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

    • MOBILE – THE NEXT MASS MEDIUM? Zokem 360°Insights from the Finnish Smartphone Panel 2010 Markkinointieviestinnän Viikko Interpreting Life Oct 27, 2010
    • 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 Measure Monitor Every Day Life Analyze Benchmark MOBILE MEDIA TRACKER™ Is everywhere where Actions consumers go
    • With Zokem you get access to consumer’s activities both online and offline Life Patterns & Emotions A full 360° view on consumers Mobile Internet Media & Music 24/7 Access to people’s behavior and opinions Device & Communications Technical data Finnish Smartphone Panel is built to be representative Applications Movements & Places
    • 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
    • Hypotheses 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
    • 1. Mobile is the Next Mass Medium
    • About one third of smartphone usage time already comes from new applications Minutes per Day per User Distribution of Face Time TV* 166 Utility & Productivity Browsing Radio* 120 7% 12% Games & Entertainment Voice Maps & Navigation 16% Internet* 90 Social Media 2% Smartphone 76 27% Messaging 24% Newspapers* 32 PIM 6% Multimedia *Taloustutkimus & TNS
    • Add-on apps complement web browsing usage – both are good venues for advertising Actionable Face Time for Advertising – Minutes per Month per User 830 678 292 589 624 574 Add-on apps 317 453 257 255 207 166 312 538 117 Web browsing 361 333 367 366 287 195 <30 years 30-40 40-50 50-60 >60 years Male Female years years years Gender Age
    • 2. Mobile is a Rich Medium
    • 53% of smartphone users access social media monthly Reach and Frequency of Smartphone Use Avg. usage days per month 24 text/multimedia messaging voice 20 16 browsing email 12 alarm clock social networking calendar 8 weather entertainment productivity camera sports appstore 4 music gallery gaming utility maps instant messaging voip news video calculator 0 0 20 40 60 80 100 Monthly users %
    • Mobile web browsing, email, social media and gaming capture over 100 minutes/user/month Minutes per User per Month SMS/MMS 476 Voice 341 Web browsing 271 Email 204 Social media 144 Gaming 113 Music 77 Calendar 75 Sports 68 Maps & navigation 68 Weather 54 People who use social Camera 42 media with their phones News 38 Entertainment 38 spend an average of Productivity 33 144 minutes per month with Instant messaging 33 social apps or web sites VoIP 26 Gallery 25 Video 16 App stores 15
    • 3. Mobile is Used Everywhere
    • Mobile reaches consumers irrespective of the place and time Distribution of Working Day Activities % 10 5 Movements 0 Hour 0 2 4 6 8 10 12 14 16 18 20 22 24 10 Text messaging Voice 5 0 Hour 0 2 4 6 8 10 12 14 16 18 20 22 24 15 Social media 10 Music 5 0 Hour 0 2 4 6 8 10 12 14 16 18 20 22 24
    • Smartphones are used also abroad Trips Abroad During the Past Quarter 0 1 2 3 4 5 6 7 Estonia 7 % of users Sweden 6 Germany 3 Russian Federation 3 United States of America 2 Latvia 2 Austria 1 Denmark 1 France 1 Lithuania 1 21% of smartphone users use Belgium 1 Czech Republic 1 their phone abroad every quarter Iceland 1 Israel 1 Italy 1 7% of smartphone users visit Japan 1 at least two different foreign countries Jordan 1 Malta 1 per quarter Mexico 1 Netherlands 1 Norway 1 Poland 1 Portugal 1 Spain 1 Switzerland 1 Turkey 1
    • 4. Mobile is a Personal Channel
    • Younger people spend more time with new apps % of face time Demographic Break-Down – Face Time 100 18 18 17 23 25 80 5 11 12 Web Browsing 5 6 10 Social Media 8 8 8 10 Utility & Productivity 60 6 13 Multimedia 28 26 20 Maps 6 40 19 Games & Entertainment 12 Voice Messaging 20 38 31 33 35 30 0 <30 years 30-40 years 40-50 years 50-60 years >60 years
