yahoo! mexico's mobile modes research

Proprietary and Confidential. ©2012 All Rights Reserved

Mexico in the Mobile WorldTechnology, media, and how to connect

Proprietary and Confidential.

...and 17MM

mobile internet users

W

ith 99MMc

ell phones

112MMinhabitants

Mobile Internet in Mexico: State of the Nation

Sources: INEGI ‘10, Cofetel ‘11, eMarketer ‘12


2.0

14.0

Source: eMarketer, April ’12; PWC Jun ‘11

...and mapping the future

2015

2011

= 200% growth from 2011

Mobile internet users in Mexico

Mobile ad spend, US$m

2011 11.2 MM

2012 17.1 MM

2013 23.6 MM

2014 30.1 MM

37.7 MM2015

Proprietary and Confidential. 4

Our Research Approach

Quantitative online survey of 750 mobile internet users in Mexico conducted with Ipsos.

• Aged 14-54

• Use the internet through their mobile device at least once a week

Sample profile

• 49% female, 51% male

• Average age 32

• 55% use a smartphone, 23% use a tablet


Mobile internet is more convenient than home connections. ”

“

5

Meet the Mexican mobile internet user

55% I read newspapers or magazines less because I prefer to read this content on my mobile device.”

“

54% My mobile device is more entertaining than TV. ”

“

55%


Mobile doesn’t replace PC

Only 31% say they’d rather give up their PC than their mobile.

...it’s a complement to it

78% visit websites on their mobile device and follow-up on their PC.

68% prefer websites that they can access from both a PC and a mobile device (not just from a PC).

Mobile internet coexists with the PC


...and enables myriad activities


Checked/sent email, 83%Viewed social network, 81%

Used IM, 88%Shared video, 50%

Shared photos online, 61%Posted/wrote on a blog, bulletin board, forum or chat room, 51%

Used Location based services, 58%Used video conferencing, 37%

Communication is key


Found out about upcoming movies, 67%

Browsed or downloaded music, 59%

Used search engines to find information, 72%Looked up directory information, 69%

Looked for how-to information, 54%Read news articles on a portal or online newspaper, 68%

Watched a professionally made video, 54%Watched an amateur video, 59%

Read articles on a blog or forum, 68%

...and so is content


Connect Search Entertain Manage Inform Shop Navigate

Connecting IM, email,

social media; sharing content

with friends

Using a search engine to find

specific information,

such as health- related or looking up something

local

Playing music or games and

viewing entertainment-related videos

and articles

Managing key aspects of daily life like a stock portfolio or paying an online bill

Reading news or

educational articles / videos

Purchasing or

comparing prices for goods or services

Using an online map or GPS system

These activities fall into 7 Mobile Modes


Instant message

Check/Send email

View Or Update social networks,

Twitter etc

Use search engines to find

information

Look up local or directory

information

Research a topic for school or

work

Find out information

about movies

Listen to streaming radio or created music

playlists

Browse or download music

Read articles from blogs &

forums

Read articles/ headlines from

portals, newspapers, etc

Watch video

Plan and manage daily schedule

Plan and monitor my health

Make dinner plans

Compare prices when in a store

Compare products/ services

Browse retail/ shopping sites

Use an online map

Use an online GPS service

11

Connect Search Entertain InformManage Shop Navigate

...which reflect different mindsets



97% 90% 89% 89% 83% 77% 81%

Socialising and passing the time are important

% of mobile internet users doing each of these on their mobile device

Mobile


97% 90% 89% 89% 83% 77% 81%Mobile

13


% of mobile internet users doing each of these on a PC or laptop

99% 97% 97% 92% 93% 94% 73%

Fixed-line internet is still the preferred channel

PC


Mobile internet is growing in importance, and for many Mexicans, internet on the move is a part of their life.

It enables them to undertake myriad activities and themes, including communication, content and beyond.

These activities can be summarised into 7 Mobile Modes, which in turn reflect different needs and mindsets.

