry C to make more assertive decisions
in their daily lives. GfK has more than 13,000 market
research specialists who combine their passion for
what they do with a long and extensive experience in
data science. This allows GfK to provide global
insights combined with local market intelligence in
more than 100 countries. Through innovative
technologies and data interpretation, GfK transforms
the big data into intelligent data, enabling customers
to leverage their competitive advantage, enriching
their experiences, as well as consumer choice.
NetquestHisHanHindependentHonlineHfieldHproviderHforH
theHmarketHresearchHsectorHin Europe,HLatinHAmericaH
andHUSA.HWeHcurrentlyHhaveHmoreHthanH2HmillionsH
consumersHwillingHtoHgiveHusHtheirHopinionHinH21H
countries,HandHtheHlatestHtechnologyHinHorderHtoH
manageHandHsurveyHthem.H
.

3. MOBILE
ERA IS
NOW!

4. GfK FutureBuy®
GfK Consumer Life®
GfK Cross Media Visualizer®
GfK Panel Data®
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 Argentina, more than 5500
people in the panel. Durable Goods Retail Panel
Sources

5. 4 Generations analyzed
Source:(GfK(Consumer(Life ® Information(Proprietary(and(Confidential
Gen$Z Gen$Y Gen$X Boomers
! Mid$90’
; Connected(to(
the(advance(of(
technology(
; Over;
communication
!After$80’
; Advent(of(
internet(and(
new(
technologies
; Worried(about(
social(sphere
! End$of$60’$
until$70’
; Culture(and(
globalization(
; TV
! Mid$of$40’$
until$60’
; After(2nd
WW
; Resistant(to(
changes(

6. Technology & Internet
Movies, Films 59%
Travel 56%
Electronics, computers, technology 53%
Food, Cooking 53%
Internet or World Wide Web 49%
Sports 41%
Personal appearance, fashion,
beauty
39%
Arts and culture (theater, dance
etc.)
32%
Topic of greatest interest
above fashion,
arts, culture and
sports
among Argentinians
Source:(GfK(Consumer(Life ®
Information(Proprietary(and(Confidential

7. ... Mainly for
generations Z e Y
but equally important for all targets
30%
34%
41% 41%
35%
40%
44%
42%
2016 2017
Ger Z Ger Y Ger X Boomers
To me, it is important to always be reachable wherever I am
Source:(GfK(Consumer(Life ®
Information(Proprietary(and(Confidential

8. Connectivity is part of everyday life,
which makes it difficult to people to
take a break from technology
40%
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
Z generation
31%
25% 29%
2015 2016 2017
22%
30% 31% 34%
Gen Z Gen Y
Gen X BoomersSource:(GfK(Consumer(Life ®
Information(Proprietary(and(Confidential

9. Smartphones in
Argentines’ life
or...
... Argentines’
life on the
smartphone?

10. Smartphones are used for everything, and more
and more...
AVERAGE OF ACTIVITIES
ON SMARTPHONE 8
2014
10
2016
Source:(GfK(Consumer(Life ®
Information(Proprietary(and(Confidential

11. Z and Y generations are
even more engaged…
Keep up with news, current events 55% 31%61%64%
Text (SMS, MMS), instant messages 94% 95%94%92%
Get information about events 38% 22%52%60%
Z Y X Boom
Get maps/directions 54% 36%65%66%
Source:(GfK(Consumer(Life ®
Information(Proprietary(and(Confidential

12. Recommendation ADs are welcome, but brands ADs are
being less influential in purchase decisions... so making
communication at the right time is essential.
48%
“I like it when a website
keeps track of my
visits and
recommends
things to me
46%%
Retailers,
advertisers, and
brands have less
influence on my
purchase decisions
than ever before
Source:(GfK(Futurebuy®
Information(Proprietary(and(Confidential

13. “I like it when a website
keeps track of my visits
and recommends
things to me.”
“I like it when a retailer
contacts me on my
smartphone.”
48% 50% 48% 48% 46%
25% 28% 26% 26% 19%
Q3A:.Below.are.different.statements.about.shopping...Please.indicate.how.much.you.agree.or.disagree.with.each.as.it.relates.to.your.shopping.
experience.in.general.across.the.many.different.products.and.services.you.shop.for..
New generations
are more opened
to receive ADs.
% Shoppers (Argentina) Agreeing (T2B) with Statement
“Retailers, advertisers,
and brands have less
influence on my purchase
decisions than ever before.”
46% 37%
48% 46% 53%
Gen Z Gen y Gen X BommersTotal
Gen Z Gen y Gen X BommersTotal
Gen Z Gen y Gen X BommersTotal
Source:.GfK.Futurebuy ®
Information.Proprietary.and.Confidential

14. 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.
1:41$hr1:22$hr
Q4 2016
1:19 Hr
+22 minutes in 1
year
Source:(GfK(Crossmedia Visualizer ® Q4(2017 Information(Proprietary(and(Confidential

15. 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.
Source:(GfK(Crossmedia Visualizer ® Q4(2017 Information(Proprietary(and(Confidential
The most popular are also those
that are “Free”
94 91
86 83
65
48
29
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Reach of domains and apps on mobile

16. And in Argentina
Mobile Shopper Apps experience is stronger.
Source:(GfK(FutureBuy®
Using shopping apps
42%
32%
ok
Information(Proprietary(and(Confidential

17. Q7:$Below$are$different$statements$about$shopping.$Compared$to$a$year$ago,$would$you$say$that$you$are$doing$more,$less$or$about$the$
same$as$it$relates$to$your$shopping$experiences$in$general$across$the$many$kinds$of$products$and$services$you$shop$for?Source:$GfK$FutureBuy®
19%
13%
2017
2014
And this online
experience is
becoming more
real in consumer’s
mind.
% Shoppers (Argentina) doing more of versus 1 years ago
“Shopping with my
smartphone at home”
“Using shopping apps”
42%
11%
2017
2014 LATAM
32%
“Using a smartphone or tablet to
help me shop.”
LATAM
35%
“Using my smartphone or a
tablet to browse or purchase
products which I saw advertised
while watching TV”
LATAM
34%
LATAM
27%
26%
23%
2017
2014
26%
23%
2017
2014
Information$Proprietary$and$Confidential

18. Source:(GfK(FutureBuy®
GEN Z GEN XGEN Y Boomers
Argentina is also spending more
time on smartphones, mainly
among younger generations.
Share of All Online Shopping Activity on
Smartphone (Argentina)
20%
16%
11% 8%
34% 33%
22%
14%
2014 2017
Information(Proprietary(and(Confidential