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Relatorio de tendencias de mobile da WSI
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Relatorio de tendencias de mobile da WSI

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Apresentação sobre as tendencias da internet com Smartfone (mobile) da WSI Agencia Online

Apresentação sobre as tendencias da internet com Smartfone (mobile) da WSI Agencia Online

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Relatorio de tendencias de mobile da WSI Relatorio de tendencias de mobile da WSI Document Transcript

  • TABLE OF CONTENTS Executive Summary 2 Mobile Phone Users 3 Mobile Web Browsing 4 New Media Channels 5 Importance of Mobile 6 Advertising Spending 7 Location-Based Services 9 Location-Based Ads 10 Mobile Social Media 11 QR Codes (2D Barcode) 12 M-Commerce 13 Mobile Apps 14 About WSI 16Source of all statistics:
  • MOBILE MARKETING Executive Summary Mobile Marketing is Changing the Face of Digital Media The world of digital media is shifting again, and the next big contender is mobile marketing. The concept of “mobile marketing” involves several techniques, such as mobile websites, social location marketing, SMS and MMS marketing, mobile advertising and mobile apps. As the use of smartphones and tablets continues to rise, more people are accessing online information on their handheld devices. This provides marketers with an exciting opportunity to expand the reach of their messages to the palm of their audience’s hands. According to eMarketer, worldwide companies are currently using mobile marketing to build customer engagement by creating applications (28%), increasing dialogue with customers (23%), implementing m- commerce (15%) and location-based marketing (11%). About half of all respondents said they are planning to execute the above mentioned strategies within 2011. Mobile technology is developing a strong presence in people’s lives transforming the way companies communicate with their target audience. Gone are the days when advertising was a one-way messaging strategy. Today, digital media provides new channels of two-way communication, and this paradigm shift is evident in the way marketers are spending their advertising dollars. This Mobile Marketing Trends Report is a brief synopsis of current mobile trends as well as projections for the next few years. Specifically, the report covers mobile phone usage, mobile web browsing, mobile ad spending, location-based services, mobile social media, QR codes, m-commerce and mobile apps. For more information about WSI’s mobile marketing services, please contact your local WSI Consultant.Copyright ©2011 by Research and Management Page 2 WSI Mobile Marketing Trends Report 2011
  • MOBILE MARKETING Mobile Phone UsersMobile Phone UsageContinues to Increase By the end of this year, 3.82 billion people will become mobile phone users (consuming 55.2% of the world’s entire population) In 2012, worldwide mobile phone users will increase to 4.11 billion (58.7% of the total population) The mobile population will increase again in 2013 and 2014 to 4.38 and 4.61 billion respectively By 2015, 67.4% of the world’s population will have a mobile phone (4.85 billion people)Worldwide Mobile PhoneUsage by Region Europe and North America dominate in terms of mobile user penetration in their individual regions (74.3% and 74.0% in 2011 respectively) Meanwhile, in Latin America 63.4% of the region’s population are mobile phone users (2011) All regions will see an increase in mobile phone user penetration over the next few yearsCopyright ©2011 by Research and Management Page 3 WSI Mobile Marketing Trends Report 2011
  • MOBILE MARKETING Mobile Web BrowsingMobile Web BrowsingWill Rise in Popularity According to eMarketer, 7% of Internet users consider their mobile phones as their favorite device for accessing the web By 2012, this number will increase by more than double to 18% Currently, 2% of Internet users consider their tablets as a favorite web accessing device, but in just one year, this number will increase to 19% Interesting, PCs/laptops will decrease in popularity as a web accessing device next year (from 79% to 42%)Mobile Internet TrafficDoubled In One Year In June 2010, 2.03% of total Internet traffic worldwide came from a mobile device In June 2011, mobile web browsing made up 5.02% of total Internet traffic worldwide Mobile web browsing has steadily increased each quarter over 2010-2011, a trend that indicates a continual increase into next yearCopyright ©2011 by Research and Management Page 4 WSI Mobile Marketing Trends Report 2011
  • MOBILE MARKETING New Media ChannelsMarketers Are EvaluatingSeveral Mobile and SocialOpportunities Marketing executives around the world are evaluating several new media channels, including social and mobile technologies 61% of respondents are considering social media and online communities, while 39% are evaluating Internet media channels as potential new tools Meanwhile, 39% of marketers are evaluating whether mobile relationship marketing could fit in their strategy Almost a quarter of all respondents (24%) are considering the opportunity of developing a mobile website The same number of respondents (24%) are evaluating the idea of mobile app development Location-based advertising is being considered by 18% of worldwide marketers as a possible strategy to implement Other strategies that are being evaluated include: point-of-sale messaging, online video segment syndication and affinity network group formationCopyright ©2011 by Research and Management Page 5 WSI Mobile Marketing Trends Report 2011
