Make it mobile

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Presentado en la Universidad de Valladolid el 5 de noviembre de 2012.

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Make it mobile

  1. 1. MAKE  IT  MOBILE  ADRIÁN  RUIZ-­‐MEDIAVILLA  @adrimedia  
  2. 2. LA  MALA  NOTICIA:   HOY  NO  VAMOS  A  HABLAR  DE  MÓVILES  
  3. 3. GOOGLE:  “TELÉFONO  MÓVIL”  
  4. 4. TU  SMARTPHONE  >  EL  ORDENADOR  DEL  APOLO  XI  
  5. 5. TODO  LO  QUE  HAY  EN  UN  SMARTPHONE  
  6. 6. LO  QUE  HACEMOS  CON  UN  SMARTPHONE   ACTIVIDAD        MINUTOS  /  DÍA     INTERNET        25   REDES  SOCIALES    17   MÚSICA        15   JUEGOS        14   HABLAR        12   EMAIL          11   MENSAJES        10   VIDEO          9   LEER  LIBROS      9   HACER  FOTOS      3     TOTAL          128         Fuente:  O2  
  7. 7. …  Y  LO  QUE  QUEDA  POR  VENIR  
  8. 8. MI  APUESTA:  EL  MUNDIAL  2014  LO  VEREMOS  MÁS  EN  UNA  PANTALLA  MÓVIL  QUE  EN  UNA  FIJA  
  9. 9. PERSPECTIVA  
  10. 10. 2011 saw consumers face an ever-growing number of device options to consider when making a mobile phone purchase,particularly when shopping for a smartphone. In the U.S. alone, there were more than 400 smartphone devices on themarket at the end of 2011, supplying consumers with a plethora of options when making a purchase. In several markets,smartphones surpassed feature phones to account for the majority of new device purchases for the first time during 2011.During the year, Germany, France, Italy, Canada and the U.S. all achieved this milestone, joining the UK and Spain whichpassed this threshold in 2010. The UK and Spain, which both see smartphone ownership account for more than half oftheir total mobile populations, foreshadow the trend that will occur in other markets as smartphone devices make their wayinto the majority of mobile users’ hands during 2012.Smartphones Surpass Feature Phones as the Top Acquired Device TypeSource: comScore MobiLens May 2010 September 2010 January 2011 June 2011 UK Spain Germany Italy and Canada February 2011 July 2011 France U.S.
  11. 11. LA  REVOLUCIÓN  EMPEZÓ  AYER  
  12. 12. ¿TENEMOS  TIEMPO?  
  13. 13. MÓVIL  =  ALWAYS  ON   84%     50%     NO  PUEDE  VIVIR  UN  DÍA  SIN  ÉL   20%     SE  LO  LLEVAN  A  LA  CAMA   LO  CONSULTAN  CADA  10’  
  14. 14. MÓVIL  =  INMEDIATEZ  
  15. 15. MÓVIL  =  MULTITASKING   Fuente:  Time  Magazine  
  16. 16. MÓVIL  =  MULTITASKING  
  17. 17. MÓVIL  =  CONTEXTO  
  18. 18. MÓVIL  =  CONTEXTO  39%  UTILIZAN  EL  SMARTPHONE  AL  IR  AL  BAÑO  
  19. 19. MÓVIL  =  CONTEXTO  39%  UTILIZAN  EL  SMARTPHONE  AL  IR  AL  BAÑO  1/3  ABREN  UNA  APP  ANTES  DE  SALIR  DE  LA  CAMA  
  20. 20. MÓVIL  =  CONTEXTO  39%  UTILIZAN  EL  SMARTPHONE  AL  IR  AL  BAÑO  1/3  ABREN  UNA  APP  ANTES  DE  SALIR  DE  LA  CAMA  6%  LEEN  SMS  MIENTRAS  PRACTICAN  SEXO  
  21. 21. ALWAYS  ON  /  INMEDIATEZ  /  MULTITASKING  /  CONTEXTO  
  22. 22. UN  ERROR  FÁCIL:  PORTÁTIL  =  TABLETA  =  SMARTPHONE  
  23. 23. UN  ERROR  FÁCIL:  PORTÁTIL  =  TABLETA  =  SMARTPHONE  
