eWho June 2012
1
Moray House 23-31 Great Titchfield Street London, W1W 7PA Tel: +44 (0)20 7908 0700 Fax: +44 (0)20 7908 0701 2
eWho Contents
Introduction
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
This document gives us the insights and knowledge we need, allowing us to speak to the Olay target audience in a relevant way, through channels that are appropriate to her.
Global internet and smartphone penetration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Global facts and market specifics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
To market effectively in the digital environment, we need to reach her where she is most receptive. We also need to understand the fast-moving digital arena, to provide relevant content in a changing world.
Competitor analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Trends roadmap . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
This document collates key global facts around Internet and Mobile usage specific to your markets, gathers key Social Media information, analyses Competitor activity and looks at the latest Digital and Mobile trends.
Social network landscape . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Boutique insights & opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
The information is then translated to show key opportunities for each of the five core Olay boutiques.
Mobile device landscape . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
We have included links to all the source material that was used to create this document.
We hope you find it useful.
Boutique insights & opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
FullSix contacts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Rob Forshaw CEO
Sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
General graphs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Social networks graphs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Mobile graphs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
3
Global internet and smartphone penetration Internet penetration
Smartphone penetration
USA
79%
122M
122M
USA
40%
124M
EUROPE
68%
198M
207M
EU 5
38%
119M
CEETISA
32%
39M
42M
CEETISA
20%
51M
MENAP*
57%
33M
51M
UAE
47%
2M
RUSSIA
30%
21M
21M
RUSSIA
20%
28M
POLAND
62%
12M
12M
POLAND
29%
11M
TURKEY
36%
10M
17M
TURKEY
14%
11M
SOUTH AFRICA
14%
1M
6M
SOUTH AFRICA
17%
9M
ROMANIA
42%
5M
4M
ROMANIA
14%
3M
* MENAP data: UAE, Egypt, Morocco, Saudi Arabia
4
Global facts and market specifics General Internet Penetration
■ Women tend to buy through multiple channels. ■ Women spend 20% more time on retail sites than men, out-shopping them in almost every category. ■ Coupon and incentive sites are more popular with women than with men. ■ YouTube is very popular among women (watching videos).
30.5%
Smartphone Penetration
12%
Mobile Internet Penetration
12.6% 1 bn
2 bn
3 bn
4 bn
5 bn
6 bn
■ Women tend to communicate on a daily basis online, unlike men. ■ Women value their smartphones more than men. ■ W omen spend an average of 36 more minutes per week on social media, 18 more minutes shopping and 6 more minutes on emails, organizing and personal interests, when compared to men.
7 bn
Internet Penetration Users
Internet Woman Penetration Users
Internet Penetration (All Users)
Smartphone Penetration Users
Internet Penetration (Women)
Smartphone Penetration
600 million
300 million
600 million
500 million
250 million
500 million
Mobile Internet Penetration Mobile Internet Penetration 100% 90% 80%
300 million
200 million
100 million
68% 79%
200 million
150 million
100 million
50 million
32% CEETISA
57%
400 million
Population
Female Population
Population
400 million
65%
60% 300 million
50% 40%
200 million
30%
78%
100 million
29%
MENAP
70%
CEETISA
46% MENAP
38%
40%
47% 20%
EU5
CEETISA
40%
20% 10%
27%
■ T ypology of Internet use depends more on age and access, than on gender. ■ E uropean women spend 20% more time on social sites than men do; and also more time than other women around the world.
USA ■ W omen are leading users of social sites (69% vs. 60%). ■ M en and women visit retail sites in almost equal amounts, but women spend 20% more time on those sites. ■ Lifestyle and special interest sites offer the biggest draw for women. ■ W omen tend to ‘multi-task’ surfing the net whilst watching TV.
16%
MENAP
EU5
Europe
24%
CEETISA
MENAP
CEETISA
MENAP
■ O ver 40% of Russian mobile internet users don’t have a bank account. ■ R ussia: With a market share of 33% Google is not the search engine leader, lagging behind Yandex with 52.4%. From a global perspective, this is an anomaly. ■ R ussia: highest proportion of internet enabled smartphones amongst mobile phone users, at 71%. ■ R ussia: 82% decide which brand or products to buy after researching online (only 65% in the UK, 67% in Poland) ■ R omania: The average Romanian internet user in 2012 is a woman, aged 20-24 years old, living in Bucharest. ■ R omania: Cash payment on delivery upon receipt of goods is by far the most common payment method (83%).
■ M ENAP: 50% of MENAP Facebook users have selected their primary language for Facebook as English, with 25% preferring French and just 23% Arabic. ■ M ENAP: Female mobile users are more likely than men to use photo and video sharing websites, as well as play games online. ■ MENAP: The most common items purchased online by women are clothing/shoes/ accessories, whereas this is only 7th place for men. ■ M ENAP: Home is by far the most popular place to access the Internet, although parents’ house and also cyber-cafes are also relevant for those under 34 years old. ■ U AE: Large smartphone penetration is lead by Blackberry (51% marketshare). ■ U AE: Youth (15-29 yrs) make up 75% of Facebook users in the Arab region. ■ U AE: Gendered breakdown of Facebook users indicates a 2:1 ratio of male to female. ■ 6 5% of Arabia population is under 25 years.
5
Competitor analysis To assess Olay’s digital competence we compared its performance to the beauty world’s ‘best-in-class’ websites, social channels and mobile devices. This was then benchmarked against Sephora, perceived as the overall best digital player across all touchpoints.
Why we chose Sephora? Sephora has recently made significant investment in its digital presence, and now boasts a state of the art, multi-channel digital experience. From mobile e-commerce to unified CRM, Sephora has embraced digital opportunities.
The table below shows Olay ranked alongside Sephora as well as the perceived best digital offering in each discipline.
This digital investment has been successful - Sephora has since enjoyed market share gains and comparable store revenue growth in all regions.
Key a
‘Best in Class’ brand per discipline
b
Benchmark ‘Best in Class’ brand
c
Performance by Category rating
across all disciplines All clear
Caution
Good
Need for improvement Average
Poor
(Source: Q3 2011 revenue presentation October 18 2011).
a
Website
Design
Clean design
Homogeneity across boutiques
Diverse content integration
b c a
Social Integration
Facebook connect
Comments organisation
Social product selection
b c a
Commerce
Easy filtering to find product
Clear detailed product page
Detailed reviewer information
a
Social Channels
Mobile shopping
b
Mobile version but impossible to buy
c
Favouring engagement
Not only product messages
In-FB interactive module
Using non Facebook specific created content
b
Not enough assets
c a
Consumer service
Dedicated content
Not only product focus message
b
Paused
c a
Youtube channel as a mini site
Content organisation
Tactic to redirect traffic
User generated content endorsement
Contextual mobile information
Multiple device design
Mobile rich content
Exploiting mobile capacities
Using exciting assets
Real value for the customer
Business value
PR opportunities
b c a
Commerce (site)
Mobile Devices
Multiple access navigation
b c a
Innovation (app)
b
Not enough assets
c a
Social Integration (app)
Easy to interact with
Help you connect with other people
b
Not enough assets
c a
Design (app)
Connected with major social networks
Differentiating design
Give value to the content
Retail integration
b c
Not enough assets
6
Mobile Devices
Social Channels
Website
General
Trends roadmap QUALITY VIDEO CONTENT
SUBSCRIPTION MODEL
APP FOR ANYTHING
CONNECTED TV
NEW USER INTERFACE
3D PROJECTION
AUGMENTED REALITY
INTERNET OF THINGS
By renting, buying or using catch-up services, Internet users now have access to quality video content.
