Everyone wants a Batphone
Nick Lane, chief strategy analyst, mobileSQUARED
Consumer
brand
Usage
Cinema
Radio
TV
Print
PC/laptop
Mobile
#1
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Cinema Radio Print TV PC/lapto...
Reach (noise)
iPhone
Android
Mobile internet
Messaging
Reach
Total US consumers
300, 614,051
Mobile Internet
98,514,688
Apps
90,778,180
Reach
Total US consumers
300, 614,051
Mobile Internet
98,514,688
Apps
90,778,180
Messaging
169,480,080
$75,000
App: <20% downloaded >10,000 = $7.5 c.2a.c
Banner: 375,000 ads served, avg CTR = <1% = $20 c.2a.c
SMS: 1.5 million...
Stage 1: C.R.M.
Stage 2: CRM 2.0
Stage 3: BRM
Consumer is in control
Social media removes campaign-led dynamic
from advertising
Consumers controlling who c...
Communication-based mechanism
Campaign 1
Time
Spend
Campaign 2
Campaign 3
Campaign 4
Interaction
Brand
Consumers
The mobile platform
Presence
Time
Spend
Campaign 1 Camp. 2
Ongoing communication
Camp. 3
Brand Consumers
US consumer's view on mobile advertising
I have clicked on the advertisement and went
on to purchase the item
I have click...
Apps in the long term
App
Time
Spend
Update 1
Ongoing communication
Brand ConsumersUpdate 2 Update 3
Total
GENDER AGE REGION
Male Female 18-34 35-54 55+ Northeast Midwest South West
A B C D E F G H I J
Download more than 5 ...
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
1,000,000 250,000 200,000 100,000 10,000
% penetration of apps in 20...
2012?
8%
92%
iPhone reach 2012
40%
60%
Featurephone reach 2012
17%
83%
Legacy reach 2012
16%
84%
Android reach 2012
Who’s got wh...
72%
28%
Messaging reach 2012
53%
47%
Mobile internet users 2012
50%
50%
Total app users 2012
53%
47%
Total Smartphone reac...
Nick Lane
Chief strategy analyst
mobileSQUARED
nick@mobilesquared.co.uk
M2 roadshow us   nick lane, mobilesquared
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Applying mobile advertising and mobile marketing using data to understand consumer behaviour

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M2 roadshow us nick lane, mobilesquared

  1. 1. Everyone wants a Batphone Nick Lane, chief strategy analyst, mobileSQUARED
  2. 2. Consumer brand
  3. 3. Usage Cinema Radio TV Print PC/laptop Mobile #1 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 Cinema Radio Print TV PC/laptop Mobile Hours Media contact per annum Mobile: 16 hours per day
  4. 4. Reach (noise) iPhone Android Mobile internet Messaging
  5. 5. Reach Total US consumers 300, 614,051 Mobile Internet 98,514,688 Apps 90,778,180
  6. 6. Reach Total US consumers 300, 614,051 Mobile Internet 98,514,688 Apps 90,778,180 Messaging 169,480,080
  7. 7. $75,000 App: <20% downloaded >10,000 = $7.5 c.2a.c Banner: 375,000 ads served, avg CTR = <1% = $20 c.2a.c SMS: 1.5 million messages; 1.35 million read in 3 mins = $0.05 c.2a.c
  8. 8. Stage 1: C.R.M.
  9. 9. Stage 2: CRM 2.0
  10. 10. Stage 3: BRM Consumer is in control Social media removes campaign-led dynamic from advertising Consumers controlling who can contact them: BRAND RELATIONSHIP MANAGEMENT
  11. 11. Communication-based mechanism Campaign 1 Time Spend Campaign 2 Campaign 3 Campaign 4 Interaction Brand Consumers
  12. 12. The mobile platform Presence Time Spend Campaign 1 Camp. 2 Ongoing communication Camp. 3 Brand Consumers
  13. 13. US consumer's view on mobile advertising I have clicked on the advertisement and went on to purchase the item I have clicked on the advertisement and looked at the item advertised but did not buy it I have clicked on the advertisement and looked at the item advertised on my mobile phone and ended up buying it online using my PC/MAC I have not clicked on an advertisement on my mobile phone yet because they are yet to appeal I doubt I will ever click on an advertisement on my mobile I have never seen an advertisement on my phone Mobile advertising
  14. 14. Apps in the long term App Time Spend Update 1 Ongoing communication Brand ConsumersUpdate 2 Update 3
  15. 15. Total GENDER AGE REGION Male Female 18-34 35-54 55+ Northeast Midwest South West A B C D E F G H I J Download more than 5 apps a week and use them frequently 9,018,422 12,926,404 5,411,053 16,233,159 9,018,422 601,228 9,319,036 8,717,807 9,920,264 7,515,351 Download 5 apps per month and use them frequently 15,030,703 17,736,229 12,325,176 28,858,949 11,723,948 3,306,755 13,828,246 14,730,089 17,435,615 11,723,948 Occasionally download apps, but when I do, I am a frequent user of the ones on my phone 32,766,932 37,276,142 28,558,335 52,006,231 33,969,388 9,018,422 27,957,107 32,766,932 36,674,914 30,963,247 Occasionally download apps, and consider myself an infrequent user 33,969,388 33,668,774 34,270,002 42,386,581 35,472,458 22,245,440 35,472,458 25,251,580 35,773,072 38,478,599 I don't download apps 91,987,900 89,883,601 93,791,584 70,043,074 90,484,829 119,043,164 92,589,128 94,994,040 92,288,514 87,779,303 I don't know how to download an app 17,435,615 12,024,562 21,944,826 9,319,036 20,141,141 22,245,440 18,638,071 18,638,071 17,736,229 13,828,246 My phone cannot download apps 100,705,707 97,098,339 104,012,462 81,767,022 99,503,251 123,852,989 102,810,006 105,515,532 90,785,444 110,625,971 App usage
  16. 16. 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 1,000,000 250,000 200,000 100,000 10,000 % penetration of apps in 2012, iOs & Android iPhone downloads Android downloads App usage
  17. 17. 2012?
  18. 18. 8% 92% iPhone reach 2012 40% 60% Featurephone reach 2012 17% 83% Legacy reach 2012 16% 84% Android reach 2012 Who’s got what Reach of actual US mobile users in 2012
  19. 19. 72% 28% Messaging reach 2012 53% 47% Mobile internet users 2012 50% 50% Total app users 2012 53% 47% Total Smartphone reach 2012 What are they doing?
  20. 20. Nick Lane Chief strategy analyst mobileSQUARED nick@mobilesquared.co.uk
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