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Denmark
2015 Key mobile trends
Foreword
Denmark – 2015 key mobile trends
foreword
During the recent years – mobile advertising has
experienced heavy growth in Denmark. A growth that is
set to continue in the years ahead of us.
Danes are generally considered as being one of the most
mobile-savvy consumers worldwide and they are
increasingly becoming less dependent on both physical
shops and computers.
While many brands operating in Denmark successfully have
adapted to this mobile-facing behavior – there is room for
improvement.
1/3 of brands operating in Denmark still fail to respond the
mobile consumer demands by the lack of mobile optimized
sites and landing pages.
Consequently, more than 40% of consumers have tried to run
away from a poorly optimized mobile brand to a competitor
that could deliver the desired experience.
On that basis, the market still holds plenty of space
for those who continue to invest in a well-thought and
innovative mobile strategy that can make the lives of Danish
consumers easier.
That is why, we in the following pages give you the room to
explore the opportunities the Danish market holds for mobile
first companies like yours.
Enjoy!
eMarketer:	
  Mobile	
  ad	
  spending	
  more	
  than	
  doubles	
  in	
  Denmark	
  2014	
  
Danish consumers feel comfortable to use their
mobile devices for purchasing and interacting
with various products and services. This accounts
for travel, music streaming services and
subscriptions to magazines, newspapers or
physical products such as clothing, electronics and
healthcare.
Denmark
Market overview
mobile market overview
Denmark – 2015 key mobile trends
The market overviewThe market overview
In Denmark mobile ad spending is expected to drive
the digital ad growth and by 2018 eMarketer
estimates that mobile will claim almost 70% of all
digital media spending in the country.
In 2014 mobile took a 12.5% share of total media ad
spend in Denmark, which was the second highest
portion globally. Only UK achieved a higher share
with 13.4%.
While there are many great explanations behind the
booming mobile ad spend in Denmark – the mobile-
savvy consumers are with no doubt one of them.
An astounding 87.5% of Denmark’s population –
or 4.9 million consumers became mobile users
in 2014. By 2017, Denmark will become the
worldwide leader in terms of smartphone
penetration with 83.2% of the population, or
92.7% of mobile phone users using a
smartphone.
eMarketer:	
  Mobile	
  ad	
  spending	
  more	
  than	
  doubles	
  in	
  Denmark	
  2014	
  
Almost 3 out of 4 Danes have a
smartphone – and more than 2
million consumers use their
smartphone daily to get online.
Only 48% used
desktop for internet
access in 2014. This
is a 15% (63%) since
2013.
In the same period
the mobile internet
access has grown
from 22% to 34%.
And the use of
internet access from
tablets has grown
from 15% to 19%.
Heavy growth in mobile
internet traffic
mobile market overview
Denmark – 2015 key mobile trends
Danske Medier: Mobilannoncering 2015
On average Danes
use 30 hours & 15
minutes in apps
every month
Time spent on
apps
mobile market overview
Denmark – 2015 key mobile trends
DIBS – Nordic E-Commerce 2014
86% 43% 21%26%
Of Danish
smartphone users
notice mobile
advertisements
Surf on their
smartphone or tablet
while watching TV
Always look for
product/service
reviews on their
mobile devices pre-
purchase
Have searched for a
product/service
after seeing a
mobile ad
TNS Gallup Mobile Devices 2014
The Danish mobile audience
mobile market overview
Denmark – 2015 key mobile trends
Denmark
M-commerce &
Consumer Behavior
M-commerce is growing
2012
19%
2013
30%
2014
36%
Mobile commerce & Consumer Behavior
Denmark
During the past two years the
number of Danes shopping on
their mobile devices has
increased by 47,2%
DIBS – Nordic E-Commerce 2014
Danske Medier: Mobilannoncering 2015
28%
Of mobile
web searches
result in a
purchase,
store visit or a
phone call
Of mobile web searches
are made within one hour
before a purchase
55%
Of mobile web
searches
contribute with
some kind of
business value
fx. store visit,
web shop visit
etc.
73%
The impact of Mobile search
Mobile commerce & Consumer Behavior
Denmark
Mobile shopping ON smartphones
When purchasing something
with a smartphone, 40% of
Danes shop through apps,
while only 26% use A mobile
browser.
DIBS – Nordic E-Commerce 2014
Mobile commerce & Consumer Behavior
Denmark
Mobile shopping ON tablets
When purchasing something
with a tablet, 39% of Danes
shop through a browser,
while 30% use an app.
