Unlocking the Power of Mobile (Global vs Local) 2 nd Aug, 2010 UM Digital Media Team

Transcription

1 Unlocking the Power of Mobile (Global vs Local) 2 nd Aug, 2010 UM Digital Media Team

2 Mobile adoption is happening in big ways but there s no roadmap for brands and consumers.

3 ipad crushes Obsession Did someone leave the next billion dollar device on the bar? Is this next one the iphone killer?

4 But for brand marketers, mobile devices are really just vessels. Mobile is about consumers who are mobile, not phones.

5 Context and location change the requirements for how brands relate to consumers

6 So we needed to know how and why consumers use mobile the way they do.

7 Unlocking the Power of Mobile Our research

8 OPIONS OF 8,000 ACTIVE SMARTPHONE USERS REPRESENTING GLOBAL TRENDS 1,000 of smart phone users participated in survey in Korea.

9 VOICE IS SECONDARY TO DATA SERVICES ON THE PHONE For Korea, voice calls are still playing a major role in mobile. VOICE CALLS 37% 45% OTHER 5% GAMING 8% DATA 49% 42% 9% 4% Data Voice calls Gaming Other

10 Everybody s Doing It

11 MOBILE INTERNET IS A TOOL FOR ALL AGES AND ASPECTS OF LIFE P2534 accounts for 42% of total mobile internet users in Korea. In Asia, mobile internet usage of teens is relatively high, on the other hand, senior shows low usage.

12 TWO THIRDS ACCESS MOBILE INTERNET EVERY DAY FOR AN AVERAGE OF 35 MINUTES For Korea, 56% access mobile internet every day for an average of 23 minutes.

13 Mobile is not for kids. Every vertical and segment can be reached Mobile changes contexts and locations of contact

14 Illustration: Best Western Capture consumers making hotel booking decisions on the go. 18 million promotional messages across 3.4 million navigation devices were activated by hotel proximity or search. Mobile interactions 700X greater than PC. 23% of mobile users became new loyalty members, 68% higher than from PC

15 Illustration: Hana Bank in Korea Enhancing customer relationship by launching 1 st iphone App among Korean banks. Provide smart phone banking App which contribute to increase reliance from customer. PR effect over 80 news were released through TV news and NPP etc. 3,000 downloads in 1 st day.

16 Mobile Internet Boosts Total Media Usage

17 MOBILE INTERNET IS ADDITIVE TO OTHER MEDIA THROUGH OCCUPYING DEAD TIME AND MULTI- TASKING

18 Multiply the effect by complementing, activating and enhancing other media types.

19 Illustration: Unilever Rexona, Brasil Each consumer touchpoint serves a role Online, offline and mobile messages are coordinated

20 Tag your media to trigger mobile actions. Marketers can use mobile to close the consumer loop.

21 SMARTPHONE SHIFT A POWER IN PORTAL PREFERENCE Users site preferences are changed after they experience convenience of Google and Daum by smart phone such as Daum map or Gmail etc. Before After - 9% 67% 3% 7% 13% 16% Naver Daum Google <Source : Digieco, Jan 2010>

22 OVER ONE QUARTER OF USERS PC INTERNET USAGE INCREASED Usage of PC internet increased because smartphone users rely on PC internet to find out information about apps such as review or news. Always access thru mobile 1% Decreased 15% Increased 28% Stayed the same 56%

23 Mobile Consumers are Always On

24 MOBILE INTERNET USED CONSTANTLY THROUGH THE DAY 70% 60% 50% 40% 30% 20% 10% 0% Just woken up Travelling to work/school During work/school During lunchtime at work/school Out and about (eg: shopping) Travelling home from work/school Relaxing out of home At sports/music events Relaxing at home Just before bedtime All countries

25 MOBILE INTERNET USED CONSTANTLY THROUGH THE DAY For Korea, an outside usage of mobile internet is more activated such as mapping sites or transportation info. services. 70% 60% 50% 40% 10% 30% 20% 10% 0% Just woken up Travelling to work/school During work/school During lunchtime at work/school Out and about (eg: shopping) Travelling home from work/school Relaxing out of home At sports/music events Relaxing at home Just before bedtime Korea

26 KEY NEED STATES FULFILLED BY MOBILE information feel connected knowledge follow brands manage my life instant quality of life helps with work pass the time fun & enjoyable feel good escape

27 DIFFERENT USAGE OF MOBILE GLOBAL VS. KOREA 1instant messaging 1 Mapping Location-based 2 services services social networking 2 mapping services 5 6 location-based services downloading / sharing music 9 3 local services and leisure information gaming 4 news websites 4 Live TV and events Travel services 10 Instant message 7 5 AR (Augmented reality) 6 3 VOIP (Voice-over internet protocol) Downloading / listening to music 9 Local services and leisure information Online banking 8

28 Mobile interactions are throughout the day. Bye bye laptop. Mobile is the second screen and the Internet device at home. <Good I HTS apps>

29 There s an App for that

30 CONSUMERS WILL ONLY USE APPS THAT OFFER THEM A REAL BENEFIT, BUT WILL DOWNLOAD MANY

31 GAMING ARE THE MOST COMMON USED APPS BOTH IN THE WORLD AND KOREA Mapping service Note Scheduler Housekeeping book Etc. SOCIAL COMMUNICATION GAMING PRODUCTIVITY

32 HOW PEOPLE GET INFORMATION ABOUT APPS Korean users rely on online search for others review or information about apps. friends & family 51% newspaper or magazine advertising 16% online reviews 31% television Ad 19% general internet search 39% visiting specific app comparison websites 26% through an app store on a mobile handset 37% blogs & social networks 26% television Ad 24% visiting specific app comparison websites 23% newspaper or magazine advertising 12% online reviews 50% general internet search 44% friends & family 39% through an app store on a mobile handset 33% blogs & social networks 47%

33 Branded apps hold consumer attention and build brand affinities. The good ones do

34 Illustration: Lionsgate, Saw VI Generate awareness, excitement and engagement 590,000 downloads 3.1 million sessions Avg. interaction time of 5 minutes

35 Illustration: Domino s pizza in korea 5% order rate increased since apps launch No. 2 downloads ranking among free apps 50,000 downloads in three days since launch Not only PR effect but actual sales increase

36 Apps + native capabilities of smartphones drive very productive behaviours. Branded apps effectively deliver customized content to opted-in consumers.

37 The future

38 ONE THIRD CHOOSE MOBILE INTERNET OVER PC ACCESS 50% among innovators

39 HIGH MOBILE INTERNET PREFERENCE IN INDIA, CHINA AND ITALY Mobile internet preference and PC internet penetration is inverse proportion to each other. In this context, Korea shows low mobile preference because PC internet takes less time with low cost. Mobile Internet Preference Internet Penetration 89% 76% 76% 80% 77% 49% 52% 41% 27% 38% 33% 24% 24% 24% 20% 7% India China Italy US Sweden UK Austrailia Korea <Source for internet penetration : Internet world stats, Dec 2009>

40 THE FOUR WINS FOR MARKETER IN MOBILE 1 Media ROI 2 In-store & Shopper Marketing 3 Loyalty & CRM Program Management 4 Consumer engagement with brands

41 THANK YOU For more information, pls. to