Uk mobile stats summary oct ’11 – jan ‘12

Mobile stats summary Oct 11
– Jan 12

Copyright Incentivated Limited 2011 www.incentivated.com

Android app usage
Android mobile app reach by age, Nielson Smartphone Analytics, Device Metering Data, Sept 2011 (US data)

Copyright Incentivated Limited 2011

Holidays and mobile

17% 4% 46%
Have researched a holiday on Of consumers said a
Amount of visits to
a mobile app or site negative mobile experience
expedia.com accounted for
by mobile would negatively impact
brand perception

Source: Econsultancy, Jan 2012, http://econsultancy.com/uk/blog/8516-17-of-consumers-research-holidays-on-mobile-stats?utm_medium=email&utm_source=topic


Looking back on 2011, the year of mobile
Some stats from the US

1bn 103m 20m
App downloads 2D barcode scans in Q3
Mobile tweets posted every
day

Source: Mobile Marketer, Jan 2012, http://www.mobilemarketer.com/cms/news/research/11706.html


Looking back on 2011, the year of mobile
Some stats from the US

$6.7bn
mCommerce sales
>
More smartphones bought
in the US than PCs

Source: Mobile Marketer, Jan 2012, http://www.mobilemarketer.com/cms/news/research/11706.html


Mobile behaviour

75% 46% 2x
of mobile users around the This equates to double the
Of the UK population own
world send text messages ownership since February
smartphones as of August
2011 2010

Source: Stat 1: A Pew Research Center Global Attitudes Project study, December 20, 2011, based on n=700-4,029 per country data across 21 nations http://www.pewglobal.org/2011/12/20/global-digital-communication-texting-social-networking
popular-worldwide/1/ Stats 2 & 3: Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf


Mobile behaviour
The UK leads on mobile online shopping

10.5% 9.2%
of people in the UK have of people in the UK have
visited an auction site via visited a retail site via
mobile mobile

Source: comScore MobiLens, three-month average ending May 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf


Mobile internet usage
Use of mobile phone to access the internet around the world

50% 46%
43%
45% 41%
39% 40%
38%
40%
35%
30%
25%
20%
15%
10%
5%
0%
UK France Germany Italy USA Australia

Source: Ofcom consumer research, 2008, 2010, 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf


Mobile subscribers with smartphones
UK has highest smartphone ownership in the EU5

50% 46% Feb-‐10 Aug-‐11 45%
45%
40%
40%
35%
32% 33%
35%
30%
30%
24%
25%
20% 18%
16%
15%
10%
5%
0%
UK France Germany Italy Spain

Source: comScore MobiLens, three-month averages ending February 2010 and August 2011, cited in Ofcom International Communications Market Report, released December 2011
http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf


Mobile behaviour
Proportion of mobile subscribers who accessed news on their mobile

30%
Feb-‐10 Aug-‐11
25%
25%

20%
17%
16%
15% 15% 15%
15%
11%
10%
9%
10%
7%

5%

0%
UK France Germany Italy Spain

Source: comScore MobiLens, three-month averages ending February 2010 and August 2011, cited in Ofcom International Communications Market Report, released December 2011


Mobile behaviour
Use of mobile phone to access the internet (UK users)

50% 46%
45%
40% 37%

35%
30%
25% 21%
20%
15%
10%
5%
0%
2008 2010 2011

Source: Ofcom consumer research, 2008, 2010, 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf


Mobile behaviour
Use of online ﬁnancial services on mobile phone (UK users)

10%
9%
9%
8%
7%
6%
5%
5%
4%
4%
3%
2%
1%
0%
Accessed
bank
accounts Accessed
credit
cards Accessed
electronic
payments

Source: comScore MobiLens, age 13+, three-month average ending March 2011, cited in Ofcom International Communications Market Report, released December 2011


Mobile usage behaviour
Use of selected functions on mobile phones (UK users)

100% 91%
90%
80%
70%
60%
47% 45%
50%
40% 35% 34%
26%
30%
20%
10%
0%
Sent
a
text
m essage Used
browser Used
app
(exc.
pre-‐ Accessed
social Played
g ames Listened
to
m usic
installed) networking

Source: comScore MobiLens, three-month average ending September 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf


Mobile internet usage
Use of selected internet/data services on mobile phones (UK users)

35% 32% 31%
29%
30%

25% 23%
21%
20%
15%
15%

10%
5%
5%

0%
Emails Playing
g ames Social
n etworks Downloading Instant Watching
video Watching
TV
apps messaging clips programmes

Source: Ofcom consumer research, October 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf. Base: all those who use
internet on their mobile phones.


