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Quels usages les Français ont-ils de leur mobile ?

 

Selon une étude menée en mars 2009 par Group M et SBW, l'équipement des Français en termes de téléphonie mobile ne conditionne pas véritablement l'usage qu'ils en font mais présente pourtant un certain potentiel en la matière.

En effet, 97 % des Français âgés de 16 à 60 ans possèdent un téléphone mobile, 52 % en ont un caapble de se connecter à Internet et 45 % ont un abonnement donnant accès à l'Internet mobile. Pourtant, seuls 20,5 % des Français surfent sur la toile via leur téléphone mobile.

 

 

Bien sûr, sa propre expérience, les conseils de proches ou bien d'un vendeur influencent le choix d'un consommateur pour tel ou tel abonnement mobile. Néanmoins la décision da l'abonné s'appuie avant tout sur des critères objectifs : le prix de l'abonnement (51,6 % des répondants l'affirment) et la qualité de la couverture réseau (42,3 %). Les services et contenus dédiés à l'Internet mobile ne sont un critère de choix que pour une minorité de Français (6,1 %).

 

 

Les Français de 16 à 60 ans dépensent rarement plus de 50 euros par mois pour la téléphonie mobile.Ils sont seulement 17,1 % dans ce cas. 39 %  y consacrent moins de 25 euros et près de 44 % y allouent entre 25 et 50 euros.

 

 

Parmi les nouvelles fonctionnalités disponibles sur les téléphones mobiles, notons que plus de la moitié des terminaux permettent de se connecter à Internet. L'écran tactile est également une innovation qui se répand (22 % des répondants en ont un) et devrait faciliter l'usage de l'Internet et des divertissements sur mobile, au même titre que le Wi-Fi (19 %). Le GPS équipe seulement 11 % des appareils

 

(* Plusieurs réponses possibles)

L'usage du téléphone mobile se diversifie et laisse de plus en plus de place aux divertissements. Servant d'appareil photo (49 % des usagers utilise cette fonction au moins une fois par semaine), le mobile permet aussi d'écouter de la musique (27 %), de jouer (23 %), de regarder des vidéos (18 %) et même la télévision (10 %). C'est également devenu un vecteur d'information : plus de 42 % des Français indiquent recevoir des alertes SMS (informations et promotions), 20 % surfent sur des sites Internet mobile ou bien écoutent la radio.

 

 

Ce sont sur les sites d'information - presse généraliste et spécialisée - que les mobinautes se rendent le plus souvent (plus de 18 % des répondants). Les portails Internet des opérateurs de téléphonie mobile sont ensuite les plus visités (15 %), juste devant les moteurs de recherche tels que Google, Yahoo Search ou encore Windows Live et les sites pratiques (météo, annuaires téléphoniques, plans, horaires de cinéma...). Par contre les sites de m-commerce (Voyages SNCF, eBay, Fnac) ne sont consultés que par 8 % des Français interrogés, tandis que sites de marques en attirent à peine plus de 6 %.

 

 

Seuls 8 % des Français détenteurs d'un téléphone mobile ont déjà fait un achat via mobile. Alors qu'est-ce qui freine les mobinautes à sauter le pas ? Tout simplement le manque de praticité pour près de 28 % des répondants ou encore le manque de sécurité concernant les données bancaires (22 %). Le m-commerce représente pourtant un potentiel important : près de 14 % des répondants ne connaissent pas ce canal d'achat et 13 % souhaiteraient avoir des offres plus intéressantes. Peut-être un effort est-il nécessaire en matière de marketing...

 

 

57 % des personnes possédant un téléphone mobile reçoivent des messages publicitaires sur ce terminal.91 % déclarent qu'ils proviennent de leur opérateur, mais 40 % indiquent qu'ils viennent de marques ou d'enseignes. 53 % des personnes interrogées reçoivent un à cinq messages publicitaires par mois. 34 % en reçoivent davantage et 10 % moins d'un par mois.

 

 

Si les messages publicitaires reçus via mobile sont perçus comme informatifs par la moitié des répondants, ils sont également jugés peu voire pas du tout pratiques (63 % des répondants l'affirment) et même intrusifs (56 %).

 

 

48 % des personnes ayant répondu à l'enquête de Group M et SBW ont changé de téléphone mobile au cours des douze derniers mois. Si 37 % d'entre eux ont répondu à une offre de renouvellement de la part de leur opérateur (première motivation pour changer), plus de 35 % étaient motivés par l'attrait de nouvelles fonctionnalités telles que l'écran tactile, l'Internet mobile, la 3G ou la 3G+.

