Your SlideShare is downloading. ×
Mobile Convention Amsterdam 2014 - BBC - Isla Macleod
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Mobile Convention Amsterdam 2014 - BBC - Isla Macleod

307
views

Published on

Published in: Mobile

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
307
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • The drive behind this research was the belief that the advertising industry understands mobile consumption, including mobile advertising, fairly well. But that the mobile behaviour of affluent consumers globally may differ from that of the general population.
    Millward Brown’s award winning research – AdReaction – released last year contained some powerful insights into consumers’ mobile behaviour but did not look deeper into demographic differences.

  • For this project we surveyed 6,000 smartphone owners aged 18+ – almost a third of whom also owned a tablet. Obtained 1,000 sample from each country – selecting a diverse range of countries hoping for some interesting national differences but found a fairly uniform story globally.
  • Our audience – and those of our competitors like CNN – are measured on EMS, PAX and Mendelsohn which cover approximately the most affluent 20% of consumers in each country. We achieved a 50/50 split in all 6 countries between affluent consumers and the rest of the population (less affluent 80%).

    BBC users fell out naturally within the sample. Over 1/3 of affluents use the BBC mobile news sites or news app at least once a month
    And this top 20% are a third more likely (32%) to visit the BBC weekly compared to the bottom 80%.

    Earnings of Affluent sample:

    Germany          €36,000+
    HK                   HK$40,000+
    Sweden           SEK480,000+
    Australia           A$90,000+
    USA                $70,000+
    India                 R600,000+

    Millward Brown
    IAB Award for AdReaction, 2013 Research.
    Over 400 mobile research studies and their global study of mobile advertising
  • Affluent consumers are very heavy users of their mobile devices (phones and tablets) – more so even than the general population. 39% of affluents are online via mobile devices at least once an hour in a typical day. Not surprisingly, those who own the latest generation of handsets are online the most. It is mutually reinforcing: those who want to use their phones a lot for the internet will buy the latest handsets while those with these handsets will use them more to go online anyway as it is a better experience than was possible only a few years ago.


    Q 6 Which of the following best describes how frequently you access the Internet (excluding apps) from your mobile devices?
    Several times an hour or more often
    Hourly
    Several times a day
    Daily
    A few times per week
    Less than once per week
    Never
     
    Q7 Which of the following best describes how frequently you access apps from your mobile devices?
    Several times an hour or more often
    Hourly
    Several times a day
    Daily
    A few times per week
    Less than once per week
    Never

  • The key difference between affluent consumers and the rest of the population is the mobile phone’s role in their business lives. Affluents are 27% more likely to use their phone for business and 36% more likely to agree that it is the primary tool for organising their work lives. Clearly mobile phones are growing in importance in the business environment...



    Q 17 Do you use your mobile devices for business?
    Yes I use my mobile phone for business
    Yes I use my tablet for business
    No

    Q31 mobile statements:
    An increasing amount of my work is accomplished through my mobile phone
    My mobile phone is my primary tool for organizing my work life

  • Nearly half of affluents spend 50% or more of their time on their mobile phones for business – the APAC region is particularly significant

    Q17. Do you use your mobile device for business?
    Q18a. On a typical week day what percentage of your total usage of your mobile phone is work-related?
    Q18b On a typical week day what percentage of your total usage of your tablet is work-related?
  • To sum up this introduction to mobile usage we can see the level of agreement with 4 statements about mobile usage which clearly show the key trends. So across the six countries – and there was relatively little variation – mobile phones are more important to the lives of affluent consumers than the rest of the population, and ownership of the latest handsets tends to raise their role even higher.

    Q31 mobile statements:
    My mobile phone is indispensable because I’m always on the go
    Having a mobile phone makes me more efficient
    My mobile phone is my primary tool for organizing my personal life
    My mobile phone is my primary tool for organizing my work life
  • Handsets have improved the mobile experience to the extent that almost a third of affluents prefer to consume their news on mobile devices. They are 15% more likely to prefer mobile to desktop compared with the gen population, 28% more likely for financial/business news. Finally they are more likely to prefer sharing news stories via mobile.

