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Mic 2012 jon_mew
This document discusses the rise of smartphones and tablets. It notes that consumer usage of these devices is evolving, with many using them throughout the day for tasks like banking, news, and entertainment. Advertising on mobile and tablets is also growing rapidly compared to online. Many brands are now using these devices in their marketing in innovative ways like providing extra product information scanning codes in-store. Forward-thinking brands are taking a holistic approach across devices.
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Mic 2012 jon_mew
- 1. From Smartphones toTablets Jon Mew Director of Mobile and Operations jon@iabuk.net @jonmew iabuk.net/contact
- 2. Agenda • Consumer usage •Advertising • How brands are using devices iabuk.net/contact
- 3. Agenda • Consumer usage •Advertising • How brands are using devices iabuk.net/contact
- 4. AM – Mobileuse evolves through day • Finance/banking (20%) • First choice (29%) Morning Rush Breakfast Slot • News/weather (29%), and traffic/travel (13%) • First choice (34%) Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days
- 5. PM – Mobileuse evolves through day • Careers (10%), search (19%), and • Social media (41%), music/radio (17%) news/weather (23%) • Bored (32%), time saving (25%) • Only way to access (19%), private (17%) Me time Lunch Break Feet Up Out & About • entertainment (26%), games (25%), sport • maps (13%), directories/classifieds (12%) (20%) and shopping (18%) and search (20%) • Instead of PC(21%), time saving (27%) • Prompted by other media (13%) Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days
- 6. 50% of tabletuses are after 7pm 35% Day in the Life of Device Usage - Weekday 30% 25% 20% % interactions 15% 10% Desktop 5% Mobile 0% Tablet Night Time 1- Early Morning 7- Late morning Early Afternoon 4- Early Late Evening 3am Morning 4- 9am 10am-12am Afternoon 6pm Evening 7- 10-12pm 6am 1pm-3pm 9pm Source: IAB Three Device Lives: Tablets in context
- 7. Tablets can havemore impact than mobile http://www.youtube.com/watch?v=GyWc-hhfYBk
- 8. iPad growth rateis phenomenal Cumulative Units Sold 60000 iPad iPhone iPod Cumulative total units sold (thousands) 45000 NL: 15% access internet via tablet** 30000 EU: 8% 15000 0 1 2 3 4 5 6 7 Quarters after launch Source: Asymco ** IAB Mediascope 2012
- 9. 3 key trendsemerging for tablets Dual Screening Entertainment Retail 51% PC, 29% Tablet usage with Tablet, TV 49% 35% 2:56 Mobile Mobile, usage 22% with TV Which of your 33% devices best 2:12 Laptop / allows you to be desktop entertained? usage with TV Source: IAB Three Device Lives: Tablets in context / IAB Mojo Study
- 10. Tablet owners preferto search on tablets Desktop/Laptop Smartphone/Mobile PC+SP Users 51% 49% T+PC+SP Desktop/Laptop Smartphone/Mobile Tablet Users 36% 22% 42% Source: IAB Three Device Lives: Tablets in context N.B. Smartphone sample not asked Tablet option
- 11. Dual / Triplescreening is growing rapidly iabuk.net/contact http://www.iabuk.net/research/library/euro-2012-exploring-sports-fan-media-consumption
- 12. Agenda • Consumer usage •Advertising • How brands are using devices iabuk.net/contact
- 13. 2011 total mobilead spend breakdown Source: IAB / PwC mobile ad spend survey 2011
- 14. UK Mobile adspendstarts to outpace online 1200.00 Online adspend Mobile adspend £962 1000.00 £825m 800.00 £727 600.00 £449 £465m 400.00 £203.2m £153m £197m 200.00 £166m £28.6m £51m £83.0m £19m £37.6m 0.00 1998 1999 2000 2001 2002 2003 2004 2008 2009 2010 2011 2012? 2013? 2014? Source: IAB / PWC Adspend, Mobile Estimates: First Partner 2011
- 15. Share of paidsearch clicks is increasing rapidly 25% actual projection 20% Mobile Click Share 15% Tablet 10% Click Share 5% 0% Source: Latitude digital marketing
- 16. Agenda • Consumer usage •Advertising • How brands are using devices iabuk.net/contact
- 17. Forward-thinking brands arethinking holistically Source: GfK/IAB Mojo Study. E2. How have you used your mobile / smartphone to aid your shopping trip? E3. What were you shopping for when you used your mobile /smartphone to ... - Scan products to find out more information about the item
- 18. Google – CokeRe Brief iabuk.net/contact
- 19. IAB – CreativeShowcase winner iabuk.net/contact
- 20.
Editor's Notes
- #7 We know when mobile and desktops are used but it’s really interesting looking at how
- #8 One way tablets differ from mobile is the impact they can have which I think this video sums up nicely
- #9 And I think a big reason for this is it is so unprecedented. The iphone set records – and blew out the water anything apple had done before.The Ipad does the same all over again.
- #11 Well people that own tablets actually pick their tablet as their favourite device to search on. So there is a desire to do it
- #16 And the numbers actually doing it are becoming significant – very quicklyThis is a report from latitude who produce an excellent quarterly mobile reportThis looks at share of paid search clicks from their campaigns.As an aside if you needed any proof about mobile search – it wont be far off a quarter of clicks by the end of this yearTablets as well are strating to generate a significant share of search clicks