SlideShare ist ein Scribd-Unternehmen logo
1 von 33
Downloaden Sie, um offline zu lesen
sMarT
ph ne
sMarT
marketing
Table of conTenTs
 2   overview
 4   smartphone living
18   smartphone Marketing
28   smartphone futures
32   conclusions
overvIew
In an increasingly mobile world, the smartphone has become a lifestyle-
changing device.

The smartphone is the first device to provide instant access to the internet and
online information resources wherever consumers go. Time-starved consumers
say that smartphones improve their quality of life by allowing them to multitask
on-the-move.

for marketers, this creates a new opportunity to maintain contact with consumers
throughout the day and influence purchase decisions in ways never before possible.

universal Mccann and aol partnered with Questus, a leading interactive marketing
and research firm, to conduct an extensive multi-phase research project examining
how smartphones are influencing american lifestyles and media consumption. This
research report analyzes the intersection between consumer media usage, lifestyle
and purchase preferences.
sMarTphone
LIVING
The sTudy: lIvIng • MarkeTIng • fuTures




                                             270MM
                                             US mobile subscribers


                                                          63MM web
                                                          access mobile



                                                                                 19MM web
                                                                                 access mobile
                                                                                  on weekly basis




5
    Whom did We speak With?
    approximately 1800 participants were selected for this study based upon their frequent use of
    smartphone devices, with nearly all participants indicating they access the mobile web at least
    several times per week. the study also included a sample of “lead users,” who were asked to keep
    daily usage diaries.
1 of every 7
MInuTes of MedIa
consuMpTIon                                                            14%
Today Is Through a

MobIle
devIce


                                                                     ‘ MobileIt’s a social
                                                                               is not
                                                                       hype.
                                                                       transformation.
                                                                                        ,




12                                                                                                      6
it’s more than mobile
the smartphone is considered a great convenience for many americans, enabling them to
access internet content, applications and services anywhere and anytime and to have a constant
link with their social circles. it’s more than a medium of transmission; it’s the preeminent tool for
both social communication and daily life management.
of sMarTphone users
                                                         reporT saTIsfacTIon
                                                         usIng The InTerneT
                                                         on TheIr MobIle
                                                         devIces




7
    the smartphone is the biggest technology shift since broadband, representing a truly
    lifestyle-changing innovation. Consumers enjoy their smartphones and how they improve
    their quality of life.
mobile is perCeived as
cuTTIng-edge MedIa
& assoCiated With being
acTIve, TIMely
& currenT

                                 Cutting Edge                                                        Boring
                                   Innovative


                                                                                                   Newspaper
                                                 Mobile                                              Old- fashioned
                                     Cool           Active

                                                     Timely        Trustworthy         Credible
                                Computer Browser
                                                      Current            Important
                                                      Vital                        Informative
                                                  Fun              Relevant              Radio
                               Exciting for me      Powerful
                                                                         Influential
                                                                                                  Magazine    Passive
                                                              TV
                                                  Entertaining

                                                                                  Relaxing




                                                                                                                        8
hoW they feel
When study respondents were asked to associate certain attributes with various channels, mobile was
highly distinctive with a virtual monopoly of leading edge media concepts.
Users are constantly
    CheCking in With
    MobIle MedIa.
    When Will they interaCt
    wITh your brand?



              95%
              Other downtime
                                    82%            81%
                                    At work        While shopping        80%
                                                                         At home

                                                                                      65% to work
                                                                                      Commuting




9
    Constant ContaCt
    smartphones have enabled americans to consume media throughout their daily routines, with 82% using
    mobile devices at work and 81% using mobile devices while shopping. the mobile web has also become a
    ritual with commuters, who use the mobile web as part of their workday commute.
    this creates an unprecedented opportunity for marketers to transition with consumers as they move from
    activity to activity throughout the day.
BrIeF HIts oF                                                                                           3%
connecTIon                                                                                             7
& UtIlIty are cUrrently                                                                       o  ns
tHe Most PoPUlar ForMs oF                                                           e     cti
                                                                                 Dir
consuMpTIon                                                      Ma
                                                                        ps
                                                                               &
                                                                                            5%
                                                                                           5
                                                                                     i ng
                                                                                 ork
                                                                      Ne
                                                                         tw
                                                                                                        55%
                                                            c   ial
                                                         So                                            s
                                                                                                w
                                                                                            vie
                                                                                  /      Re

                                                                      Lis
                                                                          ti n gs
                                                                                                       44%
                                                            ovie
                                                         /M
                                                 rants                                   I      nfo
                                          s  tau                                   w  s&
                                        Re                                 Ne
                                                                ati
                                                                    on
                                                                        al
                                                                                                       34%
                                                           N

                                                                                            I nfo
                                                                                         ss
                                                                         Bu
                                                                            s     ine
                                                                                                             33%
                                                                                                           o
                                                                                                   l   Inf
                                                                                                ve
                                                                                         Tra                   % use mobile to access
                                                                                                               corresponding media




                                                                                                                                        10
smartphones serve as a consumer’s devices to share experiences another, as well as a
Consumers rely on their mobile compass to get from one place towith their friends, guide
to restaurants, shopping purchases, news and entertainment. at the same time, they provide an
family and colleagues.
important social outlet.
over three out of every four smartphone users are sharing photos, articles and videos across
their social networks.
MoBIle oFFers
     anoTher ouTleT                                                             85% taken on
                                                                                send photos
     to connect &                                                               their Smartphones


     share                                                                      (Average: 16/mo.)




                                                                                               71% and
                                                                                               send articles
                                                                                               videos to others
                                                                                               (Average: 13/mo.)




      74   %                                     50%
                                                 prefer sending text
      use mobile social
                                                 messages to calling
      networking sites
      and apps




11
     Consumers rely heavily on their mobile devices to share experiences with their friends,
     family and colleagues.
     the majority of all surveyed smartphone users share photos, articles and videos with their
     social contacts using their mobile devices.
     smartphones also enable consumers to stay off the phone, with half of all users
     preferring text messages to telephone conversations.
sHarIng content
is key to the
aTTracTIon
                                              ...when the kids come
                                             home, my husband will
                      I shared content
                                           laugh at us because we’ll
                        with my friend
                                          be huddled together on the
                      over lunch, as we
                                          couch, each with his or her
                       were checking
                                          respective iPhone, sharing
                         the market.
                                          apps,YouTubes, music, etc.
                                             It bridges a social gap.



             I view drug information
                on my mobile in the
               morning and discuss
              it with my partner and
                clinical professor at
                   nursing school.




12                                                                      12
MobIle Is noT a sTandalone MedIa source.


