Anytime,
Anyplace:
Understanding
the Connected
Generation




UM Global Digital Insight - In-depth Study 002
2

    The rapid rise of portable technology has forever changed the world        The promise for content owners and marke...
3




THE GULF BETWEEN INDUSTRY
EXPECTATIONS AND WHAT
CONSUMERS ARE WILLING TO
ACCEPT IS CURRENTLY VAST.




     PORTABLE...
4




    EXECUTIVE SUMMARY
“What did we learn?”
5




EXECUTIVE SUMMARY


Access is universal world-wide                                            Illegal downloads lead...
6




    HOW WE DID IT
    The research was conducted via self completion online surveys               All the sample gro...
7




“THE MINIMUM REQUIREMENT TO BE INVOLVED WAS
 A MOBILE PHONE AND ACCESS TO THE INTERNET.”

MARKETS TARGETED IN RESEAR...
8




    PLATFORMS
“What’s in your bag?”
9




WHICH PORTABLE PLATFORMS
ARE THE MOST POPULAR?                                                                      ...
10




     COUNTRIES COMPARED


     When looking at adoption by market (Figure 4) the main surprise                     ...
11




THE IDEA OF CONVERGENCE
IN TECHNOLOGY

Convergence in portable technology is a theme that rises again and
again. Th...
12




     BOND WITH PORTABLE
     TECHNOLOGY

     To understand the relationship respondents have with their portable
 ...
13




THE ROLE OF PORTABLE
TECHNOLOGIES

Respondents were asked to state what device they typically used in              ...
14




        FUTURE GROWTH                                                                                  IMPLICATIONS...
15




      MOBILE PHONE USAGE


      The mobile phone is the worlds biggest computing and portable                     ...
16




        MOBILE PHONE FEATURES




        Multi-media handsets are now the norm amongst our connected              ...
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
Anytime Anyplace Um Global Research Sep 2007
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Anytime Anyplace Um Global Research Sep 2007

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Universal McCann global research that explores interest and usage of portable technology and mobile platforms

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Anytime Anyplace Um Global Research Sep 2007