DIBS – Nordic E-Commerce 2014
Mobile commerce & Consumer Behavior
Denmark
Two years ago 19% shopped via
smartphones or tablets. In 2014
this number grew to 33%.
Mobile shopping is increasing
significantly in all age groups. It
decreases somewhat with age,
but the fact is that every fourth
person in the age group 55-64
have used their smartphone or
tablet for shopping.
DIBS – Nordic E-Commerce 2014
40
30
20
10
0
%
Electronics Home deco travel media clothing healthcare service
What Danes shop on mobile?
DIBS – Nordic E-Commerce 2014
Mobile commerce & Consumer Behavior
Denmark
35%
28%
21%
23%
18%
42%
32%
13%
Mobile gender patterns
travelMedia clothing electronics
While the biggest share of females prefer to buy clothes followed by
media with their mobile devices, men are more likely to shop for
media followed by electronics.
DIBS – Nordic E-Commerce 2014
Mobile commerce & Consumer Behavior
Denmark
Differences in ad click behavior
across devices and various
audiences appear in Denmark.
The click rate for females are
generally higher than for men
on mobile.
In addition, the 55+ age group
generally has higher click
through rates compared to
other age groups.
DIBS – Nordic E-Commerce 2014
Mobile Shopping is increasing
across all age groups
60
50
40
30
20
10
0
%
15-24 25-34 35-44 45-54 55-64
2012
2013
2014
DIBS – Nordic E-Commerce 2014
Mobile commerce & Consumer Behavior
Denmark
The younger audiences use
mobile devices significantly more
than the elderly in Denmark.
In comparison, the mobile use
among the elderly is growing at
least twice as fast. There is no
longer an Early adopters market.
Instead the whole market is
perceived as fully mature, which
just continues to grow.
Danske Medier – Mobilannoncering 2015
Denmark
Mobile advertising
Operating in a mature market
means that it only is the highly
relevant mobile services that
create close relationships
between the users and the
developers/brands.
These are especially services,
which give the users control and
convenience.
In Denmark, banks have
successfully adapted to these
mobile consumer demands.
while other sectors still face
many untapped self-service,
dialogue & context based
opportunities.
Days of the week with highest
advertisement interaction
Mon tue wed satfrithu sun
Leadmill Insights Denmark 2015
Mobile Advertising
Denmark
Am 01 02 03 04 05 06 07 08 09 10 11 12
PM 13 14 15 16 17 18 19 20 21 22 23 24
Leadmill Insights Denmark 2015
Mobile Advertising
Denmark
Leadmill Insights Denmark 2015
Most mobile actions take
place during the weekend
and occur between 17-21 pm.
Denmark
Summary
Summary
Denmark – 2015 key mobile trends
Mobile is booming in Denmark and it is evident that
consumers embrace innovative mobile solutions to
enrich their online experiences.
Overall, Danes prefer to use mobile web for quick
information search – often at last-minute pre-purchase
search, while apps often are applied for a deeper level
of engagement such as purchase.
During the study, we have also discovered certain
differences in behavior among genders.
When purchasing something with their mobile
devices in hand, females tend to buy travels and
clothes while men are more in to media and
electronics.
eMarketer:	
  Mobile	
  ad	
  spending	
  more	
  than	
  doubles	
  in	
  Denmark	
  2014	
  
Summary
Thereby travel & fashion brands might find great
values focusing their advertising on women across
age groups, when striving for ad interaction and
mobile purchases.
Mobile shopping is increasing in Denmark. Not only
among Millennial’s but also the older age groups,
where more than 25% of the 55-64 year olds have
purchased something with their mobile device within
the last year.
Summary
Denmark – 2015 key mobile trends
Given the positive developments and consumer
expectations, the future looks very bright and
promising for advertisers and app developers that are
ready to take the full advantage of the world’s leader
when it comes to mobile penetration.
With an ever increasing number of Danes, who
become independent of their desktops – mobile has
to be a well-integrated part of every marketing
strategy if aiming for success in the Danish market.
To gain success however, advertisers must create an
environment around mobile that reflects an
understanding of the mobile consumer needs and
enriches the user’s experience across devices and
platforms.
eMarketer:	
  Mobile	
  ad	
  spending	
  more	
  than	
  doubles	
  in	
  Denmark	
  2014	
  
Summary
About Leadmill
Leadmill is an innovative mobile advertising
company with Scandinavian roots but a
worldwide reach that makes it effortless for
advertisers to acquire, engage and retain
unique audiences on mobile.
About Leadmill
Through powerful targeting options and a
ROI focused product suite, we make sure
that brands can interact and build profitable
relationships with customers at all touch
points of their consumer journey.
