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7/28/2019 110620mmbrpesquisa-110808131014-phpapp01

1/95

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


2/95

PRESENTATION TOPICS

1. A rapid market evolution

2. Smartphones

3. Internet mobile

4. Social media

5. Mobile content6. Apps and games

7. Feature phones

8. Near future


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METHODOLOGY

Ipsos Online Panel 1000 interviews in total Men and Women, Brazilians 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


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1. A RAPID MARKET EVOLUTION


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A rapid market evolution

50.4% of smartphones owners bought their last devicein the last 6 months, indicating that the market hasbeen changing very quickly.


7/95

Base: full sample

HOW LONG HAVE YOU H D 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

year17.9% 18% 17.7%

From 1 to 1 year 15.9% 16.2% 15.2%

From 1 to 2 years 9.5% 11.6% 4.8%

More than 2 years 24.6% 30.1% 11.9%


8/95

Base: full sample

WHEN DO OU INTEND TO C ANGE YOUR MOBILE PHONE


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

year21% 20.2% 23%

From 1 to 1 year 19.1% 17.4% 23%

From 1 to 2 years 8.2% 6.6% 11.9%

More than 2 years 11.2% 11.5% 10.7%


9/95

Base: full sample

WHEN DO OU INTEND TO C ANGE YOUR MOBILE PHONE


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

year21% 20.2% 23%

From 1 to 1 year 19.1% 17.4% 23%

From 1 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 ownersof a feature phoneintend to change

their mobile phonesin the next6 months.


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2. SMARTPHONES


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Smartphones

The smartphone has reached the mass.

Almost 1/3 of the internet users (30.3%) own asmartphone.

It means that there are approximately 19 millionssmartphones in Brazil.


12/95

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


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SMARTPHONE OWNERS

0%

13%

25%

38%

50%

high class middle low middle

19.0%

33.5%

49.7%

Smartphone

Base: full sample


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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


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40.5% of low middle

class intend to

change their

mobile phones in

less than 6 months.


16/95

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


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SMARTPHONE OWNERS

0%

10%

20%

30%

40%


21.1%21.9%

33.2%34.6%

29.5%28.6%

Smartphone

Base: full sample

Presented among

all age groups


18/95

MAIN SMARTPHONES BRANDS IN BRAZIL

5.1%8.4%

9.8%

13.0%

10.9% 17.8%

35.0%

Nokia Samsung Motorola

Others Apple LG

Blackberry

Even though its price is veryhigh in Brazil, the iPhone has

already gained an important

market share.

Base: Smartphone owners


19/95

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



20/95

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 week

Once a week or less often

Base: interviewees who access the internet through mobile phones


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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 week

Once a week or less often


75.5% access

the internet

every day


22/95

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


23/95

DO YOU USUALLY SHARE CONTENT THAT YOU FIND INTERESTING

USING YOUR MOBILE PHONE?

0%

25%

50%

75%

100%


59.4%61.2%54.2%

66.0%

36.9%

84.3%

63.4%

Yes


They tend to share

more content.


24/95

HAVE YOU EVER PURCHASED ANY ITEM ON WEBSITES OR

E-COMMERCE APPS USING YOUR MOBILE PHONE?

0%

20%

40%

60%

80%


14.5%10.5%

5.5%

14.7%

2.9%

62.6%

14.5%

Yes



25/95



0%

20%

40%

60%

80%


14.5%10.5%

5.5%

14.7%

2.9%

62.6%

14.5%

Yes


They are the biggest

shoppers using a

mobile phone


26/95

WHAT IS YOUR MOBILE PHONES BRAND?

Averadge

Apple

Blackberry

Samsung

LG

Nokia

Motorola

0% 25% 50% 75% 100%


Base: full sample


27/95

WHAT IS YOUR MOBILE PHONES BRAND?

Averadge

Apple

Blackberry

Samsung

LG

Nokia

Motorola

0% 25% 50% 75% 100%


Base: full sample

Its the brand with

the strongest

relationship with

young people.


28/95

Changing the habits

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

The iPhones consumer is the most active user and ismore likely to interact online.

To increase the media coverage, the brands mustinvest in other platforms as well.


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3. INTERNET MOBILE


30/95

DO YOU ACCESS THE INTERNET THROUGH YOUR

MOBILE PHONE?

59.2%

40.8%

Yes No

Base: full sample

40.8% already access theInternet through mobilephones

The internet mobile access isnow similar to the tradicionalaccess (by computers)comparing data from thebeggining of 2007.


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MOBILE PHONE?

0%

13%

25%

38%

50%


19.5%

30.0%

38.7%

49.0%

42.8%44.8%

Yes

Base: full sample


32/95


MOBILE PHONE?

0%

23%

45%

68%

90%

Featured phone Smartphone

83.1%

22.5%

Yes

Base: full sample


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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 increasingsmartphone selling


34/95


MOBILE PHONE?

