24 million active mobiles in Australia – more than 1 per person (24 million phones divided by 22.6million people in AU; could also say 1.7 per Adults aged 16-60 of which there are 13.8 million)Smartphones are now owned by more than 50% of 16-60 year olds We have high technology ownership, hence mobile is just another access device – we’re not as reliant on mobiles as other nations We are a nation of car drivers – hence a key occasion around communiting is diminished Highly active internet users, but historically not via the mobile – for a number of reasons, to be discussed later.... But usage is beginning to change...
This graph represents the usage of differing mobile services throughout the day.Key points:SMS is still the predominant service used (excluding voice)Email is constant through the dayAustralians predominantly use ‘entertainment’ (games, music, web) when commuting or at lunchDinner time is the only real downtime – this is the same in every market around the world
Key pointschina bigger users of mobile, particularly gaming, music and web browsingMore pronounced commuting usage - illustrates how Australia is missing out on this occasion because we drive cars everywhereChinese less likely to stop during dinnerHas the mobile phone taken the place of the bedtime book read?
Key pointsMobile usage is changing in Australia – traditional barriers being removedData is becoming cheaper and is being integrated into capsNetworks are getting faster (unless on Vodafone! ;))Smartphones are becoming the standard, and are now available on pre-paid so easier to accessHandset usability, driven by touchscreens, are becoming more usableThe one barrier that remains is the fact we drive everywhere, removing a key usage occasionHaving said that, the eradication of many of these barriers is leading to a proliferation of smartphones and a dramatic increase in mobile data usage. Finally the year of the mobile might be a reality
But as a brand, how can you leverage mobile?Some of you are platform operators, networks or handset manufacturers – so the answer is obvious. But for many others, such as FMCG brands, the opportunities are less obvious.In our view, there are 4 driversDrive awareness – banner ads, sponsorship, search etcCreate brand engagement or loyalty, through assisting people or entertaining themInfluencing the path to purchase – through either disrupting consumers through the purchase experience (eg SMS push etc) or through assisting them in finding the right info (QR codes, search etc)Finally, on occasions a mobile service can completing change the way we behave – eg CBA’s new house value app
The first of the key considerations we’ll explore is the use of mobile web vs. The mobile app
Key pointsThere is no battle between mobile web & mobile apps – they are used for different reasonsApps used relate to music, games, videoWebsites visited are search, social networks, news and weather
Key points1)Apps are about providing entertainment or utility2) Popular apps help to create awareness for a brand3) Entertaining apps, or ones that add value to a consumer will create engagement and loyalty4) Excellent examples can actually change how people behave
KEY POINTS:- this is a new app from CBA to help people find a house to buyIt’s utility value – if in the market for a house, is huge. In fact it can be a game changer – so rather than house hunt via the PC web, you get out and about and search by foot.CBA leverage value from this in 2 ways:In assisting people they get brand kudosThey integrate their home loan offer into the app to ‘close the loop’
Key points:1) The most used (loaded) apps are either driven by social interaction, utility, or entertainment2) But Mobile is highly fragmented when it comes to usage – only facebook universally usedSo you can’t just look at statistics on downloads – you need to understand frequency of usage (which is hard to self report accurately).And you need to know this by Operating System.TNS Mobile Behave helps here. Mobile Behave is a widget that records all mobile usage behaviour from search terms, to downloads, number of SMS, etc etc. It can be linked with survey data. It has been pilotted in Australia in December 2010 and will be officially launched by TNS in this market in August 2011. If you are interested see the handout on your table and let us know if you want to be a part of this groundbreaking approach.
But apps as a whole don’t influence the purchase cycle. For example – when a consumer wants to find out information about a business or product, they are unlikely to go to the app store to search. They use a mobile browser like google. Mobile websites are generally used to seek information, which invariably has a greater role to play in the path to purchase. Further, search and mobile banner ads can also have an impact on a brands saliency
NISSAN DUKE in the USA is a good example of Mobile Web gone wrong.A game is integrated into the advert, creating awareness of the new car, plus engagement.So a consumer decides they’ll give a nissan duke a go, and tries to find more informationthey type in ‘Nissan Dealerships’ into google mobile, the paid links are for mazda and Mitsubishi.It is crucial you consider how to get mobile web and other media working together to create a holistic mobile experienceITS REALLY ALL ABOUT WHAT YOUR BUSINESS IS TRYING TO ACHIEVE?
