Our Mobile Planet - Brazil - 2012 - Google

8/13/2019 Our Mobile Planet - Brazil - 2012 - Google

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Google Con!dential and Proprietary


Understanding the Mobile Consumer

May 2012

Our Mobile Planet:Brazil


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Executive Summary

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Smartphones have become an indispensable part of our daily lives. Smartphone penetrationis at 14% of the population and these smartphone owners are becoming increasingly reliant ontheir devices. 73% access the Internet every day on their smartphone and most never leave home

without it. Implication: Businesses that make mobile a central part of their strategy will bene!tfrom the opportunity to engage the new constantly connected consumer.

Smartphones have transformed consumer behavior. Mobile search, video, app usage, andsocial networking are proli!c. Smartphone users are multi-tasking their media with 88% usingtheir phone while doing other things such as watching TV (46%). Implication: Extendingadvertising strategies to include mobile and developing integrated cross-media campaigns canmore e"ectively reach todays consumers.

Smartphones help users navigate the world. Appearing on smartphones is critical for localbusinesses. 88% of smartphone users look for local information on their phone and 92% takeaction a result, such as making a purchase or contacting the business. Implication: Ensuring thatclickable phone numbers appear in local results and leveraging location based services on mobilemake it easy for consumers to connect directly with businesses.

Smartphones have changed the way consumers shop. Smartphones are critical shopping tools

with 80% having researched a product or service on their device. Smartphone research in#uencesbuyer decisions and purchases across channels. 31% of smartphone users have made a purchaseon their phone. Implication: Having a mobile optimized site is critical and a cross-channel strategyis needed to engage consumers across the multiple paths to purchase.

Smartphones help advertisers connect with consumers. Mobile ads are noticed by 94% ofsmartphone users. Smartphones are also a critical component of traditional advertising as 75%have performed a search on their smartphone after seeing an o$ine ad. Implication:Makingmobile ads a part of an integrated marketing strategy can drive greater consumer engagement.


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Understanding the Mobile Consumer

This survey is designedto gain insights into howconsumers use theInternet on their

smartphones

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How are smartphonesused in daily life?

How do consumers multi-taskwith their smartphones?

Whatactivitiesare consumersconducting on their smartphones?

What role do smartphones play

in the shoppingprocess?

How do consumers respond

to ads, o$ine and on mobile?

DAY

In detail:

Facts and figures about smartphoneadoption and usage

Internet usage in general, search, video,social networking, mobile advertisingand m-commerce behavior viasmartphones

This country report is part of a globalsmartphone study conducted in multiplecountries. Visit OurMobilePlanet.com foraccess to additional tools and data


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Agenda

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1 Smartphones are Indispensable to Daily Life

2 Smartphones Have Transformed Consumer Behavior

3 Smartphones Help Users Navigate the World

4 Smartphones Change the Way Consumers Shop

5 Smartphones Help Advertisers Connect with Customers


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SMARTPHONESARE INDISPENSABLETO DAILY LIFE

5


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Smartphones are a Central Part ofOur Daily Lives

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have used theirsmartphones every day inthe past 7 days40%

Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q18: Thinking about the last seven days on how many days were you online with ...?


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Smartphones are Always On, Always with You

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dont leave homewithout their device73%

Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q52: To what extent do you agree to each of these statements?, Top2 Boxes; scale from 5 completely agree to 1 completely

disagree. I dont leave house without my smartphone


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Smartphones Are Used Everywhere

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At home

96%

On the go

64%

In a store

66%

96%

82%

69%

66%

64%

60%

56%

53%

52%

49%

49%

Home

Work

Restaurant

In a store

On the go

Public Transport

Caf or coffee shop

Doctor's office

At a social gathering

Airport

School

Place of Use

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q16: Where do you use your smartphone? Please select first at which locations you ever use it - even if only seldom.


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Smartphone Use is Expected to Increase

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expectto use their

smartphone more toaccess the Internetin the future

51%

Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q21: Thinking about the next 12 months, what do you expect, how will you be using the internet with your!?


