The document describes a study conducted by BBDO and AOL to better understand mobile behaviors and uncover seven distinct "shades" or segments of mobile moments. The study involved surveying over 1,000 smartphone users and tracking their mobile behaviors over 30 days. It identified seven segments: Accomplish, Socialize, Prepare, Me Time, Shop, Self-Express, and Discover. A key finding was that most mobile usage (68%) occurs at home, contrary to assumptions. Each segment is described in terms of activities, locations, motivations, and popularity. The most common segment is "Me Time" which accounts for 46% of mobile moments and occurs once per day for 60% of users. Understanding these segments can
The why, what and how to use mobile marketing in Africa - MMA SAMerlien Institute
at Market Research in the Mobile World Africa 2014
November 5-6, 2014 Cape Town
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://mrmw.net/
Mobile Research – What’s the point - Millward BrownMerlien Institute
at Market Research in the Mobile World Africa 2014
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This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://mrmw.net/
Does My Business Need an App "INFOGRAPHIC"4imprint
A mobile app can help businesses boost engagement, increase traffic and build brand awareness. But determining whether a mobile app is right for your business takes careful consideration.
Cracking the code…Insights for mobile from behavioral sciences - Pondering PandaMerlien Institute
at Market Research in the Mobile World Africa 2014
November 5-6, 2014 Cape Town
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://mrmw.net/
Presented at FPRA's Annual Conference (Aug 2013) this presentation highlights 5 key consumer trends with examples and adds another 7 to consider. Created to help PR pros better understand consumer behaviors, the slides present research-based data along with examples.
Everything you need to know about the use of mobile, the different mobile platforms, mobile retail and m-commerce, banking and media consumption. Numbers specifically for Belgian population
MobiU2013 Seminar: Mobile Hispanics - PresentationKimberly-Clark
Imran Hirani, VP of Media Analytics, provides stats and insights into the mobile behaviors of Hispanics. Presented 6/13/13 at the MobiU2013 Seminar: Mobile Hispanics at Edelman - Chicago.
The why, what and how to use mobile marketing in Africa - MMA SAMerlien Institute
at Market Research in the Mobile World Africa 2014
November 5-6, 2014 Cape Town
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://mrmw.net/
Mobile Research – What’s the point - Millward BrownMerlien Institute
at Market Research in the Mobile World Africa 2014
November 5-6, 2014 Cape Town
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://mrmw.net/
Does My Business Need an App "INFOGRAPHIC"4imprint
A mobile app can help businesses boost engagement, increase traffic and build brand awareness. But determining whether a mobile app is right for your business takes careful consideration.
Cracking the code…Insights for mobile from behavioral sciences - Pondering PandaMerlien Institute
at Market Research in the Mobile World Africa 2014
November 5-6, 2014 Cape Town
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://mrmw.net/
Presented at FPRA's Annual Conference (Aug 2013) this presentation highlights 5 key consumer trends with examples and adds another 7 to consider. Created to help PR pros better understand consumer behaviors, the slides present research-based data along with examples.
Everything you need to know about the use of mobile, the different mobile platforms, mobile retail and m-commerce, banking and media consumption. Numbers specifically for Belgian population
MobiU2013 Seminar: Mobile Hispanics - PresentationKimberly-Clark
Imran Hirani, VP of Media Analytics, provides stats and insights into the mobile behaviors of Hispanics. Presented 6/13/13 at the MobiU2013 Seminar: Mobile Hispanics at Edelman - Chicago.
With Internet usage shifting from desktop to mobile, Yahoo needed to get ahead of this trend, understand who was driving it, why, how fast it was occurring, and what advice to give digital marketers as a result. To answer these questions, Vital Findings used in-depth interviews, device tracking, and quantitative research in the US, UK, France, and Germany. Presented at THINK LA, INTERACT, the Razorfish Global Tech Summit, and showcased on Yahoo’s online advertiser resource center globally.
Omnicom Digital: 1st Round Global Unilever Pitch (London)Jason Newport
Just following MobileBehavior's successful collaboration with Laurie Coots at TBWA which resulted in winning the VISA global business, OMC asked that we partner with TribalDDB to pitch Unilever in London. These are the mobile concepts. Frog won the business, and rightfully so, however I spent a lot of time with Paul Gunning and Stephan Beringer -- two of the finest ad guys you'll ever meet. Razor sharp and money in the pitch.
