outlook of smartphone usage in brazil

OUTLOOK OF SMARTPHONE USAGE IN BRAZILA STUDY ANALYSIS MADE BY WMCCANN AND GRUPO.MOBIRESEARCH BY IPSOS MEDIACT

PRESENTATION TOPICS

1. A rapid market evolution2. Smartphones3. Internet mobile4. Social media5. Mobile content6. Apps and games7. Feature phones8. Near future

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GOALS

• Investigate how consumers relate to the brands, products and services using their mobile devices. And to provide a better understanding about this fast changing market.

METHODOLOGY

• Ipsos Online Panel• 1000 interviews in total• Men and Women, Brazilian’s residents• Ages: from 14 to 59 years old• Interviews applied in the 7 main

Brazilians urban centers• High, Middle and Low middle classes• 100% mobile phone owners• Surveyed in February 2011

1. A RAPID MARKET EVOLUTION

A rapid market evolution

• 50.4% of smartphones owners bought their last device in the last 6 months, indicating that the market has been changing very quickly.

Base: full sample

HOW LONG HAVE YOU HAD THIS MOBILE PHONE?HOW LONG HAVE YOU HAD THIS MOBILE PHONE?HOW LONG HAVE YOU HAD THIS MOBILE PHONE?HOW LONG HAVE YOU HAD THIS MOBILE PHONE?

Total Feature phone Smartphone

Less than 3 months 15.7% 11.8% 24.7%

From 4 to 6 months 16.4% 12.4% 25.7%

From 7 months to 1 year 17.9% 18% 17.7%

From 1 to 1 ½ year 15.9% 16.2% 15.2%

From 1 ½ to 2 years 9.5% 11.6% 4.8%

More than 2 years 24.6% 30.1% 11.9%

Base: full sample

WHEN DO YOU INTEND TO CHANGE YOUR MOBILE PHONEWHEN DO YOU INTEND TO CHANGE YOUR MOBILE PHONEWHEN DO YOU INTEND TO CHANGE YOUR MOBILE PHONEWHEN DO YOU INTEND TO CHANGE YOUR MOBILE PHONE

Total Feature phone Smartphone

Less than 3 months 17.8% 20% 12.8%

From 4 to 6 months 22.7% 24.4% 18.7%

From 7 months to 1 year 21% 20.2% 23%

From 1 to 1 ½ year 19.1% 17.4% 23%

From 1 ½ to 2 years 8.2% 6.6% 11.9%

More than 2 years 11.2% 11.5% 10.7%

Base: full sample

WHEN DO YOU INTEND TO CHANGE YOUR MOBILE PHONEWHEN DO YOU INTEND TO CHANGE YOUR MOBILE PHONEWHEN DO YOU INTEND TO CHANGE YOUR MOBILE PHONEWHEN DO YOU INTEND TO CHANGE YOUR MOBILE PHONE

Total Feature phone Smartphone

Less than 3 months 17.8% 20% 12.8%

From 4 to 6 months 22.7% 24.4% 18.7%

From 7 months to 1 year 21% 20.2% 23%

From 1 to 1 ½ year 19.1% 17.4% 23%

From 1 ½ to 2 years 8.2% 6.6% 11.9%

More than 2 years 11.2% 11.5% 10.7%

20%

24.4%

44.4% of the owners of a feature phone intend to change

their mobile phones in the next6 months.

2. SMARTPHONES

Smartphones

• The smartphone has reached the mass.

• Almost 1/3 of the internet users (30.3%) own a smartphone.

• It means that there are approximately 19 millions smartphones in Brazil.

SMARTPHONE OWNERS

0%

10.0%

20.0%

30.0%

40.0%

Work and study Work Study Unemployed Housewife

15.3%

24.9%24.2%

33.8%35.2%

Smartphone

Base: full sample

SMARTPHONE OWNERS

0%

13%

25%

38%

50%

high class middle low middle

19.0%

33.5%

49.7%

Smartphone

Base: full sample

SMARTPHONE OWNERS

0%

13%

25%

38%

50%

high class middle low middle

19.0%

33.5%

49.7%

Smartphone

Base: full sample

Good penetration rate, even for the

lower middle class

40.5% of low middle class intend to change their mobile phones in less than 6 months.

