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ThinkMobile Google Mobile Conference The Changing Face of Mobile
In 1973…
Then, in 2007…
The Rise of Mobile How quickly is it changing?
52% of Australia’s population has a smartphone - 2nd highest usage rate in the world.
Market Share IOS: 42% Android: 29% - but growing 4x as fast.
8x faster growth rate than desktop computing at the same point in development.
45 billion apps by 2015.
1st billion downloads of Android apps took 2 years. The last billion took 60 days.
Why Mobile?
Consumer market drivers & inhibitors Drivers Inhibitors
• Increase in paid & free made for tablet content (eBooks & short digital video)
• Push from major print media organisation (newspapers & magazine) to drive readership to tablet apps. (eg. News Limited, Fairfax)
• Greater familiarity with devices
• Adoption of segments of the market that are not as comfortable with laptops/PCs (devices with keyboards) such as the elderly (over 65 year olds).
• Parents buying devices as ‘child minding devices’ or ‘toys’
• Increase in range of available devices (particularly Android)
• Decrease in price points & reductions in mobile broadband fees
• Use of tablets for gaming applications
• Current lack of discrete, made for tablet content or services
• Increased adoption of smart phones negating the need for some consumers
• Low cost laptops & computers with long battery life, quick boot up and built in 3G
• End user concerns about battery life, weight, carrying a second device, etc.
Consumer use of mobile & applications
• Tablets are an experiential device which is often shared by households – More users than devices
• 50/50 split over consumer preference between web & apps
1. Mobile entertains us
125 years of Angry Birds are played every day.
75% use smartphones in off-time at work.
60% use smartphones on their commute to work.
200 million playbacks a day on YouTube.
1. Mobile entertains us
Predicted to be
69% by 2015.
37% of Australia’s mobile data traffic is related to video.
2. Mobile is immediate
82% of people booked within 1 day of departure vs 45% on desktop.
58% were within 35km of their hotel.
11% of all travel enquiries are made via mobile.
3. Mobile connects us locally
66% of local searches are from a mobile. Half of these result in an action. Smartphones
enable communication & connect us.
4. Search
• In contrast to desktop, mobile search peaks at night, weekends & in the period leading into holidays.
5. Mobile makes shopping easier
1 in 5 changed their mind in a retail store as a result of their mobile.
25% have bought using their mobile phone.
72%
of people use their mobile for comparison shopping.
5. Mobile is a part of our lives
#1 usage location is in the home.
nearlyHALF of users are ‘dual-screening.’ - Integrated messaging across multiple platforms is extremely important.
44% of us go to bed with our phones in arms reach.
What can we do to keep up?
What can we do to keep up?
• Create a mobile specific site – Having a mobile site puts WiTH & our clients ahead of
79% of the competition
• Think about local consumers in local markets – How can we create relevant & memorable
experiences?
• Get personal – Mobile is an extra chance to engage with our
audiences
What can we do to keep up?
• Learn from our progress and change our process – Constantly reflect, review and amend our strategy – Every learning is an opportunity for improvement
What about our clients?
Where are the opportunities? • Consume content • mCommerce • mHealth • Mobile wallet / online banking • Engagement via SM • Personalised advertising
It’s not too late to be early
Thank you
WiTH Collective facebook.com/withcollective [email protected] 02 8203 2128