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THE
MOBILE
CONSUMER
A GLOBAL SNAPSHOT
FEBRUARY 2013
2   The Mobile Consumer: A Global Snapshot
M obile
                      The Next Media Powerhouse
                      When the first call was placed on a handheld mobile phone in 1973, the
                      prototype device used was capable of less than 30 minutes of battery life
                      and took 10 hours to re-charge. Fast-forward some 40 years later and
                      mobile device ownership has reached critical mass around the world.
                      Today, these devices serve as the primary communications and media
                      vehicles for many and play an increasingly important role in the daily
                      lives of consumers in both developed and high-growth economies.

                      To better understand today’s mobile world, we’ve selected data from the
                      following countries – Australia, Brazil, China, India, Italy, South Korea,
                      Russia, Turkey, the United Kingdom, and the United States – for an in-
                      depth look at mobile consumers and how they use their devices around
                      the globe.




The Mobile Consumer: A Global Snapshot                                                             3
Device Penetration and User Demographics
    Smartphone owners may be the majority of mobile users in countries
    like the U.S. and U.K., but the trusty feature phone (devices with no
    touchscreen or QWERTY keypad that operate without an advanced
    operating system) continues to be the mobile device of choice in places
    like India, Brazil and Russia where the network infrastructure required
    for smartphones and next generation mobile devices has yet to appear
    outside of large, urban centers. In general, younger consumers around
    the globe are more likely to embrace smartphone devices. It can be
    expected that their interest will help drive smartphone adoption as they
    age and make up a greater percentage of the consumer base.

    The increased functionality smartphones offer also means increased
    data and bandwidth usage, which comes at a price. While consumers in
    countries with higher smartphone ownership, like South Korea, the U.K.
    and the U.S. seem resigned to pay a fixed price for an unlimited or tiered
    data plan, consumers in countries with fewer smartphone owners and
    less of the 3G or 4G infrastructure in place are more likely to rely on pay-
    as-you-go data options or use WiFi.



    Consumer Smartphone Habits
    Around the World
    With operating systems and device capabilities that provide consumers
    more access to content and multimedia features, smartphones are
    transforming mobile habits in markets around the world. Games and
    social networking apps are generally the most popular across the
    countries selected.



    Mobile Shopping
    Mobile shopping via smartphone is still in its infancy in many countries
    around the world. Among the countries selected for this report, mobile
    wallet or NFC usage is still gaining traction with consumers; only
    the U.S. had a majority of smartphone users who use a shopping or
    retail app at least once a month. But smartphone users in a variety of
    countries are using their mobile devices to browse, if not purchase,
    products, conduct price comparisons and read product reviews.




4                                                                        Copyright © 2013 The Nielsen Company
Mobile Video
                     A clear global preference for how to view mobile video content has yet
                     to emerge. Mobile web and apps are the most likely choices for most
                     smartphone users, with downloading video clips seeming to be a less
                     popular method for most.

                     While generally not considered a replacement for traditional TV viewing,
                     mobile video is providing consumers with more opportunities to
                     engage with content at any time, anywhere. The majority of smartphone
                     consumers said they don’t feel as though mobile video viewing has any
                     impact on their normal TV habits. The greatest impact of mobile viewing
                     appears to be in high-growth economies. For example, roughly one-third
                     of Chinese smartphone users surveyed online said they have increased
                     their traditional TV viewing habits, while 28 percent of Indian users
                     believe they watch less traditional TV because of mobile viewing.


                     Mobile Advertising
                     With the dramatic growth in mobile usage around the world, content
                     providers and other publishers are increasingly seeking out new ways to
                     create value for their content, and brands and advertisers are looking for
                     more opportunities to get their messages in front of the right audience.
                     In all countries except India, smartphone owners are most likely to
                     receive mobile ads about once a day. Indian smartphone owners receive
                     mobile ads less frequently, with 70 percent seeing them about once a
                     week or less. In general, smartphone owners in developed markets are
                     the least likely to engage with mobile ads, while smartphone owners in
                     high-growth economies are more likely to engage.




                     About this Report
                     Nielsen’s 2013 Mobile Consumer Report pulls together findings from
                     surveys, custom and syndicated research conducted around the world
                     in 2012. Data collection methodologies and geographic representations
                     vary by country. Countries where data collection was conducted in
                     person or on the phone include India and Turkey. For Brazil, data
                     collection was conducted online, except for mobile and smartphone
                     penetration figures which were collected by phone.

                     The following pages contain a snapshot of the differences and
                     similarities among mobile consumers around the world and offer a
                     glimpse of the early demographic and behavior trends associated
                     with new mobile devices in emerging markets. Representing just
                     some of Nielsen’s mobile capabilities, these insights provide a better
                     understanding of both the challenges and opportunities that exist as the
                     mobile landscape continues to evolve.



The Mobile Consumer: A Global Snapshot                                                            5
WHO,
    WHAT,
    & WHERE?
    Mobile devices have reached critical mass, with a majority of
    consumers in both developed and high-growth economies now
    owning a mobile phone as of the first half of 2012. Even so, there
    are still notable differences in the types of mobile devices owned.
    For example, in China and India—the largest of the high-growth
    markets—consumers are at opposite ends of the mobile ownership
    spectrum: two-thirds of Chinese mobile subscribers surveyed online
    own a smartphone, compared to only 10 percent in India where feature
    phones are the overwhelming majority (80 percent penetration).

    South Korea, home to popular phone manufacturer Samsung, leads
    in both overall mobile ownership (99 percent) and smartphone
    ownership (67 percent). Among developed markets, smartphone
    ownership is lowest in the U.S. based on data collected during the first
    two quarters of 2012, but has steadily increased over the last few years,
    reaching 61 percent by December 2012. Brazilian and Turkish mobile
    subscribers are the most likely to own multimedia phones, which have
    similar capabilities as smartphones, but without an advanced level
    operating system, such as Android or iOS.




6                                                                       Copyright © 2013 The Nielsen Company
How many of us use a mobile phone?



                                                           Among Consumers Ages 16+




                                                                              86% - AUS
                                                                                         TRA
                                                                                               LIA
                                                                              84% - BR
                                                                                        AZIL
                                                                              89% - CH
                                                                                        INA
                                                                              81% - IND
                                                                                        IA
                                                                              97% - ITA
                                                                                       LY
                                                                              98% - R
                                                                                      USS
                                                                              99% - SO IA
                                                                                       UT
                                                                              97% -       H
                                                                                    UN       K
                                                                                       ITE OR
                                                                              94% -        D
                                                                                    UN       K



                                                                                            EA GDO
                                                                                       ITE

                                                                                              IN TATE
                                                                                                D
                                                                                                  S

                                                                                                    M
                                                                                                      S




                                                                                                                AUSTRALIA
                                                                                                                AUSTRALIA
                                                                                                                    BRAZIL
                                                                                                                    BRAZIL
                                                                                                                    CHINA
                                                                                                                    CHINA
                                                                                                                     INDIA
                                                                                                                     INDIA
                                                                                                                      ITALY
                                                                                                                    RUSSIA
                                                                                                                      ITALY
                                                                                                             SOUTH RUSSIA
                                                                                                                    KOREA
                                                                                                             SOUTHTURKEY
                                                                                                                    KOREA
                                                                                                                   TURKEY
                                                                                                          UNITED KINGDOM
                                                                                                          UNITED KINGDOM
                                                                                                            UNITED STATES
                                                                                                             UNITED STATES
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
Note: Total mobile penetration not available for Turkey.


The Mobile Consumer: A Global Snapshot                                                                                        7
What t ypes
    of devices
    do we use?
          Smartphone
          includes devices
          with and without
          touchscreens



          Multimedia Phone
          touchscreen and/or
          QWERT Y keypad, but
          without an advanced
          operating system



          Feature Phones
          no touchscreen,
          QWERT Y keypad,
          or advanced
          operating system




8                            Copyright © 2013 The Nielsen Company
What t ypes of devices do we use?



                              SMARTPHONE

                                                    65%                                                                     MULTIMEDIA PH
                              53%

             61%                                                                                                                   9%      4%
                                                                   36%
                                                                                                                            9%
                                                                                                        FEATURE PHONE
          19%                                                                 66%                                 20%
LTIMEDIA PHONE
                                                                                                         38%          31%
 9%           4%                                            10%                                                             10%
                                                                                                                                  44%
                            21%                                                                 30%                                11%     11%
           67%
                                 37%
                                                    62%                             61%                                           25%
                             9%

                       9%                                                                                                    FEATURE PHON
                                                                                                   23%
                       MULTIMEDIA PHONE
 11%          11%                                                                                                                 38%80% 31%
                                                                                                                      27%
                                   9%           4%                                                        51%
                                                              21%                                                     30%
                        9%

               20%                                              9%                                              61%          AUSTRALIA
                                                                                                                                 BRAZIL
                                                                                                                                 CHINA
                       10%                                 9%                                                                     INDIA
                                                                                                                       23%         ITALY
                                  11%           11%                                                                              RUSSIA
                                                                                                                          SOUTH KOREA      27%
                                                                                                                               51%
                                                                                                                                TURKEY
                                                                                                                       UNITED KINGDOM
                                                                                                                         UNITED STATES

       Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
       Reported percentages for U.S. are based on Q2 2012 data.


       The Mobile Consumer: A Global Snapshot                                                                                               9
Who are mobile
     consumers?
     There are differences in the device penetration rates between men and
     women among all countries, with China and Brazil showing the largest
     gender divide among smartphone owners (17 and 16 percentage points,
     respectively, skewing male). In general, smartphone owners globally
     tend to skew male (except for Australia) and feature phone owners tend
     to skew female.

     Younger users are more likely to own a smartphone and older users are
     more likely to own a feature phone, which makes sense since feature
     phones are more established in the marketplace. Though there are some
     exceptions – in Italy consumers have higher smartphone ownership
     among users ages 35-64, whereas in India feature phones have far more
     penetration than smartphones across all age segments – the broader
     trend suggests that smartphone adoption will likely continue to rise as
     younger consumers age.



