febelmar mobile gf k - understanding multi-device usage - external

1 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

UNDERSTANDING

MULTI-DEVICE USAGE GfK Belgium | Bert Hendrickx

Febelmar Mobile Research Event | 26 May 2015

2 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

Famous examples to show the evolution of mobile

3 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

Famous examples to show the impact of mobile

4 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

Famous examples to show the challenges of mobile

5 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

Mobile changed the way we communicate and disrupted

the landscape of information gatekeepers

6 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

Market research used to be an information gatekeeper

7 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

Then Today

The voice of the consumer is everywhere, the new challenge is to

separate the relevant data from the irrelevant

8 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

Mobile in research is a two way street

9 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

Mobile is part of the (media) mix

Source: Media Efficiency Panel, Germany 2013

120

109

106

104

33

43

50

81

57

57

152

213

114

162

120

total (minutes per day)

10 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

GfK and Facebook: multi device study

11 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

It’s not about mobile only

12 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

It’s not one-device-fits-all

13 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

It’s not about separate use

Switching between devices comes naturally

14 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

Multi device access depends on location

At home, switching devices comes at low effort

15 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

Multi screen access is the trend

Mobile app driven companies are building complimentary web apps

Source: https://blog.intercom.io/why-mobile-first-may-already-be-outdated/

16 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

Multi device access depends on the moment

The smartphone dominates, tablet entertains in the evening

17 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

Moving to a larger screen for convenience and comfort

i

18 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

Mobile is part of the consumer mix

Add mobile to the research mix

19 © GfK 2015 | Febelmar Mobile Research Event | 26 May 2015

UNDERSTANDING

MULTI-DEVICE USAGE GfK Belgium | Bert Hendrickx

Bert.hendrickx@gfk.com | @bhendrickx88

Febelmar Mobile Research Event | 26 May 2015