BBC Mobile Affluent Connection March 14
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1. The document analyzes data from a study on smartphone and tablet usage among affluent consumers in several countries. It finds that affluent consumers use their mobile devices extensively and prefer them over desktop computers for many tasks like accessing news, social media, and work-related activities. 2. Affluent consumers, especially those with the latest generation of devices, are highly receptive to mobile advertising. They are willing to see ads if it means accessing free content and services, and feel mobile ads can help brands appear modern, innovative, and in touch with their needs. 3. The data shows affluent consumers spend significant time on their mobile devices each day accessing news apps and content, checking social media
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BBC Mobile Affluent Connection March 14
- 1. 1 Affluent connection REACHING HIGH INCOME CONSUMERS WITH MOBILE BRAND ADVERTISING A research study by BBC Global News
- 3. 3 Source: Affluent Connection, Millward Brown, 2013 SMARTPHONE / TABLET USERS SURVEYED SWEDE N INDIA GERMAN Y HONG KONG AUSTRALIA UNITED STATES
- 4. 4 CONNECTING TO THE AFFLUENT Affluent consumers The top 20% income earners, mirroring Ipsos PAX, EMS and Mendelsohn surveys General populationand we compared them to the WE WORKED WITH THE BEST Millward Brown a leading research agency specialising in advertising, media, digital and brand equity research Source: Affluent Connection, Millward Brown, 2013
- 5. 5 AFFLUENTS LOVE NEW TECH Source: Affluent Connection, Millward Brown, 2013 Q3. What type(s) of mobile devices do you currently use? By mobile phone we mean a device which you make calls and/or texts on. By tablet, we mean your mobile device which typically uses touch screen and requires WiFi to connect to the internet Q3a. Please name the specific make and model of your main mobile phone?. 20% Latest generation 6% Older generation 13% 12% 29% 3% 27% 16% Large Small SMARTPHONE TABLET
- 7. 7 BE WHERE THEY ARE… Source: Affluent Connection, Millward Brown, 2013 Q6. Which of the following best describes how frequently you access the Internet (excluding apps) from your mobile device? At least once an hour 18% higher than the general population 39% of affluents access the internet on mobile Latest generation users are twice as likelyto access the internet hourly versus users of older generation 2x
- 8. 8 GETTING DOWN TO BUSINESS Source: Affluent Connection, Millward Brown, 2013 Q17. Do you use your mobile device for business? Q31. When thinking of your mobile phone/tablet, please indicate how strongly you agree or disagree with the following statements. Compared to the general population… more likely to use their mobile phone for business 27% more likely to agree that their mobile phone is the primary tool for organising their work life36% more likely to agree that increasing amount of their work is accomplished on the phone 35%
- 9. 9 TIME WELL SPENT Source: Affluent Connection, Millward Brown, 2013 Q18a. On a typical week day what percentage of your total usage of your mobile phone is work-related? 46%of affluents who use their phone for business APAC region blazes the trail 53% India 54%Australia 53% Hong Kong spend most of their time on work-related usage
- 10. 10 DIFFERENT ROLES Source: Affluent Connection, Millward Brown, 2013 Q.31. When thinking of your mobile phone, please indicate how strongly you agree or disagree with the following statements. When thinking of your tablet, please indicate how strongly you agree or disagree with the following statements. Q17. Do you use your mobile device for business? 51% use their mobile phone for business versus 10% who use their tablet 51% indispensible more efficient organising their personal life feel that their mobile is when they are on the go Versus 34% for tablet 59% say their mobile makes them versus 48% for tablet 44% state that their mobile is their primary tool for versus 31% for tablet
- 11. 11 SO, WHAT IS A TABLET FOR…? Source: Affluent Connection, Millward Brown, 2013 Q20 In a typical week, how many hours do you spend using a tablet? Around a quarter of affluent consumers spend over five hours per week playing games and watching entertainment videos on their tabletNearly a third spend over five hours per week social networking
- 12. 12 THE MOBILE EVOLUTION Source: Affluent Connection, Millward Brown, 2013 Q31. When thinking of your mobile phone, please indicate how strongly you agree or disagree with the following statements. 10 20 30 40 50 60 70 General population Affluent consumers Latest generation % agree with statement Mobile phone makes me more efficient My mobile phone is indispensible as I am always on the go Mobile phone is primary tool for organising personal life Mobile phone is primary tool for organising work life
- 13. 13 News on the go
- 14. 14 CLEAR PICTURE EMERGES IN NEWS Source: Affluent Connection, Millward Brown, 2013 Q16. How much do you agree with the following statements? Q22. Thinking about how you use your mobile device compared to a PC or laptop; which of the following activities do you prefer using your mobile device for rather than a computer? 30% prefer mobile devices to their desktop for accessing news Compared to the general population… “My mobile gives me news quickly and instantly without having to switch on the PC. The size of the screen means it's easy to read, too.” MALE, 28, GERMANY 15% more likely to share news stories on a mobile than desktop 28% for business/finance news for consuming current affairs or breaking news 11%more likely to prefer using mobile devices than desktop
- 15. 15 DIGITAL NEWS CONSUMPTION IS CHANGING Sources: Affluent Connection, Millward Brown, 2013 and Connecting The Story, InSites Consulting, 2012 Samples: 1,908 (InSites Consulting) and 3,000 (Millward Brown) Q15. If you could only use one device to consume news, which would it be? “I’ve always got my phone on me and I always keep up-to- date.” FEMALE, 27, GERMANY “If you could only use one device to consume news” YoY2012/13 +15 %mobile phones +9% tablets -17% desktop
- 16. 16 ENGAGING THE AUDIENCE Sources: Affluent Connection, Millward Brown, 2013 and Connecting The Story, InSites Consulting, 2012 Samples: 1,908 (InSites Consulting) and 3,000 (Millward Brown) Q.14. How would you describe the way you consume news on each device? 2012 37%Skim or scan the headlines 2013 32% -13% 13% 16% +21 % Read / watch in depth “How you consume news on mobile phones”
- 17. 10 15 20 25 30 35 General population Affluent consumers Latest generation % preference for different news types on mobile versus desktop Current affairs/breaking news Business/finance news Sports news 17 GROWING PRERENCE FOR NEWS ON THE GO Source: Affluent Connection, Millward Brown, 2013 Q22. Thinking about how you use your mobile device compared to a PC or laptop; which of the following activities do you prefer using your mobile device for rather than a computer?
