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Mobile Effects 2014-1

Life in the digital world

1

Mobile Effects 2014-I: Agenda

Use of the mobile Internet

App usage

2

3

4

Tablet usage and equipment

5

Insight into iPads usage

6

Multi-Screen usage

7

8

Mobile commerce

The mobile Internet users’ equipment

Objectives and survey design

Mobile Effects 2014-I | BurdaForward2

Objective and uses of this survey

• The survey, which is carried out at regular intervals, is designed to give clients and agencies the

opportunity to understand the mobile market better and provide aids for the planning of mobile

advertising.

• The study was carried out for the first time in May 2010 and is now being published for the tenth time.

• In order to depict the mobile media landscape as broadly as possible, 5,064 individuals in the

BurdaForward Network were asked about their mobile Internet use in January 2014.

• Since 2011, surveys via iPad targeting have been conducted parallel to the above so that the results can

be augmented with primary data on tablet PC usage. For Mobile Effects 2014-1, 921 individuals in the

TFM Network were questioned via iPad targeting.

• The statements made below all refer to the users of the BurdaForward Network. With regard to the

German Internet-using population these can, of course, be used to derive statements of general trends.


Survey periods and sample sizes:

Mobile Effects 2010-1: 4 May – 20 May 2010, n=1,945

Mobile Effects 2010-2: 9 Aug – 15 Aug 2010, n=1,067

Mobile Effects 2011-1: 21 Dec – 10 Jan 2011, n=5,537

Mobile Effects 2011-2: 15 April – 21 April 2011, n=5,726

Mobile Effects 2011-3: 19 July – 3 August 2011, n=6,223

Mobile Effects 2012-1: 23 January – 23 February, n=2,168

Mobile Effects 2012-2: 23 April – 15 May, n=3,248

Mobile Effects 2013-1: 21 Dec – 6 Jan, n=4,100

Mobile Effects 2013-2: 12 April – 25 April, n=4,107

Mobile Effects 2014-1: 6 January – 31 January, n=5,064

Mobile Effects survey briefing

Survey periods and sample sizes:

iPad Effects 2011-1: January – March 2011, n=789

iPad Effects 2011-2: April – June 2011, n=614

iPad Effects 2011-3: July – August 2011, n=280

iPad Effects 2012-1: 19 January – 4 February, n=388

iPad Effects 2012-2: 14 May – 20 May, n=464

iPad Effects 2013-1: 20 December – 3 January, n=413

iPad Effects 2013-2: 2 April – 22 April, n=459

Tablet-PC Effects 2014-1: 6 January – 26 January, n=921

May August

2010-1

January May

2010-2 2011-1 2011-2 2011-3

August

2012-1

February

2011-1 2011-2 2011-3 2012-1

2012-2

May

2012-2

2013-1

2013-1

January

2013-2

2013-2

2010 2011 2012 2013

May

2014

January

2014-1

2014-1


Devices used by mobile Internet users

2012-1

40,0 %

2012-2

41,2 %

2013-1

42,5%

Question: “Is your mobile phone a smartphone?”

Source: Onsite survey in the BurdaForward network; based on: n=5,064 (sample size: 5,064 and 4,469 respectively); February 2014

More than half of the respondents use

smartphones

54,8 %

2013-2

48,7%

2014-1


Android ranks first among the operating systems

63,1 %of the

respondents

use Android

21,7 %of the

respondents

use iOS

6 %of the respondents

use Windows

Phone

Question: “What of the following operating systems do you use with your smartphone?”

Source: Onsite survey in the BurdaForward network; based on: n=5,064 (sample size: 2,084); February 2014


Mobile Internet use

2010-1

27,8 %

2010-2

28,2 %

2011-1

28,2 %

2011-2

32,6 %

2011-3

34,5 %2012-1

32,5 % 2012-2

31,8 %

2013-1

33,6 %

2013-2

39,6 %

2014-1

46,7 %

Since 2010, mobile Internet use has risen

by 18.9%

Question: “Do you access the mobile Internet using your mobile phone?”


