Nielsen: Global Mobile User Survey

Mobile phones have spread all over the world. Even in developing countries like China and India, almost everyone has a mobile phone. However, people in different countries have completely different habits of using mobile phones. In the latest research report "Global Mobile User Survey" released by Nielsen, researchers observed the preferences and usage habits of consumers in 10 countries including the United States, the United Kingdom, Australia, China, South Korea, Turkey, Brazil, Italy, Russia and India for mobile phone models, and concluded that "the mobile phone usage habits of different groups of people in different countries are very different."

User group characteristics affect their choice of mobile phone models <br /> In the United States and the United Kingdom, most users choose to use smartphones, but in Brazil, India and Russia, reliable traditional feature phones (phones without touch screens or full keyboards, and without Android and iOS smart operating systems) are still the first choice for users. This is mainly because the mobile network infrastructure in these countries is not yet perfect, and mobile networks required for smartphones have not been established in other areas except large cities. In general, young people prefer smartphones. As this group of users grows older, they will become the mainstream consumer group, and it is foreseeable that smartphones will also become the mainstream model.

The multifunctionality of smartphones means more data traffic and bandwidth are needed, which will incur costs. In South Korea, the United States and the United Kingdom, where smartphone ownership rates are high, consumers are more willing to sign contracts with service providers to enjoy "fixed-fee monthly packages". In countries where there are relatively few smartphone users and 3G and 4G facilities are relatively backward, consumers are more likely to choose "pay as much as you use" services, or simply choose to use wireless networks.

Smartphone User Habits <br /> As operating systems become more advanced and functions more complete, smartphones are changing the mobile phone usage habits of consumers around the world. Games and social media are the most popular applications in all countries.

Mobile Shopping <br /> Shopping with smartphones is still in its infancy in many countries. In the 10 countries selected for this study, only a small number of consumers use mobile wallets or NFC (near field communication technology). Only in the United States do more smartphone users use mobile clients to shop once a month. Despite this, smartphone users in many countries still use their phones to browse product information, compare products, or read user reviews.

Mobile Video <br /> We have not observed a clear trend in users forming the habit of watching videos on their mobile phones. But it is certain that most smartphone users prefer to watch videos directly on the web or client rather than downloading videos and watching them later.

Although no one thinks that mobile video will replace traditional TV, mobile phones do provide users with the convenience of watching videos anytime and anywhere. Most smartphone users say that watching videos on their phones does not affect their habit of watching traditional TV programs. In developing countries, mobile video has the greatest impact on traditional TV. For example, in an online survey, one-third of Chinese smartphone users said that mobile video increased the frequency of their watching traditional TV programs, while 28% of Indian smartphone users claimed that because they can watch videos on their phones, they spend less time watching traditional TV.

Mobile advertising <br /> As the number of mobile phone users around the world explodes, content providers and website operators are eager to find new ways to create more value for their websites, and brands and advertisers are also looking for more opportunities to deliver brand information to target consumers. In nine countries except India, smartphone users receive push ads almost every day. Indian users receive ads less frequently, with 70% of users saying they receive an ad about once a week. In general, users in developed countries are less likely to click on these ads, while users in developing countries are more likely to click on ads.

Compiled by: Yin Yale

Report download address: //www.nielsen.com/content/corporate/us/en/insights/reports-downloads/2012/mobile-consumer-report-february-2013.html