Tns mobile life 2012 spain

Spain

Mobile Life 2012 | Spain Report

©TNS 2012

Mobile Life draws on the behaviours,
motivations and priorities of 48,000
people in 58 countries, to develop
recommendations on activating a
business and marketing
strategy via mobile

©TNS 2012

Questions this report will address

What are the mobile platforms and services that are driving
consumer engagement today and which are most likely to
grow in the future?

How are consumers behaving on mobile and what
opportunities do these behaviours present to brands?
How can I
use mobile to What impact is mobile having in the retail channel and how
help grow my
can brands make the most of this?
business?

How will ‘mobile wallet’ change consumer behaviours? And
what actions should brands take to plan for this today?

What other devices are people using and how will increased
uptake of tablets change the environment further?

©TNS 2012

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

Local Report 2012 - Spain
©TNS 2012 4

Representative across 16-60 yr olds; both mobile phone owners and
non-owners; boosted sample in key markets

COUNTRY SAMPLE METHODOLOGY COUNTRY SAMPLE METHODOLOGY
Argentina 500 50% online | 50% Web CLT Mexico 998 50% online | 50% Web CLT
Australia 999 Online Netherlands 501 Online
Belgium 801 Online New Zealand 508 Online
Brazil 1595 50% online | 50% Web CLT Nigeria 1601 F2F
Cameroon 615 F2F Norway 517 Online
Canada 998 Online Pakistan 506 F2F
Chile 486 50% online | 50% Web CLT Philippines 500 F2F
China 3499 F2F Poland 502 F2F CAPI
Columbia 501 50% online | 50% Web CLT Portugal 502 F2F CAPI
CoteD’Ivoire 501 F2F Romania 500 F2F Web CLT
Czech Republic 501 Online Russia 1001 F2F Web CLT
Denmark 502 Online Saudi Arabia 500 F2F
Egypt 1063 F2F Senegal 534 F2F
Finland 500 Online Singapore 500 Online
France 1031 Online Slovakia 499 Online
Germany 1002 Online South Africa 1020 F2F
Ghana 526 F2F Spain 506 Online
Greece 503 F2F CAPI Sweden 532 Online
Hong Kong 499 Online Switzerland 501 Online
Hungary 511 F2F CAPI Taiwan 511 Online
India 5466 F2F Tanzania 502 F2F
Indonesia 1498 F2F Thailand 1000 F2F
Ireland 526 Online Turkey 999 F2F CAPI
Israel 503 Online UAE 500 F2F PAPI
Italy 1000 Online Uganda 500 F2F
Japan 498 Online UK 499 Online
Kenya 709 F2F Ukraine 507 F2F Web CLT
Korea 501 Online USA 1506 Online
Malaysia 502 Online Vietnam 499 F2F

©TNS 2012 5

Market classification

Developed markets
Australia, Belgium, Canada, Czech Republic, Denmark, Finland, France,
Germany, Greece, Hong Kong, Ireland, Israel, Italy, Japan, Korea, Malaysia,
Netherlands, New Zealand, Norway, Portugal, Russia, Singapore, Slovakia,
Spain, Sweden, Switzerland, Taiwan, UAE, UK, USA

Emerging tier 1 markets
Each market is classified
Argentina, Brazil, Chile, China, Columbia, Egypt, Hungary, Indonesia, Mexico, into tiers using the World
Poland, Romania, Saudi Arabia, South Africa, Turkey, Ukraine Bank system for grouping,
also taking into account the
market mobile penetration.

Emerging tier 2 markets
Cameroon, CoteD’Ivoire, Ghana, India, Kenya, Nigeria, Pakistan, Philippines,
Senegal, Tanzania, Thailand, Uganda, Vietnam

