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1st Greek Mobile Barometer – 19 Things that you always wanted to know about mobile usage in Greece but were too afraid to ask.

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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


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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


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Mobile Internet growth Smartphone grows rapidly Internet on the go The –obvious- mobile opportunity Source: Focus Web ID & Euromonitor Base: Total population, Greece


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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)


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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


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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


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1. Electronic devices penetration is impressive …. Despite the recession Smartphone 51% Tablet 10% Feature phone 54% Base: 18-54, Internet Users


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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


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3. Internet Usage? How do they go online? Base: Smartphone/Tablet Users


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4. Where do they use their smartphones and tablets? 74% at home On the go (out of home) 65% Base: Smartphone/Tablet Users


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5. Which Screen? Mobile Internet usage is higher than TV for the day, remaining high during TV’s prime time Base: Smartphone/Tablet users


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We identified Four main areas of use


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ENTERTAINMENT 6. Let me Entertain YOU. What are the top Activities. Base: Smartphone/Tablet users


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7. I need to know. What exactly? Most users get the following info via mobile Base: Smartphone/Tablet users


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8. Isn’t that Useful? Main activities/ utilities via mobile. CONVENIENCE Base: Smartphone/Tablet users


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9. Ka-Ching. They Shop. What are they buying(last 6 months) SHOPPING Base: Smartphone/Tablet users


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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


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11. And the most favorite apps Greeks users have… Base: Smartphone/Tablet users


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12. Categories of Games they love… Base: Smartphone/Tablet users


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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


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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


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It’s a fact of life for television


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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


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Complementing or distracting experience?


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New approaches for broadcasters Opportunity to build loyalty and drive ratings growth


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Positive implications for advertisers


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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?


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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.


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Practical & Followers are more into groceries mobile shopping, while High-End & Own-Pacers into e-ticketing 18. Own-Pacers love the tickets.


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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.


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Questions? Kostas Houndas houndas@omd.gr


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