fairfax metro mobile research study
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Fairfax Metro Mobile Research Study. October 2012. Agenda. Mobile research study objectives & methodology The state of the mobile market in Australia Mobile internet usage: How & where the Fairfax Metro audience use the internet on their mobile phones - PowerPoint PPT PresentationTRANSCRIPT
Fairfax Metro Mobile Research Study
October 2012
Agenda
• Mobile research study objectives & methodology
• The state of the mobile market in Australia
• Mobile internet usage: How & where the Fairfax Metro audience use the internet on their mobile phones
• The reach & growth of our mobile products
• Audience profile of Fairfax Metro’s mobile audience
• Summary
Agenda
• Mobile research study objectives & methodology
• The state of the mobile market in Australia
• Mobile internet usage: How & where the Fairfax Metro audience use the internet on their mobile phones
• The reach & growth of our mobile products
• Audience profile of Fairfax Metro’s mobile audience
• Summary
Objectives and methodology
Objectives• Track the growth of smartphone penetration and usage in Australia• Understand smartphone habits, usage and attitudes• Explore how Fairfax Media mobile audiences engage with mobile Internet content and mobile
applications• Define and articulate the target audience profile of Fairfax Media’s mobile applications products
Research Methodology• The survey was designed by Fairfax Media and fieldwork was conducted by Fairfax Media from
3rd – 10th August 2012• Survey respondents were recruited from within the Fairfax Metro online network• Respondents were asked to answer a 28 question survey and incentivised to win one of five
Apple iPads
Response Rates• A total of 1,535 completed surveys
Agenda
• Mobile research study objectives & methodology
• The state of the mobile market in Australia
• Mobile internet usage: How & where the Fairfax Metro audience use the internet on their mobile phones
• The reach & growth of our mobile products
• Audience profile of Fairfax Metro’s mobile audience
• Summary
Half of the Australian population (12 million) are currently busing a smartphone
Source; Telsyte Australian Smartphone Study 2012
By 2014 the internet audience
on mobile is projected to be
larger than on PC!
By 2015, it is expected that over three-quarters of the Australian population will be using a smartphone
2012 (e) 2013 (f) 2014 (f) 2015 (f) 2016 (f)0.0
5.0
10.0
15.0
20.0
25.0
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
12.5315.25 17.30 19.17 20.19
64%
76%
83%90% 94%
54%
65%73%
79% 83%
Smartphone users (millions) Smartphone penetration as % of mobile usersPopulation penetration of smartphones (%)
milli
ons
Mobile internet traffic represents almost 10% of total Australian internet traffic
Source; *Telsyte Australian Smartphone Study 2011 – 2015; # ComScore Device Essentials Dec 2011; ## Nielsen Online Consumer Report 2012; ** AIMIA Australian Mobile Phone Lifestyle Index – Oct 2011
40% access news on their mobile at least weekly (up from 26% last year)**
Online Australian’s now spend an average of 4.2 hours per week using the Internet via a mobile phone##
of total Australian internet traffic comes from mobile devices#8%
Daily use of news and weather doubled (25% up from 13%)**
Mobile ownership has changed the way Australians view and consume content
Source; InMobi & Decision Fuel Mobile Media Consumption Research February 2012
34% Social Media 36% Games 15% Email
10% Info & Search 9% Entertainment 2% Shopping
112minsMedia Daily
Australian mobile web user consumes 6.5 hours of media daily, of which mobile devices represent 112 minutes or 26% of this time.
An increasing amount of online shopping is being undertakenon a mobile phone / smartphone
Source; PWC / Frost & Sullivan Online Shopping Survey 2012; InMobi & Decision Fuel Mobile Media Consumption Research February 2012
of Australians aged between 15 and 65 years that currently
use the internet
have made 10+ online purchases in the last 12 months
on their mobile / smartphone
22%
62%own a smartphone of online shoppers have
increased their level of online spending via mobile
phones / smartphones
57%
say that mobile device advertising most impacts their purchase decision
24%
Agenda
• Mobile research study objectives & methodology
• The state of the mobile market in Australia
• Mobile internet usage: How & where the Fairfax Metro audience use the internet on their mobile phones
• The reach & growth of our mobile products
• Audience profile of Fairfax Metro’s mobile audience
• Summary
Over 80% of Fairfax Metro’s mobile audience access the internet on their smartphone multiple times per day
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on
their smartphone more than once in the last month (n= 1,535). Excludes regional.
