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Reaching Your Mobile Audience Are you Mobile Ready? Increase your audience share
Google Confidential and Proprietary
Digital life Physical life
Google Confidential and Proprietary 4
Google Confidential and Proprietary
The Rise of M-Commerce: Factors in the Equation
23% of time accessing the internet is via a mobile device IAB/PWC mobile study, Apr 2010
12% of all UK shoppers use mobiles to research before they shop ITPro.co.uk, 2010
20 Million mobile internet users in the UK in 2010 Mobile Squared, Oct 2010
38% penetration of 3G in the UK (from 28% in 2009) Morgan Stanley, Nov 2010
42% of UK mobile subscribers have a smart phone
2007:
£40/month for iPhone 2G 2010:
£20/month for iPhone 3Gs Tesco, O2
£500m Value of m-commerce in the UK in 2010 IAB/PWC mobile Adspend study Apr 2010
1Second frequency of sales via a mobile device on ebay
$1 Billion Amazon’s revenue from M-commerce
5
Google Confidential and Proprietary
Transaction value of mobile
payments in the UK
£3.3bn
Source: IAB/PWC Adspend study, Apr 2010
The 2010s Will Be the Decade of Mobile
Source: Morgan Stanley, Nov 2010
Mobile internet users
will exceed desktop users
globally
85% of new
handsets will be able to access the mobile web
Source: MobiThinking, Oct 2010
$6.5bn Redemption
value of Mobile
Coupons in US alone
Source: Borrell Associates, Aug 2010
500m to
3.5bn growth in
mobile internet users globally 2010 → 2015
Source: Ericsson, Mobile Broadband
World, Nov 2010
6
beats
2011
Google Confidential and Proprietary
Source: Google Internal June 2010
Top 10,000 Mobile Queries - Ireland
2007 2010
0%
2000%
4000%
6000%
8000%
10000%
12000%
14000%
16000%
18000%
Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 09 Q4 09 Q1 10 Q2 10 Q3 10
+4300%
Google Confidential and Proprietary
Mobile accounts for 19% of Paddy Power betting
Source: Paddy Power Mar 2011
A bet is made every 3 seconds from a mobile device 31% of all online customers also transact on mobile
Google Confidential and Proprietary 12
79% of large online advertisers
do not have a mobile optimized site
Source: Google research 2010
Google Confidential and Proprietary
Media Consumption Has Shifted, But Are You Reaching Your Audience?
13
21.30%
39.40%3.30%
14%
7.80%
7.80% 0.60%5.80%
Share of Advertising Spend in Ireland
TV
Print Newspaper
Print Magazine
Radio
Online
Outdoors
Mobile
Other
PWC Research 2009, projected Advertising spend in Ireland in 2011
All those mobile users… and this is how little budget is spent reaching them
Google Confidential and Proprietary
5 factors driving the growth in mobile internet usage
14
5.Cloud CompuAng
2.Clever Devices
3.ConnecAvity increasing
4.Costs Decreasing
Transistors per chip
Memory cost
Time
1.CompuAng Power
Google Confidential and Proprietary 16
4 key trends • Entertainment • Immediate • Local • Shopping companion
Google Confidential and Proprietary
125years of Angry
Birds played every day
200 million
mobile playbacks a day on YouTube
Google Confidential and Proprietary 17 Source: Nielsen June 2010, Rovio December 2010, YouTube Internal Data 2010
Mobile entertains us
Google Confidential and Proprietary
1 in 3 mobile searches
is local
After looking up a local business on their
smart phone, 61% of users called the
business and 59%visited.
Google Confidential and Proprietary 19 Source: Kelsey Group 2010, Google User Behavior Study 2010
Mobile is local
Google Confidential and Proprietary
79% of smartphone Internet
users use their smartphones to help
with shopping.
74% have purchased as a result
of using their smartphone while
shopping.
Google Confidential and Proprietary 20 Source: Google User Behavior Study 2010
The ultimate shopping companion
Google Confidential and Proprietary
The Mobile User is Always On
Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010
Daily View Desktop Searches vs. Mobile Searches
Weekly View Desktop Searches vs. Mobile Searches
Google Confidential and Proprietary
Step 4. Check Mobile Website/App
26 26
ü What does your clients website look like on a mobile device?
ü Is there a mobile app available?
Google Confidential and Proprietary
Where do I start?
29
Create a fantastic experience for mobile users
Google Confidential and Proprietary
4
Mobile Website Optimisation
2 White Space
3 1Prioritized
Content
Big Buttons
31
Simple Conversion
Google Confidential and Proprietary
Comscore – web traffic vs app traffic
Be found
Google Confidential and Proprietary
Full Suite of Mobile Advertising Solutions: Search & Display
Display ads m.youtube.com Video Display Ads Search Ads
Display Ad Units 39