mobile technology adoption in europe : is it the end of mobile

7/28/2019 Mobile Technology Adoption in Europe : is it the end of Mobile

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2012 . EMEAMobile Re

The MobileLandscape.Western Europe

An Overview of Local Trends & Global Strategies.

App


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Mobile is Huge in EMEA.Over the last 12 months we have moved to a state where alladvertisers understand they need to build and integrate theirmobile strategy. There is still a long way to go, many businessesstill need to build mobile friendly sites, they need to test engagingmobile formats, they need fullyunderstand the impact of mobile in driving users to retail sites and

whether they buy a product whilst there after comparing it on theirphone.The days of people debating the value of mobile are over. Advertisersnow know without a doubt that the mobile web is the next generationof the web.

Director Of Mobile, Google EMEA, Ian Carrington

2012 . EMEA Mobile Research Paper. iProspectForeward

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Introduction04


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Global will more thandoubleby

2015

internet usage

& users will be mobilemost of these 1

2012 . EMEA Mobile Research Paper. iProspectIntroduction Section 01

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Once referred to as the thirdscreen (behind television anddesktop computers), mobiledevices are fast becoming the firstscreen for many users.

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Connect: 127.6 million mobile users in the U.S. and 108 million users in Europe consumed mobile mediathrough their mobile browser or application in 2011, about a 30 percent increase over 2010. 5

Are you connectingwith and servingyour consumers in the

mobile marketplace?

Bot tom l ine:Businesses with a strong mobile presence have a cr i t ica l edge

over their non-mobile competition.

Serve: Sixty-one percent of customers who visit a mobile unfriendlysite are likely to go to a competitors site. 6


As the mobile landscape has matured, consumer expectations have risen. High-quality, fully functional mobile access tobrands is no longer a nice-to-have. Its a required element for brands that want to compete. Fortunately, the breadth anddepth of mobile marketing opportunities is expanding to meet the growing need for creative and relevant executions.

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Seventy-one percent of

smartphone users that see a

TV, press or online ad do a

mobile search for more

information. 7

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About this eBook

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The burgeoning needs of iProspects clients were thegenesis for this eBook and the market-specific researchbehind it. Though the growth of the mobile market is avast and global reality, there are important, country-specific nuances in usage patterns, searchbehaviours, and activity preferences. As iProspectworked with European clients to build and executeeffective mobile campaigns, it was discovered there wasa lack of relevant data to inform country-specificstrategies.

To better serve iProspects existing clients and bringstate of the art data to bear on some key markets,iProspect partnered with TNS NIPO, one of the worldslargest insight, information, and consultancy groups.

Netherlands

2012 . EMEA Mobile Research Paper. iProspectAbout this eBook Section 02

Spain

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SwedenUnited

Kingdom

Germany


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Data18


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Use by Location:the iProspect survey looked at location b

IndoorOutdoor

Smartphone

2012 . EMEA Mobile Research Paper. iProspectData 03

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Smartphone

Key Findings:While recent U.S. data shows that the desktop PC is theprimary device used to access the Internet during whatmost people consider working hours, the five Europeanmarkets we surveyed all showed a sustained pattern ofsmartphone usage throughout the day. Most countriesdemonstrated

a preference for smartphones over the runner-up desktopPC during working hours, with Germany showing thehighest difference (51% vs. 38%). In Sweden, however,users marginally preferred desktops over smartphones at

work (50% vs. 49%). All countries surveyed showed thateven tablet owners are at least twice as likely to use theirsmartphone than their tablet for personal tasks at workindoors. In the Netherlands, respondents were nearlyfive times as likely to use their smartphone over theirtablet in

a work environment (56% vs. 12%).

Takeaway

Smartphones are the device of choice for users who are

running errand s. A strong mobi le presence helps local

businesses maximize foot t raf f ic and gain a co mpet i t ive

edge over less mobi le-access ible brands. I t also gives

brands the opportuni ty to remain conn ected to

consumers, right up to the point of convers ion .


