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Peoples Web Report


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Peoples Web Report

Contents

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02

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0607

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Foreword: Sally Applin, Senior Technology

Researcher and Anthropologist

Paul Berney, CMO & MD,

Mobile Marketing Association

Introduction

Executive Summary

A Blossoming Market

Challenges to be Overcome

Evolving the Mobile Web

The Mobile Web of the Future

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Netbiscuits 2013

Contents

Contributors

Netbiscuits would like to thank the following people who have contributed to

the Peoples Web Report.

Sally Applin, Senior Technology Researcher and anthropologist, the Peoples

Web survey, to provide unique insights into the collective cooperative

behavior shaping the mobile web.

Paul Berney, CMO & MD, Mobile Marketing Association, for providing the

marketers view on how brands should approach the mobile web to better

engage with customers.

Ilicco Elia, Head of Mobile, LBi; Bruce Daisley, UK Director, Twitter; and

Dominique Hazael-Massieux, Mobile Web Initiative Activity Lead at the World

Wide Web Consortium, for providing industry insights on the development of

the mobile presents.

Mike Ellsworth, Program Director, CareerOneStop; and Riko van Santen,

Vice President Digital Strategy & Distribution, Kempinski Hotels, for offering

a brands point of view on the opportunities the mobile web presents.

In addition to the Netbiscuits data, third party data used in the report was

sourced from ABI Research, Arthur D Little, eMarketer, Facebook, Frost &

Sullivan, Gartner, Google, IAB, IDC Worldwide, Infonetics Research, Jellyfish,Kleiner Perkins Caufield & Byers, Localytics, Nielsen and Pew Research.

Contributors

Join the conversation @Netbiscuits,

#peoplesweb


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Foreword

The mobile web and its infrastructure are human

constructs, and our collective cooperative behavior

shapes the outcome of what it will become.

The goal of the Peoples Web Report is to research

peoples global perceptions of the mobile web, and

to make sense of the differences and similarities of

behavior within that context.

At its simplest, the global survey showed that

people want a fast connection, and a more robust

experience from the mobile web. People also care

about protecting themselves from vulnerabilities in t he

network. It would be a mistake however, to think that

one could apply a one-design-fits-all strategy to solve

these issues. There are many aspects of the current

mobile web that people experience in common, but

there are also vast differences in how we experience

this as individuals. How to create space within the

mobile web for those differences will be key to laying

the foundation of the future of communications.

Understanding the relationships between people,

people and their ideas, people and machines, and

machines and machines, and how those relationships

when they need it. The Internet of Things (IoT) will

provide physical environmental experiences using the

mobile web, meaning interoperability will become even

more important. Privacy, security, and trust of both the

mobile web, and its users, will need to be carefully

considered as well.

The role of providers within the web and mobile web

environment has shifted. The model where brands

push content, and consumers receive it is becoming

increasingly outdated. Consumers have become

sophisticated. They are aware of the multitudes of

alternatives available to them, while context-aware

technology has enabled smaller and more local

brands to flourish and to court mobile

web customers.

The most important thing to take away from

this Report is that a study of the mobile web

is fundamentally a study of people and their

relationships. Thus, the branding of the mobile webis relationships, cooperation, communication. For

without relationships, cooperation, and communication,

humans are not capable of survival. We are

dependent upon an immense and embedded network

of cooperationand while brands are a big part of this

system, the mobile web has enabled smaller local

systems to grow, and made the relationships between

consumers and the market more personal.

Brands can no longer be detached from having

direct relationships with their customers if they are to

survive. Brands must learn to develop real cooperative

relationships that foster open communication with their

customers. Furthermore, as with other relationships,

are established and maintained, is crucial to support

to support the type of sharing and communication

required for the mobile web. For services and

business development, paying attention to all

of these facets will be of critical focus.

This Report should be a guide for businesses wanting

to develop a robust mobile web strategy, optimized for

the highly heterogeneous system of relationships that

the mobile web is composed of and reliant upon.

As a first step, there is a global need to level the

playing field of connectivity. Currently, there is a big

discrepancy between what different countries can

offer their citizens in terms of the availability of the

mobile web. For example, access and download

speeds need to improve in nearly all countries.

This was a highly repeated request in the Peoples

Web Report. Network speed is fundamental. If it is

lagging, it threatens the effectiveness of the mobile

web, which will need to be ubiquitous in the future ofcommunications.

In order to handle t he highly heterogeneous state

of communications, messaging, cultural behaviors,

and the sheer volume and variety in network activity,

we will need significantly better infrastructure than is

currently available, and a highly flexible architecture

to handle it. In addition, the industry is going to need a

way to handle massive amounts of big data.

This includes not only transmission rates, but also

analytics, artificial intelligence and machine learning

to help decide what data means, and how to route

and use it effectively to give people what they want,

brands must be careful to respect the boundaries of

privacy, personal comfort, security, and trust. Too much

data mining and collection can easily backfire, but

when trust is enabled, it is possible for brands to use

mobile web technology to fully serve their customers.

To do this, brands must give those using the mobile

web a voice in shaping what the future needs to be

for each one of them. This will give brands the clues

they need to stay relevant. By listening to, and making

the effort to understand peoples different needsand requirements, brands will be able to reach more

people, more effectively.

Sally Applin,

Senior Technology Researcher and anthropologist

Sally Applin is a Doctoral Candidate at the University

of Kent, Canterbury, School of Anthropology and

Conservation, Centre for Social Anthropology and

Computing (CSAC). She is advised by Dr. Michael D.

Fischer, Professor of Anthropological Sciences and

Director of CSAC. Ms. Applin resides in Silicon Valley,

where she is writing her thesis and working as a

research consultant to the industry.

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Netbiscuits 2013

Sally Applin, Senior Technology

Researcher and Anthropologist

Foreword

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Peoples Web Report

There are many aspects of thecurrent mobile web that peopleexperience in common, but thereare also vast differences in howwe experience this as individuals.


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6 Foreword

Foreword

that their first action will be to search for that brand

on mobile, or be directed to a mobile site. Marketers

should recognize the need to make this first touch-

point a great experience, or, at least consistent with

the brand communication in other channels.

What many brands are discovering is that another big

benefit of mobile is its ability to activate other media.

Mobile has been seized on as a way to maketraditional media work harder by adding a mobile call

to action to outdoor, or display media for instance. As

we become multi-screen consumers, both TV program

makers and brands are finding new ways to interact

with TV audiences in real-time. This is moving beyond

simple texting to dual screen experiences, and mobile

websites are critical to this.

To a certain extent then, consumer behavior is

ahead of brand actions. Many brands have yet to

fully embrace the mobile channel, and this is most

visible when you look at the numbers who have yet to

create mobile-specific, or mobile-optimized sites. The

downside of not doing this should be clear t o all. A

recently published study in the USA showed that 44%

of consumers will not return to a website that is not

mobile friendly. The Peoples Web Report found over

76% of people wont even bother trying to use a non-

optimized site, or will turn t o a competitor instead.

Given that mobile makes up an increasingly large

amount of all searches, putting consumers off

instantly by not having a mobile-optimized site, would

appear a dangerous course for any business to take.

The upside is that for the majority of users accessing

the internet from their device, there is a better chance

than ever of creating news ways to connect, engage,

and influence consumer behavior. According to anInMobi/On Device research study in 2012, we spend

an average of 113 minutes a day using our mobile

devices in some way, second only to television.

One of the huge advantages that mobile offers brands,

is to allow consumers to act on impulse. So if our

advertising is impactful enough to get consumers

to want to take some action, then the chances are

But where to start? A simple first step for any brand

might be just to check log files, and find out how

many consumers are already trying to connect via

mobile devices, and which pages they are looking at.

That might give a strong indication of what the mobile

consumer is looking for. Ultimately though, there will

be a need to understand what mobility means to your

target audience, and to understand how they use their

mobile devices.

That starting point of understanding consumer

behavior should help direct what a brand does on the

mobile internet.

Ultimately it is always about the consumer.

