The document discusses the evolution of media and technology as of early 2013, highlighting trends such as the rise of mobile internet usage, the popularity of tablets, and the growing impact of social media on advertising and consumer behavior. Notable statistics include a significant increase in mobile data traffic, the proliferation of 'digital omnivores,' and the ways brands are leveraging new technologies for marketing. Additionally, the document showcases innovative uses of apps and social media in engaging consumers.

1. April 2013

2. 2
The Next
Generation is
already here…
This is the fifteenth in a series of presentations showing that the next generation of
media is already here, based on news items from January – March 2013
See all presentations at http://www.slideshare.net/NextGenerationMedia

3. 3
The Next Generation is…
- Technology transforming media
- Content, commerce &
convergence
- Social everywhere

4. 4
Including -
- People – a quarter of Americans are ‘digital omnivores’ (own a
laptop, a tablet and a smartphone)
- Mobile – 1.7m people in the UK only go online via mobile
- Content – The Wolverine released the teaser trailer first on
Vine
- Technology – An app that lets kids understand their parents’
newspaper
- Social media – Facebook accounts for 23% of smartphone app
time in the US
- Effectiveness – Airbnb users <3 hearts

6. Russia has the largest number of internet users in
Europe
Source: Data from comScore, published 21st March 2013
http://www.comscore.com/Insights/Press_Releases/2013/3/comScore_Releases_2013_E
urope_Digital_Future_in_Focus_Report?piCId=66038
6
With over 61m internet
users Russia has the
largest online population in
Europe

7. New mothers are 35% heavier online users
Motherhood drives online
media, smartphone and
media use, but cuts
magazine and TV use,
according to BabyCenter
Source: Research by BabyCenter, reported by Marketing, 3rd April 2013
http://www.marketingmagazine.co.uk/news/rss/1176854/New-mothers-dramatically-increase-digital-media-usage/
7

8. 26% of Americans own a laptop, a smartphone and
a tablet
Deloitte calls these people digital
omnivores, and also says that tablet
ownership in the US increased 177%
in 2012
Source: Deloitte’s State of the Media Democracy survey, March 2013
http://www.deloitte.com/view/en_US/us/Industries/media-entertainment/media-democracy-survey/index.htm#&panel1-2
8

9. A quarter of American teens are ‘cell mostly’
internet users
37% of US teens (12-17) had a
smartphone by the end of
2012, 23% had a tablet, and
95% use the internet
Source: Pew Internet & American Life Project, Teens & Technology in the US, 13th March 2013
http://www.pewintenet.org/Reports/2013/Teens-and-Tech.aspx
9

11. Mobile data traffic grew 70% globally in 2012
Last year's mobile data traffic of 885
petabytes per month was nearly
twelve times the size of the entire
global Internet in 2000.
Source: Cisco, 6th February 2013
http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.html
11

12. 1.7m internet users in the UK only connect through
mobile
Combined internet reach is
47m in the UK. Just over 45
million connect via a PC, 29m
by mobile, and 1.7m only via
mobile
Source: Data from comScore, February 2013
http://digital-stats.blogspot.co.uk/2013/02/17-million-british-internet-users-only.html
12

13. Mobile accounts for 10% of UK digital ad spend
New figures from the IAB and PwC
show that mobile advertising really
took off in the UK in 2012, rising
148% to £526m for the full year
Source: Press release from the IAB, 10th April 2013
http://www.iabuk.net/about/press/archive/uk-digital-ad-spend-up-125-to-almost-55bn
13

14. Tablets have overtaken mobile for website traffic
Tablets have really only
been a category since the
iPad launched in 2010, but
now they account for 8%
of all page views on the top
1,000 sites, compared to
7% to smartphones
Source: Adobe, 6th March 2013
http://blogs.adobe.com/digitalmarketing/digital-index/tablets-trump-smartphones-in-global-website-traffic/
14

15. Dixons sold 5 tablets a second in the week before
Christmas
… & within this figure iPads
accounted for one third of tablets
sold
Source: This Is Money, 17th January 2013
http://www.thisismoney.co.uk/money/markets/article-2263798/Dixons-flogged-tablets-second-week-Christmas.html
15

