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Optimizing for a mobile-savvy customer

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By Esmee Williams, Vasantha Kostojohn and Julie Mumford …

By Esmee Williams, Vasantha Kostojohn and Julie Mumford
AllRecipes.com

Published in: Business

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  • Optimizing for a mobile-savvy customer Mobile traffic has more than doubled over the past year, accounting for 13% of overall web traffic (Source: StatCounter Global Stats). More consumers are turning to their mobile devices for instant access to information and resources to accomplish daily tasks and make purchase decisions. This shift in behavior offers brands an unprecedented opportunity to connect with their audiences at various touchpoints by evolving their marketing strategy and products for the multi-screen world and consumer-driven path to purchase.Mobile is the fastest growing technology used for meal planning and grocery shopping and Allrecipes, the world’s largest digital food brand, now takes a ‘mobile-first’ approach to connecting its community of 30 million home cooks with timely and relevant content and tools everywhere, anytime, regardless of devices.In this presentation, speakers from Allrecipes.com will share insights around:The overall view of the rapid growth/adoption of mobile devicesHow mobile devices are helping busy consumers streamline their daily tasks and purchasing decisionsSpecific data around mobile phones vs tablets and mobile sites vs appsThe shift in behavior of the Allrecipes’ community when it comes to meal planning and grocery shoppingHow Allrecipes approaches this new opportunity by designing consistent experiences across devices and screensAdvertising metrics for brands looking to connect with their target consumer at their exact point of need throughout the path to purchaseSpeakers:Esmee Williams, VP of Brand Marketing, Allrecipes.comVasantha Kostojohn, Senior Product Manager, Allrecipes.comJulie Mumford, Senior Business Analyst, Allrecipes.com
  • Five years ago, who would have imaginedthis small, 4 ounce device would turn our jobs as marketers upside down?Smartphones and tablets have changed how, what, when and where brands connect with their consumers – and how consumers connect with one another to form opinions and make purchase decisions.2012 was another milestone year in the life of mobile as continued innovation in hardware, software and device functionality – much of this work happening in our own backyard - lays the groundwork for the future of our industry. Smartphones and tablets are ushering in a new era of multi-platform media.
  • So how big is mobile? Presently 2 billion of the earth’s 7 billion citizens are now connected to the web. Mobile is a big part of this growth – what’s so remarkable is the transformation happening because of mobile in the least developed countries around the world. Many of these citizens are able to connect with information, people and brands for the first time.
  • To give you context to how fast mobile technology is changing how we connect with one another-- the world adopted smart phones and tablets 10 times faster than it embraced PCs in the 1980s, twice as fast as it logged into the Internet boom of the '90s, and 3 times faster than it joined social networks.
  • Shipments of mobile devices already exceed PCs, and at the current pace, the number of users (install base) for mobile will exceed PCs/laptops by mid-2014.There are almost 1.5 billion smartphones and tablets already being used by consumers.
  • In terms of time spent on the web – PCs/laptops still lead the pack. Global traffic from mobile devices now comprises17% of internet traffic – about 1 in 5 minutes. Mobile access is cannibalizing PC internet time – however the size of the total pie of time spent connected to the web is now larger so much of this web time spent is additive.Traditional access to the web via PCs is growing – but slowing to a single digit pace, whereas mobile is experiencing double digit growth.
  • In terms of the number of devices, Smartphones are growing fastest. This year, nearly 1 billion smartphones will ship worldwide, as compared to 200 million laptops, 170 million tablets and 150 million PCs
  • So smartphones are the clear winner in terms of consumer reach, but it’s important not to discount the power of the tablet. This chart from Adobe shows the % of total web page views by device type. Consumption of web content from tablets – about 8% of total web page views exceeds that of smartphones which is at 7%. The tablet’s form factor (larger screen, easier to type) makes it ideal for browsing and more involved transactions. Whether it be leisurely surfing the web, engaging with video, or shopping online, on average internet user views 70% more pages per visit when browsing with a tablet compared to a smartphone.
