Social goes mobile

The next game-changing evolution

Matthew Froggatt
TNS Technology

© TNS 2010 All rights reserved

© TNS 2010 All rights reserved
 2009 was a difficult year, even for mobiles

48 Russia

32 France

37 Germany

Sweden
18
2008 2009 2010
% looking to purchase mobile in next six months
Source GTI 2008/9/10: A15: When looking to make a purchase

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…but the world does not stand still…

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 … and confidence has returned

69

48 Russia

32 France

37 38
Germany

Sweden
18
2008 2009 2010
% looking to purchase mobile in next six months
Source GTI 2008/9/10: A15: When looking to make a purchase

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 Service preferences are shifting to mobile

64
53
47

2008 2009 2010

% of messages sent by mobile device (Europe)

Source GTI: I6: Proportion of personal messages sent by different technologies

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 Mobile ecosystem still dominated by “fixed line” brands
Top regional content providers by usage

Europe
N America Google – 22%
Facebook– 29%
China
Baidu– 13%

Dev Asia
Yahoo! – 22%

M East
Google – 30%
India
Yahoo! – 4% Emerg Asia
Yahoo! – 9%

LatAm
Google – 15%

Africa
Google – 13%

Source GTI: E2: Use of content brands

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The success of social

A world of communities
 Social networking is a mainstream, mass-market behaviour

% Watched a video clip 60

Used Webmail 59
Used internet banking 51
Used Instant Messenger 50
Uploaded photos online 42
Manage your social network profile 40
Listened to LIVE radio online 32
Left a comment on a story on a website 27
Used online office applications 22
Made a phone call online / Used VOIP 22
Uploaded a video online 20
Written a news story / article 15
Edited/managed own website 15
Used a personalised music service 14
Listened / watched a podcast 14
Written your own blog 13
Used a micro-blogging service 8
Subscribed to an RSS feed 8
Used an aggregator 6

Activities conducted online in past month (Europe)

Source GWI: Q45: Behavior online

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 The UK is matching US uptake, but Germany is lagging

49 49
40 42 41 39
35
26

US Europe UK Spain Italy Netherlands France Germany

Managed social network profile in last month

Source GWI: Q45: Behavior online

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 Why? More contacts
%

39 low (<10)
45
58 60 55
65 62 63

32 med (10-50)
38
25 24 33
27 29 28
30
17 17 17 13 high (>50)
9 9 9

Social Email Microblog Personal Phone calls SMS Friend face Work
network blog to face contacts
face to face

Number of people you stay in touch with through following means

Source GWI: Q86: how many people do you stay in touch with via the following means

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 Why? More stuff
Emailed / sent messages to friends 65
%
Uploaded and share photos on your profile 53

Instant messaged with friends 48

Written a status update 43

Watched a video 43

Joined a group 41

Played a game 36

Searched for new contacts 36

Installed an application 24
Sent a digital present / gift 24

Uploaded and shared videos on your profile 18

Written a blog 17

Joined a group from a musician / artist 12

Online dating on your social network 12

Joined a group affiliated / connected with a brand 11 Social networking

Started a group 7 activities in past month

Source GWI: Q69 – which of the following activities have you conducted on your social network service in the past month

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Why? Choice of interaction level

Depth of interaction

Keeping in contact Sharing moments Sharing life

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Social goes mobile

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Social networking through mobile is making headlines

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Going mobile

Seamless transition
 Mobile social networking is booming

18

13

Europe - 2009 Europe - 2010 US - 2010

% of mobile users accessing social networks through mobile

Source GTI: A29: Types of social networking sites visited

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 Once adopted, social networking proves sticky

35
27
24 23
17 15 15

Social Mobile Download Navigation Download Download Download

networking banking TV/video music games Apps

% daily service users out of all service users

Source GTI: B1: Service usage

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Why? Four key developments
Improving user The growth of Unlimited data Industry-wide
interface “Now” plans marketing

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 The UK has high adoption…

23

18
16 16
13
12
10
8
6

US Europe Netherlands Germany France Sweden Spain Italy UK

% of all mobile users accessing social networks

Source GTI: B1: Service usage

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 … and high depth of use

50

39 41
38
35 33 35
28 30

US Europe Germany Italy Netherlands France Sweden Spain UK

% daily social networking users out of all social networking users

Source GTI: B1: Service usage

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 This is a youth movement!

22
13
5

16-30 yrs 31-45 yrs 46+ yrs

% of mobile users accessing social networks through mobile (Europe)

50
33
17

16-30 yrs 31-45 yrs 46+ yrs

% daily social networking users out of all social networking users (Europe)

Source GTI: B1: Service usage

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 … and supplements existing connectivity

Early morning

During dinner

In bed before
In bed during

Early evening
Late morning

During lunch

Late evening
%

Commuting

afternoon

afternoon
morning

sleep
Early

Late
Music 14 13 40 6 10 11 15 14 3 11 12

Internet 5 13 16 15 17 17 15 17 4 18 10

Games 2 4 24 6 13 10 11 15 3 12 10

SMS 5 15 20 20 20 22 25 30 3 19 8

Emails 4 12 13 17 13 17 13 15 4 13 5

IM 6 12 9 9 11 15 12 18 6 20 8

Social
networking 5 14 13 17 19 18 14 18 10 24 20

Light use Heavy use

Most popular usage occasions by activity
Source GTI: A30: Top three usage occasions for different mobile activities

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 The gateway to mass adoption of mobile services?
66
Download apps
8
63
Watching social video
4
52
Download location maps
5
49
Mobile banking
4
53
Download music
8
45
Navigation services
5
49
Download games
7
44 Mobile social
Blogging networkers
2
41 Others
Downloaded TV / video
3

% using services
Source GTI: A22: Feature usage & B1: Service usage.

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Social goes Mobile

Wrapping up
Takeout

• Mobile is the natural home of social networking

– Handset evolution and payment plans have facilitated adoption
– Adoption in Europe is fast and “sticky”, led by UK
• Social networking provides supplementary usage occasions
• Social network brands have a major opportunity in mobile
– As access points
– As aggregators of services
– As enablers of new behaviours

© TNS 2010 All rights reserved

Social goes mobile
The next game-changing evolution

Matthew Froggatt
TNS Technology

© TNS 2010 All rights reserved