Connected Europe - Cómo los teléfonos inteligentes y tabletas están cambiando el consumo en los medios
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Connected Europe - Cómo los teléfonos inteligentes y tabletas están cambiando el consumo en los medios

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comScore y Telefónica Germany han compartido los resultados de un estudio “Connected Europa – ¿How smartphones and tablets are shifting media consumption” que pone de manifiesto el cambio ...

comScore y Telefónica Germany han compartido los resultados de un estudio “Connected Europa – ¿How smartphones and tablets are shifting media consumption” que pone de manifiesto el cambio operado en los hábitos de consumo en los medios de comunicación provocado por los smartphones, tabletas y otros dispositivos conectados. No hace mucho tiempo, los consumidores dependían únicamente de su ordenador para conectarse a Internet. Hoy en día, estamos ante un contexto muy diferente, ya que los consumidores utilizar cada vez con más frecuencia dispositivos móviles para consumir contenidos digitales a diario. Por lo que existe una necesidad de una estrategia de marketing diferente de la desarrollada hasta la actualidad.

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    Connected Europe - Cómo los teléfonos inteligentes y tabletas están cambiando el consumo en los medios Connected Europe - Cómo los teléfonos inteligentes y tabletas están cambiando el consumo en los medios Presentation Transcript

    • CONNECTED EUROPEHow smartphones and tablets are shiftingmedia consumption Linda Abraham, CMO comScore René Schuster, CEO Telefónica Germany
    • Cross-platform consumption has createda vastly different landscape… The Rise of smartphones and tablets. Apple demonstrated leadership Key Players in the fragmented mobile ecosystem Mobile Media is booming Connected device traffic is gaining share of overall traffic Apple’s halo continues to expand with the iPad…with mobile commerce taking off andreshaping expectations for the retail industry
    • THE RISE OF SMARTPHONESEU5 LEADS THE US Source: comScore MobiLens, EU5 and US, 3 mon. avg. ending Oct 2011
    • ANDROID GOES MAINSTREAM
    • TABLETS NOT JUST FOR MOBILE USERS Percent of Mobile Owners That Also Own Tablet Source: comScore MobiLens, 3 mon. avg. ending Oct 2011 EU5 6.6% ES 8.8% IT 6.9% FR 6.8% UK 6.2% DE 5.4%
    • APPLE ECOSYSTEM TAKES TOP SPOT FORTOTAL DEVICES IN USE OS Market Share Audience Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011 Other 4% Microsoft 5% Apple iOS RIM Google Android Apple 8% 30% Symbian RIM Smartphones Symbian Tablets 26% Microsoft Other Devices (iPod Touch) Other Android 27% 0 10,000 20,000 30,000 40,000 Users (000)
    • MOBILE MEDIA CONSUMPTION ON THE UP
    • MOBILE LEADS BUT TABLETS GAINING STEAM
    • TABLET USAGE SPIKES AT NIGHT
    • APPLE’S HALO CONTINUES TO SHINE WITH THE iPAD Tablet Ownership Amongst Smartphone Owners Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011
    • MOBILE RETAIL USAGE IS ACCELERATING
    • YOUNG MALES DRIVING MOBILE RETAIL Demographic Profile of Mobile Retail Users by Index Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011 Male 125 Female 75 13-17 130 18-24 200 25-34 175 35-44 116 45-54 58 55+ 29 Index of 100 indicates average representation
    • SMARTPHONES OPEN UP A WHOLENEW WORLD FOR CONSUMERS… E-commerce and Related Services Accessed by % of Smartphone Users Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011 Accessed bank accounts 20.3 Accessed online retail 13.9 Accessed electronic payments 12.1 Accessed shopping guides 10.9 Accessed credit cards 10.6 Used deal-a-day 10.1
    • ... AND BECOMES AN IN-STORE SHOPPING TOOL Top Activities Performed in a Retail Store by % of Smartphone Users Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011 Took picture of a product 21.8 Texted or called friends/family about a 14.9 product Scanned a product barcode 10.9 Sent picture of product to family/friends 10.1 Found store location 6.6 Compared product prices 6.4 Researched product features 4.5 Found coupons or deals 3.9 Checked product availability 2.4
    • Connected EuropeDownload a complimentary copy of the reportwww.comscore.com/connected-europeQuestions? Email worldpress@comscore.comor reach out on Twitter @comScoreEMEA