Operating system share of smartphone sales
Google the clear leader for sales in 2011

Smartphone sales for 2011 in the UK

Other,
1.5%
Symbian,

6.7% Apple,

20.8%

RIM,
21.2%

Microsoft,

1.5%

Google,

48.3%

Source: Kantar Worldpanel ComTech 12 weeks ending September 2011, cited in Ofcom International Communications Market Report, released December 2011


Share of internet traffic on other devices
Mobile phones account for most non-PC internet traffic

Share of non-computer device traffic (%)

100%
90%
80%
70%
60% 63% 59%
68% 68%
50%
40%
30%
20%
28% 30%
10% 22% 23%

0%
UK France Germany USA

Tablets Mobile
phones

Source: comScore Device Essentials, May 2011, cited in Ofcom International Communications Market Report, released December 2011


Mobile ownership and behaviour
EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage

51% 18% 39%
Of respondents own Of respondents have used
Of respondents own tablets
smartphones mobile apps more in the
last year

Source: EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage, http://www.episerver.com/Global/Best%20Practice/Mobile%20Report%20FINAL.pdf n=1,000


Mobile behaviour
EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage

51% 43% 24%
Use mobile internet to look Use mobile internet to ﬁnd
Use mobile internet to
up directions info about organisations
make purchases
and brands while on the
move



Mobile behaviour
EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage, October 2011

70% 64%

60%

50%

40%
32%
30% 25%

20% 15% 14%

10%

0%
Find
m obile
sites
h ard
to Will
stop
u sing
a
m obile Rarely
feel
the
m obile Will
try
competitor's
site Will
g ive
a
m obile
site
an
navigate site
if
it's
h ard
to version
of
a
website if
m obile
website
isn't average
of
3
changes
navigate meets
their
expectations working before
m oving
on



Mobile stats

10bn 26m 18%
Total number of Android Number of Starbucks
Of US consumers are
Market app downloads as of transactions made via
mShopping in store
Dec 2011 mobile so far in 2011

Source: stat 1: http://econsultancy.com/uk/blog/8446-android-market-clocks-up-10bn-downloads stat 2: http://econsultancy.com/uk/blog/8435-starbucks-sees-26m-transactions-made-via-mobile
stat 3: http://www.mobilemarketingmagazine.co.uk/content/18-cent-us-consumers-mshopping-store


Internet users in the UK
Strong mobile internet growth across all age groups

GB adult internet users who accessed the Internet via mobile in the last three months

80% 16-‐24 25-‐34 35-‐44 45-‐54 55-‐64 65+ 71%
70% 65%

60%
47% 49%
50% 44%

40% 33% 32% 33%
32%
27% 25%
30%
21%
19%
20% 13%
10% 8%
10% 5% 5%

0%
2009 2010 2011

Source: Statistical Bulletin: Internet Access - Households and Individuals, 2011. Prepared by the Oﬃce for National Statistics, August 2011. Base: GB adults who accessed the Internet in the last three months prior to Aug 2009, Aug 2010, Aug 2011.
http://www.ons.gov.uk/ons/dcp171778_227158.pdf


Growth in worldwide mobile traﬃc
A case study from Belron

Users who accessed Belron sites via mobile (Belron brands include Autoglass, O Brien, Glass Medic, Speedy Glass, and others)

