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marketing agency
• Access to M&C Saatchi’s resources
• Over 85 full-time mobile exp...
global reach =
localised knowledge
TABLETs
THE ADDICTIVE PILL?
In today’s episode…
1. How tablets are affecting consumer behaviour
2. Their growing importance to marketers
3. How tablet...
THE RISE OF THE TABLET
A massive and growing market
THE MOBILE TABLET ERA IS ONLY 3 YEARS OLD
It’s THE FASTEST GROWING
COMPUTING PLATFORM IN HISTORY
Source: Mary Meeker, KPCB
Tablet shipments expected
to continue growing
-
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,00...
Source: The Yankee Group, May 2013
Tablet shipments will grow from 233
million in 2013 to 1.094 billion in
2017, growing a...
BUT WHAT IS A TABLET ANYWAY?
THE TABLET IS BECOMING HARD TO DEFINE
• A touch screen laptop
without the keyboard?
• A big smartphone with
no network
cap...
PLATFORMS ARE CONVERGING
Ubuntu Edge Mac OS X / iOS
Mobile operators are
catering TO this demand too
2 distinct categories emerging?
7” tablets set to dominate market, but
still a place for 10” devices
0%
10%
20%
30%
40%
50%
60%
70%
80%
2011 2013 2017
<8"...
APPLE’S DOMINANCE
Apple still dominates tablet shipments
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,0...
Source: IDC, May 2013
Apple has seen its iPad shipments
grow by 247.5% over the last year
alone
Source: IDC, May 2013
However,Apple’s market share has
declined from 58% of shipments in Q1
2012 to 40% in Q1 2013…
THE RISE OF THE TABLET
• Tablets have not been around long, but are
making a huge impact
• There are two categories emergi...
TABLET DISRUPTION
THERE ARE 3 AREAS OF significant DISRUPTION
Content
consumption
M-Commerce Social
CONTENT CONSUMPTION
TABLETS ARE TAKING ATTENTION
FROM OTHER DEVICES…
37%
use their desktop
computer less
35%
use their laptop less
12%
use the...
…AND ADDING NEW LAYERS
Source: BBC, UK
43% of tablet owners
say that they watch more
TV now than they did five
years ago
8...
Consumers more likely to watch mobile
video on tablet than smartphone
Source: Adobe, April 2013
iPLAYER MOBILE TRAFFIC NOW
COMES mostly from TABLETS
Source: BBC
Tablets overtaking
smartphones in web traffic
Source: Adobe, March 2013
MANY APPS CATER FOR content CONSUMPTION
The Guardian Flipboard
M-COMMERCE
TABLET COMMERCE IS increasing AS A
PROPORTION OF ECOMMERCE
Source: eMarketer, April 2013
Tablet commerce sales
far outpacing smartphones
5.45
13.86
24.00
34.33
46.44
61.06
24.32
0.00
10.00
20.00
30.00
40.00
50.0...
TABLETS ARE THE PERFECT SHOPPING
TOOL (WHEN BRANDS DO IT RIGHT)
• Tablets will drive 65% of mobile
commerce sales in 2013 ...
iPad accounts for most mcommerce
Source: Adyen, 2013, US
retailers are not ALWAYS
catering to demand
8% of the UK’s top 50 retailers have optimised their sites for tablet devices
...
SOCIAL
THE GAP IS CLOSING BETWEEN
TABLETS AND OTHER DEVICES
Source: Mintel, April 2013
SOCIAL IS A HUGELY POPULAR
ACTIVITY FOR TABLET OWNERS
• 57% state they like to use
their tablet for
social/sharing service...
CONTENT-BASED SOCIAL NETWORKS
PERFORM BETTER ON TABLETS
• Pinterest accounts for
48.2% of total sharing
on iPad
• Facebook...
Tablets IN RELATION
TO OTHER MEDIA
MULTI-SCREENING
There are four ways in which
consumers are multi-tasking
Content Grazing Spider-Webbing
Social Spider-Webbing Quantum
Sour...
