8. Media Reach (you know this)
5,917,400
3,658,400 3,680,427
365,528 539,000 500,000
Sunday Times StarHub Cable StarHub Max Online Internet Users Radio Mobile 3G
Subscribers
Various Sources including Neilsen, Mindshare Data, SingStat.
9. Reading
Magazines
/Newspapers
33
minutes
Listening to Radio
52 104 Using mobile
minutes minutes (ex SMS/calls)
THE AVERAGE MOBILE WEB
USER IN SINGAPORE CONSUMES
6 HOURS
OF MEDIA PER DAY
80
minutes
Watching TV
81
minutes
Online via
desktop/laptop
Sample size: n =925. inMobi & Decision Fuel
10. 11% In the
bathroom 15% 10% in a
18% Spending Shopping meeting
or class
time with family
60% Lying in bed
29% While watching
TV
48% Waiting 12% social
for something event
26% Commuting
For Singaporeans, mobile web time is “me” time: it’s usually a
personal rather than a shared media experience
14. Given the paucity of
time and fast
changing landscape,
users want to know
the latest beyond
the morning news
paper.
E-paper is not far
from being a full
reality.
15. Media Usage is
29% not
independent –
of consumers in there is
Singapore multi- significant
task while dual screen
watching TV behavior
16. Why are people using mobile while watching TV
Source: On Device Research, ID, June 2011
* Mobile commerce defined as researching or purchasing products and services via the mobile internet.
25. Important Differentiator
Mobile Ads are, like how…
TV IS NOT JUST RADIO WITH
PICTURES
WEBSITES ARE NOT JUST
BROCHURES YOU CLICK
MOBILE DEVICES ARE NOT JUST
LITTLE COMPUTERS
26. You don’t target device, You Target a Person
Who does this, this, and this…
39. Coca Cola – QR Codes
During Euro 2012 Tournament
The codes are connecting users to a series
of exclusive videos around the event.
People can also download the ‘SmileWorld’
app, Coke’s new mobile social network.
40. QR Code in a Restaurant
Harry's Bar - QR code bar messaging
Using QR code to get app
downloads and connecting
people in the bar is classic as
well as well received by the
audience.
http://www.youtube.com/watch?v=Dj_OC00qgUQ
41. Singapore Success Story 2 (2011)
PayPal’s QR code campaign with SMRT from February
till April this year enabled an average of
500 transactions per 10,000 scans by Singaporean
commuters, equivalent to a
5 per cent customer conversion rate, which is higher
than the average
direct email response rate of 1.7 per cent.
http://www.youtube.com/watch?v=7rOQm3Y8_1Q
42. Singapore Success Story 3 (2011)
Gamification of a different level
using QR Codes and Social.
http://www.youtube.com/watch?v=TfPudfesaxo
45. Golden Rules of QR Codes
• Serve a business
objective
• Add value for the
user
• Provide contextual
assistance
• e.g. link to get a reader app, call-to-action,
barcode alternative, etc.
• Test to ensure codes
are scannable
53. Mobile is going to be Hyperlocal
Website or mSite
Contact Center
Retail Location
54. Though Mobile Search is no longer Cheap
Mobile CPC’s (Singapore)
Mobile Tablet
Jan Feb Mar Apr May Jun Jul Aug Sep
Mobile CTR’s (Singapore)
Mobile Tablet
Jan Feb Mar Apr May Jun Jul Aug Sep
56. The Landscape Snapshot
The median spend per head for
mobile shoppers increased from
S$93 (US$73) in 2010 to S$354
(US$279) in 2011. There were
880,792 Singaporeans who
made a purchase through a
mobile device in 2011, compared
to 364,390 in the previous year.