M2 roadshow europe ralph risk lightspeed research

Mobile consumer

research

Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

We have

local marketknowledge and experience.

Incorporated in May, 2000

Member of WPP Group

Servicing clients across the globe

Local client service and delivery teams

United StatesBasking Ridge, NJ

Cambridge

New York City

Toledo

Wilmington

EuropeLondon, United Kingdom

Amsterdam

Hamburg

Milan

Munich

Paris

Wetzlar

Asia PacificSydney, Australia

Beijing

Hong Kong

Seoul

Tokyo


Proprietary Panels in 24 Countries

Mobile usage


Mobile phone becoming an essential part of life

Source: Lightspeed Research September 2009


Even when we sleep…


Mobile Internet usage

How long do you spend browsing the Internet

using your mobile phone? UK Germany Spain France Italy

It is my primary access for the Internet 1% 1% 1% 2% 4%

More than 1 hour per day 6% 3% 7% 3% 6%

Daily 10% 6% 7% 5% 7%

Several times a week 9% 4% 7% 5% 8%

A few times a month 16% 9% 12% 11% 17%

I don’t use the mobile Internet 57% 76% 67% 74% 57%

How do you access content using the mobile

phone (in order of your usage/preference) UK Germany Spain France Italy

Downloaded apps 3 3 2 2 2

Widgets (bookmarks) stored on my phone to

my favourite sites2 2 1 1 1

Mobile Internet 1 1 2 3 3

Mobile response


Would a mobile response option in an advert

make it more likely you would respond?

9%

22%

55%

15%

Yes - Much more likely

Yes - Somewhat more likely

No - Not more likely

Don’t Know/not sure

France

Much more – 5%

Somewhat – 19%

Germany

Much more – 5%

Somewhat – 15%

46% of UK 18-

34 year olds

feel a mobile

response

would make

them more

likely to

respond

compared to

14% of 55 - 64

year olds


Responding to adverts using the mobile phone

In France, Germany and the UK

texting a keyword to a short code was

the most popular way to respond to

adverts

In France and Germany calling

was the second most popular

In the UK going directly to a

mobile Internet site was the

second most popular

If you wanted to respond to an advert using your mobile phone, which type of mobile response

method would you prefer to use?

Source: MMA and Lightspeed Research: July 2010


Location based services

Used a map, navigation or used some other service on your mobile phone

that automatically determines your current location

20%

14%

18%


Location based services

Source: MMA and Lightspeed Research: April 2010

% based on top two scores of interest on a 5 point scale


32% of people who had seen an advert interacted

or responded to an advert in the last month

Within the past month, about how many times did you interact with or respond to an advertisement delivered to your mobile phone in

some way, such as by opening or activating it, following a link from it, downloading a coupon, texting a request for further information,

calling the company, by making a purchase or by responding in any other way?


Special offers, discounts and coupons were most likely to get

consumers interested in a product, followed by ads that

provided a simple way to click through to the website.

Which of the following ways of delivering ads to your mobile phone about a product that

interested you would make you more likely to learn more about or purchase the product?

A quick look at some

other Mobile activities

Vouchers, transactions, banking and

charity


Mobile vouchers

Order of preference

UK Germany Spain France Italy

I would welcome receiving SMSes

with vouchers for discounts in shops

and restaurants and most definitely

use it

2 4 2 2 2

I would welcome receiving SMSes

with vouchers for discounts in shops

and restaurants but probably

wouldn’t use it

2 2 3 4 4

If I received an SMS with a voucher

with a discount for a restaurant, I

would want to know more and

browse the mobile Internet

5 5 4 5 3

If I received an SMS with a voucher

with a discount for a restaurant, I

would want to know more and

browse the Internet on my PC

1 1 1 1 1

I do not welcome such texts2 3 5 3 5


Mobile transactions

• Transactions in the last month

Source: MMA and Lightspeed Research

Purchasing content for your mobile phone (e.g. ringtones, applications) 12 % 8 % 5 %

Purchasing or using tickets (e.g. for travel, admission to concerts, etc.) 4 % 2 % 1 %

Purchasing physical goods or services or other digital content 6 % 3 % 1 %

Use discounts or coupons 4 % 3 % 1 %

Collect or redeem loyalty rewards (like points or airline miles) 4 % 3 % 3 %


Mobile banking

Which of the following type of banking services would you be interested in

accessing through your mobile phone? (Somewhat / very interested)

UK France Germany

Viewing account balances 38% 37% 32%

Branch / ATM locator 26% 29% 26%

Using my mobile phone to make in-

store payments or purchases (like a

swipe credit card) 22% 24% 22%

Deposit/Withdrawal notices 22% 19% 26%

Transferring balances among my

accounts 25% 21% 13%

Bill payment 21% 13% 17%

Transferring money to other people on

their mobile phones 16% 11% 15%

Source: MMA and Lightspeed Research: Feb 2010


Mobile Charity donations

Source: MMA and Lightspeed Research: March 2010

Some trends for 2011


Mobile Internet usage

• UK leading the way for planned Mobile Internet usage in 2011

Mobile users expect to access websites once a week or more

36%

27%

21%

MMA and Lightspeed Research 2010


Popular content in 2011

Use maps or directions59% UK,

40% Germany

46% FrenchHeadlines58% UK,

51% Germany

43% French

Photographs43% UK

23% Germany

46% French



Most popular sites …

News (58%)

Weather (50%)

Social networking sites (49%)

News (52%)

Weather (50%)

Mobile search (38%)

Weather (58%)

News (43%)

Social networking sites (33%)

UK France Germany

Mobile search 42% 22% 38%

Social networking sites 49% 33% 27%

Blogging sites, discussion groups

or forums 8% 7% 6%

Text-blogging sites (e.g., Twitter) 13% 4% 5%

Weather 50% 58% 50%

News 58% 43% 53%

Sports 40% 31% 31%

Web Portals 8% 13% 13%

My wireless operator portal 8% 26% 7%

Music 33% 29% 29%

Videos 20% 14% 18%

Movies/Entertainment 18% 10% 13%

Business/Financial 13% 5% 12%

Shopping 30% 10% 27%

Banking 23% 27% 25%

Other (please specify) 2% 6% 7%



Search will still rule

• Most popular way to access sites on mobile

Using Search (33%)

Booking marking the site (21%)

Using Search (27%)

Alerts and notifications (9%)

Using Search (27%)

Booking marking the site (20%) Downloading/using

the site’s mobile app

will be more popular

with younger

consumersMMA and Lightspeed Research 2010

Thank you

Ralph Risk, Lightspeed Research

[email protected]: #rrisk

September 2010

M2 roadshow europe ralph risk lightspeed research

Documents

Transcript of M2 roadshow europe ralph risk lightspeed research