The document provides a global snapshot of mobile consumer trends based on surveys conducted in 10 countries in 2012. It finds that:
1) Smartphone ownership has reached a majority in countries like the US and UK, but feature phones remain most common in India, Brazil, and Russia where infrastructure is still developing.
2) Younger consumers are more likely to adopt smartphones globally, and their interest is expected to drive further adoption.
3) Smartphone habits vary by country, with games and social media being most popular apps worldwide, though mobile shopping is still nascent in many markets.
This document summarizes an internship presentation about creating a digital experience for the clothing brand UNIQLO. It discusses developing a mobile app called #UNICALC that would use numbers in an entertaining way to engage customers between purchases and keep the brand top of mind. The presentation outlines UNIQLO's brand personality and principles, the concept and features of the #UNICALC app, a marketing strategy to promote it, and projections for app installs and social media engagement. The goal is to establish UNIQLO more strongly as a lifestyle brand through a playful, social mobile experience centered around the universal theme of numbers.
Uniqlo is the largest apparel brand in Japan owned by Fast Retailing. It became popular among every generation since introducing fleece jackets. Uniqlo offers high quality products at low prices, attractive campaigns, monopolized products, and well-educated employees. However, it lacks specialized products, an image of being "high end," and attractive TV ads. Long-term recommendations include introducing maternity, organic, and personalized ranges to appeal to more demographics and stay competitive against brands like H&M, Zara, and Gap. Emphasis should be placed on innovation, expanded product lines, improved advertising, and increasing the brand's visibility.
Nestle has had a presence in India since 1912 and responded to India's call for local production by establishing its first factory in 1961. It helped transform the local economy and established milk collection centers to ensure fair prices for farmers. Nestle uses a geocentric pricing policy and engages in promotions like sports sponsorships to promote brands like Milo. It distributes products nationally and internationally using various transportation methods and has a supply chain with raw material and finished goods departments. Nestle also has various joint ventures around the world, including expanding a previous joint venture with Coca-Cola and establishing Cereal Partners Worldwide with General Mills.
Samsung, Nokia, and Sony Ericsson are analyzed in the document. Samsung focuses on education, arts, volunteer services, and environmental initiatives through programs like Samsung Reclaim. Nokia supports positive youth development through Make a Connection and promotes the arts. It also focuses on recycling and creating more efficient products. Sony Ericsson focuses on substance control, ethics, energy/climate initiatives, and recycling through the MPPI with the UN. All three companies emphasize compliance with health and safety standards.
This document provides an analysis of the fashion brand Alice & Olivia. It summarizes their online presence, social media activity, website usability, and opportunities for growth. Key points include that A&O is active on social media and interacts with customers well. However, the brand could improve by promoting their digital offerings more, both online and in-store, and providing more exclusive offers and content for loyal followers.
Samsung is a South Korean electronics company headquartered in Seoul. It is a global leader in screen technology and produces TVs, batteries, home appliances, and chip designs. While Samsung traditionally followed a rigid corporate structure, it has recently announced plans to embrace a more startup-like culture to foster innovation. Its vision is to inspire the world through innovative technologies that improve people's lives. Samsung has set goals of $400 billion in annual sales and being the number one global company in its industries.
Samsung, Samsung history => Computer system & applicationsWaqas Ahmed
Samsung is one of the largest brands in the world headquartered in South Korea. It produces electronics like TVs, phones, appliances that are used worldwide. Samsung was founded in 1938 and initially traded goods, later diversifying into various industries. It is now a major manufacturer of components and technology products. Samsung has grown significantly through innovation, global expansion, and marketing strategies to become a leading technology company.
A Study on Brand positioning of Nestle Maggi and Nissin Top Ramen Aakash Kapadia
Nestle Maggi and Nissin Top Ramen are two prominent brands in the instant noodle market in India. Maggi was launched in the 1980s and faced initial difficulties gaining acceptance due to Indian tastes not being accustomed to noodles. It was repositioned towards kids through promotions and became very popular. Top Ramen was later launched by Nissin and gained success through promotions but could not sustain growth long term. Both brands have grown the instant noodle category in India through effective marketing and adapting to consumer preferences over time.
The document provides background information on the Axe/Lynx brand of male grooming products owned by Unilever. It discusses the history and launch of Axe in various markets, the product line which began as a deodorant body spray, marketing strategies used including targeting 18-25 year old males, and competitive landscape. The document also examines the product life cycle of Axe fragrances and extensions of the brand over time.
The document summarizes Gap Inc.'s current marketing strategy and identifies flaws. It is targeting younger consumers but survey data shows older customers prefer Gap. A new strategy of retention and stimulating demand is proposed. The target becomes 30-45 year olds like Shirley. Gap will emphasize basics and bring back celebrity endorsements. Internationally Gap will continue expanding, especially in China. The document identifies a need to close the "gap" between domestic and international sales.
This document analyzes trends in the OTT market. It finds that broadband-only homes are growing and adopting multiple OTT services like Netflix and Hulu. Original content and large libraries are driving growth in SVOD services, while free ad-supported content is fueling the AVOD market. Younger consumers are watching less traditional TV and more content via connected devices like Roku and Fire TV, which are mirroring linear TV viewing patterns. There is an opportunity for an AVOD service that provides premium TV content and a wide library for free.
Samsung is a South Korean conglomerate and the second largest smartphone company in the world. It has captured a 21.6% share of the global smartphone market as of 2018. Samsung has achieved competitive advantage through effective market leadership, new product development, and high-quality smartphones across a wide price range. It faces intense competition from rivals like Apple but has adopted strategies like launching new models at competitive prices and expanding product lines like the Note series.
