Mobile Mindset report by InSites Consulting

SummaryThis research report among 800+ smartphone usersgives insights into how they use their phones andtablets. It describes the openness for mobilemarketing efforts by companies, with a deep-diveinto the use of applications and the drivers of dailysmartphone use.The findings are summarized in the InSites ConsultingMobile Mindset Model which can guide marketingand research in the development and fine-tuningof a mobile strategy.The best part is: it has juicy numbers and you can usethem entirely for free… But sharing is caring, and wewould love being referenced for it! 2

Methodology• Online survey (CAWI)• Smartphone users only• Gender & age representative per country• 4 countries: • USA: N = 200 • UK: N = 206 • The Netherlands: N = 202 • Belgium: N = 205• In this sample, we did not weigh for OS use. The sample composition in terms of OS is the following: Operating system % N Android 27% 223 Apple iOS 22% 181 BlackBerry OS 16% 130 Symbian 14% 117 Windows 7 6% 50 Other Windows mobile version 2% 19 Other 2% 14 Unsure 10% 80 3

Guidelines for reading Question asked to respondent Conclusion summaryGraph with core findings Sample size & filter if applicable 4

……. 1.Chapter 1: DevicesUsage & Activities• There is not one single environment that is 100% device-free. Especially smartphones are omnipresent.• Most smartphones come with a data subscription; smartphone owners are heavy Internet users.• PCs are under increasing pressure from smartphones and tablets; while PCs might be the preferred device in many cases, in practice having a tablet or smartphone directly eats the time spent on a PC.• Mobile Internet time is spread evenly between mobile browsers and connected apps. 5

……. Device and data subscription 1.Q: Which of the following do you own?Q: To what extent are you planning on taking a data subscription in the following 12 months? A smartphone, with internet / data 78% All participants in this subscription study posess a smartphone. A smartphone, without internet / data 24% The majority of them has a subscription data subscription. About 15% of the A regular mobile phone 17% participants have a tablet, of which about half are equipped with a data A tablet pc, without internet / data 9% connection. subscription About 20% of smartphone A tablet pc, with internet / data subscription 7% owners without data subscription are interested in getting one. This number is slightly lower for tablets. Planning data subscription purchase for 41% 16% 23% 12% 8% smartphone Data subscription is significantly less penetrated in Belgium Planning data compared to other subscription purchase for 61% 9% 15% 9% 7% tablet countries (53% vs around 85%). 1 - Not at all 2 3 4 5 - Very much N = 812 | F = none 6

……. Internet Usage & Platforms 1.Q : How often do you use the Internet (checking e-mail, browsing websites, social networking...)?Q : How would you distribute the time you spend online between these devices (in percent)? 81% of smartphone users is online INTERNET daily. Most of that 7% 7% 5% 5% 7% 7% 41% 41% 40% 40% USAGE time is PC/laptop time. Within smartphones, Appl Almost never Not Not very often,1 hour/week Moderately Almost never very often, < < 1 hour/week Moderately Often, II go online daily Often, go online daily Very often, constantly connected Very often, constantly connected 2% iOS users are the e 2%most intensive 4% Internet users. 21% 37% PLATFORMS MOST USED 2% 2% 4% SMARTPHONE ONLINE TIME 33%Belgians are Per Mobile OS significantly more Apple iOS 32% 21 37 attached to Android 24% % % desktop use Laptop pc compared to Blackberry OS 23% 33 Desktop pc other countries. Windows 7 18% % Smartphone Symbian 12% Tablet pcOther windows mobile version 10% Game console Other 10% N = 812 | F = none 7

……. Future projections 1.Q : Now I’d like to invite you to look into the future... Within 2 to 3 years, how do you think this distribution will look for you? Will the timeon one or more devices increase/decrease? ` 21% 5% 26% 4% 5% 9% In the future, people 2% project their Internet 0% 2% time on smartphone and tablet to increase. 2% 0% 2% That time is directly impacting the laptop 37% and PC Internet time. 4% 33% 33% 6% 27% Current Future N = 812 | F = none 8

