Mobile Trends WorkshopWhat every business needs to know about the increasing use ofSmartPhones and Tablet Computers In Routt County
Facts About Mobile◼More than 120 million people in the U.S. now own a smartphone,accounting for more than 50% of all mobile phone users andrepresenting an increase of 30 million over the past year.◼More than 48 million people owned a tablet at the end of 2012,representing growth of 300% from 2011. The tablet is the fastestgrowing electronic device ever created.◼Smartphones and tablets now account for 13% of all Internetpage views and their use is growing at an accelerating rate.◼About 13% of all e-commerce transactions over the 2012 holidayshopping season were completed using a mobile device, 70% ona tablet. Overall, M-commerce is now growing at a rate of about30% per year.◼comScore’s 4th quarter report showed declines in desktopsearch engine use for the first time ever, suggesting that desktopsearch has peaked. Sources: comScore Report 1-11-13; Google-Nielsen study (March 2013)
Searching for Solutions◼Estimates are that 30% of all Internet searches are done on a mobiledevice and that mobile search will overtake desktop search before2015, perhaps as soon as this year.◼Google reports that as of October, mobile search had exceededdesktop search when it comes to trivia questions.◼77% of mobile searches happen at home or work, even though adesktop or laptop computer is nearby.◼73% of mobile searches trigger follow-up actions: Phone call, onlinepurchase or in-store visit. The majority of follow-up actions (55%)happen within 1 hour of the mobile search.◼comScore data show consumers increased use of smartphones toaccess retail-related information by 50% in the past year.Showrooming has placed downward pressure on pricing.◼Google, Microsoft and Yahoo battling to control mobile search.Facebook now calls itself a ―Mobile First, Mobile Best‖ company(introduction of Home). Sources: comScore Report 1-11-13; Google-Nielsen study (March 2013)
Mobile Steamboat Today Growth of Mobile — SteamboatToday.com 350,000 300,000 250,000User Sessions 200,000 In March: 27% of users 150,000 were on mobile device +85% 100,000 50,000 - DESKTOP MOBILE
Mobile Steamboat Today Steamboat Today Readership by Pla orm Tablet App 5% 3% Mobile Web 8% Newspapers 43% Desktop Web 41%Mobile now accounts for 16% of all Newspaper Readership
Steamboat Today Mobile Survey◼20-question online survey conducted April 1-5, 2013. Asenticement, we offered a drawing for an iPad Mini.◼Survey was marketed via email to 12,000 readers and advertisedin print and online.◼939 people completed the survey, all with ties to Routt County.734 Routt County adults took the survey, about 4% of the county’sadult population.◼This survey is not scientific. More women than men took thesurvey. The survey skews toward those with internet and emailaccess and those interested in winning an iPad mini. Nevertheless,the data is helpful in understanding mobile device use, particularlywhen broken out demographically.◼For a copy of the survey results and this presentation, email meat sstanford@SteamboatToday.com. Source: Steamboat Today Mobile Survey (April 2013))
Steamboat Today Mobile Survey Does your home include a landline for phone use? 86% Twentysomethings don’t need landlines. Many never had them. 59% 54% 53% 54% 46% 47% 46% Yes 41% No 14% Overall Men Women 18-34 35-64
Steamboat Today Reader Survey Do you own or use a Smartphone? 74% Smartphone penetration up 23% in 7 months 65% 60% April 2013 51% 49% August 2012 40% Yes 35% No 26% 2010 2011 2012 2013
Steamboat Today Mobile Survey Do you use a Smartphone? 87% 76%74% 73% 73% Yes No 26% 27% 27% 24% 13% Overall Men Women 18-34 35-64
Steamboat Today Mobile SurveyiPhone: 43% Android: 27% Blackberry: 2% I don’t have a Smartphone: 25% Windows Phone: 1%
Steamboat Today Mobile Survey How o en is your phone within arms reach? 35-64 44% 23% 18-34 66% 20%Women 44% 25% 70% of residents keep phone Men 51% 17% within arm’s reach 75%Overall 47% 22% of the time 90 percent or more of the me 75-89% of the me
Steamboat Today Mobile Survey Do you use a tablet computer such as an iPad? 54% 55% 55% 53% 51% 49% 47% 46% 45% 45% Overall Men Women 18-34 35-64 Yes NoTablets being adopted faster by older demographic.Younger demographic is more satisfied with phone as single tool.
