google mobile internet asia

Mobile Internet InsightsReport India

Ipsos MediaCT GermanyThe Media, Content and Technology Research Specialists

June 2011

2

Worldwide Smartphone Shares

USA

ZAF

AUS

CHN

IND

THA

SGP

TWN

JPN

KOR

MYS

IDN

HKG

FRA

ESP ITA

DNK

DEU

GBR

NLD

AUT

RUS

FIN

SWENOR

TUR

POL

CHE

CZE

ISR

Google Confidential and Proprietary 3

Agenda

1 Background & Objectives

2 Research Design

3 Management Summary

4 Mobile Internet Insights

5 Demographics

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 patternsprovides 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-commercevia 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

Private smartphone Private smartphone users who use the users who use the

mobile internetmobile internet

Step1: F2FStep1: F2FEnumeration Enumeration

StudyStudy

n= 1000n= 1000

23%23%Private smartphone Private smartphone usersusers

3. Management Summary

The typical smartphone user: 18-34 years old, educated and workingThe typical smartphone user: 18-34 years old, educated and workingSmartphones are rather a gadget of the younger ones – the majority of users are between 18-34 years old, Smartphones are rather a gadget of the younger ones – the majority of users are between 18-34 years old,

coming from the educational coming from the educational ““middlemiddle”” and are full time employed with an income between Rs 12.000 to 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% 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.joined within the past 12 months.

Devices, their role and usage: Important accessory – always and everywhereDevices, their role and usage: Important accessory – always and everywhereNokia used by 51%, with clear distance to other brands. Rather un-mobile location usage place number 1: at 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 donhome followed by on-the-go and at work. Important as purse and key, two thirds don ’’t leave the house t leave the house without the smartphone. Users are driven by the possibility of killing time and having the internet when on 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 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 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 in parallel when using the smartphone, like listening to music (77%) or even using the internet on a further device (48%).device (48%).

» Management Summary: Facts and Figures about Smartphones» Management Summary: Facts and Figures about Smartphones

1/31/3

Internet Usage: High frequency and number of daily sessions 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 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 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%).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 oneSearch: High frequency and Google the oneSearch engines of major relevance in everyday search (80% mobile, 85% fixed). Only 10% never use local 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 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 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.engine at clear interval to others.

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

Social Networking: High frequency and Facebook the oneSocial Networking: High frequency and Facebook the one73% access social networks via smartphone every day – 62% post personal updates daily. THE social 73% access social networks via smartphone every day – 62% post personal updates daily. THE social

network is Facebook (89% mobile, 88% fixed).network is Facebook (89% mobile, 88% fixed).

» Management Summary: Internet Activities in Detail» Management Summary: Internet Activities in Detail

2/32/3

Mobile Advertising: Accepted on medium level but high awareness 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. 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 82% have noticed mobile advertising a least sometimes – mostly on search engines and apps. Majority (88%) has taken action after seeing a mobile ad.(88%) has taken action after seeing a mobile ad.

Mobile Commerce: Growing shopping channel hindered by security and convenienceMobile Commerce: Growing shopping channel hindered by security and convenience56% use the smartphone for price comparison or product information when shopping – nearly half changed 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 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 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 month. Preference of fixed PC and fear that purchase might not be secure are main barriers of mobile commerce. commerce. 63% anticipate a higher purchase rate via smartphone within the next 12 months.63% anticipate a higher purchase rate via smartphone within the next 12 months.

» Management Summary: Mobile Advertising and Commerce» Management Summary: Mobile Advertising and Commerce

3/33/3

4. Mobile Internet Insights


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

All respondents: All respondents: Views based on Views based on total populationtotal population

23%23%n=229n=229

All main privately All main privately used smartphones:used smartphones:

Views based on most Views based on most frequently used device frequently used device

onlyonly

All private All private smartphone users:smartphone users:

Views based on Views based on average 1 – 4 phonesaverage 1 – 4 phones

100%100%n=1000n=1000


Used Devices

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

Mobile phone / Mobile phone / SmartphoneSmartphone

Desktop / Desktop / PCPC

Laptop / Laptop / Notebook Notebook

MP3- / Media MP3- / Media player with player with Web accessWeb access

Netbook / Netbook / WebbookWebbook

Handheld Handheld gaming devicegaming device

Tablet PC / Tablet PC / Slate/ PadSlate/ Pad

eReadereReader

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

37%37%

Netcount Netcount Laptop / Desktop Laptop / Desktop


Number and Type of Used Phones

Base: All respondents, n=1000Q2: And how many mobile phones or smartphones do you currently use?Q6: And which of the following best describes your phones?

