ThinkingMobile First

What does ‘mobile’ mean?

Global smartphone marketshare Q4 2012

0%

20%

40%

60%

80%

iPhone 5 iPhone 4s Samsung Galaxy S3 Other

Global smartphone marketshare Q4 2012

0%

20%

40%

60%

80%

iPhone 5 iPhone 4s Samsung Galaxy S3 Other

Why do we care?

Your site doesn’t sit on adesk anymore

Top 10 screen-sizes

(90% of all browsers)

No one screen size has morethan 20% of the market share

More people use Twi!eron mobile than on the web

Facebook MAUs

71% mobile

Recent iris campaigns

30-45%

Mobile web use likelyto surpass desktop use by

2014

It’s not just websites

Over 37% of e-mails are opened on iOS devices

Over 46% including Android

More than Outlook.com/Live,Yahoo & Gmail combined

More than Outlook desktop & Apple Mail combined

Mobile users are moreengaged

Auto campaign conversion %web vs mobile

Popular tea brand campaignvisit duration

‘Desktop’

Smartphone

Tablet

0 25 50 75 100 125 150 175 200 225

Mobile

Desktop

Webmail

0% 13% 25% 38% 50%

E-mail open ratesby device

61% of people have a be!eropinion of brands when they

offer a good mobile experience

61% of people have a worseopinion of brands when they

offer a poor mobile experience

90% of people move betweendevices to accomplish a goal

Four common approachesto multi-device adaptation

1Miniaturisation

2We have an app!

IDontWantYourFuckingApp.tumblr.com

3Separation

4Responsive

What does ‘Responsive’mean?

DESIGN LOGICRESPONDSTO SCREEN SIZE

Typically starting with desktop...

It’s not as simple as just making

things smaller

Mobile first

Back to thinking...

This talk is not abouta technique

Nor is it simply an approach to web development

It’s not about including mobile as costly extra

It’s a new way of thinking

For everyone

Mobile is not just‘a small desktop’

Thanks

ReferencesSlides 5-6

Strategy Analytics Handset Country Share Tracker, via International Business Times (Feb 2013) - h!p://goo.gl/LN3iH

Slides 10-11Mobify Global Screen Size Diversity (Dec 2012) - h!p://goo.gl/evT2v

Slide 12Strategy Analytics (Apr 2013) - h!p://goo.gl/ElUyL

Slide 132Q: Facebook reaches 1.15B Monthly Active Users (July 2014) - h!p://goo.gl/B4ZMjy

Slide 15ComScore: Mobile will force desktop into its twilight in 2014 (Jun 2012) - h!p://goo.gl/zfKsJ

Slides 17-20Email Client Market Share (Sept 2013) - h!p://goo.gl/Q4bYiU

Slide 2448% of E-mails are Opened on Mobile (Oct 2013) - h!p://goo.gl/p7gscU

Slide 25Latitude, Next Gen Retail Study (Dec 2012) - h!p://goo.gl/2Tm7J

Slide 27Google, The new multiscreen world (Aug 2012) - h!p://goo.gl/vbrEu

Jordan HarperTechnical Director

iris Worldwidejordan.harper@iris-worldwide.com

@jordanharper