Outlook of Smartphone Usage in Brazil: A Study Analysis Made by Wmccann and Grupo

OUTLOOK OF SMARTPHONE USAGE IN BRAZIL
A STUDY ANALYSIS MADE BY WMCCANN AND GRUPO.MOBI

RESEARCH BY IPSOS MEDIACT
PRESENTATION TOPICS
1. A rapid market evolution 2. Smartphones 3. Internet mobile 4. Social media 5. Mobile content 6. Apps and games 7. Feature phones 8. Near future
GOALS
Investigate how consumers relate to the brands, products and services using their mobile devices. And to provide a better understanding about this fast changing market.
Click to edit Master text styles
METHODOLOGY
Ipsos Online Panel
1000 interviews in total Men and Women, Brazilians residents Ages: from 14 to 59 years old Interviews applied in the 7 main
Brazilians urban centers High, Middle and Low middle classes 100% mobile phone owners Surveyed in February 2011
1. A RAPID MARKET EVOLUTION
A rapid market evolution

50.4% of smartphones owners bought their last device in the last 6 months, indicating that the market has been changing very quickly.
HOW LONG HAVE YOU HAD THIS MOBILE PHONE?

Total Less than 3 months From 4 to 6 months From 7 months to 1 year From 1 to 1 year From 1 to 2 years More than 2 years
Base: full sample
Feature phone 11.8% 12.4% 18% 16.2% 11.6% 30.1%
Smartphone 24.7% 25.7% 17.7% 15.2% 4.8% 11.9%
15.7% 16.4% 17.9% 15.9% 9.5% 24.6%
WHEN DO YOU INTEND TO CHANGE YOUR MOBILE PHONE

Base: full sample
Feature phone 20% 24.4% 20.2% 17.4% 6.6% 11.5%
Smartphone 12.8% 18.7% 23% 23% 11.9% 10.7%
17.8% 22.7% 21% 19.1% 8.2% 11.2%
WHEN DO YOU INTEND TO CHANGE YOUR MOBILE PHONE

Base: full sample
17.8% 22.7% 21% 19.1% 8.2% 11.2%
44.4% of the owners of a feature phone Feature phone intend to Smartphone change their mobile phones in the next 20% 6 months.12.8%
24.4% 20.2% 17.4% 6.6% 11.5%
18.7% 23% 23% 11.9% 10.7%
2. SMARTPHONES
Smartphones
The smartphone has reached the mass. Almost 1/3 of the internet users (30.3%) own a smartphone. It means that there are approximately 19 millions smartphones in Brazil.
SMARTPHONE OWNERS
40.0%
30.0%
20.0% 35.2% 33.8% 24.2% 10.0% 15.3% 24.9%
0% Work and study Work Study Smartphone

Base: full sample
Unemployed
Housewife
SMARTPHONE OWNERS
50%
38%
25%
49.7% 33.5%
13% 19.0%
0% high class middle Smartphone

Base: full sample
low middle
SMARTPHONE OWNERS
50%
38%
25%
49.7% 33.5%
Good penetration rate, even for the lower middle class

19.0%
13%
0% high class middle Smartphone

Base: full sample
low middle
40.5% of low middle class intend to change their mobile phones in less than 6 months.
SMARTPHONE OWNERS
40%
30%
20% 34.6% 28.6% 10% 29.5% 33.2% 21.9% 21.1%
0% Ages 14-17 Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-59 Smartphone
Base: full sample
SMARTPHONE OWNERS
40%
Presented among all age groups
30%
20% 34.6% 28.6% 10% 29.5% 33.2% 21.9% 21.1%
0% Ages 14-17 Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-59 Smartphone
Base: full sample
MAIN SMARTPHONES BRANDS IN BRAZIL

Even though its price is very high in Brazil, the iPhone has already gained an important market share.
35.0%
8.4% 9.8%
5.1%
13.0% 10.9% 17.8%
Nokia Others Blackberry
Samsung Apple
Motorola LG
Base: Smartphone owners
DO YOU ACCESS THE INTERNET USING YOUR MOBILE PHONE?

