Brandheld Introduction

Methodology 2,018 survey respondents 64 research group participants 23 industry consultation partners 10 ethnographic subjects 5 handset trials, accompanied shops, retailer interviews Copyright (c) 2010 Essential Research Ltd. All rights reserved.

Objectives 1.! Understand who is using mobile internet-based services (and what they are doing) 2.! Identify drivers of usage and perceived value 3.! Explore the relationship with and impact on other media and technology 4.! Understand the barriers and benefits for other consumers (currently non users) 5.! Understand how different brands can optimise their role within the mobile media ecosystem Copyright (c) 2010 Essential Research Ltd. All rights reserved.

Insight # 1 Beware of industry mobile internet usage data, for it is (a) skewed and (b) misleading. Contrary to popular belief, the greatest application of this technology is not mobile facebook. Copyright (c) 2010 Essential Research Ltd. All rights reserved.

Current usage of mobile websites Social networks 36 Search engines 35 News sites or newspaper websites 28 Maps or direction websites 27 General information or entertainment websites 18 Instant messaging services 14 Cinema theatre and concert listings 14 Online banking websites 13 Online shopping websites 12 Claimed reach % Auction websites 12 Base: All mobile internet users Copyright (c) Video websites such as reserved. 2010 Essential Research Ltd. All rights Youtube or BBC iPlayer 11

Only a minority have so far adopted mobile internet technology 15% Proportion of mobile phone owners who claim to use a mobile internet service at least once per week Copyright (c) 2010 Essential Research Ltd. All rights reserved.

If I could plug my brain into the internet, I would do it. But un9l then, I’ll use anything that they can give me to get closer to that. Male, 25, Mobile Internet User Copyright (c) 2010 Essential Research Ltd. All rights reserved.

Satisfaction with services: (daily mobile internet users) Maps correlation with overall satisfaction Find my location These are the activities which actually drive overall satisfaction Opening Files Buying and Paying Web browsing Social Networks Games Fast email access Chatting satisfaction with individual elements Copyright (c) 2010 Essential Research Ltd. All rights reserved.

Most marketing campaigns focus on just four main applications of mobile internet technology Social Networking Email Web Browsing Entertainment Copyright (c) 2010 Essential Research Ltd. All rights reserved.

The nature of these applications and use of language such as ‘internet’ and ‘web’ encourages people to draw unfortunate comparisons Faster Slower Bigger screen Smaller screen Easier to use Harder to use Existing expense Additional expense Copyright (c) 2010 Essential Research Ltd. All rights reserved.

47% Number of non mobile internet users who agree with the statement: “I don’t want to pay twice to access the internet – I’m already paying for home broadband.” Copyright (c) 2010 Essential Research Ltd. All rights reserved.

The greatest barrier to adoption is not cost, but a lack of perceived beneﬁts actual barrier Doesn’t suit my lifestyle Can already do everything on my computer Screen too small Too difﬁcult Never far away from Not Paying twice a computer Limit using internet Running costs too expensive Unreliable Too slow Handset too expensive Don’t know enough claimed barrier Copyright (c) 2010 Essential Research Ltd. All rights reserved.

Insight # 3 Mobile internet is much greater than the sum of its parts. Once you understand and describe the unique benefits of the technology, adoption will be widespread. Copyright (c) 2010 Essential Research Ltd. All rights reserved.

We tested 88 different mobile internet services (some real, some ﬁctitious) 33% Real-time travel updates 32% A service that tracks in-store offers/coupons/vouchers 29% A service that alerts you to nearby money-off offers for certain goods 29% A 'what's on' guide of things to do in your local area 28% A barcode scanner that allows you to look up product information in supermarkets 27% A secure mobile banking service 27% A service that lets you look up special offers for restaurants, hotels and bars around you 26% A tool that books an appointment with your local GP instantly 25% An up-to-the-minute currency converter 24% A local map that pinpoints all of the cash machines and banks near to you 24% Watch live TV or listen to the radio in real-time 24% Automatically updated city guides displaying all of the local attractions and landmarks 23% A translation service that converts speech in one language to another 23% A virtual shopping list that remembers what products you like to purchase, and displays the cost 22% A service that looks up cinema or theatre times at your nearby venues, and lets you read reviews 22% A TV guide that lets you see what is on, and allows you to programme your TV 21% A calendar that tracks your engagements and offers reminders or notifications 21% Recommendations of local places based on your interests 19% Mobile vouchers that give a discount to certain goods from your local store 19% Using your phone to directly pay for tickets to events 19% A service that lets you pay for a good through your phone rather than have to queue at the till 19% A simple tool to browse,purchase and rate cheap hotels, flights or travel packages 19% Being able to swipe your phone at the till (like a credit card) to pay for your goods 18% A service notifying you of relevant information or vouchers for any benefits or local services 18% who agree: I would be interestedandhaving access to this service train fares All A service that tracks special offers in last minute deals on flights or 17% A All mobile phone owners Base: tool that take photos of problems in your local area and send it directly to 2010 Essential Research Ltd. All rights reserved. Copyright (c) your local council

71% Number of non mobile internet users who were interested in having at least one of our example services on their mobile phone. The majority of these were willing to pay. Copyright (c) 2010 Essential Research Ltd. All rights reserved.

We estimate that 3/4 of all UK mobile phone owners will eventually adopt mobile internet technology, with consumers falling into 6 distinct segments 25% Entertainment Junkies 17% Functional Followers 11% Active Adventurers 9% Bargain Hunters 7% Gossip Girls 6% Gadget Dads Copyright (c) 2010 Essential Research Ltd. All rights reserved.

The Brandheld research is now commercially available, comprising: • PowerPoint debrief • 50 page written report • 391 data tables • SPSS ﬁle Copyright (c) 2010 Essential Research Ltd. All rights reserved.

All enquiries, please contact: Alex Charlton or Simon Kendrick info@essentialresearch.co.uk +44 (0)20 7384 1297 Essential Research Ltd 8 Elysium Gate 126-128 New Kings Road London. SW6 4LZ United Kingdom Copyright (c) 2010 Essential Research Ltd. All rights reserved.

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Brandheld Introduction

by Essential Research on Apr 08, 2010

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