SMART MOBILE GESTERN, HEUTE UND MORGEN - GfK · Smart Health –The Internet of Things and...

1© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015

SMART MOBILE GESTERN,

HEUTE UND MORGENDie (R)Evolution geht weiter, aber wohin führt sie?

Robert Wucher | Head of Technology and Digital Client Solutions


It is not the strongest of the species that survive, nor the

most intelligent, but the one most responsive to change.Charles Darwin


EVOLUTION


Computing went mobile – New screen sizes have blurred the

boundaries between Mobile and IT

Mobile Phones/Computing Sales Units (in mn)

Source: GfK Retail and Technology, Germany, 100% Totalmarket Demand

20132007 2009 20142011 20122008 2010

39

3635

38

4240

4244

>= 10 inch

7 < 10 inch

5,5 < 7 inch

3,5 < 5,5 inch

< 3,5 inch

Sum mn units

Display size


Internet went mobile – Evolutionary stages from the Internet of

Documents to where we are today, the Internet of People

Internet of

ApplicationsRise of mobile

internet, Web 2.0

Internet of

PeopleMass mobile adaption,

social networks

Mobile Internet

Internet of

DocumentsE-libraries, document

based webpages

Internet of

CommerceE-commerce,

e-banking and

stock trading

websites

Stationary Internet


The Internet of people is mobile – Smartphones are the most

important vehicle to go online today

Share of Average Online Usage Time (in %)

Source: GfK Crossmedia Link, typical month in 2014; Base: Persons 14+ using Desktop and Smartphone

Mobile

67%

Desktop33%

App 87%

Browser

13%

Age 14-29 years

Age 55+ years

74%

26%

48% 52%


REVOLUTION


Share of Total Online Usage Time by Content and Activity (in %)

Content

13%

8%

5%

2%

26%

2%

11%

1%

4%1%

0%

10%

1%

16%

Partnership

Media & Entertainment

Humour

Lifestyle

Multi-ContentSports

Other

Partnership

Media & Entertainment

Humour

Lifestyle

Multi-Content

Sports

Other

The disruption of consumer behavior – Multi-purpose mobile

computing anytime and anywhere


Activity

17%

10%

17%

4%3%3%

13%

6%

6%

2%

5%

4%

10%

Messaging/Chat

Social Networking

Gaming

Online Video

Down-load

News

Other

News

Social Networking

Online Video

Gaming

Shopping

Other


The disruption of consumer behavior – Multi-purpose mobile

computing anytime and anywhere

Share of Total Online Usage Time by Content and Activity (in %)


Activity

17%

10%

17%

4%3%3%

13%

6%

6%

2%

5%

4%

10%

Messaging/Chat

Social Networking

Gaming

Online Video

Down-load

News

Other

News

Social Networking

Online Video

Gaming

Shopping

Other

Deep dive in selected key-activities


The disruption of Shopping


1% 2% 3% 3% 5% 8% 9% 10% 10% 16% 16% 18% 18% 19% 21% 22% 26% 26% 28% 28% 30% 36% 39% 42%

E-Commerce Value Share (in %)

The disruption of Shopping – E-commerce has matured, yet

online sales shares vary widely which requires different strategies

FMCG Automotive Lighting Optics/

Glasses*Electrical

Equipment

Garden/

Barbecues*

DIY* Kitchens/

Furniture*

Food

Equipment

Major

Domestic

Appliances

Sports* Finance** Beauty/

Health*

Consumer

Electronics

Multifunctio

nal Tech.

