Zokem Mobile Media Insights Finland 2010 - OCT 27

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Presentation by Zokem CIO Hannu Verkasalo at Markkinointiviestinnän viikko in Helsinki, Finland.

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Zokem Mobile Media Insights Finland 2010 - OCT 27

  1. 1. MOBILE – THE NEXT MASS MEDIUM? Zokem 360°Insights from the Finnish Smartphone Panel 2010 Interpreting Life Markkinointieviestinnän Viikko Oct 27, 2010
  2. 2. Measure Monitor Analyze Benchmark Actions MOBILE MEDIA TRACKER™ Is everywhere where consumers go Zokem Analytics Zokem uses smartphones as a window into people’s daily life, using passive on-device measurements and on-the-spot interaction to interpret consumer behavior and mobile consumption – 24/7 Every Day Life
  3. 3. A full 360° view on consumers With Zokem you get access to consumer’s activities both online and offline Mobile Internet Media & Music Applications Device & Technical data Life Patterns & Emotions Movements & Places Communications 24/7 Access to people’s behavior and opinions Finnish Smartphone Panel is built to be representative
  4. 4. Key learnings • Sports Tracker, Skype and Opera Mini are the top Finnish smartphone applications (number of users) • Snaptu and Solitaire top the rankings with Opera mobile (face time) • 33% of total smartphone face time is coming from new apps & services instead of voice/SMS • Younger people (<30) are the best targets for in-app advertising • For mobile web-based advertising, age group 30-40 is the most active • Besides SMS and voice, also web browsing, email, alarm clock and calendar reach more than 80% of smartphone users on a monthly basis • Social media reaches 53% of smartphone users on a monthly basis - most of it coming through browser instead of apps • Gaming, news, instant messaging and video, despite capturing reasonable face time from heavy users, have low stickiness among the big masses
  5. 5. 1. Mobile is the Next Mass Medium 2. Mobile is a Rich Medium 3. Mobile is Used Everywhere 4. Mobile is a Personal Channel 5. Mobile is Always On 6. Mobile is an Interactive High-Engagement Channel 7. Mobile Provides New Opportunities for Advertisers 8. Mobile is Inherently a Social Medium Hypotheses
  6. 6. 1. Mobile is the Next Mass Medium
  7. 7. About one third of smartphone usage time already comes from new applications *Taloustutkimus & TNS 32 76 90 120 1661/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 24% 6% 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 Messaging 1/30/15 1/30/15 1/30/15 Distribution of Face Time
  8. 8. Add-on apps complement web browsing usage – both are good venues for advertising Actionable Face Time for Advertising – Minutes per Month per User 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 Age 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/151/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 Gender 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15
  9. 9. 2. Mobile is a Rich Medium
  10. 10. 53% of smartphone users access social media monthly 0 4 8 12 16 20 24 0 20 40 60 80 100 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 news 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 Reach and Frequency of Smartphone Use
  11. 11. Mobile web browsing, email, social media and gaming capture over 100 minutes/user/month 15 16 25 26 33 33 38 38 42 54 68 68 75 77 113 144 204 271 341 476 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 Web browsing 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 Minutes per User per Month People who use social media with their phones spend an average of 144 minutes per month with social apps or web sites
  12. 12. 3. Mobile is Used Everywhere
  13. 13. Mobile reaches consumers irrespective of the place and time Distribution of Working Day Activities 0 5 10 0 2 4 6 8 10 12 14 16 18 20 22 24 % Hour 1/30/15 0 5 10 0 2 4 6 8 10 12 14 16 18 20 22 24 Hour 1/30/15 1/30/15 0 5 10 15 0 2 4 6 8 10 12 14 16 18 20 22 24 Hour 1/30/15 1/30/15
  14. 14. Smartphones are used also abroad Trips Abroad During the Past Quarter 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 3 3 6 7 0 1 2 3 4 5 6 7 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 % of users 21% of smartphone users use their phone abroad every quarter 7% of smartphone users visit at least two different foreign countries per quarter
  15. 15. 4. Mobile is a Personal Channel
  16. 16. Younger people spend more time with new apps Demographic Break-Down – Face Time 30 31 33 35 38 12 19 28 26 20 0 20 40 60 80 100 % of face time 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15
  17. 17. No significant differences between sexes Demographic Break-Down – Face Time 32 34 21 22 0 20 40 60 80 100 1/30/15 1/30/15 1/30/15 1/30/151/30/15 1/30/15 1/30/15 1/30/15 1/30/15 % of face time 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15
  18. 18. 40-50 years old smartphone user speak relatively more User Segmentation – Sessions per Month per User 63 28 131 57 112 22 145 66 130 17 132 42 127 94 20 30 79 24 70 19 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15
  19. 19. 52% of users spend more time with add-on apps than web browser and each user has disctinct usage patterns User Segmentation - Minutes per Day per User 0 20 40 60 80 100 0 20 40 60 80 100 1/30/15 1/30/15 Average time with mobile web browsing: 11.3 minutes/day/user Average time with add-on apps: 11.0 minutes/day/user 48% 52%
