5. WHAT IS A SMARTPHONE?
• We define a smartphone as a mobile device that in addition to performing
basic phone functions (voice calls / SMS / contact database…) :
• runs on an operating system;
• has Internet / email access;
• provides a standardized interface and platform for application
developers;
• supports advanced digital functions like music, video, gaming, pictures,
browsing, and messaging (some support navigation + mobileTV).
• Over time, the term ‘smartphone’ will likely be replaced by something like
‘mobile device’ as more types of devices will increasingly have more features
(from talk to game play to remote control…) and will run on multiple types
of networks. Smartphone / notebook / netbook…feature sets will continue
to evolve / blur.
dinsdag 16 november 2010
15. A clash of cultures?
parents regard new technology as an educational tool while
children regard it as a medium of entertainment and connectivity
dinsdag 16 november 2010
16. 95% feel that the internet and computers are important to them
dinsdag 16 november 2010
17. just over a third of the kids believe they learn new things faster
than their parents
dinsdag 16 november 2010
18. 33% are able to use more devices at once than their parents
dinsdag 16 november 2010
19. 18% of 8-10 year-olds, 35% of 11-12 year-olds and
44% of 13-14 year-olds use gadgets more than their parents!
dinsdag 16 november 2010
20. fortunately: social media enhances rather than replaces
face-to-face contact and social interaction!
dinsdag 16 november 2010
21. 53% feel the internet improves their life by helping them talk to
their friends outside school
dinsdag 16 november 2010
22. 24% say the internet helps them make new friends
dinsdag 16 november 2010
23. Internet is used for: games, homework, watching video clips,
e-mail and listening to music
dinsdag 16 november 2010
26. TOPTRENDS IN MOBILE
1. Mobile is Here - and Growing Quickly
2. Mobile isTransactional
3. Apps are Where It’s At
4. Mobile Users are Social
5. Mobile Users are Diverse
6. Location, Location, Location
7. Mobile Ads,Applications and SMS
Drive Revenue
8. Businesses are Behind the Curve
9. Mobile In - and Out Of - the
Workplace
10.QR Codes Move West
11.Education!
dinsdag 16 november 2010
27. PEOPLE ARE USING MOBILE DEVICES FOR
MORETHAN JUST PHONE CALLS
Mobile is now even bigger than desktop use, and
data/video usage exceeds voice calls.
• 80% of the U.S. population will have a mobile phone by 2010.
• 35% of American adults are using their mobile devices for wireless
Internet access.
• The average iPhone user only spends 45% of his on-device time
making voice calls – the rest is spent browsing the web or using
applications.
• Video accounts for 69% of mobile data traffic.
Access to the web and applications via mobile is
growing and will soon be universal.
• Smartphone usage of both browser and applications has increased
more than 110% in the last year.
• By 2011, 99% of mobile phones will be data-capable devices – at
minimum they can do basics like sending and receiving SMS text
messages.
dinsdag 16 november 2010
28. APPS: DRIVING FORCE OF MOBILE ADOPTION
Mobile users are downloading tens of thousands of
mobile applications in many categories.
• The highest adoption is of functional applications
such as weather and maps (18 million and 17
million downloads respectively). The highest
growth (240%) is in social networking
applications.
• While online retail is still the lowest category, 3
million online retail applications have been
downloaded.
0
5
10
15
20
weather
maps
socialnetworking
search
news
sportinformationmovieinformationphoto-orvideosharingbankaccounts
onlineretail
April 2009
April 2010
Total number of applications downloaded
(in millions)
dinsdag 16 november 2010
29. MOBILE USERS STAY CONNECTED 24/7 ON
FACEBOOK ANDTWITTER
Access to and engagement with social networking tools
via mobile is exploding.
• 31% of smartphone users have accessed social
networks via mobile browser, up from 23% in
2009.
• 14.5 million mobile users downloaded a social
networking application to their mobile device as
of April 2010, up 240% from the prior year.
• Of Facebook’s 500m+ users, 100 million access
Facebook through their mobile devices.
• Mobile phone users are far more likely to use
Twitter (25%) than those who access the internet
solely from wired connections (8%).
dinsdag 16 november 2010
30. DAILY USAGE BREAKDOWN %
Source: morgan stanley
70%
15%
4%
2%3%3%3%
Voice Calls SMS
E-mail Music
Games Internet
Other
45%
14%
12%
10%
8%
9% 3%
traditional phone:
40 minuts a day
smartphone phone:
60 minuts a day
dinsdag 16 november 2010
31. SMARTPHONE =
DESKTOP INTERNET + MORE
• Personal – typically used by a single user, smartphones stay in your pocket during the day, and
charge on your nightstand during the night; 60% of users carry their phones with them at all times,
even when at home
• Powerful – high-end smartphones today have processing power = average PC 8 years ago. Fast /
dual-core CPU (600Mhz+) / large memory (8GB+) / 3D graphics / high-resolution screen becoming
standard
• Always Connected – always-on 3G / Wi-Fi connections give consumers Internet access anytime /
anywhere
• Location Aware – GPS / cellular location info provides context when searching / browsing on the
Internet
• Easy Payment / Authentication – soft-linked iTunes account / hard-wired mobile
identification number (MIN) to provide easy authentication for micropayments + Wi-Fi authorizations
• Apple iPhone / iTouch = Best example of personal + powerful + connected devices, with
enhanced ease of use from natural user interface
dinsdag 16 november 2010
32. 60% OF EDUCATIONAL APPS ARE
TARGETED PRE-SCHOOLERS
0%
20%
40%
60%
80%
1 to 25 26 to 50 51 to 75 76 to 100
Toddler / Preschool
Elementry
Middle school
High school
Adult
dinsdag 16 november 2010
33. ACTIVITY MAP:A DAY INTHE LIFE OFTWEENS
source: kids & media Design synthesis by Bernard King
dinsdag 16 november 2010
34. ACTIVITY MAP:A DAY INTHE LIFE OF A KID
source: kids & media Design synthesis by Bernard King
dinsdag 16 november 2010
45. SMARTPHONES FOR HELPLINES?
• Two main groups:
• kids who own a mobile (9+years)
• kids who are using (2-9 years)
• Goals:
• Reach children who need help
• Educate kids using ‘games’
• Marketing attention
• Fundraising?
dinsdag 16 november 2010
