MWG Go Mobile - Martin Warmelink (TNS/NIPO)


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Presentatie van Martin Warmelink (TNS/NIPO) bij MWG Go Mobile op 11 oktober 2011 jl.

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MWG Go Mobile - Martin Warmelink (TNS/NIPO)

  1. 1. Mobile Life Netherlands | TNS Nipo
  2. 2. Media expertise [email_address] Technology expertise [email_address] Digital Strategy Consultant [email_address]
  3. 3. Mobile Life: Now into its sixth year, coverage has expanded significantly in Africa <ul><li>North America: USA, Canada </li></ul><ul><li>Europe: UK, France, Germany, Spain, Italy, Netherlands, Sweden, Russia </li></ul><ul><li>Developed Asia: Australia, Hong Kong, Japan, South Korea, Malaysia, New Zealand , Singapore, Taiwan </li></ul><ul><li>China </li></ul><ul><li>India </li></ul><ul><li>Emerging Asia: Indonesia, Pakistan, Philippines, Thailand, Vietnam </li></ul><ul><li>Latin America: Argentina, Brazil, Chile, Cost Rica , Guatemala, Mexico </li></ul><ul><li>Middle-East & North Africa: Morocco , Saudi Arabia, UAE </li></ul><ul><li>Sub-Saharan Africa: Benin , Cameroon , Ghana , Kenya, Nigeria, Senegal , South Africa, Tanzania , Uganda </li></ul>43 markets; 34,433 respondents New markets for 2011
  4. 4. Mobiles are the world’s must-have device… Likely to buy Current ownership I got one, but I want a better / faster / cooler / newer one
  5. 5. … and this is not different in the Netherlands Likely to buy Current ownership I got to get me one of these Replacement is postponed for now
  6. 6. Tablets will continue to co-exist along with other technology devices Reasons for buying a Tablet (Tablet owners and intenders) – Netherlands Bases: All tablet owners and intenders 5561 / 52 / 34 / 18 Highest purchase intention among males of 50 years and up
  7. 7. PC still remains the preferred device by the Dutch for the majority of activities, however tablets are making inroads across a range of tasks Preferred devices for activities Bases: All mobile users 29777 / 10183 / 3947 / 501 / 245 / 256 / 75 / 102 / 103 / 110 / 111 Prefer PC Prefer Mobile Prefer tablet
  8. 8. Hong Kong residents are very active in public transport while commuting to work, but less so on their way home; the Dutch are stuck in traffic
  9. 9. Indians keep on gaming even during dinner; Dutch gaming and internet usage peak again after dinner
  10. 10. Consumers demand more from imaging tools and will boost the use of mobile data Standard imaging features are becoming saturated with little room for growth; progressive alternatives such as Social Video and Live TV will now drive the market forward
  11. 11. With conventional mobile imaging reaching saturation, growth is coming from the ‘long tail’ of new services such as social video and live TV B1: Service usage Bases: All mobile users 24331 22360 % Using
  12. 12. Focusing on mobile video services to such as video calling, live TV and streaming of TV/video will drive growth A22: Service usage / A23: Service demand from non-users Bases: All mobile users 29777 Still camera Download TV/Video Video camera Stream TV/Video MMS Watch Live TV Video calling Frequency of use Growth potential Social video Upload pics/video to mobile internet Upload pics/video to PC Feature prioritisation Size of bubble = Current usage level High growth potential
  13. 13. <ul><li>Content brands are </li></ul><ul><li>becoming king </li></ul>
  14. 14. The new convergence has consumer utility at its heart Convergence of functionality Divergence of brand plays What my technology does What I can do with my technology
  15. 15. In the mind of the Mobile Consumer, handset brands are most prominent, network brands take second place Consumer commitment to brands by category Bases: All mobile users 22319 29777 2010 2011 Content brands include all third party content on the mobile, from Amazon and eBay through to Facebook and Twitter …but the influence of content brands is becoming more important fast <ul><li>importance of brand choice </li></ul><ul><li>brand rating </li></ul><ul><li>attraction to alternatives </li></ul>53 51
  16. 16. In the Netherlands the Mobile Consumers are extremely committed to their handset brands 2010 2011 Bases: All mobile users in Netherlands 2011: 487/ 2010: 495 Consumer commitment to brands by category Network brands are at the bottom of the list APPIFICATION of EVERYTHING ‘ freemium’ strategy likely to be most successful
  17. 17. <ul><li>The OS race </li></ul><ul><li>will continue </li></ul>
