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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 dont 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.
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.
86% AUS TRA LIA 84% BR AZIL 89% CH INA 81% IND IA 97% ITA LY 98% R USS 99% SO IA UT H 97% K UN ITE OR 94% D UN K ITE
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012 Note: Total mobile penetration not available for Turkey.
M EA GDO S IN TATE S D
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
MULTIMEDIA PH 9% 9% FEATURE PHONE 20% 38% 30% 61% 23% 51% 27% 30% 61% 31% 10% 44% 11% 25% 4%
19% MULTIMEDIA PHONE 9% 9% 20% 10% 11% 11% 4% 67% 21% 37% 9% 62%
61%
11%
19%
67%
FEATURE PHON
37%
61% 36% 62% Feature Phones no touchscreen, QWERT 66% 19% Y keypad, or advanced operating system 10% 67% 37%
38%80% 31%
20% 10%
62%
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012 Reported percentages for U.S. are based on Q2 2012 data.
AUSTRALIA BRAZIL CHINA INDIA 23% ITALY RUSSIA SOUTH KOREA TURKEY 51% UNITED KINGDOM UNITED STATES
27%
MALE FEMALE AGES 16 24 AGES 25 34 AGES 35 44 AGES 45 64 MALE FEMALE AGES 16 24 AGES 25 34 AGES 35 44 AGES 45 64 MALE FEMALE AGES 16 24 AGES 25 34 AGES 35 44 AGES 45 64
SMARTPHONE 51%
64% 67% 69% 77% 76%
44% 50%
22%
54%
MALE FEMALE AGES 16 24 AGES 25 34 AGES 35 44 AGES 45 64 MALE FEMALE AGES 16 24 AGES 25 34 AGES 35 44 AGES 45 64 13%
57% 63%
22% 7%
51%
14% 12% 9% 6%
44% 44% 57% 59% 54% 44% 43% 38% 49% 55% 66% 72% 70%
MALE FEMALE AGES 16 24 AGES 25 34 AGES 35 44 AGES 45 64 MALE FEMALE AGES 16 24 AGES 25 34 AGES 35 44 AGES 45 64 MALE FEMALE AGES 16 24 AGES 25 34 AGES 35 44 AGES 45 64 MALE FEMALE AGES 16 24 AGES 25 34 AGES 35 44 AGES 45 64
6% 31%
64% 59%
FEATURE PHONE
20% 25% 21% 8% 7%
SMARTPHONE 27%
21% 68% 65% 66% 86% 86%
38%
49%
78%
9%
34%
26%
MALE FEMALE AGES 16 24 AGES 25 34 AGES 35 44 AGES 45 64 MALE FEMALE AGES 16 24 AGES 25 34 AGES 35 44 AGES 45 64
54%
44%
48%
28%
45%
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
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AUSTRALIA
20%
48%
BRAZIL
36%
CHINA
INDIA
11%
35%
ITALY
RUSSIA
51%
SOUTH KOREA
16%
TURKEY
7%
UNITED KINGDOM
16%
UNITED STATES
17%
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
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PHONE USERS
PHONE USERS
CHINA
HAVE A DATA PLAN?
1
INDIA
AVG MONTHLY BILL
SMART PHONE USERS
100
499
77%
100
300
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.
ITALY
HAVE A DATA PLAN?
1
RUSSIA
AVG MONTHLY BILL
SMART PHONE USERS
22
500
57%
20
43%
400
SOUTH KOREA
HAVE A DATA PLAN? 1 AVG MONTHLY BILL
SMART PHONE USERS
TURKEY
HAVE A DATA PLAN? 1 AVG MONTHLY BILL
SMART PHONE USERS
55000
30
89%
50000
49%
N/A
UNITED KINGDOM
HAVE A DATA PLAN?
1
UNITED STATES
HAVE A DATA PLAN? 1 AVG MONTHLY BILL
SMART PHONE USERS
25
93
AUSTRALIA
HAVE A DATA PLAN?
