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InSites Consulting presents:

                                                  Belgian Media Mapping

                                                  Everything You Need To Know
                                                  about the adoption of new media in Belgium
                                                  Internet - Mobile - iDTV



Mobile adoption & marketing

Facts & insights from the Belgian Media Mapping


December 2008
Next 15 minutes…



                       Mobile adoption, operators & handsets


                       Mobile functions: awareness & use

                       Information via your mobile

                       Mobile marketing
© InSites Consulting




                                                               Source: Belgian Media Mapping 2008   2
What do these people have in common?
© InSites Consulting




                                                  Source: Belgian Media Mapping 2008   3
94% of Belgians (15+) own a handset

                       30% of handsets less than 12 months old
                          7% intention of new handset next month
© InSites Consulting




                                                           Source: Belgian Media Mapping 2008   4
Functions
                            Awareness, usage and intention of advanced functions

                                            Awereness functions                                    Usage advanced functions
                                                                                                          Past 6 months

                                  SMS                                     98%   Downloading ringtones
                                                                         96%                                                               18%
                                                                                   on your mobile

                                 MMS                                82%
                                                                    81%          Browsing the internet
                                                                                                                                     16%
                                                                                   via your mobile
                                 WAP                               84%
                                                                 75%
                                                                                Downloading music om
                                                                                                                     7%
                                GPRS                          64%                   your mobile
                                                            57%
                                                                                   Using an instant
                            UMTS / 3G              30%                           messaging service via          5%
                                                    33%                              your mobile

                             Bluetooth                              81%
                                                                      89%         Watching TV on your
                                                                                                           3%
                                                                                        mobile
                                                              5 %
                                                     2007        2008

                                                                                                 Intention advanced functions

                                                                                Downloading ringtones
                                                                                                                                           14%
                                                                                  om your mobile

                                                                                  Using an instant
                                                                                messaging service via                             11%
                                                                                    your mobile

                                                                                 Browsing the internet
                                                                                                                          7%
                                                                                   via your mobile

                                                                                 Watching TV on your
                                                                                                                      6%
                                                                                       mobile
© InSites Consulting




                       N = 1352 (online data) / F = mobile phone users          Downloading music om
                                                                                                                4%
                                                                                    your mobile
                                                                                                           Source: Belgian Media Mapping 2008    5
Functions
                                                 Adoption and usage frequency



                                                            Niche app                                                                                            Killer app
                                                 40%                                                                                Dictionary            Calendar
                       Monthly use (or higher)




                                                                                                                           Camera
                                                 30%
                                                                                                                               Polyphonic ringtones




                                                 20%                                        Bluetooth

                                                                                                                                                                     Mean all items
                                                                                        Video camera

                                                                                         MP3 player
                                                 10%               PC synchronisation             Radio   Sound recorder   MMS
                                                                                               GPRS       E-mail
                                                       Touch screen                      Infrared  WAP
                                                                      WIFI
                                                                      UMTS / 3G
                                                             Fax                                          Mean all items                                          Unused
                                                 0%
                                                       0%          10%            20%     30%           40%        50%       60%           70%           80%           90%            100%
© InSites Consulting




                       N 2007 = 1909; N 2008 = 1352 (online data)                                             Adoption
                       F = mobile phone users
                                                                                                                                                 Source: Belgian Media Mapping 2008    6
5% is interested to receive paid information
                                  23% interested if information is for free containing
                                         commercial message


                       1.   Traffic information                             1.   No need
                       2.   Breaking news                                   2.   Annoying
                       3.   Weather info                                    3.   No control on frequency
                       4.   Discount vouchers                               4.   Expensive
                       5.   Regular news




                                                  56% has received commercial info
© InSites Consulting




                                                                   30% finds commercial info annoying
                                                                               Source: Belgian Media Mapping 2008 7
16%              like receive commercial messages from companies   where they are
                         customer

                         15% like receive SMS with discount voucher

                                          13% like to receive relevant SMS


                         10% unsolicited commercial message if non-customers that bring me an
                         advantage



