IDG MOBILE SURVEY 2014 WORLDWIDE B2B. IDG MOBILE ADVISORY BOARD MIRZA FUR CO-FOUNDER, KINGPIN...
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Transcript of IDG MOBILE SURVEY 2014 WORLDWIDE B2B. IDG MOBILE ADVISORY BOARD MIRZA FUR CO-FOUNDER, KINGPIN...
IDG MOBILESURVEY 2014
WORLDWIDEB2B
IDG MOBILEADVISORY BOARD
MIRZA FURCO-FOUNDER, KINGPIN COMMUNICATIONS
JAMES FOULKESCO-FOUNDER, KINGPIN COMMUNICATIONS
SETH HARTGLOBAL MEDIA DIRECTOR, STARCOM
JON HOOKHEAD OF MOBILE, MEDIACOM
VALENTINA PETTENATIDIRECTOR EMEA+MEE INTEGRATED MEDIA, GLOBAL MARKETING SAP
TAMINA PLUMGLOBAL CLIENT SERVICES DIRECTOR, ZENITH OPTIMEDIA
CHRIS CARMICHAELDIRECTOR, MEDIA & DIGITAL MARKETING, HEWLETT-PACKARD
IDG MOBILESURVEY METHODOLOGY
SURVEY METHODCOLLECTION: ONLINE SURVEYNO. QUESTIONS: 49 (INCL. DEMOGRAPHICS)INCENTIVE: iPAD MINI
SURVEY SAMPLEFIELD WORK: MARCH - MAY 2014MAJOR REGIONS: 6COUNTRIES: 43IDG WEBSITES: 189
NUMBER OF RESPONDENTSWORLDWIDE: 23,556WW B2B: 6,418
THE MOBILE EVOLUTION
MOBILE EVOLUTION:OUR LIVES
EVOLUTION OF THE LIVING ROOMYOU SCREEN… I SCREEN… WE ALL SCREEN
Q9. WHEN USING YOUR SMARTPHONE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR SMARTPHONE)
Q33. WHEN USING YOUR TABLET DEVICE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR TABLET DEVICE)
Q34. WHICH OTHER DEVICES/ SCREENS DO YOU USE AT THE SAME TIME AS YOUR TABLET DEVICE?
USE TABLET& OTHER DEVICES
65% 64%USE
SMARTPHONE & OTHER DEVICES
TABLETS ARE USED AT THE SAME TIME
AS...
TV / TELEVISION86%
SMARTPHONE56%
LAPTOP COMPUTER45%
DESKTOP COMPUTER25%
YESTERDAY TOMORROWTODAY
TABLET SMARTPHONE
TV / TELEVISION
SMARTPHONE
LAPTOP COMPUTER
DESKTOP COMPUTER
YESTERDAY TOMORROWTODAY
LA
55%
78%
65%
24%
WE
42%
92%
52%
22%
EE
45%
81%
50%
28%
MEA
49%
79%
48%
16%
NA
58%
89%
58%
34%
EVOLUTION OF THE LIVING ROOMYOU SCREEN… I SCREEN… WE ALL SCREEN
TABLETS ARE USED AT THE SAME TIME AS…
Q34. WHICH OTHER DEVICES/ SCREENS DO YOU USE AT THE SAME TIME AS YOUR TABLET DEVICE?
APAC
43%
76%
63%
26%
EVOLUTION OF THE LIVING ROOMYOU SCREEN… I SCREEN… WE ALL SCREEN
Q9. WHEN USING YOUR SMARTPHONE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR SMARTPHONE)
Q33. WHEN USING YOUR TABLET DEVICE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR TABLET DEVICE)
Q34. WHICH OTHER DEVICES/ SCREENS DO YOU USE AT THE SAME TIME AS YOUR TABLET DEVICE?
YESTERDAY TOMORROWTODAY
68%LA
WE
NA
AP
69%
67% 67%
65% 67%
64% 65%
62% 64%
EE
LA
EE
AP
NA
MEA
USE TABLET& OTHER DEVICES
65% 64%
USE SMARTPHONE & OTHER DEVICES
TABLET SMARTPHONE
MEA 56% 61% WE
Q11. IN GENERAL ARE THE ACTIVITIES ON THE DEVICES RELATED OR UNRELATED?Q6. DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR SMARTPHONE?Q31. DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR TABLET DEVICE? Q8. IS A SMARTPHONE YOUR PRIMARY DEVICE WHEN USING SOCIAL MEDIA?
EVOLUTION OF THE LIVING ROOMMOBILE DEVICES ARE DISRUPTIVE...
…AND HAVE CHANGED HOW WE SOCIALIZE
UNRELATED ACTIVITIES ON MULTIPLE DEVICES76%
USAGE SOCIAL NETWORKING SITES
OR APPS
83%
SMARTPHONE
73%
TABLET
SMARTPHONE PRIMARY DEVICE FOR SOCIAL MEDIA57%
YESTERDAY TOMORROWTODAY
YESTERDAY TOMORROWTODAY
USE SOCIALNETWORKINGSITES OR APPS
73% 83%
USE SOCIALNETWORKINGSITES OR APPS
EVOLUTION OF THE LIVING ROOMMOBILE DEVICES ARE DISRUPTIVE...
