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Key facts Mobile Internet
        in Belgium




                       October 2011
            matthieu.vercruysse@isobar.com
MEDIA                                                              OPPORTUNITIES
CONSUMPTION                                                             FOR BRANDS



         Copyright 2010 Aegis Media Belgium | Isobar. All rights reserved
What about you ?




                                                     PS : iPhone 5 doesn’t exist … yet !




              Copyright 2011 Aegis Media Belgium | isobar All rights reserved
98%   of the population 15-70 years old   own a mobile phone

 20% of the population own a Smartphone

                        52% of Smartphone owners connect to internet
                     thanks to their mobile at least several          times a week
                                                                          (10,2% of the pop)




                                    31% of everyday … or nearly
                                                              (6,2% of the pop)




                                          Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
Core targets
100%                 1                         1
        2     3              2   2                                          2     4
                                                            7

90%



80%



70%
                                         63
                                               66                    67
                    71      70                                             73
60%
        74
              78                 79                  84                           82
                                                                                           No GSM
50%                                                        92                              GSM, no smartphones
                                                                                           Yes, maybe
40%                                                                                        Yes, certainly


                                         12    3                     7
30%
                             4
                     7                                                      4
        5
20%           4
                                 7
                                               31     4                           5
                            26           25                          27
10%     20          22                                                     23
              18
                                 14                  11     4                     13
                                                            5
 0%
       Total Dutch French   Men Women   15-24 25-44 45-54 55-70    SG1-2 SG3-4 SG5-8



                                                                  Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
Intention of purchase


    18% of the non-owners
                intend on buying a Smartphone




                                Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
Awareness of tablets
‘Did you know about the tablets existence’ - based on stimuli

100%                                                     1
                                              6      6                        6
                              10                                      11 12                       12 12
                         14             15
90%              19                19                         21 19                                                           21
            24                                                                          26 25                            26
       31
80%
                                                                                   36                          39 37
                                                                                                          53
70%



60%



50%                                                      99
                                             94 94                            94                                                   No
                              90                                      89 89                       88 88
                         86             85                                                                                         Yes
40%              81                81                         79 81                                                           79
            76                                                                          74 75                            74
       69
30%
                                                                                   64                          61 63
                                                                                                          47
20%



10%



 0%
       July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May

                 Total                       15-24                    25-44               45-54                  55-70



                                                                                          Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
Tablets - penetration & buying intention



                        No               Already own a
                       43,5%                 Tablet
                                              4,0%


                                          Yes, certainly in
                                           the next few
                                           days or weeks
                                                6,8%
                                         Probably in the
                  Maybe one day          next few month
                     41,1%                     4,6%




                                  Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
Innovation curve
Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
How long per day ?




        More than 2h          12%


   Between 1h30 & 2h      10%


   Between 1h & 1h30            15%                                                                   57% use it more
Between 45 min and 1h                    20%
                                                                                                      than 45   min a day
Between 30 and 45 min                  19%


Between 15 and 30 min                18%


      Less than 15 min   7%




                                    Copyright 2011 Aegis Media Belgium | isobar All rights reserved
Where ?



                                           The main place
                            Living room                           54%

                              Bedroom        15%

During my travels (metro, plane, TGV...)    13%

                          Place of work    7%

                           Home office     5%

                                Kitchen    2%

                At school, at university   2%

                    Home - other room      1%




                                                   Copyright 2011 Aegis Media Belgium | isobar All rights reserved
Tablet use : Media
Concernant les médias dit ‘classiques’ (journaux, magazines, chaines de télévision,
radios, …), consultez-vous certains sites ou applications de ces médias sur votre
tablette numérique ?

                             Dailies                          56%                                       29%                 15%


                         Magazines            27%                                   46%                                   27%


       TV channel (information site)          26%                                 44%                                 30%


                 TV channel (video)         20%                               48%                                     32%


                              Radio         15%                      38%                                       46%

                                       0%    10%        20%       30%       40%       50%       60%      70%        80%     90%   100%



                                                                Often             Occasionally                  Never




                                                  Copyright 2011 Aegis Media Belgium | isobar All rights reserved
Newspapers




             Copyright 2011 Aegis Media Belgium | isobar All rights reserved
TV # scenario 1 : The line is broken




                Copyright 2011 Aegis Media Belgium | isobar All rights reserved
TV # scenario 2 : a better TV experience




                             http://www.youtube.com/watch?v=ZY6oJR38OoI




                Copyright 2011 Aegis Media Belgium | isobar All rights reserved
TV # scenario 3 : Always & Everywhere




               Copyright 2011 Aegis Media Belgium | isobar All rights reserved
TV # scenario 4 : use Tablets as a remote




                Copyright 2011 Aegis Media Belgium | isobar All rights reserved
Media center ?




