© TNS 2012
Mobile Life 2013 | A introduction to the study
© TNS 2012
Contents
2
1 The Mobile Life proposition 03
2 Market coverage 14
3 Some insights from 2012 17
4 Offer, deliverables & costs 28
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The Mobile Life proposition
1
3
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The mobile phone has permeated every aspect of our reality. It’s always with us, always on. It’s become essential for our lives.
4
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The mobile is a personal device. We make our phone our own and develop our unique mobile circle of trust.
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If a brand is invited into in this mobile circle of trust, huge benefits are available.
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The mobile is also impacting the path to purchase, giving consumers greater power and revolutionizing the in-store experience.
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Many marketers are already beginning to realise the impact that mobile has in delivering better communications with consumers.
8
Mobile has helped turn brand advertising into brand experiences
“We have seen how you can use mobile mechanics to empower our above the line media...
“Mobile: the enabler of our comms model”
Jay Altschuler Unilever’s director of global media innovation
Speaking at IAB Mobile Engage in London, May 2012
...and can actually be a true story-telling device and channel”
In one year, Unilever has created 13 mobile iAds across 11 brands in six countries
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Mobile has become an integral part of consumers’ lives and a necessary tool for businesses’ communication, media and advertising strategies. TNS recognizes these developments and strives to provides valuable insights into the category at both a global and local level through Mobile Life Mobile Life is a strategic tool to inform marketing and communication decisions, partnership investments, and aid with product development – it assists in:
- Understanding the role of Mobile in consumers’ lives – what Mobile functionalities and services are demanded to meet the changing needs and behaviors of today
- Examining the evolving device ecosystem – how are consumers using desktops, laptops, smartphone and tablets together; and what is the future of each of these categories
- Providing consumer feedback on cutting-edge Mobile developments such as Mobile Payments, QR codes and location-based features to assist in product development and communication
- Exploring the brand interplay present in the constantly changing Mobile category – allowing for more informed partnership decisions
- Understanding the potential of Mobile in marketing & communications strategies
- Empowering businesses with the information necessary to develop an effective Mobile strategy
Study positioning
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The pace of change within the Mobile category is rapid, and Mobile Life rigorously aims to evolve to continually reflect these changes
- Continued global coverage – extensive coverage across regions!
- Comprehensive coverage of Africa, particularly West Africa and Europe, and robust coverage in North / South America and Asia
- Quantitative modeling of the smartphone, tablet, Smart TV and PC device ecosystem, allowing for a precise understanding of inter-device behaviour and future category growth
- A deeper understanding of the Path to Purchase, with particular emphasis on behaviour at a category level
- An updated model of brand relationships, allowing for better investigations into brand strength and mobile consumer insights
- Revised content to examine new and progressive mobile features and services, especially location based services, social networking and attitudes towards applications
- Continued questioning into Mobile Finance, especially around payment mechanisms
- Drill-down on usage of Mobile as marketing and communications tool
- Detailed investigation into WiFi usage and its effect on mobile data usage
- Inclusion of Mobile Behave (passive meter measurement) data for some key markets
Study developments – What’s new in 2013?
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MOBILE COMMUNICATION | Mobile ownership and usage
Phone(s) owned, classification of business / personal user
DEVICE INTERPLAY | Technology device ownership / usage & role of mobile
Technology devices owned & purchase intention, ecosystem modelling, and purchase drivers
Interplay of mobile, smartphone, tablet, Smart TV, laptop/notebook & PC – activity-based device usage
Investigation into tablets – brand, purchase drivers, activity usage, usage occasions
MOBILE ENVIRONMENT | Handset share, replacement, brand and operating system
Handset brand & form-factor, smartphone / advanced feature phone ownership
Price paid and intended for handset, replacement cycle of phone, change in mobile usage over time
Current network provider / carrier, payment plan & data package used;
Commitment to brands – targeting of ‘open’ consumers, OS used & loyalty – intended OS & key drivers
MOBILE USAGE | How consumers use their mobile devices
Current usage and latent demand for a range of current and progressive features & services
Usage of WiFi services and the impact on mobile data usage, attitudes towards mobile data adoption
Usage of instant messaging brands, drivers for IM adoption, impact on SMS/text messaging
Social networking – activities carried out, types of LBS features used / reason for using
Drivers for application download, general attitudes towards applications
Study content – What’s included in 2013?
