Optimizing for a mobile-savvy customer

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By Esmee Williams, Vasantha Kostojohn and Julie Mumford
AllRecipes.com

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Optimizing for a mobile-savvy customer

  1. 1. Esmee WilliamsVasantha Kostojohn Julie Mumford
  2. 2. Global Reach 3
  3. 3. Unprecedented Growth1980’s - 10X faster1990’s – 2X faster2000’s – 3X faster 4
  4. 4. Mobile Eclipsing Desktop 1,500,000,000smartphones & tablets installed globally Mobile will eclipse desktop in 2014 5
  5. 5. Mobile = 17% of Global Web TrafficAverage time spent per media (minutes per adult)2009 146 222012 173 82Growth +18% 272% Source: StatCounter Global Stats, Nov 2012; eMarketer 10/2012 6
  6. 6. Greatest Market Penetration = Smartphones 900 million smartphoneswill be shipped this year worldwide 7
  7. 7. For Pages Viewed, Tablets Trump Smartphones 8
  8. 8. U.S. Mobile Penetration by Gender 45% of U.S. adults own smartphones 25% of U.S. adults own tablets 60% of U.S. consumers who own device 40 46% 45% 20 24% 27% 0 Smartphone Tablet Source: Pew Research, October 2012 9
  9. 9. U.S. Mobile Penetration by Age Millennials GenX Boomers Seniors 65+Smartphone 66% 59% 34% 11%Tablet 25% 31% 27% 13% Source: Pew Research, October 2012 10
  10. 10. % of U.S. Consumers who own device U.S. Mobile Penetration by HHI 68% 56% 47% 42% < $30K 35% $30-49K 32% 27% $50-74K $75K+ 10% Smartphone Tablet Source: Pew Research, October 2012 11
  11. 11. Consumer Behavior - Smartphones +17% +35% Source: eMarketer, Keynote Competitive Research 2012 Mobile User Survey, Aug 2012 12
  12. 12. Consumer Behaviors - Tablets +29% +15% Source: eMarketer, Keynote Competitive Research 2012 Mobile User Survey, Aug 2012 13
  13. 13. M-Commerce vs. Mobile E-Commerce 14
  14. 14. Sequential Screening Is Common& Typically Completed Within a Day Source: Google, "The New Multi-screen World: Understanding Cross-platform Consumer Behavior," Aug 2012 15
  15. 15. Consumer Take a Multi-Device Approach to the Path To Purchase Source: Google, "The New Multi-screen World: Understanding Cross-platform Consumer Behavior," Aug 2012 16
  16. 16. Goodbye Sales Funnel….. 17
  17. 17. Mobile Offers Unprecedented Opportunity for Brands• Path to purchase ≠ linear• Power  consumers• Consumers  digital• Brands must havemobile presence by offeringvaluable, highly accessiblecontent across screens 18
  18. 18. World’s #1 Digital Food Brand 18 Sites 38 #1 Top 10 17 23million¹monthly unique in U.S., Canada ranking³ million Countries among social app downloads— visitors—Top 100 ranked & Australia²; #2 in the UK sites, behind world’s most downloaded 12 Languages US site recipe apps 16 Apps Source: comScore Media Metrix, Nielsen @Plan 2012, Adobe Discover 19
  19. 19. Allrecipes IS MobileConnect with consumers everywhere, any time 1 in 3 +96% Apps 18 visits to Allrecipes are in mobile page views mobile sites serving coming from mobile YOY—260% increase rank #1 23 countries in 12 devices1 for tablet page on iPhone, Android, languages views2 iPad, Kindle Fire and Win8 mobile devices3 17 million More than 42% 1.3 app downloads—the world’s most 50% of Allrecipes shoppers are using million downloaded recipe of Allrecipes smartphones to home cooks are apps4 shoppers are create and manage using Allrecipes accessing Allrecipes digital shopping mobile products from within the store lists1 daily2 Source: 1Allrecipes 2012 Trends Report; 2Adobe Site Catalyst; 3iTunes Store; 4Distimo 20
  20. 20. Allrecipes Mobile Presence 21
  21. 21. Growth of Allrecipes Mobile Users Allrecipes Mobile Visitors on the Rise 50% 40%% of Allrecipes Visitors 30% 20% 10% 0% Source: Omniture September 2011 to February 2013 22
