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Mobile ist das neue Web!
Ein Überblick zum aktuellen Stand
der Nutzung digitaler Medien in Deutschland
Mobile Advertising Summit, Berlin, 21. April 2015
Florian Renz, Senior Manager
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
#MAS15
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Almost 10years ago we already
heard: Mobile is there!
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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Papal Election 2005 (Pope Benedict)
But something has changed …
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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Papal Election 2013 (Pope Francis)
Really!
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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But there is still a gap between usage and ad spendings!
31
March 2015 …
of German
Onliners are
using a
Smartphone!
18
63%
9
2
2010
Anteil Personen mit Smartphone. Basis: Internet-Nutzer in
Deutschland (Bitkom)
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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2011
2012
2013
2014*
Weltweite Ausgaben für Mobile Advertising, emarketer 2014, in
Mrd. US Dollar, ab 2014 Prognose (emarketer)
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What we measure
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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All devices are available in one source:
Insights on cross-device online usage are available today.
Data Base: Measurement within GfK Crossmedia Link panel (MEP)
GfK Consumer Panel
Unique single source
measurement of TV,
Online and mobile
GfK Crossmedia Link
(MEP Germany)
Desktop
Measurement
fixed line @home:
19,000 individuals 14+
Covering panelists’
purchase behavior,
demographics,
attitudes,
magazines etc.
TV Measurement
12,500 individuals
Smartphone & Tablets
2,000 individuals
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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What we see!
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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Opportunities for cross channel communication / second screen
usage: two peaks in morning time and prime time
Hourly distribution of usage time (share of usage within time slot on total)
35,0%
30,0%
TV
25,0%
20,0%
Desktop
15,0%
Smartphone
10,0%
5,0%
Tablet
0,0%
bis 6 Uhr
6-10 Uhr 10-12 Uhr 12-14 Uhr 14-16 Uhr 16-18 Uhr 18-20 Uhr 20-22 Uhr 22-24 Uhr
Source: GfK Crossmedia Link Germany (typical month in 2014). Desktop / fixed line: @home
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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Internet is mobile – Smartphones have turned into the most
important vehicle to go online (67% share of time)
Share of Average Online Usage Time %
Browser
Mobile
13%
67%
33%
Desktop
App
87%
Source: GfK Crossmedia Link Germany (typical month in 2014). Base: Multi-Screener 14+ (persons using desktop and smartphone) Desktop / fixed line: @home
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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Younger: 74% of all online minutes are spend on Mobile phones!
14-29 years
55+ years
26%
74%
48% 52%
Source: GfK Crossmedia Link Germany (typical month in 2014); Base: Multi-Screener 14-29y // 55+y (persons using desktop and smartphone). Desktop / fixed line: @home
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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Messaging/Chat and Gaming on Mobile each with 17% of total
online usage time
Other
Online Video
33%
Messaging/Chat
10%
Shopping
2%
4%
Gaming
67%
17%
5%
6%
Social Networking
17%
Gaming
6%
News
10%
13%
3% 4%
3%
Other
News
Social Networking
Online Video
Download
Source: GfK Crossmedia Link Germany (typical month in 2014); Base: Multi-Screener 14+ (persons using desktop and smartphone). Desktop / fixed line: @home
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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Whats App, Facebook and YouTube are the top three Smartphone
Apps in Germany – especially among younger.
81%
63%
52%
96%
76%
68%
Source: GfK Crossmedia Link Germany (typical month in 2014); Base: Multi-Screener 14+ // 14-29y (persons using desktop and smartphone )
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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While the top three apps are used by the majority of the
smartphone users – other apps are much more selective
Candy
Crush
Dropbox
10%
amazon
YouTube
Facebook
Messenger
52%
41%
18%
GMX
Mail
17%
Whats App
81%
9%
Quizduell
eBay
Skype
10%
14%
22%
DB
navigator
wetter.com
Web.de
MAIL
15%
18%
15%
Instagram
Facebook
10%
63%
Apps Net reach
Source: GfK Crossmedia Link Germany (typical month in 2014); Base: Smartphone Users 14+
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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While the top three apps are used by the majority of the
smartphone users – the others are much more selective
Net Reach
Whats App
Facebook
YouTube
Facebook Messenger
eBay
Candy Crush Saga
wetter.com
Amazon
DB Navigator
WEB.DE Mail
Quizduell
Instagram
Dropbox
Skype
GMX Mail
Visits/Person
81
63
52
41
22
18
18
17
15
15
14
10
10
10
9
241
199
19
29
23
61
19
8
11
52
52
107
4
14
54
Apps Net reach & Visits
Source: GfK Crossmedia Link Germany (typical month in 2014); Base: Multi-Screener 14+ (persons using desktop and smartphone only)
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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Guess what is used more on mobile and what is used more on
desktop?
