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M O B I L E M O N E Y FROM SHOPPING TO BANKING TO PAYMENTS, HOW MOBILE IS TRANSFORMING COMMERCE AROUND THE WORLD

OCTOBER 2016

2 GLOBAL MOBILE MONEY REPORT

THE MOBILE OPPORTUNITY IS MORE THAN JUST LIP SERVICE

AROUND THE WORLD• Mobiledevicesareindispensableshoppingbuddiesusedtocompareprices(53%),lookupproduct

information(52%),lookforcouponsordeals(44%),makebettershoppingdecisions(42%),make

shoppingtripsquickerormoreefficient(41%)andpurchaseproducts(38%).

• Mobile-bankingactivities,suchasaccessingaccountinformation(47%)andpayingbills(42%),aremore

commonthantransferringmoneybetweenbankaccounts(36%).UsageratesarehighestinAsia-Pacific.

• Mobile-onlybankingismostpopularindevelopingcountrieswithlargeunbankedpopulations;usage

ratesarehighestinIndia(46%),Indonesia(37%),Mexico(34%)andTurkey(34%).

• Securityconcernstopthelistofmobile-bankingbarriers(53%),followedbyapreferenceforphysical

locations(31%)andnotneedingtheservice(28%).

• Ofthetop10marketsthatusepeer-to-peermobiletransactions(givingtoorreceivingmoneyfrom

anotherperson),eightareemergingmarkets.

• Only28%ofglobalrespondentsarehighlylikelytousemobilepaymentsinbars,restaurantsorretail

stores,withrateshighestinIndia(46%)andChina(45%).

• Millennialsleadthewaywhenitcomestomobileshopping,bankingandpaymentactivities,andthey’re

morethantwiceaslikelyasBabyBoomersandSilentGenerationrespondentstosaythey’relikelytouse

amobile-onlybank.

3Copyright © 2016 The Nielsen Company

ABOUT THE GLOBAL SURVEY METHODOLOGY

Thefindingsinthissurveyarebased

onrespondentswithonlineaccess

in63countries(unlessotherwise

noted).Whileanonlinesurvey

methodologyallowsfortremendous

scaleandglobalreach,itprovides

aperspectiveonthehabitsofonly

existinginternetusers,nottotal

populations.Indevelopingmarkets

whereonlinepenetrationisstill

growing,respondentsmaybe

youngerandmoreaffluentthanthe

generalpopulationofthatcountry.

Inaddition,surveyresponsesare

basedonclaimedbehavior,rather

thanactualmetereddata.Cultural

differencesinreportingsentimentare

likelyfactorsintheoutlookacross

countries.Thereportedresultsdonot

attempttocontrolorcorrectforthese

differences;therefore,cautionshould

beexercisedwhencomparingacross

countriesandregions,particularly

acrossregionalboundaries.

Food,waterandcleanair:Allareessentialsinourdailylives.But

mobiledevices?Theymaynotbecriticaltosurvival,butamajorityof

consumersaroundtheworld(56%)can’timaginelifewithoutthem,and

53%saytheyfeelanxiouswhentheirdevicesaren’tcloseathand.

Indeed,formanyconsumers,mobiledevicesareaconstantcompanion

withpowerfulbenefits.Amongglobalrespondents,74%saythey

appreciatethefreedomofbeingconnectedanywhere,anytime,and

70%stronglyorsomewhatagreethattheirmobiledevicehasmade

theirlifebetter.Thisconstantconnectivityhaschangedthenatureof

connections.Fullytwo-thirdsofglobalrespondents(66%)stronglyor

somewhatagreethatelectronicinteractionsarereplacingface-to-face

ones,andalmosthalf(47%)saythey’drathertextthantalk.Infact,

interactionsareturningintotransactions.

Theworldofcommerceisbeingtransformedasconsumersusetheir

mobiledevicestoconductproductresearch,lookfordealsorcoupons

and,increasingly,purchasegoodsandservicesfromvirtuallyanystore

fromnearlyanywhereintheworld.Mobiledevicesarealsotransforming

thebankingandpaymentsindustry,creatingmorewaystosaveandpay

thaneverbefore.They’reprovidingfinancialinclusiontotheestimated

2billionunbankedconsumersaroundtheworld.Andtherevolution

inbankingandpaymentsislikelytobeastrongdriverofconsumer

spendingintheyearstocome.TheDemandInstitute,jointlyoperated

byNielsenandTheConferenceBoard,estimatesthatgrowthinaccess

tocashlesspaymentscouldleadtoasmuchas$10trillioninadditional

consumerspendingoverthenextdecade.

“Mobilecommercehasenormousimplicationsfortheentireretail

ecosystem,”saidStuartTagg,FinancialServicesLeader,Nielsen

Europe.“Mobiledevicesarenotonlybringingnewconsumersintothe

modern,connectedeconomy,butarealsoenablingamorecustomized

experience,asproductsandservicescanbemorecloselytailoredto

behaviors,needsandpreferences.Butdrivinghigheradoptionand

usagestartswhencompaniesdevelopadeepunderstandingofhow

consumersareshoppingandtransactinginadigitalworldandthen

usethatunderstandingtodesignstrategiesaroundtheirhabitsand

preferences.”

TheNielsenMobileShopping,BankingandPaymentSurveypolled

morethan30,000onlinerespondentsin63countriestounderstand

howmobiledevicesareinfluencingthreedistinctyetinterconnected

activities:shopping,bankingandpayments.Weexaminedthekinds

ofmobileactivitiesrespondentsarecurrentlyengagedinandtheir

likelihoodtoparticipateinthefuture.Wealsoexaminedthebarriersto

adoptionformobilebankingandpayments,aswellastheincentives

thatwouldencouragewideruse.


LET YOUR FINGERS DO THE SHOPPINGFormanyconsumers,mobiledeviceshavebecomeindispensable

shoppingbuddies.Morethanhalfofglobalrespondentssaytheyuse

theirmobiledevicewhenshoppingtocompareprices(53%)orlook

upproductinformation(52%).Morethanfourin10respondents

usetheirdevicetolookforcouponsordeals(44%),makebetter

shoppingdecisions(42%)ormakeshoppingtripsquickerormore

efficient(41%).

Asia-Pacificleadsthewaywhenitcomestomobileshopping,with

useabovetheglobalaverageforeveryactivityincludedinthesurvey.

Incontrast,morethanone-quarterofNorthAmerican(30%)and

European(27%)respondentssaytheydon’tusetheirmobiledevice

foranyofthosemobileshoppingactivities.


