Jiwire - Gelocalisation insight Q3 2011
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Jiwire - Gelocalisation insight Q3 2011

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source : http://www.jiwire.com/sites/default/files/JiWire_MobileAudienceInsightsReport_Q32011_0.pdf

source : http://www.jiwire.com/sites/default/files/JiWire_MobileAudienceInsightsReport_Q32011_0.pdf

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Jiwire - Gelocalisation insight Q3 2011 Presentation Transcript

  • 1. JiWire Mobile Audience Insights ReportQ3 2011 Table of Contents Tablet usage   up 84% Connected Device Trends 3-4   Mobile Shopping Behavior 5-6 Location Trends 7 Connected Device Adoption 8-9 Worldwide Location Highlights 10-11 Q4 2010 Q3 2011 The Q3 Mobile Audience Insights Report examines connected device, location and mobile shopping trends, as well as connected device adoption. This quarter we examined two key emerging trends in the location and mobile markets. The first area reviews device consumption habits and the shift to smaller, more portable devices. The second key area looks at location-specific shopping behaviors attitudes around checking-in. Key highlights include: •  25% of the on-the-go audience plan to purchase Smartphones or Tablets within the next 6 months. •  18% of mobile consumers will purchase on their mobile devices and laptops when shopping in a store. •  Consumer attitudes are equally split regarding check-in solutions. Perceptions vary by age and gender. Source: JiWire, Q1 2011. 1
  • 2. JiWire Mobile Audience Insights ReportQ3 2011Connected device trends: Device ownership Which of the following devices do you own? What do you plan to buy in the next 6 months? 90% 79% 58% 62% Q2 2011 Q3 2011 25% 37% 32% 16% 16% 12% 12% 24% Laptop Laptop Smartphone Smartphone Tablet Tablet (i.e. iPad) eReader E-Reader (i.e. Kindle, Nook) Netbook Netbook (i.e. Asus Eee PC) 16% Source: JiWire, Q3 2011 Source: JiWire, Q3 2011 Key Insights Purchase intent is shifting from Laptops to Smartphones and Tablets •  Smartphone and Tablet ownership have increased by 4% and 5%, respectively, from Q2 2011 to Q3 2011. Laptop ownership, by comparison, has decreased by 11% over the past quarter. •  Usage shows similar trends for device types between Q2 2011 to Q3 2011: Smartphone and Tablets saw relative gains of 24% and 20%, respectively while Laptop usage reportedly decreased by 10%. •  In terms of purchase intent, consumers are 50% more likely to purchase a Smartphone or Tablet than a Laptop. •  Adults ages 24 and under are most likely to purchase a Smartphone and/or Laptop in the next 6 months. Adults ages 24 – 44 are most likely to purchase a Tablet. Source: JiWire, Q3 2011 2
  • 3. JiWire Mobile Audience Insights ReportQ3 2011Connected device trends: Tablet usage Percentage of Consumers who use Tablets to Percentage of Tablet Ad Requests Q3 Top Tablet connect to Wi-Fi outside the home or office Rank Devices 1 Apple iPad 35% 8.9% 8.5% 2 Galaxy Tab 29% 25% 6.4% 3 Dell Streak 19% Blackberry 3.7% 4 Playbook 5 Galaxy S 6 Huawei Ideos S7 7 Motorola Xoom Q4 FY10 Q1 FY11 Q2 FY11 Q3 FY11 Q4 FY10 Q1 FY11 Q2 FY11 Q3 FY11 8 Toshiba Folio 100 Source: JiWire, Q3 2011 Source: JiWire, Q3 2011 Source: JiWire, Q3 2011 Key Insights35% of the on-the-go audience uses Tablets to connect to Wi-Fi outside the home or office in Q3 2011•  Tablet consumers connecting to Wi-Fi have nearly doubled since 2010, increasing from 19% in Q4 2010 to 35% to Q3 2011, a relative increase of 84%.•  95% of Tablets owners report using their Tablets to connect with Wi-Fi outside the home or office, spending more than 90 minutes on average every day.**•  More recently, Tablets have shown a 99% increase in ad requests between Q2 2011 to Q3 2011.•  The Apple iPad remains the category leader with 81.4% of total marketshare. The Galaxy tablet showed the most growth, increased by 13.1% from 2.2% (Q2 2011) to 15.8% (Q3 2011). Source: JiWire, Q3 2011; JiWire Internal Network Data **MediaPost “Tablet News Readers Significant, But Only a Harbinger...” (November 8, 2011) 3
