- The document discusses trends in mobile internet usage based on a survey of over 17,000 internet users across 13 countries - A key finding is that 69% of internet users accessed the internet through a mobile device in the past year, with smartphones being the most popular - Usage is growing across demographics but emerging markets and younger users have higher adoption rates - Activities like email, social media, banking and content consumption are increasingly common on mobile - Drivers of usage include improved networks and growing availability of useful apps

1. Mobile Web Watch 2012
Mobile Internet—
spawning new growth
opportunities in the
convergence era

2. Contents
Executive Summary 3
Usage Behavior 6
Drivers of Usage 12
Challenges 16
Opportunities 20
About the Survey 24
Conclusion 26

3. Executive Summary
Mobile devices are rapidly becoming the primary medium to access the
Internet across age groups, and across mature and emerging markets.
In a world brimming with smarter smartphones, tablets, notebooks and
other affordable Web-enabled mobile devices, and powered by better
network coverage, faster broadband connections, Wi-Fi networks
and the explosive growth of mobile apps, the demand for ubiquitous
availability of Internet is only getting stronger. Little wonder then that
there is so much excitement around every new version of a smartphone
or tablet.
A survey conducted by Accenture on Internet access Consumers are now more willing than ever before to pay
through mobile devices confirms that mobile Internet usage for premium services. The survey also identifies mobile
continues to be on a sharp upward trajectory. Indeed, it payments as a significant growth avenue with growing
has now reached the stage when market players across use and awareness of these services. The opportunity in
communications, media and technology should look forward augmented reality services is huge with half the mobile
to business opportunities and the operational efficiencies of a Internet users surveyed expressing interest or planning to
mass market. That is, if they are prepared for it. use these services in the future. In fact, a large segment are
even willing to pay for cloud services. A key driver of mobile
The survey, conducted across 13 countries in Europe, Latin
Internet usage has been significant improvements in network
America and South Africa, brings to the fore five key trends
quality and coverage over the years—the user’s primary
in the digital consumer’s behavior that have implications
criterion in selecting a service provider. The survey highlights
not only for players in telecommunications, media and
how consumers are increasingly looking for superior Internet
technology, but also for those in other industries such as
experience on their mobile devices, similar to what they are
retail, utilities and automotives.
used to on their computer or television. While on-the-go
A key finding of the survey is that a majority of Internet online services, such as news, traffic and travel information,
users connected to the Internet with a mobile device in and banking are of the highest importance to mobile Internet
the past one year, with smartphones emerging as the most users, concerns regarding data security persist, especially
popular mobile Internet access medium. In fact, activities or for those using or considering the use of cloud services.
transactions on mobile Internet have become so much a part With users expressing annoyance with online advertising,
of daily life that those who don’t own a mobile Web-enabled marketing companies will need to focus on more targeted
device intend to buy one soon. A growing number of mobile advertising.
Internet users are using their mobile devices to receive and
In the following pages, we explore these findings in greater
send e-mails, connect on online communities or for instant
detail and discuss the implications they may have for
messaging. The survey identifies usability and mobile apps
companies looking at seizing the opportunity arising out of
as the primary drivers of mobile Internet use, with a higher
the growing use of mobile Internet.
proportion of users having downloaded programs and apps on
their mobile devices in the past one year.
3

4. • 69% of all Internet users did so through a mobile device
• 61% did so through a smartphone, 37% through a
netbook and 22% through a tablet
• 73% of men compared to 66% of women
• 58% for personal matters compared to 20% for work-related matters
• 45% of those above 50 use mobile internet
• 62% accessed online communities such as Facebook
• 46% conducted a banking transaction using their mobile device
• 71% downloaded programs or apps on their mobile device
• 57% downloaded or viewed short videos (less than 5 minutes)
• 70% have concerns over data security
• 78% are interested in cloud consumer services
• 87% are interested in premium
technical services
• 36% accessed the Internet
through a TV and
27% through a gaming console
4