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Google Con!dential and Proprietary 12

Smartphones Have Become so Important toConsumers that

Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q52: To what extent do you agree to each of these statements?, Top2 Boxes; scale from 5 completely agree to 1 completely

disagree. I would rather give up TV than my smartphone. I would rather give up my TV / desktop PC than my smartphone

would rather give upTV than their smartphone27%


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SMARTPHONESHAVE TRANSFORMEDCONSUMER BEHAVIOR

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Smartphones are aMajor Access Pointfor Search

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50%search on theirsmartphonesevery day

Base: Private smartphone users who use the internet in general and who are searching via search engine, Smartphone n= 958Q31: How often do you do searches (via Google, Yahoo!, Bing, etc.) on your ... ?


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Smartphones are a Multi-Activity Portal

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Entertainment

92%

72%

71%

57%

21%

79%

71%

46%

39%

Accessed a social network (e.g.updated a status message checked

messages or friends' pages)

Emailed (sent or read)

Read news on newspaper or magazine

portals

Reviewed websites blogs or messageboards

Browsed the Internet

Listened to music

Watched videos on a video sharingwebsite (e.g. YouTube.com)

Played games

Stay Informed61%

Communication

86%

Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.


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App Usage is Ubiquitous

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146

2Base: Private smartphone users who use the internet in general, Smartphone n= 1.000

Q24: How many apps do you currently have on your smartphone?Base: Private smartphone users who use the internet in general and who have at minimum one app on their smartphone, n= 990Q25: And of the apps you currently have installed on your smartphone, how many have you used actively in the last 30 days?Q26: And of the apps you currently have installed on your smartphone, how many have you purchased for a certain amount in an app store?

apps installedon average

paid apps installedon average

apps used in thelast 30 days


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75%watch video

21%use video at leastonce a day

18Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q35: How often do you watch videos via websites or apps (e.g. short video clips, videos

of TV shows, TV movies online, etc.) on your ... ?

Smartphones Users are Avid Video Watchers


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Smartphone Users are FrequentSocial Networkers

19Base: Private smartphone users who use the internet ingeneral, Smartphone n= 1.000 . Q38: How often do you visit asocial network (via websites or apps) on your ... ?

53%visit at leastonce a day

88%visit socialnetworks


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Smartphones Are Used While Multi-taskingwith Other Media

20Base: Private smartphone users who use the Internet in general and who were online yesterday with their smartphone,Smartphone n= 706 Q22: When you use the Internet on your smartphone, which if any of the following do you do at the same time?

88%Use

smartphonewhile!

Play video games

18%

Read a book

15%

Watch movies

29%

Watch TV

46%

Listen to music

63%

Use Internet

55%

Read magazines/newspapers

26%


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SMARTPHONESHELP USERSNAVIGATE THE WORLDAROUND THEM

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Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)Base: Private smartphone users who use the internet in general and who look at least less than once a month forinformation on their smartphone, Smartphone n= 881 Q34 Which of the following actions have you taken after havinglooked up this type of information (business or services close to your location)?

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of smartphone usershave looked for localinformation

88%

have taken action as

a result

92%


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Look for localinformation daily

Look for local information atleast once a week64% 33%

Looking for Local Information is a FrequentSmartphone Activity

23Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)


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Local Information Seekers Take Action

24Base: Private smartphone users who use the internet in general and who look at least less than once a monthfor information on their smartphone, Smartphone n= 881Q34: Which of the following actions have you taken after having looked up this type of information (businessor services close to your location)?

told othersabout it

41%

50%

38%

56%

37%

34%

18%

43%

31%

Called the business or service

Looked the business up on a map orgot directions to the business or

service

Visited the website of the business orservice

Visited a business (e.g. store orrestaurant)

Recommended a business or serviceto someone else

Read or wrote a review about abusiness or service

Made a puchase from a businessonline

Made a purchase from a business in-store

visited thebusiness66%

connected withthe business

63%

made a purchase

55%


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Google Con!dential and Proprietary 25

SMARTPHONESCHANGE THE WAYCONSUMERS SHOP


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Smartphones Allow Users to ResearchProducts Anytime, Anywhere

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At home

55%

On the go

17%

In a store

15%

Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q51a: And where were you when you researched for products or services with your smartphone?

55%

39%

20%

18%

18%

17%

15%

Home

Work

Restaurant

Caf or coffee shop

Public transport

On the go

In a store

Place of Search


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have researcheda product or serviceon their phone80%

Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q51a: And where were you when you researched for products or services with your smartphone?

