Catherine dickie bbc

1
Affluent
connection
REACHING HIGH INCOME CONSUMERS
WITH MOBILE BRANDADVERTISING
A research study by BBC Global News
ASIA

2
Source: Affluent Connection, Millward Brown, 2013
SMARTPHONE / TABLET
USERS SURVEYED
SWEDEN
INDIA
GERMANY
HONG KONG
AUSTRALIA
UNITED STATES

3
CONNECTING TO THE AFFLUENT
Affluent consumers
The top 20% income earners,
mirroring Ipsos PAX,EMS
and Mendelsohn surveys
General populationand we compared them to the
WEWORKEDWITHTHE BEST
Millward Brown
a leading research agency specialising in advertising,media,digital and brand equity research

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AFFLUENTS LOVE NEW TECH
Q3. What type(s) of mobile devices do you currently use? By mobile phone, we
mean a device which you make calls and/or texts on. By tablet, we mean your
mobile device which typically uses touch screen and requires wifi to connect to
the internet
Q3a. Please name the specific make and model of your main mobile phone?.
Latest generation Older generation Large Small
SMARTPHONE TABLET
32% 3% 28% 15%Affluent
Asian
20% 6% 13% 12%
29% 3% 27% 16%

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BE WHERE THEY ARE…
Q6. Which of the following best describes how frequently you access
the Internet (excluding apps) from your mobile device?
At least once an hour
(global 39%)
49%
of affluentAsians access
the internet on mobile
Latest generation
users are
twice as likely
to access the internet hourly
versus users of older generation
2x

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GETTING DOWN TO BUSINESS
Q.31. When thinking of your mobile phone, please indicate how
strongly you agree or disagree with the following statements.
When thinking of your tablet, please indicate how strongly you
agree or disagree with the following statements.
Q17. Do you use your mobile device for business?
61%
Affluent Asians use their mobile
phone for business
(51% global)
58%
indispensible more
efficient
organising their
personal life
feel that their mobile is
when they are on the go
69%
say their mobile makes them
55%
state that their mobile is
their primary tool for
versus 44% for tablet versus 56% for tablet versus 41% for tablet

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SO, WHAT IS A TABLET FOR…?
Q20 In a typical week, how many hours do you spend using a tablet?
More than 1 in 3
affluent consumers
spend over five hours
per week playing
games and watching
entertainment videos
on their tablet
44% over five hours per week social
networking

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THE FUTURE IS MOBILE
Q31. When thinking of your mobile phone, please indicate how
strongly you agree or disagree with the following statements.
10
20
30
40
50
60
70
80
General
population
Affluent
consumers
Latest
generation
Affluent
Asian
% agree with statement
Makes me more efficient
Is indispensible as I am always on the go
Is primary tool for organising personal life
Is primary tool for organising work life
My mobile phone…

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CLEAR PICTURE EMERGES IN NEWS
Q16. How much do you agree with the following statements?
Q22. Thinking about how you use your mobile device compared to
a PC or laptop; which of the following activities do you prefer using
your mobile device for rather than a computer?
42% AffluentAsians prefer mobile devices
to their desktop for accessing news
Compared to the general population…
“Get news whenever I want.
It is real-time and convenient.”
MALE,58,HONG KONG
10%
more likely to
share news stories
on a mobile than
desktop18% for business/finance news
for consuming current affairs
or breaking news
17%more likely to prefer using
mobile devices than desktop

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AND IS ONLY GOING IN
ONE DIRECTION
Sources: Affluent Connection, Millward Brown, 2013
and Connecting The Story, InSites Consulting, 2012
Samples: 1,908 (InSites Consulting) and 3,000 (Millward Brown)
Q15. If you could only use one device to consume news, which would it be?
“If you could only use one device to consume news”
YoY2012/13
+15%
mobile phones
+9%
tablets
-17%
desktop
“A mobile phone is handy
and compact. I personally
prefer reading news articles
on my mobile phone.”
FEMALE, 22,INDIA

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ENGAGING THE AUDIENCE
Sources: Affluent Connection, Millward Brown, 2013
and Connecting The Story, InSites Consulting, 2012
Samples: 1,908 (InSites Consulting) and 3,000 (Millward Brown)
Q.14. How would you describe the way you consume news on each device?
2012
37%Skim or scan
the headlines
2013
32% -13%
13% 16% +21%Read / watch
in depth
“How you consume news on mobile phones”

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AFFLUENT ASIANS LOVE NEWS APPS
Q27. Of the different types of apps installed on your mobile phone,
how often do you use them?
Q28. Of the different types of apps installed on your tablet, how
often do you use them?
Q29: You said you have a news app installed on your mobile device.
Which method of accessing the news do you prefer?
access news apps at least once a day – 7% more than the
general population49%
Travel,business and finance are also more important
News
Most frequently used apps
AffluentAsians are 11% higher

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OPENING UP A WHOLE
NEW WORLD
Q21. You said that you use your mobile phone for news-
related content. Which of these do you do when browsing
news-related content?
34%Watch news
videos 31% +10%
Watch live news
streaming
Latest generation Older generation
23% 21% +10%

