mobile mindset report by insites consulting
TRANSCRIPT
2
Summary
This research report among 800+ smartphone users
gives insights into how they use their phones and
tablets. It describes the openness for mobile
marketing efforts by companies, with a deep-dive
into the use of applications and the drivers of daily
smartphone use.
The findings are summarized in the InSites Consulting
Mobile Mindset Model which can guide marketing
and research in the development and fine-tuning
of a mobile strategy.
The best part is: it has juicy numbers and you can use
them entirely for free… But sharing is caring, and we
would love being referenced for it!
3
Methodology
• Online survey (CAWI)• Smartphone users only• Gender & age representative per country• 4 countries:
• USA: N = 200• UK: N = 206• The Netherlands: N = 202• Belgium: N = 205
• In this sample, we did not weigh for OS use. The sample composition in terms of OS is the following:
Operating system % NAndroid 27% 223Apple iOS 22% 181BlackBerry OS 16% 130Symbian 14% 117Windows 7 6% 50Other Windows mobile version 2% 19Other 2% 14Unsure 10% 80
4
Guidelinesfor reading
Question asked to respondent
Sample size & filter if applicable
Graph with core findings
Conclusion summary
5
• There is not one single environment that is 100% device-free. Especially smartphones are omnipresent.
• Most smartphones come with a data subscription; smartphone owners are heavy Internet users.
• PCs are under increasing pressure from smartphones and tablets; while PCs might be the preferred device in many cases, in practice having a tablet or smartphone directly eats the time spent on a PC.
• Mobile Internet time is spread evenly between mobile browsers and connected apps.
Chapter 1: Devices Usage & Activities
1.…
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6
All participants in this study posess a smartphone.The majority of them has a data subscription.About 15% of the participants have a tablet, of which about half are equipped with a data connection.
About 20% of smartphone owners without data subscription are interested in getting one. This number is slightly lower for tablets.
Data subscription is significantly less penetrated in Belgium compared to other countries (53% vs around 85%).
Q: Which of the following do you own?Q: To what extent are you planning on taking a data subscription in the following 12 months?
78%
24%
17%
9%
7%
A smartphone, with internet / datasubscription
A smartphone, without internet / datasubscription
A regular mobile phone
A tablet pc, without internet / datasubscription
A tablet pc, with internet / data subscription
41%
61%
16%
9%
23%
15%
12%
9%
8%
7%
1 - Not at all 2 3 4 5 - Very much
Planning data subscription purchase for
smartphone
Planning data subscription purchase for
tablet
N = 812 | F = none
1.…
….Device and data subscription
7N = 812 | F = none
Internet Usage & Platforms
Q : How often do you use the Internet (checking e-mail, browsing websites, social networking...)?Q : How would you distribute the time you spend online between these devices (in percent)?
INTERNET USAGE
37%
33%
21%
4%2%
2%
Laptop pc
Desktop pc
Smartphone
Tablet pc
Game console
PLATFORMS MOST USED
37%
33%
21%
4%2%2%
32%
24%
23%
18%
12%
10%
10%
Apple iOS
Android
Blackberry OS
Windows 7
Symbian
Other windows mobile version
Other
SMARTPHONE ONLINE TIMEPer Mobile OS
7% 5% 7% 41% 40%
Almost never Not very often, < 1 hour/week Moderately Often, I go online daily Very often, constantly connected
7% 5% 7% 41% 40%
Almost never Not very often, < 1 hour/week Moderately Often, I go online daily Very often, constantly connected
81% of smartphone users is online daily. Most of that time is PC/laptop time. Within smartphones, Apple iOS users are the most intensive Internet users.
Belgians are significantly more attached to desktop use compared to other countries.
1.…
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Future projections
In the future, people
project their Internet
time on smartphone and
tablet to increase.