                AUSTRALIA                    RUSSIA
                   BRAZIL                    SOUTH KOREA
                   CHINA                     TURKEY
                    INDIA                    UNITED KINGDOM
                     ITALY                   UNITED STATES




10                                                                  Copyright © 2013 The Nielsen Company
MALE
                                                                               FEMALE
                                                                              AGES 16-24
                                                                              AGES 25-34
                                   FEATURE PHONE
                                       34%
                                                                              AGES 35-44
                                                                              AGES 45-64
                                                                                           SMARTPHONE 51%
                                                  33%                           MALE                                                         64%
                                                    29%                        FEMALE                                                          67%
                                                              19%             AGES 16-24                                                                  77%
                                                             21%              AGES 25-34                                                                 76%
                                                       28%                    AGES 35-44                                                           69%
                                         44%                                  AGES 45-64                                         51%

                                               38%                              MALE                                     43%
                                    50%                                        FEMALE                         27%
                                          37%                                 AGES 16-24                                41%
                                       42%                                    AGES 25-34                                40%
                                      44%                                     AGES 35-44                              37%
                                 54%48%                                       AGES 45-64                22%                45%

                                                               18%              MALE                                                                 74%
                                                 34%                           FEMALE                                                  57%
                                                                  14%         AGES 16-24                                                                       82%
                                                               19%            AGES 25-34                                                                 75%
                                                    29%                       AGES 35-44                                                     63%
                                 54%             34%                          AGES 45-64                22%                      51%

               76%                                                              MALE             13%
        85%                                                                    FEMALE       7%
                     70%                                                      AGES 16-24         14%
          80%                                                                 AGES 25-34        12%
       86%                                                                    AGES 35-44      9%
      87%                                46%                                  AGES 45-64    6%                           44%

                                    49%                 25%                     MALE                                      44%                 66%
                                                      29%                      FEMALE                                                  57%
                                                           20%                AGES 16-24                                                59%
                                                             16%              AGES 25-34                                                            72%
                                                           20%                AGES 35-44                                                           70%
      87%                                      38%                            AGES 45-64    6%                                    54%

                                    49%        38%                              MALE                                      44%        55%
                                 54%                                           FEMALE                           31%
                                              38%                             AGES 16-24                                       49%
                                             41%                              AGES 25-34                                 43%

                       64%         FEATURE PHONE
                                   53%                                        AGES 35-44
                                                                              AGES 45-64
                                                                                           SMARTPHONE
                                                                                                 27%
                                                                                                                      38%


                             59%                           20%                  MALE                    21%                                     68%
                                                        25%                    FEMALE                                                         65%
                                                                        8%    AGES 16-24                                                                         86%
                                                                         7%   AGES 25-34                                                                         86%
                                                              21%             AGES 35-44                                                      66%
                       64%                     38%                            AGES 45-64                      27%              49%

                             59%                                                MALE                  21%
                           62%                                                 FEMALE              17%
                                         46%                                  AGES 16-24                       30%
                                   53%                                        AGES 25-34                 24%
                           63%                                                AGES 35-44          16%
              78%                              38%                            AGES 45-64     9%                                49%

                                                        26%                     MALE                                                           67%
                                                 34%                           FEMALE                                             54%
                                                               19%            AGES 16-24                                                            72%
                                                                 16%          AGES 25-34                                                                  78%
                                                        26%                   AGES 35-44                                                      65%
                                         46% 38%                              AGES 45-64                                  44%     54%

                                               38%      25%                     MALE                                               55%        66%
                                                37%                            FEMALE                                            52%
                                                              21%             AGES 16-24                                                      66%
                                                               19%            AGES 25-34                                                             73%
                                                       28%                    AGES 35-44                                                     64%
                                       48%                                    AGES 45-64                                  45%



Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012



The Mobile Consumer: A Global Snapshot                                                                                                                                 11
HOW MANY
     MOBILE DEVICES
     DO WE OWN?
     As mobile technology plays an increasingly important role in
     both our personal and professional lives around the world, some
     consumers are relying on multiple mobile devices to stay connected.
     More than half of Russian mobile subscribers (51 percent) own two
     or more mobile devices.




12                                                                   Copyright © 2013 The Nielsen Company
HOW MANY MOBILE DEVICES DO WE OWN?


                              OWN MULTIPLE MOBILE PHONES                                         OWN ONE MOBILE PHONE




              20%                                   48%                                    36%                  11%
           AUSTRALIA                                BRAZIL                                 CHINA                INDIA




              35%                                    51%                                   16%                  7%
                ITALY                               RUSSIA                           SOUTH KOREA               TURKEY




                                                     16%                                   17%
                                            UNITED KINGDOM                           UNITED STATES

Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012



The Mobile Consumer: A Global Snapshot                                                                                  13
How much does
            mobile service
            cost and who
            has a data plan?
            The cost of a data plan can be a major factor when choosing both a
            mobile provider and the device itself. Smartphones, with added features
            and functionality, often require more data. In some countries, like India
            and Russia where the median smartphone bill is significantly higher than
            that of all mobile users and feature phones have a higher penetration,
            consumers are opting for more flexible, less expensive options, such as
            “pay-as-you-go” data pricing, or taking advantage of WiFi connectivity.




     AUSTRALIA                                       BRAZIL
     HAVE A DATA PLAN?   1
                             AVG MONTHLY BILL        HAVE A DATA PLAN? 1    AVG MONTHLY BILL

                             AUD$     50                                    R$   50
                             SMART PHONE                                    SMART PHONE
                             USERS
                                                           43%              USERS

        81%                  AUD$     44                                    R$   49
                             ALL MOBILE                                     ALL MOBILE
                             PHONE USERS                                    PHONE USERS




     CHINA                                           INDIA
     HAVE A DATA PLAN?   1
                             AVG MONTHLY BILL        HAVE A DATA PLAN? 1    AVG MONTHLY BILL

                             ¥   100                                         499
                             SMART PHONE                                    SMART PHONE
                             USERS                                          USERS
                                                           57%
         77%                 ¥   100                                         300
                             ALL MOBILE                                     ALL MOBILE
                             PHONE USERS                                    PHONE USERS




     ITALY                                           RUSSIA
     HAVE A DATA PLAN?   1
                             AVG MONTHLY BILL        HAVE A DATA PLAN? 1    AVG MONTHLY BILL
                             €   22                                         РУБ   500
14                           SMART PHONE                                      Copyright
                                                                            SMART PHONE   © 2013 The Nielsen Company
                             USERS
PHONE USERS                                           PHONE USERS




                     CHINA                                                        INDIA
                     HAVE A DATA PLAN?       1
                                                  AVG MONTHLY BILL                HAVE A DATA PLAN? 1   AVG MONTHLY BILL

                                                  ¥   100                                                   499
                                                  SMART PHONE                                           SMART PHONE

                                   How much does mobile service cost?
                                                  USERS                                                 USERS
                                                         57%
                           77%                    ¥   100                                                   300
                                                  ALL MOBILE                                            ALL MOBILE
                                                  PHONE USERS                                           PHONE USERS




                     ITALY                                                        RUSSIA
                     HAVE A DATA PLAN?       1
                                                  AVG MONTHLY BILL                HAVE A DATA PLAN? 1   AVG MONTHLY BILL
                                                  €   22                                                РУБ   500
                                                  SMART PHONE                                           SMART PHONE

                             57%
                                                  USERS
                                                                                          43%           USERS

                                                  €   20                                                РУБ   400
                                                  ALL MOBILE                                            ALL MOBILE
                                                  PHONE USERS                                           PHONE USERS




                     SOUTH KOREA                                                  TURKEY
                     HAVE A DATA PLAN? 1          AVG MONTHLY BILL                HAVE A DATA PLAN? 1   AVG MONTHLY BILL

                                                      55000                                                 30
                                                  SMART PHONE                                           SMART PHONE
                                                  USERS                                                 USERS

                          89%                                                             49%
                                                      50000                                             N/A
                                                  ALL MOBILE                                            ALL MOBILE
                                                  PHONE USERS                                           PHONE USERS




                      UNITED KINGDOM                                              UNITED STATES
                      HAVE A DATA PLAN?      1
                                                  AVG MONTHLY BILL                HAVE A DATA PLAN? 1   AVG MONTHLY BILL

                                                  £   25                                                $   93
                                                  SMART PHONE                                           SMART PHONE
                                                  USERS                                                 USERS

                           85%                    £   20                               96%              $   66
                                                  ALL MOBILE                                            ALL MOBILE
                                                  PHONE USERS                                           PHONE USERS




     Do We Pre-Pay or Sign a Contract?

     The majority of mobile subscribers in India seemingly prefer pre-paid service to a fixed contract.

     In all countries, except Russia and South Korea, mobile subscribers tend to use a pre-paid
     service on non-smartphone devices.



1 Data plan percentages for all countries are based on smartphone users only.
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012




The Mobile Consumer: A Global Snapshot                                                                                     15
How do we
     decide which
     mobile device
     to buy?
     Consumers around the world are collectively embracing mobile devices
     and the criteria they use to determine which device to buy vary from
     country to country. Getting good value for the money spent on a device
     matters more to consumers responsible for purchase decisions in the
     U.S., U.K., Italy and China. Russian consumers say they care more about
     “stylish design” when deciding which mobile device to purchase, while
     Chinese consumers are more concerned with having a wide choice of
     applications to use on their device.




16                                                                    Copyright © 2013 The Nielsen Company
TOP SELECTION CRITERIA FOR BUYING MOBILE DEVICES



 AUSTRALIA                        CHINA                         ITALY                           SOUTH KOREA                      UNITED KINGDOM
    BRAZIL                         INDIA                       RUSSIA                                TURKEY                        UNITED STATES



                                                                                                    14%
                                                                                                                           22%
                                                                                                             17%
                                                                                                             17%
                                                                                                    14%
                            Stylish design                                                                                     23%
                                                                                                       15%
                                                                                                                   19%
                                                                                                          16%
                                                                         7%


                                                                                          11%
                                                                                                                                 24%
                                                                                                                         21%
                                                                                   9%
                                                                                                                               23%
                Good operating system                                                                  15%
                                                                                                 13%
                                                                                                          16%
                                                                                                       15%
                                                                              8%


                                                                                                                     20%
                                                                                                          16%
                                                                                                                                     25%
                                                                                                 13%
                                                                                                                                           28%
                 Good value for money                                                                                      22%
                                                                                                                     20%
                                                                                                                       21%
                                                                                                                                           28%
                                                                                                                                                 30%


                                                                                                                                     25%
                                                                                                          16%
                                                                                                 13%
                                                                                                                                                   31%
                                                                                                    14%
                               Easy to use                                                    12%
                                                                                                                           22%
                                                                                                                                     25%
                                                                                                                   19%
                                                                                        10%


                                                                                                       15%
                                                                                                       15%
                                                                                                                         21%
                                                                               8%
                                                                                                             17%
           Wide choice of applications                                                                 15%
                                                                                                       15%
                                                                          7%
                                                                                                          16%
                                                          2%




Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012



The Mobile Consumer: A Global Snapshot                                                                                                                   17
Where do we buy
                                    mobile devices?
                                    among those who purchased their own device
                                    in the past 6 months.




