Upload
others
View
3
Download
0
Embed Size (px)
Citation preview
A Mobile Future
Job: 47313November 2013
What We Did And Why We Did It…
⁄ IAB commissioned RED C to assess current customer attitudes towards and usage of mobile and tablets in Ireland, while also developing an understanding of expected usage in the future.
⁄ The context for this study was to enable advertisers to better understand the mobile advertising opportunity in the Irish Market.
⁄ In order to do this, a two phase approach was taken:
1. Online survey with smartphone users – capturing customer behaviour on a micro level.
2. Expert interviews with industry experts – collecting an in-depth evaluation of current and future usage on a macro level.
⁄ All quantitative fieldwork was conducted between 15th – 23rd
October, while qualitative research took place between 1st –6th November.
Who We Spoke To
⁄ 15 minute online surveycompleted by 400 smartphoneowners aged 16+
⁄ The margin or error for this sample at a 95% confidence level is +/- 4.9%
⁄ All respondents were recruited using our RED C Live Panel of over 24,000 members.
⁄ Quotas were set in terms of gender, age, social class and region to ensure a nationally representative sample.
+Draws on research carried out at the start of year across the globe by WIN Gallup International for the GSMA.
⁄ 6 in-depth interviews with industry experts:
‒ Justin Cullen MD, Radical
‒ Kevin FoleyCommercial Director, Adforce
‒ Fintan LonerganMD, O2 Media
‒ Shenda LoughnaneHead of Digital, Aegis Media
‒ Garret O’BeirneHead of Digital, OMD
‒ Michelle O’KeeffeMD, Electric Media
How is mobile ownership and usage growing?
The Rise of Mobile Technology Ownership in Ireland
32
5462
Apr-12 Jun-13 Jun 14?
Smartphone Ownership
9
3042
Apr-12 Jun-13 Jun 14?
Tablet Ownership
Smartphone Ownership in Ireland Ahead of Other Major European Countries including Spain, Belgium, Portugal and Italy
80
6865
63 62 61 61 6158 57
5551 51 50
5050 49 47
44 4442 41 41
36
32 31 3129 28 28 26 26 24
22 22 22 21 20 20 20
16 15 14 1411 11 10 9 9 9 7 6 6
2
Sin
gap
ore
Leb
ano
n
Swed
en
Au
stra
lia
Swit
zerl
and
Ch
ina
Ind
ia
Ko
rea,
Rep
(So
uth
)
Ho
ng
Ko
ng
Sau
di A
rab
ia
Un
ite
d K
ingd
om
Un
ite
d S
tate
s
Ger
man
y
Sou
th A
fric
a
Ire
lan
d
Fran
ce
Can
ada
Ru
ssia
n F
ed
era
tio
n
Ke
nya
Bra
zil
Au
stri
a
Fin
lan
d
Ice
lan
d
Spai
n
Ukr
ain
e
Jap
an
Be
lgiu
m
Iraq
Aze
rbai
jan
Po
rtu
gal
Po
lan
d
Mal
aysi
a
Mo
rocc
o
Ph
ilip
pin
es
Cze
ch R
epu
blic
Ital
y
Pal
est
ine
Mo
zam
biq
ue
Turk
ey
Co
lom
bia
Arg
en
tin
a
Ecu
ado
r
Serb
ia
Mac
ed
on
ia
Tun
isia
Bo
snia
an
d H
erze
govi
na
Bu
lgar
ia
Pe
ru
Arm
enia
Ro
man
ia
Cam
ero
on
Afg
han
ista
n
Pak
ista
n
Geo
rgia
Smartphone Ownership Across the WorldIreland
Western Europe
%
Source: WIN GIA GSMA Survey Jan 2013
We Love Our Smartphones
62%Cannot live without their phone
68%Reach for their
phone when bored
54%Love to find
new apps/ ways of using
the phone
“It’s the early days of smartphones.
Everything is exciting and people like to show
off new apps and functions to friends.”
“The smartphone is seen as my channel to the real
world.”
Mobile Now More About Online
41%of smartphone owners use their
mobile more for online than calls/text
26%of tablet users feel that it has replaced their PC
“The smartphone allows customers to have information at their
fingertips. This is a game changer.”
“Mobiles are becoming less and less about communication and more
about life.”
Time Spent Online is Growing
2hours
2.5hours
3hours
Hours Online per day for personal reasons
2009 2011 2013
Driven by a Rise in Time Spent Online through Mobile Devices
10.5
131
3 0 5
45
100
154 10
0
20
40
60
80
100
120
140
Smartphone Desktop/laptop Tablet Smart TV Gaming
Chart Title
2011 2013
Minutes Online per Day by Product Type
26% of tablet owners state
that it has replaced their PC
“Consumers go online in the morning when turning off their alarms. Then when commuting to work. Then in
lunch break. Again, late evening.”
