An overview of the rise of mobile, mobile marketing and key trends to look for in 2014.

1. MOBILE MARKETING 2014

2. WHY
WHY MOBILE?

4. MOBILE PENETRATION

5. MOBILE BROADBAND PENETRATION

6. MOBILE SUBSCRIPTIONS

7. “The trend has been that
mobile was winning.
It’s now won.”
–ERIC SCHMIDT, EXECUTIVE CHAIRMAN, GOOGLE

8. MOBILE

9. 63,395,574
54,861,245
36,000,000
82,109,000

10. 87%
39%
SMARTPHONE USERS SEARCH
FOR LOCAL INFORMATION VIA
THEIR PHONE
SMARTPHONE USERS HAVE
MADE A PURCHASE VIA THEIR
PHONE
62%
SMARTPHONE PENETRATION AS
A PERCENTAGE OF THE
POPULATION

12. • 1 in 7 people worldwide
own a smartphone
• The average person in the
UK has access to 5.4
devices
• 1 in 4 online searches are
conducted with mobile
devices
• In one day, more
smartphones are activated
than babies are born

13. • 48% of marketers intend to
increase mobile spend in
2014
• Mobile traffic in 2013 grew
to 58% of all online traffic,
an increase of 42% over
2012
• Sales completed via mobile
devices grew 63% year
over year, and exceeding
45% of total online sales

14. • 80.8% of users read email
on mobile devices
• 4.2 billion people use
mobile devices to access
social media
• 91% of all people on Earth
have a mobile phone, and
50% of mobile phone users
use their phone as their
primary method of getting
online

15. MOBILE IS THE ONLY SHOW IN TOWN…

16. MOBILE MARKETING

17. “Growth will be fuelled by improved market
conditions, such as provider consolidation,
measurement standardisation and new targeting
technologies, along with a sustained interest in the
mobile medium from advertisers.”
–STEPHANIE BAGHDASSARIAN, DIRECTOR, GARTNER

18. UK MOBILE AD SPEND (£BN)

19. GLOBAL MOBILE AD SPEND ($BN)

20. “Two years ago Facebook and Twitter had no
mobile ad business. Today the companies earn
between a third and half, respectively, of all
revenues from mobile ads.”
– CLARK FREDRICKSEN, VP, EMARKETER

21. GOOGLE
• Earned 42% of all ad
revenue in the US via
mobile
• Google services are the top
web property on
smartphones, reaching 87
percent of the mobile
audience through apps and
mobile browsing

22. FACEBOOK
• Facebook's UK digital display
ad spend was £279m in 2013
• Mobile advertising accounted
for approximately half of total
digital income
• As of January 2014, 53% of ad
revenue driven by mobile
• Facebook controlled 16% of
the global mobile ad market in
2013

23. TWITTER
• Mobile ad revenues up
from £1m in 2011 to £44m
in 2013
• Acquisition of MoPub
strengthens the mobile ad
market

24. APPLE
• iOS continues to be the mobile
platform driving the most global
mobile advertising revenue, 50% in
the second quarter of 2013
• The iPhone accounted for 36% of
ad revenue while Android phones
accounted for just under 28%.
• iBeacon roll-out has commenced

25. WHAT WE LEARNED IN 2013

26. 46%
…of users won’t come back to a website that didn’t load
properly on their screen the first time round

27. 50%
…of all mobile searches lead to a purchase

28. 57%
…of users won’t recommend companies with a poor
mobile presence

29. 59%
…of users find mobile ads “useful”

30. 60%
…of Twitter’s ad revenue that will come from mobile ads
in 2014

31. 70%
…of customers welcome mobile ads
…of mobile searches lead to action within 1 hour
…of online searches lead to action within 1 month

32. 85%
…of users prefer native apps to mobile websites

33. 60%
…of users prefer the mobile web over apps when
researching products and prices online

34. PREDICTIONS FOR 2014

35. PROGRAMMATIC

36. LOCATION

37. VIDEO

38. MICROCONTENT

39. FRICTIONLESS

40. CUSTOMERS IN 2014

43. CROWDSHAPED

45. WEBSITE

46. APPS

47. ECOSYSTEM

48. DIGITAL STRATEGY

49. CONTINUOUS IMPROVEMENT