- 18. 10 20 30 40 50 60 70 80 General population Affluent consumers Latest generation % consuming different news formats on mobile phone Browse news headlines Read news articles Read articles connected to the main article 18 DIGGING DEEPER Source: Affluent Connection, Millward Brown, 2013 Q21. You said you use your mobile phone for news-related content. Which of these do you do when browsing news-related content?
- 19. 19 AFFLUENTS LOVE NEWS APPS Source: Affluent Connection, Millward Brown, 2013 Q27. Of the different types of apps installed on your mobile phone, how often do you use them? Q28. Of the different types of apps installed on your tablet, how often do you use them? Q29: You said you have a news app installed on your mobile device. Which method of accessing the news do you prefer? access news apps at least once a day – 13% more than the general population41 % Travel, business and finance are also more important for affluents News Most used apps Social networking
- 20. 20 AFFLUENTS LOVE EFFICIENCY Source: Affluent Connection, Millward Brown, 2013 Q30: Which of the following best describes why you prefer to use an application rather than your browser? “I can easily access news apps – it’s faster than browsing websites on your computer.” MALE, 22, INDIA “It is easier to get news on my mobile device via the app and the app alerts me to breaking news.” MALE, 31, USA Reasons they prefer apps over browsers… Efficiency 57% Speed 20% Tailored look and feel 11%
- 21. 21 OPENING UP A WHOLE NEW WORLD Source: Affluent Connection, Millward Brown, 2013 Q21. You said that you use your mobile phone for news-related content. Which of these do you do when browsing news-related content? 34%Watch news videos 31% +10 % Watch live news streaming Latest generation Older generation 23% 21% +10 %
- 22. 22 AND IT’S THE BEST OF BOTH WORLDS Source: Connecting The Story, InSites Consulting, 2012 Q: For each device you have access to, please tell me, for a typical 24-hour period, when you would use it to access the news or consume the news during the week? Base: Tablet users: 2,014 / Non Tablet users: 1,596 NON TABLET USERS TABLET USERS` % using smartphone to access news across the day 35 30 25 20 15 10 5 0
- 24. 24 ENHANCE YOUR BRAND Source: Affluent Connection, Millward Brown, 2013 Q40. To what extent do you agree or disagree with the below statements? 15% higher than the general population Advertising on mobile will enhance brand perception asmodern and dynamic
- 25. 25 AND MAKE IT PERSONAL Source: Affluent Connection, Millward Brown, 2013 Q38. Please select how much you agree or disagree with the below statements. Seeing an ad on my mobile device for a brand makes me think that the brand is Seeing an ad on my mobile device makes me think the brand is... Latest generation Older generation Trustworthy 29% 23% Appealing 32% 25% In touch with my needs 32% 27% For someone like me 31% 24% High quality 29% 23% Desirable 29% 25% Innovative 33% 24% Reputable 29% 24%
- 26. 26 READY TO RECEIVE Source: Affluent Connection, Millward Brown, 2013 Q.31 When thinking of your mobile phone, please indicate how strongly you agree or disagree with the following statements. I am willing to see ads on mobile websites as long as the websites are free to access I am willing to share my location to get more relevant services and offers on my mobile phone. content is free 41%of affluents are happy to see ads on mobile websites as long as the Free content: Relevance: 18% Affluents are more likely to share their location to get relevant services than the general population
- 27. 27 MOBILE IS NOW AS ACCEPTED AS DESKTOP Source: Affluent Connection, Millward Brown, 2013 Q32. And how would you characterize your attitude towards each of the following types of advertising? uplift compared to the general population +27 %% affluents have a positive attitude towards advertising 18% 19% 20%
- 30. Aided Brand Awareness Brand Favourability Purchase Intent +7.9 % +59.5% +47.8% Ad Awareness Message Association +6.1 % +8.4 % +12.7 % +3.0% +11.8% +2.6% +2.9% % 31 DESKTOP IS A PROVEN MEDIUM Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control Average brand metric changes for mobile and online campaigns
- 31. Aided Brand Awareness Brand Favourability Purchase Intent +7.9 % +59.5% +47.8% Ad Awareness Message Association +6.1 % +8.4 % +12.7 % +3.0% +11.8% +2.6% +2.9% % 32 BUT MOBILE IS TWICE AS EFFECTIVE Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control Average brand metric changes for mobile and online campaigns
- 32. 33 …FOUR TIMES AMONG AFFLUENTS Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control Average brand metric changes for top 20% income earners: mobile vs. desktop campaigns +4.7% +71.4% +63.2% +12.5% +16.8% Aided Brand Awareness Brand Favourability Purchase Intent Ad Awareness Message Association +12.7 % +2.4% +16.2% +3.3% +2.7% %
