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Uk mobile stats summary oct ’11 – jan ‘12

Jason Cross, profile picture
Jason Cross

Mobile app usage is highest among younger age groups according to Nielsen data. 17% of consumers researched holidays on mobile apps or sites according to Econsultancy, and 46% said a negative mobile experience would negatively impact a brand. In 2011 there were over 1 billion app downloads in the US along with 103 million mobile tweets per day and over 20 million 2D barcode scans in Q3. More smartphones were sold in the US than PCs. 75% of global mobile users send text messages, 46% of UK residents own smartphones, and the UK leads in mobile shopping at 10.5% for auctions and 9.2% for retail. Smartphone ownership increased in the EU5 between 2010-2011 with the UK

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Mobile stats summary Oct 11 – Jan 12 Copyright Incentivated Limited 2011 www.incentivated.com
Android app usage Android mobile app reach by age, Nielson Smartphone Analytics, Device Metering Data, Sept 2011 (US data) Copyright Incentivated Limited 2011
Holidays and mobile 17% 4% 46% Have researched a holiday on Of consumers said a Amount of visits to a mobile app or site negative mobile experience expedia.com accounted for by mobile would negatively impact brand perception Source: Econsultancy, Jan 2012, http://econsultancy.com/uk/blog/8516-17-of-consumers-research-holidays-on-mobile-stats?utm_medium=email&utm_source=topic Copyright Incentivated Limited 2011
Looking back on 2011, the year of mobile Some stats from the US 1bn 103m 20m App downloads 2D barcode scans in Q3 Mobile tweets posted every day Source: Mobile Marketer, Jan 2012, http://www.mobilemarketer.com/cms/news/research/11706.html Copyright Incentivated Limited 2011
Looking back on 2011, the year of mobile Some stats from the US $6.7bn mCommerce sales > More smartphones bought in the US than PCs Source: Mobile Marketer, Jan 2012, http://www.mobilemarketer.com/cms/news/research/11706.html Copyright Incentivated Limited 2011
Mobile behaviour 75% 46% 2x of mobile users around the This equates to double the Of the UK population own world send text messages ownership since February smartphones as of August 2011 2010 Source: Stat 1: A Pew Research Center Global Attitudes Project study, December 20, 2011, based on n=700-4,029 per country data across 21 nations http://www.pewglobal.org/2011/12/20/global-digital-communication-texting-social-networking popular-worldwide/1/ Stats 2 & 3: Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
Mobile behaviour The UK leads on mobile online shopping 10.5% 9.2% of people in the UK have of people in the UK have visited an auction site via visited a retail site via mobile mobile Source: comScore MobiLens, three-month average ending May 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
Mobile internet usage Use of mobile phone to access the internet around the world 50% 46% 43% 45% 41% 39% 40% 38% 40% 35% 30% 25% 20% 15% 10% 5% 0% UK France Germany Italy USA Australia Source: Ofcom consumer research, 2008, 2010, 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
Mobile subscribers with smartphones UK has highest smartphone ownership in the EU5 50% 46% Feb-­‐10 Aug-­‐11 45% 45% 40% 40% 35% 32% 33% 35% 30% 30% 24% 25% 20% 18% 16% 15% 10% 5% 0% UK France Germany Italy Spain Source: comScore MobiLens, three-month averages ending February 2010 and August 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
Mobile behaviour Proportion of mobile subscribers who accessed news on their mobile 30% Feb-­‐10 Aug-­‐11 25% 25% 20% 17% 16% 15% 15% 15% 15% 11% 10% 9% 10% 7% 5% 0% UK France Germany Italy Spain Source: comScore MobiLens, three-month averages ending February 2010 and August 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
Mobile behaviour Use of mobile phone to access the internet (UK users) 50% 46% 45% 40% 37% 35% 30% 25% 21% 20% 15% 10% 5% 0% 2008 2010 2011 Source: Ofcom consumer research, 2008, 2010, 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
Mobile behaviour Use of online financial services on mobile phone (UK users) 10% 9% 9% 8% 7% 6% 5% 5% 4% 4% 3% 2% 1% 0% Accessed  bank  accounts Accessed  credit  cards Accessed  electronic  payments Source: comScore MobiLens, age 13+, three-month average ending March 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
Mobile usage behaviour Use of selected functions on mobile phones (UK users) 100% 91% 90% 80% 70% 60% 47% 45% 50% 40% 35% 34% 26% 30% 20% 10% 0% Sent  a  text  m essage Used  browser Used  app  (exc.  pre-­‐ Accessed  social Played  g ames Listened  to  m usic installed) networking Source: comScore MobiLens, three-month average ending September 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
Mobile internet usage Use of selected internet/data services on mobile phones (UK users) 35% 32% 31% 29% 30% 25% 23% 21% 20% 15% 15% 10% 5% 5% 0% Emails Playing  g ames Social  n etworks Downloading Instant Watching  video Watching  TV apps messaging clips programmes Source: Ofcom consumer research, October 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf. Base: all those who use internet on their mobile phones. Copyright Incentivated Limited 2011
