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Razorfish Global Tech Summit 2015 - David Iudica, Yahoo

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Planning for the
Smartphone
Dominance Era
David Ludica
Director of Strategic Insights & Research, Yahoo
SMARTPHONE
DOMINANCE
T H E S H I F T T O
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Razorfish Global Tech Summit 2015 - David Iudica, Yahoo

  1. 1. Planning for the Smartphone Dominance Era David Ludica Director of Strategic Insights & Research, Yahoo
  2. 2. SMARTPHONE DOMINANCE T H E S H I F T T O
  3. 3. SMARTPHONE DOMINANCE T H E S H I F T T O
  4. 4. 4 W H A T ’ S C O V E R E D Rapid Adoption: What are the drivers impacting the pace of smartphone ownership? Factors expediting the shift: How should advertisers and publishers be building for a mobile first world? Thinking Beyond Ownership: Now the majority of consumers own a smartphone, but so what? To understand mobile migration patterns and which factors will accelerate the shift to a mobile-first for consumers and advertisers Background
  5. 5. US: 2,768 UK: 1,010 GR: 1,016 FR: 1,011 Methodology: Quantitative + Analytics WHO  5,805 18-64 year old smartphone owners  Data population and ownership WHEN January 2015 WHAT 30-minute online survey FLURRY ANALYTICS Aggregated All Global Data from January 2015 • 600K apps • 250M phones • 1/3 of all app opens 5
  6. 6. 6 RAPID ADOPTION PATTERNS H O W S M A R T P H O N E S A R E D I F F E R E N T
  7. 7. A D O P T I O N C U R V E F O R M O D E R N C O N V E N I E N C E S 100 50 1900 1915 1930 1945 1960 1975 1990 2005 The adoption curve for modern conveniences has shortened considerably Adoption curve since 1900 Source: Visual Economics TELEPHONE ELECTRICITY AUTO RADIO STOVE CLOTHES DRYER MICROWAVE DISHWASHER COLOR TV CELL PHONE INTERNET VCR FRIDGE CLOTHES WASHER AIR CONDITIONING COMPUTER 7
  8. 8. The speed of smartphone adoption can be attributed to the multiple products it has replaced 8 Source: eMarketer Report / Press Play: Infographic by Nicolas Rapp / Soure: Appliance, Sept Issue, multiple years REPLACEMENT CYCLES FOR ELECTRONICS PRODUCTS PRODUCT AVG. LIFE (YEARS) Cordless telephone 8 Color TV 8 CD Player 6 Telephone answering machine 6 VCR 5 Camcorder 5 Fax 4 PC 2 Mobile Phones 1 REPLACEMENT TIME
  9. 9. Beyond Ownership W H O I S D R I V I N G S M A R T P H O N E D O M I N A N C E ?
  10. 10. What does a Smartphone Dominant consumer look like? 10 MOBILE FIRST. 67% state that their smartphone replaces their PC, & is the main way they access the internet MOBILE LEAD. 75% of their digital time is a mobile device; +50% vs. an average smartphone owner MOBILE IMMERSED. +50% more activities done on a mobile devices vs. an average smartphone owner Users who spend most of their time on their smartphones, and are using them to replace their PC
  11. 11. Currently, 1/5 of users are Smartphone Dominant 11 SMARTPHONE DOMINANT 18% TODAY
  12. 12. Early Smartphone Dominants tend to be female Millennials and parents… Proportion of subgroups that are Smartphone Dominant 12 FEMALES W/ CHILDREN 18-34 37% FEMALES 18-34 29% MALES 18-34 21%FEMALES 35-64 16% MALES 35-64 11% 18-3435-64Age Groups │ SMARTPHONE DOMINANT 50%0% In the US only, Hispanics 38%
  13. 13. 57% WITHIN 5 YEARS 13 SMARTPHONE DOMINANT 18% TODAY 47% WITHIN 2-3 YEARS67% IN TOTAL 33% NOT LIKELY TO BE
  14. 14. 14 Developing for larger screens Creating experience for cross-screen, not mobile only Adapting to trends in the app revolution Factors that will expedite the shift to a Smartphone Dominant world
  15. 15. Developing for larger screens Creating experience for cross-screen, not mobile only Adapting to trends in the app revolution Factors that will expedite the shift to a mobile lead world
  16. 16. 78% It's more efficient to do things on my computer than on my smartphone More efficient, better user experiences will accelerate the shift to Smartphone Dominance Factors that are holding back consumers from being Smartphone Dominant Among Future Smartphone Dominant Users 16 User Experience (easier to type, read, easier to browse/compare) 67% Data & Internet Improvements 54% Better Apps 44%
  17. 17. FULL-SIZE TABLETS 9.74 MIN As screen sizes grow, engagement will increase 17 SMALL TABLETS 6.88 MIN MEDIUM PHONES 4.18 MIN SMALL PHONES 3.8 MIN Average time spent per session | Minutes Source: Flurry by Yahoo Analytics, mapped devices only, Jan 2015 The Industry responded with more Phablet choices
  18. 18. % Growth in usage (Jan 2014-2015) 18 Source: Flurry by Yahoo Analytics, mapped devices only, Jan 2014-2015 -16% 38% 14% -20% 148% FULL-SIZED TABLETSSMALL TABLETSPHABLETSMEDIUM PHONESSMALL PHONES AVERAGE 78% Phablets are the fastest growing device
