Mobile first! Presentatie Martin Warmelink tijdens Digital Marketing Live! 2013 in de Westergasfabriek in Amsterdam.

1. The Mobile revolution;
impact for marketeers
Martin Warmelink
Client service director and Digital Lead
TNS Nipo
©TNS 2012

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3. Smartphone ownership Tablet in household
60%
50%
40%
30%
20%
55% 60%
50%
40%
30%
20%
30%
2012 sales
10% Smartphone %: 67% 10%
0% OS: 0%
2009 2010 2011 2012 - Android 65% 2009 2010 2011 2012
- IOS 25%
- Blackberry 5%
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5. Backgrounds
20th of April - 20th of May 2012.
Android (High End) n=432
Android (Low End) n=338
BlackBerry n=99
iPhone n=243
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6. Communication overview
0,8
Daily application face time Communication market face time during the day
(# minutes per user per day) (# minutes per user throughout the day)
mins.
0,4
0
mins.
Voice SMS IM E-mail Personal networking
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7. Quiz:
How much time spent on apps and mobile websites per
day?
(excluded Voice, SMS and system apps)
a. Less than 15 minutes
b. Between 15 and 30 minutes
c. Over 30 minutes
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8. Applications
and online
websites
account for an
average of
42
minutes
of market face
time per day for
smartphone
users
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9. Total fixed internet usage before and after smartphone purchase
Moment of 1st
smartphone
purchase
Pre-purchase period Post-purchase period
(# months before) (# months after)
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10. Total fixed internet usage before and after smartphone purchase
Moment of 1st
smartphone
purchase
Pre-purchase period Post-purchase period
(# months before) (# months after)
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11. Fixed internet usage before and after purchase
Average # of minutes per user over 6 months period
Base: smartphone owners
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12. Quiz:
Who spends most time on the internet on their device?
a. Blackberry users
b. Android users
c. iPhone users
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13. Applications
and online
websites
account for an
average of
1. Android High – 48 minutes
2. Android Low – 41 minutes
42
3. Blackberry – 36 minutes minutes
4. iPhone – 33 minutes of market face
time per day for
smartphone
users
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14. Consumer
Segmentation for
Dummies
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15. 19
18
32
13
Social networking & connecting
Email Communication
Multi-media & entertainment
Online gaming
Total/Day Entertainment
Personal interest
42 Shopping
Knowledge & education Information
News, sport & weather
12
11
mins. Personal admin
0,1
7
Planning and organising Management
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16. Quiz:
On which device do people spend more time?
a. Smartphones
b. Tablets
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17. Applications and
online websites
account for an
average of
22
minutes
of market face time
per day for iPad
users
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18. Quiz:
What is the biggest activity on iPads?
a. Multimedia
b. Social
c. Gaming
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19. Total/Day Total/Day
22 42
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21. “Mobile is not always mobile”
Total daily
market time
WiFi
25 minutes
a day
3G
17
minutes
a day
*
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22. Quiz:
App vs. web
a. 55% apps
b. 75% apps
c. 95% apps
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23. Mobile is app...
95%
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24. A lot of time spent on a small number of apps
100%
Apps Web sites
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
1 10 100 1.000 10.000
Total spend time (hours) (App) Total spend time (hours) (websites)
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26. 27% 20%
Convenience
Experience
16%
13%
Independence
Transparency
18%
8%
Relevance
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27. 6 ingredients for a mobile strategy
1. Build consumer journeys
2. Formulate KPI’s and how to measure
success
3. Create a uniform brand experience
across platforms
4. Begin with a responsive website
5. Maybe then apps….
6. Launch and iterate
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29. Thank you
Martin Warmelink
Client service director and Digital Lead
TNS Nipo
+31 653720496
Martin.warmelink@tns-nipo.com
©TNS 2012