Mobile Web and apps used by consumers in different waysConsider Mobile Web for its role in path to purchase Consider Mobile Apps to raise awareness or engage via entertainment or utilityEnsure your mobile development covers of multiple Operating Systems – if limited budget, know which OS your target customer is using
What is social media doing now in a mobile context?
Key point:- Maximising social networking mediums on a limited budget
What about mobile entertainment – what are we seeing there?
You don’t have to create a complicated form of entertainment from scratch – sometimes simple (like snakes) can capture our attention just as wellConsider traditional banner advertising in-gameYou Tube is def going to increase in its mobile usage – and a simple way to engage with a dialled in audience4) Use entertainment as a loyalty reward e.g. give away a free MP3 when a customer buys 10 items
What will be the impact of the mobile on the retail floor?
Key points: CONSUMER PULL27% of Australians in our study have used their mobiles whilst out and about at the shops. Key drivers are to compare prices and check reviews. About 1/5th of those using their mobile in store, are reaching out to get feedback from their social networks
RETAILER PUSH ASfuture interest in these services is strongFor example, 3/5 consumers are interested in getting mobile coupons.SMS sales notices less preferred (generally more liked by women), because of fears of spamming
And its going to continue to evolveMany of you might be aware of facebook deals, but if not, it enables brands and retailers to embed retail offers within the social network.It is already operating in many markets around the world, will be arriving in Australia very shortly
Ultimately the mobile is going to have an impact in store – it brings the web with you into the store environment. Hence becoming even more important to manage your mobile experience effectively and to integrate it with the in-store experience.
Where is Mobile Finance going for Australians?
Usage is driven by 16-30 year olds
Growth in tablets will be driven by 22-30 yr olds
82% of usage is primarily in the home*77% of tablet owners use their PC less after purchasing a tablet*Sales of iPad tablets estimated at 60-70% wifi only in 2010**.Pairing smartphones & tablets into personal wifi may further reduce need for 3G tablets[Source: *AdMob; ** Various internet]
Distinct marketing strategies for mobile phones and tablets – they are not the sameFocus your spend where the users are now – smartphones first, then consider tablets depending on your targetTablets used more like a PC and so reaching tablet users can be done via your broader digital strategy - think interaction, engagement, creativity to make most of rich media on larger tablet screensGPS/navigation/LBS mobile marketing should be optimised for smartphones as they go everywhere, rather than tablets
Australia | Presentation 2011
TNS Mobile Life: Now into it’s sixth year Regions covered:
North America: USA, Canada
Europe: UK, France, Germany, Spain, Italy, Netherlands, Sweden, Russia
Developed Asia: Australia, Hong Kong, Japan, South Korea, Malaysia, New Zealand, Singapore, Taiwan
Australian Mobile Landscape In Context 24 million active mobiles – that’s 1.1 per Aussie Smartphones now owned by >50% of adults High technology ownership - mobile is one of many devices We are a nation of car drivers Highly active internet users, but historically not via the mobile But usage is beginning to change... TNS GTI 2011 Study
Whilst Australia mobile usage may be evolving, SMS remains the key mobile activity Australia mobile usage through the day commuting lunch dinner TNS GTI 2011 Study
China has much heavier mobile users compared to Australia commuting lunch dinner in bed AUSTRALIA CHINA TNS GTI 2011 Study
Traditional barriers to mobile data usage are breaking down Proliferation of Smartphones & mobile data usage
What role can the mobile play for brands? Creating Brand Saliency Creating Brand Engagement and Loyalty Influencing the Path to Purchase (sometimes) A Market Changer
7 key areas to consider as you connect to the Australian mobile consumer   Web vs. Apps Finance at your Fingertips   24/7 Social Location Location   Entertainment not just Child’s Play Tablets …Today & Tomorrow  The In-store Catalyst
Mobile apps and mobile web are used for different reasons Apps most commonly used (Australia) Sites most commonly visited (Australia) TNS GTI 2011 Study
Apps provide entertainment and utility value Creating Brand Saliency Creating Brand Engagement and Loyalty Influencing the Path to Purchase (sometimes) A Market Changer
Utility that can change the market: CBA Property App
Stickiness driven by utility and entertainment Loaded App Usage: USA Top 25 2010 Proportion of People Using each month Average Usage Occasions per Month
Mobile web about finding information and keeping up to date Creating Brand Saliency Creating Brand Engagement and Loyalty Influencing the Path to Purchase (sometimes) A Market Changer
You need to address both and integrate the experience
Must consider OS during app / mobile web development – players have changed and will continue to do so Australia and Global smartphone operating system share Australia Global TNS GTI 2011 Study
Mobile Web vs. Apps: Implications for your business Mobile Web and Apps used by consumers in different ways. Consider Mobile Web for its role in path to purchase. Consider Mobile Apps to raise awareness or engage via entertainment or utility. Ensure your mobile development covers multiple OS.