Most digital services are sold using a subscription model rather than by licencing.
TV, car radios and Kindle start running Android opening the app possibilities further.
Arrival of Apple should dynamize the market. 123 million connected TVs will be sold by 2014.
Success of Siri and Kinect have made voice and movement interfaces a reality for the mass market.
Brands outside the technology market have started using this technology for PR and advertising.
After the initial hype, smartphone adoption is creating a critical audience to make this techology viable.
More and more objects will be connected to the Internet, even if the business benefits remain unproved.
MODERN WEB
HTML5 ADOPTION
SOCIAL PLUGINS
DATA VISUALISATION
INTERCONNECTED SERVICES
LIGHTER WEBPAGES
3D WITHOUT PLUGINS
LOCAL CONTEXT
Rise of modern browsers and fall of early versions of IE facilitates new online technologies.
As the HTML5 standard becomes set in 2012, it will become more commonly adopted on big websites.
Creating stickiness and personalization with simple integration, social plugins will become the norm.
Infographic design skyrocketed in 2011 becoming a popular way to easily explain and share information.
Availability of web functionalities through APIs rise exponentially.
The average weight of web pages became 25% bigger in 2009. This trend must reverse for mobile compatibility.
Google and Mozilla are pushing WebGL allowing 3D experience in the browser without external plugins.
As HTML5 can utilise GPS information, desktop websites will start to adapt their content locally.
FACEBOOK UBIQUITY
MEDIA SPENDING
MOBILE EXPERIENCE
MICROBLOGGING IS ADOPTED
NEXT BATTLE IS LOCAL
GOOGLE+ IS ADOPTED
2012 US CAMPAIGN BOOST
MOBILE ONLY SOCIAL NET
Now has 1 billion+ users, and more and more of its features expand to external websites.
With a 26% compound average growth rate (CAGR), Social Media will account for $5 billion of media spent in the US in 2015.
More and more Facebook users choose to access via their mobile (43% in 2012, and growing).
Big brands move to Tumblr, and Twitter’s brand pages help advertisers gets better visibility.
Facebook evolves its local features after purchasing Foursquare’s competitor Gowella.
Deep integration within Google’s results makes G+ impossible to avoid if you want to maintain high search rankings.
Candidates’ adoption of upcoming social networks precipitates mass uptake within the greater population.
Feature specific mobile networks such as Instagram (27m+ users) become widely adopted.
SMARTPHONE IS THE NORM
TABLET RISE
MOBILE VERSION
APPS DISILLUSION
PHOTOGRAPHY TAKEOVER
UNIFIED EXPERIENCE
MOBILE PAYMENT
TABLET-ONLY GAMES
Phone manufacturers target the late majority with more than 500 million low cost smartphones globally in 2012.
It is predicted there will be 326 million tablet sales globally per year by 2015, with Apple having a market share of over 50%.
Mobile traffic triples for the third year in a row in 2012, making mobile versions of brand websites a mandatory inclusion, if you want to remain relevant.
Most apps aren’t downloaded more than 1000 times and handset fragmentations and compatibility issues lead us to question app ROI.
Point and shoot camera sales are falling and smartphones are now used for 1/3 of all pictures.
Android 4.0 and Windows 8 educates the market for an unified experience (website, mobile, social connectivity).
Number of mobile payments rising thanks to App Store as well as being used as a common payment method in emerging countries. Projected at 141 million in 2012.
Games remain the most popular tablet usage, followed by searching for information and then emailing.
Mass trend
Early trend
7
Social network landscape Overview ■ ■ ■ ■
5% of Internet users have managed a profile on a social network in the last 6 months. 6 Internet users spent an average of 7 hours per week on social networks. Social networks allow users to stay in contact with an average of 70 friends. Social networks are seen as the best way to stay in touch with friends, meet new people, hang out, have fun, express themselves and as a place to seek other people’s opinions. ■ Women spend 15% of their online time on social networks, almost 50% more than men, and the trend is rising.
■ B rand followers are more often female, somewhat younger, more active on social networks and are more likely to use smartphones. ■ Facebook and Twitter usage transcends age. ■ Social networkers who share or consult information about brands are younger, and are members of multiple networks. ■ Frequency of daily content creation on social networks decreases with age. ■ Women consult more often about products and brands than men do.
■ A verage time spent each month for women on Facebook is 350 minutes for 15-24, 300 minutes average for 25-54, and 280 minutes for 55+. ■ Women spend more time on social networks and share 5 times more pictures than their male counterparts (US). ■ 1/3 of young women (18 to 34) check Facebook when they first wake up (US). ■ 33% of 16-34 year olds prefer brands that use social media (vs 17% for 35-74), and interact more often with brands via FB (US). ■ When following beauty brands, fans are more likely to interact when asked a direct question or told about product highlights. ■ Reach through fan’s friends decreases with age, with CEETISA & MENAP offering greater reach than WE. ■ Woman click more on Display ads and Facebook Ads, and the older they are the higher this is (US). ■ Olay’s Facebook engagement levels are average in relation to other beauty brands (US).
■ ■ ■ ■ ■
00 million active users. 1 42% of the internet users have used a micro blogging service in the last 6 months. There are more female Twitter users than men (21% vs 17% of American adults). Woman use Twitter more to talk with other users, follow celebrities, and find special deals. 61% of those under 35 are likely to recommend a brand they follow on Twitter, vs 47% of those aged 35-49. ■ Women follow an average of 145 users, and tweet an average of 12% more than men.
Emerging networks ■ B ulk of YouTube users are evenly distributed through the ages of 25-54. ■ Reach of online video is 80% for women, almost as much as for men. ■ Power of Influence. 28% of those watching online video do so at a friend’s recommendation.
USA specifics
■ I nstagram: 27 million registered users. ■ Pinterest: 10 million users, 80% of US users are female. ■ Path: 2 million users.
Europe specifics
■ B eing present on social media is not enough – brands need to engage in an open one-to-one dialogue if they want to impress, especially for older women. ■ In the US, there is a higher probability for female twitter users to be black and hispanic, and under 30 years.
■ S ocial media is seen more as a way to have fun than anything else. ■ Internet users, and particularly 35+ spend more and more time on SN and less time on Email/IM/Portals. ■ Women aged 45-55 spend more time on social networks than those aged 25-44.
CEETISA specifics
MENAP specifics
■ ■ ■ ■
■ S ocial media is seen as a way to explore the world around, be creative and make money. ■ 50% of MENAP Facebook users have selected their primary language for using Facebook as English, with 25% preferring French and just 23% Arabic.
ocial media is seen more as a way to connect and promote yourself. S Eastern Europe population is highly reachable via social media, equal or superior to the European average. Vkontakte is the leading network in Russia, but attention is not exclusive to one social network. Women in Russia are less likely to be impressed with social media branded pages than women in the UK/USA.