                                      77   %                      55% follow brands
                                                                      across multiple
                                 use TV and                                media
                         mobile concurrently

                                                                                   42% have mobile to
                                                                                       from
                                                                                            been driven

                                                                                          other media
                           56%
                 have been driven
                     to mobile via
                      other media




     “MedIa MesHIng”
     Is a powerful                                                               37% media mesh with
                                                                                     complimentary
     coMPonent oF tHe                                                                    content
     experIence



13
     boundaryless media
     smartphones work powerfully with other media. for example, mobile drives consumers to other
     media, which also drive consumers back to mobile – generating a circuit of juxtaposed mediation.
     this effect is enhanced when users simultaneously consume multiple media in order to optimize
     productivity or enrich the content experience.
MedIa MesHIng
fills the time Waiting for
slow-loadIng conTenT
whIle fulfIllIng
InsaTIable user hunger               I can’t get
for conTenT                        enough sports
                               information. Yesterday, I
                              was looking at espn.com
                              on my phone, reading
                              the sports section and
                                watching pro football
                                    on TV at the
                                     same time.
                                                                     I will flip through
                                                                     a magazine while
                                                                       surfing on my
                                                                     phone, using it to
                                                                    pass the time while
                                                                      the pages load.


                               I have a slow
                             connection on the
                             phone, so I watch
                              TV while pages
                                 download.




12                                                                                                      14
                      Consumers rely on their mobile devices to share experiences with their friends,
                      family and colleagues.

                      over three out of every four smartphone users are sharing photos, articles and videos across
                      their social networks.
iPHone Users HaVe
     HeaVIer consUMPtIon

     habITs
     Mobile Social Networking

                                                                                Concurrent TV Usage
            55%
            iPhone                                                                   50%
                                             M-Commerce                              iPhone

                           37%                36%
                           Others             iPhone                                               34%
                                                                                                   Others

                                                         19%
                                                          Others




      % use once or more per day            % have made a                       % use once or more per day
                                            purchase via mobile




15
     Who’s using the mobile Web?
     mobile trends are led by two groups: younger users and iphone owners.
     high usage among iphone owners may be due to the fact that these consumers are often early
     adopters and that the iphone interface is among the most sophisticated in terms of offering a rich
     and rewarding user experience.
yoUnger deMo Has
                                                                     HeaVIer consUMPtIon

                                                                     habITs
              Mobile Social Networking                 M-Commerce            Concurrent TV Usage

      13-17
                                                67%                 26%                                  55%

      18-24
                                          58%                         30%                                46%
AGE




      25-34                         45%                            24%                               42%

      35-44                29%                                   21%                    28%

      45-64
                      14%                                      15%                    20%


      % use once or more per day                      % have made a         % use once or more per day
                                                      purchase via mobile




                                                                                                               16
 not surprisingly, users aged 13 to 24 – those raised on the web and mobile communications – are
 among those with the heaviest consumption habits, using their smartphones for social interaction
 and often in front of the television.
sMarTphone
MARKETING
Brands HaVe a coMPellIng
        oPPortUnIty to engage                                                         6%
                                                                        Listening to radio
        WItH Users In tHe
        MobIle arena
                                27%
                                Using mobile
                                web & apps

                                                                                         17%
                                                         13%                             Reading a magazine
                                                         Watching television




                         33%                                                            19%
              Using web on                                                              Reading the newspaper
                  computer




     % completely focused




19
        getting their attention
        While the broader media environment is typically full of noise and distraction, consumers report
        being surprisingly focused when using the mobile internet.
        this finding is significant to marketers seeking to compete with external distractions and engage
        consumers in a meaningful way.
It’s pretty amazing
               I feel grateful                     how focused I am
           when I’m using the                    when I use my iPhone.
           mobile web. Rather                    The screen is tiny but I
           than wasting time,                    can completely ignore
            I can take care of                    the world around me
                 my family.                        when I’m using my          The word I
                                                       favorite apps.       use to describe
                                                                            my state of mind
                                                                            when using the
                                                                             mobile web is
                                                                              CURIOUS.




Users are In a PrIMed
eMoTIonal sTaTe.
sIMPly UsIng tHeIr deVIce
creaTes feelIngs
oF aPPrecIatIon &
curIosITy.


                                                                                                     20
                       Consumers rely on their mobile devices to share experiences with their friends,
                       family and colleagues.

                       over three out of every four smartphone users are sharing photos, articles and videos across
                       their social networks.
More tHan a tHIrd (38%)
     oF consUMers HaVe
     taKen actIon FroM a
     MobIle ad
                                                                 Of those who have taken action...


          53%
          Click on the ad

                            35%
                            Opt-in for email
                            with more info/    34%                32%
                            coupons            Make purchases     Opt-in for text
                                               via computer or
                                               in-store
                                                                  message with more
                                                                  info/coupons        24%
                                                                                      Made purchases
                                                                                      via mobile




                                                                                                       7%
                                                                                                       Other




21
     ads and aCtion
     mobile offers brands the opportunity to reach consumers in new places and new ways, and mobile
     users report acceptance and even appreciation of mobile advertising. in fact, over one-third of
     smartphone consumers report having taken action from a mobile ad.
     smartphone users are clicking on advertisements (53%), requesting more information or a coupon (35%),
     and making purchases via their smartphones (24%).
MoBIle adVertIsIng Is
BegInnIng to
drIVe consUMer
behavIor
                                                      More than 1 in 5 have had a mobile ad...

                           29%                                 22%                      21%
                            Lead them to share info            Influence a purchase     Create product awareness




                                                                                                                   22
mobile advertising provides multiple routes to brand building, both viral and direct.
smartphones serve as both the engine and the vehicle for sharing product information.
users also report that mobile advertising is capable of influencing their purchase behavior
and brand awareness.
WHIle Most Users
     PUrcHase IteMs                                                 44%
     For tHeIr deVIce,                                              Purchases for my

     coMforT
                                                                    mobile (e.g., apps)


     Is groWIng For otHer
     purchases
                                                                                          24%
                                                                                          Other purchases




               % have done via mobile...




23
     significantly, nearly one of every four smartphone users has made a purchase of non device-
     related products or services from their phones – indicating growing comfort with the medium
     as a shopping tool.
MoBIle MedIa lets yoU
                                                    Influence consuMers
                                                    as They shop
    I LOVE being able to
   look up recipes while
     grocery shopping.


                                                             As an avid shopper,
                                                              having the ability
                                                            to compare prices of
                                                             products while out

                            81       %
                            Use their phones to
                                                            shopping is awesome.



