Social goes mobile - TNS May 2010

TNS Global Technology Show 2010; Berlin 14-16 March

Social goes mobile


2009 was a difficult year, even for mobiles

48

32

24

42

2008 2009 2010

Russia

France

Germany

US

Source GTI 2008/9/10: A15: When looking to make a purchase

% looking to purchase mobile in next six months


…but the world does not stand still…


… and confidence has returned

48

32

69

53

24

42

2008 2009 2010

Russia

France

Germany

US

Source GTI 2008/9/10: A15: When looking to make a purchase

% looking to purchase mobile in next six months


Service preferences are shifting to mobile

47 5364

97

Europe -

2008

Europe -

2009

Europe -

2010

India 2010

% of messages sent by mobile device

Source GTI: I6: Proportion of personal messages sent by different technologies


Mobile ecosystem still dominated by “fixed line” brands

Top regional content providers by usage

N America

Facebook– 29%

LatAm

Google – 15%

Africa

Google – 13%

Europe

Google – 22%

Dev Asia

Yahoo! – 22%

China

Baidu– 13%

M East

Google – 30%

India

Yahoo! – 4% Emerg Asia

Yahoo! – 9%

Source GTI: E2: Use of content brands


The success of social

A world of communities


Activities conducted online in past month (Global)

%

Social networking is a mainstream, mass-market behaviour

Source GWI: Q45: Behavior online

22

23

24

26

28

32

34

43

46

51

59

65

66

Edited/managed own website

Listened / watched a podcast

Uploaded a video online

Written your own blog

Listened to LIVE radio online

Used online office applications

Left a comment on a story on a website

Manage your social network profile

Uploaded photos online

Used Instant Messenger

Used internet banking

Used Webmail

Watched a video clip


Number of people you stay in touch with through following means (Global)

%

Why? More contacts

Source GWI: Q86: how many people do you stay in touch with via the following means

3125 21 19 14 13 11 11

30

2423

3430 27 26 28

3951 56

4856 61 64 61

Social

network

Microblog Personal

blog

Email Phone calls SMS Friend face

to face

Work

contacts

face to face

low (<10)

med (10-50)

high (>50)


Why? Choice of interaction level

Keeping in contactKeeping in contact

Depth of interactionDepth of interaction

Sharing momentsSharing moments

Sharing lifeSharing life


Why? More stuff

Social networking activities

in past month (Global)

Source GWI: Q69 – which of the following activities have you conducted on your social network service in the past month

%54

47

44

43

42

34

33

32

30

22

21

13

13

12

9

62Emailed / sent messages to friends

Uploaded and share photos on your profile

Instant messaged with friends

Written a status update

Played a game

Watched a video

Joined a group

Searched for new contacts

Written a blog

Installed an application

Sent a digital present / gift

Uploaded and shared videos on your profile

Joined a group affiliated / connected with a brand

Joined a group from a musician / artist

Online dating on your social network

Started a group


Going mobile

Seamless transition


Social networking through mobile is making headlines


Mobile social networking is booming

5

12

Global 2009 Global 2010

% of mobile users accessing social networks through mobile - Global

Source GTI: A29: Types of social networking sites visited (Modeled results)


Once adopted, social networking proves sticky

% daily service users out of all service users - USA

Source GTI: B1: Service usage

50

28 2720 20

Social networking Mobile banking Watching social

video

Download apps Navigation


Why? Four key developments

Improving user

interface

The growth of

“Now”

Unlimited data

plans

Industry-wide

marketing


This is a youth movement!

5033

17

16-30 yrs 31-45 yrs 46+ yrs

% daily social networking users out of all social networking users (Europe)

Source GTI: B1: Service usage

22

135

16-30 yrs 31-45 yrs 46+ yrs

% of mobile users accessing social networks through mobile (Europe)


… and supplements existing connectivity

Light use Heavy use

Most popular usage occasions by activity

Source GTI: A30: Top three usage occasions for different mobile activities

%


The gateway to mass adoption of mobile services?

% using services - Global

Source GTI: A22: Feature usage & B1: Service usage.

4

4

3

6

12

16

3

9

38

41

46

47

47

59

60

64

65

3

Watch live TV

Navigation services

Mobile banking

Blogging

Downloaded TV / video

Download games

Download music

Watching social video

Download apps

Socialnetworkers

Others

Social goes Mobile

Wrapping up


Takeout

• Mobile is the natural home of social networking

– Handset evolution and payment plans have facilitated adoption

– Adoption is fast and “sticky”, led by US

• Social networking provides supplementary usage occasions

• Social network brands have a major opportunity in mobile

– As access points

– As aggregators of services

– As enablers of new behaviours

Social goes mobile - TNS May 2010

Business

Transcript of Social goes mobile - TNS May 2010