Mobile InternetInsightsReport FranceIpsos MediaCT GermanyThe Media, Content and Technology Research SpecialistsMarch 2011
Worldwide            Smartphone Shares                                    SWE                          NOR                ...
Agenda1   Background & Objectives2   Research Design3   Management Summary4   Mobile Internet Insights5   Demographics    ...
1. Background•  The mobile internet is today’s main driver of growth in time   spent online.•  Its rapid adaptation by con...
1. Objectives•  This survey is designed to gain insight into usage of the   mobile internet on smartphones across the worl...
2. Research Design•  Method: Online interviews•  Target group:    •  Private smartphone users who use the internet    •  D...
The Universe of this Survey                  27%          Step1: CATI (nat. rep.)                  Private          Enumer...
3. Management Summary
1/3» Management Summary: Facts and Figures about Smartphones"  The typical smartphone user: Late twen, educated and workin...
2/3» Management Summary: Internet Activities in Detail"  Internet Usage: Heavy with multiple sessionsThe typical Smartphon...
3/3» Management Summary: Mobile Advertising and Commerce"  Mobile Advertising: Moderate acceptance but high awarenessOne t...
4. Mobile Internet Insights
4. Mobile Internet Insights4.1   Smartphones: Devices, Usage and Relevance4.2   Internet Usage4.3   Search4.4   Video4.5  ...
4.1 Smartphones: Devices,   Usage and Relevance
Duration of Smartphone Usage» For the majority the current phone is the first one – every seconduser is rather new, joined...
Used Top 5 Brands & Operation Systems» Apple with the highest market share followed by Samsung - iOS mostused OS according...
Smartphone Usage Places» Home is the usage place number 1 followed by at work and on-the-go.Home                          ...
Relevance of Smartphone» Smartphone as important as purse and keys: house not leftwithout.I dont leave the house without m...
Triggers of Mobile Web Usage» Instant information, killing time and the fear of missing out triggerSmartphone usage.I use ...
Parallel Media Usage» One half of the Smartphone users watch TV or listen to music whileusing their Smartphone.Watch telev...
Activities with the Smartphone – Top 10» Internet Usage is a key activity with Smartphones.Took a photo or video          ...
Usage of Apps» Almost half of all Apps (Ø 28) with monthly active usage – nearlyevery fifth App is a paid one – Apps: incr...
4.2 Internet Usage
Online Days: Per Week» Almost 60% use the mobile web daily – almost ¾ use it at least on 4out of 7 days - computer with hi...
Online Sessions per Day: Yesterday» Nearly half of the respondents have multiple Smartphone websessions - more multiple se...
Duration of Online Sessions: Yesterday» Web on Smartphones mostly used for several short sessions -computer for longer one...
Future Internet Usage» Mobile internet with higher anticipated future usage than fixed.                                   ...
4.3 Search
Usage Frequency of Search Engines» Search engines used on daily basis on every second Smartphoneand majority of PCs.      ...
Used Search engines» Google ranked first with great competitive advantage - no matter onwhich device.                     ...
Local Searches on the Smartphone» Local searches used on majority of Smartphones – followed byaction by 41% and even purch...
4.4 Video
Usage Frequency of Watching Videos» Around every second Smartphone is used to watch videos at leaston monthly base - Highe...
Frequency of Forwarding Online Videos» Almost every third user forwards videos on a monthly base – morefrom a computer.   ...
Used Video Sites» YouTube ranks 1st - also Facebook is used for watching videocontent and Dailymotion by half of the respo...
4.5 Social Networking
Usage Frequency of Social Networks» Social Networks with daily usage by around 40% of the users viaSmartphone and by 56% v...
Frequency of posting Personal Information.» Daily updates by one quarter – regardless of device.                          ...
Used Social Networking Sites.» Facebook with almost 100% and significant competitive advantage!                           ...
4.6 Mobile Advertising
Attitude towards Mobile Advertising» One third would not mind mobile ads as long as they receive agoody. 10% have used a m...
