mobile marketing 2014
DESCRIPTION
An overview of the rise of mobile, mobile marketing and key trends to look for in 2014.TRANSCRIPT
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MOBILE MARKETING 2014
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WHY MOBILE?
WHY MOBILE?
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MOBILE PENETRATION
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MOBILE BROADBAND PENETRATION
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MOBILE SUBSCRIPTIONS
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–ERIC SCHMIDT, EXECUTIVE CHAIRMAN, GOOGLE
“The trend has been that mobile was
winning.It’s now won.”
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MOBILE
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36,000,000 82,109,000
63,395,574 54,861,245
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87%SMARTPHONE USERS SEARCH FOR LOCAL INFORMATION VIA
THEIR PHONE
39%SMARTPHONE USERS HAVE
MADE A PURCHASE VIA THEIR PHONE
62%SMARTPHONE PENETRATION AS
A PERCENTAGE OF THE POPULATION
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• 1 in 7 people worldwide own a smartphone
• The average person in the UK has access to 5.4 devices
• 1 in 4 online searches are conducted with mobile devices
• In one day, more smartphones are activated than babies are born
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• 48% of marketers intend to increase mobile spend in 2014
• Mobile traffic in 2013 grew to 58% of all online traffic, an increase of 42% over 2012
• Sales completed via mobile devices grew 63% year over year, and exceeding 45% of total online sales
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• 80.8% of users read email on mobile devices
• 4.2 billion people use mobile devices to access social media
• 91% of all people on Earth have a mobile phone, and 50% of mobile phone users use their phone as their primary method of getting online
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MOBILE IS THE ONLY SHOW IN TOWN…
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MOBILE MARKETING
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–STEPHANIE BAGHDASSARIAN, DIRECTOR, GARTNER
“Growth will be fuelled by improved market conditions, such as provider consolidation,
measurement standardisation and new targeting technologies, along with a
sustained interest in the mobile medium from advertisers.”
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UK MOBILE AD SPEND (£BN)
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GLOBAL MOBILE AD SPEND ($BN)
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– CLARK FREDRICKSEN, VP, EMARKETER
“Two years ago Facebook and Twitter had no mobile ad business. Today the companies earn between a third and half, respectively,
of all revenues from mobile ads.”
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• Earned 42% of all ad revenue in the US via mobile
• Google services are the top web property on smartphones, reaching 87 percent of the mobile audience through apps and mobile browsing
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• Facebook's UK digital display ad spend was £279m in 2013
• Mobile advertising accounted for approximately half of total digital income
• As of January 2014, 53% of ad revenue driven by mobile
• Facebook controlled 16% of the global mobile ad market in 2013
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• Mobile ad revenues up from £1m in 2011 to £44m in 2013
• Acquisition of MoPub strengthens the mobile ad market
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APPLE
• iOS continues to be the mobile platform driving the most global mobile advertising revenue, 50% in the second quarter of 2013
• The iPhone accounted for 36% of ad revenue while Android phones accounted for just under 28%.
• iBeacon roll-out has commenced
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WHAT WE LEARNED IN 2013
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46% …of users won’t come back to a website that
didn’t load properly on their screen the first time round
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50% …of all mobile searches lead to a purchase
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57% …of users won’t recommend companies with a
poor mobile presence
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59% …of users find mobile ads “useful”
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60% …of Twitter’s ad revenue that will come from
mobile ads in 2014
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70% …of customers welcome mobile ads
…of mobile searches lead to action within 1 hour…of online searches lead to action within 1 month
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85% …of users prefer native apps to mobile websites
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60% …of users prefer the mobile web over apps when
researching products and prices online
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PREDICTIONS FOR 2014
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PROGRAMMATIC
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LOCATION
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VIDEO
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MICROCONTENT
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FRICTIONLESS
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CUSTOMERS IN 2014
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CROWDSHAPED
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WEBSITE
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APPS
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ECOSYSTEM
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DIGITAL STRATEGY
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CONTINUOUS IMPROVEMENT
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