Paul Berney,

CMO & MD,


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Netbiscuits 2013

Paul Berney, CMO & MD,


Over the past five years in my role at the Mobile

Marketing Association, I have seen an enormous shift

in consumer behavior that has been both caused,

and enabled by mobile technology. It is this change

to consumer behavior that is the biggest driver

behind the need to create a strong mobile presence,

rather than the technology itself. We already know

that consumers can click and find, click and learn,

click and do, and increasingly click and buy. This

knowledge changes our mind-set as consumers.

We are no longer divided into a world of digital

natives and immigrants, as Rupert Murdoch once put

it, but increasingly, the world is dominated by digital

dependents. Consumers cannot and will not give up

their mobiles. It is against this backdrop that brands

must consider how they interact with consumers

through the mobile web (and apps and messaging).

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Peoples Web Report

Many brands have yet to fullyembrace the mobile channel,and this is most visible whenyou look at the numbers whohave yet to create mobile-specific,or mobile-optimized sites...


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Introduction

The mobile web is one of the biggest disruptive

technologies of our time. It has transformed

commercial activity and social engagement,

ushering in a new age of unimaginable creativity

and connectivity for consumers.

Whats even more exciting is that we are only at the

very start of this incredible journey. The mobile web is

being embraced every minute, of every day by people

in every corner of the globe.

This is because the mobile web is not a fixed concept.

Though underpinned and driven by technology, this is

not the key driver of engagement.

The real driver is the people that use it.

Technology, platforms, devices and the network itself

are the tools being used by consumers and the brands

that serve them, to create the Peoples Web.

The mobile web is in fact merely a construct. The

interplay between consumer behavior, device context

and the progress of technology will generate the next

evolution of the Peoples Web.

This is the entire rationale of the Peoples Web Report.

We wanted to combine in-depth data on the huge

range of devices being used to access the mobile

web, with views from industry experts and third party

data, to capture how the mobile web is developing.

Crucial to this was gaining a firm understanding of how

consumers are actually using the mobile web around

the world today. Discovering real consumer behavior is

critical to gaining a true understanding of the Peoples

Web. We werent content to just let the data speak for

itself - despite being gathered globally from over 5,000

respondents.

Working with anthropologist Sally Applin, and Paul

Berney of the Mobile Marketing Association, we dug

deeper to understand more about the motivations

behind the reported behavior.

What emerges in these pages is a fascinating insight

into the evolution of the Peoples Web. Insights keyto any brand keen to play a role in helping shape the

future of mobile web.

Brands already know the web isnt just going mobile

- it is mobile. Their challenge over the next few years

will be to navigate the never-ending complexity of the

mobile market.

This is because if they stumble, customers will be their

harshest critic. One of the most heartening outcomes

of the Peoples Web survey was that we have moved

on from the chained-down web of desktop PCs.

Around 95% of consumers are now generally satisfied

with using the web on their mobile devices. This has

been possible thanks to faster connections, and better

device capabilities that have enhanced the mobile

web experience.

However, this doesnt mean we can relax. Technology

moves too fast for that. What it allows us to do, the

types of mobile web experience it creates, and the

human behavior that it enables and engenders, means

we have to live in constant fear of disappointing

our customers.

Brands that are content with delivering a one-size-fits

all mobile web experience, in the belief this will satisfy

their customers, are in for a shock.

As our survey found, consumers already know how

their mobile web experience needs to improve. They

want it faster, easier to use, and with all the functionality

of the PC web experience theyre used to. But, most

consumers arent even aware of the transformationaltechnologies that have already crept into the mass

market. The availability of these technologies will

accelerate new ways of engaging with web content

not just on one device, but through many a continuous

experience.

Brands cant sit back and wait, or start small and

expand slowly with their mobile strategy. If this Report

shows anything, its how fast consumer behavior

has shifted towards the mobile web. Consumers are

driving the future of the web, and brands need to keep

up. Otherwise, as this Report shows, consumers will

abandon brands that are left behind.

Brands must be ready to deliver a quality mobile web

experience, fully adapted to the device capability,

behavioral context, and preferences those customers

demand.

The Peoples Web will be created by consumers,

but it will be enabled by the brands they love. Its

going to be an exciting journey, one that will take

constant vigilance to ensure the rising expectations of

consumers are always surpassed.

We hope the education of brands on how to interact

with the ever-changing forces of the Peoples Web will

be an on-going initiative.

Daniel Weisbeck,

Chief Marketing Officer

Netbiscuits

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Netbiscuits 2013

Introduction

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Peoples Web Report


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Executive Summary

The Netbiscuits Peoples Web Report combines a

mixture of global data sources, industry insights, and

expert analysis to position consumer sentiment around

todays mobile web. It outlines the steps brands must

follow to create a universal web experience that meets

tomorrows consumer demand.

The Report combines the views of over 5,000

respondents from across ten countries, charting

the behaviors and attitudes of consumers towards

the mobile web across the three primary devices

used for engagement: smartphones, tablets, and

feature phones.

This data has been combined with views from social

anthropologist Sally Applin, industry experts involved

in the development of the mobile web, and insights

from the Mobile Marketing Association. A range of

third-party data sources were also used to place the

reports findings into context.

The mobile web is now a central component of our

day-to-day lives. The Peoples Web Report found over

25% of respondents spend more than 6 hours on the

mobile web each day, with 7% engaging with the web

for 12 hours or greater. Close to half of all respondents

spent between one and six hours on the mobile web.

Consumers today use a multitude of mobile devices to

access the web, and it is this complexity of experience

that the report seeks to define. In terms of what global

consumers are looking for from the mobile web, speed

(41%), consistency with the PC web experience (33.2%),

security (16.2%), and a personalized experience (7.5%),

were cited as the most important factors.

In addition, Netbiscuits sought to clarify which factors

would provide consumers with a better mobile web

experience, and where todays model may not be

delivering. While making the mobile web faster and

easier to use were two of the more predictable

consumer responses, what was more surprising was

that a more PC-like user experience would lead to

increased satisfaction. While mobility remains key,

consumers are now keen to have brands providing a

consistent experience, regardless of the device they

are accessing content from.

Why should brands care about this? The Peoples Web

Report has sampled global consumers to establish

the key areas where smartphone, tablet, and feature

phone experiences continue to fall short. As brands

seek the ultimate goal of creating a superlative web

experience, they must understand the importanceof building mobile at the very heart of their business

strategy, rather than as a bolt-on solution.

Search emerged as the most popular activity on the

mobile web, with 90% spending time on it each day.

Banking was the least popular activity, despite almost a

quarter of users spending up to five minutes each day

banking online.

Exploring the usage patterns of users, and why

particular websites and apps are accessed at certain

times of the day, there were commonalities across

all devices. For example, shopping was generally

conducted during the evening, as was banking;

with respondents feeling comfortable with access

security and speed, irrespective of where they may be

accessing

data from.

Brands failing to optimize their websites for mobile

face a challenging road ahead. 44.3% of consumers

surveyed would wait to use a PC site, rather than use a

version that does not function well on a mobile device.

Over 30% simply will not bother trying to use the

non-optimized site, or will turn to a competitor instead.

Forcing customers to have a browsing experience

incompatible with their mobile device will result in

session abandonment. This in return will result in a

poor brand engagement experience, failed contentconsumption, and/or potential financial loss due to a

missed eCommerce opportunity.

The mobile web has increasingly become associated

with the app phenomenon, as many brands seek

to capitalize on the popularity of apps designed for

smartphone and feature phone devices. Yet, the

Peoples Web Report found that only 27% of all users

regularly download apps when prompted, with many

preferring mobile websites. Brands must aware that

they are impacting the consumer experience by not

offering a choice to customers ideally a mix that

includes both web, and app-based platforms.

Additionally, when searching the mobile web, websites

are preferred to apps, with 42.3% choosing the

browser over the 17.5% who prefer apps. The one

exception was social networking, where many

consumers preferred to use the native app. This may

be because apps are typically part of a device bundle,

or due to the sheer popularity of these apps, where

they have become an ingrained part of popular culture.

