MOBILE CONNECTIONS AND EVOLUTION IDIL CAKIM NOVEMBER 2013

Transcription

1 MOBILE CONNECTIONS AND EVOLUTION IDIL CAKIM NOVEMBER 2013

2 OUR TIME TODAY I. Growth in mobile media A. Device B. Data C. Content II. III. Commercial opportuniaes and challenges in mobile A. Mobile path to purchase B. Consumer expectaaons Success stories 2

3 TABLET OWNERSHIP INCREASED 2X IN THE PAST YEAR Tablet ownership growing rapidly (but shll lower than it might feel) A % of homes with tablets 13% 26% Q Q Source: Nielsen Mobile Insights Source: Mobile Insights, NPOWER 3

4 IN 2013, WE PASSED 60% SMARTPHONE ADOPTION Among mobile subscribers, smartphone penetrahon is higher among Hispanics A SMARTPHONE PENETRATION 57% 47% 60% 60% 52% 51% 67% 68% 54% 58% 72% 62% HISPANICS NON- HISPANICS Q Q Q Q Q Q Source: Nielsen Mobile Insights 4

5 DATA USAGE IS REPLACING VOICE AND BILLED SMS/MMS Year Over Year Change in Mobile Phone Usage by Age US, Mobile CVM, Q B CHANGE IN VOICE MINUTES USED -26% -9% -5% -3% -5% # OF BILLED MESSAGES SENT/ RECEIVED -21% -12% -8% 3% 11% DATA USAGE (MB) 105% 57% 69% 61% 77% 5

6 DIGITAL IS BECOMING MOBILE Time Spent Among Users Hours : Minutes/Person, P2+ August 2013 B Online Web Browsing 27:00 Mobile Apps 32:23 Mobile Web Browsing 4: HOURS Source: Nielsen Netview, Mobile Insights,

7 MOBILE VIDEO IS PART OF THE MEDIA MIX While mobile video is shll a niche achvity, it competes with online video for audiences abenhon. 18% Video PenetraAon Total PopulaHon, Q MOBILE VIDEO (PHONE) Monthly Time Spent Among Video Users (hh:mm) 5 : 4 5 C 53% ONLINE VIDEO 6 : % TELEVISION : 3 7 Source: Nielsen, based on Total US PopulaHon, Persons 2+ for TV and Online, 13+ for Mobile, Q Source: Nielsen People Meter, Nielsen Video Census, Mobile Video Report 7

8 CONSUMERS HAVE GONE MULTI- PLATFORM 86% of tablet owners use their device while watching TV C 89% of smartphone owners use their device while watching TV While Watching TV: ~40% mula- screen daily habit 8

9 TWITTER TV IS LARGE, AND GROWING C Copyright 2012 The Nielsen Company. ConfidenHal and proprietary. Source: Nielsen SocialGuide 9

10 SOCIAL TV IS MOBILE: MAJORITY OF SOCIAL TV TWEETS COME FROM TWITTER APPS Top Clients for Social TV Posts Twiber for iphone Twiber for Android % of Total 47% 18% Twiber.com 13% Twiber for ipad 3% Twiber for Blackberry 2% Tweetdeck 2% C Source: Nielsen SocialGuide, Q

11 APP USAGE ON SMARTPHONES IS INCREASING AT THE EXPENSE OF MOBILE WEB App/Web Distribution of Time Spent US, Smartphone, ipad, March C App 81% Web 19% App 85% Web 15% App 77% Web 23% March 2012 March 2013 March

12 WIDE VARIETY OF APPS DRIVING ENGAGEMENT Time per Person per Week (hh:mm) - Apps US, Smartphone, March Top 10 Apps by Total Minutes (billions) US, Smartphone, March 2013 C +44% 6:42 Facebook Instagram Gmail :40 Twitter 5.5 Candy Crush Saga 4.3 Google Maps 4.0 Chrome 3.8 Pandora Radio 3.6 Words With Friends Free 3.4 March 2012 March 2013 YouTube

13 OUR TIME TODAY I. Growth in mobile media A. Device B. Data C. Content II. III. Commercial opportuniaes and challenges in mobile A. Mobile path to purchase B. Consumer expectaaons Success stories 13

14 MOBILE DEVICES ALREADY PREVALENT IN CONSUMER PATH TO PURCHASE Women Men Comparing prices online while shopping in a store 33% 37% Scanning a barcode to compare prices/ product info 15% 22% Purchase A 42% 33% Browsing products through mobile web or apps 26% 18% Searching for/using online coupons Discovery 24% 22% Purchasing products through mobile sites or apps 7% 9% Paying for goods and/ or services at POS at a merchant Source: Nielsen Mobile Insights 14

15 MOBILE DEVICES ARE PERSONAL SHOPPING ASSISTANTS 88% Top 10 Shopping Apps Active Reach % US, iphone and Android, March 2013 ebay Mobile 17% A Amazon Mobile 17% Groupon 14% shopkick 10% Best Buy 6% LivingSocial 5% Walgreens 5% Device usage while out shopping or running errands 39% Target Craigslist Mobile RedLaser 4% 4% 3% Source: Nielsen Mobile Insights 15

16 MOBILE AD SPEND GROWING; BUT NOT FAST ENOUGH! Mobile, digital and total ad revenues (US$ billions) worldwide Mobile ad revenue Digital ad revenue Total media ad spend Mobile ad share of digital spend Mobile ad share of total spend 2012 $8.8b $104.04b $503.1b 8.5% 1.75% Opportunity: Consumers spend 16% of their monthly screen Hme on mobile! A 2013 $16.65b $117.6b $517.1b 14.2% 3.22% Source: emarketer (August 2013) Source: emarketer, Nielsen Cross- Plaeorm Report Q2 2013, Netview August 2013 Note: Screen Hme is calculated based on Q hours:min/person/month Hme spent on TV, mobile, online, game console and DVD 16

