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Solutions for the connected world How has mobile changed the publishing industry Stephanie Emmanouel, General Manager Connected Customer Marketing @somoglobal @semmanouel
Solutions for the connected world
How has mobile changed the publishing industry Stephanie Emmanouel, General Manager Connected Customer Marketing
@somoglobal @semmanouel
Solutions for the connected world
By 2020 75% of adults globally will have a smartphone
Source: ITU
Internet penetration is rising exponentially
Growth velocity is not slowing
Source: ITU, a16z, 2014
PCs
Smartphones
Tablets
Internet Of Things
Connected TVs
Wearables
Connected Cars
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014E 2015E 2016E 2017E 2018E
Nu
mb
er O
f D
ev
ice
s In
Use
Glo
ba
lly (
In
Tho
usa
nd
s)
The velocity of change
Source: BI Intelligence Estimates, 2014
How often do we touch our phones
per day?
We… tap, swipe and click a staggering
2,617 times per day on average
2 hours and 25 minutes a day
Source: Mobile touches: a study on humans and their tech, June 2016
32%
A day in the life of a
smartphone
9%
68%
81%
80%
37%
9%
34%
89%
27%
78%
29%
32%
Check smartphone in middle of the night
Check smartphone within 5 minutes of waking up
Check text messages first after waking up
Use smartphone while using public transport
Use smartphone at work
Use smartphone for work email
Use smartphone while talking to friends
Use smartphone to pay for public transport
Use smartphone while having dinner with family
Use smartphone to pay for taxis
Use smartphone while watching TV
Check smartphone 5 minutes before going to sleep
Use smartphone for work calls
Source: Deloitte Global Mobile Consumer Survey, May – June
2016
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., September 2015
More digital time is being spent with mobile
62%
54%
38%
65%
60%
55%
50%
45%
40%
35%
30%
Jun 2013 Dec 2013 Jun 2014 Dec 2014 Jun 2015
% S
ha
re o
f d
igita
l me
dia
tim
e s
pe
nt
42%
49%
51%
Mobile
Mobile app
Desktop
% of Time Spent in Media vs. % of Advertising
Spending, USA, 2015
4%
13%
36%
22%
25%
16%
10%
39%
23%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Print Radio TV Internet Mobile
Time Spent Ad Spend
Total internet
Ad = $60B Of Which Mobile Ad
= $21B
Source: INTERNET TRENDS 2016 – CODE CONFERENCE, Meeker June 1, 2016
1
1
Advertising Revenue and Growth Rates (%), USA,
2015
$-
$5
$10
$15
$20
$25
$30
$35
Google Facebook Others
USA
Ad
ve
rtis
ing
Re
ve
nu
e (
$B
)
2014 2015
+ 18% Y/Y
+ 59% Y/Y
+ 13% Y/Y
Source: INTERNET TRENDS 2016 – CODE CONFERENCE, Meeker June 1, 2016
Are there any country specific
differences?
Leading countries are about a year ahead of the pack
Source: eMarketer 2016 data accessed September 2016
Smartphone ownership is growing across Europe
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2015
2016
Source:, GSStatcounter, August 2016 June 2016
iOS is more prevalent in mobile-centric regions
Android iOS
75%
0% 20% 40% 60% 80% 100%
Worldwide
Denmark
Norway
Sweden
UK
Netherlands
Belgium
Finland
Germany
Apple
Other
Android
A 2-speed mobile Europe exists Advanced Developing
Under the hood
Mobile time is increasing and apps dominate time spent
90% 10%
App Browser
Gaming 15%
Social / Messaging 12%
YouTube 3%
Entertainment 17%
Utilities 8%
Productivity 4%
News 2%
Others 10%
Safari 6%
Google Chrome 4%
Source: comScore, Flurry Analytics, NetMarketShare, 2015
35%
Gaming &
entertainment
31%
Social media &
messaging
19%
3hrs 40mins
Confidential and copyright of Somo Ltd.
While there is distinct variation across categories, user retention and frequency are often low
But generating meaningful engagement is a challenge
Retention
over 30 days
21% 28% 14% 7%
Music News
Productivity Finance
Card games 5
3
1
Word games
Weather
Business
Health & fitness
6
35%
Magazines
Action games
Utilities
Travel &
navigation Entertainment
Medical
Lifestyle
Source: Flurry Analytics, August 2016
95%
Of apps are deleted within 3 months of
download
Frequency of use/week
App users are loyalists, web use is broader but infrequent
Engagement
Reach
App audience = Loyalists
Web audience = Infrequents
How news consumption is
changing
21
Growth in mobile audience
Source: Newspaper Digital Audience, Newspaper Association of America, October 2015
0
10
20
30
40
50
60
70
80
90
100
Mobile - Exclusive
UVs
Use both Mobile
and PC
PC only UVs
Trend in platform usage by newspaper digital audience
Adu
lt U
niqu
e V
isitor
s, M
illio
ns
Smart phones are the devices of choice
Source: Newspaper Digital Audience, Newspaper Association of America, October 2015
Smartphone Exclusive
Both Phone and Tablet
Tablet Exclusive
Mobile newspaper audience by device type unique visitors
80%
9%
11%
Mobile users access fewer News sources
Breakdown of number of News sources used per device
Source: Reuters Institute of Digital News Report 2015 (main report, all countries) – % of all
respondents who accessed a news source in last week
0%
10%
20%
30%
40%
50%
Smartphone Tablet Computer
One source
5+ Sources
The evolution of news
NYT Now What’s news
WSJ City
The evolution of news
200k
weekly
AU
1M downloads
$50 p/a
Stepping
stone for
new users to
full
subscription
The Economist Espresso App For those on the move
Source: https://reutersinstitute.politics.ox.ac.uk/news/news-digital-age-and-how-economist-fits-0 June
2105
WSJ and The Economist On line…
The New York Times meets VR
30
The revolution of news
Aggregators
10M magazines
400M downloads
100M MAU
10M+ magazines
70% Mobile
Source: http://www.theguardian.com/media/media-
blog/2014/nov/06/flipboard-revamp-targets-ipad-and-mobile-users
33
Source: http://blog.naytev.com/what-networks-does-buzzfeed-use/
Snapchat Discover
The LADbible 3,078,544,000 monthly video views
Source: The LADbible Stats, September 2016
36
Aggregators
What’s next?
Notifications = Top of the stack visibility
The Quartz app
Intelligent agents
CNN Chatbot
…to Snapchat Spectacles
From Discover…
September 16 41
Stephanie Emmanouel
General Manager – Connected Customer Marketing
somoglobal.com
@semmanouel
