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[email protected]@socialyse.co.uk
Context
Methodology
Findings
Context
8.79.7
0
2
4
6
8
10
2010 2011
Source:Deloitte, State of the Media Democracy Survey 2012
Growth of in-home devices to access media
8.79.7
0
2
4
6
8
10
2010 2011
Source:Deloitte, State of the Media Democracy Survey 2012
Growth of in-home devices to access media
Device growth fuelled by tablets in the UK
Jun Jul Aug Sep Oct Nov Dec Jan2.5
3
3.5
4
4.5
5
Mill
ion
s o
f Ta
ble
t o
wn
ers 72%
growth in only 7 months to Jan 12
Source: comScore Mobilens July 2011- Jan 12, eMarketer
12% of the UK population are now
owners of tablet devices
Device growth fuelled by tablets in the UK
Jun Jul Aug Sep Oct Nov Dec Jan2.5
3
3.5
4
4.5
5
Mill
ion
s o
f Ta
ble
t o
wn
ers 72%
growth in only 7 months to Jan 12
Source: comScore Mobilens July 2011- Jan 12, eMarketer
12% of the UK population are now
owners of tablet devices
The UK is leading the way in technology adoption
Source: Mintel: Digital Trends Spring UK, April 2012, Base 10,000 internet users 16+
29%27%
30%
37%
44%Smartphone
10%9%
12%13%
16%Tablet
Devices used to access the internet in the last three months in France,Germany, Italy, Spain and UK.
The UK is leading the way in technology adoption
Source: Mintel: Digital Trends Spring UK, April 2012, Base 10,000 internet users 16+
29%27%
30%
37%
44%Smartphone
10%9%
12%13%
16%Tablet
Devices used to access the internet in the last three months in France,Germany, Italy, Spain and UK.
Source: InMobi / Mobext – UK
...and UK growth looks set to continue
Almost a third of non tablet owners are likely to purchase one
in the next 6 months
65% of tablet owners agree that tablets will be very common in the
future
Methodology
Methodology
• 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 identify the role that tablets play in the path to purchase
Research Objectives
• On-device survey distributed via InMobi's global mobile ad network
• Currently 8,400 responses across 5 markets• Full range of smartphones and tablets across all major
mobile OS platforms.
Research Methodology
Findings
1. This is a love story
Key Insights
Source: InMobi / Mobext, (UK)
44% would not want to be separated from their tablet
42% say the their tablet has revolutionised the way they
communicate with friends/colleagues
49% share their tablets with family members
Tablet use peaks between 6pm and midnight – and is mainly used at home
Source: InMobi / Mobext - UK
1. This is a love story
2. Addition not substitution - tablet owners spend more time with digital devices
Key Insights
1. This is a love story
2. Addition not substitution - tablet owners spend more time with digital devices
Key Insights
1. This is a love story
2. Addition not substitution - tablet owners spend more time with digital devices
Key Insights
1. This is a love story
2. Addition not substitution - tablet owners spend more time with digital devices
Key Insights
Tablet ownership increases overall daily time spent on digital devices
Laptop owners Smartphone owners Tablet owners
Average time spent using all devices
Source: InMobi / Mobext (UK)
6 hours 3 mins
6 hours 48 mins
5 hours 2 mins
Laptop owners Smartphone owers Tablet owners
France
5 hours 47 mins
5 hours 21 mins
Laptop owners Smartphone owners Tablet owners
South Korea
Laptop owners Smartphone owners Tablet owners
USA
Laptop owners Smartphone owners Tablet owners
India
And this pattern is replicated across markets
Source: InMobi / Mobext
Average time spent using all devices
7 hours12 mins 8 hours
42 mins8 hours3mins
11 hours 46 mins
7 hours 46 mins
7 hours 58 mins 6 hours
19 mins
6 hours 52 mins 5 hours
51mins
9 hours 20 mins
Source: InMobi / Mobext. UK
51% use a tablet to fill what would previously have been “dead time”
1. This is a love story
2. Addition not substitution - tablet owners spend more time with digital devices
3. Tablets are used in equal measure for entertainment and life admin
Key Insights
UK shows the highest levels of dual screening across the globe
Watching TV whilst using device France IndiaSouth Korea UK US Av
Laptop/Desktop 46.7% 36.4% 23.4% 57.0% 50.7% 42.9%Smartphone 34.6% 33.8% 25.1% 47.9% 41.2% 36.5%Tablet 47.3% 41.0% 33.1% 72.0% 58.5% 50.4%
Source: Inmobi / Mobext
3.6 2.73.9
Tablets used for a wide variety of activities
Source: InMobi / Mobext, (UK)
Average number of activities different devices are used for
Communicated with a friend Banking
Communicated for business purposes Finding out information
Shopping Entertainment
Entertainment79%
Communicated with a friend76%
Finding out information66%
Shopping 48%
Communicated with a friend76%
Entertainment70%
Finding out information69%
Shopping61%
Banking54%
Entertainment81%
Finding out information81%
Communicated with a friend78%
Shopping 69%
Banking45%
Banking28%
Communicated for business
34%
Communicated for business
26%
Communicated for business
30%
Source: InMobi / Mobext (UK)
Tablets are used in equal measure for both functional and entertainment
1. This is a love story
2. Addition not substitution - tablet owners spend more time with digital devices
3. Tablets are used in equal measure for entertainment and life admin
4. Media content is easy to access and tablets are having an impact on offline print readership
5. Whilst tablet usage is high across all markets, the UK leads the way in dual screening and purchase
6. Tablets have a key role to play across the purchase funnel
Key Insights
So what does this mean for brands?
CHILL-TERTAINMENT Targeting consumers when they are relaxed
CLOSE AND PERSONALBuilding deeper connections
SYNC ITNothing works in isolation
Purchase FunnelBy LOCATION
INDEX values summary (UK Only)
INDEXAwareness Consideration Active Evaluation Purchase
Post Purchase Experience
Home
LAPTOP / DESKTOP 144 132 141 158 122
SMARTPHONE 124 118 125 125 106
TABLET 168 123 161 174 117
Work / College
LAPTOP / DESKTOP 73 75 73 84 68
SMARTPHONE 86 86 81 82 82
TABLET 76 66 70 79 64
OOH
LAPTOP / DESKTOP 98 90 84 83 75
SMARTPHONE 104 100 92 103 86
TABLET 91 80 86 85 61
Source: Inmobi / Mobext, UK
‘Feel’ is tomorrow’s battleground for customer engagement – Senseg.com
Thank you!
Kieran Bourke, Managing Director, Mobext