Research: US Lags Behind Emerging Markets in Mobile … · 2017-08-08 · Mobile Etiquette Comparison 19% of Brazilians consider texting while in a work meeting to be the most rude

Research: US Lags Behind Emerging Markets in Mobile

Messaging and Social Usage While Brazil Outpaces the

World in Mobile Growth

The July 2013 YouGov survey, sponsored by tyntec, surveyed more than 4,000

participants aged 18 55+ in the US, UK, Brazil and Russia

Table of Contents

Introduction p. 3

Global Messaging Findings p. 4

Global Social Usage p. 8

Mobile Etiquette Comparison p. 13

Key Takeaways p. 16

About tyntec p. 18

Infographic p. 18

Introduction

In its second annual “Mobile Messaging and Social Networking Survey,” new international research by tyntec and YouGov reveals variations in mobile and social usage.

tyntec and YouGov surveyed 4,000 participants aged 18�55+ in established mobile phone markets: the US and UK, and nations of imminent mobile market growth: Brazil and Russia.

The varying cultural and economic background undoubtedly plays a role in defining how users communicate via their mobile device and who is the undisputed most socially connected nation.

tyntec finds that Brazil is outpacing the world in its social and messaging usage – proving to be the new frontier for mobile.

Apps, SMS and mobile email are the most used features for today’s average mobile consumer.

28% of Russians claim to not use Facebook at all. Skype and other local messaging services (Mail.ru & VK) dominate usage in Russia.

3

Global Messaging

Findings

Global Messaging Findings

Compared to other countries, Brazil has the highest daily usage of SMS, with 12%

sending at least 30 texts per day.

In addition to showing the highest mobile social connectedness, Brazil displays the

greatest interest, with 71% towards the adoption of free or low cost calling and

messaging apps like WhatsApp and Viber. Russia follows with 52%, while the UK

responds with 33% and the US, with the lowest number of respondents showing

interest, at 14%.

5

0%

10%

20%

30%

40%

50%

60%

70%

80%

Brazil Russia UK USA

Interesting

Not interesting

Not aware of option for having free

or low cost-calling and messaging

apps

Interest in messaging apps such as WhatsApp, Viber and Nimbuzz

Global Messaging Findings

Facebook Messenger is the most used smartphone messaging service in Brazil,

with 75% usage rate. Whereas in the US, messaging services are split between

Facebook Messenger with 32%, followed by Skype (20%) and iMessage (20%).

6

0%

20%

40%

60%

80%Facebook Messenger

Skype

WhatsApp

twitter

Yahoo Messenger

Brazil

0%

20%

40%

60%WhatsApp

Facebook Messenger

iMessage

twitter

Skype

UK

0%

10%

20%

30%

40%Facebook Messenger

iMessage

Skype

Yahoo Messenger

None

USA

0%

20%

40%

60%Skype

Mail.ru

VK

Odnoklassniki.ru

ICQ

Russia

Global Messaging Findings

Poor internet coverage is the primary reason why Brazilians don’t use instant

messaging services, with 37%. Conversely, Russia (51%), UK (59%) and the US

(53%) are in agreement that the major reason they don’t use instant messaging

services is because none or very few of their peers use such services.

7

0%

10%

20%

30%

40%

50%

60%

Brazil Russia UK USA

Internet coverage is very poor, instant

messaging services don’t work properly

None or very few of my peers use

instant messaging services

Mobile internet access too expensive

Afraid of losing data privacy

Smart phones too expensive

Mobile internet access not available

Not available in country

Other

Reasons for not using instant messaging services

Global

Social Usage

Global Social Usage

The majority of respondents from the survey possess a mobile phone with internet

access – Brazil (57%), Russia (63%), UK (67%) and the US (49%). Surprisingly,

the US had the highest percentage for mobile phones without internet access, with

37%.

9

Global Social Usage

Brazil is more socially connected, with 77% using social networks via their mobile

device; more than any other country. Russia closely follows with 69%, then UK

(65%) and lastly the US, with 53% claiming to use social networks via their mobile

device.