  • Let’s take a look at the demographics of who’s using these mobile devices. In the US, nearly half of US adults now own a smartphone, and 1 of four own tablets.Males are slightly more likely to own a smartphone vs. female, whereas women are 13% more likely to own a tablet.http://pewinternet.org/Reports/2012/Smartphone-Update-Sept-2012/Findings.aspxhttp://pewinternet.org/Reports/2012/Tablet-Ownership-August-2012/Findings.aspx
  • By age, we see that smartphone ownership is strongest among younger adults – with two-thirds of Millennials owning a smartphone. Adoption rates taper off by age, with only 1 of 10 seniors ages 64+ owning a Smartphone.Tablets skew a bit older, we find the greatest adoption rate is among Generation X-ers and Boomers with nearly 1 in three owning a tablet.
  • As a general rule, the higher a person’s household income, the more likely they are to own a smartphone or tablet.
  • Let’s take a look at what these folks are doing on their smartphones. In general, Smartphone are often ‘on the go’ when they are using their devices, then tend to be very task oriented but they also use their phones to snack on mobile content to fill in ‘gaps’ in their day. For tasks – to no surprise, we spend lots of time on email, directions, news, searching for answers to our questions, looking up product information, etc.For snacks – it’s really about staying connected with friends and family on social networks as well as playing games.
  • Tablets are more of a couch and pillow device. These are devices owners use most often at home when they have larger chunks of time to spend with media .Top tasks include reading news and entertainment – with nearly 4 out of 5 owners. Video viewership is more popular on tablets than phones (29% more popular) as well as shopping. Nearly two-thirds of tablet owners are purchasing products and services on their devices, vs. less than half of smartphone owners.
  • When speaking about mobile commerce, it’s important to distinguish between Mobile Commerce – which is the use of a mobile device to gather information when shopping – comparative prices, reviews, product information, store location, etc. and Mobile E-Commerce – which is ordering goods and services directly from a mobile website via a mobile device.
  • When thinking about devices or ‘screens’ – it’s typically not a this or that ‘world’. Most consumers own more than one screen. Whether it be a PC and tablet, or tablet or smartphone or PC and smartphone. The 90% of your consumers live in a multi-screen world – move between devices to accomplish tasks over time. 98% of these consumers are moving between devices on the same day.
  • Multi-screen consumer behavior is especially true with shopping. This data from Google shows that what the path to purchase typically looks like when it involves mobile devices. The most common path starts on a Smartphone (about 2/3rds of sessions) – this could be through email an ad, an article or search, about ¼ start on a PC and 1 in 10 start on a Tablet.It’s important as brands we not select between screens, but instead ensure we have a consistent, seamless experience presence across devices.
  • This multi-screen shopping experience has converted the sales funnel that we typically think about when structuring our marketing touchpoints – and converted it to more of a funnel cake. There is no longer a consistent linear pattern to how, when and where consumers seek information for idea gathering and decision making.
  • So given all of these change, what does a marketer need to do? In the simplest of words – we need to rethink everything that we do. In very general terms… We need to realize that the path to purchase is no longer linear. It involves multiple screens in no particular order. We must realize that the power within the marketing funnel has shifted to the consumer We must embrace that consumers lead increasingly digital lives – and adapt our products accordingly. We must ensure the answers and inspiration to our consumers purchasing needs are available across whatever screens or devices suit their needs. We must ensure the information centered on our products and services is always up to date and is highly discoverable through mobile search and/or mobile apps.Slide Image – Path to purchase.
