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Smartphone At The Heart
#wave8
THE LANGUAGE of CONTENT
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THE LANGUAGE of CONTENT
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THE LANGUAGE of CONTENT
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THE LANGUAGE of CONTENT
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Unprecedented Growth
#wave8
THE LANGUAGE of CONTENT
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THE LANGUAGE of CONTENT
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THE LANGUAGE of CONTENT
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THE LANGUAGE of CONTENT
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A technology transformation
#wave8
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THE LANGUAGE of CONTENT
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Dominating our attention
#wave8
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THE LANGUAGE of CONTENT
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Now fundamental to purchase
#wave8
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nd changing our media consumption habit
#wave8
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THE LANGUAGE of CONTENT
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Still no clear role for wearables
#wave8
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The Internet of Things
#wave8
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Smartphone First
#wave8
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Wave 8 Smartphone at the Heart

This report “Smartphone at the Heart”, is a very timely investigation into the growing role of the smartphone, tablet, PC and even wearable tech in fulfilling social needs. http://wave.umww.com/global_map_of_social_needs.html#az

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Wave 8 Smartphone at the Heart

  1. 1. Smartphone At The Heart #wave8
  2. 2. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Welcome to Wave 8 – Smartphone At The Heart from the G14 research team • This report leverages existing data from Wave 8. • For Wave 8 all surveys are self- completed and the data collected is purely quantitative. • Active Internet Users are those who use the internet every day or every other day. • They drive adoption of platforms and devices, including mobile and wearable technology. Glen Parker Head of Mediabrands Marketing Sciences G14 Hollie Bishop Research Executive UM G14 Leah Breckman Research Executive UM G14 Liz Haas Research Director UM G14
  3. 3. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Why Wave 8 - Smartphone At The Heart Wave has tracked the ownership and use of devices for the past 9 years. This has given us a wealth of data which we barely touched on in the Language of Content report. So, as the smartphone takes the lead for the first time (a landmark for Wave) and Google forces the hand of web masters to become mobile-first, now feels the right time to look in more depth. As well as looking at the global trends in device ownership, this report drills down into the regional and market differences. Exploring the needs that each device fulfils and the activities carried out on them, and also touching upon the future of devices.
  4. 4. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The Wave 8 universe tracks device use in 65 markets Argentina Australia Austria Azerbaijan Belgium Bosnia & Herzegovina Brazil Bulgaria Canada Chile China Colombia Croatia Czech Republic Denmark Dominican Republic Ecuador Egypt Estonia Finland France Germany Greece Hong Kong Hungary India Indonesia Ireland (ROI) Israel Italy Japan Latvia Lithuania Macedonia Malaysia Mexico Netherlands Norway Pakistan Paraguay Peru Philippines Poland Portugal Puerto Rico Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Turkey Ukraine United Arab Emirates United Kingdom United States Uruguay Vietnam 65countries 50,021respondents 1.3b n representing active internet users worldwide
  5. 5. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The Wave story is also the Smartphone story 15 countries 7,500 respondents 2008 21 countries 10,000 respondents 2009 29 countries 17,000 respondents 2010 38 countries 23,200 respondents 2011 54 countries 37,600 respondents 2012 62 countries 42,000 respondents 2013 72 countries 49,600 respondents 2014 Social Visual Influence Business NeedsMotivation Brands 2012 2005 2006 2007 65 countries 50,000 respondents Content 2015
  6. 6. Unprecedented Growth #wave8
  7. 7. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The Smartphone has seen the largest growth in the past two years -10% -5% 0% 5% 10% 15% 20% 25% 30% Wave 5-6 Wave 6-7 Wave 7-8 % increase in device ownership Q: Which of the following devices do you own? BASE: Global * *N.B. Ownership of tablets was not measured in wave 5 and therefore the growth is from 0%
  8. 8. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L And as a result, it has now overtaken the laptop in penetration Q: Which of the following devices do you own? BASE: Global 69.3% 78.1% 84.2% 51.2%
  9. 9. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L This is seen to a greater extent in the Asian Pacific markets and less in the Latin American markets Q: Which of the following devices do you own? BASE: Global (Note. Markets forming each cluster may differ by wave) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Wave 5 Wave 6 Wave 7 Wave 8 Europe APAC LATAM % who own
  10. 10. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Adoption rates differ amongst markets Q: Which of the following devices do you own? BASE: Global 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Wave 5 Wave 6 Wave 7 Wave 8 Brazil US Japan Thailand UK % change % who own a smartphone
  11. 11. A technology transformation #wave8
  12. 12. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L There’s a movement from PC to Smartphone Q: “Please select which of them you think does a good job when you want to…” [Smartphone/Laptop] BASE: Global – Own each device 0% 20% 40% 60% 80% Socialise with others Be creative Have fun / be entertainment Hang out or waste time Relax Read content Watch content Ward off boredom Play a game Manage my life Access information quickly Make a purchase Find your way Get something done Organise something Explore the world around you Learn something new Research something thoroughly RELATIONSHIP DIVERSION LEARNING PROGRESSION Wave 7 Wave 8 0% 20% 40% 60% 80% Socialise with others Be creative Have fun / be entertainment Hang out or waste time Relax Read content Watch content Ward off boredom Play a game Manage my life Access information quickly Make a purchase Find your way Get something done Organise something Explore the world around you Learn something new Research something thoroughly RELATIONSHIP DIVERSION LEARNING PROGRESSION Wave 6 -21% -18% +16% +16 %
  13. 13. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L This is also seen in the increasing number of activities carried out per screen Q: “You have carried out these activities in the last 6 months. Please select which device you have used to do these activities” BASE: Global – All who own each device 5,3 6,1 5,2 3,4 4,9 5,3 5,7 4,2 0 1 2 3 4 5 6 7 Average Number of Online Activities Done Via Each Device 7 8Wave
  14. 14. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The smartphone is now seen as the best screen for a number of activities Q: “Please select which of them you think does a good job when you want to…” [Smartphone/Laptop/tablet] BASE: Global– Own each device 0% 20% 40% 60% 80% Socialise with others Be creative Have fun / be entertainment Hang out or waste time Relax Read content Watch content Ward off boredom Play a game Manage my life Access information quickly Make a purchase Find your way Get something done Organise something Explore the world around you Learn something new Research something thoroughly RELATIONSHIP DIVERSION LEARNING PROGRESSION Smartphone Laptop Tablet The smartphone fulfils a greater number of needs than the laptop, but the laptop is still superior when it comes to researching something thoroughly, learning something new and making a purchase.
