1. ©TNS 2012
The Mobile revolution;
impact for marketeers
Martin Warmelink
Client service director and Digital Lead
TNS Nipo

2. ©TNS 2012
Smartphone ownership
2
Tablet in household
55% 30%
0%
10%
20%
30%
40%
50%
60%
2009 2010 2011 2012
0%
10%
20%
30%
40%
50%
60%
2009 2010 2011 2012
2012 sales
Smartphone %: 67%
OS:
- Android 65%
- IOS 25%
- Blackberry 5%

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Backgrounds
20th of April - 20th of May 2012.
Android (High End) n=432
Android (Low End) n=338
BlackBerry n=99
iPhone n=243

6. ©TNS 2012
mins.
Daily application face time
(# minutes per user per day)
Communication market face time during the day
(# minutes per user throughout the day)
0
0,4
0,8
Voice SMS IM E-mail Personal networking
mins.
Communication overview

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Quiz:
How much time spent on apps and mobile websites per
day?
(excluded Voice, SMS and system apps)
a. Less than 15 minutes
b. Between 15 and 30 minutes
c. Over 30 minutes

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Applications
and online
websites
account for an
average of
42
minutes
of market face
time per day for
smartphone
users

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Pre-purchase period
(# months before)
Total fixed internet usage before and after smartphone purchase
Moment of 1st
smartphone
purchase
Post-purchase period
(# months after)

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Pre-purchase period
(# months before)
Total fixed internet usage before and after smartphone purchase
Moment of 1st
smartphone
purchase
Post-purchase period
(# months after)

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Fixed internet usage before and after purchase
Average # of minutes per user over 6 months period
Base: smartphone owners

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Quiz:
Who spends most time on the internet on their device?
a. Blackberry users
b. Android users
c. iPhone users

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Applications
and online
websites
account for an
average of
42
minutes
of market face
time per day for
smartphone
users
1. Android High – 48 minutes
2. Android Low – 41 minutes
3. Blackberry – 36 minutes
4. iPhone – 33 minutes

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Consumer
Segmentation for
Dummies

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Total/Day
42
mins.
19
18
32
13
12
11
0,1
7
Communication
Entertainment
Information
Management
Social networking & connecting
Email
Multi-media & entertainment
Online gaming
Personal interest
Shopping
Knowledge & education
News, sport & weather
Personal admin
Planning and organising

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Quiz:
On which device do people spend more time?
a. Smartphones
b. Tablets

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Applications and
online websites
account for an
average of
22
minutes
of market face time
per day for iPad
users

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Quiz:
What is the biggest activity on iPads?
a. Multimedia
b. Social
c. Gaming

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Total/Day
22
Total/Day
42

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“Mobile is not always mobile”
*
3G
WiFi
17
minutes
a day
25 minutes
a day
Total daily
market time

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Quiz:
App vs. web
a. 55% apps
b. 75% apps
c. 95% apps

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Mobile is app...
95%

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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 10 100 1.000 10.000
Total spend time (hours) (App) Total spend time (hours) (websites)
And mobile is Web ….
Web sitesApps

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Relevance
Independence
Convenience
Experience
Transparency
27%
13%
20%
16%
18%
8%

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1. Build consumer journeys
2. Formulate KPI’s and how to measure
success
3. Create a uniform brand experience
across platforms
4. Begin with a responsive website
5. Maybe then apps….
6. Launch and iterate
6 ingredients for a mobile strategy

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10.000
1.000
500
New developments
Multi device panel

29. ©TNS 2012
Thank you
Martin Warmelink
Client service director and Digital Lead
TNS Nipo
+31 653720496
Martin.warmelink@tns-nipo.com