                                    49%
                                    OF RUSSIAN MOBILE USERS
                                                                                   46%
                                                                                   OF SOUTH KOREAN MOBILE
                                    PURCHASED THEIR DEVICE                         USERS PURCHASED THEIR
                                    AT A MAJOR ELECTRONICS                         DEVICE AT A MOBILE OPERATOR/
                                    OR MEDIA RETAIL STORE                          CARRIER RETAIL STORE




                                    37%                                            15%
                                                                                   OF CHINESE MOBILE USERS
                                    OF MOBILE USERS IN THE                         BOUGHT THEIR DEVICE
                                    U.K. PURCHASED THEIR                           DIRECT FROM THE
                                    MOBILE DEVICE ONLINE                           MANUFACTURER.




     Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012



18                                                                                                           Copyright © 2013 The Nielsen Company
What do we
                     do with OUR
                     smartphones?
                     Even with operating systems that offer consumers high-speed
                     connections, built-in multimedia features and access to a multitude of
                     apps, text messaging is still one of the most popular mobile activities
                     among smartphone owners in all countries. South Korean smartphone
                     owners are generally the most active when using their smartphone for
                     multimedia or commerce activities such as web browsing and online
                     banking, and Brazilians are the heaviest users of social media on their
                     smartphones.




                      Among all U.S. mobile
                      post-paid/contract users


                                              164.5
                                              Average number of calls sent/received per month



                                              644.1
                                              Average voice minutes used per month



                                              764.2
                                              Average number of text messages
                                              sent/received per month


                      Source: Nielsen Customer Value Metrics, 2012




The Mobile Consumer: A Global Snapshot                                                          19
What do we do with OUR smartphones? 1


           TEXT MESSAGING / SMS                                     EMAIL                               INSTANT MESSAGING
                            94%
                   86%                                            75%
                                                                         55%
                                                                                                                          33%
      92%                               85%                                                                        28%
                                                     68%                              66%
                                                                                                                                      57%
                                                                                                           37%



     78%                                      84%     33%                              58%           50%                                    67%


                                                                               17%                                              15%
                                  45%
                                                       52%                                             70%
      93%                                                                                                          34%    35%
                                                                  55%    51%
                           89%
                   95%



           SOCIAL NETWORKING                        STREAMING ONLINE MUSIC                              VIDEO / MOBILE TV

                    63%    58%
                                                                   38%
                                       75%                               21%                                       28%
           63%                                                                                                            19%
                                                                                 39%                                                 43%
                                                            20%                                              19%


     69%                                 62%          22%                              59%                   9%                       39%


                                                                               11%                                              8%
                                 26%                    40%                                              44%
            55%                                                                                                           17%
                                                                         26%                                       36%
                          47%                                      41%
                    59%




                  APPLICATIONS                              WEB BROWSING                                 MOBILE SHOPPING
                                                                  82%
                    62%    59%                                           60%
                                                                                                                   30%    25%
                                        74%           66%                             69%
            56%
                                                                                                             26%                17%


           38%                            71%         37%                                   75%              3%                        43%


                                 13%                                           15%                                              7%
                                                                                                         43%
                                                     80%                                                            17%   15%
       81%
                                                                         37%
                          49%
                                                                  68%
                   64%


       AUSTRALIA                       CHINA            ITALY                        SOUTH KOREA                 UNITED KINGDOM
          BRAZIL                        INDIA          RUSSIA                             TURKEY                   UNITED STATES



20                                                                                                 Copyright © 2013 The Nielsen Company
How do smartphones impact shopping?

     Across the board, top smartphone shopping activities include browsing products, price comparison
     and reading product reviews.

     Smartphone owners in the U.S. are the most likely to use their device for in-store price comparison,
     online coupons and purchasing products.




                                  MOBILE BANKING                                           LOCATION-BASED
                                                                                            SERVICES/GPS


                                          38%       40%                                                48%    39%
                                                                                                                           56%
                                   28%                     28%                             34%


                                    4%                           42%                        10%                             52%

                                                          7%                                                        8%
                                 51%                                                     59%
                                                   22%
                                          33%                                                                 42%
                                                                                                       46%




                         BARCODE OR QR SCANNING                                         NFC/MOBILE WALLET


                                           24%     14%
                                                                                                        3%    4%
                                    18%                    22%                                                      11%
                                                                                                  4%

                                    2%                         30%                               1%                       20%

                                                         N/A                                   15%                  N/A
                                  38%                                                                         3%
                                           12%     14%                                                  11%




1 Activities performed among smartphone users within the past 30 Days
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012



 The Mobile Consumer: A Global Snapshot                                                                                           21
Which apps
     do we use?
     Apps continue to increase in popularity. Chinese and American
     smartphone owners are the heaviest app users overall, with games being
     the most used type of app in more than half of the selected countries
     (China, Australia, Italy and Brazil). Social networking app usage is
     strongest in the U.S., with 85 percent of American smartphone owners
     as regular users. Smartphone owners in India and Turkey are the least
     likely to regularly use all categories of apps, but the most popular tend
     to be more entertainment driven, like social networking and games.




         AUSTRALIA                     RUSSIA
            BRAZIL                     SOUTH KOREA
            CHINA                      TURKEY
             INDIA                     UNITED KINGDOM
              ITALY                    UNITED STATES




22                                                                     Copyright © 2013 The Nielsen Company
WhICH APPS DO WE USe? 1


                   GAMES                                SOCIAL NETWORKING                                          VIDEO/MOVIES
                                                                       85%
                 61%      53%                                                                                                  65%
                                                                               50%
                                      68%                                                   67%                                      19%
      54%                                                   58%                                                                                   49%
                                                                                                                    24%


      32%                                70%              49%                                    60%                14%                             56%


                                 39%                                                  29%                           36%                      29%
      61%                                                    49%
                                                                                                                                     22%
                          52%                                                  47%                                             42%
                 60%                                                    53%




                       NEWS                         MAPS/NAVIGATION/SEARCH                                               WEATHER
                                                                       84%

                 38%                                                           45%                                             48%    46%
                         25%
        38%                       45%                        45%                           51%                     43%                        37%


         10%                            55%                       5%                             63%                   9%                               62%


                                13%                                                  14%                                                    10%
      54%                                                   61%                                                  62%
                  39%    33%                                                                                                         39%
                                                                        52%    46%                                             48%




      BANKING/FINANCE                                       SHOPPING/RETAIL                                        PRODUCTIVITY
                                                                                                                               74%
                 53%                                                    53%
                          32%                                                  21%
                                                                                                                                     14%
                                 36%                                                  26%                                                    24%
         26%                                                    28%                                                    14%


            6%                         48%                        4%                        44%                          1%
                                                                                                                                                   40%
                                14%                                                  11%                                 11%                11%
       47%                                                    40%
                         17%                                             18%   17%                                                   14%
                  31%
                                                                                                                               53%




     WONDERING ABOUT MOBILE WEB USAGE?
     Facebook, Google, YouTube, Twitter and eBay consistently rank in the top 10 sites among
     mobile web users around the world.



1 Types of apps used regularly among smartphone app users
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012, US Nielsen Smartphone Analytics


The Mobile Consumer: A Global Snapshot                                                                                                                        23
How do we
     watch mobile
     video?
     Smartphones are a popular device for watching video, despite the
     smaller screen size. In most countries, mobile web is the most popular
     means of accessing mobile video, while smartphone owners in the U.K.
     and South Korea are more likely to watch mobile video using an app. In
     the U.S., smartphone owners are equally likely to watch video via mobile
     internet and apps (72 percent), and Indian smartphone owners are the
     most likely to view downloaded video clips (57 percent).




24                                                                     Copyright © 2013 The Nielsen Company
How do we watch mobile video?




                                                                                                           OTHER


                               MOBILE WEB                 APPLICATIONS                 DOWNLOAD CLIPS      OTHER



             AUSTRALIA              60%                        46%                         37%               7%



                  BRAZIL            64%                        49%                         38%               3%



                                     22
                                    74%                         22
                                                               55%                          22
                                                                                           39%               22
                                                                                                             2%
                  CHINA             MINUTES
                                    39 SECONDS
                                                               MINUTES
                                                                39 SECONDS
                                                                                           MINUTES
                                                                                           39 SECONDS
                                                                                                           MINUTES
                                                                                                            39 SECONDS
                                      per visitor                 per visitor                per visitor      per visitor




                    INDIA           60%                        33%                         57%               2%



                     ITALY          68%                        50%                         30%               3%



        SOUTH KOREA                  22
                                    46%
                                    MINUTES
                                                                22
                                                               52%
                                                               MINUTES
                                                                                            22
                                                                                           19%
                                                                                           MINUTES
                                                                                                             22
                                                                                                             5%
                                                                                                           MINUTES
                                    39 SECONDS                  39 SECONDS                 39 SECONDS       39 SECONDS
                                      per visitor                 per visitor                per visitor      per visitor




                  RUSSIA             22
                                    60%
                                    MINUTES
                                                                22
                                                               35%
                                                               MINUTES
                                                                                            22
                                                                                           35%
                                                                                           MINUTES
                                                                                                             22
                                                                                                             9%
                                                                                                           MINUTES
                                    39 SECONDS                  39 SECONDS                 39 SECONDS       39 SECONDS
                                      per visitor                 per visitor                per visitor      per visitor




   UNITED KINGDOM                   55%                        59%                         23%               5%



        UNITED STATES               72%                        72%                         42%                1%


Source: Nielsen Smartphone Insights, first half of 2012; Nielsen Mobile Video Report



The Mobile Consumer: A Global Snapshot                                                                                      25
How often
     do we watch
     mobile video on
     smartphones?
     Chinese smartphone owners are the heaviest users of mobile video, as
     17 percent access more than three times a day. Mobile video viewing is
     fairly infrequent among the developed markets, as a third of smartphone
     users in the U.K., Australia and Italy access less than once a week.
     American smartphone owners are the exception, leading all countries in
     daily mobile video usage (31 percent use at least once per day).