10% 20% 30% 40% 50% 60% 70% 80% 90% 10% 20% 30% 40% 50% 60% 70% 80% 90% ……. 10% 20% 30% 40% 50% 60% 70% 80% 90% Device preference 1.Q : For each of the following activities, which device do you prefer using? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Listening to music PCs are still king for many activities. Social networking Owners of a tablet however show a high preference for 0% 0% Reading email using this device Reading blogs & news Reading email Watching video’s/TV Browsing webpages Listening to music General work other than email Reading blogs & news Reading email Watching video’s/TV Browsing webpages Listening to music General work other than email 0% for many activities. Playing games Reading blogs & news Reading email Watching video’s/TV Browsing webpages Listening to music Social networking General work other than email Playing games Smartphones are not always the preferred device, Reading blogs & news but may be the only option in certain contexts. Their Reading e-books Smartphone Smartphone preference is Smartphone highest for listening Desktop PC / Laptop Desktop PC / Laptop to music, social Browsing webpages Desktop PC / Laptop networking and Tablet pc Tablet pc reading e-mail. General work other than email Tablet pc I prefer using another device for this I prefer using another device for this I prefer using another device for this Watching video’s/TV N = 812 | F = for tablets: if tablet owned (N=133)9

……. Device preference & cannibalization 1.Q : For each of the following activities, which device do you prefer using?When comparing people with and without tablets in Traditional PCs are negatively impacted to a largeterms of device preference, we see clear shifts in extent, and are no longer the preferred device for apreference. large number of actions such as social networking, reading articles…For smartphones, the shift in preference is small;some actions such as playing games and browsing Some actions, such as reading ebooks, are clearlywebpages are negatively influenced, while listening to boosted by having a tablet, while they are nearly notmusic and reading e-mails are boosted (probably due happening for non-tablet users.to an easy integration of both across mobile & tablet). Table: Comparison between tablet owners and non-tablet owners: Device preference per activity for smartphones and desktop PCs. Sm artphone Desktop PC / Laptop I dont do this activity at all Non-tablet ow ner Tablet ow ner Non-tablet ow ner Tablet ow ner Non-tablet ow ner Tablet ow ner Reading e-mail 24% 25% 72% 48% . . Brow sing w ebpages 8% 5% 89% 61% . . Social netw orking 25% 21% 56% 34% 17% 9% Watching video’s/TV 3% 6% 49% 40% 15% 5% Listening to music 28% 39% 28% 20% 11% 4% Playing games 19% 14% 42% 33% 24% 17% Work-related activities (not email) 8% 9% 77% 73% 13% 6% Reading e-books 9% 7% 15% 5% 58% 16% Reading articles on blogs/new s w ebsites 16% 11% 70% 39% 10% 6% N = 812 | F = for tablets: if tablet owned (N=133) 10

……. Device preference – per OS 1. 60% 50%Q : For each of the following activities which device do you prefer using? 40% 0% 10% 20% 30% 40% 50% 60% 30% Listening to music Apple iOS and 20% Android OS are the 10% Social networking main drivers of smartphone 0% preference. Playing games Watching video’s/TV Reading email Browsing webpages Listening to music Social networking General work, other than email Playing games The impact of OS is Reading e-books especially large when looking at Sig. Higher compared entertainment- Reading blogs & news to other OS (95%-level) related activities. iOS excels in driving Reading email Android music, gaming and N=223 ebook preference; Apple iOS N=181 Android is on par Browsing webpages when it comes to Blackberry OS N=130 social networking and reading blogs & Watching video’s/TV Symbian N=117 news. Windows 7 N=50 General work, other than email N = see Operating System | F = OS 11

……. Mobile web time 1.Q : How many hours do you spend on the mobile web? SMARTPHONE Daily usage Apps on smartphone 6% 34% 29% 18% 14% 14% 15% 15% 31% 25% 32% Data subscriptions 32% on smartphones are Browser on smartphone 14% 26% 28% 17% 15% more common than 10% 13% 22% 29% 26% on tablets. Never < 1h /week Couple of hs/week 1h/ day Several hours each day However, people with a data N = 632 | Filter = Only if has data subscription on smartphone subscription on a tablet spend more hours on the mobile TABLET net. There is no Daily usage difference between Apps on tablet 14% 15% 15% 31% 25% app Internet time 14% 15% 15% 31% 25% 56% and browser Internet time. Browser on tablet 10% 13% 22% 29% 26% 55% 10% 13% 22% 29% 26% Never < 1h /week Couple of hs/week 1h/ day Several hours each day Never < 1h /week Couple of hs/week 1h/ day Several hours each day N = 60 | Filter = Only if has data subscription on tablet N = see slide | F = if datasubscription on smartphone/tablet12

