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Accenture mobile web watch internet usage survey 2012 Accenture mobile web watch internet usage survey 2012 Document Transcript

  • Mobile Web Watch 2012Mobile Internet—spawning new growthopportunities in theconvergence era
  • ContentsExecutive Summary 3Usage Behavior 6Drivers of Usage 12Challenges 16Opportunities 20About the Survey 24Conclusion 26
  • Executive SummaryMobile devices are rapidly becoming the primary medium to access theInternet across age groups, and across mature and emerging markets.In a world brimming with smarter smartphones, tablets, notebooks andother affordable Web-enabled mobile devices, and powered by betternetwork coverage, faster broadband connections, Wi-Fi networksand the explosive growth of mobile apps, the demand for ubiquitousavailability of Internet is only getting stronger. Little wonder then thatthere is so much excitement around every new version of a smartphoneor tablet.A survey conducted by Accenture on Internet access Consumers are now more willing than ever before to paythrough mobile devices confirms that mobile Internet usage for premium services. The survey also identifies mobilecontinues to be on a sharp upward trajectory. Indeed, it payments as a significant growth avenue with growinghas now reached the stage when market players across use and awareness of these services. The opportunity incommunications, media and technology should look forward augmented reality services is huge with half the mobileto business opportunities and the operational efficiencies of a Internet users surveyed expressing interest or planning tomass market. That is, if they are prepared for it. use these services in the future. In fact, a large segment are even willing to pay for cloud services. A key driver of mobileThe survey, conducted across 13 countries in Europe, Latin Internet usage has been significant improvements in networkAmerica and South Africa, brings to the fore five key trends quality and coverage over the years—the user’s primaryin the digital consumer’s behavior that have implications criterion in selecting a service provider. The survey highlightsnot only for players in telecommunications, media and how consumers are increasingly looking for superior Internettechnology, but also for those in other industries such as experience on their mobile devices, similar to what they areretail, utilities and automotives. used to on their computer or television. While on-the-goA key finding of the survey is that a majority of Internet online services, such as news, traffic and travel information,users connected to the Internet with a mobile device in and banking are of the highest importance to mobile Internetthe past one year, with smartphones emerging as the most users, concerns regarding data security persist, especiallypopular mobile Internet access medium. In fact, activities or for those using or considering the use of cloud services.transactions on mobile Internet have become so much a part With users expressing annoyance with online advertising,of daily life that those who don’t own a mobile Web-enabled marketing companies will need to focus on more targeteddevice intend to buy one soon. A growing number of mobile advertising.Internet users are using their mobile devices to receive and In the following pages, we explore these findings in greatersend e-mails, connect on online communities or for instant detail and discuss the implications they may have formessaging. The survey identifies usability and mobile apps companies looking at seizing the opportunity arising out ofas the primary drivers of mobile Internet use, with a higher the growing use of mobile Internet.proportion of users having downloaded programs and apps ontheir mobile devices in the past one year. 3
  • • 69% of all Internet users did so through a mobile device• 61% did so through a smartphone, 37% through a netbook and 22% through a tablet• 73% of men compared to 66% of women• 58% for personal matters compared to 20% for work-related matters• 45% of those above 50 use mobile internet• 62% accessed online communities such as Facebook• 46% conducted a banking transaction using their mobile device• 71% downloaded programs or apps on their mobile device• 57% downloaded or viewed short videos (less than 5 minutes)• 70% have concerns over data security• 78% are interested in cloud consumer services• 87% are interested in premium technical services• 36% accessed the Internet through a TV and 27% through a gaming console4