21.10% 20.70% 20.60% Aug-‐11 Dec-‐10 May-‐10
19.30%
20.00%

15.00%
12.70%
11.40%
9.50% 9.80% 9.30%
10.00%
6.50% 6.20% 6.10%
5.10% 4.60%
5.00% 3.60%3.20%
2.40% 2.50%

0.00%
USA Australia UK N orway Canada France

Source: Econsultancy Mobile Websites and Apps Optimization Best Practice Guide, http://econsultancy.com/uk/blog/8216-70-of-companies-yet-to-launch-a-mobile-site-survey


Mobile internet in the UK
Oﬃce for National Statistics research, released November 2011

6m 45%
People in the UK accessed Of internet users in the UK
mobile internet for the ﬁrst access the internet via
time in the previous 12 mobile
months

Source: Econsultancy, http://econsultancy.com/uk/blog/8216-70-of-companies-yet-to-launch-a-mobile-site-survey


Mobile internet success stories
Econsultancy research, released November 2011

Mobile now accounts for

£66m £10m
10%
of all eBay UK sales
In sales via Ocado s iOS and
Android apps this year,
In sales via Domino s
mCommerce platforms in
accounting for 12% of all 2011
purchases



Mobile internet success stories
Econsultancy research, released November 2011

4%
of Argos total sales are
Which equates to
£2.6m
in mobile sales per week
from mobile devices



mCommerce in the UK
IMRG research, released October 2011

7% 3.3%
of overall eCommerce traﬃc
of eCommerce purchases
accounted for by mobile
are now made from mobile
devices in Q2 2011, vs 1.4% in
devices, up from 0.4% in
Q1 2010
Q1 2010

Source: IMRG research released October 2011, http://www.imrg.org/ImrgWebsite/User/Pages/Press%20Releases-IMRG.aspx?pageID=86&parentPageID=85&isHomePage=false&isDetailData=true&itemID=6127&speciﬁcPageType=5&pageTemplate=7


mCommerce in the UK
Intersperience research, released October 2011

8% 21%
Of UK adults buy through Intend to do so in the
their mobile phones future

Source: Intersperience research, n > 1,000 British adults, released October 2011, http://www.intersperience.com/knowledge_more.asp?know_id=57


mCommerce predictions in the UK
Total mCommerce sales to reach £2.5bn by 2016

Mobile retail spending by category (in millions)

£600
2011 2016

£500

£400

£300

£200

£100

£0
Ticketing Vouchers
&
D eals Fashion
(Clothing, H ealth
&
G rocery Media
(Books,
Music Computing
and
Accessories, (Food
&
D rink, &
Videos) Appliances
Footwear) Beauty,
H ealth)

Source: Forecast excludes digital downloads, travel and ﬁnancial services. All ﬁgures in £ millions. PayPal research, released November 2011
http://www.retail-jeweller.com/multichannel/m-commerce-sales-to-reach-25bn-by-2016/5030898.article


mCommerce in the US
IBM Coremetrics Benchmark (US data) research, released November 2011

iPhone accounts for Android accounts for

4% 3.5%
retail site mobile traffic in retail site mobile traffic in
October 2011 October 2011

Source: IBM Coremetrics Benchmark (US data) research, released November 2011, data gathered directly from over 500 leading US retailers,
http://www.marketwatch.com/story/mobile-device-retail-traffic-to-more-than-double-this-novemberholiday-season-reports-ibm-2011-11-04


mCommerce in the US
Percent of people using mobile devices to visit retail sites (US data)

14%

12% 11%

10%

8%

6%
4%
4%

2%

0%
2010 2011

Source: IBM Coremetrics Benchmark (US data) research, released November 2011, data gathered directly from over 500 leading US retailers,
http://www.marketwatch.com/story/mobile-device-retail-traﬃc-to-more-than-double-this-novemberholiday-season-reports-ibm-2011-11-04


Mobile and travel
Amadeus: The Always-Connected Traveller report

16% 10% 40%
Of surveyed travellers use Of surveyed travellers
Of surveyed travellers use
smartphones to book flights would use real time flight
tablets to book flights
status updates on
mobile

