July 2007 21 Markets 10,000 respondents. WHAT’S IN YOUR BAG?

July 2007 21 Markets 10,000 respondents

WHAT’S IN YOUR BAG?

3UM Global Anytime Anyplace August 2007

EVERYBODY’S BAG

http://www.flickr.com/groups/whats_in_your_bag/pool/


2.5bnMobile PhoneUsers 200m

Laptops

350mMedia Players 400m

DigitalCameras

Source: Informa Telecoms and Media July 2007 / Emarketer / Instat

UNPRECEDENTED ACCESS


COMMERCIAL APPLICATION NOT LIVING UP TO THE HYPE

ADVERTISINGMOBILE MARKETING

MONETISATION OF CONTENT

DISTRIBUTION OF MEDIA


GOAL OF RESEARCH: UNDERSTAND HOW TO DELIVER THE POTENTIAL

• Establish current usage, attitudes and future demands of consumers in 3 key areas

CONTENT

MARKETING COMMUNICATIONS

PLATFORMS


RESEARCHING THE CONNECTED GENERATION

• 10,000 respondents worldwide

• The key group to understand the mobility landscape

• Research conducted via Intuition, UM’s online research tool

• Representative panellists provided by Ciao

2.5bn Mobile

1.3bn Online

1.2bn ConnectedUniverse

CONNECTED GENERATION = 16-54 Mobile Phone & Internet users

UM Global Anytime Anyplace August 20078

Australia

China

Singapore

Malaysia

ThailandPhilippines

Taiwan

France, Germany, Greece, Italy, Spain, UK, Russia

South Korea

USA

Mexico

Brazil

Japan

India

Pakistan

MARKETS CHOSEN FOR STRATEGIC IMPORTANCE

21 Markets = 690m Connected


WHAT DID WE FIND OUT ABOUT THE CONNECTED GENERATION?

• Access is universal world-wide

• Developed Asian markets and Europe driving usage of portable technology

• Mobile phones evolving from voice to data devices

• In Japan just 24% of mobile usage is phone calls

• 3g phones are most in demand portable device worldwide

• 43% want to adopt

66%have a portable music or media player

28%have a portable gaming machine

45% have a laptop


• Portable technology is driving the creation of user- generated content

• Consumers opt for rich media content

• Music, films and games are the most popular

• Users prefer branded and sponsored content

• Branded content followed by sponsorship are the most popular of all advertising formats

81%have a digital camera

76% use acameraphone

WHAT DID WE FIND OUT ABOUT THE CONNECTED GENERATION?

PLATFORMS


When you leave the house which of the following devices do you take with you?Owners of device only, Global Results

MOBILE PHONES ARE THE LEAD DEVICE

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Portable music / videoplayer

Portable gaming device

Laptop

Mobile phone

Digital camera

Always Take

Sometimes Take


DIGITAL CAMERAS LEAD THE WAY

0 10 20 30 40 50 60 70 80

Portable email device (e.gBlackberry)

Nintendo DS

Ipod (video capability)

PSP (Playstation portable)

PDA (personnel digitalassistant)

Ipod (audio only)

Other portable gamingdevice

3G enabled mobile phone

Portable media player

Laptop w ith w ireless

MP3 / digital audio play

Digital Camera

Which of the following devices do you own?Global Average


MULTIPLE DEVICE OWNERSHIP IS THE NORM

How many devices do you own?

0 5 10 15 20 25

1 (Just a mobile)

2

3

4

5+

% Own

Owners of device only, Global Results


CONNECTED GENERATION: ACCESS IS UNIVERSAL

0

10

20

30

40

50

60

70

80

90

100

% O

wn

ers

hip

Portable media Player Laptop Digital Camera

Adoption level by market


80 85 90 95 100 105 110 115

Male

Female

16 – 24

25 – 34

35 – 44

45 – 54

Index

Portable Media Player 3G enabled mobile phone Digital Camera Portable Gaming Device

ADOPTION DRIVEN BY YOUNGER SEGMENTS


USAGE IS CONSTANT OUT OF HOME

0 10 20 30 40 50 60 70 80

On train/ underground

On a bus

Walking

At work

% Use

Portabable music / video player Portable gaming machine Laptop Mobile phone

Thinking about the following occasions - when do you normally use the following portable devices?Global Results