  • MOBILE MARKETING Importance of MobileHalf of WorldwideCompanies Will ProvideMobile Customer Service 27.8% of companies around the world currently provide customer service via mobile devices Meanwhile, 12.8% of worldwide companies admit they will enable this capability within the first 6 months of 2011 Another 8.3% of respondents will enable mobile customer service capabilities beyond the first 6- month period of 2011Mobile TechnologiesBecoming Important for2011 and 2012 89% of agencies and 77% of brand marketers agree that iPhone apps will be an important marketing technology for 2011 and 2012 72% of agencies and 42% of brand marketers said the same about location-based technology Android apps are considered important technologies to 70% and 52% of agencies and brand marketers respectivelyCopyright ©2011 by Research and Management Page 6 WSI Mobile Marketing Trends Report 2011
  • MOBILE MARKETING Advertising SpendingMobile Ad Revenues Setto Rise Year Over Year This year, mobile ad revenues worldwide will reach $3.37 billion and is expected to rise to $4.01 billion in 2012 By 2016, an estimated $7.51 billion will be spent on mobile advertising worldwideMobile Takes a LargerShare of Online Adspend As mobile advertising spending continues to increase, naturally mobile advertising will consume a larger share of the online adspend pie each year In 2011, 4.4% of total online advertising will be spent on mobile, and by 2016 this share will increase to 5.8%Mobile Adspend By Region Asia-Pacific and Japan are currently seeing the largest mobile adspend ($1.63 billion in 2011) In North America, $701.7 million will be spent on mobile advertising, while Europe will see mobile adspend reach $569.3 million by the end of this yearCopyright ©2011 by Research and Management Page 7 WSI Mobile Marketing Trends Report 2011
  • MOBILE MARKETING Advertising SpendingMobile Display andSearch Adspend Will Rise In 2010, SMS consumed most of the world’s total mobile ad revenues (34.8%), while display advertising made up 33.7% of total mobile adspend By 2015, mobile adspend will shift slightly in terms of format as display will consume 31.3% of total mobile adspend and mobile search takes a 25.7% share App store ad revenues will make up 12% of total mobile adspend, which is more than double the 5.5% it consumed in 2010Reasons Advertisers AreInvesting in Mobile Worldwide advertisers invest in mobile because more consumers have access to smartphones (according to 78% of respondents) The ability to target certain demographics based on devices is another reason advertisers use mobile (according to 61%) 42% of advertisers admit that the attractive ad formats is the reason they invest in mobileCopyright ©2011 by Research and Management Page 8 WSI Mobile Marketing Trends Report 2011
  • MOBILE MARKETING Location-Based ServicesMobile Internet Users AreOn Their Devices While inPublic Places or Traveling Recent studies show that 23% of mobile Internet users worldwide use their devices while traveling or roaming On the other hand, 27% of mobile web browsers use their phones in public places, while 17% use their devices at work Since more than half of all mobile Internet users are on their devices outside of their homes, marketers have an opportunity to leverage location-based servicesPopular Location-BasedSocial Networks Britekite is ranked as the most popular location-based social network with 5.9 million registered users as of 2010 With 4.0 million registered users, Loopt is considered the world’s 2nd most popular social location network Foursquare had 3.6 million users as of 2010, making it the 4th most popular social location networkCopyright ©2011 by Research and Management Page 9 WSI Mobile Marketing Trends Report 2011
  • MOBILE MARKETING Location-Based AdsLocation-Based AdRevenues Are Expected toSoar by 2015 In 2008, only $86 million of total mobile ad revenues was allocated toward location-based advertising (10% share) Last year, location-based ad revenues increased to $588 million, consuming 18.5% of total mobile ad revenues By 2015, marketers are expected to spend $6.2 billion on location- based advertising (35% share of total mobile ad revenues)A Third of Mobile PhoneUsers Show Interest inLocation-Based Ads According to a study conducted by Oracle and released by eMarketer, 33% of mobile phone users worldwide admit they would like to receive relevant content based on their location 23% of respondents are still unsure about how they feel regarding this capabilityCopyright ©2011 by Research and Management Page 10 WSI Mobile Marketing Trends Report 2011
