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The mobile experience in Australia

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The mobile experience in Australia

  1. 1. The Mobile Experience Sophie Blomet February 2013
  2. 2. The Mobile ExperienceSince 2011 global mobile sales has overtook PCsales.2013 will see access to the internet via mobiledevices overtake access via desktops.Let’s have a look on the mobile market and itsuses.
  3. 3. Mobile in AustraliaThe Mobile Experience
  4. 4. More than 10 millions mobile  There is 16.2 millions mobile phones in Australia  That means that now more than a half of the australian population get a smartphone  currently used by consumers for both personal and business use.Source : – Data download grows with phone addiction
  5. 5. The Second highest uptake of smartphonein the world Australians have the second-highest per capita uptake of smartphones in the world behind Singapore.Source : – Data download grows with phone addiction
  6. 6. Android bigger than Apple  Android for the first year is bigger than Apple on the Australian MarketSource : ACMA – Smartphones and tablets Take-up and use in Australia
  7. 7.  More than 1 Australian on 2 get a smartphone And the proportion continues growing The new smartphone norm is not anymore Apple’s phone, it’s from now Android phones.
  8. 8. One day in the smartphoneusers’ lifeThe Mobile Experience
  9. 9. Smartphone Addict ?  Its the first screen and the last one a consumer uses, every day.Source : – Mobile marketing must be a ‘first screen’ strategy
  10. 10. Smartphone Addict ?  In average, we interact with our smartphone between 40 and 80 times a day.  44% of person say that they use more frequently their smartphone compared with last year.Source : – To understand mobile marketing, you need to get under its skin
  11. 11. Who consumes what ? More than 40% of men consume news (watch news videos as well as read traditional, lengthy news articles) on smartphones and tablets. Alternatively, women are more likely to discover news stories on social networks like Facebook and Twitter.Source : – Men, college grads are more engaged with news on mobile devices
  12. 12. Who consumes what ? People between the age of 18 to 29 are the most likely to play games, use a social network or read a book on a smartphone.Source : – Men, college grads are more engaged with news on mobile devices
  13. 13. Who consumes what ?  Games and social are the big appsSource : – The Futur of Mobile Ads
  14. 14. Who consumes what ? According to Facebook, 680 million of its monthly active users use mobile devices. Whose around 157 million of those monthly active users are mobile only.Source : – Facebook mobile users outweight PC users
  15. 15. The four main personality Smartphones can tell a lot about the type of person you are, according to the latest research there are four main personality types of smartphone users : - the Zookeeper, - the COP (Constantly Online Professional), - the FOMO (Fear of Missing Out) - and the Social Creator.Source : – Optus research reveals four smartphone personality types
  16. 16. The four main personality The Zookeeper – 34 per cent of all smartphone users. This group accounts for the largest smartphone personality type. The Zookeeper is a professional organiser who is trying to arrange themselves and their family’s busy timetable. Email and the calendar and weather apps are the most often used items on their device.Source : – Optus research reveals four smartphone personality types
  17. 17. The four main personality  The COP (Constantly Online Professional) – 29 per cent The Constantly Online Professional (COP) is always contactable anytime of the day or night and their device is the centre of their life so they can work, socialise and play on the go. They regularly use email and are also high users of gaming apps.Source : – Optus research reveals four smartphone personality types
  18. 18. The four main personality  The FOMO (Fear of Missing Out) – 24 per cent This user’s biggest concern is missing out so they are always trying to be in the know and part of the conversation by constantly checking up on what their friends are up to. It’s no surprise to know they are heavily into social networking and constantly attached to their device.Source : – Optus research reveals four smartphone personality types
  19. 19. The four main personality  The Social Creator – 13 per cent These users are ahead of the curve and always on the lookout for new information. They are conversation starters who always want to voice their opinion and never just follow the crowd. They access news and current affairs on their smartphones and review apps like IMDB, Trip Advisor and UrbanSpoon.Source : – Optus research reveals four smartphone personality types
  20. 20. The four main personality  “Mobile handsets are now considered a ‘life partner’ for most, holding valuable information and helping people to carry out their day-to-day lives through email, calendar, weather apps and social networking,”  “Mums, young adults and social creators are now embracing this technology, customising their smartphones to suit their different lifestyle needs.” says professor Amanda Gordon.  Three out of four people won’t leave their home without their smartphone and one in four would prefer to give up their TV than their mobile device.Source : – Optus research reveals four smartphone personality types
  21. 21.  Australian are becoming dependent from their smartphone. It calls Nomophobia. Everyone wants a smartphone which suits with his lifestyle & personality. The content has to be adapted to the target.
