discover mobile life
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©TNS 2012 1
Discover Mobile Life
©TNS 2012 2
©TNS 2012 3
Key questions we will cover
How many mobile users?
What are they doing?
What are the needs that underpin mobile usage?
How can brands develop consumer-centric mobile strategies?
©TNS 2012 4
Measuring mobile adoption
How many mobile users?
©TNS 2012 5
Ugan
daTa
nzan
iaKe
nya
Paki
stan
Sene
gal
Cote
D’Iv
oire
Cam
eroo
nVi
etna
mNi
geria
Ghan
aIn
dia
Phili
ppin
esEg
ypt
Indo
nesia
Ukra
ine
Chin
aTh
aila
ndCo
lom
bia
Rom
ania
Sout
h Af
rica
Mala
ysia
Arge
ntin
aMe
xico
Turk
eyBr
azil
Russ
iaPo
land
Chile
Hung
ary
Slov
akia
Saud
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bia
Taiw
anCz
ech
Repu
blic
Sout
h Ko
rea
Portu
gal
Gree
ceIsr
ael
New
Zeal
and
Spai
nHo
ng K
ong
Italy
UK
Fran
ceGe
rman
yAu
stra
liaJa
pan
Sing
apor
eBe
lgiu
mIre
land
Finla
ndNe
ther
land
sCa
nada USA
Swed
enDe
nmar
kUA
ESw
itzer
land
Norw
ay
0
1
2
3
4
5
6
7
8
9
10
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
R² = 0.76262045470474
Number of technology devices ownedPower (Number of technology devices owned)
The handset is becoming the primary device across much of the world
Emerging Developed
Mobile Ownership Vs. Technology Device Ownership - Global
GDP per capita
©TNS 2012 6
Ugan
daTa
nzan
iaKe
nya
Paki
stan
Sene
gal
Cote
D’Iv
oire
Cam
eroo
nVi
etna
mNi
geria
Ghan
aIn
dia
Phili
ppin
esEg
ypt
Indo
nesia
Ukra
ine
Chin
aTh
aila
ndCo
lom
bia
Rom
ania
Sout
h Af
rica
Mala
ysia
Arge
ntin
aMe
xico
Turk
eyBr
azil
Russ
iaPo
land
Chile
Hung
ary
Slov
akia
Saud
i Ara
bia
Taiw
anCz
ech
Repu
blic
Sout
h Ko
rea
Portu
gal
Gree
ceIsr
ael
New
Zeal
and
Spai
nHo
ng K
ong
Italy
UK
Fran
ceGe
rman
yAu
stra
liaJa
pan
Sing
apor
eBe
lgiu
mIre
land
Finla
ndNe
ther
land
sCa
nada USA
Swed
enDe
nmar
kUA
ESw
itzer
land
Norw
ay
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
R² = 0.76262045470474
Number of technology devices owned
The handset is becoming the primary device across much of the world
Emerging Developed
GDP per capita
Mobile Ownership Vs. Technology Device Ownership
1.12.5
3.1
6.1
98
79
10096
NorwayUganda Thailand Portugal
©TNS 2012 7
The handset is the world’s must-have device
A1a. Mobile ownership | A2a. Time until next purchase | B1. Device ownership | B2. Device likely to buy (within next 6 months)Base: All respondents – Portugal 502
0 10 20 30 40 50 60 70 80 90 1000
5
10
15
20
25
Netbook GPS device
eReader
Device ownership and likelihood to buy - Portugal
Current ownership
Like
ly t
o bu
y
Smartphone
Mobile
Tablet
Desktop computerLaptop computer
Digital camera
DVD playerMP3 playerGaming console
Portable gaming deviceVideo Camera
Internet enabled TV/HDTV
Digital Media Adapter
©TNS 2012 8
Smartphone ownership is increasing worldwide, while many can already access multimedia functions on advanced feature phones
Level of phone ownership
Phone level
Pakis
tan
Tanz
ania
Portu
gal
Polan
dUg
anda
Cote
D’Iv
oire
Indi
aSe
nega
lKe
nya
Czec
h Re
publ
icRu
ssia
Turk
eyCa
mer
oon
Ghan
aHu
ngar
yTh
ailan
dVi
etna
mGr
eece
Ukra
ine
Egyp
tIn
done
siaRo
man
iaJa
pan
Nige
riaAr
gent
ina
Braz
ilBe
lgiu
mSo
uth
Afric
aCo
lum
bia
New
Zeala
ndPh
ilippi
nes
Taiw
anCh
ileMe
xico
Chin
aSl
ovak
iaIsr
ael
Fran
ceDe
nmar
kFin
land
Neth
erlan
dsIta
lyUS
AGe
rman
yCa
nada
Malay
siaSp
ainIre
land UK
Aust
ralia
Switz
erlan
dSw
eden
Norw
ayKo
rea
UAE
Hong
Kon
gSi
ngap
ore
Saud
i Ara
bia
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3 6 9 9 10 10 10 11 13 14 14 15 17 18 18 18 19 20 21 22 22 22 25 25 27 30 31 33 33 33 34 37 38 38 39 39 41 41 45 45 45 45 46 47 47 47 49 51 51 53 56 58 59 63 64 73 74 82516
13 18 16 12 8 8 31 20 26 28 8 18 5 14 18 9 20 7 17 10 44 16 1721 12 19 15 20 12
14 19 26 31 16 20 138 13 7 17 11 9 15 22 15 16 17 13
13 14 149 11
11 13
5
93 77 78 73 75 78 82 81 56 66 60 57 74 64 77 68 63 71 59 71 61 68 32 59 56 50 58 48 52 47 54 49 43 36 30 45 40 45 47 43 48 38 43 44 39 31 36 33 32 34 30 28 27 28 25 16 13 13
Smartphone Advanced feature phone Basic feature phone
©TNS 2012
Quiz time...