IN THE INTERESTS OF Brutal SIMPLICITY
Parallel Simultaneous
Social Simultaneous Sequential
PARALLEL the common method
Simultaneous ADDS LAYERS
Social SIMULTANEUOS focused on sharing
& connecting AROUND CONTENT
SEQUENTIAL allows consumers
to achieve goals effectively
See TV ad Research Product Purchase Product
TABLET’S ROLE VARIES IN EACH INSTANCE
Parallel: Simultaneous:
Social Simultaneous: Quantum:
Often a
distraction
Adds layer...
IMPLICATIONS FOR MARKETERS
IT’s DIFFERENT TO A SMARTPHONE
IT’S NOT A LARGER SMARTPHONE!
Source: http://peopletakingpictureswithipads.tumblr.com/
OFTEN AN INCREMENTAL mobile DEVICE
Both
(5.3m)
Tablet
(7.5m)
Smartphone
(23.1m)
Source: TGI 2013
BEHAVIOURSARE DIFFERENT
JUDGE YOUR TIMING CAREFULLY
Source: Flurry, Sept 2012
It’s NOT AS PERSONAL A DEVICE
59% of tablet owners share their device
49% with their spouse/partner,
22% with children,
9%...
THE Tablet IS THE WIZARD OF SCREENS
Source: Microsoft, Meet the Screens
Relationships still forming
The tablet is a constant source of amazement and wonder.
It shows awesome power, scope and ran...
PLAN AROUND TABLET ATTRIBUTES
For marketers, tablets are
flexible & nimble
Different strategies needed for TABLETS
• Don’t lump smartphones and tablets together
• Think about usage in home context ...
PEOPLE GETTING IT RIGHT
Axe GRAPHIC NOVEL
WIReD PUZZLE ADVERT
AMAZON WINDOW SHOP
CREATE SOMETHING WITH PAPER
SUMMARY
CONSIDER ALL STAGES FOR MAXIMUM IMPACT
1. Tablets are bigger and more disruptive than you may think
2. Consider tablet beh...
QUESTIONS?
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Tablets: The Addictive Pill?

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  • http://www.forbes.com/sites/chuckjones/2013/05/02/tablet-market-forecast-to-grow-almost-5x-by-2017/
  • http://www.forbes.com/sites/chuckjones/2013/05/02/tablet-market-forecast-to-grow-almost-5x-by-2017/
  • Ubuntu EDGE:Mobile operating system integrates with desktop, essentially allowing a consumer to carry desktop around in their pocketActs as an mobile OS until docked, when it can be used as a desktop computerMac OSX:Apple are now catering for mobile on the desktop, integrating key parts of iOS into OSX. Prime example is the creation of a Mac OSX App Store, Launchpad and the Notification Centre.
  • http://www.idc.com/getdoc.jsp?containerId=prUS24129713
  • http://www.idc.com/getdoc.jsp?containerId=prUS24093213
  • http://www.idc.com/getdoc.jsp?containerId=prUS24093213
  • http://www.idc.com/getdoc.jsp?containerId=prUS24093213
  • Some 43% of tablet owners say that they watch more TV now than they did five years ago. 83% say they use tablets alongside TV (UK)http://techcrunch.com/2013/03/26/bbc-study-confirms-tablets-growing-role-in-tv-consumption-but-also-that-tv-remains-supreme/
  • http://techcrunch.com/2013/03/26/bbc-study-confirms-tablets-growing-role-in-tv-consumption-but-also-that-tv-remains-supreme/
  • All mobile devices now account for more than 10% of all digital video starts combinedTablet viewing is however accelerating at a faster rate and is beginning to pull away from smartphonesTablet consumers are also far more likely to complete a video than viewers on a smartphone or PChttp://techcrunch.com/2013/04/09/mobile-video-views-up-300-in-2012-with-tablets-driving-the-charge-with-a-360-increase/
  • Of this web traffic the iPad dominates, accounting for 84.3% of tablet web traffic in June 2013 alonehttp://econsultancy.com/uk/blog/62307-tablets-now-account-for-more-web-traffic-than-smartphones-statshttp://gigaom.com/2013/07/23/the-ipad-accounted-for-84-3-percent-of-web-traffic-from-tablets-in-june/
  • Nearly one third (30%) of tablet owners in the US have made a purchase from their devicehttp://www.emarketer.com/newsroom/index.php/emarketer-tablets-smartphones-drive-mobile-commerce-record-heights/“The last part of the consumer journey is the purchase, and the tablet is becoming a favourite of consumers who buy online. The lean back nature of he tablet is more amenable to shopping than the lean in desktop and laptop. The ability to display product and integrate video and other personalization based on location makes it an ideal shopping tool. Some of the categories that thrive in a tablet commerce environment are clothes, music, toys, books and electronics. Also, major purchases like cars, homes and major appliances are studied and evaluated on this platform.For marketers who have a content strategy, the time is now to adapt it to your tablet strategy. It is imperative that your content is properly optimized or you will find yourself left out of consumers’ conversations and buying decision-making processes. Consumers’ use of tablets will change the game when it comes to how they interact with brands from discovery to evaluation to purchase. Marketers need to examine every aspect of their customer’s journey and make sure optimal tablet usage is at the forefront of their strategy.”http://www.cmswire.com/cms/customer-experience/six-ways-tablet-adoption-influences-content-and-commerce-021924.php?pageNum=2