  19. 19. In A World Of Larger Devices, Content Is King Sponsored Video PostsSponsored Posts on Yahoo Native video for deeper storytelling that autoplays & loops to capture & keep user attention; sold on a CPV Syndication of Sponsored Posts to Yahoo’s in-stream and in- magazine placements for added reach Sponsored Day 24-hour high impact dashboard callout & sponsored explore page for time-sensitive promotions; sold on CPM Sponsored Posts Beautiful native content served to users’ dashboards, with an emphasis on reblogs & likes; sold on a CPM * Tumblr’s average lifts in key branding metrics beat Millward Brown Digital averages by 5x
  20. 20. Developing for larger screens Creating experiences for cross-screen, not mobile only Adapting to trends in the app revolution Factors that will expedite the shift to a mobile lead world
  21. 21. Smartphone Dominant users want digital experiences to go across devices % Smartphone users agree 21 D4_12. How much do you agree or disagree with the following statements about devices? / Smartphone Dominant In Future (n=2913) “I'm using multiple devices at the same time more often than I did in the past”51% TOTAL 66% CURRENT SD 56% FUTURE SD
  22. 22. Communication, content & search related activities currently span across devices most Sequential Experience Activities For Any Device – Mobile, Tablet & PC Among those who had a sequential activity 22 PHOTOS 29% ONLINE VIDEO 35% SOCIAL NETWORK 44% EMAIL 59% SEARCH 42% CONTENT 48% PHOTOS 29% ONLINE VIDEO 35% SOCIAL NETWORK 44% EMAIL 59% SEARCH 42% CONTENT 48% OTHER MENTIONS Banking 29% Shopping 29% Playing games 28% Streaming music/radio 26% Using an IM or a texting app 26% Work/school 20% Finding directions/using GPS 20%
  23. 23. % Smartphone Dominant Users Agree 23 D4_12. How much do you agree or disagree with the following statements about devices? / Smartphone Dominant In Future (n=2913) “I wish the tasks that I started on one device could transfer more easily to another device” 43% TOTAL 57% CURRENT SD 51% FUTURE SD Despite high crossover, sequential experiences are not smooth, especially among the Smartphone Dominant
  24. 24. Responsive Design
  25. 25. Developing for larger screens Recognizing that it’s cross screen, not mobile only Adapting to trends in the app revolution Factors that will expedite the shift to a mobile lead world
  26. 26. 3 HOURS AND 40 MINUTES A DAY On Mobile Devices in the US 26 Source: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare. Note: US, June 2015 158 162 220 20% 14% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 50 100 150 200 250 -50% +35% TIMEIN BROWSER DECREASED BY HALF Q1 2013 Q2 2014 Q2 2015 BrowserMobileTIME SPENT (MINUTES) |
  27. 27. Saw an ad about it 39% I need it for a specific task 53% Task-based apps and replacing an existing app are top reasons users download new apps 27 Replace an existing app 49% Read about in an article 39% Friend told me about it 41% How did you hear about these apps | Among Actively Downloading Motivations to download apps | Among Total
  28. 28. NATIVE MOBILE ADS ON PREMIUM EARN 3X MORE ATTENTION Low HighMedium HEAT MAP #yodel │ 28*Time looking at ad: as proportion of the avg. article PREMIUM APP NON-PREMIUM APP
  29. 29. 29 FINDINGS WE ARE JUST AT THE BEGINNING. In the next 5 years, 71% of Future Smartphone Dominant users will migrate and make mobile first This group will expand throughout the next 5 years to include all demographics, not just the early adaptors: Millennials, parents with young kids or Hispanics DEVELOPING EXPERIENCES FOR LARGER SCREENS. Bigger screens sizes drive mobile engagement. They also offer opportunity for more viewable & engaging experiences to develop around IMPROVING CROSS DEVICE EXPERIENCES. Communications, content, and search the biggest opportunities as 2/5 of all smartphone owners already attempt to port experiences across multiple devices ADAPTING TO TRENDS IN THE APP REVOLUTION. Apps are where digital time is spent & app replacement is what is driving app downloads. Developers of experiences need to think about iteration, innovation and marketing to drive trial
  30. 30. 30 IMPLICATIONS MORE SPACE. When building a mobile strategy, companies should account for the rapid adoption of larger phablet devices. More space = more ways to connect with your user. Native ad formats account for this size naturally and beautifully INTEGRATED MOBILE BUDGETS. Mobile ad budgets should not be thought in isolation. With 2 in 5 consumers crossing devices daily, siloed mobile budget should evolve to larger cross-device buys. Native advertising, specifically, which runs on responsive design, is a must-buy that creates that efficiency and ease for marketers CONSTANT ITERATION & INNOVATION. In order to be a major player in the app game, the messaging to drive your app trial must evolve as consumers are constantly replacing apps. Message what’s innovative & better, not what’s necessarily new GET THE WORD OUT. In order to drive app downloads and app adoption, developers & companies need to have a multi-pronged marketing strategy that includes: that uses paid advertising, creates opportunities through content marketing through articles, and ultimately drives WOM
  31. 31. IS JUST BEGINNING T H E S H I F T

