Research: US Lags Behind Emerging Markets in Mobile
Messaging and Social Usage While Brazil Outpaces the
World in Mobile Growth
The July 2013 YouGov survey, sponsored by tyntec, surveyed more than 4,000
participants aged 18 55+ in the US, UK, Brazil and Russia
Table of Contents
Introduction p. 3
Global Messaging Findings p. 4
Global Social Usage p. 8
Mobile Etiquette Comparison p. 13
Key Takeaways p. 16
About tyntec p. 18
Infographic p. 18
Introduction
In its second annual “Mobile Messaging and Social Networking Survey,” new international research by tyntec and YouGov reveals variations in mobile and social usage.
tyntec and YouGov surveyed 4,000 participants aged 18�55+ in established mobile phone markets: the US and UK, and nations of imminent mobile market growth: Brazil and Russia.
The varying cultural and economic background undoubtedly plays a role in defining how users communicate via their mobile device and who is the undisputed most socially connected nation.
tyntec finds that Brazil is outpacing the world in its social and messaging usage – proving to be the new frontier for mobile.
Apps, SMS and mobile email are the most used features for today’s average mobile consumer.
28% of Russians claim to not use Facebook at all. Skype and other local messaging services (Mail.ru & VK) dominate usage in Russia.
3
Global Messaging
Findings
Global Messaging Findings
Compared to other countries, Brazil has the highest daily usage of SMS, with 12%
sending at least 30 texts per day.
In addition to showing the highest mobile social connectedness, Brazil displays the
greatest interest, with 71% towards the adoption of free or low cost calling and
messaging apps like WhatsApp and Viber. Russia follows with 52%, while the UK
responds with 33% and the US, with the lowest number of respondents showing
interest, at 14%.
5
0%
10%
20%
30%
40%
50%
60%
70%
80%
Brazil Russia UK USA
Interesting
Not interesting
Not aware of option for having free
or low cost-calling and messaging
apps
Interest in messaging apps such as WhatsApp, Viber and Nimbuzz
Global Messaging Findings
Facebook Messenger is the most used smartphone messaging service in Brazil,
with 75% usage rate. Whereas in the US, messaging services are split between
Facebook Messenger with 32%, followed by Skype (20%) and iMessage (20%).
6
0%
20%
40%
60%
80%Facebook Messenger
Skype
Yahoo Messenger
Brazil
0%
20%
40%
60%WhatsApp
Facebook Messenger
iMessage
Skype
UK
0%
10%
20%
30%
40%Facebook Messenger
iMessage
Skype
Yahoo Messenger
None
USA
0%
20%
40%
60%Skype
Mail.ru
VK
Odnoklassniki.ru
ICQ
Russia
Global Messaging Findings
Poor internet coverage is the primary reason why Brazilians don’t use instant
messaging services, with 37%. Conversely, Russia (51%), UK (59%) and the US
(53%) are in agreement that the major reason they don’t use instant messaging
services is because none or very few of their peers use such services.
7
0%
10%
20%
30%
40%
50%
60%
Brazil Russia UK USA
Internet coverage is very poor, instant
messaging services don’t work properly
None or very few of my peers use
instant messaging services
Mobile internet access too expensive
Afraid of losing data privacy
Smart phones too expensive
Mobile internet access not available
Not available in country
Other
Reasons for not using instant messaging services
Global
Social Usage
Global Social Usage
The majority of respondents from the survey possess a mobile phone with internet
access – Brazil (57%), Russia (63%), UK (67%) and the US (49%). Surprisingly,
the US had the highest percentage for mobile phones without internet access, with
37%.
9
Global Social Usage
Brazil is more socially connected, with 77% using social networks via their mobile
device; more than any other country. Russia closely follows with 69%, then UK
(65%) and lastly the US, with 53% claiming to use social networks via their mobile
device.
