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Mobile Life en Mobile 360: de rol van mobiel, smartphones en apps in het dagelijks leven– Desiree van der Veen (TNS NIPO) …

Mobile Life en Mobile 360: de rol van mobiel, smartphones en apps in het dagelijks leven– Desiree van der Veen (TNS NIPO)

Om het smartphone gebruik in kaart te brengen, voerde TNS NIPO een innovatief onderzoek uit. In plaats van consumenten te ondervragen, legden we hun gedrag vast via een applicatie door middel van passive measurement. Mooie input voor uw mobiele strategie.

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  • 1. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360The evolvingmobile landscapeDesirée van der VeenDigital Research ConsultantTNS NIPOJune 2013
  • 2. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 2
  • 3. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 3Mobile Life Mobile 360ACTIVEMEASUREMENTPASSIVEMEASUREMENT
  • 4. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 4Mobile Life draws on the behaviours, motivationsand priorities of 38,000 people in 43 countries,800 in The Netherlands,to develop recommendations on activatinga business and marketing strategyvia mobile.
  • 5. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile36028%5Smart Device Omnipresence42%of the world nowhas smartphones…… up fromlast year.
  • 6. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 645% of the European62%andThat’s over 10 milion Dutchiesof the Dutchalready have a smartphone.
  • 7. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Growth of smartphone ownership7424562 63 628576695738Global Europe Netherlands Male Female 16-21 22-30 31-40 41-50 51-60
  • 8. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 833%of us now have tabletsup from 16% last yearcompared to 12% worldwide
  • 9. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 9… and another 18% expect to get one inthe next six months.5149 In 2013 more than half ofthe Dutch own a tablet.
  • 10. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile3609962336275162313 187 13 9Household ownership Intention to buyDevice ownership and likelihood to buy10TabletSmartphone LaptopDesktopMobile Smart TV
  • 11. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Device share of time112715 19 17 2028 2821149447 777 9965314140344545 4140383836 37 30362417 182637433 2 5 6 4 3 4 5 5 5Smart TVDesktop PCLaptopTabletMobile/smartphone
  • 12. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Fixed internet usage versus smartphone purchase120102030405060708090654321123456first smartphone buyersPre-purchase period(# months before)Moment of 1stsmartphonepurchasePost-purchase period(# months after)
  • 13. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Smartphone adoption has no impact on fixed internetusage. Mobile internet is highly incremental!1362 5942Pre-purchase period (6 monthsbefore)Post-purchase period (6 monthsafter)Smartphone behaviourPC behaviourBase: smartphone ownersPre-purchase period(6 months before)Post-purchase period(6 months after)Average # of minutes per user over 6 months period
  • 14. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 14Implication:Mobile usage isgrowing fast, butkeep presence onfixed internet inyour marketingstrategy.
  • 15. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 15301919244730505362583345…is an extension of me – I feel lostwithout it”…provides me with the tools that I needto succeed in life”…provides me with a constant sourceof entertainment - I would be boredwithout it”…allows me to access information Iwould not otherwise be able toaccess”…gives me access to the information Ineed at the right place and time”…is my most important piece oftechnology”Disagree Agree“My mobile…Attitudes towards mobile devices
  • 16. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360“My mobile is my most important piece of technology”16Global Europe Netherlands Male Female 16-21 22-30 31-40 41-50 51-60543830 2734453930 2620233545 494237 34395258Agree Disagree%
  • 17. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 17Mobile is regarded as the mostimportant piece of technology tothe youngsters,It gives us access to theinformation we need at the rightplace and time
  • 18. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 18As a resultWe develop our own mobilepersonal space
  • 19. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 19
  • 20. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 20
  • 21. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 21
  • 22. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 22RelevanceIndependenceConvenienceExperienceTransparency
  • 23. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 23RelevanceIndependenceConvenienceExperienceTransparency• Mobile banking – to use anywhere• LBS services – ability to find stores whileon the go• Loyalty cards and payment integratedinto the phone – to save time and money
  • 24. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 24RelevanceIndependenceConvenienceExperienceTransparency• Emails via mobile –access from anywhere• In-store WiFi capability – theflexibility to connect while onthe go
  • 25. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 25RelevanceIndependenceConvenienceExperienceTransparency• Information on the go• LBS groupon delivered whennear stores of relevance• Mobile advertising
  • 26. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 26RelevanceIndependenceConvenienceExperienceTransparency• QR codes for price comparison• Barcodes for price comparison• Consult independent productreviews / peer reviews on SNSwhile shopping
  • 27. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 27RelevanceIndependenceConvenienceExperienceTransparency• Augmented reality to overlay onadvertising• Mobile gaming – interactivebillboards• Interactive games / QR codes toraise brand awareness
  • 28. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 29The resultMultiple, oftensimultaneous, accesspoints to the world,And opportunities to messageto consumers directly
  • 29. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 30Mobile 360 draws on the actual behaviours of morethan 1,000 smartphone and tablet users inThe Netherlands,to develop recommendations on activatinga business and marketing strategyvia mobile
  • 30. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Mobile 360A 360° view on mobile consumer behaviour3120th of April - 20th of May 2012Android (High End) n=432Android (Low End) n=338BlackBerry n=99iPhone n=243
  • 31. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360What did we measure?32Voice SMS MobilewebsitesMobileapplications +1. Daily number of in- andoutgoing calls & messages2. Daily time spent on voice &sms1. Daily time spent2. Daily sessions3. Daily data used
  • 32. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Communicating: “How it all started”334.61.910.34.08.5VoiceSMSIME-mailPersonal networkingDaily application face time(# minutes per user per day)
  • 33. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Communicating over time34Communication market face time during the day(# minutes per user throughout the day)Voice SMS IM E-mail Personal networking00.40.8mins.
  • 34. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 35Applications andonline websitesaccount for anaverage of42minutesof market facetime per day forsmartphone usersAndroid (High End) 48 minutesAndroid (Low End) 41 minutesBlackBerry 36 minutesiPhone 33 minutes
  • 35. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile36019411001131 236Total/Day42mins.Share of daily market face time – split by category(# minutes per user/day/category)
  • 36. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 37Applications andonline websitesaccount for anaverage of22minutesof market face timeper day for iPad usersApplications andonline websitesaccount for anaverage of42minutesof market facetime per day forsmartphone users
  • 37. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360431801121 1Social Networking & Connecting Pure E-mail Multi-Media, Entertainment GamingPersonal Interest Shopping Knowledge & Education News, Sport & WeatherPersonal Admin Planning & Organising19411001131 238Total/Day42mins.Total/Day22mins.
  • 38. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 3953%of the Dutch access theInternet via their mobileusing WiFi in a public area.24%agree that free WiFi hasencouraged them to usedata to communicate.... In the meantime
  • 39. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 4046 452938 4433 3763304854 557162 5667 633770523G WiFi3GWiFi18 minutesa day26 minutesa dayTotal dailymarket timeDistribution in daily application time - 3G versus WiFi(% of total minutes per category)
  • 40. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 41Implication:Opportunity for public andretail WiFi hotspots.
  • 41. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Mobile is app…4295% = appTotal market time spent onapplications versus websitesExcluded Voice, SMS and System applications
  • 42. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360And mobile is Web ….430%20%40%60%80%100%1 10 100 1,000 10,000Total spend time (hours) (App) Total spend time (hours) (websites)Mobile apps Mobile websites
  • 43. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Attitudes towards applications44584048547585I don’t like to download too many apps– they clutter up my phoneI often download apps that I stop usingafter a few weeksI find that apps are better than mobilewebsites for accessing the content thatI wantI am annoyed when apps don’t containall the features that I can access via awebsiteI only download free appsI delete apps if I find that they are notuseful or entertaining21331416145Disagree Agree
  • 44. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Motivation for download apps45514643393737352724181614131111Looking for app that performed a specific functionHeard other people talking about itTo keep in touch with people more easilyAllowed me to get things done on the goIt was featured in the app storeI was bored and wanted to try something newAllowed me to access content convenientlyAlready a user/fan of the brand/websiteI read about it in a review or a list of top appsLots of people were already using itAllowed me to track some part of my lifeTo keep up with the latest new appsI downloaded the app for someone else to usePrompted to download when accessing the…I saw the app mentioned in an advertisement
  • 45. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360White space analysis, top 15 growth potential46543542453215642214460125114512418161615151313131312121211116031254726522534563522632962311195136116111095137127Home control via mobileLBS/GPSEmailsScanning QR codesWiFi connection at public areasMicrosoft Office programmesWiFi connection at homeSynchronise phone contentReading eBooks/magazines/newspapersListening to musicBrowsing the internetSpeech to TextApplicationsVideo callingCalendar functionality%Using Interested Not interested Dont Know
  • 46. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 47Accessanywhere, allthe time…But how do youreach that customer?
  • 47. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 48
  • 48. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 49RelevanceIndependenceConvenienceExperienceTransparency27%13%20%16%18%8%
  • 49. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile3606 ingredients for a mobile strategy501. Build consumer journeys2. Formulate KPI’s and how to measure success3. Create a uniform brand experience across platforms4. Begin with a responsive website5. Maybe then apps….6. Launch and iterate
  • 50. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile36010.0001.000500What’s next?51New developments:Multi device panel
  • 51. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360More informationIf you see an opportunity to engage yourcustomer further through mobile devices,contact us for more information:Desirée van der VeenDigital Research Consultant TNS NIPOE: Desiree.van.der.veen@tns-nipo.comM: 06 3923 128052