Hinweis der Redaktion

  • SCRIPT:

    Exactly two years ago… I stood up on this same stage with the famous Henry Blodget and talked about excitement around mobile ownership. I highlighted the fact that it was the second screen that would be filling gaps of media time and beginning to take to share space with other devices.

    Well, this device has certainly flipped the script on us. Mobile…is no longer the side dish but the the main dish.

    We are on the verge of something new, something inspiring… something that whole organizations and ALL companies will have to reorganize around.

  • SCRIPT:

    We are excited to be releasing a study that talks about what’s next when it comes to mobile migration. In this work, we plan to cover three simple things:

    What drove the fast adoption of mobile in the first place
    Now that we are near saturation, in terms of ownership, what now?
    What factors are will drive what we term SMARTPHONE dominance
  • SCRIPT:

    We took a comprehensive approach when thinking about this research.

    We used qualitative data, quantitative survey data with nearly 6,000 smartphone owners (in the US, UK, FR, GE), and the entirety of the Flurry Analytics data during the month of January 2015. Just to give you an idea of the size of this panel, it’s nearly 250M phones tracked world wide. Flurry literally tracks 1 out of every 3 app opens. This is the most comprehensive data set we’ve ever used in Yahoo over the past decade to garner insights.
  • SCRIPT:

    Before we dive into smartphone dominance…imagine…if you will…living at the turn of the last century.
    It’s the early 1900…. less than 10% of society had electricity, a stove, or even a phone.
  • SCRIPT:

    Today, at least 90% of the country has a stove, electricity, car, fridge, clothes washer, air-conditioning, color TV, microwave, and cell phone. When you look at the adoption curves of any of these items, the process of product diffusion takes anywhere between 30-50 years. As you get closer to the end of the curve you see that starting form the PC, to the internet… the rates of adoption are no longer linear but almost exponential. Those cycles, like the Internet, have leap frogged and are now compressed.