8
Boutique insights & opportunities regenerist Consulting seeking obsessed non-mass shopper Problem: General negative perception of mass brands. Solution: Communicate as if Olay was a niche brand using very targeted initiatives. Digital tactic: Treat digital early adopter as beauty experts. Social execution: Target specific communities and always experiment with new social networks using direct interactions.
Dramatic transformation seeker Problem: Olay is perceived as too old. Solution: Engage via younger audience topics in a dramatic way. Digital tactic: Embrace the real time information race. Social execution: Be a filter to help her know the latest hot news to talk about. Channel proposition: Be the first to share the news.
Channel proposition: Feel part of the experts. Opportunities: ■ On mainstream networks (ie: Facebook) reach her using private or semi private channels before opening the dialogue to more common channels (fanpage/website). ■ O n expert or niche networks (Twitter, Pinterest, Instagram) create one to one interactions. ■ E xpand discussion to beauty innovation and niche brands. ■ M ake it easy to find content assets (video/ interactive module/infographic) explaining the product that are straightforward to discover, save or share. ■ G ive away tools to help the audience set, share and reach personal objectives.
Opportunities: ■ Major focus on hot networks like Twitter with active community management to share and re-tweet hot news. ■ O n Facebook, present information as breaking news, easily re-shared. ■ A lways think about social activation in an innovative way. ■ E xpand discussions to cover breaking news, innovation and insider tips. ■ G ive away tools to help the audience know the trending topics.
total effects Straight-forward performance seeker Problem: Olay’s product line-ups are too complicated.
Skin essentials shopper
Straight-forward performance seeker
Problem: Olay is perceived as not relevant to her.
Problem: I don’t need that many choices.
Solution: Show Olay understands her problems and interests.
Solution: Connect one need to one simple solution.
Digital tactic: Promote technology as a life facilitator.
Digital tactic: Helping the audience express her unique digital identity.
Digital tactic: Technology as a selection filter.
Social execution: Share easy-to-adopt tips around simplifying life.
Social execution: Invite the audience to become editors of social channels.
Channel proposition: Discover and discuss ways to make your life easier.
Channel proposition: Your lifestyle, your page.
Solution: Insert products as part of a broader topic: making your life easier.
Opportunities: ■ Major focus on Facebook where the message has to remain simple and make sure expected engagement doesn’t exceed a ‘like’ or a ‘share’. ■ E xpand discussion to time saving and lifestyle tips, (offering her short moments of distration). ■ S hare website and apps that help to save money and allow her to be more productive in every day tasks.
Opportunities: ■ Discussion should not be focussed around products but around what can help her enjoy her multiple visits to Facebook each day (eg: funny videos, red carpet photographs, saving tips).
Social execution: Collaborating to find the ideal solution. Channel proposition: Simple product options.
Opportunities: ■ Crowd source solutions for everyday challenges. ■ C onnect mothers living close by, to help each other.
■ P roduct integration should be subtle. Content should be built around lifestyle rather than products (no one wants to be fan of or ‘like’ facial cleansing). ■ M ajor focus on Facebook where she spends a lot of her time, crowd sourcing content around beauty and lifestyle (hair, make up, celebrity styling). ■ Youtube Channel should work to recommend content worth sharing via her profile. ■ U se emerging networks when influential celebrities start using it.
9
Mobile device landscape Overview ■ People use an average of 2.9 devices to connect to the Internet. ■ Games consoles and MP3 players tend not to be used as much to connect to the Internet. ■ Woman are leading the ebook adoption, are tied with men on Smartphone usage, and are catching up on tablet (US).
Smartphone
Tablet / eBook
■ Smartphones are seen as the most social and convenient device.
■ Tablets are used more as a content consumption and purchase device.
■ Women value their Smartphones more than men.
■ T ablet adoption is now slowly on the rise, reaching 15% penetration in 2012.
■ S martphone penetration is around 50% (US, Canada, EU5).
■ iPad still dominates the tablet market, but Android is catching up.
■ F emales are a growing segment in Smartphone adoption.
■ 63% share their tablet with 2 or more people.
■ The gap between male and female Smartphone users is closing, nearing equilibrium in 2012.
■ Women are more likely to have an eReader than men, but men are more likely to have a tablet. However more
■ 25-34 years and 35-44 years are the largest proportion of Smartphone users (US).
females than males intend to purchase tablet within the next 12 months.
■ Mobiles are no longer just for when we’re ‘on the move’.
■ 45 years+ are leading the ebook adoption, and are catching up on tablet adoption (US).
■ S martphone penetration is boosting mobile video and Facebook consumption.
■ Wifi (not 3G) is still the primary way to access Internet with tablet.
■ Mobile video is forecasted to generate 66.4% of mobile data traffic by 2015. ■ Women are 85% more likely to respond to mobile advertising than men. ■ S ymbian OS owns the highest mobile market share, but Android leads in US and EU markets. ■ T ext messaging and taking pictures are still the leading activities.
USA specifics
Europe specifics
■ S martphone penetration around 50%.
■ Smartphone penetration is around 50% for EU5.
■ Women do more device ‘multi-tasking’ in front of the TV than men do.
■ T ypology of Internet use mainly depends on age and access rather than sex.
CEETISA specifics
MENAP specifics
■ Eastern European Smartphone penetration is around 25%.
■ I srael and UAE have Smartphone penetration at close to 50%. ■ T he number one Smartphone in UAE is the Blackberry.
10
Boutique insights & opportunities regenerist Consulting seeking obsessed non-mass shopper Problem: General negative perception of mass brands. Solution: Communicate as if Olay was a niche brand with very targeted initiatives. Digital tactic: Conceiving digital early adopter as experts. Mobile execution: Instil mobile devices as a specific educational link.
Dramatic transformation seeker Problem: Olay is perceived as too old. Solution: Engage via younger audience topics in a dramatic way. Digital tactic: Embrace the real time information race. Mobile execution: Keeping the audience always up to date. Channel proposition: Driven by new.
Channel proposition: Anywhere, be the expert. Smartphone: Something I always have with me and use to find answers to my specific questions. Tablet: A device helping me explore and better understand the world of beauty. eBook: Give me access to specific and hard to find books. Opportunities: ■ Recommending good apps. ■ Help her to choose digital music, movies and books. ■ Test monthly subscription to products only available on mobile devices. Discover, save or share.
Smartphone: Let me be the first to know. Tablet: Help me explore the latest trends and innovation. eBook: Allow me to read the new hot book instantly.
Opportunities: ■ Help her to choose the best devices. ■ Sponsor news app and 30/40s magazines. ■ Push breaking news on Twitter and mobile Facebook. ■ A ugmented reality / touchscreen / tablet screen size for innovative user experience. ■ Partner with trendy writers to offer eBooks.
total effects Straight-forward performance seeker Problem: Olay’s product line-ups are too complicated.
