Q4 2011
JiWire Mobile Audience Insights ReportQ4 2011   Table of Contents   Location-Based Trends                            2-3  ...
JiWire Mobile Audience Insights ReportQ4 2011Location-based trends: Content preferences                  Which would you p...
JiWire Mobile Audience Insights ReportQ4 2011Location-based trends: Response to location-based messaging                  ...
JiWire Mobile Audience Insights ReportQ4 2011Mobile shopping behavior: In-store shopping behavior           Which have you...
JiWire Mobile Audience Insights ReportQ4 2011Mobile shopping behavior: Coupon and QR code redemption Which of the followin...
JiWire Mobile Audience Insights ReportQ4 2011Connected device adoption: Public Wi-Fi network usage by device          Conn...
JiWire Mobile Audience Insights Report  Q4 2011  Connected device adoption: U.S. highlights               Top 10 Wi-Fi Mob...
JiWire Mobile Audience Insights Report  Q4 2011  Connected device adoption: U.K. highlights               Top 10 Wi-Fi Mob...
JiWire Mobile Audience Insights ReportQ4 2011Connected device adoption: Evolving OS ecosystems                            ...
JiWire Mobile Audience Insights ReportQ4 2011Worldwide location highlights: Public Wi-Fi locations               Worldwide...
JiWire Mobile Audience Insights ReportQ4 2011Worldwide location highlights: Public Wi-Fi locations                        ...
JiWire Mobile Audience Insights ReportQ4 2011              Special Report: Automotive                                     ...
JiWire Mobile Audience Insights ReportQ4 2011Automotive trends: Purchasing intent and behavior                            ...
JiWire Mobile Audience Insights ReportQ4 2011Automotive trends: Locationbased behavior            Which mobile services wo...
JiWire Mobile Audience Insights Report                                                                   Q4 2011          ...
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JiWire - insightsreport Q4 2011

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JiWire - insightsreport Q4 2011

  1. 1. Q4 2011
  2. 2. JiWire Mobile Audience Insights ReportQ4 2011 Table of Contents Location-Based Trends 2-3 Mobile Shopping Behavior 4-5 Connected Device Adoption 6-9 On-the-go consumers Worldwide Location Highlights 10-11 comparison shop while in-store Special Report: Automotive 12-14 The Q4 Mobile Audience Insights Report examines location-based trends, mobile shopping trends, and connected device adoption. This quarter we examined three key emerging trends in the location and mobile markets. The first area reviews response to location-based messaging. The second key area looks at location specific shopping behaviors and the usages of emerging technologies. The third area evaluates the relationship between smartphone and tablet buying preferences. Key highlights include: •  75% of the on-the-go audience take action after seeing a location-based message •  More%than%one%third%of%mobile%consumers%comparison%shop%on%while%in5store% •  In the United Kingdom, mobile devices make up 47% of Wi-Fi usage, surpassing laptops for the first time Source: JiWire, Q4 2011 1
  3. 3. JiWire Mobile Audience Insights ReportQ4 2011Location-based trends: Content preferences Which would you prefer? Would you prefer ads that are locally relevant to you? Pay for content Free, ad-supported Yes No without ads content Source: JiWire, Q3 2011 Source: JiWire, Q4 2011 Key Insights80% of the on-the-go audience prefer locally relevant advertising•  In Q3 2011, on-the-go consumers indicated that they preferred Free Content with advertising (84%) as opposed to Paid Content without advertising (16%).•  In Q4 2011, consumers indicate that they would also prefer to see advertising that is relevant to their location.•  Results, in both cases, are consistent across genders and age. Source: JiWire, Q4 2011 and Q3 2011 2