5. Core Findings
• Growing use of mobile Internet • There is an app for everything
South Africa and Brazil were ranked as the More than 60 percent used their mobile device
highest users accessing the Internet on mobile to access online communities such as Facebook,
devices while France, Germany and Finland were while mobile banking growth is also evident with
among the lowest. 46 percent using a mobile device to conduct a
• Narrowing gender gap banking transaction. In total, 71 percent of mobile
Internet users have downloaded programs or apps
73 percent of men among the respondents
on their mobile device.
accessed the Internet on a mobile device as
compared with 66 percent of women. • Videos on mobile grabbing eyeballs
• More personal than work-related use 57 percent of the users downloaded or viewed
short videos of less than five minutes.
58 percent of the respondents accessing the Web
on a smartphone did so for personal matters as • Quality is king
against 20 percent doing so for work-related Quality of the network is an important criterion
matters. in choosing a network provider for access to the
• Finally the world is always on Internet over a mobile device while cost of data is
ranked as the fourth-most important factor.
85 percent use their mobile device to access the
Internet once a day or more. Of those accessing • Data security concerns impede mass adoption
online communities, Twitter or mobile blogging, 70 percent of mobile Internet users are worried
over 80 percent do so more than once a week. about data security while 23 percent perceive the
• Gen X showing growing appetite for mobile over monthly cost of accessing the Internet on their
Internet mobile device to be higher than expected.
A little over 80 percent of those in 14-29 age • Opportunity to monetize new services.
bracket accessed the Internet on a mobile device, 87 percent of respondents are interested in
but at least 45 percent of those above the age of premium technical services, and 78 percent in
50 were also involved in such activities. consumer cloud services. Respondents would be
willing to pay to benefit from them, with over half
of respondents willing to pay up to $10.
5

6. Usage Behavior
6

7. Internet through mobile devices
poised to outpace access from
stationary devices?
The mobile Internet, the popularity of which is evident in the the age of 50 used their smartphones for Internet-related
buzz generated around every new mobile phone or tablet, is activities.. While the overall upward trend is evident across
close to being a mass market. An average of 69 percent of all the countries that were surveyed, the emerging markets of
Internet users connected to the Web with a mobile device in Brazil, South Africa and Russia showed the highest adoption
the past 12 months. Of these, 61 percent used smartphones of smartphones (above 70 percent on average) for Internet
for accessing the Internet. Among non mobile Internet users, use. The rising popularity of smartphones in Brazil, South
46 percent expressed interested in buying a Web-enabled Africa and Russia for Internet use is in line with developments
mobile device in the future. This as an increasing number of in other emerging markets such as India. These countries,
innovative touchscreen models with great image resolution, with a dearth of fixed lines, have been witnessing a mobile
faster Internet access and attractive built-in social media and phone revolution of hyper growth for some years now, fuelled
mobile payment apps are hitting the market every day. in part, by declining costs—both of devices and subscription
rates—and a growing wealthy middle class. The widespread
The increasing use of mobile Internet is relevant across all
lack of personal computers, relatively more expensive than
age groups. Of the 61 percent of respondents who used
mobile phones, meant that for many people, the mobile phone
smartphones for accessing the Internet, more than 70 percent
would be the first entry into the Internet world.
were in the younger age group (between 14 and 39 years).
Interestingly, approximately 45 percent of those above
Mobile devices used in the past 12 months to access the Internet
Multiselect
• Mobile Internet usage is now a
69% of respondents mass market with 69% of
Smartphone 61%
users having got
have used mobile
connected to the Internet through
Netbook 37% devices to access the a mobile device in the past 12
Web in the last 12 months
Tablet 22% months
• Smartphones are the most
popular mobile access method
94% of to the Internet with 61% of respondents
Computer/Laptop 92% respondents using smartphones
have used versus 37% for netbooks and
stationary 22% for tablets
TV 38% devices to
• Age is a differentiating factor
access the
with 82% of those aged 14-29
Gaming console 29% Web in the accessing the Internet on a
last 12 mobile device versus only 45%
months for people above 50
Source: Mobile Web Watch Survey, 2012
Base: All respondents
(n=17,225; Excluded Don´t know answer)
Figure 1a. Internet users connecting to the Web through mobile devices.
© 2012 Accenture. All rights reserved.
7

