Mobile devices are dominating sales, with smartphones and tablets vastly outpacing PCs. Mobile usage is growing rapidly, significantly increasing the time spent on this medium while traditional media consumption declines. The document highlights the transformative effects of mobile on communication, social media, e-commerce, and advertising, emphasizing the need for brands to adapt to this shifting landscape.

1. MOBILE CHANGES EVERYTHING
Eric Franchi
Co-Founder and Chief Evangelist, Undertone

2. MACRO TREND #1: MOBILE DOMINATING DEVICE SALES
Mobile is outselling PCs
1.7 b vs. 350 m
1 BILLION
Smartphones shipped in
2013
200 mm
Tablets sold in 2013

3. MACRO TREND #2: MOBILE USAGE GROWING EXPONENTIALLY
1 Hour
on smart-phones
per day
30 Min
on tablet
each time
we use it

4. MOBILE IS THE ONLY MEDIA TIME THAT’S GROWING
YOY growth of US Media Consumption
12%
20%
2012 2013
Mobile is the only
medium that is
growing in the US in
terms of time spent.
It grew almost 50% last year
while every single other one –
TV, print, “traditional” online
– declined in share..

5. MOBILE IS RADICALLY CHANGING COMMUNICATION
1.2 B
messages/day
50 B
messages/day

6. MOBILE CHANGING HOW CONSUMERS EXPERIENCE AND SHARE
1.8 B
Pictures shared each
day
300 M
Facebook
700 M
Whatsapp (+Flickr, Instagram)
700 M
Snapchat

7. WHAT DO SOCIAL AND MUSIC HAVE IN COMMON?
90
80
70
60
50
40
30
20
10
0
PERCENT MOBILE USAGE
85%
Mobile
65%
Mobile
80%
Mobile
Their usage base is mainly mobile now.
Twitter, 75% of revenue is mobile. Facebook, 50+% of revenue is mobile.

8. MOBILE IS CHANGING ECOMMERCE
2013: $1 BILLION
IN STARBUCKS MOBILE
TRANSACTIONS

9. MOBILE IS CHANGING TAXIS
Uber estimated
2014 (gross) revenue
$10 B

10. TIME SPENT VS. ADVERTISING SPEND: GAP REMAINS…

11. …BUT NOTHING IS GROWING FASTER THAN MOBILE

12. BIG OPPORTUNITY TO DISRUPT CURRENT MOBILE LEADERS
Net Mobile Internet Ad Revenue Share Worldwide,
by Company, 2012-2014
% of total
2012 2013 2014
Google 52.6% 49.3% 46.8%
Facebook 5.4% 17.5% 21.7%
Twitter 1.5% 2.4% 2.6%
Pandora 2.6% 2.1% 1.7%
YP 2.9% 2.1% 1.6%
Millennial Media 0.8% 0.8% 0.7%
Total mobile internet ad
revenues (billion)
$ 8.76 $ 17.96 $ 31.45
Source: eMarketer 2014

13. WHAT BRANDS NEED TO WIN IN MOBILE
The right canvas to tell a story.
The right audience to connect with.
And tools to understand the ROI of their investment.

14. MOBILE CHANGES EVERYTHING
Eric Franchi
Co-Founder and Chief Evangelist, Undertone
Learn more at undertone.com/mobile