  4. 4. JiWire Mobile Audience Insights ReportQ4 2011Location-based trends: Response to location-based messaging Behavior by Mobile Device Type Consumers who have taken action in response to a location specific message iPhone Android Blackberry Non- Smartphone Clicked on an ad 34% 32% 32% 25% Searched for the 17% 25% 17% 15% nearest location Find%a% Yes Researched the product 22% 24% 20% Store% 13% No Visited the website 20% 23% 19% 14% Visited the store 18% 22% 18% 15% Made a purchase 19% 19% 21% 18% Source: JiWire, Q4 2011 Source: JiWire, Q4 2011 Key Insights75% of mobile consumers take action after seeing a location specific message•  The top three actions overall include clicking on a location specific ad (31%), searching for the nearest location (21%) and/ or conducting additional research (21%).•  Smartphone owners, in general, show higher response than non-smartphone owners to locationized messaging.•  Behavior further varies by smartphone device type. In addition to clicking on an ad, iPhone users are most likely to conduct additional research (22%), Android users search for the nearest location (25%), and Blackberry users immediately make a purchase (21%).•  eMarketer research reveals a close relationship between research and purchase for the on-the-go smartphone audience*. Source: JiWire, Q4 2011 eMarketer Local Commerce: How Consumers Find Nearby Retailers, Nov 2011 3
  5. 5. JiWire Mobile Audience Insights ReportQ4 2011Mobile shopping behavior: In-store shopping behavior Which have you done when shopping in-store Age Breakdown with your mobile device? 34% <24 25-34 35-44 45-54 55+ 27% Comparison Shopped 28% 39% 38% 36% 28% 21% Searched for 22% 31% 34% 28% 20% reviews 14% 12% Searched for 19% 26% 25% 19% 13% 6% a coupon Purchased on mobile phone 15% 13% 14% 9% 9% instead of store Comparison Searched Searched for Watched Purchased Searched for Shopped for reviews coupons videos, on a mobile a friend’s Searched for demos, etc phone instead recommendation of the store a friend’s 9% 7% 6% 5% 4% recommendation Source: JiWire, Q4 2011 Source: JiWire, Q4 2011 Key Insights34% of consumers comparison shop on their mobile devices while in the store•  Comparison shopping is consistently the lead in-store activity category across ages and genders.•  Consumers between the ages of 25-34 are the most likely to comparison shop in-store (39%) and purchase on their mobile devices instead of in the store (13%), commonly referred to as the ‘showroom’ tendency.•  Shoppers are also four times more likely to search for reviews (27%) than to search for a friend’s recommendation (6%).•  21% of the on-the-go audience also searched for coupons while in-store. comScore estimates that 37% of all smartphone owners have used location-based coupons, and an additional 42% would be interested in doing so*. Source: JiWire, Q4 2011 *comScore “Handheld Shopping: How Mobile is Changing the Retail Environment,” Dec 7, 2011 4
  6. 6. JiWire Mobile Audience Insights ReportQ4 2011Mobile shopping behavior: Coupon and QR code redemption Which of the following actions have you taken in the past 90 days? Does your mobile device have a Quick Response (QR) scanner? 34% 38% 22% 18% 18% 11% Redeemed Redeemed Redeemed Scanned a Used a mobile None an online a newspaper a mobile Quick Response payment system Yes No I don’t know coupon coupon coupon code Source: JiWire, Q4 2011 Source: JiWire, Q4 2011 Key InsightsMobile commerce is making strong in-roads, evident by coupon and payment adoption•  34% of consumers have redeemed an Online coupon in the past 90 days, followed by newspaper coupon redemption (22%), then mobile coupon redemption (18%).•  Mobile coupon redemption is nearing newspaper coupon redemption thresholds. Digital (online + mobile) couponing is leading print couponing as a channel overall.•  18% of all consumers have scanned a Quick Response (QR) code, representing half of consumers who know they have QR scanners. With a 33% of consumers not knowing if they have mobile QR scanners there is much room for growth in this area.•  11% of consumers have reported using a mobile payment system, such as Google Wallet. Source: JiWire, Q4 2011 5