8. Strong demand for Web-enabled Usage patterns show increasing use
mobile devices of smartphones for work-related
Not surprisingly, the emerging markets lead mature markets activities
in our survey in terms of future demand too. For example,
According to the survey, 58 percent of the people accessing
more respondents in the emerging markets than in mature
the Web on a smartphone did so for personal matters versus
markets, expressed their intention to buy a web enabled
20 percent for work-related activities. The proportion of
mobile phone in the near future (Brazil 78 percent, Russia 73
professional work done on other mobile devices such as
percent, Mexico 61 percent, South Africa 57 percent versus
tablets was higher than that on smartphones. As more
an average of 40 percent for all countries). However, the
and more people use their mobile devices for work-related
demand has been rising over the years. Reflecting inherent
matters, a trend in consumerization of IT is developing with
demand across all the countries surveyed, an average of 60
implications for enterprise IT. Companies are already working
percent of those who do not own a mobile phone or who do
towards allowing consumer devices for work-related activities
not access the Internet through their mobile phone have tried
to lower costs, increase productivity and improve employee
to use mobile Internet at least once; 45 percent said they
engagement, creating a mixed device environment where
were considering doing so in the near future.
private and social data from native and web apps reside
While smartphones are the dominant mobile devices for alongside mission-critical enterprise data.
Internet access, the rising popularity of netbooks (37 percent
Additionally, the survey shows that of those accessing the
of the participants) and tablets (22 percent) shows that the
Internet a large proportion of them (85%), do so at least
digital consumer seeks an array of features while connecting
once a day. The frequency of use highlights that the mobile
to the Internet, anywhere, anytime. Indeed, their increasing
or digital consumer now has a choice of activities that can be
use across countries and across demographics highlights
conducted on a mobile phone other than just making phone
the unprecedented computing power in the hands of the
calls and texting.
hyperconnected consumer. This segmentation of the mobile
device market revealed by the survey has implications for
not only device manufacturers but also for players in the
communications, media and technology value chain, such
as communication service providers, device manufacturers,
content providers, communications operators, Internet
security companies and Internet advertisers.
8

9. Gender differences in mobile
Internet usage are blurring
The gender differences in the usage pattern continues to be
the same as in previous Accenture surveys (which were limited
to three countries—Austria, Switzerland and Germany) with
more men (73 percent) than women (66 percent) using mobile
Internet but there is evidence that the gap is narrowing. For
example, in Germany, the differences have nearly disappeared
with 59 percent of the men surveyed accessing the Web
through mobile devices against 58 percent women compared
with 37 percent and 17 percent, respectively in 2011. There
are, of course, some countries such as Finland and Austria
where the gender bias is significantly wide. However, results
from Ireland, where the reverse situation exists with 78
percent of women and 76 percent of men using mobile
Internet, also suggest mobile Internet use may follow the
overall demographic gender profile of the country in time.
Men are still using mobile Internet more frequently than women
Mobile devices used in the past 12 months to access the Internet
(e-mails, apps, news, downloads)
% who used a mobile device to access the Internet
Male
Female
82% 80% 79% 77% 78%
77% 78% 76%
75% 75% 76% 76% 73%
72% 70% 71% 70% 68% 65%
66% 66%
62% 63% 64% 59%
58%
53%
48%
ZA CH BR MX ES AT IE IT AVG RU FI UK FR DE
Base: All respondents
(n=17,225; Excluded Don´t know answer)
Source: Mobile Web Watch Survey, 2012 8
Figure 1b. Gender differences in mobile Internet access are narrowing.
© 2012 Accenture. All rights reserved.
9

10. Growing use of mobile Internet for
e-mail, phone or video calls and social
media
Receiving and sending e-mails continues to be the most The frequency of these activities is also trending upwards. The
pervasive use of the Internet on mobile devices with 70 survey shows that of those into mobile blogging or accessing
percent using an e-mail program installed on their mobile online communities or Twitter, over 80 percent did so more
device or via the website of an e-mail provider (60 percent). than once a week with younger people more active than
older people: 53 percent of those aged 14-19 compared to 25
Phone or video calls via Internet ranks as the top activity
percent of those in the above 50 age bracket. This trend of
among mobile device users (79 percent of the users indicated
using mobile devices for social media and online communities
this service as “quite and extremely important”). However,
provides the key to understanding consumer behavior and
a host of other activities such as messaging through social
many mobile phone manufacturers focus on providing user-
media, blogging and tweeting, and watching videos are also
friendly features or embedded platform for such activities.
on the rise; 62 percent of the respondents said they access
social media platforms and online communities through a
mobile device, and an equal percentage use instant messaging
apps. Mexico and South Africa are the top users of these
services, especially instant messaging (83 percent and
82 percent, respectively), and blogging and tweeting (40
percent and 39 percent, respectively). Following closely are
respondents in Brazil (73 percent) and Spain (70 percent)
while France trails far behind with less than the average for
all countries in the case of all these online services.
10