                            research products
                            they are considering




                                                                               81      %
                                                                                Use their phones
                                                                                while shopping




                                                                                                   24
smartphones offer marketers unique opportunities to influence consumers at the very
moment they are considering purchase decisions and comparing prices.
opporTunITy                                                      Unlike traditional coupons,
                                                                      males and younger users have
     to inCentivize                                                   the highest degree of interest.
     and reward
     a brand’s user base



                                                                         74 %
                                                               71 %
                                                                             76 %
                                                                73 %
                                                                    75 %
                                                62%              75 %
                                                                                 79 %




     % of sample who would consider redeeming coupons via mobile




25
     mobile motivation
     mobile also provides a new and perhaps the ideal platform for distributing online coupons, a
     notion that appeals to nearly 3/4 of all smartphone users.
     surprisingly, the study showed that males are the most open to this mode of couponing. also
     unexpected was the high percentage of young consumers open to this activity – with 25 to 34
     year-olds representing the age group most interested in mobile coupons.
Users KnoW a
seIsMIc sHIFt
In adVertIsIng
Is coMIng &
tHey are eXcIted
aBoUt It                                                  It’s not just about
                                                       screaming a message
                                                     at me anymore. It’s about
                         I have a Bank of           providing value and that, to
                     America app. Every time        me, is so much better than
                    I use my phone, I see the          trying to influence me
                   icon. When I need account             by interrupting my
                   information, it’s just a click        favorite TV shows.
                   away. I don’t know if that is
                    advertising, per se, but it
                       makes me feel better
                         about my bank.




                                                                                   26
sMarTphone
FUTURES
dIgItal and                                                                                           60
                                                                                                             %

     In PartIcUlar
                                                                                 }
     MobIle
     Is antIcIPated to
                                                          p
                                                               du
                                                            ate rs
                                                      tici ea
                                                  t an in 2 y
                                                                         sag
                                                                            e




                                            { N e
                                                                                                       %
     conTInue growIng
                                                           E
                                                                                                     33
                                                       BIL
                                                  MO
                                                                    ER
                                                           P   UT
                                                       COM

                                                              %
                                                    TV
                                                          -4
                                                                %
                                                      DIO
                                                              -5                                                   ORE
                                                                                                                         OFT
                                                                                                                            EN


                                                                  0%
                                                                                                                  M
                                                   RA                                                        CH
                                                                -2
                                                                                                           MU

                                                            ES
                                                        zIN
                                                  MA
                                                     gA

                                                               S  -30%
                                                                PER
                                                       S     PA                                   E
                                                   NEW                                     E   SAM
                                                                                   U  T TH
                                                                                ABO




                                    N
                                 FTE
                            ESSO
                      C  HL
                    MU




29
     Continual groWth
     six of every 10 smartphone users surveyed expect their mobile internet usage to increase significantly over
     the next two years and to become an even more integral part of their lifestyles. this growing reliance on
     mobile internet is a signal to smart marketers that they need to have a presence on mobile touchpoints.
MoBIle transactIons
WIll contInUe to                                                                                         fs
                                                                                                            to   re

BecoMe coMMon                                                                                       so
                                                                                            es
                                                                                          dr
pracTIce as                                                        arc
                                                                        hf
                                                                           or
                                                                                     ad

                                                                                          ie
                                                                                               tim
                                                                                                        es
                                                                                                                                ei
                                                                                                                                   ns
                                                                                                                                      tore

secUrIty concerns are                                    Se                         v                        n  t             il
                                                                                 mo                      ura               wh
addressed
                                                       %
                                                   95 Chec                               cts
                                                             k              ta
                                                                        res          du
                                                      %            for           pr
                                                                                   o
                                                    94       a rch           for
                                                          Se              es             ht
                                                        %           p ric           flig
                                                      93 mpare a plane
                                                               %
                                                                   Co                         for
                                                                                     n
                                                        86                   ec
                                                                                 k-i
                                                                        Ch
                                                           %                               s
                                                         82                 cou
                                                                                p        on
                                                                                                    s
                                                                  e    m
                                                                                      ti      on
                                                               de                 rva                          ce
                                                        Re                      se                      ala
                                                                                                            n
                                                                        l re
                                                      %
                                                 74
                                                                                                    b
                                                                    e                          nt
                                                                rav                   co
                                                                                         u
                                                          et                         c
                                                   Ma
                                                      k
                                                                       c     ka                                         nts
                                                                    he                                                 u
                                              %                                                                     co
                                            67
                                                                   C
                                                           %                                                    ac
                                                       73              ls                      etw
                                                                                                        ee
                                                                                                           n
                                                                  il                    b
                                                               yb                    ey
                                                        Pa                        n
                                                   %                        mo
                                               58
                                                                       r
                                                              n    sfe                    ck
                                                  %
                                                          Tra                   es
                                                                                   to
                                                55                   h      as
                                                            /p
                                                                 urc                                                                   • Utilitarian tasks
                                                  %
                                                       Se
                                                          ll                                                                           • Banking
                                              41
                                                         % have done or would consider doing via mobile




                                                                                                                                                             30
as usage expands, so will consumer confidence in the security of the mobile web for privacy-sensitive
tasks such as banking.
this is clearly an area where merchants have an opportunity to reassure and woo customers with
appropriate messaging and protective features.
sPeed and coMPatIBIlty
     are The rIchesT
     areas for rapId
     IMproveMenT
                                                                  Timeliness                                   Ease of use


                                                                                       Quality of content



                                                            Organization of sites
                                                                                         Appearance of sites



                                                                                               Speed of downloading text
                                                      Quality of video




                                  PERFORMANCE
                                                                                                Quality of brands

                                                                     Amount of video

                                                Cost of access
                                                                     Speed of video               Speed of downloading images




                                                 Number of ads
                                                                                                 Number of mobile formated sites
                                                                  Size of ads




                                                                         DERIVED IMPORTANCE




31
     smartphone users are reaching for their devices to help answer unmet needs and will increasingly
     do so as speed and compatibility issues are resolved. services that don’t have dedicated mobile
     formats are going to miss out on this significant shift in consumption.
concoMITanT MarkeTIng:                                                                      MeshIng:
The Smartphone represents the first marketing                                     Smartphones are the
channel for marketers to move with and message                                ultimate media meshing
consumers everywhere they go. Mobile is less                                      tool, with consumers
about “wireless online” and increasingly a highly                          simultaneously consuming
personal and customized medium.                                            media on multiple screens
                                                                             and utilizing their Smart-
                                                                             phones to enhance their
                                                                               TV viewing experience.




                                                                                        accepTance:
                                                                         The Smartphone is improving
Influencer vehIcle:                                                          consumers’ quality of life.
Mobile is perceived as cool, active                                    They appreciate marketers who
and timely – the attributes of a vibrant                      sponsor their mobile experiences. They
brand that is positioned for growth and viral             want advertising that is appropriate for their
adoption. Mobile advertising provides an opportunity   frame of mind and passions. They understand
to reach trendsetters and make a lasting impression    the role that advertising plays in providing free
on the influencers who are a key audience to any          content and prefer advertising that delivers
brand’s success.                                                     more relevant messages to them.




