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Mobile copenhagen presentation

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Mobile copenhagen presentation

  1. 1. 1 Mobile Copenhagen 2012 Martin Lund, Regional Insight Manager EMEA MOBILE INSIGHTS • The Age of multiscreens • The Mobile Numbers • The role of Mobile in everyday life
  2. 2. MediaCom’s intelligence and insight specialists Insight Collaboration Works closely with local Insight teams Specialists in both qualitative and quantitative research methods Social Media Insights Digital and Mobile Insight Insight support on new Carsten Lind Martin Lund Head of Insight, Regional Manager business EMEA Insight, EMEA Assist Global Accounts @martinlundp General insight intelligence and resources allocation
  3. 3. What I am going to talk about today? 1 The Age of Multi screens 2 The Mobile Numbers (Quantitative Mobile Insights) The role of Mobile in 3 everyday life (Qualitative Mobile Insights)
  4. 4. 1 The age of Multiscreens Media consumption will become even more fragmented and personalised. Increasingly, consumers using multiple screens to engage with media. Rapid adoption of digital devices is driving convergence as consumers use several screens to enhance and customize their user experience and make their life easier and more entertaining.
  5. 5. by MediaCom, 00.00.0000
  6. 6. Adoption speed and therefore change is accelerating Number of days to reach 1MM units sold 360+ 74 28 3 0,25 2001 2007 2010 2010 2012 Source: Mashable, Apple, Google
  7. 7. 2% 1% 12% 1% 7% 79% 1 year ago Mobile E-reader Work laptop Tablet device Throught my TV Personnal laptop LESS A DESTINATION 19% 7% 11% 3% Today 18% 42% AND AGAIN : THE WEB IS LESS AND Source : Global Web index, % of internet users globally, Wave 5, June 2011, Which of the following is your favourite device to access the Internet? Now / One year from now?
  8. 8. Meaning that content are consumed and created via varieties of platforms…
  9. 9. No matter where we are..
  10. 10. We can always continue on a new screen with the same task
  11. 11. Which put search under pressure as consumers are expecting consistency
  12. 12. That’s why we say that multi screen has become mainstream
  13. 13. 2 The Mobile Numbers (Where are we now) The best way to kill a fantastic and engaging discussion in the bar is to pull out your smartphone and google the facts..
  14. 14. SMARTPHONE PENETRATION
  15. 15. Huge increases in Smartphone penetration across markets! 2012 2011 51 UK 70% 30 45 Denmark 50% 30 44 USA 33% 31 44 Spain 42% 33 38 France 41% 27 29 Germany 61% 18 0 10 20 30 40 50 60 Base: Total Population Source: OurMobilePlanet, Think With Google, Ipsos
  16. 16. And most smartphone owners are still newbies 2012 First smartphone: Yes 2011 69 UK 75 64 Denmark 68 62 USA 70 68 Spain 74 62 France 73 72 Germany 76 0 20 40 60 80 100 Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos
  17. 17. ¾ of all Danes between 18-29 own a smartphone 50+ 30-49 18-29 23 UK 69 75 22 Denmark 60 71 25 USA 55 58 24 Spain 55 63 19 France 44 70 16 Germany 31 59 0 10 20 30 40 50 60 70 80 Base: Total Population Source: OurMobilePlanet, Think With Google, Ipsos
  18. 18. In Denmark we are relatively more differentiated by gender than US & UK Female Male 48 UK 54 39 Denmark 51 44 USA 43 38 Spain 51 34 France 42 25 Germany 33 0 10 20 30 40 50 60 Base: Total Population Source: OurMobilePlanet, Think With Google, Ipsos