The document provides information on Hindustan Unilever Limited (HUL) and its toothpaste brand Close Up. It discusses that HUL is one of the largest Fast Moving Consumer Goods (FMCG) companies in India with Close Up being a market leader in the gel toothpaste segment. The document also analyzes Close Up's marketing mix, segmentation, targeting, positioning and product life cycle. It further provides financial details of HUL such as revenues, profits, assets, expenses and organizational structure. Finally, it discusses the training needs and culture of HUL.
Trends + Trendsetters: The Best in Beauty Content Marketing NewsCred
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences.
In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each.
Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.
Apple was founded in 1976 and is headquartered in Cupertino, California. It has over 400 stores and 80,000 employees. Apple's vision is for people to be above systems and structures. Its mission is to bring the best computing experience to students, educators, and consumers through innovative hardware, software, and internet offerings. Key events in Apple's history include the launches of the Apple I and II computers in the 1970s, the Macintosh in 1984, Jobs' resignation in 1985, his return in 1997 and the launches of the iPod, iPhone, and iPad in the 2000s and 2010s. Apple has established a strong brand through innovative design, simplicity, and focusing on the user experience.
Steve Jobs and Steve Wozniak founded Apple Computer Inc. in 1976 to sell the Apple I personal computer kit. The company's name and first logo, featuring Isaac Newton under an apple tree, were designed by co-founders. In 1977, Rob Janoff designed the modern rainbow-colored Apple logo. Steve Jobs later simplified it to a solid color. Over time, Apple expanded its product line from personal computers to include the iPod, iPhone, iPad, and software like Mac OS X, iTunes, and iLife apps. Apple's vision is for people to use technology that enhances creativity and independent thinking.
CADBURY DAIRY MILK ADVERTISING CHANGE IN INDIASugandha Gupta
This presentation truly depicts the transformation in the advertising strategy of CADBURY DAIRY MILK from children to the adults to the teenagers... including the people in the rural areas and celebrating happiness with cadbury. It depicts the INDIANISATION of the advertising campaign of cadbury dairy milk in INDIA and changing the CADBURY DAIRY MILK from a chocolate to sweet which has become an indespensible part of our lives. :)
The document provides an overview of the smartphone industry. It discusses the history and evolution of smartphones from basic phones to advanced devices. Some key points:
- Smartphones now have more computing power, connectivity, and ability to install apps compared to basic phones. Major platforms include Android, iOS, Windows, Blackberry and others.
- The global smartphone market reached $150 billion in 2014, doubling from 2009. Android and iOS dominate global sales. Asia Pacific is a major market, led by China and India.
- The industry faces competition between OS platforms, hardware manufacturers, and content providers. Barriers to entry are high due to technology and manufacturing requirements.
BRAND EXTENSION OF SONY ERICSSON AND MOTOROLAArindam Hait
This document analyzes potential brand extensions for Sony Ericsson and Motorola mobile phone brands based on customer research. It finds that Sony Ericsson is viewed most positively for sound quality, so extending to sound systems could be successful. Motorola is seen as having strong battery life, so battery products like inverters could leverage its brand equity. The research surveyed customers on preferences for the mobile brands and opinions on potential new product categories for each to enter. It concludes category extensions may differ for the brands based on their varying brand images and customer perceptions.
This document provides an overview and analysis of Fitbit and their Fitbit Blaze product. It discusses Fitbit as a company, describing their mission and the wearable tech market. It then focuses on the Fitbit Blaze, its features, and competitors like the Apple Watch and Garmin watches. The document also analyzes Fitbit's marketing strategy, which includes a Super Bowl ad, event sponsorships, and digital campaigns to target active young professionals. Finally, it examines Fitbit's target market and consumer decision-making process regarding fitness trackers.
This document provides an overview of Vietnam's digital landscape in 2015 according to a report by Moore Corporation. Some key points:
- Vietnam had over 39 million internet users in 2014, a significant increase from previous years. Facebook and Zing were the most popular social media platforms.
- Younger generations aged 15-35 make up the majority of Vietnam's internet users. Mobile phones have become the most common device for going online.
- Activities like social media, online videos and games are most popular. E-commerce is growing significantly each year but still accounts for a small portion of overall commerce.
This is a short version of Social CRM 2010 that shows how the social customer dominates the business ecosystem. It provides multiple examples of what companies are doing about it. AND it has a soundtrack , creative commons licensed music from Maria Daines called Rollin'
Peraturan Presiden ini menetapkan besaran tunjangan jabatan fungsional untuk pustakawan di lingkungan pemerintah berdasarkan jenjang jabatan. Tunjangan mulai dari Rp350.000 untuk Pustakawan Pelaksana Lanjutan hingga Rp1.300.000 untuk Pustakawan Utama.
Did you know that the cool #gadgets which we see in movies like #jamesbond and #Batman are no longer fiction. Take a look at these gadgets which are already in use and you thought they were impossible to exist....
This document discusses Nielsen Consulting's research-led strategy development services. It notes that clients seek a "translation layer" to help apply insights from vast research data to business problems. Nielsen Consulting serves this role by collaborating with clients to identify key issues, provide customized solutions using multiple data sets, and help form responsive strategies. This consultative approach helps mitigate risks of misinterpreting data and reduces the chance strategies will be misguided.
This document summarizes a strategy for implementing a CRM (customer relationship management) system at a public research centre. It begins by defining CRM and identifying key success factors, including overcoming resistance to change, aligning the CRM strategy with the organization, adopting a customer-centric approach, and ensuring technological maturity. It then outlines the CRM implementation strategy for the research centre, focusing on why CRM is being adopted and how the implementation will address the critical success factors.
A CRM strategy must look holistically at all the business processes and systems that deal with customers, including marketing, sales, ordering, customer care, technical support, customer analytics, and so on. And when implemented, it should span all interaction channels, including call centers, retail, web, mobile, etc. It should be optimized so that it’s integrated into all of these consumer touch points.
As in any initial strategy, it’s critical you do the research to make sure you are very clear about what your key objects are going to be, both short and long term. Once you have your strategy set, then you can start to think about what software would be necessary, and from there planning and implementation.
