01 dna 2013 jonathan sinton

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01 dna 2013 jonathan sinton

  1. 1. UNDERSTANDING THE MOBILE CONSUMER Jonathan Sinton, TNS©DNA://13 1
  2. 2. We spoke to 38,000 people… across 43 marketsincluding 996 peopleaged 16-60 in Australia. ©DNA://13
  3. 3. The focus of my presentation today & State of the (mobile) nation ©DNA://13 3
  4. 4. State of the (mobile) nation©DNA://13 4
  5. 5. Australia amongst top smartphone markets in the world66% own one 66 54 40 27 30 15 22 8 4 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 ©DNA://13 5
  6. 6. Reason? We can afford to.Mobile Ownership Vs. GDP (PPP) - Global R² = 0.661GDP (PPP) per capita Smartphone penetration ©DNA://13 6
  7. 7. Mobiles now consume 22% of our tech time. (Facetime across PC/Laptop/ tablet/ mobile)©DNA://13 7
  8. 8. 34% for smartphone owners. (Facetime across PC/Laptop/ tablet/ mobile)©DNA://13 8
  9. 9. Total market growth is being driven on both dimensions: users andshare of time 2 0 1 3 Smartphone 2 0 1 2 penetration Mobile share of time ©DNA://13 9
  10. 10. Android is now leading in a clear two horse race ANDROID iPHONE RIM WINDOWS SYMBIAN Share of smartphone OS platforms ©DNA://13 10
  11. 11. Use mobile web ©DNA://13 11
  12. 12. Use mobile web 32% 2010 ©DNA://13 12
  13. 13. Use mobile web 46% 2011 ©DNA://13 13
  14. 14. Use mobile web 58% 2012 ©DNA://13 14
  15. 15. Use mobile web 68% 2013 ©DNA://13 15
  16. 16. Mobiles have become ourprimary means ofinvestigation: anywhere, any time we have the answer. ©DNA://13
  17. 17. Social is the crack of mobile addiction 48% using via mobile. 2012 ©DNA://13 17
  18. 18. Social is the crack of mobile addiction 53% using via mobile. 2013 ©DNA://13 18
  19. 19. 11% are watching or streaming video via mobile 2011©DNA://13 19
  20. 20. 45% are watching or streaming video via mobile 2013©DNA://13 20
  21. 21. 51% 2010 ©DNA://13 21
  22. 22. 53% 2011 ©DNA://13 22
  23. 23. 56% 2012 ©DNA://13 23
  24. 24. 58% 2013 ©DNA://13 24
  25. 25. Women are the Queensof mobile gaming. 61% vs. 54% ©DNA://13 25
  26. 26. ©DNA://13
  27. 27. 20% 2012 21% 2013 25% 46%Have QR code Have no QR code reader but reader on their don’t use phone ©DNA://13 27
  28. 28. Showrooming is now the norm ©DNA://13 28
  29. 29. Mobile now playing a role throughout thepurchase process31%researchingproducts athome (viamobile). 21% making mobile payments. ©DNA://13 29
  30. 30. 4 Myths of Mobile ©DNA://13 30
  31. 31. Mobile is the Once you get a Men drive All brands dominant smartphone, you smartphone usage must have technology instantly change an app behaviour MYTH #1 MYTH #2 MYTH #3 MYTH #4 ©DNA://13 31
  32. 32. MYTH #1 Mobile is the dominant technology ©DNA://13 32
  33. 33. PCs still dominate Total Facetime 49 18 27 PC/Laptop Tablet Smartphone Online time 75 9 10 Share of device time, among people owning all three devices ©DNA://13 33
  34. 34. PCs still dominate Facetime % IM/Chat Social Games Email News Search Internet Banking Researching products Video/VoIP calls Education Streaming video Purchasing online ©DNA://13 34
  35. 35. But an under represented share of ad dollars are going to mobileShare ofad $ Share of time ©DNA://13 35
  36. 36. Mobile provides an opportunity for greater cut-through©DNA://13 36
  37. 37. 16% use mobile more than PC.©DNA://13 37
  38. 38. MYTH #1 Mobile is the dominant technology ©DNA://13 38
  39. 39. MYTH #2 Once you get a smartphone, you instantly change behaviour ©DNA://13 39
  40. 40. 2nd + smartphone owners New smartphone owners Feature phone owners Penetration: 100% Early Majority X WE ARE HERE Early Adopters Late Majority 50%Innovators Laggards 0% INNOVATION ADOPTION LIFECYCLE ©DNA://13 40
  41. 41. Smartphones do change consumer behaviour Mobile web 80% Using apps Feature Show-rooming phone Social networking owners 50% 2nd time 1st time smartphone smartphone 20% owners ownersShare of time 34% 31% --(smartphone) ©DNA://13 41
  42. 42. MYTH #2 Once you get a smartphone, you instantly change behaviour ©DNA://13 42
  43. 43. MYTH #3 Men drive smartphone usage ©DNA://13 43
  44. 44. Women are more focused on smartphones Share of facetime % % 17 Smartphone 25 6 9 Tablet 72 62 PC/Laptop Male Female ©DNA://13 44
  45. 45. Women dominate across all mobile behaviours Weekly usage of activities % QR codes 6 7 Bluetooth 25 18 Location services 23 24 Streaming video 21 25 Games 37 41 Listening to music 36 42 IM 41 49 Calendar 43 49 Apps 44 51 Email 46 52 Social networking 35 54 Browsing the Internet 50 61 Taking photo/video 42 61 Mobile Life 2013; D1 ©DNA://13 45
  46. 46. MYTH #3 Men drive smartphone usage ©DNA://13 46
  47. 47. MYTH #4 All brands must have an app ©DNA://13 47
  48. 48. App’s dominate mobile facetime web 4% Total time spent on applications versus websites Excluded Voice, SMS and System applications apps 96% ©DNA://13 48
  49. 49. Most app usage is driven by entertainment and connectionShare of daily app time – split by category(# minutes per user/day/category) 1 2 55% share 3 1 1 0 Total/Day 19 26% share 42 10 5% share 1 4 14% share mins. ©DNA://13 49
  50. 50. Branded app penetration is tiny<1% = branded apps ©DNA://13
  51. 51. It’s very difficult to get an app onto people’s phones… 64% don’t like cluttering phone with apps ©DNA://13 51
  52. 52. And cutting through is becoming harder and harder… 700,000 775,000 ©DNA://13
  53. 53. Influencing opinion is often website (not app) drivenDistribution in daily application time - applications versus websites(% of total usage per category) 8 3 6 9 2 Applications 19 18 39 63 Mobile websites 92 97 100 94 91 98 81 82 61 37 * Admin Email Gaming Interest Knowledge Multimedia News Organise Shopping Social ©DNA://13 53
  54. 54. MYTH #4 All brands must have an app ©DNA://13 54
  55. 55. Thoughts to leave you with… Interactive Quality Bite sized ©DNA://13

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