Jiwire - Gelocalisation insight Q3 2011

Table of Contents

JiWire Mobile Audience Insights Report Q3 2011

Source: JiWire, Q1 2011. 1

The Q3 Mobile Audience Insights Report examines connected device, location and mobile shopping trends, as well as connected device adoption. This quarter we examined two key emerging trends in the location and

mobile markets. The first area reviews device consumption habits and the shift to smaller, more portable

devices. The second key area looks at location-specific shopping behaviors attitudes around checking-in. Key

highlights include:

•  25% of the on-the-go audience plan to purchase Smartphones or Tablets within the next 6 months.

•  18% of mobile consumers will purchase on their mobile devices and laptops when shopping in a store. •  Consumer attitudes are equally split regarding check-in solutions. Perceptions vary by age and gender.

Connected Device Trends 3-4

Mobile Shopping Behavior 5-6

Location Trends 7

Connected Device Adoption 8-9

Worldwide Location Highlights 10-11

Tablet usage up 84%

Q4 2010 Q3 2011

Source: JiWire, Q3 2011

JiWire Mobile Audience Insights Report Q3 2011 Connected device trends: Device ownership


Laptop Smartphone Tablet (i.e. iPad) E-Reader (i.e. Kindle, Nook)

Netbook (i.e. Asus Eee PC)

Purchase intent is shifting from Laptops to Smartphones and Tablets •  Smartphone and Tablet ownership have increased by 4% and 5%, respectively, from Q2 2011 to Q3 2011. Laptop

ownership, by comparison, has decreased by 11% over the past quarter. •  Usage shows similar trends for device types between Q2 2011 to Q3 2011: Smartphone and Tablets saw relative gains

of 24% and 20%, respectively while Laptop usage reportedly decreased by 10%. •  In terms of purchase intent, consumers are 50% more likely to purchase a Smartphone or Tablet than a Laptop. •  Adults ages 24 and under are most likely to purchase a Smartphone and/or Laptop in the next 6 months. Adults ages

24 – 44 are most likely to purchase a Tablet.

Key Insights

Laptop Smartphone Tablet eReader Netbook


Which of the following devices do you own? 90%

79%

Q3 2011

Q2 2011

What do you plan to buy in the next 6 months?

24%

25%

16%

58% 62%

32% 37%

12% 12% 16% 16%

2

JiWire Mobile Audience Insights Report Q3 2011 Connected device trends: Tablet usage

19%

Percentage of Consumers who use Tablets to connect to Wi-Fi outside the home or office

25% 29%

35%

Q4 FY10 Q2 FY11 Q3 FY11

35% of the on-the-go audience uses Tablets to connect to Wi-Fi outside the home or office in Q3 2011 •  Tablet consumers connecting to Wi-Fi have nearly doubled since 2010, increasing from 19% in Q4 2010 to 35% to Q3 2011,

a relative increase of 84%. •  95% of Tablets owners report using their Tablets to connect with Wi-Fi outside the home or office, spending more than 90

minutes on average every day.** •  More recently, Tablets have shown a 99% increase in ad requests between Q2 2011 to Q3 2011. •  The Apple iPad remains the category leader with 81.4% of total marketshare. The Galaxy tablet showed the most growth,

increased by 13.1% from 2.2% (Q2 2011) to 15.8% (Q3 2011).

Q1 FY11

Key Insights

Q3 Rank

Top Tablet Devices

1 Apple iPad

2 Galaxy Tab

3 Dell Streak

4 Blackberry Playbook

5 Galaxy S

6 Huawei Ideos S7

7 Motorola Xoom

8 Toshiba Folio 100 Source: JiWire, Q3 2011 Source: JiWire, Q3 2011

Percentage of Tablet Ad Requests

Q4 FY10 Q2 FY11 Q3 FY11 Q1 FY11


3.7%

6.4%

8.5% 8.9%

Source: JiWire, Q3 2011; JiWire Internal Network Data **MediaPost “Tablet News Readers Significant, But Only a Harbinger...” (November 8, 2011) 3


JiWire Mobile Audience Insights Report Q3 2011 Mobile shopping behavior: Purchasing preferences


Key Insights

Which categories do you tend to purchase frequently using your mobile device?

Electronics Retail (non electronics)

Entertainment Travel Local Deals Food/Beverage

Tablet Owners

Smartphone Owners

Tablet owners purchase more frequently than smartphone owners •  82% of the Tablet owners are willing to purchase directly on their mobile devices (smartphones or tablets) compared with

76% of Smartphone owners. •  67% of Tablet owners are comfortable spending $50 or more, compared with 57% of Smartphone owners •  Electronics, Retail, Entertainment and Travel are the most frequently purchased categories. Tablet owners lead all of these

categories in terms of purchase frequency. •  Purchase intent skews male - 73% of Men report purchasing on mobile devices compared with 61% of Women.