26                                                                    Copyright © 2013 The Nielsen Company
FREQUENCY OF ACCESING MOBILE VIDEO


          among all mobile users who have watched video on their phone in the past 30 days


   >3 TIMES/DAY               2-3 TIMES/DAY            ONCE/DAY                SEVERAL TIMES/WEEK          ONCE/WEEK                  < ONCE/WEEK




                             7%                                                                                     7%
                                                                                   15%                                          17%
                                        8%                                                                   6%
                                                               22%

        33%

                                                                                               18%
               AUSTRALIA                      18%
                                                                       BRAZIL                                      CHINA                20%

                                                         18%
                                                                                                      34%
                                                                                         12%
              14%
                                  20%                                                                                         17%
                                                                        16%




                         2% 1%                                                8%                                         4%
                                   11%                                                                       18%                7%
                                                                                         7%

        34%                                               34%
                                                                                                                                       15%
                                                                                               12%

                    INDIA                                               ITALY                                      SOUTH
                                                                                                     14%           KOREA
                                             33%

                                                                11%                 28%
                 18%                                                                                                      42%




                             6%                                               5%                                    2% 2%
                                                                                                                          7%
                                   6%                                                9%                      16%

                                             11%          33%

                                                                                               16%
       42%
                                                                      UNITED                                       UNITED
                    RUSSIA                                           KINGDOM                                       STATES               31%


                                         22%
                                                                 16%                 21%                    42%
                       13%




Source: Nielsen Smartphone Insights, first half of 2012; and Nielsen Mobile Video Report



The Mobile Consumer: A Global Snapshot                                                                                                              27
HOW DOES
     watching MOBILE
     VIDEO IMPACT
     TV VIEWING?
     While mobile video viewing is not considered a replacement for other
     TV viewing, it does provide consumers around the world with more
     opportunities to view content, regardless of their location. The majority
     of smartphone owners surveyed in all selected countries say their
     viewing habits have been unaffected by mobile video usage and they
     still watch the same amount of traditional TV. Smartphone owners in
     high-growth economies reported the most drastic impact: nearly a third
     of Chinese smartphone owners surveyed say they now watch more
     traditional TV, while 28 percent of smartphone users in India say they
     felt their traditional TV viewing decreased.




28                                                                      Copyright © 2013 The Nielsen Company
Impact of Mobile Video on Television Viewing



 TRADITIONAL TV VIEWING INCREASED                   TRADITIONAL TV VIEWING STAYED THE SAME                    TRADITIONAL TV VIEWING DECREASED




                 13%            15%
                                                               22%                                               23%         7%
                                                                                           26%
                                                                                                                                              32%



                AUSTRALIA                                               BRAZIL                                          CHINA


                        72%                                                   52%                                         46%




                                                                  16%                16%                                                15%
                                  25%                                                                             21%
          28%



                    INDIA                                                ITALY                                          SOUTH
                                                                                                                        KOREA


                          47%                                                  68%                                           65%




                           7%                                            5%                                             9%         8%
                  11%
                                                                                      19%




                                                                   UNITED                                               UNITED
                   RUSSIA                                         KINGDOM                                               STATES


                         82%                                            76%                                                  83%




Source: Nielsen Smartphone Insights, first half of 2012; and Nielsen Mobile Video Report, US data source is the Connected Device Report, 2012.



The Mobile Consumer: A Global Snapshot                                                                                                              29
WHAT T YPE
            OF MOBILE
            ADVERTISING DO
            SMARTPHONE
            USERS RECEIVE?
            With the dramatic growth in mobile usage around the world, content
            providers and publishers are increasingly seeking out new ways to
            create value for their content, and brands and advertisers are looking for
            more opportunities to get their messages in front of the right audience.
            Smartphone owners in India and Turkey are the least likely to receive or
            see any ads on their device. With the exception of the U.S., in developed
            markets, smartphone owners are most likely to receive mobile ads via
            apps. Russian smartphone owners are the most likely to use their phone
            for texting (95 percent), so it’s no surprise that text messages are the
            most common method for receiving mobile ads. Chinese smartphone
            owners say they receive the most mobile ads, topping all countries in
            ads received via online games, mobile video/TV, streaming radio and
            location-based services.

                    AUSTRALIA                    RUSSIA
                       BRAZIL                    SOUTH KOREA
                       CHINA                     TURKEY
                        INDIA                    UNITED KINGDOM
                         ITALY                   UNITED STATES



            APPLICATIONS                                    MOBILE INTERNET

             24%       30%                                      27%        25%
                                  32%                                                 36%
      27%                                                19%


       7%                            38%                 9%                              35%

                             4%                                                   13%
     47%                                              45%
              19%      22%                                                20%
                                                                32%




30                                                                               Copyright © 2013 The Nielsen Company
TEXT MESSAGE/SMS                                                            STREAMING ONLINE
                                                                                                     MUSIC/RADIO

                             17%        15%                                                            26%
                                                                                                             8%
                                                     38%
                     13%                                                                                              19%
                                                                                                  8%

               22%                                     28%                                   6%                           27%


                                                 18%                                             14%                 7%
                  27%
                                                                                                       9%    8%
                                        22%
                           34%



                         ONLINE GAMES                                                             LOCATION-BASED
                                                                                                   SERVICES/GPS

                            25%         18%                                                            10%   7%
                                                   28%                                                                17%
                    12%                                                                           6%

                   8%                                  32%                                       2%                       19%

                                                8%                                                                   3%
                  25%                                                                        17%
                             17%        14%                                                            10%   9%




                      WATCHING VIDEO/                                                        DID NOT SEE ADVERTISING
                         MOBILE TV                                                             WHILE USING PHONE

                                                                                                               51%

                             17%        9%                                                             N/A
                                                                                       53%
                                                 19%                                                                  20%
                    11%

                                                                                                         NO               16%
                                                       30%                       68%
                    6%
                                                                                                         ADS
                                               6%
                    18%                                                                          19%
                             12%        7%                                                                                  67%
                                                                                                       35%
                                                                                                             48%

Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012



The Mobile Consumer: A Global Snapshot                                                                                            31
HOW OFTEN
     DO WE RECEIVE
     MOBILE ADS ON
     OUR PHONES?
     In all countries except India, smartphone owners are most likely to
     receive mobile ads about once a day. Indian smartphone owners
     receive mobile ads less frequently, with 39 percent seeing them about
     once a week.




32                                                                     Copyright © 2013 The Nielsen Company
How often do we receive mobile ads on our phones?


                                   AMONG smartphone owners who have received ads


                          AT LEAST ONCE A DAY               WEEKLY           MONTHLY             LESS THAN ONCE PER MONTH


       AUSTRALIA

          57%                                                                            25%                      8%         9%
       BRAZIL

          62%                                                                                    26%                    5% 7%
       CHINA

          65%                                                                                      26%                      5% 4%

       INDIA

          30%                                       39%                                                   15%               16%

       ITALY

          53%                                                                       25%                          8%         13%
       SOUTH KOREA

          78%                                                                                                   16%           4% 1%

       RUSSIA

          55%                                                                          27%                            10%     8%

       TURKEY

          74%                                                                                              16%              6% 4%
       UNITED KINGDOM

          58%                                                                              29%                           8% 4%

       UNITED STATES

          57%                                                                             24%                      10%        8%

Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012



The Mobile Consumer: A Global Snapshot                                                                                                33
HOW DO
     SMARTPHONE
     USERS FEEL
     ABOUT MOBILE
     ADVERTISING?
     In general, smartphone owners in developed markets are the least
     likely to engage with mobile ads, while smartphone owners in high-
     growth economies are more likely. For instance, Indian smartphone
     owners are among the least likely to receive ads on their smartphone,
     but don’t seem to mind the ones they do see and are the most likely
     among smartphone users in all countries to engage with ads. Indian
     smartphone owners are also more likely to be comfortable providing
     some kind of personal information if it means being served an ad that
     is more tailored to them and their interests.




     Ad Clickers
     53 percent of Chinese smartphone owners say “sometimes”
     they click on mobile ads they’ve viewed. An additional 4 percent say
     they “always look at the ad and sometimes click on it”.



     Ad Intrigued
     36 percent of Russian smartphone owners looked
     online for more information on an advertised product.



     AD TOLERANT
     Smartphone owners in India are the least likely to
     be annoyed with mobile ads.

     Source: Nielsen Smartphone Insights, first half of 2012




34                                                                    Copyright © 2013 The Nielsen Company
FEELINGS ABOUT MOBILE ADVERTISING



 AUSTRALIA                        CHINA                       ITALY                        SOUTH KOREA                             UNITED KINGDOM
    BRAZIL                         INDIA                     RUSSIA                             TURKEY                               UNITED STATES



                                                                                    17%
                                                                                                                             38%
                                                                                                                                         43%
            I am more likely to click on                                                                                                                      54%
                                                                                                             29%
           ads that are simple text ads                                                           25%
                                                                                     18%
                                                                                                                       35%
                                                                                     18%
                                                                                        20%


                                                                              15%
                                                                                                                                   41%
                                                                                                                             38%
               I am more likely to click                                                                                                                    52%
                                                                                                 24%
               on ads that incorporate                                                                 27%
                  multimedia elements                                                            24%
                                                                                                                     33%
                                                                              15%
                                                                                           21%


                                                                           13%
    I am OK with providing personal                                                                            31%
                                                                                                               31%
                                                                                                                                                        52%
       information in order to receive                                                          24%
         custom advertisement which                                                           23%
                                                                                              23%
                  match my interests                                                                     28%
                                                                            14%
                                                    N/A


                                                                                                                             38%
                                                                                                                                                      50%
                                                                                                                                                47%
I am OK with advertising if it means                                                                                                                          54%
                                                                                                                                 39%
   that I can access content for free                                                                                                                 50%
                                                                                                                       35%
                                                                                                                      34%
                                                                                                                                 39%
                                                                                                                                                      50%


                                                                                                 24%
                                                                                                                                          44%
                                                                                                                                 39%
    I am OK with ads which contain                                                                                                                           53%
 geographically relevant information                                                                                   35%
                                                                                                                                 39%
based on where I am at a given time                                                                26%
                                                                                                                            37%
                                                                                                   26%
                                                    N/A


                                                                                                                     33%
                                                                                                                                                              54%
   I am more likely to click on an ad                                                                                                      45%
                                                                                                                                                              54%
that does not take me outside of the                                                                           31%
                                                                                                                      34%
      application to another website                                                 18%
                                                                                                                           36%
                                                                                                              30%
                                                                                                                           36%



Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012



The Mobile Consumer: A Global Snapshot                                                                                                                              35
METHODOLOGIES
     Global Smartphone Insights
     Methodology

     Australia
     Online interviews conducted nationally. Respondents were between the
     ages of 16 and 64. The incidence module interviewed a total of 1,158
     random contacts. Detailed interviews were completed with 1,682 mobile
     users, 1,063 of which were smartphone users and 619 of which were
     non-smartphone users. Interviews were conducted during February 2012.