CONSUMERS AROUND THE WORLD USE MOBILE DEVICES AS A SHOPPING SIDEKICK

PERCENTAGE WHO USE THEIR MOBILE DEVICE FOR SHOPPING ACTIVITIES

LATIN AMERICAASIA-PACIFIC EUROPE AFRICA/MIDDLE EAST NORTH AMERICA

Base:Allrespondentswhosaytheyownanymobileconnecteddevice(s)Source:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016

60%

54%

53%

37%

49%

56%

41%

32%

26%

17%

27%

44%54

%38

%34

% 36%

44%

55%

54%

31%

30%

22%

43%

57%

36%

32%

25%

21%

34%

38%

TO COMPARE PRICES WHEN SHOPPING

TO LOOK UP PRODUCT INFORMATION WHEN SHOPPING

TO MAKE SHOPPING TRIPS QUICKER OR MORE EFFICIENT

AS A PERSONAL SHOPPING ASSISTANT

TO LOOK FOR COUPONS OR DEALS WHEN SHOPPING

TO MAKE BETTER SHOPPING DECISIONS


Consumersaren’tjustusingtheirdevicesasashoppingaid.

Increasingly,they’realsousingthemtomakepurchases.While

m-commerce(retailsalesconductedviaamobiledevice)isstillavery

smallportionoftotalretailsalesinmanymarkets,includingtheU.S.

(2.4%),Germany(2.4%),India(1.6%),Canada(1.4%),France(1.4%)

andBrazil(0.4%),1itisgainingmomentum,andeMarketerpredicts

stronggrowthwillcontinue,especiallyasratesforinternetpenetration

andsmartphoneadoptionrise.Thefirmprojectsthatm-commercewill

grow28%ormoreannuallyinIndiabetween2016and2019;infact,it’s

expectedtonearlydouble(+96.3%)in2016.Double-digitannualgrowth

isalsoexpectedinMexico(35%ormore),Brazil(29%ormore),the

U.S.(29%ormore),Canada(19%ormore)andFrance(15%ormore)

between2016and2019.Asimilartrendisexpectedeveninthelargest

mobilemarkets.M-commercesalesareexpectedtogrow30%ormore

annuallyinChinaand12%ormoreintheU.K.overthesameperiod.

Worldwide,38%ofrespondentsinNielsen’ssurveysaytheypurchased

aproductorserviceontheirmobiledeviceinthepastsixmonths,and

34%saytheyusedamobileapptomakeapurchaseinthesameperiod.

Asia-Pacifichasthehighestself-reportedratesofmobilepurchasing.

HalfofrespondentsinChina(50%),androughlyhalfinIndia(49%),

SouthKorea(47%)andVietnam(46%)saytheypurchasedaproductor

serviceusingtheirmobiledeviceinthepastsixmonths.Thesecountries

alsotopthelistwhenitcomestotheshareofrespondentswhosaythey

madeapurchaseviaamobileapp(50%inChina,48%inSouthKorea,

47%inIndiaand43%inVietnam).

“Optimizingthemobileexperience—whetherit’sanapporamobile

versionofadesktopsite—shouldbeattheheartofanye-commerce

strategy,”saidTagg.“Apoormobileexperiencemayleadtolower

conversionratesanddriveshopperstocompetitors’storefronts,sites

orapps.Retailersdevelopingmobileproductsshouldkeepinmind

fourfundamentalshopperneeds:ease,convenience,choiceandvalue.

Thatis,thesolutionshouldsatisfyavarietyoftrippurposesanddeliver

strongvalueformoneyinawaythatrequireslesstimeandeffort.”

STRATEGY FOR MOBILE-SHOPPING SUCCESSRecognize and cater to different mobile-shopping segments.Whilemoreconsumersareusingtheirphonesasashoppingtool,theactivitiesthey’reparticipatinginonthesedevicesvarywidely,andretailersmayneeddifferenttacticstowinconsumers.Eventhesameshoppercanatanygivenpointbemotivatedbyverydifferentneeds,fromspeedtoconveniencetoprice.Savvyretailersrecognizethesedifferencesandincorporatemobilestrategiesacrossarangeoftouchpoints,customizingmessagestoprovideamorerelevantshoppingexperience.Winningbrandsalsorecognizethatwhilemobileisacriticalcomponentofanyretailstrategy,anintegratedapproachisnecessarytodrivesalesinbothonlineandoff linechannelsandtoprovideanengagingexperienceforconsumersregardlessofwhethertheybuyin-storeoronline.

MOBILE SHOPPING MOVERS & SHAKERS

PURCHASED A PRODUCT OR SERVICE

USED A MOBILE APP TO MAKE A PURCHASE

Note:PercentagewhosaytheyhaveperformedactivityontheirmobileconnecteddeviceinpastsixmonthsBase:Allrespondentswhosaytheyownanymobileconnecteddevice(s)Source:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016

ASIA-PACIFIC EUROPE AFRICA/ MIDDLE EAST LATIN AMERICA NORTH AMERICA

COUNTRIES THAT EXCEED GLOBAL AVERAGE (34%)

CHINA ......................................................... 50%SOUTH KOREA .......................................... 48%INDIA ...........................................................47%VIETNAM .................................................... 43%INDONESIA ................................................. 41%SOUTH AFRICA ..........................................35%

COUNTRIES THAT EXCEED GLOBAL AVERAGE (38%)

CHINA ......................................................... 50%INDIA .......................................................... 49%SOUTH KOREA .......................................... 47%VIETNAM .................................................... 46%RUSSIA ........................................................ 44%BELARUS .................................................... 44%INDONESIA ................................................ 42%ROMANIA ................................................... 42%UKRAINE .....................................................41%GREECE ......................................................40%TURKEY ....................................................... 39%

46%

32%25%

27%28%

44%

22%

21%25%

23%

1eMarketer.DataisfromJuly2016forallmarketsexcepttheU.S.,whichisfromAugust2016.


PAYING BILLS AND CHECKING THEM TWICEWithmobileshoppingontherise,consumersarealsousingdigital

toolstomonitortheirspendingandmanagetheirfinances,but

participationratesvarywidelybyactivityandbyregion.

Certainmobile-bankingactivities,suchasaccessingaccount

informationandpayingbills,arequitecommon.Nearlyhalfofglobal

respondents(47%)saytheycheckedanaccountbalanceorarecent

transactionontheirmobiledeviceinthepastsixmonths,and42%

saytheypaidabillusingtheirmobiledevice.Participationinthese

activitieswilllikelybeevenhigherinthenearfuture:53%ofglobal

respondentssaythey’rehighlylikelytocheckabankaccountbalance

orrecenttransaction,and46%saythey’relikelytopaybillsontheir

mobiledeviceinthenextsixmonths.

