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The State of Mobile: Key Emerging Digital
Trends
Evan NeufeldVP + Sr. Analyst M:Metrics, the mobile market authority
© 2007 M:METRICS, INC.
Insight on key trends and topics from thought-leading analysts.
• Quarterly key performance indicator reports
• Eight topical reports• Monthly Delta reports• Client-only Web briefings
Granular data on the most active segment of mobile media consumers.
• Direct measurement via on-device meter
• Tracking Symbian, Windows, Palm devices
• Browsing and messaging• Monthly data• Client-only Web briefings
• Device, content, and market tracking
• Direct measurement of operator channels
• Large scale surveys of consumer behavior
• Syndicated reports, online interface, and custom queries
• Monthly data• Client-only Web briefings
Comprehensive intelligence that helps companies profit from mobile convergence.
M:Metrics: The Mobile Market Authority
© 2007 M:METRICS, INC.
#1: Still Only 24 Hours in a Day: Fighting for Consumer Mindshare in an Increasingly Fragmented Environment
Media Consumption Evolution
Death of mass marketing
Need to understand multi-modal consumption
360 campaigns to become more the rule than the exception
Decreased Impact of Advertising
Over-messaging endemic
Need to rise above the clutter via improved messaging and targeting
The Era of Consumer Control
More savvy consumers demand fair exchange for value
© 2007 M:METRICS, INC.
#2: 213mm & Counting: Mobile Penetration to Grow 43% by 2011
MOBILE PHONE PENETRATION WW
26.1%
73.0%
95.8%
47.9%
87.0%
97.0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
ASIA USA EU
REGION
% O
F P
OP
UL
AT
ION
2006 2011Source: Nikkei Electronics Asia -- March 2007
+ 43% WW
© 2007 M:METRICS, INC.
#3: Mobile Phones: A Uniquely Personal & Portable Connection to the Digital World
Networks
Devices
Content
Advertising
As convergence disrupts multiple sectors, the mobile phone emerges as the key personal connection to the digital world.
© 2007 M:METRICS, INC.
Driven by device evolution, speed, and developing business models, the mobile phone is moving from being just a portable phone …..
…. to becoming a mobile communication and media management platform
© 2007 M:METRICS, INC.
# 4: Moving from Mobile 1.0 to Mobile 2.0: Key Characteristics
1. Ubiquitous Indoor plumbing penetration levels of phones Consumers are incorporating the Mobile Web into the
fabric of their daily life. In the US: Passed 24+ million consumers using mobile browsers in Q4 ‘06 Those who engage are active, frequent users
56% turn to mobile daily and weekly for news and information
2. Devices getting more sophisticated3. Business model proliferation & experimentation
© 2007 M:METRICS, INC.
Popular Mobile Content Mirrors Popular Web Content – Immediate, Necessary & On-the-GoWeather information is the top destination on mobile browsers in the US: 44% of those who use their mobile browser in the US (4.8% of all mobile users) access weather info sites.
However, it leads by a slim margin. Top U.S. browsing genres:
Category Users % of browser users
Weather 10,272,251 44%Search 10,108,453 43%News 9,919,201 42%Sports Info 8,861,845 38%Ent. News 7,718,528 33%
Monthly users: accessed weather info(3-month average ending June-07)
4.8%
1.9%
0.9%
1.8%
1.5%
0.3%
0%
1%
2%
3%
4%
5%
6%
Via browser Via SMS Via downloadedapplication
US EU5
3 month avg ending JUL 2007
© 2007 M:METRICS, INC.
However, Consumption Is Showing Signs of Evolving ..
Q1-07 to Q2-07 changes
Increase: SMS, photo and video messaging, email News & info via applicationsRingbacksSideloaded music
Steady, or Slight Decline: IM News & info via browser, text alertsRingtones, graphicsCarrier music downloads, programmed video Played games, downloaded games
© 2007 M:METRICS, INC.
Paradigm Shift Anyone?Mobile 2.0 Activities Pick Up
News 2.0: Downloading of News & Info Applications grows … Viral: 1 in 10 mobile subscribers creating/sharing content today. UGC on The Rise: Some of the highest growing consumption
categories involve user-generated photo and video sharing via MMS, email, or uploading to sites.
Old Business Models Disrupted: Homemade personalization (ringtones, graphics) is taking the place of purchased personalization – with the exception of ringbacks.
PC Integration: Tracking to the proliferation of music-enabled handsets, listening to one’s own music collection (transferred from a computer) is experiencing much faster uptake than downloading from a carrier music store.
