Contenu connexe Similaire à Courting the-mobile-consumer-7-18-final (1) Similaire à Courting the-mobile-consumer-7-18-final (1) (20) Courting the-mobile-consumer-7-18-final (1)1. Courting Today’s Mobile Consumer
July 18, 2012
Presented by
Dan Lee
Director of Product, Digital
Nielsen
1
Title of Presentation
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
2012
2. Consider…JUST 5 years ago
Phones were primarily used for phone calls
Smartphone penetration was in single digits
The first iPhone was just released – Android
was still a vision for the future
The first iPad was still ~ 3 years away
How things have changed…even in the past year!
2
Source: Nielsen
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
3. Agenda
1 Who is the mobile consumer?
2
What is the mobile consumer doing on their
device?
3
How does mobile compare to TV and
Online?
4
How do consumer’s feel about advertising
on their mobile devices?
3
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
4. Who is the mobile consumer?
4
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
5. What are mobile consumers using today?
They are now mostly smartphone owners
Smartphone & Feature Phone Penetration, US
Mobile Subscribers Ages 18+
71% 69% 70%
65% 64%
62% 63% 62%
59% 58%
57% 56% 56%
54%
52% 52% 53% 55%
51% 52%
50%49% 48% 47% 45%
48% 48%
46%
43% 44% 44%
41% 42%
38% 37% 38%
35% 36%
29% 31% 30% Smartphone
Feature phone
Oct-10
Oct-11
Apr-11
Jul-11
Apr-12
Nov-10
Dec-10
Sep-11
Nov-11
Dec-11
May-11
May-12
Jan-11
Aug-11
Feb-11
Mar-11
Jun-11
Jan-12
Feb-12
Mar-12
Jun-12
5
Source: Nielsen Mobile Insights
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
6. This is especially true for younger and higher income
demographics
Smartphone Penetration by Age and Income
Mobile Insights Q1 2012 Ages 55+
is 30%
81%
with 51%
76%
74% annual
72%
67% growth
60% 61%
59% 58%
51%
47% 46%
42%
34%
31%
25%
22%
16%
Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-64 Ages 65+
<50k 50k-<100k 100k+
6
Source: Nielsen Mobile Insights
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
7. Consumers continue to adopt Android and iOS devices
NUMBER OF
49M 90M
ANDROID & iOS
USERS
May 2011
May 2012
PERCENTAGE OF
APP DOWNLOADERS
WITH ANDROID AND iOS PHONES
June 2011 80% APP 92% APP
June 2012
7
Source: Nielsen Smartphone Analytics
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
8. Gender can impact how consumers interact with apps
Male Share of Top Apps
58% 58% 58%
55% 56% 55% Gender Share by Usage Segment
53% 52%
50% 51%
56% 58%
Facebook YouTube Google Pandora Twitter 44% 42%
Search Radio
Mar-11 Mar-12
Female Share of Top Apps
50% 49% 48%
47% 45% 45%
42% 42% 44% 42% Low High
(bottom third of app (Top third of app
users) users)
Female Male
Facebook YouTube Google Pandora Twitter
Search Radio
Mar-11 Mar-12
Males tend to be first adopters, but females are quick 8
to catch up
Source: Nielsen Smartphone Analytics
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
9. Mobile consumers ages 25-44 make up a majority
of the high usage segment
Age Distribution Low App Users iOS Age Distribution High App Users iOS
Smartphone Analytics May 2012 Smartphone Analytics May 2012
Ages 18-24 Ages 55+
10% 9% Ages 18-24
19%
Ages 55+ Ages 45-54
32% 12%
Ages 25-34
21%
Ages 35-44
25% Ages 25-34
Ages 35-44 34%
Ages 44-54
17%
19%
9
Source: Nielsen Smartphone Analytics
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
10. Key Takeaways
Who is the mobile consumer?
Majority
Smartphones = Big
Mobile Media Usage
Gains
Android and iOS
continue to dominate
reaching 90M users
in the U.S.
10
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
11. What is the mobile consumer doing
on their device?
