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Google Con!dential and Proprietary
Google Con!dential and Proprietary
Understanding the Mobile Consumer
May 2012
Our Mobile Planet:Brazil
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Executive Summary
2
Smartphones have become an indispensable part of our daily lives. Smartphone penetrationis at 14% of the population and these smartphone owners are becoming increasingly reliant ontheir devices. 73% access the Internet every day on their smartphone and most never leave home
without it. Implication: Businesses that make mobile a central part of their strategy will bene!tfrom the opportunity to engage the new constantly connected consumer.
Smartphones have transformed consumer behavior. Mobile search, video, app usage, andsocial networking are proli!c. Smartphone users are multi-tasking their media with 88% usingtheir phone while doing other things such as watching TV (46%). Implication: Extendingadvertising strategies to include mobile and developing integrated cross-media campaigns canmore e"ectively reach todays consumers.
Smartphones help users navigate the world. Appearing on smartphones is critical for localbusinesses. 88% of smartphone users look for local information on their phone and 92% takeaction a result, such as making a purchase or contacting the business. Implication: Ensuring thatclickable phone numbers appear in local results and leveraging location based services on mobilemake it easy for consumers to connect directly with businesses.
Smartphones have changed the way consumers shop. Smartphones are critical shopping tools
with 80% having researched a product or service on their device. Smartphone research in#uencesbuyer decisions and purchases across channels. 31% of smartphone users have made a purchaseon their phone. Implication: Having a mobile optimized site is critical and a cross-channel strategyis needed to engage consumers across the multiple paths to purchase.
Smartphones help advertisers connect with consumers. Mobile ads are noticed by 94% ofsmartphone users. Smartphones are also a critical component of traditional advertising as 75%have performed a search on their smartphone after seeing an o$ine ad. Implication:Makingmobile ads a part of an integrated marketing strategy can drive greater consumer engagement.
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Google Con!dential and Proprietary
Understanding the Mobile Consumer
This survey is designedto gain insights into howconsumers use theInternet on their
smartphones
3
How are smartphonesused in daily life?
How do consumers multi-taskwith their smartphones?
Whatactivitiesare consumersconducting on their smartphones?
What role do smartphones play
in the shoppingprocess?
How do consumers respond
to ads, o$ine and on mobile?
DAY
In detail:
Facts and figures about smartphoneadoption and usage
Internet usage in general, search, video,social networking, mobile advertisingand m-commerce behavior viasmartphones
This country report is part of a globalsmartphone study conducted in multiplecountries. Visit OurMobilePlanet.com foraccess to additional tools and data
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Google Con!dential and Proprietary
Agenda
4
1 Smartphones are Indispensable to Daily Life
2 Smartphones Have Transformed Consumer Behavior
3 Smartphones Help Users Navigate the World
4 Smartphones Change the Way Consumers Shop
5 Smartphones Help Advertisers Connect with Customers
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Google Con!dential and Proprietary
SMARTPHONESARE INDISPENSABLETO DAILY LIFE
5
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Google Con!dential and Proprietary
Smartphones are a Central Part ofOur Daily Lives
7
have used theirsmartphones every day inthe past 7 days40%
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q18: Thinking about the last seven days on how many days were you online with ...?
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Google Con!dential and Proprietary
Smartphones are Always On, Always with You
8
dont leave homewithout their device73%
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q52: To what extent do you agree to each of these statements?, Top2 Boxes; scale from 5 completely agree to 1 completely
disagree. I dont leave house without my smartphone
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Google Con!dential and Proprietary
Smartphones Are Used Everywhere
9
At home
96%
On the go
64%
In a store
66%
96%
82%
69%
66%
64%
60%
56%
53%
52%
49%
49%
Home
Work
Restaurant
In a store
On the go
Public Transport
Caf or coffee shop
Doctor's office
At a social gathering
Airport
School
Place of Use
Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q16: Where do you use your smartphone? Please select first at which locations you ever use it - even if only seldom.
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Google Con!dential and Proprietary
Smartphone Use is Expected to Increase
11
expectto use their
smartphone more toaccess the Internetin the future
51%
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q21: Thinking about the next 12 months, what do you expect, how will you be using the internet with your!?
