High income misers bob.burgoyne@tnsglobal.com ©TNS 2013
Agenda1Understanding consumers2A land of opportunity or scarcity?3Money from misers ©TNS 2013 2
Understanding consumers ©TNS 2013 3
Ask them – Mobile Life 37,700 interviews 43 markets 2013: 8th year ©TNS 2013 4
Measure them – Mobile Behave Phone Features ...
A land of opportunity or scarcity? ©TNS 2013 6
Guess the countries! % of data use via 3/4G India ...
Guess the countries! % of data use via 3/4G 48 74 93 ...
Higher income = lower proportion of data via 3G % of data use via 3/4G 48 43 ...
China – passed inflection point on smartphone adoption Willing to pay for next phon...
China now a bigger market than US 250 US C...
App ecosystem is large and dynamic 78% of high income users have more than 100 ...
… but doesn’t drive much revenue 18% downloads 3% revenue Appl...
Behaviours suggest minimising data usage a priority ...
IM usage cannibalising SMS – esp. for high income groups 38 ...
Money from misers ©TNS 2013 16
Give them what they want – here are the top opportunitiescontrolling home 8 35 ...
A partir de Abril 2013……Más resultadosde la nueva ediciónde Mobile Life Para más información: ...
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Ponencia de tns en el Mobile World Congress

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Published on: Mar 4, 2016
Published in: Technology      
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Transcripts - Ponencia de tns en el Mobile World Congress

  • 1. High income misers bob.burgoyne@tnsglobal.com ©TNS 2013
  • 2. Agenda1Understanding consumers2A land of opportunity or scarcity?3Money from misers ©TNS 2013 2
  • 3. Understanding consumers ©TNS 2013 3
  • 4. Ask them – Mobile Life 37,700 interviews 43 markets 2013: 8th year ©TNS 2013 4
  • 5. Measure them – Mobile Behave Phone Features Network & Data Apps Browser ©TNS 2013 5
  • 6. A land of opportunity or scarcity? ©TNS 2013 6
  • 7. Guess the countries! % of data use via 3/4G India USA 48 74 93 ? ? ? ChinaSource: Mobile Life 2013, Question D19, data users ©TNS 2013 7
  • 8. Guess the countries! % of data use via 3/4G 48 74 93 USA China IndiaSource: Mobile Life 2013, Question D19, data users ©TNS 2013 8
  • 9. Higher income = lower proportion of data via 3G % of data use via 3/4G 48 43 74 60 93 84 USA China IndiaSource: Mobile Life 2013, Question D19, data users Low income High income ©TNS 2013 9
  • 10. China – passed inflection point on smartphone adoption Willing to pay for next phone In-market price of phonesSource: Mobile Life ©TNS 2013 10
  • 11. China now a bigger market than US 250 US China 2011 2012 2013Source: Flurry Analytics ©TNS 2013 11
  • 12. App ecosystem is large and dynamic 78% of high income users have more than 100 apps Each month on average 4 installed 1 uninstalledSource: Mobile Behave 2012, Base = 521 high income consumers ©TNS 2013 12
  • 13. … but doesn’t drive much revenue 18% downloads 3% revenue Apple app from China store: from elsewhere ‘I only download free apps’ 57 28 15 % Agree Neutral DisagreeSources: Skoeld 2012, Mobile Life 2013 - base 976 high income consumers ©TNS 2013 13
  • 14. Behaviours suggest minimising data usage a priority Average duration per % using app category week amongst users Music & Video 86 37 mins Social Networking 84 Camera 75 Clock 74 Browsing 70 Calendar 68 Calculator 62 IM 56 70 mins Entertainment 54 Games 53 Productivity 41Books & Reference 35 116 mins Travel 37 Shopping 34 Email 31 Finance 30 Photography 30 News & Weather 29 Sources: Mobile Behave 2012, Behavioural data. Base = 521 high income consumers ©TNS 2013 14
  • 15. IM usage cannibalising SMS – esp. for high income groups 38 Fewer 24 Same Medium 52 12 income More High income Change in SMS SMS messages behaviour sent per weekSources: Mobile Life 2013 (base (IM users) 895 high income), Mobile Behave 2012 (bases 222 medium income, 422 high income) ©TNS 2013 15
  • 16. Money from misers ©TNS 2013 16
  • 17. Give them what they want – here are the top opportunitiescontrolling home 8 35 53 4 video calling 24 25 45 7 augmented 20 22 50 8 reality live TV 30 19 45 5 GPS 38 16 39 6 stream video 39 16 40 5 % Using Interested Not interested Dont knowSources: Mobile Life 2013 (base 1249 high income respondents) ©TNS 2013 17
  • 18. A partir de Abril 2013……Más resultadosde la nueva ediciónde Mobile Life Para más información: Alberto Relaño Julián Camarillo, 42. (Ed. Treviso) 28037 Madrid Tel. 91 432 87 00 e. alberto.relano@tnsglobal.com www.tnsglobal.es ©TNS 2013 18

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