Slides Hugues Rey GRP 26 05 2011

1. Media Session 26/05/11
« Mobile Internet » & « Influence of media on Search »
DIAMANT BUILDING – Conference & Business Centre

2. Mobile is…
the New Web!
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

3. Remember 1998…
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

4. Mobile means…
more than surf!
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

5. Pay 1, get 2 !
Havas Media Brussels Online Publishers Association
OPAB Mobile Surfers
Global Survey Mobile
- 4 Waves / Year - 1 Wave (till now)
- Ant Research - Ant Research + (OPA Panel)
- Online Survey - Online Survey
- 12/2010 - 02/2011 - 03/2011
- 1.000 interviews 12+/wave - 2.720 Interviews 18+
Mobile and Device usage Mobile Surfers
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

6. 20% of Smartphones in February
Among the following telecommunication devices, which do you own and which will you acquire
in the coming months?
Wave 1 Wave 2
95%
GSM 92%
13%
Smartphone 19%
11%
Netbook 12%
2%
Digital tablet 3%
0% 20% 40% 60% 80% 100%
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

7. Purchase intent
Wave 1 Wave 2
12% 11,5%
Classical GSM is now
10,5% OBSOLETE.
9,9%
10%
8% 7,3% 7,1%
6,2%
6%
4%
2%
0,6% 0,9%
0%
GSM Smartphone Digital tablet Netbook
n:1072 (wave 1)
n:1067 (wave 2)
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

8. Mobile devices adoption
28% Smartphones in March
Among the following devices, which ones do you currently use and which ones
do you intend to use in the coming months?
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

9. Smartphone users - Profile
Men
23.3%
SG 5-8 Women
14.3% 14.9%
SG 1-4 FR
23.9% Total 22.2%
Smartphone
19%
55+ NL
Male 8.8% 16.5%
18-34 years old
Social group 1-4
35-54 18-34
20.3% 30.9%
Based on smartphone users / n:202
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

10. Digital tablets users - Profile
Men
3%
SG 5-8 Women
1.7% 2.8%
SG 1-4 FR
4.1% Total 3.3%
Digital Tablets
2.9%
55+ NL
1.6% 2.6%
35-54 years old
Social group 1-4
35-54 18-34
4.1% 3.1%
Based on digital tablets users / n:31
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

11. Usage frequency – Focus Each day
Based on digital tablet users all day/ n:31
Based on smartphone users all day/n:202
Based on cell phone users all day/n:979
Language Gender Age Social Group
91% 91% 92% 92%
91%
88% 88%89%
84% 86%
78%80% 79%
74% 75%
73% 71% 73% 72%
65% 66%
64% 63%
61%
56%
52%
48%
FR NL Men Women 18-34 35-54 55+ SG 1-4 SG 5-8
Smartphone Digital tablet GSM
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

12. Brand penetration of smartphone
What brand of smartphone do you use most often? Based on Smartphones user / n:202
(Only one answer possible)
Nokia 21%
31%
Samsung 22%
27%
Iphone 19%
17%
HTC 20%
12%
Blackberry 8%
10%
Sony-Ericson 5% February 2011
2%
December 2010
LG 1%
1%
Other 5%
1%
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

13. Os fight is just starting over
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

14. Brand penetration of smartphone
Since when do you use a smartphone?
More than 2 years 21%
1 year-2 years 23%
6-12 months 17%
3-6 months 18%
<3 months 22%
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

15. Use of various services on smartphone
How often do you use the following different services on your smartphone?
Based on smartphone users / n:202
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

16. Use of various services on digital tablet
How often do you use the following different services on your digital tablet?
Based on digital tablet users / n:31
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

17. Time of use
Tablets are mostly used in the evening. Only 30% of tablet owners use them all day long.
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

18. Place of use
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

19. Time spent
On an average day, how much time do you spend on surfing or using apps ?
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

20. Favorite device
Which device would you prefer to use to visit the following types of sites ?
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be

21. MEDIA SESSION «Mobile Internet » &
« Influence of media on Search »
Any
questions
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11 www.grp.be