Operating system share of smartphone sales Google the clear leader for sales in 2011 Smartphone sales for 2011 in the UK Other,  1.5% Symbian,   6.7% Apple,   20.8% RIM,  21.2% Microsoft,   1.5% Google,   48.3% Source: Kantar Worldpanel ComTech 12 weeks ending September 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
Share of internet traffic on other devices Mobile phones account for most non-PC internet traffic Share of non-computer device traffic (%) 100% 90% 80% 70% 60% 63% 59% 68% 68% 50% 40% 30% 20% 28% 30% 10% 22% 23% 0% UK France Germany USA Tablets Mobile  phones Source: comScore Device Essentials, May 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
Mobile ownership and behaviour EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage 51% 18% 39% Of respondents own Of respondents have used Of respondents own tablets smartphones mobile apps more in the last year Source: EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage, http://www.episerver.com/Global/Best%20Practice/Mobile%20Report%20FINAL.pdf n=1,000 Copyright Incentivated Limited 2011
Mobile behaviour EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage 51% 43% 24% Use mobile internet to look Use mobile internet to find Use mobile internet to up directions info about organisations make purchases and brands while on the move Source: EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage, http://www.episerver.com/Global/Best%20Practice/Mobile%20Report%20FINAL.pdf n=1,000 Copyright Incentivated Limited 2011
Mobile behaviour EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage, October 2011 70% 64% 60% 50% 40% 32% 30% 25% 20% 15% 14% 10% 0% Find  m obile  sites  h ard  to Will  stop  u sing  a  m obile Rarely  feel  the  m obile Will  try  competitor's  site Will  g ive  a  m obile  site  an navigate site  if  it's  h ard  to version  of  a  website if  m obile  website  isn't average  of  3  changes navigate meets  their  expectations working before  m oving  on Source: EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage, http://www.episerver.com/Global/Best%20Practice/Mobile%20Report%20FINAL.pdf n=1,000 Copyright Incentivated Limited 2011
Mobile stats 10bn 26m 18% Total number of Android Number of Starbucks Of US consumers are Market app downloads as of transactions made via mShopping in store Dec 2011 mobile so far in 2011 Source: stat 1: http://econsultancy.com/uk/blog/8446-android-market-clocks-up-10bn-downloads stat 2: http://econsultancy.com/uk/blog/8435-starbucks-sees-26m-transactions-made-via-mobile stat 3: http://www.mobilemarketingmagazine.co.uk/content/18-cent-us-consumers-mshopping-store Copyright Incentivated Limited 2011
Internet users in the UK Strong mobile internet growth across all age groups GB adult internet users who accessed the Internet via mobile in the last three months 80% 16-­‐24 25-­‐34 35-­‐44 45-­‐54 55-­‐64 65+ 71% 70% 65% 60% 47% 49% 50% 44% 40% 33% 32% 33% 32% 27% 25% 30% 21% 19% 20% 13% 10% 8% 10% 5% 5% 0% 2009 2010 2011 Source: Statistical Bulletin: Internet Access - Households and Individuals, 2011. Prepared by the Office for National Statistics, August 2011. Base: GB adults who accessed the Internet in the last three months prior to Aug 2009, Aug 2010, Aug 2011. http://www.ons.gov.uk/ons/dcp171778_227158.pdf Copyright Incentivated Limited 2011
Growth in worldwide mobile traffic A case study from Belron Users who accessed Belron sites via mobile (Belron brands include Autoglass, O Brien, Glass Medic, Speedy Glass, and others) 21.10% 20.70% 20.60% Aug-­‐11 Dec-­‐10 May-­‐10 19.30% 20.00% 15.00% 12.70% 11.40% 9.50% 9.80% 9.30% 10.00% 6.50% 6.20% 6.10% 5.10% 4.60% 5.00% 3.60%3.20% 2.40% 2.50% 0.00% USA Australia UK N orway Canada France Source: Econsultancy Mobile Websites and Apps Optimization Best Practice Guide, http://econsultancy.com/uk/blog/8216-70-of-companies-yet-to-launch-a-mobile-site-survey Copyright Incentivated Limited 2011
Mobile internet in the UK Office for National Statistics research, released November 2011 6m 45% People in the UK accessed Of internet users in the UK mobile internet for the first access the internet via time in the previous 12 mobile months Source: Econsultancy, http://econsultancy.com/uk/blog/8216-70-of-companies-yet-to-launch-a-mobile-site-survey Copyright Incentivated Limited 2011
Mobile internet success stories Econsultancy research, released November 2011 Mobile now accounts for £66m £10m 10% of all eBay UK sales In sales via Ocado s iOS and Android apps this year, In sales via Domino s mCommerce platforms in accounting for 12% of all 2011 purchases Source: Econsultancy, http://econsultancy.com/uk/blog/8216-70-of-companies-yet-to-launch-a-mobile-site-survey Copyright Incentivated Limited 2011
Mobile internet success stories Econsultancy research, released November 2011 4% of Argos total sales are Which equates to £2.6m in mobile sales per week from mobile devices Source: Econsultancy, http://econsultancy.com/uk/blog/8216-70-of-companies-yet-to-launch-a-mobile-site-survey Copyright Incentivated Limited 2011
