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  • 1

    Copyright © 2010 The Nielsen Company. Confidential and proprietary.

    Title of Presentation Copyright © 2012 The Nielsen Company. Confidential and proprietary.

    Courting Today’s Mobile Consumer

    July 18, 2012

    Dan Lee Director of Product, Digital

    Nielsen

    Presented by

  • 2

    Copyright © 2012 The Nielsen Company. Confidential and proprietary.

    Consider…JUST 5 years ago

    How things have changed…even in the past year!

    The first iPhone was just released – Android

    was still a vision for the future

    Smartphone penetration was in single digits

    The first iPad was still ~ 3 years away

    Phones were primarily used for phone calls

    Source: Nielsen

  • 3

    Copyright © 2012 The Nielsen Company. Confidential and proprietary.

    Agenda

    Who is the mobile consumer? 1

    What is the mobile consumer doing on their device?

    2

    How does mobile compare to TV and Online? 3

    How do consumer’s feel about advertising on their mobile devices? 4

  • 4

    Copyright © 2012 The Nielsen Company. Confidential and proprietary.

    Who is the mobile consumer?

  • 5

    Copyright © 2012 The Nielsen Company. Confidential and proprietary.

    What are mobile consumers using today?

    29% 31% 30% 35% 36%

    38% 37% 38% 41% 42%

    43% 44% 44% 46%

    48% 48%

    51% 52% 53% 55%

    71% 69% 70% 65% 64%

    62% 63% 62% 59% 58% 57% 56% 56% 54%

    52% 52%

    50% 49% 48% 47%

    45%

    O c t-

    1 0

    N o v -1

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    J u

    l- 1

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    A u g

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    2

    Smartphone & Feature Phone Penetration, US Mobile Subscribers Ages 18+

    Smartphone

    Feature phone

    Source: Nielsen Mobile Insights

    They are now mostly smartphone owners

  • 6

    Copyright © 2012 The Nielsen Company. Confidential and proprietary.

    59% 60%

    47%

    31%

    22%

    16%

    67%

    72%

    58%

    46%

    34%

    25%

    74%

    81%

    76%

    61%

    51%

    42%

    Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-64 Ages 65+

  • 7

    Copyright © 2012 The Nielsen Company. Confidential and proprietary.

    NUMBER OF

    ANDROID & iOS USERS

    PERCENTAGE OF

    APP DOWNLOADERS WITH ANDROID AND iOS PHONES

    49M 90M

    80% 92% APP APP June 2011 June 2012

    May 2011

    May 2012

    Consumers continue to adopt Android and iOS devices

    Source: Nielsen Smartphone Analytics

  • 8

    Copyright © 2012 The Nielsen Company. Confidential and proprietary.

    Males tend to be first adopters, but females are quick to catch up

    Gender can impact how consumers interact with apps

    53%

    58% 58% 56%

    58%

    50%

    55% 51% 52%

    55%

    Facebook YouTube Google Search

    Pandora Radio

    Twitter

    Mar-11 Mar-12

    47% 42% 42% 44% 42%

    50% 45%

    49% 48% 45%

    Facebook YouTube Google Search

    Pandora Radio

    Twitter

    Mar-11 Mar-12

    44%

    58% 56%

    42%

    Low (bottom third of app

    users)

    High (Top third of app

    users)

    Female Male

    Male Share of Top Apps

    Female Share of Top Apps

    Gender Share by Usage Segment

    Source: Nielsen Smartphone Analytics

  • 9

    Copyright © 2012 The Nielsen Company. Confidential and proprietary.

    Age Distribution Low App Users iOS Smartphone Analytics May 2012

    Mobile consumers ages 25-44 make up a majority of the high usage segment

    Ages 18-24 10%

    Ages 25-34 21%

    Ages 35-44 17%

    Ages 44-54 19%

    Ages 55+ 32%

    Age Distribution High App Users iOS Smartphone Analytics May 2012

    Ages 18-24 19%

    Ages 25-34 34%

    Ages 35-44 25%

    Ages 45-54 12%

    Ages 55+ 9%

    Source: Nielsen Smartphone Analytics

  • 10

    Copyright © 2012 The Nielsen Company. Confidential and proprietary.

