Digital masterclass trends in mobile

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How our media landscape is changing rapidly. We go all the way back to the introduction of the printed press, print magazines, radio and television broadcasting to new media usage like the smartphone and tablet. See all trends and impact related the usage of smartphone, tablets and the usage of iPhone and iPads in combination (second screen) with other screens like television. See how big companies are failing and start-ups are disrupting existing markets and challenging competition.

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Digital masterclass trends in mobile

  1. 1. Trends in Mobile Digital Masterclass Tim Akkerman Business Developer Mobile
  2. 2. Mass communication channels in perspective
  3. 3. Last 24 hours Sleep Coffee This moment
  4. 4. Changing media consumption In the morning, relative readership across all three platforms ramps up quickly People reading on computers consumer their greatest share of online news that way during the day iPad readers read more news on the device at night than during other times of day 10% iPad 8% Smartphone Computer 7% 5% 3% 2% 0% 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
  5. 5. Last week Last 24 hours
  6. 6. Last year Last week Introduction Google Glass (feb 2013)
  7. 7. Last 4 years Last year iPad Introduction Google Glass (april 2010) (feb 2013)
  8. 8. Last 7 years Last 4 years iPhone iPad (januari 2007) (april 2010)
  9. 9. Last 22 years Last 7 years GSM (1991 ) iPhone (januari 2007) iPad (april 2010)
  10. 10. Last 40 years Last 22 years Personal Computer (1973 ) GSM (1991 ) iPhone iPad (januari 2007) (april 2010)
  11. 11. Last 85 years Last 40 years Television broadcasting (1928 ) Personal Computer (1973 ) GSM iPad (1991 ) (april 2010) iPhone (januari 2007)
  12. 12. Last 103 years Last 85 years GSM Television broadcasting Radio broadcasting (1910 ) (1928 ) iPad (april 2010) (1991 ) iPhone Personal Computer (1973 ) (januari 2007)
  13. 13. Last 282 years Last 103 years iPad Radio broadcasting (1910 ) Print Magazines (1731 ) Television broadcasting (1928 ) (april 2010) Personal Computer iPhone (1973 ) (januari 2007) GSM (1991 )
  14. 14. Last 412 years Last 282 years iPad (april 2010) Newspaper (1601 ) Radio broadcasting (1910 ) Print Magazines (1731 ) Personal Computer iPhone Television broadcasting (1928 ) (januari 2007) (1973 ) GSM (1991 )
  15. 15. Last 569 years Last 412 years Radio broadcasting Printed Press (1444) (1910 ) Newspaper (1601 ) Print Magazines (1731 ) Television broadcasting (1928 ) iPad (april 2010) Personal iPhone Computer (januari 2007) (1973 ) GSM (1991 )
  16. 16. 407 years
  17. 17. 17 years
  18. 18. 11 years
  19. 19. 3 years
  20. 20. The lifecycle of mass communication channels are declining... rapidly
  21. 21. Mobile growth
  22. 22. US Consumer Media Consumption Share 50% 45% 45% 44% 43% 42% 40% 35% 30% 25% 25% 26% 26% 20% 26% 17% 15% 16% 15% 14% 12% 9% 10% 6% 7% 8% 7% 5% 4% 5% 0% TV Online 2009 Radio 2010 2011 Mobile Print 2012 Source: eMarketeer
  23. 23. Media consumption spending vs Advertising spending (US 2012) 50% 45% 43% 42% 40% 35% 30% 26% 25% 22% $20B Opportunity =$37B 20% 23% 14% 15% 12% 10% 10% =$4B 5% 6% 3% 0% TV Online Radio Time spent Mobile Print Ad spent Source: KPCB
  24. 24. 0 ©Sanoma  Media Jul-13 May-13 Mar-13 Jan-13 Nov-12 Sep-12 Jul-12 May-12 Mar-12 Jan-12 Nov-11 Sep-11 Jul-11 May-11 Mar-11 Jan-11 Nov-10 Sep-10 Jul-10 May-10 Mar-10 Jan-10 1,000,000,000 NU.NL PAGEVIEWS 750,000,000 500,000,000 BlackBerry Windows iPad Android 250,000,000 iPhone Mobile site Desktop
  25. 25. % of global smartphone users who have used the app in the past month (Q2 2013) Source: GlobalWebIndex
  26. 26. Mobile first?
  27. 27. “you press the button, we do the rest”
  28. 28. INSTAGRAM!
  29. 29. INSTAGRAM! BUT WHERE WAS KODAK?
  30. 30. INSTAGRAM! BUT WHERE WAS KODAK? FACEBOOK BUYS INSTAGRAM FOR $1 BILLION
  31. 31. INSTAGRAM! BUT WHERE WAS KODAK? “you press the button, we do the rest” Slogan launch first Kodak in 1888
  32. 32. INSTAGRAM! BUT WHERE WAS KODAK? “Photographs used to be the item people would run into a burning building to go retrieve. Today a mobile phone has replaced that.” Jeffrey Hayzlett, CMO Kodak, 2010
  33. 33. 2010: Start developing 2011: Planet of the Apps 2012: Growth 2013: Monetization
  34. 34. Top filters september 2013 1. Miley Cyrus 1. Syrie 2. Syrie 2. Miley Cyrus 3. Apple 3. GTA5 4. iPhone 5s 4. AJAX 5. Sylvie van der Vaart 5. Grand theft auto 5 6. iOS 7 6. Sylvie van der Vaart 7. GTA5 7. Feyenoord 8. iPhone 8. Costa Consordia 9. Costa Consordia 9. Prinsjesdag 10. Prinsjesdag 10. Adolf Hitler
  35. 35. Work Agile, to prevent you waste too much time on nothing “This project has cost us $100 K, but no one has ever used it”
  36. 36. The new customer is king
  37. 37. Research
  38. 38. Ontwikkeling: 16 maanden Ontwikkeling: 3 maanden
  39. 39. Unique visitors p/m: 2.300 Unique visitors p/m: 35.000
  40. 40. SO WHAT IS NEXT ?
  41. 41. SECOND SCREEN
  42. 42. THIRD SCREEN
  43. 43. FOURTH SCREEN
  44. 44. MULTIPLE SCREEN
  45. 45. THE NEW MULTI SCREEN WORLD
  46. 46. Today 90% of our media consumption occurs in front of a screen. As consumers balance their time between smartphones, tablets, PCs and Televisions, they are learning to use these devices together to
  47. 47. Source: Google
  48. 48. We$also$mul*+screen$by$using$more$than$$ one$device$simultaneously$$ We+use+an+average+of+three+different+screen+combina?ons+every+day+$ 81%$ Smartphone+&+Television+$ Source: Google 24$ 66%$ Smartphone+&+Laptop/PC+$ 66%$ Laptop/PC+&+Television+$ Base:+Total+Respondents+(1611)+Q.+Now,+we+would+like+to+learn+about+how+you+use+various+devices+at+the+same+?me.+Please+think+about+the+specific+devices+listed+below+when+ answering.+How+oJen+do+you+use+more+than+one+device+at+the+same+?me+(i.e.,+watching+TV+while+using+your+PC+or+laptop)?++$
  49. 49. Source: Google
  50. 50. Source: Undertone May 2013
  51. 51. Source: Undertone May 2013
  52. 52. The media landscape is changing rapidly The new consumer is going mobile & multiple screen And their expectations are increasing Better start today than tomorrow
  53. 53. Thanks

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