china mobile media consumption study (wave 2) nov 2012_decision fuel

MOBILE MEDIA CONSUMPTION IN CHINA: A ‘NEW WAVE’ TAKES SHAPE

Wave 2: October 2012

• Founded and headquartered in Asia, with

offices in Hong Kong, Shanghai and

Singapore

• Independent mobile research specialist –

providing effective and actionable research

insights via mobile technology

• Tailored, high-quality and rapid-turnaround

approach

• Highly experienced team with extensive

regional credentials over past 12+ years

• Deep expertise in research insights:

– Research design & execution

– Sophisticated analytics

• Powerful research platform:

– Ability to deploy very rapidly, flexibly

bite-sized mobile research

• Over 93bn ad impressions; 578mn unique users

monthly

• Live in 165 countries; 13,000+ Sites & Apps

• $US 215mn funding – Softbank, KPCB, Sherpalo

• Acquired Sprout – Leading Innovator in Rich

Media Ads & HTML 5

Decision Fuel: a simple, clear and

compelling solution

BITE-SIZED: ‘Small is beautiful’

• Short surveys delivered over

mobile

• Typically <3mins to complete

• Fast design, fast launch, and

fast results

• Affordable

• Maximum engagement,

minimum respondent fatigue

• ‘In the moment’ research

opportunities

• Enables flow of information

direct from consumer-to-client

• Virtually any topic or any

market

• High penetration

• All demographics –

particularly in emerging Asian

economies

• ‘Always-with’ technology

• Works on feature & smart

phones

• Incentives linked to (and

fulfilled using) the mobile

device (eg credit)

• End-to-end service: surveys,

sample, fieldwork, analytics

• Professional quality

• Self-serve client model & fully

automated platform

• Flexible product features &

project scope

• Built by research buyers, for

research buyers

• Range of products designed

for real buying situations

MOBILE: Unparalleled consumer access

RESEARCH: Trusted data. Automated insight.

4

Versatile Platform: A Variety of Ways to Use

Decision Fuel

Decision Fuel’s bite-sized insights product meets a range of unmet needs.

It is highly complementary to existing formats of market research. 5

Panels of mobile phone

respondents recruited and

managed directly by

Decision Fuel

Extensive baseline data on

all panelists

Tailored recruitment for one-

off pieces of research

Ability to deploy rapidly in all

major global markets

Project-specific recruitment

(e.g. through mobile

advertising)

Creation and management of

panels for individual clients

Can recruit specifically for

client or use existing client

database

Short-term or long-term

panels

Surveys recruited and

deployed during an event

Surveys with in-the-moment

triggers

Can also capture event-

based ROI

Decision

Fuel Panels

Event-Based

and in-the-

Moment

Client

Proprietary

Panels

Ad Hoc

Research

Understand mobile media

consumption and how

it’s changing…

Wave 2 research*;

recruited via InMobi global

mobile ad network,

conducted over Decision

Fuel mobile platform

OBJECTIVES

China, India, Japan, Korea,

Singapore, Australia and

New Zealand

15,000 respondents

14 key markets globally

7 markets in Asia

8,500+ respondents

*Wave 1 research was conducted between Nov’11-Jan’12; Wave 2 research was conducted in Sep’12

GENERAL MEDIA CONSUMPTION

140

111

60

52

30 20

6.9 HOURS OF MEDIA PER DAY

THE AVERAGE MOBILE WEB

USER IN CHINA CONSUMES

Using mobile (ex SMS/calls)

Watching TV

Listening to Radio

Online via desktop/laptop

Reading Magazines

/Newspapers

Sample size: n=2,001

Tablet devices minutes

minutes

minutes

minutes

minutes minutes

27%

24%

28%

28%

27%

22%

21%

24%

28%

28%

27%

23%

24%

24%

13%

12%

16%

21%

22%

24%

23%

21%

34%

25%

22%

22%

24%

25%

23%

24%

25%

26%

22%

23%

15%

19%

15%

15%

17%

22%

17%

18%

18%

7%

7%

8%

5%

12%

5%

8%

6%

4%

6%

8%

7%

11%

12%

9%

13%

11%

8%

7%

11%

9%

9%

6%

7%

8%

8%

10%

7%

9%

Germany

France

Nigeria

Kenya

South Africa

Australia

New Zealand

Korea

Japan

India

China

Singapore

Using Mobile (excluding SMS/Calls) Online via desktop/laptop Watching TV

Listening to Radio Using a tablet device Reading Newspapers/Magazines

Sample size: Australia n=1,008; China n=2,001; France n=626; Germany n=411; India n=2,004; Japan n=1,010; Kenya n=1,027; Korea

n=1,381; New Zealand n=753; Nigeria n=1,053; Singapore n=757; South Africa n=682

7.8

6.9

6.2

5.9

5.7

7.8

7.5

9.1

8.3

6.9

7.3

6.5

Total Media

Time Spent

(Hours)

Mobile takes up a fair share of media time

(similar to Online & TV) across various markets

54% of mobile web users engage in mobile activities while watching TV

Mobile TV


15%

13%

15%

15%

17%

31%

32%

50%

Other

Shopping online

Searching for information about products you see on TV

Searching for information about the show you are watching

Seaching for content not related to what you are watching

Playing games or listening to music

Social Networking (e.g. Facebook, Twitter, etc.)