Awareness of Mobile Advertising» The majority has noticed mobile advertising at least sometimes –mostly on apps or search ...
Actions taken on Advertising» One out of three with “action after ad attention”.Clicked on the ad                         ...
4.7 M-Commerce
Relevance of Smartphone for Shopping» More than 20% use the Smartphone for price comparison orproduct information – a litt...
Purchases from Smartphone» More than 40% of the purchases are accompanied by Smartphones- mostly at the beginning and in t...
Purchase Behaviour via Mobile» 17% have already purchased via Smartphone.                                                 ...
Kind of Goods purchased online/ offline» Higher consumption rate for Smartphone search and buying viacomputer than purchas...
Future plans M-Commerce» 11% with a higher purchase rate in the next 12 months viaSmartphone.                             ...
Barriers for M-Commerce» Preferred closure of buying process: via computer - one out ofthree with concerns regarding purch...
Demographics
Demographics 1/2                                                  Private Smartphone users                                ...
Demographics 2/2                                                   Private Smartphone users                               ...
Mobile InternetInsightsReport FranceIpsos MediaCT GermanyThe Media, Content and Technology Research SpecialistsMarch 2011
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Thinkmobile with Google & Ipsos media

  1. 1. Mobile InternetInsightsReport FranceIpsos MediaCT GermanyThe Media, Content and Technology Research SpecialistsMarch 2011
  2. 2. Worldwide Smartphone Shares SWE NOR FIN 30% xx% 29% RUS UK DK GER xx% 30% CZE xx% AUT NL 18% xx% KOR xx% xx% TUR CHN JPN FRA HKG xx% CHUSA ITA xx% xx% ESP xx% 27% xx%31% xx% TWN xx% THA xx% IND MYS xx% xx% xx% xx% SGP IDN RSA xx% AUS xx% xx% xx% 2
  3. 3. Agenda1 Background & Objectives2 Research Design3 Management Summary4 Mobile Internet Insights5 Demographics Google Confidential and Proprietary 3
  4. 4. 1. Background•  The mobile internet is today’s main driver of growth in time spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point for offering products, services as well as information satisfying true customer demands.
  5. 5. 1. Objectives•  This survey is designed to gain insight into usage of the mobile internet on smartphones across the world.•  In detail: •  Facts and Figures about smartphones, their usage and relevance •  Internet Usage in general, search, video, social networking, mobile advertising and m-commerce via smartphones – partly in comparison to PCs.
  6. 6. 2. Research Design•  Method: Online interviews•  Target group: •  Private smartphone users who use the internet •  Distribution according to nat. rep. CATI Study•  Sample Size: n = 2.000
  7. 7. The Universe of this Survey 27% Step1: CATI (nat. rep.) Private Enumeration smartphone users Study Private smartphone n= 2000 users who use the mobile internet Google Confidential and Proprietary 7
  8. 8. 3. Management Summary
  9. 9. 1/3» Management Summary: Facts and Figures about Smartphones"  The typical smartphone user: Late twen, educated and workingSmartphones are not a gadget of the very young only – the majority of users are late twens to early thirties,well educated and in full time employment with an income range of € 24.000 - € 60.000 per annum. Manyusers are new to this “smart world” (73% first device) and around 60% have started using a Smartphone in thepast 12 months."  Devices, their role and usage: An important accessory - always and everywhereThe iPhone is used by a third of the Smartphone users. The rather “un-mobile” location of the home is usageplace number 1 followed by at work and on-the-go. Being as important as purse and key, over three quarters ofpeople (78%) do not leave the house without the phone. Usage is driven by the need to have instantinformation at hand, to kill time, and the reassurance of not risking to miss out on anything. Emailing (51% inlast week) and browsing (46%) are important activities on the Smartphone. The majority of people dosomething in parallel when using the Smartphone, be it watching TV (52%) listening to music (50%), or evenusing the internet on a further device (30%).
