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Consumer Adoption of Connected Devices & Impact on Media Planning - a joint study by InMobi & Mobext
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CONSUMER)ADOPTION)OF)CONNECTED)DEVICES)AND)IMPACT)ON)MEDIA)PLANNING)INDIA:&SEP&2012&
Se4ng)the)Context)
Mobile)devices)are)the)#1)channel)for)media)
▪ !The!average!mobile!web!user!in!India!consumes!5"hours"of"media!daily.!
▪ Mobile!devices!represent!33%!of!this!;me.!
Rapidly)growing)mobile)internet)usage)surpassed)more)highly)moneLzed)desktop)Internet)usage)in)May’2012,)in)India)
Growth)in)technology)adopLon)
▪ One!tablet!generates!as"many"website"visits"as"four"smartphones."
▪ By!the!end!of!Q1!2012!smartphones!accounted!for!6.1%"of"site"visits"compared"to"4.3%"on"tablet."
Ref:!Adobe's!Digital!Index!Report!
Device!Shipments!2009J2011!
Website!Visits!Q1!2012!
54.24%"of"Indian"Desktop"Users""&"56.3%"Smartphone"users""
are"likely"to"Purchase"a"Tablet"in"next"6"Months!"
Background)
In!early!2012!InMobi,!the!largest!independent!mobile!ad!network,!partnered!with!Mobext,!the!mobile!marke;ng!network!of!Havas!Digital,!to!conduct!a!study!to!bePer!understand!how!consumers!are!using!mobile!connected!devices!and!
how!they!fit!into!the!decisionJmaking!process.!
Research)ObjecLves)
! To!conduct!the!first"global"on"device"study"of!consumer!use!of!tablets,!smartphones!and!laptops!
! To!understand"the"difference"in"usage"and"behaviour"across!the!3!devices!
! To!iden;fy!the!role"that""connected""devices"play"in"the"path"to"purchase"
Research)Methodology)
▪ OnJdevice!survey!distributed!via!InMobi's!global!mobile!ad!network!
▪ Currently!9,400!responses!across!7!markets!▪ Indian"Respondents":"2820"
▪ Full!range!of!smartphones!and!tablets!across!all!major!mobile!OS!plaXorms.!
Findings/Results)
This!is!a!!!Love"Story
96%"of!the!respondent!regularly"use"
their"smartphone"
49%"of!the!respondent!will"spend"more"in"the"future"on"Laptops"
36%"would!not"want"to"be"
separated"from"their"tablet"
Overall)daily)Lme)spent)on)digital)devices)
176.3 Minutes
247.6 Minutes
136.3 Minutes
An"average"Indian"spends"more"
Sme"on"his"Smartphone"than"a"Desktop"or"a"Laptop"
Average"Sme"spent"by"an"Indian"on"all"devices"
Smartphones)&)Tablets)used)for)a)wide)variety)of)acLviLes)
Average!number!of!ac;vi;es!different!devices!are!used!for!
!2.6"
Communicated!with!a!friend! Banking!
Communicated!for!business!purposes! Finding!out!informa;on!
Shopping! Entertainment!
!3.2"!2.9"
Smartphones)&)Tablets)used)for)a)wide)variety)of)acLviLes)
Desktops!&!Tablets!are!used!in!equal!measure!for!both!funcSonal"and"entertainment"whereas!Smartphones!used!as!Entertainment"and"communicaSon"device!!
Print)readership)&)Physical)Shopping)migrates)to)the)Connected)devices)
27.4)
20.0)25.2)
34.5)27.7)
5.2)
16.4)
21.9)
18.3)18.8)
24.1)
21.1)
16.3)
17.8)
30.5)
21.5)
27.5)
30.5)
29.5)
29.5)20.5)
0)
10)
20)
30)
40)
50)
60)
70)
80)
90)
100)
Watched"TV" Read"a"newspaper"(in"
print)"
Read"a"magazine"(in"print)"
Listened"to"the"radio"(on"a"radio"
set)"
Read"a"book"(in"print)"
Accessed"the"internet"via"a"
laptop"/"desktop"
Gone"shopping"in"a"physical"
store"
AcSviSes"people"do"less"a\er"buying"a"Laptop,"Smartphone"or"a"tablet"
Media)Content)consumpLon)through)connected)devices)
!J!!!!
!50.00!!
!100.00!!
!150.00!!
!200.00!!
Several!;mes!a!day!
Once!a!day! Several!;mes!a!week!
1!hour!–!2!hours!
Less!than!one!week!
Frequency"of"accessing"media"content"from"connected"devices"
An"average"Indian"access"Media"
content"More"from"Tablets"than"a"Smartphone"or"a"Desktop"
Over)50%)in)India)spend)at)least)an)hour)a)day)accessing)media)content)on)their)tablets)
Less"than"5"min"7%"
5"min"–"30"min"31%"
30"min"–"1"hour"28%"
1"hour"–"2"hours"17%"
More"than"2"hours"15%"
None"2%"
66%"of"the"Tablet"user"States"“It"is"easier"to"access"content"on"a"tablet"than"Smartphone"or"Laptop"
Use)of)Connected)Devices)during)the)day!)
0"
10"
20"
30"
40"
50"
60"
6AMd8:59AM" 9AMd11:59AM"12PMd2:59PM" 3PMd5:59PM" 6PMd8:59PM" 9PMd11:59PM"12AMd2:59AM" 3AMd5:59AM"
During!a!Typical!Day,!at!What!Times!Do!Users!Usually!Use!their!device?!
