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Mobile usage is growing rapidly, with over half of UK consumers owning smartphones. People are using their phones everywhere and checking them frequently. The top 10 mobile trends are: 1) Local search is popular, with many searches leading to quick action; 2) M-commerce is rising, with many researching and buying products on their phones; 3) Multitasking is common, with many using their phones while watching TV; 4) Video consumption is increasing on mobile apps; 5) Time spent on social apps is growing far more than on mobile web; 6) Instagram has become a major platform for sharing photos; 7) Mobile gaming is very popular, accounting for a high percentage of app usage; 8) NFC will facilitate many
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- 1. 10 TRENDS ON MOBILE ................................................................................................................................................ DECEMBER 2012 JOY AYLES – JUNIOR PLANNER
- 2. WHY ARE WE LOOKING ................................................................................................................................................ AT MOBILE?
- 3. .................................................................................................................................................................................................. • 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/
- 6. LOCAL SEARCH ................................................................................................................................................ 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. 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
- 7. Google have recently updated their Apple Ipad version to enhance the experience of local search. ................................................................................................................................................ http://thenextweb.com/google/2012/12/04/google-updates-its-ipad-app-to-better-allow-for-local-discovery/
- 8. ................................................................................................................................................ VOICE SEARCH
- 9. SEARCH VOICE ................................................................................................................................................ 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. 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/
- 11. 2. M-COMMERCE 95% Researched a product or service on their ................................................................................................................................................ smartphone. 66% Have made a purchase from a tablet and 44% from a smartphone.
- 12. M-COMMERCE TOP CHOICES FOR MOBILE TRANSACTIONS ................................................................................................................................................ 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%) http://www.techradar.com/news/world-of-tech/roundup/mobile-commerce-on-the-rise-in-europe-1090990
- 13. WE NEED TO ENSURE ALL OUR SITES ARE MOBILE OPTIMISED ................................................................................................................................................
- 14. SO HERE’S SOME BEST PRACTICE TIPS ................................................................................................................................................ MAKE THE CALL TO ACTION – COLOURFUL AND LARGE
- 15. M-COMMERCE ................................................................................................................................................ MAKE THE CALL TO ACTION CLEAR SIMPLE COPY – COLOURFUL AND LARGE
- 16. ................................................................................................................................................ MAKE THE CALL TO ACTION CLEAR, SIMPLE COPY CREATE A SENSE OF – COLOURFUL AND LARGE URGANCY
- 17. M-COMMERCE ................................................................................................................................................ CLICK TO CONTACT
- 18. M-COMMERCE ................................................................................................................................................ CLICK TO CONTACT DIFFERENT DEVICES
- 20. MULTITASKING 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
- 21. MULTITASKING 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.
- 22. MULTITASKING ADDITIONAL CONTENT ................................................................................................................................................ 60 % of multitaskers are accessing additional content – 44% is unrelated to what’s on TV versus only 38% related to TV.
- 23. MULTITASKING DISTRACTION ................................................................................................................................................ 94 %of multitaskers engage in some kind of mobile communication, in order of… • SMS • Talking • Email • Social networking • IM http://razorfishoutlook.razorfish.com/articles/forgetmobile.aspx#01
- 25. VIDEO 4. VIDEO ................................................................................................................................................ 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%
- 26. VIDEO WHY ARE PEOPLE NOT WATCHING VIDEO? ................................................................................................................................................ http://www.skyfire.com/en/news/blog/143-what-keeps-people-from-watching-mobile-video
- 27. VIDEO ................................................................................................................................................ BUT WITH COMPANIES LIKE EE – FEARS ABOUT DATA PLANS WILL BE A THING OF THE PAST
- 28. 5. APPS AND ECOSYSTEMS ................................................................................................................................................
- 29. Consumers increased their social app time by 76%, spending more than 7 times on apps than on the mobile web – Nielsen ................................................................................................................................................
- 31. IPHONOGRAPHY ................................................................................................................................................ Instagram has 100 million users worldwide and hosted 4 billion photos. http://techcrunch.com/2013/01/17/instagram-reports-90m-monthly-active-users-40m-photos-per-day-and-8500-likes-per-second/
- 32. IPHONOGRAPHY IT HAS CREATED HOBBIES, COMMUNITIES AND JOB ROLES ................................................................................................................................................ http://www.wearejuxt.com/category/juxters/
- 33. IPHONOGRAPHY FILTERS ................................................................................................................................................ 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.” http://www.guardian.co.uk/artanddesign/2012/nov/16/mobile-photography-richard-gray
- 35. ................................................................................................................................................ 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)
- 36. IPHONOGRAPHY T-mobile utilised in game advertising when they launched a car in the Need for Speed game. ................................................................................................................................................
- 37. IPHONOGRAPHY ................................................................................................................................................ Barclaycard have created branded games such as Barclaycard Toys Unleashed and Waterslide Extreme.
- 39. NFC ................................................................................................................................................ 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)
- 40. NFC 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/)
- 42. ................................................................................................................................................ 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
- 44. 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. ................................................................................................................................................
- 45. Just because... ................................................................................................................................................ http://blog.nielsen.com/nielsenwire/social/2012/
- 46. 10 TRENDS ON MOBILE SEARCH MULTITASKING MCOMMERCE ................................................................................................................................................ VIDEO APPS AND ECOSYSTEMS NFC GAMING IPHONOGRAPHY GEOLOCATION SOCIAL NETWORKING
- 47. 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.
Hinweis der Redaktion
- (Source: Harris Interactive, June 2012).
- http://thenextweb.com/google/2012/12/04/google-updates-its-ipad-app-to-better-allow-for-local-discovery/
- http://www.techradar.com/news/world-of-tech/roundup/mobile-commerce-on-the-rise-in-europe-1090990