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
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, EMEA @martinlundp Insight support on new business Assist Global Accounts General insight intelligence and resources allocation
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)
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.
Number of Channels used Basically media fragmentation isn t new, but the future is going to be more fragmented and personalised 50 45 2007 iphone entered the market 2010 The ipad was announced 40 35 30 25 1890s Rise of Department Stores 1990 Creation of the World Wide Web 1941 First TV Advert Broadcast 1924 First Commercial Radio Broadcast Internet Telco TV 20 15 10 1704 First Newspaper Ad Radio PR Retail Cinema 5 Outdoor 0 1700 1750 1800 1850 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010 2020 Print Source: Millward Brown
Adoption speed and therefore change is accelerating Number of days to reach 1MM units sold 360+ 74 28 3 0,25 2001 2007 2010 2010 2012 Source: Mashable, Apple, Google
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%
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..
SMARTPHONE PENETRATION
Huge increases in Smartphone penetration across markets! 2012 2011 UK 30 51 70% Denmark 30 45 50% USA 31 44 33% Spain 33 44 42% France 27 38 41% Germany 18 29 61% 0 10 20 30 40 50 60 Base: Total Population Source: OurMobilePlanet, Think With Google, Ipsos
And most smartphone owners are still newbies First smartphone: Yes 2012 2011 UK Denmark 69 64 68 75 USA 62 70 Spain 68 74 France Germany 62 73 72 76 0 20 40 60 80 100 Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos
¾ of all Danes between 18-29 own a smartphone 50+ 30-49 18-29 UK 23 69 75 Denmark 22 60 71 USA 25 55 58 Spain 24 55 63 France 19 44 70 Germany 16 31 59 0 20 40 60 80 Base: Total Population Source: OurMobilePlanet, Think With Google, Ipsos
In Denmark we are relatively more differentiated by gender than US & UK Female Male UK 48 54 Denmark 39 51 USA 44 43 Spain 38 51 France 34 42 Germany 25 33 0 10 20 30 40 50 60 Base: Total Population Source: OurMobilePlanet, Think With Google, Ipsos
Denmark is ios and Android land! Android Blackberry OS ios Other Don't Know UK 29 23 30 10 8 Denmark 38 30% 1 46 46% 5 10 Spain 34 12 14 29 11 Spain 34 12 14 29 11 France 25 12 43 14 7 Germany 29 3 35 22 12 0% 20% 40% 60% 80% 100% Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos 2011
SMARTPHONE USAGE
But when it comes to our beloved TV here in Denmark... UK Denmark More Column2 entertaining than TV 15 12 Rather Rather give up give TVup TV 21 18 USA 27 33 Spain 25 27 France 21 23 Germany 16 22 0 5 10 15 20 25 30 35 Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos
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 52 34 14 Denmark 60 29 11 USA 58 30 12 Spain 50 34 18 France 48 39 14 Germany 44 41 16 0% 20% 40% 60% 80% 100% Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos
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 250 200 150 100 50 5 10 14 15 27 27 43 4 3 10 17 21 16 13 28 36 34 40 43 53 51 4 11 7 4 16 21 13 18 28 21 29 36 47 46 5 8 13 9 24 25 49 Watch television programs 0 55 59 52 37 53 43 UK Denmark USA Spain France Germany Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos
And maybe it s good with our TV obsession cause TV is a major Catalyst for Search on smartphones
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 26 0 5 10 15 20 25 30 35 Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos
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 45 0 10 20 30 40 50 60 70 Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos
3 The role of Mobile in everyday life MOBILE COMMERCE HAS MORE THAN DOUBLED IN THE LAST 2 ½ YEARS
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
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
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
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
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 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
A fool with a great tool is still a fool.............. http://www.migcan.com/ 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/ http://www.informatandm.com/handset-devicemanufacturers/.. http://www.unanimis.co.uk/orange-exposure-2011
THANKS