Here's our view of why companies should use the Olympics to increase their communication with consumers via the mobile device. Build for the future, not for the games...
1. Mobile: An Olympic opportunity
Nick Lane, chief strategy analyst, mobileSQUARED
All data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer Trends database
2. About mobileSQUARED
Research 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 type
We create the Then segment Then
• Apps • Age Then we
mobile market the data by by
• Internet • Gender forecast
forecasts
• Messaging • Location
• Commerce • Socio-economics
9. 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. I
mean it’s really an understatement, the amount of effort that is placed with the
Olympics, starting with as soon as one Olympics is done, they’re already starting
to work four years in advance for the next one.”
Daniel Bethlahmy, Director of Wireless Marketing, NBC Universal,
speaking at Roadshow US, 2010
16. The UK mobile market
Number of subscriptions will increase from 82.9 million end-2011
to 86.02 million by the end of 2016
Total UK mobile subscriptions
88,000,000
86,000,000
84,000,000
82,000,000
80,000,000
78,000,000
76,000,000
74,000,000
4Q09 4Q10 4Q11 4Q12 4Q13 4Q14 4Q15 4Q16
25. 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.
26. 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
27. 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
28. 3 key mobile points of engagement
4 mil 7.2 mil 7.1 mil
Mobile advertising
8,000,000 is more powerful
7,000,000
than other media –
could be more so
6,000,000
5,000,000
People want to
Meridian spend on mobile
4,000,000 London
3,000,000 Mobile users want
to hear from the
2,000,000
right brand
1,000,000
-
Mobile ad Mcommerce Opt-in
29. Engagement
4 mil 7.2 mil 7.1 mil
8,000,000
7,000,000
6,000,000
5,000,000
Meridian
4,000,000 London
3,000,000
2,000,000
1,000,000
-
Mobile ad Mcommerce Opt-in
30. So, come 27th July 2012
Dec
Now
2012
Sept Jun
2012 2012
Olympics should be the
starting point for your
consumer engagement
Olympics
34. Conclusion
Olympics is the ideal opportunity to engage, or extend existing
engagement, with consumers
Provide a service for additional stickiness – ADD VALUE
Android on a march, but
Greater interaction/engagement on iPhone
Engagement does not stop mid-Aug!
Nick Lane
Chief strategy analyst
mobileSQUARED
Nick @ mobilesquared.co.uk
+44 118 977 6902
Source: Mobile Consumer Trends, in association with
35. Don’t switch off yet:
Want a breakdown of 2012 mobile users, by
device /age / gender / location / socio
mobileSQUARED’s Gavin Patterson’s @ 12pm
in The Court Room
Take our data challenge:
‘Play Your Data Right’
Visit the mobileSQUARED stand in the River Room