                 Copyright 2011 Aegis Media Belgium | isobar All rights reserved
Hierarchy of devices




phones tablets laptops




                   Copyright 2011 Aegis Media Belgium | isobar All rights reserved
              Copyright 2010 Aegis Media Belgium | gate one. All rights reserved
Tablets




                                             Smartphone
 Copyright 2011 Aegis Media Belgium | isobar All rights reserved
operating systems
     & standards
Copyright 2010 Aegis Media Belgium | gate one. All rights reserved
The Big Five competition

                           Q1 2010                                                                 Q1 2011
                                                                                                          2%
                 3%                                                                                 2%
                      3%
                                                          iPhone                                  4%
           12%
                                                          iPod touch                       10%
3%                                                        iPad                    0,5%                                 37%

     4%                                                   Windows
                                                          Android
     13%                         62%                      SymbianOS
                                                          Blackberry
                                                                                            38%
                                                          Others                                                  6%




                                                       X 4.8
                              Number of visits from mobile:

                              Number of page views: X 5.4


                                       Source: iProspect (Aegis Media Belgium) - Number of visits to a selection of representative Belgian websites.
8   out of       10 brands
          not ready for mobile !



according to Ian Carrington, head of mobile (EMEA), Google.
  Speaking at the IAB Mobile Engage 2011 today (14 June),




                  Source: iProspect (Aegis Media Belgium) - Number of visits to a selection of representative Belgian websites.
Average # of downloaded apps, paid or free :                               16
Average # of paid apps :   8
Average # of regular used apps :               8




                           Copyright 2011 Aegis Media Belgium | isobar All rights reserved
Mobile for brands

                                                                                 … or download on

                                                          www.WPMOBILE.be




               Copyright 2011 Aegis Media Belgium | isobar All rights reserved
8 steps for an efficient mobile strategy




                Copyright 2011 Aegis Media Belgium | isobar All rights reserved
1. What are your MarCom objectives ?




               Copyright 2011 Aegis Media Belgium | isobar All rights reserved
Attention




            Copyright 2011 Aegis Media Belgium | isobar All rights reserved
Interest




           Copyright 2011 Aegis Media Belgium | isobar All rights reserved
Interest




           Copyright 2011 Aegis Media Belgium | isobar All rights reserved
Interest




           Copyright 2011 Aegis Media Belgium | isobar All rights reserved
Desire




         Copyright 2011 Aegis Media Belgium | isobar All rights reserved
Action




         Copyright 2011 Aegis Media Belgium | isobar All rights reserved
1: What are your MarCom objectives ?




                                                                                 +
                                                                                 • Dialogue
                                                                                 • Engagement



               Copyright 2011 Aegis Media Belgium | isobar All rights reserved
Google Goggles




      http://www.youtube.com/watch?v=Hhgf
      z0zPmH4&feature=player_embedded
Google Goggles




      http://www.youtube.com/watch?v=Hhgf
      z0zPmH4&feature=player_embedded
Google Goggles




      http://www.youtube.com/watch?v=Hhgf
      z0zPmH4&feature=player_embedded
Keep in touch …



      matthieu.vercruysse@isobar.com

     www.facebook.com / IsobarBelgium




                  Copyright 2011 Aegis Media Belgium | isobar All rights reserved
Thank you




                                                                               Septembre
                                                                         matthieu.vercruysse@is

       Copyright 2011 Aegis Media Belgium | isobar All rights reserved
1. The Chocolate Barometer
• Survey parameters
   – Permanent measurement of the « mobile connected-devices » market in
     Belgium ; Smartphones and Tablets
   – Started in July 2010 (=launch of the iPad in Belgium)
   – Waves : July 10 – Sept 10 – Nov 10 – Feb 11 – May 11 - (Next November)



• Methodology
   – 500 interviews face-to-face (Research Solution)
   – Representative of the population 15-70 Yo
     (based on the CIM standards)
   – Via the deepblue (Aegis Media) monthly tracking tool :




                          Copyright 2011 Aegis Media Belgium | isobar All rights reserved
2. Tablets usage & attitudes : panel
• Partnership
   – ANT Research, Dialog Solutions, Isobar




• Methodology
   – Quantitative : 2.797 interviews – 289 people have a tablet
   – Qualitative: online private communities – 62 active participants
   – May / June 2011




                           Copyright 2011 Aegis Media Belgium | isobar All rights reserved

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Isobar Mobile Internet #DMF11