    Q22 Thinking about how you use your mobile device compared to a pc or laptop; which of the following activities do you prefer using your mobile device for rather than a computer?
    To read or send e-mails
    For social networking e.g. Facebook, Twitter or Instagram
    For business/finance news
    For news, e.g. current affairs or breaking news
    For sports news
    Watching an entertainment video
    Playing games
    None of the above
  • To get an idea of how quickly the news consumption landscape is changing we repeated some of the questions from last year’s Connecting The Story project and compared the results from the most affluent 20% of the population. Over 12 months the proportion who would choose desktop if they only had one device to consumer news fell 17%, in contrast there were significant increases in the proportion who would choose mobile devices: tablets up 9% and mobile phones 15%.

    Q15 If you could only use one of these devices to consume news which would it be? 2012 2013 Laptop/PC 38% 31% Mobile phone 13% 15% Tablet 11% 12%

    Question only asked among top 20% in India, Australia, USA and Germany as these countries were common to both countries.
  • Another area that is changing rapidly is the way that news is consumed on mobile phones. Traditionally news on the mobile has been restricted to scanning headlines – reading the actual articles of interest when they were indoors and had access to a desktop PC. That appears to be changing quickly – consumers are becoming far more engaged with news on the go now.

    Q14 How would you describe the way you consume news on each device?
    2012 2013
    Just read /watch the top stories 31% 32%
    Skim or scan the headlines 37% 32%
    Read/watch in depth 13% 16%

    Question only asked among top 20% in India, Australia, USA and Germany as these countries were common to both countries.
  • When questioned about what types of news respondents preferred to consume on mobile rather than desktop, affluent consumers were relatively more likely to prefer all genres on mobile compared with the rest of the population. Most answers were neutral – people showed no preference – but there is a clear movement towards mobile news consumption by affluents with fewer preferring desktop. That preference was even more pronounced among those with the newer handsets.

    Q22. Thinking about how you use your mobile device compared to a pc or laptop; which of the following activities do you prefer using your mobile device for rather than a computer?
    To read or send e-mails
    For social networking e.g. Facebook, Twitter or Instagram
    For business/finance news
    For news, e.g. current affairs or breaking news
    For sports news
    Watching an entertainment video
    Playing games
    None of the above
  • ...for example, watching video on your mobile or live news screening is only practical on handsets that have come onto the market in the last few years, hence the growth of this type of news consumption among those with newer handsets. About a third watch news video on their phones and a quarter live news streaming.

    Q21 You said you use your mobile phone for news-related content. Which of these do you do when browsing news-related content?
     
    Use news apps
    Browse news headlines
    Read news articles
    Read articles connected to the main article
    Watch news videos
    Watch live news streaming
    Comment on news articles
    Share news stories on social media sites

  • Fundamentally, affluent consumers tend to be more positive about mobile advertising: partly due to better handsets (ads don’t slow the screen loading as they might on an older phone) so that they feel more positively about brands advertising on their handsets than most of the population. Modern & dynamic is quite obvious for a relatively new advertising medium but it is the same across a range of attributes...


    Q40 to what extent do you agree with the below statements:
    To be seen as modern and dynamic a brand needs to be on mobile


    To be seen as modern and dynamic a brand needs to be on mobile - Affluents: 31% Gen pop 27% ie. +15%

  • Innovative similarly you would expect association with mobile advertisers but more interesting for an advertiser is that almost a third of affluent consumers associate brands advertising on mobile as “for someone like me” and “in touch with my needs”. The personal nature of mobiles can transfer to brands advertising on them.


    Q38 Please select how much you agree or disagree with the below statements
    Trustworthy
    Appealing
    In touch with my needs
    For someone like me
    High quality
    Desirable
    Innovative
    Reputable

    Q40 statements:
    Mobile advertising helps you connect and identify more strongly with brands
    Brands should be advertising on mobile devices
    Some of the most innovative advertising I have seen recently is on mobile
    To be seen as modern and dynamic a brand needs to be on mobile
    My mobile/tablet is my main way of staying up to date with my favourite brands
    I identify most with brands that I see when using my mobile device
    I prefer mobile ads that help me find out more about the brand rather than purchasing


    To be seen as modern and dynamic a brand needs to be on mobile - Affluents: 31% Gen pop 27%
    Mobile Ad Statements: Innovative (Smartphone): Affluents: 28%
    For someone like me (Smartphone): Affluents: 10%; Gen pop 8%
    Mobile ad trustworthy: Affluents: 23%
    BBC Trustworthy: Affluents: 31%


    Modern & dynamic
    20% 80% 20%BBC Dev’d Dev’ing
    31 27 50 21 45
  • 72% = desktop/laptop
  • So affluent consumers are relatively positive about mobile advertising but to what extent is that converted into results. To what extent can mobile advertising drive brand perceptions, push consumers towards purchase?
  • Importantly the affluent consumers’ more positive reaction to mobile advertising does lead to action.