Skin essential shopper
Straight-forward performance seeker
Problem: Olay is perceived as not relevant to her.
Problem: I don’t need that many choices.
Solution: Show Olay understands her problems and interests.
Solution: Connect one need to one simple solution.
Digital tactic: Promote technology as life facilitator.
Digital tactic: Helping the audience state her digital identity.
Digital tactic: Technology as a selection filter.
Mobile execution: Turn her mobile device into a personal assistant.
Mobile execution: Bringing what matters to your mobile device.
Channel proposition: As smart and simple as your phone.
Channel proposition: Mobile device is as vital as her handbag.
Solution: Insert products as part of a broader topic: making your life easier.
Smartphone: Help me achieve everyday tasks, simply and swiftly. Tablet: Entertainment and online purchasing has never been so simple. eBook: The pleasure of reading without any hassle.
Opportunities: ■ Recommend good apps. ■ Help her to choose digital music, movies and books. ■ T est monthly subscription to products only available on mobile devices.
Smartphone: I carry it everywhere I go. I am never alone.
Mobile execution: Mobile devices reuniting the family. Channel proposition: The good things are around you.
Smartphone: Helping me make the right choices for my family.
Tablet: Having fun, and engaging with my main interests.
Tablet: Playing funny games with my children.
eBook: Making reading a little cooler.
eBook: Taking the time to get away from daily turmoil.
Opportunities: ■ Boost self esteem through exclusive mobile accessories. ■ Push beauty and entertainment content to mobile. ■ Give away digital music and movies. ■ S ponsor celebrity apps and content.
Opportunities: ■ Help her discover good local activities to do with the family. ■ Promote digital content that appeals to everyone (Pixar movies, Angry birds). ■ R ecommend digital tools to help take care of the children (recipes, messaging tools, parental security).
11
contacts Rob Forshaw - Chief Executive email: robf@fullsixuk.com phone: +44 (0)20 7908 0704
Nicola Borradaile - Business Director email: nicolab@fullsixuk.com
London 23-31 Gt Titchfield St London W1W 7PA
phone: +44 (0)20 7199 4623
New York 102 N 6th Street, 2nd Floor, Brooklyn New York NY 11211
Moscow 109004 Solzhenitsina st. 23A
Paris 155 rue Anatole France 92300 – Levallois-Perret
Poznań ul. Murawa 12-18 B 61-655 Poznań Poland
Lisbon Galerias Alto da Barra Av. das Descobertas, no 59 F – Piso 1 Oeiras, Portugal 2780-053
Madrid Calle Balbina Valverde n.17 Planta baja 28002 Madrid
Milan Via Solari 11 Milan Italy
Shanghai Room 502 98 Yan Ping Rd Jing’an District Shanghai China, 200042
Berlin Heinrich-Roller-Str. 16b D - 10405 Berlin
12
Sources Global facts and market specificities
USA
EUROPE
79%
122M
68%
198M
General
Smartphone penetration 122M 207M
USA
EU 5
40%
124M
38%
119M
Internet Penetration
■ Women tend to buy through multiple channels. ■ Women spend 20% more time on retail sites than men, out-shopping in almost every category. ■ Coupon and incentive sites are more popular with women than with men. ■ YouTube is very popular among women (watching videos).
30.5%
Smartphone Penetration
12%
Mobile Internet Penetration
12.6% 1 bn
2 bn
3 bn
4 bn
5 bn
6 bn
32%
39M
57%
33M
42M
CEETISA
20%
51M
47%
2M
■ Women tend to communicate on a daily basis online, unlike men. ■ Women value their smartphones more than men. ■ W omen spend an average of 36 more minutes per week on social media, 18 more minutes shopping and 6 more minutes on emails, organizing and personal interests, when compared to men.
7 bn
Internet Penetration Users
CEETISA
General
Internet penetration
Trend roadmaps
Internet Woman Penetration Users
Internet Penetration (All Users)
Website
Global statistics
Smartphone Penetration Users
Internet Penetration (Women)
Smartphone Penetration
600 million
300 million
600 million
500 million
250 million
500 million
400 million
200 million
400 million
Mobile Internet Penetration Mobile Internet Penetration 100% 90%
RUSSIA
30%
21M
21M
RUSSIA
20%
28M
62%
12M
12M
POLAND
29%
11M
TURKEY
36%
10M
17M
TURKEY
14%
11M
14%
1M
ROMANIA
42%
5M
68% 79%
100 million
65%
40%
200 million
30%
78%
50 million
100 million
32%
57%
29%
46%
CEETISA
MENAP
CEETISA
MENAP
6M
SOUTH AFRICA
17%
9M
4M
ROMANIA
14%
3M
Europe ■ T ypology of Internet use depends more on age and access, than on gender. ■ E uropean women spend 20% more time on social sites than men do; and also more time than other women around the world.
USA ■ W omen are leading users of social sites (69% vs. 60%). ■ M en and women visit retail sites in almost equal amounts, but women spend 20% more time on those sites. ■ Lifestyle and special interest sites offer the biggest draw for women. ■ W omen tend to ‘multi-task’ surfing the net whilst watching TV.
APP FOR ANYTHING
CONNECTED TV
NEW USER INTERFACE
3D PROJECTION
AUGMENTED REALITY
INTERNET OF THINGS
By renting, buying or using catch-up services, Internet users now have access to quality video content.
Most digital services are sold using a subscription model rather than by licencing.
TV, car radios and Kindle start running Android opening the app possibilities further.
Arrival of Apple should dynamize the market. 123 million connected TVs will be sold by 2014.
Success of Siri and Kinect have made voice and movement interfaces a reality for the mass market.
Brands outside the technology market have started using this technology for PR and advertising.
After the initial hype, smartphone adoption is creating a critical audience to make this techology viable.
More and more objects will be connected to the Internet, even if the business benefits remain unproved.
MODERN WEB
HTML5 ADOPTION
SOCIAL PLUGINS
DATA VISUALISATION
INTERCONNECTED SERVICES
LIGHTER WEBPAGES
3D WITHOUT PLUGINS
LOCAL CONTEXT
Rise of modern browsers and fall of early versions of IE facilitates new online technologies.
As the HTML5 standard becomes set in 2012, it will become more commonly adopted on big websites.
Creating stickiness and personalization with simple integration, social plugins will become the norm.
Infographic design skyrocketed in 2011 becoming a popular way to easily explain and share information.
Availability of web functionalities through APIs rise exponentially.
The average weight of web pages became 25% bigger in 2009. This trend must reverse for mobile compatibility.
Google and Mozilla are pushing WebGL allowing 3D experience in the browser without external plugins.
As HTML5 can utilise GPS information, desktop websites will start to adapt their content locally.
FACEBOOK UBIQUITY
MEDIA SPENDING
MOBILE EXPERIENCE
MICROBLOGGING IS ADOPTED
NEXT BATTLE IS LOCAL
GOOGLE+ IS ADOPTED
2012 US CAMPAIGN BOOST
MOBILE ONLY SOCIAL NET
Now has 1 billion+ users, and more and more of its features expand to external websites.
With a 26% compound average growth rate (CAGR), Social Media will account for $5 billion of media spent in the US in 2015.
