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Courting the-mobile-consumer-7-18-final (1) Courting the-mobile-consumer-7-18-final (1) Presentation Transcript

  • Courting Today’s Mobile ConsumerJuly 18, 2012Presented by Dan Lee Director of Product, Digital Nielsen 1 Title of Presentation Copyright © 2010 The Nielsen Company. Confidential and proprietary. 2012
  • Consider…JUST 5 years ago Phones were primarily used for phone calls Smartphone penetration was in single digits The first iPhone was just released – Android was still a vision for the future The first iPad was still ~ 3 years away How things have changed…even in the past year! 2 Source: Nielsen Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Agenda 1 Who is the mobile consumer? 2 What is the mobile consumer doing on their device? 3 How does mobile compare to TV and Online? 4 How do consumer’s feel about advertising on their mobile devices? 3 Copyright © 2012 The Nielsen Company. Confidential and proprietary. View slide
  • Who is the mobile consumer? 4 Copyright © 2012 The Nielsen Company. Confidential and proprietary. View slide
  • What are mobile consumers using today?They are now mostly smartphone owners Smartphone & Feature Phone Penetration, US Mobile Subscribers Ages 18+ 71% 69% 70% 65% 64% 62% 63% 62% 59% 58% 57% 56% 56% 54% 52% 52% 53% 55% 51% 52% 50%49% 48% 47% 45% 48% 48% 46% 43% 44% 44% 41% 42% 38% 37% 38% 35% 36% 29% 31% 30% Smartphone Feature phone Oct-10 Oct-11 Apr-11 Jul-11 Apr-12 Nov-10 Dec-10 Sep-11 Nov-11 Dec-11 May-11 May-12 Jan-11 Aug-11 Feb-11 Mar-11 Jun-11 Jan-12 Feb-12 Mar-12 Jun-12 5 Source: Nielsen Mobile Insights Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • This is especially true for younger and higher incomedemographics Smartphone Penetration by Age and Income Mobile Insights Q1 2012 Ages 55+ is 30% 81% with 51% 76% 74% annual 72% 67% growth 60% 61% 59% 58% 51% 47% 46% 42% 34% 31% 25% 22% 16% Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-64 Ages 65+ <50k 50k-<100k 100k+ 6 Source: Nielsen Mobile Insights Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Consumers continue to adopt Android and iOS devices NUMBER OF 49M 90M ANDROID & iOS USERS May 2011 May 2012 PERCENTAGE OF APP DOWNLOADERS WITH ANDROID AND iOS PHONES June 2011 80% APP 92% APP June 2012 7 Source: Nielsen Smartphone Analytics Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Gender can impact how consumers interact with apps Male Share of Top Apps 58% 58% 58% 55% 56% 55% Gender Share by Usage Segment 53% 52% 50% 51% 56% 58% Facebook YouTube Google Pandora Twitter 44% 42% Search Radio Mar-11 Mar-12 Female Share of Top Apps 50% 49% 48% 47% 45% 45% 42% 42% 44% 42% Low High (bottom third of app (Top third of app users) users) Female Male Facebook YouTube Google Pandora Twitter Search Radio Mar-11 Mar-12 Males tend to be first adopters, but females are quick 8 to catch up Source: Nielsen Smartphone Analytics Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Mobile consumers ages 25-44 make up a majorityof the high usage segment Age Distribution Low App Users iOS Age Distribution High App Users iOS Smartphone Analytics May 2012 Smartphone Analytics May 2012 Ages 18-24 Ages 55+ 10% 9% Ages 18-24 19% Ages 55+ Ages 45-54 32% 12% Ages 25-34 21% Ages 35-44 25% Ages 25-34 Ages 35-44 34% Ages 44-54 17% 19% 9 Source: Nielsen Smartphone Analytics Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Key Takeaways Who is the mobile consumer? Majority Smartphones = Big Mobile Media Usage Gains Android and iOS continue to dominate reaching 90M users in the U.S. 10 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • What is the mobile consumer doingon their device? 11 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • How are Mobile consumers spending their time? U.S. mobile subscribers U.S. Mobile subscribers are are avid app users … engaging in: • Mobile Internet Browsing grew from 98 million to 129 million +102% 109 • Mobile App Downloads grew from 41 million to 72 million 54 2011 2012 …are increasingly embracing mobile Total Mobile App Duration on Android & iOS (Billions of Minutes Per Month) media services Nielsen Smartphone Analytics May 2011 – May 2012 12 Source: Nielsen Smartphone Analytics and Mobile Insights Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Consumers spend the majority of time on apps and arediversifying