    Compared to the general population there are more likely to follow or comment on a brand on social media having seen mobile advertising. As well as recommend a brand to friends or family and crucially they are more likely to look for the advertised brand in store or purchase the product.


    Q48 After viewing the ad, how likely are you to: Like, follow or comment about the brand on Facebook or Twitter
    Like, follow or comment about the brand on Facebook or Twitter – affluents 20% Gen pop 18%
  • It is time for advertisers to recognise that mobiles play an increasingly central role in affluent consumers’ media consumption. Affluents spend more and more of their time using their phones, especially to enhance their effectiveness in the work environment.
     
    Advertising on mobile represents an opportunity to reach affluent consumers when they are genuinely engaged on a device that is important to them. Affluents recognise that advertising enables them to enjoy the benefits of the connected world and this makes them more positive than the general population towards mobile advertising.  This attitude, coupled with the advances in handset technology which mean that ads load quickly without slowing up the user experience, have made affluent consumers more responsive to mobile advertising. Millward Brown’s work in this area, based on numerous case studies and 100,000s of respondents, shows overwhelmingly that mobile is working even harder for advertisers than the long-proven desktop medium, especially among affluent consumers..

  • So how is mobile influencing the BBC’s digital strategy? Highlight some global developments…on the content side, mobile is driving how content is being developed and the tipping point has definitely been past where content was made for desktop and then retro fitted into mobile to a point where content is being designed with mobile in mind – shorter video clips, shorter articles, more tie-ins with social media – twitter amplify

    Unsurprisingly a lot of the BBC’s product development is focused upon further enhancing the mobile experience and helping both consumers and advertisers travel seamlessly across screens. So both the news and sports sites have over the past year been transitioning to responsive design with both mobile sites now fully responsive. This enables users to have the best experience for mobile (no more having to expand the screen) and advertisers to work with a common set of ad formats regardless of device or screen size.

    Probably the biggest single change happening this year will be a complete redesign of the news app – which I will go into more detail about on the next slide and which is a complete re-think of how a news app should work

    Mobile is at the centre of digital development ….
  • The news app currently has 21m downloads and a monthly PV’s per UB of around 70 so it has served us well since launch. However there is huge scope to improve both the consumer and advertiser experience.

    The news app is being redesigned with 3 key things in mind;

    The current app is limited in the amount of stories that are featured - largely headline news and breaking stories. The new app is being designed to much more accurately replicate the content on the website, plus bringing in related content on any subject.
    The current app doesn’t allow personalisation – the new app will allow a high degree of personalisation with the creation of a ‘my news’ section that allows the user to build their own content preferences and news experience
    The current app is limited in its video capabilities - the new app will have video at the heart of the experience and be designed for mobile video rather than a desktop product that is trying to fit on a mobile.

    All of which provides more opportunities for user engagement and more opportunities for advertisers – increased ad formats, increased pre-roll and ad formats
  • It is time for advertisers to recognise that mobiles play an increasingly central role in affluent consumers’ media consumption. Affluents spend more and more of their time using their phones, especially to enhance their effectiveness in the work environment.
     
    Advertising on mobile represents an opportunity to reach affluent consumers when they are genuinely engaged on a device that is important to them. Affluents recognise that advertising enables them to enjoy the benefits of the connected world and this makes them more positive than the general population towards mobile advertising.  This attitude, coupled with the advances in handset technology which mean that ads load quickly without slowing up the user experience, have made affluent consumers more responsive to mobile advertising. Millward Brown’s work in this area, based on numerous case studies and 100,000s of respondents, shows overwhelmingly that mobile is working even harder for advertisers than the long-proven desktop medium, especially among affluent consumers..

