All data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer Trends database M-commerce, display, agencies, publishers, app stores, TV, social, Facebook, mobile Nick Lane, chief strategy analyst, mobile SQUARED mobile SQUARED
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All data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer Trends database
M-commerce, display, agencies, publishers, app stores, TV, social, Facebook, mobile
Nick Lane, chief strategy analyst, mobileSQUARED
mo
bile
SQU
AR
ED
About mobileSQUARED
Research Analysis Data
mobileSQUARED
Exceptionally well
mobileSQUARED
& we do things
mobileSQUARED
Is m-commerce the mobile opportunity that display never was?
Are agencies positioned to advise clients around m-
commerce?
Should more publishers follow the FT's example and drop
the Apple store?
Are TV brands equipped to use social effectively via
mobile?
Now that Facebook is set to offer advertising on mobile,
what impact might this have on the market?
How should mobile be measured?
Which type of companies and brands do you trust to communicate with your mobile device
Male
Female
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Brands on mobile
Consumers like trust
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Is m-commerce the mobile opportunity that display never was?
mobileSQUARED
Is m-commerce the mobile opportunity that display never was?
5%
0.5%
Avg mobile CTR (then/now)
17,000,000
17,500,000
18,000,000
18,500,000
19,000,000
19,500,000
20,000,000
20,500,000
21,000,000
21,500,000
22,000,000
M-commerce users
Mobile advertising users
Wrong message?
The utility of the
device driving m-
commerce
iPhones are the
most active m-
commerce users (Source: MCT)
Mobile advertising
starting to have
small impact.
Financial & Insurance…
Retail
FMCG
MNO
Automotive
Travel
Sport & Leisure
Gaming
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
7-9am09am-12
12 noon-2pm 2-5pm
5-7pm7pm-12
midnight
When is advertising most effective?
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All in the timing
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Are agencies positioned to advise clients around m-
commerce?
mobileSQUARED
Are agencies positioned to advise clients around m-
commerce?
mobileSQUARED
Should more publishers follow the FT's example and drop
the Apple store?
mobileSQUARED
Should more publishers follow the FT's example and drop
the Apple store?
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
45,000,000
50,000,000
2012 2013 2014 2015 2016
App users, UK
Featurephones
Other Smartphones
Android
iPhone
To avoid the Apple Tax (30%), FT no longer
targeting 30% of smartphone users (25% of
smartphone users in 2016)
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Are TV brands equipped to use social effectively via
mobile?
Source: IAB Mobile & The Media Day Study, Jan 2011
Base: Average of 500 respondents, over 7 days
Mobile mashing
Mobile media usage, UK
Location of mobile media usage, UK
Media multi-tasking peaks from 18:00 onwards
Dual-media consumption
driven by TV & mobile
Mobile media consumption increases when at home
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Source: IAB Mobile & The Media Day Study, Jan 2011
Base: Average of 500 respondents, over 7 days
Most likely form of mobile mashing?
40% of mobile media users will consume mobile media
while watching TV
40% of users will consume mobile media while
watching TV
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What is your preferred method of
interacting?
Text interaction offers simplicity, but online is most popular. Firstly, people have a familiarity with the internet.
Secondly, TV-mobile multi-tasking (browsing/emails).
Internet now as easy for interacting as texting.
67% would interact via
internet
27.4% would like to interact via
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Now that Facebook is set to offer advertising on mobile,
what impact might this have on the market?
mobileSQUARED
Facebook facts
22.9 million Facebook Mobile users
16 million Facebook Mobile smartphone users
Facebook Mobile Users
iPhone
Android
BlackBerry
Other
Featurephones
Facebook Mobile
usage is 2/3s app,
1/3 web.
= 15.2 million app
users
0%
10%
20%
30%
40%
50%
60%
A way to follow abrand
A route for brands tosell to you
A means tocommunicate (twoway) with a brand
All of the above I only use social mediato communicate with
friends and family
How do you view social media?
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Off 88% of Facebook Mobile users would be resistant
to mobile advertising
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Facebook Mobile Advertising
22.9 million Facebook Mobile users
16 million Facebook Mobile smartphone users
The reality is
2.7 million Total Facebook Mobile users that would consider clicking
on mobile advertisements...
including
1.8 million Facebook Mobile app users
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How should mobile be measured?
mobileSQUARED
How should mobile be measured?
Nick Lane, mobileSQUARED Nick @ mobilesquared.co.uk
@mobilesquared
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