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eDay2011 - Elias Veris - Insites IAB

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  • The mobile, digital consumer the mobile digital consumer the mobile digital consumer the mobile.
  • 9000+ internet users worldwide. In NL: 1000 man!With a focus on EuropeInterviewed on their PC, online questionnaires via panelsIn thispresentation: focus on Europe
  • The mobile, digital consumer
  • In Europe, 38% is using a smartphone, either with or without internet / data subscription.The majority of them have a data subscription.
  • Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%)Smartphones have outgrownregular mobile phones in adoption intention – only in Belgium slightly more adoption intent of regular mobile phone… Are we reallybehindthen?Whohere has no smartphoneyet?  Whynot?  next slide
  • 2 mainreasons: somepeople, let’s say half of the europeans, don’tsee the addedvalue of havingone. That’spossible, andeverybody’sown right. But the other half thatdoesn’townoneyet, are eitherwaitingfortheirphoneto break down (andlet’sbehonest, in todaysconsumption environment, rotation is quite high / or installan update on the iphone 3G andyou’llknowwhatI’mtalkingabout) or forpricesto drop. Sowhat does thismean?  it means todays’sbarriersare…
  • NL consumers
  • BE consumers
  • Priceswill drop, phoneswill break, the smartphone willprevail.
  • So smartphonesforeveryone, but what kind of an impact does that have on human connectivity?
  • In Europe, 38% is using a smartphone, either with or without internet / data subscription.The majority of them have a data subscription.
  • Almost half of the peoplewith a smartphone connectto the internet via theirphonedaily. Of course, this is drivenbypeoplewith a connection; those without connectionconnectmuchless.In general, let’s say half of the peopleconnectto the internet via theirphoneeveryday. IN NL: 60% met internet connectie // In BE: 37% met internet connectie47% Overall, nottakinginto account internet connection!  56 met internet connection, 23 zonder internet connection! // IN NL: 60% met internet connectie // In BE: 37% met internet connectie
  • Sopeople are browsing the internet everyday… Andwhat is more, Internet access via smartphone drivessocial media use.  Mobile users connect more oftentotheirsocnetthanaverage.Only 56% of connected smartphone users surf the internet daily… But 66% connectstotheirsocialnetworkeveryday. How is thispossible? appsforsocialnetworking of course (they are among the largestcategroeis (60%)
  • So mobile users are more oftenconnectedtotheirsocialgraph. In addition, theyare closer connectedto brands too. This is logical: why? Because the mainreasonforliking/following a brand (FOR 50%) is using the brand. Another 30% comesafter a recommendationfrom a friend. Both are actions that are notnecessarilycloselyconnectedto computers, but are closelyconnectedto mobile phones. Youuseit, youlike it.
  • These are consumersthat want more brand engagement on social media. They are askingfrom brands to keep them in the loop of whathappens, and are willingto help by co-creating stuff. In addition, they want this MORE than non-mobile connected users.The keymessage: yourcustomerswill check your page on smartphones too. Ifyoujustredesignedit, please check whetheritworks on smartphones!
  • So, the mobile consumer is kind of engagedwith brands. That’sgoodnews. Solet’s make anapp, yeey!
  • Apps have a severe syndrome of Deathvalley. While 80% of the consumer has appsinstalled, withanaverage of 25 per phone (of course more for Apple, thenandroid, and BB somewhere down below the ranking), we seethatexactly 50% is usedregularly…
  • The largestappcategories in terms of ‘havingthem’ are these; socialnetworking (connectivity) – Convenience – Entertainment.We seethat these applications are alsoused most. Brandedapplications are down the bottom of frequency of use. Branded games are the top of themstill.
  • Connectivity, Convenience, Entertainment. These are key. Sowhat kind of services do peoplelike on theirphone?Lots of stuff. Let’s put things in perspective:
  • Whatclearlyemerges: the power of the context; mobile is a contextual device: Location – Money  ConvenienceThis means thatif a brand does somethingforconsumers, keeping in mind the context around Connectivity, Convenience and Entertainment is important.
  • The context = location. Location : LocationBasedServices! That’s perfect, we can plug in information and coupons and even product informations in a LBS network!
  • Hmmm… thatdoesn’tseemtowork, does it? Only 12% of peopleuseitsometimes, and the majority has never heard of it. In NL, that’s even worse…Ifpeopleuseit, theyrefertofacebookplaces (DEAD) andFoursquare. Let’s take a step back, and look at whypeopleuse LBS
  • Yes,myphonecan. I’minnovative, I try new things.  Both fake drivers; doesn’tguaranteesustaineduse! Fun can, but it’s a minoritythatreallyfindsitfun…Why do youuse LBS: no clear driver!  that’s the bad news
  • Andwhydon’tusepeople LBS? Privacy is one (big brother…) but especiallybecausetheydon’t care, anddon’tknowhowtheycan benefit (yet).