  1. 1. Anytime, Anyplace: Understanding the Connected Generation UM Global Digital Insight - In-depth Study 002
  2. 2. 2 The rapid rise of portable technology has forever changed the world The promise for content owners and marketing communications we live in. The mobile phone is the world’s largest Internet, computing is huge but how is this going to be delivered? The gulf between and communications platform with 2.3bn users; Laptops have industry expectations and what consumers are willing to accept is overtaken desktops as the PC of choice; the iPod has sold 100m units currently vast. and a whole wealth of mobile media technologies such as portable To answer these questions, Universal McCann implemented the world’s video players are on the cusp of going mass market. largest survey into portable technology and mobile media platforms The emergence of these portable platforms has happened in tandem as part of its ongoing global digital research programme. The survey with the massive growth in social media, creating a proliferation of covered three key strands of portable technology and mobile media; content such as video clips, digital photos, games, podcasts and platforms, content and advertising and marketing, investigating usage, vodcasts that can be downloaded or transferred to portable devices growth potential, attitudes and demand. and consumed in an out-of-home environment. The research covered 21 markets from five continents and was This growth in portable technology and content has changed completed in July 2007, providing a truly unique global perspective. the society and culture we live in. It has transformed our lives to become increasingly informal, flexible and transient creating massive dependency on this technology. However portable technology marketing, advertising and content still remain in their infancy, always promising “this year’s thing to watch” but never delivering. Investment today is still focused firmly on text-to-win promotions and SMS mobile promotions. WELCOME © Universal McCann 2007. All rights reserved.
  3. 3. 3 THE GULF BETWEEN INDUSTRY EXPECTATIONS AND WHAT CONSUMERS ARE WILLING TO ACCEPT IS CURRENTLY VAST. PORTABLE PORTABLE MARKETING MEDIA CONTENT COMMUNICATIONS DEVICES
  4. 4. 4 EXECUTIVE SUMMARY “What did we learn?”
  5. 5. 5 EXECUTIVE SUMMARY Access is universal world-wide Illegal downloads leading the way • Consumers in the connected world have access to a massive range • Ripping legal CDs to portable devices is the number one source of of portable devices regardless of local market economic, social and content, 38% have done so. This is still ahead of peer-to-peer illegal cultural conditions. downloads, which stands at 36%. Audio devices currently dominate • Both exceed paid-for downloads, which is just 16% despite the fact • 41% have an audio player versus 20% who have a player with that music is the number one form of portable content that users video capacity. would pay for. Mobile phones are evolving from voice to data devices Branded content is the most popular advertising format • The leading markets are driven by messaging and data. In Japan • Branded content is the most popular of all advertising formats with just 24% of mobile usage is phone calls, compared to 65% in 67% finding this acceptable or valuable. the USA. • Opportunity exists in this future media environment to provide 3G phones are the most in demand portable device worldwide consumers with what they want and drive genuine consumer • 3G is the number one in demand portable technology – 43% want to benefit by creating, sponsoring or providing access to content. adopt. This is ahead of all other platforms, including media players, portable gaming and laptops. There is a huge appetite for content on these devices that is not currently being satisfied. • Role for marketers to create, sponsor and provide access to content and services. Portable technology is driving the rise of User-Generated Content (UGC) • Digital cameras are the most popular portable device after mobiles – 81% of our connected sample have one. Camera phones are nearly as popular, 76% have access. Music, films and games are the most valued content • Despite the huge amount being created, UGC is the least popular form of content to consume. • Professional content producers are not about to be superseded on future media platforms.
  6. 6. 6 HOW WE DID IT The research was conducted via self completion online surveys All the sample groups were nationally representative to the mobile, by 10,000 16-54 ‘Connected World’ individuals who are Internet internet-connected universe (Figure 1). In many of the more emerging connected mobile phone users. Although there are hundreds of markets this defaults to an urban sample. millions of mobile users without access to the Internet, it was felt that This selection of countries provided a universe of 690m, 30% of the the dynamic between mobile and online was essential to access the global mobile universe. The mix of saturated, maturing and emerging full range of content and understand the relationship between portable markets allowed for in-depth and robust assessment of the current technology and the Internet. and future global position. Almost 500 people were sampled in each of the following markets: France, Germany, Italy, Spain, UK, Greece, Russia, USA, Mexico, Brazil, India, China, South Korea, Japan, Pakistan, India, Thailand, Malaysia, Singapore, Philippines, Taiwan and Australia. Figure 1: Market universe: 690m Universe Size 180 158.3 160 140 126 120 100 80 64.7 60 44.4 28.6 29.7 30.5 38 40 25.3 25.6 11.4 11.5 11.6 12.2 17 17.6 18.2 20 2 7 7.6 3.2 0 ce ia ly a n y re ce an a o il na n a n s lia K SA nd an di si ic pa az re ai ne wa Ita ss U po an ee st i ra ay ex In Ch Sp la U Ko rm Br Ja Ru pi i ki ga Fr Gr st Ta ai al M lli Pa Ge Au h n Th M i ut Si Ph So Source: Internet World Stats, TGI Europa, Simmons & Local market surveys
