1© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
SMART MOBILE GESTERN,
HEUTE UND MORGENDie (R)Evolution geht weiter, aber wohin führt sie?
Robert Wucher | Head of Technology and Digital Client Solutions
2© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
It is not the strongest of the species that survive, nor the
most intelligent, but the one most responsive to change.Charles Darwin
3© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
EVOLUTION
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Computing went mobile – New screen sizes have blurred the
boundaries between Mobile and IT
Mobile Phones/Computing Sales Units (in mn)
Source: GfK Retail and Technology, Germany, 100% Totalmarket Demand
20132007 2009 20142011 20122008 2010
39
3635
38
4240
4244
>= 10 inch
7 < 10 inch
5,5 < 7 inch
3,5 < 5,5 inch
< 3,5 inch
Sum mn units
Display size
5© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
Internet went mobile – Evolutionary stages from the Internet of
Documents to where we are today, the Internet of People
Internet of
ApplicationsRise of mobile
internet, Web 2.0
Internet of
PeopleMass mobile adaption,
social networks
Mobile Internet
Internet of
DocumentsE-libraries, document
based webpages
Internet of
CommerceE-commerce,
e-banking and
stock trading
websites
Stationary Internet
6© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
The Internet of people is mobile – Smartphones are the most
important vehicle to go online today
Share of Average Online Usage Time (in %)
Source: GfK Crossmedia Link, typical month in 2014; Base: Persons 14+ using Desktop and Smartphone
Mobile
67%
Desktop33%
App 87%
Browser
13%
Age 14-29 years
Age 55+ years
74%
26%
48% 52%
7© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
REVOLUTION
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Share of Total Online Usage Time by Content and Activity (in %)
Content
13%
8%
5%
2%
26%
2%
11%
1%
4%1%
0%
10%
1%
16%
Partnership
Media & Entertainment
Humour
Lifestyle
Multi-ContentSports
Other
Partnership
Media & Entertainment
Humour
Lifestyle
Multi-Content
Sports
Other
The disruption of consumer behavior – Multi-purpose mobile
computing anytime and anywhere
Source: GfK Crossmedia Link, typical month in 2014; Base: Persons 14+ using Desktop and Smartphone
Activity
17%
10%
17%
4%3%3%
13%
6%
6%
2%
5%
4%
10%
Messaging/Chat
Social Networking
Gaming
Online Video
Down-load
News
Other
News
Social Networking
Online Video
Gaming
Shopping
Other
9© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
The disruption of consumer behavior – Multi-purpose mobile
computing anytime and anywhere
Share of Total Online Usage Time by Content and Activity (in %)
Source: GfK Crossmedia Link, typical month in 2014; Base: Persons 14+ using Desktop and Smartphone
Activity
17%
10%
17%
4%3%3%
13%
6%
6%
2%
5%
4%
10%
Messaging/Chat
Social Networking
Gaming
Online Video
Down-load
News
Other
News
Social Networking
Online Video
Gaming
Shopping
Other
Deep dive in selected key-activities
10© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
The disruption of Shopping
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1% 2% 3% 3% 5% 8% 9% 10% 10% 16% 16% 18% 18% 19% 21% 22% 26% 26% 28% 28% 30% 36% 39% 42%
E-Commerce Value Share (in %)
The disruption of Shopping – E-commerce has matured, yet
online sales shares vary widely which requires different strategies
FMCG Automotive Lighting Optics/
Glasses*Electrical
Equipment
Garden/
Barbecues*
DIY* Kitchens/
Furniture*
Food
Equipment
Major
Domestic
Appliances
Sports* Finance** Beauty/
Health*
Consumer
Electronics
Multifunctio
nal Tech.
