M2 Roadshow Tom Smith Trendstream
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Transcript of M2 Roadshow Tom Smith Trendstream
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Today
How Social Media is driving mobile
The global picture
Where are we heading?
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What is the Global Web Index?
A Global Survey that tracks consumer involvement in social media, the impacts on consumer behaviour and the role for brands
Looks at the creep of web behaviour from PC to mobile environment
Measures the growth of social channels through mobile devices
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Today: UK perspective
USA
Canada
Mexico
Brazil
Spain
Netherlands
UK
Italy
France
Germany
Russia
China
India
Japan
South Korea
Australia
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Launching with 32,000 consumer opinions annually
July
Decem
ber
Wave 1 Wave 2
16,000 respondents
16,000 respondents
16-64 active web users (online monthly)
Representative by age, gender, income volume of usage, region
Self completion online questionnaires conducted via Lightspeed global panels
30 minute survey
Local language32,000 annual survey release
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Social Media is driving the mobile future
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UK: Over 23% accessed web last month
Use office
software e.g w
ord processo
r / sp
readsheet
Install a
pplications o
n your m
obile
Sent an email
Browse th
e internet
Record a vi
deo
Sent an M
MS
Played games
Taken a photo
Sent an SMS
0%
20%
40%
60%
80%
Mobile behaviour – last month
MaleFemaleTotal
Mobile behaviour – last month. UK
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Up to 40% for younger demographics
Use office
software e.g w
ord processo
r / sp
readsheet
Install a
pplications o
n your m
obile
Sent an email
Browse th
e internet
Record a vi
deo
Sent an M
MS
Played games
Taken a photo
Sent an SMS
0%20%40%60%80%
100%
Mobile behaviour – last month
16-2425-3435-4445-5455-64
Mobile behaviour – last month. UK
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Social network updates lead the way!
0%5%
10%15%20%25%
Mobile behaviour – last month
MaleFemaleTotal
Mobile web behaviour – last month. UK
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Asia leads the way
Germany
South Korea
Netherlands
Spain
France
Mexico
CanadaBrazil Ita
ly
Australia USA UK
Russia
JapanChina
India0%
5%
10%
15%
20%
25%
30%
35%
Access Social Network on mobile I have in the past month
Mobile social net access
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When the technology arrives......
0%
10%
20%
30%
40%
50%
60%
70%
Mobile behaviour – last month iPhone Non iPhone
iPhone users UK
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The future is social and mobile
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The future: mobile will be just web
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Already cannibalising PC web
PC Only: 67.2%
PC & Mobile: 29% Mobile only: 4%
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Japan shows the way
PC Only: 44%
PC & Mobile: 21% Mobile only: 34%
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13.2%
Searched for a
product to buy
The mobile will be a lead influence device:
TODAY 2020
?
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• Social graph online• Augmented reality
The future: Social Augmented Reality
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Social will inform everything and everywhere
• Immediate social group• Connected group• People like me
• Actions, behaviour and reviews will be overlaid on our real life experience
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So the future?
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NOT for the mass market
No interest Maybe interested Definitely Interested0%
10%
20%
30%
40%
50%
60%
70%
80%
Below 1616-2425-3435-4445-54
Future interest: in services that show your location to friends / family
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The power of social
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Social Media impact is bigger passively
85% used search last month to look
for a specific product
49% used search to look for a specific
recommendation
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In all categories
0%
10%
20%
30%
40%
50%
60%
70%
% o
f bu
yers
wh
o p
urc
has
ed
on
lin
e
% of buyers who researched prior to purchase (offline and online)
Source: Global Web Index
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More powerful than professional sources
Your country’s leader / politicians
A well known celebrity
The main contacts on your microblog e.g Twitter
A television news reader
A journalist for a national newspaper
The author of a blog you read regularly
A store assistant
A neighbour
A good contact on a social network
A close friend
A family member
1.50 2.00 2.50 3.00 3.50 4.00 4.50
Average
Average Trust – 5 equals very strong trust
Trust in communications Below is a list of people whose opinions you come into contact with on a regular basis. Now think about when you seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you the most accurate opinion? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly.
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Consumer dictates content distribution
Music
News Story
Online Videos
0% 5% 10% 15% 20% 25% 30% 35%
Created by a consumer Created by a professional It comes from a site I am familiar with Recently produced / writtenQuality of the production / design My friend recommended it
% important factor
Factors important when looking for content:
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All coming to a mobile