SMARTPHONE OWNERS

0%

10%

20%

30%

40%

Ages 14-17 Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-59

21.1%21.9%

33.2%34.6%29.5%28.6%

Smartphone

Base: full sample

SMARTPHONE OWNERS

0%

10%

20%

30%

40%

Ages 14-17 Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-59

21.1%21.9%

33.2%34.6%29.5%28.6%

Smartphone

Base: full sample

Presented among all age groups

MAIN SMARTPHONE’S BRANDS IN BRAZIL

5.1%8.4%

9.8%

13.0%

10.9% 17.8%

35.0%

Nokia Samsung MotorolaOthers Apple LGBlackberry

• Even though its price is very high in Brazil, the iPhone has already gained an important market share.

Base: Smartphone owners

DO YOU ACCESS THE INTERNET USING YOUR MOBILE PHONE?

0%

25%

50%

75%

100%

Total Apple LG Nokia Blackberry Samsung Motorola

61.8%72.3%

85.7%88.5%89.4%97.4%

83.1%

Yes

Base: Smartphone owners

HOW OFTEN DO YOU ACCESS THE INTERNET USING YOUR MOBILE PHONE?

0%

20.00%

40.00%

60.00%

80.00%

Apple Blackberry LG Motorola Nokia Samsung

More than 1 hour per day Everyday 4 to 6 days a week 2 to 3 times a weekOnce a week or less often

Base: interviewees who access the internet through mobile phones

HOW OFTEN DO YOU ACCESS THE INTERNET USING YOUR MOBILE PHONE?

0%

20.00%

40.00%

60.00%

80.00%

Apple Blackberry LG Motorola Nokia Samsung

More than 1 hour per day Everyday 4 to 6 days a week 2 to 3 times a weekOnce a week or less often

Base: interviewees who access the internet through mobile phones

75.5% accessthe internetevery day

DO YOU USUALLY SHARE CONTENT THAT YOU FIND INTERESTING USING YOUR MOBILE PHONE?

0%

25%

50%

75%

100%

Total Apple Blackberry LG Motorola Nokia Samsung

59.4%61.2%54.2%

66.0%

36.9%

84.3%

63.4%

Yes

Base: smartphone owners who access the internet through mobile phones

DO YOU USUALLY SHARE CONTENT THAT YOU FIND INTERESTING USING YOUR MOBILE PHONE?

0%

25%

50%

75%

100%

Total Apple Blackberry LG Motorola Nokia Samsung

59.4%61.2%54.2%

66.0%

36.9%

84.3%

63.4%

Yes

Base: smartphone owners who access the internet through mobile phones

They tend to share more content.

HAVE YOU EVER PURCHASED ANY ITEM ON WEBSITES ORE-COMMERCE APPS USING YOUR MOBILE PHONE?

0%

20%

40%

60%

80%

Total Apple Blackberry LG Motorola Nokia Samsung

14.5%10.5%

5.5%14.7%

2.9%

62.6%

14.5%

Yes

Base: smartphone owners who access the internet through mobile phones

HAVE YOU EVER PURCHASED ANY ITEM ON WEBSITES ORE-COMMERCE APPS USING YOUR MOBILE PHONE?

0%

20%

40%

60%

80%

Total Apple Blackberry LG Motorola Nokia Samsung

14.5%10.5%

5.5%14.7%

2.9%

62.6%

14.5%

Yes

Base: smartphone owners who access the internet through mobile phones

They are the biggest shoppers using a

mobile phone

WHAT IS YOUR MOBILE PHONE’S BRAND?

Averadge

Apple

Blackberry

Samsung

LG

Nokia

Motorola

0% 25% 50% 75% 100%

Ages 14­17 Ages 18­24 Ages 25­34 Ages 35­44 Ages 45­54 Ages 55­59

Base: full sample

WHAT IS YOUR MOBILE PHONE’S BRAND?

Averadge

Apple

Blackberry

Samsung

LG

Nokia

Motorola

0% 25% 50% 75% 100%

Ages 14­17 Ages 18­24 Ages 25­34 Ages 35­44 Ages 45­54 Ages 55­59

Base: full sample

It’s the brand with the strongest

relationship with young people.