11

22++ dkdk

++

dkdk

++ dkdk

++

++

» 11% of urban Indian citizens have more than one phone» 11% of urban Indian citizens have more than one phone

83% have 83% have one phoneone phone

11% have 11% have two phonestwo phones


Share of Mobile Phones vs. Smartphones

Base: All respondents, n=1000Q1: Which, if any, of the following devices do you currently use?Q6: And which of the following best describes your phones?

23%23%

Smart-Smart-PhonePhone

74%74%

Mobile Mobile PhonePhone

» 23% of urban Indian citizens use a smartphone for personal » 23% of urban Indian citizens use a smartphone for personal reasonsreasons

94%94%


Number of Smartphone & Usage Duration

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

Yes

No

» For 80% of smartphone users it is the first smart device» For 80% of smartphone users it is the first smart device

Google Confidential and Proprietary

Brands and OS of Smartphones

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

19

Shares among general publicShares among smartphone users

» National and smartphone representative shares» National and smartphone representative shares

OSOS


Smartphoner’s Mobile Web Usage Behaviour

High: Multiple times per day to once a day Middle: Few times to once a week Low: Few times to less than once a monthBase: All main privately used smartphones, n=229Q9: 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?

Internet in general

Emailing

Search engines

Social Networking

Video sharing

» 23% use search engines at least once a day via smartphone» 23% use search engines at least once a day via smartphone


Smartphoner’s Web Usage Behaviour

High: Multiple times per day to once a day Middle: Few times to once a week Low: Few times to less than once a monthBase: All main privately used smartphones, !=very small base 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?Q10: And how frequently do you use the Internet in general and specific services and types of websites on your computer ?

Usage on Smartphone

Usage on PC / Laptop


Mobile Internet Users


Mobile Internet Non-Users

» Heavier general internet usage on PC / laptop» Heavier general internet usage on PC / laptop

(n=229)

(n=26!)

(n=159)



Usage on Smartphone








» Heavier e-mailing on PC / laptop» Heavier e-mailing on PC / laptop

(n=229)

(n=26!)

(n=159)



Usage on Smartphone








» Heavier search on PC / laptop» Heavier search on PC / laptop

(n=229)

(n=26!)

(n=159)



Usage on Smartphone








» Heavier social networking on PC / laptop» Heavier social networking on PC / laptop

(n=229)

(n=26!)

(n=159)



Usage on Smartphone








(n=229)

(n=26!)

(n=159)

» Heavier video sharing on PC / laptop» Heavier video sharing on PC / laptop

4.1 Smartphones: Devices, Usage and Relevance


Duration of Smartphone Usage

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

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

YesYesNoNo


Used Top 5 Brands & Operating Systems

Base: Private smartphone users who use the internet in general, n= 1000Q3: And what is the brands of your phone?Q5b: Which operating system do you have on your phone?

» Nokia with the highest market share followed by Samsung and » Nokia with the highest market share followed by Samsung and Micromax – Symbian most used OS followed by Android. Micromax – Symbian most used OS followed by Android.


Smartphone Usage Places

Base: Private smartphone users who use the internet in general, n= 1000Q16: 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.

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

Ever usedUsed in last 7 days

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

Somewhere else

None of these used last 7 days


Relevance of the Smartphone

Base: Private smartphone users who use the internet in general, n= 1000; Top-2 boxesQ52: 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.

» Smartphones as important as purse and key: house not left » Smartphones as important as purse and key: house not left without. 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.


Triggers of Smartphone Usage



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

Base: Private smartphone users who use the internet in general and who were online yesterday with their smartphone, n= 909Q22: 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.

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


Activities with the Smartphone – Top 10

Base: Private smartphone users who use the internet in general, n= 1000Q23: 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.

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

Watched videos on a video sharing website

» Browsing, emailing and listening to music main activities. » Browsing, emailing and listening to music main activities.

Ever usedUsed in last 7 days


Usage of Apps

Base: Private smartphone users who use the internet in general, n= 1000Q24: 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?

