Title slide Three line presentation title Using property

Mobile Life 2013 | A introduction to the study
© TNS 2012
Contents
1
The Mobile Life proposition
03
2
Market coverage
14
3
Some insights from 2012
17
4
Offer, deliverables & costs
© TNS 2012
28
2
1
The Mobile Life proposition
© TNS 2012
3
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 2012
4
The mobile is a personal device. We make our phone our own and develop
our unique mobile circle of trust.
© TNS 2012
5
If a brand is invited into in this mobile circle of trust, huge benefits
are available.
© TNS 2012
6
The mobile is also impacting the path to purchase, giving consumers greater
power and revolutionizing the in-store experience.
© TNS 2012
7
Many marketers are already beginning to realise the impact that mobile has
in delivering better communications with consumers.
“Mobile: the enabler of our comms model”
“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”
brand advertising
into brand experiences
Mobile has helped turn
In one year, Unilever has created 13 mobile
iAds across 11 brands in six countries
© TNS 2012
Jay Altschuler
Unilever’s director of global media innovation
Speaking at IAB Mobile Engage in London, May 2012
8
Study positioning
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
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
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
© TNS 2012
9
Study developments – What’s new in 2013?
The pace of change within the Mobile category is rapid, and Mobile Life rigorously aims to
evolve to continually reflect these changes
-
Continued global coverage – extensive coverage across regions!
Comprehensive coverage of Africa, particularly West Africa and Europe, and robust coverage in
North / South America and Asia
-
Quantitative modeling of the smartphone, tablet, Smart TV and PC device ecosystem, allowing
for a precise understanding of inter-device behaviour and future category growth
-
A deeper understanding of the Path to Purchase, with particular emphasis on behaviour at a
category level
-
An updated model of brand relationships, allowing for better investigations into brand strength and
mobile consumer insights
-
Revised content to examine new and progressive mobile features and services, especially location
based services, social networking and attitudes towards applications
-
Continued questioning into Mobile Finance, especially around payment mechanisms
-
Drill-down on usage of Mobile as marketing and communications tool
-
Detailed investigation into WiFi usage and its effect on mobile data usage
-
Inclusion of Mobile Behave (passive meter measurement) data for some key markets
© TNS 2012
10
Study content – What’s included in 2013?
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
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
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
© TNS 2012
11
Study content – What’s included in 2013?
M-COMMERCE | Role of mobile finance
Current usage and interest in mobile finance activities
Drivers & barriers to mobile wallet
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
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)
© TNS 2012
12
Connection with Mobile Behave
-
Mobile Behave | A 360 Degree Perspective on Consumers
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 the US, China and a number of other global markets will be 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,
access to the full Mobile Behave database will only be available to paying subscribers of the study
© TNS 2012
13
2
Market coverage
© TNS 2012
14
Mobile Life is based on conversations in 43 countries, designed to capture
the entire population of mobile users in each market.
North America
Canada
USA
Latin America
Argentina
Brazil
Mexico
Africa
Cameroon
Egypt
Ghana
Kenya
Nigeria
Senegal
South Africa
Asia and Middle-East
China
Hong Kong
India
Indonesia
Japan
Malaysia
Philippines
Saudi Arabia
Singapore
South Korea
Taiwan
Thailand
Turkey
UAE
Vietnam
Europe
Czech Republic
Finland
France
Germany
Italy
Netherlands
Norway
Poland
Portugal
Russia
Slovakia
Spain
Sweden
UK
Australasia
Australia
New Zealand
© TNS 2012
15
Representative across 16-60 yr olds; both mobile phone owners and
non-owners; boosted sample in key markets.
Increased sample in 2013!
COUNTRY
Argentina
Australia
Brazil
Cameroon
Canada
China
Czech Republic
Egypt
Finland
France
Germany
Ghana
Hong Kong
India
Indonesia
Italy
Japan
Kenya
Korea
Malaysia
Mexico
Netherlands
SAMPLE
479
996
1000
642
983
3159
992
1020
500
1001
997
545
502
2980
1500
1000
500
741
1026
500
753
796
© TNS 2012
METHODOLOGY
COUNTRY
SAMPLE
METHODOLOGY
Web CLT
Online
Web CLT
F2F CAPI
Online
F2F PAPI
Online
F2F CAPI
Online
Online
Online
F2F CAPI
Online
F2F PAPI
F2F PAPI
Online
Online
F2F CAPI
Online
Online
Web CLT
Online
New Zealand
Nigeria
Norway
Philippines
Poland
Portugal
Russia
Saudi Arabia
Senegal
Singapore
Slovakia
South Africa
Spain
Sweden
Taiwan
Thailand
Turkey
UAE
UK
USA
Vietnam
497
1596
625
491
977
500
1003
513
507
501
505
1002
498
593
502
1000
776
510
497
1497
500
Online
F2F PAPI
Online
F2F PAPI
F2F CAPI
F2F CAPI
Web CLT
F2F CAPI
F2F PAPI
Online
Online
F2F PAPI
Online
Online
Online
F2F PAPI
F2F CAPI
F2F CAPI
Online
Online
F2F PAPI
16
3
Some insights from 2012
© TNS 2012
17
Mobile remains the word’s must have device – it has the highest ownership
globally and it is the device most people are likely to buy.