  • Core Findings• Growing use of mobile Internet • There is an app for everything South Africa and Brazil were ranked as the More than 60 percent used their mobile device highest users accessing the Internet on mobile to access online communities such as Facebook, devices while France, Germany and Finland were while mobile banking growth is also evident with among the lowest. 46 percent using a mobile device to conduct a• Narrowing gender gap banking transaction. In total, 71 percent of mobile Internet users have downloaded programs or apps 73 percent of men among the respondents on their mobile device. accessed the Internet on a mobile device as compared with 66 percent of women. • Videos on mobile grabbing eyeballs• More personal than work-related use 57 percent of the users downloaded or viewed short videos of less than five minutes. 58 percent of the respondents accessing the Web on a smartphone did so for personal matters as • Quality is king against 20 percent doing so for work-related Quality of the network is an important criterion matters. in choosing a network provider for access to the• Finally the world is always on Internet over a mobile device while cost of data is ranked as the fourth-most important factor. 85 percent use their mobile device to access the Internet once a day or more. Of those accessing • Data security concerns impede mass adoption online communities, Twitter or mobile blogging, 70 percent of mobile Internet users are worried over 80 percent do so more than once a week. about data security while 23 percent perceive the• Gen X showing growing appetite for mobile over monthly cost of accessing the Internet on their Internet mobile device to be higher than expected. A little over 80 percent of those in 14-29 age • Opportunity to monetize new services. bracket accessed the Internet on a mobile device, 87 percent of respondents are interested in but at least 45 percent of those above the age of premium technical services, and 78 percent in 50 were also involved in such activities. consumer cloud services. Respondents would be willing to pay to benefit from them, with over half of respondents willing to pay up to $10. 5
  • Usage Behavior6
  • Internet through mobile devicespoised to outpace access fromstationary devices?The mobile Internet, the popularity of which is evident in the the age of 50 used their smartphones for Internet-relatedbuzz generated around every new mobile phone or tablet, is activities.. While the overall upward trend is evident acrossclose to being a mass market. An average of 69 percent of all the countries that were surveyed, the emerging markets ofInternet users connected to the Web with a mobile device in Brazil, South Africa and Russia showed the highest adoptionthe past 12 months. Of these, 61 percent used smartphones of smartphones (above 70 percent on average) for Internetfor accessing the Internet. Among non mobile Internet users, use. The rising popularity of smartphones in Brazil, South46 percent expressed interested in buying a Web-enabled Africa and Russia for Internet use is in line with developmentsmobile device in the future. This as an increasing number of in other emerging markets such as India. These countries,innovative touchscreen models with great image resolution, with a dearth of fixed lines, have been witnessing a mobilefaster Internet access and attractive built-in social media and phone revolution of hyper growth for some years now, fuelledmobile payment apps are hitting the market every day. in part, by declining costs—both of devices and subscription rates—and a growing wealthy middle class. The widespreadThe increasing use of mobile Internet is relevant across all lack of personal computers, relatively more expensive thanage groups. Of the 61 percent of respondents who used mobile phones, meant that for many people, the mobile phonesmartphones for accessing the Internet, more than 70 percent would be the first entry into the Internet world.were in the younger age group (between 14 and 39 years).Interestingly, approximately 45 percent of those aboveMobile devices used in the past 12 months to access the InternetMultiselect • Mobile Internet usage is now a 69% of respondents mass market with 69% ofSmartphone 61% users having got have used mobile connected to the Internet throughNetbook 37% devices to access the a mobile device in the past 12 Web in the last 12 monthsTablet 22% months • Smartphones are the most popular mobile access method 94% of to the Internet with 61% of respondentsComputer/Laptop 92% respondents using smartphones have used versus 37% for netbooks and stationary 22% for tabletsTV 38% devices to • Age is a differentiating factor access the with 82% of those aged 14-29Gaming console 29% Web in the accessing the Internet on a last 12 mobile device versus only 45% months for people above 50Source: Mobile Web Watch Survey, 2012Base: All respondents(n=17,225; Excluded Don´t know answer)Figure 1a. Internet users connecting to the Web through mobile devices.© 2012 Accenture. All rights reserved. 7
  • Strong demand for Web-enabled Usage patterns show increasing usemobile devices of smartphones for work-relatedNot surprisingly, the emerging markets lead mature markets activitiesin our survey in terms of future demand too. For example, According to the survey, 58 percent of the people accessingmore respondents in the emerging markets than in mature the Web on a smartphone did so for personal matters versusmarkets, expressed their intention to buy a web enabled 20 percent for work-related activities. The proportion ofmobile phone in the near future (Brazil 78 percent, Russia 73 professional work done on other mobile devices such aspercent, Mexico 61 percent, South Africa 57 percent versus tablets was higher than that on smartphones. As morean average of 40 percent for all countries). However, the and more people use their mobile devices for work-relateddemand has been rising over the years. Reflecting inherent matters, a trend in consumerization of IT is developing