Fairfax Metro Mobile Research Study

Fairfax Metro Mobile Research Study

October 2012

Agenda

• Mobile research study objectives & methodology

• The state of the mobile market in Australia

• Mobile internet usage: How & where the Fairfax Metro audience use the internet on their mobile phones

• The reach & growth of our mobile products

• Audience profile of Fairfax Metro’s mobile audience

• Summary

Objectives and methodology

Objectives• Track the growth of smartphone penetration and usage in Australia• Understand smartphone habits, usage and attitudes• Explore how Fairfax Media mobile audiences engage with mobile Internet content and mobile

applications• Define and articulate the target audience profile of Fairfax Media’s mobile applications products

Research Methodology• The survey was designed by Fairfax Media and fieldwork was conducted by Fairfax Media from

3rd – 10th August 2012• Survey respondents were recruited from within the Fairfax Metro online network• Respondents were asked to answer a 28 question survey and incentivised to win one of five

Apple iPads

Response Rates• A total of 1,535 completed surveys

Agenda






• Summary

Half of the Australian population (12 million) are currently busing a smartphone

Source; Telsyte Australian Smartphone Study 2012

By 2014 the internet audience

on mobile is projected to be

larger than on PC!

By 2015, it is expected that over three-quarters of the Australian population will be using a smartphone

2012 (e) 2013 (f) 2014 (f) 2015 (f) 2016 (f)0.0

5.0

10.0

15.0

20.0

25.0

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

12.5315.25 17.30 19.17 20.19

64%

76%

83%90% 94%

54%

65%73%

79% 83%

Smartphone users (millions) Smartphone penetration as % of mobile usersPopulation penetration of smartphones (%)

milli

ons

Mobile internet traffic represents almost 10% of total Australian internet traffic

Source; *Telsyte Australian Smartphone Study 2011 – 2015; # ComScore Device Essentials Dec 2011; ## Nielsen Online Consumer Report 2012; ** AIMIA Australian Mobile Phone Lifestyle Index – Oct 2011

40% access news on their mobile at least weekly (up from 26% last year)**

Online Australian’s now spend an average of 4.2 hours per week using the Internet via a mobile phone##

of total Australian internet traffic comes from mobile devices#8%

Daily use of news and weather doubled (25% up from 13%)**

Mobile ownership has changed the way Australians view and consume content

Source; InMobi & Decision Fuel Mobile Media Consumption Research February 2012

34% Social Media 36% Games 15% Email

10% Info & Search 9% Entertainment 2% Shopping

112minsMedia Daily

Australian mobile web user consumes 6.5 hours of media daily, of which mobile devices represent 112 minutes or 26% of this time.

An increasing amount of online shopping is being undertakenon a mobile phone / smartphone

Source; PWC / Frost & Sullivan Online Shopping Survey 2012; InMobi & Decision Fuel Mobile Media Consumption Research February 2012

of Australians aged between 15 and 65 years that currently

use the internet

have made 10+ online purchases in the last 12 months

on their mobile / smartphone

22%

62%own a smartphone of online shoppers have

increased their level of online spending via mobile

phones / smartphones

57%

say that mobile device advertising most impacts their purchase decision

24%

Agenda






• Summary

Over 80% of Fairfax Metro’s mobile audience access the internet on their smartphone multiple times per day

Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on

their smartphone more than once in the last month (n= 1,535). Excludes regional.

Q. How often do you access the internet from your mobile phone?

Less than once a month

Once a month

Once a week

A few times per week

Once a day

Multiple times per day

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

5%

6%

3%

12%

6%

70%

2%

1%

1%

8%

6%

81%

2012 2010

A heavy trend towards multi-day internet usage on mobile phones is becoming evident

Over 60% of Fairfax Metro’s mobile audience spend more than an hour on the internet on their mobile phone every week

Less than 20 minutes

20 - 40 minutes

40 minutes to an hour

1-3 hours 3-5 hours 5-10 hours More than 10 hours

0%

5%

10%

15%

20%

25%

30%

10%

15%13%

27%

15%

11%8%

Average time spent on mobile internet every week

1 hour +Every week



Q. On average, how long would you spend on the internet on your mobile phone every week?

Mobile internet usage is just as common while out and about as while relaxing at home

Mobile Internet use

is just as common

out-and-about as relaxing

at home

72% Waiting (appt, queues etc)

50% Laying in bed 24% Social gatherings

33% Shopping 68% At Home 50% Watching TV

60% Public Transport 24% In Bathroom 55% At work



Q. Typically, where are you when you access the internet on your mobile phone?

Just under 40% of Fairfax Metro’s smartphone audience use the internet on their phone while watching TV every day

