................................................................................................................................................10 TRENDS ON MOBILEDECEMBER 2012JOY AYLES – JUNIOR PLANNER

................................................................................................................................................WHY ARE WE LOOKING AT MOBILE?

..................................................................................................................................................................................................• 56% of UK consumers own a smartphone and 21% own a tablet device (Oct 2012)

• 59% access the Internet every day on their smartphone

• 78% never leave home without their smartphone. 63% of female respondents and 73% of male respondents don’t go an hour without checking their phone.

• Used everywhere – Home, On the Go, work,

http://www.edigitalresearch.com/news/item/nid/890839985

http://www.thinkwithgoogle.com/insights/emea/library/studies/our-mobile-planet-United-Kingdom/

................................................................................................................................................1. SEARCH

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SEARCHLOCALhttp://datenform.de/mapeng.html

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85% of Smartphone users look for local information on their phone and 81% take action a result.

70% of all mobile searches result in action within 1 hour.

SEARCHLOCAL

http://www.thinkwithgoogle.com/insights/emea/library/studies/our-mobile-planet-United-Kingdom/http://socialmediatoday.com/aua745/1088176/70-mobile-searches-lead-action-within-1-hour

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http://thenextweb.com/google/2012/12/04/google-updates-its-ipad-app-to-better-allow-for-local-discovery/

Google have recently updated their Apple Ipadversion to enhance the experience of local search.

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SEARCHVOICE

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Google: 25% Of Queries From Android 2.0 Devices Use Voice Search

Apple: 87% of iPhone 4S users say they use Siri at least once a month.

SEARCH

VOICE

http://techcrunch.com/2010/08/12/googles-hugo-barra-25-of-android-queries-are-voice-based/http://www.idownloadblog.com/2012/05/24/siri-by-the-numbers-infograph/

................................................................................................................................................2. M-COMMERCE

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2. M-COMMERCE95% Researched a product or service on their smartphone.

66% Have made a purchase from a tablet and 44% from a smartphone.

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1. CLOTHING AND ACCESSORIES (4.3%)

2. PRINT BOOKS (3.2%),

3.CONSUMER ELECTRONICS (3.1%)

4.TICKETS (3.1%)

5. WITH PERSONAL CARE AND HYGIENE PRODUCTS (2.1%)

M-COMMERCE

TOP CHOICES FOR MOBILE TRANSACTIONS

http://www.techradar.com/news/world-of-tech/roundup/mobile-commerce-on-the-rise-in-europe-1090990

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WE NEED TO ENSURE ALL OUR SITES ARE MOBILE OPTIMISED

................................................................................................................................................SO HERE’S SOME BEST PRACTICE TIPS

MAKE THE CALL TO ACTION

– COLOURFUL AND LARGE

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MAKE THE CALL TO ACTION – COLOURFUL AND LARGE

CLEAR SIMPLE COPY

M-COMMERCE

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MAKE THE CALL TO ACTION – COLOURFUL AND LARGE

CLEAR, SIMPLE COPY CREATE A SENSE OF URGANCY

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CLICK TO CONTACT

M-COMMERCE

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CLICK TO CONTACT DIFFERENT DEVICES

M-COMMERCE

................................................................................................................................................3. MULTITASKING

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Smartphone users are multi-tasking their media with 80% using their phone while doing other things such as watching TV (55%).

http://www.fitnessgoop.com/wp-content/uploads/2011/07/Multitasking-A-Four-Letter-Word.jpg

MULTITASKING

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Smartphone users are multi-tasking their media with 80% using their phone while doing other things such as watching TV (55%).

During the course of a TV program, more than 60 percent check their phones at least “once or twice,” and 15 percent stay on the mobile Web for the full duration of the show.

MULTITASKING

................................................................................................................................................ADDITIONAL CONTENT60 % of multitaskers are accessing additional content – 44% is unrelated to what’s on TV versus only 38% related to TV.