  • 1. Key facts Mobile Internet in Belgium October 2011 matthieu.vercruysse@isobar.com
  • 2. MEDIA OPPORTUNITIES CONSUMPTION FOR BRANDS Copyright 2010 Aegis Media Belgium | Isobar. All rights reserved
  • 3. What about you ? PS : iPhone 5 doesn’t exist … yet ! Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 4. 98% of the population 15-70 years old own a mobile phone 20% of the population own a Smartphone 52% of Smartphone owners connect to internet thanks to their mobile at least several times a week (10,2% of the pop) 31% of everyday … or nearly (6,2% of the pop) Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
  • 5. Core targets 100% 1 1 2 3 2 2 2 4 7 90% 80% 70% 63 66 67 71 70 73 60% 74 78 79 84 82 No GSM 50% 92 GSM, no smartphones Yes, maybe 40% Yes, certainly 12 3 7 30% 4 7 4 5 20% 4 7 31 4 5 26 25 27 10% 20 22 23 18 14 11 4 13 5 0% Total Dutch French Men Women 15-24 25-44 45-54 55-70 SG1-2 SG3-4 SG5-8 Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
  • 6. Intention of purchase 18% of the non-owners intend on buying a Smartphone Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
  • 7. Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
  • 8. Awareness of tablets ‘Did you know about the tablets existence’ - based on stimuli 100% 1 6 6 6 10 11 12 12 12 14 15 90% 19 19 21 19 21 24 26 25 26 31 80% 36 39 37 53 70% 60% 50% 99 94 94 94 No 90 89 89 88 88 86 85 Yes 40% 81 81 79 81 79 76 74 75 74 69 30% 64 61 63 47 20% 10% 0% July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May Total 15-24 25-44 45-54 55-70 Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
  • 9. Tablets - penetration & buying intention No Already own a 43,5% Tablet 4,0% Yes, certainly in the next few days or weeks 6,8% Probably in the Maybe one day next few month 41,1% 4,6% Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
  • 11. Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
  • 12. How long per day ? More than 2h 12% Between 1h30 & 2h 10% Between 1h & 1h30 15% 57% use it more Between 45 min and 1h 20% than 45 min a day Between 30 and 45 min 19% Between 15 and 30 min 18% Less than 15 min 7% Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 13. Where ? The main place Living room 54% Bedroom 15% During my travels (metro, plane, TGV...) 13% Place of work 7% Home office 5% Kitchen 2% At school, at university 2% Home - other room 1% Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 14. Tablet use : Media Concernant les médias dit ‘classiques’ (journaux, magazines, chaines de télévision, radios, …), consultez-vous certains sites ou applications de ces médias sur votre tablette numérique ? Dailies 56% 29% 15% Magazines 27% 46% 27% TV channel (information site) 26% 44% 30% TV channel (video) 20% 48% 32% Radio 15% 38% 46% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Often Occasionally Never Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 15. Newspapers Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 16. TV # scenario 1 : The line is broken Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 17. TV # scenario 2 : a better TV experience http://www.youtube.com/watch?v=ZY6oJR38OoI Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 18. TV # scenario 3 : Always & Everywhere Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 19. TV # scenario 4 : use Tablets as a remote Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 20. Media center ? Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 21. Hierarchy of devices phones tablets laptops Copyright 2011 Aegis Media Belgium | isobar All rights reserved Copyright 2010 Aegis Media Belgium | gate one. All rights reserved
  • 22. Tablets Smartphone Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 23. operating systems & standards Copyright 2010 Aegis Media Belgium | gate one. All rights reserved
  • 24. The Big Five competition Q1 2010 Q1 2011 2% 3% 2% 3% iPhone 4% 12% iPod touch 10% 3% iPad 0,5% 37% 4% Windows Android 13% 62% SymbianOS Blackberry 38% Others 6% X 4.8 Number of visits from mobile: Number of page views: X 5.4 Source: iProspect (Aegis Media Belgium) - Number of visits to a selection of representative Belgian websites.
  • 25. 8 out of 10 brands not ready for mobile ! according to Ian Carrington, head of mobile (EMEA), Google. Speaking at the IAB Mobile Engage 2011 today (14 June), Source: iProspect (Aegis Media Belgium) - Number of visits to a selection of representative Belgian websites.
  • 26. Average # of downloaded apps, paid or free : 16 Average # of paid apps : 8 Average # of regular used apps : 8 Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 27. Mobile for brands … or download on www.WPMOBILE.be Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 28. 8 steps for an efficient mobile strategy Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 29. 1. What are your MarCom objectives ? Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 30. Attention Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 31. Interest Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 32. Interest Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 33. Interest Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 34. Desire Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 35. Action Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 36. 1: What are your MarCom objectives ? + • Dialogue • Engagement Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 37. Google Goggles http://www.youtube.com/watch?v=Hhgf z0zPmH4&feature=player_embedded
  • 38. Google Goggles http://www.youtube.com/watch?v=Hhgf z0zPmH4&feature=player_embedded
  • 39. Google Goggles http://www.youtube.com/watch?v=Hhgf z0zPmH4&feature=player_embedded
  • 40. Keep in touch … matthieu.vercruysse@isobar.com www.facebook.com / IsobarBelgium Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 41. Thank you Septembre matthieu.vercruysse@is Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 42. 1. The Chocolate Barometer • Survey parameters – Permanent measurement of the « mobile connected-devices » market in Belgium ; Smartphones and Tablets – Started in July 2010 (=launch of the iPad in Belgium) – Waves : July 10 – Sept 10 – Nov 10 – Feb 11 – May 11 - (Next November) • Methodology – 500 interviews face-to-face (Research Solution) – Representative of the population 15-70 Yo (based on the CIM standards) – Via the deepblue (Aegis Media) monthly tracking tool : Copyright 2011 Aegis Media Belgium | isobar All rights reserved
  • 43. 2. Tablets usage & attitudes : panel • Partnership – ANT Research, Dialog Solutions, Isobar • Methodology – Quantitative : 2.797 interviews – 289 people have a tablet – Qualitative: online private communities – 62 active participants – May / June 2011 Copyright 2011 Aegis Media Belgium | isobar All rights reserved