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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1st Greek Mobile Barometer – 19 Things that you always wanted to know about mobile usage in Greece but were too afraid to ask. презентация
Содержание
- 1. 1st Greek Mobile Barometer – 19 Things that you always wanted to know about mobile usage in Greece but were too afraid to ask.
- 2. Tempo OMD introduces Mobile Barometer Greece- Here
- 3. Mobile Internet growth Smartphone grows rapidly
- 4. Smartphones sales volume exceeded that of
- 5. The goal of this research is to
- 6. Survey Basics: We conducted a large scale
- 7. 1. Electronic devices penetration is impressive ….
- 8. 2. Surprise: Smartphones and Tablets are not
- 9. 3. Internet Usage? How do they go online? Base: Smartphone/Tablet Users
- 10. 4. Where do they use their smartphones
- 11. 5. Which Screen? Mobile Internet usage is
- 12. We identified Four main areas of use
- 13. ENTERTAINMENT 6. Let me Entertain YOU.
- 14. 7. I need to know. What exactly?
- 15. 8. Isn’t that Useful? Main activities/ utilities
- 16. 9. Ka-Ching. They Shop. What are they
- 17. 10. No Surprises. The most favorite things
- 18. 11. And the most favorite apps Greeks users have… Base: Smartphone/Tablet users
- 19. 12. Categories of Games they love… Base: Smartphone/Tablet users
- 20. 13. “Is the Price Right?” 40%
- 21. 14. Mobile shopping is on the rise.
- 22. It’s a fact of life for television
- 23. 40% MOST OF THE TIMES 28% FEW
- 24. Complementing or distracting experience?
- 25. New approaches for broadcasters Opportunity to build loyalty and drive ratings growth
- 26. Positive implications for advertisers
- 27. High-End are the older ones with the
- 28. Practical appear to be a premium group
- 29. Practical & Followers are more into groceries
- 30. Practical appear to be more engaged with
- 31. Questions? Kostas Houndas houndas@omd.gr
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
Слайд 1Kostas Houndas Insight @ Tempo
OMD Hellas
Слайд 2Tempo 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
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
Слайд 3
Mobile Internet growth
Smartphone grows rapidly
Internet on the go
The –obvious- mobile opportunity
Source:
Focus Web ID & Euromonitor
Base: Total population, Greece
Base: Total population, Greece
Слайд 4
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)
Слайд 5The 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
Слайд 6Survey 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
Слайд 71. Electronic devices penetration is impressive …. Despite the recession
Smartphone
51%
Tablet
10%
Feature phone
54%
Base: 18-54, Internet Users
Слайд 82. 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)
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
Слайд 104. Where do they use their smartphones and tablets?
74% at home
On
the go (out of home) 65%
Base: Smartphone/Tablet Users
Слайд 115. Which Screen? Mobile Internet usage is higher than TV for
the day, remaining high during TV’s prime time
Base: Smartphone/Tablet users
Слайд 13ENTERTAINMENT
6. Let me Entertain YOU. What are the top Activities.
Base:
Smartphone/Tablet users
Слайд 147. I need to know. What exactly? Most users get the
following info via mobile
Base: Smartphone/Tablet users
Слайд 158. Isn’t that Useful? Main activities/ utilities via mobile.
CONVENIENCE
Base: Smartphone/Tablet users
Слайд 169. Ka-Ching. They Shop. What are they buying(last 6 months)
SHOPPING
Base: Smartphone/Tablet
users
Слайд 1710. 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
Слайд 2013. “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
Слайд 2114. 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
Слайд 2340%
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
Слайд 27High-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.
Practical & Followers are relatively the younger ones with the lowest income levels.
16. “Who are you again?” Is it Linear Demographics or not?
Слайд 28Practical 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.
Слайд 29Practical & Followers are more into groceries mobile shopping, while High-End
& Own-Pacers into e-ticketing
18. Own-Pacers love the tickets.
Слайд 30Practical 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.
