M2 roadshow europe ralph risk lightspeed research
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    M2 roadshow europe ralph risk lightspeed research M2 roadshow europe ralph risk lightspeed research Presentation Transcript

    • Mobile consumer research
    • United States We have Basking Ridge, NJ Cambridge New York City local market Toledo Wilmington knowledge and experience. Europe London, United Kingdom Amsterdam Hamburg Milan Munich Paris Wetzlar Incorporated in May, 2000 Asia Pacific Member of WPP Group Sydney, Australia Beijing Servicing clients across the globe Hong Kong Local client service and delivery teams Seoul Tokyo Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • Proprietary Panels in 24 Countries Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • Mobile usage
    • Mobile phone becoming an essential part of life Source: Lightspeed Research September 2009 Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • Even when we sleep… Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • Mobile Internet usage How long do you spend browsing the Internet using your mobile phone? UK Germany Spain France Italy It is my primary access for the Internet 1% 1% 1% 2% 4% More than 1 hour per day 6% 3% 7% 3% 6% Daily 10% 6% 7% 5% 7% Several times a week 9% 4% 7% 5% 8% A few times a month 16% 9% 12% 11% 17% I don’t use the mobile Internet 57% 76% 67% 74% 57% How do you access content using the mobile phone (in order of your usage/preference) UK Germany Spain France Italy Downloaded apps 3 3 2 2 2 Widgets (bookmarks) stored on my phone to 2 2 1 1 1 my favourite sites Mobile Internet 1 1 2 3 3 Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • Mobile response
    • Would a mobile response option in an advert make it more likely you would respond? France 9% Much more – 5% 15% Somewhat – 19% Germany Much more – 5% 22% Somewhat – 15% Yes - Much more likely Yes - Somewhat more likely No - Not more likely 46% of UK 18- Don’t Know/not sure 34 year olds feel a mobile response 55% would make them more likely to respond compared to 14% of 55 - 64 year olds Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • Responding to adverts using the mobile phone In France, Germany and the UK texting a keyword to a short code was the most popular way to respond to adverts In France and Germany calling was the second most popular In the UK going directly to a mobile Internet site was the second most popular Source: MMA and Lightspeed Research: July 2010 If you wanted to respond to an advert using your mobile phone, which type of mobile response method would you prefer to use? Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • Location based services Used a map, navigation or used some other service on your mobile phone that automatically determines your current location 20% 18% 14% Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • Location based services % based on top two scores of interest on a 5 point scale Source: MMA and Lightspeed Research: April 2010 Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • 32% of people who had seen an advert interacted or responded to an advert in the last month Within the past month, about how many times did you interact with or respond to an advertisement delivered to your mobile phone in some way, such as by opening or activating it, following a link from it, downloading a coupon, texting a request for further information, calling the company, by making a purchase or by responding in any other way? Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • Special offers, discounts and coupons were most likely to get consumers interested in a product, followed by ads that provided a simple way to click through to the website. Which of the following ways of delivering ads to your mobile phone about a product that interested you would make you more likely to learn more about or purchase the product? Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • A quick look at some other Mobile activities Vouchers, transactions, banking and charity
    • Mobile vouchers UK Germany Spain France Italy I would welcome receiving SMSes with vouchers for discounts in shops and restaurants and most definitely 2 4 2 2 2 use it I would welcome receiving SMSes with vouchers for discounts in shops and restaurants but probably 2 2 3 4 4 wouldn’t use it If I received an SMS with a voucher with a discount for a restaurant, I would want to know more and 5 5 4 5 3 browse the mobile Internet If I received an SMS with a voucher with a discount for a restaurant, I would want to know more and 1 1 1 1 1 browse the Internet on my PC I do not welcome such texts 2 3 5 3 5 Order of preference Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • Mobile transactions • Transactions in the last month Purchasing content for your mobile phone (e.g. ringtones, applications) 12 % 8% 5% Purchasing or using tickets (e.g. for travel, admission to concerts, etc.) 4% 2% 1% Purchasing physical goods or services or other digital content 6% 3% 1% Use discounts or coupons 4% 3% 1% Collect or redeem loyalty rewards (like points or airline miles) 4% 3% 3% Source: MMA and Lightspeed Research Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • Mobile banking Which of the following type of banking services would you be interested in accessing through your mobile phone? (Somewhat / very interested) UK France Germany Viewing account balances 38% 37% 32% Branch / ATM locator 26% 29% 26% Using my mobile phone to make in- store payments or purchases (like a swipe credit card) 22% 24% 22% Deposit/Withdrawal notices 22% 19% 26% Transferring balances among my accounts 25% 21% 13% Bill payment 21% 13% 17% Transferring money to other people on their mobile phones 16% 11% 15% Source: MMA and Lightspeed Research: Feb 2010 Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • Mobile Charity donations Source: MMA and Lightspeed Research: March 2010 Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • Some trends for 2011
    • Mobile Internet usage • UK leading the way for planned Mobile Internet usage in 2011 36% 27% 21% Mobile users expect to access websites once a week or more MMA and Lightspeed Research 2010 Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • Popular content in 2011 Use maps or directions 59% UK, 40% Germany 46% French Headlines 58% UK, 51% Germany 43% French Photographs 43% UK 23% Germany 46% French MMA and Lightspeed Research 2010 Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • Most popular sites … UK France Germany Mobile search 42% 22% 38% News (58%) Social networking sites 49% 33% 27% Weather (50%) Blogging sites, discussion groups Social networking sites (49%) or forums 8% 7% 6% Text-blogging sites (e.g., Twitter) 13% 4% 5% News (52%) Weather 50% 58% 50% Weather (50%) News 58% 43% 53% Sports 40% 31% 31% Mobile search (38%) Web Portals 8% 13% 13% My wireless operator portal 8% 26% 7% Weather (58%) Music 33% 29% 29% News (43%) Videos 20% 14% 18% Social networking sites (33%) Movies/Entertainment 18% 10% 13% Business/Financial 13% 5% 12% Shopping 30% 10% 27% Banking 23% 27% 25% Other (please specify) 2% 6% 7% MMA and Lightspeed Research 2010 Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • Search will still rule • Most popular way to access sites on mobile Using Search (33%) Using Search (27%) Booking marking the site (21%) Alerts and notifications (9%) Using Search (27%) Booking marking the site (20%) Downloading/using the site’s mobile app will be more popular with younger consumers MMA and Lightspeed Research 2010 Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
    • Thank you Ralph Risk, Lightspeed Research rrisk@lightspeedresearch.com Twitter: #rrisk September 2010