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Relevance

Independence

Convenience

Experience

Transparency

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I feel I am „always connected‟ to the Internet 44%

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Mobile drives

NOW

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Convenience

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Transparency

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Experience

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Mobile‟s purpose varies hugely – from a supplementary device in established markets

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“I would be happy doing all my Internet surfing via my mobile”

“I would like to access the Internet more on my mobile phone, if it were more convenient, or had higher speed or connectivity”

Netherlands China South Korea Ghana

% agree

% disagree

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To a primary device, restricted by connectivity and functionality problems

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“I would be happy doing all my Internet surfing via my mobile”

“I would like to access the Internet more on my mobile phone, if it were more convenient, or had higher speed or connectivity”

Netherlands China South Korea Ghana

Source: B1; Activity frequency Base: Mobile users; 416, 614, 1304, 636

% agree

% disagree

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To the only device available in the developing markets, with no PC heritage

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“I would be happy doing all my Internet surfing via my mobile”

“I would like to access the Internet more on my mobile phone, if it were more convenient, or had higher speed or connectivity”

Netherlands China South Korea Ghana

Source: B1; Activity frequency Base: Mobile users; 416, 614, 1304, 636

% agree

% disagree

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Pilot backgrounds

14th of January - 14th of February 2012.

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217

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69 minutes

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Mobile is app...

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total time spent on mobile websites

total time spent on applications

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Penetration (% of total)

Applications Mobile websites

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In welke applicatie wordt de meeste tijd gestoken?

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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1 10 100 1.000 10.000

Total spend time (hours) (App) Total spend time (hours) (websites)

+/- 3000 apps

+/- 12000

websites

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Relevance

Independence

Convenience

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Leuker maken

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Eenvoudiger maken

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Makkelijker maken

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Makkelijker maken

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Relevance

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Convenience

Experience

Transparency

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Remy Bleijendaal Digital Consultant TNS NIPO remy.bleijendaal@tns-nipo.com 06-24242911 @remybleijendaal