  22. 22. ApplicationsThe Mobile Experience
  23. 23. Australian apps market  In Australia, increasing numbers of smartphone users are downloading mobile apps, a reflection of the critical role apps are playing in making it easier for consumers to access services online via mobiles and facilitating the growth of the online economy.Source : ACMA – Smartphones and tablets Take-up and use in Australia
  24. 24. Applications VS Internet mobile In March 2012 in the hole world we spend 125 billion min/month on Apps, and 18 billion min/month on mobile web 140 120 100 80 Time spent on / 60 billion min 40 20 0 Apps Mobile WebSource : – The Futur of Mobile Ads
  25. 25. Smartphone users & Apps During June 2012, 4.45 million smartphone users downloaded a mobile app (an 85 per cent increase compared with June last year).Source : ACMA – Smartphones and tablets Take-up and use in Australia
  26. 26. Android dominate the market  Until recently, the number of Apple iOS apps available for download exceeded those for other platforms.  However, in October 2012, the number of unique Android apps passed Apple.Source : ACMA – Smartphones and tablets Take-up and use in Australia
  27. 27.  Mobile applications are the most popular usage on smartphone Android store is now bigger than Apps store
  28. 28. Mobile websiteThe Mobile Experience
  29. 29. Mobile web is less important than apps  People spend less time on mobile browsers than on apps  BUT global mobile traffic is now 10% of total Internet traffic  BUT users currently seem to prefer reading their news on the mobile web rather than in appsSource : – The Futur of Mobile Ads
  30. 30. Mobile web content  On mobile web, people consume the same content than on desktop web : research, news, email.  But they are still more SOLOMO : Social, Local, MobileSource : ACMA – Smartphones and tablets Take-up and use in Australia
  31. 31. Responsive Design  Only 9% of the thousands of website are reachable for mobile. Its inevitable that 2013 will be the year that responsive design takes off.Source : – Why 2013 is the year of responsive web design
  32. 32. The big growth medium  Mobile internet was described as “the big growth medium” with 32% of marketers due to use it this year compared to 25% in 2012.Source : – The Futur of Mobile Ads
  33. 33. The future of the Internet is mobile  In 2015 more than 80% of Internet connection will be made from a mobile deviceSource : – The Futur of Mobile Ads
  34. 34. Mobile is no longer optional  “The mobile revolution isn’t coming - it’s already happened. Mobile is no longer optional : businesses need to develop a mobile strategy now, or risk getting left behind,” says Jason Pellegrino, head of mobile ads, Google Australia.Source : – 52% of Australians now using smartphones
  35. 35.  Until now the apps were prefered by smartphone users, but the trend is reversing. People wants to have access and receive the same information no matter the device they are using. Anywhere, Anytime, Any devices.
  36. 36. PurchaseThe Mobile Experience
  37. 37. Smartphone are powerful shopping tools  Google had found smartphones are becoming powerful shopping tools with 65 per cent accessing the web from their device daily.Source : – 52% of Australians now using smartphones
  38. 38. Shopping on mobile And 94% of respondents have researched a product or service on their smartphone While 28% have actually purchased a product from their smartphone. Source : – 52% of Australians now using smartphones
  39. 39. Businesses are missing out With that in mind, businesses are missing out on revenue because 79% of their websites are not optimised for viewing on a smartphone.Source : – 52% of Australians now using smartphones
  40. 40.  People are ready to use their mobile for shopping, but brand websites are not adapted. There is already evidence that mobile websites can deliver benefits to businesses.
