mobile internet consumer - europe

THE MOBILE INTERNET CONSUMER EUROPE 2013 AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS

THE MOBILE INTERNET CONSUMER – EUROPE 2013 |

Preface

The Mobile Internet Consumer – Europe 2013 report produced by Vserv.mobi addresses the audience insights of the growing mobile internet user base in Europe. This report focuses on profiling the mobile web & app users, their purchasing power, lifestyle and consumption pattern. The findings and insights are drawn from a survey conducted in 36 countries across regions.

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The Mobile Internet Consumer report is designed for media planners & brand advertisers. It is created with the objective to help brands plan their media strategy for reaching the right target audience through Mobile Web & Apps. It will also help app developers, content providers, OEMs & telecom service providers in understanding the evolving mobile consumer. The Mobile Internet Consumer report is available for India, China, Southeast Asia, Middle East, Africa, Latin America, North America and Europe.


DEMOGRAPHICS

3 THE MOBILE INTERNET CONSUMER – EUROPE 2013 |


Half of the mobile internet users in Europe belong to 18 to 24 years age group

Less than 18 yrs

18-24 yrs

25-35 yrs

more than 35 yrs

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Age

21%

29%

37%

13%


6 out of 10 mobile internet users in Europe are men

Male Female

39%

61%

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Gender


Over 3rd of the mobile internet users are Graduates or Post Graduates

Graduate / Post Graduate

Diploma / Undergraduate

Schooling up to 12 years

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Education

34%

31%

24%

Uneducated 11%


2/3rd of the mobile internet users in Europe belong to Earning class

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Occupation

Business 12%

Self Employed Professional 12%

Full-time job 33%

Part-time job 9%

Earning class

66%

Currently not working 13%

Housewife 8%

Student 13%


CONSUMPTION PATTERN 8 THE MOBILE INTERNET CONSUMER – EUROPE 2013 |


78%

35% 38% 31%

Besides browsing, email and chat, mobile internet users love downloading mobile content

Game / App Video Music Themes

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Mobile content downloaded in the last month


Download mobile content

Find a good deal on something

Learn about a brand

Locate something nearby

Mobile internet users enjoy receiving mobile content and locating services nearby through mobile ads. Mobile will drive greater engagement when integrated with other marketing mediums.

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Users love mobile ads that help them...

56%

38%

37%

42%


PURCHASING POWER

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Payment Cards Consumer Durables Automobiles

Mobile Internet users are economically stronger, with a high penetration of other product categories

Connected Devices

Computers Tablets

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Product Ownership

51% 76% 52% 42% 65%


Restaurant

Movie Theatre

Shopping Mall / Market

Mobile internet users frequently visit shopping malls, restaurants indicating higher disposable income

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Affluent Lifestyle

47%

41%

76%

The Mobile Internet Consumer report produced by MMA & Vserv.mobi is based on a primary survey of around 3000 mobile web & app users. The survey was conducted using random sampling for natural representation of the target group across 6 key countries in Europe – France, Germany, Italy, Russia, Spain and UK. The overall Europe averages were weighted as per the regional composition of mobile internet users in each focus country.

About the study

To know more about The Mobile Internet Consumer report, please write to us at [email protected] or visit vserv.mobi/insights

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches.

About the Mobile Marketing Association (MMA)

For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.

About Vserv.mobi

Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi

Vserv.mobi is an Award Winning Mobile Advertising Exchange focused on Emerging Markets, that maximizes value of mobile media for advertisers, developers, publishers and telecom operators.

Powered by award winning AudiencePro™ and AppWrapper™ platforms, Vserv.mobi has delivered mobile advertising experiences for leading Fortune 500 brands & digital media companies, across 200 countries. AudiencePro’s audience targeting capabilities and AppWrapper’s "One Click" SDK integration for App Developers continue to empower the mobile ecosystem.

The company has a global presence, with offices across USA, UK, South Africa, India, Singapore, Indonesia, Malaysia & Vietnam. Funded by IDG ventures, Vserv.mobi was founded in January 2010.

mobile internet consumer - europe

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