  • What do you do whenusing LBS?  Information & socialnetworking is key // Brandedplaces is key!
  • Sothen as a brand, howshouldyou act on LBS?People areaskingfor stuff that’sdirectlytied-in with the context, again. Offering promotions, but alsoofferingadvice & background information on certainlocations. People look for a benefit.(numbersfor LBS users; the order is the same, but minus 10%, for non-lbs-users)
  • Wrap - up
  • Transcript

    • 1. @eliasveris
    • 2. Focus on Europe
      Western Europe:
      Belgium - Netherlands - France Luxemburg - Germany - Austria - Ireland - Switzerland - United Kingdom
      Northern Europe:
      Denmark -Finland -Norway -Sweden
      EasternEurope:
      Bulgaria -CzechRepublic -Hungary -Poland -Romania -Russian Federation-Slovakia -Ukraine
      Southern Europe:
      Spain -Croatia -Greece -Italy -Portugal -Slovenia -Turkey -Serbia
      Voorwoord
      Sedmagna nisl, volutpat in sodales vitae, fermentum et dolor. Aliquameratvolutpat. Nullafacilisi. Nunc magna lorem, ultricies at dictum in, auctorvel sem. Curabiturlaciniavariusullamcorper. Loremipsum dolor sit amet, consecteturadipiscingelit. Phasellussapienvelit, luctusnectempordignissim, placeratut diam. Phasellus in porttitornibh. Donecquis semper quam. Curabitur id quam in purusvolutpat dictum sed a massa. Donecmolestiesemquiseratfacilisisfringilla. Nam id nisi ut ligula laciniaegestas. Nuncbibendum ante sit ametnislultricesvehicula. Morbisedliberosedtortorblanditvehicula.
    • 3. Smartphone Adoption
    • 4. Mobile I Europe Mobile devices
      39% Smartphone adoption in Europe
      32% Smartphone adoption in NL
      N Europe = 7446 / F = none
    • 5. Mobile I Europe Future intention – Next 6 months
      Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%)
      22% purchaseintention next 6 months in Europe
      Brazil, India, China: 30-40%
      14% in NL – 10% in BE.
      N Europe = 7446 / F = none
    • 6. Whydon’tyou have a smart phone
      39% Currentphonestillworks fine
      33% I don’tneedone
      29% It’s tooexpensive
      24% I don’tsee the benefit (yet)
    • 7. Whydon’tyou have a smart phone
      45% Currentphonestillworks fine
      35% I don’tneedone
      26 % It’s tooexpensive
      21% I don’tsee the benefit (yet)
    • 8. Whydon’tyou have a smart phone
      45% Currentphonestillworks fine
      42% I don’tneedone
      29% It’s tooexpensive
      28% I don’tsee the benefit (yet)
    • 9. Todays barriers are tomorrows drivers.
    • 10. Mobile Internet Access & Social Networking Impact
    • 11. Mobile I Europe Mobile devices
      28% Smartphones with internet connection
      22% in NL
      N Europe = 7446 / F = none
    • 12. Mobile IDaily internet access via smartphone
      Q :Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)
      47%
      23%
      55%
      56%
      65%
      64%
      51%
      39%
      N Europe = 2972 / F = If smartphone (with or without internet subscription)
    • 13. 57% Daily social media logon
      66% amongconnectedsmartphone users
    • 14. 49% of Europeans follow brands on social media
      56% amongconnectedsmartphone users
    • 15. Connectedsmartphone users want more brand engagement on social media
      Announce more events & offer promotions (61%)
      Share ideasandprovide updates on future products & services (57%)
      Give feedback (55%)
      Invite consumersto co-create products & services (47%)
      Start conversationswithconsumers (46%)
    • 16. The Mystery of Appsand Services
    • 17. Mobile I EuropeThe Death Valley of Apps
      No appsinstalled
      Appsinstalled
      N Europe = 2178 / F = Ifsmartphonewith internet / data subscription
      N Europe = 1774 / F = Ifappsinstalled on smartphone
    • 18. + Contact
      + Convenience
      68% Navigation
      59% Social Networking
      62% Weather forecasts
      52% Information
      + Entertainment
      61% funand games
      56% music & videos
    • 19. Getting relevant information on yourlocation (58%)
      Making small payments via SMS for parkings, bus,… (55%)
      Getting a discount/coupon whenyou walk past a shop (50%)
      Banking via mobile phone (49%)
      Operating devices in your home from a distance (48%)
      Gettingdetailed product information in a shop (44%)
      Purchase products via your mobile phone (38%)
      Personal location-basedads (18%)
    • 20. Getting relevant information on yourlocation (58%)
      Making small payments via SMS for parkings, bus,… (55%)
      Getting a discount/coupon whenyou walk past a shop (50%)
      Banking via mobile phone (49%)
      Operating devices in your home from a distance (48%)
      Gettingdetailed product information in a shop (44%)
      Purchase products via your mobile phone (38%)
      Personal location-basedads (18%)
    • 21. Hurray! We have LBS!
