Contents. 1. Survey Background and Methodology. 2. Summary of Key Findings. 3. Survey Results. 4. Appendix

Transcription

1 Mobile Trends 2014

2 Contents 1. Survey Background and Methodology 2. Summary of Key Findings 3. Survey Results 4. Appendix 2

3 Research Methodology Method Sample Size Online survey programmed and hosted by ThinkNow : n=503 Non-: n=303 Screening Criteria Age Sample quotas Test areas / cities Age bracket Gender balance Region Primary language spoken at home ( only) Weighting applied to balance 2014 samples to U.S. Census data with respect to age, gender and region. Nationwide Fieldwork Timing February 2014 Survey margin of error At the 95% confidence interval: Hispanic sample (n=503) +/- 4.7% Non-Hispanic sample (n=303) +/- 5.7% 3

4 Key Findings 1

5 Key Findings Android is easily the most popular mobile phone operating system among Hispanic consumers. Apple ranks second. 51% of 18 to 64 reported owning an Android phone compared to 34% among Non-. Apple is the number two operating system among both and Non- at approximately one-quarter each. Hispanic adults are more likely to engage in mobile phone activities as compared to Non-, including (past week usage): Using an app (47% vs. 34% Non-) Using a search engine (45% vs. 35%) Watching a video (43% vs. 34%) Listening to music (45% vs. 34%) Playing a game (45% vs. 37%) Downloading an app (36% vs. 26%) 5

6 Key Findings The types of applications used by and Non- are quite similar, with games and social networks being the most common. Among app users, the majority reported having apps for gaming (68 vs. 74% Non-) and social networking (62% vs. 67%) apps: Nearly all users of social networking apps use Facebook. The Instagram app is significantly more common among (44% vs. 29%) while Twitter is more popular among Non- (61% vs. 45%) Other popular types of apps include music (52% vs. 46% NH), weather (50% vs. 55%) and banking (42% each). and Non- alike feel that advertisements that are received on cell phones are annoying. However, a significant number would be willing to put up with those ads for lower payments and/or free services. Agreement with Statements: I would be willing to receive advertisements on my cell phone in exchange for lower monthly costs (57% agreement among vs. 56% Non-) I would be willing to receive advertisements on my cell phone in exchange for services such as live TV or Text Messages (45% vs. 42% Non-) 6

7 Key Findings Both and Non- agree that mobile phones are a useful vehicle for obtaining information about bargains as well as new products and services. Agreement with Statements: Mobile phones provide me with useful information about bargains (57% agreement among vs. 52% Non-) Advertising on mobile phones provide me with useful information about new products and services (44% vs. 42%) Advertising on mobile phones provide me with meaningful information about the product use of other consumers (41% vs. 38%) on average text more people during the day than non- (3.3 vs. 2.6) They also update their status on social media sites more frequently than non- (4 times per day vs. 3.6) 7

8 Survey Results 2 8

9 Current Mobile Provider Android is the most popular mobile phone operating system, particularly among Hispanic consumers. Apple ranks second. Android 36% 50% Apple 25% 23% Windows Other 11% 18% 14% 23% Non- (n=503), Non- (n=303) Q: Which operating system does your current mobile phone use? Base: All respondents indicates statistically larger at 95% confidence 9

10 Activities Done on Mobile Phone in Past 7 Days are significantly more likely to do most mobile phone activities compared to their Non-Hispanic counterparts especially the downloading and usage of apps. Send a text to someone you know Used an application or "App" Used a search engine Listened to music Played a game Watched a video Visited or used a Social Networking site Downloaded an application or "App" 26% 34% 35% 34% 34% 37% 33% 34% 52% 47% 45% 45% 45% 43% 42% 59% Visited a website for Weather 31% 35% Visited a website for News 29% 26% Searched for information about a product 22% 27% (n=503) Non- (n=303) Looked at a text ad you received Visited a website for Celebrity Gossip Used a mobile coupon Purchased a song None of these 6% 8% 8% 15% 15% 14% 11% 22% 26% 29% Non- are twice as likely to do none of these activities Non- Q: Which of the following activities have you done with your mobile phone in the last 7 days? Base: All respondents indicates statistically larger at 95% confidence 10