+ 18,9 %


Yes, I now use the mobile Internet

more often than the stationary

Internet.

18,2%

18.2% of the people surveyed use the mobile Internet

even more often than the stationary Internet

Yes, I now use the stationary

Internet less often but still more

often than the mobile Internet.

No, my stationary Internet use has

remained unchanged.

18,6%63,2%

Question: “Has your stationary Internet use changed since you have been using the mobile Internet?”



The smartphone is the companion during

the week

Sat-Sun

7,8%

Mon-Fri

27,1%

Equally

often65,1%

Question: “How is your mobile Internet use with your mobile phone or smartphone spread across the week?”

Source: Onsite survey in the BurdaForward network; based on: n=5,064 (sample size: 2,084) February 2014


Top 5 places where the respondents use the

mobile Internet with their smartphones

Question: “Where do you use the mobile Internet?” (responses: “very often” and “often”)


51,2%At home

42,5%Train, airport,

public transport

33,7%street, public places

40,1%School, university, at work

19,4%at the home of friends/relatives


Use of smartphone apps

Following weather apps and utility tools,

news apps are most popular

Question: “What mobile applications (apps) from the below-mentioned categories do you use on a regular basis?”


37,2 %

37,9 %

45,1 %

45,4 %

48,3 %

51,8 %

57,7 %

65,4 %Weather

Utility tools (alarm clock, torch, etc.)

News

Photography

Navigation

Social networks (Facebook, Twitter, etc.)

Games

Music


More than a third of the people surveyed install

new apps on their smartphones several times a month

Question: “How often do you install new apps on your smartphone?”


24,4%

Several times a week

Several times a month

Less often

Never5,2%

64,6%

12,4%


Mobile Commerce

29,0 %

29,4 %

29,7 %

31,8 %

34,9 %

2012-1

2012-2

2013-1

2013-2

2014-1

Just under 35% of the respondents have used their

smartphones before to make a purchase

Question: “Have you ever made a purchase using a mobile phone?”


+20,3 %


M-Commerce growth: More than 30% of the

respondents can imagine making mobile purchases

in the future

31% of the people surveyed who have never

bought something on the mobile Internet

before could imagine doing so in the future.

69%cannot imagine

using their mobile phone in the future

to make a purchase.

Question: “Can you imagine using your mobile phone to buy/order something in the future?”



Tablet use and features

Within a year, tablet use has doubled

27,8 %

13,9 %

17,6 %

+100%

2013-1 2013-2 2014-1

Question: “Do you use a tablet to access the Internet?”



More than 40 per cent of the tablet owners have

at least two tablets in the household

57,8% 30,5% 7,2%

Question: “How many tablet PCs are there in your household?”

Source: Onsite survey via tablet targeting; based on: n=921; February 2014

4,6%

+


The smartphone is used to communicate; the tablet is

used to gather information

69,4

61,2

53,0

34,4

19,6 19,417,0

37,9

45,6

30,733,4

8,26,3

57,4

News Sending/receiving emails Gatheringknowledge/looking for

information

Communities/ SocialNetworks

Television and videoportals

e Commerce Chat, instant messaging

Tablet-PC Smartphone

Question: “How often do you use the following online applications with your tablet PC/smartphone?” (responses: “at least daily”; figures in %)

Source: Onsite survey in the BurdaForward network and via tablet targeting; based on: n=921 and n=5,064 respectively (sample size: 921 and 2,084 respectively); February 2014


50,5

34,2

32,3

33,2

29,6

32,9

26,2

30,7

57,8

45,9

38,8

36,2

34,8

31,7

29,5

28,4

Books

Clothes/Shoes

Tickets

Flight tickets/train tickets/hotels

Electric appliances

eBooks

Consumer Electronics

CDs, DVDs

Tablets are the preferred device to make

mobile purchases

34,9%

69,7%have used a tablet before to

make a purchase

have used

their smartphone before

to make a purchase

Question: “Have you ever used your smartphone/tablet to make a purchase?”; “What products did you buy?”