  7. 7. JiWire Mobile Audience Insights ReportQ4 2011Connected device adoption: Public Wi-Fi network usage by device Connections by Device: U.S. Q4 2011 Connections by Device: U.K. Q4 2011 32.8% 44.4% 47.2% 56.0% 11.2% 8.4% Tablet Laptop Smartphone Tablet Laptop Smartphone Source: JiWire, Q4 2011 Source: JiWire, Q4 2011 Key Insights The public Wi-FI device mix continues to change in Q4 2011 •  In the U.S., laptops still represent the majority of Wi-Fi connections at 56%. The remaining 44% is made up by smartphones and tablets. •  In the U.K., however, smartphones now account for 47.2% of connections., surpassing laptops at 44.4.%. •  Tablet connections represent similar proportions in both U.S. and the U.K. at 11.2% and 8.4%, respectively. Source: JiWire internal network data, Q4 2011 6
  8. 8. JiWire Mobile Audience Insights Report Q4 2011 Connected device adoption: U.S. highlights Top 10 Wi-Fi Mobile Device: Q4 2011 Top Wi-Fi Mobile OS: Q4 2011 Q4 2011 Q4 2011 Q4 Q3 % Change in Q4 Q3 % Change in Mobile Device Top 10 % of Ad Mobile Device OS % of Ad Rank Rank Market Share Rank Rank Market Share Requests Requests 1 Apple iPhone 41.1%% 1 - 0.8% 1 iOS 83.1% 1% + 3.2% 2 Apple iPad 30.9%% 2 + 7.1% 2 Android OS 12.9% 2% + 1.9% 3 Apple iPod Touch 12.1%% 3 - 2.0% 4 HP TouchPad 0.9%% - + 0.9% 3 RIM OS 2.2% 4% + 0.0% 5 Kindle Fire 0.9%% - + 0.9% 4 Windows OS 0.8% 3% - 4.5% 6 BlackBerry Torch 0.7%% 5 0.0% 5 WebOS 0.6% 7% + 0.2% 7 HTC Evo 0.6%% 37 + 0.5% 6 Symbian 0.3% 6% - 0.1% 8 Samsung Galaxy Tab 0.5%% 16 + 0.3% 7 Bada OS 0.0% 9% 0.0% 9 Samsung Galaxy S 0.4%% 12 + 0.1% 10 HTC Inspire 0.3%% - + 0.1% 8 Linux 0.0% 12% 0.0% Source: JiWire, Q4 2011 Source: JiWire, Q4 2011 Key Insights: Many changes seen in Top 10 mobile devices in Q4 2011 •  Two new tablets enter the Top 10: the HP Touchpad (0.9%) and the Kindle Fire (0.9%) •  The Apple iPad shows the highest increase of all devices, growing by 7.1%. iOS and Android increases in market share while Windows OS decreased •  iOS and Android OS increase by 3.2% and 1.9%, respectively, at the expense of Windows OS which drops by 4.5%.Note: JiWire measurement includes all mobile device types in order to provide a complete view of howthe on-the-go audience is connecting. * OS: Operating System. Source: JiWire, Q4 2011 7
  9. 9. JiWire Mobile Audience Insights Report Q4 2011 Connected device adoption: U.K. highlights Top 10 Wi-Fi Mobile Device: Q4 2011 Top Wi-Fi Mobile OS: Q4 2011 Q4 2011 Q4 2011 Q4 Q3 % Change in Q4 Q3 % Change in Mobile Device Top 10 % of Ad Mobile Device OS % of Ad Rank Rank Market Share Rank Rank Market Share Requests Requests 1 Apple iPhone 51.0% 1 + 0.4% 1 iOS 83.2% 1 + 12.1% 2 Apple iPad 27.1% 3 + 17.0% 2 Android OS 11.9% 2 - 4.7% 3 Apple iPod Touch 5.0% 2 - 5.4% 4 HTC Desire 1.7% 5 - 0.1% 3 RIM OS 3.1% 4 + 1.6% 5 Samsung Galaxy S II 1.2% 9 + 0.2% 4 Symbian OS 1.0% 6 0.0% 6 Samsung Galaxy Tab 1.0% 32 + 0.8% 5 Windows OS 0.6% 3 - 7.8% 7 Samsung Galaxy S 0.8% 8 - 0.6% 6 webOS 0.2% 9 + 0.1% 8 BlackBerry Torch 0.7% 16 + 0.4% 7 Bada OS 0.1% 8 - 0.1% 9 HTC Sensation 0.6% + 0.6% 10 BlackBerry Bold 0.5% 26 + 0.3% 8 Linux OS 0.0% 10 0.0% Source: JiWire, Q4 2011 Source: JiWire, Q4 2011 Key Insights: iPad makes significant market share gains in the fourth quarter of 2011: •  The iPad increases by 16.7% to secure its position as the No. 2 ranking device in the U.K. •  Blackberry also reports increases with the Torch and Bold reaching the Top 10 for the first time. iOS makes large market share gains in the fourth quarter of 2011: •  iOS gains 12.1% market share in Q4 2011 ending a 2 quarter run of consecutive drops. RIM sees gains of 1.6%. •  Android and Windows OS show large decreases in market share of 4.7% and 7.8%, respectively.Note: JiWire measurement includes all mobile devices in order to provide a complete view of howthe on-the-go audience is connecting. * OS: Operating System. Source: JiWire, Q4 2011 8