10
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Brazil Russia UK USA
Never
Once a month
Once a week
Once a day
Between 2 and 5 times a day
More than 5 times a day
Use of social networks via mobile phone
Global Social Usage
Compared to one year ago, the majority of consumers claim to check Facebook more often via their
mobile phone. Brazil (69%), Russia (47%), UK (42%) and US (39%). The UK and the US had the
highest percentage of respondents claim that they check Facebook via their mobile phone just as often
as they did one year ago, both at 38%.
23% of Brazilians check their Facebook via a mobile phone more than five times per day – more than
any other country, including the US (17%), UK (16%) and Russia (2%).
Interestingly, 28% of Russians claim to not use Facebook at all.
110%
5%
10%
15%
20%
25%
30%
Brazil Russia UK USA
More than 5 times a
day
Between 2 and 5
times a day
Once a day
Once a week
Once a month
Never
I don’t use Facebook
Use of Facebook via mobile phone
0%
10%
20%
30%
40%
50%
60%
70%
Brazil Russia UK USA
More often
Less often
As often as 1 year ago
Not at all
Use of Facebook via mobile phone compared to 1 year ago
Global Social Usage
Unlike Russia and UK where SMS remains the most used smartphone feature,
besides voice calls, Brazil favors apps with a 36% response rate. For the US,
mobile email is the most used feature, with 31%, closely followed by apps (28%)
and SMS (24%).
12
0%
5%
10%
15%
20%
25%
30%
35%
40%
Brazil Russia UK USA
Apps
SMS
Mobile email
Other
Most used smartphone features besides voice calls
Mobile Etiquette
Comparison
Mobile Etiquette Comparison
Brazilians and Russians say the mobile phone ‘bad habit’ they’re most guilty of is
sleeping next to their phone, with a 42% response rate in both countries.
Conversely, only 15% of US respondents and 21% of UK respondents claim to go
to bed with their mobile phone.
14
0%
10%
20%
30%
40%
50%
60%
70%
Brazil Russia UK USA
Sleeping next to phone
Checking phone while at dinner table
Checking email or texting while driving
Texting friends while on a date
Checking phone while at the movies
None of the above
"Bad mobile phone" habit people are most guilty of
Mobile Etiquette Comparison
19% of Brazilians consider texting while in a work meeting to be the most rude
scenario, whereas the US (8%) and UK (9%) agree that texting while on a date
is the worst. Russians (11%) believe sending an SMS while in a conversation
with a friend is considered most impolite.
18 24 year olds were asked if they’d be willing to give up alcohol, chocolate,
caffeine, exercise or a toothbrush for one week rather than lose the ability to text
for year, 44% of US Millennials said they would be willing to make the sacrifice.
This pales in comparison to the 71% who were willing to do so in 2012.
In response to the same question, across all age groups, Brazilians were least
willing to give up the ability to text for an entire year. According to the findings,
only 24% of Brazilians would be okay with not being able to send SMS for an
entire year, compared to Russia (36%), UK (42%), and 55% of the US
respondents (55%).
15
Key Takeaways
Key Takeaways
Brazilian & Russian telcom markets are the new frontiers for mobile.
With poor internet coverage in some regions, there is a growing need for OTT�players to offer mobile�based services.
Facebook needs to grow and offer mobile based service in emerging countries.
For networking, it's not just about Facebook – local heroes, especially in Russia, dominate messaging services.
US mobile/social usage is stabilizing, indicating a maturing market. Differences in mobile/social usage among age groups.
17
About tyntec
tyntec is a mobile interaction specialist, enabling mobile service providers,
enterprises and Internet companies to integrate mobile telecom services – voice,
SMS and phone numbers in a reliable, global and easy to integrate manner.
tyntec is an 11 year established, experienced player – operating since 2002.
500+ corporate customers specializing in Web 2.0, OTT (Over The Top) and mobile
operators
More than 150 employees; offices in UK, Germany, Singapore, and the US
For the accompanying infographic visit:
http://www.tyntec.com/fileadmin/tyntec.com/images/market_insights/Infogr
aphic_MessagingandSocial_2013.pdf
19
For more information: www.tyntec.com
www.ttone solution.com
PR contacts: [email protected] (USA)
[email protected] (UK)[email protected] (general)
@tyntec