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Mobile Web vs. Mobile App

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April 2012
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Mobile Trends April 2012 1 Monday, April 30, 12
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Page 1: Mobile Web vs. Mobile App

Mobile TrendsApril 2012

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Monday, April 30, 12

Page 2: Mobile Web vs. Mobile App

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Android and Apple iOS currently maintain 77% of smartphone

marketshare

Source: ComScore 2012 Mobile Future in Focus

Monday, April 30, 12

Page 3: Mobile Web vs. Mobile App

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In June of 2010 Android and Apple iOS maintained just 38%

marketshare

Source: ComScore 2012 Mobile Future in Focus

Monday, April 30, 12

Page 4: Mobile Web vs. Mobile App

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RIM (Blackberry) lost half of its marketshare in one year going from

31% in 2010 to 16% in 2011

Source: ComScore 2012 Mobile Future in Focus

Monday, April 30, 12

Page 5: Mobile Web vs. Mobile App

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July 2011 smartphones surpassed feature phones as the top

acquired device type

Source: ComScore 2012 Mobile Future in Focus

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Page 6: Mobile Web vs. Mobile App

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By the end of 2011 60% of all new acquired phones were

smartphones compared to just 20% in December 2009

Source: ComScore 2012 Mobile Future in Focus

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As a result smartphone penetration in the US is now 42% and is

predicted to grow to 69% by 2015

Source: ComScore 2012 Mobile Future in Focus; eMarketer US Mobile Usage Forecast

Monday, April 30, 12

Page 8: Mobile Web vs. Mobile App

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Worldwide more than 1 billion people will use mobile devices as their primary Internet access point

in 2012

Source: Google Mobile President, Mobile World Congress, 2012

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1 million small businesses globally will go mobile with a mobile Web site

Source: Google Mobile President, Mobile World Congress, 2012

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Page 10: Mobile Web vs. Mobile App

Source: ComScore 2012 Mobile Future in Focus

Online retail is the second fastest growing mobile category increasing by 87% from December 2010 to

December 2011

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Page 11: Mobile Web vs. Mobile App

Source: ComScore 2012 Mobile Future in Focus

....that accounts for 28.5 million consumers accessing online retail

content via mobile

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Mobile Trends by the NumbersMarch 2012

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Mobile Trends / top acquired phones

For 2011 Apple maintained the three top slots for smartphones sold

The iPhone 4S was the third most acquired phone in 2011 despite not being available for purchase until October 2011

The iPhone 3GS, Apple’s value phone, was $99 for the first three quarters of 2011 and became free in Q4 with a 2/yr contract

Oddly enough only one Android phone was in the top 5 in sales reflecting diversity in the Android ecosystem

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Source: ComScore 2012 Mobile Future in Focus

This data clearly reflects the diversity and quantity of Android devices

As of December 2011 70 different Android phones were available for purchase within the US

Monday, April 30, 12

Page 14: Mobile Web vs. Mobile App

Mobile Trends / purchase consideration

For smartphones consumers rate the OS brand as the number two most important factor for purchase consideration

While the top purchase consideration factor is network quality of the service provider

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Source: ComScore 2012 Mobile Future in Focus

Monday, April 30, 12

Page 15: Mobile Web vs. Mobile App

Mobile Trends / OEMs

The differences between smartphone OEMs and the total mobile space is very interesting with Samsung, LG and Motorola maintaining 59% of marketshare in the US

These brands are typically associated with Android however they still produce mass quantities of feature phones

From an OEM standpoint Apple and HTC maintain nearly 50% of the US smartphone marketshare

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Source: ComScore 2012 Mobile Future in Focus

Monday, April 30, 12

Page 16: Mobile Web vs. Mobile App

Mobile Trends / smartphone penetration

With the overall growth in the US smartphone universe in 2011 we noticed a sizable shift in the total mobile audience towards smartphones

The main reasons for the shifts are due to the proliferation and expansion of 3G and 4G networks, device functionality improvements and very aggressive pricing

The shift in pricing for several devices, typically close to free or free, has allowed smartphone penetration to grab significant marketshare for consumers that traditionally have not purchased a smartphone in the past

