1.
Kostas Houndas
Insight @ Tempo OMD Hellas
1st Greek Mobile
Barometer – 19 Things that
you always wanted to know
about mobile usage in
Greece but were too afraid
to ask.
Athens, 29/4/2014

2.
Tempo OMD introduces Mobile Barometer
Greece- Here we have some key findings
An annual comprehensive survey for mobile in Greece
1st wave: Introducing the mobile consumer
1st wave 2014
TEMPO OMD HELLAS
What is it about?
Smartphone usage & attitudes
Apps emergence & development
Mobile shopping
Interaction with TV

3.
6 10 17
30
38
2010 2011 2012 2013 2014 (Forecast)
Mobile Internet growth
6
12
22
32
4061
63 70 72 72
2010 2011 2012 2013 2014 (Forecast)
Smartphone PC/Lap top
Smartphone grows rapidly
Internet on the go
The –obvious- mobile opportunity
Source: Focus Web ID & Euromonitor
Base: Total population, Greece

4.
Smartphones sales volume exceeded that of feature
phones in 2013, while in 2016 mobile will be a smart
choice only
0
1000
2000
3000
4000
2011 2012 2013 2014 2015 2016
Feature phones Smartphones
Forecast sales of mobile phones: Volume 2011-2016
(Thousands)

5.
The goal of this research is to bring new learning to the industry and
bring up growth of MOBILE channel advertising by studying
smartphone/tablet personal experiences driving demand & desire
Mobile Barometer Greece reveals the facts, trends
and expectations of the mobile market in Greece

6.
Survey Basics:
We conducted a large scale online &
mobile survey in 3.500 Greek consumers
 Men & Women 18-54 y.o. all over Greece
1.700 respondents via online panel (with 2 external partners)
Online interviews via Snapshots, OMD’s exclusive research platform
 1.000 respondents via Mobile survey (Pollfish)
 800 respondents via web invitations, Facebook & GDN

7.
1. Electronic devices penetration is impressive
…. Despite the recession
Smartphone
Tablet
Feature phone
Base: 18-54, Internet Users

8.
2. Surprise: Smartphones and Tablets are not the
same audience
Men 60%
Women 40%
35-54 y.o.
Mainly married
Mean annual income: € 28.000
(+55% above average)
Men 55%
Women 45%
18-44 y.o.
Mainly singles
Mean annual income: € 23.000
(+28% above average)
51%
penetration 10%
penetration

9.
3. Internet Usage? How do they go
online?
27%
Mobile Provider 44%
Wi-fi 29%
Both Channels
Base: Smartphone/Tablet Users

10.
4. Where do they use their
smartphones and tablets?
74% at home
On the go (out of home) 65%
Base: Smartphone/Tablet Users

11.
5. Which Screen? Mobile Internet usage is higher than
TV for the day, remaining high during TV’s prime time
Base: Smartphone/Tablet users

12.
We identified Four main areas of
use

13.
TV ONLINE
ONLINE GAMES
SPORTS ONLINE
VIDEOS ONLINE
WEB RADIO/MUSIC
SOCIAL NETWORKING
ENTERTAINMENT
6. Let me Entertain YOU. What
are the top Activities.
Base: Smartphone/Tablet users

14.
STOCKMARKET NEWS
READ SPORTS
READ THE NEWS
WEATHER FORECAST
7. I need to know. What exactly? Most
users get the following info via mobile
Base: Smartphone/Tablet users

15.
WEB BANKING
PLAN TRAVEL TRIPS
COMPARE PRICES
TAXI APPS
CHECK IN/LOCAL
MAPS/ROUTES
8. Isn’t that Useful? Main
activities/ utilities via mobile.CONVENIENCE
Base: Smartphone/Tablet users

16.
BUY TRAVEL TICKETS
FOOD DELIVERY
E-TICKETING
(CINEMA, CONCERTS, etc.)
BUY PRODUCTS ONLINE
9. Ka-Ching. They Shop. What are
they buying(last 6 months)
SHOPPING
Base: Smartphone/Tablet users

17.
10. No Surprises. The most favorite things to
do with your smartphone are:
SOCIAL NETWORKING
GAMES
READ THE NEWS
READ SPORTS
Base: Smartphone/Tablet users

18.
|
11. And the most favorite apps Greeks users have…
Base: Smartphone/Tablet users

19.
12. Categories of Games they love…
Strategy
Adventure
Cards
Boards
Educational
Action Arcade
Puzzles
Base: Smartphone/Tablet users

20.
13. “Is the Price Right?”
40% will use their mobile devices to take advice
before they decide to buy a product or service
Will use most of the times their mobile as an advisor
before they decide to buy a product or service
Will use some times their mobile as an advisor before
they decide to buy a product or service Base: Smartphone/Tablet Users

21.
14. Mobile shopping is on the rise.
41% say they have purchased a product/service via mobile
32%
28%
32%
8%
Yes, many times
Yes, some times
Yes, few times
Never
Via any device Via Mobile
5%
12%
24%59%
Mean spending:
444€ (last 6 months)
Mean spending:
138€ (last 6 months)
Base: Smartphone/Tablet Users

22.
It’s a fact of life for television

23.
MOST OF THE TIMES
FEW TIMES
ALMOST NEVER
15. They Multiscreen. What are they doing though
while Multi-screening?
Base: Smartphone/Tablet Users

24.
Complementing or distracting experience?

25.
New approaches for broadcasters
Opportunity to build
loyalty and drive
ratings growth

26.
Positive implications for advertisers

27.
High-End are the older
ones with the 2nd
highest income…
while Own Pacers are
younger with the
highest income.
Practical & Followers
are relatively the
younger ones with the
lowest income levels.
16. “Who are you again?” Is it
Linear Demographics or not?

28.
Practical appear to
be a premium
group when it
comes to food
delivery & planning
travel trips, like
High Ends
17. Captain Obvious: The Practical
lot like to order and plan trips
through their smartphones.

29.
Practical & Followers
are more into
groceries mobile
shopping, while
High-End &
Own-Pacers into
e-ticketing
18. Own-Pacers love the tickets.

30.
Practical appear to
be more engaged
with talent shows,
while Followers with
TV series.
19. Various shows engage with different
people. Just like in real life. Wow.

31.
Questions?
Kostas Houndas
houndas@omd.gr