mobile media and tv
TRANSCRIPT
Mobile Media and TV
Q2 2011
Mobile and Media
Mobile Media and TV
The explosion of mobile internet usage has enabled the mobile
advertising opportunity, but as most advertising planners know, truly
engaging advertising doesn’t work in silos, it works together.
The aim of this report is to show how mobile media usage works in
conjunction with other media (in particular TV), and how this creates
new opportunities for advertisers to influence consumers at the point of
purchase (m-commerce).
To provide a global perspective the initial section of this report looks
into data across: UK, US, Brazil, Indonesia, Egypt, Singapore, India,
South Africa and Qatar. The second section takes a more qualitative
look into the day in the life of a mobile consumer in the UK, using
mobile diaries to track behaviour.
On Device Services
On Device Answers
In The Moment Research
On Device Panels
Device agnostic survey product. Works on
web-enabled feature phones, smartphones,
PC, iPad, etc.
Understand behaviour and attitudes, in the moment using GPS
enabled mobile surveys and diaries
Mobile consumer research panels in any country (with a focus
on emerging markets).
1. Mobile In Context – Mobile and Other Media
2. Day in the Life of Mobile
Agenda
On Device Methodology
• Online interface allows clients to create and edit surveys.
• 5 question types available. • Automatic identification of
device, carrier and GPS location (where possible).
• Consumers fulfil survey on the mobile internet.
• The sample is representative of mobile internet browsers and weighted by OEM share and demographics.
• Survey results are processed and analysed.
• Analysts deliver insight on consumer behaviour and attitudes.
59%
41%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
% M
ob
ile In
tern
et U
sers
Do you have a bank account?
Mobile Internet survey created through On
Device Answers
Respondents recruited through On Device
Panels
Data analysed to retrieve insights
36% 34%
27% 26%
19%
0%
10%
20%
30%
40%
50%
TV PC/Computer Radio Newspaper Magazines
% R
esp
on
de
nts
% Other Media Used While Accessing Mobile Internet
A third of mobile internet users browse in conjunction
with TV.
• TV advertising has utilised many calls to action over the years, the mobile
internet provides a new option.
• The growing trend for mobile commerce, combined with the ability of TV to
influence consumers has created new opportunity to influence consumers at
the point of transaction.
Countries: UK/US/Brazil/Indonesia/Egypt/Singapore/India/South Africa/Qatar Date: June 2011 N= 8530
32% 32% 28%
22%
16%
43% 46%
35%
29% 26%
38% 40%
42%
26% 22%
0%
10%
20%
30%
40%
50%
TV PC/Computer Radio Newspaper Magazines
% R
esp
on
den
ts
% Other Media Used While Accessing Mobile Web
US UK Brazil
Whilst TV is the key media used with mobile, there are
cultural differences across markets
• In the UK, 46% of mobile internet browsers use their mobile phone whilst
also using their desktop computer.
• In emerging markets different trends are seen, in Brazil many people listen
to radio whilst browsing the mobile web.
Countries: UK/US/Brazil/Indonesia/Egypt/Singapore/India/South Africa/Qatar Date: June 2011 N= 8530
Those who watch TV whilst browsing the mobile
internet skew male and under 35.
• For brands interested in young consumers, TV adverts combined with
mobile calls to action offer the perfect opportunity to transact.
Countries: UK/US/Brazil/Indonesia/Egypt/Singapore/India/South Africa/Qatar Date: June 2011 N= 8530/456/555
77% 65% 68%
23% 35% 32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total (all markets) UK US
% G
rou
p
Watch TV Whilst Using the Mobile Internet - Gender
Male Female
56%
31% 46%
26%
34%
25%
12%
26% 14%
6% 9% 15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total (all markets) UK US
% G
rou
p
Watch TV Whilst Using the Mobile Internet - Age
Under 25 25 to 34 35 to 44 Over 45
82% 91%
0%
20%
40%
60%
80%
100%
Mobile Internet Users Those who use TV while mobile browsing
% R
esp
on
den
ts
% Use Mobile Commerce *
91% of those who watch TV whilst browsing the
mobile web use mobile commerce*
* Mobile commerce defined at researching or purchasing products and services via the mobile internet.
• TV advertisings ability to build brands is well known. The trend defined in this report gives new potential for direct response advertising and influencing consumers to purchase there and then via their mobile phone.
