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Pbm on deviceresearch_alistairhill
 

Pbm on deviceresearch_alistairhill

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    Pbm on deviceresearch_alistairhill Pbm on deviceresearch_alistairhill Presentation Transcript

    • Why consumers want to opt-in? September 2011
    • Agenda• State of play• Opted Out• Ideas
    • On Device Research In The On Device On Device Moment Answers Panels Research
    • Case Study – Male 25 to 34 – Becks Beer Encounters Sunday 1st May, 17:07 Bank Holiday Monday 2nd With one other person May, 21:15 Encountered Poster With a group of people Attracted Encountered PosterLike drinking/buying a Becks Wednesday 4tht May, 13:45 + 13:53 On Own Encountered Poster Attracted
    • Research MethodologyPanel Recruited via: Panel Survey Completed analysed and selected for each project • Partnerships with • Survey Completed Publishers On Device • Incentive • Device, OS, Promotions browser and (competitions, operator captured earn money, etc.) automatically. SMS Sent
    • Why consumers want to opt-in? September 2011
    • Its Useful! or Entertaining - 42% have received a useful orentertaining text message from a company or organisation
    • Utilities and functional are providing the best SMS marketing• Travel, mobile operators and financial companies providing the most useful or entertaining SMS messages from companies.• Consumer data leans towards a lack of creativity in mobile messaging. A huge opportunity! Which type of company or organisation provided you with that useful or entertaining text message? 25% 23% 19% % Mobile Media Users 20% 16% 15% 11% 10% 9% 7% 5% 4% 4% 0% Travel (airline, Mobile Bank or Website Dentists or Retail shop Newspaper or Entertainment train, etc) Operator Insurance Doctor Magazine / Cinema / Music Country: UK Date: September 2011
    • Half of males receive useful or entertaining SMS messages• Males and older demographics are the most likely to be receiving messages which are useful.• Consumer data leans towards a lack of creativity in mobile messaging. A huge opportunity! Have Received a Useful or Entertaining Text From a Company - By Demographics 60% 49% 48% 50% % Mobile Media Users 41% 40% 37% 30% 28% 20% 10% 0% Male Female Under 25 25 to 34 Over 35 Country: UK Date: September 2011
    • 78% have received text spam- And 60% of these respondents were annoyed and now thinknegatively about that company. Country: UK Date: September 2011 Base: n = 2299
    • 38% of respondents don’t know how to opted out of receiving text marketing• Yet 83% know its possible to opt out.• Females are also 15% more likely to be annoyed by text spam.• There is a really issue for permission based marketing for females. Do you know how to Opt out? Dont Know How to Opt Out 70% 140 63% 128 130 60% 120 % Mobile Media Users 50% 110 40% 38% Index 100 30% 90 20% 86 80 10% 70 0% 60 Yes No Male Female Country: UK Date: September 2011
    • Be creative, opted out window?• Communicate with consumers on their terms.• Early adopters are 10% more likely to want an opt out window Would you like the option of a having a window when companies can send you messages? 70% 61% 60% % Mobile Media Users 50% 39% 40% 30% 20% 10% 0% Yes No Country: UK Date: September 2011
    • Example mobile diary – On Device Research SMS message 100% Opt-in 25% Completed 100% Project
    • Free Report – Mobile Advertising and TV • Read it on: ondeviceresearch.com/blog Time of Day Mobile Media Interactions - Weekday 30% 25% 20%% of Interactions 15% 63% 10% 5% 0% Early Morning Morning Midday Afternoon Evening Late Evening Mobile Media Usage MM In Conjunction with TV
    • Thank You Alistair Hill On Device Research alistair@ondeviceresearch.com +44 (0) 7931 518 232
    • Thank You Alistair Hill On Device Research alistair@ondeviceresearch.com +44 (0) 7931 518 232
    • Thank You Alistair Hill On Device Research alistair@ondeviceresearch.com +44 (0) 7931 518 232