Good

Information

Technology

Fashion Small

Domestic

Appliances

Photo Books/

Calendars*

Telecom Toys* Music/

Movies*Travel***

Integrated digital commerceE-Commerce for second movers

Source: GfK Consumer and Retail Panel | *H1 2014, all other categories FY 2014 **share of completed contracts instead of sales, H1 FY 2014; ***Touristical year 2013-14 (departure date

Nov 13 - Oct 14)


39

49

Even though E-Commerce has had its mobile revolution

as well, Desktop usage is still more relevant…


Net Reach of E-Commerce Websites (in %)

Mobile Desktop

3745

6

7

5

6

5

7

4

8

3

12

3

5

5

6

2

2


73

56

…very much opposed to Social Media, which is clearly

„Mobile first“ with the exception of business networks


Net Reach of E-Commerce Websites (in %)

Mobile Desktop

64

48

23719

12

113

92

62

3

2

3

5

2

5


The disruption of Media consumption


The disruption of Media consumption – The four screen battle

for consumers attention and ad spendings as a consequence

Source: GfK Crossmedia Link, typical month in 2014; Base: Persons using the respective device/media channel

Share of Media Usage Time (in %) by time of day

Mobile Tablet Desktop TV

bis 6 Uhr 6-10 Uhr 10-12 Uhr 12-14 Uhr 14-16 Uhr 16-18 Uhr 18-20 Uhr 20-22 Uhr 22-24 Uhrbefore

6 AM

6-10 AM 12-2 PM 2-4 PM 4-6 PM 6-8 PM 8-10 PM 10-12 PM10-12 AM


Online Video total

Social Networks

Video Portals

Media Broadcaster

Movie/Cinema Fanpages

Video on Demand

Cinema Operator

Online video has entered the domain of TV at considerable scale

– Mobile devices used for almost every other online video minute

Share of Online Video Usage Time (in %)

Source: GfK Crossmedia Link, typical month in 2014; Base: Persons 14+ using Desktop, Smartphone and Tablet

Online Video

~7,5 h/month 10%Other

Internet

usage

90%

38%

40%

34%

28%

22%

31%

24%

5%

3%

8%

20%

8%

24%

6%

58%

57%

59%

52%

71%

46%

70%

Mobile Tablet Desktop


The disruption of Advertising


The disruption of Advertising – Mobile ad spendings exhibit

growth, yet German advertisers remain cautious

Source: OVK Online-Report 2015/01

Digital Display Ad Spendings (net in m €)

1.396 1.447 1.483

88134

201

2013 2014 2015(FC)

Mobile Desktop

Perceptual Mode

Lean

back

Intent

and

context

Lean

forward


Case study: Talk to Google campaign – 25% exclusive share for

Mobile In-browser on top of TV

*85% of Mobile spendings went into Mobile In-App which is currently not covered by our passive measurement approach

Source: Google; GfK Crossmedia Link, Campaign Performance Analysis, Google Voice Search Campaign “Talk to Google”; Base: Online Population 14+, Nov - Jan 2015

Campaign Specifications

Campaign: Voice Search - Talk to Google Flight 2

Period: 01.11.2014 – 12.01.2015

Channels: TV, Desktop & Mobile (In-Browser & -App*)

Overlap of TV and Desktop resp. Mobile

In-Browser

**Mobile In-Browser incremental reach divided by net reach

MobileTV 25% exclusive share**

28% exclusive shareDesktopTVhttps://www.youtube.com/watch?v=X74qGAeOcS4

https://www.youtube.com/watch?v=X74qGAeOcS4


Signifcant Mobile effect on brand metrics: The campaign played to

the specific strengths of the channel, i.e. mobile usage context

Source: Google; GfK Cross-Device Exposure Effects, Google Voice Search Campaign “Talk to Google”; Base: Online population 20+ (n=1,491), January 2015

3-step process to analyze Media channel effects

Weighting Internet Usage Intensity by

Media channel with targets referring

to survey sample totals

Step 1 Step 2

Weighting gender, age and education

by Media channel with targets

referring to Online Population 20+

Test/control group analysis comparing

respondents with multiple campaign

contacts with and without Mobile

Step 3

100 100 100113

143129

Brand Awareness:

Google App

Value Proposition

Google App: Voice

Search

Image Google:

Indispensable for my

daily life

Multiple campaign contacts

w/o Mobile w/ Mobile


Internet of


based webpages

Internet of

CommerceE-commerce,

e-banking and

stock trading

websites

Internet of


internet, Web 2.0

Yesterday

Internet of


social networks

Today

Each of the first four

eras of the Internet

evolution has had

‘revolutionary’

impact on consumer

behavior and

created a new

economy further

facilitating the

behavioral change.