More and more Facebook users choose to access via their mobile (43% in 2012, and growing).
Big brands move to Tumblr, and Twitter’s brand pages help advertisers gets better visibility.
Facebook evolves its local features after purchasing Foursquare’s competitor Gowella.
Deep integration within Google’s results makes G+ impossible to avoid if you want to maintain high search rankings.
Candidates’ adoption of upcoming social networks precipitates mass uptake within the greater population.
Feature specific mobile networks such as Instagram (27m+ users) become widely adopted.
SMARTPHONE IS THE NORM
TABLET RISE
MOBILE VERSION
APPS DISILLUSION
PHOTOGRAPHY TAKEOVER
UNIFIED EXPERIENCE
MOBILE PAYMENT
TABLET-ONLY GAMES
Phone manufacturers target the late majority with more than 500 million low cost smartphones globally in 2012.
It is predicted there will be 326 million tablet sales globally per year by 2015, with Apple having a market share of over 50%.
Mobile traffic triples for the third year in a row in 2012, making mobile versions of brand websites a mandatory inclusion, if you want to remain relevant.
Most apps aren’t downloaded more than 1000 times and handset fragmentations and compatibility issues lead us to question app ROI.
Point and shoot camera sales are falling and smartphones are now used for 1/3 of all pictures.
Android 4.0 and Windows 8 educates the market for an unified experience (website, mobile, social connectivity).
Number of mobile payments rising thanks to App Store as well as being used as a common payment method in emerging countries. Projected at 141 million in 2012.
Games remain the most popular tablet usage, followed by searching for information and then emailing.
70%
50%
38%
40%
47% 20%
EU5
CEETISA
40%
20% 10%
27%
24%
16%
MENAP
EU5
POLAND
SOUTH AFRICA
100 million
SUBSCRIPTION MODEL
60% 300 million
Social Channels
200 million
150 million
CEETISA
MENAP
CEETISA
MENAP
■ O ver 40% of Russian mobile internet users don’t have a bank account. ■ R ussia: With a market share of 33% Google is not the search engine leader, lagging behind Yandex with 52.4%. From a global perspective, this is an anomaly. ■ R ussia has the highest proportion of Internet enabled smartphones amongst mobile phone users, at 71%. ■ R ussia: 82% decide which brand or products to buy after researching online (only 65% in the UK, 67% in Poland) ■ R omania: The average Romanian internet user in 2012 is a woman, aged 20-24 years old, living in Bucharest. ■ R omania: Cash payment on delivery upon receipt of goods is by far the most common payment method (83%).
■ M ENAP: 50% of MENAP Facebook users have selected their primary language for Facebook as English, with 25% preferring French and just 23% Arabic. ■ M ENAP: Female mobile users are more likely than men to use photo and video sharing websites, as well as play games online. ■ MENAP: The most common items purchased online by women are clothing/shoes/ accessories, whereas this is only 7th place for men. ■ M ENAP: Home is by far the most popular place to access the Internet, although parents’ house and also cyber-cafes are also relevant for those under 34 years old. ■ U AE: Large smartphone penetration is lead by Blackberry (51% marketshare). ■ U AE: Youth (15-29 yrs) make up 75% of Facebook users in the Arab region. ■ U AE: Gendered breakdown of Facebook users indicates a 2:1 ratio of male to female. ■ 6 5% of Arabia population is under 25 years.
Mobile Devices
300 million
Population
UAE
Female Population
51M
Population
80%
MENAP*
QUALITY VIDEO CONTENT
Mass trend
Interactive links:
Interactive links:
Interactive links:
■ ■ ■ ■ ■ ■ ■ ■ ■
■ ■ ■ ■
■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■
Mobile Future 2012 – Comscore N ielsen Wire I nsights MENAP Nielsen Google Our Mobile Planet Ipsos Google MMA World Internet Project Poland 2011 – Center for Digital Future World Bank Eurostats N etzise guide The Internet in Russia – Public Opinion Fondation
■ ■ ■ ■ ■ ■ ■ ■
Women on the Web – Comscore Deloitte Women Forum 2011 Women expand digital influence – TNS U nderstanding the new digital divide: A typology of Internet users in Europe – P. Brandtzaeg, J. Heim, A. Karahasanovic Social Networking Sites – Pew Research C onnectonomics – Yahoo Added Value G FK Romania Wire Internet in Romania – Biroul de Cercetari Sociale Mobile data and habits of MENAP Internet Users – Spot On Effective measure Media consumption & habits of MENAP Internet users – Spot On Effective measure A rab Advisors Group Facebook Usage – Arab Social Media Report
Early trend
Forrester Research Marketing Forecasts Statcounter Google Insights Programmable Web Api Directory H TTP Archive Website G artner Analysis Prediction 2012 – Deloitte Insight for a good application – Deloitte G artner sales prediction Cisco Visual Networking Index T he Mobile Movement – Google Ipsos OTX MediaCT
URLS:
URLS:
URLS:
■ http://www.comscore.com/Press_Events/Press_Releases/2012/2/comScore_Releases_ the_2012_Mobile_Future_in_Focus_Report
■ http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/Women_on_ the_Web_How_Women_are_Shaping_the_Internet
