roadshow asia nick lane internet & social media

Session 2:Internet & Social Media

Still all about

Now 4.0013 billion mobile users, but still only one me

#1

Asia’s mobile Internet population

-

200,000,000

400,000,000

600,000,000

800,000,000

1,000,000,000

1,200,000,000

1,400,000,000

1,600,000,000

2009 2010 2011 2012 2013 2014 2015

Mobile Internet unique users, Asia

Other

Vietnam

Thailand

Taiwan

South Korea

Singapore

Philppines

New Zealand

Malaysia

Japan

Indonesia

India

Hong Kong

China

Australia

Source: mobileSQUARED, Asia report 2010

The users, by device category

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2009 2010 2011 2012 2013 2014 2015

Device % of voice across selected markets

Legacy

Featurephones

Smartphones

iPhone

Source: mobileSQUARED, Asia report 2010

Mobile is same as web, only different

Delivering traffic via search – ranging from 12% for all users to 55% for iPhone users. So it’s important but not ubiquitous (Source –eMarekter)

Delivering traffic via display – plenty of options for ad networks and exchanges but buying solely on price isn't wise. Users expect to be delivered to something entertaining and valuable; they won't hang

around if they're not.

Delivering for mobile – design for screen size, browsing flexibility, handset variants and speed. Everyone doesn’t have an iPhone (just

like a few years ago everyone didn't have Broadband or flash) .

Far from perfect

End of Honeymoon period =

behavioural change

Users congregate to iPhone-

optimised sites

However:

iPhone optimised sites

cannot be overridden

Users need options

Top devices for mobile internet

usage

Ranking Device

1 Nokia5130 11%

2 Nokia3110c 8%

3 Nokia2700c 7%

4 Nokia7210 6%

5 Nokia6300 3%

6 NokiaN70 3%

7 Nokia6233 2%

8 Nokia2626 2%

9 SAMSUNG-GT-C3010 2%

10 NokiaN72 1%

11 SAMSUNG-GT-S3310 1%

12 Nokia3500c 1%

13 Nokia5300 1%

14 Nokia5310 1%

15 Nokia6303 1%

16 NokiaN73 1%

17 SonyEricssonK750i 1%

18 SonyEricssonW200i 1%

19 Nokia2730c 1%

20 Nokia5200 1%

Don’t forget Nokia

Top OEMs for mobile internet usage

Ranking OEM

1 Nokia 65%

2 SAMSUNG 13%

3 SonyEricsson 9%

4 LG 1%

5 HUAWEI 1%

6 Micromax 1%

7 Motorola 1%

28% of browsers in

India are Opera Mini

Source: mobileSQUARED, Asia report 2010, On Device Research

It’s an addiction

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

Mobile daily phone usage, mid-2008 - mid-2009

mid-2008

mid-2009

mid-2010

Expon. (mid-2008)

Expon. (mid-2009)

Expon. (mid-2010)

users/daily usage

Source: mobileSQUARED, Asia report 2010

Who is going where?

Source: mobileSQUARED, Asia report 2010

China

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Mobile TV Mobile Email Mobile online gaming

Mobile social networking

Mobile online music

Mobile search

Mobile reading

Mobile chatting

Mobile Internet application users, China, 2009

Source: mobileSQUARED, Asia report 2010, CNNIC

-

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

Hourly usage Daily Several times a week

A few times a month

Traffic based on consumer behaviour

India

0%

10%

20%

30%

40%

50%

60%

At least 1 hour per day

Everyday Several times a week

A few times a month

I do not use the mobile Internet

How often do you browse the Internet using your mobile phone?

Source: mobileSQUARED, Asia report 2010

India

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

Which types of mobile internet sites do you visit on your mobile phone?

0%10%20%30%40%50%60%70%80%90%

100%

At home At university or school

At work Other (please state)

Whilst on public

transport

Whilst outside

Where do you use the internet on your mobile phone?

Source: mobileSQUARED, Asia report 2010

The Top Sites

Average browsing session in Asia10-15 mins

Site will lose 25-30% of users per click – (originally >50%)

• Based on 1 million users of site X, if they go 10 pages into site,

would previously have 977 users, now 56,314.• Improvement of 5,764%.

Users gravitate towards 10 “favourite” sites

including: Social networking site, business networking site, news, sport,

finance, fashion, entertainment

On average a user will have up to 6 “set” sites and 4 “floating” sites.

Ambition for brands is to become a “floating” site with a goal of

becoming a “set” site.

The mobile site hierarchy

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Site 10 Site 2 Site 3 Site 4 Site 5 Site 6 Site 7 Site 8 Site 9 Site 10

#1 mobile site behaviour

Sites of uncertainty:

Target for brands

WAP landing pages

Campaign 1

Campaign 2

Campaign 3

Campaign 1

Campaign 2

Campaign 3

Campaign 4

Campaign 5

Year 1 Year 2 Year 3

Campaign 1

Campaign 2

Campaign 3

Campaign 4

Time

Sp

en

d

Fractured approach

The mobile platform

Presence

Time

Sp

en

d

Campaign 1Camp. 2

Ongoing communication

Camp. 3

Brand Consumers

+36%

38

28

+267%

311

76% that clicked on

the ad would be likely

to buy the product

Source: IAB Mobile Advertising Effectiveness Research, Base: All Respondents (609)

Mobile Internet: raising awareness

We’re a social lot

Source: mobileSQUARED, Asia report 2010, Trendstream

And we influence

Source: mobileSQUARED, Asia report 2010, Trendstream

% of buyers who researched prior to purchase (offline and online)

And we’re starting to make decisions

Source: mobileSQUARED, Asia report 2010, Trendstream

CONSUMER ATTENTION

CO

NS

UM

ER

RE

AC

H

MESSAGING

Part 2: Communicating with #1

MOBILE INTERNET

SOCIAL NETWORKING

Nick Lane

Chief analyst

mobileSQUARED

nick@mobilesquared.co.uk