keydev nick lane

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 analystmobileSQUAREDnick@mobilesquared.co.uk+44 118 979 5339

Source: Mobile Consumer Trends, in association with