Source: Amadeus: The Always-Connected Traveller, n=1000, http://www.amadeus.com/airlineIT/the-always-connected-traveller/docs/Amadeus-The-Always-Connected-Traveller-2011-EN.pdf


Global smartphone manufacturer market share
Year-on-year changes for worldwide smartphone market share

Gartner research, released November 2011

30%
3Q10 3Q11

25%

20%

15%

10%

5%

0%
N okia Samsung LG Apple Z TE Research
I n H TC Motorola H uawei Sony
Electronics Motion Device Ericsson

Source: Gartner research, based on sales to end users, http://www.gartner.com/it/page.jsp?id=1848514. Other smartphone manufacturers account for 33.8% on 3Q11 and 32.5% in 3Q10.


Global smartphone OS market share
Year-on-year changes for worldwide smartphone OS market share

Gartner research, released November 2011

60%
3Q10 3Q11

50%

40%

30%

20%

10%

0%
Android Symbian iOS Research
I n Bada Microsoft Others
Motion

Source: Gartner research, based on sales to end users, http://www.gartner.com/it/page.jsp?id=1848514. Other smartphone manufacturers account for 33.8% on 3Q11 and 32.5% in 3Q10.


Barriers to purchase on mobile
Our Mobile Planet

80%
69%
70%
60%
50%
40% 34%
30%
20%
9%
4% 6% 4%
10% 2% 2%
0%
Too Too
expensive Prefer
to
u se
a N ever
h eard
of Doesn't
feel Payment
too Payment Others
complicated PC/laptop these
services secure complex features
were
not
available

Source: http://www.ourmobileplanet.com/


mCommerce
Verdict Research/Barclays

£19.3bn
Total mCommerce spend by
£5bn £3.1bn
Total mCommerce spend
Total mCommerce spend
2021 on personal care by 2021
on food and groceries by
2021

Source: Verdict Research/Barclays


The Logic Group

œ  New report from TLG:
˜  The Imperatives for Customer Loyalty 2011: The changing world of consumers;
mature markets and new technology
œ  The questions
˜  The research poses the following questions:

˜  Which sectors do we feel loyal to and why?

˜  What does being loyal mean and which schemes are we members of?

˜  What are we saying online about loyalty schemes?

˜  How do we feel about the schemes we belong to and what makes a good loyalty
scheme?
˜  What do we want from loyalty schemes in the future and what is the role of new
technology
œ  H:MarketingResearch, Facts & FiguresThe Logic Group - loyalty

The Logic Group - example
The Imperatives for Customer Loyalty 2011, released November 2011

Source: Verdict Research/Barclays


The Logic Group - example
The Imperatives for Customer Loyalty 2011, released November 2011


Mobile growth by the numbers

An analysis of mobile use of 30 of our e-commerce
sites, over 1.5m visitors

10% 81% 31% iPhone
90% mobile
desktop
47% iPad

Source: Screen Pages research, http://www.screenpages.com/about/articles/mobile-research Conﬁdential data, although generally niche brands selling lifestyle goods with average order value of ~ £100 to ABC1s.


Advertising spend
Mobile marketing on the rise

% change in advertising spend (2009-2010)

80% From 2009-2010, mobile marketing increased
by 75% to almost US$1.5bn. This is expected to
70%
rise with the increase of smartphone ownership.
60%

50%

40%

30%

20%

10%

0%

-‐10% Mobile Social
m edia Internet Television Radio Outdoor Magazines N ewspaper
marketing

Source: Microsoft Tag (US data), http://tag.microsoft.com/community/blog/t/the_rise_and_fall_of_advertising_media.aspx


Mobile growth by the numbers

Some recent stats

350m 1m 72%
Number of existing MAYBEof new iOS
Number
and Android devices
of mobile web users
don t download apps
iOS and Android 30%
devices activated every day at all

Source: Circles 1 and 2 - Microsoft Tag (US data), http://tag.microsoft.com/community/blog/t/the_rise_and_fall_of_advertising_media.aspx Circle 3 - eConsultancy, http://econsultancy.com/uk/blog/8036-the-future-is-mobile-but-is-your-site-ready


