ITS ABOUT ME
Digital life2.0
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CONTENTS
MY TECHMY BEHAVIOURMY LIFE
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#how did I do things before I had my phone?
Unique mobile users 3.649 Bn ( 51% penetration)
2.7 Hrs of internet via mobile
76%61%72%50%48%50%Mobile as a share of nation-wide web
traffic5.7min.in a Session
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#My phone, my life manager - Penetration and time spent increase
: Mobile phone :Luxury to necessity . Love hate relationship of
being tethered, 3
The mobile userASIA AND REST OF THE DEVELOPING WORLD ARE DRIVING
MOBILE GROWTH
THE PHONE IS PERSONAL, NOT SHARED
MOBILE BROADBAND IS GROWING FASTER THAN LAN
IN ASIA & MEO, THE PHONE IS USED TO ACCESS MORE CONTENT THAN
ANY OTHER DEVICE43% of consumers feel their smartphone is critical
and that they cannot live without it.
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MY TECH : Different behaviouracross multiple devices
62% ( -13%) of web page views31% ( +39%) of web page views7% (
+17%) of web page views0.1% ( +18%) of web page views
91% of internet users80% of internet users47% of internet
users37% of internet usersResearch, decide, buyPrimary window to
online, quick discovery, entertain me on the moveEntertain and
relaxEntertain, engage novelty and adaptiveSource: We Are Social
2015
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#http://www.tatacommunications.com/sites/default/files/ConnectedWorldII.pdf5
DIFFERENT DEVICES MEAN DIFFERENT BEHAVIOURSCONTENT STRUCTURES
ARE DETERMINED BY DEVICE, OBJECTIVE AND TIME OF DAY
ITS IMPORTANT TO HAVE COORDINATED PRESENCE AND SYNCHRONIZED
CAMPAIGNS ACROSS MULTIPLE SCREENS
LAPTOP/PC USAGE IS DECREASING BUT DEPTH OF SESSION REMAINS MORE
OR LESS CONSTANT
USE OF MOBILE IS INCREASING, WITH MORE SESSIONS OF SHORTER
DURATION
TABLE T IS PRIMARILY FOR RELAXATION AND USED AT HOME64% of
respondents reported feelings of fear, anxiety and anger when not
connected to the Internet.Source: Connected World Study Oct
2014
#Some are willing to trade alcohol, chocolate, TV or sports for
internet access and 5% are even willing to give up intimacy! 6
I use all my tech, some- times even at the same time
Dependent on contextMoving between devicesDevice on the move
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#http://flurrymobile.tumblr.com/post/115191945655/the-rise-of-the-mobile-addict
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MULTIPLE DEVICES FOR A TASKUSE IS DETERMINED BY LOCATION AND
TASKS TO BE PERFORMED
SEQUENTIAL USE: STARTING A JOURNEY ON ONE DEVICE AND CONTINUING
IT ON ANOTHER
PARALELL USE : UNRELATED USE OF MULTIPLE DEVICES AT THE SAME
TIME
SIMULTANEOUS USE: USING TWO DEVICES TO FULFILL A TASK OR
COMPLETE AN EXPERIENCESource: Multi-screen World, Google63% of
users search again on the second device before resuming their
journey.
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Technology at my finger tips has changed my behaviour, but not
my goals
How I speak upHow I celebrateHow I design
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OFFLINE GOALS MOVE ONLINEPRESENCE IS OFTEN MARKED BY A CHECKIN
OR A SELFIE
CROSS-TECHNOLOGY PLATFORM USED TO ENABLE ACHIEVEMENT OF A
GOAL
EXPECTATIONS ARE THAT TECHNOLOGY MAKES A BEHAVIOUR EASIER AND
RESPONSE TIMES SHORTER
SOCIAL VALIDATION, GAMIFICATION AND EXPERIENCE DRIVE
ADOPTION> 1 Million selfies are taken each day across the
world.Source: Techinfographics 2014
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I am the same, even online
Speaking up for what matters
Finding people like meSharing a joke
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#Expert and novice at the same time , a very vocal community,
very motivated. Mom as a search ninjaImportance of give and take
info mom-bloggers, novice/expert quora, forums, bloggers, websites
babycenter
Joke: japan and jokes : April fools day as a global trend
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I POST, THEREFORE I AMONLINE COMMUNITIES & TRIBES HELP
PEOPLE CONNECT TO THOSE WHO LIVE IN SIMILAR CIRCUMSTANCES AND HAS
ANSWERS FOR SIMILAR PROBLEMS
MOVEMENTS ARE ABOUT COMMON GOALS AND SOCIAL CONSCIOUSNESS OFTEN
LED BY PASSIONATE ADVOCATES(NOT INFLUENCERS)
THERE IS NO LIMITATION ON NUMBER OF TRIBES THAT A PERSON MAY BE
A MEMBER OF : THIS IS DETERMINED BY PURPOSE AND INTEREST 57% of
respondents felt more connected to people than in the past, due to
the use of social mediaSource: Pew Research Center 2014
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My world has expanded and yet it gets smallerConnections and
PersonasLearning what I wantMy personal soap-box
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Democratization via the internetPEOPLE ADOPT DIFFERENT PERSONAS
BASED ON THE SOCIAL NETWORK THEY ARE ON
PUBLIC CONVERSATIONS ARE ABOUT PROJECTING AN IDENTITY, PRIVATE
CONVERSATIONS ARE ABOUT CONNECTIONS
ONLINE LEARNING IS PULL BASED AND GOAL ORIENTED. LEARNING
IMPROVES LIFE AND CAREER
EVERYONE HAS A PERSPECTIVE ON SOCIEITY. BUT SOCIAL CONTENT AND
CHANGE CURATORS ARE THE NEW SOCIETAL CATALYSTS In 2010, 79% of
people surveyed globally believed that the internet should be a
fundamental right.Source: BBC Global Internet poll 2010
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My life is online and theres an app for that
Total App Installations24% will use it once26% will use again in
24 hrs13% will retain it
26.2 Apps/phone
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#Around half of the 3,000 respondents across the key markets in
Southeast Asia Indonesia, Malaysia, Philippines, Singapore,
Thailand and Vietnam have downloaded games and apps (67 percent),
and videos (46 percent) in the last month.
http://info.localytics.com/blog/time-in-app-increases-by-21-across-all-appsCody
hot5 fitness, Pact, Carrotfit, Human15
My life is online and theres an app for that
The App LifecycleApps people loveSocialised App
ExperienceSource: Localytics 2015
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#Around half of the 3,000 respondents across the key markets in
Southeast Asia Indonesia, Malaysia, Philippines, Singapore,
Thailand and Vietnam have downloaded games and apps (67 percent),
and videos (46 percent) in the last month.
Nike + Run Club provides training program through its WeChat
account. Users can choose a goal, and the app provides a training
schedule. Users can also start running and ask your friends to join
you at the finishing location. 16
APPS ARE ABOUT ENGAGEMENTLIKE CAMPAIGNS, APP ALSO NEED TO BE
SINGLE MINDED AND EXPERIENCE DRIVEN
AN APP HAS TO SELL ITSELF BEFORE CONSUMERS ADOPT IT
CONSUMERS KEEP, AND USE FEWER APPS THAN THEY DOWNLOAD, THE REST
GET UNINSTALLED
AN APP IS BEST MEASURED BY THE NUMBER OF PEOPLE USING IT, THAN
THE NUMBER OF DOWNLOADS
Source: GSM Arena 2013 The average smartphone user downloads
26.2 apps only 5.6 of which are paid
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ENTERTAIN ME, ENGAGE ME, REWARD MEContent that entertainsContent
that engages and rewards
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CONTENT IS BETTER WITH AN ECOSYSTEMCONSUMERS DEMAND GOOD
CONTENT, IN EXCHANGE FOR THEIR ATTENTION
A PLANNED ECOSYSTEM SUPPORTS AND AMPLIFIES GOOD CONTENT
CONTENT WORKS BETTER WHEN INTEGRATED ACROSS ALL TOUCH POINTS
INFLUENCERS AND ADVOCATES DRIVE REACH AND CONTENT
ENGAGEMENTTrust in owned digital channels have increased by 10%
among Millennial consumersSource: Pew Research Center 2014
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Social is my new pre-searchDiscovering connections
Discovering opinions of those like me & who know
meDiscovering options right for me
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#ZMOT, Options right for me ,product comparisons, tech specs
that meet my needs20
USER ENGAGEMENT ON SOCIAL NETWORKS IS EVOLVING
LIKES, SHARES, TWEETS & COMMENTS ARE ENGINES OF HUMAN
CONNECTION
SOCIAL NETWORKS ARE OFTEN THE FIRST PLACE PEOPLE DISCOVER WHAT A
BRAND IS ABOUT
FACEBOOK IS EVOLVING INTO A CONTENT-BASED REACH CHANNEL,
ENABLING CUSTOMISED CURATED DISCOVERY
TWITTER IS BECOMING THE VILLAGE SQUARE88% of Millennials
discover content via Facebook and 83% via Youtube, at least
occasionally.Source: GlobalwebIndex2014
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I trust experts, friends and my communityImpact of experts
Impact of an influencer
An Influencer Ecosystem
Source: Alexa 2015
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#Kia Mohave,Toyota landcruiser, Peugeot 201, prado 2015,
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CONSUMERS LISTEN TO VOICES THEY RESPECTPROXIMITY AND CONNECTIONS
TRUMP POWER AND FAME WHEN IT COMES TO INFLUENCE,
INFLUENCERS AND ADVOCATES IMPACT EVERY STAGE OF THE PURCHASE
FUNNEL
THESE TRUSTED VOICES COMMAND MORE CREDIBILITY THAN BRANDS, EVEN
WHEN PAID
INFLUENCERS ARE BEST LEVERAGED IN CONTEXT OF AN
ECOSYSYTEMTwo-thirds of Millenials across the globe would make
purchase decisions based on content shared by peers on social
media.Source: eMarketer 2014
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DEVICES ARE everywhere, but not everyone likes it
Super users check their phone up to 150 times in a 16 hr waking
day.Source: Flurrymobile 2014
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