100%
75%
50% 83.1% 25%
97.4%
89.4%
88.5%
85.7% 72.3% 61.8%
0% Total Apple LG Nokia Yes

Blackberry
Samsung
Motorola
HOW OFTEN DO YOU ACCESS THE INTERNET USING YOUR MOBILE PHONE?
80.00%
60.00%
40.00%
20.00%
0% Apple More than 1 hour per day Once a week or less often Blackberry Everyday LG Motorola 4 to 6 days a week Nokia Samsung 2 to 3 times a week
Base: interviewees who access the internet through mobile phones
HOW OFTEN DO YOU ACCESS THE INTERNET USING YOUR MOBILE PHONE?
80.00%
60.00%
75.5% access the internet every day
40.00%
20.00%
0% Apple More than 1 hour per day Once a week or less often Blackberry Everyday LG Motorola 4 to 6 days a week Nokia Samsung 2 to 3 times a week
DO YOU USUALLY SHARE CONTENT THAT YOU FIND INTERESTING USING YOUR MOBILE PHONE?
100%
75%
50%
84.3% 63.4% 66.0% 54.2% 36.9% 61.2% 59.4%
25%
0% Total Apple Blackberry LG Yes

Base: smartphone owners who access the internet through mobile phones
Motorola
Nokia
Samsung
DO YOU USUALLY SHARE CONTENT THAT YOU FIND INTERESTING USING YOUR MOBILE PHONE?
100%
75%
They tend to share more content.
50%
84.3% 63.4% 66.0% 54.2% 36.9% 61.2% 59.4%
25%
0% Total Apple Blackberry LG Yes

Motorola
Nokia
Samsung
HAVE YOU EVER PURCHASED ANY ITEM ON WEBSITES OR E-COMMERCE APPS USING YOUR MOBILE PHONE?
80%
60%
40%
62.6%
20%
14.5% 14.7% 2.9% 5.5% 14.5%
10.5%
0% Total Apple
Blackberry
LG Yes
Motorola
Nokia
Samsung
80%
60%
40%
62.6%
They are the biggest shoppers using a mobile phone
20%
14.5% 14.7% 2.9% 5.5% 14.5%
10.5%
0% Total Apple
Blackberry
LG Yes
Motorola
Nokia
Samsung
WHAT IS YOUR MOBILE PHONES BRAND?

Averadge Apple Blackberry Samsung LG Nokia Motorola 0% Ages 1417
Base: full sample
25% Ages 1824 Ages 2534
50% Ages 3544
75% Ages 4554
100% Ages 5559
WHAT IS YOUR MOBILE PHONES BRAND?

Averadge Apple Blackberry Samsung LG Nokia Motorola 0% Ages 1417
Base: full sample
Its the brand with the strongest relationship with young people.
25% Ages 1824 Ages 2534
50% Ages 3544
75% Ages 4554
100% Ages 5559
Changing the habits

The features and type of devices impact the way the consumers use their phones. The iPhones consumer is the most active user and is more likely to interact online. To increase the media coverage, the brands must invest in other platforms as well.
3. INTERNET MOBILE
DO YOU ACCESS THE INTERNET THROUGH YOUR MOBILE PHONE?

40.8% already access the Internet through mobile phones The internet mobile access is now similar to the tradicional access (by computers) comparing data from the beggining of 2007.
40.8% 59.2%
Yes
Base: full sample
No

50%
38%
25%
44.8%
49.0% 42.8% 38.7% 30.0% 19.5%
13%
0% Ages 14-17 Ages 18-24 Ages 25-34 Ages 35-44 Yes

Base: full sample
Ages 45-54
Ages 55-59

90%
68%
45%
83.1%
23% 22.5% 0% Featured phone Yes

Base: full sample
Smartphone

90%
68%
45%
The access to the internet tends to grow due to an increasing smartphone selling
83.1%
23% 22.5% 0% Featured phone Yes

Base: full sample
Smartphone
47% already use a mobile

broadband (3G)
The number of access using

53.0% 47.0%
mobile broadband is bigger than the tradicional broadband (cable, fiber, etc.).
Yes
No
4. SOCIAL MEDIA
Social Media
The access to the social networks through a mobile phone is already a reality in Brazil.
SOCIAL MEDIA PENETRATION THROUGH MOBILE PHONES

33.9% of the interviewees access social networks through mobile phone
33.9%
66.1%
Yes
Base: full sample
No
SOCIAL MEDIA PENETRATION THROUGH MOBILE PHONES

Taking in consideration just the users who access the internet from their mobile phones, this number reaches up to 83%. This penetration rate is similar to the access through computers.
83.0%
17.0%
Yes
No
Base: interviewed consumers who access the internet through mobile phones
Social Media
In Brazil, social networks are already one of the most accessed contents from a computer. This is also true considering mobile access.
WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR MOBILE PHONE?

