Google mobile internet Asia

Mobile Internet
Insights
Report India

Ipsos MediaCT Germany
The Media, Content and Technology Research Specialists

June 2011

Worldwide
Smartphone Shares

SWE
NOR
FIN

RUS
GBR
DNK

DEU
POL
CZE
NLD
FRA KOR

CHN JPN
HKG
AUT TUR
USA
CHE
ESP ITA
TWN
ISR THA
IND
MYS

SGP

IDN
ZAF
AUS

2

Agenda

1 Background & Objectives

2 Research Design

3 Management Summary

4 Mobile Internet Insights

5 Demographics

Google Confidential and Proprietary 3

1. Background
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point for offering
products, services as well as information satisfying
true customer demands.

1. Objectives
• This survey is designed to gain insight into usage of the
mobile internet on smartphones across the world.
• In detail:
• Facts and Figures about smartphones, their usage and
relevance
• Internet Usage in general, search, video, social
networking, mobile advertising and m-commerce
via smartphones – partly in comparison to PCs.

2. Research Design
• Method: Online interviews
• Target group:
• Private smartphone users who use the internet
• Distribution according to Enumeration Study
• Sample Size: n= 1.000

The Universe of this Survey

Step1: F2F
23% Enumeration
Private smartphone Study
users

Private smartphone
n= 1000 users who use the
mobile internet


1/3

» Management Summary: Facts and Figures about Smartphones
The typical smartphone user: 18-34 years old, educated and working
Smartphones are rather a gadget of the younger ones – the majority of users are between 18-34 years old,
coming from the educational “middle” and are full time employed with an income between Rs 12.000 to
60.000 and even more (87%). Many users are new to this smart world (80% first device), around 58%
joined within the past 12 months.

Devices, their role and usage: Important accessory – always and everywhere
Nokia used by 51%, with clear distance to other brands. Rather un-mobile location usage place number 1: at
home followed by on-the-go and at work. Important as purse and key, two thirds don ’t leave the house
without the smartphone. Users are driven by the possibility of killing time and having the internet when on
the go. Internet usage – especially browsing (48% last week) and emailing (47%) – is very important for
smartphone users. Only 11% of users do not have cross-media usage habits: the majority does something
in parallel when using the smartphone, like listening to music (77%) or even using the internet on a further
device (48%).

2/3

» Management Summary: Internet Activities in Detail
Internet Usage: High frequency and number of daily sessions
The typical smartphone user accesses the web every day (56% mobile, 64% fixed) with several sessions on a
usage day – however rather short ones on mobile and longer ones on PC. 66% expect to spend more time
on the mobile web via smartphone in the future. Future web usage on PC is expected to be lower (43%).

Search: High frequency and Google the one
Search engines of major relevance in everyday search (80% mobile, 85% fixed). Only 10% never use local
search and nearly all (93%) mention further actions after looking up specific information, with 45% making a
purchase. For the majority Google is not only one of the used search engines but the number one search
engine at clear interval to others.

Videos: Medium frequency and YouTube the one
Around every second smartphone is used to watch videos daily. YouTube most used video site – regardless
of device (77% mobile, 86% fixed) followed by Facebook (63% mobile, 70% fixed).

Social Networking: High frequency and Facebook the one
73% access social networks via smartphone every day – 62% post personal updates daily. THE social
network is Facebook (89% mobile, 88% fixed).

3/3

» Management Summary: Mobile Advertising and Commerce
Mobile Advertising: Accepted on medium level but high awareness
57% would not mind mobile ads as long as they receive a goody. 43% have used a mobile coupon in a store.
82% have noticed mobile advertising a least sometimes – mostly on search engines and apps. Majority
(88%) has taken action after seeing a mobile ad.

Mobile Commerce: Growing shopping channel hindered by security and convenience
56% use the smartphone for price comparison or product information when shopping – nearly half changed
their mind on purchase as a result of retrieving information via smartphone. 50% does not only use the
smartphone when shopping physically but shops directly via this device – 69% of them within the past
month. Preference of fixed PC and fear that purchase might not be secure are main barriers of mobile
commerce.
63% anticipate a higher purchase rate via smartphone within the next 12 months.