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Source: ComScore 2012 Mobile Future in Focus

US Smartphone Share of Total Mobile Audience

2010 2011

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Page 17: Mobile Web vs. Mobile App

Mobile Trends / growing demographicsIn the past we noticed that smartphones were typically reserved for high income, well educated and households with sizable amounts of discretionary income

However, the aggressive pricing of these devices has significantly changed the segment

The top five fastest growing demographics in the US among smartphone users are typically known as price conscious consumers

The top two fastest growing demographics nearly doubled in 2011 while retired smartphone adoption grew by 92%

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Source: ComScore 2012 Mobile Future in Focus

Monday, April 30, 12

Page 18: Mobile Web vs. Mobile App

Mobile Trends / smartphone marketshare

The growth of Android US smartphone marketshare is nothing short of amazing

In just 1.5 years in the US Android has grown from 12% marketshare to 47%

Android and Apple are the only two OS’s to increase marketshare during this timeframe

As the chart would suggest a vast majority of RIM customers are shifting to Android devices with new purchases

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Source: ComScore 2012 Mobile Future in Focus

Monday, April 30, 12

Page 19: Mobile Web vs. Mobile App

Mobile Trends / mobile media consumption

With the advances made by 3G and 4G networks as well as the functionality and improvements in user experience, 2011 marked shifts in how people used smartphones

Interestingly enough consumers in the US and EU5 use smartphones very differently with US consumers being much heavier users of both native apps and the mobile web

However both markets noticed nearly 30% gains Y/Y for both native apps and mobile web usage for consumption of media

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Source: ComScore 2012 Mobile Future in Focus

Monday, April 30, 12

Page 20: Mobile Web vs. Mobile App

Mobile Trends / mobile activities

More than 1/3 of the Americans accessed social networking sites in 2011 with their smartphone

Nearly 3/4 of Americans sent a text message in 2011 while almost 2/3 took a photo

1/3 of Americans used or accessed search from their phones in 2011

Oddly enough just 24%, or 1/4, used their phone to listen to music

1 in 10 consumers accessed online retail in 2011

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Source: ComScore 2012 Mobile Future in Focus

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Mobile Trends / top mobile categories

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Source: ComScore 2012 Mobile Future in Focus

In the US 28.5 million consumers accessed online retail, via both native app and mobile web, in 2011 compared to just 15.2 million in 2010 which marks 87% growth Y/Y and positioned this category as the second fastest growing segment

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Mobile Trends / mobile usage in retail

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Source: ComScore 2012 Mobile Future in Focus

The most common activity performed by US females in a retail store is taking a picture of a product while the most common among males is scanning a barcode

Two activities we feel will significantly grow in 2011 are comparing product prices and found coupons or deals due to the options consumers have to take advantage of these activities

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Mobile Trends / conclusion

The smartphone ecosystem is very volatile which is natural due to the nascency of the category

Currently Android and Apple dominate the space and continue to demand more market share

Windows Phone, while offering an interesting OS, is not a serious competitor in the space at this time

We expect RIM marketshare to continue to decline due to the lack of innovation offered by the company

Mobile media consumption continues to grow at an alarming pace due to proliferation of devices, advances in technology and development for the category

New consumer segments are being reached, going mainstream, with the aggressive pricing models being utilized by the carriers

Mobile usage in the Retail category continues to grow, nearly doubling Y/Y, with consumers utilizing mobile for a variety of purposes

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Taubman Mobile Web POVMarch 2012

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Taubman Mobile Web POV / outline

Taubman Features Review

Competitive Mobile Web Review

Competitive Mobile App Review

25

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Taubman Features Review

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Taubman / mobile web

This review provides a qualitative evaluation of the primary features that were developed for the Taubman mobile web site and how the competitors align with these features

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Home

Browse Stores

Store Details

Search

Mall Map

Personalization

Get Directions

Social

Parking

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Page 28: Mobile Web vs. Mobile App

Taubman / mobile web to web / competitive review

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Mall Map Personalization SocialGet Directions

