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TNS NIPO: Mobile Life - a study on consumer behaviour on mobile devices

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  • Now in its 6 th year, Mobile Life provides a deep understanding of today’s global mobile device consumers and the future impact mobile will have on our digital landscape. We know that the future is digital and the future of digital is Mobile. The impact mobile phones have had on the world is monumental. More than 4 billion of the 7 billion people on earth now have a cell phone, with a quarter of those owners getting one in just the last two years. Mobile phones now allow Masai tribesmen in Kenya to bank the money they have made from selling cattle; allow Middle Eastern protesters to organize demonstrations in secret; charities to see, in real time, when HIV drugs run out in the middle of Malawi. Duncan Green, Director of researcher at the charity Oxfam has called mobile phones “the technological Coca Cola”. They are ubiquitous. But the impact mobile phones are having on other industries is quite devastating. One influential blogger stated “ mobile phones are killing landlines, watches; it's changing the camera business; it's changing the TV industry, the music industry, destroying the pay-phone industry .” In 2014 Morgan Stanley predicts that internet access via mobile devices will exceed PC access. Mobile is the future. And Mobile Life: Global Technology Insights helps understand it.
  • By helping them spend their marketing budgets more effectively: As companies shift more of their marketing budgets to mobile rather than TV or radio, they want to know what apps and services people use, how much time they spend on these services, how much they pay for services etc. this will help them target their communications more effectively. By making them understand key purchase and usage drivers: ie they key reasons why people buy the phones they do. Is it because of the brand, the ability to easily access the internet, because it has a good camera, because they are loyal to that brand. Is it because of advertising, in store promotions etc. By predicting mobile usage adoption paths across different: ie mobile finance is already big in Africa but not very much used in the Western Markets. This could prove a bit opportunity for banks in Germany to be the first to develop mobile banking. By making them understand cross-platform usage: ie how people are using their mobiles, pc and tablets and how does their behaviour differ across the 3. By helping them develop their offer : Identify how people are currently using their phone and how they will use phones in the future, what apps they will use, what services they will expect By helping them define their brand strategy: Understand brand strengths, weaknesses and if there are opportunities to partner with other companies
  • Transcript

    • 1.  
    • 2. Mobile Life: Global Technology Insights is the TNS Technology Sector annual report on the global mobile phone market. What is it?
    • 3. Mobile Life combines global coverage and a holistic view on mobile life in order to inform decision making
      • Mobile Life: GTI 2011 covers 42 markets across the globe and has expanded significantly into Africa in 2011
      • The study is the result of over 25,000 hours of interviews with over 34,000 respondents in 42 markets across the globe. It is designed to provide a complete understanding of the end-to-end consumer experience with mobility today, and how this will change tomorrow
      • It informs decision making in 4 key areas:
      Global Coverage Holistic Content Cross-platform planning Offer development Brand strategy Activation +
    • 4. Now into it’s sixth year, coverage has expanded significantly in Africa TNS GTI 2011 Study
      • Regions covered:
      • North America: USA, Canada
      • Europe: UK, France, Germany, Spain, Italy, Netherlands, Sweden, Russia
      • Developed Asia: Australia, Hong Kong, Japan, South Korea, Malaysia, New Zealand , Singapore, Taiwan
      • China: China only
      • India: India only
      • Emerging Asia: Indonesia, Pakistan, Philippines, Thailand, Vietnam
      • Latin America: Argentina, Brazil, Chile, Cost Rica , Guatemala, Mexico
      • Middle-East & North Africa: Morocco , Saudi Arabia, UAE
      • Sub-Saharan Africa: Benin , Cameroon , Ghana , Kenya, Nigeria, Senegal , South Africa, Tanzania , Uganda
      42 markets; 34,433 respondents New markets for 2011
    • 5. Methodology is designed to give accurate comparisons across markets Representative sampling of the population aged 16 to 60 Mobile phone owners and non-owners Larger sample sizes to provide granularity in key markets (key: market in bold = booster sample applied) Interviewing took place between November 2010 – January 2011 Country Methodology Sample Argentina Online / F2F 455 Australia Online 502 Benin F2F 606 Brazil F2F - CLT 1913 Cameroon F2F 610 Canada Online 1013 Chile F2F 429 Costa Rica F2F 500 China F2F 2400 France Online 502 Germany Online 496 Ghana F2F 812 Guatemala F2F 515 Hong Kong Online 501 India F2F 5500 Indonesia F2F 1500 Italy Online 500 Japan Online 500 Kenya F2F 700 Korea Online 500 Malaysia Online 518 Mexico F2F 532 Country Methodology Sample Morocco F2F 500 Netherlands Online 512 New Zealand Online 501 Nigeria F2F 1615 Pakistan F2F 500 Philippines F2F 575 Russia F2F - CLT 501 South Africa F2F 500 Saudi Arabia F2F 514 Senegal F2F 500 Singapore Online 500 Spain Online 517 Sweden Online 501 Taiwan Online 502 Tanzania F2F 500 Thailand F2F 500 UAE F2F 502 Uganda F2F 500 UK Online 501 USA Online 1506 Vietnam F2F 575
