Mobile Usage In Australia: A Sensis Perspective
•
20 j'aime•1,774 vues
Sensis’ experience of its successful foray into the mobile space was presented at the recent Digitech conference in Sydney. Mobile’s unique ability to connect businesses with consumers has been expounded upon frequently over the past few years, but it’s really in 2012 that we’re finally seeing the much heralded tipping point in terms of usage. Sensis’ mobile portfolio continues to see outstanding growth and in May 2010 it saw 3 million visits during the course of the month.
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à Mobile Usage In Australia: A Sensis Perspective
Similaire à Mobile Usage In Australia: A Sensis Perspective (20)
Dernier
Dernier (20)
Mobile Usage In Australia: A Sensis Perspective
- 1. Mobile Usage Insight Australia Digitech, Sydney June 3, 2010 Lisa Womersley, Sensis
- 2. Critical factors in Sensis’ mobile success KPI’s that matter Web apps vs client apps Location-based insight
- 3. Is it finally the Year of the Mobile ( really? ) Well, it’s smaller than desktop internet right now So Why Care?
- 4. … But But it will continue to grow steadily. And by 2015 the mobile web will be bigger than desktop Internet use.* That’s big. And soon. Morgan Stanley: Mobile Internet Report 2009 http://bit.ly/aFW9Ns
- 5. Why is this happening? 3G adoption Morgan Stanley: Mobile Internet Report 2009 http://bit.ly/aFW9Ns VOIP Social networking Video More affordable data plans Impressive devices
- 6. Critical factors in Sensis’ mobile success What we’ve learned from over 50,000,000 mobile visits
- 7. Over 50,000,000 visits ? And counting
- 8. At Sensis, Mobile now makes up 12% of all digital usage That’s double last year’s share Source: Omniture Site Catalyst April 2010 compared to April 2009; top 4 sites
- 9. Sensis Mobile Portfolio: 64% Annual Growth Source: Omniture Site Catalyst; March 2010
- 10. On average, 39% of traffic to on the iPhone 1 app 1 device Source: Omniture Site Catalyst, April 2010 White Pages and Yellow Pages Mobile comes from
- 12. KPI’s that matter
- 13. Measuring success ? Hits Clicks App Downloads Unique Users
- 14. Measuring success ? Hits Visits Clicks App Downloads Unique Users
- 15. Measure Engagement & Performance Searches Clicks to call Share Directions clicks Save to contacts Photo gallery views
- 16. Have a device optimisation strategy
- 17. Web apps vs client apps
- 18. Web apps vs client apps: what are they? Client apps Web apps
- 19. Web apps vs client apps: the future
- 20. Location-based insight
- 21. Google on Location: “ ” hugely important A signal.
- 22. Source: Omniture Site Catalyst, April 2010 At least 30% of searches on Yellow Pages Mobile request information on local businesses nearby
- 23. How Mobile Advertising Is Different Underlying data overlay Permission-based Location dependent
- 24. Meaning? Tech is transformative: Europe + printing press ≠ Europe + books = New Europe The first ‘Augmented Reality’ Source: Media Theorist Neil Postman
- 25. Meaning? Personalised, location-aware mobile is transformative: Person + location-aware device ≠ personalised device = new person ‘ Augmented Communication’
- 26. Analysis of Australian Call patterns We analysed over 3 million call patterns in the Telstra network in May to match user behaviour to potential mobile advertising models
- 27. Time Segment Search term
- 28. 8 am Noon
- 29. Empty Nesters 12pm Friday Young Couples 12pm Friday
- 30. ‘ Pizza’ nearby 12pm Friday ‘ Restaurants’ nearby 12pm Friday Sell: Potential Market
- 31. That’s all. It’s been great . [email_address] @lisawomersley
Notes de l'éditeur
- App usage: a significant boost to mobile traffic
- Consumer are embracing mobile advertising( http://mashable.com/2010/05/12/mobile-advertising-study/) Of the roughly 1,000 smartphone users surveyed, 52% claim they have acted on an advertisement in an app and 18% have made a purchase directly from an ad in an app in the last month. 53% said they were willing to share their location to receive more relevant advertising and a full 76% said they would prefer to download a free, advertising-supported app instead of paying an upfront fee for the same app. “With nearly half of the on-the-go mobile audience saying they are more likely to engage with an ad that is relevant to their current location, this is an opportunity brands and agencies are more rapidly embracing.” Potential Mobile Advertising Models based on call patterns: Selling Time-Dependent Reach – using mobile call pattern modelling Selling segment-specific reach – using call patterns combined with segmentation information Selling search-specific reach – using search characteristics