This document summarizes key mobile trends in the UK from 2011-2012. It shows that the number of mobile internet, app, and commerce users is growing significantly. Smartphone usage is increasing rapidly, especially for Android and iPhone users. The 25-34 age group is the largest user of mobile commerce. The presentation provides regional data on mobile usage and advice on understanding the mobile audience and market for planning mobile advertising strategies.

1. Speeding up
the planning
process
By
Nick Lane, chief strategy analyst
Key Developments in Mobile Advertising 2011-2012
All data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer Trends product

2. Planning

3. What I don’t do

4. Do you know your audience?

5. Your view of the UK mobile market ...
82.91 million subs
20.7 million mobile internet users
16.6 million mobile app users
15.3 million m-commerce users
Nb all data based on 18-64 year olds

6. ... & this is ours
We segment the UK mobile subscriptions by:
• Advertising
• Apps
• Internet
• Messaging
• Commerce
Then by:
• Device type
• Age
• Gender
• Location
• Socio-economics
And forecast:
• 6 quarters out
Source: Mobile Consumer Trends, in association with

7. UK mobile usage landscape today ... Mob Int: 7%
M-comm: 5%
Apps: 1%
M-comm: 1%
Mob Int: 11% Mobad conversion:
M-comm: 12% 65,250
Mob Int: 5%
Apps: 5%
M-comm: 5%
Mob Int: 2%
Apps: 2%
Mobad
conversion:
Mob Int: 10%
300,142
Mobad
conversion:
514,862
Mob Int: 5%
M-comm: 5%
Apps: 6%
M-comm: 6%
Mob Int.: 1.3 mil.
Apps: 7%
M-comm: 7%
Total mobad
Apps: 14% reach: 2.5 mil.
Total mobad Mob Int: 12% Apps: 18%
reach: 16% M-comm: 9% M-comm: 22%

8. ... And tomorrow (Apr, 2012) Mob Int: 1.84 mil.
M-comm: 929,828
Apps: 1%
M-comm: 207,927
Mobad conversion:
1%
Mob Int: 549,959
Apps: 460,000
Mobad conversion:
Mob Int: 2.6 mil.
114,500
Mobad
conversion: 11%
Apps: 1.4 mil.
M-comm: 1.2 mil.
Mob Int.: 6%
Apps: 1.6 mil.
M-comm: 1.3 mil.
Total mobad
Apps: 3 mil. reach: 24%
Total mobad Apps: 3.9 mil.
reach: 2.02 mil. M-comm: 4.1 mil.

9. Investing in Android yet?
399,940
3.5 million
Number of Android mobile internet
users in 4Q2011
157,728
647,043

10. 230,273
Investing in Android yet?
399,940
3.2 million
Number of Android app users in
4Q2011
157,728
232,970
647,043
454,470

11. Forgotten the featurephone massive?
7.08 million 1.002 mil.
Number of featurephone mobile internet
users in 2Q2011
457,459 829,853

12. Thinking about following Tesco?
App users by region, 3Q2011
iPhone app users by region, 4Q2011
7%
5%
18%
6% 12%

13. Where is this all heading?
14.5 million
Users of m-commerce in 1Q2011
M-commerce users by device
20,000,000
18,000,000
19.2 million
Users of m-commerce in 3Q2012
16,000,000
14,000,000
12,000,000 Non-smartphone
10,000,000 Other smartphones
Android
8,000,000
iPhone
6,000,000
4,000,000
2,000,000
-
1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12
72%
of m-commerce users on
smartphones in 3Q2012

14. What is the iPhone’s appeal?
25-34 y.o.s: largest m-commerce users and will experience most growth
18-24 y.o.s are the next largest demographic group for m-commerce
iPhone m-commerce activity, by age
6,000,000
5,000,000
4,000,000 55 - 64
45 - 54
3,000,000 35 - 44
25 - 34
2,000,000 18 - 24
1,000,000
-
1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12

15. 3,799,533 2.1
Central, 3Q12 Total number of mobile internet users
million
responsive to
mobile
M-Commerce by device advertising
iPhone
Android
Other smartphones
Total featurephones
Total legacy
712,786
mobile
advertising
conversions
47%
increase in
app users
1Q11-3Q12

16. Conclusion
Look to the future
Plan using the right data
Demonstrate audience awareness and a focused ROI
Set your clients’ expectations
Understand the market you’re selling to your clients
Biggest 5 regions for internet usage and app downloads/usage
are London, Central, Granada, Meridian, & Yorkshire
Regions with the greatest propensity for m-commerce: London,
Central & Granada
Nick Lane
Chief strategy analyst
mobileSQUARED
nick@mobilesquared.co.uk
+44 118 979 5339
Source: Mobile Consumer Trends, in association with