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@eliasveris<br />
Focus on Europe<br />Western Europe:<br />Belgium - Netherlands  - France Luxemburg - Germany - Austria - Ireland - Switze...
Smartphone Adoption<br />
Mobile I Europe Mobile devices<br />39% Smartphone adoption in Europe<br />32% Smartphone adoption in NL<br />N Europe = 7...
Mobile I Europe Future intention – Next 6 months <br />Q : To what extent are you planning to get each of the following ap...
Whydon’tyou have a smart phone<br />39% Currentphonestillworks fine<br />33% I don’tneedone<br />29% It’s tooexpensive<br ...
Todays barriers are tomorrows drivers.<br />
Mobile Internet Access & Social Networking Impact <br />
Mobile I Europe Mobile devices<br />28% Smartphones with internet connection<br />22% in NL<br />N Europe = 7446 / F = non...
Mobile IDaily internet access via smartphone<br />Q :Could you please indicate to what extent you use your smartphone to s...
57% Daily social media logon<br />66% amongconnectedsmartphone users<br />
49% of Europeans follow brands on social media<br />56% amongconnectedsmartphone users<br />
Connectedsmartphone users want more brand engagement on social media<br />Announce more events & offer promotions (61%)<br...
The Mystery of Appsand Services<br />
Mobile I EuropeThe Death Valley of Apps<br />No appsinstalled<br />Appsinstalled<br />N Europe = 2178 / F = Ifsmartphonewi...
+ Contact<br />+ Convenience<br />68% Navigation<br />59% Social Networking<br />62% Weather forecasts<br />52% Informatio...
Getting relevant information on yourlocation (58%)<br />Making small payments via SMS for parkings, bus,… (55%)<br />Getti...
Getting relevant information on yourlocation (58%)<br />Making small payments via SMS for parkings, bus,… (55%)<br />Getti...
Hurray! We have LBS!<br />
Euh….<br />Location-based servicesI Europe in perspectiveAwareness & usage<br />Almost half of europeans has never heard a...
Location-based servicesI Europe in perspectiveAwareness & usage<br />Almost half of europeans has never heard about locati...
Location-based servicesI Europe in perspectiveAwareness & usage<br />Almost half of europeans has never heard about locati...
When checking in to a certain location, people would like to receive local promotions or information.<br />Location-based ...
1. Todays barriers are tomorrows drivers.<br />2. Mobile drives social media & brand engagement.<br />3. Contact/Convenien...
@eliasveris<br />@IABNederland<br />Questionsaboutthis research? <br />Contact:<br />Elias Veris, Insites Consulting<br />...
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The Mobile Digital Consumer - Emerce eDay 2011

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The Mobile Digital Consumer - Emerce eDay 2011

