1. Driving growth through
mobile
Mobile Life draws on the behaviours, motivations and attitudes of 38,000 people
in 43 countries, to develop recommendations on activating a business and
marketing strategy via mobile.
The ubiquity of mobile and the rapid growth of Smartphones
have had a huge impact on the way consumers behave. From
web browsing and mobile commerce, to social networking
and location-based services, people are engaging with an ever-
increasing range of services on their phone.
As the most multi-dimensional channel available to marketers,
mobile is enabling interaction with consumers on a personal
level, offering new forms of engagement and rewards, while
providing retailers and brands with valuable data and digital
advertising opportunities. With global mobile penetration at
92% across the markets studied and great swathes of the
world accessing the Internet for the first time via mobile,
every marketer needs to consider the role that mobile plays in
delivering their strategy.
A vital tool for businesses looking to understand how mobile
can help to fuel business growth, Mobile Life informs marketing
planning, guides partnership decisions and helps to prioritise
innovation projects.
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© TNS 2013

2. How to use Mobile Life
There are many different ways to access the full study, from
purchasing an in-depth report on a specific geography or
category, through to access to all reports and the raw data
itself, together with an online platform to further interrogate
it. The real benefit of Mobile Life comes from collaborating
with one of TNS’s mobile experts, operating in over 80 markets
globally to address a specific business challenge. TNS’s strong
local presence enables us to provide recommendations for
growth that are based on a close understanding of the
individual market.
Availability
The latest Mobile Life findings will be available from the end of
April 2013.
About TNS
TNS advises clients on specific growth strategies around new
market entry, innovation, brand switching and stakeholder
management, based on long-established expertise and market-
leading solutions. With a presence in over 80 countries, TNS
has more conversations with the world’s consumers than
anyone else and understands individual human behaviours and
attitudes across every cultural, economic and political region of
the world.
TNS is part of Kantar, one of the world’s largest insight,
information and consultancy groups.
To register your interest, please contact us
at connectedworld@tnsglobal.com or
via Twitter @tns_global
For more information please visit
www.tnsglobal.com
Mobile Life helps to address key questions:
■■ What impact is mobile having in the retail channel and how
can brands minimise the risks and realise the opportunities?
■■ What are the mobile platforms and services that are driving
consumer engagement today and which are most likely to
grow in the future?
■■ How are consumers behaving on mobile and what
opportunities do these behaviours present to brands?
■■ How will ‘mobile wallet’ change consumer behaviours?
And what actions should brands take to plan for this today?
■■ What other devices are people using and how will increased
uptake of tablets change the environment further?
Scale and coverage
Mobile Life is an annual investigation into the behaviours,
motivations and priorities of the world’s mobile phone users.
Now in its eighth year, Mobile Life is the most comprehensive
view of how the world’s consumers are using their phones
today and the opportunities this presents for brands.
© TNS 2013
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Mobile Life
Based on 38,000 conversations in 43 countries, Mobile Life is
designed to capture the entire population of mobile users in
each market and includes:
Argentina, Australia, Brazil, Cameroon, Canada, China,
Czech Republic, Egypt, Finland, France, Germany, Ghana,
Hong Kong, India, Indonesia, Italy, Japan, Kenya, Malaysia,
Mexico, Netherlands, New Zealand, Nigeria, Norway,
Philippines, Poland, Portugal, Russia, Saudi Arabia, Senegal,
Singapore, Slovakia, South Africa, South Korea, Spain,
Sweden, Taiwan, Thailand, Turkey, UAE, UK, USA, Vietnam.