Creating a mobile app is only half the battle. The other half is to get people to buy it. The slides in this deck, created by Jamie Turner, co-author of Go Mobile, highlight the best ways you can get people to download your app regularly.
Trends in media and entertainment are causing us to wonder and to think again about the evolution of the media and tech ecosystem – and how media and tech businesses will grow their companies.
The Future of Digital Marketing according to the BeatlesShaun Raines
A presentation originally delivered at the 23rd Digital Dealer conference. The material focuses heavily on mobile and voice search in the automotive industry.
How IoT can change the Future of Marketing
5 ideas
mobile natives
maker culture
human senses
wearables
neuro marketing
context of customer
context of things
context of customer
big data
How to Make Wearable Tech that People Won't Want to Take Off #OgilvyMWCOgilvy
By all accounts, 2014 is the year of the wearables. At CES in Las Vegas last month, wearables stole the show with the roll-out a slew of new devices alongside updates to existing ones. Wearables are being featured prominently at Mobile World Congress, happening now in Barcelona, with both Sony and Huawei unveiling their new wearable devices on day one of the show. SXSW Interactive will jump into the wearables fray next week in Austin, with sessions dedicated to the future of wearable technology and giving a platform to early stage technology startups to pitch their wearable products. Enthusiasm for wearable technology is growing, and technological capability is growing along with it. Longevity, however, will hinge on consumer adoption.
Mobile has forever changed what we expect of brands. It's fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each is a critical opportunity for brands to shape our decisions and preferences.
With Internet usage shifting from desktop to mobile, Yahoo needed to get ahead of this trend, understand who was driving it, why, how fast it was occurring, and what advice to give digital marketers as a result. To answer these questions, Vital Findings used in-depth interviews, device tracking, and quantitative research in the US, UK, France, and Germany. Presented at THINK LA, INTERACT, the Razorfish Global Tech Summit, and showcased on Yahoo’s online advertiser resource center globally.
Omnicom Digital: 1st Round Global Unilever Pitch (London)Jason Newport
Just following MobileBehavior's successful collaboration with Laurie Coots at TBWA which resulted in winning the VISA global business, OMC asked that we partner with TribalDDB to pitch Unilever in London. These are the mobile concepts. Frog won the business, and rightfully so, however I spent a lot of time with Paul Gunning and Stephan Beringer -- two of the finest ad guys you'll ever meet. Razor sharp and money in the pitch.
Creating a mobile app is only half the battle. The other half is to get people to buy it. The slides in this deck, created by Jamie Turner, co-author of Go Mobile, highlight the best ways you can get people to download your app regularly.
Trends in media and entertainment are causing us to wonder and to think again about the evolution of the media and tech ecosystem – and how media and tech businesses will grow their companies.
The Future of Digital Marketing according to the BeatlesShaun Raines
A presentation originally delivered at the 23rd Digital Dealer conference. The material focuses heavily on mobile and voice search in the automotive industry.
How IoT can change the Future of Marketing
5 ideas
mobile natives
maker culture
human senses
wearables
neuro marketing
context of customer
context of things
context of customer
big data
How to Make Wearable Tech that People Won't Want to Take Off #OgilvyMWCOgilvy
By all accounts, 2014 is the year of the wearables. At CES in Las Vegas last month, wearables stole the show with the roll-out a slew of new devices alongside updates to existing ones. Wearables are being featured prominently at Mobile World Congress, happening now in Barcelona, with both Sony and Huawei unveiling their new wearable devices on day one of the show. SXSW Interactive will jump into the wearables fray next week in Austin, with sessions dedicated to the future of wearable technology and giving a platform to early stage technology startups to pitch their wearable products. Enthusiasm for wearable technology is growing, and technological capability is growing along with it. Longevity, however, will hinge on consumer adoption.
Mobile has forever changed what we expect of brands. It's fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each is a critical opportunity for brands to shape our decisions and preferences.
Micromoments guide to winning shift to mobileChad Blenkin
Author - Google
Guide to winning the shift to mobile
This document was created by Google and is being shared for information purposes. Google owns all copyrights.
