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Socmob tns mobilelife2012_erik_l

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Socmob tns mobilelife2012_erik_l

  1. 1. Social & Mobile
  2. 2. Erik LuijtsClient Service Manager at TNS Belgium My favourite song: Johnny Cash
  3. 3. Mobile Life 2012Where is Belgium inthe Mobile Landscape? erik.luijts@tnsglobal.com ©TNS 2012
  4. 4. Mobile Life draws on the behaviours,motivations and priorities of 48,000 people in58 countries, to develop recommendations on activating a business and marketing strategy via mobile ©TNS 2012
  5. 5. Representative across 16-60 yr oldsBoth mobile phone owners and non-ownersCOUNTRY SAMPLE METHODOLOGY COUNTRY SAMPLE METHODOLOGYArgentina 500 50% online | 50% Web CLT Mexico 998 50% online | 50% Web CLTAustralia 999 Online Netherlands 501 OnlineBelgium 801 Online New Zealand 508 OnlineBrazil 1595 50% online | 50% Web CLT Nigeria 1601 F2FCameroon 615 F2F Norway 517 OnlineCanada 998 Online Pakistan 506 F2FChile 486 50% online | 50% Web CLT Philippines 500 F2FChina 3499 F2F Poland 502 F2F CAPIColumbia 501 50% online | 50% Web CLT Portugal 502 F2F CAPICote D’Ivoire 501 F2F Romania 500 F2F Web CLTCzech Republic 501 Online Russia 1001 F2F Web CLTDenmark 502 Online Saudi Arabia 500 F2FEgypt 1063 F2F Senegal 534 F2FFinland 500 Online Singapore 500 OnlineFrance 1031 Online Slovakia 499 OnlineGermany 1002 Online South Africa 1020 F2FGhana 526 F2F Spain 506 OnlineGreece 503 F2F CAPI Sweden 532 OnlineHong Kong 499 Online Switzerland 501 OnlineHungary 511 F2F CAPI Taiwan 511 OnlineIndia 5466 F2F Tanzania 502 F2FIndonesia 1498 F2F Thailand 1000 F2FIreland 526 Online Turkey 999 F2F CAPIIsrael 503 Online UAE 500 F2F PAPIItaly 1000 Online Uganda 500 F2FJapan 498 Online UK 499 OnlineKenya 709 F2F Ukraine 507 F2F Web CLTKorea 501 Online USA 1506 OnlineMalaysia 502 Online Vietnam 499 F2F Local Report 2012 - Belgium ©TNS 2012 5
  6. 6. Belgium is lagging behind in the globalmobile landscape, but is catching up at arapid pace… so make sure you don’t miss this train! ©TNS 2012 6
  7. 7. 1Tablets andSmartphones willcontinue to growstrongly and givesteroid power tothe way media areconsumed ©TNS 2012 7
  8. 8. The incidence of tablets and smartphones was still average early 2012Device ownership 99 58 78 30 14 10 98 58 56 30 13 7 92 46 36 28 7 5 Mobile Desktop Laptop Smartphone Netbook Tablet Belgium Europe Global B1. Device ownership Base: All respondents – Belgium 801 | Europe 14443 | Global 47577 Local Report 2012 - Belgium ©TNS 2012 8
  9. 9. Tablets, Smartphones and Laptops have thehighest growth potential in Belgium 25 Tablet Smart phone % Likely to 20 Laptop 15 buy Video Camera HDTV GPS 10 Digital camera E-reader Netbook Game Desktop DVD 5 console player Portable game MP3 0 device player 0 10 20 30 40 50 60 70 80 90 100 % Current device ownership A1a. Mobile ownership | A2a. Time until next purchase | B1. Device ownership | B2. Device likely to buy (within next 6 months) Base: All respondents – Belgium 801 = Global benchmark Local Report 2012 - Belgium ©TNS 2012 9
  10. 10. Tablets and Smartphones are #1on the wishlist of Belgians 35 36 33 32 37 39 31 37 38 42 10 21 26 4 16 24 26 22 23 8 5 6 32 22 5 4 4 4 7 3 4 6 4 5 4 6 21 7 5 19 14 13 2 13 10 17 7 11 15 15 21 17 17 19 15 20 20 17 17 6Global Europe Belgium Male Female 16-30 31-50 51-60 Flemish French Smartphone B3. Device most likely to buy Laptop Desktop Netbook Tablet Others Base: All respondents – Belgium 545 Local Report 2012 - Belgium ©TNS 2012 10
