Global Mobility 2013 : The great interaction explosion

GLOBAL MOBILITY 2013:THE GREAT INTERACTION EXPLOSION

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Global Mobility 2013:The Great Interaction Explosion

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2013 IDG Global Solutions (IGS) research based on 25,601 worldwide technology professionals and consumers shows that across every corner of the globe the volume of people interacting with mobile is escalating. Whether on tablets or smartphones, at work or outside of it, survey participants consume all forms of content from entertainment videos, to product research, to full commercial engagement with advertising.

Today there is no disputing that smartphones and tablets are truly taking off all over the world. The research shows that 54% of respondents now own a tablet. But this is only the tip of the iceberg, because whilst the North American market is nearly saturated (72% own a tablet), in emerging regions where there is less legacy infrastructure, purchase and more crucially, usage of these devices has been meteoric over the last 12 months.

In the Middle East and Africa, an incredible 43% use their tablet device ‘more frequently than a laptop or desktop’. Similar trends are evident across other emerging regions with 31% from Latin America and 30% from Asia Pacific using their tablet device ‘more frequently than a laptop or desktop’. Global adoption rates for smartphones are also substantial with 83% of survey respondents owning or using a device.

The critical thing about these findings though is that not only do they provide further evidence of a 24/7 ‘always on’ mobility culture’, they also highlight the blurred lines between work and leisure activities. Today, 41% of those we interviewed have their personal smartphone fully supported by IT pros at work, highlighting the (BYOD) Bring Your Own Device to work trend. BYOD use rises steeply in emerging markets, most notably Latin America and Asia Pacific, where even higher percentages utilise their own devices on a business network. In 2013, the real transformation is that mobility has reached a second phase where the tech savvy expect to use mobile devices anywhere. Today, people all over the world surf the web, do their work, respond to relevant adverts, and pay for products all via whichever touchscreen device is most convenient.


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The Appetite for Work Content is Increasing

The beauty of simple touch screen devices, whether in tablet or smartphone form, is to consume content. And, today global tech professionals are doing this in droves. This year, 90% of respondents watch videos on their tablets (up from 66% in 2012), whilst 67% watch them on their smartphones. Yet, what is really striking about these findings is just how many people are using their devices to access work related content.Nearly half watch ‘how-to or training’ videos on their tablet and 19% watch them on their smartphone an impressive statistic when you consider the small screen.

50%

24%

19%17%

SMARTPHONE

TABLET

MOBILE USERS LOVE VIDEO

WHAT TYPE OF VIDEOS DO YOU WATCH USING YOUR MOBILE DEVICE?

SOURCE: IDG GLOBAL SOLUTIONS 2013 MOBILE SURVEY

14%13%

YOUTUBE

MOVIES /TV SHOWS

HOW TO /TRAINING VIDEOSVIDEOS/WEBCASTS/WEBINARS RELATING TO YOUR JOB

PROMOTIONAL VIDEOS

INDEPENDENT PRODUCT REVIEWS

91%

75%

33%

47%40%

YOUTUBE

MOVIES /TV SHOWS

HOW TO /TRAINING VIDEOSVIDEOS/WEBCASTS/WEBINARS RELATING TO YOUR JOB

PROMOTIONAL VIDEOS

INDEPENDENT PRODUCT REVIEWS 34%

MOBILE USERS LOVE VIDEO


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More critically, the tech savvy are using tablets and smartphones for a whole range of work related activities. The vast majority, not surprisingly, use their tablet and smartphone to check work email (93% and 94% respectively). However, a large number increasingly research technology products and services, visit technology vendor sites and use these devices to compare products and prices.

57%

47%

45%

40%

SMARTPHONE

TABLET

USERS EMBRACE MOBILE FOR WORK

WHEN USING YOUR MOBILE DEVICE FOR WORK PURPOSES, DO YOU USE IT FOR ANY OF THE FOLLOWING ACTIVITIES?


