10 Things to Know About the Mobile-Only Consumer...10 Things to Know About the Mobile-Only Consumer...
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Morocco Nigeria Kenya Ghana Saudi Arabia 65% 60% 60% 58% 38% France Italy UK Spain Germany 4% 4% 4% 3% 3% 30% 19% 23% 35% 25% 10 Things to Know About the Mobile-Only Consumer All figures are drawn from our Q2 2018 wave of research among 111,899 internet users aged 16-64 in 44 countries. This wave of respondents included 13,131 Mobile-Only internet users - defined as those who only access the internet via a smartphone or feature phone. All respondents in Ghana, Kenya, Morocco and Nigeria took the survey on a mobile. www.globalwebindex.com | @globalwebindex | +globalwebindex APAC 18% MEA 44%* NorthAm 5% LatAm 11% Europe 6% 2. Mobile-only users are younger and more prevalent in countries with younger populations 3. They’re less keen on other technology than others in their age group 4. Samsung dominates Latin America; Apple leads in North America 6. Latin American mobile-only users are the biggest group of privacy tool users 7. They're less likely to engage with brands on social media 8. Top motivations for social media use are still very much social 9. They’re ahead of multi-device users for online entertainment like TV and music streaming 10. Mobile-only users are less likely to use search engines for product research 1. 16% of the global online population are mobile-only *Data for Ghana, Kenya, Morocco and Nigeria collected via mobile. HIGHEST LOWEST % who are mobile-only 5. Middle East & African users are most likely to be planning their next mobile purchase % who currently own the following mobile brands % who agree with the following “Technology makes life more complicated” “I don't understand computers and new technology” % who engaged with brands or branded content in this way last month Visited a website Liked/followed on social media Watched a video Visited a social page Read an email Fill up spare time Stay in touch with friends’ activities Meet new people Stay up-to-date with news Find entertaining content % who mainly use social media to... % who spend at least 1 hour a day on the following... % who mainly use the following when looking for more information about brands/products/services... 35% 0.63 IDX 15% 0.68 IDX 14% 0.60 IDX 14% 0.65 IDX 13% 0.56 IDX 27% 0.70 IDX 22% 0.56 IDX 22% 0.80 IDX 22% 0.55 IDX 21% 0.57 IDX MOBILE-ONLY USERS MULTI-DEVICE USERS Search Engines Social Networks Search Engines Social Networks 43% 40% 42% 52% MOBILE-ONLY USERS MULTI-DEVICE USERS Online TV/Streaming Music Streaming Music Streaming Online TV/Streaming 38% 32% 32% 37% Ad-blocker VPN 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 1.17 IDX 1.17 IDX 1.29 IDX 1.67 IDX 1.46 IDX 36% 42% 41% 52% 42% 32% 39% 36% 54% 56% 1.66 IDX 1.54 IDX 1.59 IDX 2.63 IDX 2.83 IDX % of internet users who are mobile-only consumers % who plan to buy/upgrade a mobile phone in the next 6 months Average daily time spent on social media: 02:26 % who use they privacy measures on a mobile at least once a month APAC Europe LatAm MEA NorthAm Average age of a mobile-only internet user is 31, compared to all other internet users at 36. APAC Europe LatAm MEA NorthAm 43% 32% 14% 30% 17% 7% 37% 18% 11% 36% 22% 8% 23% 20% 13% Note: Index figures are measured against the global age group average 31% 22% 25% 17% 31% 23% 37% 25% 28% 20% APAC Europe LatAm MEA NorthAm
Transcript of 10 Things to Know About the Mobile-Only Consumer...10 Things to Know About the Mobile-Only Consumer...
Morocco
Nigeria
Kenya
Ghana
Saudi Arabia
65%
60%
60%
58%
38%
France
Italy
UK
Spain
Germany
4%
4%
4%
3%
3%
30%
19%23%
35%
25%
10 Things to Know Aboutthe Mobile-Only Consumer
All figures are drawn from our Q2 2018 wave of research among 111,899 internet users aged 16-64 in 44 countries. This wave of respondents included 13,131 Mobile-Only internet users - defined as those who only access the internet via a smartphone or feature phone.
All respondents in Ghana, Kenya, Morocco and Nigeria took the survey on a mobile.
www.globalwebindex.com | @globalwebindex | +globalwebindex
APAC18%
MEA44%*
NorthAm5%
LatAm11%
Europe6%
2. Mobile-only users are younger and more prevalent in countries with younger populations
3. They’re less keen on other technology than others in their age group
4. Samsung dominates Latin America; Apple leads in North America
6. Latin American mobile-only users are the biggest group of privacy tool users
7. They're less likely to engage with brands on social media
8. Top motivations for social media use are still very much social
9. They’re ahead of multi-device users for online entertainment like TV and music streaming
10. Mobile-only users are less likely to use search engines for product research
1. 16% of the global online population are mobile-only
*Data for Ghana, Kenya, Morocco and Nigeria collected via mobile.
HIGHEST LOWEST% who aremobile-only
5. Middle East & African users are most likely to be planning their next mobile purchase
% who currently own the following mobile brands% who agree withthe following
“Technology makes life more complicated”
“I don't understand computers and new technology”
% who engaged with brands or branded content in this way last month
Visited a website
Liked/followedon social media
Watcheda video
Visited asocial page
Read anemail
Fill upspare time
Stay in touch withfriends’ activities
Meet newpeople
Stay up-to-datewith news
Find entertainingcontent
% who mainly use social media to...
% who spend at least 1 hour a day on the following... % who mainly use the following when looking for more informationabout brands/products/services...
35%0.63 IDX
15%0.68 IDX
14%0.60 IDX
14%0.65 IDX
13%0.56 IDX
27%0.70 IDX
22%0.56 IDX
22%0.80 IDX
22%0.55 IDX
21%0.57 IDX
MOBILE-ONLY USERS MULTI-DEVICE USERS
Search EnginesSocial Networks Search EnginesSocial Networks
43% 40% 42% 52%
MOBILE-ONLY USERS MULTI-DEVICE USERS
Online TV/Streaming Music Streaming Music StreamingOnline TV/Streaming
38% 32% 32%37%
Ad-blocker
VPN
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
1.17 IDX
1.17 IDX
1.29 IDX
1.67 IDX
1.46 IDX
36%
42%
41%
52%
42%
32%
39%
36%
54%
56%
1.66 IDX
1.54 IDX
1.59 IDX
2.63 IDX
2.83 IDX
% of internetusers who aremobile-onlyconsumers
% who plan to buy/upgrade a mobile phone in the next 6 months
Average dailytime spent onsocial media:
02:26
% who use they privacy measures on a mobileat least once a month
APAC Europe LatAm MEA NorthAm
Average age of a mobile-only internet user is 31, compared to all other internet users at 36.
APAC Europe LatAm MEA NorthAm
43% 32% 14%30% 17% 7%37% 18% 11%36% 22% 8%23% 20% 13%
Note: Index figures are measured against the global age group average
31% 22% 25% 17% 31% 23% 37% 25% 28% 20%
APAC Europe LatAm MEA NorthAm
