EMEA
B2B
IDG MOBILE
SURVEY 2014
SURVEY METHOD
COLLECTION:
NO. QUESTIONS:
INCENTIVE:
ONLINE SURVEY
49 (INCL. DEMOGRAPHICS)
iPAD MINI
SURVEY SAMPLE
FIELD WORK:
MAJOR REGIONS:
COUNTRIES:
IDG WEBSITES:
MARCH - MAY 2014
6
43
189
NUMBER OF RESPONDENTS
WORLDWIDE:
WESTERN EUROPE:
Western Europe B2B
23,556
14,658
3,938
IDG MOBILE
SURVEY METHODOLOGY
THE MOBILE EVOLUTION
MOBILE EVOLUTION:
OUR LIVES
YESTERDAY
TODAY
TOMORROW
EVOLUTION OF THE LIVING ROOM
YOU SCREEN… I SCREEN… WE ALL SCREEN
TABLET
65%
USE TABLET
& OTHER DEVICES
SMARTPHONE
UK
71%
68%
UK
NL
68%
67%
ES
ES
66%
64%
FR
FR
65%
59%
NL
DE
50%
50%
DE
63%
USE SMARTPHONE
& OTHER DEVICES
Q9. WHEN USING YOUR SMARTPHONE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/
TELEVISION AND USE YOUR SMARTPHONE)
Q33. WHEN USING YOUR TABLET DEVICE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/
TELEVISION AND USE YOUR TABLET DEVICE)
Q34. WHICH OTHER DEVICES/ SCREENS DO YOU USE AT THE SAME TIME AS YOUR TABLET DEVICE?
YESTERDAY
TODAY
TOMORROW
EVOLUTION OF THE LIVING ROOM
YOU SCREEN… I SCREEN… WE ALL SCREEN
TABLET
65%
TABLETS ARE
USED AT THE
SAME TIME AS...
TV / TELEVISION
90%
SMARTPHONE
63%
SMARTPHONE
52%
USE TABLET
& OTHER DEVICES
LAPTOP COMPUTER
42%
USE SMARTPHONE
& OTHER DEVICES
DESKTOP COMPUTER
23%
Q9. WHEN USING YOUR SMARTPHONE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/
TELEVISION AND USE YOUR SMARTPHONE)
Q33. WHEN USING YOUR TABLET DEVICE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/
TELEVISION AND USE YOUR TABLET DEVICE)
Q34. WHICH OTHER DEVICES/ SCREENS DO YOU USE AT THE SAME TIME AS YOUR TABLET DEVICE?
YESTERDAY
TODAY
TOMORROW
EVOLUTION OF THE LIVING ROOM
MOBILE DEVICES ARE DISRUPTIVE...
86%
UNRELATED ACTIVITIES
ON MULTIPLE DEVICES
…AND HAVE CHANGED HOW WE SOCIALIZE
USAGE SOCIAL
NETWORKING SITES
OR APPS
Q11.
Q6.
Q31.
Q8.
80%
73%
SMARTPHONE
TABLET
50%
IN GENERAL ARE THE ACTIVITIES ON THE DEVICES RELATED OR UNRELATED?
DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR SMARTPHONE?
DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR TABLET DEVICE?
IS A SMARTPHONE YOUR PRIMARY DEVICE WHEN USING SOCIAL MEDIA?
SMARTPHONE PRIMARY
DEVICE FOR SOCIAL
MEDIA
YESTERDAY
TODAY
TOMORROW
EVOLUTION OF THE LIVING ROOM
MOBILE DEVICES ARE DISRUPTIVE...
TABLET
73%
USE SOCIAL
NETWORKING
SITES OR APPS
SMARTPHONE
ES
77%
86%
ES
UK
75%
81%
DE
NL
71%
79%
NL
FR
71%
79%
UK
DE
67%
77%
FR
Q6. DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR SMARTPHONE?
Q31. DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR TABLET DEVICE?
Q8. IS A SMARTPHONE YOUR PRIMARY DEVICE WHEN USING SOCIAL MEDIA?
80%
USE SOCIAL
NETWORKING
SITES OR APPS
YESTERDAY
TODAY
TOMORROW
THE RISE OF VIDEO
DRAMATIC INCREASE IN MOBILE
VIDEO CONSUMPTION
2012
2014
VIDEO USAGE SMARTPHONE
68%
74%
VIDEO USAGE TABLET
65%
89%
10M
APPLE TV UNITS SOLD
IN 2013
Q3. DO YOU WATCH VIDEOS ON YOUR SMARTPHONE?
