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IDG MOBILESURVEY 2014

EMEAB2B

IDG MOBILESURVEY METHODOLOGY

SURVEY METHODCOLLECTION: ONLINE SURVEYNO. QUESTIONS: 49 (INCL. DEMOGRAPHICS)INCENTIVE: iPAD MINI

SURVEY SAMPLEFIELD WORK: MARCH - MAY 2014MAJOR REGIONS: 6COUNTRIES: 43IDG WEBSITES: 189

NUMBER OF RESPONDENTSWORLDWIDE: 23,556WESTERN EUROPE: 14,658Western Europe B2B 3,938

THE MOBILE EVOLUTION

MOBILE EVOLUTION:OUR LIVES

EVOLUTION OF THE LIVING ROOMYOU SCREEN… I SCREEN… WE ALL SCREEN

Q9. WHEN USING YOUR SMARTPHONE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR SMARTPHONE)

Q33. WHEN USING YOUR TABLET DEVICE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR TABLET DEVICE)

Q34. WHICH OTHER DEVICES/ SCREENS DO YOU USE AT THE SAME TIME AS YOUR TABLET DEVICE?

YESTERDAY TOMORROWTODAY

71%UK

ES

FR

DE

68%

68% 67%

66% 64%

65% 59%

50% 50%

NL

UK

FR

NL

DE

ES

USE TABLET& OTHER DEVICES

65% 63%

USE SMARTPHONE & OTHER DEVICES

TABLET SMARTPHONE

EVOLUTION OF THE LIVING ROOMYOU SCREEN… I SCREEN… WE ALL SCREEN

Q9. WHEN USING YOUR SMARTPHONE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR SMARTPHONE)

Q33. WHEN USING YOUR TABLET DEVICE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR TABLET DEVICE)

Q34. WHICH OTHER DEVICES/ SCREENS DO YOU USE AT THE SAME TIME AS YOUR TABLET DEVICE?

USE TABLET& OTHER DEVICES

65% 63%USE

SMARTPHONE & OTHER DEVICES

TABLETS ARE USED AT THE SAME TIME

AS...

TV / TELEVISION90%

SMARTPHONE52%

LAPTOP COMPUTER42%

DESKTOP COMPUTER23%


TABLET SMARTPHONE

Q11. IN GENERAL ARE THE ACTIVITIES ON THE DEVICES RELATED OR UNRELATED?Q6. DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR SMARTPHONE?Q31. DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR TABLET DEVICE? Q8. IS A SMARTPHONE YOUR PRIMARY DEVICE WHEN USING SOCIAL MEDIA?

EVOLUTION OF THE LIVING ROOMMOBILE DEVICES ARE DISRUPTIVE...

…AND HAVE CHANGED HOW WE SOCIALIZE

UNRELATED ACTIVITIES ON MULTIPLE DEVICES86%

USAGE SOCIAL NETWORKING SITES

OR APPS

80%

SMARTPHONE

73%

TABLET

SMARTPHONE PRIMARY DEVICE FOR SOCIAL MEDIA50%



77%ES

NL

FR

DE

86%

75%

79%71%

79%71%

77%67%

81%UK

ES

UK

FR

DE

NL

USE SOCIALNETWORKINGSITES OR APPS

73% 80%

USE SOCIALNETWORKINGSITES OR APPS

EVOLUTION OF THE LIVING ROOMMOBILE DEVICES ARE DISRUPTIVE...

Q6. DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR SMARTPHONE?Q31. DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR TABLET DEVICE? Q8. IS A SMARTPHONE YOUR PRIMARY DEVICE WHEN USING SOCIAL MEDIA?

TABLET SMARTPHONE

Q3. DO YOU WATCH VIDEOS ON YOUR SMARTPHONE?Q29. DO YOU WATCH VIDEOS ON YOUR TABLET DEVICE?

