UK consumers and Mobile Internet Usage


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Lightspeed Research presentation on mobile usage in the UK - first presented at the Mobile Squared event in Nov 09 - London

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  • Generation x is the key audience for mobile web and mobile web is a large part of the mobile web users daily lives Surprising the 35-44 were the heaviest users – but this could be due to the cost of access and phones – also they may have business phones
  • There are key differences between Men and women in terms of access with men having a preference for news, information and sport before social networking……but for women this is the second most key factor after using the mobile web to find information
  • Despite the overall Gender divide……the key factor here amongst the age groups is the youngsters are hugely driven by social networking… 35 – 54 news and information
  • No surprises here the motivations for web use are pretty similiar………but as the functionality and access is much better people are using their phones to access the web much more…
  • Your phone is part of you….you do not want to be “called to action” and see it as intrusive if you get ads or messages from Brands Interesting that the mobile phone may be a way to get interest, but consumers are not ready yet to take action on their phones. When looking to do a promotion on the phone, companies must ensure that there is a method for the consumer to take action on their PC Younger people are more open to this new medium
  • However, here we can see that, if there is a call to action you would welcome it. but it doesn’t improve your relationship to that brand anymore… A third of people would find it intrusive, so care must be taken when creating mobile campaigns.
  • Ecomerce at the moment is not a key motivator to people as we have alraady seen…it is all about information and hence..people do not see the mobile web as the way in which they want to purchase goods…….this is a key difference between PC web……… This work to be done to change consumers mind set with over 40% still not wanting to
  • Its all about information – the key one here is about finding information about local services……..and not about buying pizza, or using your phone as a payment device!
  • Large totals here from previous studies back this up…..that people are not interested in purchasing on their phones…… the moment! 1000 respondents April 2008
  • Its always nice to ask people nevertheless……if you did buy what would you consider……. People need to trust who they are buying from – either a well known brand or someone they already have a relationship with online. Just offering good prices may not be enough to convince them April 2008
  • Here European research across the big 3 markets suggests the main thing people want from their mobiles is Sat Nav…. Interesting the new Google Mobile app that may replace a lot of Sat navs Security is always a concern and having too much information on their phone is in the abck of consumers minds 1000 Respondents Sept 2008
  • UK consumers and Mobile Internet Usage

    1. 1. UK consumers and Mobile Internet Usage Tom Meyritz
    2. 2. Lightspeed Research <ul><li>A global interactive data solutions provider ... </li></ul><ul><li>... delivering effective global panels for effective business solutions </li></ul>
    3. 3. Agenda <ul><li>Methodology of the research </li></ul><ul><li>Frequency of Mobile Web Usership </li></ul><ul><li>Motivations for using the Mobile Web </li></ul><ul><li>Information and Social Networking vs Ecommerce </li></ul><ul><li>Mobile Web and its relationship to PC web </li></ul><ul><li>Key Take Outs </li></ul>
    4. 4. Methodology <ul><li>Online Survey </li></ul><ul><li>Based on 1407 Respondents in the UK </li></ul><ul><li>Nationally Representative of Adults 18+ </li></ul><ul><li>527 or 37% of the sample cannot or do not access the internet on their phones </li></ul><ul><li>The following results are based on the 63% of respondents that do use the Mobile web in the UK. </li></ul>
    5. 5. Frequency of Mobile Internet usage
    6. 6. Motivations for accessing
    7. 7. Age is a factor
    8. 8. Smart phones more heavy users
    9. 9. Information but not action?
    10. 10. Mobile Web and the PC web A balance between helpful and intrusive?
    11. 11. Payment a way to go? <ul><li>78% of mobile users have not paid for items over £10 </li></ul>
    12. 12. What they would like to do
    13. 13. Previous Research suggests the same trend against using phones for Ecommerce
    14. 14. But if they were going to…What would they buy? Chart 3: Base = all respondents willing to shop from their mobile
    15. 15. And one final thought on the future
    16. 16. Key Take outs…….. <ul><li>Amongst the younger audiences social networking is the key driver for using the mobile web </li></ul><ul><li>Smart phone usage is on the up, and those with smart phones use the web much more often then others…. </li></ul><ul><li>Ecommerce on the mobile web is under developed and not a key driver for use…(YET) </li></ul><ul><li>Mobile web has different key motivation factors to the PC web being much more information and socially driven…suggesting the mobile web will not replace some of PC web at the moment….. </li></ul>
    17. 17. Thank you Tom Meyritz [email_address]