Summary: Mobile Modes

Mobile Modes and Beyond



The Mobile Modes


0%

20%

40%

60%

80%

100%Aged 14-17 Aged 18-34 Aged 35+


18-34s are heaviest mobile users across Modes


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%14-17 35+

Connect

Within Modes, behavior differs by age


95%

55%read magazines and newspapers less because they consume content on their mobile devices

83% of mobile internet users use their mobile for reading and watching content (the “Inform” Mode)

of mobile internet users have downloaded content on their mobile device

Content is a key driver of mobile internet use



Music

National News

Movies

Local News

Humor

Top headlines

Weather

International News

TV

Video game-related

55%

45%

43%

42%

39%

37%

37%

35%

33%

31%

Types of content read through app or browser

Content read on phone

Entertainment and News are top genres for content


National News

International News

Sports

Beauty, Fashion

Health

Celebrities, gossip

50%

39%

38%

8%

28%

17%

38%

32%

21%

37%

34%

29%

21

Content read on phone

Men prefer

Women prefer

...but men and women read different things



Types of video watched

Music

Humor

Movie clips and trailers

News

Sports

Technology

Education/ How-to guides

Full-length TV shows

Full-length movies

Celebrity

76%

59%

49%

48%

40%

38%

37%

36%

35%

29%

Videos watched on phone

Mobile video is growing in importance


Movie clips, trailers

Sports

Technology

Automotive

Beauty, Fashion

Educational/ How-to guides

Food

Celebrity

52%

51%

47%

29%

8%

32%

18%

26%

46%

25%

27%

8%

43%

42%

37%

34%

23

Men prefer

Videos watched on phone

Women prefer

Again, there are gender differences


67% download apps at least once a month

97% of Mexican mobile internet users say they use mobile applications

On average, mobile internet users in Mexico usedifferent applications on their mobile devices 19

Apps are important in the mobile experience


28%

47%33% 33% 38% 37%

27%

46%

40%

47%39%

44% 42%

37%

26%13%

20%28%

18% 21%36%

Use an appUse bothUse browser


Apps are most important for Navigate, Manage & Connect


Mobile Modes and Beyond

Content, in all its forms, is a key driver of mobile internet use.

But in consumption of content, as in the Mobile Modes, there are demographic differences and nuances.

Apps are hugely important to mobile internet users, across the Mobile Modes.


Mobile as a Marketing Channel


Mobile advertising is more effective than (PC) online


52%

30

I’m OK with mobile ads when they’re useful and relevant.

“

”

I’m OK with mobile ads if it means that I can access mobile content for free.

“

”

55%

49% After I see a mobile ad, I sometimes look for more information

“

”

...and mobile internet users appreciate ads’ value


61%

38%

32% 31%26%

23% 22%

Type of ad recalled

Banner/ graphical

ads

Ads within mobile search engine listings

Video adsText message/SMS ads

Click-to-video ads

Click-to-call ads

Location based ads

31

50% of mobile internet users remember

seeing an ad on their mobile

...of whom 54% have clicked on

an ad

Mobile ad recall and response are high


50% of mobile internet users remember

seeing an ad on their mobile

45%

55%

65%

75%


32

…but recall varies by Mode

Q. What were you doing on your mobile when you saw the ads?


51%

51%

47%

42%

41%

22%

22%

22%

24%

25%

There are some basic principles of mobile advertising

33

Ads relevant to my location Ads with broader focus

Ads in a free app Ads in a paid app

Ads relevant to my interests & background

Ads with broader focus

Ads that offer me something in return

Ads without an incentive

Ads that lead to a mobile-optimized site

Ads that lead to the PC version of a website

The ads that would catch mobile users’ attention


49%

45%

42%

41%

40%

23%

28%

26%

24%

32%

…and some creative preferences

The ads that would catch mobile users’ attention

34

Ads that build a stronger connection with the brand

Ads that just focus on the product

Ads that use bold colors or design

Subtle, discreet ads

Interactive ads Simple, non-interactive ads

Entertaining ads Serious ads

Simple ads with little information

Ads with a lot of detailed information


Connect

Very high ad recall; opportunity for the best ads to be shared with friends.

Search

Very goal-driven – searching for something, and search ads perform well when they help guide users to their end goal.

Entertain

More about passing the time, so receptivity to ads is higher. Eye-catching, entertaining ads that offer a reason to interact are good.

Manage

Goal-oriented activities; ad recall is higher, but ads should be relevant to the current task.

Shop

Low ad recall, but activities include price comparisons, looking for stores etc.

Navigate

Ad receptivity at its lowest; high app use, but potential for contextually relevant ads.

Inform

About staying informed and up to date through trustworthy content. Ads should reflect this and their environment

Lowest ad recall

Highest ad recall

Optimizing ads by Mobile Mode


In Closing

Mobile internet is growing, and will be a significant driver in the growth of online adoption – for consumers and brands.

The mobile internet enables myriad activities, but can be grouped into 7 key Mobile Modes.

...which reflect different mindsets, motivations and behaviors.

Marketing, in turn, needs to reflect these Modes, and the drivers behind them, in order to stay relevant and engaging.


Mexico in the Mobile WorldTechnology, media, and how to connect

yahoo! mexico's mobile modes research

Documents