  10. 10. JiWire Mobile Audience Insights ReportQ4 2011Connected device adoption: Evolving OS ecosystems What kind of tablets are smartphone owners buying? iPhone owners Android owners Blackberry owners iPad Blackberry iPad Blackberry iPad Blackberry Playbook Playbook Playbook 89.3% 0.4% 60.8% 0.3% 77.9% 3.7% Android Android Android Undecided Undecided Undecided Tablets Tablets Tablets 7.4% 2.9% 27.1% 11.8% 12.5% 5.9% Source: JiWire, Q4 2011 Key Insights iPhone and Android smartphone consumers show strong brand affinity to operating systems •  89.3% of on-the-go iPhone users either own or plan to purchase an iPad. Roughly 10% of consumers are considering other devices including Android-based tablets (7.4%) or the Blackberry Playbook (0.4%) with 2.9% overall still undecided. •  The majority of Android owners also prefer the iPad (60.8%), though nearly a third of of consumers own or plan to buy an Android-based device (27.4%); 11.8% of consumers are still undecided. •  By contrast, 3.7% of Blackberry users own or plan to purchase a Blackberry Playbook. The remaining 90.4% are interested in other tablet models, with the iPad being the majority preference (77.9%), and 12.5% interested in Android- based tablets; 5.9% are still undecided. •  Regardless, iPad dominates the Tablet ecosystem. Source: JiWire, Q4 2011 9
  11. 11. JiWire Mobile Audience Insights ReportQ4 2011Worldwide location highlights: Public Wi-Fi locations Worldwide public Wi-Fi locations: Worldwide quarterly growth in 2007 – 2011 public Wi-Fi locations 682,929 682,929 647,788 546,783 577,250 414,356 289,476 237,507 219,681 2007 2008 2009 2010 2011 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Source: JiWire, Q4 2011 *Base starting at 230,000 Source: JiWire, Q4 2011 Key Insights: Worldwide public Wi-Fi locations continue to grow throughout 2011: •  Quarterly growth of 5.4% from Q3 2011 to Q4 2011. •  Annual growth of 64.8% from Q4 2010 to Q4 2011. •  Total public Wi-Fi locations have more than doubled since 2009. Source: JiWire, Q4 2011 10
  12. 12. JiWire Mobile Audience Insights ReportQ4 2011Worldwide location highlights: Public Wi-Fi locations Public Wi-Fi business models: Worldwide Q4 2011 Q4 Q4 2011 Q3 2011 % Change Rank Country Rank # of Locations (from Q3) 77.7% 22.3% 1 United Kingdom 181,697 1 0.1% Paid 0.1% 2 United States 110,332 2 5.8% 77.6% Free Increase 3 China 103,770 3 1.5% in Paid 4 South Korea 83,638 4 20.2% 5 France 35,912 5 3.8% Public Wi-Fi business models: U.S. Q4 2011 6 Taiwan 19,311 9 34.9% 77.1% 22.9% 7 Russian Fed. 16,677 6 0.1% Paid 76.2% 8 Japan 15,662 8 6.7% 0.9% Free Increase 9 Germany 14,879 7 1.0% in Free 10 Sweden 9,052 10 16.6% Source: JiWire, Q4 2011 Source: JiWire, Q4 2011 South Korea, Taiwan and Sweden have highest growth rates in Q4 2011 •  South Korea keeps the No. 4 position while Taiwan increases to No. 6, with growth rates of 20.2% and 34.9% respectively. •  Sweden produces a 16.6% increase in market share but remains in the No. 10 spot. Free locations continue to see growth in the U.S. but remain consistent worldwide •  Free locations in the U.S. have increased by 0.9%, from 76.2% in Q3 2011 to 77.1% in Q4 2011, while total free locations Worldwide show a decrease of 0.1%. Source: JiWire, Q4 2011 11
  13. 13. JiWire Mobile Audience Insights ReportQ4 2011 Special Report: Automotive 12
