The Mobile Landscape in France and Europe

Transcription

1 The Mobile Landscape in France and Europe E-Marketing Forum - 4 January Blandine Silverman, Director Mobile bsilverman@comscore.com

2 Agenda Mobile Landscape Devices & Platforms From Phones Towards Connected Devices Mobile Media What? Content Consumption When? Usage Patterns Mobile Commerce Engagement Behaviour Transactions Mobile Marketing Several opportunities of contact with consumers

3 Mobile Landscape Devices & Platforms From Phones Towards Connected Devices 3

4 Smartphone Adoption Drives Growth in Mobile Media Consumption FR Smartphone Penetration FR Mobile Market Segments Smartphone 38, Just Voice 3, Mobile Media 43, Non Smartphone 6,9 7.9 million SMS (and not mobile media) 43,3.3 million Mobile Media User = Used browser, application, native , stream or download music and broadcast or on demand video (does not include SMS) 4 Data: Three month average ending October Country: FR, N=,47

5 Google s Android Has Rapidly Grown its Smartphone Market Share France: Smartphone Operating System Trend 3 3,6 33, Smartphone In nstall Base 3 3, 6,,3 6,9, 6, 8, 9,4 7,7, Microsoft Symbian RIM Apple Google Bada Other OS Oct. Nov. Dec. Jan. Feb. March April May June July Aug. Sept. Oct. Data: Three month average ending October Country: FR, N=,47

6 h t w o r G r a e Y n o r a e Y ) ( s e n o h p t r a m S # - - Google & Apple Gaining in Platform Penetration Symbian still represents largest installed base, but declining. Google s Android platform has grown rapidly to represent second largest audience., 3,,,, 6, 6,, 6 3, 6 3 4,,, 6, -,, S O r h e Ot ft so ro Mi c M RI l A p e l ge G o n bi a m S y h t ow G r t O c Data: Three month average ending October vs October 6 Country: EU, N= 67,79

7 More Than Smartphones: the Tablets are Coming 6.6 of EU mobile phone owners also used a tablet in October. All five countries have similar audiences with between.9 million and 3. million tablet users. U E S E T FR I K DE U 7 Data: Three month average ending October Country: EU, N= 67,79

8 l e G 7 Connected Device View Changes Platform Market Dynamics Operating system platforms extend beyond smartphones to tablets and other connected devices. Symbian and Android lead the smartphone market; Apple leads in combined market share of platforms. Europe : OS Market Share Audience Installed Base ft o s o imc r h e r O t 4 RI M n bi a m S y 8 S O i l e Ap p 3 6 g o d i o d r n A 8 Data: Three month average ending October Country: EU, N= 67,79

9 bl r e n r e n ; Tablet Demographics European tablet audience is predominantly male (6.9). Largest share of tablet owners are aged -34 (.3) r e d n e G b y s O w t e a T U E r e d n e G b y s O w e n h o tp r a m S U E ; me m F e 8, 3 F e me m ; me m H o 9, 6 ; me m H o 3 6, 7 3, 4 9 Data: Three month average ending October Country: EU, N= 67,79

10 Mobile Media Content Consumption Usage Patterns

11 Browser and Application Usage Showing Continuous Growth 4. of the French mobile market now use apps or their mobile browser, with usage growing at year on year. France: Browser and Application Usage Growth France: Used App OR Browser Market 4, 3, 3,,,,,,, 37,4 3,7 3,6 Used application (except native games) 3,9 8,8 4,6 Used browser 4, 3, 3,,,,,,, YoY Growth Market 4, 4, 3, 3,,,,,,, 4, oct- oct- Year-on-Year Growth Data: Three month average ending October Country: FR, N=,4

12 Top Smartphone Categories Social Networking reached a mobile audience of over 8 million users and was among the fastest growing categories with an increase of 8.6 year on year. France has seen explosive growth in mobile access to bank accounts almost year-on-year Smartphone Owners () France: Top Smartphone Categories 8,6 7, 7,7 68, 68,3 Personal Weather Social Networking Search News Maps Instant Messaging Oct- Oct- Year on Year Growth 99,9 6,9 63,8 69, 67,8 Bank Accounts Sports Work Information,, 8, 6, 4,,, YoY Growth Data: Three month average ending October Country: FR, N=,47