Source: Onsite survey via tablet targeting; 2014-I n=921 (and smartphones: n=5,064 respectively); February 2014


Consumer behaviour of tablet users

Tablets are mainly used at home

89,4%

8,3%

2,8%

At home On the go At work

Question: “Where do you mainly use your tablet?”

Source: Onsite survey via tablet targeting; 2014-I n=921; February 2014


Multi screen use

34,1%

Tablets are catching up – but smartphones and PCs are

still the most common devices used while watching TV

+19,1% +29,7%

+56,8%

69,2%

20,7%

Compared to the previous year, tablet use while

watching TV has risen by 56.8%.

PC/laptop is used by 69.2% of the people

surveyed while watching television.

Also smartphones are used by 34.1% of the

respondents while watching TV.

Question: “What devices do you use while watching TV?” (This question does not imply that the user actually has the device in question. Based on the fact that the user owns the

smartphone/tablet that is being used while watching TV, smartphones are used by 61.4 per cent of the respondents and tablets are used 69.3 per cent.

Source: Onsite survey in the BurdaForward network; based on: n=5,064 (sample size: 4,468) February 2014


49,5

64,0

53,2

28,6

21,0

26,3

9,1

4,7

6,4

2,8

1,7

2,5

6,7

4,5

7,2

3,3

4,1

4,4

Daily Several times a week Once a week Once a month Less often Never

Stationary Internet is most popular while watching

television

Question: “How often do you use the Internet while watching TV?” (figures in %)

Source: Onsite survey in the BurdaForward network; based on: n=5,064 (sample size: 924 and 3,093 and 1,522 respectively) February 2014


The TV is on, but the user’s focus is on the PC,

smartphone or tablet

73,0%

20,2%

6,8%

On the 2nd screen

Equally on both

On the television

Question: “When using the Internet while watching TV, what device do you tend to focus on more?”

Source: Onsite survey in the BurdaForward network; based on: n=5,064; February 2014


Question: “Does using a second screen have a direct relation to the content that you are watching on television?”


Using a second screen is usually not prompted by

the TV programme

15,9%Yes, most of the

time, using a 2nd

screen has a

relation to the TV

programme.

2,6%Yes, in fact, using a 2nd

screen always has a relation

to the TV programme.

48,1%Using a 2nd

screen doesn’t

really have a

relation to the TV

programme.

33,5%No, using a 2nd

screen has no

relation to the TV

programme.


If the users browse the Internet, they are mainly looking

for information about that particular programme

70,4% 40,2% 10,7% 6,2% 22,6%

Searching for

information online

about the current

programme

Visiting the website of

the current

programme

Using social media

(e.g. posting

comments on the TV

content)

Using apps of

the current

programme

Other

Question: “You stated that your Internet use has a direct relation to the content you are watching on TV. What exactly do you do?”

Source: Onsite survey in the BurdaForward network; based on: n=5,064 (sample size: 630); February 2014


The Internet tends to be used more often during

commercial breaks than while the programme is running

Question: “While you are watching television, do you tend to use the Internet during commercial breaks or while the programme is running?”


25,47%No difference in

frequency of use.

24,29%The Internet tends

to be used while

the programme is

running.

51,09%The Internet tends

to be used during

commercial

breaks.


Your contact

Smart-TV Effects 2014-I | BurdaForward

SONJA KNAB

Director Research & Marketing

Tel.: (+49) 089/92 50-12 69

[email protected]

BurdaForward GmbH

SMARANDA DANCU

Senior Research Manager

Tel.: (+49) 089/92 50-29 76

[email protected]

BurdaForward GmbH

33

Thank you!

Images are used from: www.thinkstock.de, www.flaticon.com

mobile effects 2014-1 - burdaforward · pdf filemobile effects 2014-1: ... 14 may –20...

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