■ http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/Women_on_ the_Web_How_Women_are_Shaping_the_Internet
■ http://blog.nielsen.com/nielsenwire/
■ http://www.womens-forum.com/uploads/assets/press/35_file.pdf
■ http://www.womens-forum.com/uploads/assets/press/35_file.pdf
■ www.insightsmena.com
■ http://www.tns-us.com/files/white_papers/eve-olution_why_women_rule_the-32.pdf
■ http://www.tns-us.com/files/white_papers/eve-olution_why_women_rule_the-32.pdf
■ http://www.ourmobileplanet.com/
■ http://www.sciencedirect.com/science/article/pii/S1071581910001461
■ http://www.sciencedirect.com/science/article/pii/S1071581910001461
■ http://www.digitalcenter.org/pdf/poland_wip_report_2011.pdf
■ http://pewinternet.org/topics/Social-Networking.aspx
■ http://pewinternet.org/topics/Social-Networking.aspx
■ http://data.worldbank.org/indicator/IT.NET.USER.P2
■ http://www.slideshare.net/TheAddedValueGroup/connectonomics
■ http://www.slideshare.net/TheAddedValueGroup/connectonomics
■ http://appsso.eurostat.ec.europa.eu/nui/show.do?dataset=isoc_pibi_use&lang=en
■ http://www.gfk-ro.com/public_relations/press/multiple_pg/009110/index.en.html
■ http://www.gfk-ro.com/public_relations/press/multiple_pg/009110/index.en.html
■ http://communities-dominate.blogs.com/brands/2011/12/smartphone-penetration-rates-by country-we-have-good-data-finally.html
■ h ttp://www.pagini.com/blog/2009/09/08/romanii-ajung-pe-net-din-ce-in-ce-mai-des- unde-ii-asteapta-mircea-badea/
■ h ttp://www.pagini.com/blog/2009/09/08/romanii-ajung-pe-net-din-ce-in-ce-mai-des- unde-ii-asteapta-mircea-badea/
■ http://runet.fom.ru/
■ http://www.slideshare.net/spotonpr/online-shopping-habits-of-mena-internet-users-survey
■ http://www.slideshare.net/spotonpr/online-shopping-habits-of-mena-internet-users-survey
■ http://www.slideshare.net/spotonpr/mobile-habitsem31jan11
■ http://www.slideshare.net/spotonpr/mobile-habitsem31jan11
■ http://www.arabadvisors.com/
■ http://www.arabadvisors.com/
■ http://www.dsg.fohmics.net/en/asmr3/index.aspx?AspxAutoDetectCookieSupport=1
■ http://www.dsg.fohmics.net/en/asmr3/index.aspx?AspxAutoDetectCookieSupport=1
13
General 51.4%
61.4%
FIGURE 2: “Approximately how much time did you spend consuming the following media in the last 7 days?” Hours per week
65.2%
Everyone
Television
9 6
Radio 4
7
6 13 13
Internet
Wave 3
7 7
Wave 6
7
Social networks
9
Microblogging sites
% of Total Minutes
% of Total Minutes for Females 18+
27%
World-Wide
33% 45%
Latin America
52% 30%
18%
Europe
37%
19%
24%
6%
30% 17%
13%
Asia Pacific
Male 18+
Wave 3 2008
Wave 4 2009
Female 18+
Social Networking
44% 56%
53% 47%
31% 28% 20% 13%
18% 22% 20% 18%
Once a month
9.3% 9.8% Less tha n once a month
De
WW Females 15+
55-99
09
c
20
15.3% Does not apply
13.8% 25.6%
Smartphone Smartphone user
WW Males 15+
47%
Average Interactive Rate by Content Type
US & Global Facebook ‘Likes’, Excluding Pages with , 2000 Fans
(July - August 2011)
Age Clickthrough and “Like” Rate* of Facebook Display Ads Amongst US Internet Users, by Age and Gender, 2011
(August 2011)
Note: n=3,082 millennials ages 16-34; n=600 ages 35-74; numbers may not add up to 100% due to rounding. Source: Barkley, “American Millennials: Deciphering the Enigma Generation” in partnership with Service Management Group and The Boston Consulting Group, Aug 18,2011
38%
0.26%
Clickthrough rate
“Like” rate *
Affinity 0-17 15%
0-17
0.24%
0.12%
EVENTS
0.21%
CONTESTS & SWEEPSTAKES
0.19%
PROMOTIONS
Male
Female
Male
Female
35-44
35-44 0-17
0.025%
0.026%
41%
39%
45-54
45-54 18-24 22%
30-39
0.024%
0.028%
38%
38%
55-64 65 or more
40-49
0.026%
0.031%
38%
40%
50+
0.030%
0.034%
36%
36%
Total
0.026%
0.029%
39%
38%
6% 2%
Education 65 or more
Education
Some college
1.3x 1.5x
20% 26%
All online adults 8.5% 18.8%
22.1%
UK
26.3% 53.1% 71.5%
6.4% 19.3%
62.9%
Percentage of followers likely to recommend brand to friends after becoming followers
Women
Affinity
2% 40% 24%
High school 16%
37%
Some college
100% 90% BRAZIL 13.4% 43.9%
INDIA 47.6%
ITALY
24.4%
45.5%
42.9%
9.4%
11.1%
17.7%
80% 70%
24% 16%
Some college 0%40% 20%
9% 31%
7%
20%
33%
11.5% 19.1%
24.8%
4.1%
8.8%
12.2%
6.2% 7.7%
15.9%
40%
33%
47%
14%
10%
33% 18%
14%
Wave 4
5
6
1.2x 1.3x
$0 - $24,999
1.2x 100%
$25,000 - £49,999
1.1x
$50,000 - $74,999
Affinity 1.2x
$75,000 - $99,999
AU$
$0 - $24,999 11% CHF
$25,000 - £49,999
Household income $50,000 - $74,999
€GB£
JP¥ US$
$150,000 or more
36%
1.2x
1.2x 1.5x
$100,000 - $149,999
1.4x
1.4x 1.3x
$150,000 or more
16%
80% 60%
GB£
4%
55% US$ 45% Affinity 60% 80%
GB£ 30%
US$
30% 36%
20% 60% 13%
1.3x
100%80%
11% 13%
$99,999 0% 40% 0%$75,000 -20%
1.4x 100%
1.4x
1.3x
36%
6%
$150,000 or more $50,000 4% - $74,999
Affinity 1.4x
80%
11% JP¥
€30%
55%1.4x 45%
40%
$75,000 $99,999 $0 13% - $24,999
1.4x
100% 60%
60% 40%
Affinity
40%80%
1.4x 1.3x
Affinity 100% 1.7x
1.7x 1.5x
1.5x
1.4x
Affinity 1.4x
1.4x
1.4x 1.7x
1.2x
1.2x 1.5x 1.2x 1.4x
1.2x 60%100%
80%
6%
1.4x 100% 1.2x
4% 0%
Affinity 100%
1.2x 20%
40%
60%
80%
100%
1.2x
40%
1.4x 60%
80%
Key factor in sourcing an online video. Wave 3. Global Data.