Movinganddepositingmoneyarelesscommonmobile-banking

activities,butstilljustoverone-thirdofglobalrespondents(36%)say

theytransferredmoneybetweentheirownbankaccountsonamobile

deviceinthepastsixmonths.Morerespondents(42%)expectthey’ll

transfermoneybetweenbankaccountsinthenextsixmonths.Only

10%ofglobalrespondents,however,saythey’vedepositedacheck

usingtheirdevice’scamerafunction;18%expecttodosointhenextsix

months.

Asia-Pacificexceedstheglobalaveragewhenitcomestoself-reported

participationinmobile-bankingactivities,whileresponseratesare

lowerinEurope,Africa/MiddleEastandLatinAmerica.NorthAmerica

alsoisbelowtheglobalaveragewhenitcomestocurrentandfuture

participationinmobilebanking,withoneexception:Theregionhasthe

highestpercentageofrespondentswhosaythey’vedepositedacheck

usingtheirdevice’scamerafunction(15%)andthesecond-highest

percentagewhoexpecttodosointhenextsixmonths(23%,just

behindAsia-Pacificat24%).Thismaybedueinparttotherelatively

highusageandacceptanceofchecksintheregioncomparedwith

othercountries.IntheU.K.,forexample,mostbanksdon’tprovide

checkbooksandmostretailersdon’tacceptchecks.AndintheMiddle

East,cashremainsking,whilechecksarelesscommon.

MOBILE BANKING SPOTLIGHT ON SWEDEN & CHINA

PERCENTAGE OF RESPONDENTS WHO SAID THEY HAVE DONE THE FOLLOWING ACTIVITIES IN THE PAST SIX MONTHS

PERCENTAGE OF RESPONDENTS WHO SAY THEY ARE HIGHLY LIKELY TO DO THE FOLLOWING ACTIVITIES IN THE NEXT SIX MONTHS


SWED

EN

CH

INA

GLO

BAL

Used a banking/insurance website 40% 27% 28%

44% 28% 27%

63% 62% 47%

Transferred money between bank accounts 58% 56% 36%

SWED

EN

CH

INA

GLO

BAL

Check a bank account balance or recent transaction 61% 64% 53%

Transfer money between bank accounts 53% 59% 42%

Used a banking/insurance app

Checked a bank account balance or a recent

transaction


Thecountrieswiththehighestself-reportedratesofparticipationinmobile

bankingarediverse.Theyincludeseveraldevelopingmarkets,suchas

China,SouthAfrica,VenezuelaandIndia,andalsomorematuremarkets,

suchasSweden.

“Insomedevelopingmarkets,usageisprimarilydrivenbyruralconsumers

thathavetheabilitytoaccessfinancialserviceswithouttravelingto

physicallocations.Theycanalsosendmoneyinstantlytothosewhomaybe

financiallydependentonthem,”saidTagg.“InChina,widespreadadoption

ofcreditcardshasnotcaughton,andmanypeopledon’tusebanksatall.

Consequently,Chinesefinancialinstitutionsareleadersinofferingmany

mobilemoneyoptions.Swedenisauniquedevelopedmarketthatisahead

oftherestoftheworldwhenitcomestoadoptingmobilebankingand

mobiletransactions.Thestrengthofonlineandmobilebankinginthis

markethasbeendrivenbyhighsmartphoneadoptionandcollaboration

betweenthebanksandgovernmenttoestablishBankID,asingledigital

securitysystemusedacrossfinancialandgovernmentservices.”

ASIA-PACIFIC IS HIGHLY ENGAGED WITH MOBILE-BANKING ACTIVITIES


MOBILE-BANKING ACTIVITY USAGE AND INTENTIONS BY REGION

GLOBAL AVERAGE: MOBILE-BANKING ACTIVITY USAGE AND INTENTIONS BY GENERATION

HAVE DONE IN PAST SIX MONTHS HIGHLY LIKELY TO DO IN THE NEXT SIX MONTHS

CHECKED A BANK ACCOUNT BALANCEOR A RECENT TRANSACTION

PAID BILLS ONLINE

TRANSFERRED MONEY BETWEEN BANK ACCOUNTS

DEPOSITED A CHECK TO A BANK ACCOUNT USING THE DEVICE’S CAMERA FUNCTION


52% 60%

55%

51%

53%

45%

13%

43% 42%

31%

29%

24%

31%

30%

3%

32% 44%

38%

32%

7%

30%

22%

5%

43% 54%

38%

33%

10%

25%

24%

3%

38% 45%

36%

30%

9%23%

28%

22%

15%

MILLENNIALS & GENERATION X ARE ENGAGED MOBILE-BANKING USERS


Notsurprisingly,Millennialsleadthewaywhenitcomestomobile

banking.Ofallagegroups,Millennialshavethehighestpercentages

whosaythey’veparticipatedinbankingactivitiesandsaytheyplantoin

thenextsixmonths.GenerationZfollowscloselybehind.

CHECK A BANK ACCOUNT BALANCE OR A RECENT TRANSACTIONTRANSFER MONEY BETWEEN BANK ACCOUNTS

DEPOSIT A CHECK TO A BANK ACCOUNT USING THE DEVICE’S CAMERA FUNCTIONPAY BILLS ONLINE

GLOBAL AVERAGE: MOBILE-BANKING ACTIVITY USAGE AND INTENTIONS BY GENERATION


MILLENNIALS & GENERATION X ARE ENGAGED MOBILE-BANKING USERS

SILENT GENERATION (65+)

GENERATION Z (15-20)

MILLENNIALS (21-34)

GENERATION X (35-49)

BABY BOOMERS (50-64)

HAVE DONE IN PAST SIX MONTHS

HIGHLY LIKELY TO DO IN THE NEXT SIX MONTHS

33%

49%

28%

37%

23%

40%

7%

13%

49%59%

49%

43% 41%

55%

39%35%

47% 52%

44%

33% 32%

47%

26% 27%

40%48%

39%

28% 29%

44%

23% 21%

13%23%

9%

5% 8%

19%

5% 5%

43%36%

28%

13%


CYBERSECURITY IS A REAL CONCERNPayingbills,checkingaccountbalancesandtransferringfundsfrom

amobiledevicemaybeconvenientandeasy,butsecurityisanever-

increasingconsideration—andacriticalbarriertosuccess.Formany,

cybersecurityconcernsareadealbreaker.Infact,securityconcernstop

thelistofmobile-bankingbarriers,citedby53%ofglobalrespondents

whosaythey’renotlikelytoparticipateinmobile-bankingactivities.In

addition,roughlythreein10saytheydon’tusemobilebankingtools

becausetheypreferphysicallocations(31%)ordon’tseeaneedfor

mobile-bankingtools(28%).Interestingly,whilemobile-bankingusage

varieswidelybyageandregion,theprimarybarriersareremarkably

similaracrossgeographiesandgenerations.