That time is directly
impacting the laptop and
PC Internet time.4%
6%
5%
5%
0%
0%
21%
4%
2%
2%
37%
33%
26%
9%
2%
2%
33%
27%
Current Future
Q : Now I’d like to invite you to look into the future... Within 2 to 3 years, how do you think this distribution will look for you? Will the time on one or more devices increase/decrease? `
N = 812 | F = none
1.…
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Device preference
Q : For each of the following activities, which device do you prefer using?
PCs are still king for many activities. Owners of a tablet however show a high preference for using this device for many activities.
Smartphones are not always the preferred device, but may be the only option in certain contexts. Their preference is highest for listening to music, social networking and reading e-mail.
N = 812 | F = for tablets: if tablet owned (N=133)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Read
ing e
Bro
wsi
ng w
ebpa
ges
Lis
teni
ng
to m
usic
Read
ing b
logs
& n
ew
s
Gen
eral w
ork
oth
er tha
n e
mai
l
Watc
hin
g vi
deo
’s/T
V
So
cial n
etw
orki
ng
Pla
yin
g ga
mes
Read
ing e
-boo
ks
Smartphone
Desktop PC / Laptop
Tablet pc
I prefer using another device for this
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Read
ing e
mai
l
Bro
wsi
ng w
ebpa
ges
Lis
tenin
g to
mus
ic
Read
ing b
logs
& n
ew
s
Gene
ral w
ork
othe
r th
an
emai
l
Watc
hin
g v
ideo
’s/T
V
So
cial n
etw
orki
ng
Pla
ying g
ames
Read
ing e
-boo
ks
Smartphone
Desktop PC / Laptop
Tablet pc
I prefer using another device for this
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Rea
din
g e
Bro
wsi
ng w
ebpa
ges
Lis
tenin
g to
mus
ic
Rea
din
g b
logs
& n
ew
s
Gene
ral w
ork
othe
r th
an
emai
l
Watc
hin
g v
ideo
’s/T
V
So
cial n
etw
orki
ng
Pla
ying g
ames
Rea
din
g e
-boo
ks
Smartphone
Desktop PC / Laptop
Tablet pc
I prefer using another device for this
1.…
….
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Listening to music
Social networking
Reading email
Playing games
Reading blogs & news
Reading e-books
Browsing webpages
General work other than email
Watching video’s/TV
10
Device preference & cannibalization
When comparing people with and without tablets in terms of device preference, we see clear shifts in preference.
For smartphones, the shift in preference is small; some actions such as playing games and browsing webpages are negatively influenced, while listening to music and reading e-mails are boosted (probably due to an easy integration of both across mobile & tablet).
Q : For each of the following activities, which device do you prefer using?
N = 812 | F = for tablets: if tablet owned (N=133)
Traditional PCs are negatively impacted to a large extent, and are no longer the preferred device for a large number of actions such as social networking, reading articles…
Some actions, such as reading ebooks, are clearly boosted by having a tablet, while they are nearly not happening for non-tablet users.
1.…
….
Table: Comparison between tablet owners and non-tablet owners: Device preference per activity for smartphones and desktop PCs.
Non-tablet owner Tablet owner Non-tablet owner Tablet owner Non-tablet owner Tablet owner
Reading e-mail 24% 25% 72% 48% . .
Brow sing w ebpages 8% 5% 89% 61% . .
Social netw orking 25% 21% 56% 34% 17% 9%
Watching video’s/TV 3% 6% 49% 40% 15% 5%
Listening to music 28% 39% 28% 20% 11% 4%
Playing games 19% 14% 42% 33% 24% 17%
Work-related activities (not email) 8% 9% 77% 73% 13% 6%
Reading e-books 9% 7% 15% 5% 58% 16%
Reading articles on blogs/new s w ebsites 16% 11% 70% 39% 10% 6%
Smartphone Desktop PC / Laptop I don't do this activity at all
11
0% 10% 20% 30% 40% 50% 60%
Listening to music
Social networking
Playing games
Reading e-books
Reading blogs & news
Reading email
Browsing webpages
Watching video’s/TV
General work, other than email
Device preference – per OS
0%10
%20
%30
%40
%50
%60
%
Read
ing
Brow
sing
webp
ages
Socia
l net
work
ing
Wat
chin
g vid
eo’s/
TV
List
enin
g to
mus
ic
Play
ing
gam
es
Gen
eral
wor
k, o
ther
than
em
ail
Read
ing
e-bo
oks
Read
ing
blog
s &
news
Android
Apple iOS
Blackberry OS
Symbian
Windows 7
Sig. Higher compared to other OS (95%-level)
Apple iOS and Android OS are the main drivers of smartphone preference.