11
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
12. How are Mobile consumers spending their time?
U.S. mobile subscribers U.S. Mobile subscribers are
are avid app users … engaging in:
• Mobile Internet Browsing grew
from 98 million to 129 million
+102% 109
• Mobile App Downloads grew
from 41 million to 72 million
54
2011 2012
…are increasingly
embracing mobile
Total Mobile App Duration on Android & iOS
(Billions of Minutes Per Month) media services
Nielsen Smartphone Analytics May 2011 – May 2012
12
Source: Nielsen Smartphone Analytics and Mobile Insights
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
13. Consumers spend the majority of time on apps and are
diversifying the range of apps used
TIME SPENT ON PROPORTION OF TIME SPENT
APPS VS. WEB TOP 50 APPS
72% 81% 72% 56%
May 2011 May 2011
May 2012 May 2012
13
Source: Nielsen Smartphone Analytics
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
14. Poll Question
Which of the following categories do you think has had
the biggest percentage growth in the past 12 months?
Just to clarify, we’re not talking absolute growth in
terms of unique users, but growth percentage.
a) Commerce & Shopping
b) Communication (e.g. Email, messenger apps, Skype etc.)
c) Entertainment
d) Finance
e) News & Information
f) Photography
g) Social Networking
h) Travel
14
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
15. Consumers are pushing apps into the mainstream at
a fast pace
2011 Growth Rate of Mobile App Unique Audience by Category on Android or iOS
Smartphone Analytics May 2012 vs. May 2011
Instagram added 13m users in
Photography 123% the past year and has grown
270% in the past 3 months
Travel 116%
Finance 105%
Communication 98%
News & Information 90%
In the past year Amazon
Commerce & Shopping 89% Mobile added 8m users while
Amazon App Store added 6m
Entertainment 85%
and eBay added 5m
Total Mobile Universe 84%
Social Networking 59%
15
Source: Nielsen Smartphone Analytics
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
16. Consumers are driving a lot of movement in the top
50 apps
Distribution of Time Spent in Change in App Ranking Year over Year -Top
Apps on Android and iOS 50 Android and iOS Apps
Smartphone Analytics, March 2012 Smartphone Analytics, March 2011 – March 2012
“All Other
Apps”
26% a
year ago
16
Source: Nielsen Smartphone Analytics
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
17. Consumers are using their mobile devices to stay
social and local
Mobile Apps and the Social / Local Intersection
YouTube
Social Google
Gmail Search
Pandora Twitter Google
Radio Maps
Facebook
Draw The
Something Weather
Free Instagram Channel
Words
with Weather
Friends Local
12 of the top 15 17
apps have a social and/or local component
Source: Nielsen Smartphone Analytics
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
18. The growth of selected mobile games is outpacing
Android and iOS growth
Unique Audience on Android and iOS
Mobile NetView 3.0
77% growth
83,675 among
79,324 selected
75,065 games
71,545
68,574
65,643
Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12
iPhone / Android Active App User Audience18+ (000)
Select iPhone / Android Games Combined Unique Audience (000) 18
Source: Nielsen Smartphone Analytics
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
19. Mobile phone and tablet influencing gaming
Overall gameplay for the average gamer increased by 7% in 2011 vs. 2010,
driven by various platforms, but mainly mobile and tablet
The rise of iOS, Android & Facebook as platforms has partially, but not
completely, driven F2P gaming growth
Mobile/tablet gamers are more gender-balanced & skew 18–34, non-white,
$100K+ income. Within them further segments emerge, including mobile-only
players driven by teens
Mobile and tablet F2P gamers are more likely & willing to pay for gaming
content than their PC peers
19
Source: Nielsen
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
20. Mobile phones are shopping companions and
shopping assistants
89%
use smartphones
while shopping in
store
Top Shopping
Apps
1. eBay Mobile
2. Amazon
Mobile
3. Groupon
4. shopkick
20
Source: Nielsen Smartphone Analytics and Mobile Connected Device Report
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
21. Mobile devices are impacting the consumer’s path
to purchase
Comparing prices
online while shopping
Purchase
in a store
Done Mobile
Shopping on 40% 18%
Smartphone or Using Location
Tablet Based Services
to find a retail
location
No 21%
Searching for/using
online coupons
25% Paying for goods
and/or services at
Yes 79% POS at a merchant
Discovery 8%
21
Source: Nielsen Mobile Shopping Report
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
22. Mobile provides an opportunity for the Financial
vertical
Active Reach of Mobile Banking/Finance Apps Average Time Spent per Person (Minutes)
Smartphone Analytics, May 2012 Smartphone Analytics, May 2012
Chase 10% USAA 35
Bank of America 10% Mint.com 31
PayPal 9% Chase 20
Capital One 4% Bank of America 19
Mint.com 4% Citibank 14
USAA 3% Wells Fargo 13
Wells Fargo 3% Capital One 12 Category
Citibank 2% reach is 47%
PayPal 12
and time per
American Express 2% American Express 7 person is 17
minutes
22
Source: Nielsen Smartphone Analytics
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
23. Key Takeaways
What is the mobile consumer doing on their device?
