BBC Mobile Affluent Connection March 14

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Affluent connectionREACHING HIGH INCOME CONSUMERS WITH MOBILE BRAND ADVERTISING

A research study by BBC Global News

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Who and where?

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Source: Affluent Connection, Millward Brown, 2013

SMARTPHONE / TABLET USERS SURVEYED

SWEDEN

INDIA

GERMANY

HONG KONG

AUSTRALIA

UNITED STATES

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CONNECTING TO THE AFFLUENT

Affluent consumers

The top 20% income earners, mirroring Ipsos PAX, EMS and Mendelsohn surveys

General population

and we compared them to the

WE WORKED WITH THE BESTMillward Brown

a leading research agency specialising in advertising, media, digital and brand equity research


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AFFLUENTS LOVE NEW TECH

Source: Affluent Connection, Millward Brown, 2013Q3. What type(s) of mobile devices do you currently use? By mobile

phone we mean a device which you make calls and/or texts on. By tablet, we mean your mobile device which typically uses touch screen

and requires WiFi to connect to the internetQ3a. Please name the specific make and model of your main mobile

phone?.

20%

Latest generation

6%

Older generation

13%

12%

29%

3% 27%

16%

Large Small

SMARTPHONE TABLET

6

Upwardly mobile

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BE WHERE THEY ARE…

Source: Affluent Connection, Millward Brown, 2013Q6. Which of the following best describes how

frequently you access the Internet (excluding apps) from your mobile device?

At least once an hour

18% higher than the general population

39% of affluents access

the internet on mobile

Latest generation users

aretwice as likelyto access the internet hourly

versus users of older generation

2x

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GETTING DOWN TO BUSINESS

Source: Affluent Connection, Millward Brown, 2013Q17. Do you use your mobile device for business?

Q31. When thinking of your mobile phone/tablet, please indicate how strongly you agree or disagree with the

following statements.

Compared to the general population…

more likely to use their mobile phone for business

27%

more likely to agree that their mobile phone is the primary tool for organising their work life

36%

more likely to agree that increasing amount of their work is accomplished on the phone

35%

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TIME WELL SPENT

Source: Affluent Connection, Millward Brown, 2013Q18a. On a typical week day what percentage of your

total usage of your mobile phone is work-related?

46%of affluents

who use their phone

for business

APAC region blazes the

trail

53% India

54% Australia

53% Hong Kong

spend most of

their time on work-related

usage

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DIFFERENT ROLES

Source: Affluent Connection, Millward Brown, 2013Q.31. When thinking of your mobile phone, please indicate how strongly

you agree or disagree with the following statements. When thinking of your tablet, please indicate how strongly you agree or disagree with the

following statements. Q17. Do you use your mobile device for business?

51%

use their mobile phone for business versus 10% who use their tablet

51%

indispensible

more efficient

organising their personal

life

feel that their mobile is

when they are on the go

Versus 34% for tablet

59%say their mobile makes

them

versus 48% for tablet

44%state that their mobile is their

primary tool for

versus 31% for tablet

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SO, WHAT IS A TABLET FOR…?

Source: Affluent Connection, Millward Brown, 2013Q20 In a typical week, how many hours do you spend

using a tablet?

Around a quarter of affluent consumers spend over five hours per week playing games and watching entertainment videos on their tablet

Nearly a third spend over five hours per week social networking

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THE MOBILE EVOLUTION

Source: Affluent Connection, Millward Brown, 2013Q31. When thinking of your mobile phone, please

indicate how strongly you agree or disagree with the following statements.

10

20

30

40

50

60

70% agree with statement

Mobile phone makes me more efficient

My mobile phone is indis-pensible as I am always on the go

Mobile phone is primary tool for organising personal life

Mobile phone is primary tool for organising work life

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News on the go

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CLEAR PICTURE EMERGES IN NEWS

Source: Affluent Connection, Millward Brown, 2013Q16. How much do you agree with the following

statements?Q22. Thinking about how you use your mobile device

compared to a PC or laptop; which of the following activities do you prefer using your mobile device for

rather than a computer?