©TNS 2012 10
Quiz time
©TNS 2012 11
Quiz time
True or false? There are more mobile phones in Portugal than people?
True False
©TNS 2012 12
Quiz time
True or false? There are more mobile phones in Portugal than people?
√ True False
©TNS 2012 13
Quiz time
True or false? There are more mobile phones in Portugal than people?
Which market has the highest proportion of mobile data packages?
USA Saudi Arabia South Korea Singapore Finland
√ True False
©TNS 2012 14
Quiz time
True or false? There are more mobile phones in Portugal than people?
Which market has the highest proportion of mobile data packages?
USA Saudi Arabia South Korea √ Singapore Finland
√ True False
©TNS 2012 15
Quiz time
True or false? There are more mobile phones in Portugal than people?
Which market has the highest proportion of mobile data packages?
Which market sees the highest usage figures for mobile wallet services?
USA Saudi Arabia South Korea √ Singapore Finland
Uganda Hong Kong Japan U.K. Canada
√ True False
©TNS 2012 16
Quiz time
True or false? There are more mobile phones in Portugal than people?
Which market has the highest proportion of mobile data packages?
Which market sees the highest usage figures for mobile wallet services?
USA Saudi Arabia South Korea √ Singapore Finland
√ Uganda Hong Kong Japan U.K. Canada
√ True False
©TNS 2012 17
Quiz time
True or false? There are more mobile phones in Portugal than people?
Which market has the highest proportion of mobile data packages?
Which market sees the highest usage figures for mobile wallet services?
How many people in the US answer their phone whilst on the toilet?
USA Saudi Arabia South Korea √ Singapore Finland
√ Uganda Hong Kong Japan U.K. Canada
12% 22% 32%
√ True False
©TNS 2012 18
Quiz time
True or false? There are more mobile phones in Portugal than people?
Which market has the highest proportion of mobile data packages?
Which market sees the highest usage figures for mobile wallet services?
How many people in the US answer their phone whilst on the toilet?
USA Saudi Arabia South Korea √ Singapore Finland
√ Uganda Hong Kong Japan U.K. Canada
12% √ 22% 32%
√ True False
©TNS 2012 19
Mobile platforms, channels and services – What do consumers use their devices for?
What are they doing?
How many mobile users?
©TNS 2012 20
As devices have developed, consumers have been able to load more and more content, services and features onto their handsets
©TNS 2012 21
Entertainment, communication and productivity features form the basis of current mobile phone usage
33%
63%
50%
42%
Features usage
©TNS 2012 22
Entertainment, communication and productivity features form the basis of current mobile phone usage
33%
63%
50%
42%
Features usage on smartphones
61%
82%
72%
Features usage
79%
©TNS 2012 23
Live TV
Location services
Navigation
Microsoft OfficeStreaming social
videoMobile banking
Mobile walleteBooks/maga-zines/newspa-
pers
131921
1419
149
18
404039
3836
3636
36
221817
2020
2325
19
Using Interested Not interested
%
As reliance on mobile increases, advanced functionality and connectivity features have the strongest growth potential
White space analysis – high growth potential
©TNS 2012
...integrating the ‘digital world’ and the ‘real’ world
©TNS 2012 25
Delivering content, driving connections – What consumer needs can be targeted via mobile?
What are they doing?
How many mobile users?
What are the needs that underpin mobile usage?
©TNS 2012 26
The exobrain
©TNS 2012 27
Reassurance
To remain within an individual’s personal mobile world you need to provide value; you need to address key needs
Convenience Relevance
ExperienceIndependence
©TNS 2012 28
ConvenienceSolutions that save time and make life easier hold increasing appeal in this fast-paced world.
©TNS 2012 29
Location based services save people time and money
Location based activities
©TNS 2012 30
Convenience is a key driver for mobile payments
Top three drivers of mobile wallet usage
1922
1115 17
24
1512 11
It is convenient It is quick and easy No need to carry cash
PortugalEuropeGlobal
E5b. Biggest benefit of mobile wallet servicesBase: User /interested in mobile wallet – Global 11722 | Europe 3588 | Portugal 72
©TNS 2012 31
The Starbucks iPhone app increases the ease of coffee purchasing
Starbucks utilises LBS to help customers find them, as just one in a range of features available through a single app
Loyalty points gained without swiping extra card
All of which help to make a friendly brand even friendlier
Order before arriving at the store – less queuing
Facilitating mobile payment – no need to carry cash
©TNS 2012 32
RelevancePeople value offers and solutions more when they are available at the right time or in the right place.