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Google Con!dential and Proprietary 12
Smartphones Have Become so Important toConsumers that
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q52: To what extent do you agree to each of these statements?, Top2 Boxes; scale from 5 completely agree to 1 completely
disagree. I would rather give up TV than my smartphone. I would rather give up my TV / desktop PC than my smartphone
would rather give upTV than their smartphone27%
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Google Con!dential and Proprietary
SMARTPHONESHAVE TRANSFORMEDCONSUMER BEHAVIOR
13
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Google Con!dential and Proprietary
Smartphones are aMajor Access Pointfor Search
14
50%search on theirsmartphonesevery day
Base: Private smartphone users who use the internet in general and who are searching via search engine, Smartphone n= 958Q31: How often do you do searches (via Google, Yahoo!, Bing, etc.) on your ... ?
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Google Con!dential and Proprietary
Smartphones are a Multi-Activity Portal
16
Entertainment
92%
72%
71%
57%
21%
79%
71%
46%
39%
Accessed a social network (e.g.updated a status message checked
messages or friends' pages)
Emailed (sent or read)
Read news on newspaper or magazine
portals
Reviewed websites blogs or messageboards
Browsed the Internet
Listened to music
Watched videos on a video sharingwebsite (e.g. YouTube.com)
Played games
Stay Informed61%
Communication
86%
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.
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Google Con!dential and Proprietary
App Usage is Ubiquitous
17
146
2Base: Private smartphone users who use the internet in general, Smartphone n= 1.000
Q24: How many apps do you currently have on your smartphone?Base: Private smartphone users who use the internet in general and who have at minimum one app on their smartphone, n= 990Q25: And of the apps you currently have installed on your smartphone, how many have you used actively in the last 30 days?Q26: And of the apps you currently have installed on your smartphone, how many have you purchased for a certain amount in an app store?
apps installedon average
paid apps installedon average
apps used in thelast 30 days
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Google Con!dential and Proprietary
75%watch video
21%use video at leastonce a day
18Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q35: How often do you watch videos via websites or apps (e.g. short video clips, videos
of TV shows, TV movies online, etc.) on your ... ?
Smartphones Users are Avid Video Watchers
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Google Con!dential and Proprietary
Smartphone Users are FrequentSocial Networkers
19Base: Private smartphone users who use the internet ingeneral, Smartphone n= 1.000 . Q38: How often do you visit asocial network (via websites or apps) on your ... ?
53%visit at leastonce a day
88%visit socialnetworks
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Google Con!dential and Proprietary
Smartphones Are Used While Multi-taskingwith Other Media
20Base: Private smartphone users who use the Internet in general and who were online yesterday with their smartphone,Smartphone n= 706 Q22: When you use the Internet on your smartphone, which if any of the following do you do at the same time?
88%Use
smartphonewhile!
Play video games
18%
Read a book
15%
Watch movies
29%
Watch TV
46%
Listen to music
63%
Use Internet
55%
Read magazines/newspapers
26%
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Google Con!dential and Proprietary
SMARTPHONESHELP USERSNAVIGATE THE WORLDAROUND THEM
21
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Google Con!dential and Proprietary
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)Base: Private smartphone users who use the internet in general and who look at least less than once a month forinformation on their smartphone, Smartphone n= 881 Q34 Which of the following actions have you taken after havinglooked up this type of information (business or services close to your location)?
22
of smartphone usershave looked for localinformation
88%
have taken action as
a result
92%
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Google Con!dential and Proprietary
Look for localinformation daily
Look for local information atleast once a week64% 33%
Looking for Local Information is a FrequentSmartphone Activity
23Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)
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Google Con!dential and Proprietary
Local Information Seekers Take Action
24Base: Private smartphone users who use the internet in general and who look at least less than once a monthfor information on their smartphone, Smartphone n= 881Q34: Which of the following actions have you taken after having looked up this type of information (businessor services close to your location)?
told othersabout it
41%
50%
38%
56%
37%
34%
18%
43%
31%
Called the business or service
Looked the business up on a map orgot directions to the business or
service
Visited the website of the business orservice
Visited a business (e.g. store orrestaurant)
Recommended a business or serviceto someone else
Read or wrote a review about abusiness or service
Made a puchase from a businessonline
Made a purchase from a business in-store
visited thebusiness66%
connected withthe business
63%
made a purchase
55%
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Google Con!dential and Proprietary 25
SMARTPHONESCHANGE THE WAYCONSUMERS SHOP
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Google Con!dential and Proprietary
Smartphones Allow Users to ResearchProducts Anytime, Anywhere
26
At home
55%
On the go
17%
In a store
15%
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q51a: And where were you when you researched for products or services with your smartphone?
55%
39%
20%
18%
18%
17%
15%
Home
Work
Restaurant
Caf or coffee shop
Public transport
On the go
In a store
Place of Search
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Google Con!dential and Proprietary
have researcheda product or serviceon their phone80%
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q51a: And where were you when you researched for products or services with your smartphone?