Q. How often do you access the internet from your mobile phone?
Less than once a month
Once a month
Once a week
A few times per week
Once a day
Multiple times per day
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
5%
6%
3%
12%
6%
70%
2%
1%
1%
8%
6%
81%
2012 2010
A heavy trend towards multi-day internet usage on mobile phones is becoming evident
Over 60% of Fairfax Metro’s mobile audience spend more than an hour on the internet on their mobile phone every week
Less than 20 minutes
20 - 40 minutes
40 minutes to an hour
1-3 hours 3-5 hours 5-10 hours More than 10 hours
0%
5%
10%
15%
20%
25%
30%
10%
15%13%
27%
15%
11%8%
Average time spent on mobile internet every week
1 hour +Every week
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on
their smartphone more than once in the last month (n= 1,535). Excludes regional.
Q. On average, how long would you spend on the internet on your mobile phone every week?
Mobile internet usage is just as common while out and about as while relaxing at home
Mobile Internet use
is just as common
out-and-about as relaxing
at home
72% Waiting (appt, queues etc)
50% Laying in bed 24% Social gatherings
33% Shopping 68% At Home 50% Watching TV
60% Public Transport 24% In Bathroom 55% At work
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on
their smartphone more than once in the last month (n= 1,535). Excludes regional.
Q. Typically, where are you when you access the internet on your mobile phone?
Just under 40% of Fairfax Metro’s smartphone audience use the internet on their phone while watching TV every day
38% while watching TV every day
20% while using their tablet device at least weekly
39% while using their PC / laptop at least weekly
23% while reading the
newspaper at least weekly
21% while listening to the radio at least
weekly
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on
their smartphone more than once in the last month (n= 1,535). Excludes regional.
Q. How often do you access the internet from your mobile phone while looking at other media?
News and weather still dominates as the most viewed content on a smartphone
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on
their smartphone more than once in the last month (n= 1,535). Excludes regional.
Q. What kind of content do you access on your mobile phone via the internet?
News & Social Media spike in the morning, Shopping & Banking during the work day and Entertainment, Lifestyle & Classifieds in the evening
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on their smartphone
more than once in the last month (n= 1,535). Excludes regional.
Q. Thinking about the types of content you regularly access on your mobile phone via the internet, at what times during the day would you normally access this content?
The Fairfax Metro smartphone audience actively engage their mobile device in the path to purchase process
90% 81% 78% 67% 67% 58% 43% 28% 14%
Of Fairfax Media’s smartphone audience…
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on
their smartphone more than once in the last month (n= 1,535). Excludes regional. Excludes app or in app purchases.
Q. Have you done any of the below on your mobile phone?
The Fairfax Metro smartphone audience are confident in searching for and purchasing a variety of products on their mobile device
Of Fairfax Media’s smartphone audience…
78% 64% 53% 52% 49% 60% 37% 25%
62% 65% 41% 21% 41% 62% NA NA
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on
their smartphone more than once in the last month (n= 1,535). Excludes regional.
Q. Please specify what types of products you have researched and purchased on your mobile phone.
The Fairfax Metro mobile audience actively use their smartphone in their purchase decision making process
46% 51% 56% 23%
Researched products on their mobile phone
that they saw advertised on TV
Researched products on their mobile phone
while in-store
Researched products on their mobile phone while at home relaxing
on the couch
Clicked on an advertisement they saw advertised on a mobile
website or an app
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on their smartphone more than once in the last month (n= 1,535). Excludes regional.