All
Google Orkut Facebook Twitter MSN (portal) Globo.com Yahoo! UOL Terra IG LinkedIn 68.1% 49.4% 46.9% 36.6% 35.5% 25.3% 16.5% 14.9% 10.3% 5.7% 2.9%
High class
83.8% 43.2% 59.6% 38.6% 20.2% 35.5% 23.6% 20.3% 21.9% 2.4% 7.7%
Middle
68.6% 48.4% 40.7% 38.4% 36.7% 22% 14.3% 15.1% 9.8% 7.2% 2.6%
Low middle
55.3% 56.4% 50.3% 31.3% 44.6% 24.6% 15.7% 10.3% 2.6% 5% 0%

All
High class
83.8% 43.2% 59.6% 38.6% 20.2% 35.5% 23.6% 20.3% 21.9% 2.4% 7.7%
Middle
68.6% 48.4% 40.7%
Differently from the access through 36.7% computers, Facebook is very close to Orkut, even 22% C. for the class
Low middle
55.3% 56.4% 50.3% 31.3% 44.6% 24.6% 15.7% 10.3% 2.6% 5% 0%
38.4%
14.3% 15.1% 9.8% 7.2% 2.6%

All
Featured phone
61.7% 48.7% 35.4% 27.1% 37% 22.4% 16% 14.8% 6.8% 6.4% 0.3%
Smartphone
72.1% 49.9% 54% 42.6% 34.6% 27.1% 16.7% 15% 12.4% 5.3% 4.5%

All
Google Orkut Facebook Twitter MSN (portal) Globo.com Yahoo! UOL Terra IG LinkedIn 68.1% 49.4% 46.9% 36.6%
Not having a smartphone 35.5% doesnt mean the user wont access social networks 25.3%
Featured phone
61.7% 48.7% 35.4% 27.1% 37% 22.4% 16% 14.8% 6.8% 6.4% 0.3%
Smartphone
72.1% 49.9% 54% 42.6% 34.6% 27.1% 16.7% 15% 12.4% 5.3% 4.5%
16.5% 14.9% 10.3% 5.7% 2.9%
Considering the social class difference and the type of mobile devices, there is little variation on the access to the websites.

90.00%
67.50%
45.00%
22.50%
0%
Fa ce bo ok
Or ku t
tte r
Ya ho o!
UO L
Gl ob o. co m
ke dI n
IG
SN
Li n
High class
Middle
Low Middle
No ne
of th em
Te rra
Go og l
Tw i
(p
or ta l)

80.00%
60.00%
40.00%
20.00%
0%
Fa ce bo ok
Or ku t
tte r
Ya ho o!
UO L
Gl ob o. co m
ke dI n
IG
SN
Li n
Smartphone
Featured phone
No ne
of th em
Te rra
Go og l
Tw i
(p
or ta l)
Social Media
Social media apps are one of the most downloaded apps, and considered to be one of the most important ones.
WHICH ONE OF THESE APPS HAVE YOU DOWNLOADED/INSTALLED TO YOUR MOBILE PHONE?
All
Games Social Networks Instant Messenger Utilities such as alarm, calendar, calculator, etc. Radio/Music Maps Microblog (Twitter) 79.5% 71.3% 70.1% 51.3% 51.2% 49.4% 42.9%
Featured phone
77.5% 54% 46.7% 38.9% 60% 20.3% 19.4%
Smartphone
80.2% 77.5% 78.5% 55.7% 48% 59.9% 51.3%
Base: interviewees who are used to download apps to their mobile phones
AND WHICH ONE OF THEM ARE THE TOP 3 MOST IMPORTANT FOR YOU?
All
Social Networks Instant Messenger Games Utilities such as alarm, calendar, calculator, etc. Microblog Radio/Music Maps 52.4% 43.9% 38.8% 24.8% 24.6% 23.6% 18.3%
Featured phone
50.3% 42.9% 53.7% 22.5% 13.3% 31.5% 9.9%
Smartphone
53.2% 44.2% 33.4% 25.6% 28.6% 20.8% 21.4%
Base: interviewees who are used to download apps to their mobile phones
Social media
Social networks are constantly used to share different contents.
WHAT DO YOU USE TO SHARE YOUR CONTENT

70.00%
52.50%
35.00%
17.50%
0%
So cia ln et wo rk s
ue to ot h
tte r
ai l
sc re en
e m
SM
Tw i
Base: interviewees who share contents
Sh
ow
on
th e
Bl
5. MOBILE CONTENT
Mobile content
Despite of the mobile fast growing rates, there is still a small number of mobile websites and brazilian apps. There is a huge opportunity for the companies to position themselves and gain more participation in the mobile market.
I WISH THERE WERE MORE MOBILE CONTENTS TO ACCESS THROUGH MY MOBILE

