Mobile Internet Moscow

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Key findings:

52% of respondents use mobile Internet several times per day or “almost all the time”, 27% once or twice per day
29% started using mobile Internet less than 1 year ago
Mobile Internet is used mostly for information (50%) and communication (45%) purposes. 66% of respondents visit mobile or non mobile sites, 37% check emails, 33% use instant messaging, 33% use other mobile apps, 25% download music, games or videos.
Methodology:

This mobile web survey was initiated with SMS invitations. SMS invitations were sent to subscribers immediately after they topped up their mobile account via QIWI offline payment terminals.

With a response rate reaching 0.84%, 312 forms were submitted from 14 to 16 April 2011 in Moscow. As a reward, 10 rub. ($0.35) were added to the participants’ account.

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Mobile Internet Moscow

  1. 1. Mobile  Internet  Usage  Moscow,  Russia  –  Spring  2011   A  survey  by  Mobiety   in  partnership  with  Data  Insight     and  East-­‐West  Digital  News  
  2. 2. Methodology  This  mobile  web  survey  was  ini>ated  with  SMS  invita>ons.  SMS  invita>ons  were  sent  to  subscribers  immediately  aBer  they  topped  up  their  mobile  account  via  QIWI  offline  payment  terminals*.    Invita>ons  contained  a  link  to  the  online  survey  form  and  to  informa>on  about  the  reward  for  par>cipa>on.  *  Prepaid  service  dominate  in  Russia  with  offline  payment  terminals  as  a  popular  payment  means.  With  these  machines,  one  can  pay  such  things  as  mobile  phone  and  u>lity  bills,  taxes,  and  fines  as  well  as  pay  for  purchases  made  at  e-­‐commerce  sites.  QIWI  is  the  largest  operator  with  144,000  terminals  virtually  ubiquitous  in  Russia.   Page  2  /  19  
  3. 3. Survey  details  Response  rate:    (submiVed  forms/invita>ons  sent)   0.84  %  Number  of  ques>ons:   17  Average  >me  to  complete  the  form:   6  minutes  Percentage  that  used  mobile  to  complete  the  form:   58  %  312  forms  were  submiVed  from  14  to  16  April  2011  in  Moscow.    As  a  reward,  10  rub.  ($0.35)  were  added  to  the  par>cipants’  account.   Page  3  /  19  
  4. 4. Gender  What  is  your  gender?   Males   Females   Page  4  /  19  
  5. 5. Age  How  old  are  you?   Under  17   18-­‐24   25-­‐34   35-­‐44   45+   81%  of  respondents  were  aged  18  -­‐  34.   Page  5  /  19  
  6. 6. Devices  used  Devices  used  to  submit  the  quesRonnaire.   58%  used  a  mobile  phone.   Page  6  /  19  
  7. 7. Usage  frequency  How  oSen  do  you  use  mobile  Internet?   Daily  usage  among:   •     smartphone  owners  –  85%   •     feature  phone  owners  –  66%   Page  7  /  19  
  8. 8. Few  experienced  users  When  did  you  start  using  mobile  Internet?   <  1  year          1-­‐2  years        2-­‐3  years      3-­‐5  years      >  5  years            Don’t          ago                          ago                            ago                          ago                              ago          remember  29%  started  using  mobile  Internet  less  than  1  year  ago.   Page  8  /  19  
  9. 9. Triggers  &  drivers  Why  did  you  start  using  mobile  Internet?   I  got  new  phone  with  easy   Internet  connec>on   I  had  no  other  Internet   connec>on   It  just  happened   I  needed  to  stay  connected   constantly   Friend  advice   Other  reason*   *Other:   •     Was  in  need  of  naviga>on  and  search  (6%)   •     Installed  an  app  that  required  connec>on  (5%)     •     Learned  of  it  from  ads  and  decided  to  try  it  (5%)   Page  9  /  19  
  10. 10. Visi>ng  mobile   sites   Visi>ng  non   mobile  sites   Checking  e-­‐mails   Triggers  &  drivers   Downloading   music,  video,   images,  games…   On  average,  2.3  ac>vi>es  per  user.   Instant  messaging   For  what  acRviRes  do  you  use  mobile  Internet?   Surfing   Using  other   mobile  apps  Page  10  /  19  
  11. 11. Triggers  &  drivers  For  what  purpose  do  you  primarily  use  mobile  Internet?   Find  informa>on  on  the  go   Communicate  with  friends   Pass  the  >me   Naviga>on,  traffic   Get  news   Check  emails   Check  updates  in  social   networks   Other  purpose   Page  11  /  19  
  12. 12. Ubiquitous  usage?   Number  of   places/points   of  usage  On  average,  mobile  Internet  is  used  in  3.8  places.   Page  12  /  19  
  13. 13. Ubiquitous  usage?  Where  or  when  do  you  use  mobile  Internet?   At  the  office   At  home     Outdoors   In  public  transport   In  cafés,  restaurants   In  a  car   On  vaca>on   In  the  countryside   While  shopping   At  school  or  university   On  business  mee>ngs   On  business  trips     Page  13  /  19  
  14. 14. Primary  place  of  use   At  school  or  university   At  home     At  the  office   Outdoors   In  a  car   In  public  transport   In  cafés,  restaurants   In  the  countryside   Other  When  one  uses  mobile  Internet  at  school/university,  school/university  tends  to  be  the  primary  place  (66%)  of  use.   Page  14  /  19  
  15. 15. Paying  for  data  What  payment  opRon  do  you  use  to  pay  for  data?   Among  daily  users:   •     97%  have  subscrip>on   •     81%  pay  per  Mb   •     64%  gave  others  answers   Page  15  /  19  
  16. 16. Another  mobile  Internet  •  48%  use  WiFi  for  their  mobile  phones  (75%  among   WiFi-­‐enabled  phone  owners)   •  20%  at  home   •  14%  at  the  office   •  36%  in  cafés  (with  free  hot  spots)   •  only  2%  pay  for  access  •  63%  use  other  gadgets  with  wireless  Internet   connec>on:  notebook  (53%),  netbook  (15%),             tablet  (8%),  other  (5%).   Page  16  /  19  
  17. 17. About  Data  Insight  Data  Insight  is  a  leading  Russian  Internet  research  agency.  Exper>se:    •     E-­‐commerce  market  reports      •     E-­‐commerce  news    •     E-­‐commerce  adver>sing  •     Startups  and  investment  funds:  the  card  market    •     Online  polls      Your  contact:  Fedor  Virin  and  Boris  Ovchinnikov,  founders  a@datainsight.ru  +7  495  7254946   Page  17  /  19  
  18. 18. About  Mobiety  Mobiety  uses  innova>ve  approaches  for  mobile  Internet  polls  and  surveys.  Mobiety’s  clients  can:  •     Design  ques>onnaires  with  a  user-­‐friendly  online  tool  •     Reach  poten>al  respondents  via  SMS  •     Top  up  respondents’  accounts  immediately  •     Publish  results  and  export  data  easily  Your  contact:      Mikhail  Zarin,  founder    m.zarin@mobiety.ru      +7  964  528  77  45   Page  18  /  19  
  19. 19. This presentation was prepared in association withEast-West Digital News, the first comprehensive English-languageonline resource dedicated to Russian IT industries.Site contents: Daily news – Expert analysis – Market data –In-depth studies – Industry events... and a variety of professionalbusiness tools designed to improve business communicationbetween Russian and international market participants at all levels. www.ewdn.com

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