uk mobile stats summary oct ’11 – jan ‘12

Copyright Incentivated Limited 2011 www.incentivated.com

Mobile stats summary Oct ’11 – Jan ‘12

Copyright Incentivated Limited 2011

Android app usage Android mobile app reach by age, Nielson Smartphone Analytics, Device Metering Data, Sept 2011 (US data)


17% Have researched a holiday on

a mobile app or site

Holidays and mobile

4% Amount of visits to

expedia.com accounted for by mobile

46% Of consumers said a

negative mobile experience would negatively impact

brand perception

Source: Econsultancy, Jan 2012, http://econsultancy.com/uk/blog/8516-17-of-consumers-research-holidays-on-mobile-stats?utm_medium=email&utm_source=topic


1bn App downloads

Looking back on 2011, the year of mobile

103m Mobile tweets posted every

day

20m 2D barcode scans in Q3

Source: Mobile Marketer, Jan 2012, http://www.mobilemarketer.com/cms/news/research/11706.html

Some stats from the US


$6.7bn mCommerce sales

Looking back on 2011, the year of mobile

> More smartphones bought

in the US than PCs

Source: Mobile Marketer, Jan 2012, http://www.mobilemarketer.com/cms/news/research/11706.html

Some stats from the US


75% of mobile users around the world send text messages

Mobile behaviour

46% Of the UK population own smartphones as of August

2011

Source: Stat 1: A Pew Research Center Global Attitudes Project study, December 20, 2011, based on n=700-4,029 per country data across 21 nations http://www.pewglobal.org/2011/12/20/global-digital-communication-texting-social-networking popular-worldwide/1/ Stats 2 & 3: Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf

2x This equates to double the ownership since February

2010


Mobile behaviour The UK leads on mobile online shopping

10.5% of people in the UK have visited an auction site via

mobile

9.2% of people in the UK have

visited a retail site via mobile

Source: comScore MobiLens, three-month average ending May 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf


Mobile internet usage Use of mobile phone to access the internet around the world

46%

39% 38%40% 41%

43%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

UK France Germany Italy USA Australia

Source: Ofcom consumer research, 2008, 2010, 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf


Mobile subscribers with smartphones UK has highest smartphone ownership in the EU5

24%

16%18%

33%30%

46%

35%32%

40%

45%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

UK France Germany Italy Spain

Feb-‐10 Aug-‐11

Source: comScore MobiLens, three-month averages ending February 2010 and August 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf


Mobile behaviour Proportion of mobile subscribers who accessed news on their mobile

15%

10% 9%11%

7%

25%

17%15% 16% 15%

0%

5%

10%

15%

20%

25%

30%

UK France Germany Italy Spain

Feb-‐10 Aug-‐11

Source: comScore MobiLens, three-month averages ending February 2010 and August 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf


Mobile behaviour Use of mobile phone to access the internet (UK users)

21%

37%

46%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

2008 2010 2011

Source: Ofcom consumer research, 2008, 2010, 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf


Mobile behaviour Use of online financial services on mobile phone (UK users)

9%

4%

5%

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

Accessed bank accounts Accessed credit cards Accessed electronic payments

Source: comScore MobiLens, age 13+, three-month average ending March 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf


Mobile usage behaviour Use of selected functions on mobile phones (UK users)

91%

47% 45%

35% 34%26%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sent a text message Used browser Used app (exc. pre-‐installed)

Accessed socialnetworking

Played games Listened to music

Source: comScore MobiLens, three-month average ending September 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf


Mobile internet usage Use of selected internet/data services on mobile phones (UK users)

32% 31%29%

23%21%

15%

5%

0%

5%

10%

15%

20%

25%

30%

35%

Emails Playing games Social networks Downloadingapps

Instantmessaging

Watching videoclips

Watching TVprogrammes

Source: Ofcom consumer research, October 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf. Base: all those who use internet on their mobile phones.


Operating system share of smartphone sales

Smartphone sales for 2011 in the UK

Google the clear leader for sales in 2011

Apple, 20.8%

Google, 48.3%

Microsoft, 1.5%

Other, 1.5%Symbian, 6.7%

RIM, 21.2%

Source: Kantar Worldpanel ComTech 12 weeks ending September 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf


22% 28% 30% 23%

68% 63% 59% 68%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

UK France Germany USA

Tablets Mobile phones

Share of internet traffic on other devices

Share of non-computer device traffic (%)

Mobile phones account for most non-PC internet traffic

Source: comScore Device Essentials, May 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf


51% Of respondents own

smartphones

Mobile ownership and behaviour EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage

18% Of respondents own tablets

Source: EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage, http://www.episerver.com/Global/Best%20Practice/Mobile%20Report%20FINAL.pdf n=1,000

39% Of respondents have used mobile apps more in the

last year


51% Use mobile internet to look

up directions

Mobile behaviour EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage

43% Use mobile internet to find

info about organisations and brands while on the

move


24% Use mobile internet to

make purchases


Mobile behaviour EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage, October 2011

32%

15% 14%

25%

64%

0%

10%

20%

30%

40%

50%

60%

70%

Find mobile sites hard tonavigate

Will stop using a mobilesite if it's hard to

navigate

Rarely feel the mobileversion of a website

meets their expectations

Will try competitor's siteif mobile website isn't

working

Will g ive a mobile site anaverage of 3 changesbefore moving on



10bn Total number of Android

Market app downloads as of Dec 2011

Mobile stats

26m Number of Starbucks transactions made via mobile so far in 2011

Source: stat 1: http://econsultancy.com/uk/blog/8446-android-market-clocks-up-10bn-downloads stat 2: http://econsultancy.com/uk/blog/8435-starbucks-sees-26m-transactions-made-via-mobile stat 3: http://www.mobilemarketingmagazine.co.uk/content/18-cent-us-consumers-mshopping-store

18% Of US consumers are mShopping in store


Internet users in the UK

GB adult internet users who accessed the Internet via mobile in the last three months

Strong mobile internet growth across all age groups

33%

44%

71%

32%

47%

65%

27%32%

49%

19%25%

33%

10%13%

21%

5% 5%8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

2009 2010 2011

16-‐24 25-‐34 35-‐44 45-‐54 55-‐64 65+

Source: Statistical Bulletin: Internet Access - Households and Individuals, 2011. Prepared by the Office for National Statistics, August 2011. Base: GB adults who accessed the Internet in the last three months prior to Aug 2009, Aug 2010, Aug 2011. http://www.ons.gov.uk/ons/dcp171778_227158.pdf


Growth in worldwide mobile traffic

Users who accessed Belron sites via mobile (Belron brands include Autoglass, O’Brien, Glass Medic, Speedy Glass, and others)

A case study from Belron

21.10% 20.70% 20.60%19.30%

11.40%

9.30%9.50% 9.80%

12.70%

4.60%3.60%

6.50%5.10%

6.20%

2.40% 2.50%3.20%

6.10%

0.00%

5.00%

10.00%

15.00%

20.00%

USA Australia UK Norway Canada France

Aug-‐11 Dec-‐10 May-‐10

Source: Econsultancy Mobile Websites and Apps Optimization Best Practice Guide, http://econsultancy.com/uk/blog/8216-70-of-companies-yet-to-launch-a-mobile-site-survey


6m People in the UK accessed

mobile internet for the first time in the previous 12

months

Mobile internet in the UK Office for National Statistics research, released November 2011

45% Of internet users in the UK

access the internet via mobile

Source: Econsultancy, http://econsultancy.com/uk/blog/8216-70-of-companies-yet-to-launch-a-mobile-site-survey


10% of all eBay UK sales

Mobile internet success stories Econsultancy research, released November 2011

£66m In sales via Ocado’s iOS and

Android apps this year, accounting for 12% of all

purchases

Mobile now accounts for

£10m In sales via Domino’s

mCommerce platforms in 2011



4% of Argos’ total sales are

from mobile devices

Mobile internet success stories Econsultancy research, released November 2011

£2.6m in mobile sales per week


Which equates to


7% of overall eCommerce traffic

accounted for by mobile devices in Q2 2011, vs 1.4% in

Q1 2010

mCommerce in the UK IMRG research, released October 2011

3.3% of eCommerce purchases

are now made from mobile devices, up from 0.4% in

Q1 2010

Source: IMRG research released October 2011, http://www.imrg.org/ImrgWebsite/User/Pages/Press%20Releases-IMRG.aspx?pageID=86&parentPageID=85&isHomePage=false&isDetailData=true&itemID=6127&specificPageType=5&pageTemplate=7


8% Of UK adults buy through

their mobile phones

mCommerce in the UK Intersperience research, released October 2011

21% Intend to do so in the

future

Source: Intersperience research, n > 1,000 British adults, released October 2011, http://www.intersperience.com/knowledge_more.asp?know_id=57


mCommerce predictions in the UK

Mobile retail spending by category (in millions)

Total mCommerce sales to reach £2.5bn by 2016

£0

£100

£200

£300

£400

£500

£600

Ticketing Vouchers & Deals Fashion (Clothing,Accessories,Footwear)

Health & Grocery(Food & Drink,Beauty, Health)

Media (Books, Music& Videos)