Q. Please specify what types of products you have researched on your mobile phone.
Agenda
• Mobile research study objectives & methodology
• The state of the mobile market in Australia
• Mobile internet usage: How & where the Fairfax Metro audience use the internet on their mobile phones
• The reach & growth of our mobile products
• Audience profile of Fairfax Metro’s mobile audience
• Summary
Jan 10
Feb 10
Mar 10
Apr 10
May 10
Jun 10Jul 1
0
Aug 10Sep
10Oct 1
0
Nov 10Dec
10Jan
11Feb
11
Mar 11
Apr 11
May 11
Jun 11Jul 1
1
Aug 11Sep
11Oct
11
Nov 11Dec
11Jan
12Feb
12
Mar 12
Apr 12
May-12
Jun-12Jul-1
2
Aug-12Sep
-120
100000
200000
300000
400000
500000
600000
476,513
447,966
120,438
Fairfax Digital News Digital Media ninemsn
Average Daily Unique Browsers
Australia’s #1 mobile news publisher
Source: Nielsen Market Intelligence – Mobile. Jan10-Sep12.
Fairfax Digital is the mobile (m-site) market leader reaching 476,513 average daily unique browsers every month through our award winning m-sites.
This is 28,547 more average daily unique browsers every month compared to the nearest publisher.
Fairfax Digital has also experienced more than twice the mobile audience growth since January 2010 compared to the nearest publisher.
The Sydney Morning Herald m-site commands the highest average daily unique mobile audience as well as having the most pages consumed among competing other m-news sites.
The Age m-site boasts the highest level of m-site reader engagement with users spending an average of up to 6 minutes and 42 seconds on the site each month.
Fairfax mobile products offer greater reach, consumption and time per person
Source: Nielsen Market Intelligence – Mobile. July 2012.
20000 40000 60000 80000 100000 120000 140000 160000 180000 200000 2200000
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
0
0
0
0
0
0
0 Y-Values
Average Daily Unique Browsers
Bubble Size = Ave Session Duration6 minutes, 03 seconds
6 minutes, 42 seconds SMH AGE
Nine MSN News
News.com.au
The Australian
The Daily Telegraph
The Herald Sun
Fairfax Metro mobile site usage up 85% over the last year
Source: Nielsen Mobile Market Intelligence September 2012
Jul-1
0Au
g-10
Sep-
10Oct
-10
Nov-
10De
c-10
Jan-
11Fe
b-11
Mar
-11
Apr-1
1M
ay-1
1Ju
n-11
Jul-1
1Au
g-11
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-11
Nov-
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c-11
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b-12
Mar
-12
Apr-1
2M
ay-1
2Ju
n-12
Jul-1
2Au
g-12
Sep-
12
0
50,000
100,000
150,000
200,000
250,000
Fairfax Metro Media mobile site audience trend
SMH The Age BrisbaneTimes WA Today
Ave
Dai
ly U
niqu
e B
row
sers
SMH218,223up 50% yoy
The Age127,832up 73% yoy
Brisbane Times32,232up 327% yoy
WA Today7,623up 103% yoy
Daily Visitation
AirLink driving record SMH iPhone app usage
Source: App Figures as at end of September 2012
Sep-
10Oct
-10
Nov-
10De
c-10
Jan-
11Fe
b-11
Mar
-11
Apr-1
1M
ay-1
1Ju
n-11
Jul-1
1Au
g-11
Sep-
11Oct
-11
Nov-
11De
c-11
Jan-
12Fe
b-12
Mar
-12
Apr-1
2M
ay-1
2Ju
n-12
Jul-1
2Au
g-12
Sep-
12
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
Fairfax Metro Media iPhone app cumulative downloads
SMH The Age Brisbane Time WA Today
launch: May 18
Over
335,500 Fairfax Metro Media iPhone
app downloads
launch: Sep 27
The Fairfax Metro mobile audience access The SMH and The Age on multiple platforms
of Fairfax Metro’s The SMH & The Age
smartphone audience
The SMH audience is 23% more likely than The Age
audience to access the news on the mobile app (index 123)
67%On their
PC / Laptop
25%Read the
Newspaper
56%On mobile
through m-site
19%On Tablet
through app
22%On tablet
through m-site
24%On Mobile
through App
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on
their smartphone more than once in the last month (n= 1,535). Excludes regional.
