Key facts Mobile Internet in Belgium
October 2011 [email protected]
MEDIA CONSUMPTION
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OPPORTUNITIES FOR BRANDS
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What about you ?
PS : iPhone 5 doesn’t exist … yet !
52% of Smartphone owners connect to internet
thanks to their mobile at least several times a week (10,2% of the pop)
20% of the population own a Smartphone
98% of the population 15-70 years old own a mobile phone
31% of everyday … or nearly (6,2% of the pop)
Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
20 1822
26
14
2531
115
2723
13
54
74
7
12 3
4
4
7
4
5
7478
71 70
79
6366
84
92
67
73
82
2 3 1 2 2 17
2 4
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Dutch French Men Women 15-24 25-44 45-54 55-70 SG1-2 SG3-4 SG5-8
No GSM
GSM, no smartphones
Yes, maybe
Yes, certainly
Core targets
Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
Intention of purchase
18% of the non-owners
intend on buying a Smartphone
Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
6976
8186
90
8185
94 9499
79 8189 89
94
64
74 75
88 88
47
61 63
7479
3124
1914
10
1915
6 61
21 1911 12
6
36
26 25
12 12
53
39 37
2621
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May
Total 15-24 25-44 45-54 55-70
No
Yes
Awareness of tablets ‘Did you know about the tablets existence’ - based on stimuli
Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
Tablets - penetration & buying intention
Already own a
Tablet4,0%
Yes, certainly in the next few
days or weeks6,8%
Probably in the
next few month4,6%
Maybe one day
41,1%
No
43,5%
Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
Innovation curve
Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F
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How long per day ?
7%
18%
19%
20%
15%
10%
12%
Less than 15 min
Between 15 and 30 min
Between 30 and 45 min
Between 45 min and 1h
Between 1h & 1h30
Between 1h30 & 2h
More than 2h
57% use it more
than 45 min a day
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1%
2%
2%
5%
7%
13%
15%
54%
Home - other room
At school, at university
Kitchen
Home office
Place of work
During my travels (metro, plane, TGV...)
Bedroom
Living room
Where ?
The main place
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Tablet use : Media Concernant les médias dit ‘classiques’ (journaux, magazines, chaines de télévision, radios, …), consultez-vous certains sites ou applications de ces médias sur votre tablette numérique ?
56%
27%
26%
20%
15%
29%
46%
44%
48%
38%
15%
27%
30%
32%
46%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Dailies
Magazines
TV channel (information site)
TV channel (video)
Radio
Often Occasionally Never
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Newspapers
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TV # scenario 1 : The line is broken
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TV # scenario 2 : a better TV experience
http://www.youtube.com/watch?v=ZY6oJR38OoI
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TV # scenario 3 : Always & Everywhere
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TV # scenario 4 : use Tablets as a remote
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Media center ?
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Hierarchy of devices
phones tablets laptops
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Tablets
Smartphone
operating systems
& standards
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The Big Five competition
62% 13%
4%
3%
12%
3%
3%
Q1 2010
iPhone
iPod touch
iPad
Windows
Android
SymbianOS
Blackberry
Others
37%
6% 38%
0,5%
10%
4%
2% 2%
Q1 2011
Number of visits from mobile: X 4.8
Number of page views: X 5.4
Source: iProspect (Aegis Media Belgium) - Number of visits to a selection of representative Belgian websites.
8 out of 10 brands
not ready for mobile !
according to Ian Carrington, head of mobile (EMEA), Google.
Speaking at the IAB Mobile Engage 2011 today (14 June),
Source: iProspect (Aegis Media Belgium) - Number of visits to a selection of representative Belgian websites.
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Average # of downloaded apps, paid or free : 16
Average # of paid apps : 8
Average # of regular used apps : 8
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Mobile for brands
… or download on
www.WPMOBILE.be
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8 steps for an efficient mobile strategy
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1. What are your MarCom objectives ?
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Attention
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Interest
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Interest
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Interest
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Desire
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Action
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1: What are your MarCom objectives ?
• Dialogue • Engagement
+
Google Goggles
http://www.youtube.com/watch?v=Hhgf
z0zPmH4&feature=player_embedded
Google Goggles
http://www.youtube.com/watch?v=Hhgf
z0zPmH4&feature=player_embedded
Google Goggles
http://www.youtube.com/watch?v=Hhgf
z0zPmH4&feature=player_embedded
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Keep in touch …
www.facebook.com / IsobarBelgium
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Thank you
Septembre 2011
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1. The Chocolate Barometer
• Survey parameters – Permanent measurement of the « mobile connected-devices » market in
Belgium ; Smartphones and Tablets
– Started in July 2010 (=launch of the iPad in Belgium)
– Waves : July 10 – Sept 10 – Nov 10 – Feb 11 – May 11 - (Next November)
• Methodology – 500 interviews face-to-face (Research Solution)
– Representative of the population 15-70 Yo (based on the CIM standards)
– Via the deepblue (Aegis Media) monthly tracking tool :
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2. Tablets usage & attitudes : panel
• Partnership – ANT Research, Dialog Solutions, Isobar
• Methodology – Quantitative : 2.797 interviews – 289 people have a tablet
– Qualitative: online private communities – 62 active participants
– May / June 2011