Applying mobile advertising and mobile marketing using data to understand consumer behaviour

1. Everyone wants a Batphone
Nick Lane, chief strategy analyst, mobileSQUARED

2. Consumer
brand

4. Usage
Cinema
Radio
TV
Print
PC/laptop
Mobile
#1
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Cinema Radio Print TV PC/laptop Mobile
Hours
Media contact per annum
Mobile: 16 hours per day

5. Reach (noise)
iPhone
Android
Mobile internet
Messaging

6. Reach
Total US consumers
300, 614,051
Mobile Internet
98,514,688
Apps
90,778,180

7. Reach
Total US consumers
300, 614,051
Mobile Internet
98,514,688
Apps
90,778,180
Messaging
169,480,080

8. $75,000
App: <20% downloaded >10,000 = $7.5 c.2a.c
Banner: 375,000 ads served, avg CTR = <1% = $20 c.2a.c
SMS: 1.5 million messages; 1.35 million read in 3 mins = $0.05 c.2a.c

9. Stage 1: C.R.M.

10. Stage 2: CRM 2.0

11. Stage 3: BRM
Consumer is in control
Social media removes campaign-led dynamic
from advertising
Consumers controlling who can contact them:
BRAND RELATIONSHIP MANAGEMENT

12. Communication-based mechanism
Campaign 1
Time
Spend
Campaign 2
Campaign 3
Campaign 4
Interaction
Brand
Consumers

13. The mobile platform
Presence
Time
Spend
Campaign 1 Camp. 2
Ongoing communication
Camp. 3
Brand Consumers

14. US consumer's view on mobile advertising
I have clicked on the advertisement and went
on to purchase the item
I have clicked on the advertisement and
looked at the item advertised but did not buy
it
I have clicked on the advertisement and
looked at the item advertised on my mobile
phone and ended up buying it online using my
PC/MAC
I have not clicked on an advertisement on my
mobile phone yet because they are yet to
appeal
I doubt I will ever click on an advertisement
on my mobile
I have never seen an advertisement on my
phone
Mobile advertising

15. Apps in the long term
App
Time
Spend
Update 1
Ongoing communication
Brand ConsumersUpdate 2 Update 3

16. Total
GENDER AGE REGION
Male Female 18-34 35-54 55+ Northeast Midwest South West
A B C D E F G H I J
Download more than 5 apps a week and
use them frequently
9,018,422 12,926,404 5,411,053 16,233,159 9,018,422 601,228 9,319,036 8,717,807 9,920,264 7,515,351
Download 5 apps per month and use them
frequently
15,030,703 17,736,229 12,325,176 28,858,949 11,723,948 3,306,755 13,828,246 14,730,089 17,435,615 11,723,948
Occasionally download apps, but when I
do, I am a frequent user of the ones on my
phone
32,766,932 37,276,142 28,558,335 52,006,231 33,969,388 9,018,422 27,957,107 32,766,932 36,674,914 30,963,247
Occasionally download apps, and consider
myself an infrequent user
33,969,388 33,668,774 34,270,002 42,386,581 35,472,458 22,245,440 35,472,458 25,251,580 35,773,072 38,478,599
I don't download apps 91,987,900 89,883,601 93,791,584 70,043,074 90,484,829 119,043,164 92,589,128 94,994,040 92,288,514 87,779,303
I don't know how to download an app
17,435,615 12,024,562 21,944,826 9,319,036 20,141,141 22,245,440 18,638,071 18,638,071 17,736,229 13,828,246
My phone cannot download apps
100,705,707 97,098,339 104,012,462 81,767,022 99,503,251 123,852,989 102,810,006 105,515,532 90,785,444 110,625,971
App usage

17. 0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
1,000,000 250,000 200,000 100,000 10,000
% penetration of apps in 2012, iOs & Android
iPhone downloads
Android downloads
App usage

18. 2012?

19. 8%
92%
iPhone reach 2012
40%
60%
Featurephone reach 2012
17%
83%
Legacy reach 2012
16%
84%
Android reach 2012
Who’s got what
Reach of actual US mobile
users in 2012

20. 72%
28%
Messaging reach 2012
53%
47%
Mobile internet users 2012
50%
50%
Total app users 2012
53%
47%
Total Smartphone reach 2012
What are they doing?

21. Nick Lane
Chief strategy analyst
mobileSQUARED
nick@mobilesquared.co.uk