                                                                                                           32
InITIaTIve coMMIssIoned by
aol and unIversal Mccann
abouT uM
um is a global media communications agency that represents the world’s leading marketers and strategic thinkers including
Coca-Cola, exxonmobil, Johnson & Johnson, masterCard, microsoft, sony, bacardi, l’oreal and ups. part of the interpublic group
of Companies (ipg), um has roughly 169 offices in 130 countries and more than 3,600 employees with headquarters in new york.
um provides a full spectrum of media services including media and communications planning, digital strategy consultation,
analytics and economic modeling, research and consumer insight. the company’s mission is to deliver Curious minds for
surprising results.

abouT aol
aol is a global Web services company that operates some of the most popular Web destinations, offers a comprehensive suite
of free software and services, runs one of the largest internet access businesses in the u.s., and provides a full set of advertising
solutions. a majority-owned subsidiary of time Warner inc., aol llC and its subsidiaries have operations in the u.s., europe,
Canada and asia. learn more at aol.com.
The TeaM
graeme hutton, karen ring, maggie fosdick and ali ponce de leon, universal mcCann
stu rodnick and maria pousa, aol

special thanks to the 360 Creative team at aol for
producing this booklet, agatha Chang from universal mcCann
and scott kelliher & stacey Comito from aol for their
mobile marketing expertise.
researCh inquiries Can be direCted to:

graeme hutton
director of Consumer insights, um
tel: 646.865.3437
email: graeme.hutton@umww.com

stu rodnick
senior director strategic insights, aol
tel: 917.534.5069
email: stu.rodnick@corp.aol.com

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Advantages and disadvantages of smartphones
Advantages and disadvantages of smartphones Advantages and disadvantages of smartphones
Advantages and disadvantages of smartphones
 
Smartphones
SmartphonesSmartphones
Smartphones
 
Are you Smart Phone savvy?
Are you Smart Phone savvy?Are you Smart Phone savvy?
Are you Smart Phone savvy?
 
Uses and Abuses of Mobile Phone
Uses and Abuses of Mobile PhoneUses and Abuses of Mobile Phone
Uses and Abuses of Mobile Phone
 
Smart uses of smart phone for students
Smart uses of smart phone for studentsSmart uses of smart phone for students
Smart uses of smart phone for students
 
Smart phone
Smart phoneSmart phone
Smart phone
 
Smartphones Presentation
Smartphones PresentationSmartphones Presentation
Smartphones Presentation
 
Mobile phone
Mobile phoneMobile phone
Mobile phone
 
Is Mobile Really Necessary?
Is Mobile Really Necessary?Is Mobile Really Necessary?
Is Mobile Really Necessary?
 
Smartphones
SmartphonesSmartphones
Smartphones
 
To be or not to be
To be or not to beTo be or not to be
To be or not to be
 
Smartphone
SmartphoneSmartphone
Smartphone
 
Smartphone
SmartphoneSmartphone
Smartphone
 
Smartphone Market Trends
Smartphone Market TrendsSmartphone Market Trends
Smartphone Market Trends
 
Smatphone present
Smatphone presentSmatphone present
Smatphone present
 
Smartphone and its features
Smartphone and its features Smartphone and its features
Smartphone and its features
 
Smartphones
SmartphonesSmartphones
Smartphones
 
Presentation mobile phone
Presentation mobile phonePresentation mobile phone
Presentation mobile phone
 
Mobile phone
Mobile phoneMobile phone
Mobile phone
 
Introduction to smartphones
Introduction to smartphonesIntroduction to smartphones
Introduction to smartphones
 

Andere mochten auch

Presentacion smartphone
Presentacion smartphonePresentacion smartphone
Presentacion smartphoneaidalilivargas
 
Trabajo final sobre smartphone
Trabajo final sobre smartphoneTrabajo final sobre smartphone
Trabajo final sobre smartphoneHumberto Marcano
 
I-smart mobiles - Android Smartphones | I-smart phone series | Smartphones i...
I-smart  mobiles - Android Smartphones | I-smart phone series | Smartphones i...I-smart  mobiles - Android Smartphones | I-smart phone series | Smartphones i...
I-smart mobiles - Android Smartphones | I-smart phone series | Smartphones i...ismartmobiles
 
Heuristic checklist
Heuristic checklistHeuristic checklist
Heuristic checklistElisa Miller
 
Smartphones Slideshow Presentation
Smartphones Slideshow PresentationSmartphones Slideshow Presentation
Smartphones Slideshow Presentationraz_bhana07
 
Smartphones powerpoint presentation
Smartphones powerpoint presentationSmartphones powerpoint presentation
Smartphones powerpoint presentationnhla4
 
Advantages and Disadvantages of Mobile phone
Advantages and Disadvantages of Mobile phoneAdvantages and Disadvantages of Mobile phone
Advantages and Disadvantages of Mobile phoneMuhammad Ali
 
Smartphones presentation
Smartphones presentationSmartphones presentation
Smartphones presentationfdla1
 
Ppt on World Of Smartphones
Ppt on World Of SmartphonesPpt on World Of Smartphones
Ppt on World Of SmartphonesPulkit Syal
 

Andere mochten auch (11)

Smartphone
SmartphoneSmartphone
Smartphone
 
Presentacion smartphone
Presentacion smartphonePresentacion smartphone
Presentacion smartphone
 
Trabajo final sobre smartphone
Trabajo final sobre smartphoneTrabajo final sobre smartphone
Trabajo final sobre smartphone
 
I-smart mobiles - Android Smartphones | I-smart phone series | Smartphones i...
I-smart  mobiles - Android Smartphones | I-smart phone series | Smartphones i...I-smart  mobiles - Android Smartphones | I-smart phone series | Smartphones i...
I-smart mobiles - Android Smartphones | I-smart phone series | Smartphones i...
 
