Post on 20-Aug-2015
Mixture of bespoke research commissioned by Odyssey Mobile Interaction alongside public domain research conducted by major
players in mobile (Google, Yahoo!, TGI Europa)
Bespoke Research conducted by dres consulting: ---
600 interviews in UK, Germany, France amongst adults aged 18-34---
Survey carried out using smartphone’s amongst iOS and Android users
Background to the research
Over half of 18-29s own smartphones
25% smartphone penetration across UK, Germany and France (All Adults)
---
Which increases to over 1 in 2 (51%) when looking at the 18-29 age group
(Source: Google – MMA Global Perspectives)
68% of 18-39 smartphone users are online for at least 2 hours per day
(Source: TGI Europa)
---
67% of 18-34 smartphone users spend at least 1 hour per day online on their phone
(Source: Dres Consulting – Base: 600 Respondents)
High levels of internet usage via smartphones
Preferred Device for Accessing the Internet (Global)
... which will only grow in significance and importance
(Source: Global Web Index, August 2011)
General e-commerce
21% of 18-39 smartphone users purchase goods or services via their phone every week
(Source: TGI Europa)
This increases to 34% when looking at those who purchase monthly(Source: TGI Europa)
1 in 3 purchase monthly using their smartphone
23 apps on a smartphone owned by an 18-29 adult---
10 used in the last 30 days(Source: Google – MMA Global Perspectives)
Apps are important but not the be-all and end-all
Usage split by apps / browser
Half and halfVia an app Via a browser
Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
83% of smartphone users have used their device to access local information
---
81% of these have taken a positive action after looking up local content
(Source: Google – MMA Global Perspectives)
Proximity and accessibility drives inquiries
Allows users to engage further with other media (and ads)
54% of 18-29 smartphone users use their phone while watching TV
(Source: Google – MMA Global Perspectives)
53% of 18-34 smartphone users have used their phone to
follow up on a TV ad – 42% have done the same for a poster ad
Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200
Over 2 in 3 users view video on their smartphone*
*Source: Google – MMA Global PerspectivesSource: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
52% positive
Attitudes towards streaming via smartphones:
23% negative
Biggest issues regarding streaming:
Downloading / buffering issues: 50%Size of screen: 17%Video quality: 11%Range of content: 8%
An essential and integral part of peoples lives
29% of 18-29 smartphone users would rather give up their
TV than give up their smartphone!
(Source: Google – MMA Global Perspectives)
Cinema going
Survey + TGI
25% of 18-39 smartphone users visit the cinema each month(Source: TGI Europa)
---
18-39 smartphone users are 45% more likely to visit the cinema on a monthly basis than non-users
(Source: TGI Europa)
Smartphone users are regular cinema-goers
77% of 18-34 smartphone users say their phone is useful as a tool to help them decide what film to
watch at the cinema
The phone plays an important decision-making role
Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR
(200/200/200)
Frequency of using smartphone for information about times / locations of movies
)
64% monthly
36% weekly
... and is used on a frequent basis for movie information
Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
Sources used to find out about times / locations of movies
)
Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
... with a wide range of sources used
81% of 18-34 smartphone users would like it to be easier
to access information about cinema times / locations on
their smartphones
... but a strong desire for information to be more accessible
Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
The vast majority want to access trailers on their phone
70% of 18-39 smartphone users are interested in seeing
trailers on their phones
Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
... again with a desire for this to be made more accessible
77% of 18-34 smartphone users would like it to be easier to watch trailers via
their smartphones
Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
56% of 18-34 smartphone users are interested in seeing visual banner adverts on their smartphone for the latest movies that let
you click through to view trailers
-------
42% more engaging
Perception compared to conventional banner ads:
17% less engaging
Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
Greater interest equals greater engagement
23% of 18-39 smartphone users click on a online advert at least once a week
(Source: TGI Europa)
58% are likely to click to click on a banner to watch a movie trailer they are interested in on their
phone
(Source: Dres Consulting)
...which will lead to greater interaction with the activity
Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
Likely actions post-viewing trailer
)
With over 90% likely to take action as a result
Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
77% of 18-34 smartphone users would like it if it was easier to watch trailers on their smartphones ...
69% said having clickable banner adverts that access movie trailers would make their smartphone better for discovering
new movies
A simple approach in order to deliver a user need/desire