Mobile Web vs. Mobile App

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April 2012

Text of Mobile Web vs. Mobile App

  • Mobile TrendsApril 2012

    1

    Monday, April 30, 12

  • 2Android and Apple iOS currently maintain 77% of smartphone

    marketshare

    Source: ComScore 2012 Mobile Future in Focus

    Monday, April 30, 12

  • 3In June of 2010 Android and Apple iOS maintained just 38%

    marketshare

    Source: ComScore 2012 Mobile Future in Focus

    Monday, April 30, 12

  • 4RIM (Blackberry) lost half of its marketshare in one year going from

    31% in 2010 to 16% in 2011

    Source: ComScore 2012 Mobile Future in Focus

    Monday, April 30, 12

  • 5July 2011 smartphones surpassed feature phones as the top

    acquired device type

    Source: ComScore 2012 Mobile Future in Focus

    Monday, April 30, 12

  • 6By the end of 2011 60% of all new acquired phones were

    smartphones compared to just 20% in December 2009

    Source: ComScore 2012 Mobile Future in Focus

    Monday, April 30, 12

  • 7As a result smartphone penetration in the US is now 42% and is

    predicted to grow to 69% by 2015

    Source: ComScore 2012 Mobile Future in Focus; eMarketer US Mobile Usage Forecast

    Monday, April 30, 12

  • 8Worldwide more than 1 billion people will use mobile devices as their primary Internet access point

    in 2012

    Source: Google Mobile President, Mobile World Congress, 2012

    Monday, April 30, 12

  • 91 million small businesses globally will go mobile with a mobile Web site

    Source: Google Mobile President, Mobile World Congress, 2012

    Monday, April 30, 12

  • Source: ComScore 2012 Mobile Future in Focus

    Online retail is the second fastest growing mobile category increasing by 87% from December 2010 to

    December 2011

    10Monday, April 30, 12

  • Source: ComScore 2012 Mobile Future in Focus

    ....that accounts for 28.5 million consumers accessing online retail

    content via mobile

    11Monday, April 30, 12

  • Mobile Trends by the NumbersMarch 2012

    12

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  • Mobile Trends / top acquired phones

    For 2011 Apple maintained the three top slots for smartphones sold

    The iPhone 4S was the third most acquired phone in 2011 despite not being available for purchase until October 2011

    The iPhone 3GS, Apples value phone, was $99 for the first three quarters of 2011 and became free in Q4 with a 2/yr contract

    Oddly enough only one Android phone was in the top 5 in sales reflecting diversity in the Android ecosystem

    13

    Source: ComScore 2012 Mobile Future in Focus

    This data clearly reflects the diversity and quantity of Android devices

    As of December 2011 70 dierent Android phones were available for purchase within the US

    Monday, April 30, 12

  • Mobile Trends / purchase consideration

    For smartphones consumers rate the OS brand as the number two most important factor for purchase consideration

    While the top purchase consideration factor is network quality of the service provider

    14

    Source: ComScore 2012 Mobile Future in Focus

    Monday, April 30, 12

  • Mobile Trends / OEMs

    The differences between smartphone OEMs and the total mobile space is very interesting with Samsung, LG and Motorola maintaining 59% of marketshare in the US

    These brands are typically associated with Android however they still produce mass quantities of feature phones

    From an OEM standpoint Apple and HTC maintain nearly 50% of the US smartphone marketshare

    15

    Source: ComScore 2012 Mobile Future in Focus

    Monday, April 30, 12

  • Mobile Trends / smartphone penetration

    With the overall growth in the US smartphone universe in 2011 we noticed a sizable shift in the total mobile audience towards smartphones

    The main reasons for the shifts are due to the proliferation and expansion of 3G and 4G networks, device functionality improvements and very aggressive pricing

    The shift in pricing for several devices, typically close to free or free, has allowed smartphone penetration to grab significant marketshare for consumers that traditionally have not purchased a smartphone in the past

    16

    Source: ComScore 2012 Mobile Future in Focus

    US Smartphone Share of Total Mobile Audience

    2010 2011

    Monday, April 30, 12

  • Mobile Trends / growing demographicsIn the past we noticed that smartphones were typically reserved for high income, well educated and households with sizable amounts of discretionary income

    However, the aggressive pricing of these devices has significantly changed the segment

