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Mobile pulse september 2013. Googles foredrag

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  • 1. Google Confidential and Proprietary Hva må til for å komme videre? Mobile first, status mobiltilpasset innhold, konsumer – trender og forventninger til tjenester. Mats Olavson, Industry Manager, Media Solutions matso@google.com
  • 2. Google Confidential and Proprietary Mobile First 01 Status i dag 02 Mobiltilpasset innhold i Norge 03 Hva må til? 04 Mobile & Purchase journey
  • 3. Google Confidential and Proprietary
  • 4. Google Confidential and Proprietary 01 Status i dag
  • 5. Google Confidential and Proprietary Source: Gartner Source: Morgan Stanley Research, April 2010 Global bruk av internett på mobil vil gå forbi bruk av internett på desktop i 2014
  • 6. Google Confidential and ProprietarySource: ipsos, 2013 DK 59% Smartphone Penetration SE 63% Smartphone Penetration FI 46% Smartphone Penetration NO 68% Smartphone Penetration
  • 7. Google Confidential and Proprietary Internettsesjoner fra mobil eller nettbrett mot desktop   64 % 36 % 0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 % jan..11 sep..11 jan..12 sep..12 jan..13 apr..13 Desktop Smarttelefon eller Nettbrett •  Source: TNS Gallup's InterBuss 2013: http://www.tns-gallup.no/arch/_img/9107350.pdf •  Google Connected Device Study
  • 8. Google Confidential and Proprietary 600+ Millioner klipp spilt på YouTube mobil hver dag 75% av YouTube brukerne på mobil, primært benytter kun denne plattformen Source: Cisco, 2013. IAB, Mobile Phone Video Diaries 2012 47% av YouTube brukerne på mobil, beskøker ikke YT fra desktop YouTube er den største spilleren for video på mobil.
  • 9. Google Confidential and Proprietary 02 Mobiltilpasset innhold i Norge
  • 10. Google Confidential and Proprietary I Norge ligger vi langt fremme…
  • 11. Google Confidential and Proprietary Men noen har skjønt det… Call to action Enkel navigering Lokasjonsbasert Store knapper Tilgang til webutgave
  • 12. Google Confidential and Proprietary Men noen har skjønt det… Call to action Enkel navigering Lokasjonsbasert Store knapper Tilgang til webutgave
  • 13. Google Confidential and Proprietary 03 Hva må til?
  • 14. Nå kundene på alle flater
  • 15. Tre måter å tilby en god brukeropplevelse på mobil Separate sites - Different URL, Different HTML •  Mobile site independent of desktop site. •  Browser detects if visitor is on a mobile device and redirects them to the mobile site. •  Mobile sites tailored to needs of mobile user. Dynamic serving - Same URL, Different HTML •  Server detects device type and presents custom page on same URL. •  Pages designed for any kind of device. •  Some code maintenance on a per device basis. Responsive Web Design - Same URL, Same HTML •  Optimises experiences across different screen sizes without creating multiple websites. •  Responds to screen size and orientation to adjust images, layout and content visibility. •  Uses touch-screen acts e.g. dragging, swiping. •  Easier for people to share links that work well.
  • 16. Google Confidential and Proprietary For informasjon om hvordan få websiten din til å fungere på alle plattformer: www.howtogomo.com I tillegg, sjekk ut: thinkwithgoogle.com/mobileplanet/no
  • 17. Google Confidential and Proprietary 04 Mobile & Purchase journey
  • 18. Google Confidential and Proprietary 1818 Google MPJ Region NACE
  • 19. Google Confidential and Proprietary 1919 Google MPJ Region NACE We surveyed smartphoners and non-smartphoners Q1: Age Base: Local population 18+ years Smartphone users Non-smartphone users % years Education % Middle/low High Middle/low High Who did we talk to?
  • 20. Google Confidential and Proprietary 2020 Google MPJ Region NACE How many are smartphoners? Q12: Do you currently use a smartphone? Base: Local population 18+ Q32: Which operating system do you have on your smartphones? Q26: What is the brand of your smartphones? Base: Local smartphone users 18+ Operating system use a smartphone and use on average Brand internet enabled devices Who are the smartphoners? 3
  • 21. Google Confidential and Proprietary 2121 Google MPJ Region NACE What about new smartphone owners? Q25N: For how long have you been using smartphones? Base: Local smartphone users 18+ Q32: Which operating system do you have on your smartphones? Q26: What is the brand of your smartphones? Base: Local smartphone users 18+ who are newbies Newbies: Operating system Newbies: Brand Who are the smartphoners?
  • 22. Google Confidential and Proprietary 2222 Google MPJ Region NACE When and where do smartphoners use their device to research for or purchase products? Q26: When do you usually shop or search for shopping information on your smartphone? Base: Purchasers in the last 12 months who use a smartphone Home In a store Public transport On the go Source: OMP, IPSOS, Q1/2013 % Do they use their smartphone while shopping?
  • 23. Google Confidential and Proprietary 2323 Google MPJ Region NACE How many smartphone researchers used search engines on their device? Q17: Did you use search engines on your smartphone? Base: Product purchasers in the last 12 months who use a smartphone and who performed mobile search at least for one product for their last purchase How do they shop for ...
  • 24. Google Confidential and Proprietary 2424 Google MPJ Region NACE What are the most influential sources of information on a smartphone? Ranking of mobile touch points 1 2 3 4 5 6 7 Q13-Q15: Which sources of information did you seek out to help you with [book/buy product]? Base: Product purchasers in the last 12 months How do they shop for ...
  • 25. Google Confidential and Proprietary 2525 Google MPJ Region NACE Do smartphoners do multiscreening when researching for product information? Q23: Did you use more than one device to research? Q24: Did you watch TV and look simultaneously on another device for product information? Base: Purchasers in the last 12 months who use a smartphone Multi-device research (parallel or sequential) Multi-device research Parallel to TV How do they shop for ...
  • 26. Google Confidential and Proprietary 2626 Google MPJ Region NACE Following a smartphone research, where is the purchase done? Q13-Q15: Which sources of information did you seek out to help you with [book/buy product]? Q22: When you last [book/buy product], where did you actually purchase, book or order it? Base: Product purchasers in the last 12 months who use a smartphone Purchased on a smartphone Searched on a smartphone Purchased on a desktop/tablet Purchased offline How do they shop for ...
  • 27. Google Confidential and Proprietary 2727 Google MPJ Region NACE They have a smartphone. Why don't they use it to research a product? Q25: Why didn’t you use your smartphone to get informed before you purchased the products shown below? Base: Product purchasers in the last 12 months who use a smartphone Not convenient Screen size too small No internet usage on my smartphone Prefer another device How do they shop for ...
  • 28. Google Confidential and Proprietary Takk for meg!

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