M2 Roadshow Tom Smith Trendstream


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How to combine mobile social media and business

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  • Internet on a monthly basisUp to about 30% for men
  • Younger demographicsOver 20% installed an app in the last month, half of the Internet
  • Main thing is that always waiting for mobile web to come along, and driving factors is that social media is drivign that usage – interesting, makes I dynamic,TopMale skew in news in sport etc, Accept for social networking, which is universal
  • Leading markets Japan, India and ChinaIn terms of access through mobileUK for a mass mature market is very developed in terms of access – only lags Japan
  • When the technology is there and people use it, you see a fundamentally different behaviour,60% of iPhone access social netowrks, higher than online.60% of ipHOne users searching for product or service to buyMobile will be increaseinly important in purchasing decisionsCompared to 10% for non-iPhone
  • Future is social and mobile.In the future will be web, no distinctionStarting to cannibalise social web29%4% mobile only.
  • Shows you you where the market is heading
  • PC web transitioning onto mobile, if the devices are right, then it will happem. On iPhone, web behaviourBehaviour is moving from PC to mobile. Mobile will be a lead influence device. 13.2 % total UK market
  • Real pwers, when we lay all of this social data over augmented realityIncredibly powerful, get recommendations from our network, distant netwoek, or people like me. This will end up influencing every purchasing we make when we’re mobile, out and about.We know a massive amount of purcashes are reserached online, and will no doubt transition onto mobile.
  • Latitude not for the mass marketMore passive impact on social media
  • This is not going to be a mass market proposition. Byt your location to you will be massively important
  • Nobody likes the idea of being tracked.
  • Social media, impact is bigger passively, because we know that a number of people search for products, for recommendations, and all this is coming to mobileWhat they find is consumer opinoin, consumer ratings
  • Certaincateogries, massive amount of
  • Power of recommendation, Blog is more trusted than a journalist. People trust
  • What are the most important factors, For music friend recommendationIdea of freidn recommendation is more important that quality of the production etcAnd that’s why social mediaDictating what is being consumedTalk to the influencers, got to have apresence, actively involved in socail media, and have to be aware that increasingly and through mobile, the choice of you product or service, could be dictated by consumer data. Mobile will be a
  • M2 Roadshow Tom Smith Trendstream

    1. 1. Social future of mobile<br />tom@trendstream.net globalwebindex.net<br />
    2. 2. Today <br />How Social Media is driving mobile<br />The global picture <br />Where are we heading? <br />
    3. 3. What is the Global Web Index?<br />A Global Survey that tracks consumer involvement in social media, the impacts on consumer behaviour and the role for brands <br />Looks at the creep of web behaviour from PC to mobile environment <br />Measures the growth of social channels through mobile devices <br />
    4. 4. Today: UK perspective <br />Netherlands<br />Canada<br />UK<br />Russia<br />South Korea<br />Germany<br />China<br />USA<br />France<br />Japan<br />Spain<br />Italy<br />Mexico<br />India<br />Brazil<br />Australia<br />
    5. 5. Launching with 32,000 consumer opinions annually<br />July<br />December <br />16-64 active web users (online monthly) <br />Representative by age, gender, income volume of usage, region<br />Self completion online questionnaires conducted via Lightspeed global panels<br />30 minute survey <br />Local language<br />Wave 1<br />Wave 2<br />16,000 respondents<br />16,000 respondents<br />32,000 annual survey release<br />
    6. 6. Social Media is driving the mobile future<br />
    7. 7. UK: Over 23% accessed web last month<br />Mobile behaviour – last month. UK<br />
    8. 8. Up to 40% for younger demographics<br />Mobile behaviour – last month. UK<br />
    9. 9. Social network updates lead the way!<br />Mobile web behaviour – last month. UK<br />
    10. 10. Asia leads the way<br />Mobile social net access <br />
    11. 11. When the technology arrives......<br />iPhone users UK <br />
    12. 12. The future is social and mobile<br />
    13. 13. The future: mobile will be just web<br />
    14. 14. Already cannibalising PC web <br />PC Only: 67.2% <br />PC & Mobile: 29% <br />Mobile only: 4% <br />
    15. 15. Japan shows the way<br />PC & Mobile: 21% <br />Mobile only: 34% <br />PC Only: 44% <br />
    16. 16. The mobile will be a lead influence device:<br />TODAY<br />2020<br />?<br />13.2% <br />Searched for a product to buy<br />
    17. 17. Social graph online<br />Augmented reality <br />The future: Social Augmented Reality <br />
    18. 18. Social will inform everything and everywhere<br /><ul><li>Immediate social group
    19. 19. Connected group
    20. 20. People like me
    21. 21. Actions, behaviour and reviews will be overlaid on our real life experience</li></li></ul><li>So the future?<br />
    22. 22. NOT for the mass market<br />Future interest: in services that show your location to friends / family<br />
    23. 23. The power of social<br />
    24. 24. Social Media impact is bigger passively <br />85% used search last month to look for a specific product<br />49% used search to look for a specific recommendation<br />
    25. 25. In all categories<br />% of buyers who researched prior to purchase (offline and online)<br />Source: Global Web Index<br />
    26. 26. More powerful than professional sources<br />Below is a list of people whose opinions you come into contact with on a regular basis. Now think about when you seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you the most accurate opinion? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly.<br />Trust in communications <br />
    27. 27. Consumer dictates content distribution<br />Factors important when looking for content:<br />
    28. 28. All coming to a mobile<br />