adtech SF 2012 Mobile apps creating utility and driving downloads Evan Neufeld
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The document summarizes key trends in mobile app adoption and usage from 2011 to the present and future. It discusses how the mobile landscape has changed tremendously in recent years with the rise of smartphones and tablets. It also outlines current mobile behaviors like tri-modal content consumption and high usage of apps for media, games, maps and music. The future is predicted to see exponential growth in mobile access and commerce, with ongoing debate around the roles of apps versus mobile web. Device types, OS wars and the cloud's impact remain wildcards that will influence continued evolution in the mobile space.
adtech SF 2012 Mobile apps creating utility and driving downloads Evan Neufeld
- 1. Key Trends In Mobile App Adoption & Usage In 2011 & Beyond Evan Neufeld, CMO, Mobile Intelligence Solutions Confidential & Proprietary Understand & Profit From the Mobile Internet Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 0 © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved.
- 2. Agenda 1. The Past 2. The Present 3. The Future Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 1
- 3. The Past Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 2
- 4. Tremendous Change Over The Past Few Years 1. The Death of The Pre-Browsing Mobile Internet 1. From 1 in 10 to 4 in 10 2. Vastly Improved Speeds & Feeds 3. The Birth of the Application Ecosystem 1. From 0 to 4 in 10 in 4 Years (give or take) 2. 25 billion downloads for Apple alone YTD in ‘12 4. The Shift from Dumb To Smart Phones 1. The Razr (2002) 2. Palm OS Treo (2002) 3. BlackBerry (2003) 4. The iPhone (2007) 5. From “Mobile” to “Mobility” 1. 8.5mm iPads sold in the US in 2010 Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 3
- 5. The Present Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 4
- 6. Mobile 2.0 Behavior Is Here! 1. Tri-Modal Content Consumption • 1. Apps & Web & Tablets 2. Shopping • 1. 70% use Smartphone while shopping 2. 48% use Smartphone to get coupons 3. Search 1. 20% of all searches now conducted on mobile devices 4. LBS 1. 31% use mobile devices to find local restaurants or local businesses 5. News 1. 50% check news daily Source: The Mobile Movement Study, 2011 Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 5
- 7. Apps A $1O Billion Market, Growing Exponentially Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 6
- 8. What Are We Willing to Give Up To Keep Our Smartphones? Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 7
- 9. The Future Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 8
- 10. Paradigm Shift In Two Years… 263mm Americans Own a Cell Phone 50x Growth in Smart Phone Traffic 1.4 Mobile Devices Per Human 20% of Consumers Own a Tablet 50% of Americans Own Smart Phones Sources: E-Marketer, PEW, Harris Interactive, Cisco Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 9
- 11. All Projections Point to Exponential Growth… Mobile Access to Rival PC Acccess by 2013/14 Mobile Advertising Mobile Searches Grows 2x by Grow 4x by 2015 2015 M-Commerce Spend to Grow 3x by 2015 Sources: e-Marketer, Gartner, RBC Capital Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 10
- 12. Will the Appification of the Web Come to Pass or Not? Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 11
- 13. To Date Preferences Have Depended on Content Type… Prefer Prefer Category apps browser • Consumers prefer using mobile Media and Entertainment: Social networking 54% 46% web browsers to downloadable Local info 46% 54% mobile applications except News 37% 63% when interacting with social Music 55% 45% media, games, maps and Games 61% 39% music. Video 42% 58% Sports 33% 67% Blogs/blogging 25% 75% • For the Media & Entertainment Product reviews 22% 78% and Consumer Travel and mapping: Products/Shopping categories Maps/directions 52% 48% overall, 66% of the respondents Research travel 25% 75% Check travel reviews 23% 77% say they prefer browsers. Check travel itinerary 32% 68% Banking and finance: Check bank account 42% 58% Conduct bank transactions 39% 61% Budgeting 44% 56% Source: Pew Research Center's Project for Excellence in Journalism and Internet & American Life Project 2011 Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 12
- 14. Games, Weather, Social, Maps Dominate Downloads Source:http://www.xcubelabs.com/smartphone-mobile-app-usage.php Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 13
- 15. Demos & Devices Type (inc Tablet) Will Continue to Be the Great Predictors of Adoption & Usage Source: Insight Express Digital Consumer Portrait August 2011 Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 14
- 16. Still A LOT of Feature Phones Out There …. Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 15
- 17. Tablets Have Their Own Unique Use Case: More & Frequent Usage Across Apps & Web Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 16
- 18. Some Wildcards Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 17
- 19. 1. Key Challenges Remain For Apps In Terms Of Discovery & Usage 1. Average adult has JUST 18 apps on his or her phone 2. 1 in 8 users has paid to download an app 3. Vast majority of consumers < 30 mins a day using their apps 4. Time Spent on Android Apps 1. Top 10 = 43% of all usage 2. Top 50 = 61% of all usage 5. Usage skews younger, male, & affluent Source: Pew Research Center's Project for Excellence in Journalism and Internet & American Life Project 2011 Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 18
- 20. 2. Web vs Apps 2.0 Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 19
- 21. 3. OS Wars FAR from Over … 20% 27 % 41 % • Significant Demo & Usage Variance Between OS still 6% • Android Driving Volume of New Phones • Windows Surprisingly Strong • RIM In Free-Fall Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 20
- 22. 4. How Does The Cloud Play Into All This? Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 21
- 23. Conclusion: Learn To Love The Liger ….. Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 22
- 24. Because Evolution Is Still Happening … Understand & Profit From the Mobile Internet © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 23
- 25. Understand & Profit From the Mobile Internet evan@mobintsol.com © 2011 Mobile Intelligence Solutions. Proprietary and Confidential. All Rights Reserved. 24
Editor's Notes
- #2: InWe open OMMA Mobile at OMMA Global with a report on the latest metrics of trends shaping the mobile industry from GroundTruthNumbers to given context to the rest of the day
- #4: 81% of American’s Own Cell Phone121mm Mobile Internet Users Per Month24mm Tablets Sold by end of 201140% of Cell Phones are Smart Phones
- #8: Over half of you also sleep with your phone as well
- #10: By 201453% of all Mobile Phone Users wil use MI82% of americans ….20% of U.S. consumers will own tablets by 2014, Harris Interactive predictsA Forrester report says 195 million tablets will be sold between 2010 and 2015.Background of thisMobile Acees to Rival PC Acccess by 2013 (GART)M-Commerce Spend to Grow 3x by 2015 (to 670 billion)Mobile Advertising Set to explode to from 1.1 in 11 to 2.5 bil in ’15mobile searches will quadruple in the next three years (RBC Capital Markets)10 billion mobile internet evcies by 16 Gloibally (cisco) =1.4 devices per personSmartphone raffia will grow 50x the size it is today by '16
- #11: Mobile Acees to Rival PC Acccess by 2013 (GART)M-Commerce Spend to Grow 3x by 2015 (to 670 billion)Mobile Advertising Set to explode to from 1.1 in 11 to 2.5 bil in ’15mobile searches will quadruple in the next three years (RBC Capital Markets)
- #13: Source:Keynote/Adobe (October 2010)Across all categories, respondents generally prefer using mobile web browsers to downloadable mobile applications except when interacting with social media, games, maps and music.For the Media & Entertainment and Consumer Products/Shopping categories overall, users were asked how they prefer to access content or shop on their mobile devices. In both categories, 66% of the respondents say they prefer browsers.
- #14: http://www.xcubelabs.com/smartphone-mobile-app-usage.php