GGP

Macerich

Simon

Tanger

West!eld

ParkingBrowse Stores Store Details SearchHome Valet

Taubman

Mobile App

Competitor Mobile Web features compared against Taubman Mobile Web

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Page 29: Mobile Web vs. Mobile App

Taubman / mobile web / differentiationTaubman is positioned with primary points of differentiation within the search, personalization and mall map features

With search we are the first to market within mobile web with this key feature

On the personalization front we are the second to market however the Taubman experience is be best in class compared to GGP’s iteration of the feature due to how they execute the feature with an iframe which is broken and inaccessible

The mall map feature employed by Taubman is the first mobile web mall map to feature interactivity while all competitors, if a mall is included, feature a static map

Two other areas of differentiation are store details and social

For store details we provide consistent experience across all retailers, ability to add to favorites and current offer details if they exist as well as click to call

Our social experience is simple and informs consumers, with clickable icons, that we have a presence on these channels

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Taubman / mobile web to app / competitive review

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Mall Map Personalization SocialGet Directions

GGP

Macerich

Simon

Tanger

West!eld

ParkingBrowse Stores Store Details SearchHome Valet

Taubman

Competitor Mobile App features compared against Taubman Mobile Web

Monday, April 30, 12

Page 31: Mobile Web vs. Mobile App

Studiocom feels that this is less of an area of concern as the consumer experience delivered from the mobile web will easily match, and in most areas surpass, the competition

Several factors impact our opinion when considering mobile web vs mobile app

We consider the need for Taubman to reach critical mass, which mobile web allows for, across all smartphone and feature phone platforms as a necessity. Unfortunately mobile app development requires costly development for each platform that an app is developed for.

Taubman / rationale for why mobile web vs app

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In essence with mobile web Taubman will reach 100% of the smartphone marketplace penetration at launch

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Native app development is extremely costly due to independent app development per platform typically leading to 2X to 3X the costs of mobile web development

Taubman / rationale for why mobile web vs app

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Page 33: Mobile Web vs. Mobile App

Taubman / mobile web

The new version of the mobile optimized Taubman website launched in March

This release of the mobile website included major enhancements to the existing version that firmly pushed Taubman ahead of the competition due to the key points of differentiation

We are very pleased with the new website and each of the enhancements made to move Taubman ahead of the competition

The new website provides a very powerful, yet simple, user experience that helps to aid the consumer when visiting a Taubman property

In addition the consumer has the ability to experience the mobile website regardless of what type of mobile operating system or smartphone that they have providing Taubman with maximum reach across mobile devices

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Taubman / mobile webBrowse Stores Store DetailsHome

Mall Map Get Directions

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Personalization

SearchParking

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Competitive Mobile Web Review

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Competitive Mobile Web / simonSimon’s mobile web experience is fairly robust and includes several of the key features that will be included within the Taubman experience. The major CTA on most pages of the site is the mobile app download. Simon does include a nice search feature within the “browse stores” section. Users can easily access other Simon properties by tapping the “change mall” button featured at the top of most pages on the site.

Comparable features include:

Browse Stores Store DetailsHome

Get Directions SocialMall Map

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Home

Browse Stores

Mall Map

Get Directions

Social

Pros - robust mobile design, store search, strong social and app download CTAs

Cons - poor map, extremely long menu nav

Monday, April 30, 12

Page 37: Mobile Web vs. Mobile App

Competitive Mobile Web / ggpGGP delivers a consistent experience from a design standpoint across all of its properties. The major focus of the mobile site is the CTA to download the mobile app which is branded as GGP and not specific to each center. The personalization efforts with “the club” essentially fail in the mobile space as this feature is non-functional while the links to the social pages are virtually “untappable” due to size.

Comparable features include:

Browse Stores Mall MapHome

Get Directions SocialPersonalization

Links to social properties

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Home

Browse Stores

Mall Map

Personalization

Get Directions

Social

Pros - CTA to download mobile app

Cons - overall poor mobile execution, static mall map, no search

Monday, April 30, 12

Page 38: Mobile Web vs. Mobile App

Competitive Mobile Web / macerichThe Macerich centers are using a template approach very similar to GGP. The experience is fairly underwhelming and basic due to the lack of information available for the consumer.

