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Mobileworkshop
Mobile device use is increasing rapidly in Routt County. Over half of local residents now own smartphones, and tablet ownership is also growing quickly. Many residents, especially younger ones, now rely primarily on their mobile devices to access news, conduct searches, and make purchases. This represents both a challenge and an opportunity for local businesses to optimize their websites for mobile and engage customers through mobile apps, reviews, and social media in order to be found and chosen by the growing number of mobile consumers.
Mobileworkshop
- 1. Mobile Trends Workshop Whatevery business needs to know about the increasing use of SmartPhones and Tablet Computers In Routt County
- 2. Facts About Mobile ◼Morethan 120 million people in the U.S. now own a smartphone, accounting for more than 50% of all mobile phone users and representing 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 fastest growing electronic device ever created. ◼Smartphones and tablets now account for 13% of all Internet page views and their use is growing at an accelerating rate. ◼About 13% of all e-commerce transactions over the 2012 holiday shopping season were completed using a mobile device, 70% on a tablet. Overall, M-commerce is now growing at a rate of about 30% per year. ◼comScore’s 4th quarter report showed declines in desktop search engine use for the first time ever, suggesting that desktop search has peaked. Sources: comScore Report 1-11-13; Google-Nielsen study (March 2013)
- 3. Searching for Solutions ◼Estimatesare that 30% of all Internet searches are done on a mobile device and that mobile search will overtake desktop search before 2015, perhaps as soon as this year. ◼Google reports that as of October, mobile search had exceeded desktop search when it comes to trivia questions. ◼77% of mobile searches happen at home or work, even though a desktop or laptop computer is nearby. ◼73% of mobile searches trigger follow-up actions: Phone call, online purchase 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 to access 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)
- 4. Mobile Steamboat Today Growth of Mobile — SteamboatToday.com 350,000 300,000 250,000 User Sessions 200,000 In March: 27% of users 150,000 were on mobile device +85% 100,000 50,000 - DESKTOP MOBILE
- 5. 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
- 6. Steamboat Today MobileSurvey ◼20-question online survey conducted April 1-5, 2013. As enticement, we offered a drawing for an iPad Mini. ◼Survey was marketed via email to 12,000 readers and advertised in 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’s adult population. ◼This survey is not scientific. More women than men took the survey. The survey skews toward those with internet and email access and those interested in winning an iPad mini. Nevertheless, the data is helpful in understanding mobile device use, particularly when broken out demographically. ◼For a copy of the survey results and this presentation, email me at sstanford@SteamboatToday.com. Source: Steamboat Today Mobile Survey (April 2013))
- 7. Steamboat Today MobileSurvey 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
- 8. Steamboat Today ReaderSurvey 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
- 9. Steamboat Today MobileSurvey Do you use a Smartphone? 87% 76% 74% 73% 73% Yes No 26% 27% 27% 24% 13% Overall Men Women 18-34 35-64
- 10. Steamboat Today MobileSurvey iPhone: 43% Android: 27% Blackberry: 2% I don’t have a Smartphone: 25% Windows Phone: 1%
- 11. Steamboat Today MobileSurvey How o en is your phone within arm's 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
- 12. Steamboat Today MobileSurvey 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 No Tablets being adopted faster by older demographic. Younger demographic is more satisfied with phone as single tool.
- 13. Steamboat Today MobileSurvey 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
- 14. Steamboat Today MobileSurvey 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 phone Recorded diet/health/fitness info 15% than those in the 34- 65 age group Researched real estate 11% Other 4%
- 15. Steamboat Today MobileSurvey 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
- 16. Steamboat Today MobileSurvey 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% media Downloaded 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%
- 17. Steamboat Today MobileSurvey Rank the following tablet uses according to importance (1=most important) Get news, sports, weather info 3.4 Communicate (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
- 18. Steamboat Today MobileSurvey 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 thus Women 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 ad Bundled together, banner ads are 3rd in each group, 11% overall
- 19. Steamboat Today MobileSurvey 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 don't read Steamboat Today
- 20. Steamboat Today MobileSurvey 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 Radio Mobile is ideal tool for breaking news. Instant updates, constantly
- 21. Some Top AppStore Apps
- 22. Steamboat Today MobileSurvey
- 23. Steamboat Today MobileSurvey 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 to Women 25% 44% 30% download our news app Men 34% 38% 29% Overall 28% 42% 30% Yes No but I plan to No and I don't plan to
- 24. Steamboat Today MobileSurvey Have you downloaded the free Explore Steamboat App? 35-64 16% 37% 47% 18-34 17% 31% 52% More than 50% of readers Women 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 don't plan to
- 25. Mobile Takeaways ◼Mobile isa tremendous disruptor, altering everything from how and when we access news and information to how people find us to the price we can charge for goods and services. ◼Mobile adoption is accelerating at breathtaking speed, and our research indicates that Steamboat and Routt County are ahead of the national curve. ◼Mobile devices – smartphones and tablets — are affordable and intuitive and growing more so every day. The barriers to entry are small 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 when everything you need is within arm’s reach? ◼Good news: With change comes opportunity. Mobile levels the playing field like never before. Google says more than 50% of all mobile search is LOCAL. They’re looking for YOU. But will they find YOU?
- 26. Mobile Takeaways (35-64) Showroomed your store… bought using Amazon app I’m only as cool as the phone I own
- 27. 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 looking books, purses, newspapers, for you. And when I find boarding you, I’ll talk about you, passes, computers, phone quickly … on my phone, books, landlines, iPods in your store. Ready? etc…
- 28. Questions for yourbusiness ◼Do you have a web presence that is optimized for mobile? Do you have Mobile responsive website or a standalone mobile website? What are your mobile needs? ◼Have you researched your mobile presence? Are you showing up in directories: Google, Bing, Yahoo, Yelp, TripAdvisor, UrbanSpoon, ExploreSteamboat. Remember: 50% of mobile search is local. 73% of mobile search results in action. ◼What are people saying about you? Bad reviews? Good reviews? No reviews? Do you have a strategy for getting customers to 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 target them? 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 in social media on their mobile devices.
- 29. The Pitch: Wecan help Web Design: Desktop web, mobile responsive & mobile web design Audience targeted web advertising: Desktop, mobile, tablet and apps. Buy one, get it all Email marketing and management: We will help you reach customers the way they prefer to be reached Listing & Directory fulfillment: Keeping your web presence accurate and updated Social Media Management: Twitter, Facebook, Pinterest, Yelp, TripAdvisor Hot Steamboat Deals is a great way to build your customer base with no upfront costs. Steamboat Today still rocks!
- 30. Explore Steamboat =Local, Mobile Search!