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Tns Mobile Life 2013 - Strategie Mobile per la crescita del business

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Mobile SEA report 2012
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Tns Mobile Life 2013 - Strategie Mobile per la crescita del business

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Mobile Life analizza motivazioni e comportamenti di 38.000 individui in 43 Paesi nel mondo, per individuare priorità ed insight di crescita per la marche.

Mobile Life analizza motivazioni e comportamenti di 38.000 individui in 43 Paesi nel mondo, per individuare priorità ed insight di crescita per la marche.

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Tns Mobile Life 2013 - Strategie Mobile per la crescita del business

  1. 1. Mobile Life 2013 | An introduction to the study ©TNS
  2. 2. Contents 1 The Mobile Life Proposition 03 22 Market coverage 14 3 Some insights from 2013 17 4 Offer, Deliverables & Costs 29 ©TNS 2
  3. 3. The Mobile Life Proposition 1 ©TNS 3
  4. 4. The mobile phone has permeated every aspect of our reality. It’s always with us, always on. It’s become essential for our lives ©TNS 4
  5. 5. The mobile is a personal device. We make our phone our own and develop our unique mobile circle of trust ©TNS 5
  6. 6. If a brand is invited into in this mobile circle of trust, huge benefits are available ©TNS 6
  7. 7. The mobile is also impacting the path to purchase, giving consumers greater power and revolutionizing the in-store experience ©TNS 7
  8. 8. Many marketers are already beginning to realise the impact that mobile has in delivering better communications with consumers “We have seen how you can use mobile mechanics to empower our above the line media... “Mobile: the enabler of our comms model” Mobile has helped turn brand advertising into brand experiences “We have seen how you can use mobile mechanics to empower our above the line media... ...and can actually be a true story-telling device and channel” ©TNS 8 Jay Altschuler Unilever’s director of global media innovation Speaking at IAB Mobile Engage in London, May 2012 In one year, Unilever has created 13 mobile iAds across 11 brands in six countries
  9. 9. Mobile has become an integral part of consumers’ lives and a necessary tool for businesses’ communication, media and advertising strategies. TNS recognizes these developments and strives to provides valuable insights into the category at both a global and local level through Mobile Life Study Positioning Mobile Life is a strategic tool to inform marketing and communication decisions, partnership investments, and aid with product development – it assists in: - Understanding the role of Mobile in consumers’ lives – what Mobile functionalities and services are demanded to meet the changing needs and behaviors of today - Examining the evolving device ecosystem – how are consumers using desktops, laptops, smartphone and tablets together; and what is the future of each of these categories - Providing consumer feedback on cutting-edge Mobile developments such as Mobile Payments, QR codes and location-based features to assist in product development and communication - Exploring the brand interplay present in the constantly changing Mobile category – allowing ©TNS 9 - Exploring the brand interplay present in the constantly changing Mobile category – allowing for more informed partnership decisions - Understanding the potential of Mobile in marketing & communications strategies - Empowering businesses with the information necessary to develop an effective Mobile strategy
  10. 10. What’s New in 2013? Share of time spent across five devices for digital activities In-depth look at mobile path to purchase activities at a category level, as well as showrooming behaviour New Conversion Model analysis for handset, network, OS and content Device ecosystem Mobile path to purchase Brand New Conversion Model analysis for handset, network, OS and content brands Drill downs into location-based services, social networking, instant messaging Brand relationships Innovative mobile services Mobile finance Mobile data usage Mobile attitudes Continued examination of mobile banking and mobile wallet usage, as well as triggers and barriers Investigation of WiFi vs. mobile network data usage A deeper look at user attitudes towards their mobile phones, data usage, and app usage ©TNS 10 Mobile attitudes Mobile Behave linkage usage, and app usage Combined data set linkage with Mobile Behave data in select markets Kick-off webinar Target market linkage The inclusion of category usage questions for 25 products – enabling better identification of the client’s target market
  11. 11. MOBILE COMMUNICATION | Mobile ownership and usage Phone(s) owned, classification of business / personal user DEVICE INTERPLAY | Technology device ownership / usage & role of mobile Technology devices owned & purchase intention, ecosystem modelling, and purchase drivers Study Content – What’s Included in 2013? Technology devices owned & purchase intention, ecosystem modelling, and purchase drivers Interplay of mobile, smartphone, tablet, Smart TV, laptop/notebook & PC – activity-based device usage Investigation into tablets – brand, purchase drivers, activity usage, usage occasions MOBILE ENVIRONMENT | Handset share, replacement, brand and operating system Handset brand & form-factor, smartphone / advanced feature phone ownership Price paid and intended for handset, replacement cycle of phone, change in mobile usage over time Current network provider / carrier, payment plan & data package used; Commitment to brands – targeting of ‘open’ consumers, OS used & loyalty – intended OS & key drivers MOBILE USAGE | How consumers use their mobile devices Current usage and latent demand for a range of current and progressive features & services ©TNS 11 Current usage and latent demand for a range of current and progressive features & services Usage of WiFi services and the impact on mobile data usage, attitudes towards mobile data adoption Usage of instant messaging brands, drivers for IM adoption, impact on SMS/text messaging Social networking – activities carried out, types of LBS features used / reason for using Drivers for application download, general attitudes towards applications
  12. 12. M-COMMERCE | Role of mobile finance Current usage and interest in mobile finance activities Drivers & barriers to mobile wallet Drivers & barriers to mobile banking Study Content – What’s Included in 2013? Drivers & barriers to mobile banking MOBILE PATH TO PURCHASE | The role of the mobile in online research & shopping Current usage of mobile based product research/purchase activities for four key consumer categories Overall interest in research activities Overall usage of mobile based research/purchasing for key consumer categories Interest in innovative mobile retail solutions Detailed usage of mobile for automotive research Use of the mobile phone for ‘showrooming’ (viewing the product in-store but then purchasing elsewhere) PROFILING | Demographic information General product category purchasing ©TNS 12 General product category purchasing Household income, level of education, marital status, household composition Age, gender, location / region within country, employment status & job level, local market social class questions (in certain markets)
  13. 13. - Mobile Behave | A 360 Degree Perspective on Consumers Mobile Behave uses smartphones to open a window into peoples’ daily life, using passive on-device Connection with Mobile Behave Mobile Behave uses smartphones to open a window into peoples’ daily life, using passive on-device measurement and on-the-spot interaction to interpret consumer behaviour and mobile consumption 24/7 - Mobile Behave data from some countries are included in Mobile Life reporting, where complementary This will allow: - Deeper understanding of consumers’ usage of phone features and applications - Insight into consumer ‘actual’ behaviour, and how this relates to ‘reported’ behaviour - Although Mobile Behave will be integrated where relevant in Mobile Life reporting and presentations, ©TNS 13 - Although Mobile Behave will be integrated where relevant in Mobile Life reporting and presentations, access to the full Mobile Behave database will only be available to paying subscribers of the study.
  14. 14. Market Coverage 2 ©TNS 14
  15. 15. North America Canada USA Latin America Europe Czech Republic Finland France Germany Asia and Middle-East China Hong Kong India Indonesia Mobile Life is based on conversations in 43 countries, designed to capture the entire population of mobile users in each market Latin America Argentina Brazil Mexico Africa Cameroon Egypt Ghana Kenya Nigeria Senegal South Africa Australasia Germany Italy Netherlands Norway Poland Portugal Russia Slovakia Spain Sweden UK Indonesia Japan Malaysia Philippines Saudi Arabia Singapore South Korea Taiwan Thailand Turkey UAE Vietnam ©TNS 15 Australasia Australia New Zealand