- 33. % 34 MOBILE IS TWICE AS IMPACTFUL AMONG AFFLUNTS Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control Average brand metric changes for mobile campaigns: top 20% vs. rest of population Aided Brand Awareness Brand Favourability Purchase Intent +4.7% +71.4% +63.2% Ad Awareness Message Association +12.5% +16.8% +49.1 % +4.5% +32.4% +3.4% +4.7%
- 34. 35 THE PRIME FORMATS Full-Page Interstitial Banner (300x50) MPU Banner (300x250) Sponsorship Button Pre-roll
- 35. 36 THEY PAY ATTENTION Source: Affluent Connection, Millward Brown, 2013 Q.45 How much attention did you pay to the advert? Paid attention to the ad Affluent Consumers % uplift vs general population MPU 80% +1% Full-Page Interstitial 79% +3% Pre-roll 76% -5% Sponsorship Button 70% +6% Banner 69% +1%
- 36. 37 AFFLUENTS SEE ADVERTISING FORMATS MORE POSITIVELY Source: Affluent Connection, Millward Brown, 2013 Q.44 Overall, how favourable was your experience with the above advertising? Very favourable / somewhat favourable Affluent Consumers % uplift versus general population Pre-roll 40% -% MPU 39% +15% Full-Page Interstitial 32% +10% Sponsorship Button 28% +22% Banner 28% +22%
- 37. 38 AND TAKE POSITIVE ACTION 11% more likely they would like, follow or comment about the brand on Facebook or Twitter 12% 21% more likely to visit the brand’s website more likely to look for the brand in a store or purchase the product / use the service Source: Affluent Connection, Millward Brown, 2013 Q48. After viewing the ad, how likely are you to: Like, follow or comment about the brand on Facebook or Twitter? 18% more likely to recommend a brand to friends/family
- 38. 39 IT’S WHAT YOU DO THAT COUNTS Source: Affluent Connection, Millward Brown, 2013 Q35. More specifically, in the past 4 weeks, which of the following actions have you taken as a result of seeing one of the below formats of advertising? A third have interacted with a mobile ad in the last four weeks Acted on seeing an ad on their mobile phone in the last four weeks Banner ads on mobile 29% Full-screen ads on mobile 28% Video ads on mobile 29% Acted on seeing an ad on their tablet in the last four weeks Banner ads on tablet 29% Full-screen ads on tablet 27% Video ads on tablet 29%
- 39. 40 CATCH UP WITH YOUR AUDIENCE… Recognise the changing media habits of affluent consumers. Understand how they spend their time now and be where they are Mobile advertising is effective, even more so among affluent consumers Affluent consumers engage and take action with mobile advertising Technology is driving the change - a faster adoption of the trend is vital
- 41. 42 BBC USERS LOVE THEIR MOBILES Source: Affluent Connection, Millward Brown, 2013 31. When thinking of your mobile phone, please indicate how strongly you agree or disagree with the following statements. 10 20 30 40 50 60 70 80 General population Affluent consumers Top-end handsets BBC General population BBC Affluent consumer % agreeing with statement Mobile phone makes me more efficient Mobile phone is indispensible as I am always on the go Mobile phone is primary tool for organising personal life Mobile phone is primary tool for organising work life BBC audience is 31% more likely to own the latest handsets
- 42. 43 GETTING THE JOB DONE Source: Affluent Connection, Millward Brown, 2013 Q.6. Which of the following best describes how frequently you access the Internet (excluding apps) from your mobile devices? Q17. Do you use your mobile device for business? Q31. When thinking of your mobile phone/tablet, please indicate how strongly you agree or disagree with the following statements. Compared with other affluent consumers they are: more likely to use their phone for work 37% 70% more likely to agree that an increasing amount of work isaccomplished on the phone
- 43. 44 BBC USERS LOVE NEWS ON THE GO… Source: Affluent Connection, Millward Brown, 2013 Q22. Thinking about how you use your mobile device compared to a PC or laptop; which of the following activities do you prefer using your mobile device for rather than a computer? Q27. Of the different types of apps installed on your mobile phone, how often do you use them? 16. How much do you agree with the following statements? 65% Half of the BBC audience prefer using their mobile devices to their desktop to access the news more likely to discuss interesting news stories with others in online chat forums/blogs than other affluent consumers more likely to share news stores on their mobile device than their desktop 100%