Apps are still king when it
comes to smartphones vs. the
mobile web
Successful apps leverage all
the key advantages of a social,
local and mobile smartphone
Smartphones have enabled
innovation in several industry
verticals such as retail and
finance
23
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
24. How does mobile compare to other
mediums such as TV and Online?
24
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
25. The smartphone audience is rapidly approaching
that of the PC…
Smartphone Users – Actual and Projected, US
All Mobile Subscribers A:13+ – Actual through Q2 2012
300 TV = 290M
250
Total Mobile = 237M
PC = 218M
200
142 148
150
126
115
107
95
100 86
79 Smartphone = 126M
72
65
58
49 51
39 44
50 34 37
24 30
0
Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 2011 2012 2012 2012 2012
25
Source: Nielsen
Note: Mobile Users A:13+; TV and PC A:2+
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
26. The average smartphone user, spends nearly an hour
a day consuming Mobile content
Average Daily Time Spent on Media Activity (h:mm)
Total Population, March 2012
0:39 0:01 0:10 5:37
0:04 0:09 0:03 0:09
0:13
0:49 0:11 0:23
Mobile
Mobile Web
0:32
Video
Online Video
Mobile App
4:47
Browsing
Streaming
4:32
Time Shifted
TV Viewing
Usage
TV
Online Web
TV
Browsing
Daily time spent among the total population
Daily time spent among users of the media type 26
Source: Nielsen
Note: Mobile Users A:13+; TV and PC A:2+
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
27. While TV still dominates for video viewing, Mobile wins
for convenience viewing
Q1 2012 Video Penetration among Monthly Time Spent among
the Total Population Video Users (hh:mm)
14%12% MOBILE 5:01
54% ONLINE 5:24
95% TELEVISION 155:46
27
Based on Total US Population, Persons 2+ for TV and Online, 13+ for Mobile, Q1 2012
Source: Nielsen
Note: Mobile Users A:13+; TV and PC A:2+
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
28. Smartphones are for snacking, while tablets are for
meals
Media Content Accessed Through Device
Mobile Connected Device Report, Q1 2012
Reach of
Netflix is
62% 25% on iPad
59% and 12% on
53% iPhone
51%
46%
4.0x
26% 28%28%
26% 25% 26%
23% 22%23%
2.9x 2.4x
4.2x
12% 10%
9%
6%
Books Movies Magazines TV shows News Social Downloaded Sports Streaming
Networking music radio
Tablet Smartphone
Mobile consumers frequently turn to tablets to consume 28
long-form content
Source: Nielsen Mobile Connected Device Report
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
29. The iPad’s larger screen drives different usage
patterns
Web vs. App Reach on iPad
92%
iPad’s bigger screen
78%
drives more…
67%
64%
Video Evening
Browsing
Viewing Usage
20%
11%
versus iPhone
Facebook Twitter Amazon
Web App
Consumers browse on the iPad
29
Source: Nielsen Smartphone Analytics
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
30. Engage with Mobile consumers while they watch
traditional TV
87%
of smartphone
owners use their
device while
watching TV
88%
of tablet owners
use their device
while watching
TV
30
Source: Nielsen Mobile Connected Device Report
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
31. Poll Question
What do you think the top activity is on a smartphone or
tablet when watching a TV show?
a) Looking up product info based on TV ad
b) Looking up coupons/deals related to TV ad
c) Shopping
d) Checking email
e) Browsing the web
f) Social networking
g) Using apps
31
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
32. Consumers use their Mobile devices for a variety of
activities while watching TV
Tablet or Smartphone Activities while Watching TV
Mobile Connected Device Report, Q1 2012
Checked email during 57%
the program 52%
Surfed the web for unrelated 55%
information during the program 36%
Used a downloaded 50%
application 43%
45%
Shopping
23%
Visited a Social Networking 44%
site during the program 40%
Looked up info related 38%
to the TV program 23%
Tablet Owner
Looked up product information 26% Smartphone Owner
for an ad I saw on TV 17%
Looked up coupons/deals 22%
related to a TV ad 12% 32
Source: Nielsen Mobile Connected Device Report
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
33. Key Takeaways
How does mobile compare to other mediums such as TV &
Online?