    • 6. Methodology II
      • All data is weighted according to the following process:
        • Weights are applied to local data according to local market splits of age and gender. In some locations, further weights have been applied on social grade and regions within countries
        • Global weights are then applied based on the total mobile subscriber base and GDP of each country
      • Where data is compared year-on-year, this only includes markets that have been included across the whole time period with the same methodology
        • Data with no year-on-year comparison includes all respondents
    • 7. GTI plays a strategic planning role in organisations Cross-platform planning TNS GTI 2011 Study Offer development Brand strategy Activation Prioritise marketing strategies across mobile, PC and tablet based on current usage patterns and future preferences Identify current and future usage patterns for features, services and Apps Build strategies across the mobile ecosystem, to understand brand strengths, weaknesses and collaboration opportunities Track the consumer purchase process and drivers of purchase
    • 8. Critical new insights for 2011 What role will tablets play in consumer device interplay? Where are mobile content brands capturing brand equity from in the ecosystem? Which niche products and services are best positioned for future growth? What role does the Operating System play in consumer decision making? Which digital behaviours will make the quickest transition into the mobile world? Deep dives into mobile finance and social networking
    • 9.
      • Some key insights….
    • 10. The duopoly is dead – long live the ecosystem! Content brands are taking equity share from handset and network brands, representing a shift in consumer perceptions of value and utility
    • 11. The balance of power in the ecosystem continues to shift away from handsets and networks Section E: Conversion model Bases: All mobile users 22319 29777 2010 2011 Share of commitment to brand by category Please note: Content brands include all third party content on the mobile, from Amazon and eBay through to Facebook and Twitter Handset brands Network brands Content brands
    • 12. Content brands are now the dominant brands North America and have overtaken network brands in Europe and Developed Asia N America Lat Am Europe MENA SSA China Dev Asia India Emerg Asia Section E: Conversion model Bases: All mobile users 29777 2201 3947 4035 4371 2267 2970 3635 1318 5033 Share of commitment to brand by category Global
    • 13. Content & apps gain relevance as markets mature As markets mature, content and apps, along with OS gain relevance. Offers must become more holistic to align with the development of the mobile users
    • 14. Content brands gain strength as markets mature. In emerging economies however, network and handset brands dominate Emerging Tier 1 Mature Market Emerging Tier 2 Section E: Conversion model Bases: All mobile users 10156 8013 11464 Share of commitment to brand by category
    • 15. Decision making in mature markets is increasingly influenced by content and app offers, OS, and functional options such as input method & phone look and feel A13c: Important factors in product decision making Bases: All mobile users 10183 8024 11570 Mature Emerging Tier 1 Emerging Tier 2 Important factors in product decision making
    • 16.
      • What we can offer to you?
    • 17. Content: The study contains detailed information across a multitude of topic areas Market understanding Consumer profiling across markets Source of purchases Touchpoint evaluation Purchase triggers Payment plans Drivers of purchase Spend Usage Feature and service use, frequency of use, future demand Deep dives into social and financial services Financial and social networking deep dives Network and handset brand used Future growth potential Brand Understanding of brand value across entire mobile ecosystem Brand commitment measurement Brand preference Openness to competitor brands Brand awareness and profiling Brand collaboration opportunities Convergence Usage and desire for multi-play Digital segmentation Interplay of messaging services Drivers of tablet purchase Mobile vs. laptop vs. tablet Ownership of technology services and devices TNS GTI 2011 Study
    • 18.
      • By helping you spend your marketing budgets more effectively
      • By making you understand key purchase and usage drivers
      • By predicting mobile usage adoption paths
      • By making you understand cross-platform usage
      • By helping you develop your mobile offer
      • By helping you define your brand strategy
      How will it benefit you?
    • 19. Your contacts for the study Mobile Technology: [email_address] 06-39570669 Mobile Banking: [email_address] 06-48314070 Mobile Media: [email_address] 06-51272948 Mobile Retail: [email_address] 06-20386255 Press [email_address] 06-53720496
    • 20.