16. 63% of the mobile apps used daily are different to
a year ago
Mobile is in such a state of
change that the apps that
people use daily is changing
very quickly. You could argue
that this means that there are
still great opportunities in
mobile
Source: WSJ, 11th March 2013
http://blogs.wsj.com/digits/2013/03/11/the-surprising-numbers-behind-apps/
16

17. WeChat has 40m users outside China
Mobile messaging service WeChat
(Weixin) owned by Tencent, who
also own QQ, has successfully grown
a user base outside China and is
available in 14 languages
Source: Tencent Tech, 7th April 2013
http://www.marbridgeconsulting.com/marbridgedaily/2013-04-07/article/64863/wechat_overseas_user_base_reaches_40_mln
17

18. How marketers in China are using WeChat
Source: AdAge, 25th February 2013
http://adage.com/article/digital/chinese-mobile-app-wechat-shake-shakes-
social-crm/239938/
18
Brands are experimenting – for
example Starbucks asked users to
send an emoticon to describe how
they were feeling, and sent them
back a song to match their mood

19. Starbucks generates 3 million mobile transactions
a week
President & CEO Howard Schultz
announced this figure to
shareholders in March; note that this
is the number of transactions, not a
dollar value
Source: Mobile Commerce Daily, 22nd March 2013
http://www.mobilecommercedaily.com/starbucks-generates-more-than-3m-mobile-payment-transactions-per-week
19

20. 20

21. Real time marketing came of age at the Super
Bowl
See the Tweets:
https://twitter.com/Oreo/status/298246571718483968/photo/1
https://twitter.com/tide/status/298247327771144192/photo/1
21
Several brands managed to respond quickly to the power
outage. Oreo and Tide both posted pictures, which would have
been seen by people searching for information on the blackout

22. The Wolverine’s Teaser Trailer on Vine
See it
https://vine.co/v/bDExaiMjJ1F
22
Director James Mangold
released a cut down 6
second version of the
teaser trailer for Wolverine
on Twitter a few hours
before the full teaser trailer
went live you YouTube

23. A TV ad for the movie Stoker was made entirely
from animated gifs
See it
http://youtu.be/za86lEJVVws
23
Tumblr is credited for being one of
the things that made animated gifs
popular again. Several gifs were
put together to make a 15 second
TV ad in the US in February

24. A terrific photogenic stunt for A Good Day to Die
Hard
See it
http://digital-examples.blogspot.co.uk/2013/02/photo-opportunities.html
24
This scene appeared in
Oslo days before the film
opened; perfect for
sharing on social networks

25. The first crowd-funded film to win an Oscar
Source: The Independent, 25th February 2013
http://www.independent.co.uk/arts-entertainment/films/news/inocente-makes-history-as-first-crowdfunded-oscarwinner-8508973.html
25
Inocente, a short film
from America was
raised just over $50,000
on Kickstarter in 2012
and won the award in
2013

26. “The goal is to become HBO faster than HBO can
become us”
Source: AVC blog, 3rd February 2013
http://www.avc.com/a_vc/2013/02/hbo-vs-netflix.html
26
A sentence that neatly
sums up Netflix’ strategy,
which led to the creation
of House of Cards. Netflix
released all 13 episodes
for download in February
allowing members to
indulge in ‘Binge viewing’

27. The adidasArchive
See it:
https://www.adidas-archive.org//#/home
27
Get a personal tour of adidas’ museum of memorabilia

29. Google Glass launches
29
Google Glass is a device that is worn
like a pair of glasses, and can take
photos and video, and respond to
voice commands to find information
or maps. However it won’t be
available to the general public until
2014
See it:
http://www.google.com/glass/start/how-it-feels/

30. Tokyo Shimbun produced an app that made the
newspaper come alive for kids
30
The app both explained the stories and making
reading the newspaper a fun activity
See it:
http://www.youtube.com/watch?v=2ouW5W_tMbg

31. A café in Japan uses 3D printing to put your face
on chocolate
31
This is a very
bizarre use of 3D
printing
technology…
Source: Geek.com, 28th January 2013
http://www.geek.com/articles/geek-cetera/forget-the-coffee-japanese-cafe-will-3d-print-your-face-in-chocolate-20130128/

