isobar mobile internet #dmf11

Key facts Mobile Internet in Belgium

October 2011 [email protected]

MEDIA CONSUMPTION

Copyright 2010 Aegis Media Belgium | Isobar. All rights reserved

OPPORTUNITIES FOR BRANDS

Copyright 2011 Aegis Media Belgium | isobar All rights reserved

What about you ?

PS : iPhone 5 doesn’t exist … yet !

52% of Smartphone owners connect to internet

thanks to their mobile at least several times a week (10,2% of the pop)

20% of the population own a Smartphone

98% of the population 15-70 years old own a mobile phone

31% of everyday … or nearly (6,2% of the pop)

Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F

20 1822

26

14

2531

115

2723

13

54

74

7

12 3

4

4

7

4

5

7478

71 70

79

6366

84

92

67

73

82

2 3 1 2 2 17

2 4

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Dutch French Men Women 15-24 25-44 45-54 55-70 SG1-2 SG3-4 SG5-8

No GSM

GSM, no smartphones

Yes, maybe

Yes, certainly

Core targets


Intention of purchase

18% of the non-owners

intend on buying a Smartphone


6976

8186

90

8185

94 9499

79 8189 89

94

64

74 75

88 88

47

61 63

7479

3124

1914

10

1915

6 61

21 1911 12

6

36

26 25

12 12

53

39 37

2621

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May

Total 15-24 25-44 45-54 55-70

No

Yes

Awareness of tablets ‘Did you know about the tablets existence’ - based on stimuli


Tablets - penetration & buying intention

Already own a

Tablet4,0%

Yes, certainly in the next few

days or weeks6,8%

Probably in the

next few month4,6%

Maybe one day

41,1%

No

43,5%


Innovation curve


How long per day ?

7%

18%

19%

20%

15%

10%

12%

Less than 15 min

Between 15 and 30 min

Between 30 and 45 min

Between 45 min and 1h

Between 1h & 1h30

Between 1h30 & 2h

More than 2h

57% use it more

than 45 min a day


1%

2%

2%

5%

7%

13%

15%

54%

Home - other room

At school, at university

Kitchen

Home office

Place of work

During my travels (metro, plane, TGV...)

Bedroom

Living room

Where ?

The main place


Tablet use : Media Concernant les médias dit ‘classiques’ (journaux, magazines, chaines de télévision, radios, …), consultez-vous certains sites ou applications de ces médias sur votre tablette numérique ?

56%

27%

26%

20%

15%

29%

46%

44%

48%

38%

15%

27%

30%

32%

46%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Dailies

Magazines

TV channel (information site)

TV channel (video)

Radio

Often Occasionally Never


Newspapers

http://www.sxc.hu/browse.phtml?f=download&id=648466


TV # scenario 1 : The line is broken


TV # scenario 2 : a better TV experience

http://www.youtube.com/watch?v=ZY6oJR38OoI

http://www.youtube.com/watch?v=ZY6oJR38OoI


TV # scenario 3 : Always & Everywhere


TV # scenario 4 : use Tablets as a remote


Media center ?


Hierarchy of devices

phones tablets laptops

Copyright 2010 Aegis Media Belgium | gate one. All rights reserved


Tablets

Smartphone

operating systems

& standards

Copyright 2010 Aegis Media Belgium | gate one. All rights reserved

The Big Five competition

62% 13%

4%

3%

12%

3%

3%

Q1 2010

iPhone

iPod touch

iPad

Windows

Android

SymbianOS

Blackberry

Others

37%

6% 38%

0,5%

10%

4%

2% 2%

Q1 2011

Number of visits from mobile: X 4.8

Number of page views: X 5.4

Source: iProspect (Aegis Media Belgium) - Number of visits to a selection of representative Belgian websites.

8 out of 10 brands

not ready for mobile !

according to Ian Carrington, head of mobile (EMEA), Google.

Speaking at the IAB Mobile Engage 2011 today (14 June),

Source: iProspect (Aegis Media Belgium) - Number of visits to a selection of representative Belgian websites.


Average # of downloaded apps, paid or free : 16

Average # of paid apps : 8

Average # of regular used apps : 8


Mobile for brands

… or download on

www.WPMOBILE.be

http://www.wpmobile.be/


8 steps for an efficient mobile strategy

http://www.gettyimages.be/detail/BU005352/Photodisc


1. What are your MarCom objectives ?


Attention


Interest


Desire


Action


1: What are your MarCom objectives ?

• Dialogue • Engagement

+

Google Goggles

http://www.youtube.com/watch?v=Hhgf

z0zPmH4&feature=player_embedded

http://www.youtube.com/watch?v=Hhgfz0zPmH4&feature=player_embedded

http://www.youtube.com/watch?v=Hhgfz0zPmH4&feature=player_embedded


Keep in touch …

[email protected]

www.facebook.com / IsobarBelgium


Thank you

Septembre 2011

[email protected]


1. The Chocolate Barometer

• Survey parameters – Permanent measurement of the « mobile connected-devices » market in

Belgium ; Smartphones and Tablets

– Started in July 2010 (=launch of the iPad in Belgium)

– Waves : July 10 – Sept 10 – Nov 10 – Feb 11 – May 11 - (Next November)

• Methodology – 500 interviews face-to-face (Research Solution)

– Representative of the population 15-70 Yo (based on the CIM standards)

– Via the deepblue (Aegis Media) monthly tracking tool :


2. Tablets usage & attitudes : panel

• Partnership – ANT Research, Dialog Solutions, Isobar

• Methodology – Quantitative : 2.797 interviews – 289 people have a tablet

– Qualitative: online private communities – 62 active participants

– May / June 2011

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