Mobile communication: the future? Also the present. This week, TNS Mobile Life released a published study on the geographic and sociodemographic data of mobile-sector coverage—highly interesting data. Press conference, May 25, 2011.
One third of the world’s population uses the internet
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Mobility factor: Mobile adds MOBILITY to the digital experience.
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Great growth potential for tablets:
- 28% of Europeans intend to buy one in the next year; in developed markets, the tablet will not replace the PC
- The evolution of RIM (BlackBerry) and the entry of Apple and Android have ended Symbian’s (Nokia) leadership
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To what extent does mobile change behaviours in the financial market and on social networks?
- Strong global demand for the development of mobile financial services that facilitate paymentsHow will we use it
- Pay bills such as water, electricity…
- Pay in a shop, bar, or restaurant
- View your account details on your mobile
- Move money from the bank account to the mobile
- Transfer money from the mobile to the bank account
Mobile drives the development of social networks thanks to improved user interfaces, the power of the “here and now”, flat-rate data plans, and the marketing ecosystem of brands.
- We will see the boom in browsing the internet via mobile: search engines, social networks, news, videos, sports, weather…
- 3 out of 10 mobile internet users in Spain download apps and connect to social networks
- GPS, music, and games are used intensively while travelling
- The consumer is at the centre of convergence
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Study conclusions:
- Content remains more relevant in Spain than in other European markets
- Nokia has a strong relationship with its users, although it is declining over time
- Promotions, previous experience, and digital touchpoints are the main sources of information when buying a phone
- Spanish consumers want instant, fast internet access
- When buying their next mobile, Spanish consumers would pay $82 less than in other developed markets
THE KEYS TO THE FUTURE OF SPAIN’S MOBILE SECTOR