Device ownership and likelihood to buy
25
Mobile
Likely to buy
20
Smartphone
15
10
5
0
0
10
20
30
40
50
60
70
80
90
100
Current ownership
© TNS 2012
18
Uganda
Tanzania
Kenya
Pakistan
Senegal
CoteD’Ivoire
Cameroon
Vietnam
Nigeria
Ghana
India
Philippines
Egypt
Indonesia
Ukraine
China
Thailand
Colombia
Romania
South Africa
Malaysia
Argentina
Mexico
Turkey
Brazil
Russia
Poland
Chile
Hungary
Slovakia
Saudi Arabia
Taiwan
Czech Republic
South Korea
Portugal
Greece
Israel
New Zealand
Spain
Hong Kong
Italy
UK
France
Germany
Australia
Japan
Singapore
Belgium
Ireland
Finland
Netherlands
Canada
USA
Sweden
Denmark
UAE
Switzerland
Norway
In emerging markets with lower GDP levels people typically have fewer
technology devices and rely more on their mobile device.
Mobile Ownership Vs. Technology Device Ownership - Global
Number of technology devices owned
1
© TNS 2012
Mobile ownership (%)
10
100%
9
90%
8
80%
7
70%
6
60%
5
50%
4
40%
3
30%
2
20%
Emerging
R² = 0.7626
Developed
10%
0
0%
GDP per capita
19
Smartphone penetration closely trails laptops in emerging markets
highlighting the lack of legacy PC development in these markets;
smartphone penetration will exceed that of laptops over the coming year.
Device ownership
Mobile
91
23
97
38
14
10
92
28
7
5
Smartphone
5
Netbook
3
Tablet
26
61
62
36
Laptop
Emerging markets
© TNS 2012
38
46
Desktop
Developed markets
Global
20
For consumers in developed markets, on-the-go internet and email access
are key drivers behind smartphone prioritisation.
Device adoption – developed markets
Smartphone
Ownership
61
62%
Laptop
Desktop
38
14
19%
19
16
Intend to buy a smartphone
Prioritization
21%
21
Would buy a smartphone if
they could only buy one device
16
Top 5
reasons
© TNS 2012
37
22
Tablet
62
Own a desktop
Intention
Netbook
16
8
6
6
4
10
18
18
To upgrade current device
To surf the internet
To email / message
23
35
To use whenever / wherever I am
To access apps relevant to me
21
WiFi dominates tablet connectivity, although 3G/4G connections gain
importance in emerging markets where WiFi infrastructure is weaker.
Tablet connectivity
– developed vs. emerging markets
Tablet connectivity – globally
%
3G/4G
connectivity gains
importance in
markets with
weaker WiFi
infrastructure
82
66
9
75
53
17
41
31
28
27
23 22
12 12
%
Developed
Via WiFi
© TNS 2012
Via 3G/4G
Via cable connection to computer
6
Emerging Tier 1
5
Emerging Tier 2
Synced to a smartphone
22
The mobile provides consumers with real-time and immediate access to
their social world throughout the day.
Social networking drill down
Method of SNS access on phone
Via phone's Internet browser
53
Through an app
21%
%
Of mobile users access social networking sites
on their phone late in the evening
48
Via a widget or live feed
10
Don't know
6
20%
of mobile users
access social network sites via
their phone on a daily basis;
33
41
20
11
11
26 19 13 7
41%
this figure jumps
to amongst smartphone owners
with continual connectivity
19
In bed in
Early
Morning
Late
morning morning commute morning
Use daily
Use weekly
Very interested
© TNS 2012
Use less often than once a week
Quite interested
Not very interested
Don't use
Not interested at all
During
lunch
Early
Late
Early
Evening
afternoon afternoon evening commute
During
dinner
Late
evening
In bed
before
sleep
Don't have feature / don't know
Don’t know
23
Banks are the most preferred provider of mobile wallet services globally,
although local strategies will need to be tailored around market dynamics.
Preferred provider of mobile wallet services
5
12
47
18
5
8 4
11
12
19
43
59
18
10
2
25
Europe
30
11
8
14
N America
10
10
5
China
53
56
India
25
15
16
70
MENA
Emrg Asia
7
7
14
8
53
14
19
52
19
Global
7 4
8
LatAm
25
6
53
8
15
42
11
30
SSA
Dev Asia
Bank
© TNS 2012
Credit card provider
Mobile network provider
Mobile handset brand
Large retail store
24
Mobile fosters a flurry of activities while consumers are in-store; the
challenge for businesses is to embrace and utilise these activities.
Usage of mobile in path to purchase
40
25
17
Take notes of
product details in
store
Scan the barcode and receive
more information on the product
11
6
Scan a barcode to
pay for the product
Scan QR codes to receive more
information on the product
10
6
Scan a QR code to
pay for the product
7
Pay for a product by
touching phone
against a sensor
16
Buy products from
group buying sites
(e.g. Groupon)
9
13
Receive a special deal by interacting
with an advert (e.g. taking a photo,
winning a competition)
Check what others are
saying about the
product via SNs
© TNS 2012
48
15
13
Online research
while in the store
Read independent
product reviews
Online research
while at home
28
Receive updates from
nearby shops / places
of interest
Take notes of
product details in
store
To compare
prices
In-store activity
25
There is a strong appetite globally for mobile features that allow consumers
to engage with their mobile as well as the world around them – therefore
incorporate them into your campaign.
Usage and interest in engaging mobile features
%
Taking photos
65
Listening to music
63
Playing games
42
Taking videos
42
Social networking
Streaming video
Using location based…
Video calling
14
Watch Live TV shows
13
Augmented reality
10
Using
© TNS 2012
23
20
40
25
18
43
24
19
40
25
22
37
Interested
20
17
36
34
16
18
39
12
14
13
30
19
13
13
29
19
12
14
30
21
22
23
Not interested
8
8
20
32
Using navigation services
6
17
53
Browsing the internet
Scanning QR codes
20
25
30
33
Don't know
26
Interest in mobile advertising indicates offers must be both timely and
relevant in terms of needs and location.
Attitudes towards mobile advertising
© TNS 2012
27
© TNS 2012
28