Changing the habits

• The features and type of devices impact the way the consumers use their phones.

• The iPhoneÊs consumer is the most active user and is more likely to interact online.

• To increase the media coverage, the brands must invest in other platforms as well.

3. INTERNET MOBILE

DO YOU ACCESS THE INTERNET THROUGH YOUR MOBILE PHONE?

59.2%

40.8%

Yes No

Base: full sample

• 40.8% already access the Internet through mobile phones

• The internet mobile access is now similar to the tradicional access (by computers) comparing data from the beggining of 2007.

DO YOU ACCESS THE INTERNET THROUGH YOUR MOBILE PHONE?

0%

13%

25%

38%

50%

Ages 14-17 Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-59

19.5%

30.0%

38.7%

49.0%42.8%44.8%

Yes

Base: full sample

DO YOU ACCESS THE INTERNET THROUGH YOUR MOBILE PHONE?

0%

23%

45%

68%

90%

Featured phone Smartphone

83.1%

22.5%

Yes

Base: full sample

DO YOU ACCESS THE INTERNET THROUGH YOUR MOBILE PHONE?

0%

23%

45%

68%

90%

Featured phone Smartphone

83.1%

22.5%

Yes

Base: full sample

The access to the internet tends to grow due to an increasing smartphone selling

DO YOU ACCESS THE INTERNET THROUGH YOUR MOBILE PHONE?

53.0%47.0%

Yes No

•47% already use a mobile broadband (3G)

• The number of access using mobile broadband is bigger than the “tradicional” broadband (cable, fiber, etc.).

Base: interviewees who access the internet through mobile phones

4. SOCIAL MEDIA

Social Media

• The access to the social networks through a mobile phone is already a reality in Brazil.

SOCIAL MEDIA PENETRATION THROUGH MOBILE PHONES

66.1%

33.9%

Yes No

• 33.9% of the interviewees access social networks through mobile phone

Base: full sample

SOCIAL MEDIA PENETRATION THROUGH MOBILE PHONES

17.0%

83.0%

Yes No

Base: interviewed consumers who access the internet through mobile phones

• Taking in consideration just the users who access the internet from their mobile phones, this number reaches up to 83%.

• This penetration rate is similar to the access through computers.

Social Media

• In Brazil, social networks are already one of the most accessed contents from a computer. This is also true considering mobile access.

WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?

All High class Middle Low middle

Google 68.1% 83.8% 68.6% 55.3%

Orkut 49.4% 43.2% 48.4% 56.4%

Facebook 46.9% 59.6% 40.7% 50.3%

Twitter 36.6% 38.6% 38.4% 31.3%

MSN (portal) 35.5% 20.2% 36.7% 44.6%

Globo.com 25.3% 35.5% 22% 24.6%

Yahoo! 16.5% 23.6% 14.3% 15.7%

UOL 14.9% 20.3% 15.1% 10.3%

Terra 10.3% 21.9% 9.8% 2.6%

IG 5.7% 2.4% 7.2% 5%

LinkedIn 2.9% 7.7% 2.6% 0%

Base: interviewees who access the internet through mobile phones

WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?

All High class Middle Low middle

Google 68.1% 83.8% 68.6% 55.3%

Orkut 49.4% 43.2% 48.4% 56.4%

Facebook 46.9% 59.6% 40.7% 50.3%

Twitter 36.6% 38.6% 38.4% 31.3%

MSN (portal) 35.5% 20.2% 36.7% 44.6%

Globo.com 25.3% 35.5% 22% 24.6%

Yahoo! 16.5% 23.6% 14.3% 15.7%

UOL 14.9% 20.3% 15.1% 10.3%

Terra 10.3% 21.9% 9.8% 2.6%

IG 5.7% 2.4% 7.2% 5%

LinkedIn 2.9% 7.7% 2.6% 0%

Differently from the access through

computers, Facebook is very close to Orkut, even

for the class C.

56.4%

50.3%

Base: interviewees who access the internet through mobile phones

WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?