     Brazil
     The incidence module was conducted over the phone while the detailed
     module was conducted online nationally. Respondents were between
     the ages of 16 and 64. The incidence module interviewed a total of 986
     random contacts. Detailed interviews were completed with 1,603 mobile
     users, 748 of which were smartphone users and 855 of which were non-
     smartphone users. Interviews were conducted during April-May 2012.



     China
     Online interviews conducted in urban areas. Sample was sourced
     from the following cities: Shanghai, Nanjing, Hangzhou, Guangzhou,
     Shenzhen, Nanning, Beijing, Tianjin, Shijiazhuang, Chongqing,
     Chengdu, Kunming, Zhengzhou, Wuhan, Changsha, Shenyang,
     Changchun, Haerbin, Xian, Lanzhou, Xining. Respondents were between
     the ages of 16 and 64. The incidence module interviewed a total of 1,210
     random contacts. Detailed interviews were completed with 2,477 mobile
     users, 1,639 of which were smartphone users and 838 of which were
     non-smartphone users. Interviews were conducted during February 2012.
     Due to the online-only methodology in China, which excludes a large
     portion of China’s rural population, smartphone penetration may skew
     high.



     India
     Face-to-face interviews conducted in 8 Indian cities (Mumbai, Delhi,
     Kolkata, Bangalore, Hyderabad, Ahmedabad, Pune, Lucknow).
     Respondents were between the ages of 16 and 64. The incidence
     module interviewed a total of 3,203 random contacts. The detail module
     of mobile users only interviewed a total of 3,067 mobile users, 1,593 of
     which were smartphone users and 1,474 of which were non-smartphone
     users. Interviews were conducted during March-April 2012.



36                                                                    Copyright © 2013 The Nielsen Company
Italy
                     Online interviews conducted nationally. Respondents were between the
                     ages of 16 and 64. The incidence module interviewed a total of 1,062
                     random contacts. Detailed interviews were completed with 1,632 mobile
                     users, 1,026 of which were smartphone users and 606 of which were
                     non-smartphone users. Interviews were conducted during March 2012.



                     South Korea
                     Online interviews conducted nationally. Respondents were between the
                     ages of 16 and 64. The incidence module interviewed a total of 1,041
                     random contacts. Detailed interviews were completed with 1,765 mobile
                     users, 1,145 of which were smartphone users and 620 of which were non-
                     smartphone users. Interviews were conducted during February 2012.



                     Russia
                     Online interviews conducted in 12 major metros. Respondents were
                     between the ages of 16 and 64. The incidence module interviewed a
                     total of 1,039 mobile users to determine the type of primary handset
                     used. Detailed interviews were completed with 1,645 mobile users, 912
                     of which were smartphone users and 733 of which were non-smartphone
                     users. Interviews were conducted during March-April 2012. Due to the
                     online-only methodology in Russia, which excludes a large portion of
                     Russia’s rural population, smartphone penetration may skew high.



                     Turkey
                     Face-to-face interviews conducted in large and medium metros.
                     Respondents were between the ages of 16 and 64. The incidence
                     module interviewed a total of 4,042 random contacts. Detailed
                     interviews were completed with smartphone users only. The sample
                     achieved was 776 Smartphone users. Interviews were conducted during
                     April-May 2012.



                     U.K.
                     Online interviews conducted nationally. Respondents were between the
                     ages of 16 and 64. The incidence module interviewed a total of 1,025
                     random contacts. Detailed interviews were completed with 1,607 mobile
                     users, 995 of which were smartphone users and 612 of which were non-
                     smartphone users. Interviews were conducted during March 2012.




The Mobile Consumer: A Global Snapshot                                                        37
ADDITIONAL Methodology

     Nielsen Mobile Insights
     Online interviews conducted nationally among U.S. mobile users.
     Respondents were aged 13+. The incidence module interviewed a total
     of 84,565 random contacts. Detailed interviews were completed with
     76,204 mobile users, 54,585 of which were able to identify their mobile
     phone. 28,103 respondents were smartphone users and 26,482 were
     non-smartphone users. Interviews were conducted during
     April-June 2012.


     Nielsen Mobile Video Report
     Online survey of 5,719 mobile users that had accessed video on their
     mobile phone in the past 30 days. The survey is conducted nationally
     and respondents are re-contacted based on the Mobile Insights
     syndicated survey. Interviews were conducted during April-June 2012.


     Nielsen Customer Value Metrics:
     A bill-scraping platform that measures actual mobile charges and
     usage by passively collecting information from online bills. The sample
     consists of 30,000+ opt-in panelists and 65,000+ line-level bills each
     month using advanced e-bill scraping technology. The sample consists
     of postpaid, non-corporate liable consumers that belong to the top 4
     carriers (AT&T, Verizon, Sprint and T-Mobile). Nielsen Customer Value
     Metrics data cited in this publication was collected during April-June
     2012.


     Nielsen Smartphone Analytics
     Nielsen’s on-device software is installed with permission on panelist
     Android and iOS smartphones. Mobile app and web usage are
     electronically measured through this fully opted-in panel. There are
     ~5,000 panelists ages 18+ that participate in the panel nationally.
     Nielsen Smartphone Analytics data cited in this publication was
     collected in June 2012.




38                                                                     Copyright © 2013 The Nielsen Company
Nielsen Research: Mobile consumer report 2013
Nielsen Research: Mobile consumer report 2013

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Nielsen Research: Mobile consumer report 2013

