Understanding The Changing Mobile Audience Chris Silva, Industry Analyst Altimeter Group @802dotchris
Transcript
1. Understanding The Changing Mobile AudienceChris
Silva,Industry AnalystAltimeter Group@802dotchris
2. Mobile has become the screen of choice. 2012 Altimeter
Group
3. Despite economic fallout, the world went mobile Smartphones
have been relatively recession-resistant, growing from 25%
penetration to 50% penetration overall in the last two years in the
U.S., according to Nielsen. New devices inspire confidence in
spending behavior: 4/5 US smartphone owners use their device in
shopping (in store or m-commerce) 2012 Altimeter Group
4. Mobile innovation is all but a certitude The Rutberg &
Co research innovations (Jan 2012) found VCs were seeing spent $6.3
billion or 42.4% are just a start. of their budgets on mobile
investments in 2011 (up from $4.5 billion or 30.4 percent in 2010)
VC investments in mobile marketing and advertising companies was
$592 million in 2011 (up from $128 million) 2012 Altimeter
Group
5. The Platform Winner Is Not Yet Crowned July, 2012: 51.8% of
US devices are Android, 34.3% iOS July 2012 2012 Altimeter
Group
6. Whats Happening With Platforms? Mobile is here to stay, and
investing in content for it and support of it in the enterprise is
critical. Platforms are not a foregone conclusion and will continue
to fluctuate choosing only one is myopic. Investment in tools means
a crowded market of brand- and enterprise-side tools, choose
wisely. 2012 Altimeter Group
7. Tablets Are Quickly Gaining Ground 2012 Altimeter Group
8. The Gap In Tablets Narrows 2012 Altimeter Group
9. Who Are Tablet Users? 2012 Altimeter Group
10. Whats Happening With Tablets? Tablets are increasingly
mainstream and no longer represent a narrow user demographic.
Android is experiencing a resurgence against iOS and developing for
or only supporting iOS is not a long-term strategy. 2012 Altimeter
Group
11. When Are They Interacting? After-hours mobile and non-
mobile shopping are nearly even. iPad rules the night, as device
users spend more time onsite. Source: Bazaarvoice, Inc., The
Conversation Index #3, 2011 2012 Altimeter Group
12. Content Is Still King On Tablets 2012 Altimeter Group
13. But Content Types Are Still Immature Most video is
short-form, YouTube content 2012 Altimeter Group
14. Whats Happening With Tablets? Our usage of mobile media,
especially on tablets, is still taking shape. Todays leading tools
show promise of whats to come, but were still in the very early
days. Think ecosystem, how can the tablet extend a campaign into
the users hands? How can it bring the office environment to the
user anywhere? 2012 Altimeter Group
15. THANK YOU Chris Silva [email protected]
makemobilework.com @802dotchris Disclaimer: Although the
information and data used in this report have been produced and
processed from sources believed to be reliable, no warranty
expressed or implied is made regarding the completeness, accuracy,
adequacy or use of the information. The authors and contributors of
the information and data shall have no liability for errors or
omissions contained herein or for interpretations thereof.
Reference herein to any specific product or vendor by trade name,
trademark or otherwise does not constitute or imply its
endorsement, recommendation or favoring by the authors or
contributors and shall not be used for advertising or product
endorsement purposes. The opinions expressed herein are subject to
change without notice. 2012 Altimeter Group
16. 16 ABOUT US Altimeter Group provides research and advisory
for companies challenged by business disruptions, enabling them to
pursue new opportunities and business models. Visit us at
http://www.altimetergroup.com or contact [email protected].
2012 Altimeter Group