All Featured phone Smartphone

Google 68.1% 61.7% 72.1%

Orkut 49.4% 48.7% 49.9%

Facebook 46.9% 35.4% 54%

Twitter 36.6% 27.1% 42.6%

MSN (portal) 35.5% 37% 34.6%

Globo.com 25.3% 22.4% 27.1%

Yahoo! 16.5% 16% 16.7%

UOL 14.9% 14.8% 15%

Terra 10.3% 6.8% 12.4%

IG 5.7% 6.4% 5.3%

LinkedIn 2.9% 0.3% 4.5%

Base: interviewees who access the internet through mobile phones

WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?

All Featured phone Smartphone

Google 68.1% 61.7% 72.1%

Orkut 49.4% 48.7% 49.9%

Facebook 46.9% 35.4% 54%

Twitter 36.6% 27.1% 42.6%

MSN (portal) 35.5% 37% 34.6%

Globo.com 25.3% 22.4% 27.1%

Yahoo! 16.5% 16% 16.7%

UOL 14.9% 14.8% 15%

Terra 10.3% 6.8% 12.4%

IG 5.7% 6.4% 5.3%

LinkedIn 2.9% 0.3% 4.5%

Not having a smartphone doesn’t mean the user won’t

access social networks

48.7% 49.9%

Base: interviewees who access the internet through mobile phones

Considering the social class differenceand the typeof mobile devices, there is little variation on the access to the websites.

WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?

0%

22.50%

45.00%

67.50%

90.00%

Google

Face

book

Orkut

Twitte

r

Globo.c

omYa

hoo!

Terra UOL

MSN (port

al)

Linke

dIn IG

None o

f them

High class Middle Low Middle

Base: interviewees who access the internet through mobile phones

0%

20.00%

40.00%

60.00%

80.00%

Google

Face

book

Orkut

Twitte

r

Globo.c

omYa

hoo!

Terra UOL

MSN (port

al)

Linke

dIn IG

None o

f them

Smartphone Featured phone

WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?

Base: interviewees who access the internet through mobile phones

Social Media

• Social media apps are one of the most downloaded apps, and considered to be one of the most important ones.

Base: interviewees who are used to download apps to their mobile phones

WHICH ONE OF THESE APPS HAVE YOUDOWNLOADED/INSTALLED TO YOUR MOBILE PHONE?

WHICH ONE OF THESE APPS HAVE YOUDOWNLOADED/INSTALLED TO YOUR MOBILE PHONE?

WHICH ONE OF THESE APPS HAVE YOUDOWNLOADED/INSTALLED TO YOUR MOBILE PHONE?

WHICH ONE OF THESE APPS HAVE YOUDOWNLOADED/INSTALLED TO YOUR MOBILE PHONE?

All Featured phone Smartphone

Games 79.5% 77.5% 80.2%

Social Networks 71.3% 54% 77.5%

Instant Messenger 70.1% 46.7% 78.5%

Utilities such as alarm, calendar, calculator, etc.

51.3% 38.9% 55.7%

Radio/Music 51.2% 60% 48%

Maps 49.4% 20.3% 59.9%

Microblog (Twitter) 42.9% 19.4% 51.3%

AND WHICH ONE OF THEM ARE THE TOP 3 MOST IMPORTANT FOR YOU?AND WHICH ONE OF THEM ARE THE TOP 3 MOST IMPORTANT FOR YOU?AND WHICH ONE OF THEM ARE THE TOP 3 MOST IMPORTANT FOR YOU?AND WHICH ONE OF THEM ARE THE TOP 3 MOST IMPORTANT FOR YOU?

All Featured phone Smartphone

Social Networks 52.4% 50.3% 53.2%

Instant Messenger 43.9% 42.9% 44.2%

Games 38.8% 53.7% 33.4%

Utilities such as alarm, calendar, calculator, etc.

24.8% 22.5% 25.6%

Microblog 24.6% 13.3% 28.6%

Radio/Music 23.6% 31.5% 20.8%

Maps 18.3% 9.9% 21.4%

Base: interviewees who are used to download apps to their mobile phones

Social media

• Social networks are constantly used to share different contents.

