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Tablets: The Addictive Pill?

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Tablets: The Addictive Pill?

  1. 1. WELCOME!
  2. 2. • The worlds largest specialist mobile marketing agency • Access to M&C Saatchi’s resources • Over 85 full-time mobile experts • Multi-award winning Full service specialist mobile agency
  3. 3. global reach = localised knowledge
  4. 4. TABLETs THE ADDICTIVE PILL?
  5. 5. In today’s episode… 1. How tablets are affecting consumer behaviour 2. Their growing importance to marketers 3. How tablets should form a key part of any marketing strategy 4. Case studies of brands doing it right
  6. 6. THE RISE OF THE TABLET
  7. 7. A massive and growing market
  8. 8. THE MOBILE TABLET ERA IS ONLY 3 YEARS OLD
  9. 9. It’s THE FASTEST GROWING COMPUTING PLATFORM IN HISTORY Source: Mary Meeker, KPCB
  10. 10. Tablet shipments expected to continue growing - 200,000,000 400,000,000 600,000,000 800,000,000 1,000,000,000 1,200,000,000 2013 2014 2015 2016 2017 Tablet shipments Source: The Yankee Group, May 2013
  11. 11. Source: The Yankee Group, May 2013 Tablet shipments will grow from 233 million in 2013 to 1.094 billion in 2017, growing at a CAGR of 36%
  12. 12. BUT WHAT IS A TABLET ANYWAY?
  13. 13. THE TABLET IS BECOMING HARD TO DEFINE • A touch screen laptop without the keyboard? • A big smartphone with no network capabilities? • A large one-piece device without a mouse
  14. 14. PLATFORMS ARE CONVERGING Ubuntu Edge Mac OS X / iOS
  15. 15. Mobile operators are catering TO this demand too
  16. 16. 2 distinct categories emerging?
  17. 17. 7” tablets set to dominate market, but still a place for 10” devices 0% 10% 20% 30% 40% 50% 60% 70% 80% 2011 2013 2017 <8" 8"-11" 11"> Source: IDC, May 2013
  18. 18. APPLE’S DOMINANCE
  19. 19. Apple still dominates tablet shipments - 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 16,000,000 18,000,000 20,000,000 Apple Samsung ASUS Amazon Microsoft Others Q1 2013 tablet shipments Source: IDC, May 2013
  20. 20. Source: IDC, May 2013 Apple has seen its iPad shipments grow by 247.5% over the last year alone
  21. 21. Source: IDC, May 2013 However,Apple’s market share has declined from 58% of shipments in Q1 2012 to 40% in Q1 2013…
  22. 22. THE RISE OF THE TABLET • Tablets have not been around long, but are making a huge impact • There are two categories emerging within tablets, but convergence could blur the lines • Apple dominates the market, but for how much longer?
  23. 23. TABLET DISRUPTION
  24. 24. THERE ARE 3 AREAS OF significant DISRUPTION Content consumption M-Commerce Social
  25. 25. CONTENT CONSUMPTION
  26. 26. TABLETS ARE TAKING ATTENTION FROM OTHER DEVICES… 37% use their desktop computer less 35% use their laptop less 12% use their smartphone less Source: Forrester, UK
  27. 27. …AND ADDING NEW LAYERS Source: BBC, UK 43% of tablet owners say that they watch more TV now than they did five years ago 83% say they use tablets alongside TV
  28. 28. Consumers more likely to watch mobile video on tablet than smartphone Source: Adobe, April 2013
  29. 29. iPLAYER MOBILE TRAFFIC NOW COMES mostly from TABLETS Source: BBC
  30. 30. Tablets overtaking smartphones in web traffic Source: Adobe, March 2013
  31. 31. MANY APPS CATER FOR content CONSUMPTION The Guardian Flipboard
  32. 32. M-COMMERCE
  33. 33. TABLET COMMERCE IS increasing AS A PROPORTION OF ECOMMERCE Source: eMarketer, April 2013
  34. 34. Tablet commerce sales far outpacing smartphones 5.45 13.86 24.00 34.33 46.44 61.06 24.32 0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00 2011' 2012' 2013' 2014' 2015' 2016' Tablet Smartphone US Retail Mcommerce Sales, by Device, 2011-2016 ($ billions) Source: eMarketer, Jan. 2013
  35. 35. TABLETS ARE THE PERFECT SHOPPING TOOL (WHEN BRANDS DO IT RIGHT) • Tablets will drive 65% of mobile commerce sales in 2013 in the US • By 2017, a quarter of digital sales will come from mobile devices, with three-quarters coming via tablets Source: eMarketer, April 2013