……. Smartphone activities 1.Q : Which of the following things have you already done on your smartphone? “To do” lists and entertainment-related Made a note to remember 65% activities are the most typical activities performed on a smartphone. Played a game 63% Listened to music 60% Across all activities, their frequency is higher for younger men in the USA and UK. Made a shopping list 32% Checked bank account balance 31% Furthermore, tablet owners are significantly more interacting with their smartphone. Shared article via social media 31% ………………………………………………………… Scanned a QR code or barcode 29% Shared an article via mail 29% Breadth of usage Looked up prices from competition, while in a store 25% (sum of all activities) Liked a company on Facebook 24% Mean Median Checked in a location w/location based networking 21% Paid a bill 19% 6,3 5,0 Watched a movie or tv show 19% Read an e-book 15% 5,5 5,0 Checked in for a plane flight …………………… 14% For all of these Rated a restaurant/shop/... 13% activities, Belgians score 4,0 3,0 Purchased tickets to an event 12% significantly Redeemed a mobile coupon 11% lower, especially compared to the 4,7 4,0 None of the above 12% US. N = 812 | F = none 13

……. Device usage context 1.Q : I use my smartphone / tablet / PC the most… ?Some environments are more „disconnected‟, others are very „connected‟, but there is no environment which is 100% device free. Evenwhile riding a bike or performing sports, 1/5th of people carry a smartphone. A tablet is a bed & TV device, a PC clearly a work device. Mostly disconnected environments Mostly connected environments ……………………………………………………..…………… ……………………………………………………..…………… 20% 56% 1% 2% While riding your bike 0% While commuting 20% 78% 38% 21% 64% 2% 2% During sports 3% While shopping 5% 77% 34% 25% 40% 2% 20% In the bathroom 16% While watching tv 46% 70% 32% 37% 44% 1% 29% While driving your car 5% At work / in school 11% 62% 26% 35% 62% 2% 9% On the toilet 21% With family/friends 27% Smartphone 60% 24% 39% 30% 7% PC/laptop 43% In the kitchen 30% When working/studying at home 16% 48% 24% 41% Tablet 73% 10% 1% In bed 49% Outdoor (e.g. in the park) 21% 42% No device 22% used here N = 812 | F = none 14

……. 2.Chapter 2: MobileMarketing Openness• 1/5th of smartphone users claims to be positive towards mobile marketing. This number increases to 35% when asking about mobile promotions.• Familiarity with the retail outlet and the location someone is at positively impacts openness to mobile marketing.• Most mobile marketing campaigns that people took part in were either via SMS, a branded app or mobile couponing. 15

……. Mobile Marketing acceptance 2.Q : Would you be open to receiving advertising or coupons when this is offered on your smartphone? TOP 2 ACCEPTANCE ………………… 50% 15% 18% 11% 7% TOTAL 50% 15% 18% 11% 7% 18% 1 - No, I dont want to be bothered 2 3 4 5 - Yes, I would like brands offering things on my phone 1 - No, I dont want to be bothered 2 3 4 5 - Yes, I would like brands offering things on my phone 38% 15% 22% 13% 13% 26% e 56% 14% 14% 11% 5% 16% 45% 14% 21% 14% 6% 20% 60% 17% 16% 4% 3% 7% 1/5 of respondents is accepting of mobile marketing initiatives. In more „mature‟ mobile markets like the US & the UK, this openness is clearly higher than in Belgium or The Netherlands. N = 812 | F = none 16

……. Mobile Marketing Openness in detail 2.Q : Could you indicate how open you are towards the following? TOP 2 Acceptance (5-point scale) ……………………………………………..……………………………… Promotions are the most Promotions e.g. price discounts, coupons... 35% accepted form of mobile marketing. Ads/coupon/marketing from retail store I regularly shop 31% Familiarity with the retail outlet and the participant‟s Location based advertising (from a shop you‟re at…) 27% current context (location) positively influence mobile Ads/coupon/marketing from a product/brand 19% marketing openness. Ads/coupon/marketing from my mobile provider 17% Consumers in The Netherlands are significantly less open towards mobile General advertising e.g. new products on the market 16% advertising. Ads/coupon/marketing via branded applications 16% UK and US consumers are much more open towards all types of mobile advertising. Ads/coupon/marketing via SMS 15% Ads/coupons/marketing via banners (apps,browser) 13% N = 812 | F = none 17