11. Sending or receiving e-mails is still the most popular activity but others,
such as online communities, blogging and banking, are catching up quicky
Activities carried out on mobile Internet devices
• Sending or receiving e-mail is the most
Received and sent e-mails through popular activity among mobile
70%
a mail program installed on the mobile device Internet users with 70% using
their mobile device to receive
Received and sent e-mails via the
62%
and send e-mail
website of an e-mail provider
• 62% used their mobile device
Used online communities/platforms such as to access online communities
62%
MySpace, StudiV Z, Facebook, Xing, Tuenti
such as Facebook, 61% for
Used instant messaging
instant messaging, while 27%
(AOL, Yahoo, Skype, Windows Instant 61% used it for tweeting and blogging.
Messenger, G Talk, Whatsapp, Bbm) Mobile banking growth is also
evident with 46% using a
Managed banking transactions 46%
mobile device to conduct a
banking transaction.
Mobile blogging and tweeting 27%
Source: Mobile Web Watch Survey, 2012
Base: All respondents using a mobile device to access the Internet (n=11,884; both personal or work related)
Figure 1c: Online communities, blogging and mobile payments on the rise
n=11884; both personal or work-related
© 2012 Accenture. All rights reserved.
11

12. Drivers of Mobile
Internet Usage
12

13. Mobile apps accelerating mobile
Internet use
The survey identifies mobile apps as one of the primary Information apps are the most popular app download in
drivers of mobile Internet use. As a gateway to the Internet, Austria, Germany, Switzerland, the United Kingdom (UK),
mobile apps are extremely convenient. Not surprisingly, the France, Italy, Ireland, South Africa and Russia. Entertainment
survey confirms that a higher proportion of those aged 14-29 apps are the most popular in Brazil, Mexico, Spain and
years downloaded apps (76 percent in the 15-19 age group Finland. More than half the mobile Internet users surveyed
and 80 percent in the 20-29 age bracket) and music (71 have downloaded or viewed short videos (of less than
percent in the 15-19 age group and 61 percent in the 20- 5-minute duration), checked weather information, retrieved
29 age bracket). A higher share of men download programs travel information or read the news on their mobiles.
or apps (74 percent) as compared to women (68 percent).
The survey’s findings, highlighting the explosive growth
Mexico and South Africa again lead the pack with the most
in consumer demand for communications, entertainment,
number of respondents downloading apps and music. A
commercial and social networking activities over the
majority of the survey participants in Russia (66 percent)
Internet will require significant and continued investment in
download ringtones.
infrastructure upgrades by communications service providers.
Planning for this in a systematic way is critical to ensure
adequate finance is available and needs to be done as part of
an overall strategy which seeks to capitalize on the potential
revenue opportunities available to providers through offering
new and additional services through this medium.
Which of the following types of programs or apps have you downloaded from
the Internet on your smartphone/tablet/netbook?
Smartphone Tablet Netbook
Information apps 73% 66% 76%
72%
(train schedules, weather news)
Entertainment apps 72% 61% 72%
70%
(single or group games)
Apps for arranging leisure activities 52% 54% 54%
53%
(events, contacts with friends)
Educational apps 42% 57% 51%
46%
(language learning programs, reference works)
Organizational apps
43% 41% 50% 49%
(financial spreadsheets, voice recorder
training, planning, nutrition guide)
Apps that help, manage your money 30% 39% 38%
33%
(household, bookkeeping, budget calculator)
Fitness and health apps
32%
32% 33% 33%
(training, planning nutrition guide)
Source: Mobile Web Watch Survey, 2012
Base: All respondents who download apps for any use (n=8,487, both personal)
Figure 2a. Mobile apps fuelling Internet use through mobile devices.
© 2012 Accenture. All rights reserved.
13

14. Choice of operating systems and
usability adding to demand
The availability of different operating systems (OS) is also services they consider important—such as communications,
fuelling the growth of mobile Internet. When it comes to traffic and travel information, banking and access to
devices, 85 percent of the survey participants said that the social networks. The most preferred OS was Android (41
OS was the most important factor in selecting a smartphone percent), followed by Microsoft Windows and iOS. In terms
or tablet. This was the case with more 90 percent of the of geographic distribution, Android is the most preferred OS
respondents from countries such as Brazil, South Africa and in most countries except in Switzerland, the UK and Ireland
Mexico where there are heavy users of mobile phone apps. where the iOS is more popular and in South Africa where RIM
The OS is a crucial factor as consumers want easy access to is the most preferred OS.
Which of the following is your preferred Operating system?
41%
22%
18%
9%
8%
2%
Android IOS (Apple) Microsoft Symbian (Nokia) RIM (Blackberry) Bada (Samsung)
Windows
Source: Mobile Web Watch Survey, 2012
Base: Respondents using a smartphone or tablet who see operating system
as 'somewhat/very important'
(n=9,193; Excludes Don´t know answer)
Figure 2b. Operating system is crucial in smartphone
and tablet selection.
© 2012 Accenture. All rights reserved.
14

