THE MOBILE

INTERNET CONSUMER
NORTH AMERICA 2013
AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
THE MOBILE INTERNET CONSUMER - NORTH AMERICA 2013 |
Preface
The Mobile Internet Consumer - North America 2013 report produced by MMA
& Vserv.mobi addresses the audience insights of the growing mobile internet
user base in North America. 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 2 key countries
US and Canada.
The Mobile Internet Consumer report is designed for media planners & brand
advertisers. It will also help app developers, content providers, OEMs &
telecom service providers in understanding the evolving mobile consumer. It is
created with the objective to help brands plan their media strategy for
reaching the right target audience through Mobile Web & Apps. The Mobile
Internet Consumer report is available for India, Southeast Asia, Middle East &
Africa and Latin America.
2
THE MOBILE INTERNET CONSUMER - NORTH AMERICA 2013 |
DEMOGRAPHICS
3 THE MOBILE INTERNET CONSUMER - NORTH AMERICA 2013 |
THE MOBILE INTERNET CONSUMER - NORTH AMERICA 2013 |
9%
17%
22%
51%
Over half of the mobile
internet users in North
America are more than 35
year old
Less than 18 yrs
18-24 yrs
25-35 yrs
more than 35 yrs
4
Age
THE MOBILE INTERNET CONSUMER - NORTH AMERICA 2013 |
North America has almost
1:1 Female to Male ratio
amongst mobile internet
users
Male Female
48%
52%
5
Gender
THE MOBILE INTERNET CONSUMER - NORTH AMERICA 2013 |
3rd of the mobile internet users in North America are
Graduates or Post Graduates
6
Education
Graduate / Post Graduate
33%
Diploma / Undergraduate
30%
Schooling upto 12 yrs
30%
Uneducated
7%
THE MOBILE INTERNET CONSUMER - NORTH AMERICA 2013 |
Nearly 3rd of the
mobile internet
users in North
America are full-
time employed
7
Occupation
Business
8%
Self Employed
Professional
12%
Full-time job
30%
Part-time job
8%
Earning class
58%
Currently
not working
18%
Housewife
9%
Student
14%
THE MOBILE INTERNET CONSUMER - NORTH AMERICA 2013 |
CONSUMPTION PATTERN
8 THE MOBILE INTERNET CONSUMER - NORTH AMERICA 2013 |
THE MOBILE INTERNET CONSUMER - NORTH AMERICA 2013 |
73%
38%
41%
35%
Almost 3/4th of the
mobile internet
users have
downloaded a
game/ app in the
last month
Game / App Video Music Themes
9
Mobile content downloaded
in the last month
THE MOBILE INTERNET CONSUMER - NORTH AMERICA 2013 |
Download mobile content
Find a good deal on something
Learn about a brand
Locate something nearby
Over half of the mobile internet users find mobile ads useful for
downloading mobile content
10
Users love mobile ads that help them...
54%
41%
42%
42%
THE MOBILE INTERNET CONSUMER - NORTH AMERICA 2013 |
PURCHASING POWER
11 THE MOBILE INTERNET CONSUMER - NORTH AMERICA 2013 |
THE MOBILE INTERNET CONSUMER - NORTH AMERICA 2013 |
Payment Cards
51%
Consumer Durables
74%
Automobiles
36%
Over half the mobile internet users
in North America have payment
cards
Connected Devices
Computers Tablets
46% 60%
12
Product Ownership
THE MOBILE INTERNET CONSUMER - NORTH AMERICA 2013 |
Restaurant
Movie Theatre
Shopping Mall / Market
2/3rd of the mobile internet users have been to a shopping
mall/market in the last month
13
Affluent Lifestyle
70%
41%
66%
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 2 key countries in North America US and Canada. The
overall North America averages were weighted as per the regional
composition of mobile internet users in each focus country.
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 Marketing Association (MMA) is the premier global non-profit trade
association representing all players in the mobile marketing value chain. With
more than 700 member companies, the MMA is an action-oriented organization
with global focus, regional actions and local relevance. The MMA's primary focus
is to establish mobile as an indispensable part of the marketing mix. The MMA
works to promote, educate, measure, guide and protect the mobile marketing
industry worldwide. The MMA's global headquarters are located in the United
States and it has regional chapters including North America (NA), Europe, Middle
East and Africa (EMEA), Latin America (LATAM), and Asia Pacific (APAC)
branches.
For more information, please visit www.mmaglobal.com

About The Mobile Marketing Association (MMA)
Vserv.mobi is an Award Winning Mobile Advertising Exchange across Emerging
Markets that maximises 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 was founded in January 2010 and has a global presence, with offices
across USA, UK, South Africa, India, Singapore, Indonesia, Malaysia & Vietnam.
About Vserv.mobi
Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi