Online Publishers Association: Portrait of US smartphone users - Aug 2012
Mobile copenhagen presentation
1. 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
2. MediaCom’s intelligence and insight
specialists
Insight Collaboration Works closely with local
Insight teams
Specialists in both
qualitative and quantitative
research methods
Social Media Insights
Digital and Mobile Insight
Insight support on new
Carsten Lind Martin Lund
Head of Insight, Regional Manager business
EMEA Insight, EMEA Assist Global Accounts
@martinlundp
General insight intelligence
and resources allocation
3. What I am going to talk about today?
1 The Age of Multi screens
2 The Mobile Numbers
(Quantitative Mobile Insights)
The role of Mobile in
3 everyday life
(Qualitative Mobile Insights)
4. 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.
6. 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
7. 2%
1%
12%
1%
7%
79%
1 year ago
Mobile
E-reader
Work laptop
Tablet device
Throught my TV
Personnal laptop
LESS A DESTINATION
19%
7%
11%
3%
Today
18%
42%
AND AGAIN : THE WEB IS LESS AND
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?
10. We can always continue on a new screen with
the same task
11. Which put search under pressure as
consumers are expecting consistency
12. That’s why we say that multi screen has
become mainstream
13. 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..
15. Huge increases in Smartphone penetration
across markets!
2012
2011
51
UK 70%
30
45
Denmark 50%
30
44
USA 33%
31
44
Spain 42%
33
38
France 41%
27
29
Germany 61%
18
0 10 20 30 40 50 60
Base: Total Population
Source: OurMobilePlanet, Think With Google, Ipsos
16. And most smartphone owners are still
newbies
2012
First smartphone: Yes
2011
69
UK
75
64
Denmark
68
62
USA
70
68
Spain
74
62
France
73
72
Germany
76
0 20 40 60 80 100
Base: Smartphone owners
Source: OurMobilePlanet, Think With Google, Ipsos
17. ¾ of all Danes between 18-29 own a
smartphone
50+ 30-49 18-29
23
UK 69
75
22
Denmark 60
71
25
USA 55
58
24
Spain 55
63
19
France 44
70
16
Germany 31
59
0 10 20 30 40 50 60 70 80
Base: Total Population
Source: OurMobilePlanet, Think With Google, Ipsos
18. In Denmark we are relatively more
differentiated by gender than US & UK
Female Male
48
UK
54
39
Denmark
51
44
USA
43
38
Spain
51
34
France
42
25
Germany
33
0 10 20 30 40 50 60
Base: Total Population
Source: OurMobilePlanet, Think With Google, Ipsos
19. 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
21. But when it comes to our beloved TV here in
Denmark...
More Column2
entertaining than TV Rather give up TVup TV
Rather give
15
UK
21
12
Denmark
18
27
USA
33
27
Spain
25
21
France
23
16
Germany
22
0 5 10 15 20 25 30 35
Base: Smartphone owners
Source: OurMobilePlanet, Think With Google, Ipsos
22. 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
23. And extremely good at multitasking! (especially
when we’re watching TV..)
Parallel media/device usage while on smartphone
250
Other 4
3 17
10
21 16
Read a book
200 4
5 13 28 4 7
10 11
Read newspaper 14 16 5
or magazine 36 21 8
15 34 13
13
Play games 150 18 9
27 28
40 21 24
43
Watch movies 27 29
100 36 25
Use Internet on 53
43 51 47
another device 49
46
Listen to music 50
55 59 52 53
Watch television 37 43
programs
0
UK Denmark USA Spain France Germany
Base: Smartphone owners
Source: OurMobilePlanet, Think With Google, Ipsos
24. And maybe it’s good with our TV obsession
‘cause TV is a major Catalyst for Search on
smartphones
25. 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
26. 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
27. The role of Mobile in
3 everyday life
MOBILE COMMERCE HAS MORE THAN DOUBLED IN THE LAST
2 ½ YEARS
28. „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
29. 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
30. 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
31. 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
32. 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
33. 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
34. 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-device-
manufacturers/
…..… http://www.unanimis.co.uk/orange-exposure-2011
Hejjeghedder MartinJeger Regional Insight Manager I MediaCom, EMEA Dvstildaglig der sidderjeg med alle former for kvantitativesamtkvalitativeindsigter dog med mestfokus social insights samt digital og mobile insights fremfor de mere traditionelle discipliner, somjeg dog harbeskæftigetmig med tidligere.Desudensupportererjeg en del påinternationale NB’s samtglobaleaccounts rundtomkring I regionen..Min chef Carsten (deter ham her tilvenstre..) skulle have væretidag men kunnedesværreikkekomme da hanskulletil et megetvigtigtmøde I Cairo..Jegharderforfåetfornøjelsenaf at underholdejer den næste halve times tid med mobile indsigter, hvilket passer heltfint da jegsermigselvsomværendedet man kankalde digital native. Men ikkeså digital native som min 5 måndergamlesøn, hvismorligeharkøbt en case til min iphone, somgørdetud for rangle. Så nu sidderknægtenhveraftenoggumlerogsavlerpå (eller over) min iphone – haner da vidsthvad man kankalde en ægtefanboy
2. ikke mobil telefon numre3623 2798
Barcelona, TomBowman President BBC ADSBetyder at de ikke skelner mellem TV, Mobile, tabs osv. EN SKÆRM ER EN SKÆRM.Det vigtige er at content fungerer til alle screensno matter what. Blå Planet skal være lige så spændende på en iphone som 50” plasma.FORDI FORBRUGERNE FORVENTER AT FÅ EN EKSTRA OPLEVELSE AF AL CONTENTThe age of multi-screen is upon us. Just take a look around - there are more rich media enabled screens in our hands than ever before. The popularity of smartphones, digital billboards, internet connected TVs, and tablets has shifted the traditional consumer consumption model. As demand for content on the move has increased, so has the opportunity for the screens savvy marketer.There are consumers out there who may never use a desktop PC in its current form. Worldwide media tablet sales are forecast to total 118.9 million units in 2012 – that’s a 98% increase from 2011, and sales are only projected to increase. (Gartner Research).
Overflodafmuligheder for forbrugerene men også en overflodafmuligheder for brands..
Ipod, iphone 1 , ipad , iphone 4, iphone 5Der blev solgt 25iphone 5 i sekundet det første døgn..Pointen er imidlertidig at vi alle adapterer ny teknologi hurtigere og hurtigere. Og gud ved hvor mange ipda minis Apple allerede har solgt i de sidste 2 døgn..??
Ogsom vi nokalleharhørtførsåerInternettetikkemålet men midletMin kollegasagde for nyeligtilmig at han da ligevilleslådet op påInternettet. Pointener at Internettetog online mobiliteterblevetvigtigere end nogensindeførog I min optikeriOSfaktiskved at være et gammeltstyrsystemhvor man netop “slårnoget op påinternettet” for mig at se er apps someksFlipBoardfremtidenog for den sags skyldogsåMicroSoftsnyeWinfows 8..
Den konstante adgang til Internettet betyder ydermere at content bliver forbrugt og kreereret hurtigere og på endnu flere platforme end nogensinde før hvilket leder mig tilbage til the age of multiscreens.90% alle af media interactions er i dag baseret på en screen så man oprigitg begynde at snakke om ”firkantede” øjne.Det er derfor også paradoksalt at eks mobile ad spending kun står for 1% af den samlede mediespend når 9% af tiden er spenderet her.. (Vis papir avis)
Det konstante forbrug betyder også at vi tilgår vores screens flere steder end nogensinde før..
Så når vi kommer ned fra ISS kan vi altid fortsætte vores googling når vi kommer hjem igen
Hvilket gørsearch endnu mere vigitg end nogensinde før
Jeg har valgt her i den kvantitative del at tage udgansgpunkt i Googles OUR Mobil Planet. Jeg kunne også godt have valgt Gallup Index Dk udemærkede analyse fra i år – men da jeg ser mobile, som værende et globalt medie mener jeg at det metodisk vil være nemmere at benytte Mobile planet.Da jeg har en nørdet kvantitaiv baggrund har jeg brugt lidt tid på at validerer metoden bag og den er efter min overbevising helt valid.Også kan jeg også godt lide at ødelægge enhver god diskussion med facts.
45% af alle 18+Undersøgelsen tager ikke teeangere, børn og babyer med, som må antages efterhånden at udgøre en stor del af smartphone brugerne.
De unge vil inspirerers mens de gamle skal uddannes. På trods af min mor er på sin anden smartphone skal der godt nok meget forklaring til før hun har lært at spille wordfeud, som så til min fortrydelse har taget en smule overhånd..Det er ikke nok og tro at alle kender til QR koder og Augemented Reality..
I vores ellers så politiks korrekte køns neutrale land ser vi dog at mobilerne ikke er lige fordelt..Modsat USA
Men det er iPhone og Android der stjæler billedet10% symbian i 2011
Stats radio fonien = DR
Også lige lidt social..Her den anden dag meldte facebook også ud at de er begyndt at tjene penge hovedsageligt pga mobile..Dog meldte google så ud i går at de taber penge pga mobile.. Er billedet ved at vende??Facebook får dagligt over en milliard searches.Når nok om telefon numre
I kender det selv når man er ude at shoppe – man skal liiiiige se om man kan få det billigere..Brugt det selv meget da jeg købte BIL i foåret inden den ungen kom og nu her i diverse baby butikker eller messer så skal man lige se om det kan fås billigere anderledes et andet sted..Et studie jeg har fået for øre påstår at hvis prisen er bare 2.5% højere i butikken vælger man at købe online..
Nåh så slap vi alligevel ikke helt for tallene
Jayne her blev eksponeret for ROPO: RSEARCH ONLINE PURCHASE PFFLINE . Eg carsSvært at lave en generisk studie.. Men i ved hvor meget magt
Værste eksempel er nok den smarte gut der scorer en dame og tager på mallorca i en uge..
I kender det selv når man er ude at shoppe – man skal liiiiige se om man kan få det billigere..Brugt det selv meget da jeg købte BIL i foåret inden den ungen kom og nu her i diverse baby butikker eller messer så skal man lige se om det kan fås billigere anderledes et andet sted..Et studie jeg har fået for øre påstår at hvis prisen er bare 2.5% højere i butikken vælger man at købe online..