  • 4. JiWire Mobile Audience Insights ReportQ3 2011 Mobile shopping behavior: Purchasing preferences Which categories do you tend to purchase frequently using your mobile device? 53% 49% 43% 43% 42% 39% 38% Smartphone Owners 32% Tablet Owners 12% 11% 8% 7% Electronics Retail Entertainment Travel Local Deals Food/Beverage (non electronics) Source: JiWire, Q3 2011 Key InsightsTablet owners purchase more frequently than smartphone owners•  82% of the Tablet owners are willing to purchase directly on their mobile devices (smartphones or tablets) compared with 76% of Smartphone owners.•  67% of Tablet owners are comfortable spending $50 or more, compared with 57% of Smartphone owners•  Electronics, Retail, Entertainment and Travel are the most frequently purchased categories. Tablet owners lead all of these categories in terms of purchase frequency.•  Purchase intent skews male - 73% of Men report purchasing on mobile devices compared with 61% of Women. Source: JiWire, Q3 2011 4
  • 5. JiWire Mobile Audience Insights ReportQ3 2011 Mobile shopping behavior: Purchasing preferences Do you prefer to shop in a physical When buying a $50 item from a store you visit regularly, store location or online? what is your likeliest method of purchase? At the store 82% 9% 9% 1 mile from store 77% 13% 10% 5 miles from store 66% 15% 19% 10 miles from store 45% 16% 39% 20 miles from store 28% 14% 58% Online Physical Store Both In store On Mobile device On laptop Source: JiWire, Q3 2011 Source: JiWire, Q3 2011 Key Insights85% of the mobile audience still shop in a physical store•  63% of consumers prefer to shop both in store and online and 22% prefer to shop exclusively in-store. Only 15% prefer to shop exclusively online.•  18% are using a connected device to actually make purchases even when physically in the store. In addition, 28% of respondents said they comparison shop on a mobile device when in store.•  The mode of purchase shifts greatly as consumers draw further away from a given location. Specifically, 72% of consumers report that they are more likely to shop on their laptops or mobile devices once 10 miles from a store. Source: JiWire, Q3 2011 5
  • 6. JiWire Mobile Audience Insights ReportQ3 2011Location trends: Check-in service attitudes Which statement best describes your thoughts Demographic Breakdown about check-in services? <24 25-44 45+ Love 27% 15% 9% 16% 10% I love it! 13% 27% I like it Like 19% 25% 20% 23% 20% 22% 8% I don’t care Don’t care 32% 30% 29% 30% 29% 30% I don’t like it I don’t Don’t like 5% 9% 8% 9% 8% understand it Don’t 17% 21% 34% 22% 33% understand Source: JiWire, Q3 2011 Source: JiWire, Q3 2011 Key InsightsOn-the-go consumers are still deliberating about Check-In services•  Perceptions are equally split among positive, negative and neutral feelings towards Check-in services, with roughly a third of audiences falling into each of those category.•  Attitudes vary across genders: 39% of men enjoy check-in services compared with 30% of women; 33% of women do not understand check-ins compared with 22% of men.•  46% of Adults ages 24 and under ‘like’ and ‘love’ check-in services, followed by Ages 25-44 (40%) and then 45+ (29%).•  The most popular check-in categories include restaurants, hotels, pubs/bars and health clubs. Source: JiWire, Q3 2011. 6
