4. AM – Mobile use evolves through day
• Finance/banking (20%)
• First choice (29%)
Morning
Rush
Breakfast
Slot
• News/weather (29%), and traffic/travel
(13%)
• First choice (34%)
Source: IAB’s Mobile & the Media Day Study, Jan 2011
Base: Average of 500 respondents, over 7 days
5. PM – Mobile use evolves through day
• Careers (10%), search (19%), and
• Social media (41%), music/radio (17%) news/weather (23%)
• Bored (32%), time saving (25%) • Only way to access (19%), private (17%)
Me time Lunch
Break
Feet Up Out &
About
• entertainment (26%), games (25%), sport • maps (13%), directories/classifieds (12%)
(20%) and shopping (18%) and search (20%)
• Instead of PC(21%), time saving (27%) • Prompted by other media (13%)
Source: IAB’s Mobile & the Media Day Study, Jan 2011
Base: Average of 500 respondents, over 7 days
6. 50% of tablet uses are after 7pm
35%
Day in the Life of Device Usage - Weekday
30%
25%
20%
% interactions
15%
10%
Desktop
5%
Mobile
0% Tablet
Night Time 1- Early Morning 7- Late morning Early Afternoon 4- Early Late Evening
3am Morning 4- 9am 10am-12am Afternoon 6pm Evening 7- 10-12pm
6am 1pm-3pm 9pm
Source: IAB Three Device Lives: Tablets in context
7. Tablets can have more impact than
mobile
http://www.youtube.com/watch?v=GyWc-hhfYBk
8. iPad growth rate is phenomenal
Cumulative Units Sold
60000
iPad
iPhone
iPod
Cumulative total units sold (thousands)
45000
NL: 15% access
internet via tablet**
30000 EU: 8%
15000
0
1 2 3 4 5 6 7
Quarters after launch
Source: Asymco ** IAB Mediascope 2012
9. 3 key trends emerging for tablets
Dual Screening Entertainment Retail
51% PC,
29%
Tablet
usage with Tablet,
TV 49%
35% 2:56
Mobile Mobile,
usage 22%
with TV
Which of your
33% devices best 2:12
Laptop / allows you to be
desktop entertained?
usage
with TV
Source: IAB Three Device Lives: Tablets in context / IAB Mojo Study
10. Tablet owners prefer to search on tablets
Desktop/Laptop Smartphone/Mobile
PC+SP Users
51% 49%
T+PC+SP Desktop/Laptop Smartphone/Mobile Tablet
Users 36% 22% 42%
Source: IAB Three Device Lives: Tablets in context N.B. Smartphone sample not asked Tablet option
11. Dual / Triple screening is growing rapidly
iabuk.net/contact
http://www.iabuk.net/research/library/euro-2012-exploring-sports-fan-media-consumption
13. 2011 total mobile ad spend breakdown
Source: IAB / PwC mobile ad spend survey 2011
14. UK Mobile adspend starts to outpace online
1200.00
Online adspend Mobile adspend
£962 1000.00
£825m
800.00
£727
600.00
£449
£465m
400.00
£203.2m
£153m
£197m
200.00
£166m
£28.6m £51m £83.0m
£19m £37.6m
0.00
1998 1999 2000 2001 2002 2003 2004
2008 2009 2010 2011 2012? 2013? 2014?
Source: IAB / PWC Adspend,
Mobile Estimates: First Partner 2011
15. Share of paid search clicks is increasing
rapidly
25%
actual projection
20%
Mobile
Click
Share
15%
Tablet
10% Click
Share
5%
0%
Source: Latitude digital marketing
17. Forward-thinking brands are thinking holistically
Source: GfK/IAB Mojo Study. E2. How have you used your mobile / smartphone to aid your shopping trip?
E3. What were you shopping for when you used your mobile /smartphone to ... - Scan products to find out more information about the item
We know when mobile and desktops are used but it’s really interesting looking at how
One way tablets differ from mobile is the impact they can have which I think this video sums up nicely
And I think a big reason for this is it is so unprecedented. The iphone set records – and blew out the water anything apple had done before.The Ipad does the same all over again.
Well people that own tablets actually pick their tablet as their favourite device to search on. So there is a desire to do it
And the numbers actually doing it are becoming significant – very quicklyThis is a report from latitude who produce an excellent quarterly mobile reportThis looks at share of paid search clicks from their campaigns.As an aside if you needed any proof about mobile search – it wont be far off a quarter of clicks by the end of this yearTablets as well are strating to generate a significant share of search clicks