  • Segue into Julie/V’s section by providing brief overview of Allrecipes
  • V to share background on our mobile products and platformsTalk about how our community is primarily busy, family-focused women who need immediate access to information on-the-goSegue into Julie’s portion – she will provide more detailed data around the AR community’s shift in behavior
  • Julie to share high-level data around AR community’s shift to mobileMobile visits to Allrecipes.com increased 218% in 2011 and today account for 1 of 3 visits. We expect this number to reach 50% this year.Julie makes joke here about Christmas/Back-to-school
  • Julie talks about how our mobile strategy is data-driven.
  • Allrecipes has become a ‘mobile-first’ company to mirror this shift in consumer behavior and the rapid shift to mobile devices for meal planning and grocery shoppingOverarching mobile strategy: Connect busy, family-focused home cooks with timely and relevant content everywhere, anytime, regardless of device/screen
  • Julie talks about how our mobile strategy is data-driven. Shares AR + industry data that helped shape redesigned m.dotOur research has shown that mobile is the fastest growing technology used for meal planning and grocery shopping as home cooks are leading increasingly busier lives and are turning to their mobile devices to streamline their daily tasks40% of Allrecipes home cooks own a smartphone (Source: 2012 Holiday Survey)44% of women with smartphones are using them more in the grocery store now compared to a year ago (Source: 2013 Trends Report)
  • V. Mention difference between .com & m.dot recipe page views
  • Data pointed to a need for a mobile website optimized for the busy family-focused home cook on the go. Relevance and utility were key.
  • V segues into more specific detail around m.dot productm.allrecipes.com offers utility and quality content for busy home cooks on-the-go:Full integration with recipe box and shopping list for seamless access anywhere, anytime,Most relevant content is top-loaded -- all about utility and completing a necessary task while on the goIntuitive checkbox UI for shopping list Swipe gesture to easily navigate through more related recipesM.dot was a top 3 finalist in the 2012 DigidayMobi Awards
  • Julie talks about how our mobile strategy is data-driven. Shares AR + industry data that helped shape Video Cookbook app for tablets.
  • Julie talks about how our mobile strategy is data-driven. Shares AR + industry data that helped shape Video Cookbook app for tablets.A compelling reason to build an app that will satisfy Allrecipes' users' curiosity for step-by-step meal preparation!Talk about “how to roast a turkey” flowing into video cookbook.
  • Julie talks about how our mobile strategy is data-driven. Shares AR + industry data that helped shape Video Cookbook app for tablets.A compelling reason to build an app that will satisfy Allrecipes' users' curiosity for step-by-step meal preparation!
  • Data and community feedback pointed to a need for a video resource for learning-on-the-go and while in the kitchen
  • V segues into more specific detail around Video Cookbook app for tabletsLive demo w/ iPad: revolutionized how-to cooking videos w/ synced directions/video playbackBack-up plan: Play this Win 8 Video Cookbook video -- http://www.youtube.com/watch?feature=player_embedded&v=ySjg0GePuKg
  • Julie talks about how our mobile strategy is data-driven. Shares AR + industry data that helped shape Video Cookbook app for tablets.A compelling reason to build an app that will satisfy Allrecipes' users' curiosity for step-by-step meal preparation!