  10. 10. 2/3» Management Summary: Internet Activities in Detail"  Internet Usage: Heavy with multiple sessionsThe typical Smartphone user accesses the web almost every day (59% via their mobile, 85% via fixed-linedevices) with several sessions of usage per day. One fourth expects to spend more time on the mobile web viasmartphone in future, whereas for web usage, the share is slightly lower."  Search: High frequency and Google is the oneAround half of Smartphone users (48%) access search engines on their phones (compared to 87% accessingsearch engines via PCs) . As for local searches, 83% make use of them – followed by contact or furtherinformation action by majority and even purchase by every third.For the majority, Google is not only one of the used search engines but the number 1 search engine by somemargin."  Videos: Moderate frequency and YouTube is the oneMore than every second smartphone is used to watch videos at least on a monthly basis – every third even toforward video clips. YouTube most used video site – regardless of device (79% mobile, 84% fixed), followed byFacebook (42% mobile, 50% fixed). On PCs, Dailymotion is also popular with 47% having ever used it."  Social Networking: High usage and Facebook is the one40% of the Smartphone users access social networks via smartphone every day – one fifth post personalupdates. THE social network is Facebook (95% mobile , 94% fixed).
  11. 11. 3/3» Management Summary: Mobile Advertising and Commerce"  Mobile Advertising: Moderate acceptance but high awarenessOne third would not mind mobile ads as long as they receive a goody. 10% have used a mobile coupon in astore. The majority has noticed mobile advertising at least sometimes – mostly on search engines and apps.One in three have even taken action after seeing a mobile ad."  Mobile Commerce: Growing shopping channel hindered by security and convenienceOne fifth usees the Smartphone for price comparison or product information when shopping – partly with highimpact of changing mind on purchase as a result. 17% do not only use the smartphone when shopping in “realshops” but shop directly via this device. – 40% of the users have used their device to shop in the past month.Lack of security is perceived as the main barrier to mobile commerce, besides the fact that the PC is generallypreferred. Nevertheless, 11% anticipate a higher purchase rate via Smartphone within the next 12 months.
  12. 12. 4. Mobile Internet Insights
  13. 13. 4. Mobile Internet Insights4.1 Smartphones: Devices, Usage and Relevance4.2 Internet Usage4.3 Search4.4 Video4.5 Social Networking4.6 Mobile Advertising4.7 M-Commerce Google Confidential and Proprietary 13
  14. 14. 4.1 Smartphones: Devices, Usage and Relevance
  15. 15. Duration of Smartphone Usage» For the majority the current phone is the first one – every seconduser is rather new, joined the smart world within the past 12 months. 100% 1% 2% 5 years or longer 4% 90% 11% 4 up to 5 years 80% No 3 up to 4 years 70% 24% 27% 60% 2 up to 3 years 50% 24% 1 up to 2 years 40% 73% 7 to 12 months 30% Yes 19% 4 to 6 months 20% 10% Up to 3 months 16% 0% Base: Private smartphone users who use the internet in general, n= 2000 Q7: Is your phone your first smartphone / mobile phone with advanced capabilities or PC-like functionality? D1: How long have you been using smartphones? Google Confidential and Proprietary 15
  16. 16. Used Top 5 Brands & Operation Systems» Apple with the highest market share followed by Samsung - iOS mostused OS according to the apple usage - Android in 2nd. 35% 35% 24% 24% 11% OS 11% 8% 4% 7% 4% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Base: Private smartphone users who use the internet in general , n= 2000 Q3: And what is the brands of your phone? Q5b: Which operating system do you have on your phone? Google Confidential and Proprietary 16