43%

53%

42%

49%

39% 43%

32% 38%

12% 11%

8% 7%

4


JiWire Mobile Audience Insights Report Q3 2011 Mobile shopping behavior: Purchasing preferences

Key Insights

85% of the mobile audience still shop in a physical store •  63% of consumers prefer to shop both in store and online and 22% prefer to shop exclusively in-store. Only 15% prefer to

shop exclusively online. •  18% are using a connected device to actually make purchases even when physically in the store. In addition, 28% of

respondents said they comparison shop on a mobile device when in store. •  The mode of purchase shifts greatly as consumers draw further away from a given location. Specifically, 72% of consumers

report that they are more likely to shop on their laptops or mobile devices once 10 miles from a store. 5

Online Physical Store Source: JiWire, Q3 2011

Do you prefer to shop in a physical store location or online?

Both

When buying a $50 item from a store you visit regularly, what is your likeliest method of purchase?

In store On Mobile device On laptop


At the store

1 mile from store

5 miles from store

10 miles from store

20 miles from store

82%

77%

66%

45%

28%

9%

13% 10%

15% 19%

16% 39%

14% 58%

9%

Source: JiWire, Q3 2011.

JiWire Mobile Audience Insights Report Q3 2011 Location trends: Check-in service attitudes

22%

30%


8%

27% 13% I love it!

I like it

I don’t like it

I don’t care

I don’t understand it

On-the-go consumers are still deliberating about Check-In services

•  Perceptions are equally split among positive, negative and neutral feelings towards Check-in services, with roughly a third of audiences falling into each of those category.

•  Attitudes vary across genders: 39% of men enjoy check-in services compared with 30% of women; 33% of women do not understand check-ins compared with 22% of men.

•  46% of Adults ages 24 and under ‘like’ and ‘love’ check-in services, followed by Ages 25-44 (40%) and then 45+ (29%).

•  The most popular check-in categories include restaurants, hotels, pubs/bars and health clubs.

Key Insights

Which statement best describes your thoughts about check-in services?

<24 25-44 45+

Love 27% 15% 9% 16% 10%

Like 19% 25% 20% 23% 20%

Don’t care 32% 30% 29% 30% 29%

Don’t like 5% 9% 8% 9% 8%

Don’t understand

17% 21% 34% 22% 33%

Demographic Breakdown

6


Q3 Rank Mobile Device OS

Q3 2011 % of Ad

Requests

Q2 Rank

% Change in Market Share

1 iOS 79.9% 1 - 2.0%

2 Android OS 11.0% 2 + 0.5%

3 Windows Phone 5.2% 3 + 1.2%

4 RIM 2.2% 4 + 0.4%

5 PSP 0.8% 5 0.0%

6 Symbian 0.4% 6 - 0.3%

7 WebOS 0.4% 8 + 0.3%

8 Windows Mobile 0.1% 7 - 0.3%

Q3 Rank Mobile Device Top 10

Q3 2011 % of Ad Requests

Q2 Rank


1 Apple iPhone 41.9% 1 - 1.8% 2 Apple iPad 23.8% 2 + 2.9% 3 Apple iPod Touch 14.1% 3 - 3.3% 4 Windows Mobile 7 4.9% 4 + 1.1% 5 BlackBerry Torch 0.7% 7 0.0% 6 HTC Desire S 0.6% 12 + 0.4% 7 Palm Pre 0.4% 28 + 0.3% 8 Blackberry Bold 0.4% 21 + 0.2% 9 HTC Desire 0.3% 5 - 0.8%

10 Samsung Galaxy S 0.3% 6 - 0.5%

Key Insights:

Note: JiWire measurement includes all mobile devices in order to provide a complete view of how the on-the-go audience is connecting outside of the home and office. * OS: Operating System.

Connected device adoption: U.S. highlights Top 10 Mobile Device: Q3 2011 Top Mobile OS: Q3 2011

Source: JiWire, Q3 2011 Source: JiWire, Q3 2011



The iPad continues to gain marketshare in Q3 2011 •  The Apple iPad increased by 2.9% for the third consecutive quarter •  The Apple iPhone remains in the No. 1 spot at 41.9%, after decreasing 1.8% in marketshare.

iOS drops in marketshare but still holds No. 1 ranking third consecutive quarter •  iOS drops by only 2.0%, but remains in the No. 1 spot ahead of the No. 2 ranked Android operating system.

7

Q3 Rank Mobile Device OS

Q3 2011 % of Ad

Requests

Q2 Rank


1 iOS 71.1% 1 - 6.5%

2 Android OS 16.6% 2 + 1.5%

3 Windows Phone 8.1% 3 + 5.5%

4 RIM 1.5% 4 + 0.2%

5 PSP 1.1% 6 - 0.1%

6 Symbian 1.0% 5 - 0.3%

7 Windows Mobile 0.3% 7 - 0.2%

8 Bada 0.2% 8 - 0.1%

Q3 Rank Mobile Device Top 10

Q3 2011 % of Ad Requests

Q2 Rank


1 Apple iPhone 50.6% 1 - 6.2% 2 Apple iPad 10.4% 3 + 2.2% 3 Apple iPod Touch 10.1% 2 - 2.5% 4 Windows Mobile 7 7.5% 6 + 5.4% 5 HTC Desire S 2.2% 17 + 1.9% 6 Wildfire 1.9% 10 + 1.5% 7 HTC Desire 1.8% 4 - 0.7% 8 Samsung Galaxy S 1.4% 5 - 0.8% 9 Samsung Galaxy S II 1.2% 22 + 0.9%

10 Sony Xperia X8 0.6% 11 0.0

Key Insights:

Note: JiWire measurement includes all mobile devices in order to provide a complete view of how the on-the-go audience is connecting outside of the home and office. * OS: Operating System.

