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The Mobile Digital Consumer - Emerce eDay 2011
 

The Mobile Digital Consumer - Emerce eDay 2011

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  • The mobile, digital consumer the mobile digital consumer the mobile digital consumer the mobile.
  • 9000+ internet users worldwide. In NL: 1000 man!With a focus on EuropeInterviewed on their PC, online questionnaires via panelsIn thispresentation: focus on Europe
  • The mobile, digital consumer
  • In Europe, 38% is using a smartphone, either with or without internet / data subscription.The majority of them have a data subscription.
  • Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%)Smartphones have outgrownregular mobile phones in adoption intention – only in Belgium slightly more adoption intent of regular mobile phone… Are we reallybehindthen?Whohere has no smartphoneyet?  Whynot?  next slide
  • 2 mainreasons: somepeople, let’s say half of the europeans, don’tsee the addedvalue of havingone. That’spossible, andeverybody’sown right. But the other half thatdoesn’townoneyet, are eitherwaitingfortheirphoneto break down (andlet’sbehonest, in todaysconsumption environment, rotation is quite high / or installan update on the iphone 3G andyou’llknowwhatI’mtalkingabout) or forpricesto drop. Sowhat does thismean?  it means todays’sbarriersare…
  • Priceswill drop, phoneswill break, the smartphone willprevail.
  • So smartphonesforeveryone, but what kind of an impact does that have on human connectivity?
  • In Europe, 38% is using a smartphone, either with or without internet / data subscription.The majority of them have a data subscription.
  • Almost half of the peoplewith a smartphone connectto the internet via theirphonedaily. Of course, this is drivenbypeoplewith a connection; those without connectionconnectmuchless.In general, let’s say half of the peopleconnectto the internet via theirphoneeveryday. IN NL: 60% met internet connectie // In BE: 37% met internet connectie47% Overall, nottakinginto account internet connection!  56 met internet connection, 23 zonder internet connection! // IN NL: 60% met internet connectie // In BE: 37% met internet connectie
  • Sopeople are browsing the internet everyday… Andwhat is more, Internet access via smartphone drivessocial media use.  Mobile users connect more oftentotheirsocnetthanaverage.Only 56% of connected smartphone users surf the internet at least daily… But 66% connectstotheirsocialnetworkeveryday. How is thispossible? appsforsocialnetworking of course (they are among the largestcategroeis (60%)
  • So mobile users are more oftenconnectedtotheirsocialgraph. In addition, theyare closer connectedto brands too.  In BE: brand following is 39%, in NL 30% // For connected smartphone users, brand following is 48% in BE and 39% for NL. Reasoningthusstays the same!This is logical: why? Because the mainreasonforliking/following a brand (FOR 50%) is using the brand. Another 30% comesafter a recommendationfrom a friend. Both are actions that are notnecessarilycloselyconnectedto computers, but are closelyconnectedto mobile phones. Youuseit, youlike it.
  • These are consumersthat want more brand engagement on social media. They are askingfrom brands to keep them in the loop of whathappens, and are willingto help by co-creating stuff. In addition, they want this MORE than non-mobile connected users.The keymessage: yourcustomerswill check your page on smartphones too. Ifyoujustredesignedit, please check whetheritworks on smartphones!
  • So, the mobile consumer is kind of engagedwith brands. That’sgoodnews. Solet’s make anapp, yeey!
  • Apps have a severe syndrome of Deathvalley. While 80% of the consumer has appsinstalled, withanaverage of 25 per phone (of course more for Apple, thenandroid, and BB somewhere down below the ranking), we seethatexactly 50% is usedregularly…
  • The largestappcategories in terms of ‘havingthem’ are these; socialnetworking (connectivity) – Convenience – Entertainment.We seethat these applications are alsoused most. Brandedapplications are down the bottom of frequency of use. Branded games are the top of themstill.
  • Connectivity, Convenience, Entertainment. These are key. Sowhat kind of services do peoplelike on theirphone?Lots of stuff. Let’s put things in perspective:
  • Whatclearlyemerges: the power of the context; mobile is a contextual device: Location – Money  ConvenienceThis means thatif a brand does somethingforconsumers, keeping in mind the context around Connectivity, Convenience and Entertainment is important.
  • The context = location. Location : LocationBasedServices! That’s perfect, we can plug in information and coupons and even product informations in a LBS network!
  • Hmmm… thatdoesn’tseemtowork, does it? Only 12% of peopleuseitsometimes, and the majority has never heard of it. In NL, that’s even worse…Ifpeopleuseit, theyrefertofacebookplaces (DEAD) andFoursquare. Let’s take a step back, and look at whypeopleuse LBS
  • Yes,myphonecan. I’minnovative, I try new things.  Both fake drivers; doesn’tguaranteesustaineduse! Fun can, but it’s a minoritythatreallyfindsitfun…Why do youuse LBS: no clear driver!  that’s the bad news
  • Andwhydon’tusepeople LBS? Privacy is one (big brother…) but especiallybecausetheydon’t care, anddon’tknowhowtheycan benefit (yet).
  • Sothen as a brand, howshouldyou act on LBS?People areaskingfor stuff that’sdirectlytied-in with the context, again. Offering promotions, but alsoofferingadvice & background information on certainlocations. People look for a benefit.(numbersfor LBS users; the order is the same, but minus 10%, for non-lbs-users)
  • Wrap - up

The Mobile Digital Consumer - Emerce eDay 2011 The Mobile Digital Consumer - Emerce eDay 2011 Presentation Transcript

  • @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
    Sedmagna nisl, volutpat in sodales vitae, fermentum et dolor. Aliquameratvolutpat. Nullafacilisi. Nunc magna lorem, ultricies at dictum in, auctorvel sem. Curabiturlaciniavariusullamcorper. Loremipsum dolor sit amet, consecteturadipiscingelit. Phasellussapienvelit, luctusnectempordignissim, placeratut diam. Phasellus in porttitornibh. Donecquis semper quam. Curabitur id quam in purusvolutpat dictum sed a massa. Donecmolestiesemquiseratfacilisisfringilla. Nam id nisi ut ligula laciniaegestas. Nuncbibendum ante sit ametnislultricesvehicula. Morbisedliberosedtortorblanditvehicula.
  • 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.
    N Europe = 7446 / F = none
  • 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
    N Europe = 7446 / F = none
  • 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%)
  • 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
    N Europe = 2178 / F = Ifsmartphonewith internet / data subscription
  • Location-based servicesI Europe in perspectiveAwareness & usage
    Almost half of europeans has never heard about location-based services.
    12% is using location-based services.
    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
  • Location-based servicesI Europe in perspectiveAwareness & usage
    Almost half of europeans has never heard about location-based services.
    12% is using location-based services.
    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%)
    N Europe = 2178 / F = Ifsmartphonewith internet / data subscription
  • 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