Use)of)Connected)Devices)during)the)day!)
Tablet!use!peaks!between!6pm!and!midnight!–!and!is!mainly!used!at!home!!!Whereas!Smartphone!&!Laptop!usage!is!constant!from!9AM!to!11PM!
Dual)screening)in)India)
36%
34%
41%
- In!India!the"tablet"is"the"preferred"device"to"use"whilst"watching"TV!and!on!average!40%!of!the!tablet!owners!use!their!tablets!whilst!watching!TV"
Shopping)in)India)is)now)more)likely)to)take)place)on)Tablets)
34%
11%
32%
ImplicaLons)
ImplicaLon)for)Media)Planners)1)
▪ Op0mize&campaigns&by&strategically&choosing&the&channels&that&most&align&with&their&campaign&goals.&
▪ &Whether&this&is&building&awareness,&
▪ &Communica0ng&more&detailed&informa0on&or&&
▪ &Delivering&on&performance&goals.&&
▪ Mobile&connected&devices&must¬&be&seen&as&providing&just&another&digital&channel&for&consumers.&
▪ Planners&can&take&advantage&of&their&unique&roles&in&the&consumer&decision-&making&process.&
▪ &To&create&a&holis0c&adver0sing&strategy&with&mul0ple&integrated&channels,&each&contribu0ng&specialized&capabili0es.&
▪ &An&complemen0ng&other&media&to&deliver&increased&response&and&engagement&levels.&&
ImplicaLons)for)Planners)a2)
▪ Planners&should&seek&opportuni0es&to&measure&the&connected&device&path&to&purchase&and&use&this&for&device&aOribu0on&weigh0ng.&&
▪ These&devices&also&provide&the&opportunity&for&planners&to&use&loca0on&data&to&develop&contextually&aware&campaigns&over&0me.&&
▪ And&while&tablets&are&mostly&used&at&home,&larger&screen&sizes,&apps,&and&unique&features&such&as&accelerometers&provide&far&richer&and&more&innova0ve&engagement&experiences;&be&sure&to&exploit&this.&&
▪ The&larger&size&of&tablets&tends&to&encourage&more&sharing&within&the&family,&while&small&form&devices&such&as&smartphones&lend&themselves&to&more&personal&usage.&&
▪ This&has&implica0ons&for&adver0sers.&Adver0sing&big-0cket&items&such&as&cars&and&holidays&are&usually&joint&decisions;&tablets&can&be&a&great&way&to&reach&mul0ple&decision&makers&in&a&household&through&ads&and&social&media.&&
▪ Shared&usage&behavior&may&change&as&tablet&prices&fall,&but&for&now&tablets&deliver&an&avenue&to&the&shared&decision&making&process.&&
ImplicaLon)for)Planners)a3)
▪ Dual&Screening&has&a&huge&impact&in&genera0ng&insight&
▪ Planners&can&lify&offline&with&tablets&for&dual&screening,&or&smartphones&for&print.&
▪ &According&to&Nielsen,&dual&screened&display&really&works&to&lify&brand&awareness.&&They&mark&tablets&and&TV&in&concert&as&1.7&0mes&more&effec0ve&at&driving&brand&recall&than&TV&adver0sing&alone.&&
▪ Challenge&planning&and&buying&communi0es&to&collaborate&together&and&sync&their&spot&and&content&placements,&including&TV,&digital,&and&mobile,&to&capitalize&on&the&dual&screen&targe0ng&opportunity&-&and&see&campaign&effec0veness&metrics&drama0cally&improve.&&
)ImplicaLons)on)the)Purchase)Funnel.)
▪ Awareness&|&Reach&consumers&on&smartphones&and&tablets,&as&they&browse&throughout&the&day&and&find&new&products&&
▪ Research&|&smartphones&are&used&for&finding&more&informa0on&and&engaging&in&dialogue&with&a&brand.&Use&this&channel&to&provide&more&detailed&product&informa0on&and&communicate&brand&messaging&&
▪ Shop&|&smartphones&are&used&to&consult&with&peers,&plan&purchases,&and&make&decisions;&engage&consumers&here&to&be&part&of&the&decision&making&process&&
▪ Buy&|&tablets&and&personal&computers&are&the&preferred&devices&for&actually&making&purchases.&Target&tablet&users&in&the&evening,&when&usage&is&highest&and&high&value&lean-back&browsing&occurs&&
Conclusion)
▪ We’ve&approached&the&point&where&the&new&retail&impera0ve&demands&that&brands&have&a&mobile&commerce&feature&enabled&for&customers&using&connected&devices.&
▪ &These&customers,&we&can&demonstrate,&are¬&simply&on-the-go&and&searching&for&their&favorite&brands&on&their&devices.&&
▪ They&are&also&doing&this&at&home.&We&know&that&people&love&to&browse&and&increasingly&shop&through&their&tablets.&The&tablet&should&therefore&be&perceived&as&an&extension&of&your&high-street&and&online&shop&windows,&and&be&ready&for&trade.&&
▪ Mobile&display&media,&paid&and&organic&mobile&search,&and&of&course&above&the&line&TV&prompts&in&the&home&will&all&bring&expectant&customers&to&your&shop&door.&
▪ &Your&client’s&customers&are&already&searching&for&their&favorite&retail&brands&on&smartphones&and&tablets&-&just&look&into&the&available&web&analy0cs&-&are&your&clients&ready?&&