41

28

23

7 Handset

Network

Content

OS

• There is a greater reliance on the mobile in the emerging world due to a lack of alternative devices

• Strong ownership and intention means the tablet category is here to stay

• Italy is at the forefront as for devices owned, mobile penetration and device prioritisation, tablet intention to buy

The d

evic

e

eco

syst

em

Mobile

tre

nds

Mobile

in t

he p

ath

to p

urc

hase

# of devices owned

% Mobile penetration

% Device prioritisation

Global

Developed

Europe

Italy

3

5

5

6

92

97

98

100

21

21

17

22Dev Asia N America Europe Italy

13 1217

10

2215

1622

Tablet ownership Tablet intention

Italy

UK

Spain

43

51

49

15

16

15

42

33

36

Smartphone Adv feature phone Basic feature phone

Top five uses of location based services- Italy

Navigate directions

Find nearby points of interest

Find restaurants orentertainment venues

As an in-car satnav

To find friends

43

42

30

25

20Dev Asia N America LatAm China

13 127 9

2215

1910

Tablet ownership Tablet intention

Dev Asia Europe SSA Italy

3217 8

22

26

29 5036

Mobile banking usageMobile banking interest

www.tnsglobal.com/mobilelife

Mobile usage in the path to purchase

Dev Asia N America Europe Italy

28

1813 15

Most popular mobile path to purchase activity Italy

40 23 22 26 21

Compareprices

Researchat home

Researchin store

Readindependent

reviews

Checkopinionson SNs

The device ecosystem Mobile trends Mobile in the path to purchase

Holiday/travel

Cosmetic/Facial care products

PC/Laptop/Tablet

Holiday/Travel

Clothes & Shoes

Clothes & Shoes

Top three categories researched Italy

• Handset is the most important element in choosing a new device, in Italy

• LBS is currently used for navigation, although consumers are using it to find nearby brands and businesses

• Although motivations may differ, there is strong demand for mobile banking. Dev Asia has the higher use rate of M-Banking

• As mobile markets develop, the device increasingly affects the path to purchase

• Price comparison, research and opinion gathering needs to form the core of any brand’s mobile retail strategy

• Mobile affects a range of product choices, differing dramatically across demographics and markets

Share of commitment - Ita Average (months) mobile lifecyle

42

47

Global

Europe

Italy43

Innovative features

©TNS 2012