withdemand across all the countries surveyed, an average of 60 implications for enterprise IT. Companies are already workingpercent of those who do not own a mobile phone or who do towards allowing consumer devices for work-related activitiesnot access the Internet through their mobile phone have tried to lower costs, increase productivity and improve employeeto use mobile Internet at least once; 45 percent said they engagement, creating a mixed device environment wherewere considering doing so in the near future. private and social data from native and web apps resideWhile smartphones are the dominant mobile devices for alongside mission-critical enterprise data.Internet access, the rising popularity of netbooks (37 percent Additionally, the survey shows that of those accessing theof the participants) and tablets (22 percent) shows that the Internet a large proportion of them (85%), do so at leastdigital consumer seeks an array of features while connecting once a day. The frequency of use highlights that the mobileto the Internet, anywhere, anytime. Indeed, their increasing or digital consumer now has a choice of activities that can beuse across countries and across demographics highlights conducted on a mobile phone other than just making phonethe unprecedented computing power in the hands of the calls and texting.hyperconnected consumer. This segmentation of the mobiledevice market revealed by the survey has implications fornot only device manufacturers but also for players in thecommunications, media and technology value chain, suchas communication service providers, device manufacturers,content providers, communications operators, Internetsecurity companies and Internet advertisers.8
  • Gender differences in mobileInternet usage are blurringThe gender differences in the usage pattern continues to bethe same as in previous Accenture surveys (which were limitedto three countries—Austria, Switzerland and Germany) withmore men (73 percent) than women (66 percent) using mobileInternet but there is evidence that the gap is narrowing. Forexample, in Germany, the differences have nearly disappearedwith 59 percent of the men surveyed accessing the Webthrough mobile devices against 58 percent women comparedwith 37 percent and 17 percent, respectively in 2011. Thereare, of course, some countries such as Finland and Austriawhere the gender bias is significantly wide. However, resultsfrom Ireland, where the reverse situation exists with 78percent of women and 76 percent of men using mobileInternet, also suggest mobile Internet use may follow theoverall demographic gender profile of the country in time.Men are still using mobile Internet more frequently than womenMobile devices used in the past 12 months to access the Internet(e-mails, apps, news, downloads)% who used a mobile device to access the Internet Male Female 82% 80% 79% 77% 78% 77% 78% 76% 75% 75% 76% 76% 73% 72% 70% 71% 70% 68% 65% 66% 66% 62% 63% 64% 59% 58% 53% 48% ZA CH BR MX ES AT IE IT AVG RU FI UK FR DEBase: All respondents(n=17,225; Excluded Don´t know answer)Source: Mobile Web Watch Survey, 2012 8Figure 1b. Gender differences in mobile Internet access are narrowing.© 2012 Accenture. All rights reserved. 9
  • Growing use of mobile Internet fore-mail, phone or video calls and socialmediaReceiving and sending e-mails continues to be the most The frequency of these activities is also trending upwards. Thepervasive use of the Internet on mobile devices with 70 survey shows that of those into mobile blogging or accessingpercent using an e-mail program installed on their mobile online communities or Twitter, over 80 percent did so moredevice or via the website of an e-mail provider (60 percent). than once a week with younger people more active than older people: 53 percent of those aged 14-19 compared to 25Phone or video calls via Internet ranks as the top activity percent of those in the above 50 age bracket. This trend ofamong mobile device users (79 percent of the users indicated using mobile devices for social media and online communitiesthis service as “quite and extremely important”). However, provides the key to understanding consumer behavior anda host of other activities such as messaging through social many mobile phone manufacturers focus on providing user-media, blogging and tweeting, and watching videos are also friendly features or embedded platform for such activities.on the rise; 62 percent of the respondents said they accesssocial media platforms and online communities through amobile device, and an equal percentage use instant messagingapps. Mexico and South Africa are the top users of theseservices, especially instant messaging (83 percent and82 percent, respectively), and blogging and tweeting (40percent and 39 percent, respectively). Following closely arerespondents in Brazil (73 percent) and Spain (70 percent)while France trails far behind with less than the average forall countries in the case of all these online services.10