Ils sont par ailleurs 37 % des répondants à envisager de changer de téléphone mobile dans les six mois à venir. Et la première raison évoquée est l'accès à de nouvelles fonctionnalités (56 %).

  

Méthodologie de l'étude :

L'étude a été menée par Group M et SBW auprès d'un panel en ligne propriétaire : Mpanel. 578 personnes âgées de 16 à 60 ans ont répondu aux questions entre le 13 et le 18 mars (échantillon représentatif de la population française).

 

(Source : journaldunet.com)

Mobile Social Networking Driving Growth of the Mobile Internet in Europe

ComScore reports that social networking is drawing new users into the mobile Web. In November, 34 percent of mobile phone owners in Western Europe who visited social networking sites accessed social media exclusive of all other mobile Web content.

With 12.1 million users in Western Europe ( France , Germany, Italy, Spain and the U.K.), mobile social networking is a rapidly-expanding category that grew 152 percent from November 2007 to November 2008. The U.K. boasts the highest penetration of mobile social networking, at 9 percent, nearly triple that of  Germany, where the activity is the least popular.

“A large portion of the growth in the mobile Internet audience can be attributed to social networking,” observed Alistair Hill, analyst, comScore M:Metrics. “In the UK, for example, the audience of those accessing news and information, but not social networking services, with their mobile browser or an application grew by 149,000 unique users, whereas the number of those exclusively accessing social networking grew by six times that number in the past year.”

Mobile Social Networking Heavier Among Females

ComScore also analyzed the demographics of social media users in Europe, and found that those who use social networking exclusive of other mobile Internet content skew more female than those who consume other forms of mobile Internet content. Women comprise 48 per cent of the audience accessing only social media, but only 32 percent of those who access other types of mobile Internet content. In addition, the median age for social media-only users is 28, versus 36 for other mobile Internet users.

“This development is encouraging for the future of the mobile Internet,” commented Hill. “Social networking is taking the mobile Internet out of the early adopter demographic, and into the mainstream.” comScore M:Metrics also released the results of its Mobile Benchmark Study. Social networking and e-mail usage posted some of the largest gains, while playing downloaded games and watching video dipped in most European markets.

(Source cellular-news.com)

Mobile social networking on the rise: ad:tech panel

Mobile social networking, mobile dating and social mapping—already popular overseas—are making major inroads into the United States market.

The rise of the iPhone, BlackBerry and other smartphones has increased the number of consumers who are chatting, surfing the Web, taking and sharing photos and videos, blogging and catching up with friends via mobile. The ad:tech New York panel “Leveraging Mobile Social Networking to Reach the Always-on Consumer,” moderated by this publication’s editor-in-chief, Mickey Alam Khan, discussed strategies for marketers to reach this growing audience.

“Mobile social networking is here because of a desire of the audience to share daily content with other people in a mobile context, on the go, from news alerts to knowing where their friends are,” said Mike Howard, vice president of sales for Kiwibox.com, New York. “They want to do the exact same things on the mobile Web that they do on the wired Web players like Facebook and MySpace, as well as new stuff like LBS.

“There are things their mobile phone will allow them to do that they can’t do on a computer,” he said. “Mobile social networking is not a killer app, in that it won’t kill the wired Web or SMS, and it has to be integrated, just as the wired Web must leverage the mobile Web and SMS.”

While all the kinks in the value chain have yet to be completely ironed out, mobile social network already represents a significant, enthralled audience for marketers to reach out to.

“While mobile social networks are still in their infancy, it’s an incredibly exciting time, because we’re inventing this industry,” Mr. Howard said. “We have to bring marketing messages to consumers in value-added context.

“Teens are showing their friends their mobile device, so when you engage someone in the mobile space, you’re engaging them in the most intimate medium,” he said. “The value to the brand of reaching consumers on their mobile phone is a lot more powerful.”

As with any platform, it’s best to integrate advertising placed on mobile social networks with other mobile channels.

Unsurprisingly, the most popular theme of the conference—the election—was brought up again as an example of pitch-perfect marketing tactics.

“The Obama campaign ran an amazing marketing blitz via mobile,” Mr. Howard said. “He held an event in early September in Invesco Field [in Denver], with 70,000 people watching him and other people speak, and they put polls and trivia on Jumbotron with an SMS call to action.

“They got 30,000 text messages in just a few hours,” he said. “Think of all the new people in the database, unique identifiable mobile numbers that can be marketed to and brought into the fold using mobile marketing, gathering lifelong evangelists of your brand.” Mella Media estimates that the mobile audience in the U.S.is 255 million consumers, with roughly 50 billion text messages sent per month, making it clear that consumers are doing more with their phones than just calling friends and family.