……. Communication Openness – Non-rejectors 2.Q : If a brand/product wants to communicate with you right now on your mobile, would you do it? TOP 2 FUTURE INTENTION …………………..… 9% 20% 38% 25% 8% TOTAL 9% 20% 38% 25% 8% 33% 1 - No, I would not subscribe 2 3 4 5 - Yes I would subscribe 1 - No, I would not subscribe 2 3 4 5 - Yes I would subscribe 8% 17% 33% 31% 11% 42% e 8% 17% 40% 26% 9% 35% 13% 24% 33% 23% 7% 30% 9% 24% 47% 17% 4% 21%Among non-rejectors of mobile marketing, 33% wouldn‟t mind communicating with a brand or productimmediately. N = 410 | F = if non- rejectors of mobile marketing 18

……. Preferred Mobile Marketing Channels – Non-rejectors 2.Q : How would you prefer participating in a mobile advertising campaign? By receiving a mobile coupon 32% Mobile coupons are the Through SMS 20% most popular form of branded communication, also among non-rejectors of mobile advertising. By receiving information about I location I am close to 18% SMS and location-based advertising rank second. These non-rejectors are By scanning a QR-code 12% not open to bannering efforts. By downloading a branded application 11% SMS is significantly more preferred in Belgium (where there are also more feature phones on Through bannering in an application 4% the market). Through bannering on a mobile website 4% N = 410 | F = if non- rejectors of mobile marketing 19

……. Participation frequency – Non-rejectors 2.Q : How often would you like to participate? TOP 3 AT LEAST WEEKLY …………………..… 3% 15% 19% 23% 27% 7% 7% 41% TOTAL 3% 15% 19% 23% 27% 7% 7% Never Never Only now and then. Only now and then. Bi-monthly Bi-monthly Monthly Monthly Weekly Weekly Several times a week Several times a week Daily Daily 4% 12% 19% 16% 30% 11% 9% 50% e 2% 12% 23% 23% 27% 3% 11% 41% 1% 21% 15% 27% 28% 5% 3% 36% 3% 15% 20% 28% 21% 11% 2% 34% 41% of non-rejectors of mobile marketing are open to getting mobile marketing messages at least weekly. This number is higher in the US (50%) and is the lowest in Belgium (34%). N = 410 | F = if non- rejectors of mobile marketing 20

……. Past participation in Mobile Marketing 2.Q : Did you participate in/subscribe to a mobile advertising campaign before?Q : How did you participate in this mobile marketing campaign? PAST PARTICIPATION ON About 10% of MOBILE CAMPAIGNS COMMUNICATION smartphone users CHANNEL USED participated in a 9% mobile marketing campaign Through SMS 45% before, most of them via SMS, but about 91% 1/5th of them by By downloading a branded application 22% downloading a branded application. Yes I did No I didn’t N = 812 | Filter = None e By receiving a mobile coupon 14% Mobile couponing campaigns seem to PAST By scanning a QR-code 9% occur less PARTICIPATIO often, notwithstandin N g their high 14% Through bannering in an application 5% acceptance. 10% People in the US are 6% Through bannering on a mobile website 5% more likely to have participated before. 6% N = 74 | Filter = IF particpated N = 74 | F = if previous participation to mobile campaign 21

……. 3.Chapter 3:Applications• On average, people have about 25 apps installed on their phone. iOS users have almost double that amount.• Social media apps, games and informational applications are used and installed most frequently.• Not many branded apps are used and installed. A good branded app helps people to do something better, stays close to the category and is very much up-to-date with the latest branded information. 22

……. Installed applications 3.Q : How many of the apps below have you installed? Total diverse/entertainment apps 6,4 7,4 10,3 2,7 3,4 2,9 games 5,9 5,6 10,2 3,2 2,6 3,5 informational applications 5,3 5,2 8,7 3,1 3,1 2,9 social media applications 2,8 2,6 3,7 2,9 1,3 2,8 business applications 2,7 2,6 3,3 2,8 1,8 2,7 branded applications 1,5 1,1 2,7 1,0 0,5 2,1 branded games 0,9 0,5 1,3 1,1 0,3 2,3 Total number of apps installed 25,5 25 40,2 16,8 13 19,2 On average, people have installed about 25 apps. Apple iOS users nearly double this number, while Symbian users are at about half that amount. The most popular type of apps are entertainment apps and games, followed closely by informational applications. N = 812 | F = none 23