THE RISE OF VIDEODRAMATIC INCREASE IN MOBILE

VIDEO CONSUMPTION

10MAPPLE TV UNITS SOLD

IN 2013

YOUTUBEMOVIES

PROMO VIDEOSHOW-TO-GUIDES

WEBCASTSPRODUCT REVIEWS


2012 2014

VIDEO USAGE SMARTPHONE 68% 74%

VIDEO USAGE TABLET 65% 89%


93%DE

FR

UK

NL

93%

92% 78%

91% 78%

90% 67%

84% 63%

ES

ES

FR

UK

NL

DE

WATCH VIDEOS

89% 74%

WATCH VIDEOS

Q3. DO YOU WATCH VIDEOS ON YOUR SMARTPHONE?Q29. DO YOU WATCH VIDEOS ON YOUR TABLET DEVICE?

THE RISE OF VIDEODRAMATIC INCREASE IN MOBILE

VIDEO CONSUMPTION

TABLET SMARTPHONE

Q13. HAS YOUR SMARTPHONE REPLACED ANY OF THE FOLLOWING?Q36. HAS YOUR TABLET DEVICE REPLACED ANY OF THE FOLLOWING?

EVOLUTION OF THE MEDIA LANDSCAPE

MOBILE REPLACES TRADITIONAL MEDIA

53%

47%

23%

18%

15%

TABLET SMARTPHONE

PRINTED NEWSPAPER

PRINTED MAGAZINES

LAPTOP COMPUTER

DESKTOP COMPUTER

TV

44%

34%

12%

14%

8%


Q13. HAS YOUR SMARTPHONE REPLACED ANY OF THE FOLLOWING?Q36. HAS YOUR TABLET DEVICE REPLACED ANY OF THE FOLLOWING?

EVOLUTION OF THE MEDIA LANDSCAPE

TABLET REPLACES TRADITIONAL MEDIA

PRINTED NEWSPAPER

PRINTED MAGAZINES

LAPTOP COMPUTER

DESKTOP COMPUTER

TV


ESUK DE FR NL

33%18% 21% 26% 21%

65%50% 49% 49% 48%

60%46% 46% 45% 39%

23%14% 26% 15% 15%

14%9% 11% 17% 9%

NL

FR

Q14. DO YOU USE YOUR SMARTPHONE TO PURCHASE PRODUCTS OR SERVICES?Q37. DO YOU USE YOUR TABLET DEVICE TO PURCHASE PRODUCTS OR SERVICES?

EVOLUTION OF THE WAY WE SHOPTHE WORLD IN YOUR POCKET

PURCHASES MADE VIA

TABLET SMARTPHONE

DE

FR

NL

ES

82% 65%

73% 60%

69% 52%

58% 50%

55% 33%

UK


SMARTPHONE

53%

TABLET

68%

DE

ES

UK

Q16. WHAT ARE THE MAIN REASONS FOR YOU NOT PURCHASING A PRODUCT OR SERVICE USING YOUR SMARTPHONE?

EVOLUTION OF SECURITYREASONS FOR NOT PURCHASING

ON THE SMARTPHONE

50% WEBSITE NOT MOBILE ENABLED

43% SECURITY CONCERNS

29%PRIVACY

CONCERNS28%

COMPLICATED PAYMENT PROCESS


MOBILE EVOLUTION:OUR BUSINESS

Q20. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?Q42. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE?

EVOLUTION OF HOW WE RESEARCH

BUSINESS PRODUCTS VIA MOBILE

C-LEVELEXECUTIVE SUITE

USE SMARTPHONE USE TABLET

67%

USE SMARTPHONE

82%

USE TABLET


76%58%


87%UK

FR

ES

NL

74%

66% 44%

79% 62%

81% 68%

66% 44%

DE

ES

UK

FR

NL

DERESEARCH

76% 58%

RESEARCH


BUSINESS PRODUCTS VIA MOBILE

Q20. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?Q42. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE?

TABLET SMARTPHONE

Q22. WHAT TIME OF THE DAY DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?

Q44. WHAT TIME OF THE DAY DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE?


