Mobile Media and TV
 

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The explosion of mobile internet usage has enabled the mobile advertising opportunity, but as most advertising planners know, truly engaging advertising doesn’t work in silos, it works together. ...

The explosion of mobile internet usage has enabled the mobile advertising opportunity, but as most advertising planners know, truly engaging advertising doesn’t work in silos, it works together.

The aim of this report is to show how mobile media usage works in conjunction with other media (in particular TV), and how this creates new opportunities for advertisers to influence consumers at the point of purchase (m-commerce).

To provide a global perspective the initial section of this report looks into data across: UK, US, Brazil, Indonesia, Egypt, Singapore, India, South Africa and Qatar. The second section takes a more qualitative look into the day in the life of a mobile consumer in the UK, using mobile diaries to track behaviour.

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Mobile Media and TV Presentation Transcript

  • 1. Mobile Media and TV Q2 2011 Mobile and Media
  • 2. Mobile Media and TVThe explosion of mobile internet usage has enabled the mobileadvertising opportunity, but as most advertising planners know, trulyengaging advertising doesn’t work in silos, it works together.The aim of this report is to show how mobile media usage works inconjunction with other media (in particular TV), and how this createsnew opportunities for advertisers to influence consumers at the point ofpurchase (m-commerce).To provide a global perspective the initial section of this report looksinto data across: UK, US, Brazil, Indonesia, Egypt, Singapore, India,South Africa and Qatar. The second section takes a more qualitativelook into the day in the life of a mobile consumer in the UK, usingmobile diaries to track behaviour.
  • 3. On Device Services In The On Device On Device Moment Answers Panels ResearchDevice agnostic survey Understand behaviour Mobile consumer product. Works on and attitudes, in the research panels in any web-enabled feature moment using GPS country (with a focusphones, smartphones, enabled mobile on emerging markets). PC, iPad, etc. surveys and diaries
  • 4. Agenda1. Mobile In Context – Mobile and Other Media2. Day in the Life of Mobile
  • 5. On Device Methodology Mobile Internet survey Respondents recruited Data analysed to retrieve created through On through On Device insights Device Answers Panels Do you have a bank 70% account? 59% % Mobile Internet Users 60% 50% 41% 40% 30% 20% 10% 0% Yes No• Online interface allows clients • Consumers fulfil survey on • Survey results are processed to create and edit surveys. the mobile internet. and analysed.• 5 question types available. • The sample is representative • Analysts deliver insight on• Automatic identification of of mobile internet browsers consumer behaviour and device, carrier and GPS and weighted by OEM share attitudes. location (where possible). and demographics.
  • 6. A third of mobile internet users browse in conjunction with TV.• TV advertising has utilised many calls to action over the years, the mobile internet provides a new option.• The growing trend for mobile commerce, combined with the ability of TV to influence consumers has created new opportunity to influence consumers at the point of transaction. % Other Media Used While Accessing Mobile Internet 50% 40% 36% 34% % Respondents 30% 27% 26% 19% 20% 10% 0% TV PC/Computer Radio Newspaper Magazines Countries: UK/US/Brazil/Indonesia/Egypt/Singapore/India/South Africa/Qatar Date: June 2011 N= 8530
  • 7. Whilst TV is the key media used with mobile, there are cultural differences across markets • In the UK, 46% of mobile internet browsers use their mobile phone whilst also using their desktop computer. • In emerging markets different trends are seen, in Brazil many people listen to radio whilst browsing the mobile web. % Other Media Used While Accessing Mobile Web 50% 46% 43% 42% 40% 40% 38% 35% 32% 32% % Respondents 28% 29% 30% 26% 26% 22% 22% 20% 16% 10% 0% TV PC/Computer Radio Newspaper Magazines US UK Brazil Countries: UK/US/Brazil/Indonesia/Egypt/Singapore/India/South Africa/Qatar Date: June 2011 N= 8530
  • 8. Those who watch TV whilst browsing the mobile internet skew male and under 35. • For brands interested in young consumers, TV adverts combined with mobile calls to action offer the perfect opportunity to transact. Watch TV Whilst Using the Mobile Internet Watch TV Whilst Using the Mobile Internet - - Gender Age 100% 100% 6% 9% 90% 15% 90% 23% 12% 35% 32% 80% 80% 26% 14% 70% 70% 26% 60% 60% 25% % Group% Group 50% 50% 34% 40% 77% 40% 65% 68% 30% 30% 56% 20% 20% 46% 31% 10% 10% 0% 0% Total (all markets) UK US Total (all markets) UK US Male Female Under 25 25 to 34 35 to 44 Over 45 Countries: UK/US/Brazil/Indonesia/Egypt/Singapore/India/South Africa/Qatar Date: June 2011 N= 8530/456/555
