Nick Lane, mobileSQUARED, UK mobile update

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Nick Lane, mobileSQUARED, UK mobile update

  1. the mobile landscapeNick Lane, chief strategy analyst, All data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer Trends database
  2. About mobileSQUAREDSpecialists in mobile consumer engagementWe do it using Mobile Consumer Trends, the only forward-looking mobileconsumer forecasts, based on extensive ongoing qual/quan mobile marketand consumer research.How we do itWe create the Then segment • Advertising Then • Device type Then wemobile market the data by • Apps by • Age forecastforecasts • Internet • Gender • Messaging • Location • Commerce • Socio-economics
  3. Our view of the UK mobile marketNumber of subscriptions will increase from 82.9 million end-2011to 86.02 million by the end of 2016 Total UK mobile subscriptions88,000,00086,000,00084,000,00082,000,00080,000,00078,000,00076,000,00074,000,000 4Q09 4Q10 4Q11 4Q12 4Q13 4Q14 4Q15 4Q16
  4. Featurephones still dominate but ... 45.8 million90,000,00080,000,00070,000,000 Featurephones/other60,000,000 Other smartphones Microsoft50,000,000 Symbian40,000,000 BlackBerry30,000,000 Android20,000,000 iPhone10,000,000 - 4Q09 4Q10 4Q11
  5. ...NOT FOR LONG4 out of 5 phones shipped during 2011 are smartphones
  6. Arise Sir SmartphoneSmartphones experiencingunprecedented growth in the UK90,000,000 Smartphones to80,000,000 overtake featurephones70,000,000 Featurephones/other in 4Q201260,000,000 Other smartphones Microsoft50,000,000 Symbian40,000,000 BlackBerry30,000,000 Android20,000,000 iPhone10,000,000 - 4Q09 4Q10 4Q11
  7. UK smartphone growth Smartphone penetration: 14% in 2009 24% in 2010 39% end 2011 UK mobile market 4Q2009 Smartphone UK mobile market 4Q2010 UK mobile market 4Q2011
  8. Android overtakes iPhone in 2011 as the biggest Platform size by volume up to 2016: 1. Android 2. iOs 3. Blackberry90,000,00080,000,00070,000,000 Legacy Android CAGR 86%60,000,000 Featurephones Other50,000,000 Microsoft40,000,000 Symbian BlackBerry30,000,000 Android20,000,000 iPhone10,000,000 iPhone growth stabilising - 4Q09 4Q10 4Q11 4Q12 4Q13 4Q14 4Q15 4Q16
  9. 2011According to Mobile Consumer Trends
  10. Key usage numbers (4Q2011)Mobile internet users 26.14 million 39%App users 22.02 million 33%Mobile Ad reach 13.62 million 20%M-commerce 16.37 million 24%Opt-in marketing 14 million 21% Nb all MCT data based on 18-64 year olds
  11. BIGGER
  12. Key usage numbers (4Q2011)Mobile internet users 26.14 million 39%App users 22.02 million 33%Mobile Ad reach 13.62 million 20%M-commerce 16.37 million 24%Opt-in marketing 14 million 21% Nb all MCT data based on 18-64 year olds
  13. UK mobile usage landscape 2Q... Mob Int: 7% M-comm: 5% Apps: 1% M-comm: 1% Mob Int: 11% Mobad conversion: M-comm: 12% 65,250 Mob Int: 5% Apps: 5% M-comm: 5% Mob Int: 2% Apps: 2% Mobad conversion: Mob Int: 10% 300,142 Mobad conversion: 514,862 Mob Int: 5% M-comm: 5% Apps: 6% M-comm: 6%Mob Int.: 1.3 mil. Apps: 7% M-comm: 7% Total mobad Apps: 14% reach: 2.5 mil. Total mobad Mob Int: 12% Apps: 18% reach: 16% M-comm: 9% M-comm: 22%
  14. ... And 4Q Mob Int: 1.88 mil. M-comm: 929,828 Apps: 1.3% M-comm: 207,927 Mobad conversion: 1.3%Mob Int: 562,055 Apps: 473,363Mobad conversion: Mob Int: 2.7 mil. 408,652 Mobad conversion: 12% Apps: 1.43 mil.M-comm: 1.2 mil. Mob Int.: 6.5% Apps: 1.6 mil. M-comm: 1.3 mil. Total mobad Apps: 3.11 mil. reach: 26% Total mobad Apps: 4.1 mil. reach: 2.12 mil. M-comm: 4.1 mil.
  15. Out with the old
  16. Smartphone market, 4Q1112,000,00010,000,000 8,000,000 6,000,000 4,000,000 2,000,000 - iPhone Android BlackBerry Symbian Microsoft Others
  17. United Kingdom of Android 858,9167.5 millionNumber of Android mobile internet users in 4Q2011 338,611 1.39 mil. 1.06 mil.
  18. 490,526Android app users 781,2256.8 million Number of Android app users in 4Q2011 308,116 496,675 1.26 mil. 965,339
  19. App users 2Q11 FEMALE MALE •Number of females using apps has now overtaken male usage •The gender gap will now start to widen, but...
  20. Frequent downloader, Heavy downloader, Frequent user Frequent user App user trends 4Q11
  21. How appealing are apps? App users by region, 3Q2011 iPhone app users by region, 4Q2011 513,290 322,4157.15 milTotal iPhone users 4Q11 1.32 mil. 463,248 840,709
  22. Mobile Responsive browser, mobile purchaser advertisingMobile ad conversion twice as likely in males vs. females Responsive browser, PC purchaser Total mobile advertising reach reach by smartphone Mobile advertising
  23. Where is this all heading?
  24. There’s money in this M-commerce users by device20,000,00018,000,000 72% of m-commerce users16,000,000 on smartphones in 3Q201214,000,00012,000,000 Non-smartphone10,000,000 Other smartphones Android 8,000,000 iPhone 6,000,000 4,000,000 2,000,000 16.3 million Users of m-commerce in 4Q2011 - 1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12 10.2 million Users of m-commerce in 3Q2012
  25. Male vs. female adoption FEMALECONSUMER ADOPTION MALE MOBILE INTERNET Service adoption delay MOBILE COMMERCE 4Q2011 TIME
  26. Central, 4Q11 Mobile internet – 3.69 mil.12000001000000 800000 600000 400000 200000 0 iPhone Android Other App users – 3.11 mil. M-commerce – 2.5 mil. 1200000 700000 1000000 600000 500000 800000 400000 600000 300000 400000 200000 200000 100000 0 0 iPhone Android Other iPhone Android Other
  27. Central, 4Q11Mobile internet – 3.69 mil.50.1% female / 49.9% male 18-24 – 282,016 35-44 - 416,573 55-64 – 346,530 App users – 3.11 mil. M-commerce – 2.5 mil. 51% female / 49% male Male – 1,323,051 25-34 – 659,529 total Female – 1,063,647 25-34 – 330,424 female 25-34 – 329,105 male 18-24 – 500,493
  28. ConclusionInternet and apps comparable in mobile usageMales more receptive to mobile advertisingAndroid on a march, butGreater interaction/engagement on iPhoneSmartphones to overtake featurephones in 2012Growth will only accelerateNick LaneChief strategy analystmobileSQUAREDnick@mobilesquared.co.uk+44 118 977 6902 Source: Mobile Consumer Trends, in association with

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