  1. 1. @eliasveris<br />
  2. 2. Focus on Europe<br />Western Europe:<br />Belgium - Netherlands - France Luxemburg - Germany - Austria - Ireland - Switzerland - United Kingdom<br />Northern Europe:<br />Denmark -Finland -Norway -Sweden <br />EasternEurope:<br />Bulgaria -CzechRepublic -Hungary -Poland -Romania -Russian Federation-Slovakia -Ukraine <br />Southern Europe:<br />Spain -Croatia -Greece -Italy -Portugal -Slovenia -Turkey -Serbia<br />Voorwoord<br />Sedmagna nisl, volutpat in sodales vitae, fermentum et dolor. Aliquameratvolutpat. Nullafacilisi. Nunc magna lorem, ultricies at dictum in, auctorvel sem. Curabiturlaciniavariusullamcorper. Loremipsum dolor sit amet, consecteturadipiscingelit. Phasellussapienvelit, luctusnectempordignissim, placeratut diam. Phasellus in porttitornibh. Donecquis semper quam. Curabitur id quam in purusvolutpat dictum sed a massa. Donecmolestiesemquiseratfacilisisfringilla. Nam id nisi ut ligula laciniaegestas. Nuncbibendum ante sit ametnislultricesvehicula. Morbisedliberosedtortorblanditvehicula.<br />
  3. 3. Smartphone Adoption<br />
  4. 4. Mobile I Europe Mobile devices<br />39% Smartphone adoption in Europe<br />32% Smartphone adoption in NL<br />N Europe = 7446 / F = none<br />
  5. 5. Mobile I Europe Future intention – Next 6 months <br />Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%)<br />22% purchaseintention next 6 months in Europe<br />Brazil, India, China: 30-40%<br />14% in NL – 10% in BE.<br />N Europe = 7446 / F = none<br />
  6. 6. Whydon’tyou have a smart phone<br />39% Currentphonestillworks fine<br />33% I don’tneedone<br />29% It’s tooexpensive<br />24% I don’tsee the benefit (yet)<br />
  7. 7. Todays barriers are tomorrows drivers.<br />
  8. 8. Mobile Internet Access & Social Networking Impact <br />
  9. 9. Mobile I Europe Mobile devices<br />28% Smartphones with internet connection<br />22% in NL<br />N Europe = 7446 / F = none<br />
  10. 10. Mobile IDaily internet access via smartphone<br />Q :Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)<br />47%<br />23%<br />55%<br />56%<br />65%<br />64%<br />51%<br />39%<br />N Europe = 2972 / F = If smartphone (with or without internet subscription)<br />
  11. 11. 57% Daily social media logon<br />66% amongconnectedsmartphone users<br />
  12. 12. 49% of Europeans follow brands on social media<br />56% amongconnectedsmartphone users<br />
  13. 13. Connectedsmartphone users want more brand engagement on social media<br />Announce more events & offer promotions (61%)<br />Share ideasandprovide updates on future products & services (57%)<br />Give feedback (55%)<br /> Invite consumersto co-create products & services (47%)<br /> Start conversationswithconsumers (46%)<br />
  14. 14. The Mystery of Appsand Services<br />
  15. 15. Mobile I EuropeThe Death Valley of Apps<br />No appsinstalled<br />Appsinstalled<br />N Europe = 2178 / F = Ifsmartphonewith internet / data subscription<br />N Europe = 1774 / F = Ifappsinstalled on smartphone<br />
  16. 16. + Contact<br />+ Convenience<br />68% Navigation<br />59% Social Networking<br />62% Weather forecasts<br />52% Information<br />+ Entertainment<br />61% funand games<br />56% music & videos<br />
  17. 17. Getting relevant information on yourlocation (58%)<br />Making small payments via SMS for parkings, bus,… (55%)<br />Getting a discount/coupon whenyou walk past a shop (50%)<br />Banking via mobile phone (49%)<br />Operating devices in your home from a distance (48%)<br />Gettingdetailed product information in a shop (44%)<br />Purchase products via your mobile phone (38%)<br />Personal location-basedads (18%)<br />
  18. 18. Getting relevant information on yourlocation (58%)<br />Making small payments via SMS for parkings, bus,… (55%)<br />Getting a discount/coupon whenyou walk past a shop (50%)<br />Banking via mobile phone (49%)<br />Operating devices in your home from a distance (48%)<br />Gettingdetailed product information in a shop (44%)<br />Purchase products via your mobile phone (38%)<br />Personal location-basedads (18%)<br />
  19. 19. Hurray! We have LBS!<br />
  20. 20. Euh….<br />Location-based servicesI Europe in perspectiveAwareness & usage<br />Almost half of europeans has never heard about location-based services.<br />12% is using location-based services.<br />N=2972<br />N=111<br />N=163<br /> 48% (30%) A, 8% U<br />14% (30%) A, 4% U<br />7% (5%) A, 1% U<br />N=45<br />N=164<br />N=92<br />N=77<br />■ I’m a current user of LBS<br />■ I’ve been using LBS, but not anymore<br />■ I know what LBS is, but I’ve never used it<br />■ I have never heard about LBS<br />N Europe = 2178 / F = Ifsmartphonewith internet / data subscription<br />
  21. 21. Location-based servicesI Europe in perspectiveAwareness & usage<br />Almost half of europeans has never heard about location-based services.<br />12% is using location-based services.<br />My phone has the ability (53%)<br />I’maninnovative person, I try new things (42%)<br />N=2972<br />N=111<br />It’s fun (37%)<br />Why?<br />I want to track whereI’ve been/myfavouriteplaces (28%)<br />I get promotions/otherrewardsfrom brands/companies (12%)<br />N Europe = 232 / F = smartphonewith internet / data subscription, current users of LBS<br />
  22. 22. Location-based servicesI Europe in perspectiveAwareness & usage<br />Almost half of europeans has never heard about location-based services.<br />12% is using location-based services.<br />Privacy concerns (37%)<br />I don’t care (32%)<br />N=2972<br />N=111<br />I don’tknowhow I can benefit (23%)<br />Why<br />It’s notbeneficialyet (17%)<br />not?<br />N Europe = 232 / F = smartphonewith internet / data subscription, current users of LBS<br />
  23. 23. When checking in to a certain location, people would like to receive local promotions or information.<br />Location-based servicesI EuropeExpectations towards brand and companies<br />Q : Brands and companies are using LBS to connect with people like you and me. What are your expectations <br /> towards those brands and companies about their actions via LBS? When a user of LBS ‘checks in’ to a certain location, brands and companies should…<br />Expectations top2%<br />Europe<br />Offer local promotions<br />(63%)<br />Offer advice on things to do on that location<br />(63%)<br />Provide background information on the location (60%)<br />■LBS users N=232<br />■Non LBS users N=1000<br />Start an online conversation with the user <br />(23%)<br />Send advertising<br />(19%)<br />N Europe = 2178 / F = Ifsmartphonewith internet / data subscription<br />
  24. 24. 1. Todays barriers are tomorrows drivers.<br />2. Mobile drives social media & brand engagement.<br />3. Contact/Convenience/Entertainment keep you out of Death Valley.<br />4. Context = Location. LBS lacks real benefits <br />5. The brand that adds benefit to context, will win.<br />
  25. 25. @eliasveris<br />@IABNederland<br />Questionsaboutthis research? <br />Contact:<br />Elias Veris, Insites Consulting<br />Jorrik van Wonderen, IAB<br />www.insites.eu<br />www.iab.nl<br />

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