The year of mobile

(me being) Nick Lane

me

@mobilesquared

Mobile Insight Specialists

www.mobilesquared.co.uk

@mobilesquared

Fast Stats

What are the UK mobile users up to?

@mobilesquared

UK

m-co

mm

ercestats

Is the greatest relationship you have on a daily basis

@mobilesquared

The Mobile

It knows your passwords

You sleep with itYou’re together for 16+ hours per day

You play with it watching TV

It knows your favourite things

It knows where you like to eat

You stroke it more than 50 times a day

You take it everywhere

You take it to the toilet

It knows all your intimate secrets

But how personal is your mobile?

Shaping fashion

Not even arctic conditions can stop you from using your smartphone

The Mobile What?

@mobilesquared

Mobile is fundamentally a “time-driven” mechanism

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The Mobile Minute

As a brand you have less than 1 minute to make sure your app/site is THE preferred destination

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The Mobile Minute

Appstraction

App considerations?

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Session length

External distractions

Ongoing interactions

Time of day

Appstraction exemplified

Breadth of apps used on a frequent basis is growing

Activation

Our natural filter

@mobilesquared

Actions predetermined by

time of day

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Only brands that really know ME will be allowed in

App usage by attention

Do you base your brand strategy by app attention?

@mobilesquared

0600-0900 0900-1200 1200-1500 1500-1800 1800-2100 2100-2400

Active apps by category

Communication Information Utility Entertainment

Infotainment is key

Entertainment and Information dominate daily usage

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0600-0900 0900-1200 1200-1500 1500-1800 1800-2100 2100-2400

App usage by time

Communication Information Utility Entertainment

Brand opportunities vary throughout the day

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Communication

Utility Utility

Entertainment Entertainment

Points of Engagement

Do you really understand behaviour?

48%

26%

24%

3%

Information Information

0300 0600 0900 1200 1500 1800 2100 2400

Communication

Utility Utility

Entertainment Entertainment

Opportunity or intrusion?

How well do you know me?

48%

26%

24%

3%

Information Information

Is this void an

opportunity or

an intrusion?

Brand distraction?

We need to consider every users’ daily routine

@mobilesquared

For the majority of sectors, between 0900-1500 is the

optimum time for a brand to communicate

0%

2%

4%

6%

8%

10%

12%

14%

0700-0900 0900-1200 1200-1500 1500-1700 1700-1900 1900-2400 0000-0700

When should a brand communicate?

Brand says Consumer says

Brands are not utilising the

total mobile opportunity

The

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@mobilesquared

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The Activity Gap

Mobile matters

We need to consider the every users’ daily routine

@mobilesquared

33% of brands have a mobile site

20% of brands have a mobile app

3% use augmented reality

26% use QR codes

65% have an opted-in mobile database

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Email

TV

Print

Phone

Radio

Outdoor

Direct mail

Apps

Social

Online/search/PPC/display

Mobile messaging

What is your marketing mix?

Mobile matters

We need to consider the every users’ daily routine

@mobilesquared

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Email

TV

Print

Phone

Radio

Outdoor

Direct mail

Apps

Social

Online/search/PPC/display

Mobile messaging

What is your marketing mix?

There is a disconnect between mobile’s prominence in

our daily lives, and the importance placed by brands as

a means of communicating

Is data enough?

We need to consider the every users’ daily routine

@mobilesquared

How do you create your mobile strategy?

Device data

Mobile behaviour

3rd party data

Preferences / likes

• 24.3% of businesses know their mobile customers’ age,

gender, location & preferences

• 36% of businesses only know their mobile number

The missing data: Brands need to understand the mobile user on a personal level to truly deliver a compelling experience

@mobilesquared

The 3Ms

What is the mobile campaign that has influenced you?

Making

Mobile

Memorable

Which brands have successfully understood MY use of mobile to bring those brands closer to

ME, and increasing my LOYALTY?

Which brands have successfully understood how consumers’ use of mobile can bring them closer to brands, making them more loyal than ever before?

Mobile is personal@mobilesquared

Genius

Intrusive

Virgin EMI launch of the Avicii single ‘Wake Me Up’

@mobilesquared

A missed delivery

How well do companies actually know you?

@mobilesquared

Tonight the Champions League is back so why don’t you enjoy a tasty Domino’s Pizza. Its 2-4-1 tonight so call XXX-XXX-XXX

@mobilesquared

Mobile motto

The ultimate challenge for every brand is the 3Es

Make my life Easier!

Make my life more Efficient!

Make my life more Entertaining!

@mobilesquared

nick@mobilesquared.co.uk www.mobilesquared.co.uk Tel: +44 (0) 1344 747 311

That’s me done

Don’t be shy, get in touch

Nick Lane, chief analyst @ mobilesquared