The document discusses mobile internet and smartphone usage trends across different generations in Russia. It finds that 74% of Russians use mobile apps regularly, with young people having strong attachment to their phones. Younger generations, especially Gen Z, are more reliant on mobile internet and smartphones than older generations. For example, 65% of Gen Z use parents' devices by age 8. The document advocates for brands to integrate mobile and location-based technologies into their digital campaigns to better engage different generations.

1. WORLDWIDE MOBILIZATION and RUSSIA
MEC Russia for
TYNY conference

2. IS RUSSIA READY?
2017
2m smart devices
(70m around the world)
4m use only mobile Internet (+24% vs. 2013 )
Russia
+14%
LTE-enabled mobile devices sold Q2’14
74%
use mobile apps
regularly
Geo-location
based services # 3 by usage

3. 72% of young people "can't leave the house without their phone"

4. THERE’S A GENERATION GAP
Product Testing Institute – Seniors
Product Testing Institute – Toddlers

5. XYZ DISTINCT AND DRIVEN FURTHER APART
GEN X
GEN Y
GEN Z
HAVE
MOBILE
INTERNET
every / almost every day
HAVE
Source: DFW, OnLife 2014/1Q
26%
35%
12%
18%
53%
61%
21%
42%
47%

6. HOW ARE THEY?
GEN X
GEN Y
GEN Z

7. GEN X’ERS – READ AND SCROLL
27%
are
JUST SCROLLERS
73%
read longer
news and stories
65%
smartphones are the most common starting place for online activities
Kids
are source of information about devices
‘I don’t know what is this. My daughter set me this app…’

8. 33%
apps for making decisions
2,5
spent time vs. assumption
5,8 days
watch videos on mobile phones per month
56%
multiplatform. multitasking.
“ I’m a blogger, I’m a photographer, I’m publishers, I’m journalist, I’m a model, I’m a singer, I’m….”
GEN Y’ERS – SNACK AND SHOOT…

9. …AND DOCUMENT THEIR LIVES
The first wearable camera that can fly

10. GEN Z’ERS – ENSLAVED TO / SET FREE BY MOBILE
Kids swipe magazines like an iPad or an iPhone

11. 65%
use parents devices
72%
device-experience
by the age of 8
8 min
not longer video content
GEN Z’ERS MOBILE SURVIVAL KIT
“ If I could take the only one thing on the island, it would be my phone”
VOICE
Services use more than XY

12. APPS VERSUS SEARCH
Google Goggles solves Sudoku

13. COOL TO WATCH TV AGAIN…
56% use mobile or tab simultaneously with TV
80% use tab at home

14. COOL TO WATCH TV AGAIN WITH A MOBIE AT HAND
Mobile app ‘Voice’
• 1,5m downloads
• 150 – 170k active players each Friday during live broadcast
.
Voice 3 TV ratings
Gen X
Gen Y
Gen Z
42 %
29 %
22 %

15. ARE YOU READY TO TAKE IT BEYOND? SHOULD YOU?
Include mobile in 100% digital campaigns
Make sure site is mobile optimized
Integrate consumer touchpoints through mobile
Deliver greater experience for XYZ through apps
Leverage geo location and be in time
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