Mobile 360: The Evolving Mobile Landscape in the Netherlands

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The mobile landscape
© TNS June 2013 Twitter: #Mobile360
The evolving
mobile landscape
Desirée van der Veen
Digital Research Consultant
TNS NIPO
June 2013

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© TNS June 2013 Twitter: #Mobile360 2

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Mobile Life Mobile 360
ACTIVE
MEASUREMENT
PASSIVE
MEASUREMENT

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Mobile Life draws on the behaviours, motivations
and priorities of 38,000 people in 43 countries,
800 in The Netherlands,
to develop recommendations on activating
a business and marketing strategy
via mobile.

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28%
5
Smart Device Omnipresence
42%
of the world now
has smartphones…
… up from
last year.

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45% of the European
62%and
That’s over 10 milion Dutchies
of the Dutch
already have a smartphone.

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Smartphone ownership has grown to almost two third
of mobile users in the Netherlands, especially amongst
teenagers
7
42
45
62 63 62
85
76
69
57
38
Global Europe Netherlands Male Female 16-21 22-30 31-40 41-50 51-60

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33%
of us now have tablets
up from 16% last year
compared to 12% worldwide

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… and another 18% expect to get one in
the next six months.
51
49 In 2013 more than half of
the Dutch own a tablet.

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99
62
33
62
75
16
23
13 18
7 13 9
Household ownership Intention to buy
Computing device ownership (laptops in particular) is still
leading, but smartphone ownership is catching up, particularly
tablets are potentially growing
10
TabletSmartphone LaptopDesktopMobile Smart TV

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While the majority of device time is still spent via PC younger
consumers are the most likely to spend larger proportions of time
on their mobile phones
11
27
15 19 17 20
28 28
21
14
9
4
4
7 7
7
7 9
9
6
5
31
41
40
34
45
45 41
40
38
38
36 37 30
36
24
17 18
26
37
43
3 2 5 6 4 3 4 5 5 5
Smart TV
Desktop PC
Laptop
Tablet
Mobile/smartphone

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Implication:
Mobile usage is
growing fast, but
keep presence on
fixed internet in
your marketing
strategy.

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30
19
19
24
47
30
50
53
62
58
33
45
…is an extension of me – I feel lost
without it”
…provides me with the tools that I need
to succeed in life”
…provides me with a constant source
of entertainment - I would be bored
without it”
…allows me to access information I
would not otherwise be able to
access”
…gives me access to the information I
need at the right place and time”
…is my most important piece of
technology”
Disagree Agree“My mobile…
While they might not view mobile to be as transformational as
people in other markets do, Dutch people do value the information
mobiles provide in the moment

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Having a more entrenched PC legacy, many Dutch don’t see
mobiles as their most important device, though younger working-
aged consumers tend to view their mobiles as more central to
their lifestyles
14
Global Europe Netherlands Male Female 16-21 22-30 31-40 41-50 51-60
54
38
30 27
34
45
39
30 26
20
23
35
45 49
42
37 34
39
52
58
Agree Disagree
%

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Mobile is regarded as the most
important piece of technology to
the youngsters,
It gives us access to the
information we need at the right
place and time

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As a result
We develop our own mobile
personal space

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Relevance
Independence
Convenience
Experience
Transparency

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Convenience
Consumers value mobile devices
because they offer the
convenience of being available
whenever and
where ever they are

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Independence
Mobile devices provide access to all
sorts of information on the go

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Relevance
Devices’ ability to meet
nearly all needs makes
them a core part of users’
lives.

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Experience
Smartphone design and
capability have rapidly
become the norm.

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Reassurance
The range of device
functions allows consumers
to delegate actions to their
devices.

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Convenience
• Mobile banking – to use anywhere
• LBS services – ability to find stores while
on the go
• Loyalty cards and payment integrated
into the phone – to save time and money
• Emails via mobile –
access from anywhere
• In-store WiFi capability – the
flexibility to connect while on
the go
Independence
Relevance • Information on the go
• LBS groupon delivered when
near stores of relevance
• Mobile advertising
Transparency
• QR codes for price comparison
• Barcodes for price comparison
• Consult independent product
reviews / peer reviews on SNS
while shopping
Experience
• Augmented reality to overlay on
advertising
• Mobile gaming – interactive
billboards
• Interactive games / QR codes to
raise brand awareness

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Augmented
reality
Combining reality and
virtuality, by adding al
layer of elements over
the real world

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The result
Multiple, often
simultaneous, access
points to the world,
And opportunities to message
to consumers directly

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Mobile 360 draws on the actual behaviours of more
than 1,000 smartphone and tablet users in
The Netherlands,
to develop recommendations on activating
a business and marketing strategy
via mobile

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Mobile 360
A 360° view on mobile consumer behaviour
31
20th of April - 20th of May 2012
Android (High End) n=432
Android (Low End) n=338
BlackBerry n=99
iPhone n=243

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What did we measure?
32
Voice SMS Mobile
websites
Mobile
applications +
1. Daily number of in- and
outgoing calls & messages
2. Daily time spent on voice &
sms
1. Daily time spent
2. Daily sessions
3. Daily data used

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Communicating: “How it all started”
33
4.6
1.9
10.3
4.0
8.5
Voice
SMS
IM
E-mail
Personal networking
Daily application face time
(# minutes per user per day)

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Communicating over time
34
Communication market face time during the day
(# minutes per user throughout the day)
Voice SMS IM E-mail Personal networking
0
0.4
0.8
mins.

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Applications and
online websites
account for an
average of
42
minutes
of market face
time per day for
smartphone users
Android (High End) 48 minutes
Android (Low End) 41 minutes
BlackBerry 36 minutes
iPhone 33 minutes

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19
41
10
0
1
1
3
1 2
36
Total/Day
42
mins.
Share of daily market face time – split by category
(# minutes per user/day/category)

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Applications and
online websites
account for an
average of
22
minutes
of market face time
per day for iPad users
Applications and
online websites
account for an
average of
42
minutes
of market face
time per day for
smartphone users

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4
3
1
8
0
1
1
2
1 1
Social Networking & Connecting Pure E-mail Multi-Media, Entertainment Gaming
Personal Interest Shopping Knowledge & Education News, Sport & Weather
Personal Admin Planning & Organising
19
41
10
0
1
1
3
1 2
38
Total/Day
42
mins.
Total/Day
22
mins.

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53%
of the Dutch access the
Internet via their mobile
using WiFi in a public area.
24%
agree that free WiFi has
encouraged them to use
data to communicate.
... In the meantime

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46 45
29
38 44
33 37
63
30
48
54 55
71
62 56
67 63
37
70
52
3G WiFi
3G
WiFi
18 minutes
a day
26 minutes
a day
Total daily
market time
Distribution in daily application time - 3G versus WiFi
(% of total minutes per category)

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Implication:
Opportunity for public and
retail WiFi hotspots.

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65%
Believe that mobile data is still too expensive.
As rates continue to come down, usage will grow.

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M-Commerce
32%
of mobile users have
performed banking
activities on their phones
and another 13% want to.

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12%
of mobile users have used their
mobile phone as a mobile wallet.
Paying for
products and
services via:

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... and another 23% want to.
Implication: Huge
potential
for mobile
commerce.

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Mobile is already
used throughout
the path to purchase:
Path to purchase

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33%
Research in store now
23%
Research in store at home
12%
Purchase via mobile now

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... and there is a string desire to do more.
33%
Research in store now
12%
Purchase via mobile now
27%
interest
15%
interest

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27% want to compare
prices in store.
28% want to scan a
barcode and receive
more information.

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23% agree that:
“I would prefer to access
product information and
reviews on my phone,
than to speak to a sales
person in a store”

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24% agree that:
“I trust the information that I can
access on my mobile phone more
than a sales person in a store”

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However
this trend
presents a
risk for
retailers...

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24% have used a
mobile for showrooming.
- Going into a store to test or examine a product but
subsequently purchasing the product somewhere else.

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All B2C brands need to
consider the role of mobile
in the path to purchase.
Implication:

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Mobile is app…
55
95% = app
Total market time spent on
applications versus websites
Excluded Voice, SMS and System applications

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And mobile is Web ….
56
0%
20%
40%
60%
80%
100%
1 10 100 1,000 10,000
Total spend time (hours) (App) Total spend time (hours) (websites)
Mobile apps Mobile websites

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Consumers are highly discerning about apps, tending to limit the
apps that they download, choosing free apps and deleting apps
that they don’t find useful – brands must provide clear value to
ensure app adoption
57
58
40
48
54
75
85
I don’t like to download too many apps
– they clutter up my phone
I often download apps that I stop using
after a few weeks
I find that apps are better than mobile
websites for accessing the content that
I want
I am annoyed when apps don’t contain
all the features that I can access via a
website
I only download free apps
I delete apps if I find that they are not
useful or entertaining
21
33
14
16
14
5
Disagree Agree

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Word of mouth is a huge driver of app downloads, but many
consumers are very function-oriented when they look for
apps, and some are open to exploring interesting and innovative
new apps
58
51
46
43
39
37
37
35
27
24
18
16
14
13
11
11
Looking for app that performed a specific function
Heard other people talking about it
To keep in touch with people more easily
Allowed me to get things done on the go
It was featured in the app store
I was bored and wanted to try something new
Allowed me to access content conveniently
Already a user/fan of the brand/website
I read about it in a review or a list of top apps
Lots of people were already using it
Allowed me to track some part of my life
To keep up with the latest new apps
I downloaded the app for someone else to use
Prompted to download when accessing the…
I saw the app mentioned in an advertisement

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Advanced functionality and connectivity features that provide
utility to consumers’ lives continue to have the strongest growth
potential
59
5
43
54
24
53
21
56
42
21
44
60
12
51
14
51
24
18
16
16
15
15
13
13
13
13
12
12
12
11
11
60
31
25
47
26
52
25
34
56
35
22
63
29
62
31
11
9
5
13
6
11
6
11
10
9
5
13
7
12
7
Home control via mobile
LBS/GPS
Emails
Scanning QR codes
WiFi connection at public areas
Microsoft Office programmes
WiFi connection at home
Synchronise phone content
Reading eBooks/magazines/newspapers
Listening to music
Browsing the internet
Speech to Text
Applications
Video calling
Calendar functionality
%
Using Interested Not interested Don't Know

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Access
anywhere, all
the time…
But how do you
reach that customer?

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SEARCH DOWNLOADS BOOKMARK

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Relevance
Independence
Convenience
Experience
Transparency
27%
13%
20%
16%
18%
8%

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6 ingredients for a mobile strategy
63
1. Build consumer journeys
2. Formulate KPI’s and how to measure success
3. Create a uniform brand experience across platforms
4. Begin with a responsive website
5. Maybe then apps….
6. Launch and iterate

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10.000
1.000
500
What’s next?
64
New developments:
Multi device panel

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More information
If you see an opportunity to engage your
customer further through mobile devices,
contact us for more information:
Desirée van der Veen
Digital Research Consultant TNS NIPO
E: Desiree.van.der.veen@tns-nipo.com
M: 06 3923 1280
65

Mobile 360: The Evolving Mobile Landscape in the Netherlands

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