Mobile Trends: The Rise of Smartphones in Jordan

Transcription

1 Mobile Trends: The Rise of Smartphones in Jordan Speaker: Ali

2 Why smartphones? How do you define smartphones?

3 2013 was a year where the inevitable happened: worldwide sales of smartphones exceeded those of feature and basic phones. Source: Gartner 2013

4 Out of the total 1.8 billion mobile devices sold to end consumers, roughly were smartphones. Source: Gartner 2013

5 Jordan is quickly catching up with global trends! In one year alone, smartphone penetration grew by a rate of 107% Average growth rates 1.6% 2.7% 18.9%

6 Jordan is also catching up with leading regional markets in smartphone penetration 6% 41% 79% 72% Base: mobile subscribers above the age of 15

7 In fact, smartphone penetration in Jordan is well on its way in exceeding that of feature phones and basic phones 59.2% 49.7% 41.0% Smartphone 40.3% 23.0% 28.0% Feature Phone 18.8% 22.0% 18.9% Basic Phone Base: mobile subscribers aged 15+ Dec Jul Dec. 2013

8 In comparison, PC adoption rate has slowed down considerably Base: total population aged % 29.3% 42.6% 35.6% 30.9% Desktop Smartphone Laptop 16.5% Dec Jul Dec. 2013

9 Welcome to the Post-PC Era!

10 51.4% We are reaching a tipping point where there will be more Smartphones as there are PCs Dec Jul Dec Jul. 2014

11 20% of the world s internet traffic currently comes from mobile, a figure that is expected to surpass desktop in the next 4 years. Middle East is one of the regions driving that growth Source: StatCounter 2013

12 In Jordan, 43% of the total mobile population have 3G access 80% of the smartphone population have 3G access smartphones are also becoming the primary internet access point

13 But why should advertisers care?

14 Mobile ad spending is taking off in more developed markets US Mobile Ad Spending, Billions In 2014 UK mobile ad revenue is projected to overtake that of newspapers for the first time. $11.33 $16.17 $21.53 $27.13 $1.48 $4.11 $ Source: emarketer 2013

15 But it is still Playing Catch Up In MENA 75% 70% Ad spend by media Daily Reach 2013 Use Mobile Internet regularly 46% 41% 18% 11% 4% 23% 2% 0.1% TV Data for UAE, KSA Daily newspapers Radio Internet Mobile Source: Ipsos MediaCT Statex, Ipsos MediaCT BrandPulse, Industry Estimates

16 Mobile is now the main driver of global ad spend growth. This is the first time in the past 20 years that a new platform is expanding overall media consumption without cannibalising any of the other media platforms

17 It plays nice with other screen-based platforms We simultaneously interact with more than one screen We use an average of three different screen combinations every day 81% 66% Smartphone & TV Smartphone & Laptop/PC

18 Smartphones are an important access point to social media platforms 70% of Smartphone owners are on one social network at least 70% 6%

19 Allowing for new opportunities to interact with consumers

20 The result? Growth without cannibalization 93% 90% 91% TV 33% 30% 28% 41% 32% Smartphone Radio 19% Dec Jul Dec. 2013

21 Not an additional media channel, but a more sophisticated one Geo- Location Geo- Fencing Location Graph Mobile Advertising is Dead.Long Live Smartphone Advertising!

22 Provides brands with ample opportunity to produce better & more engaging creative (active vs. passive engagement) 71% of Jordanian smartphone users download apps

23 But until we get there, what do you need to know?

24 Your audience. TV 50.5% of Smartphone owners are Compared to only 38% of TV viewers Compared to 37% of the Total Population Radio Compared to only 36% of radio listeners

25 Smartphone prevalence is increasing across all socio-economic segments 50.7% 35.1% 38.8% 27.0% 28.1% 16.9% 13.3% 20.6% 6.9% 9.9% SEC A SEC B SEC C SEC D SEC E Dec Jul. 2013

26 Deliver the right kind of format to the right kind of OS

27 OS market shares in Jordan 78% 9% 6% Others 6% Android offers more reach than all other platforms combined

28 The rise of Android and decline of Symbian 70.9% 78.0% 47.0% 45.9% 19.2% 6.4% 6.1% 8.8% Dec Jul Dec %

29 Different platforms for different audiences Universal Nationwide representation Middle SEC Students More likely to be students Rural Highest of all the three in terms of rural representation Lower SEC $ $ 57% of Android users Belong to More likely to belong to the Social Economic Classes B and C SEC D/E Housewives More likely to be housewives Amman Approximately 7 in 10 ios users are Amman residents Affluent More likely to belong to the SEC A segment Connected More likely to be data subscribers E English Apps More than half of Android users prefer English mobile Apps ع Arabic Apps 6 in 10 of Symbian users prefer Arabic mobile Apps E English Apps 7 in 10 ios users prefer English mobile Apps Tweeps More likely to be on Twitter

30 Optimize your ads for the devices that really matter

31 The market is driven by low-end & midrange devices 100% 26% High-end Smartphones e.g. iphone 5s Galaxy S4 HTC One 45% Mid-range Smartphones e.g. Samsung Galaxy Pocket Nokia C7 0% 29% Low-end Smartphones e.g. Huawei Ascend Nokia Asha 311 Note: devices segmented in accordance to price

32 We no longer talk about the smartphone revolution in Jordan in hypothetical terms it s unfolding right now. Adopted by younger consumers, and driven by lower prices, smartphones are quickly trickling down to other segments. Brands and advertisers will need to catch up the groundwork is there, it just needs to happen. And while we are beginning to understand smartphone users, there are still plenty of questions to answer

33 Coming Soon: Jordan s First Mobile Passive Measurement Panel Ipsos Application is downloaded onto mobile device Mobile Content Apps Social General Commerce Search & Portals Location In-Context Will provide an unprecedented peek into mobile behavior! Passively Monitored

34 Current Information Sources What is Live Mobile? Measurement of usage of smartphones using an ondevice meter Similar to meters that have been used on the desktop for many years When the software is distributed across a representative research panel we can report on smartphone usage based on actual behavioral data, rather than stated or claimed The metering system is distributed as a mobile app It captures activity on device which is then sent back to a central server as an encrypted log file

35 What is being measured? Location GPS Cell towertriangulation Network Signal Strength Wi-Fi Status Data Traffic Communications Received Dialed Call Duration SMS sent SMS received Browser Full URLs Search Terms Session- Duration Life Patterns Apps & Games Installed Uninstalled Session- Duration Movements & Travel Appointments & Calendar

36 The opportunities to leverage this data are endless! Segmentation/ Differentiation Exclusive content Applicationspecific plans Special packages Data tariff plans Services Mobile advertisements Application Design Relevant Content Self-care Customer Interaction Social media targeting Marketing activities Partnerships Location-based advertising Location-based services OTT & 3rd party partnering Billing & payments

37 Thank