Nielsen: 2011 Q3 Global Mobile Internet Media Report

According to foreign media reports, market research firm Nielsen recently released the "Media Status: Mobile Media Report" for the third quarter of 2011. The report shows that 44% of American mobile phone users currently use smartphones, and the number of smartphone users using mobile Internet has increased by 45% since 2010.

The following are the main contents of the report:

Mobile users are always online, and increasingly online through their phones. According to Nielsen’s monthly survey of 25,000 mobile users (equivalent to 300,000 per year), 44% of US mobile users own a smartphone, up from just 18% two years ago, and these advanced devices are changing the way they interact with their phones.
The number of smartphone users using mobile internet has grown by 45% since 2010.
* In the third quarter of this year, 26.3 million mobile phone users viewed mobile videos.
*Most smartphone users (62%) have downloaded apps on their phones, with games being the most used app category in the past 30 days.
* Currently, 87% of app downloaders have used group buying services, including Groupon and Living Social, and another 54% of smartphone users frequently use their smartphones when shopping.
Nielsen's "State of Media: Mobile Media Report" provides an overview of the current mobile media landscape and the U.S. media audience, highlighting the potential for mobile commerce to grow in the near future.
Key findings:
* The majority of 25- to 34-year-olds and 18- to 24-year-olds own a smartphone (64% and 53%, respectively), and these groups have been ahead of older age groups in smartphone adoption since 2009.
*Apple is the largest smartphone manufacturer in the United States, accounting for 28.6% of the smartphone market share, while Android is the most popular operating system among mobile phone manufacturers, with the highest share of the smartphone market, reaching 44%.
*Among smartphone app downloaders, 83% use Android or Apple iOS smartphones and they mainly choose apps to download by searching and receiving recommendations in major app stores.
* On the Android platform, the use of applications varies by age. For example, older people like game applications such as Angry Birds and use their phones for office activities (such as using Google services), while younger people use more mobile entertainment applications with social functions, such as Pandora, Youtube and Words with Friends.
Younger people send the most text messages, but older age groups have the greatest potential for growth: 13-17 year-olds sent and received the most text messages in the third quarter of 2011 (3,417 per month on average), but people aged 55 and over sent more than double the number of text messages they received in 2009.
* Merchants can directly reach consumers: 49% of mobile users said they frequently use smartphones when shopping.
* Social networking is growing in popularity on mobile devices: Android smartphone and iPhone users spend more time on the Facebook app than on any other mobile app.

The number of smartphone users has doubled in two years

Two years ago, only 18% of mobile phone users used smartphones, and smartphone users were mainly men.

In the third quarter of 2009, 82% of mobile phone users in the United States had feature phones, and only 18% had smartphones. Among smartphone users, 55% were male and 45% were female. The most popular mobile phone at the time was the Motorola Razr V3.

In the third quarter of 2009, among American smartphone users, 16% were aged 13 to 17, 23% were aged 18 to 24, 28% were aged 25 to 34, 19% were aged 35 to 54, and 10% were aged 55 and above. The 25 to 34 age group is always the leader in smartphone use.

Today, nearly half of all mobile phone users in the United States own a smartphone, and 51% of them are women.

In the third quarter of 2011, 56% of mobile phone users in the United States had feature phones, while smartphones accounted for 44%. Among smartphone users, 49% were male and 51% were female. The most popular mobile phone was the Apple iPhone 4.

In the third quarter of 2011, among American smartphone users, 40% were between 13 and 17 years old, 53% were between 18 and 24 years old, 64% were between 25 and 34 years old, 47% were between 35 and 54 years old, and 25% were over 55 years old.

Smartphones enable users to engage in a wide variety of media activities

The increasing popularity of smartphones has also led to the rapid development of mobile video. In 2010, the number of users watching mobile video on their mobile phones was 23 million, and this number has increased to 31 million, an increase of 35%.

In the third quarter of 2010, there were 23 million mobile video users in the United States, including 16 million smartphone users and 7 million feature phone users, and mobile video users accounted for 10% of mobile phone users; by the third quarter of 2011, the number of mobile video users in the United States reached 31 million, including 26 million smartphone users and 5 million feature phone users, and mobile video users accounted for 14% of mobile phone users.