Computing andAppliances

2011 2016

Source: Forecast excludes digital downloads, travel and financial services. All figures in £ millions. PayPal research, released November 2011 http://www.retail-jeweller.com/multichannel/m-commerce-sales-to-reach-25bn-by-2016/5030898.article


4% retail site mobile traffic in

October 2011

mCommerce in the US IBM Coremetrics Benchmark (US data) research, released November 2011

Source: IBM Coremetrics Benchmark (US data) research, released November 2011, data gathered directly from over 500 leading US retailers, http://www.marketwatch.com/story/mobile-device-retail-traffic-to-more-than-double-this-novemberholiday-season-reports-ibm-2011-11-04

iPhone accounts for

3.5% retail site mobile traffic in

October 2011

Android accounts for


mCommerce in the US Percent of people using mobile devices to visit retail sites (US data)

Source: IBM Coremetrics Benchmark (US data) research, released November 2011, data gathered directly from over 500 leading US retailers, http://www.marketwatch.com/story/mobile-device-retail-traffic-to-more-than-double-this-novemberholiday-season-reports-ibm-2011-11-04

4%

11%

0%

2%

4%

6%

8%

10%

12%

14%

2010 2011


16% Of surveyed travellers use

smartphones to book flights

Mobile and travel Amadeus: The Always-Connected Traveller report

10% Of surveyed travellers use

tablets to book flights

Source: Amadeus: The Always-Connected Traveller, n=1000, http://www.amadeus.com/airlineIT/the-always-connected-traveller/docs/Amadeus-The-Always-Connected-Traveller-2011-EN.pdf

40% Of surveyed travellers

would use real time flight status updates on

mobile


Global smartphone manufacturer market share

Gartner research, released November 2011

Year-on-year changes for worldwide smartphone market share

0%

5%

10%

15%

20%

25%

30%

Nokia Samsung LGElectronics

Apple Z TE Research InMotion

HTC Motorola HuaweiDevice

SonyEricsson

3Q10 3Q11

Source: Gartner research, based on sales to end users, http://www.gartner.com/it/page.jsp?id=1848514. ‘Other’ smartphone manufacturers account for 33.8% on 3Q11 and 32.5% in 3Q10.


Global smartphone OS market share

Gartner research, released November 2011

Year-on-year changes for worldwide smartphone OS market share

0%

10%

20%

30%

40%

50%

60%

Android Symbian iOS Research InMotion

Bada Microsoft Others

3Q10 3Q11

Source: Gartner research, based on sales to end users, http://www.gartner.com/it/page.jsp?id=1848514. ‘Other’ smartphone manufacturers account for 33.8% on 3Q11 and 32.5% in 3Q10.


Barriers to purchase on mobile Our Mobile Planet

9%4%

69%

2%

34%

6%2% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Toocomplicated

Too expensive Prefer to use aPC/laptop

Never heard ofthese services

Doesn't feelsecure

Payment toocomplex

Paymentfeatures werenot available

Others

Source: http://www.ourmobileplanet.com/


£19.3bn Total mCommerce spend by

2021

mCommerce Verdict Research/Barclays

£5bn Total mCommerce spend on food and groceries by

2021

Source: Verdict Research/Barclays

£3.1bn Total mCommerce spend on personal care by 2021


The Logic Group

�  New report from TLG: �  “The Imperatives for Customer Loyalty 2011: The changing world of consumers;

mature markets and new technology”

�  The questions �  The research poses the following questions: �  Which sectors do we feel loyal to and why? �  What does being loyal mean and which schemes are we members of? �  What are we saying online about loyalty schemes? �  How do we feel about the schemes we belong to and what makes a good loyalty

scheme? �  What do we want from loyalty schemes in the future and what is the role of new

technology

�  H:\Marketing\Research, Facts & Figures\The Logic Group - loyalty


The Logic Group - example The Imperatives for Customer Loyalty 2011, released November 2011

Source: Verdict Research/Barclays


The Logic Group - example The Imperatives for Customer Loyalty 2011, released November 2011


Mobile growth by the numbers

Source: Screen Pages research, http://www.screenpages.com/about/articles/mobile-research Confidential data, although generally niche brands selling lifestyle goods with average order value of ~ £100 to ABC1s.

90% desktop

10% mobile

31% iPhone

47% iPad

81%

An analysis of mobile use of 30 of our e-commerce sites, over 1.5m visitors


Advertising spend

% change in advertising spend (2009-2010)

Mobile marketing on the rise

-‐10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Mobilemarketing

Social media Internet Television Radio Outdoor Magazines Newspaper

Source: Microsoft Tag (US data), http://tag.microsoft.com/community/blog/t/the_rise_and_fall_of_advertising_media.aspx

From 2009-2010, mobile marketing increased by 75% to almost US$1.5bn. This is expected to rise with the increase of smartphone ownership.