Above all, remember that the customer should be at the heart of your strategy, not your product or service. This can mean a complete change in thinking some cases, but it’s an important shift that your entire team can get behind from the start.
- See more at: http://nicholascifuentes.com/how-to-build-a-crm-strategy-in-2014#sthash.9pUXZlVg.dpuf
JAKPAT conducted a survey to 429 respondents from users of JAKPAT Mobile Apps randomly, from 17 to 45 age ranges, and all provinces in Indonesia.
The purpose of this survey are to know people's reasons for streaming and the difference between people's streaming habit and watching tv. Even if this survey does not represent the whole population, but by figuring this survey result hopefully people can figure out people's habits, attention and intention for streaming.
1. The document provides an overview of Vietnam, its consumers, branding, and advertising industry.
2. Key data shows Vietnam's GDP growth has slowed in recent years, but inflation remains moderate and exports are growing. The number of employed persons has increased slightly while unemployment has decreased.
3. Consumer spending trends include increasing focus on health, convenience and quality, as well as a shift from wet markets to supermarkets. However, consumers are becoming more cost-conscious and cutting spending in some areas.
4. Local brands are chosen for affordable prices and quality, while international brands are seen as premium but expensive. Food safety, environmental impact and expert endorsements influence consumer brand loyalty.
Mastering app store install conversions can significantly reduce the cost of user acquisition and drive higher quality installs to your app. After a year of testing with leading developers worldwide such as Kabam, Zynga & Google, StoreMaven analyzed all that data and put together a deck with 10 killer tips for app store marketing.
Packaged food in Vietnam continued to develop in 2010 due to a continuous economic recovery, the signs of which included higher Gross Domestic Product (GDP) growth. Consumers’ spending confidence returned, which, combined with growing personal incomes and rapid urbanization, drove up the sales value of necessities such as sauces, noodles and condiments as well as indulgence and premium segments such as confectionery, ice cream, and sweet savoury snacks. In addition, the increasing prevalence of modern lifestyles and Western-influenced culture created huge potential for non-traditional food such as cheese, pasta and ready meals.
The document analyzes internet usage behavior in Vietnam based on data from various sources. It finds that there are over 32 million internet users in Vietnam, most commonly ages 15-24, who spend on average 16 hours per week online. Popular online activities include using social networks, searching, listening to music, and chatting. Social networks are the most popular online platform, with Zing being the largest network in Vietnam. Mobile internet access is also rising, especially among younger users, who use mobile for news, search, messaging and social media. E-commerce is growing as well, though many users remain wary of security when shopping online. Internet usage varies regionally, with higher penetration in metropolitan and tier 1 cities compared to tier 2 cities
Masan Consumer and Hong Kong Venture proposalMy Pham
This report analyzes Masan Consumer's proposal to invest in the Hong Kong market by introducing its Chin-Su Nam Ngu clean fish sauce brand. Masan Consumer is a leading Vietnamese food and beverage company with strong financial performance and domestic market share. The report finds that Hong Kong provides an attractive investment environment and that fish sauce presents opportunities as a niche market. However, competition from soy sauce brands also poses threats. The report recommends that Masan Consumer collaborate with a reputable local partner like Lee Kum Kee to leverage its expertise and address local preferences. An initial investment of USD250,000 is proposed, with financial projections showing potential for profitability within three years of market entry.
Did you find the soy sauce kept at your home spoiled? You made sure that it is kept in the desired storage conditions but still found the soy sauce without it's characteristic flavor. Have a look at this presentation to know the reason behind the spoilage of Soy Sauce & the various microbiological aspects responsible for the spoilage.
- 85% of the population in Vietnam's four largest cities purchase goods under promotion each year, with gifted purchases being the most popular promotion type at 58% of promotion value.
- Modern trade channels offer more promotions than traditional grocers and attract 34% of consumers who dedicate about 10% of their shopping basket to promoted items.
- Promotions are most common during the lead-up to Tet, with spending under promotion increasing 50% during the Tet period and 30% in the preceding four weeks compared to normal months. However, promotions have limited impact on brand trial and show no significant positive effect on brand share after the promotion period ends.
Vietnam Foodstuff Distribution Industry (By End-User, By Format, By Segment):...AzothAnalytics
(By Distribution Format– Supermarket, Hypermarket, Convenience Stores and Traditional Market; By End User- Full Service, Café and Bars and Fast Food Chain; By Catering-Schools, Hospitals and Industries; Entry Routes in Vietnam Food Distribution Market; Key Players – Strategy, Financial Performance)
McDonald’s is a large corporation in the fast food industry.
They have been around since 1955 when Ray Kroc started the chain of McDonalds. They have been growing ever since.
The majority of the restaurants are owned through franchises.
Criticism against McDonald’s- Allegations of unethical practices
Criticized for serving fatty foods
Exploiting children with their advertisements
Cruelty to animals
Antipathetic to unions
Low wages to workers
Mobile device ownership has reached critical mass globally, though there are differences in device types between countries. Smartphones are most popular in places like South Korea, the UK, and US, while feature phones still dominate in India, Brazil, and Russia. Younger consumers are more likely to own smartphones worldwide. The cost of mobile plans, especially data plans, varies significantly between countries, with plans in places like India and Russia being more expensive relative to average incomes. Many consumers in high-growth markets rely on pay-as-you-go data or public WiFi instead of full service plans.
This document provides a summary of mobile device usage around the world based on Nielsen's 2013 Mobile Consumer Report. Some key findings include:
- Smartphone ownership varies significantly by country, with over 65% of users in Australia, China, and South Korea owning smartphones, compared to only 10% in India.
- Younger users are more likely to own smartphones globally, while older users prefer feature phones. However, smartphone adoption is expected to increase as younger users age.
