HKD2 - TNS - Social goes mobile

2009 was a difficult year, even for mobiles 2009 was a difficult year even for mobiles 48 Russia 32 France 37 Germany Sweden S eden 18 2008 2009 2010 % looking to purchase mobile in next six months Source GTI 2008/9/10: A15: When looking to make a purchase © TNS 2010 All rights reserved

… and confidence has returned and confidence has returned 69 48 Russia 32 France 37 38 Germany Sweden 18 2008 2009 2010 % looking to purchase mobile in next six months Source GTI 2008/9/10: A15: When looking to make a purchase © TNS 2010 All rights reserved

Service preferences are shifting to mobile Service preferences are shifting to mobile 64 53 47 2008 2009 2010 % of messages sent by mobile device (Europe) Source GTI: I6: Proportion of personal messages sent by different technologies © TNS 2010 All rights reserved

Mobile ecosystem still dominated by “fixed line” brands Mobile ecosystem still dominated by fixed line brands Top regional content providers by usage Europe N America Google – 22% Facebook– 29% China Baidu– Baidu 13% Dev Asia Yahoo! – 22% M East Google – 30% India Yahoo! – 4% Emerg Asiai Yahoo! – 9% LatAm Google Google – 15% Africa Google – 13% Source GTI: E2: Use of content brands © TNS 2010 All rights reserved

Social networking is a mainstream, mass‐market behaviour % Watched a video clip 60 Used Webmail 59 Used internet banking 51 Used Instant Messenger 50 Uploaded photos online Uploaded photos online 42 Manage your social network profile 40 Listened to LIVE radio online 32 Left a comment on a story on a website 27 Used online office applications 22 Made a phone call online / Used VOIP 22 Uploaded a video online 20 Written a news story / article y/ 15 Edited/managed own website 15 Used a personalised music service 14 Listened / watched a podcast 14 Written your own blog 13 Used a micro‐blogging service 8 Subscribed to an RSS feed 8 Used an aggregator 6 Activities conducted online in past month (Europe) Source GWI: Q45: Behavior online © TNS 2010 All rights reserved

The UK is matching US uptake, but Germany is lagging The UK is matching US uptake but Germany is lagging % 49 49 40 42 41 39 35 26 US Europe UK Spain Italy Netherlands France Germany Managed social network profile in last month Managed social network profile in last month Source GWI: Q45: Behavior online © TNS 2010 All rights reserved

Why? More contacts Why? More contacts % 39 low (<10) ( ) 45 58 60 55 65 62 63 32 med (10‐50) d (10 50) 38 25 24 33 27 29 28 30 17 17 17 13 high (>50) 9 9 9 Social Email Microblog Personal Phone calls SMS Friend face Work network blog to face to face contacts face to face Number of people you stay in touch with through following means Source GWI: Q86: how many people do you stay in touch with via the following means © TNS 2010 All rights reserved

Why? More stuff Why? More stuff % Emailed / sent messages to friends 65 Uploaded and share photos on your profile Uploaded and share photos on your profile 53 Instant messaged with friends 48 Written a status update 43 Watched a video 43 Joined a group 41 Played a game 36 Searched for new contacts 36 Installed an application 24 Sent a digital present / gift 24 Uploaded and shared videos on your profile 18 Written a blog 17 Joined a group from a musician / artist g p / 12 Online dating on your social network 12 Joined a group affiliated / connected with a brand 11 Social networking Started a group Started a group 7 activities in past month activities in past month Source GWI: Q69 – which of the following activities have you conducted on your social network service in the past month © TNS 2010 All rights reserved

Going mobile Seamless transition

Mobile social networking is booming Mobile social networking is booming 18 13 Europe ‐ 2009 Europe ‐ 2010 US ‐ 2010 % of mobile users accessing social networks through mobile % of mobile users accessing social networks through mobile Source GTI: A29: Types of social networking sites visited (modelled data) © TNS 2010 All rights reserved

Once adopted, social networking proves sticky Once adopted social networking proves sticky 35 27 24 23 17 1 15 15 Social Mobile Download Navigation Download Download Download networking banking TV/video music games Apps % daily service users out of all service users % daily service users out of all service users Source GTI: B1: Service usage © TNS 2010 All rights reserved

The UK has high adoption… The UK has high adoption 23 18 16 16 13 12 10 8 6 US Europe Netherlands Germany France Sweden Spain Italy UK % of all mobile users accessing social networks % of all mobile users accessing social networks Source GTI: B1: Service usage © TNS 2010 All rights reserved

… but Europe still trails the US in high depth of use but Europe still trails the US in high depth of use 50 39 41 38 35 33 35 28 30 US Europe Germany Italy Netherlands France Sweden Spain UK % daily social networking users out of all social networking users % daily social networking users out of all social networking users Source GTI: B1: Service usage © TNS 2010 All rights reserved

This is a youth movement… This is a youth movement 22 13 5 16‐30 yrs 31‐45 yrs 46+ yrs % of mobile users accessing social networks through mobile 50 33 17 16‐30 yrs 31‐45 yrs 46+ yrs % daily social networking users out of all social networking users % daily social networking users out of all social networking users Source GTI: B1: Service usage © TNS 2010 All rights reserved

… and supplements existing connectivity and supplements existing connectivity In bed before orning In bed during dinner ening Late morning unch ening % ting on on During lu Early eve afternoo afternoo Early mo Commut During d morningg Late eve Early sleep Late Music 14 13 40 6 10 11 15 14 3 11 12 Internet 5 13 16 15 17 17 15 17 4 18 10 Games 2 4 24 6 13 10 11 15 3 12 10 SMS 5 15 20 20 20 22 25 30 3 19 8 Emails 4 12 13 17 13 17 13 15 4 13 5 IM 6 12 9 9 11 15 12 18 6 20 8 Social Social 5 14 13 17 19 18 14 18 10 24 20 networking Light use Heavy use Most popular usage occasions by activity Most popular usage occasions by activity Source GTI: A30: Top three usage occasions for different mobile activities © TNS 2010 All rights reserved

The gateway to mass adoption of mobile services? The gateway to mass adoption of mobile services? 66 Download apps 8 63 Watching social video 4 52 Download location maps Download location maps 5 49 Mobile banking 4 53 Download music 8 45 Navigation services 5 49 Download games 7 44 Mobile social Blogging networkers k 2 41 Others Downloaded TV / video 3 % using services Source GTI: A22: Feature usage & B1: Service usage. © TNS 2010 All rights reserved

Takeout • Mobile is the natural home of social networking g – Handset evolution and payment plans have facilitated adoption – Adoption in Europe is fast and “sticky”, led by UK • Social networking provides supplementary usage occasions • Social network brands have a major opportunity in mobile – As access points – As aggregators of services – A As enablers of new behaviours bl f b h i © TNS 2010 All rights reserved

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HKD2 - TNS - Social goes mobile

by H&K Demystifying Digital on Mar 16, 2010

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HKD2 - TNS - Social goes mobile — Presentation Transcript