  • Sending or receiving e-mails is still the most popular activity but others,such as online communities, blogging and banking, are catching up quickyActivities carried out on mobile Internet devices • Sending or receiving e-mail is the mostReceived and sent e-mails through popular activity among mobile 70%a mail program installed on the mobile device Internet users with 70% using their mobile device to receiveReceived and sent e-mails via the 62% and send e-mailwebsite of an e-mail provider • 62% used their mobile deviceUsed online communities/platforms such as to access online communities 62%MySpace, StudiV Z, Facebook, Xing, Tuenti such as Facebook, 61% forUsed instant messaging instant messaging, while 27%(AOL, Yahoo, Skype, Windows Instant 61% used it for tweeting and blogging.Messenger, G Talk, Whatsapp, Bbm) Mobile banking growth is also evident with 46% using aManaged banking transactions 46% mobile device to conduct a banking transaction.Mobile blogging and tweeting 27%Source: Mobile Web Watch Survey, 2012Base: All respondents using a mobile device to access the Internet (n=11,884; both personal or work related)Figure 1c: Online communities, blogging and mobile payments on the risen=11884; both personal or work-related© 2012 Accenture. All rights reserved. 11
  • Drivers of MobileInternet Usage12
  • Mobile apps accelerating mobileInternet useThe survey identifies mobile apps as one of the primary Information apps are the most popular app download indrivers of mobile Internet use. As a gateway to the Internet, Austria, Germany, Switzerland, the United Kingdom (UK),mobile apps are extremely convenient. Not surprisingly, the France, Italy, Ireland, South Africa and Russia. Entertainmentsurvey confirms that a higher proportion of those aged 14-29 apps are the most popular in Brazil, Mexico, Spain andyears downloaded apps (76 percent in the 15-19 age group Finland. More than half the mobile Internet users surveyedand 80 percent in the 20-29 age bracket) and music (71 have downloaded or viewed short videos (of less thanpercent in the 15-19 age group and 61 percent in the 20- 5-minute duration), checked weather information, retrieved29 age bracket). A higher share of men download programs travel information or read the news on their mobiles.or apps (74 percent) as compared to women (68 percent). The survey’s findings, highlighting the explosive growthMexico and South Africa again lead the pack with the most in consumer demand for communications, entertainment,number of respondents downloading apps and music. A commercial and social networking activities over themajority of the survey participants in Russia (66 percent) Internet will require significant and continued investment indownload ringtones. infrastructure upgrades by communications service providers. Planning for this in a systematic way is critical to ensure adequate finance is available and needs to be done as part of an overall strategy which seeks to capitalize on the potential revenue opportunities available to providers through offering new and additional services through this medium.Which of the following types of programs or apps have you downloaded fromthe Internet on your smartphone/tablet/netbook? Smartphone Tablet Netbook Information apps 73% 66% 76% 72% (train schedules, weather news) Entertainment apps 72% 61% 72% 70% (single or group games) Apps for arranging leisure activities 52% 54% 54% 53% (events, contacts with friends) Educational apps 42% 57% 51% 46% (language learning programs, reference works) Organizational apps 43% 41% 50% 49% (financial spreadsheets, voice recorder training, planning, nutrition guide) Apps that help, manage your money 30% 39% 38% 33% (household, bookkeeping, budget calculator) Fitness and health apps 32% 32% 33% 33% (training, planning nutrition guide)Source: Mobile Web Watch Survey, 2012Base: All respondents who download apps for any use (n=8,487, both personal)Figure 2a. Mobile apps fuelling Internet use through mobile devices.© 2012 Accenture. All rights reserved. 13
  • Choice of operating systems andusability adding to demandThe availability of different operating systems (OS) is also services they consider important—such as communications,fuelling the growth of mobile Internet. When it comes to traffic and travel information, banking and access todevices, 85 percent of the survey participants said that the social networks. The most preferred OS was Android (41OS was the most important factor in selecting a smartphone percent), followed by Microsoft Windows and iOS. In termsor tablet. This was the case with more 90 percent of the of geographic distribution, Android is the most preferred OSrespondents from countries such as Brazil, South Africa and in most countries except in Switzerland, the UK and IrelandMexico where there are heavy users of mobile phone apps. where the iOS is more popular and in South Africa where RIMThe OS is a crucial factor as consumers want easy access to is the most preferred OS.Which of the following is your preferred Operating system? 41% 22% 18% 9% 8% 2% Android IOS (Apple) Microsoft Symbian (Nokia) RIM (Blackberry) Bada (Samsung) WindowsSource: Mobile Web Watch Survey, 2012Base: Respondents using a smartphone or tablet who see operating systemas somewhat/very important(n=9,193; Excludes Don´t know answer)Figure 2b. Operating system is crucial in smartphoneand tablet selection.© 2012 Accenture. All rights reserved.14
