everything, everywhere and all the time? mobile

© 2014 GfK Verein

1

Everything, everywhere –

and all the time?

Mobile communication

in Europe 2014 Results from 9 countries

GfK Verein 2014

© 2014 GfK Verein

2

Copyright GfK Verein

All rights reserved. No part of this publication may be reproduced,

or transmitted in any form without the prior (written) permission of

the copyright holders.

Responsible: Ronald Frank

GfK Verein

Gesellschaft für Konsum-, Markt- und Absatzforschung e.V.

Nordwestring 101, 90419 Nürnberg

Tel.: (0911) 395-2231 und 2368 – Fax: (0911) 395-2715

E-mail: [email protected]

Internet: www.gfk-verein.org

© 2014 GfK Verein

3

1. Introduction 4

2. Changes in everyday life 7

3. User behaviour 18

4. Countries and target groups 24

5. Shared basic needs 30

6. Methodology 34

Table of contents

GfK Technology, Media & Entertainment

Birgit Müller

GfK Verein

Ronald Frank

Mobile communication

in Europe 2014

© 2014 GfK Verein

4

1. Introduction

Super-

Connected

Semi-

Connected

Pre-

Connected

Non-

Connected

The 2012 GfK conference dealt with the question “Mobility,

Communication and Consumption: Everything, Everywhere

and all the time?” A multinational study in Europe showed what

separated the avant-garde mobile internet users from the

mainstream in the different European markets: in 2012 mobile

phones and smartphones had already become an important means

of everyday communication for two thirds of consumers in the nine

European countries included in the study. For one in six consumers

mobile internet was already an indispensable part of their everyday

life – they were “super-connected”.

If we look only at the sales of mobile devices with internet use, it

becomes clear that users’ behaviour must also have changed:

between 2011 and 2013 the number of smartphones and tablets

sold in these nine countries almost doubled, with an increase of

80%. According to the ARD/ZDF online study 2014, the use of a

mobile device is a driving force behind the increase in internet

consumption: those who have mobile internet access spend

roughly 50 percent longer on the internet per day than those who

are online from a stationary computer (195min compared to

108min).

This is reason enough to take up the question again and examine

how mobile communication has developed since 2012: Only two

years later almost every second person in these nine countries can

be seen as being at least “semi-connected”, i.e. practical use

regardless of location and time, the ability to communicate with

others and the availability of internet on the go are now essential in

the lives of European consumers. On the following pages you will

learn the meaning of mobile evolution and how it is represented in

Europe.

Ronald Frank

GfK Verein

© 2014 GfK Verein

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Source: GfK Consumer Choices; Sales Units Smartphones, Netbooks, Media Tablets, January to December of the respective

year accumulated in Germany, France, Spain, Austria, Poland, Italy, the Netherlands, UK, Russia

in millions

2007 2008 2009 2010 2011 2012 2013

4.9 11.3 27.8

57.0

94.3

Other mobile devices Smartphones

131.3

168.1

Market development: Sale of devices for

mobile internet use

D

F

E

A

PL

I

NL UK RUS

© 2014 GfK Verein

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Mobile communication in Europe

Super-

Connected

Semi-

Connected

Pre-

Connected

Non-

Connected

This report carefully examines the topic of internet, in

particular mobile internet. The following topics were

investigated: how mobile internet changes people’s everyday

lives – for example with new communication channels, the

ability to maintain social contacts, self-organisation, but also

basic consumer attitudes.

It is also examining Europeans’ specific user behaviour

concerning internet and mobile phones/smartphones, as well

as making calls using either a landline or a mobile device.

Cluster analysis was used to determine user types based on

attitudes and to update the results of the 2012 study. An

optimised process was used to produce more stable results.

Against this backdrop new clusters were created for 2012, but

the basic outcome remains the same: the analysis revealed

four progressive steps in mobile evolution: different consumer

attitudes and behaviours can be explained with help from the

Non-Connected through to the Super-Connected.

Because the steps of mobile evolution have already been

identified for the second time in 2014, we can not only

recognise the differences between the nine countries and the

status quo of each population, but we can also measure

developments that have taken place over the last two years.

It mainly concerns the differences that signify the evolutionary

steps. There are also similarities and basic needs spanning

all evolutionary steps; these will be described at the end of

this report.