  41. 41. Mobile AdvertisingThe Mobile Experience
  42. 42. Mobile Ads are not really mobile Most of “mobile” ads are just web search and display ads viewed on mobile. 2011 Global Mobile Ad spend by category : - Search : 62%, - Display : 28%, - Messaging : 10%Source : – The Futur of Mobile Ads
  43. 43. Desirable content  Social and gaming get most of the ad spendingSource : – The Futur of Mobile Ads
  44. 44. Desirable content  Some content categories are more desirable than othersSource : – The Futur of Mobile Ads
  45. 45. Mobile ads really sucks  Smartphone users really don’t like intrusive ads.  New research suggests that users find mobile ads far more interruptive - and annoying - than those on TV.Source : – Mobile ads more disruptive than tv spots
  46. 46. Mobile ads really sucks  Only 12% find them engaging, - 14% think theyre relevant - and 17% think theyre interesting. People seem to agree with the late Steve Jobs, who famously once said, "mobile advertising really sucks" (and then launched iAd in hopes of fixing that.)Source : – Mobile ads more disruptive than tv spots
  47. 47. Targeted mobile ads  Despite having a decidedly negative view of mobile advertising, a significant portion of mobile users were open to mobile ad targeting based upon their personal interests (49%) and current location (43%).Source : – Mobile ads more disruptive than tv spots
  48. 48. Social network ads  Mobile ad spending expects a 180% increase in 2013, attributed largely to the early success of so-called "native" ad formats like Facebooks mobile news feed ads and Twitters promoted tweets.Source : – Facebook predicted to take in $339M in mobile ad revenue this year
  49. 49.  Mobile ad spend is about to skyrocket in Australia, as advertisers realise that mobile is becoming the norm “It’s a multiscreen world and touch is redefining everything that we do. Tactile, emotional engagement is also starting to come to advertising.”
  50. 50. What’s next ?The Mobile Experience
  51. 51. Global mobile predictions for 2013  Time spent on mobile devices approaches time spent with TV Time spent on mobile applications increased 35% in 2012 -- to 127 minutes a day from 94 minutes a day -- while time spent watching TV remained flat at 168 minutes. If these trends continue, mobile apps will eclipse TV in 2013, and adoption rates suggest they may.Source : – Mobile predictions for 2013
  52. 52. Global mobile predictions for 2013  Android become the mobile standard The Google’s operating system has succeed to surpass Apple in terms of mobile sales and apps sales.Source : – Mes predictions pour 2013
  53. 53. Global mobile predictions for 2013  The mobile web becomes bigger than mobile apps With the fragmentation of the numbers of apps store, it’s now be reached on his mobile website.Source : – Mes predictions pour 2013
  54. 54. Global mobile predictions for 2013  Lawmakers press for limits on location-based advertising More time is being spent on mobile devices, but marketing dollars spent on mobile ads doesnt match up. Thats why marketers are pushing for ads that take advantage of the unique capability of the phone: to target you with offers and messages targeted at a unique location at a given time.Source : – Mobile predictions for 2013
  55. 55. Global mobile predictions for 2013  NFC – Near Field Communication It sure seems like the technology for the future, and its undeniable that major companies such as Google are placing big bets for NFC to become the next global standard for everything from payment transactions to easy data transfer between devices.Source : – Mes predictions pour 2013
  56. 56. Global mobile predictions for 2013  Integration Establishing a mobile strategy has become a focus for many brands and this will be a key challenge in 2013 to which marketers, agencies and mobile platforms will all contribute.Source : – What mobile needs to do to have a great 2013
  57. 57.  Mobile is already the new big thing It’s just the beginning
  58. 58. One More ThingThe Mobile Experience
  59. 59. 2 things to remember : Anytime, anywhere, any devices SOLOMO : Social, Local, Mobile
  60. 60. "Its the first screen a consumer uses, every day. Mobile needs to be viewed as the first screen."