Top 10 Mobile Device: Q3 2011 Top Mobile OS: Q3 2011


Connected device adoption: U.K. highlights



iPad and Windows Mobile make significant marketshare gains in the third quarter of 2011: •  7 out of the top 10 devices are the same within the U.S. and U.K. Comparatively, the Samsung Galaxy S, SII, and Wildfire devices

are more popular in the U.K. Android OS, Windows OS make large marketshare gains again the in third quarter of 2011: •  iOS loses marketshare again in Q3 2011 but remains the majority leader at 71.1%

•  The Windows OS, Android and RIM saw gains of 5.5%, 1.5% and 0.2%, respectively, while all other operating systems showed declines

8

Q4 2010 Q1 2011 Q2 2011 Q3 2011

Key Insights:

Worldwide public Wi-Fi locations continue to grow through the second quarter of 2011: •  Quarterly growth of 12.2% from Q2 2011 to Q3 2011

•  YTD growth of 56.3% from Q4 2010 to Q3 2011

•  Annual growth of 91.8% from Q3 2010 to Q3 2011. Total public Wi-Fi locations have nearly doubled in since 2010.

Worldwide location highlights: Public Wi-Fi locations

Worldwide public Wi-Fi locations: 2006 – Q2 2011

2007 2008 2009 2010 Q3 2011

219,681

289,476 237,507

Worldwide quarterly growth in public Wi-Fi locations

*Base starting at 230,000

414,356

647,788



546,783


577,250

9

647,788

414,356

Q3 Rank Country Q3 2011

# of Locations Q2 2011

Rank % Change

(from Q2)

1 United Kingdom 181,474 1 26.4%

2 United States 104,277 3 8.3%

3 China 102,285 2 0.1%

4 South Korea 69,569 4 26.1%

5 France 34,600 5 12.2%

6 Russian Fed. 16,659 7 4.7%

7 Germany 14,733 6 -0.2%

8 Japan 14,685 9 17.2%

9 Taiwan 14,315 8 0.2%

10 Sweden 7,765 10 2.1%

76.2%

Public Wi-Fi business models: Worldwide Q3 2011

77.6%

Public Wi-Fi business models: U.S. Q3 2011

20.2%

58.0%

Paid

Free

Paid

Free

23.8%

18.2%

2.2%

22.4%

Worldwide location highlights: Public Wi-Fi locations




United Kingdom, South Korea and Japan have highest growth rates in Q3 2011: •  UK and South Korea stay consistent in the No. 1 and No. 4 spots, with a growth rates of 26.4% and 26.1% respectively. •  Japan increased from the to the No. 8 spot, from No. 9 in Q2 2011, with a 17.5% increase in marketshare Free locations continue to see growth in the U.S. and remain consistent worldwide •  Free locations in the US has increased by 18.2%, from 58% in Q2 2011 to 76.2% in Q3 2011, while total free locations

Worldwide have remained between 19% to 25%

10

Increase in Free

Increase in Free


Methodology:

JiWire’s Mobile Audience Insights Report is based on data from approximately 315,000 public Wi-Fi locations, as well as surveying more than 2,000 customers randomly selected across JiWire’s Wi-Fi Media Channel in July ’11 – September ‘11. JiWire serves advertisements to over 30,000 public Wi-Fi locations in North America and we record data from every ad request. This report is based on the ad request data we collected from July – September 2011. Quarterly public Wi-Fi location rankings and business model distributions are based on the final day of the quarter.

JiWire is the leading mobile audience media company, combining location and audience data to deliver targeted advertising across premium locations and wireless devices.

This Insights report provides a snapshot of usage trends and audience data over public Wi-Fi for the third quarter of 2011. This report is intended to highlight market trends for advertisers.

JiWire’s Location-Based Media Channel is comprised of more than 30,000 public Wi-Fi locations through partnerships with

more than 30 leading wireless broadband telecommunications providers, with venues such as airports, hotels and cafés that serve more than 40 million unique users monthly. JiWire connects with the on-the-go audience across

multiple devices from laptops, to smartphones, to tablets. JiWire’s registry of public Wi-Fi locations includes more than 450,000 public Wi-Fi locations in 144 countries.

JiWire has been reaching on-the-go audiences since 2003.

For questions about this report, or for recommendations for future reports,

please contact us at [email protected].

Date post:	26-Jan-2017
Category:	Business
Upload:	vincent-tessier
View:	726 times
Download:	0 times

Jiwire - Gelocalisation insight Q3 2011

Business