30%

prefer mobile devices to their desktop for accessing news

Compared to the general population… “My mobile gives me

news quickly and instantly without

having to switch on the PC.

The size of the screen means it's easy to

read, too.”

MALE, 28, GERMANY

15%more likely to share news stories on a mobile than

desktop28% for

business/finance news

for consuming current affairs or breaking

news

11%more likely to prefer using mobile devices than desktop

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DIGITAL NEWS CONSUMPTION IS CHANGING

Sources: Affluent Connection, Millward Brown, 2013 and Connecting The Story, InSites Consulting, 2012

Samples: 1,908 (InSites Consulting) and 3,000 (Millward Brown) Q15. If you could only use one device to consume news, which would it be?

“I’ve always got my phone on me

and I always keep up-to-date.”

FEMALE, 27,

GERMANY

“If you could only use one device to consume news”

YoY 2

012/1

3

+15%mobile

phones

+9%tablets

-17%desktop

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ENGAGING THE AUDIENCE

Sources: Affluent Connection, Millward Brown, 2013 and Connecting The Story, InSites Consulting, 2012

Samples: 1,908 (InSites Consulting) and 3,000 (Millward Brown) Q.14. How would you describe the way you consume news on each device?

2012

37%Skim or scan the headlines

2013

32% -13%

13% 16% +21%

Read / watch in depth

“How you consume news on mobile phones”

17

10

15

20

25

30

35

% preference for different news types on mobile versus desktop

Current affairs/breaking news

Business/finance news

Sports news

GROWING PRERENCE FOR NEWS ON THE GO

Source: Affluent Connection, Millward Brown, 2013Q22. Thinking about how you use your mobile device

compared to a PC or laptop; which of the following activities do you prefer using your mobile device for

rather than a computer?

18

10

20

30

40

50

60

70

80% consuming different news formats on mobile phone

Browse news headlines

Read news articles

Read articles connected to the main article

DIGGING DEEPER

Source: Affluent Connection, Millward Brown, 2013Q21. You said you use your mobile phone for news-

related content. Which of these do you do when browsing news-related content?

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AFFLUENTS LOVE NEWS APPS

Source: Affluent Connection, Millward Brown, 2013Q27. Of the different types of apps installed on your mobile phone, how often

do you use them?Q28. Of the different types of apps installed on your tablet, how often do you

use them?Q29: You said you have a news app installed on your mobile device. Which

method of accessing the news do you prefer?

access news apps at least once a day – 13% more than the general population41

%

Travel, business and finance are also more important for affluents

News Most used apps

Social networking

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AFFLUENTS LOVE EFFICIENCY

Source: Affluent Connection, Millward Brown, 2013Q30: Which of the following best describes why you

prefer to use an application rather than your browser?

“I can easily access news apps

– it’s faster than browsing websites

on your computer.”

MALE, 22, INDIA

“It is easier to get news on my mobile device via the app and the app alerts

me to breaking news.”

MALE, 31, USA

Reasons they prefer apps over browsers…

Efficiency 57%

Speed 20%

Tailored look and feel 11%

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OPENING UP A WHOLE NEW WORLD

Source: Affluent Connection, Millward Brown, 2013Q21. You said that you use your mobile phone for news-related content. Which of these do you do when browsing news-related

content?

34%Watch news videos

31% +10%

Watch live news streaming

Latest generation Older generation

23% 21% +10%

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AND IT’S THE BEST OF BOTH WORLDS

Source: Connecting The Story, InSites Consulting, 2012Q: For each device you have access to, please tell me, for a typical

24-hour period, when you would use it to access the news or consume the news during the week? Base: Tablet users: 2,014 /

Non Tablet users: 1,596

NON TABLET USERS

TABLET USERS`

% using smartphone to access news across the day

35

30

25

20

15

10

5

0

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Reaching far and wide

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ENHANCE YOUR BRAND

Source: Affluent Connection, Millward Brown, 2013Q40. To what extent do you agree or disagree with the below

statements?