  17. 17. Smartphone Usage Places» Home is the usage place number 1 followed by at work and on-the-go.Home 75% 99%Work 54% 82%On-the-go 50% 82%In a store 38% 82%Restaurant 22% 68%Public transport 28% 68%Café or coffee shop 21% 67%At a social gathering/function 8% 44%Doctors office 8% 43%Airport 6% 42%School 12% 28%Somewhere else 1% Ever used 2% Used in lastNone of these used last 7 days 23% 7 days 0% 20% 40% 60% 80% 100% Base: Private smartphone users who use the internet in general, n= 2000 Q16: Where do you use your smartphone? Please select first at which locations you ever use it - even if only seldom - and secondly where you used it within the last seven days. Google Confidential and Proprietary 17
  18. 18. Relevance of Smartphone» Smartphone as important as purse and keys: house not leftwithout.I dont leave the house without my smartphone. 78%I expect the websites I visit on my smartphoneto be easy to navigate and access as they are 65%when I visit them on the desktop PC.I access information on my smartphone andfollow-up to find more information on my 56%computer.My smartphone provides me with informationwhich is relevant to me. 44%I read magazines/newspapers less often(if at all) as I prefer to access this content 23%on my smartphone.I would rather give up TV than my smartphone. 22%My smartphone is more entertaining than TV. 20%I would rather give up my desktop PCthan my smartphone. 15% 0% 20% 40% 60% 80% 100% Base: Private smartphone users who use the internet in general, n= 2000; Top-2 boxes Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement. Google Confidential and Proprietary 18
  19. 19. Triggers of Mobile Web Usage» Instant information, killing time and the fear of missing out triggerSmartphone usage.I use the Internet on my smartphone toget information when Im not in front of a 67%computer or other Internet- enabled device.My smartphone is good to pass away sometime while Im waiting e.g. for the train or bus. 65%My smartphone provides me with the answerto my questions quickly when I need an 55%immediate answer.Im a modern person and feel that I shouldhave Internet on my mobile as a kind of 48%accessory.I dont want to miss out on anything whenIm on the go. 42%I want to use websites/functions of the Internetvia my smartphone without being seen easily. 30%I use the Internet on my smartphone becauseit costs less than on my computer or other 7%Internet enabled device.I have no other Internet access at home –so I use my smartphone. 11% 0% 20% 40% 60% 80% 100% Base: Private smartphone users who use the internet in general, n= 2000; Top-2 boxes Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement. Google Confidential and Proprietary 19
  20. 20. Parallel Media Usage» One half of the Smartphone users watch TV or listen to music whileusing their Smartphone.Watch television programs 52%Listen to music of any type on theradio stereo MP3 player etc. 50%Use the Internet on anotherInternet enabled device 30%Watch movies 29%Play video games 16%Read the newspaper or a magazine 14%Read a book 8%Do not do other things while I use 22%the Internet on my smartphoneNone of these 4% 0% 20% 40% 60% 80% 100% Base: Private smartphone users who use the internet in general and who were online yesterday with their smartphone, n= 1575 Q22: When you use the Internet on your smartphone which if any of the following - do you do at the same time? Please note that we mean doing things on other devices - not doing many things at the same time on your smartphone. Google Confidential and Proprietary 20
  21. 21. Activities with the Smartphone – Top 10» Internet Usage is a key activity with Smartphones.Took a photo or video 42% 84%Browsed the Internet 46% 78%Emailed 51% 77%Used a search engine for a general search 41% 73%Used an application 41% 67%Listened to music 33% 67%Looked up directions or used a map 26% 66%Accessed a social network 39% 61%Reviewed websites blogs or 30% 61% Ever usedmessage boards Used in lastPlayed games 31% 60% 7 days 0% 20% 40% 60% 80% 100% Base: Private smartphone users who use the internet in general, n= 2000 Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all and if yes if you did this within the last 7 days. Google Confidential and Proprietary 21