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

n= 1000

n= 998

n= 998

Numbers of Numbers of owned Appsowned Apps

Usage of Usage of Apps in Apps in last 30 dayslast 30 days

Numbers of Numbers of purchased purchased AppsApps

Ø 15Ø 15AppsApps

Ø 8Ø 8AppsApps

Ø 4Ø 4AppsApps

Usage of Usage of Apps in Apps in next 12 next 12 monthsmonths

n= 1000

4.2 Internet Usage


Online Days: Per Week

Base: Private smartphone users who use the internet in general / also the computerQ18: Thinking about the last seven days on how many days were you online with ...?

» More than half use mobile web daily, computer with a slightly » More than half use mobile web daily, computer with a slightly higher internet usage than smartphone.higher internet usage than smartphone.

Smartphone

Computer

n= 1000

n= 966


Online Sessions per Day: Yesterday

Base: Private smartphone users who use the internet in general / also the computer and who were online in the last 7 daysQ19: Now thinking about yesterday how often were you online with ... ?

» More than half with multiple online sessions per day – » More than half with multiple online sessions per day – regardless of device.regardless of device.

Smartphone

Computer

n= 968

n= 944


Duration of Online Sessions: Yesterday

Base: Private smartphone users who use the internet in general / also the computer and who were online yesterdayQ20: And how long were you online for each of these sessions yesterday?

» Mobile web on smartphone mostly used for several short sessions » Mobile web on smartphone mostly used for several short sessions – computer for longer ones. – computer for longer ones.

Smartphone

Computer

n= 909

n= 864


Future Internet Usage

Base: Private smartphone users who use the internet in general / also the computerQ21: Thinking about the next 12 months what do you expect how will you be using the Internet with your ... ?

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

Smartphone

Computer

n= 1000

n= 966

Expect to spend …

4.3 Search


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

Smartphone

Computer

n= 989

n= 962

Usage Frequency of Search Engines

Base: Private smartphone users who use the internet in general / also the computer and who are searching via search engineQ31: 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 » Google No. 1 with great competitive advantage – no matter on which device.which device.

Usage generalMainly used

Base: Private smartphone users who use the internet in general / also the computer and who are searching via search engineQ29: 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 ... ?

n= 1000/ n= 989 n= 966/ n= 962


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

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?

n= 1000 n= 900

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 serviceHave not taken any action as a result of looking up local information

4.4 Video


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

Base: Private smartphone users who use the internet in general / also the computerQ35: How often do you watch videos via websites or apps on your ... ?

Smartphone

Computer

n= 1000

n= 966


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

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 ... ?

Smartphone

Computer

n=937

n= 950


Used Video Sites

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 ... ?

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

n= 937 n= 950

Others

4.5 Social Networking


Usage Frequency of Social Networks

Base: Private smartphone users who use the internet in general / also the computerQ38: How often do you visit a social network (via websites or apps) on your ... ?

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

Smartphone

Computer

n= 1000

n= 966


Frequency of Posting Personal Information

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 ... ?

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

Smartphone

Computer

n= 968

n= 950


Used Social Networking Sites

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 ... ?

» All eyes on Facebook – regardless of device. » All eyes on Facebook – regardless of device.

n= 968 n= 950

4.6 Mobile Advertising


Attitude towards Mobile Advertising



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

Base: Private smartphone users who use the internet in general; n=1000Q41: 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?

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

n= 1000

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= 922


Actions Taken on Advertising

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

» 88% with » 88% with ““action after ad attentionaction after ad attention”” – 12% took no further action. – 12% took no further action.

Clicked on the ad

Made a purchase (net)

Visited the website of the advertiser or retailerLooked for more information on my smartphoneLooked for more information on my desktop PC or Internet enabled deviceMade a purchase online using my desktop PCWent to the store/retailer/business to get additional information

Made a purchase in store

Made a purchase online using my smartphoneLocated the advertiser on a map/looked for directions to the advertisers physical locationCalled the advertiser/retailer by clicking on the phone number on my phoneCalled the advertiser or retailer at a later timeNone of these

4.7 M-Commerce


Relevance of Smartphone for Shopping



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

Base: Private smartphone users who use the internet in generalQ44: 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?

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

YesYesNoNo

n= 1000

YesYes

NoNo

n= 496

n= 496


Kind of Goods purchased online/ offline

Base: Private smartphone users who use the internet in general, n= 1000Q48: Listed below are various products or services.

For each of these products or services please indicate which statement applies to you.

