(title slide) upwardly mobile usage, trends and brand perceptions conducted by: essential research...
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(Title Slide)
Upwardly MobileUsage, trends
and brand perceptions
Conducted by:Essential Research
August 2011
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This document provides the latest trend information among 16-54s
• Latest information on mobile usage and interest in services
• The role of TV in reaching key audiences
• How Channel 4 can enhance perceptions of mobile brands
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Fieldwork dates:
Methodology:
Sample definition:
Quotas set:
Weights:
Survey length:
Sample size:
Mobile survey Word association survey
June 2011
Online access panel
UK adults aged 16-54
Online representative
Nat rep demographics and three behavioural questions through face to face omnibus
20 minutes
1,247
January 2011
Online access panel
UK adults aged 16+
Online representative
Nat rep
25 minutes
3,201
Methodology
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Weekly mobile internet access has more than doubled in 18 months – from 19% to 46%
142%Dec 2009
Jun 2011
Base: All mobile phone owners aged 16-54(2009 N= 1598; 2011 N=1247) Source: Essential Research (June 2011)
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The mobile internet is widespread among early adopters and is moving to the mainstream
Base: 16-34 men (N=187); people living in urban areas (N=457), Early adopters (N=346), 35-54 women (N=338); people living in rural areas (N=178); late tech adopters; (N= 480) Source: Essential Research (June 2011)
% accessing weekly:
16-34 men = 66%
Early adopters = 70%
Urban dwellers = 51%
35-54 women = 20%
Late adopters = 27%
Rural dwellers = 31%
% accessing weekly:
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This has been aided by a two thirds increase of smartphone ownership in the past 18 months
+64%
50%
Dec ‘09
June ‘11
31%
Base: All mobile phone owners aged 16-54 (2009 N= 1598 2011 N=1247) Source: Essential Research (June 2011)
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The mobile internet is adding to overall internet use rather than cannibalising it
23 hours per week
25 hoursper week
Average time spent on the internet using a computer
Smartphone ownersNon-smartphone owners
Base: Smartphone owners (N=693); non-smartphone owners (N=554) Source: Essential Research (June 2011)
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60% of smartphone owners dual screen with their phones while watching TV
Base: All smartphone owners (N=693) Source: Essential Research (June 2011)
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Audiences across the Channel 4 portfolio are younger and more mobile conscious
Those that list a C4 property as a favourite are more likely than average to be:
Base: All that list a Channel 4 property as a favourite (N=425) Source: Essential Research (June 2011)
Unable to live without their phone
+ 10%
+ 13%
+ 18%
+ 26%
Advertising influenced in choice of mobile
Daily mobile internet users
Interested in mobile social networking
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(Title Slide)
Brand Synergy:Personality profiles for
mobile phone brands
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Brand synergy maps allow us to analyse the possible effect of advertising and sponsorship on mobile brands
• Allows us to plot mobile phone brands against channels, platforms and programmes to analyse the possible effect of advertising and sponsorship
• Respondents scored brands against nine sets of opposing personality traits such as interesting/boring; easy-going/ inflexible and cool/ out-of-date.
• Personality profiles available for 15 mobile brands, 20 channels and 26 Channel 4 portfolio programmes
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Sony Ericsson indexes highly on being reasonable, self-disciplined, and sporty
Traditional
Arty
Honest
Steady
Friendly
Masculine
Balanced
Sporty
Self-disciplined
Reasonable
109
112
113
114
114
116
121
122
123
126
Index saying attribute applies to mobile brand A
Mobile brand A is seen to be more reasonable, self disciplined and sporty than it’s competitors
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Aligning with Channel 4 would make Sony Ericsson seem more different and streetwise
% difference between Channel 4 and mobile brand A
Different
Streetwise
Liberal
Open-minded
Extroverted
19%
19%
13%
13%
12%
Mobile brand A could work with Channel 4 to promote itself as being different and streetwise
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Aligning with E4 would make Sony Ericsson seem more streetwise and youthful
% difference between E4 and mobile brand A
Streetwise
Youthful
Witty
Easy-going
Happy
28%
25%
24%
21%
20%
Mobile brand A could work with E4 to promote the brand itself as being streetwise and youthful
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% difference between More 4 and mobile brand A
Straightforward
Liberal
Likeable
Interesting
Open-minded
21%
15%
13%
13%
13%
Aligning with More 4 would make Sony Ericsson seem more straightforward and liberal
Mobile brand A could work with More 4 to promote itself as being straight forward and liberal
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Aligning with the following programmes could make Sony Ericsson seem more streetwise and/or different
10% 20% 30% 40% 50% 60% 70%10%
20%
30%
40%
50%
60%
70%
Different
Str
eetw
ise
Channel 4 News
Jamie Oliver
Secret Millionaire
Grand Designs
8 out of 10 Cats
T4
The IT Crowd
Misfits
Peep Show
Mobile brand A
Mobile brand B Mobile brand E
Mobile brand C
Mobile brand D
Nokia
HollyoaksEmbarrassing Bodies
This is England ‘86
If mobile brand A wanted to promote itself as being streetwise and different it could advertise or sponsor one of the programmes in the top right quadrant
Mobile brand F
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(Title Slide)
For more details on these trends and TV/mobile brands synergy
maps please contact:
Suzanne Trotter – [email protected]
020 7306 8187
Lucy Alexander – [email protected]
020 7306 8056