© TNS 2012

Mobile Life 2013 | A introduction to the study

© TNS 2012

Contents

2

1 The Mobile Life proposition 03

2 Market coverage 14

3 Some insights from 2012 17

4 Offer, deliverables & costs 28

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The Mobile Life proposition

1

3

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The mobile phone has permeated every aspect of our reality. It’s always with us, always on. It’s become essential for our lives.

4

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The mobile is a personal device. We make our phone our own and develop our unique mobile circle of trust.

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If a brand is invited into in this mobile circle of trust, huge benefits are available.

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The mobile is also impacting the path to purchase, giving consumers greater power and revolutionizing the in-store experience.

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Many marketers are already beginning to realise the impact that mobile has in delivering better communications with consumers.

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Mobile has helped turn brand advertising into brand experiences

“We have seen how you can use mobile mechanics to empower our above the line media...

“Mobile: the enabler of our comms model”

Jay Altschuler Unilever’s director of global media innovation

Speaking at IAB Mobile Engage in London, May 2012

...and can actually be a true story-telling device and channel”

In one year, Unilever has created 13 mobile iAds across 11 brands in six countries

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Mobile has become an integral part of consumers’ lives and a necessary tool for businesses’ communication, media and advertising strategies. TNS recognizes these developments and strives to provides valuable insights into the category at both a global and local level through Mobile Life Mobile Life is a strategic tool to inform marketing and communication decisions, partnership investments, and aid with product development – it assists in:

- Understanding the role of Mobile in consumers’ lives – what Mobile functionalities and services are demanded to meet the changing needs and behaviors of today

- Examining the evolving device ecosystem – how are consumers using desktops, laptops, smartphone and tablets together; and what is the future of each of these categories

- Providing consumer feedback on cutting-edge Mobile developments such as Mobile Payments, QR codes and location-based features to assist in product development and communication

- Exploring the brand interplay present in the constantly changing Mobile category – allowing for more informed partnership decisions

- Understanding the potential of Mobile in marketing & communications strategies

- Empowering businesses with the information necessary to develop an effective Mobile strategy

Study positioning

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The pace of change within the Mobile category is rapid, and Mobile Life rigorously aims to evolve to continually reflect these changes

- Continued global coverage – extensive coverage across regions!

- Comprehensive coverage of Africa, particularly West Africa and Europe, and robust coverage in North / South America and Asia

- Quantitative modeling of the smartphone, tablet, Smart TV and PC device ecosystem, allowing for a precise understanding of inter-device behaviour and future category growth

- A deeper understanding of the Path to Purchase, with particular emphasis on behaviour at a category level

- An updated model of brand relationships, allowing for better investigations into brand strength and mobile consumer insights

- Revised content to examine new and progressive mobile features and services, especially location based services, social networking and attitudes towards applications

- Continued questioning into Mobile Finance, especially around payment mechanisms

- Drill-down on usage of Mobile as marketing and communications tool

- Detailed investigation into WiFi usage and its effect on mobile data usage

- Inclusion of Mobile Behave (passive meter measurement) data for some key markets

Study developments – What’s new in 2013?

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MOBILE COMMUNICATION | Mobile ownership and usage

Phone(s) owned, classification of business / personal user

DEVICE INTERPLAY | Technology device ownership / usage & role of mobile

Technology devices owned & purchase intention, ecosystem modelling, and purchase drivers

Interplay of mobile, smartphone, tablet, Smart TV, laptop/notebook & PC – activity-based device usage

Investigation into tablets – brand, purchase drivers, activity usage, usage occasions

MOBILE ENVIRONMENT | Handset share, replacement, brand and operating system

Handset brand & form-factor, smartphone / advanced feature phone ownership

Price paid and intended for handset, replacement cycle of phone, change in mobile usage over time

Current network provider / carrier, payment plan & data package used;

Commitment to brands – targeting of ‘open’ consumers, OS used & loyalty – intended OS & key drivers

MOBILE USAGE | How consumers use their mobile devices

Current usage and latent demand for a range of current and progressive features & services

Usage of WiFi services and the impact on mobile data usage, attitudes towards mobile data adoption

Usage of instant messaging brands, drivers for IM adoption, impact on SMS/text messaging

Social networking – activities carried out, types of LBS features used / reason for using

Drivers for application download, general attitudes towards applications

Study content – What’s included in 2013?