10

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Brazil Russia UK USA

Never

Once a month

Once a week

Once a day

Between 2 and 5 times a day

More than 5 times a day

Use of social networks via mobile phone

Global Social Usage

Compared to one year ago, the majority of consumers claim to check Facebook more often via their

mobile phone. Brazil (69%), Russia (47%), UK (42%) and US (39%). The UK and the US had the

highest percentage of respondents claim that they check Facebook via their mobile phone just as often

as they did one year ago, both at 38%.

23% of Brazilians check their Facebook via a mobile phone more than five times per day – more than

any other country, including the US (17%), UK (16%) and Russia (2%).

Interestingly, 28% of Russians claim to not use Facebook at all.

110%

5%

10%

15%

20%

25%

30%

Brazil Russia UK USA

More than 5 times a

day

Between 2 and 5

times a day

Once a day

Once a week

Once a month

Never

I don’t use Facebook

Use of Facebook via mobile phone

0%

10%

20%

30%

40%

50%

60%

70%

Brazil Russia UK USA

More often

Less often

As often as 1 year ago

Not at all

Use of Facebook via mobile phone compared to 1 year ago

Global Social Usage

Unlike Russia and UK where SMS remains the most used smartphone feature,

besides voice calls, Brazil favors apps with a 36% response rate. For the US,

mobile email is the most used feature, with 31%, closely followed by apps (28%)

and SMS (24%).

12

0%

5%

10%

15%

20%

25%

30%

35%

40%

Brazil Russia UK USA

Apps

SMS

Mobile email

Other

Most used smartphone features besides voice calls

Mobile Etiquette

Comparison

Mobile Etiquette Comparison

Brazilians and Russians say the mobile phone ‘bad habit’ they’re most guilty of is

sleeping next to their phone, with a 42% response rate in both countries.

Conversely, only 15% of US respondents and 21% of UK respondents claim to go

to bed with their mobile phone.

14

0%

10%

20%

30%

40%

50%

60%

70%

Brazil Russia UK USA

Sleeping next to phone

Checking phone while at dinner table

Checking email or texting while driving

Texting friends while on a date

Checking phone while at the movies

None of the above

"Bad mobile phone" habit people are most guilty of

Mobile Etiquette Comparison

19% of Brazilians consider texting while in a work meeting to be the most rude

scenario, whereas the US (8%) and UK (9%) agree that texting while on a date

is the worst. Russians (11%) believe sending an SMS while in a conversation

with a friend is considered most impolite.

18 24 year olds were asked if they’d be willing to give up alcohol, chocolate,

caffeine, exercise or a toothbrush for one week rather than lose the ability to text

for year, 44% of US Millennials said they would be willing to make the sacrifice.

This pales in comparison to the 71% who were willing to do so in 2012.

In response to the same question, across all age groups, Brazilians were least

willing to give up the ability to text for an entire year. According to the findings,

only 24% of Brazilians would be okay with not being able to send SMS for an

entire year, compared to Russia (36%), UK (42%), and 55% of the US

respondents (55%).

15

Key Takeaways

Key Takeaways

Brazilian & Russian telcom markets are the new frontiers for mobile.

With poor internet coverage in some regions, there is a growing need for OTT�players to offer mobile�based services.

Facebook needs to grow and offer mobile based service in emerging countries.

For networking, it's not just about Facebook – local heroes, especially in Russia, dominate messaging services.

US mobile/social usage is stabilizing, indicating a maturing market. Differences in mobile/social usage among age groups.

17

About tyntec

tyntec is a mobile interaction specialist, enabling mobile service providers,

enterprises and Internet companies to integrate mobile telecom services – voice,

SMS and phone numbers in a reliable, global and easy to integrate manner.

tyntec is an 11 year established, experienced player – operating since 2002.

500+ corporate customers specializing in Web 2.0, OTT (Over The Top) and mobile

operators

More than 150 employees; offices in UK, Germany, Singapore, and the US

For the accompanying infographic visit:

http://www.tyntec.com/fileadmin/tyntec.com/images/market_insights/Infogr

aphic_MessagingandSocial_2013.pdf

19

For more information: www.tyntec.com

www.ttone solution.com

PR contacts: [email protected] (USA)

[email protected] (UK)[email protected] (general)

@tyntec