The Mobile Landscape in France and Europe - · PDF fileThe Mobile Landscape in France and Europe ... Symbian still represents largest installed base, ... Most tablet activity was observed

E-Marketing Forum - 24 January 2012

The Mobile Landscape in France and Europe

Blandine Silverman, Director Mobile

[email protected]

Agenda

– Mobile Landscape

� Devices & Platforms

� From Phones Towards Connected Devices

� Mobile Media

� What? Content Consumption

� When? Usage Patterns

2© comScore, Inc. Proprietary.

Mobile Commerce

� Engagement

� Behaviour

� Transactions

� Mobile Marketing

� Several opportunities of contact with consumers

Mobile Landscape

Devices & Platforms


Devices & Platforms

From Phones Towards Connected Devices

Smartphone 38,1%

FR Smartphone Penetration

Smartphone Adoption Drives Growth in Mobile Media Consumption

17.9 million

Mobile Media43,2%

SMS (and

Just Voice13,5%

FR Mobile Market Segments

20.3 million


Non Smartphone

61,9%

Product: MobiLens

Data: Three month average ending October 2011

Country: FR, N=12,247

Mobile Media User = Used browser, application, native email, stream or download music

and broadcast or on demand video (does not include SMS)

17.9 million SMS (and not mobile media)43,3%

20.3 million

Google’s Android Has Rapidly Grown its Smartphone Market Share

31,6%

18,5%

31,0%

26,0%

33,0%

20%

25%

30%

35%

% Smartphone Install Base

France: Smartphone Operating System Trend

Microsoft

Symbian

RIM


Product: MobiLens



11,3%

5,2%

18,5%

6,9%9,4%

16,2%

2,5%

7,7%

0%

5%

10%

15%

20%

Oct. 2010

Nov. 2010

Dec. 2010

Jan. 2011

Feb. 2011

March 2011

April 2011

May 2011

June 2011

July 2011

Aug. 2011

Sept. 2011

Oct. 2011

% Smartphone Install Base

RIM

Apple

Google

Bada

Other OS

Google & Apple Gaining in Platform Penetration

� Symbian still represents largest installed base, but declining.

� Google’s Android platform has grown rapidly to represent second largest audience.

3 3 0, 2 %

2 5 0, 0 %3 0 0, 0 %3 5 0, 0 %

2 5 0 0 03 0 0 0 03 5 0 0 0

h


Product: MobiLens

Data: Three month average ending October 2010 vs October2011

Country: EU5, N= 67,792

- 6, 2 % 5 4, 3 % 6 3 , 6 % - 1 2 , 0 %1 6 2 , 6 %

- 5 0, 0 %0, 0 %5 0, 0 %1 0 0, 0 %1 5 0, 0 %2 0 0, 0 %

05 0 0 01 0 0 0 01 5 0 0 02 0 0 0 02 5 0 0 0Sy m b ia n Go o g le Ap p le R I M M ic ro so ft O t he r O S

%Y ear onY ear Gr ow th

# Sm ar t ph on es (000 )

Oc t- 2 0 1 1 Gr ow t h

More Than Smartphones: the Tablets are Coming

� 6.6% of EU5 mobile phone owners also used a tablet in October 2011.

� All five countries have similar audiences with between 2.9 million and 3.2 million tablet users.

E U 5E S7© comScore, Inc. Proprietary.

Product: MobiLens



I TFRU KDE

Connected Device View Changes Platform Market Dynamics

� Operating system platforms extend beyond smartphones to tablets and other connected

devices.

� Symbian and Android lead the smartphone market; Apple leads in combined market share of

platforms. O t he r4 % M i c r o s o f t5 %Europe 5: OS Market Share Audience Installed Base


Product: MobiLens



R I M8 %Sy m b ia n2 6 %G o o g l eA n d r o i d27 %

Ap p l e i O S3 0 %

Tablet Demographics

� European tablet audience is predominantly male (61.9%).

