Q2 2012 - NinthDecimal

Transcription

Insights
JiWire Mobile Audience Insights Report
Q2 2012
Insights
Q2 2012
Table of Contents
52% of on-the-go moms own a tablet
Connected Device Trends
2
Location-Based Behaviors
3-4
Social Sharing Behaviors
5-7
Connected Device Adoption
8-9
Worldwide Location Highlights
10-11
52%
Source: JiWire, Q2 2012
The Q2 Mobile Audience Insights Report examines location and trends as well as connected device usage and
adoption. This quarter we examined three key emerging trends in the location and mobile markets. The first area
reviews Wi-Fi usage and device adoption. The second key area reviews device usage by venue and top venues
frequented, by gender. The third area examines location-tagging behaviors within social sites and applications.
Key highlights include:
Wi-Fi usage has increased by 240% over the past year, lead by growth on mobile devices.
Parents are more likely to own a tablet than adults without children - over half of on-the-go moms currently
own at least 1 tablet.
62% of on-the-go consumers location-tag their social sharing posts and pictures.
1
Insights
Q2 2012
Connected device trends: Wi-Fi usage by device
Wi-Fi Usage by Device:
17%
Laptop
Smartphone
Tablet
With Kids
35%
240%
12%
26%
9%
21%
Which devices do you own?
48%
62%
70%
Without Kids
Laptop
75% 75% 76% 83%
Smartphone
57%
58% 53% 57%
Tablet
52% 44%
40% 42%
Q2 FY11
Q4 FY11
Q2 FY12
Wi-Fi usage has more than doubled year over year, with distribution shifting to mobile devices
Wi-Fi usage showed 240% growth between Q2 2011 and Q2 2012.
Distribution skews towards mobile devices: 52% of public Wi-Fi usage now comes from smartphones (35%)
and tablets (17%), and 48% of Wi-Fi usage results from laptops.
Tablet ownership, specifically, is highest amongst parents: 52% of women with children and 44% of men with
children own tablets, compared with 42% and 40% of men and women without children, respectively.
2
Insights
Q2 2012
Location-based behaviors: Wi-Fi device usage by venue
Smartphone
72%
Laptop
20%
Tablet
8%
Laptop
Smartphone
52%
Laptop
38%
Tablet
10%
97%
Laptop
Smartphone
2%
Tablet
1%
Restaurant
University
Smartphone
50%
Laptop
37%
Tablet
13%
81%
Laptop
54%
Smartphone
16%
Smartphone
30%
Tablet
3%
Tablet
16%
Café
Library
Mall
Hotel
80% of Wi-Fi usage in restaurants occurs on mobile devices
72% and 8% of Wi-Fi usage in restaurants comes from smartphones and tablets respectively, and 20%
comes from laptops. After restaurants, cafes and malls are the next most popular venues for mobile devices
to access Wi-Fi.
Nearly all (97%) of on-the-go consumers use their laptops to connect to Wi-Fi at universities, with libraries
and hotels representing 81% and 54% of laptop Wi-Fi usage, respectively.
Tablets are more likely to be used at hotels (16%) and shopping malls (13%) than the other venues.
3
Insights
Q2 2012
Location-based behavior: Top 10 venues for mobile app usage
1.
1.
10.
RESTAURANTS
2.
10.
AUTO
REPAIR
HOTELS
9.
CHILDCARE
3.
PHYSICIANS
BEAUTY
8.
4.
MALE
REAL ESTATE
OFFICES
FINANCIAL
7.
TRAVEL
CONSULTANTS
5.
6.
HOME
DEVELOPMENT
SERVICES
LEGAL
SERVICES
RESTAURANTS
2.
BEAUTY
9.
3.
JEWELRY
REAL ESTATE
OFFICES
8.
4.
FEMALE
LEGAL
SERVICES
FINANCIAL
5.
7.
RETAILCLOTHING
6.
DENTISTS
PHYSICIANS
Mobile usage reveals differences in the locations frequented by men and women
Men frequent venues like auto repair shops, home development stores, travel consultants and hotels.
Women frequent venues like beauty salons, dentists, childcare services and jewelry stores.
Both men and women visit restaurants, real estate offices, legal offices, physicians and banks at varying
degreees of frequency throughout a given month.
4
Insights
Q2 2012
Social sharing behaviors: Location-tagging
Do you location-tag your social
sharing posts and pictures?
38%
62
%
No
Yes
Demographic Breakdown
Yes
No
<24
75% 25%
25-34
73%27%
35-44
67% 33%
45-54
54% 46%
55+
44%56%
People with Kids
64% 36%
People without Kids
58% 42%
62% of on-the-go consumers location-tag their social sharing posts
Millennials (ages 34 and under) are the most likely to location-tag their social sharing posts, with 3 out of
4 doing so.
Furthermore, more than half of on-the-go consumers between 35 and 54 also location-tag their posts.