15% higher than the general population

Advertising on mobile will enhance brand perception asmodern and dynamic

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AND MAKE IT PERSONAL

Source: Affluent Connection, Millward Brown, 2013Q38. Please select how much you agree or disagree with the

below statements. Seeing an ad on my mobile device for a brand makes me think that the brand is

Seeing an ad on my mobile device makes me think the brand is... Latest generation Older generation

Trustworthy 29% 23%

Appealing 32% 25%

In touch with my needs 32% 27%

For someone like me 31% 24%High quality 29% 23%

Desirable 29% 25%

Innovative 33% 24%Reputable 29% 24%

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READY TO RECEIVE

Source: Affluent Connection, Millward Brown, 2013Q.31 When thinking of your mobile phone, please indicate how strongly you

agree or disagree with the following statements.I am willing to see ads on mobile websites as long as the websites are free to

access I am willing to share my location to get more relevant services and offers on my

mobile phone.

content is free

41%of affluents are

happy to see ads on mobile websites

as long as the

Free content: Relevanc

e: 18%

Affluents are

more likely to share their

location to get relevant services than the general population

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MOBILE IS NOW AS ACCEPTED AS DESKTOP

Source: Affluent Connection, Millward Brown, 2013Q32. And how would you characterize your attitude towards each

of the following types of advertising?

uplift compared to the general population

+27%

% affluents have a positive attitude towards advertising

18% 19% 20%

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Mobile advertising delivers results

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MAKING OUR MARK

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Aided BrandAwareness

BrandFavourabilit

yPurchase

Intent

+7.9%

+59.5%

+47.8%

AdAwareness

MessageAssociation

+6.1%

+8.4%

+12.7%

+3.0%

+11.8%

+2.6%

+2.9%

%

DESKTOP IS A PROVEN MEDIUM

Source: MarketNorms for Desktop, last 3 years, N=941 campaigns

AdIndex for Mobile Norms;, last 3 years, N=114, campaigns, Change = Exposed-Control

Average brand metric changes for mobile and online campaigns

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BrandFavourabilit

yPurchase

Intent

+7.9%

+59.5%

+47.8%

AdAwareness

MessageAssociation

+6.1%

+8.4%

+12.7%

+3.0%

+11.8%

+2.6%

+2.9%

%

BUT MOBILE IS TWICE AS EFFECTIVE




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…FOUR TIMES AMONG AFFLUENTS



Average brand metric changes for top 20% income earners: mobile vs. desktop campaigns

+4.7%

+71.4%

+63.2%

+12.5%

+16.8%


BrandFavourabilit

yPurchase

Intent

AdAwareness

MessageAssociation

+12.7%

+2.4%

+16.2%

+3.3%

+2.7%

%

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%

MOBILE IS TWICE AS IMPACTFUL AMONG AFFLUNTS



Average brand metric changes for mobile campaigns: top 20% vs. rest of population


BrandFavourabilit

yPurchaseIntent

+4.7%

+71.4%

+63.2%

AdAwareness

MessageAssociation

+12.5%

+16.8%

+49.1%

+4.5%

+32.4%

+3.4%

+4.7%

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THE PRIME FORMATS

Full-Page Interstitial

Banner(300x50)

MPU Banner(300x250)

Sponsorship Button

Pre-roll

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THEY PAY ATTENTION

Source: Affluent Connection, Millward Brown, 2013Q.45 How much attention did you pay to the advert?

Paid attention to the ad AffluentConsumers

% uplift vs general population

MPU 80% +1%

Full-Page Interstitial 79% +3%

Pre-roll 76% -5%

Sponsorship Button 70% +6%

Banner 69% +1%

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AFFLUENTS SEE ADVERTISING FORMATS MORE POSITIVELY

Source: Affluent Connection, Millward Brown, 2013Q.44 Overall, how favourable was your experience with the above

advertising?

