Time away from your laptop andtraditional media - The trio of

mobile, tablet, and apps.

Claire Fang

Trends

For smartphone and tablet users…• 30% of them use it to

access social networks.• Facebook is the most

used app on Androidamong 14 ~ 44 year olds.

• Spend over 1.5 hoursper day using apps now.

• 21% of the news users rely mainly on apps.• 32% send Facebook updates or tweets from a show.

Change

• Substitute websites for apps.• The amount of time people

spend with different devices, and also their purchases in those categories. A quarter claim they are less likely to purchase a desktop computer.

Change

• A third of tablet owners use personal computers and read books less frequently. One in four read print magazines and newspapers less often. The big exception is TV. Only 12% of them watch TV less frequently.

• 30% of tablet usage occurs while watching TV.

Examples

‧ Three Ring GetTaxi‧

‧Project Glass (http://www.youtube.com/watch?v=9c6W4CCU9M4)

Reminder

• There are 25 billion apps in Apple’s App Store.

• Mobile shopping doesn’t equal mobile purchasing.

• Allowing users to alter push notifications.• When thinking mobile advertising,

think mobile apps.• Customers are not just a source

of revenue, but a channel.

Strategies

• Simple: Keep navigation and scrolling to a minimum.• Access: Be available on any device or operating system

they prefer.• Integration: QR codes, geolocation. Bridge the gap between

online and offline marketing.• Relationships: AR, social networks. Engage, entertain and

add value to bring them back.• Traffic: Buzz, updates. Seek opportunities to boost profits.• Transactions: Arm each channel and salesperson with

conversion tools.• Notification: Alter customers of offers, opportunities,

product lineup changes.

References• Atlani, B. (n.d.). Social mobile apps and augmented reality. Retrieved from: http://www.scoop.it/t/social-

mobile-apps-and-augmented-reality?page=1• Forrester survey. (n.d.). Retrieved from: http://www.forrester.com/The+TabletTV+Connection/fulltext/-/E-

RES61576?docid=61576&intcmp=blog:forrlink• Honigman, B. (2012, April 10). 5 Ways to Market Your Brand With Location-Based Networks. Retrieved

from: http://mashable.com/2012/04/10/marketing-location-networks/• Li, C. & Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technologies. Boston,

MA: Harvard Business School Publishing.• Murphy(2012, April 22). Music Festival Tech Changes Drastically Since Woodstock [INFOGRAPHIC.]

Retrieved from: http://mashable.com/2012/04/22/smartphones-concerts/• Newark-French, C. (2011, June 20). Mobile Apps Put the Web in Their Rear-view Mirror. Retrieved from:

http://blog.flurry.com/bid/63907/Mobile-Apps-Put-the-Web-in-Their-Rear-view-Mirror• Pew Research Center's Project for Excellence in Journalism. (2011, October 25).HOW PEOPLE USE

TABLETS AND WHAT IT MEANS FOR THE FUTURE OF NEWS. Retrieved from: http://www.journalism.org/analysis_report/tablet

• TNW. (2012, April 23). GetTaxi’s iOS app now lets you view taxis in your area and give your location by nearest landmark. Retrieved from: http://thenextweb.com/apps/2012/04/23/gettaxis-ios-app-now-lets-you-view-taxis-in-your-area-and-give-your-location-by-nearest-landmark/

• Viacom Media Networks. (2012, April 17). Tablets Are Leading Alternative For Full-Length TV Show Viewing After Television, According to Viacom's "Tapping Into Tabletomics" Study. Retrieved from: http://www.viacom.com/news/Pages/newstext.aspx?RID=664831

• Yuen, S. (2011, March 3). Augmented Reality (AR) in Education. Retrieved from: http://www.slideshare.net/scyuen/augmented-reality-ar-in-education