- Most countries have gender differences in device ownership, typically with males more likely to own smartphones and females more likely to own feature phones.
- Data plan ownership and costs vary widely between countries, with users in places like India and Russia more likely to
This document provides a summary of mobile device usage around the world based on data from 10 countries. It finds that:
1) Smartphone ownership varies widely, with over 65% of users in South Korea and China owning smartphones, compared to only 10% in India where feature phones dominate.
2) Younger users are more likely to own smartphones globally, while older users prefer feature phones.
3) The cost of mobile plans, especially data plans, varies significantly between countries and impacts smartphone adoption. Countries like India and Russia have higher smartphone bills and more limited networks.
This document provides a summary of mobile device usage around the world based on data from 10 countries. It finds that:
1) Smartphone ownership varies widely, with over 65% of users in South Korea and China owning smartphones, compared to only 10% in India where feature phones dominate.
2) Younger users are more likely to own smartphones globally, while older users prefer feature phones.
3) The cost of mobile plans, especially data plans, varies significantly between countries and impacts smartphone adoption. Countries like India and Russia have higher smartphone bills and more limited networks.
The document provides a global snapshot of mobile consumers and device usage. It finds that while smartphone ownership is rising globally, feature phones remain dominant in some markets like India where infrastructure is still developing. Younger consumers are more likely to own smartphones worldwide. Usage varies between countries, with games and social media being popular on smartphones globally, while mobile shopping is still emerging. Mobile video habits also differ between countries. The report is based on Nielsen surveys from 2012 in 10 countries.
Nielsen Research: Mobile consumer report 2013Thierry Pires
This document analyzes mobile device usage and consumer behavior across 10 countries. It finds that while smartphone ownership is rising globally, feature phones remain dominant in India, Brazil, and Russia due to lack of infrastructure outside major cities. Younger consumers are more likely to own smartphones. Data plan costs vary significantly by country, with consumers in places like India relying more on pay-as-you-go options due to higher smartphone bills and less widespread 3G/4G networks. Games and social media are the most popular mobile activities worldwide, though mobile shopping is still nascent in many markets. Mobile video habits also differ, with some Asian countries watching more on mobile while it has little impact on TV viewing elsewhere.
Mobile device ownership has reached high levels globally, though smartphone adoption varies significantly between countries. While smartphones are the majority in places like the US and UK, feature phones remain dominant in India, Brazil, and Russia due to less developed network infrastructure outside major cities. Younger consumers are more likely to own smartphones almost everywhere, suggesting smartphone ownership will likely continue increasing as these users age.
GMEI 2017: Global Mobile Engagement IndexFilipp Paster
The document summarizes key findings from the GSMA Intelligence 2017 Global Mobile Engagement Index (GMEI). The GMEI measures consumer engagement with mobile services across 56 countries based on usage and frequency of 29 mobile use cases. South Korea ranks first in mobile engagement. Understanding differences in engagement levels and how consumer behavior will evolve over time is important for anticipating industry growth. Regional trends show engagement increasing the most in South Asia as consumers shift from basic voice/text use to utilizing mobile internet services.
The document provides insights from a global study on mobile consumer trends. It finds that while mobile phone usage has evolved beyond calls and texts, levels of smartphone adoption and mobile integration into daily life varies significantly between mature, developing, and emerging markets. Emerging markets show the strongest reliance on mobile for personal productivity and lifestyle management. The rise of mobile transactions is also explored, finding consumers are most likely to make entertainment, bill payments and music purchases via mobile. However, ease of use remains paramount for encouraging complex mobile activities like retail purchases or mobile wallet usage.
Enabling best practice Web experiences for today's increasingly Mobile world: This white paper explores why a Web Content Management solution that’s not optimized for ‘customers in motion,’ could be the deal breaker for customer engagement. Find out how innovative approaches to WCM can keep your company aligned with customer expectations in a mobile world.
1) The document analyzes smartphone usage data collected by Mobidia to provide new insights into how users access data across cellular and Wi-Fi networks. It finds that Wi-Fi accounts for over 70% of global smartphone data usage and in some countries Wi-Fi traffic is over 4 times that of cellular.
2) Usage varies significantly by country and operator depending on factors like Wi-Fi availability and data pricing plans. Operators need a holistic view of usage to develop new pricing strategies to monetize overall demand.
3) Users make deliberate choices about which applications to use over cellular vs. Wi-Fi based on bandwidth needs and cost. This could inform more targeted roaming and data plans from
Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan AnhTuấn Anh Phan
In order to understand mobile user behavior & insight in Asean & Emerging Market in 2016.
Why mobile?
In fact, users think mobile is just mobile, their smartphone
08 critical points for each Marketer in order to develop mobile marketing strategy
The combination of: Mobile Connects Everything + Consumer Decision Journey + Gamification = Mobile Advocacy Journey
For mobile, it's all about interactive + relative
This document discusses the growth of the cell phone industry in India. It provides background on the development of cell phone technology over time. The statement of the problem outlines how India has become one of the fastest growing cell phone markets in the world, with over 800 million subscribers. The objective is to understand customer brand preferences and factors influencing their purchase of branded mobile handsets. The study uses a sample size of 115 people to examine branding preferences among cell phone users in India.
The report profiles mobile internet users in India based on a survey of 2,000 users. It finds that over half of mobile internet users are aged 18-24, and 9 in 10 are male. Nearly half have a university education and 2/3rds have full-time jobs. Users frequently download games, videos and music on their mobile devices. The report also finds that mobile internet users have high rates of product ownership and engaging in leisure activities, indicating higher disposable incomes.
This document provides a summary of mobile device usage around the world based on surveys conducted in 10 countries. Some key findings include:
- Smartphones are most popular in developed countries, while feature phones still dominate in places with less developed networks. Younger users are more likely to use smartphones globally.
- Games and social media are the most popular smartphone activities worldwide. Mobile video habits vary significantly between countries.