© 2014 GfK Verein

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2. Changes in everyday life

© 2014 GfK Verein

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Cloud Computing

Completely/ mostly agree Completely/ mostly agree Completely/ mostly agree

Semi-Connected Super-Connected Pre-Connected

It’s very important for me

to be able to access my

data, pictures or music

from anywhere using

mobile devices

It is very important for me

to be able to program my

devices at home, for

example to record movies,

when I’m travelling using

my mobile phone,

smartphone, laptop or

tablet PC

5

6

2

3

49

54

15

19

81

88

63

66

Answers in %, Top 2 on the following scale: 1=Completely agree, 2=Mostly agree, 3=Agree less, 4=Completely disagree

Base 2014: 93.4 m Pre-Connected (n=2,359), 122.1 m Semi-Connected (n=2,821) 94.3 m Super-Connected (n=2,122)

2012

2014

2012

2014

© 2014 GfK Verein

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With social networks I

have already reconnected

with lots of people I’d

previously lost touch with*

My life has changed

completely because I can

communicate at any time

and anywhere with

anybody

I find it difficult to keep in

touch with friends and

family if they’re not

available online, e.g. on

social networks or by e-

mail*


*Subgroup internet users


Changes in communication channels

27

22

18

21

5

5

57

53

57

60

21

19

79

76

82

86

60

55

2012

2014

2012

2014

2012

2014


© 2014 GfK Verein

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I only give out my mobile

phone number, not the

landline number*

If I have the option to

choose between landline

number and mobile phone

number, I always call the

mobile phone number first

If I have the option, I

always prefer to call

online/use Voice over IP,

e.g. via Skype, compared

to calling via the landline

or mobile phone*

It is a major plus for me

that I can also see the

other person when calling

by videophone***


*Subgroup mobile phone users; **Subgroup internet users; ***Subgroup mobile phone or internet users

Base 2014: 93.4 m Pre-Connected (n=2,359), 122.2 m Semi-Connected (n=2,826), 94.8 m Super-Connected (n=2,133)

Variety and choice of communication channels

41

34

9

11

73

67

24

29

84

82

50

56


© 2014 GfK Verein

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Being able to go online

anytime and anywhere

with mobile

phone/smartphone, laptop

or tablet saves me lots of

time**

Since I’ve been using the

Internet via mobile phone,

smartphone, tablet, laptop,

etc., keeping up-to-date

means going online – I

hardly ever read

newspapers or

magazines*

I organize my entire life,

e.g. contacts,

appointments or

navigation, with my mobile

phone/smartphone**


*Subgroup mobile phone users; **Subgroup internet users


Mobile time management and organisation (1/2)

8

13

5

8

6

7

55

68

32

36

26

42

80

87

73

78

73

79

2012

2014

2012

2014

2012

2014


© 2014 GfK Verein

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For me, it would be worse

to lose my mobile

phone/smartphone than

my wallet*

I can’t imagine not being

able to shop online or bid

at auctions via the Internet

from anywhere


* Subgroup mobile phone users

Basis 2014: 93.4 m Pre-Connected (n=2,359), 122.1 m Semi-Connected (n=2,821) 94.3 m Super-Connected (n=2,122)

8

8

6

5

25

33

21

18

58

65

55

56

2012

2014

2012

2014


Mobile time management and organisation (2/2)

© 2014 GfK Verein

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Roper Consumer Styles: eight lifestyle groups with individual

value preferences

Materialism, price orientation

Need: to be

Postmaterialism, quality orientation

Pu

ritan

ism

, se

cu

rity o

rien

tatio

n

Hed

on

ism

, p

lea

su

re

Need: to have

Nee

d: liv

e a

pa

ssio

nate

life

Nee

d: p

ea

ce

an

d s

ecu

rity Open-minded –

between self-realization, social responsibility and enjoyment

Organics – search for sustainability and intellectual enrichment

Settled – desire for peace and harmony

Demanding – sense of duty, discipline and enjoyment of life

Adventurers – living passions

Dreamers – dream of great fortune

Rational-realists – hard work and respect for the nature

Homebodies– yearning for material security and status

© 2014 GfK Verein

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Super-

Connected

Semi-

Connected

Pre-

Connected

Non-

Connected

36%

Settled

17%

Homebodies

15%

Demanding

20%

Homebodies

19%

Open-minded

18%

Demanding

24%

Open-minded

21%

Homebodies

18%

Adventurers

33%

Adventurers

24%

Open-minded

Base 2014: 131.7 m Non-Connected (n=2,966), 93.4 m Pre-Connected (n=2,359), 122.2 m Semi-Connected (n=2,826), 94.8 m Super-Connected (n=2.133)