50.00%
37.50%
25.00%
12.50%
0% Agree
Disagree
I WISH THERE WERE MORE MOBILE CONTENTS TO ACCESS THROUGH MY MOBILE

50.00%
37.50%
More than 50.4% of the smartphone owners would prefer if there were more content to access through mobile phone
25.00%
12.50%
0% Agree
Disagree
THE AVAILABLE FORMAT OF THE CONTENT IS NOT FOR ME
40.00%
30.00%
20.00%
10.00%
0% Agree
Disagree
THE AVAILABLE FORMAT OF THE CONTENT IS NOT FOR ME
40.00%
30.00%
49,5% believe that the existing content for mobile phones are still not properly configured.
20.00%
10.00%
0% Agree
Disagree
HOW DO YOU ACCESS NEWS PORTALS?

6.50%
22.60%
Almost 1/3 (29.1%) of the interviewees already access news websites through mobile phones on the same frequency or more.
70.90%
I usually access more from my mobile phone I access from my mobile phone as much as from my computer I access more from my computer
Base: interviewees who access the internet from their feature phones and are used to access this type of service and content
Mobile content
The efforts/ investments spent on traditional web has become less efficient because at least 1/3 of the consumers are accessing the web through a mobile phone. Most of the marketing campaigns send their users to an unprepared website that are usually not adapted to attend the mobile environment.
HOW DO YOU ACCESS E-MAIL?

9.7%
Almost 1/3 (31.4%) of the interviewees already access their e-mail through a mobile phone at the same frequency or more.
21.7%
68.6%
HOW DO YOU ACCESS THE SEARCH TOOLS?

4.3%
26.0%
Almost 1/3 (30.3%) of the interviewees already access the search tools through mobile phones at the same frequency or more.
69.7%
HOW DO ACCESS SOCIAL NETWORKS?

The same occurs with social media campaigns (33%) which usually send the users to their brands websites or microsites. And, most of these websites are not 23.5% prepared for the mobile format. 67.0% Considering Twitter, 42.9% of the users access the microblog through their mobile devices at the same I usually access more from my mobile phone I access from my mobile phone as much as from my computer I access more from my computer frequency or more.
9.5%
Shopping
Only a small percentage of the biggest Brazilian retailers have websites that are properly adequate to the mobile environment. There are companies that have already started to worry about the mobile universe, but they usually end up coming up with a solution just for one mobile brand. (ex.: iPhone) Even with this scenario, the number of consumers that purchase an item using their mobile phone is already reasonable.
16%
12%
8%
14.50% 12.50%
15.80%
4%
0% Total Feature Phone Yes

Smartphone
HAVE YOU EVER MADE ANY PURCHASE IN WEBSITES OR ECOMMERCE APPS THROUGH MOBILE PHONES?
40%
30%
20%
37.30%
10% 15.80% 9.40% 0% Total High class Yes

9.40%
Middle
Low middle
DO YOU USE ANY ONLINE BANKING SERVICE ON YOUR MOBILE PHONE?

26%
20%
13% 22.30% 17.40% 7%
25.30%
0% Total Featured phone Yes

Smartphone
DO YOU USE ANY ONLINE BANKING SERVICE ON YOUR MOBILE PHONE?

40%
30%
20% 31.20% 25.30% 10% 26.70% 15.90%
0% Total High class Yes

Middle
Low middle
Mobile TV
18.5% of the devices have TV (analogue or digital) It means there are, at least, 10 millions devices with this feature. Most of these mobiles are from an unknown brand (most from China), nevertheless they provide a variety of features with a smaller price.
VAIC E71 (ITS NOT A NOKIA PHONE)

Analog TV 2 SIM cards 2 Cameras Flash Shake function Video camera FM radio Bluetooth Voice recorder MP3 and MP4 Memory card slot
VAIC E71 (ITS NOT A NOKIA PHONE)

Analog TV 2 SIM cards 2 Cameras Flash Shake function Video camera FM radio Bluetooth Voice recorder MP3 and MP4 Memory card slot
(an Samsung Star Lite TV costs U$ 450)
U$ 40
Mobile TV
And this base has been ignored in 2 aspects: 1. for those who have Digital TV in their mobile phone, it is true to say that the content hasnt yet been adapted to the proper size of the screen, neither to the consumer profile or addapted to be consumed in a specific moment of the day. 2. This audience is not being measured
Mobile TV
This number (10 million of devices with TV) is very close to the number of paid TV subscriptions in Brazil. The paid TV started being measured in Brazil when it had less than 1 million subscriptions. Obviously the paid TV subscription is per residence and not per head, but it helps to illustrate the importance of this number.
6. APPS AND GAMES
DO YOU USUALLY DOWNLOAD SPECIFIC APPS TO YOUR MOBILE PHONE?