Takeaway

Foroutdoorlocations (e.g., travel via public transport orcar, walking), there was a clear preference for thesmartphone from survey respondents in all countries.

Consumers are using their smartphones as a primary

device for personal tasks during work ho urs meaningbrands have more mobi leairtimethan they may haveprev ious ly assumed.

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timeof day

When commuting by

public transportthe UK prefers accessing

the Internet on their

smartphone at

68% vs 19%on their tablet

64%accessed the Internet

during commuting hours

via smartphones

Use by2012 . EMEA Mobile Research Paper. iProspectData 03

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2012 EMEA M bil R hP iPD t 03


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26Integrated campaignsthat incorporate both offline and online

Eighty-nine percent of respondents clicked on aregular or natural link at least once for every tensessions they were browsing and shopping online viatheir smartphones.

Approximately four out of 10 consumers whoclicked on a regular link bought at least oneproduct or service on their smartphone as a resultof that click in the past 12 months.

49%

Integration is KeyBetween Online & Offline

Advertising

36%

Mobilesearchestriggered by

OFFLINE

Mobilesearches

triggered by

ONLINE


Advertising Preferences

Takeaway

elements make mobi le campaigns more ef fect ive

and drive incremental engagement .

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2012 EMEA M bil R hP iP tD t 03


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Takeaway 2

Take advantage of analy t ics plat forms to evaluate

consumer cl ick paths and o pt imise the experiences they

are f inding to be most relevant .

At least half of mobile shoppers

make purchases monthly on their

smartphones. 11

Advertising Preferences,Cont.

Overwhelmingly, respondents from all countries indicatedthat the most common action that follows clicking on anykind of mobile ad (paid, organic or banner) on theirsmartphone was searching for more details, followed bypurchasing the product in either online or offline.

Takeaway 1

Mobi le of fershigher engagement rates than PC foral l ad types, and they areconvert ing into sales.

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2012 EMEA M bil R hP iP tData 03


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Mobile Search Behaviour

Non-brand search queries are the most common type of query across all countries and all verticalcategories except one online gambling.

Non-brand search performance is especially important for retail, food-related, and finance verticals.The automotive vertical sees a more balanced split between branded and non-branded search behaviours.

An average of 70 percent visit fewer search results pages on their smartphone than they would on their PC.

A strong majority report always selecting one of the first three results displayed on their smartphone searchresults page (36%+).

20%

51%

19%

55%

U

K

Sweden

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2012 EMEA Mobile ResearchPaper iProspectData 03


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Tablet Usage

Up to 43 percent of respondents anticipatespending more time on their smartphones

Up to 56 percent of respondents anticipate spendingLESS time on their PCs

Up to 52 percent of respondents anticipate spendingmore time on their tablets

Up to 21 percent of respondents who do not yet owna tablet anticipate spending time on one in the comingyear, indicating an intention to purchase a tablet device.

When asked to anticipate how much time they will spendon each device one year from the time of the survey, thevast majority of respondents from all countries indicatedthat they plan on spending the same or more time on

their mobile devices. The gain in time spent with mobileappears to be at the expense of time spent on PCs.

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ShapingYour Approach

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2012 . EMEA Mobile Research Paper. iProspectShaping Your Approach Section 04


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Solid strategy and flawless execution are importantelements for success, but starting with a mobile mindsetwill help you get the most out of your mobile campaigns.

p pp g pp

Mobile Mindset.Before you get started withmobile, you need to know the

lay of the land

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There are fourBIG ideas that will help you think mobile...

Mobile works best when it is integrated. One of the biggest mistakes brands make withmobile is handling it as an afterthought or a stand-alone channel. Look at ways to blendtraditional, online, and mobile tactics to create a 360-degree immersion campaign.

More than other channels, you need to relate to your consumer. People use mobiledifferently than they use other online devices and that usage changes based on a number ofvariables including demographics, location, and cultural behaviour patterns.

Mobile Mindset

1

2

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Mobile Mindset,Cont.

