Mobile First

©TNS 2012

Mobile First

A presentation on all things mobile

18 September 2012

by Wally Tas

©TNS 2012

Research via smartphonesLocation based research

Mystery shopping Light

Diaries

Foodzy

Travelwatch

Digital Life Discover how people live online

TNS NIPO ClicksOnline behaviour tracked

Mobile Life Insights in the mobile landscape

Mobile 360Mobile behaviour tracked

Social Media MonitoringeWOM

TNS NIPO Digital Offer

Research on social media platformsFacebook

Twitter

Communities

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MobileFirst

What times in a day is your mobile more than 1 meter away from you?

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Mobile Circle of Trust

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International FramingMobile Life 2012

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North America

CanadaUSA

Latin America ArgentinaBrazilChileColombiaMexico

Africa CameroonCote D’IvoireEgyptGhanaKenyaNigeriaSenegalSouth AfricaTanzaniaUganda

Covered in 2011 & 2012 (39)

New for 2012 (19)

Europe

BelgiumCzech RepublicDenmarkFinlandFranceGermanyGreeceHungaryIrelandItalyNetherlandsNorwayPolandPortugalRomaniaRussiaSlovakiaSpainSwedenSwitzerlandUkraineUK

Asia and Middle-East

ChinaHong KongIndiaIndonesiaIsraelJapanMalaysiaPakistanPhilippinesSaudi ArabiaSingaporeSouth KoreaTaiwanThailandTurkeyUAEVietnam

Australasia AustraliaNew Zealand

Mobile Life is based on 48,000 conversations in 58 countries, designed to capture the entire population of mobile users in each market

©TNS 2012

Smartphone

Tablet uptake will be even stronger than smartphones in the next year.

B1. Device ownership | B2. Device intention to buy (in next 6 months)

Bases: All respondents : Netherlands 501

Mobile

Intention to buy (next 6 months)Ownership

Device ownership and intention to buy in next 6 months

Desktop Laptop Netbook Tablet

8 4 9 10 2 15

98 58 70 44 11 16

Want

Own

©TNS 2012

Mobiles and tablets are driving usage of digital services ever higher across the world

B1. Device ownership | B2. Device intention to buy (in next 6 months)

Bases: All respondents : Netherlands 501

Hours spent online in average week

(global %)

Source: S7; Hours spent online weekly Base: PC users, mobile users, tablet users: 70397, 25386, 3511

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The NetherlandsMobile Life 2012

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The Dutch have caught up in smartphone and tablet uptake and are even becoming leading in Europe.

Global

Base: All respondents – Netherlands 501 | Europe 14443 | Global 47577

B1. Device ownership

98 58 70 44 11 16

98 58 56 30 13 7

Device ownership

SmartphoneMobile Desktop Laptop Netbook Tablet

92 46 36 28 7 5

EuropeNetherlands

©TNS 2012

64

45

43

43

40

39

36

26

16

11

14

15

23

21

24

17

19

19

24

23

Taking photos

Playing games

Browsing the internet

Taking videos

Listening to music

Ringtones

Edit/manage photos and videos

Streaming video (e.g. YouTube)

Reading eBooks/magazines/newspapers

Watch Live TV shows

Currently using

Would like to use

Some multimedia features which already have significant usage in the Netherlands are likely to witness modest growth; new data intensive features such as e-reading and live TV are also set to develop

Entertainment features

D1. Feature usage | D2. Interest in features

Base: Mobile users – Netherlands 489

©TNS 2012

Confident Functionals

Shopping + other activities

Cautious Functionals

Email only, worried about privacy

Friend-Focused Networkers

Social networking & looking to

improve relationships

Brand-Focused Networkers

Interacting with brands online

Visual Influencers

Up- and downloading media, using

mobile apps, payment, video and GPS

features

Super-Active Influencers

Microbloggers, talking about websites,

updating status &

commenting, double average time spent

online, 194 friends

Mobile Communicators

Online at work, talking and IM/chat on

mobile

Fixed Communicators

Lower mobile usage, dominated by social

networks, relationships with online

friends & brands

Extroverted Knowledge-Seekers

Planning & organising, socialising offline

Introverted Knowledge-Seekers

High frequency & time seeking

knowledge, Future Makers

Functional Aspirers

Less comfortable with latest technology,

not sold on a digital life

Active Aspirers

Mobile, younger, wanting more access

for social, relationships opportunities

TNS NIPO’s Digital Lifestyles

©TNS 2012

The relationship between how much each segment uses the internet, and how they feel about it

High

High

Low

Low

Internet is commoditisedMakes my life more efficient

Internet is functionalIt helps me to be productive

Internet is pivotalIs the centre of my life

Internet is aspirationalHelps me achieve my goals

Involvement

Consumption

Question: Behaviour & Engagement indices Base: All users, Digital Lifestyles Segments; 73512, 15477, 15758, 10112, 10505, 10907, 10753

©TNS 2012

Backgrounds

Pilot : 14th of January - 14th of February 2012

Main study: 20th of April – 20th of May

217

Mobile 360 draws on the actual behaviour of more than 1,000

smartphone and tablet users in The Netherlands, to provide detailed market information and to activate business and marketing strategy via

mobile

Mobile 360, a 360° view on mobile consumer behavior

©TNS 2012

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)

+/- 3.000 apps

(95% time spent)

+/- 12.000 websites

(5% time spent)

80% of time spent online via mobile is generated by no more than 50 apps and websites

©TNS 2012

9,66,7 6,1

11,4

26,1

17,5

2,0

68,1

iPhone users are the most heavy data users, with a big difference between 3G and WiFi. BB users use more 3G than WiFi.

Base: All 3G users Android (H|L), BlackBerry, iPhone (424|319, 99, 238)

All WiFi users Android (H|L), BlackBerry, iPhone (409|286, 56, 232)

Android High iPhoneAndroid Low BlackBerry*

Mb

Total data used – 3G versus WiFi (% of total # Mb used per day)

3G WiFi

*E-mail for BlackBerry excluded

WiFi counts for a total of

79%of all market data usage

21

79

3GWiFi

3G usage (% of total data usage):

75%27% 28% 14%

Market data usage – 3G vs. WiFi, split by OS(total # Mb used per day/OS)

Mobile First

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