3. MobileThe Next Media Powerhouse
When the first call was placed on a handheld mobile phone in 1973, the
prototype device used was capable of less than 30 minutes of battery life
and took 10 hours to re-charge. Fast-forward some 40 years later and
mobile device ownership has reached critical mass around the world.
Today, these devices serve as the primary communications and media
vehicles for many and play an increasingly important role in the daily
lives of consumers in both developed and high-growth economies.
To better understand today’s mobile world, we’ve selected data from the
following countries – Australia, Brazil, China, India, Italy, South Korea,
Russia, Turkey, the United Kingdom, and the United States – for an in-
depth look at mobile consumers and how they use their devices around
the globe.
3The Mobile Consumer: A Global Snapshot
5. 5The Mobile Consumer: A Global Snapshot
Mobile Video
A clear global preference for how to view mobile video content has yet
to emerge. Mobile web and apps are the most likely choices for most
smartphone users, with downloading video clips seeming to be a less
popular method for most.
While generally not considered a replacement for traditional TV viewing,
mobile video is providing consumers with more opportunities to
engage with content at any time, anywhere. The majority of smartphone
consumers said they don’t feel as though mobile video viewing has any
impact on their normal TV habits. The greatest impact of mobile viewing
appears to be in high-growth economies. For example, roughly one-third
of Chinese smartphone users surveyed online said they have increased
their traditional TV viewing habits, while 28 percent of Indian users
believe they watch less traditional TV because of mobile viewing.
Mobile Advertising
With the dramatic growth in mobile usage around the world, content
providers and other publishers are increasingly seeking out new ways to
create value for their content, and brands and advertisers are looking for
more opportunities to get their messages in front of the right audience.
In all countries except India, smartphone owners are most likely to
receive mobile ads about once a day. Indian smartphone owners receive
mobile ads less frequently, with 70 percent seeing them about once a
week or less. In general, smartphone owners in developed markets are
the least likely to engage with mobile ads, while smartphone owners in
high-growth economies are more likely to engage.
About this Report
Nielsen’s 2013 Mobile Consumer Report pulls together findings from
surveys, custom and syndicated research conducted around the world
in 2012. Data collection methodologies and geographic representations
vary by country. Countries where data collection was conducted in
person or on the phone include India and Turkey. For Brazil, data
collection was conducted online, except for mobile and smartphone
penetration figures which were collected by phone.
The following pages contain a snapshot of the differences and
similarities among mobile consumers around the world and offer a
glimpse of the early demographic and behavior trends associated
with new mobile devices in emerging markets. Representing just
some of Nielsen’s mobile capabilities, these insights provide a better
understanding of both the challenges and opportunities that exist as the
mobile landscape continues to evolve.
7. 7The Mobile Consumer: A Global Snapshot
How many of us use a mobile phone?
Among Consumers Ages 16+
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
Note: Total mobile penetration not available for Turkey.
AUSTRALIA
BRAZIL
CHINA
INDIA
ITALY
RUSSIA
SOUTH KOREA
TURKEY
UNITED KINGDOM
UNITED STATES
AUSTRALIA
BRAZIL
CHINA
INDIA
ITALY
RUSSIA
SOUTH KOREA
TURKEY
UNITED KINGDOM
UNITED STATES
86% - AUSTRALIA84% - BRAZIL
89% - CHINA
81% - INDIA
97% - ITALY
98% - RUSSIA99% - SOUTH
KO
R
EA
97% - UNITED
K
INGDOM
94% - UNITE
D
STATES
9. 9The Mobile Consumer: A Global Snapshot
What types of devices do we use?
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
Reported percentages for U.S. are based on Q2 2012 data.