GLOBAL AVERAGE: TOP BARRIERS TO MOBILE BANKING BY GENERATION


MOBILE-BANKING SECURITY IS TOP OF MIND ACROSS ALL AGES

I’M CONCERNED

ABOUT SECURITY

I PREFER TO VISIT A PHYSICAL LOCATION/BANK BRANCH FOR MY BANKING NEEDS

I DO NOT HAVE A NEED FOR MOBILE

BANKING

MY DEVICE SCREEN IS

TOO SMALL

SILENT GENERATION (65+)


MILLENNIALS (21-34)



40% 35% 42% 11%

55% 28% 22% 17%

58% 29% 31% 18%

59% 32% 44% 21%

50% 32% 26% 13%

Base:Allrespondentswhoarenotlikelytoparticipateincertainbankingactivitiesonmobileconnecteddevice(s)Source:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016

GLOBAL AVERAGE: TOP BARRIERS TO MOBILE BANKING BY GENERATION


“Securityconcernsarehighlyemotional,”saidTagg.“Mobile-banking

serviceshaveincorporatedmanyfeaturestoprotectcustomers’financial

information,butthethreatofhacksanddatabreachesisreal,and

manyconsumershaveageneraluneasinessaboutsharingpersonal

informationdigitally.Whilebankscontinuouslymonitorsecuritythreats

andincorporatenewmeasurestoprotectcustomers’assets,theyalso

needtobettereducatecustomersaboutthestepsthey’retaking,so

customersbelievetheirinformationisassecureontheirmobiledevice

asitisinaphysicalbranchlocation.Inthelong-term,concernsabout

fraudandsecurityareinitialhitchesthatwilllikelybeovercome.The

valuemobilebankingpresentsforconsumersfaroutweighsthereason

nottoparticipate.”

Convincingcustomerstousemobilebankingtoolsinsteadofvisitinga

branchorsimplygoingonlineonacomputer,however,ismoredifficult.

Robustfeaturesandfunctionalitythatensurecustomerscancomplete

thesameactivities—andmore—ontheirmobiledevicesastheycanin

personoronlineisessentialindrivingadoption.

Whichfeaturesdomobiledeviceownerswantinfuturebankingapps?

Facialrecognitionandcheckscanninganddeposittechnologyarethe

mostpopularfeatures,citedby41%and39%ofglobalrespondents,

respectively.RespondentsinAsia-Pacificareparticularlyenthusiastic

aboutthesefeatures,whilethoseinEuropeandNorthAmericaare

belowtheglobalaverage.Slightlyfewerglobalrespondents(37%)want

theabilitytotransfermoneytootheraccountsorotherpeople,with

thehighestpercentageinAfrica/MiddleEast(44%).Thisregionalso

exceedstheglobalaverage—alongwithAsia-Pacific(40%)andLatin

America(38%)—whenitcomestowantingtheabilitytointeractwith

theirbankonsocialmediaviaamobileapp(40%).

STRATEGY FOR MOBILE BANKING SUCCESS

Focus on the customer experience.Themobilebankingexperience

differsgreatlyfromwhatrespondentswouldexperienceiftheyvisited

abranchorevenbankedonline.Consequently,financialservice

providersneedtodesigntheirmobilebankingserviceswiththe

deviceinmind,focusingonopportunitiestominimizetheeffort

requiredtousethem.Theyshouldalsolookforopportunitiesto

capitalizeonthebreadthofdata—suchasgeo-location—andthe

featuresavailableviaamobilephone—suchastextmessagealertsor

calendarintegration—toaddvaluetotheirservicesandstayrelevant

totech-savvyconsumers.


FEATURES WANTED IN MOBILE-BANKING APPS OF THE FUTURE



FACIAL RECOGNITION

VOICE RECOGNITION

CHECK SCANNING AND DEPOSIT TECHNOLOGY

ABILITY TO APPLY FOR NEW PRODUCTS/SERVICES

ABILITY TO TRANSFER MONEY TO OTHER ACCOUNTS/OTHER PEOPLE

ABILITY TO COMMUNICATE WITH THE BANK VIA SOCIAL MEDIA

48%27%41%42%33%

47%22%43%36%34%

43%26%44%36%27%

39%22%37%39%30%

41%23%36%32%17%

40%15%

40%38%14%


MOBILE-ONLY BANKS REPLACE INTERPERSONAL WITH INTERACTIVE Anemergingtrendinthefinancialindustryismobile-onlybanks,whichdo

nothavephysicallocationsandareservicedentirelyviaamobileapp.The

savingsoninfrastructuremaybepassedontothecustomerintheform

ofhighlycompetitiveinterestratesandfriendlierfeestructures.However,

mobile-onlybanksfaceasignificantchallengewhenitcomestorecruiting

newcustomers,especiallyinmaturemarketswherefinancialsystemsare

deeplyingrained.

Aroundtheworld,justoverone-quarterofrespondents(27%)saythey’re

highlylikelytouseamobile-onlybank,whileslightlymore(28%)say

they’renotatalllikely.RespondentsinAsia-Pacificarethemostwillingto

useamobile-onlybank,whilethoseinEuropeandNorthAmericaarewell

belowtheglobalaverage.MorethanhalfofNorthAmericanrespondents

(51%)andmorethanfourin10Europeanrespondents(44%)saythey’re

notlikelytouseamobile-onlybank,comparedwithlessthanone-fifthof

Asia-Pacificrespondents(18%).

Whenitcomestothelikelihoodofusingamobile-onlybank,Indialeads

theway,with46%ofrespondentssayingthey’rehighlylikely.Mobile-only

banksmaybeparticularlywellsuitedtoIndiaforseveralreasons.First,

thecountryhasasizableunbankedpopulation;in2014,accordingtothe

WorldBank,53%ofIndianconsumershadabankaccount,compared

with62%worldwide.Theseconsumersmayhavedifferentexpectations

thanconsumerswhoareaccustomedtoformalfinancialinstitutions.

