Differences in Mobile Experience between East and West Francis Fung / Mitsue-Links
Introduction What I want to talk about today
Worldwide sales Smartphone vs.. Feature phone Up 46.5% from 2012-2013 Smartphone Feature phone 225 million units 210 million units Down 21% from 2012-2013 Source: Gartner (August 2013)
Smartphone growth around the world from 2012 (Q2) 2013 (Q2) Eastern Europe Up 31.6% Latin America Up 55.7% Asia Up 74.1% Source: Gartner (August 2013)
Worldwide top smartphone sales by manufacturer from 2012 (Q2) 2013 (Q2) 31.7% 14.2% Samsung Apple 71.4 million units 31.9 million units 5.1% LG 11.5 million units 4.7% Lenovo 10.7 million units 4.3% ZTE 9.7 million units Source: Gartner (August 2013)
Homegrown local brands Other 40% of worldwide smartphones China Coolpad K-Touch Xiaomi Gionee OPPO India Micromax Karbonn Lava Maxx Intex Thailand i-mobile OPPO GNET Vietnam Q-Smart Mobiistar Masstel Philippines Cherry Mobile MyPhone
Homegrown brands Basic facts Coolpad - China Karbonn - India MyPhone - Philippines Q-Smart - Vietnam Smartphones are locally branded, but designed and produced in China. Cheaper and competitive pricing. On average from USD $50 - $200 Specs. 4 or bigger screens. Dual core to Quad core processors. Source: IDC (International Data Corporation) Q2 Data 2013)
Different Smartphone experience Fujitsu Raku Raku Smartphone RakuRaku phone by Fujitsu, means Easy / Comfortable. Directly aimed at senior citizens. Large buttons, vertical only scrolling. Touchscreen gives feeling of real buttons. Front mounted speakers for easier listening.
Smartphone webpage visits by manufacturers and by country Source: Adobe Digital Index The State of Mobile Benchmark (Q2 2013)
Smartphone operating system by country Source: Adobe Digital Index The State of Mobile Benchmark (Q2 2013) / Gartner (August 2013)
M-commerce % of internet users (by country) who have made a purchase via their mobile phone China 55% South Korea 37% India Indonesia Vietnam Malaysia Thailand Japan 26% 26% 24% 23% 23% 22% Philippines 15% Source: GlobalWebIndex State of Global E-commerce Report 2013. (Feb 2013)
M-commerce How does the West compare? US 19% Canada 13% Source: GlobalWebIndex State of Global E-commerce Report 2013. (Feb 2013)
M-commerce How does the West compare? US 19% Canada 13% China 55% South Korea 37% India Indonesia 26% 26% China Smartphone shopping Tmall 75.6% Amazon China 0.9% Source: GlobalWebIndex State of Global E-commerce Report 2013. (Feb 2013) / emarketer (Sept. 2012)
M-commerce activities Smartphone users and how they use their phones regarding m-commerce QR Code scanning NFC / mobile wallet Mobile banking China 30% 20% 42% South Korea 38% 15% 51% India - - 7% Italy 14% 3% 22% UK 18% 4% 28% US 24% 3% 38% Source: Nielsen The Mobile Consumer: A Global Snapshot (Feb 2013)
M-commerce activities Smartphone users and how they use their phones regarding m-commerce QR Code scanning NFC / mobile wallet Mobile banking China 30% 20% 42% South Korea 38% 15% 51% India - - 7% Italy 14% 3% 22% UK 18% 4% 28% US 24% 3% 38% Source: Nielsen The Mobile Consumer: A Global Snapshot (Feb 2013)
Different mobile experiences Daily uses of NFC / mobile wallets
Different mobile experiences McDonalds via mobile mixing QR and NFC
Different mobile experiences Daily use of QR Codes
Different mobile experiences QR code food shopping in metro stations
Different mobile experiences Smartphone and LED supermarket shopping Source: salenavigation.co.kr
Differences in communication apps What s popular in the East? Source: techinasia.com/top-smartphone-mobile-apps-in-china/ (April 2013). www.telegraph.co.uk/technology/10244264 (August 2013)
Differences in communication apps Why not Skype?
Differences in communication apps Privacy and Stamps are preferred
Privacy difference Japanese users prefer aliases and don t use real photos 90% of users against posting a real picture of their face Source: Adam Acar. Http://asiajin.com/blog/2012/04/02 (March 2012)
Privacy affecting bounce rates Japanese users mind about entering private details
Privacy affecting bounce rates Japanese users mind about entering private details
Privacy affecting bounce rates Japanese users mind about entering private details
Privacy affecting bounce rates Japanese users mind about entering private details
Privacy affecting bounce rates Japanese users mind about entering private details
Privacy affecting bounce rates Japanese users mind about entering private details
Privacy affecting bounce rates Japanese users mind about entering private details
Mobile SNS experience Similar but also slightly different
Mobile SNS experience Similar but also slightly different Source: http://en.wikipedia.org/wiki/qzone. http://en.wikipedia.org/wiki/sina_weibo
Mobile SNS experience Similar but also slightly different Source: http://www.fastcolabs.com/3016498/why-the-japanese-love-twitter-but-not-facebook
Mobile SNS experience Similar but also slightly different Japanese is the most tweeted language after English. Source: http://www.fastcolabs.com/3016498/why-the-japanese-love-twitter-but-not-facebook
Mobile SNS experience Similar but also slightly different Weather (7 characters) = 天気 (2 characters) Source: http://www.fastcolabs.com/3016498/why-the-japanese-love-twitter-but-not-facebook
Other mobile experiences Just because they re interesting
Other mobile experiences Just because they re interesting
To summarise Mobile experience differences What to remember
Thank you mitsue.co.jp/english Francis Fung UX International Business Manager Mitsue-Links