Comparable features include:

Home

Browse Stores

Store Details

Get Directions

Social

Browse Stores Store DetailsHome

Get Directions Social

Link to Google Maps

Links to social properties

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Pros - excellent mobile design, strong social CTAs

Cons - limited content, no mapping

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Competitive Mobile Web / tanger outletsThe Tanger Outlets mobile website allows users to easily select which center they would like to visit and then allows them to access that location. Unfortunately the experience is not very user friendly and relies heavily on text and hyperlinks to access sections of the site which creates tapping on links a difficult action with the font sizes being so small.

Comparable features include:

Home

Browse Stores

Get Directions

Browse StoresHome

Get Directions

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Pros - N/A

Cons - poor mobile design, limited content

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Page 40: Mobile Web vs. Mobile App

Competitive Mobile Web / westfieldWestfield, much like Simon, delivers a consistent and useful user experience with a design that is built for mobile with large tappable graphics and information on each center. However they do not utilize the Google Commerce feature with the mobile web and bypass search completely with mobile web. Users can easily switch centers by tapping the the persistent “centers” link prominently featured in the top right of most pages.

Comparable features include:

Browse Stores Store DetailsHome

Mall Map Get Directions

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Home

Browse Stores

Store Details

Mall Map

Get Directions

Pros - consistent mobile design

Cons - no search, limited content

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Page 41: Mobile Web vs. Mobile App

Competitive Mobile Web / best in classOut of the competitive review the Simon mobile web experience is currently the best in class after Taubman

The design is very fluid and mobile friendly with large icons, calls to action and social inclusion

The “driving directions” feature is our second favorite feature as it handles the process within the site and does not redirect the user to the default device map app

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Competitive Mobile App Review

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Page 43: Mobile Web vs. Mobile App

Competitive Mobile App / ggpThe GGP mobile app focuses on loyalty and personalization with “the club” loyalty program. The program asks for an email address and phone number. The app also features Point Inside for the in mall mapping.

Major features include:

Home

Events

Directory

Food

Mall Map

The Club

Events DirectoryHome

Mall Map The ClubFood

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Pros - great loyalty integration with “the club”, mapping integration with PointInside

Cons - very limited focus on center

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Page 44: Mobile Web vs. Mobile App

The Simon mobile app takes advantage of localization and pre-loads the mall closest to you. In addition they focus on gift card replenishments and parking.

Major features include:

Home

Deals

Stores

Mall Map

Parking Reminder

Gift Cards

Competitive Mobile App / simonDeals StoresHome

Parking Reminder Gift CardsMall Map

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Pros - search, localization, parking reminder, gift card balance checker

Cons - inconsistent experience from mobile web to app, poor mapping

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Page 45: Mobile Web vs. Mobile App

Competitive Mobile App / tanger outletsThe Tanger Outlets app tends to focus more on stores, but does include some hidden features such as a QR Code Reader and current offers.

Major features include:

Home

Store Directory

Coupons & Offers

Shop

Property Map

Search

Store Directory Coupons & OffersHome

Property Map SearchShop

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Pros - search

Cons - confusing/misleading app icon tray, limited use of visual assets and heavy on text

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Page 46: Mobile Web vs. Mobile App

Competitive Mobile App / westfieldThe Westfield mobile app provides several key features and delivers an exceptional mobile app experience despite its unappealing look. The Google Commerce search feature is the market leading feature and definitely an option that Taubman will need to consider for app development.

Major features include:

Product Search Mall MapHome

Offers & Events DirectoryShopping List

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Home

Shopping List

Mall Map

Offers & Events

Directory

Product Search with Google Commerce

Pros - wonderful tech integration with Google Commerce Search, shopping list and mall map

Cons - poor graphic design

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Page 47: Mobile Web vs. Mobile App

Competitive Mobile App / best in classIn our native app review the best in class among competitors was Westfield

The app contains several features that set it apart from the competition with the most important feature being “product search” which employs Google’s Commerce Search and allows users to view current inventory

In addition the “shopping list” feature is unique and allows users to add products after locating them via the “product search”

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Page 48: Mobile Web vs. Mobile App

Thank you

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