The importance of mobile-specific metrics & measurement

Applying traditional, one-to-one measurement to a mobile campaign can lead to incomplete, inaccurate, or misleadingdata. Your campaign goals and metrics need to be defined within the context of the mobile channel, consideringdevice and consumer preferences and behaviours. In addition to sales conversion, evaluate the relevance of non-traditional responses such as app downloads, calls, store locator actions, etc. While these responses may not directlyproduce revenue, they have a very real relevance to the consumers ultimate purchase decision.

p pp g pp

App+

40

=


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Tactics

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2012 . EMEA Mobile Research Paper. iProspectTactics05


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The mobile landscape is rich with a wide variety oftactics that help deliver against many different brandgoals. In this section, were going to look at some ofthe most widely used and effective mobile campaigntactics in the context of three stages of mobileengagement.

Mobile TacticsOverview

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Be There:SEO

A place on consumers radar. To consumers, mobile is just another point of access, not a channel for brandengagement. A strong mobile presence puts you in front of more consumers in a variety of situations and generallyimproves the perception of your brand.

A competitive edge. More and more, consumers are using mobile for pre-purchase research and browsing. If

youre not showing up when your consumers are searching for you, you risk losing sales opportunities to yourcompetitors. Whether consumers are connecting in-store or from home, a well-designed mobile experience is thebest tool for making a good impression and encouraging additional engagement or even conversion.

A more strategic and controlled consumer experience. A well-optimised mobile experience all ows brands tofocus on the most effective elements of the brand experience landing pages, forms, etc. so that they can moveprospects through the decision process more smoothly and efficiently.

57%of users saythey wont recommend a business witha poorly designed mobile site 13

Benefit

Discoverability Be consistently visible to both

loyal customers and new prospects.

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Be There:PPC

A low-friction entry into the mobile landscape.Although there are mobile-specific considerations, mobile search isvery similar to desktop search in terms of both execution and evaluated metrics, making it a familiar space. Whengetting started, consider a mobile search strategy that focuses on driving performance and will validate the value ofthe channel for the brand.

A strong foundation for future mobile efforts. PPC campaigns deliver critical insights into consumer affinities in this

channel. These learnings help you build better-targeted campaigns based on the preferences and behaviours of yourparticular audience.

Benefit

A good place to start. A good place to build.

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Be There:Landing Pages

Improved performance: Land mobile prospectsand consumers on highly-relevant, needs-focusedpages and you will:

-Reduce bounce rate-Increase conversion rate-Create opportunities for higher AOV (average

order value)

Stronger strategy: Use landing pages to determinewhich tasks consumers want to perform via mobiledevices. What you learn will help you make smarterdecisions about the type of mobile presence that will bemost effective for your brand unique landing pages, afull mobile site,

an app, etc.

Best Practices:

1. Test landing page destinations. Driving mobile trafficto an un-optimised, desktop site can create a frustratingconsumer experience. However, some desktop sitesperform admirably on mobile devices. Bottom line: dontassume anything. Test different destinations to seewhich yields the best engagement and conversionresults.

2. Consider task-specific landing pages. If a mobileoptimised destination proves to be your best option, butthe resources arent yet available to develop a fullmobile site, do some testing to determine exactly whichpages will be most useful to your mobile audience (e.g.,

store locator, contact form, sale information, etc.) andthen direct mobile traffic to those specific pages ratherthan a generic homepage.

3. Keep things clear and simple. Keep landing pageheadlines and content brief and straightforward. Include

a prominent CTA (call-to-action) so visitors are clear onnext steps.

Benefit

More focused experience and results.

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Be Smart:Understand Device Targeting

What is it?In addition to breaking mobile campaigns out from desktop campaigns, itsbeneficial to segment mobile campaigns by both device type (smartphone vs.tablet) and OS (iOS, Android, and Symbian). Running separate campaignsallows brandsto identify performance affinities trends by device and OS and allow forefficient scale. The variety of devices available make mobile a more complexchannel, but also provides opportunities for much more granular, and thereforeefficient optimisations.

