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Kelsey: Top 5 Mobile Trends

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Michael Boland Mobile Superforum Intro
15
1 Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved. First…What the Heck is a Superforum? Intro Data: The BIA/Kelsey Take Keynote: Surojit Chatterjee, Product Manager, Google Segment I: Mobile Local App Demos Segment II: Location and Monetization Segment III: Where to Begin? Apps, SMS & Mobile Web
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Page 1: Kelsey: Top 5 Mobile Trends

1

Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.

First…What the Heck is a Superforum?

• Intro Data: The BIA/Kelsey Take

• Keynote: Surojit Chatterjee, Product Manager, Google

• Segment I: Mobile Local App Demos

• Segment II: Location and Monetization

• Segment III: Where to Begin? Apps, SMS & Mobile Web

Page 2: Kelsey: Top 5 Mobile Trends

2

Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.

Our Sponsor: MLM

Contact: [email protected]

Page 3: Kelsey: Top 5 Mobile Trends

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Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.www.shooger.com/app

Mobile Marketing

and

iPhone UsersiPhone Users

Text Text ““iPhoneiPhone”” to 79338 (SWEET) to 79338 (SWEET)

and download the free app.and download the free app.

All Other Phones All Other Phones

Text Text ““KelseyKelsey”” to 79338 (SWEET).to 79338 (SWEET).

Brought to you by

ILM:ILM: 99 Subscribe Now for Conference Subscribe Now for Conference

SpecialsSpecials

Page 4: Kelsey: Top 5 Mobile Trends

4

Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.

Top 5 Mobile Trends

1. Global Mobile Usage: The Leading Indicator

2. Hardware is Getting Smarter

3. Mobile = Local

4. Think Different: It’s not Just the Web on a Smaller Screen

5. Mobile Product Options are Growing… What’s Your Strategy?

Page 5: Kelsey: Top 5 Mobile Trends

5

Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.

Trend # 1: Global Mobile Usage: A

Leading Indicator

Source: Morgan Stanley – Economy + Internet Trends Report, Oct 2009

Page 6: Kelsey: Top 5 Mobile Trends

6

Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.

Mobile Internet Usage: In Perspective

Millions of Users

Source: comScore, eMarketer, CTIA, U.S. Census Bureau

Page 7: Kelsey: Top 5 Mobile Trends

7

Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.

Trend #2: Hardware is Getting Smarter

Supporting Evidence

Verizon & T-Mobile: 40

percent of new

devices sold are smart

phones

Nielsen: Predicts 50

percent Smartphone

penetration by mid-

2011

↑ 10.1 points from Wave II

Source: Mobile Market View Wave III, October 2009, sample = 504;Wave II, October 2008, sample = 512; Wave I, September 2007, sample = 500. Methodology: Online. Cosponsor: ConStat.

↓ 10.1 points from 2008

↑ 10.1 points from 2008

BIA/Kelsey Mobile Market View, Wave III

Page 8: Kelsey: Top 5 Mobile Trends

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Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.

Likelihood of Purchasing a Smartphone

More than one-half of consumers using mobile devices report they are “Very

Likely” or “Somewhat Likely” to purchase a new smartphone within the next two

years.

Source: Mobile Market View Wave III, October 2009, sample = 504;Wave II, October 2008, sample = 512; Wave I, September 2007, sample = 500. Methodology: Online. Cosponsor: ConStat.

Note: Percentages may not total 100 due to rounding.

Page 9: Kelsey: Top 5 Mobile Trends

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Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.

Mobile Internet Access Exploding

• Users accessing mobile web >10 per week now represents one-fifth of the mobile population.

• Mean number of Internet accesses per month, for all users, doubled to 20.

Mean N

um

ber

of In

tern

et

Accesses p

er

Month

, by a

ll U

sers

Source: Mobile Market View Wave III, October 2009, sample = 504;Wave II, October 2008, sample = 512; Wave I, September 2007, sample = 500. Methodology: Online. Cosponsor: ConStat.

Page 10: Kelsey: Top 5 Mobile Trends

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Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.

Trend #3: Mobile = Local

• Portability and location awareness of mobile ~ Immediacy of local

• Google: 1/3 of mobile searches are local.

• Volume of people who access local content on the mobile device is 32.5 million -- a 51 percent YoY increase (comScore).

Page 11: Kelsey: Top 5 Mobile Trends

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Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.

Location-Based Services

About one-quarter of users report using, location aware services (such as

Twitter or Loopt) -- up almost 8 points from 2008.

Source: Mobile Market View Wave III, October 2009, sample = 504;Wave II, October 2008, sample = 512; Wave I, September 2007, sample = 500. Methodology: Online. Cosponsor: ConStat.

Page 12: Kelsey: Top 5 Mobile Trends

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Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.

Commercial Searches in Past Six Months

Searches for local products or services now exceed out-of-market searches by

a wide margin.

Out-of-market searches

Local searches

Source: Mobile Market View Wave III, October 2009, sample = 504;Wave II, October 2008, sample = 512; Wave I, September 2007, sample = 500. Methodology: Online. Cosponsor: ConStat.

Page 13: Kelsey: Top 5 Mobile Trends

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Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.

Trend # 4: Thinking Different

• Mobile isn’t just the web on a smaller screen

• Move beyond “What” and “Where”: Local discovery

• Voice and visual search

• Example: Shopsavvy

• New ad units?

Page 14: Kelsey: Top 5 Mobile Trends

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Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.

Trend #5: Mobile Product Options are

Growing…

• So you want to “get into” mobile?

• First step: Decide your goals (branding, clicks, foot traffic, etc.)

• Second step: choose a platform that meets those goals

• SMS, Mobile App, Mobile Website…

• Partly a numbers game: reach will always be a goal

Page 15: Kelsey: Top 5 Mobile Trends

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Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.

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Of…


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