DRIVING DUEL MEDIA CONSUMPTION AT HOME

0 10 20 30 40 50 60 70

At home whileworking / studying

At home whilewatching TV

At home whilelistening to the radio

At home reading anewspaper /

magazine

Portabable music / video player Portable gaming machine Laptop Mobile phone

Thinking about the following occasions – when do you normally use the following portable devices?Global Results


3G IS THE MOST INDEMAND DEVICE

0 5 10 15 20 25 30 35 40 45 50

Portable email device (e.gBlackberry)

PSP (Playstation portable)

Ipod (audio only)

MP3 / digital audio player

PDA (personnel digitalassistant)

Portable media player

Digital Camera

Mobile Phone

Laptop w ith w ireless (e.gCentrino)

Ipod (video capability)

3G enabled mobile phone

Which of the following devices do you plan to purchase?Global Average

CONTENT


MOBILE: PHONES MOVING BEYOND VOICE

0% 20% 40% 60% 80% 100%

Make a phone call

Send a text (SMS) message

Send a picture (MMS)message

Used the Internet

5+ times a day

2 – 4 times a day

Once a day

2 – 3 times a week

Once a Week

Less often

Have used once

Never

How often do you use your phone?Global Average


JAPAN LEADS TRANSITION TO DATA

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Japan

Philippines

Pakistan

Thailand

Russia

China

USA

India

Global Average

Malaysia

Brazil

Singapore

France

Australia

Spain

UK

Mexico

South Korea

Greece

Taiwan

Italy

Germany

Share of usage

Phone Calls Text (SMS) Text (MMS) (Internet)

Share of phone usage occasions


UGC ENABLERS TOP USAGE

0 10 20 30 40 50 60 70 80 90 100

Watch Live TV

Searched for a location (e.g. nearest cash point)

Used office software e.g Word Processor etc.

Electronically paid for goods/ services

Made a video call

Sent a photo to a website

Searched for directions

Downloaded a video clip

Downloaded a game

Sent an email

Use the internet pages provided by mobilecompany

Sent a file to another phone via Bluetooth

Sent a photo to someone I know

Recorded a video

Sent a picture (MMS) message

Taken a photo

Sent a text (SMS) message

% Use

What have you done on your mobile phone?


JAPAN DRIVING THE FUTURE MOBILE

0 5 10 15 20 25 30 35

Italy

Greece

Philippines

South Korea

Japan

% Ever Used

0 10 20 30 40 50 60

Pakistan

China

Philippines

Greece

Japan

% Ever Used

Searched for Directions

Watched TV on Your Mobile


BEYOND MOBILE: ALL PLATFORMS IN DEMAND

0

10

20

30

40

50

60

70

80

Music TV Clips Films Live TV Games Internet

% In

tere

sted

Digital video & music player Portable gaming device

Laptop Mobile Phone

Which types of entertainment or information would interest you most on the following devices?

Global Average


MUSIC DOMINATES OUT OF HOME

0 10 20 30 40 50 60 70 80

Metro / Underground

On a bus

Walking

In a car (passenger)

At work


Thinking about the following types of entertainment and services that you may watch or listen to on a portable device, where do you consume them?Global Average


DUAL MEDIA CONSUMPTION IS COMMON

0 10 20 30 40 50 60 70 80

At home while watchingTV

At home while listeningto the radio

At home while readinga newspaper/ magazine


Thinking about the following types of entertainment and services that you may watch or listen to on a portable device, where do you consume them?Global Average


UGC CONTENT IS NOT APPEALING

0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8

Video Clips created by other users

Celebrities

Shopping

Business

Sports

Route Planning

Music news / reviews

Weather

Cinema

Technology

Holidays

Entertainment

News

Travel

Average Score 1 - 5

What types of topics of entertainment and information are you interested in on any portable device?Global Average

(Where 1 = Not at all interested and 5 = Very interested)


MUSIC, FILMS AND GAMES HAVE MOST VALUE

0 0.5 1 1.5 2 2.5 3

Video clips created by other users / consumers

Sports news articles / results

Sports Highlights

Consumer reviews of products and services

Radio / audio shows

Video clips / TV shows

Live TV on a mobile

Price comparison services of products you findin the high street

News articles

Music videos

Local search for products and services (e.gnearest restaurant)

Travel directions / times

Game

Films

Music downloads

Average score 1-5

Which of the following type of media for portable devices are you willing to pay for?