mCommerce in the UK IMRG research, released October 2011 7% 3.3% of overall eCommerce traffic of eCommerce purchases accounted for by mobile are now made from mobile devices in Q2 2011, vs 1.4% in devices, up from 0.4% in Q1 2010 Q1 2010 Source: IMRG research released October 2011, http://www.imrg.org/ImrgWebsite/User/Pages/Press%20Releases-IMRG.aspx?pageID=86&parentPageID=85&isHomePage=false&isDetailData=true&itemID=6127&specificPageType=5&pageTemplate=7 Copyright Incentivated Limited 2011
mCommerce in the UK Intersperience research, released October 2011 8% 21% Of UK adults buy through Intend to do so in the their mobile phones future Source: Intersperience research, n > 1,000 British adults, released October 2011, http://www.intersperience.com/knowledge_more.asp?know_id=57 Copyright Incentivated Limited 2011
mCommerce predictions in the UK Total mCommerce sales to reach £2.5bn by 2016 Mobile retail spending by category (in millions) £600 2011 2016 £500 £400 £300 £200 £100 £0 Ticketing Vouchers  &  D eals Fashion  (Clothing, H ealth  &  G rocery Media  (Books,  Music Computing  and Accessories, (Food  &  D rink, &  Videos) Appliances Footwear) Beauty,  H ealth) Source: Forecast excludes digital downloads, travel and financial services. All figures in £ millions. PayPal research, released November 2011 http://www.retail-jeweller.com/multichannel/m-commerce-sales-to-reach-25bn-by-2016/5030898.article Copyright Incentivated Limited 2011
mCommerce in the US IBM Coremetrics Benchmark (US data) research, released November 2011 iPhone accounts for Android accounts for 4% 3.5% retail site mobile traffic in retail site mobile traffic in October 2011 October 2011 Source: IBM Coremetrics Benchmark (US data) research, released November 2011, data gathered directly from over 500 leading US retailers, http://www.marketwatch.com/story/mobile-device-retail-traffic-to-more-than-double-this-novemberholiday-season-reports-ibm-2011-11-04 Copyright Incentivated Limited 2011
mCommerce in the US Percent of people using mobile devices to visit retail sites (US data) 14% 12% 11% 10% 8% 6% 4% 4% 2% 0% 2010 2011 Source: IBM Coremetrics Benchmark (US data) research, released November 2011, data gathered directly from over 500 leading US retailers, http://www.marketwatch.com/story/mobile-device-retail-traffic-to-more-than-double-this-novemberholiday-season-reports-ibm-2011-11-04 Copyright Incentivated Limited 2011
Mobile and travel Amadeus: The Always-Connected Traveller report 16% 10% 40% Of surveyed travellers use Of surveyed travellers Of surveyed travellers use smartphones to book flights would use real time flight tablets to book flights status updates on mobile Source: Amadeus: The Always-Connected Traveller, n=1000, http://www.amadeus.com/airlineIT/the-always-connected-traveller/docs/Amadeus-The-Always-Connected-Traveller-2011-EN.pdf Copyright Incentivated Limited 2011
Global smartphone manufacturer market share Year-on-year changes for worldwide smartphone market share Gartner research, released November 2011 30% 3Q10 3Q11 25% 20% 15% 10% 5% 0% N okia Samsung LG Apple Z TE Research  I n H TC Motorola H uawei Sony Electronics Motion Device Ericsson Source: Gartner research, based on sales to end users, http://www.gartner.com/it/page.jsp?id=1848514. Other smartphone manufacturers account for 33.8% on 3Q11 and 32.5% in 3Q10. Copyright Incentivated Limited 2011
Global smartphone OS market share Year-on-year changes for worldwide smartphone OS market share Gartner research, released November 2011 60% 3Q10 3Q11 50% 40% 30% 20% 10% 0% Android Symbian iOS Research  I n Bada Microsoft Others Motion Source: Gartner research, based on sales to end users, http://www.gartner.com/it/page.jsp?id=1848514. Other smartphone manufacturers account for 33.8% on 3Q11 and 32.5% in 3Q10. Copyright Incentivated Limited 2011
Barriers to purchase on mobile Our Mobile Planet 80% 69% 70% 60% 50% 40% 34% 30% 20% 9% 4% 6% 4% 10% 2% 2% 0% Too Too  expensive Prefer  to  u se  a N ever  h eard  of Doesn't  feel Payment  too Payment Others complicated PC/laptop these  services secure complex features  were not  available Source: http://www.ourmobileplanet.com/ Copyright Incentivated Limited 2011
mCommerce Verdict Research/Barclays £19.3bn Total mCommerce spend by £5bn £3.1bn Total mCommerce spend Total mCommerce spend 2021 on personal care by 2021 on food and groceries by 2021 Source: Verdict Research/Barclays Copyright Incentivated Limited 2011
The Logic Group œ  New report from TLG: ˜  The Imperatives for Customer Loyalty 2011: The changing world of consumers; mature markets and new technology œ  The questions ˜  The research poses the following questions: ˜  Which sectors do we feel loyal to and why? ˜  What does being loyal mean and which schemes are we members of? ˜  What are we saying online about loyalty schemes? ˜  How do we feel about the schemes we belong to and what makes a good loyalty scheme? ˜  What do we want from loyalty schemes in the future and what is the role of new technology œ  H:MarketingResearch, Facts & FiguresThe Logic Group - loyalty Copyright Incentivated Limited 2011
The Logic Group - example The Imperatives for Customer Loyalty 2011, released November 2011 Source: Verdict Research/Barclays Copyright Incentivated Limited 2011
The Logic Group - example The Imperatives for Customer Loyalty 2011, released November 2011 Copyright Incentivated Limited 2011