- Mobile shopping is still emerging, with only the US having over half of smartphone users using shopping apps monthly. However, many users research products on their phones.
- Mobile ads are seen daily by most smartphone owners, except in India where they are less frequent. Engagement varies between developed and developing markets.
This document provides an overview and analysis of the mobile and connected device landscape in early 2013, with a focus on the US market. Some of the key points made in the summary include:
- Smartphones surpassed 125 million users in the US while tablets reached over 50 million users, ushering in a new era of "multi-platform media consumption".
- Smartphones have achieved over 50% penetration in the US and are entering the "late majority" phase of adoption.
- Android and iOS dominate the US smartphone market with nearly 90% combined share.
- Samsung has seen explosive smartphone OEM growth while narrowing Apple's lead.
- App usage dominates mobile engagement, led by Facebook and Google
This document summarizes key trends in the mobile landscape in 2012. Smartphone adoption surged to over 120 million owners in the US, while tablets reached nearly 50 million owners. This rapid adoption of smartphones and tablets has ushered in a new era where 1 in 3 online minutes are now spent on mobile devices beyond PCs. Major media brands have been able to extend their reach by an average of 29% through mobile channels. Usage patterns also differ across platforms, with smartphones seeing peaks during commuting hours and tablets during evenings. The number of 4G users in the US exploded in 2012, growing 273% as networks and devices improved their capabilities.
Mobile future-in-focus-report-2013 copyjustincorbett
The document discusses the rapidly changing mobile landscape in the United States. Smartphone adoption surged nearly 30% to over 120 million owners in 2012, while tablets reached nearly 50 million owners. This widespread adoption of smartphones and tablets has ushered in a "Brave New Digital World" where 1 in 3 minutes of digital media consumption now occurs on mobile devices beyond personal computers. This multi-platform consumption is fragmenting audiences and disrupting traditional business models.
Mobile for Development is a growing sector, with well over 1,000 live services now tracked by the GSMA across the developing world in verticals such as money, health, education and entrepreneurship. The problem is that while the sector has enjoyed continued growth in a number of services over the last 5-7 years, scale and sustainability have generally not been achieved. This work is designed to inform and add insight to help address challenges to mobile-enabled services that can help to facilitate service delivery in developing countries.
This research has been developed by Mobile for Development Intelligence with support from the Rockefeller Foundation. This being the interim report, we overview and provide analysis on the barriers to scalability, while at the final report stage we will provide further analysis and communicate recommendations to stakeholders on how these can be overcome.
Please visit https://mobiledevelopmentintelligence.com for more information.
Reach Your Target Audiences, Strategies and Technologies in Mobile AdvertisingVivastream
The document discusses mobile marketing trends based on research from AT&T AdWorks. Some of the key findings include:
- Nearly half of mobile phone users now own a smartphone, and smartphone ownership is projected to continue rising significantly. Tablet ownership is also growing rapidly.
- Multi-screen usage is common, with many consumers using additional devices like smartphones and tablets while watching TV.
- Mobile devices are frequently used in-store by consumers to research products, check prices, read reviews and use coupons.
- QR codes have seen limited adoption by consumers and marketers feel it was overused, while NFC shows more promise if barriers to usage can be lowered.
- Banner ads
Similar to Nielsen Research: Mobile consumer report 2013 (20)
Презентация исследовательской компании Salt (www.salt-research.com)
Содержание:
- Образование и карьера
- Семейные ценности
- Развлечения и поведение в digital
- Потребительское поведение
22 октября
Докладчик: Екатерина Курносова
Содержание:
- Аудитория российского интернета
- Потенциал роста интернета
- Проникновение, динамика, интенсивность использования устройств
- Онлайн-активность по устройствам
- Топ сайты (desktop и mobile трафик)
- Браузер vs. приложения
- Мобильная реклама
Справедливая доля digital в медиа-миксе. Основные работающие инструменты в di...Mitya Voskresensky
Презентация AdWatch Isobar
Выступление Марии Дмитриевой на круглом столе, организованном Российской Ассоциацией Фармацевтического Маркетинга, компанией Аарон Ллойд Медиа и коммуникационной группой Dentsu Aegis Network Russia
The document discusses integrating marketing channels to optimize customer journeys and maximize returns. It describes analyzing customer data to understand audiences at different stages, from contemplation to purchase. Channels are mapped to customer journey landmarks and investment is tiered based on potential. Attribution tools provide insights by matching responses to all media. The results were a 50% reduction in TV repertoire, reduced press titles, and more targeted inserts, door drops, search and digital, improving results attribution.
Millennials are leading the way in redefining masculinity and making gender more fluid. They are less confined by traditional gender roles and more open to behaviors, styles and activities that were previously associated with a particular gender. For example, many Millennial men find grooming products and styles traditionally associated with women to be acceptable for men. They also support greater freedom of expression for children and seek a more nuanced understanding of gender identity beyond male and female. These shifts are opening up new possibilities for how men express themselves.
Millward Brown: The role of value in mobile advertisingMitya Voskresensky
1. Reward-based mobile advertising that provides tangible value to consumers can increase brand engagement and loyalty by activating the rule of reciprocity.
2. For reward-based mobile ads to be effective, the advertising execution must be timely, provide options to the consumer, and be relevant, while the rewards must be predictable, tangible and chosen by the consumer.
3. Tests of reward-based mobile advertising campaigns found significant increases in brand awareness, ad awareness, message association, brand favorability, and purchase intent compared to control groups and mobile advertising norms.
Pixel Perfect Precision (how to do your design clean and neat)Mitya Voskresensky
This document provides guidance on achieving pixel perfection in design work. It discusses the importance of getting pixel alignment, sizing, and color correct to avoid annoyances for users. The handbook was originally focused on color profiles, but now covers many techniques including using shape layers, proper text formatting, and consistent alignment and spacing. It aims to help designers at all levels improve their precision.
