Affluent connection REACHING HIGH INCOME CONSUMERS WITH MOBILE BRAND ADVERTISING A research study by BBC Global News 1
2 Who and where?
SMARTPHONE / TABLET USERS SURVEYED SWEDEN UNITED STATES GERMANY INDIA HONG KONG AUSTRALIA Source: Affluent Connection, Millward Brown, 2013 3
WE TALKED TO THE INFLUENTIAL Affluent consumers The top 20% income earners, mirroring Ipsos PAX and EMS surveys and we compared them to the General population WE WORKED WITH THE BEST Millward Brown a leading research agency specialising in advertising, media, digital and brand equity research Source: Affluent Connection, Millward Brown, 2013 4
AFFLUENTS LOVE NEW TECH SMARTPHONE TABLET Latest generation Older generation Large Small 20% 6% 5% 5% 29% 3% 22% 13% Source: Affluent Connection, Millward Brown, 2013 Q3. What type(s) of mobile devices do you currently use? By mobile phone we mean a device which you make calls and/or texts on. By tablet, we mean your mobile device which typically uses touch screen and requires WiFi to connect to the internet Q3a. Please name the specific make and model of your main mobile phone?. 5
6 Upwardly mobile
HOURLY ACCESS 2x At least once an hour 39% access the internet on mobile devices 18% higher than the general population Latest generation users are twice as likely to access the internet hourly versus users of older generation Source: Affluent Connection, Millward Brown, 2013 Q6. Which of the following best describes how frequently you access the Internet (excluding apps) from your mobile device? 7
GETTING THE JOB DONE Compared to the general population 36% more likely to agree that their mobile phone is the primary tool for organising their work life 27% more likely to use their mobile phone for business 35% more likely to agree that an increasing amount of work is accomplished on the phone Source: Affluent Connection, Millward Brown, 2013 Q17. Do you use your mobile device for business? Q31. When thinking of your mobile phone/tablet, please indicate how strongly you agree or disagree with the following statements. 8
TIME WELL SPENT 46% of those who use their phone for business spend over 50% of their time on work-related usage APAC region blazes the trail 54% Australia 53% India 53% Hong Kong Source: Affluent Connection, Millward Brown, 2013 Q18a. On a typical week day what percentage of your total usage of your mobile phone is work-related? 9
GETTING DOWN TO BUSINESS 51% use their mobile phone for business versus 10% who use their tablet 51% feel that their mobile is indispensible when they are on the go Versus 34% for tablet 59% say their mobile makes them more efficient versus 48% for tablet 44% state that their mobile is their primary tool for organising their personal life versus 31% for tablet Source: Affluent Connection, Millward Brown, 2013 Q.31. When thinking of your mobile phone, please indicate how strongly you agree or disagree with the following statements. When thinking of your tablet, please indicate how strongly you agree or disagree with the following statements. Q17. Do you use your mobile device for business? 10
SO, WHAT IS A TABLET FOR? Around a quarter of affluent consumers spend over five hours per week playing games and watching entertainment videos on their tablet Nearly a third spend over five hours per week social networking Source: Affluent Connection, Millward Brown, 2013 Q20 In a typical week, how many hours do you spend using a tablet? 11
THE MOBILE EVOLUTION 70 60 50 40 30 20 10 % agree with statement General population Affluent consumers Latest generation Mobile phone makes me more efficient Mobile phone is indispensible as I am always on the go Mobile phone is primary tool for organising personal life Mobile phone is primary tool for organising work life Source: Affluent Connection, Millward Brown, 2013 Q31. When thinking of your mobile phone, please indicate how strongly you agree or disagree with the following statements. 12
13 News on the go
ANY TIME, ANY PLACE 30% prefer mobile devices to their desktop for accessing news Compared to the general population 15% more likely to prefer using mobile devices than desktop for consuming current affairs or breaking news 28% for business/finance news 11% more likely to share news stories on a mobile than desktop My mobile gives me news quickly and instantly without having to switch on the PC. The size of the screen means it's easy to read, too. MALE, 28, GERMANY Source: Affluent Connection, Millward Brown, 2013 Q16. How much do you agree with the following statements? Q22. Thinking about how you use your mobile device compared to a PC or laptop; which of the following activities do you prefer using your mobile device for rather than a computer? 14
AFFLUENTS LOVE NEWS APPS 18% more likely to access news via an app compared to the general population 41% access news apps at least once a day 36% Travel, business and finance are more important Social networking apps Source: Affluent Connection, Millward Brown, 2013 Q27. Of the different types of apps installed on your mobile phone, how often do you use them? Q28. Of the different types of apps installed on your tablet, how often do you use them? Q29: You said you have a news app installed on your mobile device. Which method of accessing the news do you prefer? 15
AFFLUENTS LOVE EFFICIENCY Reasons they prefer apps Efficiency 57% It is easier to get news on my mobile device via the app and the app alerts me to breaking news. MALE, 31, USA Speed 20% Tailored look and feel 11% I can easily access news apps it s faster than browsing websites on your computer. MALE, 22, INDIA Source: Affluent Connection, Millward Brown, 2013 Q30: Which of the following best describes why you prefer to use an application rather than your browser? 16
YoY 2012/13 DRIVEN BY THEIR INCREASING APPETITE FOR NEWS ON THE GO If you could only use one device to consume news +15% mobile phones +9% tablets -17% desktop I ve always got my phone on me and I always keep up-to-date. FEMALE, 27, GERMANY Sources: Affluent Connection, Millward Brown, 2013 and Connecting The Story, InSites Consulting, 2012 Samples: 1,908 (InSites Consulting) and 3,000 (Millward Brown) Q15. If you could only use one device to consume news, which would it be? 17
CAPTIVATING THE AUDIENCE Skim or scan the headlines 2012 37% 2013 32% -13% Read / watch in depth 13% 16% +21% Sources: Affluent Connection, Millward Brown, 2013 and Connecting The Story, InSites Consulting, 2012 Samples: 1,908 (InSites Consulting) and 3,000 (Millward Brown) Q.14. How would you describe the way you consume news on each device? 18
THE END OF DESKTOP? 35 30 % preference for different news types on mobile versus desktop Current affairs/breaking news 25 20 Business/finance news2 15 10 General population Affluent consumers Latest generation Sports news Source: Affluent Connection, Millward Brown, 2013 Q22. Thinking about how you use your mobile device compared to a PC or laptop; which of the following activities do you prefer using your mobile device for rather than a computer? 19
DIGGING DEEPER 80 % consuming different news formats on mobile phone 70 60 50 40 30 20 Browse news headlines Read news articles Read articles connected to the main article 10 General population Affluent consumers Latest generation Source: Affluent Connection, Millward Brown, 2013 Q21. You said you use your mobile phone for news-related content. Which of these do you do when browsing news-related content? 20
OPENING UP A WHOLE NEW WORLD Latest generation Older generation Watch news videos 34% 31% +10% Watch live news streaming 23% 21% +10% Source: Affluent Connection, Millward Brown, 2013 Q21. You said that you use your mobile phone for news-related content. Which of these do you do when browsing news-related content? 21
AND IT S THE BEST OF BOTH WORLDS 35 % using smartphone to access news across the day 30 NON TABLET USERS 25 20 15 10 TABLET USERS` 5 0 Source: Connecting The Story, InSites Consulting, 2012 Q: For each device you have access to, please tell me, for a typical 24-hour period, when you would use it to access the news or consume the news during the week? Base: Tablet users: 2,014 / Non Tablet users: 1,596 22
23 Reaching far and wide
BE AHEAD OF THE FIELD Advertising on mobile will enhance brand perception as modern and dynamic 15% higher than the general population Source: Affluent Connection, Millward Brown, 2013 Q40. To what extent do you agree or disagree with the below statements? 24
BUT MAKE IT PERSONAL Seeing an ad on my mobile device makes me think the brand is... Latest generation Older generation Trustworthy 29% 23% Appealing 32% 25% In touch with my needs 32% 27% For someone like me 31% 24% High quality 29% 23% Desirable 29% 25% Innovative 33% 24% Reputable 29% 24% Source: Affluent Connection, Millward Brown, 2013 Q38. Please select how much you agree or disagree with the below statements. Seeing an ad on my mobile device for a brand makes me think that the brand is 25
READY TO RECEIVE Free content: Relevance: 41% Affluents are 18% of affluents are happy to see ads on mobile websites as long as the content is free more likely to share their location to get relevant services than the general population Source: Affluent Connection, Millward Brown, 2013 Q.31 When thinking of your mobile phone, please indicate how strongly you agree or disagree with the following statements. I am willing to see ads on mobile websites as long as the websites are free to access I am willing to share my location to get more relevant services and offers on my mobile phone. 26
MOBILE IS NOW AS ACCEPTED AS DESKTOP +27% uplift compared to the general population % affluents have a positive attitude towards advertising 18% 19% 20% Source: Affluent Connection, Millward Brown, 2013 Q32. And how would you characterize your attitude towards each of the following types of advertising? 27
UNDIVIDED ATTENTION 61% 72% Source: Connecting the Story, InSites Consulting, 2012 Base: affluent consumers with tablets: (base 1,596) Q: For each of the following actions, how much attention do you pay to them while doing so? (1 Paying very little attention to 5 Paying full attention ) 28
29 Mobile advertising delivers results
30 MAKING OUR MARK
31 Delivering a winning campaign
MOBILE DRIVES BRAND AWARENESS AND POSITIVE PERSUASION TOTAL POPULATION MOBILE Ad Awareness +59.5% Aided Brand Awareness +7.9% Message Association +47.8% Brand Favourability +6.1% Purchase Intent +8.4% Average change in metrics per mobile campaign among all respondents globally Source: AdIndex for Mobile Norms through Q4/2012; Overall Mobile N=114, campaigns, Sample = 436,016 Change = Exposed-Control 32
TWICE THE POWER OF DESKTOP +59.5% +47.8% +7.9% +6.1% +8.4% % Ad Awareness Aided Brand Awareness Message Association Brand Favourability Purchase Intent +3.0% +2.6% +2.9% +12.7% +11.8% Average brand metric changes for mobile and online campaigns Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control 33
FOUR TIMES THE POWER OF DESKTOP +71.4% % Ad Awareness +12.7% +63.2% +12.5% +16.8% +4.7% Aided Brand Awareness Message Association Brand Favourability Purchase Intent +2.4% +16.2% +3.3% +2.7% Average brand metric changes for top 20% income earners: mobile vs. desktop campaigns Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control 34
TWICE THE POWER FOR AFFLUENTS % +71.4% Ad Awareness +49.1% +4.7% Aided Brand Awareness +4.5% +63.2% +12.5% +16.8% Message Association Brand Favourability Purchase Intent +32.4% +3.4% +4.7% Average brand metric changes for mobile campaigns: top 20% vs. rest of population Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control 35
THE PRIME FORMATS Interstitial Banner (300x50) MPU Banner (300x250) Sponsorship Button Pre-roll 36
AFFLUENTS SEE ADVERTISING FORMATS MORE POSITIVELY Very favourable / somewhat favourable Affluent Consumers % uplift versus general population Pre-roll 40% -% MPU 39% +15% Full-Page Interstitial 32% +10% Sponsorship Button 28% +22% Banner 28% +22% Source: Affluent Connection, Millward Brown, 2013 Q.44 Overall, how favourable was your experience with the above advertising? 37
THEY PAY ATTENTION Paid attention to the ad Affluent Consumers % uplift vs general population MPU 80% +1% Full-Page Interstitial 79% +3% Pre-roll 76% -5% Sponsorship Button 70% +6% Banner 69% +1% Source: Affluent Connection, Millward Brown, 2013 Q.45 How much attention did you pay to the advert? 38
AND TAKE POSITIVE ACTION 11% more likely they would like, follow or comment about the brand on Facebook or Twitter 12% 21% more likely to visit the brand s website 18% more likely to recommend a brand to friends/family more likely to look for the brand in a store or purchase the product / use the service Source: Affluent Connection, Millward Brown, 2013 Q48. After viewing the ad, how likely are you to: Like, follow or comment about the brand on Facebook or Twitter? 39
IT S WHAT YOU DO THAT COUNTS A third have interacted with a mobile ad in the last four weeks Acted on seeing an ad on their mobile phone in the last four weeks Banner ads on mobile 29% Acted on seeing an ad on their tablet in the last four weeks Banner ads on tablet 29% Full-screen ads on mobile 28% Full-screen ads on tablet 27% Video ads on mobile 29% Video ads on tablet 29% Source: Affluent Connection/ Millward Brown, 2013 Q35. More specifically, in the past 4 weeks, which of the following actions have you taken as a result of seeing one of the below formats of advertising? 40
CATCH UP WITH YOUR AUDIENCE Recognise the common values of affluent consumers. Understand how they spend their time and be where they are Mobile advertising is effective, even more so among affluent consumers Affluent consumers engage and take action with mobile advertising Technology is driving the change - a faster adoption of the trend is vital 41
42 Appendix
43 The BBC Audience
BBC USERS LOVE THEIR MOBILES BBC audience is 31% more likely to own the latest handsets 80 70 60 50 40 30 20 10 General population % agreeing with statement Affluent consumers Top-end handsets BBC General population BBC Affluent consumer Mobile phone makes me more efficient Mobile phone is indispensible as I am always on the go Mobile phone is primary tool for organising personal life Mobile phone is primary tool for organising work life Source: Affluent Connection, Millward Brown, 2013 31. When thinking of your mobile phone, please indicate how strongly you agree or disagree with the following statements. 44
GETTING THE JOB DONE Compared with other affluent consumers they are: 37% 70% more likely to use their phone for work more likely to agree that an increasing amount of work is accomplished on the phone Source: Affluent Connection, Millward Brown, 2013 Q.6. Which of the following best describes how frequently you access the Internet (excluding apps) from your mobile devices? Q17. Do you use your mobile device for business? Q31. When thinking of your mobile phone/tablet, please indicate how strongly you agree or disagree with the following statements. 45
BBC USERS LOVE NEWS ON THE GO Half of the BBC audience prefer using their mobile devices to their desktop to access the news 100% more likely to discuss interesting news stories with others in online chat forums/blogs than other affluent consumers 65% more likely to share news stores on their mobile device than their desktop Source: Affluent Connection, Millward Brown, 2013 Q22. Thinking about how you use your mobile device compared to a PC or laptop; which of the following activities do you prefer using your mobile device for rather than a computer? Q27. Of the different types of apps installed on your mobile phone, how often do you use them? 16. How much do you agree with the following statements? 46
AND EXPECT RICHER CONTENT Watch news videos 24% 43% +79% Watch live news streaming 16% 32% +100% Source: Affluent Connection, Millward Brown, 2013 Q21. You said that you use your mobile phone for news-related content. Which of these do you do when browsing news-related content? 47
