MOBILE TAKEOVER
They’re not just for making calls anymore.
Location-based Apps • M-Commerce • Mobile Advertising
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To give you an idea of just how HUGE the
mobile landscape is...
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Over 70% of the world’s population now have a mobile phone.
That’s over 5 billion mobile subscribers.
30%
70%
mobile subscribers
5,000,000,000
Source: http://www.digitalbuzzblog.com/mobile-statistics-2011-growth-of-mobile/, and Sybase, a SAP mobile intelligence company
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In the United States, 9 in 10 people have a mobile phone.
Source: http://www.digitalbuzzblog.com/mobile-statistics-2011-growth-of-mobile/, and Sybase, a SAP mobile intelligence company
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2010
At the end of 2010, nearly 1 in 3 mobile users in the U.S. owned a smartphone.
Source: Nielsen
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And it’s still growing...
0
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The number of mobile users is
expected to grow to 5.9 billion 2013
5.25 billion 2012
4.6 billion
2011
Source: IDC & Infonetics Research
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Mobile will soon be the dominant source for the Internet,
surpassing desktop and laptop computers.
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By 2014
mobile internet is projected to take over desktop internet usage.
Global Mobile vs. Desktop Internet User Projection, 2007 - 2015
Mobile
2000 Internet
Users
1600
Internet Users (MM)
Desktop
1200 Internet
Users
800
400
2007 2009 2011 2013 2015
Source:: Microsoft Tag, 2011
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MOBILE & SOCIAL
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91% of mobile users access the internet to socialize.
Source: Microsoft Tag, 2011
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AT &T
20% is to view a video.
11% is to contribute to charity.
29%
of mobile users will scan
a mobile tag to get coupons.
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MOBILE + LOCATION
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78% of mobile consumers use location-based apps
29% of them use them multiple times a day
42% rely on location-based services to find store locations
Source: eMarketer.com, SNL Kagan, “Economics of Location-Based Services” as cited in press release, Oct 21, 2010
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Overview of Location-Based Apps
Recommendation-based
Game-based
Deal-based
Other
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WHY DO PEOPLE USE LOCATION-BASED APPS?
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Reasons for Using Geolocation Apps
Get informed 64.6%
Meet up with friends 43.2%
Meet new people 14.8%
Competition 8.6%
e.g. Points, Expert status,
Fourquare “Mayor”
% of UK & US mobile wi-fi users
Source: eMarkter.com, Webroot survey by e-Rewards, July 13, 2010
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Most Valuable Aspect of “Checking In” to a Location via a Mobile App
Deals &
promotion 29%
Sharing my location 17%
Association with
14.%
cool places
Scoring points 7%
% Mobile Wi-Fi Users
Source: eMarketer.com, JiWire, “Mobile Audience Insights Report: Q3 2010” Nov 17, 2010
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MOBILE SHOPPING
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11% of U.S. mobile phone users (9% of
the entire U.S. adult population) have made a purchase from
their mobile device.
20% of 18-29 year olds made purchases.
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Smartphone Usage for Holiday Shopping Among U.S. Smartphone Owners
Look for a
Better Price 29%
Look for product reviews 23%
Receive sale alerts 22%
Search for products at another store 20%
Use mobile barcode scanning technology 19%
Use coupons received on their phone 19%
Source: InsightExpress as cited in press release, Dec 6, 2010
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MOBILE ADVERTISING
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34% have clicked onto ads because of a location specific message.
63%
are more likely to engage with an ad
that is relevant to their location.
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HOW LIKELY ARE YOU TO
ENGAGE WITH AN AD
THAT IS RELEVANT TO YOUR LOCATION?
Q1 2010 Q4 2010
18%
45% 13%
37%
30% 57%
More likely
Makes no difference
Less likely
11% growth
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17%
of mobile consumers make purchases via a mobile device post-ad.
20% also make brick-and-mortar store visits after seeing relevant mobile ads.
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EXPECTED ANNUAL GROWTH
Ad Spend 2009-2012
43%
30%
Social Mobile
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Ways that US Retailers Leverage Their Mobile Solutions
Fully functioning
mobile site 51.9%
Showcase a select group of products 33.3%
Store locator 23%
Coupons/marketing based on location 11.1%
Gaming 11.1%
Participate in location-based 11.1%
QR codes 1.7%
Other 7.4%
Source: Brand Anywhere and Luth Research Study, October 2010
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How does the impending Mobile Takeover affect
your brand ?
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