Mobile growth by the numbers

Some recent stats

MAYBE 30%

350m Number of existing

iOS and Android devices

1m Number of new iOS and Android devices activated every day

Source: Circles 1 and 2 - Microsoft Tag (US data), http://tag.microsoft.com/community/blog/t/the_rise_and_fall_of_advertising_media.aspx Circle 3 - eConsultancy, http://econsultancy.com/uk/blog/8036-the-future-is-mobile-but-is-your-site-ready

72% of mobile web users

don’t download apps at all


MEF research

Consumers are much more likely to access

mobile than fixed internet on a daily

basis

MEF research, released October 2011

Source: Source: MEF Global Consumer Survey 2011. Base=8,530 feature-and smartphone owners in 9 countries


IBM CMO research

Four out of five CMOs plan to use mobile

more extensively over the next three to five

years

IBM research, released October 2011

Source: 1,734 executives interviewed for the 2011 IBM Global Chief Marketing Officer Study. N=1,734 throughout 19 industries and 64 countries.


91% Of smartphone users in the

UK have used their mobile for commerce (research or

purchase)

MEF smartphone research MEF research, released October 2011

Source: Source: MEF Global Consumer Survey 2011. Base=8,530 feature-and smartphone owners in 9 countries

71% Of smartphone users

worldwide have purchased using mobile

72% Of smartphone users worldwide use mobile internet on a daily basis


39% Of smartphone shoppers are frustrated with the length of

the mobile buying process

mCommerce update WorldPay research, released October 2011

Source: Source: The research was conducted through the following channels: an online poll by Consensus Research, amongst 1,023 consumers; an online panel with decision makers from 1,295 organisations of all sizes, conducted by ICD research; 10 in-depth phone and face-to-face interviews with decision makers with responsibility for e, and m-payments amongst the top 100 UK e-tailers, carried out by e-digital research during later 2010 early 2011 on behalf of WorldPay.

31% Of smartphone users are

frustrated with websites not being mobile friendly


43%56%

28%

28%

18%

9%11% 6%

All smartphone subscribers 3mo recent acquirers

Android iOS BlackBerry Other

US smartphone data

Nielson US data, released October 2011

In August 2011, 56% of recent acquirers in the US chose an Android device

Source: Nielson US data, released October 2011


15% Of all search queries come

from mobile devices, up from 7% last year

mCommerce Forrester research, released October 2011

Source: Source: Forrester research, n=>330,000, sample from Europe, North America, and Asia Pacific regions. http://www.nma.co.uk/3031261.article?cmpid=NMAE01&cmptype=newsletter&email=true

30m Forecasted number of UK mobile internet users by

2012

31% Of UK adults use mobile

internet at least once a month


$4bn Expected mCommerce sales

for eBay in 2011

mCommerce eBay and Latitude research, released October 2011

Source: Stat #1: http://www.mobilemarketingmagazine.co.uk/content/ebay-forecasts-5bn-mobile-sales-2011, Stat #2 http://www.mobilemarketingmagazine.co.uk/content/third-18-34s-will-mobile-shop-christmas

32% Of 18-34 year olds to use

mCommerce this Christmas


42% Of charities now use mobile

for fundraising

Mobile and charity

Source: Stat #1 and #3: nfpSynergy and the Charities Aid Foundation report from June 2011, http://www.nfpsynergy.net/includes/documents/cm_docs/2011/n/nfpsynergy_sms_report_version_20_july_2011.pdf Stat #2: Charity Aid Foundation and ResPublica report from Sept 2010, http://www.respublica.org.uk/documents/gfj_ResPublica%20Digital%20Giving%20Executive%20Summary.pdf

£96m Estimated value of SMS

donations in 2014

15% Of donations on the JustGiving

website were made through mobile devices


$32m Amount raised via SMS by

the American Red Cross for the Haiti earthquake

appeal

Mobile and charity

Source: Stat #1 #2 #3: nfpSynergy and the Charities Aid Foundation report from June 2011, http://www.nfpsynergy.net/includes/documents/cm_docs/2011/n/nfpsynergy_sms_report_version_20_july_2011.pdf

21% Of people are very likely or

quite likely to donate via mobile

34% Of 16-34 year olds are very

likely or quite likely to donate via mobile

uk mobile stats summary oct ’11 – jan ‘12

Technology

mobile users

mobile marketer

forby mobile

mobile behaviourthe

mobile phone uk users

mobile stats summary

mobile phones uk users35

mobile online shopping10