  • Blurring device boundaries: Using the Internet via TV and gaming consolesGoing beyond drawing the attention of communications, media and technology players toward the growing popularityand use of mobile Internet, the Mobile Web Watch Survey 2012 also presents interesting findings around multideviceusage. Ushering in a second stage of evolution with Internet content relocating to multiple devices and platforms, aremarkably high—94 percent of the respondents—have used stationary devices such as personal computer, television(TV) or gaming console—to access the Web in the last 12 months. The survey reveals 38 percent of these respondentsaccessed the Internet through TV, a significant share considering that the uptake of “smart or connected TV” has beenmore pronounced only in the last couple of years. France (44 percent), Switzerland and Spain (42 percent), Mexico (42percent) and Brazil (40 percent) are among the countries with the highest numbers of respondents using the Internetthrough TVs. Internet TV access is the highest (approximately 40 percent) among those who are less than 40 years oldbut drops considerably beyond this age group. Around a third of the respondents have watched movies, TV shows orlonger video clips (more than 5 minutes) over the Internet on TV.Another device class that has emerged as an entry platform for consumers’ Internet activities is the gaming console with29 percent of respondents using these for accessing the Internet. Not surprisingly, the highest penetration of gamingconsoles is in the younger age group (44 percent among those between 14 and 19 years) but those in the 30-39 agebracket (33 percent) are also using the Internet via consoles. Internet access via consoles is the highest in Spain (36percent), followed by Mexico (34 percent), Ireland (33 percent), France (31 percent) and the UK (30 percent).With the boundaries of devices becoming increasingly blurred, these findings undoubtedly signal a new leap inconvergence that calls for market players to shape their service offerings to maximize the “connected world” experienceof consumers—both at home and on the go. 15
  • ChallengesData concerns persist, especially overcloud servicesThe consumer also wants a secure environment—70 percent Additionally, companies across the communications, mediaof the mobile Internet users surveyed had concerns about and technology value chain will need to take note of a findingthe security of their data. These concerns ranged from losing that reiterates the annoyance factor associated with onlinepersonal data, hacking of personal data to viruses harming advertising. A higher share of the mobile Internet users—whomobile devices in the case of 80 percent of those using or most often come across ad banners and coupons on tabletsconsidering the use of cloud services. and advertising through texting on smartphones—find these services annoying. This again brings to light the growingThis finding highlights a significant opportunity for cloud struggle of advertising and marketing companies in findingservice providers to work with network service providers to innovative ways of getting their messages across. Servicemeet the data security needs of the digital consumer through providers and content developers will need to exploreadapted tariff plans and appropriate privacy policies. opportunities to collaborate with marketing and advertising companies to overcome this barrier.16
  • Network quality is critical–consumers Cost of mobile Internet accessare looking for ubiquitous coverage perceived to be higher than expectedConsumers want ubiquitous coverage—a network that follows While the subscriber’s primary criterion in selecting a servicethem everywhere and provides compelling usage experience provider is the quality of network, the cost of data connectionanywhere. The survey shows that the subscriber’s primary falls just outside the top three network selection criteria,criterion in selecting a service provider is the quality of possibly because such costs have stabilized. However, it isnetwork—close to 90 percent of the respondents voted for still an important criterion for more than 80 percent of thenetwork quality and an almost equal number chose coverage respondents. Interestingly, while a majority (56 percent)as the basis for network selection. This was closely followed of the survey participants felt the monthly cost of mobileby connection speed (85 percent). This was true across Internet access was within their expectations, nearly aemerging markets as well as mature economies. In countries quarter considered it to be high. This perception could besuch Mexico, Brazil and South Africa, more than 90 percent a barrier to a faster adoption of mobile Internet among allof the survey participants cited network quality as the most Internet users.important basis on which they chose their network providerfor mobile Internet access. The network quality criterion wason the top of the list, which along with connection speeds Ad banners and advertising throughand cost of data connection, included other factors such asquality of customer service, device subsidy, contract period, texting considered to be annoyingdevices on offer and content from the service provider, and Additionally, companies across the communications, mediaspecial offers. and technology value chain will need to take note of a findingThe importance of all these criteria (which more than half that