The impact of OS is especially large when looking at entertainment-related activities. iOS excels in driving music, gaming and ebook preference; Android is on par when it comes to social networking and reading blogs & news.
Q : For each of the following activities which device do you prefer using?
N=223
N=181
N=130
N=117
N=50
N = see Operating System | F = OS
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Mobile web time
Q : How many hours do you spend on the mobile web?
SMARTPHONE
N = 632 | Filter = Only if has data subscription on smartphone
N = 60 | Filter = Only if has data subscription on tablet
TABLET
14%
10%
15%
13%
15%
22%
31%
29%
25%
26%
Never < 1h /week Couple of hs/week 1h/ day Several hours each day
6%
14%
34%
26%
29%
28%
18%
17%
14%
15%
Apps on smartphone
Browser on smartphone
Apps on tablet
Browser on tablet
Daily usage
32%
32%
Daily usage
56%
55%
Data subscriptions on smartphones are more common than on tablets. However, people with a data subscription on a tablet spend more hours on the mobile net. There is no difference between app Internet time and browser Internet time.
14%
10%
15%
13%
15%
22%
31%
29%
25%
26%
Never < 1h /week Couple of hs/week 1h/ day Several hours each day
N = see slide | F = if datasubscription on smartphone/tablet
14%
10%
15%
13%
15%
22%
31%
29%
25%
26%
Never < 1h /week Couple of hs/week 1h/ day Several hours each day
1.…
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Smartphone activities
Q : Which of the following things have you already done on your smartphone?
65%
63%
60%
32%
31%
31%
29%
29%
25%
24%
21%
19%
19%
15%
14%
13%
12%
11%
12%
Made a note to remember
Played a game
Listened to music
Made a shopping list
Checked bank account balance
Shared article via social media
Scanned a QR code or barcode
Shared an article via mail
Looked up prices from competition, while in a store
'Liked' a company on Facebook
'Checked in' a location w/location based networking
Paid a bill
Watched a movie or tv show
Read an e-book
Checked in for a plane flight
Rated a restaurant/shop/...
Purchased tickets to an event
Redeemed a mobile coupon
None of the above
“To do” lists and entertainment-related activities are the most typical activities performed on a smartphone.
Across all activities, their frequency is higher for younger men in the USA and UK.
Furthermore, tablet owners are significantly more interacting with their smartphone.
Breadth of usage (sum of all activities)
Mean Median
6,3 5,0
5,5 5,0
4,0 3,0
4,7 4,0
N = 812 | F = none
For all of these activities, Belgians score significantly lower, especially compared to the US.…
……
……
……
…
…………………………………………………………
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Device usage context
Q : I use my smartphone / tablet / PC the most… ?
Mostly disconnected environments Mostly connected environments
Some environments are more ‘disconnected’, others are very ‘connected’, but there is no environment which is 100% device free. Even while riding a bike or performing sports, 1/5th of people carry a smartphone. A tablet is a bed & TV device, a PC clearly a work device.
