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Table of Contents
Location-Based Engagement 2-7
Responding to advertising 2
Usage of Mobile Apps 4
Mobile Shopping 5
Smartphone Owners 7
Connected Device Trends and Adoption 8-10
U.S. Highlights 8
U.K. Highlights 9
Connection Highlights 10
Worldwide Location Highlights 11-13
JiWire Mobile Audience Insights Report Q4 2010
Less likely More likely
Source: JiWire, Q4 2010.
Makes no difference
Q4 2010
2
Location-based engagement: Responding to advertising
Key Insights on location based engagement:
46%
13%
30%
• Eleven percent increase in users being more likely to engage with an ad that is relevant to their location since Q1 2010. Five percent decrease of those who are less likely to engage when comparing Q4 2010 to Q1 2010.
• The MMA found that “Nearly half of those who noticed any ads while using location-based services took at least some action, indicating that consumers respond well to ads through location-based services.”
JiWire Mobile Audience Insights Report Q4 2010
Source: JiWire, Q4 2010. *Source: U.S. Consumers Significantly More Likely To Respond To Location-Based Mobile Ads Than Other Mobile Ad Types. MMA. April 21, 2010. http://mmaglobal.com/news/us-consumers-significantly-more-likely-respond-location-based-mobile-ads-other-mobile-ad-types. Accessed Dec, 2010.
Q4 2010 Less likely More likely
Source: JiWire, Q4 2010.
Makes no difference
46%
18%
38%
Q1 2010
How likely are you to engage with an ad that is relevant to your location?
11% Growth
57%
Clicked on ad
Researched product
Visited the store
Visited advertiser website
Visited advertiser
website later
Searched nearest location
Made a purchase
Never seen
3
Location-based Engagement: Responding to Advertising
Key Insights on location-based engagement:
Source: JiWire, Q4 2010.
Which of the following actions have you done in response to seeing a location specific message within an advertisement
• Twenty percent of the on-the-go audience has visited a physical store location in response to seeing a location specific advertisement. Seventeen percent has made a purchase after seeing a location specific message within an ad. Overall, 77% of the audience has take some sort of action in response to seeing a location-specific message within an ad.
• 40% of men say they check-in to locations while only 29% of women check into locations.
JiWire Mobile Audience Insights Report Q4 2010
Source: JiWire, Q4 2010.
34%
23% 22%
20% 20%
18% 18% 17%
Source: JiWire, Q4 2010.
Yes 36%
No 64%
Do you check-in to locations through a mobile app?
4
Location-based engagement: Usage of mobile apps
Key Insights on usage of location based apps:
Source: JiWire, Q4 2010.
How often do you use location-based apps on your mobile phone?
• According to the Pew Research Center’s Internet & American Life project 4% of online adults use a service that allows them to share their location with friends and to find others who are nearby.*
• Seventy eight percent of on-the-go audience uses location-based apps at least once a month.
• In Q3 2010 we reported that 39% of the on-the-go audience was most interested in coupons for nearby stores, while 36% wanted store locations.
JiWire Mobile Audience Insights Report Q4 2010
Source: JiWire, Q4 2010.
Multiple times a day
Few times a month
Few times a week
Once a month
29%
27% 16%
6%
22%
*Source: Location-based service users are more often young and mobile. Pew Internet. Nov. 4, 2010. http://pewinternet.org/Reports/2010/Location-based-services.aspx. Accessed Dec, 2010.
What information are you interested in receiving within location-based services?
42% 42%
27% 26%
12%
21% 22%
10%
3%
Source: JiWire, Q4 2010.
Never
Promotions, sales,
coupons
Ability to price
compare
Store locations
Product availability
Ability to hold a
product
None
Which best explains your shopping behavior on a mobile phone?
29%
26%
24%
21%
18%
What is most likely to get you to visit a retail location?
16%
Purchase through mobile website
5
Source: JiWire, Q4 2010. Source: JiWire, Q4 2010.
• Men are more likely than women to make a purchase on a mobile device whether it be through a mobile website or mobile app. 28% of men compared to 18% of women made a purchase through a mobile website while 21% of men, compared to 14% of women made a purchase through a mobile app.
• Women are more likely to visit a retail store when coupons are involved, 59% compared to only 49% of men.
JiWire Mobile Audience Insights Report Q4 2010
Source: JiWire, Q4 2010.
Purchase through
mobile app
Researched product on
mobile phone
Researched product on
mobile phone and later
bought within store
Researched product on
mobile phone then bought online at a later date
In-store price comparison
53%
29%
26% 25%
13%
11%
Location-based Engagement: Mobile Shopping
6
JiWire Mobile Audience Insights Report Q4 2010
Source: JiWire, Q4 2010.
• The average amount of time people are willing to travel gets farther if the discount is higher.
• A plurality of people (45%) aren't willing to travel at all for even a 10% discount; however, once the discount increases to 75%, a majority of people (65%) are willing to travel an hour or more.
• The discount level at which a majority of people are willing to travel 30 minutes is a little over 25%. To get the majority people to travel an hour, the discount would have to be between 50%-75%.
Key Insights on proximity marketing:
Location-based engagement: Proximity Marketing
Source: JiWire, Q4 2010. Source: JiWire, Q4 2010.
Source: JiWire, Q4 2010.
Do you currently own a smartphone that supports mobile apps
29%
64% 7%
No, but plan to purchase
Yes
JiWire Mobile Audience Insights Report Q4 2010
7
Key Insights on mobile adoption:
Source: JiWire, Q4 2010.
No
93% have used an
loca-on-‐based app
Of those who own an app-enabled phone:
36% Use loca-on-‐based apps mul-ple -mes a day
50% Want store loca-on informa-on within
loca-on-‐based services
48% Nearby points of interest
informa-on within loca-on-‐based services
46% Check-‐in to loca-ons
63% More likely to engage with an ad that is relevant to
their loca-on
84% Have par-cipated in some sort of shopping behavior
on a mobile phone
Of the on-the-go audience , 64% have a smartphone that supports mobile apps
• When asked in Q1 2010, 55% of respondents had a smartphone. In an article on CNN.com Tech they found that only 17% of Americans own a smartphone.*
• “Mobile Marketing Association – Luth Research Survey Finds 10 Percent of Cell Phone Owners Use Location Services at Least Once a Week. ”** Comparatively, 88% of the on-the-go audience uses location-based apps at least once a week.
• Those who own a smartphone are much more likely to take advantage of location-based services.
*Source: Most Americans still don’t have smartphones. CNN.com Tech. Sept. 20, 2010. http://articles.cnn.com/2010-09-30/tech/gahran.smartphone.ownership_1_feature-phones-cell-phone-smartphones?_s=PM:TECH. Accessed Dec, 2010. Source: U.S. Consumers Significantly More Likely To Respond To Location-Based Mobile Ads Than Other Mobile Ad Types. MMA. April 20, 2010. http://mmaglobal.com/news/us-consumers-significantly-more-likely-respond-location-based-mobile-ads-other-mobile-ad-types. Accessed Dec. 2010
Location-based engagement: Smartphone owners
Q4 Rank Mobile Device OS
Q4 2010 % of Ad
Requests
Q3 Rank
% Change in Market Share
1 iOS 89.5% 1 - 1.3%
2 Android 7.7% 2 + 0.9%
3 RIM 1.8% 3 + 0.5%
4 Symbian 0.3% 4 + 0.2%
5 Windows Mobile 0.2% 6 - 0.1%
6 WebOS 0.2% 5 + 0.0%
7 PSP 0.2% 7 - 0.1%
8 Windows Phone 0.1% 9 + 0.1%
Q4 Rank Mobile Device Top 10
Q4 2010 % of Ad Requests
Q3 Rank
% Change in Market Share
1 Apple iPhone 43.9% 1 + 1.6% 2 Apple iPod Touch 27.2% 2 - 0.2% 3 Apple iPad 18.5% 3 - 2.8% 4 LG Optimus 0.8% n/a + 0.8% 5 BlackBerry Torch 0.6% 89 + 0.6% 6 HTC Evo 0.5% 8 + 0.0% 7 Samsung Captivate 0.5% 9 + 0.1% 8 HTC Droid Incredible 0.4% 452 + 0.4% 9 BlackBerry Bold 0.4% 6 - 0.1%
10 HTC Desire 0.4% 21 + 0.3%
Key Insights on Mobile Devices:
Note: JiWire measurement includes all mobile devices in order to provide a complete view of how the on-the-go audience is connecting outside of the home and office. * OS: Operating System.
Connected Device Trends and Adoption: U.S. Highlights Top 10 Mobile Device: Q4 2010 Top Mobile OS: Q4 2010
8
Apple iPhone continues to dominate top 10 device list seeing largest growth in Q4, although Android devices see strong growth as well. • Apple iPhone is the only Apple device to gain market share while the iPod touch and iPad lose market share in Q4. • All Android devices in the top 10 increased their market share in Q4 2010.
