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Orange Exposure 2011 (Orange) -NOV11

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Por cuarto año consecutivo Orange lanza su estudio Exposure donde se analizan los hábitos de consumo de Tablets y Smartphones. (inglés)

Published in: Business, Technology
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Orange Exposure 2011 (Orange) -NOV11

  1. 1. Exposure 2011A report into how European consumers (UK, France, Spain, Poland) are engaging with mobile media and tablets. 1
  2. 2. Exposure 2011 Objectives • Aim of the study was to reveal mobile internet and tablet device penetration as well as user habits across key European markets: - Discover how Europeans are using mobiles ant tablets to access the Internet and digital media. - Compare key markets to see what regional trends and differences exist. - Provide insight into what type of content Europeans are accessing, when and how often - Develop insights and guidelines for brands and agencies looking to use the mobile platform to reach European consumers. 2
  3. 3. Methodology Calibration phase on nationally representative sample of 2000, conducted face-to-face• Main phase conducted on-line: • Main phase conducted on-line: - 1000 mobile media users - 150 tablet media owners• Fieldwork : • Fieldwork : - June 2011 - September 2011 The main phase has been weighted according to the main findings of calibration 3
  4. 4. What do we mean by mobile media ?…from their mobile… Access the Internet via free or paying applications Communicate or interact with friends via social networks Download music Send & receive personal e-mails Accessing music content on the Internet from your mobile Access the Internet to search sites that you Use streetmap, GPS or could search on a geolocalisation computer Download videogames Watch video/film/music Watch TV on demand Send & receive emails Use instant messaging or chatting Receive information associated with a particular place or product via bluetooth (i.e. 4 when walking nearby) 4
  5. 5. What do we mean by tablet media usages? Communicate or interact with friends via social networks Access the Internet via free or paying applications Send & receive personal e-mails Access the Internet to search sites that you Download music or videogames could search on a computer Send or receive pictures / videos Use streetmap, GPS or Access music content on geolocation Use Bluetooth the Internet Watch TV Use instant messaging orWatch downloaded content Watch video/film/music chatting clips on demand Watch content in streaming Read newspapers/magazines Read or download books 5
  6. 6. European mobile media landscape 6
  7. 7. Mobile media is growing 2011 2010 44% U.K. 30% 28% France 23% 27% Spain 20% Poland 18% 14% 0 10 20 30 40 50 Penetration rate for mobile media usage among mobile owners 7
  8. 8. Smartphone penetration has ramped up in Spain 2011 2010 76% U.K. 60% 70% France 69% 71% Spain 29% Poland 31% 29% 0 20 40 60 80 Penetration rate among mobile media users 8
  9. 9. iPhone and BB make up large % of users Smartphone ownership by brand (among mobile media users) U.K. France Spain X 3 from 2010 Poland 0 5 10 15 20 25 30 iPhone Blackberry base: mobile media users 9
  10. 10. Photofit of a typical European mobile media user 55% male 45% female 58% are under 35 68% are fully employed 16% are students Contract Type Data tariffs Unlimited Data Packages 100 100 50 50 0 0 U.K France Spain Poland U.K France Spain Poland Pay monthly Pay as you go 53% 80% 51% 24% (60%) (28%) 10
  11. 11. Browser dominance confirmed, app icon access growing base: mobile media users 80 70 60 50 40 30 20 10 0 UK France Spain Poland Web browser Application icons 11
  12. 12. Opportunities for mobile advertising 67% 59% 68% 71% % of mobile media users interested by at least one mobile advertising format* 12* % from 7 to 10 out of 10 scale