WHAT DO YOU USE TO SHARE YOUR CONTENT

0%

17.50%

35.00%

52.50%

70.00%

e­mail

SMS

Social

network

s

Bluetooth

Twitte

r

Show on

the s

creen

MMS

Base: interviewees who share contents

5. MOBILE CONTENT

Mobile content

• Despite of the mobile fast growing rates, there is still a small number of mobile websites and brazilian apps.

• There is a huge opportunity for the companies to position themselves and gain more participation in the mobile market.

I WISH THERE WERE MORE MOBILE CONTENTS TO ACCESS THROUGH MY MOBILE

0%

12.50%

25.00%

37.50%

50.00%

Agree 4 3 2 Disagree

Base: Smartphone owners

I WISH THERE WERE MORE MOBILE CONTENTS TO ACCESS THROUGH MY MOBILE

0%

12.50%

25.00%

37.50%

50.00%

Agree 4 3 2 Disagree

Base: Smartphone owners

More than 50.4% of the smartphone owners would prefer if there were more content to

access through mobile phone

THE AVAILABLE FORMAT OF THE CONTENT IS NOT FOR ME

0%

10.00%

20.00%

30.00%

40.00%

Agree 4 3 2 Disagree

Base: Smartphone owners

THE AVAILABLE FORMAT OF THE CONTENT IS NOT FOR ME

0%

10.00%

20.00%

30.00%

40.00%

Agree 4 3 2 Disagree

Base: Smartphone owners

49,5% believe that the existing content

for mobile phones are still not properly

configured.

HOW DO YOU ACCESS NEWS PORTALS?

70.90%

22.60%

6.50%

I usually access more from my mobile phoneI access from my mobile phone as much as from my computerI access more from my computer

• Almost 1/3 (29.1%) of the interviewees already access news websites through mobile phones on the same frequency or more.

Base: interviewees who access the internet from their feature phones and are used to access this type of service and content

Mobile content

• The efforts/ investments spent on traditional web has become less efficient because at least 1/3 of the consumers are accessing the web through a mobile phone.

• Most of the marketing campaigns send their users to an unprepared website that are usually not adapted to attend the mobile environment.

HOW DO YOU ACCESS E-MAIL?

68.6%

21.7%

9.7%

I usually access more from my mobile phoneI access from my mobile phone as much as from my computerI access more from my computer

• Almost 1/3 (31.4%) of the interviewees already access their e-mail through a mobile phone at the same frequency or more.

Base: interviewees who access the internet from their feature phones and are used to access this type of service and content

HOW DO YOU ACCESS THE SEARCH TOOLS?

69.7%

26.0%

4.3%

I usually access more from my mobile phoneI access from my mobile phone as much as from my computerI access more from my computer

• Almost 1/3 (30.3%) of the interviewees already access the search tools through mobile phones at the same frequency or more.

Base: interviewees who access the internet from their feature phones and are used to access this type of service and content

HOW DO ACCESS SOCIAL NETWORKS?

67.0%

23.5%

9.5%

I usually access more from my mobile phoneI access from my mobile phone as much as from my computerI access more from my computer

• The same occurs with social media campaigns (33%) which usually send the users to their brands websites or microsites. And, most of these websites are not prepared for the mobile format.

• Considering Twitter, 42.9% of the users access the microblog through their mobile devices at the same frequency or more.

Base: interviewees who access the internet from their feature phones and are used to access this type of service and content

Shopping• Only a small percentage of the biggest Brazilian

retailers have websites that are properly adequate to the mobile environment.

• There are companies that have already started to worry about the mobile universe, but they usually end up coming up with a solution just for one mobile brand. (ex.: iPhone)

• Even with this scenario, the number of consumers that purchase an item using their mobile phone is already reasonable.

HAVE YOU EVER PURCHASED ANY ITEM ON WEBSITES ORE-COMMERCE APPS USING YOUR MOBILE PHONE?