Second,Indiahasalargeruralpopulation—theWorldBankestimates

that67%ofIndiansliveinruralareas—thatcannoteasilyaccessphysical

banklocations.Thelikelihoodofusingamobile-onlybankisalsoabove

theglobalaverageinIndonesia(37%),Mexico(34%)andTurkey(34%).

Perhapsnotcoincidentally,bankaccountpenetrationisbelowtheglobal

averageinallthreecountries(36%,39%and57%,respectively,according

totheWorldBank).

Notsurprisingly,tech-savvyMillennialsaremorethantwiceaslikelyas

BabyBoomersandSilentGenerationrespondentstosaythey’relikely

touseamobile-onlybank.Morethanone-thirdofMillennials(34%)say

they’rehighlylikelytouseamobile-onlybank,comparedwith14%ofBaby

Boomersand6%ofSilentGenerationrespondents.


LIKELIHOOD OF USING A MOBILE-ONLY BANK BY REGION AND BY AGE


EUROPE

AFRICA/ MIDDLE EAST

LATIN AMERICA

ASIA-PACIFIC

NORTH AMERICA

HIGHLY LIKELY SOMEWHAT LIKELY NOT LIKELY

33% 49% 18%

23% 47% 30%

17% 39% 44%

34% 47% 19%

23% 52% 25%

26% 48% 26%

27% 48% 25%

14% 39% 47%

19% 30% 51%

6% 28% 66%


BABYBOOMERS

(50-64)

SILENT GENERATION

(65+)

MILLENNIALS (21-34)



CONVERTING A MOBILE-ONLY MAYBE TO A MOBILE-ONLY MUST-HAVEWhileonly27%ofglobalrespondentsarehighlylikelytouseamobile-

onlybank,almosthalf(45%)aren’tascertain,sayingthey’resomewhat

likely.Sohowdoyouconvertamaybetoamust-have?Whilethereisno

onemagicsolution,someincentivesaremorepowerfulthanothers.

Morethanfourin10globalrespondentswhoaresomewhatlikelyto

useamobile-onlybanksaytheywouldbehighlylikelytouseoneifthe

bankofferedlowerornofeesonthepurchaseofinvestmentproducts

(43%),higherdepositinterestrates(42%)ordiscountsonlifestyle

activities,suchasbookingentertainmentticketsorpurchasingmovie

tickets(42%).Slightlyfewer(39%)sayaquickerturnaroundtimeon

sometransactionswouldenticethemtotryamobile-onlybank.Not

surprisingly,convincingrespondentswhoarenotatalllikelytouse

amobile-onlybankwillbedifficult,evenwithincentives.Themost

enticingincentiveishigherinterestrates,citedby18%ofrespondents

whosaythey’renotlikelytouseamobile-onlybank.Evenfewersay

they’rehighlylikelytouseamobile-onlybankifitofferedlowerorno

feesonpurchaseofinvestmentproducts(16%),discountsonlifestyle

activities(15%)orlowerlendingrates(13%).

“Mobileofferingsarewidelybecomingacorepartofeveryfinancial

institution’sstrategy,butmobile-onlybankingisbestpositionedfor

growthindevelopingmarketswherelargeunbankedpopulationsdo

nothaveeasyaccesstophysicallocations,”saidTagg.“Withthatsaid,

however,thereisanopportunitytoexpandusageindevelopedmarkets,

too—especiallyamongyoungergenerations.Andwhilegreatdesign

andadvancedfeaturesareimportant,theyaren’tsufficient.Thevalue

propositionmustbestrongenoughthatconsumersnotonlyarewilling

togiveupthein-personbenefitsofbranchaccess,butalsoaregetting

uniquevalue-addedservicesinreturn.”

Themobile-onlybankalsoisincrediblycomplexforoperators.Notonly

mustthemobileappberobustenoughtoensurecustomerscando

everythingandreceivetop-qualitysupport,butitmustalsofunctionwell

acrossavarietyofdevicesandoperatingsystemsthatareconstantly

evolvingandoutsideofthecontrolofoperators.

45% OF GLOBAL RESPONDENTS SAY THEY’RE SOMEWHAT LIKELY TO USE A MOBILE-ONLY BANK. WHAT INCENTIVES ARE MOST LIKELY TO CONVERT THEM TO USERS?

Base:Respondentswhoaresomewhatlikelytouseamobile-onlybankSource:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016

NOT LIKELY

SOMEWHAT LIKELY

HIGHLY LIKELY

A straight-through process on loan applications (i.e., upload all income documents and you’ll be able to apply)28% | 55% | 17%

Discounts on lifestyle activities, such as booking entertainment tickets or purchasing movie tickets42% | 49% | 9%

Lower lending rates32% | 51% | 17%

Lower or no fees on purchase of investment products43% | 48% | 9%

Higher deposit interest rates42% | 45% | 13%

Quicker turnaround time on some transactions39% | 53% | 8%


MONEY ON THE MOVEConsumersaren’tjustusingtheirmobiledevicestoshop,check

theirbankaccountstatusortransfermoneybetweentheiraccounts.

They’realsousingthemtopayorcollectremittancesforgoods

orservices.Themobile-paymentsspaceisquicklyevolving,with

traditionalfinancialinstitutions,retailers,techgiantsandsmallstart-

upsallgettinginontheaction.Theresult?Anincrediblycrowdedand

complexenvironment.

Whilemobilepaymentsincludebothpeer-to-peerandphysical

point-of-saletransactions,theformeraremorepopularthanthe

latter,especiallyinemergingmarkets.Morethanone-thirdofglobal

respondentssaythey’rehighlylikelytotransfermoneyto(36%)andor

receivemoneyfrom(34%)anotherpersonusingtheirmobiledevice

inthenextsixmonths.Ingeneral,respondentsinemergingmarkets

aremorelikelytosaythey’llparticipateinpeer-to-peerpaymentsthan

thoseindevelopedmarkets.Eightofthe10marketsthatexceedthe

globalaveragewithregardtothelikelihoodoftransferringmoneyto

anotherpersonusingamobiledeviceareemergingmarkets,and11

of13countrieswherethelikelihoodofreceivingmoneyisabovethe

globalaverageareemergingmarkets.

“Emergingmarketshavesetthepacewhenitcomestomobile-

paymentadoptionanduse,”saidTagg.“Withsizeableunbanked

populationsthatdependheavilyoncash,mobilepaymentsfillan

importantgap,andtheyhavebeenthefocusofextensiveinnovation

effortsinsomeemergingmarkets.Infact,it’slikelythatsome

countrieswilllargelyskipoverthetraditionalpaymentmodels

centeredonbankaccountsandcreditcardsthatdominatein

developedmarkets,andinsteadwillrelyalmostexclusivelyondigital

toolsformanagingandmovingmoney.”

