The evolving mobile landscape

Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360

The evolving mobile landscape

Desirée van der VeenDigital Research Consultant

TNS NIPO

June 2013

Login @ TNS NipoThe mobile landscape© TNS June 2013 Twitter: #Mobile360 2


Mobile Life Mobile 360

ACTIVE MEASUREMENT

PASSIVE MEASUREMENT


Mobile Life draws on the behaviours, motivations and priorities of 38,000 people in 43 countries,

800 in The Netherlands,

to develop recommendations on activating a business and marketing strategy via mobile.


28%

Smart Device Omnipresence

42%

of the world now has smartphones…

… up from

last year.


45% of the European

62%and

That’s over 10 milion Dutchies

of the Dutch

already have a smartphone.


Growth of smartphone ownership

Global Europe Nether-lands

Male Female 16-21 22-30 31-40 41-50 51-60

4245

62 63 62

85

7669

57

38


33%of us now have tablets

up from 16% last year

compared to 12% worldwide


… and another 18% expect to get one in the next six months.

51

49 In 2013 more than half of the Dutch own a tablet.


99

62

33

62

75

1623

1318

7 13 9

Household ownership Intention to buy

Device ownership and likelihood to buy

TabletSmartphone LaptopDesktopMobile Smart TV


Device share of time

Global EuropeNetherlands Male Female 16-21 22-30 31-40 41-50 51-60

27

15 19 17 2028 28

2114

9

4

47 7

7

7 9

9

6

5

31

41

4034

45

45 41

40

38

38

36 37 3036

2417 18

26

3743

3 2 5 6 4 3 4 5 5 5

Smart TV

Desktop PC

Laptop

Tablet

Mobile/smartphone


Fixed internet usage versus smartphone purchase

6 5 4 3 2 1 1 2 3 4 5 60

10

20

30

40

50

60

70

80

90

first smartphone buyers

Pre-purchase period (# months before)

Moment of 1st smartphone

purchase

Post-purchase period(# months after)


Smartphone adoption has no impact on fixed internet usage. Mobile internet is highly incremental!

Pre-purchase period (6 months before)

Post-purchase period (6 months after)

62 59

42Smartphone behaviour

PC behaviour

Base: smartphone owners

Pre-purchase period(6 months before)

Post-purchase period(6 months after)

Average # of minutes per user over 6 months period


Implication:

Mobile usage is growing fast, but keep presence on fixed internet in your marketing

strategy.


30

19

19

24

47

30

50

53

62

58

33

45

…is an extension of me – I feel lost without it”

…provides me with the tools that I need to succeed in life”

…provides me with a constant source of entertainment - I would be bored

without it”

…allows me to access information I would not otherwise be able to

access”

…gives me access to the information I need at the right place and time”

…is my most important piece of technology”

Disagree Agree“My mobile…

Attitudes towards mobile devices


“My mobile is my most important piece of technology”

Global Europe Netherlands Male Female 16-21 22-30 31-40 41-50 51-60

54

3830 27

34

4539

30 2620

23

3545 49

4237 34

39

5258

Agree Disagree

%


Mobile is regarded as the most important piece of technology to the youngsters,

It gives us access to the information we need at the right place and time


As a result

We develop our own mobile personal space





Relevance

Independence

Convenience

Experience

Transparency


Relevance

Independence

Convenience

Experience

Transparency

• Mobile banking – to use anywhere• LBS services – ability to find stores while

on the go• Loyalty cards and payment integrated

into the phone – to save time and money


Relevance

Independence

Convenience

Experience

Transparency• Emails via mobile – access from anywhere

• In-store WiFi capability – the flexibility to connect while on the go


Relevance

Independence

Convenience

Experience

Transparency

• Information on the go• LBS groupon delivered when

near stores of relevance• Mobile advertising


Relevance

Independence

Convenience

Experience

Transparency

• QR codes for price comparison• Barcodes for price comparison• Consult independent product

reviews / peer reviews on SNS while shopping


Relevance

Independence

Convenience

Experience

Transparency

• Augmented reality to overlay on advertising

• Mobile gaming – interactive billboards

• Interactive games / QR codes to raise brand awareness


The resultMultiple, often simultaneous, access points to the world,

And opportunities to message to consumers directly


Mobile 360 draws on the actual behaviours of more than 1,000 smartphone and tablet users in

The Netherlands,

to develop recommendations on activating a business and marketing strategy via mobile


Mobile 360 A 360° view on mobile consumer behaviour

20th of April - 20th of May 2012

Android (High End) n=432

Android (Low End) n=338

BlackBerry n=99

iPhone n=243


What did we measure?

