Olay: eWho Digital Audit Report

Page 1

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

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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

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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.

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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

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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

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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.

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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

Email

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

Email

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%

Email

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%

Facebook

Google Maps

Used email

40.8%

30.0%

35.9%

57.3%

Yahoo! Weather

Facebook

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

Twitter

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

Email

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

Twitter

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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