- 44. 45 …AND EXPECT RICHER CONTENT Source: Affluent Connection, Millward Brown, 2013 Q21. You said that you use your mobile phone for news-related content. Which of these do you do when browsing news-related content? 24%Watch news videos 43% +79 % Watch live news streaming 16% 32% +100 %
- 45. 46 BUILDING BRANDS WITH BBC MOBILE Source: Affluent Connection, Millward Brown, 2013 Q22. Thinking about how you use your mobile device compared to a PC or laptop; which of the following activities do you prefer using your mobile device for rather than a computer? Q27. Of the different types of apps installed on your mobile phone, how often do you use them? 16. How much do you agree with the following statements? brands should be advertising on mobile Compared with other affluent consumers those using the BBC are twice as likely to agree that: brands who use mobile advertising are more desirable mobile advertising helps them connect to brands
- 46. 47 Appendix
- 47. 48 iPHONES OWNERSHIP RELATIVELY GREATER AMONG AFFLUENTS Source: Affluent Connection, Millward Brown, 2013 Affluent consumers General population iPhone 42% 30% Android phone 51% 57% Windows phone 8% 6% Blackberry 9% 5% Other smartphone 7% 10% Small tablet e.g. iPad Mini, Kindle Fire, Nexus 7, etc 13% 12% Large tablet e.g. iPad, Nexus 10, Galaxy Note 10, etc 27% 16% Any tablet 36% 26%
- 48. iPhone 54% 32% Android 45% 54% Windows 5% 6% Blackberry 2% 7% Other 8% 8% Tablet 43% 30% Large 37% 21% Small 9% 11% iPhone 21% Android 69% Windows 17% Blackberry 24% Tablet 30% Large 19% Small 14% iPhone 57% Android 63% Windows 14% Blackberry 11% Tablet 41% Large 34% Small 18% iPhone 47% Android 40% Windows 7% Blackberry 4% Tablet 37% Large 30% Small 12% 49 Source: Affluent Connection, Millward Brown, 2013 Base: all affluent consumers (3,000) …BUT VARIES BY COUNTRY SWEDE N INDIA GERMAN Y HONG KONG AUSTRALIA iPhone 46% Android 40% Windows 5% Blackberry 7% Other 5% Tablet 35% Large 23% Small 16% UNITED STATES
- 49. 50 MOBILE DRIVES BRAND AWARENESS AND POSITIVE PERSUASION Source: AdIndex for Mobile Norms through Q4/2012; Overall Mobile N=114, campaigns, Sample = 436,016 Change = Exposed-Control Average change in metrics per mobile campaign among all respondents globally 45.1 50.8 17.8 59.6 20.5 48.9 53.9 26.3 61.4 32.7 Purchase Intent Brand Favourability Message Association Aided Brand Awareness Ad Awareness Expose d TOTAL POPULATION MOBILE +59.5 % +7.9% +47.7 % +6.1% +8.4%
- 50. 38.0 45.6 16.9 72.5 30.0 39.1 46.8 19.0 74.7 33.8 Exposed Control Aided Brand Awareness Brand Favourability Purchase Intent +7.9% +59.5% +47.7% Ad Awareness Message Association +6.1% +8.4% 32.7 20.5 53.9 61.4 17.8 26.3 56.9 48.9 50.8 45.1 +12.7 % +3.0% +11.8% +2.6% +2.6% % 51 TWICE THE POWER OF DESKTOP Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control Average brand metric changes for mobile and online campaigns
- 51. % 52 TWICE THE POWER FOR AFFLUENTS Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control Average brand metric changes for mobile and online campaigns 21.4 57.2 17.6 46.7 42.7 31.9 59.8 23.3 48.3 44.7 Exposed Control Aided Brand Awareness Brand Favourability Purchase Intent +4.7% +71.4% +63.8% Ad Awareness Message Association +12.5% +16.8% 38.4 22.4 43.2 66.2 17.4 28.4 63.2 37.5 38.4 32.1 +49.0 % +4.7% +32.9% +3.4% +4.7%
- 52. 37.0 46.1 14.2 78.6 29.1 38.0 47.6 16.5 80.5 32.8 Exposed Control % 53 FOUR TIMES THE POWER OF DESKTOP Source: MarketNorms for Desktop, last 3 years, N=941 campaigns AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control Average brand metric changes for top 20% mobile vs. Top 20% online income earners Aided Brand Awareness Brand Favourability Purchase Intent +4.7% +71.4% +63.8% Ad Awareness Message Association +12.5% +16.8% 38.4 22.4 43.2 66.2 17.4 28.4 63.2 37.5 38.4 32.1 +12.7 % +2.4% +15.5% +3.3% +2.4%
Editor's Notes
- The drive behind this research was the belief that the advertising industry understands mobile consumption, including mobile advertising, fairly well. But that the mobile behaviour of affluent consumers globally may differ from that of the general population. Millward Brown’s award winning research – AdReaction – released last year contained some powerful insights into consumers’ mobile behaviour but did not look deeper into demographic differences.
- Fieldwork: conducted online: 20th September – 14th October 2013
- For this project we surveyed 6,000 smartphone owners aged 18+ – almost a third of whom also owned a tablet. Obtained 1,000 sample from each country – selecting a diverse range of countries hoping for some interesting national differences but found a fairly uniform story globally. BBC users fell out naturally within the sample. Over 1/3 of affluents use the BBC mobile news sites or news app at least once a month And this top 20% are a third more likely (32%) to visit the BBC weekly compared to the bottom 80%.
