eday2011 - elias veris - insites iab

@eliasveris

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Focus on Europe

Western Europe:Belgium - Netherlands - France Luxemburg - Germany - Austria - Ireland - Switzerland - United

Kingdom

Northern Europe:Denmark -Finland -Norway -

Sweden

Eastern Europe:Bulgaria -Czech Republic -

Hungary -Poland -Romania -Russian Federation -Slovakia -

Ukraine

Southern Europe:Spain -Croatia -Greece -Italy -Portugal -Slovenia -Turkey -

Serbia

Smartphone Adoption

Mobile I Europe Mobile devices

61%56%

62%55%

59%

29%

38%

26% 26% 28%

9% 8% 10%15%

11%

West North East South Europe1 A regular mobile phone 2 A smartphone, with Internet / data subscription 3 A smartphone, without Internet / data subscription 4 A tablet PC, with Internet / data subscription 5 A tablet PC, without Internet / data subscription 6 None of the above

1 2 3 4 5 6

N Europe = 7446 / F = none

39% Smartphone adoption in Europe

32% Smartphone adoption in NL

25% 24%

33%

20%

47% 50%

29%22% 24%

31%

15%

53%

44%

20%18%13%

23%

13%19%

37%

22%15% 16%

31%

14%

29%

19% 22%14% 14%

22%

10%

40%

30%

14%12% 10%

25%

7%

27% 25%

16%

Europe United States Brazil Australia China India Japan

Mobile I Europe Future intention – Next 6 months

1 A (new) laptop

2 A (new) smartphone or PDA

3 A (new) regular mobile phone

4 A (new) desktop PC

5 A (new) tablet PC

6 A (new) netbook

1 2 3 4 5 6

Q : To what extent are you planning to get each of the following appliances in the next six months? (1-5, top2%)


22% purchase intention next 6

months in Europe

Brazil, India, China: 30-40%

14% in NL – 10% in BE.

Why don’t you

have a smart phone

39% Current phone still works fine

33% I don’t need one

29% It’s too expensive

24% I don’t see the benefit (yet)

Todays barriers are tomorrows drivers.

Mobile Internet Access & Social Networking Impact

Mobile I Europe Mobile devices

61%56%

62%55%

59%

29%

38%

26% 26% 28%

9% 8% 10%15%

11%

West North East South Europe1 A regular mobile phone 2 A smartphone, with Internet / data subscription 3 A smartphone, without Internet / data subscription 4 A tablet PC, with Internet / data subscription 5 A tablet PC, without Internet / data subscription 6 None of the above

1 2 3 4 5 6


28% Smartphones with internet connection

22% in NL

Mobile IDaily internet access via smartphone

51%

55%

64%

65%

39%

47%

Q : Could you please indicate to what extent you use your smartphone to surf on the Internet? (% at least daily)

N Europe = 2972 / F = If smartphone (with or without internet subscription)

23%

56%

57% Daily social media logon

66% among connected smartphone users

49% of Europeans follow brands on social media

56% among connected smartphone users

15© In

Site

s C

ons

ulti

ng

20

112

011

Announce more events & offer

promotions (61%)

Share ideas and provide updates

on future products & services

(57%)

Give feedback (55%)

Invite consumers to co-

create products & services (47%)

Start conversations with

consumers (46%)

Connected smartphone users want more brand engagement

on social media

The Mystery of Apps and Services

Mobile I EuropeThe Death Valley of Apps

1 Average number of apps installed2 Average used apps3 Average paid apps4 Average brand related apps

26,724,2

21,5

24,8 24,6

14,1 13,6

9,911,8 12,3

9,57,2 6,5 7,4 8,17,5 6,8

5,37,5 6,8

West North East South Europe

81%

19%

Europe

N Europe = 2178 / F = If smartphone with internet / data subscription N Europe = 1774 / F = If apps installed on smartphone

Apps installed

No apps installed

1 2 3 4

+ Contact+

Convenience

+ Entertainmen

t

59% Social

Networking

68% Navigation

62% Weather

forecasts

61% fun and games

56% music & videos

52% Information

Getting relevant information on your location (58%)

Getting a discount/coupon when you walk past a shop

(50%)

Making small payments via SMS for parkings, bus,… (55%)

Banking via mobile phone (49%)

Operating devices in your home from a distance

(48%)Getting detailed product

information in a shop (44%)

Purchase products via your mobile phone

(38%)Personal

location-based ads (18%)

Hurray! We have LBS!

23%

3%

26%

48%

Japan

6%1%

31%

62%

India

11%4%

26%59%

Australia

8%6%

31%55%

Brazil

16%3%

45%

36%

United States

N=45

N=77

N=164

N=2972

N=92

N=111

21%

9%

43%

27%

China N=163

Location-based services I Europe in perspectiveAwareness & usage

Almost half of europeans has never heard about location-based services.12% is using location-based services.

■ I’m a current user of LBS■ I’ve been using LBS, but not anymore■ I know what LBS is, but I’ve never used it■ I have never heard about LBS

12%4%

38%

46%

Europe

48% (30%) A, 8% U

14% (30%) A, 4% U

7% (5%) A, 1% U

7%1%

29%

62%

Netherlands

Euh….

N Europe = 2178 / F = If smartphone with internet / data subscription

11%4%

26%59%

Australia

8%6%

31%55%

Brazil

16%3%

45%

36%

United States

N=2972

N=111



N Europe = 232 / F = smartphone with internet / data subscription, current users of LBS

My phone has the ability (53%)

I’m an innovative person, I try new things (42%)

It’s fun (37%)

I want to track where I’ve been/my favourite places (28%)

I get promotions/other rewards from brands/companies (12%)

Why?

11%4%

26%59%

Australia

8%6%

31%55%

Brazil

16%3%

45%

36%

United States

N=2972

N=111



N Europe = 232 / F = smartphone with internet / data subscription, current users of LBS

Privacy concerns (37%)

I don’t care (32%)

I don’t know how I can benefit (23%)

It’s not beneficial yet (17%)

Why

not?

Location-based services I EuropeExpectations towards brand and companies

63%

63%

60%

53%

43%

40%

35%

23%

19%

49%

48%

50%

43%

34%

30%

26%

16%

15%

Q : Brands and companies are using LBS to connect with people like you and me. What are your expectations towards those brands and companies about their actions via LBS? When a user of LBS ‘checks in’ to a certain location, brands and companies should…

...offer the user local promotions

...advise the user on things to do at that location

...provide the user with background information of that location

...provide the user with Internet addresses to find out more about that location

...provide the user with addresses of similar locations

...surprise the user on that location in real life

...communicate how the user can earn points for a location-based game

...start an online conversation with the user

...send the user advertisements ■ LBS users N=232■ Non LBS users N=1000

N Europe = 2178 / F = If smartphone with internet / data subscription

Europe

When checking in to a certain location, people would like to receive local promotions or information.

EXPECTATIONS TOP2%

Offer local promotions

(63%)

Offer advice on things to do on that location(63%)

Provide background information

on the location (60%)

Start an online conversation with the user

(23%)

Send advertising

(19%)

1. Todays barriers are tomorrows drivers.

2. Mobile drives social media & brand engagement.

3. Contact/Convenience/Entertainment keep you out of Death Valley.

4. Context = Location. LBS lacks real benefits

5. The brand that adds benefit to context, will win.

@eliasveris@IABNederland

Kom naar de IAB Meet & Greet

16.45 uur(Winterserre)

Voor vragen over dit onderzoek contact

Elias Veris, Insites ConsultingJorrik van Wonderen, IAB

eday2011 - elias veris - insites iab

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