reiterates the annoyance factor associated with onlineof the respondents find crucial to their decision on network advertising. About 38 percent of the respondents consideredselection) implies that network providers will need to pay add banners as annoying and while just as many foundspecial attention to two basic things: constantly upgrading advertising through texting irritating. However, 66 percenttheir network and offering innovative subscription packages. were favorable to information on coupons and promotions—Significant investments in upgrading network quality and with 46 percent viewing it as informative and 20 percent ascoverage would indeed be a critical driver in driving mobile amusing. This again brings to light the growing challenge forInternet usage. advertising and marketing companies to develop innovative ways to reach out to their target audience. Service providers and content developers will need to explore opportunities to collaborate with marketing and advertising companies to overcome this barrier.What are the main concerns you have about consumer cloud services? Multi select I am concerned that my personal data (documents, phone numbers, e-mails) 47% could be lost I am worried that other people would access my data 44% without my knowledge I am worried that viruses and malicious programs 32% could harm my mobile devices I am not worried about using 21% consumer cloud services Source: Mobile Web Watch Survey, 2012 Base: All respondents interested in cloud/data storage services (n=6,475)Figure 3a. Data security is a concern, especially in consumer cloud services.© 2012 Accenture. All rights reserved. 17
  • Quality of network is the most important criteria in choosing anetwork provider for access to the Internet on a mobile deviceMost important criteria in the choice of a network provider for mobileInternet access • Quality of network andQuality of network 31% 58% 89% coverage were the mostCoverage 24% 64% 88% important criteria in choosing a network provider for InternetConnection speed 28% 57% 85% access through a mobile deviceCost of data connections 26% 55% 81% • 89% of the respondents saidQuality of customer service 29% 41% 70% quality of network wasPast experience with either very important or extremely 30% 34% 64%the provider importantThe device subsidy 24% 29% 53% • For 88%, coverage was most importantSubsidy on device 25% 29% 54% • Connection speed was the nextDevices on offer from 26% 26% 52% most important criteria,the network providersContent available from followed by cost 24% 27% 51%the network providerSpecial offers 24% 27% 51% Very important Extremely importantSource: Mobile Web Watch Survey, 2012Base: All able to choose their personal and work-related network providers (n=12,485)Figure 3b. Consumers want good network quality and coverage.© 2012 Accenture. All rights reserved.18
  • How do you view these advertising messages? Ad banners 38% 25% 24% 13% (n=6,444) Advertising through texting 37% 24% 27% 12% (n=4,679) Text messages or displays on special offers or promotions 22% 20% 38% 20% at a store near you (n=4,179) Information on special offers and promotions sent to your mobile phone 16% 18% 46% 20% (n=2,131) Coupons 9% 18% 48% 25% (n=4,184) Annoying Indifferent Informative Amusing Source: Mobile Web Watch Survey, 2012 Base: All respondents encountering advertising messagesFigure 3c. Monthly costs of accessing the Internet considered to be higher than expected.© 2012 Accenture. All rights reserved.Which statement about the monthly costs of accessing the Internetthrough your smartphone/tablet/netbook do you most agree with?My monthly cost is.... Smartphone Tablet Netbook More than expected 23% 25% 22% 16% What is expected 56% 53% 61% 60% Less than expected 21% 22% 17% 24%Source: Mobile Web Watch Survey, 2012Base: All respondents using a mobile device to access the internet (n=11,884)Figure 3d. Mobile Internet users find ad banners and advertising through texting annoying.© 2012 Accenture. All rights reserved. 19
  • Opportunities20
  • Mobile payments—a growth engineTelecom players, payment gateway companies and enterprises percent of the respondents have used their mobile deviceneed to note the growth potential in mobile payments. While for banking transactions. Banks are also increasingly addingonly 16 percent of smartphone and tablet users are currently the mobile platform to their mix of distribution channelsusing mobile payment services, 74 percent are aware of such to meet the growing demand for mobility. Not surprisingly,services and an additional 39 percent indicated they would be marketplace estimates put the number of m-banking usersinterested or plan to use mobile payment apps. Indeed, mobile globally at 500 million by 2010.banking (m-banking) features quite high among the morefavored mobile Internet activities. The survey shows that 46Are you using mobile payments on your smartphone/tablet Awareness Usage Currently using 16% Smartphone Tablet 55% 54% 58% Aware 74% Interested or planning to use 39% Do not use/not interested in using 45% Unaware 26% Source: Mobile Web Watch Survey, 2012 Base: All respondents using smartphone or tablet to access the Internet (n=10,815)Figure 4a. Mobile payments—growing awareness and use.