4. Mobile Internet Insights

4.1 Smartphones: Devices, Usage and Relevance

4.2 Internet Usage

4.3 Search

4.4 Video

4.5 Social Networking

4.6 Mobile Advertising

4.7 M-Commerce


Preliminary Remark for Reading Results:
Definition of Target Groups

100%
n=1000 All respondents:
Views based on
total population

All private
smartphone users:
Views based on
average 1 – 4 phones
23%
n=229
All main privately
used smartphones:
Views based on most
frequently used device only


Used Devices
» 94% of urban Indian citizens use a Mobile Phone / Smartphone

37%

Mobile phone / Desktop / Laptop / MP3- / Media Netbook / Handheld Tablet PC / eReader
Smartphone PC Notebook player with Webbook gaming device Slate/ Pad
Web access

Netcount
Laptop / Desktop
Base: All respondents, n=1000
Q1: Which, if any, of the following devices do you currently use?

Number and Type of Used Phones
» 11% of urban Indian citizens have more than one phone
+ dk
+ dk
+ 2
+
+ 11% have
two phones

dk

83% have
1 one phone

Q2: And how many mobile phones or smartphones do you currently use?
Q6: And which of the following best describes your phones?

Share of Mobile Phones vs. Smartphones
» 23% of urban Indian citizens use a smartphone for personal
reasons

Mobile
94% Phone

74%

Smart-
Phone

23%

Q1: Which, if any, of the following devices do you currently use?
Q6: And which of the following best describes your phones?

Number of Smartphone & Usage Duration
» For 80% of smartphone users it is the first smart device

No

Yes

Base: All main privately used smartphones, n=229
Q7: Is your … your first smartphone?
Q8: How long have you been using your smartphone?

Brands and OS of Smartphones
» National and smartphone representative shares

OS

Base: All respondents, n=1000; All private smartphone users, n=229 Shares among general public
Q3: And what are the brands of your phones?
Q5b: And what are the operating systems of your phones? Shares among smartphone users

Smartphoner’s Mobile Web Usage Behaviour
» 23% use search engines at least once a day via smartphone

Internet in
general

Emailing

Search
engines

Social
Networking

Video sharing

High: Multiple times per day to once a day Middle: Few times to once a week Low: Few times to less than once a month
Base: All main privately used smartphones, n=229
Q9: Using the scale below, please indicate approximately how frequently you use the Internet in general and specific services
and types of websites via your browser or apps on your smartphone?

Smartphoner’s Web Usage Behaviour
» Heavier general internet usage on PC / laptop

Mobile Internet Users

Usage on
(n=229)
Smartphone


Usage on (n=159)
PC / Laptop

Mobile Internet Non-Users

Usage on (n=26!)
PC / Laptop

Base: All main privately used smartphones, !=very small base
Q10: And how frequently do you use the Internet in general and specific services and types of websites on your computer ?

» Heavier e-mailing on PC / laptop


Usage on
(n=229)
Smartphone


Usage on (n=159)
PC / Laptop


Usage on (n=26!)
PC / Laptop


» Heavier search on PC / laptop


Usage on
(n=229)
Smartphone


Usage on (n=159)
PC / Laptop


Usage on (n=26!)
PC / Laptop


» Heavier social networking on PC / laptop


Usage on
(n=229)
Smartphone


Usage on (n=159)
PC / Laptop


Usage on (n=26!)
PC / Laptop


» Heavier video sharing on PC / laptop


Usage on
(n=229)
Smartphone


Usage on (n=159)
PC / Laptop


Usage on (n=26!)
PC / Laptop


4.1 Smartphones: Devices,
Usage and Relevance

Duration of Smartphone Usage
» For 80% the current smartphone is the first one – 58% of users are
rather new, joined the smart world within the past 12 months.

No
Yes

Base: Private smartphone users who use the internet in general, n= 1000
Q7: Is your phone your first smartphone / mobile phone with advanced capabilities or PC-like functionality?
D1: How long have you been using smartphones?

Used Top 5 Brands & Operating Systems
» Nokia with the highest market share followed by Samsung and
Micromax – Symbian most used OS followed by Android.

Q3: And what is the brands of your phone?
Q5b: Which operating system do you have on your phone?

Smartphone Usage Places
» Home is the usage place No. 1 – also on-the-go and at work.

Home

On-the-go

At work

Restaurant

Public transport

Café or coffee shop

In a store

At a social gathering/function

Airport

School

Doctor's office
Ever used
Somewhere else
Used in last
None of these used last 7 days 7 days

Q16: Where do you use your smartphone? Please select first at which locations you ever use it
- even if only seldom - and secondly where you used it within the last seven days.

Relevance of the Smartphone
» Smartphones as important as purse and key: house not left
without.