EMERGING MARKETS LEAD THE WAY IN MOBILE PEER-TO-PEER MONEY TRANSFERS

OF GLOBAL RESPONDENTS SAY THEY ARE HIGHLY LIKELY TO TRANSFER MONEY DIRECTLY TO ANOTHER PERSON IN THE NEXT SIX MONTHS

OF GLOBAL RESPONDENTS SAY THEY ARE HIGHLY LIKELY TO RECIEVE MONEY DIRECTLY FROM ANOTHER PERSON IN THE NEXT SIX MONTHS

CHINA 57%DENMARK 57%INDONESIA 51%INDIA 50%VENEZUELA 50%SOUTH AFRICA 49%THAILAND 48%SWEDEN 42%TURKEY 41%CHILE 40%

DENMARK 56%INDONESIA 54%INDIA 51%SOUTH AFRICA 49%VENEZUELA 48%THAILAND 47%CHINA 46%CHILE 43%TURKEY 41%SWEDEN 40%VIETNAM 38%PHILIPPINES 37%BRAZIL 36%

36%

34%

COUNTRIES THAT EXCEED THE GLOBAL AVERAGE

COUNTRIES THAT EXCEED THE GLOBAL AVERAGE


Only28%ofglobalrespondentsarehighlylikelytouse

mobilepaymentsinbars,restaurantsorretailstores

(mobileproximitypayments).India(46%)andChina

(45%)aretheonlymarketswherethelikelihoodofusing

mobilepaymentsinstoresexceedstheglobalaverage.In

India,theuseofmobilepaymentsisdrivenbyaseveral

factors,includingatechnologically-savvypopulation,

highmobilepenetration,aproliferationofaffordable

devicesandcomparativelyinexpenisveinternetaccess.

InChina,mobileproximitypaymentsareextremely

commoninlargecities.Consumerscanpaywith

theirmobileWeChataccountbyscanningQR(quick-

response)codes,whichareacceptedbyawiderangeof

merchants,fromupmarketrestaurantstohawkerson

thestreetandeventransportationservices.

Insomeoftheworld’smosttechnologicallyadvanced

andprogressiveeconomies,however,thelikelihoodthat

consumerswillusemobileproximitypaymentsisfairly

low.Forexample,only15%ofrespondentsinKorea,

11%inJapanand10%inHongKongsaythey’rehighly

likelytousemobilepaymentsinastoreinthenextsix

months.Whyisadoptionsolowinthesemarkets?In

part,it’sbecauseofthepopularityofalternativepayment

tools.InHongKong,onesuchexampleisOctopus,

areusablepay-as-you-gocardforretailshopsand

transportation.Inaddition,contactlessdebitorcredit

cardsthatusenear-fieldcommunication(NFC)are

popularinsomemarkets.

“Consumersaremorelikelytomigratefirstto

contactlesscardsandtakeawait-and-seeapproach

tonewlyintroducedmobile-paymentchannelssuch

asApplePay(whichonlybecameavailableinthepast

sixmonthsinHongKongandtheU.K.),particularly

becausecontactlessreaders,whilewidespread,are

notuniversal,meaningmostpeoplewillstillneedto

carryaphysicalcardincasetheirmobiledeviceisnot

compatiblewithreaders,”saidTagg.


EUROPE

AFRICA/ MIDDLE EAST

LATIN AMERICA

ASIA-PACIFIC

NORTH AMERICA

MOBILE-PAYMENT ACTIVITIES BY REGION

TRANSFER MONEY DIRECTLY TO ANOTHER PERSON

USE A MOBILE APP TO MAKE A PURCHASE

RECEIVE MONEY FROM ANOTHER PERSON

USE MOBILE PAYMENTS IN BARS, RESTAURANTS, RETAIL STORES

EUROPE

AFRICA/ MIDDLE EAST

LATIN AMERICA

ASIA-PACIFIC

NORTH AMERICA

Note:Figuresmaynotequal100%duetoroundingBase:Allrespondentswhosaytheyownanymobileconnecteddevice(s)Source:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016

25% 55%20%

37% 33%30%

33% 35%32%

29% 51%20%

39% 18%43%

25% 19%57%

35% 27%38%

30% 28%42%

29% 21%50%

36% 48%16%

28%30% 53%34% 19%37%

30%38% 51%28% 19%34%

30%34% 52%37% 18%29%

23%32% 64%23% 13%45%

38%31% 25%58% 37%11%

SOMEWHAT LIKELYNOT LIKELY

HIGHLY LIKELY


HIGHLY LIKELY

LIKELIHOOD OF PARTICIPATING IN ACTIVITY IN THE NEXT SIX MONTHS


Whenitcomestousingmobiledevicestomakepayments,thereis

alargegenerationgap.Morethanfourin10Millennialsworldwide

saythey’rehighlylikelytotransfermoneyto(45%)orreceivemoney

from(44%)anotherpersonviamobileinthenextsixmonths,while

lessthanone-fifthofBabyBoomersarehighlylikelytodoso(18%

and16%,respectively).Moreover,morethanone-thirdofMillennials

(35%)saythey’rehighlylikelytousemobilepaymentsinstoresorin

barsandrestaurants,roughlythreetimesthenumberofBoomersand

SilentGenerationrespondentsthatarelikelytodoso(13%and11%,

respectively).


MOBILE-PAYMENT USE BY GENERATION

TRANSFER MONEY DIRECTLY TO ANOTHER PERSON

USE A MOBILE APP TO MAKE A PURCHASE

RECEIVE MONEY FROM ANOTHER PERSON

USE MOBILE PAYMENTS IN BARS, RESTAURANTS, RETAIL STORES

Note:Figuresmaynotequal100%duetoroundingBase:Allrespondentswhosaytheyownanymobileconnecteddevice(s)Source:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016

15% 75%10%

38% 31%31%

28% 56%16%

36% 20%44%

38% 30%32%

18% 11%72%

34% 36%30%

28% 18%54%

34% 45%21%

35% 29%36%

13%26% 75%14% 11%60%

33%32% 40%45% 27%23%

27%32% 59%26% 13%42%

35%31% 30%53% 35%15%

36%35% 45%41% 19%25%


HIGHLY LIKELY


HIGHLY LIKELY



BABY BOOMERS

(50-64)

BABY BOOMERS

(50-64)

SILENT GENERATION

(65+)

SILENT GENERATION

(65+)

MILLENNIALS (21-34)

MILLENNIALS (21-34)



LIKELIHOOD OF PARTICIPATING IN ACTIVITY IN THE NEXT SIX MONTHS


SAFETY, SPEED AND SAVINGS DEFINE THE PATH TO MOBILE PAYMENT ADOPTION Aswasthecaseformobilebanking,theprimaryreasonsrespondents

areunlikelytousemobilepaymentsaresecurity(53%)andaperceived

lackofneed(33%).Giventheavailabilityofcontactlesscardsinmany

markets,consumersmaynotevenbeawareofwhetherretailershave

adoptedmobile-paymenttechnology,becausetheyseelittlereasonto

changetheirpurchasinghabits.

