2. Mixture of bespoke research commissioned by Odyssey Mobile Interaction alongside public domain research conducted by major players in mobile (Google, Yahoo!, TGI Europa) Bespoke Research conducted by dres consulting: --- 600 interviews in UK, Germany, France amongst adults aged 18-34 --- Survey carried out using smartphone ’ s amongst iOS and Android users Background to the research
4. Over half of 18-29s own smartphones 25% smartphone penetration across UK, Germany and France (All Adults) --- Which increases to over 1 in 2 (51%) when looking at the 18-29 age group (Source: Google – MMA Global Perspectives)
5. High levels of internet usage via smartphones 68% of 18-39 smartphone users are online for at least 2 hours per day (Source: TGI Europa) --- 67% of 18-34 smartphone users spend at least 1 hour per day online on their phone (Source: Dres Consulting – Base: 600 Respondents)
6. Preferred Device for Accessing the Internet (Global) ... which will only grow in significance and importance (Source: Global Web Index, August 2011)
7. General e-commerce 21% of 18-39 smartphone users purchase goods or services via their phone every week (Source: TGI Europa) This increases to 34% when looking at those who purchase monthly (Source: TGI Europa) 1 in 3 purchase monthly using their smartphone
8. 23 apps on a smartphone owned by an 18-29 adult --- 10 used in the last 30 days (Source: Google – MMA Global Perspectives) Apps are important but not the be-all and end-all Usage split by apps / browser Half and half Via an app Via a browser Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
9. 83% of smartphone users have used their device to access local information --- 81% of these have taken a positive action after looking up local content (Source: Google – MMA Global Perspectives) Proximity and accessibility drives inquiries
10. Allows users to engage further with other media (and ads) 54% of 18-29 smartphone users use their phone while watching TV (Source: Google – MMA Global Perspectives) 53% of 18-34 smartphone users have used their phone to follow up on a TV ad – 42% have done the same for a poster ad Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200
11. Over 2 in 3 users view video on their smartphone* *Source: Google – MMA Global Perspectives Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200) Attitudes towards streaming via smartphones : 52% positive 23% negative Biggest issues regarding streaming: Downloading / buffering issues: 50% Size of screen: 17% Video quality: 11% Range of content: 8%
12. An essential and integral part of peoples lives 29% of 18-29 smartphone users would rather give up their TV than give up their smartphone! (Source: Google – MMA Global Perspectives)
14. Cinema going Survey + TGI Smartphone users are regular cinema-goers 25% of 18-39 smartphone users visit the cinema each month (Source: TGI Europa) --- 18-39 smartphone users are 45% more likely to visit the cinema on a monthly basis than non-users (Source: TGI Europa)
15. 77% of 18-34 smartphone users say their phone is useful as a tool to help them decide what film to watch at the cinema The phone plays an important decision-making role Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
16. Frequency of using smartphone for information about times / locations of movies ) ... and is used on a frequent basis for movie information Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200) 64% monthly 36% weekly
17. Sources used to find out about times / locations of movies ) Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200) ... with a wide range of sources used
18. 81% of 18-34 smartphone users would like it to be easier to access information about cinema times / locations on their smartphones ... but a strong desire for information to be more accessible Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
19. The vast majority want to access trailers on their phone 70% of 18-39 smartphone users are interested in seeing trailers on their phones Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
20. ... again with a desire for this to be made more accessible 77% of 18-34 smartphone users would like it to be easier to watch trailers via their smartphones Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
21. 56% of 18-34 smartphone users are interested in seeing visual banner adverts on their smartphone for the latest movies that let you click through to view trailers ------- Perception compared to conventional banner ads: Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200) Greater interest equals greater engagement 42% more engaging 17% less engaging
22. 23% of 18-39 smartphone users click on a online advert at least once a week (Source: TGI Europa) 58% are likely to click to click on a banner to watch a movie trailer they are interested in on their phone (Source: Dres Consulting) ...which will lead to greater interaction with the activity Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
23. Likely actions post-viewing trailer ) With over 90% likely to take action as a result Source: Dres Consulting – Base: 18-34 Smartphone users in UK / DE / FR (200/200/200)
24. 77% of 18-34 smartphone users would like it if it was easier to watch trailers on their smartphones ... 69% said having clickable banner adverts that access movie trailers would make their smartphone better for discovering new movies A simple approach in order to deliver a user need/desire