  • Transcript

    • 1. 1 Affluent connection REACHING HIGH INCOME CONSUMERS WITH MOBILE BRAND ADVERTISING A research study by BBC Global News
    • 2. 2 Source: Affluent Connection, Millward Brown, 2013 SMARTPHONE / TABLET USERS SURVEYED SWEDE N INDIA GERMAN Y HONG KONG AUSTRALIA UNITED STATES
    • 3. 3 CONNECTING TO THE AFFLUENT The top 20% The top 20% income earners, mirroring Ipsos PAX, EMS and Mendelsohn surveys General populationand we compared them to the WE WORKED WITH THE BEST Millward Brown a leading research agency specialising in advertising, media, digital and brand equity research Source: Affluent Connection, Millward Brown, 2013
    • 4. 4 How do you reach them?
    • 5. 5 BE WHERE THEY ARE… Source: Affluent Connection, Millward Brown, 2013 Q6. Which of the following best describes how frequently you access the Internet (excluding apps) from your mobile device? At least once an hour 18% higher than the general population 39% access the internet on mobile devices Latest generation users are twice as likelyto access the internet hourly versus users of older generation 2x
    • 6. 6 UNDERSTAND WHY… Source: Affluent Connection, Millward Brown, 2013 Q17. Do you use your mobile device for business? Q31. When thinking of your mobile phone/tablet, please indicate how strongly you agree or disagree with the following statements. Compared to the general population… more likely to use their mobile phone for business 27% more likely to agree that their mobile phone is the primary tool for organising their work life36% more likely to agree that an increasing amount of work is accomplished on the phone 35%
    • 7. 7 AND CONNECT TO THEM Source: Affluent Connection, Millward Brown, 2013 Q18a. On a typical week day what percentage of your total usage of your mobile phone is work-related? 46%of affluents who use their phone for business APAC region blazes the trail 53% India 54%Australia 53% Hong Kong spend over 50% of their time on work-related usage
    • 8. 8 BECAUSE THE FUTURE IS MOBILE Source: Affluent Connection, Millward Brown, 2013 Q31. When thinking of your mobile phone, please indicate how strongly you agree or disagree with the following statements. 10 20 30 40 50 60 70 General population Affluent consumers Latest generation % agree with statement Mobile phone makes me more efficient Mobile phone is indispensible as I am always on the go Mobile phone is primary tool for organising personal life Mobile phone is primary tool for organising work life
    • 9. 9 News on the go
    • 10. 10 CLEAR PICTURE EMERGES IN NEWS Source: Affluent Connection, Millward Brown, 2013 Q16. How much do you agree with the following statements? Q22. Thinking about how you use your mobile device compared to a PC or laptop; which of the following activities do you prefer using your mobile device for rather than a computer? 30% prefer mobile devices to their desktop for accessing news Compared to the general population… “My mobile gives me news quickly and instantly without having to switch on the PC. The size of the screen means it's easy to read, too.” MALE, 28, GERMANY 15% more likely to share news stories on a mobile than desktop 28% for business/finance news for consuming current affairs or breaking news 11%more likely to prefer using mobile devices than desktop
    • 11. 11 AND IS ONLY GOING IN ONE DIRECTION Sources: Affluent Connection, Millward Brown, 2013 and Connecting The Story, InSites Consulting, 2012 Samples: 1,908 (InSites Consulting) and 3,000 (Millward Brown) Q15. If you could only use one device to consume news, which would it be? “I’ve always got my phone on me and I always keep up-to- date.” FEMALE, 27, GERMANY YoY2012/13 +15 %mobile phones +9% tablets -17% desktop
    • 12. 12 ENGAGE WITH YOUR AUDIENCE Sources: Affluent Connection, Millward Brown, 2013 and Connecting The Story, InSites Consulting, 2012 Samples: 1,908 (InSites Consulting) and 3,000 (Millward Brown) Q.14. How would you describe the way you consume news on each device? 2012 37%Skim or scan the headlines 2013 32% -13% 13% 16% +21 % Read / watch in depth
    • 13. 10 15 20 25 30 35 General population Affluent consumers Latest generation % preference for different news types on mobile versus desktop Current affairs/breaking news Business/finance news Sports news 13 GROWING PREFERENCE FOR NEWS ON THE GO Source: Affluent Connection, Millward Brown, 2013 Q22. Thinking about how you use your mobile device compared to a PC or laptop; which of the following activities do you prefer using your mobile device for rather than a computer?
