This document summarizes a presentation on mobile trends given by Wally Tas on September 18, 2012. It discusses insights into mobile behavior from research conducted in 58 countries. Key findings include that tablets will see even stronger uptake than smartphones, and that mobile and tablets are driving more time spent online globally. Specific data on the Netherlands shows that the Dutch have caught up in smartphone and tablet adoption and are becoming leaders in Europe. The presentation also overviewed a mobile behavior tracking study called Mobile 360 conducted in the Netherlands.

1. Mobile First
A presentation on
all things mobile
18 September 2012
by
Wally Tas
©TNS 2012

2. TNS NIPO Digital Offer
Research via smartphones
Digital Life Location based research
Discover how people live online Mystery shopping Light
Mobile Life Diaries
Foodzy
Insights in the mobile landscape
Travelwatch
TNS NIPO Clicks
Online behaviour tracked
Mobile 360
Mobile behaviour tracked
Social Media Monitoring Research on social media platforms
eWOM Facebook
Twitter
Communities
©TNS 2012

3. Mobile
First
What times in a day is your
mobile more than 1 meter away
from you?
©TNS 2012

4. Mobile
Circle of Trust
©TNS 2012

5. International Framing
Mobile Life 2012
©TNS 2012

6. Mobile Life is based on 48,000 conversations in 58 countries, designed to
capture the entire population of mobile users in each market
Europe
North America Asia and Middle-East Covered in 2011 & 2012 (39)
Belgium
Canada China
Czech Republic New for 2012 (19)
USA Hong Kong
Denmark
India
Finland
Latin America Indonesia
France
Argentina Israel
Germany
Brazil Japan
Greece
Chile Malaysia
Hungary
Colombia Pakistan
Ireland
Mexico Philippines
Italy
Saudi Arabia
Netherlands
Africa Singapore
Norway
Cameroon South Korea
Poland
Cote D’Ivoire Taiwan
Portugal
Egypt Thailand
Romania
Ghana Turkey
Russia
Kenya UAE
Slovakia
Nigeria Vietnam
Spain
Senegal
Sweden
South Africa Australasia
Switzerland
Tanzania Australia
Ukraine
Uganda New Zealand
UK
©TNS 2012

7. Tablet uptake will be even stronger than smartphones in the next year.
Device ownership and intention to buy in next 6 months
Want 8 4 9 10 2 15
Own 98 58 70 44 11 16
Mobile Desktop Laptop Smartphone Netbook Tablet
Ownership Intention to buy (next 6 months)
B1. Device ownership | B2. Device intention to buy (in next 6 months)
Bases: All respondents : Netherlands 501
©TNS 2012

8. Mobiles and tablets are driving usage of digital services ever higher across
the world
Hours spent online in average week
(global %)
Source: S7; Hours spent online weekly Base: PC users, mobile users, tablet users: 70397, 25386, 3511
B1. Device ownership | B2. Device intention to buy (in next 6 months)
Bases: All respondents : Netherlands 501
©TNS 2012

9. The Netherlands
Mobile Life 2012
©TNS 2012

10. The Dutch have caught up in smartphone and tablet uptake and are even
becoming leading in Europe.
Device ownership
98 58 70 44 11 16
98 58 56 30 13 7
92 46 36 28 7 5
Mobile Desktop Laptop Smartphone Netbook Tablet
Netherlands Europe Global
B1. Device ownership
Base: All respondents – Netherlands 501 | Europe 14443 | Global 47577
©TNS 2012

11. Some multimedia features which already have significant usage in the
Netherlands are likely to witness modest growth; new data intensive
features such as e-reading and live TV are also set to develop
Entertainment features
Taking photos 64 14
Playing games 45 15
Browsing the internet 43 23
Taking videos 43 21
Listening to music 40 24
Ringtones 39 17
Edit/manage photos and videos 36 19
Streaming video (e.g. YouTube) 26 19
Reading eBooks/magazines/newspapers 16 24
Watch Live TV shows 11 23
Currently using
Would like to use
D1. Feature usage | D2. Interest in features
Base: Mobile users – Netherlands 489
©TNS 2012

12. TNS NIPO’s Digital Lifestyles
Visual Influencers Friend-Focused Networkers
Up- and downloading media, using Social networking & looking to
mobile apps, payment, video and GPS improve relationships
features
Brand-Focused Networkers
Super-Active Influencers Interacting with brands online
Microbloggers, talking about websites,
updating status &
commenting, double average time spent
online, 194 friends
Mobile Communicators Functional Aspirers
Online at work, talking and IM/chat on Less comfortable with latest technology,
mobile not sold on a digital life
Fixed Communicators Active Aspirers
Lower mobile usage, dominated by social Mobile, younger, wanting more access
networks, relationships with online for social, relationships opportunities
friends & brands
Extroverted Knowledge-Seekers Confident Functionals
Planning & organising, socialising offline Shopping + other activities
Introverted Knowledge-Seekers Cautious Functionals
High frequency & time seeking Email only, worried about privacy
knowledge, Future Makers
©TNS 2012

13. The relationship between how much each segment uses
the internet, and how they feel about it
Internet is commoditised Internet is pivotal
Makes my life more efficient High Is the centre of my life
Involvement
Low High
Low
Internet is functional Internet is aspirational
It helps me to be productive Consumption Helps me achieve my goals
Question: Behaviour & Engagement indices Base: All users, Digital Lifestyles Segments; 73512, 15477, 15758, 10112, 10505, 10907, 10753
©TNS 2012

14. MOBILE 360
a 360° view on
mobile behaviour
©TNS 2012

15. Backgrounds
Pilot : 14th of January - 14th of February 2012
Main study: 20th of April – 20th of May
Mobile 360 draws on the actual
behaviour of more than 1,000
smartphone and tablet users in The
Netherlands, to provide detailed
market information and to activate
business and marketing strategy via
mobile
217
Mobile 360, a 360° view on mobile consumer behavior
©TNS 2012

16. Mobile is app...
95%
©TNS 2012

17. 80% of time spent online via
mobile is generated by no +/- 3.000 apps
more than 50 apps and
websites (95% time spent)
100%
90%
80%
+/- 12.000 websites
70%
(5% time spent)
60%
50%
40%
30%
20%
10%
0%
1 10 100 1.000 10.000
Total spend time (hours) (App) Total spend time (hours) (websites)
©TNS 2012

18. iPhone users are the most heavy data users, with a big difference
between 3G and WiFi. BB users use more 3G than WiFi.
Total data used – 3G versus WiFi
(% of total # Mb used per day)
Market data usage – 3G vs. WiFi, split by OS 68,1
(total # Mb used per day/OS)
21
26,1
17,5
9,6 11,4
79 6,7 6,1 2,0
Mb
WiFi 3G
Android High Android Low BlackBerry* iPhone
WiFi counts for a total of
3G usage (%
79% of total data
usage):
27% 28% 75% 14%
of all market data usage
3G WiFi
Base: All 3G users Android (H|L), BlackBerry, iPhone (424|319, 99, 238)
All WiFi users Android (H|L), BlackBerry, iPhone (409|286, 56, 232)
*E-mail for BlackBerry excluded
©TNS 2012

19. #thankyou
Wally Tas
Account Director TSN NIPO
wally.tas@tns-nipo.com
@wallytas
#TNS_NIPO
+31 6 103 601 47
©TNS 2012