                                                           4% unsolicited commercial message if non-customers
© InSites Consulting




                       N = 1363 (online data) / F = Mobile phone users

                                                                                                    Source: Belgian Media Mapping 2008   8
56%             feels     operator responsible for commercial SMS

                                       41% feel looking up information via mobile is not user friendly

                                54% don’t know how many SMS will receive when subscribe

                       59% prefer not to receive if company identity is unknown


                                       40% would rather send an SMS instead of calling in a
                                                                     game or quiz

                       15% prefers sending an SMS instead of email when taking part in a
© InSites Consulting




                       raffle
                       N = 1363 (online data) / F = Mobile phone users

                                                                                       Source: Belgian Media Mapping 2008   9
Interest towards specific applications
                                                     Interest and willingness to pay for functions
                                                     Q : Can you indicate how interested you are in each of the existing or future applications below?
                                                     Q : Can you indicate to what extent you are prepared to pay for each of the following applications?
                                                     30%




                                                                     Mobile internet allowing internet
                                                                                           with laptop
                        Willingness to pay (top 2)




                                                     20%                                                          Mobile internet
                                                                                                                                   Domotica
                                                                                                                                      -                                  Micro payments
                                                                                        Video messages
                                                                                                                                                       Information on your location
                                                                                              Mobile TV                       Mobile banking

                                                                                  Audio on demand
                                                                         Mobile games on demand
                                                                                                                           Video telephony
                                                     10%                                              Audio streaming
                                                                                          M-commerce
                                                                    Video on demand          Chatting
                                                                      Eroticism    PlazZza
                                                                Betting




                                                      0%
                                                           0%                           10%                             20%                            30%                       40%

                                                            Position last year                                         Interest (top 2)
© InSites Consulting




                       N = 1352 (online data) / F = Mobile phone users

                                                                                                                                                             Source: Belgian Media Mapping 2008   10
Interest towards concrete possible applications


                                    Interest mobile marketing applications (top 2)


                                                              Adress nearby car dealer                                        44%
                                                                                                                      35%
                                     Reminder dentist checkup, toothpaste commercial                                    38%
                                                                                                                30%
                                                                         Mobile city guide                     29%
                                                                                                            25%
                                                      SMS ads, 100 free SMS in return                          29%
                                                                                                         22%
                                           Operator notification when travelling abroad                       28%
                                                                                                        20%
                                                 McDonalds voucher for nearby branch                       24%
                                                                                                       19%
                                                                   SMS ticket for event                   23%
                                                                                                       19%
                                                                   SMS-email, charged                         28%
                                                                                                       18%
                                              Branded ingredients list magazine recipe                       27%
                                                                                                      18%
                                                    SMS number of Happy Days points                       23%
                                                                                                     17%
                                                                         Shop promotions                  23%
                                                                                                     17%
                                        SMS reminder event with commercial message                        23%
                                                                                                  13%
                                                Free weather forecast with commercial                 17%
                                                                                                9%
                                                                     Free movie trailers             16%
                                                                                               9%
                                                         SMS reminder event, charged            9%
                                                                                              6%
                                              Ingredients list magazine recipe, charged       7%
                                                                                             5%
© InSites Consulting




                                                                                                   2007       2008
                       N = 1363 (online data) / F = Mobile phone users

                                                                                                                                    Source: Belgian Media Mapping 2008   11
Mobile internet
                            Penetration and usage

                                          Penetration                                                            Usage
                                                                              Q : To what extent do you use the following functions on your mobile
                                                                              phone?