20%
21%
25%
37%
35%
39%
41%
1%
2%
2%
1%
2%
7%
10%
0%
3%
16%
5%
21%
30%
49%
78%
77%
70%
62%
60%
48%
42%
While riding your bike
During sports
In the bathroom
While driving your car
On the toilet
In the kitchen
In bed
56%
64%
40%
44%
62%
30%
73%
2%
2%
20%
29%
9%
43%
1%
20%
5%
46%
11%
27%
16%
21%
38%
34%
32%
26%
24%
24%
22%
While commuting
While shopping
While watching tv
At work / in school
With family/friends
When working/studying at home
Outdoor (e.g. in the park)
N = 812 | F = none
……………………………………………………..…………… ……………………………………………………..……………
Smartphone
PC/laptop
Tablet
No device used here
1.…
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• 1/5th of smartphone users claims to be positive towards mobile marketing. This number increases to 35% when asking about mobile promotions.
• Familiarity with the retail outlet and the location someone is at positively impacts openness to mobile marketing.
• Most mobile marketing campaigns that people took part in were either via SMS, a branded app or mobile couponing.
Chapter 2: Mobile Marketing Openness
2.…
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16
e
Mobile Marketing acceptance
Q : Would you be open to receiving advertising or coupons when this is offered on your smartphone?
1/5 of respondents is accepting of mobile marketing initiatives. In more ‘mature’ mobile markets like the US & the UK, this openness is clearly higher than in Belgium or The Netherlands.
N = 812 | F = none
TOTAL 50% 15% 18% 11% 7%
1 - No, I don't want to be bothered 2 3 4 5 - Yes, I would like brands offering things on my phone
56% 14% 14% 11% 5%
60% 17% 16% 4% 3%
38% 15% 22% 13% 13%
45% 14% 21% 14% 6%
50% 15% 18% 11% 7%
1 - No, I don't want to be bothered 2 3 4 5 - Yes, I would like brands offering things on my phone
TOP 2ACCEPTANCE…………………
18%
26%
16%
20%
7%
2.…
….
17
Mobile Marketing Openness in detail
Q : Could you indicate how open you are towards the following?
TOP 2 Acceptance (5-point scale)……………………………………………..………………………………
35%
31%
27%
19%
17%
16%
16%
15%
13%
Promotions e.g. price discounts, coupons...
Ads/coupon/marketing from retail store I regularly shop
Location based advertising (from a shop you’re at…)
Ads/coupon/marketing from a product/brand
Ads/coupon/marketing from my mobile provider
General advertising e.g. new products on the market
Ads/coupon/marketing via branded applications
Ads/coupon/marketing via SMS
Ads/coupons/marketing via banners (apps,browser)
Promotions are the most accepted form of mobile marketing.
Familiarity with the retail outlet and the participant’s current context (location) positively influence mobile marketing openness.
Consumers in The Netherlands are significantly less open towards mobile advertising.
UK and US consumers are much more open towards all types of mobile advertising.
N = 812 | F = none
2.…
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e
Communication Openness – Non-rejectors
Q : If a brand/product wants to communicate with you right now on your mobile, would you do it?
TOTAL 9% 20% 38% 25% 8%
1 - No, I would not subscribe 2 3 4 5 - Yes I would subscribe
8% 17% 33% 31% 11%
8% 17% 40% 26% 9%
9% 24% 47% 17% 4%
13% 24% 33% 23% 7%
Among non-rejectors of mobile marketing, 33% wouldn’t mind communicating with a brand or product immediately.
N = 410 | F = if non-rejectors of mobile marketing
9% 20% 38% 25% 8%
1 - No, I would not subscribe 2 3 4 5 - Yes I would subscribe
TOP 2FUTURE INTENTION
…………………..…
33%
42%
35%
30%
21%
2.…
….
19
Preferred Mobile Marketing Channels – Non-rejectors
Q : How would you prefer participating in a mobile advertising campaign?
32%
20%
18%
12%
11%
4%
4%
By receiving a mobile coupon
Through SMS
By receiving information about I location I am close to
By scanning a QR-code
By downloading a branded application
Through bannering in an application
Through bannering on a mobile website
Mobile coupons are the most popular form of branded communication, also among non-rejectors of mobile advertising. SMS and location-based advertising rank second.These non-rejectors are not open to bannering efforts.