I don't leave the house without my smartphone.

My smartphone provides me with information
which is relevant to me.

I access information on my smartphone and
follow-up to find more information on my
computer.
I expect the websites I visit on my smartphone
to be easy to navigate and access as they are
when I visit them
I would not mind receiving ads on my
smartphone if I had any kinds of freebies or
rewards for free.

My smartphone is more entertaining than TV.

I intentionally have my smartphone with me to
compare prices and inform myself about
products.
I read magazines/newspapers less often (if at
all) as I prefer to access this content on my
smartphone.

Base: Private smartphone users who use the internet in general, n= 1000; Top-2 boxes
Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5.
A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement.

Triggers of Smartphone Usage
» Passing away some time and having internet on-the-go are the top
triggers for using the mobile web.

My smartphone is good to pass away some
time while I'm waiting e.g. for the train or bus.

I use the Internet on my smartphone to get
information when I'm not in front of a computer
or other Internet enabled device.

I don't want to miss out on anything when I'm
on the go.

I'm a modern person and feel that I should
have Internet on my mobile as a kind of
accessory.
My smartphone provides me with the answer to
my questions quickly when I need an
immediate answer.
I want to use websites/functions of the Internet
via my smartphone without being seen easily
(at school/work).
I use the Internet on my smartphone because
it costs less than on my computer or other
Internet enabled device.

I have no other Internet access at home –
so I use my smartphone.


Parallel Media Usage
» 89% with parallel media usage – listening to music and using the
Internet on other devices main parallel activities.

Listen to music

Use the Internet on another Internet
enabled device

Watch movies

Play video games

Watch television programs

Read the newspaper or a magazine

Read a book

Do not do other things while I use the
Internet on my smartphone

None of these

Base: Private smartphone users who use the internet in general and who were online yesterday with their smartphone, n= 909
Q22: When you use the Internet on your smartphone which if any of the following - do you do at the same time?
Please note that we mean doing things on other devices - not doing many things at the same time on your smartphone.

Activities with the Smartphone – Top 10
» Browsing, emailing and listening to music main activities.

Browsed the Internet

Emailed (sent or read)

Listened to music

Took a photo or video

Used a search engine for a general search

Accessed a social network

Used a search engine for product search

Used an application

Played games Ever used
Used in last
Watched videos on a video sharing website 7 days

Q23: Which of the following activities do you do with your smartphone?
Please indicate whether you ever do this at all and if yes if you did this within the last 7 days.

Usage of Apps
» Approx. one half of all Apps (Ø 15) with monthly active usage – an
average of 4 apps are paid ones – Apps: increasing anticipated
usage.

Numbersn= 1000
of Ø 15
owned Apps Apps

Usage of Ø8
Apps in n= 998
last 30 days Apps

Numbers of Ø4
purchased 998
n=
Apps
Apps

Usage of
Apps in n= 1000
next 12
months

Q24: How many apps do you currently have on your smartphone?
Q25: How many have you used actively in the last 30 days?
Q26: How many have you purchased for a certain amount in an app store?
Q28: Please think about the usage of apps in the next 12 months. How will your app usage change?

Online Days: Per Week
» More than half use mobile web daily, computer with a slightly
higher internet usage than smartphone.

Smartphone

n= 1000

Computer

n= 966

Base: Private smartphone users who use the internet in general / also the computer
Q18: Thinking about the last seven days on how many days were you online with ...?

Online Sessions per Day: Yesterday
» More than half with multiple online sessions per day –
regardless of device.

Smartphone

n= 968

Computer

n= 944

Base: Private smartphone users who use the internet in general / also the computer and who were online in the last 7 days
Q19: Now thinking about yesterday how often were you online with ... ?

Duration of Online Sessions: Yesterday
» Mobile web on smartphone mostly used for several short sessions
– computer for longer ones.

Smartphone

n= 909

Computer

n= 864

Base: Private smartphone users who use the internet in general / also the computer and who were online yesterday
Q20: And how long were you online for each of these sessions yesterday?

Future Internet Usage
» 66% expect increasing future usage of mobile internet – increase of
fixed internet usage expected by 43%.

Expect to spend …

Smartphone

n= 1000

Computer

n= 966

Q21: Thinking about the next 12 months what do you expect how will you be using the Internet with your ... ?

Usage Frequency of Search Engines
» Search engines with high usage – daily: 80% on smartphone,
85% on computer.