  • 2. 2 The Mobile Consumer: A Global Snapshot
  • 3. M obile The Next Media Powerhouse When the first call was placed on a handheld mobile phone in 1973, the prototype device used was capable of less than 30 minutes of battery life and took 10 hours to re-charge. Fast-forward some 40 years later and mobile device ownership has reached critical mass around the world. Today, these devices serve as the primary communications and media vehicles for many and play an increasingly important role in the daily lives of consumers in both developed and high-growth economies. To better understand today’s mobile world, we’ve selected data from the following countries – Australia, Brazil, China, India, Italy, South Korea, Russia, Turkey, the United Kingdom, and the United States – for an in- depth look at mobile consumers and how they use their devices around the globe. The Mobile Consumer: A Global Snapshot 3
  • 4. Device Penetration and User Demographics Smartphone owners may be the majority of mobile users in countries like the U.S. and U.K., but the trusty feature phone (devices with no touchscreen or QWERTY keypad that operate without an advanced operating system) continues to be the mobile device of choice in places like India, Brazil and Russia where the network infrastructure required for smartphones and next generation mobile devices has yet to appear outside of large, urban centers. In general, younger consumers around the globe are more likely to embrace smartphone devices. It can be expected that their interest will help drive smartphone adoption as they age and make up a greater percentage of the consumer base. The increased functionality smartphones offer also means increased data and bandwidth usage, which comes at a price. While consumers in countries with higher smartphone ownership, like South Korea, the U.K. and the U.S. seem resigned to pay a fixed price for an unlimited or tiered data plan, consumers in countries with fewer smartphone owners and less of the 3G or 4G infrastructure in place are more likely to rely on pay- as-you-go data options or use WiFi. Consumer Smartphone Habits Around the World With operating systems and device capabilities that provide consumers more access to content and multimedia features, smartphones are transforming mobile habits in markets around the world. Games and social networking apps are generally the most popular across the countries selected. Mobile Shopping Mobile shopping via smartphone is still in its infancy in many countries around the world. Among the countries selected for this report, mobile wallet or NFC usage is still gaining traction with consumers; only the U.S. had a majority of smartphone users who use a shopping or retail app at least once a month. But smartphone users in a variety of countries are using their mobile devices to browse, if not purchase, products, conduct price comparisons and read product reviews. 4 Copyright © 2013 The Nielsen Company
  • 5. Mobile Video A clear global preference for how to view mobile video content has yet to emerge. Mobile web and apps are the most likely choices for most smartphone users, with downloading video clips seeming to be a less popular method for most. While generally not considered a replacement for traditional TV viewing, mobile video is providing consumers with more opportunities to engage with content at any time, anywhere. The majority of smartphone consumers said they don’t feel as though mobile video viewing has any impact on their normal TV habits. The greatest impact of mobile viewing appears to be in high-growth economies. For example, roughly one-third of Chinese smartphone users surveyed online said they have increased their traditional TV viewing habits, while 28 percent of Indian users believe they watch less traditional TV because of mobile viewing. Mobile Advertising With the dramatic growth in mobile usage around the world, content providers and other publishers are increasingly seeking out new ways to create value for their content, and brands and advertisers are looking for more opportunities to get their messages in front of the right audience. In all countries except India, smartphone owners are most likely to receive mobile ads about once a day. Indian smartphone owners receive mobile ads less frequently, with 70 percent seeing them about once a week or less. In general, smartphone owners in developed markets are the least likely to engage with mobile ads, while smartphone owners in high-growth economies are more likely to engage. About this Report Nielsen’s 2013 Mobile Consumer Report pulls together findings from surveys, custom and syndicated research conducted around the world in 2012. Data collection methodologies and geographic representations vary by country. Countries where data collection was conducted in person or on the phone include India and Turkey. For Brazil, data collection was conducted online, except for mobile and smartphone penetration figures which were collected by phone. The following pages contain a snapshot of the differences and similarities among mobile consumers around the world and offer a glimpse of the early demographic and behavior trends associated with new mobile devices in emerging markets. Representing just some of Nielsen’s mobile capabilities, these insights provide a better understanding of both the challenges and opportunities that exist as the mobile landscape continues to evolve. The Mobile Consumer: A Global Snapshot 5
  • 6. WHO, WHAT, & WHERE? Mobile devices have reached critical mass, with a majority of consumers in both developed and high-growth economies now owning a mobile phone as of the first half of 2012. Even so, there are still notable differences in the types of mobile devices owned. For example, in China and India—the largest of the high-growth markets—consumers are at opposite ends of the mobile ownership spectrum: two-thirds of Chinese mobile subscribers surveyed online own a smartphone, compared to only 10 percent in India where feature phones are the overwhelming majority (80 percent penetration). South Korea, home to popular phone manufacturer Samsung, leads in both overall mobile ownership (99 percent) and smartphone ownership (67 percent). Among developed markets, smartphone ownership is lowest in the U.S. based on data collected during the first two quarters of 2012, but has steadily increased over the last few years, reaching 61 percent by December 2012. Brazilian and Turkish mobile subscribers are the most likely to own multimedia phones, which have similar capabilities as smartphones, but without an advanced level operating system, such as Android or iOS. 6 Copyright © 2013 The Nielsen Company
  • 7. How many of us use a mobile phone? Among Consumers Ages 16+ 86% - AUS TRA LIA 84% - BR AZIL 89% - CH INA 81% - IND IA 97% - ITA LY 98% - R USS 99% - SO IA UT 97% - H UN K ITE OR 94% - D UN K EA GDO ITE IN TATE D S M S AUSTRALIA AUSTRALIA BRAZIL BRAZIL CHINA CHINA INDIA INDIA ITALY RUSSIA ITALY SOUTH RUSSIA KOREA SOUTHTURKEY KOREA TURKEY UNITED KINGDOM UNITED KINGDOM UNITED STATES UNITED STATES Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012 Note: Total mobile penetration not available for Turkey. The Mobile Consumer: A Global Snapshot 7
  • 8. What t ypes of devices do we use? Smartphone includes devices with and without touchscreens Multimedia Phone touchscreen and/or QWERT Y keypad, but without an advanced operating system Feature Phones no touchscreen, QWERT Y keypad, or advanced operating system 8 Copyright © 2013 The Nielsen Company
  • 9. What t ypes of devices do we use? SMARTPHONE 65% MULTIMEDIA PH 53% 61% 9% 4% 36% 9% FEATURE PHONE 19% 66% 20% LTIMEDIA PHONE 38% 31% 9% 4% 10% 10% 44% 21% 30% 11% 11% 67% 37% 62% 61% 25% 9% 9% FEATURE PHON 23% MULTIMEDIA PHONE 11% 11% 38%80% 31% 27% 9% 4% 51% 21% 30% 9% 20% 9% 61% AUSTRALIA BRAZIL CHINA 10% 9% INDIA 23% ITALY 11% 11% RUSSIA SOUTH KOREA 27% 51% TURKEY UNITED KINGDOM UNITED STATES Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012 Reported percentages for U.S. are based on Q2 2012 data. The Mobile Consumer: A Global Snapshot 9
  • 10. Who are mobile consumers? There are differences in the device penetration rates between men and women among all countries, with China and Brazil showing the largest gender divide among smartphone owners (17 and 16 percentage points, respectively, skewing male). In general, smartphone owners globally tend to skew male (except for Australia) and feature phone owners tend to skew female. Younger users are more likely to own a smartphone and older users are more likely to own a feature phone, which makes sense since feature phones are more established in the marketplace. Though there are some exceptions – in Italy consumers have higher smartphone ownership among users ages 35-64, whereas in India feature phones have far more penetration than smartphones across all age segments – the broader trend suggests that smartphone adoption will likely continue to rise as younger consumers age. AUSTRALIA RUSSIA BRAZIL SOUTH KOREA CHINA TURKEY INDIA UNITED KINGDOM ITALY UNITED STATES 10 Copyright © 2013 The Nielsen Company
  • 11. MALE FEMALE AGES 16-24 AGES 25-34 FEATURE PHONE 34% AGES 35-44 AGES 45-64 SMARTPHONE 51% 33% MALE 64% 29% FEMALE 67% 19% AGES 16-24 77% 21% AGES 25-34 76% 28% AGES 35-44 69% 44% AGES 45-64 51% 38% MALE 43% 50% FEMALE 27% 37% AGES 16-24 41% 42% AGES 25-34 40% 44% AGES 35-44 37% 54%48% AGES 45-64 22% 45% 18% MALE 74% 34% FEMALE 57% 14% AGES 16-24 82% 19% AGES 25-34 75% 29% AGES 35-44 63% 54% 34% AGES 45-64 22% 51% 76% MALE 13% 85% FEMALE 7% 70% AGES 16-24 14% 80% AGES 25-34 12% 86% AGES 35-44 9% 87% 46% AGES 45-64 6% 44% 49% 25% MALE 44% 66% 29% FEMALE 57% 20% AGES 16-24 59% 16% AGES 25-34 72% 20% AGES 35-44 70% 87% 38% AGES 45-64 6% 54% 49% 38% MALE 44% 55% 54% FEMALE 31% 38% AGES 16-24 49% 41% AGES 25-34 43% 64% FEATURE PHONE 53% AGES 35-44 AGES 45-64 SMARTPHONE 27% 38% 59% 20% MALE 21% 68% 25% FEMALE 65% 8% AGES 16-24 86% 7% AGES 25-34 86% 21% AGES 35-44 66% 64% 38% AGES 45-64 27% 49% 59% MALE 21% 62% FEMALE 17% 46% AGES 16-24 30% 53% AGES 25-34 24% 63% AGES 35-44 16% 78% 38% AGES 45-64 9% 49% 26% MALE 67% 34% FEMALE 54% 19% AGES 16-24 72% 16% AGES 25-34 78% 26% AGES 35-44 65% 46% 38% AGES 45-64 44% 54% 38% 25% MALE 55% 66% 37% FEMALE 52% 21% AGES 16-24 66% 19% AGES 25-34 73% 28% AGES 35-44 64% 48% AGES 45-64 45% Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012 The Mobile Consumer: A Global Snapshot 11
  • 12. HOW MANY MOBILE DEVICES DO WE OWN? As mobile technology plays an increasingly important role in both our personal and professional lives around the world, some consumers are relying on multiple mobile devices to stay connected. More than half of Russian mobile subscribers (51 percent) own two or more mobile devices. 12 Copyright © 2013 The Nielsen Company
  • 13. HOW MANY MOBILE DEVICES DO WE OWN? OWN MULTIPLE MOBILE PHONES OWN ONE MOBILE PHONE 20% 48% 36% 11% AUSTRALIA BRAZIL CHINA INDIA 35% 51% 16% 7% ITALY RUSSIA SOUTH KOREA TURKEY 16% 17% UNITED KINGDOM UNITED STATES Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012 The Mobile Consumer: A Global Snapshot 13
