China Mobile Media Consumption Study (Wave 2) Nov 2012_Decision Fuel
Upcoming SlideShare
Loading in...5
×
 

China Mobile Media Consumption Study (Wave 2) Nov 2012_Decision Fuel

on

  • 626 views

Decision Fuel and Inmobi just completed the second annual global study on mobile media consumption. This presentation is an excerpt of the research on mobile media consumers in China.

Decision Fuel and Inmobi just completed the second annual global study on mobile media consumption. This presentation is an excerpt of the research on mobile media consumers in China.

Statistics

Views

Total Views
626
Views on SlideShare
626
Embed Views
0

Actions

Likes
0
Downloads
13
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

China Mobile Media Consumption Study (Wave 2) Nov 2012_Decision Fuel China Mobile Media Consumption Study (Wave 2) Nov 2012_Decision Fuel Presentation Transcript

  • MOBILE MEDIA CONSUMPTION IN CHINA: A ‘NEW WAVE’ TAKES SHAPE Wave 2: October 2012
  • bite-sized mobile research• Founded and headquartered in Asia, with offices in Hong Kong, Shanghai and Singapore• Independent mobile research specialist – providing effective and actionable research insights via mobile technology• Tailored, high-quality and rapid-turnaround approach• Highly experienced team with extensive regional credentials over past 12+ years• Deep expertise in research insights: – Research design & execution – Sophisticated analytics• Powerful research platform: – Ability to deploy very rapidly, flexibly
  • • Over 93bn ad impressions; 578mn unique users monthly• Live in 165 countries; 13,000+ Sites & Apps• $US 215mn funding – Softbank, KPCB, Sherpalo• Acquired Sprout – Leading Innovator in Rich Media Ads & HTML 5
  • Decision Fuel: a simple, clear and compelling solution BITE-SIZED: MOBILE: RESEARCH: ‘Small is beautiful’ Unparalleled consumer access Trusted data. Automated insight.• Short surveys delivered over • Virtually any topic or any • End-to-end service: surveys, mobile market sample, fieldwork, analytics• Typically <3mins to complete • High penetration • Professional quality• Fast design, fast launch, and • All demographics – • Self-serve client model & fully fast results particularly in emerging Asian automated platform• Affordable economies • Flexible product features &• Maximum engagement, • ‘Always-with’ technology project scope minimum respondent fatigue • Works on feature & smart • Built by research buyers, for• ‘In the moment’ research phones research buyers opportunities • Incentives linked to (and • Range of products designed• Enables flow of information fulfilled using) the mobile for real buying situations direct from consumer-to-client device (eg credit) 4
  • Versatile Platform: A Variety of Ways to Use Decision Fuel Panels of mobile phone  Creation and management of respondents recruited and panels for individual clients managed directly by Client  Can recruit specifically for Decision Fuel Decision client or use existing client Extensive baseline data on Proprietary database Fuel Panels all panelists Panels  Short-term or long-term panels Surveys recruited and Event-Based Ad Hoc  Tailored recruitment for one- deployed during an event and in-the- Research off pieces of research Surveys with in-the-moment triggers Moment  Ability to deploy rapidly in all major global markets Can also capture event-  Project-specific recruitment based ROI (e.g. through mobile advertising) Decision Fuel’s bite-sized insights product meets a range of unmet needs. It is highly complementary to existing formats of market research. 5
  • OBJECTIVES Understand mobile media consumption and how 15,000 respondents it’s changing… 14 key markets globally 7 markets in Asia Wave 2 research*; 8,500+ respondents recruited via InMobi global China, India, Japan, Korea, mobile ad network, Singapore, Australia and conducted over Decision New Zealand Fuel mobile platform*Wave 1 research was conducted between Nov’11-Jan’12; Wave 2 research was conducted in Sep’12
  • GENERAL MEDIA CONSUMPTION
  • Listening to Radio Reading Magazines /Newspapers 20 30 minutes minutes Online via Tablet 140 desktop/laptop devices 52 minutes minutes THE AVERAGE MOBILE WEB USER IN CHINA CONSUMES 6.9 HOURS OF MEDIA PER DAY 60 minutes Watching TV 111 minutes Using mobile (ex SMS/calls)Sample size: n=2,001
  • Mobile takes up a fair share of media time (similar to Online & TV) across various markets Total Media Using Mobile (excluding SMS/Calls) Online via desktop/laptop Watching TV Time Spent Listening to Radio Using a tablet device Reading Newspapers/Magazines (Hours) Singapore 23% 25% 19% 12% 11% 9% 7.8 China 27% 34% 15% 5% 13% 7% 6.9 India 28% 21% 23% 8% 9% 10% 6.2 Japan 28% 23% 22% 7% 12% 8% 5.9 Korea 24% 24% 26% 7% 11% 8% 5.7 New Zealand 21% 22% 25% 18% 7% 7% 7.8 Australia 22% 21% 24% 18% 8% 6% 7.5 South Africa 27% 16% 23% 17% 6% 9% 9.1 Kenya 28% 12% 25% 22% 4% 9% 8.3 Nigeria 28% 13% 24% 17% 6% 11% 6.9 France 24% 24% 22% 15% 8% 7% 7.3 Germany 27% 24% 22% 15% 5% 8% 6.5Sample size: Australia n=1,008; China n=2,001; France n=626; Germany n=411; India n=2,004; Japan n=1,010; Kenya n=1,027; Korean=1,381; New Zealand n=753; Nigeria n=1,053; Singapore n=757; South Africa n=682
