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  • Meestal willen we bij dit soort evenementen vooruitblikkenMaar even terug is ook wel eens leuk.Mensen dit was in 1998, ongeveer een jaar of 10 na de intro van de mobiel. Een jaar of 9 voor de lancering van de iphone en het android platform
  • De vraag is nu: wat doet die consument precies op zijn mobiel. Daarvoor hebben we het Mobile360 onderzoek uitgevoerd.
  • Ubiquity is a synonym for omnipresence, the property of being present everywhere.
  • Smartphone ownership has grown to almost two third of mobile users in the Netherlands, especially amongst teenagers
  • Computing device ownership (laptops in particular) is still leading, but smartphone ownership is catching up, particularly tablets are potentially growing
  • While the majority of device time is still spent via PC younger consumers are the most likely to spend larger proportions of time on their mobile phones
  • While they might not view mobile to be as transformational as people in other markets do, Dutch people do value the information mobiles provide in the moment
  • Having a more entrenched PC legacy, many Dutch don’t see mobiles as their most important device, though younger working-aged consumers tend to view their mobiles as more central to their lifestyles
  • In fact, people don’t just hold these devices. For many, they are practically an extension of themselves. So not only can you potentially connect with nearly everyone across the globe, but you can connect with them anytime. This is very different from other digital mediums and from traditional mass media
  • The mobile is a personal device. We make our phone our own and develop our unique mobile circle of trust
  • If a brand is invited into in this mobile circle of trust, huge benefits are available
  • However brands need to provide value to remain within this circle. The best ways for brands to do this is by addressing key consumer needs. … and mobile facilitates this in a myriad of ways…
  • Consumers used to spend time to save money. Now they spend money to save time.The mobile holds potential to make consumers’ lives easier in a huge number of ways. Saving consumers time, effort, and delighting them with simple solutions is key for a brand to remain in the mobile circle of trust.Altijd bereikbaar zijn via bellen/sms’en/whatsapp.
  • We beginnen maar even waarvoor ooit de telefoon bedoeld was: communiceren.We zien inmiddels dat instant messaging (dus met name whatsapp inmiddels 5, 6 keer zo groot is als sms). Dat is echt verschrikkelijk snel gegaan.Whats app is opgericht in 2009!
  • Eerst Facebook checken als we half wakker zijnDan Whatsappen om de eerste contacten te leggenNa een paar koffie beginnen we met bellenTegen het einde van de middag bellen we naar huis, wat eten we en wie doet de boodschappenEn in de avond blijven we vooral actief met social media en Whatsapp…
  • Social and IM alone account for 45% of total online time; gaming for roughly 25%. On BB, social and IM account for roughly 90% of all online time.
  • Social and IM alone account for 45% of total online time; gaming for roughly 25%. On BB, social and IM account for roughly 90% of all online time.
  • Only 40% of the time spent online on mobile is on 3G. Organise is is the onlycategorybigger on 3G than on WiFi.