©TNS 2012 6

Glossary of terms

Augmented reality uses the mobile’s camera to generate a view of life that combines
Augmented reality
reality and virtual scenes – it augments the scene with additional information
A mobile phone that does not have an advanced OS and therefore not capable of
Advanced feature phone
running applications, but is capable of connecting to the internet
Applications are software programmes that allow you to do a variety of activities
Applications
such as playing games or getting news updates
A basic mobile phone that does not have access to the internet or advanced OS
Basic feature phone
functionality (such as applications). Also called a "dumb phone"
Websites where products and services can be bought at significantly reduced prices
Group buying
on the condition that a minimum number of buyers make the purchase
% of a total population with access to the internet, either through fixed line or
Internet penetration
wireless.
Services which use a mobile device’s geographical location to provide services which
Location-based services
are relevant to a person’s current location.
Checking bank accounts and using online payment mechanisms using specific apps
Mobile banking
or dedicated websites on your mobile phone
Mobile data allows you to access the internet via your phone and is used for any
Mobile data online services, including giving you access to emails, use apps, social networking
functions and also some games
Where you can pay for products and services via a mobile phone app, or by touching
Mobile wallet
your mobile phone to a sensor
A small Notebook computer that is designed for mobile internet access. It is smaller
Netbook
in size than a standard notebook and has less processing power

©TNS 2012 7

Glossary of terms

The front page of the majority of social networks, which details the activities of
Newsfeed
friends and brands users are connected to
The main software on the phone that allows you to navigate through features and
Operating system
services, and also load applications
The route that shoppers take from discovering a product (or need for a product),
Path to Purchase
through to actual purchase of a product.
Push to talk functions similar to walkie-talkie, but over a cellular phone network –
Push to talk
by holding down a button on the phone, you can talk to one or many people
QR codes are similar to barcodes and can be scanned with your smartphone to
QR codes provide information such as product price, link to websites, or activate phone
functions such as email, IM and SMS
An advanced mobile phone that allows you to access the internet and data services,
Smartphone
such as email and applications. It typically has a touchscreen or QWERTY keyboard
Web-based applications which allow the creation and exchange of content, as well
Social media
as online conversations e.g. Facebook, YouTube, Twitter
An online service, platform, or site which acts as a central location for people to
Social networks connect – often with those who share interests/activities e.g. Facebook, MySpace,
Renren
Tethering involves using the internet connection of your mobile phone to connect
Tethering
another device, for example your laptop, netbook or tablet to the internet
Widgets are applications that run and display on the phone’s main screen only –
Widget
they save the need to open an application

©TNS 2012 8

Executive summary

1.
Spaniards command the highest tech device ownership; indicating preference of specialized
devices for specific activities. Nevertheless mobile stands out as the most owned device and
smartphone is the most prioritized device, as majority of consumers are looking for
upgrading their device

2. Tablet is owned by sizeable proportion of the population and is amongst the highest in Spain.
It however is considered as an additional device enabling surfing internet on the go

3.
With a significant smartphone ownership in Spain (49%), another 15% of consumers are
accessing the mobile web via advanced feature phones. With sizeable data usage, marketers
need to push data friendly plans

4.
Nokia is the key handset brand in Spain followed by Samsung. Android is the dominant OS
brand – however brands need to ensure that their mobile offerings are accessible across
platforms so as to maximise consumer appeal

©TNS 2012 9

Executive summary

5. Content and OS have built strong equity in Spain. Equity of OS is especially high amongst
those aged 22-30 and males. As smartphone ownership explodes and users become more
educated, the influence of OS on their decision will increase further

6. Multimedia and communication features are reaching saturation in Spain and there is a
strong desire for advanced features such as home control and reading eBooks

7.
Consumers in Spain are showing a shift from the traditional way (voice calling), and have
strongly adopted data-based communication methods especially females and those aged 21-
30. Network providers need to accordingly position their offerings to capture this opportunity

Adoption level for M-commerce and mobile wallet is significantly high in Spain owning to high

8. penetration of smartphones and high internet access. Convenience and anytime anywhere
usage are major drivers for mobile banking. But security concerns need to be addressed.
Spaniards also give value to that personal touch offered by conventional banking

©TNS 2012 10

Executive summary

9. Adoption of mobile as path to purchase is higher than global average in Spain. Both
smartphones and advanced feature phone users drive the mobile path to purchase. It is
mainly driven by price comparison applications

10.
Spain has a strong group buying culture and at the same time also has a high interest level
for redeeming coupons. Consumers are driven by getting good deal, saving money and get
benefited by discounts

For a brand to retain a place on an individual’s personal mobile space, it must provide

