This document discusses trends for digital growth, focusing on mobile, search, and data. It notes that 22% of people in the UK access the internet via mobile, but retention of apps is low, with only 4% still being used after 12 months. Mobile optimization could generate £24 million in revenue. Search is critical for travel planning but will evolve to provide more contextual answers and suggestions. Personal data from various digital touchpoints offers opportunities in partnerships, location-based services, and real-time responses.
5. 85 apps downloaded but only 5-10 used per
week
Source: Flurry Analytics Q1 2012
6. App ‘retention’ is therefore difficult
Only 4% of apps make it
through to month 12…
Source: Flurry Analytics
7. Travel apps especially hard to maintain…this
means mobile websites must be optimised
Source: Flurry Analytics
8. But only 54% are optimised
48%
4%
Mobile optimised site
SOURCE: IAB Mobile Travel Audit 2013 Top 60 in category
Tablet specific site
2%
Responsive web
design
9. Mobile optimisation might generate £24m revenue
or 480 jobs
Total Mobile Visits
54% Optimised
Optimised visits
4,698,000
8,700,000
46% Non-optimised
Optimised visits
5% conversion
Actions
234,900
£300 Revenue PP
Revenue
£70,470,000
4,002,000
3% Conversion
Actions
120,060
£300 Revenue PP
Revenue
£36,018,000
£24M opportunity
11. Search is a critical part of most journeys
65% of travellers go research online before
deciding where or how to travel
56% say they always start travel booking
process with a search
25% of traffic to travel category is generated
by search
Source: Google
12. But search is going to change
Answer
Suggest
Anticipate
16. Google Now – the voice activated
recommendation engine for mobile devices
17. Evolution of search, what does it mean ?
•
Context becomes more important
•
Voice commands change queries
•
Longer queries mean more variations
•
The long tail gets longer
•
Personalisation
•
Requires tailored content approach
•
How to scale this – need to become a publisher and a utility
22. Location data powering services
Location Based Offers
Guided Tours using
‘check in’ data
Telematics
Wearables
23. Real time data enables more relevant responses:
content / messages /advertising /service
Real Time
Social Media Response Times
Real Time
Dynamic Location Advertising