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©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
Communities
©TNS 2012
MobileFirst
What times in a day is your mobile more than 1 meter away from you?
©TNS 2012
Mobile Circle of Trust
©TNS 2012
International FramingMobile Life 2012
©TNS 2012
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
©TNS 2012
The NetherlandsMobile Life 2012
©TNS 2012
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
MOBILE 360
a 360° view on mobile behaviour
©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
Mobile is app...
95%
©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)
©TNS 2012
Wally TasAccount Director TSN [email protected]
@wallytas#TNS_NIPO
+31 6 103 601 47
#thankyou