Yahoo! Mexico's Mobile Modes Research
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Transcript of Yahoo! Mexico's Mobile Modes Research
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Mexico in the Mobile WorldTechnology, media, and how to connect
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...and 17MM
mobile internet users
W
ith 99MMc
ell phones
112MMinhabitants
Mobile Internet in Mexico: State of the Nation
Sources: INEGI ‘10, Cofetel ‘11, eMarketer ‘12
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2.0
14.0
Source: eMarketer, April ’12; PWC Jun ‘11
...and mapping the future
2015
2011
= 200% growth from 2011
Mobile internet users in Mexico
Mobile ad spend, US$m
2011 11.2 MM
2012 17.1 MM
2013 23.6 MM
2014 30.1 MM
37.7 MM2015
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Our Research Approach
Quantitative online survey of 750 mobile internet users in Mexico conducted with Ipsos.
• Aged 14-54
• Use the internet through their mobile device at least once a week
Sample profile
• 49% female, 51% male
• Average age 32
• 55% use a smartphone, 23% use a tablet
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Mobile internet is more convenient than home connections. ”
“
5
Meet the Mexican mobile internet user
55% I read newspapers or magazines less because I prefer to read this content on my mobile device.”
“
54% My mobile device is more entertaining than TV. ”
“
55%
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Mobile doesn’t replace PC
Only 31% say they’d rather give up their PC than their mobile.
...it’s a complement to it
78% visit websites on their mobile device and follow-up on their PC.
68% prefer websites that they can access from both a PC and a mobile device (not just from a PC).
Mobile internet coexists with the PC
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...and enables myriad activities
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Checked/sent email, 83%Viewed social network, 81%
Used IM, 88%Shared video, 50%
Shared photos online, 61%Posted/wrote on a blog, bulletin board, forum or chat room, 51%
Used Location based services, 58%Used video conferencing, 37%
Communication is key
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Found out about upcoming movies, 67%
Browsed or downloaded music, 59%
Used search engines to find information, 72%Looked up directory information, 69%
Looked for how-to information, 54%Read news articles on a portal or online newspaper, 68%
Watched a professionally made video, 54%Watched an amateur video, 59%
Read articles on a blog or forum, 68%
...and so is content
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Connect Search Entertain Manage Inform Shop Navigate
Connecting IM, email,
social media; sharing content
with friends
Using a search engine to find
specific information,
such as health- related or looking up something
local
Playing music or games and
viewing entertainment-related videos
and articles
Managing key aspects of daily life like a stock portfolio or paying an online bill
Reading news or
educational articles / videos
Purchasing or
comparing prices for goods or services
Using an online map or GPS system
These activities fall into 7 Mobile Modes
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Instant message
Check/Send email
View Or Update social networks,
Twitter etc
Use search engines to find
information
Look up local or directory
information
Research a topic for school or
work
Find out information
about movies
Listen to streaming radio or created music
playlists
Browse or download music
Read articles from blogs &
forums
Read articles/ headlines from
portals, newspapers, etc
Watch video
Plan and manage daily schedule
Plan and monitor my health
Make dinner plans
Compare prices when in a store
Compare products/ services
Browse retail/ shopping sites
Use an online map
Use an online GPS service
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Connect Search Entertain InformManage Shop Navigate
...which reflect different mindsets
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Connect Search Entertain InformManage Shop Navigate
97% 90% 89% 89% 83% 77% 81%
Socialising and passing the time are important
% of mobile internet users doing each of these on their mobile device
Mobile
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97% 90% 89% 89% 83% 77% 81%Mobile
13
Connect Search Entertain InformManage Shop Navigate
% of mobile internet users doing each of these on a PC or laptop
99% 97% 97% 92% 93% 94% 73%
Fixed-line internet is still the preferred channel
PC
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Mobile internet is growing in importance, and for many Mexicans, internet on the move is a part of their life.
It enables them to undertake myriad activities and themes, including communication, content and beyond.
These activities can be summarised into 7 Mobile Modes, which in turn reflect different needs and mindsets.
