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Data to develop your mobile strategy Gavin Patterson, Chief Markets Analyst [email protected] mobile SQUARED +44 118 977 6902
| Date post: | 12-May-2015 |
| Category: |
Business |
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Data to develop your mobile strategy
Gavin Patterson, Chief Markets Analyst [email protected] mobileSQUARED +44 118 977 6902
Mobile Consumer Trends 4Q12...
Mobile subscriptions: 84.27 million
Total population: 63.5 million
Mobile subscribers: 51.22 million
Mobile Internet users: 35.74 million
Mobile App users: 30.83 million
Mobile Commerce users: 24.59 million
Mobile Advertising reach: 22.63 million
Mobile Marketing opt-ins: 22.05 million
Source: Mobile Consumer Trends, in association with
Mobile Consumer Trends 4Q12 users vs subs, pops & devices
Source: Mobile Consumer Trends, in association with
0
10
20
30
40
50
60
70
80
90
Mob internet
Mob apps Mob commerce
Mob ad Mob marketing
Subscriptions
Population
Subscribers
Users
42% 37% 29% 27% 26% 56% 49% 39% 36% 35% 70% 60% 48% 44% 43%
Smartphone growth, 2010-16
Source: Mobile Consumer Trends, in association with
30 mil. handset sales per year
+80% contracts upgrade
+55% prepay upgrade
Device penetration of 24.3% in 2010
... 51.2% in 2012
... and 79.9% in 2016
Audience?
Mobile Consumer Trends tracks...
Mobile Internet Primary form of internet access At least once per day At least once per week At least once per month
Source: Mobile Consumer Trends, in association with
Mobile Apps 5 per week / frequent user 5 per month / frequent user Occasional / frequent user Occasional / in-frequent user
Mobile Commerce Spend up to £10 Spend up to £100 Spend up to £1,000 Spend up to £1,000, and over
Mobile Marketing Opted-in and used Opted-in, haven’t used yet
Mobile Advertising Seen, no purchase Seen, mobile purchase Seen, PC purchase Seen, shop purchase
Mobile Internet users, by gender 4Q12 35.74 million total
Source: Mobile Consumer Trends, in association with
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012
At least once per week 53% / 47%
Male
Female
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012
At least once per day 50% / 50%
Male
Female
0
1,000,000
2,000,000
3,000,000
4,000,000
Q4 2011
1Q 2012
2Q 2012
3Q 2012
4Q 2012
At least once per month 47% / 53%
Male
Female
0
500,000
1,000,000
1,500,000
2,000,000
Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012
Primary form of internet access 52% / 48%
Male
Female
Mobile app users, by age 4Q12 30.83 million total
Source: Mobile Consumer Trends, in association with
0
200,000
400,000
600,000
800,000
Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012
Heavy downloader, frequent user (18-34 = 66%)
18-24
25-34
35-44
44-54
55-64 0
500,000
1,000,000
1,500,000
Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012
Frequent downloader, frequent user (25-44 = 54%)
18-24
25-34
35-44
44-54
55-64
0
1,000,000
2,000,000
3,000,000
Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012
Occasional downloader, frequent user (25-54 = 70)
18-24
25-34
35-44
44-54
55-64 0
1,000,000
2,000,000
3,000,000
4,000,000
Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012
Occasional downloader, infrequent user (35-64 = 81%)
18-24
25-34
35-44
44-54
55-64
Mobile commerce, by location 4Q11 20.76 million total
Source: Mobile Consumer Trends, in association with
National average
£10 - 45% of users
£100 - 37% of users
£1000 - 11% of users
£1000+ - 7% of users
Internet purchase - 72%
App purchase - 28%
Male
Internet/app - 67/33%
Female
Internet/app - 78/22%
Mobile advertising users, by socio-econ 4Q12 22.63 million total... 53% ABC1 conversion; 42% of C2DE
Source: Mobile Consumer Trends, in association with
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012
Mobile purchase ABC1 = 61%
ABC1
C2DE
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012
PC purchase ABC1 = 64%
ABC1
C2DE
0
500,000
1,000,000
1,500,000
Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012
In-store purchase ABC1 = 57%
ABC1
C2DE
0
2,000,000
4,000,000
6,000,000
Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012
No purchase ABC1 = 51%
ABC1
C2DE
Mobile marketing users, by device 4Q11 20.80 million total
Source: Mobile Consumer Trends, in association with
iPhone 12%
Android 14%
Other smart 16%
Total smart 42%
Featurephone 54%
Legacy 4%
Top Tip: ABC1
females in London
aged 24-34 with an
iPhone
21,829
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Gavin Patterson Chief Markets Analyst mobileSQUARED [email protected] +44 118 977 6902
