Using Mobile To Reach The Affluent Consumer - Odyssey Mobile

Affluent Europeans
& mobile/tablet

1. Affluent Europeans
2. Europe‟s affluent & mobile technology
3. Media consumption on mobile
4. Mobile site optimisation & ad effectiveness
5. Future developments / conclusion

“The European Affluent” – the top 13% of income earners in Europe.
What characterises this group:
1. Affluent Europeans
Business decision makers
Frequent flyers
University educated
Big shoppers
Income of €100k+
Premium car owners
Digitally savvy
Busy lives (business & social)
• The European affluent lead busy lives,
working hard (60% more than 40 hours per
week) and playing hard
• The European affluent have a high personal
wealth and are willing to spend it on
worthwhile items: personal travel, premium
cars, big ticket items e.g. clothing and
jewellery
• The European affluent are digital savvy and
are early adopters of new technology
• E-commerce is very popular among the
affluent (convenience and a time saver) and
the average value of their online purchasing
(in the most recent 6 months) has increased
by over 50% in the last 2 years to an average
of €1,644
Source: IPSOS - EMS Digital Deep Dive 2013. Base: Total (1,074)

Europe‟s affluent & mobile technology
Private & Confidential - Odyssey 2014

30%
32%
30%
47%
48%
55%
63%
80%
Italy
France
Germany
UK
Use smartphone
Use tablet
25%
35%
41%
42%
63%
77%
Age 55+
Aged 45-54
Below 45
32%
35%
56%
67%
Female
Male
34%
63%
Total
• Almost two thirds of Europe‟s affluent
use a smartphone and more than a third
use a tablet.
• Almost a half of the UK‟s affluent use a
tablet
• Usage of smartphones among the under
45‟s affluent is more than three quarters
• Even among the over 55‟s tablet usage
is at 25%
• General population smartphone = 57%*
• General population tablet = 18%**
• The European affluent are more likely
to use a smartphone and much more
likely to use a tablet
Source: IPSOS - EMS Digital Deep Dive 2013. Base: Total (1,074). *Comscore EU5 March 2013. **eMarketer 2013
Users of smartphones & tablets

Brand of smartphone used most often OS of the smartphone used most often
48%
6%
5%
9%
11%
20%
48%
31%
11%
4%4%
• Among Europe‟s affluent smartphone users Apple has almost a 50% share of usage as does it‟s OS
• Android has almost a third share of OS, operating across handsets from Samsung, HTC and Sony. Blackberry has an
11% share of both handsets and OS.
• Apple is better represented when comparing to the general population of smartphone users
Source: IPSOS - EMS Digital Deep Dive 2013. Base: Smartphone users (677). *Comscore EU5 March 2013
* *

Brand of tablet used most often:
other
75%
5%
9%
12%
• The Apple iPad has a dominant share
of the tablet market accounting for
three quarters of all usage
• Apple has a disproportionately high
share compared to the general
population where tablets running
android are more popular
• The low cost appeal of nexus tablets
(for example) is not as relevant among
the affluent
• Affluents can afford high end
smartphones and tablets
Source: IPSOS - EMS Digital Deep Dive 2013. Base: Tablet users (365)

0%
15%
30%
tablet
tablet
smartphone
average weekend dayaverage weekday
smartphone
0%
15%
30%
Devices used for consuming media by hour
• Smartphone usage peaks on weekday mornings and early evenings – the peak commuter hours
• Smartphone usage maintains high usage levels throughout the day on weekdays – it is a device used for business as
much as for pleasure
• Tablet usage peaks at 8pm on weekdays and weekends – indication of the tablet being used for entertainment (not
business) and also dual screening
• Tablets and smartphones play different roles for affluent Europeans – the smartphone is the go everywhere
mobile device and the tablet is the go everywhere around the home device