© 2012 Accenture. All rights reserved.Augmented realityThe improved navigation features, lower data costs and plan to use such services soon. Overall, 23 percent of theavailability of a range of apps are convincing digital respondents in emerging markets are using augmented realityconsumers about the value addition of using mobile Internet. services against 14 percent in mature markets. The intendedNew and developing areas such as Near Field Communications adoption in the next 12 months will further widen this gap,and augmented reality services are set to push mobile with 26 percent of the respondents in emerging marketsInternet usage to a whole new level altogether. The Accenture saying they plan to use these services as against 20 percentsurvey hints at that possibility with the finding that across in mature markets.the 13 countries it surveyed, 17 percent of the smartphoneand tablet users are using augmented reality services anda further 50 percent indicated they would be interested or 21
  • Cloud services Willingness to pay for premiumA majority of the mobile Internet users (59 percent) are aware servicesof cloud and data storage services and are currently using While augmented reality services are yet to take off in a bigor are planning to use these services (56 percent). Moreover, way, one of the survey findings could have implications for78 percent of respondents who are interested in consumer the pricing strategies of mobile service operators (MSO). Ascloud services would be ready to pay for these. As expected, many as 87 percent of the respondents were willing to pay forthere is higher awareness of consumer cloud services among premium services while 78 percent were ready to do so forthe younger generation: 66 percent of those below 30 are cloud services. Nearly a quarter of these respondents wereaware of them, and close to half of them are either using willing to pay US$10–20 for premium services.these services already or plan to do so in the near future.Surprisingly, 50 percent of those above 50 are also aware ofcloud services and 23 percent are either using them or plan todo so.Awareness of cloud services is marginally higher in emergingmarkets (64 percent) than in mature market markets (57percent); the adoption rate is also expected to be far higher inemerging countries with half of our respondents saying theyare either using or intend to use these services in the future,as compared to 33 percent in mature markets. But the high cost in availing cloud services is proving to be amajor barrier to cloud adoption. Over half of those interestedin cloud services in mature markets would pay between US$5and US$10 for the services per month, with 22 percent notwilling to pay. In emerging markets, only 16 percent werewilling to pay up to US$10 per month.For which of these services do you use mobile payments throughyour smartphone/tablet? Multiselect Buying tickets for events 55% (concerts, cinema, theater) Buying train, flight tickets 46% Buying clothes or shoes 39% Buying other consumer goods 37% Buying food or groceries 22% (n=1,682) Source: Mobile Web Watch Survey, 2012 Base: All respondents using mobile payments on their mobile device (n=1,682)Figure 4b. Mobile Internet users are willing to pay for premium services.© 2012 Accenture. All rights reserved.22
  • Rising tablet usageThe growing popularity of tablets to access the Internet, short videos which run for less than five minutes while 52especially among the youth, is opening up new growth percent watched movies, TV shows or longer video clips (moreavenues for businesses. The survey shows that tablets are than five minutes). Other significant activities are checkingused across all age groups but attracts the highest usage prices (61 percent) and weather information or forecastsamong those in the age group 14-39. More than half the (59 percent), reading news (58 percent) and obtaining traveltablet users access the Internet at least once a day and about directions.30 percent of them do so several times a day. A majorityof the respondents who own tablets (66 percent) say theirInternet activities revolve around downloading and viewing 23
  • About the Survey24
  • The fifth edition of the Accenture Mobile Web Watch survey The survey probed the use of smartphones, tablets, netbooks,extends beyond the three countries (Austria, Switzerland and personal computers, television and gaming consoles toGermany) of the previous two surveys to include 10 other access the Internet; frequency of mobile Internet usage;countries: Brazil, Finland, France, Ireland, Italy, Mexico, Russia, range of activities on the Internet; use of social media,South Africa, Spain, Switzerland and the UK, covering 17,225 online platforms and online services on mobile devices;respondents. The 15-minute online survey was conducted in brand preferences for devices and operating systems;native languages with a sample representative of Internet the consumer’s criteria for network selection, ability andusers across age, gender (51 percent men and 49 percent willingness to pay for premium services; and the barriers towomen) and incomes. the adoption of mobile Internet. # Interviews by country Age Austria 789 14-19 years 10% Brazil 1,624 20-29 years 24% Finland 1,085 30-39 years 21% France 1,615 40-49 years 18% Germany 1,615 More than 50 years 27% Ireland 785 Italy 1,616 Mexico 1,611 Russia 1,637 South Africa 1,058 Spain 1,615 Switzerland 560 United Kingdom 1,615 Total 17,225 25