  • 54% of mobile web users engage in mobile activities while watching TV TV MobileSample size: n=2,001
  • Text messaging is the key activity while watching TV, followed by social networking and games / music How do you typically use your mobile while watching TV? Please select top 2 50% Text messaging/ Instant messaging 32% Social Networking (e.g. Facebook, Twitter, etc.) 31% Playing games or listening to music 17% Seaching for content not related to what you are watching 15% Searching for information about the show you are watching 15% Searching for information about products you see on TV 13% Shopping online 15% OtherSample size: n=1,456
  • DIGITAL MEDIA CONSUMPTION: PC VS MOBILE
  • 29% of mobile web users now use mobile as either their primary or exclusive means of going online ‘How do you typically go online to surf the web?’ 21% 50% 24% 5% Mostly via Evenly split Mostly via Only via desktop between both mobile mobileSample size: n=2,001
  • Mobile is becoming a major component of internet behavior ‘How do you typically go online to surf the web?’ Evenly split Mostly via between mobile Mostly via mobile Only via mobile desktop/laptop and desktop/laptop India 12% 29% 31% 28% Japan 12% 39% 26% 23% Singapore 16% 44% 28% 13% Korea 10% 43% 34% 13% China 21% 50% 24% 5% Australia 21% 39% 26% 14% New Zealand 22% 46% 24% 9% Nigeria 4% 23% 43% 30% South Africa 7% 32% 36% 25% Kenya 2% 15% 60% 23% Germany 22% 36% 25% 17% France 20% 40% 26% 14%Sample size: Australia n=1,008; China n=2,001; France n=626; Germany n=411; India n=2,004; Japan n=1,010; Kenya n=1,027; Korean=1,381; New Zealand n=753; Nigeria n=1,053; Singapore n=757; South Africa n=682
  • MOBILE MEDIA BEHAVIOURS
  • WHERE? 50% social event 66% Commuting 91% 54% Lying in bed Spending time with family 48% Shopping 42% in a 94% 54% While meeting or class 17% in the bathroom Waiting watching TV for something Mobile is becoming an important companion, particularly for the in between timesSample size: n=2.001
  • WHAT? SHARE OF MOBILE ACTIVITIESSample size: n=2,001
  • MOBILE MEDIA BEHAVIOURS: ADVERTISING
  • Compared to other forms of advertising like TV or online, how comfortable are you with mobile web and mobile app advertisements (not SMS)? More comfortable, I find them to be very useful 17% Equally comfortable, Im getting used to seeing them 32% Less comfortable, I find them intrusive 24% No opinion, I dont think much about ads on my phone 27% of mobile users are as comfortable with mobile 49% advertising as they are with TV or online advertisingSample size: n=1,985
  • 81% of mobile web users claimed they have noticed mobile advertising via the following channels… I have noticed advertising on my mobile device before … 40% 34% 22% 19% 11% In an app On a search engine On a video website On a retailer website OthersSample size: n=1,533
  • Which two forms of media most impact your purchasing decisions? 0% 10% 20% 30% 40% 50% 60% 70% 4% 25% 67% 16% 33% 24% 31% Mobile is catching up to TV and desktop/online in impacting purchasing behaviorSample size: n=1,590
  • Has mobile advertising ever: Awareness Introduced you to something new (78%) Favorable opinion Provided you with better options (63%) Consideration Helped you find something nearby (66%) Caused you to reconsider a product (54%) Shopping Influenced your in-store purchase (46%) Sale Influenced you to buy via your mobile (48%) Mobile could influence consumers’ purchasing behaviorSample size: n=2,001 even in this early stage of mobile evolution
  • MOBILE MEDIA BEHAVIOURS: COMMERCE & SHOPPING
  • Digital goods (apps, games, e-books, music, 35% 64% have spent videos, ringtones, etc.) money on an activity Physical goods (electronics, clothes, etc.) 34% via mobile Financial (bill payments, peer-to-peer payments, 21% etc.) Entertainment (e.g. movie 20% tickets) Travel (e.g. train tickets) 17% Commerce behavior is extending past digital goods, and now includes physical goods, entertainment and bill paymentsSample size: n 2,001
  • Have you ever purchased any good or products via your mobile? Korea 72% Japan 67% China 64% Singapore 62% India 61% New Zealand 70% Australia 70% Kenya 78% Nigeria 70% South Africa 66% France 57% Germany 50%Sample size: Australia n=1,008; China n=2,001; France n=626; Germany n=411; India n=2,004; Japan n=1,010; Kenya n=1,027; Korean=1,381; New Zealand n=753; Nigeria n=1,053; Singapore n=757; South Africa n=682
  • 81% are expected to spend money on an activity via mobile in the next 12 months 81% of consumers plan to conduct mobile commerce in the next 12 months, a 17% increase from where we are today.Sample size: n=2,001
  • For further information or requests for detailed information on any of the countries surveyed or specific consumer segments, please contact: Aileen Ku Min Yoo(aileen.ku@inmobi.com) (min@decision-fuel.com)