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State of the Mobile Industry by Nielsen at the #MobiU2013 Summit, 9/26 in Chicago
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State of the Mobile Industry by Nielsen at the #MobiU2013 Summit, 9/26 in Chicago


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Mark provides the the mobile industry’s latest stats and trends that are framing the mobile opportunity and driving strategic decisions for marketing plans. If you need the latest numbers to help …

Mark provides the the mobile industry’s latest stats and trends that are framing the mobile opportunity and driving strategic decisions for marketing plans. If you need the latest numbers to help build/justify your mobile campaign, then you can’t miss this!

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  • Have all of the content at home. When they leave, they need to make their choices.What comes first.. Phone, tablet, tvOlder adults are not first, but they are adopting devices up to oldest boomers
  • When it comes to video consumption, this slide demonstrates the relative size and engagement by platform. Mobile video audience has increased 37% over the prior yearMobile with the smallest reach among the population at only 14%, but a very similar monthly time spent to that of Online. Whereas TV is clearly the preferred way of consuming content still.However, mobile video usage is increasing with 36.0 million mobile phone owners now watch video on their phones—an increase of 26 percent since last year. This is primarily being driven by smartphone adoption with much higher penetration rates of video viewing on smartphones.
  • 43% use Tablets at least once a day46% use Smartphones at least once a day
  • Use one of either slide 13 or 14
  • There is an interesting variety in the types of shopping apps in the top 10.Online properties: eBay, Amazon, CraigslistTraditional storefronts: Best Buy, Target, Walgreens“Daily Deals”: Groupon, LivingsocialShopping Productivity Tools: shopkick, RedLaser
  • New data from the Q1 2012 Connected Device Report.
  • Transcript