• Those who browse the mobile internet whilst watching TV are 12% more likely to use mobile commerce than the average mobile internet user.
Countries: UK/US/Brazil/Indonesia/Egypt/Singapore/India/South Africa/Qatar Date: June 2011 N= 8530
59% of TV watching mobile browsers have
purchased a digital product on their mobile
• Other popular products are clothes, books, DVD’s and tickets, providing
new opportunities for large advertisers to influences and generate revenues
with TV ads.
59%
14% 14% 14% 12% 11% 11% 11%
19%
0%
20%
40%
60%
80%
100%
Digitalproduct eg
ringtone/App
Clothes /shoes
Books DVD Tickets:events orcinema
Tickets:Transport
CD Food / drink None ofthese
% R
esp
on
den
ts
% TV Watching Mobile Browsers - Item/s Purchased Via Mobile Phone
Countries: UK/US/Brazil/Indonesia/Egypt/Singapore/India/South Africa/Qatar Date: June 2011 N= 8530
1. Mobile In Context – Mobile and Other Media
2. Day in the Life of Mobile
Agenda
On Device Methodology: In the Moment Research
• 201 respondents used their smartphone to ‘Check In’ each time the used
mobile media throughout the day.
• Each time a respondent checked in their GPS location was taken and they
were asked:
Mobile Usage Which other media? Where?
Mobile media interactions peak in the morning and
evening.
0%
5%
10%
15%
20%
25%
30%
Early Morning Morning Midday Afternoon Evening Late Evening
% o
f In
tera
ctio
ns
Time of Day Mobile Media Interactions - Weekday
Mobile Media Usage MM In Conjunction with TV
• Interaction peaks are clearly related to consumers ‘downtime’
• Do you and your brand have permission to enter this space?
Countries: UK Date: June 2011 N= 201
71% Mobile Media usage happening in the home
Home, 71%
Out and About, 14%
Work, 11%
Other, 4%
% Location of Mobile Media Interactions
• Contrary to popular belief, the primary location for mobile media usage is in
the home.
Countries: UK Date: June 2011 N= 201
63% of mobile media interactions in the evening are in
conjunction with TV
0%
5%
10%
15%
20%
25%
30%
Early Morning Morning Midday Afternoon Evening Late Evening
% o
f In
tera
ctio
ns
Time of Day Mobile Media Interactions - Weekday
Mobile Media Usage MM In Conjunction with TV
• Mobile usage peaks in the evening when people have more ‘downtime’.
• The convenience of mobile browsing provides a ideal accompaniment to TV
watching.
63%
29%
Countries: UK Date: June 2011 N= 201
Mobile used to fill time between ad breaks
65%
56% 53%
43% 39%
0%
10%
20%
30%
40%
50%
60%
70%
Fills time in the advertsbreak
Look up somethingmentioned on TV
I'm addicted to myphone
Its fun Look up somethingafter seeing an advert
on TV
% R
esp
on
den
ts
Why do you use your mobile when you are watching TV?
• Space filling is the primary usage of mobile (between ad breaks)
• This reinforces the need to generate engaging TV campaigns if a mobile
transaction is desired.
Countries: UK Date: June 2011 N= 201
Mobile social networking and commerce used
whilst watching TV
85% 84%
75%
56% 52%
38% 38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
SocialNetworking
Email Games Search News Weather Shopping
% R
esp
on
den
ts
What Do You Use Your Mobile For Whilst Watching TV?
• Mobile social networking the key activity performed while watching TV, the
opportunity to generation word of mouth and buzz from successful
campaigns is huge.
Countries: UK Date: June 2011 N= 201
Case Study: Male 18-24
• Understanding consumers media usage journey throughout the day can aid
the development and design of 360 campaigns.
1) 8am: Where: At Home
Mobile: Social Networking Used with: Newspaper
2) 8.30am: Where: Public Transport
Mobile: Weather Used with: No other media
3) 11.30am: Where: Work
Mobile: Email + Weather Used with: Poster Adverts
4) 21.15pm: Where: Home
Mobile: Social Networking + Email
Used With: TV
Countries: UK Date: June 2011 N= 201
Presentation by:
Jamie Warren
Project Manager
For further information:
James van den Hout
Sales Director
+44 (0) 7966 025 125
Thank You