Smartphone audience is rapidly
approaching the PC audience in
terms of size
Despite the dominance of TV,
Mobile is gaining share from
being the ‘always available
screen’
Big opportunity to engage users
on smartphones and tablets
while they are watching TV!
33
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
34. How do consumers feel about
advertising on their mobile devices?
34
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
35. While users show more receptivity to advertising
Tablet Mobile advertising is becoming accepted, ads
with user benefits bolster acceptance rates
I am open to ads on this device if it improves
the range of media content available
1 in 3 Tablet 22%
tablet owners
and Smartphone 16%
1 in 5
smartphone owners
I don't mind ads on this device so long as
it is relevant to my interests
think advertising is
acceptable on the Tablet 22%
mobile device
Smartphone 15%
35
Source: Nielsen Mobile Connected Device Report
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
36. Gain trust of Mobile consumer over time and with
demonstrating value
To What Extent do you Trust the Following Forms of Advertising
Global Online Survey (Q3 2011 n=501)
Recommendations from people I know 91%
Ads in newspapers 48%
Ads in magazines 47%
Ads on TV 47%
Ads on radio 46%
Billboards 41%
Ads served in search engine results 36%
Ads on social networks 33%
Online video ads 33%
Online banner ads 29%
Display ads on mobile devices 27%
Text ads on mobile phones 26% 36
Source: Nielsen Global Online Survey
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
37. Privacy concerns can be overcome by earning
trust and showing relevance
Ads with Custom Location-Based
Offerings are More Useful - % Agree
Q1 2012 Mobile Connected Device Report
Ages 13-17 45%
Agree
30%
30% of users Ages 25-34 36%
find ads with
custom location- Ages 18-24 33%
based offerings
more useful Ages 35-44 32%
Ages 45-54 22%
Disagree
70% Ages 55+ 25%
37
Source: Nielsen Mobile Connected Device Report
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
38. Mobile advertising effectiveness shows promise
17% of tablet owners and 14% of smartphone owners
Clicked to view the full ad or product offering
8% of tablet owners and 5% of smartphone owners
Made a purchase through my device based on an ad I saw
25% of tablet owners and 22% of smartphone owners
Made a purchase on the Internet via PC
17% of tablet owners and 12% of smartphone owners
Searched for more info about a business I saw advertised
38
Source: Nielsen Mobile Connected Device Report
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
39. With some Mobile campaigns performing much
better than TV
Campbell’s Expanded iAd Performance
vs. Campbell’s TV Ad Norm – A18+
Campbell's Expanded iAd Campbell's TV Ad Norm - Broadcast/Cable Prime (11.1.10 - 12.09.10)
2.3X 4.7X 3.2X 5.4X
General Recall Brand Recall Message Recall Ad Favorability
39
TV Standard Ad Source: Nielsen, Broadcast + Cable Primetime; 11.01.10 to 12.09.10, A18+
Campbell’s iAd Data: Among Respondents who were exposed to and tapped on the Campbell’s iAd, A18+, Sample size (N=51)
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
40. Key Takeaways
How do consumer’s feel about advertising on their mobile devices?
There is still a delicate
balance between placing
relevant ads and
encroaching on privacy
When executed well on
mobile, ad recall and
favorability can surpass
other mediums
40
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
41. What have we learned about the mobile consumer?
Who is the mobile consumer?
1 • Rapidly growing group of smartphone owners
• Younger, higher income demos leading the charge
2 What is the mobile consumer doing on their device?
• Being social, keeping it local, and pushing industry verticals to evolve
How does mobile compare to TV and Online?
3 • Mobile relatively small for video consumption but growing
• Smartphones and tablets are complimentary to TV usage…
How do consumer’s feel about advertising on their
4 mobile devices?
• Open to mobile advertising that demonstrates value and convenience to
the consumer
41
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
42. Q&A
Visit our blog at:
http://blog.nielsen.com/nielsenwire/category/online_mobile/
Follow us on Twitter:
#mobileconsumer
If you have additional questions that were not addressed in the Q&A
session, please submit them to nielsenmediainsights@nielsen.com
by July 31.