When is it a good fit?As shown in the data from our research with TNS, there are nuances in device usage that brands can use to craft more effective, device-s

Applying device and OS preferences to your strategic approach ultimately improves engagement and conversion results.Local Insight: Eighteen percent of tablet owners in Germany and more than 27 percent in Spain and the UK reported shopping daily frto capitalize on trends like these.

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Be Smart:Click-to-Call

What is it?Click-to-call ad functionality allows consumers to click ona phone number within an advertisement and instantlyplace a call.

When is it a good fit?

When campaign goals are focused on driving calls Whenyou want to avoid driving consumers to

a less-than-optimal mobile experienceWhen consumers are close to a purchase decision anda person-to-person dialogue is the most cost-effective

way to influence the conversionWhen the target audience is unable to browse the mobileweb, but able to talk on the phoneWhen you want to offer multiple ways for consumers toengage with your brand.

How can it benefit an integrated campaign?When other campaign elements (e.g., billboards, printads, television, or radio) drive to mobile, the addition oftheclick-to-call extension makes contact by phone easier,faster, and more reliable.

Recommended especially for:Travel, B2B, weight loss/diet, restaurant andrecruitment brands

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What is it?Location-based tactics tailor ad content based on theusers proximity to a real world location.


When a brand wants to drive traffic to brick-and-mortarlocationsWhen the target audience may be more comfortablemaking an in-store vs. online purchaseWhen the consumer query shows an intent to buy in-store (typically by searching on location or store-related

terms)

How can it benefit an i ntegrated campaign?One effective way to tie location-based tactics into alarger campaign is to measure the intent behind theseinteractions. Understanding how location-based tacticsinfluence traffic to

brick-and-mortar locations provides critical insights thatwill help you make more strategic marketing decisions.To evaluate ROI, leverage brand data to identify offlineconversion modifiers and in-store AOV to moreaccurately attribute revenue.

How do you measure performance?Click share (user clicks on location info vs. the siteURL) Store locator searches & corresponding foottraffic Apply offline conversion multipliers to estimateROI

Recommended especially for:Retail and hotel brands

Be Smart:Location-Based Services

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What is it?Mobile app extensions serve a click-to-download ad thatallows the promotion of apps directly in Google searchresults by linking to a brands Android Marketplace orApple App Store page.


When app downloads are a campaign priorityWhen you want to facilitate easy and immediate appdownloads for no additional media costWhen the targeted audience may be more comfortable

interacting with the brand via an app

How do you measure performance?

App downloadsDuration of time spent in app Number andfrequency of app opens

Evaluate lifetime value of these consumers

Note: app extensions trump mobile site links, so if yourPPC campaign goals are based on conversions orrevenue (vs. downloads), the mobile app extension isnot the right choice.

Be Smart:Mobile App Extensions in Search

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Mobile site or a mobile app?

If most people are going to find you through searchthen you should op t imise your s i te for the mobi le

Web, but i f you think you have a big enough fan base

and you can cutthrough the clut ter of get t ing people to download

your app, then you can h ave a more immers ive

experience bycreating an app. - Chet Fenster, MEC Entertain ment,November 20117

App

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When you want to include special offers in mobile ads toinfluence conversion

When you want to track in-store traffic When you want to drive offer-specific online traffic

Be Smart:Couponing

Benefit

Coupon-driven campaigns are an effective way to

influence purchase decisions and attract new

consumers. They also provide a way to track the

effect of online efforts on offline sales.

Offer should be mobile-specific to reinforce thevalue of acquiring customers in that space, either anoffer that converts via mobile, or one that convertsoffline but can be tracked back to a mobile sourcevia a unique code.

Take care to leverage one-time use codes if yourbrand is concerned with giving away too manydollars.Apply a consumers purchase history whenever possible totier offers. For instance, if the consumer has never

purchased before you may want to promote a morecompetitive offer toencourage them to buy from your brand. Conversely, ifthe consumer is returning you may want to promote a

smaller savings to encourage their loyalty without givingaway toomany dollars.