  19. 19. Denmark is iOS and Android land! Android Blackberry OS iOS Other Don't Know UK 29 23 30 10 8 Denmark 38 30% 1 46 46% 5 10 Spain 34 12 14 29 11 Spain 34 12 14 29 11 France 25 12 43 14 7 Germany 29 3 35 22 12 0% 20% 40% 60% 80% 100% Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos 2011
  20. 20. SMARTPHONE USAGE
  21. 21. But when it comes to our beloved TV here in Denmark... More Column2 entertaining than TV Rather give up TVup TV Rather give 15 UK 21 12 Denmark 18 27 USA 33 27 Spain 25 21 France 23 16 Germany 22 0 5 10 15 20 25 30 35 Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos
  22. 22. But we’re still more online via our mobile than others.. Multiple times At least one None / dont know Number of daily online sessions on smartphone UK 52 34 14 Denmark 60 29 11 USA 58 30 12 Spain 50 34 18 France 48 39 14 Germany 44 41 16 0% 20% 40% 60% 80% 100% Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos
  23. 23. And extremely good at multitasking! (especially when we’re watching TV..) Parallel media/device usage while on smartphone 250 Other 4 3 17 10 21 16 Read a book 200 4 5 13 28 4 7 10 11 Read newspaper 14 16 5 or magazine 36 21 8 15 34 13 13 Play games 150 18 9 27 28 40 21 24 43 Watch movies 27 29 100 36 25 Use Internet on 53 43 51 47 another device 49 46 Listen to music 50 55 59 52 53 Watch television 37 43 programs 0 UK Denmark USA Spain France Germany Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos
  24. 24. And maybe it’s good with our TV obsession ‘cause TV is a major Catalyst for Search on smartphones
  25. 25. And 1/3 of all Danes have purchased a product/service on their mobile.. General Smartphone Activities Purchased UK 29 Denmark 33 USA 32 Spain 17 France 27 Germany 26 0 5 10 15 20 25 30 35 Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos
  26. 26. We connect on social networks on the mobile every day Frequency of social network visits on smartphone Daily use UK 57 Denmark 54 USA 60 Spain 58 France 43 Germany 45 0 10 20 30 40 50 60 70 Base: Smartphone owners Source: OurMobilePlanet, Think With Google, Ipsos
  27. 27. The role of Mobile in 3 everyday life MOBILE COMMERCE HAS MORE THAN DOUBLED IN THE LAST 2 ½ YEARS
  28. 28. „REAL WORLD BRITAIN‟ IS OUR NEWLY LAUNCHED INSIGHT TOOL. We have a team of 36 non professional video bloggers who allow us into their everyday lives through video diaries that they record on their smartphones or handheld cameras Carefully selected to match MediaCom‟s key target audiences, our bloggers include people from all corners of Britain This creates a constant stream of „new‟ news will helps us to spot emerging trends and provide insight for real time planning. 5 key Insights
  29. 29. project title 01: MCOMMERCE IS BECOMING MAINSTREAM “I CAN‟T REMEMBER, ACTUALLY, A TIME WHEN I WENT INTO SHOPS FOR THINGS… SHOPPING WITH A MOBILE PHONE OR SHOPPING ONLINE IN GENERAL HAS BECOME COMPLETELY THE NORM AND TENDS TO BE WHAT I DO DAY TO DAY” Alison, 33, Shropshire
  30. 30. 02: MOBILE IS USED ALL THROUGHOUT THE PURCHASE JOURNEY SO IT‟S IMPORTANT THAT ALL YOUR DIGITAL TOUCHPOINTS FACILITATE PEOPLE TO MOVE FURTHER ALONG THEIR JOURNEY AT EACH „STOP‟ OR TOUCHPOINT ON HER MOBILE PURCHASE JOURNEY, JAYNE WAS OFFERED INFORMATION OR INTERESTING CONTENT THAT POINTED HER TOWARDS A NEXT STOP
  31. 31. 03: IMPULSE SHOPPING IS VERY TEMPTING ON MOBILES MOBILE HAS THE POTENTIAL TO FACILITATE THOSE „HOT‟ MOMENTS WHEN PEOPLE ARE IN THE MOOD TO MAKE A PURCHASE