    • 14. 14 TIME TO TRY NEW FORMATS Source: Affluent Connection, Millward Brown, 2013 Q21. You said that you use your mobile phone for news-related content. Which of these do you do when browsing news-related content? 34%Watch news videos 31% +10 % Watch live news streaming Latest generation Older generation 23% 21% +10 %
    • 15. 15 Reaching far and wide
    • 16. 16 ENHANCE YOUR BRAND Source: Affluent Connection, Millward Brown, 2013 Q40. To what extent do you agree or disagree with the below statements? 15% higher than the general population Advertising on mobile will enhance brand perception asmodern and dynamic
    • 17. 17 AND MAKE IT PERSONAL Source: Affluent Connection, Millward Brown, 2013 Q38. Please select how much you agree or disagree with the below statements. Seeing an ad on my mobile device for a brand makes me think that the brand is Seeing an ad on my mobile device makes me think the brand is... Latest generation Older generation Trustworthy 29% 23% Appealing 32% 25% In touch with my needs 32% 27% For someone like me 31% 24% High quality 29% 23% Desirable 29% 25% Innovative 33% 24% Reputable 29% 24%
    • 18. 19 Mobile advertising delivers results
    • 19. 20
    • 20. Aided Brand Awareness Brand Favourability Purchase Intent +7.9 % +59.5% +47.8% Ad Awareness Message Association +6.1 % +8.4 % +12.7 % +3.0% +11.8% +2.6% +2.9% % 21 DESKTOP IS A PROVEN MEDIUM Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control Average brand metric changes for mobile and online campaigns
    • 21. Aided Brand Awareness Brand Favourability Purchase Intent +7.9 % +59.5% +47.8% Ad Awareness Message Association +6.1 % +8.4 % +12.7 % +3.0% +11.8% +2.6% +2.9% % 22 BUT MOBILE IS TWICE AS EFFECTIVE Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control Average brand metric changes for mobile and online campaigns
    • 22. 23 FOUR TIMES AMONG AFFLUENTS Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control Average brand metric changes for top 20% income earners: mobile vs. desktop campaigns +4.7% +71.4% +63.2% +12.5% +16.8% Aided Brand Awareness Brand Favourability Purchase Intent Ad Awareness Message Association +12.7 % +2.4% +16.2% +3.3% +2.7% %
    • 23. 24 Deliver a winning campaign
    • 24. 25 THE PRIME FORMATS Full-Page Interstitial Banner (300x50) MPU Banner (300x250) Sponsorship Button Pre-roll
    • 25. 26 AFFLUENTS SEE ADVERTISING FORMATS MORE POSITIVELY Source: Affluent Connection, Millward Brown, 2013 Q.44 Overall, how favourable was your experience with the above advertising? Very favourable / somewhat favourable Affluent Consumers % uplift versus general population Pre-roll 40% -% MPU 39% +15% Full-Page Interstitial 32% +10% Sponsorship Button 28% +22% Banner 28% +22%
    • 26. 27 THEY PAY ATTENTION Source: Affluent Connection, Millward Brown, 2013 Q.45 How much attention did you pay to the advert? Paid attention to the ad Affluent Consumers % uplift vs general population MPU 80% +1% Full-Page Interstitial 79% +3% Pre-roll 76% -5% Sponsorship Button 70% +6% Banner 69% +1%
    • 27. 28 AND TAKE POSITIVE ACTION 11% more likely they would like, follow or comment about the brand on Facebook or Twitter 12% 21% more likely to visit the brand’s website more likely to look for the brand in a store or purchase the product / use the service Source: Affluent Connection, Millward Brown, 2013 Q48. After viewing the ad, how likely are you to: Like, follow or comment about the brand on Facebook or Twitter? 18% more likely to recommend a brand to friends/family
    • 28. 29 CATCH UP WITH YOUR AUDIENCE… Recognise the common values of affluent consumers. Understand how they spend their time and be where they are Mobile advertising is effective, even more so among affluent consumers Affluent consumers engage and take action with mobile advertising Technology is driving the change - a faster adoption of the trend is vital
    • 29. 30 BBC DIGITAL STRATEGY Mobile led product innovation
    • 30. 31 NEW NEWS APP Consumer benefits • Unlimited content • More video • More personalisation • Better user experience
    • 31. 32
    • 32. 33 THANK YOU isla.macleod@bbc.com