Source: JiWire, Q4 2010. Source: JiWire, Q4 2010.
Android OS continues to steal marketshare from iOS in the fourth quarter of 2010. • iOS loses 1.3% marketshare in Q4, following a 2.3% decrease in Q3. Marking the first time the iOS marketshare has been below 90%,
due primarily to the growth of Android OS.
JiWire Mobile Audience Insights Report Q4 2010
Source: JiWire, Q4 2010.
Q4 Rank Mobile Device OS
Q4 2010 % of Ad
Requests
Q3 Rank
% Change in Market Share
1 iOS 83.7% 1 + 1.6%
2 Android 12.3% 2 - 0.5%
3 RIM 3.3% 3 - 0.3%
4 Symbian 0.3% 5 - 0.3%
5 Windows Mobile 0.3% 4 - 0.4%
6 webOS 0.1% 6 - 0.1%
7 PSP 0.0% 8 + 0.0%
8 Linux Smartphone 0.0% 7 + 0.0%
Q4 Rank Mobile Device Top 10
Q4 2010 % of Ad Requests
Q3 Rank
% Change in Market Share
1 Apple iPhone 65.3% 1 + 3.2% 2 Apple iPod Touch 13.8% 2 - 0.4% 3 Apple iPad 4.6% 3 - 1.2% 4 HTC Desire 3.6% 4 + 0.0% 5 Samsung Galaxy 2.0% 5 - 0.1% 6 HTC Wildfire 1.5% 7 + 0.3% 7 BlackBerry Curve 1.4% 6 - 0.1% 8 BlackBerry Bold 0.6% 8 - 0.5% 9 BlackBerry Torch 0.5% n/a + 0.5%
10 Sony Xperia 0.5% n/a + 0.5%
Key Insights on Mobile Devices:
Note: JiWire measurement includes all mobile devices in order to provide a complete view of how the on-the-go audience is connecting outside of the home and office. * OS: Operating System.
Top 10 Mobile Device: Q4 2010 Top Mobile OS: Q4 2010
9
Strong growth among a myriad of devices in the U.K. in Q4 2010. • Top 5 U.K. devices remain the same from Q3 2010 to Q4 2010. BlackBerry Torch and Sony Xperia move into the top 10 devices at the nine
and ten spot respectively. • BlackBerry Torch and Sony Xperia move into the top 10 devices with 0.5% growth in marketshare.
Source: JiWire, Q4 2010. Source: JiWire, Q4 2010.
iOS dominates within the U.K. market in Q4 2010: • iOS gains 1.6% marketshare while all other OS lose marketshare or stay consistent from Q3 to Q4 2010.
JiWire Mobile Audience Insights Report Q4 2010
Source: JiWire, Q4 2010.
Connected Device Trends and Adoption: U.K. Highlights
Laptop Smartphone Tablet Wi-Fi MP3 or Gaming Device
Netbook E-Reader
10
Key Insights on mobile adoption:
Source: JiWire, Q4 2010.
What devices do you use to connect to Wi-Fi while on-the-go (outside the home or office)
63%
49%
19%
8%
18%
• In Q2 2010, the on-the-go audience used on average1.2 devices to connect while on the go. In Q4 2010, the average grew to 1.6 devices being used to connect while on the go.
• When asked in Q2 2010, 89% said they connected on a laptop, 52% connected on a smartphone, 12% connected on a netbook, 9% said that they used a tablet (iPad), 11% on a gaming device or mp3 player, 3% on an E-Reader.
• Usage of tablets, Wi-Fi MP3 or gaming devices, and E-Readers increased in Q4 2010 over Q2 2010.
JiWire Mobile Audience Insights Report Q4 2010
Source: JiWire, Q4 2010.
5%
On average the mobile audience
uses
1.6 devices to connect
while on the go.
Connected Device Trends and Adoption: How people are connecting
Use of Public Wi-Fi: Q4 2010 (% user visits by venue type)
Key Insights on Public Wi-Fi Visits:
54.0%
Overall growth of public Wi-Fi usage nearly doubles across all venues in 2010 over 2009. • Cafés again have strongest growth with 89.2% and capture marketshare from hotels.
• Strong growth of public Wi-Fi usage across all venues continues to increase with 49.8% growth in Q4 2010.