Heuristic checklist
Heuristic checklistHeuristic checklist
Heuristic checklist
 
Smartphones Slideshow Presentation
Smartphones Slideshow PresentationSmartphones Slideshow Presentation
Smartphones Slideshow Presentation
 
Mobile ppt
Mobile pptMobile ppt
Mobile ppt
 
Smartphones powerpoint presentation
Smartphones powerpoint presentationSmartphones powerpoint presentation
Smartphones powerpoint presentation
 
Advantages and Disadvantages of Mobile phone
Advantages and Disadvantages of Mobile phoneAdvantages and Disadvantages of Mobile phone
Advantages and Disadvantages of Mobile phone
 
Smartphones presentation
Smartphones presentationSmartphones presentation
Smartphones presentation
 
Ppt on World Of Smartphones
Ppt on World Of SmartphonesPpt on World Of Smartphones
Ppt on World Of Smartphones
 

Ähnlich wie Smart Phone

thinkLA Mobile 101 presentation - Deborah Lammon
thinkLA Mobile 101 presentation - Deborah LammonthinkLA Mobile 101 presentation - Deborah Lammon
thinkLA Mobile 101 presentation - Deborah LammonthinkLA
 
Google ThinkMobile Conference
Google ThinkMobile ConferenceGoogle ThinkMobile Conference
Google ThinkMobile ConferenceWiTH Collective
 
Shaping the Future of Marketing Innovation
Shaping the Future of Marketing InnovationShaping the Future of Marketing Innovation
Shaping the Future of Marketing InnovationiMedia Connection
 
GfK NIS and nurago: Measuring Digital Consumer Journeys
GfK NIS and nurago: Measuring Digital Consumer JourneysGfK NIS and nurago: Measuring Digital Consumer Journeys
GfK NIS and nurago: Measuring Digital Consumer Journeysnurago
 
The World Goes Mobile
The World Goes MobileThe World Goes Mobile
The World Goes MobileInMobi
 
Six Immutable Laws Of Mobile Business Presentation
Six Immutable Laws Of Mobile Business PresentationSix Immutable Laws Of Mobile Business Presentation
Six Immutable Laws Of Mobile Business Presentationsiximmutablelaws
 
Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012
Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012
Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012Havas Media
 
Mobile For All - Mark Brill
Mobile For All - Mark BrillMobile For All - Mark Brill
Mobile For All - Mark Brillbigcatgroup
 
How Smartphones are Changing Healthcare
How Smartphones are Changing HealthcareHow Smartphones are Changing Healthcare
How Smartphones are Changing HealthcareWirehead Technology
 
Five Free Ways to Make Your Business Work Better in Mobile
Five Free Ways to Make Your Business Work Better in MobileFive Free Ways to Make Your Business Work Better in Mobile
Five Free Ways to Make Your Business Work Better in MobileBrandEmotivity
 
Getting onside with consumers - Market Leader
Getting onside with consumers - Market LeaderGetting onside with consumers - Market Leader
Getting onside with consumers - Market LeaderFlyResearch
 
Measuring Digital Consumer Journeys
Measuring Digital Consumer JourneysMeasuring Digital Consumer Journeys
Measuring Digital Consumer JourneysConnected-Blog
 
Fast facts mobile8_08102012
Fast facts mobile8_08102012Fast facts mobile8_08102012
Fast facts mobile8_0810201224/7 Media
 
Tablet researchwhitepaper uk
Tablet researchwhitepaper ukTablet researchwhitepaper uk
Tablet researchwhitepaper ukSumit Roy
 
Yahoo! Mexico's Mobile Modes Research
Yahoo! Mexico's Mobile Modes ResearchYahoo! Mexico's Mobile Modes Research
Yahoo! Mexico's Mobile Modes ResearchNick Drew
 
Mobile Shopping Framework Study 2010
Mobile Shopping Framework Study 2010Mobile Shopping Framework Study 2010
Mobile Shopping Framework Study 2010Ashmeed Ali
 
AdReaction 2012: Marketing in the Mobile World
AdReaction 2012: Marketing in the Mobile WorldAdReaction 2012: Marketing in the Mobile World
AdReaction 2012: Marketing in the Mobile WorldKantar
 
Orbitz mobile & travel industry - for distribution
Orbitz   mobile & travel industry - for distributionOrbitz   mobile & travel industry - for distribution
Orbitz mobile & travel industry - for distributionMobileAnthem
 
Key insights how mobile raises the bar for brand communications
Key insights   how mobile raises the bar for brand communicationsKey insights   how mobile raises the bar for brand communications
Key insights how mobile raises the bar for brand communicationsTNS
 

Ähnlich wie Smart Phone (20)

thinkLA Mobile 101 presentation - Deborah Lammon
thinkLA Mobile 101 presentation - Deborah LammonthinkLA Mobile 101 presentation - Deborah Lammon
thinkLA Mobile 101 presentation - Deborah Lammon
 
Google ThinkMobile Conference
Google ThinkMobile ConferenceGoogle ThinkMobile Conference
Google ThinkMobile Conference
 
Shaping the Future of Marketing Innovation
Shaping the Future of Marketing InnovationShaping the Future of Marketing Innovation
Shaping the Future of Marketing Innovation
 
GfK NIS and nurago: Measuring Digital Consumer Journeys
GfK NIS and nurago: Measuring Digital Consumer JourneysGfK NIS and nurago: Measuring Digital Consumer Journeys
GfK NIS and nurago: Measuring Digital Consumer Journeys
 
The World Goes Mobile
The World Goes MobileThe World Goes Mobile
The World Goes Mobile
 
Six Immutable Laws Of Mobile Business Presentation
Six Immutable Laws Of Mobile Business PresentationSix Immutable Laws Of Mobile Business Presentation
Six Immutable Laws Of Mobile Business Presentation
 
Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012
Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012
Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012
 
Mobile For All - Mark Brill
Mobile For All - Mark BrillMobile For All - Mark Brill
Mobile For All - Mark Brill
 
How Smartphones are Changing Healthcare
How Smartphones are Changing HealthcareHow Smartphones are Changing Healthcare
How Smartphones are Changing Healthcare
 
Five Free Ways to Make Your Business Work Better in Mobile
Five Free Ways to Make Your Business Work Better in MobileFive Free Ways to Make Your Business Work Better in Mobile
Five Free Ways to Make Your Business Work Better in Mobile
 
Getting onside with consumers - Market Leader
Getting onside with consumers - Market LeaderGetting onside with consumers - Market Leader
Getting onside with consumers - Market Leader
 
Mobile retail solution
Mobile retail solutionMobile retail solution
Mobile retail solution
 
Measuring Digital Consumer Journeys
Measuring Digital Consumer JourneysMeasuring Digital Consumer Journeys
Measuring Digital Consumer Journeys
 
Fast facts mobile8_08102012
Fast facts mobile8_08102012Fast facts mobile8_08102012
Fast facts mobile8_08102012
 
Tablet researchwhitepaper uk
Tablet researchwhitepaper ukTablet researchwhitepaper uk
Tablet researchwhitepaper uk
 
Yahoo! Mexico's Mobile Modes Research
Yahoo! Mexico's Mobile Modes ResearchYahoo! Mexico's Mobile Modes Research
Yahoo! Mexico's Mobile Modes Research
 
