Wearables and smartphones in digital marketing

Wearables and smartphones in digital marketing.

Interactive and Digital Marketing 9th of November 2015

Dr Lukasz Piwek@motioninsocial

PEOPLE WITH SMARTPHONES GLOBALLY*

1.8 billionADULTS WITH SMARTPHONES IN UK**

80%EVERYONE WILL HAVE SMARTPHONE BY***

2025*eMarketer (2014) **Ofcom (2014) ***Portio Research (2011)

Number of patent claims potentially at stake in each smartphone

250,000

activity tracking

location

personal assistants

social networking

Jawbone 3 Misfit ShineFitbit FlexNike Fuelband

Basis B1 Apple Watch Moto 360 Microsoft Band

Withings Pulse

Sproutling Baby Monitor

Nuubo NECG Minder

NeuroSky MindWave DuoFertility

Withings AuraWithings

Smart Scale

WEARABLE SHIPMENT VOLUMES IN 2014*

19 million

*IDC (2014) **Juniper Research (2014)

global spending $700 million**

WEARABLE SHIPMENT VOLUMES IN 2018*

111.9 millionglobal spending $2.4 billion**

PREDICTED

we continuously generate

digital traces of our behaviour

such as search / click / view / like /

share / follow / check in / passive tracking

The Age of Personal Big Data

tracking and profiling digital consumption (and virtual currency) “digital dark side”

trackingand

profilingdigital consumption (and virtual currency) “digital dark side”

Call logs

Phone status logs

SMS logs

App use logsMicrophone

Accelerometer

Light sensor

Camera

Touchscreen

Speaker

Vibration

GPSCellular network WiFi BluetoothNFC timelocationproximity to devices

ambient light intensityspatial orientation

movement levelfeedback

controlinput

analysis of call logs can reveal exact structureand strength of your social tiesOnnela et al. (2007) Eagle et al. (2009a)

only four points from cell towersare enough to uniquely identify 95% of the individualsde Montjoye et al. (2013a)

stress level can be detectedwith 80% accuracyby capturing only a few wordswith microphoneLu et al. (2012)

call logs, SMS logs,Bluetooth scans, and application usagecan be used to predict personality traitswith up to 70% accuracyde Montjoye et al. (2013b) Chittaranjan et al. (2013)

accelerometerscan be used to predict whether you’re sleeping,walking, sitting, jogging, cycling, or drivingwith up to 95% accuracyKhalil & Glal, 2009 He & Li, 2013 Behar et al. (2013)

wall content depends on likes, clicks, comments, scrolling speed, cursor locationBakshy et al., 2015

collection of your likescan reveal your:agegenderethnicityhappinessintelligenceuse of drugspersonality traitsparental separationreligious and political viewsKosinski et al., 2013 Kross et al., 2013 Lambiotte et al., 2015

recommendation system based on viewer demographics, history, ratings, browsing patterns

habit detection and suggestion systembased on movement, location, payment history, activity/sleep

consumer habits withpast history of purchases

digitalconsumption

(and virtualcurrency)

tracking and profiling

“digital dark side”

freemium premium preview trial subscription digital rental embedded advertisement pay-as-you-go streaming-without-ownership

digital media sale tactics

mobileis the new shop window

NUMBER OF APPS IN APPLE AND GOOGLE STORES*

2.4 million

*Apple/Google (2014) **Kantar Media (2014)

MEAN VALUE OF APPS INSTALLED ON iOS DEVICES**

£60

NUMBER OF CONSUMERS USING THEIR SMARTPHONE WHILE SHOPPING IN-STORE

70%

NUMBER OF CONSUMERS WHO CALL OR VISIT A BUSINESS AFTER LOOKING FOR LOCAL INFO ON THEIR PHONE

77%

(2013)

(2012)

consumersco-create

advertisingand branding

MORE VIDEOS UPLOADED TO

every 60 daysthan the top three broadcasters produced

in 60 years

(2014)

ONLINE VIDEO ADS RECEIVED

18.3%more viewer attention than TV commercials

(2012)

AVERAGE NUMBER OF USERS PIRATING WORLDWIDE PER DAY

Game of ThronesBreaking Bad

The Big Bang TheoryOrange is the New Black

True DetectiveHouse of CardsMasters of SexModern Family

FargoHomeland

0 75,000 150,000 225,000 300,000

(data: Times)

“digital dark side”

tracking and profiling digital consumption (and virtual currency)

Data breaches

Darknet

Privacy issues and identity theft

major usability & technical issuesdata discrepancies

low build quality and design issues short battery life

overcomplicated interface issues with bluetooth synch

no intelligent feedback problem with raw data access (closed API)

problem with data ownership

lukasz.piwek@uwe.ac.uk@motioninsocial

motioninsocial.com

thank you!