Text messaging/ Instant messaging


How do you typically use your mobile while watching TV? Please select top 2

Text messaging is the key activity while watching TV,

followed by social networking and games / music

DIGITAL MEDIA CONSUMPTION: PC VS MOBILE

21% 50% 24% 5%

Mostly via

desktop

Evenly split

between both

Mostly via

mobile

29% of mobile web users now use

mobile as either their primary or

exclusive means of going online

‘How do you typically go online to surf the web?’

Only via

mobile


20%

22%

2%

7%

4%

22%

21%

21%

10%

16%

12%

12%

40%

36%

15%

32%

23%

46%

39%

50%

43%

44%

39%

29%

26%

25%

60%

36%

43%

24%

26%

24%

34%

28%

26%

31%

14%

17%

23%

25%

30%

9%

14%

5%

13%

13%

23%

28%

France

Germany

Kenya

South Africa

Nigeria

New Zealand

Australia

China

Korea

Singapore

Japan

India

‘How do you typically go online to surf the web?’

Mobile is becoming a major component of internet behavior



Mostly via

desktop/laptop

Evenly split

between mobile

and desktop/laptop

Mostly via mobile Only via mobile

MOBILE MEDIA BEHAVIOURS

WHERE?

42% in a meeting or class

50% social

event

94% Waiting

for something

91% Lying in bed

54%

Spending time

with family

17% in the bathroom

66% Commuting

48%

Shopping

54% While

watching TV

Sample size: n=2.001

Mobile is becoming an important companion,

particularly for the in between times

WHAT?


SHARE OF

MOBILE ACTIVITIES

MOBILE MEDIA BEHAVIOURS: ADVERTISING

27%

24%

32%

17%

No opinion, I don't think much about ads on my phone

Less comfortable, I find them intrusive

Equally comfortable, I'm getting used to seeing them

More comfortable, I find them to be very useful

Compared to other forms of advertising like TV or online, how comfortable

are you with mobile web and mobile app advertisements (not SMS)?


of mobile users are as comfortable with mobile

advertising as they are with TV or online advertising 49%

40%

34%

22%

19%

11%

In an app On a search engine On a video website On a retailer website Others

I have noticed advertising on my mobile device before …


of mobile web users claimed they have noticed

mobile advertising via the following channels… 81%

Mobile is catching up to TV and desktop/online

in impacting purchasing behavior

0% 10% 20% 30% 40% 50% 60% 70%

16%

Which two forms of media most impact your purchasing decisions?

67%

33%

24%

4% 25%


31%

Mobile could influence consumers’ purchasing behavior

even in this early stage of mobile evolution

Awareness

Favorable opinion

Consideration

Shopping

Sale

Introduced you to something new (78%)

Helped you find something nearby (66%)

Provided you with better options (63%)

Influenced your in-store purchase (46%)

Caused you to reconsider a product (54%)

Influenced you to buy via your mobile (48%)

Has mobile advertising ever:


MOBILE MEDIA BEHAVIOURS: COMMERCE & SHOPPING

17%

20%

21%

34%

35%

Travel (e.g. train tickets)

Entertainment (e.g. movietickets)

Financial (bill payments,peer-to-peer payments,

etc.)

Physical goods(electronics, clothes, etc.)

Digital goods (apps,games, e-books, music,videos, ringtones, etc.)

Commerce behavior is extending past digital goods, and now

includes physical goods, entertainment and bill payments

64% have spent

money on an activity

via mobile

Sample size: n 2,001

72%

67%

64%

62%

61%

70%

70%

78%

70%

66%

57%

50%

Korea

Japan

China

Singapore

India

New Zealand

Australia

Kenya

Nigeria

South Africa

France

Germany

Have you ever purchased any good or products via your mobile?



81% of consumers plan to conduct mobile commerce in the

next 12 months, a 17% increase from where we are today.

81% are expected to spend

money on an activity via mobile

in the next 12 months


For further information or requests for

detailed information on any of the countries

surveyed or specific consumer segments,

please contact:

Min Yoo

([email protected])

Aileen Ku

([email protected])

mailto:[email protected]




china mobile media consumption study (wave 2) nov 2012_decision fuel

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