Download - Tablets: The Addictive Pill?
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TABLETs THE ADDICTIVE PILL?
In today’s episode…
1. How tablets are affecting consumer behaviour2. Their growing importance to marketers3. How tablets should form a key part of any
marketing strategy4. Case studies of brands doing it right
THE RISE OF THE TABLET
A massive and growing market
THE MOBILE TABLET ERA IS ONLY 3 YEARS OLD
It’s THE FASTEST GROWING COMPUTING PLATFORM IN
HISTORY
Source: Mary Meeker, KPCB
Tablet shipments expected
to continue growing
2013 2014 2015 2016 2017 -
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
Tablet shipments
Source: The Yankee Group, May 2013
Source: The Yankee Group, May 2013
Tablet shipments will grow from 233 million in 2013 to 1.094 billion in 2017, growing at a CAGR of 36%
BUT WHAT IS A TABLET ANYWAY?
THE TABLET IS BECOMING HARD TO DEFINE
• A touch screen laptop without the keyboard?
• A big smartphone with no network capabilities?
• A large one-piece device without a mouse
PLATFORMS ARE CONVERGING
Ubuntu Edge Mac OS X / iOS
Mobile operators are catering TO this demand too
2 distinct categories emerging?
7” tablets set to dominate market, but still a place for
10” devices
2011 2013 20170%
10%
20%
30%
40%
50%
60%
70%
80%
<8"8"-11"11">
Source: IDC, May 2013
APPLE’S DOMINANCE
Apple still dominates tablet shipments
Apple Samsung ASUS Amazon Microsoft Others -
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
Q1 2013 tablet shipments
Source: IDC, May 2013
Source: IDC, May 2013
Apple has seen its iPad shipments grow by 247.5% over the last year alone
Source: IDC, May 2013
However, Apple’s market share has declined from 58% of shipments in Q1 2012 to 40% in Q1 2013…
THE RISE OF THE TABLET
• Tablets have not been around long, but are making a huge impact
• There are two categories emerging within tablets, but convergence could blur the lines
• Apple dominates the market, but for how much longer?
TABLET DISRUPTION
THERE ARE 3 AREAS OF significant DISRUPTION
Content consumptio
n
M-Commerce
Social
CONTENT CONSUMPTION
TABLETS ARE TAKING ATTENTION
FROM OTHER DEVICES…
37% use their desktop
computer less
35% use their laptop
less
12% use their
smartphone less
Source: Forrester, UK
…AND ADDING NEW LAYERS
Source: BBC, UK
43% of tablet owners say that they watch more TV now than they did five years ago
83% say they use tablets alongside TV
Consumers more likely to watch mobile video on tablet than smartphone
Source: Adobe, April 2013
iPLAYER MOBILE TRAFFIC NOW
COMES mostly from TABLETS
Source: BBC
Tablets overtaking smartphones in web traffic
Source: Adobe, March 2013
MANY APPS CATER FOR content CONSUMPTION
The Guardian Flipboard
M-COMMERCE
TABLET COMMERCE IS increasing AS A PROPORTION OF
ECOMMERCE
Source: eMarketer, April 2013
Tablet commerce sales far outpacing smartphones
2011' 2012' 2013' 2014' 2015' 2016'0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
5.45
13.86
24.00
34.33
46.44
61.06
24.32
TabletSmartphone
US Retail Mcommerce Sales, by Device, 2011-2016 ($ billions)
Source: eMarketer, Jan. 2013
TABLETS ARE THE PERFECT SHOPPING
TOOL (WHEN BRANDS DO IT RIGHT)
• Tablets will drive 65% of mobile commerce sales in 2013 in the US
• By 2017, a quarter of digital sales will come from mobile devices, with three-quarters coming via tablets
Source: eMarketer, April 2013
iPad accounts for most mcommerce
Source: Adyen, 2013, US
retailers are not ALWAYS catering to demand
8% of the UK’s top 50 retailers have optimised their sites for tablet devices
48% of retailers who have a branded mobile application let consumers make purchases from within the app
4.4 hours each week browsing retailer websites by average UK tablet user
Source: Marketing Week, June 2013
SOCIAL
THE GAP IS CLOSING BETWEEN
TABLETS AND OTHER DEVICES
Source: Mintel, April 2013
SOCIAL IS A HUGELY POPULAR
ACTIVITY FOR TABLET OWNERS
• 57% state they like to use their tablet for social/sharing services
• 2nd most popular activity
• 6th amongst PC users
Source: Mintel, April 2013 (UK)
CONTENT-BASED SOCIAL NETWORKS
PERFORM BETTER ON TABLETS
• Pinterest accounts for 48.2% of total sharing on iPad
• Facebook accounts for 66% of total sharing on iPhones
Source: ShareThis
Tablets IN RELATION TO OTHER MEDIA
MULTI-SCREENING
There are four ways in which
consumers are multi-tasking
Content Grazing Spider-Webbing
Social Spider-Webbing QuantumSource: Microsoft, Cross-Screen Engagement, May 2013
IN THE INTERESTS OF Brutal SIMPLICITY
Parallel Simultaneous
Social Simultaneous Sequential
PARALLEL the common method
Simultaneous ADDS LAYERS
Social SIMULTANEUOS focused on sharing & connecting AROUND
CONTENT
SEQUENTIAL allows consumers
to achieve goals effectively
See TV ad Research Product Purchase Product
TABLET’S ROLE VARIES IN EACH INSTANCE
Parallel: Simultaneous:
Social Simultaneous: Quantum:
Often a distraction
Adds layers
More likely to be used than a
laptop
Great discovery and browsing
tool
IMPLICATIONS FOR MARKETERS
IT’s DIFFERENT TO A SMARTPHONE
IT’S NOT A LARGER SMARTPHONE!
Source: http://peopletakingpictureswithipads.tumblr.com/
OFTEN AN INCREMENTAL mobile DEVICE
Both(5.3m)
Tablet(7.5m)
Smartphone(23.1m)
Source: TGI 2013
BEHAVIOURS ARE DIFFERENT
JUDGE YOUR TIMING CAREFULLY
Source: Flurry, Sept 2012
It’s NOT AS PERSONAL A DEVICE
59% of tablet owners share their device
49% with their spouse/partner,
22% with children,
9% with others
Source: Forrester
THE Tablet IS THE WIZARD OF SCREENS
Source: Microsoft, Meet the Screens
Relationships still forming
The tablet is a constant source of amazement and
wonder.
It shows awesome power, scope and range
The growth and capabilities of the tablet are exponential
However, tablets are nascent in their development and consumers are still forming relationships
with themSource: Microsoft, Meet the Screens
PLAN AROUND TABLET ATTRIBUTES
For marketers, tablets are flexible & nimble
Different strategies needed for TABLETS
• Don’t lump smartphones and tablets together
• Think about usage in home context - tablets aren’t actually that mobile
• Make the experience immersive, especially for those researching and discovering brands and products
• Extend ATL media such as adding new layers to TV content
• Consider for harder to reach audiences who spend less time with TV and print
PEOPLE GETTING IT RIGHT
Axe GRAPHIC NOVEL
WIReD PUZZLE ADVERT
AMAZON WINDOW SHOP
CREATE SOMETHING WITH PAPER
SUMMARY
CONSIDER ALL STAGES FOR MAXIMUM IMPACT
1. Tablets are bigger and more disruptive than you may think
2. Consider tablet behaviours in relation to other media when planning. What modes are they in?
3. Play to the tablet’s strength – content, emersion etc. How is it different to a smartphone?
Will tablet be an ‘addictive pill’ for your business in future?
QUESTIONS?