The mobile web remains the number one choice for

most consumers. Apps can restrict brand engagement,

especially for a consumer who wants to browse

across multiple retailers, and not be limited to data

provided by a third-party app.

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Netbiscuits 2013

Executive Summary

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Peoples Web Report

Insight: Mobile web is central to

our lives. Consumers demandspeed, and ease of use

Insight: Search still themost popular functionon the mobile web

Insight: Customers abandonwebsites not optimized for mobile

Insight: Mobile web more popularthan apps for common activities

Insight: Apps are notthe total solution


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A Blossoming Market05

Mobile Web: Industry definition Rise of the Mobile Web

The web is not going mobile, it is mobile

This year, the number of smartphone and tablet

devices connected to the internet will overtake the

total number of PCs and laptops in use. This mass

market penetration has led to an industry-wide

consensus, including predictions that mobile will

overtake fixed internet access by the end of this year

or early 20141. According to analyst Mary Meeker from

Kleiner Perkins Caulfield, this shift has in fact already

happened in some countries such as India.

Ever since Nokia released the first mobile with a WAP

browser in 1999, mobile innovation has flourished. The

biggest impact on the growth of the mobile web was

the mass market adoption of smartphones kicked off

by the launch of the Apple iPhone in 2007. This was

taken up a notch with the boom in tablets over the last

two years.

Its not just devices that have driven the mobile web.

Connectivity continues to become faster and morereliable. LTE / 4G networks are now in the process of

being rolled out around the world.

This rapid growth in the foundations of the mobile web,

has quickly led it to become an established part of

daily life for consumers and businesses around the

world. The Netbiscuits Peoples Web Report found that

more than 25% of respondents spend greater than 6

hours on the mobile web each day, with 7% engaging

with the web for 12 hours or greater.

Mobile web is commonly held to mean access to the

World Wide Web from a handheld device, such as

smartphone, feature phone, or tablet, connecting over

a mobile, or wireless network.

The problem with such a simple definition is that the

mobile web is developing far too fast, across a wide

range of access devices, with huge global variation.

In fact, the mobile web is being shaped daily by the

behavior of people accessing it. This evolution means

the Peoples Web is being created as much by human

behavior, as the technology that underpins and

enables it.

Brands have an important role in this development,

to ensure the mobile web experiences they provide

to consumers can adapt to peoples behavior, and

the context of that behavior. For consumers and the

brands that want to engage with them, the mobile

web must become one homogenous experience thatis varied by device, yet driven by the context of user

requirements and behavior.

The mobile web first began to grow through mobile

devices such as the early WAP handsets that were

equipped to access a basic version of the web. This

initial stage was severely limited by bandwidth, and the

capabilities of early mobile web browsers, resulting

from the walled-garden approach adopted by most

mobile operators.

The birth of smartphones saw the first real

transformation of the mobile phone from a pure

communications device, to one that had a primary

purpose to increase access to internet content. A shift

in the nature of how technology was being developed

saw devices being built to operate more like a PC,

opening up far better user experience capabilities for

web and applications.

The smartphone evolution saw an explosion of

devices. These devices not only became more

powerful thanks to features such as high definition

cameras, GPS tracking, and touch screen interaction,

but they also created a battleground for market share

among the operating systems powering them.

Last year, Google Android and Apple iOS made

up around 81% of the market, according to IDC

Worldwide Mobile Phone Tracker report2, while

Windows Mobile and BlackBerry, in addition to new

players like Firefox OS, Ubuntu, and Sailfish, are

constantly battling for their piece of that market share.

This explosion of choice for the mobile web user has

meant building websites for all the new browsers,

screen sizes and device features is a constant

challenge. In fact, if a brand designs for the top 10 most

used device profiles, they would still only be catering

for 56% of total mobile traffic3.

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2IDC Worldwide Mobile Phone Tracker, Jun 6, 2012

3 Netbiscuits Web Trends Report Q1 2013

1 2013 Internet Trends Kleiner Perkins Caufield Byers

Netbiscuits 2013

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In addition, brands have struggled with whether to

develop a dedicated mobile app, a mobile website, or

both, oftentimes experimenting in ways that cost them

time and money.

While native mobile apps continue to be popular with

both brands and consumers, particularly for niche

applications such as games, this report shows that

90% of people still spend a significant amount of

time searching for brand-specific information. The

use of open web standards such as HTML5 will help

organizations deliver a far better, more scalable web

app experience and is expected to drive the future

growth of the mobile web.

Indeed, as the number of mobile apps has skyrocketed

in recent years, with over 775,000 in the Apple App

Store as of January 2013, the ability of consumers to

actually find content has decreased significantly. In

fact, research from mobile metrics firm Localytics4has

found that one in four mobile apps is never used again

once downloaded.

The Netbiscuits Peoples Web survey found that,

despite mobile websites increasingly promoting apps

when consumers access the site, 21 % of users havenever downloaded an app when prompted. Of those

that did, 21 % only did so because they assumed

it was required in order to continue accessing

the content.

The ability for consumers to be able to discover mobile

content, and access it seamlessly across any device

is crucial for brands that want to be able to engage

their customer base. This is because their customer

base is now firmly on the mobile web.

As more and more brands are moving to mobile to

engage with their customers, theyre already beginning

to see a significant business impact. Netbiscuits

customer eBay generates a sale over mobile

every two seconds, and a third of all its transactions

globally use a mobile device at some point in the

customer journey. At Yelp, in August 2012, just 10%

of the companys monthly unique users accessed the

site via mobile, but accounted for 40% of its search

query volume. The uptake in mobile web browsing

transcends every type of brand, with even luxury-

product retailers like Gucci seeing the impact. It

discovered that half of the traffic to Gucci.com was

coming from mobile devices.

By 2017, eMarketer predicts that 25% of all online

retail sales in the U.S. will happen on mobile devices,

twice as many as in 2012.

To make the situation even more pressing for brands,

this evolution has only just begun. According to

Gartner5, worldwide smartphone sales totaled 210

million units in the first quarter of 2013, up 42.9% from

the first quarter of 2012.

Looking at developing markets in particular shows

the huge potential for growth. According to the 2012

Kleiner Perkins Caufield & Byers Internet Trends

Report6, India already has 44 million smartphone users,

but this only accounts for just 4% of the countrys

entire subscriber base.

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Netbiscuits 2013

A Blossoming Market

4 Localytics Mobile Application Analysis Study

5 Gartner Market Share Analysis: Mobile Phones, Worldwide, 1Q13 report

6 Kleiner Perkins Caufield & Byers Internet Trends Report

Peoples Web Report
http://www.localytics.com/blog/2011/26percent-of-mobile%20-app-users-are-either-fickle-or-loyal/http://www.gartner.com/DisplayDocument%3Fid%3D2482415%26ref%3DQuickSearch%26sthkw%3DG00252860http://www.kpcb.com/insights/2012-internet-trendshttp://www.kpcb.com/insights/2012-internet-trendshttp://www.gartner.com/DisplayDocument%3Fid%3D2482415%26ref%3DQuickSearch%26sthkw%3DG00252860http://www.localytics.com/blog/2011/26percent-of-mobile%20-app-users-are-either-fickle-or-loyal/


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Netbiscuits 2013

A Blossoming Market

For those already on smartphones, mobile is quickly

becoming the preferred platform for accessing the

internet. According to Pew Internet & American Life,

over 30% of American mobile owners use their phone

as the primary device used to access the internet.7

Over 95% of consumers are now generally satisfied

with using a mobile device to experience content on

the web. However, this doesnt mean they dont believe

it can improve. The survey found a clear demand for

a faster web experience, with 60% of consumers

wanting a browsing experience closer to that of a PC,

and 40% wanting ease of use.

Today, over 20% of Facebooks total user base only

access the site via mobile, according to the company8,

a figure which has increased by 24% in the second

half of 2012. In India, its already over 30%. Over 25%

of YouTube global watch time is now via mobile, and

Google believes growth is so rapid that mobile access

will overtake fixed access in 20139.