15. Blurring device boundaries: Using the Internet via TV and gaming consoles
Going beyond drawing the attention of communications, media and technology players toward the growing popularity
and use of mobile Internet, the Mobile Web Watch Survey 2012 also presents interesting findings around multidevice
usage. Ushering in a second stage of evolution with Internet content relocating to multiple devices and platforms, a
remarkably high—94 percent of the respondents—have used stationary devices such as personal computer, television
(TV) or gaming console—to access the Web in the last 12 months. The survey reveals 38 percent of these respondents
accessed the Internet through TV, a significant share considering that the uptake of “smart or connected TV” has been
more pronounced only in the last couple of years. France (44 percent), Switzerland and Spain (42 percent), Mexico (42
percent) and Brazil (40 percent) are among the countries with the highest numbers of respondents using the Internet
through TVs. Internet TV access is the highest (approximately 40 percent) among those who are less than 40 years old
but drops considerably beyond this age group. Around a third of the respondents have watched movies, TV shows or
longer video clips (more than 5 minutes) over the Internet on TV.
Another device class that has emerged as an entry platform for consumers’ Internet activities is the gaming console with
29 percent of respondents using these for accessing the Internet. Not surprisingly, the highest penetration of gaming
consoles is in the younger age group (44 percent among those between 14 and 19 years) but those in the 30-39 age
bracket (33 percent) are also using the Internet via consoles. Internet access via consoles is the highest in Spain (36
percent), followed by Mexico (34 percent), Ireland (33 percent), France (31 percent) and the UK (30 percent).
With the boundaries of devices becoming increasingly blurred, these findings undoubtedly signal a new leap in
convergence that calls for market players to shape their service offerings to maximize the “connected world” experience
of consumers—both at home and on the go.
15

16. Challenges
Data concerns persist, especially over
cloud services
The consumer also wants a secure environment—70 percent Additionally, companies across the communications, media
of the mobile Internet users surveyed had concerns about and technology value chain will need to take note of a finding
the security of their data. These concerns ranged from losing that reiterates the annoyance factor associated with online
personal data, hacking of personal data to viruses harming advertising. A higher share of the mobile Internet users—who
mobile devices in the case of 80 percent of those using or most often come across ad banners and coupons on tablets
considering the use of cloud services. and advertising through texting on smartphones—find these
services annoying. This again brings to light the growing
This finding highlights a significant opportunity for cloud
struggle of advertising and marketing companies in finding
service providers to work with network service providers to
innovative ways of getting their messages across. Service
meet the data security needs of the digital consumer through
providers and content developers will need to explore
adapted tariff plans and appropriate privacy policies.
opportunities to collaborate with marketing and advertising
companies to overcome this barrier.
16

17. Network quality is critical–consumers Cost of mobile Internet access
are looking for ubiquitous coverage perceived to be higher than expected
Consumers want ubiquitous coverage—a network that follows While the subscriber’s primary criterion in selecting a service
them everywhere and provides compelling usage experience provider is the quality of network, the cost of data connection
anywhere. The survey shows that the subscriber’s primary falls just outside the top three network selection criteria,
criterion in selecting a service provider is the quality of possibly because such costs have stabilized. However, it is
network—close to 90 percent of the respondents voted for still an important criterion for more than 80 percent of the
network quality and an almost equal number chose coverage respondents. Interestingly, while a majority (56 percent)
as the basis for network selection. This was closely followed of the survey participants felt the monthly cost of mobile
by connection speed (85 percent). This was true across Internet access was within their expectations, nearly a
emerging markets as well as mature economies. In countries quarter considered it to be high. This perception could be
such Mexico, Brazil and South Africa, more than 90 percent a barrier to a faster adoption of mobile Internet among all
of the survey participants cited network quality as the most Internet users.
important basis on which they chose their network provider
for mobile Internet access. The network quality criterion was
on the top of the list, which along with connection speeds Ad banners and advertising through
and cost of data connection, included other factors such as
quality of customer service, device subsidy, contract period, texting considered to be annoying
devices on offer and content from the service provider, and Additionally, companies across the communications, media
special offers. and technology value chain will need to take note of a finding
The importance of all these criteria (which more than half that reiterates the annoyance factor associated with online
of the respondents find crucial to their decision on network advertising. About 38 percent of the respondents considered
selection) implies that network providers will need to pay add banners as annoying and while just as many found
special attention to two basic things: constantly upgrading advertising through texting irritating. However, 66 percent
their network and offering innovative subscription packages. were favorable to information on coupons and promotions—
Significant investments in upgrading network quality and with 46 percent viewing it as informative and 20 percent as
coverage would indeed be a critical driver in driving mobile amusing. This again brings to light the growing challenge for
Internet usage. advertising and marketing companies to develop innovative
ways to reach out to their target audience. Service providers
and content developers will need to explore opportunities
to collaborate with marketing and advertising companies to
overcome this barrier.
What are the main concerns you have about consumer cloud services?
Multi select
I am concerned that my personal data
(documents, phone numbers, e-mails) 47%
could be lost
I am worried that other people
would access my data 44%
without my knowledge
I am worried that viruses
and malicious programs 32%
could harm my mobile devices
I am not worried about using
21%
consumer cloud services
Source: Mobile Web Watch Survey, 2012
Base: All respondents interested in cloud/data storage services
(n=6,475)
Figure 3a. Data security is a concern, especially in consumer cloud services.
© 2012 Accenture. All rights reserved.
17