» After search on smartphone preference of purchase in store. » After search on smartphone preference of purchase in store.

and and purchasedpurchased

via smartphonevia smartphone


via computervia computer


offlineoffline

and didn‘t and didn‘t purchasepurchase

it after researchit after research

Did not research Did not research this product via this product via

smartphonesmartphone

All productsAll products 52%52% 59%59% 61%61% 66%66% 70%70%

Tickets 23%23% 23%23% 14%14% 18%18% 22%22%

Entertainment items 22%22% 17%17% 20%20% 19%19% 22%22%

Business travel 18%18% 21%21% 11%11% 17%17% 33%33%

Beauty and cosmetic items 16%16% 15%15% 14%14% 15%15% 41%41%

Leisure travel 16%16% 21%21% 13%13% 19%19% 30%30%

Wireless or cell phone service 16%16% 18%18% 18%18% 20%20% 28%28%

Electronics 15%15% 19%19% 25%25% 22%22% 19%19%

Financial products 15%15% 15%15% 13%13% 20%20% 37%37%

Clothing or Apparel 14%14% 17%17% 21%21% 16%16% 32%32%

Household cleaning/laundry products 14%14% 13%13% 12%12% 15%15% 46%46%

Grocery and food items 13%13% 14%14% 15%15% 16%16% 43%43%

Television service 13%13% 16%16% 18%18% 17%17% 36%36%

Automobiles or auto-related parts or accessories 12%12% 12%12% 17%17% 19%19% 40%40%

Home furnishings 12%12% 15%15% 13%13% 18%18% 42%42%

Home improvement products 12%12% 13%13% 13%13% 18%18% 44%44%

Jewellery or watches 12%12% 15%15% 15%15% 17%17% 41%41%

Office supplies products or technology 12%12% 16%16% 15%15% 19%19% 38%38%


Future plans M-Commerce

Base: Private smartphone users who use the internet in general, n= 1000Q51: Do you expect making purchases on your smartphone more often in the next 12 months?

» 63% with higher expected purchase rate in the next 12 months via » 63% with higher expected purchase rate in the next 12 months via smartphone.smartphone.

YesYes

NoNo

Don‘t know / no answer


Barriers for M-Commerce

Base: Private smartphone users who use the internet in generalQ44: 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?

» Preferred closure of buying process via computer – 40% with » Preferred closure of buying process via computer – 40% with security concerns regarding purchase via smartphone.security concerns regarding purchase via smartphone.

YesYes NoNo

n= 1000

Would prefer to use a PC/ laptop for these services

Doesn't feel secure

Too complicated

Too expensive

Payment is too complex

Payment features were not available

Never heard of these services

Other mentions

n= 504


Purchases from Smartphone

Base: Private smartphone users who use the internet in general, n= 1000Q49: When during your shopping process do you generally use your smartphone?

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

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

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

Use my smartphone throughoutthroughout my whole shopping

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

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

Do not useDo not use my smartphone in any of these situations

Demographics


Base: Private smartphone users who use the internet in general, n= 1000Demographics

GenderGender

18 - 24 Years 46%46%

25 - 34 Years 32%32%

35 - 44 Years 18%18%

45 - 54 Years 3%3%

55+ Years 1%1%

Average Ø 28,2Ø 28,2

Private smartphone users who use the internet in general


Male 75%75%

Female 25%25%

AgeAge

EducationEducation

EmploymentStatus

EmploymentStatus

Low 10%10%

Middle 51%51%

High 39%39%

Active (full + part time) 76%76%

Inactive 23%23%

Demographics 1/2


Demographics 2/2

Base: Private smartphone users who use the internet in general, n= 1000Demographics

1 Person 4%4%

2 Persons 13%13%

3 Persons 27%27%

4 Persons 27%27%

5 Persons and more 29%29%

0 Children 43%43%

1 Child 36%36%

2 Children 16%16%

3 Children and more 5%5%

Top (more than 60.000 Rs) 39%39%

Middle (12.000 – 60.000 Rs) 48%48%

Low (less than 12.000 Rs) 8%8%



Alone 57%57%

Together 42%42%

Urban 83%83%Suburban 15%15%Rural 3%3%

Numberof childrenNumber

of children

Household size

Household size

Monthlyhousehold

income

Monthlyhousehold

income

MaritalStatusMaritalStatus

RegionRegion

Mobile Internet InsightsReport India

Ipsos MediaCT GermanyThe Media, Content and Technology Research Specialists

June 2011

google mobile internet asia

Business

mobile web

mobile commerce

mobile internet insights4

mobile advertising4

mobile coupon

mobile ads

relevance internet usage

usage of themobile internet