SMS is significantly more preferred in Belgium (where there are also more feature phones on the market).
N = 410 | F = if non-rejectors of mobile marketing
2.…
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20
e
TOP 3AT LEAST WEEKLY
…………………..…
Participation frequency – Non-rejectors
Q : How often would you like to participate?
3% 15% 19% 23% 27% 7% 7%
Never Only now and then. Bi-monthly Monthly Weekly Several times a week Daily
TOTAL
4% 12% 19% 16% 30% 11% 9%
2% 12% 23% 23% 27% 3% 11%
1% 21% 15% 27% 28% 5% 3%
3% 15% 20% 28% 21% 11% 2%
41% of non-rejectors of mobile marketing are open to getting mobile marketing messages at least weekly.
This number is higher in the US (50%) and is the lowest in Belgium (34%).
N = 410 | F = if non-rejectors of mobile marketing
3% 15% 19% 23% 27% 7% 7%
Never Only now and then. Bi-monthly Monthly Weekly Several times a week Daily
41%
50%
41%
36%
34%
2.…
….
21
e
Past participation in Mobile Marketing
Q : Did you participate in/subscribe to a mobile advertising campaign before?Q : How did you participate in this mobile marketing campaign?
COMMUNICATION CHANNEL USED
45%
22%
14%
9%
5%
5%
Through SMS
By downloading a branded application
By receiving a mobile coupon
By scanning a QR-code
Through bannering in an application
Through bannering on a mobile website
9%
91%
Yes I did No I didn’t
PAST PARTICIPATION ON MOBILE CAMPAIGNS
PAST PARTICIPATION
14%
10%
6%
6%
N = 812 | Filter = None
N = 74 | Filter = IF particpated
About 10% of smartphone users participated in a mobile marketing campaign before, most of them via SMS, but about 1/5th of them by downloading a branded application.
Mobile couponing campaigns seem to occur less often, notwithstanding their high acceptance.
People in the US are more likely to have participated before.
N = 74 | F = if previous participation to mobile campaign
2.…
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Chapter 3: Applications
• On average, people have about 25 apps installed on their phone. iOS users have almost double that amount.
• Social media apps, games and informational applications are used and installed most frequently.
• Not many branded apps are used and installed. A good branded app helps people to do something better, stays close to the category and is very much up-to-date with the latest branded information.
3.…
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Installed applications
Q : How many of the apps below have you installed?
Total
diverse/entertainment apps 6,4 7,4 10,3 2,7 3,4 2,9 games 5,9 5,6 10,2 3,2 2,6 3,5 informational applications 5,3 5,2 8,7 3,1 3,1 2,9 social media applications 2,8 2,6 3,7 2,9 1,3 2,8 business applications 2,7 2,6 3,3 2,8 1,8 2,7 branded applications 1,5 1,1 2,7 1,0 0,5 2,1 branded games 0,9 0,5 1,3 1,1 0,3 2,3
Total number of apps installed 25,5 25 40,2 16,8 13 19,2
On average, people have installed about 25 apps. Apple iOS users nearly double this number, while Symbian users are at about half that amount.The most popular type of apps are entertainment apps and games, followed closely by informational applications.
N = 812 | F = none
3.…
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24
e
Application use
Q : On average how much do you use these types of applications?
APPS FREQUENCY OF USE
6%
4%
5%
5%
6%
12%
13%
7%
13%
14%
16%
12%
25%
25%
12%
14%
17%
18%
22%
19%
21%
15%
22%
21%
22%
24%
13%
23%
19%
25%
24%
21%
21%
22%
13%
41%
23%
19%
18%
15%
9%
5%
I open them once and then forget about themI sometimes use them, but not very often (less than monthly)I use them at least monthlyI use them at least weeklyI use them several times a weekI use them daily. Sometimes even several times a day
Social media apps
Informational apps
Games
Business apps
Other apps installed on my phone
Branded games
Branded apps
N = min 132 – max 480 | F = if ever used this type of app
TOP 3AT LEAST WEEKLY
…………………..…
75%
70%
64%
61%
60%
44%
41%
3.…
….
