State of the Mobile Web, October 2010

Part 4: Internet and mobile lifestyles of Generation Y

Mobile/Internet Lifestyle Report, with a focus on Generation Y users of Opera Mini

Background and methodology

This summer, we conducted a survey of Opera Mini users around the world. Users of Opera Mini were shown a notification asking them to take the survey, and, if they agreed to do so, they could answer the questions directly on their mobile phones.

In addition to collecting demographic data and information regarding their use and opinions of Opera Mini, the survey focused on questions regarding users’ mobile/Internet lifestyle. The survey was deployed in 9 different languages and was made accessible to users all acround the world.

All told, between July and August 2010, over 300,000 responses were collected and analyzed. Some of the demographic data was shared in the State of the Mobile Web Report published in July 2010. A quick preview of the mobile/Internet lifestyle data was shared in that report, as well.

In addition to the online survey, a handful of Opera Mini users were assembled in an online focus group to discuss the questions and to provide deeper context regarding the answers they provided. Portions of those focus group discussions are quoted below.

Summary

This report highlights the previously unpublished data surrounding mobile/Internet lifestyle choices and attitudes among Opera Mini users in various countries around the world. Specifically, we focused on results from users in the United States, China, India, Indonesia, Nigeria, Russia, South Africa, Ukraine, the United Kingdom, Vietnam, Brazil, Germany and Poland. These countries represent major and/or emerging markets in terms of Opera Mini usage.

We were particularly fascinated by the mobile/Internet lifestyle choices and attitudes shared by users between the ages of 18-27, which happens to be the largest group of Opera Mini users (sorted by age). That group also falls within the age range of what is commonly known as Generation Y, also known as the Millenial Generation. Much has been written about the general and specific characteristics of Generation Y. With this report, we hope to contribute data to inform such discussions and to highlight 2 major points:

• Members of Generation Y are not all the same, and they cannot be described by easy generalizations.
• The diversity within Generation Y is especially evident when we look at members of that generation across multiple countries. There is significant variation even when we are looking specifically at members of Generation Y who are all active users of the mobile Web.

Furthermore, there were no obvious indicators to explain why certain actions/attitudes were common in some countries, but uncommon in others. We make no claim to understanding why online shopping is so unpopular in South Africa (relative to the popularity in other countries), or why German users are so likely to use SMS to ask people on dates (compared to users in other countries). At best, we can simply acknowledge that each country has its own social, economic, political and cultural context that differentially influences the members of its own Generation Y. Some may even argue that “Generation Y” is overly U.S.-specific. Indeed, the results of our survey might indicate that cultural specifics make “Generation Y” an overly broad categorization. Hopefully, academics studying this topic will eventually resolve this issue.

In the meantime, we hope the results below will stimulate your thinking and curiosity regarding the differences and similarities between mobile web users — of the same age group — in various countries, why those differences and similarities exist, and how understanding them may lead to better business decisions and policy-making in our profoundly multicultural world.

Thank you for reading,

Lawrence Eng, PhD
Research Consultant, Marketing — Opera Software

Some responses have been edited for grammar, spelling and clarity.

1. Have you ever heard a busy-signal on your phone?

Users in the United States, aged 18-27, were the least likely to have heard a busy-signal on their phone.

Users in Poland, on the other hand, were the most likely to have heard a busy signal on their phone.

In decreasing order, countries with the most “yes” responses:

1. Poland
2. Vietnam
3. Indonesia
4. Ukraine
5. Russia
6. Nigeria
7. Germany
8. India
9. Brazil
10. United Kingdom
11. South Africa
12. United States
13. China

“Yes, but not often... My cell phone is used 50% for browsing via Opera Mini and 45% for SMS, so I do not often call other people ... if they need something, they will call me.”

Maria (female, 24, Indonesia)

2. How old were you when you first browsed the Web?

In this age group, “11-20” was by far the most common age users first browed the Web. Compared to users in other countries, proportionally more users in the US started browsing between ages 0 and 10. Browsing at a young age was also not uncommon in the United Kingdom, Brazil, and Poland. Indonesia had the smallest percentage of users browsing at a very young age.

“0-10: My parents bought an IBM PS/2 to be a family computer back in the late 80s / early 90s. With that came a subscription to Prodigy Service, an ISP at the time. However, access to http protocol items at the time required an extra per-minute fee, so my use was fairly limited until the rise of unlimited-usage ISPs in the 90s.”

Christopher (male, 26, United States)

3. How old were you when you got your first mobile phone?

Similar to the previous question, “11-20” was the most common age that users in the various countries acquired their first mobile phone. Compared to users in other countries, proportionally more users in the United Kingdom, Poland, Brazil, and Germany got their phones when they were younger (“0-10”). Early usage of mobile phones was least common in Vietnam and China.