  20. 20. Snaptu, Opera and Solitaire are high-engagement apps Top applications by Face Time - Minutes/Day/User Snaptu (a collection of mobile apps), Opera mobile (alternative web browser), and Solitaire (game) were among the top 5 apps when measured by average face time per day. 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 4 4 4 5 5 7 9 11 13 16 16 16 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15
  21. 21. 5. Mobile is Always On
  22. 22. People use mobile at all times, on the weekends the active period of usage is however shorter than on working days Smartphone Face Time – Weekend vs. Working Days 0 1 2 3 4 0 2 4 6 8 10 12 14 16 18 20 22 24 Avg. Minutes Per Hour Hour 1/30/15 1/30/15
  23. 23. Alarm clock is the application that starts the day, camera is used when people go out Smartphone Face Time – A Day in Life 0 2 4 6 8 10 12 14 16 18 0 2 4 6 8 10 12 14 16 18 20 22 24 Avg. Minutes Per Hour Hour 1/30/15 1/30/15 1/30/15
  24. 24. 6. Mobile is an Interactive High Engagement Channel
  25. 25. Stickiness is an important measure for advertisers: social media is doing well, instant messaging poor • Stickiness rate = number of weekly users divided by number all users who used during the past quarter. The higher the stickiness rate, the more active (engaged) is the user population. • As expected, key features like SMS, voice, browsing, calendar, and alarm clock lead • Social media and maps come 8th and 10th, respectively • Video, news, and instant messaging are on the bottom Weekly Users / All users % 5 7 11 19 20 24 26 28 30 32 33 35 37 44 48 51 60 71 75 76 79 96 100 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15
  26. 26. At 8-9am the consumer is both reactive and willing to put a bit of time on tasks – excellent time for advertising INTERACTIVITY / Time from Receiving a Text Message to Replying to It 0 100 200 300 400 1/30/151/30/151/30/15 Avg. Seconds Before Reply 1/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/15 Hour 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 X Average 1/30/15 1/30/15 1/30/15 ENGAGEMENT / Face Time per App Session Hour Fast response times
  27. 27. 7. Mobile Provides New Opportunities for Advertisers
  28. 28. Browser is still the most important channel for advertising at 12% of total face time, but apps are close at 9%Weekly users % 1 1 3 4 4 5 7 7 12 17 23 25 28 31 33 34 66 77 0 20 40 60 80 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 76% screensaver, home screen 1/30/15 apps (not ideal for advertising) add-on apps 1/30/15 1/30/15 1/30/15 Distribution of Total Face Time by User Interface Activity
  29. 29. Add-on applications form a long-tail – but as many as 21 different applications achieve higher than 5% penetration Native Application Ranking (actual use) 3 3 3 3 3 4 4 4 4 5 5 6 6 6 7 7 7 9 10 11 11 12 13 14 18 19 23 34 44 0 20 40 60 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 % used at least once 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15• Out of user-installed applications, Sports Tracker, Skype and Opera Mini are top apps in Finland • Facebook app reaches only 4% of users, whereas Facebook web service reaches 64% of users • Widgets, Real Player, Adobe Reader, and most office applications are not part of the operating system (=add-on apps), but they are in many cases pre- embeded in the phones
  30. 30. Top Finnish web sites by active engagement Monthly FaceTime in Minutes / Site / User 5 6 6 6 6 6 6 6 7 7 7 8 8 8 9 10 10 10 11 12 12 13 14 16 17 20 20 21 22 23 27 31 39 60 70 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 • For the first time, real face time with the mobile web site is measured (attention on the browser screen) • Facebook and Ampparit lead in these statistics, reaching more than 60 minutes of mobile usage/user/month • An interesting finding is that one out of three top domains are customized for mobiles!
  31. 31. Facebook, Google and HS are strong mobile sites • An average user visits 9 different Internet sites (minimum 1 minute of monthly browsing time per domain) during a month • Google is reaching the widest number of visitors, but Facebook and Helsingin Sanomat capture more monthly face time from the user 0 20 40 60 80 0 20 40 60 80 % of Web Users Visited During the Past Quarter 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 Avg. Minutes/ Month/User Mobile Web Sites - Monthly FaceTime vs. Visitors
  32. 32. 8. Mobile is Inherently a Social Medium
  33. 33. Finnish smartphone users use phones for multiple social purposes 0 20 40 60 80 100 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 % of users 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 1/30/15 Weekly usage Occassional usage • Messaging and voice are the key social features, but there are a number of other social apps and channels, too • Facebook web site is being visited by 47% of smartphone users per quarter, and 10% of smartphone users every week • 12% of smartphone have used Skype at least once during the past 3 months
  34. 34. Meetings peak at 9am, phone communications at 3-4pm, and social media in the late evening F2F meetings vs. voice/SMS vs. social media on working days 0 5 10 15 0 2 4 6 8 10 12 14 16 18 20 22 24 Hour % of daily activity 1/30/15 1/30/15 1/30/15
  35. 35. CONTACT Zokem helps strategic partners from the wireless and media industries to better monetize on user data by providing actionable 360-degree insights on consumer behavior with on-device measurements. Zokem – Interpreting Life CHECK OUT SOME OF OUR INSIGHTS: http://www.zokem.com/category/mobile- insights/

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