Smartphone

n= 989

Computer

n= 962

Base: Private smartphone users who use the internet in general / also the computer and who are searching via search engine
Q31: How often do you do searches (via Google Yahoo! Bing etc.) on your ... ?

Used Search Engines
» Google No. 1 with great competitive advantage – no matter on
which device.

Usage
general
Mainly
used

n= 1000/ n= 989 n= 966/ n= 962
Base: Private smartphone users who use the internet in general / also the computer and who are searching via search engine
Q29: Which of the following search engines do you use to search for information on your ... ?
Q30: Which of the following search engines do you use most often on your ... ?

Local Searches on the Smartphone
» Every second with daily usage – purchase: 45%.

Visited the website of a
business or service

Made a purchase (net)

Visited a business (e.g. store
restaurant)

Called the business or service

Looked up business or
service on a map or got
directions to a business or
service
Have not taken any action as
a result of looking up local
information

n= 1000 n= 900

Base: Private smartphone users who use the internet in general / who look at least less than once a month for information
Q33: How often do you do searches (via Google Yahoo! Bing etc.) on your ... ?
Q34: Which of the following actions have you taken after having looked up this type of information?

Usage Frequency of Watching Videos
» 53% with at daily usage of videos on smartphone – only slightly
higher frequency via computer.

Smartphone

n= 1000

Computer

n= 966

Q35: How often do you watch videos via websites or apps on your ... ?

Frequency of Forwarding Online Videos
» 45% of users forward videos on the smartphone on a daily base –
only slightly higher frequency on the computer.

Smartphone

n=937

Computer

n= 950

Base: Private smartphone users who use the internet in general / also the computer and who watch at least less than
once a month a video
Q37: How often do you forward videos you have seen on an online video platform to others on your ... ?

Used Video Sites
» YouTube No. 1 – Facebook also used as platform for videos.

Others

n= 937 n= 950
Base: Private smartphone users who use the internet in general / also the computer and who watch at least less than
once a month a video
Q36: What sites do you typically visit to access online videos on your ... ?

Usage Frequency of Social Networks
» Daily visits of social networks via smartphone by 73% – slightly
higher daily usage via computer.

Smartphone

n= 1000

Computer

n= 966

Q38: How often do you visit a social network (via websites or apps) on your ... ?

Frequency of Posting Personal Information
» 62% with a daily update of new content on social networks via
smartphone – similar usage behavior via computer.

Smartphone

n= 968

Computer

n= 950

Base: Private smartphone users who use the internet in general / also the computer and who visit at least less than
once a month a social network
Q40: How often do you share information about yourself (e.g. status messages) on a social network platform
with others on your ... ?

Used Social Networking Sites
» All eyes on Facebook – regardless of device.

n= 968 n= 950
Base: Private smartphone users who use the internet in general / also the computer and who visit at least less than
once a month a social network
Q39: What social networks do you typically visit on your ... ?

Attitude towards Mobile Advertising
» 57% would permit advertising on their smartphone if they would get
rewards or freebies.

I would not mind receiving ads on my
smartphone if I had any kinds of
freebies or rewards for free.

I have used a mobile coupon to
purchase a product in store.


Awareness of Mobile Advertising
» 82% notice advertising at least sometimes – search engines with
highest advertising recall followed by apps and video websites.

On a search engine

In an app

On a video website

On a retailer website

In a video advertising

Others

Don't know/ no answer

n= 1000 n= 922

Base: Private smartphone users who use the internet in general; n=1000
Q41: How often do you notice advertising when you are using the Internet or an app on your smartphone?
Q42: Where have you noticed the advertising when using your smartphone?

Actions Taken on Advertising
» 88% with “action after ad attention” – 12% took no further action.

Clicked on the ad
Made a purchase (net)
Visited the website of the advertiser or
retailer
Looked for more information on my
smartphone
Looked for more information on my desktop
PC or Internet enabled device
Made a purchase online using my desktop
PC
Went to the store/retailer/business to get
additional information
Made a purchase in store
Made a purchase online using my
smartphone
Located the advertiser on a map/looked for
directions to the advertisers physical
location
Called the advertiser/retailer by clicking on
the phone number on my phone
Called the advertiser or retailer at a later
time
None of these

Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 922
Q43: Which of the following actions if any have you taken as a result of seeing a mobile ad of any type on your smartphone?

Relevance of Smartphone for Shopping
» 56% use the smartphone for price comparison or product
information. 49% have changed their mind about purchasing a
product or service in store as a result of information retrieved via
smartphone.