AUSTRALIA
BRAZIL
CHINA
INDIA
ITALY
RUSSIA
SOUTH KOREA
TURKEY
UNITED KINGDOM
UNITED STATES
SMARTPHONE
MULTIMEDIA PH65%
36%
66%
10%
62%
37%
67%
19%
61%
53%
4%
11%11%
10%
20%
9%
9%
MULTIMEDIA PHONE
FEATURE PHON
4%
21%
9%
9%
11%11%
10%
20%
9%
9%
31%
27%
51%
23%
61%
30%
38%
LTIMEDIA PHONE
FEATURE PHONE
4%
21%
9%
9%
11%11%
9%
31%
44%
25%
80%27%
51%
23%
61%
30%
38%
13. 13The Mobile Consumer: A Global Snapshot
HOW MANY MOBILE DEVICES DO WE OWN?
51%
RUSSIA
7%
TURKEY
16%
SOUTH KOREA
16%
UNITED KINGDOM
35%
ITALY
17%
UNITED STATES
36%
CHINA
20%
AUSTRALIA
48%
BRAZIL
11%
INDIA
OWN ONE MOBILE PHONEOWN MULTIPLE MOBILE PHONES
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
15. 15The Mobile Consumer: A Global Snapshot
SOUTH KOREA
89%
AVG MONTHLY BILL
SMART PHONE
USERS
ALL MOBILE
PHONE USERS
HAVE A DATA PLAN? 1
55000
50000
UNITED KINGDOM
85%
AVG MONTHLY BILL
SMART PHONE
USERS
ALL MOBILE
PHONE USERS
HAVE A DATA PLAN? 1
£ 25
£ 20
ITALY
57%
AVG MONTHLY BILL
SMART PHONE
USERS
ALL MOBILE
PHONE USERS
HAVE A DATA PLAN? 1
€ 22
€ 20
UNITED STATES
96%
AVG MONTHLY BILL
SMART PHONE
USERS
ALL MOBILE
PHONE USERS
HAVE A DATA PLAN? 1
$ 93
$ 66
CHINA
77%
AVG MONTHLY BILL
SMART PHONE
USERS
ALL MOBILE
PHONE USERS
HAVE A DATA PLAN? 1
¥ 100
¥ 100
PHONE USERS PHONE USERS
INDIA
57%
AVG MONTHLY BILL
SMART PHONE
USERS
ALL MOBILE
PHONE USERS
HAVE A DATA PLAN? 1
499
300
RUSSIA
43%
AVG MONTHLY BILL
SMART PHONE
USERS
ALL MOBILE
PHONE USERS
HAVE A DATA PLAN? 1
РУБ 500
РУБ 400
TURKEY
49%
AVG MONTHLY BILL
SMART PHONE
USERS
ALL MOBILE
PHONE USERS
HAVE A DATA PLAN? 1
30
N/A
How much does mobile service cost?
1 Data plan percentages for all countries are based on smartphone users only.
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
Do We Pre-Pay or Sign a Contract?
The majority of mobile subscribers in India seemingly prefer pre-paid service to a fixed contract.
In all countries, except Russia and South Korea, mobile subscribers tend to use a pre-paid
service on non-smartphone devices.
17. 17The Mobile Consumer: A Global Snapshot
TOP SELECTION CRITERIA FOR BUYING MOBILE DEVICES
Stylish design
Good operating system
Good value for money
Easy to use
Wide choice of applications
AUSTRALIA
BRAZIL
CHINA
INDIA
ITALY
RUSSIA
SOUTH KOREA
TURKEY
UNITED KINGDOM
UNITED STATES
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
14%
22%
17%
17%
23%
14%
15%
19%
16%
7%
20%
16%
25%
13%
22%
28%
20%
21%
28%
30%
25%
16%
13%
31%
12%
14%
22%
25%
19%
10%
15%
15%
21%
8%
15%
17%
15%
7%
16%
2%
11%
24%
21%
9%
15%
23%
13%
16%
15%
8%
19. 19The Mobile Consumer: A Global Snapshot
What do we
do with OUR
smartphones?
Even with operating systems that offer consumers high-speed
connections, built-in multimedia features and access to a multitude of
apps, text messaging is still one of the most popular mobile activities
among smartphone owners in all countries. South Korean smartphone
owners are generally the most active when using their smartphone for
multimedia or commerce activities such as web browsing and online
banking, and Brazilians are the heaviest users of social media on their
smartphones.
