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Kostas Houndas Insight @ Tempo OMD Hellas 1st Greek Mobile Barometer – 19 Things that you always wanted to know about mobile usage in Greece but were too afraid to ask. Athens, 29/4/2014
Tempo OMD introduces Mobile Barometer Greece- Here we have some key findings An annual comprehensive survey for mobile in Greece 1st wave: Introducing the mobile consumer What is it about? Smartphone usage & attitudes Apps emergence & development Mobile shopping Interaction with TV
Mobile Internet growth Smartphone grows rapidly Internet on the go The –obvious- mobile opportunity Source: Focus Web ID & Euromonitor Base: Total population, Greece
Smartphones sales volume exceeded that of feature phones in 2013, while in 2016 mobile will be a smart choice only Forecast sales of mobile phones: Volume 2011-2016 (Thousands)
The goal of this research is to bring new learning to the industry and bring up growth of MOBILE channel advertising by studying smartphone/tablet personal experiences driving demand & desire Mobile Barometer Greece reveals the facts, trends and expectations of the mobile market in Greece
Survey Basics: We conducted a large scale online & mobile survey in 3.500 Greek consumers Men & Women 18-54 y.o. all over Greece 1.700 respondents via online panel (with 2 external partners) Online interviews via Snapshots, OMD’s exclusive research platform 1.000 respondents via Mobile survey (Pollfish) 800 respondents via web invitations, Facebook & GDN
1. Electronic devices penetration is impressive …. Despite the recession Smartphone 51% Tablet 10% Feature phone 54% Base: 18-54, Internet Users
2. Surprise: Smartphones and Tablets are not the same audience Men 60% Women 40% 35-54 y.o. Mainly married Mean annual income: € 28.000 (+55% above average) Men 55% Women 45% 18-44 y.o. Mainly singles Mean annual income: € 23.000 (+28% above average) 51% penetration 10% penetration
3. Internet Usage? How do they go online? Base: Smartphone/Tablet Users
4. Where do they use their smartphones and tablets? 74% at home On the go (out of home) 65% Base: Smartphone/Tablet Users
5. Which Screen? Mobile Internet usage is higher than TV for the day, remaining high during TV’s prime time Base: Smartphone/Tablet users
We identified Four main areas of use
ENTERTAINMENT 6. Let me Entertain YOU. What are the top Activities. Base: Smartphone/Tablet users
7. I need to know. What exactly? Most users get the following info via mobile Base: Smartphone/Tablet users
8. Isn’t that Useful? Main activities/ utilities via mobile. CONVENIENCE Base: Smartphone/Tablet users
9. Ka-Ching. They Shop. What are they buying(last 6 months) SHOPPING Base: Smartphone/Tablet users
10. No Surprises. The most favorite things to do with your smartphone are: SOCIAL NETWORKING GAMES READ THE NEWS READ SPORTS Other favorites …. TRAVEL WEATHER FORECAST BANKING SHOPPING Base: Smartphone/Tablet users
11. And the most favorite apps Greeks users have… Base: Smartphone/Tablet users
12. Categories of Games they love… Base: Smartphone/Tablet users
13. “Is the Price Right?” 40% will use their mobile devices to take advice before they decide to buy a product or service 25% Will use most of the times their mobile as an advisor before they decide to buy a product or service 15% Will use some times their mobile as an advisor before they decide to buy a product or service Base: Smartphone/Tablet Users
14. Mobile shopping is on the rise. 41% say they have purchased a product/service via mobile Via any device Via Mobile Mean spending: 444€ (last 6 months) Mean spending: 138€ (last 6 months) Base: Smartphone/Tablet Users
It’s a fact of life for television
40% MOST OF THE TIMES 28% FEW TIMES 32% ALMOST NEVER 15. They Multiscreen. What are they doing though while Multi-screening? Base: Smartphone/Tablet Users
Complementing or distracting experience?
New approaches for broadcasters Opportunity to build loyalty and drive ratings growth
Positive implications for advertisers
High-End are the older ones with the 2nd highest income… while Own Pacers are younger with the highest income. Practical & Followers are relatively the younger ones with the lowest income levels. 16. “Who are you again?” Is it Linear Demographics or not?
Practical appear to be a premium group when it comes to food delivery & planning travel trips, like High Ends 17. Captain Obvious: The Practical lot like to order and plan trips through their smartphones.
Practical & Followers are more into groceries mobile shopping, while High-End & Own-Pacers into e-ticketing 18. Own-Pacers love the tickets.
Practical appear to be more engaged with talent shows, while Followers with TV series. 19. Various shows engage with different people. Just like in real life. Wow.
Questions? Kostas Houndas firstname.lastname@example.org