MOBILE INSIGHTS. Mobile Copenhagen Martin Lund, Regional Insight Manager EMEA

Transcription

1 1 Mobile Copenhagen 2012 Martin Lund, Regional Insight Manager EMEA MOBILE INSIGHTS The Age of multiscreens The Mobile Numbers The role of Mobile in everyday life

2 Insight Collaboration 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 Carsten Lind Head of Insight, EMEA Martin Lund Regional Manager Insight, Insight support on new business Assist Global Accounts General insight intelligence and resources allocation

3 What I am going to talk about today? 1 The Age of Multi screens 2 3 The Mobile Numbers (Quantitative Mobile Insights) The role of Mobile in everyday life (Qualitative Mobile Insights)

4 1 The age of Multiscreens 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.

5 Number of Channels used Basically media fragmentation isn t new, but the future is going to be more fragmented and personalised iphone entered the market 2010 The ipad was announced s Rise of Department Stores 1990 Creation of the World Wide Web 1941 First TV Advert Broadcast 1924 First Commercial Radio Broadcast Internet Telco TV First Newspaper Ad Radio PR Retail Cinema 5 Outdoor Print Source: Millward Brown

6 Adoption speed and therefore change is accelerating Number of days to reach 1MM units sold , Source: Mashable, Apple, Google

7 Source : Global Web index, % of internet users globally, Wave 5, June 2011, Which of the following is your favourite device to access the Internet? Now / One year from now? AND AGAIN : THE WEB IS LESS AND LESS A DESTINATION 2% 1% 12% 1 year ago 1% 7% E-reader Mobile 7% 11% Today 3% 18% Personnal laptop Tablet device 19% Throught my TV Work laptop 79% 42%

8 Meaning that content are consumed and created via varieties of platforms

9 No matter where we are..

10 We can always continue on a new screen with the same task

11 Which put search under pressure as consumers are expecting consistency

12 That s why we say that multi screen has become mainstream

13 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..

14 SMARTPHONE PENETRATION

15 Huge increases in Smartphone penetration across markets! UK % Denmark % USA % Spain % France % Germany % Base: Total Population Source: OurMobilePlanet, Think With Google, Ipsos

16 And most smartphone owners are still newbies First smartphone: Yes UK Denmark USA Spain France Germany Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos

17 ¾ of all Danes between own a smartphone UK Denmark USA Spain France Germany Base: Total Population Source: OurMobilePlanet, Think With Google, Ipsos

18 In Denmark we are relatively more differentiated by gender than US & UK Female Male UK Denmark USA Spain France Germany Base: Total Population Source: OurMobilePlanet, Think With Google, Ipsos

19 Denmark is ios and Android land! Android Blackberry OS ios Other Don't Know UK Denmark 38 30% % 5 10 Spain Spain France Germany % 20% 40% 60% 80% 100% Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos 2011

20 SMARTPHONE USAGE

21 But when it comes to our beloved TV here in Denmark... UK Denmark More Column2 entertaining than TV Rather Rather give up give TVup TV USA Spain France Germany Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos

22 But we re still more online via our mobile than others.. Multiple times At least one None / dont know Number of daily online sessions on smartphone UK Denmark USA Spain France Germany % 20% 40% 60% 80% 100% Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos

23 And extremely good at multitasking! (especially when we re watching TV..) Parallel media/device usage while on smartphone Other Read a book Read newspaper or magazine Play games Watch movies Use Internet on another device Listen to music Watch television programs UK Denmark USA Spain France Germany Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos

24 And maybe it s good with our TV obsession cause TV is a major Catalyst for Search on smartphones

25 And 1/3 of all Danes have purchased a product/service on their mobile.. General Smartphone Activities Purchased UK 29 Denmark 33 USA 32 Spain 17 France 27 Germany Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos

26 We connect on social networks on the mobile every day Frequency of social network visits on smartphone Daily use UK 57 Denmark 54 USA 60 Spain 58 France 43 Germany Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos

27 3 The role of Mobile in everyday life MOBILE COMMERCE HAS MORE THAN DOUBLED IN THE LAST 2 ½ YEARS

28 REAL WORLD BRITAIN IS OUR NEWLY LAUNCHED INSIGHT TOOL. 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 Carefully selected to match MediaCom s key target audiences, our bloggers include people from all 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

29 project title 01: MCOMMERCE IS BECOMING MAINSTREAM 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

30 02: MOBILE IS USED ALL THROUGHOUT THE PURCHASE JOURNEY SO 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

31 03: IMPULSE SHOPPING IS VERY TEMPTING ON MOBILES MOBILE HAS THE POTENTIAL TO FACILITATE THOSE HOT MOMENTS WHEN PEOPLE ARE IN THE MOOD TO MAKE A PURCHASE

32 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

33 05: MOBILE IS MAKING TV SOCIAL AT A DIGITAL LEVEL TWEETING, 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

34 A fool with a great tool is still a fool

35 THANKS