The mobile Internet and web usage in

Spain. Facts and statistics.

Case study
August 2010

May you require further information please contact:

Carlos Valdecantos (+34 696 940 221, cva@group-mmc.com )
The Spanish mobile Internet market keeps growing but there’s a relevant
features replacement in the handset portfolio of the telecom operators
driving the customers’ uptake of new advanced services.
SPANISH MOBILE WEB MARKET > FEATURES PENETRATION

The features penetration evolution is Features like touch screens appear as most
reaching flat or moderates growth levels in popular features jointly with long standing
that last year. features such as radio.
Source: MCI; Telecoms.com Kantar Worldpanel’s ComTech survey 2010

mmC GROUP Strategy Consultants – Mobile Internet Spain – MDR 2010 Page 2
The mobile internet use is increasing across most of the age segments of the
population but the youth segment is driving the higher growth rates. Men use
mobile internet more than women.
SPANISH MOBILE WEB MARKET > AGE & USE DISTRIBUTION

Owner’s age differs significantly between The percentage of owners not using built-in
those not using and using mobile internet. features is still high. Picture taking and
Digital natives driving growth. Internet navigation are used most.
Source: MCI; Telecoms.com Kantar Worldpanel’s ComTech survey 2010

mmC GROUP Strategy Consultants – Mobile Internet Spain – MDR 2010 Page 3
Vodafone Spain has the highest percentage of customers using the most
advanced services, consistently above the average. Music has proven the
most popular service among the customers.
SPANISH MOBILE WEB MARKET > AGE & USE DISTRIBUTION (CONT.)

In the youth segment, Vodafone leads the …leaving competitors a relevant room for
service use in the whole of the mobile improvement. Music remains as the top used
internet services… service.
Source: MCI; Telecoms.com Kantar Worldpanel’s ComTech survey 2010

mmC GROUP Strategy Consultants – Mobile Internet Spain – MDR 2010 Page 4
Vodafone’s relative success with non-voice services is reflected in its ARPU,
giving a 2-3 € competitive difference against competitors, while benefiting
from a younger subscriber base.
SPANISH MOBILE WEB MARKET > AGE & USE DISTRIBUTION (CONT.)

Vodafone appears to be the wining player in …with a younger customers base compared
the mobile Internet arena in Spain... to the rest of competitors.

Source: MCI; Telecoms.com Kantar Worldpanel’s ComTech survey 2010

mmC GROUP Strategy Consultants – Mobile Internet Spain – MDR 2010 Page 5
mmC GROUP Strategy Consultants
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