By aggregating a wide array of handpicked
media partners and networks, Leadmill has
billions of unique impressions available
worldwide for all mobile devices.
Are you ready to win new market
shares in Denmark?
JOIN US FOR A TALK- NO STRINGS ATTACHED!
E:requests@leadmill.com W: Leadmill.com T: +(45) 36 94 63 74

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Danmark: Key 2015 Mobile Trends

  • 2. Foreword Denmark – 2015 key mobile trends foreword During the recent years – mobile advertising has experienced heavy growth in Denmark. A growth that is set to continue in the years ahead of us. Danes are generally considered as being one of the most mobile-savvy consumers worldwide and they are increasingly becoming less dependent on both physical shops and computers. While many brands operating in Denmark successfully have adapted to this mobile-facing behavior – there is room for improvement. 1/3 of brands operating in Denmark still fail to respond the mobile consumer demands by the lack of mobile optimized sites and landing pages. Consequently, more than 40% of consumers have tried to run away from a poorly optimized mobile brand to a competitor that could deliver the desired experience. On that basis, the market still holds plenty of space for those who continue to invest in a well-thought and innovative mobile strategy that can make the lives of Danish consumers easier. That is why, we in the following pages give you the room to explore the opportunities the Danish market holds for mobile first companies like yours. Enjoy! eMarketer:  Mobile  ad  spending  more  than  doubles  in  Denmark  2014   Danish consumers feel comfortable to use their mobile devices for purchasing and interacting with various products and services. This accounts for travel, music streaming services and subscriptions to magazines, newspapers or physical products such as clothing, electronics and healthcare.
  • 4. mobile market overview Denmark – 2015 key mobile trends The market overviewThe market overview In Denmark mobile ad spending is expected to drive the digital ad growth and by 2018 eMarketer estimates that mobile will claim almost 70% of all digital media spending in the country. In 2014 mobile took a 12.5% share of total media ad spend in Denmark, which was the second highest portion globally. Only UK achieved a higher share with 13.4%. While there are many great explanations behind the booming mobile ad spend in Denmark – the mobile- savvy consumers are with no doubt one of them. An astounding 87.5% of Denmark’s population – or 4.9 million consumers became mobile users in 2014. By 2017, Denmark will become the worldwide leader in terms of smartphone penetration with 83.2% of the population, or 92.7% of mobile phone users using a smartphone. eMarketer:  Mobile  ad  spending  more  than  doubles  in  Denmark  2014  
  • 5. Almost 3 out of 4 Danes have a smartphone – and more than 2 million consumers use their smartphone daily to get online. Only 48% used desktop for internet access in 2014. This is a 15% (63%) since 2013. In the same period the mobile internet access has grown from 22% to 34%. And the use of internet access from tablets has grown from 15% to 19%. Heavy growth in mobile internet traffic mobile market overview Denmark – 2015 key mobile trends Danske Medier: Mobilannoncering 2015
  • 6. On average Danes use 30 hours & 15 minutes in apps every month Time spent on apps mobile market overview Denmark – 2015 key mobile trends DIBS – Nordic E-Commerce 2014
  • 7. 86% 43% 21%26% Of Danish smartphone users notice mobile advertisements Surf on their smartphone or tablet while watching TV Always look for product/service reviews on their mobile devices pre- purchase Have searched for a product/service after seeing a mobile ad TNS Gallup Mobile Devices 2014 The Danish mobile audience mobile market overview Denmark – 2015 key mobile trends
  • 9. M-commerce is growing 2012 19% 2013 30% 2014 36% Mobile commerce & Consumer Behavior Denmark During the past two years the number of Danes shopping on their mobile devices has increased by 47,2% DIBS – Nordic E-Commerce 2014
  • 10. Danske Medier: Mobilannoncering 2015 28% Of mobile web searches result in a purchase, store visit or a phone call Of mobile web searches are made within one hour before a purchase 55% Of mobile web searches contribute with some kind of business value fx. store visit, web shop visit etc. 73% The impact of Mobile search Mobile commerce & Consumer Behavior Denmark
  • 11. Mobile shopping ON smartphones When purchasing something with a smartphone, 40% of Danes shop through apps, while only 26% use A mobile browser. DIBS – Nordic E-Commerce 2014 Mobile commerce & Consumer Behavior Denmark
  • 12. Mobile shopping ON tablets When purchasing something with a tablet, 39% of Danes shop through a browser, while 30% use an app. DIBS – Nordic E-Commerce 2014 Mobile commerce & Consumer Behavior Denmark
