The Mobile Landscape in France and Europe

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Nouveaux enjeux - 2012-2015, les usages du Marketing Mobile en explosion !! sur emarketingparis.com

Nouveaux enjeux - 2012-2015, les usages du Marketing Mobile en explosion !! sur emarketingparis.com

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  • 1. Panorama des USAGES24/01/2012 emarketingparis By servicesmobiles.fr
  • 2. Développer   Recruter   Web  Mobile   Fidéliser   SMS   Codes  2D   MMS   Gamifica.on   Adver.sing   WebApps   Local  Social  Apps   Mul.screen       Web     Mobile       NFC   Réalité  Augmentée   TableAe     No.fica.on   TV       Voiture     …  
  • 3. Iden%fier   Concept   Développement   Buzz  APPS  
  • 4. Concep%on   Développez   Design   Web  >  Mobile   Stratégique  Web  Mobile  &  HTML5  
  • 5. Per%nence   Ciblage   Contenu   Fréquence  No.fica.on  
  • 6. Il  sont  partout,  de  plus  en  plus…………   Pour  Qui   Pour  Quoi   1>100000   Web/Apps  Code  2D  
  • 7. Objec%f   Format   Concep%on   Tracking  >SDK  Ads  
  • 8. Un  Geste  simple  ……..  NFC  
  • 9. Gamifica.on  
  • 10. Réalité  Augmentée  
  • 11. Contact  :  cromei@servicesmobiles.fr   TwiUer  :  @servicesmobiles   Flickr  :  servicesmobiles   Youtube:  servicesmobiles   www.servicesmobiles.biz  24/01/2012 emarketingparis By servicesmobiles.fr
  • 12. The Mobile Landscape in France and EuropeE-Marketing Forum - 24 January 2012Blandine Silverman, Director Mobilebsilverman@comscore.com
  • 13. Agenda–  Mobile Landscape   Devices & Platforms   From Phones Towards Connected Devices  Mobile Media   What? Content Consumption   When? Usage PatternsMobile Commerce   Engagement   Behaviour   Transactions  Mobile Marketing   Several opportunities of contacts with consumers © comScore, Inc. Proprietary. 13
  • 14. Mobile LandscapeDevices & PlatformsFrom Phones Towards Connected Devices © comScore, Inc. Proprietary. 14
  • 15. Smartphone Adoption Drives Growth in Mobile Media Consumption FR Smartphone Penetration FR Mobile Market Segments Just Voice Mobile Smartphone 13,5% Media 38,1% 43,2% 17.9 million SMS (and 20.3 million Non not mobile Smartphone media) 61,9% 43,3%Mobile Media User (also called Mobinaute in France) = Used browser,application, native email, stream or download music and broadcast or on demandvideo (does not include SMS) Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary. 15 Country: FR, N=12,247
  • 16. Google’s Android Has Rapidly Grown its Smartphone Market Share Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary. 16 Country: FR, N=12,247
  • 17. Google & Apple Gaining in Platform Penetration  Symbian still represents largest installed base, but declining.  Google’s Android platform has grown rapidly to represent second largest audience. Europe  5:  Smartphone  Opera.ng  Systems     35  000   330,2%   350,0%   30  000   300,0%   250,0%   %  Year  on  Year  Growth     25  000   #  Smartphones  (000)   200,0%   20  000   162,6%   150,0%   15  000   100,0%   54,3%   63,6%   10  000   50,0%   -­‐12,0%   -­‐6,2%   5  000   0,0%   0   -­‐50,0%   Symbian     Google     Apple   RIM     MicrosoT   Other  OS     Oct-­‐2011   Growth   Product: MobiLens Data: Three month average ending October 2010 vs October2011 © comScore, Inc. Proprietary. 17 Country: EU5, N= 67,792
  • 18. More Than Smartphones: the Tablets are Coming  6.6% of EU5 mobile phone owners also used a tablet in October 2011.  All five countries have similar audiences with between 2.9 million and 3.2 million tablet users. Propor.on  of  Mobile  Owners  That  Also  Own  Tablet   EU5   6,6%   ES   8,8%   IT   6,9%   FR   6,8%   UK   6,2%   DE   5,4%   Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary. 18 Country: EU5, N= 67,792
  • 19. Connected Device View Changes Platform Market Dynamics  Operating system platforms extend beyond smartphones to tablets and other connected devices.  Symbian and Android lead the smartphone market; Apple leads in combined market share of platforms. Europe 5: OS Market Share Audience Installed Base Other     MicrosoT   4%   5%   Apple  iOS     RIM     Google  Android   8%   Apple  iOS     Symbian     30%   RIM     Symbian     Smartphones     26%   MicrosoT   Tablets   Google   Android   Other     Other  Devices  (iPod  Touch)   27%   0   5  000   10  000   15  000   20  000   25  000   30  000   35  000   40  000   Audience  Installed  Base  (000)   Product: MobiLens Data: Three month average ending October 2011 Country: EU5, N= 67,792 © comScore, Inc. Proprietary. 19