11. content that adds value. The best way for a brand to do this is by providing mobile solutions
that address one or more of the core values: Experience, Convenience, Independence,
Transparency or Relevance

73% of mobile users in Spain are interested in using mobile banking because of convenience;

12. 50% of those who use location based services do so for navigation purposes – these are
some key ways in which mobile solutions can deliver on core consumer values within the
Spain market

©TNS 2012 11

Contents

1 5
The Device Ecosystem 13 M-Commerce 76

2 6
The Mobile Market 32 Mobile in the Path to Purchase 87

3 7
The Decision Making Process 45 The role of mobile in business & advertising 100

4
Current and Future Trends 59

©TNS 2012 12

1
The Device Ecosystem

©TNS 2012 13

Mobile devices such as laptops, smartphones and tablets have the strongest
intention to purchase

Device ownership and likelihood to buy

70

60

50
Likely to buy

40

30
Tablet Smartphone
Laptop computer
20
Internet enabled
eReader Portable gaming TV/HDTV
MP3 player Desktop computer
10 device Digital camera
Digital Media GPS device
Adapter Netbook Gaming console DVD player
Video Camera
0
0 10 20 30 40 50 60 70 80 90 100

Current ownership

A1a. Mobile ownership | A2a. Time until next purchase | B1. Device ownership | B2. Device likely to buy (within next 6 months)
Base: All respondents – Spain 506

©TNS 2012 14

Although mobiles are the dominant device in Spain, smartphones and
tablets have the strongest potential for growth

Device ownership and intention to buy in next 6 months

9 18 22 9 21

99 69 73 49 23 14

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 : Spain 506

©TNS 2012 15

10

0
1
2
3
4
5
7
8
9

6
Uganda
Tanzania
Kenya
Pakistan
Senegal
CoteD’Ivoire
Cameroon
Vietnam
Nigeria
Ghana

©TNS 2012
India
Philippines
Egypt
Indonesia
Ukraine
Number of technology devices owned

China
Thailand
Colombia
Romania
South Africa
Malaysia

Argentina
Mexico
Turkey
Brazil
Mobile ownership (%)

Russia
Poland
Chile
Hungary
Slovakia
Emerging

Saudi Arabia
Taiwan

GDP per capita
Czech Republic
South Korea
Portugal
Greece
Mobile Ownership Vs. Technology Device Ownership - Global

Israel
New Zealand
Developed

Spain
Hong Kong
preference of specialized devices for specific activities

Italy
UK
France
Germany
Australia
Japan
Singapore
Belgium
Ireland
Finland
Spaniards command the highest tech device ownership; indicating

Netherlands
Canada
USA
Sweden
Denmark
UAE
Switzerland
R² = 0.7626

Norway
16
0%
10%
20%
30%
40%
50%
70%
80%
90%

60%
100%

General technology ownership in general is stronger in Spain than other
European markets

Device ownership

99 69 73 49 23 14

98 58 56 30 13 7

92 46 36 28 7 5

Mobile Desktop Laptop Smartphone Netbook Tablet

Spain Europe Global

B1. Device ownership
Base: All respondents – Spain 506 | Europe 14443 | Global 47577

©TNS 2012 17

Smartphone would be driven by those in the age band of 16-21 years;
Ownership of tablets is expected to be driven by males and those in the age
band of 31-40 years

27
33 33 30
35 37 34 34 35
41

9

7
10 16
19 5 20 17
16 21 29
4 15
8 6 3
5 4 3 21 6
5 5 5
5 6 3
8 2 8
21 16 11
18 9
15
19 13
20
14
32
23 26
21 21 20 21
17
13 13

Global Europe Spain Male Female 16-21 22-30 31-40 41-50 51-60

Smartphone Laptop Desktop Netbook Tablet Others
B3. Device most likely to buy

©TNS 2012 18

The ability to surf the internet as well as email and messaging services
drives the prioritization of smartphones

Device adoption
Smartphone Laptop Desktop Netbook Tablet
73 69

73%
49

Ownership 23
14
Own a Laptop

Intention 22% 22 18
9 9
21

Intend to buy a smartphone

Prioritization 21% 21
15 19
Would buy a smartphone if 6 4
they could only buy one device

39
34 To surf the internet
31
Top 5 24 22
I'm looking to upgrade my current device
To access my email and messaging services
reasons To access apps that are relevant to me
To use and access social networking sites

B1. Device ownership | B2. Device likely to buy | B3. Device most likely to buy | B5a. Reasons for purchasing a smartphone next

©TNS 2012 19

In addition, smartphones are also considered as a good upgrade option over
current device

Reasons for smartphone desire
Global Europe Spain
To surf the internet 36 38 39
Looking to upgrade current device 30 32 34
To use whenever / wherever I am 22 22 21
Access the latest features / services 19 13 12
For email and messaging services 15 24 31
For entertainment features 15 6 7
To assist in my work life 15 16 19
Allows me to connect to friends 13 11 17
To help manage my life better 12 11 13
More affordable than alternatives 11 5 4
To use social networking sites 11 11 22
To access apps relevant to me 11 18 24
To use different applications 11 17 19
To use its digital camera 10 8 7
To keep up to date 10 8 5
Because it is/will be fun to use 9 10 5
Because it is/ will be easy to use 7 9 5
Because everyone wants one 5 5 1
For gaming 4 4 2

B5a. Reasons for purchasing a smartphone next
Base: Smartphone intenders (next 6 months) – Global 8228 | Europe 2135 | Spain 110

©TNS 2012 20

Spaniards intend to buy a tablets owing to its ability to surf the internet on
the go

Reasons for tablet desire
Global Europe Spain
Access the latest features / services 12 6 4
Because it is/will be fun to use 10 14 5
For email and messaging services 9 11 18
To access apps relevant to me 9 9 10
To help manage my life better 8 6 7
To use social networking sites 8 8 5
To use different applications 7 8 7
To keep up to date 7 6 6
Allows me to connect to friends 6 6 8
For gaming 5 5 4
Because everyone wants one 3 3 2
To use its digital camera 3 2 2
Looking to upgrade current device 2 3 6

B5b. Reasons for purchasing a tablet next
Base: Tablet intenders (next 6 months) – Global 5835 | Europe 2052 | Spain 107

©TNS 2012 21

Those planning to buy a desktop wish to upgrade their existing system and
to surf the internet

Reasons for desktop desire
Global Europe Spain
To assist with my/my family's education 18 10 2
I'm looking to upgrade my current… 17 29 37
Because it can be shared at home and with… 13 15 10
To access latest features & services 12 5 2
To help manage life better 11 8 16
For gaming 10 13 12
To connect with friends in many ways 9 6 2
To watch movies and TV shows 9 8 11
Keep up to date with going ons 8 7 6
To access email / messaging services 8 9 15
To use / access SNS 7 4 3
Because it has a bigger screen than a tablet 6 12 14
It enables me to edit and change documents 6 9 10

B5a. Reasons for purchasing a desktop computer next
Base: Tablet intenders (next 6 months) – Global 3409 | Europe 789 | Spain 47

©TNS 2012 22

Laptops gain relevance amongst Spanish users by enhancing their ability to
surf the internet

Reasons for laptop desire
Global Europe Spain
It enables me to do more than a smartphone… 5 6 11
For gaming 5 7 5

B5a. Reasons for purchasing a laptop next
Laptop intenders (next 6 months) – Global 7743 | Europe 1938 | Spain 92

©TNS 2012 23

The extreme portability of the netbook, particularly in accessing online
content is a key driver of choice in Spain

Reasons for netbook desire
Global Europe Spain
It enables me to do more than a smartphone… 8 8 14
Because it has a bigger screen than a… 6 7 3

B5a. Reasons for purchasing a netbook next
Netbook intenders (next 6 months) – Global 2248 | Europe 717 | Spain 44

©TNS 2012 24

In addition to strong intention to purchase, tablet ownership rates are
double that of other European markets

Tablet ownership and intention to buy in next 6 months

Global 5 10
3
Europe 7 15
6
Spain 14 21
10
Male 18 28
10
Female 9 15
11
16-21 13
16 16
22-30 16 22