(Where 5 = definitely pay for 1 = definitely not pay for)


0 5 10 15 20 25 30 35 40

Paid for TV show downloads

Paid for film downloads

Paid a monthly subscription to download / stream music

Download TV shows from a p2p file sharing site

Paid for music downloads

Bought a DVD and upload it to your PC

Downloaded films from p2p file sharing site

Downloaded music from a peer to peer file sharing site

Bought an official CD and upload the music to your PC

% Have Done

Sourcing Content: Which of the following have you done in the last 6 months?Global Average

BUT LITTLE MONETISATION YET

MARKETING COMMUNICATIONS


FORMATS THAT CREATE ACCESS TO CONTENT MOST VALUED

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Adverts that appear in the middle of video clips / shows

Brand recommendations from the presenters of podcasts

Adverts that appear at the beginning of video clips / shows

Video clips/shows that are created by advertisers

Radio / audio shows (Podcasts) created by advertisers

Video clips / shows that are sponsored by advertisers

Radio / audio shows (Podcasts) sponsored by advertisers

% Agree

Low Value Average Value High Value

“What is your opinion of the following types of advertising?”

Global Averages


ADS WITH CLEAR BENEFIT MOST FAVOURED

0% 20% 40% 60% 80% 100%

TV adverts on a mobilephone

Adverts on mobileinternet pages

Sponsored searchresults on a mobile

phone search

Outdoor adverts/posters that send info

to mobile if opted in

Ads on publictransport that send

info to mobile if optedin

Low Value Average Value High Value

“What is your opinion of the following types of advertising?”Global Average


EMERGING MARKETS MOST OPEN TO ADVERTISING ON PORTABLE DEVICES

5 5.5 6 6.5 7 7.5 8 8.5

USFrance

UK South Korea

Japan Greece

Australia Pakistan

Taiwan Italy

Russia Germany

Singapore Spain India

Brazil Malaysia

Philippines Thailand

China Mexico

Average Value score across all creative formats

“What is your opinion of the following types of advertising?”Global Average


BRANDED CONTENT: MUSIC, EVENTS, FILM ARE MOST IN DEMAND

0 0.5 1 1.5 2 2.5 3 3.5

Video clips created by other users/ consumers

Sports news articles/ results

Sports Highlights

Consumer reviews of products and services

Radio/ audio shows

Video clips/TV shows

Local search for products and services

Travel directions/times

Game

News articles

Live TV on a mobile

Music videos

SMS (text msg) that gives product discount

Films

SMS (txt msg) that entitle free entry to an event

Music downloads

Average Score 1-5

If an advertiser or brand were to provide the following types of media content to you for no charge, which would you be most interested in?

Global Average

(Where 5 = very interested 1 = no interest)

FULLFILING POTENTIAL


FULLFILLING POTENTIAL

• Shift away from interruptive formats of the past

• Define a more positive relationship with consumers by creating or provide access to content, applications and services that consumers want

• Consumers are in control of their content choices making it harder to maintain heavy use of interruptive ad formats

• Leverage the network

• Portable platforms like social media have created new avenues to distribute content on a global scale without the high entry costs or global

• Viral is important



• Integrate with social media

• Increasingly connected people are sourcing content from social media platforms

• Users should be encouraged to move that content from desktop to devices

• Integrate mobile into the mix properly

• The mobile is the world’s number one technology platform and should be core

• Avoid interruptive formats and always have opt in

• Simplicity is the key



• Expect dual media consumption

• A surprising amount of portable media consumption happens at home while watching TV, listening to the radio or even while using the Internet

• Encourage user-generated content

• Portable technologies are driving user generated content on social media platforms

• Champion simplicity

• The things that become popular are the easiest to use

For more information contact:

[email protected]

July 2007 21 Markets 10,000 respondents. WHAT’S IN YOUR BAG?

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