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Razorfish Global Tech Summit 2015 - David Iudica, Yahoo

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Razorfish Global Tech Summit 2015 - David Iudica, Yahoo

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Razorfish Global Tech Summit 2015 - David Iudica, Yahoo

  1. 1. Planning for the Smartphone Dominance Era David Ludica Director of Strategic Insights & Research, Yahoo
  2. 2. SMARTPHONE DOMINANCE T H E S H I F T T O
  3. 3. SMARTPHONE DOMINANCE T H E S H I F T T O
  4. 4. 4 W H A T ’ S C O V E R E D Rapid Adoption: What are the drivers impacting the pace of smartphone ownership? Factors expediting the shift: How should advertisers and publishers be building for a mobile first world? Thinking Beyond Ownership: Now the majority of consumers own a smartphone, but so what? To understand mobile migration patterns and which factors will accelerate the shift to a mobile-first for consumers and advertisers Background
  5. 5. US: 2,768 UK: 1,010 GR: 1,016 FR: 1,011 Methodology: Quantitative + Analytics WHO  5,805 18-64 year old smartphone owners  Data population and ownership WHEN January 2015 WHAT 30-minute online survey FLURRY ANALYTICS Aggregated All Global Data from January 2015 • 600K apps • 250M phones • 1/3 of all app opens 5
  6. 6. 6 RAPID ADOPTION PATTERNS H O W S M A R T P H O N E S A R E D I F F E R E N T
  7. 7. A D O P T I O N C U R V E F O R M O D E R N C O N V E N I E N C E S 100 50 1900 1915 1930 1945 1960 1975 1990 2005 The adoption curve for modern conveniences has shortened considerably Adoption curve since 1900 Source: Visual Economics TELEPHONE ELECTRICITY AUTO RADIO STOVE CLOTHES DRYER MICROWAVE DISHWASHER COLOR TV CELL PHONE INTERNET VCR FRIDGE CLOTHES WASHER AIR CONDITIONING COMPUTER 7
  8. 8. The speed of smartphone adoption can be attributed to the multiple products it has replaced 8 Source: eMarketer Report / Press Play: Infographic by Nicolas Rapp / Soure: Appliance, Sept Issue, multiple years REPLACEMENT CYCLES FOR ELECTRONICS PRODUCTS PRODUCT AVG. LIFE (YEARS) Cordless telephone 8 Color TV 8 CD Player 6 Telephone answering machine 6 VCR 5 Camcorder 5 Fax 4 PC 2 Mobile Phones 1 REPLACEMENT TIME
  9. 9. Beyond Ownership W H O I S D R I V I N G S M A R T P H O N E D O M I N A N C E ?
  10. 10. What does a Smartphone Dominant consumer look like? 10 MOBILE FIRST. 67% state that their smartphone replaces their PC, & is the main way they access the internet MOBILE LEAD. 75% of their digital time is a mobile device; +50% vs. an average smartphone owner MOBILE IMMERSED. +50% more activities done on a mobile devices vs. an average smartphone owner Users who spend most of their time on their smartphones, and are using them to replace their PC
  11. 11. Currently, 1/5 of users are Smartphone Dominant 11 SMARTPHONE DOMINANT 18% TODAY
  12. 12. Early Smartphone Dominants tend to be female Millennials and parents… Proportion of subgroups that are Smartphone Dominant 12 FEMALES W/ CHILDREN 18-34 37% FEMALES 18-34 29% MALES 18-34 21%FEMALES 35-64 16% MALES 35-64 11% 18-3435-64Age Groups │ SMARTPHONE DOMINANT 50%0% In the US only, Hispanics 38%
  13. 13. 57% WITHIN 5 YEARS 13 SMARTPHONE DOMINANT 18% TODAY 47% WITHIN 2-3 YEARS67% IN TOTAL 33% NOT LIKELY TO BE
  14. 14. 14 Developing for larger screens Creating experience for cross-screen, not mobile only Adapting to trends in the app revolution Factors that will expedite the shift to a Smartphone Dominant world
  15. 15. Developing for larger screens Creating experience for cross-screen, not mobile only Adapting to trends in the app revolution Factors that will expedite the shift to a mobile lead world
  16. 16. 78% It's more efficient to do things on my computer than on my smartphone More efficient, better user experiences will accelerate the shift to Smartphone Dominance Factors that are holding back consumers from being Smartphone Dominant Among Future Smartphone Dominant Users 16 User Experience (easier to type, read, easier to browse/compare) 67% Data & Internet Improvements 54% Better Apps 44%
  17. 17. FULL-SIZE TABLETS 9.74 MIN As screen sizes grow, engagement will increase 17 SMALL TABLETS 6.88 MIN MEDIUM PHONES 4.18 MIN SMALL PHONES 3.8 MIN Average time spent per session | Minutes Source: Flurry by Yahoo Analytics, mapped devices only, Jan 2015 The Industry responded with more Phablet choices
  18. 18. % Growth in usage (Jan 2014-2015) 18 Source: Flurry by Yahoo Analytics, mapped devices only, Jan 2014-2015 -16% 38% 14% -20% 148% FULL-SIZED TABLETSSMALL TABLETSPHABLETSMEDIUM PHONESSMALL PHONES AVERAGE 78% Phablets are the fastest growing device
  19. 19. In A World Of Larger Devices, Content Is King Sponsored Video PostsSponsored Posts on Yahoo Native video for deeper storytelling that autoplays & loops to capture & keep user attention; sold on a CPV Syndication of Sponsored Posts to Yahoo’s in-stream and in- magazine placements for added reach Sponsored Day 24-hour high impact dashboard callout & sponsored explore page for time-sensitive promotions; sold on CPM Sponsored Posts Beautiful native content served to users’ dashboards, with an emphasis on reblogs & likes; sold on a CPM * Tumblr’s average lifts in key branding metrics beat Millward Brown Digital averages by 5x
