Download - IDG MOBILE SURVEY 2014 WORLDWIDE B2B. IDG MOBILE ADVISORY BOARD MIRZA FUR CO-FOUNDER, KINGPIN COMMUNICATIONS JAMES FOULKES CO-FOUNDER, KINGPIN COMMUNICATIONS

IDG MOBILESURVEY 2014

WORLDWIDEB2B

IDG MOBILEADVISORY BOARD

MIRZA FURCO-FOUNDER, KINGPIN COMMUNICATIONS

JAMES FOULKESCO-FOUNDER, KINGPIN COMMUNICATIONS

SETH HARTGLOBAL MEDIA DIRECTOR, STARCOM

JON HOOKHEAD OF MOBILE, MEDIACOM

VALENTINA PETTENATIDIRECTOR EMEA+MEE INTEGRATED MEDIA, GLOBAL MARKETING SAP

TAMINA PLUMGLOBAL CLIENT SERVICES DIRECTOR, ZENITH OPTIMEDIA

CHRIS CARMICHAELDIRECTOR, MEDIA & DIGITAL MARKETING, HEWLETT-PACKARD

IDG MOBILESURVEY METHODOLOGY

SURVEY METHODCOLLECTION: ONLINE SURVEYNO. QUESTIONS: 49 (INCL. DEMOGRAPHICS)INCENTIVE: iPAD MINI

SURVEY SAMPLEFIELD WORK: MARCH - MAY 2014MAJOR REGIONS: 6COUNTRIES: 43IDG WEBSITES: 189

NUMBER OF RESPONDENTSWORLDWIDE: 23,556WW B2B: 6,418

THE MOBILE EVOLUTION

MOBILE EVOLUTION:OUR LIVES

EVOLUTION OF THE LIVING ROOMYOU SCREEN… I SCREEN… WE ALL SCREEN

Q9. WHEN USING YOUR SMARTPHONE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR SMARTPHONE)

Q33. WHEN USING YOUR TABLET DEVICE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR TABLET DEVICE)

Q34. WHICH OTHER DEVICES/ SCREENS DO YOU USE AT THE SAME TIME AS YOUR TABLET DEVICE?

USE TABLET& OTHER DEVICES

65% 64%USE

SMARTPHONE & OTHER DEVICES

TABLETS ARE USED AT THE SAME TIME

AS...

TV / TELEVISION86%

SMARTPHONE56%

LAPTOP COMPUTER45%

DESKTOP COMPUTER25%

YESTERDAY TOMORROWTODAY

TABLET SMARTPHONE

TV / TELEVISION

SMARTPHONE

LAPTOP COMPUTER

DESKTOP COMPUTER


LA

55%

78%

65%

24%

WE

42%

92%

52%

22%

EE

45%

81%

50%

28%

MEA

49%

79%

48%

16%

NA

58%

89%

58%

34%


TABLETS ARE USED AT THE SAME TIME AS…


APAC

43%

76%

63%

26%


Q9. WHEN USING YOUR SMARTPHONE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR SMARTPHONE)

Q33. WHEN USING YOUR TABLET DEVICE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR TABLET DEVICE)



68%LA

WE

NA

AP

69%

67% 67%

65% 67%

64% 65%

62% 64%

EE

LA

EE

AP

NA

MEA

USE TABLET& OTHER DEVICES

65% 64%

USE SMARTPHONE & OTHER DEVICES

TABLET SMARTPHONE

MEA 56% 61% WE

Q11. IN GENERAL ARE THE ACTIVITIES ON THE DEVICES RELATED OR UNRELATED?Q6. DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR SMARTPHONE?Q31. DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR TABLET DEVICE? Q8. IS A SMARTPHONE YOUR PRIMARY DEVICE WHEN USING SOCIAL MEDIA?

EVOLUTION OF THE LIVING ROOMMOBILE DEVICES ARE DISRUPTIVE...

…AND HAVE CHANGED HOW WE SOCIALIZE

UNRELATED ACTIVITIES ON MULTIPLE DEVICES76%

USAGE SOCIAL NETWORKING SITES

OR APPS

83%

SMARTPHONE

73%

TABLET

SMARTPHONE PRIMARY DEVICE FOR SOCIAL MEDIA57%



USE SOCIALNETWORKINGSITES OR APPS

73% 83%

USE SOCIALNETWORKINGSITES OR APPS

EVOLUTION OF THE LIVING ROOMMOBILE DEVICES ARE DISRUPTIVE...

Q6. DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR SMARTPHONE?Q31. DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR TABLET DEVICE? Q8. IS A SMARTPHONE YOUR PRIMARY DEVICE WHEN USING SOCIAL MEDIA?

