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MMA - Knowing your audience in the changing mobile landscape GlobalWebIndex 260410
 

MMA - Knowing your audience in the changing mobile landscape GlobalWebIndex 260410

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Tom Smith and Brett Petersen of GlobalWebIndex provide the Mobile Marketing Association Brand and Agency Briefing an insight into global mobile trends, focusing on the concept that you need to know ...

Tom Smith and Brett Petersen of GlobalWebIndex provide the Mobile Marketing Association Brand and Agency Briefing an insight into global mobile trends, focusing on the concept that you need to know your audience in this changing mobile landscape.
For more information please visit our website www.globalwebindex.net or the MMA's websitehttps://www.mmaglobal.com/events/other/local-events/brand-agency-briefings

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MMA - Knowing your audience in the changing mobile landscape GlobalWebIndex 260410 MMA - Knowing your audience in the changing mobile landscape GlobalWebIndex 260410 Presentation Transcript

  • “You need to know your audience – changing mobile landscape”
  • WELCOME Tom Smith FOUNDER Brett Petersen SENIOR STRATEGY DIRECTOR
  • TODAY • Quick Intro • Mobile + the multi-platform internet • Towards PC parity • Exploring the multi-platform consumer • Why target audience is key
  • “Discover your audience online” 2009 > 2011 2012 122K SURVEYS 100K SURVEYS 6 WAVES OF DATA 3 WAVES OF DATA 27 MARKETS 36 MARKETS
  • DATA COVERAGE: 160 Questions 1500+ Audience Variables Access Points PC / Browser Passive Behaviour Social Media Mobile Device Content E-Commerce Tablet Motivations Console Mar-Comms Connected TV Brands
  • 31 COUNTRIES AND GROWING Representative Sample of Each Internet Universe
  • MOBILE IS TRANSFORMINGTHE WAY WE GET ONLINE
  • “SMART PHONES” ARE THE NORM 100% 90% Wave1 - Jul 2009 80% Wave3 - Sep 2010 70% 60% Wave6 - Nov 2011 50% 40% 30% 20% 10% 0%What features do you have on your mobile?(% of smartphone users globally; GW1.1 July 2009, GWI.5 – 6, June and November 2011)
  • ANDROID HAS EXPLODED – TRANSFORMED THE MOBILE MARKET 35% 30% 25% 20% 15% 10% 5% 0% MeeGo webOS Windows Other BlackBerry iOS (for Symbian Dont Know Android Phone 7 OS iPhone) Wave5 (Jun 2011) Wave6 (Nov 2011)What operating system runs on your mobile?(% of smartphone users globally; GWI.5 – 6, June and November 2011)
  • NEVER ENDING GROWTH – IMPACTING PRIMARY INTERNET OCCASIONS70% When Accessing Your Mobile, Which is Your Asia Pacific Primary Location? Europe60% Latin America North America50% Whilst Travelling or40% Roaming 23% At home Public Place 33% 28%30%20% At Work10% 17% 0% Wave1 - July Wave2 Wave3 Wave4 Wave5 Wave6 - Nov 2009 2011 (% of mobile internet users globally, Wave 6)Which of the following have you done on the internet via your mobile phone in the past sixmonths? – Browsed the internet(% of internet users globally, GWI.6)
  • (% of internet users globally, GWI.6) Have a Full Web Browser on mobile 59% EVERYONE THAT HAS IT – USES IT Go Online on mobile – Last 77% Month Go Online via mobile - 74% Everyday
  • MOBILE INTERNET: GLOBAL PICTURE IS VERY MIXED Netherlan ds Wave 5 (June 2011) China 80% Canada South Germany Africa 70% Indonesia Italy Wave 6 (Nov 2011) 60% Singapor South 50% e Korea 40% Mexico France 30% 20% Malaysia Spain 10% 0% India Poland Saudi Sweden Arabia Turkey Brazil Philippine Russia s Hong Australia Kong Argentina USA UK JapanAccess the Internet via a Mobile Phone (% of Internet users globally, GWI.6)