    And if anyone has any doubt of just how important digital has become, Hotpoint did a recent study with thousands of respondents and found that ,Broad band, Internet, Email, and our phones all came in the top 20 of things we can’t do without. In fact, we need internet more than someone to say “they love you” every now and then…apparently. (More than our dishwashers, fridges, and even glasses)
    _________________________________________________________________________

    Source: Visual Economics
    -- In 1900, <10% of families owned a stove, or had access to electricity or phones
    -- In 1915, <10% of families owned a car
    -- In 1930, <10% of families owned a refrigerator or clothes washer
    -- In 1945, <10% of families owned a clothes dryer or air-conditioning
    -- In 1960, <10% of families owned a dishwasher or color TV
    -- In 1975, <10% of families owned a microwave
    -- In 1990, <10% of families had a cell phone or access to the Internet













  • SCRIPT:

    The reason we’ve seen the shifts is really driven a combination of:

    The meaning of the device
    The platform
    …and the distribution

    When we put this in context:

    Meaning: It’s ever evolving, always relevant and definitely personal. In fact, Apigee recently wrote that some of us are so connected to our phone, there is now a clinical definition for addiction called nomophobia around our smart phones
    Platform: Has created endless opportunities for marketers to create experiences that simply rival our music players, camera’s, our TVs, and our PCs and have the ability to create new economies like Uber, or Instacart that completely disrupt old institutions. Uber is a makes more money in SF alone than the entire taxi industry.
    Distribution: Carriers and phone makers are enabling faster consumers for replacement cycles that keep us up to date with the latest and greatest hardware technology, while app developers evolve and build apps to fit those devices

    Take a look at this Radio Shack ad from a newspaper from 1991. Every single item, totaling $3,300 (in 2015 is about $5,700 in 2015 with the cost of inflation) now reside in our subsidized phone. What’s amounted is exactly that exponential growth for mobile that Press Play so elegantly visualizes for us in comparison to past electronics products like the MP3 or CD player. We are literally replacing our smartphones 800X faster than typical devices.

    _________________________________________________________________________

    Source:
    http://quod.lib.umich.edu/n/nmw/8859947.0001.001/1:3/--when-media-are-new-understanding-the-dynamics-of-new-media?g=dculture;rgn=div1;view=fulltext;xc=1
    http://fortune.com/2013/03/29/the-one-chart-that-shows-the-dominance-of-the-smartphone/
    http://www.phonearena.com/news/Camera-vs.-Smartphone-Infographic-shares-the-impact-our-smartphones-have-had-on-regular-cameras_id53524


  • SCRIPT:

    That fact is, mobile has become such a part of us, we’ve moved well beyond ownership; the Journal of Current Biology and researchers from the institute of Neuroinformatics in Zurich, spoke to the fact that repeated usage actually has an opportunity to “resculpt our minds.”

    And, while some might talk about mobile addiction, it really might just be a matter it’s actually measure of utility and use. We are entering a new phase…

  • SCRIPT:

    … a phase of Smart Phone Dominance. Where, consumers are telling us: this device is the starting point. It’s finally becoming the digital screen of choice.

    These smartphone dominant users are
    Mobile First: Those smartphone dominant say mobile has replaced what they do on the PC
    Mobile Lead: Almost ¾ of time spent on digital experiences is on their phone
    Mobile Immersed: They do 50% more activities on their phone and has led to a more extended digital life

  • SCRIPT:

    Similar to other product diffusion cycle…currently, this group may seem small. Only 20% are stating that they are smartphone dominant, and what’s important is that they give us a glimpse into the future. We’ve FOUND patterns that will ultimately give us all a glimpse of what business will look like for many of us in the next 5-years.

    _________________________________________________________________________

    Base: Those Who Aren’t Smartphone Dominant Yet (n=4762)
    D8. We're interested in understanding where you fall on what we are calling the “internet access spectrum”. Which of the following points on the spectrum best represents where you currently are?
    D12. When, if ever, do you think you'll use your smartphone more than your computer to access the Internet?

    US: 21%
    UK: 18%
    France: 12%
    Germany: 13%


  • SCRIPT:

    When we break it down by actual demo segments, we are finding that it’s mainly women, parents… and surprisingly Hispanics that are driving what we consider to be smartphone dominant users.

    According Baby Center and IAB’s recent study, “2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms,” millennial moms’ ownership of Smartphones in the U.S. outpaces ownership of laptop and desktop computers for the first time, and they are spending 35% more time online via their Smartphones than online via laptop or desktop computers.