Among all U.S. mobile
post-paid/contract users
Source: Nielsen Customer Value Metrics, 2012
164.5
Average number of calls sent/received per month
644.1
Average voice minutes used per month
764.2
Average number of text messages
sent/received per month
21. 21The Mobile Consumer: A Global Snapshot
How do smartphones impact shopping?
Across the board, top smartphone shopping activities include browsing products, price comparison
and reading product reviews.
Smartphone owners in the U.S. are the most likely to use their device for in-store price comparison,
online coupons and purchasing products.
1 Activities performed among smartphone users within the past 30 Days
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
BARCODE OR QR SCANNING
MOBILE BANKING LOCATION-BASED
SERVICES/GPS
NFC/MOBILE WALLET
40%
28%
42%
7%
22%
33%
51%
4%
28%
38% 39%
56%
52%
8%
42%46%
59%
10%
34%
48%
14%
22%
30%
N/A
14%12%
38%
2%
18%
24%
4%
11%
20%
N/A
3%
11%
15%
1%
4%
3%
25. 25The Mobile Consumer: A Global Snapshot
APPLICATIONS
22MINUTES
39 SECONDS
per visitor
74% 22MINUTES
39 SECONDS
per visitor
39%22MINUTES
39 SECONDS
per visitor
55% 22MINUTES
39 SECONDS
per visitor
2%CHINA
60% 57%33% 2%INDIA
60% 37%46% 7%AUSTRALIA
68% 30%50% 3%ITALY
22MINUTES
39 SECONDS
per visitor
46% 22MINUTES
39 SECONDS
per visitor
19%22MINUTES
39 SECONDS
per visitor
52% 22MINUTES
39 SECONDS
per visitor
5%SOUTH KOREA
72% 42%72% 1%UNITED STATES
64% 38%49% 3%BRAZIL
55% 23%59% 5%UNITED KINGDOM
OTHER
22MINUTES
39 SECONDS
per visitor
60% 22MINUTES
39 SECONDS
per visitor
35%22MINUTES
39 SECONDS
per visitor
35% 22MINUTES
39 SECONDS
per visitor
9%RUSSIA
How do we watch mobile video?
MOBILE WEB DOWNLOAD CLIPS OTHER
Source: Nielsen Smartphone Insights, first half of 2012; Nielsen Mobile Video Report
27. 27The Mobile Consumer: A Global Snapshot
>3 TIMES/DAY 2-3 TIMES/DAY ONCE/DAY SEVERAL TIMES/WEEK ONCE/WEEK < ONCE/WEEK
UNITED
KINGDOM
5%
9%
16%
16%
33%
21%
CHINA
7%
17%
20%
17%
34%
6%
RUSSIA
6%
6%
11%
22%
42%
13%
AUSTRALIA
7%
8%
18%
20%
33%
14%
INDIA
2% 1%
11%
33%
34%
18%
ITALY
8%
7%
12%
28%
34%
11%
BRAZIL
15%
12%
18%
16%
18%
22%
UNITED
STATES
2% 2% 7%
31%
42%
16%
SOUTH
KOREA
18%
4%
7%
15%
14%
42%
FREQUENCY OF ACCESING MOBILE VIDEO
Source: Nielsen Smartphone Insights, first half of 2012; and Nielsen Mobile Video Report
among all mobile users who have watched video on their phone in the past 30 days
29. 29The Mobile Consumer: A Global Snapshot
TRADITIONAL TV VIEWING INCREASED TRADITIONAL TV VIEWING STAYED THE SAME TRADITIONAL TV VIEWING DECREASED
AUSTRALIA
13% 15%
72%
ITALY
16%
68%
16%
UNITED
STATES
9% 8%
83%
UNITED
KINGDOM
19%
5%
76%
CHINA
7%
32%
46%
23%
RUSSIA
7%
11%
82%
INDIA
25%
28%
47%
BRAZIL
26%
52%
22%
SOUTH
KOREA
21%
15%
65%
Impact of Mobile Video on Television Viewing
Source: Nielsen Smartphone Insights, first half of 2012; and Nielsen Mobile Video Report, US data source is the Connected Device Report, 2012.