Advertisers are increasingly investing huge amounts

of money in advertising to drive this user behavior. The

Interactive Advertising Bureau (IAB) reported that over

500M GBP (approximately $725M USD) was spent on

mobile ads in the UK i n 2012, which accounted for 10%

of overall digital ad spend. Gartner believes total global

mobile ad revenue will hit $11. 4B USD in 2013 and will

rise to $24.5B USD by 201610.

The mobile has had a profound effect on society

on a global level, offering unimaginable benefits to

consumers, business, and society. The challenge in the

years ahead will be for brands to navigate the never-

ending growth in complexity within the mobile market,

to ensure they deliver a compelling mobile experience

to their customers.

%Ilicco Elia,

Head of Mobile,LBi

Consumers get reallyannoyed when they gofrom a PC website to amobile site and suddenlyget a far inferior, cutdown experience. Theyare annoyed becausethe brand has decidedwhat mobile experiencethey want and they get itwrong. People just wantthe mobile web to work!

8 Facebook SEC filing

7 Pew Internet: Mobile, June 2013

9 YouTube Statistics

10 Gartner Forecast: Mobile Advertising, Worldwide, 2009-2016

Peoples Web Report
http://investor.fb.com/sec.cfmhttp://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspxhttp://www.youtube.com/yt/press/statistics.htmlhttp://www.gartner.com/DisplayDocument%3Fid%3D2247015%26ref%3DclientFriendlyUrlhttp://www.gartner.com/DisplayDocument%3Fid%3D2247015%26ref%3DclientFriendlyUrlhttp://www.youtube.com/yt/press/statistics.htmlhttp://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspxhttp://investor.fb.com/sec.cfm


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Netbiscuits 2013

A Blossoming Market

Mike Ellsworth,

Program Director,

CareerOneStop - Americas primary source for employment i nformation,

sponsored by the US Department of Labour, Employment and Training.

Today, mobile users expect a good mobileexperience regardless of the websitethey are using. Delivering mobile usersthe same website you show desktopusers, with tiny fonts, cluttered pages, andcomplicated navigation, will drive mobileusers to competing websites. Similarly,forcing mobile users to download appsjust to interact with your brand instantlycomplicates the experience and createsbarriers. The key to engaging your mobileaudience is to provide real-time, up-to-

date information in a simple format that isconsistent across the thousands of mobiledevices accessing it.

Netbiscuits Customer Quote

Peoples Web Report

The rise of the mobile web has had a huge impact on human capabilities,adaptations, and patterns of behavior.

The ability to move and communicate with others, all while having the

capability to access data in-context, has changed the way people behave

with each other, and with their communities.

With mobile devices, people are able to communicate easily with both local

and distant connections. The value of data-enabled mobile devices comes

from how well they are able to manage context-aware, location-specific

conditions.

People can now behave more spontaneously based on where they are, and

the time of day. People can connect with others who they know live or work

in the locale they happen to be traversing, and they can, and do, shift the way

they manage their time, choosing when, where, who with, and what method to

use for communication all while in motion.

If location permission is enabled on smartphones, brands can provide special

offers that are often only available to those passing within their location with

a data-enabled mobile device. These new types of capabilities have created

and added to incentives for people to continuously connect and that has hadsocietal and privacy implications.

For example, we now have laws to limit when people may use their mobile

devices and in what context, such as driving. We also now have more

Forced Compliance obligations where people must be online to complete

required tasks.

The incentive and requirements to be online, and the ability to do so while

mobile is creating new capabilities for humans, which in time, will create new

innovations both in and out of the mobile web environment.

A social anthropology view,

Sally Applin


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Netbiscuits 2013

A Blossoming Market

Tablets, set top boxes and connected TVs growing rapidly

Platform traffic in millions15

The growth of tablets and connected TV clearly

demonstrates how quickly consumer habits are

changing. The rise in set-top boxes, and TV traffic

was predominantly driven by new products such as

the launch of Apple TV. According to analyst firm

Strategy Analytics13

, by the end of 2012, around

104M smart TVs were installed globally. Next Market

Insights14predicts the connected living room device

market, including smart TVs, set top boxes and

connected Blu-ray players, will grow to 267M devices

by the end of 2017.

Tablets show greatest month on

month increase in January 2013

Internet TV shows seasonal

surge at Christmas

Peoples Web Report

15 Netbiscuits Web Trends Report 2013

14 Next Market: Connected Living Room Market Forecast: 2013-2017

13 Strategy Analytics, Jan 2013

The range of devices being usedto access the mobile web is growingby the day

A consumers typical daily web interaction occurs

constantly across a huge range of devices, from

smartphones to tablets, to connected TVs, and set top

boxes.

Looking at devices at a basic level, in 2012, over 75%

of U.S. adults owned a laptop or PC, 44% also owned

a smartphone, and 18% owned a tablet, according

to Pew Research. 13% already owned all three.

A consumers daily web usage is increasingly

occurring across multiple screens.11According to

a Google study, 81% of respondents used their

smartphone at the same time as watching TV, and

66% used their smartphone and laptop

simultaneously. Overall, 57% of the time, people

were using a smartphone while they were also using

another device.12

The Peoples Web Report found users across the

world carrying out activities as diverse as banking,

search, and shopping across feature phones,smartphones, and tablets. This consumer behavior is

explored further in Chapter 3.

The unique characteristics and capabilities of each

device, and the context in which they are being used,

has changed the way consumers want to interact

with brands. The mobile web brand experience

delivered to customers, therefore, needs to take

into account their multi-device, multi-screen journey.

When asked about a mobile web browsing session

to discover brand-specific information, 65% said

they started the session on a smartphone, with 61%

finishing the session on a desktop PC, and 4% on a

laptop. Specific to eCommerce, 67% of mobile web

browsers who are intent on purchasing, start shopping

on one mobile device and finish on another.

Consumers today expect a consistent mobile web

experience across any device they use to access

information. To deliver this experience, it is essential

brands understand the complexity of todays mobile

landscape, to enable a mobile web experience that is

optimized for each device. Millions of dollars are being

invested in advertising by brands looking to attract

customers to their websites. All that spend is simply

being thrown away if customers arent able to access

information in the first place, because the site doesnt

work on their device.

Mobile Multi-Screen

11 Pew Internet: Mobile, June 2013

12 Google, The New Multi-Screen World: UnderstandingCross Platform Consumer Behavior, August 2012
http://www.netbiscuits.com/reports/reports-and-papers/web-trends-report/http://nextmarket.co/products/connected-living-room-market-forecast-2013-2017http://www.strategyanalytics.com/default.aspx%3Fmod%3Dpressreleaseviewer%26a0%3D5311http://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspxhttp://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspxhttp://www.strategyanalytics.com/default.aspx%3Fmod%3Dpressreleaseviewer%26a0%3D5311http://nextmarket.co/products/connected-living-room-market-forecast-2013-2017http://www.netbiscuits.com/reports/reports-and-papers/web-trends-report/


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Netbiscuits 2013

A Blossoming Market

The Apple iPhone 3GS, 4, 4S category running iOS 6+

profile accounted for 18% of traffic on the Netbiscuitsplatform. The top device profile for Samsung was

the GT-19300 (Galaxy S3), which was the second

device overall with a 4.3% share. The top BlackBerry

device profile was the 8520, with 2.5% share of traffic.

The large difference in market share between the

top profiles of different manufacturers, demonstrates

the scale of diversity within the mobile landscape.

Different devices profiles, which globally, also vary

considerably by handset, will have a serious impact

on how mobile experiences are presented to

the consumer.

AndroidiOSBlackberry OS

Bruce Daisley,

UK Director,

Twitter

The huge proliferationof different types ofdevices being used toaccess the mobile web,is yet another reasonbusinesses need toprioritize the mobile webover apps. If you look ateven massive sites likeInstagram, theyre oftennot providing a uniformoffering on all platforms.