11 Types of Apps Used in Past 7 Days In general, and Non- use the same types of applications. Gaming and social networking apps are easily the most popular among both groups. Games Social Networking Music Weather Banking/Finance News Movies Shopping/Retail Food/Cooking Sports Fitness Healthcare None of these 52% 46% 50% 55% 42% 42% 32% 37% 28% 23% 28% 31% 21% 26% 19% 14% 16% 16% 10% 7% 3% 3% (n=235), Non- (n=103) 68% 74% 62% 67% Non- Q: Which of the following kinds of Apps have you personally used in the last 7 days? Base: Used an app in past 7 days indicates statistically larger at 95% confidence 11

12 Social Media Apps Facebook is the dominant social media app of both Hispanic and Non-Hispanic adults. Social Networking Apps Used in Past 7 Days Favorite Social Networking App Non- Facebook 96% 99% 76% 79% Twitter 45% 61% 8% 10% Instagram 29% 44% 8% 6% Google+ 42% 45% 4% -- Pinterest LinkedIn 18% 18% 36% 32% Non- 2% 4% Snapchat 17% 16% 2% 1% (n=145), Non- (n=70) Q: Which social media apps or sites do you currently use? Q: Of the social media apps/sites you told us you use, which ONE site do you most prefer to access from your mobile? Base: Have used social networking app in past 7 days indicates statistically larger at 95% confidence 12

13 Texting & Updating Status/Checking Social Media On average, exchange text messages with more people on a day-to-day basis compared to Non-. 80% Number of People Text With Per Day 80% Number of Times Use Cell Phone to Update Status or Check Social Media Sites 70% 60% Non- MEAN % 60% Non- MEAN % 50% 40% 36% 36% 34% Non- 40% 33% 34% Non- 30% 20% 10% 8% 23% 26% 12% 6% 10% 9% 30% 20% 10% 11% 10% 25% 21% 10% 9% 25% 23% 0% None % None (n=503), Non- (n=303) (n=145), Non- (n=69) Q: How many different people do you exchange text messages with on a typical day? Base: All Respondents. Q: In a typical day, how many times do you use your cell phone to update your status or check in with social media sites? Base: Use social networking app indicates statistically larger at 95% confidence 13

14 Attitudes About Mobile Advertising Although and Non- agree that advertisements that are received on cell phones are annoying, just over half of each group said they would put up with those ads in exchange for lower monthly payments. Top 2 Box Agreement: Agree Completely/Somewhat Advertisements on cell phones are annoying 80% 81% I would be willing to receive advertisements on my cell phone in exchange for lower monthly costs Mobile phones provides me with useful information about bargains I just want to use my cell phone to make and receive calls and don t care about any other features I would be willing to receive advertisements on my cell phone in exchange for services, like live TV or Text Messages 57% 56% 57% 52% 51% 57% 45% 42% Non- Advertising on mobile phones provides me with useful information about new products and services Advertising on mobile phones provides me with meaningful information about the product use of other consumers 44% 42% 41% 38% Roughly 4-in-10 find mobile ads to be useful in providing info about products/ services (n=503), Non- (n=303) Q: Please indicate how much you AGREE or DISAGREE with each of the following statements by checking the box that comes closest to how you feel. Bases: All respondents. indicates statistically larger at 95% confidence 14

15 Appendix: Sample Profile 3 15

16 Sample Profile Metric n=503 Non- n=303 Metric Male 48% 48% Marital Status: n=500 Non- n=300 Female 52% 52% Married 53% 41% Single 30% 33% Age: Separated/divorced 7% 10% 18 to 24 20% 15% Living with partner 8% 11% 25 to 34 27% 20% Widowed 2% 4% 35 to 44 24% 20% 45 to 54 18% 23% Average household size to 64 11% 21% Mean age Have children <18 in HH 57% 41% Census Region: Household Income: Northeast 18% 20% Less than $40,000 43% 45% Midwest 12% 24% $40,000 or more 54% 50% South 35% 38% Mean Income $51,900 $46,400 West 36% 18% 16

17 Sample Profile Cont. Metric Acculturation: n=503 Metric Hispanic Origin: n=503 Low Acculturation 16% Mexican 58% Medium Acculturation 58% Puerto Rican 17% High Acculturation 27% Cuban 8% South American 11% Language Spoken at Home: Central American 8% Spanish only 10% Dominican 3% Spanish mostly 26% Spanish and English equally 27% English mostly 18% English only 19% 17

18 CONTACT INFO: 2100 W. Magnolia Blvd. Suite A-B Burbank, CA Main Phone: Mario X. Carrasco, M.A x101 Roy Eduardo Kokoyachuk, MBA x102