64% of the smartphone owners who access the internet download apps.
36.0%
64.0%
NO
YES
ARE YOU USED TO DOWNLOAD SPECIFIC APPS ON YOUR MOBILE PHONE?

70%
53%
35%
67.4%
61.9%
65.5%
18%
0% High class Middle Yes

Low middle
ARE YOU USED TO DOWNLOAD SPECIFIC APPS ON YOUR MOBILE PHONE? Download apps is a
70%
common habit to all social classes and group ages.
53%
35%
67.4%
61.9%
65.5%
18%

Low middle

80%
60%
40% 64.0%
73.3% 48.5%
20%
0% Total Male Yes

Female

80%
60%
Men download more apps
40% 64.0%
73.3% 48.5%
20%
0% Total Male Yes

Female
Apps and games

Although games apps proved to be the most downloaded content, the users tend to delete them from their devices after a small period of time. We believe that people are not buying the game itself, but a way of entertaining themselves.
WHAT KIND OF APP DO YOU USUALLY DOWNLOAD TO YOUR MOBILE PHONE?

57% of the apps installed per month are games Average of 12 games installed per month Avarage of 9 other type of apps installed per month
43.0% 57.0%
Games
Other apps
Base: Smartphone owners who download apps
WHATS THE PERCENTAGE OF GAMES AND OTHER APPS IN YOUR MOBILE PHONE
39.7% of the installed apps are games.
39.7% 60.3%
Games
Other apps
Base: smartphone owners who download apps
6. FEATURE PHONES
Feature phones?
Usually, market share in Brazil is measured by sales. Due to the grey market and the resale between the consumers, those numbers dont reflect on its market share. This study portray the market share considering the usage.
FEATURE PHONES, YES. BUT NOT THAT CONVENTIONAL

A considerable part of the feature phones already have advanced features (such as Wi-Fi, GPS or touch screen) there were only found on smartphones.
30.3% 50.2%
19.5%
Smartphone Feature phones with advanced features (Wi-Fi, GPS or touch screen) Feature phones
Base: full sample
MINI HIPHONE N8
Touch screen Bluetooth Shake control Rotation sensor Analog TV 2 SIM cards 2 Cameras FM radio Video camera Voice recorder MP3 e MP4 Memory card slot
MINI HIPHONE N8
Touch screen Bluetooth Shake control Rotation sensor Analog TV 2 SIM cards 2 Cameras FM radio Video camera Voice recorder MP3 e MP4 Memory card slot
(the original iPhone costs U$ 1,200)
U$ 75
FEATURES PRESENTED IN MOBILE PHONES

Total
Alarm Clock Calendar/Agenda Camera Voice recorder AM/FM radio Bluetooth Video camera MP3 Memory Card Touch screen Wi-Fi GPS Television
Base: full sample
Featured phone
96.2% 91.6% 80.8% 74.8% 79.7% 70.8% 70% 68.7% 65.7% 19.2% 9.6% 9% 16.6%
Smartphone
96.7% 98.6% 98% 91.6% 78.1% 96.1% 94.3% 94.1% 88.7% 61.8% 70.7% 56.5% 23%
96.4% 93.8% 86% 79.9% 79.2% 78.5% 77.3% 76.4% 72.7% 32.1% 28.1% 23.3% 18.5%
THE MOST RELEVANT FEATURES FOR SMARTPHONE OWNERS
SMS
62.8%
Wi-Fi
62.0%
MP3
47.8%
Alarm clock
46.5%
Camera
39.4%
Base: full sample and smartphone owners
Featured phones?
Mobile phones with advanced features also have an important role in this change. They enable the users to experience and learn more about the features usually presented only on smartphones.
7. NEAR FUTURE
Near future
In a few years, the cheapest mobile phone will have the same features already presented in the most expensive mobile phones today. This technological evolution tendency is common and will continue to happen. Considering the smartphone sales, this transition will have a bigger impact in the mobile market in the next few years.
Near future
And there is a new element: the tablet. As it had happened before with the iPhone entrance, this market will suffer another radical change. A news that has already become a desire to all users among all users (66%) from all ages and social classes.
DO YOU INTEND TO BUY A TABLET?
80%
60%
40% 69.6% 66.1% 61.5% 68.3% 66.1% 71.3%
20%
0% Years 14-17 Years 18-24 Years 25-34 Years 35-44 Yes

