mobile attitudes summary

8/3/2019 Mobile Attitudes Summary

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Mobile Attitudes Study by MRM Worldwide in Cooperation with TU DarmstadtMRM Worldwide GmbH Grosser Hasenpfad 44 60598 Frankfurt Phone: (49) 69 60 50 7-0 E-Mail: [email protected]

STUDY OBJECTIVE & METHODOLOGY

MRM Worldwide Frankfurt conducted a new mobile Internet user types study in partnership

with the Technical University of Darmstadt, Germany. The study sheds a new and detailed light

on current mobile phone Internet usage patterns - beyond brand ownership (of their mobile

phone) or plain socio-demographics.

For the representative quantitative online survey, 1,717 Internet users between the ages of 16

and 70 years old from Germany and the UK were interviewed in late 2010. The data gathered

was statistically analysed and four different mobile web user types were identified.

For the first time, a mobile web user typology has been developed that does not only describe

users concerning “standard” topics, such as socio-demographic details or mobile their web

usage behaviour. It offers insightful and holistic psychographic information about the individual

hobbies and activities of mobile users. Perhaps more importantly, the results can be additionally

matched with a lifestyle typology, thus providing a deeper understanding of theday to day life,

values and mindsets of mobile users.

QUICK FACTS & LEARNINGS

The mobile web is not for surfing. In fact it is used for very specific and self-contained tasks

such as checking the weather forecast, reading e-mails, etc. The mobile Internet with all its

services is not a substitute for other media channels - it is used parallel to other channels.

Marketers are well advised to look for ways which integrate the mobile web into other

marketing activities (from simple solutions such as a pure response channel to more complex

solution such as advertising the mobile offerings in other media).

Apps - No-Easy Game. “Problem 1: Get on the screen, Problem 2: get the user to regularly use

your app”. Developers and marketers have two challenges. From the thousands of apps out

there, the user will only choose so many. In fact, less than 20 apps are installed on average onthe phones of mobile web users. An even smaller fraction of those apps are actually used (on

average approx. 50%).

It is the digital analogy of the “hand bags problem”: Only a tiny fraction of all the items at home

find their way into a hand bag - even less are actually necessary.

The number of installed apps varies greatly by user group. The most active group of mobile

online users, the Restless, have 42 apps installed on average. Whereas, the least active group,

the Rookies, has only 9 apps on their phone.




The simple things in life. When it comes to both the mobile web and apps, mobile users are primarily interested in basic services and tools (such as e-mail or accessing Wikipedia). The

one big exception is Social Media - which is popular among all mobile web user types.

The hypes of the industry in 2010, „Location Based Services“ and „Augmented Reality“ are

only used by a small percentage of users (more than 65% have never used one of those

possibilities).

It seems that smartphones are not bought because of their features. Instead, it appears that

users discover the features and advanced functionalities of their devices while using them. So,

even if there comes the day when everyone owns a smartphone, this does not automatically

change user behaviour. There will always be user groups who will use only a portion of thefeatures available on their phone.

Socio-demographics are not enough to differentiate user groups. And socio-demographics

can not explain different mobile online behaviour. The mobile web is simply not restricted

anymore to the well-educated people with high income. To fully understand the different

behaviour a look on values, hobbies and spare time activities is needed. That is the only secure

way for marketers to find their target groups within the four different mobile web user types (s.

below) and leverage the full potential of mobile marketing.

A PRAXIS ORIENTED TYPOLOGY OF MOBILE INTERNET

USERS

Four characters with a clear and distinguished profile: “The Rookie”, “The Rationalist”, “The

Everyday” and “The Restless”.

The Rookie shows a very low usage intensity. The mobile web is being used selectively and is

still reduced to a few, very basic services. The larger added value and relevance of mobile web

has not been fully recognised yet.

Size of the segment: approx. 15% of the mobile web users.

Age: By far the oldest segment (one quarter of all the people in the segment is over 45

years old).

Type of mobile phone: Compared to the other segments the „basic mobile phone“

rules - far less smartphones. Only segment where Nokia still holds a strong position.

Media usage behaviour: All in all lesser media usage as in other segments. The part

of people who never watch TV or listen to the radio is above average. Internet usage is

also not as intensive as in other segments.




The Rationalist is already used to the mobile web and is using it on a regular basis. However,there is still a lack of the real added-value.

Size of the segment: approx. 50% of the mobile web users – by far the largest segment.

Age: Most people are between 25 years and 45 years old.

Type of mobile phone: More modern as the Rookie. Nevertheless the feature phone

(with access to the mobile net) still dominates the segment with a share of over 50%.

Media usage behaviour: A more balanced behaviour. However, it’s more a selective

usage than an intensive usage.

The Everyday understands the added-value and is using the mobile web quite often. However,

the mobile web is no real competition to the stationary web .... yet.

Size of the segment: approx. 20% of the mobile web users.

Age: Considerably younger than the segments before: approx. 55% are not older than

34 years.

Type of mobile phone: When looking at the types of mobile phones and the brands, the

Everyday are nearly identical to the Restless; but with some differences when it comes

how they use these gadgets. However, this may only be a question of time...

Media usage behaviour: “Normal” usage of classical media (incl. Internet).

Compared to the Rookies and the Rationalists, the Everydays show a higher usage of Social Media - without reaching the activity level of the Restless.

The Restless – for him the mobile web is an integral part of his life. The usage intensity is high

and so is the understanding for the services and the value the mobile web is offering. Shop

owners beware! The Intensive User can be a real challenge ...

Size of the segment: the smallest segment with approx. 12% of all mobile web users

Age: By far the youngest segment with nearly 70% younger than 34 years old.

Type of mobile phone: Smartphones (in particular Apples’ iPhone and Android based

devices) are the unrestrained rulers. Whereas brands appearing out of date (e.g. Nokia)

don’t stand a chance.

Media usage behaviour: To say it in easy words: extensive user in the mobile world –

extensive users of other media. In particular magazines are very popular among this

segment. The same is true with Social Media; which is used extensively within this

segment – both via stationary and mobile web.




Additional results are available free of charge in our interactive dashboard here:

www.mobile-attitudes.com.

The dashboard includes only a sample of all of the data we have collected. If you are interested

in more or would like to know how to use the results to reach your target group, contact us.

Contact

Find out how active your target group is in the mobile web, the applications they use and theapps and mobile services they show interest in:

Phone +49 (069) 60 50 7-0

Telefax + 49 (069) 60 50 7-541

E-Mail: [email protected]

About MRM Worldwide:

MRM Worldwide is a full service digital & CRM marketing agency that uniquely hits the sweet

spot between strategy, creativity and technology. We deliver impactful marketing solutions thatdrive consumer behavior in order to grow our clients business.

MRM's suite of offerings includes content creation, digital strategy, cross-media analytics,

search, Web Platform & Infrastructure, CRM and Dialogue Marketing. The agency network has

62 offices in 40 countries and counts General Motors, Intel, MasterCard, Verizon, Diageo and

Unilever among its clients.

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