MEF research
MEF research, released October 2011

Consumers are much
more likely to access
mobile than ﬁxed
internet on a daily
basis

Source: Source: MEF Global Consumer Survey 2011. Base=8,530 feature-and smartphone owners in 9 countries


IBM CMO research
IBM research, released October 2011

Four out of five CMOs
plan to use mobile
more extensively over
the next three to five
years

Source: 1,734 executives interviewed for the 2011 IBM Global Chief Marketing Officer Study. N=1,734 throughout 19 industries and 64 countries.


MEF smartphone research
MEF research, released October 2011

91% 71% 72%
Of smartphone users in the Of smartphone users Of smartphone users
UK have used their mobile for worldwide have purchased worldwide use mobile
commerce (research or using mobile internet on a daily basis
purchase)

Source: Source: MEF Global Consumer Survey 2011. Base=8,530 feature-and smartphone owners in 9 countries


mCommerce update
WorldPay research, released October 2011

39% 31%
Of smartphone shoppers are Of smartphone users are
frustrated with the length of frustrated with websites not
the mobile buying process being mobile friendly

Source: Source: The research was conducted through the following channels: an online poll by Consensus Research, amongst 1,023 consumers; an online panel with decision makers from 1,295 organisations of all sizes, conducted by ICD research;
10 in-depth phone and face-to-face interviews with decision makers with responsibility for e, and m-payments amongst the top 100 UK e-tailers, carried out by e-digital research during later 2010 early 2011 on behalf of WorldPay.


US smartphone data
In August 2011, 56% of recent acquirers in the US chose an Android device

Nielson US data, released October 2011

11% 6%
9%
18%
28%

28%

56%
43%

All
smartphone
subscribers 3mo
recent
acquirers

Android iOS BlackBerry Other

Source: Nielson US data, released October 2011


mCommerce
Forrester research, released October 2011

15% 30m 31%
Of all search queries come Forecasted number of UK Of UK adults use mobile
from mobile devices, up from mobile internet users by internet at least once a month
7% last year 2012

Source: Source: Forrester research, n=>330,000, sample from Europe, North America, and Asia Paciﬁc regions. http://www.nma.co.uk/3031261.article?cmpid=NMAE01&cmptype=newsletter&email=true


mCommerce
eBay and Latitude research, released October 2011

$4bn 32%
Expected mCommerce sales Of 18-34 year olds to use
for eBay in 2011 mCommerce this
Christmas

Source: Stat #1: http://www.mobilemarketingmagazine.co.uk/content/ebay-forecasts-5bn-mobile-sales-2011, Stat #2 http://www.mobilemarketingmagazine.co.uk/content/third-18-34s-will-mobile-shop-christmas


Mobile and charity

42% £96m 15%
Of charities now use mobile Estimated value of SMS Of donations on the JustGiving
for fundraising donations in 2014 website were made through
mobile devices

Source: Stat #1 and #3: nfpSynergy and the Charities Aid Foundation report from June 2011, http://www.nfpsynergy.net/includes/documents/cm_docs/2011/n/nfpsynergy_sms_report_version_20_july_2011.pdf
Stat #2: Charity Aid Foundation and ResPublica report from Sept 2010, http://www.respublica.org.uk/documents/gfj_ResPublica%20Digital%20Giving%20Executive%20Summary.pdf


Mobile and charity

$32m 21% 34%
Amount raised via SMS by Of people are very likely or Of 16-34 year olds are very
the American Red Cross quite likely to donate via likely or quite likely to donate
for the Haiti earthquake mobile via mobile
appeal

Source: Stat #1 #2 #3: nfpSynergy and the Charities Aid Foundation report from June 2011, http://www.nfpsynergy.net/includes/documents/cm_docs/2011/n/nfpsynergy_sms_report_version_20_july_2011.pdf


Uk mobile stats summary oct ’11 – jan ‘12

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Uk mobile stats summary oct ’11 – jan ‘12