The social media revolution is now firmly led by mobile
People accessing social networking sites on mobile rose from14%last year to 27% this year B1.19. Service usage - Checking and updating social networking sites Base: All mobile users 469 / 486 TNS GTI 2011 Study
Social media presents the opportunity for a new level of brand engagement and consumer loyalty Creating Brand Saliency Creating Brand Engagement and Loyalty Influencing the Path to Purchase (sometimes) A Market Changer
Social networking is used throughout the day and night Most popular usage occasions amongst Mobile Social Networkers % choosing occasion A30a: Time of day analysis Bases: All social networking users 111 TNS GTI 2011 Study
’24/7 Social’ can be a catalyst for business growth
24/7 Social: Implications for your business Social networking will continue to explode via Smart Phones, because of display and ease of interaction. Its relevance to consumers is throughout the entire day. Communicating relevant messages to audiences is key – as its as much about entertainment and social connection.
Entertainment has always been a part of mobiles… Remember snakes?
Mobile entertainment offers a myriad of opportunities for brands and consumers to connect Creating Brand Saliency Creating Brand Engagement and Loyalty Influencing the Path to Purchase (sometimes) A Market Changer
Frequent gaming has increased most over the last year relative to other mobile entertainment % using feature daily/weekly Males and 16-40 year old consumers show a higher usage of all entertainment features A22: Feature usage Significant increase since 2010 Bases: All mobile users 469 / 486 TNS GTI 2011 Study
Games have strong usage throughout the day and even in bed before sleep Most popular usage occasions (amongst users of each feature) % choosing occasion A30a: Time of day analysis Bases: All music users 238; All games users 254; TNS GTI 2011 Study
Heineken mix TV & mobile gaming to create engagement Heineken App (Launch 1 May ‘11 iOS only) The app is synced live with each UEFA Champions League match Consumers predict game play for points and prizes as it happens…Will he score? Where? Top left? Bottom right? Play against friends or anyone with the app. Potential to be a very powerful tool for Heineken.
Mobile Entertainment: Implications for your business It doesn’t have to be complex – sometimes simple can capture our attention just as well. Consider traditional banner advertising in-game. YouTube is going to increase in its mobile usage – and a simple way to engage with a dialled in audience. Use entertainment as a loyalty reward e.g. give away a free MP3 when a customer buys 10 items.
