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Mobile 360 - TNS NIPO, Google, DTG, Vodafone, KPN

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  • 1. ©TNS 2012The Mobile revolution;impact for marketeersMartin WarmelinkClient service director and Digital LeadTNS Nipo
  • 2. ©TNS 2012Smartphone ownership2Tablet in household55% 30%0%10%20%30%40%50%60%2009 2010 2011 20120%10%20%30%40%50%60%2009 2010 2011 20122012 salesSmartphone %: 67%OS:- Android 65%- IOS 25%- Blackberry 5%
  • 3. ©TNS 2012 3
  • 4. ©TNS 2012 4
  • 5. ©TNS 2012 5Backgrounds20th of April - 20th of May 2012.Android (High End) n=432Android (Low End) n=338BlackBerry n=99iPhone n=243
  • 6. ©TNS 2012mins.Daily application face time(# minutes per user per day)Communication market face time during the day(# minutes per user throughout the day)00,40,8Voice SMS IM E-mail Personal networkingmins.Communication overview
  • 7. ©TNS 2012 7Quiz:How much time spent on apps and mobile websites perday?(excluded Voice, SMS and system apps)a. Less than 15 minutesb. Between 15 and 30 minutesc. Over 30 minutes
  • 8. ©TNS 2012 8Applicationsand onlinewebsitesaccount for anaverage of42minutesof market facetime per day forsmartphoneusers
  • 9. ©TNS 2012 9Pre-purchase period(# months before)Total fixed internet usage before and after smartphone purchaseMoment of 1stsmartphonepurchasePost-purchase period(# months after)
  • 10. ©TNS 2012 10Pre-purchase period(# months before)Total fixed internet usage before and after smartphone purchaseMoment of 1stsmartphonepurchasePost-purchase period(# months after)
  • 11. ©TNS 2012 11Fixed internet usage before and after purchaseAverage # of minutes per user over 6 months periodBase: smartphone owners
  • 12. ©TNS 2012 12Quiz:Who spends most time on the internet on their device?a. Blackberry usersb. Android usersc. iPhone users
  • 13. ©TNS 2012 13Applicationsand onlinewebsitesaccount for anaverage of42minutesof market facetime per day forsmartphoneusers1. Android High – 48 minutes2. Android Low – 41 minutes3. Blackberry – 36 minutes4. iPhone – 33 minutes
  • 14. ©TNS 2012 14ConsumerSegmentation forDummies
  • 15. ©TNS 2012Total/Day42mins.1918321312110,17CommunicationEntertainmentInformationManagementSocial networking & connectingEmailMulti-media & entertainmentOnline gamingPersonal interestShoppingKnowledge & educationNews, sport & weatherPersonal adminPlanning and organising
  • 16. ©TNS 2012 16Quiz:On which device do people spend more time?a. Smartphonesb. Tablets
  • 17. ©TNS 2012 17Applications andonline websitesaccount for anaverage of22minutesof market face timeper day for iPadusers
  • 18. ©TNS 2012 18Quiz:What is the biggest activity on iPads?a. Multimediab. Socialc. Gaming
  • 19. ©TNS 2012Total/Day22Total/Day42
  • 20. ©TNS 2012 20
  • 21. ©TNS 2012“Mobile is not always mobile”*3GWiFi17minutesa day25 minutesa dayTotal dailymarket time
  • 22. ©TNS 2012 22Quiz:App vs. weba. 55% appsb. 75% appsc. 95% apps
  • 23. ©TNS 2012 23Mobile is app...95%
  • 24. ©TNS 20120%10%20%30%40%50%60%70%80%90%100%1 10 100 1.000 10.000Total spend time (hours) (App) Total spend time (hours) (websites)And mobile is Web ….Web sitesApps
  • 25. ©TNS 2012 25
  • 26. ©TNS 2012RelevanceIndependenceConvenienceExperienceTransparency27%13%20%16%18%8%
  • 27. ©TNS 2012 271. Build consumer journeys2. Formulate KPI’s and how to measuresuccess3. Create a uniform brand experienceacross platforms4. Begin with a responsive website5. Maybe then apps….6. Launch and iterate6 ingredients for a mobile strategy
  • 28. ©TNS 2012 2810.0001.000500New developmentsMulti device panel
  • 29. ©TNS 2012Thank youMartin WarmelinkClient service director and Digital LeadTNS Nipo+31 653720496Martin.warmelink@tns-nipo.com

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