Mobile 101 Class 1: Technology and Mobile Behavior
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The document discusses the landscape of mobile technology, including definitions of mobile devices, app usage, and purchase behavior among consumers. It highlights the growth of smartphones and tablets, the importance of mobile-friendly websites, and the increasing comfort with mobile purchases. The document emphasizes the need for businesses to adapt to evolving mobile technology and consumer behaviors.
Mobile 101 Class 1: Technology and Mobile Behavior
- 1. Technology & Mobile Behavior Mobile Media 101
- 2. AGENDA 1 TECHNOLOGY 2 BEHAVIORAL LANDSCAPE • Defining Mobile • App Usage on Tablets and Phones • Mobile Carriers & Data Offerings • Search Behavior • Key Devices for Mobile Behavior • Purchase Behavior • Operating System Penetration 2
- 3. WHAT IS MOBILE? 3
- 4. WHAT IS MOBILE? A mobile device (handheld device) is a handheld, lightweight, portable computing device, typically having a display screen with touch input and/or a miniature keyboard – and for the purposes of our discussion smartphones and tablets 3
- 5. MOBILE BANDWIDTH • 30x 3G speeds Free Neighborhood Wifi • HSPA/HSPA+ • Long Term Evolution (LTE) 3G 4G BEYOND Tethering Connecting a wireless WIFI enabled device to the 3G or 4G phone connection Targeted to cover low range networks at a higher speed 4
- 6. CARRIERS 34% 32% US Market: Carrier Subscription Share Q2 2012 10% 17% 3%2%3% 5
- 7. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% JAN 2005 MAR 2005 MAY 2005 JUL 2005 SEP 2005 NOV 2005 2005 - 2012 JAN 2006 MAR 2006 MAY 2006 JUL 2006 SEP 2006 NOV 2006 JAN 2007 MAR 2007 MAY 2007 JUL 2007 SEP 2007 NOV 2007 JAN 2008 MAR 2008 MAY 2008 JUL 2008 SEP 2008 NOV 2008 JAN 2009 MAR 2009 MAY 2009 JUL 2009 SEP 2009 NOV 2009 JAN 2010 MAR 2010 MAY 2010 JUL 2010 SEP 2010 NOV 2010 OPERATING SYSTEM SATURATION JAN 2011 MAR 2011 MAY 2011 JUL 2011 SEP 2011 NOV 2011 JAN 2012 MAR 2012 MAY 2012 JUL 2012 Source: comScore Mobile Landscape, Mark Donovan 2012 6
- 8. NEW “UNDERDOG” OPERATING SYSTEMS New Entrants Include: • Tizen (Samsung and Intel) • Firefox OS (Mozilla Foundation) • Ubuntu (Linux operating system) Marker Implications: • Provide even lower price points • Deepen market penetration in the US at an accelerated rate 7
- 9. MOBILE DEVICES – SMARTPHONE SALES • 50.4% of mobile users in the US have a smartphone • Smartphone sales are now over 70% of all mobile phone sales 8
- 10. MOBILE DEVICES – TABLET OWNERS Smartphone 100 MILLION Tablet Device Owners 40 MILLION 1 2 3 4 5 6 7 8 9 10 11 12 Years Post Introduction Source: comScore Mobile Landscape, Mark Donovan 2012 9
- 11. BEHAVIOR 10
- 12. CONSUMER DEVICE BEHAVIOR THROUGHOUT THE DAY Weekday Share of Device Page Traffic in the U.S. Source: comScore Device Essential – Jan 2012 11
- 13. WHAT DO YOU DO? 12
- 14. WHAT DO PEOPLE DO ON THEIR PHONES? Top 10 Smartphone Categories Top 10 Smartphone Categories 90,000 61.6% 70.0% 80,000 57.7% 54.3% 60.0% 52.1% 70,000 48.6% 49.5% 49.3% 43.8% 43.5% 50.0% 60,000 39.9% 50,000 40.0% 40,000 30.0% 30,000 20.0% 20,000 10.0% 10,000 0 0.0% og l l ch s s n s lor ai ai er ng ap ew ew io Em Em B ar th te at gi M N tN oir Se ea sa rm eS k al en W es tg or fo on ini kS W In m tM rs ng in r ts ki o Pe an rta w 2011 or ort st Sp te e N 2012 In tw En al e N l ci cSo ia Source: comScore Device Essential – Jan 2012 June 2011 June 2012 So 13
- 15. TABLET BEHAVIOR Retail appeals more to tablet consumers than smartphone users 39% Sports 48% 25% Retail 51% 38% Entertainment News 56% 49% News 61% 67% Weather 69% 60% Search 74% Smartphone Tablet 0% 20% 40% 60% 80% Source: comScore Device Essential – Jan 2012 14
- 16. SMARTPHONE DEVICE USAGE In App: • While most smartphone users in 2012 had 29+ apps installed on their phones, the average owner only used 12 apps in the past 30 days Beyond the App: • Other behaviors, including Mobile Search (62% Daily) and Social Network (60% Daily) visitation, were most pervasive on a smartphone device 15
- 17. MOBILE VIDEO While not a top 10 content category consumed, 25% of smartphone owners watch videos on their smartphones daily, and 21% watch videos weekly 16
- 18. WHAT DO USERS WANT FROM MOBILE SITES? Mobile-friendly Sites Problem Opportunity • 96% of consumers say they've encountered sites that were clearly not designed for mobile devices • 67% of mobile users say that when they visit a mobile-friendly site, they're more likely to buy a • 40% of users have turned to a competitor’s site site's product or service • 5x More likely to abandon the task altogether 17
- 19. LOCAL MOBILE CONSUMER • Your future customers are literally around the corner, and mobile can get them in your door • Mobile customers use store locators 63 times for every one mobile commerce order - Roughly a third of all searches have local intent • 90% of smartphone users who search for local info take action within 24 hours TOP APPS are LOCAL SEARCH Related: Yelp, Google, Bing, Fandango, Urban Spoon etc. 18
- 20. LOCAL MOBILE SEARCH 19
- 21. MOBILE PURCHASE BEHAVIOR Users are growing more and more comfortable using mobile devices to make purchases, 35% of people in 2012 have made a purchase on their mobile device (up from 29% in 2011) Amazon & the Kindle 20
- 22. POWERING DOWN Mobile technology will continue to evolve, and thus evolve our behavior with it. Amazon & the Kindle Our behavior may also evolve the technology itself. From texting to E-reading to e-mailing to surfing and purchasing, we as chefs need to continue to tweak the Mobile Recipe! 21
- 23. THANK YOU