The Mobile Digital Consumer - Emerce eDay 2011
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Transcript of The Mobile Digital Consumer - Emerce eDay 2011
@eliasveris
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Focus on Europe
Western Europe:Belgium - Netherlands - France Luxemburg - Germany - Austria - Ireland - Switzerland - United
Kingdom
Northern Europe:Denmark -Finland -Norway -
Sweden
Eastern Europe:Bulgaria -Czech Republic -
Hungary -Poland -Romania -Russian Federation -Slovakia -
Ukraine
Southern Europe:Spain -Croatia -Greece -Italy -Portugal -Slovenia -Turkey -
Serbia
Smartphone Adoption
Mobile I Europe Mobile devices
61%56%
62%55%
59%
29%
38%
26% 26% 28%
9% 8% 10%15%
11%
West North East South Europe1 A regular mobile phone 2 A smartphone, with Internet / data subscription 3 A smartphone, without Internet / data subscription 4 A tablet PC, with Internet / data subscription 5 A tablet PC, without Internet / data subscription 6 None of the above
1 2 3 4 5 6
N Europe = 7446 / F = none
39% Smartphone adoption in Europe
32% Smartphone adoption in NL
25% 24%
33%
20%
47% 50%
29%22% 24%
31%
15%
53%
44%
20%18%13%
23%
13%19%
37%
22%15% 16%
31%
14%
29%
19% 22%14% 14%
22%
10%
40%
30%
14%12% 10%
25%
7%
27% 25%
16%
Europe United States Brazil Australia China India Japan
Mobile I Europe Future intention – Next 6 months
1 A (new) laptop
2 A (new) smartphone or PDA
3 A (new) regular mobile phone
4 A (new) desktop PC
5 A (new) tablet PC
6 A (new) netbook
1 2 3 4 5 6
Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%)
N Europe = 7446 / F = none
22% purchase intention next 6
months in Europe
Brazil, India, China: 30-40%
14% in NL – 10% in BE.
Why don’t you
have a smart phone
39% Current phone still works fine
33% I don’t need one
29% It’s too expensive
24% I don’t see the benefit (yet)
Todays barriers are tomorrows drivers.
Mobile Internet Access & Social Networking Impact
Mobile I Europe Mobile devices
61%56%
62%55%
59%
29%
38%
26% 26% 28%
9% 8% 10%15%
11%
West North East South Europe1 A regular mobile phone 2 A smartphone, with Internet / data subscription 3 A smartphone, without Internet / data subscription 4 A tablet PC, with Internet / data subscription 5 A tablet PC, without Internet / data subscription 6 None of the above
1 2 3 4 5 6
N Europe = 7446 / F = none
28% Smartphones with internet connection
22% in NL
Mobile IDaily internet access via smartphone
51%
55%
64%
65%
39%
47%
Q : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)
N Europe = 2972 / F = If smartphone (with or without internet subscription)
23%
56%
57% Daily social media logon
66% among connected smartphone users
49% of Europeans follow brands on social media
56% among connected smartphone users
13© In
Site
s C
ons
ulti
ng
20
112
011
Announce more events & offer
promotions (61%)
Share ideas and provide updates
on future products & services
(57%)
Give feedback (55%)
Invite consumers to co-
create products & services (47%)
Start conversations with
consumers (46%)
Connected smartphone users want more brand engagement
on social media
The Mystery of Apps and Services
Mobile I EuropeThe Death Valley of Apps
1 Average number of apps installed2 Average used apps3 Average paid apps4 Average brand related apps
26,724,2
21,5
24,8 24,6
14,1 13,6
9,911,8 12,3
9,57,2 6,5 7,4 8,17,5 6,8
5,37,5 6,8
West North East South Europe
81%
19%
Europe
N Europe = 2178 / F = If smartphone with internet / data subscription N Europe = 1774 / F = If apps installed on smartphone
Apps installed
No apps installed
1 2 3 4
+ Contact+
Convenience
+ Entertainmen
t
59% Social
Networking
68% Navigation
62% Weather
forecasts
61% fun and games
56% music & videos
52% Information
Getting relevant information on your location (58%)
Getting a discount/coupon when you walk past a shop
(50%)
Making small payments via SMS for parkings, bus,… (55%)
Banking via mobile phone (49%)
Operating devices in your home from a distance
(48%)Getting detailed product
information in a shop (44%)
Purchase products via your mobile phone
(38%)Personal
location-based ads (18%)
Getting relevant information on your location (58%)
Getting a discount/coupon when you walk past a shop
(50%)
Making small payments via SMS for parkings, bus,… (55%)
Banking via mobile phone (49%)
Operating devices in your home from a distance
(48%)Getting detailed product
information in a shop (44%)
Purchase products via your mobile phone
(38%)Personal
location-based ads (18%)
Hurray! We have LBS!