40%

READ INDUSTRY NEWS

RESEARCH TECHPRODUCTS & SERVICES

READ TECH RELATEDNEWSLETTERS/ALERTS

VISIT TECH VENDOR SITES FOR PRODUCTINFORMATION

COMPARE PRODUCTSAND PRICES

69%

66%

60%

60%

58%

READ INDUSTRY NEWS

RESEARCH TECHPRODUCTS & SERVICES

READ TECH RELATEDNEWSLETTERS/ALERTS

VISIT TECH VENDOR SITES FOR PRODUCTINFORMATION

COMPARE PRODUCTSAND PRICES

USERS EMBRACE MOBILE FOR WORK


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The Willingness to Engage with Advertising and Buy Work Products is Rising

Today’s tech audience is actively searching for products, interacting with vendors and engaging with mobile advertising. This is true on both smartphones and tablets, but is especially clear on smartphones where users have an extremely personal relationship with their devices. Findings show that half of smartphone users surveyed have researched a product and a third made a recommendation after seeing an ad on their smartphone.

MOBILE USERS ARE ENGAGED

WHICH OF THE FOLLOWING ACTIVITIES HAVE YOU EVER TAKEN AS A RESULT OF SEEING ADVERTISING OR A PROMOTION ON A MOBILE DEVICE?


$

51%

33%30%

25%26%

21% 20%

12%

RESEARCHED A PRODUCT /

SERVICE (ONLINE)

PURCHASED A PRODUCT /

SERVICE (ONLINE)

RECOMMENDED A PRODUCT / SERVICE TO A

FRIEND

CLICKED / INTERACTED

WITH THE ADVERT



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WHICH OF THE FOLLOWING ADVERTISING/PROMOTIONS WOULD YOU BE LIKELY TO ENGAGE WITH USING YOUR MOBILE DEVICE?


SMARTPHONE TABLET DEVICE

48%Email

29%Email

20%Location Based Offers

20%Coupons

9%Infographics

7%Mobile Banner Advertising

41%Location Based Offers

37%Coupons

30%QR Codes (Print)

28%SMS / Text Messages



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What stands out about these findings is that people are not just recommending and clicking on advertisements, they are also actively purchasing via mobile. More surprisingly, nearly a quarter of professionals (22%) make business purchases via their smartphones, whilst 21% make business purchases via their tablets.

USERS BUY ON MOBILE

HAVE YOU EVER USED YOUR MOBILE DEVICE TO MAKE AN ONLINE PURCHASE?

HAVE YOU MADE BUSINESS AND/OR PRIVATE PURCHASES USING YOUR MOBILE DEVICE?


56% 73%

TABLETSMARTPHONE

BUSINESSPURCHASE

PRIVATEPURCHASE

22%

21%

96%

96%

USERS BUY VIA MOBILE


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Conclusion

Over the past year the mobile market has solidified. Now the majority of professionals and tech savvy own both a smartphone and a tablet, and those who do not currently own a tablet are planning to buy soon. In emerging markets, this trend is especially noticeable because many people are taking their personal devices into the workplace, and bypassing traditional laptops and desktops entirely.

These trends are leading to a complete overhaul of the way people view mobile. Not only are professionals using a range of different sized touch screens to communicate in a 24/7 culture of global working. They are also becoming increasingly willing to do work research, look at vendor sites, interact with advertisements and make purchases for work. The desire to consume content is only increasing and this coupled with an emerging consumer base outside of developed markets, suggests that by June 2014 global mobile use will be even more pervasive. This is an exciting time for mobile advertising. New generations of users are looking to interact in previously unimagined ways, providing unique creative opportunities for marketers looking to push the frontiers of engagement. However, these findings should also act as a stark warning to marketers who are unwilling to get involved. Those who do not invest in the right mobile user experiences now, risk missing out on a movement which is easily as pivotal as the initial move to online more than a decade ago.

For More InformationContact Christina Carstensen Director Mobile Strategy, IDG Global [email protected]

mailto:christina_carstensen%40idg.com?subject=IDG%20Mobile%20Survey%202013

Technology

Global Mobility 2013 : The great interaction explosion