31-40 13 29

41-50 12 22
6
51-60 15
14
8

2012 intention 2012 ownership 2011 ownership

B1. Device ownership | B2. Intention to buy device
Base: All respondents 2012: Global 47577 Europe 14443 Spain 506 Male 262 Female 244 16-21 75 22-30 109 31-40 117 41-50 89 51-60 116
2011: Global 34433 Europe 4030 Spain 517 Male 258 Female 259 16-21 68 22-30 107 31-40 127 41-50 125 51-60 90

©TNS 2012 25

Consumers in Spain consider tablets as an additional device

Reasons for buying a Tablet (Tablet owners and intenders)
%

Spain 2011 27 58 3

Spain 2012 8 78 11

Male 10 72 14

Female 5 90 5

16-21 8 76 8

22-30 4 88 4

31-40 8 80 11

41-50 10 66 20

51-60 13 81 6

To replace a PC As an additional device To replace a mobile/smartphone

B8/9. Reason for buying a Tablet
Base: Tablet owners and intenders 2012: Spain 107 | Male 70 | Female 37 | 16-21 12 | 22-30 24 | 31-40 35 | 41-50 20 | 51-60 16
2011:Spain 52 | Male 25 | Female 27 | 16-21 11 | 22-30 14 | 31-40 13 | 41-50 7 | 51-60 7

©TNS 2012 26

Tablets are used to access internet and send emails

Activities carried out on tablets

Current ownership

14

34 30 27 53 12 24 20 15 51 10 39 26
86

For Watch Instant For Edit Standalo
Listen to For Access To take To take
organisat TV / Messagin social Email documen ne
music business internet photos videos
ion video g gaming ts games

5

39 31 29 48 25 32 23 19 50 18 23 33

95

Spain Global

B1. Tablet ownership | B10. Tablet usage
Base: Tablet owners – Global 2982 | Spain 71

©TNS 2012 27

Tablets are primarily connected via WiFi

Tablet connectivity – Spain Tablet connectivity – other markets

%
82
78
75

88

27 28 28

26 17
12 12 13 12
12 14 9
%

Global Developed Europe

Via WiFi Via 3G/4G Via cable connection to computer Synced to a smartphone

B11. Tablet internet connection
Base: Tablet owners – Spain 71 | Global 2982 | Developed 2263 | Europe 1099

©TNS 2012 28

Mobiles and PCs (Laptops & Desktops) tend to be used for different
activities in Spain

Preferred devices for activities
Use GPS 53 12 4 8 4 %
Listening to music 44 10 5 15 12
Instant Internet 17 5 20 7
Use calendar 42 13 5 17 11
Bluetooth transfers 41 8 5 18 10
Instant messaging 34 10 6 23 17
Video calling 29 11 5 25 16
Bluetooth connectivity 26 13 6 20 12
Manage life 24 17 6 24 16
VoIP 21 11 5 31 18
Download apps 19 11 3 24 30
Optimise work 18 16 8 28 16
Stream music 17 13 6 31 22
Social networking 16 14 6 32 21
Send / receive emails 16 11 7 33 26
Playing games 14 13 5 23 30
Photos and videos 9 12 4 33 35
Browse Internet 8 13 7 39 27
Mobile banking 8 9 6 33 34
Download content 6 7 4 33 38
Read eBooks 5 42 13 10 8
View / edit documents 5 9 5 38 36
Online shopping 4 10 7 36 29
Watch TV / videos / movies 4 12 5 35 33
Stream TV / movies 4 12 4 37 30

Prefer Mobile /Smartphone Prefer Tablet Prefer Netbook Prefer Laptop Prefer Desktop
B19. Device Preference
Base: Mobile users – 501

©TNS 2012 29

Laptops have become more entrenched across demographics; mobiles and
smartphones have enabled creating a personal space around entertainment
and basic computing requirements

Preferred devices for activities
Global Developed Europe Spain Male Female 16-21 22-30 31-40 41-50 51-60
Listen to MP3s
Instant internet access
Instant messaging
Calendar
Bluetooth transfers
Manage life better
Bluetooth connectivity
GPS
Video calling
Optimise work day
Play games
Edit/manage photos &
videos
Download content
Read eBooks
Download applications
Send / receive emails
Social network
VoIP
Stream music
Internet banking
View & edit documents
Stream TV
Watch TV, videos &
movies
Online shopping
Browse internet

