Research sponsored by MMA Members in Brazil and done by Nielsen about the universe of smartphones, users behavior, type of contents accessed and much more.

1. Mobile Report
December/2013

2. Sponsors

3. MOBILE REPORT
Knowing the mobile landscape became
essential to have a complete picture of the
consumption in different platforms and
screens
INTRO
Nielsen Mobile Report (set/13)

4. This study allows us to analize the behavior of the different channels, the
most important portals of the country (Brasil), and at the same time the
patterns in the usage of internet of the users of these mobile platforms, all
these through analizing:
• Ranking of the most visited portals in the country, analyzed in 11 categories
• Shopping through smartphones information
• Impact of mobile advertising and pereception of the internet user
• Usage of gadgets, brands, OS and other information
MOBILE REPORT
Nielsen Mobile Report (set/13)

5. The methodology is based in a structured questionary,
administered monthly to a sample panel. The respondents
are recruted considering statistics heights (sex, gender,
religion and social class), allowing the generation of data to
respresent the upper band of the country.
MOBILE REPORT
Nielsen Mobile Report (set/13)

6. WHO ARE THE
SMARTPHONE USERS?
MOBILE REPORT

7. CLASS C now represents 35%
More than one third of
smartphone users
belong to Class C in
Brazil
MOBILE REPORT / SMARTPHONE USERS
Nielsen Mobile Report (set/13)

8. MOST OF THE USERS
ARE YOUNG
More than a half
of smartphone
owners are
between 18 and
34 years old.
Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
55%
MOBILE REPORT / SMARTPHONE USERS

9. MOST OF USERS
WORK FULL TIME
What do they do for a living?
Nielsen Mobile Report (set/13)
MOBILE REPORT / SMARTPHONE USERS

10. SAMSUNG IS THE MOST CITED
BRAND
What is the brand of your device? The five that were mentioned the
most.
Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
MOBILE REPORT / SMARTPHONE USERS

11. ANDROID IS THE MOST
POPULAR OS
What is your OS? The five more cited
Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
MOBILE REPORT / SMARTPHONE USERS

12. HOW DO THEY USE
THEIR DEVICES?
MOBILE REPORT

13. SMARTPHONES PREVAIL
In the last 30 days, smartphones were
the primary way of accessing the
internet for a 25%
This is, one of four owners of smartphones uses
the device as the primary way of accessing
internet.
MOBILE REPORT / HOW THEY USE SMARTPHONES
Nielsen Mobile Report (set/13)

14. PRIMARY WAY OF ACCESS
FOR YOUNG PEOPLE
Was smartphone your primary way of access internet in the last 30
days? Yes
Nielsen Mobile Report (set/13)
38% of the smartphone owners between 12 and 17
years olf used it as the primary way of accessing
interent.
MOBILE REPORT / HOW THEY USE SMARTPHONES

15. PRIMARY WAY OF ACCESS FOR YOUNG
PEOPLE
Age Group
Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
MOBILE REPORT / HOW THEY USE SMARPTHONES

16. Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
YOUNG PEOPLE FOR WHOM SMARTPHONES
ARE THE PRIMARY WAY OF ENTERING
Gender
MOBILE REPORT / HOW THEY USE SMARTPHONES

17. Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
PRIMARY WAY OF ACCESS FORYOUNG PEOPLE
Social Class
MOBILE REPORT / HOW THEY USE SMARTPHONES

18. Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
PRIMARY WAY OF ACCESS FORYOUNG PEOPLE
Region
MOBILE REPORT / HOW THEY USE SMARTPHONES

19. EMAIL AND SOCIAL MEDIA
ARE THE MOST USED
Five most cited
Nielsen Mobile Report (set/13)
Vídeos
Músicas
Notícias
Emails
Redes Sociais
Comunicadores
MOBILE REPORT / HOW THEY USE SMARTPHONES

20. MOST POPULAR SOCIAL MEDIA
Primary tools of communication and relation with
others
Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
MOBILE REPORT / HOW THEY USE SMARTPHONES

21. Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
MOST POPULAR TOPICS
SEARCHED WITH
MOBILE DEVICES
More than a half search for news
MOBILE REPORT / HOW THEY USE SMARTPHONES

22. BROWSER OR APP?
Smartphone Users
Nielsen Mobile Report (set/13)
MOBILE REPORT / HOW THEY USE SMARTPHONES

23. THE THREE MOMENTS IN WHICH
THEY USE THE DEVICE THE MOST
Primary situations in which the device is used
Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
MOBILE REPORT / HOW THEY USE SMARTPHONES

24. CONSUMPTION VIA
SMARTPHONE
MOBILE REPORT

25. SHOPPING WITH
SMARTPHONES
It became an everyday thing
MOBILE REPORT / CONSUMPTION VIA SMARTPHONE
Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)

26. Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
SHOPPING WITH
SMARTPHONES
It became an everyday thing
MOBILE REPORT / CONSUMPTION VIA SMARTPHONE

27. CLASS A IS THE ONE THAT BUYS THE
MOST WITH MOBILE DEVICES
Have you bought something in the last 30 days with your
smartphone? Yes
Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
MOBILE REPORT / CONSUMPTION VIA SMARTPHONE