0%
15%
30%
45%
60%
75%
TV
tablet
smartphone
Newspaper/
magazine
PC / laptop
• Smartphone usage is higher than that of
newspapers/magazines or TV during the day
• Tablet usage is above newspapers and magazines
during the evening suggesting is it increasingly
performing the role of those traditional media
• Smartphone usage is relatively consistent between
morning and evening prime, the only media not to
have big peaks and troughs
• The tablet peak is at the same time as TV peak
reinforcing the notion of dual screening
• Smartphone and tablets are now established
media among the affluent, both challenging the
previous dominance of traditional media and
acting as a complimentary outlet
52% of tablet users use the
device while watching TV on a
daily basis
Devices used for consuming media by hour
average day

52
• The European affluent are more likely to use a smartphone and much more likely
to use a tablet
• The European affluent can afford high end smartphones and tablets (esp. Apple)
• Tablets and smartphones play different roles for affluent Europeans – the
smartphone is the go everywhere mobile device and the tablet is the go
everywhere around the home device
• Smartphone and tablets are now established media among the affluent, both
challenging the previous dominance of traditional media and acting as a
complimentary outlet

0%
5%
10%
15%
20%
25%
30%
35%
40%
visiting websites using apps reading digital
versions of print pubs
watching video
streams of live TV
Smartphone Tablet
Daily device activity (total sample)
• Almost a third of the European affluent are visiting websites and apps on their smartphones every day
• App usage is higher on smartphones than website visits – the affluent are more likely to be app users than the general
population, especially paid for apps. 1 in 7 of the affluent choose to read their newspapers/magazines via app or tablet
• The European affluent don’t just own smartphones and tablets, but are intensive users

0
10
20
30
40
50
60
Tablet Smartphone
Total users
Daily device activity – minutes used on average weekday
(time spent reading newspapers & magazines, watching TV and using internet
excluding e-mail)
Source: IPSOS - EMS Digital Deep Dive 2013. Base: Total (1,074). *IAB 2013.
• Affluent tablet users spend 50 minutes a day on their device consuming media and smartphone users 21 minutes
• 71% of time on the tablet is for internet (not TV or print) rising to 85% for the smartphone
• Affluent Europeans proportion of internet usage over mobile/tablet is 39% higher than the average European.
• Affluent Europeans spend longer using their devices per day than the average consumer
25% of daily internet usage is
on mobile/tablet, +39%
greater than the average
consumer*

According to a recent facebook study, the „European
Business Elite‟ are +15% more likely to use Facebook on
their smartphone and +26% more likely to use on their
tablet than the average*
Source: IPSOS - EMS Digital Deep Dive 2013. Base: Total (1,074). *The WorldWIred & Weathly Study by Sparkler for Facebook
• The European Affluent are heavy social media
users with almost half using Facebook each day for
an average of 34 minutes
• The European Affluent are more likely to use a
smartphone or tablet to access Facebook than
the general population

0% 5% 10% 15% 20% 25%
Eurosport
CNN
FT
BBC
NYTimes
SkyNews
Monthly “exclusive” smartphone/tablet reach
of select international media websites*
• The European affluent continue to consume
international media, but now across multiple platforms
• With some international media websites almost a
quarter of their monthly reach is now coming exclusively
from smartphone & tablet users
• The media tastes of the affluent Europeans have
not changed drastically, but the way they consume
their preferred titles is increasingly moving to
smartphone/tablet
Source: IPSOS - EMS Digital Deep Dive 2013. Base: Total (1,074). *EMS 2013 full survey. Private & Confidential - Odyssey 2014

52
• The European affluent don‟t just own smartphones and tablets, but are
intensive users
• Affluent Europeans spend longer using their devices per day than the average
consumer
• The European Affluent are more likely to use a smartphone or tablet to access
Facebook than the general population
• The media tastes of the affluent Europeans have not changed drastically, but
the way they consume their preferred titles is increasingly moving to
smartphone/tablet

• The European affluent are heavy online shoppers and are more likely to buy a product or use
a service if the mobile site is optimised.
• If users can't find what they're looking for on a mobile site, they'll sooner seek out a
competitor's mobile-friendly site instead of switching to a PC to revisit the first one
• A bad mobile experience can create bad feelings about a company. Nearly half of participants
in the survey said they feel frustrated and annoyed when they happen across a site that's not
mobile-friendly, and that it makes them feel like a company doesn't care about their business.
• The European affluent are cash rich, but time poor and are discerning customers – a
poor mobile experience can not only lose their business but damage brand perception
Source: Google Research carried out by Sterling Research and Smith Geiger in July 2012
“What users want from Mobile Sites Today”
(Google Study)
Why is an optimised mobile site important:

Do smartphone users notice ads on their device?
Source: The Mobile Movement Study, GoogleIpsos OTX MediaCT, 2011. Smartphone Users (5,013)
• 4 in 5 smartphone users say they notice ads on their smartphone, a high recognition level.
• Display ads are the most noticed format with almost half of smartphone users saying they notice banner ads
• Advertising on smartphones is a good way to reach the European affluent with a brand message.

13%
26%
28%
32%
10%
23%
23%
32%
10%
20%
23%
27%
I made a purchase directly through my
connected device based on an ad I saw
I searched for more information about a
business that I saw advertised through my
connected device
I clicked on an ad to view the full
advertisement or product offering
I made a purchase on the internet via PC
12%
27%
24%
27%
8%
20%
19%
34%
7%
14%
17%
28%
UK
Germany
Italy
Tablet owners Smartphone owners
Impact of Mobile Advertising After Seeing a Mobile Ad on Their Device
• Mobile advertising plays a crucial role in the purchase process – raising awareness and knowledge of a product/service then
driving to the PC for purchase (approx. a third) and even resulting in an „on device‟ purchase (approx. 10%).
• The European affluent spend significant amounts of time on their smartphones/tablets each day so are more likely to
have the time to ‘follow-up’ on ads they’ve seen, plus they are used to online purchasing
Source: Nielsen 2012

27%
21%
3%
Rich MediaNon-Rich MediaControl
41%
29%
20%
8%
2%
Wait until you
were next on the
computer and
purchase it from
the John Lewis
website
Go into a John
Lewis shop and
buy the item
Buy the item
from a different
website on your
mobile
Not bother to
purchase the
item at all
Other (please
specify)
Imagine you wanted to buy a product from John
Lewis on your mobile - but the site wasn‟t working so
you couldn‟t. Out of the below possibilities, which
would be your most likely reaction?
+30%
What is the first high street retailer or shop that comes into
your mind?
Importance of a working siteIncrease brand awareness – different formats
• Use mobile to increase brand awareness - mobile advertising increased unprompted awareness amongst
those exposed to the advertising by 822%
• Invest in rich media to increase your cut through – those exposed to the expandable banner were 25%
more likely to remember the advertising than those who saw the static banners
• Have a mobile optimised destination site to avoid a loss of potential revenue- 30% of consumers admitted
they would take their business elsewhere if the mobile site experience was poor.
John Lewis Mobile Case Study
Source: IAB Rich Media Brand Effectiveness Study July 2011. Base:1295

52
• The European affluent are cash rich, but time poor and are discerning customers –
a poor mobile experience can not only lose their business but damage brand
perception
• Advertising on smartphones is a good way to reach the European affluent with a
brand message
• The European affluent spend significant amounts of time on their
smartphones/tablets each day so are more likely to have the time to „follow-up‟ on
ads they‟ve seen, plus they are used to online purchasing

Future developments / conclusion

Mobile advertising (by which we mean all internet ads delivered to smartphones and
tablets, whether display, classified or search) has now truly taken off and is growing
seven times faster than desktop internet. We forecast mobile advertising to grow by
an average of 50% a year between 2013 and 2016, driven by the rapid adoption of
smartphones and tablets. By contrast we forecast desktop internet advertising to grow at
an average of 7% a year.
We estimate global expenditure on mobile advertising at US$13.5bn in
2013, representing 13.1% of internet expenditure and 2.7% of advertising across all
media. By 2016 we forecast this total to rise to US$45.4bn, which will be 29.0% of
internet expenditure and 7.7% of all expenditure. This means mobile will leapfrog
radio, magazines and outdoor to become the world’s fourth-largest medium by the
end of our forecast period.
We forecast mobile to contribute 36% of all the extra ad spend between 2013 and 2016.
ZenithOptimedia Ad Spend forecast (December 2013):
• Mobile advertising is recognised as THE advertising medium of the moment and growing rapidly, it represents a
huge opportunity to reach the European affluent that has not previously been realised.
Future Trends: rising mobile ad spend
Source: ZenithOptimedia Dec 2013 Private & Confidential - Odyssey 2014

