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A review of the mobile marketplace today analysing the latests stats and cources Odyssey Mobile Interaction

A review of the mobile marketplace today analysing the latests stats and cources Odyssey Mobile Interaction

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    Mobile overview 2013 Mobile overview 2013 Presentation Transcript

    • Mobile Overview 2013 Private & Confidential. Odyssey 2013
    • Marketing on Mobile – Today’s OpportunityOdyssey has summarised various recent reports issued by ComScore, Mary Meeker, Google IPSOS and our own campaign insight to offer our analysis and reflection on where the mobile market is todayWith the proliferation of smartphones, tablets, mobile contentand usage, audiences are are spending more time and attentionwith their device There are now over 1 million different apps available and 1 billion active smart devices around the worldTraditional media vehicles are under increasing pressure forattention as users fill ‘grey time’ by snacking on mobile media 2/3 of all tablet time amongst 14-39’s is spent in front of the TVThis provides advertisers with a great window of opportunity toeffectively promote brand awareness across multiple marketsand drive sales Private & Confidential. Odyssey 2013
    • The Rise and Reach of Mobile Private & Confidential. Odyssey 2013
    • The Rise of The Smartphone • 1 billion – Number of connected devices sold in the world today, now outstripping PC sales. • 42% of European consumers now have a smartphone. UK leads with 60%. • 75% of smartphone users used mobile media, up 62% yoy • 10% of all web traffic is now mobile web. Where we are today 1B Sales • 42% of European consumers now have a smartphone. UK leads with 51%. • 6.6% of consumers own both a Tablet and a Smartphone in Europe.Source: Gartner, IDC, Strategy Analytics, BI Intelligence estimates Private & Confidential. Odyssey 2013
    • Global Smartphone + Tablet Shipments Exceeded PCs inQ4: 2010Source - 2012 KPCG Private & Confidential. Odyssey 2013
    • Global Smartphone + Tablet Installed Base ShouldExceed PC Installed Base in Q2: 2013Source - 2012 KPCG Private & Confidential. Odyssey 2013
    • iPods Changed the Media Industry…iPhones RampedFaster…Now, iPad Growth 3X the iPhoneSource - 2012 KPCG, Apple as of Q3 12 Private & Confidential. Odyssey 2013
    • Android Smartphone Adoption Has Ramped Even Faster –Nearly 6X the iPhoneSource - 2012 KPCG, Gartner, Morgan Stanley Research as of Q3 12 Private & Confidential. Odyssey 2013
    • EU5 Smartphone Penetration (% of mobile users) 48% Germany 34% Smartphone penetration across Italy 51% EU5 has continued to rise in the 42% past year. 51% Across EU5 smartphone France 38% penetration has risen by 13%. Oct-12 62% Oct-11 Smartphone penetration UK 48% increases by market are accordingly: 63% Spain - UK 14% 48% - France 13% - Italy 9% 55% EU5 42% - Germany 14% - Spain 15% 0% 10% 20% 30% 40% 50% 60% 70% 3 Month Average Ending Oct 2012 vs. Oct 2011. Total EU5 Smartphone Subscribers (UK, DE, FR, ES & IT), Age 13+Source: ComScore MobiLens 2012 Private & Confidential. Odyssey 2013
    • Top Mobile OEMs EU5 Smartphone Subscribers 3 Month Average Ending Oct 2012 vs. Oct 2011 Total EU5 Smartphone 2011 2012 7.8% Subscribers (UK, DE, FR, ES & 9.4% IT), Age 13+ 16.2% 8.9% 10.7% 30.4% 20.5% 17.8% 30.2% 20.6% • The past year has seen a huge shift in manufacturer share which was predicted in advance. • Samsung’s share has doubled to Nokia’s expense, which has halved. • HTC and RIM are down slightly, which we will continue to see slide • Although Apple’s iPhone 5 sales have been down, they have held share and the rumors to launch a ‘budget’ iPhone in 2013 which will surely help grow share and compete with Samsung.Source: ComScore MobiLens 2012 Private & Confidential. Odyssey 2013
    • Top Smartphone OS – EU5 Smartphone Subscribers 3 Month Average Ending Oct 2012 vs. Oct 2011 Total EU5 Smartphone Subscribers (UK, DE, FR, ES & IT), Age 13+ 2011 2012 6% 5% 8% 9% 28% Google Apple 17% 47% Symbian RIM 33% Microsoft 21% 21% An interesting picture here regarding OS market share. What once was the leader across EU5 at 33% in 2011, Symbian has fallen to 17% whilst Google has continued to increase by a massive 19% through the success of Android. Apple has remains consistent.Source: ComScore MobiLens 2012 Private & Confidential. Odyssey 2013
    • Media Consumption on Mobile Private & Confidential. Odyssey 2013
