YOUR CUSTOMERS ARE

ADDICTEDTO MOBILE[DATA STUDY]

Consumer behavior has completed a major shift.

Your customers have forgotten about desktop computers…

Now, they are addicted to mobile.

Overview:1. What are the trends in internet usage? 2. Marketers’ major mobile mistake 3. How to win mobile marketing

Internet Trends

#1

Mobile internet usage now surpasses time spent on desktop/laptop computers.

Since 2008, individual internet usage has doubled from 2.7 hrs/day to 5.6 hrs/day.

+207% increase in internet usage

2.2 hours per day

In 2008, adults used desktops for:

80% of total digital media usage

2.4 hours per day

In 2015, adults use desktops for:

42% of total digital media usage

DESKTOP

0.3 hours per day

In 2008, adults used mobile for:

12% of total digital media usage

2.8 hours per day

In 2015, adults use mobile for:

51% of total digital media usage

MOBILE

KPCB Internet Trends 2015

Ho

urs

per

Day

0

1

2

3

4

5

6

2008 2009 2010 2011 2012 2013 2014 2015YTD

2.82.6

2.3

1.6

0.8

0.40.3

0.3

2.42.42.32.52.62.42.32.2

0.40.30.30.30.30.40.30.2

Other Connected Devices Desktop / Laptop Mobile

Time Spent per Adult User per Day with Digital Media, USA, 2008 - 2015YTD

DATA

2.73.0 3.2

3.7

4.3

4.95.3

5.6

Consumer’s eyes are glued to their phones.

Marketers’ major mistake with mobile

#2

People are attached to mobile, but marketers aren’t acting like it.

Millennials are dependent on their phones.

of millennials say:87%“My smartphone never leaves my side, day or night.”

KPCB Internet Trends 2015

KPCB Internet Trends 2015

Millennial Smartphone Behavior, USA, 2014

DATA

My smartphone never leaves my side, night

or day

When I wake up, the first thing I do is

reach for my smartphone

I spend more than two hours every day

using my smartphone

In the next five years, I believe everything

will be done on mobile devices

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

87%

80%

78%

60%

But marketers are stuck in the past, spending way too

much on print and not enough on mobile.

% o

f To

tal M

edia

Co

nsu

mp

tion

Tim

e o

r A

dve

rtis

ing

Sp

end

ing

0%

10%

20%

30%

Print Mobile

8%

18%

24%

4%

Time Spent Ad Spend

KPCB Internet Trends 2015

% of time in media vs. % of advertising spending, USA, 2014

DATA

$25B+ Opportunity

in USA

←

How to win mobile marketing

#3

Learn to speak the new language of mobile; use authentic photos to engage your audience.

To win mobile marketing, you need to copy the behavior of

your customers.

92% of people use their smartphone to take photos.

(that’s more than any other activity!)

Pew Research Center

Study of Smartphone users in 2014, Samsung

DATA

What do use your smartphone for?

Taking photos

Text messaging

Internet browsing

Sending photos

Emailing

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

76%

80%

84%

91%

92%

% of Total Respondants

87% of millennials use their smartphone camera at least

once per week, usually sharing to social media.

KPCB Internet Trends 2015

Millennial Smartphone Camera Usage, USA, 2014

DATA

How often do you use your smartphone camera?

At least once a day

Every other day

At Least once a week

Never

0% 11.25% 22.5% 33.75% 45%

2%

21%

22%

44%

% of Total Respondants

KPCB Internet Trends 2015

Millennial Smartphone Camera Usage, USA, 2014

DATA

For what things do you use your smartphone camera?

Pictures/videos to post on social media

0% 10% 20% 30% 40% 50% 60% 70% 80%

76%

To adapt your marketing to reach these mobile addicts,

the most important thing is to…

Use authentic, engaging photos.

Learn from how your customers act on mobile.(taking and sharing photos of real life with friends)

Avoid fake, staged stock photos that miss the mark.

Perform better by using authentic photos to make your marketing feel natural in your

customer’s social feeds.

Authentic, Real-World Stock Photography

USE BETTER PHOTOS

All photos sourced from Twenty20.

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Authentic, Real-World Stock Photography

USE BETTER PHOTOS