Mobile overview 2013

Mobile Overview 2013
Private & Confidential. Odyssey 2013

Marketing on Mobile – Today’s Opportunity

Odyssey has summarised various recent reports issued by
ComScore, Mary Meeker, Google IPSOS and our own
campaign insight to offer our analysis and reflection on
where the mobile market is today
With the proliferation of smartphones, tablets, mobile content
and usage, audiences are are spending more time and attention
with their device
There are now over 1 million different apps available and 1
billion active smart devices around the world
Traditional media vehicles are under increasing pressure for
attention as users fill ‘grey time’ by snacking on mobile media
2/3 of all tablet time amongst 14-39’s is spent in front of the TV
This provides advertisers with a great window of opportunity to
effectively promote brand awareness across multiple markets
and drive sales


The Rise and Reach of Mobile


The Rise of The Smartphone

• 1 billion – Number of connected devices sold in the world today,
now outstripping PC sales.

• 42% of European consumers now have a smartphone. UK leads
with 60%.
• 75% of smartphone users used mobile media, up 62% yoy
• 10% of all web traffic is now mobile web.
Where we are today
1B Sales

• 42% of European consumers now have a smartphone. UK leads
with 51%.

• 6.6% of consumers own both a Tablet and a Smartphone in
Europe.

Source: Gartner, IDC, Strategy Analytics, BI Intelligence estimates Private & Confidential. Odyssey 2013

Global Smartphone + Tablet Shipments Exceeded PCs in
Q4: 2010

Source - 2012 KPCG Private & Confidential. Odyssey 2013

Global Smartphone + Tablet Installed Base Should
Exceed PC Installed Base in Q2: 2013


iPods Changed the Media Industry…iPhones Ramped
Faster…Now, iPad Growth 3X the iPhone

Source - 2012 KPCG, Apple as of Q3 12 Private & Confidential. Odyssey 2013

Android Smartphone Adoption Has Ramped Even Faster –
Nearly 6X the iPhone

Source - 2012 KPCG, Gartner, Morgan Stanley Research as of Q3 12 Private & Confidential. Odyssey 2013

EU5 Smartphone Penetration (% of mobile users)

48%
Germany
34%
Smartphone penetration across
Italy
51% EU5 has continued to rise in the
42% past year.

51% Across EU5 smartphone
France
38%
penetration has risen by 13%.
Oct-12
62% Oct-11 Smartphone penetration
UK
48%
increases by market are
accordingly:
63%
Spain - UK 14%
48%
- France 13%
- Italy 9%
55%
EU5
42%
- Germany 14%
- Spain 15%
0% 10% 20% 30% 40% 50% 60% 70%

3 Month Average Ending Oct 2012 vs. Oct 2011. Total EU5 Smartphone Subscribers (UK, DE, FR, ES & IT), Age 13+

Source: ComScore MobiLens 2012 Private & Confidential. Odyssey 2013

Top Mobile OEMs EU5 Smartphone Subscribers
3 Month Average Ending Oct 2012
vs. Oct 2011
Total EU5 Smartphone
2011 2012 7.8%
Subscribers (UK, DE, FR, ES &
9.4% IT), Age 13+
16.2%

8.9%
10.7% 30.4%

20.5% 17.8%

30.2%

20.6%

• The past year has seen a huge shift in manufacturer share which was predicted in advance.
• Samsung’s share has doubled to Nokia’s expense, which has halved.
• HTC and RIM are down slightly, which we will continue to see slide
• Although Apple’s iPhone 5 sales have been down, they have held share and the rumors to launch a
‘budget’ iPhone in 2013 which will surely help grow share and compete with Samsung.


Top Smartphone OS – EU5 Smartphone Subscribers
3 Month Average Ending Oct 2012 vs. Oct 2011
Total EU5 Smartphone Subscribers
(UK, DE, FR, ES & IT), Age 13+

2011 2012
6% 5%
8%
9%
28%
Google
Apple 17%
47%
Symbian
RIM
33% Microsoft

21% 21%

An interesting picture here regarding OS market share. What once was the leader across EU5
at 33% in 2011, Symbian has fallen to 17% whilst Google has continued to increase by a
massive 19% through the success of Android. Apple has remains consistent.