                           WAP                                38%         WAP     5% 8%        12%                          76%




                          GPRS                          29%              GPRS      11%     11%       10%                       68%




                       UMTS / 3G     8%                               UMTS / 3G   10%      12%        15%                           63%




                            WIFI     9%                                    WIFI          24%         9%     9%                       59%



                                                                                     Daily and more         Weekly        Monthly          Rarely/never
                                                   47%
                         potential mobile internet users                      … of whom only 19% actually
                                                                    their mobile at least monthly to go online
© InSites Consulting




                                                                                                                 Source: Belgian Media Mapping 2008       12
Mobile internet is only starting...
© InSites Consulting




                                                             Source: Belgian Media Mapping 2008   13
Who are the mobile internet users?
                            Profile

                                           Sociodemographic profile


                                                               Dutch                                                 53%
                               Language
                                                             French                                            47%


                                                                Male                                                           78%
                                Gender
                                                             Female                   22%


                                                               15-24                  22%
                                  Age
                                                               25-34                         28%
                                                               35-44              20%
                                                               45-54            17%
                                                               55-64       7%
                                                                 65+       6%


                                                              Low er                               33%
                               Education
                                                        Professional                        27%
                                                              Higher                                     41%


                             Professional                 Blue collar                         30%
                               situation                 White collar            20%
                                                       Public servant      7%
                                                        Independent                         27%
                                                               Other            17%
© InSites Consulting




                       N = 122 (online data) / F = Mobile internet users

                                                                                                                           Source: Belgian Media Mapping 2008   14
Who are the mobile internet users?
                            Profile

                                                     Mobile profile


                               Payment                     Subscription                        78%                    Proximus                       52%
                                                                                                     Operator
                                 how

                                                          Prepaid card                                                 Mobistar                37%
                                                         (rechargeable             21%
                                                             card)


                                                        Subscription                                                      Base          9%
                                                       w ith recharging     1%
                                                           possibility

                                                                                                                           Othe    3%


                               Payment                                                                Mobile
                                 who                                                                 purpose

                                             I do, in full (personal use)                65%                         Only for
                                                                                                                                             29%
                                                                                                                   personal use
                                             I do, through my company
                                                                                 17%
                                                   (self-employed)                                                  Mainly for
                                                                                                                                             30%
                                          My employer and I share the                                              personal use
                                                                            4%
                                                   invoice                                                        As much for
                                                                                                                personal use as               33%
                                             My employer pays it in full    5%
                                                                                                                 for w ork/study
                                              I share the invoice w ith a                                           Mainly for
                                                                            2%                                                          8%
                                                   family member                                                    w ork/study
                                         A family member pays it in full     7%
                                                                                                                     Only for
                                                                                                                                   0%
                                                                                                                    w ork/study
                                                         Someone else       0%
© InSites Consulting




                       N = 122 (online data) / F = Mobile internet users

                                                                                                                         Source: Belgian Media Mapping 2008   15
Who are the mobile internet users?
                       Handset brand



                                 Brand
© InSites Consulting




                                                            Source: Belgian Media Mapping 2008   16
Current handset                                                        Intention new handset


                        Since less                     18%                                                                                                                  52%
                          than 6              8%
                         months                                           40%                           Certainly not                                                      51%
                                                         20%                                                                                                    38%
                       6-12 months               11%
                                                         19%                                                                                        27%
                                                                  30%
                                                                                                        Probably not                                      33%
                         1-2 years                              28%
                                                               26%                                                                                          37%
                                                   14%
                         2-3 years                             26%                                                                    13%
                                            5%
                                                                                                            Perhaps                  10%
                                                11%
                         3-4 years            8%                                                                                           16%
                                        3%
                                         4%                                                                                  5%
                         4-5 years         7%                                                              Probably       3%
                                         4%
                                                                                                                                7%
                                        3%
                         5 years or
                                                 10%
                            more                                                                                           3%
                                       1%
                                       1%                                                                  Certainly       3%
                           No idea      3%                                                                                2%
                                         4%

                                      Internet ready       Basic mobile         Internet mobile users                   Internet ready           Basic mobile         Internet mobile users
© InSites Consulting




                                                                                                                                                  Source: Belgian Media Mapping 2008          17
Mobile marketing
                            Profile mobile internet users

                                                  Purchase profile


                                                                                                      Interest to
                              Purchased              Music / MP3s                              12%                  Information for
                                                                                                        receive                                   18%
                               products                                                                              small charge
                                                                                                     information
                                                        Ringtones                         9%