  22. 22. Usage of Apps» Almost half of all Apps (Ø 28) with monthly active usage – nearlyevery fifth App is a paid one – Apps: increasing anticipated usage. None 1-2 3-4 5-6 7-8 9 - 10 11 - 15 16 - 20 21 - 50 51+ apps apps apps apps apps apps apps apps appsNumbers of Ø 28owned Apps n= 2000 2%5% 7% 10% 4% 12% 12% 11% 24% 14% AppsUsage of Ø 11Apps in n= 1959 7% 16% 14% 17% 6% 13% 9% 7% 10% 1% Appslast 30 daysNumbers of 3% 1% Ø 5 1%purchased n= 1959 69% 11% 5% 4% 2% AppsApps 1% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% more about the same less dk / naUsage ofApps in n= 2000 28% 56% 3% 13%next 12months 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: Private smartphone users who use the internet in general, n= 2000 Q24: How many apps do you currently have on your smartphone? Q25: How many have you used actively in the last 30 days? Q26: How many have you purchased for a certain amount in an app store? Q28: Please think about the usage of apps in the next 12 months. How will your app usage change? Google Confidential and Proprietary 22
  23. 23. 4.2 Internet Usage
  24. 24. Online Days: Per Week» Almost 60% use the mobile web daily – almost ¾ use it at least on 4out of 7 days - computer with higher daily internet usage thanSmartphone. 7 out 6 out 5 out 4 out 3 out 2 out 1 out 0 dk/ of 7 of 7 of 7 of 7 of 7 of 7 of 7 days naSmartphone n= 2000 59% 5% 4% 5% 8% 7% 6% 6%Computer 1% 1% n= 1984 85% 5% 5% 1% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: Private smartphone users who use the internet in general / also the computer Q18: Thinking about the last seven days on how many days were you online with ...? Google Confidential and Proprietary 24
  25. 25. Online Sessions per Day: Yesterday» Nearly half of the respondents have multiple Smartphone websessions - more multiple sessions per day with the computer. Multiple times Two or three Once Not at dk/ per day times per day all naSmartphone n= 1845 47% 19% 19% 14% 1%Computer n= 1965 68% 15% 13% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: Private smartphone users who use the internet in general / also the computer and who were online in the last 7 days Q19: Now thinking about yesterday how often were you online with ... ? Google Confidential and Proprietary 25
  26. 26. Duration of Online Sessions: Yesterday» Web on Smartphones mostly used for several short sessions -computer for longer ones. One long One short Several long Several short Mixture of dk / session session sessions sessions long & short naSmartphone n= 1575 2% 19% 15% 47% 14% 3%Computer n= 1871 10% 3% 65% 8% 12% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: Private smartphone users who use the internet in general / also the computer and who were online yesterday Q20: And how long were you online for each of these sessions yesterday? Google Confidential and Proprietary 26
  27. 27. Future Internet Usage» Mobile internet with higher anticipated future usage than fixed. Expect to spend … more time about the same less time dk / naSmartphone n= 2000 24% 62% 9% 5%Computer 2% n= 1984 20% 73% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: Private smartphone users who use the internet in general / also the computer Q21: Thinking about the next 12 months what do you expect how will you be using the Internet with your ... ? Google Confidential and Proprietary 27
  28. 28. 4.3 Search
  29. 29. Usage Frequency of Search Engines» Search engines used on daily basis on every second Smartphoneand majority of PCs. Daily Weekly Monthly Less than monthlySmartphone n= 1905 48% 31% 15% 7%Computer n= 1977 87% 11% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: Private smartphone users who use the internet in general / also the computer and who are searching via search engine Q31: How often do you do searches (via Google Yahoo! Bing etc.) on your ... ? Google Confidential and Proprietary 29
  30. 30. Used Search engines» Google ranked first with great competitive advantage - no matter onwhich device. 91% 96% 94% 93% 6% 11% 2% 3% 4% 9% 2% 2% 1% 2% 0% 0% 1% 1% 0% 0% 2% 2% Usage Others general 2% 1% Mainly 5% 0% used None - - 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% n= 2000 / n= 1905 n= 1984 / n= 1977 Base: Private smartphone users who use the internet in general / also the computer and who are searching via search engine Q29: Which of the following search engines do you use to search for information on your ... ? Q30: Which of the following search engines do you use most often on your ... ? Google Confidential and Proprietary 30
