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YOURCUSTOMERSARE
ADDICTED
TOMOBILE[DATA STUDY]
Consumer behavior has
completed a major shift.
Your customers have forgotten
about desktop computers…
Now, they are addicted to mobile.
Overview:
1. What are the trends in internet usage?
2. Marketers’ major mobile mistake
3. How to win mobile marketing
Internet Trends
#1
Mobile internet usage now surpasses time spent on
desktop/laptop computers.
Since 2008, individual internet usage has
doubled from 2.7 hrs/day to 5.6 hrs/day.
+207%increase in internet usage
2.2hours per day
In 2008, adults used desktops for:
80%of total digital
media usage
2.4hours per day
In 2015, adults use desktops for:
42%of total digital
media usage
DESKTOP
0.3hours per day
In 2008, adults used mobile for:
12%of total digital
media usage
2.8hours per day
In 2015, adults use mobile for:
51%of total digital
media usage
MOBILE
KPCB Internet Trends 2015
HoursperDay
0
1
2
3
4
5
6
2008 2009 2010 2011 2012 2013 2014 2015YTD
2.8
2.6
2.3
1.6
0.8
0.4
0.3
0.3
2.42.42.32.52.62.4
2.3
2.2
0.40.30.30.30.30.40.30.2
Other Connected Devices Desktop / Laptop Mobile
Time Spent per Adult User per Day with Digital Media,
USA, 2008 - 2015YTD
DATA
2.7
3.0
3.2
3.7
4.3
4.9
5.3
5.6
Consumer’s eyes are glued
to their phones.
Marketers’ major mistake
with mobile
#2
People are attached to mobile, but
marketers aren’t acting like it.
Millennials are dependent
on their phones.
of millennials say:87%
“My smartphone
never leaves my side,
day or night.”
KPCB Internet Trends 2015
KPCB Internet Trends 2015
Millennial Smartphone Behavior, USA, 2014
DATA
My smartphone never 

leaves my side, night

or day
When I wake up, the

first thing I do is 

reach for my 

smartphone
I spend more than 

two hours every day 

using my smartphone
In the next five years,

I believe everything

will be done on

mobile devices
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
87%
80%
78%
60%
But marketers are stuck in
the past, spending way too
much on print and not
enough on mobile.
%ofTotalMediaConsumptionTimeor
AdvertisingSpending
0%
10%
20%
30%
Print Mobile
8%
18%
24%
4%
Time Spent Ad Spend
KPCB Internet Trends 2015
% of time in media vs. % of advertising spending,
USA, 2014
DATA
$25B+
Opportunity
in USA
←
How to win mobile
marketing
#3
Learn to speak the new language of mobile; use
authentic photos to engage your audience.
To win mobile marketing, you
need to copy the behavior of
your customers.
92% of people use their
smartphone to take photos.
(that’s more than any other activity!)
Pew Research Center
Study of Smartphone users in 2014, Samsung
DATA
What do use your smartphone for?
Taking photos
Text messaging
Internet browsing
Sending photos
Emailing
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
76%
80%
84%
91%
92%
% of Total Respondants
87% of millennials use their
smartphone camera at least
once per week, usually
sharing to social media.
KPCB Internet Trends 2015
Millennial Smartphone Camera Usage, USA, 2014
DATA
How often do you use your smartphone camera?
At least once a day
Every other day
At Least once a week
Never
0% 11.25% 22.5% 33.75% 45%
2%
21%
22%
44%
% of Total Respondants
KPCB Internet Trends 2015
Millennial Smartphone Camera Usage, USA, 2014
DATA
For what things do you use your smartphone camera?
Pictures/videos to 

post on social media
0% 10% 20% 30% 40% 50% 60% 70% 80%
76%
To adapt your marketing to
reach these mobile addicts,
the most important thing is to…
Use authentic,
engaging photos.
Learn from how your
customers act on mobile.
(taking and sharing photos of real life with friends)
Avoid fake, staged stock
photos that miss the mark.
Perform better by using
authentic photos to make your
marketing feel natural in your
customer’s social feeds.
Authentic, Real-World
Stock Photography
USE BETTER PHOTOS
All photos sourced from Twenty20.
Follow us for more useful SlideShares
Authentic, Real-World
Stock Photography
USE BETTER PHOTOS

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Guide to Marketing on Mobile