Presentatie Seminar Login@TNS_NIPO

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Presentatie Seminar Login@TNS_NIPO

  1. 1. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360The evolvingmobile landscapeDesirée van der VeenDigital Research ConsultantTNS NIPOJune 2013
  2. 2. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 2
  3. 3. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 3Mobile Life Mobile 360ACTIVEMEASUREMENTPASSIVEMEASUREMENT
  4. 4. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 4Mobile Life draws on the behaviours, motivationsand priorities of 38,000 people in 43 countries,800 in The Netherlands,to develop recommendations on activatinga business and marketing strategyvia mobile.
  5. 5. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile36028%5Smart Device Omnipresence42%of the world nowhas smartphones…… up fromlast year.
  6. 6. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 645% of the European62%andThat’s over 10 milion Dutchiesof the Dutchalready have a smartphone.
  7. 7. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Smartphone ownership has grown to almost two thirdof mobile users in the Netherlands, especially amongstteenagers7424562 63 628576695738Global Europe Netherlands Male Female 16-21 22-30 31-40 41-50 51-60
  8. 8. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 833%of us now have tabletsup from 16% last yearcompared to 12% worldwide
  9. 9. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 9… and another 18% expect to get one inthe next six months.5149 In 2013 more than half ofthe Dutch own a tablet.
  10. 10. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile3609962336275162313 187 13 9Household ownership Intention to buyComputing device ownership (laptops in particular) is stillleading, but smartphone ownership is catching up, particularlytablets are potentially growing10TabletSmartphone LaptopDesktopMobile Smart TV
  11. 11. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360While the majority of device time is still spent via PC youngerconsumers are the most likely to spend larger proportions of timeon their mobile phones112715 19 17 2028 2821149447 777 9965314140344545 4140383836 37 30362417 182637433 2 5 6 4 3 4 5 5 5Smart TVDesktop PCLaptopTabletMobile/smartphone
  12. 12. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 12Implication:Mobile usage isgrowing fast, butkeep presence onfixed internet inyour marketingstrategy.
  13. 13. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 13301919244730505362583345…is an extension of me – I feel lostwithout it”…provides me with the tools that I needto succeed in life”…provides me with a constant sourceof entertainment - I would be boredwithout it”…allows me to access information Iwould not otherwise be able toaccess”…gives me access to the information Ineed at the right place and time”…is my most important piece oftechnology”Disagree Agree“My mobile…While they might not view mobile to be as transformational aspeople in other markets do, Dutch people do value the informationmobiles provide in the moment
  14. 14. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Having a more entrenched PC legacy, many Dutch don’t seemobiles as their most important device, though younger working-aged consumers tend to view their mobiles as more central totheir lifestyles14Global Europe Netherlands Male Female 16-21 22-30 31-40 41-50 51-60543830 2734453930 2620233545 494237 34395258Agree Disagree%
  15. 15. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 15Mobile is regarded as the mostimportant piece of technology tothe youngsters,It gives us access to theinformation we need at the rightplace and time
  16. 16. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 16As a resultWe develop our own mobilepersonal space
  17. 17. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 17
  18. 18. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 18
  19. 19. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 19
  20. 20. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 20RelevanceIndependenceConvenienceExperienceTransparency
  21. 21. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 21ConvenienceConsumers value mobile devicesbecause they offer theconvenience of being availablewhenever andwhere ever they are
  22. 22. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 22IndependenceMobile devices provide access to allsorts of information on the go
  23. 23. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 23RelevanceDevices’ ability to meetnearly all needs makesthem a core part of users’lives.
  24. 24. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 24ExperienceSmartphone design andcapability have rapidlybecome the norm.
  25. 25. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 25ReassuranceThe range of devicefunctions allows consumersto delegate actions to theirdevices.
  26. 26. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 26
  27. 27. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 27Convenience• Mobile banking – to use anywhere• LBS services – ability to find stores whileon the go• Loyalty cards and payment integratedinto the phone – to save time and money• Emails via mobile –access from anywhere• In-store WiFi capability – theflexibility to connect while onthe goIndependenceRelevance • Information on the go• LBS groupon delivered whennear stores of relevance• Mobile advertisingTransparency• QR codes for price comparison• Barcodes for price comparison• Consult independent productreviews / peer reviews on SNSwhile shoppingExperience• Augmented reality to overlay onadvertising• Mobile gaming – interactivebillboards• Interactive games / QR codes toraise brand awareness
  28. 28. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 28AugmentedrealityCombining reality andvirtuality, by adding allayer of elements overthe real world
  29. 29. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 29The resultMultiple, oftensimultaneous, accesspoints to the world,And opportunities to messageto consumers directly
  30. 30. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 30Mobile 360 draws on the actual behaviours of morethan 1,000 smartphone and tablet users inThe Netherlands,to develop recommendations on activatinga business and marketing strategyvia mobile
  31. 31. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Mobile 360A 360° view on mobile consumer behaviour3120th of April - 20th of May 2012Android (High End) n=432Android (Low End) n=338BlackBerry n=99iPhone n=243
  32. 32. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360What did we measure?32Voice SMS MobilewebsitesMobileapplications +1. Daily number of in- andoutgoing calls & messages2. Daily time spent on voice &sms1. Daily time spent2. Daily sessions3. Daily data used
  33. 33. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Communicating: “How it all started”334.61.910.34.08.5VoiceSMSIME-mailPersonal networkingDaily application face time(# minutes per user per day)
  34. 34. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Communicating over time34Communication market face time during the day(# minutes per user throughout the day)Voice SMS IM E-mail Personal networking00.40.8mins.