Windows PhoneSymbianOthers

Peoples Web Report

Top device profiles for mostpopular devices19


The huge variety of devices used by consumers

to access the mobile web is demonstrated by the

popularity of the Android operating system, which

powers a huge range of different devices, from

smartphones to point-and-shoot cameras. Android

has grown its market share from 38.3% to 41.1% in

the six months prior to January 2013. BlackBerry saw

its share decline from 11% to 9% in July 201217. Despite

this, according to IDC forecasts, the race for t he

third spot behind Android and iOS is still very much

highly contested between BlackBerry, which is seeing

increased vigor in the smartphone market following

the launch of BB10 in 2013, and Windows Mobile,

which is predicted to grow smartphone market share

to 20% by 201618.

+138% -12%+52%+4%

Smartphones Tablets Set-top boxes

and TVs

Feature

phones

Share of Platform hits by OS16

17 Netbiscuits Web Trends Report Q1 2013


18 IDC Worldwide Mobile Phone Tracker Report, June 2012
http://www.netbiscuits.com/reports/reports-and-papers/web-trends-report/http://www.netbiscuits.com/reports/reports-and-papers/web-trends-report/http://www.netbiscuits.com/reports/reports-and-papers/web-trends-report/http://www.netbiscuits.com/reports/reports-and-papers/web-trends-report/


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Netbiscuits 2013

A Blossoming Market

Bruce Daisley, UK Director, Twitter

As people advance towards ubiquitous use of the mobile web, they adapt tothe limitations of the hardware, software, and services that they use. People

often develop workarounds not intended by manufacturers and developers to

achieve the results they desire, to connect, communicate, retrieve information;

and use services.

No matter which hardware, software, and services are used, at some point in

the process, there will be gaps in any given program, device or service used,

that impede individuals from achieving their aims. People can adapt to these

gaps by utilizing multiple screens (mostly via multiple devices), in order to

complete the tasks they want to achieve.

This behavior might sometimes be thought of as multi-tasking. However,

using multiple screens, is more often a means for combining services and

filling in the gaps to resolve specific problems in workflow.

For the manufacturers and developers of devices, applications, and services,

it can be a long time before important systemic flaws are discovered. This

is due both to the adaptive skills of humans developing these workarounds,

which disguise flaws in the system, and to the many diverse combinations of

devices, applications, and services being utilized.

Riko van Santen,

Vice President Digital Strategy & Distribution,

Kempinski Hotels

Growth in mobile usage means customershave become much more comfortablepurchasing goods on the mobile web.Thanks to its convenience, as wellas improvements in payment security,consumers no longer use the mobile websolely to access information but are nowmaking reservations and purchases on thego too. Delivering users a simplified mobilewebsite that instantly meets the needsof on-the-go customers is a critical partof increasing conversions on mobile andultimately adding to the bottom line.

Netbiscuits Customer Quote


Sally Applin

Peoples Web Report


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0

10

20

MBPS

30

40

50

60

Challenges to be Overcome06

Device Fragmentation

26 27

Netbiscuits 2013


The growth of next-generation mobile technologies,

such as near field communication (NFC) and 4G

technology is accelerating. Such technologies will

have a significant impact on how consumers use the

mobile web, and the mobile experiences brands will

be able to offer.

Even the underlying operating system of smartphones

is highly fragmented. For instance, 67% of Android

devices are not running the latest version of the OS,

Jelly Bean, according to Google data for a 14-day

period ending 3rd June 2013.20

4G networks are rolling out across the world, and will

transform the mobile experience brands are able to

offer. Infonetics Research21reports that LTE revenue

worldwide grew 115% in 2012 from 2011, with 145 LTE

networks launched in 66 countries as of January 2013.

LTE is already having an impact on businesses.

A report by Arthur D Little for the mobile network

EE found 47% of U.S. users who had access to an

LTE-enabled network, were using it to downloadlarge documents on the move, and 39% are using it

to access files from the cloud. Around 84% of U.S.

LTE users said 4G is an important business tool and

67% have seen increased productivity as a result.

Additionally, 47% have been able to cut costs, and

39% say they have won more business.22

4G has undoubtedly arrived, yet it wont be the last

technological improvement we see to speed or enable

always-on connectivity.

Evolving Technologies: the NetbiscuitsWeb Trends Report 2013

Brands have been slow to launch mobile web

experiences optimized for 4G devices. However,

the number of smartphones with LTE capability is

growing rapidly, rising from just over 5% in July 2012,

to over 17% by the end of January 2013. Consumers

with high speed mobile capacity will expect their

mobile experience to differ greatly from those on

legacy networks. Brands delivering a one-size-fits-

all experience will be in danger of disappointing their

customer base.

Technologies such as NFC are also fast nearing

mass market penetration. ABI Research predicts

the total number of NFC devices in use will exceed

500M in 2014, with a total of 285M shipped in

2013.23

Payments are the most commonly cited use for

NFC, and Visa has announced there will be 40

issuers offering a payment service in 2013, with

80 smartphone models verified to use the service.

Analyst firm Frost & Sullivan predicts total NFCpayments will account for 42.3% of all mobile

payments in Europe in 2015, increasing to 49.6%

in 2018, when it expects 38% of phones to feature

NFC.24

Brands, however, have been slow t o launch mobile

web experiences that make use of the technology.

In April 2013, global retailer Tesco described

NFC mobile payments as too complicated with

little value.

NFC offers huge value to brands beyond mobile

payments. Recent deployments include a brand

Smartphones with LTE capability25

engagement campaign from Samsung which offered

fans the chance to meet one of the sponsored artists,

by getting fans to tap their phone on NFC tags found

in UK taxi cabs. In 2013, Indian online shopping portal

Yebhi.com launched 30 virtual stores in cafes across

Delhi and Bangalore, accessible via NFC tags. The

worlds largest shopping mall, Dubai Mall, featured

a treasure hunt powered by NFC technology. In

Singapore, Coca-Cola launched an ad campaign

featuring NFC-enabled poster advertising as a quick

route for customers to engage with t he brand through

pre-packaging its content

for distribution.

As NFC becomes more established, brands will need

to move ad campaigns beyond NFC experimentation,

to ensure all their mobile web experiences are

optimized to use the technology.

Peoples Web Report


20 Google Dashboard, June 2013

21 LTE market nearly doubling in 201323 ABI Research, March 2013

22 Arthur D Little: The BusinessBenefits of 4G LTE, October 2012

24 Frost & Sullivan, NFC Market Opportunity, Global, 2012
http://www.netbiscuits.com/reports/reports-and-papers/web-trends-report/http://developer.android.com/about/dashboards/index.htmlhttp://www.infonetics.com/pr/2013/4Q12-Mobile-Infrastructure-Market-Highlights.asphttp://www.abiresearch.com/press/nfc-installed-base-to-exceed-500m-devices-within-1http://www.adlittle.com/downloads/tx_adlreports/ADL_UK_Business_Benefits_01.pdfhttp://www.adlittle.com/downloads/tx_adlreports/ADL_UK_Business_Benefits_01.pdfhttp://www.frost.com/sublib/display-report.do%3FsearchQuery%3DNFC%2Bpayments%2B42.3%2525%26ctxixpLink%3DFcmCtx1%26ctxixpLabel%3DFcmCtx2%26id%3DNA69-01-00-00-00%26bdata%3DaHR0cDovL3d3dy5mcm9zdC5jb20vc3JjaC9jYXRhbG9nLXNlYXJjaC5kbz9xdWVyeVRleHQ9TkZDK3BheW1lbnRzKzQyLjMlMjVAfkBTZWFyY2ggUmVzdWx0c0B%252BQDEzNzE2NTg5NTg2NzY%253Dhttp://www.frost.com/sublib/display-report.do%3FsearchQuery%3DNFC%2Bpayments%2B42.3%2525%26ctxixpLink%3DFcmCtx1%26ctxixpLabel%3DFcmCtx2%26id%3DNA69-01-00-00-00%26bdata%3DaHR0cDovL3d3dy5mcm9zdC5jb20vc3JjaC9jYXRhbG9nLXNlYXJjaC5kbz9xdWVyeVRleHQ9TkZDK3BheW1lbnRzKzQyLjMlMjVAfkBTZWFyY2ggUmVzdWx0c0B%252BQDEzNzE2NTg5NTg2NzY%253Dhttp://www.adlittle.com/downloads/tx_adlreports/ADL_UK_Business_Benefits_01.pdfhttp://www.adlittle.com/downloads/tx_adlreports/ADL_UK_Business_Benefits_01.pdfhttp://www.abiresearch.com/press/nfc-installed-base-to-exceed-500m-devices-within-1http://www.infonetics.com/pr/2013/4Q12-Mobile-Infrastructure-Market-Highlights.asphttp://developer.android.com/about/dashboards/index.htmlhttp://www.netbiscuits.com/reports/reports-and-papers/web-trends-report/


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Netbiscuits 2013

Manufacturers with NFC devices already active in

the market include Samsung, which leads with 61.6%

market share, followed by BlackBerry, HTC, Sony,

LG, Motorola, and Nokia. This technology

should be an essential consideration for any

brands mobile strategy.