100%
100.0
All Brand Followers
Under 35
80.0
19%
African American (non-Hispanic)
26%
Hispanic
18%
60.0
18-29
33% *
40.0
30-49
22% *
50-64
9% *
65+
Less than high school
17%
Some college
21%
College graduate
35 to 49
39.2%
16.5%
20.0 0.0 US
Australia*
Canada
France
Germany
Hong Kong*
Japan*
Malaysia*
Singapore*
All Males 21%
$50,000 - $74,999
20%
$75,000 or more
20%
10.6%
28.2% - Friend Recommendation 11.8% - Quality of Design
All Females
22%
$30,000 - $49,999
UK*
28.2% 11.8%
21%
Household income
39.2% - Familiar Site 16.5% - Answers a search query
4%
18%
High school diploma
Less than $30,000
0%
25.8%
Yes, for a few brands Yes, for many brands
20%
14.2% 19.9%
Don’t know No
42%
30%
RUSSIA
CHF JP¥
1.3x
7%
20%
AU$ €
Female
1.3x
% of Web Population Viewing Video
White (non-Hispanic)
Education
GERMANY
37% 80% 40%
Male
CHF
Age
50% FRANCE
20%60%
40% 20%
Affinity
Race/Ethnicity
60%
SPAIN
37%
Gender 20% 0%
0%
- -$149,999 100% $25,000 £49,999 1.5x $100,000 - $149,999 $100,000 6%
80% 1.5x
7% 16%
0% 17%
60%
16%
Graduate degree
19%
21% *
100% 80%
6%
Sex Men
1.2x 80% 60%
55% 45%
Household income20% Household income 1.1x 1.4x 0%
1.1x
40% 20% 22% 60% 40%
Bachelors degree % of US adults
Affinity 1.4x AU$ 1.2x 1.7x
Graduate school 7%High degree 0%
Female
1.2x
Bachelors degree LessBachelors degree than HS16% diploma Graduate degree
Male
Female 1.7x
1.3x
22%
Less than HS diploma Less than 0% HS diploma 20% 24% High school
1.5x Male
1.7x
15% 26% 9%
Gender
1.5x
1.4x
2%
45-54 0% 20%
Affinity Gender
20%
6%
55-64 25-34
55-64
Education
26%
65 or35-44 more
0%
Note: * based on people who had clicked on the ad. Source: SocialCode, Aug 20, 2011
0.18%
9%
18-29
PRODUCT HIGHLIGHTS
CELEBRITIES
15%
9% 18-24 Age 25-34 20%
25-34
HOW TO
0.12%
Age
18-24
QUESTIONS
CHINA
35-74
16-34
Social Metworking Minutes/Total Internet Minutes Worldwide Audience (15+ accessing from Work or Home), April 2010 Source: Media Metrix Worldwide
Facebook Community Size vs. Engagement Rates
USA
11.6% 10.0%
15.2%
35-54
Instant Messengers
2-3 times a month
Age 15-24 25-34
Worldwide Audience(15+ accessing from Work or Home), March 2010 Source: Media Metrix Worldwide
Note: n=3,082 millennials ages 16-34; n=600 ages 35-74 Source: Barkley, “American Millennials: Deciphering the Enigma Generation” in partnership with Service Management Group and The Boston Consulting Group, Aug 18,2011
Non brand followers
11.7%
0%
10% 4% 6%
13.9% 12.9%
Wave 6 2011
Brand followers
Male
4%
12% 4%
Wave 5 2010
1-2 times a week
35-74
Gender
6%
N
20%
13%
12.8% 9.4%
30.5% 24.7%
Ja n Fe 201 b 0 M 201 ar 0 Ap 201 r2 0 01 0
North America
3-6 times a week
I find brands on social media sites like Facebook and Twitter annoying
16-34
10.3%
8%
12.2% 9.1%
17.4%
Text message (SMS)
11.8%
12%
Once a day (i.e. approximately 7 times per week)
33.4%
Face to face
Female
10%
10%
30
2%
25%
Asia Pacific
18%
16%
11%
11.3% 7.9%
36.2% When a brand uses social media, I like that brand more
40
16.3%
ov 20 e c 08 2 Ja 00 8 n 20 Fe 0 b 9 20 M a r 09 2 Ap 00 r2 9 M 00 ay 9 2 Ju 00 9 n 2 Ju 00 l2 9 Au 00 9 g 2 Se 00 p 9 2 O 00 ct 9 2 N 00 ov 9 20 09
Europe North America
8%
7
D
Latin America
15%
Multiple times per day (i.e. 7+ times per week)
52.8%
Phone
Social Networking: Share of Total Minutes, Males vs. Females
14%
World-Wide
50
0
6 6
Video sites
I like checking out brands on social media sites like Facebook and Twitter
My personal blog
Post/Letter 10
5
Frequency of Interacting with Content from a Brand They “Like” on Facebook According to US Millennial Consumers vs. Consumers Ages 35-74, June 2011 % of total
10
8
Blogs
Share of Time Spent on Social Networking, Email, and IM
Forum/Message board
7
Mobile phone
Share of Time Spent on Social Networking, Email, and IM
60
20
6
Attitudes Towards Brands on Social Media Sites According to US Millennial Consumers vs. Consumers Ages 35-74, June 2011 % of respondents in each group
Instant Messenger
10
6 5
Newspaper
Wave 5
Social networks
70
16-24 year olds
Magazines
Wave 4
80
Average number of people
GLOBAL 45.1%
FIGURE 3: “Approximately how many people do you stay in contact with in your personal life through the following means?”
But people are spending more time than ever on social networks
FIGURE 1: “Thinking about the internet, which of the following have you done in the last 6 months? - Manage a profile on an existing social network (eg: facebook.com)”
Internet Users 15+ or Internet Users 18+ (denoted with *), March 2010 Source: Video Metrix
10.6% - Recently Produced
* indicates a significiant differrence.
14
Women are Adopting Connected Devices, Especially eReaders
Demographics of Tablet and eReader Owners are Changing Age Distribution of Connected Device Owners 100
People now have many ways to connect with the internet
80 60
Consumers have many means with which to connect with the internet. On average they own four devices of which the majority of them are used to access the internet.
40
5
“Which devices do you own and which have you used to access the internet in the past 6 months?”
20
Laptop / netbook PC
4
2.9
3
Desktop netbook PC
Smartphone (eg: iPhone)
10% 13%
19%
25%
20%
20%
15%
18%
15%
17%
19%
17%
15%
26%
26%
22%
21%
26% 23%
10% 10%
10% 2%
13%
13% 11%
Q3 2010
Q2 2011
Q2 2010
Q2 2011
0
4.1
18%
Smartphone Owners Ages 13-17
Tablet device (eg: iPad)
15% 10% Q3 2010
Tablet Owners
Ages 18-24
Ages 25-34
14%
61% 60
18% 10% 7%
eReader Owners
Ages 35-44
Ages 45-54
Mobile phone
eBook reader (eg: Kindle)
46%
40
49%
42%
39%
30
50%
48%
47%
Ages 55+
Connection Type by Device in the US
2
56%
50
Q2 2011
Find My Way
50%
70
21%
Socialise with Others
55%
Percent of Owners Who Are Female
30%
Q3 2010
Q1 2011
Q2 2011
Ward Off Boredom
FIGURE 28: “You have indicated you own these devices, which of these devices do you think does a good job when you...”
Access Information Quicky Have Fun / Be Entertained
“Hang Out” or Waste Time
Fun
Manage My Life
Portable Games Console Games Console Have Fun /
Relax
45% Organise Something
40%
Be Entertained Portable MP3 / Video Player
Read Content
Mobile
Internet connected TV
Games console
Portable MP3 / video player
Portable games console
Tablet
0 Own
Have used to access the internet
59.7%
40.3%
7.7%
92.3%
Mobile Access
eReader
Organise Something Be Creative
30%
Find My Way
20%
25%
30%
35%
40%
45%
50%
55%
Tablets Tablet Penetration Slowing Catching Up Share of Smartphone Users Across Markets
6.9%
Age 13-17
“Which of the following devices do you own?” Smartphone (e.g: iPhone, Blackberry etc.)