  • Top-10 apps genereren 60% van de tijd. Bij 100 apps zit ik op 90%Bij websites is dit heel anders. Daar is een enorme longtail.85% van de apps door minder dan 1% gebruiktDe appification of everything80% van de branded apps falen omdat ze geen toegevoegde waarde leveren voor de consument. 80% wordt nog niet vaker dan 1000 keer gedownload in de UK (deloitte)Er zijn nu een kleine miljoen apps in de i-store en in google play, 150K in windows storeOver 2 jaar 10 keer zo veel
  • Consumers are highly discerning about apps, tending to limit the apps that they download, choosing free apps and deleting apps that they don’t find useful – brands must provide clear value to ensure app adoption
  • Word of mouth is a huge driver of app downloads, but many consumers are very function-oriented when they look for apps, and some are open to exploring interesting and innovative new apps
  • Advanced functionality and connectivity features that provide utility to consumers’ lives continue to have the strongest growth potential
  • App issuesSearch is niet goed ontwikkeld in de appstores in tegenstelling tot het web waar content fantastisch wordt ontsloten door Google. Zorg dus voor budget ter promotie van de app… Apps moeten worden gedownload, een extra barriere voor gebruik. Ben je het waard om gedownload te worden?Apps zijn als bookmarks voor diensten die consumenten relatief vaak en intensief gebruiken. Ben je daar als bedrijf toe in staat om zoiets te ontwikkelen? Ruitschade app, verwarmingsmonteur appMobiele strategie is niet het maken van een APP. Dat kan het wel zijn, maar veel bedrijven zeker niet!!Denk dus aan de 3 randvoorwaarden:Gevonden worden, ben je het waard om helemaal gedownload te worden en heb je iets te bieden dat mensen vaak en intensief willen gebruiken -> denk dan aan een app.Anders, mobiele website
  • Bedrijven die erin geslaagd zijn om succesvol de juiste consumer needs te bereiken
  • 1 Kijk en begrijp wat mensen doen en willen2 Formuleerkpi om het succes te meten -> downloads, gebruik, conversion, binding3 Platforms beginnen elkaar te overlappen. Mobiel, tablet, pc en tv -> probeer een ongoing merkervaring te creeren, cross channel, cross platformsWe zagen eerder dat de smartphone meer het tweede scherm second screen is dan de tablet4 Apps moeten echt iets toevoegen (zie het als een bookmark bij een internet site, je moet vindbaar zijn en voldoen aan een consumentenbehoefteFocus daarom in eerste instantie op een mobiele website, dan misschien een appLanceer, leer en verbeter -> speelOnderzoekDe smartphone is het slechtste en het beste dat de marktonderzoekindustrie is overkomenHet slechtste omdat het ons traditionele model overhoop gooit.Het beste omdat het het apparaat is dat zo veel van ons leven vastlegt. Ons leefritme, waar we zijn, wat we doen, met wie we zijn, hoe het met onze gezondheid gesteld is.Denk maar eens na: hoe vaak komt het voor dat je mobiel meer dan een meter bij je vandaan is. Bij mij alleen als ik douche of sport denk ik. In een smarphone zitten ongeveer 11 sensoren die waanzinnig veel dingen vastleggen.En natuurlijk kunnen we mensen er ook vragen op stellen.

Presentatie Seminar Login@TNS_NIPO Presentatie Seminar Login@TNS_NIPO Presentation Transcript

  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360The evolvingmobile landscapeDesirée van der VeenDigital Research ConsultantTNS NIPOJune 2013
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 2
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 3Mobile Life Mobile 360ACTIVEMEASUREMENTPASSIVEMEASUREMENT
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 4Mobile Life draws on the behaviours, motivationsand priorities of 38,000 people in 43 countries,800 in The Netherlands,to develop recommendations on activatinga business and marketing strategyvia mobile.
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile36028%5Smart Device Omnipresence42%of the world nowhas smartphones…… up fromlast year.
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 645% of the European62%andThat’s over 10 milion Dutchiesof the Dutchalready have a smartphone.
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Smartphone ownership has grown to almost two thirdof mobile users in the Netherlands, especially amongstteenagers7424562 63 628576695738Global Europe Netherlands Male Female 16-21 22-30 31-40 41-50 51-60
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 833%of us now have tabletsup from 16% last yearcompared to 12% worldwide
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 9… and another 18% expect to get one inthe next six months.5149 In 2013 more than half ofthe Dutch own a tablet.
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile3609962336275162313 187 13 9Household ownership Intention to buyComputing device ownership (laptops in particular) is stillleading, but smartphone ownership is catching up, particularlytablets are potentially growing10TabletSmartphone LaptopDesktopMobile Smart TV
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360While the majority of device time is still spent via PC youngerconsumers are the most likely to spend larger proportions of timeon their mobile phones112715 19 17 2028 2821149447 777 9965314140344545 4140383836 37 30362417 182637433 2 5 6 4 3 4 5 5 5Smart TVDesktop PCLaptopTabletMobile/smartphone
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 12Implication:Mobile usage isgrowing fast, butkeep presence onfixed internet inyour marketingstrategy.