Mobile phone/Smartphone Tablet Desktop computer Laptop

B19. Device Preference
Base: Mobile users – Global 44220 | Developed 18950 | Europe 14183 | Spain 501 | Male 258 | Female 243 | 16-21 75 | 22-30 116 | 31-40 108 | 41-50 88 | 51-60 114

©TNS 2012 30

The Device Ecosystem

Mobile devices, such as smartphones, Ensure these compelling devices are offered to
tablets and laptops, have the consumers, especially when providing internet access
strongest intention to purchase while on-the-go

The penetration of these new age devices is expected to
Ssmartphones and tablets are the
be driven by the desire to surf the internet. Marketers
most prioritized devices in Spain
need to keep innovating to enrich this experience.

As an additional device, tablets are mostly used for
Nevertheless, tablets are considered
accessing internet and for email, and preferred to be
an additional device in the repertoire
connected to internet via WiFi

Laptops and mobiles can operate in harmony with each
Mobile and laptops are preferred for
other – the mobile will be preferred for access to services
different activities
while on-the-go

©TNS 2012 31

Nokia dominates the handset market in Spain followed by Samsung

Handset market share

13 10
19 4
0
5 6 31
3 4
5 9
10
5 5
5 5
7
4 5
7 5
17 25
4 8
7

22
14

38 37
23 25

Global Developed Europe Spain

Nokia Samsung Motorola LG Sony Ericsson Apple Blackberry HTC Sharp Huawei Panasonic Fujitsu Tecno Other

C4. Main handset brand used
Base: Mobile users – Global 44220 | Developed 18950 | Europe 14183 | Spain 501

©TNS 2012 33

However, HTC and Apple enjoy high commitment from their users

% users % users committed to the brand
% %

Nokia 25 Nokia 58

Samsung 14 Samsung 42

Sony Ericsson 8 Sony Ericsson 45

LG 7 LG 21

Blackberry 5 Blackberry 55

HTC 5 HTC 70

Apple 5 Apple 62

Motorola 2 Motorola

Huawei 1 Huawei

C4. Main handset brand used | CM - Brand Commitment - Handset brands
Base: Mobile users – Spain 501

©TNS 2012 34

Touchscreens are expected to continue their dominance in Spain

Current form factor Intended next form factor

% 4 6 %
2 10 9 11
3 14
3 3
17 3
4
26 24
9 32
1
2
6 44
8 1 41
2
10 7
2
3 3
1
2
8 6
43 6
2
1
34
9 4
20 18 1
2
10 5
3
9 8 6 5 5 4

Global Europe Spain Global Europe Spain

Clam or flip phone Candy Bar or Straight phone Slider phone
Side slider phone Swivel flip Bar with QWERTY keypad
Bar with touchscreen Slider with QWERTY keypad Bar with touchscreen and QWERTY keypad

C20. Form factor owned | C20a. Form factor likely to be purchased next
Base: Mobile users – Global 44220 | Europe 14183 | Spain 501

©TNS 2012 35

Low mobile lifecycles, especially among younger consumers, will further
facilitate the adoption of smartphones

Average mobile lifecycles - months
Smartphone penetration
Global 37 42 30%
Europe 37 48 31%
Spain 31 41 49%
Male 28 40 56%
Female 34 43 43%
16-21 28 46 52%
22-30 26 32 64%
31-40 32 32 55%
41-50 30 51 45%
51-60 38 49 30%

2012 2011

C12. Time owned current handset | C13. Time until new handset | B1. Device (smartphone) ownership
Base: Mobile users 2012: Global 44220 | Europe 14183 | Spain 501 | Male 258 | Female 243 | 16-21 75 | 22-30 108 | 31-40 116 | 41-50 88 | 51-60 114
2011: Global 29777 | Developed 10183 | Europe 3947 | Spain514 | Male 258 | Female 256 | 16-21 67 | 22-30 107 | 31-40 125 | 41-50 124 | 51-60 90

©TNS 2012 36

Males and those in the aged above 31 years are willing to spend more on
their next phones

Price of handsets owned and desired (USD)

2.8

269
245
227

229 185
194 181

190173 155 173 156
182163 148 145
129 136
130 135 133
124 143 143
127 134 114
119 121108 115
107
103