Frequency of Online Interaction by Device is High
• (Base: All Who Use Device To Go Online)
(Q.13)
78 86
4224 13
1512
42
3833
Smartphone Laptop/desktop Tablet Smart TV Gaming
Monthly
Daily
What are the opportunities in changing usage?
Dual Screen Activities Provide Opportunities
66%
23% 89%34%
46%
80%WeeklyWeekly
Less Often
Less Often
NeverNever
Browse Smartphone/tablet while watching TV
Browse info on Smartphone/tablet relevant to what you’re watching
“This opens up new ways of talking to
consumers, for example Shazam for exclusive content and offers.”
“Dual screening puts an emphasis on live TV. People want to be part of the social media conversation.”
Mobile Relationship With In-Store Purchases
• (Base: All Who Use Device To Go Online)
(Q.13)
207
Find products/service info on
phone while in a store
%
Purchaseproduct online
having viewed in store
%
6880Ever
Weekly
“Some retailers in the UK have showrooms
where you can see the product but you have to
buy online.”
“This is a big challenge for retailers. Consumers can check competitor prices while in your store and
even buy online.”
Direct Purchasing Online Through Mobile
• (Base: All Who Use Device To Go Online)
(Q.13)
9 9
Purchase online using
a tablet%
Purchase online using Smartphone
%
7460
Ever
Weekly
“While mobile has a high share of online
consumption, it continues to struggle in terms of spend. PCs are still preferred for
bigger purchases.”
“With time, purchasing will move towards smaller
screens. We are currently conditioned to use PCs for
bigger purchases; it offers a sense of comfort and
security.”
So what is the best way to reach consumers through mobile?
The Use of and Application of Apps
6
13
19
74
Smart TV
Desktop/laptop
Tablet
Smartphone
Column113%of all time spent online is via apps, this translates to
26 minutes per
day
Use of apps via Smartphone accounts for a much higher proportion of
time spent online
“There is a disconnect between app download and usage. Usability is
dependent on the downloader having a relationship with the app.”
12 Month Future Projection for Apps(Base: All Going Online Through Device)
(Q.14)
52%
44%
47%
Expect to Increase App Usage by
Device
54%
Love to check out new apps/find
new ways to use their smartphone
“With more mobile optimised websites, apps could diminish in
importance.”
Mobile Optimised Websites
• (Base: All Who Use Smartphone To Go Online; n=400)
(Q.18/19a/b)
87%are interested in mobile
optimised websites
“The entire journey need to be mobile optimised…a final click to a badly optimised landing page destroys a campaign”
“Companies need to prioritise the mobile: Mobile first, PC last. Mobile
sites need to be transactional”
What are the future consumer desires for mobile?
Future Technology Preference and Interest
• (Base: All Who Use Smartphone To Go Online; n=400)
(Q.18/19a/b)
2
15
6
7
7
20
17
17
3
12
7
8
14
13
13
17Universal remote control
Cloud
4G
Product scanner
Location based information
Location based offers
Mobile wallet
Shopping partner
1st Preference%
2nd Preference%
Very interested%
55
52
50
46
42
38
36
23
20%
13%50%
The Speed of 4G is Key Interest - Increased Streaming!
Very Interested
1st Preference%
2nd Preference%
4G“The concerns of high bills are
gone with flat fees for data usage”
“The need for speed appears to be unlimited – consumers want to watch movies, download music, play games
on their phone from everywhere without any delay.”
17%
13%52%
Cloud Demand to Enable On-the-Go Content
Very Interested
1st Preference%
2nd Preference%
Cloud “Immediate access to your photos, music, files from everywhere. You don’t need to worry about what
device to bring”
“One of the key worries about phones is loss of information – the cloud
technology solves this”
17%
17%55%
Taking Control Through Smartphones
Very Interested
1st Preference%
2nd Preference%
Universal Remote Control
“It’s difficult to predict whether this will happen. It is exiting but does it offer any real consumer
benefits?”
“Your fridge will tell your phone that you are out of milk and you can press
a button to order”
15%
12%
36%
Taking Control Through Smartphones
Very Interested
1st Preference%
2nd Preference%
Mobile Wallet“Mobile wallet and payments will be big. But consumers need to feel safe
with having everything on their phone.”
49%limit their smartphone usage due to security
concerns
“Life is being continuously outsourced to our smartphones.”
How do we ensure mobile advertising is well received?
Mobile Advertising – Friend or Foe?
Only 19% claim to be specifically
interested in advertising funded
content
19%
“Mobile advertising is a value exchange, make it relevant and people are prepared to accept
advertising.”
“Advertising must be personalised; less noise, more
relevance.”
Mobile Advertising – Friend or Foe?
BUT
35%
61%
think its fine for companies to advertise in return for great Apps, Games etc.
believe ads on their mobile are valuable
“If given a choice, most would prefer ads over
paying to watch movies or videos online.”
“We still need to work out how ads on mobile can become as effective
as ads on PC.”