13 O S v te r C o P 6 : M P : M A 6 : M A : PCs for Lunch, Tablets for Dinner on Weekdays Most tablet activity was observed in the late evening between 9pm and pm. Computer-based traffic had its highest relative consumption during typical office hours, spiking around lunchtime. r b e m D e ce 7 d a y s ne d W e D a y : ra ve f fi c T ra P a ge i c e D e f o re h a : U E m p u bil e M o t bl e T a M Product: Custom Analytix 3 Data: 7 December Country: EU

14 Mobile Commerce Engagement Behaviour Transactions 4

15 U G ro ne mo F ra nce G e rman y Mobile Retail Shows Rapid Growth Mobile retail is one of the fastest growing phenomena amongst smartphone users, with more than 3.6 million EU smartphone owners accessing a retail site in October. UK had the largest audience (4.7 million), but Germany showed highest growth ( y-o-y). s r se h o p t r ma S g n ) a ( s r se U il t a R e bil e M o f h o t w t O c t O c i n pa S y l Ita m d o g Ki n d ite U n U E Data: Three month average ending October vs October Country: EU, N= 67,79

16 48 of French Smartphone Owners Use Their Phone for a Shopping Activity While in Retail Store Taking a picture of a product is the most common activity with 3.9 reach amongst all Mobile Shoppers, followed by texting or calling friends or family about a product with 6. reach France: Activities Performed in Retail Store among Smartphone Owners Took picture of a product 3,9 Texted or called friends/family about a product 6, Sent picture of product to family/friends Scanned a product barcode, 3,6 Found store location 8,6 Compared product prices Researched product features Found coupons or deals Checked product availability, 4,3 3,,8,,,,,, 3, Smartphone Data: Three month average ending October 6 Country: FR, N=,47

17 Deal-A-Day Conquers Mobile in France 8.7 of France s Smartphone owners used deal-a-day services in October, which accounts for almost.6 million.. of deal-a-day users accessed the service almost every day. Groupon is by far the most popular brand among deal-a-day users with 6.4 reach. Smartphone Owners Using Deal-a- Day Frequency of Using Deal-a-Day, 4, 4, 3, 3,,,,,,,, Almost every day 3,6 At least once each week 47, Once to three times throughout the month Top Deal-a-Day Reach Among Brands Deal-a-Day Users Groupon 6.4 KGB 7. Le Bon Plan Du Jour 6.3 LivingSocial.9 Lecoindesprivileges. 7 Data: Three month average ending October Country: FR, N=,47

18 Mobile Marketing Several opportunities of adverting contact 8

19 Brands Can Choose a Number of Methods to Start a Dialogue with Consumers Using a Smartphone Place banner and text ads on mobile internet sites or in applications: 4 millions of the French Smartphone market use Mobile Media and 9 of those users already recalled seeing a web/app ad in October. Build a mobile Facebook page: 8, millions of all French Smartphone owners access Social Networking sites and 39 of those read posts from organizations, brands or events. Place an ad inside a game: You ll reach 4, millions of the Smartphone market who play games and 43 of those players said, they have already seen in-game ads. 4 millions France: Methods of Interacting among Smartphone Owners Base: Smartphone 9 of Mobile Media users recalled seeing a web/app ad 8, millions 39 of Social Networking users read posts from organizations /brands / events 4, millions 43 of Mobile Games Players saw in-game ads Mobile Media Social Networking Played Games 9 Data: Three month average ending October Country: FR, N=,47

20 SMS Advertising Still Increasing In October, more than Million Smartphone owners received an SMS ad, which represents 8 of the total Smartphone audience. 9 of those who received SMS ads on Smartphone responded to an ad. France: SMS Advertising Market # Smartphone Owner rs () Responded to SM MS Ad oct.- nov.- déc.- janv.- févr.- mars- avr.- mai- juin- juil.- août- sept.- oct.- Received SMS Ads Responded to SMS advertisement Data: Three month average ending October Country: FR, N=,47

21 8 of Mobile Games Players with a Smartphone Made In-Game Purchase Most in-game purchases are made to buy cash points or tokens with 48.9 reach among in-game purchases, followed by purchasing virtual goods with 4.4. More than 4. million played mobile games on their Smartphones 8 of those made in-game purchases Made In-Game Purchase with Sm martphone 6,, 4, 3,,,, Type of In-Game Purchase 48,9 Purchased cash, points, or tokens 4,4 Purchased virtual goods 4,8 Upgraded game or added levels 3,7 Purchased gift for another player Data: Three month average ending October Country: FR, N=,47

22 Thank you Any Questions? Blandine Silverman