38% while watching TV every day

20% while using their tablet device at least weekly

39% while using their PC / laptop at least weekly

23% while reading the

newspaper at least weekly

21% while listening to the radio at least

weekly



Q. How often do you access the internet from your mobile phone while looking at other media?

News and weather still dominates as the most viewed content on a smartphone



Q. What kind of content do you access on your mobile phone via the internet?

News & Social Media spike in the morning, Shopping & Banking during the work day and Entertainment, Lifestyle & Classifieds in the evening

Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on their smartphone

more than once in the last month (n= 1,535). Excludes regional.

Q. Thinking about the types of content you regularly access on your mobile phone via the internet, at what times during the day would you normally access this content?

The Fairfax Metro smartphone audience actively engage their mobile device in the path to purchase process

90% 81% 78% 67% 67% 58% 43% 28% 14%

Of Fairfax Media’s smartphone audience…


their smartphone more than once in the last month (n= 1,535). Excludes regional. Excludes app or in app purchases.

Q. Have you done any of the below on your mobile phone?

The Fairfax Metro smartphone audience are confident in searching for and purchasing a variety of products on their mobile device

Of Fairfax Media’s smartphone audience…

78% 64% 53% 52% 49% 60% 37% 25%

62% 65% 41% 21% 41% 62% NA NA



Q. Please specify what types of products you have researched and purchased on your mobile phone.

The Fairfax Metro mobile audience actively use their smartphone in their purchase decision making process

46% 51% 56% 23%

Researched products on their mobile phone

that they saw advertised on TV

Researched products on their mobile phone

while in-store

Researched products on their mobile phone while at home relaxing

on the couch

Clicked on an advertisement they saw advertised on a mobile

website or an app

Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on their smartphone more than once in the last month (n= 1,535). Excludes regional.

Q. Please specify what types of products you have researched on your mobile phone.

Agenda






• Summary

Jan 10

Feb 10

Mar 10

Apr 10

May 10

Jun 10Jul 1

0

Aug 10Sep

10Oct 1

0

Nov 10Dec

10Jan

11Feb

11

Mar 11

Apr 11

May 11

Jun 11Jul 1

1

Aug 11Sep

11Oct

11

Nov 11Dec

11Jan

12Feb

12

Mar 12

Apr 12

May-12

Jun-12Jul-1

2

Aug-12Sep

-120

100000

200000

300000

400000

500000

600000

476,513

447,966

120,438

Fairfax Digital News Digital Media ninemsn

Average Daily Unique Browsers

Australia’s #1 mobile news publisher

Source: Nielsen Market Intelligence – Mobile. Jan10-Sep12.

Fairfax Digital is the mobile (m-site) market leader reaching 476,513 average daily unique browsers every month through our award winning m-sites.

This is 28,547 more average daily unique browsers every month compared to the nearest publisher.

Fairfax Digital has also experienced more than twice the mobile audience growth since January 2010 compared to the nearest publisher.

The Sydney Morning Herald m-site commands the highest average daily unique mobile audience as well as having the most pages consumed among competing other m-news sites.

The Age m-site boasts the highest level of m-site reader engagement with users spending an average of up to 6 minutes and 42 seconds on the site each month.

Fairfax mobile products offer greater reach, consumption and time per person

Source: Nielsen Market Intelligence – Mobile. July 2012.