Parents are more likely to location-tag their posts with 64% doing so, compared to 58% of people without children.
5
Insights
Q2 2012
Social sharing behaviors: App usage
How often do you tag your location in each of the
following social applications?
49%
% of App users
who Location-Tag
tk
no
w
60%
on
’
51% 24%
Id
68%
26%
Co
nn
ot ect
he w
rs ith
61% e
71%
al
s
it ites
ea m
sy a
k
66% ci
88%
So
91% 31%
No
an tify
d frie
fa n
m d
ily s
Total Use
If you do location-tag your posts, why?
On-the-go consumers are most likely to location-tag on Facebook and Google+
88% of Facebook users and 71% of Google+ users location-tag on a monthly basis or more frequently.
In terms of app usage, 91% use Facebook whether they location-tag or not. Instagram, the youngest of the
social media family, shows 51% adoption amongst the on-the-go audience.
If users do location-tag their posts, there are several reasons why: 49% location-tag posts in order to notify
family and friends of their location, 31% do so because the application makes it easy to do so, 26% do so to
connect with others nearby; 24% of consumers do not know why they location tag.
6
Insights
Q2 2012
Social sharing behaviors: Profiles of social app location-taggers
68% ages 25 - 54
66% ages 25 - 54
64% ages 21 - 44
70% ages 35 and older
56% plan to shop online this
holiday season
63% plan to use their mobile
devices more this holiday season
than last year
37% use their smartphone every
time they shop in-store
63% male
48% location-tag to notify
family and friends
57% respond to ads that are
locally-relevant
19% plan to do holiday shopping
on their smartphone
56% have kids age 22 or under
46% own a tablet
Smartphones are a constant shopping companion for 37% of Instagram users
More than one-third of on-the-go Instagram consumers use their smartphone every time they shop in-store.
63% of Twitter users plan to use their mobile devices more this holiday season than last; 56% of Facebook
users plan to shop online, in general, this holiday season.
56% of Google+ users have children age 22 or under and 46% own a tablet
In terms of age, two-thirds of Facebook and Twitter users are ages 25-54, 64% of Instagram users are 21-44,
and 70% of Google+ users are 35 and older.
7
Insights
Q2 2012
Connected device adoption: U.S. Highlights
Top 10 Wi-Fi Mobile Devices: Q2 2012
Q2
Rank
Mobile Device Top 10
Top Wi-Fi Mobile OS: Q2 2012
Q2 2012
% of Ad
Requests
Q1 2012
Rank
% Change in
Market Share
Q2
Rank
1
1
Apple iPhone 40.4% 1
- 3.0%
2
Apple iPad 27.9% 2
+ 0.9%
3
Apple iPod Touch 12.2% 3
+1.8%
4
Kindle Fire 1.9% 4
+0.3%
5
Epic 4G
0.6% 35 + 0.6%
6
EVO 4G 0.5% 5
- 0.1%
7
Torch 0.4% 7
0.0%
8
Nook
0.4% 82 + 0.4%
9
Samsung Galaxy S II
0.3% 28 + 0.3%
10
Droid Razr 4G 0.3% 24
+ 0.3%
Mobile Device OS
Q2 2012
% of Ad
Requests
Q1 2012
Rank
% Change in
Market Share
iOS 80.5% 1
- 0.7%
2
Android OS 15.9% 2
- 0.2%
3
RIM OS 2.1% 3
+0.2%
4
Windows OS 0.4% 4 0.0%
5
Symbian OS 0.3% 6
+0.1%
6
WebOS 0.2% 5
- 0.1%
7
Linux OS 0.1% 9
+0.1%
In Q2 2012 4G devices become more prevalent in the Top 10 Devices
The Epic 4G and Droid Razr 4G enter the Top 10 for the first time to join the Evo 4G.
Other android-based devices, including the Nook and Samsung Galaxy SII, also see marketshare gains of 0.4%
and 0.3%, respectively, along with the Kindle fire which increased by 0.3%
Apple devices remain in the top 3 spots, with iPhone losing 3.0% share to the iPad and iPod Touch which
increase by 0.9% and 1.8%, respectively.
Relative stability seen among operating systems
RIM OS experiences marginal gains of 0.2% while iOS and Andriod OS see a decrease of 0.7% and 0.2%,
respectively.
8
Note: JiWire measurement includes all mobile device types in order to provide a complete
view of how the on-the-go audience is connecting. * OS: Operating System.
Insights
Q2 2012
Connected device adoption: U.K. Highlights
Top 10 Wi-Fi Mobile Devices: Q2 2012
Q2
Rank
Mobile Device Top 10
Top Wi-Fi Mobile OS: Q2 2012
Q2 2012
% of Ad
Requests
Q1 2012
Rank
% Change in
Market Share
Q2
Rank
1
1
Apple iPhone 43.5% 1
- 6.0%
2
Apple iPad 17.2% 2
- 8.2%
3
Apple iPod Touch 7.0% 3
+1.5%
4
Samsung Galaxy S II 3.7% 4
+1.1%
5
Samsung Galaxy Ace 1.6% 6
+0.8%
6
HTC Wildfire S 1.1% 10 +0.6%
7
Samsung Galaxy S 1.1% 5
