TNS Connected Life

Mobile Life

Connected Life is a global study that draws on the behaviours, motivations and priorities of 38,000 mobile users in more than 40 countries. With global mobile penetration at 92% across the markets studied, and consumers engaging with an ever-increasing range of services on their phone, the survey looks at how people are interacting with mobile and the opportunities this presents for brands.

TNS has conducted this study for eight years to provide an accurate picture of changing mobile trends and brand opportunities over time, helping companies to develop their business and marketing strategies via mobile.

What does it cover?

Connected Life provides an analysis of:

  • The impact of mobile in the retail channel - how can brands minimise the risks and realise the opportunities of the disruptive effect of mobile in the in-store environment, particularly in the case of «showrooming»;
  • The mobile platforms and services that are driving consumer engagement today, looking at which are most likely to grow in the future; 
  • How consumers are behaving on mobile, and the impact this has in delivering better communications with consumers; 
  • How «mobile wallet» will change consumer behaviours;  
  • What other devices people are using and how increased uptake of tablets will change the environment further.

Which markets does it survey?

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.


In surveying 38,000 consumers in 43 different markets, TNS used a number of different methods for collecting data. These included face to face, CAPI, online and web CLT – depending on what is best practice given local market conditions. TNS applies national representative quotas to within each market to ensure that the sample reflects the local market population. These quotas are agreed upon by TNS’s mobile research experts within each local market, and are made up of a mixture of age, gender, region, income and education splits.

To learn more please visit 


Andrey Senechkin
Head of research sector

+7 (495) 935-87-18


all news >
Invalid file.