The number of smartphone users engaging in media-rich activities has also grown significantly. 83% of smartphone users use downloads, up 83% from last year, and 95% of smartphone users play games, up 95% from last year. Streaming music and radio services is the third fastest growing activity among smartphone users.

In the third quarter of 2010, the number of smartphone users using mobile Internet was 39 million, which grew to 57 million in the third quarter of this year, a year-on-year increase of 45%; the number of users using application downloads last year was 32 million, which grew to 49 million this year, a year-on-year increase of 53%; the number of users downloading games last year was 19 million, which grew to 35 million this year, a year-on-year increase of 83%; the number of users using streaming music and radio services last year was 18 million, which grew to 29 million this year, a year-on-year increase of 66%; the number of users using music download services last year was 11 million, which grew to 18 million this year, a year-on-year increase of 65%; the number of users playing online games last year was about 8 million, which grew to 16 million this year, a year-on-year increase of 95%.

The battle for smartphone market share extends deep into the mobile ecosystem

In 2009, RIM's BlackBerry smartphone was the most popular mobile device. Today, the battle for operating system market share is between Android and Apple's iOS. Android is favored by many mobile phone manufacturers and is currently the leader in smartphone market share (with a share of 44.2%).

Apple is the only smartphone maker that uses the iOS operating system, but it is also clearly the largest smartphone maker in the United States, with a market share of 28.6%.

Other major smartphone manufacturers include HTC, whose Android phones account for 15.8% of the smartphone market, and Windows Mobile/Windows Phone 7, which account for 4.2%. Motorola's Android phones account for 10.7% of the smartphone market.

In the third quarter of 2011, the market share of smartphones in the United States was as follows: Android accounted for 44.2%, of which HTC accounted for 15.8%, Samsung accounted for 10.4%, Motorola accounted for 10.7%, and other manufacturers accounted for 7.3%; Apple iOS accounted for 28.6%; BlackBerry accounted for 17.0%; Windows Mobile accounted for 5.3%; Symbian accounted for 1.6%; Palm/HP Web OS accounted for 2.0%; and Windows Phone 7 accounted for 1.3%.

Different age groups have different choices of smartphone platforms

Android and Apple's iOS are very popular across all age groups. The penetration of Android and iOS smartphones is slightly higher in the 18-24 and 25-34 age groups, but Android is the most popular smartphone platform in all age groups.

In the third quarter of 2011, the Android penetration rate was 47% in the age groups of 18 to 24 and 25 to 34, and around 40% in other age groups; the iOS penetration rate was 29% in the age groups of 18 to 24, 25 to 34, and 35 to 44, and 32% in people over 65; the BlackBerry penetration rate was 24% in the age group of 45 to 54, and 7% in people over 65.

Search engines and social networking sites are the most popular websites for Android and iPhone smartphone users

Google and Facebook are both leaders in mobile usage on Android and iPhone. To rank the most active mobile sites, which are the most used mobile sites by Android or iOS smartphone users in the past 30 days, Nielsen analyzed a large amount of data from smartphone users with their permission.

The top 10 websites most visited by Apple iOS users are: Google, Facebook, Twitter, Yahoo, Amazon, Wikipedia, AOL, YouTube, MSN, and PayPal. The top 10 websites most visited by Android users are: Google, Facebook, Yahoo, Wikipedia, YouTube, Amazon, Sprint, ESPN, MSN, and eBay.

Smartphone app downloads are dominated by Android and iOS smartphones

The report on smartphone app downloads shows that the average smartphone user has 33 apps on their phone, a 22% increase from 2010. Apple iPhone app downloaders download an average of 44 apps, while Android users download an average of 32 apps.

71% of American smartphone users use Android or iPhone phones because they are more friendly in terms of applications and media; among smartphone users who download apps, 83% use Android or iPhone phones; respondents who have children and download apps said that 27% of the apps were downloaded by their children and 13% were downloaded by their spouses; respondents said that the average age when children start downloading apps through mobile phones is 10.1 years old.

In 2009, the proportion of Android phone users who downloaded applications was 4%, which increased to 49% in 2011; the proportion of iOS users who downloaded applications dropped from 37% to 34%, the proportion of BlackBerry users who downloaded applications dropped sharply from 32% to 11%, the proportion of Windows Mobile users dropped from 18% to 3%, the proportion of Palm OS dropped from 5% to less than 1%, and the proportion of Symbian users remained at around 1%.

