Mic 2012 jon_mew
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Presentatie Jon Mew op Mobile Inspiration Conference 2012
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Mic 2012 jon_mew
- 1. From Smartphones to Tablets Jon Mew Director of Mobile and Operations jon@iabuk.net @jonmew iabuk.net/contact
- 2. Agenda • Consumer usage • Advertising • How brands are using devices iabuk.net/contact
- 3. Agenda • Consumer usage • Advertising • How brands are using devices iabuk.net/contact
- 4. AM – Mobile use evolves through day • Finance/banking (20%) • First choice (29%) Morning Rush Breakfast Slot • News/weather (29%), and traffic/travel (13%) • First choice (34%) Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days
- 5. PM – Mobile use evolves through day • Careers (10%), search (19%), and • Social media (41%), music/radio (17%) news/weather (23%) • Bored (32%), time saving (25%) • Only way to access (19%), private (17%) Me time Lunch Break Feet Up Out & About • entertainment (26%), games (25%), sport • maps (13%), directories/classifieds (12%) (20%) and shopping (18%) and search (20%) • Instead of PC(21%), time saving (27%) • Prompted by other media (13%) Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days
- 6. 50% of tablet uses are after 7pm 35% Day in the Life of Device Usage - Weekday 30% 25% 20% % interactions 15% 10% Desktop 5% Mobile 0% Tablet Night Time 1- Early Morning 7- Late morning Early Afternoon 4- Early Late Evening 3am Morning 4- 9am 10am-12am Afternoon 6pm Evening 7- 10-12pm 6am 1pm-3pm 9pm Source: IAB Three Device Lives: Tablets in context
- 7. Tablets can have more impact than mobile http://www.youtube.com/watch?v=GyWc-hhfYBk
- 8. iPad growth rate is phenomenal Cumulative Units Sold 60000 iPad iPhone iPod Cumulative total units sold (thousands) 45000 NL: 15% access internet via tablet** 30000 EU: 8% 15000 0 1 2 3 4 5 6 7 Quarters after launch Source: Asymco ** IAB Mediascope 2012
- 9. 3 key trends emerging for tablets Dual Screening Entertainment Retail 51% PC, 29% Tablet usage with Tablet, TV 49% 35% 2:56 Mobile Mobile, usage 22% with TV Which of your 33% devices best 2:12 Laptop / allows you to be desktop entertained? usage with TV Source: IAB Three Device Lives: Tablets in context / IAB Mojo Study
- 10. Tablet owners prefer to search on tablets Desktop/Laptop Smartphone/Mobile PC+SP Users 51% 49% T+PC+SP Desktop/Laptop Smartphone/Mobile Tablet Users 36% 22% 42% Source: IAB Three Device Lives: Tablets in context N.B. Smartphone sample not asked Tablet option
- 11. Dual / Triple screening is growing rapidly iabuk.net/contact http://www.iabuk.net/research/library/euro-2012-exploring-sports-fan-media-consumption
- 12. Agenda • Consumer usage • Advertising • How brands are using devices iabuk.net/contact
- 13. 2011 total mobile ad spend breakdown Source: IAB / PwC mobile ad spend survey 2011
- 14. UK Mobile adspend starts to outpace online 1200.00 Online adspend Mobile adspend £962 1000.00 £825m 800.00 £727 600.00 £449 £465m 400.00 £203.2m £153m £197m 200.00 £166m £28.6m £51m £83.0m £19m £37.6m 0.00 1998 1999 2000 2001 2002 2003 2004 2008 2009 2010 2011 2012? 2013? 2014? Source: IAB / PWC Adspend, Mobile Estimates: First Partner 2011
- 15. Share of paid search clicks is increasing rapidly 25% actual projection 20% Mobile Click Share 15% Tablet 10% Click Share 5% 0% Source: Latitude digital marketing
- 16. Agenda • Consumer usage • Advertising • How brands are using devices iabuk.net/contact
- 17. Forward-thinking brands are thinking holistically Source: GfK/IAB Mojo Study. E2. How have you used your mobile / smartphone to aid your shopping trip? E3. What were you shopping for when you used your mobile /smartphone to ... - Scan products to find out more information about the item
- 18. Google – Coke Re Brief iabuk.net/contact
- 19. IAB – Creative Showcase winner iabuk.net/contact
Hinweis der Redaktion
- We know when mobile and desktops are used but it’s really interesting looking at how
- One way tablets differ from mobile is the impact they can have which I think this video sums up nicely
- And I think a big reason for this is it is so unprecedented. The iphone set records – and blew out the water anything apple had done before.The Ipad does the same all over again.
- Well people that own tablets actually pick their tablet as their favourite device to search on. So there is a desire to do it
- And the numbers actually doing it are becoming significant – very quicklyThis is a report from latitude who produce an excellent quarterly mobile reportThis looks at share of paid search clicks from their campaigns.As an aside if you needed any proof about mobile search – it wont be far off a quarter of clicks by the end of this yearTablets as well are strating to generate a significant share of search clicks