Q6. DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR SMARTPHONE?Q31. DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR TABLET DEVICE? Q8. IS A SMARTPHONE YOUR PRIMARY DEVICE WHEN USING SOCIAL MEDIA?
TABLET SMARTPHONE86%LA
WE
AP
EE
93%
81% 90%
73% 89%
71% 81%
71% 77%
MEA
LA
AP
WE
NA
MEA
NA 70% 75% EE
Q3. DO YOU WATCH VIDEOS ON YOUR SMARTPHONE?Q29. DO YOU WATCH VIDEOS ON YOUR TABLET DEVICE?
THE RISE OF VIDEODRAMATIC INCREASE IN MOBILE
VIDEO CONSUMPTION
10MAPPLE TV UNITS SOLD
IN 2013
YOUTUBEMOVIES
PROMO VIDEOSHOW-TO-GUIDES
WEBCASTSPRODUCT REVIEWS
YESTERDAY TOMORROWTODAY
2012 2014
VIDEO USAGE SMARTPHONE 61% 80%
VIDEO USAGE TABLET 66% 89%
YESTERDAY TOMORROWTODAY
WATCH VIDEOS
89% 80%
WATCH VIDEOS
Q3. DO YOU WATCH VIDEOS ON YOUR SMARTPHONE?Q29. DO YOU WATCH VIDEOS ON YOUR TABLET DEVICE?
THE RISE OF VIDEODRAMATIC INCREASE IN MOBILE
VIDEO CONSUMPTION
TABLET SMARTPHONE93%LA
NA
WE
AP
93%
93% 92%
90% 91%
89% 79%
88% 74%
MEA
AP
LA
NA
WE
MEA
EE 87% 71% EE
Q13. HAS YOUR SMARTPHONE REPLACED ANY OF THE FOLLOWING?Q36. HAS YOUR TABLET DEVICE REPLACED ANY OF THE FOLLOWING?
EVOLUTION OF THE MEDIA LANDSCAPE
MOBILE REPLACES TRADITIONAL MEDIA
52%
49%
27%
20%
20%
TABLET SMARTPHONE
PRINTED NEWSPAPER
PRINTED MAGAZINES
LAPTOP COMPUTER
DESKTOP COMPUTER
TV
45%
35%
18%
17%
14%
YESTERDAY TOMORROWTODAY
Q36. HAS YOUR TABLET DEVICE REPLACED ANY OF THE FOLLOWING?
EVOLUTION OF THE MEDIA LANDSCAPE
TABLET REPLACES TRADITIONAL MEDIA
YESTERDAY TOMORROWTODAY
PRINTED NEWSPAPER
PRINTED MAGAZINE
LAPTOP COMPUTER
DESKTOP COMPUTER
LA
39%
47%
50%
24%
WE
21%
51%
44%
17%
EE
37%
68%
67%
23%
MEA
27%
54%
59%
30%
NA
25%
54%
52%
19%
APAC
32%
52%
50%
24%
TV / TELEVISION 32%11% 34% 27% 15% 34%
LA
EE
Q14. DO YOU USE YOUR SMARTPHONE TO PURCHASE PRODUCTS OR SERVICES?Q37. DO YOU USE YOUR TABLET DEVICE TO PURCHASE PRODUCTS OR SERVICES?
EVOLUTION OF THE WAY WE SHOPTHE WORLD IN YOUR POCKET
PURCHASES MADE VIA
TABLET SMARTPHONE
NA
EE
AP
LA
75%
64%
60%
54%
53%
WE
YESTERDAY TOMORROWTODAY
SMARTPHONE
58%
TABLET
65%
NA
MEA
AP69%
69%
64%
58%
57%
WEMEA 52%56%
Q16. WHAT ARE THE MAIN REASONS FOR YOU NOT PURCHASING A PRODUCT OR SERVICE USING YOUR SMARTPHONE?
EVOLUTION OF SECURITYREASONS FOR NOT PURCHASING
ON THE SMARTPHONE
48% WEBSITE NOT MOBILE ENABLED
44% SECURITY CONCERNS
30% PRIVACYCONCERNS
28% COMPLICATED PAYMENT PROCESS
YESTERDAY TOMORROWTODAY
MOBILE EVOLUTION:OUR BUSINESS
Q20. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?Q42. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE?
EVOLUTION OF HOW WE RESEARCH
BUSINESS PRODUCTS VIA MOBILE
C-LEVELEXECUTIVE SUITE
USE SMARTPHONE USE TABLET
72%
USE SMARTPHONE
86%
USE TABLET
YESTERDAY TOMORROWTODAY
78%63%
YESTERDAY TOMORROWTODAY
RESEARCH
78% 63%
RESEARCH
EVOLUTION OF HOW WE RESEARCH
BUSINESS PRODUCTS VIA MOBILE
Q20. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?Q42. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE?