Mobile growth by the numbers An analysis of mobile use of 30 of our e-commerce sites, over 1.5m visitors 10% 81% 31% iPhone 90% mobile desktop 47% iPad Source: Screen Pages research, http://www.screenpages.com/about/articles/mobile-research Confidential data, although generally niche brands selling lifestyle goods with average order value of ~ £100 to ABC1s. Copyright Incentivated Limited 2011
Advertising spend Mobile marketing on the rise % change in advertising spend (2009-2010) 80% From 2009-2010, mobile marketing increased by 75% to almost US$1.5bn. This is expected to 70% rise with the increase of smartphone ownership. 60% 50% 40% 30% 20% 10% 0% -­‐10% Mobile Social  m edia Internet Television Radio Outdoor Magazines N ewspaper marketing Source: Microsoft Tag (US data), http://tag.microsoft.com/community/blog/t/the_rise_and_fall_of_advertising_media.aspx Copyright Incentivated Limited 2011
Mobile growth by the numbers Some recent stats 350m 1m 72% Number of existing MAYBEof new iOS Number and Android devices of mobile web users don t download apps iOS and Android 30% devices activated every day at all Source: Circles 1 and 2 - Microsoft Tag (US data), http://tag.microsoft.com/community/blog/t/the_rise_and_fall_of_advertising_media.aspx Circle 3 - eConsultancy, http://econsultancy.com/uk/blog/8036-the-future-is-mobile-but-is-your-site-ready Copyright Incentivated Limited 2011
MEF research MEF research, released October 2011 Consumers are much more likely to access mobile than fixed internet on a daily basis Source: Source: MEF Global Consumer Survey 2011. Base=8,530 feature-and smartphone owners in 9 countries Copyright Incentivated Limited 2011
IBM CMO research IBM research, released October 2011 Four out of five CMOs plan to use mobile more extensively over the next three to five years Source: 1,734 executives interviewed for the 2011 IBM Global Chief Marketing Officer Study. N=1,734 throughout 19 industries and 64 countries. Copyright Incentivated Limited 2011
MEF smartphone research MEF research, released October 2011 91% 71% 72% Of smartphone users in the Of smartphone users Of smartphone users UK have used their mobile for worldwide have purchased worldwide use mobile commerce (research or using mobile internet on a daily basis purchase) Source: Source: MEF Global Consumer Survey 2011. Base=8,530 feature-and smartphone owners in 9 countries Copyright Incentivated Limited 2011
mCommerce update WorldPay research, released October 2011 39% 31% Of smartphone shoppers are Of smartphone users are frustrated with the length of frustrated with websites not the mobile buying process being mobile friendly Source: Source: The research was conducted through the following channels: an online poll by Consensus Research, amongst 1,023 consumers; an online panel with decision makers from 1,295 organisations of all sizes, conducted by ICD research; 10 in-depth phone and face-to-face interviews with decision makers with responsibility for e, and m-payments amongst the top 100 UK e-tailers, carried out by e-digital research during later 2010 early 2011 on behalf of WorldPay. Copyright Incentivated Limited 2011
US smartphone data In August 2011, 56% of recent acquirers in the US chose an Android device Nielson US data, released October 2011 11% 6% 9% 18% 28% 28% 56% 43% All  smartphone  subscribers 3mo  recent  acquirers Android iOS BlackBerry Other Source: Nielson US data, released October 2011 Copyright Incentivated Limited 2011
mCommerce Forrester research, released October 2011 15% 30m 31% Of all search queries come Forecasted number of UK Of UK adults use mobile from mobile devices, up from mobile internet users by internet at least once a month 7% last year 2012 Source: Source: Forrester research, n=>330,000, sample from Europe, North America, and Asia Pacific regions. http://www.nma.co.uk/3031261.article?cmpid=NMAE01&cmptype=newsletter&email=true Copyright Incentivated Limited 2011
mCommerce eBay and Latitude research, released October 2011 $4bn 32% Expected mCommerce sales Of 18-34 year olds to use for eBay in 2011 mCommerce this Christmas Source: Stat #1: http://www.mobilemarketingmagazine.co.uk/content/ebay-forecasts-5bn-mobile-sales-2011, Stat #2 http://www.mobilemarketingmagazine.co.uk/content/third-18-34s-will-mobile-shop-christmas Copyright Incentivated Limited 2011
Mobile and charity 42% £96m 15% Of charities now use mobile Estimated value of SMS Of donations on the JustGiving for fundraising donations in 2014 website were made through mobile devices Source: Stat #1 and #3: nfpSynergy and the Charities Aid Foundation report from June 2011, http://www.nfpsynergy.net/includes/documents/cm_docs/2011/n/nfpsynergy_sms_report_version_20_july_2011.pdf Stat #2: Charity Aid Foundation and ResPublica report from Sept 2010, http://www.respublica.org.uk/documents/gfj_ResPublica%20Digital%20Giving%20Executive%20Summary.pdf Copyright Incentivated Limited 2011
Mobile and charity $32m 21% 34% Amount raised via SMS by Of people are very likely or Of 16-34 year olds are very the American Red Cross quite likely to donate via likely or quite likely to donate for the Haiti earthquake mobile via mobile appeal Source: Stat #1 #2 #3: nfpSynergy and the Charities Aid Foundation report from June 2011, http://www.nfpsynergy.net/includes/documents/cm_docs/2011/n/nfpsynergy_sms_report_version_20_july_2011.pdf Copyright Incentivated Limited 2011

