In 2014, more users will access the web on mobile devices (smartphones + tablets) than with 'desktop' machines — we need to start considering mobile users not as A channel, but THE key channel in building a successful web campaign.

1. Thinking
Mobile First

2. What does ‘mobile’ mean?

5. Global smartphone
marketshare Q4 2012
80%
60%
40%
20%
0%
iPhone 5
iPhone 4s
Samsung Galaxy S3
Other

6. Global smartphone
marketshare Q4 2012
80%
60%
40%
20%
0%
iPhone 5
iPhone 4s
Samsung Galaxy S3
Other

8. Why do we care?

9. Your site doesn’t sit on a
desk anymore

10. Top 10 screen-sizes
(90% of all browsers)

11. No one screen size has more
than 20% of the market share

12. More people use Twitter
on mobile than on the web

13. Facebook MAUs
71%
mo
bile

14. Recent iris campaigns
30-45%

15. Mobile web use likely
to surpass desktop use by
2014

16. It’s not just websites

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

18. Over 46% including Android

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

20. More than Outlook desktop
& Apple Mail combined

21. Mobile users are more
engaged

22. Auto campaign conversion %
web vs mobile

23. Popular tea brand campaign
visit duration
‘Desktop’
Smartphone
Tablet
0
25
50
75
100
125
150
175
200
225

24. E-mail open rates
by device
Mobile
Desktop
Webmail
0%
13%
25%
38%
50%

25. 61% of people have a better
opinion of brands when they
offer a good mobile experience

26. 61% of people have a worse
opinion of brands when they
offer a poor mobile experience

27. 90% of people move between
devices to accomplish a goal

28. Four common approaches
to multi-device adaptation

29. 1
Miniaturisation

31. 2
We have an app!

33. IDontWantYourFuckingApp.tumblr.com

34. 3
Separation

39. 4
Responsive

41. What does ‘Responsive’
mean?

42. DESIGN LOGIC
RESPONDS
TO SCREEN SIZE

43. Typically starting
with desktop...

47. It’s not as simple as just
making
things
smaller

49. Mobile first

53. Back to thinking...

54. This talk is not about
a technique

55. Nor is it simply an approach
to web development

56. It’s not about including
mobile as costly extra

57. It’s a new way of thinking

58. For everyone

59. Mobile is not just
‘a small desktop’

62. Thanks

63. References
Slides 5-6
Strategy Analytics Handset Country Share Tracker, via International Business Times (Feb
2013) - http://goo.gl/LN3iH
Slides 10-11
Mobify Global Screen Size Diversity (Dec 2012) - http://goo.gl/evT2v
Slide 12
Strategy Analytics (Apr 2013) - http://goo.gl/ElUyL
Slide 13
2Q: Facebook reaches 1.15B Monthly Active Users (July 2014) - http://goo.gl/B4ZMjy
Slide 15
ComScore: Mobile will force desktop into its twilight in 2014 (Jun 2012) - http://goo.gl/
zfKsJ
Slides 17-20
Email Client Market Share (Sept 2013) - http://goo.gl/Q4bYiU
Slide 24
48% of E-mails are Opened on Mobile (Oct 2013) - http://goo.gl/p7gscU
Slide 25
Latitude, Next Gen Retail Study (Dec 2012) - http://goo.gl/2Tm7J
Slide 27
Google, The new multiscreen world (Aug 2012) - http://goo.gl/vbrEu

64. Jordan Harper
Technical Director
iris Worldwide
jordan.harper@iris-worldwide.com
@jordanharper