Mobile Shopping Framework Study 2010
Mobile Shopping Framework Study 2010Mobile Shopping Framework Study 2010
Mobile Shopping Framework Study 2010
 
AdReaction 2012: Marketing in the Mobile World
AdReaction 2012: Marketing in the Mobile WorldAdReaction 2012: Marketing in the Mobile World
AdReaction 2012: Marketing in the Mobile World
 
Orbitz mobile & travel industry - for distribution
Orbitz   mobile & travel industry - for distributionOrbitz   mobile & travel industry - for distribution
Orbitz mobile & travel industry - for distribution
 
Key insights how mobile raises the bar for brand communications
Key insights   how mobile raises the bar for brand communicationsKey insights   how mobile raises the bar for brand communications
Key insights how mobile raises the bar for brand communications
 

Mehr von naked comms

Common announcement 1.27.11
Common announcement 1.27.11Common announcement 1.27.11
Common announcement 1.27.11naked comms
 
Adtech Tokyo, Presentation by Jonny Shaw
Adtech Tokyo, Presentation by Jonny ShawAdtech Tokyo, Presentation by Jonny Shaw
Adtech Tokyo, Presentation by Jonny Shawnaked comms
 
Soul Clap Consulting
Soul Clap ConsultingSoul Clap Consulting
Soul Clap Consultingnaked comms
 
Feed- The Razorfish Consumer Experience Report
Feed- The Razorfish Consumer Experience ReportFeed- The Razorfish Consumer Experience Report
Feed- The Razorfish Consumer Experience Reportnaked comms
 
All About Love Hotel
All About Love HotelAll About Love Hotel
All About Love Hotelnaked comms
 
02 27 Elop Wharton K Eynote
02 27 Elop Wharton K Eynote02 27 Elop Wharton K Eynote
02 27 Elop Wharton K Eynotenaked comms
 
Flight Of The Black Swan
Flight Of The Black SwanFlight Of The Black Swan
Flight Of The Black Swannaked comms
 
Naked Tokyo 1 Year On
Naked Tokyo 1 Year OnNaked Tokyo 1 Year On
Naked Tokyo 1 Year Onnaked comms
 
Fluid Lives Report
Fluid Lives ReportFluid Lives Report
Fluid Lives Reportnaked comms
 

Mehr von naked comms (14)

Common announcement 1.27.11
Common announcement 1.27.11Common announcement 1.27.11
Common announcement 1.27.11
 
Adtech Tokyo, Presentation by Jonny Shaw
Adtech Tokyo, Presentation by Jonny ShawAdtech Tokyo, Presentation by Jonny Shaw
Adtech Tokyo, Presentation by Jonny Shaw
 
Soul Clap Consulting
Soul Clap ConsultingSoul Clap Consulting
Soul Clap Consulting
 
Yosukes Wedding
Yosukes WeddingYosukes Wedding
Yosukes Wedding
 
Yosuke Go!!!
Yosuke Go!!!Yosuke Go!!!
Yosuke Go!!!
 
Feed- The Razorfish Consumer Experience Report
Feed- The Razorfish Consumer Experience ReportFeed- The Razorfish Consumer Experience Report
Feed- The Razorfish Consumer Experience Report
 
Ideo Rf Guide
Ideo Rf GuideIdeo Rf Guide
Ideo Rf Guide
 
All About Love Hotel
All About Love HotelAll About Love Hotel
All About Love Hotel
 
Razorfishreport
RazorfishreportRazorfishreport
Razorfishreport
 
02 27 Elop Wharton K Eynote
02 27 Elop Wharton K Eynote02 27 Elop Wharton K Eynote
02 27 Elop Wharton K Eynote
 
Flight Of The Black Swan
Flight Of The Black SwanFlight Of The Black Swan
Flight Of The Black Swan
 
Naked Tokyo 1 Year On
Naked Tokyo 1 Year OnNaked Tokyo 1 Year On
Naked Tokyo 1 Year On
 
Officepics
OfficepicsOfficepics
Officepics
 
Fluid Lives Report
Fluid Lives ReportFluid Lives Report
Fluid Lives Report
 

Kürzlich hochgeladen

Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Brian Pichman
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7DianaGray10
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAshyamraj55
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintMahmoud Rabie
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPathCommunity
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.YounusS2
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXTarek Kalaji
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdfPedro Manuel
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024SkyPlanner
 

Kürzlich hochgeladen (20)

Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership Blueprint
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation Developers
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBX
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
20150722 - AGV
20150722 - AGV20150722 - AGV
20150722 - AGV
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdf
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024
 

