smartphone usage and mobile attitudes - 2011
Post on 17-Oct-2014
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And finally good data have come! Google, Ipsos & MMA have made an effort to get insights about mobile user and its mobile usage. The site www.ourmobileplanet.com provides a full immersion on data that can be used to drive decisions on how to engage with consumers. It’s the first time that such an extensive study is available for free and we should take advantage of this data field. The site gives the opportunity to use a tool to create custom charts and to retrieve raw data, so I spent a little time to enjoyed the opportunity to make available some charts that I hope will be useful and explanatory on the consumer's behaviours.TRANSCRIPT
Smartphone usage and mobile attitudes
in 14 European countries
November 2011
1. Penetration – Smartphone, Internet & mobile
The penetration of smartphone is on average about 26% (going from 18% to 34%)With an average Internet penetration of 74%, three out of four people use the Internet; Italy is the only country below 60% Mobile subscriptions, with an average of 1,22 per person, show that it is not uncommon to have a contract with multiple mobile operator
1. Penetration – Smartphone
Use of smartphones is particularly high in the age class 18 to 29, and considerably lower in the 50+ classIn the age class 30 to 49 the usage is still far above the average
1. Penetration – Smartphone
In all selected European countries, smartphone adoption is higher in male than in femaleIn UK and Norway the gap between genders, about smartphone adoption, is lower
2. Behavior
2. Behavior – Internet usage
Over 60% of smartphone owners connect to the Internet via smartphone at least once a dayDesktop computers are still the most used media to connect to the Internet, with over 90% of smartphone owners who use it to connect at least once a day
2. Behavior – Internet usage
Smartphone owners have frequent but short online sessions via smartphone, and few but long sessions via desktop
2. Behavior – Mobile use cases
Smartphones are mainly used to browse Internet, take photo/video, email and general search while are less used to job search, house search and coupons for shoppingThe mobile use cases can vary significantly depending on the considered country
2. Behavior – Mobile use cases
2. Behavior – Mobile use cases
2. Behavior – Mobile use cases
2. Behavior – Mobile use cases
2. Behavior – Mobile use cases
2. Behavior – Mobile use cases
Use of the smartphone does not vary much by gender, although some activities such as social networking are more used by women
2. Behavior – Location of smartphone usage
Smartphones are mainly used at home, on the go and at workUse of smartphone in stores and airports varies widely from country to countryIn school, on average, more than one student out of four uses the smartphone
2. Behavior – Location of smartphone usage
2. Behavior – Location of smartphone usage
Smartphones are considered a good way to pass time while waiting for something and to connect to the Internet and to get information in the absence of an alternative connectionThe perception of the Internet as a kind of accessory for the mobile device, varies widely by countrySmartphones are also a quick and easy way to get immediate answers to questions
2. Behavior – Statements
2. Behavior – Statements
Smartphones are a way to stay in touch on the go,In some countries people think that smartphones are pretty discreet and good to be used to browse the Internet without being seenFew people use the smartphone because it has lower costs than an alternative Internet connection and very few people do not have an alternative connection at home and use exclusively the smartphone to connect to Internet
3. Activities
3. Activities – Apps
The number of installed apps varies from country to country and is between 14 and 34In Austria, Germany, Spain and Switzerland at least half of the apps installed were purchasedThe number of apps used at least once every 30 days is less than half the number of installed apps
3. Activities – Parallel media usage
The most common parallel activity is listening to music, followed by watching tv/movies and using Internet on another deviceOther activities such as reading or playing video games, seem to be less suitable for a parallel usage
3. Activities – Parallel media usage
Over 70% of smartphone owners does something else while using smartphoneThis percentage grows up to 88% in age class 18-29 showing how younger people are more multitaskingPeople in age class 50+ are less likely to do something else while using smartphone showing less multitasking capabilities
3. Activities – Parallel media usage
The kind of parallel media activities varies with age classListening to music and watching tv or movies are activities done frequently by younger people and decrease quickly with ageUsing Internet on another device and reading something while using the smartphone is more common in all age classes
3. Activities – Search, social, video and email usage
For common activities such as search engine usage, social networking, email and video platform, desktop computer are still used more than smartphone but with small differencesThis is true especially in activities like social networking where the gap is really low and engagement on smartphone is higher than on desktop
3. Activities – Search, social, video and email usage
Owners of smartphones will stay mainly on the first page of search results when using their smartphone to search for informationOn a desktop, instead, they browse more than five pages of results
3. Activities – Local search
Use of smartphone for local search also varies with country; Italy and Spain are the first countries for this kind of usage
3. Activities – Local search
Although it varies from country to country, the most frequent activities performed after a local search are: visit the website, locate the venue on a map or visit the business itself
3. Activities – Statements
More than half of smartphone owners do not leave home without itOften after having found the information with the smartphone, the search goes on desktop computer
3. Activities – Statements
The smartphone is not a full substitute for other media and very few people would replace the TV or PC with it
4. Commerce
4. Commerce – Mobile Commerce
Over 20% of the smartphone owners, except in France and Netherlands, has ever purchased something via smartphoneIn Italy and Spain, the frequency of mobile purchases is much higher than other countries and over 25% of the smartphone owners who purchase via Internet on their smartphone do it with a medium or high frequency
4. Commerce – Mobile Commerce
Most people still prefer to use a PC or laptop to buy onlineThe most frequent barrier to purchase is about security and in some countries like UK, France and Spain over 25% of the smartphone owners do not purchase because they don’t feel secureAnother barrier is the complexity of the purchase via the Internet
4. Commerce – Mobile Commerce
The payment method used varies greatly from country to countryCredit card/debt card is one of the widely used method although in some countries, like Germany and Italy, PayPal is the preferred oneInvoice is also wide used while prepaid cards are mainly used in ItalyNFC is not yet widely used
4. Commerce – Research & Purchase
4. Commerce – Research & Purchase
4. Commerce – Research & Purchase
4. Commerce – Research & Purchase
4. Commerce – Statements
Information gathered with smartphone are important to inform about products and help comparing pricesIn some countries like UK, Spain, Italy and Czech Republic more than one person out of five is influenced by these informations in his purchasing decision
5. Advertising
5. Advertising – Awareness
Mobile ads awareness is high in quite all countries where people notice them most of the time over 25%, except for Norway, Denmark, Spain and UKAt least 2 out of 4 notice advertising sometimesLess than 1 out of 4 never notice an ads
5. Advertising – Ad location
Ads are most noticed in search engines and in appsAfter noticing an ads more than 30% of the people, on average, do something
5. Advertising – Ad location
5. Advertising – Actions
5. Advertising – Statements
Most people will not be annoyed by ads received as rewards or for freebiesLess than 15%, have used a mobile coupon to purchase a product in-store
6. About
6. AboutSource:
All data comes from a study by Google, Ipsos and the MMAData was taken during March and July 2011 and published by Google on October 2011More information on: http://www.ourmobileplanet.com/omp/omp_about
Compiled on:11-11-2011
Compiled by:Amodiovalerio Verde
e-mail: [email protected]: http://www.linkedin.com/in/amodiovalerioverdeabout.me: http://about.me/amodiovalerio.verde
Licence:CC-BY-NC
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