The World at your Fingertips | MWC 2013 | WIN/GIA

The World at Your Fingertips
Mobile Aspirations in 54 Countries
February 2013

Table of Contents

Who is WIN/GIA 3

Background & Methodology 4

Key Findings 6

Global – 54 Countries 11

Africa 19

Middle East / North Africa 27

Asia 35

Oceania 43

North America 51

South America 59

Western Europe 67

Eastern Europe 75

Appendix 83

2

Who is WIN/GIA
The Worldwide Independent Network (WIN/GIA) is the largest global association of
independent market research and polling firms.

Founded and actively managed by Jean-Marc Leger, CEO of Leger and WIN/GIA,
the network consists of 72 independent market research and polling firms, most
which are the largest in their respective countries. Together, WIN members:
• Cover more than 90% of the World Population
• Generate more than $600 million in revenue
• Represent the 8th largest research organization in the world

What we do
The accumulated expertise of the WIN/GIA is formidable and
our mission is to offer clients the Best of Both Worlds: the
highest quality at the most competitive price.

WIN/GIA and its Members consistently demonstrate their expert
ability to conduct multi-country surveys on a comparable basis and
deliver the highest quality. Our Members are leading national
institutes with a profound local knowledge of research methods and
techniques, statistical sources, customs, and cultural differences of
their own country. Members work together on a daily basis to share
knowledge, new research techniques and tools, as well as to provide
the most appropriate solutions to international research projects and
3 service our clients to the best of our abilities.

Background & Methodology
Background
WIN/GIA presents, The World at Your Fingertips, a ground-breaking report
on mobile attitudes around the world.

As mobile technology moves into the grasp of ever-growing numbers of
global citizens, how is this trend impacting the way we live?

From the mundane to the aspirational, what are the expectations, hopes
and realized uses of mobile technology, worldwide?

To address these questions, a research study was jointly undertaken by the
GSMA and WIN-GIA from October 2012 through January 2013.

Methodology
Methodology and Geographical distribution:
In total, the study was carried out in 54 countries. In each country, the most
appropriate interviewing methodology was used given local conditions.

The Sample:
The total size of the sample is 54,121 cases representative of over 2.5 billion
people. Sample in each country is probabilistic and was designed and
weighted to represent the general adult population, although in some
countries it may be restricted to urban areas.
4

Segmentation Methods
We segmented the survey data from mobile device users (about 94% of the sample) based on
attitudes captured in the survey, mainly from a question battery designed to map to a
“Mobile Maslow’s Hierarchy of Needs”.

Ex. How strongly do you feel that your mobile device enables you to:

Complete
Accomplish Better
daily daily tasks Socialize
chores

Learn valuable
Acquire knowledge
things

Enjoy an Enhanced Achieve Your
Quality of Life Potential

We did not segment on devices or any demographic information, but the segments tend to bin out
in terms of device usage. For example, Optimists are more likely to use smartphones, tablets, and
eReaders and use them more each day. Optimists tend to be younger, but also have somewhat
higher income levels (which makes sense given all those devices they are using).

The results for four segments -- Optimists, Enthused, Strivers, and Pessimists -- are presented in
the report.
5

Key Findings
• This study provides information on a massive, global scale, with survey
responses from consumers in 54 countries -- each country contributing
1,000 voices, on average. The breadth of geographic coverage is unique,
as is the ability to “go local” with country-level reads on the attitudes of
mobile consumers.
• This survey covers a global population of over 2.5 billion adults. Most of
those surveyed use at least one of the devices we tracked (a feature
phone, smartphone, tablet, or eReader). The number of mobile users
featured in the research is over 2.3 billion adult users of mobile
technology.
• Segments formed from the survey responses uncover four global
mobility segments among mobile users, with varying degrees of positive
feeling about mobile technology and the benefits of mobility in their
lives, including their stance on mobile advertising. The segments are
named: Optimists, Enthused, Strivers, and Pessimists.