the range of apps used TIME SPENT ON PROPORTION OF TIME SPENT APPS VS. WEB TOP 50 APPS 72% 81% 72% 56% May 2011 May 2011 May 2012 May 2012 13 Source: Nielsen Smartphone Analytics Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Poll QuestionWhich of the following categories do you think has hadthe biggest percentage growth in the past 12 months?Just to clarify, we’re not talking absolute growth interms of unique users, but growth percentage.a) Commerce & Shoppingb) Communication (e.g. Email, messenger apps, Skype etc.)c) Entertainmentd) Financee) News & Informationf) Photographyg) Social Networkingh) Travel 14 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Consumers are pushing apps into the mainstream ata fast pace 2011 Growth Rate of Mobile App Unique Audience by Category on Android or iOS Smartphone Analytics May 2012 vs. May 2011 Instagram added 13m users in Photography 123% the past year and has grown 270% in the past 3 months Travel 116% Finance 105% Communication 98% News & Information 90% In the past year Amazon Commerce & Shopping 89% Mobile added 8m users while Amazon App Store added 6m Entertainment 85% and eBay added 5m Total Mobile Universe 84% Social Networking 59% 15 Source: Nielsen Smartphone Analytics Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Consumers are driving a lot of movement in the top50 apps Distribution of Time Spent in Change in App Ranking Year over Year -Top Apps on Android and iOS 50 Android and iOS Apps Smartphone Analytics, March 2012 Smartphone Analytics, March 2011 – March 2012“All Other Apps” 26% a year ago 16 Source: Nielsen Smartphone Analytics Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Consumers are using their mobile devices to staysocial and local Mobile Apps and the Social / Local Intersection YouTube Social Google Gmail Search Pandora Twitter Google Radio Maps Facebook Draw The Something Weather Free Instagram Channel Words with Weather Friends Local 12 of the top 15 17 apps have a social and/or local component Source: Nielsen Smartphone Analytics Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • The growth of selected mobile games is outpacingAndroid and iOS growth Unique Audience on Android and iOS Mobile NetView 3.0 77% growth 83,675 among 79,324 selected 75,065 games 71,545 68,574 65,643 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 iPhone / Android Active App User Audience18+ (000) Select iPhone / Android Games Combined Unique Audience (000) 18 Source: Nielsen Smartphone Analytics Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Mobile phone and tablet influencing gamingOverall gameplay for the average gamer increased by 7% in 2011 vs. 2010,driven by various platforms, but mainly mobile and tablet The rise of iOS, Android & Facebook as platforms has partially, but not completely, driven F2P gaming growth Mobile/tablet gamers are more gender-balanced & skew 18–34, non-white, $100K+ income. Within them further segments emerge, including mobile-only players driven by teens Mobile and tablet F2P gamers are more likely & willing to pay for gaming content than their PC peers 19 Source: Nielsen Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Mobile phones are shopping companions andshopping assistants 89% use smartphones while shopping in store Top Shopping Apps 1. eBay Mobile 2. Amazon Mobile 3. Groupon 4. shopkick 20 Source: Nielsen Smartphone Analytics and Mobile Connected Device Report Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Mobile devices are impacting the consumer’s pathto purchase Comparing prices online while shopping Purchase in a store Done Mobile Shopping on 40% 18% Smartphone or Using Location Tablet Based Services to find a retail location No 21% Searching for/using online coupons 25% Paying for goods and/or services at Yes 79% POS at a merchant Discovery 8% 21 Source: Nielsen Mobile Shopping Report Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Mobile provides an opportunity for the FinancialverticalActive Reach of Mobile Banking/Finance Apps Average Time Spent per Person (Minutes) Smartphone Analytics, May 2012 Smartphone Analytics, May 2012 Chase 10% USAA 35 Bank of America 10% Mint.com 31 PayPal 9% Chase 20 Capital One 4% Bank of America 19 Mint.com 4% Citibank 14 USAA 3% Wells Fargo 13 Wells Fargo 3% Capital One 12 Category Citibank 2% reach is 47% PayPal 12 and time perAmerican Express 2% American Express 7 person is 17 minutes 22 Source: Nielsen Smartphone Analytics Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Key Takeaways What is the mobile consumer doing on their device? Apps are still king when it comes to smartphones vs. the mobile web Successful apps leverage all the key advantages of a social, local and mobile smartphone Smartphones have enabled innovation in several industry verticals such as retail and finance 23 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • How does mobile compare to othermediums such as TV and Online? 