THE MOBILE

INTERNET CONSUMER
SPAIN 2013
AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
THE MOBILE INTERNET CONSUMER - SPAIN 2013 |
Preface
2
The Mobile Internet Consumer - Spain 2013 report produced by Vserv.mobi
addresses the audience insights of the growing mobile internet user base in
Spain. This report focuses on profiling the mobile web & app users, their
purchasing power, lifestyle and consumption pattern. The findings and insights
are drawn from a survey conducted in 36 countries across regions.
The Mobile Internet Consumer report is designed for media planners & brand
advertisers. It is created with the objective to help brands plan their media
strategy for reaching the right target audience through Mobile Web & Apps. It
will also help app developers, content providers, OEMs & telecom service
providers in understanding the evolving mobile consumer. The Mobile Internet
Consumer report is available for India, China, Southeast Asia, Middle East,
Africa, Latin America, North America and Europe.
THE MOBILE INTERNET CONSUMER - SPAIN 2013 |
DEMOGRAPHICS
3 THE MOBILE INTERNET CONSUMER - SPAIN 2013 |
THE MOBILE INTERNET CONSUMER - SPAIN 2013 |
15%
14%
15%
55%
Over half of the mobile
internet users in Spain are
more than 35 years old
4
Age
Less than 18 yrs
18-24 yrs
25-35 yrs
more than 35 yrs
13%
EUROPE
21%
29%
37%
THE MOBILE INTERNET CONSUMER - SPAIN 2013 |
3 out of 5 mobile
internet users in Spain
are men
Male Female
39% 61%
38%
62%
5
Gender
*EUROPE
THE MOBILE INTERNET CONSUMER - SPAIN 2013 |
Over half of the mobile internet users in Spain are Graduates
or Post-Graduates
Graduate / Post Graduate
Diploma / Undergraduate
Schooling upto 12 yrs
6
Education
54%
34%*
22%
31%*
17%
24%*
Uneducated
8%
11%*
*EUROPE
THE MOBILE INTERNET CONSUMER - SPAIN 2013 |
4 out of 7 mobile
internet users in
Spain belong to
earning class
7
Occupation
Business
12%
Self Employed
Professional
14%
Full-time job
26%
Part-time job
5%
33%*
12%*
12%*
9%*
Earning class
57%
Currently
not working
19%
Housewife
7%
Student
17%
13%*
8%*
13%*
*EUROPE
THE MOBILE INTERNET CONSUMER - SPAIN 2013 |
CONSUMPTION PATTERN
8 THE MOBILE INTERNET CONSUMER - SPAIN 2013 |
THE MOBILE INTERNET CONSUMER - SPAIN 2013 |
86%
28%
32%
22%
6 out of 7 mobile
internet users have
downloaded a game
or app in the last
month
Game / App Video Music Themes
9
Mobile content downloaded in the
last month
*EUROPE
78%* 35%* 38%* 31%*
THE MOBILE INTERNET CONSUMER - SPAIN 2013 |
Download mobile content
Find a good deal on something
Learn about a brand
Locate something nearby
Mobile internet users enjoy receiving mobile content and locating services
nearby through mobile ads. Mobile will drive greater engagement when
integrated with other marketing mediums.
10
Users love mobile ads that help them...
47%
43%
39%
52%
*EUROPE
56%*
38%*
37%*
42%*
THE MOBILE INTERNET CONSUMER - SPAIN 2013 |
PURCHASING POWER
11 THE MOBILE INTERNET CONSUMER - SPAIN 2013 |
THE MOBILE INTERNET CONSUMER - SPAIN 2013 |
Payment Cards
58%
Consumer Durables
87%
Automobiles
68%
Over half of the mobile internet
users in Spain have claimed to
own a tablet
Connected Devices
Computers Tablets
54% 69%
12
Product Ownership
*EUROPE
65%* 42%* 76%* 52%* 51%*
THE MOBILE INTERNET CONSUMER - SPAIN 2013 |
Restaurant
Movie Theatre
Shopping Mall / Market
7 out of 10 mobile internet users in Spain have been to a
shopping mall/ market in the last month
13
Affluent Lifestyle
52%
43%
70%
*EUROPE
47%*
41%*
76%*
About the study
To know more about The Mobile Internet Consumer report, please write to us at
insights@vserv.mobi or visit vserv.mobi/insights
The Mobile Internet Consumer report produced by MMA & Vserv.mobi is
based on a primary survey of over 3000 mobile web & app users. The survey
was conducted using random sampling for natural representation of the
target group across 6 key countries in Europe France, Germany, Italy,
Russia, Spain and UK. The overall Europe averages were weighted as per the
regional composition of mobile internet users in each focus country.
The Mobile Marketing Association (MMA) is the premier global non-profit trade
association established to lead the growth of mobile marketing and its associated
technologies. The MMA is an action-oriented organization designed to clear
obstacles to market development, establish mobile media guidelines and best
practices for sustainable growth, and evangelize the use of the mobile channel.
The more than 700 member companies, representing nearly fifty countries
around the globe, include all members of the mobile media ecosystem. The
Mobile Marketing Associations global headquarters are located in the United
States and it has regional chapters including North America (NA), Europe (EUR),
Latin American (LATAM) and Asia Pacific (APAC) branches.
About the Mobile Marketing Association (MMA)
For more information, please visit www.mmaglobal.com. For information relating
to the MMAs Mobile Marketing Forum series, please visit
www.mobilemarketingforum.com.
About Vserv.mobi
Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi
Vserv.mobi is an Award Winning Mobile Advertising Exchange focused on
Emerging Markets, that maximizes value of mobile media for advertisers,
developers, publishers and telecom operators.
Powered by award winning AudiencePro and AppWrapper platforms,
Vserv.mobi has delivered mobile advertising experiences for leading Fortune 500
brands & digital media companies, across 200 countries. AudiencePros audience
targeting capabilities and AppWrappers "One Click" SDK integration for App
Developers continue to empower the mobile ecosystem.
The company has a global presence, with offices across USA, UK, South Africa,
India, Singapore, Indonesia, Malaysia & Vietnam. Funded by IDG ventures,
Vserv.mobi was founded in January 2010.