10 Trends on Mobile

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FreshThinking session exploring top 10 trends on mobile.

FreshThinking session exploring top 10 trends on mobile.

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  • (Source: Harris Interactive, June 2012).
  • http://thenextweb.com/google/2012/12/04/google-updates-its-ipad-app-to-better-allow-for-local-discovery/
  • http://www.techradar.com/news/world-of-tech/roundup/mobile-commerce-on-the-rise-in-europe-1090990
  • google
  • google

Transcript

  • 1. 10 TRENDS ON MOBILE................................................................................................................................................DECEMBER 2012JOY AYLES – JUNIOR PLANNER
  • 2. WHY ARE WE LOOKING................................................................................................................................................AT MOBILE?
  • 3. ..................................................................................................................................................................................................• 56% of UK consumers own a smartphone and 21% own a tablet device (Oct 2012)• 59% access the Internet every day on their smartphone• 78% never leave home without their smartphone. 63% of female respondents and 73% of male respondents don’t go an hour without checking their phone.• Used everywhere – Home, On the Go, work,http://www.edigitalresearch.com/news/item/nid/890839985http://www.thinkwithgoogle.com/insights/emea/library/studies/our-mobile-planet-United-Kingdom/
  • 4. 1. SEARCH................................................................................................................................................
  • 5. ................................................................................................................................................http://datenform.de/mapeng.html LOCAL SEARCH
  • 6. LOCAL SEARCH ................................................................................................................................................ 85% of Smartphone users look for local information on their phone and 81% take action a result. 70% of all mobile searches result in action within 1 hour. http://www.thinkwithgoogle.com/insights/emea/library/studies/our-mobile-planet-United-Kingdom/ http://socialmediatoday.com/aua745/1088176/70-mobile-searches-lead-action-within-1-hour
  • 7. Google have recently updated their Apple Ipadversion to enhance the experience of local search. ................................................................................................................................................http://thenextweb.com/google/2012/12/04/google-updates-its-ipad-app-to-better-allow-for-local-discovery/
  • 8. ................................................................................................................................................ VOICE SEARCH
  • 9. SEARCH VOICE ................................................................................................................................................ Google: 25% Of Queries From Android 2.0 Devices Use Voice Search Apple: 87% of iPhone 4S users say they use Siri at least once a month.http://techcrunch.com/2010/08/12/googles-hugo-barra-25-of-android-queries-are-voice-based/http://www.idownloadblog.com/2012/05/24/siri-by-the-numbers-infograph/
  • 10. 2. M-COMMERCE................................................................................................................................................
  • 11. 2. M-COMMERCE 95% Researched a product or service on their ................................................................................................................................................ smartphone. 66% Have made a purchase from a tablet and 44% from a smartphone.
  • 12. M-COMMERCETOP CHOICES FOR MOBILE TRANSACTIONS................................................................................................................................................1. CLOTHING AND ACCESSORIES (4.3%)2. PRINT BOOKS (3.2%),3.CONSUMER ELECTRONICS (3.1%)4.TICKETS (3.1%)5. WITH PERSONAL CARE AND HYGIENEPRODUCTS (2.1%)http://www.techradar.com/news/world-of-tech/roundup/mobile-commerce-on-the-rise-in-europe-1090990
  • 13. WE NEED TO ENSURE ALL OURSITES ARE MOBILE OPTIMISED................................................................................................................................................
  • 14. SO HERE’S SOME BEST PRACTICE TIPS................................................................................................................................................MAKE THE CALL TO ACTION– COLOURFUL AND LARGE
  • 15. M-COMMERCE................................................................................................................................................MAKE THE CALL TO ACTION CLEAR SIMPLE COPY– COLOURFUL AND LARGE
  • 16. ................................................................................................................................................MAKE THE CALL TO ACTION CLEAR, SIMPLE COPY CREATE A SENSE OF– COLOURFUL AND LARGE URGANCY
  • 17. M-COMMERCE................................................................................................................................................ CLICK TO CONTACT
  • 18. M-COMMERCE................................................................................................................................................ CLICK TO CONTACT DIFFERENT DEVICES
  • 19. 3. MULTITASKING................................................................................................................................................
  • 20. MULTITASKING Smartphone users are multi-tasking their media with 80% using their phone while doing other things such as watching TV (55%). ................................................................................................................................................http://www.fitnessgoop.com/wp-content/uploads/2011/07/Multitasking-A-Four-Letter-Word.jpg
  • 21. MULTITASKINGSmartphone users are multi-tasking their media with 80%using their phone while doing other things such aswatching TV (55%). ................................................................................................................................................During the course of a TV program, more than 60 percentcheck their phones at least “once or twice,” and 15percent stay on the mobile Web for the full duration ofthe show.
  • 22. MULTITASKINGADDITIONAL CONTENT................................................................................................................................................ 60 % of multitaskers are accessing additional content – 44% is unrelated to what’s on TV versus only 38% related to TV.
  • 23. MULTITASKING DISTRACTION ................................................................................................................................................ 94 %of multitaskers engage in some kind of mobile communication, in order of… • SMS • Talking • Email • Social networking • IMhttp://razorfishoutlook.razorfish.com/articles/forgetmobile.aspx#01
  • 24. 4. VIDEO................................................................................................................................................
  • 25. VIDEO 4. VIDEO................................................................................................................................................ There are 200 million mobile video playbacks every day on YouTube Time spent viewing video on mobile apps has grown 52% in 2012 while time spent viewing video online has fallen 10%
  • 26. VIDEO WHY ARE PEOPLE NOT WATCHING VIDEO? ................................................................................................................................................http://www.skyfire.com/en/news/blog/143-what-keeps-people-from-watching-mobile-video
  • 27. VIDEO................................................................................................................................................BUT WITH COMPANIES LIKE EE – FEARS ABOUTDATA PLANS WILL BE A THING OF THE PAST
  • 28. 5. APPS AND ECOSYSTEMS................................................................................................................................................
  • 29. Consumers increased their social app time by 76%, spendingmore than 7 times on apps than on the mobile web – Nielsen................................................................................................................................................
  • 30. 6. IPHONOGRAPHY................................................................................................................................................
  • 31. IPHONOGRAPHY ................................................................................................................................................ Instagram has 100 million users worldwide and hosted 4 billion photos.http://techcrunch.com/2013/01/17/instagram-reports-90m-monthly-active-users-40m-photos-per-day-and-8500-likes-per-second/
  • 32. IPHONOGRAPHYIT HAS CREATED HOBBIES, COMMUNITIESAND JOB ROLES ................................................................................................................................................http://www.wearejuxt.com/category/juxters/
  • 33. IPHONOGRAPHYFILTERS ................................................................................................................................................Filters are becoming a visual norm,“A recent Sky Sports campaign featured sepia-tinged framedimages reminiscent of one of the app’s most popular filters.”http://www.guardian.co.uk/artanddesign/2012/nov/16/mobile-photography-richard-gray
  • 34. 7. GAMING................................................................................................................................................
  • 35. ................................................................................................................................................59% of total app gameplay is done on a mobile device(NPD GROUP 11/11/2012)Games account for 67% of time spent using tablets, vs 39% for smartphones(FLURRY 10/29/2012)Game downloads on smartphones increased by 30% from 2010 to 2011(MAGID 06/27/2012)
  • 36. IPHONOGRAPHYT-mobile utilised in game advertising when they launched a car in theNeed for Speed game.................................................................................................................................................
  • 37. IPHONOGRAPHY................................................................................................................................................Barclaycard have created branded games such as Barclaycard ToysUnleashed and Waterslide Extreme.
  • 38. 8. NFC................................................................................................................................................
  • 39. NFC ................................................................................................................................................Global NFC m-payment transactions will be almost US$50 billionworldwide by 2014(Juniper Research, June 2011)There will be 7 million NFC-enabled phones in 2011 growing to203m in 2015(Yankee Group, June 2011)
  • 40. NFC Halo 4 created an NFC scavenger hunt in Sydney and Melbourne ................................................................................................................................................(http://www.nfcworld.com/2012/11/19/321207/microsoft-promotes-halo-4-with-nfc/)
  • 41. 9. GEOLOCATION................................................................................................................................................
  • 42. ................................................................................................................................................ Gartner predicts that the number of location-based service users will grow globally from 96m in 2009 to more than 526m in 2012 10% of mobile owners use location services at least once a week
  • 43. 10. SOCIAL NETWORKING................................................................................................................................................
  • 44. Time spent on social apps and the mobile web account for 63% of the year-over-year growth in overall time spent using social media.................................................................................................................................................
  • 45. Just because... ................................................................................................................................................http://blog.nielsen.com/nielsenwire/social/2012/
  • 46. 10 TRENDS ON MOBILE SEARCH MULTITASKING MCOMMERCE................................................................................................................................................ VIDEO APPS AND ECOSYSTEMS NFC GAMING IPHONOGRAPHY GEOLOCATION SOCIAL NETWORKING
  • 47. A THOUGHT...................................................................................................................................................JUST BECAUSE MOBILE IS ‘BIG’ WE SHOULD ALWAYSSEE IT AS A COMPLIMENT TO DIGITAL.ALWAYS THINKING OF THE CONSUMER EXPERIENCEAND WHY MOBILE WILL ENHANCE, LEVERAGE ANDADD VALUE.