April 25th' 2012

1. Time away from your laptop and
traditional media - The trio of
mobile, tablet, and apps.
Claire Fang

2. Trends
For smartphone and tablet users…
• 30% of them use it to
access social networks.
• Facebook is the most
used app on Android
among 14 ~ 44 year olds.
• Spend over 1.5 hours
per day using apps now.
• 21% of the news users rely mainly on apps.
• 32% send Facebook updates or tweets from a show.

3. Change
• Substitute websites for apps.
• The amount of time people
spend with different
devices, and also their
purchases in those categories.
A quarter claim they are less
likely to purchase a desktop
computer.

4. Change
• A third of tablet owners use personal
computers and read books less
frequently. One in four read print
magazines and newspapers less often.
The big exception is TV. Only 12% of
them watch TV less frequently.
• 30% of tablet usage occurs while
watching TV.

5. Examples
‧ Three Ring ‧ GetTaxi
‧Project Glass (http://www.youtube.com/watch?v=9c6W4CCU9M4)

6. Reminder
• There are 25 billion apps in Apple’s App Store.
• Mobile shopping doesn’t equal mobile
purchasing.
• Allowing users to alter push notifications.
• When thinking mobile advertising,
think mobile apps.
• Customers are not just a source
of revenue, but a channel.

7. Strategies
• Simple: Keep navigation and scrolling to a minimum.
• Access: Be available on any device or operating system
they prefer.
• Integration: QR codes, geolocation. Bridge the gap
between online and offline marketing.
• Relationships: AR, social networks. Engage, entertain and
add value to bring them back.
• Traffic: Buzz, updates. Seek opportunities to boost profits.
• Transactions: Arm each channel and salesperson with
conversion tools.
• Notification: Alter customers of offers, opportunities,
product lineup changes.

8. References
• Atlani, B. (n.d.). Social mobile apps and augmented reality. Retrieved from:
http://www.scoop.it/t/social-mobile-apps-and-augmented-reality?page=1
• Forrester survey. (n.d.). Retrieved from:
http://www.forrester.com/The+TabletTV+Connection/fulltext/-/E-
RES61576?docid=61576&intcmp=blog:forrlink
• Honigman, B. (2012, April 10). 5 Ways to Market Your Brand With Location-Based Networks.
Retrieved from: http://mashable.com/2012/04/10/marketing-location-networks/
• Li, C. & Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technologies.
Boston, MA: Harvard Business School Publishing.
• Murphy(2012, April 22). Music Festival Tech Changes Drastically Since Woodstock
[INFOGRAPHIC.] Retrieved from: http://mashable.com/2012/04/22/smartphones-concerts/
• Newark-French, C. (2011, June 20). Mobile Apps Put the Web in Their Rear-view Mirror. Retrieved
from: http://blog.flurry.com/bid/63907/Mobile-Apps-Put-the-Web-in-Their-Rear-view-Mirror
• Pew Research Center's Project for Excellence in Journalism. (2011, October 25).HOW PEOPLE
USE TABLETS AND WHAT IT MEANS FOR THE FUTURE OF NEWS. Retrieved from:
http://www.journalism.org/analysis_report/tablet
• TNW. (2012, April 23). GetTaxi’s iOS app now lets you view taxis in your area and give your
location by nearest landmark. Retrieved from: http://thenextweb.com/apps/2012/04/23/gettaxis-ios-
app-now-lets-you-view-taxis-in-your-area-and-give-your-location-by-nearest-landmark/
• Viacom Media Networks. (2012, April 17). Tablets Are Leading Alternative For Full-Length TV
Show Viewing After Television, According to Viacom's "Tapping Into Tabletomics" Study. Retrieved
from: http://www.viacom.com/news/Pages/newstext.aspx?RID=664831
• Yuen, S. (2011, March 3). Augmented Reality (AR) in Education. Retrieved from:
http://www.slideshare.net/scyuen/augmented-reality-ar-in-education