TABLET SMARTPHONE86%LA

WE

AP

EE

93%

81% 90%

73% 89%

71% 81%

71% 77%

MEA

LA

AP

WE

NA

MEA

NA 70% 75% EE

Q3. DO YOU WATCH VIDEOS ON YOUR SMARTPHONE?Q29. DO YOU WATCH VIDEOS ON YOUR TABLET DEVICE?

THE RISE OF VIDEODRAMATIC INCREASE IN MOBILE

VIDEO CONSUMPTION

10MAPPLE TV UNITS SOLD

IN 2013

YOUTUBEMOVIES

PROMO VIDEOSHOW-TO-GUIDES

WEBCASTSPRODUCT REVIEWS


2012 2014

VIDEO USAGE SMARTPHONE 61% 80%

VIDEO USAGE TABLET 66% 89%


WATCH VIDEOS

89% 80%

WATCH VIDEOS

Q3. DO YOU WATCH VIDEOS ON YOUR SMARTPHONE?Q29. DO YOU WATCH VIDEOS ON YOUR TABLET DEVICE?

THE RISE OF VIDEODRAMATIC INCREASE IN MOBILE

VIDEO CONSUMPTION


NA

WE

AP

93%

93% 92%

90% 91%

89% 79%

88% 74%

MEA

AP

LA

NA

WE

MEA

EE 87% 71% EE

Q13. HAS YOUR SMARTPHONE REPLACED ANY OF THE FOLLOWING?Q36. HAS YOUR TABLET DEVICE REPLACED ANY OF THE FOLLOWING?

EVOLUTION OF THE MEDIA LANDSCAPE

MOBILE REPLACES TRADITIONAL MEDIA

52%

49%

27%

20%

20%

TABLET SMARTPHONE

PRINTED NEWSPAPER

PRINTED MAGAZINES

LAPTOP COMPUTER

DESKTOP COMPUTER

TV

45%

35%

18%

17%

14%


Q36. HAS YOUR TABLET DEVICE REPLACED ANY OF THE FOLLOWING?

EVOLUTION OF THE MEDIA LANDSCAPE

TABLET REPLACES TRADITIONAL MEDIA


PRINTED NEWSPAPER

PRINTED MAGAZINE

LAPTOP COMPUTER

DESKTOP COMPUTER

LA

39%

47%

50%

24%

WE

21%

51%

44%

17%

EE

37%

68%

67%

23%

MEA

27%

54%

59%

30%

NA

25%

54%

52%

19%

APAC

32%

52%

50%

24%

TV / TELEVISION 32%11% 34% 27% 15% 34%

LA

EE

Q14. DO YOU USE YOUR SMARTPHONE TO PURCHASE PRODUCTS OR SERVICES?Q37. DO YOU USE YOUR TABLET DEVICE TO PURCHASE PRODUCTS OR SERVICES?

EVOLUTION OF THE WAY WE SHOPTHE WORLD IN YOUR POCKET

PURCHASES MADE VIA

TABLET SMARTPHONE

NA

EE

AP

LA

75%

64%

60%

54%

53%

WE


SMARTPHONE

58%

TABLET

65%

NA

MEA

AP69%

69%

64%

58%

57%

WEMEA 52%56%

Q16. WHAT ARE THE MAIN REASONS FOR YOU NOT PURCHASING A PRODUCT OR SERVICE USING YOUR SMARTPHONE?

EVOLUTION OF SECURITYREASONS FOR NOT PURCHASING

ON THE SMARTPHONE

48% WEBSITE NOT MOBILE ENABLED

44% SECURITY CONCERNS

30% PRIVACYCONCERNS

28% COMPLICATED PAYMENT PROCESS


MOBILE EVOLUTION:OUR BUSINESS

Q20. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?Q42. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE?

EVOLUTION OF HOW WE RESEARCH

BUSINESS PRODUCTS VIA MOBILE

C-LEVELEXECUTIVE SUITE

USE SMARTPHONE USE TABLET

72%

USE SMARTPHONE

86%

USE TABLET


78%63%


RESEARCH

78% 63%

RESEARCH


BUSINESS PRODUCTS VIA MOBILE

Q20. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?Q42. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE?


NA

AP

EE

84%

85% 74%

83% 70%

78% 69%

77% 64%

MEA

MEA

AP

NA

EE

LA

WE 75% 55% WE

Q22. WHAT TIME OF THE DAY DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?

Q44. WHAT TIME OF THE DAY DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE?