    • No significant differences between sexes Demographic Break-Down – Face Time % of face time 100 21 20 Web Browsing 80 Social Media 5 9 6 Utility & Productivity 8 7 Multimedia 60 Maps 22 Games & Entertainment 21 40 Voice Messaging 20 32 34 0 Male Female
    • 40-50 years old smartphone user speak relatively more User Segmentation – Sessions per Month per User 57 66 Web browsing 42 -63% 30 24 131 145 Messaging 132 -46% 127 79 28 <30 years 22 Multimedia 17 30-40 years 20 40-50 years 19 63 50-60 years 112 +106% >60 years Voice 130 94 70
    • 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 Add-on apps 100 Average time with 80 52% mobile web browsing: 11.3 minutes/day/user 60 48% Average time with add-on apps: 40 11.0 minutes/day/user 20 0 Web browsing 0 20 40 60 80 100
    • Snaptu, Opera and Solitaire are high-engagement apps Top applications by Face Time - Minutes/Day/User Snaptu 16 Opera mobile 16 Text messaging 16 Solitaire 13 Voice 11 Snaptu (a collection Web browser 9 of mobile apps), Google mail 7 Z7emailviewer 5 Opera mobile Opera mini 5 (alternative web Email 4 Facebook 4 browser), and Tracker hunter 4 Calendar 2 Solitaire (game) Sports tracker 2 were among Alarm clock 2 Foreca weather 2 the top 5 apps Radio 2 when measured Nokia maps 2 Google maps 2 by average face Music player 2 time per day. Camera 1 Fonecta 1 Joikuspot 1 Skype 1 Zxing 1 Gallery 1 Fring 1 Thunderracing 1 Fonecta avain 1 Youtube 1
    • 5. Mobile is Always On
    • 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 Avg. Minutes Per Hour 4 3 2 1 0 Hour 0 2 4 6 8 10 12 14 16 18 20 22 24 Working day Weekend
    • Alarm clock is the application that starts the day, camera is used when people go out Smartphone Face Time – A Day in Life Avg. Minutes Per Hour 18 Alarm clock 16 Camera Calendar 14 12 10 8 6 4 2 0 Hour 0 2 4 6 8 10 12 14 16 18 20 22 24
    • 6. Mobile is an Interactive High Engagement Channel
    • Stickiness is an important measure for advertisers: social media is doing well, instant messaging poor Weekly Users / All users % • Stickiness rate = number of text messaging 100 weekly users divided by number voice 96 all users who used during the web browsing 79 past quarter. The higher the calendar 76 alarm clock 75 stickiness rate, the more active email 71 (engaged) is the user population. camera 60 social media 51 • As expected, key features like gallery 48 SMS, voice, browsing, calendar, maps 44 productivity 37 and alarm clock lead music 35 weather 33 • Social media and maps come 8th entertainment 32 and 10th, respectively sports 30 utility 28 • Video, news, and instant voip 26 messaging are on the bottom gaming 24 appstore 20 calculator 19 video 11 news and information 7 instant messaging and chat 5
    • 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 Avg. Seconds Before Reply 400 300 Fast response times 200 100 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Hour X Average ENGAGEMENT / Face Time per App Session 1,5 1,0 0,5 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Hour
    • 7. Mobile Provides New Opportunities for Advertisers
    • Browser is still the most important channel for advertising at 12% of total face time, but apps are close at 9% Weekly users % Distribution of Total Face Time 0 20 40 60 80 by User Interface Activity web browsing 77 email 66 maps 34 screensaver, social media 33 home screen browser search 31 productivity 28 12% music 25 add-on -79% utility 23 apps entertainment 17 9% calculator 12 gaming 7 video 7 voip 5 sports 4 weather 4 appstore 3 76% instant messaging and chat 1 news and information 1 platform apps (not ideal for advertising)
