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Mobile, Local and Real-Time Search - Greg Sterling

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Greg Sterling's keynote address to the 2010 Apartment Internet Marketing Conference on trends in Mobile, Local and Real-Time searching. aimconf.com.

Greg Sterling's keynote address to the 2010 Apartment Internet Marketing Conference on trends in Mobile, Local and Real-Time searching. aimconf.com.

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  • 1. Greg Sterling Sterling Market Intelligence/Opus Research April 29, 2010 ‘ Mobile, Local and Real-Time Search’ (mostly mobile)
  • 2.
    • Jobs: lawyer, editor, startups, analyst, blogger, lover, fighter
    • Coverage:
      • search, directories, verticals/classifieds, online newspapers, “social media,” mobile , video, multi-channel shopping
    About Me . . .
    • “ Internet’s impact on offline consumer behavior”
  • 3. Faster . . . And Faster We know something's happening, and we're beginning to sense what it is. We're speeding up; our technology is speeding up; our arts and entertainment and the pace of invention and change -- it's all speeding up. James Gleick, Faster (1999)
  • 4. How Many Smartphones in This Room? Or should I ask . . . Who doesn’t have a smartphone?
  • 5.
    • Exciting pocket computers and tablets
    • Ubiquitous connectivity (which is coming)
    • Culture of participation/sharing: “tweets, updates, tips”
    • Geotagged data, matched with places
    • The Cloud: my content, any device
    • Internet-based computing will look very different in a few years than today
    Tweets + Streets “ We’re at the beginning of the beginning” . . . of a new era of computing. --Google Engineering VP Vic Gundotra
  • 6.
    • We now can take the Internet with us
    • We use these devices to help make decisions
    • Influenced by opinions and recommendations of others; deals, discounts, incentives
    • All that can now be accessed or pushed in near real time to our handsets in specific contexts.
    • There’s also cool stuff like augmented reality (Zillow has a version of this today)
    Mobile + Local + Real Time: All Connected
  • 7. Local, Mobile, Social, Real-Time Converge
  • 8. Geotagged Tweets on Maps
  • 9. Foursquare ‘Tips’ on Bing Maps
  • 10. Quick B.G. on Local
  • 11.
    • Local is the ‘last mile of search’; mobile is ‘last block’
    • Local is about driving to the POS
    • 96% of all transactions happen offline*
    • Offline transactions increasingly Web-influenced
      • 80% to 90% consumers do online research before buying**
    • *US Census Bureau, Q4 2009
    • **Compete, Yahoo!, BIGResearch, BIA, other studies (2007-2010)
    What Is Local?
  • 12.
    • Local means different things in different contexts
    • Definitions of “local” may also vary depending on whether discussing consumers or advertisers
    • Most of what people do online relates to their real-world lives
    Most of What We Do Online about Offline
    • Maps & Directions
    • Restaurants
    • Retail/products
    • Professional & home services
    • Travel
    • Jobs
    • Cars
    • Real Estate
    • Entertainment
    • Dating
  • 13.
    • Google: “20% of searches on Google are related to location”
    • comScore: in March Google had 14.3 billion search queries
    • That’s TWO BILLION EIGHT HUNDRED SIXTY MILLION local queries monthly (at a minimum)
    Google: Over 30 Billion Served
  • 14. Your Customers Are Digital
  • 15. Millennials More Tied to Internet, Tech Source: Pew Internet & American Life (2/10) 93% of Millennials are online 63% of 12-17 yr olds online at least once a day 68% of adults 18 - 29
  • 16. Internet Trumps Traditional Media Source: Trulia-Harris Interactive, May 2009 n=2,715 US adults; home buyers n=192
    • Information sources for home buyers (Internet vs. traditional media):
    • 62% of home buyers reported use online sources during their housing search
    • Primary source:
      • 41% Internet
      • 14% print
  • 17. Hitwise: Top 20 Real Estate Sites Source: Hitwise, April 17 2010
  • 18. Google ‘Verticalizes’ Local for Real Estate
  • 19. The Social Media ‘Firehose’ (where the RT data come from)
  • 20. Facebook Top Search Term
    • More than 400 million active users
    • 50% of active users log on to Facebook in any given day
    • Average user has 130 friends
    • People spend over 500 billion minutes per month on FB
    • More than 100 million mobile users, 2X more active
