手机软件市场研究分析报告.ppt

The Mobile Media Authority,The Mobile Market AuthorityThe Mobile Media AuthorityTrusted intelligence for a mobile world,Mobile Media LandscapeMark DonovanCMO+Sr.AnalystM:Metrics,IncMay 2008,Welcome!Today.A review of US mobile market.Performance in key sectors.Where are things headed?What stands out?Your questions.,Digital convergence moves everything to the mobile.We measure it.200+Clients,7 Countries,90 People,3 Offices Million Mobile Subscribers Under MeasurementApplied Methods:Survey,Proxy,Meter,Web-Scraping,The Mobile Media Authority,M:Metrics Measurement Approach,Mobile Media Ecosystem is Complex Media Converges:Music,Television,Internet,Messaging Programming Decentralized:Operators,Off Portal,Brand Marketers Handset Technology Heterogenous:Hardware,Software,Open/Closed,We Measure These RelationshipsSophisticated survey techniquesDirect behavioral measurementContent/ad monitoring,M:Metrics Product Suite,Advertising,Media Insight,Audience,Comprehensive,Topline,Market Insight,Direct behavioral measurement of the most active mobile media consumers.,Comprehensive market intelligence to help companies profit from mobile convergence.,Insight on key trends and topics from thought-leading M:Metrics analysts.,Audience composition of mobile websites to guide ad targeting and spending.,Fusion into leading media planning tool for advertisers and marketers(Europe).,The who,what,where and when of advertising on the mobile web.,Looking for Good News?,Strong Growth Across Most Mobile SectorsMore Than Distractions.UtilityIncreasingly Engaged Mobile Web AudienceConnections to PC ImportantAdvertising Starts to Make a MarkDiffusion of Advanced Technology ContinuesOh,and iPhone,State of the Market:US v.EU5,Demographics of Key Mobile Content Sectors,More and More Users of Mobile Messaging,+37%,+40%,+38%,+35%,Multimedia Sharing Continues to Surge,+58%,+88%,+64%,+64%,+45%,+50%,+46%,+79%,Source:M:Metrics,Inc.,Copyright 2008.Survey of U.S.mobile subscribers.Data based on three-month moving average for period ending 31st January 2008,n=31,389,Several Services Outpacing Market Growth,Information Access Beating Market Growth,Strong Growth in Application Usage,+78%,+57%,+96%,+93%,+82%,+116%,Browsing Growth Shows“Lifestyle”Uses,+50%,+49%,+90%,+39%,+41%,+30%,+34%,Mobile Browsers Increasingly Active,Metered Smartphone Panel demonstrates browsing growth Average Daily page views+61%YoY Average Daily time spent browsing+48%YoY,15:14,22:35,Programmed TV/Video Audience Up 79%YoY,Viral/UGC driving 2X audience of programmed mobile video/TVQuality and cost have been barriers to uptakeAd-supported models rapidly emerging,Distraction&Snacking Drives Mobile TV/Video,Mobile Music Audience Up 36%in 5 Months,26%listening almost every day,PC Music Libraries Filling Handsets,Sep07 to Jan0844%growth in transferred from PC+31%carrier music store+31%friends and family,SMS Advertising Shows Results,Texting proving an effective vehicle for ads and ad response 13%of people receiving text ads responded5%of people receiving text ads bought(40%of responders)9%of text users sent text in response to ad15%of those responders bought,Source:M:Metrics MobiLens survey,3 mo average ending November 30 2007,n=33,237,Mobile Web Drawing Diverse Advertisers,More Advertisers Gravitating to Mobile,Impressive 3G Growth Continues,3X Video 2X Music1.5X Browsing1.4X Social networking,Smartphones Build an Audience,6.25%Penetration,3X Video 4X Music4X Browsing4X Social networking,Top Selling Handsets Show Market Bifurcation,MotorolaW385,MotorolaRAZR v3M,SamsungSCH-U340 Snap,MotorolaC139,AppleiPhone 8GB,Strong Adoption of Unlimited Data Plans,35%,iPhone Lives Up to Hype,Strong Growth Across Most Mobile SectorsMore Than Distractions.UtilityIncreasingly Engaged Mobile Web AudienceConnections to PC ImportantAdvertising Starts to Make a MarkDiffusion of Advanced Technology ContinuesOh,and iPhone,Thank You!Questions?For a copy of this presentation,MobiLens DataThe M:Metrics US,UK,Germany,France,Spain,and Italy panels are nationally representative samples of mobile subscribers age 13 and older.Survey fieldwork is conducted monthly,collecting responses from approximately 35,000 mobile subscribers across these six countries in each wave.New,independent samples are drawn each month to permit the continual tracking and trending of changes in mobile market behaviors.The M:Metrics survey has been carefully constructed to take advantage of M:Metrics proprietary device,operator service,and content databases.Intelligence has been built into the survey questionnaire allowing respondents to indicate handset models with an extremely high degree of accuracy.It also ensures that respondents are subsequently exposed to an appropriate series of questions related to the use of their specific mobile devices.Each months sample is separately balanced to accurately reflect the total universe of mobile subscribers.Respondent samples are balanced relative to each countrys Census-based demographic profiles for persons age 13 and older as well as to operator network market shares based on each operators quarterly reports to ensure appropriate representation of each countrys mobile market.The data are projected to the total universe of subscribers using estimates of total active mobile phone subscribers derived each quarter from M:Metrics review and analysis of network operators quarterly reports.Notes:Data reflects individual users,as opposed to subscription lines or accounts.Survey respondents who use more than one mobile handset are asked to identify and base their responses upon their activity on the primary handset.Time periods are as indicated on each page.Three-month averages reflect monthly usage on a three-month moving average.3 Month Average Ending January 2007 n=30,567 Mobile Phone Users,US 3 Month Average Ending January 2008 n=31,389 Mobile Phone Users,US,Methodological Notes,