The document provides an overview of how to write a screenplay, beginning with developing an idea, character, and storyline. It emphasizes establishing a high concept idea with an engaging logline. The hero should have clear wants and needs that relate to an internal flaw, while an adversary embodies and challenges that flaw. An effective structure follows a three-act structure with signposts like introducing the spark that flips the hero's world. The document concludes with tips on developing an outline before writing and books to consult for learning screenwriting fundamentals.
Mobile search is driven by convenience, with 77% of searches occurring at home or work where a PC is available. Searches are strongly tied to specific contexts, with shopping queries being twice as likely to occur in stores. Three out of four mobile searches trigger follow-up actions like further research, store visits, or purchases, and 55% of conversions happen within an hour of the initial search.
This document examines the effectiveness of celebrity endorsements in advertising. It analyzes data from over 2,600 ads to determine if celebrity ads perform better than non-celebrity ads. The analysis finds that contrary to popular belief, celebrity ads do not generally perform better and often perform worse than non-celebrity ads. While clever uses of celebrities can be effective, the creative content of the ad is more important for driving positive responses from viewers than the celebrity endorsement alone. Employing celebrities also carries business risks if they become associated with scandals. The evidence suggests celebrities are not a simple or guaranteed way to improve ad effectiveness.
Paid social media advertising is growing, with 64% of advertisers increasing their budgets in 2013. However, the increases are modest, usually between 1-10%. Advertisers are funding these increases by shifting budget from other online and offline channels to paid social media advertising. Paid social media advertising is seen as an integrated tactic and is usually run alongside other online display, video, and mobile advertising as well as offline print and TV. The primary goal is branding, such as raising awareness. However, measuring ROI remains a challenge as advertisers prefer metrics that span both online and offline but most media sellers only provide online-specific metrics like likes and clicks.
3. M obile
The Next Media Powerhouse
When the first call was placed on a handheld mobile phone in 1973, the
prototype device used was capable of less than 30 minutes of battery life
and took 10 hours to re-charge. Fast-forward some 40 years later and
mobile device ownership has reached critical mass around the world.
Today, these devices serve as the primary communications and media
vehicles for many and play an increasingly important role in the daily
lives of consumers in both developed and high-growth economies.
To better understand today’s mobile world, we’ve selected data from the
following countries – Australia, Brazil, China, India, Italy, South Korea,
Russia, Turkey, the United Kingdom, and the United States – for an in-
depth look at mobile consumers and how they use their devices around
the globe.
The Mobile Consumer: A Global Snapshot 3
5. Mobile Video
A clear global preference for how to view mobile video content has yet
to emerge. Mobile web and apps are the most likely choices for most
smartphone users, with downloading video clips seeming to be a less
popular method for most.
While generally not considered a replacement for traditional TV viewing,
mobile video is providing consumers with more opportunities to
engage with content at any time, anywhere. The majority of smartphone
consumers said they don’t feel as though mobile video viewing has any
impact on their normal TV habits. The greatest impact of mobile viewing
appears to be in high-growth economies. For example, roughly one-third
of Chinese smartphone users surveyed online said they have increased
their traditional TV viewing habits, while 28 percent of Indian users
believe they watch less traditional TV because of mobile viewing.
Mobile Advertising
With the dramatic growth in mobile usage around the world, content
providers and other publishers are increasingly seeking out new ways to
create value for their content, and brands and advertisers are looking for
more opportunities to get their messages in front of the right audience.
In all countries except India, smartphone owners are most likely to
receive mobile ads about once a day. Indian smartphone owners receive
mobile ads less frequently, with 70 percent seeing them about once a
week or less. In general, smartphone owners in developed markets are
the least likely to engage with mobile ads, while smartphone owners in
high-growth economies are more likely to engage.
About this Report
Nielsen’s 2013 Mobile Consumer Report pulls together findings from
surveys, custom and syndicated research conducted around the world
in 2012. Data collection methodologies and geographic representations
vary by country. Countries where data collection was conducted in
person or on the phone include India and Turkey. For Brazil, data
collection was conducted online, except for mobile and smartphone
penetration figures which were collected by phone.
The following pages contain a snapshot of the differences and
similarities among mobile consumers around the world and offer a
glimpse of the early demographic and behavior trends associated
with new mobile devices in emerging markets. Representing just
some of Nielsen’s mobile capabilities, these insights provide a better
understanding of both the challenges and opportunities that exist as the
mobile landscape continues to evolve.
The Mobile Consumer: A Global Snapshot 5
7. How many of us use a mobile phone?
Among Consumers Ages 16+
86% - AUS
TRA
LIA
84% - BR
AZIL
89% - CH
INA
81% - IND
IA
97% - ITA
LY
98% - R
USS
99% - SO IA
UT
97% - H
UN K
ITE OR
94% - D
UN K
EA GDO
ITE
IN TATE
D
S
M
S
AUSTRALIA
AUSTRALIA
BRAZIL
BRAZIL
CHINA
CHINA
INDIA
INDIA
ITALY
RUSSIA
ITALY
SOUTH RUSSIA
KOREA
SOUTHTURKEY
KOREA
TURKEY
UNITED KINGDOM
UNITED KINGDOM
UNITED STATES
UNITED STATES
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
Note: Total mobile penetration not available for Turkey.
The Mobile Consumer: A Global Snapshot 7
9. What t ypes of devices do we use?
SMARTPHONE
65% MULTIMEDIA PH
53%
61% 9% 4%
36%
9%
FEATURE PHONE
19% 66% 20%
LTIMEDIA PHONE
38% 31%
9% 4% 10% 10%
44%
21% 30% 11% 11%
67%
37%
62% 61% 25%
9%
9% FEATURE PHON
23%
MULTIMEDIA PHONE
11% 11% 38%80% 31%
27%
9% 4% 51%
21% 30%
9%
20% 9% 61% AUSTRALIA
BRAZIL
CHINA
10% 9% INDIA
23% ITALY
11% 11% RUSSIA
SOUTH KOREA 27%
51%
TURKEY
UNITED KINGDOM
UNITED STATES
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
Reported percentages for U.S. are based on Q2 2012 data.