  • 21. Facebook On Way to Being #1? Source: Compete, Inc. March 2010
    • Google: 146,954,711
    • Facebook: 132,040,907
  • 22. The Twitter ‘Firehose’
    • Twitter has 105,779,710 registered users
    • 300,000 new users sign up per day
    • Twitter receives 180 million unique visitors per month
    • 75% of Twitter traffic comes from third-party applications
    • 60% of all tweets come from third-party apps
    • 600 million search queries on Twitter per day
    • Over 100,000 Twitter applications
    • 3 billion requests a day through its API
    • 37% of active Twitter users use their phone to tweet
  • 23. Mobile (finally)
  • 24. Projection: Mobile Bigger than PC by 2014 Source: Morgan Stanley Internet Update 4/2010
  • 25. Comparing Populations: US, Online, Mobile Source: Opus Research, comScore, CTIA, Nielsen, US Census Bureau (2009) 4 Major US Carriers: 250M subs approx. Mobile Internet: 73M 4.1B texts DAILY Daily Internet access between 30% and 55%
  • 26. Segments: SMS, Mobile Web, Apps SMS: Least “sexy,” broadest reach, platform “agnostic” Apps: Richest experience, smaller audience Mobile Web: Tiny version of site; should be optimized Reach Engagement
  • 27. Source: Nielsen, Q1 2010 Projection: US Smartphone Growth
  • 28. US ‘Smartphone’ Share Source: comScore, 3/10
  • 29. SMS vs. Mobile Internet Source: comScore, Pew Internet & American Life Project (March, 2010) Among US smartphone owners frequency and penetration are greater. Total mobile Internet users in US approaching 75 million on way to 100 million this year
  • 30. Activities: Touchscreen Smartphone Users (iPhone/Droid/BlackBerry Storm) Source: Opus Research, 3/10 (n=105 touchscreen smartphone users, total sample 1,300)
  • 31. “ Over the last 12 months, how often have you engaged in the following activities?” Source: Opus Research, 3/10 (n=393 smartphone users, total sample 1,300) 38 44 62% at least weekly mobile Internet users 53% of smartphone owners report using mobile Internet “ at least once a day ” 90%+ of iPhone users access the mobile Internet Opus Research, 3/09; Nielsen (2009)
  • 32. Source: Nielsen, 12/09 Data from Jan – Sept, 2009 Nielsen: Top Mobile Sites 2009
  • 33. Source: Opera Software (3/10) March, 2010 Opera Mini Usage in US Opera: Top Sites
  • 34. According to a 2009 comScore survey of 7,300 US iPhone/iPod Touch owners . . . Mobile Preferred Medium?
        • 40% said they go online more often on their mobile devices than via PC.
  • 35. Mobile + Real Estate
  • 36. Scores of Apps for the iPhone OS
    • 100+ apps shown in response to search for “real estate”
    • 38 apps for “apartment”
    • 3 “apartment” apps for the iPad
  • 37. Trulia Mobile Trends: Buyers
    • The busiest day for mobile day is Sunday, Saturday second
      • Sunday has about 70% more usage than Friday (the lowest day)
      • Consistent pattern: iPhone app & Trulia access via mobile browser
    • Over 50% of searches on iPhone are for properties “near me”
      • Most popular city in July was Corona, CA
      • Most popular zip in July was 60035 (Highland Park, IL)
    • No specific locations dominant
    •  
    Source: Trulia, 8/09 ” We hear from agents and consumers who say they found an open house they didn’t know about through the iPhone app.” "Mobile is about weekend house hunting and finding open houses."
  • 38. Trulia Mobile Trends: Renters
    • So far (Since launching rental property search on 4/7):
    • Rental performance on mobile is on par with overall mobile performance, in both visits, page views and leads to properties
    • Seeing around approx 10% mobile usage for Trulia , with spikes coming on the weekends
    • Apple OS is still the biggest source of traffic on our mobile website, but Android is the fastest growing
    • Trulia CEO: Rentals even more suited to mobile because they’re more “perishable” and there’s more impulse there
    Source: Trulia, 8/09
  • 39. Zillow: Mobile Users More Engaged
    • On the weekends, 15% of homes viewed on Zillow come from mobile devices (10% during the week).
    • Relative to Zillow.com traffic, users are viewing active listings 45% more often from mobile devices (which indicates the mobile audience is primarily active buyers, on location or scoping out neighborhoods. 
    • Over two million homes are viewed on the iPhone each month.
    • Zillow iPhone+iPad App - 1.1 million combined downloads.  
    • Zillow Android App is the leading real estate app in the Android Market, 150K + downloads in one month since launching.