    • 22. Euh….
      Location-based servicesI Europe in perspectiveAwareness & usage
      Almost half of europeans has never heard about location-based services.
      12% is using location-based services.
      N=2972
      N=111
      N=163
      48% (30%) A, 8% U
      14% (30%) A, 4% U
      7% (5%) A, 1% U
      N=45
      N=164
      N=92
      N=77
      ■ I’m a current user of LBS
      ■ I’ve been using LBS, but not anymore
      ■ I know what LBS is, but I’ve never used it
      ■ I have never heard about LBS
      N Europe = 2178 / F = Ifsmartphonewith internet / data subscription
    • 23. Location-based servicesI Europe in perspectiveAwareness & usage
      Almost half of europeans has never heard about location-based services.
      12% is using location-based services.
      My phone has the ability (53%)
      I’maninnovative person, I try new things (42%)
      N=2972
      N=111
      It’s fun (37%)
      Why?
      I want to track whereI’ve been/myfavouriteplaces (28%)
      I get promotions/otherrewardsfrom brands/companies (12%)
      N Europe = 232 / F = smartphonewith internet / data subscription, current users of LBS
    • 24. Location-based servicesI Europe in perspectiveAwareness & usage
      Almost half of europeans has never heard about location-based services.
      12% is using location-based services.
      Privacy concerns (37%)
      I don’t care (32%)
      N=2972
      N=111
      I don’tknowhow I can benefit (23%)
      Why
      It’s notbeneficialyet (17%)
      not?
      N Europe = 232 / F = smartphonewith internet / data subscription, current users of LBS
    • 25. Location-based servicesI EuropeCheck-in via Location-based networks
      20% of LBS users checks in daily
      31%
      Post a comment
      33%
      Upload pictures
      Q : When using LBS, what do you do exactly?
      Q : Where do you ‘check in’ via these LBS?
      54%
      Looking up information about a location
      Check in locations
      Actions
      20%
      Ratethatlocation
      The majority of people using Location-based services are looking for information about that location
      58%
      Restaurants & bars
      The majority of places where people check in are branded places: restaurants & bars, events, entertainment places or shops
      25%
      Home / Work / School
      50%
      Events
      Brands can have the highest impact by simply providing location-based information.
      37%
      Shops
      46%
      Enter-tainmentplaces
      N Europe = 232 / F = smartphonewith internet / data subscription, current users of LBS
      N Europe = 232 / F = smartphonewith internet / data subscription, current users of LBS
    • 26. When checking in to a certain location, people would like to receive local promotions or information.
      Location-based servicesI EuropeExpectations towards brand and companies
      Q : Brands and companies are using LBS to connect with people like you and me. What are your expectations
      towards those brands and companies about their actions via LBS? When a user of LBS ‘checks in’ to a certain location, brands and companies should…
      Expectations top2%
      Europe
      Offer local promotions
      (63%)
      Offer advice on things to do on that location
      (63%)
      Provide background information on the location (60%)
      ■LBS users N=232
      ■Non LBS users N=1000
      Start an online conversation with the user
      (23%)
      Send advertising
      (19%)
      N Europe = 2178 / F = Ifsmartphonewith internet / data subscription
    • 27. 1. Todays barriers are tomorrows drivers.
      2. Mobile drives social media & brand engagement.
      3. Contact/Convenience/Entertainment keep you out of Death Valley.
      4. Context = Location. LBS lacks real benefits
      5. The brand that adds benefit to context, will win.
    • 28. @eliasveris
      @IABNederland
      Kom naar de
      IAB Meet & Greet
      16.45 uur
      (Winterserre)
      Voor vragen over dit onderzoek contact
      Elias Veris, Insites Consulting
      Jorrik van Wonderen, IAB