Gianni Cooreman: Mobile internet in België

Prepared By Gianni Cooreman

Introduction *** Digital Media Consumption *** The Mobile Future *** Music Online and Mobile

Pan-European quantitative survey
A large pan-European online survey in 16 countries was conducted in June 2009 , in close cooperation with IAB Europe. Belgium, The Netherlands, France, UK, Germany, Italy, Spain, Greece, Denmark, Norway, Sweden, Finland, Switzerland, Poland, Romania and Hungary were all represented in this survey.
Participants were recruited from our InSites TalkToChange online research community . The online sample was drawn on a country level of 2000 respondents, consisting of 4 thematic subsamples of 500 respondents. More than 32.000 Internet users participated in this survey. Our sample is representative for the online country population (15+) . Its representativeness is controlled by quota management on the number of Internet users, gender, age, language, Internet/e-commerce maturity and broadband penetration. Various offline sources and statistics were used for calibration : random dialling CATI interviews, Forrester research data and national statistics.
Despite the above mentioned sample considerations, please note that our method comparison research, that has been the subject of an Esomar paper & presentation in 2006, has shown that online sampling truly reflects offline populations in terms of socio-demographic criteria for Internet mature markets. However, it also taught us that online samples tend to consist of people that are slightly more interested in innovation and are more technology savvy : this should be kept in mind when looking at absolute levels of mobile Internet penetration for instance .
Qualitative online research
The findings of the survey have been enriched with findings obtained from an international bulletin board discussion with more than 200 European surfers on digital media and marketing during 6 weeks.
Bulletin boards allow for asynchronous threaded discussions over a longer period of time involving more participants. Participants can return to topics and react to each other’s comments while research moderation is low to medium. Discussion boards are most useful for getting opinions about a specific event, topic or stimulus.
Other sources
Finally, the report was enriched with the extensive experience we have gained over the years. This report is an integration of personal expertise and vision, cases, internal brainstorms with senior consultants, results from R&D research and other PR projects.

Northern Europe Eastern Europe Southern Europe Western Europe Belgium N = 2.119 The Netherlands N = 2.038 France N = 2.000 United Kingdom N = 2.017 Germany N = 2.028 Switzerland N = 1.996 Poland N = 2.022 Romania N = 2.035 Hungary N = 2.010 Spain N = 2.196 Italy N = 2.086 Greece N = 1.971 Denmark N = 1.986 Norway N = 2.016 Sweden N = 2.081 Finland N = 2.005

Internet penetration > 75% Internet penetration < 50% Norway 83% 3,1 million The Netherlands 85% - 11,4 million France 61% 31,6 million UK 73% 36,6 million Germany 69% 48,6 million Switzerland 73% 4,6 million Italy 52% 26,5 million Spain 50% 19 million Greece 42% 4 million Denmark 80% - 3,5 million Sweden 82% 6,2 million Finland 75% 3,3 million Poland 44% 14 million Hungary 45% - 3,8 million Romania 32% - 5,7 million Internet penetration 50 - 75% Belgium 66% 5,8 million (*) Countries measured in MC DC 2009 Source: MC DC 2009 CATI research and Forrester data

Source: MC DC 2009 CATI research (n = 1.134)

Q: How long do you use each of the following media on an average weekday / day in the weekend? (n = 549) Source: MC DC 2009 online research

Q: How do you expect your use of these media to develop in the coming year? (n = 549) Source: MC DC 2009 online research

Q: Which of the following mobile phone types do you own and use? (n BE = 2.119, n EU = 32.606) Q: Have you ever surfed on the Internet from another place than your home, work or school using mobile Internet connection on your mobile phone or smartphone? Q: Do you currently have a subscription to use a mobile Internet connection on your mobile phone or smartphone? Source: MC DC 2009 online research Smartphone adoption Ever surfed mobile Possession data plan

Limited amount of 3G networks ( offered no 3G)
Prohibition of combined sales (until recently)
High subscription fees
Lack of flat rate subscriptions

Technological barriers (# platforms | # handsets)
Consumer privacy
High subscription fees
Mind the gap

Q: How often do you engage in the following Internet activities for personal purposes via your mobile phone or smartphone? (n EU = 7.710, n BE = 484) Source: MC DC 2009 online research

Mobile PC/laptop Both Niche General news/current affairs Breaking news Cultural news Economic and financial news Local news Sports news Weather Eroticism Clothing, fashion, accessories,... Cooking and recipes TV programs Job vacancies Real estate Food and drinks, restaurants, bars,... Shopping, shops,... Health information Nearest business or service Travel information Tourist / location information you are at or want to travel to Get directions/navigation 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 30% 35% 40% 45% 50% 55% 60% 65% Mean all items Mean all items Preference access on mobile phone Preference access on PC / laptop Q: Suppose you have unlimited use of a mobile phone, which device do you prefer to access the following online content? (n EU = 7.710) Source: MC DC 2009 online research