  • http://socialtimes.com/tablets-drive-disproportionate-mobile-sales-emarketer-study-shows_b125057
  • http://www.adyen.com/wp-content/uploads/2013/06/Adyen-Mobile-Payment-Index-Q2-2013.pdf
  • http://www.marketingweek.co.uk/news/retailers-under-serving-lucrative-tablet-users/4007079.article
  • From Mintel:Key analysis: Within the internet-using population as a whole, smartphones are owned by almost twice as many consumers as own tablets. This means, naturally, the on the whole more consumers are likely to access social and sharing services through smartphones than through tablets. However, comparing the likelihood of device owners to access social and sharing services tells a somewhat different story. In July 2012 there was a 20 percentage-point difference between the proportion of smartphone owners likely to access social and sharing services through their devices, and the proportion of tablet owners likely to do so. That gap had halved a mere eight months later, to 10 percentage points in March 2013.This may well be down to opposing ends of the same force acting on the respective markets. Smartphone growth is now predominantly amongst older consumers – with younger markets saturated – and as penetration grows there the proportion of total owners likely to go on social networks through the devices will generally decrease. By comparison, ownership of tablets shot up dramatically over Christmas 2012, with a number of those gifts undoubtedly going to 16-24s who will engage heavily with the devices, but could not previously afford one. Greater ownership among this age range will naturally push up the proportion of total owners using social networks on the devices.As smartphone ownership gently percolates up through the remaining third of older consumers who have yet to acquire a device, and tablets continue to make gains amongst a set of consumers with wider ages, the average level of social network access from owners of the tablets will rise even as from smartphones it falls.
  • Grazing occurs when two or more screens are used simultaneously to access separate or unrelated contentWhile this behaviour is identified as ‘multi-tasking’, it tends to be the most habit-forming pathway, and likely closer to distraction behaviourThe high prevalence of entertainment activities suggests consumers are less concerned with getting things done and more interested in grabbing a quick moment of fun or escapeThe challenge for marketers trying to engage Content Grazing audiences lies in inserting themselves into this moment of distractionMarketers must either provide a quick snippet of content that satisfies this need or overcome short attention spans and encourage deeper engagement
  • Spider-webbing is where consumers view related content on two or more devices at the same timeCuriosity-led moment of deep engagement , where consumers seek information or content that compliments the primary screen experienceConsumers may face frustration at not being able to find supplementary content – can therefore subsequently abandon even the original content or activityFor marketers, there is an opportunity to distribute content thoughtfully, dispersing it along exploratory threads to encourage deeper exploration and to satisfy the consumer’s need to search
  • Content is the catalyst for this pathwayIt provides the spark that provokes consumers to connect to like-minded communities and add to the conversationOne-in-five consumers engage in social spider-webbing pathways while watching live events on TVBrands do continue to face challenges when integrating with socially generated content. Nevertheless, the opportunity to target audiences where they are likely to interact deeply and emotionally within communities is compelling
