Mobile First and App Trends 2012


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Presentation used at several conferences and at at least 20 client workshops this year. Content includes:
* Why mobile first?
* Web vs Mobile transition
* How mobile first
* HTML5 maturity
* Apps vs mobile web usage
* Mobile Commerce Trends
* and more...

Please contact us for more details or sources of the information.

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Mobile First and App Trends 2012

  1. 1. Mobile Trends 2012!Magnus Jern, 2012-09-25
  2. 2. OverviewAgendaWhat we want to cover!   About Golden Gekko!   Trends & Insights !   Mobile First !   Responsive Design !   Mobile Web vs Native apps and HTML5 ! mCommerce 2
  3. 3. About Golden GekkoOverview and one Case Study 3
  4. 4. A team of 140+ people that love and breathe mobileapps/sites. 20+ nationalities across 5 countries. 4
  5. 5. More than 150 brands and agencies haveput their trust in us. 5
  6. 6. PortfolioO2 PriorityMomentsPriority Moments is a clevernew mobile service just forO2 customers. !   It brings you great nearby offers and experiences exclusive to O2, with a handful picked from the best already in the market - from some of the UK’s most well-loved brands.!   Launched in July 2011.!   Native iOS and Android Apps + Mobile Web and backend for offer management!   Over 1m active users Jan 2012 6
  7. 7. PortfolioO2 Priority Moments!Commercial 7
  8. 8. Trends and InsightsBackground 8
  9. 9. Start with thinkingMobile-FirstReason No. 1 – It’s a fact, mobile is taking over. During 2011−2016 Ciscoanticipates that globalmobile data traffic willoutgrow global fixed datatraffic by three times. 9
  10. 10. 5 billion+People who own a mobile phone in the world. 10
  11. 11. Overview 11
  12. 12. In some countries it isalready happening 12
  13. 13. Mobile-First Reason No. 2 - Things are changing. 2010 Google adopted mobile first2011 Luke Wroblewski publishes “Mobile First”2011 Facebook, eBay, Amazon, Twitterannounced mobile as the first priority2012 Consumer brands such as AmericanExpress, Procter & Gamble, Coca Cola adoptMobile First strategies and some even mobileonly such as Path and Instagram 13
  14. 14. Mobile-FirstReason No. 3 – Mobile is different by nature. Yesterday Today “Go to the computer” “Open a browser (or app)”LOCATION is irrelevant LOCATION is everything TIME is on my side TIME flies U.E. “most content win!” U.E. “Less is more” 14
  15. 15. Mobile-First Reason No. 4 – The Cross Platform Challenge 15
  16. 16. Key insights 16
  17. 17. Time spent on mobile hasalready surpassed print 17
  18. 18. Apps vs Mobile Web?!You need both!%  Traffic   App   Mobile   %  Preferred   App   Mobile   Web   Web  Airlines   61%   39%   Maps/direc9ons   52%   48%  Cruise  Lines   0%   100%   Research  Travel   25%   75%  Ground   14%   86%   Check  travel   23%   77%  Transporta9on   reviews  Hotel   31%   69%   Check  travel   32%   68%  Maps/Naviga9on   98%   2%   i9nerary  Mul9-­‐category   79%   21%   Adobe,  October  2010  travel  Travel   54%   46%  Des9na9ons  /  Theme  Parks   Nielsen,  June  2012   18
  19. 19. App usage dominates fortop online companies!   Mobile web has more users but time spent on the apps vastly outperforms mobile web!   Even brands such as Google with mobile web focus get much more engagement from apps!   The only exceptions are Wikipedia and Microsoft because they don’t have apps for most services 19
  20. 20. Facebook about HTML5Mark  Zuckerberg:  “We  had  to  start  over  and  rewrite  everything  to  be  na9ve.  We  burned  two  years.”  “The  biggest  mistake  we  made  as  a  company  was  beTng  too  much  on  HTML5,  because  it’s  just  not  there  yet.  ”  “Two  years  ago,  we  decided  to  bet  completely  on  HTML5.  We  believed  that  because  it  used  the  same  technology  as  the  desktop,  we  thought  it  could  improve.  But  it  wasn’t  good  enough.  We  realized  the  only  way  we  could  get  there  was  to  go  na9ve.”  “We  want  to  build  a  system  that  is  deeply  as  possible  integrated  into  every  device.  We  have  three  mobile  plaZorms:  mobile  Web,  Apple‘s  iOS,  Android.”    …but  Mobile  Web  s9ll  makes  up  55%  of  the  traffic  to  Facebook   20
  21. 21. So what does thismean for HTML5?!   HTML5 is a great technology evolution for mobile web!   Hybrid apps (HTML5 code wrapped as native apps like current Facebook for Android) can be developed using HTML5 with a lower cost than native if you are willing to compromise on speed and User Experience!   If you are not willing to compromise then native is the only alternative for now if you want to deliver a great app experience!   HTML5 will continue to improve rapidly but so will native apps so therefore they will continue to evolve side by side for at least another 3-5 years 21
  22. 22. mCommercemCommerce is much more than eCommerce on Mobile 22
  23. 23. mCommerce Trends &Barriers!   With current growth rate mobile commerce will still represent a small share of total web traffic by 2016!   5 out of 6 barriers to mobile commerce are user experience related 23