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Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
Karin Du Chenne Tns Research Surveys
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Karin Du Chenne Tns Research Surveys

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Habari Digital Symposium

Habari Digital Symposium

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  • 1. Global Telecoms Insights 2009 A world of mobile insight Karin Du Chenne Karin.DuChenne@tns-global.co.za March 2009 TNS Copyright 1
  • 2. GTI 2009 is designed to provide insight into the four key drivers of the telecoms market Consumerisation Convergence Why do consumers How converged is act the way they do? consumer behaviour? What will they do And how convergence- next? ready are they? Mobility Innovation Are consumers using Which features and services their mobile potential? are positioned for future growth? How do different mobile devices and Which niche brands will services interact? become mass market? TNS Copyright 2
  • 3. It looks to understand the evolution of global, regional and local trends in mobile technology 32 markets; 20622 respondents; Interviewing Nov/Dec 2008 Regions covered: •N America: USA, Canada •Europe: UK, France, Germany, Spain, Italy, Netherlands, Sweden •Dev Asia: Japan, Korea, Hong Kong, Malaysia, Singapore, Taiwan, Australia •China: China only •India: India only •Russia: Russia only •Emerg Asia: Pakistan, Indonesia, Vietnam, Thailand •Lat Am: Mexico, Brazil, Argentina •N Africa: Morocco, Egypt •M East: Saudi Arabia, UAE, Kuwait •S Africa: South Africa only New markets for ‘09: Singapore, Malaysia, Pakistan Markets omitted : Algeria TNS Copyright 3
  • 4. THE BIG PICTURE What do you need to know? TNS Copyright 4
  • 5. THE BRAND FACTOR What is the current state of the consumer-brand relationship? TNS Copyright 5
  • 6. TNS uses a set of questions to calculate the level of ‘involvement’ a consumer has in the mobile phone sector An ‘involved’ consumer is categorised as displaying some of the following behaviours: Chooses quality over price Brand is an important driver of purchase ‘Involved’ and ‘Uninvolved’ consumers are different and by understanding the level of involvement, High levels of research prior to purchase local market strategies can be developed Active pursuit of new products and services Engages in discussions with friends and colleagues TNS Copyright
  • 7. The mobile phone sector continues to engage consumers, although sector involvement is regional % ‘Involved consumers’ Level of sector involvement – mobile phones 61 55 High involvement Average involvement Low involvement 2008 2009 Involvement segmentation: See slide 5 for explanation. Measure defines level of consumer involvement in the mobile phone sector (Highly involved +8%, Involved within 8%; Uninvolved -8% on global average) 2008 Base: All mobile users; 13468 2009 TNS Copyright users; 17264 1439 333 451 373 460 437 473 492 536 557 489 607 498 494 433 523 2031 724 325 379 432 Bases: All mobile 7 706 325 349 361 447 506 368 496 377 393 450
  • 8. TNS Conversion Model profiles the consumer relationship with individual brands, both handset and network providers NON-USERS USERS Weakly Strongly Available Ambivalent Entrenched Average Shallow Convertible Unavailable Unavailable Committed Uncommitted Open Unavailable Brand Users Brand Users Non-Users Non-Users TNS Copyright 8
  • 9. Conversion Model also profiles the relationships with mobile phones brands generally Consumers are asked a series of questions based on their current use of brands and attitudes to competitors, and are placed in appropriate segments • Strong attachment to one brand Single-minded • Committed, but less interested in general Passive Shared (committed / • Equally attracted to two or more brands uncommitted • Unhappy with current brand Seekers • Do not care which brand they use Uninterested TNS Copyright 9
  • 10. As single-minded commitment to brands is declining, substantial numbers are openly looking to switch Relationship with mobile handset brands Single-minded Shared Passive Seekers Uninterested % 1 2 2 4 4 4 7 7 8 1 11 9 12 13 4 1 16 12 3 17 14 21 5 15 3 21 4 17 5 14 4 13 15 5 6 6 19 6 4 21 7 8 6 14 24 5 19 10 11 4 6 5 4 9 6 91 91 4 87 83 75 73 71 65 63 58 56 50 49 48 42 m ca a a na a a t a 9 8 ng a pe ed s ic ic si si si di 00 00 tA Ea i hi gi fr fr ro er us A A In op La l2 l2 A C A er m Eu g M ev R el ba ba er S N Em A ev D Em lo lo N D G G E: Conversion model brand segmentation: See slide 5 for explanation. Measure defines commitment of consumers to brands in the mobile handset sector 2008 TNS Copyright Base: All mobile users; 12489 Local market 10 2009 Bases: All mobile users; 17264 8522 8742 1772 3222 3528 724 2031 523 1380 1513 1370 808 393 data cuts
  • 11. Nokia continues to dominate global brand commitment % of committed users Committed Uncommitted Open Unavailable / Unaware Users Non-users 2008 2009 77% 78% 35 6 16 42 Nokia 49% 49% 8 5 10 75 Samsung 53% 54% 8 6 10 Motorola 76 52% 56% 7 3 11 79 Sony Ericsson 44 5 87 47% 50% LG E: Conversion model brand segmentation: See slide 5 for explanation. Measure defines commitment of consumers to brands in the mobile handset sector ‘% of committed users’ calculated by dividing the number of committed users by the total number of users 2008 TNS Copyright Base: All mobile users; 13468 Local market 11 2009 Bases: All mobile users; 17264 data cuts
  • 12. Nokia remains the dominant global player, particularly in emerging markets Brand market share Nokia Samsung Motorola Sony Ericsson LG Apple Other 1 2 0 5 4 5 11 3 14 14 15 2 18 4 3 21 24 24 12 % 27 29 6 1 3 11 34 4 8 2 7 4 12 1 7 52 4 5 13 16 3 7 8 1 17 25 8 7 8 10 2 9 8 5 6 12 9 24 15 10 12 14 11 20 16 28 3 6 12 89 12 13 12 8 70 25 5 64 15 8 59 56 13 44 40 39 36 35 34 14 26 24 17 7 st a a pe ia 9 8 ca m a ng a d a a si 00 00 ric si in di ic pe As Ea tA fri ro gi s A Ch er In l2 l2 Af Ru lo La er A Eu M v g Am ba ba ve De er N Em S lo lo Em De N G G A5: Brand of main handset 2008 TNS Copyright Base: All mobile users; 13468 Local market 12 2009 Bases: All mobile users: 17264 8522 8742 1772 3222 3528 523 2031 724 1513 1380 808 1370 393 data cuts
  • 13. THE PURCHASE DECISION PROCESS How do consumers decide what they will buy? TNS Copyright 13
  • 14. Distress purchases continue to drive purchase decisions, requiring effective mechanisms to be in place to react to these urgent needs % Main trigger for purchasing last phone 6 4 4 8 2 4 4 6 7 5 11 7 2 4 10 3 1 0 0 11 Gave away old phone 2 3 2 5 2 1 2 1 6 0 2 6 1 3 6 0 24 5 5 0 12 12 14 7 8 8 7 7 6 4 16 15 Given phone by employer ‘Convenience’ 14 10 8 6 5 1 5 8 6 7 10 19 triggers 9 6 13 6 Given phone by network provider 10 5 14 46 37 25 13 30 37 Given phone by friends 11 20 41 37 47 33 36 31 Dissatisfied with previous phone 24 9 39 31 ‘Distress’ Phone stopped working 15 triggers 6 7 35 20 32 34 31 24 33 23 42 16 Phone lost/stolen 10 10 4 27 8 6 7 32 Wanted a phone that was better looking 4 8 6 18 12 4 18 2 14 13 5 6 6 8 14 12 11 ‘Want’ Wanted a phone with more features 11 5 37 2 triggers 26 5 15 17 15 14 15 11 13 12 15 14 9 10 7 Wanted a phone with latest technology m a a a na st a a a ng a ) ) pe ed 09 08 ic ic ic si si si di tA Ea hi gi fr fr ro er us A A In op 20 20 La A C A er m Eu g M ev R el l( l( er S N Em A ev D ba ba Em N D lo lo G G A11: Trigger to change to current mobile phone 2009 TNS Copyright Bases: All who have owned more than one mobile: 14016 6757 10507 7873 6143 1559 2950 3364 574 753 Local market 14 494 1190 1033 1158 669 272 data cuts
  • 15. Internet consumer reviews are becoming an important source of information for consumers in developed markets All sources of information consulted when looking to buy a mobile phone % (2008) Global Developed Emerging (2008) (2008) Speak w ith (42%) (55%) (25%) 64 53 34 friends/colleagues Word of Online (N/A) (N/A) 4 (N/A) 6 10 mouth blogs/forum s Internet consum er (N/A) (N/A) (N/A) 8 15 27 review s (37%) (41%) (31%) 46 43 36 Store displays Speak w ith store (35%) (45%) 50 (21%) 42 30 staff Retail Manufacturer (15%) (11%) 8 (21%) 15 25 w ebsite Netw ork provider (14%) (10%) (20%) 8 14 24 w ebsite Telecom s retailer (N/A) (N/A) (N/A) 5 8 12 w ebsite (18%) (18%) 13 (19%) 17 23 Prom otions Marketing / ads (15%) (21%) 23 (8%) 19 11 New spapers (14%) (20%) (4%) 27 19 6 TV Contact service (2%) (3%) (2%) 2 3 3 centre Previous (21%) (21%) 18 (22%) 23 32 experience A12: Sources of information consulted when buying a mobile phone 2008 TNS Copyright 5793 Bases: 12489 6696 Local market 15 2009 Bases: All mobile users: 18482 8655 9827 data cuts
  • 16. Mobile music is a rapidly growing driver of choice, particularly in emerging markets Most important features when choosing mobile phone (2008) (2008) % Global Developed Emerging (2008) (40%) (38%) (42%) 41 37 43 Still camera Imaging Video (15%) (11%) (22%) 18 8 24 camera (39%) (51%) (24%) 34 40 31 SMS Messaging (6%) (8%) (5%) 14 14 14 MMS Mobile (7%) (8%) (7%) 9 11 8 email (10%) (12%) (8%) 21 15 24 MP3 Music FM / AM (12%) (6%) (7%) 19 8 26 Radio (15%) (18%) (14%) 15 17 13 Bluetooth (4%) (7%) (2%) 8 12 6 GPS (11%) (7%) (17%) 8 5 11 Games Mobile (6%) (6%) (6%) 8 11 7 internet A24: Most important features when looking to buy next mobile phones (top-3) 2008 TNS Copyright 5793 Bases: 12489 6696 Local market 16 2009 Bases: All mobile users: 17264 8522 8742 data cuts
  • 17. Retail channels in emerging markets are still heavily fragmented across multiple channels, offering opportunities for large retailers to consolidate Sources of purchase for last mobile phone 3 3 4 1 3 2 1 3 2 1 3 1 1 1 2 5 6 5 7 3 % 3 8 Telesales 6 5 5 1 4 15 11 1 1 1 13 13 3 7 16 15 8 13 9 10 16 Other Internet 1 13 6 11 29 18 5 13 13 1 10 3 8 8 7 2 12 5 19 12 Open air market 8 11 6 8 7 7 7 7 10 9 3 5 7 7 Generalist store 15 5 5 17 23 28 Consumer electronics store 50 33 63 25 50 46 Retail 56 Manufacturer store 59 40 56 stores 46 43 39 Network provider store 31 29 19 13 Independent retailer 12 6 6 6 1 m ca a a na a a st a 9 8 ng a pe ed ic ic si si si di tA 00 00 Ea i hi gi fr fr ro us er A A In op La l2 l2 A C A er m Eu g M ev R el ba ba er S N Em A ev D Em lo lo N D G G A9: Source of last phone purchase 2008 TNS Copyright Base: All mobile users: 12489 Local market 17 2009 Bases: All mobile users: 17264 8522 8742 1772 3222 3528 724 2031 523 1380 1513 1370 808 393 data cuts
  • 18. USAGE: THE CONSUMER ANGLE How do consumers use their phone? TNS Copyright 18
  • 19. Smartphones are moving from a niche desirable towards mass market penetration levels, especially in Developed Asia % of mobile users with a Smartphone 34 30 27 25 21 20 18 17 15 15 14 13 6 5 3 m ca a a na a a t a 9 8 ng a pe ed s ic ic si si si di tA 00 00 Ea i hi gi fr fr ro us er A A In op La l2 l2 A C A er m Eu g M ev R el ba ba er S N Em A ev D Em lo lo N D G G A22. Ownership of Smartphones (defined on feature-set of current mobile phone. See study overview for details) 2009 TNS Copyright users: 17264 8522 8742 1772 3222 3528 724 2031 523 1380 1513 1370 808 393 Bases: All mobile Local market 19 data cuts
  • 20. Messaging capabilities are diversifying to include MMS, email and IM % using (2008) (2008) (2008) Global Developed Emerging (69%) 77 82 80 (78%) SMS (84%) (37%) 48 35 (36%) 40 (35%) MMS (pictures) (17%) 24 28 (18%) (19%) 26 MMS (video) Messaging (14%) 18 13 (11%) (9%) Pull email 15 (6%) 12 10 (5%) (4%) Push email 12 (5%) 13 13 (8%) Instant Messaging 13 (10%) (30%) 35 36 (27%) 36 (24%) Bluetooth Connecting (9%) 16 8 (5%) (3%) 3G capabilities 11 (4%) (3%) 10 6 (2%) WiFi 8 Internet (N/A) (N/A) 19 (N/A) 15 Dedicated brow ser 16 (N/A) (N/A) (N/A) 23 14 17 Netw ork provider brow ser (4%) (3%) (2%) 5 3 Blogging 3 A22+B1: Use of connectivity features and services on mobile phone 2008 TNS Copyright users: 12489 6696 5793 Bases: All mobile Local market 20 2009 Bases: All mobile users: 15479 7114 8365 data cuts
  • 21. While there is plenty of room for new messaging forms to grow, they are not being used as frequently as SMS Daily users Weekly users Infrequent users White space (interested non-users) Rejectors % SMS 54 17 9 10 7 % MMS (pictures) 8 13 19 37 18 MMS (video) 5 8 13 42 24 Messaging Pull email 6 4 5 47 28 Push email 4 3 4 47 30 Instant Messaging 5 3 4 44 30 Bluetooth 11 12 12 37 19 Connecting 3G capabilities 5 3 3 46 27 WiFi 3 2 3 47 30 Internet Dedicated brow ser 6 5 5 45 28 Netw ork provider brow ser 5 4 8 42 30 Blogging 1 1 1 41 39 A22+A23+B2+B4: Use of connectivity features and services on mobile phone + interest from non-users 2009 TNS Copyright users: 17264 Bases: All mobile 21
  • 22. The mobile internet is critical for giving emerging markets users access to mobile entertainment and music % visiting mobile internet site (2008) (2008) (2008) Global Developed Emerging 38 31 34 (42%) (46%) (37%) Search Connecting 20 19 20 (16%) (16%) (16%) Social net working 1 3 2 (N/A) (N/A) (N/A) Virt ual worlds 13 8 11 (14%) (17%) (9%) Shopping Purchasing 13 2 8 (10%) (7%) (11%) Auct ion sit es 5 1 3 (5%) (2%) (6%) Gambling 14 25 20 (30%) (38%) M usic (26%) 6 20 14 (19%) (21%) (12%) Ent ert ainment Media 8 12 10 (N/A) (N/A) (N/A) Video sit es 4 6 5 (N/A) (N/A) Pict ure sit es (N/A) 1 1 1 (N/A) (N/A) (N/A) Adult 27 27 27 (30%) (28%) (31%) News 27 6 16 (25%) (11%) (34%) Weat her Information 16 14 15 (18%) (18%) (18%) Sport 11 11 11 (16%) (20%) (13%) Games 8 7 8 (12%) (14%) (11%) Business/ f inance 2 3 2 (6%) (9%) (4%) Aut omotive 3 4 3 (6%) (8%) (5%) Healt h 7 4 6 (9%) (6%) (11%) Travel A33: Websites visited on mobile phone 2008 TNS Copyright internet users: 9640 6337 3303 Bases: All mobile 22 2009 Bases: All mobile internet users: 6792 4789 2003
  • 23. Mobile music continues to boom with mobile gaming somewhat stagnant % using (2008) (2008) (2008) Global Developed Emerging (49%) (64%) 53 71 59 (55%) Still camera (33%) (31%) 43 40 42 (32%) Video camera Do wnlo ad Imaging / (5%) (3%) 6 5 3 (4%) TV/Video video Sidelo ad (9%) (5%) 9 (7%) 8 5 TV/Video (3%) (5%) 9 (4%) 14 11 Live TV Lo ad graphics & (19%) (12%) (15%) 10 17 10 themes (35%) (25%) 16 (31%) 31 38 M P 3 player (27%) (14%) (22%) 42 28 14 FM /A M Radio (19%) (11%) (15%) 36 Music 9 17 Do wnlo ad music (28%) (16%) (22%) 21 26 5 Sidelo ad music (27%) (20%) (24%) 30 17 25 Lo ad ringto nes (22%) (14%) (18%) 11 18 11 Lo ad caller tunes (57%) (38%) (48%) 40 37 46 Gaming P lay games (11%) (10%) (10%) 14 10 9 Do wnlo ad games (12%) (7%) (10%) 29 7 11 Sidelo ad games (N/A) (N/A) Uplo ad co ntent (N/A) 9 22 9 to mo bile internet (N/A) (N/A) Uplo ad co ntent (N/A) 21 25 19 to P C A22+B1: Use of content features and services on mobile phone 2008 TNS Copyright users: 12489 6696 5793 Bases: All mobile Local market 23 2009 Bases: All mobile users: 17264 8522 8742 data cuts
  • 24. There is substantial growth still available for mobile content, if service delivery can match expectations Daily users Weekly users Infrequent users White space (interested non-users) Rejectors % Still camera 13 23 23 30 9 Video camera 7 14 20 38 16 Imaging / Download TV/Video 1 2 2 49 34 video Sideload TV/Video 1 3 3 48 33 Live TV 1 2 2 49 34 Load graphics & themes 2 6 8 43 30 MP3 player 19 10 8 38 18 FM/AM Radio 12 8 8 46 20 Music 3 6 7 48 28 Download music 4 11 11 42 23 Sideload music 3 8 12 42 26 Load ringtones Load caller tunes 2 6 9 44 29 Gaming Play games 14 14 18 26 23 Download games 2 3 5 46 34 Sideload games 2 4 5 45 33 Upload content to mobile internet 1 4 4 47 31 2 7 9 44 25 Upload content to PC A22+A23+B1+B4: Use of content features and services on mobile phone + interest from non-users TNS Copyright 24 2009 Bases: All mobile users: 17264
  • 25. PDA and GPS functionality appear the most likely niche applications to move towards the mass market % using (2008) (2008) (2008) Global Developed Emerging Location based 5 3 (3%) (5%) (2%) 4 services GPS 11 8 (5%) (6%) (5%) 9 Mobile 4 (3%) (4%) 3 (2%) 3 wallet Home 2 2 (1%) (2%) 2 (1%) control Access to 5 4 (4%) (5%) subscribed 4 (4%) information PDA (9%) 21 (12%) 10 14 (6%) functionality Microsoft (3%) (4%) 8 5 (2%) 6 office capabilities Video (3%) (6%) 10 (2%) 4 6 calling A22+B1: Use of incremental features and services on mobile phone 2008 TNS Copyright users: 12489 6656 5793 Bases: All mobile Local market 25 2009 Bases: All mobile users: 15479 7114 8365 data cuts
  • 26. The mobile phone is fast becoming the preferential method of communicating at work, led by emerging markets Split of work related phone calls Number of work calls made during a day 9 9 14 7 9 18 17 7 2 13 12 4 4 2 5 % Mobile phone 42 45 48 51 52 53 54 60 65 67 67 68 77 77 79 VOIP (mobile) 3 6 5 3 2 3 6 6 3 2 4 4 2 8 3 4 3 0 2 1 3 1 3 VOIP (fixed) 49 1 1 44 2 42 43 1 42 42 0 36 34 33 29 28 29 22 21 21 Fixed line ng 9 8 a na d m st pe a ia ca a a a si di 0 0 pe ic ic si As A Ea 20 20 fri hi gi ro A fr In er us t lo La C er A A Eu ev g m M l l e R ba ba Em er N S ev A D lo lo Em D N G G I1: Number of calls made during a day – wok only I2: Proportion of work calls made by different technologies out of every 10 calls 2008 Base: All respondents (I1); 16274 All who make work calls (I2): 9707 2009 TNS Copyright Bases: All respondents (I1): 19942 18219 6806 13136 2147 2800 1860 4464 2356 1392 1818 2055 313 409 328 Local market 26 All who make work calls (I2): 11478 10455 4390 7089 1248 1741 1400 2876 804 945 1038 1042 146 137 100 data cuts
  • 27. Five key recommendations for 2009 • Focus on ‘winning in retail’ – Consumers are more reliant than ever on retail channels to research the sector and make purchases – With industry marketing communication budgets under pressure in 2009, target consumers who are in the buying process • Tailor channel and point of sale strategies to the local market level – Drivers of purchase, research touchpoints and channels of purchase vary greatly, even within regions – Effective targeting of resources can deliver incremental benefit • Capitalise on consumer demand for content sharing – Consumers are content hungry and find multiple ways of sharing music, images and video – Growth of alternate devices in emerging markets will put pressure on the role of the mobile phones as the primary imaging, music and internet device for consumers – This presents real opportunities to differentiate for devices, services and software, but consumers are unwilling to incur incremental revenue • Target niche consumer needs – Niche brands continue to gain traction in crowded marketplaces, especially amongst the ‘involved’, higher margin consumers – Features driving purchase continue to become more diverse • Expand the consumer communications experience to drive differentiation – New opportunities exist in voice and messaging to provide new and better consumer experiences, with features like mobile IM and email gaining market traction – Little ground has been made in moving social networking and Blogging experiences to the mobile phone TNS Copyright 27
  • 28. Global Telecoms Insights 2009 A world of mobile insight Karin Du Chenne March 2009 Visit our website www.tnsresearchsurveys.co.za Or www.tns-global.com Or contact me on 011 778-7780 TNS Copyright 28

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