    The top five fastest growing demographics in the US among smartphone users are typically known as price conscious consumers

    The top two fastest growing demographics nearly doubled in 2011 while retired smartphone adoption grew by 92%

    17

    Source: ComScore 2012 Mobile Future in Focus

    Monday, April 30, 12

  • Mobile Trends / smartphone marketshare

    The growth of Android US smartphone marketshare is nothing short of amazing

    In just 1.5 years in the US Android has grown from 12% marketshare to 47%

    Android and Apple are the only two OSs to increase marketshare during this timeframe

    As the chart would suggest a vast majority of RIM customers are shifting to Android devices with new purchases

    18

    Source: ComScore 2012 Mobile Future in Focus

    Monday, April 30, 12

  • Mobile Trends / mobile media consumption

    With the advances made by 3G and 4G networks as well as the functionality and improvements in user experience, 2011 marked shifts in how people used smartphones

    Interestingly enough consumers in the US and EU5 use smartphones very differently with US consumers being much heavier users of both native apps and the mobile web

    However both markets noticed nearly 30% gains Y/Y for both native apps and mobile web usage for consumption of media

    19

    Source: ComScore 2012 Mobile Future in Focus

    Monday, April 30, 12

  • Mobile Trends / mobile activities

    More than 1/3 of the Americans accessed social networking sites in 2011 with their smartphone

    Nearly 3/4 of Americans sent a text message in 2011 while almost 2/3 took a photo

    1/3 of Americans used or accessed search from their phones in 2011

    Oddly enough just 24%, or 1/4, used their phone to listen to music

    1 in 10 consumers accessed online retail in 2011

    20

    Source: ComScore 2012 Mobile Future in Focus

    Monday, April 30, 12

  • Mobile Trends / top mobile categories

    21

    Source: ComScore 2012 Mobile Future in Focus

    In the US 28.5 million consumers accessed online retail, via both native app and mobile web, in 2011 compared to just 15.2 million in 2010 which marks 87% growth Y/Y and positioned this category as the second fastest growing segment

    Monday, April 30, 12

  • Mobile Trends / mobile usage in retail

    22

    Source: ComScore 2012 Mobile Future in Focus

    The most common activity performed by US females in a retail store is taking a picture of a product while the most common among males is scanning a barcode

    Two activities we feel will significantly grow in 2011 are comparing product prices and found coupons or deals due to the options consumers have to take advantage of these activities

    Monday, April 30, 12

  • Mobile Trends / conclusion

    The smartphone ecosystem is very volatile which is natural due to the nascency of the category

    Currently Android and Apple dominate the space and continue to demand more market share

    Windows Phone, while offering an interesting OS, is not a serious competitor in the space at this time

    We expect RIM marketshare to continue to decline due to the lack of innovation offered by the company

    Mobile media consumption continues to grow at an alarming pace due to proliferation of devices, advances in technology and development for the category

    New consumer segments are being reached, going mainstream, with the aggressive pricing models being utilized by the carriers

    Mobile usage in the Retail category continues to grow, nearly doubling Y/Y, with consumers utilizing mobile for a variety of purposes

    23Monday, April 30, 12

  • Taubman Mobile Web POVMarch 2012

    24

    Monday, April 30, 12

  • Taubman Mobile Web POV / outline

    Taubman Features Review

    Competitive Mobile Web Review

    Competitive Mobile App Review

    25Monday, April 30, 12

  • Taubman Features Review

    26

    Monday, April 30, 12

  • Taubman / mobile web

    This review provides a qualitative evaluation of the primary features that were developed for the Taubman mobile web site and how the competitors align with these features

    27

    Home

    Browse Stores

    Store Details

    Search

    Mall Map

    Personalization

    Get Directions

    Social

    Parking

    Monday, April 30, 12

  • Taubman / mobile web to web / competitive review

    28

    Mall Map Personalization SocialGet Directions

    GGP

    Macerich

    Simon

    Tanger

    West!eld

    ParkingBrowse Stores Store Details SearchHome Valet

    Taubman

    Mobile App

    Competitor Mobile Web features compared against Taubman Mobile Web

    Monday, April 30, 12

  • Taubman / mobile web / differentiationTaubman is positioned with primary points of differentiation within the search, personalization and mall map features

    With search we are the first to market within mobile web with this key feature

    On the personalization front we are the second to market however the T