Livre blanc publié par IDG Global Solutions

1. GLOBAL MOBILITY 2013:
THE GREAT INTERACTION EXPLOSION
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2. Global Mobility 2013:
The Great Interaction Explosion
2
2013 IDG Global Solutions (IGS) research based on 25,601 worldwide technology
professionals and consumers shows that across every corner of the globe the
volume of people interacting with mobile is escalating. Whether on tablets or
smartphones, at work or outside of it, survey participants consume all forms
of content from entertainment videos, to product research, to full commercial
engagement with advertising.
Today there is no disputing that smartphones and tablets are truly taking off all
over the world. The research shows that 54% of respondents now own a tablet.
But this is only the tip of the iceberg, because whilst the North American market is
nearly saturated (72% own a tablet), in emerging regions where there is less legacy
infrastructure, purchase and more crucially, usage of these devices has been meteoric
over the last 12 months.
In the Middle East and Africa, an incredible 43% use their tablet device ‘more frequently
than a laptop or desktop’. Similar trends are evident across other emerging regions
with 31% from Latin America and 30% from Asia Pacific using their tablet device
‘more frequently than a laptop or desktop’. Global adoption rates for smartphones are
also substantial with 83% of survey respondents owning or using a device.
The critical thing about these findings though is that not only do they provide further
evidence of a 24/7 ‘always on’ mobility culture’, they also highlight the blurred lines
between work and leisure activities. Today, 41% of those we interviewed have their
personal smartphone fully supported by IT pros at work, highlighting the (BYOD) Bring
Your Own Device to work trend. BYOD use rises steeply in emerging markets, most
notably Latin America and Asia Pacific, where even higher percentages utilise their own
devices on a business network.
In 2013, the real transformation is that mobility has reached a second phase where
the tech savvy expect to use mobile devices anywhere. Today, people all over the world
surf the web, do their work, respond to relevant adverts, and pay for products all via
whichever touchscreen device is most convenient.

3. Global Mobility 2013:
The Great Interaction Explosion
3
The Appetite for Work Content is Increasing
The beauty of simple touch screen devices, whether in tablet or smartphone form, is to
consume content. And, today global tech professionals are doing this in droves.
This year, 90% of respondents watch videos on their tablets (up from 66% in 2012),
whilst 67% watch them on their smartphones. Yet, what is really striking about these
findings is just how many people are using their devices to access work related content.
Nearly half watch ‘how-to or training’ videos on their tablet and 19% watch them on
their smartphone an impressive statistic when you consider the small screen.
50%
24%
19%
17%
SMARTPHONE
TABLET
MOBILE USERS LOVE VIDEO
WHAT TYPE OF VIDEOS DO YOU WATCH USING YOUR MOBILE DEVICE?
SOURCE: IDG GLOBAL SOLUTIONS 2013 MOBILE SURVEY
14%
13%
YOUTUBE
MOVIES /
TV SHOWS
HOW TO /
TRAINING VIDEOS
VIDEOS/WEBCASTS/
WEBINARS RELATING
TO YOUR JOB
PROMOTIONAL VIDEOS
INDEPENDENT
PRODUCT REVIEWS
91%
75%
33%
47%
40%
YOUTUBE
MOVIES /
TV SHOWS
HOW TO /
TRAINING VIDEOS
VIDEOS/WEBCASTS/
WEBINARS RELATING
TO YOUR JOB
PROMOTIONAL VIDEOS
INDEPENDENT
PRODUCT REVIEWS 34%
MOBILE USERS LOVE VIDEO

4. Global Mobility 2013:
The Great Interaction Explosion
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More critically, the tech savvy are using tablets and smartphones for a whole range
of work related activities. The vast majority, not surprisingly, use their tablet and
smartphone to check work email (93% and 94% respectively). However, a large
number increasingly research technology products and services, visit technology
vendor sites and use these devices to compare products and prices.
57%
47%
45%
40%
SMARTPHONE
TABLET
USERS EMBRACE MOBILE FOR WORK
WHEN USING YOUR MOBILE DEVICE FOR WORK PURPOSES, DO YOU USE IT FOR ANY OF THE FOLLOWING ACTIVITIES?
SOURCE: IDG GLOBAL SOLUTIONS 2013 MOBILE SURVEY
40%
READ INDUSTRY NEWS
RESEARCH TECH
PRODUCTS & SERVICES
READ TECH RELATED
NEWSLETTERS/ALERTS
VISIT TECH VENDOR
SITES FOR PRODUCT
INFORMATION
COMPARE PRODUCTS
AND PRICES
69%
66%
60%
60%
58%
READ INDUSTRY NEWS
RESEARCH TECH
PRODUCTS & SERVICES
READ TECH RELATED
NEWSLETTERS/ALERTS
VISIT TECH VENDOR
SITES FOR PRODUCT
INFORMATION
COMPARE PRODUCTS
AND PRICES
USERS EMBRACE MOBILE FOR WORK

