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Roadshow Europe mobileSQUARED - Gavin Patterson
1. Data to develop your mobile strategy
Gavin Patterson, Chief Markets Analyst Gavin@mobilesquared.co.uk
mobileSQUARED +44 118 977 6902
2. Mobile Consumer Trends 4Q12...
Mobile subscriptions: 84.27 million
Total population: 63.5 million
Mobile subscribers: 51.22 million
Mobile Internet users: 35.74 million
Mobile App users: 30.83 million
Mobile Commerce users: 24.59 million
Mobile Advertising reach: 22.63 million
Mobile Marketing opt-ins: 22.05 million
Source: Mobile Consumer Trends, in association with
3. Mobile Consumer Trends 4Q12
users vs subs, pops & devices
90
80
42% 37% 29% 27% 26% Subscriptions
70 Population
60 Subscribers
56% 49% 39% 36% 35%
Users
50
70% 60% 48% 44% 43%
40
30
20
10
0
Mob Mob apps Mob Mob ad Mob
internet commerce marketing
Source: Mobile Consumer Trends, in association with
4. Smartphone growth, 2010-16
30 mil. handset sales per year
+80% contracts upgrade
+55% prepay upgrade
Device penetration of 24.3% in 2010
... 51.2% in 2012
... and 79.9% in 2016
Source: Mobile Consumer Trends, in association with
6. Mobile Consumer Trends tracks...
Mobile Internet Mobile Marketing
Primary form of internet access Opted-in and used
At least once per day Opted-in, haven’t used yet
At least once per week
At least once per month Mobile Advertising
Seen, no purchase
Mobile Apps Seen, mobile purchase
5 per week / frequent user Seen, PC purchase
5 per month / frequent user Seen, shop purchase
Occasional / frequent user
Occasional / in-frequent user
Mobile Commerce
Spend up to £10
Spend up to £100
Spend up to £1,000
Spend up to £1,000, and over
Source: Mobile Consumer Trends, in association with
7. Mobile Internet users, by gender 4Q12
35.74 million total
At least once per week Primary form of internet access
53% / 47% 52% / 48%
3,000,000
2,000,000
2,500,000
2,000,000 1,500,000
Male Male
1,500,000 1,000,000
1,000,000 Female Female
500,000
500,000
0 0
Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012 Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012
At least once per day At least once per month
50% / 50% 47% / 53%
10,000,000 4,000,000
8,000,000 3,000,000
6,000,000 Male 2,000,000 Male
4,000,000 Female 1,000,000 Female
2,000,000 0
0 Q4 1Q 2Q 3Q 4Q
Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012 2011 2012 2012 2012 2012
Source: Mobile Consumer Trends, in association with
8. Mobile app users, by age 4Q12
30.83 million total
Heavy downloader, Frequent downloader,
frequent user (18-34 = 66%) frequent user (25-44 = 54%)
800,000 1,500,000
18-24 18-24
600,000
25-34 1,000,000 25-34
400,000 35-44 35-44
500,000
200,000 44-54 44-54
55-64 55-64
0 0
Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012 Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012
Occasional downloader, Occasional downloader,
frequent user (25-54 = 70) infrequent user (35-64 = 81%)
3,000,000 4,000,000
18-24 18-24
3,000,000
2,000,000 25-34 25-34
35-44 2,000,000 35-44
1,000,000
44-54 1,000,000 44-54
0 55-64 0 55-64
Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012 Q4 2011 1Q 2012 2Q 2012 3Q 2012 4Q 2012
Source: Mobile Consumer Trends, in association with
9. Mobile commerce, by location 4Q11
20.76 million total
National average
£10 - 45% of users
£100 - 37% of users
£1000 - 11% of users
£1000+ - 7% of users
Internet purchase - 72
App purchase - 28%
Male
Internet/app - 67/33%
Female
Internet/app - 78/22%
Source: Mobile Consumer Trends, in association with
11. Mobile marketing users, by device 4Q11
20.80 million total
iPhone 12%
Android 14%
Other smart 16%
Total smart 42%
Featurephone 54%
Legacy 4%
Top Tip: ABC1
females in London
aged 24-34 with an
iPhone
21,829
Source: Mobile Consumer Trends, in association with
12. Don’t switch off yet:
Take our data challenge:
‘Play Your Data Right’
Visit the mobileSQUARED stand in the River Room
Gavin Patterson
Chief Markets Analyst
mobileSQUARED
gavin@mobilesquared.co.uk
+44 118 977 6902