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Uk mobile stats summary oct ’11 – jan ‘12

  • 1. Mobile stats summary Oct 11 – Jan 12 Copyright Incentivated Limited 2011 www.incentivated.com
  • 2. Android app usage Android mobile app reach by age, Nielson Smartphone Analytics, Device Metering Data, Sept 2011 (US data) Copyright Incentivated Limited 2011
  • 3. Holidays and mobile 17% 4% 46% Have researched a holiday on Of consumers said a Amount of visits to a mobile app or site negative mobile experience expedia.com accounted for by mobile would negatively impact brand perception Source: Econsultancy, Jan 2012, http://econsultancy.com/uk/blog/8516-17-of-consumers-research-holidays-on-mobile-stats?utm_medium=email&utm_source=topic Copyright Incentivated Limited 2011
  • 4. Looking back on 2011, the year of mobile Some stats from the US 1bn 103m 20m App downloads 2D barcode scans in Q3 Mobile tweets posted every day Source: Mobile Marketer, Jan 2012, http://www.mobilemarketer.com/cms/news/research/11706.html Copyright Incentivated Limited 2011
  • 5. Looking back on 2011, the year of mobile Some stats from the US $6.7bn mCommerce sales > More smartphones bought in the US than PCs Source: Mobile Marketer, Jan 2012, http://www.mobilemarketer.com/cms/news/research/11706.html Copyright Incentivated Limited 2011
  • 6. Mobile behaviour 75% 46% 2x of mobile users around the This equates to double the Of the UK population own world send text messages ownership since February smartphones as of August 2011 2010 Source: Stat 1: A Pew Research Center Global Attitudes Project study, December 20, 2011, based on n=700-4,029 per country data across 21 nations http://www.pewglobal.org/2011/12/20/global-digital-communication-texting-social-networking popular-worldwide/1/ Stats 2 & 3: Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
  • 7. Mobile behaviour The UK leads on mobile online shopping 10.5% 9.2% of people in the UK have of people in the UK have visited an auction site via visited a retail site via mobile mobile Source: comScore MobiLens, three-month average ending May 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
  • 8. Mobile internet usage Use of mobile phone to access the internet around the world 50% 46% 43% 45% 41% 39% 40% 38% 40% 35% 30% 25% 20% 15% 10% 5% 0% UK France Germany Italy USA Australia Source: Ofcom consumer research, 2008, 2010, 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
  • 9. Mobile subscribers with smartphones UK has highest smartphone ownership in the EU5 50% 46% Feb-­‐10 Aug-­‐11 45% 45% 40% 40% 35% 32% 33% 35% 30% 30% 24% 25% 20% 18% 16% 15% 10% 5% 0% UK France Germany Italy Spain Source: comScore MobiLens, three-month averages ending February 2010 and August 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
  • 10. Mobile behaviour Proportion of mobile subscribers who accessed news on their mobile 30% Feb-­‐10 Aug-­‐11 25% 25% 20% 17% 16% 15% 15% 15% 15% 11% 10% 9% 10% 7% 5% 0% UK France Germany Italy Spain Source: comScore MobiLens, three-month averages ending February 2010 and August 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
  • 11. Mobile behaviour Use of mobile phone to access the internet (UK users) 50% 46% 45% 40% 37% 35% 30% 25% 21% 20% 15% 10% 5% 0% 2008 2010 2011 Source: Ofcom consumer research, 2008, 2010, 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
  • 12. Mobile behaviour Use of online financial services on mobile phone (UK users) 10% 9% 9% 8% 7% 6% 5% 5% 4% 4% 3% 2% 1% 0% Accessed  bank  accounts Accessed  credit  cards Accessed  electronic  payments Source: comScore MobiLens, age 13+, three-month average ending March 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
  • 13. Mobile usage behaviour Use of selected functions on mobile phones (UK users) 100% 91% 90% 80% 70% 60% 47% 45% 50% 40% 35% 34% 26% 30% 20% 10% 0% Sent  a  text  m essage Used  browser Used  app  (exc.  pre-­‐ Accessed  social Played  g ames Listened  to  m usic installed) networking Source: comScore MobiLens, three-month average ending September 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
  • 14. Mobile internet usage Use of selected internet/data services on mobile phones (UK users) 35% 32% 31% 29% 30% 25% 23% 21% 20% 15% 15% 10% 5% 5% 0% Emails Playing  g ames Social  n etworks Downloading Instant Watching  video Watching  TV apps messaging clips programmes Source: Ofcom consumer research, October 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf. Base: all those who use internet on their mobile phones. Copyright Incentivated Limited 2011
  • 15. Operating system share of smartphone sales Google the clear leader for sales in 2011 Smartphone sales for 2011 in the UK Other,  1.5% Symbian,   6.7% Apple,   20.8% RIM,  21.2% Microsoft,   1.5% Google,   48.3% Source: Kantar Worldpanel ComTech 12 weeks ending September 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
