Date post: | 12-Jan-2015 |
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Technology |
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MOBILE MEDIA CONSUMPTION IN CHINA: A ‘NEW WAVE’ TAKES SHAPE
Wave 2: October 2012
• Founded and headquartered in Asia, with
offices in Hong Kong, Shanghai and
Singapore
• Independent mobile research specialist –
providing effective and actionable research
insights via mobile technology
• Tailored, high-quality and rapid-turnaround
approach
• Highly experienced team with extensive
regional credentials over past 12+ years
• Deep expertise in research insights:
– Research design & execution
– Sophisticated analytics
• Powerful research platform:
– Ability to deploy very rapidly, flexibly
bite-sized mobile research
• Over 93bn ad impressions; 578mn unique users
monthly
• Live in 165 countries; 13,000+ Sites & Apps
• $US 215mn funding – Softbank, KPCB, Sherpalo
• Acquired Sprout – Leading Innovator in Rich
Media Ads & HTML 5
Decision Fuel: a simple, clear and
compelling solution
BITE-SIZED: ‘Small is beautiful’
• Short surveys delivered over
mobile
• Typically <3mins to complete
• Fast design, fast launch, and
fast results
• Affordable
• Maximum engagement,
minimum respondent fatigue
• ‘In the moment’ research
opportunities
• Enables flow of information
direct from consumer-to-client
• Virtually any topic or any
market
• High penetration
• All demographics –
particularly in emerging Asian
economies
• ‘Always-with’ technology
• Works on feature & smart
phones
• Incentives linked to (and
fulfilled using) the mobile
device (eg credit)
• End-to-end service: surveys,
sample, fieldwork, analytics
• Professional quality
• Self-serve client model & fully
automated platform
• Flexible product features &
project scope
• Built by research buyers, for
research buyers
• Range of products designed
for real buying situations
MOBILE: Unparalleled consumer access
RESEARCH: Trusted data. Automated insight.
4
Versatile Platform: A Variety of Ways to Use
Decision Fuel
Decision Fuel’s bite-sized insights product meets a range of unmet needs.
It is highly complementary to existing formats of market research. 5
Panels of mobile phone
respondents recruited and
managed directly by
Decision Fuel
Extensive baseline data on
all panelists
Tailored recruitment for one-
off pieces of research
Ability to deploy rapidly in all
major global markets
Project-specific recruitment
(e.g. through mobile
advertising)
Creation and management of
panels for individual clients
Can recruit specifically for
client or use existing client
database
Short-term or long-term
panels
Surveys recruited and
deployed during an event
Surveys with in-the-moment
triggers
Can also capture event-
based ROI
Decision
Fuel Panels
Event-Based
and in-the-
Moment
Client
Proprietary
Panels
Ad Hoc
Research
Understand mobile media
consumption and how
it’s changing…
Wave 2 research*;
recruited via InMobi global
mobile ad network,
conducted over Decision
Fuel mobile platform
OBJECTIVES
China, India, Japan, Korea,
Singapore, Australia and
New Zealand
15,000 respondents
14 key markets globally
7 markets in Asia
8,500+ respondents
*Wave 1 research was conducted between Nov’11-Jan’12; Wave 2 research was conducted in Sep’12
GENERAL MEDIA CONSUMPTION
140
111
60
52
30 20
6.9 HOURS OF MEDIA PER DAY
THE AVERAGE MOBILE WEB
USER IN CHINA CONSUMES
Using mobile (ex SMS/calls)
Watching TV
Listening to Radio
Online via desktop/laptop
Reading Magazines
/Newspapers
Sample size: n=2,001
Tablet devices minutes
minutes
minutes
minutes
minutes minutes
27%
24%
28%
28%
27%
22%
21%
24%
28%
28%
27%
23%
24%
24%
13%
12%
16%
21%
22%
24%
23%
21%
34%
25%
22%
22%
24%
25%
23%
24%
25%
26%
22%
23%
15%
19%
15%
15%
17%
22%
17%
18%
18%
7%
7%
8%
5%
12%
5%
8%
6%
4%
6%
8%
7%
11%
12%
9%
13%
11%
8%
7%
11%
9%
9%
6%
7%
8%
8%
10%
7%
9%
Germany
France
Nigeria
Kenya
South Africa
Australia
New Zealand
Korea
Japan
India
China
Singapore
Using Mobile (excluding SMS/Calls) Online via desktop/laptop Watching TV
Listening to Radio Using a tablet device Reading Newspapers/Magazines
Sample size: Australia n=1,008; China n=2,001; France n=626; Germany n=411; India n=2,004; Japan n=1,010; Kenya n=1,027; Korea
n=1,381; New Zealand n=753; Nigeria n=1,053; Singapore n=757; South Africa n=682
7.8
6.9
6.2
5.9
5.7
7.8
7.5
9.1
8.3
6.9
7.3
6.5
Total Media
Time Spent
(Hours)
Mobile takes up a fair share of media time
(similar to Online & TV) across various markets
54% of mobile web users engage in mobile activities while watching TV
Mobile TV
Sample size: n=2,001
15%
13%
15%
15%
17%
31%
32%
50%
Other
Shopping online
Searching for information about products you see on TV
Searching for information about the show you are watching
Seaching for content not related to what you are watching
Playing games or listening to music
Social Networking (e.g. Facebook, Twitter, etc.)