  • This is when consumers start an activity on one screen and finish it on another. This pathway is sequential and distinctly intent-based – as a result, ease and activity are paramountEfficiency is the dominant reason consumers take quantum pathways, with activities such as working, shopping and completing tasks coming to the forefront. This is the pathway consumers are most likely to start when at work or on-the-goWhile consumers expect consistent, cohesive experiences across screens, technology is often not seamless. Quantum paths can be chaotic and disjointed with clunky workarounds. Marketers should seek out partners who can help seed ideas on one screen for further exploration on another. Consumers should then be encouraged to move to the screen that best suit’s the marketer’s goal
  • ParallelSlightly more likely than the phone to be used when alone – takes more attention away from the momentOften used for intense activities such as gaming or video viewing – distraction from other screenCan deepen the enjoyment of entire situation – tablet + TV is often more enjoyable than TV aloneSimultaneousEven more likely to be used at home in the evening when others are presentAdds to the enjoyment of the overall activity – more so than the PC or smartphoneProvides key aspects of other devices – the softer connecting side and the deeper knowledge-seeking sideIdeal for finding more information Social SimultaneousHalfway between laptop and phone – more likely to be used when others are present than the laptop, but not as much as the phoneAdds more fun, closer connections and more engagement than other devices as it offers a tactile, immersive experienceNot as serious as laptop if more information is needed for key decisionsQuantumMainly used at homeProvides information and enrichment in a more pleasure-seeking state of mindWorks as a discovery tool
  • The tablet takes on many of the qualities of all the screens above Why the ‘wizard’?People feel tablets can do anythingIt can go anywhere and do anythingConsumers can watch it like a TV, connect to the Internet like a PC, and can speak or communicate through it like a phone
  • Tablets can take on the attributes of any screen at any timeMarketers need to be ready to adjust their message, tone and form quickly to resonate with what consumers are doing at any given timeWhether provoking action, providing information or letting consumers interact, marketing on a tablet should quickly adapt and reform to the immediate needs of the consumer
  • Unilever&apos;s Axe created its first-ever iAd for its scent that came with a for-her variant: AXE Anarchy.With the help of Brightline, Mindshare, and Razorfish, Axe launched a graphic novel specifically for the iPad.Banner ads without &quot;calls to action&quot; pulled consumers in — the click-through was 30 percent higher than benchmarks — and brought people to an app with videos, downloadable wallpapers, and graphic novels in PDF files.In the end, consumers watched 140,000 videos, downloaded more than 1,000 graphic novels and 3,500 wallpapers, and visited the iAd 90,000 times.Read more: http://www.businessinsider.com/10-most-innovative-tablet-campaigns-ever-2012-11?op=1#ixzz2cc9p2iBZ
  • Wired readers are problem solvers by nature. Thus, Qwest — a telecommunications service that offers high-end internet — teamed up with McKinney and The Studio at Conde Nast to create an ad that was really a puzzle. When tablet Wired readers swiped the ad, they were instructed to shake their iPads to make the words in the ad collapse.Using the accelerometer, &quot;The font rubble on the bottom of the screen would shift and fall as the reader rotated the device. Until at last, only 5 letters remained (TRENE) next to a form field prompting the reader to unscramble the letters. Puzzle champs typed ENTER into the field and hit SUBMIT to head to the Qwest page where their problem-solving services were outlined in detail.&quot; Read more: http://www.businessinsider.com/10-most-innovative-tablet-campaigns-ever-2012-11?op=1#ixzz2ccB6q2bZ
  • Tablets: The Addictive Pill?

    1. 1. WELCOME!
    2. 2. • The worlds largest specialist mobile marketing agency • Access to M&C Saatchi’s resources • Over 85 full-time mobile experts • Multi-award winning Full service specialist mobile agency
    3. 3. global reach = localised knowledge
    4. 4. TABLETs THE ADDICTIVE PILL?