17 ONLY 1 IN 5 SMARTPHONE OWNERS BELIEVE ADS BELONG ON THEIR DEVICE VERSUS 1 OF 2 ON TV Advertising on this device is acceptable. B Television 47% Tablet 33% Smartphone 20% Source: Nielsen Mobile Source: Connected Q Device Mobile Connected Report, 2012 Device Report 17

18 CONCERNS ABOUT PRIVACY RELEVANCY VALUED B 30% of users find ads with custom locaaon- based offerings more useful Agree 30% Delicate balance between placing relevant ads and encroaching on privacy Disagree 70% Source: Nielsen Mobile Connected Device Report,

19 OUR TIME TODAY I. Growth in mobile media A. Device B. Data C. Content II. III. Commercial opportuniaes and challenges in mobile A. Mobile path to purchase B. Consumer expectaaons Success stories 19

20 NIELSEN S 3R APPROACH TO UNDERSTAND AND OPTIMIZE AD EFFECTIVENESS REACH Reach the right people Did my intended audience see my campaign? RESONANCE Influence their opinion Did my campaign deliver the desired brand impact? REACTION Impact their behavior Did my campaign deliver the desired consumer response? 20

21 MULTI- PLATFORM APPROACH DRIVES CAMPAIGN PERFORMANCE Evolving media consumphon habits mandate a mulh- plaeorm markehng approach Nielsen- Google study Adding Digital Video to TV campaign lioed Recall 40%+ TV + PC Video, Phone Video and Tablet Video 74% TV Only 50% Q2. From the list below do you recall seeing any adverhsements for the following brands? Source: Nielsen Google XP AdverHsing Project,

22 MOBILE EXPOSURES HAVE STRONGER RECALL iad: Leading Retailer Brand Study iad Banner vs. Online Banner Ad Performance Improvement 1.5x 2x Full iad vs. Concurrent TV Ad Campaign 2x 4x 3.5x 4x Ad Recall Brand Recall Ad Recall Brand Recall Ad Favorability Purchase Intent iad: New Car Brand Study iad Banner vs. Online Banner Ad Performance Improvement 1.7x 2.5x Full iad vs. Concurrent TV Ad Campaign 1.4x 1.9x 2x 2.3x Ad Recall Brand Recall Ad Recall Brand Recall Ad Favorability Purchase Intent Source: Apple iad Network 22

23 CASE STUDY: SPACE150 AND BUFFALO WILD WINGS USE DIGITAL/MOBILE TO LIFT KEY BRAND METRICS CHALLENGE Reach Buffalo Wild Wings guests across digital touch points Drive traffic to Buffalo Wild Wing restaurants during the football season Prove how desktop and mobile tachcs affect in- store sales CAMPAIGN Protect the Football game across online and mobile Focus campaign on: Sports fans who are casual diners Sites with relevant content Mobile users near a Buffalo Wild Wings restaurant Geographic areas with colleges and bars Source: Nielsen- space150/buffalo Wild Wings Case Study 23

24 CAMPAIGN INCREASES CONSUMER INTENT ONLINE AND ON MOBILE RESULTS Protect the Football game has been the most engaging lander to date during Buffalo Wild Wings most important season Drove 45% brand liq in intent to visit amongst users who were exposed to the mobile campaign Drove 26% brand liq in intent to visit amongst users who were exposed to the online campaign Source: Nielsen- space150/buffalo Wild Wings Case Study 24

25 TAKE AWAY 1 When asking for consumers trust, be relevant and provide useful content. 2 Measure added value from mobile to show it merits media dollars. 3 Connect the dots between mobile exposure (reach), brand aqtudes (resonance) and consumer acaons. Copyright 2012 The Nielsen Company. ConfidenHal and proprietary. 25

26 APPENDIX 26

27 Tablet and smartphone owning households are more likely to adopt and use other devices Super Connected Consumer! Technology Tablet Households Non- Tablet Households Smartphone Households Non- Smartphone Households Video Game Console 60% 41% 59% 25% DVR 63% 43% 57% 34% DVD 88% 82% 85% 81% Broadband Access 96% 70% 85% 63% Smartphone 82% 56% Tablet % 12% PC 100% 79% 92% 72% IPOD 53% 26% 45% 13% Portable Video Game Player 26% 14% 23% 7% Source: Nielsen NPOWER, Sample InformaHon as of May 13 th 27

28 HISPANICS OVER- INDEX ON MOBILE ACTIVITY Biggest differences are in entertainment usage (streaming, games) PERCENT OF SEGMENT ENGAGING IN A MOBILE ACTIVITY Copyright 2012 The Nielsen Company. ConfidenHal and proprietary. MOBILE INTERNET MODE APP DOWNLOADS SOCIAL NETWORKING CONNECT STREAMING AUDIO ENJOY GAME DOWNLOADS TEXT ALERTS LEARN LOCATION- BASED SERVICES MOBILE SHOPPING COMMERCE BAR CODE SCANNER MOBILE BANKING Source: Nielsen Mobile Insights Q % 28% 29% 28% 26% 20% 18% 15% 25% HISPANIC NON- HISPANIC 44% 35% 41% 48% 37% 38% 37% 39% 34% 54% 53% 55% 65% 28