DML13 Mobile First!

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Mobile first! Presentatie Martin Warmelink tijdens Digital Marketing Live! 2013 in de Westergasfabriek in Amsterdam.

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DML13 Mobile First!

  1. 1. The Mobile revolution; impact for marketeersMartin WarmelinkClient service director and Digital LeadTNS Nipo ©TNS 2012
  2. 2. ©TNS 2012 2
  3. 3. Smartphone ownership Tablet in household60%50%40%30%20% 55% 60% 50% 40% 30% 20% 30% 2012 sales10% Smartphone %: 67% 10% 0% OS: 0% 2009 2010 2011 2012 - Android 65% 2009 2010 2011 2012 - IOS 25% - Blackberry 5% ©TNS 2012 3
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  5. 5. Backgrounds 20th of April - 20th of May 2012. Android (High End) n=432 Android (Low End) n=338 BlackBerry n=99 iPhone n=243 ©TNS 2012 5
  6. 6. Communication overview 0,8Daily application face time Communication market face time during the day(# minutes per user per day) (# minutes per user throughout the day) mins. 0,4 0 mins. Voice SMS IM E-mail Personal networking ©TNS 2012
  7. 7. Quiz:How much time spent on apps and mobile websites perday?(excluded Voice, SMS and system apps) a. Less than 15 minutes b. Between 15 and 30 minutes c. Over 30 minutes ©TNS 2012 7
  8. 8. Applications and online websites account for an average of 42 minutes of market face time per day for smartphone users©TNS 2012 8
  9. 9. Total fixed internet usage before and after smartphone purchase Moment of 1st smartphone purchase Pre-purchase period Post-purchase period (# months before) (# months after) ©TNS 2012 9
  10. 10. Total fixed internet usage before and after smartphone purchase Moment of 1st smartphone purchase Pre-purchase period Post-purchase period (# months before) (# months after) ©TNS 2012 10
  11. 11. Fixed internet usage before and after purchaseAverage # of minutes per user over 6 months period Base: smartphone owners ©TNS 2012 11
  12. 12. Quiz:Who spends most time on the internet on their device? a. Blackberry users b. Android users c. iPhone users ©TNS 2012 12
  13. 13. Applications and online websites account for an average of1. Android High – 48 minutes2. Android Low – 41 minutes 423. Blackberry – 36 minutes minutes4. iPhone – 33 minutes of market face time per day for smartphone users ©TNS 2012 13
  14. 14. ConsumerSegmentation forDummies ©TNS 2012 14
  15. 15. 19 18 32 13 Social networking & connecting Email Communication Multi-media & entertainment Online gaming Total/Day Entertainment Personal interest 42 Shopping Knowledge & education Information News, sport & weather1211 mins. Personal admin0,17 Planning and organising Management ©TNS 2012
  16. 16. Quiz:On which device do people spend more time? a. Smartphones b. Tablets ©TNS 2012 16
  17. 17. Applications and online websites account for an average of 22 minutes of market face time per day for iPad users©TNS 2012 17
  18. 18. Quiz:What is the biggest activity on iPads? a. Multimedia b. Social c. Gaming ©TNS 2012 18
  19. 19. Total/Day Total/Day 22 42 ©TNS 2012
  20. 20. ©TNS 2012 20
  21. 21. “Mobile is not always mobile” Total daily market time WiFi 25 minutes a day 3G 17 minutes a day * ©TNS 2012
  22. 22. Quiz:App vs. web a. 55% apps b. 75% apps c. 95% apps ©TNS 2012 22
  23. 23. Mobile is app... 95% ©TNS 2012 23
  24. 24. A lot of time spent on a small number of apps 100% Apps Web sites 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 10 100 1.000 10.000 Total spend time (hours) (App) Total spend time (hours) (websites) ©TNS 2012
  25. 25. ©TNS 2012 25
  26. 26. 27% 20% Convenience Experience 16% 13%Independence Transparency 18% 8% Relevance ©TNS 2012
  27. 27. 6 ingredients for a mobile strategy 1. Build consumer journeys 2. Formulate KPI’s and how to measure success 3. Create a uniform brand experience across platforms 4. Begin with a responsive website 5. Maybe then apps…. 6. Launch and iterate ©TNS 2012 27
  28. 28. ©TNS 2012 28
  29. 29. Thank youMartin WarmelinkClient service director and Digital LeadTNS Nipo+31 653720496Martin.warmelink@tns-nipo.com ©TNS 2012

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