This document is a report on mobile internet users in Europe in 2013. It provides demographic information, consumption patterns, and purchasing power insights of mobile users based on a survey of 3,000 users across 6 European countries. Half of mobile users were aged 18-24, and 6 in 10 were male. Users frequently downloaded games, videos, music and enjoyed mobile ads that provided deals, brand information or nearby services. Most owned devices like computers, tablets and cars, and visited shops, restaurants and malls, indicating higher disposable incomes. The report was produced by the Mobile Marketing Association and Vserv.mobi to help brands understand the mobile audience.

1. THE MOBILE
INTERNET CONSUMER
EUROPE 2013
AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS

2. Preface
The Mobile Internet Consumer – Europe 2013 report produced by Vserv.mobi
addresses the audience insights of the growing mobile internet user base in
Europe. This report focuses on profiling the mobile web & app users, their
purchasing power, lifestyle and consumption pattern. The findings and insights
are drawn from a survey conducted in 36 countries across regions.
The Mobile Internet Consumer report is designed for media planners & brand
advertisers. It is created with the objective to help brands plan their media
strategy for reaching the right target audience through Mobile Web & Apps. It
will also help app developers, content providers, OEMs & telecom service
providers in understanding the evolving mobile consumer. The Mobile Internet
Consumer report is available for India, China, Southeast Asia, Middle East,
Africa, Latin America, North America and Europe.
THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 2

3. DEMOGRAPHICS
THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 3

4. Age
37%
29%
Half of the mobile internet
users in Europe belong to 18
to 24 years age group
21%
Less than 18 yrs
13%
18-24 yrs
25-35 yrs
more than 35 yrs
THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 4

5. Gender
39%
61%
6 out of 10 mobile
internet users in
Europe are men
Male
Female
THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 5

6. Education
34%
Graduate / Post Graduate
31%
Diploma / Undergraduate
Schooling up to 12 years
Uneducated
24%
11%
Over 3rd of the mobile internet users are Graduates or
Post Graduates
THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 6

7. Occupation
13%
Student
33%
8%
Housewife
12% Business
13% Currently
not working
Full-time job
12% Self Employed
Professional
9%
Part-time job
Earning class
66%
2/3rd of the
mobile internet
users in Europe
belong to Earning
class
THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 7

8. CONSUMPTION PATTERN
THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 8

9. Mobile content downloaded
in the last month
78%
35%
Game / App
38%
Video
Music
31%
Besides browsing,
email and chat,
mobile internet
users love
downloading mobile
content
Themes
THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 9

10. Users love mobile ads that help them...
56%
Download mobile content
Find a good deal on something
Learn about a brand
Locate something nearby
38%
37%
42%
Mobile internet users enjoy receiving mobile content and locating services
nearby through mobile ads. Mobile will drive greater engagement when
integrated with other marketing mediums.
THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 10

11. PURCHASING POWER
THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 11

12. Product Ownership
Mobile Internet users are economically stronger,
with a high penetration of other product categories
Computers
Tablets
65%
42%
Connected Devices
76%
52%
51%
Consumer Durables
Automobiles
Payment Cards
THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 12

13. Affluent Lifestyle
Restaurant
Movie Theatre
Shopping Mall / Market
47%
41%
76%
Mobile internet users frequently visit shopping malls,
restaurants indicating higher disposable income
THE MOBILE INTERNET CONSUMER – EUROPE 2013 | 13

14. About the study
The Mobile Internet Consumer report produced by MMA & Vserv.mobi is based
on a primary survey of around 3000 mobile web & app users. The survey was
conducted using random sampling for natural representation of the target
group across 6 key countries in Europe – France, Germany, Italy, Russia, Spain
and UK. The overall Europe averages were weighted as per the regional
composition of mobile internet users in each focus country.
To know more about The Mobile Internet Consumer report, please write to us at
insights@vserv.mobi or visit vserv.mobi/insights

15. About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade
association established to lead the growth of mobile marketing and its associated
technologies. The MMA is an action-oriented organization designed to clear
obstacles to market development, establish mobile media guidelines and best
practices for sustainable growth, and evangelize the use of the mobile channel.
The more than 700 member companies, representing nearly fifty countries
around the globe, include all members of the mobile media ecosystem. The
Mobile Marketing Association’s global headquarters are located in the United
States and it has regional chapters including North America (NA), Europe (EUR),
Latin American (LATAM) and Asia Pacific (APAC) branches.
For more information, please visit www.mmaglobal.com. For information relating
to the MMA’s Mobile Marketing Forum series, please visit
www.mobilemarketingforum.com.

16. About Vserv.mobi
Vserv.mobi is an Award Winning Mobile Advertising Exchange focused on
Emerging Markets, that maximizes value of mobile media for advertisers,
developers, publishers and telecom operators.
Powered by award winning AudiencePro™ and AppWrapper™ platforms,
Vserv.mobi has delivered mobile advertising experiences for leading Fortune 500
brands & digital media companies, across 200 countries. AudiencePro’s audience
targeting capabilities and AppWrapper’s "One Click" SDK integration for App
Developers continue to empower the mobile ecosystem.
The company has a global presence, with offices across USA, UK, South Africa,
India, Singapore, Indonesia, Malaysia & Vietnam. Funded by IDG ventures,
Vserv.mobi was founded in January 2010.
Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi