guide to marketing on mobile
TRANSCRIPT
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YOUR CUSTOMERS ARE
ADDICTEDTO MOBILE[DATA STUDY]
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Consumer behavior has completed a major shift.
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Your customers have forgotten about desktop computers…
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Now, they are addicted to mobile.
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Overview:1. What are the trends in internet usage? 2. Marketers’ major mobile mistake 3. How to win mobile marketing
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Internet Trends
#1
Mobile internet usage now surpasses time spent on desktop/laptop computers.
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Since 2008, individual internet usage has doubled from 2.7 hrs/day to 5.6 hrs/day.
+207% increase in internet usage
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2.2 hours per day
In 2008, adults used desktops for:
80% of total digital media usage
2.4 hours per day
In 2015, adults use desktops for:
42% of total digital media usage
DESKTOP
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0.3 hours per day
In 2008, adults used mobile for:
12% of total digital media usage
2.8 hours per day
In 2015, adults use mobile for:
51% of total digital media usage
MOBILE
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KPCB Internet Trends 2015
Ho
urs
per
Day
0
1
2
3
4
5
6
2008 2009 2010 2011 2012 2013 2014 2015YTD
2.82.6
2.3
1.6
0.8
0.40.3
0.3
2.42.42.32.52.62.42.32.2
0.40.30.30.30.30.40.30.2
Other Connected Devices Desktop / Laptop Mobile
Time Spent per Adult User per Day with Digital Media, USA, 2008 - 2015YTD
DATA
2.73.0 3.2
3.7
4.3
4.95.3
5.6
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Consumer’s eyes are glued to their phones.
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Marketers’ major mistake with mobile
#2
People are attached to mobile, but marketers aren’t acting like it.
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Millennials are dependent on their phones.
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of millennials say:87%“My smartphone never leaves my side, day or night.”
KPCB Internet Trends 2015
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KPCB Internet Trends 2015
Millennial Smartphone Behavior, USA, 2014
DATA
My smartphone never leaves my side, night
or day
When I wake up, the first thing I do is
reach for my smartphone
I spend more than two hours every day
using my smartphone
In the next five years, I believe everything
will be done on mobile devices
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
87%
80%
78%
60%
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But marketers are stuck in the past, spending way too
much on print and not enough on mobile.
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% o
f To
tal M
edia
Co
nsu
mp
tion
Tim
e o
r A
dve
rtis
ing
Sp
end
ing
0%
10%
20%
30%
Print Mobile
8%
18%
24%
4%
Time Spent Ad Spend
KPCB Internet Trends 2015
% of time in media vs. % of advertising spending, USA, 2014
DATA
$25B+ Opportunity
in USA
←
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How to win mobile marketing
#3
Learn to speak the new language of mobile; use authentic photos to engage your audience.
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To win mobile marketing, you need to copy the behavior of
your customers.
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92% of people use their smartphone to take photos.
(that’s more than any other activity!)
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Pew Research Center
Study of Smartphone users in 2014, Samsung
DATA
What do use your smartphone for?
Taking photos
Text messaging
Internet browsing
Sending photos
Emailing
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
76%
80%
84%
91%
92%
% of Total Respondants
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87% of millennials use their smartphone camera at least
once per week, usually sharing to social media.
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KPCB Internet Trends 2015
Millennial Smartphone Camera Usage, USA, 2014
DATA
How often do you use your smartphone camera?
At least once a day
Every other day
At Least once a week
Never
0% 11.25% 22.5% 33.75% 45%
2%
21%
22%
44%
% of Total Respondants
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KPCB Internet Trends 2015
Millennial Smartphone Camera Usage, USA, 2014
DATA
For what things do you use your smartphone camera?
Pictures/videos to post on social media
0% 10% 20% 30% 40% 50% 60% 70% 80%
76%
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To adapt your marketing to reach these mobile addicts,
the most important thing is to…
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Use authentic, engaging photos.
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Learn from how your customers act on mobile.(taking and sharing photos of real life with friends)
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Avoid fake, staged stock photos that miss the mark.
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Perform better by using authentic photos to make your marketing feel natural in your
customer’s social feeds.
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Authentic, Real-World Stock Photography
USE BETTER PHOTOS
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All photos sourced from Twenty20.
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Authentic, Real-World Stock Photography
USE BETTER PHOTOS