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So what about the users?

Rob Waddington
Futuresight
33.8% of mobile users
in the UK are
consuming mobile
media, 14% daily




               UK Mobile data forecast to
      ...
Mobile is the ideal medium to reach the
under 35 year olds, with 60% of 16-34 year
old males frequently using mobile media...
Tara, 30 yrs old

                           Commercial Lawyer

                           Always on the move between
    ...
Sarah, 57, is a senior VP of a
                  multinational software company

                  She’s married with 2 gr...
Tony, 34

                   Married with two boys – they’re all
                   massive West Ham fans

               ...
Tom, 20

                     Studying business at Southbank
                     University

                     He’s a ...
But gathering mobile behaviour data is tricky




What?

                                        Where?
Who?



          ...
Traditional survey techniques can only give
part of the picture




. . .interactions on mobile are just too ephemeral
Lots of opportunity - need for a different lens




 . . . building digital user groups based on
interests and needs
Thank you
Rob waddington   futuresight
Rob waddington   futuresight
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Rob waddington futuresight

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Presentation from M-Publishing Conference on 1 June 2010 in London, www.camerjam.com/events/m-publishing

Published in: Technology, Business
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Transcript of "Rob waddington futuresight"

  1. 1. So what about the users? Rob Waddington Futuresight
  2. 2. 33.8% of mobile users in the UK are consuming mobile media, 14% daily UK Mobile data forecast to be worth £4.7 billion in 2009 and to double over next 5 years
  3. 3. Mobile is the ideal medium to reach the under 35 year olds, with 60% of 16-34 year old males frequently using mobile media 3.5 hours spent on mobile media per week Nearly 60% of activity at home or at work mobile is the most accessed media channel from 12pm to 6pm
  4. 4. Tara, 30 yrs old Commercial Lawyer Always on the move between the office and court, relies heavily on her phone to keep up to date Tara lives with her partner – they’ve just got engaged and wedding plans are underway She loves cooking but doesn’t have much time for it – so she’s always looking for quick recipe ideas She’s just got a smartphone and has begun to browse on the way to work, download music and watch video clips
  5. 5. Sarah, 57, is a senior VP of a multinational software company She’s married with 2 grown up children, both are at university She spends half her time travelling – when on the move, she would like to keep up with what’s going on in the tech world, share prices and travel info A committed blackberry user – she uses it just for the basics, limited browsing. She doesn’t want to go looking for content, she wants it to come to her When at home, she’s on local borough council and would like to keep up to date on local developments when away
  6. 6. Tony, 34 Married with two boys – they’re all massive West Ham fans He has a part share in a greyhound and likes to keep up with the racing but it’s difficult on site He’s into gadgets and has just got himself a smartphone. In his tea breaks, he still reads the Sun in print, but then gets on his phone and plays a motorcycle game he recently downloaded He’s never at a desk so his phone is everything to him and would happily pay for the right sort of content
  7. 7. Tom, 20 Studying business at Southbank University He’s a keen climber and spends most of his money on climbing / outdoor gear – he’s planning a trip with some mates to the south of France in July Tom’s also a massive music fan – he went to lots of the Red Bull Music Academy gigs and keeps up to date with what’s going on via facebook groups on his phone He uses his phone for everything – email, calls, music, images, facebook, youtube clips
  8. 8. But gathering mobile behaviour data is tricky What? Where? Who? Why? When? private, me-time, urgent need, social
  9. 9. Traditional survey techniques can only give part of the picture . . .interactions on mobile are just too ephemeral
  10. 10. Lots of opportunity - need for a different lens . . . building digital user groups based on interests and needs
  11. 11. Thank you
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