roadshow asia nick lane internet & social media
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TRANSCRIPT
Session 2:Internet & Social Media
Still all about
Now 4.0013 billion mobile users, but still only one me
#1
Asia’s mobile Internet population
-
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
1,600,000,000
2009 2010 2011 2012 2013 2014 2015
Mobile Internet unique users, Asia
Other
Vietnam
Thailand
Taiwan
South Korea
Singapore
Philppines
New Zealand
Malaysia
Japan
Indonesia
India
Hong Kong
China
Australia
Source: mobileSQUARED, Asia report 2010
The users, by device category
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2009 2010 2011 2012 2013 2014 2015
Device % of voice across selected markets
Legacy
Featurephones
Smartphones
iPhone
Source: mobileSQUARED, Asia report 2010
Mobile is same as web, only different
Delivering traffic via search – ranging from 12% for all users to 55% for iPhone users. So it’s important but not ubiquitous (Source –eMarekter)
Delivering traffic via display – plenty of options for ad networks and exchanges but buying solely on price isn't wise. Users expect to be delivered to something entertaining and valuable; they won't hang
around if they're not.
Delivering for mobile – design for screen size, browsing flexibility, handset variants and speed. Everyone doesn’t have an iPhone (just
like a few years ago everyone didn't have Broadband or flash) .
Far from perfect
End of Honeymoon period =
behavioural change
Users congregate to iPhone-
optimised sites
However:
iPhone optimised sites
cannot be overridden
Users need options
Top devices for mobile internet
usage
Ranking Device
1 Nokia5130 11%
2 Nokia3110c 8%
3 Nokia2700c 7%
4 Nokia7210 6%
5 Nokia6300 3%
6 NokiaN70 3%
7 Nokia6233 2%
8 Nokia2626 2%
9 SAMSUNG-GT-C3010 2%
10 NokiaN72 1%
11 SAMSUNG-GT-S3310 1%
12 Nokia3500c 1%
13 Nokia5300 1%
14 Nokia5310 1%
15 Nokia6303 1%
16 NokiaN73 1%
17 SonyEricssonK750i 1%
18 SonyEricssonW200i 1%
19 Nokia2730c 1%
20 Nokia5200 1%
Don’t forget Nokia
Top OEMs for mobile internet usage
Ranking OEM
1 Nokia 65%
2 SAMSUNG 13%
3 SonyEricsson 9%
4 LG 1%
5 HUAWEI 1%
6 Micromax 1%
7 Motorola 1%
28% of browsers in
India are Opera Mini
Source: mobileSQUARED, Asia report 2010, On Device Research
It’s an addiction
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
Mobile daily phone usage, mid-2008 - mid-2009
mid-2008
mid-2009
mid-2010
Expon. (mid-2008)
Expon. (mid-2009)
Expon. (mid-2010)
users/daily usage
Source: mobileSQUARED, Asia report 2010
Who is going where?
Source: mobileSQUARED, Asia report 2010
China
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Mobile TV Mobile Email Mobile online gaming
Mobile social networking
Mobile online music
Mobile search
Mobile reading
Mobile chatting
Mobile Internet application users, China, 2009
Source: mobileSQUARED, Asia report 2010, CNNIC
-
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
Hourly usage Daily Several times a week
A few times a month
Traffic based on consumer behaviour
India
0%
10%
20%
30%
40%
50%
60%
At least 1 hour per day
Everyday Several times a week
A few times a month
I do not use the mobile Internet
How often do you browse the Internet using your mobile phone?
Source: mobileSQUARED, Asia report 2010
India
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
Which types of mobile internet sites do you visit on your mobile phone?
0%10%20%30%40%50%60%70%80%90%
100%
At home At university or school
At work Other (please state)
Whilst on public
transport
Whilst outside
Where do you use the internet on your mobile phone?
Source: mobileSQUARED, Asia report 2010
The Top Sites
Average browsing session in Asia10-15 mins
Site will lose 25-30% of users per click – (originally >50%)
• Based on 1 million users of site X, if they go 10 pages into site,
would previously have 977 users, now 56,314.• Improvement of 5,764%.
Users gravitate towards 10 “favourite” sites
including: Social networking site, business networking site, news, sport,
finance, fashion, entertainment
On average a user will have up to 6 “set” sites and 4 “floating” sites.
Ambition for brands is to become a “floating” site with a goal of
becoming a “set” site.
The mobile site hierarchy
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Site 10 Site 2 Site 3 Site 4 Site 5 Site 6 Site 7 Site 8 Site 9 Site 10
#1 mobile site behaviour
Sites of uncertainty:
Target for brands
WAP landing pages
Campaign 1
Campaign 2
Campaign 3
Campaign 1
Campaign 2
Campaign 3
Campaign 4
Campaign 5
Year 1 Year 2 Year 3
Campaign 1
Campaign 2
Campaign 3
Campaign 4
Time
Sp
en
d
Fractured approach
The mobile platform
Presence
Time
Sp
en
d
Campaign 1Camp. 2
Ongoing communication
Camp. 3
Brand Consumers
+36%
38
28
+267%
311
76% that clicked on
the ad would be likely
to buy the product
Source: IAB Mobile Advertising Effectiveness Research, Base: All Respondents (609)
Mobile Internet: raising awareness
We’re a social lot
Source: mobileSQUARED, Asia report 2010, Trendstream
And we influence
Source: mobileSQUARED, Asia report 2010, Trendstream
% of buyers who researched prior to purchase (offline and online)
And we’re starting to make decisions
Source: mobileSQUARED, Asia report 2010, Trendstream
CONSUMER ATTENTION
CO
NS
UM
ER
RE
AC
H
MESSAGING
Part 2: Communicating with #1
MOBILE INTERNET
SOCIAL NETWORKING
