DML13 Mobile First!
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©TNS 2012 The Mobile revolution; impact for marketeers Martin Warmelink Client service director and Digital Lead TNS Nipo
Transcript of DML13 Mobile First!
©TNS 2012
The Mobile revolution; impact for marketeers
Martin Warmelink Client service director and Digital Lead TNS Nipo
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Smartphone ownership
3
Tablet in household
55% 30% 0%
10%20%30%40%50%60%
2009 2010 2011 20120%
10%20%30%40%50%60%
2009 2010 2011 2012
2012 sales Smartphone %: 67% OS: - Android 65% - IOS 25% - Blackberry 5%
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Backgrounds
20th of April - 20th of May 2012.
Android (High End) n=432 Android (Low End) n=338 BlackBerry n=99 iPhone n=243
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mins.
Daily application face time (# minutes per user per day)
Communication market face time during the day (# minutes per user throughout the day)
0
0,4
0,8
Voice SMS IM E-mail Personal networking
mins.
Communication overview
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Quiz: How much time spent on apps and mobile websites per day? (excluded Voice, SMS and system apps)
a. Less than 15 minutes b. Between 15 and 30 minutes
c. Over 30 minutes
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Applications and online websites account for an average of
42 minutes of market face
time per day for smartphone
users
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Pre-purchase period (# months before)
Total fixed internet usage before and after smartphone purchase
Moment of 1st smartphone
purchase
Post-purchase period (# months after)
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Pre-purchase period (# months before)
Total fixed internet usage before and after smartphone purchase
Moment of 1st smartphone
purchase
Post-purchase period (# months after)
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Fixed internet usage before and after purchase
Average # of minutes per user over 6 months period
Base: smartphone owners
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Quiz: Who spends most time on the internet on their device?
a. Blackberry users b. Android users c. iPhone users
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Applications and online websites account for an average of
42 minutes of market face
time per day for smartphone
users
1. Android High – 48 minutes 2. Android Low – 41 minutes 3. Blackberry – 36 minutes
4. iPhone – 33 minutes
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Consumer Segmentation for Dummies
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Total/Day
42
mins.
19 18
32
13
12 11
0,1
7
Communication
Entertainment
Information
Management
Social networking & connecting
Multi-media & entertainment
Online gaming
Personal interest
Shopping Knowledge & education
News, sport & weather
Personal admin
Planning and organising
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Quiz: On which device do people spend more time?
a. Smartphones b. Tablets
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Applications and online websites account for an average of
22 minutes
of market face time per day for iPad
users
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Quiz: What is the biggest activity on iPads?
a. Multimedia b. Social
c. Gaming
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Total/Day
22 Total/Day
42
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“Mobile is not always mobile”
*
3G
WiFi
17 minutes
a day
25 minutes a day
Total daily market time
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Quiz: App vs. web
a. 55% apps b. 75% apps c. 95% apps
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Mobile is app...
95%
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 10 100 1.000 10.000
Total spend time (hours) (App) Total spend time (hours) (websites)
A lot of time spent on a small number of apps
Web sites Apps
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Relevance
Independence
Convenience
Experience
Transparency
27%
13%
20%
16%
18% 8%
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1. Build consumer journeys 2. Formulate KPI’s and how to measure
success 3. Create a uniform brand experience
across platforms 4. Begin with a responsive website 5. Maybe then apps…. 6. Launch and iterate
6 ingredients for a mobile strategy
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Thank you
Martin Warmelink Client service director and Digital Lead TNS Nipo +31 653720496 [email protected]
