Understand the Complexity of Digital Media Consumption: Where will your consumers be in 2020 ?

1. Where will your consumers be in 2020?
Elie Boonefaes - Google

2. The desktop-only time is over

3. e-commerce needs to adapt to multi devices
Traffic is shifting to mobile
Example:
Mobile search across the world
Mobile is now a Strong buying channel
Example:
Thanksgiving / black Friday
2013
Avg. shopping
basket value on
Smartphones
mobile ecommerce
Traffic
110$
43%
Mobile Sales
26%
Belgium has a good Tablet adoption,
but is lagging on online Smartphones
usage
Internal Google Data
IBM Digital Analytics Benchmark

4. The Current state of Belgium mobile commerce

5. This is how it could/should be

6. But maybe it’s not worth the effort…yet?
% of Google searches done on smartphones in Belgium
Source: Google Internal
Today we see that 10% of
Belgium searches are
done on a smartphone

7. But maybe it’s not worth the effort...yet?
% of website traffic via smartphones in Belgium
Source: Statcounter
Today we see that 7% of
Belgium traffic is via a
smartphone

8. But maybe it’s not worth the effort...yet?
% of conversions via smartphones in Belgium
For mobile optimized e-commerce
Today we see that 3% of
the conversions is
done by Smartphones

9. When Should you focus on smartphones?
Visits are lagging mobile searches by 6 months
PREDICTION 1
Summer 2014:
website traffic will be 10% smartphone driven
6 months
Conversions are lagging mobile searches
by 18 months
PREDICTION 2
Summer 2015:
Smartphones will generate 10%
of sales in Belgium
18 months

10. What can we learn from other countries?
% of Google searches on smartphones
Source: Google Internal
Belgium is a significant
laggard in mobile
adoption

11. What can we learn from other countries?
% of Google searches on smartphones
Source: Google Internal
But more advanced
countries can help us
model the mobile growth

12. What can we learn from other countries?
PREDICTION 3
2016:
1 out of 3 searches will be done on a smartphone

13. Where will your consumers be in 2020?
Today
2014
PREDICTION 1
website traffic will be 10% smartphone driven
PREDICTION 2
Smartphones will generate 10% of sales in Belgium
PREDICTION 3
1 out of 3 searches will be done on a smartphone
2015
2016
2017
2018
2019
2020

14. Thank You!