� Largest share of tablet owners are aged 25-34 (22.3%)E U 5 S m a r tp ho n e Ow n e r s by G e n d e r E U 5 T a b l e t Ow n e r s by G e n d e r


Product: MobiLens



Ho m me ;5 6, 3 %Fe m me; 4 3 , 7 % Ho m me ;6 1 , 9 %Fe m me ;3 8, 1 %

Mobile Media

Content Consumption


Content Consumption

Usage Patterns

42,0%

30,0%

35,0%

40,0%

45,0%

France: Used App OR Browser

Browser and Application Usage Showing Continuous Growth

� 42.0% of the French mobile market now use apps or their mobile browser, with usage growing at 22%

year on year.

28,8%

32,6%

35,9%37,4%

30,0%

35,0%

40,0%

30,0%

35,0%

40,0%

France: Browser and Application Usage Growth


0,0%

5,0%

10,0%

15,0%

20,0%

25,0%

30,0%

% Market

Product: MobiLens


Country: FR, N= 12,040

23,7%

24,6%

0,0%

5,0%

10,0%

15,0%

20,0%

25,0%

0,0%

5,0%

10,0%

15,0%

20,0%

25,0%

Used application (except native games)

Used browser

YoY Growth

% Market

oct-10 oct-11 Year-on-Year Growth

Top 10 Smartphone Categories

� Social Networking reached a mobile audience of over 8 million users and was among the fastest growing

categories with an increase of 81.6% year on year.

� France has seen explosive growth in mobile access to bank accounts – almost 100% year-on-year –

75,5%81,6%

99,9%100,0%

120,0%

7 000

8 000

9 000

10 000

Smartphone Owners (000)

France: Top 10 Smartphone Categories


Product: MobiLens



75,5% 71,7%81,6%

68,0% 68,3%

56,9%63,8%

69,5% 67,8%

0,0%

20,0%

40,0%

60,0%

80,0%

0

1 000

2 000

3 000

4 000

5 000

6 000

7 000

Personal Email

Weather Social Networking

Search News Maps Instant Messaging

Bank Accounts

Sports Information

Work Email

% YoY Growth

Smartphone Owners (000)

Oct-2010 Oct-2011 Year on Year Growth

PCs for Lunch, Tablets for Dinner on Weekdays

� Most tablet activity was observed in the late evening between 9pm and 11pm.

� Computer-based traffic had its highest relative consumption during typical office hours,

spiking around lunchtime.

1 0 %E U 5: S h a re o f De v ic e Pa ge T ra f f ic O ve r a Da y : We d ne s d a y 7 De c e m be r 2 0 1 1Ta b le t Mo b i le Co m p u te r


Product: Custom Analytix

Data: 7 December 2011

Country: EU5

0 %1 %2 %3 %4 %5 %6 %7 %8 %9 %1 2: 0 0 A M 6: 0 0 A M 1 2: 0 0 P M 6: 0 0 P M

Mobile Commerce

Engagement


Engagement

Behaviour

Transactions

Mobile Retail Shows Rapid Growth

� Mobile retail is one of the fastest growing phenomena amongst smartphone users, with more

than 13.6 million EU5 smartphone owners accessing a retail site in October 2011.

� UK had the largest audience (4.7 million), but Germany showed highest growth (112% y-o-y).

1 4 0 0 01 6 0 0 0 G ro w t h o f Mo b i le Re t a i l U se r s ( 0 0 0 ) a mo n g S m a r t p ho ne U se r sOc t 2 0 1 0 Oc t 2 0 1 1+ 8 5 %15© comScore, Inc. Proprietary.

Product: MobiLens

Data: Three month average ending October 2010 vs October 2011


02 0 0 04 0 0 06 0 0 08 0 0 01 0 0 0 01 2 0 0 0E U 5 Un i te d K in g do m Ge r m a n y I t a l y F ra n c e S p a in

+ 95%+ 112%

+ 40%+ 89% + 88%

48% of French Smartphone Owners Use Their Phone for a Shopping

Activity While in Retail Store

� Taking a picture of a product is the most common activity with 23.9% reach amongst all ‘Mobile

Shoppers’, followed by texting or calling friends or family about a product with 16.2% reach

12,1%

13,6%

16,2%

23,9%

Scanned a product barcode

Sent picture of product to family/friends

Texted or called friends/family about a product

Took picture of a product

France: Activities Performed in Retail Store among Smartphone Owners


Product: MobiLens



1,8%

3,2%

4,3%

5,2%

8,6%

12,1%

0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0%

Checked product availability

Found coupons or deals

Researched product features

Compared product prices

Found store location

Scanned a product barcode

% Smartphone

Deal-A-Day Conquers Mobile in France

Top 5 Deal-a-Day

Brands

% Reach Among

Deal-a-Day Users

� 8.7% of France’s Smartphone owners used deal-a-day services

in October 2011, which accounts for almost 1.6 million.

