SAC: Might want to see about graphics changing bottom blue bubble since this isn’t for an advertiser audience
Source: A Large Scale Study of European Mobile Search Behaviour - 2008 - Church, et. Al., ACM, 2008 - 10th International Conference on Human Computer Action with Mobile Devices and Services Analyzed 6 million mobile searches – found 88% of searches were unsuccessful, or did not result in user clicking any results. Traditional desktop web CTR on search results is 56% vs. mobile 12% (80% lower)Intent behind search query on mobile vs. desktop Desktop MobileTransactional 9% 60%Navigational 10% 30%Informational 89% 10%
Source: A Large Scale Study of European Mobile Search Behaviour - 2008 - Church, et. Al., ACM, 2008 - 10th International Conference on Human Computer Action with Mobile Devices and Services Analyzed 6 million mobile searches – found 88% of searches were unsuccessful, or did not result in user clicking any results. Traditional desktop web CTR on search results is 56% vs. mobile 12% (80% lower)
“Despite last two year’s headlines, there is no acceleration in adoption yet.”Current trajectory is showing smartphone adoption rate of about 2% per quarter – this will have to ramp up significantly to hit Nielsen’s 60% projectionSAC: Just saw Nielsen blog post from this past week showing that Smartphone adoption hit 28% @ end of Q3-2010, an up-tick of 3% - the post boasted how this outpaced previous quarters
SAC: I put the funny picture of the Saturday Night Live Jeopardy sketch in for entertainment value w/ the college audience – feel free to take out if it’s too goofy! I’ve got a picture I can send of the real Watson stage w/ Ken Jennings
SAC: Tech has difficulty deciphering natural language context and intent – example above of homonyms where tech like IBM Watson struggles with use of complex reasoning to determine context
Where Technology and Humans Intersect Scott A. Jones
Q: who is scott jonesand what does heknow about the futureof technology?
A Little About My Background Co-Founder, Chairman, CTO • Creator of #1 voicemail technology used by over a billion people worldwide • Sold to Comverse for $843 million Co-Founder, Chairman, CEO • Creator of world’s largest music database accessed over 100 billion times annually • Sold to Sony for $260 million Inventor, Founder, Chairman, CEO • Definitive source of real-time “Answers” • Answered nearly a billion questions so far3
Capturing the World’s Evolving Information Needs Instant Access to ANYTHING Instant Access to All Media Instant Access to Personal Content4
The Demand for Instant Access to Personal Content Being the BEST trumps being 1st5
The Demand for Instant Access to All Media Media gets digital and gets mobile or gets left behind6
The Demand for Instant Access to EVERYTHING Today’s knowledge seeker wants immediate access to anything, anytime, anywhere7
ChaCha Strikes a Balance Between Humanity and Technology8
The World is Mobilizing Mobile Messaging is the 60% most widely adopted and used communication medium on the PLANET 32% 8% 4% Sources: Nielsen, Gartner, Apple – Q2 201010
Tethered Vs. Mobile Info: Different Animals Solitary Social Fixed location On the go 3+ hours 3 minutes Sift through results Top 3 results or less Frequently click around Almost never click through Often Research Oriented Timely, contextual, personal topics11
On-the-Go Info Seekers Are Impatient 80% report frustration with mobile web due to speed, too many clicks, and too much 80% Shorter irrelevant content. 15 + Search Session -Qualcomm - 2010 mins & 80% Lower CTR <3 mins12 Large Scale Study of European Mobile Search Behavior – 2008 – Church et. Al.
Mobile Info Seekers Express Immediate Intent Vs. 90% of mobile searches indicate real-time decision is underway13
Q: so how exactly istoday’s mobile societyaccessing info?
Mobile is 3% of Search Engine Traffic Today Mobile 97% 3% Source: StatCounter, January 201115
How are Mobile Users Accessing Content Today?? Mobile Messaging 98% Mobile Web 31% Apps 22% Location Services 17%16
25% of US Mobile Subscribers Have Smartphones • Only 6% of users consume 60% over 50% of mobile data • 25% of smartphone users 40% don’t have data plans! Nielsen MarketSight – Q3 201017
The Latest Smartphones Aren’t in Every Pocket Other 2% Feature Phones 4% 4% 7% Smartphones 9% Nielsen MarketSight – Q3 201018
Smartphone Users are More Likely to Text and Text More Often Adoption “What started once as a teenager thing has now reached the total population… Adoption “Messaging is the broadest 891 reaching communication platform Texts Per 705 on the planet.” Month Texts Per ~ Tomi Ahonen Month Smart Feature Phones Phones Source: Mobile Media Marketplace Q2 Nielsen MarketSight – Q2 201019
Q: what do we knowabout mobile users andhow they want to getinfo?
Definitive Answers WORK on Mobile Answers Results How Many Ping Pong Balls Would There are 1,250,000 cubic feet in the it Take to Fill the White House. Since 343 ping pong balls White House? make up about 1 cubic foot, it would take 428,250,000 ping pong balls. or26
The Proof is in the Numbers #1 in real-time mobile answers27
Answers Work on the Web too • ChaCha.com mobile device traffic outpaces the Internet average by more than 400% • Bite-sized, natural language content is working for any mobile access method28
Q: can tech alonesatisfy the complexinformation accessneeds of humanity?
Technology is Making Strides Man Vs. Machine30
But Technology isn’t a Human Replacement • IBM’s Watson DeepQA addresses a narrow corpus of questions incredibly well • Capacity and cost currently prohibit mass market use31
Technology Still has Difficulty with Intent Bow Bow Bow32
Q: what does thefuture of informationaccess look like?
Man and Machine are Better Together • Technology and humanity complement and enhance each other • Advancements like Watson propel us towards intelligent digital assistants • Striking a balance between man and machine achieves best results34
Thank You! Online ChaCha.com Apps & Text & Mobile Web Online ● Mobile ● Social Mobile Messaging Voice Social Networks35