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Zokem Mobile Media Insights Finland 2010 - OCT 27
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Zokem Mobile Media Insights Finland 2010 - OCT 27

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

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

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  • 1. MOBILE – THE NEXT MASS MEDIUM? Zokem 360°Insights from the Finnish Smartphone Panel 2010 Interpreting Life Markkinointieviestinnän Viikko Oct 27, 2010
  • 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. 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. 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. 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. 1. Mobile is the Next Mass Medium
  • 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. 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. 2. Mobile is a Rich Medium
  • 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. 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. 3. Mobile is Used Everywhere
  • 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. 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. 4. Mobile is a Personal Channel
  • 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. 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. 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. 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. 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. 5. Mobile is Always On
  • 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. 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. 6. Mobile is an Interactive High Engagement Channel
  • 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. 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. 7. Mobile Provides New Opportunities for Advertisers
  • 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. 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. 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. 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. 8. Mobile is Inherently a Social Medium
  • 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. 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. 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/