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(Title Slide)
Upwardly MobileUsage, trends
and brand perceptions
Conducted by:Essential Research
August 2011
This document provides the latest trend information among 16-54s
• Latest information on mobile usage and interest in services
• The role of TV in reaching key audiences
• How Channel 4 can enhance perceptions of mobile brands
Fieldwork dates:
Methodology:
Sample definition:
Quotas set:
Weights:
Survey length:
Sample size:
Mobile survey Word association survey
June 2011
Online access panel
UK adults aged 16-54
Online representative
Nat rep demographics and three behavioural questions through face to face omnibus
20 minutes
1,247
January 2011
Online access panel
UK adults aged 16+
Online representative
Nat rep
25 minutes
3,201
Methodology
Weekly mobile internet access has more than doubled in 18 months – from 19% to 46%
142%Dec 2009
Jun 2011
Base: All mobile phone owners aged 16-54(2009 N= 1598; 2011 N=1247) Source: Essential Research (June 2011)
The mobile internet is widespread among early adopters and is moving to the mainstream
Base: 16-34 men (N=187); people living in urban areas (N=457), Early adopters (N=346), 35-54 women (N=338); people living in rural areas (N=178); late tech adopters; (N= 480) Source: Essential Research (June 2011)
% accessing weekly:
16-34 men = 66%
Early adopters = 70%
Urban dwellers = 51%
35-54 women = 20%
Late adopters = 27%
Rural dwellers = 31%
% accessing weekly:
This has been aided by a two thirds increase of smartphone ownership in the past 18 months
+64%
50%
Dec ‘09
June ‘11
31%
Base: All mobile phone owners aged 16-54 (2009 N= 1598 2011 N=1247) Source: Essential Research (June 2011)
The mobile internet is adding to overall internet use rather than cannibalising it
23 hours per week
25 hoursper week
Average time spent on the internet using a computer
Smartphone ownersNon-smartphone owners
Base: Smartphone owners (N=693); non-smartphone owners (N=554) Source: Essential Research (June 2011)
60% of smartphone owners dual screen with their phones while watching TV
Base: All smartphone owners (N=693) Source: Essential Research (June 2011)
Audiences across the Channel 4 portfolio are younger and more mobile conscious
Those that list a C4 property as a favourite are more likely than average to be:
Base: All that list a Channel 4 property as a favourite (N=425) Source: Essential Research (June 2011)
Unable to live without their phone
+ 10%
+ 13%
+ 18%
+ 26%
Advertising influenced in choice of mobile
Daily mobile internet users
Interested in mobile social networking
(Title Slide)
Brand Synergy:Personality profiles for
mobile phone brands
Brand synergy maps allow us to analyse the possible effect of advertising and sponsorship on mobile brands
• Allows us to plot mobile phone brands against channels, platforms and programmes to analyse the possible effect of advertising and sponsorship
• Respondents scored brands against nine sets of opposing personality traits such as interesting/boring; easy-going/ inflexible and cool/ out-of-date.
• Personality profiles available for 15 mobile brands, 20 channels and 26 Channel 4 portfolio programmes
Sony Ericsson indexes highly on being reasonable, self-disciplined, and sporty
Traditional
Arty
Honest
Steady
Friendly
Masculine
Balanced
Sporty
Self-disciplined
Reasonable
109
112
113
114
114
116
121
122
123
126
Index saying attribute applies to mobile brand A
Mobile brand A is seen to be more reasonable, self disciplined and sporty than it’s competitors
Aligning with Channel 4 would make Sony Ericsson seem more different and streetwise
% difference between Channel 4 and mobile brand A
Different
Streetwise
Liberal
Open-minded
Extroverted
19%
19%
13%
13%
12%
Mobile brand A could work with Channel 4 to promote itself as being different and streetwise
Aligning with E4 would make Sony Ericsson seem more streetwise and youthful
% difference between E4 and mobile brand A
Streetwise
Youthful
Witty
Easy-going
Happy
28%
25%
24%
21%
20%
Mobile brand A could work with E4 to promote the brand itself as being streetwise and youthful
% difference between More 4 and mobile brand A
Straightforward
Liberal
Likeable
Interesting
Open-minded
21%
15%
13%
13%
13%
Aligning with More 4 would make Sony Ericsson seem more straightforward and liberal
Mobile brand A could work with More 4 to promote itself as being straight forward and liberal
Aligning with the following programmes could make Sony Ericsson seem more streetwise and/or different
10% 20% 30% 40% 50% 60% 70%10%
20%
30%
40%
50%
60%
70%
Different
Str
eetw
ise
Channel 4 News
Jamie Oliver
Secret Millionaire
Grand Designs
8 out of 10 Cats
T4
The IT Crowd
Misfits
Peep Show
Mobile brand A
Mobile brand B Mobile brand E
Mobile brand C
Mobile brand D
Nokia
HollyoaksEmbarrassing Bodies
This is England ‘86
If mobile brand A wanted to promote itself as being streetwise and different it could advertise or sponsor one of the programmes in the top right quadrant
Mobile brand F
(Title Slide)
For more details on these trends and TV/mobile brands synergy
maps please contact:
Suzanne Trotter – [email protected]
020 7306 8187
Lucy Alexander – [email protected]
020 7306 8056