6

Key Findings, continued
• As their name implies, Optimists (31% of mobile users globally and 776
million adults) are getting the most out of their mobile devices which
help them achieve their potential both at work and in life. Optimists are
the consumers who are most open to mobility, m-commerce, and mobile
advertising. They feel a stronger connection between the capabilities of
their device and how good their life is.
• In contrast the Pessimists (9% of mobile users globally, 225 million
adults) are getting the least from their devices. Aside from using their
devices to socialize and complete daily tasks (to a lesser degree than
other segments), they do not link their mobile device to their success in
life. This segment is the least open to mobile advertising. The good
news: the mobile Optimists far outnumber Pessimists.
• Two other segments complete the group: Enthused are positive about
mobility in their lives, but not to the “all-in” degree of Optimists. Strivers
resemble the Enthused, but are less likely to use their mobile device to
learn and acquire knowledge. In the sense that advertising is a form of
information that leads to knowledge, Strivers, in general, are more closed
off to ads, even ads that map to their interests.

7

• There are regional differences in how the segments fall out. Asia has the most
mobile Optimists (41%), followed by South America (36%) and Africa (35%), while
Western Europe has the greatest number of mobile Pessimists (30%).
• Lebanon, China, Saudi Arabia, the Philippines, Kenya, Brazil, and Mozambique top
the charts with Optimists, ranging from a high of 73% in Lebanon to 46% in
Mozambique. Many Western European countries lead the ranks of the Pessimists:
the 8 most pessimistic countries include Armenia, the UK, France, Germany, Spain,
Japan, Switzerland, and Belgium. (Country level results available on request.)
• Western European, North American, and Oceanic consumers using feature phones
are using them less per day than their counterparts in other regions. The same
depressed usage pattern holds for smartphone use as well in those regions.
• Consumers in Western Europe and Oceania are least likely to feel that their mobile
device enhances their quality of life or that more capabilities on their mobile device
directly affects how good their life is.
• Western European consumers are least likely to feel their mobile device helps them
be more informed or smarter shoppers. While about one fifth of the Western
Europeans think ads on the mobile are useful if they save them money, more than
half find them “not valuable”.
8

• Regardless of the mobile device or the region of the world, Optimists use
their devices more every day compared to the other three segments,
and especially compared to Pessimists. In most cases, device usage for
Optimists is nearly double that of Pessimists.
• Optimists are much more likely to say their primary mobile device is a
tool that enables them to be more informed and smarter shoppers.
Often, the device is not just “important” but a “critical” tool in helping
them navigate the world of commerce.
• More than half of all Optimists are open-minded about ads on their
mobile device and consider them most valuable when they are
personally relevant to their interests. Targeting ads to Optimists is not
just possible, but also, from their perspective, desirable and useful.

9

Global and Regional
Results

10

Global Results covering 54 countries and 54,121
surveys representing Europe, Africa, Asia, Oceania
and the Americas

Global
N=54,121 / N=51,036 Mobile Users
2,502 Million Adults

11

Four Global Mobile Segments Represented
(150 Million Adults)
No
(225 Million Adults) Device
6%
Pessimists
9%
Optimists (776 Million Adults)
31% Lifelong learners
Social -Task-Oriented Strivers achieving their
16% potential

Enthused
38%

Global
12 Social learners

Mobile Segments Overview – Daily Device Usage
Optimists Enthused Strivers Pessimists
31% 38% 16% 9%

53% 59% 73% 83%
Feature Phone
49 min. 48 min. 35 min. 24 min.

64% 54% 37% 19%
Smartphone
86 min. 70 min. 54 min. 46 min.

36% 26% 17% 10%
Tablet
83 min. 65 min. 54 min. 44 min.

19% 10% 9% 8%
eReader
57 min. 51 min. 53 min. 39 min.