Google Micromoments Guide to Winning the Shift to MobileBite Sized Media
It’s essential for brands to meet consumers in their moments of need. But how you meet them is equally important. If a brand’s message isn’t useful or relevant, people will simply move on to another brand. Here’s how marketers can create a strategy based on usefulness.
Micro-Moments: Your Guide to Winning the Shift to Mobile (by Google)George Yfantis
Micro-Moments:
Your Guide to Winning the Shift to Mobile (by Google*)
Learn more about Mobile Solutions, at Hellas Marketing
[www.hellasmarketing.com]
* Source: Google
Jon Moser's edSocialMedia Webinar: Going Mobile: How it Pertains to Social Me...edSocialMedia
Jon Moser, President and Founder of finalsite, is passionate about web trends and strategies that impact the education field. In this edSocialMedia webinar, Moser discusses how an organizations' websites should be optimized for mobile consumption. Topics include: just how mobile are we, social media on a mobile device, school website functionality, design revision for a new world, and more.
Next 10 Years - presentation by WebComrades - for InsilencioPanenka76
This is my (20min) keynote presentation given on stage at the Next 10 Years, a HR Conference by Insilencio. We even launched a new word today: marketeamwork ;-)
May 9th, 2014
#next10
www.insilencio.be
www.webcomrades.com
It’s a great step forward, but mobile-first design is no substitute for genuinely mobile-centric planning. Here’s how to put your brand at the heart of the handset.
Le deficit de l'attention : comment les marques peuvent-elles se faire entend...Ipsos France
Nos experts d’Ipsos Connect vous accompagnent pour adapter votre stratégie et gagner la bataille de l’attention. Retrouvez dans notre publication « LE DÉFICIT DE L’ATTENTION » nos 5 conseils pour éveiller l’intérêt des consommateurs, mesurer et augmenter leur attention.
Having a mobile marketing strategy is no longer a luxury, but a core piece of any company or organization that wants to become more relevant and remarkable in real time. Making Sense of Mobile: 7 Insider Secrets to the Any Where, Any Time, Any Device Economy provides insights into the expanding mobile marketing landscape and what that means for businesses moving forward.
In today’s connected culture, earning and maintaining attention is hard.
Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’
Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key.
Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers.
1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter?
2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale?
3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter?
Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."
Digital Lab SXSW Recap -- Trends in Social, Creative Technology, Production, ...BBDO
SXSW has come and gone in a flash, and along with it, the annual outpouring of agency trend spotters choosing the five, seven, or ten key trends from this year’s festival. Most of these are put forth as they might apply to an entire agency – or all kinds of brands – which can sometimes result in a scope that is too wide to be impactful. So this year, the Digital Lab decided to approach our trends report a bit differently, and asked four BBDOers from across different disciplines to address key highlights from their respective areas of expertise.
The Digital Lab @ SXSW 2015: Don't Miss These Panels!BBDO
SXSW Interactive 2015 is set to take off! This year’s festival is bigger than ever, and with more than 600 different panels to choose from, attendees have some tough decisions to make.
So, the Digital Lab has assembled its own day-by-day “curated tour” of SXSW specifically for brands and marketers.
We’ll also be reporting back live from Austin all week, so be sure to follow us on Twitter at @TheDigitalLab.
Digital Lab CES Recap -- Everything Brands and Marketers Need To KnowBBDO
CES 2015 has come to an end. Check out what we've learned – and see what is most relevant for brands and marketers – in the Digital Lab's official recap.
With CES 2015 around the corner, brands are giving increased attention to emerging technology. But how are brands to decipher which technologies are important and which are not? Furthermore, how do they find value in them? Find out in our latest thought paper.
Responsive & Adaptive Design: Delivering Websites That Delight Your UsersBBDO
Considering that mobile and tablet users constitute an ever-growing share Internet traffic, designing websites with a mobile-first strategy is crucial to a sites success. This paper considers the two UX design techniques that can bring beautiful web design to the smaller screen.
Did you know that consumer reviews are trusted 12x more than product descriptions from brands and manufacturers? Considering the importance of consumer reviews, brands should be putting an active effort into managing their social CRM. This paper describes how to build the foundations of successful social CRM.