Local Insight: In the UK, 21 percent of mobilesearchers interested in financial services visit pricecomparison websites.Leveraging mobile offers here could help attract price-conscious

1.

2.

Best Practices:

3.

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When you want to increase awareness and reach withshoppers that arent already familiar with your brand

When you want to attract new consumers by takingadvantage of the fact that mobile browsers do nottypically exhibit a high level of brand loyaltyWhen you want to focus on qualified shoppers (thosewho have been exposed to the brand, are potentiallyinterested, but have not yet purchased)When you want to reach shoppers who are familiar withthe brand and ready to purchase.


1. Static banners are the better choice for driving ROIwhile rich media are more effective for reachingbranding and engagement goals.

True geo-targeting can only be enabled bythe consumers consent. Confirm scalabilityof GPS enabled inventory with mediapartners.

Conversion tracking Conversion tracking is onlyavailable for mobile web inventory at this time. In-app

banners can track other app downloads, but no othertype of conversion.

Three things you may not know about mobile display:

Be More:Display

2.

3.

Benefit

Maximize scalability, create brand awareness

to increase visibility and drive traffic, acquire

new customers and create cost effective

opportunities for incremental conversions.

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Be More:SMS


When you want to create dialogue with consumersWhen you want to build CRM

When you want to increase consumer loyalty

Best Practices:

1. Be consistent. SMS alerts should be sent everyseven to ten days. The most efficient approach is toplan your message sequence in advance to ensureconsistent delivery.

2. Be strategic. Make each text count. Structure yourmessages so that each response provides you withconsumer insights. Dont ask yes/no questions. Forexample, instead of asking, Would you like toreceive store alerts? ask, If youd like t o receive

store alerts, please reply with your city.

3. Be tuned in. Stay on top of the message logs andpay attention to any unsolicited feedback fromconsumers.

Benefit

SMS, or text messaging, is an excellent way to

extend the dialogue with your consumers. The

mediums brevity and immediacy are often

catalysts for consumer action.

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References

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2012 . EMEA Mobile Research Paper. iProspectReferencesSection 06


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References

1 Boston Consulting Group, Mary Meeker, Kleiner Perkins,

Mor- gan Stanley Research, Berg Insight via Business Insider

2 Portio Research, Worldwide Mobile Industry Handbook 2012- 2016, http://www.portioresearch.com/en/reports/current-portfo- lio/worldwide-mobile-industry-handbook-2012-

2016.aspx

3 The State of Mobile Search Advertising in the U.S.,Marin Software, March 2012.

4 eMarketer, TV, Mobile See Gains in Viewing Time,December 2011

http://www.emarketer.com/Article.aspx?R=10087285 2012 Mobile Future in Focus (white paper), ComScore,2012http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/2012_Mobile_Future_in_Focus

6 Temsamani, Karim (at IABALM 2012) via @IAB, Februar y2012 https://twitter.com/iab/status/174225109165424640

7 mobiThinking Stats Corner,http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats

8 Google Mobile Playbook http:/ /www.themobileplaybook.com/

9 Hosford, Christopher, Mobile marketing seeks a footholdUncertainties about mobiles advantages plague b2b market-ers March 2012 http://www.btobonline.com/article/20120312/WEB02/303129948/mobile-marketing-seeks-a-foothold

10 BtoBThe Magazine for Marketing Strategists, Mobilead revenue to reach $11.6 billion this year, April 2012

11 Google, Ipsos, Mobile Marketing Association, and

iab, Our Mobile Planet, March 2011 March 2012http://www.thinkwithgoogle.com/mobileplanet/en/

12 Johnson, Lauren, Mobile Marketer, Google exec: Mobilechanges a brands value propositionhttp://www.mobilemarketer. com/cms/news/content/13063.html