18. Quality of network is the most important criteria in choosing a
network provider for access to the Internet on a mobile device
Most important criteria in the choice of a network provider for mobile
Internet access
• Quality of network and
Quality of network 31% 58% 89%
coverage were the most
Coverage 24% 64% 88% important criteria in choosing a
network provider for Internet
Connection speed 28% 57% 85% access through a mobile
device
Cost of data connections 26% 55% 81%
• 89% of the respondents said
Quality of customer service 29% 41% 70% quality of network was
Past experience with either very important or extremely
30% 34% 64%
the provider important
The device subsidy 24% 29% 53% • For 88%, coverage was most
important
Subsidy on device 25% 29% 54%
• Connection speed was the next
Devices on offer from
26% 26% 52% most important criteria,
the network providers
Content available from followed by cost
24% 27% 51%
the network provider
Special offers 24% 27% 51%
Very important Extremely important
Source: Mobile Web Watch Survey, 2012
Base: All able to choose their personal and work-related network providers (n=12,485)
Figure 3b. Consumers want good network quality and coverage.
© 2012 Accenture. All rights reserved.
18

19. How do you view these advertising messages?
Ad banners
38% 25% 24% 13%
(n=6,444)
Advertising through texting
37% 24% 27% 12%
(n=4,679)
Text messages or displays on
special offers or promotions
22% 20% 38% 20%
at a store near you
(n=4,179)
Information on special offers
and promotions sent to your mobile phone 16% 18% 46% 20%
(n=2,131)
Coupons
9% 18% 48% 25%
(n=4,184)
Annoying Indifferent Informative Amusing
Source: Mobile Web Watch Survey, 2012
Base: All respondents encountering advertising messages
Figure 3c. Monthly costs of accessing the Internet considered to be higher than expected.
© 2012 Accenture. All rights reserved.
Which statement about the monthly costs of accessing the Internet
through your smartphone/tablet/netbook do you most agree with?
My monthly cost is....
Smartphone Tablet Netbook
More than expected 23% 25% 22% 16%
What is expected 56% 53% 61% 60%
Less than expected 21% 22% 17% 24%
Source: Mobile Web Watch Survey, 2012
Base: All respondents using a mobile device to access the internet (n=11,884)
Figure 3d. Mobile Internet users find ad banners and advertising through texting annoying.
© 2012 Accenture. All rights reserved.
19