  • MOBILE MARKETING Mobile Social MediaSmartphone Users AreVisiting Mobile SocialMedia Sites Daily 56% of Apple users access social media sites on their mobile devices on a daily basis Meanwhile 52% of Android phone users visit social media sites on their mobile phones dailyPopular Social MediaActivities Conducted on aMobile Device 63% of mobile social media users worldwide send messages to their friends using their devices 62% check their friends’ social media statuses, while 57% update their own statuses using a device Looking at photos or videos is a popular mobile social media activity according to 40% of users Checking in their location was deemed popular to 9% of users Interestingly, 17% admitted location check-ins is something they would like to do, providing an opportunity for businesses to leverage location-based servicesCopyright ©2011 by Research and Management Page 11 WSI Mobile Marketing Trends Report 2011
  • MOBILE MARKETING QR Codes (2D Barcodes)Worldwide MobileBarcode Scanning Grows More worldwide mobile phone users are scanning QR codes (also known as 2D barcodes) in 2011 compared to last year In Q2 2010, mobile barcode scanning around the world reached an index of 194 This number increased significantly in just one year to 1,143 index by Q2 2011Demographic Profile of aMobile Phone User WhoScans Barcodes When it comes to the profile of those who scan QR codes, 40% are female while 60% are male 33% of barcode scanners are between the ages of 25-34, and 30% are between 35-44 QR code scanners within the 18-24 age bracket make up 18% of all phone users who scan barcodes In terms of income, 41% of QR code scanners make under $50K a year, while 34% make anywhere between $50K-$100KCopyright ©2011 by Research and Management Page 12 WSI Mobile Marketing Trends Report 2011
  • MOBILE MARKETING M-CommerceMore People WorldwideAre Making Payments onTheir Mobile Devices In 2011, 104 million people worldwide made a mobile payment on their device In 2016, mobile payment users is expected to increase to 750 million peopleMobile PaymentTransactions Will Increase This year, $150 billion will be transmitted through mobile payment transactions worldwide Experts predict that by 2016, mobile payment transactions will increase to $556 billionMobile Payment ValuesWorldwide by Region Europe, Middle East and Africa take a 40% share of total mobile payment transaction values worldwide ($99 billion in 2011) Mobile payments in Asia-Pacific will reach $84 billion this year, while North American mobile payments will reach $59 billion Copyright ©2011 by Research and Management Page 13 WSI Mobile Marketing Trends Report 2011
  • MOBILE MARKETING Mobile AppsMore Mobile Apps Will BeDownloaded by 2015 Last year, mobile app downloads worldwide reached 10.7 billion, but this number is projected to increase as smartphone apps grow in popularity By 2015, mobile app downloads are expected to reach approximately 182.7 billionHow Mobile App UsersLearn About New Apps 53.0% of mobile app users worldwide said they discover apps by searching online 21.6% said they learn about new apps in the app stores, while 8.8% discover apps through recommendations made by their friends 7.3% of respondents learn about apps through mobile advertising, and 5.8% discover new apps via social media Other ways that mobile app users worldwide discover apps include newsletters and TV (2.0% and 1.6% respectively)Copyright ©2011 by Research and Management Page 14 WSI Mobile Marketing Trends Report 2011
  • MOBILE MARKETING Mobile AppsTypes of Apps ThatPeople Find Most Useful 65.7% of worldwide app users find that games are most useful for them to download, while 64.3% said the same for social networking apps Apps that provide entertainment were deemed most useful to 55.3% of worldwide app users Meanwhile, instant messaging/SMS apps are considered useful to 49% of users worldwide Other useful apps mentioned in the study include: music, security, news, weather, travel and shopping appsHow Often People UseApps From Brands 6.6% of app users worldwide said they use apps provided to them by brands “very often” On the other hand, 22.4% said they use brand-provided apps “often” 27.2% of app users said they use apps from brands at a frequency that is no difference from other apps they have downloadedCopyright ©2011 by Research and Management Page 15 WSI Mobile Marketing Trends Report 2011
  • ABOUT WSIWSI leads the global Internet industry offering best of breed digital marketing solutions tosuit the needs of multiple industries. The company has the world’s largest InternetConsultants’ network across 80 countries with its head office in Toronto, Canada. WSIConsultants have helped thousands of businesses realize their online marketing potential. Byusing innovative Internet technologies and advanced digital marketing strategies, businessescan have a WSI Digital Marketing Plan tailored to their individual needs to elevate theirInternet presence and profitability to new levels. With the support and cooperation of itscustomers, franchise network, employees, suppliers and charitable organizations, WSI aimsto help make child poverty history through its global outreach program(www.makechildpovertyhistory.org). For more information about WSI’s offerings andbusiness opportunities, please visit our website at www.wsiworld.com.The information herein is the property of Research and Management Corporate (RAM). EachWSI franchise office is an independently owned and operated business. ©2011 RAM. All rights reserved.