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M-COMMERCE | Role of mobile finance

Current usage and interest in mobile finance activities

Drivers & barriers to mobile wallet

Drivers & barriers to mobile banking

MOBILE PATH TO PURCHASE | The role of the mobile in online research & shopping

Current usage of mobile based product research/purchase activities for four key consumer categories

Overall interest in research activities

Overall usage of mobile based research/purchasing for key consumer categories

Interest in innovative mobile retail solutions

Detailed usage of mobile for automotive research

Use of the mobile phone for ‘showrooming’ (viewing the product in-store but then purchasing elsewhere)

PROFILING | Demographic information

General product category purchasing

Household income, level of education, marital status, household composition

Age, gender, location / region within country, employment status & job level, local market social class questions (in certain markets)

Study content – What’s included in 2013?

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- Mobile Behave | A 360 Degree Perspective on Consumers

Mobile Behave uses smartphones to open a window into peoples’ daily life, using passive on-device measurement and on-the-spot interaction to interpret consumer behaviour and mobile consumption 24/7

- Mobile Behave data from the US, China and a number of other global markets will be included in Mobile Life reporting, where complementary

This will allow: - Deeper understanding of consumers’ usage of phone features and applications

- Insight into consumer ‘actual’ behaviour, and how this relates to ‘reported’ behaviour

- Although Mobile Behave will be integrated where relevant in Mobile Life reporting and presentations, access to the full Mobile Behave database will only be available to paying subscribers of the study

Connection with Mobile Behave

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Market coverage

2

14

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North America

Canada USA Latin America Argentina Brazil Mexico Africa Cameroon Egypt Ghana Kenya Nigeria Senegal South Africa Australasia Australia New Zealand

Europe

Czech Republic Finland France Germany Italy Netherlands Norway Poland Portugal Russia Slovakia Spain Sweden UK

Asia and Middle-East

China Hong Kong India Indonesia Japan Malaysia Philippines Saudi Arabia Singapore South Korea Taiwan Thailand Turkey UAE Vietnam

Mobile Life is based on conversations in 43 countries, designed to capture the entire population of mobile users in each market.

© TNS 2012

Representative across 16-60 yr olds; both mobile phone owners and non-owners; boosted sample in key markets.

16

COUNTRY SAMPLE METHODOLOGY Argentina 479 Web CLT

Australia 996 Online

Brazil 1000 Web CLT

Cameroon 642 F2F CAPI

Canada 983 Online

China 3159 F2F PAPI

Czech Republic 992 Online

Egypt 1020 F2F CAPI

Finland 500 Online

France 1001 Online

Germany 997 Online

Ghana 545 F2F CAPI

Hong Kong 502 Online

India 2980 F2F PAPI

Indonesia 1500 F2F PAPI

Italy 1000 Online

Japan 500 Online

Kenya 741 F2F CAPI

Korea 1026 Online

Malaysia 500 Online

Mexico 753 Web CLT

Netherlands 796 Online

COUNTRY SAMPLE METHODOLOGY New Zealand 497 Online

Nigeria 1596 F2F PAPI

Norway 625 Online

Philippines 491 F2F PAPI

Poland 977 F2F CAPI

Portugal 500 F2F CAPI

Russia 1003 Web CLT

Saudi Arabia 513 F2F CAPI

Senegal 507 F2F PAPI

Singapore 501 Online

Slovakia 505 Online

South Africa 1002 F2F PAPI

Spain 498 Online

Sweden 593 Online

Taiwan 502 Online

Thailand 1000 F2F PAPI

Turkey 776 F2F CAPI

UAE 510 F2F CAPI

UK 497 Online

USA 1497 Online

Vietnam 500 F2F PAPI

Increased sample in 2013!

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Some insights from 2012

3

17

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Mobile remains the word’s must have device – it has the highest ownership globally and it is the device most people are likely to buy.

18

0

5

10

15

20

25

0 10 20 30 40 50 60 70 80 90 100

Smartphone

Mobile

Device ownership and likelihood to buy

Current ownership

Lik

ely

to

bu

y

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In emerging markets with lower GDP levels people typically have fewer technology devices and rely more on their mobile device.

19

R² = 0.7626

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

1

2

3

4

5

6

7

8

9

10

Uganda

Tanzania

Kenya

Pakis

tan

Senegal

Cote

D’Ivoir

e

Cam

ero

on

Vie

tnam

Nig

eria

Ghana

India

Philip

pin

es

Egypt

Indonesia

Ukra

ine

Chin

a

Thailand

Colo

mbia

Rom

ania

South

Afr

ica

Mala

ysia

Arg

entina

Mexic

o

Turk

ey

Bra

zil

Russia

Pola

nd

Chile

Hungary

Slo

vakia

Saudi Ara

bia

Taiw

an

Czech R

epublic

South

Kore

a

Port

ugal

Gre

ece

Isra

el

New

Zeala

nd

Spain

Hong K

ong

Italy UK

Fra

nce

Germ

any

Austr

alia

Japan

Sin

gapore

Belg

ium

Irela

nd

Fin

land

Neth

erl

ands

Canada

USA

Sw

eden

Denm

ark

UAE

Sw

itzerl

and

Norw

ay

Number of technology devices owned Mobile ownership (%)

Emerging Developed

Mobile Ownership Vs. Technology Device Ownership - Global

GDP per capita

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Smartphone penetration closely trails laptops in emerging markets highlighting the lack of legacy PC development in these markets; smartphone penetration will exceed that of laptops over the coming year.