  • 14. How much does mobile service cost and who has a data plan? The cost of a data plan can be a major factor when choosing both a mobile provider and the device itself. Smartphones, with added features and functionality, often require more data. In some countries, like India and Russia where the median smartphone bill is significantly higher than that of all mobile users and feature phones have a higher penetration, consumers are opting for more flexible, less expensive options, such as “pay-as-you-go” data pricing, or taking advantage of WiFi connectivity. AUSTRALIA BRAZIL HAVE A DATA PLAN? 1 AVG MONTHLY BILL HAVE A DATA PLAN? 1 AVG MONTHLY BILL AUD$ 50 R$ 50 SMART PHONE SMART PHONE USERS 43% USERS 81% AUD$ 44 R$ 49 ALL MOBILE ALL MOBILE PHONE USERS PHONE USERS CHINA INDIA HAVE A DATA PLAN? 1 AVG MONTHLY BILL HAVE A DATA PLAN? 1 AVG MONTHLY BILL ¥ 100 499 SMART PHONE SMART PHONE USERS USERS 57% 77% ¥ 100 300 ALL MOBILE ALL MOBILE PHONE USERS PHONE USERS ITALY RUSSIA HAVE A DATA PLAN? 1 AVG MONTHLY BILL HAVE A DATA PLAN? 1 AVG MONTHLY BILL € 22 РУБ 500 14 SMART PHONE Copyright SMART PHONE © 2013 The Nielsen Company USERS
  • 15. PHONE USERS PHONE USERS CHINA INDIA HAVE A DATA PLAN? 1 AVG MONTHLY BILL HAVE A DATA PLAN? 1 AVG MONTHLY BILL ¥ 100 499 SMART PHONE SMART PHONE How much does mobile service cost? USERS USERS 57% 77% ¥ 100 300 ALL MOBILE ALL MOBILE PHONE USERS PHONE USERS ITALY RUSSIA HAVE A DATA PLAN? 1 AVG MONTHLY BILL HAVE A DATA PLAN? 1 AVG MONTHLY BILL € 22 РУБ 500 SMART PHONE SMART PHONE 57% USERS 43% USERS € 20 РУБ 400 ALL MOBILE ALL MOBILE PHONE USERS PHONE USERS SOUTH KOREA TURKEY HAVE A DATA PLAN? 1 AVG MONTHLY BILL HAVE A DATA PLAN? 1 AVG MONTHLY BILL 55000 30 SMART PHONE SMART PHONE USERS USERS 89% 49% 50000 N/A ALL MOBILE ALL MOBILE PHONE USERS PHONE USERS UNITED KINGDOM UNITED STATES HAVE A DATA PLAN? 1 AVG MONTHLY BILL HAVE A DATA PLAN? 1 AVG MONTHLY BILL £ 25 $ 93 SMART PHONE SMART PHONE USERS USERS 85% £ 20 96% $ 66 ALL MOBILE ALL MOBILE PHONE USERS PHONE USERS Do We Pre-Pay or Sign a Contract? The majority of mobile subscribers in India seemingly prefer pre-paid service to a fixed contract. In all countries, except Russia and South Korea, mobile subscribers tend to use a pre-paid service on non-smartphone devices. 1 Data plan percentages for all countries are based on smartphone users only. Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012 The Mobile Consumer: A Global Snapshot 15
  • 16. How do we decide which mobile device to buy? Consumers around the world are collectively embracing mobile devices and the criteria they use to determine which device to buy vary from country to country. Getting good value for the money spent on a device matters more to consumers responsible for purchase decisions in the U.S., U.K., Italy and China. Russian consumers say they care more about “stylish design” when deciding which mobile device to purchase, while Chinese consumers are more concerned with having a wide choice of applications to use on their device. 16 Copyright © 2013 The Nielsen Company
  • 17. TOP SELECTION CRITERIA FOR BUYING MOBILE DEVICES AUSTRALIA CHINA ITALY SOUTH KOREA UNITED KINGDOM BRAZIL INDIA RUSSIA TURKEY UNITED STATES 14% 22% 17% 17% 14% Stylish design 23% 15% 19% 16% 7% 11% 24% 21% 9% 23% Good operating system 15% 13% 16% 15% 8% 20% 16% 25% 13% 28% Good value for money 22% 20% 21% 28% 30% 25% 16% 13% 31% 14% Easy to use 12% 22% 25% 19% 10% 15% 15% 21% 8% 17% Wide choice of applications 15% 15% 7% 16% 2% Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012 The Mobile Consumer: A Global Snapshot 17
  • 18. Where do we buy mobile devices? among those who purchased their own device in the past 6 months. 49% OF RUSSIAN MOBILE USERS 46% OF SOUTH KOREAN MOBILE PURCHASED THEIR DEVICE USERS PURCHASED THEIR AT A MAJOR ELECTRONICS DEVICE AT A MOBILE OPERATOR/ OR MEDIA RETAIL STORE CARRIER RETAIL STORE 37% 15% OF CHINESE MOBILE USERS OF MOBILE USERS IN THE BOUGHT THEIR DEVICE U.K. PURCHASED THEIR DIRECT FROM THE MOBILE DEVICE ONLINE MANUFACTURER. Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012 18 Copyright © 2013 The Nielsen Company
  • 19. What do we do with OUR smartphones? Even with operating systems that offer consumers high-speed connections, built-in multimedia features and access to a multitude of apps, text messaging is still one of the most popular mobile activities among smartphone owners in all countries. South Korean smartphone owners are generally the most active when using their smartphone for multimedia or commerce activities such as web browsing and online banking, and Brazilians are the heaviest users of social media on their smartphones. Among all U.S. mobile post-paid/contract users 164.5 Average number of calls sent/received per month 644.1 Average voice minutes used per month 764.2 Average number of text messages sent/received per month Source: Nielsen Customer Value Metrics, 2012 The Mobile Consumer: A Global Snapshot 19
  • 20. What do we do with OUR smartphones? 1 TEXT MESSAGING / SMS EMAIL INSTANT MESSAGING 94% 86% 75% 55% 33% 92% 85% 28% 68% 66% 57% 37% 78% 84% 33% 58% 50% 67% 17% 15% 45% 52% 70% 93% 34% 35% 55% 51% 89% 95% SOCIAL NETWORKING STREAMING ONLINE MUSIC VIDEO / MOBILE TV 63% 58% 38% 75% 21% 28% 63% 19% 39% 43% 20% 19% 69% 62% 22% 59% 9% 39% 11% 8% 26% 40% 44% 55% 17% 26% 36% 47% 41% 59% APPLICATIONS WEB BROWSING MOBILE SHOPPING 82% 62% 59% 60% 30% 25% 74% 66% 69% 56% 26% 17% 38% 71% 37% 75% 3% 43% 13% 15% 7% 43% 80% 17% 15% 81% 37% 49% 68% 64% AUSTRALIA CHINA ITALY SOUTH KOREA UNITED KINGDOM BRAZIL INDIA RUSSIA TURKEY UNITED STATES 20 Copyright © 2013 The Nielsen Company
  • 21. How do smartphones impact shopping? Across the board, top smartphone shopping activities include browsing products, price comparison and reading product reviews. Smartphone owners in the U.S. are the most likely to use their device for in-store price comparison, online coupons and purchasing products. MOBILE BANKING LOCATION-BASED SERVICES/GPS 38% 40% 48% 39% 56% 28% 28% 34% 4% 42% 10% 52% 7% 8% 51% 59% 22% 33% 42% 46% BARCODE OR QR SCANNING NFC/MOBILE WALLET 24% 14% 3% 4% 18% 22% 11% 4% 2% 30% 1% 20% N/A 15% N/A 38% 3% 12% 14% 11% 1 Activities performed among smartphone users within the past 30 Days Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012 The Mobile Consumer: A Global Snapshot 21
  • 22. Which apps do we use? Apps continue to increase in popularity. Chinese and American smartphone owners are the heaviest app users overall, with games being the most used type of app in more than half of the selected countries (China, Australia, Italy and Brazil). Social networking app usage is strongest in the U.S., with 85 percent of American smartphone owners as regular users. Smartphone owners in India and Turkey are the least likely to regularly use all categories of apps, but the most popular tend to be more entertainment driven, like social networking and games. AUSTRALIA RUSSIA BRAZIL SOUTH KOREA CHINA TURKEY INDIA UNITED KINGDOM ITALY UNITED STATES 22 Copyright © 2013 The Nielsen Company
  • 23. WhICH APPS DO WE USe? 1 GAMES SOCIAL NETWORKING VIDEO/MOVIES 85% 61% 53% 65% 50% 68% 67% 19% 54% 58% 49% 24% 32% 70% 49% 60% 14% 56% 39% 29% 36% 29% 61% 49% 22% 52% 47% 42% 60% 53% NEWS MAPS/NAVIGATION/SEARCH WEATHER 84% 38% 45% 48% 46% 25% 38% 45% 45% 51% 43% 37% 10% 55% 5% 63% 9% 62% 13% 14% 10% 54% 61% 62% 39% 33% 39% 52% 46% 48% BANKING/FINANCE SHOPPING/RETAIL PRODUCTIVITY 74% 53% 53% 32% 21% 14% 36% 26% 24% 26% 28% 14% 6% 48% 4% 44% 1% 40% 14% 11% 11% 11% 47% 40% 17% 18% 17% 14% 31% 53% WONDERING ABOUT MOBILE WEB USAGE? Facebook, Google, YouTube, Twitter and eBay consistently rank in the top 10 sites among mobile web users around the world. 1 Types of apps used regularly among smartphone app users Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012, US Nielsen Smartphone Analytics The Mobile Consumer: A Global Snapshot 23
  • 24. How do we watch mobile video? Smartphones are a popular device for watching video, despite the smaller screen size. In most countries, mobile web is the most popular means of accessing mobile video, while smartphone owners in the U.K. and South Korea are more likely to watch mobile video using an app. In the U.S., smartphone owners are equally likely to watch video via mobile internet and apps (72 percent), and Indian smartphone owners are the most likely to view downloaded video clips (57 percent). 24 Copyright © 2013 The Nielsen Company
  • 25. How do we watch mobile video? OTHER MOBILE WEB APPLICATIONS DOWNLOAD CLIPS OTHER AUSTRALIA 60% 46% 37% 7% BRAZIL 64% 49% 38% 3% 22 74% 22 55% 22 39% 22 2% CHINA MINUTES 39 SECONDS MINUTES 39 SECONDS MINUTES 39 SECONDS MINUTES 39 SECONDS per visitor per visitor per visitor per visitor INDIA 60% 33% 57% 2% ITALY 68% 50% 30% 3% SOUTH KOREA 22 46% MINUTES 22 52% MINUTES 22 19% MINUTES 22 5% MINUTES 39 SECONDS 39 SECONDS 39 SECONDS 39 SECONDS per visitor per visitor per visitor per visitor RUSSIA 22 60% MINUTES 22 35% MINUTES 22 35% MINUTES 22 9% MINUTES 39 SECONDS 39 SECONDS 39 SECONDS 39 SECONDS per visitor per visitor per visitor per visitor UNITED KINGDOM 55% 59% 23% 5% UNITED STATES 72% 72% 42% 1% Source: Nielsen Smartphone Insights, first half of 2012; Nielsen Mobile Video Report The Mobile Consumer: A Global Snapshot 25
  • 26. How often do we watch mobile video on smartphones? Chinese smartphone owners are the heaviest users of mobile video, as 17 percent access more than three times a day. Mobile video viewing is fairly infrequent among the developed markets, as a third of smartphone users in the U.K., Australia and Italy access less than once a week. American smartphone owners are the exception, leading all countries in daily mobile video usage (31 percent use at least once per day). 26 Copyright © 2013 The Nielsen Company
  • 27. FREQUENCY OF ACCESING MOBILE VIDEO among all mobile users who have watched video on their phone in the past 30 days >3 TIMES/DAY 2-3 TIMES/DAY ONCE/DAY SEVERAL TIMES/WEEK ONCE/WEEK < ONCE/WEEK 7% 7% 15% 17% 8% 6% 22% 33% 18% AUSTRALIA 18% BRAZIL CHINA 20% 18% 34% 12% 14% 20% 17% 16% 2% 1% 8% 4% 11% 18% 7% 7% 34% 34% 15% 12% INDIA ITALY SOUTH 14% KOREA 33% 11% 28% 18% 42% 6% 5% 2% 2% 7% 6% 9% 16% 11% 33% 16% 42% UNITED UNITED RUSSIA KINGDOM STATES 31% 22% 16% 21% 42% 13% Source: Nielsen Smartphone Insights, first half of 2012; and Nielsen Mobile Video Report The Mobile Consumer: A Global Snapshot 27
  • 28. HOW DOES watching MOBILE VIDEO IMPACT TV VIEWING? While mobile video viewing is not considered a replacement for other TV viewing, it does provide consumers around the world with more opportunities to view content, regardless of their location. The majority of smartphone owners surveyed in all selected countries say their viewing habits have been unaffected by mobile video usage and they still watch the same amount of traditional TV. Smartphone owners in high-growth economies reported the most drastic impact: nearly a third of Chinese smartphone owners surveyed say they now watch more traditional TV, while 28 percent of smartphone users in India say they felt their traditional TV viewing decreased. 28 Copyright © 2013 The Nielsen Company
