Speeding up                                                                                        the planning           ...
Planning
What I don’t do
Do you know your audience?
Your view of the UK mobile market ...82.91 million subs20.7 million mobile internet users16.6 million mobile app users15.3...
... & this is ours We segment the UK mobile subscriptions by:      • Advertising      • Apps      • Internet      • Messag...
UK mobile usage landscape today ...                                            Mob Int: 7%                                ...
... And tomorrow (Apr, 2012)                             Mob Int: 1.84 mil.                                               ...
Investing in Android yet?                                    399,9403.5 millionNumber of Android mobile internet        us...
230,273Investing in Android yet?                                        399,9403.2 million Number of Android app users in ...
Forgotten the featurephone massive?7.08 million                                       1.002 mil.Number of featurephone mob...
Thinking about following Tesco?  App users by region, 3Q2011                                     iPhone app users by regio...
Where is this all heading?                                                                  14.5 million                  ...
What is the iPhone’s appeal?                 25-34 y.o.s: largest m-commerce users and will experience most growth        ...
3,799,533                                   2.1Central, 3Q12                               Total number of mobile internet...
ConclusionLook to the futurePlan using the right dataDemonstrate audience awareness and a focused ROISet your clients’ exp...
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Keydev nick lane

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Keydev nick lane

  1. 1. Speeding up the planning process By Nick Lane, chief strategy analyst Key Developments in Mobile Advertising 2011-2012All data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer Trends product
  2. 2. Planning
  3. 3. What I don’t do
  4. 4. Do you know your audience?
  5. 5. Your view of the UK mobile market ...82.91 million subs20.7 million mobile internet users16.6 million mobile app users15.3 million m-commerce usersNb all data based on 18-64 year olds
  6. 6. ... & this is ours We segment the UK mobile subscriptions by: • Advertising • Apps • Internet • Messaging • Commerce Then by: • Device type • Age • Gender • Location • Socio-economics And forecast: • 6 quarters out Source: Mobile Consumer Trends, in association with
  7. 7. UK mobile usage landscape today ... Mob Int: 7% M-comm: 5% Apps: 1% M-comm: 1% Mob Int: 11% Mobad conversion: M-comm: 12% 65,250 Mob Int: 5% Apps: 5% M-comm: 5% Mob Int: 2% Apps: 2% Mobad conversion: Mob Int: 10% 300,142 Mobad conversion: 514,862 Mob Int: 5% M-comm: 5% Apps: 6% M-comm: 6%Mob Int.: 1.3 mil. Apps: 7% M-comm: 7% Total mobad Apps: 14% reach: 2.5 mil. Total mobad Mob Int: 12% Apps: 18% reach: 16% M-comm: 9% M-comm: 22%
  8. 8. ... And tomorrow (Apr, 2012) Mob Int: 1.84 mil. M-comm: 929,828 Apps: 1% M-comm: 207,927 Mobad conversion: 1%Mob Int: 549,959 Apps: 460,000Mobad conversion: Mob Int: 2.6 mil. 114,500 Mobad conversion: 11% Apps: 1.4 mil.M-comm: 1.2 mil. Mob Int.: 6% Apps: 1.6 mil. M-comm: 1.3 mil. Total mobad Apps: 3 mil. reach: 24% Total mobad Apps: 3.9 mil. reach: 2.02 mil. M-comm: 4.1 mil.
  9. 9. Investing in Android yet? 399,9403.5 millionNumber of Android mobile internet users in 4Q2011 157,728 647,043
  10. 10. 230,273Investing in Android yet? 399,9403.2 million Number of Android app users in 4Q2011 157,728 232,970 647,043 454,470
  11. 11. Forgotten the featurephone massive?7.08 million 1.002 mil.Number of featurephone mobile internet users in 2Q2011 457,459 829,853
  12. 12. Thinking about following Tesco? App users by region, 3Q2011 iPhone app users by region, 4Q2011 7% 5% 18% 6% 12%
  13. 13. Where is this all heading? 14.5 million Users of m-commerce in 1Q2011 M-commerce users by device20,000,00018,000,000 19.2 million Users of m-commerce in 3Q201216,000,00014,000,00012,000,000 Non-smartphone10,000,000 Other smartphones Android 8,000,000 iPhone 6,000,000 4,000,000 2,000,000 - 1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12 72% of m-commerce users on smartphones in 3Q2012
  14. 14. What is the iPhone’s appeal? 25-34 y.o.s: largest m-commerce users and will experience most growth 18-24 y.o.s are the next largest demographic group for m-commerce iPhone m-commerce activity, by age 6,000,000 5,000,000 4,000,000 55 - 64 45 - 54 3,000,000 35 - 44 25 - 34 2,000,000 18 - 24 1,000,000 - 1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12
  15. 15. 3,799,533 2.1Central, 3Q12 Total number of mobile internet users million responsive to mobile M-Commerce by device advertising iPhone Android Other smartphones Total featurephones Total legacy 712,786 mobile advertising conversions 47% increase in app users 1Q11-3Q12
  16. 16. ConclusionLook to the futurePlan using the right dataDemonstrate audience awareness and a focused ROISet your clients’ expectationsUnderstand the market you’re selling to your clientsBiggest 5 regions for internet usage and app downloads/usageare London, Central, Granada, Meridian, & YorkshireRegions with the greatest propensity for m-commerce: London,Central & Granada Nick Lane Chief strategy analyst mobileSQUARED nick@mobilesquared.co.uk +44 118 979 5339 Source: Mobile Consumer Trends, in association with
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