Steamboat Today Mobile Survey Seeking contact info on a business. Where do you start? Mobile 35-64 41% 30% 17% 11% 41% 18-34 29% 61% 3% 6% 67%Women 40% 32% 16% 10% 42% Men 38% 35% 14% 10% 45%Overall 39% 33% 16% 10% 43% Computer Mobile Phone Print Yellow Pages Tablet
Steamboat Today Mobile Survey In the past 30 days, which of the following ac vi es have you done on your mobile phone? Made, received phone calls 97% Sent, received text msgs 90% Took a picture, shared it 76% Sent, received email 71% Checked the weather 68% Searched for a business 56% Managed a calendar 54% Researched something 53% Read news stories 53% Used social media Used a GPS nav system 47% 47% On average, persons Watched video 39% in the 18-34 age Downloaded and listed to music Played a game 34% 32% group were 19.5% Conducted banking 29% more likely to have Created a Video 27% done activities on Shopped/purchased goods 27% Made travel arrangements 17% their mobile phoneRecorded diet/health/fitness info 15% than those in the 34- 65 age group Researched real estate 11% Other 4%
Steamboat Today Mobile Survey Rank the following mobile phone uses according to importance (1=most important)Communicate (phone, text, email) 1.3 Get news, sports, weather info 4.4 Get direc ons 4.7 Find contact info 4.8 Use social media 5.6 Download, play music 6.3 Shop 6.3 Track personal finances 6.7 Watch videos 7.4 Play games 7.5
Steamboat Today Mobile Survey Which of the following ac vi es have you done on your tablet computer in the past 30 days? Read news stories 46% I do not use a tablet computer 45% Sent, received email 45% Watched video 42% Checked weather updates 41% Shopped, purchased goods 36% Searched for a business 36% Researched something 31% Used social media 31% Played a game 25% Managed a calendar 23% Made travel arrangements 22% Tablets are Took a picture and shared it 21% Conducted banking 20% preferred for Cha ed via videoconference 19% mediaDownloaded and listened to music 19% consumption – Researched real estate 11% news, videos. Used a GPS nav system 10% Also, preferred for Recorded diet/health/fitness info 8% Created a Video 7% ―M-Commerce‖ Other 4%
Steamboat Today Mobile Survey Rank the following tablet uses according to importance (1=most important) Get news, sports, weather info 3.4Communicate (chat, email, skype) 3.5 Shop 4.4 Use social media 5.4 Find contact info 5.6 Watch videos 5.9 Download, play music 6.4 Get direc ons 6.6 Play games 6.9 Track personal finances 6.9
Steamboat Today Mobile Survey Best way for store to communicate sale informa on to you? 35-64 39% 34% 9% 7% 5% 3% People hate junk email, but 18-34 43% 21% 9% 9% 5% 7% sale info is relevant and thusWomen 40% 31% 9% 6% 5% 3% not ―junk‖ Men 38% 35% 6% 8% 4% 4%Overall 39% 32% 8% 7% 5% 4% Email message Ad in Steamboat Today Text message Website banner ad Radio ad Mobile banner adBundled together, banner ads are 3rd in each group, 11% overall
Steamboat Today Mobile Survey How do you most frequently read Steamboat Today? Mobile 35-64 56% 27% 9% 6% 1% 15% 18-34 40% 40% 8% 11% 1% 19%Women 55% 29% 8% 5% 2% 13% Men 49% 32% 9% 8% 1% 17%Overall 53% 30% 9% 6% 1% 15% Print edi on Computer Tablet (iPad) Mobile Phone I dont read Steamboat Today
Steamboat Today Mobile Survey What do you use to keep up with local news updates & breaking news? Mobile 35-64 35% 26% 15% 10% 9% 4% 25% 18-34 34% 18% 28% 9% 7% 2% 37%Women 35% 24% 14% 11% 10% 4% 25% Men 32% 27% 20% 8% 6% 5% 28%Overall 34% 25% 16% 10% 9% 4% 26% Computer Steamboat Today Print Mobile Phone Tablet (iPad) TV RadioMobile is ideal tool for breaking news. Instant updates, constantly
Steamboat Today Mobile Survey Have you downloaded the free Steamboat Today app? 35-64 28% 41% 30% 70% of 18-34 25% 45% 30% readers said they have or plan toWomen 25% 44% 30% download our news app Men 34% 38% 29%Overall 28% 42% 30% Yes No but I plan to No and I dont plan to
Steamboat Today Mobile Survey Have you downloaded the free Explore Steamboat App? 35-64 16% 37% 47% 18-34 17% 31% 52% More than 50% of readersWomen 14% 37% 48% have gotten app or will Men 18% 37% 45%Overall 16% 37% 47% Yes No but I plan to No and I dont plan to
Mobile Takeaways◼Mobile is a tremendous disruptor, altering everything from howand when we access news and information to how people find usto the price we can charge for goods and services.◼Mobile adoption is accelerating at breathtaking speed, and ourresearch indicates that Steamboat and Routt County are ahead ofthe national curve.◼Mobile devices – smartphones and tablets — are affordable andintuitive and growing more so every day. The barriers to entry aresmall and becoming smaller.◼Mobile isn’t just about being mobile. It’s about convenience.Why go out and get a newspaper or walk to the computer wheneverything you need is within arm’s reach?◼Good news: With change comes opportunity. Mobile levels theplaying field like never before. Google says more than 50% of allmobile search is LOCAL. They’re looking for YOU. But will they findYOU?
Mobile Takeaways (35-64) Showroomed your store… bought using Amazon app I’m only as cool as the phone I own
Mobile Takeaways (18-34) All I need… Is my Smartphone. What it can’t do now, it will do soon. I’m committed and I’m not going back. I’m asset light Ignore Me…I don’t need no stinking At your peril. I’m lookingbooks, purses, newspapers, for you. And when I findboarding you, I’ll talk about you,passes, computers, phone quickly … on my phone,books, landlines, iPods in your store. Ready?etc…
Questions for your business◼Do you have a web presence that is optimized for mobile? Doyou have Mobile responsive website or a standalone mobilewebsite? What are your mobile needs?◼Have you researched your mobile presence? Are you showingup in directories: Google, Bing, Yahoo, Yelp, TripAdvisor,UrbanSpoon, ExploreSteamboat. Remember: 50% of mobile searchis local. 73% of mobile search results in action.◼What are people saying about you? Bad reviews? Goodreviews? No reviews? Do you have a strategy for getting customersto talk about you? Do you know how to interact with them,engage them in dialogue that helps your business?◼Do you know who your customers are and how best to targetthem? What data do you have? Email? Mobile phone? Age?Gender? Address? How are you going to build that data?◼ What’s your social media strategy? Facebook? Pinterest? Twitter?Remember, more than half of your customers are engaged insocial media on their mobile devices.
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