Roadshow Europe mobileSQUARED - Gavin Patterson

  • 1,523 views
Uploaded on

 

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,523
On Slideshare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
30
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Data to develop your mobile strategyGavin Patterson, Chief Markets Analyst Gavin@mobilesquared.co.ukmobileSQUARED +44 118 977 6902
  • 2. Mobile Consumer Trends 4Q12... Mobile subscriptions: 84.27 million Total population: 63.5 million Mobile subscribers: 51.22 million Mobile Internet users: 35.74 million Mobile App users: 30.83 million Mobile Commerce users: 24.59 million Mobile Advertising reach: 22.63 million Mobile Marketing opt-ins: 22.05 million Source: Mobile Consumer Trends, in association with
  • 3. Mobile Consumer Trends 4Q12 users vs subs, pops & devices9080 42% 37% 29% 27% 26% Subscriptions70 Population60 Subscribers 56% 49% 39% 36% 35% Users50 70% 60% 48% 44% 43%40302010 0 Mob Mob apps Mob Mob ad Mob internet commerce marketing Source: Mobile Consumer Trends, in association with
  • 4. Smartphone growth, 2010-16 30 mil. handset sales per year +80% contracts upgrade +55% prepay upgradeDevice penetration of 24.3% in 2010... 51.2% in 2012... and 79.9% in 2016 Source: Mobile Consumer Trends, in association with
  • 5. Audience?
  • 6. Mobile Consumer Trends tracks...Mobile Internet Mobile Marketing Primary form of internet access  Opted-in and used At least once per day  Opted-in, haven’t used yet At least once per week At least once per month Mobile Advertising  Seen, no purchaseMobile Apps  Seen, mobile purchase 5 per week / frequent user  Seen, PC purchase 5 per month / frequent user  Seen, shop purchase Occasional / frequent user Occasional / in-frequent userMobile Commerce Spend up to £10 Spend up to £100 Spend up to £1,000 Spend up to £1,000, and over Source: Mobile Consumer Trends, in association with
  • 7. Mobile Internet users, by gender 4Q12 35.74 million total At least once per week Primary form of internet access 53% / 47% 52% / 48%3,000,000 2,000,0002,500,0002,000,000 1,500,000 Male Male1,500,000 1,000,0001,000,000 Female Female 500,000 500,000 0 0 Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012 Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012 At least once per day At least once per month 50% / 50% 47% / 53%10,000,000 4,000,000 8,000,000 3,000,000 6,000,000 Male 2,000,000 Male 4,000,000 Female 1,000,000 Female 2,000,000 0 0 Q4 1Q 2Q 3Q 4Q Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012 2011 2012 2012 2012 2012 Source: Mobile Consumer Trends, in association with
  • 8. Mobile app users, by age 4Q12 30.83 million total Heavy downloader, Frequent downloader, frequent user (18-34 = 66%) frequent user (25-44 = 54%)800,000 1,500,000 18-24 18-24600,000 25-34 1,000,000 25-34400,000 35-44 35-44 500,000200,000 44-54 44-54 55-64 55-64 0 0 Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012 Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012 Occasional downloader, Occasional downloader, frequent user (25-54 = 70) infrequent user (35-64 = 81%)3,000,000 4,000,000 18-24 18-24 3,000,0002,000,000 25-34 25-34 35-44 2,000,000 35-441,000,000 44-54 1,000,000 44-54 0 55-64 0 55-64 Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012 Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012 Source: Mobile Consumer Trends, in association with
  • 9. Mobile commerce, by location 4Q1120.76 million total National average £10 - 45% of users £100 - 37% of users £1000 - 11% of users £1000+ - 7% of users Internet purchase - 72 App purchase - 28% Male Internet/app - 67/33% Female Internet/app - 78/22% Source: Mobile Consumer Trends, in association with
  • 10. Mobile advertising users, by socio-econ 4Q12 22.63 million total... 53% ABC1 conversion; 42% of C2DE Mobile purchase PC purchase ABC1 = 61% ABC1 = 64%2,500,000 2,500,0002,000,000 2,000,0001,500,000 ABC1 1,500,000 ABC11,000,000 C2DE 1,000,000 C2DE 500,000 500,000 0 0 Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012 Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012 In-store purchase No purchase ABC1 = 57% ABC1 = 51%1,500,000 6,000,0001,000,000 4,000,000 ABC1 ABC1 C2DE 2,000,000 C2DE 500,000 0 0 Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012 Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012 Source: Mobile Consumer Trends, in association with
  • 11. Mobile marketing users, by device 4Q1120.80 million total iPhone 12% Android 14% Other smart 16% Total smart 42% Featurephone 54% Legacy 4% Top Tip: ABC1 females in London aged 24-34 with an iPhone 21,829 Source: Mobile Consumer Trends, in association with
  • 12. Don’t switch off yet:Take our data challenge:‘Play Your Data Right’Visit the mobileSQUARED stand in the River Room Gavin Patterson Chief Markets Analyst mobileSQUARED gavin@mobilesquared.co.uk +44 118 977 6902