……. Application use 3.Q : On average how much do you use these types of applications? TOP 3 APPS FREQUENCY OF USE AT LEAST WEEKLY …………………..… 6% 7% 12% 15% 19% 41% 75% Social media apps Informational apps 4% 13% 14% 22% 25% 23% 70% Games 5% 14% 17% 21% 24% 19% 64% Business apps 5% 16% 18% 22% e 21% 18% 61% Other apps installed on 6% 12% 22% 24% 21% 15% 60% my phone Branded games 12% 25% 19% 13% 22% 9% 44% Branded apps 13% 25% 21% 23% 13% 5% 41% I open them once and then forget about them I sometimes use them, but not very often (less than monthly) I use them at least monthly I use them at least weekly I use them several times a week I use them daily. Sometimes even several times a day N = min 132 – max 480 | F = if ever 24 used this type of app

……. Installed vs usage 3.Q : How many of the apps below have you installed?Q : On average how much do you use these types of applications? 7 Other apps Games 6 Informational apps Branded apps 5 and games are # apps installed not often 4 installed and not often used 3 eBusiness apps Social media apps either. Improvement in this domain is 2 Branded apps needed. Branded games 1 0 0% 10% 20% 30% 40% 50% 60% 70% Weekly usage N = min 132 – max 480 | F = if ever used this type of25 app

……. Branded applications 3.Q : In your opinion, which of the following should an application made by a brand be/do? ...help me do things better (make shopping easier) 51% A branded application ...stay close to the category the brand belongs to 39% should add value for consumers, help them do ...always give me the latest information about the product/brand 37% things better. Furthermore, a clear category link is important, ...be entertaining 35% along with being very much up-to-date on the ...be aimed towards doing something during purchase of that product (eg price comparison) e 30% brand. ...interact with the real-world-product 28% Sharing experiences or interacting with the ...interact with the environment (e.g. triggering actions environment and the 23% based on where I am) consumption moment are deemed less relevant. ...be aimed towards doing something during 20% consumption (eg helping you prepare) ...help me share experiences with my friends/ 16% N = 812 | F = none 26

……. 4.Chapter 4: MobileMindset Model• There are 3 core drivers of smartphone use • Connecting with others • Convenience of finding information • Entertainment• Most of these drivers are overlapping to some extent• The mobile mindset model is a structured approach that can help marketers decide what kind of application or mobile website to build, keeping in mind: • The objectives • The user • The context • The value to provide 27

……. Mobile Mindset Model 4.Q: I use my phone for… Staying in touch In general, making Keeping with friends and life easier, more entertained during family convenient empty moments Connectivity Convenience Entertainment 72% 58% 53% The core drivers of using smartphones are contacting people and staying in touch, convenience and accessibility of information on the go, and entertainment. Contact is the largest driver, at 72%. Convenience and entertainment follow suit at 58% and 53% respectively. N = 812 | F = none 28

……. Mobile Mindset Model - overlap 4.Q: I use my phone for… If we look at the overlap Connectivity 14% Convenience between these 3 drivers (people using smartphones for at least 19% 5% one of these reasons), 4 out of 42% 10 users use their phone for all 3 reasons. Connectivity is the largest „lone standing‟ driver; 9% 6% the overlap between connectivity and convenience (without entertainment) is also Entertainment substantial. 5% N = 812 | F = none 29

……. Mobile Mindset Model 4.Q: I use my phone for… The Mobile Mindset Model offers a structured approach to mobile marketing, which has the drivers of smartphone use at its core. Keeping in mind your objectives and what you already know about your brand, consumer needs and the mobile behaviour of your target group, it is the marketer‟s mission to provide people with a relevant solution for one of the core drivers which is linked to their brand. The context of use is one important background variable to keep in mind. 30

……. Mobile Means-Ends Mapping 4.Q: Please indicate which functionality you use for the following purposes. Entertainment Connectivity Convenience N = 812 | F = none 31

……. Mobile Means-Ends Mapping 4.Q: Please indicate which functionality you use for the following purposes. If we look at the core drivers of Entertainment smartphone use and map the Connectivity different apps and functionalities of a smartphone on there, we see a whole lot of „usual suspects‟ popping up in positions where we‟d expect them. Interesting however is that social media apps are in between connecting and entertaining, that Convenience media-consumption maps between entertainment and convenience, and that the same goes for branded applications… N = 812 | F = none 32

Let‟s connect! Elias@insites-consulting.com @EliasVeris http://be.linkedin.com/in/eliasveris… for mobile research in surveys and/or online researchcommunities.… for research concerning mobile strategy or mobilecommunication.… for research in or around your (branded) application.… for a speech or a good discussion about our mobileworld. 33

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Mobile Mindset report by InSites Consulting

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