1
BRAZIL
AVG MONTHLY BILL
SMART PHONE USERS
85%
AUD$
50
R$
50 49
20
96%
66
81%
AUD$
44
43%
R$
CHINA
HAVE A DATA PLAN? 1 AVG MONTHLY BILL
SMART PHONE USERS
INDIA
HAVE A DATA PLAN? 1 AVG MONTHLY BILL
SMART PHONE USERS
100
77%
100
57%
300
1 Data plan percentages for all countries are based on smartphone users only.
ITALY
HAVE A DATA PLAN? 1 AVG MONTHLY BILL
SMART PHONE USERS
RUSSIA
HAVE A DATA PLAN? 1 AVG MONTHLY BILL
Copyright SMART PHONE
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
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22
500
15
AUSTRALIA BRAZIL
CHINA INDIA
ITALY RUSSIA
22%
Stylish design
23% 19%
16%
24% 23%
16% 13%
20% 21%
28%
30%
13%
16%
Easy to use
12%
14% 25%
21%
15% 15%
16%
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
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17
OF RUSSIAN MOBILE USERS PURCHASED THEIR DEVICE AT A MAJOR ELECTRONICS OR MEDIA RETAIL STORE
49%
OF SOUTH KOREAN MOBILE USERS PURCHASED THEIR DEVICE AT A MOBILE OPERATOR/ CARRIER RETAIL STORE
46%
37%
OF CHINESE MOBILE USERS BOUGHT THEIR DEVICE DIRECT FROM THE MANUFACTURER.
15%
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
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
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19
EMAIL EMAIL
75% 75% 68% 68% 55% 55% 66% 66%
78% 78%
84% 84%
33% 33%
50% 50% 15% 15% 70% 70% 34% 34% 35% 35%
67% 67%
21% 21%
39% 39%
38% 38% 40% 40% 43% 43% 28% 28% 4% 4% 7% 51% 51% 33% 33% 22% 22% 28% 28% 42% 42% 7% 59% 59%
69% 69%
39% 39% 8% 8%
52% 52% 8% 8%
55% 55%
44% 44%
APPLICATIONS APPLICATIONS
62% 62% 56% 56% 59% 59% 74% 74%
30% 30%25% 25% 26% 26% 17% 17% 43% 43% 7% 15% 15% 17% 17% 7%
24% 24% 14% 14% 18% 18% 2% 2% 22% 22% 30% 30% N/A N/A 12% 12% 14% 14%
3% 4% 4% 1% 1%
38% 38% 13% 13% 81% 81% 49% 49% 64% 64%
71% 71%
37% 37% 15% 15% 80% 80% 68% 68% 37% 37%
75% 75%
3%
3%
43% 43%
38% 38%
15% 15%
3% 11% 11%
AUSTRALIA BRAZIL
CHINA INDIA
ITALY RUSSIA
1 Activities performed among smartphone users within the past 30 Days Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
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21
SOCIAL NETWORKING
85% 50% 67%
VIDEO/MOVIES
65% 19% 24% 60% 14% 36% 42% 22% 29% 49%
32%
56%
61%
49%
NEWS
38% 38%
MAPS/NAVIGATION/SEARCH
84% 45% 45% 45% 51% 43%
WEATHER
48% 46% 37% 62% 10% 62% 48% 39%
25%
55%
63%
9%
54%
BANKING/FINANCE
53% 32% 36% 48% 14% 31% 17%
SHOPPING/RETAIL
53% 21% 28% 4% 11% 18% 17% 26% 44%
PRODUCTIVITY
74% 14% 14% 1% 40% 11% 14% 53% 11%
26% 6%
24%
47%
40%
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
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23
OTHER
MOBILE WEB
APPLICATIONS
DOWNLOAD CLIPS
OTHER
AUSTRALIA
60%
46%
37%
7%
BRAZIL
64%
49%
38%
3%
CHINA
MINUTES
39 SECONDS per visitor
22 74%
22 55%
MINUTES
39 SECONDS per visitor
22 39%
MINUTES
39 SECONDS per visitor
MINUTES
39 SECONDS per visitor
22 2%
INDIA
60%
33%
57%
2%
ITALY
68%
50%
30%
3%
SOUTH KOREA
22 46%
MINUTES
39 SECONDS per visitor
MINUTES
39 SECONDS per visitor
22 52%
MINUTES
39 SECONDS per visitor
22 19%
MINUTES
39 SECONDS per visitor
22 5%
RUSSIA
22 60%
MINUTES
39 SECONDS per visitor
22 35%
MINUTES
39 SECONDS per visitor
22 35%
MINUTES
39 SECONDS per visitor
MINUTES
39 SECONDS per visitor
22 9%
UNITED KINGDOM
55%
59%
23%
5%
UNITED STATES
72%
72%
42%
1%
Source: Nielsen Smartphone Insights, first half of 2012; Nielsen Mobile Video Report
