The document discusses permission-based marketing (PBM) opportunities in the UK mobile landscape. It provides key usage numbers that show growing mobile internet and app usage. The document recommends developing an entry-level PBM strategy and notes that males and smartphone users are more receptive to mobile marketing. It forecasts over 34 million opt-in users for mobile marketing by 2014, indicating continued growth in the space.

2. the PBM landscape:
UK opt-in opportunity
Nick Lane, chief strategy analyst,
Gavin Patterson, chief markets analyst
All data/forecasts contained in this presentation copyright of
mobileSQUARED unless stated otherwise. Data from Mobile Consumer
Trends database

3. About mobileSQUARED
Specialists in mobile consumer engagement
We do it using Mobile Consumer Trends, the only forward-looking mobile
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and consumer research.
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We create the Then segment • Advertising Then • Device type Then we
mobile market the data by • Apps by • Age forecast
forecasts • Internet • Gender
• Messaging • Location
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4. The United Kingdom of Spam?
8 million spam a day (DMA)
= 2.9 billion per year
= £87.6 million @ £0.03
35 spams per year p.p.
= 1 spam every 10 days

5. Moving house?

6. The power of now

7. The power of now

8. The power of now
Latest addition
IN-APP NOTIFICATIONS
The 2 phases of PBM
Entry-level
Conversational
We’re now
programmed to
communicate in
140 characters

9. Permission-Based Marketing
Entry-level = Messaging/in-app notification
Conversational

10. Key usage numbers (4Q2011)
Mobile internet users 30.19 million
App users 25.24 million
Mobile Ad reach 18 million
M-commerce 20.76 million
Opt-in marketing million
73 million total messaging devices
Nb all MCT data based on 18-64 year olds

11. 79.9%
30mn sales; +80% contract; +55% prepay
24.3%

12. 9.83mn
51.4%
14.59mn
53.4%

13. Sex:
Male
Age:
45-54
Lives:
Border region
Uses:
Featurephone

14. 7.28mn
55.1% 7.31mn
50.7%

15. 53.7% 51.6% 55.3%
51.8%
51%

16. 8,000,000
6,000,000
4,000,000
6.17mn 7.83mn
2,000,000 54% 53%
0

17. UK mobile usage landscape 4Q11 7% /
44%
11% / 1% / 71%
53% 5% /
61%
2% /
57% 10% /
5% / 57%
6% / 44%
46%
7% /
58%
14% / 18% /
12% / 61%
52% 41%

19. London, 4Q11 Total opt-in
2694,752
60.6% responded
By age
18-24 – 412,297 / 56%
25-34 – 571,287 / 57%
35-44 - 609,014 / 56%
45-54 - 595,540 / 58%
55-64 – 506,613 / 56%
By gender
Male – 1,344,681 / 57.8% By income
Female – 1,350,071 / 55.6%
ABC1 - 1,494,779 / 56.7%
C2DE – 1,199,973 / 57.1%

20. Conclusion
Develop an entry-level PBM strategy with a view to
evolving to conversational marketing
Males more receptive to mobile marketing
Greater interaction/engagement on iPhone
Smartphones to overtake featurephones in 2012 –
providing a richer engagement
Growth will only accelerate
Opt-in user volume = 34.4 million in 2014
Nick Lane
Gavin Patterson
mobileSQUARED
nick@mobilesquared.co.uk
gavin@mobilesquared.co.uk
+44 118 977 6902
Source: Mobile Consumer Trends, in association with