Mobile Video: Nascent but Growing: From 2.6% In Jan ‘07 -
3.9% on Sept 07; Current usage: • Any Type of Video: 8.2 million Users as of Sept ‘07
• Viral: 7.1 million watched videos sent by family or friends Key Content Categories: News, Sports, Weather
Utility & Communication Categories Growth Driven by New Devices: Multimedia functionality drives adoption and next generation services
50% + own camera Phones 1 in 5 Own Music Phones Music phones were the fastest-growing handset category,
increasing a whopping 239%
Category Reach & Growth
Year Over Year Growth Q2 06 - Q2 07
Activity Q2'07 Subs GrowthBrowsing 11.00% -15.0%Purchased Graphic 3.2% -7.6%IM 6.70% -0.1%Played Games 20.6% -16.4%Purchased Tone 9.4% -6.5%Text Messaging 41.60% 12.7%Personal Email 9.00% 18.3%Work Email 5.30% 19.2%Visual Messaging 17.50% 36.8%SMS Alert 6.0% 2.5%Download Access 3.5% 21.0%Ringback Services 4.5% 50.8%Owned Camera Phones 56.1% 41.7%Owned Smart Phones 4.0% 73.4%
© 2007 M:METRICS, INC.
Pricing:
iPhone vs. Blackberry Bandwidth:
Consumers want to drink from the hose Devices:
Better devices = more usage Subsidization
The ad card…
# 5: What is Holding Us Back in Driving Us Forward …
© 2007 M:METRICS, INC.
Pricing: Consumers Getting Nickel and Dimed to Death…
+15%
+10%
© 2007 M:METRICS, INC.
Non 3g 3g BenchmarkBrowser access subgenre: news/info Any news or info 11.2% 19.7% 176Search 4.9% 9.2% 189Community/Dating 1.2% 2.1% 178Financial Account Access 1.6% 2.8% 170Business Directories 2.1% 3.8% 184Maps & Directions 3.2% 6.3% 195Movie & Entertainment Info 2.9% 5.8% 199Restaurant Info 2.0% 3.9% 199Travel 1.4% 2.2% 159Shopping Guides 1.4% 2.2% 161Health 0.7% 1.2% 169Horoscopes 1.1% 1.6% 149News 4.7% 9.8% 207Finance News 2.5% 4.7% 191Entertainment News 3.5% 7.1% 200Humor/Comics 1.0% 1.7% 164Sports Info 4.1% 7.9% 192Weather 4.9% 9.5% 195Men's Magazines 0.7% 1.0% 152Women's Magazines 0.6% 1.1% 185Traffic 1.9% 3.5% 185
3 month avg ending JUL 2007
The Broadband Effect: 19% 3G Penetration (and Climbing)
But we already knew that mobile broadband Is a game-changer
© 2007 M:METRICS, INC.
Usage :Smartphones Provide 400-800% Lift
14%
18%
49%
10%
9%
2%
2%
2%
0% 10% 20% 30% 40% 50% 60%
Used DownloadedApplication for News
& Info
Listened to Music(sideloaded)
Watched Video/TV
Browsed for Newsand Info
Percent of Installed Base
Non-smartphone owners
Smartphone owners
© 2007 M:METRICS, INC.
It must lend self to targeting
It must accommodate a wide range of marketing activities and
pricing / inventory models
It must allow for optimization & management of campaigns
It must provide clear , concise and actionable reporting
Must provide value back to consumers
How Do We Get There? Five Key Requirement for Effective Mobile Advertising
© 2007 M:METRICS, INC.
Thanks
© 2007 M:METRICS, INC.
The (nearly) Ubiquitous Device: Global, with Significant Variance by Market Place.
Select consumer penetration measures, US & EU%
FR DE IT ES UK USTotal Mobile Subscribers (Aged 13+) in millions 45.0 47.5 45.5 32.5 45.5 215.0
Sent Text Messages 73.6% 80.1% 85.9% 83.8% 86.4% 43.2%Used Net. Services for photo/video messaging 23.8% 21.8% 32.1% 32.3% 30.6% 19.2%Used email (work or personal) 6.6% 6.4% 9.9% 9.7% 8.4% 10.5%Accessed news/info via browser 9.2% 5.1% 6.9% 7.6% 15.2% 11.6%Accessed news/info via sms 7.8% 6.4% 18.1% 7.3% 5.8% 5.9%Purchased ringtones 4.2% 4.3% 4.0% 5.1% 3.4% 9.1%Used instant messaging 3.2% 3.1% 5.8% 6.6% 4.9% 6.8%Download games 1.5% 2.4% 2.7% 4.9% 4.8% 3.3%Purchased graphics 1.7% 1.9% 2.1% 2.1% 1.6% 2.9%Watched commercial mobile video / TV 1.2% 0.5% 1.6% 1.0% 1.3% 1.4%Accessed Social Networking Site or Blog 1.4% 1.3% 1.9% 1.9% 2.7% 3.3%
3 month avg ending AUG 2007