MULTITASKING

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94 %of multitaskers engage in some kind of mobile communication, in order of…

• SMS• Talking• Email• Social networking• IM

DISTRACTION

http://razorfishoutlook.razorfish.com/articles/forgetmobile.aspx#01

MULTITASKING

................................................................................................................................................4. VIDEO

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There are 200 million mobile video playbacks every day on YouTube

Time spent viewing video on mobile apps has grown 52% in 2012 while time spent viewing video online has fallen 10%

4. VIDEO

VIDEO

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WHY ARE PEOPLE NOT

WATCHING VIDEO?

http://www.skyfire.com/en/news/blog/143-what-keeps-people-from-watching-mobile-video

VIDEO

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BUT WITH COMPANIES LIKE EE – FEARS ABOUT DATA PLANS WILL BE A THING OF THE PAST

VIDEO

................................................................................................................................................5. APPS AND ECOSYSTEMS

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Consumers increased their social app time by 76%, spending

more than 7 times on apps than on the mobile web – Nielsen

................................................................................................................................................6. IPHONOGRAPHY

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Instagram has 100 million users worldwide and hosted 4 billion photos.

IPHONOGRAPHY

http://techcrunch.com/2013/01/17/instagram-reports-90m-monthly-active-users-40m-photos-per-day-and-8500-likes-per-second/

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IT HAS CREATED HOBBIES, COMMUNITIES AND JOB ROLES

http://www.wearejuxt.com/category/juxters/

IPHONOGRAPHY

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FILTERS

IPHONOGRAPHY

http://www.guardian.co.uk/artanddesign/2012/nov/16/mobile-photography-richard-gray

Filters are becoming a visual norm, “A recent Sky Sports campaign featured sepia-tinged framed images reminiscent of one of the app’s most popular filters.”

................................................................................................................................................7. GAMING

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59% of total app gameplay is done on a mobile device (NPD GROUP 11/11/2012)

Games account for 67% of time spent using tablets, vs 39% for smartphones(FLURRY 10/29/2012)

Game downloads on smartphones increased by 30% from 2010 to 2011 (MAGID 06/27/2012)

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T-mobile utilised in game advertising when they launched a car in the Need for Speed game.

IPHONOGRAPHY

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Barclaycard have created branded games such as Barclaycard Toys Unleashed and Waterslide Extreme.

IPHONOGRAPHY

................................................................................................................................................8. NFC

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Global NFC m-payment transactions will be almost US$50 billion worldwide by 2014 (Juniper Research, June 2011)

There will be 7 million NFC-enabled phones in 2011 growing to 203m in 2015 (Yankee Group, June 2011)

NFC

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Halo 4 created an NFC scavenger hunt in Sydney and Melbourne

(http://www.nfcworld.com/2012/11/19/321207/microsoft-promotes-halo-4-with-nfc/)

NFC

................................................................................................................................................9. GEOLOCATION

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Gartner predicts that the number of location-based service users will grow globally from 96m in 2009 to more than 526m in 2012

10% of mobile owners use location services at least once a week

................................................................................................................................................10. SOCIAL NETWORKING

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Time spent on social apps and the mobile web account for 63% of the year-over-year growth in overall time spent using social media.

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Just because...

http://blog.nielsen.com/nielsenwire/social/2012/

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VIDEO APPS AND ECOSYSTEMS

IPHONOGRAPHYNFC GAMING

GEOLOCATION SOCIAL NETWORKING

SEARCH MULTITASKING MCOMMERCE

10 TRENDS ON MOBILE

................................................................................................................................................A THOUGHT...

JUST BECAUSE MOBILE IS ‘BIG’ WE SHOULD ALWAYS SEE IT AS A COMPLIMENT TO DIGITAL.

ALWAYS THINKING OF THE CONSUMER EXPERIENCE AND WHY MOBILE WILL ENHANCE, LEVERAGE AND ADD VALUE.