Used for Work 89% 77% 59% 37%
Global
13

My Mobile Device Enables Me To …
31% 38% 16% 9%

Complete Daily
Chores
89% 46% 48% 8%

Better Socialize 92% 61% 61% 28%

Learn Valuable
Things
91% 45% 18% 3%

Acquire Knowledge 93% 53% 27% 5%

Achieve My
Potential at Work
88% 40% 28% 3%

Achieve My
Potential in Life
88% 29% 14% 2%
Global
14

My Mobile Device …
31% 38% 16% 9%

Is Important to
Accomplishing 99% 91% 65% 28%
Daily Tasks
(% Important)

Enhances My
Quality of Life 91% 52% 22% 7%
(% Significantly enhances)

More Capabilities on
the Device Affects
How Good My Life 87% 54% 11% 6%
Is
(% Agree)

Global
15

My Mobile Device Enables Me to Be a …
31% 38% 16% 9%

1% 2%
5% 8% 5% 0%
4% 0%
4% 13%
17%
22%

More
Informed
Shopper
72% 80% 83%
86%

1% 2%
6% 4% 0%
4% 10% 0%
4% 11%
21% 13%

Smarter
Shopper
72% 81% 85% 85%

Critical Important Unimportant Don’t Know
Global
16

Ads Are Most Valuable When They Are …
31% 38% 16% 9%

Relevant to my
53% 31% 17% 7%
interests

Relevant to my
20% 16% 4% 2%
current location

Save me money 18% 27% 18% 14%

Not valuable to me 8% 22% 55% 69%

Not sure 2% 4% 6% 7%

Global
17

Global Demographics Summary
31% 38% 16% 9%

Female 48% 49% 51% 55%

Age 37.5 39.3 44.2 48.4
(Mean years)

Income - Low 10% 11% 17% 23%
(Bottom quintile/20%)

Education - Higher
Level 55% 59% 48% 40%
(Undergraduate and above)

Urban 74% 79% 76% 79%

Employment 75% 67% 59% 51%
(Working full or part-time)

Global
18

Four Global Mobile Segments Summary
North South Western Eastern
Global Africa MENA Asia Oceania America America Europe Europe
N=54,121 N=3,639 N=8,574 N=9,383 N=1,698 N=2,007 N=4,323 N=12,918 N=11,579

Optimists 31% 35% 29% 41% 13% 15% 36% 11% 23%

Enthused 38% 36% 23% 46% 28% 38% 33% 25% 32%

Strivers 16% 12% 16% 8% 26% 30% 14% 26% 26%

Pessimists 9% 5% 9% 4% 21% 11% 8% 30% 13%

No Device 6% 12% 23% 1% 12% 6% 8% 8% 5%

20

Daily Device Usage Summary
N=54,121 N=3,639 N=8,574 N=9,383 N=1,698 N=2,007 N=4,323 N=12,918 N=11,579

Feature 58% 56% 65% 54% 33% 50% 76% 59% 82%
Phone 42 min. 62 min. 51 min. 46 min. 26 min. 28 min. 55 min. 24 min. 41 min.

48% 38% 18% 57% 63% 59% 35% 38% 32%
Smartphone
74 min. 96 min. 79 min. 80 min. 57 min. 61 min. 83 min. 55 min. 63 min.

24% 8% 9% 26% 32% 38% 21% 21% 15%
Tablet
71 min. 78 min. 80 min. 78 min. 56 min. 59 min. 78 min. 56 min. 80 min.

12% 2% 4% 12% 16% 22% 4% 7% 15%
eReader
54 min. 77 min. 53 min. 53 min. 38 min. 49 min. 63 min. 49 min. 68 min

Used for Work 74% 78% 59% 84% 61% 57% 84% 49% 81%

21

My Mobile Device Enables Me To …
N=54,121 N=3,639 N=8,574 N=9,383 N=1,698 N=2,007 N=4,323 N=12,918 N=11,579