TABLET SMARTPHONE88%LA
NA
AP
EE
84%
85% 74%
83% 70%
78% 69%
77% 64%
MEA
MEA
AP
NA
EE
LA
WE 75% 55% WE
Q22. WHAT TIME OF THE DAY DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?
Q44. WHAT TIME OF THE DAY DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE?
EVOLUTION OF HOW WE RESEARCH
BUSINESS IS BLEEDING INTO OUR LIVES
BUSINESSPRODUCT
RESEARCH
SMARTPHONE %
TABLET % IN THE EVENING
64 %76 %
WEEKENDS
42 %56 %
DURINGCOMMUTE
42 %34 %
YESTERDAY TOMORROWTODAY
Q21. WHEN RESEARCHING PRODUCTS OR SERVICES FOR YOUR BUSINESS, WHICH OF THE FOLLOWING ACTIVITIES DO YOU PERFORM USING YOUR SMARTPHONE?
EVOLUTION OF THE OFFICEA VARIETY OF CONTENT IS CONSUMED
VISIT VENDOR SITES FOR PRODUCTION INFORMATION 65%
COMPARE PRICES AND PRODUCTS 58%
READ FEATURE ARTICLES ABOUT TRENDS & STRATEGIES 57%
BROWSE AND PARTICIPATE IN FORUMS & SOCIAL NETWORKS 50%
WATCH VIDEOS 49%
READ CASE STUDIES 49%
READ WHITEPAPERS 45%
READ ANALYST REPORTS (IDC, GARTNER ETC.) 37%
WATCH WEBCASTS/WEBINARS 29%
YESTERDAY TOMORROWTODAY
ACTIVITIES PERFORMED WHEN RESEARCHING PRODUCTS FOR BUSINESS ON THE SMARTPHONE
Q23. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE AND THEN PURCHASED FROM A RETAIL OUTLET?
Q24. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE AND THEN PURCHASED VIA THE INTERNET USING A LAPTOP OR DESKTOP COMPUTER?
Q45. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE AND THEN PURCHASED FROM A RETAIL OUTLET?
Q46. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE AND THEN PURCHASED VIA THE INTERNET USING A LAPTOP OR DESKTOP COMPUTER?
EVOLUTION OF HOW WE MAKE IT PURCHASES
THEY RESEARCH ON CONNECTED DEVICES & BUY TRADITIONALLY
YESTERDAY TOMORROWTODAY
62%SMARTPHONE RESEARCH
& RETAILER PURCHASE
82%SMARTPHONE
RESEARCH & PURCHASE ON
LAPTOP/DESKTOP
66%TABLET RESEARCH
& RETAILER PURCHASE
78%TABLET RESEARCH
& PURCHASE ONLAPTOP/DESKTOP
IT PURCHASE VALUE SMARTPHONE TABLET
$500+ 30% 35%
$5,000+ 6% 7%
Q25. DO YOU PURCHASE IT (INFORMATION TECHNOLOGY) PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?
Q27. HOW MUCH WAS THE LARGEST BUSINESS PURCHASE MADE USING YOUR SMARTPHONE WITHIN THE LAST 6 MONTHS?Q47. DO YOU PURCHASE IT (INFORMATION TECHNOLOGY) PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR
TABLET DEVICE?Q49. HOW MUCH WAS THE LARGEST BUSINESS PURCHASE MADE USING YOUR TABLET DEVICE WITHIN THE LAST 6
MONTHS?
EVOLUTION OF HOW WE MAKE IT PURCHASES
B2B
C-LEVELEXECUTIVE SUITE
56%
47%
PURCHASE IT PRODUCTS ON SMARTPHONE
OR TABLET
YESTERDAY TOMORROWTODAY
Q25. DO YOU PURCHASE IT (INFORMATION TECHNOLOGY) PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?
Q47. DO YOU PURCHASE IT (INFORMATION TECHNOLOGY) PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE?
EVOLUTION OF HOW WE MAKE IT PURCHASES
YESTERDAY TOMORROWTODAY
TABLET SMARTPHONE
59%MEA
LA
EE
NA
58%
56% 56%
56% 50%
44% 42%
44% 40%
AP
MEA
LA
NA
EE
AP
WE 30% 28% WE
Q17. DOES A POOR MOBILE EXPERIENCE E.G. SITE DIFFICULT TO NAVIGATE:
BRAND IMAGE PROTECTION IN THE NEW WORLD
EVOLUTION OF BRAND MARKETING
A BAD MOBILE EXPERIENCE…
54%MAKES THEM LESS
LIKELY TO BUY FROM A BRAND
52%MAKES THEM LESS LIKELY TO ENGAGE
WITH THEBRAND
41%HAS A NEGATIVEIMPACT ON THE
COMPANY’S BRANDIMAGE
TODAYOMNICHANNELOMNICHANNEL
RESPONSIVE DESIGNALWAYS ONALWAYS ON
DATA TARGETINGVIDEOVIDEO
HIGH QUALITY CONTENTDISRUPTIONDISRUPTION
CHANGE OF MINDSET
THANK YOU
CHRISTINA CARSTENSEN
GROUP CLIENT BUSINESS DIRECTOR
T | +44 1784 210 341
M | +44 7990 516 014