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Mobile 360: eerste NL bereiksonderzoek voor mobile devices

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Kantar TNS
Kantar TNS

Echt weten wat mensen doen met hun mobiel? TNS NIPO onderzocht het, door het plaatsen van een app. Benieuws naar de resultaten?

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©TNS 2012 1
©TNS 2012
©TNS 2012 3
©TNS 2012 4
©TNS 2012 5
Convenience Experience Independence Transparency Relevance ©TNS 2012 6
I feel I am „always connected‟ to the Internet 44% ©TNS 2012
Mobile drives NOW ©TNS 2012
©TNS 2012
©TNS 2012
©TNS 2012
Convenience ©TNS 2012
Transparency ©TNS 2012
Experience ©TNS 2012
©TNS 2012 15
©TNS 2012 16
Mobile‟s purpose varies hugely – from a supplementary device in established markets % agree % disagree Netherlands South Korea China Ghana “I would be happy doing all my Internet surfing via my mobile” “I would like to access the Internet more on my mobile phone, if it were more convenient, or had higher speed or connectivity” 17 ©TNS 2012
To a primary device, restricted by connectivity and functionality problems % agree % disagree Netherlands South Korea China Ghana “I would be happy doing all my Internet surfing via my mobile” “I would like to access the Internet more on my mobile phone, if it were more convenient, or had higher speed or connectivity” Source: B1; Activity frequency Base: Mobile users; 416, 614, 1304, 636 18 ©TNS 2012
To the only device available in the developing markets, with no PC heritage % agree % disagree Netherlands South Korea China Ghana “I would be happy doing all my Internet surfing via my mobile” “I would like to access the Internet more on my mobile phone, if it were more convenient, or had higher speed or connectivity” Source: B1; Activity frequency Base: Mobile users; 416, 614, 1304, 636 19 ©TNS 2012
©TNS 2012 20
Pilot backgrounds 14th of January - 14th of February 2012. 217 ©TNS 2012 21
69 minutes ©TNS 2012 22
©TNS 2012 23
Mobile is app... ©TNS 2012 24
total time spent on mobile websites total time spent on applications ©TNS 2012 25
Penetration (% of total) Applications Mobile websites ©TNS 2012 26
In welke applicatie wordt de meeste tijd gestoken? ©TNS 2012
©TNS 2012 28
+/- 3000 apps 100% 90% +/- 12000 80% websites 70% 60% 50% 40% 30% 20% 10% 0% 1 10 100 1.000 10.000 Total spend time (hours) (App) Total spend time (hours) (websites) ©TNS 2012 29
Convenience Experience Independence Transparency Relevance ©TNS 2012 30
Leuker maken ©TNS 2012
Eenvoudiger maken ©TNS 2012
Makkelijker maken ©TNS 2012
Makkelijker maken ©TNS 2012
Convenience Experience Independence Transparency Relevance ©TNS 2012 35
Remy Bleijendaal Digital Consultant TNS NIPO remy.bleijendaal@tns-nipo.com 06-24242911 @remybleijendaal ©TNS 2012 36

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Mobile 360: eerste NL bereiksonderzoek voor mobile devices

  • 6. Convenience Experience Independence Transparency Relevance ©TNS 2012 6
  • 7. I feel I am „always connected‟ to the Internet 44% ©TNS 2012
  • 8. Mobile drives NOW ©TNS 2012
  • 14. Experience ©TNS 2012
  • 17. Mobile‟s purpose varies hugely – from a supplementary device in established markets % agree % disagree Netherlands South Korea China Ghana “I would be happy doing all my Internet surfing via my mobile” “I would like to access the Internet more on my mobile phone, if it were more convenient, or had higher speed or connectivity” 17 ©TNS 2012
  • 18. To a primary device, restricted by connectivity and functionality problems % agree % disagree Netherlands South Korea China Ghana “I would be happy doing all my Internet surfing via my mobile” “I would like to access the Internet more on my mobile phone, if it were more convenient, or had higher speed or connectivity” Source: B1; Activity frequency Base: Mobile users; 416, 614, 1304, 636 18 ©TNS 2012
  • 19. To the only device available in the developing markets, with no PC heritage % agree % disagree Netherlands South Korea China Ghana “I would be happy doing all my Internet surfing via my mobile” “I would like to access the Internet more on my mobile phone, if it were more convenient, or had higher speed or connectivity” Source: B1; Activity frequency Base: Mobile users; 416, 614, 1304, 636 19 ©TNS 2012
  • 21. Pilot backgrounds 14th of January - 14th of February 2012. 217 ©TNS 2012 21
  • 22. 69 minutes ©TNS 2012 22
  • 24. Mobile is app... ©TNS 2012 24
  • 25. total time spent on mobile websites total time spent on applications ©TNS 2012 25
  • 26. Penetration (% of total) Applications Mobile websites ©TNS 2012 26
  • 27. In welke applicatie wordt de meeste tijd gestoken? ©TNS 2012
  • 29. +/- 3000 apps 100% 90% +/- 12000 80% websites 70% 60% 50% 40% 30% 20% 10% 0% 1 10 100 1.000 10.000 Total spend time (hours) (App) Total spend time (hours) (websites) ©TNS 2012 29
  • 30. Convenience Experience Independence Transparency Relevance ©TNS 2012 30
  • 31. Leuker maken ©TNS 2012
  • 32. Eenvoudiger maken ©TNS 2012
  • 33. Makkelijker maken ©TNS 2012
  • 34. Makkelijker maken ©TNS 2012
  • 35. Convenience Experience Independence Transparency Relevance ©TNS 2012 35
  • 36. Remy Bleijendaal Digital Consultant TNS NIPO remy.bleijendaal@tns-nipo.com 06-24242911 @remybleijendaal ©TNS 2012 36