I intentionally have my smartphone with me
to compare prices and inform myself about
products.

I have changed my mind about purchasing a
product or service in store as of a result of
information I gathered using my smartphone.

I have changed my mind about purchasing a
product or service online as of a result of
information I gathered using my smartphone.


Purchase Behaviour via Mobile
» 50% with mobile web purchase – 69% of these with a purchase in
the past month.

No

Yes

n= 496

No Yes

n= 1000

n= 496

Base: Private smartphone users who use the internet in general
Q44: Have you ever purchased a product or service over the internet on your smartphone?
Q45: Have you made a purchase by using your smartphone in the past month?
Q47: How frequently do you purchase products or services with your smartphone?

Kind of Goods purchased online/ offline
» After search on smartphone preference of purchase in store.

and and and and didn‘t
didn‘ Did not research
purchased purchased purchased purchase this product via
via smartphone via computer offline it after research smartphone
All products 52% 59% 61% 66% 70%
Tickets 23% 23% 14% 18% 22%
Entertainment items 22% 17% 20% 19% 22%
Business travel 18% 21% 11% 17% 33%
Beauty and cosmetic items 16% 15% 14% 15% 41%
Leisure travel 16% 21% 13% 19% 30%
Wireless or cell phone service 16% 18% 18% 20% 28%
Electronics 15% 19% 25% 22% 19%
Financial products 15% 15% 13% 20% 37%
Clothing or Apparel 14% 17% 21% 16% 32%
Household cleaning/laundry products 14% 13% 12% 15% 46%
Grocery and food items 13% 14% 15% 16% 43%
Television service 13% 16% 18% 17% 36%
Automobiles or auto-related parts or accessories 12% 12% 17% 19% 40%
Home furnishings 12% 15% 13% 18% 42%
Home improvement products 12% 13% 13% 18% 44%
Jewellery or watches 12% 15% 15% 17% 41%
Office supplies products or technology 12% 16% 15% 19% 38%

Q48: Listed below are various products or services.
For each of these products or services please indicate which statement applies to you.

Future plans M-Commerce
» 63% with higher expected purchase rate in the next 12 months via
smartphone.

Don‘t know /
no answer

No

Yes

Q51: Do you expect making purchases on your smartphone more often in the next 12 months?

Barriers for M-Commerce
» Preferred closure of buying process via computer – 40% with
security concerns regarding purchase via smartphone.

Would prefer to use a PC/
laptop for these services

Doesn't feel secure

Too complicated

Too expensive
Yes No
Payment is too complex

Payment features were
not available
Never heard of these
services
n= 1000

Other mentions

n= 504

Base: Private smartphone users who use the internet in general
Q44: Have you ever purchased a product or service over the internet on your smartphone?
Q46: Why have you not made a purchase using your smartphone?

Purchases from Smartphone
» 75% use their smartphone during the shopping process – mostly at
the beginning when looking for inspiration.

Use my smartphone at the very beginning
of my shopping when I am looking for
inspiration, ideas etc.

Use my smartphone in the middle
of my shopping, when I try to
evaluate the products

Use my smartphone throughout
my whole shopping

Use my smartphone at the very end
of my shopping when I will
purchase the products

Use my smartphone after my shopping
process when I write reviews about the
products I purchased

Do not use my smartphone in any
of these situations

Q49: When during your shopping process do you generally use your smartphone?

Demographics 1/2
Private smartphone users
who use the internet in general

18 - 24 Years 46%
25 - 34 Years 32%
35 - 44 Years 18%
Age
Age 45 - 54 Years 3%
55+ Years 1%
Average Ø 28,2

Male 75%
Gender
Gender Female 25%

Low 10%
Education
Education Middle 51%
High 39%

Employment
Employment Active (full + part time) 76%
Status
Status Inactive 23%

Demographics

Demographics 2/2

Marital
Marital Alone 57%
Status
Status Together 42%
1 Person 4%
2 Persons 13%
Household
Household
size 3 Persons 27%
size
4 Persons 27%
5 Persons and more 29%
0 Children 43%
Number
Number 1 Child 36%
of children
of children 2 Children 16%
3 Children and more 5%
Top
(more than 60.000 Rs) 39%
Monthly
Monthly
household Middle
household (12.000 – 60.000 Rs) 48%
income
income Low
(less than 12.000 Rs) 8%

Urban 83%
Region
Region Suburban 15%
Rural 3%

Demographics

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