  18. 18. Both iOS and Android have a strong base of highly loyal users – but they have different reasons for their success Bases: All Smartphone users 9929 Likelihood to stay with current OS Handset and Content based More Content based Current OS market shares
  19. 19. Apple has (by far) the strongest relationship with its users, in spite of their relatively low market share in the Netherlands % users who are committed to brand Bases: All mobile users 492 And Apple is a highly aspired brand among non-users too Constantly putting pressure on competitors 2010 76 55 53 37
  20. 20. For Smartphone users content brands are relatively important OS brand strength is reliant on their ability to deliver compelling content More committed to Handset and Network brand Conservative users Bases: All mobile users 29777 8932 4940 1032 994 392 454 (under selection of Smartphone possession) Share of commitment to brand by OS Use 10 mobile services Most committed to Content brand Handset brand less important Most committed to Handset brand Network brand ‘irrelevant’ Use 9 mobile services Use 6 mobile services
  21. 21. Consumer Segmentation for Dummies
  22. 22. Consumers have different needs ….. Dominant Consumer Needs Sociable, friendly Effective, efficient Knowledgeable, informed Under control, on top of things Under control, on top of things Fun, pleasure Knowledgeable, informed Intelligent, thinking A sense of freedom, escape Amused, entertained Fun, pleasure
  23. 23. And consumers differ………..
  24. 24. TNS Digital Lifestyles <ul><ul><li>TNS Digital Lifestyles is a segmentation based on online behaviour and attitude against the internet. </li></ul></ul>Networkers Functionals Aspirers Knowledge Seekers Communicators Influencers
  25. 25. Number of friends Digital Engagement S/E Europe MENA India China Dev Asia Involvement Consumption Male Female Younger Older Employed Not employed High Low Frequency of internet access Open to brands Brands are intrusive Level of online purchasing (out of six) 1 st Above average touchpoints ONLINE OFFLINE Branded sites Offline media Retailer sites Retail shop Price comparison Offline WOM Search engine User review on blog Review sites Social network comments Internet allows me to stand out and be different Internet allows freedom of expression that I don´t have in the offline world Internet enables me to belong and be accepted by my friends In the online world, I can better express my feelings I am concerned about data protection and privacy in the internet ALL Global segmentation. See methodology pack for details Base: Influentials n=8217 “ The internet is an integral part of my life” Meet the INFLUENCERS Digital Engagement Digital Activities Digital Attitudes Where? Who? Brand interaction H H H H L
  26. 26. How to activate the Influencers Primary activation channels Influencers are heavy users of SN and are highly active in making brand comments SN fulfils the emotional need of feeling carefree/uninhibited’, and more generally for a feeling of belonging and sociability They are open to brand comms, a key motivator of using SN is to support a brand they enjoy. Ensure brand is present in blogs and actively manage dialogue to minimize negative reviews. Influentials express themselves using pictures, video and social interactions Being sociable/friendly and adventurous/independent are particular differentiators for Influencers vs.. the general digital consumer Understand sites being used for ‘entertainment’ and target these with appropriate messaging and tonality by demographics. Communicate via mobile – downloads, apps, streaming, viral ads. - what ‘entertainment’ can you provide? Influencers are likely to use brand generated online info when pre-browsing Needs include ‘standing out’, ‘self expression’, ‘responsible/thoughtful’ and ‘ knowledgeable /informed’ Have a brand presence on review sites being used for pre-browsing to aid top of mind awareness. Ensure e-Commerce sites are easy to find and use – is web address intuitive, is your site easy to navigate, is content engaging. Invest in SEO. Influencers are more engaged with online gaming than other segments The emotional needs fulfilled by this activity are being ‘adventurous’, ‘stimulated’, ‘competitive’ and having fun Understand sites being used for gaming and thus whether we are looking for branding or brand to be integrated. Where possible to integrate, consider part brand may play in game – avatars, stores, characters etc. Global segmentation. See methodology pack for details Base: Influentials n=8217 Why and how? Needs Recommendations
  27. 27. <ul><li>Updates </li></ul><ul><li>Digital Life & Mobile Life studies </li></ul><ul><li>Mobile 360 </li></ul><ul><li>Thank you </li></ul>3