Smart phones are being used extensively by consumers for retail. Consumers are dialling into a live information service, comparing prices and reading reviews in situ – is your business ready for the competition? Think laterally about how you can connect the retail experience with mobile. Mobile Retail: Implications for your business
Mobile Banking: Account transactions, checking bank accounts, payments, credit applications, secure purchases , etc Mobile Wallet: Like a debit or credit card to pay for a wide range of services and digital or hard goods. A 101 on what is Mobile Banking and what is Mobile Wallet
Mobile Finance is the beginning of a greater cashless society – representing opportunities to provide solutions in a new consumer market Creating Brand Saliency Creating Brand Engagement and Loyalty Influencing the Path to Purchase (sometimes) A Market Changer
The desire for mobile financial services is growing fast in Australia Mobile Banking Mobile Wallet Checking account balances, making purchases securely from your mobile phone Paying for items in a shop or restaurant or bar on a mobile phone 6% 52% 19% 52% currently using would like to use currently using would like to use TNS GTI 2011 Study
Visa USA is trialling ways to help retailers target consumers’ with SMS offers based on their spending habits Visa partners with GAP to offer real-time, location based offers Customers opt-in through GAP Receive real-time offers based on location Potential for power consumer behavioural data now at Visa and retailers disposal
Consumers ready to pay via their mobile phone, today. Simple payment experiences via the smartphone for location activities will increase opportunities. Create partnerships with financial payment operators for retail. Mobile Finance: Implications for your business
GPS is all about using location to literally influence the path to purchase! Creating Brand Saliency Creating Brand Engagement and Loyalty Influencing the Path to Purchase (sometimes) A Market Changer
Usage of GPS enabled services has grown rapidly Navigation and location-based services usage almost doubled in the last year reaching 18%& 17%respectively B1: Service usage Base: All mobile users 486 / 469 TNS GTI 2011 Study
And these GPS enabled services have further growth potential Service prioritisation Size of bubble = Current usage level Social networks Mobile wallet Speech to text Blogging Live TV Banking Frequency of use Stream music Navigation DL TV / Video Social video Graphics Subscriptions Stream TV Caller tunes Ringtones DL Music DL apps DL Games Location services Growth potential TNS GTI 2011 Study
GPS enables infinite possibilities that interest mobile consumers to locate nearby places on maps like landmarks/ shops/ banks/cafes 62% ** 62% for public transport & local travel information, e.g. timetables, nearby stations/ stops, other travel options* to help navigate while travelling 58% ** 22% for location-based social networking, e.g. location of friends, brands and places on Facebook* …and for dating(e.g. list of singles in your area) 7% Plus there’s turn by turn street directions on your smartphone, locate my lost smartphone, track my run, ride or ski, traffic alerts, find best fuel prices, to name but a few TNS Omnibus August 2010; TNS Omnibus July 2010:
How can I use mobile location to help connect customers to my brand? GPS enabled services truly differentiate mobile marketing from PC for all businesses Consumer concerns (e.g. privacy) are diminishing– only 15% believe barriers outweigh the benefits EBay to Acquire Location-Based Service Where April 20, 2011, AdAge EBay has announced plans to acquire mobile location-based service Where. Why? To beef up the e-commerce giant's mobile and location tools…to bring big brand and retailers into e-commerce. Where includes both a mobile app for discovering businesses in close proximity and a mobile network for hyper-local ads and deals from more than 120,000 retailers and brands. TNS Omnibus August 2010
Location Location: Implications for your business If you can’t create your own app, some ways to start include: Get your website and SEO right (include business addresses, opening hours) – so you maximise map based search results (e.g. Google Maps). Allow consumers to check-in to your business (e.g. via Facebook) and consider offering a tangible benefit for doing so. Consider partnering with a mobile ad agency who can help with localized targeting.
What does our business need to know about tablets? Tablet ownership in Australia is 6%, This is double global ownership, but in line with developed markets High potential growth - 26%in next 6 months TNS GTI 2011 Study
The rise of tablets is unlikely to impact mobile phone usage seen as additional device by66%of intenders… Reading eBooks emerges as the only key activity where tablet preference is stronger than PC or mobile Only 13% will replace their PC with a tablet only 2%of Australian tablet intenders will replace a mobile and mobile remains preferred for communication, navigation & music
So what are tablets likely to be used for? For consumers its currently about: in-home usage for similar activities to a PC (esp. media consumption) running on a home network
Tablets: Implications for your business Distinct marketing strategies for mobile phones and tablets – they are not the same. Focus your spend where the users are now – smartphones first, then consider tablets depending on your target. Tablets used more like a PC and so reaching tablet users can be done via your broader digital strategy. GPS/navigation/LBS mobile marketing should be optimised for smartphones as they go everywhere, rather than tablets.
7 key insights to consider as you connect to the Australian mobile consumer  Mobile Web vs. Mobile Apps are used for different reasons – ensure you know what to develop, when  Social Media can afford you the opportunity to ‘push’ content, as long as it’s simple, entertaining and relevant  Mobile entertainment can be used to engage consumers throughout the day  Mobiles will make your in-store experience open to ‘live’ price & product comparison – is your business ready for this?
7 key insights to consider as you connect to the Australian mobile consumer (Cont’d)  Consumers are ready to use mobile finance today for simple transactions – can you offer this option?  GPS enabled services range have the power to change the path to purchase; start simple and don’t be left behind  Australians use tablets like PCs, so for now use your digital strategy to target tablet users rather than your mobile strategy