  • 20. Tablet Demographics  European tablet audience is predominantly male (61.9%).  Largest share of tablet owners are aged 25-34 (22.3%) EU5  Smartphone  Owners  by  Gender   EU5  Tablet  Owners  by  Gender   Femme  ;   Femme  ;   38,1%   43,7%   Homme;   Homme;   56,3%   61,9%   Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary. 20 Country: EU5, N= 67,792
  • 21. Mobile MediaContent ConsumptionUsage Patterns © comScore, Inc. Proprietary. 21
  • 22. Browser and Application Usage Showing Continuous Growth  42.0% of the French mobile market now use apps or their mobile browser, with usage growing at 22% year on year. France: Browser and Application France: Used App OR Browser Usage Growth 45,0% 40,0% 37,4% 40,0% 40,0% +22.1% YoY 42,0% 35,9% 35,0% 32,6% 35,0% 35,0% 30,0% 28,8% 30,0% 30,0% 23,7% YoY Growth % Market 25,0% 25,0% % Market 25,0% 20,0% 24,6% 20,0% 20,0% 15,0% 15,0% 15,0% 10,0% 10,0% 10,0% 5,0% 5,0% 5,0% 0,0% 0,0% Used application Used browser 0,0% (except native games) oct-10 oct-11 Year-on-Year Growth Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary. 22 Country: FR, N= 12,040
  • 23. Top 10 Smartphone Categories  Social Networking reached a mobile audience of over 8 million users and was among the fastest growing categories with an increase of 81.6% year on year.  France has seen explosive growth in mobile access to bank accounts – almost 100% year-on-year – France: Top 10 Smartphone Categories 10 000 120,0% 9 000 99,9% Smartphone Owners (000) 100,0% 8 000 81,6% 7 000 75,5% 71,7% % YoY Growth 68,0% 68,3% 69,5% 67,8% 80,0% 6 000 63,8% 56,9% 5 000 60,0% 4 000 40,0% 3 000 2 000 20,0% 1 000 0 0,0% Personal Weather Social Search News Maps Instant Bank Sports Work Email Email Networking Messaging Accounts Information Oct-2010 Oct-2011 Year on Year Growth Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary. 23 Country: FR, N=12,247
  • 24. PCs for Lunch, Tablets for Dinner on Weekdays  Most tablet activity was observed in the late evening between 9pm and 11pm.  Otherwise mobile and tablet consumption patterns were similar with mobile traffic showing peaks during typical commuter travel hours (around 9am and 6pm).  Computer-based traffic had its highest relative consumption during typical office hours, spiking around lunchtime. Europe  5:  Share  of  Device  Page  Traffic  Over  a  Day:  Wednesday  7  December  2011   Tablet   Mobile   Computer   10%   9%   8%   7%   6%   5%   4%   3%   2%   1%   0%   12:00  AM   6:00  AM   12:00  PM   6:00  PM   Product: Custom Analytix Data: 7 December 2011 © comScore, Inc. Proprietary. 24 Country: EU5
  • 25. Weekend Activity Closely Aligned  Usage patterns of all three devices align more closely with one another at weekends.  Two spikes occurred on the Saturday analysed at around 11am and 6pm. Europe  5:  Share  of  Device  Page  Traffic  Over  a  Day:  Saturday  10  December  2011   Tablet   Mobile   Computer   8%   7%   6%   5%   4%   3%   2%   1%   0%   12:00  AM   6:00  AM   12:00  PM   6:00  PM   Product: Custom Analytix Data: 10 December 2011 © comScore, Inc. Proprietary. 25 Country: EU5
  • 26. Mobile CommerceEngagementBehaviourTransactions © comScore, Inc. Proprietary. 26
  • 27. Mobile Retail Shows Rapid Growth  Mobile retail is one of the fastest growing phenomena amongst smartphone users, with more than 13.6 million EU5 smartphone owners accessing a retail site in October 2011.  UK had the largest audience (4.7 million), but Germany showed highest growth (112% y-o-y). Growth  of  Mobile  Retail  Users  (000)   Among  Smartphone  Owners   16  000   Oct  2010   Oct  2011   14  000   +85%   12  000   10  000   8  000   6  000   + 95% + 112% 4  000   + 40% + 89% + 88% 2  000   0   EU5          United  Kingdom            Germany            Italy            France            Spain     Product: MobiLens Data: Three month average ending October 2010 vs October 2011 © comScore, Inc. Proprietary. 27 Country: EU5, N= 67,792
  • 28. 48% of French Smartphone Owners Use Their Phone for a ShoppingActivity While in Retail Store  Taking a picture of a product is the most common activity with 23.9% reach amongst all ‘Mobile Shoppers’, followed by texting or calling friends or family about a product with 16.2% reach France: Activities Performed in Retail Store among Smartphone Owners Took picture of a product 23,9% Texted or called friends/family about a product 16,2% Sent picture of product to family/friends 13,6% Scanned a product barcode 12,1% Found store location 8,6% Compared product prices 5,2% Researched product features 4,3% Found coupons or deals 3,2% Checked product availability 1,8% 0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% % Smartphone Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary. 28 Country: FR, N=12,247