    5. 5. In today’s episode… 1. How tablets are affecting consumer behaviour 2. Their growing importance to marketers 3. How tablets should form a key part of any marketing strategy 4. Case studies of brands doing it right
    6. 6. THE RISE OF THE TABLET
    7. 7. A massive and growing market
    8. 8. THE MOBILE TABLET ERA IS ONLY 3 YEARS OLD
    9. 9. It’s THE FASTEST GROWING COMPUTING PLATFORM IN HISTORY Source: Mary Meeker, KPCB
    10. 10. Tablet shipments expected to continue growing - 200,000,000 400,000,000 600,000,000 800,000,000 1,000,000,000 1,200,000,000 2013 2014 2015 2016 2017 Tablet shipments Source: The Yankee Group, May 2013
    11. 11. Source: The Yankee Group, May 2013 Tablet shipments will grow from 233 million in 2013 to 1.094 billion in 2017, growing at a CAGR of 36%
    12. 12. BUT WHAT IS A TABLET ANYWAY?
    13. 13. THE TABLET IS BECOMING HARD TO DEFINE • A touch screen laptop without the keyboard? • A big smartphone with no network capabilities? • A large one-piece device without a mouse
    14. 14. PLATFORMS ARE CONVERGING Ubuntu Edge Mac OS X / iOS
    15. 15. Mobile operators are catering TO this demand too
    16. 16. 2 distinct categories emerging?
    17. 17. 7” tablets set to dominate market, but still a place for 10” devices 0% 10% 20% 30% 40% 50% 60% 70% 80% 2011 2013 2017 <8" 8"-11" 11"> Source: IDC, May 2013
    18. 18. APPLE’S DOMINANCE
    19. 19. Apple still dominates tablet shipments - 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 16,000,000 18,000,000 20,000,000 Apple Samsung ASUS Amazon Microsoft Others Q1 2013 tablet shipments Source: IDC, May 2013
    20. 20. Source: IDC, May 2013 Apple has seen its iPad shipments grow by 247.5% over the last year alone
    21. 21. Source: IDC, May 2013 However,Apple’s market share has declined from 58% of shipments in Q1 2012 to 40% in Q1 2013…
    22. 22. THE RISE OF THE TABLET • Tablets have not been around long, but are making a huge impact • There are two categories emerging within tablets, but convergence could blur the lines • Apple dominates the market, but for how much longer?
    23. 23. TABLET DISRUPTION
    24. 24. THERE ARE 3 AREAS OF significant DISRUPTION Content consumption M-Commerce Social
    25. 25. CONTENT CONSUMPTION
    26. 26. TABLETS ARE TAKING ATTENTION FROM OTHER DEVICES… 37% use their desktop computer less 35% use their laptop less 12% use their smartphone less Source: Forrester, UK
    27. 27. …AND ADDING NEW LAYERS Source: BBC, UK 43% of tablet owners say that they watch more TV now than they did five years ago 83% say they use tablets alongside TV
    28. 28. Consumers more likely to watch mobile video on tablet than smartphone Source: Adobe, April 2013
    29. 29. iPLAYER MOBILE TRAFFIC NOW COMES mostly from TABLETS Source: BBC
    30. 30. Tablets overtaking smartphones in web traffic Source: Adobe, March 2013
    31. 31. MANY APPS CATER FOR content CONSUMPTION The Guardian Flipboard
    32. 32. M-COMMERCE
    33. 33. TABLET COMMERCE IS increasing AS A PROPORTION OF ECOMMERCE Source: eMarketer, April 2013
    34. 34. Tablet commerce sales far outpacing smartphones 5.45 13.86 24.00 34.33 46.44 61.06 24.32 0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00 2011' 2012' 2013' 2014' 2015' 2016' Tablet Smartphone US Retail Mcommerce Sales, by Device, 2011-2016 ($ billions) Source: eMarketer, Jan. 2013
    35. 35. TABLETS ARE THE PERFECT SHOPPING TOOL (WHEN BRANDS DO IT RIGHT) • Tablets will drive 65% of mobile commerce sales in 2013 in the US • By 2017, a quarter of digital sales will come from mobile devices, with three-quarters coming via tablets Source: eMarketer, April 2013
    36. 36. iPad accounts for most mcommerce Source: Adyen, 2013, US