BUSINESS IS BLEEDING INTO OUR LIVES

BUSINESSPRODUCT

RESEARCH

SMARTPHONE %

TABLET % IN THE EVENING

64 %76 %

WEEKENDS

42 %56 %

DURINGCOMMUTE

42 %34 %


Q21. WHEN RESEARCHING PRODUCTS OR SERVICES FOR YOUR BUSINESS, WHICH OF THE FOLLOWING ACTIVITIES DO YOU PERFORM USING YOUR SMARTPHONE?

EVOLUTION OF THE OFFICEA VARIETY OF CONTENT IS CONSUMED

VISIT VENDOR SITES FOR PRODUCTION INFORMATION 65%

COMPARE PRICES AND PRODUCTS 58%

READ FEATURE ARTICLES ABOUT TRENDS & STRATEGIES 57%

BROWSE AND PARTICIPATE IN FORUMS & SOCIAL NETWORKS 50%

WATCH VIDEOS 49%

READ CASE STUDIES 49%

READ WHITEPAPERS 45%

READ ANALYST REPORTS (IDC, GARTNER ETC.) 37%

WATCH WEBCASTS/WEBINARS 29%


ACTIVITIES PERFORMED WHEN RESEARCHING PRODUCTS FOR BUSINESS ON THE SMARTPHONE

Q23. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE AND THEN PURCHASED FROM A RETAIL OUTLET?

Q24. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE AND THEN PURCHASED VIA THE INTERNET USING A LAPTOP OR DESKTOP COMPUTER?

Q45. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE AND THEN PURCHASED FROM A RETAIL OUTLET?

Q46. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE AND THEN PURCHASED VIA THE INTERNET USING A LAPTOP OR DESKTOP COMPUTER?

EVOLUTION OF HOW WE MAKE IT PURCHASES

THEY RESEARCH ON CONNECTED DEVICES & BUY TRADITIONALLY


62%SMARTPHONE RESEARCH

& RETAILER PURCHASE

82%SMARTPHONE

RESEARCH & PURCHASE ON

LAPTOP/DESKTOP

66%TABLET RESEARCH

& RETAILER PURCHASE

78%TABLET RESEARCH

& PURCHASE ONLAPTOP/DESKTOP

IT PURCHASE VALUE SMARTPHONE TABLET

$500+ 30% 35%

$5,000+ 6% 7%

Q25. DO YOU PURCHASE IT (INFORMATION TECHNOLOGY) PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?

Q27. HOW MUCH WAS THE LARGEST BUSINESS PURCHASE MADE USING YOUR SMARTPHONE WITHIN THE LAST 6 MONTHS?Q47. DO YOU PURCHASE IT (INFORMATION TECHNOLOGY) PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR

TABLET DEVICE?Q49. HOW MUCH WAS THE LARGEST BUSINESS PURCHASE MADE USING YOUR TABLET DEVICE WITHIN THE LAST 6

MONTHS?


B2B

C-LEVELEXECUTIVE SUITE

56%

47%

PURCHASE IT PRODUCTS ON SMARTPHONE

OR TABLET


Q25. DO YOU PURCHASE IT (INFORMATION TECHNOLOGY) PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?

Q47. DO YOU PURCHASE IT (INFORMATION TECHNOLOGY) PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE?



TABLET SMARTPHONE

59%MEA

LA

EE

NA

58%

56% 56%

56% 50%

44% 42%

44% 40%

AP

MEA

LA

NA

EE

AP

WE 30% 28% WE

Q17. DOES A POOR MOBILE EXPERIENCE E.G. SITE DIFFICULT TO NAVIGATE:

BRAND IMAGE PROTECTION IN THE NEW WORLD

EVOLUTION OF BRAND MARKETING

A BAD MOBILE EXPERIENCE…

54%MAKES THEM LESS

LIKELY TO BUY FROM A BRAND

52%MAKES THEM LESS LIKELY TO ENGAGE

WITH THEBRAND

41%HAS A NEGATIVEIMPACT ON THE

COMPANY’S BRANDIMAGE

TODAYOMNICHANNELOMNICHANNEL

RESPONSIVE DESIGNALWAYS ONALWAYS ON

DATA TARGETINGVIDEOVIDEO

HIGH QUALITY CONTENTDISRUPTIONDISRUPTION

CHANGE OF MINDSET

THANK YOU

CHRISTINA CARSTENSEN

GROUP CLIENT BUSINESS DIRECTOR

T | +44 1784 210 341

M | +44 7990 516 014

E | [email protected]

Download - IDG MOBILE SURVEY 2014 WORLDWIDE B2B. IDG MOBILE ADVISORY BOARD MIRZA FUR CO-FOUNDER, KINGPIN COMMUNICATIONS JAMES FOULKES CO-FOUNDER, KINGPIN COMMUNICATIONS

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