The Internet of Things will do the same – and more

Internet of


based webpages

Internet of

CommerceE-commerce,

e-banking and

stock trading

websites

Internet of


internet, Web 2.0

Internet of


social networks

Internet of

ThingsConnected devices,

bodies and machines

TomorrowYesterday Today


REVOLUTION2


Cloud Computing

From Smart Mobile to Smart Devices managing the Smart World

around us

Internet of Things

Smart Devices Smart Mobility

Smart Health

Smart Energy Smart Commerce

Smart Home

Smart Entertainment

Smart City

Smart Industries


Smart Devices


Wearables are expected to be ‘the next big thing’, but currently

perceived as gadgets for geeks

Wearables Sales Units (in mn)

Source: GfK Boutique, Western Europe: Malta, Austria, Belgium, Denmark, Finland, France, Germany, Greece, Iceland, Ireland, Italy, Luxembourg, Netherlands, Norway, Portugal, Spain,

Sweden, Switzerland, United Kingdom, Cyprus, 100% Totalmarket, Forecast

8

18

28

40

55

63

2014 2015 2016 2017 2018 2019

Wearable camera

Smartglass

Wearable headset

Activity Tracker

Smartwatch

Wearables total


Smart Commerce


Brand influence

Social effects Media

Competitive solutions

Relative Advantage

Relevance of new solution

Behaviour change

Activation

Identification

Social effects peer group

UX

Enablement

Category participation

Pass Fail

Apple Pay/Watch might be the long-awaited initial ignition for

Mobile Payment mass adaption in Germany

Mobile Payment Potential (in %)

Source: GfK ‚The Future of Mobile Payment‘; Base: 55.1m online users (n=937) resp. 11.9m potential Mobile Payment users (n=197); October 2014

100%

22%

6%

15%15%

Online

Population

Usage

and

Intent

Potential

Drivers of adaption (in %)


Smart Health


Smart Health – The Internet of Things and Wearables in

particular seem to have a bright future in Health as well

Source: GfK ‚The Future of Smart Health‘; Base: n=86 General Practioners, April 2014 ; Top 2-Boxes of usage/demand frequency resp. foreseen contribution on a 5-point scale

2015 – Smart Health is only somewhat of a topic

at the General Practioner

6%Prevention-

demand for Health-

Apps & Wearables

9%Therapy support-

demand for Health

Apps & Wearables

13%Private Use of

Health-Apps &

Wearables

12%Professional Use of

Health-Apps &

Wearables

6%Direct mobile

Health cooperation

today

2025 – Smart Health is believed to contribute

substantially

Foreseen

professional

use of Health-

Apps &Wearables

65%

12%


Smart Home


Smart Home Control Device Preferences (in %)

Source: GfK ‚The Future of Smart Home‘; Base: 1.4m Smart Home users (n=100) resp. 21.3m potential Smart Home users (n=1.449); November 2014

Smartphone

64% 72%Potential Users Users

48% 57%

Laptop/PC

Potential Users Users

Tablet PC


Smart TV


Wearables


Smart Home – It‘s all about control and the Smartphone is the

perfect Smart Control Device from consumers‘ point of view


Key take-aways


Key take-aways

The Internet went mobile App, yet many companies are still struggling to adapt their business in order to exploit the full potential of this ‘new’ channel

The IoT is bringing about even more disruptive changes, hence the need to

adapt is mission critical across a broad range of industries

Embrace the technological opportunities, but be mindful about the social

context your products, services, marcom and sales channels will be embedded in

Talk to us – our insights will help you to exploit the full potential of Mobile and

IoT, creating winning strategies that enrich your customers’ lives


If you want to learn more…


THANKS FOR YOUR ATTENTION!

Robert Wucher

Head of Technology and Digital Client Solutions

[email protected]

0911 395 2523

SMART MOBILE GESTERN, HEUTE UND MORGEN - GfK · Smart Health –The Internet of Things and...

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