  • 7. JiWire Mobile Audience Insights Report Q3 2011 Connected device adoption: U.S. highlights Top 10 Mobile Device: Q3 2011 Top Mobile OS: Q3 2011 Q3 2011 Q3 2011 Q3 Q2 % Change in Q3 Q2 % Change in Mobile Device Top 10 % of Ad Mobile Device OS % of Ad Rank Rank Market Share Rank Rank Market Share Requests Requests 1 Apple iPhone 41.9% 1 - 1.8% 1 iOS 79.9% 1 - 2.0% 2 Apple iPad 23.8% 2 + 2.9% 3 2 Android OS 11.0% 2 + 0.5% Apple iPod Touch 14.1% 3 - 3.3% 4 Windows Mobile 7 4.9% 4 + 1.1% 3 Windows Phone 5.2% 3 + 1.2% 5 BlackBerry Torch 0.7% 7 0.0% 4 RIM 2.2% 4 + 0.4% 6 HTC Desire S 0.6% 12 + 0.4% 5 PSP 0.8% 5 0.0% 7 Palm Pre 0.4% 28 + 0.3% 8 6 Symbian 0.4% 6 - 0.3% Blackberry Bold 0.4% 21 + 0.2% 9 HTC Desire 0.3% 5 - 0.8% 7 WebOS 0.4% 8 + 0.3% 10 Samsung Galaxy S 0.3% 6 - 0.5% 8 Windows Mobile 0.1% 7 - 0.3% Source: JiWire, Q3 2011 Source: JiWire, Q3 2011 Key Insights: The iPad continues to gain marketshare in Q3 2011 •  The Apple iPad increased by 2.9% for the third consecutive quarter •  The Apple iPhone remains in the No. 1 spot at 41.9%, after decreasing 1.8% in marketshare. iOS drops in marketshare but still holds No. 1 ranking third consecutive quarter •  iOS drops by only 2.0%, but remains in the No. 1 spot ahead of the No. 2 ranked Android operating system.Note: JiWire measurement includes all mobile devices in order to provide a complete view of howthe on-the-go audience is connecting outside of the home and office. * OS: Operating System. Source: JiWire, Q3 2011 7
  • 8. JiWire Mobile Audience Insights Report Q3 2011 Connected device adoption: U.K. highlights Top 10 Mobile Device: Q3 2011 Top Mobile OS: Q3 2011 Q3 2011 Q3 2011 Q3 Q2 % Change in Q3 Q2 % Change in Mobile Device Top 10 % of Ad Mobile Device OS % of Ad Rank Rank Market Share Rank Rank Market Share Requests Requests 1 Apple iPhone 50.6% 1 - 6.2% 1 iOS 71.1% 1 - 6.5% 2 Apple iPad 10.4% 3 + 2.2% 2 Android OS 16.6% 2 + 1.5% 3 Apple iPod Touch 10.1% 2 - 2.5% 4 Windows Mobile 7 7.5% 6 + 5.4% 3 Windows Phone 8.1% 3 + 5.5% 5 HTC Desire S 2.2% 17 + 1.9% 4 RIM 1.5% 4 + 0.2% 6 Wildfire 1.9% 10 + 1.5% 5 PSP 1.1% 6 - 0.1% 7 HTC Desire 1.8% 4 - 0.7% 6 Symbian 1.0% 5 - 0.3% 8 Samsung Galaxy S 1.4% 5 - 0.8% 7 Windows Mobile 0.3% 7 - 0.2% 9 Samsung Galaxy S II 1.2% 22 + 0.9% 8 Bada 0.2% 8 - 0.1% 10 Sony Xperia X8 0.6% 11 0.0 Source: JiWire, Q3 2011 Source: JiWire, Q3 2011 Key Insights: iPad and Windows Mobile make significant marketshare gains in the third quarter of 2011: •  7 out of the top 10 devices are the same within the U.S. and U.K. Comparatively, the Samsung Galaxy S, SII, and Wildfire devices are more popular in the U.K. Android OS, Windows OS make large marketshare gains again the in third quarter of 2011: •  iOS loses marketshare again in Q3 2011 but remains the majority leader at 71.1% •  The Windows OS, Android and RIM saw gains of 5.5%, 1.5% and 0.2%, respectively, while all other operating systems showed declinesNote: JiWire measurement includes all mobile devices in order to provide a complete view of howthe on-the-go audience is connecting outside of the home and office. * OS: Operating System. Source: JiWire, Q3 2011 8
