THE MOBILE

INTERNET CONSUMER
UK 2013
AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
THE MOBILE INTERNET CONSUMER - UK 2013 |
Preface
2
The Mobile Internet Consumer - UK 2013 report produced by Vserv.mobi
addresses the audience insights of the growing mobile internet user base in
UK. 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.
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 - UK 2013 |
DEMOGRAPHICS
3 THE MOBILE INTERNET CONSUMER - UK 2013 |
THE MOBILE INTERNET CONSUMER - UK 2013 |
5%
36%
32%
27%
Over 2/3rd of the mobile
internet users in UK belong to
18 to 35 years age group
4
Age
Less than 18 yrs
18-24 yrs
25-35 yrs
more than 35 yrs
13%
EUROPE
21%
29%
37%
THE MOBILE INTERNET CONSUMER - UK 2013 |
5 out of 9 mobile
internet users in UK are
men
Male Female
39% 61%
44%
56%
5
Gender
*EUROPE
THE MOBILE INTERNET CONSUMER - UK 2013 |
3rd of the mobile internet users in UK are Graduates or
Post-Graduates
Graduate / Post Graduate
Diploma / Undergraduate
Schooling upto 12 yrs
6
Education
32%
34%*
36%
31%*
22%
24%*
Uneducated
10%
11%*
*EUROPE
THE MOBILE INTERNET CONSUMER - UK 2013 |
1 out of 4 mobile
internet users in
UK are students
7
Occupation
Business
10%
Self Employed
Professional
11%
Full-time job
25%
Part-time job
7%
33%*
12%*
12%*
9%*
Earning class
53%
Currently
not working
15%
Housewife
7%
Student
25%
13%*
8%*
13%*
*EUROPE
THE MOBILE INTERNET CONSUMER - UK 2013 |
CONSUMPTION PATTERN
8 THE MOBILE INTERNET CONSUMER - UK 2013 |
THE MOBILE INTERNET CONSUMER - UK 2013 |
54%
44%
51%
27%
Mobile internet users in
UK have downloaded
more multimedia content
as compared to rest of the
countries in the region
Game / App Video Music Themes
9
Mobile content downloaded in the
last month
*EUROPE
78%* 35%* 38%* 31%*
THE MOBILE INTERNET CONSUMER - UK 2013 |
Download mobile content
Find a good deal on something
Learn about a brand
Locate something nearby
Mobile internet users enjoy getting content and deals through mobile
ads. Brands leveraging this consumption behavior drive higher
engagement & recall.
10
Users love mobile ads that help them...
65%
38%
38%
36%
*EUROPE
56%*
38%*
37%*
42%*
THE MOBILE INTERNET CONSUMER - UK 2013 |
PURCHASING POWER
11 THE MOBILE INTERNET CONSUMER - UK 2013 |
THE MOBILE INTERNET CONSUMER - UK 2013 |
Payment Cards
46%
Consumer Durables
60%
Automobiles
27%
3rd of the mobile internet users in
UK have claimed to own a tablet
Connected Devices
Computers Tablets
34% 56%
12
Product Ownership
*EUROPE
65%* 42%* 76%* 52%* 51%*
THE MOBILE INTERNET CONSUMER - UK 2013 |
Restaurant
Movie Theatre
Shopping Mall / Market
4 out of 5 mobile internet users in UK have been to a
shopping mall/ market in the last month
13
Affluent Lifestyle
51%
29%
78%
*EUROPE
47%*
41%*
76%*
About the study
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.
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 Associations 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)
For more information, please visit www.mmaglobal.com. For information relating
to the MMAs Mobile Marketing Forum series, please visit
www.mobilemarketingforum.com.
About Vserv.mobi
Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi
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.
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. AudiencePros audience
targeting capabilities and AppWrappers "One Click" SDK integration for App
Developers continue to empower the mobile ecosystem.
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.