    • 1. Produced by the Heartland Mobile Council Don’t Call Me, I’ll App You Mark Sneathen, SVP Client Consulting, Nielsen @msneathen; @nielsen Event hashtag #MobiU2013
    • 2. #MobiU2013, @msneathen @nielsen Mobile Insights from 2013 • Smartphones are everywhere (nearly) • We love video…on any screen • Don’t call me, I’ll app you • Our shopping (& advertising) sidekick
    • 3. #MobiU2013, @msneathen @nielsen 57% 60% 60% 67% 68% 72% 47% 52% 51% 54% 58% 62% Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 SMARTPHONEPENETRATION HISPANICS NON-HISPANICS IN 2013, WE PASSED 60% SMARTPHONE ADOPTION Among mobile subscribers, smartphone penetration is higher among Hispanics SMARTPHONE PENETRATION AMONG MOBILE SUBSCRIBERS Source: Nielsen Mobile Insights
    • 4. #MobiU2013, @msneathen @nielsen Tablet ownership growing rapidly (but still lower than it might feel) Source: Mobile Insights , NPOWER 13% 26% Q2 2012 Q2 2013 % of homes with tablets TABLET OWNERSHIP +2X IN PAST YEAR
    • 5. #MobiU2013, @msneathen @nielsen Video Penetration Total Population, Q2 2013 Source: Nielsen, based on Total US Population, Persons 2+ for TV and Online, 13+ for Mobile, Q2 2013 Monthly Time Spent Among Video Users (hh:mm) MOBILE VIDEO (PHONE) 5 4 5 ONLINE VIDEO 6 2 8 18% TELEVISION 6 3 741 53% 95% Source: Nielsen Source: Nielsen People Meter, Nielsen Video Census, Mobile Video Report : : : 5 Mobile video time per person not increasing MOBILE VIDEO PENETRATION GROWING FAST – 37% AUDIENCE INCREASE IN PAST YEAR
    • 6. #MobiU2013, @msneathen @nielsen 86% of tablet owners use their device while watching TV 89% of smartphone owners use their device while watching TV CONSUMERS HAVE GONE MULTI-PLATFORM While Watching TV: ~40% multi-screen daily habit
    • 7. #MobiU2013, @msneathen @nielsen 40%of U.S. tablet and smartphone users visit a social network while viewing WATCHING TV “TOGETHER” Source: Q4 2012 Mobile Connected Device Report 62.0 99.8 160.8 190.2 202.5 281.4 0 50 100 150 200 250 300 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 THE TWITTER TV CONVERSATION IS ACCELERATING 182% YOY growth in Tweets about TV (U.S.) 32 million Unique people in the U.S. Tweeted about TV in 2012
    • 8. #MobiU2013, @msneathen @nielsen “DON’T CALL ME, I’LL APP YOU”
    • 9. #MobiU2013, @msneathen @nielsen App 81% Web 19% App/Web Distribution of Time Spent US, Smartphone, iPad, March 2012-2013 App 85% Web 15% App 77% Web 23% March 2012 March 2013 March 2013 APP USAGE ON SMARTPHONES IS INCREASING AT THE EXPENSE OF MOBILE WEB
    • 10. #MobiU2013, @msneathen @nielsen WIDE VARIETY OF APPS DRIVING MORE ENGAGEMENT 4:40 6:42 March 2012 March 2013 40.5 7.9 5.5 5.5 4.3 4.0 3.8 3.6 3.4 3.4 Facebook Instagram Gmail Twitter Candy Crush Saga Google Maps Chrome Pandora Radio Words With… YouTube Top 10 Apps by Total Minutes (billions) US, Smartphone, March 2013 Time per Person per Week (hh:mm) - Apps US, Smartphone, March 2012-2013 +44%
    • 11. #MobiU2013, @msneathen @nielsen 13-17 18-24 25-34 35-44 45-54 VOICE MINUTES USED -26% -9% -5% -3% -5% # OF BILLED MESSAGES SENT/RECEIVED -21% -12% -8% 3% 11% DATA USAGE (MB) 105% 57% 69% 61% 77% Year Over Year Change in Mobile Phone Usage by Age US, Mobile CVM, Q4 2011-2012 DATA USAGE REPLACING VOICE AND BILLED SMS/MMS
    • 12. #MobiU2013, @msneathen @nielsen SHIFTING HOW WE COMMUNICATE - 100%+ GROWTH IN LAST YEAR 3.4 12.9 25.9 4.7 9.3 21.6 1.7 3.9 11.8 March 2011 March 2012 March 2013 IM Portal Text Talk+Text Mobile Messaging App Unique Audience (millions) US, iPhone and Android, March 2011 – 2013 100%+
    • 13. #MobiU2013, @msneathen @nielsen Device usage while out shopping or running errands 88% 39% 17% 17% 14% 10% 6% 5% 5% 4% 4% 3% eBay Mobile Amazon Mobile Groupon shopkick Best Buy LivingSocial Walgreens Target Craigslist… RedLaser Top 10 Shopping Apps – Active Reach % US, iPhone and Android, March 2013 MOBILE DEVICES ARE PERSONAL SHOPPING ASSISTANTS
    • 14. #MobiU2013, @msneathen @nielsen MOBILE AD & APP SPEND GROWING; 33% SPEND ON ADS…BUT MOBILE AD SPEND LAGGING Source: Nielsen, Gartner, eMarketer, Strategy Analytics, KPCB 2% 10% Mobile Misalignment % of Ad Spend % of Time Spent
    • 15. #MobiU2013, @msneathen @nielsen Online MobilePrintTV TV advertising builds brand awareness Provides frequency of “reason to believe” communication Provides consumers with additional snapshots of product value proposition Supports FSI activity Interact and engage with consumers Provides information and coupons Offers immediate buy now opportunity Can leverage location-based messaging and couponing MOBILE COMPLEMENTS A MULTI-PLATFORM CAMPAIGN Awareness In Store In store media supports other channels to drive purchase
    • 16. #MobiU2013, @msneathen @nielsen Advertising on this device is acceptable 20% 33% 47% Smartphone Tablet Television Source: Q1 2012 Mobile Connected Device Report ONLY 1 IN 5 SMARTPHONE OWNERS BELIEVE ADS BELONG ON THEIR DEVICE…VERSUS 1 OF 2 ON TV
    • 17. #MobiU2013, @msneathen @nielsen Source: Nielsen Mobile Connected Device Report Agree 30% Disagree 70% 30% of users find ads with custom location- based offerings more useful CONCERNS ABOUT PRIVACY…RELEVANCY VALUED Delicate balance between placing relevant ads and encroaching on privacy
    • 18. #MobiU2013, @msneathen @nielsen …BUT MULTI-PLATFORM DRIVES CAMPAIGN KPIS Source: Nielsen Google XP Advertising Project, 2012 50% 74% TV Only TV + PC Video, Phone Video and Tablet Video Q2. You may have mentioned this already, from the list below do you recall seeing any advertisements for the following brands? Nielsen-Google study Adding Digital Video to TV campaign lifted Recall 40%+ Evolving media consumption habits mandate a multi-platform marketing approach
    • 19. #MobiU2013, @msneathen @nielsen CONSISTENT CAMPAIGN MEASUREMENT ACROSS SCREEN IS NOW AVAILABLE Use brand lift metrics for comparable effectiveness measures on all digital platforms Include brand-building effectiveness of in-app mobile units in conjunction with online and video Use consistent metrics to improve media allocation across digital platforms, and thus results Brand Lift: 10% Brand Lift: 25% ??? ???Brand Lift: 45% Brand Lift: 40% Illustrative
    • 20. #MobiU2013, @msneathen @nielsen 2013 Mobile Trends Summary Smartphones are everywhere, tablets rising • 60% of US owns smartphone • ~70%+ of Millennials, Multi-cultural groups own smartphone • 26% of homes with tablets 1 Love our video! • +37% mobile video viewers • 40% daily habit of multi-screen • But…still watch 24x more video on TV 2 Don’t call me, I’ll app you • Apps are 85% of time spent • 24MM+ people using messaging apps • 100%+ growth for IM, Text, Talk+Text apps 3 Our constant (shopping & advertising) companion • Close to 90% use smartphone while shopping • 2% of ad spend on mobile…lagging 10% of time spent • Don’t want mobile ads…but they work 4
    • 21. #MobiU2013, @msneathen @nielsen 2014 WHAT’S NEXT…ONE PERSON’S OPINION • Socially acceptable accessory….smartwatches • A three hOrSe race…QWERTY farewell