Roper Consumer Styles: Most important lifestyles per

evolutionary step

© 2014 GfK Verein

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Answers in %

Base 2014: 131.7 m Non-Connected (n=2,966), 93.4 m Pre-Connected (n=2,359), 122.2 m Semi-Connected (n=2,826), 94.8 m Super-Connected (n=2,133)

Roper Consumer Styles by evolutionary step: an overview

36

11 5 4

17

20 21

13

6

7 11

12

2

6 18 33

8

19

24

24 8 11

6

5

7 8

6 4 15 18

10 6

Semi-Connected Super-Connected Pre-Connected Non-Connected

Settled

Homebodies

Dreamers

Adventurers

Open-minded

Organics

Rational-realists

Demanding

© 2014 GfK Verein

16

53

51

50

50

30

29

33

29

20

16

62

60

50

51

40

41

45

38

31

26

59

63

58

56

52

51

52

55

41

42


Shopping is fun

(not annoying)

When shopping I pay

attention above all to

quality (not to the price)

A car also has to look good

(not only has to work)

Buying what I like

(not only what is

necessary)

I most prefer to buy things

no one else has

Answers in %; *bipolar scale with four characteristics, opposite poles in brackets

Base 2014: 93.4 m Pre-Connected (n=2,359), 122.2 m Semi-Connected (n=2,826), 94.8 m Super-Connected (n=2,133)

Consumer attitudes


2012

2014

2012

2014

2012

2014

2012

2014

2012

2014

© 2014 GfK Verein

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Indispensability of mobile

internet use in all areas

of life:

Organising everything

Media use: from print to

online

Social life: expanded

online

Values: “adventurer” or

“cosmopolitan”

Consumption: hedonism

and aesthetics; defining

oneself by the

possession of certain

things

Mobile evolution: attitudes, values and consumption

Super-

Connected

Semi-

Connected

Pre-

Connected

Non-

Connected

Use of a “normal” mobile

Nominal internet use

Values: “down-to-earth”

or “domestic”

Consumption: buys

what is needed; low

consumption of “unique”

products”

Generally little

enthusiasm for mobile

phones, internet and

the opportunities they

provide

But mobile

communication is well

received: 4 in 10 almost

always give out only

their mobile phone

number and a third call

the mobile number

first.

Recognition of added value, practical and useful qualities have priority:

Increasing amounts of time saved thanks to mobile internet

Revival of contacts thanks to social networks

Access to pictures, music in the Cloud

Communication with everyone, everywhere

© 2014 GfK Verein

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3. User behaviour

© 2014 GfK Verein

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Answers in %, multiple use possible

Base 2014, internet users: 93.2 m Pre-Connected (n=2,356), 114.1 m Semi-Connected (n=2,647), 84.3 m Super-Connected (n=1,928)

Internet use by location in Europe

94

96

28

28

16

28

At home

At work / training

place / college,

school

Somewhere outside

the home or on the

road

98

98

40

48

34

55

98

99

52

56

52

68


2012

2014

2012

2014

2012

2014

© 2014 GfK Verein

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Answers in %; *no time comparison possible as only included in 2014

Base 2014, internet users: 93.2 m Pre-Connected (n=2,356), 114.1 m Semi-Connected (n=2,647), 84.3 m Super-Connected (n=1,928)

81

72

50

56

22

38

16

4

14

PC

Laptop

Mobile phone/

Smartphone

TV/ games console*

Netbook/Tablet

81

71

59

67

46

70

24

9

21

82

70

66

71

67

85

33

16

32


2012

2014

2012

2014

2012

2014

2012

2014

2012

2014

Internet use by device in Europe

© 2014 GfK Verein

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Answers in %, multiple use possible


Ownership of mobiles and smartphones in Europe


2

5

72

75

2012

2014

2012

2014

11

28

86

70

31

61

69

41

44

72

57

29

“Yes, a

smartphone"