  7. 7. 7 “THE MINIMUM REQUIREMENT TO BE INVOLVED WAS A MOBILE PHONE AND ACCESS TO THE INTERNET.” MARKETS TARGETED IN RESEARCH France, Russia Germany, South Korea USA Greece, Italy, Japan Spain, UK, Pakistan China Mexico India Taiwan Philippines Thailand Malaysia Brazil Singapore . Australia
  8. 8. 8 PLATFORMS “What’s in your bag?”
  9. 9. 9 WHICH PORTABLE PLATFORMS ARE THE MOST POPULAR? Figure 2: Device ownership global average 90 90 Portable devices have proliferated over the past few years - Figure 2 Fig 2 80 Fig 2 80 % Ownership % Ownership shows the global average for device penetration amongst our sample 70 70 of mobile and internet connected individuals. The ranking of devices 60 60 50 50 is particularly relevant as it demonstrates the entry points for content 40 40 and advertising. 30 30 20 20 The portable device that leads the way is the digital camera, 10 10 0 with 75% currently owning one. This high availability of cameras 0 ay e (a inte ble y) en lavyide aswi ) ce n S n au nt) ud h le) gb dio) ss y) gla o i& p i a y on i-f ia nnut o c o D Ippo N ort err er pl 3G P eP ( gitla ss ilit nl y ita ierrae vi underlines the extent to which photographs are the first point of utth iooo e ) b y) he DS n ack t) ed rstoho ide dio ndo ) rta ) ta s y di re e ab ) ab stao sis-fi /w aua rry el o n am i ap ly ic de es b tio Bl an io l lit vp Imo podi orG eirtal lesls e ud o am ie / d Ch w bi lC a dle ta g ist e g kb o p l / nd reir in content creation bar none. la pa ed ta ys e. s (lae wiw ac lt m & no te idu la e ( as p P3 itawi tio ca gi im opp pod i (v a ga (v u b Bl in Di em (P ic al r M Ditg p ig d P3 howi eo N o e el w .g P dev igit bl od d id p ab tp (e aiyg d The other interesting point is the dominance of the MP3 player over ta La wio le PS ail l d le (v pld bn r t e or I ( tae ic / d e a rp ia PSa em n po ei ev ptL (p w pl the iPod. At a global level this can be attributed to the success of 3 e on ed he he ld I M rp Aop La bl ers m Ot Ot ai le r rta PaD t he e p rta (p em low-cost flash players in the Asian markets. It is also clear how abh m Ot t L rtO Po A e e PD bl bl Po audio-only platforms lead video ones. This is a clear implication on rta Po Po the distribution of portable content. Laptops are now more likely to be wireless and at 31% are an Figure 3: Multiple device ownership global average established platform for out-of-home and significantly lead portable gaming devices. 1 (Just a mobile) 1 (Just a 2 At 31% 3G compares favourably to many other portable media mobile) 3 9% 2 Fig 3 technologies amongst our mobility audience. Dedicated 3 4 9% 29% mobile email devices such as the Blackberry have yet to make an Fig 3 5+ impact with just 6% claiming to use them, showing that they are still 4 29% 18% 5+ firmly business devices. 18% Unsurprisingly multiple device ownership is the norm (Figure 3). A massive 25% have five or more of these devices in their ownership. 19% 25% 19% 25%
  10. 10. 10 COUNTRIES COMPARED When looking at adoption by market (Figure 4) the main surprise Figure 4: Device penetration by market is the extent of ownership in supposedly ‘less developed’ markets. This reflects the nature of the connected audience and shows how Portable media player Laptop Digital Camera 100 involved and active this segment of Internet-connected mobile users 90 are, regardless of a low overall penetration within their country. If you 80 are connected you are connected, where ever you are in the world. 70 % Ownership 60 This underlines the divide that exists in emerging markets between the 50 online and the offline audience. 40 30 Looking at specific devices it is clear that the portable media player 20 (music, video and combined players) is the main portable technology 10 0 platform. The majority of these devices are music only and the high Au tan a Gr a Ge ce Ta a M il M ece a Ru s Pa n o e ly es Fr K n a ill US an l R th ny ng a po nd ut ndi li t si re ic or az pa in ai Si ssi U Ita en an in ra a iw ay s ex Ko es aila ap Sp Ch Br e levels of usage in emerging markets can be linked to the popularity Ja rm ki I ip st nd al h Ph So of low cost flash based players such as iRiver and Creativelabs. Al Laptops are the second biggest platform, a real proof of its increasing dominance over desktops in all markets. Portable gaming in many cases is more popular among the connected audience in the emerging markets than the connected audience in supposedly ‘developed markets’.
  11. 11. 11 THE IDEA OF CONVERGENCE IN TECHNOLOGY Convergence in portable technology is a theme that rises again and again. The huge number of consumers with multiple devices (Figure 5) shows that it is something that is yet to catch on. Despite this there is a push to provide us with devices that deliver everything – mobile, gaming, music, video and applications all in one. Apple’s launch of the iPhone and the hype that followed epitomises this. Also the growth of mobiles with music facilities as previously demonstrated shows the Figure 5: Percentage Completely Agree with the statement “I like creep of convergent devices. It is also particularly pertinent considering Fig 4 the idea of having one portable device to fulfill all my needs” the large number of portable devices that the mobility audience own. Mexico Malaysia Figure 5 shows the percentage that agree with the statement “I like Brazil India the idea of having one portable device to fulfil all my needs” and there Philippines Spain is a clear trend. The top markets driving the demand for convergence Greece China are the emerging markets. Mexico leads with a massive 79% strongly Pakistan Russia attracted to the concept of convergent devices. The next seven markets Italy Singapore are Malaysia, Brazil, India, and the Philippines. The markets where Thailand the convergence is least popular are all affluent. The lowest figure is Australia France Japan with 27%, Taiwan with 29% and the US with 31%. Convergence UK South Korea is clearly driven less by aspiration and more by financial necessity. Germany US There is no real need for a convergent product in the US, Germany Taiwan Japan and Japan – multiple dedicated devices is affordable and aspirational. 0 20 40 60 80 % All Agree Convergence – “The concept of a technological device delivering more than one application or purpose. For instance a mobile phone may also play music or stream live TV. Devices have become increasingly convergent as technology has miniaturised and competition between devices manufacturers has increased.”