Good
Information
Technology
Fashion Small
Domestic
Appliances
Photo Books/
Calendars*
Telecom Toys* Music/
Movies*Travel***
Integrated digital commerceE-Commerce for second movers
Source: GfK Consumer and Retail Panel | *H1 2014, all other categories FY 2014 **share of completed contracts instead of sales, H1 FY 2014; ***Touristical year 2013-14 (departure date
Nov 13 - Oct 14)
12© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
39
49
Even though E-Commerce has had its mobile revolution
as well, Desktop usage is still more relevant…
Source: GfK Crossmedia Link, typical month in 2014; Base: Persons 14+ using Desktop and Smartphone
Net Reach of E-Commerce Websites (in %)
Mobile Desktop
3745
6
7
5
6
5
7
4
8
3
12
3
5
5
6
2
2
13© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
73
56
…very much opposed to Social Media, which is clearly
„Mobile first“ with the exception of business networks
Source: GfK Crossmedia Link, typical month in 2014; Base: Persons 14+ using Desktop and Smartphone
Net Reach of E-Commerce Websites (in %)
Mobile Desktop
64
48
23719
12
113
92
62
3
2
3
5
2
5
14© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
The disruption of Media consumption
15© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
The disruption of Media consumption – The four screen battle
for consumers attention and ad spendings as a consequence
Source: GfK Crossmedia Link, typical month in 2014; Base: Persons using the respective device/media channel
Share of Media Usage Time (in %) by time of day
Mobile Tablet Desktop TV
bis 6 Uhr 6-10 Uhr 10-12 Uhr 12-14 Uhr 14-16 Uhr 16-18 Uhr 18-20 Uhr 20-22 Uhr 22-24 Uhrbefore
6 AM
6-10 AM 12-2 PM 2-4 PM 4-6 PM 6-8 PM 8-10 PM 10-12 PM10-12 AM
16© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
Online Video total
Social Networks
Video Portals
Media Broadcaster
Movie/Cinema Fanpages
Video on Demand
Cinema Operator
Online video has entered the domain of TV at considerable scale
– Mobile devices used for almost every other online video minute
Share of Online Video Usage Time (in %)
Source: GfK Crossmedia Link, typical month in 2014; Base: Persons 14+ using Desktop, Smartphone and Tablet
Online Video
~7,5 h/month 10%Other
Internet
usage
90%
38%
40%
34%
28%
22%
31%
24%
5%
3%
8%
20%
8%
24%
6%
58%
57%
59%
52%
71%
46%
70%
Mobile Tablet Desktop
17© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
The disruption of Advertising
18© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
The disruption of Advertising – Mobile ad spendings exhibit
growth, yet German advertisers remain cautious
Source: OVK Online-Report 2015/01
Digital Display Ad Spendings (net in m €)
1.396 1.447 1.483
88134
201
2013 2014 2015(FC)
Mobile Desktop
Perceptual Mode
Lean
back
Intent
and
context
Lean
forward
19© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
Case study: Talk to Google campaign – 25% exclusive share for
Mobile In-browser on top of TV
*85% of Mobile spendings went into Mobile In-App which is currently not covered by our passive measurement approach
Source: Google; GfK Crossmedia Link, Campaign Performance Analysis, Google Voice Search Campaign “Talk to Google”; Base: Online Population 14+, Nov - Jan 2015
Campaign Specifications
Campaign: Voice Search - Talk to Google Flight 2
Period: 01.11.2014 – 12.01.2015
Channels: TV, Desktop & Mobile (In-Browser & -App*)
Overlap of TV and Desktop resp. Mobile
In-Browser
**Mobile In-Browser incremental reach divided by net reach
MobileTV 25% exclusive share**
28% exclusive shareDesktopTVhttps://www.youtube.com/watch?v=X74qGAeOcS4
20© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
Signifcant Mobile effect on brand metrics: The campaign played to
the specific strengths of the channel, i.e. mobile usage context
Source: Google; GfK Cross-Device Exposure Effects, Google Voice Search Campaign “Talk to Google”; Base: Online population 20+ (n=1,491), January 2015
3-step process to analyze Media channel effects
Weighting Internet Usage Intensity by
Media channel with targets referring
to survey sample totals
Step 1 Step 2
Weighting gender, age and education
by Media channel with targets
referring to Online Population 20+
Test/control group analysis comparing
respondents with multiple campaign
contacts with and without Mobile
Step 3
100 100 100113
143129
Brand Awareness:
Google App
Value Proposition
Google App: Voice
Search
Image Google:
Indispensable for my
daily life
Multiple campaign contacts
w/o Mobile w/ Mobile
21© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
Internet of
DocumentsE-libraries, document
based webpages
Internet of
CommerceE-commerce,
e-banking and
stock trading
websites
Internet of
ApplicationsRise of mobile
internet, Web 2.0
Yesterday
Internet of
PeopleMass mobile adaption,
social networks
Today
Each of the first four
eras of the Internet
evolution has had
‘revolutionary’
impact on consumer
behavior and
created a new
economy further
facilitating the
behavioral change.
22© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
The Internet of Things will do the same – and more
Internet of
DocumentsE-libraries, document
based webpages
Internet of
CommerceE-commerce,
e-banking and
stock trading
websites
Internet of
ApplicationsRise of mobile
internet, Web 2.0
Internet of
PeopleMass mobile adaption,
social networks
Internet of
ThingsConnected devices,
bodies and machines
TomorrowYesterday Today
23© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
REVOLUTION2
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Cloud Computing
From Smart Mobile to Smart Devices managing the Smart World
around us
Internet of Things
Smart Devices Smart Mobility
Smart Health
Smart Energy Smart Commerce
Smart Home
Smart Entertainment
Smart City
Smart Industries
25© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
Smart Devices
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Wearables are expected to be ‘the next big thing’, but currently
perceived as gadgets for geeks
Wearables Sales Units (in mn)
Source: GfK Boutique, Western Europe: Malta, Austria, Belgium, Denmark, Finland, France, Germany, Greece, Iceland, Ireland, Italy, Luxembourg, Netherlands, Norway, Portugal, Spain,
Sweden, Switzerland, United Kingdom, Cyprus, 100% Totalmarket, Forecast
8
18
28
40
55
63
2014 2015 2016 2017 2018 2019
Wearable camera
Smartglass
Wearable headset
Activity Tracker
Smartwatch
Wearables total
27© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
Smart Commerce
28© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
Brand influence
Social effects Media
Competitive solutions
Relative Advantage
Relevance of new solution
Behaviour change
Activation
Identification
Social effects peer group
UX
Enablement
Category participation
Pass Fail
Apple Pay/Watch might be the long-awaited initial ignition for
Mobile Payment mass adaption in Germany
Mobile Payment Potential (in %)
Source: GfK ‚The Future of Mobile Payment‘; Base: 55.1m online users (n=937) resp. 11.9m potential Mobile Payment users (n=197); October 2014
100%
22%
6%
15%15%
Online
Population
Usage
and
Intent
Potential
Drivers of adaption (in %)
29© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
Smart Health
30© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
Smart Health – The Internet of Things and Wearables in
particular seem to have a bright future in Health as well
Source: GfK ‚The Future of Smart Health‘; Base: n=86 General Practioners, April 2014 ; Top 2-Boxes of usage/demand frequency resp. foreseen contribution on a 5-point scale
2015 – Smart Health is only somewhat of a topic
at the General Practioner
6%Prevention-
demand for Health-
Apps & Wearables
9%Therapy support-
demand for Health
Apps & Wearables
13%Private Use of
Health-Apps &
Wearables
12%Professional Use of
Health-Apps &
Wearables
6%Direct mobile
Health cooperation
today
2025 – Smart Health is believed to contribute
substantially
Foreseen
professional
use of Health-
Apps &Wearables
65%
12%
31© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
Smart Home
32© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
Smart Home Control Device Preferences (in %)
Source: GfK ‚The Future of Smart Home‘; Base: 1.4m Smart Home users (n=100) resp. 21.3m potential Smart Home users (n=1.449); November 2014
Smartphone
64% 72%Potential Users Users
48% 57%
Laptop/PC
Potential Users Users
Tablet PC
37% 55%Potential Users Users
Smart TV
10% 19%Potential Users Users
Wearables
4% 9%Potential Users Users
Smart Home – It‘s all about control and the Smartphone is the
perfect Smart Control Device from consumers‘ point of view
33© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
Key take-aways
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Key take-aways
The Internet went mobile App, yet many companies are still struggling to adapt their business in order to exploit the full potential of this ‘new’ channel
The IoT is bringing about even more disruptive changes, hence the need to
adapt is mission critical across a broad range of industries
Embrace the technological opportunities, but be mindful about the social
context your products, services, marcom and sales channels will be embedded in
Talk to us – our insights will help you to exploit the full potential of Mobile and
IoT, creating winning strategies that enrich your customers’ lives
35© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
If you want to learn more…
36© GfK 2015 | GfK INSIGHT SUMMIT 2015 | 23. April 2015
THANKS FOR YOUR ATTENTION!
Robert Wucher
Head of Technology and Digital Client Solutions
0911 395 2523