  • 9. JiWire Mobile Audience Insights ReportQ3 2011Worldwide location highlights: Public Wi-Fi locations Worldwide public Wi-Fi locations: Worldwide quarterly growth in 2006 – Q2 2011 public Wi-Fi locations 647,788 647,788 577,250 546,783 414,356 414,356 289,476 237,507 219,681 2007 2008 2009 2010 Q3 2011 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Source: JiWire, Q3 2011 *Base starting at 230,000 Source: JiWire, Q3 2011 Key Insights: Worldwide public Wi-Fi locations continue to grow through the second quarter of 2011: •  Quarterly growth of 12.2% from Q2 2011 to Q3 2011 •  YTD growth of 56.3% from Q4 2010 to Q3 2011 •  Annual growth of 91.8% from Q3 2010 to Q3 2011. Total public Wi-Fi locations have nearly doubled in since 2010. Source: JiWire, Q3 2011 9
  • 10. JiWire Mobile Audience Insights ReportQ3 2011Worldwide location highlights: Public Wi-Fi locations Public Wi-Fi business models: Worldwide Q3 2011 Q3 Q3 2011 Q2 2011 % Change Rank Country # of Locations Rank (from Q2) 22.4% 20.2% 1 United Kingdom 181,474 1 26.4% Paid 2.2% 77.6% 2 United States 104,277 3 8.3% Free 3 China 102,285 2 0.1% Increase in Free 4 South Korea 69,569 4 26.1% 5 France 34,600 5 12.2% Public Wi-Fi business models: U.S. Q3 2011 6 Russian Fed. 16,659 7 4.7% 76.2% 23.8% Paid 7 Germany 14,733 6 -0.2% 58.0% 8 Japan 14,685 9 17.2% Free 18.2% 9 Taiwan 14,315 8 0.2% Increase in Free 10 Sweden 7,765 10 2.1% Source: JiWire, Q3 2011 Source: JiWire, Q3 2011 United Kingdom, South Korea and Japan have highest growth rates in Q3 2011: •  UK and South Korea stay consistent in the No. 1 and No. 4 spots, with a growth rates of 26.4% and 26.1% respectively. •  Japan increased from the to the No. 8 spot, from No. 9 in Q2 2011, with a 17.5% increase in marketshare Free locations continue to see growth in the U.S. and remain consistent worldwide •  Free locations in the US has increased by 18.2%, from 58% in Q2 2011 to 76.2% in Q3 2011, while total free locations Worldwide have remained between 19% to 25% Source: JiWire, Q3 2011 10
  • 11. JiWire Mobile Audience Insights Report Q3 2011 JiWire is the leading mobile audience media company, combining location and audience data to deliver targeted advertising across premium locations and wireless devices. This Insights report provides a snapshot of usage trends and audience data over public Wi-Fi for the third quarter of 2011. This report is intended to highlight market trends for advertisers. JiWire’s Location-Based Media Channel is comprised of more than 30,000 public Wi-Fi locations through partnerships with more than 30 leading wireless broadband telecommunications providers, with venues such as airports, hotels and cafés that serve more than 40 million unique users monthly. JiWire connects with the on-the-go audience across multiple devices from laptops, to smartphones, to tablets. JiWire’s registry of public Wi-Fi locations includes more than 450,000 public Wi-Fi locations in 144 countries. JiWire has been reaching on-the-go audiences since 2003. For questions about this report, or for recommendations for future reports, please contact us at Insights@jiwire.com.Methodology:JiWire’s Mobile Audience Insights Report is based on data from approximately 315,000 public Wi-Fi locations, as well as surveying more than 2,000customers randomly selected across JiWire’s Wi-Fi Media Channel in July ’11 – September ‘11. JiWire serves advertisements to over 30,000 public Wi-Filocations in North America and we record data from every ad request. This report is based on the ad request data we collected from July – September 2011.Quarterly public Wi-Fi location rankings and business model distributions are based on the final day of the quarter.