Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Mobile copenhagen presentation

297 views

Published on

  • Be the first to comment

  • Be the first to like this

Mobile copenhagen presentation

  1. 1. 1 Mobile Copenhagen 2012 Martin Lund, Regional Insight Manager EMEA MOBILE INSIGHTS• The Age of multiscreens• The Mobile Numbers• The role of Mobile in everyday life
  2. 2. MediaCom’s intelligence and insight specialists Insight Collaboration Works closely with local Insight teams Specialists in both qualitative and quantitative research methods Social Media Insights Digital and Mobile Insight Insight support on new Carsten Lind Martin LundHead of Insight, Regional Manager business EMEA Insight, EMEA Assist Global Accounts @martinlundp General insight intelligence and resources allocation
  3. 3. What I am going to talk about today? 1 The Age of Multi screens 2 The Mobile Numbers (Quantitative Mobile Insights) The role of Mobile in 3 everyday life (Qualitative Mobile Insights)
  4. 4. 1 The age of MultiscreensMedia consumption will become even more fragmented andpersonalised. Increasingly, consumers using multiple screens toengage with media. Rapid adoption of digital devices is drivingconvergence as consumers use several screens to enhance andcustomize their user experience and make their life easier andmore entertaining.
  5. 5. by MediaCom, 00.00.0000
  6. 6. Adoption speed and therefore change is accelerating Number of days to reach 1MM units sold 360+ 74 28 3 0,25 2001 2007 2010 2010 2012Source: Mashable, Apple, Google
  7. 7. 2% 1% 12% 1% 7% 79% 1 year ago Mobile E-reader Work laptop Tablet device Throught my TV Personnal laptop LESS A DESTINATION 19% 7% 11% 3% Today 18% 42% AND AGAIN : THE WEB IS LESS ANDSource : Global Web index, % of internet usersglobally, Wave 5, June 2011, Which of the followingis your favourite device to access the Internet? Now /One year from now?
  8. 8. Meaning that content are consumed and created viavarieties of platforms…
  9. 9. No matter where we are..
  10. 10. We can always continue on a new screen withthe same task
  11. 11. Which put search under pressure asconsumers are expecting consistency
  12. 12. That’s why we say that multi screen hasbecome mainstream
  13. 13. 2 The Mobile Numbers (Where are we now)The best way to kill a fantastic and engaging discussion inthe bar is to pull out your smartphone and google the facts..
  14. 14. SMARTPHONEPENETRATION
  15. 15. Huge increases in Smartphone penetration across markets! 2012 2011 51 UK 70% 30 45 Denmark 50% 30 44 USA 33% 31 44 Spain 42% 33 38 France 41% 27 29 Germany 61% 18 0 10 20 30 40 50 60Base: Total PopulationSource: OurMobilePlanet, Think With Google, Ipsos
  16. 16. And most smartphone owners are still newbies 2012 First smartphone: Yes 2011 69 UK 75 64 Denmark 68 62 USA 70 68 Spain 74 62 France 73 72 Germany 76 0 20 40 60 80 100Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos
  17. 17. ¾ of all Danes between 18-29 own a smartphone 50+ 30-49 18-29 23 UK 69 75 22 Denmark 60 71 25 USA 55 58 24 Spain 55 63 19 France 44 70 16 Germany 31 59 0 10 20 30 40 50 60 70 80Base: Total PopulationSource: OurMobilePlanet, Think With Google, Ipsos
  18. 18. In Denmark we are relatively more differentiated by gender than US & UK Female Male 48 UK 54 39 Denmark 51 44 USA 43 38 Spain 51 34 France 42 25 Germany 33 0 10 20 30 40 50 60Base: Total PopulationSource: OurMobilePlanet, Think With Google, Ipsos
  19. 19. Denmark is iOS and Android land! Android Blackberry OS iOS Other Dont Know UK 29 23 30 10 8 Denmark 38 30% 1 46 46% 5 10 Spain 34 12 14 29 11 Spain 34 12 14 29 11 France 25 12 43 14 7 Germany 29 3 35 22 12 0% 20% 40% 60% 80% 100%Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos 2011
  20. 20. SMARTPHONEUSAGE
  21. 21. But when it comes to our beloved TV here in Denmark... More Column2 entertaining than TV Rather give up TVup TV Rather give 15 UK 21 12 Denmark 18 27 USA 33 27 Spain 25 21 France 23 16 Germany 22 0 5 10 15 20 25 30 35Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos
  22. 22. But we’re still more online via our mobile than others.. Multiple times At least one None / dont know Number of daily online sessions on smartphone UK 52 34 14 Denmark 60 29 11 USA 58 30 12 Spain 50 34 18 France 48 39 14 Germany 44 41 16 0% 20% 40% 60% 80% 100%Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos
  23. 23. And extremely good at multitasking! (especially when we’re watching TV..) Parallel media/device usage while on smartphone 250 Other 4 3 17 10 21 16 Read a book 200 4 5 13 28 4 7 10 11 Read newspaper 14 16 5 or magazine 36 21 8 15 34 13 13 Play games 150 18 9 27 28 40 21 24 43 Watch movies 27 29 100 36 25 Use Internet on 53 43 51 47 another device 49 46 Listen to music 50 55 59 52 53 Watch television 37 43 programs 0 UK Denmark USA Spain France GermanyBase: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos
  24. 24. And maybe it’s good with our TV obsession‘cause TV is a major Catalyst for Search onsmartphones
  25. 25. And 1/3 of all Danes have purchased a product/service on their mobile.. General Smartphone Activities Purchased UK 29 Denmark 33 USA 32 Spain 17 France 27 Germany 26 0 5 10 15 20 25 30 35Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos
  26. 26. We connect on social networks on the mobile every day Frequency of social network visits on smartphone Daily use UK 57 Denmark 54 USA 60 Spain 58 France 43 Germany 45 0 10 20 30 40 50 60 70Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos
  27. 27. The role of Mobile in3 everyday lifeMOBILE COMMERCE HAS MORE THAN DOUBLED IN THE LAST2 ½ YEARS
  28. 28. „REAL WORLD BRITAIN‟ IS OUR NEWLYLAUNCHED INSIGHT TOOL.We have a team of 36 non professional video bloggers whoallow us into their everyday lives through video diaries thatthey record on their smartphones or handheld camerasCarefully selected to match MediaCom‟s key targetaudiences, our bloggers include people fromall corners of BritainThis creates a constant stream of „new‟ news will helps us tospot emerging trends and provide insight for real timeplanning. 5 key Insights
  29. 29. project title01: MCOMMERCEIS BECOMINGMAINSTREAM“I CAN‟T REMEMBER, ACTUALLY, A TIMEWHEN I WENT INTO SHOPS FOR THINGS…SHOPPING WITH A MOBILE PHONE ORSHOPPING ONLINE IN GENERAL HASBECOME COMPLETELY THE NORM ANDTENDS TO BE WHAT I DO DAY TO DAY”Alison, 33, Shropshire
  30. 30. 02: MOBILE IS USED ALL THROUGHOUT THE PURCHASE JOURNEY SO IT‟S IMPORTANT THAT ALL YOUR DIGITAL TOUCHPOINTS FACILITATE PEOPLE TO MOVE FURTHER ALONG THEIR JOURNEYAT EACH „STOP‟ OR TOUCHPOINTON HER MOBILE PURCHASEJOURNEY, JAYNE WAS OFFEREDINFORMATION OR INTERESTINGCONTENT THAT POINTED HERTOWARDS A NEXT STOP
  31. 31. 03: IMPULSE SHOPPINGIS VERY TEMPTING ONMOBILESMOBILE HAS THE POTENTIAL TO FACILITATE THOSE „HOT‟ MOMENTS WHEN PEOPLE ARE INTHE MOOD TO MAKE A PURCHASE
  32. 32. 04: „SCAN AND SCRAM‟ –FIGHT OR EMBRACE IT? PEOPLE ARE USING THEIR SMARTPHONES IN STORE FOR PRICE CHECKING AND REVIEWS– SOMETIMES ONLINE COMPETITORS ARE WINNING OUT. TAKE THE OPPORTUNITY TO ENHANCE THE IN-STORE EXPERIENCE THROUGH SMARTPHONES RATHER THAN FIGHTING THE BEHAVIOUR38%OF SMART PHONE OWNERS HAVE USED THEIR PHONE IN STORE
  33. 33. 05: MOBILE IS MAKINGTV SOCIAL AT ADIGITAL LEVELTWEETING, FACEBOOK STATUSES AND NOW ZEEBOX ARE ADDING LAYERS OFCONVERSATION ONTO LIVE TV VIEWING43% of UK adults have commented on or discussed a TV show with friends or otherfans on social networks such as Facebook and Twitter “I FREQUENTLY TWEET WHILE I‟M WATCHING TV…...IT‟S FASCINATING TO ME TO SEE AN APP LIKE ZEEBOX THAT ACTUALLY TAKES IN TO ACCOUNT THE WAY THAT PEOPLE WATCH TV AND THE WAY THEY TWEET AND THE WAY THEY INTERACT WITH EACHOTHER. Ali, 33, Shropshire
  34. 34. A fool with a great tool is still a fool …..… http://www.migcan.com/ …..… http://www.monitisegroup.com/ …..… http://discovermobilelife.com/ http://www.thinkwithgoogle.com/ …..… http://www.consumerbarometer.com/ …..… http://www.tealeaf.com/ …..… http://www.millennialmedia.com/mobile-intelligence/ …..… http://www.informatandm.com/handset-device- manufacturers/ …..… http://www.unanimis.co.uk/orange-exposure-2011
  35. 35. THANKS

×