  24. 24. it becomes more important than ever for newspaper interacting with their computers. companies and those in similar industries to understand the dynamics of such varied media consumption. Share of U.S. Device Page Traffic for the Newspaper Category Over a Day (Weekday) Source: comScore Custom Analytics, January 24, 2012 (Tuesday), U.S. 10% SHARE OF DAILY DEVICE TRAFFIC TO CATEGORY ABLETS The trend for Newspaper site consumption on tablets 9% shows highest relative use in the evening, just before 8% consumption throughout the day, compared to tablets and mobile devices. Tablet use saw significantly higher relativeD MULTI- midnight. This indicates that tablet owners are most likely 7% use in the morning, as tablet owners were more likely to to turn to their tablets for news late in the evening after browse news leisurely through these devices on a weekendATFORM 6% unplugging from their computer screens and before getting 5% morning. MPTION ready4% turn in for the night. Mobile devices, on the other hand,3% to display a moderately steady trend for relative news These differing trends highlight how consumers depend on a consumption through the day, suggesting that people turn variety of devices to consume information depending on their 2% to their phones for news in small, regular doses as they needs at the moment – broadly illustrating an overall shift 1% toward cross-platform digital media consumption through move from location to location throughout the day. 0% multiple device touchpoints. In 2012, it will be interesting to 12:00 AM 6:00 AM 12:00 PM 6:00 PM The relative traffic trends for weekend news consumption see how such digital media consumption habits continue to paint a different picture. Computers drove less relative news be shaped by tablets and connected devices to be released. TABLET MOBILE COMPUTER Share of U.S. Device Page Traffic for the Newspaper Category Over a Day (Weekend) Source: comScore Custom Analytics, January 28, 2012 (Saturday), U.S. 41 10% SHARE OF DAILY DEVICE TRAFFIC TO CATEGORY 9% 8% 7% 6% 5% 4% 3% 2% 1% 0% 12:00 AM 6:00 AM 12:00 PM 6:00 PM TABLET MOBILE COMPUTER
  25. 25. EL  USUARIO  FIJO  
  26. 26. EL  USUARIO  MÓVIL  
  27. 27. EL  USUARIO  MÓVIL  
  28. 28. CÓMO  LA  GENTE  COMPRA  HOY  
  29. 29. TABLETS A closer inspection of the types of devices driving the most traffic within these platforms shows that iPads drove more A breakdown of tablet traffic by platform indicates that iOS has a substantial lead, driving 90.4 percent of all tabletD MULTI- than half of all iOS traffic – a significant percentage that not traffic in December 2011. While the Android platform still SMARTPHONE  vs  TABLET   only considerably increases overall iOS traffic share, but is contributes only a fraction of tablet traffic at the moment, it ATFORM also noteworthy considering that iPhones have been around is highly probable that this percentage will increase in 2012UMPTION much longer than iPads. with the increasing popularity of new Android tablets such as the Kindle Fire and continued development of tablets meeting OS Share of Device Traffic a lower price point and catering to various audience needs. Source: comScore Device Essentials, Dec-2011, U.S. 0.5% 9.1% 8.4% 6.5% 47.4% 90.4% 37.7% TABLET MOBILE IOS ANDROID RIM ANDROID IOS RIM OTHER 39 Source:  comScore  Device  EssenTals,  Dec-­‐2011,  U.S.  
