decision making in the mobile ecosystem
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Decision Making in the Mobile EcosystemTRANSCRIPT
The Holistic Portfolio:Decision Making in the Mobile Ecosystem
Mobile Phone Purchase
If you purchase a mobile on a 24 month contract in a developed market, 2 years later up to 80% of the products you come to view may be different. The pace of change will refresh manufacturers’ portfolios of devices, whilst digital media fragments the number of information sources you can use to research your purchase.
Consumers in the developed world are used to this; they’re choosy, consulting the wide variety of sources they have at hand. Brand plays a more prominent role in the emerging world, where aspirations can be played to successfully. Social networking, mobile banking and navigation grew globally during 2010. Partnering with content brands and offering access to these new services will be key in 2011.
Web About 110,000,000 results (0.21 seconds)Shopping About 3,130,000 results (0.53 seconds)Maps 36 suggested stores (within 1 mile radius)
If you purchase a mobile on a 24 month contract in a developed market, 2 years later up to 80% of the products you come to view may be different. The pace of change will refresh manufacturers’ portfolios of devices, whilst digital media fragments the number of information sources you can use to research your purchase.
Consumers in the developed world are used to this; they’re choosy, consulting the wide variety of sources they have at hand. Brand plays a more prominent role in the emerging world, where aspirations can be played to successfully.
Social networking, mobile banking and navigation grew globally during 2010. Partnering with content brands and offering access to these new services will be key in 2011.
Web About 110,000,000 results (0.21 seconds)
Shopping About 3,130,000 results (0.53 seconds)
Maps 36 suggested stores (within 1 mile radius)
As markets mature, consumers tend to consult a wider number of sources – a result of higher reliance on digital touchpoints and previous experience
Source: Mobile Life: GTI 2011
SOURCES OF INFORMATION CONSULTED WHEN LOOKING TO BUY A MOBILE PHONE
7651
9
13
2
5142
39
13
13
7
17
14
15
7
1834
3
7
11
21
17
25
27
34
37
31
15
38
50
8
5
4
11
23
36
3
20
3
Speak with Friends / Colleagues
MATURE EMERGING TIER 1 EMERGING TIER 2
WORD OF MOUTH
POINT OF SALE
MARKETING / ADS
Store Displays
Online Blogs / Forums
Speak with Store Staff
Promotions
Network Provider Website
TV
Internet Consumer Review
Manufacturer Website
Newspapers
Telecoms Retailer Website
Contact Service Centre
Previous Experience
Handset and network brands hold strong equity in emerging markets, but as markets develop, content and apps along with OS gain momentum
Source: Mobile Life: GTI 2011
IMPORTANT FACTORS IN PRODUCT DECISION MAKING
Brand of Headset
MATURE EMERGING TIER 1 EMERGING TIER 2
Operating System
Model of Headset
Input Method
Content and Applications
Accessories Available
Look and Feel of Device
Access New Features / Services
Brand of Network Provider
44 70 86
38 44 78
53 41 29
32 32 19
41 22 10
31 18 28
19 15 25
27 26 53
32 34 16
Social networking, mobile banking and navigation services are seeing strong growth in 2011
Source: Mobile Life: GTI 2011
20112010
USAGE OF SERVICES
Download Ringtones
Social Networking
Download Caller Tunes
Stream Music
Download Graphics
Watching Social Video
Blogging
Download Music
Mobile Banking
Download TV / Video
Stream TV / Video
Download Apps
Navigation
Watch Live TV
Mobile Wallet
Download Games
Location Services
Subscriptions
Speech to Text
29
24
26
21 22
12 19
9 14
8 12
9 12
23
16 20
0 17
8 13
11 12
0 11
23 22
17 19
10 15
9 12
9 12
6 10
0 9
Content brands that offer multiple services through a single portal hold potential to gain equity by piggybacking consumer behaviours
Source: Mobile Life: GTI 2011
Currently doing Would like to do
USAGE AND DEMAND FOR SOCIAL NETWORKING SERVICES - %
Send Messages to Friends
Play Games
Check Status of Friends
Stream Content (Music, Videos, Games)
Receive Messages From Friends
Check in Your Location
Look at Other People’s Photos or Videos
Update Status
Upload Photos or Vidoes
63 12
11
12
11
17
21
18
20
17
57
26
9
62
40
60
38
17
To find out more, please contact
Fiona Buchanan Sector Development Manager TNS Global Technology t: +61 3 8862 5975m: +61 40 476 4896e: [email protected]
Joe Webb Development Planner TNS Global Technology t: +44 (0)20 7160 5942m: +44 (0)7764 272315e: [email protected]
Ryan Versfeld Research Executive TNS Global Brand Equity Centre t: +27 21 657 9696e: [email protected]