                                                        Realtones                     8%

                                              Specific information                   7%                             Information for
                                                                                                                                                                  44%
                                                                                                                         free
                                         Video clips / video new s               6%

                                                       Wallpapers                6%

                                                             Logos              5%

                                                  Voice greetings          3%

                                                            Games          3%

                                     Mobile TV (TV programmes)             3%
© InSites Consulting




                       N = 122 (online data) / F = Mobile internet users

                                                                                                                             Source: Belgian Media Mapping 2008   18
Using full       Mobile
                                        functionality
                                                         marketing as
                                                                                Critics
                                                          substitute
                                                                                Basic users
                         Openness
                                                 16%                            Capable users
                       towards Mobile
                                                                                Late adopters
                         marketing



                                                                            User
                             33%                                        friendliness
                                                   29%

                                                         22%
© InSites Consulting




                                                                         Source: Belgian Media Mapping 2008   19
Key facts & figures


                       Interest for mobile information:
                           5% paid
                           23% sponsored



                       Mobile internet is only starting     9% of mostly male surf at least
                       monthly



                       Success factors
                           Control on expenses,
                           Relevant, personalized content
                           Financial benefit

                       Micro payments & information on location look promising
© InSites Consulting




                                                                              Source: Belgian Media Mapping 2008   20
About us
                       Contact details

                       Nanno Palte                                               InSites Consulting presents:

                               Director Market Insights & Behaviour              Belgian Media Mapping
                               Nanno.palte@insites.eu                            Everything You Need To Know
                                                                                 about the adoption of new media in Belgium
                               Tel. +32 9 269.15.17
                                                                                 Internet - Mobile - iDTV
                               Mobile +32 477 69.06.95


                       Wouter Samyn
                               Senior Research Executive
                               Wouter.samyn@insites.eu
                               Tel. +32 9 269.14.29
                               Mobile +32 494 08.46.97


                       Valerie Vlieghe                                InSites Consulting
                               Consultant                                     Evergemsesteenweg 195
                               Valerie.Vlieghe@insites.eu                     B-9032 Gent
                               Tel. +32 9 269.14.34                           Belguim
                               Mobile +32 479 51.85.45                        Tel. +32 9 269.15.00
                                                                              Fax. +32 9 269.16.00
                                                                              info@insites.eu
© InSites Consulting




                                                                              www.insites.eu

                                                                                Source: Belgian Media Mapping 2008            21

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Web Goes Mobile 08, InSites, Nanno Palte

