This week, the research company Nielsen published a new report on mobile consumers, and it’s rich with data that highlights how very differently people use their phones across Australia, Brazil, China, India, Italy, South Korea, Russia, Turkey, the United Kingdom, and the U.S.
For example, Nielsen takes note of the fairly divergent paths that two of the world’s fastest-growing economies – India and China – appear to be on when it comes to smartphone usage.
In China, two-thirds of mobile phone users own a smartphone, compared to just 10 percent in India. But smartphone use in India is sufficiently novel that smartphone owners engage more actively with their devices than seemingly anywhere else in the world. In China, for instance, one third of smartphone users surveyed by Nielsen said that they’ve increased their TV viewing habits because of mobile video; meanwhile, in India, roughly one-third of smartphone users say they watch less TV because of mobile video.
India-based smartphone users are also a lot more likely to engage with the mobile ads that they receive roughly once a week than in China (or the U.S.), where people see mobile ads on an almost daily basis but rarely engage with any of them, according to Nielsen.
Other interesting bits:
* South Korea leads the world in overall mobile ownership, with fully 99 percent of its population in possession of a cell phone, and roughly two thirds of them in possession of a smartphone. (In the U.S., smartphone penetration finally hit 61 percent by the end of December.)
* Brazilian and Turkish mobile users are most likely to own multimedia phones without an advanced level operating system like Android or the iOS.
* Slightly more than half of Russian mobile subscribers own two or more mobile devices. The same is true of slightly less than half of Brazilian mobile customers. In the U.S., meanwhile, just 17 percent of mobile subscribers have multiple phones, and it sometimes seems that all of them live in Northern California.
*Many the world’s mobile subscribers do not have a data plan. While that might be hard for Americans to fathom, given that 96 percent of us are contractually bound to a carrier, only 43 percent of Brazilian mobile phone users have a data plan, only 57 percent of Italians have a data plan, and only 49 percent of Turkish customers have a fixed contract.
* Chinese mobile phone users stream about 20 percent more music from their phones than their U.S. counterparts (59 percent to 38 percent).
There’s plenty of other data that’s worth scanning if your work involves trying to divine mobile trends. The report features which countries seem to focus on the style of their cell phones over the phones’ perceived value, whose citizens do the most mobile shopping, and which are the most popular apps per country, among other things. You can find the full report here.
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