27
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Google Con!dential and Proprietary
Smartphones are Our Primary ShoppingCompanions
28
31%
30%
29%
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you
completely disagree with the statement a "5" means that you completely agree with the statement.
I intentionally have mysmartphone with me
to compare prices andinform myself
about products.
I have changed mymind about purchasing
a product or serviceonline as of a result of information
I gathered using my smartphone.
I have changed my mind aboutpurchasing a product or servicein store as of a result of information I
gathered using my smartphone.
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Google Con!dential and Proprietary
Research that Starts on Smartphones Leadsto Purchases Across Channels
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q48: Listed below are various products or services. For each of these products or services please indicate which statement appliesto you.
29
Researchon smartphone
45%
30%
then purchased
via computer
then purchased
it o!ine
then purchased
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Google Con!dential and Proprietary
54%of these smartphone shoppershave made a purchasein the past month
31%of smartphone users
have purchased aproduct or serviceon their smartphone
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000
Q44: Have you ever purchased a product or service over the internet on your smartphone? With product or service we mean everything you canbuy excluding apps. Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone n= 311Q45: Have you made a purchase by using your smartphone in the past month?
30
Smartphones Are an Emerging Point ofPurchase
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Google Con!dential and Proprietary
Smartphones Shoppers are Frequent Buyers
31Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone, Smartphone n=311 Q47: How frequently do you purchase products or services with your smartphone?
66%make mobile purchasesat least once a month
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Google Con!dential and Proprietary
O!ine Ad Exposure Leads to Mobile Search
35Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 939Q43a: How often do you use your smartphone to do a search in response to an ad you have seen in a magazine, on a poster, on TV or in a shop/business?
Ad location
TV67%
Shop/business69%
Magazines
62%Posters / Billboards
48%
75%
have performeda mobile search after
seeing an ad
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Google Con!dential and ProprietaryBase: Private smartphone users who use the internet in general and who are searching via search engine, Smartphone n= 958Q32: How many search result pages do you look at, when conducting a search with your ... ?
47%only look at the "rst pageof results whenconducting a search on
their smartphone
The First Page of MobileSearch Results is Key
36
1 2 3 4 5 6 7 8 Next
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Google Con!dential and Proprietary
Mobile Ads Make an Impression
38Base: Private smartphone users who use the internet in general and who at least rarely notice advertising n= 939Q42: Where have you noticed advertising when using your smartphone?
43%
42%
31%
25%
24%
16%
While using a searchengine
While on a website
While in an app
While watchinga video
While on a videowebsite
While on a retailerwebsite
While in app
31%
While on awebsite42%
While using asearch engine
43%
White watchinga video
25%
Where Mobile Ads Are Noticed
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Google Con!dential and Proprietary
Background
39
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Research Methodology
In partnership with Ipsos MediaCT, we interviewed a total of 1,000Brazilian online adults (18-64 years of age) who identi!edthemselves as using a smartphone to access the Internet
The distribution is according to a national representativeCATI Study
A smartphone is de!ned as a mobile phone o"ering advancedcapabilities, often with PC-like functionality or ability todownload apps
Respondents were asked a variety of questions around deviceusage, mobile search, video, social, web and commerce behaviorand mobile advertising
Interviews were conducted in Q1 2012
40
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Demographics
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Area
32%
68%
30%
35%
25%
5%
5%
97%
2%
1%
42%11%
39%
1%
7%
Female
Male
18-24 Years
25-34 Years
35-44 Years
45-54 Years
55+ Years
Urban
Suburban
Rural
Single
Living with partner
Married
Widowed
Divorce/Separated
Age
Gender
MaritalStatus
Base: Private smartphone users who use the Internet in general, wave 2, n= 1.000S2. Please indicate your gender. / S1. What is your age? / D3. In what area do you live? D2. What is your marital status?
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Demographics
3%
49%
35%
13%
76%
10%9%
5%
2%
14%
18%
27%
20%
11%
2%
6%
Basic
Complete medium
Superior full
Postgraduate / Master / PhD
Employed (full-time/part-time)
Student
Unemployed / homemaker
Other
Less than R$700
R$ 701 - R$ 1.300
R$ 1.301 - R$ 2.300
R$ 2.301 - R$ 4.200
R$ 4.201 - R$ 7.900
R$ 7.901 - R$19.000
R$19.001 or more
Don't know/ no answer
EmploymentStatus
Education
Income
Base: Private smartphone users who use the Internet in general, wave 2, n= 1.000