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http://www.portioresearch.com/en/reports/current-portfo-http://www.portioresearch.com/en/reports/current-portfo-http://www.emarketer.com/Article.aspx?R=1008728http://www.comscore.com/Press_Events/Presentations_http://mobithinking.com/http://www.btobonline.com/article/20120312/http://www.thinkwithgoogle.com/mobileplanet/en/http://www.thinkwithgoogle.com/mobileplanet/en/http://www.btobonline.com/article/20120312/http://mobithinking.com/http://www.comscore.com/Press_Events/Presentations_http://www.emarketer.com/Article.aspx?R=1008728http://www.portioresearch.com/en/reports/current-portfo-http://www.portioresearch.com/en/reports/current-portfo-http://www.portioresearch.com/en/reports/current-portfo-http://www.portioresearch.com/en/reports/current-portfo-


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About the Studies

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2012 . EMEA Mobile Research Paper. iProspectAbout the StudiesSection 07


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About the Studies

TNS NIPO: Digital LifeDigital Life provides recommendations on how to use digitalchannels to grow your business through a preciseunderstanding of human behaviours and attitudes online.Based on conversations with over 72,000 people in 60

countries, Digital Lifes size, scale and detail make it the mostcomprehensive view of consumer attitudes and behaviouronline, on a global and local level. Across countries and

product categories, Digital Life pinpoints the range of growthopportunities available to brands in the online world. DigitalLife also introduces the Digital Growth In dex, a single number

score defining the opportunity across product categories and

countries for growth through digital channels, and showing thediversity of opportunities available in the online world.

For more information and access to additional data, please visithttp://www.tnsdigitallife.com/.

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But our greatest asset is the quality and commitment of ourpeople.

They meet the growing need for insight, interpretation andadvice on a daily basis. We view market research not as agoal, but as a tool for making optimum decisions. That is why

at TNS NIPO you deal with professionals who are eitherexperts ina particular sector such as FMCG, Automotive, Telecom,Finance or Non-Profit, or have a specific expertise in areas

such as branding, stakeholder management and effectivenessof communication.

Our professionals feel personally involved with the clients andorganisations that they serve, share their vision and advise onthe strategy to pursue.

TNS NIPO is part of the international TNS group alongside thelabels TNS Consult, NIPO Software and Veldkamp. TNS is theworlds largest supplier ofcustomised research and has officesin more than eighty countries. TNS in turn is part of the

international WPP group.

For information visit:www.tns-nipo.com andwww.tnsglobal.com.

About TNS NIPO

TNS NIPO has occupied a leading position in the marketfor marketing research for many years. We are constantlyable to respond successfully to our clients changing

needs. Product development plays an important role inthis. Hence we have successfully launched products inareas of innovation, online shopper behaviour, CSR,positioning and qualitative research in recent years.

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http://www.tns-nipo.com/http://www.tnsglobal.com/http://www.tnsglobal.com/http://www.tnsglobal.com/http://www.tnsglobal.com/http://www.tnsglobal.com/http://www.tns-nipo.com/http://www.tns-nipo.com/http://www.tns-nipo.com/http://www.tns-nipo.com/http://www.tns-nipo.com/http://www.tns-nipo.com/http://www.tns-nipo.com/


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About iProspect

iProspect, part of Aegis Media, is a global digital performanceagency helping to grow the worlds most sought-after brands,by targeting audiences that are ready to act and find inventive

ways to turn intention into action. Clients include companiesand leaders across multiple industries, including adidas,Kelloggs, GM, Nokia, Johnson & Johnson. iProspect wasrecently awarded a 2012 MIXX Award for Best Location-

Based Advertising and was noted to represent more retailerson Internet Retailers Top 500 List than any other agency(2009-2012). iProspect has 51 offices globally, in 39 countries.

Questions regarding this study should be directed to:

Amanda DuBois - Sr. Marketing and Brand Manager, iProspect Global t. +001 817 665 [email protected]

Judith Nissen - Marketing & Communications Adviser, iProspect Netherlandst. +31 (0)24 359 37 [email protected]

Kerri Smith - Director of Mobillity, iProspect USAt. +001 917 326 [email protected]

R

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2012 . EMEAMobile Re
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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mobile technology adoption in europe : is it the end of mobile

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