“Yes, a normal

mobile phone "

© 2014 GfK Verein

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Answers in %


Call behaviour in Europe

(almost)

exclusively via my

mobile phone

mainly via my

mobile phone

roughly equal split

between mobile

phone and landline

mainly via the

landline

(almost)

exclusively via the

landline

Don’t know

46

24

48 58

6

12

19

18

8

13

13

11

14 31

14 8

25 19

4 2 2 1 2 3


thereof

45% Russians

14% Poles

13% Italians

12% Spaniards

© 2014 GfK Verein

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Mobile evolution: devices, features and use

Super-

Connected

Semi-

Connected

Pre-

Connected

Non-

Connected

Use of a “normal” mobile

Nominal internet use

High percentage make

calls almost exclusively

using their mobile,

primarily in Russia and

Poland (reason: better

mobile avai-

lability/network)

General: Use of mobile

phone and internet

Mobile phone: Mostly

“normal” mobile

phones, but

smartphones are on the

increase

Internet is used mainly

on stationary PCs and

laptops, but also

increasingly on mobile

phones/smartphones

Use mainly landlines

for

making calls

Mobile phone: Now use mainly smartphones

Internet still used mainly stationary on a laptop

But: Internet now available on various devices; enormous increase in mobile phone/smartphone use and therefore internet on the go

Use mainly mobile phones for making calls

Smartphone percentage

clearly dominates

Three-quarters make

calls mainly using a

mobile phone

At least average internet

use on all devices,

including PC; internet

use on mobile

phone/smartphone has

taken over use on all

other devices.

Highest percentage of

internet users with tablet

PC and television/games

console (each a third)

© 2014 GfK Verein

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4. Countries and target groups

© 2014 GfK Verein

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Base 2014: 70.7 m Germans (n=2,076), 52.6 m French (n=1,007), 40.1 m Spaniards (n=1,034), 7.2 m Austrians (n=564), 32.7 m Poles (n=1,015),

51.9 m Italians (n=1,023), 13.9 m Nehterlands (n=501), 53.3 m Britons (n=1,041), 119.5 m Russians (n=2,023)

Non-Connected

Pre-Connected

Semi-Connected

151 m

Super-Connected

109 m

109 m

132 m

73 m

122 m

93 m

95 m 17 21

25 28

25 21

34 30

2012 2014

in %

Steps in mobile evolution:

Distribution in Europe

© 2014 GfK Verein

26

13 19

31 33

42 40

14 9 Netherlands

2012 2014

15 21

24 27

34 25

27 28

Austria

2012 2014

27 28

22 28 9 6

42 38

Russia

2012 2014

10 18 23

24

36 34

31 25

Germany

2012 2014

17 22

23 27

36 29

24 22

UK

2012 2014

14 20

25 30

24 17

37 33

Italy

2012 2014 14 21

26 29

22 17

38 33

Spain

2012 2014

11 21 26

26 23

17

40 36

Poland

2012 2014

12 14

29 29

32 34

27 23

France

2012 2014

in %

Pre-Connected

Semi-Connected

Super-Connected

Non-Connected




Distribution by country

© 2014 GfK Verein

27

13 19

Netherlands

2012 2014

15 21

Austria

2012 2014

27 28

Russia

2012 2014

10 18

Germany

2012 2014

17 22

UK

2012 2014

14 20

Italy

2012 2014 14 21

Spain

2012 2014

11 21

Poland

2012 2014

12 14

France

2012 2014

in %

Super-Connected incl.

usage (= smartphone use

or internet use with laptop,

mobile phone or tablet/

netbook somewhere

outside the home

Super-Connected

excl. usage

79

21

94

6

42

58

59

41

59

41

31

69 91

9

81

19

94

6

81

19

91

9

74

26

81

19

50

50

90

10

64

36

93

7

82

18




Deep Dive Super-Connectedy country

© 2014 GfK Verein

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Answers in %


32

45

18 23

8 9 3 2

42

39

29

36

14 18

4 5

17

10

31

24

30 29

10 16

8 5

22 17

49 44

83 77

Pre-Connected

Semi-Connected

Super-Connected

Non-Connected

2012 2014 2012 2014 2012 2014 2012 2014

14 to 29

years

30 to 49

years

70 years

and older

50 to 69

years


Distribution by age group over time

© 2014 GfK Verein

29

Mobile evolution: Countries and target groups

Super-

Connected

Semi-

Connected

Pre-

Connected

Non-

Connected

It comes as no surprise to discover that mobile evolution has

advanced in all of the studied countries over the last two

years. In total, the number of Pre-Connected and Non-

Connected has decreased in favour of the Semi-connected

and Super-Connected. The overview of individual countries

will include both the highest and second highest evolutionary

step.