Illustrating the diversity of the technology beyond

mobile payments, NFC is also increasingly found in

tablets. In January 2013, nearly 10% of tablets in the

market had NFC capability, up from just over 1% in

July 2012.

61.6%

8.1%

5.5%

5.2%

5.2%

10%

1.9%

2.4%

SamsungHTCBlackberry

Sony

LGMotorolaNokia

Others


Dominique Hazael-Massieux,

Mobile Web Initiative Activity Lead

World Wide Web Consortium

Users will access theweb across manydevices and modalities.It wont be about themobile web, or the PCweb, or the tablet web,but it will still be aboutthe web, with a userexperience that adaptsitself to the context andthe device,

Brands Not Thinking

Mobile First

The other big challenge for brands in developing

an effective mobile web strategy is an internal one.

Companies are simply not set up to deliver mobile

experiences strategically implemented and managed

across the enterprise. However, it has become

increasingly common for brands to announce a mobile

first strategy.

Mobile will ultimately be the way you provision most

of your services. The way I like to put it is, the answer

should always be mobile first, according to Google

chief executive Eric Schmidt.

As we have seen in Chapter 1, such a strategy makes

sound commercial sense. Consumers today are

increasingly living their life on the mobile web, and its

complexity means mobile should be at the forefront of

all strategic decisions.

The problem is that most companies have varying

degrees of commitment and expertise around mobile.

Responsibility for mobile strategies is fragmented, and

different business units have different goals for it.

An answer to this has recently emerged from analyst

firm IDC. It believes enterprises need to establisha Mobile Centre of Excellence (MCoE) to enable

the creation of a centralized strategy, governance

and a set of standards both technological and

organizational for mobile.

Peoples Web Report

Proportion of NFC capable smartphonedevice profiles to hit the NetbiscuitsCloud Platform23

http://www.netbiscuits.com/reports/reports-and-papers/web-trends-report/http://www.netbiscuits.com/reports/reports-and-papers/web-trends-report/


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Netbiscuits 2013

We estimate that less than 5% of global firms currently

have an official and centralized internal competency

centre for mobile, says Nicholas McQuire, former

Vice President, Mobile Enterprise Strategies at IDC. To

better manage risk and to drive greater organizational

value whether enhanced customer loyalty and

reach, revenue growth, efficiency or lower total cost

of ownership - firms should look to implement mobility

centres for excellence.

Advantages of a MCoE include assessing the financial

impact of mobile web and app requirements, prioritizing

mobile projects, handling infrastructure, assessing

architecture, component reuse, and centralizing mobile

skills across the business.

Centrally-planned architecture will enable support for

the plethora of devices consumers choose to access

the mobile web.

Centralizing in this way also avoids the pitfall of mobile

services being developed in isolation, leading to

inconsistent mobile experiences for customers.

MCoE development will also play a key role in

achieving and maintaining board buy-in, by providing

consistent accountability and measurement for

mobile strategies, ensuring they are fully aligned

with business goals.

Many brands are taking steps to overcome the

challenges of device fragmentation, and internal

structural development. The growth of the mobile web,

as outlined in Chapter 1, makes it important that such

efforts are stepped up.

Consumer behavior on the mobile web is becoming

ever more complex, and as Chapter 3 highlights,

consumer expectations are rising across the globe.


Peoples Web Report


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Evolving the Mobile Web07

A Consumers View of the Mobile Web

32 33

Netbiscuits 2013


The methodology behind the Netbiscuits Peoples Web

Report included surveying 5,000 people around the

world on their mobile web usage habits. We asked

about consumer behavior across usage of the three

main platforms prevalent today, smartphones, feature

phones, and tablets.

In summary, the top three activities of smartphone

users globally were search, using apps to

communicate via services such as Skype

and WhatsApp, and news consumption. On tablets

and features phones search and news led, followed by

social networking. However, the way in which people

were accessing different types of content differed

hugely across platforms, times of day, and length

of activity.

The survey found that speed and consistency with

the PC web experience were clearly the two most

important things to mobile web users. Security was

cited by only 16.2% of users. This relatively low figure

demonstrates growing consumer comfort with mobileweb transactions, de-emphasizing previous concerns

over the security of mobile platforms. It also implies

that consumers feel that brands have an obligation

to ensure security considerations are inherently built

in to the design of any web application. The general

ambivalence of consumers towards security puts

the onus on brands to protect the interests of

their customers.

Overall, what is the most important thingto you when using a mobile website?

41%

16.2%7.5%

33.2%

2.22%

What would increase your satisfactionwith your smartphone?

Overall, 95% of consumers across the globe were

generally satisfied with their mobile web experienceacross smartphone and tablets. Common to all

respondents were the factors that would lead to

increased satisfaction, which can ultimately be t he

deciding factor in brand choice for consumers. At

60.8% for smartphones and 59% for feature phones,

faster download content was the most important

factor. There was a slight dip to 50% for tablet

respondents, which is likely to be accounted for by the

high proportion of WiFi enabled mobile web access.

One of the most interesting findings was the desire to

have an experience closer to PC functionality, which

would increase satisfaction across all platforms. This

demonstrates that consumers demand a mobile web

experience of high quality, and consistent functionality.

Brands must be aware that providing customers with

a cut-down version of their PC website, built with a

one-size-fits-all approach for mobile just wont work.

Easier to use was an important factor for smartphone

(40.8%), tablet (38%), and feature phone (44%) users.

Similarly, high results for a more intuitive experienceacross all platforms, demonstrates the failure of many

mobile websites when benchmarked against customer

expectations.

10%

20%

30%

40%

50%

60%

70%

60.8%

49%

19.4%

40.7%

13%

19.5%

7.7%

Fasterdownloadofcontent

AnexperienceclosertothePCweb

Amore

intuitiveexperience

Moreintegrationwiththephysicalbrand

Easiertouse

Amorepers

onalisedexperience

Other

Peoples Web Report

Speed

Security

Personalisedexperience

Consistencywith the PC web

experience

Other, please

state


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Netbiscuits 2013


People are using their smartphones for a variety of tasks while mobile, andeven though those tasks are different, if the usage patterns are the same,

perhaps there is way to rethink how to offer tasks depending upon how

people are using their time. We know that people are mobile, and that they

are using their phones during breaks in their day. Search is an easy task to

pick up or drop as people can search, get a result, then stop, and follow up

on that result during the next break. Similarly with shopping, people can put

something in a cart until they have time to complete the transaction.

Banking may be the most challenging to do while mobile because of the

secure login required to start and complete tasks. With no need for a

login, search is easiest on mobile, and easier to save if partially completed.

Shopping also has a low barrier to entry, even though a login of some sort is

needed to fully participate in the shopping process.

Banking, which requires security and trust, has the most barriers to use. This

means that users need to l og in before even participating on banking sites,

and have a short duration time to complete tasks. Banking cannot be done

easily, if one is using piecemeal amounts of time when mobile. This could be

why the survey showed that online banking was mostly done at home.

On an average day, which of thefollowing do you use your smartphonefor, and for how long?