Facebook has re-released Atlas, the ad serving platform it purchased from Microsoft in 2013. What are the recent changes, and how will they impact advertisers? Learn more about it in this white paper.
Harnessing the Power of Social Media InfluencersBBDO
Social media influencers are not replacements for celebrities. They are the new celebrities.
This presentation gives an overview of the social influencer market, and demonstrates how brands and their agency partners can best tap into the influencer resource.
The era of organic reach on the Facebook platform has seemingly come to an end, giving rise to an era in which paid reach is the only method for guaranteed reach. This paper examines how brands and marketers can adapt to this new era.
Beacon Technology: What Brands and Marketers Need to KnowBBDO
Beacon technology has the potential to disrupt the way brands–particularly retail brands–think about the intersection of the physical retail experience and the mobile experience. Using beacons wisely, retailers will be able to play the part of a gracious, individually attentive host, combining the users’ interests, intent and physical location.
Two weeks ago we released an infographic showing the life of a normal person as we imagine it in 2025. The kinds of automated services illustrated in that graphic that will appear over the next decade are all enabled by the same piece of technology: the API. What APIs, or Application Programming Interfaces, do is provide programmers with a simple way of connecting their programming into the data and services of an existing program. Any websites that embed Google or Facebook logins are accessing an API provided by Google or Facebook to authenticate users' identities. Similarly, as personal data becomes stored in the cloud, companies with permission to access such data are increasingly plugged in to their consumers' changing status and needs.
Beyond just explaining how APIs are driving technological advancements across every industry, our latest Digital Lab Thought Piece provides useful tips for any business on navigating a world based on APIs - whether that means activating the APIs that are already out there, or building one of your own to create new revenue stream or make your services indispensable.
As a teaser for our thought piece on APIs, we decided to illustrate the power of APIs by imagining how our personal lives might be affected by these platforms over the next decade. This graphic shows just a few of the changes and innovations we can expect by 2025, enabled by the open API revolution and the explosion of developers using APIs as a foundation for personal and professional projects.
in 2012, citizens of the world gathered in front of television sets, smartphones, tablet devices, and computers to watch the action of the Olympic Games unfold in London. However, our research report "Meet the Screens" taught us that not all screens were created equal. Using insights from this report as a lens, BBDO and Proximity investigated how different countries are expected to consume Olympic Games content.
A thought piece presented by the Digital Lab and prepared by Sarah Jane Blackman and Pierre-Jean Choquelle of Proximity Paris dissecting the phenomenon of modern-day digital social expression and the Super...
A white paper presented by the Digital Lab and written by Troy Hitch and Doug Worple covering the field of branded entertainment - distributed storytelling in...
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
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Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
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Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
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Putting the SPARK into Virtual Training.pptxCynthia Clay
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
2. 3 As soon as the alarm goes off
5 Mobile by numbers
7 Performance problem!
9 What gives
11 Our study
13 Mobile isn’t mobile
14 Seven Shades of Mobile
16 Accomplish
17 Socialize
18 Prepare
19 Me Time
20 Shop
21 Self-Express
22 Discover
25 App-lications of the Seven Shades
28 Different paths to one mobile experience
31 It’s all about Me Time
33 Are we scoring in Me Time?
35 A new approach
4. As soon as
the alarm goes off
What’s the first thing you do in the morning?
Do you embrace your spouse, make a cup of coffee or brush your teeth? Nope.
All of that has to wait until you check your email, post a Facebook status, and read
breaking news stories on Twitter. Oh, and it’s never too early for a quick
Instagram of your dog buried under the covers.
Your morning breath is just going to have to
linger a little longer.
3
5. 4
The smartphone is indisputably transforming all of our lives. It’s an indispensable device
that’s always on, and always on us—we simply cannot live without it. From mapping our
travels via plane, train and automobile, to watching our favorite TV shows, to online
shopping… it allows us to seamlessly connect with the world at any time, at any place.
This device has irrevocably changed
how we interact with the world around us.
6. Mobile by
the numbers
1/4
check their mobile devices every
30 minutes.
1/5
check their mobile devices every
10 minutes.
1/3
respondents admitted feeling anxious
when being without their mobile phones
for even short periods.
2/3
of respondents would pick their phone
over their lunch if forced to choose.