53.0%47.0%

Yes No

47% already use a mobilebroadband (3G)

The number of access usingmobile broadband is bigger

than the tradicional

broadband (cable, fiber, etc.).



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4. SOCIAL MEDIA


36/95

Social Media

The access to the social networks through a mobilephone is already a reality in Brazil.


37/95

SOCIAL MEDIA PENETRATION THROUGH MOBILE

PHONES

66.1%

33.9%

Yes No

33.9% of the intervieweesaccess social networksthrough mobile phone

Base: full sample


38/95

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 justthe users who access theinternet from their mobilephones, this number reachesup to 83%.

This penetration rate issimilar to the access throughcomputers.


39/95

Social Media

In Brazil, social networks are already one of the mostaccessed contents from a computer. This is also trueconsidering mobile access.


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WHICH WEBSI

MOBILE PHON

TES/PORTALS

E?

DO YOU OFT N ACCESS TH OUGH YOUR

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%



41/95

WHICH WEBSI

MOBILE PHON

TES/PORTALS

E?

DO YOU OFT N ACCESS TH OUGH YOUR

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%



42/95

WHICH WEBSITE

MOBILE PHONE?

/PORTALS DO YO OFTEN ACCESS HROUGH YOUR

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%



43/95

WHICH WEBSITE

MOBILE PHONE?

/PORTALS DO YO OFTEN ACCESS HROUGH YOUR


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 asmartphone doesnt

mean the user wont

access social networks

48.7% 49.9%



44/95

Considering thesocial class

difference

and the type

of mobile

devices, there

is little variation

on the access

to the websites.


45/95

WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR

MOBILE PHONE?

0%

22.50%

45.00%

67.50%

90.00%

Google

Facebo

okOrkut

Twitt

er

Globo.com

Yaho

o!Te

rra UOL

MSN

(portal)

Linke

dIn IG

None

ofthe

m

High class Middle Low Middle



46/95

0%

20.00%

40.00%

60.00%

80.00%

Google

Facebo

okOrkut

Twitt

er

Globo.com

Yaho

o!Te

rra UOL

MSN

(portal)

Linke

dIn IG

None

ofthe

m

Smartphone Featured phone

WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR

MOBILE PHONE?



47/95

Social Media

Social media apps are one of the most downloadedapps, and considered to be one of the most importantones.


48/95

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

WHICH O

DOWNLOADED/I

E OF THESE A

STALLED TO Y

PS HAVE YOU

UR MOBILE PHONE?


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%


49/95

AND WHICH ONE OF THE ARE THE TOP MOST IMPORT NT FOR YOU?


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


50/95

Social media

Social networks are constantly used to share differentcontents.


51/95

WHAT DO YOU USE TO SHARE YOUR CONTENT

0%

17.50%

35.00%

52.50%

70.00%

e-mail

SMS

Socialn

etwo

rks

Bluetooth

Twitt

er

Show

onth

escreen

MMS

Base: interviewees who share contents


52/95

5. MOBILE CONTENT


53/95

Mobile content

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

There is a huge opportunity for the companies toposition themselves and gain more participation in themobile market.


54/95

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



55/95

I WISH THERE WERE MORE MOBILE CONTENTS TO ACCESS

THROUGH MY MOBILE

0%

12.50%

25.00%

37.50%

50.00%



More than 50.4% of thesmartphone ownerswould prefer if therewere more content to

access through mobilephone


56/95

THE AVAILABLE FORMAT OF THE CONTENT IS NOT FOR ME

0%

10.00%

20.00%

30.00%

40.00%




57/95

THE AVAILABLE FORMAT OF THE CONTENT IS NOT FOR ME

0%

10.00%

20.00%

30.00%

40.00%



49,5% believe thatthe existing content

for mobile phones are

still not properly

configured.


58/95

HOW DO YOU ACCESS NEWS PORTALS?

70.90%

22.60%

6.50%

I usually access more from my mobile phone

I access from my mobile phone as much as from my computer

I access more from my computer

Almost 1/3 (29.1%) of theinterviewees 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


59/95

Mobile content

The efforts/ investments spent on traditional web hasbecome less efficient because at least 1/3 of theconsumers are accessing the web through a mobilephone.

Most of the marketing campaigns send their users to anunprepared website that are usually not adapted toattend the mobile environment.


60/95

HOW DO YOU ACCESS E-MAIL?

68.6%

21.7%

9.7%





their e-mail through a mobile

phone at the same frequency

or more.


service and content


61/95

HOW DO YOU ACCESS THE SEARCH TOOLS?

69.7%

26.0%

4.3%





the search tools through

mobile phones at the same

frequency or more.


service and content


62/95

HOW DO ACCESS SOCIAL NETWORKS?

67.0%

23.5%

9.5%




The same occurs with socialmedia campaigns (33%)

which usually send the users

to their brands websites or

microsites. And, most of

these websites are notprepared for the mobile

format.