  32. 32. 04: „SCAN AND SCRAM‟ –FIGHT OR EMBRACE IT? PEOPLE ARE USING THEIR SMARTPHONES IN STORE FOR PRICE CHECKING AND REVIEWS– SOMETIMES ONLINE COMPETITORS ARE WINNING OUT. TAKE THE OPPORTUNITY TO ENHANCE THE IN-STORE EXPERIENCE THROUGH SMARTPHONES RATHER THAN FIGHTING THE BEHAVIOUR 38% OF SMART PHONE OWNERS HAVE USED THEIR PHONE IN STORE
  33. 33. 05: MOBILE IS MAKING TV SOCIAL AT A DIGITAL LEVEL TWEETING, FACEBOOK STATUSES AND NOW ZEEBOX ARE ADDING LAYERS OF CONVERSATION ONTO LIVE TV VIEWING 43% of UK adults have commented on or discussed a TV show with friends or other fans on social networks such as Facebook and Twitter “I FREQUENTLY TWEET WHILE I‟M WATCHING TV…...IT‟S FASCINATING TO ME TO SEE AN APP LIKE ZEEBOX THAT ACTUALLY TAKES IN TO ACCOUNT THE WAY THAT PEOPLE WATCH TV AND THE WAY THEY TWEET AND THE WAY THEY INTERACT WITH EACHOTHER. Ali, 33, Shropshire
  34. 34. A fool with a great tool is still a fool …..… http://www.migcan.com/ …..… http://www.monitisegroup.com/ …..… http://discovermobilelife.com/ http://www.thinkwithgoogle.com/ …..… http://www.consumerbarometer.com/ …..… http://www.tealeaf.com/ …..… http://www.millennialmedia.com/mobile-intelligence/ …..… http://www.informatandm.com/handset-device- manufacturers/ …..… http://www.unanimis.co.uk/orange-exposure-2011
  35. 35. THANKS

Notes de l'éditeur

  • Hejjeghedder MartinJeger Regional Insight Manager I MediaCom, EMEA Dvstildaglig der sidderjeg med alle former for kvantitativesamtkvalitativeindsigter dog med mestfokus social insights samt digital og mobile insights fremfor de mere traditionelle discipliner, somjeg dog harbeskæftigetmig med tidligere.Desudensupportererjeg en del påinternationale NB’s samtglobaleaccounts rundtomkring I regionen..Min chef Carsten (deter ham her tilvenstre..) skulle have væretidag men kunnedesværreikkekomme da hanskulletil et megetvigtigtmøde I Cairo..Jegharderforfåetfornøjelsenaf at underholdejer den næste halve times tid med mobile indsigter, hvilket passer heltfint da jegsermigselvsomværendedet man kankalde digital native. Men ikkeså digital native som min 5 måndergamlesøn, hvismorligeharkøbt en case til min iphone, somgørdetud for rangle. Så nu sidderknægtenhveraftenoggumlerogsavlerpå (eller over) min iphone – haner da vidsthvad man kankalde en ægtefanboy
  • 2. ikke mobil telefon numre3623 2798
  • Barcelona, TomBowman President BBC ADSBetyder at de ikke skelner mellem TV, Mobile, tabs osv. EN SKÆRM ER EN SKÆRM.Det vigtige er at content fungerer til alle screensno matter what. Blå Planet skal være lige så spændende på en iphone som 50” plasma.FORDI FORBRUGERNE FORVENTER AT FÅ EN EKSTRA OPLEVELSE AF AL CONTENTThe age of multi-screen is upon us. Just take a look around - there are more rich media enabled screens in our hands than ever before. The popularity of smartphones, digital billboards, internet connected TVs, and tablets has shifted the traditional consumer consumption model. As demand for content on the move has increased, so has the opportunity for the screens savvy marketer.There are consumers out there who may never use a desktop PC in its current form. Worldwide media tablet sales are forecast to total 118.9 million units in 2012 – that’s a 98% increase from 2011, and sales are only projected to increase. (Gartner Research).
  • Overflodafmuligheder for forbrugerene men også en overflodafmuligheder for brands..
  • Ipod, iphone 1 , ipad , iphone 4, iphone 5Der blev solgt 25iphone 5 i sekundet det første døgn..Pointen er imidlertidig at vi alle adapterer ny teknologi hurtigere og hurtigere. Og gud ved hvor mange ipda minis Apple allerede har solgt i de sidste 2 døgn..??