  15. 15. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The gap between the smartphone and the laptop in terms of utility is narrowing most amongst the youth Q: “Please select which of them you think does a good job when you want to…” [Smartphone/Laptop/tablet] BASE: Global– Own each device 0% 20% 40% 60% 80% Socialise with others Be creative Have fun / be entertainment Hang out or waste time Relax Read content Watch content Ward off boredom Play a game Manage my life Access information quickly Make a purchase Find your way Get something done Organise something Explore the world around you Learn something new Research something thoroughly RELATIONSHIP DIVERSION LEARNING PROGRESSION Smartphone 0% 20% 40% 60% 80% Socialise with others Be creative Have fun / be entertainment Hang out or waste time Relax Read content Watch content Ward off boredom Play a game Manage my life Access information quickly Make a purchase Find your way Get something done Organise something Explore the world around you Learn something new Research something thoroughly RELATIONSHIP DIVERSION LEARNING PROGRESSION Laptop 16-24 45+
  16. 16. Dominating our attention #wave8
  17. 17. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L More time is spent on the smartphone than any other portable device Q: “Think about an average week for you. In that average week, on how many days would you do each of the following activities? And approximately how much time would you spend doing the following on each day you did that activity? BASE: Global 0 100 2000 1 2 3 4 5 6 7 3 No. days in an average week use device: Time spent on device per day (minutes): 6 5 87 150 143
  18. 18. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L This is not seen in all markets however “Q: Approximately how much time would you spend doing the following on each day you did that activity? BASE: Global 58.4% Key Smartphone dominates Laptop Dominates Time spent on device per day (minutes)
  19. 19. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Time spent online via smartphone looks set to continue to grow in the future Q: “I think I’ll spend more time online via mobile than PC in Future” [Any agree] BASE: Global 41% 60% 64% 67% 70% 66% 58.4% 38% 65% 63% 46% 43% 61% 63% 57% 63% 49% 31% 38% 71% 41% 45% 69% 64% 62% 51% 56% 69% 35% 44% 39% 39% 37% 30% 33% % who agree: “I think I’ll spend more time online via mobile than PC in Future” 71% Key 70%+ 60-69% 50–59% 40–49% 30-39% 20-29% 10-19% <10% 61% 65% 66%
  20. 20. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Technology is changing to adapt to this Source: http://techcrunch.com/2015/02/26/mobile-search-david-vs-googliath/ Being able to search the internet using Google and Bing is no longer the most efficient option. Vurb is a new mobile search engine that pulls information from partnered apps and deep-links you out to apps. This leads to saveable, sharable and actionable searches without clicking through lots of links on your smartphone.
