Mobile

1. THE MOBILE
INTERNET CONSUMER
FRANCE 2013
AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS

2. Preface
The Mobile Internet Consumer - France 2013 report produced by Vserv.mobi
addresses the audience insights of the growing mobile internet user base in
France. This report focuses on profiling the mobile web & app users, their
purchasing power, lifestyle and consumption pattern. The findings and insights
are drawn from a survey conducted in 36 countries across regions.
The Mobile Internet Consumer report is designed for media planners & brand
advertisers. It is created with the objective to help brands plan their media
strategy for reaching the right target audience through Mobile Web & Apps. It
will also help app developers, content providers, OEMs & telecom service
providers in understanding the evolving mobile consumer. The Mobile Internet
Consumer report is available for India, China, Southeast Asia, Middle East,
Africa, Latin America, North America and Europe.
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 2

3. DEMOGRAPHICS
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 3

4. Age
43%
2/3rd of the mobile
internet users in France
belong to more than 25
years age group
22%
17%
18%
EUROPE
Less than 18 yrs
13%
18-24 yrs
21%
25-35 yrs
29%
more than 35 yrs
37%
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 4

5. Gender
43%
57%
France has highest
proportion of women
in the mobile internet
user base
Female
Male
61%
*EUROPE
39%
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 5

6. Education
Graduate / Post Graduate
29%
34%*
50%
Diploma / Undergraduate
Schooling upto 12 yrs
Uneducated
12%
10%
31%*
24%*
11%*
Less than 3rd of mobile internet users in France are
Graduates or Post-Graduates
*EUROPE
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 6

7. Occupation
22% Student
13%*
35%
Full-time job
33%*
12% Housewife
7%
60%
10% Business
6%
Earning class
8%*
13%*
Currently
not working
12%*
12%*
8%
Self Employed
Professional
Part-time job
3 out of 5 mobile
internet users in
France belong to
earning class
9%*
*EUROPE
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 7

8. CONSUMPTION PATTERN
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 8

9. Mobile content downloaded in the
last month
86%
25%
33%
31%
Game / App
Video
Music
Themes
78%*
35%*
38%*
6 out of 7 mobile
internet users have
downloaded a game
or app in the last
month
31%*
*EUROPE
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 9

10. Users love mobile ads that help them...
59%
Download mobile content
Find a good deal on something
Learn about a brand
Locate something nearby
29%
39%
56%*
38%*
37%*
45%
42%*
3 out of 5 mobile internet users find mobile ads very helpful in
downloading mobile content
*EUROPE
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 10

11. PURCHASING POWER
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 11

12. Product Ownership
High incidence of payment cards
amongst mobile internet users in
France
Computers
Tablets
80%
35%
87%
67%
64%
65%*
42%*
76%*
52%*
51%*
Consumer Durables
Automobiles
Payment Cards
Connected Devices
*EUROPE
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 12

13. Affluent Lifestyle
51%
Restaurant
Movie Theatre
Shopping Mall / Market
37%
47%*
41%*
78%
76%*
4 out of 5 mobile internet users in France have been to a
shopping mall/ market in the last month
*EUROPE
THE MOBILE INTERNET CONSUMER - FRANCE 2013 | 13

14. About the study
The Mobile Internet Consumer report produced by MMA & Vserv.mobi is
based on a primary survey of over 3000 mobile web & app users. The survey
was conducted using random sampling for natural representation of the
target group across 6 key countries in Europe – France, Germany, Italy,
Russia, Spain and UK. The overall Europe averages were weighted as per the
regional composition of mobile internet users in each focus country.
To know more about The Mobile Internet Consumer report, please write to us at
insights@vserv.mobi or visit vserv.mobi/insights

15. About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade
association established to lead the growth of mobile marketing and its associated
technologies. The MMA is an action-oriented organization designed to clear
obstacles to market development, establish mobile media guidelines and best
practices for sustainable growth, and evangelize the use of the mobile channel.
The more than 700 member companies, representing nearly fifty countries
around the globe, include all members of the mobile media ecosystem. The
Mobile Marketing Association’s global headquarters are located in the United
States and it has regional chapters including North America (NA), Europe (EUR),
Latin American (LATAM) and Asia Pacific (APAC) branches.
For more information, please visit www.mmaglobal.com. For information relating
to the MMA’s Mobile Marketing Forum series, please visit
www.mobilemarketingforum.com.

16. About Vserv.mobi
Vserv.mobi is an Award Winning Mobile Advertising Exchange focused on
Emerging Markets, that maximizes value of mobile media for advertisers,
developers, publishers and telecom operators.
Powered by award winning AudiencePro™ and AppWrapper™ platforms,
Vserv.mobi has delivered mobile advertising experiences for leading Fortune 500
brands & digital media companies, across 200 countries. AudiencePro’s audience
targeting capabilities and AppWrapper’s "One Click" SDK integration for App
Developers continue to empower the mobile ecosystem.
The company has a global presence, with offices across USA, UK, South Africa,
India, Singapore, Indonesia, Malaysia & Vietnam. Funded by IDG ventures,
Vserv.mobi was founded in January 2010.
Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi