Mobile First


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Mobiel internet is razendsnel volwassen aan het worden. Mobiele devices zijn een razend interessant medium voor adverteerders, maar de uitgaven van adverteerders lopen nog erg achterop. Een reden daarvan is dat er nog vrij bekend over is wat consumenten nu precies doen op die apparaten. Daarom heeft TNS het Mobile 360 project geïnitieerd. Wij hebben het gedrag van1500 van onze panelleden gevolgd door een applicatie te installeren op de smartphone en/of tablet, die precies uitmeet wat deze respondenten doen op hun devices. We meten applicatiegebruik, browsergedrag, bellen, sms’n, Een uniek onderzoek, het eerste in zijn soort.

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Mobile First

  1. 1. Mobile FirstA presentation onall things mobile18 September 2012byWally Tas ©TNS 2012
  2. 2. TNS NIPO Digital Offer Research via smartphones Digital Life Location based research Discover how people live online Mystery shopping Light Mobile Life Diaries Foodzy Insights in the mobile landscape Travelwatch TNS NIPO Clicks Online behaviour tracked Mobile 360 Mobile behaviour tracked Social Media Monitoring Research on social media platforms eWOM Facebook Twitter Communities ©TNS 2012
  3. 3. Mobile FirstWhat times in a day is yourmobile more than 1 meter awayfrom you? ©TNS 2012
  4. 4. MobileCircle of Trust ©TNS 2012
  5. 5. International FramingMobile Life 2012 ©TNS 2012
  6. 6. Mobile Life is based on 48,000 conversations in 58 countries, designed tocapture the entire population of mobile users in each market EuropeNorth America Asia and Middle-East Covered in 2011 & 2012 (39) BelgiumCanada China Czech Republic New for 2012 (19)USA Hong Kong Denmark India FinlandLatin America Indonesia FranceArgentina Israel GermanyBrazil Japan GreeceChile Malaysia HungaryColombia Pakistan IrelandMexico Philippines Italy Saudi Arabia NetherlandsAfrica Singapore NorwayCameroon South Korea PolandCote D’Ivoire Taiwan PortugalEgypt Thailand RomaniaGhana Turkey RussiaKenya UAE SlovakiaNigeria Vietnam SpainSenegal SwedenSouth Africa Australasia SwitzerlandTanzania Australia UkraineUganda New Zealand UK ©TNS 2012
  7. 7. Tablet uptake will be even stronger than smartphones in the next year.Device ownership and intention to buy in next 6 monthsWant 8 4 9 10 2 15Own 98 58 70 44 11 16 Mobile Desktop Laptop Smartphone Netbook Tablet Ownership Intention to buy (next 6 months) B1. Device ownership | B2. Device intention to buy (in next 6 months) Bases: All respondents : Netherlands 501 ©TNS 2012
  8. 8. Mobiles and tablets are driving usage of digital services ever higher acrossthe world Hours spent online in average week (global %) Source: S7; Hours spent online weekly Base: PC users, mobile users, tablet users: 70397, 25386, 3511 B1. Device ownership | B2. Device intention to buy (in next 6 months) Bases: All respondents : Netherlands 501 ©TNS 2012
  9. 9. The NetherlandsMobile Life 2012 ©TNS 2012
  10. 10. The Dutch have caught up in smartphone and tablet uptake and are evenbecoming leading in Europe.Device ownership 98 58 70 44 11 16 98 58 56 30 13 7 92 46 36 28 7 5 Mobile Desktop Laptop Smartphone Netbook Tablet Netherlands Europe Global B1. Device ownership Base: All respondents – Netherlands 501 | Europe 14443 | Global 47577 ©TNS 2012
  11. 11. Some multimedia features which already have significant usage in theNetherlands are likely to witness modest growth; new data intensivefeatures such as e-reading and live TV are also set to developEntertainment features Taking photos 64 14 Playing games 45 15 Browsing the internet 43 23 Taking videos 43 21 Listening to music 40 24 Ringtones 39 17 Edit/manage photos and videos 36 19 Streaming video (e.g. YouTube) 26 19 Reading eBooks/magazines/newspapers 16 24 Watch Live TV shows 11 23 Currently using Would like to use D1. Feature usage | D2. Interest in features Base: Mobile users – Netherlands 489 ©TNS 2012
  12. 12. TNS NIPO’s Digital Lifestyles Visual Influencers Friend-Focused Networkers Up- and downloading media, using Social networking & looking to mobile apps, payment, video and GPS improve relationships features Brand-Focused Networkers Super-Active Influencers Interacting with brands online Microbloggers, talking about websites, updating status & commenting, double average time spent online, 194 friends Mobile Communicators Functional Aspirers Online at work, talking and IM/chat on Less comfortable with latest technology, mobile not sold on a digital life Fixed Communicators Active Aspirers Lower mobile usage, dominated by social Mobile, younger, wanting more access networks, relationships with online for social, relationships opportunities friends & brands Extroverted Knowledge-Seekers Confident Functionals Planning & organising, socialising offline Shopping + other activities Introverted Knowledge-Seekers Cautious Functionals High frequency & time seeking Email only, worried about privacy knowledge, Future Makers ©TNS 2012
  13. 13. The relationship between how much each segment usesthe internet, and how they feel about it Internet is commoditised Internet is pivotal Makes my life more efficient High Is the centre of my life Involvement Low High Low Internet is functional Internet is aspirational It helps me to be productive Consumption Helps me achieve my goals Question: Behaviour & Engagement indices Base: All users, Digital Lifestyles Segments; 73512, 15477, 15758, 10112, 10505, 10907, 10753 ©TNS 2012
  14. 14. MOBILE 360a 360° view onmobile behaviour ©TNS 2012
  15. 15. Backgrounds Pilot : 14th of January - 14th of February 2012 Main study: 20th of April – 20th of May Mobile 360 draws on the actual behaviour of more than 1,000 smartphone and tablet users in The Netherlands, to provide detailed market information and to activate business and marketing strategy via mobile 217 Mobile 360, a 360° view on mobile consumer behavior ©TNS 2012
  16. 16. Mobile is app... 95% ©TNS 2012
  17. 17. 80% of time spent online via mobile is generated by no +/- 3.000 apps more than 50 apps and websites (95% time spent)100%90%80% +/- 12.000 websites70% (5% time spent)60%50%40%30%20%10% 0% 1 10 100 1.000 10.000 Total spend time (hours) (App) Total spend time (hours) (websites) ©TNS 2012
  18. 18. iPhone users are the most heavy data users, with a big differencebetween 3G and WiFi. BB users use more 3G than WiFi.Total data used – 3G versus WiFi(% of total # Mb used per day) Market data usage – 3G vs. WiFi, split by OS 68,1 (total # Mb used per day/OS) 21 26,1 17,5 9,6 11,4 79 6,7 6,1 2,0 Mb WiFi 3G Android High Android Low BlackBerry* iPhone WiFi counts for a total of 3G usage (% 79% of total data usage): 27% 28% 75% 14% of all market data usage 3G WiFi Base: All 3G users Android (H|L), BlackBerry, iPhone (424|319, 99, 238) All WiFi users Android (H|L), BlackBerry, iPhone (409|286, 56, 232) *E-mail for BlackBerry excluded ©TNS 2012
  19. 19. #thankyou Wally Tas Account Director TSN NIPO @wallytas #TNS_NIPO +31 6 103 601 47©TNS 2012