  11. 11. Tablet desire is driven by its highly perceived utility as easy‘on the go’ internet deviceReasons for tablet desire Global Europe Belgium To surf the internet 32 33 28 29 29 37 To assist in my work life 17 15 9 12 5 4 Access the latest… 12 6 3 10 14 14For email and messaging… 9 11 13 9 9 7 To help manage my life… 8 6 6 8 12 21To use social networking… 8 8 4 7 8 13 To keep up to date 7 6 3 6 6 2 For gaming 5 5 7 5 3 2 Because everyone wants… 3 3 3 3 2 3 Looking to upgrade… 2 3 2 B5b. Reasons for purchasing a tablet next Base: Tablet intenders (next 6 months) – Global 5835 | Europe 2052 | Belgium 196 Local Report 2012 - Belgium ©TNS 2012 11
  12. 12. Tablets will not cannibalize smartphones & laptopsReasons for buying a Tablet %Belgium… 8 83 7 Male 4 89 6Female 14 76 7 16-30 10 82 4 31-50 8 83 8 51-60 7 84 7Flemish 9 83 7 French 8 83 6 To replace a PC B9. Reason for buying a Tablet Base: Tablet intenders – Belgium 196 | Male 108 | Female 88 | 16-30 50 | 31-50 100 | 51-60 46 | Flemish 69 | French 127 Local Report 2012 - Belgium ©TNS 2012 12
  13. 13. Local Report 2012 - Belgium©TNS 2012 13
  14. 14. Apple iPad dominates the tablet market worldwide Global N America Europe Dev Asia China Emerg Asia Belgium Apple 55 60 53 62 58 53 48Samsung 19 12 18 24 14 25 21 HP 5 6 5 3 5 15 4Motorola 4 3 3 3 2 2 1 BlackBe… 3 4 4 4 0 0 4 Sony 3 4 3 3 4 4 1 Kindle 3 2 2 2 0 0 0 B6. Brand of tablet owned Base: Tablet owners – Global 2982 | N America 318 | Europe 1099 | Dev Asia 806 | India 13 | China 204 | Emerg Asia 63 | Lat Am 314 | MENA 106 | SSA 59 Global Report 2012 ©TNS 2012 14
  15. 15. Metcalfe’s law is applicable to the Apple iPad, just as itwas for Facebook Local Report 2012 - Belgium ©TNS 2012 15
  16. 16. OS ownership ≠ OS usage Web visit tracking mobile devices 1 11 25 72 %Source: Semetis http://howwebrowse.be/nl ©TNS 2012 16
  17. 17. Entertainment features such as accessing internet, emails and listening to musicare key activities carried out on a tablet by consumers in Belgium Activities carried out on tablets Current ownership 1 9 0 0 41 20 18 61 14 32 25 14 58 7 15 35 Watch Instant Edit Standal Listen Orga- Surf To take social To take Work TV / Messagi Email docu- one music nising internet photos games videos video ng ments games 5 9 5 39 31 29 48 25 32 23 19 50 18 23 33 Belgium Global B1. Tablet ownership | B10. Tablet usage Base: Tablet owners – Global 2982 | Belgium 77 Local Report 2012 - Belgium ©TNS 2012 17
  18. 18. The highly perceived pricing of 3G makes Belgium lag behindin terms of 3G connectivity Tablet connectivity (%) 83 75 78 27 28 23 % GERMANY: 42% Global Europe Belgium B11. Tablet internet connection Base: Tablet owners – Belgium 77 | Global 2982 | Developed 2263 | Europe 1099 Local Report 2012 - Belgium ©TNS 2012 18
  19. 19. Smartphone ownership in Belgium is in line withother European countries. Sales is mainly drivenby males and younger consumers Smartphone ownership 45 % 39 31 31 33 30 29 28 23 13 Global Europe Belgium Male Female 16-30 31-50 51-60 Flemish French B1. Device ownership (smartphone) Base: Mobile users – Global 44220 | Developed 18950 | Europe 14183 | Belgium 792 | Male 391 | Female 401 | 16-30 229 | 31-50 379 | 51-60 193 | Flemish 433 | French 368 Local Report 2012 - Belgium ©TNS 2012 19
  20. 20. Less than half of Belgian consumers have access to mobileinternetPhone level100% 93 77 78 73 75 78 82 81 56 66 60 57 74 64 77 68 63 71 59 71 61 68 32 59 56 50 58 48 52 47 54 49 43 36 30 45 40 45 47 43 48 38 43 44 39 31 36 33 32 34 30 28 27 28 25 16 13 13 FR NL DE UK90% 580% 11 1370% 9 1160% 13 14 14 15 16 17 1350% 8 13 7 17 11 9 15 22 13 14 19 26 31 16 2040% 19 15 20 12 21 1230% 44 16 17 20 7 17 10 8 18 5 14 18 920% 31 20 26 28 16 12 8 810% 16 13 18 5 6 9 9 10 10 10 11 13 14 14 15 17 18 18 18 19 20 21 22 22 22 25 25 27 30 31 33 33 33 34 37 38 38 39 39 41 41 45 45 45 45 46 47 47 47 49 51 51 53 56 58 59 63 64 73 74 82 3 0% Switzerland Uganda Ukraine Singapore Kenya Indonesia Japan Argentina Denmark Spain Pakistan Portugal India Russia Cameroon Vietnam Hungary Belgium Columbia Chile Philippines China Israel Canada UK USA Norway UAE Netherlands Smartphone Advanced feature phone Basic feature phone Level of phone ownership Local Report 2012 - Belgium ©TNS 2012 20