24 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • The smartphone audience is rapidly approachingthat of the PC… Smartphone Users – Actual and Projected, US All Mobile Subscribers A:13+ – Actual through Q2 2012300 TV = 290M250 Total Mobile = 237M PC = 218M200 142 148150 126 115 107 95100 86 79 Smartphone = 126M 72 65 58 49 51 39 4450 34 37 24 30 0 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 2011 2012 2012 2012 2012 25 Source: Nielsen Note: Mobile Users A:13+; TV and PC A:2+ Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • The average smartphone user, spends nearly an houra day consuming Mobile contentAverage Daily Time Spent on Media Activity (h:mm)Total Population, March 2012 0:39 0:01 0:10 5:37 0:04 0:09 0:03 0:09 0:13 0:49 0:11 0:23 Mobile Mobile Web 0:32 Video Online Video Mobile App 4:47 Browsing Streaming 4:32 Time Shifted TV Viewing Usage TV Online Web TV Browsing Daily time spent among the total population Daily time spent among users of the media type 26 Source: Nielsen Note: Mobile Users A:13+; TV and PC A:2+ Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • While TV still dominates for video viewing, Mobile winsfor convenience viewingQ1 2012 Video Penetration among Monthly Time Spent amongthe Total Population Video Users (hh:mm) 14%12% MOBILE 5:01 54% ONLINE 5:24 95% TELEVISION 155:46 27 Based on Total US Population, Persons 2+ for TV and Online, 13+ for Mobile, Q1 2012 Source: Nielsen Note: Mobile Users A:13+; TV and PC A:2+ Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Smartphones are for snacking, while tablets are formeals Media Content Accessed Through Device Mobile Connected Device Report, Q1 2012 Reach of Netflix is 62% 25% on iPad 59% and 12% on 53% iPhone 51% 46% 4.0x 26% 28%28% 26% 25% 26% 23% 22%23% 2.9x 2.4x 4.2x 12% 10% 9% 6% Books Movies Magazines TV shows News Social Downloaded Sports Streaming Networking music radio Tablet Smartphone Mobile consumers frequently turn to tablets to consume 28 long-form content Source: Nielsen Mobile Connected Device Report Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • The iPad’s larger screen drives different usagepatterns Web vs. App Reach on iPad 92% iPad’s bigger screen 78% drives more… 67% 64% Video Evening Browsing Viewing Usage 20% 11% versus iPhone Facebook Twitter Amazon Web App Consumers browse on the iPad 29 Source: Nielsen Smartphone Analytics Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Engage with Mobile consumers while they watchtraditional TV 87% of smartphone owners use their device while watching TV 88%of tablet ownersuse their devicewhile watching TV 30 Source: Nielsen Mobile Connected Device Report Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Poll QuestionWhat do you think the top activity is on a smartphone ortablet when watching a TV show?a) Looking up product info based on TV adb) Looking up coupons/deals related to TV adc) Shoppingd) Checking emaile) Browsing the webf) Social networkingg) Using apps 31 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Consumers use their Mobile devices for a variety ofactivities while watching TV Tablet or Smartphone Activities while Watching TV Mobile Connected Device Report, Q1 2012 Checked email during 57% the program 52% Surfed the web for unrelated 55% information during the program 36% Used a downloaded 50% application 43% 45% Shopping 23% Visited a Social Networking 44% site during the program 40% Looked up info related 38% to the TV program 23% Tablet Owner Looked up product information 26% Smartphone Owner for an ad I saw on TV 17% Looked up coupons/deals 22% related to a TV ad 12% 32 Source: Nielsen Mobile Connected Device Report Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Key Takeaways How does mobile compare to other mediums such as TV & Online? Smartphone audience is rapidly approaching the PC audience in terms of size Despite the dominance of TV, Mobile is gaining share from being the ‘always available screen’ Big opportunity to engage users on smartphones and tablets while they are watching TV! 33 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • How do consumers feel aboutadvertising on their mobile devices? 