  35. 35. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 35Applications andonline websitesaccount for anaverage of42minutesof market facetime per day forsmartphone usersAndroid (High End) 48 minutesAndroid (Low End) 41 minutesBlackBerry 36 minutesiPhone 33 minutes
  36. 36. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile36019411001131 236Total/Day42mins.Share of daily market face time – split by category(# minutes per user/day/category)
  37. 37. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 37Applications andonline websitesaccount for anaverage of22minutesof market face timeper day for iPad usersApplications andonline websitesaccount for anaverage of42minutesof market facetime per day forsmartphone users
  38. 38. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360431801121 1Social Networking & Connecting Pure E-mail Multi-Media, Entertainment GamingPersonal Interest Shopping Knowledge & Education News, Sport & WeatherPersonal Admin Planning & Organising19411001131 238Total/Day42mins.Total/Day22mins.
  39. 39. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 3953%of the Dutch access theInternet via their mobileusing WiFi in a public area.24%agree that free WiFi hasencouraged them to usedata to communicate.... In the meantime
  40. 40. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 4046 452938 4433 3763304854 557162 5667 633770523G WiFi3GWiFi18 minutesa day26 minutesa dayTotal dailymarket timeDistribution in daily application time - 3G versus WiFi(% of total minutes per category)
  41. 41. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 41Implication:Opportunity for public andretail WiFi hotspots.
  42. 42. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 4265%Believe that mobile data is still too expensive.As rates continue to come down, usage will grow.
  43. 43. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 43M-Commerce32%of mobile users haveperformed bankingactivities on their phonesand another 13% want to.
  44. 44. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 4412%of mobile users have used theirmobile phone as a mobile wallet.Paying forproducts andservices via:
  45. 45. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 45... and another 23% want to.Implication: Hugepotentialfor mobilecommerce.
  46. 46. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 46Mobile is alreadyused throughoutthe path to purchase:Path to purchase
  47. 47. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 4733%Research in store now23%Research in store at home12%Purchase via mobile now
  48. 48. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 48... and there is a string desire to do more.33%Research in store now12%Purchase via mobile now27%interest15%interest
  49. 49. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 4927% want to compareprices in store.28% want to scan abarcode and receivemore information.
  50. 50. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 5023% agree that:“I would prefer to accessproduct information andreviews on my phone,than to speak to a salesperson in a store”
  51. 51. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 5124% agree that:“I trust the information that I canaccess on my mobile phone morethan a sales person in a store”
  52. 52. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 52Howeverthis trendpresents arisk forretailers...
  53. 53. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 5324% have used amobile for showrooming.- Going into a store to test or examine a product butsubsequently purchasing the product somewhere else.
  54. 54. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 54All B2C brands need toconsider the role of mobilein the path to purchase.Implication:
  55. 55. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Mobile is app…5595% = appTotal market time spent onapplications versus websitesExcluded Voice, SMS and System applications
  56. 56. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360And mobile is Web ….560%20%40%60%80%100%1 10 100 1,000 10,000Total spend time (hours) (App) Total spend time (hours) (websites)Mobile apps Mobile websites
  57. 57. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Consumers are highly discerning about apps, tending to limit theapps that they download, choosing free apps and deleting appsthat they don’t find useful – brands must provide clear value toensure app adoption57584048547585I don’t like to download too many apps– they clutter up my phoneI often download apps that I stop usingafter a few weeksI find that apps are better than mobilewebsites for accessing the content thatI wantI am annoyed when apps don’t containall the features that I can access via awebsiteI only download free appsI delete apps if I find that they are notuseful or entertaining21331416145Disagree Agree
  58. 58. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Word of mouth is a huge driver of app downloads, but manyconsumers are very function-oriented when they look forapps, and some are open to exploring interesting and innovativenew apps58514643393737352724181614131111Looking for app that performed a specific functionHeard other people talking about itTo keep in touch with people more easilyAllowed me to get things done on the goIt was featured in the app storeI was bored and wanted to try something newAllowed me to access content convenientlyAlready a user/fan of the brand/websiteI read about it in a review or a list of top appsLots of people were already using itAllowed me to track some part of my lifeTo keep up with the latest new appsI downloaded the app for someone else to usePrompted to download when accessing the…I saw the app mentioned in an advertisement
  59. 59. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360Advanced functionality and connectivity features that provideutility to consumers’ lives continue to have the strongest growthpotential59543542453215642214460125114512418161615151313131312121211116031254726522534563522632962311195136116111095137127Home control via mobileLBS/GPSEmailsScanning QR codesWiFi connection at public areasMicrosoft Office programmesWiFi connection at homeSynchronise phone contentReading eBooks/magazines/newspapersListening to musicBrowsing the internetSpeech to TextApplicationsVideo callingCalendar functionality%Using Interested Not interested Dont Know
  60. 60. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 60Accessanywhere, allthe time…But how do youreach that customer?
  61. 61. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 61SEARCH DOWNLOADS BOOKMARK
  62. 62. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 62RelevanceIndependenceConvenienceExperienceTransparency27%13%20%16%18%8%
  63. 63. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile3606 ingredients for a mobile strategy631. Build consumer journeys2. Formulate KPI’s and how to measure success3. Create a uniform brand experience across platforms4. Begin with a responsive website5. Maybe then apps….6. Launch and iterate
  64. 64. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile36010.0001.000500What’s next?64New developments:Multi device panel
  65. 65. Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360More informationIf you see an opportunity to engage yourcustomer further through mobile devices,contact us for more information:Desirée van der VeenDigital Research Consultant TNS NIPOE: Desiree.van.der.veen@tns-nipo.comM: 06 3923 128065

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