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Speeding up
the planning
process
By
Nick Lane, chief strategy analyst
All data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer Trends product
Key Developments in Mobile Advertising 2011-2012
Planning
What I don’t do
Do you know your audience?
Your view of the UK mobile market ...
82.91 million subs20.7 million mobile internet users16.6 million mobile app users15.3 million m-commerce users
Nb all data based on 18-64 year olds
... & 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
UK mobile usage landscape today ...
Apps: 6%M-comm: 6%
Mob Int.: 1.3 mil.
Mob Int: 5%M-comm: 5%
Mob Int: 12%M-comm: 9%
Total mobadreach: 2.5 mil.
Apps: 18%M-comm: 22%
Apps: 7%M-comm: 7%
Mob Int: 2%Apps: 2%Mobad
conversion: 300,142
Mob Int: 10%Mobad
conversion: 514,862
Mob Int: 11%M-comm: 12%
Apps: 1%M-comm: 1%
Mobad conversion: 65,250
Mob Int: 5%Apps: 5%
M-comm: 5%
Apps: 14%Total mobadreach: 16%
Mob Int: 7%M-comm: 5%
... And tomorrow (Apr, 2012)
Apps: 1.4 mil.M-comm: 1.2 mil.
Mob Int.: 6%
Total mobadreach: 24%
Apps: 3.9 mil.M-comm: 4.1 mil.
Apps: 1.6 mil.M-comm: 1.3 mil.
Mob Int: 549,959Apps: 460,000
Mobad conversion: 114,500
Mob Int: 2.6 mil.Mobad
conversion: 11%
Apps: 1%M-comm: 207,927Mobad conversion:
1%
Apps: 3 mil.Total mobad
reach: 2.02 mil.
Mob Int: 1.84 mil.M-comm: 929,828
Investing in Android yet?
3.5 millionNumber of Android mobile internet
users in 4Q2011
647,043
157,728
399,940
Investing in Android yet?
3.2 millionNumber of Android app users in
4Q2011
647,043
157,728
399,940
454,470
230,273
232,970
Forgotten the featurephone massive?
7.08 millionNumber of featurephone mobile internet
users in 2Q2011
829,853457,459
1.002 mil.
Thinking about following Tesco?
App users by region, 3Q2011
iPhone app users by region, 4Q2011
5%
18%
7%
6% 12%
Where is this all heading?
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12
M-commerce users by device
Non-smartphone
Other smartphones
Android
iPhone
14.5 millionUsers of m-commerce in 1Q2011
19.2 millionUsers of m-commerce in 3Q2012
72%of m-commerce users on smartphones in 3Q2012
What is the iPhone’s appeal?
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12
iPhone m-commerce activity, by age
55 - 64
45 - 54
35 - 44
25 - 34
18 - 24
25-34 y.o.s: largest m-commerce users and will experience most growth18-24 y.o.s are the next largest demographic group for m-commerce
Central, 3Q12 2.1million
responsive to mobile
advertising
47%increase in app users
1Q11-3Q12
3,799,533Total number of mobile internet users
M-Commerce by device
iPhone
Android
Other smartphones
Total featurephones
Total legacy712,786
mobile advertising conversions
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 LaneChief strategy [email protected]+44 118 979 5339
Source: Mobile Consumer Trends, in association with