Smart Phone

  • 2. Table of conTenTs 2 overview 4 smartphone living 18 smartphone Marketing 28 smartphone futures 32 conclusions
  • 3. overvIew In an increasingly mobile world, the smartphone has become a lifestyle- changing device. The smartphone is the first device to provide instant access to the internet and online information resources wherever consumers go. Time-starved consumers say that smartphones improve their quality of life by allowing them to multitask on-the-move. for marketers, this creates a new opportunity to maintain contact with consumers throughout the day and influence purchase decisions in ways never before possible. universal Mccann and aol partnered with Questus, a leading interactive marketing and research firm, to conduct an extensive multi-phase research project examining how smartphones are influencing american lifestyles and media consumption. This research report analyzes the intersection between consumer media usage, lifestyle and purchase preferences.
  • 5. The sTudy: lIvIng • MarkeTIng • fuTures 270MM US mobile subscribers 63MM web access mobile 19MM web access mobile on weekly basis 5 Whom did We speak With? approximately 1800 participants were selected for this study based upon their frequent use of smartphone devices, with nearly all participants indicating they access the mobile web at least several times per week. the study also included a sample of “lead users,” who were asked to keep daily usage diaries.
  • 6. 1 of every 7 MInuTes of MedIa consuMpTIon 14% Today Is Through a MobIle devIce ‘ MobileIt’s a social is not hype. transformation. , 12 6 it’s more than mobile the smartphone is considered a great convenience for many americans, enabling them to access internet content, applications and services anywhere and anytime and to have a constant link with their social circles. it’s more than a medium of transmission; it’s the preeminent tool for both social communication and daily life management.
  • 7. of sMarTphone users reporT saTIsfacTIon usIng The InTerneT on TheIr MobIle devIces 7 the smartphone is the biggest technology shift since broadband, representing a truly lifestyle-changing innovation. Consumers enjoy their smartphones and how they improve their quality of life.
  • 8. mobile is perCeived as cuTTIng-edge MedIa & assoCiated With being acTIve, TIMely & currenT Cutting Edge Boring Innovative Newspaper Mobile Old- fashioned Cool Active Timely Trustworthy Credible Computer Browser Current Important Vital Informative Fun Relevant Radio Exciting for me Powerful Influential Magazine Passive TV Entertaining Relaxing 8 hoW they feel When study respondents were asked to associate certain attributes with various channels, mobile was highly distinctive with a virtual monopoly of leading edge media concepts.
  • 9. Users are constantly CheCking in With MobIle MedIa. When Will they interaCt wITh your brand? 95% Other downtime 82% 81% At work While shopping 80% At home 65% to work Commuting 9 Constant ContaCt smartphones have enabled americans to consume media throughout their daily routines, with 82% using mobile devices at work and 81% using mobile devices while shopping. the mobile web has also become a ritual with commuters, who use the mobile web as part of their workday commute. this creates an unprecedented opportunity for marketers to transition with consumers as they move from activity to activity throughout the day.
  • 10. BrIeF HIts oF 3% connecTIon 7 & UtIlIty are cUrrently o ns tHe Most PoPUlar ForMs oF e cti Dir consuMpTIon Ma ps & 5% 5 i ng ork Ne tw 55% c ial So s w vie / Re Lis ti n gs 44% ovie /M rants I nfo s tau w s& Re Ne ati on al 34% N I nfo ss Bu s ine 33% o l Inf ve Tra % use mobile to access corresponding media 10 smartphones serve as a consumer’s devices to share experiences another, as well as a Consumers rely on their mobile compass to get from one place towith their friends, guide to restaurants, shopping purchases, news and entertainment. at the same time, they provide an family and colleagues. important social outlet. over three out of every four smartphone users are sharing photos, articles and videos across their social networks.
  • 11. MoBIle oFFers anoTher ouTleT 85% taken on send photos to connect & their Smartphones share (Average: 16/mo.) 71% and send articles videos to others (Average: 13/mo.) 74 % 50% prefer sending text use mobile social messages to calling networking sites and apps 11 Consumers rely heavily on their mobile devices to share experiences with their friends, family and colleagues. the majority of all surveyed smartphone users share photos, articles and videos with their social contacts using their mobile devices. smartphones also enable consumers to stay off the phone, with half of all users preferring text messages to telephone conversations.
  • 12. sHarIng content is key to the aTTracTIon ...when the kids come home, my husband will I shared content laugh at us because we’ll with my friend be huddled together on the over lunch, as we couch, each with his or her were checking respective iPhone, sharing the market. apps,YouTubes, music, etc. It bridges a social gap. I view drug information on my mobile in the morning and discuss it with my partner and clinical professor at nursing school. 12 12
  • 13. MobIle Is noT a sTandalone MedIa source. 77 % 55% follow brands across multiple use TV and media mobile concurrently 42% have mobile to from been driven other media 56% have been driven to mobile via other media “MedIa MesHIng” Is a powerful 37% media mesh with complimentary coMPonent oF tHe content experIence 13 boundaryless media smartphones work powerfully with other media. for example, mobile drives consumers to other media, which also drive consumers back to mobile – generating a circuit of juxtaposed mediation. this effect is enhanced when users simultaneously consume multiple media in order to optimize productivity or enrich the content experience.
  • 14. MedIa MesHIng fills the time Waiting for slow-loadIng conTenT whIle fulfIllIng InsaTIable user hunger I can’t get for conTenT enough sports information. Yesterday, I was looking at espn.com on my phone, reading the sports section and watching pro football on TV at the same time. I will flip through a magazine while surfing on my phone, using it to pass the time while the pages load. I have a slow connection on the phone, so I watch TV while pages download. 12 14 Consumers rely on their mobile devices to share experiences with their friends, family and colleagues. over three out of every four smartphone users are sharing photos, articles and videos across their social networks.
  • 15. iPHone Users HaVe HeaVIer consUMPtIon habITs Mobile Social Networking Concurrent TV Usage 55% iPhone 50% M-Commerce iPhone 37% 36% Others iPhone 34% Others 19% Others % use once or more per day % have made a % use once or more per day purchase via mobile 15 Who’s using the mobile Web? mobile trends are led by two groups: younger users and iphone owners. high usage among iphone owners may be due to the fact that these consumers are often early adopters and that the iphone interface is among the most sophisticated in terms of offering a rich and rewarding user experience.
  • 16. yoUnger deMo Has HeaVIer consUMPtIon habITs Mobile Social Networking M-Commerce Concurrent TV Usage 13-17 67% 26% 55% 18-24 58% 30% 46% AGE 25-34 45% 24% 42% 35-44 29% 21% 28% 45-64 14% 15% 20% % use once or more per day % have made a % use once or more per day purchase via mobile 16 not surprisingly, users aged 13 to 24 – those raised on the web and mobile communications – are among those with the heaviest consumption habits, using their smartphones for social interaction and often in front of the television.
  • 18. Brands HaVe a coMPellIng oPPortUnIty to engage 6% Listening to radio WItH Users In tHe MobIle arena 27% Using mobile web & apps 17% 13% Reading a magazine Watching television 33% 19% Using web on Reading the newspaper computer % completely focused 19 getting their attention While the broader media environment is typically full of noise and distraction, consumers report being surprisingly focused when using the mobile internet. this finding is significant to marketers seeking to compete with external distractions and engage consumers in a meaningful way.