The Mobile Consumer: A Global Snapshot 9
13. HOW MANY MOBILE DEVICES DO WE OWN?
OWN MULTIPLE MOBILE PHONES OWN ONE MOBILE PHONE
20% 48% 36% 11%
AUSTRALIA BRAZIL CHINA INDIA
35% 51% 16% 7%
ITALY RUSSIA SOUTH KOREA TURKEY
16% 17%
UNITED KINGDOM UNITED STATES
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
The Mobile Consumer: A Global Snapshot 13
15. PHONE USERS PHONE USERS
CHINA INDIA
HAVE A DATA PLAN? 1
AVG MONTHLY BILL HAVE A DATA PLAN? 1 AVG MONTHLY BILL
¥ 100 499
SMART PHONE SMART PHONE
How much does mobile service cost?
USERS USERS
57%
77% ¥ 100 300
ALL MOBILE ALL MOBILE
PHONE USERS PHONE USERS
ITALY RUSSIA
HAVE A DATA PLAN? 1
AVG MONTHLY BILL HAVE A DATA PLAN? 1 AVG MONTHLY BILL
€ 22 РУБ 500
SMART PHONE SMART PHONE
57%
USERS
43% USERS
€ 20 РУБ 400
ALL MOBILE ALL MOBILE
PHONE USERS PHONE USERS
SOUTH KOREA TURKEY
HAVE A DATA PLAN? 1 AVG MONTHLY BILL HAVE A DATA PLAN? 1 AVG MONTHLY BILL
55000 30
SMART PHONE SMART PHONE
USERS USERS
89% 49%
50000 N/A
ALL MOBILE ALL MOBILE
PHONE USERS PHONE USERS
UNITED KINGDOM UNITED STATES
HAVE A DATA PLAN? 1
AVG MONTHLY BILL HAVE A DATA PLAN? 1 AVG MONTHLY BILL
£ 25 $ 93
SMART PHONE SMART PHONE
USERS USERS
85% £ 20 96% $ 66
ALL MOBILE ALL MOBILE
PHONE USERS PHONE USERS
Do We Pre-Pay or Sign a Contract?
The majority of mobile subscribers in India seemingly prefer pre-paid service to a fixed contract.
In all countries, except Russia and South Korea, mobile subscribers tend to use a pre-paid
service on non-smartphone devices.
1 Data plan percentages for all countries are based on smartphone users only.
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
The Mobile Consumer: A Global Snapshot 15
17. TOP SELECTION CRITERIA FOR BUYING MOBILE DEVICES
AUSTRALIA CHINA ITALY SOUTH KOREA UNITED KINGDOM
BRAZIL INDIA RUSSIA TURKEY UNITED STATES
14%
22%
17%
17%
14%
Stylish design 23%
15%
19%
16%
7%
11%
24%
21%
9%
23%
Good operating system 15%
13%
16%
15%
8%
20%
16%
25%
13%
28%
Good value for money 22%
20%
21%
28%
30%
25%
16%
13%
31%
14%
Easy to use 12%
22%
25%
19%
10%
15%
15%
21%
8%
17%
Wide choice of applications 15%
15%
7%
16%
2%
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
The Mobile Consumer: A Global Snapshot 17
19. What do we
do with OUR
smartphones?
Even with operating systems that offer consumers high-speed
connections, built-in multimedia features and access to a multitude of
apps, text messaging is still one of the most popular mobile activities
among smartphone owners in all countries. South Korean smartphone
owners are generally the most active when using their smartphone for
multimedia or commerce activities such as web browsing and online
banking, and Brazilians are the heaviest users of social media on their
smartphones.
Among all U.S. mobile
post-paid/contract users
164.5
Average number of calls sent/received per month
644.1
Average voice minutes used per month
764.2
Average number of text messages
sent/received per month
Source: Nielsen Customer Value Metrics, 2012
The Mobile Consumer: A Global Snapshot 19
21. How do smartphones impact shopping?
Across the board, top smartphone shopping activities include browsing products, price comparison
and reading product reviews.
Smartphone owners in the U.S. are the most likely to use their device for in-store price comparison,
online coupons and purchasing products.