3/4
of 25-to-29-year-olds sleep with their
phones.
*From a recent Time Magazine study.
5
8. Performance problem!
For marketers and advertisers the mobile market presents an incredible opportunity
to reach consumers. Given the critical importance of the mobile device, why is it
underperforming as a communications platform? Consumers spend 10% of their media
time on their phones, but mobile only comprises 1% of total ad spend in the
U.S. market.
What are we missing when it comes to mobile behavior?
Disparity between time spent and media dollars
MOBILE %
10%
26%
74%
DISPLAY REVENUE
CONSUMER MEDIA TIME SPENT ON MOBILE*
1%
DESKTOP %
4%
ad spend**
Mobile
96%
PAGE VIEWS
AOL Site Sample
Sources: * Time spent and ad spend share data eMarketer, 12/11, **Internet and mobile ad dollar spent amount in 2011 per IAB
7
10. What gives?
9
One possible explanation for the disparity between mobile use and mobile ad spend is
that the way we think about mobile is all wrong or at least incomplete. Traditionally, we
assess mobile behavior superficially, based on the discrete behaviors performed on a
smartphone. But perhaps we should look beneath the surface and dig deeper to uncover
what drives the behavior of consumers when they use apps or surf the Web on their
mobile device.
To better understand the gap among the marketing opportunity, the media spend (or
lack thereof), and the consumer’s increased reliance upon the device, BBDO and AOL
joined together in an award-winning study to uncover insights about mobile usage and
learn how we can more effectively leverage the mobile opportunity.
12. Our study
First we asked 1,051 smartphone users ages 13 to 54 to fill out a 7-day diary and make
video recordings each time they used their smartphones. This was followed by in-depth
user interviews to determine the what, when, where and why for the variety of their
mobile interactions.
To give more context to their behavior, we also asked our smartphone users to
record three different moments in which they used their phone (excluding voice calls,
email and texts). At the same time, we tracked their mobile behaviors for 30 days
through the Arbitron metered panel. This combination of survey and metered data
allowed us to capture over 3,000 examples of user interactions, which we like to call
“mobile moments.”
We then conducted a segmentation analysis of these moments and found seven
mobile moment segments. Each segment provides a unique snapshot of the mobile
usage landscape, the activities users engaged in, the apps and websites they used,
their satisfaction with those products, their goals, the value of brand messaging in that
moment, the deep motivations that spurred each moment, and their physical location
during each moment.
Groundbreaking data collection
QUALITATIVE
QUANTITATIVE
AGES 13-54
TOTAL SAMPLE: 1051
METERED
MOMENTS MEASURED: 3010
11
14. Mobile isn’t mobile
Given that location is a key factor in determining the optimum content, it was critical
to determine, specifically, where the major volume of usage was taking place.
To our amazement we found that MOBILE ISN’T MOBILE...at least not the bulk of it.
In fact, 68% of all smartphone minutes, take place in the home.
This flies in the face of conventional wisdom that would have us believe that
consumers use their smartphones for utility-based needs on the move. The reality is
that smartphone users actually use their time at home to plan, evaluate, research and
determine what they are likely to do when they eventually are on the move. Even online
shopping, an activity that you might think people only do on a PC, is often done using
a mobile phone.
68%
of all smartphone minutes take
place in the home.
13
15. Seven Shades of Mobile
The discovery that mobile use most frequently occurs at home is true across all seven of
our segments. Next, we needed to examine the details of our seven discrete segments
in order to understand the nature of these mobile moments.
These Seven Shades of Mobile represent the specific where, when and why and thus
represent a consumer’s underlying motivators in smartphone usage.
Accomplish
Managing activities and lifestyle to gain a sense of accomplishment when those activities
are completed.
Socialize
Active interaction with other people, sharing information in order to maintain and grow
relationships.
14
Prepare
Active planning in order to feel ready and prepared for the upcoming activities and
conversations.
Me Time
Seeking relaxation, entertainment in order to indulge oneself or pass the time.
Shop
Decision making focused on finding a product or service.
Self-Express
Social participation through self-expression of passions and interests.
Discover
Seeking news and information in order to learn something new or be educated.
Most attempts to shape content for apps and mobile ads have assumed a single
motivation for each mobile activity. But these moments give us a more dynamic look at
why consumers engage with their mobile devices.