  16. 16. Representative across 16-60 yr olds; both mobile phone owners and non-owners; boosted sample in key markets Country Sample Methodology Argentina 479 Web CLT Australia 996 Online Brazil 1000 Web CLT Cameroon 642 F2F CAPI Canada 983 Online Country Sample Methodology New Zealand 497 Online Nigeria 1596 F2F PAPI Norway 625 Online Philippines 491 F2F PAPI Poland 977 F2F CAPICanada 983 Online China 3159 F2F PAPI Czech Republic 992 Online Egypt 1020 F2F CAPI Finland 500 Online France 1001 Online Germany 997 Online Ghana 545 F2F CAPI Hong Kong 502 Online India 2980 F2F PAPI Indonesia 1500 F2F PAPI Italy 996 Online Japan 500 Online Kenya 741 F2F CAPI Poland 977 F2F CAPI Portugal 500 F2F CAPI Russia 1003 Web CLT Saudi Arabia 513 F2F CAPI Senegal 507 F2F PAPI Singapore 501 Online Slovakia 505 Online South Africa 1002 F2F PAPI Spain 498 Online Sweden 593 Online Taiwan 502 Online Thailand 1000 F2F PAPI Turkey 776 F2F CAPI UAE 512 F2F CAPI ©TNS 16 Korea 1026 Online Malaysia 500 Online Mexico 753 Web CLT Netherlands 796 Online Increased sample in 2013! UAE 512 F2F CAPI UK 497 Online USA 1497 Online Vietnam 500 F2F PAPI
  17. 17. Some insights from 2013 3 ©TNS 17
  18. 18. “My mobile is my most important piece of technology” – Italy In Italy, mobile’s importance as a tech device is lower than the Global average; mobile plays an important part in younger people aged under 30 years old and women 54 38 32 27 37 43 38 35 28 24 23 35 38 42 34 27 31 37 42 46 % ©TNS Agree Disagree Global Europe Italy Male Female 16-21 22-30 31-40 41-50 51-60 18 B20. Attitudes towards mobile phones Base: Mobile users – Global 35286 | Europe 11095 | Italy 993 | Male 498 | Female 495 | 16-21 112 | 22-30 168 | 31-40 241 | 41-50 265 | 51-60 207 Local Report 2013 - Italy
  19. 19. As the price of smartphones has plunged below the price consumers are willing to pay for phones in Italy, smartphone ownership will probably continue to expand 700 Price willing to pay vs. average smartphone price – Italy (USD $) Price of HTC Desire Price of 288 0 100 200 300 400 500 600 2007 2008 2009 2010 2011 2012 2013 Price of original iPhone Price of Blackberry Torch 80 Price of Huawei handset ©TNS 19 2007 2008 2009 2010 2011 2012 2013 Price all mobile owners are willing to pay in 2013 Price of a smartphone over time (global) C14. Price willing to pay Base: Mobile owners – Italy 993 Local Report 2013 - Italy
  20. 20. The time spent on using the tablets will bring about a reduction in the use not only of computers but also, albeit to a lesser degree, of smartphones. Potential usage share flows for tablets – Italy Tablet 4.4% +7.0%+7.0% +4.0 -0.3 Laptop +2.4 -0.2 Desktop Computer 2.2% +1.3 -0.2 Smart- phone 1.1% +0.2 -0.1 Smart TV 0.0% ©TNS 20 Tablet Other devices’ current market share Projected market share Local Report 2013 - Italy Laptop 3.7%
  21. 21. Tablet usage in Italy hinges very much around the Internet functions, although the various entertainment functions (photo, video, music, gaming) are also important. Top 12 activities carried out on tablets 69 59 Current 54 44 48 34 41 41 24 32 21 19 21 1712 88 21 79 59 40 37 36 36 25 24 24 24 23 19Italy Global Access internet via WiFi Emails To browse the internet To take photos To play games To listen to music To chat via IM To watch TV/video For social gaming Assist in business life To help organise my life To edit documents Current ownership ©TNS 54 21 B1. Tablet ownership | B10. Tablet usage Base: Tablet owners – Global 5413 | Italy 216 Local Report 2013 - Italy
  22. 22. Consumers implement a high degree of selection of the large number of applications available: of the free apps, they only download the ones that interest them. If, after a few weeks, the apps are not found to be useful or entertaining, they are deleted. Attitudes towards applications – Italy Disagree Agree 53 51 43 50 70 I don’t like to download too many apps – they clutter up my phone I often download apps that I stop using after a few weeks I find that apps are better than mobile websites for accessing the content that I want I am annoyed when apps don’t contain all the features that I can access via a website I only download free apps 15 18 15 14 10 ©TNS 70 72 22 Local Report 2013 - Italy I only download free apps I delete apps if I find that they are not useful or entertaining 10 10 Base: Application users 476 D18. Attitudes towards applications
  23. 23. Price perceptions on mobile data don’t decline as usage increases – some of the most negative perceptions occur in developed markets where mobile internet has saturated the market 80,0 90,0 100,0 % agreeing that mobile data is still too expensive 0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 Egypt Cameroon Senegal India Portugal Poland Thailand Ghana Indonesia Vietnam CzechRepublic Turkey Russia Philippines Kenya Brazil Argentina Germany Slovakia Nigeria Mexico NewZealand SouthAfrica Netherlands Canada Taiwan France Italy Japan Finland USA Australia China Spain UK UAE Malaysia Sweden Norway SaudiArabia HongKong Singapore SouthKorea ©TNS 23 Egypt Cameroon Senegal India Portugal Poland Thailand Ghana Indonesia Vietnam CzechRepublic Turkey Russia Philippines Kenya Brazil Argentina Germany Slovakia Nigeria Mexico NewZealand SouthAfrica Netherlands Canada Taiwan France Italy Japan Finland USA Australia China Spain UK UAE Malaysia Sweden Norway SaudiArabia HongKong Singapore SouthKorea Mobile internet penetration C29. Attitudes towards mobile data Base: Mobile users 10% 90%70%40% Kick-off webinar