Facebook and Google services dominate app usage among Android smartphone users of all ages

Among Android smartphone users aged 18 to 24, the three most used apps are Android Market, Facebook, and Google Search; among users aged 25 to 34, the three most used apps are Android Market, Facebook, and Gmail; among users aged 35 to 44, the three most used apps are also Android Market, Facebook, and Gmail.

Users discover new apps by searching major app stores and receiving recommendations

Among Android and iOS users, the proportion of users who discover new apps through app store searches is 63%, and the proportion of users who discover apps through recommendations from friends and family is 53% and 61% respectively. Other methods include third-party websites, in-app promotions, newspapers/magazines/radio, etc.

In September 2011, Android users spent 69% and 31% of their time on applications and websites respectively, with the top ten most popular applications accounting for 44% of Android users’ time.

Social + Local + Mobile:

The promise of mobile is that it can reach the right consumer at the right time and in the right place, including at the moment of purchase. If you consider that smartphone users spend a lot of time on social services such as Facebook, the potential of mobile is even greater. Social + local + mobile represents this opportunity.

87% of the respondents have used group buying services in the past 30 days, and only 13% of users have not used them.

Among them, 79% of users use Groupon group buying services, 48% of users use Living Social group buying services, and 9% of users use Yelp group buying services.

There are more and more ways for users to interact with their smartphones

According to Nielsen's quarterly survey of postpaid mobile phone users, 81% of mobile phone users have sent a text message in the past 30 days, compared with 75% in 2009. Women use voice calls and text messages more than men, and this has not changed over time.

Data from a 30-day survey in 2009 showed that the average duration of voice calls for women was 861 minutes and for men was 679 minutes. By 2011, these figures had risen to 771 minutes and 605 minutes, respectively. Data from a 30-day survey in 2009 showed that the number of text messages sent and received by women was 593 and by men was 420. By the third quarter of 2011, these figures had risen to 802 and 604, respectively.

Young users send the most text messages, but older users have seen the biggest growth

Mobile phone users aged 24 and under send and receive the most text messages, and this trend has remained unchanged. However, the fastest growth rate is among older users, and it has continued to increase. Compared with 2009, the number of text messages sent and received by people aged 55 and over has more than doubled.

According to the survey data of the same period, the number of text messages sent and received by the 13 to 17 age group was 3,211 in 2009 and 3,417 in 2011, an increase of 6%; the number of text messages sent and received by the 18 to 34 age group was 1,848 in 2009 and 2,842 in 2011, an increase of 54%; the number of text messages sent and received by the 35 to 55 age group was 647 in 2009 and 1,143 in 2011, an increase of 77%; the number of text messages sent and received by the population aged 55 and above was 99 in 2009 and 231 in 2011, an increase of 134%.

Global Overview

United States: 49% of smartphone users often use their phones when shopping;

UK: Smartphone penetration is 38%, with an average of 23.7 apps downloaded per user.

Germany: 30% of mobile phone users aged 16 and above use smartphones, of which 85% are touch screen.

Poland: The most popular smartphone app is calendar services, with 90% of users using this feature;

Russia: 40% of mobile phone users receive ads via text messages;

China: 35% of mobile phone users use mobile Internet, bringing the total number of Internet users in China to 318 million;

Thailand: 56% of smartphone users are female and 44% are male.

Argentina: Smartphones and multimedia phones account for 60% of the market share;

Brazil: Smartphone sales grew 165% in 2011, accounting for 5.8% of mobile phone sales;

Egypt: 33% of mobile phone users aged 16 to 19 use mobile internet for social networking, compared to only 5% of those aged 45+;

South Africa: More than half of mobile phone users aged 45 to 54 have taken action from mobile advertising;

Turkey: The most popular smartphone feature is video recording, with 85% of 16-24 year olds using it, 75% of 25-44 year olds using it, and 61% of those aged 45 and over using it.

Kuwait: 41% of smartphone users are aged 24 to 34, 26% are aged 16 to 24, and 23% are aged 35 to 44.

India: The average user spends 2.5 hours a day on their smartphone, with less than 15 minutes spent on making calls and sending text messages. In addition, 40% of Indian smartphone users connect to the mobile Internet.

Indonesia: 96% of smartphone users use prepaid payment methods.

via: qq.com