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Mobile, Local and Real-Time Search - Greg Sterling

Greg Sterling's keynote address to the 2010 Apartment Internet Marketing Conference on trends in Mobile, Local and Real-Time searching. aimconf.com.

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Greg Sterling Sterling Market Intelligence/Opus Research April 29, 2010 ‘ Mobile, Local and Real-Time Search’ (mostly mobile)
[object Object],[object Object],[object Object],About Me . . . ,[object Object]
Faster . . . And Faster We know something's happening, and we're beginning to sense what it is. We're speeding up; our technology is speeding up; our arts and entertainment and the pace of invention and change -- it's all speeding up. James Gleick, Faster (1999)
How Many Smartphones in This Room? Or should I ask . . . Who doesn’t have a smartphone?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tweets + Streets “ We’re at the beginning of the beginning” . . . of a new era of computing. --Google Engineering VP Vic Gundotra
[object Object],[object Object],[object Object],[object Object],[object Object],Mobile + Local + Real Time: All Connected

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Mobile, Local and Real-Time Search - Greg Sterling

  • 1. Greg Sterling Sterling Market Intelligence/Opus Research April 29, 2010 ‘ Mobile, Local and Real-Time Search’ (mostly mobile)
  • 2.
  • 3. Faster . . . And Faster We know something's happening, and we're beginning to sense what it is. We're speeding up; our technology is speeding up; our arts and entertainment and the pace of invention and change -- it's all speeding up. James Gleick, Faster (1999)
  • 4. How Many Smartphones in This Room? Or should I ask . . . Who doesn’t have a smartphone?
  • 5.
  • 6.
  • 7. Local, Mobile, Social, Real-Time Converge
  • 10. Quick B.G. on Local
  • 11.
  • 12.
  • 13.
  • 15. Millennials More Tied to Internet, Tech Source: Pew Internet & American Life (2/10) 93% of Millennials are online 63% of 12-17 yr olds online at least once a day 68% of adults 18 - 29
  • 16.
  • 17. Hitwise: Top 20 Real Estate Sites Source: Hitwise, April 17 2010
  • 19. The Social Media ‘Firehose’ (where the RT data come from)
  • 20.
  • 21.
  • 22.
  • 24. Projection: Mobile Bigger than PC by 2014 Source: Morgan Stanley Internet Update 4/2010
  • 25. Comparing Populations: US, Online, Mobile Source: Opus Research, comScore, CTIA, Nielsen, US Census Bureau (2009) 4 Major US Carriers: 250M subs approx. Mobile Internet: 73M 4.1B texts DAILY Daily Internet access between 30% and 55%
  • 26. Segments: SMS, Mobile Web, Apps SMS: Least “sexy,” broadest reach, platform “agnostic” Apps: Richest experience, smaller audience Mobile Web: Tiny version of site; should be optimized Reach Engagement
  • 27. Source: Nielsen, Q1 2010 Projection: US Smartphone Growth
  • 28. US ‘Smartphone’ Share Source: comScore, 3/10
  • 29. SMS vs. Mobile Internet Source: comScore, Pew Internet & American Life Project (March, 2010) Among US smartphone owners frequency and penetration are greater. Total mobile Internet users in US approaching 75 million on way to 100 million this year
  • 30. Activities: Touchscreen Smartphone Users (iPhone/Droid/BlackBerry Storm) Source: Opus Research, 3/10 (n=105 touchscreen smartphone users, total sample 1,300)
  • 31. “ Over the last 12 months, how often have you engaged in the following activities?” Source: Opus Research, 3/10 (n=393 smartphone users, total sample 1,300) 38 44 62% at least weekly mobile Internet users 53% of smartphone owners report using mobile Internet “ at least once a day ” 90%+ of iPhone users access the mobile Internet Opus Research, 3/09; Nielsen (2009)
  • 32. Source: Nielsen, 12/09 Data from Jan – Sept, 2009 Nielsen: Top Mobile Sites 2009
  • 33. Source: Opera Software (3/10) March, 2010 Opera Mini Usage in US Opera: Top Sites
  • 34.
  • 35. Mobile + Real Estate
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  • 39.
  • 40. Zillow’s Mobile Future Source: Zillow, August, 2009 “ There is a future where the majority of Zillow usage will come from a mobile device. Quite literally, launching this app has changed the way we are thinking about the future of our business and how people will get their real estate information.” --Amy Bohutinsky, VP Zillow
  • 42. The Paradox of Choice
  • 43.
  • 44.
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  • 51.
  • 52. Source : eConsultancy 4/09 n=1,400 US adults “ I Hate Advertising on . . .” Numbers here are the lowest/most receptive I’ve seen based on survey data
  • 53. % AGREE Source: Opus Research/I2Go, 4/09, n=611 Mobile Internet Users More Receptive
  • 54.
  • 55.
  • 56.
  • 57. In research conducted through the holiday season with three brands 65% of consumers that opted-in to follow a brand made a purchase as a result of receiving messages based on place and time. -- 1020 Placecast re ShopAlerts (3/10) Conversion for Opt-in SMS Campaigns
  • 58. Respondents Mobile N = 47,658 Online N = 513,973 Source: InsightExpress, 2009 Mobile Display Outperforms Online InsightExpress campaign data
  • 59.
  • 60.