  22. 22. Growth of Allrecipes Mobile Users Smartphone and Tablet Visitors are on the Rise Tablets and Back-to-school also Smartphones were a drove an increase in popular Christmas gift! mobile device traffic.Allrecipes Visitors Smartphones Tablets Source: Omniture September 2011 to December 2012 23
  23. 23. Growth of Allrecipes Mobile Users Allrecipes Traffic by Device and Time of Day 35% 30% Share of Daily Traffic - Page Views 25% 20% Tablet Desktop 15% Smartphone 10% 5% 0% Early Morning Early Morning Morning Morning Lunch Midday Early Dinner Early Evening Late Dinner Evening Midnight Midnight Source: Omniture September 2011 to February 2013 24
  24. 24. Data Drives Mobile User Experience Mobile = fastest growing technology used for meal planning and grocery shopping Source: Allrecipes Holiday 2012 Trends Survey, Allrecipes 2013 Trends Report 25
  25. 25. Data Drives Mobile User Experience 70% of mobile page views are Recipes Compared to: 42% of full-site page views are Recipes Source: Omniture September 2011 to February 2013 26
  26. 26. Data Drives Mobile User Experience Shopping List Usage Adoption of Shopping List by Allrecipes Mobile Visitors Launch of m.allrecipes.com and integration of shopping lists with Dinner Spinner Free Source: Omniture September 2011 to February 2013 27
  27. 27. Website Optimized for MobileComplete tasks on the go- Checkbox UI on ingredients- Swipe to see similar recipes- Recipe Box & Shopping List with you! 28
  28. 28. Data Drives Tablet User Experience Allrecipes Visitors Increase Video Consumption 3.00% 2.50% Share of Allrecipes Page Views 2.00% 1.50% 1.00% 0.50% 0.00% Source: Omniture September 2011 to February 2013 29
  29. 29. Data Drives Tablet User Experience Increase in Search Engine Referrals to Allrecipes with "How to" in the Keywords Mobile Desktop Tablet Allrecipes users looked forSearch Engine Referrals “how to” content 54x more often in July than September Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Source: Omniture September 2011 to December 2012 30
  30. 30. Data Drives Tablet User Experience "How to" Videos Engage More Viewers Longer All Videos 100% Mark 75% Mark 50% Mark"How to" Video 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % of Allrecipes Viewing Audience Source: Omniture January 2013 31
  31. 31. Tablets on the rise!Industry trends around tablet adoption-Tablet ownership doubled in 2012, according to ForresterResearch -19% of Americans over 18 own at least one tablet-Tablets = great form factor for multimedia -New and affordable tablets emerging on every platform: -Kindle Fire HD 8.9 -Google 4,7 & 10-inch tablets -Microsoft Surface -iPad Mini 32
  32. 32. Video Cookbook 33
  33. 33. Data Drives Tablet User Experience "How to" Videos Engage More Viewers Longer All Videos 100% Mark 75% Mark 50% Mark"How to" Video 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % of Allrecipes Viewing Audience Source: Omniture January 2013 34
  34. 34. Tablets on the rise!Industry trends around tablet adoption-Tablet ownership doubled in 2012-Tablets = great form factor for multimedia -New and affordable tablets emerging on every platform: -Kindle Fire HD 8.9 -Google 4,7 & 10-inch tablets -Microsoft Surface -iPad Mini Source: Forrester Research 35
  35. 35. Video Cookbook 36
  36. 36. Mobile Website vs AppsMobile website = deliver optimized content to broader mobile audienceApp = deliver specialized content for deeper engagement with mobile audience Source: MDG Advertising 37
  37. 37. Mobile Website vs Apps Source: Nielsen Smartphone Analytics 38
  38. 38. Summary• Mobile is growing at an astounding rate • Device proliferation • Consumer behavior• Brands need to have a mobile presence • Mobile website = a good start to reach broader audience • Apps = more personal engagement 39
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