17. AT HOME
Accomplish
From acting as a financial expert to a personal assistant to a fitness buddy, the smartphone
can play many roles that help consumers complete tasks. This particular mobile moment
involves managing activities that keep life organized and bring about a sense of
accomplishment.
Outside
of home
42%
At Home
58%
16
BE PRODUCTIVE, MAKE GOOD USE OF MY TIME
ACTIVITIES
RELAXING
WATCHING TV
WORKING
32%
28%
24%
20%
MOTIVATORS
BE PRODUCTIVE / MAKE GOOD USE OF MY TIME
BE IN CONTROL
BE PREPARED, ORGANIZED
ENTERTAIN OR AMUSE MYSELF
TRACK ACTIVITIES
FINISH A TASK
RELAX, PASS THE TIME
DO IT EASIER
SAVE TIME, DO IT FASTER
MAKE A DECISION
20%
18%
17%
17%
16%
15%
15%
14%
13%
13%
18. AT HOME
Socialize
In this moment, people use their smartphones to interact and share things with their friends
and loved ones. The phone plays the part of a social manager to help make plans, connect
with others and pass the time, interacting with the user almost in the role of surrogate friend.
Outside
of Home
40%
At Home
60%
17
CONNECT WITH OTHERS
ACTIVITIES
RELAXING
WATCHING TV
28%
24%
MOTIVATORS
CONNECT WITH OTHERS
ENTERTAIN OR AMUSE MYSELF
RELAX, PASS THE TIME
SHARE WITH SOMEONE I KNOW
HANGING OUT
WITH FRIENDS
AND FAMILY
FILL SPARE TIME, DEAD TIME
19%
34%
ALLEVIATE BOREDOM
SATISFY OR FEED MY CURIOSITY
GET NEWS OR INFORMATION
ENTERTAIN OTHERS
EXPRESS MYSELF
34%
30%
27%
20%
16%
16%
15%
15%
13%
12%
19. AT HOME
Prepare
Prepare moments primarily occur in the morning, when people are getting ready for the day
ahead. This is when people check the weather, get directions before heading out, counting
on their smartphone device to help in time-saving decision making. In the morning and in all
these moments throughout the day, productivity is the goal.
Outside
of Home
30%
At Home
18
70%
BE PREPARED/ORGANIZE
ACTIVITIES
34%
MULTITASKING 17%
WAKING UP
GETTING READY/
GROOMING
15%
31%
MOTIVATORS
BE PREPARED / ORGANIZED
SATISFY OR FEED MY CURIOSITY
GET NEWS OR INFORMATION THAT IS
MAKE A DECISION
SAVE TIME / DO IT FASTER
BE PRODUCTIVE / MAKE GOOD USE OF MY TIME
DO IT EASIER
NOT LOSE TRACK OF ANYTHING
31%
21%
21%
17%
16%
13%
10%
10%
20. AT HOME
Me Time
Me time also occurs most frequently at home. It consists of those moments when people
want to simply pass the time, relax or indulge themselves and do so by using their
smartphones as a form of entertainment.
Outside
of Home
26%
At Home
74%
19
RELAX, PASS THE TIME
ACTIVITIES
RELAXING
36%
MOTIVATORS
RELAX, PASS TIME
ENTERTAIN OR AMUSE
ENTERTAINING
MYSELF
WATCHING TV
23%
21%
41%
FILL SPARE TIME / DEAD TIME
ALLEVIATE BOREDOM
INDULGE MYSELF
ENGAGE MY MIND
CONNECT WITH OTHERS
41%
40%
28%
22%
19%
18%
12%
21. AT HOME
Shop
The Shop moment not only includes the act of shopping itself, but also researching and
understanding products and services. Here the smartphone plays the role of researcher,
expert and advisor dedicated to helping make a better, smarter purchase decision.
