1st greek mobile barometer. 19 things you wanted to know about mobile & smartphone usage in...
DESCRIPTION
In early 2014 and in the absence of other data sources we conducted a large comprehensive study invloving 3.500+ users regarding mobile and smartphone trends in Greece. This 1st Barometer introduces the Greek smartphone & tablet user and herein are our basic key findings about trends and practices regarding mobile usage, applications, second screen, favourite practices, demographics etc. and how they might be used by brands. Loads of interesting goodness. Feel free to share but just mention what the study was.TRANSCRIPT
Kostas Houndas Insight @ Tempo OMD Hellas
1st Greek Mobile Barometer – 19 Things that you always wanted to know about mobile usage in Greece but were too afraid to ask.
Athens, 29/4/2014
Tempo OMD introduces Mobile Barometer Greece- Here we have some key findings An annual comprehensive survey for mobile in Greece 1st wave: Introducing the mobile consumer
1st wave 2014TEMPO OMD HELLAS
What is it about? Smartphone usage & attitudes
Apps emergence & developmentMobile shopping
Interaction with TV
2010 2011 2012 2013 2014 (Forecast)
6 10 1730 38
Mobile Internet growth
2010 2011 2012 2013 2014 (Forecast)
612
22 3240
6163 70 72 72
Smartphone PC/Lap top
Smartphone grows rapidly
Internet on the go
The –obvious- mobile opportunity
Source: Focus Web ID & EuromonitorBase: Total population, Greece
Smartphones sales volume exceeded that of feature phones in 2013, while in 2016 mobile will be a smart choice only
2011 2012 2013 2014 2015 20160
1000
2000
3000
4000Feature phones Smartphones
Forecast sales of mobile phones: Volume 2011-2016 (Thousands)
The goal of this research is to bring new learning to the industry and bring up growth of MOBILE channel
advertising by studying smartphone/tablet personal experiences driving demand & desire
Mobile Barometer Greece reveals the facts, trends and expectations of the mobile market in Greece
Survey Basics:We conducted a large scale online & mobile survey in 3.500 Greek consumers Men & Women 18-54 y.o. all over Greece
1.700 respondents via online panel (with 2 external partners)
Online interviews via Snapshots, OMD’s exclusive research platform
1.000 respondents via Mobile survey (Pollfish) 800 respondents via web invitations, Facebook & GDN
1. Electronic devices penetration is impressive …. Despite the recession
Smartphone
51%
Tablet 10%
Feature phone
54%
Base: 18-54, Internet Users
2. Surprise: Smartphones and Tablets are not the same audience
Men 60%Women 40%
35-54 y.o.Mainly married
Mean annual income: € 28.000 (+55% above average)
Men 55%Women 45%
18-44 y.o.Mainly singles
Mean annual income: € 23.000 (+28% above average)
51% penetration
10% penetration
2 out of 3 have a mobile
provider Internet
program (So 1 out of 3 (!)
either Don’t go on the web or
ONLY use Wi-fi)
3. Internet Usage? How do they go online?
27% Mobile Provider
44% Wi-fi 29%
Both Channels
Base: Smartphone/Tablet Users
4. Where do they use their smartphones and tablets?
74% at home
On the go (out of home)
65%Base: Smartphone/Tablet Users
5. Which Screen? Mobile Internet usage is higher than TV for the day, remaining high during TV’s prime time
Base: Smartphone/Tablet users
We identified Four main areas of use
ENTERTAINMENT
INFORMATION
CONVENIENCE
SHOPPING
TV ONLINE
ONLINE GAMES
SPORTS ONLINE
VIDEOS ONLINE
WEB RADIO/MUSIC
SOCIAL NETWORKING
ENTERTAINMENT
6. Let me Entertain YOU. What are the top Activities.
Base: Smartphone/Tablet users
STOCKMARKET NEWS
READ SPORTS
READ THE NEWS
WEATHER FORECAST
7. I need to know. What exactly? Most users get the following info via mobile
Base: Smartphone/Tablet users
WEB BANKING
PLAN TRAVEL TRIPS
COMPARE PRICES
TAXI APPS
CHECK IN/LOCAL
MAPS/ROUTES
8. Isn’t that Useful? Main activities/ utilities via mobile.
CONVENIENCE
Base: Smartphone/Tablet users
BUY TRAVEL TICKETS
FOOD DELIVERY
E-TICKETING (CINEMA, CONCERTS, etc.)
BUY PRODUCTS ONLINE
9. Ka-Ching. They Shop. What are they buying(last 6 months)
SHOPPING
Base: Smartphone/Tablet users
10. No Surprises. The most favorite things to do with your smartphone are:
SOCIAL NETWORKING GAMES
READ THE NEWS READ SPORTS
Other favorites ….
TRAVELWEATHER
FORECASTBANKING
SHOPPING
Base: Smartphone/Tablet users
|11. And the most favorite apps Greeks users have…
Base: Smartphone/Tablet users
12. Categories of Games they love…
Strategy
Adventure
Cards
Boards
Educational
Action Arcade
Puzzles
Base: Smartphone/Tablet users
13. “Is the Price Right?” 40% will use their mobile devices to take advice before they decide to buy a product or service25%
Will use most of the times their mobile as an advisor before they decide to buy a product or service
15%Will use some times their mobile as an advisor before they decide to buy a product or service
Base: Smartphone/Tablet Users
14. Mobile shopping is on the rise. 41% say they have purchased a product/service via mobile
32%
28%
32%
8%
Yes, many timesYes, some timesYes, few times
Via any device Via Mobile
5%
12%
24%59%
Mean spending: 444€ (last 6 months)
Mean spending: 138€ (last 6 months)
Base: Smartphone/Tablet Users
It’s a fact of life for television
40%MOST OF THE TIMES
28%FEW TIMES
32%ALMOST NEVER
15. They Multiscreen. What are they doing though while Multi-screening?
Base: Smartphone/Tablet Users
Complementing or distracting experience?
New approaches for broadcasters
Opportunity to build loyalty and drive ratings growth
Positive implications for advertisers
High-End are the older ones with the 2nd highest income… while Own Pacers are
younger with the highest income.
Practical & Followers are relatively the
younger ones with the lowest income
levels.
16. “Who are you again?” Is it Linear Demographics or not?
Practical appear to be a premium group when it comes to food delivery
& planning travel trips, like
High Ends
17. Captain Obvious: The Practical lot like to order and
plan trips through their smartphones.
Practical & Followers are
more into groceries mobile shopping, while High-End &
Own-Pacers into
e-ticketing
18. Own-Pacers love the tickets.
Practical appear to be more
engaged with talent shows,
while Followers with TV series.
19. Various shows engage with different people. Just like in real
life. Wow.
Questions?
Kostas [email protected]