- Our audience – and those of our competitors like CNN – are measured on EMS, PAX and Mendelsohn which cover approximately the most affluent 20% of consumers in each country. We achieved a 50/50 split in all 6 countries between affluent consumers and the rest of the population (less affluent 80%). BBC users fell out naturally within the sample. Over 1/3 of affluents use the BBC mobile news sites or news app at least once a month And this top 20% are a third more likely (32%) to visit the BBC weekly compared to the bottom 80%. Earnings of Affluent sample: Germany €36,000+ HK HK$40,000+ Sweden SEK480,000+ Australia A$90,000+ USA $70,000+ India R600,000+ Millward Brown IAB Award for AdReaction, 2013 Research. Over 400 mobile research studies and their global study of mobile advertising
- In addition to analysing differences by income we also looked at the type of handset owned to determine what effect this has on owners’ mobile habits and attitudes to advertising on their handset. Predictably, with the cost, the latest handsets were most likely to be owned by affluent consumers (29%) vs 20% of the rest of the population. iPhone 5s twice as prevalent among affluents while iPhone 3s twice as likely to be owned by general population. In terms of definition: Latest generation – post Sept 2013; Older generation pre October 2011 e.g. iPhone 4s/5 vs iPhone 3 Latest – iPhone 5, Blackberry Z10, HTC One, Nokia Lumia 925, Samsung Galaxy S4, Sony Xperia Z Older – Apple iPhone 3, Samsung Galaxy Y, ZTE Blade Large – iPad, Google Nexus 10, Samsung Galaxy Note 10, Microsoft Surface Small – iPad Mini, Kindle Fire, Google Nexus 7 Q3: What type(s) of mobile devices do you currently use? By mobile phone we mean a device which you make calls and/or texts on. By tablet, we mean your mobile device which typically uses touch screen and requires WiFi to connect to the internet. (1)Blackberry (2)iPhone (3) Windows Phone (4)Android phone (5) Symbian (6)Other Smart Phone (7) Simple Phone with no internet connection(e.g. not smartphone) -CLOSE (8) Small tablet (eg: Kindle Fire, iPad mini, Nexus 7 etc) (9)Large tablet (eg: iPad, Windows 8, Nexus 10, Galaxy note 10) 2011 e.g. iPhone 4s/5 vs iPhone 3
- Affluent consumers are very heavy users of their mobile devices (phones and tablets) – more so even than the general population. 39% of affluents are online via mobile devices at least once an hour in a typical day. Not surprisingly, those who own the latest generation of handsets are online the most. It is mutually reinforcing: those who want to use their phones a lot for the internet will buy the latest handsets while those with these handsets will use them more to go online anyway as it is a better experience than was possible only a few years ago. Q 6 Which of the following best describes how frequently you access the Internet (excluding apps) from your mobile devices? Several times an hour or more often Hourly Several times a day Daily A few times per week Less than once per week Never Q7 Which of the following best describes how frequently you access apps from your mobile devices? Several times an hour or more often Hourly Several times a day Daily A few times per week Less than once per week Never
- The key difference between affluent consumers and the rest of the population is the mobile phone’s role in their business lives. Affluents are 27% more likely to use their phone for business and 36% more likely to agree that it is the primary tool for organising their work lives. Clearly mobile phones are growing in importance in the business environment... Q 17 Do you use your mobile devices for business? Yes I use my mobile phone for business Yes I use my tablet for business No Q31 mobile statements: An increasing amount of my work is accomplished through my mobile phone My mobile phone is my primary tool for organizing my work life
- ...in fact, most of their time on the phone is for work for almost half of affluent consumers – and over half in the APAC region. Q17. Do you use your mobile device for business? Q18a. On a typical week day what percentage of your total usage of your mobile phone is work-related? Q18b On a typical week day what percentage of your total usage of your tablet is work-related? Nearly half of affluents spend 50% or more of their time on their mobile phones for business – the APAC region is particularly significant
- Business usage is very much restricted to mobile phones – only 10% of affluents use their tablets in this role. The phone is, compared with the tablet, indispensible, making users more efficient and helping organise their personal as well as professional lives. It plays such an important role in managing the lives of affluent consumers that it is unsurprising that they are more likely to own the latest handsets. Q31 mobile statements: My mobile phone is indispensable because I’m always on the go Having a mobile phone makes me more efficient My mobile phone is my primary tool for organizing my personal life
- While mobile phones are increasingly important in the business lives of affluent consumers the other major mobile device – tablets – are very much a leisure tool. Around a quarter spend over 5 hours per week playing games and watching entertainment videos and nearly a third social networking. Q20 In a typical week how many hours do you spend... Going online on a laptop or desktop visiting websites while at work, home, or other locations SOCIAL: Using a mobile phone to read or send texts and e-mails SOCIAL: Using a mobile phone for social networking e.g. Facebook, Twitter or Instagram BUSINESS NEWS: Using a mobile phone for business/finance news NEWS: Using a mobile phone for news , e.g. current affairs or breaking news NEWS: Using a mobile phone for sports news ENTERTAINMENT: Watching an entertainment video on a mobile phone ENTERTAINMENT: Playing games on a mobile phone
- To sum up this introduction to mobile usage we can see the level of agreement with 4 statements about mobile usage which clearly show the key trends. So across the six countries – and there was relatively little variation – mobile phones are more important to the lives of affluent consumers than the rest of the population, and ownership of the latest handsets tends to raise their role even higher. Q31 mobile statements: My mobile phone is indispensable because I’m always on the go Having a mobile phone makes me more efficient My mobile phone is my primary tool for organizing my personal life My mobile phone is my primary tool for organizing my work life
- Have a few findings around news consumption – one of the major uses of mobiles today.
