10 Trends on Mobile
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Mobile usage is growing rapidly, with over half of UK consumers owning smartphones. People are using their phones everywhere and checking them frequently. Key trends in mobile include increased local search, voice search, mobile commerce, video viewing, gaming, social networking, and geolocation services. Marketers need to ensure their sites are optimized for mobile to take advantage of these trends and changes in consumer behavior.
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10 Trends on Mobile
- 1. 10 TRENDS ON MOBILE ................................................................................................................................................ DECEMBER 2012 JOY AYLES – JUNIOR PLANNER
- 2. WHY ARE WE LOOKING ................................................................................................................................................ AT MOBILE?
- 3. .................................................................................................................................................................................................. • 56% of UK consumers own a smartphone and 21% own a tablet device (Oct 2012) • 59% access the Internet every day on their smartphone • 78% never leave home without their smartphone. 63% of female respondents and 73% of male respondents don’t go an hour without checking their phone. • Used everywhere – Home, On the Go, work, http://www.edigitalresearch.com/news/item/nid/890839985 http://www.thinkwithgoogle.com/insights/emea/library/studies/our-mobile-planet-United-Kingdom/
- 6. LOCAL SEARCH ................................................................................................................................................ 85% of Smartphone users look for local information on their phone and 81% take action a result. 70% of all mobile searches result in action within 1 hour. http://www.thinkwithgoogle.com/insights/emea/library/studies/our-mobile-planet-United-Kingdom/ http://socialmediatoday.com/aua745/1088176/70-mobile-searches-lead-action-within-1-hour
- 7. Google have recently updated their Apple Ipad version to enhance the experience of local search. ................................................................................................................................................ http://thenextweb.com/google/2012/12/04/google-updates-its-ipad-app-to-better-allow-for-local-discovery/
- 8. ................................................................................................................................................ VOICE SEARCH
- 9. SEARCH VOICE ................................................................................................................................................ Google: 25% Of Queries From Android 2.0 Devices Use Voice Search Apple: 87% of iPhone 4S users say they use Siri at least once a month. http://techcrunch.com/2010/08/12/googles-hugo-barra-25-of-android-queries-are-voice-based/ http://www.idownloadblog.com/2012/05/24/siri-by-the-numbers-infograph/
- 11. 2. M-COMMERCE 95% Researched a product or service on their ................................................................................................................................................ smartphone. 66% Have made a purchase from a tablet and 44% from a smartphone.
- 12. M-COMMERCE TOP CHOICES FOR MOBILE TRANSACTIONS ................................................................................................................................................ 1. CLOTHING AND ACCESSORIES (4.3%) 2. PRINT BOOKS (3.2%), 3.CONSUMER ELECTRONICS (3.1%) 4.TICKETS (3.1%) 5. WITH PERSONAL CARE AND HYGIENE PRODUCTS (2.1%) http://www.techradar.com/news/world-of-tech/roundup/mobile-commerce-on-the-rise-in-europe-1090990
- 13. WE NEED TO ENSURE ALL OUR SITES ARE MOBILE OPTIMISED ................................................................................................................................................
- 14. SO HERE’S SOME BEST PRACTICE TIPS ................................................................................................................................................ MAKE THE CALL TO ACTION – COLOURFUL AND LARGE
- 15. M-COMMERCE ................................................................................................................................................ MAKE THE CALL TO ACTION CLEAR SIMPLE COPY – COLOURFUL AND LARGE
- 16. ................................................................................................................................................ MAKE THE CALL TO ACTION CLEAR, SIMPLE COPY CREATE A SENSE OF – COLOURFUL AND LARGE URGANCY
- 17. M-COMMERCE ................................................................................................................................................ CLICK TO CONTACT
- 18. M-COMMERCE ................................................................................................................................................ CLICK TO CONTACT DIFFERENT DEVICES
- 20. MULTITASKING Smartphone users are multi-tasking their media with 80% using their phone while doing other things such as watching TV (55%). ................................................................................................................................................ http://www.fitnessgoop.com/wp-content/uploads/2011/07/Multitasking-A-Four-Letter-Word.jpg
- 21. MULTITASKING Smartphone users are multi-tasking their media with 80% using their phone while doing other things such as watching TV (55%). ................................................................................................................................................ During the course of a TV program, more than 60 percent check their phones at least “once or twice,” and 15 percent stay on the mobile Web for the full duration of the show.
- 22. MULTITASKING ADDITIONAL CONTENT ................................................................................................................................................ 60 % of multitaskers are accessing additional content – 44% is unrelated to what’s on TV versus only 38% related to TV.