  13. 13. What opportunities for mobile advertising ? % from 7 to 10 out of 10 Coupons 50% 38% 43% 45% (41%) Alerts for special promotions /sales 31% 28% 30% 38% (24%) (34%) Short text message advertisement 17% 16% 15% 13% Text message sent to your phone that contained a link 24% 16% 19% 15% Information on the area you’re in via text message 28% 24% 29% 34% Information via Bluetooth 24% 21% 26% 34% Sponsored screen savers 24% 24% 20% 27% (17%) Sponsored pages on the web 16% 16% 17% 15% Sponsored games 29% 23% 28% 30% Sponsored videos 18% 20% 19% 22% Ads at the top or bottom of your screen 14% 11% 13% 8% Picture or video message advertisement 16% 15% 15% 16% Ads for tickets and reservations 23% 19% 23% 25% Ringback tone 15% 17% 15% 35% 1313 Base : Mobile media users
  14. 14. European tablet media landscape 14
  15. 15. Tablet media is lagging behind mobile media Mobile media Tablet media 44% U.K. 11% 28% France 7% 27% Spain 14% 18% Poland 2% 0 10 20 30 40 50 Mobile media: penetration rate among mobile owners 15 Tablet media: penetration rate among mobile media users
  16. 16. Tablet device ownership reveals major differences in Spain Device ownership by brand (among tablet media users) U.K. France Spain 0 20 40 60 80 100 I-Pad Samsung Tab Archos Toshiba BB playboxbase: tablet media users 16
  17. 17. Spanish tablet user profile do not fit French and U.K. ones Who uses Male 53% 55% 50% the tablet? Gender Female 47% 45% 50% Around 2 people use the tablet in the household Age < 35 y.o. 37% 54% 50% 83% the spouse / 44% the children Working Working 78% 65% 67% Status 3G connection 24% 24% 43% U.K France Spain 17
  18. 18. Tablet devices do not have the same usage Smartphone usage Tablet usage 3.5’’ 7’’ 9.7’’ on-the-go home 3G Wi-Fi18
  19. 19. Mobile vs tablet media usage19
  20. 20. Where are these devices being used? Home 79% 95% Bus Train 50% 20% Out & about 72% 38% Work 57% 24%20 average (UK-FR-SP-PL) average (UK-FR)
  21. 21. What are these devices being used for? “Kill time….” “Save time….” Mean grade of 7 on a scale from 1 to 1021 ‘What people think about using mobile / tablet for media purpose’
  22. 22. How do they effect PC (web) consumption? Complimentary: “…when we can’t use a PC” creating new behaviours 16% increase in pc/laptop usage Cannibalistic: “…instead of a PC” “more convenient” 13% decrease in pc/laptop usage ‘What people think about using mobile / tablet for media purpose’22 ‘What activities do people do more or less since they use mobile / tablet’
  23. 23. How do they effect traditional TV* consumption? Complimentary: 2nd Screening: social + investigation 4% increase in traditional tv* consumption Cannibalistic: On Demand (33%) – streaming (36%) – live TV (38%) 4% decrease in traditional tv* consumption23 * traditional tv consumption: watching live tv on traditional tv set ‘What activities do people do more or less since they use mobile / tablet’
  24. 24. Tablet users are more likely to purchase via their devices 80 70 60 50 40 30 20 10 0 UK France Spain Poland Mobile users Tablet users* M-commerce = using mobile phone to either pay, redeem or reserve something 24
  25. 25. Trust remains important on mobile and tabletImportance of knowledge and trust in brands present on the Internet for mobile/tablet users 50 40 30 20 10 0 U.K. France Spain Poland Mobile users Tablet users 25
  26. 26. What opportunities for tablet advertising ? Interested by at least one % At least one format from advertising format 7 to 10 out of 10 54% 54% 76% % At least one format at 10 incl. Very interested out of 10 17% 19% 27% % from 7 to 10 out of 10 Coupons 39% 38% 51% Alerts for special promotions/sales 25% 32% 43% Information on the area you’re in via text message 20% 23% 45% Information via Bluetooth 18% 21% 33% Sponsored screen savers 17% 18% 32% Sponsored pages on the web 9% 17% 28% Sponsored games 23% 22% 37% Sponsored videos 11% 23% 27% Ads at the top or bottom of your screen 9% 15% 23% Ads for tickets and reservations 13% 23% 33% Base : tablet media users 26
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