Outside
of Home
23%
At Home
77%
20
FIND A DEAL / BEST PRICE / SAVE MONEY
ACTIVITIES
WATCHING TV
RELAXING
40%
37%
MOTIVATORS
FIND A DEAL / BEST PRICE / SAVE MONEY
SAVE TIME / DO IT FASTER
DO IT EASIER
MAKE A DECISION
SHOPPING IN
PERSON AT
A STORE
15%
27%
MAKE THE RIGHT CHOICE
RELAX, PASS THE TIME
BE PRODUCTIVE / MAKE USE OF MY TIME
GET NEWS OR INFORMATION THAT IS
BE PREPARED ORGANIZED
27%
20%
14%
14%
14%
12%
11%
11%
10%
22. AT HOME
Self-Express
In this moment, the smartphone becomes an agile and dedicated tool for self-expression.
Whether it be editing new photos in Instagram or posting a status about what you’re doing,
the smartphone is an important tool which can encourage, enable and enhance a person’s
passion and interest.
At Home
100%
21
RELAX, PASS THE TIME
ACTIVITIES
RELAXING
WATCHING TV
53%
47%
MOTIVATORS
RELAX, PASS THE TIME
PURSUE MY PASSION(S), INTERESTS
BE PRODUCTIVE / MAKE GOOD USE OF MY TIME
EXPRESS MYSELF
FILLING DEAD TIME/
KILLING TIME
5%
53%
DO IT EASIER
ENTERTAIN OR AMUSE MYSELF
GET NEWS / INFORMATION
53%
32%
26%
26%
21%
21%
21%
23. OUT OF HOME
Discover
When looking to answer a question or learn something new, people turn to their
smartphone as a personal, portable, all-knowing friend.
Outside of Home
69%
At Home
31%
22
22
GET NEWS OR INFORMATION THAT IS
ACTIVITIES
FILLING
DEAD TIME/
FILLING TIME
RIDING IN
A VEHICLE
ENTERTAINING
MYSELF
MOTIVATORS
GET NEWS / INFORMATION
32%
LEARN MORE / SELF EDUCATE
FILL SPARE TIME, DEAD TIME
SATISFY OR FEED MY CURIOSITY
22%
21%
34%
ENTERTAIN OR AMUSE MYSELF
DISCOVER SOMETHING NEW
BE PRODUCTIVE / MAKE GOOD USE OF MY TIME
ALLEVIATE BOREDOM
RELAX, PASS THE TIME
BE PREPARED ORGANIZED
34%
22%
21%
20%
20%
19%
18%
16%
16%
15%
24. The reason we use or engage
with what we do on mobile is not
a one-dimensional proposition.
23
26. App-lication of the
Seven Shades
Amazon
It may seem intuitive that apps and mobile sites would fall neatly into one of the seven
shades. However, that is not always the case. For example, our study revealed Amazon’s
mobile app to be the most popular for shopping. But what’s interesting is that usage also
appears in other moments such as Accomplish and Me Time. This reveals that despite the
obvious functional use of a particular app, there are different underlying motivations that
drive consumers to use this app across a number of behaviors.
In this case, one consumer might use the Amazon app to shop, but another may use it to
buy a gift, thus falling into the Accomplish category. Yet another consumer may simply
use the app to browse products and pass the time while they also watch TV—this counts
as Me Time.
This is an important example of how an app can fulfill the needs of more than
one moment.
25
27. 26
The Weather Channel
Many apps that seem to only fit into one category are also used to fill non-intuitive
needs. Weather Channel’s app usage, for instance, appeared prevalently in Accomplish,
as well as—surprisingly—Me Time and Shop. Consumers indicated that they sometimes
use the app to check the weather in other locations just to fantasize about what it’s like
to be there. Some use the app to plan out what to wear when they’re going shopping, or
to determine the best day and time to go out to the store.
Again, this proves how critical it is that marketers do not jump to conclusions about the
usage of a particular app. One app could potentially fill a variety of behavioral needs,
and multiple apps may serve just one. This means that marketers and advertisers must
learn to craft different advertising for different moments, and learn to integrate messages when there are multiple moments linked by the use of one app.
28. Many apps that seem to
only fit into one category
are also used to fill
non-intuitive needs.
27
29. Different paths to
one mobile experience
When we look beyond the surface-level insights, what we see is that people take
different paths to get to each app or mobile website. Each of these different paths is a
motivator for that particular mobile moment. If marketers only see one motivation to use
a particular app, they miss the underlying behaviors behind why people choose to use
that app at that moment. In addition, they also miss the various shades of mobile usage
in which apps such as Amazon and the Weather Channel can play, and, in fact, where
they are already playing. This has major ramifications for marketers and how they target
their marketing and design for their apps.
