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Isobar Mobile Internet #DMF11

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One year after the launch of the iPad in Belgium (and several other Tablets available) as a strong increase of the usage of Smartphones, Mobile Internet is a major trend in the digital world. We observe important consequences for media consumption and for advertising. Concretely, what is the situation in Belgium ? (presentation illustrated with exclusive datas and insights, and a link to a White Paper about Mobile marketing)

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Isobar Mobile Internet #DMF11

  1. 1. Key facts Mobile Internet in Belgium October 2011 matthieu.vercruysse@isobar.com
  2. 2. MEDIA OPPORTUNITIESCONSUMPTION FOR BRANDS Copyright 2010 Aegis Media Belgium | Isobar. All rights reserved
  3. 3. What about you ? PS : iPhone 5 doesn’t exist … yet ! Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  4. 4. 98% of the population 15-70 years old own a mobile phone 20% of the population own a Smartphone 52% of Smartphone owners connect to internet thanks to their mobile at least several times a week (10,2% of the pop) 31% of everyday … or nearly (6,2% of the pop) Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
  5. 5. Core targets100% 1 1 2 3 2 2 2 4 790%80%70% 63 66 67 71 70 7360% 74 78 79 84 82 No GSM50% 92 GSM, no smartphones Yes, maybe40% Yes, certainly 12 3 730% 4 7 4 520% 4 7 31 4 5 26 25 2710% 20 22 23 18 14 11 4 13 5 0% Total Dutch French Men Women 15-24 25-44 45-54 55-70 SG1-2 SG3-4 SG5-8 Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
  6. 6. Intention of purchase 18% of the non-owners intend on buying a Smartphone Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
  7. 7. Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
  8. 8. Awareness of tablets‘Did you know about the tablets existence’ - based on stimuli100% 1 6 6 6 10 11 12 12 12 14 1590% 19 19 21 19 21 24 26 25 26 3180% 36 39 37 5370%60%50% 99 94 94 94 No 90 89 89 88 88 86 85 Yes40% 81 81 79 81 79 76 74 75 74 6930% 64 61 63 4720%10% 0% July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May Total 15-24 25-44 45-54 55-70 Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
  9. 9. Tablets - penetration & buying intention No Already own a 43,5% Tablet 4,0% Yes, certainly in the next few days or weeks 6,8% Probably in the Maybe one day next few month 41,1% 4,6% Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
  10. 10. Innovation curve
  11. 11. Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
  12. 12. How long per day ? More than 2h 12% Between 1h30 & 2h 10% Between 1h & 1h30 15% 57% use it moreBetween 45 min and 1h 20% than 45 min a dayBetween 30 and 45 min 19%Between 15 and 30 min 18% Less than 15 min 7% Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  13. 13. Where ? The main place Living room 54% Bedroom 15%During my travels (metro, plane, TGV...) 13% Place of work 7% Home office 5% Kitchen 2% At school, at university 2% Home - other room 1% Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  14. 14. Tablet use : MediaConcernant les médias dit ‘classiques’ (journaux, magazines, chaines de télévision,radios, …), consultez-vous certains sites ou applications de ces médias sur votretablette numérique ? Dailies 56% 29% 15% Magazines 27% 46% 27% TV channel (information site) 26% 44% 30% TV channel (video) 20% 48% 32% Radio 15% 38% 46% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Often Occasionally Never Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  15. 15. Newspapers Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  16. 16. TV # scenario 1 : The line is broken Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  17. 17. TV # scenario 2 : a better TV experience http://www.youtube.com/watch?v=ZY6oJR38OoI Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  18. 18. TV # scenario 3 : Always & Everywhere Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  19. 19. TV # scenario 4 : use Tablets as a remote Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  20. 20. Media center ? Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  21. 21. Hierarchy of devicesphones tablets laptops Copyright 2011 Aegis Media Belgium | isobar All rights reserved Copyright 2010 Aegis Media Belgium | gate one. All rights reserved
  22. 22. Tablets Smartphone Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  23. 23. operating systems & standardsCopyright 2010 Aegis Media Belgium | gate one. All rights reserved
  24. 24. The Big Five competition Q1 2010 Q1 2011 2% 3% 2% 3% iPhone 4% 12% iPod touch 10%3% iPad 0,5% 37% 4% Windows Android 13% 62% SymbianOS Blackberry 38% Others 6% X 4.8 Number of visits from mobile: Number of page views: X 5.4 Source: iProspect (Aegis Media Belgium) - Number of visits to a selection of representative Belgian websites.
  25. 25. 8 out of 10 brands not ready for mobile !according to Ian Carrington, head of mobile (EMEA), Google. Speaking at the IAB Mobile Engage 2011 today (14 June), Source: iProspect (Aegis Media Belgium) - Number of visits to a selection of representative Belgian websites.
  26. 26. Average # of downloaded apps, paid or free : 16Average # of paid apps : 8Average # of regular used apps : 8 Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  27. 27. Mobile for brands … or download on www.WPMOBILE.be Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  28. 28. 8 steps for an efficient mobile strategy Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  29. 29. 1. What are your MarCom objectives ? Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  30. 30. Attention Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  31. 31. Interest Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  32. 32. Interest Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  33. 33. Interest Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  34. 34. Desire Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  35. 35. Action Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  36. 36. 1: What are your MarCom objectives ? + • Dialogue • Engagement Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  37. 37. Google Goggles http://www.youtube.com/watch?v=Hhgf z0zPmH4&feature=player_embedded
  38. 38. Google Goggles http://www.youtube.com/watch?v=Hhgf z0zPmH4&feature=player_embedded
  39. 39. Google Goggles http://www.youtube.com/watch?v=Hhgf z0zPmH4&feature=player_embedded
  40. 40. Keep in touch … matthieu.vercruysse@isobar.com www.facebook.com / IsobarBelgium Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  41. 41. Thank you Septembre matthieu.vercruysse@is Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  42. 42. 1. The Chocolate Barometer• Survey parameters – Permanent measurement of the « mobile connected-devices » market in Belgium ; Smartphones and Tablets – Started in July 2010 (=launch of the iPad in Belgium) – Waves : July 10 – Sept 10 – Nov 10 – Feb 11 – May 11 - (Next November)• Methodology – 500 interviews face-to-face (Research Solution) – Representative of the population 15-70 Yo (based on the CIM standards) – Via the deepblue (Aegis Media) monthly tracking tool : Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  43. 43. 2. Tablets usage & attitudes : panel• Partnership – ANT Research, Dialog Solutions, Isobar• Methodology – Quantitative : 2.797 interviews – 289 people have a tablet – Qualitative: online private communities – 62 active participants – May / June 2011 Copyright 2011 Aegis Media Belgium | isobar All rights reserved

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