The Mobile Digital Consumer - Emerce eDay 2011

@eliasveris

Focus on Europe
Western Europe:
Belgium - Netherlands - France Luxemburg - Germany - Austria - Ireland - Switzerland - United Kingdom
Northern Europe:
Denmark -Finland -Norway -Sweden
EasternEurope:
Bulgaria -CzechRepublic -Hungary -Poland -Romania -Russian Federation-Slovakia -Ukraine
Southern Europe:
Spain -Croatia -Greece -Italy -Portugal -Slovenia -Turkey -Serbia
Voorwoord
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Smartphone Adoption

Mobile I Europe Mobile devices
39% Smartphone adoption in Europe
32% Smartphone adoption in NL
N Europe = 7446 / F = none

Mobile I Europe Future intention – Next 6 months
Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%)
22% purchaseintention next 6 months in Europe
Brazil, India, China: 30-40%
14% in NL – 10% in BE.

Whydon’tyou have a smart phone
39% Currentphonestillworks fine
33% I don’tneedone
29% It’s tooexpensive
24% I don’tsee the benefit (yet)

Todays barriers are tomorrows drivers.

Mobile Internet Access & Social Networking Impact

Mobile I Europe Mobile devices
28% Smartphones with internet connection
22% in NL

Mobile IDaily internet access via smartphone
Q :Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)
47%
23%
55%
56%
65%
64%
51%
39%
N Europe = 2972 / F = If smartphone (with or without internet subscription)

57% Daily social media logon
66% amongconnectedsmartphone users

49% of Europeans follow brands on social media
56% amongconnectedsmartphone users

Connectedsmartphone users want more brand engagement on social media
Announce more events & offer promotions (61%)
Share ideasandprovide updates on future products & services (57%)
Give feedback (55%)
Invite consumersto co-create products & services (47%)
Start conversationswithconsumers (46%)

The Mystery of Appsand Services

Mobile I EuropeThe Death Valley of Apps
No appsinstalled
Appsinstalled
N Europe = 2178 / F = Ifsmartphonewith internet / data subscription
N Europe = 1774 / F = Ifappsinstalled on smartphone

+ Contact
+ Convenience
68% Navigation
59% Social Networking
62% Weather forecasts
52% Information
+ Entertainment
61% funand games
56% music & videos

Getting relevant information on yourlocation (58%)
Making small payments via SMS for parkings, bus,… (55%)
Getting a discount/coupon whenyou walk past a shop (50%)
Banking via mobile phone (49%)
Operating devices in your home from a distance (48%)
Gettingdetailed product information in a shop (44%)
Purchase products via your mobile phone (38%)
Personal location-basedads (18%)

Hurray! We have LBS!

Euh….
Location-based servicesI Europe in perspectiveAwareness & usage
Almost half of europeans has never heard about location-based services.
12% is using location-based services.
N=2972
N=111
N=163
48% (30%) A, 8% U
14% (30%) A, 4% U
7% (5%) A, 1% U
N=45
N=164
N=92
N=77
■ I’m a current user of LBS
■ I’ve been using LBS, but not anymore
■ I know what LBS is, but I’ve never used it
■ I have never heard about LBS

My phone has the ability (53%)
I’maninnovative person, I try new things (42%)
N=2972
N=111
It’s fun (37%)
Why?
I want to track whereI’ve been/myfavouriteplaces (28%)
I get promotions/otherrewardsfrom brands/companies (12%)
N Europe = 232 / F = smartphonewith internet / data subscription, current users of LBS

Privacy concerns (37%)
I don’t care (32%)
N=2972
N=111
I don’tknowhow I can benefit (23%)
Why
It’s notbeneficialyet (17%)
not?
N Europe = 232 / F = smartphonewith internet / data subscription, current users of LBS

When checking in to a certain location, people would like to receive local promotions or information.
Location-based servicesI EuropeExpectations towards brand and companies
Q : Brands and companies are using LBS to connect with people like you and me. What are your expectations
towards those brands and companies about their actions via LBS? When a user of LBS ‘checks in’ to a certain location, brands and companies should…
Expectations top2%
Europe
Offer local promotions
(63%)
Offer advice on things to do on that location
(63%)
Provide background information on the location (60%)
■LBS users N=232
■Non LBS users N=1000
Start an online conversation with the user
(23%)
Send advertising
(19%)

1. Todays barriers are tomorrows drivers.
2. Mobile drives social media & brand engagement.
3. Contact/Convenience/Entertainment keep you out of Death Valley.
4. Context = Location. LBS lacks real benefits
5. The brand that adds benefit to context, will win.

@eliasveris
@IABNederland
Questionsaboutthis research?
Contact:
Elias Veris, Insites Consulting
Jorrik van Wonderen, IAB
www.insites.eu
www.iab.nl

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The Mobile Digital Consumer - Emerce eDay 2011

by Elias Veris

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The Mobile Digital Consumer - Emerce eDay 2011 Presentation Transcript