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©TNS 2012 1
©TNS 2012
©TNS 2012 3
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©TNS 2012 5
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Relevance
Independence
Convenience
Experience
Transparency
©TNS 2012
I feel I am ‘always connected’ to the Internet 44%
©TNS 2012
Mobile drives
NOW
©TNS 2012
©TNS 2012
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Experience
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Mobile’s purpose varies hugely – from a supplementary device in established markets
17
“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 ChinaSouth Korea Ghana
% agree
% disagree
©TNS 2012
To a primary device, restricted by connectivity and functionality problems
18
“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 ChinaSouth Korea Ghana
Source: B1; Activity frequency Base: Mobile users; 416, 614, 1304, 636
% agree
% disagree
©TNS 2012
To the only device available in the developing markets, with no PC heritage
19
“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 ChinaSouth Korea Ghana
Source: B1; Activity frequency Base: Mobile users; 416, 614, 1304, 636
% agree
% disagree
©TNS 2012 20
©TNS 2012
Pilot backgrounds
14th of January - 14th of February 2012.
21
217
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69minutes
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Mobile is app...
©TNS 2012
25
total time spent on mobile websites
total time spent on applications
©TNS 2012 26
Penetration(% of total)
Applications Mobile websites
©TNS 2012
In welke applicatie wordt de meeste tijd gestoken?
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total spend time (hours) (App) Total spend time (hours) (websites)
+/- 3000 apps
+/- 12000 websites
©TNS 2012 30
Relevance
Independence
Convenience
Experience
Transparency
©TNS 2012
Leuker maken
©TNS 2012
Makkelijker maken
©TNS 2012
Makkelijker maken
©TNS 2012 35
Relevance
Independence
Convenience
Experience
Transparency
©TNS 2012 36
Remy BleijendaalDigital Consultant TNS NIPOremy.bleijendaal@tns-nipo.com06-24242911
@remybleijendaal
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