Voice SMS Mobilewebsites

Mobileapplications +

1. Daily number of in- and outgoing calls & messages

2. Daily time spent on voice & sms

1. Daily time spent2. Daily sessions3. Daily data used


Communicating: “How it all started”

Voice

SMS

IM

E-mail

Personal networking

4.6

1.9

10.3

4.0

8.5

Daily application face time(# minutes per user per day)


Communicating over time

Communication market face time during the day(# minutes per user throughout the day)

Voice SMS IM E-mail Personal networking

0

0.4

0.8mins.


Applications and online websites account for an average of

42minutesof market face

time per day for smartphone users

Android (High End) 48 minutes

Android (Low End) 41 minutes

BlackBerry 36 minutes

iPhone 33 minutes


19

41

10

01

13

1 2

Total/Day

42

mins.

Share of daily market face time – split by category(# minutes per user/day/category)



22minutes

of market face time per day for iPad users


42minutesof market face

time per day for smartphone users


4

3

1

8

01

1

2

1 1

Social Networking & Connecting Pure E-mail Multi-Media, Entertainment Gaming Personal Interest Shopping

Knowledge & Education News, Sport & Weather Personal Admin Planning & Organising

19

41

10

01

13

1 2

Total/Day

42

mins.

Total/Day

22

mins.


53%of the Dutch access the Internet via their mobile

using WiFi in a public area.

24%agree that free WiFi has encouraged them to use data to communicate.

... In the meantime


46 4529

38 4433 37

63

3048

54 5571

62 5667 63

37

7052

3G WiFi

3G

WiFi

18 minutes a day

26 minutes a day

Total daily market time

Distribution in daily application time - 3G versus WiFi(% of total minutes per category)


Implication:Opportunity for public and retail WiFi hotspots.


Mobile is app…

95% = app Total market time spent on

applications versus websitesExcluded Voice, SMS and System applications


And mobile is Web ….

0%

20%

40%

60%

80%

100%

Total spend time (hours) (App) Total spend time (hours) (websites)

Mobile apps Mobile websites


Attitudes towards applications

58

40

48

54

75

85

I don’t like to download too many apps – they clutter up my phone

I often download apps that I stop using after a few weeks

I find that apps are better than mobile websites for accessing the content that

I wantI am annoyed when apps don’t contain all the features that I can access via a

website

I only download free apps

I delete apps if I find that they are not useful or entertaining

21

33

14

16

14

5

Disagree Agree


Motivation for download apps

Looking for app that performed a specific function

To keep in touch with people more easily

It was featured in the app store

Allowed me to access content conveniently

I read about it in a review or a list of top apps

Allowed me to track some part of my life

I downloaded the app for someone else to use

I saw the app mentioned in an advertisement

51

46

43

39

37

37

35

27

24

18

16

14

13

11

11


White space analysis, top 15 growth potential

Home control via mobile

LBS/GPS

Emails

Scanning QR codes

WiFi connection at public areas

Microsoft Office programmes

WiFi connection at home

Synchronise phone content

Reading eBooks/magazines/newspapers

Listening to music

Browsing the internet

Speech to Text

Applications

Video calling

Calendar functionality

5

43

54

24

53

21

56

42

21

44

60

12

51

14

51

24

18

16

16

15

15

13

13

13

13

12

12

12

11

11

60

31

25

47

26

52

25

34

56

35

22

63

29

62

31

11

9

5

13

6

11

6

11

10

9

5

13

7

12

7

Using Interested Not interested Don't Know

%


Access anywhere, all the time…

But how do you reach that customer?



Relevance

Independence

Convenience

Experience

Transparency

27%

13%

20%

16%

18%

8%


6 ingredients for a mobile strategy

1. Build consumer journeys

2. Formulate KPI’s and how to measure success

3. Create a uniform brand experience across platforms

4. Begin with a responsive website

5. Maybe then apps….

6. Launch and iterate


10.000

1.000

500

What’s next?

New developments:

Multi device panel


More informationIf you see an opportunity to engage your

customer further through mobile devices,

contact us for more information:

Desirée van der Veen

Digital Research Consultant TNS NIPO

E: [email protected]

M: 06 3923 1280

Technology

The evolving mobile landscape