  • Data and community feedback pointed to a need for a video resource for learning-on-the-go and while in the kitchen
  • V segues into more specific detail around Video Cookbook app for tabletsLive demo w/ iPad: revolutionized how-to cooking videos w/ synced directions/video playbackBack-up plan: Play this Win 8 Video Cookbook video -- http://www.youtube.com/watch?feature=player_embedded&v=ySjg0GePuKg
  • V to provide a high-level m.dot vs app strategy overview Should brands offer one or the other, or both? Why?Pro vs Con for eachM.Dot = deliver optimized content to broader mobile audienceApp = deliver specialized content for deeper engagement with target audience
  • V to provide brief take-awaysbefore Q&A portion
  • Transcript

    • 1. Esmee WilliamsVasantha Kostojohn Julie Mumford
    • 2. Global Reach 3
    • 3. Unprecedented Growth1980’s - 10X faster1990’s – 2X faster2000’s – 3X faster 4
    • 4. Mobile Eclipsing Desktop 1,500,000,000smartphones & tablets installed globally Mobile will eclipse desktop in 2014 5
    • 5. Mobile = 17% of Global Web TrafficAverage time spent per media (minutes per adult)2009 146 222012 173 82Growth +18% 272% Source: StatCounter Global Stats, Nov 2012; eMarketer 10/2012 6
    • 6. Greatest Market Penetration = Smartphones 900 million smartphoneswill be shipped this year worldwide 7
    • 7. For Pages Viewed, Tablets Trump Smartphones 8
    • 8. U.S. Mobile Penetration by Gender 45% of U.S. adults own smartphones 25% of U.S. adults own tablets 60% of U.S. consumers who own device 40 46% 45% 20 24% 27% 0 Smartphone Tablet Source: Pew Research, October 2012 9
    • 9. U.S. Mobile Penetration by Age Millennials GenX Boomers Seniors 65+Smartphone 66% 59% 34% 11%Tablet 25% 31% 27% 13% Source: Pew Research, October 2012 10
    • 10. % of U.S. Consumers who own device U.S. Mobile Penetration by HHI 68% 56% 47% 42% < $30K 35% $30-49K 32% 27% $50-74K $75K+ 10% Smartphone Tablet Source: Pew Research, October 2012 11
    • 11. Consumer Behavior - Smartphones +17% +35% Source: eMarketer, Keynote Competitive Research 2012 Mobile User Survey, Aug 2012 12
    • 12. Consumer Behaviors - Tablets +29% +15% Source: eMarketer, Keynote Competitive Research 2012 Mobile User Survey, Aug 2012 13
    • 13. M-Commerce vs. Mobile E-Commerce 14
    • 14. Sequential Screening Is Common& Typically Completed Within a Day Source: Google, "The New Multi-screen World: Understanding Cross-platform Consumer Behavior," Aug 2012 15
    • 15. Consumer Take a Multi-Device Approach to the Path To Purchase Source: Google, "The New Multi-screen World: Understanding Cross-platform Consumer Behavior," Aug 2012 16
    • 16. Goodbye Sales Funnel….. 17
    • 17. Mobile Offers Unprecedented Opportunity for Brands• Path to purchase ≠ linear• Power  consumers• Consumers  digital• Brands must havemobile presence by offeringvaluable, highly accessiblecontent across screens 18
    • 18. World’s #1 Digital Food Brand 18 Sites 38 #1 Top 10 17 23million¹monthly unique in U.S., Canada ranking³ million Countries among social app downloads— visitors—Top 100 ranked & Australia²; #2 in the UK sites, behind world’s most downloaded 12 Languages US site recipe apps 16 Apps Source: comScore Media Metrix, Nielsen @Plan 2012, Adobe Discover 19
    • 19. Allrecipes IS MobileConnect with consumers everywhere, any time 1 in 3 +96% Apps 18 visits to Allrecipes are in mobile page views mobile sites serving coming from mobile YOY—260% increase rank #1 23 countries in 12 devices1 for tablet page on iPhone, Android, languages views2 iPad, Kindle Fire and Win8 mobile devices3 17 million More than 42% 1.3 app downloads—the world’s most 50% of Allrecipes shoppers are using million downloaded recipe of Allrecipes smartphones to home cooks are apps4 shoppers are create and manage using Allrecipes accessing Allrecipes digital shopping mobile products from within the store lists1 daily2 Source: 1Allrecipes 2012 Trends Report; 2Adobe Site Catalyst; 3iTunes Store; 4Distimo 20
