Screen types Smartphone users Tablet users Anja Manouchehri, Wolfgang Dittrich Cologne, March 19, 2015

Screen types Growing spread of mobile terminals +38% +25% +200% +33% Source: Google (2013), Connected Consumer Study, TNS, Q1 2014, Q1 2013, Q1 2012, Q1 2011; Base (weighted): All respondents n=1.000; Q: Which of the following devices, if any, are you currently using?

Screen types Mobile devices are becoming indispensable! Source: Bitcom, 2014, “Not without may smartphone” 1,004 cases Which device could you not at all do without? 61% Smartphone 58% Tablet 48% Desktop- PC 33% Notebook

Screen types High emotional attachment to mobile devices! Source: Media Impact Panel 2013, Base: iPad users,, 808 cases Q: To what extent do you agree with the following statements? Scale from 1 to 4: 1 = fully agree, 4 = do not agree at all It fascinates me time and again! 91% It has become an integral part of my everyday life! 89% I love it! 74% It has become like a good friend to me! 64% I don‘t know what I would do without it! 54%

Screen types The mobile device as permanent personal companion! Any company which wishes to penetrate the everyday life of a mobile device user and to be noticed has to know the user and his/her needs very well!

Who are smartphone and tablet users and how do these types differ? The smartphone and tablet typology provides differentiated information about how various user types differ with regard to: Habits of use Demographic structure Attitudes Interests Personality factors Product use and purchase planning Brand affinities Media usage Screen types

Data base: best for planning 4 media groups 1 common goal A cooperation of 4 media groups Screen types

Over 40 million desktop, mobile or tablet app activities approx. 6,000 digital Customer Journeys 145 Apps 749 stationary and 279 websites used with mobile devices Over 80 million collected information over 45,000 surveyed consumers approx. 2,400 brands approx. 110 brand sectors ONE FOR ALL best for planning: contents Screen types

Survey design b4p 2013 III Population:German-speaking population 14 years or older, million. Sample and method: 30,274 cases, ADM sampling, random address selection Questionnaire:CAPI (Computer Assisted Personal Interview), media CASI (Computer Assisted Self Interview), markets in written form (self-completion questionnaire), technical measurement (parallel wave) Survey period: September 16 to December 7, 2013 January 13 to April 6, 2014 Field institutes: IFAK GmbH & Co. KG, IPSOS GmbH, MMA GmbH & Co. KG, Marplan GmbH Population:German-speaking population 14 years or older, million. Sample and method: 30,274 cases, ADM sampling, random address selection Questionnaire:CAPI (Computer Assisted Personal Interview), media CASI (Computer Assisted Self Interview), markets in written form (self-completion questionnaire), technical measurement (parallel wave) Survey period: September 16 to December 7, 2013 January 13 to April 6, 2014 Field institutes: IFAK GmbH & Co. KG, IPSOS GmbH, MMA GmbH & Co. KG, Marplan GmbH Screen types

Screen types: 1. Smartphone users

Survey design screen types Objective:Determining smartphone user types with similar smartphone usage behavior and description of types with regard to demographic features as well as interests, attitudes, motives, preferences, purchasing behavior, and media usage Approach:By way of cluster analysis division of smartphone users into homogeneous and heterogeneous sub-groups (7 types) Active variable:12 factors resulting from a factor analysis, based on 38 smartphone usage items form the active variable Passive variable: Description of types based on interests, attitudes, motives, preferences, purchasing behavior, and media usage Population:25.90 million smartphone users in Germany, 14 years or older Objective:Determining smartphone user types with similar smartphone usage behavior and description of types with regard to demographic features as well as interests, attitudes, motives, preferences, purchasing behavior, and media usage Approach:By way of cluster analysis division of smartphone users into homogeneous and heterogeneous sub-groups (7 types) Active variable:12 factors resulting from a factor analysis, based on 38 smartphone usage items form the active variable Passive variable: Description of types based on interests, attitudes, motives, preferences, purchasing behavior, and media usage Population:25.90 million smartphone users in Germany, 14 years or older Screen types

Screen types I: smartphone typology Types: portion of the population (in million) Source best for planning 2013 III, Population: German-speaking population 14 years or older, million, 30,274 cases

Screen types Mobile communicator male 14 to 29 years old higher education high spending power Interested in technology Important life aspects: Large circle of friends Experience as much as possible Milieus:* Post-modern milieu Hedonistic milieu Media user type: mobile networker Source: best for planning 2013 III, Population: smartphone user 14 years or older, million, 9,597 cases Tweets, blogs, and posts a lot * Sigma milieus

Screen types Mobile communicator Apple (index: 211) *(Most frequently) used/purchased brands, potential brands for computers, notebooks, netbooks, ultrabooks, most frequent last travel destination, each with an index of> 100 Favorite brands and travel destinations:* H&M (index: 113) Volksbanken Raiffeisenbanken (index: 104) Source: best for planning 2013 III, Population: smartphone- users 14 years or older, million, 9,597 cases Balearic Islands (Mallorca, Menorca, Ibiza, Formentera; index: 159)

Screen types: 2. Tablet users

Types: portion of the population (in '000) Source: best for planning 2013 III, Population: German-speaking population 14 years or older, million, 30,274 cases Screen types

A new quality of target group analysis As of now integral part of best 4 planning and countable