Social Networking
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
E-Commerce
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Contrary mobile-desktop usage habits for social media (more
mobile) and ecommerce sites (more desktop)
1
4,26
2,83
3,28
1,57
1,48
1,34
1,31
Reading example
Google+ has a reach of 12,2% for
desktop and 19,2% for mobile.
Hence, the mobile reach exceeds the
desktop reach 1,57 times
(19,2/12,2=1,57).
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Instagram
Pinterest
Twitter
Google+
LinkedIn
YouTube
Facebook
Ikea
Ebay
Amazon
Mediamarkt
Zalando
Saturn
XING
Tchibo
Conrad
Otto
Social Media
E-Commerce
0,86
0,83
0,79
0,76
0,70
0,66
0,53
0,50
0,39
0,29
Source: GfK Crossmedia Link Germany (typical month in 2014); Base: Multi-Screener 14+ (persons using desktop and smartphone). Desktop / fixed line: @home
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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And what about
Mobile Advertising?
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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Based on six analyzed FMCG campaigns in the last months: The
highest net reach is via Facebook Mobile Ads
Reach in
Media TG
15,1%
11,9%
29,3%
12,7%
6,1%
5,0%
Reach
total
Facebook NF Desktop
Facebook RHS Desktop
Facebook NF Mobile
Source: GfK Crossmedia Link. Base: selected FMCG Crossmedia Studies 2014/2015
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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First results for Mobile Ad Effectiveness shows: Mobile sells FMCG!
Significant uplifts for Facebook Mobile Ads!
1,26
1,24
Average increase in the
number of purchase
records for group mobile
contact vs. group
without mobile contact
Uplifts for other online channels (median):
Display 1,18 / Online-Video 1,35 / Search 1,29 (GfK Crossmedia Link Benchmark FMCG Campaigns, 2008-2015)
Average Uplift factor
The average uplift factor shows in what way the purchase behavior of people changes due to contact to the campaign: average increase of purchase volume of
households with campaign contact (average) vs. households without campaign contact (factor=1,00) in an average campaign week.
Source: GfK Crossmedia Link. Base: selected FMCG Crossmedia Studies 2014/2015
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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Summary
Mobile is there! Smartphones have turned into the most important vehicle
to go online
Mobile is App. 87% of the mobile usage is spend in Apps
Whats App, Facebook and YouTube are the killer apps
There are still use cases which are done on desktop computers. ECommerce is not yet mobile (compared to other categories)
Mobile Advertisement can be very powerful!
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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How you can use it
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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Three clusters how you can use the GfK Crossmedia Link
€
Strategic
Crossmedia
Planning
Crossmedia
Efficiency
Crossmedia
Measurement
Crossmedia
Visualizer
Reach &
ROI
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
Impact
studies
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Measuring Impact: Awareness, Branding, Recall
120 K Online Access Panel
60 K Desktop PC 1st Party Cookies
(Measuremenet of Display- and Video-Exposure
+ Visibility Measurement)
17 K Mobile iOS & Android 1st Party Cookies
(Measurement of exposure in Smartphone-Browser)
Go App
TV
Exposure
InApp-Measurement
customized via SDK
Either OTS calculation
or Fusion of technically
measured TV exposure
in GXL Panel
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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Audience data will be fed into ‘GfK Crossmedia Visualizer’
Available Features – Extract
Top ranking:
websites & apps desktop +
smartphone + tablet
Websites & Apps:
Category view &
custom analysis
By buyer target groups
Dashboard starting
point for analysis &
navigation
Ask for an individual follow up!
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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Florian Renz
Senior Manager
ABS Media Solutions
Office Hamburg
T: +49 40 55 61 59 94
florian.renz@gfk.com
© GfK 2015 | Mobile Advertising Summit | GfK Crossmedia Link | Florian Renz | 21. April 2015
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