Search, shopping, and online banking are three very

different activities, but the usage patterns suggest

smartphone users follow a similar pattern. Search is by

far the most popular activity of the three, with banking,

the least popular. Despite this, almost a quarter

(22.9% ) of people did say they spend up to five

minutes a day conducting online banking activities.

5%

10%

15%

20%

25%

30%

35%

Brief:Iq

uicklyglim

pse

atit

Some:I

spend

up

to

5minuteslooking

atthis

Notable:I

spend

up

to15

minute

sdoingthis

eachda

y

Depth:I

spendbe

tween30

minutesand

an

hour

doing

thisevery

day

Significant:Is

pendup

to

30

minutesdoing

this

On-going:I

spendbetw

eenanho

urandthre

ehoursdoing

thisevery

day

Continuous:I

spendmore

than

three

hours

aday

doing

this

Notat

all

BankingSearchShopping

A social anthropology

view, Sally Applin

Peoples Web Report


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Netbiscuits 2013


On an average day, which of thefollowing do you use your tablet for,and how much?

Across all activities, people are spending far longer on

tablets. This demonstrates how, in a consumers daily

multi-platform journey, tablets are being used for more

involved mobile web usage. The greatly increased

screen size is the obvious causal factor here, making

it very important for brands to deliver tablet mobile

experiences optimized for the functionality of

the device.

5%

10%

15%

20%

25%

30%

35%

Brief:Iq

uicklyglim

pse

atit

Some:I

spe

ndup

to

5minute

slooking

atthis

Notable:I

spendup

to

15minutesdoing

thiseach

day

Depth:I

spend

betw

een

30

minutesan

dan

hourdoing

thisevery

day

Significa

nt:Is

pend

up

to

30

minute

sdoing

this

On-going:I

spendbe

tweenan

hour

and

thre

ehoursdoing

thisevery

day

Contin

uous:I

spend

more

than

three

hours

adaydoing

this

Notat

all


On an average day, which of thefollowing do you use your feature phonefor and how much for each categoryacross Banking, Search, and Shopping?

Although activities on feature phones were carried

out to a far lesser extent than smartphones and

tablets, only half of people never searched, shopped,

or banked on their phone. Only this year will sales

of smartphones be higher than feature phones. That

means there is still a very big feature phone market

and a huge installed base of feature phone users.

Brands need to ensure the service they provide on

feature phones takes in to consideration regional

impacts within the market that may be driving how the

consumer chooses to interact with them through the

mobile channel.

10%

20%

30%

40%

50%

60%

Brief:Iquickly

glim

pse

atit

Some:I

spend

upto

5minuteslooking

atthis

Notable:I

spendup

to15

minutesdoingthiseachday

Depth:I

spend

between30

minutesand

anhourdoing

thisevery

day

Significant:Ispen

dupto

30

minutesdoingthis

On-going:I

spendbetweenanhourand

three

hours

doingthisevery

day

Continuous:

Ispend

more

thanthree

hours

adaydoingthis

Notatall

Peoples Web Report


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Netbiscuits 2013


What improvements would make youmore likely to increase these activitieswhen using your smartphone?

Across all platforms, the improvements that would lead

to an increase in activities across search, shopping,

and banking were nearly identical. Faster download of

content, an experience closer to how a PC functions,

and a more intuitive user experience were far in the

lead. This clearly demonstrates that brands need

to concentrate on the basic structural elements of

mobile experiences. There was little demand for more

advanced functionality such as integration with a

brands physical presence.

5%

10%

15%

20%

25%

Fast

er

dow

nload

of

conte

nt

An

expe

rienc

ec

lose

rtot

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Cweb

Amore

intu

itive

expe

rienc

e

Mo

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gratio

nwith

the

ph

ysic

alb

rand

E

asi

erto

use

Oth

er

Noth

ing

30%

35%

40%

BankingSearchShoppingLinear (search)

What improvements would make youmore likely to increase these activitieswhen using your tablet?

What improvements would make youmore likely to increase these activitieswhen using your feature phone?

5%

10%

15%

20%

25%

30%

35%

40%

Fast

er

dow

nloa

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Peoples Web Report

10%

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21/29

40 41

Netbiscuits 2013



When are you most likely to conductactivities for Banking, Search, andShopping using your smartphone?

The most common times for all activities are the same,

demonstrating the web users have fully integrated the

mobile platform into their lives. The jump in lunchtime

activity, unsurprisingly, demonstrates the importance

of building context into a mobile web experience.

Usage does climb significantly in the evening at home,

especially for shopping. In t he evenings, browsing is

likely to be part of a multi-screen experience (e.g. in

combination with TV, PC). In the mornings, it is likely to

be non-multi-screen. This means that most people will

be connecting via a better quality WiFi connection and

will be anticipating a longer session than during the

daytime. Context is important, as it counter-argues the

view adopted by many organizations. Brands should

avoid the half-way house solution of just providing a cut

down version of a desktop site for smartphone users.

5%

10%

15%

20%

25%

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30%

35%

Peoples Web Report

When are you most likely to conducteach of the following activities usingyour tablet?

Mobile web usage on tablets increases significantly

in the evening, with usage against all three activity

categories following a similar pattern. Combined with

the longer time periods consumers were found to be

spending across all activities on tablets, this cements

the importance of ensuring mobile experiences

delivered to a tablet take full advantage of a tablets

higher quality graphics, processing power and

screen size.

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20%

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22/29

42 43

Netbiscuits 2013


If you access a website on your phonethat is not mobile specific and thereforedifficult to use, would you:

Over half of all websites are not optimized for mobile,

according to the Interactive Advertising Bureau (IAB).

This is extremely worrying as according to the survey,

less than a quarter of people will bother trying to

access those sites that arent. If 44.3% of consumers

access the website on a PC instead, the customer

journey has already been broken. As consumers

increasingly move onto the mobile platform for all web

use, brands will come under further pressure to deliver

the experience thats expected of them, as consumers

will give up on trying to access a non-optimized site

and move to a competitor site instead.

21.6%

22.9%44.3%

9.2%

2.0%

Not be bothered anduse it the best you can

Not bother trying to use it

Use it instead on a PC

Use a different websitefrom a competitor

Other, please state

Peoples Web Report

Have you ever been presented withan option to download an app whenbrowsing on a mobile device?

Yes: 74. 4%

No: 24.6%

If yes, how frequently doyou download the app?

Over 30% simply wont bother trying to use a brands

non-optimized site, or turn to a competitor. There

is no clearer demonstration that brands without

mobile optimized sites are slamming the door in their

customers face.


23/29

44 45

Netbiscuits 2013


If you do download apps whenpresented with the option onwebsites, why?

While 40.1% of app downloaders expressed a

preference for them, almost a quarter (2 1. 4%)

assumed they had to do so to continue using the

service. We know that the mobile web and brand

perception are tightly linked. A bad mobile web

experience means negative sentiment towards

a brand. On the topic of applications, only 23.2%

download an app because they want the brand app

on their mobile device.

Generally, there are other reasons why people have

a preference for apps 35% of respondents think

they get more features. This shows that the priority

for many brands should actually be the mobile web,

where brands are far more likely to be searched for in

the first place. The mobile web experience should be

as good as, if not better than, the app experience to

change this perception and prevent giving consumers

a broken experience.

40.1%

35.2%

14.6%

23.2%

2.9%

I prefer workingwith Apps

I assumed I had to

The app had morefeatures I require

than the website

Because I wantto work offline

I wanted the brand appon my mobile device

Other, please state

Peoples Web Report

The majority of users surveyed said that they didnt download apps fromwebsites because they were browsing for information and the second

largest group indicated a preference for working with websites. The rest of

the responses were split between not wanting to waste time downloading

(remember, download speeds in almost all countries were thought to be

too slow), felt they had too many apps, lacked time (again, this could point

to download speed) or other. In the raw data for this question, the highest

response to preference for the web was from China, which could benefit

from exploration with regard to time/cost issues. In addition, UAE was

higher than other groups by nearly 10% in feeling that they had too many

apps. Again, this might be worth exploring in the culture. China also scored

overwhelming higher than any other country on feeling like they didnt want

to waste their time downloading apps.

