Ponencia de tns en el Mobile World Congress
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Transcript of Ponencia de tns en el Mobile World Congress
©TNS 2013 2
Agenda
1Understanding consumers
2A land of opportunity or scarcity?
3Money from misers
©TNS 2013
Understanding consumers
3
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Ask them – Mobile Life
37,700 interviews
43 markets
2013: 8th year
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Measure them – Mobile Behave
Phone Features
Browser
AppsNetwork & Data
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A land of opportunity or scarcity?
6
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Guess the countries!
48 74 93
% of data use via 3/4G
Source: Mobile Life 2013, Question D19, data users
India
USA
China? ? ?
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Guess the countries!
48 74 93
% of data use via 3/4G
Source: Mobile Life 2013, Question D19, data users
IndiaUSA China
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Higher income = lower proportion of data via 3G
48 43 74 60 93 84
% of data use via 3/4G
Source: Mobile Life 2013, Question D19, data users High incomeLow income
IndiaUSA China
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China – passed inflection point on smartphone adoption
In-market price of phones
Willing to pay for next phone
Source: Mobile Life
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China now a bigger market than US
US
China
Source: Flurry Analytics
201320122011
250
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App ecosystem is large and dynamic
78% of high income users have
more than 100 apps
Each month on average
4 installed
1 uninstalled
Source: Mobile Behave 2012, Base = 521 high income consumers
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Series1 57 28 15
Agree Neutral Disagree
… but doesn’t drive much revenue
‘I only download free apps’
Sources: Skoeld 2012, Mobile Life 2013 - base 976 high income consumers
Apple app store:
18% downloads 3% revenue
from China
from elsewhere
%
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% using app category
Behaviours suggest minimising data usage a priority
Music & Video
Social Networking
Camera
Clock
Browsing
Calendar
Calculator
IM
Entertainment
Games
Productivity
Books & Reference
Travel
Shopping
Finance
Photography
News & Weather
86
84
75
74
70
68
62
56
54
53
41
35
37
34
31
30
30
29
37 mins
116 mins
70 mins
Average duration per week amongst users
Sources: Mobile Behave 2012, Behavioural data. Base = 521 high income consumers
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IM usage cannibalising SMS – esp. for high income groups
Sources: Mobile Life 2013 (base (IM users) 895 high income), Mobile Behave 2012 (bases 222 medium income, 422 high income)
Change in SM...
52
38Fewer
Same
More
SMS messages sent per week
24
12Medium income
High income
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Money from misers
16
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Give them what they want – here are the top opportunities
controlling home
video calling
augmented reality
live TV
GPS
stream video
8
24
20
30
38
39
35
25
22
19
16
16
53
45
50
45
39
40
4
7
8
5
6
5
Using Interested Not interested Don't know%
Sources: Mobile Life 2013 (base 1249 high income respondents)
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A partir de Abril 2013…
…Más resultados de la nueva edición de Mobile Life
Para más información:
Alberto RelañoJulián Camarillo, 42. (Ed. Treviso)28037 MadridTel. 91 432 87 00e. [email protected]
www.tnsglobal.es
