iProspect Releases 2012 Mobile Landscape: Western Europe Report

New global study helps digital marketers better understand the emerging opportunities in mobile and the steps needed to implement a solid mobile marketing strategy

Amsterdam, 30 October 2012—iProspect, a leading global digital performance agency, today released “The Mobile Landscape: Western Europe”, an actionable whitepaper that provides an overview of local trends and global strategies. Partnering with TNS NIPO, this paper examines the mobile and connected device landscape, highlighting insights primarily from mobile markets in Germany, Spain, Netherlands, Sweden and the United Kingdom. iProspect reveals key trends driving smartphone and tablet adoption growth, advertising preferences and shifts in multi-device digital media consumption in 2012. Taking it a step further, the paper provides a primer on mobile strategy and executions that will enable digital marketers to get the best results when incorporating SEO, PPC, display, location based services and more.

“Mobile is Huge in EMEA,” said Ian Carrington, Director of Mobile, Google EMEA. “Over the last 12 months we have moved to a state where all advertisers understand they need to build and integrate their mobile strategy. There is still a long way to go, many businesses still need to build mobile friendly sites, they need to test engaging mobile formats, they need fully understand the impact of mobile in driving users to retail sites and whether they buy a product whilst there after comparing it on their phone. The days of people debating the value of mobile are over. Advertisers now know without a doubt that the mobile web is the next generation of the web.”

To download a complimentary copy of 2012 Mobile Landscape: Western Europe, please visit: 

Key findings highlighted in “2012 Mobile Landscape: Western Europe” include:

Once referred to as the “third screen” (behind television and desktop computers), mobile devices are fast becoming the first screen for many users.”
The penetration of mobile devices has reached critical mass in most markets. In 2011, there were 835 million smartphone users, 5.6 billion feature phone users.

Businesses with a strong mobile presence have a critical edge over their non-mobile competition.
Sixty-one percent of customers who visit a mobile unfriendly site are likely to go to a competitor’s site.

Consumers are using their smartphones as a primary device for personal tasks during work hours – meaning brands have more mobile “air time” than they may have previously assumed.
Sixty-four percent of survey respondents feel they are “always connected” to the Internet.

Mobile offers higher engagement rates than PC for all ad types, and they are converting into sales.
Approximately four out of 10 consumers who clicked on a regular link bought at least one product or service on their smartphone as a result of that click in the past 12 months.

The tablet market is a growing and highly engaged audience.
Tablet owners anticipate spending 33–52 percent more time on their tablets. While 10–21 percent of respondents who do not yet own a tablet anticipate spending time on one in the coming year, indicating an intention to purchase a tablet device.

This study will help digital marketers understand how customers are using mobile and how to make smarter mobile decisions that will impact your entire digital strategy.

“The need for iProspect’s clients to be at consumer’s fingertips – whenever and wherever they are – was the genesis for this eBook and the market-specific research behind it,” said Misty Locke, Global Chief Marketing & Performance Officer, iProspect. “With mobile penetration reaching over 50 percent in Western Europe, we wanted to provide tangible local insights that when coupled with practical applications could build a solid mobile strategy for any brand needing to more closely connect with their mobile consumers.”

About this Study
This study is executed in cooperation with TNS NIPO (http://www.tns-nipo.com) and is a deep dive research on extensive researches performed by this experienced research agency. Both the Digital Life (based on conversations with over 72,000 people in 60 countries) and the Mobile Life (based on 34,000 interviews with mobile users across over 43 countries) researches are partly used as a strong fundament to build further on. During the iProspect research over 2600 respondents in Germany, the Netherlands, Spain, Sweden and the UK are questioned through an online questionnaire. All respondents were smartphone users, making use of the mobile internet between the ages of 16-60.

About iProspect
iProspect, part of Aegis Media, is a global digital performance agency helping to grow the world’s most sought-after brands, by targeting audiences that are ready to act and find inventive ways to turn intention into action. Clients include Fortune 500 companies and leaders across multiple industries, including adidas, Kelloggs, GM, Nokia, and Johnson & Johnson, among others. iProspect was recently awarded a 2011 Interactive Marketing Award for “Best Ecommerce Site Launch or Revamp” and have been included on Internet Retailer’s Top 500 List for the past four years. iProspect has 51 offices globally, in 39 countries.

For more information concerning this research, please contact:

Judith Nissen, Marketing & Communications Advisor iProspect Netherlands
judith.nissen@iprospect.com or +31 (0)24 359 37 70.

Amanda DuBois, Sr. Marketing and Brand Manager, Global
Amanda.dubois@iprospect.com or +001 817 665 0058