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the PBM landscape:
UK opt-in opportunity
Nick Lane, chief strategy analyst,
Gavin Patterson, chief markets analyst
All data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer
Trends database
About mobileSQUARED
Specialists in mobile consumer engagement
We do it using Mobile Consumer Trends, the only forward-looking mobile consumer forecasts, based on extensive ongoing qual/quan mobile market and consumer research.
We create the mobile market forecasts
Then segment the data by
• Advertising • Apps • Internet • Messaging • Commerce
Then by
• Device type • Age • Gender • Location • Socio-economics
Then we forecast
How we do it
8 million spam a day (DMA) = 2.9 billion per year
= £87.6 million @ £0.03
35 spams per year p.p. = 1 spam every 10 days
The United Kingdom of Spam?
Moving house?
The power of now
The power of now
IN-APP NOTIFICATIONS
Latest addition
The power of now
The 2 phases of PBM
Entry-level
Conversational
We’re now programmed to communicate in
140 characters
Permission-Based Marketing
Entry-level =
Messaging/in-app notification
Co
nve
rsat
ion
al
Key usage numbers (4Q2011)
Mobile internet users 30.19 million App users 25.24 million Mobile Ad reach 18 million M-commerce 20.76 million Opt-in marketing million
73 million total messaging devices
Nb all MCT data based on 18-64 year olds
24.3%
79.9%
30mn sales; +80% contract; +55% prepay
14.59mn 53.4%
9.83mn 51.4%
Sex:
Male
Age:
45-54
Lives:
Border region
Uses:
Featurephone
7.28mn 55.1% 7.31mn
50.7%
51.6% 53.7% 55.3%
51%
51.8%
8,000,000
6,000,000
4,000,000
2,000,000
0
7.83mn 53%
6.17mn 54%
UK mobile usage landscape 4Q11
6% / 46%
5% / 44%
12% / 41%
18% / 61%
7% / 58%
2% / 57% 10% /
57%
11% / 53%
1% / 71%
5% / 61%
14% / 52%
7% / 44%
London, 4Q11
By age
18-24 – 412,297 / 56% 25-34 – 571,287 / 57% 35-44 - 609,014 / 56% 45-54 - 595,540 / 58% 55-64 – 506,613 / 56%
Total opt-in
2694,752 60.6% responded
By gender
Male – 1,344,681 / 57.8% Female – 1,350,071 / 55.6%
By income
ABC1 - 1,494,779 / 56.7% C2DE – 1,199,973 / 57.1%
Conclusion
Develop an entry-level PBM strategy with a view to evolving to conversational marketing Males more receptive to mobile marketing Greater interaction/engagement on iPhone Smartphones to overtake featurephones in 2012 – providing a richer engagement Growth will only accelerate Opt-in user volume = 34.4 million in 2014
Nick Lane Gavin Patterson mobileSQUARED [email protected] [email protected] +44 118 977 6902
Source: Mobile Consumer Trends, in association with