  • 29. QR Codes Offer Mobile Engagement Mechanism  Awareness and use of QR or bar codes in Europe is growing, with Germany leading the way in penetration. %  of  Smartphone  Users  Scanning  QR/Bar  Code   14,9   13,2   12,5   12,1   10,0   9,6   EU5   DE   UK   FR   ES   IT   Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary. 29 Country: EU5, N= 67,792
  • 30. The Smartphone Acts as a Bridge Between Different Types of Media   QR Codes are mostly scanned while  42.9% of QR Codes scanned are found being at home, with a 58.9% reach in printed magazines or newspapers. among Smartphone owners who scanned a QR Code  Mobile successfully reaches different 2.2 Million type of media; 5.3% of all QR Codes Smartphone   Grocery Stores take second position scanned are even seen on TV! owners with 30.5% scanned QR Code (France) Source of QR Code Scanned Location When Scanning QR Code Printed magazine or newspaper 42,9% At home 58,9% Product packaging 37,9% Grocery store 30,5% Poster or flyer or kiosk 29,0% Outside or on public transit 22,5% Website on PC 23,8% Business card or brochure 12,8% Retail store 16,3% Storefront 7,8% At work 13,7% TV 5,3% Restaurant 9,3% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 0,0% 20,0% 40,0% 60,0% 80,0% % Scanned QR Code with Smartphone % Scanned QR Code with Smartphone Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary. 30 Country: FR, N=12,247
  • 31. Deal-A-Day Conquers Mobile in France   8.7% of France’s Smartphone owners used deal-a-day services in October 2011, which accounts for almost 1.6 million of users   21.2% of deal-a-day users accessed the service almost every day.   Groupon is by far the most popular brand among deal-a-day users with 62.4% reach. Frequency of Using Deal-a-Day Top 5 Deal-a-Day % Reach Among 50,0% 47,2% Brands Deal-a-Day Users% Smartphone Owners Using Deal-a- 45,0% 40,0% Groupon 62.4% 35,0% 31,6% 30,0% 25,0% 21,2% 20,0% KGB 17.1% 15,0% Day 10,0% 5,0% Le Bon Plan Du Jour 6.3% 0,0% Almost every At least once Once to three LivingSocial 5.9% day each week times throughout the month Lecoindesprivileges 5.0% Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary. 31 Country: FR, N=12,247
  • 32. Mobile MarketingSeveral opportunities of contact © comScore, Inc. Proprietary. 32
  • 33. Brands Can Choose a Number of Methods to Start a Dialogue withConsumers Using a Smartphone  Place banner and text ads on mobile internet sites or in applications: 14 millions of the French Smartphone market use Mobile Media and 29% of those users already recalled seeing a web/app ad in October 2011.  Build a mobile Facebook page: 8,1 millions of all French Smartphone owners access Social Networking sites and 39% of those read posts from organizations, brands or events.  Place an ad inside a game: You’ll reach 4,5 millions of the Smartphone market who play games and 43% of those players said, they have already seen in-game ads. France: Methods of Interacting 14 millions among Smartphone OwnersBase: Smartphone 8,1 millions 29% of Mobile Media users recalled seeing a web/app ad 39% of Social 4,5 millions Networking users read posts from 43% of Mobile organizations / Games Players saw brands / events in-game ads Mobile Media Social Networking Played Games Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary. 33 Country: FR, N=12,247
  • 34. 18% of Mobile Games Players with a Smartphone Made In-GamePurchase in France  Most in-game purchases are made to buy cash points or tokens with 48.9% reach among in-game purchases, followed by purchasing virtual goods with 42.4%. More than 4.5 million Type of In-Game Purchase played mobile games on 60,0% % Made In-Game Purchase with Smartphone their Smartphones 48,9% 50,0% 42,4% 40,0% 18% of 30,0% 24,8% those made in-game 20,0% purchases 10,0% 3,7% 0,0% Purchased Purchased Upgraded Purchased gift cash, points, virtual goods game or for another or tokens added levels player Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary. 34 Country: FR, N=12,247
  • 35. SMS Advertising Still Increasing  In October 2011, more than 10 Million Smartphone owners received an SMS ad, which represents 58% of the total Smartphone audience.  9% of those who received SMS ads on Smartphone responded to an ad. France: SMS Advertising Market 12 000 12% 10 460 11% 11%# Smartphone Owners (000) 11% 11% % Responded to SMS Ad 10 000 9% 10% 9% 10% 8 000 9% 6 293 8% 9% 8% 9% 6 000 7% 8% 8% 7% 4 000 7% 2 000 6% 0 5% oct.-14 nov.-14 déc.-14 janv.-15 févr.-15 mars-15 avr.-15 mai-15 juin-15 juil.-15 août-15 sept.-15 oct.-15 Received SMS Ads Responded to SMS advertisement Product: MobiLens Data: Three month average ending October 2011 Country: FR, N=12,247 © comScore, Inc. Proprietary. 35
  • 36. Thank youAny Questions?Blandine Silvermanbsilverman@comscore.com