20. Opportunities
20

21. Mobile payments—a growth engine
Telecom players, payment gateway companies and enterprises percent of the respondents have used their mobile device
need to note the growth potential in mobile payments. While for banking transactions. Banks are also increasingly adding
only 16 percent of smartphone and tablet users are currently the mobile platform to their mix of distribution channels
using mobile payment services, 74 percent are aware of such to meet the growing demand for mobility. Not surprisingly,
services and an additional 39 percent indicated they would be marketplace estimates put the number of m-banking users
interested or plan to use mobile payment apps. Indeed, mobile globally at 500 million by 2010.
banking (m-banking) features quite high among the more
favored mobile Internet activities. The survey shows that 46
Are you using mobile payments on your smartphone/tablet
Awareness Usage
Currently using 16% Smartphone Tablet
55% 54% 58%
Aware 74%
Interested or planning to use 39%
Do not use/not interested in using 45%
Unaware 26%
Source: Mobile Web Watch Survey, 2012
Base: All respondents using smartphone or tablet to access the Internet
(n=10,815)
Figure 4a. Mobile payments—growing awareness and use.
© 2012 Accenture. All rights reserved.
Augmented reality
The improved navigation features, lower data costs and plan to use such services soon. Overall, 23 percent of the
availability of a range of apps are convincing digital respondents in emerging markets are using augmented reality
consumers about the value addition of using mobile Internet. services against 14 percent in mature markets. The intended
New and developing areas such as Near Field Communications adoption in the next 12 months will further widen this gap,
and augmented reality services are set to push mobile with 26 percent of the respondents in emerging markets
Internet usage to a whole new level altogether. The Accenture saying they plan to use these services as against 20 percent
survey hints at that possibility with the finding that across in mature markets.
the 13 countries it surveyed, 17 percent of the smartphone
and tablet users are using augmented reality services and
a further 50 percent indicated they would be interested or
21

22. Cloud services Willingness to pay for premium
A majority of the mobile Internet users (59 percent) are aware services
of cloud and data storage services and are currently using
While augmented reality services are yet to take off in a big
or are planning to use these services (56 percent). Moreover,
way, one of the survey findings could have implications for
78 percent of respondents who are interested in consumer
the pricing strategies of mobile service operators (MSO). As
cloud services would be ready to pay for these. As expected,
many as 87 percent of the respondents were willing to pay for
there is higher awareness of consumer cloud services among
premium services while 78 percent were ready to do so for
the younger generation: 66 percent of those below 30 are
cloud services. Nearly a quarter of these respondents were
aware of them, and close to half of them are either using
willing to pay US$10–20 for premium services.
these services already or plan to do so in the near future.
Surprisingly, 50 percent of those above 50 are also aware of
cloud services and 23 percent are either using them or plan to
do so.
Awareness of cloud services is marginally higher in emerging
markets (64 percent) than in mature market markets (57
percent); the adoption rate is also expected to be far higher in
emerging countries with half of our respondents saying they
are either using or intend to use these services in the future,
as compared to 33 percent in mature markets.
But the high cost in availing cloud services is proving to be a
major barrier to cloud adoption. Over half of those interested
in cloud services in mature markets would pay between US$5
and US$10 for the services per month, with 22 percent not
willing to pay. In emerging markets, only 16 percent were
willing to pay up to US$10 per month.
For which of these services do you use mobile payments through
your smartphone/tablet?
Multiselect
Buying tickets for events
55%
(concerts, cinema, theater)
Buying train, flight tickets 46%
Buying clothes or shoes 39%
Buying other consumer goods 37%
Buying food or groceries 22%
(n=1,682)
Source: Mobile Web Watch Survey, 2012
Base: All respondents using mobile payments on their mobile device (n=1,682)
Figure 4b. Mobile Internet users are willing to pay for premium services.
© 2012 Accenture. All rights reserved.
22

23. Rising tablet usage
The growing popularity of tablets to access the Internet, short videos which run for less than five minutes while 52
especially among the youth, is opening up new growth percent watched movies, TV shows or longer video clips (more
avenues for businesses. The survey shows that tablets are than five minutes). Other significant activities are checking
used across all age groups but attracts the highest usage prices (61 percent) and weather information or forecasts
among those in the age group 14-39. More than half the (59 percent), reading news (58 percent) and obtaining travel
tablet users access the Internet at least once a day and about directions.
30 percent of them do so several times a day. A majority
of the respondents who own tablets (66 percent) say their
Internet activities revolve around downloading and viewing
23

24. About the Survey
24

25. The fifth edition of the Accenture Mobile Web Watch survey The survey probed the use of smartphones, tablets, netbooks,
extends beyond the three countries (Austria, Switzerland and personal computers, television and gaming consoles to
Germany) of the previous two surveys to include 10 other access the Internet; frequency of mobile Internet usage;
countries: Brazil, Finland, France, Ireland, Italy, Mexico, Russia, range of activities on the Internet; use of social media,
South Africa, Spain, Switzerland and the UK, covering 17,225 online platforms and online services on mobile devices;
respondents. The 15-minute online survey was conducted in brand preferences for devices and operating systems;
native languages with a sample representative of Internet the consumer’s criteria for network selection, ability and
users across age, gender (51 percent men and 49 percent willingness to pay for premium services; and the barriers to
women) and incomes. the adoption of mobile Internet.
# Interviews by country Age
Austria 789 14-19 years 10%
Brazil 1,624 20-29 years 24%
Finland 1,085 30-39 years 21%
France 1,615 40-49 years 18%
Germany 1,615 More than 50 years 27%
Ireland 785
Italy 1,616
Mexico 1,611
Russia 1,637
South Africa 1,058
Spain 1,615
Switzerland 560
United Kingdom 1,615
Total 17,225
25