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 13301919244730505362583345…is an extension of me – I feel lostwithout it”…provides me with the tools that I needto succeed in life”…provides me with a constant sourceof entertainment - I would be boredwithout it”…allows me to access information Iwould not otherwise be able toaccess”…gives me access to the information Ineed at the right place and time”…is my most important piece oftechnology”Disagree Agree“My mobile…While they might not view mobile to be as transformational aspeople in other markets do, Dutch people do value the informationmobiles provide in the moment
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Having a more entrenched PC legacy, many Dutch don’t seemobiles as their most important device, though younger working-aged consumers tend to view their mobiles as more central totheir lifestyles14Global Europe Netherlands Male Female 16-21 22-30 31-40 41-50 51-60543830 2734453930 2620233545 494237 34395258Agree Disagree%
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 15Mobile is regarded as the mostimportant piece of technology tothe youngsters,It gives us access to theinformation we need at the rightplace and time
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 16As a resultWe develop our own mobilepersonal space
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 17
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 18
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 19
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 20RelevanceIndependenceConvenienceExperienceTransparency
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 21ConvenienceConsumers value mobile devicesbecause they offer theconvenience of being availablewhenever andwhere ever they are
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 22IndependenceMobile devices provide access to allsorts of information on the go
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 23RelevanceDevices’ ability to meetnearly all needs makesthem a core part of users’lives.
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 24ExperienceSmartphone design andcapability have rapidlybecome the norm.
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 25ReassuranceThe range of devicefunctions allows consumersto delegate actions to theirdevices.
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 26
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 27Convenience• Mobile banking – to use anywhere• LBS services – ability to find stores whileon the go• Loyalty cards and payment integratedinto the phone – to save time and money• Emails via mobile –access from anywhere• In-store WiFi capability – theflexibility to connect while onthe goIndependenceRelevance • Information on the go• LBS groupon delivered whennear stores of relevance• Mobile advertisingTransparency• QR codes for price comparison• Barcodes for price comparison• Consult independent productreviews / peer reviews on SNSwhile shoppingExperience• Augmented reality to overlay onadvertising• Mobile gaming – interactivebillboards• Interactive games / QR codes toraise brand awareness
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 28AugmentedrealityCombining reality andvirtuality, by adding allayer of elements overthe real world
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 29The resultMultiple, oftensimultaneous, accesspoints to the world,And opportunities to messageto consumers directly
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 30Mobile 360 draws on the actual behaviours of morethan 1,000 smartphone and tablet users inThe Netherlands,to develop recommendations on activatinga business and marketing strategyvia mobile
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Mobile 360A 360° view on mobile consumer behaviour3120th of April - 20th of May 2012Android (High End) n=432Android (Low End) n=338BlackBerry n=99iPhone n=243
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360What did we measure?32Voice SMS MobilewebsitesMobileapplications +1. Daily number of in- andoutgoing calls & messages2. Daily time spent on voice &sms1. Daily time spent2. Daily sessions3. Daily data used
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Communicating: “How it all started”334.61.910.34.08.5VoiceSMSIME-mailPersonal networkingDaily application face time(# minutes per user per day)
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Communicating over time34Communication market face time during the day(# minutes per user throughout the day)Voice SMS IM E-mail Personal networking00.40.8mins.
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 35Applications andonline websitesaccount for anaverage of42minutesof market facetime per day forsmartphone usersAndroid (High End) 48 minutesAndroid (Low End) 41 minutesBlackBerry 36 minutesiPhone 33 minutes
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile36019411001131 236Total/Day42mins.Share of daily market face time – split by category(# minutes per user/day/category)
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 37Applications andonline websitesaccount for anaverage of22minutesof market face timeper day for iPad usersApplications andonline websitesaccount for anaverage of42minutesof market facetime per day forsmartphone users
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360431801121 1Social Networking & Connecting Pure E-mail Multi-Media, Entertainment GamingPersonal Interest Shopping Knowledge & Education News, Sport & WeatherPersonal Admin Planning & Organising19411001131 238Total/Day42mins.Total/Day22mins.
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 3953%of the Dutch access theInternet via their mobileusing WiFi in a public area.24%agree that free WiFi hasencouraged them to usedata to communicate.... In the meantime
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 4046 452938 4433 3763304854 557162 5667 633770523G WiFi3GWiFi18 minutesa day26 minutesa dayTotal dailymarket timeDistribution in daily application time - 3G versus WiFi(% of total minutes per category)
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 41Implication:Opportunity for public andretail WiFi hotspots.
