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Accenture mobile web watch internet usage survey 2012
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
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
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
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
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
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
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