  • 16. Share of internet traffic on other devices Mobile phones account for most non-PC internet traffic Share of non-computer device traffic (%) 100% 90% 80% 70% 60% 63% 59% 68% 68% 50% 40% 30% 20% 28% 30% 10% 22% 23% 0% UK France Germany USA Tablets Mobile  phones Source: comScore Device Essentials, May 2011, cited in Ofcom International Communications Market Report, released December 2011 http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/icmr/ICMR2011.pdf Copyright Incentivated Limited 2011
  • 17. Mobile ownership and behaviour EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage 51% 18% 39% Of respondents own Of respondents have used Of respondents own tablets smartphones mobile apps more in the last year Source: EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage, http://www.episerver.com/Global/Best%20Practice/Mobile%20Report%20FINAL.pdf n=1,000 Copyright Incentivated Limited 2011
  • 18. Mobile behaviour EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage 51% 43% 24% Use mobile internet to look Use mobile internet to find Use mobile internet to up directions info about organisations make purchases and brands while on the move Source: EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage, http://www.episerver.com/Global/Best%20Practice/Mobile%20Report%20FINAL.pdf n=1,000 Copyright Incentivated Limited 2011
  • 19. Mobile behaviour EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage, October 2011 70% 64% 60% 50% 40% 32% 30% 25% 20% 15% 14% 10% 0% Find  m obile  sites  h ard  to Will  stop  u sing  a  m obile Rarely  feel  the  m obile Will  try  competitor's  site Will  g ive  a  m obile  site  an navigate site  if  it's  h ard  to version  of  a  website if  m obile  website  isn't average  of  3  changes navigate meets  their  expectations working before  m oving  on Source: EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage, http://www.episerver.com/Global/Best%20Practice/Mobile%20Report%20FINAL.pdf n=1,000 Copyright Incentivated Limited 2011
  • 20. Mobile stats 10bn 26m 18% Total number of Android Number of Starbucks Of US consumers are Market app downloads as of transactions made via mShopping in store Dec 2011 mobile so far in 2011 Source: stat 1: http://econsultancy.com/uk/blog/8446-android-market-clocks-up-10bn-downloads stat 2: http://econsultancy.com/uk/blog/8435-starbucks-sees-26m-transactions-made-via-mobile stat 3: http://www.mobilemarketingmagazine.co.uk/content/18-cent-us-consumers-mshopping-store Copyright Incentivated Limited 2011
  • 21. Internet users in the UK Strong mobile internet growth across all age groups GB adult internet users who accessed the Internet via mobile in the last three months 80% 16-­‐24 25-­‐34 35-­‐44 45-­‐54 55-­‐64 65+ 71% 70% 65% 60% 47% 49% 50% 44% 40% 33% 32% 33% 32% 27% 25% 30% 21% 19% 20% 13% 10% 8% 10% 5% 5% 0% 2009 2010 2011 Source: Statistical Bulletin: Internet Access - Households and Individuals, 2011. Prepared by the Office for National Statistics, August 2011. Base: GB adults who accessed the Internet in the last three months prior to Aug 2009, Aug 2010, Aug 2011. http://www.ons.gov.uk/ons/dcp171778_227158.pdf Copyright Incentivated Limited 2011
  • 22. Growth in worldwide mobile traffic A case study from Belron Users who accessed Belron sites via mobile (Belron brands include Autoglass, O Brien, Glass Medic, Speedy Glass, and others) 21.10% 20.70% 20.60% Aug-­‐11 Dec-­‐10 May-­‐10 19.30% 20.00% 15.00% 12.70% 11.40% 9.50% 9.80% 9.30% 10.00% 6.50% 6.20% 6.10% 5.10% 4.60% 5.00% 3.60%3.20% 2.40% 2.50% 0.00% USA Australia UK N orway Canada France Source: Econsultancy Mobile Websites and Apps Optimization Best Practice Guide, http://econsultancy.com/uk/blog/8216-70-of-companies-yet-to-launch-a-mobile-site-survey Copyright Incentivated Limited 2011
  • 23. Mobile internet in the UK Office for National Statistics research, released November 2011 6m 45% People in the UK accessed Of internet users in the UK mobile internet for the first access the internet via time in the previous 12 mobile months Source: Econsultancy, http://econsultancy.com/uk/blog/8216-70-of-companies-yet-to-launch-a-mobile-site-survey Copyright Incentivated Limited 2011
  • 24. Mobile internet success stories Econsultancy research, released November 2011 Mobile now accounts for £66m £10m 10% of all eBay UK sales In sales via Ocado s iOS and Android apps this year, In sales via Domino s mCommerce platforms in accounting for 12% of all 2011 purchases Source: Econsultancy, http://econsultancy.com/uk/blog/8216-70-of-companies-yet-to-launch-a-mobile-site-survey Copyright Incentivated Limited 2011
  • 25. Mobile internet success stories Econsultancy research, released November 2011 4% of Argos total sales are Which equates to £2.6m in mobile sales per week from mobile devices Source: Econsultancy, http://econsultancy.com/uk/blog/8216-70-of-companies-yet-to-launch-a-mobile-site-survey Copyright Incentivated Limited 2011
  • 26. mCommerce in the UK IMRG research, released October 2011 7% 3.3% of overall eCommerce traffic of eCommerce purchases accounted for by mobile are now made from mobile devices in Q2 2011, vs 1.4% in devices, up from 0.4% in Q1 2010 Q1 2010 Source: IMRG research released October 2011, http://www.imrg.org/ImrgWebsite/User/Pages/Press%20Releases-IMRG.aspx?pageID=86&parentPageID=85&isHomePage=false&isDetailData=true&itemID=6127&specificPageType=5&pageTemplate=7 Copyright Incentivated Limited 2011
