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Getting to Know the Mobile Consumer & Marketing with Location-Based Services

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An overview of the drivers, trends and behaviors of the mobile consumer and a primer on popular mobile location-based marketing opportunities.

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Getting to Know the Mobile Consumer & Marketing with Location-Based Services

  1. 1. Getting to Know theMobile Consumer& Marketing withLocation-BasedServices by Adam Helweh of Secret Sushi Creative Inc.
  2. 2. Hi! I’m Adam HelwehFounder and CEO of Secret SushiCreative, a strategic design, digital and social media marketing agency. Enough with the introduction. You’re here for the presentation! Let’s get started www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  3. 3. Let’s first agree ... Tablets SmartThe term “Mobile Device" Phonesrefers to smartphones,tablets and sometimes E-readers. Mobile DevicesAlthough technically“mobile”, laptopsare consideredmobile computers. Laptops Desktops Not Mobile www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  4. 4. Mobile internet usage is expected to surpass desktop internet usage by 2015.* Desktop Internet Users Mobile Internet Users 2,000 *Source: IDC (idc.com) September 2011 1,500Internet Users 1,000 500 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  5. 5. Let’s focus onsmartphonesfor the rest of thepresentation www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  6. 6. Cheaper smartphones and more affordable data plans have contributed to an ... $$$Device & Data 89% increase in mobile data usage from 2011 – 2012
  7. 7. Smartphone Sales $ 491 145 million millionsmartphones sold worldwide in smartphones sold in 2011 Q1 2012 www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  8. 8. Whois the MobileCustomer? www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  9. 9. Gender:Smartphone population is ... 50.9% 49.1% Females Males Source: Pateerson, Sean, “Nielsen Takes a Look at Smartphone Demographics,” May 7, 2012 http://www.webpronews.com/nielsen-takes-a-look-at- smartphone-demographics-2012-05 www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  10. 10. Age:Heaviest overall audience concentration is ... ... between the ages of 25-44 Source: Pateerson, Sean, “Nielsen Takes a Look at Smartphone Demographics,” May 7, 2012 http://www.webpronews.com/nielsen-takes-a-look-at- smartphone-demographics-2012-05 www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  11. 11. Income: 50% of smartphone usersreside in households with ... ... income of $75,000 + Source: Radwanick, Sarah, Comscore Press Release, June 8, 2012. http://www.comscore.com/Press_Events/Press_Releases 2012/6/ Majority_of_Tablet_Users_Watch_Video_on_their_Device www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  12. 12. Ethnicity:Minorities are far more likely than white Americans to use smartphones. 67% of Asian Americans 57% of White Americans 54% of Hispanic Americans 45% of African Americans 0% 25% 50% 75% 100% Source: Radwanick, Sarah, Comscore Press Release, June 8, 2012. http://www.comscore.com/Press_Events/Press_Releases 2012/6/ Majority_of_Tablet_Users_Watch_Video_on_their_Device www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  13. 13. Let’s talk aboutLocation-BasedServices
  14. 14. What is a location-based service?Location-based services (LBS for short) are a set ofapplication services and data that provide location based, geographic and often real-time context to a computer application. Most commonly used on mobile devices, these services might help you identify a location, find afriend, track an experience or become notified of a nearby offer.
  15. 15. Enablers ofLocation-Based Services:๏ On-board GPS๏ Small Form Factor๏ Persistent Connectivity
  16. 16. Location-Based Behavior:74% of smartphone owners use their phone to get real-time location based information. ?61% of smartphone owners then called that business. 555-123459% of smartphone owners then then visited that business. $23.95 0% 20% 40% 60% 80% 100% Source: Pew Research , Three-quarters of smartphone owners use location-based services, May 11, 2012. http://pewinternet.org/Reports/2012/Location-based-services.aspx www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  17. 17. Real-Time Location-Based Information Sources: Business Directories Mapping Services Search Engines Social Networks www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  18. 18. Location-Based Behavior: 18% use a social location-based service to “check in” to certain locations or shareYou Are Here their location with friends. Source: Pew Research , Three-quarters of smartphone owners use location-based services, May 11, 2012. http://pewinternet.org/Reports/2012/Location-based-services.aspx www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  19. 19. Popular location-based uses and applications: Loyalty & Incentive Programs www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  20. 20. Popular location-based uses and applications: Search & Discovery www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  21. 21. Popular location-based uses and applications: Location-Based Offers/Deals www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  22. 22. Popular location-based uses and applications:Location-Based Mobile Photo Apps www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  23. 23. Popular location-based uses and applications: Assisted Social Serendipity www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  24. 24. Popular location-based uses and applications:Location Targeted Listening & Monitoring www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  25. 25. Here are someExamples
  26. 26. Visit shopkick.com for a tour of the in-store app experience. www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  27. 27. Synch your eligible American Express Card securely to Foursquare. https://sync.americanexpress.com/ Video: http://youtu.be/gPsm2PTbV_c www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  28. 28. Then get access to special offers when you check-in to business and use your American Express card to pay. www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  29. 29. American Express has created the most engaged presence of any financial company on Foursquare. www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  30. 30. American Express has created the most engaged presence of any financial company on Foursquare. www.secretsushi.com | Adam@secretsushi.com | @secretsushi
  31. 31. Questions? Want to talk? adam@secretsushi.com (408) 786-9556www.linkedin.com/in/adamhelweh @Secretsushi www.secretsushi.com | Adam@secretsushi.com | @secretsushi

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