    37. 37. retailers are not ALWAYS catering to demand 8% of the UK’s top 50 retailers have optimised their sites for tablet devices 48% of retailers who have a branded mobile application let consumers make purchases from within the app 4.4 hours each week browsing retailer websites by average UK tablet user Source: Marketing Week, June 2013
    38. 38. SOCIAL
    39. 39. THE GAP IS CLOSING BETWEEN TABLETS AND OTHER DEVICES Source: Mintel, April 2013
    40. 40. SOCIAL IS A HUGELY POPULAR ACTIVITY FOR TABLET OWNERS • 57% state they like to use their tablet for social/sharing services • 2nd most popular activity • 6th amongst PC users Source: Mintel, April 2013 (UK)
    41. 41. CONTENT-BASED SOCIAL NETWORKS PERFORM BETTER ON TABLETS • Pinterest accounts for 48.2% of total sharing on iPad • Facebook accounts for 66% of total sharing on iPhones Source: ShareThis
    42. 42. Tablets IN RELATION TO OTHER MEDIA
    43. 43. MULTI-SCREENING
    44. 44. There are four ways in which consumers are multi-tasking Content Grazing Spider-Webbing Social Spider-Webbing Quantum Source: Microsoft, Cross-Screen Engagement, May 2013
    45. 45. IN THE INTERESTS OF Brutal SIMPLICITY Parallel Simultaneous Social Simultaneous Sequential
    46. 46. PARALLEL the common method
    47. 47. Simultaneous ADDS LAYERS
    48. 48. Social SIMULTANEUOS focused on sharing & connecting AROUND CONTENT
    49. 49. SEQUENTIAL allows consumers to achieve goals effectively See TV ad Research Product Purchase Product
    50. 50. TABLET’S ROLE VARIES IN EACH INSTANCE Parallel: Simultaneous: Social Simultaneous: Quantum: Often a distraction Adds layers More likely to be used than a laptop Great discovery and browsing tool
    51. 51. IMPLICATIONS FOR MARKETERS
    52. 52. IT’s DIFFERENT TO A SMARTPHONE
    53. 53. IT’S NOT A LARGER SMARTPHONE! Source: http://peopletakingpictureswithipads.tumblr.com/
    54. 54. OFTEN AN INCREMENTAL mobile DEVICE Both (5.3m) Tablet (7.5m) Smartphone (23.1m) Source: TGI 2013
    55. 55. BEHAVIOURSARE DIFFERENT
    56. 56. JUDGE YOUR TIMING CAREFULLY Source: Flurry, Sept 2012
    57. 57. It’s NOT AS PERSONAL A DEVICE 59% of tablet owners share their device 49% with their spouse/partner, 22% with children, 9% with others Source: Forrester
    58. 58. THE Tablet IS THE WIZARD OF SCREENS Source: Microsoft, Meet the Screens
    59. 59. Relationships still forming The tablet is a constant source of amazement and wonder. It shows awesome power, scope and range The growth and capabilities of the tablet are exponential However, tablets are nascent in their development and consumers are still forming relationships with them Source: Microsoft, Meet the Screens
    60. 60. PLAN AROUND TABLET ATTRIBUTES
    61. 61. For marketers, tablets are flexible & nimble
    62. 62. Different strategies needed for TABLETS • Don’t lump smartphones and tablets together • Think about usage in home context - tablets aren’t actually that mobile • Make the experience immersive, especially for those researching and discovering brands and products • Extend ATL media such as adding new layers to TV content • Consider for harder to reach audiences who spend less time with TV and print
    63. 63. PEOPLE GETTING IT RIGHT
    64. 64. Axe GRAPHIC NOVEL
    65. 65. WIReD PUZZLE ADVERT
    66. 66. AMAZON WINDOW SHOP
    67. 67. CREATE SOMETHING WITH PAPER
    68. 68. SUMMARY
    69. 69. CONSIDER ALL STAGES FOR MAXIMUM IMPACT 1. Tablets are bigger and more disruptive than you may think 2. Consider tablet behaviours in relation to other media when planning. What modes are they in? 3. Play to the tablet’s strength – content, emersion etc. How is it different to a smartphone? Will tablet be an ‘addictive pill’ for your business in future?
    70. 70. QUESTIONS?
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