  • 19. It’s pretty amazing I feel grateful how focused I am when I’m using the when I use my iPhone. mobile web. Rather The screen is tiny but I than wasting time, can completely ignore I can take care of the world around me my family. when I’m using my The word I favorite apps. use to describe my state of mind when using the mobile web is CURIOUS. Users are In a PrIMed eMoTIonal sTaTe. sIMPly UsIng tHeIr deVIce creaTes feelIngs oF aPPrecIatIon & curIosITy. 20 Consumers rely on their mobile devices to share experiences with their friends, family and colleagues. over three out of every four smartphone users are sharing photos, articles and videos across their social networks.
  • 20. More tHan a tHIrd (38%) oF consUMers HaVe taKen actIon FroM a MobIle ad Of those who have taken action... 53% Click on the ad 35% Opt-in for email with more info/ 34% 32% coupons Make purchases Opt-in for text via computer or in-store message with more info/coupons 24% Made purchases via mobile 7% Other 21 ads and aCtion mobile offers brands the opportunity to reach consumers in new places and new ways, and mobile users report acceptance and even appreciation of mobile advertising. in fact, over one-third of smartphone consumers report having taken action from a mobile ad. smartphone users are clicking on advertisements (53%), requesting more information or a coupon (35%), and making purchases via their smartphones (24%).
  • 21. MoBIle adVertIsIng Is BegInnIng to drIVe consUMer behavIor More than 1 in 5 have had a mobile ad... 29% 22% 21% Lead them to share info Influence a purchase Create product awareness 22 mobile advertising provides multiple routes to brand building, both viral and direct. smartphones serve as both the engine and the vehicle for sharing product information. users also report that mobile advertising is capable of influencing their purchase behavior and brand awareness.
  • 22. WHIle Most Users PUrcHase IteMs 44% For tHeIr deVIce, Purchases for my coMforT mobile (e.g., apps) Is groWIng For otHer purchases 24% Other purchases % have done via mobile... 23 significantly, nearly one of every four smartphone users has made a purchase of non device- related products or services from their phones – indicating growing comfort with the medium as a shopping tool.
  • 23. MoBIle MedIa lets yoU Influence consuMers as They shop I LOVE being able to look up recipes while grocery shopping. As an avid shopper, having the ability to compare prices of products while out 81 % Use their phones to shopping is awesome. research products they are considering 81 % Use their phones while shopping 24 smartphones offer marketers unique opportunities to influence consumers at the very moment they are considering purchase decisions and comparing prices.
  • 24. opporTunITy Unlike traditional coupons, males and younger users have to inCentivize the highest degree of interest. and reward a brand’s user base 74 % 71 % 76 % 73 % 75 % 62% 75 % 79 % % of sample who would consider redeeming coupons via mobile 25 mobile motivation mobile also provides a new and perhaps the ideal platform for distributing online coupons, a notion that appeals to nearly 3/4 of all smartphone users. surprisingly, the study showed that males are the most open to this mode of couponing. also unexpected was the high percentage of young consumers open to this activity – with 25 to 34 year-olds representing the age group most interested in mobile coupons.
  • 25. Users KnoW a seIsMIc sHIFt In adVertIsIng Is coMIng & tHey are eXcIted aBoUt It It’s not just about screaming a message at me anymore. It’s about I have a Bank of providing value and that, to America app. Every time me, is so much better than I use my phone, I see the trying to influence me icon. When I need account by interrupting my information, it’s just a click favorite TV shows. away. I don’t know if that is advertising, per se, but it makes me feel better about my bank. 26
  • 27. dIgItal and 60 % In PartIcUlar } MobIle Is antIcIPated to p du ate rs tici ea t an in 2 y sag e { N e % conTInue growIng E 33 BIL MO ER P UT COM % TV -4 % DIO -5 ORE OFT EN 0% M RA CH -2 MU ES zIN MA gA S -30% PER S PA E NEW E SAM U T TH ABO N FTE ESSO C HL MU 29 Continual groWth six of every 10 smartphone users surveyed expect their mobile internet usage to increase significantly over the next two years and to become an even more integral part of their lifestyles. this growing reliance on mobile internet is a signal to smart marketers that they need to have a presence on mobile touchpoints.
  • 28. MoBIle transactIons WIll contInUe to fs to re BecoMe coMMon so es dr pracTIce as arc hf or ad ie tim es ei ns tore secUrIty concerns are Se v n t il mo ura wh addressed % 95 Chec cts k ta res du % for pr o 94 a rch for Se es ht % p ric flig 93 mpare a plane % Co for n 86 ec k-i Ch % s 82 cou p on s e m ti on de rva ce Re se ala n l re % 74 b e nt rav co u et c Ma k c ka nts he u % co 67 C % ac 73 ls etw ee n il b yb ey Pa n % mo 58 r n sfe ck % Tra es to 55 h as /p urc • Utilitarian tasks % Se ll • Banking 41 % have done or would consider doing via mobile 30 as usage expands, so will consumer confidence in the security of the mobile web for privacy-sensitive tasks such as banking. this is clearly an area where merchants have an opportunity to reassure and woo customers with appropriate messaging and protective features.
  • 29. sPeed and coMPatIBIlty are The rIchesT areas for rapId IMproveMenT Timeliness Ease of use Quality of content Organization of sites Appearance of sites Speed of downloading text Quality of video PERFORMANCE Quality of brands Amount of video Cost of access Speed of video Speed of downloading images Number of ads Number of mobile formated sites Size of ads DERIVED IMPORTANCE 31 smartphone users are reaching for their devices to help answer unmet needs and will increasingly do so as speed and compatibility issues are resolved. services that don’t have dedicated mobile formats are going to miss out on this significant shift in consumption.
  • 30. concoMITanT MarkeTIng: MeshIng: The Smartphone represents the first marketing Smartphones are the channel for marketers to move with and message ultimate media meshing consumers everywhere they go. Mobile is less tool, with consumers about “wireless online” and increasingly a highly simultaneously consuming personal and customized medium. media on multiple screens and utilizing their Smart- phones to enhance their TV viewing experience. accepTance: The Smartphone is improving Influencer vehIcle: consumers’ quality of life. Mobile is perceived as cool, active They appreciate marketers who and timely – the attributes of a vibrant sponsor their mobile experiences. They brand that is positioned for growth and viral want advertising that is appropriate for their adoption. Mobile advertising provides an opportunity frame of mind and passions. They understand to reach trendsetters and make a lasting impression the role that advertising plays in providing free on the influencers who are a key audience to any content and prefer advertising that delivers brand’s success. more relevant messages to them. 32
  • 31. InITIaTIve coMMIssIoned by aol and unIversal Mccann abouT uM um is a global media communications agency that represents the world’s leading marketers and strategic thinkers including Coca-Cola, exxonmobil, Johnson & Johnson, masterCard, microsoft, sony, bacardi, l’oreal and ups. part of the interpublic group of Companies (ipg), um has roughly 169 offices in 130 countries and more than 3,600 employees with headquarters in new york. um provides a full spectrum of media services including media and communications planning, digital strategy consultation, analytics and economic modeling, research and consumer insight. the company’s mission is to deliver Curious minds for surprising results. abouT aol aol is a global Web services company that operates some of the most popular Web destinations, offers a comprehensive suite of free software and services, runs one of the largest internet access businesses in the u.s., and provides a full set of advertising solutions. a majority-owned subsidiary of time Warner inc., aol llC and its subsidiaries have operations in the u.s., europe, Canada and asia. learn more at aol.com.
  • 32. The TeaM graeme hutton, karen ring, maggie fosdick and ali ponce de leon, universal mcCann stu rodnick and maria pousa, aol special thanks to the 360 Creative team at aol for producing this booklet, agatha Chang from universal mcCann and scott kelliher & stacey Comito from aol for their mobile marketing expertise.
  • 33. researCh inquiries Can be direCted to: graeme hutton director of Consumer insights, um tel: 646.865.3437 email: graeme.hutton@umww.com stu rodnick senior director strategic insights, aol tel: 917.534.5069 email: stu.rodnick@corp.aol.com