Web Goes Mobile 08,  InSites, Nanno Palte
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Web Goes Mobile 08, InSites, Nanno Palte

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Web Goes Mobile 08,  InSites, Nanno Palte Web Goes Mobile 08, InSites, Nanno Palte Presentation Transcript

  • InSites Consulting presents: Belgian Media Mapping Everything You Need To Know about the adoption of new media in Belgium Internet - Mobile - iDTV Mobile adoption & marketing Facts & insights from the Belgian Media Mapping December 2008
  • Next 15 minutes… Mobile adoption, operators & handsets Mobile functions: awareness & use Information via your mobile Mobile marketing © InSites Consulting Source: Belgian Media Mapping 2008 2
  • What do these people have in common? © InSites Consulting Source: Belgian Media Mapping 2008 3
  • 94% of Belgians (15+) own a handset 30% of handsets less than 12 months old 7% intention of new handset next month © InSites Consulting Source: Belgian Media Mapping 2008 4
  • Functions Awareness, usage and intention of advanced functions Awereness functions Usage advanced functions Past 6 months SMS 98% Downloading ringtones 96% 18% on your mobile MMS 82% 81% Browsing the internet 16% via your mobile WAP 84% 75% Downloading music om 7% GPRS 64% your mobile 57% Using an instant UMTS / 3G 30% messaging service via 5% 33% your mobile Bluetooth 81% 89% Watching TV on your 3% mobile 5 % 2007 2008 Intention advanced functions Downloading ringtones 14% om your mobile Using an instant messaging service via 11% your mobile Browsing the internet 7% via your mobile Watching TV on your 6% mobile © InSites Consulting N = 1352 (online data) / F = mobile phone users Downloading music om 4% your mobile Source: Belgian Media Mapping 2008 5
  • Functions Adoption and usage frequency Niche app Killer app 40% Dictionary Calendar Monthly use (or higher) Camera 30% Polyphonic ringtones 20% Bluetooth Mean all items Video camera MP3 player 10% PC synchronisation Radio Sound recorder MMS GPRS E-mail Touch screen Infrared WAP WIFI UMTS / 3G Fax Mean all items Unused 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% © InSites Consulting N 2007 = 1909; N 2008 = 1352 (online data) Adoption F = mobile phone users Source: Belgian Media Mapping 2008 6
  • 5% is interested to receive paid information 23% interested if information is for free containing commercial message 1. Traffic information 1. No need 2. Breaking news 2. Annoying 3. Weather info 3. No control on frequency 4. Discount vouchers 4. Expensive 5. Regular news 56% has received commercial info © InSites Consulting 30% finds commercial info annoying Source: Belgian Media Mapping 2008 7
  • 16% like receive commercial messages from companies where they are customer 15% like receive SMS with discount voucher 13% like to receive relevant SMS 10% unsolicited commercial message if non-customers that bring me an advantage 4% unsolicited commercial message if non-customers © InSites Consulting N = 1363 (online data) / F = Mobile phone users Source: Belgian Media Mapping 2008 8
  • 56% feels operator responsible for commercial SMS 41% feel looking up information via mobile is not user friendly 54% don’t know how many SMS will receive when subscribe 59% prefer not to receive if company identity is unknown 40% would rather send an SMS instead of calling in a game or quiz 15% prefers sending an SMS instead of email when taking part in a © InSites Consulting raffle N = 1363 (online data) / F = Mobile phone users Source: Belgian Media Mapping 2008 9
  • Interest towards specific applications Interest and willingness to pay for functions Q : Can you indicate how interested you are in each of the existing or future applications below? Q : Can you indicate to what extent you are prepared to pay for each of the following applications? 30% Mobile internet allowing internet with laptop Willingness to pay (top 2) 20% Mobile internet Domotica - Micro payments Video messages Information on your location Mobile TV Mobile banking Audio on demand Mobile games on demand Video telephony 10% Audio streaming M-commerce Video on demand Chatting Eroticism PlazZza Betting 0% 0% 10% 20% 30% 40% Position last year Interest (top 2) © InSites Consulting N = 1352 (online data) / F = Mobile phone users Source: Belgian Media Mapping 2008 10
