Mobile Roadshow Lightspeed Presentation

UK consumers and Mobile Internet Usage

Tom Meyritz

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Agenda• Methodology of the research• Frequency of Mobile Web Usership• Motivations for using the Mobile Web• Information and Social Networking vs Ecommerce• Mobile Web and its relationship to PC web• Key Take Outs


Methodology• Online Survey• Based on 1407 Respondents in the UK• Nationally Representative of Adults 18+• 527 or 37% of the sample cannot or do not access the

internet on their phones• The following results are based on the 63% of respondents

that do use the Mobile web in the UK.


Frequency of Mobile Internet usage


Motivations for accessing


Age is a factor


Smart phones more heavy users


Information but not action?


Mobile Web and the PC webA balance between helpful and intrusive?


Payment a way to go?• 78% of mobile users have not paid for items over £10


What they would like to do


Previous Research suggests the same trend against using phones for Ecommerce

20% 26% 15%29% 28% 27% 18% 10%

80% 74% 85%71% 72% 73% 82% 90%

Grandtotal

Male Female 18-24 25-34 35-44 45-54 55+

Yes No

Would you be willing to pay for products or services through your mobile phone?

Source: Lightspeed Research


But if they were going to…What would they buy?77% 77% 73%

23%10%

A well knownhigh street

retailer

A well knownonline retailer

A website where Iam already a

regular customer

Any companyoffering great

prices

Any company

Which shops would you be willing to shop with through your mobile phone?


Chart 3: Base = all respondents willing to shop from their mobile

73%

72%

55%

55%

47%

34%

34%

21%

DVDs/CDs

Film/theatre/event tickets

Books

Travel tickets

Flowers

Food

Clothes

Toiletries

What products do you think you might buy from your mobile phone?



And one final thought on the future

43 %

32 %

22 %

22 %

22 %

21 %

19 %

18 %

16 %

49 %

31 %

23 %

24 %

24 %

27 %

22 %

15 %

16 %

44 %

23 %

28 %

18 %

16 %

20 %

19 %

15 %

10 %

Satellite navigation system

Locate your friends / family / children in realtime

Electronic ‘ticket’ for public transport

Monitor your home security system in realtime

Passport / identity document for travelling

Use it to pay for goods and services in ashop (e.g. scanning your mobile)

Electronic key for your house or car

Pay bills

Monitor my children at home/school/nurserywhen I am at work

UK

FR

DE

Desirable phone functions



Key Take outs……..• Amongst the younger audiences social networking is the key driver

for using the mobile web• Smart phone usage is on the up, and those with smart phones use

the web much more often then others….• Ecommerce on the mobile web is under developed and not a key

driver for use…(YET)• Mobile web has different key motivation factors to the PC web being

much more information and socially driven…suggesting the mobile web will not replace some of PC web at the moment…..

Thank you

Tom [email protected]

mailto:[email protected]

Mobile Roadshow Lightspeed Presentation

Technology

Transcript of Mobile Roadshow Lightspeed Presentation