- 23. MULTITASKING DISTRACTION ................................................................................................................................................ 94 %of multitaskers engage in some kind of mobile communication, in order of… • SMS • Talking • Email • Social networking • IM http://razorfishoutlook.razorfish.com/articles/forgetmobile.aspx#01
- 25. VIDEO 4. VIDEO ................................................................................................................................................ There are 200 million mobile video playbacks every day on YouTube Time spent viewing video on mobile apps has grown 52% in 2012 while time spent viewing video online has fallen 10%
- 26. VIDEO WHY ARE PEOPLE NOT WATCHING VIDEO? ................................................................................................................................................ http://www.skyfire.com/en/news/blog/143-what-keeps-people-from-watching-mobile-video
- 27. VIDEO ................................................................................................................................................ BUT WITH COMPANIES LIKE EE – FEARS ABOUT DATA PLANS WILL BE A THING OF THE PAST
- 28. 5. APPS AND ECOSYSTEMS ................................................................................................................................................
- 29. Consumers increased their social app time by 76%, spending more than 7 times on apps than on the mobile web – Nielsen ................................................................................................................................................
- 31. IPHONOGRAPHY ................................................................................................................................................ Instagram has 100 million users worldwide and hosted 4 billion photos. http://techcrunch.com/2013/01/17/instagram-reports-90m-monthly-active-users-40m-photos-per-day-and-8500-likes-per-second/
- 32. IPHONOGRAPHY IT HAS CREATED HOBBIES, COMMUNITIES AND JOB ROLES ................................................................................................................................................ http://www.wearejuxt.com/category/juxters/
- 33. IPHONOGRAPHY FILTERS ................................................................................................................................................ Filters are becoming a visual norm, “A recent Sky Sports campaign featured sepia-tinged framed images reminiscent of one of the app’s most popular filters.” http://www.guardian.co.uk/artanddesign/2012/nov/16/mobile-photography-richard-gray
- 35. ................................................................................................................................................ 59% of total app gameplay is done on a mobile device (NPD GROUP 11/11/2012) Games account for 67% of time spent using tablets, vs 39% for smartphones (FLURRY 10/29/2012) Game downloads on smartphones increased by 30% from 2010 to 2011 (MAGID 06/27/2012)
- 36. IPHONOGRAPHY T-mobile utilised in game advertising when they launched a car in the Need for Speed game. ................................................................................................................................................
- 37. IPHONOGRAPHY ................................................................................................................................................ Barclaycard have created branded games such as Barclaycard Toys Unleashed and Waterslide Extreme.
- 39. NFC ................................................................................................................................................ Global NFC m-payment transactions will be almost US$50 billion worldwide by 2014 (Juniper Research, June 2011) There will be 7 million NFC-enabled phones in 2011 growing to 203m in 2015 (Yankee Group, June 2011)
- 40. NFC Halo 4 created an NFC scavenger hunt in Sydney and Melbourne ................................................................................................................................................ (http://www.nfcworld.com/2012/11/19/321207/microsoft-promotes-halo-4-with-nfc/)
- 42. ................................................................................................................................................ Gartner predicts that the number of location-based service users will grow globally from 96m in 2009 to more than 526m in 2012 10% of mobile owners use location services at least once a week
- 44. Time spent on social apps and the mobile web account for 63% of the year-over-year growth in overall time spent using social media. ................................................................................................................................................
- 45. Just because... ................................................................................................................................................ http://blog.nielsen.com/nielsenwire/social/2012/
- 46. 10 TRENDS ON MOBILE SEARCH MULTITASKING MCOMMERCE ................................................................................................................................................ VIDEO APPS AND ECOSYSTEMS NFC GAMING IPHONOGRAPHY GEOLOCATION SOCIAL NETWORKING
- 47. A THOUGHT... ................................................................................................................................................ JUST BECAUSE MOBILE IS ‘BIG’ WE SHOULD ALWAYS SEE IT AS A COMPLIMENT TO DIGITAL. ALWAYS THINKING OF THE CONSUMER EXPERIENCE AND WHY MOBILE WILL ENHANCE, LEVERAGE AND ADD VALUE.
Editor's Notes
- (Source: Harris Interactive, June 2012).
- http://thenextweb.com/google/2012/12/04/google-updates-its-ipad-app-to-better-allow-for-local-discovery/
- http://www.techradar.com/news/world-of-tech/roundup/mobile-commerce-on-the-rise-in-europe-1090990