20

91 23 5 3 26 38

97 38 14 10 61 62

92 28 7 5 36 46

Mobile Smartphone Netbook Tablet Laptop Desktop

Emerging markets Developed markets Global

Device ownership

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For consumers in developed markets, on-the-go internet and email access are key drivers behind smartphone prioritisation.

Ownership

Intention

Prioritization

37

35 23

22

16

To upgrade current device

To surf the internet

To email / message

To use whenever / wherever I am

To access apps relevant to me

Top 5 reasons

62% Own a desktop

19% Intend to buy a smartphone

21%

38

61 62

14 10

Smartphone Laptop Desktop Netbook Tablet

19 16 8 6

18

21 16

6 4

18

Device adoption – developed markets

Would buy a smartphone if they could only buy one device

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82

66

53

28

23

41

12

22

31

12 6 5

Developed Emerging Tier 1 Emerging Tier 2

%

75

27

17

9

Via WiFi Via 3G/4G Via cable connection to computer Synced to a smartphone

WiFi dominates tablet connectivity, although 3G/4G connections gain importance in emerging markets where WiFi infrastructure is weaker.

%

Tablet connectivity – globally Tablet connectivity

– developed vs. emerging markets

3G/4G connectivity gains importance in markets with weaker WiFi infrastructure

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of mobile users access social network sites via

their phone on a daily basis;

this figure jumps to amongst smartphone owners

with continual connectivity

11

19

26

33

11

Very interested Quite interested Not very interested Not interested at all Don’t know

20

7 13

19

41

Use daily Use weekly Use less often than once a week Don't use Don't have feature / don't know

The mobile provides consumers with real-time and immediate access to their social world throughout the day.

Social networking drill down

In bed in

morning

Early

morning

Morning

commute

Late

morning

During

lunch

Early

afternoon

Late

afternoon

Early

evening

Evening

commute

During

dinner

Late

evening

In bed

before

sleep

21% Of mobile users access social networking sites

on their phone late in the evening

53

48

10

6

Via phone's Internet browser

Through an app

Via a widget or live feed

Don't know

%

20%

41%

Method of SNS access on phone

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Banks are the most preferred provider of mobile wallet services globally, although local strategies will need to be tailored around market dynamics.

47

19

18

5 11

Global

N America

Europe

Dev Asia

India

China

Emrg Asia

MENA

LatAm SSA

43

30

12

5 10

56

16

14

5 10

52

19

14

8 8

42

30

15

6 8

59 18

12

8 4

70

15

8 2 5

53

11

25

7 4

53

11

10

25 2

Preferred provider of mobile wallet services

53

19

14

7 7

Bank Credit card provider Mobile network provider Mobile handset brand Large retail store

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Mobile fosters a flurry of activities while consumers are in-store; the challenge for businesses is to embrace and utilise these activities.

25

Read independent product reviews

40 25 17 9 13 28 48

10

11

15 13

16

7

6

6

Online research while in the store

Receive a special deal by interacting with an advert (e.g. taking a photo,

winning a competition)

Usage of mobile in path to purchase

Scan a barcode to pay for the product

Scan a QR code to pay for the product

Pay for a product by touching phone against a sensor

Buy products from group buying sites (e.g. Groupon)

Scan QR codes to receive more information on the product

Scan the barcode and receive more information on the product

Take notes of product details in

store

Take notes of product details in

store

Check what others are saying about the product via SNs

Online research while at home

Receive updates from nearby shops / places

of interest To compare

prices

In-store activity

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There is a strong appetite globally for mobile features that allow consumers to engage with their mobile as well as the world around them – therefore incorporate them into your campaign.

26

Usage and interest in engaging mobile features

65

63

53

42

42

32

21

19

19

14

13

12

10

20

17

20

30

29

30

39

36

40

43

40

37

34

6

8

14

13

13

18

17

20

18

19

22

22

23

8

12

13

14

16

20

23

25

24

25

25

30

33

Taking photos

Listening to music

Playing games

Browsing the internet

Taking videos

Social networking

Using navigation services

Streaming video

Using location based…

Video calling

Watch Live TV shows

Scanning QR codes

Augmented reality

%

Using Interested Not interested Don't know

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Interest in mobile advertising indicates offers must be both timely and relevant in terms of needs and location.

Attitudes towards mobile advertising

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