Base:AllrespondentswhosaidtheywerenotlikelytoconductmobilepaymentactivitiesinthenextsixmonthsSource:TheNielsenMobileShopping,BankingandPaymentSurveyQ1,2016

58%

48%

47% 58

%

50%

28% 36

%

32%

33% 38

%

12%

8% 16%

11%

7%

I’M CONCERNED ABOUT SECURITY

I DO NOT HAVE A NEED FOR MOBILE PAYMENTS

MOBILE-PAYMENT BARRIERS

TOP REASONS RESPONDENTS ARE NOT LIKELY TO PARTICIPATE IN MOBILE-PAYMENT ACTIVITIES IN THE NEXT SIX MONTHS


14%

14%

11%

13%

15%

MY DEVICE SCREEN IS TOO SMALL

RETAILERS I VISIT DO NOT ACCEPT MOBILE PAYMENTS


Sohowcanretailersandfinancialservicesprovidersencouragegreater

adoptionanduseofmobile-paymentsystems?Enhancingsecurity

seemscommonsense,butbuildingtrustisacriticalfirststepin

encouragingwideradoption.Fifty-sixpercentofglobalrespondentssay

enhancedsecurityfeatureswouldencouragethemtomakeamobile

paymentormakemoremobilepayments.

Retailersmustalsofindwaystoaddvaluetothemobile-payment

experienceandgiveconsumersareasontochangeingrainedbehaviors.

Morethanfourin10saythey’dtrymobilepaymentsorusethemmore

iftheyreceivedmobile-exclusiveincentives,loyaltyperksorrewards

(44%)orifcheckingoutwasfasterthanwithtraditionalmethods(44%).

Currently,contactlesscardpaymentsarefasterthanmobileinmany

markets,becausetheyrequirefewerclicks;consumersjustholdtheir

cardnexttothereaderanddon’tneedtoauthorizethetransaction.

Consequently,developingwaystospeedupthemobile-paymentprocess

willbecriticalindrivingadoption.

Aroundtheworld,SouthAfricahasthehighestpercentageof

respondentswhosaymobile-exclusiverewardswouldencouragethem

totryamobilepaymentorusemobilepaymentsmorefrequently(65%).

RoundingoutthetopfivearefourAsianmarkets:thePhilippines(63%),

India(60%),Singapore(58%)andMalaysia(55%).Similarly,whenit

comestospeediercheckoutformobilepaymentusers,fourofthetop

fivemarketswiththestrongestlevelofagreementareinAsia.Indonesia,

ThailandandVietnamleadtheway(65%each),followedbyVenezuela

(59%)andChina(52%).Chinainparticularisuniquelypositionedto

deliverunparalleledspeedandeaseviamobiledevice.Somestoresthere

willletconsumersscanaQRcode,payviaWePayandreceivesame-

daydeliverytotheirhome.Mostmaturemarketssimplydon’thavethe

supplychaininfrastructuretodeliverthiskindofbenefit.Therefore,

additionalvalueisnotderivedfromconnectedmobilecommunication

andpaymentsystems.

Mobile-paymentsystemsgiveretailersandfinancialservicesfirmsthe

opportunitytocollectmoredataaboutconsumerpurchasesandprovide

morerelevantoffersbasedonthisinformation.Butwhiletheability

tooffergreaterpersonalizationisoneofthemostenticingbenefitsof

mobilepaymentsforbrands,itsinfluenceonconsumersappearstobe

somewhatlimited.Onlyone-thirdofglobalrespondents(32%)saythe

abilitytoreceivemorerelevantoffersandadswouldencouragethemto

makeamobilepaymentormakemoremobilepayments.Tailoredads

andoffersaremorecompellinginChina(52%),India(48%),Vietnam

(43%)andEgypt(40%)thantheyareglobally.


Mobilepaymentsfaceasteeperclimbinmaturemarkets.One-fifthof

respondentsinNorthAmerica(22%)andEurope(20%)saynoincentive

couldmotivatethemtotryorincreasetheiruseofmobilepayments,

comparedwith9%inAfrica/MiddleEast,8%inLatinAmericaand4%

inAsia-Pacific.Roughlyone-thirdofrespondentsintheU.K.(33%),

Denmark(32%),Estonia(32%),Finland(32%),Australia(32%)andNew

Zealand(30%),andmorethanone-fifthinCanada(24%)andtheU.S.

(21%)saynoincentivecouldmotivatethemtotrymobilepaymentsor

increasetheiruse.

ENHANCED SECURITY FEATURES

INCENTIVES/LOYALTY/REWARDS AVAILABLE ONLY TO MOBILE- PAYMENT USERS

SPEEDIER CHECKOUT COMPARED TO TRADITIONAL PAYMENT METHODS

THE ABILITY TO RECEIVE MORE RELEVANT OFFERS AND ADS

INCENTIVES TO ENCOURAGE MOBILE-PAYMENT USE

PERCENTAGE WHO SAY INCENTIVE WOULD ENCOURAGE THEM TO USE MOBILE PAYMENTS OR INCREASE NUMBER OF MOBILE PAYMENTS THEY MAKE



40%40%41%

32%51%

21%21%

32%12%

43%

47%57%

49%46%

62%

27%45%44%

34%51%


“Indevelopedmarkets,thetangiblebenefitsofusingmobilepayments

overanotherkindofsystemaren’tcleartomanyconsumers,”said

Tagg.“Thereisnopointofuniquenessordifferenceotherthanuse

ofyourmobilephoneratherthanacard.Indevelopingmarkets,the

infrastructuresaremoreflexibleandthereismorecross-platform

integration(thinkAlipayandAlibabaorWeChatandWePay,whichdeliver

enhancedbenefitsthroughtheuseofintegratedtechnology).Thisis

missingindevelopedmarkets,wherethetechhasbeendivergentor

hasn’tbeenclosed-loop.”

