Mobile: An Olympic opportunityNick Lane, chief strategy analyst, mobileSQUAREDAll data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer Trends database
About mobileSQUAREDResearch specialists in mobile consumer engagementWe do it using Mobile Consumer Trends, the only forward-looking mobileconsumer forecasts, based on extensive ongoing qual/quan mobile marketand 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 • Messaging • Location • Commerce • Socio-economics
NBC – Winter Olympics 2010 Mobile web 87 mil. page views / 15.9 mil WAP visits - Mobile video streams 2 mil. (6x more than Beijing Games 2008) Opt-in messaging alerts “Huge success” App #1 Free Sport App during first week of games“Olympics is a huge, huge initiative for not only NBC, but across NBC Universal. Imean it’s really an understatement, the amount of effort that is placed with theOlympics, starting with as soon as one Olympics is done, they’re already startingto work four years in advance for the next one.”Daniel Bethlahmy, Director of Wireless Marketing, NBC Universal,speaking at Roadshow US, 2010
The UK mobile marketNumber of subscriptions will increase from 82.9 million end-2011to 86.02 million by the end of 2016 Total UK mobile subscriptions88,000,00086,000,00084,000,00082,000,00080,000,00078,000,00076,000,00074,000,000 4Q09 4Q10 4Q11 4Q12 4Q13 4Q14 4Q15 4Q16
Arise Sir Smartphone4 out of 5 phones shipped in 2011 in UK were smart
Smartphones dominate in 2012 2012 Smartphone Featurephone
Olympic hotspot, July 2012 Mobile internet users – 6.8 mil. App users – 5.9 mil.
Olympic hotspot, July 2012 Mobile internet users – 4.3 mil. App users – 3.74 mil.
8.8 million tickets 75% (6.6 mil.) to UK/Europe – - est. 6.3 mil. to UK, & - 330,000 to mainland Europeans 25% (2.2 mil.) to: - 12% overseas (1.1 mil.) - 8% to sponsors (704,000) - 5% to partners (440,000) Estimated that 1.5-2 million people will visit UK in direct association with the Olympics UK welcomed around 31 million tourists in 2011 - London tourists @ end-July approx. 1.5 mil.
So, come 27th July 2012 Additional 3 million tourists in SE England - 31% (930,000) will own a smartphone - 28% (840,000) will be mobile internet users - 27.5% (825,000) will be app users
Potential audience July/Aug 2012 Mobile internet uplift– 8% App users – 9% 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 - Bus = local mobile internet App Cab = Int’l uplift
3 key mobile points of engagement 4 mil 7.2 mil 7.1 mil Mobile advertising8,000,000 is more powerful7,000,000 than other media – could be more so6,000,0005,000,000 People want to Meridian spend on mobile4,000,000 London3,000,000 Mobile users want to hear from the2,000,000 right brand1,000,000 - Mobile ad Mcommerce Opt-in
Engagement 4 mil 7.2 mil 7.1 mil8,000,0007,000,0006,000,0005,000,000 Meridian4,000,000 London3,000,0002,000,0001,000,000 - Mobile ad Mcommerce Opt-in
So, come 27th July 2012 Dec Now 2012 Sept Jun 2012 2012 Olympics should be the starting point for your consumer engagement Olympics
ConclusionOlympics is the ideal opportunity to engage, or extend existingengagement, with consumersProvide a service for additional stickiness – ADD VALUEAndroid on a march, butGreater interaction/engagement on iPhoneEngagement does not stop mid-Aug!Nick LaneChief strategy analystmobileSQUAREDNick @ mobilesquared.co.uk+44 118 977 6902 Source: Mobile Consumer Trends, in association with
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