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M-COMMERCE | Role of mobile finance
Current usage and interest in mobile finance activities
Drivers & barriers to mobile wallet
Drivers & barriers to mobile banking
MOBILE PATH TO PURCHASE | The role of the mobile in online research & shopping
Current usage of mobile based product research/purchase activities for four key consumer categories
Overall interest in research activities
Overall usage of mobile based research/purchasing for key consumer categories
Interest in innovative mobile retail solutions
Detailed usage of mobile for automotive research
Use of the mobile phone for ‘showrooming’ (viewing the product in-store but then purchasing elsewhere)
PROFILING | Demographic information
General product category purchasing
Household income, level of education, marital status, household composition
Age, gender, location / region within country, employment status & job level, local market social class questions (in certain markets)
Study content – What’s included in 2013?
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- Mobile Behave | A 360 Degree Perspective on Consumers
Mobile Behave uses smartphones to open a window into peoples’ daily life, using passive on-device measurement and on-the-spot interaction to interpret consumer behaviour and mobile consumption 24/7
- Mobile Behave data from the US, China and a number of other global markets will be included in Mobile Life reporting, where complementary
This will allow: - Deeper understanding of consumers’ usage of phone features and applications
- Insight into consumer ‘actual’ behaviour, and how this relates to ‘reported’ behaviour
- Although Mobile Behave will be integrated where relevant in Mobile Life reporting and presentations, access to the full Mobile Behave database will only be available to paying subscribers of the study
Connection with Mobile Behave
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Market coverage
2
14
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North America
Canada USA Latin America Argentina Brazil Mexico Africa Cameroon Egypt Ghana Kenya Nigeria Senegal South Africa Australasia Australia New Zealand
Europe
Czech Republic Finland France Germany Italy Netherlands Norway Poland Portugal Russia Slovakia Spain Sweden UK
Asia and Middle-East
China Hong Kong India Indonesia Japan Malaysia Philippines Saudi Arabia Singapore South Korea Taiwan Thailand Turkey UAE Vietnam
Mobile Life is based on conversations in 43 countries, designed to capture the entire population of mobile users in each market.
© TNS 2012
Representative across 16-60 yr olds; both mobile phone owners and non-owners; boosted sample in key markets.
16
COUNTRY SAMPLE METHODOLOGY Argentina 479 Web CLT
Australia 996 Online
Brazil 1000 Web CLT
Cameroon 642 F2F CAPI
Canada 983 Online
China 3159 F2F PAPI
Czech Republic 992 Online
Egypt 1020 F2F CAPI
Finland 500 Online
France 1001 Online
Germany 997 Online
Ghana 545 F2F CAPI
Hong Kong 502 Online
India 2980 F2F PAPI
Indonesia 1500 F2F PAPI
Italy 1000 Online
Japan 500 Online
Kenya 741 F2F CAPI
Korea 1026 Online
Malaysia 500 Online
Mexico 753 Web CLT
Netherlands 796 Online
COUNTRY SAMPLE METHODOLOGY New Zealand 497 Online
Nigeria 1596 F2F PAPI
Norway 625 Online
Philippines 491 F2F PAPI
Poland 977 F2F CAPI
Portugal 500 F2F CAPI
Russia 1003 Web CLT
Saudi Arabia 513 F2F CAPI
Senegal 507 F2F PAPI
Singapore 501 Online
Slovakia 505 Online
South Africa 1002 F2F PAPI
Spain 498 Online
Sweden 593 Online
Taiwan 502 Online
Thailand 1000 F2F PAPI
Turkey 776 F2F CAPI
UAE 510 F2F CAPI
UK 497 Online
USA 1497 Online
Vietnam 500 F2F PAPI
Increased sample in 2013!
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Some insights from 2012
3
17
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Mobile remains the word’s must have device – it has the highest ownership globally and it is the device most people are likely to buy.
18
0
5
10
15
20
25
0 10 20 30 40 50 60 70 80 90 100
Smartphone
Mobile
Device ownership and likelihood to buy
Current ownership
Lik
ely
to
bu
y
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In emerging markets with lower GDP levels people typically have fewer technology devices and rely more on their mobile device.
19
R² = 0.7626
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
1
2
3
4
5
6
7
8
9
10
Uganda
Tanzania
Kenya
Pakis
tan
Senegal
Cote
D’Ivoir
e
Cam
ero
on
Vie
tnam
Nig
eria
Ghana
India
Philip
pin
es
Egypt
Indonesia
Ukra
ine
Chin
a
Thailand
Colo
mbia
Rom
ania
South
Afr
ica
Mala
ysia
Arg
entina
Mexic
o
Turk
ey
Bra
zil
Russia
Pola
nd
Chile
Hungary
Slo
vakia
Saudi Ara
bia
Taiw
an
Czech R
epublic
South
Kore
a
Port
ugal
Gre
ece
Isra
el
New
Zeala
nd
Spain
Hong K
ong
Italy UK
Fra
nce
Germ
any
Austr
alia
Japan
Sin
gapore
Belg
ium
Irela
nd
Fin
land
Neth
erl
ands
Canada
USA
Sw
eden
Denm
ark
UAE
Sw
itzerl
and
Norw
ay
Number of technology devices owned Mobile ownership (%)
Emerging Developed
Mobile Ownership Vs. Technology Device Ownership - Global
GDP per capita
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Smartphone penetration closely trails laptops in emerging markets highlighting the lack of legacy PC development in these markets; smartphone penetration will exceed that of laptops over the coming year.