5. Global Mobility 2013:
The Great Interaction Explosion
5
The Willingness to Engage with Advertising and Buy Work Products is Rising
Today’s tech audience is actively searching for products, interacting with vendors and
engaging with mobile advertising. This is true on both smartphones and tablets, but is
especially clear on smartphones where users have an extremely personal relationship with
their devices. Findings show that half of smartphone users surveyed have researched a
product and a third made a recommendation after seeing an ad on their smartphone.
MOBILE USERS ARE ENGAGED
WHICH OF THE FOLLOWING ACTIVITIES HAVE YOU EVER TAKEN AS A RESULT
OF SEEING ADVERTISING OR A PROMOTION ON A MOBILE DEVICE?
SOURCE: IDG GLOBAL SOLUTIONS 2013 MOBILE SURVEY
$
51%
33%
30%
25%
26%
21%
20%
12%
RESEARCHED
A PRODUCT /
SERVICE
(ONLINE)
PURCHASED A
PRODUCT /
SERVICE
(ONLINE)
RECOMMENDED
A PRODUCT /
SERVICE TO A
FRIEND
CLICKED /
INTERACTED
WITH THE
ADVERT
MOBILE USERS ARE ENGAGED

6. Global Mobility 2013:
The Great Interaction Explosion
6
MOBILE USERS ARE ENGAGED
WHICH OF THE FOLLOWING ADVERTISING/PROMOTIONS WOULD YOU BE LIKELY TO ENGAGE
WITH USING YOUR MOBILE DEVICE?
SOURCE: IDG GLOBAL SOLUTIONS 2013 MOBILE SURVEY
SMARTPHONE TABLET DEVICE
48%
Email
29%
Email
20%
Location Based Offers
20%
Coupons
9%
Infographics
7%
Mobile Banner Advertising
41%
Location Based Offers
37%
Coupons
30%
QR Codes (Print)
28%
SMS / Text Messages
MOBILE USERS ARE ENGAGED

7. Global Mobility 2013:
The Great Interaction Explosion
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What stands out about these findings is that people are not just recommending and clicking
on advertisements, they are also actively purchasing via mobile. More surprisingly, nearly a
quarter of professionals (22%) make business purchases via their smartphones, whilst
21% make business purchases via their tablets.
USERS BUY ON MOBILE
HAVE YOU EVER USED YOUR MOBILE DEVICE TO MAKE AN ONLINE PURCHASE?
HAVE YOU MADE BUSINESS AND/OR PRIVATE PURCHASES USING YOUR MOBILE DEVICE?
SOURCE: IDG GLOBAL SOLUTIONS 2013 MOBILE SURVEY
56% 73%
TABLETSMARTPHONE
BUSINESS
PURCHASE
PRIVATE
PURCHASE
22%
21%
96%
96%
USERS BUY VIA MOBILE

8. Global Mobility 2013:
The Great Interaction Explosion
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Conclusion
Over the past year the mobile market has solidified. Now the majority of professionals
and tech savvy own both a smartphone and a tablet, and those who do not currently
own a tablet are planning to buy soon. In emerging markets, this trend is especially
noticeable because many people are taking their personal devices into the workplace,
and bypassing traditional laptops and desktops entirely.
These trends are leading to a complete overhaul of the way people view mobile.
Not only are professionals using a range of different sized touch screens to communicate
in a 24/7 culture of global working. They are also becoming increasingly willing to do
work research, look at vendor sites, interact with advertisements and make purchases
for work. The desire to consume content is only increasing and this coupled with an
emerging consumer base outside of developed markets, suggests that by June 2014
global mobile use will be even more pervasive.
This is an exciting time for mobile advertising. New generations of users are looking
to interact in previously unimagined ways, providing unique creative opportunities for
marketers looking to push the frontiers of engagement. However, these findings should
also act as a stark warning to marketers who are unwilling to get involved. Those who
do not invest in the right mobile user experiences now, risk missing out on a movement
which is easily as pivotal as the initial move to online more than a decade ago.
For More Information
Contact Christina Carstensen
Director Mobile Strategy, IDG Global Solutions
christina_carstensen@idg.com