“A lot of the stuff you read about mobile isn’t quite accurate, for example, women over the age of 35 are great text messaging targets, because they use SMS to communicate with their children—and the exposure American Idol gave texting hasn’t hurt either,” said Jordan Greene, principal of mobile media for Mella Media, New York. “Brands are trying to engage their consumers in the flow of their daily lives, and mobile is perfect for that.” A wide variety of brands are engaging in mobile marketing, from migraine medication to the New Jersey Transit. When engaging in mobile marketing, whether via SMS or banner ads on a mobile social network, it’s important to stay concise.

“Most people aren’t carrying smartphones, they’re carrying dumbphones, if you will, with small screens, so how do you engage consumers?” Mr. Greene said. “Wordy banner ads won’t play well, so you have to make an elevator pitch.

“Free offers tend to get the consumers’ attention very quickly, and they’re an effective way to drive action, click through to mobile Web site or text in,” he said. “Make the call to action simple.”

Mella Media ran a campaign with Warner Bros to promote the movie One Missed Call to 13-to-16-year-olds.

“Mobile is the most effective way to go after demographic, and the best thing we did is we asked consumers to text in the word DIE to a five digit short code, which had the kitsch factor,” Mr. Greene said. “We had advertising placements on Facebook’s mobile application and MySpace Mobile, and we pushed a baseline of traffic to a mobile site and from PC sites to a mobile environment.

“We found these teens going back to Yahoo Answers, Wikipedia, their own Facebook pages and blogs telling people how they could get a ringtone or video associated with the film,” he said. “We got 600,000 visits on a mobile device, and the client was thrilled.”

Many industry insiders are comparing the state of mobile to the state of the Internet a decade ago. Mobile has the potential to evolve more quickly, however, because the Internet model is already in place. “

“ Mobile social networking is growing quickly, and the biggest social networks today, MySpace and Facebook, have mobile initiatives, such as the BlackBerry app that lets people update their status,” said Polly Lieberman, vice president of advertising sales for buzzd, New York. “People are doing the same things on the mobile phone as they are on the wired Web. “The location sensitivity of mobile will play a larger part as handsets and location detection becomes more sophisticated,” she said. “It will encourage more people to consume data, as well.” “Brands have seen more success with mobile than they have with any other medium, and while mobile banners ads are effective, is there a next big unit that’s going to come out, is mobile video next big thing?”

Many say that if you look at the trends that happened with the Internet, that will give you an idea for what is in store for mobile. However, mobile will open up many possibilities that are impossible on a PC.

Another niche of mobile social networking is mobile dating.

“We have dating, chatting, flirting and a bunch of different services—it’s social dating, not social networking exactly, not regular dating, but a sandbox for people to come together and strike up whatever sort of relationship they want,” said Andrew Osmak, senior vice president of business development for Lavalife, Toronto, Ontario, Canada. “We offer the Lavalife.com power dating tool on mobile, which is the best medium if you’re on the go and all you have is your cell phone.

“We weren’t really sure whether we should just take Lavalife.com and shrink it or start from scratch, so we did both,” he said. “The pure mobile communities we started from scratch are doing far better than the shrunken ones.

“I believe in paying respect to the medium, sites that are thoughtfully adapted for customer to the mobile medium.”

Another niche within the growing mobile social networking umbrella is social mapping, a term coined by Loopt.

Apple just launched an national TV ad campaign featuring the Loopt iPhone app.

“New niches develop around use cases that are unique to mobile, and Loopt is about finding where your friends are so you can go out and do something with them,” said Evan Tana, director of product management and marketing for Loopt, Mountain View, CA. “The mobile phone is the most social, most intelligent, most personal device, and consumers have it on their person 24 hours a day.

“What we’re seeing now in the mobile space is just the tip of the iceberg, the acceleration in the mobile space in past six months has been incredible,” he said. “It’s a really fast-moving space, and things will continue to change, probably for the better.

“Standards are great, but innovation is most important.”

                                                                                                   

(source www.mobilemarketer.com)

Mobile Social Networking To Generate $7.3 Billion Worldwide In 2013: Report

Worldwide mobile social networking revenues will surge to $7.3 billion in 2013 thanks largely to advertising, according to a new report from Juniper Research. User-generated content ranging from social networking to dating and personal content delivery services is expected to grow about 563 percent from a $1.1 billion market today to at least $7.3 billion in 2013, the firm concludes. Social networking is expected to push dating out of the top revenue earning spot in the category sometime next year. Mobile social networking use will increase from 54 million users today to nearly 730 million in 2013 with the bulk of those users coming from Asia.

(Source moconews.net)