    • Global Mobile Traffic Growing Rapidly to 13% of Internet TrafficSource: Statcounter Global Stats 11/12 - KPCB Private & Confidential. Odyssey 2013
    • Filling Grey Time into Prime Time • Our mobiles are always connected, always with us and always on. • Apps have become a key feature in the consumers daily lives, filling grey time into prime time. • Mobile and iPad inventory spikes in the evening and matches TV prime time. • Traditional media faces increased competition for attention, opening up the ‘duel screen debate’.Comscore EU5 2012 Private & Confidential. Odyssey 2013
    • Smartphone vs. Tablets by Age and Gender The average 13-34 year old cinema audience represents 72% of all the smartphone users and 59% of tablet users. To reach older audiences, tablets become a key device to target due to its increasing popularity among this audience.Source: Flurry Analytics, November 2012. Private & Confidential. Odyssey 2013
    • Regular use of selected communication media Today, mobile media consumption is rapidly increasing globally becoming as popular as traditional and in most markets has overtaken both national and local newspapers. We are seeing the consumer adaptation timeframe close as media owners invest their mobile offering.100% 95% 95% 93% 93% 94% 91% 89%90% 87% 84% 78% 79% 79%80% 76% 76% 69%70% 62% 62% 57% 58%60% 55% 54% 52% 51% 50%50% 47% 44% 43% 41%40% 37% 30%30%20%10% 0% Watch TV Listen to the radio Use a Smartphone Use the internet via a Read national Read local newspapers computer/laptop newspapers UK FR IT DE ESSource: OfCom Consumer Research, September 2012 Private & Confidential. Odyssey 2013
    • Time spent per app category According to Flurry, 43% of time spent in mobile apps is spent in games. The average US consumer spends 55 minutes per day on mobile gaming across tablets and smartphones, which is 76% of the total time consumers spend on gaming.Source: Flurry Analytics, November 2012. Private & Confidential. Odyssey 2013
    • Mobile Apps Consumption Increases Web browsing and TV consumption in the USA has remained fairly consistent over the past 3 years. Important to note is the dramatic increase in time spend on mobile apps which has increased year on year; 42% Y1, 35% Y2.Source – Comscore US, Flurry, Bureau of Labor Statistics. Private & Confidential. Odyssey 2013
    • Game categories by demographics Quadrant I is largely comprised of middle-aged females that play games. Quadrant II shows that males are not extending into the same 40+ average age-range as female players. Casino/Poker tend to attract older males the best. Quadrant III is undoubtedly the hottest sector of the mobile gaming market, with young, male “core” gamers pausing their console gameplay sessions to increasingly play mobile games. Quadrant IV shows younger females adopting games that feature more involved gameplay than those played by the middle-aged crowd. While the youngest users enjoy the quick solo experience of the Endless genre, the late twenties/early thirties crowd are diving deeper into game mechanics and making it a social experience.Source: Flurry Analytics, November 2012. Private & Confidential. Odyssey 2013
    • The Mobile Advertising Market Private & Confidential. Odyssey 2013
    • 2012 - Ad Spending vs. Consumer Time Spent by Media • Reaching the Masses - Audiences are migrating to mobile at a fast rate (10% of all web traffic accessed via a mobile device. • In 2012 Mobile accounted for 23% of consumers time, yet only 1% of ad spend is on mobile • With supply outstripping demand, this provides a great window of opportunity to reach your audience via a cost effective media channelComscore EU5 2012 Private & Confidential. Odyssey 2013
    • Mobile Monetization Growing Rapidly (66% apps, 33% ads) Mobile Applications are driving the market. We see this reaching a peak and slowing where mobile advertising will continue to grow and scale.Source - 2012 KPCG Private & Confidential. Odyssey 2013
    • Mobile delivers Lowest CPCVV’s Mobile video solutions deliver the lowest cost per completed video view’s in the market, making the channel an effective media vehicle at driving brand engagement $0.60 $0.50 $0.40 Search Social $0.30 Viral Video Display $0.20 Mobile $0.10 $0.00 Cost per video viewCosting source: Search – Adwords, Social – Facebook, Viral Video – Go Viral, Display – YouTube, Mobile – Odyssey video ad formatsNote – Costs are an average and will depend on Market, targeting, performance variables Private & Confidential. Odyssey 2013
    • For more information please contact :- 0033 203 287 7990 Private & Confidential. Odyssey 2013