MOBILE INSIGHTS• The Age of multiscreens• The Mobile Numbers• The role of Mobile in everyday life

1

Mobile Copenhagen 2012

Martin Lund, Regional Insight Manager EMEA

MediaCom’s intelligence and insight specialists

Works closely with local

Insight teams

Specialists in both

qualitative and quantitative

research methods

Social Media Insights

Digital and Mobile Insight

Insight support on new

business

Assist Global Accounts

General insight intelligence

and resources allocation

Carsten LindHead of Insight,

EMEA

Martin LundRegional Manager

Insight, EMEA

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@martinlundp

What I am going to talk about today?

The Age of Multi screens

The Mobile Numbers(Quantitative Mobile Insights)

The role of Mobile in everyday life(Qualitative Mobile Insights)

123

Media consumption will become even more fragmented and personalised. Increasingly, consumers using multiple screens to engage with media. Rapid adoption of digital devices is driving convergence as consumers use several screens to enhance and customize their user experience and make their life easier and more entertaining.

1 The age of Multiscreens1

Basically media fragmentation isn’t new, but the future is going to be more fragmented and personalised

Internet

Telco

TV

Radio

1700 1750 1800 1850 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010 20200

5

10

15

20

25

30

35

40

45

50

Nu

mb

er

of

Ch

an

ne

ls u

sed

PRRetailCinema

Outdoor

Print

1704 First Newspaper Ad

1924 First Commercial Radio Broadcast

1890s Rise of Department Stores

1941 First TV Advert Broadcast

1990 Creation of the World Wide Web

2010The iPad was announced

2007iPhone entered the market

Source: Millward Brown

Adoption speed and therefore change is accelerating

Number of days to reach 1MM units sold

360+ 74 28

2001 2007 2010 2010

Source: Mashable, Apple, Google

3 0,25

2012

Sou

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: G

lob

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of

inte

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t u

sers

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loba

lly, W

ave

5, J

un

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011

, W

hich

of

the

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ing

is

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rite

de

vice

to a

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s th

e In

tern

et?

Now

/

One

ye

ar

fro

m n

ow

?

3%

18%

42%

19%

7%

11%

Today1%

7%

79%

2%

1%12%

1 year ago

E-reader

Mobile

Personnal laptop

Tablet device

Throught my TV

Work laptop

AND AGAIN : THE WEB IS LESS AND LESS A DESTINATION

Meaning that content are consumed and created via varieties of platforms…

No matter where we are..

We can always continue on a new screen with the same task

Which put search under pressure as consumers are expecting consistency

That’s why we say that multi screen has become mainstream

2 The Mobile Numbers(Where are we now)

The best way to kill a fantastic and engaging discussion in the bar is to pull out your smartphone and google the facts..

SMARTPHONEPENETRATION

Huge increases in Smartphone penetration across markets!

Germany

France

Spain

USA

Denmark

UK

0 10 20 30 40 50 60

18

27

33

31

30

30

29

38

44

44

45

51

2012

2011

70%

50%

33%

42%

41%

61%

Base: Total PopulationSource: OurMobilePlanet, Think With Google, Ipsos

And most smartphone owners are still newbies

Germany

France

Spain

USA

Denmark

UK

0 10 20 30 40 50 60 70 80 90 100

76

73

74

70

68

75

72

62

68

62

64

69

2012

2011

Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos

First smartphone: Yes

¾ of all Danes between 18-29 own a smartphone

Germany

France

Spain

USA

Denmark

UK

0 10 20 30 40 50 60 70 80

59

70

63

58

71

75

31

44

55

55

60

69

16

19

24

25

22

23

50+ 30-49 18-29

Base: Total PopulationSource: OurMobilePlanet, Think With Google, Ipsos

In Denmark we are relatively more differentiated by gender than US & UK

Germany

France

Spain

USA

Denmark

UK

0 10 20 30 40 50 60

33

42

51

43

51

54

25

34

38

44

39

48

Female Male

Base: Total PopulationSource: OurMobilePlanet, Think With Google, Ipsos

Denmark is iOS and Android land!

Germany

France

Spain

Spain

Denmark

UK

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

29

25

34

34

38

29

3

12

12

12

1

23

35

43

14

14

46

30

22

14

29

29

5

10

12

7

11

11

10

8

Android Blackberry OS iOS Other Don't Know

Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos

30% 46%

2011

SMARTPHONEUSAGE

Germany

France

Spain

USA

Denmark

UK

0 5 10 15 20 25 30 35

22

23

25

33

18

21

Column2 Rather give up TV

Germany

France

Spain

USA

Denmark

UK

0 5 10 15 20 25 30 35

22

23

25

33

18

21

16

21

27

27

12

15

More entertaining than TV Rather give up TV

But when it comes to our beloved TV here in Denmark...

Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos

But we’re still more online via our mobile than others..