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 4265%Believe that mobile data is still too expensive.As rates continue to come down, usage will grow.
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 43M-Commerce32%of mobile users haveperformed bankingactivities on their phonesand another 13% want to.
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 4412%of mobile users have used theirmobile phone as a mobile wallet.Paying forproducts andservices via:
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 45... and another 23% want to.Implication: Hugepotentialfor mobilecommerce.
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 46Mobile is alreadyused throughoutthe path to purchase:Path to purchase
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 4733%Research in store now23%Research in store at home12%Purchase via mobile now
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 48... and there is a string desire to do more.33%Research in store now12%Purchase via mobile now27%interest15%interest
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 4927% want to compareprices in store.28% want to scan abarcode and receivemore information.
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 5023% agree that:“I would prefer to accessproduct information andreviews on my phone,than to speak to a salesperson in a store”
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 5124% agree that:“I trust the information that I canaccess on my mobile phone morethan a sales person in a store”
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 52Howeverthis trendpresents arisk forretailers...
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 5324% have used amobile for showrooming.- Going into a store to test or examine a product butsubsequently purchasing the product somewhere else.
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 54All B2C brands need toconsider the role of mobilein the path to purchase.Implication:
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Mobile is app…5595% = appTotal market time spent onapplications versus websitesExcluded Voice, SMS and System applications
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360And mobile is Web ….560%20%40%60%80%100%1 10 100 1,000 10,000Total spend time (hours) (App) Total spend time (hours) (websites)Mobile apps Mobile websites
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Consumers are highly discerning about apps, tending to limit theapps that they download, choosing free apps and deleting appsthat they don’t find useful – brands must provide clear value toensure app adoption57584048547585I don’t like to download too many apps– they clutter up my phoneI often download apps that I stop usingafter a few weeksI find that apps are better than mobilewebsites for accessing the content thatI wantI am annoyed when apps don’t containall the features that I can access via awebsiteI only download free appsI delete apps if I find that they are notuseful or entertaining21331416145Disagree Agree
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Word of mouth is a huge driver of app downloads, but manyconsumers are very function-oriented when they look forapps, and some are open to exploring interesting and innovativenew apps58514643393737352724181614131111Looking for app that performed a specific functionHeard other people talking about itTo keep in touch with people more easilyAllowed me to get things done on the goIt was featured in the app storeI was bored and wanted to try something newAllowed me to access content convenientlyAlready a user/fan of the brand/websiteI read about it in a review or a list of top appsLots of people were already using itAllowed me to track some part of my lifeTo keep up with the latest new appsI downloaded the app for someone else to usePrompted to download when accessing the…I saw the app mentioned in an advertisement
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Advanced functionality and connectivity features that provideutility to consumers’ lives continue to have the strongest growthpotential59543542453215642214460125114512418161615151313131312121211116031254726522534563522632962311195136116111095137127Home control via mobileLBS/GPSEmailsScanning QR codesWiFi connection at public areasMicrosoft Office programmesWiFi connection at homeSynchronise phone contentReading eBooks/magazines/newspapersListening to musicBrowsing the internetSpeech to TextApplicationsVideo callingCalendar functionality%Using Interested Not interested Dont Know
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 60Accessanywhere, allthe time…But how do youreach that customer?
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 61SEARCH DOWNLOADS BOOKMARK
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 62RelevanceIndependenceConvenienceExperienceTransparency27%13%20%16%18%8%
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile3606 ingredients for a mobile strategy631. Build consumer journeys2. Formulate KPI’s and how to measure success3. Create a uniform brand experience across platforms4. Begin with a responsive website5. Maybe then apps….6. Launch and iterate
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile36010.0001.000500What’s next?64New developments:Multi device panel
  • Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360More informationIf you see an opportunity to engage yourcustomer further through mobile devices,contact us for more information:Desirée van der VeenDigital Research Consultant TNS NIPOE: Desiree.van.der.veen@tns-nipo.comM: 06 3923 128065