From Smartphones to TabletsJon MewDirector of Mobile and Operationsjon@iabuk.net@jonmewiabuk.net/contact
Agenda• Consumer usage• Advertising• How brands are using devicesiabuk.net/contact
Agenda• Consumer usage• Advertising• How brands are using devicesiabuk.net/contact
AM – Mobile use evolves through day• Finance/banking (20%)• First choice (29%)              Morning              Rush     ...
PM – Mobile use evolves through day                                                                      •   Careers (10%)...
50% of tablet uses are after 7pm                  35%                                                          Day in the ...
Tablets can have more impact than                 mobilehttp://www.youtube.com/watch?v=GyWc-hhfYBk
iPad growth rate is phenomenal                                                                 Cumulative Units Sold      ...
3 key trends emerging for tablets    Dual Screening                                      Entertainment                  Re...
Tablet owners prefer to search on tablets                                       Desktop/Laptop                            ...
Dual / Triple screening is growing rapidly                   iabuk.net/contacthttp://www.iabuk.net/research/library/euro-2...
Agenda• Consumer usage• Advertising• How brands are using devicesiabuk.net/contact
2011 total mobile ad spend breakdownSource: IAB / PwC mobile ad spend survey 2011
UK Mobile adspend starts to outpace online                                                                                ...
Share of paid search clicks is increasing               rapidly   25%                                     actual   project...
Agenda• Consumer usage• Advertising• How brands are using devicesiabuk.net/contact
Forward-thinking brands are thinking holisticallySource: GfK/IAB Mojo Study. E2. How have you used your mobile / smartphon...
Google – Coke Re Briefiabuk.net/contact
IAB – Creative Showcase winneriabuk.net/contact
Thanksjon@iabuk.net  @jonmew
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Mic 2012 jon_mew

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Presentatie Jon Mew op Mobile Inspiration Conference 2012

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  • We know when mobile and desktops are used but it’s really interesting looking at how
  • One way tablets differ from mobile is the impact they can have which I think this video sums up nicely
  • And I think a big reason for this is it is so unprecedented. The iphone set records – and blew out the water anything apple had done before.The Ipad does the same all over again.
  • Well people that own tablets actually pick their tablet as their favourite device to search on. So there is a desire to do it
  • And the numbers actually doing it are becoming significant – very quicklyThis is a report from latitude who produce an excellent quarterly mobile reportThis looks at share of paid search clicks from their campaigns.As an aside if you needed any proof about mobile search – it wont be far off a quarter of clicks by the end of this yearTablets as well are strating to generate a significant share of search clicks
  • Mic 2012 jon_mew

    1. 1. From Smartphones to TabletsJon MewDirector of Mobile and Operationsjon@iabuk.net@jonmewiabuk.net/contact
    2. 2. Agenda• Consumer usage• Advertising• How brands are using devicesiabuk.net/contact
    3. 3. Agenda• Consumer usage• Advertising• How brands are using devicesiabuk.net/contact
    4. 4. AM – Mobile use evolves through day• Finance/banking (20%)• First choice (29%) Morning Rush Breakfast Slot• News/weather (29%), and traffic/travel (13%)• First choice (34%) Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days
    5. 5. PM – Mobile use evolves through day • Careers (10%), search (19%), and• Social media (41%), music/radio (17%) news/weather (23%)• Bored (32%), time saving (25%) • Only way to access (19%), private (17%) Me time Lunch Break Feet Up Out & About• entertainment (26%), games (25%), sport • maps (13%), directories/classifieds (12%) (20%) and shopping (18%) and search (20%)• Instead of PC(21%), time saving (27%) • Prompted by other media (13%) Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days
    6. 6. 50% of tablet uses are after 7pm 35% Day in the Life of Device Usage - Weekday 30% 25% 20%% interactions 15% 10% Desktop 5% Mobile 0% Tablet Night Time 1- Early Morning 7- Late morning Early Afternoon 4- Early Late Evening 3am Morning 4- 9am 10am-12am Afternoon 6pm Evening 7- 10-12pm 6am 1pm-3pm 9pm Source: IAB Three Device Lives: Tablets in context
    7. 7. Tablets can have more impact than mobilehttp://www.youtube.com/watch?v=GyWc-hhfYBk
    8. 8. iPad growth rate is phenomenal Cumulative Units Sold 60000 iPad iPhone iPod Cumulative total units sold (thousands) 45000 NL: 15% access internet via tablet** 30000 EU: 8% 15000 0 1 2 3 4 5 6 7 Quarters after launchSource: Asymco ** IAB Mediascope 2012
    9. 9. 3 key trends emerging for tablets Dual Screening Entertainment Retail 51% PC, 29% Tablet usage with Tablet, TV 49% 35% 2:56 Mobile Mobile, usage 22% with TV Which of your 33% devices best 2:12 Laptop / allows you to be desktop entertained? usage with TVSource: IAB Three Device Lives: Tablets in context / IAB Mojo Study
    10. 10. Tablet owners prefer to search on tablets Desktop/Laptop Smartphone/Mobile PC+SP Users 51% 49% T+PC+SP Desktop/Laptop Smartphone/Mobile Tablet Users 36% 22% 42%Source: IAB Three Device Lives: Tablets in context N.B. Smartphone sample not asked Tablet option
    11. 11. Dual / Triple screening is growing rapidly iabuk.net/contacthttp://www.iabuk.net/research/library/euro-2012-exploring-sports-fan-media-consumption
    12. 12. Agenda• Consumer usage• Advertising• How brands are using devicesiabuk.net/contact
    13. 13. 2011 total mobile ad spend breakdownSource: IAB / PwC mobile ad spend survey 2011
    14. 14. UK Mobile adspend starts to outpace online 1200.00 Online adspend Mobile adspend £962 1000.00 £825m 800.00 £727 600.00 £449 £465m 400.00 £203.2m £153m £197m 200.00 £166m £28.6m £51m £83.0m £19m £37.6m 0.00 1998 1999 2000 2001 2002 2003 2004 2008 2009 2010 2011 2012? 2013? 2014?Source: IAB / PWC Adspend,Mobile Estimates: First Partner 2011
    15. 15. Share of paid search clicks is increasing rapidly 25% actual projection 20% Mobile Click Share 15% Tablet 10% Click Share 5% 0%Source: Latitude digital marketing
    16. 16. Agenda• Consumer usage• Advertising• How brands are using devicesiabuk.net/contact
    17. 17. Forward-thinking brands are thinking holisticallySource: GfK/IAB Mojo Study. E2. How have you used your mobile / smartphone to aid your shopping trip?E3. What were you shopping for when you used your mobile /smartphone to ... - Scan products to find out more information about the item
    18. 18. Google – Coke Re Briefiabuk.net/contact
    19. 19. IAB – Creative Showcase winneriabuk.net/contact
    20. 20. Thanksjon@iabuk.net @jonmew
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