“11 - 20. I was 19 when I bought my first phone a Nokia 3210. I bought my daughter her first phone this year when she was eight. It’s for her safety and helps me a lot. My youngest will get hers in two months when she turns eight. By the way, the phones are not fancy. They do not even have a camera, browser or bluetooth. It is purely for their safety and for me to know where they are when I pick them up from school.”

Marike (female, 30, South Africa)

“I was 18, and it was because I was going off to college. My parents wanted a way to reliably contact me, so a cell phone it was.”

Russell (male, 22, United States)

4. Have you ever browsed on public transit (bus, train, etc.)?

Browsing on public transit was most common among users in Russia, Ukraine, China, and the United Kingdom. Browsing on public transit was least common among users in Brazil, Indonesia, and Vietnam.

“All the time. Usually on my phone, but now have a netbook tethered to my mobile which comes out on longer journeys.”

Joe (male, 25, United Kingdom)

5. Have you ever tried mobile blogging?

Mobile blogging was most popular among users in China, Ukraine, and Russia. Mobile blogging was least popular among users in Poland, Vietnam, Germany, and the United States.

“No, I do not blog often enough to warrant doing so via a phone, unless you count Facebook or Twitter, which I do use frequently from my phone.”

Christopher (male, 26, United States)

6. Have you ever used your mobile phone to share photos?

Photo-sharing via mobile was most common among users in the United States, South Africa, Germany, and Indonesia. Photo-sharing via mobile was least common among users in Vietnam, Russia, Brazil, and China.

“I tried once but it failed, so the answer is ‘no’.”

Lena (female, 22, Vietnam)

7. Have you ever asked someone on a date using SMS?

China, Germany, and Vietnam were the three countries where users were most likely to have asked someone on a date using SMS. Users in the United States were the least likely to have asked someone on a date via SMS.

“Dear God, no. If you want to ask someone out, you do it in person. It takes courage to do that... says the guy who has only asked out one girl and did so over email. I’m such a coward. :/ ”

Russell (male, 22, United States)

8. How often do you read newspapers (not online)?

Physical newspapers are still read quite frequently by users in Vietnam and India. They are read least frequently by users in China and the United States.

“Frankly speaking, I am not a newspaper fan. But due to the course I study in the university being English and Literary Studies, I read those papers once in a while.”

Belynda (female, 20, Nigeria)

9. Have you ever looked for a book in a library?

Looking for books in a library is still a common activity, especially for users in the United States and Russia. Looking for books in a library is least popular in countries like India, China, Indonesia, and Vietnam.

“Yes, I have. But it was a long time ago. I haven’t been to the library in about two years.”

Vu (male, 22, Vietnam)

10. Have you ever read a non-fiction book from cover-to-cover (not for school or work)?

Reading whole non-fiction books was quite common among users in the various countries, with users in Vietnam, Poland, and the United States leading the pack. India and Indonesia had the most users, proportionally, who said they had not read a non-fiction book cover-to-cover (outside of school or work).

“I have never read a non-fiction book from cover to cover. Non-fiction books just don’t interest me. Give me a Tom Clancy novel, however, and I am lost to the world.”

Russell (male, 22, United States)

11. Have you ever sent a handwritten letter in the mail?

In this age of electronic communication, many users still send handwritten letters, especially in countries like Germany, the United States, and Poland. Handwritten letters are least commonly written by users in Indonesia, India, Nigeria, and South Africa.

“No. I’ve never found the need to send a message through the mail...”

Danny (male, 18, Indonesia)

12. Have you ever used a phone booth or other public phone?

Public phone usage was most common among users in Brazil, Germany, the United Kingdom, and the United States. Public phone usage was least common among users in Vietnam, Russia, and Indonesia.

“Yes. But it was long ago: thoose days they were pricey, now they are demounted and do not exist.”

Anton (male, 26, Russian Federation)

13. Have you ever uploaded content to a video-sharing site?

Users in Brazil, the United States, Poland, and Germany were most likely to contribute content to a video-sharing site. Users in Russia and South Africa were least likely to contribute content to a video-sharing site.

“No, I have not. I don’t own a digital camcorder, and cell phone video recordings are never of a quality that I would deem worth sharing with others.”

Christopher (male, 26, United States)

14. How comfortable are you with purchasing goods online?

Users in Germany, the United States, and the United Kingdom are the most comfortable with online shopping. Users in Russia, Ukraine, and South Africa are the least comfortable with online shopping.