  21. 21. The desire to upgrade the current phone drives purchase intent for smartphones Reasons for smartphone desire Global Europe Belgium To surf the internet 36 38 32 30 32 41To use whenever / wherever I am 22 22 25 19 13 6For email and messaging services 15 24 33 15 6 2 To assist in my work life 15 16 11 13 11 8 To help manage my life better 12 11 17 11 5 1 To use social networking sites 11 11 9 11 18 13 To use different applications 11 17 12 10 8 6 To keep up to date 10 8 5 9 10 17 Because it is/ will be easy to use 7 9 13 5 5 4 For gaming 4 4 3 B5a. Reasons for purchasing a smartphone next Base: Smartphone intenders (next 6 months) – Global 8228 | Europe 2135 | Belgium 156 Local Report 2012 - Belgium ©TNS 2012 21
  22. 22. Local Report 2012 - Belgium©TNS 2012 22
  23. 23. Consumers in Belgium are willing to pay more for their nextdevice, but willingness to spend is much lower than theiPhone price Price of handsets owned and desired (in USD) 2.8 285 278 269 245 243 242 227 273 250 201 194 229 210 182 190 191 168 158 Price willing to pay for next phone - $USD Price paid for phone $USD C5. Price paid for phone (USD) | C14. Amount likely to pay for next phone (USD) Base: Mobile users – Global 44220 | Developed 18950 | Europe 14183 | Belgium792 | Male 391 | Female 401 | 16-30 226 | 31-50 378 | 51-60 189 | Flemish 425 | French 368 Local Report 2012 - Belgium ©TNS 2012 23
  24. 24. Apple iPhone still has a low incidence level but has thehighest commitment to its brand % users % users committed to the brand % % Nokia 41 Nokia 69 Samsung 31 Samsung 62 Sony… 8 Sony… 56 Apple 6 Apple 83 LG 4 LG 40Blackberry 2 Blackberry N/A HTC 2 HTC N/A C4. Main handset brand used | CM - Brand Commitment - Handset brands Base: Mobile users – Belgium 792 Local Report 2012 - Belgium ©TNS 2012 24
  25. 25. The touchscreen form factor will grow at the expense of candy barform factor. Belgium is already well ahead on this trend. Current form factor Intended next form factor 4 2 6 7 % 9 % 3 3 11 11 17 3 3 2 26 27 9 24 33 1 2 8 6 1 6 32 2 2 2 10 7 12 2 3 3 6 6 1 2 2 43 6 3 34 26 8 20 18 11 9 8 11 5 5 8 Global Europe Belgium Global Europe Belgium Clam or flip phone Candy Bar or Straight phone Slider phone Side slider phone C20. Form factor owned | C20a. Form factor likely to be purchased next Base: Mobile users – Global 44220 | Europe 14183 | Belgium 792 Local Report 2012 - Belgium ©TNS 2012 25
  26. 26. 2Mobile will revolutionizethePath to Purchase ©TNS 2012 26
  27. 27. The shopper’s journey used to be fairly straightforward Local Report 2012 - Belgium ©TNS 2012 27
  28. 28. Now, mobile is changing the path to purchase, giving consumers greaterpower and revolutionizing the in-store experience Local Report 2012 - Belgium ©TNS 2012 28
  29. 29. Current mobile use in path to purchase by Belgianconsumers is almost half that of other Euro marketsCurrent mobile use in path to purchase 6 7 87 13 10 11In the past 3 months, 9 7% 7 5 7 of Belgian mobile users have used their mobile to purchase, or 3 to help research something that they bought Use Dont use F2. Usage of mobile for purchase or research Base: All respondents – Global 47577 | Europe 14443 | Belgium 801 | Male 398 | Female 403 | 16-30 226| 31-50 378 | 51-60 188 | Flemish 425 | French 367 Local Report 2012 - Belgium ©TNS 2012 29
  30. 30. As Belgian consumers gain mobile internet access, their engagement with retail activities will increases Mobile internet access Vs. mobile path to purchase use504540353025201510 5 0 South… CoteD’I… Netherl… Singap… New… Indone… Denmark Pakistan Tanzania Greece Canada Slovakia Spain Sweden India USA Australia Malaysia Thailand Egypt China Portugal Ukraine Taiwan UK Ghana Belgium Nigeria Chile Incidence of mobile internet access F2. Usage of mobile for purchase or research | D1. Ability to browse mobile internet Local Report 2012 - Belgium ©TNS 2012 30
