Mobile in Numbers

1. FREDERIK DE BOSSCHERE Strategist, In The Pocket #SoMITP

2. STATE OF MOBILE IN NUMBERS

3. “CURB YOUR ENTHUSIASM” —

4. “NUMBERS ARE COMING” —

5. #SoMITP Methodology • Representative set of apps by ITP.  (n = 1.2 mio. app users, 1.7 mio. app downloads, …) • Field survey.  (n = 160, representative spread across gender / age groups) • Other research materials.  (Flurry, comScore, …)

6. #SoMITP Topics • Mobile platforms • Mobile usage • Industries: retail, media, banking • Tech: wearables • In conclusion

7. STATE OF MOBILE PLATFORMS

8. In The Pocket “PLATFORM WARS” —

9. #SoMITP THESTATEOFMOBILEPLATFORMS iOS users are more engaged with apps. iOS users open an app 1.27 times more often than that same app on Android. But an app session on Android lasts 1.55 times longer. Share of engagement in popular apps (BE) 59% 41% THE iOS users open an app 1.27 times more often than that same app on Android. But an app session on Android lasts 1.55 times longer. Sources: Usage statistics of selection of In The Pocket apps for Q3 2015, representing over 1.3 mio users. U.S. Smartphone Subscriber Market Share, July 2015 , comScore Compared to the international OS market share? Android iOS Windows Others 51,4% 44,2% 2,9% 1,4% 48 Internationally?

10. #SoMITP ickly on iOS. Sources: Sampled from 92.874 - 226.674 users of HLN app, measured during one week, counting from 6 months after release date / Device statistics of selection of ITP apps for Q3 2015, representing over 200 devices and 1.2 mio smartphone users. Most popular smartphone families in Belgium. iPhone 50.4% Samsung Galaxy S 12.12% Samsung Galaxy S Mini 4.39% Sony Xperia 1.92% Nokia Lumia 1.23% OnePlus 1.20% Google Nexus 0.96% HTC One 0.68% Motorola Moto 0.54% Huawei Ascend 2.23% 51

11. #SoMITP Share of Android vs. iOS app downloads. In Belgium, Android has ﬁnally closed the gap with iOS. 20% 40% 60% 80% Q3‘11 Q4‘11 Q1‘12 Q2‘12 Q3‘12 Q4‘12 Q1‘13 Q2‘14Q2‘13 Q3‘14Q3‘13 Q4‘14Q4‘13 Q1‘15Q1‘14 Q2‘15 Q3‘15 52% IOS ANDROID

12. #SoMITP And internationally? Google Play download growth is mostly driven by smartphone ownership growth in emerging markets and success of budget Android devices. App Downloads by Store App Revenue by Store 50 100 150 200 +85% +70% available on the iOS App Store Get it on Google play Get it on Google play available on the iOS App Store

13. #SoMITP Adoption speed of new major iOS/Android releases. Most popular smartphone families in Belgium. iPhone Feb 2014 Apr 2014 May 2014 Apr 2015 Jun 2015 Percentage of BE users that have updated 6 months after a major release. 20% 40% 60% 80% 100% iOS7 86% iOS8 71% ANDROID 4.3 23% ANDROID 4.4 14% ANDROID 5.0 18%

14. #SoMITP Which versions to support? Snapshot of OS versions 1 month after release of iOS9 and Android 6. 4 5.0.X 5.1.X 6 53% 1,5% 14% 27% 5% 7 8 9.0.X 9.1.X 18% 6% 26% 44% 6%

15. STATE OF MOBILE USAGE

16. #SoMITP Mobile has surpassed desktop usage. We spend 157% more time on digital devices as compared to 2010. +394% SINCE2010 +37% SINCE2010 DESKTOP 44% SMARTPHONES 42% TABLETS 14%

17. #SoMITP People spend over 3.5 hours per day  on mobile devices. 20% 158 162 Q1 ‘13 Q2 ‘14 Q2 ‘15 14% 10% MOBILEBROWSER APPS 220 20% 3 4 5 14% 10% -50% 2 +35% 220 Minutes per day on mobile:

18. #SoMITP FACEBOOK 19% CHROME 4% SAFARI 6% OTHERS 10% NEWS 2% PRODUCTIVITY 4% MESSAGING/SOCIAL 12% YOUTUBE 3% ENTERTAINMENT 17% GAMING 15% - 17% +12% +3% UTILITIES 8% APPS BROWSER 220 minutes

19. STATE OF RETAIL

20. #SoMITP THESTATEOFRETA Consumers are very selective of retailer apps they download. 93% of consumers only have 3 shopping apps or less. 62% don’t have any. 20% 40% 60% 80% 0 1-3 4ORMORE Amount of retailer apps installed on phone or tablet All 16-24 25-34 35-44 45-54 55-64 Consumers are very selective of shopping apps they download. 93% of consumers only have 3 shopping apps or less.   62% don’t have any.   Half of consumers aged between 16 and 34 use (one or more) shopping apps.

21. #SoMITP Shopping apps are   infrequently used. Consumers spend less than 5% of their mobile time in shopping apps. More than half of these apps are used once a month or less. 8% DAILY 2% MULTIPLE TIMES PER DAY 1% DON’T KNOW 19% LESS THAN MONTHLY 24% MONTHLY 33% WEEKLY

22. #SoMITP Mobile commerce is surging, growing 53% year-over-year (Q1 2015 vs. Q1 2014). It outpaces e-commerce growth (9%). M-commerce is growing rapidly, but there is a monetization gap. Share of onine retail browsing vs spending by platform 41% 85% 59% 15% 44% monetizationgap 20% 40% 60% 80% % of time spent % of spending DESKTOP MOBILE Share of online retail browsing vs. spending, by platform: Mobile commerce is surging, growing 53% year-over-year. It outpaces e-commerce growth (9%). But there is   a monetization gap.

23. #SoMITP People are getting familiar   with mobile commerce. More than half of Belgian consumers have completed an e-commerce transaction entirely on mobile.   85% of those who have, have done so more than once. THE Half of consumers between 16 and 44 regularly buy (and pay for) things on their tablets and smartphones. Source: In The Pocket State of Mobile ﬁeld survey All 16-24 25-34 35-44 45-54 55-64 20% 40% 60% 80% NEVER ONCE MULTIPLETIMES 16

24. Find out more — About the future of retail   and m-commerce, in our interview with Jan Huysmans, director Belgium for bol.com.

25. STATE OF MEDIA

26. #SoMITP “People don’t want to pay for digital content.”

27. #SoMITP Most people really don’t.   But: many do. Unwillingness to pay for digital content is a generational thing:   60% for millennials, 67% for 35-44,   and as high as 73% for those older than 45.

28. #SoMITP 58% 18% 24% MUSIC 42% Half of ‘16-34’ would pay for digital music, compared to 1 in 3 of ‘45-64’. Belgians between ‘35-44’ represent the highest number of people that are very willing to pay for music: over 1 in 3. NOTORHARDLY SOMEWHAT VERY

29. #SoMITP THESTATEOF to content? SERIES, FILMS & TV 34% 35% of ‘16-44’ is very willing to pay for digital access to series, ﬁlms, TV, … 80% of ‘45-64’ is not at all (or hardly) willing to pay. 66% 10% 24% Digital set-top TV & VOD (Telenet, Proximus, etc.) not included. NOTORHARDLY SOMEWHAT VERY

30. #SoMITP NOTORHARDLY SOMEWHAT VERY NEWSPAPERS &ARTICLES 32% Willingness to pay for digital newspapers isn’t tied to age. Only the group of ‘45-54’ stands out, with 41% willingness to pay. Belgians between ‘35-44’ represent the highest number of people that are very willing to pay for music: over 1 in 3. 68% 12% 20% 75

31. #SoMITP NOTORHARDLY SOMEWHAT VERY APPS & IN-APP PURCHASES 24% Only 1 in 4 of Belgians is willing to pay for apps (or in-app purchases). It’s a generational thing: 1 in 3 of those aged below 35 buys app, less than 1 in 5 of those aged above. “People don’t want to pay for digital content.” Turns out most people really don’t. But many do. 76% 9% 15%

32. In The Pocket Find out more — About the future of media   and the impact of mobile, in our interview with with Christian Van Thillo, CEO of De Persgroep.