100
9288
85 85 85 84
77 7775 74
72 72
67
62
6161 60
58 58 58 56 55 54 54 54 54 53 52 51 50 5047 46 46
44 4240 40 39 39 39 37 37
3430 29 29 28
26 26 25
2018
0
10
20
30
40
50
60
70
80
90
100
Ch
ina
Ken
ya
Mo
zam
biq
ue
Ph
ilip
pin
es
Bra
zil
Afg
han
ista
n
Pal
esti
ne
Cam
ero
on
Mal
aysi
a
Ind
ia
Leb
ano
n
Sou
th A
fric
a
Ko
rea,
Re
p (
Sou
th)
Mo
rocc
o
Co
lom
bia
Irel
and
Turk
ey
Sin
gap
ore
Cze
ch R
epu
blic
Ital
y
Tun
isia
Un
ited
Sta
tes
Iraq
Per
u
Po
rtu
gal
Ru
ssia
n F
eder
atio
n
Pak
ista
n
Ecu
ado
r
Ukr
ain
e
Po
lan
d
Sau
di A
rab
ia
Serb
ia
Mac
edo
nia
Ho
ng
Ko
ng
Jap
an
Bu
lgar
ia
Spai
n
Aze
rbai
jan
Au
stri
a
Un
ited
Kin
gdo
m
Au
stra
lia
Fran
ce
Can
ada
Ro
man
ia
Icel
and
Swit
zerl
and
Ge
org
ia
Fin
lan
d
Bel
giu
m
Ge
rman
y
Arg
enti
na
Swed
en
Bo
snia
an
d H
erze
govi
na
Arm
enia
%
More People in Ireland, than in Any Other Country in Western Europe, Believe Ads on their Mobile are Valuable
Ireland
Western Europe
Whether Ads on Mobile are Valuable
Ads On My Mobile Are Most Valuable When They Are…
33%
14%
21%
28%
4%
11%7%
21%
56%
5%
19%
6%
36%34%
4%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Relevant to myinterests
Relevant to mycurrent location
Save me money Not valuable to me Not sure
Global N=54,121 Western Europe N=12,918 Ireland N=1,000
…Irish people are much more likely to see mobile ads as valuable, particularly if they save the owner money!
Second only to Portugal across the world!
The Challenges with Mobile in your Plan
Key Challenges to Successful Implementation
Mobile
Putting Mobile at the heart of your
ad plan
Keeping up with
Consumers & Technology
Being Relevant
and Contextual
Providing Value & Enabling
Easy Redemption
Putting Mobile at the heart of your plan…
⁄ “Companies need to prioritise the mobile: Mobile first, PC last. Mobile sites need to be transactional”
What do we need to do:
Put mobile at the start of your campaign, and work out from that
New advertising model – internet advertising model unlikely to be fit for mobile “Creativity is key, there is a need to redefine advertising”
Ensure every aspect of the campaign and our online offering across the board is optimised for mobile
Ensure your campaign can be utilised cross platform, whatever device is used
“The entire journey need to be mobile optimised…a final click to a badly optimised landing page destroys a campaign”
Keeping up…
⁄ “Early days” – lots of trial & error
⁄ Functions/apps liked for fun/novelty but this will change as market mature – need for relevance and context
⁄ Lots of development are consumer driven - demand for 4G, Cloud and Taking Control
What do we need:
Convergence of platforms – “Technical issues are the biggest barrier to growth”
Keep abreast of ever changing consumer needs and usage
Introduce technologies/apps that cover real needs in the market place, utilise the mobile phone technologies and are contextual – “Avoid too many fads”
“Too many companies try something in blind,
we need a more planned approach to
optimise this platform.”
“Customers are there; the market
needs to catch up.”
Being Relevant and Contextual…
⁄ Consumers are open to advertising content – more so in Ireland than other countries
⁄ Managing frequency is important – you don’t mind if the message or offer is relevant.
What do we need:
Be relevant/contexual
Utilise phone functionalities, e.g. GPS, contacts, etc.
Utilise new technologies, e.g. near field or Shazam
“Think about mobile as a connection point throughout the day, and make campaigns
that build on this.”
1. Run media platforms to provide rich content rather than run straight to an app,
2. Use technology built in to the phone to engage,
3. Optimise final landing page
“Smartphone advertising allows for deeper, richer levels of
engagement with consumers.”
Providing Value & Enabling Easy Redemption…
⁄ Mobile gaining importance for entertainment & search but remains behind PC in terms of spend
⁄ “Consumers set aside time for complex transactions. They log onto their computer and complete transactions there”
⁄ Lack of transactional functionalities on mobile is the key barrier for growth – non-optimised sites, small screen, lack of keyboard – concerns about security is much less of an issue.
What do we need:
Mobile/tablet optimised sites for transactions
Reward (e.g. vouchers/discounts) for purchasing through these channels – to prompt further use
“Often mobile sites provide rich product information but then link to PC website for
buying.”
“Smartphone’s are the dominant internet
connection and the market needs to realise that: Mobile first, PC last.”