  31. 31. These global figures show the categories that will be mostly influencedby the smartphone growth in the coming yearsCategories which are purchased or researched via mobile in the path to purchase Mobiles Skin care products 8% Clothes & shoes 14% Computer peripherals 8% 29% Holiday/travel Software 8% 13% Computer components 8% Music Movies 11% White goods/ home appliances 8% 16% PC / Laptop / Tablet Camera (still and video) 6% 10% Cosmetics Gadgets 6% Food 9% 14% Internet or Phone Services 6% F4. Categories purchased/researched via mobile most often Base: Mobile users who have used mobile for purchase/research – Global 4784 Global Report 2012 ©TNS 2012 31
  32. 32. Goodzer is a local product finder app saving shoppers timeand moneyGoodzer app Personal shopping assistant shows shoppers all the stores nearby that carry the item with price, availability and directions to store Search results can be filtered by price, location and store name Shoppers can order the item from their mobile Focus Report – Mobile in the path to purchase ©TNS 2012 32
  33. 33. Price comparison is and will remain the major motivation forinvolvement in mobile retail activities among Belgian consumersMobile activities engaged in path to purchase Compare prices 44 27 31 8 Online research in store 28 9 21 7 Buy products from group buying sites 17 6 14 9 Check what others are saying via social networking 12 5 10 17 Scan QR codes to receive more product information 10 13 9 7 Scan barcode to receive more product information 8 18 7 5 Scan a QR code to pay for the product 7 10 6 12 Scan a barcode to pay for the product 5 15 F3. Current mobile purchase/research usage Currently using Interested in using Base: Those who have used mobile for purchase/research: – Belgium 56 Local Report 2012 - Belgium ©TNS 2012 33
  34. 34. Amazon price checker encourages consumers to visit bricks andmortar stores to try products before finding them cheaper on Amazonand buying on their mobileAmazon Price Check Consumers scan the barcode, take a photo or use voice to find the Amazon price for a product they find in-store Amazon encourages shoppers to share prices they find to make sure Amazon can’t be beaten on price Focus Report – Mobile in the path to purchase ©TNS 2012 34
  35. 35. Belgian consumers still use their mobiles less than averagefor pre-sales research & for mobile paymentsMobile in path to purchase activity timeline To redeem mobile Scan the barcode to receive more information on the coupons Scan a barcode to pay product 8 1 for the product Scan QR codes to receive more information on the Scan a QR code to pay product 10 1 for the product Pay for a product by 31 21 12 9 7 28 44 14 10 1 touching phone against a sensor Online Read research Online independent Receive a special deal by while in theresearch product reviews Take notes interacting with an advert storewhile at of product home Check what Receive updates details in others are saying from nearby store on Facebook & shops / places of To compare blogs interest prices In-store activity F2. Usage of mobile for purchase or research Base: Mobile users – Belgium 56 Local Report 2012 - Belgium ©TNS 2012 35
  36. 36. Mobile banking is set to grow tremendously in BelgiumM-commerce opportunity Intended banking in Belgium Current banking in Belgium 51 42 20 20 72 23 77 5 8 8 Do not / would Via A bank Via mobile Online via not use a bank telephone branch phone PC E3. Current banking channel usage | E3a. Future banking channel usage Base: All respondents – Belgium 801 Local Report 2012 - Belgium ©TNS 2012 36
  37. 37. THANK YOU!erik.luijts@tnsglobal.com ©TNS 2012 37

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