• As venues move from paid to free models, as we’ve seen a lot in 2010, we are seeing an increase in visits within these venues.
Venue % Change
in Total Visits (Q3 2010 to Q4 2010)
Hotels + 18.0%
Airports + 17.3%
Cafés + 89.2%
Other + 27.6%
All Venues + 49.8%
11
Hotel/Resort
Airport
Café
Other
Source: JiWire, Q4 2010. Source: JiWire, Q4 2010.
JiWire Mobile Audience Insights Report Q4 2010
Source: JiWire, Q4 2010.
14.2% 5.8%
26.0%
Worldwide Location Highlights: Where people are getting connected
Q1 2010 Q2 2010 Q3 2010 Q4 2010
Key Insights on Public Wi-Fi Locations Worldwide:
Source: JiWire, Q4 2010.
Worldwide public Wi-Fi locations continue to grow through the final quarter of 2010: • Annual growth of 43.1% in 2010 over 2009.
• Quarterly growth of 22.7% over Q3 2010.
• Five year compound annual growth rate of 34.8%.
Worldwide Location Highlights: Public Wi-Fi Locations
Worldwide public Wi-Fi locations: 2006 - 2010
2006 2007 2008 2009 2010
132,080
219,681
289,476 237,507
12
295,481
Worldwide quarterly growth in public Wi-Fi locations
*Base starting at 230,000
414,356
337,666
Source: JiWire, Q4 2010.
310,732
Source: JiWire, Q4 2010.
JiWire Mobile Audience Insights Report Q4 2010
414,356
43.1%
Large public Wi-Fi networks partner, contributing to the huge growth in China and South Korea: • With growth of 157.7% China moves ahead of the United States to claim the top spot for the first time. • Additionally, South Korea has growth of over 100% in Q4 2010 to move into the 4th position.
Minimal change between free and paid Wi-Fi Models in the fourth quarter of 2010: • Paid locations grew 1.7% Worldwide, while free locations grew 0.5% within the U.S.
Q4 Rank Country Q4 2010
# of Locations Q3 2010
Rank % Change
(from Q3)
1 China 102,256 2 + 157.7%
2 United States 93,291 1 - 0.4%
3 France 30,831 3 - 0.2%
4 South Korea 26,882 7 + 109.9%
5 United Kingdom 26,515 4 - 4.7%
6 Germany 14,758 5 - 2.8%
7 Russia 14,674 6 - 0.1%
8 Japan 12,532 8 - 0.5%
9 Sweden 7,620 9 - 1.4%
10 Turkey 7,093 10 + 0.0%
13
Source: JiWire, Q4 2010.
JiWire Mobile Audience Insights Report Q4 2010
Source: JiWire, Q4 2010.
54.4%
Public Wi-Fi business models: Worldwide Q4 2010
72.6%
Public Wi-Fi business models: U.S. Q4 2010
25.7%
53.9%
Paid
Free
Paid
Free
Source: JiWire, Q4 2010.
45.6%
0.5%
1.7%
74.3%
Worldwide Location Highlights: Public Wi-Fi Locations
JiWire Mobile Audience Insights Report Q4 2010
Methodology:
JiWire’s Mobile Audience Insights Report is based on data from approximately 315,000 public Wi-Fi locations, as well as surveying more than 3,000 customers randomly selected across JiWire’s Wi-Fi Media Channel in Oct ’10 – Dec ‘10. JiWire serves advertisements to over 30,000 public Wi-Fi locations in North America and we record data from every ad request. This report is based on the ad request data we collected from October – December 2010. Quarterly public Wi-Fi location rankings and business model distributions are based on the final day of the quarter.
JiWire is the leading mobile audience media company, combining location and audience data to deliver targeted advertising across premium locations and wireless devices.
This Insights report provides a snapshot of usage trends and audience data over public Wi-Fi for the second quarter of 2010. This report is intended to highlight market trends for advertisers.
JiWire’s Location-Based Media Channel is comprised of more than 30,000 public Wi-Fi locations through partnerships with more than 30 leading wireless broadband telecommunications providers, with venues such as airports, hotels and cafés that serve more than 40 million unique users monthly. JiWire connects with the on-the-go audience across
multiple devices from laptops, to smartphones, to tablets. JiWire’s registry of public Wi-Fi locations includes more than 450,000 public Wi-Fi locations in 144 countries.
JiWire has been reaching on-the-go audiences since 2003.
For questions about this report, or for recommendations for future reports, please contact us at [email protected].