Notsurprisingly,mobilepaymentsalsofaceasteeperclimbamong

matureconsumers.Enhancedsecurityfeaturesarethemostinfluential

improvementorincentiveamongrespondentsofallages.Younger

respondents,however,aremoreresponsivetomobile-exclusiverewards

(49%ofMillennialsversus33%ofBabyBoomers),speediercheckout

(48%versus33%)andpersonalizedadsandoffers(38%versus16%).

STRATEGY FOR MOBILE-PAYMENTS SUCCESS

Identify and emphasize the value-add.Betterconnectivityanddelivery

oftangiblebenefitsthroughoutthepaymentandpurchaseprocess

willdrivegreaterusage.MobilepaymentsmayaccelerateintheU.S.,

wherecardswithchip-and-signtechnology(whichuseanembedded

securitychipandrequireuserstosignfortheirpurchases)actually

delaythepurchaseprocessandmaypushconsumerstousemobile

payments.However,inmarketssuchasHongKongandtheU.K.,

wherecontactlesspaymentspoweredbyNFCchipsalreadyspeed

upthepurchasingprocess,therewillneedtobeamoremeaningful

reasontoincorporatemobilepaymentsintoconsumers’daily

routines.

Twopotentialmodelsfordrivingadoptionhaveemerged:integrated

banking,similartowhathasoccurredinSweden,andatech-driven

approach,similartowhathasoccurredinChina,inwhichtech

companiesprovidethemeansforseamlesspurchasetransactionsand

transfers.


MOBILE-PAYMENTS INCENTIVES BY GENERATION

PERCENTAGE WHO SAY INCENTIVES WOULD ENCOURAGE THEM TO USE MOBILE PAYMENTS OR INCREASE THE NUMBER OF MOBILE PAYMENTS THEY MAKE


THE ABILITY TO RECEIVE MORE RELEVANT OFFERS AND ADS

NONE OF THESE INCENTIVES WOULD MOTIVATE ME TO TRY MOBILE PAYMENTS OR INCREASE MY USE

INCENTIVES/LOYALTY/REWARDS AVAILABLE ONLY TO MOBILE-PAYMENT USERS

SPEEDIER CHECKOUT COMPARED TO TRADITIONAL PAYMENT METHODS

ENHANCED SECURITY FEATURES


MILLENNIALS (21-34)


SILENT GENERATION

(65+)


58%

58%

55%

44%47%

49%

45%

33%

25% 42%

48%

45%

33%

28% 46%

38%

32%

16%

10%

32%5%

9%

21%10%

34%


COUNTRIES IN THE GLOBAL SURVEY

MARKET INTERNET PENETRATION

Australia 93%

China 52%

HongKong 80%

India 37%

Indonesia 34%

Japan 91%

Malaysia 68%

NewZealand 94%

Philippines 53%

Singapore 81%

South Korea 92%

Taiwan 84%

Thailand 60%

Vietnam 52%

ASIA-PACIFIC


Egypt 37%

Morocco 61%

Pakistan 18%

SaudiArabia 65%

SouthAfrica 49%

UnitedArabEmirates

92%

AFRICA/MIDDLE EAST


Canada 93%

UnitedStates 87%

NORTH AMERICA

EUROPE


Austria 83%

Belarus 59%

Belgium 85%

Bulgaria 57%

Croatia 75%

CzechRepublic 80%

Denmark 96%

Estonia 84%

Finland 94%

France 84%

Germany 88%

Greece 63%

Hungary 76%

Ireland 83%

Israel 73%

Italy 62%

Kazakhstan 54%

Latvia 82%

Lithuania 82%

Netherlands 96%

Norway 96%

Poland 68%

Portugal 68%

Romania 56%

Russia 71%

Serbia 66%

Slovakia 83%

Slovenia 73%

Spain 77%

Sweden 95%

Switzerland 87%

Turkey 60%

UnitedKingdom 92%

Ukraine 43%


LATIN AMERICA

Argentina 79%

Brazil 68%

Chile 80%

Colombia 59%

Mexico 56%

Peru 59%

Venezuela 62%

Source:MiniwattsMarketing,Internet World Stats,Jun.30,2016(EuropeisupdatedthroughNov.30,2015),www.internetworldstats.com


ABOUT THE NIELSEN GLOBAL SURVEYTheNielsenMobileShopping,BankingandPaymentSurveywasconducted

March1–23,2016,andpolledonlineconsumersin63countriesthroughout

Asia-Pacific,Europe,LatinAmerica,theMiddleEast/AfricaandNorth

America.Thesampleforbothsurveysincludesinternetuserswhoagreed

toparticipateinthissurveyandhasquotasbasedonageandsexforeach

country.Itisweightedtoberepresentativeofinternetconsumersbycountry.

Becausethesampleisbasedonthosewhoagreedtoparticipate,noestimates

oftheoreticalsamplingerrorcanbecalculated.However,aprobabilitysample

ofequivalentsizewouldhaveamarginoferrorof±0.6%atthegloballevel.

ThisNielsensurveyisbasedonlyonthebehaviorofrespondentswithonline

access.Internetpenetrationratesvarybycountry.Nielsenusesaminimum

reportingstandardof60%internetpenetrationoranonlinepopulationof10

millionforsurveyinclusion.

ABOUT NIELSENNielsenHoldingsplc(NYSE:NLSN)isaglobalperformancemanagement

companythatprovidesacomprehensiveunderstandingofwhatconsumers

watchandbuy.Nielsen’sWatchsegmentprovidesmediaandadvertising

clientswithTotalAudiencemeasurementservicesforalldevicesonwhich

content—video,audioandtext—isconsumed.TheBuysegmentoffers

consumerpackagedgoodsmanufacturersandretailerstheindustry’sonly

globalviewofretailperformancemeasurement.Byintegratinginformation

fromitsWatchandBuysegmentsandotherdatasources,Nielsenalso

providesitsclientswithanalyticsthathelpimproveperformance.Nielsen,

anS&P500company,hasoperationsinover100countries,coveringmore

than90%oftheworld’spopulation.

Formoreinformation,visitwww.nielsen.com.

Copyright©2016TheNielsenCompany.Allrightsreserved.Nielsenand

theNielsenlogoaretrademarksorregisteredtrademarksofCZT/ACN

Trademarks,L.L.C.Otherproductandservicenamesaretrademarksor

registeredtrademarksoftheirrespectivecompanies.16/10416

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