1st Greek Mobile Barometer. 19 things you wanted to know about mobile & Smartphone usage in Greece...

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.


STOCKMARKET NEWS

READ SPORTS

READ THE NEWS

WEATHER FORECAST

7. I need to know. What exactly? Most users get the following info via mobile


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


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


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


|11. And the most favorite apps Greeks users have…


12. Categories of Games they love…

Strategy

Adventure

Cards

Boards

Educational

Action Arcade

Puzzles


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


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)


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?


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]

1st Greek Mobile Barometer. 19 things you wanted to know about mobile & Smartphone usage in Greece...

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Transcript of 1st Greek Mobile Barometer. 19 things you wanted to know about mobile & Smartphone usage in Greece...