Mobile Who - Overview of Mobile audience in Russia

Long time ago Yesterday
Human tendency to be addicted to media didn’t changed.
Media changed.
Today

Quiz: if you answer any of questions below you will
know some interesting fact about mobile
Q1. How much dark energy in the Universe?
Q4. On how much 196 is more than 100?
Q2. How many women feel guilt everyday?
Q3. How many people had voted for Crimea connection to Russia?

Facts about mobile
96% use MOBILE
36% owns SMARTPHONES58% owns CELL PHONES
76% use SMS/MMS
Search?
Messengers?
Apps?
Gaming?
Video?
Music?
How we can catch them in mobile media?

Do we know enough about mobile?
Mobile is still a new touch-point compared with other traditional media
So far there is no deep industrial mobile monitoring in Russia, but overall we understand that:
• Mobile behavior is more complex than we used to think
• Mobile includes different type of content: text, audio, video, verbal
• Mobile provides different opportunities how to consume this content
• Mobile is probably one of the most personalized media
…and that’s why we need to dig deeper for the insights of mobile consumer

QUIZ: What do you think each
of them is doing right now?

MediaCom research
Step 1
Step 2
Step 3
Defining the audiences
We ran a survey to select the audience segments depending on what part of life people
spend on mobile
(Online Survey)
Data proof
Key statements representing each segment have been ran through industrial research to
define basic profile (age, sex, regionals, occupation, income, media consumption)
(TGI Data, 2014)
Searching for the insights
Individual interviews allowed us to find a real representative of each segment who
provided additional insights
(Focus groups)

Code name: Ok, Google
Description: early tech adopter
Population: 4 307 000 (15%)

Ok, Google >> BIO
Facts:
• the first in line for a new iPhone
• the first who become best friends with Siri and Google
• the second registered on Facebook
http://www.youtube.com/watch?v=vti6yzyuy1I

Ok, Google >> Profile
Age: 16 - 24
Geo: Msc, St.Pete
Occupation:
Sales / Marketing /
Finance
Income: above average
Interests:
use the Internet to relax
and have fun
Statements:
watch TV less since the time I began to
use the Internet
I buy new product/brand out of curiosity
Sex: 50% male/female

Ok, Google >> Insights
“I download new apps and services
ass soon as they are released”
«I have push notifications to
get the latest TOP news»
“I’m driving, so I often use voice
commands for car and mobile phone
including voice messages in Whatsapp”
“I use browser on my mobile
mostly to search for smth”
“In my daily app list are: whatsapp,
iMessage, facebook, mail
(personal and work)”
“I have a lot of applications
but use only few of them”
“Mobile is under my pillow. Read FB
newsfeed to wake up in the mornings”
“I use laptop mostly to watch TV
series and for online shopping”
“I keep TV in my closet”

Population: 4 307 000 (15%)
Code name: Social maniac
Description: deeply in social life
Population: 4 344 000 (15%)

FACTS:
• Can’t imagine life without mobile phone
• Have accounts in vk, fb, insta, OK, twitter, G+, YouTube vlog
• Less than 300 likes per post – you are loser, go kill yourself
Social Maniac>> BIO
http://www.youtube.com/watch?v=fWfipGsTMXw

“The most usable apps: photo editors and taxi services”
“facetune, collages, instasize”
“Don’t speak by phone much,
maximum 3 calls a day”
“Don’t waste my time on
playing games”
“Differentiate content for social
pages: odnoklassniki for relatives,
Facebook – colleagues, Instagram
– friends, Twitter – niche
community by interests”
“I carefully track activity in my
Instagram via special analytic app”
“Start my day with checking
social networks”
Social Maniac>> Insights

Population: 4 307 000 (15%)
Population: 4 344 000 (15%)
Code name: Workaholic
Description: working 24/7, work
is one of interests in life
Population: 5 002 000 (18%)

Workaholic >> BIO
Facts: WWW
• Work at work
• Work at home
• Work for entertainment
http://www.youtube.com/watch?v=XnzLBn0TzBg

Workaholic >> Profile
I like technology that helps me to be better
organized
Age
Geo:
Occupation:
Income:
Statements:
20 - 44
Msc, St.Pete, Central Black Soil, Ural
Marketing / Legal / Advertising
Above average
There are not enough hours in the day to do
everything I would like
I have two SIM cards / two mobile phones
Sex: 50% male/female

Workaholic >> Insights
“Among frequently used apps:
navigation, taxi services”
“90% of my mobile activity is
connected to Internet usage”
“I use browser on my mobile
only for search”
“TV is on as a background to
avoid the silence”
“Have around 30 applications, but use
only 5-10. Mostly messengers, social,
related with work, reading books”
“Use laptop and PC for watching movies
or to shop online”
“I separate content and audience
in social accounts: Facebook for
work, Instagram – only family”
“I take my mobile as soon as I wake up. First
thing to do – check mail and Facebook feed”

Population: 4 307 000 (15%)
Population: 4 344 000 (15%)
Population: 5 002 000 (18%)
Code name: Functions seeker
Description: prefer functionality,
engagement is a 2nd
Population: 5 231 000 (18%)

Functions seeker >> BIO
FACTS:
• I’m not IPhone maniac
• Can easily go to the shower without mobile
• Have Active Citizen application (Активный Гражданин)

Functions seeker >> Insights
“Mobile is not a first thing to do in the morning.
Checking news only on a way to work”
“Disappointed in iPhone, need
to pay for apps and content,
hard to sync with PC/Laptop –
iTunes is not friendly at all”
“Use on a daily basis:
WhatsApp, Instagram”
“Mobile navigator is one
of the best things about
smartphone”
“Pay bills via mobile (mobile banks,
government apps: Сбербанк
онлайн, Ситибанк, ЖКХ)”
“Like to play games as a
way to kill time”

Population: 4 307 000 (15%)
Population: 4 344 000 (15%)
Population: 5 002 000 (18%)
Code name: Functions seeker
Description: prefer functionality,
engagement is a 2nd
Population: 5 231 000 (18%)
Code name: Beginner
Description: very basic usage,
low involvement
Population: 9 405 000 (33%)

Beginner >> BIO
BIO facts:
• recent smartphone user
• don’t spend much time on internet
http://www.youtube.com/watch?v=PGwWnCjMQIY

Beginner >> Profile
Age: 25 – 64
Sex: 40% male, 60% female
Geo: Msc, Povolzhie, Ural, Siberia
Occupation: sales / finance / accounting / head of department
Income: average
Statements:
• I like spending my free time at home
• The more simple equipment is the more reliable
• I usually look through the free newspapers and brochures that come in the mailbox
• I buy something only when necessary

Beginner >> Insights
“I bought my first smartphone 6mo ago. Key
factors – design, size, color – black”
“I use mobile mostly for calls and sms”
“I don’t have applications, but I have an Facebook icon
on screen. It’s very useful vs going to browser and
search for Facebook site”
“I found out what’s happening in
world from my friends or TV”
“I have no need in social networks.
Exception – Facebook to
communicate with foreign friends”
“I don’t know how to download and install
an application. I don’t need it”
“If I would consider to download an
app probably it would be related to
my interests, e.g. foreign languages”
“Don’t use PC much. Only for movies –
buy DVD or watch online”

Mobile Vegans
 Global Trend of Digital Detox
 1 day per week without mobile phone
 Reduce # of applications

Bonus
http://www.youtube.com/watch?v=nfUD0WhE264

Mobile Who - Overview of Mobile audience in Russia

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