factsheet uk germany
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FACTSHEET UK VERSUS GERMANY
6%
15%
25%
11%
25%
23%
37%
58%
37%
5%
5%
30%
8%
12%
24%
28%
27%
38%
9%
32%
90%
57%
91%
17%
49%
49%
22%
58%
55%
73%
88%
57%
11%
21%
55%
19%
27%
37%
40%
43%
62%
26%
62%
96%
82%
99%
Payments
Navigation
Games
Applications
Bluetooth
Record video
Send pictures
Take pictures
Music (radio/MP3)
TV broadcast
Ringtones/Wallpapers
Information services
Upload content
Download content
Social networks
Chat
Surfing
Shortcode
MMS
SMS
Voicemail
Call
Monthly & Weekly usage UK
More than once a month
3%
8%
22%
5%
12%
18%
19%
38%
26%
3%
4%
11%
5%
5%
7%
6%
9%
11%
4%
14%
67%
23%
80%
7%
14%
41%
10%
26%
39%
42%
71%
37%
6%
10%
21%
9%
11%
11%
9%
14%
19%
10%
36%
87%
40%
99%
Payments
Navigation
Games
Applications
Bluetooth
Record video
Send pictures
Take pictures
Music (radio/MP3)
TV broadcast
Ringtones/Wallpapers
Information services
Upload content
Download content
Social networks
Chat
Surfing
Shortcode
MMS
SMS
Voicemail
Call
Monthly & Weekly usage Germany
More than once a week
Comments:
• Calling and SMS are the most popular functions of the mobile phone in both countries
• UK usage is more intensive (91% calls and 90% texts more than once a week versus respectively
80% and 67% for Germany)
• Mobile internet usage in UK has reached the critical mass (62% once a month or more), whereas
usage in Germany is still in early adopter phase (19%)
• UK usage is also much more extensive and diverse when it comes to other services, with the
exception of games (Germany 41% more than once a month; UK 49%) and taking pictures
(Germany 71% more than once a month; UK 88%)
50% 54%
UK Germany
Advertising helps me choose what to buy
Agree
43% 45%
UK Germany
Advertising on my phone is trustworthy
Disagree
UK Germany
Comments:
• Attitudes towards
advertising are
similar for both
countries; but
foremost positive
• The majority in both
UK (57%) and
Germany (55%) do
not find advertising
trustworthy
Mobile usage
© ÆNEAS STRATEGY CONSULTING & MANAGEMENT B.V.
FACTSHEET UK VERSUS GERMANY
32%
55%61%
39%63% 61%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Initial Privacy Profile
information
Po
siti
ve
att
itu
de
Comments:
• Initially the attitude towards mobile advertising
other media; TV UK: 70%, GER
• Germans (39%) are more positive to
UK (32%)
• Initial attitudes change most if users are placed in control
(UK: 74%, GER: 73%); control is more
• In both countries men (UK: 30%
also less influenced by the different attitude driv
• Youngsters (16-24) have the most positive attitude
92%)
Q: What is your attitude towards receiving brand messages on your mobile phone, if
UK Germany
Incentives 64%
+ Control 70%
+ Relevance 64%
Permission
Q: If a company would ask you to receive brand messages on your mobil
(and …..), would you grant them permission?
0%
10%
20%
30%
40%
50%
SMS
37%
Q: Have you
© ÆNEAS STRATEGY CONSULTING & MANAGEMENT B.V.
Comment:
• UK market is much
more focused on
new mobile
advertising
channels such as
display and MMS,
whereas Germany
concentrates on
traditional
channels as SMS
and voice
UK VERSUS GERMANY
60% 65% 67% 69% 74%
61% 61% 69% 71% 72%
Profile
information
Preferences Relevance Permission Control Incentive
Drivers
Attitude drivers
ude towards mobile advertising for both countries is low (especially compared to
70%, GER: 79%; Internet UK: 59%, GER: 73%, Newspapers UK:
are more positive towards brand messages on their mobile than
Initial attitudes change most if users are placed in control (UK: 69%, GER:72%)
(UK: 74%, GER: 73%); control is more important for Germans
30%, GER: 34%) are less positive than women (UK: 34%, GER: 42%)
d by the different attitude drivers
24) have the most positive attitude; especially when incentivized (UK:
ing brand messages on your mobile phone, if …?
Germany
71%
70%
63%
o receive brand messages on your mobile phone and you are incentivized with the incentive of your cho
Comment:
• The majority of UK and German users would grant
permission to receive advertising if offered something in
return
MMSVoice
P2P SMSIdle screen
Display
37%
16%16%
6%6% 11%
42%
19%
10%
5% 7%
25%
Awareness mobile advertising channels
Germany UK
Have you ever been confronted with the following offers on your mobile phone?
© ÆNEAS STRATEGY CONSULTING & MANAGEMENT B.V.
74%
73%
Incentive
Drivers
UK
GERMANY
U men
G men
U women
G women
U 16-24
G 16-24
for both countries is low (especially compared to
73%, Newspapers UK: 77% GER: 82%)
brand messages on their mobile than inhabitants of the
and are incentivized
(UK: 34%, GER: 42%) and
; especially when incentivized (UK: 84%, GER:
th the incentive of your choice
The majority of UK and German users would grant
permission to receive advertising if offered something in
Games
Applications
5%
4%
8%
5%
Awareness mobile advertising channels
ever been confronted with the following offers on your mobile phone?
FACTSHEET UK VERSUS GERMANY
Mobile Advertising Research This factsheet is a brief summary of the primary research that
has been conducted in 2009 amongst 1000 end users in both the UK and Germany. They are part of
MobADUK (which was concluded with an event in Londen, June 2009) and MobAdGermany a global
research project that has also taken place in the Netherlands in 2008. The objective of this project is
to expertly document the state of the mobile advertising industry in individual countries, provide
insights on different perspectives throughout the entire mobile ecosystem and identify growth
opportunities in the emerging mobile advertising marketplace. The aim of the research is to inspire
stakeholders, shareholders and users worldwide about the added value of mobile in the media mix
and to provide a clear road-map for growth.
The primary research results of MobAdGermany will be complemented with in-depth interviews
with executives at brands, agencies, mobile networks and enablers, executed by our local partner
Mobile Zeitgeist as well as desk research. Research will be coordinated and conducted by Aeneas
Strategy Consulting and Management, an international consultancy firm focused on strategy &
business development for the telecommunications market and global mobile industry.
Düsseldorf - January 14 - 2010 MobAdGermany is a one-day event designed to bring mobile
advertising executives in the German market together to inspire the development of the local
mobile advertising market. Operators, creatives, media agencies, brands, enablers, publishers and
infrastructure suppliers will share insights and discuss opportunities and hurdles.
Making advertising mobile The event and research will cut through the hype surrounding the
mobile advertising industry, giving a clear and true representation of the state of the current market
as well as highlighting key industry strategies to stimulate mobile advertising revenue growth.
For more information please contact:
Atva van Zanten
+31 6 41439757
atva@aeneasstrategy.nl
www.aeneasstrategy.nl
www.mobileadvertisingresearch.com - www.mobile-zeitgeist.com - www.camerjam.com
© ÆNEAS STRATEGY CONSULTING & MANAGEMENT B.V.
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