20000 40000 60000 80000 100000 120000 140000 160000 180000 200000 2200000

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

0

0

0

0

0

0

0 Y-Values

Average Daily Unique Browsers

Bubble Size = Ave Session Duration6 minutes, 03 seconds

6 minutes, 42 seconds SMH AGE

Nine MSN News

News.com.au

The Australian

The Daily Telegraph

The Herald Sun

Fairfax Metro mobile site usage up 85% over the last year

Source: Nielsen Mobile Market Intelligence September 2012

Jul-1

0Au

g-10

Sep-

10Oct

-10

Nov-

10De

c-10

Jan-

11Fe

b-11

Mar

-11

Apr-1

1M

ay-1

1Ju

n-11

Jul-1

1Au

g-11

Sep-

11Oct

-11

Nov-

11De

c-11

Jan-

12Fe

b-12

Mar

-12

Apr-1

2M

ay-1

2Ju

n-12

Jul-1

2Au

g-12

Sep-

12

0

50,000

100,000

150,000

200,000

250,000

Fairfax Metro Media mobile site audience trend

SMH The Age BrisbaneTimes WA Today

Ave

Dai

ly U

niqu

e B

row

sers

SMH218,223up 50% yoy

The Age127,832up 73% yoy

Brisbane Times32,232up 327% yoy

WA Today7,623up 103% yoy

Daily Visitation

AirLink driving record SMH iPhone app usage

Source: App Figures as at end of September 2012

Sep-

10Oct

-10

Nov-

10De

c-10

Jan-

11Fe

b-11

Mar

-11

Apr-1

1M

ay-1

1Ju

n-11

Jul-1

1Au

g-11

Sep-

11Oct

-11

Nov-

11De

c-11

Jan-

12Fe

b-12

Mar

-12

Apr-1

2M

ay-1

2Ju

n-12

Jul-1

2Au

g-12

Sep-

12

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

Fairfax Metro Media iPhone app cumulative downloads

SMH The Age Brisbane Time WA Today

launch: May 18

Over

335,500 Fairfax Metro Media iPhone

app downloads

launch: Sep 27

The Fairfax Metro mobile audience access The SMH and The Age on multiple platforms

of Fairfax Metro’s The SMH & The Age

smartphone audience

The SMH audience is 23% more likely than The Age

audience to access the news on the mobile app (index 123)

67%On their

PC / Laptop

25%Read the

Newspaper

56%On mobile

through m-site

19%On Tablet

through app

22%On tablet

through m-site

24%On Mobile

through App



Q. In the last month, where have you accessed the following from ...?.

Agenda






• Summary

High satisfaction levels with Fairfax Metro’s m-site and app products

High Satisfaction Levels

81% Love or Like The Age mobile

m-site or app.

85% Love or Like The SMH mobile m-site or app.

Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on their

smartphone more than once in the last month (n= 1,535). Excludes regional.

Q. Thinking about the following applications you read on your mobile phone either through a browser or the app, how would you rate them?

Reach an exclusive and qualified audience

45% 70% 42% 60%

Are primary grocery buyers; of which 25%

have and use a supermarket app on their smartphone at

least weekly

At least 70% are intending on travelling

domestically or internationally for leisure in the next 12 months

Are intending on buying or researching a new

car purchase in the next 12 months

At least 60% don’t engage with any

News Ltd news m-site or mobile app


more than once in the last month (n= 1,535). Excludes regional. Q. In the last month have you accessed any of the following mobile sites? How likely are you to purchase a new car

in the next 12 months? Are you the main grocery buyer in your household?

A shift in age reflective of the evolution of smartphone ownership by a mainstream audience

Under 18 18-24 25-34 35-49 50-65 65+0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

0%

8%

28%

41%

20%

2%1%

12%

35% 36%

15%

1%1%

15%

41%

31%

10%

2%

2009 2010 2012

Source; Fairfax Metro Media Mobile Study 2009, 2010 & 2012; Roy Morgan Single Source June 2012

Male: 61% Female: 39%

Professional / Manager: 71% Household income of $100k+: 40%

Agenda






• Summary

Summary

• Smartphone penetration continues with half of the Australian population (12 million) currently using a smartphone - by 2015, it is expected that over three-quarters of the Australian population will be using a smartphone

• Mobile internet usage is just as common while out and about as while relaxing at home with 68% of Fairfax Metro’s mobile audience using the internet on their mobile at home, and 60% while commuting on public transport

• Dual screening while using mobile internet is the norm with just under 40% of Fairfax Metro’s smartphone audience use the internet on their phone while watching TV every day

• News & weather still dominates as the most viewed content on a smartphone with at least 80% of Fairfax Metro’s mobile audience accessing news content on their mobile (81% female; 92% males)

• The Fairfax Metro smartphone audience actively engage their mobile device in the path to purchase

process with 78% researching and 43% purchasing products on their smartphone

• The Fairfax Metro mobile audience engage with mobile advertising – 23% clicked on a mobile advertisement they saw advertised on a mobile website or in an app

• With over 268,600 Fairfax Metro Media iPhone app downloads, satisfaction levels are very high (at least 81% love or like The Age or The SMH m-site or mobile app)

• The Fairfax Metro Media mobile apps allow advertisers to reach an exclusive audience – 45% are primary GB’s of which 25% have and use a supermarket app on their smartphone at least weekly; At least 70% are intending on travelling domestically or internationally for leisure in the next 12 months; and 42% are intending on buying or researching a new car purchase in the next 12 months


more than once in the last month (n= 1,535). Excludes regional.

Fairfax Metro Mobile Research Study

Documents

Transcript of Fairfax Metro Mobile Research Study