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Posts Tagged ‘United States

How Mobile Consumers Use Their Devices Around the Globe

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Back in February, Nielsen issued a report on how mobile consumers connect around the globe. The report examined mobile consumer behavior, device preference, and usage in Australia, Brazil, China, India, Italy, Russia, South Korea, Turkey, the U.K., and the U.S. Here are some findings from the report.

What type of devices do we use?

Legend

What device type do we use?

Explanation

 Nielsen_Legend  Nielsen_Smartphone Device preference is evolving, as smartphone penetration continues to grow in most markets, especially in developed markets with widespread 3G/4G access.

In the U.S. and South Korea, for example, smartphone owners now make up the majority of mobile consumers. And in many markets this increased penetration is being led by a new generation of young adults eager to embrace smartphone technology.

Comparatively, in growing economies like India and Turkey, a growing group of mobile phone users prefer feature phones over other device options (80% and 61%, respectively).

 Nielsen_Feature_Phone
 Nielsen_Multimedia_Phone

Which apps do we use?’

Legend

Which apps do we use?

Explanation

 Nielsen_Legend  Nielsen_GamesNielsen_Social_Networking Nielsen_Video_MoviesNielsen_NewsNielsen_MapsNielsen_WeatherNielsen_BankingNielsen_ShoppingNielsen_Productivity Smartphone owners tend to gravitate toward games and social networks, though the level of activity varies depending on the market.

For example, smartphone owners in the U.S. were most likely to watch video and use maps/navigation apps, while Chinese users were more likely to access news and weather updates via their mobile apps.

More than half of smartphone users in South Korea regularly use their devices for mobile banking, compared with 22% in Italy.

Source: The Nielsen Company Newswire
http://www.nielsen.com/us/en/newswire/2013/how-the-mobile-consumer-connects-around-the-globe.html
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Mobile Devices Are “Go-To” Sources for News

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A study by Mojiva reveals mobile devices have become a ‘go-to’ source for news: nearly 25% of United States respondents and 20% of United Kingdom respondents receive primary news updates via their smartphone or tablet device

The report, “The State of Mobile News Consumption,” looks at how smartphone and tablet users access news through their mobile devices and examined their receptiveness as it relates to mobile advertising.

“People who read the news aren’t necessarily giving up one platform in favor of a different or newer platform, but are instead morphing into ‘multi-platform’ consumers for different news ‘experiences’,” said Amy Vale, VP, Global Research and Strategic Communications of Mojiva, Inc.

“Reading the news in print, or even online, is a much more immersive experience given the nature of the screen size, whereas reading news on a mobile device gives consumers up-to-the-minute information on breaking news the second it becomes available, wherever they may be.”

The Mojiva report supports industry research that indicates the rise in mobile news consumption isn’t limited to the United States. In fact, the United Kingdom has the highest percentage of frequent mobile news users at 46.8%, and is the EU5 country (France, Germany, Italy, Spain and the United Kingdom) with the highest smartphone-based news consumption.

The major findings of the report include:

  • 24% of U.S. respondents get their primary news updates from their smartphone or tablet, compared to 20% of U.K. smartphone respondents.
  • 30% of U.S. smartphone respondents learn about breaking news stories via text alerts or notifications on their smartphones and tablets, while only 25% are loyal to TV as their primary breaking news outlet. In the U.K., 29% leverage TV as a top source for breaking news, compared to just 20% being notified of breaking news via text alerts and notifications on their smartphones and tablets.
  • U.S. tablet users (70%) check news updates from two or more news sites or apps more frequently than U.S. smartphone users (61%). Although not as high, 52% of U.K. smartphone owners check two or more news sites or apps from their devices daily.
  • In the U.S., 15% of tablet owners and 8% of smartphone owners read news content on their devices simultaneously while watching TV. Similarly, 8% of U.K. smartphone owners read news on their devices while watching TV in the evenings.
  • 67% of U.S. smartphone owners, 54% of U.S. tablet owners and 65% of U.K. smartphone owners will pay more attention to mobile ads if the content is relevant to the actual news story they are reading or watching on their mobile device.
  • The top three factors for mobile advertising receptiveness within mobile news sites or apps in the U.S. are:
    • Personalization/relevance (25%)
    • Humor/entertainment (19%)
    • Interesting content and information (15%)
  • The top three factors for mobile advertising receptiveness in the U.K. are:
    • Personalization/relevance (24%)
    • Humor/entertainment (20%)
    • A minimal presence of fewer ads overall (16%).
  • The majority of U.S. (65%) and U.K. (69%) smartphone respondents, as well as the majority of U.S. tablet respondents (59%), would not pay for a subscription to access their favorite news source from their smartphone or tablet.

The U.S. studies were fielded from 26 Sep–27 Sep 2012 and targeted U.S. smartphone owners and tablet owners. Each U.S. study garnered 1,000 completes from a random sample. The U.K. study was fielded from 26 Sep–3 Oct 2012, targeted U.K. smartphone owners only, and garnered 1,000 completes from a random sample.