The document discusses mobile consumer behavior based on a survey of 38,000 people across 43 markets. Some key findings include: - 66% of Australians own a smartphone, driven by high GDP. Smartphones now account for 22-34% of total technology time. - Android dominates the smartphone OS market in a two-horse race with iPhone. Mobile web, social media, video, and gaming usage have all significantly increased from 2010-2013. - While PCs still dominate total technology time, mobile provides greater opportunities for brands due to its convenience. Common "myths" about mobile consumers are debunked, such as the influence of men and the instant behavior change upon getting a smartphone.

2. UNDERSTANDING THE MOBILE CONSUMER
Jonathan Sinton, TNS
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1

3. We spoke to 38,000 people
… across 43 markets
including 996 people
aged 16-60 in Australia.
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4. The focus of my presentation today
&
State of the (mobile) nation
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5. State of the
(mobile) nation
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6. Australia amongst top smartphone markets in the world
66% own one
66
54
40
27 30
15 22
8
4
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
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7. Reason? We can afford to.
Mobile Ownership Vs. GDP (PPP) - Global
R² = 0.661
GDP (PPP) per capita
Smartphone penetration
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8. Mobiles now consume
22% of our tech time.
(Facetime across PC/Laptop/ tablet/ mobile)
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9. 34%
for smartphone owners.
(Facetime across PC/Laptop/ tablet/ mobile)
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10. Total market growth is being driven on both dimensions: users and
share of time
2 0 1 3
Smartphone 2 0 1 2
penetration
Mobile share of time
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11. Android is now leading in a clear two horse race
ANDROID
iPHONE
RIM
WINDOWS
SYMBIAN
Share of smartphone OS platforms
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12. Use mobile web
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13. Use mobile web 32%
2010
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14. Use mobile web 46%
2011
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15. Use mobile web 58%
2012
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16. Use mobile web 68%
2013
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17. Mobiles have become our
primary means of
investigation: anywhere, any
time we have
the answer.
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18. Social is the crack of
mobile addiction
48% using via mobile.
2012
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19. Social is the crack of
mobile addiction
53% using via mobile.
2013
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20. 11% are watching or streaming
video via mobile
2011
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21. 45% are watching or streaming
video via mobile
2013
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22. 51%
2010
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23. 53%
2011
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24. 56%
2012
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25. 58%
2013
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26. Women are the Queens
of mobile gaming.
61% vs. 54%
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27. ©DNA://13

28. 20% 2012 21% 2013
25% 46%
Have QR code Have no QR code
reader but reader on their
don’t use phone
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29. Showrooming is now the norm
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30. Mobile now playing a role throughout the
purchase process
31%
researching
products at
home (via
mobile). 21% making mobile payments.
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31. 4 Myths of Mobile
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32. Mobile is the Once you get a Men drive All brands
dominant smartphone, you smartphone usage must have
technology instantly change an app
behaviour
MYTH #1 MYTH #2 MYTH #3 MYTH #4
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33. MYTH #1
Mobile is the
dominant technology
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34. PCs still dominate
Total Facetime 49 18 27
PC/Laptop Tablet Smartphone
Online time 75 9 10
Share of device time, among people owning all three devices
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35. PCs still dominate
Facetime
%
IM/Chat
Social
Games
Email
News
Search
Internet
Banking
Researching products
Video/VoIP calls
Education
Streaming video
Purchasing online
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36. But an under represented share of ad dollars are going to mobile
Share of
ad $
Share of time
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37. Mobile provides an opportunity
for greater cut-through
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38. 16% use mobile
more than PC.
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39. MYTH #1
Mobile is the
dominant technology
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40. MYTH #2
Once you get a smartphone,
you instantly change
behaviour
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41. 2nd + smartphone owners New smartphone owners Feature phone owners
Penetration:
100%
Early Majority X WE ARE HERE
Early Adopters Late Majority
50%
Innovators Laggards
0%
INNOVATION ADOPTION LIFECYCLE
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42. Smartphones do change consumer behaviour
Mobile web 80%
Using apps
Feature
Show-rooming phone
Social networking owners
50%
2nd time 1st time
smartphone smartphone 20%
owners owners
Share of time 34% 31% --
(smartphone)
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43. MYTH #2
Once you get a smartphone,
you instantly change
behaviour
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44. MYTH #3
Men drive smartphone
usage
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45. Women are more focused on smartphones
Share of facetime
% %
17 Smartphone 25
6
9
Tablet
72 62
PC/Laptop
Male Female
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46. Women dominate across all mobile behaviours
Weekly usage of activities
%
QR codes 6 7
Bluetooth 25 18
Location services 23 24
Streaming video 21 25
Games 37 41
Listening to music 36 42
IM 41 49
Calendar 43 49
Apps 44 51
Email 46 52
Social networking 35 54
Browsing the Internet 50 61
Taking photo/video 42 61
Mobile Life 2013; D1
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47. MYTH #3
Men drive smartphone
usage
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48. MYTH #4
All brands must
have an app
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49. App’s dominate mobile facetime
web
4%
Total time spent on
applications versus websites
Excluded Voice, SMS and System applications
apps
96%
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50. Most app usage is driven by entertainment and connection
Share of daily app time – split by category
(# minutes per user/day/category)
1 2 55% share
3
1
1
0
Total/Day
19 26% share
42
10 5% share
1 4
14% share
mins.
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51. Branded app penetration is tiny
<1% = branded apps
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52. It’s very difficult to get an app onto people’s phones…
64% don’t like cluttering
phone with apps
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53. And cutting through is becoming harder and harder…
700,000
775,000
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54. Influencing opinion is often website (not app) driven
Distribution in daily application time - applications versus websites
(% of total usage per category)
8 3 6 9 2
Applications 19 18
39
63
Mobile
websites 92 97 100 94 91 98
81 82
61
37
*
Admin Email Gaming Interest Knowledge Multimedia News Organise Shopping Social
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55. MYTH #4
All brands must
have an app
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56. Thoughts to leave you with…
Interactive Quality Bite sized
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