Matthew Froggatt (TNS) explains why Mobile is the natural home of social networking showing data about mobile social networking

1. Social goes mobile
The next game changing evolution
The next game‐changing evolution
Matthew Froggatt
TNS Technology
11 March 2010
© TNS 2010 All rights reserved

2. © TNS 2010 All rights reserved

3. 2009 was a difficult year, even for mobiles
2009 was a difficult year even for mobiles
48 Russia
32 France
37 Germany
Sweden
S eden
18
2008 2009 2010
% looking to purchase mobile in next six months
Source GTI 2008/9/10: A15: When looking to make a purchase
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4. …but the world does not stand still…
but the world does not stand still
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5. … and confidence has returned
and confidence has returned
69
48 Russia
32 France
37 38
Germany
Sweden
18
2008 2009 2010
% looking to purchase mobile in next six months
Source GTI 2008/9/10: A15: When looking to make a purchase
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6. Service preferences are shifting to mobile
Service preferences are shifting to mobile
64
53
47
2008 2009 2010
% of messages sent by mobile device (Europe)
Source GTI: I6: Proportion of personal messages sent by different technologies
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7. Mobile ecosystem still dominated by “fixed line” brands
Mobile ecosystem still dominated by fixed line brands
Top regional content providers by usage
Europe
N America Google – 22%
Facebook– 29%
China
Baidu–
Baidu 13%
Dev Asia
Yahoo! – 22%
M East
Google – 30%
India
Yahoo! – 4% Emerg Asiai
Yahoo! – 9%
LatAm
Google
Google – 15%
Africa
Google – 13%
Source GTI: E2: Use of content brands
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8. The success of social
A world of communities
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9. Social networking is a mainstream,
mass‐market behaviour
% Watched a video clip 60
Used Webmail 59
Used internet banking 51
Used Instant Messenger 50
Uploaded photos online
Uploaded photos online 42
Manage your social network profile 40
Listened to LIVE radio online 32
Left a comment on a story on a website 27
Used online office applications 22
Made a phone call online / Used VOIP 22
Uploaded a video online 20
Written a news story / article
y/ 15
Edited/managed own website 15
Used a personalised music service 14
Listened / watched a podcast 14
Written your own blog 13
Used a micro‐blogging service 8
Subscribed to an RSS feed 8
Used an aggregator 6
Activities conducted online in past month (Europe)
Source GWI: Q45: Behavior online
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10. The UK is matching US uptake, but Germany is lagging
The UK is matching US uptake but Germany is lagging
%
49 49
40 42 41 39
35
26
US Europe UK Spain Italy Netherlands France Germany
Managed social network profile in last month
Managed social network profile in last month
Source GWI: Q45: Behavior online
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11. Why? More contacts
Why? More contacts
%
39 low (<10)
( )
45
58 60 55
65 62 63
32 med (10‐50)
d (10 50)
38
25 24 33
27 29 28
30
17 17 17 13 high (>50)
9 9 9
Social Email Microblog Personal Phone calls SMS Friend face Work
network blog to face
to face contacts
face to face
Number of people you stay in touch with through following means
Source GWI: Q86: how many people do you stay in touch with via the following means
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12. Why? More stuff
Why? More stuff
% Emailed / sent messages to friends 65
Uploaded and share photos on your profile
Uploaded and share photos on your profile 53
Instant messaged with friends 48
Written a status update 43
Watched a video 43
Joined a group 41
Played a game 36
Searched for new contacts 36
Installed an application 24
Sent a digital present / gift 24
Uploaded and shared videos on your profile 18
Written a blog 17
Joined a group from a musician / artist
g p / 12
Online dating on your social network 12
Joined a group affiliated / connected with a brand 11 Social networking
Started a group
Started a group 7 activities in past month
activities in past month
Source GWI: Q69 – which of the following activities have you conducted on your social network service in the past month
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13. Why? Choice of interaction level
Why? Choice of interaction level
Depth of interaction
Keeping in contact Sharing moments Sharing life
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14. Social goes mobile
Social goes mobile
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15. Social networking through mobile is making headlines
Social networking through mobile is making headlines
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16. Going mobile
Seamless transition

