Multi-Platform Consumption is the new reality of commerce
Smartphone adoption has seen a rapid uptake since 2011
For core demographics, the smartphone adoption continues to affect consumers ability to connect and engage with content
Mobile adoption is forecasted to continue rapid expansion through 2015
Mobile not only assists in delivering content to core audiences, it is proven to be a key portion of the search process for products both online and offline.
Mobile is proving to be a key facet of the consumer search journey and evidence points to its ability to drive online/offline interaction with brands, increase follow up activity and seamlessly intertwine with the consumers psychographic characteristics.
Understanding the Mobile Landscape
Backbone MediaUnderstanding the Mobile Landscape
UNDERSTANDING THE MOBILE LANDSCAPE 1. Understanding mobile search 2. Effect on Business/Commerce 3. Mobile Penetration and Growth
EFFECT ON BUSINESS/COMMERCE • Through 2016, e-commerce will grow at twice the rate of overall retail, and m- commerce’s share of online commerce will more than double, from 11 to 24 percent1,2 • Nearly one in four site visits originates from a mobile or tablet device3 • 1/5 of all search traffic is driven by queries received from mobile users4 1 The Dawn of Mobile Influence: Discovering the value of mobile in retail, Deloitte Digital, 2013 2 “Mobile Traffic Has Quadrupled in Last Two Years” Heather Leonard, Business Insider, January 10, 2013 3 RKG Digital Marketing Report: Q4 2012, Rimm-Kaufman Group, January 2013 4 “Americans Now Spend More Time on Facebook Mobile Than Its Website” Josh Conatine, TechCrunch, May 11, 2012
MOBILE PENETRATION & GROWTH • Smartphones and tablets are reshaping the way that consumers connect and experience media • The tablet market is almost a vertical line since entering the market in 2010 • Tablets hit 40 million users in 4x less time as it took mobile
MOBILE PENETRATION & GROWTH • As of December 2012, the majority (53.8%) if phones in the US are now smartphones, capable of web browsing and rich media experiences • 72% of all new phones being bought are smart phones • 90% of US smartphone users are on either iOs or Android platforms