    Source: Zillow, 4/10
  • 40. Zillow’s Mobile Future Source: Zillow, August, 2009 “ There is a future where the majority of Zillow usage will come from a mobile device. Quite literally, launching this app has changed the way we are thinking about the future of our business and how people will get their real estate information.” --Amy Bohutinsky, VP Zillow
  • 41. Mobile Marketing & ROI
  • 42. The Paradox of Choice
  • 43. How to Think about Mobile
    • It’s real; user base is already large
    • Mobile buyers on the go are “actively looking”
    • Leads can potentially be better
    • Mobile not a “stand alone channel,” use in tandem with online + print – extends reach of other media; think about integration
    • Enables immediate response/action from buyers
  • 44.
    • Mobile Search (already doing SEO/PPC?)
    • Display & Rich Media (mobile Web, in-app, video)
    • Branded app (publisher, broker, maybe agent)
    • Listings (classifieds)
    • Do nothing: your data will make it into mobile (probably)
    What Are the Options?
  • 45. Google Mobile AdWords: Consumer
    • Pros : Online campaigns can carry into mobile easily (+ PPCall option); CTR & call through rates higher in mobile
    • Cons : Much more limited inventory
  • 46. Google Mobile AdWords: Marketer
    • Target carriers, devices, mobile only
  • 47.
    • At least 35 mobile “ad networks” operating in US market. The top ones are the following:
    • Google
    • Yahoo!
    • Microsoft
    • AdMob (Google, pending)
    • Quattro (Apple)
    • JumpTap
    • Millennial Media
    • AOL
    • Greystripe
    Top Mobile Ad Networks
  • 48. Sophisticated Targeting: Mobile ‘PRIZM’
  • 49. Facebook Targeting: Demo, Geo, Interest
    • Facebook allows multiple layers of targeting based on user registration, location and profile data
  • 50. Consumer Attitudes & Response
  • 51.
    • Nielsen:
    • 68% of mobile data users in US opposed to mobile Internet ads, even if those ads subsidize a portion of their bills.
    • Only 8% feel mobile ads are trustworthy
    • 87% are not open to mobile ads even if those ads are relevant to their interests
    Source: : Nielsen, Citibank 4/09; Opus Research, 3/09 (n=707 mobile phone users) Consumers Historically Hostile to Mobile Ads
  • 52. Source : eConsultancy 4/09 n=1,400 US adults “ I Hate Advertising on . . .” Numbers here are the lowest/most receptive I’ve seen based on survey data
  • 53. % AGREE Source: Opus Research/I2Go, 4/09, n=611 Mobile Internet Users More Receptive
  • 54.
    • Movie/event tickets (43%)
    • Weather information (39%)
    • Clearance/liquidation sales (37%)
    • Pizza (31%)
    • Clothes (30%)
    Source: 1020- Placecast, Harris Interactive, 7/09 (n=2,029 US adults) Interested in SMS Alerts/Offers 6. Fast food (27%) 7. Electronics (25%) 8. Music (24%) 9. Happy hour specials or bar and night night club offers (21%)
  • 55.
    • 38% of smartphone owners have taken action in response to mobile ads. Of that group:
      • 53% clicked on ads
      • 35% opted-in to receive more information/deal via email
      • 34% made purchase online or in-store
      • 32% opted-in to receive more information/deal via SMS
      • 24% made purchase via mobile
    • Response rates vary by campaign and method but are considerably higher than on PC Internet
    Source: Universal McCann/AOL Study: “Smart Phone, Smart Marketing” June, 2009 Smartphone Mobile Response Rates High
  • 56.
    • Mobile coupons redeemed at rates higher than traditional or online coupons:
    Source: Valassis/NCH, Cellfire, Inmar, Coupons.com, other industry sources ValPak indicated it was seeing 25% redemption rates earlier this year Comparing Coupon Redemption Rates
  • 57. In research conducted through the holiday season with three brands 65% of consumers that opted-in to follow a brand made a purchase as a result of receiving messages based on place and time. -- 1020 Placecast re ShopAlerts (3/10) Conversion for Opt-in SMS Campaigns
  • 58. Respondents Mobile N = 47,658 Online N = 513,973 Source: InsightExpress, 2009 Mobile Display Outperforms Online InsightExpress campaign data
  • 59. Not ‘Why?’ but ‘When’ & ‘What’
    • The question is not “why mobile?” but “when mobile?”
    • Strategy/tactics: what’s the right approach?
    • Mobile should be considered along with other campaigns
    • Publishers and channels you already work with and content you generate already being distributed in mobile
    • Your prospects and customers are using the mobile Internet, shouldn’t you?
    “ Ask your doctor, use only as directed”
  • 60.
    • Greg Sterling greg [email_address] com
    • Twitter.com/gsterling
    Follow or Contact Me
  • 61. Questions?