Future Trends: increasing device penetration
Global smartphone penetration forecasts
Source: GSMA Mobile Economy Report 2013
• Smartphone penetration is increasing in all regions across the world. Western Europe leads the way and it is forecast that
penetration will hit 79% by 2017. Tablet penetration is also increasing rapidly.
• Smartphone and tablet penetration among the European affluent will be ahead of that of the general
population, meaning that over the next few years almost all affluent consumers will have (and be regularly using)
smartphones

• …are high earners, time poor and always on the move - mobile/tablets are their
facilitators for business, entertainment & shopping
• …can afford these high end personal electronics (especially the more expensive apple
products) and are more likely to own and use them than the average
• …are intensive users of these products (esp. for internet browsing), overtaking some
traditional media in terms of time spent – the tablet is also often used at the same time
as the TV
• …still consume traditional international media titles, but consumption is now fragmented
across multiple platforms including mobile & tablets
• …are busy and discerning customers, a mobile optimised site is crucial to maintain their
attention whilst browsing and to reflect well on the brand itself
• …are heavy online shoppers and can be led to brand research/purchase by mobile
ads, whether taken on to laptop or via the mobile/tablet itself
• …are ready and open to mobile advertising, device penetration will reach close to 100%
in the coming few years and the sector is maturing into a major commercial vehicle
The European affluent…..

Data in sections 1-3 is primarily taken from the “EMS Digital Deep Dive Study 2013”.
EMS is the foremost industry syndicated survey focusing on affluent Europeans, it looks at the top 13% of income
earners in Europe and their lifestyle, media preferences and purchasing habits.
The Digital Deep Dive Study is a booster study that goes into deeper analysis of affluent Europeans consumption
of media on digital platforms.
The Deep Dive study is an online re-contact study carried out in March 2013 in the UK, Germany, Italy and France.
Total sample was more than 1,000 split evenly across the 4 markets.
EMS and the Deep Dive Study are carried out by „Ipsos‟, one of the worlds largest market research companies.
EMS Digital Deep Dive Study 2013 executive summary:
Note on methodology
• New devices are rapidly entering the households of the affluent .
• The group of consumers using multiple media devices (PCs/laptops and tablets and smartphones) is growing by the day. The
so called 3 screen users are not consuming less traditional media, but more additional media on tablets and smartphones.
• Consumption of the traditional media of print, TV and radio is there to stay: the consumption patterns remain stable.
• Next to the traditional media, a lot of time is spent on the internet.
• Tablets & smartphones provide the means of additional media usage through the day, on different times of the day and on
different places.
• The consumption of media is fragmented over devices and platforms (publication, TV/video streams, websites and apps)
• Social media has gained a significant position in the media landscape.
• The British & Irish are ahead in adoption of mobile devices and more frequent usage of digital media. The rest of Europe
follows closely behind.
• The group of connected TV users is still relatively small. They do not use the main TV screen as an internet device. They do
use their smart TVs to watch more TV.

Europe‟s affluent and social media
• Almost three quarters of the
European affluent are social media
users
• Half are users of Facebook
• More than a quarter use LinkedIn
• Almost a quarter spend more than an
hour on social media
Usage of social media
71% of Europe’s Affluent are
social media users
(used any social networking site in last 30 days)
21% are heavy (1+ hour a day) social
media users – av. of 2 hrs. 8
mins a day on social media
Source: IPSOS - EMS Digital Deep Dive 2013. Base: Total (1,074) Private & Confidential - Odyssey 2014

Using Mobile To Reach The Affluent Consumer - Odyssey Mobile

Using Mobile To Reach The Affluent Consumer - Odyssey Mobile

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