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Nick lane mediatel event 280212
Nick lane mediatel event 280212
Nick lane mediatel event 280212
Nick lane mediatel event 280212
Nick lane mediatel event 280212
Nick lane mediatel event 280212
Nick lane mediatel event 280212
Nick lane mediatel event 280212
Nick lane mediatel event 280212
Nick lane mediatel event 280212
Nick lane mediatel event 280212
Nick lane mediatel event 280212
Nick lane mediatel event 280212
Nick lane mediatel event 280212
Nick lane mediatel event 280212
Nick lane mediatel event 280212
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Nick lane mediatel event 280212

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  • 1. UK Scene Setter, FMCG & Media, Feb ‘12Nick Lane, chief strategy analyst, mobileSQUARED mobileSQUAREDAll data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer Trends database
  • 2. About mobileSQUAREDResearch specialists in mobile consumer engagement We do it using Mobile Consumer Trends, the only forward-looking mobile consumer forecasts, based on extensive ongoing qual/quan mobile market and consumer research.How we do it • Advertising • Device typeWe create the Then segment Then • Apps • Age Then weMobile Market the data by by • Internet • Gender forecastForecasts • Marketing • Location • Commerce • Socio-economics mobileSQUARED
  • 3. The UK Over 84 million mobile subscriptions end 2012 Smartphones to hit 43.1 million in 2012 – dominant device type90,000,00080,000,00070,000,00060,000,000 Legacy Featurephones50,000,000 Other Smartphones40,000,000 Android30,000,000 iPhones20,000,00010,000,000 - 2011 2012 2013 2014 2015 2016 mobileSQUARED
  • 4. The mobile filter 20.03m 9.7m mobileSQUARED
  • 5. The mobile filter reality 35-44 yo 2.1m 1.8m mobileSQUARED
  • 6. Totals – mobile web33.2 million mobile web users end 2012 1Q2012 1.8 million 4Q2012 3.3 million 1Q2012 3.6 million 3Q2012 5.1 million 2Q2012 1.7 million mobileSQUARED
  • 7. Totals - apps29.3 app users end 2012 3Q2012 1.3 million 1Q2012 2.2 million 4Q2012 1.9 million 2Q2012 1.1 million 3Q2012 2.9 million mobileSQUARED
  • 8. mobileSQUARED 15m to 320,000: impact of targeting App users Apps users London14,000,000 2,500,00012,000,000 2,000,00010,000,000 8,000,000 1,500,000 6,000,000 iPhone 1,000,000 4,000,000 Android 500,000 2,000,000 0 0 1Q 20122Q 2012 1Q 2012 2Q 2012 3Q 2012 3Q 2012 4Q 2012 4Q 2012 1Q 2013 1Q 2013 App users London, 35-44 App users London, 35-44, male 600,000 300,000 500,000 250,000 400,000 200,000 300,000 150,000 200,000 100,000 100,000 50,000 0 0 1Q 2012 2Q 2012 1Q 2012 2Q 2012 3Q 2012 3Q 2012 4Q 2012 4Q 2012 1Q 2013 1Q 2013
  • 9. Bigger numbers 5 million 35-44 yo app users mobileSQUARED
  • 10. The really interesting stuff Mobad audience 2012 30,000,000 25,000,000 20,000,000 15,000,000 Banner Blind Pro mobad 10,000,000 5,000,000 0 Web Web App App 1Q 2012 4Q12 1Q 2012 4Q12 56% of all mobile web users “acknowledge” mobile advertising & 64% of all app users mobileSQUARED
  • 11. The power of mobad in 3Q2012 3.2 million buy on mobile 3.6 million viewed on mobile, PC purchase 2.2 million driven in-store • 18-24 yo’s most likely to respond (32%) mobileSQUARED
  • 12. The power of mobad in 3Q2012 Mobile advertising reach for 35-44, by region 35-44 yo’s represent: 700,000 •23% of mobad purchasers 600,000 •24% of viewed ad, purchased on PC 500,000 400,000 •12% of driven in-store 300,000 200,000 •23% of total mobile advertising reach 100,000 - Advertising to mobile users aged 35-444,000,000 3,553,1903,500,0003,000,0002,500,000 1,852,4492,000,000 1,700,7421,500,000 730,905 858,0851,000,000 263,458 500,000 0 Viewed ad, Viewed ad, Viewed ad, Viewed ad, Total Total purchased purchased purchased did not mobile mobile on mobile on PC in-store purchase advertising advertising mobileSQUARED
  • 13. Monetisation 19.8 million m-commerce users by end-2012 M-commerce users There are more m-commerce users than mobile 20,000,000 advertising users 18,000,000 16,000,000 14,000,000 12,000,000 Spent over £1,000 on transaction 10,000,000 Spent up to £1,000 on transaction 8,000,000 Spent up to £100 on transaction 6,000,000 Spent up to £10 on transaction 4,000,000 2,000,000 0 1Q 2012 2Q 2012 3Q 2012 4Q 2012 1Q 2013 mobileSQUARED
  • 14. FMCG monetisation FMCG target audience of 35-44 yo’s represent largest m-commerce <£10 user (4.1 20 million in 1Q2013 million), followed by 45-54 yo’s. M-commerce users 18-25 yo’s represent the smallest m-commerce opportunity.20,000,00018,000,00016,000,00014,000,00012,000,000 Spent over £1,000 on transaction10,000,000 Spent up to £1,000 on transaction 8,000,000 Spent up to £100 on transaction 6,000,000 Spent up to £10 on transaction 4,000,000 2,000,000 0 1Q 2012 2Q 2012 3Q 2012 4Q 2012 1Q 2013 mobileSQUARED
  • 15. FMCG mobile landscape Present 121,524 driven in-store 1.6 mil. app users 11.6% of m-commerce users 1.8 mil. mobile web users 2.5 million app users 2.3 mil. m-commerce users 12% of mobile web users Mobad reach of 2 million 3.6 mil. mobile web users 19% of m-commerce users 200,000 driven in-store 18% of mobile web users6.7% of m-commerce users 68,324 driven in-store 1.6 million app users mobileSQUARED
  • 16. ConclusionFMCG opportunity in UK reaches 20 million mobile users in 12 monthsMobile advertising “effectively” reach 10 million =Cross-mobile strategy (web, app, adv, & marketing)Use mobile interaction & engagement todevelop consumer relationshipsBecome a serviceThink long term!Nick LaneChief strategy analystmobileSQUAREDNick @ mobilesquared.co.uk+44 118 977 6902 Source: Mobile Consumer Trends, in association with mobileSQUARED

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