  14. 14. JiWire Mobile Audience Insights ReportQ4 2011Automotive trends: Purchasing intent and behavior After seeing an ad, which of the following Do you plan to purchase a actions have you taken? car in the next 12 months? 30% 23% 20% 13% 12% YES Visited the website Clicked on the ad Scheduled an appointment Gone directly to the dealer None of the above Source: JiWire, Q4 2011 Source: JiWire, Q4 2011 Key Insights 25% of the on-the-go audience plans to purchase a car in the next 12 months •  80% of consumers report responding to an advertising message: 30% have visited the website, 23% have clicked on an ad, 13% have scheduled an appointment, and 12% have gone directly to the dealer. •  While overall results rank similarly by gender, women were fifty percent more likely to schedule an appointment than men – 17% compared with 11%, respectively. Source: JiWire, Q4 2011 13
  15. 15. JiWire Mobile Audience Insights ReportQ4 2011Automotive trends: Locationbased behavior Which mobile services would help the most with Demographic Breakdown your auto-buying decision? <24 25-44 45+ 3% See Product Specs See Product 24% 29% 26% 29% 22% 82% 9% 9% 11% 27% Specs Find a Dealer 13% Find a Dealer 32% 19% 18% 20% 26% 77% 13% 10% Check Availability of Make or Model Check 19% 23% 24% 21% 25% 66% 15% 19% Availability 23% 23% Watch product videos Watch Product 13% 15% 10% 12% 15% 45% 16% 39% Interactive Tools Videos Use Interactive 7% 11% 15% 13% 9% Other 28% 14% 58% Tools Source: JiWire, Q4 2011 Other 1% 3% 6% 4% 3% Key Insights46% of On-the-Go consumers are seeking location-specific information•  In-market shoppers view the ‘find a dealer’ and ‘check availability’ as the most important location-based mobile services, garnering 23% of respondents, respectively.•  Women are also the most likely to use location-based tools: 26% believed ‘finding a dealer’ was the most important, followed closely by ‘checking availability of a make or model’ at 25%. Men, by contrast, were more interested in ‘reviewing product specs’.•  ‘Price comparison’ and ‘financing tools’ were listed as other important features consumers would like to have. Source: JiWire, Q4 2011 14
  16. 16. JiWire Mobile Audience Insights Report Q4 2011 JiWire is the leading mobile audience media company, combining location and audience data to deliver targeted advertising across premium locations and wireless devices. This Insights report provides a snapshot of usage trends and audience data over public Wi-Fi for the fourth quarter of 2011. This report is intended to highlight market trends for advertisers. JiWire’s Location-Based Media Channel is comprised of more than 30,000 public Wi-Fi locations through partnerships with more than 30 leading wireless broadband telecommunications providers, with venues such as airports, hotels and cafés that serve more than 50 million unique users monthly. JiWire connects with the on-the-go audience across multiple devices from laptops, to smartphones, to tablets. JiWire’s registry of public Wi-Fi locations includes more than 450,000 public Wi-Fi locations in 144 countries. JiWire has been reaching on-the-go audiences since 2003. For questions about this report, or for recommendations for future reports, please contact us at Insights@jiwire.com.Methodology:JiWire’s Mobile Audience Insights Report is based on data from approximately 315,000 public Wi-Fi locations, as well as surveying more than 5,000customers randomly selected across JiWire’s Wi-Fi Media Channel in October– December 2011. JiWire serves advertisements to over 30,000 public Wi-Filocations in North America and we record data from every ad request. This report is based on the ad request data we collected from October – December2011. Quarterly public Wi-Fi location rankings and business model distributions are based on the final day of the quarter.

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