    • Add-on applications form a long-tail – but as many as 21 different applications achieve higher than 5% penetration Native Application Ranking (actual use) 0 20 40 60 % used at widgets 49 least once • Out of user-installed realplayer 44 applications, Sports Tracker, adobe reader 34 active notes 23 Skype and Opera Mini are top quickword 19 quickoffice 18 apps in Finland google mail 14 sports tracker 13 • Facebook app reaches only 4% of skype 12 opera mini 11 users, whereas Facebook web quicksheet 11 opera mobile 10 service reaches 64% of users youtube 9 forecaweather 7 • Widgets, Real Player, Adobe fring 7 solitaire 7 Reader, and most office google 6 infomessage 6 applications are not part of the joikuspot 6 operating system (=add-on apps), quickpoint 5 world traveler 5 but they are in many cases pre- barcode reader 4 facebook 4 embeded in the phones msn 4 fonecta avain 4 f-secure 3 thunderracing 3 tracker hunter 3 z7emailviewer 3 zum-zum 3
    • Top Finnish web sites by active engagement Monthly FaceTime in Minutes / Site / User m.facebook.com 70 • For the first time, real www.ampparit.com m.hs.fi 39 60 face time with the mobile treffit.suomi24.fi 31 murobbs.plaza.fi 27 web site is measured m.yle.fi 23 www.mol.fi 22 (attention on the browser irc-galleria.net 21 www.iltasanomat.fi 20 screen) naurunappula.com 20 m.iltasanomat.fi 17 • Facebook and Ampparit m.nettiauto.com 16 webmail.saunalahti.fi 14 lead in these statistics, m.iltalehti.fi 13 twitter.com 12 reaching more than 60 mobile.twitter.com 12 www.yle.fi 11 minutes of mobile www.foreca.mobi 10 usage/user/month www.hs.fi 10 mail.google.com 10 oma.suomi24.fi 9 • An interesting finding is www.google.fi 8 m.surfport.fi 8 that one out of three top www.google.com 8 www.elisaviihde.fi 7 domains are customized www.fmi.fi 7 pda.op.fi 7 for mobiles! analytics.sanoma.fi 6 m.google.com 6 solo1.nordea.fi 6 m.digitoday.fi 6 m.taloussanomat.fi 6 m.youtube.com 6 www.veikkaus.fi 6 oma.saunalahti.fi 5
    • Facebook, Google and HS are strong mobile sites Mobile Web Sites - Monthly FaceTime vs. Visitors • An average user visits 9 Avg. Minutes/ different Internet sites Month/User (minimum 1 minute of 80 monthly browsing time m.facebook.com per domain) during a month 60 • Google is reaching the widest number of visitors, but Facebook 40 m.hs.fi and Helsingin Sanomat capture more monthly face time from the user www.iltasanomat.fi 20 www.google.com m.iltalehti.fi m.iltasanomat.fi www.google.fi www.yle.fi www.hs.fi m.youtube.com % of Web Users Visited 0 During the 0 20 40 60 80 Past Quarter
    • 8. Mobile is Inherently a Social Medium
    • Finnish smartphone users use phones for multiple social purposes 0 20 40 60 80 100 % of users • Messaging and voice are the key social Text/multimedia messaging 100 features, but there are a Voice 98 number of other social Device email app 56 apps and channels, too www.facebook.com 47 Google mail app 14 • Facebook web site is Voice mailbox app 13 being visited by 47% of www.suomi24.fi 12 smartphone users per Skype app 12 quarter, and 10% of mail.google.com 11 smartphone users mail.live.com 9 every week hotmail.com 8 www.blogger.com 7 • 12% of smartphone Fring app 7 have used Skype at MSN app 4 least once during the Facebook app 4 Weekly usage past 3 months twitter.com 4 Occassional usage www.hotmail.com 4
    • 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 % of daily activity F2F Meetings 15 Voice and SMS Social Media 10 5 0 Hour 0 2 4 6 8 10 12 14 16 18 20 22 24
    • 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/