28. Nielsen Mobile Report (set/13)
CLASS C PREFFERS GAMES AND APPS
What do you buy with your smartphone?
MOBILE REPORT / CONSUMPTION VIA SMARTPHONE

29. MOST POPULAR PRICE
COMPARISON SITES
Five more used
Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
MOBILE REPORT / CONSUMPTION VIA SMARTPHONE

30. THE MOST VISITED
THROUGH
SMARTPHONES
MOBILE REPORT

31. MOST VISITED PORTALS
Five leading
MOBILE REPORT / MOST VISITED THROUGH SMARTPHONE
Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)

32. Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
MOST PLAYED GAMES THROUGH
SMARTPHONES
Five leading
MOBILE REPORT / MOST VISITED THROUGH SMARTPHONES

33. Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
MOST VISITED NEWS CHANNELS
Five leading
MOBILE REPORT / MOST VISITED THROUGH SMARTPHONES

34. Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
MOST VISITED VIDEO CHANNELS
Five leading
MOBILE REPORT / MOST VISITED THROUGH SMARTPHONES

35. Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
MOST UTILIZED EMAIL PLATFORMS
Five leading
MOBILE REPORT / MOST VISITED THROUGH SMARTPHONE

36. Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
MOST VISITED ECONOMY CHANNELS
Five leading
MOBILE REPORT / MOST VISITED THROUGH SMARTPHONE

37. Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
MOST VISITED SPORT CHANNELS
Five leading
MOBILE REPORT / MOST VISITED THROUGH SMARTPHONE

38. Nielsen
Mobile
Report
(set/13)
Nielsen Mobile Report (set/13)
MOST VISITED MUSIC CHANNELS
Five leading
MOBILE REPORT / MOST VISITED THROUGH SMARTPHONE

39. Patrocinadores
mBlox is a global leader in mobile engagement solutions that help brands, agencies and
enterprises create meaningful connections with their customers on mobile devices
through SMS and push messaging. Our network reaches more than 800 mobile
operators around the world, enabling businesses to reach six billion devices. We make it
easy to use interactive text message campaigns, push notifications and geolocation in
order to drive revenue, lifetime customer value and ROI.

40. Patrocinadores
Combinando planejamento, criatividade e tecnologia, a Ginga consolidou sua posição
como uma premiada e reconhecida agência de publicidade genuinamente digital,
redesenhando e repensando os padrões de comunicação e integração entre campanhas
on e off line. Fundada em 2007, hoje conta com equipe de 50 colaboradores trabalhando
nas áreas de planejamento, criação, tecnologia, mobile, redes sociais, conteúdo, mídia e
mídia de performance. Iniciou o ano de 2013 tendo em sua carteira de clientes, na
condição de agência digital, como Embraer, Global Village Telecom (GVT), Brookfield
Incorporações, Volvo Caminhões, Voxy, CNA e ESPN.

41. Patrocinadores
HANZO aprimora o relacionamento entre marcas e consumidores desenvolvendo
produtos mobile para promoções, fidelidade, relacionamento ecommerce, todas baseadas
em uma plataforma segura, flexível e amplamente escalável. Em seus quase 10 anos de
experiência e dedicação ao mercado mobile brasileiro, a HANZO atende os segmentos de
bens de consumo, varejo, media, educação e entretenimento.

42. Patrocinadores
A MOBINT é uma agencia de soluções e inteligência mobile, fundada em 2007 em São
Paulo. A MOBINT atua no planejamento, desenvolvimento, ativação e sustentação de
soluções, e agrega inteligência e ferramentas mobile a campanhas de comunicação,
promoção e relacionamento. Atua também no ambiente corporativo, agregando
inteligência e melhores praticas mobile a soluções de equipes de campo, gestão de
processo e dashboards. A MOBINT se destaca pela sua atuação na construção do
mercado mobile, participando de forma engajada em diversas associações,
patrocinando eventos e estudos de mercado.

43. Patrocinadores
Fundada em 08/2006, a Fidelity Mobile é uma empresa que acumula know-how na gestão
do conhecimento. Com base nesta experiência de sucesso, a empresa desenvolveu uma
plataforma tecnológica mobile inovadora, social e sustentável.
O marco histórico que caracteriza o caráter inovador da Fidelity ocorreu no período de
2013/2010, com a conquista do Prêmio FINEP de Inovação em duas categorias: 1º
Pequena Empresa em 2013/2010 e 2º lugar na categoria Gestão da Inovação (região
centro oeste).

44. Patrocinadores
Neste mesmo ano, a empresa atingiu sua visão estratégica sendo eleita para o World
Summit Award (WSA MOBILE CONTENTE 2010) o maior Prêmio de Mobilidade do
Mundo, realizada em parceria com as Nações Unidas (ONU), como sendo o melhor case
brasileiro na categoria “M-Government & Participation” com o projeto Fidelity Consulting
LA 49116, destinado a consultas dos usuários do DETRAN.
Nossa metodologia baseada na “bússola da inovação” é reconhecida por permitir a
construção de inovações de softwares de mobilidade customizadas, aderentes às
necessidades da sociedade moderna, por meio dela é possível desenhar o funil das
atividades permitindo que as inovações de fato aconteçam.

45. Thank you ;)
Fabiano Destri Lobo
Managing Director, Latam
+55 11 9 9313-1362
fabiano@mmaglobal.com
Skype.fdlobo