Media Consumption on Mobile


Global Mobile Traffic Growing Rapidly to 13% of Internet
Traffic

Source: Statcounter Global Stats 11/12 - KPCB Private & Confidential. Odyssey 2013

Filling Grey Time into Prime Time
• Our mobiles are always connected, always with us and always on.
• Apps have become a key feature in the consumers daily lives, filling grey time into prime time.
• Mobile and iPad inventory spikes in the evening and matches TV prime time.
• Traditional media faces increased competition for attention, opening up the ‘duel screen debate’.

Comscore EU5 2012 Private & Confidential. Odyssey 2013

Smartphone vs. Tablets by Age and Gender

The average 13-34 year old cinema audience represents 72% of all the smartphone users and 59%
of tablet users.
To reach older audiences, tablets become a key device to target due to its increasing popularity
among this audience.

Source: Flurry Analytics, November 2012. Private & Confidential. Odyssey 2013

Regular use of selected communication media
Today, mobile media consumption is rapidly increasing globally becoming as popular as traditional and in
most markets has overtaken both national and local newspapers. We are seeing the consumer
adaptation timeframe close as media owners invest their mobile offering.

100% 95% 95%
93% 93% 94%
91%
89%
90% 87%
84%
78% 79% 79%
80% 76% 76%
69%
70%
62% 62%
57% 58%
60% 55% 54%
52% 51% 50%
50% 47%
44% 43%
41%
40% 37%
30%
30%

20%

10%

0%
Watch TV Listen to the radio Use a Smartphone Use the internet via a Read national Read local newspapers
computer/laptop newspapers
UK FR IT DE ES

Source: OfCom Consumer Research, September 2012 Private & Confidential. Odyssey 2013

Time spent per app category

According to Flurry, 43% of time spent in
mobile apps is spent in games.
The average US consumer spends 55
minutes per day on mobile gaming across
tablets and smartphones, which is 76% of
the total time consumers spend on gaming.


Mobile Apps Consumption Increases

Web browsing and TV consumption in
the USA has remained fairly
consistent over the past 3 years.

Important to note is the dramatic
increase in time spend on mobile
apps which has increased year on
year; 42% Y1, 35% Y2.

Source – Comscore US, Flurry, Bureau of Labor Statistics. Private & Confidential. Odyssey 2013

Game categories by demographics

Quadrant I is largely comprised of middle-aged
females that play games.

Quadrant II shows that males are not extending
into the same 40+ average age-range as female
players. Casino/Poker tend to attract older
males the best.

Quadrant III is undoubtedly the hottest sector of
the mobile gaming market, with young, male
“core” gamers pausing their console gameplay
sessions to increasingly play mobile games.

Quadrant IV shows younger females adopting
games that feature more involved gameplay than
those played by the middle-aged crowd. While the
youngest users enjoy the quick solo experience of
the Endless genre, the late twenties/early thirties
crowd are diving deeper into game mechanics and
making it a social experience.


The Mobile Advertising Market


2012 - Ad Spending vs. Consumer Time Spent by Media

• Reaching the Masses - Audiences are migrating to mobile at a fast rate (10% of all web traffic
accessed via a mobile device.

• In 2012 Mobile accounted for 23% of consumers time, yet only 1% of ad spend is on mobile

• With supply outstripping demand, this provides a great window of opportunity to reach your
audience via a cost effective media channel

Comscore EU5 2012 Private & Confidential. Odyssey 2013

Mobile Monetization Growing Rapidly (66% apps, 33% ads)

Mobile Applications are driving the market. We see this reaching a peak and slowing where
mobile advertising will continue to grow and scale.


Mobile delivers Lowest CPCVV’s

Mobile video solutions deliver the lowest cost per completed video view’s in the
market, making the channel an effective media vehicle at driving brand engagement

$0.60

$0.50

$0.40
Search
Social
$0.30
Viral Video
Display
$0.20
Mobile

$0.10

$0.00
Cost per video view

Costing source: Search – Adwords, Social – Facebook, Viral Video – Go Viral, Display – YouTube, Mobile – Odyssey video ad formats
Note – Costs are an average and will depend on Market, targeting, performance variables


For more information please contact :-
0033 203 287 7990


Mobile overview 2013

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Mobile overview 2013