Very favourable / somewhat favourable

AffluentConsumers

% uplift versus general population

Pre-roll 40% -%

MPU 39% +15%

Full-Page Interstitial 32% +10%

Sponsorship Button 28% +22%

Banner 28% +22%

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AND TAKE POSITIVE ACTION

11%

more likely they would like, follow or comment about the brand on Facebook or Twitter

12% 21%

more likely to visit the brand’s website

more likely to look for the brand in a store or

purchase the product / use the service

Source: Affluent Connection, Millward Brown, 2013Q48. After viewing the ad, how likely are you to: Like,

follow or comment about the brand on Facebook or Twitter?

18%

more likely to recommend a brand to friends/family

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IT’S WHAT YOU DO THAT COUNTS

Source: Affluent Connection, Millward Brown, 2013Q35. More specifically, in the past 4 weeks, which of the following actions

have you taken as a result of seeing one of the below formats of advertising?

A third have interacted with a mobile ad in the last four weeks

Acted on seeing an ad on their mobile phone in the last four weeks

Banner ads on mobile 29%

Full-screen ads on mobile 28%

Video ads on mobile 29%

Acted on seeing an ad on their tablet in the last four weeks

Banner ads on tablet 29%

Full-screen ads on tablet 27%

Video ads on tablet 29%

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CATCH UP WITH YOUR AUDIENCE…Recognise the changing media habits of affluent consumers. Understand how they spend their time now and be where they are

Mobile advertising is effective, even more so among affluent consumers

Affluent consumers engage and take action with mobile advertising

Technology is driving the change - a faster adoption of the trend is vital

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The BBC Audience

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BBC USERS LOVE THEIR MOBILES

Source: Affluent Connection, Millward Brown, 201331. When thinking of your mobile phone, please indicate

how strongly you agree or disagree with the following statements.

1020304050607080

% agreeing with statement

Mobile phone makes me more efficient

Mobile phone is indispensible as I am always on the go

Mobile phone is primary tool for organising personal life

Mobile phone is primary tool for organising work life

BBC audience is 31% more likely to own the latest handsets

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GETTING THE JOB DONE

Source: Affluent Connection, Millward Brown, 2013Q.6. Which of the following best describes how

frequently you access the Internet (excluding apps) from your mobile devices?

Q17. Do you use your mobile device for business?Q31. When thinking of your mobile phone/tablet, please

indicate how strongly you agree or disagree with the following statements.

Compared with other affluent consumers they are:

more likely to use their phone forwork

37%70%more likely to agree that an increasing amount of work isaccomplished on the phone

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BBC USERS LOVE NEWS ON THE GO…

Source: Affluent Connection, Millward Brown, 2013Q22. Thinking about how you use your mobile device compared to a PC or

laptop; which of the following activities do you prefer using your mobile device for rather than a computer?

Q27. Of the different types of apps installed on your mobile phone, how often do you use them?

16. How much do you agree with the following statements?

65%

Halfof theBBC audience prefer using their mobile devices to their desktop to access the news

more likely to discuss interesting news stories

with others in online chat forums/blogs

than other affluent consumers

more likely to share news stores on their mobile device than their desktop

100%

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…AND EXPECT RICHER CONTENT

Source: Affluent Connection, Millward Brown, 2013Q21. You said that you use your mobile phone for news-related content. Which of these do you do when browsing news-related

content?

24%Watch news videos

43% +79%

Watch live news streaming

16% 32% +100%

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BUILDING BRANDS WITH BBC MOBILE

Source: Affluent Connection, Millward Brown, 2013Q22. Thinking about how you use your mobile device compared to a PC or

laptop; which of the following activities do you prefer using your mobile device for rather than a computer?

Q27. Of the different types of apps installed on your mobile phone, how often do you use them?