  • 27. mCommerce in the UK Intersperience research, released October 2011 8% 21% Of UK adults buy through Intend to do so in the their mobile phones future Source: Intersperience research, n > 1,000 British adults, released October 2011, http://www.intersperience.com/knowledge_more.asp?know_id=57 Copyright Incentivated Limited 2011
  • 28. mCommerce predictions in the UK Total mCommerce sales to reach £2.5bn by 2016 Mobile retail spending by category (in millions) £600 2011 2016 £500 £400 £300 £200 £100 £0 Ticketing Vouchers  &  D eals Fashion  (Clothing, H ealth  &  G rocery Media  (Books,  Music Computing  and Accessories, (Food  &  D rink, &  Videos) Appliances Footwear) Beauty,  H ealth) Source: Forecast excludes digital downloads, travel and financial services. All figures in £ millions. PayPal research, released November 2011 http://www.retail-jeweller.com/multichannel/m-commerce-sales-to-reach-25bn-by-2016/5030898.article Copyright Incentivated Limited 2011
  • 29. mCommerce in the US IBM Coremetrics Benchmark (US data) research, released November 2011 iPhone accounts for Android accounts for 4% 3.5% retail site mobile traffic in retail site mobile traffic in October 2011 October 2011 Source: IBM Coremetrics Benchmark (US data) research, released November 2011, data gathered directly from over 500 leading US retailers, http://www.marketwatch.com/story/mobile-device-retail-traffic-to-more-than-double-this-novemberholiday-season-reports-ibm-2011-11-04 Copyright Incentivated Limited 2011
  • 30. mCommerce in the US Percent of people using mobile devices to visit retail sites (US data) 14% 12% 11% 10% 8% 6% 4% 4% 2% 0% 2010 2011 Source: IBM Coremetrics Benchmark (US data) research, released November 2011, data gathered directly from over 500 leading US retailers, http://www.marketwatch.com/story/mobile-device-retail-traffic-to-more-than-double-this-novemberholiday-season-reports-ibm-2011-11-04 Copyright Incentivated Limited 2011
  • 31. Mobile and travel Amadeus: The Always-Connected Traveller report 16% 10% 40% Of surveyed travellers use Of surveyed travellers Of surveyed travellers use smartphones to book flights would use real time flight tablets to book flights status updates on mobile Source: Amadeus: The Always-Connected Traveller, n=1000, http://www.amadeus.com/airlineIT/the-always-connected-traveller/docs/Amadeus-The-Always-Connected-Traveller-2011-EN.pdf Copyright Incentivated Limited 2011
  • 32. Global smartphone manufacturer market share Year-on-year changes for worldwide smartphone market share Gartner research, released November 2011 30% 3Q10 3Q11 25% 20% 15% 10% 5% 0% N okia Samsung LG Apple Z TE Research  I n H TC Motorola H uawei Sony Electronics Motion Device Ericsson Source: Gartner research, based on sales to end users, http://www.gartner.com/it/page.jsp?id=1848514. Other smartphone manufacturers account for 33.8% on 3Q11 and 32.5% in 3Q10. Copyright Incentivated Limited 2011
  • 33. Global smartphone OS market share Year-on-year changes for worldwide smartphone OS market share Gartner research, released November 2011 60% 3Q10 3Q11 50% 40% 30% 20% 10% 0% Android Symbian iOS Research  I n Bada Microsoft Others Motion Source: Gartner research, based on sales to end users, http://www.gartner.com/it/page.jsp?id=1848514. Other smartphone manufacturers account for 33.8% on 3Q11 and 32.5% in 3Q10. Copyright Incentivated Limited 2011
  • 34. Barriers to purchase on mobile Our Mobile Planet 80% 69% 70% 60% 50% 40% 34% 30% 20% 9% 4% 6% 4% 10% 2% 2% 0% Too Too  expensive Prefer  to  u se  a N ever  h eard  of Doesn't  feel Payment  too Payment Others complicated PC/laptop these  services secure complex features  were not  available Source: http://www.ourmobileplanet.com/ Copyright Incentivated Limited 2011
  • 35. mCommerce Verdict Research/Barclays £19.3bn Total mCommerce spend by £5bn £3.1bn Total mCommerce spend Total mCommerce spend 2021 on personal care by 2021 on food and groceries by 2021 Source: Verdict Research/Barclays Copyright Incentivated Limited 2011
  • 36. The Logic Group œ  New report from TLG: ˜  The Imperatives for Customer Loyalty 2011: The changing world of consumers; mature markets and new technology œ  The questions ˜  The research poses the following questions: ˜  Which sectors do we feel loyal to and why? ˜  What does being loyal mean and which schemes are we members of? ˜  What are we saying online about loyalty schemes? ˜  How do we feel about the schemes we belong to and what makes a good loyalty scheme? ˜  What do we want from loyalty schemes in the future and what is the role of new technology œ  H:MarketingResearch, Facts & FiguresThe Logic Group - loyalty Copyright Incentivated Limited 2011
  • 37. The Logic Group - example The Imperatives for Customer Loyalty 2011, released November 2011 Source: Verdict Research/Barclays Copyright Incentivated Limited 2011
  • 38. The Logic Group - example The Imperatives for Customer Loyalty 2011, released November 2011 Copyright Incentivated Limited 2011
  • 39. Mobile growth by the numbers An analysis of mobile use of 30 of our e-commerce sites, over 1.5m visitors 10% 81% 31% iPhone 90% mobile desktop 47% iPad Source: Screen Pages research, http://www.screenpages.com/about/articles/mobile-research Confidential data, although generally niche brands selling lifestyle goods with average order value of ~ £100 to ABC1s. Copyright Incentivated Limited 2011
