mobile: the urgency. the opportunities
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July 30, 2012 ● @TheTimHayden
Mobile
The Urgency. The Opportunities.
3
What’s this
All About?
(insights we have on some fresh numbers from the fine folks at Edison Research)
4
Where does Mobile fit?
(the world with mobile…the mobile life)
THE CURRENT DIGITAL ECOSYSTEM: WEB, SOCIAL, MOBILE, SEARCH
TODAY’S DIGITAL ECOSYSTEM
Mobile
Properties
Internal Properties (Intranets etc.)
External Social Networks External Websites BRAND
WEBSITES
CORPORATE
WEBSITES
MULTIBRAND
WEBSITES
RICH MEDIA
PARTNERSHIPS
CORPORATE
MULTIBRAND BRANDS
BLOGGER
OUTREACH BLOGS
ADS
BANNER ADS
Paid +
Earned
Owned +
Earned
sea
rch
eng
ines so
cial sha
ring
…but, there’s a new sheriff in town…
MOBILE TECHNOLOGY AND BEHAVIORS PART OF EVERYTHING
TOMORROW’S DIGITAL ECOSYSTEM
Internal Properties (Intranets etc.)
External Social Networks External Websites
Paid +
Earned
Owned +
Earned
sea
rch
eng
ines so
cial sha
ring
BRAND
WEBSITES
CORPORATE
WEBSITES
MULTIBRAND
WEBSITES
RICH MEDIA
PARTNERSHIPS
CORPORATE
MULTIBRAND BRANDS
BLOGGER
OUTREACH BLOGS
ADS
BANNER ADS DIGITAL OOH NICHE APPS
LOCATION BASED
MOBILE LIFE
HOME WORK STORE PLAY
MOBILE BEHAVIOR, OR BEHAVIOUR
Tablets • “Lean Back”
– Browser
– News/Media
– Long Form Content
– Shopping: M-Commerce
– Games
– Utility: Home & Business
Smartphones • “On-the-go”
– Texting
– Social
– Search/Inquiry
– Shopping: Deals/Payments
– Games
– Utility: Life & Play
NOTE: Use of both the browser and email are equally popular on smartphones and tablets, as so
much of application verification and communication (with other utilities such as calendars)
behaviors require use of these legacy-desktop tools.
The “consumer
journey” involves
much more than an
understanding of
individual behavior.
It also requires
deep awareness
and respect for the
surrounding
influences and
lifestyle preferences
that shape the use
of technology and
the consumption of
media.
BARRIERS TO ADOPTION ADOPTION OF NEW TECHNOLOGY IS AFFECTED BY
EXISTING AND EVOLVING BEHAVIORS
The Mobile Things We Do
(smartphone use today)
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WE LOVE OUR CAMERAS
WE LOVE THE INTIMACY
WE LOVE THE UTILITY
WE LOVE THE CONNECTIONS
NPR: “Sideways Traffic” from Social
http://digitalservices.npr.org/post/why-mobile-web-matters - April 5, 2012
Trends Shaping
“Mobile Next”
(the world is a changin’)
32
The Rise of the Supply-Side
Visual Storytelling
250Million
Photos Per Day
The Return of Offline Media
66% of smartphone owners say they
have conducted mobile searches after
seeing an ad on another medium.
- Google / Ipsos Report
Face-to-Face Communications
…and voice: SIRI, GoogleVoice…
Decline in Social Media/Online Attention
• We have better things to do, places to go and people to see.
• It is illegal in almost every state to look at/touch your phone while driving.
• Apps, SMS texting, Apps, email, Apps! • We run into each other if we stare at our phones
while walking. • More!
Think Mobile Behavior
before Mobile Technology