33. STATE OF BANKING

34. #SoMITP 54% of people use mobile apps for banking. 80% of mobile banking app users   aged 25 - 44 age those apps   weekly or more frequently. THESTATEOFBANKING 5% 10% 15% 20% 25% 30% 35% 40% 45% 16-24 25-34 35-44 45-54 55-64 DAILY WEEKLY MONTHLY How many people of different ages use banking apps and how often do they use them? 54% ofpeople usemobileappsforbanking TOTAL 44% TOTAL 75% TOTAL 53% TOTAL 66% TOTAL 34%

35. #SoMITPWhich channel do clients use more frequently? For daily banking, apps have surpassed desktop. How regularly do people use banking apps and banking websites? 20% 40% 60% 80% Apps Desktop DAILY WEEKLY LESSOFTEN

36. #SoMITP Which channel do clients use more frequently? For daily banking, apps have surpassed desktop. Consumers aged 25 to 34 already use their banking app(s) more frequently than laptop/desktop. 20% 40% 60% 80% MOBILE>DESKTOP EQUALLYFREQUENT DESKTOP>MOBILE ALL 16-24 25-34 35-44 45-54 55-64 Sources: In The Pocket State of Mobile ﬁeld survey 39 Consumers aged 25 to 34 already use their banking app(s) more frequently than laptop/desktop.

37. STATE OF WEARABLES

38. “MUCH ADO ABOUT WEARABLES” —

39. #SoMITP How many people do ﬁtness & health tracking? NO,DON’TSEEWHY 54% NO,BUTIMIGHT 13% SMARTPHONE 24% FITNESS-BAND 8% 1% SMARTWATCH 1 in 3 does ﬁtness & health tracking.   1 in 10 has a wearable.

40. #SoMITP The wearables market is growing explosively. million units sold Q2 ‘2014 Q2 ‘2015 24,3% 19,9% 17,1% 3,9% 3,3% Fitbit Apple Xiaomi Garmin Samsung 1 2 3 4 5 5 10 15 20 +223% 5.6M 18.1M

41. #SoMITP Percentage of top 100 apps (per category) that have Watch apps Which apps should we expect? PRODUCTIVITY WEATHER TRAVEL FINANCE LIFESTYLE NEWS SPORTS NAVIGATION HEALTH & FITNESS 29,3% 20,3% 19,7% 19,3% 17,7% 16,7% 15% 14% 12,7%

42. IN CONCLUSION

43. “BUT WHAT DOES IT ALL MEAN?” —

44. #SoMITP You can’t beat them. Join them. • People spend over 3 hours/day on their smartphones, mostly in apps. Most of that app time won’t be for your app though … • Usual suspects: Facebook & other social/messaging apps, entertainment & games. • So if it’s about getting your brand content out there, or striking up a conversation with your customers: see if you can leverage the already popular apps with a meaningful presence.

45. #SoMITP So why still build apps? • The mobile browser becomes side-lined. It’s an ephemeral, ad-hoc tool. A starting point. Apps are key to build a primary relationship with your user. • Our smartphone is our life companion. Think how you can re- imagine your products or services on mobile devices. What’s your place in this modern Swiss Army knife?

46. #SoMITP So why still build apps? • Leverage better UX or technical possibilities of apps to smoothen the user or customer journey.   Mobile payments, heightening security, granular messaging, location-based servicing, …

47. #SoMITP Sticking to smartphones won’t suffice. • Wearables (fitness bands and smartwatches) show every sign of an exploding market. A lot of people will have them, soon.   People might laugh. But people laughed at smartphones too. Even cellular phones were mocked. • Smartwatches offer more touch points with your users, but you’ll have to re-think your value proposition. It’s a different device, with different use-cases.

48. #SoMITP Devices mean data. • Wearables and health tracking will offer a lot of interesting data about users. Learn to leverage these new data-sets through HealthKit, Google Fit, etc. Give meaning to this data.  • Beacons will do the same, but for user location. Geo-CRM, you’re welcome.

49. #SoMITP Thank you. Let’s have drinks.

Mobile in Numbers

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