  36. 36. iPad accounts for most mcommerce Source: Adyen, 2013, US
  37. 37. retailers are not ALWAYS catering to demand 8% of the UK’s top 50 retailers have optimised their sites for tablet devices 48% of retailers who have a branded mobile application let consumers make purchases from within the app 4.4 hours each week browsing retailer websites by average UK tablet user Source: Marketing Week, June 2013
  38. 38. SOCIAL
  39. 39. THE GAP IS CLOSING BETWEEN TABLETS AND OTHER DEVICES Source: Mintel, April 2013
  40. 40. SOCIAL IS A HUGELY POPULAR ACTIVITY FOR TABLET OWNERS • 57% state they like to use their tablet for social/sharing services • 2nd most popular activity • 6th amongst PC users Source: Mintel, April 2013 (UK)
  41. 41. CONTENT-BASED SOCIAL NETWORKS PERFORM BETTER ON TABLETS • Pinterest accounts for 48.2% of total sharing on iPad • Facebook accounts for 66% of total sharing on iPhones Source: ShareThis
  42. 42. Tablets IN RELATION TO OTHER MEDIA
  43. 43. MULTI-SCREENING
  44. 44. There are four ways in which consumers are multi-tasking Content Grazing Spider-Webbing Social Spider-Webbing Quantum Source: Microsoft, Cross-Screen Engagement, May 2013
  45. 45. IN THE INTERESTS OF Brutal SIMPLICITY Parallel Simultaneous Social Simultaneous Sequential
  46. 46. PARALLEL the common method
  47. 47. Simultaneous ADDS LAYERS
  48. 48. Social SIMULTANEUOS focused on sharing & connecting AROUND CONTENT
  49. 49. SEQUENTIAL allows consumers to achieve goals effectively See TV ad Research Product Purchase Product
  50. 50. TABLET’S ROLE VARIES IN EACH INSTANCE Parallel: Simultaneous: Social Simultaneous: Quantum: Often a distraction Adds layers More likely to be used than a laptop Great discovery and browsing tool
  51. 51. IMPLICATIONS FOR MARKETERS
  52. 52. IT’s DIFFERENT TO A SMARTPHONE
  53. 53. IT’S NOT A LARGER SMARTPHONE! Source: http://peopletakingpictureswithipads.tumblr.com/
  54. 54. OFTEN AN INCREMENTAL mobile DEVICE Both (5.3m) Tablet (7.5m) Smartphone (23.1m) Source: TGI 2013
  55. 55. BEHAVIOURSARE DIFFERENT
  56. 56. JUDGE YOUR TIMING CAREFULLY Source: Flurry, Sept 2012
  57. 57. It’s NOT AS PERSONAL A DEVICE 59% of tablet owners share their device 49% with their spouse/partner, 22% with children, 9% with others Source: Forrester
  58. 58. THE Tablet IS THE WIZARD OF SCREENS Source: Microsoft, Meet the Screens
  59. 59. Relationships still forming The tablet is a constant source of amazement and wonder. It shows awesome power, scope and range The growth and capabilities of the tablet are exponential However, tablets are nascent in their development and consumers are still forming relationships with them Source: Microsoft, Meet the Screens
  60. 60. PLAN AROUND TABLET ATTRIBUTES
  61. 61. For marketers, tablets are flexible & nimble
  62. 62. Different strategies needed for TABLETS • Don’t lump smartphones and tablets together • Think about usage in home context - tablets aren’t actually that mobile • Make the experience immersive, especially for those researching and discovering brands and products • Extend ATL media such as adding new layers to TV content • Consider for harder to reach audiences who spend less time with TV and print
  63. 63. PEOPLE GETTING IT RIGHT
  64. 64. Axe GRAPHIC NOVEL
  65. 65. WIReD PUZZLE ADVERT
  66. 66. AMAZON WINDOW SHOP
  67. 67. CREATE SOMETHING WITH PAPER
  68. 68. SUMMARY
  69. 69. CONSIDER ALL STAGES FOR MAXIMUM IMPACT 1. Tablets are bigger and more disruptive than you may think 2. Consider tablet behaviours in relation to other media when planning. What modes are they in? 3. Play to the tablet’s strength – content, emersion etc. How is it different to a smartphone? Will tablet be an ‘addictive pill’ for your business in future?
  70. 70. QUESTIONS?

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