BUSINESS IS BLEEDING INTO OUR LIVES

BUSINESSPRODUCT

RESEARCH

SMARTPHONE %

TABLET % IN THE EVENING

72 %86 %

WEEKENDS

47 %63 %

DURINGCOMMUTE

46 %32 %


Q21. WHEN RESEARCHING PRODUCTS OR SERVICES FOR YOUR BUSINESS, WHICH OF THE FOLLOWING ACTIVITIES DO YOU PERFORM USING YOUR SMARTPHONE?

EVOLUTION OF THE OFFICEA VARIETY OF CONTENT IS CONSUMED

VISIT VENDOR SITES FOR PRODUCTION INFORMATION 68%

COMPARE PRICES AND PRODUCTS 59%

READ FEATURE ARTICLES ABOUT TRENDS & STRATEGIES 57%

BROWSE AND PARTICIPATE IN FORUMS & SOCIAL NETWORKS 51%

WATCH VIDEOS 46%

READ CASE STUDIES 44%

READ WHITEPAPERS 44%

READ ANALYST REPORTS (IDC, GARTNER ETC.) 31%

WATCH WEBCASTS/WEBINARS 28%


ACTIVITIES PERFORMED WHEN RESEARCHING PRODUCTS FOR BUSINESS ON THE SMARTPHONE

Q23. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE AND THEN PURCHASED FROM A RETAIL OUTLET?

Q24. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE AND THEN PURCHASED VIA THE INTERNET USING A LAPTOP OR DESKTOP COMPUTER?

Q45. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE AND THEN PURCHASED FROM A RETAIL OUTLET?

Q46. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE AND THEN PURCHASED VIA THE INTERNET USING A LAPTOP OR DESKTOP COMPUTER?

EVOLUTION OF HOW WE MAKE IT PURCHASES

THEY RESEARCH ON CONNECTED DEVICES & BUY TRADITIONALLY


57%SMARTPHONE RESEARCH

& RETAILER PURCHASE

80%SMARTPHONE

RESEARCH & PURCHASE ON

LAPTOP/DESKTOP

61%TABLET RESEARCH

& RETAILER PURCHASE

76%TABLET RESEARCH

& PURCHASE ONLAPTOP/DESKTOP

Q25. DO YOU PURCHASE IT (INFORMATION TECHNOLOGY) PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?

Q27. HOW MUCH WAS THE LARGEST BUSINESS PURCHASE MADE USING YOUR SMARTPHONE WITHIN THE LAST 6 MONTHS?Q47. DO YOU PURCHASE IT (INFORMATION TECHNOLOGY) PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR

TABLET DEVICE?Q49. HOW MUCH WAS THE LARGEST BUSINESS PURCHASE MADE USING YOUR TABLET DEVICE WITHIN THE LAST 6

MONTHS?

EVOLUTION OF HOW WE MAKE IT PURCHASES

B2B

C-LEVELEXECUTIVE SUITE

33%

44%

PURCHASE IT PRODUCTS ON SMARTPHONE

OR TABLET


IT PURCHASE VALUE SMARTPHONE TABLET

$500+ 35% 42%

$5,000+ 5% 6%

Q17. DOES A POOR MOBILE EXPERIENCE E.G. SITE DIFFICULT TO NAVIGATE:

BRAND IMAGE PROTECTION IN THE NEW WORLD

EVOLUTION OF BRAND MARKETING

A BAD MOBILE EXPERIENCE…

55%MAKES THEM LESS

LIKELY TO BUY FROM A BRAND

50%MAKES THEM LESS LIKELY TO ENGAGE

WITH THEBRAND

41%HAS A NEGATIVEIMPACT ON THE

COMPANY’S BRANDIMAGE

TODAYOMNICHANNELOMNICHANNEL

RESPONSIVE DESIGNALWAYS ONALWAYS ON

DATA TARGETINGVIDEOVIDEO

HIGH QUALITY CONTENTDISRUPTIONDISRUPTION

CHANGE OF MINDSET

THANK YOU

CHRISTINA CARSTENSEN

GROUP CLIENT BUSINESS DIRECTOR

T | +44 1784 210 341

M | +44 7990 516 014

E | [email protected]

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