20
91 23 5 3 26 38
97 38 14 10 61 62
92 28 7 5 36 46
Mobile Smartphone Netbook Tablet Laptop Desktop
Emerging markets Developed markets Global
Device ownership
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For consumers in developed markets, on-the-go internet and email access are key drivers behind smartphone prioritisation.
Ownership
Intention
Prioritization
37
35 23
22
16
To upgrade current device
To surf the internet
To email / message
To use whenever / wherever I am
To access apps relevant to me
Top 5 reasons
62% Own a desktop
19% Intend to buy a smartphone
21%
38
61 62
14 10
Smartphone Laptop Desktop Netbook Tablet
19 16 8 6
18
21 16
6 4
18
Device adoption – developed markets
Would buy a smartphone if they could only buy one device
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82
66
53
28
23
41
12
22
31
12 6 5
Developed Emerging Tier 1 Emerging Tier 2
%
75
27
17
9
Via WiFi Via 3G/4G Via cable connection to computer Synced to a smartphone
WiFi dominates tablet connectivity, although 3G/4G connections gain importance in emerging markets where WiFi infrastructure is weaker.
%
Tablet connectivity – globally Tablet connectivity
– developed vs. emerging markets
3G/4G connectivity gains importance in markets with weaker WiFi infrastructure
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of mobile users access social network sites via
their phone on a daily basis;
this figure jumps to amongst smartphone owners
with continual connectivity
11
19
26
33
11
Very interested Quite interested Not very interested Not interested at all Don’t know
20
7 13
19
41
Use daily Use weekly Use less often than once a week Don't use Don't have feature / don't know
The mobile provides consumers with real-time and immediate access to their social world throughout the day.
Social networking drill down
In bed in
morning
Early
morning
Morning
commute
Late
morning
During
lunch
Early
afternoon
Late
afternoon
Early
evening
Evening
commute
During
dinner
Late
evening
In bed
before
sleep
21% Of mobile users access social networking sites
on their phone late in the evening
53
48
10
6
Via phone's Internet browser
Through an app
Via a widget or live feed
Don't know
%
20%
41%
Method of SNS access on phone
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Banks are the most preferred provider of mobile wallet services globally, although local strategies will need to be tailored around market dynamics.
47
19
18
5 11
Global
N America
Europe
Dev Asia
India
China
Emrg Asia
MENA
LatAm SSA
43
30
12
5 10
56
16
14
5 10
52
19
14
8 8
42
30
15
6 8
59 18
12
8 4
70
15
8 2 5
53
11
25
7 4
53
11
10
25 2
Preferred provider of mobile wallet services
53
19
14
7 7
Bank Credit card provider Mobile network provider Mobile handset brand Large retail store
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Mobile fosters a flurry of activities while consumers are in-store; the challenge for businesses is to embrace and utilise these activities.
25
Read independent product reviews
40 25 17 9 13 28 48
10
11
15 13
16
7
6
6
Online research while in the store
Receive a special deal by interacting with an advert (e.g. taking a photo,
winning a competition)
Usage of mobile in path to purchase
Scan a barcode to pay for the product
Scan a QR code to pay for the product
Pay for a product by touching phone against a sensor
Buy products from group buying sites (e.g. Groupon)
Scan QR codes to receive more information on the product
Scan the barcode and receive more information on the product
Take notes of product details in
store
Take notes of product details in
store
Check what others are saying about the product via SNs
Online research while at home
Receive updates from nearby shops / places
of interest To compare
prices
In-store activity
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There is a strong appetite globally for mobile features that allow consumers to engage with their mobile as well as the world around them – therefore incorporate them into your campaign.
26
Usage and interest in engaging mobile features
65
63
53
42
42
32
21
19
19
14
13
12
10
20
17
20
30
29
30
39
36
40
43
40
37
34
6
8
14
13
13
18
17
20
18
19
22
22
23
8
12
13
14
16
20
23
25
24
25
25
30
33
Taking photos
Listening to music
Playing games
Browsing the internet
Taking videos
Social networking
Using navigation services
Streaming video
Using location based…
Video calling
Watch Live TV shows
Scanning QR codes
Augmented reality
%
Using Interested Not interested Don't know
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Interest in mobile advertising indicates offers must be both timely and relevant in terms of needs and location.
Attitudes towards mobile advertising
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