33. Facebook Home launches
Facebook Home is a new version
of the Android Facebook app that
makes Facebook more central to
the phone, and adds Chat Heads,
a new messenger feature that is a
bit like WhatsApp and WeChat
See it:
https://www.facebook.com/home
33

34. Facebook accounts for 23% of smartphone app
time in the US
Facebook is by far the most popular app for smartphone
users in the US. If you combine Facebook & Instagram
it’s 26% of all app time
Source: Blog post by comScore, 23rd January 2013
http://www.comscore.com/Insights/Blog/Facebook_Vaults_Ahead_of_Google_Maps_to_Finish_2012_as_number_1_US_Mobile_App
34

35. 157m Facebook users only access through mobile
In Facebook’s March earning
statement they also revealed
that they have 680m mobile
users, and that they made
over $300m in Q4 on mobile
ads
Source: Business Insider, 30th January 2013
http://www.businessinsider.com/heres-a-look-at-facebooks-300-million-empire-of-mobile-only-users-2013-1
35

36. Mercedes sold 666 Smart Cars on Sina Weibo
Mercedes sold Smart Cars on the Chinese micro blogging
site, to coincide with Chinese New Year. They sold 666
cars at approximately $12,700 each
Source: The Next Web, 21st January 2013
http://thenextweb.com/asia/2013/01/21/mercedes-benz-experiments-with-selling-smart-cars-on-chinas-sina-weibo-microblog/
36

37. Tweet patterns for films repeat
An interesting bit of analysis
by the company SecondSync
shows that when the tweet
pattern for a film repeats
when it is re-shown – peaks
occur at the same times
Source: Blog post by SecondSync, 31st December 2012
http://secondsync.tumblr.com/post/39306941433/7-twitter-tv-engagement-patterns-from-2012
37

38. 38

39. ‘Positive’ Tweets drive game sales
Research by Deloitte showed that
a 30% increase in positive tweets
for video games had 4x the effect
of a 30% increase in above the
line media budgets
Source: Research by Deloitte, published April 2013, reported by The Wall Blog, 19th April 2013
http://wallblog.co.uk/2013/04/19/twitter-does-drive-sales-says-deloitte-study-infographic/
39

40. adidas finds Instagram very engaging
Over the last quarter adidas
has posted nearly 50 photos
and received an average of
5,300 likes or comments per
picture
Source: Simply Measured, 21st February 2013
http://simplymeasured.com/blog/2013/02/21/adidas-wins-with-instagram-how-the-brand-doubled-followers-in-under-3-months/
40

41. Yelp say that SMB advertisers make $23,000
more per year
Yelp & The Boston Consulting
Group report that there is
considerable impact of a listing,
paid or free, from, new customers
discovering their business
Source: Yelp Blog, 19th March 2013
http://officialblog.yelp.com/2013/03/yelp_survey_findings.html
41

42. Why you need a mobile accessible site in 2
screen grabs
This shows the before and
after for the experience of
booking a driving test in the
UK on a mobile phone.
Nearly 25% of driving tests
in the UK are now booked on
a mobile or tablet
Source: Blog post by the government’s digital service, 12th March 2013
http://digital.cabinetoffice.gov.uk/2013/03/12/were-not-appy-not-appy-at-all/
42

43. Skinny Ties grew revenue by switching to a
responsive site
‘Responsive’ means that the site
optimises its formatting
depending on what device is
accessing – mobile, tablet or PC.
Changing this had a huge impact
for the ecommerce site Skinny
Ties. Revenue grew by >40% for
all devices, and >350% for
iPhones
Source: Blog post by Gravity Dept, 24th October 2012
http://gravitydept.com/blog/skinny-ties-and-responsive-ecommerce/
43

44. Airbnb users <3 hearts
Airbnb increased engagement
on their site by 30% by
changing the icon people
clicked to favourite a
property from a star to a
heart
Source: Fast Code Design, October 2012
http://www.fastcodesign.com/1670890/how-airbnb-evolved-to-focus-on-social-rather-than-searches#1
44

45. More information: dan.calladine@aemedia.com