  • YOUR FAVOURITE BROWSER? MASSIVE DEMAND BEYOND PC 2% Tablet device 5% 14% 0% 1% 2% Mobile phone 14% 9% 14% Personal PC/laptop Work PC/laptop 18% E-reader Through my TV 74% 47% Current One Year From NowWhich of the following is your favourite device to access the Internet? Now / One year from now (% of Internet users globally, GWI.6)
  • TOWARDS PARITY
  • MOBILE CONTINUES TO REACH PC PARITY IN EUROPE (EU 5: 120 Germany, France, U K, Italy and Spain) 115 Wave1 Wave2 Wave3 110 Wave4 Wave5 Wave6 105 100 95 +35% 90 -15% 85 80 75Million Internet Users 70 65 60 MOBILE INTERNET BEHAVIOUR 55 50 45 +153% 40 +223% +148% 35 +155% 30 +138% 25 20 15 10 5 0 Which of the following have you done on the Internet via your mobile/tablet in the past month? (million Internet users)
  • MASSIVE GROWTH IN BRIC 450 Wave1 Wave2 Wave3 Wave4 Wave5 Wave6 400 +31% MOBILE INTERNET BEHAVIOUR 350 +105% 300 +89%Million Internet Users 250 +173% +134% 200 +158% 150 100 50 0 Which of the following have you done on the Internet via your mobile/tablet in the past month? (million Internet users)
  • MULTI-PLATFORMCONSUMER
  • EXPLORING THE MULTI PLATFORM CONSUMER   
  • SIZING 100% 39% 4%Which of the following have you used to get online in n the past month? (% nternet Users)
  • CONSUMERS WITH ALL DEVICES SPREAD THEIR BEHAVIOURBUT IN AREAS YOU MIGHT NOT EXPECT 100% 90% PC Mobile Tablet 80% 70% 60% 50% 40% 30% 20% 10% 0%Which of the following have you done on the Internet via your mobile/tablet in the past month? (million Multi-platform Internet Users)
  • ACTIVE PC USERS – SHIFT A LARGE PROPORTION TO MOBILE BLOGGERS 100% 49% 34% SOCIAL NETWORKERS 100% 61% 41% PHOTOS UPLOADERS 100% 63% 36% ONLINE BUYERS 100% 27% 28%Which of the following have you done on the Internet via your mobile/tablet in the past month? (million Multi-platform Internet Users)
  • KEY INSIGHTS • Mobile is driving the multi-platform internet • You can’t view mobile in isolation – consumer behaviour happens cross platform • Typical “mobile” behaviours, no longer “typically” mobile • Device – less of a barrier – towards the device agnostic world
  • THE KEY ISUNDERSTANDING YOURAUDIENCE
  • SEBASTIAN RIKARDFashion / Image / Self Worth / Personal Rep Improvement
  • CASE STUDY: Brand Conscious Stand Out From The Crowd Look After Appearance Image 18-34 MALE How I spend my time is more important than the money I make Strive to achieve more
  • ACCESS POINTS: TABLET DEVICES DIFFER UK: Access Points Last Month Through my TV Ebook e.g. Amazon Kindle Work PC/laptop Personal PC/laptop Tablet device e.g. iPad Rikard Mobile phone Sebastian 0% 20% 40% 60% 80% 100% 120%GWI.6, November 2011: UKWhere have you accessed the internet in the last month
  • DIFFERING MOBILE PROFILES Update your microblog status 70% Read news Watched live streamed TV 60% Used map/search for Wrote and uploaded a blog directions 50% post 40% Searched for a 30% Check stocks and financial product/service information 20% 10% Accessed your social 0% Access live travel network profile information Searched for local Bought a product on a retail services/places site Uploaded a photo to a Checked sports scores website Sebastian Watched on demand video Update your social network clip status Rikard Used an online banking serviceGWI.6, November 2011: UKWhat have you done online via mobile in the past month (mobile users only)
  • TODAY Tom Smith FOUNDER Globalwebindex.net @globalwebindex Brett Petersen SENIOR STRATEGY DIRECTOR