0%

4%

8%

12%

16%

Total Feature Phone Smartphone

15.80%

12.50%14.50%

Yes

Base: interviewees who access the internet through mobile phones

0%

10%

20%

30%

40%

Total High class Middle Low middle

9.40%9.40%

37.30%

15.80%

Yes

Base: smartphone owners who access the internet through mobile phones

HAVE YOU EVER MADE ANY PURCHASE IN WEBSITES OR E-COMMERCE APPS THROUGH MOBILE PHONES?

DO YOU USE ANY ONLINE BANKING SERVICE ON YOUR MOBILE PHONE?

0%

7%

13%

20%

26%

Total Featured phone Smartphone

25.30%

17.40%

22.30%

Yes

Base: interviewees who access the internet through mobile phones

0%

10%

20%

30%

40%

Total High class Middle Low middle

15.90%

26.70%31.20%

25.30%

Yes

DO YOU USE ANY ONLINE BANKING SERVICE ON YOUR MOBILE PHONE?

Base: interviewees who access the internet through mobile phones

Mobile TV

• 18.5% of the devices have TV (analogue or digital)

• It means there are, at least, 10 millions devices with this feature.

• Most of these mobiles are from an unknown brand (most from China), nevertheless they provide a variety of features with a smaller price.

VAIC E71 (IT’S NOT A NOKIA PHONE)

• Analog TV• 2 SIM cards• 2 Cameras• Flash• Shake function• Video camera• FM radio• Bluetooth• Voice recorder• MP3 and MP4• Memory card slot

VAIC E71 (IT’S NOT A NOKIA PHONE)

• Analog TV• 2 SIM cards• 2 Cameras• Flash• Shake function• Video camera• FM radio• Bluetooth• Voice recorder• MP3 and MP4• Memory card slot

U$ 40(an SamsungStar Lite TV

costs U$ 450)

Mobile TV• And this base has been ignored in 2 aspects:

1. for those who have Digital TV in their mobile phone, it is true to say that the content hasnÊt yet been adapted to the proper size of the screen, neither to the consumer profile or addapted to be consumed in a specific moment of the day.

2. This audience is not being measured

Mobile TV

• This number (10 million of devices with TV) is very close to the number of paid TV subscriptions in Brazil.

The paid TV started being measured in Brazil when it had less than 1 million subscriptions.

Obviously the paid TV subscription is per residence and not per head, but it helps to illustrate the importance of this number.

6. APPS AND GAMES

DO YOU USUALLY DOWNLOAD SPECIFIC APPS TO YOUR MOBILE PHONE?

64.0%

36.0%

NO YES

• 64% of the smartphone owners who access the internet download apps.

Base: smartphone owners who access the internet through mobile phones

ARE YOU USED TO DOWNLOAD SPECIFIC APPS ON YOUR MOBILE PHONE?

0%

18%

35%

53%

70%

High class Middle Low middle

65.5%61.9%67.4%

Yes

Base: smartphone owners who access the internet through mobile phones

ARE YOU USED TO DOWNLOAD SPECIFIC APPS ON YOUR MOBILE PHONE?

0%

18%

35%

53%

70%

High class Middle Low middle

65.5%61.9%67.4%

Yes

Base: smartphone owners who access the internet through mobile phones

Download apps is a common habit to all social classes and

group ages.

0%

20%

40%

60%

80%

Total Male Female

48.5%

73.3%64.0%

Yes

ARE YOU USED TO DOWNLOAD SPECIFIC APPS ON YOUR MOBILE PHONE?

Base: smartphone owners who access the internet through mobile phones

0%

20%

40%

60%

80%

Total Male Female

48.5%

73.3%64.0%

Yes

Men download more apps

ARE YOU USED TO DOWNLOAD SPECIFIC APPS ON YOUR MOBILE PHONE?

Base: smartphone owners who access the internet through mobile phones

Apps and games

• Although games apps proved to be the most downloaded content, the users tend to delete them from their devices after a small period of time.

• We believe that people are not buying the game itself, but a way of entertaining themselves.

WHAT KIND OF APP DO YOU USUALLY DOWNLOAD TO YOUR MOBILE PHONE?

43.0%

57.0%

Games Other apps

• 57% of the apps installed per month are games

• Average of 12 games installed per month

• Avarage of 9 other type of apps installed per month

Base: Smartphone owners who download apps

60.3%

39.7%

Games Other apps

• 39.7% of the installed apps are games.