  30. 30. SMARTPHONE  vs  TABLET   0.5% Edad  media      34      30   9.1% Usuarios  55+    17%    7%   6.5% 8.4% 47.4% Gaming        67%    39%   90.4% 37.7% Social  media    10%    24%   TABLET MOBILE IOS ANDROID RIM ANDROID IOS RIM OTHER Source:  Flurry  AnalyTcs  
  31. 31. Smartphone Users Are Avid Video Watchers Online Video Consumption Total usage Usage at least once a day 79% 77% 75% 69% 71% 64% 11% 23% 18% 26% 13% 10%Base: Private Smartphone users who use the internet in general, wave 2 (US: 1.000; UK: 1.000; FR: 1.000; DE: 1.000; ES: 1.000; JP: 1.000). Google Confidential and Proprietary 12Q38. How often do you visit a social network (via websites or apps) on your…?
  32. 32. Smartphone Users Are FrequentSocial Networkers Social Media Usage Total usage Usage at least once a day 79% 78% 79% 69% 70% 66% 54% 48% 51% 38% 37% 46%Base: Private Smartphone users who use the internet in general, wave 2 (US: 1.000; UK: 1.000; FR: 1.000; DE: 1.000; ES: 1.000; JP: 1.000). Google Confidential and Proprietary 13Q38. How often do you visit a social network (via websites or apps) on your…?
  33. 33. LA  PREGUNTA  DEL  MILLÓN   ¿POR  QUÉ     EL  USUARIO    QUIERE  MI  CONTENIDO  EN  FORMATO  MÓVIL?  
  34. 34. MÓVIL  ≠  LO  MISMO  EN  PANTALLA  MÁS  PEQUEÑA  
  35. 35. UN  CONTENIDO,  VARIOS  PUNTOS  DE  ENTRADA  
  36. 36. ESPN:  “BEST  AVAILABLE  SCREEN”  
  37. 37. “We  believe  in  live.  We  believe  in  live.  We  just  think  at  this  point  with  technology  and  people’s  expectanons  and  the  ability  to  get  instant  informanon,  we  believe  in  live.”  
  38. 38. TWITTER,  LA  RED  DEL  DEPORTE  
  39. 39. MUCHO  MÁS  QUE  DEPORTISTAS  QUE  HABLAN  
  40. 40. 32.000  TUITS  POR  MINUTO  
  41. 41. Tweets  about  the  Champions  League   final  2012  (Saturday  May  19)  
  42. 42. 9,66  MILLONES  DE  TUITS    
  43. 43. EL  OTRO  RÉCORD  DE  USAIN  BOLT  
  44. 44. 116.000  TUITS  POR  MINUTO    
  45. 45. 16  MILLONES  DE  TUITS    
  46. 46. 15.358  TUITS  POR  SEGUNDO  
  47. 47. LA  PLATAFORMA  IDEAL  PARA  CONSUMIR  DEPORTE   INMEDIATEZ   LIGEREZA   MULTITASKING  
  48. 48. WHAT  NEXT?  
  49. 49. DEPORTE  INTELIGENTE  
  50. 50. SERVICIOS  EN  EL  ESTADIO  
  51. 51. ¿LA  LIGA  MÓVIL?  
  52. 52. THE  SKY  IS  THE  LIMIT  
  53. 53. EL  DÍA  DE  HACER  TU  SITIO  MÓVIL  ES  AYER  
  54. 54. EL  SMARTPHONE  NO  ES  LA  PANTALLA  PRINCIPAL,  PERO  SÍ  EL  PRIMER  PUNTO  DE   ACCESO  
  55. 55. LOS  DISPOSITIVOS  MÓVILES  PERMITEN  UNA   EXPERIENCIA  AUMENTADA  DEL  DEPORTE  
  56. 56.  A  LA  HORA  DE  CREAR  CONTENIDOS,  ES  MÁS   EFICIENTE  SEGUIR  AL  CONSUMIDOR  
  57. 57. Y  EN  CASO  DE  DUDA,  MÓVIL  
  58. 58. GRACIAS    @adrimedia  

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