Roadshow asia nick lane internet & social media

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  • 1. Session 2: Internet & Social Media
  • 2. Still all about #1 Now 4.0013 billion mobile users, but still only one me
  • 3. Asia’s mobile Internet population Mobile Internet unique users, Asia 1,600,000,000 1,400,000,000 Other Vietnam 1,200,000,000 Thailand Taiwan 1,000,000,000 South Korea Singapore Philppines 800,000,000 New Zealand Malaysia 600,000,000 Japan Indonesia India 400,000,000 Hong Kong China 200,000,000 Australia - 2009 2010 2011 2012 2013 2014 2015 Source: mobileSQUARED, Asia report 2010
  • 4. The users, by device category Device % of voice across selected markets 100% 90% 80% 70% 60% Legacy 50% Featurephones Smartphones 40% iPhone 30% 20% 10% 0% 2009 2010 2011 2012 2013 2014 2015 Source: mobileSQUARED, Asia report 2010
  • 5. Mobile is same as web, only different Delivering traffic via search – ranging from 12% for all users to 55% for iPhone users. So it’s important but not ubiquitous (Source – eMarekter) Delivering traffic via display – plenty of options for ad networks and exchanges but buying solely on price isn't wise. Users expect to be delivered to something entertaining and valuable; they won't hang around if they're not. Delivering for mobile – design for screen size, browsing flexibility, handset variants and speed. Everyone doesn’t have an iPhone (just like a few years ago everyone didn't have Broadband or flash) .
  • 6. Far from perfect End of Honeymoon period = behavioural change Users congregate to iPhone- optimised sites However: iPhone optimised sites cannot be overridden Users need options
  • 7. Don’t forget Nokia Top devices for mobile internet usage Top OEMs for mobile internet usage Ranking Device 1 Nokia5130 11% Ranking OEM 2 Nokia3110c 8% 1 Nokia 65% 3 Nokia2700c 7% 2 SAMSUNG 13% 4 Nokia7210 6% 3 SonyEricsson 9% 5 Nokia6300 3% 4 LG 1% 6 NokiaN70 3% 5 HUAWEI 1% 7 Nokia6233 2% 6 Micromax 1% 8 Nokia2626 2% 7 Motorola 1% 9 SAMSUNG-GT-C3010 2% 10 NokiaN72 1% 11 SAMSUNG-GT-S3310 1% 12 Nokia3500c 1% 13 Nokia5300 1% 14 Nokia5310 1% 28% of browsers in 15 Nokia6303 1% 16 NokiaN73 1% India are Opera Mini 17 SonyEricssonK750i 1% 18 SonyEricssonW200i 1% 19 Nokia2730c 1% 20 Nokia5200 1% Source: mobileSQUARED, Asia report 2010, On Device Research
  • 8. It’s an addiction Mobile daily phone usage, mid-2008 - mid-2009 0.7 0.6 0.5 users/daily usage 0.4 mid-2008 mid-2009 0.3 mid-2010 Expon. (mid-2008) 0.2 Expon. (mid-2009) Expon. (mid-2010) 0.1 0 Source: mobileSQUARED, Asia report 2010
  • 9. Who is going where? Source: mobileSQUARED, Asia report 2010
  • 10. China Mobile Internet application users, China, 2009 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Mobile TV Mobile Email Mobile online Mobile social Mobile online Mobile Mobile Mobile gaming networking music search reading chatting Source: mobileSQUARED, Asia report 2010, CNNIC
  • 11. How often do you browse the Internet using your mobile phone? 60% India 50% 40% 30% 20% 10% 0% At least 1 hour per Everyday Several times a A f ew times a I do not use the day week month mobile Internet Traffic based on consumer behaviour 250,000,000 200,000,000 150,000,000 100,000,000 50,000,000 Source: mobileSQUARED, Asia report 2010 - Hourly usage Daily Several times a A f ew times a week month
  • 12. Which types of mobile internet sites do you visit on your mobile phone? 12,000,000 India 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 0 Where do you use the internet on your mobile 100% 90% phone? 80% 70% 60% 50% 40% 30% 20% 10% 0% Source: mobileSQUARED, Asia report 2010 At home At university At work Other (please Whilst on Whilst outside or school state) public transport
  • 13. The Top Sites Average browsing session in Asia10-15 mins Site will lose 25-30% of users per click – (originally >50%) • Based on 1 million users of site X, if they go 10 pages into site, would previously have 977 users, now 56,314. • Improvement of 5,764%. Users gravitate towards 10 “favourite” sites including: Social networking site, business networking site, news, sport, finance, fashion, entertainment On average a user will have up to 6 “set” sites and 4 “floating” sites. Ambition for brands is to become a “floating” site with a goal of becoming a “set” site.
  • 14. The mobile site hierarchy #1 mobile site behaviour 100% 90% 80% 70% 60% Sites of uncertainty: 50% Target for brands 40% 30% 20% 10% 0% Site 10 Site 2 Site 3 Site 4 Site 5 Site 6 Site 7 Site 8 Site 9 Site 10
  • 15. WAP landing pages Spend Campaign 1 Campaign 2 Campaign 1 Campaign 3 Campaign 1 Campaign 2 Campaign 2 Campaign 3 Campaign 4 Campaign 5 Campaign 3 Campaign 4 Year 1 Year 2 Year 3 Time Fractured approach
  • 16. The mobile platform Spend Ongoing communication Camp. 3 Campaign 1 Camp. 2 Brand Consumers Presence Time
  • 17. Mobile Internet: raising awareness 38 76% that clicked on +36% the ad would be likely to buy the product 28 +267% 11 3 Source: IAB Mobile Advertising Effectiveness Research, Base: All Respondents (609)
  • 18. We’re a social lot Source: mobileSQUARED, Asia report 2010, Trendstream
  • 19. And we influence Source: mobileSQUARED, Asia report 2010, Trendstream
  • 20. And we’re starting to make decisions % of buyers who researched prior to purchase (offline and online) Source: mobileSQUARED, Asia report 2010, Trendstream
  • 21. Part 2: Communicating with #1 MESSAGING MOBILE INTERNET CONSUMER ATTENTION SOCIAL NETWORKING CONSUMER REACH
  • 22. Nick Lane Chief analyst mobileSQUARED nick@mobilesquared.co.uk