25
e
Installed vs usage
Q : How many of the apps below have you installed?Q : On average how much do you use these types of applications?
Weekly usage
Social media apps
Informational apps
Games
Business apps
Other apps
Branded games
Branded apps
0
1
2
3
4
5
6
7
0% 10% 20% 30% 40% 50% 60% 70%
Branded apps and games are not often installed and not often used either. Improvement in this domain is needed.
N = min 132 – max 480 | F = if ever used this type of app
# ap
ps
inst
alle
d
3.…
….
26
e
Branded applications
Q : In your opinion, which of the following should an application made by a brand be/do?
51%
39%
37%
35%
30%
28%
23%
20%
16%
...help me do things better (make shopping easier)
...stay close to the category the brand belongs to
...always give me the latest information about theproduct/brand
...be entertaining
...be aimed towards doing something during purchaseof that product (eg price comparison)
...interact with the real-world-product
...interact with the environment (e.g. triggering actionsbased on where I am)
...be aimed towards doing something duringconsumption (eg helping you prepare)
...help me share experiences with my friends/
A branded application should add value for consumers, help them do things better.Furthermore, a clear category link is important, along with being very much up-to-date on the brand.
Sharing experiences or interacting with the environment and the consumption moment are deemed less relevant.
N = 812 | F = none
3.…
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27
• There are 3 core drivers of smartphone use• Connecting with others• Convenience of finding information• Entertainment
• Most of these drivers are overlapping to some extent
• The mobile mindset model is a structured approach that can help marketers decide what kind of application or mobile website to build, keeping in mind:
• The objectives• The user• The context• The value to provide
Chapter 4: Mobile Mindset Model
4.…
….
28
The core drivers of using smartphones are contacting people and staying in touch, convenience and accessibility of information on the go, and entertainment.Contact is the largest driver, at 72%. Convenience and entertainment follow suit at 58% and 53% respectively.
Q: I use my phone for…
Mobile Mindset Model
Connectivity
72%Convenience
58%Entertainment
53%
N = 812 | F = none
4.…
….
Staying in touch with friends and
family
In general, making life easier, more
convenient
Keeping entertained during empty moments
29
Entertainment5%
Q: I use my phone for…
Connectivity19%
Convenience5%
14%
9% 6%
42%
Mobile Mindset Model - overlap
If we look at the overlap between these 3 drivers (people using smartphones for at least one of these reasons), 4 out of 10 users use their phone for all 3 reasons. Connectivity is the largest ‘lone standing’ driver; the overlap between connectivity and convenience (without entertainment) is also substantial.
N = 812 | F = none
4.…
….
30
The Mobile Mindset Model offers a structured approach to mobile marketing, which has the drivers of smartphone use at its core.
Keeping in mind your objectives and what you already know about your brand, consumer needs and the mobile behaviour of your target group, it is the marketer’s mission to provide people with a relevant solution for one of the core drivers which is linked to their brand. The context of use is one important background variable to keep in mind.
Q: I use my phone for…
Mobile Mindset Model 4.…
….
31
Mobile Means-Ends Mapping
Q: Please indicate which functionality you use for the following purposes.
N = 812 | F = none
4.…
….
Entertainment
Connectivity
Convenience
32
EntertainmentConnectivity
Convenience
Mobile Means-Ends Mapping
Q: Please indicate which functionality you use for the following purposes.
N = 812 | F = none
If we look at the core drivers of smartphone use and map the different apps and functionalities of a smartphone on there, we see a whole lot of ‘usual suspects’ popping up in positions where we’d expect them.
Interesting however is that social media apps are in between connecting and entertaining, that media-consumption maps between entertainment and convenience, and that the same goes for branded applications…
4.…
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33
Let’s connect!
@EliasVeris
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