28
Sizing up the shades
Seven unique smartphone behaviors exist. Each behavior lends itself to a unique
opportunity for brand touch points, content development and product innovation.
Share of Mobile Moments
46%
ME TIME is a behavior of seeking relaxation and entertainment
in order to indulge oneself or pass the time
19%
SOCIALIZE is a behavior of active interaction with other people
SHOP is a behavior of actively focusing on finding a product
or service
ACCOMPLISH is a behavior of managing activities and lifestyle
to gain a sense of accomplishment
PREPARE is a behavior of active planning in order to be
prepared for upcoming activities
DISCOVER is a behavior of seeking news and information
SELF-EXPRESS is a behavior of participating in passions
and interests
12%
11%
7%
4%
2%
32. It’s all about Me Time
31
In addition to understanding the texture and dynamics behind our Seven Shades, we
also determined the relative size of these moments. We measured the occurrence of
each moment and found that one of them accounted for the largest amount of mobile
activity—Me Time. It accounted for 46% of all smartphone app and mobile website
moments. Me Time was also enjoyed by 60% of all smartphone users, occurring once
a day on average. And when a person engages in Me Time, they are in it for the long
term, as Me Time accounts for 68% of all minutes currently spent on smartphones.
People use a surprising variety of apps to fulfill Me Time. Games and music are most
often associated with Me Time, but users also turn to websites and apps that don’t
traditionally seem like Me Time moments. For example, a person might use Amazon
to look through the latest tech gadgets for fun or check the weather in other cities to
imagine being somewhere else.
34. Are we scoring
in Me Time?
Despite the size of this mobile moment, advertising and brands are performing poorly in
Me Time. Compared to other moments, advertisements in Me Time are some of the least
effective. Only 1 out of 4 people took action when an ad was seen during this moment.
What’s going on?
Me Time advertising actions
AD EFFECTIVENESS
SAW AND TOOK NO ACTION
8% clicked on the brand or the ad
8% noticed the brand/product/service
TOOK ACTION
77%
23%
in a store or shopping online
7% did a search on the brand/product/
service to find out more
4% ended up purchasing the brand/
product/service
AD EFFECTIVENESS INDEX
ACCOMPLISH
SHOP
Advertisements in Me Time
EXPRESS MYSELF
moments are some of the least
effective (compared to other
SOCIALIZE
mobile markets). A person took
PREPARE
action only 1 in 4 times when an
ad was seen.
ME TIME
DISCOVER
(60) (40) (20)
0
20
40
60
33
36. A new approach
Mobile usage should not be looked at superficially—it’s part of a bigger picture. It fits
into a consumer’s life in many ways, whether he or she is on the go or at home, looking
to relax, or looking to get things done. At-home use, in particular, may seem counter to
what marketers have believed so far. But it is important to realize that when you catch
a person in a particular “mobile” moment, they may actually be at home, and they may
be multitasking while using their mobile phone at the same time. Advertisers need to
create campaigns and messaging that incorporate the bigger picture including
out-of-home and home use, taking into account the different reasons for use.
Focus on Me Time
Mobile usage is not one-dimensional. A surface view of the mobile landscape can hold
advertisers and brands back. We need to dig deeper and see that mobile engagement
is driven by seven underlying behavioral factors. Consumer moments are much more
rich and complex than they are simple and functional. The Seven Shades of Mobile
spectrum provides a rich platform for advertisers and brands to extract more value out
of consumer mobile behavior.
This study has unveiled what could very well be the key to
creating a successful mobile campaign, and hopefully will
result in more media dollars flowing over to mobile so the
opportunity to make real connections with consumers is
not missed. Effectively closing the gap between mobile
and the consumers can thereby result in bigger ad
spending in the mobile arena.
35
37. For more information, please contact:
Simon Bond
Chief Marketing Officer
BBDO and Proximity Worldwide
1285 Ave of the Americas
New York, NY 10019
Tel: +1 212 459 5878
Grace Chang
BBDO
Tel: +1 212 459 5951
Book Design:
Teresa Dillon
Sources:
eMarketer
InsightsNow
Time