- Q22 Thinking about how you use your mobile device compared to a pc or laptop; which of the following activities do you prefer using your mobile device for rather than a computer? To read or send e-mails For social networking e.g. Facebook, Twitter or Instagram For business/finance news For news, e.g. current affairs or breaking news For sports news Watching an entertainment video Playing games None of the above
- Q15 If you could only use one of these devices to consume news which would it be? 2012 2013 Laptop/PC 38% 31% Mobile phone 13% 15% Tablet 11% 12% Question only asked among top 20% in India, Australia, USA and Germany as these countries were common to both countries.
- Another area that is changing rapidly is the way that news is consumed on mobile phones. Traditionally news on the mobile has been restricted to scanning headlines – reading the actual articles of interest when they were indoors and had access to a desktop PC. That appears to be changing quickly – consumers are becoming far more engaged with news on the go now. Q14 How would you describe the way you consume news on each device? 2012 2013 Just read /watch the top stories 31% 32% Skim or scan the headlines 37% 32% Read/watch in depth 13% 16% Question only asked among top 20% in India, Australia, USA and Germany as these countries were common to both countries.
- When questioned about what types of news respondents preferred to consume on mobile rather than desktop, affluent consumers were relatively more likely to prefer all genres on mobile compared with the rest of the population. Most answers were neutral – people showed no preference – but there is a clear movement towards mobile news consumption by affluents with fewer preferring desktop. That preference was even more pronounced among those with the newer handsets. Q22. Thinking about how you use your mobile device compared to a pc or laptop; which of the following activities do you prefer using your mobile device for rather than a computer? To read or send e-mails For social networking e.g. Facebook, Twitter or Instagram For business/finance news For news, e.g. current affairs or breaking news For sports news Watching an entertainment video Playing games None of the above
- There was a similar story when we looked at how news was consumed on mobile. Whether it is headline skimming, article reading and the digging deeper by reading stories connected to the article they have just read, all forms of news consumption on mobiles were noticeably higher among affluents - for who news is more of a priority. But the newer handsets are also impacting on how news is consumed by simply enabling the process to be easier and of a higher quality... Q21. You said you use your mobile phone for news-related content. Which of these do you do when browsing news-related content? Use news apps Browse news headlines Read news articles Read articles connected to the main article Watch news videos Watch live news streaming Comment on news articles Share news stories on social media sites
- Affluents are more likely to use news apps than the rest of the population: put simply, news apps are the most used type of app for affluents whereas social networking are the most used apps for the general population. Travel, business and finance apps also tend to be more frequently accessed by affluents. Prefer apps to browser: Affluents 40% Gen pop 34% (+18%) Q27/28 Of the different types of apps installed on your mobile phone/tablet, how often do you use them? Gaming News Social Networking Travel Finance Business Lifestyle (Hobbies/Personal Interest) Other More than 4 times a day 1-3 times a day At least once a day A few times a week Once a week A few times a month Less than once a month Never I do not have this type of app on my mobile phone Q29. You said you have a news app installed on your mobile device. Which method of accessing the news do you prefer? Via app Via web browser like Google or Safari No preference (Programmer note: radio button; static)
- To get an idea of how quickly the news consumption landscape is changing we repeated some of the questions from last year’s Connecting The Story project and compared the results from the most affluent 20% of the population. Over 12 months the proportion who would choose desktop if they only had one device to consumer news fell 17%, in contrast there were significant increases in the proportion who would choose mobile devices: tablets up 9% and mobile phones 15%. 2012 2013 Laptop/PC 38% 31% Mobile phone 13% 15% Tablet 11% 12% Question only asked among top 20% in India, Australia, USA and Germany as these countries were common to both countries.
- ...for example, watching video on your mobile or live news screening is only practical on handsets that have come onto the market in the last few years, hence the growth of this type of news consumption a mongthose with newer handsets. About a third watch news video on their phones and a quarter live news streaming. Q21 You said you use your mobile phone for news-related content. Which of these do you do when browsing news-related content? Use news apps Browse news headlines Read news articles Read articles connected to the main article Watch news videos Watch live news streaming Comment on news articles Share news stories on social media sites
- Tablet ownership doesn’t affect the likelihood to consume news on mobile phones. The chart compares news consumption throughout the day on mobiles for tablets owners compared with non-tablet owners – effectively there is no difference. Q. For each device you have access to, please tell me, for a typical 24-hour period, when you would use it to access the news or consume the news during the week?
- So we have seen how mobile phones occupy a more central role or affluent consumers than for the rest of the population, especially within the news environment. Now we have some findings relating to their attitudes towards advertising on their mobile handsets.