Base: smartphone owners who download apps

WHAT’S THE PERCENTAGE OF GAMES AND OTHER APPS IN YOUR MOBILE PHONE

6. FEATURE PHONES

Feature phones?• Usually, market share in Brazil is measured by sales. Due

to the grey market and the resale between the consumers, those numbers donÊt reflect on its market share.

• This study portray the market share considering the usage.

FEATURE PHONES, YES. BUT NOT THAT CONVENTIONAL

50.2%

19.5%

30.3%

SmartphoneFeature phones with advanced features (Wi-Fi, GPS or touch screen)Feature phones

• A considerable part of the feature phones already have advanced features (such as Wi-Fi, GPS or touch screen) there were only found on smartphones.

Base: full sample

MINI HIPHONE N8

• Touch screen• Bluetooth• Shake control• Rotation sensor• Analog TV• 2 SIM cards• 2 Cameras• FM radio• Video camera• Voice recorder • MP3 e MP4• Memory card slot

MINI HIPHONE N8

• Touch screen• Bluetooth• Shake control• Rotation sensor• Analog TV• 2 SIM cards• 2 Cameras• FM radio• Video camera• Voice recorder • MP3 e MP4• Memory card slot

U$ 75(the original iPhone

costs U$ 1,200)

Base: full sample

FEATURES PRESENTED IN MOBILE PHONESFEATURES PRESENTED IN MOBILE PHONESFEATURES PRESENTED IN MOBILE PHONESFEATURES PRESENTED IN MOBILE PHONESTotal Featured phone Smartphone

Alarm Clock 96.4% 96.2% 96.7%

Calendar/Agenda 93.8% 91.6% 98.6%

Camera 86% 80.8% 98%

Voice recorder 79.9% 74.8% 91.6%

AM/FM radio 79.2% 79.7% 78.1%

Bluetooth 78.5% 70.8% 96.1%

Video camera 77.3% 70% 94.3%

MP3 76.4% 68.7% 94.1%

Memory Card 72.7% 65.7% 88.7%

Touch screen 32.1% 19.2% 61.8%

Wi-Fi 28.1% 9.6% 70.7%

GPS 23.3% 9% 56.5%

Television 18.5% 16.6% 23%

Base: full sample and smartphone owners

THE MOST RELEVANT FEATURES FOR SMARTPHONE OWNERSTHE MOST RELEVANT FEATURES FOR SMARTPHONE OWNERSTHE MOST RELEVANT FEATURES FOR SMARTPHONE OWNERS

1º SMS 62.8%

2º Wi-Fi 62.0%

3º MP3 47.8%

4º Alarm clock 46.5%

5º Camera 39.4%

Featured phones?• Mobile phones with advanced features also have an

important role in this change.

• They enable the users to experience and learn more about the features usually presented only on smartphones.

7. NEAR FUTURE

Near future• In a few years, the cheapest mobile phone will have

the same features already presented in the most expensive mobile phones today.

• This technological evolution tendency is common and will continue to happen.

• Considering the smartphone sales, this transition will have a bigger impact in the mobile market in the next few years.

Near future• And there is a new element: the tablet. As it had

happened before with the iPhone entrance, this market will suffer another radical change.

• A news that has already become a desire to all users among all users (66%) from all ages and social classes.

DO YOU INTEND TO BUY A TABLET?

0%

20%

40%

60%

80%

Years 14-17 Years 18-24 Years 25-34 Years 35-44 Years 45-54 Years 55-59

71.3%66.1%68.3%

61.5%66.1%69.6%

Yes

Base: full sample

DO YOU INTEND TO BUY A TABLET?

0%

20%

40%

60%

80%

High class Middle Low middle

63.8%67.1%68.1%

Yes

Base: all the sample

Elaborated by

• Ricardo CavalliniVice President of Convergence, WMcCannricardo.cavallini@wmccann.com

Terence ReisPartner Director of Operations, .Mobiterence@pontomobi.com.br

PRESS RELEASEGabriela Costa(11) 3775-3024gabriela.costa@wmccann.com