20. ...and they use it lots
Mobile Web Usage Frequency, 16-24 year-old users
“At least daily”: 90%
“More than an hour daily”: 61%
24%
22%
15% 16%
13%
4%
3%
>3 hrs 2-3 hrs 1-2 hrs 30 min-1 hr Daily, <30 min Less than daily I don’t
Source: Infinita, April 2008
33. The Secret Sauce
Key differences to other markets
Same cost for Flat rate data
User Experience Level >90% 3G
on- and off- with “free” penetration
deck access messaging
Operators
Operators
Operator-Handset Maker control All handsets pay handset
Relationship Level handset SIM-locked makers
makers
Operator
Operator Business Model Email, not revenue (Open)
Level SMS share favors standards
CPs
Regulatory/Government Competition on network technologies
Level
No spectrum license costs
35. Mobile Commerce User Behavior
Usage and Usage Intention
Active Usage
Very interested
Interested
4% Undecided
Not really interested
Definitely not interested
29% Don’t know
34%
1%
4%
17% 11%
Source: impress R&D, 2008 (Mobile Internet Users, N=3,178)
36. Mobile Commerce User Behavior
Usage by Demographic
Male Users Female Users
No
Yes
62 64 64 64 63
71 71 69 74
79 82
91 92
38 36 36 36 37
29 30 31
26
21 18
9 8
Total 10s 20ies 30ies 40ies 50ies 60ies 10s 20ies 30ies 40ies 50ies 60ies
Source: impress R&D, 2008 (Mobile Internet Users, N=3,178), in %
37. Mobile Commerce User Behavior
Preference Criteria
Trustworthiness 63.1
Ease of purchase 60.3
Loading speed 59.9
Convenience 54.8
Ease of reaching products page 49.4
Ease of comparing products 41.0
Degree of information detail 33.3
Quality of product search 27.9
Design 22.8
Ease of registration 22.4
Source: IMJ Mobile, 2008 (Active Mobile Shopping Users, N=312), in%, multiple answers
38. Mobile Commerce User Behavior
Payment Preferences
Cash on Delivery 65.0
Credit Card 49.4
Pay at Convenience Store 36.1
Bank Transfer 22.6
Postal Transfer 20.5
via Mobile Phone Bill 6.3
Source: impress R&D, 2006 (Active Mobile Shopping Users, N=795), in%, multiple answers
39. Mobile Commerce User Behavior
Product Categories
Fashion 39.5
Books, Magazines 35.7
CD, DVD 30.3
Cosmetics 22.4
Foods 20.6
Travel, Accomodation 14.8
Furniture, Design Goods 13.7
Health Goods 13.4
PC-related 12.4
Games 11.4
Source: impress R&D, 2008 (Active Mobile Shopping Users, N=927) in%, multiple answers
40. Mobile Commerce User Behavior
Spend per Year (in US$)
up to 29
30-49
50-99
5% 1% 12% 100-299
9% 300-499
500-999
1,000-2,999
3,000-4,999
11% 15% 5,000+
24% 20%
Source: impress R&D, 2008 (Active Mobile Shopping Users, N=927)
41. Mobile Commerce User Behavior
Usage Frequency
Not at all
Once a year
2-4 times/yr.
10% 5-9 times/yr.
2% 16% 10-19 times/yr.
More than 20 times
8% Don’t know
11%
17% 37%
Source: impress R&D, 2008 (Active Mobile Users, N=927)
42. Mobile Commerce User Behavior
Average Spend per Year by Reference Group (in US$)
2007
2008
411
205
89 103
77 81
Mobile Users Mobile Data Users Mobile Shoppers
Sources: impress R&D, 2008/2007; Mobile Content Forum 2007; Infinita 2008 (est.); includes Auctions