04 2 00 mobext global tablet research final v2
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04 2 00 mobext global tablet research final v2

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04 2 00 mobext global tablet research final v2 04 2 00 mobext global tablet research final v2 Presentation Transcript

  • kieran.bourke@mobext.compilar.barrio@socialyse.co.uk
  • ContextMethodology Findings
  • Context
  • Growth of in-home devices to access media 10 9.7 8.7 8 6 4 2 0 2010 2011 Source:Deloitte, State of the Media Democracy Survey 2012
  • Growth of in-home devices to access media 10 9.7 8.7 8 6 4 2 0 2010 2011 Source:Deloitte, State of the Media Democracy Survey 2012
  • Device growth fuelled by tablets in the UK 5 Millions of Tablet owners 72% 4.5 growth in only 7 months to Jan 12 4 12% of the UK population are now owners of tablet 3.5 devices 3 2.5 Jun Jul Aug Sep Oct Nov Dec Jan Source: comScore Mobilens July 2011- Jan 12, eMarketer
  • Device growth fuelled by tablets in the UK 5 Millions of Tablet owners 72% 4.5 growth in only 7 months to Jan 12 4 12% of the UK population are now owners of tablet 3.5 devices 3 2.5 Jun Jul Aug Sep Oct Nov Dec Jan Source: comScore Mobilens July 2011- Jan 12, eMarketer
  • The UK is leading the way in technology adoptionDevices used to access the internet in the last three months in France,Germany, Italy, Spain and UK. 44% 16% Smartphone Tablet 37% 13% 12% 29% 30% 27% 10% 9% Source: Mintel: Digital Trends Spring UK, April 2012, Base 10,000 internet users 16+
  • The UK is leading the way in technology adoptionDevices used to access the internet in the last three months in France,Germany, Italy, Spain and UK. 44% 16% Smartphone Tablet 37% 13% 12% 29% 30% 27% 10% 9% Source: Mintel: Digital Trends Spring UK, April 2012, Base 10,000 internet users 16+
  • ...and UK growth looks set to continue Almost a third of non tablet owners are likely to purchase one in the next 6 months 65% of tablet owners agree that tablets will be very common in the future Source: InMobi / Mobext – UK
  • Methodology
  • Methodology
  • Research Objectives• To conduct the first global on device study of consumer use of tablets, smartphones and laptops• To understand the difference in usage and behaviour across the 3 devices• To identify the role that tablets play in the path to purchase
  • Research Methodology• On-device survey distributed via InMobis global mobile ad network• Currently 8,400 responses across 5 markets• Full range of smartphones and tablets across all major mobile OS platforms.
  • Findings
  • Key Insights1. This is a love story
  • 44% would not want to be separated from their tablet 42% say the their tablet has revolutionised the way theycommunicate with friends/colleagues 49% share their tablets with family members Source: InMobi / Mobext, (UK)
  • Tablet use peaks between 6pm and midnight – and ismainly used at home Source: InMobi / Mobext - UK
  • Key Insights1. This is a love story2. Addition not substitution - tablet owners spend more time with digital devices
  • Key Insights1. This is a love story2. Addition not substitution - tablet owners spend more time with digital devices
  • Key Insights1. This is a love story2. Addition not substitution - tablet owners spend more time with digital devices
  • Key Insights1. This is a love story2. Addition not substitution - tablet owners spend more time with digital devices
  • Tablet ownership increases overall daily time spenton digital devices Average time spent using all devices 6 hours 6 hours 48 mins 3 mins 5 hours 2 mins Laptop owners Smartphone owners Tablet owners Source: InMobi / Mobext (UK)
  • And this pattern is replicated across markets Average time spent using all devices France South Korea 11 hours 7 hours 8 hours 8 hours 46 mins 5 hours 5 hours 12 mins 42 mins 3mins 47 mins 21 minsLaptop owners Smartphone owers Tablet owners Laptop owners Smartphone owners Tablet owners USA India 7 hours 6 hours 9 hours 7 hours 6 hours 58 mins 52 mins 5 hours 20 mins 46 mins 19 mins 51mins Laptop owners Smartphone owners Tablet owners Laptop owners Smartphone owners Tablet owners Source: InMobi / Mobext
  • 51% use a tablet to fillwhat would previouslyhave been “dead time” Source: InMobi / Mobext. UK
  • Key Insights1. This is a love story2. Addition not substitution - tablet owners spend more time with digital devices3. Tablets are used in equal measure for entertainment and life admin
  • UK shows the highest levels of dual screening across the globe South Watching TV whilst using device France India Korea UK US Av Laptop/Desktop 46.7% 36.4% 23.4% 57.0% 50.7% 42.9% Smartphone 34.6% 33.8% 25.1% 47.9% 41.2% 36.5% Tablet 47.3% 41.0% 33.1% 72.0% 58.5% 50.4%Source: Inmobi / Mobext
  • Tablets used for a wide variety of activities Average number of activities different devices are used for 2.7 3.6 3.9 Communicated with a friend Banking Communicated for business purposes Finding out information Shopping Entertainment Source: InMobi / Mobext, (UK)
  • Tablets are used in equal measure for both functionaland entertainment Communicated with a Entertainment Entertainment friend 81% 79% 76% Communicated with a Finding out information Entertainment friend 81% 70% 76% Communicated with a Finding out information Finding out information friend 69% 66% 78% Shopping Shopping Shopping 61% 48% 69% Banking Banking Banking 54% 28% 45% Communicated for Communicated for Communicated for business business business 30% 26% 34% Source: InMobi / Mobext (UK)
  • Key Insights1. This is a love story2. Addition not substitution - tablet owners spend more time with digital devices3. Tablets are used in equal measure for entertainment and life admin4. Media content is easy to access and tablets are having an impact on offline print readership5. Whilst tablet usage is high across all markets, the UK leads the way in dual screening and purchase6. Tablets have a key role to play across the purchase funnel
  • So what does this mean forbrands?CHILL-TERTAINMENT CLOSE AND SYNC ITTargeting consumers PERSONAL Nothing works inwhen they are relaxed Building deeper isolation connections
  • INDEX values summary (UK Only)By LOCATION Purchase Funnel Post Purchase Awareness Consideration Active Evaluation Purchase Experience INDEX Home LAPTOP / DESKTOP 144 132 141 158 122 SMARTPHONE 124 118 125 125 106 TABLET 168 123 161 174 117 Work / College LAPTOP / DESKTOP 73 75 73 84 68 SMARTPHONE 86 86 81 82 82 TABLET 76 66 70 79 64 OOH LAPTOP / DESKTOP 98 90 84 83 75 SMARTPHONE 104 100 92 103 86 TABLET 91 80 86 85 61Source: Inmobi / Mobext, UK
  • ‘Feel’ is tomorrow’s battleground for customer engagement– Senseg.com
  • Thank you! Kieran Bourke, Managing Director, Mobext