Great insights about the #mobile #internet consumer in France

1. AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
FRANCE 2013
THE MOBILE
INTERNET CONSUMER

2. THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 2
The Mobile Internet Consumer report is designed for media planners & brand
advertisers. It is created with the objective to help brands plan their media
strategy for reaching the right target audience through Mobile Web & Apps. It
will also help app developers, content providers, OEMs & telecom service
providers in understanding the evolving mobile consumer. The Mobile Internet
Consumer report is available for India, China, Southeast Asia, Middle East,
Africa, Latin America, North America and Europe.
The Mobile Internet Consumer - France 2013 report produced by Vserv.mobi
addresses the audience insights of the growing mobile internet user base in
France. This report focuses on profiling the mobile web & app users, their
purchasing power, lifestyle and consumption pattern. The findings and insights
are drawn from a survey conducted in 36 countries across regions.
Preface

3. THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 3
DEMOGRAPHICS

4. 17%
Age
18%
22%
43%
21%
29%
37%
18-24 yrs
25-35 yrs
more than 35 yrs
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 4
13%
Less than 18 yrs
EUROPE
2/3rd of the mobile
internet users in France
belong to more than 25
years age group

5. *EUROPE
43%
Gender
57%
61%
Male
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 5
39%
Female
France has highest
proportion of women
in the mobile internet
user base

6. 10%
11%*
12%
50%
*EUROPE
31%*
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 6
Less than 3rd of mobile internet users in France are
Graduates or Post-Graduates
Uneducated
34%*
24%*
29%
Schooling upto 12 yrs
Diploma / Undergraduate
Graduate / Post Graduate
Education

7. 35%
33%*
*EUROPE
13%*
6%
Currently
not working
Self Employed
Professional
Part-time job
8%
9%*
12%*
7%
12%*
12% Housewife
8%*
10% Business
13%*
Full-time job
22% Student
Occupation
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 7
3 out of 5 mobile
internet users in
France belong to
earning class
60%
Earning class

8. THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 8
CONSUMPTION PATTERN

9. 35%*
78%*
*EUROPE
Video
25%
Game / App
86%
38%*
Music
33%
31%*
Themes
31%
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 9
6 out of 7 mobile
internet users have
downloaded a game
or app in the last
month
Mobile content downloaded in the
last month

10. 29%
37%*
39%
45%
38%*
42%*
59%
*EUROPE
56%*
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 10
3 out of 5 mobile internet users find mobile ads very helpful in
downloading mobile content
Locate something nearby
Learn about a brand
Find a good deal on something
Download mobile content
Users love mobile ads that help them...

11. THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 11
PURCHASING POWER

12. *EUROPE
35%
42%*
80%
65%*
Connected Devices
Tablets
Computers
Product Ownership
Consumer Durables
76%*
87%
Payment Cards
51%*
64%
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 12
Automobiles
52%*
67%
High incidence of payment cards
amongst mobile internet users in
France

13. 37%
41%*
51%
47%*
78%
76%*
*EUROPE
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 13
4 out of 5 mobile internet users in France have been to a
shopping mall/ market in the last month
Shopping Mall / Market
Movie Theatre
Restaurant
Affluent Lifestyle

14. To know more about The Mobile Internet Consumer report, please write to us at
insights@vserv.mobi or visit vserv.mobi/insights
The Mobile Internet Consumer report produced by MMA & Vserv.mobi is
based on a primary survey of over 3000 mobile web & app users. The survey
was conducted using random sampling for natural representation of the
target group across 6 key countries in Europe – France, Germany, Italy,
Russia, Spain and UK. The overall Europe averages were weighted as per the
regional composition of mobile internet users in each focus country.
About the study

15. For more information, please visit www.mmaglobal.com. For information relating
to the MMA’s Mobile Marketing Forum series, please visit
www.mobilemarketingforum.com.
The Mobile Marketing Association (MMA) is the premier global non-profit trade
association established to lead the growth of mobile marketing and its associated
technologies. The MMA is an action-oriented organization designed to clear
obstacles to market development, establish mobile media guidelines and best
practices for sustainable growth, and evangelize the use of the mobile channel.
The more than 700 member companies, representing nearly fifty countries
around the globe, include all members of the mobile media ecosystem. The
Mobile Marketing Association’s global headquarters are located in the United
States and it has regional chapters including North America (NA), Europe (EUR),
Latin American (LATAM) and Asia Pacific (APAC) branches.
About the Mobile Marketing Association (MMA)

16. Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi
The company has a global presence, with offices across USA, UK, South Africa,
India, Singapore, Indonesia, Malaysia & Vietnam. Funded by IDG ventures,
Vserv.mobi was founded in January 2010.
Powered by award winning AudiencePro™ and AppWrapper™ platforms,
Vserv.mobi has delivered mobile advertising experiences for leading Fortune 500
brands & digital media companies, across 200 countries. AudiencePro’s audience
targeting capabilities and AppWrapper’s "One Click" SDK integration for App
Developers continue to empower the mobile ecosystem.
Vserv.mobi is an Award Winning Mobile Advertising Exchange focused on
Emerging Markets, that maximizes value of mobile media for advertisers,
developers, publishers and telecom operators.
About Vserv.mobi