1© GfK 2013 | Media Playground | 20.March 2013 SETTING THE SCENE: MOBILE OLIVER ROBINSON, GFK.

1© GfK 2013 | Media Playground | 20.March 2013

SETTING THE SCENE: MOBILE

OLIVER ROBINSON, GFK


1.Where are we?

2.Where are we going?


Pope Francis speaks to St. Peter's Square for the first time after he was elected last Wednesday

Paul II’s body is carried across St. Peter’s Square for public viewing following his death in 2005

Pope John


Mobile: really, really big

54% 74%27%

Smartphone Tablet PC / laptop

Source: GfK Integrated Tablet Report (all respondents, n=3,056)

UK device ownership (claimed)


Mobile: really, really big (…and getting bigger)

Source: GfK Consumer Choices, sales data

Tablets

Smartphones

Laptops

Desktops

30 million

0 million

Q3 2007 Q2 2012

10 million

20 million

UK device sales


The internet was once a place we visited...


…but we use mobile in a much more personal way


This means a fundamentally different device relationship


“The clear distinction between on and offline, between human and technology, is queered beyond tenability”

Nathan JurgensonSource: The New Enquiry


12pm12am 12am

NoonMorning Night

Fix

ed

line

inte

rne

tM

obile

We’re using the internet on our mobiles throughout the day…

Source: GfK Connected Life (behavioural data, base 307)

Commute to work


Pre-mobile, the internet was a place we visited……and it’s not all via apps…

54%

Source: GfK Omnibus, January 2013

of smartphone owners use the device to browse the web daily


…although it might not be browsing as we know it

Smartphone

PC / laptop

Average unique domains visitedAverage impressions per domain

2.0 2.7

9.2 7.6

Source: GfK Connected Life (behavioural data, base 307)


What does all this mean for mobile advertising?

If mobile advertising doesn’t respect what users are trying to achieve on mobile devices,it will do more harm than good


1.Where are we?

2.Where are we going?


The smartphone is running out of devices to cannibalise…


“The most important innovation in smartphones will be a product that is not a smartphone”

Horace DediuSource: Asymco


You think fragmentation is bad now?


Pre-internet• Not enough information

Nascent internet• Too much information

Mature internet• Optimal information

GfK Tech Trend: Information Overload

We are here (…for now at least)Source: GfK Tech Trends 2013: https://virallyapp.com/download/tech-trends-2013-alt/179

https://virallyapp.com/download/tech-trends-2013-alt/179




No data

Behavioural data

Contextual data

We should be here!

GfK Tech Trend: Intelligent Design

Source: GfK Tech Trends 2013: https://virallyapp.com/download/tech-trends-2013-alt/179





…so what does this all mean for mobile advertising?

1.Think about context

2.Make sure it’s relevant

(from the consumer perspective, at least)


Contact us

For more information on anything featured in this deck, get in touch:

Oliver Robinson, Research Manager, Technology

T: +44 (0)20 7890 9475

[email protected]

Babita Earle, UK lead Innovation and digital

T: +44 (0)20 7890 9467

[email protected]

mailto:[email protected]




Download Tech Trends 2013

A range of influences will shape the technological landscape this year.

Here we present six trends for 2013 and beyond:

• Managing information overload• The data agenda• Intelligent design• Open-source models• A brand of me• The disruption of hardware

Download the document via the link below:




THANK YOU

@ollyjrobinson

Oliver Robinson, GfK

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1© GfK 2013 | Media Playground | 20.March 2013 SETTING THE SCENE: MOBILE OLIVER ROBINSON, GFK.

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