  • 9. 91% of those who watch TV whilst browsing the mobile web use mobile commerce** Mobile commerce defined at researching or purchasing products and servicesvia the mobile internet.• TV advertisings ability to build brands is well known. The trend defined in this report gives new potential for direct response advertising and influencing consumers to purchase there and then via their mobile phone.• Those who browse the mobile internet whilst watching TV are 12% more likely to use mobile commerce than the average mobile internet user. % Use Mobile Commerce * 100% 91% 82% 80%% Respondents 60% 40% 20% 0% Mobile Internet Users Those who use TV while mobile browsing Countries: UK/US/Brazil/Indonesia/Egypt/Singapore/India/South Africa/Qatar Date: June 2011 N= 8530
  • 10. 59% of TV watching mobile browsers have purchased a digital product on their mobile • Other popular products are clothes, books, DVD’s and tickets, providing new opportunities for large advertisers to influences and generate revenues with TV ads. % TV Watching Mobile Browsers - Item/s Purchased Via Mobile Phone 100% 80%% Respondents 59% 60% 40% 19% 20% 14% 14% 14% 12% 11% 11% 11% 0% Digital Clothes / Books DVD Tickets: Tickets: CD Food / drink None of product eg shoes events or Transport these ringtone/App cinema Countries: UK/US/Brazil/Indonesia/Egypt/Singapore/India/South Africa/Qatar Date: June 2011 N= 8530
  • 11. Agenda1. Mobile In Context – Mobile and Other Media2. Day in the Life of Mobile
  • 12. On Device Methodology: In the Moment Research• 201 respondents used their smartphone to ‘Check In’ each time the used mobile media throughout the day.• Each time a respondent checked in their GPS location was taken and they were asked: Mobile Usage Which other media? Where?
  • 13. Mobile media interactions peak in the morning and evening.• Interaction peaks are clearly related to consumers ‘downtime’• Do you and your brand have permission to enter this space? Time of Day Mobile Media Interactions - Weekday 30% 25% % of Interactions 20% 15% 10% 5% 0% Early Morning Morning Midday Afternoon Evening Late Evening Mobile Media Usage MM In Conjunction with TV Countries: UK Date: June 2011 N= 201
  • 14. 71% Mobile Media usage happening in the home• Contrary to popular belief, the primary location for mobile media usage is in the home. % Location of Mobile Media Interactions Other, 4% Work, 11% Out and About, 14% Home, 71% Countries: UK Date: June 2011 N= 201
  • 15. 63% of mobile media interactions in the evening are in conjunction with TV • Mobile usage peaks in the evening when people have more ‘downtime’. • The convenience of mobile browsing provides a ideal accompaniment to TV watching. Time of Day Mobile Media Interactions - Weekday 30% 25% % of Interactions 20% 15% 63% 10% 5% 29% 0% Early Morning Morning Midday Afternoon Evening Late Evening Mobile Media Usage MM In Conjunction with TV Countries: UK Date: June 2011 N= 201
  • 16. Mobile used to fill time between ad breaks• Space filling is the primary usage of mobile (between ad breaks)• This reinforces the need to generate engaging TV campaigns if a mobile transaction is desired. Why do you use your mobile when you are watching TV? 70% 65% 60% 56% 53% 50% 43% % Respondents 39% 40% 30% 20% 10% 0% Fills time in the adverts Look up something Im addicted to my Its fun Look up something break mentioned on TV phone after seeing an advert on TV Countries: UK Date: June 2011 N= 201
  • 17. Mobile social networking and commerce used whilst watching TV• Mobile social networking the key activity performed while watching TV, the opportunity to generation word of mouth and buzz from successful campaigns is huge. What Do You Use Your Mobile For Whilst Watching TV? 90% 85% 84% 80% 75% 70% 60% 56% % Respondents 52% 50% 38% 38% 40% 30% 20% 10% 0% Social Email Games Search News Weather Shopping Networking Countries: UK Date: June 2011 N= 201
  • 18. Case Study: Male 18-24• Understanding consumers media usage journey throughout the day can aid the development and design of 360 campaigns. 3) 11.30am: 1) 8am: Where: Work 4) 21.15pm: Where: At Home Mobile: Email + Weather Where: Home Mobile: Social Networking Used with: Poster Adverts Mobile: Social Networking Used with: Newspaper + Email Used With: TV 2) 8.30am: Where: Public Transport Mobile: Weather Used with: No other media Countries: UK Date: June 2011 N= 201
  • 19. Thank You Presentation by: Jamie Warren Project Manager jamie@ondeviceresearch.com For further information: James van den Hout Sales Director james@ondeviceresearch.com +44 (0) 7966 025 125