At 20% and 21%, there is roughly the same percentage of

Super–Connected in Austria, Spain, Poland and Italy. Great

Britain lies just ahead with 22%, the Netherlands and

Germany just behind with 19% and 18% respectively. At 33%,

the Netherlands boast a very high number of Semi-

Connected – and with 9% they have the lowest number of

Non-Connected by far. In comparison, there are a great many

Non-Connected (33% and 36%) in Italy, Spain and Poland. In

comparison to other European countries, Germany has

neither a particularly high number of Super-Connected nor

Non-Connected.

Russia is a special case – and to a lesser a extent so is

Poland: With 28%, Russia has the highest percentage of

Super-Connected – and with 38% the most Non-Connected.

But only around 60% of Super-Connected in Russia use a

smartphone or use the internet on a mobile device away from

home, the rest have been allocated to this group because of

their attitudes – and would probably get started as soon as

they had the technical possibilities.

Almost half of 14-29 year-olds are “super connected”.

Although it has increased since 2012, the percentage is lower

in higher age groups – only the over-70s continue to be very

reticent.

© 2014 GfK Verein

31


I am always careful to

disclose as little

information about myself

as possible on the

Internet*

I worry a lot about data

security if my data aren’t

stored on my own devices

but on the Internet


*Subgroup internet users


82

82

52

56

79

79

56

59

77

80

61

71


2012

2014

2012

2014

Similarities: Security

© 2014 GfK Verein

32

60

45

42

93

50

47

87

44

44

Similarities: Availability & time management



Base 2014 mobile phone users: 90.4 m Pre-Connected (n=2,282), 121.2 m Semi-Connected (n=2,799) 93.7 m Super-Connected (n=2,109)

The best way to reach me

is via my mobile phone

I deliberately switch off my

mobile phone now and

then so that nobody can

reach me


2014

2012

2014

© 2014 GfK Verein

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Mobile evolution: Shared basic needs

Super-

Connected

Semi-

Connected

Pre-

Connected

Non-

Connected

While the differences between the user types dominate, they

also have similarities that are best regarded as shared basic

needs.

This also includes the need for security: in each evolutionary

step there is widespread awareness of giving out as little

personal data as possible on the internet – even if it is surely

understood differently by the different types. Accordingly,

almost the same level of skepticism about data security

prevails across the different user groups, especially if the data

is saved online or in a Cloud, respectively.

The wish to manage one’s own time represents another key

need: for this reason roughly four in ten Europeans

consciously turn off their mobile phones so they cannot be

reached by anyone.

When these basic needs are accepted and taken into

consideration, not only socially but also by telecommunication

service providers and manufacturers, nothing will stand in the

way of mobile availability.

It will come as no surprise that the Super-Connected can be

reached far more easily on a mobile than on a landline. And

this is true even for 60% of the Pre-Connected. The

developments in this dynamic market continue to be exciting.

© 2014 GfK Verein

35

Sample & Methodoloy

Country 2012 2014

Sample size Population in

million Sample size

Population in

million

Germany 2,099 71.7 2,076 70.7

France 1,005 52.5 1,007 52.6

Spain 1,011 40.5 1,034 40.1

Austria 525 7.2 564 7.2

Poland 1,016 32.4 1,015 32.7

Italy 1,029 52.7 1,023 51.9

Netherlands 514 13.8 501 13.9

Great Britain 1,056 52.2 1,041 53.3

Russia 2,017 119.6 2,023 119.5

Total 10,272 442.6 10,284 442.0

Fieldwork: Winter 2011/2012 and Winter 2013/2014

Methodology: Face-to-Face-Interviews via CAPI and PAPI (Russia)

everything, everywhere and all the time? mobile

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