Q29. DO YOU WATCH VIDEOS ON YOUR TABLET DEVICE?
YOUTUBE
MOVIES
PROMO VIDEOS
HOW-TO-GUIDES
WEBCASTS
PRODUCT REVIEWS
YESTERDAY
TODAY
TOMORROW
THE RISE OF VIDEO
DRAMATIC INCREASE IN MOBILE
VIDEO CONSUMPTION
TABLET
89%
SMARTPHONE
DE
93%
93%
ES
ES
92%
78%
DE
FR
91%
78%
FR
WATCH VIDEOS
WATCH VIDEOS
UK
90%
67%
UK
NL
84%
63%
NL
Q3. DO YOU WATCH VIDEOS ON YOUR SMARTPHONE?
Q29. DO YOU WATCH VIDEOS ON YOUR TABLET DEVICE?
74%
YESTERDAY
TODAY
TOMORROW
EVOLUTION OF THE
MEDIA LANDSCAPE
MOBILE REPLACES TRADITIONAL MEDIA
TABLET SMARTPHONE
53%
44%
PRINTED MAGAZINES
47%
34%
LAPTOP COMPUTER
23%
12%
DESKTOP COMPUTER
18%
14%
TV
15%
8%
PRINTED NEWSPAPER
Q13. HAS YOUR SMARTPHONE REPLACED ANY OF THE FOLLOWING?
Q36. HAS YOUR TABLET DEVICE REPLACED ANY OF THE FOLLOWING?
YESTERDAY
TODAY
TOMORROW
EVOLUTION OF THE
MEDIA LANDSCAPE
TABLET REPLACES TRADITIONAL MEDIA
UK
DE
FR
NL
ES
PRINTED NEWSPAPER
50%
49%
49%
48%
65%
PRINTED MAGAZINES
46%
46%
45%
39%
60%
LAPTOP COMPUTER
18%
21%
26%
21%
33%
DESKTOP COMPUTER
14%
26%
15%
15%
23%
9%
11%
17%
9%
14%
TV
Q13. HAS YOUR SMARTPHONE REPLACED ANY OF THE FOLLOWING?
Q36. HAS YOUR TABLET DEVICE REPLACED ANY OF THE FOLLOWING?
YESTERDAY
TODAY
TOMORROW
EVOLUTION OF THE WAY WE SHOP
THE WORLD IN YOUR POCKET
PURCHASES
MADE VIA
TABLET
SMARTPHONE
53%
UK
82%
UK
65%
DE
73%
DE
60%
SMARTPHONE
FR
69%
ES
52%
68%
NL
58%
FR
50%
ES
55%
NL
33%
TABLET
Q14. DO YOU USE YOUR SMARTPHONE TO PURCHASE PRODUCTS OR SERVICES?
Q37. DO YOU USE YOUR TABLET DEVICE TO PURCHASE PRODUCTS OR SERVICES?
YESTERDAY
TODAY
EVOLUTION OF SECURITY
REASONS FOR NOT PURCHASING
ON THE SMARTPHONE
50%
WEBSITE NOT
MOBILE ENABLED
43%
SECURITY
CONCERNS
29%
COMPLICATED
PAYMENT PROCESS
28%
PRIVACY
CONCERNS
Q16. WHAT ARE THE MAIN REASONS FOR YOU NOT PURCHASING A PRODUCT OR SERVICE USING YOUR SMARTPHONE?
TOMORROW
MOBILE EVOLUTION:
OUR BUSINESS
YESTERDAY
TODAY
TOMORROW
EVOLUTION OF HOW
WE RESEARCH
BUSINESS PRODUCTS VIA MOBILE
58%
76%
USE SMARTPHONE
USE TABLET
C-LEVEL
EXECUTIVE SUITE
67%
82%
USE SMARTPHONE
USE TABLET
Q20. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?
Q42. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE?
YESTERDAY
TODAY
TOMORROW
EVOLUTION OF HOW
WE RESEARCH
BUSINESS PRODUCTS VIA MOBILE
TABLET
76%
RESEARCH
SMARTPHONE
UK
87%
74%
ES
ES
81%
68%
FR
FR
79%
62%
UK
DE
66%
44%
DE
NL
66%
44%
NL
58%
Q20. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?
Q42. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE?
RESEARCH
YESTERDAY
TODAY
TOMORROW
EVOLUTION OF HOW
WE RESEARCH
BUSINESS IS BLEEDING INTO OUR LIVES
BUSINESS
PRODUCT
RESEARCH
WEEKENDS
47 %
63 %
SMARTPHONE %
TABLET %
IN THE EVENING
DURING
COMMUTE
46 %
32 %
72 %
86 %
Q22. WHAT TIME OF THE DAY DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?
Q44. WHAT TIME OF THE DAY DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE?
YESTERDAY
TODAY
TOMORROW
EVOLUTION OF THE OFFICE
A VARIETY OF CONTENT IS CONSUMED
ACTIVITIES PERFORMED WHEN RESEARCHING PRODUCTS
FOR BUSINESS ON THE SMARTPHONE
VISIT VENDOR SITES FOR PRODUCTION INFORMATION
68%
COMPARE PRICES AND PRODUCTS
59%
READ FEATURE ARTICLES ABOUT TRENDS & STRATEGIES
57%
BROWSE AND PARTICIPATE IN FORUMS & SOCIAL NETWORKS
51%
WATCH VIDEOS
46%
READ CASE STUDIES
44%
READ WHITEPAPERS
44%
READ ANALYST REPORTS (IDC, GARTNER ETC.)
31%
WATCH WEBCASTS/WEBINARS
28%
Q21. WHEN RESEARCHING PRODUCTS OR SERVICES FOR YOUR BUSINESS, WHICH OF THE FOLLOWING ACTIVITIES DO YOU
PERFORM USING YOUR SMARTPHONE?
YESTERDAY
TODAY
TOMORROW
EVOLUTION OF HOW WE
MAKE IT PURCHASES
THEY RESEARCH ON CONNECTED
DEVICES & BUY TRADITIONALLY
57%
61%
SMARTPHONE RESEARCH
& RETAILER PURCHASE
TABLET RESEARCH
& RETAILER PURCHASE
80%
76%
SMARTPHONE RESEARCH
& PURCHASE ON
LAPTOP/DESKTOP
TABLET RESEARCH
& PURCHASE ON
LAPTOP/DESKTOP
Q23. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE AND THEN
PURCHASED FROM A RETAIL OUTLET?
Q24. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE AND THEN
PURCHASED VIA THE INTERNET USING A LAPTOP OR DESKTOP COMPUTER?
Q45. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE AND THEN
PURCHASED FROM A RETAIL OUTLET?
Q46. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE AND THEN
PURCHASED VIA THE INTERNET USING A LAPTOP OR DESKTOP COMPUTER?
YESTERDAY
TODAY
TOMORROW
EVOLUTION OF HOW WE
MAKE IT PURCHASES
PURCHASE IT
PRODUCTS ON
SMARTPHONE
OR TABLET
33%
B2B
44%
C-LEVEL
EXECUTIVE SUITE
IT PURCHASE VALUE
SMARTPHONE
TABLET
$500+
35%
42%
$5,000+
5%
6%
Q25. DO YOU PURCHASE IT (INFORMATION TECHNOLOGY) PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR
SMARTPHONE?
Q27. HOW MUCH WAS THE LARGEST BUSINESS PURCHASE MADE USING YOUR SMARTPHONE WITHIN THE LAST 6 MONTHS?
Q47. DO YOU PURCHASE IT (INFORMATION TECHNOLOGY) PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET
DEVICE?
Q49. HOW MUCH WAS THE LARGEST BUSINESS PURCHASE MADE USING YOUR TABLET DEVICE WITHIN THE LAST 6 MONTHS?
EVOLUTION OF BRAND MARKETING
BRAND IMAGE PROTECTION IN THE NEW WORLD
A BAD MOBILE EXPERIENCE…
55%
50%
41%
MAKES THEM LESS
LIKELY TO BUY
FROM A BRAND
MAKES THEM LESS
LIKELY TO ENGAGE
WITH THE
BRAND
HAS A NEGATIVE
IMPACT ON THE
COMPANY’S BRAND
IMAGE
Q17. DOES A POOR MOBILE EXPERIENCE E.G. SITE DIFFICULT TO NAVIGATE:
TODAY
OMNICHANNEL
OMNICHANNEL
RESPONSIVE DESIGN
ALWAYS ON
ALWAYS ON
DATA TARGETING
VIDEO
VIDEO
HIGH QUALITY CONTENT
DISRUPTION
DISRUPTION
CHANGE OF MINDSET
CHRISTINA CARSTENSEN
GROUP CLIENT BUSINESS DIRECTOR
T | +44 1784 210 341
M | +44 7990 516 014
E | CHRISTINA_CARSTENSEN@IDG.COM
THANK YOU