The report from Nielsen shows consumer preferences across 10 developed and high-growth markets, comparing everything from device ownership and video consumption, to attitudes to advertising and the impact on shopping.

It shows how smartphone penetration around the world is changing consumer behaviour, but also just how fragmented the mobile landscape is – there really is no single global mobile consumer. 

Example findings include:

  • Shopping: In South Korea and China, 43% of smartphone owners have used their device for mobile shopping.  In Turkey it is only 3%.

  • Video: In China, 37% of smartphone owners who watch video, do so at least twice a day.  In the US, only 9% do.

  • Advertising: Around half of mobile users in Brazil, China, India and Russia are OK receiving advertising, if it means they can access content for free.  In South Korea and Turkey, little more than a third feel comfortable with that.

  • Handset choice: Value for money matters most in the US, UK and Italy, whereas ‘stylish design’ is most important in Russia and Brazil. Chinese consumers are the most concerned about having a wide choice of apps.

  • Multi-ownership: More than half of mobile owners in Russia (51%), and 36% of mobile subscribers in China own two or more phones, but only 7% in Turkey do.

Nielsen managing director of digital in Europe, David Gosen: “Smartphone penetration is rising dramatically and this is changing the relationship between consumers and brands.  But patterns of behaviour are very different from one country to another, and this is impacting how brands and carriers need to develop their plans around mobile advertising and mobile shopping.  A strategy that works with consumers in one market, won’t necessarily work in another.”

The report covers mobile consumers in Australia, Brazil, China, India, Italy, South Korea, Russia, Turkey the UK and US. 


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