5. Market Share
IOS: 42%
Android: 29%
52% - but growing 4x as fast.
of Australia’s
population has
a smartphone
- 2nd highest usage
rate in the world.
6.
7. 8x faster
45 billion growth rate than
desktop computing
apps by 2015. at the same point
in development.
1st billion
downloads of Android
apps took 2 years.
The last billion
took 60 days.
9. Consumer market drivers & inhibitors
Drivers Inhibitors
• Increase in paid & free made for tablet content • Current lack of discrete, made for tablet content
(eBooks & short digital video) or services
• Push from major print media organisation • Increased adoption of smart phones negating the
(newspapers & magazine) to drive readership to need for some consumers
tablet apps. (eg. News Limited, Fairfax) • Low cost laptops & computers with long battery
life, quick boot up and built in 3G
• Greater familiarity with devices
• End user concerns about battery life, weight,
• Adoption of segments of the market that are not carrying a second device, etc.
as comfortable with laptops/PCs (devices with
keyboards) such as the elderly (over 65 year olds).
• Parents buying devices as ‘child minding devices’
or ‘toys’
• Increase in range of available devices (particularly
Android)
• Decrease in price points & reductions in mobile
broadband fees
• Use of tablets for gaming applications
10. Consumer use of mobile & applications
• Tablets are an experiential device which is often shared by
households
– More users than devices
• 50/50 split over consumer preference between web & apps
11.
12. 1. Mobile entertains us
75%
125
use smartphones
in off-time at work.
years
of Angry Birds are
played every day.
60% 200 million
playbacks a day on
use smartphones YouTube.
on their commute
to work.
13. 1. Mobile entertains us
37%
of Australia’s
mobile data traffic Predicted to be
is related to video.
69%
by 2015.
14. 2. Mobile is immediate
11%
of all travel
enquiries are
made via mobile.
82%
of people booked
within 1 day of departure
vs 45% on desktop.
58%
were within
35km of
their hotel.
15. 3. Mobile connects us locally
66%
of local searches
are from a mobile.
Half of these
result in an action. Smartphones
enable communication
& connect us.
16. 4. Search
• In contrast to desktop, mobile search peaks at
night, weekends & in the period leading into
holidays.
17. 5. Mobile makes shopping easier
72% 1 in 5
changed their
of people use mind in a retail
their mobile
store as a result
for comparison
shopping. of their mobile.
25%
have bought
using their
mobile phone.
18. 5. Mobile is a part of our lives
#1
usage location
is in the home. 44%
of us go to bed
with our phones
in arms reach.
nearly HALF
of users are ‘dual-screening.’
- Integrated messaging
across multiple platforms
is extremely important.
20. What can we do to keep up?
• Create a mobile specific site
– Having a mobile site puts WiTH & our clients ahead of
79% of the competition
• Think about local consumers in local markets
– How can we create relevant & memorable
experiences?
• Get personal
– Mobile is an extra chance to engage with our
audiences
21. What can we do to keep up?
• Learn from our progress and change our process
– Constantly reflect, review and amend our strategy
– Every learning is an opportunity for improvement
22. What about our clients?
Where are the opportunities?
• Consume content
• mCommerce
• mHealth
• Mobile wallet / online banking
• Engagement via SM
• Personalised advertising
