Nick lane mediatel event 280212
16
All data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer Trends database UK Scene Setter, FMCG & Media, Feb ‘12 Nick Lane, chief strategy analyst, mobile SQUARED mobile SQUARED
-
Upload
mobilesquared -
Category
Technology
-
view
1.574 -
download
0
Transcript of Nick lane mediatel event 280212
All data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer Trends database
UK Scene Setter, FMCG & Media, Feb ‘12
Nick Lane, chief strategy analyst, mobileSQUARED
mobileSQUARED
Research specialists in mobile consumer engagement
We do it using Mobile Consumer Trends, the only forward-looking mobile consumer forecasts, based on extensive ongoing qual/quan mobile market and consumer research.
We create the Mobile Market Forecasts
Then segment the data by
• Advertising • Apps • Internet • Marketing • Commerce
Then by
• Device type • Age • Gender • Location • Socio-economics
Then we forecast
How we do it
mobileSQUARED
About mobileSQUARED
mobileSQUARED
-
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
2011 2012 2013 2014 2015 2016
Legacy
Featurephones
Other Smartphones
Android
iPhones
The UK
Over 84 million mobile subscriptions end 2012 Smartphones to hit 43.1 million in 2012 – dominant device type
mobileSQUARED
The mobile filter
9.7m 20.03m
mobileSQUARED
The mobile filter reality
1.8m 2.1m
35-44 yo
mobileSQUARED
Totals – mobile web
33.2 million mobile web users end 2012
2Q2012 1.7 million
1Q2012 1.8 million
4Q2012 3.3 million
3Q2012 5.1 million
1Q2012 3.6 million
mobileSQUARED
Totals - apps
29.3 app users end 2012
3Q2012 2.9 million
3Q2012 1.3 million
1Q2012 2.2 million
2Q2012 1.1 million
4Q2012 1.9 million
mo
bile
SQ
UA
RE
D
15m to 320,000: impact of targeting
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
1Q 2012 2Q 2012 3Q 2012
4Q 2012 1Q 2013
App users
iPhone
Android
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
1Q 2012 2Q 2012 3Q 2012 4Q 2012
1Q 2013
Apps users London
0
100,000
200,000
300,000
400,000
500,000
600,000
1Q 2012 2Q 2012 3Q 2012 4Q 2012
1Q 2013
App users London, 35-44
0
50,000
100,000
150,000
200,000
250,000
300,000
1Q 2012 2Q 2012 3Q 2012
4Q 2012 1Q 2013
App users London, 35-44, male
mobileSQUARED
Bigger numbers
5 million 35-44 yo app users
mobileSQUARED
The really interesting stuff
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
Web Web App App
1Q 2012 4Q12 1Q 2012 4Q12
Mobad audience 2012
Banner Blind
Pro mobad
56% of all mobile web users “acknowledge” mobile advertising & 64% of all app users
mobileSQUARED
The power of mobad in 3Q2012
3.2 million buy on mobile
3.6 million viewed on mobile, PC purchase
2.2 million driven in-store • 18-24 yo’s most likely to respond (32%)
mobileSQUARED
The power of mobad in 3Q2012
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
Viewed ad, purchased on mobile
Viewed ad, purchased
on PC
Viewed ad, purchased
in-store
Viewed ad, did not
purchase
Total mobile
advertising reach
Total mobile
advertising conversion
730,905 858,085
263,458
1,700,742
3,553,190
1,852,449
Advertising to mobile users aged 35-44
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Mobile advertising reach for 35-44, by region
35-44 yo’s represent: •23% of mobad purchasers
•24% of viewed ad, purchased on PC
•12% of driven in-store
•23% of total mobile advertising reach
mobileSQUARED
Monetisation
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
1Q 2012 2Q 2012
3Q 2012 4Q 2012
1Q 2013
M-commerce users
Spent over £1,000 on transaction
Spent up to £1,000 on transaction
Spent up to £100 on transaction
Spent up to £10 on transaction
19.8 million m-commerce users by end-2012
There are more
m-commerce
users than mobile
advertising users
mobileSQUARED
FMCG monetisation
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
1Q 2012 2Q 2012
3Q 2012 4Q 2012
1Q 2013
M-commerce users
Spent over £1,000 on transaction
Spent up to £1,000 on transaction
Spent up to £100 on transaction
Spent up to £10 on transaction
FMCG target audience of 20 million in 1Q2013
35-44 yo’s represent largest
m-commerce <£10 user (4.1
million), followed by 45-54
yo’s.
18-25 yo’s represent the
smallest m-commerce
opportunity.
mobileSQUARED
FMCG mobile landscape
6.7% of m-commerce users 68,324 driven in-store 1.6 million app users
Present
2.3 mil. m-commerce users Mobad reach of 2 million 3.6 mil. mobile web users
19% of m-commerce users 200,000 driven in-store
18% of mobile web users
11.6% of m-commerce users 2.5 million app users
12% of mobile web users
121,524 driven in-store 1.6 mil. app users
1.8 mil. mobile web users
FMCG opportunity in UK reaches 20 million mobile users in 12 months Mobile advertising “effectively” reach 10 million = Cross-mobile strategy (web, app, adv, & marketing) Use mobile interaction & engagement to develop consumer relationships Become a service Think long term!
Nick Lane Chief strategy analyst mobileSQUARED Nick @ mobilesquared.co.uk +44 118 977 6902
Source: Mobile Consumer Trends, in association with
mobileSQUARED
Conclusion
