TheTablet Revolution 11.7.11 by Grand Union UK

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TheTablet Revolution by Grand Union UK (july 2011)

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TheTablet Revolution 11.7.11 by Grand Union UK

  1. 1. The Tablet Revolution
  2. 2. “In 10 years there will be 50 billiondevices connected to the Internet” Hans Vestberg, CEO Ericcson
  3. 3. We’ve only just begun Third Wave Networked Everything Second Wave Networked Industries First Wave NetworkedConsumer Electronics
  4. 4. Some facts 1.8 billion Internet users worldwide I trillion web pages 12.2 billion videos viewed per month (US) 500 billion minutes per month spent on Facebook 247 billion e-mails per day (80% spam) 4.6 billion mobile phone users Mobile games revenue exceeded $6bn in 2010 Over 33 million iPhones sold 1 million iPads sold in the first 28 daysIn 2010 16m tablets were sold, in 2012 it will reach 85 million
  5. 5. Today 60% of Apple’srevenues are mobile. In 2008 it was 10%
  6. 6. Fastest ramping device everSource: Morgan Stanley 2011
  7. 7. Strong global demand....Asia 41%!Source: Morgan Stanley 2011
  8. 8. Europe 36% of tablet marketSource: Morgan Stanley 2011
  9. 9. Growth in mobile data Cisco Forecasts 6.3 Exabytes per Month of Video is predicted to account for over 50% of Mobile Data Traffic by 2015 all data usage in 2013Source: Cisco VNI 2011
  10. 10. 1% of world’s web traffic Apple’s ipad is responsible for 1% of the world’s web traffic, as well as 2.1% of web traffic in the U.S.Source: NetMarketShare 2011
  11. 11. 4% of all wi-fi traffic iPad users consume 400 percent as much Wi-Fi data on average as owners of Android handsets, iPhones, and iPod Touches.Source: Meraki 2011
  12. 12. ContextProfile/Usage Commerce UX Summary
  13. 13. US: Consumer ProfileSource: Morgan Stanley 2011
  14. 14. UK consumer profile 18-24 55+ 9% 20% 25-34 27% 45-54 19% 45-54 24%Source: You Gov 2011
  15. 15. Early Adopter 48% 37% 35% 35% 30% 26% Smartphones Portable game Portable media Netbooks eReaders Tablets players playersSource: You Gov 2011
  16. 16. Tablets are for contentSource: Morgan Stanley 2011
  17. 17. Disruptive versus other devicesSource: Morgan Stanley 2011
  18. 18. Content most popular apps Source: Morgan Stanley 2011
  19. 19. Download Frequency
  20. 20. Used alongside other media... 21% of their usage in terms of time is ‘lying in bed’Source: Nielsen 2011
  21. 21. ...or lying in bed! 70% of tablet users, use their tablets while watching television.Source: Nielsen 2011
  22. 22. ContextProfile/Usage Commerce UX Summary
  23. 23. iPad: Browsing and Buying The tablet’s portability and ease of use explains why consumers see them as ideal tools for researching products, browsing and purchasing. •59% agree that these devices would serve as an ideal tool to research products before making a final purchase. •More than half (56%) believe the tablet to be an ideal tool for browsing their favourite catalogues and retailers •49% thought the device would be ideal for purchasingSource: Real Value LLC 2010
  24. 24. Role in the purchase funnelSource: Real Value LLC 2010
  25. 25. Frequency of browsing Frequency of browsing or buying onlineSource: Real Value LLC 2010
  26. 26. Retail categoriesSource: Real Value LLC 2010
  27. 27. Quality of shopping experience The quality of the shopping experience The quality of the shopping experience vs a smartphoneSource: Real Value LLC 2010
  28. 28. B2C App: Finish LineFinish Line“Sales through the “We’ve Got It”program, where sales associated andcustomer service reps use web-enableddevices to find products for customersand arrange shipping directly to theirdoor, “are exploding, up 48% on a year toyear basis”Glenn Lyon, CEO, Finish Line
  29. 29. ContextProfile/Usage Commerce UX Summary
  30. 30. A Paradigm shiftDesktop Era Mobile Era Fixed Location Pull Pull & Push Search Relevance Social Contextual Dayparts Always On Information Entertainment
  31. 31. UX is Revolting “With its radically different approach, the iPhone is expected to cause a collective rethinking oneverything from hardware design and user interface to consumer expectations and media consumption.” Jakob Nielsen, June 2007
  32. 32. Mobile User ExperienceEmotional Physical Time Ergonomics Social Environment T Need Multi-sensory Emotion Multi-platform Push/Pull Social
  33. 33. Characteristics of Mobile UX Emotional Physical Time Ergonomics Environment Need/Value T Emotion Multi-sensory Push/Pull Multi-platform Social Shared
  34. 34. A Catalyst for Innovation
  35. 35. Mobile UX: Physical Ergonomics Dexterity, lap, standing up, walking. Environment Office, bar, travel, home, park, postcode. Physical Multi-sensoryMedia blended, other devices, other activities. Multi-platform AR, in-store, compare, buy, ship Shared Friends, colleagues, partner.
  36. 36. Characteristics of Mobile UX Time Daypart, amount of time, bandwidth. Need Entertain, Connect, Compare, Review.Emotional T Emotion State of mind, productive, escapist. Push/pull Consuming ,contributiig, distributing content . Social Update, status, review, report.
  37. 37. New User Journeys Ergonomics Time How/When will it be used? Dexterity, lap, standing up, walking. Daypart, amount of time, bandwidth. Environment Need Where/How will it be used? Office, bar, travel, home, park, postcode. Entertain, Connect, Compare, Review. Multi-sensory Is it a shared activity & how EmotionMedia blended, other devices, other activities. does it feel? State of mind, productive, escapist. Multi-platform What is the user looking to Push/pull AR, in-store, compare, buy, ship Consuming ,contributing, distributing content . do? Shared Social Friends, colleagues, partner. Is it connected and shared? Update, status, review, report.
  38. 38. Multi-Context Environment Multi Multi MultiChannel Platform Context
  39. 39. Tweetdeck
  40. 40. Flipboard
  41. 41. StumbleUpon
  42. 42. Blippar
  43. 43. A New Approach: Bentley Ergonomics Time How/When will it be used? Dexterity, lap, standing up, walking. Daypart, amount of time, bandwidth. Environment Need Where/How will it be used? Office, bar, travel, home, park, postcode. Entertain, Connect, Compare, Review. Multi-sensory Is it a shared activity & how EmotionMedia blended, other devices, other activities. does it feel? State of mind, productive, escapist. Multi-platform What is the user looking to Push/pull AR, in-store, compare, buy, ship Consuming ,contributing, distributing content . do? Shared Social Friends, colleagues, partner. Is it connected and shared? Update, status, review, report.
  44. 44. Bentley
  45. 45. Bentley
  46. 46. Bentley
  47. 47. Thank you

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