Social future of mobile

tom@trendstream.net globalwebindex.net

Today

How Social Media is driving mobile

The global picture

Where are we heading?

What is the Global Web Index?

A Global Survey that tracks consumer involvement in social media, the impacts on consumer behaviour and the role for brands

Looks at the creep of web behaviour from PC to mobile environment

Measures the growth of social channels through mobile devices

Today: UK perspective

USA

Canada

Mexico

Brazil

Spain

Netherlands

UK

Italy

France

Germany

Russia

China

India

Japan

South Korea

Australia

Launching with 32,000 consumer opinions annually

July

Decem

ber

Wave 1 Wave 2

16,000 respondents

16,000 respondents

16-64 active web users (online monthly)

Representative by age, gender, income volume of usage, region

Self completion online questionnaires conducted via Lightspeed global panels

30 minute survey

Local language32,000 annual survey release

Social Media is driving the mobile future

UK: Over 23% accessed web last month

Use office

software e.g w

ord processo

r / sp

readsheet

Install a

pplications o

n your m

obile

Sent an email

Browse th

e internet

Record a vi

deo

Sent an M

MS

Played games

Taken a photo

Sent an SMS

0%

20%

40%

60%

80%

Mobile behaviour – last month

MaleFemaleTotal

Mobile behaviour – last month. UK

Up to 40% for younger demographics

Use office

software e.g w

ord processo

r / sp

readsheet

Install a

pplications o

n your m

obile

Sent an email

Browse th

e internet

Record a vi

deo

Sent an M

MS

Played games

Taken a photo

Sent an SMS

0%20%40%60%80%

100%

Mobile behaviour – last month

16-2425-3435-4445-5455-64

Mobile behaviour – last month. UK

Social network updates lead the way!

0%5%

10%15%20%25%

Mobile behaviour – last month

MaleFemaleTotal

Mobile web behaviour – last month. UK

Asia leads the way

Germany

South Korea

Netherlands

Spain

France

Mexico

CanadaBrazil Ita

ly

Australia USA UK

Russia

JapanChina

India0%

5%

10%

15%

20%

25%

30%

35%

Access Social Network on mobile I have in the past month

Mobile social net access

When the technology arrives......

0%

10%

20%

30%

40%

50%

60%

70%

Mobile behaviour – last month iPhone Non iPhone

iPhone users UK

The future is social and mobile

The future: mobile will be just web

Already cannibalising PC web

PC Only: 67.2%

PC & Mobile: 29% Mobile only: 4%

Japan shows the way

PC Only: 44%

PC & Mobile: 21% Mobile only: 34%

13.2%

Searched for a

product to buy

The mobile will be a lead influence device:

TODAY 2020

?

• Social graph online• Augmented reality

The future: Social Augmented Reality

Social will inform everything and everywhere

• Immediate social group• Connected group• People like me

• Actions, behaviour and reviews will be overlaid on our real life experience

So the future?

NOT for the mass market

No interest Maybe interested Definitely Interested0%

10%

20%

30%

40%

50%

60%

70%

80%

Below 1616-2425-3435-4445-54

Future interest: in services that show your location to friends / family

The power of social

Social Media impact is bigger passively

85% used search last month to look

for a specific product

49% used search to look for a specific

recommendation

In all categories

0%

10%

20%

30%

40%

50%

60%

70%

% o

f bu

yers

wh

o p

urc

has

ed

on

lin

e

% of buyers who researched prior to purchase (offline and online)

Source: Global Web Index

More powerful than professional sources

Your country’s leader / politicians

A well known celebrity

The main contacts on your microblog e.g Twitter

A television news reader

A journalist for a national newspaper

The author of a blog you read regularly

A store assistant

A neighbour

A good contact on a social network

A close friend

A family member

1.50 2.00 2.50 3.00 3.50 4.00 4.50

Average

Average Trust – 5 equals very strong trust

Trust in communications Below is a list of people whose opinions you come into contact with on a regular basis. Now think about when you seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you the most accurate opinion? Please score them on a scale of 1 – 5, with 1 = do not trust and 5 = trust strongly.

Consumer dictates content distribution

Music

News Story

Online Videos

0% 5% 10% 15% 20% 25% 30% 35%

Created by a consumer Created by a professional It comes from a site I am familiar with Recently produced / writtenQuality of the production / design My friend recommended it

% important factor

Factors important when looking for content:

All coming to a mobile