“I have never bought anything over the Internet because this type of purchasing is not popular in my country. But if I had a chance to do this, I would feel somewhat comfortable.”

Vu (male, 22, Vietnam)

15. Do you have online friends you’ve never met in real life?

Nigeria, Indonesia, Ukraine, and Vietnam had the most users, proportionally, who had online friends they’d never met in real life. By far, German users were the least likely to have online friends they’d never met in real life, followed by users in the United States and the United Kingdom.

“Yes. I’ve made some friends from around the world when I was a part of a web forum sharing similar interests. I rarely go to that forum these days though, because most of my time online is spent reading RSS feeds.”

Danny (male, 18, Indonesia)

16. Would you consider it acceptable for your friends to browse or send text messages on their phones during a restaurant meal?

Users in India and Nigeria are the most tolerant when it comes to text messaging during restaurant meals. Users in Poland, Ukraine, and Germany are least tolerant when it comes to text messaging during restaurant meals.

“Yes, it is always okay, because that is what I do myself.”

Sunday (male, 21, Nigeria)

“Between I don’t care either way and generally impolite, depending on situation. It’s rude to sit and text at dinner but I’ll often look up on t’internet odd things that come up in conversation.”

Joe (male, 25, United Kingdom)

17. How do you feel about the issue of anonymity on the Internet?

Compared to users in other countries, users in Ukraine and India are more likely to support anonymity on the Internet. Users in Germany and Vietnam are the ones most likely to have mixed feelings about the subject. Users in Indonesia and Brazil are the ones most likely to be opposed to the idea. Indonesia also has many users who do not know (or do not care either way) about the issue.

“I think it’s generally a positive thing. Freedom of speech, anonymity, and net neutrality are the core strengths of the Internet.”

Christopher (male, 26, United States)

“I have mixed feelings about it. I have a (very) unique surname which means that any website that makes my full name (or just surname) searchable or public is 100% identifiable to me. Total anonymity often leads to very poor content though!”

Joe (male, 25, United Kingdom)

18. How comfortable are you with sharing personal information online?

Compared to users in other countries, users in Nigeria, Ukraine, and Russia were quite comfortable with sharing personal information online. South Africa and the United States has the most users, proportionally, who were uncomfortable with sharing personal information online.

“Somewhat uncomfortable. I’m careful with sharing personal information over the net but not that paranoid to to hide it all away. Sharing some basic information like interest, occupation, relationship, education, age ... is totally okay but never to phone number, address, email, something like that.”

Lena (female, 22, Vietnam)

19. Have you ever edited Wikipedia?

Not surprisingly, the majority of users had not edited Wikipedia. However, users in Poland, India, the United Kingdom, and Germany were the ones most likely to have done so.

“Yes I have. Countless times. My course study is very wide and I need the opinion of other linguists to analyse a particular topic.”

Belynda (female, 20, Nigeria)

“No, I have not. Editing Wikipedia is not worthwhile unless you have large amounts of free time to engage in online power struggles with other maintainers who will never admit they are wrong and must be bested with sheer time and will.”

Christopher (male, 26, United States)

20. Have you ever subscribed to a print magazine?

The United States, Germany, and China are the three countries where the majority of users said they had subscribed to a print magazine.

Users in South Africa, Vietnam, and Nigeria were the ones least likely to have subscribed to a print magazine.

“No I have not, I don’t even read magazine.”

Sunday (male, 21, Nigeria)

“No. I don’t read print magazines anymore and I’ve never subscribed to one. The information on the Internet is already plentiful and much more specialized, not like those printed ones which often are too general and only have very little articles relevant to my interest.”

Danny (male, 18, Indonesia)

“Yes. I would gladly pay for a subscription to Discover magazine and have done so in the past.”

Russell (male, 22, United States)

21. Which do you use more to access the internet?

Since all respondents of this survey are Opera Mini users, it is not surprising that many of them use Opera Mini as the most common way they access the Internet.

The majority of Gen Y users in all of the listed countries, except for Germany and Poland, said that they use Opera Mini (on a phone) more often than a desktop or laptop computer to access the Internet.

Interestingly, the countries (namely, Poland, Germany, United States, and Brazil) with the highest percentage of respondents using desktop or laptop computers as the primary means of Internet access were countries where smartphones are among the top handsets used.

In Nigeria, South Africa, and Indonesia, however, more than 9 out of 10 respondents said they browse the Web on their handsets more than they browse on a laptop or desktop computer. Looking at the top handsets used by Opera Mini users in those countries, we notice fewer smartphones (compared to Poland, Germany, United States, and Brazil).

This result presents a challenge to the long-standing belief that smartphone uptake will be the major driver of mobile web usage globally.