  • 40. Advertising spend Mobile marketing on the rise % change in advertising spend (2009-2010) 80% From 2009-2010, mobile marketing increased by 75% to almost US$1.5bn. This is expected to 70% rise with the increase of smartphone ownership. 60% 50% 40% 30% 20% 10% 0% -­‐10% Mobile Social  m edia Internet Television Radio Outdoor Magazines N ewspaper marketing Source: Microsoft Tag (US data), http://tag.microsoft.com/community/blog/t/the_rise_and_fall_of_advertising_media.aspx Copyright Incentivated Limited 2011
  • 41. Mobile growth by the numbers Some recent stats 350m 1m 72% Number of existing MAYBEof new iOS Number and Android devices of mobile web users don t download apps iOS and Android 30% devices activated every day at all Source: Circles 1 and 2 - Microsoft Tag (US data), http://tag.microsoft.com/community/blog/t/the_rise_and_fall_of_advertising_media.aspx Circle 3 - eConsultancy, http://econsultancy.com/uk/blog/8036-the-future-is-mobile-but-is-your-site-ready Copyright Incentivated Limited 2011
  • 42. MEF research MEF research, released October 2011 Consumers are much more likely to access mobile than fixed internet on a daily basis Source: Source: MEF Global Consumer Survey 2011. Base=8,530 feature-and smartphone owners in 9 countries Copyright Incentivated Limited 2011
  • 43. IBM CMO research IBM research, released October 2011 Four out of five CMOs plan to use mobile more extensively over the next three to five years Source: 1,734 executives interviewed for the 2011 IBM Global Chief Marketing Officer Study. N=1,734 throughout 19 industries and 64 countries. Copyright Incentivated Limited 2011
  • 44. MEF smartphone research MEF research, released October 2011 91% 71% 72% Of smartphone users in the Of smartphone users Of smartphone users UK have used their mobile for worldwide have purchased worldwide use mobile commerce (research or using mobile internet on a daily basis purchase) Source: Source: MEF Global Consumer Survey 2011. Base=8,530 feature-and smartphone owners in 9 countries Copyright Incentivated Limited 2011
  • 45. mCommerce update WorldPay research, released October 2011 39% 31% Of smartphone shoppers are Of smartphone users are frustrated with the length of frustrated with websites not the mobile buying process being mobile friendly Source: Source: The research was conducted through the following channels: an online poll by Consensus Research, amongst 1,023 consumers; an online panel with decision makers from 1,295 organisations of all sizes, conducted by ICD research; 10 in-depth phone and face-to-face interviews with decision makers with responsibility for e, and m-payments amongst the top 100 UK e-tailers, carried out by e-digital research during later 2010 early 2011 on behalf of WorldPay. Copyright Incentivated Limited 2011
  • 46. US smartphone data In August 2011, 56% of recent acquirers in the US chose an Android device Nielson US data, released October 2011 11% 6% 9% 18% 28% 28% 56% 43% All  smartphone  subscribers 3mo  recent  acquirers Android iOS BlackBerry Other Source: Nielson US data, released October 2011 Copyright Incentivated Limited 2011
  • 47. mCommerce Forrester research, released October 2011 15% 30m 31% Of all search queries come Forecasted number of UK Of UK adults use mobile from mobile devices, up from mobile internet users by internet at least once a month 7% last year 2012 Source: Source: Forrester research, n=>330,000, sample from Europe, North America, and Asia Pacific regions. http://www.nma.co.uk/3031261.article?cmpid=NMAE01&cmptype=newsletter&email=true Copyright Incentivated Limited 2011
  • 48. mCommerce eBay and Latitude research, released October 2011 $4bn 32% Expected mCommerce sales Of 18-34 year olds to use for eBay in 2011 mCommerce this Christmas Source: Stat #1: http://www.mobilemarketingmagazine.co.uk/content/ebay-forecasts-5bn-mobile-sales-2011, Stat #2 http://www.mobilemarketingmagazine.co.uk/content/third-18-34s-will-mobile-shop-christmas Copyright Incentivated Limited 2011
  • 49. Mobile and charity 42% £96m 15% Of charities now use mobile Estimated value of SMS Of donations on the JustGiving for fundraising donations in 2014 website were made through mobile devices Source: Stat #1 and #3: nfpSynergy and the Charities Aid Foundation report from June 2011, http://www.nfpsynergy.net/includes/documents/cm_docs/2011/n/nfpsynergy_sms_report_version_20_july_2011.pdf Stat #2: Charity Aid Foundation and ResPublica report from Sept 2010, http://www.respublica.org.uk/documents/gfj_ResPublica%20Digital%20Giving%20Executive%20Summary.pdf Copyright Incentivated Limited 2011
  • 50. Mobile and charity $32m 21% 34% Amount raised via SMS by Of people are very likely or Of 16-34 year olds are very the American Red Cross quite likely to donate via likely or quite likely to donate for the Haiti earthquake mobile via mobile appeal Source: Stat #1 #2 #3: nfpSynergy and the Charities Aid Foundation report from June 2011, http://www.nfpsynergy.net/includes/documents/cm_docs/2011/n/nfpsynergy_sms_report_version_20_july_2011.pdf Copyright Incentivated Limited 2011