23%
3%
26%
48%
Japan
6%1%
31%
62%
India
11%4%
26%59%
Australia
8%6%
31%55%
Brazil
16%3%
45%
36%
United States
N=45
N=77
N=164
N=2972
N=92
N=111
21%
9%
43%
27%
China N=163
Location-based services I Europe in perspectiveAwareness & usage
Almost half of europeans has never heard about location-based services.12% is using location-based services.
■ I’m a current user of LBS■ I’ve been using LBS, but not anymore■ I know what LBS is, but I’ve never used it■ I have never heard about LBS
12%4%
38%
46%
Europe
48% (30%) A, 8% U
14% (30%) A, 4% U
7% (5%) A, 1% U
7%1%
29%
62%
Netherlands
Euh….
N Europe = 2178 / F = If smartphone with internet / data subscription
11%4%
26%59%
Australia
8%6%
31%55%
Brazil
16%3%
45%
36%
United States
N=2972
N=111
Location-based services I Europe in perspectiveAwareness & usage
Almost half of europeans has never heard about location-based services.12% is using location-based services.
N Europe = 232 / F = smartphone with internet / data subscription, current users of LBS
My phone has the ability (53%)
I’m an innovative person, I try new things (42%)
It’s fun (37%)
I want to track where I’ve been/my favourite places (28%)
I get promotions/other rewards from brands/companies (12%)
Why?
11%4%
26%59%
Australia
8%6%
31%55%
Brazil
16%3%
45%
36%
United States
N=2972
N=111
Location-based services I Europe in perspectiveAwareness & usage
Almost half of europeans has never heard about location-based services.12% is using location-based services.
N Europe = 232 / F = smartphone with internet / data subscription, current users of LBS
Privacy concerns (37%)
I don’t care (32%)
I don’t know how I can benefit (23%)
It’s not beneficial yet (17%)
Why
not?
Location-based services I EuropeExpectations towards brand and companies
63%
63%
60%
53%
43%
40%
35%
23%
19%
49%
48%
50%
43%
34%
30%
26%
16%
15%
Q : Brands and companies are using LBS to connect with people like you and me. What are your expectations towards those brands and companies about their actions via LBS? When a user of LBS ‘checks in’ to a certain location, brands and companies should…
...offer the user local promotions
...advise the user on things to do at that location
...provide the user with background information of that location
...provide the user with Internet addresses to find out more about that location
...provide the user with addresses of similar locations
...surprise the user on that location in real life
...communicate how the user can earn points for a location-based game
...start an online conversation with the user
...send the user advertisements ■ LBS users N=232■ Non LBS users N=1000
N Europe = 2178 / F = If smartphone with internet / data subscription
Europe
When checking in to a certain location, people would like to receive local promotions or information.
EXPECTATIONS TOP2%
Offer local promotions
(63%)
Offer advice on things to do on that location(63%)
Provide background information
on the location (60%)
Start an online conversation with the user
(23%)
Send advertising
(19%)
1. Todays barriers are tomorrows drivers.
2. Mobile drives social media & brand engagement.
3. Contact/Convenience/Entertainment keep you out of Death Valley.
4. Context = Location. LBS lacks real benefits
5. The brand that adds benefit to context, will win.
@eliasveris@IABNederland
Questions about this research? Contact:
Elias Veris, Insites ConsultingJorrik van Wonderen, IAB
www.insites.euwww.iab.nl