    The open question for us advertisers would be: If we are trying to target millennial women, parents or hispanics… should our campaigns start with mobile first before any other medium or platform?
    _________________________________________________________________________

    Base: Total (n=5805), Females 18-34 with Children (n=443), Females 18-34 (n=1195), Males18-34 (n=1119), Females 35-64 (n=1718), Males 35-64 (1773), Hispanics (n=1008)
    D8. We're interested in understanding where you fall on what we are calling the “internet access spectrum”. Which of the following points on the spectrum best represents where you currently are?
  • SCRIPT:

    Similar to other product diffusion cycle…currently, this group may seem small. Only 20% are stating that they are smartphone dominant, but as you see this build… over the course of the next 5 years, we will see a sea change.

    The vast majority will be smartphone dominant.
    _________________________________________________________________________

    Base: Those Who Aren’t Smartphone Dominant Yet (n=4762)
    D8. We're interested in understanding where you fall on what we are calling the “internet access spectrum”. Which of the following points on the spectrum best represents where you currently are?
    D12. When, if ever, do you think you'll use your smartphone more than your computer to access the Internet?

    US: 21%
    UK: 18%
    France: 12%
    Germany: 13%


  • SCRIPT:

    So far, we’ve talked about the ramp from ownership to dominance, we ultimately believe that three factors specifically will drive the change.

    The increase in the screens we use
    The fact that it’s about being mobile FIRST but not mobile ONLY: It’s about cross-screen experiences
    And, taking a look at where the app market place is headed

    Marketers need to be considering these factors when planning for the future.
    _________________________________________________________________________
  • SCRIPT:

    Let’s start with screen sizes
  • SCRIPT:

    After we identified smartphone dominant users, we wanted to understand what was naturally holding back other consumers. A large number of consumers still believe their PCs are delivering a more efficient experience. The three things that are holding them back are:

    Better Aps: Which we will discuss in a few sections
    Data & Internet improvements – which are controlled by the carriers. But we know change is coming… for example Verizon has confirmed that it is currently testing carrier aggregation, an LTE-Advanced feature that bonds different spectrum bands together to create wider channels, which can bring more network capacity and faster speeds. Verizon says that it plans to launch carrier aggregation on its 700MHz and PCS  airwaves in 2015. We all know AT&T and T-Mobile won’t be too far behind.
    Last, but most important, UX of the device itself. We need to design better to win

    _________________________________________________________________________

    D4. How much do you agree or disagree with the following statements about devices?
    Will be Smartphone Dominant in the Future: 78% (n=2913)
    Total: 74% (n=5805)
    PC Dominant Users: 85% (n=3649)

    D11. What, if anything, could get you to use your smartphone more than your computer for online activities?
    Base: Smartphone Dominant in the future (n=2062)
    NETS IN RESPONSES
    IMPROVED APPS (NET)
    If all the main websites I use on my computer had an app
    If apps contained all the information and functionality websites had
    If apps were as easy to use as a computer website
    HARDWARE IMPROVEMENTS (NET)
    If it were easier to type on my smartphone
    If it were easier to read things on my smartphone screen
    If it were easier to browse and compare items using my smartphone screen
    INFRASTRUCTURE IMPROVEMENTS (NET)
    If I had an unlimited data/more data included in my plan
    If my smartphone connection to the internet were more reliable
    If my smartphone connection to the internet were faster




  • SCRIPT:

    But that’s all about to change.

    With the Flurry data we looked at would suggest the same trend. We started to notice something in the 250M devices we tracked in the Flurry data. Screen sizes correlate very nicely to screen size. Device makers are certainly understanding this and have responded to the many choices of phablets released in 2015.


    _________________________________________________________________________


  • SCRIPT:

    Even more compelling, if we look at overall usage stats, while many phones saw increase in usage, it’s phablets that saw the greatest growth, nearly 4X the rate of medium sized phones. If the data susses out, user engagement on these devices, sessions, and reliance will also continue to grow.

    The fact is, consumers are ahead of the industry and are making a statement around their engagement with the device itself. To give context to just how much we use our devices, we continued to see a 9.3% growth in mobile usage this year and it is now at parity with TV watching, ~3 hours. Will this trend in phablets be the inflection point for more time spent on mobile digital versus television?

