Mobile 101 Class 1: Technology and Mobile Behavior
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Transcript of Mobile 101 Class 1: Technology and Mobile Behavior
Technology & Mobile Behavior Mobile Media 101
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TECHNOLOGY• Defining Mobile
• Mobile Carriers & Data Offerings
• Key Devices for Mobile Behavior
• Operating System Penetration
2 BEHAVIORAL LANDSCAPE• App Usage on Tablets and Phones
• Search Behavior
• Purchase Behavior
AGENDA
WHAT IS MOBILE?
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WHAT IS MOBILE?
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A mobile device (handheld device) is a handheld, lightweight, portable computing device, typically having a display screen with touch input and/or a miniature keyboard – and for the purposes of our discussion smartphones and tablets
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MOBILE BANDWIDTH
3G 4G BEYOND
• 30x 3G speeds• HSPA/HSPA+• Long Term Evolution (LTE)
Free Neighborhood Wifi
WIFI
Targeted to cover low range networks at a higher speed
TetheringConnecting a wireless
enabled device to the 3G
or 4G phone connection
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CARRIERS
34%
17%3%2%3%
10%
32%
US Market: Carrier Subscription Share Q2 2012
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OPERATING SYSTEM SATURATION 2005 - 2012
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
JAN
200
5 M
AR
200
5 M
AY 2
005
JUL
2005
S
EP
2005
N
OV
200
5 JA
N 2
006
MA
R 2
006
MAY
200
6 JU
L 20
06
SE
P 20
06
NO
V 2
006
JAN
200
7 M
AR
200
7 M
AY 2
007
JUL
2007
S
EP
2007
N
OV
200
7 JA
N 2
008
MA
R 2
008
MAY
200
8 JU
L 20
08
SE
P 20
08
NO
V 2
008
JAN
200
9 M
AR
200
9 M
AY 2
009
JUL
2009
S
EP
2009
N
OV
200
9 JA
N 2
010
MA
R 2
010
MAY
201
0 JU
L 20
10
SE
P 20
10
NO
V 2
010
JAN
201
1 M
AR
201
1 M
AY 2
011
JUL
2011
S
EP
2011
N
OV
201
1 JA
N 2
012
MA
R 2
012
MAY
201
2 JU
L 20
12
Source: comScore Mobile Landscape, Mark Donovan 2012
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NEW “UNDERDOG” OPERATING SYSTEMS
New Entrants Include:• Tizen (Samsung and Intel)
• Firefox OS (Mozilla Foundation)
• Ubuntu (Linux operating system)
Marker Implications:• Provide even lower price points
• Deepen market penetration in the US at an accelerated rate
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MOBILE DEVICES – SMARTPHONE SALES
• 50.4% of mobile users in the US have a smartphone
• Smartphone sales are now over 70% of all mobile phone sales
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MOBILE DEVICES – TABLET OWNERS
Years Post Introduction
Dev
ice
Ow
ner
s
100 MILLION
40 MILLION
Source: comScore Mobile Landscape, Mark Donovan 2012
1 2 3 4 5 6 7 8 9 10 11 12
Tablet
Smartphone
BEHAVIOR
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CONSUMER DEVICE BEHAVIOR THROUGHOUT THE DAY
Source: comScore Device Essential – Jan 2012
Weekday Share of Device Page Traffic in the U.S.
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WHAT DO YOU DO?
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WHAT DO PEOPLE DO ON THEIR PHONES?
Source: comScore Device Essential – Jan 2012
Top 10 Smartphone Categories
43.8% 48.6% 49.5%
61.6%
52.1% 49.3%
43.5% 39.9%
54.3% 57.7%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Perso
nal E
Wea
ther
Social
Netw
orkin
g Site
or
Search
Maps
News
Instan
t Mes
sagin
g
Wor
k Email
Sports
Infor
mation
Enterta
inmen
t New
s
Top 10 Smartphone Categories
June 2011 June 2012 Social
Netw
orkin
g Site
or B
log
20112012
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TABLET BEHAVIOR
Source: comScore Device Essential – Jan 2012
Sports
Retail
Entertainment News
News
Weather
Search
0% 20% 40% 60% 80%
74%
69%
61%
56%
51%
48%
60%
67%
49%
38%
25%
39%
SmartphoneTablet
Retail appeals more to tablet consumers than smartphone users
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SMARTPHONE DEVICE USAGE
In App: • While most smartphone users in 2012 had 29+ apps
installed on their phones, the average owner only used 12 apps in the past 30 days
Beyond the App: • Other behaviors, including Mobile Search (62% Daily)
and Social Network (60% Daily) visitation, were most pervasive on a smartphone device
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MOBILE VIDEO
While not a top 10 content category consumed, 25% of smartphone owners watch videos on their smartphones daily, and 21% watch videos weekly
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WHAT DO USERS WANT FROM MOBILE SITES?
Mobile-friendly Sites
• 96% of consumers say they've encountered sites that were clearly not designed for mobile devices
• 40% of users have turned to a competitor’s site
• 5x More likely to abandon the task altogether
Problem
• 67% of mobile users say that when they visit a mobile-friendly site, they're more likely to buy a site's product or service
Opportunity
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LOCAL MOBILE CONSUMER
• Your future customers are literally around the corner, and mobile can get them in your door
• Mobile customers use store locators 63 times for every one mobile commerce order
- Roughly a third of all searches have local intent
• 90% of smartphone users who search for local info take action within 24 hours
TOP APPS are LOCAL SEARCH Related: Yelp, Google, Bing, Fandango, Urban Spoon etc.
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LOCAL MOBILE SEARCH
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MOBILE PURCHASE BEHAVIOR
Users are growing more and more comfortable using mobile devices to make purchases, 35% of people in 2012 have made a purchase on their mobile device (up from 29% in 2011)
Amazon & the Kindle
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POWERING DOWN
Amazon & the Kindle
Mobile technology will continue to evolve, and thus evolve our behavior with it.
Our behavior may also evolve the technology itself.
From texting to E-reading to e-mailing to surfing and purchasing, we as chefs need to continue to tweak the Mobile Recipe!
THANK YOU