Factsheet Uk Germany

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Factsheet Uk Germany

  1. 1. FACTSHEET UK VERSUS GERMANY Mobile usage Monthly & Weekly usage UK Monthly & Weekly usage Germany Call 99% Call 99% 91% 80% Voicemail 82% Voicemail 40% 57% 23% SMS 96% SMS 87% 90% 67% MMS 62% MMS 36% 32% 14% Shortcode 26% Shortcode 10% 9% 4% Surfing 62% Surfing 19% 38% 11% E-mail 43% E-mail 14% 27% 9% Chat 40% 9% 28% Chat 6% Social networks 37% 11% 24% Social networks 7% Download content 27% 11% 12% Download content 5% Upload content 19% 9% 8% Upload content 5% Information services 55% 21% 30% Information services 11% Ringtones/Wallpapers 21% 10% Ringtones/Wallpapers 5% 4% TV broadcast 11% 6% 5% TV broadcast 57% 3% Music (radio/MP3) Music (radio/MP3) 37% 37% 26% Take pictures 88% Take pictures 71% 58% 73% 38% Send pictures 42% 37% Send pictures 55% 19% Record video 39% 23% Record video 58% 18% Bluetooth 26% 25% Bluetooth 12% Applications 22% 11% Applications 10% 49% 5% Games 41% 25% Games 49% 22% Navigation 14% 15% Navigation 17% 8% Payments 6% Payments 7% 3% More than once a month More than once a week Comments: • Calling and SMS are the most popular functions of the mobile phone in both countries • UK usage is more intensive (91% calls and 90% texts more than once a week versus respectively 80% and 67% for Germany) • Mobile internet usage in UK has reached the critical mass (62% once a month or more), whereas usage in Germany is still in early adopter phase (19%) • UK usage is also much more extensive and diverse when it comes to other services, with the exception of games (Germany 41% more than once a month; UK 49%) and taking pictures (Germany 71% more than once a month; UK 88%) Advertising helps me choose what to buy Advertising on my phone is trustworthy Comments: • Attitudes towards 50% 54% advertising are 43% 45% similar for both countries; but foremost positive • The majority in both UK (57%) and UK Germany UK Germany Germany (55%) do not find advertising Agree Disagree UK Germany trustworthy © ÆNEAS STRATEGY CONSULTING & MANAGEMENT B.V.
  2. 2. FACTSHEET UK VERSUS GERMANY 100% Attitude drivers 90% 80% Positive attitude 70% UK 60% GERMANY 50% U men 40% G men 69% 74% 61% 65% 67% U women 30% 55% 60% 20% G women 32%39% 63% 61% 61% 69% 71% 72% 73% 10% U 16-24 0% G 16-24 Initial Privacy Profile Preferences Relevance Permission Control Incentive information Drivers Q: What is your attitude towards receiving brand messages on your mobile phone, if …? ing Comments: • Initially the attitude towards mobile advertising for both countries is low (especially compared to ude other media; TV UK: 70%, GER 79%; Internet UK: 59%, GER: 73%, Newspapers UK: 77% GER: 82%) GER: • Germans (39%) are more positive to towards brand messages on their mobile than inhabitants of the UK (32%) • Initial attitudes change most if users are placed in control (UK: 69%, GER:72%) and are incentivized (UK: 74%, GER: 73%); control is more important for Germans • In both countries men (UK: 30% GER: 34%) are less positive than women (UK: 34%, GER: 42%) and 30%, also less influenced by the different attitude driv d drivers • Youngsters (16-24) have the most positive attitude; especially when incentivized (UK: 84%, GER: 24) attitude; 92%) Permission Comment: UK Germany • The majority of UK and German users would grant Incentives 64% 71% permission to receive advertising if offered something in + Control 70% 70% return + Relevance 64% 63% Q: If a company would ask you to receive brand messages on your mobil phone and you are incentivized with the incentive of your cho o mobile th choice (and …..), would you grant them permission? Comment: Awareness mobile advertising channels • UK market is much 50% 42% 37% more focused on 40% new mobile 30% 19% 25% 20% 16% 10% advertising 16% 10% 5% 7% channels such as 6% 6% 11% 8% 0% 5% display and MMS, SMS 5% MMS 4% whereas Germany Voice P2P SMS Idle screen concentrates on Display Games Germany UK Applications traditional channels as SMS Q: Have you ever been confronted with the following offers on your mobile phone? and voice © ÆNEAS STRATEGY CONSULTING & MANAGEMENT B.V.
  3. 3. FACTSHEET UK VERSUS GERMANY Mobile Advertising Research This factsheet is a brief summary of the primary research that has been conducted in 2009 amongst 1000 end users in both the UK and Germany. They are part of MobADUK (which was concluded with an event in Londen, June 2009) and MobAdGermany a global research project that has also taken place in the Netherlands in 2008. The objective of this project is to expertly document the state of the mobile advertising industry in individual countries, provide insights on different perspectives throughout the entire mobile ecosystem and identify growth opportunities in the emerging mobile advertising marketplace. The aim of the research is to inspire stakeholders, shareholders and users worldwide about the added value of mobile in the media mix and to provide a clear road-map for growth. The primary research results of MobAdGermany will be complemented with in-depth interviews with executives at brands, agencies, mobile networks and enablers, executed by our local partner Mobile Zeitgeist as well as desk research. Research will be coordinated and conducted by Aeneas Strategy Consulting and Management, an international consultancy firm focused on strategy & business development for the telecommunications market and global mobile industry. Düsseldorf - January 14 - 2010 MobAdGermany is a one-day event designed to bring mobile advertising executives in the German market together to inspire the development of the local mobile advertising market. Operators, creatives, media agencies, brands, enablers, publishers and infrastructure suppliers will share insights and discuss opportunities and hurdles. Making advertising mobile The event and research will cut through the hype surrounding the mobile advertising industry, giving a clear and true representation of the state of the current market as well as highlighting key industry strategies to stimulate mobile advertising revenue growth. For more information please contact: Atva van Zanten +31 6 41439757 atva@aeneasstrategy.nl www.aeneasstrategy.nl www.mobileadvertisingresearch.com - www.mobile-zeitgeist.com - www.camerjam.com © ÆNEAS STRATEGY CONSULTING & MANAGEMENT B.V.

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