33. 33The Mobile Consumer: A Global Snapshot
How often do we receive mobile ads on our phones?
AT LEAST ONCE A DAY WEEKLY MONTHLY LESS THAN ONCE PER MONTH
AUSTRALIA
BRAZIL
CHINA
INDIA
ITALY
SOUTH KOREA
RUSSIA
TURKEY
UNITED KINGDOM
UNITED STATES
57% 25% 8% 9%
62% 26% 5% 7%
65% 26% 5% 4%
30% 39% 15% 16%
53% 25% 8% 13%
78% 16% 4% 1%
55% 27% 10% 8%
74% 16% 6% 4%
58% 29% 8% 4%
57% 24% 10% 8%
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
AMONG smartphone owners who have received ads
35. 35The Mobile Consumer: A Global Snapshot
FEELINGS ABOUT MOBILE ADVERTISING
17%
38%
43%
54%
25%
29%
18%
35%
18%
20%
13%
31%
31%
N/A
23%
24%
23%
28%
14%
52%
38%
50%
47%
54%
50%
39%
35%
34%
39%
50%
24%
44%
39%
N/A
26%
35%
39%
37%
53%
26%
33%
54%
45%
54%
34%
31%
18%
36%
30%
36%
15%
41%
38%
52%
27%
24%
24%
33%
15%
21%
I am more likely to click on
ads that are simple text ads
I am more likely to click
on ads that incorporate
multimedia elements
I am OK with providing personal
information in order to receive
custom advertisement which
match my interests
I am OK with advertising if it means
that I can access content for free
I am OK with ads which contain
geographically relevant information
based on where I am at a given time
I am more likely to click on an ad
that does not take me outside of the
application to another website
AUSTRALIA
BRAZIL
CHINA
INDIA
ITALY
RUSSIA
SOUTH KOREA
TURKEY
UNITED KINGDOM
UNITED STATES
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
37. 37The Mobile Consumer: A Global Snapshot
Italy
Online interviews conducted nationally. Respondents were between the
ages of 16 and 64. The incidence module interviewed a total of 1,062
random contacts. Detailed interviews were completed with 1,632 mobile
users, 1,026 of which were smartphone users and 606 of which were
non-smartphone users. Interviews were conducted during March 2012.
South Korea
Online interviews conducted nationally. Respondents were between the
ages of 16 and 64. The incidence module interviewed a total of 1,041
random contacts. Detailed interviews were completed with 1,765 mobile
users, 1,145 of which were smartphone users and 620 of which were non-
smartphone users. Interviews were conducted during February 2012.
Russia
Online interviews conducted in 12 major metros. Respondents were
between the ages of 16 and 64. The incidence module interviewed a
total of 1,039 mobile users to determine the type of primary handset
used. Detailed interviews were completed with 1,645 mobile users, 912
of which were smartphone users and 733 of which were non-smartphone
users. Interviews were conducted during March-April 2012. Due to the
online-only methodology in Russia, which excludes a large portion of
Russia’s rural population, smartphone penetration may skew high.
Turkey
Face-to-face interviews conducted in large and medium metros.
Respondents were between the ages of 16 and 64. The incidence
module interviewed a total of 4,042 random contacts. Detailed
interviews were completed with smartphone users only. The sample
achieved was 776 Smartphone users. Interviews were conducted during
April-May 2012.
U.K.
Online interviews conducted nationally. Respondents were between the
ages of 16 and 64. The incidence module interviewed a total of 1,025
random contacts. Detailed interviews were completed with 1,607 mobile
users, 995 of which were smartphone users and 612 of which were non-
smartphone users. Interviews were conducted during March 2012.