Mobile copenhagen presentation
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MOBILE INSIGHTS• The Age of multiscreens• The Mobile Numbers• The role of Mobile in everyday life
1
Mobile Copenhagen 2012
Martin Lund, Regional Insight Manager EMEA
MediaCom’s intelligence and insight specialists
Works closely with local
Insight teams
Specialists in both
qualitative and quantitative
research methods
Social Media Insights
Digital and Mobile Insight
Insight support on new
business
Assist Global Accounts
General insight intelligence
and resources allocation
Carsten LindHead of Insight,
EMEA
Martin LundRegional Manager
Insight, EMEA
Insi
gh
t C
olla
bo
rati
on
@martinlundp
What I am going to talk about today?
The Age of Multi screens
The Mobile Numbers(Quantitative Mobile Insights)
The role of Mobile in everyday life(Qualitative Mobile Insights)
123
Media consumption will become even more fragmented and personalised. Increasingly, consumers using multiple screens to engage with media. Rapid adoption of digital devices is driving convergence as consumers use several screens to enhance and customize their user experience and make their life easier and more entertaining.
1 The age of Multiscreens1
Basically media fragmentation isn’t new, but the future is going to be more fragmented and personalised
Internet
Telco
TV
Radio
1700 1750 1800 1850 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010 20200
5
10
15
20
25
30
35
40
45
50
Nu
mb
er
of
Ch
an
ne
ls u
sed
PRRetailCinema
Outdoor
1704 First Newspaper Ad
1924 First Commercial Radio Broadcast
1890s Rise of Department Stores
1941 First TV Advert Broadcast
1990 Creation of the World Wide Web
2010The iPad was announced
2007iPhone entered the market
Source: Millward Brown
Adoption speed and therefore change is accelerating
Number of days to reach 1MM units sold
360+ 74 28
2001 2007 2010 2010
Source: Mashable, Apple, Google
3 0,25
2012
Sou
rce
: G
lob
al W
eb
inde
x, %
of
inte
rne
t u
sers
g
loba
lly, W
ave
5, J
un
e 2
011
, W
hich
of
the
fo
llow
ing
is
you
r fa
vou
rite
de
vice
to a
cces
s th
e In
tern
et?
Now
/
One
ye
ar
fro
m n
ow
?
3%
18%
42%
19%
7%
11%
Today1%
7%
79%
2%
1%12%
1 year ago
E-reader
Mobile
Personnal laptop
Tablet device
Throught my TV
Work laptop
AND AGAIN : THE WEB IS LESS AND LESS A DESTINATION
Meaning that content are consumed and created via varieties of platforms…
No matter where we are..
We can always continue on a new screen with the same task
Which put search under pressure as consumers are expecting consistency
That’s why we say that multi screen has become mainstream
2 The Mobile Numbers(Where are we now)
The best way to kill a fantastic and engaging discussion in the bar is to pull out your smartphone and google the facts..
SMARTPHONEPENETRATION
Huge increases in Smartphone penetration across markets!
Germany
France
Spain
USA
Denmark
UK
0 10 20 30 40 50 60
18
27
33
31
30
30
29
38
44
44
45
51
2012
2011
70%
50%
33%
42%
41%
61%
Base: Total PopulationSource: OurMobilePlanet, Think With Google, Ipsos
And most smartphone owners are still newbies
Germany
France
Spain
USA
Denmark
UK
0 10 20 30 40 50 60 70 80 90 100
76
73
74
70
68
75
72
62
68
62
64
69
2012
2011
Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos
First smartphone: Yes
¾ of all Danes between 18-29 own a smartphone
Germany
France
Spain
USA
Denmark
UK
0 10 20 30 40 50 60 70 80
59
70
63
58
71
75
31
44
55
55
60
69
16
19
24
25
22
23
50+ 30-49 18-29
Base: Total PopulationSource: OurMobilePlanet, Think With Google, Ipsos
In Denmark we are relatively more differentiated by gender than US & UK
Germany
France
Spain
USA
Denmark
UK
0 10 20 30 40 50 60
33
42
51
43
51
54
25
34
38
44
39
48
Female Male
Base: Total PopulationSource: OurMobilePlanet, Think With Google, Ipsos
Denmark is iOS and Android land!
Germany
France
Spain
Spain
Denmark
UK
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
29
25
34
34
38
29
3
12
12
12
1
23
35
43
14
14
46
30
22
14
29
29
5
10
12
7
11
11
10
8
Android Blackberry OS iOS Other Don't Know
Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos
30% 46%
2011
SMARTPHONEUSAGE
Germany
France
Spain
USA
Denmark
UK
0 5 10 15 20 25 30 35
22
23
25
33
18
21
Column2 Rather give up TV
Germany
France
Spain
USA
Denmark
UK
0 5 10 15 20 25 30 35
22
23
25
33
18
21
16
21
27
27
12
15
More entertaining than TV Rather give up TV
But when it comes to our beloved TV here in Denmark...
Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos
But we’re still more online via our mobile than others..
Germany
France
Spain
USA
Denmark
UK
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
44
48
50
58
60
52
41
39
34
30
29
34
16
14
18
12
11
14
Multiple times At least one None / dont know Other
Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos
Number of daily online sessions on smartphone
And extremely good at multitasking! (especially when we’re watching TV..)
UK Denmark USA Spain France Germany0
50
100
150
200
250
55 59 5237
53 43
4353
51
46
4749
27
4043
3629
25
27
3634
2128
24
15
13 28
1813
9
14
21 16
2116
13
10
10 17
11 7
8
5
34
4 4
5
Other
Read a book
Read newspaper or magazine
Play games
Watch movies
Use Internet on another device
Listen to music
Watch television programs
Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos
Parallel media/device usage while on smartphone
And maybe it’s good with our TV obsession ‘cause TV is a major Catalyst for Search on smartphones
Germany
France
Spain
USA
Denmark
UK
0 5 10 15 20 25 30 35
26
27
17
32
33
29
Purchased
And 1/3 of all Danes have purchased a product/service on their mobile..
Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos
General Smartphone Activities
Germany
France
Spain
USA
Denmark
UK
0 10 20 30 40 50 60 70
45
43
58
60
54
57
Daily use
We connect on social networks on the mobile every day
Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos
Frequency of social network visits on smartphone
The role of Mobile in everyday life3
MOBILE COMMERCE HAS MORE THAN DOUBLED IN THE LAST 2 ½ YEARS
We have a team of 36 non professional video bloggers who allow us into their everyday lives through video diaries that they record on their smartphones or handheld cameras
‘REAL WORLD BRITAIN’ IS OUR NEWLY LAUNCHED INSIGHT TOOL.
Carefully selected to match MediaCom’s key target audiences, our bloggers include people fromall corners of Britain
This creates a constant stream of ‘new’ news will helps us to spot emerging trends and provide insight for real time planning.
5 key Insights
01: MCOMMERCEIS BECOMING MAINSTREAM
project title
“I CAN’T REMEMBER, ACTUALLY, A TIME WHEN I WENT INTO SHOPS FOR THINGS…
SHOPPING WITH A MOBILE PHONE OR SHOPPING ONLINE IN GENERAL HAS BECOME COMPLETELY THE NORM AND TENDS TO BE WHAT I DO DAY TO DAY”
Alison, 33, Shropshire
02: MOBILE IS USED ALL THROUGHOUT THE PURCHASE JOURNEYSO IT’S IMPORTANT THAT ALL YOUR DIGITAL TOUCHPOINTS FACILITATE PEOPLE TO MOVE FURTHER ALONG THEIR JOURNEY
AT EACH ‘STOP’ OR TOUCHPOINT ON HER MOBILE PURCHASE JOURNEY, JAYNE WAS OFFERED INFORMATION OR INTERESTING CONTENT THAT POINTED HER TOWARDS A NEXT STOP
03: IMPULSE SHOPPING IS VERY TEMPTING ON MOBILESMOBILE HAS THE POTENTIAL TO FACILITATE THOSE ‘HOT’ MOMENTS WHEN PEOPLE ARE IN THE MOOD TO MAKE A PURCHASE
04: ‘SCAN AND SCRAM’ –FIGHT OR EMBRACE IT?PEOPLE ARE USING THEIR SMARTPHONES IN STORE FOR PRICE CHECKING AND REVIEWS– SOMETIMES ONLINE COMPETITORS ARE WINNING OUT. TAKE THE OPPORTUNITY TO ENHANCE THE IN-STORE EXPERIENCE THROUGH SMARTPHONES RATHER THAN FIGHTING THE BEHAVIOUR
38% OF SMART PHONE OWNERS HAVE USED THEIR PHONE IN STORE
05: MOBILE IS MAKING TV SOCIAL AT A DIGITAL LEVELTWEETING, FACEBOOK STATUSES AND NOW ZEEBOX ARE ADDING LAYERS OF CONVERSATION ONTO LIVE TV VIEWING
43% of UK adults have commented on or discussed a TV show with friends or other fans on social networks such as Facebook and Twitter
“I FREQUENTLY TWEET WHILE I’M WATCHING TV…...IT’S FASCINATING TO ME TO SEE AN APP LIKE ZEEBOX THAT ACTUALLY TAKES IN TO ACCOUNT THE WAY THAT PEOPLE WATCH TV AND THE WAY THEY TWEET AND THE WAY THEY INTERACT WITH EACHOTHER.
Ali, 33, Shropshire
A fool with a great tool is still a fool
http://www.migcan.com/
http://www.informatandm.com/handset-device-manufacturers/
http://www.monitisegroup.com/
http://discovermobilelife.com/
http://www.thinkwithgoogle.com/http://www.consumerbarometer.com/
http://www.tealeaf.com/
http://www.millennialmedia.com/mobile-intelligence/
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…..… http://www.unanimis.co.uk/orange-exposure-2011
THANKS