Text messaging/ Instant messaging
Sample size: n=1,456
How do you typically use your mobile while watching TV? Please select top 2
Text messaging is the key activity while watching TV,
followed by social networking and games / music
DIGITAL MEDIA CONSUMPTION: PC VS MOBILE
21% 50% 24% 5%
Mostly via
desktop
Evenly split
between both
Mostly via
mobile
29% of mobile web users now use
mobile as either their primary or
exclusive means of going online
‘How do you typically go online to surf the web?’
Only via
mobile
Sample size: n=2,001
20%
22%
2%
7%
4%
22%
21%
21%
10%
16%
12%
12%
40%
36%
15%
32%
23%
46%
39%
50%
43%
44%
39%
29%
26%
25%
60%
36%
43%
24%
26%
24%
34%
28%
26%
31%
14%
17%
23%
25%
30%
9%
14%
5%
13%
13%
23%
28%
France
Germany
Kenya
South Africa
Nigeria
New Zealand
Australia
China
Korea
Singapore
Japan
India
‘How do you typically go online to surf the web?’
Mobile is becoming a major component of internet behavior
Sample size: Australia n=1,008; China n=2,001; France n=626; Germany n=411; India n=2,004; Japan n=1,010; Kenya n=1,027; Korea
n=1,381; New Zealand n=753; Nigeria n=1,053; Singapore n=757; South Africa n=682
Mostly via
desktop/laptop
Evenly split
between mobile
and desktop/laptop
Mostly via mobile Only via mobile
MOBILE MEDIA BEHAVIOURS
WHERE?
42% in a meeting or class
50% social
event
94% Waiting
for something
91% Lying in bed
54%
Spending time
with family
17% in the bathroom
66% Commuting
48%
Shopping
54% While
watching TV
Sample size: n=2.001
Mobile is becoming an important companion,
particularly for the in between times
WHAT?
Sample size: n=2,001
SHARE OF
MOBILE ACTIVITIES
MOBILE MEDIA BEHAVIOURS: ADVERTISING
27%
24%
32%
17%
No opinion, I don't think much about ads on my phone
Less comfortable, I find them intrusive
Equally comfortable, I'm getting used to seeing them
More comfortable, I find them to be very useful
Compared to other forms of advertising like TV or online, how comfortable
are you with mobile web and mobile app advertisements (not SMS)?
Sample size: n=1,985
of mobile users are as comfortable with mobile
advertising as they are with TV or online advertising 49%
40%
34%
22%
19%
11%
In an app On a search engine On a video website On a retailer website Others
I have noticed advertising on my mobile device before …
Sample size: n=1,533
of mobile web users claimed they have noticed
mobile advertising via the following channels… 81%
Mobile is catching up to TV and desktop/online
in impacting purchasing behavior
0% 10% 20% 30% 40% 50% 60% 70%
16%
Which two forms of media most impact your purchasing decisions?
67%
33%
24%
4% 25%
Sample size: n=1,590
31%
Mobile could influence consumers’ purchasing behavior
even in this early stage of mobile evolution
Awareness
Favorable opinion
Consideration
Shopping
Sale
Introduced you to something new (78%)
Helped you find something nearby (66%)
Provided you with better options (63%)
Influenced your in-store purchase (46%)
Caused you to reconsider a product (54%)
Influenced you to buy via your mobile (48%)
Has mobile advertising ever:
Sample size: n=2,001
MOBILE MEDIA BEHAVIOURS: COMMERCE & SHOPPING
17%
20%
21%
34%
35%
Travel (e.g. train tickets)
Entertainment (e.g. movietickets)
Financial (bill payments,peer-to-peer payments,
etc.)
Physical goods(electronics, clothes, etc.)
Digital goods (apps,games, e-books, music,videos, ringtones, etc.)
Commerce behavior is extending past digital goods, and now
includes physical goods, entertainment and bill payments
64% have spent
money on an activity
via mobile
Sample size: n 2,001
72%
67%
64%
62%
61%
70%
70%
78%
70%
66%
57%
50%
Korea
Japan
China
Singapore
India
New Zealand
Australia
Kenya
Nigeria
South Africa
France
Germany
Have you ever purchased any good or products via your mobile?
Sample size: Australia n=1,008; China n=2,001; France n=626; Germany n=411; India n=2,004; Japan n=1,010; Kenya n=1,027; Korea
n=1,381; New Zealand n=753; Nigeria n=1,053; Singapore n=757; South Africa n=682
81% of consumers plan to conduct mobile commerce in the
next 12 months, a 17% increase from where we are today.
81% are expected to spend
money on an activity via mobile
in the next 12 months
Sample size: n=2,001
For further information or requests for
detailed information on any of the countries
surveyed or specific consumer segments,
please contact:
Min Yoo
Aileen Ku