  • Ogsom vi nokalleharhørtførsåerInternettetikkemålet men midletMin kollegasagde for nyeligtilmig at han da ligevilleslådet op påInternettet. Pointener at Internettetog online mobiliteterblevetvigtigere end nogensindeførog I min optikeriOSfaktiskved at være et gammeltstyrsystemhvor man netop “slårnoget op påinternettet” for mig at se er apps someksFlipBoardfremtidenog for den sags skyldogsåMicroSoftsnyeWinfows 8..
  • Den konstante adgang til Internettet betyder ydermere at content bliver forbrugt og kreereret hurtigere og på endnu flere platforme end nogensinde før hvilket leder mig tilbage til the age of multiscreens.90% alle af media interactions er i dag baseret på en screen så man oprigitg begynde at snakke om ”firkantede” øjne.Det er derfor også paradoksalt at eks mobile ad spending kun står for 1% af den samlede mediespend når 9% af tiden er spenderet her.. (Vis papir avis)
  • Det konstante forbrug betyder også at vi tilgår vores screens flere steder end nogensinde før..
  • Så når vi kommer ned fra ISS kan vi altid fortsætte vores googling når vi kommer hjem igen
  • Hvilket gørsearch endnu mere vigitg end nogensinde før
  • Jeg har valgt her i den kvantitative del at tage udgansgpunkt i Googles OUR Mobil Planet. Jeg kunne også godt have valgt Gallup Index Dk udemærkede analyse fra i år – men da jeg ser mobile, som værende et globalt medie mener jeg at det metodisk vil være nemmere at benytte Mobile planet.Da jeg har en nørdet kvantitaiv baggrund har jeg brugt lidt tid på at validerer metoden bag og den er efter min overbevising helt valid.Også kan jeg også godt lide at ødelægge enhver god diskussion med facts.
  • 45% af alle 18+Undersøgelsen tager ikke teeangere, børn og babyer med, som må antages efterhånden at udgøre en stor del af smartphone brugerne.
  • De unge vil inspirerers mens de gamle skal uddannes. På trods af min mor er på sin anden smartphone skal der godt nok meget forklaring til før hun har lært at spille wordfeud, som så til min fortrydelse har taget en smule overhånd..Det er ikke nok og tro at alle kender til QR koder og Augemented Reality..
  • I vores ellers så politiks korrekte køns neutrale land ser vi dog at mobilerne ikke er lige fordelt..Modsat USA
  • Men det er iPhone og Android der stjæler billedet10% symbian i 2011
  • Stats radio fonien = DR
  • Også lige lidt social..Her den anden dag meldte facebook også ud at de er begyndt at tjene penge hovedsageligt pga mobile..Dog meldte google så ud i går at de taber penge pga mobile.. Er billedet ved at vende??Facebook får dagligt over en milliard searches.Når nok om telefon numre
  • I kender det selv når man er ude at shoppe – man skal liiiiige se om man kan få det billigere..Brugt det selv meget da jeg købte BIL i foåret inden den ungen kom og nu her i diverse baby butikker eller messer så skal man lige se om det kan fås billigere anderledes et andet sted..Et studie jeg har fået for øre påstår at hvis prisen er bare 2.5% højere i butikken vælger man at købe online..
  • Nåh så slap vi alligevel ikke helt for tallene
  • Jayne her blev eksponeret for ROPO: RSEARCH ONLINE PURCHASE PFFLINE . Eg carsSvært at lave en generisk studie.. Men i ved hvor meget magt
  • Værste eksempel er nok den smarte gut der scorer en dame og tager på mallorca i en uge..
  • I kender det selv når man er ude at shoppe – man skal liiiiige se om man kan få det billigere..Brugt det selv meget da jeg købte BIL i foåret inden den ungen kom og nu her i diverse baby butikker eller messer så skal man lige se om det kan fås billigere anderledes et andet sted..Et studie jeg har fået for øre påstår at hvis prisen er bare 2.5% højere i butikken vælger man at købe online..
  • 25% tweetsthru x factor
  • Og husk!Men nu får i lidt freetools!

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