  31. 31. Local Searches on the Smartphone» Local searches used on majority of Smartphones – followed byaction by 41% and even purchase by one third. 100% Daily 90% 14% Visited a business 41% 80% Visited the website of a business or service 34% Weekly 70% 26% Looked up business or service 60% on a map or got directions to 34% a business or service Monthly 50% 25% 40% Made a purchase 31% Less than 30% Called the business monthly 18% 25% or service 20% Have not taken any action as Never 10% a result of looking up local 17% 17% information 0% 0% 20% 40% 60% 80% 100% n= 2000 n= 1657 Base: Private smartphone users who use the internet in general / who look at least less than once a month for information Q33: How often do you do searches (via Google Yahoo! Bing etc.) on your ... ? Q34: Which of the following actions have you taken after having looked up this type of information? Google Confidential and Proprietary 31
  32. 32. 4.4 Video
  33. 33. Usage Frequency of Watching Videos» Around every second Smartphone is used to watch videos at leaston monthly base - Higher PC usage frequency. Daily Weekly Monthly Less than monthly NeverSmartphone n= 2000 12% 22% 21% 17% 28%Computer n= 1984 29% 33% 21% 11% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: Private smartphone users who use the internet in general / also the computer Q35: How often do you watch videos via websites or apps on your ... ? Google Confidential and Proprietary 33
  34. 34. Frequency of Forwarding Online Videos» Almost every third user forwards videos on a monthly base – morefrom a computer. Daily Weekly Monthly Less than monthly NeverSmartphone n= 1448 8% 8% 11% 15% 57%Computer n= 1858 11% 14% 17% 17% 41% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: Private smartphone users who use the internet in general / also the computer and who watch at least less than once a month a video Q37: How often do you forward videos you have seen on an online video platform to others on your ... ? Google Confidential and Proprietary 34
  35. 35. Used Video Sites» YouTube ranks 1st - also Facebook is used for watching videocontent and Dailymotion by half of the respondents on the computer. 79% 84% 42% 50% 22% 47% 2% 10% 7% 32% 2% 18% Others 2% 3% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% n= 1448 n= 1858 Base: Private smartphone users who use the internet in general / also the computer and who watch at least less than once a month a video Q36: What sites do you typically visit to access online videos on your ... ? Google Confidential and Proprietary 35
  36. 36. 4.5 Social Networking
  37. 37. Usage Frequency of Social Networks» Social Networks with daily usage by around 40% of the users viaSmartphone and by 56% via PC. Daily Weekly Monthly Less than monthly NeverSmartphone n= 2000 41% 15% 10% 7% 28%Computer n= 1984 56% 14% 8% 5% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: Private smartphone users who use the internet in general / also the computer Q38: How often do you visit a social network (via websites or apps) on your ... ? Google Confidential and Proprietary 37
  38. 38. Frequency of posting Personal Information.» Daily updates by one quarter – regardless of device. Daily Weekly Monthly Less than monthly NeverSmartphone n= 1443 22% 23% 21% 17% 17%Computer n= 1641 27% 26% 21% 16% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: Private smartphone users who use the internet in general / also the computer and who visit at least less than once a month a social network Q40: How often do you share information about yourself (e.g. status messages) on a social network platform with others on your ... ? Google Confidential and Proprietary 38
