Mobile Communications Report 2015

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Study basics

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Befragungsmethode: CAWI, MindTake Online Panel Österreich Stichprobengröße: n=1.004 Zielgruppe: Handy-Nutzer in Österreich, repräsentativ für die Österr. Bevölkerung

Soziodemographie der Befragten:

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Smartphone models

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Phone utilities

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NFC

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Mobile Internet User Types

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Mobile Internet

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Mobile Internet - Complaints

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Mobile Internet - Activities

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Mobile Shopping 1/7

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Mobile Shopping 2/7

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Mobile Shopping 3/7

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Mobile Shopping 4/7

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Mobile Shopping 5/7

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Mobile Shopping 6/7

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Mobile Shopping 7/7

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Apps 1/2

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Apps 2/2

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Mobile Ads 1/4

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Mobile Ads 2/4

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Mobile Ads 3/4

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Mobile Ads 4/4

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Conclusions

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§  Among smartphone owners who use mobile internet consistently, mobile shopping has taken off in a big way, even doubling in the case of some retailers.

§  Mobile shopping in the general internet population seems to have stabilised at around 1/3 of total online shopping activity – further growth would depend on significant usability improvements or simplified-yet-secure payment options

§  Demographic preferences account for divergent mobile shopping priorities: men place value on speed and efficiency of the shopping experience, women are more reflective and careful, older age groups shop around but are decisive, younger groups are more straightforward shoppers.

§  Ad saturation is an issue: as intolerance to them grows, portals will need to think of new ways to integrate ads without creating frustration and hostility. Ad-free environments might be one way, infomercial content another.

ENDE Mobile Communications Report 2015

MindTake Research GmbH Vienna, June 2015