  • Interest towards concrete possible applications Interest mobile marketing applications (top 2) Adress nearby car dealer 44% 35% Reminder dentist checkup, toothpaste commercial 38% 30% Mobile city guide 29% 25% SMS ads, 100 free SMS in return 29% 22% Operator notification when travelling abroad 28% 20% McDonalds voucher for nearby branch 24% 19% SMS ticket for event 23% 19% SMS-email, charged 28% 18% Branded ingredients list magazine recipe 27% 18% SMS number of Happy Days points 23% 17% Shop promotions 23% 17% SMS reminder event with commercial message 23% 13% Free weather forecast with commercial 17% 9% Free movie trailers 16% 9% SMS reminder event, charged 9% 6% Ingredients list magazine recipe, charged 7% 5% © InSites Consulting 2007 2008 N = 1363 (online data) / F = Mobile phone users Source: Belgian Media Mapping 2008 11
  • Mobile internet Penetration and usage Penetration Usage Q : To what extent do you use the following functions on your mobile phone? WAP 38% WAP 5% 8% 12% 76% GPRS 29% GPRS 11% 11% 10% 68% UMTS / 3G 8% UMTS / 3G 10% 12% 15% 63% WIFI 9% WIFI 24% 9% 9% 59% Daily and more Weekly Monthly Rarely/never 47% potential mobile internet users … of whom only 19% actually their mobile at least monthly to go online © InSites Consulting Source: Belgian Media Mapping 2008 12
  • Mobile internet is only starting... © InSites Consulting Source: Belgian Media Mapping 2008 13
  • Who are the mobile internet users? Profile Sociodemographic profile Dutch 53% Language French 47% Male 78% Gender Female 22% 15-24 22% Age 25-34 28% 35-44 20% 45-54 17% 55-64 7% 65+ 6% Low er 33% Education Professional 27% Higher 41% Professional Blue collar 30% situation White collar 20% Public servant 7% Independent 27% Other 17% © InSites Consulting N = 122 (online data) / F = Mobile internet users Source: Belgian Media Mapping 2008 14
  • Who are the mobile internet users? Profile Mobile profile Payment Subscription 78% Proximus 52% Operator how Prepaid card Mobistar 37% (rechargeable 21% card) Subscription Base 9% w ith recharging 1% possibility Othe 3% Payment Mobile who purpose I do, in full (personal use) 65% Only for 29% personal use I do, through my company 17% (self-employed) Mainly for 30% My employer and I share the personal use 4% invoice As much for personal use as 33% My employer pays it in full 5% for w ork/study I share the invoice w ith a Mainly for 2% 8% family member w ork/study A family member pays it in full 7% Only for 0% w ork/study Someone else 0% © InSites Consulting N = 122 (online data) / F = Mobile internet users Source: Belgian Media Mapping 2008 15
  • Who are the mobile internet users? Handset brand Brand © InSites Consulting Source: Belgian Media Mapping 2008 16
  • Current handset Intention new handset Since less 18% 52% than 6 8% months 40% Certainly not 51% 20% 38% 6-12 months 11% 19% 27% 30% Probably not 33% 1-2 years 28% 26% 37% 14% 2-3 years 26% 13% 5% Perhaps 10% 11% 3-4 years 8% 16% 3% 4% 5% 4-5 years 7% Probably 3% 4% 7% 3% 5 years or 10% more 3% 1% 1% Certainly 3% No idea 3% 2% 4% Internet ready Basic mobile Internet mobile users Internet ready Basic mobile Internet mobile users © InSites Consulting Source: Belgian Media Mapping 2008 17
  • Mobile marketing Profile mobile internet users Purchase profile Interest to Purchased Music / MP3s 12% Information for receive 18% products small charge information Ringtones 9% Realtones 8% Specific information 7% Information for 44% free Video clips / video new s 6% Wallpapers 6% Logos 5% Voice greetings 3% Games 3% Mobile TV (TV programmes) 3% © InSites Consulting N = 122 (online data) / F = Mobile internet users Source: Belgian Media Mapping 2008 18
  • Using full Mobile functionality marketing as Critics substitute Basic users Openness 16% Capable users towards Mobile Late adopters marketing User 33% friendliness 29% 22% © InSites Consulting Source: Belgian Media Mapping 2008 19
  • Key facts & figures Interest for mobile information: 5% paid 23% sponsored Mobile internet is only starting 9% of mostly male surf at least monthly Success factors Control on expenses, Relevant, personalized content Financial benefit Micro payments & information on location look promising © InSites Consulting Source: Belgian Media Mapping 2008 20
  • About us Contact details Nanno Palte InSites Consulting presents: Director Market Insights & Behaviour Belgian Media Mapping Nanno.palte@insites.eu Everything You Need To Know about the adoption of new media in Belgium Tel. +32 9 269.15.17 Internet - Mobile - iDTV Mobile +32 477 69.06.95 Wouter Samyn Senior Research Executive Wouter.samyn@insites.eu Tel. +32 9 269.14.29 Mobile +32 494 08.46.97 Valerie Vlieghe InSites Consulting Consultant Evergemsesteenweg 195 Valerie.Vlieghe@insites.eu B-9032 Gent Tel. +32 9 269.14.34 Belguim Mobile +32 479 51.85.45 Tel. +32 9 269.15.00 Fax. +32 9 269.16.00 info@insites.eu © InSites Consulting www.insites.eu Source: Belgian Media Mapping 2008 21