  39. 39. Used Social Networking Sites.» Facebook with almost 100% and significant competitive advantage! 95% 94% 9% 10% 4% 8% 1% 1% 1% 1% 0% 0% Others 2% 5% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% n= 1443 n= 1641 Base: Private smartphone users who use the internet in general / also the computer and who visit at least less than once a month a social network Q39: What social networks do you typically visit on your ... ? Google Confidential and Proprietary 39
  40. 40. 4.6 Mobile Advertising
  41. 41. Attitude towards Mobile Advertising» One third would not mind mobile ads as long as they receive agoody. 10% have used a mobile coupon.I would not mind receiving ads on mysmartphone if I had any kinds of 30%freebies or rewards for free.I have used a mobile coupon to 10%purchase a product in store. 0% 20% 40% 60% 80% 100% Base: Private smartphone users who use the internet in general, n= 2000; Top-2 boxes Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement. Google Confidential and Proprietary 41
  42. 42. Awareness of Mobile Advertising» The majority has noticed mobile advertising at least sometimes –mostly on apps or search engines. 100% All the time In an app 39% 90% 16% 80% On a search engine 32% Most of the 70% 23% time On a retailer website 32% 60% Sometimes 50% 22% On a video website 25% 40% In a video advertising 15% Rarely 30% 23% 20% Others 4% Never 10% 15% Dont know / no answer 21% 0% 0% 20% 40% 60% 80% 100% n= 2000 n= 1696 Base: Private smartphone users who use the internet in general; n=2000 Q41: How often do you notice advertising when you are using the Internet or an app on your smartphone? Q42: Where have you noticed the advertising when using your smartphone? Google Confidential and Proprietary 42
  43. 43. Actions taken on Advertising» One out of three with “action after ad attention”.Clicked on the ad 14%Visited the website of the advertiseror retailer 12%Looked for more information on mydesktop PC or Internet enabled device 8%Made a purchase 7%Looked for more information on mysmartphone 5%Made a purchase online using mydesktop PC 5%Made a purchase in -store 3%Went to the store/retailer/businessto get additional information 3%Located the advertiser on a map/looked fordirections to the advertisers physical location 3%Called the advertiser or retailer ata later time 2%Made a purchase online using mysmartphone 2%Called the advertiser/retailer by clickingon the phone number on my phone 1%None of these 69% 0% 20% 40% 60% 80% 100% Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 1696 Q43: Which of the following actions if any have you taken as a result of seeing a mobile ad of any type on your smartphone? Google Confidential and Proprietary 43
  44. 44. 4.7 M-Commerce
  45. 45. Relevance of Smartphone for Shopping» More than 20% use the Smartphone for price comparison orproduct information – a little less even changed their mind as a resultof information retrieved via Smartphone.I intentionally have my smartphone withme to compare prices and inform 23%myself about products.I have changed my mind about purchasinga product or service in store as of a result of 18%information I gathered using my smartphone.I have changed my mind about purchasinga product or service online as of a result of 16%information I gathered using my smartphone. 0% 20% 40% 60% 80% 100% Base: Private smartphone users who use the internet in general, n= 2000; Top-2 boxes Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement. Google Confidential and Proprietary 45
  46. 46. Purchases from Smartphone» More than 40% of the purchases are accompanied by Smartphones- mostly at the beginning and in the middle of the process.Use my smartphone at the very beginningof my shopping when I am looking for 29%inspiration ideas etc.Use my smartphone in the middleof my shopping when I try to 14%evaluate the productsUse my smartphone throughoutmy whole shopping 4%Use my smartphone at the very endof my shopping when I will 3%purchase the productsUse my smartphone after my shoppingprocess when I write reviews about the 1%products I purchasedDo not use my smartphone in anyof these situations 58% 0% 20% 40% 60% 80% 100% Base: Private smartphone users who use the internet in general, n= 2000 Q49: When during your shopping process do you generally use your smartphone? Google Confidential and Proprietary 46