  • 1. InSites Consulting presents: Belgian Media Mapping Everything You Need To Know about the adoption of new media in Belgium Internet - Mobile - iDTV Mobile adoption & marketing Facts & insights from the Belgian Media Mapping December 2008
  • 2. Next 15 minutes… Mobile adoption, operators & handsets Mobile functions: awareness & use Information via your mobile Mobile marketing © InSites Consulting Source: Belgian Media Mapping 2008 2
  • 3. What do these people have in common? © InSites Consulting Source: Belgian Media Mapping 2008 3
  • 4. 94% of Belgians (15+) own a handset 30% of handsets less than 12 months old 7% intention of new handset next month © InSites Consulting Source: Belgian Media Mapping 2008 4
  • 5. Functions Awareness, usage and intention of advanced functions Awereness functions Usage advanced functions Past 6 months SMS 98% Downloading ringtones 96% 18% on your mobile MMS 82% 81% Browsing the internet 16% via your mobile WAP 84% 75% Downloading music om 7% GPRS 64% your mobile 57% Using an instant UMTS / 3G 30% messaging service via 5% 33% your mobile Bluetooth 81% 89% Watching TV on your 3% mobile 5 % 2007 2008 Intention advanced functions Downloading ringtones 14% om your mobile Using an instant messaging service via 11% your mobile Browsing the internet 7% via your mobile Watching TV on your 6% mobile © InSites Consulting N = 1352 (online data) / F = mobile phone users Downloading music om 4% your mobile Source: Belgian Media Mapping 2008 5
  • 6. Functions Adoption and usage frequency Niche app Killer app 40% Dictionary Calendar Monthly use (or higher) Camera 30% Polyphonic ringtones 20% Bluetooth Mean all items Video camera MP3 player 10% PC synchronisation Radio Sound recorder MMS GPRS E-mail Touch screen Infrared WAP WIFI UMTS / 3G Fax Mean all items Unused 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% © InSites Consulting N 2007 = 1909; N 2008 = 1352 (online data) Adoption F = mobile phone users Source: Belgian Media Mapping 2008 6
  • 7. 5% is interested to receive paid information 23% interested if information is for free containing commercial message 1. Traffic information 1. No need 2. Breaking news 2. Annoying 3. Weather info 3. No control on frequency 4. Discount vouchers 4. Expensive 5. Regular news 56% has received commercial info © InSites Consulting 30% finds commercial info annoying Source: Belgian Media Mapping 2008 7
  • 8. 16% like receive commercial messages from companies where they are customer 15% like receive SMS with discount voucher 13% like to receive relevant SMS 10% unsolicited commercial message if non-customers that bring me an advantage 4% unsolicited commercial message if non-customers © InSites Consulting N = 1363 (online data) / F = Mobile phone users Source: Belgian Media Mapping 2008 8
  • 9. 56% feels operator responsible for commercial SMS 41% feel looking up information via mobile is not user friendly 54% don’t know how many SMS will receive when subscribe 59% prefer not to receive if company identity is unknown 40% would rather send an SMS instead of calling in a game or quiz 15% prefers sending an SMS instead of email when taking part in a © InSites Consulting raffle N = 1363 (online data) / F = Mobile phone users Source: Belgian Media Mapping 2008 9
  • 10. Interest towards specific applications Interest and willingness to pay for functions Q : Can you indicate how interested you are in each of the existing or future applications below? Q : Can you indicate to what extent you are prepared to pay for each of the following applications? 30% Mobile internet allowing internet with laptop Willingness to pay (top 2) 20% Mobile internet Domotica - Micro payments Video messages Information on your location Mobile TV Mobile banking Audio on demand Mobile games on demand Video telephony 10% Audio streaming M-commerce Video on demand Chatting Eroticism PlazZza Betting 0% 0% 10% 20% 30% 40% Position last year Interest (top 2) © InSites Consulting N = 1352 (online data) / F = Mobile phone users Source: Belgian Media Mapping 2008 10
  • 11. Interest towards concrete possible applications Interest mobile marketing applications (top 2) Adress nearby car dealer 44% 35% Reminder dentist checkup, toothpaste commercial 38% 30% Mobile city guide 29% 25% SMS ads, 100 free SMS in return 29% 22% Operator notification when travelling abroad 28% 20% McDonalds voucher for nearby branch 24% 19% SMS ticket for event 23% 19% SMS-email, charged 28% 18% Branded ingredients list magazine recipe 27% 18% SMS number of Happy Days points 23% 17% Shop promotions 23% 17% SMS reminder event with commercial message 23% 13% Free weather forecast with commercial 17% 9% Free movie trailers 16% 9% SMS reminder event, charged 9% 6% Ingredients list magazine recipe, charged 7% 5% © InSites Consulting 2007 2008 N = 1363 (online data) / F = Mobile phone users Source: Belgian Media Mapping 2008 11