26. Conclusion
26

27. The Accenture Mobile Watch survey, 2012, again underscores As communications, media and technology players try
the need for companies in the mobile Internet business to monetize the opportunities in the mobile Internet
to focus on the basics first as the mobile Internet mass era (whether in the area of mobile payments, banking
market becomes a reality. For communications service transactions, augmented reality services, cloud services
providers (CSPs), that would mean a greater emphasis on or apps for tablets and smartphones), collaboration and
building network and more bandwidth, and on investing innovation will anchor and sustain the new ecosystem.
to ensure better coverage and quality of service. These Collaboration with other service operators on network-
improvements in infrastructure can help them in building sharing strategies could well be the key to balance
enduring relationships with customers and staying ahead consumers’ demand for quality with the inevitable high
in this intensely dynamic environment. The hyperconnected cost of infrastructure investments. With the massive
consumer—with unprecedented levels of computing power capital investments that will be needed to keep up with
than ever before thanks to innovative devices such as the increasing bandwidth, speed and quality demands,
smartphones and tablets—is an active participant in the collaboration among all operators in the value chain will
market and not just a passive recipient of services. help in bringing innovative services to the market. Building
collaboration tools, IT and common industry platforms to
The trend of multidevice Web access that the survey
incubate and test new ideas could add significant value to
highlights presents a real opportunity for communications,
offerings and quickly add capabilities which the operators
media and technology companies to outperform the
currently lack. This will lead to new alliances and business
competition through differentiated, multidevice and
models, efficient back-office and business processes as
multiplatform offerings. The possibilities associated with a
companies build faster go-to-market strategies and a strong
“connected world” have already been demonstrated through
focus on innovation to stay ahead of the competition. As
the growing uptake of connected homes and over-the-top
mobile Internet approaches mass market stage, the various
TV services. Broadcasters, technology companies and service
players in the ecosystem—from mobile service providers to
providers need to brace themselves for a new generation of
content generators—will be compelled to explore avenues for
Web users looking for increased interoperability, multidevice
innovation in providing end-to-end services.
and multiplatform support, and superior experience.
This business imperative for change and innovation is also
In this connected world that includes the network and
applicable to other industries such as retail or banking where
services (Internet, entertainment, video, and gaming), CSPs
the hyperconnected consumer’s behavior and needs are
are taking on the role of enablers. To outperform as enablers,
already transforming operating models and IT infrastructure.
CSPs will need to get smarter about their customers and
Such organizations are making use of mobile and cloud-based
the way they market to them. Companies that have been
customer relationship management technologies to keep
successful in this role are differentiating by leveraging
pace with the demand for new and improved capabilities
analytics to process the vast amounts of data that the
as consumers increasingly use smartphones and tablets for
consumer generates while using the Internet.
online commercial transactions.
Additionally, as CSPs continuously need to upgrade their
infrastructure to keep pace with customer demands as well as
their data security concerns, a stronger focus on maximizing
cost efficiency (whether through outsourcing of customer
service or billing or through back-end integration) could help
these companies balance costs as well as service levels.
27

28. About Accenture Contact Us:
Accenture is a global management Prof. Dr. Nikolaus Mohr
consulting, technology services and Managing Director
outsourcing company, with more than Comms, High Tech, Media & Entertainment.
249,000 people serving clients in more nikolaus.mohr@accenture.com
than 120 countries. Combining unparalleled
experience, comprehensive capabilities
across all industries and business functions, Emmanuel Lalloz
and extensive research on the world’s Marketing Director
most successful companies, Accenture Communication, Media and Technology
collaborates with clients to help them industry in Europe, Middle East, Africa and
become high-performance businesses and Latin America
governments. The company generated net emmanuel.lalloz@accenture.com
revenues of US$25.5 billion for the fiscal
year ended Aug. 31, 2011. Its home page is
Dan O’Brien
www.accenture.com.
Communications Industry Research Global
Lead Accenture Research
d.obrien@accenture.com
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