- Fundamentally, affluent consumers tend to be more positive about mobile advertising: partly due to better handsets (ads don’t slow the screen loading as they might on an older phone) so that they feel more positively about brands advertising on their handsets than most of the population. Modern & dynamic is quite obvious for a relatively new advertising medium but it is the same across a range of attributes... Q40 to what extent do you agree with the below statements: To be seen as modern and dynamic a brand needs to be on mobile To be seen as modern and dynamic a brand needs to be on mobile - Affluents: 31% Gen pop 27% ie. +15%
- Innovative similarly you would expect association with mobile advertisers but more interesting for an advertiser is that almost a third of affluent consumers associate brands advertising on mobile as “for someone like me” and “in touch with my needs”. The personal nature of mobiles can transfer to brands advertising on them. Q38 Please select how much you agree or disagree with the below statements Trustworthy Appealing In touch with my needs For someone like me High quality Desirable Innovative Reputable Q40 statements: Mobile advertising helps you connect and identify more strongly with brands Brands should be advertising on mobile devices Some of the most innovative advertising I have seen recently is on mobile To be seen as modern and dynamic a brand needs to be on mobile My mobile/tablet is my main way of staying up to date with my favourite brands I identify most with brands that I see when using my mobile device I prefer mobile ads that help me find out more about the brand rather than purchasing To be seen as modern and dynamic a brand needs to be on mobile - Affluents: 31% Gen pop 27% Mobile Ad Statements: Innovative (Smartphone): Affluents: 28% For someone like me (Smartphone): Affluents: 10%; Gen pop 8% Mobile ad trustworthy: Affluents: 23% BBC Trustworthy: Affluents: 31% Modern & dynamic 20% 80% 20%BBC Dev’d Dev’ing 31 27 50 21 45
- Another reason for affluents to be more positive about mobile advertising – in addition to better handsets – is a recognition of the quid pro quo relationship between advertising and free content. 41% agree with the rest more likely to be neutral than disagree. Geo-targeting was slightly less welcome but even here affluents were more positive than negative (38% positive vs 31% disasgree) and again were more positive than the rest of the population. Q.31 When thinking of your mobile phone, please indicate how strongly you agree or disagree with the following statements Mobile phone Statements: I am willing to see ads on mobile websites as long as the websites are free to access (Smartphone): Mobile phone Statements: I am willing to share my location to get more relevant services and offers on my mobile phone: Top 20: 39%; Bottom 80: 33%
- There has been a lot of hesitancy among clients to adopt mobile advertising – understandable when you consider the quality of delivery on earlier handsets. But attitudes among affluent consumers at least are changing. While most remain unconvinced or opposed to advertising mobile advertising at least is as accepted now as ‘traditional’ desktop advertising – and is ahead of some other digital advertising: only 16% were positive about ads when listening to music players like Pandora or Spotify for example. Q32. And how would you characterize your attitude towards each of the following types of advertising
- 72% = desktop/laptop
- So affluent consumers are relatively positive about mobile advertising but to what extent is that converted into results. To what extent can mobile advertising drive brand perceptions, push consumers towards purchase?
- Overall affluent consumers were more positive towards the 5 tested formats. Pre-roll was seen as the most favourable format for both the affluent and general population Q.44 Overall, how favourable was your experience with the above advertising? Very favourable Somewhat favourable Neutral Somewhat unfavourable Not at all favourable Standard banners are the least impactful mobile format. Consumers may have trained their eyes to view below the masthead (Millward Brown AdReaction) Handset age not likely to be a driver of differences. Newer phones Older phones Not at all favourable/somewhat 16% 18% Neutral 48% 45% Very/somewhat favourable 36% 37%
- Importantly the affluent consumers’ more positive reaction to mobile advertising does lead to action. Compared to the general population there are more likely to follow or comment on a brand on social media having seen mobile advertising. As well as recommend a brand to friends or family and crucially they are more likely to look for the advertised brand in store or purchase the product. Q48 After viewing the ad, how likely are you to: Like, follow or comment about the brand on Facebook or Twitter Like, follow or comment about the brand on Facebook or Twitter – affluents 20% Gen pop 18%
- Affluent consumers do take action after seeing mobile advertising. They are just as likely to react to advertising on mobile as they are on tablet. Q35 More specifically, in the past 4 weeks, which of the following actions have you taken as a result of seeing one of the below formats of advertising? Net of: Clicked on or interacted with the ad Searched for the brand on the Internet Looked for the brand in a store or purchased the product/used the service Visited the brand’s website Recommended the brand to friends/family Like, follow or comment about the brand on Facebook or Twitter
- It is time for advertisers to recognise that mobiles play an increasingly central role in affluent consumers’ media consumption. Affluents spend more and more of their time using their phones, especially to enhance their effectiveness in the work environment. Advertising on mobile represents an opportunity to reach affluent consumers when they are genuinely engaged on a device that is important to them. Affluents recognise that advertising enables them to enjoy the benefits of the connected world and this makes them more positive than the general population towards mobile advertising. This attitude, coupled with the advances in handset technology which mean that ads load quickly without slowing up the user experience, have made affluent consumers more responsive to mobile advertising. Millward Brown’s work in this area, based on numerous case studies and 100,000s of respondents, shows overwhelmingly that mobile is working even harder for advertisers than the long-proven desktop medium, especially among affluent consumers...
- OK so there is a very compelling story for advertisers to use mobile to reach and engage with consumers, especially affluent ones. But we also have some additional data on BBC mobile users as MB included standard media usage questions on the survey. BBC users were included naturally within the sample. In fact over 1/3 of affluents use the BBC mobile news sites or news app at least once a month: the most affluent top 20% are a third more likely (32%) to visit the BBC weekly than the rest of the population.
