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This presentation expresses my personal view on early-adopters and opinion leaders in Germany regarding technological gadgets, mobile phones and social media. It highlights and aggregates the newest statistics and findings about the mobile phone usage in Germany. Please read the notes in the ppt with all references and sources. Some slides include my personal view on German culture and characteristics. In case, you are interested to invite me for a presentation at your company or event, please contact me via [email protected].
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Technological leaders & stylists in Germany 2010 A personal view on local characteristics, national culture, statistics, trends and myself…
Björn Behrendt, CEO hiogi GmbH, 23rd October 2009
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In the next 60 minutes - I expect to…
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1975: 1st time a global citizen1996: 1st Web-Access1997: 1st SMS sent2004: 1st DSL-Flat2005: 1st mobile WAP-Usage2009: 1st mobile VoIP-Call with Skype 2009: 1st mobiler QR / SMS Airline Check-in 2009: 1st time mac user
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Germany only is the 19th most innovative country in the world.German user acceptance of 3G or later technologies will reach UK or IT level in 2013.Viewing mobile HULK Trailer (900kb) still costs between €9 to €18.Japan 3G penetration reaches 91% in 2009 vs. 39% in western Europe!
Germans love discounters.Mobile revenues per month & customer went down -30% to 17.5 EUR (Q2 2006 to Q2 2008).BILD mobile gets 39.9 mio PIs/m vs. 8 Mio for Kicker, 6.7 Mio for Spiegel or 3.5 Mio for Welt.
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Saturated market.3G subscribers make up only 10% of the market.
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„Don`t touch my fence or my car and let`s see how others use new technologies first…“Greately influenced by US and UK media (talentshows, soaps, movies…).Germany according to E.T. Hall: low context | monochronic | future-oriented | big bubble |time is limited | medium power distance | achievement-based, individualistic culture
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Germans are highly organized in 535.000 clubs (Vereinen - 50% nonprofit).TÜVs are testing and inspecting everything (e.g. cars DEKRA, ISO, hired tests…).Stiftung Warentest is a must-read prior to purchase decision, lately subsidized by portals.Very critical tech press and TV coverage (Planetopia, Akte09, ARD Ratgeber…).
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Only 40% of households use WiFi at home (Spain 68%, France 67%)17 public hotspots per 100k inhabitants (UK 48, Sweden 38)96% have Bluetooth available on the phone, but only 30% are WiFi enabled.In Q1 2009 6 Mio Germans surfed the web with a mobile phone.
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Real digital natives were born in the years 1995-2009.The influences on style and technological innovations shift from the high-incomeusers and young addicts to the early adopters among teenagers.Strong mouth-to-mouth effects and intense social media critism (#Jackwolfskin, #JAKO).
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39% of Germans have a positive attitude towards advertising on the mobile phone.Germans are best incenteviced by financial gains (free minutes, discounts, one off).
Television Radio Press Cinema
Outdoor Direct mail Internet Mobile
79%76%
82%62%
65% 53%73%
39%= 32%= 59%= 34%= 74%
= 68%= 77%= 58%= 70%
„Mein Klub“ is installed on 48% of all German iPhones, but only 6% used m-web in Q1 ‘09.70% of German mobile web traffic is generated by male users.Find a pharmacy finder 22833 usage: 12% use 22833.mobi | 16% iPhone App (€2.99) 31% fixed line call (69c/min) | 31% mobile call |10% SMS (69c/sms)
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Mobile Trends by Deutsche-Startups (Innofact AG):73% local information | 63% social networks / communities |56% geo-tagging49% general information | 34% mobile TV | 32% mobile shopping30% gaming | 24% mobile banking
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Germany and Switzerland try to catch up in terms of online reach of communities.Brazil, Spain and Italy show the greatest reach.
Globally the relative increase of time spend in member communities is 38%.Except Brazil and the US all countries show strong growth rates.
StudiVZ is the market leader with formats for young (schuelerVZ) and old (meinVZ).However the VZ-group falls behind in terms of product usability and innovation.Facebook „exploded“ and shows the highest growth rates in recent month.
Groundbreaking formular creates massive changes in stylists behaviours:Mobile + GPS + Social Communities + Unified Communications + Multimedia
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My view on early-adopters / tech leaders in Germany:28-35 years old | well-educated, most of them with university degree | bi-lingual | medium to high income | Following international media | traveling to US / UK| male | cost sensitive in terms of transaction costs | willing to spend money for gadgets | nerds
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My view on movers and shakers (stylists) in Germany:Eye-catching | funny & entertaining | team player| active | public | profile on StudiVZ, Facebook, Linked-In, XING, Twitter | living in metropolitan areas like Berlin, Hamburg, Munich… | hate instransparency and they are loud | socially active | rich students | Yuppies
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My predictions:Technological leaders and stylists in Germany will stay more risk-avers and critical than peers.In 2010 they will use ticketing, news, mail, IM, LBS / GPS, social networks, kill-time apps.Only in 2011 and beyond: mobile TV, Couponing, RFID, payment, E-Commerce, i-Home…
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Twitter: www.twitter.com/bbweb Blog: behrendt.blogspot.com
Time for Q&As©
Q&As
BACKUP SLIDES
Multimedia devices with internet access will be everywhere…
Analysis of the terms used in social media conversations.Online Channels, newspapers and magazines are not so much associated with advertising.
SMS still the major use-case for mobile phone owners.Followed by Email and photography.Websites are only browsed by 24.8%, followed by games with 18.2%.44% of German Internet User own a mobile device with internet access, 12% a smartphone.
Only 5% want to start to use mobile internet in the next 6 months.60% are not planning to use mobile internet.
71% think it is too expensive, 60% think it is too uncomfortable and too complicated.
However every third smartphone owner uses the mobile internet daily.