  • Conclusion26
  • The Accenture Mobile Watch survey, 2012, again underscores As communications, media and technology players trythe need for companies in the mobile Internet business to monetize the opportunities in the mobile Internetto focus on the basics first as the mobile Internet mass era (whether in the area of mobile payments, bankingmarket becomes a reality. For communications service transactions, augmented reality services, cloud servicesproviders (CSPs), that would mean a greater emphasis on or apps for tablets and smartphones), collaboration andbuilding network and more bandwidth, and on investing innovation will anchor and sustain the new ecosystem.to ensure better coverage and quality of service. These Collaboration with other service operators on network-improvements in infrastructure can help them in building sharing strategies could well be the key to balanceenduring relationships with customers and staying ahead consumers’ demand for quality with the inevitable highin this intensely dynamic environment. The hyperconnected cost of infrastructure investments. With the massiveconsumer—with unprecedented levels of computing power capital investments that will be needed to keep up withthan ever before thanks to innovative devices such as the increasing bandwidth, speed and quality demands,smartphones and tablets—is an active participant in the collaboration among all operators in the value chain willmarket and not just a passive recipient of services. help in bringing innovative services to the market. Building collaboration tools, IT and common industry platforms toThe trend of multidevice Web access that the survey incubate and test new ideas could add significant value tohighlights presents a real opportunity for communications, offerings and quickly add capabilities which the operatorsmedia and technology companies to outperform the currently lack. This will lead to new alliances and businesscompetition through differentiated, multidevice and models, efficient back-office and business processes asmultiplatform offerings. The possibilities associated with a companies build faster go-to-market strategies and a strong“connected world” have already been demonstrated through focus on innovation to stay ahead of the competition. Asthe growing uptake of connected homes and over-the-top mobile Internet approaches mass market stage, the variousTV services. Broadcasters, technology companies and service players in the ecosystem—from mobile service providers toproviders need to brace themselves for a new generation of content generators—will be compelled to explore avenues forWeb users looking for increased interoperability, multidevice innovation in providing end-to-end services.and multiplatform support, and superior experience. This business imperative for change and innovation is alsoIn this connected world that includes the network and applicable to other industries such as retail or banking whereservices (Internet, entertainment, video, and gaming), CSPs the hyperconnected consumer’s behavior and needs areare taking on the role of enablers. To outperform as enablers, already transforming operating models and IT infrastructure.CSPs will need to get smarter about their customers and Such organizations are making use of mobile and cloud-basedthe way they market to them. Companies that have been customer relationship management technologies to keepsuccessful in this role are differentiating by leveraging pace with the demand for new and improved capabilitiesanalytics to process the vast amounts of data that the as consumers increasingly use smartphones and tablets forconsumer generates while using the Internet. online commercial transactions.Additionally, as CSPs continuously need to upgrade theirinfrastructure to keep pace with customer demands as well astheir data security concerns, a stronger focus on maximizingcost efficiency (whether through outsourcing of customerservice or billing or through back-end integration) could helpthese companies balance costs as well as service levels. 27
  • About Accenture Contact Us:Accenture is a global management Prof. Dr. Nikolaus Mohrconsulting, technology services and Managing Directoroutsourcing company, with more than Comms, High Tech, Media & Entertainment.249,000 people serving clients in more nikolaus.mohr@accenture.comthan 120 countries. Combining unparalleledexperience, comprehensive capabilitiesacross all industries and business functions, Emmanuel Lallozand extensive research on the world’s Marketing Directormost successful companies, Accenture Communication, Media and Technologycollaborates with clients to help them industry in Europe, Middle East, Africa andbecome high-performance businesses and Latin Americagovernments. The company generated net emmanuel.lalloz@accenture.comrevenues of US$25.5 billion for the fiscalyear ended Aug. 31, 2011. Its home page is Dan O’Brienwww.accenture.com. Communications Industry Research Global Lead Accenture Research d.obrien@accenture.comCopyright © 2012 AccentureAll rights reserved.Accenture, its logo, andHigh Performance Deliveredare trademarks of Accenture.