A social anthropology

view, Sally Applin


24/29

46 47

Netbiscuits 2013


If you DO NOT downloadapps from websites, why?

For the majority of people that didnt download an app,

the most common reason cited was a preference

for websites. Although mobile apps can be useful

for niche services such as gaming, they are not part

of the open mobile web, which is how consumers

predominantly discover content. The figure of 16. 4%

of people who already had too many apps is certain

to rise. In May 2012, Nielsen found that the average

number of apps per smartphone has grown 28% over

a year to 32. There appears to be a tipping point here

with people not only thinking they have too many

apps, but also conscious of wasting data downloading

them (30%). The mobile web is often a more intuitive

choice, with 37% of respondents happy to browse

for information without downloading anything onto

their device.

8.7%

29.8%

11.6%

I prefer workingwith websites

I was just browsingfor information

I have too many apps

I didnt have time

I didnt want to waste my datatime downloading an app

Other, please state

Peoples Web Report


Sally Applin

29.8 % of these users didnt want to waste their data time downloading anapp, and 8.7% didnt have time. This is a key finding in disguise. A huge

barrier to adoption of apps could also be the cost in time and money for

downloading them.

Social networking may be preferred on a native app due to other reasons

besides frequency of use. Social networks contain people and relationships.

There may be the notion that these are somehow closer to the person when

carried in an app directly on the device. Social network apps have an easier

task of displaying content than other sites, particularly those that require either

a fixed amount of time and log in, such as banking, and, in a lesser case,

shopping, or things that are network intensive such as gaming.


25/29

48 49

Netbiscuits 2013


Do you prefer using a website oran app on your mobile device todo the following?

Mobile websites were the platform of choice for

popular activities such as shopping and search. Social

networking was preferred on a native app, likely due

to the fact that apps such as Facebook tend to come

pre-loaded on smartphones, and are among the few

apps people use on a daily basis.

People tend to use these apps on a daily basis

because they have the intention to carry out a very

specific function, or have an idea of what they want

in to achieve in advance. But the mobile web is

preferred when you dont know who you want to

interact with in advance, which actually is the majority

of the time. This is why shopping is preferred on the

mobile web: I dont know who I want to buy from yet,

so I am not going to limit my choice to the one store

whose native app I have downloaded. Games, which

require a large amount of integration with device

hardware, are the only other type of content for

which apps are preferable.

10.0%

20.0%

30.0%

35.0%

40.0%

45.0%

5.0%

0.0%

15.0%

25.0%

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Netw

orks

Sho

ppin

g

Sea

rch

Music

Gam

es

Banking

Native App

Website

Both

Neither

Peoples Web Report


26/29

50 51

Netbiscuits 2013


How aware are you ofnew technologies like NFC?

Most people have never used the NFC chip in

their bank cards. This is partially because bank and

retailers havent demonstrated any advantages to

customers, despite investing in installing tap and

pay NFC payment infrastructure.

With the functionality now becoming widespread in

mobile devices, it will be brands that make use of

NFC technology to deliver compelling mobile web

experiences that will gain the advantage over

their competitors.

9.8%

47.3%

16.5%

5.6%

20.8%

Never heard of it

Heard of it, but never used it

Used it once

Used it regularly

Havent used it, but

would like to in the future

Peoples Web Report

How aware are you of newtechnologies such as mobilepayments and purchases?

While the overall proportion of people who have used

mobile payments is reasonable, the number of people

who have heard of it, but never used it dwarfs this

number. This suggests that consumer education is not

a problem. People dont use technologies for the sake

of using technology, and generally have no interest in

the technical details. This is why the uptake of NFC

will not be based on whether people know of NFC, but

on whether NFC can become part of a process which

is integrated into a mobile experience that is both

intuitive and enjoyable for consumers.

78.6%

13.7%

7.7%

Never used mobile forpayments and purchases

Ive used it once ortwice, but not regularly

I use mobile payments andpurchases frequently


27/29

52 53

Netbiscuits 2013


Although behavioral trends were remarkably

constant across the globe, some fascinating regional

differences were uncovered. It is these differences

that will in fact have a huge impact on how mobile web

strategies for global brands are effectively developed.

These results demonstrate the necessity for an in-

depth understanding of audience behavior towards

mobile web, to be able to create experiences that are

adapted for each unique market.

When asked what they would do if a mobile website

they were attempting to access was difficult to use,

due to not being optimized for their device, Germans

were the most tolerant, with 38.4% stating t hey would

not be bothered and use it the best I can.

Consumers in India (12. 4%) and the US (11. 2% ), are

most likely to abandon the session, opting to use

a competitor site instead. Those in the UK (5.6%),

and in Germany (2.2%) are least likely to take this

approach. In most cases though, respondents said

they would simply revert to accessing the website via

a PC instead. The fact t hat the mobile experience was

a failure is concerning, despite it being the preferred

platform of engagement for the consumer. It implies

that organizations are unable to provide a relevant

brand experience on first attempt, making it more

difficult for consumers to engage effectively with

their brand.

Many respondents said they wouldnt bother trying to

use a site at all if it wasnt optimized. The UK (31 .1%),

and Australia (32.1%) were most likely to take this

approach. Those in France were least likely at 1 7.4%.

There were also some interesting variations in the

reasons why consumers didnt download a mobile app

when prompted to do so. 21. 4% in India, and 42.9% in

China preferred using websites to apps. Respondents

from the UAE were most likely to feel they had too

many apps (30%), with South Africans least likely to

think this (5.7%).

Data plan restrictions were a concern across all

geographies, with the Chinese and South African

respondents being the most concerned (50% and

42.3% respectively). The French and Brazilians were

the least concerned (19% and 21.6% respectively).

The main issue voiced on reluctance to download

Global Nuances

apps was negative experiences with apps crashing.

68.6% of respondents in France, and 51.2% in the

UAE gave this as the primary reason for avoidance.

The country that had t he most positive response to

apps was Australia with 35.7%, while the least likely to

prefer downloading apps was Brazil at 20. 4%.

The fragmented nature of global technology roll-outs

goes some way to explaining the regional differences

in technology awareness. Consumers in China were

the most familiar with augmented reality (AR) with

20.6% using it regularly. The next closest was India

with 10.8 %. Germany was least likely to use AR

regularly with just 3.6%.

Smartphones are a clear winner in all

countries with the exception of Brazil and

UAE, where device preferences are nearly

tied. It may be worth investigating if this is

due to smartphone costs, or feature phonesbeing marketed successfully to attain higher

market penetration in these countries. Indias

high feature phone rate is representative

of the general trends were seeing in

emerging markets towards low-end, web-

enabled mobile devices, and would make

for an interesting follow-up study on device

preferences that is worth examining.

Peoples Web Report

20

40

60

70

10

0

30

50

UK

US

Brazil

Germ

any

China

South

Afric

a

France

UAE

Australia

India

%

Smartphone

Tablet

Feature

Percentage of users that

are satisfied with their

experience of the mobile

web on smartphone, tablet

and feature phone devices


28/29

The Mobile Web of the Future08

54 55

Netbiscuits 2013

The Mobile Web of the Future

Any aspirations for an ideal mobile web must

be tempered by the notion there will be as many

permutations of ideal as there are customers (with

different devices). Visualize each person in the multi-

faceted network having their own personal ideal web,which responds to their needs and desires at any

given moment. Were not there yet, but were getting

closer.

When we consider moving towards these types of

ideal future mobile web scenarios, it is crucial to take

into account the technologies that will be connecting

us when we get there, and who well be connecting

to. Most importantly, we must also consider who we

have become when those technologies will come into

being. To our credit, as humans we do think ahead. We

think of hardware and software, we think of network

hardware and infrastructure, but where we may lose

momentum is in considering ourselves in the context

of the future.

It is dangerous to extrapolate from the present

moment who we will be in the future. Well have added

capabilities, journeys and adaptations of technology

that we can fai

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