CES 2009: Mobile Next, Social Networks and Applications Innovation in Mobile

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Nielsen Mobile Presentation for CES 2009. Looking at how mobile social media can enhance the sociability of social networking. Lots of research data.

Nielsen Mobile Presentation for CES 2009. Looking at how mobile social media can enhance the sociability of social networking. Lots of research data.

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  • 1. CES Entertainment Mobile Next: Social Networks and Application Innovation in Mobile Jerry Rocha, Senior Director of Mobile Media & Advertising Confidential & Proprietary © 2008 The Nielsen Company
  • 2. No Question: Social Networking Has Changed How We Connect We now communicate in very different ways: •  Virtual Worlds (e.g. SecondLife) •  Facebook “actions” such as pokes, nudges, etc •  IM instead of voice chat •  Status updates •  Bookmarking •  Video Sharing •  Micro-blogging (Twitter) /Blogging
  • 3. The Irony of Social Media Confidential & Proprietary © 2008 The Nielsen Company
  • 4. Mobile Social Media changes that…
  • 5. Wireless Can Set You Free Blogs, rss, chat, Message Boards, Podcasts, video sharing, virtual worlds, Wikis, social bookmarks, micro-blogs, music sharing, gaming, social radio, live video broadcast…all on your mobile device.
  • 6. MoSoSo (Mobile Social Software)
  • 7. MoSoSo, an acronym for Mobile Social Software, is a class of mobile applications whose scope is to support social interaction among interconnected mobile users. The basic idea of a MoSoSo is to overlay a location and time element to the idea of digital networking. It enables users to find one another, in a particular vicinity and time, for social or business networking. Source: Wikipedia. However, the term “Social Software” was first coined by Clay Shirky in 2003.
  • 8. 56% of subscribers belong to a social network of some kind – 27% of that group have used their device for social networking Subscribers that Belong to a Social Network/ Subscriber Device Use for Social Networking Online Community Subscribers who Belong to a Social Network, Nov 2008, National All Data Users Nov 2008, National Confidential & Proprietary © 2008 The Nielsen Company
  • 9. Privacy and Security Concerns While new technology carries some risk, the positives will most likely outweigh the negatives.
  • 10. Social Networking + LBS •  Adding the element of time and location is not only more enjoyable for the user but can actually augment safety: –  Being able to identify friends who are in same location –  Cyber Escort Applications being used by campus police at universities •  Enables users to enhance their networking capabilities by connecting with people in real time. •  Future: Advertisers you have “opted-in” to follow could reach you with special deals when you are geographically close by.
  • 11. LBS Applications Continue to Dominate Industry Industry Mix of Application Revenue by Category Q2 2008, Q3 2008, National Source: Mobile Media Measurement – Confidential & Proprietary Applications Report © 2008 The Nielsen Company
  • 12. 8M people participated in Social Networking Mobile Internet Users (in millions) by Service Type Nov 2008, National Source: Mobile Media Measurement – Confidential & Proprietary 12 Mobile Internet Report © 2008 The Nielsen Company
  • 13. Social Networking is the pack leader in y-o-y audience growth Mobile Internet Audience Growth by Service Type Nov 2007 - Nov 2008, National Mobile Social Networking audience up from 3.3M in Q3-07 to 8M in Q3-08 Source: Mobile Internet Report Confidential & Proprietary © 2008 The Nielsen Company
  • 14. Mobile Social Software Drives Subscribers / Creates Loyalty MoSoSo extends the user experience to a mobile device. Duplicating online features on the mobile device is key to retaining users both online and via mobile.
  • 15. Facebook and MySpace.com were the top dogs in social networking Social Networking Mobile Internet Audience Mobile Internet Users Nov 2008, National Confidential & Proprietary © 2008 The Nielsen Company
  • 16. iPhone was the most popular device among social networkers Top Devices Among Internet Social Networkers Data Users Q3 2008, National Confidential & Proprietary © 2008 The Nielsen Company
  • 17. Facebook’s iPhone app helped top MySpace in September 08 Social Networking Mobile Audience Mobile Oct 07 – Oct 08 Social Networking audience up 189% YoY iPhone 3G Launch Confidential & Proprietary © 2008 The Nielsen Company
  • 18. Over 300M SMS sent just from Social Networking sites in Q3/08 Top Standard Rate SMS Titles by Transactions (000) AT&T and Verizon, Q3 2008 National Unique Users by SMS Brand # of Unique Users Transactions per Title (000) User 4INFO 2,695 64 ESPN Alerts 472 315 Facebook 2,373 47 Google Mobile 3,656 29 MySpace 924 101 Weather.com 857 94 Twitter.com 600 118 Limbo.com 1,014 51 Cha Cha 1,066 41 My Coke Rewards 1,121 32 Flavor Chase 552 57 Chase Mobile 1,614 15 Jayski 272 77 USA Mobile Alerts 195 102 NBC Sports 452 40 Source: Mobile Media Measurement – Confidential & Proprietary 18 Applications Report © 2008 The Nielsen Company
  • 19. Social Networking skews heavily female Demographics of Social Network Internet Users - Gender Nov 2008 National Source: Mobile Media Measurement – Confidential & Proprietary 19 Mobile Internet Report © 2008 The Nielsen Company
  • 20. Social Networking and MySpace in particular skew young, ~70% of user below 34… Demographics of Social Network Internet Users - Age Nov 2008 National Source: Mobile Media Measurement – Confidential & Proprietary 20 Mobile Internet Report © 2008 The Nielsen Company
  • 21. Mobile Social Media and Social Media Future •  With continued development of more sophisticated hardware in conjunction with more feature-rich mobile applications, social media will see both online and mobile growth continue to surge. •  This will continue to cause a fundamental shift in the way advertisers reach people. •  Social networking companies should continue to focus on making the applications more mobile- friendly or developing stand alone MoSoSo.