16. How much do you agree with the following statements?

brands should be advertising on mobile

Compared with other affluent consumers those using the BBC are twice as likely to agree that:

brands who use mobile advertising are more desirable

mobile advertising helps them connect to brands

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Appendix

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iPHONES OWNERSHIP RELATIVELY GREATER AMONG AFFLUENTS


Affluent consumers General population

iPhone 42% 30%

Android phone 51% 57%

Windows phone 8% 6%

Blackberry 9% 5%

Other smartphone 7% 10%

Small tablet e.g. iPad Mini, Kindle Fire, Nexus 7, etc

13% 12%

Large tablet e.g. iPad, Nexus 10, Galaxy Note 10, etc

27% 16%

Any tablet 36% 26%

iPhone 54% 32%

Android 45% 54%

Windows 5% 6%

Blackberry 2% 7%

Other 8% 8%

Tablet 43% 30%

Large 37% 21%

Small 9% 11%

iPhone 21%

Android 69%

Windows 17%

Blackberry 24%

Tablet 30%

Large 19%

Small 14%

iPhone 57%

Android 63%

Windows 14%

Blackberry 11%

Tablet 41%

Large 34%

Small 18%

iPhone 47%

Android 40%

Windows 7%

Blackberry 4%

Tablet 37%

Large 30%

Small 12%

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Source: Affluent Connection, Millward Brown, 2013Base: all affluent consumers (3,000)

…BUT VARIES BY COUNTRYSWEDEN

INDIA

GERMANY HONG KONG

AUSTRALIA

iPhone 46%

Android 40%

Windows 5%

Blackberry 7%

Other 5%

Tablet 35%

Large 23%

Small 16%

UNITED STATES

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MOBILE DRIVES BRAND AWARENESS AND POSITIVE PERSUASION

Source: AdIndex for Mobile Norms through Q4/2012; Overall Mobile N=114, campaigns, Sample = 436,016

Change = Exposed-Control

Average change in metrics per mobile campaign among all respondents globally

Purchase Intent

Brand Favourability

Message Association

Aided Brand Awareness

Ad Awareness

45.1

50.8

17.8

59.6

20.5

48.9

53.9

26.3

61.4

32.7

Ex-posed

TOTAL POPULATION MOBILE

+59.5%

+7.9%

+47.7%

+6.1%

+8.4%

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38.0

45.6

16.9

72.5

30.0

39.1

46.8

19.0

74.7

33.8

Ex-posed


BrandFavourabilit

yPurchaseIntent

+7.9%

+59.5%

+47.7%

AdAwareness

MessageAssociation

+6.1%

+8.4%

32.7

20.5

53.9

61.4

17.8

26.3

56.9

48.9

50.8

45.1

+12.7%

+3.0%

+11.8%

+2.6%

+2.6%

%

TWICE THE POWER OF DESKTOP




52

%

TWICE THE POWER FOR AFFLUENTS




21.4

57.2

17.6

46.7

42.7

31.9

59.8

23.3

48.3

44.7

Ex-posed


BrandFavourabilit

yPurchaseIntent

+4.7%

+71.4%

+63.8%

AdAwareness

MessageAssociation

+12.5%

+16.8%

38.4

22.4

43.2

66.2

17.4

28.4

63.2

37.5

38.4

32.1

+49.0%

+4.7%

+32.9%

+3.4%

+4.7%

53

37.0

46.1

14.2

78.6

29.1

38.0

47.6

16.5

80.5

32.8

Ex-posed

%

FOUR TIMES THE POWER OF DESKTOP



Average brand metric changes for top 20% mobile vs. Top 20% online income earners


BrandFavourabilit

yPurchaseIntent

+4.7%

+71.4%

+63.8%

AdAwareness

MessageAssociation

+12.5%

+16.8%

38.4

22.4

43.2

66.2

17.4

28.4

63.2

37.5

38.4

32.1

+12.7%

+2.4%

+15.5%

+3.3%

+2.4%