51.0%
SPAIN
28%
45.3%
25.6%
Age 25-34
61%
ITALY
22%
US 44%
38%
21.1%
43.9%
59% 18%
33%
43%
43%
FRANCE
38%
40.0%
GERMANY
67%
28%
27
14%
16%
16.0%
8%
16%
20%
18%
17%
14.6%
Age 55+
19%
12%
US
EU5
48
12%
44% 25%
27%
45%
37%
% own a smartphone 53%
> 60%
37% 26% 38%
50 - 60% 40 - 50%
27%
Percent Composition of Smartphone Users by Age
39% 45%
20% 25% 45% 29% 28%
30 - 40%
23%
8%
96%
97%
95%
91%
55.7%
9%
48.7%
80.0
100% 90%
49% 38%
40.0
23%
80%
29%
70%
19%
20.0
60%
9%
Gen Y
Gen X
Younger Boomers
Own a mobile phone
Older Boomers
Golden Generation
Own a smartphone*
Total US Online Adults
30%
10%
16%
Selected Mobile Activities by Share of Total Mobile Audience Source: comScore MobiLens, 3 mon. avg. ending Dec 2011, US
US
EU5
Canada
Japan
iPhone Top Mobile Apps
Android Top Mobile Apps
YouTube
Google Search
Sent text message
74.3%
84.4%
69.2%
44.4%
Google Maps
Gmail
Took photos
60.3%
59.8%
55.1%
63.9%
Google Maps
Used email
40.8%
30.0%
35.9%
57.3%
Yahoo! Weather
Accessed social networking/blog
35.5%
25.7%
31.2%
19.6%
Pandora Radio
Google News and Weather
Accessed weather
35.2%
23.2%
29.8%
35.1%
Angry Birds
YouTube
Played games
31.4%
27.5%
30.8%
15.3%
Yahoo! Stocks
Pandora Radio
Accessed search
29.5%
20.4%
25.6%
30.8%
ESPN ScoreCenter
Angry Birds
Accessed maps
26.5%
18.2%
21.6%
19.4%
The Weather Channel
Adobe Reader
Accessed news
25.5%
20.0%
20.1%
24.3%
Google Search
Words With Friends
Listened to music
23.8%
27.4%
23.0%
13.3%
Words With Friends
Accessed sports info
21.8%
16.5%
16.0%
19.7%
Netflix
Yahoo! Messenger
Accessed financial news or stock quotes
15.1%
11.3%
11.4%
17.9%
Fruit Ninja
Amazon Appstore
Accessed online retail
12.2%
8.2%
6.1%
10.0%
Google Talk The Weather Channel
4%
13% 18%
11%
Listening to Music
52
Watching Video
51
11% 6% 5% 10% 6%
3%
81
62
54
Create / Edit Files
44 29
21
General Work Use
14
Specific Work Use
17
6%
2%
10 - 15%
12%
14%
14%
5 - 10%
8% 11% 11%
< 5%
4%
5%
36%
40%
41%
6%
12%
5%
30%
25% 17%
17%
9% Dec 2006
Dec 2007
RIM
8% 25% 47%
Dec 2008
Palm
Dec 2009
Microsoft
Female
Male
Any eReader
152
66
Kindle
163
61
nook
202
50
Any Tablet
81
124
iPad
86
116
Dec 2010
IOS
Dec 2011
Android
Do not own a tablet
Male
44%
39%
40%
Female
56%
61%
60%
Average age Average household income Have children under 18
Plan to purchase within 12 months
44
45
44
$109,690
$70,375
$83,740
46%
37%
44%
Note: read as out of total tablet owners 44% are male, the average age of is 44, average income is $109,690 and 46% of all owners have children under 18. Source: Bizarre Insights and Forrester Research, “The Emerging Tablet Market: What Online Retailers Need to Know,” May 1, 2011
Agreement with the Following Statements Regarding an iPad or Tablet
Latin America
Own a tablet Gender
Note: read chart as females are 52% more likely to own an eReader than males and males are 24% more likely to own a tablet than females. Source: GfK MRI, “Survey of the American Consumer” as cited in press release ,June 30, 2011.
When accessing your mobile, which is your primary location?
Asia Pacific
Demographic Profile of Online Buyers in North America Who Own a Tablet, April 2011
29%
6%
Europe
60%
32%
26%
34%
Symbian
70%
3%
16%
18% 35%
0%
US Top Mobile Apps for iPhone and Android by Unique Active Users (Age 18+)
Yahoo! Mail
31%
28%
20%
Source: comScore Mobile Metrix 2.0, Beta Data, Dec 2011, US
Facebook Messenger
28%
4%
4%
Dec 2005
Movies by Flixster
8%
40%
Base: 57,924 US online adults * Base: 53,708 US online adults with a mobile phone
10%
26%
50%
0.0 Gen Z
12%
US Consumers Who Own a Tablet or eReader, by Gender, April 2011 index
US Smartphone Market Share by OS Expanded Trend Source: comScore MobiLens, 3 mon. avg. ending Dec 2011, US
58% 47%
44.3%
93%
89%
12%
15 - 20%
51.3%
Male
40%
82%
60.0
6% 6% 5%
> 20%
11% 34%
6%
11%
15%
11%
Female
100.0
11%
12%
% own a tablet device
24%
42%
< 30%
10%
Source: comScore MobiLens, 3 mon. avg. ending Dec 2011, US and EU5
22%
41%
44%
14%
24% 16% 36%
36% 42%
54 52
12%
35 %
34%
Reading eBooks, News, Magazines
19%
22%
34%
54
Playing Games
41
17%
19%
21%
18.9%
37.0%
40%
62%
46
8%
33%
15.6%
Age 45-54
41.8%
37%
37%
47%
10% 12%
22.0% 20.7%
Age 35-44
68
Social Networking
55
14.4%
28%
CANADA
Tablets Web Browsing
81
17.2%
Age 18-24 51.3%
UK
Traditional PC
“Which of the following devices do you own?” Tablet devices (e.g: iPad, Samsung Galaxy etc.)
7.6%
Source: comScore MobiLens, 3 mon. avg. ending Dec 2011
Creation
Although we can see that smartphone penetration is growing rapidly
44%
Action
% Tablet owners
WiFi Access
Smartphones 45%
Get Something Done
Organisation
20%
Source: Nielsen
eBook Reader
Tablet Device
Tablets are better when you want to...
Research Something Thoroughly
Read Content Make a Purchase Smartphone Explore the World Around Me
Internet Connected TV
Manage My Life
25%
Tablet
Watch Content Laptop / Netbook PC
Watch Content
Make a Purchase
Smartphone
Desktop PC Research Something Access Information Thoroughly Quicky
Mobile Phone
Be Creative
Source: comSource Device Essentials, Dec 2011, US
1
Learn Somthing New
“Hang Out” or Waste Time Socialise with Others
Learn Somthing New
35%
Ward Off Boredom Relax
Explore the World Around Me Play a Game
Get Something Done
Information Play a Game
Consumption
Average number of devices owned and used to access the internet
16%
Connecting devices to experiences
Smartphones are better when you want to...
% Smartphone owners
Mobile devices
Tablet is defacto way to shop when away from home
Tablet mobility leads to purchasing more products
North America
50%
Whilst travelling or roaming 23%
40%
Enhanced viewing of products makes shopping more interesting
At home 33%
Better interaction with a product aids purchasing decisions
30% Ideal for purchasing from my favourite catalogs and retailers
20%
Public place 27%
10%
At work 17%
Wave 1
Ideal for browsing my favourite catalogs and retailers
Ideal for researching products before making final purchase
0% Wave 2
Wave 3
Wave 4
Which of the following have you done on the internet via your mobile phone in the past six months? Browsed the internet (% of internet users globally, Wave 5)
Wave 5 (% of mobile internet users globally, Wave 5)
0%
25%
Strongly to Somewhat Agree
50% Neutral
75%
100%
Somewhat to Strongly Disagree
15
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