Complete Daily
56% 52% 66% 62% 38% 48% 65% 35% 59%
Chores

Better Socialize 68% 76% 60% 72% 55% 62% 74% 51% 75%

Learn Valuable
51% 57% 48% 60% 40% 44% 54% 32% 37%
Things

Acquire
57% 58% 55% 65% 50% 53% 62% 35% 40%
Knowledge

Achieve My
50% 47% 51% 61% 23% 33% 59% 22% 45%
Potential at Work

Achieve My
43% 46% 49% 53% 25% 27% 40% 22% 38%
Potential in Life

22

My Mobile Device …
N=54,121 N=3,639 N=8,574 N=9,383 N=1,698 N=2,007 N=4,323 N=12,918 N=11,579

Is Important to
Accomplishing 83% 87% 86% 94% 61% 67% 85% 55% 80%
Daily Tasks
(% Important)

Enhances My
Quality of Life 55% 64% 53% 66% 26% 40% 61% 29% 50%
(% Significantly
enhances)

More
Capabilities on
the Device 53% 61% 53% 69% 19% 28% 58% 23% 37%
Affects How
Good My Life Is
(% Agree)

23

Rating of Mobile Device as a Tool to Help Me Be a …
N=54,121 N=3,639 N=8,574 N=9,383 N=1,698 N=2,007 N=4,323 N=12,918 N=11,579

More Informed Shopper
Critical 9% 9% 14% 9% 5% 7% 19% 3% 7%

Important 62% 65% 53% 75% 43% 50% 58% 37% 50%

Unimportant 27% 22% 28% 15% 49% 40% 22% 57% 38%

Don’t Know 2% 4% 5% 1% 4% 2% 2% 3% 5%

Smarter Shopper
Critical 9% 8% 13% 9% 5% 7% 18% 3% 5%

Important 59% 60% 42% 72% 40% 50% 58% 33% 47%

Unimportant 30% 27% 40% 18% 50% 41% 23% 60% 41%

Don’t Know 2% 5% 6% 1% 4% 3% 2% 4% 6%

24

Ads Are Most Valuable When They Are …
N=54,121 N=3,639 N=8,574 N=9,383 N=1,698 N=2,007 N=4,323 N=12,918 N=11,579

Relevant to my
33% 42% 29% 44% 10% 19% 38% 11% 21%
interests

Relevant to my
14% 20% 14% 18% 8% 9% 12% 7% 6%
current location

Save me money 21% 19% 14% 19% 21% 27% 25% 21% 23%

Not valuable to
28% 13% 34% 16% 55% 39% 22% 56% 43%
me

Not sure 4% 6% 8% 2% 6% 5% 3% 5% 7%

25

Demographics Summary
N=54,121 N=3,639 N=8,574 N=9,383 N=1,698 N=2,007 N=4,323 N=12,918 N=11,579

Female 50% 49% 47% 49% 50% 54% 49% 51% 52%

Age 41.2 36.7 36.9 40.2 43.3 44.6 35.7 45.8 41.7
(Mean years)

Income - Low 14% 27% 26% 5% 13% 25% 19% 16% 18%
(Bottom quintile/20%)

Education -
Higher Level 52% 27% 29% 65% 54% 54% 30% 36% 49%
(Undergraduate and above)

Urban 76% 86% 61% 75% 85% 67% 97% 83% 85%

Employment 65% 60% 52% 71% 62% 58% 66% 55% 70%
(Working full or part-time)

26

Endnotes

General: Mentions of Korea refer to South Korea and do not include
North Korea. The Palestinian Territories include the West Bank and the
Gaza Strip.

General: Regional data is based on the 54 surveyed countries split into
their respective regions.

Copyright © 2013 Worldwide Independent Network (WIN)/Gallup
International Association (GIA). All rights reserved. WIN/GIA and
Worldwide Independent Network (WIN)/Gallup International Association
(GIA) logo are trademarks or registered trademarks

27

Detailed Methodology
List of the 54 participating WIN/GIA Members, their fieldwork dates and the survey margin of error:

Fieldwork Margin Fieldwork Margin
Country Firm Country Firm
dates of error dates of error
AFGHANISTAN ACSOR-Surveys Nov. 23 – Dec. 6 2.72% KENYA Infinite Insight Ltd. Nov. 30 – Dec. 5 3.48%
ARGENTINA IBOPE Inteligência Nov. 12 – 30 3.48% KOREA Gallup Korea Nov. 15 – Dec. 6 2.84%
ARMENIA MPG LLC Jan. 5 – Feb. 16 3.37% LEBANON Reach Oct. 30 – Nov. 30 3.48%
AUSTRALIA Colmar Brunton Nov. 26 – Dec. 2 2.67% MACEDONIA BRIMA Nov. 2012 3.16%
AUSTRIA Österreichisches Gallup Institut Nov. 2012 3.45% MALAYSIA TNS Malaysia Nov. 12 – Dec. 5 4.93%
AZERBAIJAN SIAR Research and Consulting Group Nov. 15 – Dec. 12 3.46% MOROCCO BJ Group Oct. 31 – Dec. 7 3.48%
BELGIUM iVOX bvba Nov 12 -to Dec.10 3.48% MOZAMBIQUE GSC Research Nov. 12 – 24 3.35%
BOSNIA Mareco Index Bosnia Nov. 12 – Dec. 3 3.48% PAKISTAN Gallup Pakistan Nov. 10 – 24 2.20%
BRAZIL IBOPE Inteligência Nov. 8 – 12 3.48% PALESTINE Palestinian Center for Public Opinion Nov. 24 – Dec. 5 5.16%
BULGARIA BBSS Nov. 30 – Dec. 6 3.45% PERU DATUM Internacional Nov. 1 – 7 3.15%
CAMEROON TNS RMS June 11 3.38% PHILIPPINES PSRC Nov. 16 – 27 3.48%
CANADA Leger Nov. 9 – 15 3.47% POLAND MARECO POLSKA Nov. 25 – 30 3.40%
CHINA CRC Research Dec. 3 – 12 4.93% PORTUGAL Marktest – Marketing, Organização, Nov. 12 – 30 3.48%
COLOMBIA Centro Nacional de Consultoría Nov. 21 – Dec. 11 4.48% ROMANIA TNS CSOP Nov. 24 – Dec. 3 3.25%
CZECH REPUBLIC MARECO Ltd. Praha Nov. 8 – 26 3.47% RUSSIA Romir Nov. 23 – 30 3.48%
ECUADOR CEDATOS Nov. 30 – Dec. 10 4.92% SAUDI ARABIA PARC (Pan Arab Research Center) Nov. 10 – Dec. 5 4.48%
FINLAND Taloustutkimus Oy Nov. 19 - Dec. 12 3.46% SERBIA TNS Medium Gallup Nov. 19 – 30 3.47%
FRANCE BVA Sep. 28 – Oct. 18 3.48% SINGAPORE Joshua Research Consultants Nov. 1 – 30 3.47%
GEORGIA GORBI Nov. 12 – Dec. 7 3.47% SOUTH AFRICA TRS (Topline Research Solutions) Nov. 1 – 30 4.93%
GERMANY Produkt + Markt Nov. 14 – 20 3.48% SPAIN Instituto DYM Nov. 15 – Dec. 4 3.46%
HONG KONG CSG Nov. 5 – 30 4.93% SWEDEN CMA Research Nov. 8 – 14 3.47%
ICELAND Capacent Gallup Nov. 14 – 21 3.79% SWITZERLAND ISOPUBLIC Ltd Dec. 3 - 5 3.47%
INDIA DataPrompt International Jan. 12 – 17 4.06% TUNISIA EMRHOD Nov. 23 – Dec. 7 3.48%
IRAQ IIACSS End of Nov. 3.48% TURKEY Barem Pazar Araştırma Nov. 26 – Dec. 7 3.43%
IRELAND Red C Research and Marketing Nov. 9 – 25 3.47% UK ORB International January 2013 3.35%
ITALY DOXA S.P.A. Nov. 16 – 30 3.47% UKRAINE Romir Ukraine Nov. 16 – Dec. 4 3.46%
JAPAN NRC Oct. 31 – Nov. 12 3.48% USA Leger USA Nov. 9 – 15 3.48%

28

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