Base: full sample
Years 45-54
Years 55-59
DO YOU INTEND TO BUY A TABLET?
80%
60%
40% 68.1% 67.1% 63.8%
20%

Base: all the sample
Low middle
Elaborated by Ricardo Cavallini Vice President of Convergence, WMcCann ricardo.cavallini@wmccann.com Terence Reis Partner Director of Operations, .Mobi terence@pontomobi.com.br
PRESS RELEASE Gabriela Costa (11) 3775-3024 gabriela.costa@wmccann.com

Outlook of Smartphone Usage in Brazil: A Study Analysis Made by Wmccann and Grupo

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OUTLOOK OF SMARTPHONE USAGE IN BRAZIL

A STUDY ANALYSIS MADE BY WMCCANN AND GRUPO.MOBI

Click to edit Master text styles

Ipsos Online Panel

1. A RAPID MARKET EVOLUTION

A rapid market evolution

HOW LONG HAVE YOU HAD THIS MOBILE PHONE?

Feature phone 11.8% 12.4% 18% 16.2% 11.6% 30.1%

Smartphone 24.7% 25.7% 17.7% 15.2% 4.8% 11.9%

15.7% 16.4% 17.9% 15.9% 9.5% 24.6%

WHEN DO YOU INTEND TO CHANGE YOUR MOBILE PHONE

Feature phone 20% 24.4% 20.2% 17.4% 6.6% 11.5%

Smartphone 12.8% 18.7% 23% 23% 11.9% 10.7%

17.8% 22.7% 21% 19.1% 8.2% 11.2%

WHEN DO YOU INTEND TO CHANGE YOUR MOBILE PHONE

17.8% 22.7% 21% 19.1% 8.2% 11.2%

24.4% 20.2% 17.4% 6.6% 11.5%

18.7% 23% 23% 11.9% 10.7%

20.0% 35.2% 33.8% 24.2% 10.0% 15.3% 24.9%

0% Work and study Work Study Smartphone

0% high class middle Smartphone

Good penetration rate, even for the lower middle class

0% high class middle Smartphone

20% 34.6% 28.6% 10% 29.5% 33.2% 21.9% 21.1%

Presented among all age groups

20% 34.6% 28.6% 10% 29.5% 33.2% 21.9% 21.1%

MAIN SMARTPHONES BRANDS IN BRAZIL

13.0% 10.9% 17.8%

Nokia Others Blackberry

Base: Smartphone owners

DO YOU ACCESS THE INTERNET USING YOUR MOBILE PHONE?

50% 83.1% 25%

85.7% 72.3% 61.8%

0% Total Apple LG Nokia Yes

Base: interviewees who access the internet through mobile phones

75.5% access the internet every day

Base: interviewees who access the internet through mobile phones

0% Total Apple Blackberry LG Yes

They tend to share more content.

0% Total Apple Blackberry LG Yes

They are the biggest shoppers using a mobile phone

WHAT IS YOUR MOBILE PHONES BRAND?

25% Ages 1824 Ages 2534

50% Ages 3544

75% Ages 4554

100% Ages 5559

WHAT IS YOUR MOBILE PHONES BRAND?

25% Ages 1824 Ages 2534

50% Ages 3544

75% Ages 4554

100% Ages 5559

Changing the habits

DO YOU ACCESS THE INTERNET THROUGH YOUR MOBILE PHONE?

DO YOU ACCESS THE INTERNET THROUGH YOUR MOBILE PHONE?

49.0% 42.8% 38.7% 30.0% 19.5%

0% Ages 14-17 Ages 18-24 Ages 25-34 Ages 35-44 Yes

DO YOU ACCESS THE INTERNET THROUGH YOUR MOBILE PHONE?

23% 22.5% 0% Featured phone Yes

DO YOU ACCESS THE INTERNET THROUGH YOUR MOBILE PHONE?

23% 22.5% 0% Featured phone Yes

DO YOU ACCESS THE INTERNET THROUGH YOUR MOBILE PHONE?

47% already use a mobile