  • 13. Two years ago 19% shopped via smartphones or tablets. In 2014 this number grew to 33%. Mobile shopping is increasing significantly in all age groups. It decreases somewhat with age, but the fact is that every fourth person in the age group 55-64 have used their smartphone or tablet for shopping. DIBS – Nordic E-Commerce 2014
  • 14. 40 30 20 10 0 % Electronics Home deco travel media clothing healthcare service What Danes shop on mobile? DIBS – Nordic E-Commerce 2014 Mobile commerce & Consumer Behavior Denmark
  • 15. 35% 28% 21% 23% 18% 42% 32% 13% Mobile gender patterns travelMedia clothing electronics While the biggest share of females prefer to buy clothes followed by media with their mobile devices, men are more likely to shop for media followed by electronics. DIBS – Nordic E-Commerce 2014 Mobile commerce & Consumer Behavior Denmark
  • 16. Differences in ad click behavior across devices and various audiences appear in Denmark. The click rate for females are generally higher than for men on mobile. In addition, the 55+ age group generally has higher click through rates compared to other age groups. DIBS – Nordic E-Commerce 2014
  • 17. Mobile Shopping is increasing across all age groups 60 50 40 30 20 10 0 % 15-24 25-34 35-44 45-54 55-64 2012 2013 2014 DIBS – Nordic E-Commerce 2014 Mobile commerce & Consumer Behavior Denmark
  • 18. The younger audiences use mobile devices significantly more than the elderly in Denmark. In comparison, the mobile use among the elderly is growing at least twice as fast. There is no longer an Early adopters market. Instead the whole market is perceived as fully mature, which just continues to grow. Danske Medier – Mobilannoncering 2015
  • 20. Operating in a mature market means that it only is the highly relevant mobile services that create close relationships between the users and the developers/brands. These are especially services, which give the users control and convenience.
  • 21. In Denmark, banks have successfully adapted to these mobile consumer demands. while other sectors still face many untapped self-service, dialogue & context based opportunities.
  • 22. Days of the week with highest advertisement interaction Mon tue wed satfrithu sun Leadmill Insights Denmark 2015 Mobile Advertising Denmark
  • 23. Am 01 02 03 04 05 06 07 08 09 10 11 12 PM 13 14 15 16 17 18 19 20 21 22 23 24 Leadmill Insights Denmark 2015 Mobile Advertising Denmark
  • 24. Leadmill Insights Denmark 2015 Most mobile actions take place during the weekend and occur between 17-21 pm.
  • 26. Summary Denmark – 2015 key mobile trends Mobile is booming in Denmark and it is evident that consumers embrace innovative mobile solutions to enrich their online experiences. Overall, Danes prefer to use mobile web for quick information search – often at last-minute pre-purchase search, while apps often are applied for a deeper level of engagement such as purchase. During the study, we have also discovered certain differences in behavior among genders. When purchasing something with their mobile devices in hand, females tend to buy travels and clothes while men are more in to media and electronics. eMarketer:  Mobile  ad  spending  more  than  doubles  in  Denmark  2014   Summary Thereby travel & fashion brands might find great values focusing their advertising on women across age groups, when striving for ad interaction and mobile purchases. Mobile shopping is increasing in Denmark. Not only among Millennial’s but also the older age groups, where more than 25% of the 55-64 year olds have purchased something with their mobile device within the last year.
  • 27. Summary Denmark – 2015 key mobile trends Given the positive developments and consumer expectations, the future looks very bright and promising for advertisers and app developers that are ready to take the full advantage of the world’s leader when it comes to mobile penetration. With an ever increasing number of Danes, who become independent of their desktops – mobile has to be a well-integrated part of every marketing strategy if aiming for success in the Danish market. To gain success however, advertisers must create an environment around mobile that reflects an understanding of the mobile consumer needs and enriches the user’s experience across devices and platforms. eMarketer:  Mobile  ad  spending  more  than  doubles  in  Denmark  2014   Summary
  • 28. About Leadmill Leadmill is an innovative mobile advertising company with Scandinavian roots but a worldwide reach that makes it effortless for advertisers to acquire, engage and retain unique audiences on mobile. About Leadmill Through powerful targeting options and a ROI focused product suite, we make sure that brands can interact and build profitable relationships with customers at all touch points of their consumer journey. By aggregating a wide array of handpicked media partners and networks, Leadmill has billions of unique impressions available worldwide for all mobile devices.
  • 29. Are you ready to win new market shares in Denmark? JOIN US FOR A TALK- NO STRINGS ATTACHED! E:requests@leadmill.com W: Leadmill.com T: +(45) 36 94 63 74