  12. 12. 12 BOND WITH PORTABLE TECHNOLOGY To understand the relationship respondents have with their portable technologies we asked them to declare which ones were always taken out-of-home and which ones were occasionally used. The results (figure 6) are very clear; the mobile phone is the key device and has the strongest relationship with the user. Virtually 100% of our universe take the phone everywhere they go. The next most important technology is the portable music and video player, with more than 40% of owners always taking out-of-home. Figure 6: Which devices do you take out of home? Global average Sometimes Take Always Take 100% 90% % Take Out Of Home 80% 70% 60% 50% 40% 30% 20% 10% 0% a vi ng op e ay / er on pl ic ce De mi pt er am o us ph La ga de m lc ile e vi ble ta bl ob gi rta rta M Di Po Po
  13. 13. 13 THE ROLE OF PORTABLE TECHNOLOGIES Respondents were asked to state what device they typically used in The laptop in contrast, is all about in-home usage. Unsurprisingly it certain occasions. Figures 7 - 10 show the top usage occasions for is driven by working and studying but the extent to which users are portable devices. combining laptop usage with in-home media consumption shows how important it is for online and TV and online and radio. This is Mobile Phones usage is clearly defined by travelling, four of the top confirmation in a global context of the much talked about concept of six are forms of transport, trains, underground, bus, walking and the ‘media meshing’ i.e consuming more than one media at the same time. top quite surprisingly is in a car. The two out-of-home occasions when mobiles are most used is at work and while shopping. The combination Portable media players and portable gaming share the same of these needstates shows how crucial the mobile is to our out-of-home needstates – it is all about travel, with a mix of short commuting and lives. It is also interesting that the commonly held stigma that people long-haul travel. It is also very interesting to see that these two devices do not want to use mobile phones on public transport does not apply. have also crossed over with in-home media consumption – again These figures reflect the huge growth of data and messaging. driving the idea of media meshing but in more of an unexpected way. It is clear from all platforms that portable technology also has a key role Fig 7 to play in the home. Fig 8 Figure 7: Where do you use your mobile phone? Global Average Figure 8: Where do you use your laptop? Global Average Mobile Phone Laptop In a car (passenger) At home while watching TV Walking At home while listening to the radio Shopping At work At work At home while on the Internet On a bus On a plane On train / underground In a car (passenger) 58 60 62 64 66 68 70 72 0 5 10 15 20 25 30 35 % use % use Figure 9: Where do you use your portable media / music player? Global Average Figure 10: Where do you use your portable gaming device? Global Average Portable Media / Music Players Portable Gaming Device On train / underground On a plane Walking On train / underground On a bus In a car While exercising On a bus On a plane At home while listening to the radio At home while watching TV At home while watching TV 0 5 10 15 20 25 30 35 40 45 0 1 2 3 4 5 6 7 8 9 10 % use % use
  14. 14. 14 FUTURE GROWTH IMPLICATIONS Good news for the mobile phone manufacturers and the networks, The extent of portable device ownership is staggering, both in terms 43% of the global sample intend to obtain a 3G phone in the future, of penetration across markets and the number of devices that users promising huge potential (Figure 11). This is followed by video iPods; have. There is clearly a massive demand across the connected world not only good for Apple but an indication that out-of-home video is for these products and the lifestyle they enable. At present the set to be a major global platform. Wireless laptops come in third, key platforms for marketers and advertisers are centred around confirming the ever growing demand for portable computing. audio, with the mp3 player and the audio only iPod being found everywhere. In theory this should be reflected in the content that is The technologies that lag are varying. The Nintendo DS lags its rival produced today. Sony PSP, indicating that dedicated gaming devices are not as popular as multiple content devices. Non-wireless laptops follow, confirming the The short-term future is multi-media. 3G phones are the number one shift in demand to flexible out of home computing. Next come portable most in-demand portable product, while the video iPod is number email devices which show that consumer demand for dedicated email two. Two key platforms for the distribution of video. is still relatively low thanks to its association with business. It is also clear how important portable technology is becoming a source of User-Generated Content, as well as a media platform. The digital camera is the number one portable technology device in its own right and a key link between the mobile world and social Figure 11: Which devices are you interested in purchasing in the future? Global Average media platforms. Global Average Nonetheless the primary portable will always be the mobile phone. Firstly it is ubiquitous, secondly there is massive demand for 3G 3G enabled mobile phone Ipod (video capability) guaranteeing its role as future multi-media device and thirdly its Laptop with wireless (e.g Centrino) carried out-of-home on 100% of occasions. Particularly as they Mobile Phone Digital Camera continue to move away from multi-media devices. Other portable media player PDA (personnel digital assistant) Other MP3 / digital audio player Ipod (audio only) PSP (Playstation portable) Portable email device (e.g Blackberry) Laptop without wireless/wifi Nintendo DS 0 10 20 30 40 50 % plan to purchase
