Thinking
Mobile First
What does ‘mobile’ mean?
Global smartphone
marketshare Q4 2012
80%

60%

40%

20%

0%

iPhone 5

iPhone 4s

Samsung Galaxy S3

Other
Global smartphone
marketshare Q4 2012
80%

60%

40%

20%

0%

iPhone 5

iPhone 4s

Samsung Galaxy S3

Other
Why do we care?
Your site doesn’t sit on a
desk anymore
Top 10 screen-sizes

(90% of all browsers)
No one screen size has more
than 20% of the market share
More people use Twitter
on mobile than on the web
Facebook MAUs

71%

mo

bile
Recent iris campaigns

30-45%
Mobile web use likely
to surpass desktop use by

2014
It’s not just websites
Over 37% of e-mails are
opened on iOS devices
Over 46% including Android
More than Outlook.com/Live,
Yahoo & Gmail combined
More than Outlook desktop
& Apple Mail combined
Mobile users are more
engaged
Auto campaign conversion %
web vs mobile
Popular tea brand campaign
visit duration
‘Desktop’

Smartphone

Tablet
0

25

50

75

100

125

150

175

200

225
E-mail open rates
by device
Mobile

Desktop

Webmail
0%

13%

25%

38%

50%
61% of people have a better
opinion of brands when they
offer a good mobile experience
61% of people have a worse
opinion of brands when they
offer a poor mobile experience
90% of people move between
devices to accomplish a goal
Four common approaches
to multi-device adaptation
1
Miniaturisation
2
We have an app!
IDontWantYourFuckingApp.tumblr.com
3
Separation
4
Responsive
What does ‘Responsive’
mean?
DESIGN LOGIC

RESPONDS
TO SCREEN SIZE
Typically starting
with desktop...
It’s not as simple as just
making
things
smaller
Mobile first
Back to thinking...
This talk is not about
a technique
Nor is it simply an approach
to web development
It’s not about including
mobile as costly extra
It’s a new way of thinking
For everyone
Mobile is not just
‘a small desktop’
Thanks
References
Slides 5-6
Strategy Analytics Handset Country Share Tracker, via International Business Times (Feb
2013) - http...
Jordan Harper
Technical Director
iris Worldwide
jordan.harper@iris-worldwide.com
@jordanharper
Thinking Mobile First
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Thinking Mobile First

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In 2014, more users will access the web on mobile devices (smartphones + tablets) than with 'desktop' machines — we need to start considering mobile users not as A channel, but THE key channel in building a successful web campaign.

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Thinking Mobile First

  1. 1. Thinking Mobile First
  2. 2. What does ‘mobile’ mean?
  3. 3. Global smartphone marketshare Q4 2012 80% 60% 40% 20% 0% iPhone 5 iPhone 4s Samsung Galaxy S3 Other
  4. 4. Global smartphone marketshare Q4 2012 80% 60% 40% 20% 0% iPhone 5 iPhone 4s Samsung Galaxy S3 Other
  5. 5. Why do we care?
  6. 6. Your site doesn’t sit on a desk anymore
  7. 7. Top 10 screen-sizes (90% of all browsers)
  8. 8. No one screen size has more than 20% of the market share
  9. 9. More people use Twitter on mobile than on the web
  10. 10. Facebook MAUs 71% mo bile
  11. 11. Recent iris campaigns 30-45%
  12. 12. Mobile web use likely to surpass desktop use by 2014
  13. 13. It’s not just websites
  14. 14. Over 37% of e-mails are opened on iOS devices
  15. 15. Over 46% including Android
  16. 16. More than Outlook.com/Live, Yahoo & Gmail combined
  17. 17. More than Outlook desktop & Apple Mail combined
  18. 18. Mobile users are more engaged
  19. 19. Auto campaign conversion % web vs mobile
  20. 20. Popular tea brand campaign visit duration ‘Desktop’ Smartphone Tablet 0 25 50 75 100 125 150 175 200 225
  21. 21. E-mail open rates by device Mobile Desktop Webmail 0% 13% 25% 38% 50%
  22. 22. 61% of people have a better opinion of brands when they offer a good mobile experience
  23. 23. 61% of people have a worse opinion of brands when they offer a poor mobile experience
  24. 24. 90% of people move between devices to accomplish a goal
  25. 25. Four common approaches to multi-device adaptation
  26. 26. 1 Miniaturisation
  27. 27. 2 We have an app!
  28. 28. IDontWantYourFuckingApp.tumblr.com
  29. 29. 3 Separation
  30. 30. 4 Responsive
  31. 31. What does ‘Responsive’ mean?
  32. 32. DESIGN LOGIC RESPONDS TO SCREEN SIZE
  33. 33. Typically starting with desktop...
  34. 34. It’s not as simple as just making things smaller
  35. 35. Mobile first
  36. 36. Back to thinking...
  37. 37. This talk is not about a technique
  38. 38. Nor is it simply an approach to web development
  39. 39. It’s not about including mobile as costly extra
  40. 40. It’s a new way of thinking
  41. 41. For everyone
  42. 42. Mobile is not just ‘a small desktop’
  43. 43. Thanks
  44. 44. References Slides 5-6 Strategy Analytics Handset Country Share Tracker, via International Business Times (Feb 2013) - http://goo.gl/LN3iH Slides 10-11 Mobify Global Screen Size Diversity (Dec 2012) - http://goo.gl/evT2v Slide 12 Strategy Analytics (Apr 2013) - http://goo.gl/ElUyL Slide 13 2Q: Facebook reaches 1.15B Monthly Active Users (July 2014) - http://goo.gl/B4ZMjy Slide 15 ComScore: Mobile will force desktop into its twilight in 2014 (Jun 2012) - http://goo.gl/ zfKsJ Slides 17-20 Email Client Market Share (Sept 2013) - http://goo.gl/Q4bYiU Slide 24 48% of E-mails are Opened on Mobile (Oct 2013) - http://goo.gl/p7gscU Slide 25 Latitude, Next Gen Retail Study (Dec 2012) - http://goo.gl/2Tm7J Slide 27 Google, The new multiscreen world (Aug 2012) - http://goo.gl/vbrEu
  45. 45. Jordan Harper Technical Director iris Worldwide jordan.harper@iris-worldwide.com @jordanharper

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