    • 20. Allrecipes Mobile Presence 21
    • 21. Growth of Allrecipes Mobile Users Allrecipes Mobile Visitors on the Rise 50% 40%% of Allrecipes Visitors 30% 20% 10% 0% Source: Omniture September 2011 to February 2013 22
    • 22. Growth of Allrecipes Mobile Users Smartphone and Tablet Visitors are on the Rise Tablets and Back-to-school also Smartphones were a drove an increase in popular Christmas gift! mobile device traffic.Allrecipes Visitors Smartphones Tablets Source: Omniture September 2011 to December 2012 23
    • 23. Growth of Allrecipes Mobile Users Allrecipes Traffic by Device and Time of Day 35% 30% Share of Daily Traffic - Page Views 25% 20% Tablet Desktop 15% Smartphone 10% 5% 0% Early Morning Early Morning Morning Morning Lunch Midday Early Dinner Early Evening Late Dinner Evening Midnight Midnight Source: Omniture September 2011 to February 2013 24
    • 24. Data Drives Mobile User Experience Mobile = fastest growing technology used for meal planning and grocery shopping Source: Allrecipes Holiday 2012 Trends Survey, Allrecipes 2013 Trends Report 25
    • 25. Data Drives Mobile User Experience 70% of mobile page views are Recipes Compared to: 42% of full-site page views are Recipes Source: Omniture September 2011 to February 2013 26
    • 26. Data Drives Mobile User Experience Shopping List Usage Adoption of Shopping List by Allrecipes Mobile Visitors Launch of m.allrecipes.com and integration of shopping lists with Dinner Spinner Free Source: Omniture September 2011 to February 2013 27
    • 27. Website Optimized for MobileComplete tasks on the go- Checkbox UI on ingredients- Swipe to see similar recipes- Recipe Box & Shopping List with you! 28
    • 28. Data Drives Tablet User Experience Allrecipes Visitors Increase Video Consumption 3.00% 2.50% Share of Allrecipes Page Views 2.00% 1.50% 1.00% 0.50% 0.00% Source: Omniture September 2011 to February 2013 29
    • 29. Data Drives Tablet User Experience Increase in Search Engine Referrals to Allrecipes with "How to" in the Keywords Mobile Desktop Tablet Allrecipes users looked forSearch Engine Referrals “how to” content 54x more often in July than September Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Source: Omniture September 2011 to December 2012 30
    • 30. Data Drives Tablet User Experience "How to" Videos Engage More Viewers Longer All Videos 100% Mark 75% Mark 50% Mark"How to" Video 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % of Allrecipes Viewing Audience Source: Omniture January 2013 31
    • 31. Tablets on the rise!Industry trends around tablet adoption-Tablet ownership doubled in 2012, according to ForresterResearch -19% of Americans over 18 own at least one tablet-Tablets = great form factor for multimedia -New and affordable tablets emerging on every platform: -Kindle Fire HD 8.9 -Google 4,7 & 10-inch tablets -Microsoft Surface -iPad Mini 32
    • 32. Video Cookbook 33
    • 33. Data Drives Tablet User Experience "How to" Videos Engage More Viewers Longer All Videos 100% Mark 75% Mark 50% Mark"How to" Video 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % of Allrecipes Viewing Audience Source: Omniture January 2013 34
    • 34. Tablets on the rise!Industry trends around tablet adoption-Tablet ownership doubled in 2012-Tablets = great form factor for multimedia -New and affordable tablets emerging on every platform: -Kindle Fire HD 8.9 -Google 4,7 & 10-inch tablets -Microsoft Surface -iPad Mini Source: Forrester Research 35
    • 35. Video Cookbook 36
    • 36. Mobile Website vs AppsMobile website = deliver optimized content to broader mobile audienceApp = deliver specialized content for deeper engagement with mobile audience Source: MDG Advertising 37
    • 37. Mobile Website vs Apps Source: Nielsen Smartphone Analytics 38
    • 38. Summary• Mobile is growing at an astounding rate • Device proliferation • Consumer behavior• Brands need to have a mobile presence • Mobile website = a good start to reach broader audience • Apps = more personal engagement 39
    • 39. 40