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AND IT’S THE BEST OF
BOTH WORLDS
Source: Connecting The Story, InSites Consulting, 2012
Q: For each device you have access to, please tell me, for a
typical 24-hour period, when you would use it to access the
news or consume the news during the week? Base: Tablet
users: 2,014 / Non Tablet users: 1,596
NON
TABLET
USERS
TABLET
USERS`
% using smartphone to access news across the day
35
30
25
20
15
10
5
0

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Mobile advertising
delivers results

Aided Brand
Awareness
Brand
Favourability
Purchase
Intent
+7.9%
+59.5%
+47.8%
Ad
Awareness
Message
Association
+6.1%
+8.4%
+12.7%
+3.0%
+11.8%
+2.6%
+2.9%
%
DESKTOP IS A PROVEN MEDIUM
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Source: MarketNorms for Desktop, last 3 years, N=941 campaigns
AdIndex for Mobile Norms;, last 3 years, N=114, campaigns,
Change = Exposed-Control
Average brand metric changes for mobile and online campaigns

Aided Brand
Awareness
Brand
Favourability
Purchase
Intent
+7.9%
+59.5%
+47.8%
Ad
Awareness
Message
Association
+6.1%
+8.4%
+12.7%
+3.0%
+11.8%
+2.6%
+2.9%
%
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MOBILE IS TWICE AS EFFECTIVE
Average brand metric changes for mobile and online campaigns

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FOUR TIMES AMONG AFFLUENTS
Average brand metric changes for top 20% income earners: mobile vs. desktop campaigns
+4.7%
+71.4%
+63.2%
+12.5%
+16.8%
Aided Brand
Awareness
Brand
Favourability
Purchase
Intent
Ad
Awareness
Message
Association
+12.7%
+2.4%
+16.2%
+3.3%
+2.7%
%

%
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MOBILE IS TWICE AS IMPACTFUL
AMONG AFFLUENTS
Average brand metric changes for mobile campaigns: top 20% vs. rest of population
Aided Brand
Awareness
Brand
Favourability
Purchase
Intent
+4.7%
+71.4%
+63.2%
Ad
Awareness
Message
Association
+12.5%
+16.8%
+49.1%
+4.5%
+32.4%
+3.4%
+4.7%

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THE PRIME FORMATS
Full-Page
Interstitial
Banner
(300x50)
MPU Banner
(300x250)
Sponsorship
Button*
Pre-roll
*currently available on tablets only

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AFFLUENTS SEE ADVERTISING
FORMATS MORE POSITIVELY
Q.44 Overall, how favourable was your experience
with the above advertising?
Very favourable /
somewhat favourable
Global Asia
% Agree % Uplift % Agree % Uplift
Pre-roll 40% +0% 53% -4%
MPU 39% +15% 55% +8%
Full-Page Interstitial 32% +10% 44% +3%
Sponsorship Button 28% +22% 36% +5%
Banner 28% +22% 42% +8%

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AND TAKE POSITIVE ACTION
30% would follow or comment about
the brand on Facebook orTwitter
37% 16%
would visit
the brand’s
website
more likely to look for
the brand in a store or purchase
the product / use the service
Q48. After viewing the ad, how likely are you to: Like, follow or
comment about the brand on Facebook or Twitter?
35%
would search
for the brand
on the Internet

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IT’S WHAT YOU DO THAT COUNTS
Q35. More specifically, in the past 4 weeks, which of the
following actions have you taken as a result of seeing one of
the below formats of advertising?
27% have interacted with a mobile ad in the last four weeks
Acted on seeing an ad on their mobile
phone in the last four weeks
Banner ads on mobile 44%
Full-screen ads on mobile 42%
Video ads on mobile 43%
Acted on seeing an ad on their tablet in
the last four weeks
Banner ads on tablet 44%
Full-screen ads on tablet 42%
Video ads on tablet 44%

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MOBILE IS NOW AS
ACCEPTED AS DESKTOP
Q32. And how would you characterize your attitude towards each of the
following types of advertising?
uplift compared to the general population+13%
%Affluents have a positive/neutral attitude towards advertising
50% 51% 53%
60% 60% 60%
GLOBAL
ASIA

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ENHANCE YOUR BRAND
Q40. To what extent do you agree or disagree with
the below statements?
16% higher than the general population
Advertising on mobile will enhance brand perception as
modern and dynamic

AND MAKE IT PERSONAL
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Q38. Please select how much you agree or disagree with the below statements.
Seeing an ad on my mobile device for a brand makes me think that the brand is
Seeing an ad on my mobile device makes me
think the brand is...
Trustworthy 31% 32%
Appealing 36% 36%
In touch with my needs 35% 34%
For someone like me 34% 32%
High quality 31% 32%
Desirable 32% 33%
Innovative 38% 38%
Reputable 32% 32%

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CATCH UP WITH YOUR AUDIENCE…
Recognise the changing media habits of affluent consumers.
Understand how they spend their time now and be where they are
Mobile advertising is effective, even more so among affluent
consumers
Affluent consumers engage and take action with mobile advertising
Technology is driving the change - a faster adoption of the trend is vital

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Thank You
Catherine.Dickie@bbc.com
@CatDickie

Catherine dickie bbc

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