34 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • While users show more receptivity to advertisingTablet Mobile advertising is becoming accepted, adswith user benefits bolster acceptance rates I am open to ads on this device if it improves the range of media content available 1 in 3 Tablet 22% tablet owners and Smartphone 16% 1 in 5 smartphone owners I dont mind ads on this device so long as it is relevant to my interests think advertising is acceptable on the Tablet 22% mobile device Smartphone 15% 35 Source: Nielsen Mobile Connected Device Report Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Gain trust of Mobile consumer over time and withdemonstrating value To What Extent do you Trust the Following Forms of Advertising Global Online Survey (Q3 2011 n=501) Recommendations from people I know 91% Ads in newspapers 48% Ads in magazines 47% Ads on TV 47% Ads on radio 46% Billboards 41% Ads served in search engine results 36% Ads on social networks 33% Online video ads 33% Online banner ads 29% Display ads on mobile devices 27% Text ads on mobile phones 26% 36 Source: Nielsen Global Online Survey Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Privacy concerns can be overcome by earningtrust and showing relevance Ads with Custom Location-Based Offerings are More Useful - % Agree Q1 2012 Mobile Connected Device Report Ages 13-17 45% Agree 30% 30% of users Ages 25-34 36% find ads with custom location- Ages 18-24 33% based offerings more useful Ages 35-44 32% Ages 45-54 22% Disagree 70% Ages 55+ 25% 37 Source: Nielsen Mobile Connected Device Report Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Mobile advertising effectiveness shows promise 17% of tablet owners and 14% of smartphone owners Clicked to view the full ad or product offering 8% of tablet owners and 5% of smartphone owners Made a purchase through my device based on an ad I saw 25% of tablet owners and 22% of smartphone owners Made a purchase on the Internet via PC 17% of tablet owners and 12% of smartphone owners Searched for more info about a business I saw advertised 38 Source: Nielsen Mobile Connected Device Report Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • With some Mobile campaigns performing muchbetter than TV Campbell’s Expanded iAd Performance vs. Campbell’s TV Ad Norm – A18+ Campbells Expanded iAd Campbells TV Ad Norm - Broadcast/Cable Prime (11.1.10 - 12.09.10) 2.3X 4.7X 3.2X 5.4X General Recall Brand Recall Message Recall Ad Favorability 39 TV Standard Ad Source: Nielsen, Broadcast + Cable Primetime; 11.01.10 to 12.09.10, A18+ Campbell’s iAd Data: Among Respondents who were exposed to and tapped on the Campbell’s iAd, A18+, Sample size (N=51) Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Key Takeaways How do consumer’s feel about advertising on their mobile devices? There is still a delicate balance between placing relevant ads and encroaching on privacy When executed well on mobile, ad recall and favorability can surpass other mediums 40 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • What have we learned about the mobile consumer? Who is the mobile consumer? 1 • Rapidly growing group of smartphone owners • Younger, higher income demos leading the charge 2 What is the mobile consumer doing on their device? • Being social, keeping it local, and pushing industry verticals to evolve How does mobile compare to TV and Online? 3 • Mobile relatively small for video consumption but growing • Smartphones and tablets are complimentary to TV usage… How do consumer’s feel about advertising on their 4 mobile devices? • Open to mobile advertising that demonstrates value and convenience to the consumer 41 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Q&A Visit our blog at: http://blog.nielsen.com/nielsenwire/category/online_mobile/ Follow us on Twitter: #mobileconsumerIf you have additional questions that were not addressed in the Q&Asession, please submit them to nielsenmediainsights@nielsen.comby July 31.