Mobile Internet Consumer Chile

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    THE MOBILEINTERNET CONSUMERCHILE 2013AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS

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    THE MOBILE INTERN

    Preface

    The Mobile Internet ConsumerChile 2013 report produced by Vservaddresses the audience insights of the growing mobile internet user b

    Chile. This report focuses on profiling the mobile web & app users, thpurchasing power, lifestyle and consumption pattern. The findings aninsights are drawn from a survey conducted in 36 countries across re

    The Mobile Internet Consumer report is designed for media planners

    advertisers. It is created with the objective to help brands plan their mstrategy for reaching the right target audience through Mobile Web &will also help app developers, content providers, OEMs & telecom serproviders in understanding the evolving mobile consumer. The MobileConsumer report is available for India, China, Southeast Asia, Middle Africa, Latin America, North America and Europe.

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    THE MOBILE INTERN

    DEMOGRAPHICS

    THE MOBILE INTERN

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    THE MOBILE INTERN

    3/4thof the mobileinternet users in Chilemore than 25 year ol

    Less than 18 yrs 17%

    LATAM

    18-24 yrs 30%

    25-35 yrs 26%

    more than 35 yrs 27%

    Age

    17%

    29%

    45%

    10%

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    4 out of 7 mobileinternet users inare men

    Male F

    42%*58%*

    43%

    57%

    *LATAM

    Gender

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    Over 2/5th of the mobile internet users in Chile areGraduates or Post-graduates

    Graduate / Post Graduate

    Diploma /Undergraduate

    Schooling upto 12 yrs

    Education

    45%

    18% 33%*

    32% 25%*

    Uneducated 5% 4%*

    *LATAM

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    Almostthe mointerneChile bearnin

    Occupation

    Business22%

    Self Employed

    Professional9%

    Full-time job34%

    Part-time job5%

    24%*

    14%*

    19%*

    8%*

    Currently

    not working8%

    Housewife6%

    Student15%23%*

    6%*

    7%*

    *LATAM

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    CONSUMPTION PATTERNTHE MOBILE INTERN

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    79%

    38% 38%26%

    4 out of 5internet udownloadgame/ ap

    last mont

    Game / App Video Music Themes

    Mobile content downloadedin the last month

    81%* 48%* 45%* 41%*

    *LATAM

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    THE MOBILE INTERN

    Download mobile content

    Find a good deal on something

    Learn about a brand

    Locate something nearby

    Over half of the mobile internet users stated that mobile ads ato find promotional deals

    Users love mobile ads that help them...

    60%

    55% 45%

    38% 44%*

    49% 55%*

    *LATAM

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    THE MOBILE INTERN

    PURCHASING POWER

    THE MOBILE INTERN

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    THE MOBILE INTERN

    Consumer Durables

    82%

    Automobiles

    55%

    Ownership incidence of vaproduct categories in Chileto LATAM averages

    Connected Devices

    Computers Tablets

    45%59%

    Product Ownership

    58%* 45%* 85%* 56%*

    *LATAM

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    THE MOBILE INTERN

    Restaurant

    Movie Theatre

    Shopping Mall / Market

    4 out of 5 mobile internet users have been to a shopmall/market in the last month

    Affluent Lifestyle

    53% 58%*

    42% 49%*

    79

    *LATAM

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    The Mobile Internet Consumer report produced by MMA & Vserv.mobbased on a primary survey of over 3000 mobile web & app users. The

    survey was conducted using random sampling for natural representatthe target group across 7 key countries in LATAM - Argentina, Brazil, Colombia, Mexico, Peru and Venezuela. The overall LATAM averages wweighted as per the regional composition of mobile internet users in efocus country.

    About the study

    To know more about The Mobile Internet Consumer report, please wrinsights@vserv.mobi or visit vserv.mobi/insights

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    The Mobile Marketing Association (MMA) is the premier global non-prassociation representing all players in the mobile marketing value cha

    more than 700 member companies, the MMA is an action-oriented orwith global focus, regional actions and local relevance. The MMA's priis to establish mobile as an indispensable part of the marketing mix. Tworks to promote, educate, measure, guide and protect the mobile mindustry worldwide. The MMA's global headquarters are located in theStates and it has regional chapters including North America (NA), Eur

    East and Africa (EMEA), Latin America (LATAM), and Asia Pacific (APAbranches.

    For more information, please visit www.mmaglobal.com

    About The Mobile Marketing Association (MMA

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    About Vserv.mobi

    Visit www.vserv.mobifor more details or follow Vserv.mobi on: @vser

    Vserv.mobi is an Award Winning Mobile Advertising Exchange focusedEmerging Markets, that maximizes value of mobile media for advertis

    developers, publishers and telecom operators.

    Powered by award winning AudiencePro andAppWrapper platforVserv.mobi has delivered mobile advertising experiences for leading Fbrands & digital media companies, across 200 countries.AudienceProtargeting capabilities andAppWrappers"One Click" SDK integration f

    Developers continue to empower the mobile ecosystem.The company has a global presence, with offices across USA, UK, SouIndia, Singapore, Indonesia, Malaysia & Vietnam. Funded by IDG venVserv.mobi was founded in January 2010.