    Key Takeaways

    Majority Smartphones = Big

    Mobile Media Usage Gains

    Android and iOS continue to dominate reaching 90M users

    in the U.S.

    Who is the mobile consumer?

  • 11

    Copyright © 2012 The Nielsen Company. Confidential and proprietary.

    What is the mobile consumer doing on their device?

  • 12

    Copyright © 2012 The Nielsen Company. Confidential and proprietary.

    How are Mobile consumers spending their time?

    …are increasingly

    embracing mobile

    media services

    54

    109

    2011 2012

    Total Mobile App Duration on Android & iOS (Billions of Minutes Per Month)

    Nielsen Smartphone Analytics May 2011 – May 2012

    +102%

    U.S. Mobile subscribers are

    engaging in:

    • Mobile Internet Browsing grew

    from 98 million to 129 million

    • Mobile App Downloads grew

    from 41 million to 72 million

    U.S. mobile subscribers are avid app users …

    Source: Nielsen Smartphone Analytics and Mobile Insights

  • 13

    Copyright © 2012 The Nielsen Company. Confidential and proprietary.

    PROPORTION OF TIME SPENT

    TOP 50 APPS TIME SPENT ON

    APPS VS. WEB

    72% 56% 81% 72%

    May 2011

    May 2012

    May 2011

    May 2012

    Consumers spend the majority of time on apps and are diversifying the range of apps used

    Source: Nielsen Smartphone Analytics

  • 14

    Copyright © 2012 The Nielsen Company. Confidential and proprietary.

    Poll Question

    Which of the following categories do you think has had

    the biggest percentage growth in the past 12 months?

    Just to clarify, we’re not talking absolute growth in

    terms of unique users, but growth percentage.

    a) Commerce & Shopping

    b) Communication (e.g. Email, messenger apps, Skype etc.)

    c) Entertainment

    d) Finance

    e) News & Information

    f) Photography

    g) Social Networking

    h) Travel

  • 15

    Copyright © 2012 The Nielsen Company. Confidential and proprietary.

    Consumers are pushing apps into the mainstream at a fast pace

    2011 Growth Rate of Mobile App Unique Audience by Category on Android or iOS Smartphone Analytics May 2012 vs. May 2011

    Instagram added 13m users in

    the past year and has grown

    270% in the past 3 months

    In the past year Amazon

    Mobile added 8m users while

    Amazon App Store added 6m

    and eBay added 5m

    59%

    84%

    85%

    89%

    90%

    98%

    105%

    116%

    123%

    Social Networking

    Total Mobile Universe

    Entertainment

    Commerce & Shopping

    News & Information

    Communication

    Finance

    Travel

    Photography

    Source: Nielsen Smartphone Analytics

  • 16

    Copyright © 2012 The Nielsen Company. Confidential and proprietary.

    Distribution of Time Spent in

    Apps on Android and iOS Smartphone Analytics, March 2012

    Consumers are driving a lot of movement in the top 50 apps

    Change in App Ranking Year over Year -Top

    50 Android and iOS Apps Smartphone Analytics, March 2011 – March 2012

    “All Other

    Apps”

    26% a year ago

    Source: Nielsen Smartphone Analytics

  • 17

    Copyright © 2012 The Nielsen Company. Confidential and proprietary.

    Facebook

    Twitter

    YouTube

    Gmail

    Pandora

    Radio

    Words

    with

    Friends

    Draw

    Something

    Free

    Google

    Maps

    Google

    Search

    The

    Weather

    Channel

    Weather

    Instagram

    12 of the top 15 apps have a social and/or local component

    Consumers are using their mobile devices to stay social and local

    Mobile Apps and the Social / Local Intersection

    Social

    Local

    Source: Nielsen Smartphone Analytics

  • 18

    Copyright © 2012 The Nielsen Company. Confidential and proprietary.

    iPhone / Android Active App User Audience18+ (000)

    Select iPhone / Android Games Combined Unique Audience (000)

    The growth of selected mobile games is outpacing Android and iOS growth

    Unique Audience on Android and iOS Mobile NetView 3.0

    77% growth

    among

    selected

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