  21. 21. Now fundamental to purchase #wave8
  22. 22. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L M-commerce is on the rise, but Laptop is still the main device for making a purchase online Q: “Please select which of them you think does a good job when you want to make a purchase’ BASE: Global– Own each device Wave 7 Wave 8Wave 6 67.7% 42.7% 70.0% 30.9% 72.4% 26.5% “Please select which of them you think does a good job when you want to make a purchase”:
  23. 23. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L This is seen to varying degrees in different markets Q: “Please select which of them you think does a good job when you want to make a purchase’ BASE: Global– Own each device 28,0% 30,1% 64,5% UK 31,9% 35,7% 65,7% USA 35,6% 52,6% 59,4% Thailand 16,2% 20,1% 65,7% Brazil 33,7% 47,7% 67,2% India 39,4% 57,5% 69,0% China 17,9% 44,2% 75,9% Serbia 25,6% 40,6% 70,8% Turkey 13,5% 18,6% 66,3% France 25,0% 31,8% 60,3% Japan 27,8% 31,9% 72,6% Germany 38,6% 55,5% 64,3% Indonesia Wave 7 - Smartphone Wave 8 - Smartphone Wave 8 - Laptop % who say each device is good for making a purchase
  24. 24. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L APAC are leading the way with M-commerce Q: “Please select which of them you think does a good job when you want to make a purchase’ BASE: Global – Own a smartphone 0% 10% 20% 30% 40% 50% 60% 70% China Indonesia PuertoRico Thailand India Vietnam Serbia SouthKorea Hungary Turkey SaudiArabia UAE Pakistan Philippines Taiwan Peru Poland SouthAfrica Macedonia Malaysia US HongKong Singapore Bulgaria Paraguay Netherlands Croatia Mexico Colombia Denmark DomRep Bosnia Switzerland Germany Japan Norway Ireland Egypt Australia Italy UK Azerbaijan Austria Uruguay Canada Greece Israel Romania Sweden Ecuador Ukraine Slocakia Argentina Russia Estonia Finland Belgium Latvia SPAIN Lithuania Chile Brazil France Portugal CzechRepublic % who say their smartphone is good for making a purchase
  25. 25. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L This trend may continue with new ways of being able to use your phone to pay becoming available. There is growing competition in mobile payments, since Apple Pay launched in 2014 and Samsung Pay shortly after. PayPal have now announced they will acquire Paydiant and Google unveiled Android Pay. Other forms of mobile payment are also emerging including the extension of Snapchat that is Snapcash, which allows quick and easy transfers between friends
  26. 26. nd changing our media consumption habit #wave8
  27. 27. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Smartphones are used more than laptops for consuming ‘snackable’ content Q: Please select which device you used to do these activities. BASE: Global – own each device 0% 10% 20% 30% 40% 50% 60% 70% 80% Done via Laptop Done via Tablet Done via Smartphone
  28. 28. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L 0% 10% 20% 30% 40% 50% 60% However, consumption of content is moving in only one direction Q: “Please select which devices you have used to do these activities” [Watch video clips online/Visit an official company/brand website] BASE: Global and own each device 0% 10% 20% 30% 40% 50% 60% 70% 80% Wave 7 8 Watch Video Clips Online Visit an Official Brand/Company Website
  29. 29. Still no clear role for wearables #wave8
  30. 30. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The early adopters of wearable tech are young males with a high income Q Age, Gender, Income BASE: Global – Own wearable tech 56.9% AGE 16-24: 27% 25-34: 42% 35-44: 22% 45-54: 8% 55+: 0% High Income
  31. 31. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Although there is an uncertainty as to the needs wearables fulfil SOURCE: Wave 8 (Base: Global) and UM Device Study USA 0% 10% 20% 30% 40% 50% Socialise with others Be creative Have fun / be entertained Hang out or waste time Relax Read content Watch content Ward off boredom Play a game Manage my life Access information quickly Make a purchase Find your way Get something done Organise something Explore the world around you Learn something new Research something thoroughly RELATIONSHIP DIVERSION LEARNING PROGRESSION There is not yet a specific need that wearables are seen to fulfil. This is similar to when the tablet was first launched, with people admitting they “just really wanted one”. The absence of a rational decision is unusual with technology. For example the reason for buying a new smartphone was to “upgrade to the latest operating system”. Wearable technology is good when you want to:
  32. 32. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Currently only 7% of frequent internet users globally own wearable technology, however… 55% think that technology you can wear is a good thing 49% use technology to track their health and wellbeing 54% agree with the statement “Virtual reality will increase enjoyment of games and other internet apps in future” So wearable ownership is set to grow significantly in the future
  33. 33. The Internet of Things #wave8
  34. 34. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The Smart Home is also likely to have an impact on device ownership and use 58.4% globally would like to be able to control all the devices in their home remotely using a smartphone
  35. 35. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Summary 1. The smartphone now has the highest penetration of all devices 2. Asia Pacific Markets are the most mobile-first 3. The ability of the Smartphone to fulfil the 5 fundamental human needs is increasing year-on-year 4. Although the laptop remains the dominant screen for more engaging activities such as reading content and researching something thoroughly, the gap between the devices is closing amongst the younger generation. 5. More technology is becoming available that increases the smartphone’s usefulness, such as smart home devices and apps.
  36. 36. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Device Advice Devices are transforming the way consumers use and access the internet. They now interact with brands on a number of different devices for specific reasons; they may receive an email notification on their smartwatch, read the email on their smartphone and then use their laptop to research the products advertised further. This means that there are now many more digital connection points that brands can harness in order to forge relationships with consumers. The challenge is to ensure all brand properties are integrated and there is an ability to move between them in a frictionless manner. In order to create a unified message across all of the touchpoints, content becomes more important than ever. And it goes without saying that a mobile- friendly interface is now an essential for any brand. The final consideration that will grow in importance is the ability to pay via smartphone. The end point of a frictionless discovery and purchase experience. And by tracking and measuring interactions across all brand properties, companies can build a rich source of data about their consumers.
  37. 37. Smartphone First #wave8

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