- We have used this slide before but now with BBC users added. The fact that even BBC users within the general population tend to be more active users of mobile even than the overall affluent population shows how when it comes to technology early adopting BBC users are globally. The data points for affluent users of the BBC are incredibly strong: almost two-thirds see their mobile as indispensible and the primary tool for organising their work lives. BBC sample Gen pop = 300 and affluent 450. Q31 mobile statements: My mobile phone makes me feel more connected My mobile phone is indispensable because I’m always on the go Having a mobile phone makes me more efficient An increasing amount of my work is accomplished through my mobile phone My mobile phone is my primary tool for organizing my personal life My mobile phone is my primary tool for organizing my work life I find the mobile internet too slow Now that I have my mobile phone, I don’t really need a computer I’m willing to share my location to get more relevant services and offers on my mobile phone I’m willing to see ads in my apps as long as the apps are free on my mobile phone I’m willing to pay for an app as long as there are no ads in it on my mobile phone I’m willing to see ads on mobile websites as long as the websites are free to access I use my mobile device far less than I thought I would
- Affluent BBC users (i.e. BBC users you would find on Mendelsohn, PAX or EMS) are 37% more likely use their mobile phone for work than other affluents and 70% more likely to agree that an increasing amount of their work is accomplished on it. Making BBC mobile a particularly effective means to reach audiences for B2B campaigns. Q 6 Which of the following best describes how frequently you access the Internet (excluding apps) from your mobile devices? Several times an hour or more often Hourly Several times a day Daily A few times per week Less than once per week Never Q 17 Do you use your mobile devices for business? Yes I use my mobile phone for business Yes I use my tablet for business No Q31 mobile statements: An increasing amount of my work is accomplished through my mobile phone My mobile phone is my primary tool for organizing my work life
- So we have already seen that affluents are relatively likely to prefer using mobile over desktop for news consumption. But even compared with other affluents BBC users show a strong preference for news consumption – half preferring mobile compared with 30% for other affluents. BBC users particularly show a relative preference for sharing interesting news stories with others in their networks via mobile. They are twice as likely to prefer discussing news stories on online forums or blogs as other affluents. Q22 Thinking about how you use your mobile device compared to a pc or laptop; which of the following activities do you prefer using your mobile device for rather than a computer? To read or send e-mails For social networking e.g. Facebook, Twitter or Instagram For business/finance news For news, e.g. current affairs or breaking news For sports news Watching an entertainment video Playing games None of the above Of the different types of apps installed on your mobile phone, how often do you use them? Gaming News Social Networking Travel Finance Business Lifestyle (Hobbies/Personal Interest) Other More than 4 times a day 1-3 times a day At least once a day A few times a week Once a week A few times a month Less than once a month Never 16. How much do you agree with the following statements? I like to discuss interesting news stories with others in online chat forums / blogs I often share interesting news stories on Facebook / Twitter Reading about a news story in online chat forums / blogs helps me better understand what a story is about I only share stories with friends from a source I trust I only share news stories with friends once I have checked it on a professional news organisation I am more likely to share stories on my phone/tablet rather than on my PC/laptop
- News is clearly relatively more important to them. 43% watch news videos on their mobile (79% more likely than other affluents) and almost a third watch live news streaming (twice the affluent average). Video advertising on BBC if we had more? Q21 You said you use your mobile phone for news-related content. Which of these do you do when browsing news-related content? Use news apps Browse news headlines Read news articles Read articles connected to the main article Watch news videos Watch live news streaming Comment on news articles Share news stories on social media sites
- Finally, the BBC’s affluent users and mobile advertising. Just one slide as it is a simple story. Seen how they are much more likely to have newer handsets, are more reliant on that handset to organise their lives and compared with other affluents they are twice as likely to believe that brands should be advertising on mobile, that it makes these brands more appealing and builds a connection with them. Q22 Thinking about how you use your mobile device compared to a pc or laptop; which of the following activities do you prefer using your mobile device for rather than a computer? To read or send e-mails For social networking e.g. Facebook, Twitter or Instagram For business/finance news For news, e.g. current affairs or breaking news For sports news Watching an entertainment video Playing games None of the above Of the different types of apps installed on your mobile phone, how often do you use them? Gaming News Social Networking Travel Finance Business Lifestyle (Hobbies/Personal Interest) Other More than 4 times a day 1-3 times a day At least once a day A few times a week Once a week A few times a month Less than once a month Never 16. How much do you agree with the following statements? I like to discuss interesting news stories with others in online chat forums / blogs I often share interesting news stories on Facebook / Twitter Reading about a news story in online chat forums / blogs helps me better understand what a story is about I only share stories with friends from a source I trust I only share news stories with friends once I have checked it on a professional news organisation I am more likely to share stories on my phone/tablet rather than on my PC/laptop
- Female iPhone Owners = 51% / Android Owners = 47% / Blackberry Owners = 46% iPhone Owners Age 18-34 = 44%, 35-49 = 35%, 50+= 20% Android Owners Age 18-34 = 41%, 35-49 = 36%, 50+= 22% Blackberry Owners Age 18-34 = 44%, 35-49 = 40%, 50+= 16%