  • 12. Mobile internet Penetration and usage Penetration Usage Q : To what extent do you use the following functions on your mobile phone? WAP 38% WAP 5% 8% 12% 76% GPRS 29% GPRS 11% 11% 10% 68% UMTS / 3G 8% UMTS / 3G 10% 12% 15% 63% WIFI 9% WIFI 24% 9% 9% 59% Daily and more Weekly Monthly Rarely/never 47% potential mobile internet users … of whom only 19% actually their mobile at least monthly to go online © InSites Consulting Source: Belgian Media Mapping 2008 12
  • 13. Mobile internet is only starting... © InSites Consulting Source: Belgian Media Mapping 2008 13
  • 14. Who are the mobile internet users? Profile Sociodemographic profile Dutch 53% Language French 47% Male 78% Gender Female 22% 15-24 22% Age 25-34 28% 35-44 20% 45-54 17% 55-64 7% 65+ 6% Low er 33% Education Professional 27% Higher 41% Professional Blue collar 30% situation White collar 20% Public servant 7% Independent 27% Other 17% © InSites Consulting N = 122 (online data) / F = Mobile internet users Source: Belgian Media Mapping 2008 14
  • 15. Who are the mobile internet users? Profile Mobile profile Payment Subscription 78% Proximus 52% Operator how Prepaid card Mobistar 37% (rechargeable 21% card) Subscription Base 9% w ith recharging 1% possibility Othe 3% Payment Mobile who purpose I do, in full (personal use) 65% Only for 29% personal use I do, through my company 17% (self-employed) Mainly for 30% My employer and I share the personal use 4% invoice As much for personal use as 33% My employer pays it in full 5% for w ork/study I share the invoice w ith a Mainly for 2% 8% family member w ork/study A family member pays it in full 7% Only for 0% w ork/study Someone else 0% © InSites Consulting N = 122 (online data) / F = Mobile internet users Source: Belgian Media Mapping 2008 15
  • 16. Who are the mobile internet users? Handset brand Brand © InSites Consulting Source: Belgian Media Mapping 2008 16
  • 17. Current handset Intention new handset Since less 18% 52% than 6 8% months 40% Certainly not 51% 20% 38% 6-12 months 11% 19% 27% 30% Probably not 33% 1-2 years 28% 26% 37% 14% 2-3 years 26% 13% 5% Perhaps 10% 11% 3-4 years 8% 16% 3% 4% 5% 4-5 years 7% Probably 3% 4% 7% 3% 5 years or 10% more 3% 1% 1% Certainly 3% No idea 3% 2% 4% Internet ready Basic mobile Internet mobile users Internet ready Basic mobile Internet mobile users © InSites Consulting Source: Belgian Media Mapping 2008 17
  • 18. Mobile marketing Profile mobile internet users Purchase profile Interest to Purchased Music / MP3s 12% Information for receive 18% products small charge information Ringtones 9% Realtones 8% Specific information 7% Information for 44% free Video clips / video new s 6% Wallpapers 6% Logos 5% Voice greetings 3% Games 3% Mobile TV (TV programmes) 3% © InSites Consulting N = 122 (online data) / F = Mobile internet users Source: Belgian Media Mapping 2008 18
  • 19. Using full Mobile functionality marketing as Critics substitute Basic users Openness 16% Capable users towards Mobile Late adopters marketing User 33% friendliness 29% 22% © InSites Consulting Source: Belgian Media Mapping 2008 19
  • 20. Key facts & figures Interest for mobile information: 5% paid 23% sponsored Mobile internet is only starting 9% of mostly male surf at least monthly Success factors Control on expenses, Relevant, personalized content Financial benefit Micro payments & information on location look promising © InSites Consulting Source: Belgian Media Mapping 2008 20
  • 21. About us Contact details Nanno Palte InSites Consulting presents: Director Market Insights & Behaviour Belgian Media Mapping Nanno.palte@insites.eu Everything You Need To Know about the adoption of new media in Belgium Tel. +32 9 269.15.17 Internet - Mobile - iDTV Mobile +32 477 69.06.95 Wouter Samyn Senior Research Executive Wouter.samyn@insites.eu Tel. +32 9 269.14.29 Mobile +32 494 08.46.97 Valerie Vlieghe InSites Consulting Consultant Evergemsesteenweg 195 Valerie.Vlieghe@insites.eu B-9032 Gent Tel. +32 9 269.14.34 Belguim Mobile +32 479 51.85.45 Tel. +32 9 269.15.00 Fax. +32 9 269.16.00 info@insites.eu © InSites Consulting www.insites.eu Source: Belgian Media Mapping 2008 21