    In fact, according to JP Morgan (Jan 2015): the average phone screen size grew from 4.6 inches to 5.1 inches in 2014. The report came to the conclusion that the phablet category may just replace the smartphone category at some point.

    What remains more important, in an age where most marketers are buying fixed static mobile ad units, Native becomes even more important as it responsively reacts to these larger screens to adjust for screen size and overall engagement. From an advertising perspective, the larger screens will also give more real estate for advertisers to move to video, adaptive creative to tune and optimize connections to consumers.

    _________________________________________________________________________

  • Tumblr’s ad products offer one of the best opportunities for branding out there. We can deliver engagement at scale with that content via our native ad units. Engagement that changes attitudes and perceptions and ultimately leads to action.

    Our primary ad unit is the Sponsored Post, which supports any media format (GIFs, Video, Still Images, etc.) and can be targeted by Gender, Geo, Interest or Device (with more targeting options coming soon!). We provide full reporting on earned impact generated by reblogs, likes and organic discovery.

    Sponsored Posts can be syndicated to Yahoo’s in-stream and in-magazine placements for maximum reach.

    Our Sponsored Video Posts run in Tumblr’s native player. This unit auto-plays and loops and is sold on a cost per view.

    Finally, our newest unit, Sponsored Day, is designed for brands looking for a high impact takeover to support time-sensitive messaging or a seasonal theme. The unit combines a callout at the top of users’ dashboards with a custom-curated tab on Tumblr’s explore page.

    Our native ads deliver lift in key branding metrics. In fact, our average lifts in key branding metrics outperform Millward Brown Digital averages (across all their online campaigns) by significant margins: 5x in Brand Favorability, 5x in message association, and 2.6x in brand awareness.

    And finally, we have custom measurement solutions to measure the unique ways people interact with content on Tumblr, and tell you what that means for your brand. Through our in-house analytics and preferred data partnerships, we give you all the tools you need to garner insights and measure your success on Tumblr.
  • SCRIPT:

    As we move into the next factor, Yahoo has explicitly said we are a mobile lead company since Marissa’s arrival. But there is a keen understanding that we are mobile FIRST not mobile ONLY. That’s a keen distinction.


    _________________________________________________________________________
  • SCRIPT:

    In fact, these same smart phone dominant users are telling us that they are using multiple devices much more in the past. About 29% more than the average smartphone user.

    The extension of our digital lives is an incredibly important point as more time is spent on these devices. And as we think about multi-device usage, it’s not just the TIME we spend but also the attention we give these devices. As a Yume comissioned Nielsen study pointed out earlier in the year, on average, television holds a consumer’s attention only 39% of the time -- a rate that pales in comparison to the attention rates that laptops (70%), tablets (76%) and smartphones (77%) command.


    EXTRA: 
    When multitasking, consumers become even more focused on the “second screen.” In multi-tasking situations -- defined as situations in which consumers had at least two screens on at the same time -- ads on television were only paid attention to 30% of the time, compared to 71% on laptops, 93% on tablets and 100% on smartphones.

    _________________________________________________________________________


    D4_12. How much do you agree or disagree with the following statements about devices?
    Total n=5,805; CSD n=1,043; FSD n=2,913
  • SCRIPT:

    And of the experiences that see the greatest need to be fluid across devices, it goes back to:

    COMMUNICATIONS
    CONTENT
    SEARCH

    Obviously daily habits that Yahoo is committed to building and being the best at some of these experiences.



    OTHER FILLER:
    Understand the audience your marketing is reaching by more than just demographics. “For ads in which the visual attributes are more important (think retail, consumables or auto), advertising targeted to tablets can be very effective in boosting awareness and brand favorability, because the overall quality and display of the product being advertised is bigger and clearer. That same ad on a smartphone will have to be cut down and resized, and its impact will be different.” These findings can be used to sequence ads to achieve the brand’s objective — for example, start on a tablet to build awareness, then follow up with laptop ads to allow a consumer to compare features, then close with mobile ads to drive in-store behavior.
    Bringing back that Millward Brown example, it’s important to keep in context of how experiences port between devices as well as how in-market category shoppers shop: Consider how screen preference influences the consumer journey. “For example, millennials’ use of smartphones and PCs for consumer packaged goods purchases is almost identical (39% of millennials have used laptops or PCs for CPG purchase and research, and 37% have used smartphones). However, for a higher-investment product, like consumer electronics, 36% have used their laptops v. 27% who have used smartphones.” Thinking about the consumer journey for your categories and understanding user flow of specific digital experiences across devices will lead to the strongest return of effectiveness.
    Optimize messaging across screens based on audience and generational screen preferences. For example, “a hyper-local ad that requires a lower level of attention and research, such as an ad for clothes or apparel, may be better served on a smartphone where younger audiences like millennials are almost as likely to shop for clothes and apparel on a smartphone (35%) as on a laptop (37%).” On the other hand, boomers are more like to do research for financial services on a laptop than a mobile phone.