  47. 47. Purchase Behaviour via Mobile» 17% have already purchased via Smartphone. No 42% 58% Yes n= 347 17% Yes No 83% Daily Weekly Monthly Less than monthly 8% 7% 30% 56% n= 2000 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% n= 347 Base: Private smartphone users who use the internet in general Q44: Have you ever purchased a product or service over the internet on your smartphone? Q45: Have you made a purchase by using your smartphone in the past month? Q47: How frequently do you purchase products or services with your smartphone? Google Confidential and Proprietary 47
  48. 48. Kind of Goods purchased online/ offline» Higher consumption rate for Smartphone search and buying viacomputer than purchase via Smartphone. and and and and did‘nt Did not research purchased purchased purchased purchased this product via via Smartphone via Computer via Offline it after research smartphoneAll products 14% 29% 20% 27% 96%Clothing or Apparel 4% 11% 4% 8% 74%Entertainment items 4% 11% 6% 9% 70%Tickets 4% 12% 3% 8% 72%Leisure travel 3% 10% 3% 8% 77%Wireless or cell phone service 3% 6% 3% 7% 81%Beauty and cosmetic items 2% 6% 2% 5% 85%Electronics 2% 9% 5% 9% 74%Financial products 2% 3% 2% 5% 88%Grocery and food items 2% 3% 3% 3% 89%Home furnishings 2% 5% 4% 6% 84%Home improvement products 2% 3% 3% 3% 89%Jewellery or watches 2% 5% 2% 4% 88%Business travel 2% 6% 1% 4% 86%Automobiles or auto-related parts or accessories 1% 4% 3% 5% 87%Household cleaning/laundry products 1% 2% 1% 2% 93%Television service 1% 4% 2% 5% 88%Office supplies products or technology 1% 3% 2% 3% 91% Base: Private smartphone users who use the internet in general, n= 2000 Q48: Listed below are various products or services. For each of these products or services please indicate which statement applies to you. Google Confidential and Proprietary 48
  49. 49. Future plans M-Commerce» 11% with a higher purchase rate in the next 12 months viaSmartphone. Yes Don‘t know / 11% no answer 24% 65% No Base: Private smartphone users who use the internet in general, n= 2000 Q51: Do you expect making purchases on your smartphone more often in the next 12 months? Google Confidential and Proprietary 49
  50. 50. Barriers for M-Commerce» Preferred closure of buying process: via computer - one out ofthree with concerns regarding purchase via Smartphone. Would prefer to use a PC/ laptop for these services 74% Doesnt feel secure 26% Too complicated 10% Too expensive 4% Yes 17% 83% No Payment is too complex 4% Never heard of these 2% services Payment features were 2% not available n= 2000 Other mentions 3% 0% 20% 40% 60% 80% 100% n= 1653 Base: Private smartphone users who use the internet in general Q44: Have you ever purchased a product or service over the internet on your smartphone? Q46: Why have you not made a purchase using your smartphone? Google Confidential and Proprietary 50
  51. 51. Demographics
  52. 52. Demographics 1/2 Private Smartphone users who use the internet in general 18 - 24 Years 34% 25 - 34 Years 33% 35 - 44 Years 20% Age 45 - 54 Years 9% 55 + Years 4% Average Ø 31,8 Male 57% Gender Female 43% Low 15%Education Middle 20% High 64% Employed full & part time 70% Student / Apprentice 18%Employment Status Unemployed 8% Parental / sabbatical 2% (Early) retired 2% Base: Private smartphone users who use the internet in general, n= 2000 Demographics Google Confidential and Proprietary 52
  53. 53. Demographics 2/2 Private Smartphone users who use the internet in general Marital Alone 44% Status Together 56% 1 Person 16% 2 Persons 22%Household size 3 Persons 26% 4 Persons 18% 5 Persons and more 18% 0 Children 61% Number 1 Child 21%of children 2 Children 13% 3 Children and more 5% Top (more than 2.000 Euro) 58%Month. net MiddleHH income (1.000 - 1.999 Euro) 22% Low (less than 1.000 Euro) 7% Urban 51% Region Suburban 24% Rural 25% Base: Private smartphone users who use the internet in general, n= 2000 Demographics Google Confidential and Proprietary 53
  54. 54. Mobile InternetInsightsReport FranceIpsos MediaCT GermanyThe Media, Content and Technology Research SpecialistsMarch 2011

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