©TNS 2012 33
Overlaying LBS on mobile groupons and coupons holds strong potential
CouponsGroupons
1316108
InterestCurrent usage
Usage and attitudes towards mobile groupons and coupons
Love a good deal
Need to save money
Don't see point of spending full price
Love getting deals when nearby stores
Makes the purchase more exciting
Love getting deals when on the go
Enjoy trying new and different things
Friends can also benefit via SNs
Can't resist group purchase offers
5548
4333
282422
1413
©TNS 2012 34
The Shopkick app rewards shoppers with regard to relevant locations as well as personally relevant benefits
Benefits gained are relevant to the shopper’s location (gain points for entering a store, or while in-store)
Rewards can also be expanded from the store to other products and services of interest to the shopper – e.g. cinema tickets, restaurant vouchers, holidays
©TNS 2012 35
IndependencePeople want to get the most out of life. They seek freedom to choose and act without restraints.
©TNS 2012 36
Be efficient in work without compromising quality of life…
Productivity & connectivity features
Currently doingWould like to do
©TNS 2012 37
Consume content without being tied to a device or location…
Entertainment features
Currently doingWould like to do
©TNS 2012 38
Sky Go offers access to channels from anywhere
The ‘Sky Go’ app allows customers in the UK to access their favourite Sky TV channels via their mobile, tablet or laptop device, whenever and wherever they are
For a premium brand in a somewhat commoditised market, the service offers vital competitive advantage
Customers can use most internet-enabled devices to view
A username and password is all that’s required to access
©TNS 2012 39
Mobile solutions such as the Layar app provides freedom without compromising lifestyle or information consumption
No need for supporting information sources (e.g. guidebooks or search engines)
Information is enhanced immediately while on the go, providing greater flexibility and independence
©TNS 2012 40
ExperiencePeople want to enrich their lives by interacting with the world around them.
©TNS 2012 41
Lat Am
MENA
SSA
Dev Asia
N America
Europe
China
Emerg Asia
1415
1789
86
4
1713
815
129
45
Usage Interest
%
Entertainment functionality allow people to engage with brand message and experience communications like never before...
To interact with an advert and receive a special deal
©TNS 2012
Instant gratification can be gained for sharing experiences
42
PortugalHong KongIndiaTurkeyUSA3245485340 1227281020
Upload photos or video Check in your location
Current usage – uploading photos/videos & checking-in
©TNS 2012 43
Heineken’s new ‘Open your world’ message is brought to life via mobile at a music festival with a clever and cheeky QR code ice-breaker gimmick
QR codes can be scanned by anyone at the festival
Heineken tent allows them to set-up personal QR codes
Heineken’s new brand message is ‘Open your world’
Other than the music, people go to festivals to meet people
A huge hit at the festival and a good fit with Heineken as a brand and product
Heineken U-Code promotion
©TNS 2012 44
ReassurancePeople want reassurance from trusted sources that they are making the right decisions.
©TNS 2012 45
Mobile empowers consumer purchase decisions
Mobile activities that aid reassurance
©TNS 2012 46
Best Buy app provides Reassurance in-store to empower consumers, instil trust and secure purchase
All Best Buy products have QR codes on the tags
Customers scan the codes to receive detailed product information and customer reviews
Combination of product information and customer reviews reassures consumers, particularly in the absence of in-store
service
Best buy in-store QR code comparison enablement
©TNS 2012 47
Customers of Woolworths supermarket in Australia can save time in-store with a shopping list ordered by the layout of their local store
Recipe ideas
Access to rewards and weekly specials
Users can customize the shopping list to the layout of their local store to save them time in-store
Users can shop from phone
Create shopping lists by scanning barcodes
The Woolworth supermarket app saves time in-store
©TNS 2012 48
What role can mobile play for you?
What are they doing?
How many mobile users?
What are the needs that underpin mobile usage?
How can brands develop consumer-centric mobile strategies?
©TNS 2012 49
The fight for the front screen is on
Can you get here? Or here?
Or nowhere...?
©TNS 2012 50
As consumers become more experienced, habits will form around specific applications that consistently deliver value – now is the time to act!
©TNS 2012 51
Right here, right now, right for me; mobile has raised the bar for brand communications
Influencing the mobile consumer: Make it useful – Mobile now integrates the on and
offline world, take advantage of this functionality wherever possible
Make it relevant – Target and deliver on core consumer needs, drive relevancy by building in location or time dependent services
Make it personal to your relationship – Focus on those opportunities that best fit your brand; extend services or extend the brand utility that you offer consumers
Make it shareable – Build social into all that you do to maximise reach
Act now – Before needs are met by competitor offers and behaviours become ingrained
Influ
ence
the
cons
umer
Reach the market
©TNS 2012
Thank you!www.tnsglobal.com/mobilelife
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