1.
Bas van den Beld, State of Digital
www.basvandenbeld.com | www.stateofdigital.com
Mobile: A look from the user perspective
@basvandenbeld
Speaking, Consulting,
Publishing, Training

2.
@basvandenbeld
The Mobile Phone changed my life…

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Let’s go back to 1999…
@basvandenbeld

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@basvandenbeld

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@basvandenbeld

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@basvandenbeld
In 2000…

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@basvandenbeld
By early 2002…

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Fast forward to 2016…
@basvandenbeld

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@basvandenbeld

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@basvandenbeld

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@basvandenbeld

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@basvandenbeld
74% (+9% YoY) of Germans use a
smartphone. That’s 51 million people!
From: Bitcom Research

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@basvandenbeld
More than 4 in 10 teens in Germany own all three:
a smartphone, a tablet and a desktop or laptop
From: https://insights.fb.com/

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@basvandenbeld
Zalando grows web sales 36% in 2015
> $3 billion
in online
sales

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@basvandenbeld
Mobile accounted for 57.1% of total traffic
+14.8% YoY
App downloads
more than
doubled to 19
million

16.
Mobile didn’t just change our
lives, it is part of our lives
@basvandenbeld

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@basvandenbeld

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@basvandenbeld
“Multi-device teens in Germany have a very personal
relationship with their smartphones, equating them
to their “diary”—something that knows them well and
keeps their secrets.”
From: https://insights.fb.com/

19.
@basvandenbeld
THAT MOMENT
YOU REALISE YOUR PHONE IS NOT IN YOUR
POCKET

20.
How do (search) marketers respond?
@basvandenbeld

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@basvandenbeld

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@basvandenbeld

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@basvandenbeld

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@basvandenbeld
Mobile-friendly isn’t just a readable
website

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What really is mobile-friendly?
@basvandenbeld

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Mobile-friendly is understanding…
@basvandenbeld

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@basvandenbeld
Mobile-friendly = where is
someone?

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@basvandenbeld
1 in 4 admits to
searching from
the toilet…

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@basvandenbeld
Mobile goes beyond the device, it’s
where someone is, no matter what
device they use

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@basvandenbeld
Mobile-friendly = what are they
doing?

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@basvandenbeld

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@basvandenbeld
59% of German multi-device teens use
their smartphone when studying and
43% use it for studying
From: https://insights.fb.com/

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@basvandenbeld
Mobile-friendly = how does
someone use their device?

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@basvandenbeld
70% of
millennials use
voice search
Microsoft

35.
@basvandenbeld
Data Source: Microsoft Internal data, April 2015
1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words
Speech Text Average Bing Ads searches more
concentrated around 1-3 words
Win 10 voice searches
longer through the tail

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@basvandenbeld
Users expect more natural and conversational
interactions with a search engine
Google about Hummingbird - September 2013

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@basvandenbeld
Mobile-friendly = what are they
using their device for?

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@basvandenbeld
From: https://insights.fb.com/

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@basvandenbeld

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@basvandenbeld

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@basvandenbeld

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@basvandenbeld

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@basvandenbeld

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@basvandenbeld

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@basvandenbeld
Our devices are now our personal
assistants

46.
Cortana
SiriFacebook “M”
@basvandenbeld

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@basvandenbeld
Mobile-friendly = knowing what does
someone want right there and then?

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@basvandenbeld

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@basvandenbeld
Mobile makes up 88% of all "near me" searches,
with those mobile searches growing at 146% year
over year.
From: thinkwithgoogle.com

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How should a marketer respond?
@basvandenbeld

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@basvandenbeld
Think about the user: what do they
need and use. What works for them.

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@basvandenbeld

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@basvandenbeld
Mobile searches are full with intent across
various stages of the buying process

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@basvandenbeld

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@basvandenbeld

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@basvandenbeld
You want to be there, but you need to
be useful as well

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@basvandenbeld
UX = User Experience
Mobile is the experience…
Make it friendly…

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Thank you!
Bas van den Beld
www.basvandenbeld.com
www.stateofdigital.com
nl.linkedin.com/in/basvandenbeld
@stateofdigital
@basvandenbeld
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