Cygt © 2013 T Nn CmanyThe Mobile CoNsuMer: A GlobAl sNApshoT
DeviCe peneTrATion AnD user DeMoGrAphiCs
Smartne wners may be te majrity f mbile users in cuntrieslike te U.S. and U.K., but te trusty feature ne (devices wit ntucscreen r QWERTY keyad tat erate witut an advancederating system) cntinues t be te mbile device f cice in laceslike India, Brazil and Russia were te netwrk infrastructure requiredfr smartnes and next generatin mbile devices as yet t aearutside f large, urban centers. In general, yunger cnsumers arundte glbe are mre likely t embrace smartne devices. It can beexected tat teir interest will el drive smartne adtin as teyage and make u a greater ercentage f te cnsumer base.Te increased functinality smartnes ffer als means increaseddata and bandwidt usage, wic cmes at a rice. Wile cnsumers incuntries wit iger smartne wnersi, like Sut Krea, te U.K.and te U.S. seem resigned t ay a fixed rice fr an unlimited r tiereddata lan, cnsumers in cuntries wit fewer smartne wners andless f te G r 4G infrastructure in lace are mre likely t rely n ay-as-yu-g data tins r use WiFi.
ConsuMer sMArTphone hAbiTsArounD The WorlD
Wit erating systems and device caabilities tat rvide cnsumersmre access t cntent and multimedia features, smartnes aretransfrming mbile abits in markets arund te wrld. Games andscial netwrking as are generally te mst ular acrss tecuntries selected.
Mbile sing via smartne is still in its infancy in many cuntriesarund te wrld. Amng te cuntries selected fr tis rert, mbilewallet r NFC usage is still gaining tractin wit cnsumers; nlyte U.S. ad a majrity f smartne users w use a sing rretail a at least nce a mnt. But smartne users in a variety f cuntries are using teir mbile devices t brwse, if nt urcase,rducts, cnduct rice cmarisns and read rduct reviews.
A clear glbal reference fr w t view mbile vide cntent as yett emerge. Mbile web and as are te mst likely cices fr mstsmartne users, wit dwnlading vide clis seeming t be a lessular metd fr mst.Wile generally nt cnsidered a relacement fr traditinal TV viewing,mbile vide is rviding cnsumers wit mre rtunities tengage wit cntent at any time, anywere. Te majrity f smartnecnsumers said tey dn’t feel as tug mbile vide viewing as anyimact n teir nrmal TV abits. Te greatest imact f mbile viewingaears t be in ig-grwt ecnmies. Fr examle, rugly ne-tirdf Cinese smartne users surveyed nline said tey ave increasedteir traditinal TV viewing abits, wile 28 ercent f Indian usersbelieve tey watc less traditinal TV because f mbile viewing.
Wit te dramatic grwt in mbile usage arund te wrld, cntentrviders and ter ublisers are increasingly seeking ut new ways tcreate value fr teir cntent, and brands and advertisers are lking frmre rtunities t get teir messages in frnt f te rigt audience.In all cuntries excet India, smartne wners are mst likely treceive mbile ads abut nce a day. Indian smartne wners receivembile ads less frequently, wit 7 ercent seeing tem abut nce aweek r less. In general, smartne wners in develed markets arete least likely t engage wit mbile ads, wile smartne wners inig-grwt ecnmies are mre likely t engage.
ABOuT THiS rePOrT
Nielsen’s 2 Mbile Cnsumer Rert ulls tgeter findings frmsurveys, custm and syndicated researc cnducted arund te wrldin 22. Data cllectin metdlgies and gegraic reresentatinsvary by cuntry. Cuntries were data cllectin was cnducted inersn r n te ne include India and Turkey. Fr Brazil, datacllectin was cnducted nline, excet fr mbile and smartneenetratin figures wic were cllected by ne.Te fllwing ages cntain a snast f te differences andsimilarities amng mbile cnsumers arund te wrld and ffer aglimse f te early demgraic and beavir trends assciatedwit new mbile devices in emerging markets. Reresenting justsme f Nielsen’s mbile caabilities, tese insigts rvide a betterunderstanding f bt te callenges and rtunities tat exist as tembile landscae cntinues t evlve.