BUILDING BRANDS WITH BBC MOBILE Compared with other affluent consumers those using the BBC are twice as likely to agree that: brands should be advertising on mobile brands who use mobile advertising are more desirable mobile advertising helps them connect to brands Source: Affluent Connection, Millward Brown, 2013 Q22. Thinking about how you use your mobile device compared to a PC or laptop; which of the following activities do you prefer using your mobile device for rather than a computer? Q27. Of the different types of apps installed on your mobile phone, how often do you use them? 16. How much do you agree with the following statements? 48
DRIVES BRAND AWARENESS AND POSITIVE PERSUASION Aided Brand Awareness + 2.9 Ad Awareness +11.4 Message Association +7.7 Brand Favourability +2.4 Purchase Intent +2.5 Average change in metrics per mobile campaign among all respondents Source: Millward Brown AdIndex for Mobile Norms through Q4/2012; Overall Mobile N=114, campaigns, Sample = 436,016 Change = Exposed-Control 49
TWICE THE POWER OF DESKTOP +11.4 +7.7 +2.9 +2.4 +2.5 Aided Brand Awareness Ad Awareness Message Association Brand Favourability Purchase Intent +2.0 +3.8 +2.1 +1.4 +1.1 Average brand metric changes for mobile and online campaigns Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control 50
AND FOUR TIMES AS IMPACTFUL FOR AFFLUENTS +16.0 +11.1 +3.0 +4.8 +5.4 Aided Brand Awareness Ad Awareness Message Association Brand Favourability Purchase Intent +1.9 +2.2 +1.5 +0.9 Average brand metric changes for top 20% mobile versus top 20% online income earners Source: MarketNorms for mobile, last 3 years, top 20% based on US income $75k+ (n=41 campaigns); MarketNorms for desktop, last 3 years, top 20%, US income $75k+ (n=664 campaigns) Change = Exposed-Control 51
POWERFUL ON ALL SMARTPHONES, BUT TWICE AS EFFECTIVE AMONG AFFLUENTS +16.0 +11.1 +3.0 +4.8 +5.4 Aided Brand Awareness Ad Awareness Message Association Brand Favourability Purchase Intent +1.6 +2.7 +2.0 +5.8 +10.5 Average brand metric changes for top 20% mobile versus top 20% online income earners Source: MarketNorms for mobile, last 3 years, top 20% based on US income $75k+ (n=41 campaigns); bottom 80% based on <$75k (n=97 campaigns) Change = Exposed-Control 52
MOBILE DRIVES BRAND AWARENESS AND POSITIVE PERSUASION TOTAL POPULATION MOBILE Ad Awareness 20.5 32.7 +59.5% Aided Brand Awareness 61.4 59.6 +7.9% Message Association 17.8 26.3 +47.7% Brand Favourability Purchase Intent 53.9 50.8 48.9 45.1 +6.1% +8.4% Exposed Control Average change in metrics per mobile campaign among all respondents globally Source: AdIndex for Mobile Norms through Q4/2012; Overall Mobile N=114, campaigns, Sample = 436,016 Change = Exposed-Control 53
TWICE THE POWER OF DESKTOP % +59.5% 32.7 20.5 Ad Awareness 33.8 30.0 +12.7% +7.9% 61.4 56.9 Aided Brand Awareness 74.7 72.5 +3.0% +47.7% 26.3 17.8 Message Association 19.0 16.9 +11.8% +6.1% 53.9 50.8 Brand Favourability 46.8 45.6 +2.6% +8.4% 48.9 45.1 Purchase Intent 39.1 38.0 +2.6% Exposed Control Average brand metric changes for mobile and online campaigns Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control 54
TWICE THE POWER FOR AFFLUENTS % +71.4% 38.4 22.4 Ad Awareness 44.7 42.7 +49.0% +4.7% 66.2 63.2 Aided Brand Awareness 48.3 46.7 +4.7% +63.8% 28.4 17.4 Message Association 23.3 17.6 +32.9% +12.5% 43.2 38.4 Brand Favourability 59.8 57.2 +3.4% +16.8% 37.5 32.1 Purchase Intent 31.9 21.4 +4.7% Exposed Control Average brand metric changes for mobile and online campaigns Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control 55
FOUR TIMES THE POWER OF DESKTOP % +71.4% 38.4 22.4 Ad Awareness 32.8 29.1 +12.7% +4.7% 66.2 63.2 Aided Brand Awareness 80.5 78.6 +2.4% +63.8% 28.4 17.4 Message Association 16.5 14.2 +15.5% +12.5% 43.2 38.4 Brand Favourability 47.6 46.1 +3.3% +16.8% 37.5 32.1 Purchase Intent 38.0 37.0 +2.4% Exposed Control Average brand metric changes for top 20% mobile vs. Top 20% online income earners Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control 56