iab nz mobile overview oct 2011

8/2/2019 IAB NZ Mobile Overview Oct 2011

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IABNZ presentsMobile Overview

October 2011

www.iab.org.nzrepresenting NZ's fastest growing and exciting industry 1


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we have so many options


Source: Nielsen National Readership Survey January 1995 to December 2010 | Target : Main Household Shopper used as a

surrogate for Household Market


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It use to be sheep, now its phones!


Source: Google Feb 2011

There are more mobile phones in New Zealand than people!

NZ Population:

4.3 Million

Mobile phone subscribers:

4.6 Million


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quick facts Total handsets in the NZ market:

Over 100% penetration of mobile handsets of all types inmarket in New Zealand

Mobile carrier market share:

The mobile carriers market is roughly split -

45% on Telecom,45% on Vodafone, &

10% with 2 degrees

Smartphone penetration:

Of the over 4.5m phones in market, its estimated:800,000 are Smartphone's:

250,000 are iPhone/iPad

150,000 are Android

www.iab.org.nzrepresenting NZ's fastest growing and exciting industry 4Source: Telecom/Vodafone 2011


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globally

In many countries, Mobile advertising has been limited

by widely varying device interfaces and capabilities, (and

thus consumer experiences), but as the audience base

of consumers with smartphones and mobile broadband

is becoming larger, the advertising opportunity has

become much clearer.

Although mobile media should increasingly converge

with conventional fixed-location web content in the

future, there will be growth for the medium on a stand-

alone basis for many years.

Global mobile advertising should rise from USD$2.7

billion in 2011 to USD$6.6 billion by 2016, average

growth of 19.4% each year.

Future growth is only constrained (mathematically) by

the presence of an established mobile advertising sector

in the worlds largest market today, Japan.

5www.iab.org.nzrepresenting NZ's fastest growing and exciting industry

Source: Magnaglobal


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forecast


Source: Magnaglobal

In New Zealand we are forecasting mobile ad spend to be approx. $500,000 for

year end 2011


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Smartphone's and mobile advertising in

the UK


Source: Enders Analysis

Smartphone's arerapidly moving to

become a majority of

UK mobile handset

sales, driving a surge in

mobile internet use.Even if usage per user

(currently growing)

flattens out, we forecast

mobile internet usage

to grow from 1.8bnminutes in 2010 to 7bn

in 2015: 28% of total

online time


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top mobile browsers in NZ Sept 2011


Source: http://gs.statcounter.com


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mobile use in NZ...

23% have used their mobile to cheat in a pub quiz

35% update their social networking sites from their mobiles

everyday

45% say they are the first to know something because of

mobile Internet

38% used the mobile Internet to settle an argument

41% said they check the Internet while on the loo


Source: Vodafone Internet Survey 2010


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mobile NZ

Source: Research International Mobile Life 2011


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mobile usage in NZ


Mobile phone use

has almost doubled

in the last ten years

42% of all New Zealanders 10+ say

that they now use their mobile

phone more than their home

phone

Base: All People 10+ (3,721,000)

Sample: 12,000

Source: Nielsen Consumer Media Insights Q1 Q4 2010


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smartphone penetration




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m-commerce


The most common items purchased via mobile are:

Clothing / shoes / accessories4% of online shoppers

Flights 4% Accommodation 3%

Food and beverage (e.g. fast food) 3%

CDs, books, magazines, DVDs 2%

Car hire 2%

Event / concert / movie tickets 2%

Early adopter only at this stage. 10% of internet-enabled mobile

users have purchased items online via their mobile which are notfor use on the device. (12% of online shoppers)

What of the impact of iPads and other table devices? -

Predicted to nearly triple in penetration this year to 143,000

Source: Nielsen Online Retail Report, 2011


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Mobile Acquisition &

Smartphones in NZ


448,000 (15%) NZers 10+ regularly use

Smart Phone capabilities

Younger age groups: 44% aged under 25

(182)

Higher household incomes: 27% have a

household income of $100,000+ (115)

20% are in the top three occupations

(115) and 25% are students (175)

59% live in Metropolitan areas(113)

Ethnically diverse: 17% identify as Maori

(133), 10% as Pacific Islanders (155) and

15% as Other ethnicities (120)

Base: Use Mobile Phone and 10+ (2,985,000)

Sample: 9,372

Source: Nielsen Consumer Media insights Q1 Q4 2010


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Mobile Internet Audience Measurement Service NZ MI

Mobile Traffic to Mobile Sites Top Five


Name PublisherAverage DailyUB

PageImpressions

Average SessionDuration

stuff.co.nz mobile Fairfax NZ Limited 50,357 6,361,194 04:30

nzherald mobile APN Holdings Ltd 28,717 4,148,143 06:21

metservice mobile Meteorological Services of NZ 10,570 1,292,360 03:28

TVNZ mobile Television New Zealand 3,273 370,884 04:08

Yellow pages mobile Yellow Pages Ltd 1,570 136,229 03:00

Source: Nielsen Mobile Market Intelligence July 2011


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Websites accessed by Mobile Phone July 2011


Source: Nielsen Market Intelligence, NZ Domestic Traffic July 2011

The number one ranking is

computerworld.co.nz because

42.5 percent of its unique

browsers meet the

demographic requirement,

even though their total number

of matched unique browsers

equals 14,431. On the other

hand, gameplanet.co.nz is in

fourth place because 36.2

percent of its unique browsersmeet the demographic

requirement, even though their

total number of matched

unique browsers is nearly twice

that of computerworld.co.nz.

To put these numbers into

perspective, the proportion of

New Zealand Internet users

who have accessed the

internet via a mobile phone in

the previous four weeks is

currently 22.1 percent.


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Vision: We will foster world-leading standards by developing, innovating,

educating and growing the interactive advertising industry in New

Zealand.

Mission: Support IAB members to fulfil our vision

Marketing Activities:

IAB/PwC Ad Spend Report

Case Studies

Events / Networking

Creative Awards

Mobile

Strategy Statement: Grow our industry by providing sound governance, a member Code of Practice,

and marketing the value and effectiveness of online advertising

Marketing Objective:

To grow the share of online advertising to

18% by 2013, by promoting the value and

effectiveness of the medium

Governance Objectives:

1. To create an IAB self-regulated Code of Practice

that demonstrates a commitment by the IAB and its

Members to follow the ethical standards and best

practices, evidenced by the Code, at all times

2. To continue to increase direct value to members

Governance Activities:

Code of Practice

Standards & Guidelines online & video ad standards;

behavioural targeting guidelines; agency online

accreditation form

Value Propositions

Measurement (subject to additional funding)

About IAB NZ

iab nz mobile overview oct 2011

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