� 21.2% of deal-a-day users accessed the service almost every

day.

� Groupon is by far the most popular brand among deal-a-day

users with 62.4% reach.

47,2%50,0%

Frequency of Using Deal-a-Day


Brands Deal-a-Day Users

Groupon 62.4%

KGB 17.1%

Le Bon Plan Du Jour 6.3%

LivingSocial 5.9%

Lecoindesprivileges 5.0%

Product: MobiLens



21,2%

31,6%

47,2%

0,0%

5,0%

10,0%

15,0%

20,0%

25,0%

30,0%

35,0%

40,0%

45,0%

50,0%

Almost every day

At least once each week

Once to three times

throughout the month

% Smartphone Owners Using Deal-a-

Day

Mobile Marketing

Several opportunities of adverting contact


Several opportunities of adverting contact

France: Methods of Interacting

Brands Can Choose a Number of Methods to Start a Dialogue with

Consumers Using a Smartphone

� Place banner and text ads on mobile internet sites or in applications: 14 millions of the French

Smartphone market use Mobile Media and 29% of those users already recalled seeing a web/app ad in

October 2011.

� Build a mobile Facebook page: 8,1 millions of all French Smartphone owners access Social

Networking sites and 39% of those read posts from organizations, brands or events.

� Place an ad inside a game: You’ll reach 4,5 millions of the Smartphone market who play games and

43% of those players said, they have already seen in-game ads.


14 millions

8,1 millions

4,5 millions

Mobile Media Social Networking Played Games

Base: Smartphone

France: Methods of Interacting among Smartphone Owners

Product: MobiLens



29% of Mobile

Media users

recalled seeing a

web/app ad39% of Social

Networking users

read posts from

organizations

/brands / events

43% of Mobile

Games Players

saw in-game ads

SMS Advertising Still Increasing

� In October 2011, more than 10 Million Smartphone owners received an SMS ad, which represents 58%

of the total Smartphone audience.

� 9% of those who received SMS ads on Smartphone responded to an ad.

10 460

9%10%

11% 11% 11%

9% 9%10%

11%

12%

8 000

10 000

12 000

% Responded to SMS Ad

# Smartphone Owners (000)

France: SMS Advertising Market


Product: MobiLens



6 293

9%9% 9%

8% 8%

7%7%

8%

9%

5%

6%

7%

8%

9%

10%

0

2 000

4 000

6 000

8 000

oct.-10 nov.-10 déc.-10 janv.-11 févr.-11 mars-11 avr.-11 mai-11 juin-11 juil.-11 août-11 sept.-11 oct.-11

% Responded to SMS Ad

# Smartphone Owners (000)

Received SMS Ads Responded to SMS advertisement

18% of Mobile Games Players with a Smartphone Made In-Game

Purchase

� Most in-game purchases are made to buy cash points or tokens with 48.9% reach among in-game

purchases, followed by purchasing virtual goods with 42.4%.

More than 4.5 million

played mobile games on

their Smartphones48,9%

42,4%50,0%

60,0%

Game Purchase with Smartphone

Type of In-Game Purchase


Product: MobiLens



18% of

those made

in-game

purchases

42,4%

24,8%

3,7%

0,0%

10,0%

20,0%

30,0%

40,0%

Purchased cash, points, or tokens

Purchased virtual goods

Upgraded game or

added levels

Purchased gift for another player

% Made In-Game Purchase with Smartphone

Thank you

Any Questions?Any Questions?

[email protected]

Blandine Silverman

Documents

The Mobile Landscape in France and Europe - · PDF fileThe Mobile Landscape in France and Europe ... Symbian still represents largest installed base, ... Most tablet activity was observed