    _________________________________________________________________________


    D3. The last day you used each device, did you transfer or continue activities across devices in any of the following ways?
    Total n=5,805



  • SCRIPT:

    However, what we are hearing from consumers right now, is that much optimization and development are needed. The transfer is still not seamless, and those feelings are significantly more exaggerated for those that are smartphone dominant.
    _________________________________________________________________________


    A/B/C Stat Testing at 90% Significance Level
    Base: Total n=5,805; CSD n=1,043; FSD n=2,913
    D4. How much do you agree or disagree with the following statements about devices?
  • SCRIPT:

    The last factor is adapting to the trends in the app revolution. Understanding the trends in the app world will be increasingly important.
  • SCRIPT:
    However, what has changed from three years ago are the reasons why they are downloading apps as well as how they found out about them.

    While apps will always be downloaded for a specific task, like needing the Starbucks app to start paying for my coffee or Uber, this next wave is also about “replacement.” Just as the phone has optimized our lives in the most personal way possible, consumers are open and on the look out for apps that can leap frog their current experiences on their phones regardless of what they are.

    Now, in years past, our data and my own personal experience of app discovery came by way of a friend telling me I had to download it. But as the app marketplace continues to get saturated, apps will need a three part strategy to breakthrough the clutter:

    It’s equal parts content marketing, WOM, and a cohesive advertising strategy.

    App developers will need to be smart advertisers and behave like smart marketers leveraging everything we all use everyday. From the latest programmatic native solutions to traditional platforms that deliver scale. Think of it, of the 49 televised ads during this past Super Bowl, 3 mobile game apps spent approximately $16M to tell you to play their games on your phone. What’s so remarkable are the reverberations of those ad, the Clash of Clans ad that launched during the Super Bowl have garnered an additional 36M views on You Tube just 4 days following the Super Bowl launch.
    _________________________________________________________________________

    APP6_06. How much do you agree or disagree with the following statements about apps and mobile websites?
    (Total = 5,805)
    App4a/App4b. You said that you are still downloading new apps on a regular basis. What motivates you to continue downloading new apps?
  • Turning to mobile, we seem a lot of the same. A parallel view of the heat maps of both units help illustrate how well integrated the ad unit was and how much more fixation the native ad unit in a premium environment delivered versus the non-premium app’s banner ad unit.
  • SCRIPT:
    As we close, here are the basics:

    We are just at the beginning, smartphone dominance is starting, but within the next 5 years, the large majority will be smartphone dominant. The factors driving this change:

    Big Screens
    Being Mobile First, NOT mobile only
    Understanding the changes in creating, messaging, and distributing apps


  • SCRIPT:

    With the potential growth of phablets, there’s greater opportunity, real estate, and more experiences to connect with your user

    Today, many of advertisers have separate mobile budgets and agencies. With the growing desire for crossed screened experiences, how should we integrate cross device campaigns that run responsive and native by device

    There’s huge opportunity for app developers and those who constant tweak their apps for innovation. Messaging what’s better, not new, is what consumers need to hear

    Any advertiser wanting to drive apps will need to have a three pronged strategy that is equal parts WOM, Content Marketing, and Advertising

    I close with this quote I love from Dave Morgan, CEOL OF Simulmedia, media usage/ownership doesn’t equate to opportunity. It’s the nature of our engagement, the evolution, and the context of media consumption that will lead us to employ the smartest strategies.

    Understanding this latest shift in mobile of smartphone dominance will give us the context we need to do mobile right.
  • SCRIPT:

    ….Ladies and Gentleman, the shift is just beginning

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