  • 29. Impact of Mobile Video on Television Viewing TRADITIONAL TV VIEWING INCREASED TRADITIONAL TV VIEWING STAYED THE SAME TRADITIONAL TV VIEWING DECREASED 13% 15% 22% 23% 7% 26% 32% AUSTRALIA BRAZIL CHINA 72% 52% 46% 16% 16% 15% 25% 21% 28% INDIA ITALY SOUTH KOREA 47% 68% 65% 7% 5% 9% 8% 11% 19% UNITED UNITED RUSSIA KINGDOM STATES 82% 76% 83% Source: Nielsen Smartphone Insights, first half of 2012; and Nielsen Mobile Video Report, US data source is the Connected Device Report, 2012. The Mobile Consumer: A Global Snapshot 29
  • 30. WHAT T YPE OF MOBILE ADVERTISING DO SMARTPHONE USERS RECEIVE? With the dramatic growth in mobile usage around the world, content providers and publishers are increasingly seeking out new ways to create value for their content, and brands and advertisers are looking for more opportunities to get their messages in front of the right audience. Smartphone owners in India and Turkey are the least likely to receive or see any ads on their device. With the exception of the U.S., in developed markets, smartphone owners are most likely to receive mobile ads via apps. Russian smartphone owners are the most likely to use their phone for texting (95 percent), so it’s no surprise that text messages are the most common method for receiving mobile ads. Chinese smartphone owners say they receive the most mobile ads, topping all countries in ads received via online games, mobile video/TV, streaming radio and location-based services. AUSTRALIA RUSSIA BRAZIL SOUTH KOREA CHINA TURKEY INDIA UNITED KINGDOM ITALY UNITED STATES APPLICATIONS MOBILE INTERNET 24% 30% 27% 25% 32% 36% 27% 19% 7% 38% 9% 35% 4% 13% 47% 45% 19% 22% 20% 32% 30 Copyright © 2013 The Nielsen Company
  • 31. TEXT MESSAGE/SMS STREAMING ONLINE MUSIC/RADIO 17% 15% 26% 8% 38% 13% 19% 8% 22% 28% 6% 27% 18% 14% 7% 27% 9% 8% 22% 34% ONLINE GAMES LOCATION-BASED SERVICES/GPS 25% 18% 10% 7% 28% 17% 12% 6% 8% 32% 2% 19% 8% 3% 25% 17% 17% 14% 10% 9% WATCHING VIDEO/ DID NOT SEE ADVERTISING MOBILE TV WHILE USING PHONE 51% 17% 9% N/A 53% 19% 20% 11% NO 16% 30% 68% 6% ADS 6% 18% 19% 12% 7% 67% 35% 48% Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012 The Mobile Consumer: A Global Snapshot 31
  • 32. HOW OFTEN DO WE RECEIVE MOBILE ADS ON OUR PHONES? In all countries except India, smartphone owners are most likely to receive mobile ads about once a day. Indian smartphone owners receive mobile ads less frequently, with 39 percent seeing them about once a week. 32 Copyright © 2013 The Nielsen Company
  • 33. How often do we receive mobile ads on our phones? AMONG smartphone owners who have received ads AT LEAST ONCE A DAY WEEKLY MONTHLY LESS THAN ONCE PER MONTH AUSTRALIA 57% 25% 8% 9% BRAZIL 62% 26% 5% 7% CHINA 65% 26% 5% 4% INDIA 30% 39% 15% 16% ITALY 53% 25% 8% 13% SOUTH KOREA 78% 16% 4% 1% RUSSIA 55% 27% 10% 8% TURKEY 74% 16% 6% 4% UNITED KINGDOM 58% 29% 8% 4% UNITED STATES 57% 24% 10% 8% Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012 The Mobile Consumer: A Global Snapshot 33
  • 34. HOW DO SMARTPHONE USERS FEEL ABOUT MOBILE ADVERTISING? In general, smartphone owners in developed markets are the least likely to engage with mobile ads, while smartphone owners in high- growth economies are more likely. For instance, Indian smartphone owners are among the least likely to receive ads on their smartphone, but don’t seem to mind the ones they do see and are the most likely among smartphone users in all countries to engage with ads. Indian smartphone owners are also more likely to be comfortable providing some kind of personal information if it means being served an ad that is more tailored to them and their interests. Ad Clickers 53 percent of Chinese smartphone owners say “sometimes” they click on mobile ads they’ve viewed. An additional 4 percent say they “always look at the ad and sometimes click on it”. Ad Intrigued 36 percent of Russian smartphone owners looked online for more information on an advertised product. AD TOLERANT Smartphone owners in India are the least likely to be annoyed with mobile ads. Source: Nielsen Smartphone Insights, first half of 2012 34 Copyright © 2013 The Nielsen Company
  • 35. FEELINGS ABOUT MOBILE ADVERTISING AUSTRALIA CHINA ITALY SOUTH KOREA UNITED KINGDOM BRAZIL INDIA RUSSIA TURKEY UNITED STATES 17% 38% 43% I am more likely to click on 54% 29% ads that are simple text ads 25% 18% 35% 18% 20% 15% 41% 38% I am more likely to click 52% 24% on ads that incorporate 27% multimedia elements 24% 33% 15% 21% 13% I am OK with providing personal 31% 31% 52% information in order to receive 24% custom advertisement which 23% 23% match my interests 28% 14% N/A 38% 50% 47% I am OK with advertising if it means 54% 39% that I can access content for free 50% 35% 34% 39% 50% 24% 44% 39% I am OK with ads which contain 53% geographically relevant information 35% 39% based on where I am at a given time 26% 37% 26% N/A 33% 54% I am more likely to click on an ad 45% 54% that does not take me outside of the 31% 34% application to another website 18% 36% 30% 36% Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012 The Mobile Consumer: A Global Snapshot 35
  • 36. METHODOLOGIES Global Smartphone Insights Methodology Australia Online interviews conducted nationally. Respondents were between the ages of 16 and 64. The incidence module interviewed a total of 1,158 random contacts. Detailed interviews were completed with 1,682 mobile users, 1,063 of which were smartphone users and 619 of which were non-smartphone users. Interviews were conducted during February 2012. Brazil The incidence module was conducted over the phone while the detailed module was conducted online nationally. Respondents were between the ages of 16 and 64. The incidence module interviewed a total of 986 random contacts. Detailed interviews were completed with 1,603 mobile users, 748 of which were smartphone users and 855 of which were non- smartphone users. Interviews were conducted during April-May 2012. China Online interviews conducted in urban areas. Sample was sourced from the following cities: Shanghai, Nanjing, Hangzhou, Guangzhou, Shenzhen, Nanning, Beijing, Tianjin, Shijiazhuang, Chongqing, Chengdu, Kunming, Zhengzhou, Wuhan, Changsha, Shenyang, Changchun, Haerbin, Xian, Lanzhou, Xining. Respondents were between the ages of 16 and 64. The incidence module interviewed a total of 1,210 random contacts. Detailed interviews were completed with 2,477 mobile users, 1,639 of which were smartphone users and 838 of which were non-smartphone users. Interviews were conducted during February 2012. Due to the online-only methodology in China, which excludes a large portion of China’s rural population, smartphone penetration may skew high. India Face-to-face interviews conducted in 8 Indian cities (Mumbai, Delhi, Kolkata, Bangalore, Hyderabad, Ahmedabad, Pune, Lucknow). Respondents were between the ages of 16 and 64. The incidence module interviewed a total of 3,203 random contacts. The detail module of mobile users only interviewed a total of 3,067 mobile users, 1,593 of which were smartphone users and 1,474 of which were non-smartphone users. Interviews were conducted during March-April 2012. 36 Copyright © 2013 The Nielsen Company
  • 37. Italy Online interviews conducted nationally. Respondents were between the ages of 16 and 64. The incidence module interviewed a total of 1,062 random contacts. Detailed interviews were completed with 1,632 mobile users, 1,026 of which were smartphone users and 606 of which were non-smartphone users. Interviews were conducted during March 2012. South Korea Online interviews conducted nationally. Respondents were between the ages of 16 and 64. The incidence module interviewed a total of 1,041 random contacts. Detailed interviews were completed with 1,765 mobile users, 1,145 of which were smartphone users and 620 of which were non- smartphone users. Interviews were conducted during February 2012. Russia Online interviews conducted in 12 major metros. Respondents were between the ages of 16 and 64. The incidence module interviewed a total of 1,039 mobile users to determine the type of primary handset used. Detailed interviews were completed with 1,645 mobile users, 912 of which were smartphone users and 733 of which were non-smartphone users. Interviews were conducted during March-April 2012. Due to the online-only methodology in Russia, which excludes a large portion of Russia’s rural population, smartphone penetration may skew high. Turkey Face-to-face interviews conducted in large and medium metros. Respondents were between the ages of 16 and 64. The incidence module interviewed a total of 4,042 random contacts. Detailed interviews were completed with smartphone users only. The sample achieved was 776 Smartphone users. Interviews were conducted during April-May 2012. U.K. Online interviews conducted nationally. Respondents were between the ages of 16 and 64. The incidence module interviewed a total of 1,025 random contacts. Detailed interviews were completed with 1,607 mobile users, 995 of which were smartphone users and 612 of which were non- smartphone users. Interviews were conducted during March 2012. The Mobile Consumer: A Global Snapshot 37
  • 38. ADDITIONAL Methodology Nielsen Mobile Insights Online interviews conducted nationally among U.S. mobile users. Respondents were aged 13+. The incidence module interviewed a total of 84,565 random contacts. Detailed interviews were completed with 76,204 mobile users, 54,585 of which were able to identify their mobile phone. 28,103 respondents were smartphone users and 26,482 were non-smartphone users. Interviews were conducted during April-June 2012. Nielsen Mobile Video Report Online survey of 5,719 mobile users that had accessed video on their mobile phone in the past 30 days. The survey is conducted nationally and respondents are re-contacted based on the Mobile Insights syndicated survey. Interviews were conducted during April-June 2012. Nielsen Customer Value Metrics: A bill-scraping platform that measures actual mobile charges and usage by passively collecting information from online bills. The sample consists of 30,000+ opt-in panelists and 65,000+ line-level bills each month using advanced e-bill scraping technology. The sample consists of postpaid, non-corporate liable consumers that belong to the top 4 carriers (AT&T, Verizon, Sprint and T-Mobile). Nielsen Customer Value Metrics data cited in this publication was collected during April-June 2012. Nielsen Smartphone Analytics Nielsen’s on-device software is installed with permission on panelist Android and iOS smartphones. Mobile app and web usage are electronically measured through this fully opted-in panel. There are ~5,000 panelists ages 18+ that participate in the panel nationally. Nielsen Smartphone Analytics data cited in this publication was collected in June 2012. 38 Copyright © 2013 The Nielsen Company