07/11/2011
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40 % of Spanish users have a smartphone and 8 % a tablet
IAB Spain has presented the "III Study on Mobile Marketing in Spain, carried out by The Cocktail Analysis"
The presence of smartphones and tablets amongst users continues to rise. 40 % of users already have a smartphone and 8 % have a 'tablet'. Beside the growth of these devices, access to the Internet via mobile has increased and now represents around 70 % of users.
IAB Spain has presented the "III Study on Mobile Marketing in Spain, carried out by The Cocktail Analysis". This is a report that centres on advanced users amongst whom the communication explosion in mobile devices has been most evident. The study was commissioned by the Mobile Commission of IAB Spain and is based on the answers of 1,240 subjects.
In the study, the market growth of smartphones is confirmed. 40 % of the polled users have confirmed that they already have a smartphone, while 8 % also possess a tablet as well.
The success of these types of devices has meant considerable growth in mobile access to the Internet. 70 % of users have accessed the Net from their mobiles, a percentage that continues to grow as compared to previous market studies, 61 % in 2010 and 57 % in 2009.
The phone browser continues to be the favorite mode of access - 83 % (three points higher than in the previous year), but access to the Net to use applications is on the rise. 44 % of users, ten points above last year’s mark, have confirmed that they navigate on their mobiles using installed applications.
Another conclusion to be extracted from the study does not seem to fit in with the direction mobility is taking, as an increase in access to mobile Internet from traditional computer places has also been registered. 60 % of those polled have indicated that they access the Net from their mobile in their homes. The rapidity of connection times and the usability in the odd enquiry are some of the reasons mentioned for this type of use.
User types
The managers of this study have differentiated between three user profiles in Internet mobility. First, at 26 %, are the so-called 'Early Adopters'. These are consumers for which mobile service has been thoroughly internalized. Their terminal has become a point of access to the Internet available at anytime and to use all types of services. These types of users are those who most use their devices on the Net.
The second type has been designated the name of 'Connected', and represents 46 % of the users. For them, the mobile is a relatively new service. The managers of the study consider that this type of consumer participates in the logical developments in the evolution of the mobile phone industry and wants to enjoy it, but it is not such a feature of their everyday life.
The third and last group goes by the name of 'Functional', 28 % of users. The Functional profile uses Internet on their mobile as an occasional secondary service but not a central function.
Although there are users of all ages, the young predominate, and social networks are one of their most-used activities. 91 % of those who access social networks on their mobiles do it in Facebook, compared to 43 % that uses Twitter and the 34 % Tuenti.
Mobile Marketing
IAB Spain also has highlighted the answers of those polled on their attitudes to Mobile Marketing. The company has highlighted the "essentially active role that the user adopts" in the face of this type of marketing.
90 % of those polled have affirmed they know what the Internet navigation advertising display is and have indicated that the possibility of finding useful information is low in this environment.
Given this fact, seven out of ten users would be willing to receive more advertising on their mobile terminals in return for benefits, a percentage which rises to eight out of ten for Early Adopters.
In relation to email marketing, this model seems to be living a new golden era in mobility. The efficiency of this type of emails is reflected in the fact that access frequency is high in all categories, especially in discount services, where 49 % of users access them daily, followed by promotions and newsletters, with a daily access of 46 % of all cases.
IAB Spain consider that the study makes it evident that the first steps are being taken towards what will eventually be a Digital market, where the difference between on-line and mobile will blur. In the meantime, however, there are still many bridges to cross before reaching this point of knowledge and specialization.
Source: Lider Digital, Monday 7th November
IAB Spain has presented the "III Study on Mobile Marketing in Spain, carried out by The Cocktail Analysis". This is a report that centres on advanced users amongst whom the communication explosion in mobile devices has been most evident. The study was commissioned by the Mobile Commission of IAB Spain and is based on the answers of 1,240 subjects.
In the study, the market growth of smartphones is confirmed. 40 % of the polled users have confirmed that they already have a smartphone, while 8 % also possess a tablet as well.
The success of these types of devices has meant considerable growth in mobile access to the Internet. 70 % of users have accessed the Net from their mobiles, a percentage that continues to grow as compared to previous market studies, 61 % in 2010 and 57 % in 2009.
The phone browser continues to be the favorite mode of access - 83 % (three points higher than in the previous year), but access to the Net to use applications is on the rise. 44 % of users, ten points above last year’s mark, have confirmed that they navigate on their mobiles using installed applications.
Another conclusion to be extracted from the study does not seem to fit in with the direction mobility is taking, as an increase in access to mobile Internet from traditional computer places has also been registered. 60 % of those polled have indicated that they access the Net from their mobile in their homes. The rapidity of connection times and the usability in the odd enquiry are some of the reasons mentioned for this type of use.
User types
The managers of this study have differentiated between three user profiles in Internet mobility. First, at 26 %, are the so-called 'Early Adopters'. These are consumers for which mobile service has been thoroughly internalized. Their terminal has become a point of access to the Internet available at anytime and to use all types of services. These types of users are those who most use their devices on the Net.
The second type has been designated the name of 'Connected', and represents 46 % of the users. For them, the mobile is a relatively new service. The managers of the study consider that this type of consumer participates in the logical developments in the evolution of the mobile phone industry and wants to enjoy it, but it is not such a feature of their everyday life.
The third and last group goes by the name of 'Functional', 28 % of users. The Functional profile uses Internet on their mobile as an occasional secondary service but not a central function.
Although there are users of all ages, the young predominate, and social networks are one of their most-used activities. 91 % of those who access social networks on their mobiles do it in Facebook, compared to 43 % that uses Twitter and the 34 % Tuenti.
Mobile Marketing
IAB Spain also has highlighted the answers of those polled on their attitudes to Mobile Marketing. The company has highlighted the "essentially active role that the user adopts" in the face of this type of marketing.
90 % of those polled have affirmed they know what the Internet navigation advertising display is and have indicated that the possibility of finding useful information is low in this environment.
Given this fact, seven out of ten users would be willing to receive more advertising on their mobile terminals in return for benefits, a percentage which rises to eight out of ten for Early Adopters.
In relation to email marketing, this model seems to be living a new golden era in mobility. The efficiency of this type of emails is reflected in the fact that access frequency is high in all categories, especially in discount services, where 49 % of users access them daily, followed by promotions and newsletters, with a daily access of 46 % of all cases.
IAB Spain consider that the study makes it evident that the first steps are being taken towards what will eventually be a Digital market, where the difference between on-line and mobile will blur. In the meantime, however, there are still many bridges to cross before reaching this point of knowledge and specialization.
Source: Lider Digital, Monday 7th November
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