27


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Smartphones are Our Primary ShoppingCompanions

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31%

30%

29%

Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q52: 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.

I intentionally have mysmartphone with me

to compare prices andinform myself

about products.

I have changed mymind about purchasing

a product or serviceonline as of a result of information

I gathered using my smartphone.

I have changed my mind aboutpurchasing a product or servicein store as of a result of information I

gathered using my smartphone.


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Research that Starts on Smartphones Leadsto Purchases Across Channels

Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q48: Listed below are various products or services. For each of these products or services please indicate which statement appliesto you.

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Researchon smartphone

45%

30%

then purchased

via computer

then purchased

it o!ine

then purchased


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54%of these smartphone shoppershave made a purchasein the past month

31%of smartphone users

have purchased aproduct or serviceon their smartphone

Base: Private smartphone users who use the internet in general, Smartphone n= 1.000

Q44: Have you ever purchased a product or service over the internet on your smartphone? With product or service we mean everything you canbuy excluding apps. Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone n= 311Q45: Have you made a purchase by using your smartphone in the past month?

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Smartphones Are an Emerging Point ofPurchase


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Smartphones Shoppers are Frequent Buyers

31Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone, Smartphone n=311 Q47: How frequently do you purchase products or services with your smartphone?

66%make mobile purchasesat least once a month


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O!ine Ad Exposure Leads to Mobile Search

35Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 939Q43a: How often do you use your smartphone to do a search in response to an ad you have seen in a magazine, on a poster, on TV or in a shop/business?

Ad location

TV67%

Shop/business69%

Magazines

62%Posters / Billboards

48%

75%

have performeda mobile search after

seeing an ad


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Google Con!dential and ProprietaryBase: Private smartphone users who use the internet in general and who are searching via search engine, Smartphone n= 958Q32: How many search result pages do you look at, when conducting a search with your ... ?

47%only look at the "rst pageof results whenconducting a search on

their smartphone

The First Page of MobileSearch Results is Key

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1 2 3 4 5 6 7 8 Next


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Mobile Ads Make an Impression

38Base: Private smartphone users who use the internet in general and who at least rarely notice advertising n= 939Q42: Where have you noticed advertising when using your smartphone?

43%

42%

31%

25%

24%

16%

While using a searchengine

While on a website

While in an app

While watchinga video

While on a videowebsite

While on a retailerwebsite

While in app

31%

While on awebsite42%

While using asearch engine

43%

White watchinga video

25%

Where Mobile Ads Are Noticed


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Background

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Research Methodology

In partnership with Ipsos MediaCT, we interviewed a total of 1,000Brazilian online adults (18-64 years of age) who identi!edthemselves as using a smartphone to access the Internet

The distribution is according to a national representativeCATI Study

A smartphone is de!ned as a mobile phone o"ering advancedcapabilities, often with PC-like functionality or ability todownload apps

Respondents were asked a variety of questions around deviceusage, mobile search, video, social, web and commerce behaviorand mobile advertising

Interviews were conducted in Q1 2012

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Demographics

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Area

32%

68%

30%

35%

25%

5%

5%

97%

2%

1%

42%11%

39%

1%

7%

Female

Male

18-24 Years

25-34 Years

35-44 Years

45-54 Years

55+ Years

Urban

Suburban

Rural

Single

Living with partner

Married

Widowed

Divorce/Separated

Age

Gender

MaritalStatus

Base: Private smartphone users who use the Internet in general, wave 2, n= 1.000S2. Please indicate your gender. / S1. What is your age? / D3. In what area do you live? D2. What is your marital status?


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Demographics

3%

49%

35%

13%

76%

10%9%

5%

2%

14%

18%

27%

20%

11%

2%

6%

Basic

Complete medium

Superior full

Postgraduate / Master / PhD

Employed (full-time/part-time)

Student

Unemployed / homemaker

Other

Less than R$700

R$ 701 - R$ 1.300

R$ 1.301 - R$ 2.300

R$ 2.301 - R$ 4.200

R$ 4.201 - R$ 7.900

R$ 7.901 - R$19.000

R$19.001 or more

Don't know/ no answer

EmploymentStatus

Education

Income

Base: Private smartphone users who use the Internet in general, wave 2, n= 1.000

Documents

Our Mobile Planet - Brazil - 2012 - Google