Q: How often do you engage in the following Internet activities for personal purposes? (n EU = 7.710) Source: MC DC 2009 online research Listening to the radio online (real-time / streaming) Listening to podcasts Downloading music for free % at least weekly % at least weekly % at least weekly

Q: How often do you engage in the following Internet activities for personal purposes via your mobile phone or smartphone? (n EU = 7.710) Source: MC DC 2009 online research Listening to the radio online (real-time / streaming) Listening to podcasts Downloading music for free % at least weekly % at least weekly % at least weekly

E-commerce penetration > 65% E-commerce penetration < 50% Norway 69% 2,1 billion The Netherlands 66% - 6,0 billion France 58% 13,6 billion UK 66% 27,0 billion Germany 61% 25,6 billion Switzerland 65% 2,4 billion Italy 48% 8,2 billion Spain 49% 5,4 billion Greece 43% 0,5 billion Denmark 67% - 2,2 billion Sweden 70% 3,9 billion Finland 62% 1,6 billion Poland 48% NA Hungary 22% NA Romania 19% NA E-commerce penetration 50 - 65% Belgium 58% 2,3 billion Source: Forrester data % = E-commerce adoption among surfers Numbers = total online retail forecast 2009 (in billion Euros)

Q: Which products or services have you purchased in the last 12 months for personal use? (n EU = 8.287, n BE = 556) Source: MC DC 2009 online research

Do Think & Feel Think Feel Mean all items Mean all items Books Cars, motorcycles, bikes... CD/DVD/Blu-ray Clothing/shoes Computer, hardware and software Digital music Electronic equipment Furniture and home decoration Hotel/lodging Household appliances Movies or TV series in digital format Other product Personal care Plane, train or boat tickets Telecom services Tickets to events Toys/games 10% 20% 30% 40% 50% 60% 70% 20% 30% 40% 50% 60% 70% 80% Internet opportunity for sales (If purchased, % purchased online) Internet opportunity for pre-sales (% searched online / Filter: if purchased) Q: To what extent did you look for information offline and/or online BEFORE the purchase? (n EU = 8.287) Q: Which products or services have you purchased in the last 12 months for personal use? Source: MC DC 2009 online research

Digital consumption profiling data Basic insights for marketers into the Internet population of 16 European countries The P2P online economy How many people are trading domain names, earning money via advertising on their personal website? Who is into peer-to-peer trading on auction and classified websites? Interactive content on the move: the mobile future The mobile phone has become smart and offers opportunities for mobile marketing and location based services. What do consumers allow and expect from these services? The medium is the message How to get your message across as a company? Which channels (e-mail, social networks, SMS,…) to use for which kind of messages? The digital world as seen by digital natives, silver surfers and worldwide women Insights into the role of the Internet from different target groups and viewing angles. Emancipated consumers: from shouting to building How many Internet users are voicing their opinion on the Internet and how to deal wit them as a company? Building future proof brands: social influence marketing What do surfers expect from brands on social networks? How should you as a brand position yourself in their environment? Building an online social identity Is online life a replacement or complement to the offline life? And why do they feel the need to exist online? How can brand and companies compose their own online social identity? Digital utility seeking: the Internet and mobile as branding instruments / branded utility Can you strengthen you brand by offering branded utilities? And which utilities do internauts expect and use? Avoid avoidance: advertising, targeting and media planning in the 21st century What are the key elements of good advertising according to Internet users? Is there an overload of advertising? Is targeted advertising the solutions? 1 2 3 4 5 6 7 8 9 10 Market Insights Branding & communication

The role of the Internet in the purchase decision process: mixed-mode buying How important is the role of the Internet in the purchase process within my sector? The role of search in brand building / lead generation How do people use search engines? Do peope use it to search for brands/products? Is it worth investing in SEM? E-commerce drivers: influence of the economical climate Do people still buy online? What is the impact of the crisis on their online shopping behaviour? Consumer trust and online confidence To what extent do people have faith in e-commerce, online applications and services and do they trust online advertising and promotions? Return on information: providing personal data in return for personalized services and information What kind of information are people willing to share with a company? What is their opinion on behavioural tracking and recommendations based on past purchases / visits? Enforcing customer loyalty through digital media What do your consumers think of your corporate website as support for after-sales? What could be improved to make your consumers more loyal? Co-created product innovations leading to better brand experiences To what extent are people open to co-create with a company and how to approach them? What is the impact on branding and sales? Who are the people that diffuse new products and services and how do they share their opinions/influence? 11 12 13 14 15 16 17 Customer experience Innovation

Gianni Cooreman Digital Research Manager InSites Consulting T +32 9 269 16 01 M +32 494 521 776 E [email_address] http://www.linkedin.com/in/giannicooreman http://twitter.com/giannicooreman Digital Media and Marketing

Gianni Cooreman: Mobile internet in België

by Muziekcentrum Vlaanderen on Oct 29, 2009

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