  20. 20. Developing for larger screens Creating experiences for cross-screen, not mobile only Adapting to trends in the app revolution Factors that will expedite the shift to a mobile lead world
  21. 21. Smartphone Dominant users want digital experiences to go across devices % Smartphone users agree 21 D4_12. How much do you agree or disagree with the following statements about devices? / Smartphone Dominant In Future (n=2913) “I'm using multiple devices at the same time more often than I did in the past”51% TOTAL 66% CURRENT SD 56% FUTURE SD
  22. 22. Communication, content & search related activities currently span across devices most Sequential Experience Activities For Any Device – Mobile, Tablet & PC Among those who had a sequential activity 22 PHOTOS 29% ONLINE VIDEO 35% SOCIAL NETWORK 44% EMAIL 59% SEARCH 42% CONTENT 48% PHOTOS 29% ONLINE VIDEO 35% SOCIAL NETWORK 44% EMAIL 59% SEARCH 42% CONTENT 48% OTHER MENTIONS Banking 29% Shopping 29% Playing games 28% Streaming music/radio 26% Using an IM or a texting app 26% Work/school 20% Finding directions/using GPS 20%
  23. 23. % Smartphone Dominant Users Agree 23 D4_12. How much do you agree or disagree with the following statements about devices? / Smartphone Dominant In Future (n=2913) “I wish the tasks that I started on one device could transfer more easily to another device” 43% TOTAL 57% CURRENT SD 51% FUTURE SD Despite high crossover, sequential experiences are not smooth, especially among the Smartphone Dominant
  24. 24. Responsive Design
  25. 25. Developing for larger screens Recognizing that it’s cross screen, not mobile only Adapting to trends in the app revolution Factors that will expedite the shift to a mobile lead world
  26. 26. 3 HOURS AND 40 MINUTES A DAY On Mobile Devices in the US 26 Source: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare. Note: US, June 2015 158 162 220 20% 14% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 50 100 150 200 250 -50% +35% TIMEIN BROWSER DECREASED BY HALF Q1 2013 Q2 2014 Q2 2015 BrowserMobileTIME SPENT (MINUTES) |
  27. 27. Saw an ad about it 39% I need it for a specific task 53% Task-based apps and replacing an existing app are top reasons users download new apps 27 Replace an existing app 49% Read about in an article 39% Friend told me about it 41% How did you hear about these apps | Among Actively Downloading Motivations to download apps | Among Total
  28. 28. NATIVE MOBILE ADS ON PREMIUM EARN 3X MORE ATTENTION Low HighMedium HEAT MAP #yodel │ 28*Time looking at ad: as proportion of the avg. article PREMIUM APP NON-PREMIUM APP
  29. 29. 29 FINDINGS WE ARE JUST AT THE BEGINNING. In the next 5 years, 71% of Future Smartphone Dominant users will migrate and make mobile first This group will expand throughout the next 5 years to include all demographics, not just the early adaptors: Millennials, parents with young kids or Hispanics DEVELOPING EXPERIENCES FOR LARGER SCREENS. Bigger screens sizes drive mobile engagement. They also offer opportunity for more viewable & engaging experiences to develop around IMPROVING CROSS DEVICE EXPERIENCES. Communications, content, and search the biggest opportunities as 2/5 of all smartphone owners already attempt to port experiences across multiple devices ADAPTING TO TRENDS IN THE APP REVOLUTION. Apps are where digital time is spent & app replacement is what is driving app downloads. Developers of experiences need to think about iteration, innovation and marketing to drive trial
  30. 30. 30 IMPLICATIONS MORE SPACE. When building a mobile strategy, companies should account for the rapid adoption of larger phablet devices. More space = more ways to connect with your user. Native ad formats account for this size naturally and beautifully INTEGRATED MOBILE BUDGETS. Mobile ad budgets should not be thought in isolation. With 2 in 5 consumers crossing devices daily, siloed mobile budget should evolve to larger cross-device buys. Native advertising, specifically, which runs on responsive design, is a must-buy that creates that efficiency and ease for marketers CONSTANT ITERATION & INNOVATION. In order to be a major player in the app game, the messaging to drive your app trial must evolve as consumers are constantly replacing apps. Message what’s innovative & better, not what’s necessarily new GET THE WORD OUT. In order to drive app downloads and app adoption, developers & companies need to have a multi-pronged marketing strategy that includes: that uses paid advertising, creates opportunities through content marketing through articles, and ultimately drives WOM
  31. 31. IS JUST BEGINNING T H E S H I F T

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