Summary: Mobile Modes
Mobile Modes and Beyond
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Connect Search Entertain Manage Inform Shop Navigate
The Mobile Modes
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0%
20%
40%
60%
80%
100%Aged 14-17 Aged 18-34 Aged 35+
Connect Search Entertain InformManage Shop Navigate
18-34s are heaviest mobile users across Modes
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%14-17 35+
Connect
Within Modes, behavior differs by age
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95%
55%read magazines and newspapers less because they consume content on their mobile devices
83% of mobile internet users use their mobile for reading and watching content (the “Inform” Mode)
of mobile internet users have downloaded content on their mobile device
Content is a key driver of mobile internet use
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83% of mobile internet users use their mobile for reading and watching content (the “Inform” Mode)
Music
National News
Movies
Local News
Humor
Top headlines
Weather
International News
TV
Video game-related
55%
45%
43%
42%
39%
37%
37%
35%
33%
31%
Types of content read through app or browser
Content read on phone
Entertainment and News are top genres for content
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National News
International News
Sports
Beauty, Fashion
Health
Celebrities, gossip
50%
39%
38%
8%
28%
17%
38%
32%
21%
37%
34%
29%
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Content read on phone
Men prefer
Women prefer
...but men and women read different things
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83% of mobile internet users use their mobile for reading and watching content (the “Inform” Mode)
Types of video watched
Music
Humor
Movie clips and trailers
News
Sports
Technology
Education/ How-to guides
Full-length TV shows
Full-length movies
Celebrity
76%
59%
49%
48%
40%
38%
37%
36%
35%
29%
Videos watched on phone
Mobile video is growing in importance
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Movie clips, trailers
Sports
Technology
Automotive
Beauty, Fashion
Educational/ How-to guides
Food
Celebrity
52%
51%
47%
29%
8%
32%
18%
26%
46%
25%
27%
8%
43%
42%
37%
34%
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Men prefer
Videos watched on phone
Women prefer
Again, there are gender differences
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67% download apps at least once a month
97% of Mexican mobile internet users say they use mobile applications
On average, mobile internet users in Mexico usedifferent applications on their mobile devices 19
Apps are important in the mobile experience
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28%
47%33% 33% 38% 37%
27%
46%
40%
47%39%
44% 42%
37%
26%13%
20%28%
18% 21%36%
Use an appUse bothUse browser
Connect Search Entertain Manage Inform Shop Navigate
Apps are most important for Navigate, Manage & Connect
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Mobile Modes and Beyond
Content, in all its forms, is a key driver of mobile internet use.
But in consumption of content, as in the Mobile Modes, there are demographic differences and nuances.
Apps are hugely important to mobile internet users, across the Mobile Modes.
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Mobile as a Marketing Channel
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Mobile advertising is more effective than (PC) online
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52%
30
I’m OK with mobile ads when they’re useful and relevant.
“
”
I’m OK with mobile ads if it means that I can access mobile content for free.
“
”
55%
49% After I see a mobile ad, I sometimes look for more information
“
”
...and mobile internet users appreciate ads’ value
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61%
38%
32% 31%26%
23% 22%
Type of ad recalled
Banner/ graphical
ads
Ads within mobile search engine listings
Video adsText message/SMS ads
Click-to-video ads
Click-to-call ads
Location based ads
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50% of mobile internet users remember
seeing an ad on their mobile
...of whom 54% have clicked on
an ad
Mobile ad recall and response are high
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50% of mobile internet users remember
seeing an ad on their mobile
45%
55%
65%
75%
Connect Search Entertain InformManage Shop Navigate
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…but recall varies by Mode
Q. What were you doing on your mobile when you saw the ads?
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51%
51%
47%
42%
41%
22%
22%
22%
24%
25%
There are some basic principles of mobile advertising
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Ads relevant to my location Ads with broader focus
Ads in a free app Ads in a paid app
Ads relevant to my interests & background
Ads with broader focus
Ads that offer me something in return
Ads without an incentive
Ads that lead to a mobile-optimized site
Ads that lead to the PC version of a website
The ads that would catch mobile users’ attention
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49%
45%
42%
41%
40%
23%
28%
26%
24%
32%
…and some creative preferences
The ads that would catch mobile users’ attention
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Ads that build a stronger connection with the brand
Ads that just focus on the product
Ads that use bold colors or design
Subtle, discreet ads
Interactive ads Simple, non-interactive ads
Entertaining ads Serious ads
Simple ads with little information
Ads with a lot of detailed information
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Connect
Very high ad recall; opportunity for the best ads to be shared with friends.
Search
Very goal-driven – searching for something, and search ads perform well when they help guide users to their end goal.
Entertain
More about passing the time, so receptivity to ads is higher. Eye-catching, entertaining ads that offer a reason to interact are good.
Manage
Goal-oriented activities; ad recall is higher, but ads should be relevant to the current task.
Shop
Low ad recall, but activities include price comparisons, looking for stores etc.
Navigate
Ad receptivity at its lowest; high app use, but potential for contextually relevant ads.
Inform
About staying informed and up to date through trustworthy content. Ads should reflect this and their environment
Lowest ad recall
Highest ad recall
Optimizing ads by Mobile Mode
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In Closing
Mobile internet is growing, and will be a significant driver in the growth of online adoption – for consumers and brands.
The mobile internet enables myriad activities, but can be grouped into 7 key Mobile Modes.
...which reflect different mindsets, motivations and behaviors.
Marketing, in turn, needs to reflect these Modes, and the drivers behind them, in order to stay relevant and engaging.
Proprietary and Confidential. ©2012 All Rights Reserved
Mexico in the Mobile WorldTechnology, media, and how to connect