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25
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% 8% 22%
15%
6%
7%
17%
33%
AUSTRALIA
14%
18% 18%
BRAZIL
12% 16%
18%
CHINA
34% 17%
20%
20%
2% 1%
11% 34%
8% 7% 12%
18%
4%
7% 15%
34%
INDIA
33% 18% 11%
ITALY
28%
14%
SOUTH KOREA
42%
6%
6% 11% 33%
5%
9%
16%
2% 2% 7%
42%
RUSSIA
22% 13%
UNITED KINGDOM
16% 21%
16%
UNITED STATES
42%
31%
Source: Nielsen Smartphone Insights, first half of 2012; and Nielsen Mobile Video Report
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27
13%
15%
22%
26%
23%
7% 32%
AUSTRALIA
BRAZIL
CHINA
72%
52%
46%
25%
16%
16%
21%
15%
INDIA
ITALY
SOUTH KOREA
65%
47%
68%
11%
7%
5%
19%
9%
8%
RUSSIA
UNITED KINGDOM
UNITED 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.
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29
TEXT MESSAGE/SMS 17% 13% 22% 27% 34% 22% 18% 15%
19% 27%
ONLINE GAMES 25% 12% 8% 25% 17% 8% 14% 18% 28% 32%
17% 19%
MOBILE INTERNET 27% 19% 9% 13% 32% 20% 25% 36% 35% 11% 6% 18% 12% 6% 7% 17% 9% 19% 30% 68% 19% 35% 53% N/A
20% 16%
38%
NO ADS
47%
45%
67% 48%
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
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31
AUSTRALIA
57%
BRAZIL
8%
9% 5% 7% 5% 4% 16%
62%
CHINA
65%
INDIA
30%
ITALY
53%
SOUTH KOREA
8% 16%
13% 4% 1% 8% 6% 4% 8% 4%
78%
RUSSIA
55%
TURKEY
10%
74%
UNITED KINGDOM
58%
UNITED STATES
57%
10%
8%
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
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33
AUSTRALIA BRAZIL
CHINA INDIA
ITALY RUSSIA
17%
43%
54%
41% 52%
I am OK with providing personal information in order to receive custom advertisement which match my interests
N/A
31% 31%
52%
28%
53 percent of Chinese smartphone owners say sometimes they click on mobile ads theyve viewed. An additional 4 percent say they always look at the ad and sometimes click on it.
Ad Clickers
38%
36 percent of Russian smartphone owners looked online for more information on an advertised product.
Ad Intrigued AD TOLERANT
24%
I am OK with ads which contain geographically relevant information based on where I am at a given time
N/A
44% 53%
37%
Smartphone owners in India are the least likely to be annoyed with mobile ads.
Source: Nielsen Smartphone Insights, first half of 2012
33%
I am more likely to click on an ad that does not take me outside of the application to another website
54% 54%
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
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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.
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 nonsmartphone 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 nonsmartphone users. Interviews were conducted during April-May 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 Russias rural population, smartphone penetration may skew high.
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 Chinas 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 nonsmartphone users. Interviews were conducted during March 2012.
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.
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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.
About Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com. Copyright 2013 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 13/5993
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