  24. 24. Half of the consumers use WiFi systems for accessing the Internet on the go, although time-wise it is accessed primarily via the mobile network. Mobile % of mobile users in Italy who access data via… 14 14 12 13 11 16 12 14 12 9 18 Mobile network data WiFi at home WiFi in public % data usage (in terms of share of time) in Italy via: 81 53 48 Mobile network data WiFi at home WiFi in public areas 59 50 51 47 55 36 47 51 48 65 27 27 36 37 40 34 49 41 35 40 26 55 All ©TNS 24 Global Europe Italy Male Female 16-21 22-30 31-40 41-50 51-60 All WiFi users Local Report 2013 - Italy C17a. Data package type | D1. Feature usage | D19. % split of mobile data usage Base: C17a & D1: Mobile users – Italy 993 Base: D19: Mobile data or WiFi users - Global 21841| Europe 7274| Italy 883 | Male 456 | Female 427 | 16-21 106 | 22-30 155 | 31-40 218 | 41-50 231 | 51-60 173 Base: D19: All WiFi users - 595
  25. 25. 34 22 26 28 24 33 31 29 22 20 However, consumers generally do not see the mobile as a replacement for in-store sales assistants – the two will need to supplement each other I would prefer to access product information and Attitudes towards mobile in the path to purchase – Italy Global Europe Italy Male Female 16-20 21-30 31-40 41-50 51-60 31 22 29 33 24 30 30 36 24 24 36 51 35 33 38 25 36 32 36 42 22 24 22 20 Agree Disagree information and reviews on my phone than to speak to a sales person in a store I trust the information that I can access on my ©TNS 36 45 31 27 35 26 33 25 31 38 22 24 24 24 25 Local Report 2013 - Italy F7. Attitudes towards mobile’s role in the path to purchase can access on my mobile phone more than a sales person in a store Base: Mobile users – Global 35286 | Europe 11095 | Italy 993 | Male 498 | Female 495 | 16-21 112 | 22-30 168 | 31-40 241 | 41-50 265 | 51-60 207
  26. 26. Mobile’s usage in the path to purchase is not the same across categories, and is very much aligned to how shoppers behave in individual markets ©TNS 26 Kick-off webinar
  27. 27. Research at home Compare prices in store Read reviews in store Mobile is starting to be used in the path to purchase, above all in store and for personal electronics. 7 5 4 Activities in the mobile path to purchase by category – Italy Food and beverage Personal hygiene Clothing and shoes Personal electronics 20 14 11 14 10 7 9 6 6 At home In store Read reviews in store Check social media buzz about product Scan barcode for more product info Scan QR code for more product info Redeem a mobile coupon Receive a deal by interacting with an ad Receive updates from places of interest near me Take notes of product details in store Access product info by touching phone against a sensor Access a stored list of products previously browsed Share photo or video of product with friends 4 5 4 4 5 3 6 5 3 3 4 3 11 11 7 7 5 8 9 12 8 8 8 5 7 7 5 5 7 7 9 9 6 6 10 6 6 6 3 5 6 5 6 6 5 5 4 3 Mobile ©TNS Scan barcode to pay for product Scan QR code to pay for product Pay for product by touching phone against a sensor Purchase product online via mobile 27 3 3 3 3 F3a. Use of mobile in the path to purchase Base: Mobile users – Italy 993 Local Report 2013 - Italy 5 6 6 8 6 5 4 7 3 4 4 5 Mobile purchase
  28. 28. Offer, Deliverables & Costs 4 ©TNS 28
  29. 29. Key deliverables Timings Global package (report + excel data) Global report (approx 100 slides), global excel data set, global SPSS file, iClick online reporting tool, bespoke presentation created to your needs, 5 hrs analysis. April 2013 Deliverables and timings reporting tool, bespoke presentation created to your needs, 5 hrs analysis. Focus reports* Reports approximately 30 slides in length, investigating specific topics of interest within the mobile space. Drawing from not only Mobile Life 2013 data but also local knowledge and secondary information, the focus reports aim to give a deep insight into current, key mobile topics. May 2013 Local packages (report + excel data) Reports approximately 100 slides in length, investigating topic areas covered in questionnaire. May 2013 ©TNS 29 Info Explorer (online interactive reporting tool)** An online tool that allows filters and cuts of data to produce tables and basic charts that can then be included in reporting. May 2013 * Focus Report refers to “Data and Devices”-“Mobile Finance” ** Desktop Explorer or Pulsar or SPSS could be quoted on demand
  30. 30. For further info, please contact Gabriella Bergaglio Digital Practice Lead – TNS Italia gabriella.bergaglio@tnsglobal.com ©TNS 30

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