+0.2%
8
Curve 3G 1.1% 31 +1.1%
9
HTC Desire
1.0% 7
+0.2%
10
Torch 1.0% 70 +1.0%
Mobile Device OS
Q2 2012
% of Ad
Requests
Q1 2012
Rank
% Change in
Market Share
iOS 67.6% 1
- 13.1%
2
Android OS 23.9% 2
+7.3%
3
RIM OS 5.2% 3
+3.4%
4
Windows OS 1.0% 4
+0.7%
5
Symbian OS 0.7% 5
+0.4%
6
Bada OS 0.2% 8
+0.1%
7
Linux OS 0.2% 9
+0.2%
Android and RIM-based devices see increases in the U.K. market in Q2 2012:
The iPod Touch is the only Apple device to see an increase in Q2 2012, growing by 1.5%, while the iPhone
and iPad show a 14.2% combined decrease in market share, falling by 6.0% and 8.2%, respectively. All other
devices within the Top 10 experience growth.
Android OS continues to makes large gains marketshare in the second quarter of 2012:
All operating system see gains at the expense of iOS in Q2 2012. Android OS has the largest overall gain of
7.3% between Q1 2012 and Q2 2012 – a 13% total increase since Q4 2011. Secondarily RIM OS also posts
an increase of 3.4%.
9
Note: JiWire measurement includes all mobile devices in order to provide a complete
view of how the on-the-go audience is connecting. * OS: Operating System.
Insights
Q2 2012
Worldwide location highlights: Public Wi-Fi Locations
Worldwide public Wi-Fi locations:
2008 – 2012
Worldwide quarterly growth in
public Wi-Fi locations:
776,556
776,556
682,929
682,929
692,115
414,356
237,507
2008
647,788
289,476
2009
2010
2011
2012
Q3 2011
Q4 2011
Q1 2012
Q2 2012
*Base starting at 230,000
Worldwide public Wi-Fi locations continue to grow in the second quarter of 2012:
Quarterly growth of 12.2% from Q1 2012 to Q2 2012 - the first double digit increase since Q3 2011.
Annual growth of 34.5% from Q2 2011 to Q2 2012.
10
Insights
Q2 2012
Worldwide location highlights: Public Wi-Fi locations
Q2
Rank
Country
Q2 2012
Number of
Locations
Q1 2012
Rank
% Change
Public Wi-Fi business models:
Worldwide Q2 2012
20.1%
1
United Kingdom 182,018 1
0.2%
2
South Korea 163,647 4
95.6%
3
United States 114,036 2
2.5%
4
China 104,106 3
0.0%
5
France 35,359 5
-0.1%
6
Taiwan 24,111 6
0.0%
7
Russian Fed. 16,833 7
0.0%
8
Japan 15,735 8
0.1%
9
Germany
15,066 9
0.7%
10
Sweden 9,502 10 2.1%
79.9%
Paid
Free
Public Wi-Fi business models:
U.S. Q2 2012
24.0%
76.0%
Paid
Free
Worldwide public Wi-Fi locations continue to grow in the second quarter of 2012:
Quarterly growth of 12.2% from Q1 2012 to Q2 2012 - the first double digit increase since Q3 2011.
Annual growth of 34.5% from Q2 2011 to Q2 2012.
11
Insights
JiWire Mobile Audience Insights Report Q2 2012
JiWire is the leading mobile audience media company, combining location and audience data
to deliver targeted advertising across premium locations and wireless devices.
This Insights report provides a snapshot of usage trends and audience data over public Wi-Fi for the
second quarter of 2012. This report is intended to highlight market trends for advertisers.
JiWire’s Location-Based Media Channel is comprised of more than 30,000 public Wi-Fi locations through
partnerships with more than 30 leading wireless broadband telecommunications providers, with
venues such as airports, hotels and cafés that serve more than 40 million unique users
monthly. JiWire connects with the on-the-go audience across multiple devices from
laptops, to smartphones, to tablets. JiWire’s registry of public Wi-Fi locations
includes more than 450,000 public Wi-Fi locations in 144 countries.
JiWire has been reaching on-the-go audiences since 2003.
For questions about this report, or for recommendations for
future reports, please contact us at [email protected]
Methodology:
JiWire’s Mobile Audience Insights Report is based on data from approximately 315,000 public Wi-Fi locations, as well as surveying nearly 1,400 customers
randomly selected across JiWire’s Wi-Fi Media Channel in April ’12 – June ‘12. JiWire serves advertisements to over 30,000 public Wi-Fi locations in North
America and we record data from every ad request. This report is based on the ad request data we collected from April – June 2012. Quarterly public Wi-Fi
location rankings and business model distributions are based on the final day of the quarter.

Q2 2012 - NinthDecimal

Transcription

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