  15. 15. 15 MOBILE PHONE USAGE The mobile phone is the worlds biggest computing and portable There are however big variations by markets, even among the numbers media platform. It is forecasted that 3.3bn will be connected by 2011* of phone calls and SMS messages sent. Figure 13 shows the share of – growth driven by Asia, Africa and Latin America. The developed mobile usage occasions by country. The immediate observation is the markets have reached or are reaching 100% penetration; extraordinary overall share of SMS, which has extensively eaten into voice usage, but Fig 12 for a relatively young technology. yet to be impacted by MMS. Figure 12 shows the extent to which users have integrated phones into The other striking fact is the extent to which Japanese usage is driven their lives. On averageUsed the our global sample makes more than five5+ times by data, with 23% of usage made up by Internet usage – by far the 41% of Internet a day calls a day, while 35% send more than five texts a day; a huge volume 2 – 4 times a day in the world. Only three markets have phone calls above 60% highest Send a picture (MMS) of communication. Once a day usage occasions: USA, Thailand and Taiwan and this will surely of message 2 – 3 times a week decline over time. Internet and MMS frequencies are much lower, but not insignificant. Once a Week Send a text (SMS) 30% use mobile internet more than once a week and 34% send message Less often an MMS more than once a week – encouraging opportunities for Have used once Never multimedia content. Make a phone call *MIC (Market Intelligence Center) 0% 50% 100% Figure 12: Frequency of using your phone by method of communication - global average Figure 13: Percentage share of total usage occasions by method of % frequency of communication communication - global average 12 Fig 13 Phone Calls Text (SMS) Text (MMS) (Internet) USA UK Used the Internet 5+ times a day Thailand Taiwan 2 – 4 times a day Send a picture (MMS) Spain Once a day South Korea message 2 – 3 times a week Singapore Once a Week Russia Send a text (SMS) message Less often Philippines Have used once Pakistan Never Mexico Make a phone call Malaysia Japan Italy 0% 50% 100% India Greece % frequency of communication Germany France Phone Calls China (SMS) Text Text (MMS) (Internet) USA Brazil UK Australia Thailand Global Average Taiwan Spain 0% 20% 40% 60% 80% 100% South Korea Singapore % Share of total mobile phone communications occasions Russia Philippines
  16. 16. 16 MOBILE PHONE FEATURES Multi-media handsets are now the norm amongst our connected Only two markets fail to reach the 60% penetration threshold, which is universe. Figure 14 shows feature penetration across the sample. interestingly India and the US - two markets at the opposite ends of the The enablers of content creation and media are now all mainstream. economic development scale. Colour screens, cameras, web browsing and MMS are all around the Comparing this to the penetration of music players, a slightly different 80% penetration mark. However convergence features have had picture emerges. There are a larger number of developed mobile mixed performance. Music players have reached 50% penetration, markets further down the table. The relatively strong performance of but more emerging technologies such as Live TV, video calling and developing markets reflects the financial necessity of convergence payment technologies have yet to make significant penetration, all – the idea of having separate portable devices is more of a luxury. falling below 20%. Not a problem in markets such as Japan, the US and France where There are however significant differences when you look at the market dedicated business and multiple handsets are more likely to exist. splits. Figures 15 and 16 show the claimed penetration of camera phones and music players – two key technologies for creating content and enabling media on a mobile device. The markets leading the charge are a mix of developed Asian markets and European; South Korea, Greece, Japan, Singapore and the UK make up the top five. fig 15 fig 16 Figure 14: Mobile phone feature penetration - global average fig 14 Figure 15: Penetration of cameras on Figure 16: Penetration of music mobile phones players on mobile phones Global Average Camera Music Player Colour Screen South Korea China Picture messages (MMS) Greece Greece Camera Japan South Korea Internet browsing (WAP / GPRS) UK UK Emails Italy Italy Video Camera Mexico Global Average Bluetooth China Spain Music Player FM Radio Spain Camera Mexico Global Average Brazil Video Calling France Germany Facility to watch live TV South Korea Australia Russia Electronic payment system Greece Germany India 0 20 40 60 80 100 Russia Australia Japan Brazil France % penetration India UK Japan US Italy US Mexico 20 0 10 30 40 50 60 70 80 90 100 0 20 40 60 80 % penetration % penetration China Spain
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