17. Mobile social networking is booming
Mobile social networking is booming
18
13
Europe ‐ 2009 Europe ‐ 2010 US ‐ 2010
% of mobile users accessing social networks through mobile
% of mobile users accessing social networks through mobile
Source GTI: A29: Types of social networking sites visited (modelled data)
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18. Why? Four key developments
Why? Four key developments
Improving user The growth of Unlimited data Industry‐wide
interface “Now” plans marketing
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19. Once adopted, social networking proves sticky
Once adopted social networking proves sticky
35
27
24 23
17
1 15 15
Social Mobile Download Navigation Download Download Download
networking banking TV/video music games Apps
% daily service users out of all service users
% daily service users out of all service users
Source GTI: B1: Service usage
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20. The UK has high adoption…
The UK has high adoption
23
18
16 16
13
12
10
8
6
US Europe Netherlands Germany France Sweden Spain Italy UK
% of all mobile users accessing social networks
% of all mobile users accessing social networks
Source GTI: B1: Service usage
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21. … but Europe still trails the US in high depth of use
but Europe still trails the US in high depth of use
50
39 41
38
35 33 35
28 30
US Europe Germany Italy Netherlands France Sweden Spain UK
% daily social networking users out of all social networking users
% daily social networking users out of all social networking users
Source GTI: B1: Service usage
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22. This is a youth movement…
This is a youth movement
22
13
5
16‐30 yrs 31‐45 yrs 46+ yrs
% of mobile users accessing social networks through mobile
50
33
17
16‐30 yrs 31‐45 yrs 46+ yrs
% daily social networking users out of all social networking users
% daily social networking users out of all social networking users
Source GTI: B1: Service usage
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23. … and supplements existing connectivity
and supplements existing connectivity
In bed before
orning
In bed during
dinner
ening
Late morning
unch
ening
%
ting
on
on
During lu
Early eve
afternoo
afternoo
Early mo
Commut
During d
morningg
Late eve
Early
sleep
Late
Music 14 13 40 6 10 11 15 14 3 11 12
Internet 5 13 16 15 17 17 15 17 4 18 10
Games 2 4 24 6 13 10 11 15 3 12 10
SMS 5 15 20 20 20 22 25 30 3 19 8
Emails 4 12 13 17 13 17 13 15 4 13 5
IM 6 12 9 9 11 15 12 18 6 20 8
Social
Social
5 14 13 17 19 18 14 18 10 24 20
networking
Light use Heavy use
Most popular usage occasions by activity
Most popular usage occasions by activity
Source GTI: A30: Top three usage occasions for different mobile activities
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24. The gateway to mass adoption of mobile services?
The gateway to mass adoption of mobile services?
66
Download apps
8
63
Watching social video
4
52
Download location maps
Download location maps
5
49
Mobile banking
4
53
Download music
8
45
Navigation services
5
49
Download games
7
44 Mobile social
Blogging networkers
k
2
41 Others
Downloaded TV / video
3
% using services
Source GTI: A22: Feature usage & B1: Service usage.
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25. Social goes Mobile
Wrapping up
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26. Takeout
• Mobile is the natural home of social networking
g
– Handset evolution and payment plans have facilitated adoption
– Adoption in Europe is fast and “sticky”, led by UK
• Social networking provides supplementary usage occasions
• Social network brands have a major opportunity in mobile
– As access points
– As aggregators of services
– A
As enablers of new behaviours
bl f b h i
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27. Social goes mobile
The next game changing evolution
The next game‐changing evolution
Matthew Froggatt
TNS Technology
11 March 2010
© TNS 2010 All rights reserved