Price willing to pay for next phone - $USD Price paid for phone $USD Price paid for phone 2011 $USD

C5. Price paid for phone (USD) | C14. Amount likely to pay for next phone (USD)
Base: Mobile users 2012: Global 44220 | Developed 18950 | Europe 14183 | Spain501 | Male 258 | Female 243 | 16-21 75 | 22-30 108 | 31-40 116 | 41-50 88 | 51-60 114
2011: Global 29777 | Developed 10183 | Europe 3947 | Spain514 | Male 258 | Female 256 | 16-21 67 | 22-30 107 | 31-40 125 | 41-50 124 | 51-60 90

©TNS 2012 37

Post-paid plans dominate the market; however a high share of users do not
have a data package

Payment plan Data package

%
11
18 14

28

7

9

80
42

Pre-paid Post-paid Other or combination Don’t Know
Pay as you go data bundle
Monthly data subscription - unlimited data allowance
Monthly data subscription - capped data allowance
Don’t know
Don’t have a data package

C16. Payment type | C17a. Data package type
Base: Mobile users – Spain 501

©TNS 2012 38

Interest for Dual SIM phones is high as it helps in maintaining work life
balance

Dual SIM
Capability Reasons for use / interest
62 % %

Maintain business & personal number 46
26
12
Saves money 28

Take advantage of operator deals 25

It helps me manage my life 17

Interest Usage One SIM for voice / another for data 27

24 To use phone in different cities 13
36
45
64 Share the phone with other people 16
31
Switch between GSM and CDMA 4

Yes No Don’t know

C1a. Dual SIM capabilities | C1b. Interest in dual SIM capabilities | C1d. Usage of dual SIM capabilities
Base: Mobile users – Spain 501 | Users with Dual SIM 61 | Users without Dual SIM 440 | Dual SIM users or those interested in dual SIM 221

©TNS 2012 39

Relatively high smartphone ownership in Spain is driven by 22-30 year olds
and males consumers

Smartphone ownership

%

64

56 55
52
49
45
43
39

30 31 30


B1. Device ownership (smartphone)
Base: Mobile users – Global 44220 | Developed 18950 | Europe 14183 | Spain 501 | Male 258 | Female 243 | 16-21 75 | 22-30 108 | 31-40 116 | 41-50 88 | 51-60 114

©TNS 2012 40

In addition, a further 15% of consumers are able to access the mobile
internet through advanced feature phones

Phone level
100%
93 77 78 73 75 78 82 81 56 66 60 57 74 64 77 68 63 71 59 71 61 68 32 59 56 50 58 48 52 47 54 49 43 36 30 45 40 45 47 43 48 38 43 44 39 31 36 33 32 34 30 28 27 28 25 16 13 13
90%
5
80%
11 13
70%
9 11
14
60% 13 14
13
17
15 16
50% 9 15 22
8 13 7 17 11
13
31 16 20
40% 14 19 26
19 15 20 12
21 12
30% 44 16 17
10
9 20 7 17
20% 8 18 5 14 18
20 26 28
8 31
13 18 16 12 8
10% 16
5
3 6 9 9 10 10 10 11 13 14 14 15 17 18 18 18 19 20 21 22 22 22 25 25 27 30 31 33 33 33 34 37 38 38 39 39 41 41 45 45 45 45 46 47 47 47 49 51 51 53 56 58 59 63 64 73 74 82
0%
Greece
Uganda

Vietnam

Spain

Australia
Romania

France

UK
New Zealand

Italy
Pakistan

Poland

Senegal

Turkey

Hungary

Japan
Nigeria
Argentina

Mexico

Slovakia

USA

Sweden
Canada
South Africa

Philippines

China

Denmark

Malaysia

Norway

UAE
Ghana

Chile

Korea
Cameroon
India

Ukraine
Egypt
Indonesia

Columbia

Taiwan

Switzerland
Finland

Germany

Ireland

Singapore
Tanzania

Russia

Saudi Arabia
Kenya
Czech Republic

Thailand

Brazil

Israel

Netherlands

Hong Kong
Belgium
Portugal

CoteD’Ivoire

Smartphone Advanced feature phone Basic feature phone

Level of phone ownership

©TNS 2012 41

Tns mobile life 2012 spain

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