Velti Mobile Whitebook 2013.pdf - IAB UK

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Mobile Whitebook 2013 Mobile penetration and use grows Mobile devices have rapidly become an integral part of our everyday lives A recent survey by the insurer Endsleigh reports that 32% of us would be more willing to go without alcohol for a month than lose our mobile phone, with 24% of respondents believing that losing their phone would be detrimental to their mental health. Nielsen reports a 97% mobile phone penetration in the UK, with 64% of these being ‘smartphones’. A year ago, smartphone penetration in the UK tipped over the 50% mark, making ownership irrefutably ‘mainstream’ for the first time. At the end of 2013, penetration levels were close to two-thirds of the population. That has changed the way brands can communicate. Smartphone use is a global phenomenon This phenomenon isn’t contained within the UK. Smartphone penetration in the EU5 has crossed over into the mainstream at 57%, which is higher than the respective penetration rate of the United States (54%). Meanwhile, rates are lower in Germany (51%) and Italy (53%). Smartphone penetration 56.5% EU5 UK SPAIN FRANCE Dec 2012 Dec 2011 64.0% 65.8% 53.0% 52.6% ITALY 50.8% GERMANY 53.8% US Key facts about global mobile use • Over 712 million smartphones were shipped globally in 2012 according to IDC – a 45% increase on 2011. • Lower-cost smartphones made by Huawei and ZTC are helping to fuel this trend in emerging markets. Android becomes the dominant smartphone operating system The rising success of Android has altered the landscape of mobile operating systems. Android now outpaces iOS sales by two to one, and this trend is increasing. Already, penetration of Android smartphones is close to 50%. Symbian 3.1% Windows 6.4% BlackBerry 15.2% iOS 28% Market Share iOS/Android in the UK 97% mobile phone penetration in the UK, 64%of which are Smartphones Android 46.6% 8 www.velti.co.uk
Tablets become the screen of choice Tablet penetration has also doubled since 2011, and the increased competition from cheap alternatives has undoubtedly helped to fuel this growth. The rapid adoption of tablet devices has fragmented the mobile landscape and there are notable differences in user characteristics between the two mediums. Mobiles are highly personal, while tablets are often shared. The majority of tablets are WiFi-only and used mainly at home. Mobile Whitebook 2013 Tablets to replace PCs and laptops as the device of consumer choice With IDC reporting a near 14% drop in PC and laptop sales in the first quarter of 2013, it’s likely that beyond handheld mobile devices, the tablet will be the primary device through which the majority of consumers will interact digitally with brands. By 2017, it’s expected that annual tablet shipments will exceed 350 million, significantly in excess of the 300 million PCs currently shipped annually. Consumers are migrating to the portable device fast. The switch from desktop and laptop devices to tablet has been accelerated by a number of factors. Manufacturers are increasingly seeing the value of creating smaller and cheaper tablet devices as these are lower cost. In addition, larger tablets are less portable while their heavier weight makes them less comfortable to use for prolonged periods of time. 2012 2011 23% 24% 24% 402.5% 19% 20% 263.0% 15% 77.4% 10% 48.1% 26.8% -27.7% 4Q12/4Q11 Growth in Tablets – global data Key facts about tablet penetration UK FRANCE GERMANY ITALY USA SPAIN AUSTRIA • Close to 53 million tablets were sold worldwide in Q4 2012, a 75% increase YoY. Tablet penetration • From Q4 2011 to the same period in 2012, Samsung and Asus had the biggest growth but Apple is still in the lead. • Tablets sold globally in Q4 2012: – 22.9 million iPads – 7.9 million Samsung devices – 3.1 million Asus devices www.velti.co.uk 9
Page 1 and 2: In partnership with Mobile Whiteboo
Page 3 and 4: Mobile Whitebook 2013 Contents 4 In
Page 5 and 6: Mobile Whitebook 2013 About Velti V
Page 7: Consumer Data: The Case for Mobile
Page 11 and 12: Tablet behaviour is different to th
Page 13 and 14: Selling effectively means reaching
Page 15 and 16: The actions of GAFA shape the way c
Page 17 and 18: Respondents: 180 How mobile is your
Page 19 and 20: Respondents: 171 How significant do
Page 21 and 22: Five steps to mobile success As the
Page 23 and 24: Measurement for mobile One hindranc
Page 25 and 26: Mobile Whitebook 2013 Case Studies
Page 27 and 28: Samsung Hope Relay The Challenge To
Page 29 and 30: Mobile Whitebook 2013 How to Contac

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