Q. In the last month, where have you accessed the following from ...?.
Agenda
• Mobile research study objectives & methodology
• The state of the mobile market in Australia
• Mobile internet usage: How & where the Fairfax Metro audience use the internet on their mobile phones
• The reach & growth of our mobile products
• Audience profile of Fairfax Metro’s mobile audience
• Summary
High satisfaction levels with Fairfax Metro’s m-site and app products
High Satisfaction Levels
81% Love or Like The Age mobile
m-site or app.
85% Love or Like The SMH mobile m-site or app.
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on their
smartphone more than once in the last month (n= 1,535). Excludes regional.
Q. Thinking about the following applications you read on your mobile phone either through a browser or the app, how would you rate them?
Reach an exclusive and qualified audience
45% 70% 42% 60%
Are primary grocery buyers; of which 25%
have and use a supermarket app on their smartphone at
least weekly
At least 70% are intending on travelling
domestically or internationally for leisure in the next 12 months
Are intending on buying or researching a new
car purchase in the next 12 months
At least 60% don’t engage with any
News Ltd news m-site or mobile app
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on their smartphone
more than once in the last month (n= 1,535). Excludes regional. Q. In the last month have you accessed any of the following mobile sites? How likely are you to purchase a new car
in the next 12 months? Are you the main grocery buyer in your household?
A shift in age reflective of the evolution of smartphone ownership by a mainstream audience
Under 18 18-24 25-34 35-49 50-65 65+0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0%
8%
28%
41%
20%
2%1%
12%
35% 36%
15%
1%1%
15%
41%
31%
10%
2%
2009 2010 2012
Source; Fairfax Metro Media Mobile Study 2009, 2010 & 2012; Roy Morgan Single Source June 2012
Male: 61% Female: 39%
Professional / Manager: 71% Household income of $100k+: 40%
Agenda
• Mobile research study objectives & methodology
• The state of the mobile market in Australia
• Mobile internet usage: How & where the Fairfax Metro audience use the internet on their mobile phones
• The reach & growth of our mobile products
• Audience profile of Fairfax Metro’s mobile audience
• Summary
Summary
• Smartphone penetration continues with half of the Australian population (12 million) currently using a smartphone - by 2015, it is expected that over three-quarters of the Australian population will be using a smartphone
• Mobile internet usage is just as common while out and about as while relaxing at home with 68% of Fairfax Metro’s mobile audience using the internet on their mobile at home, and 60% while commuting on public transport
• Dual screening while using mobile internet is the norm with just under 40% of Fairfax Metro’s smartphone audience use the internet on their phone while watching TV every day
• News & weather still dominates as the most viewed content on a smartphone with at least 80% of Fairfax Metro’s mobile audience accessing news content on their mobile (81% female; 92% males)
• The Fairfax Metro smartphone audience actively engage their mobile device in the path to purchase
process with 78% researching and 43% purchasing products on their smartphone
• The Fairfax Metro mobile audience engage with mobile advertising – 23% clicked on a mobile advertisement they saw advertised on a mobile website or in an app
• With over 268,600 Fairfax Metro Media iPhone app downloads, satisfaction levels are very high (at least 81% love or like The Age or The SMH m-site or mobile app)
• The Fairfax Metro Media mobile apps allow advertisers to reach an exclusive audience – 45% are primary GB’s of which 25% have and use a supermarket app on their smartphone at least weekly; At least 70% are intending on travelling domestically or internationally for leisure in the next 12 months; and 42% are intending on buying or researching a new car purchase in the next 12 months
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on their smartphone
more than once in the last month (n= 1,535). Excludes regional.