MOBILE BANKING LOCATION-BASED
SERVICES/GPS
38% 40% 48% 39%
56%
28% 28% 34%
4% 42% 10% 52%
7% 8%
51% 59%
22%
33% 42%
46%
BARCODE OR QR SCANNING NFC/MOBILE WALLET
24% 14%
3% 4%
18% 22% 11%
4%
2% 30% 1% 20%
N/A 15% N/A
38% 3%
12% 14% 11%
1 Activities performed among smartphone users within the past 30 Days
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
The Mobile Consumer: A Global Snapshot 21
25. How do we watch mobile video?
OTHER
MOBILE WEB APPLICATIONS DOWNLOAD CLIPS OTHER
AUSTRALIA 60% 46% 37% 7%
BRAZIL 64% 49% 38% 3%
22
74% 22
55% 22
39% 22
2%
CHINA MINUTES
39 SECONDS
MINUTES
39 SECONDS
MINUTES
39 SECONDS
MINUTES
39 SECONDS
per visitor per visitor per visitor per visitor
INDIA 60% 33% 57% 2%
ITALY 68% 50% 30% 3%
SOUTH KOREA 22
46%
MINUTES
22
52%
MINUTES
22
19%
MINUTES
22
5%
MINUTES
39 SECONDS 39 SECONDS 39 SECONDS 39 SECONDS
per visitor per visitor per visitor per visitor
RUSSIA 22
60%
MINUTES
22
35%
MINUTES
22
35%
MINUTES
22
9%
MINUTES
39 SECONDS 39 SECONDS 39 SECONDS 39 SECONDS
per visitor per visitor per visitor per visitor
UNITED KINGDOM 55% 59% 23% 5%
UNITED STATES 72% 72% 42% 1%
Source: Nielsen Smartphone Insights, first half of 2012; Nielsen Mobile Video Report
The Mobile Consumer: A Global Snapshot 25
27. FREQUENCY OF ACCESING MOBILE VIDEO
among all mobile users who have watched video on their phone in the past 30 days
>3 TIMES/DAY 2-3 TIMES/DAY ONCE/DAY SEVERAL TIMES/WEEK ONCE/WEEK < ONCE/WEEK
7% 7%
15% 17%
8% 6%
22%
33%
18%
AUSTRALIA 18%
BRAZIL CHINA 20%
18%
34%
12%
14%
20% 17%
16%
2% 1% 8% 4%
11% 18% 7%
7%
34% 34%
15%
12%
INDIA ITALY SOUTH
14% KOREA
33%
11% 28%
18% 42%
6% 5% 2% 2%
7%
6% 9% 16%
11% 33%
16%
42%
UNITED UNITED
RUSSIA KINGDOM STATES 31%
22%
16% 21% 42%
13%
Source: Nielsen Smartphone Insights, first half of 2012; and Nielsen Mobile Video Report
The Mobile Consumer: A Global Snapshot 27
29. Impact of Mobile Video on Television Viewing
TRADITIONAL TV VIEWING INCREASED TRADITIONAL TV VIEWING STAYED THE SAME TRADITIONAL TV VIEWING DECREASED
13% 15%
22% 23% 7%
26%
32%
AUSTRALIA BRAZIL CHINA
72% 52% 46%
16% 16% 15%
25% 21%
28%
INDIA ITALY SOUTH
KOREA
47% 68% 65%
7% 5% 9% 8%
11%
19%
UNITED UNITED
RUSSIA KINGDOM STATES
82% 76% 83%
Source: Nielsen Smartphone Insights, first half of 2012; and Nielsen Mobile Video Report, US data source is the Connected Device Report, 2012.
The Mobile Consumer: A Global Snapshot 29
33. How often do we receive mobile ads on our phones?
AMONG smartphone owners who have received ads
AT LEAST ONCE A DAY WEEKLY MONTHLY LESS THAN ONCE PER MONTH
AUSTRALIA
57% 25% 8% 9%
BRAZIL
62% 26% 5% 7%
CHINA
65% 26% 5% 4%
INDIA
30% 39% 15% 16%
ITALY
53% 25% 8% 13%
SOUTH KOREA
78% 16% 4% 1%
RUSSIA
55% 27% 10% 8%
TURKEY
74% 16% 6% 4%
UNITED KINGDOM
58% 29% 8% 4%
UNITED STATES
57% 24% 10% 8%
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
The Mobile Consumer: A Global Snapshot 33
35. FEELINGS ABOUT MOBILE ADVERTISING
AUSTRALIA CHINA ITALY SOUTH KOREA UNITED KINGDOM
BRAZIL INDIA RUSSIA TURKEY UNITED STATES
17%
38%
43%
I am more likely to click on 54%
29%
ads that are simple text ads 25%
18%
35%
18%
20%
15%
41%
38%
I am more likely to click 52%
24%
on ads that incorporate 27%
multimedia elements 24%
33%
15%
21%
13%
I am OK with providing personal 31%
31%
52%
information in order to receive 24%
custom advertisement which 23%
23%
match my interests 28%
14%
N/A
38%
50%
47%
I am OK with advertising if it means 54%
39%
that I can access content for free 50%
35%
34%
39%
50%
24%
44%
39%
I am OK with ads which contain 53%
geographically relevant information 35%
39%
based on where I am at a given time 26%
37%
26%
N/A
33%
54%
I am more likely to click on an ad 45%
54%
that does not take me outside of the 31%
34%
application to another website 18%
36%
30%
36%
Sources: Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
The Mobile Consumer: A Global Snapshot 35
37. Italy
Online interviews conducted nationally. Respondents were between the
ages of 16 and 64. The incidence module interviewed a total of 1,062
random contacts. Detailed interviews were completed with 1,632 mobile
users, 1,026 of which were smartphone users and 606 of which were
non-smartphone users. Interviews were conducted during March 2012.
South Korea
Online interviews conducted nationally. Respondents were between the
ages of 16 and 64. The incidence module interviewed a total of 1,041
random contacts. Detailed interviews were completed with 1,765 mobile
users, 1,145 of which were smartphone users and 620 of which were non-
smartphone users. Interviews were conducted during February 2012.
Russia
Online interviews conducted in 12 major metros. Respondents were
between the ages of 16 and 64. The incidence module interviewed a
total of 1,039 mobile users to determine the type of primary handset
used. Detailed interviews were completed with 1,645 mobile users, 912
of which were smartphone users and 733 of which were non-smartphone
users. Interviews were conducted during March-April 2012. Due to the
online-only methodology in Russia, which excludes a large portion of
Russia’s rural population, smartphone penetration may skew high.
Turkey
Face-to-face interviews conducted in large and medium metros.
Respondents were between the ages of 16 and 64. The incidence
module interviewed a total of 4,042 random contacts. Detailed
interviews were completed with smartphone users only. The sample
achieved was 776 Smartphone users. Interviews were conducted during
April-May 2012.
U.K.
Online interviews conducted nationally. Respondents were between the
ages of 16 and 64. The incidence module interviewed a total of 1,025
random contacts. Detailed interviews were completed with 1,607 mobile
users, 995 of which were smartphone users and 612 of which were non-
smartphone users. Interviews were conducted during March 2012.
The Mobile Consumer: A Global Snapshot 37