Considering Twitter, 42.9% ofthe users access the

microblog through their

mobile devices at the same

frequency or more.


service and content


63/95

Shopping Only a small percentage of the biggest Brazilian

retailers have websites that are properly adequate tothe mobile environment.

There are companies that have already started toworry 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 thatpurchase an item using their mobile phone is alreadyreasonable.


64/95



0%

4%

8%

12%

16%

Total Feature Phone Smartphone

15.80%

12.50%

14.50%

Yes



65/95

0%

10%

20%

30%

40%

Total High class Middle Low middle

9.40%9.40%

37.30%

15.80%

Yes


HAVE YOU EVER MADE ANY PURCHASE IN WEBSITES OR E-

COMMERCE APPS THROUGH MOBILE PHONES?


66/95

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



67/95

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?



68/95

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 varietyof features with a smaller price.


69/95

VAIC E71 (ITS 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


70/95

VAIC E71 (ITS 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)


71/95

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 hasnt yet beenadapted to the proper size of the screen, neither tothe consumer profile or addapted to be consumedin a specific moment of the day.

2. This audience is not being measured


72/95


73/95

6. APPS AND GAMES

DO YOU USUALLY DOWNLOAD SPECIFIC APPS TO YOUR


74/95

DO YOU USUALLY DOWNLOAD SPECIFIC APPS TO YOUR

MOBILE PHONE?

64.0%

36.0%

NO YES

64% of the smartphoneowners who access the

internet download apps.


ARE YOU USED TO DOWNLOAD SPECIFIC APPS ON


75/95


YOUR MOBILE PHONE?

0%

18%

35%

53%

70%

High class Middle Low middle

65.5%61.9%

67.4%

Yes




76/95


YOUR MOBILE PHONE?

0%

18%

35%

53%

70%


65.5%61.9%

67.4%

Yes


Download apps is a

common habit to all

social classes and

group ages.



77/95

0%

20%

40%

60%

80%

Total Male Female

48.5%

73.3%

64.0%

Yes


YOUR MOBILE PHONE?




78/95

0%

20%

40%

60%

80%

Total Male Female

48.5%

73.3%

64.0%

Yes

Men download

more apps


YOUR MOBILE PHONE?



79/95

Apps and games

Although games apps proved to be the mostdownloaded content, the users tend to delete themfrom 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


80/95

WHAT KIND OF APP DO YOU USUALLY DOWNLOAD TO

YOUR MOBILE PHONE?

43.0%

57.0%

Games Other apps

57% of the apps installed permonth are games

Average of 12 gamesinstalled per month

Avarage of 9 other type ofapps installed per month

Base: Smartphone owners who download apps

WHATS THE PERCENTAGE OF GAMES AND OTHER


81/95

60.3%

39.7%

Games Other apps

39.7% of the installed appsare games.

Base: smartphone owners who download apps

WHAT S THE PERCENTAGE OF GAMES AND OTHER

APPS IN YOUR MOBILE PHONE


82/95

6. FEATURE PHONES


83/95

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

to the grey market and the resale between theconsumers, those numbers dont reflect on its marketshare.

This study portray the market share considering theusage.


84/95

FEATURE PHONES, YES. BUT NOT THAT CONVENTIONAL

50.2%

19.5%

30.3%

Smartphone

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

Feature phones

A considerable part of thefeature phones already have

advanced features (such as

Wi-Fi, GPS or touch screen)

there were only found on

smartphones.

Base: full sample


85/95

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


86/95

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)

FE TURES PRESENTED IN MOBILE PHO ES


87/95

Base: full sample

Total 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%

THE MOST RELEVANT FEATURES FOR SMA TPHONE OWNERS


88/95

Base: full sample and smartphone owners

THE MOST RELEVANT FEATURES FOR SMA TPHONE OWNERS

1 SMS 62.8%

2 Wi-Fi 62.0%

3 MP3 47.8%

4 Alarm clock 46.5%

5 Camera 39.4%


89/95

Featured phones? Mobile phones with advanced features also have an

important role in this change.

They enable the users to experience and learn moreabout the features usually presented only onsmartphones.


90/95

7. NEAR FUTURE


91/95

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

the same features already presented in the mostexpensive mobile phones today.

This technological evolution tendency is common andwill continue to happen.

Considering the smartphone sales, this transition willhave a bigger impact in the mobile market in the nextfew years.


92/95

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

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

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

DO YOU INTEND TO BUY A TABLET?


93/95


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



94/95


0%

20%

40%

60%

80%


63.8%67.1%68.1%

Yes

Base: all the sample

Elaborated by


95/95

Elaborated by

Ricardo Cavallini

Vice President of Convergence, WMcCann

[email protected]

Terence Reis

Partner Director of Operations, .Mobi

[email protected]

PRESS RELEASE

Gabriela Costa(11) [email protected]

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