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Smartphone usage and
mobile attitudes in Europe
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
Credits: Amodiovalerio Verde
1. Penetration – Smartphone
Use of smartphones is particularly high in the age class 18 to 29, and considerably lower in the 50+ class
In the age class 30 to 49 the usage is still far above the average
Credits: Amodiovalerio Verde
1. Penetration – Smartphone
In all selected European countries, smartphone adoption is higher in male than in female
In UK and Norway the gap between genders, about smartphone adoption, is lower
Credits: Amodiovalerio Verde
2. Behavior
2. Behavior – Internet usage
Over 60% of smartphone owners connect to the Internet via smartphone at least once a day
Desktop 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
Credits: Amodiovalerio Verde
2. Behavior – Internet usage
Smartphone owners have frequent but short online sessions via smartphone, and few but long sessions via desktop
Credits: Amodiovalerio Verde
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 shopping
The mobile use cases can vary significantly depending on the considered country
Credits: Amodiovalerio Verde
2. Behavior – Mobile use cases
Credits: Amodiovalerio Verde
2. Behavior – Mobile use cases
Credits: Amodiovalerio Verde
2. Behavior – Mobile use cases
Credits: Amodiovalerio Verde
2. Behavior – Mobile use cases
Credits: Amodiovalerio Verde
2. Behavior – Mobile use cases
Credits: Amodiovalerio Verde
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
Credits: Amodiovalerio Verde
2. Behavior – Location of smartphone usage
Smartphones are mainly used at home, on the go and at work
Use of smartphone in stores and airports varies widely from country to country
In school, on average, more than one student out of four uses the smartphone
Credits: Amodiovalerio Verde
2. Behavior – Location of smartphone usage
Credits: Amodiovalerio Verde
2. Behavior – Location of smartphone usage
Credits: Amodiovalerio Verde
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 connection
The perception of the Internet as a kind of accessory for the mobile device, varies widely by country
Smartphones are also a quick and easy way to get immediate answers to questions
2. Behavior – Statements
Credits: Amodiovalerio Verde
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 seen
Few 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
Credits: Amodiovalerio Verde
3. Activities
3. Activities – Apps
The number of installed apps varies from country to country and is between 14 and 34
In Austria, Germany, Spain and Switzerland at least half of the apps installed were purchased
The number of apps used at least once every 30 days is less than half the number of installed apps
Credits: Amodiovalerio Verde
3. Activities – Parallel media usage
The most common parallel activity is listening to music, followed by watching tv/movies and using Internet on another device
Other activities such as reading or playing video games, seem to be less suitable for a parallel usage
Credits: Amodiovalerio Verde
3. Activities – Parallel media usage
Over 70% of smartphone owners does something else while using smartphone
This percentage grows up to 88% in age class 18-29 showing how younger people are more multitasking
People in age class 50+ are less likely to do something else while using smartphone showing less multitasking capabilities
Credits: Amodiovalerio Verde
3. Activities – Parallel media usage
The kind of parallel media activities varies with age class
Listening to music and watching tv or movies are activities done frequently by younger people and decrease quickly with age
Using Internet on another device and reading something while using the smartphone is more common in all age classes
Credits: Amodiovalerio Verde
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 differences
This is true especially in activities like social networking where the gap is really low and engagement on smartphone is higher than on desktop
Credits: Amodiovalerio Verde
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 information
On a desktop, instead, they browse more than five pages of results
Credits: Amodiovalerio Verde
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
Credits: Amodiovalerio Verde
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
Credits: Amodiovalerio Verde
3. Activities – Statements
More than half of smartphone owners do not leave home without it
Often after having found the information with the smartphone, the search goes on desktop computer
Credits: Amodiovalerio Verde
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
Credits: Amodiovalerio Verde
4. Commerce
4. Commerce – Mobile Commerce
Over 20% of the smartphone owners, except in France and Netherlands, has ever purchased something via smartphone
In 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
Credits: Amodiovalerio Verde
4. Commerce – Mobile Commerce
Most people still prefer to use a PC or laptop to buy online
The 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 secure
Another barrier is the complexity of the purchase via the Internet
Credits: Amodiovalerio Verde
4. Commerce – Mobile Commerce
The payment method used varies greatly from country to country
Credit card/debt card is one of the widely used method although in some countries, like Germany and Italy, PayPal is the preferred one
Invoice is also wide used while prepaid cards are mainly used in Italy
NFC is not yet widely used
Credits: Amodiovalerio Verde
4. Commerce – Research & Purchase
Credits: Amodiovalerio Verde
4. Commerce – Research & Purchase
Credits: Amodiovalerio Verde
4. Commerce – Research & Purchase
Credits: Amodiovalerio Verde
4. Commerce – Research & Purchase
Credits: Amodiovalerio Verde
4. Commerce – Statements
Information gathered with smartphone are important to inform about products and help comparing prices
In 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
Credits: Amodiovalerio Verde
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 UK
At least 2 out of 4 notice advertising sometimes
Less than 1 out of 4 never notice an ads
Credits: Amodiovalerio Verde
5. Advertising – Ad location
Ads are most noticed in search engines and in apps
After noticing an ads more than 30% of the people, on average, do something
Credits: Amodiovalerio Verde
5. Advertising – Ad location
Credits: Amodiovalerio Verde
5. Advertising – Actions
Credits: Amodiovalerio Verde
5. Advertising – Statements
Most people will not be annoyed by ads received as rewards or for freebies
Less than 15%, have used a mobile coupon to purchase a product in-store
Credits: Amodiovalerio Verde
6. About
6. AboutSource:
All data comes from a study by Google, Ipsos and the MMA
Data was taken during March and July 2011 and published by Google on October 2011
More information on: http://www.ourmobileplanet.com/omp/omp_about
Compiled on:
11-11-2011
Compiled by:
AmodiovalerioVerde
e-mail: [email protected]
LinkedIn: http://www.linkedin.com/in/amodiovalerioverde
about.me: http://about.me/amodiovalerio.verde
Licence:
CC-BY-NC
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