Germany

France

Spain

USA

Denmark

UK

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

44

48

50

58

60

52

41

39

34

30

29

34

16

14

18

12

11

14

Multiple times At least one None / dont know Other

Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos

Number of daily online sessions on smartphone

And extremely good at multitasking! (especially when we’re watching TV..)

UK Denmark USA Spain France Germany0

50

100

150

200

250

55 59 5237

53 43

4353

51

46

4749

27

4043

3629

25

27

3634

2128

24

15

13 28

1813

9

14

21 16

2116

13

10

10 17

11 7

8

5

34

4 4

5

Other

Read a book

Read newspaper or magazine

Play games

Watch movies

Use Internet on another device

Listen to music

Watch television programs

Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos

Parallel media/device usage while on smartphone

And maybe it’s good with our TV obsession ‘cause TV is a major Catalyst for Search on smartphones

Germany

France

Spain

USA

Denmark

UK

0 5 10 15 20 25 30 35

26

27

17

32

33

29

Purchased

And 1/3 of all Danes have purchased a product/service on their mobile..

Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos

General Smartphone Activities

Germany

France

Spain

USA

Denmark

UK

0 10 20 30 40 50 60 70

45

43

58

60

54

57

Daily use

We connect on social networks on the mobile every day

Base: Smartphone ownersSource: OurMobilePlanet, Think With Google, Ipsos

Frequency of social network visits on smartphone

The role of Mobile in everyday life3

MOBILE COMMERCE HAS MORE THAN DOUBLED IN THE LAST 2 ½ YEARS

We have a team of 36 non professional video bloggers who allow us into their everyday lives through video diaries that they record on their smartphones or handheld cameras

‘REAL WORLD BRITAIN’ IS OUR NEWLY LAUNCHED INSIGHT TOOL.

Carefully selected to match MediaCom’s key target audiences, our bloggers include people fromall corners of Britain

This creates a constant stream of ‘new’ news will helps us to spot emerging trends and provide insight for real time planning.

5 key Insights

01: MCOMMERCEIS BECOMING MAINSTREAM

project title

“I CAN’T REMEMBER, ACTUALLY, A TIME WHEN I WENT INTO SHOPS FOR THINGS…

SHOPPING WITH A MOBILE PHONE OR SHOPPING ONLINE IN GENERAL HAS BECOME COMPLETELY THE NORM AND TENDS TO BE WHAT I DO DAY TO DAY”

Alison, 33, Shropshire

02: MOBILE IS USED ALL THROUGHOUT THE PURCHASE JOURNEYSO IT’S IMPORTANT THAT ALL YOUR DIGITAL TOUCHPOINTS FACILITATE PEOPLE TO MOVE FURTHER ALONG THEIR JOURNEY

AT EACH ‘STOP’ OR TOUCHPOINT ON HER MOBILE PURCHASE JOURNEY, JAYNE WAS OFFERED INFORMATION OR INTERESTING CONTENT THAT POINTED HER TOWARDS A NEXT STOP

03: IMPULSE SHOPPING IS VERY TEMPTING ON MOBILESMOBILE HAS THE POTENTIAL TO FACILITATE THOSE ‘HOT’ MOMENTS WHEN PEOPLE ARE IN THE MOOD TO MAKE A PURCHASE

04: ‘SCAN AND SCRAM’ –FIGHT OR EMBRACE IT?PEOPLE ARE USING THEIR SMARTPHONES IN STORE FOR PRICE CHECKING AND REVIEWS– SOMETIMES ONLINE COMPETITORS ARE WINNING OUT. TAKE THE OPPORTUNITY TO ENHANCE THE IN-STORE EXPERIENCE THROUGH SMARTPHONES RATHER THAN FIGHTING THE BEHAVIOUR

38% OF SMART PHONE OWNERS HAVE USED THEIR PHONE IN STORE

05: MOBILE IS MAKING TV SOCIAL AT A DIGITAL LEVELTWEETING, FACEBOOK STATUSES AND NOW ZEEBOX ARE ADDING LAYERS OF CONVERSATION ONTO LIVE TV VIEWING

43% of UK adults have commented on or discussed a TV show with friends or other fans on social networks such as Facebook and Twitter

“I FREQUENTLY TWEET WHILE I’M WATCHING TV…...IT’S FASCINATING TO ME TO SEE AN APP LIKE ZEEBOX THAT ACTUALLY TAKES IN TO ACCOUNT THE WAY THAT PEOPLE WATCH TV AND THE WAY THEY TWEET AND THE WAY THEY INTERACT WITH EACHOTHER.

Ali, 33, Shropshire

A fool with a great tool is still a fool

http://www.migcan.com/

http://www.informatandm.com/handset-device-manufacturers/

http://www.monitisegroup.com/

http://discovermobilelife.com/

http://www.thinkwithgoogle.com/http://www.consumerbarometer.com/

http://www.tealeaf.com/

http://www.millennialmedia.com/mobile-intelligence/

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…..… http://www.unanimis.co.uk/orange-exposure-2011

THANKS