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Tablet: -‐ the New Fron1er
Wednesday 13thth March, 2013
Irene Ongkowidjaja – Fairfax Rob Marston – Zeus Unwired
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Content
• The Australia Tablet Owner • All ‘Devices’ are not created equally • What is the Tablet opportunity? • Case Study -‐ Fairfax Domain
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IAB Australia predic1on 2012
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The Australia Tablet Market
• 2.5m units sold by the end of 2012
• 15% penetration growing to 30% in 2013
• Apple will have install base advantage in 2013
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Almost Equal Smartphone and Tablet Traffic Share
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At Home
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Consumers Browse on Tablet
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Tablet Users More Engaged
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Search is a Key Activity
N.B. Smartphone sample not asked Tablet option
Source: IAB Three Device Lives: Tablets in context
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Paid Search conversion rates higher on Tablet
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0%
5%
10%
15%
20%
25%
30%
35% Day in the Life of Device Usage - Weekday
Desktop Mobile Tablet
50% of tablet uses are after 7pm %
inte
ract
ions
Source: IAB Three Device Lives: Tablets in context
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Usage peaks at Weekends
`
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Tablets are an entertainment device Which of your devices best allows you to be entertained?
Source: IAB Three Device Lives: Tablets in context
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Gaming is a key category for Tablet
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People love exploring on tablets Which of your devices best allows you to explore new things?
Source: IAB Three Device Lives: Tablets in context
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PuVng your feet up!
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The Value Add of a Valuable Ad
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Kerching
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Do I need a T-commerce strategy?
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Tablet owners shop a lot
72%
purchase weekly
2:56 2:12
Source: IAB Mojo Study
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Conclusion
• The Tablet User is – At home – Older – More engaged – Spending – Watching video – Playing games – Over Wi-‐Fi
• Connect using – Rich Immersive content – Preferably video… – …even longer form – With an op1on to buy – In tandem with TV – Aaer 7pm!
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Domain.com.au iPad App Case Study
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How did the app came about? • Late 2010 we no1ced that there were 50,000 users (and growing) that accessed our website & iPhone app on their iPad • These 50,000 users generated 3,000 property email enquiries per month • We also started receiving many requests from our users asking for an iPad app • At that 1me, there were approximately 250,000 iPad in Australia and it was growing strong. Gi Australia survey showed that 12 months from then, 1 in 8 Australians were likely to buy a tablet • From our iPhone app, we knew that apps are more engaging than website (Double number of proper1es were being shortlisted, and higher conversion to leads)
So we knew that if we built an iPad app, we would already have :
1. Customer base that will switch to iPad app immediately 2. These customer base were growing strongly 3. Higher engagement and conversion from these users
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What was the build process? • Started with analysing iPad user profile & exis1ng usage behaviour (when is it being used most?) • Determine core usage tasks & MVP • Determine UX and Design principles & guidelines • Figure out context of use – how it will be used? • Compara1ve review • User Sessions – Morae Observer -‐ internal staffs, various background • Agent visits – they are our consumers too • Building (with lots of tweaks as we go!) • Test, test and test – make sure it feels right • Get colleagues & friends to use the app for their weekend inspec1ons prior to release
RESEARCH
PROTOTYPE
USER SESSIONS
BUILD
TEST
TWEAKS
User testing – Video captures using Morae Observer
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Lessons Learnt Result
• The map!
• Fresh perspec1ve of loca1on • More open minded • Interac1ve
• Intui1ve & Easy to use
• How do I refine my search? • How do I search for mul1ple suburbs? • Satellite & Hybrid mode for map
• 16,000 downloads & 200 posi1ve ra1ngs/reviews within 1 week (before marke1ng commenced) • 1st day of marke1ng = 5,000 downloads • Achieved our 50,000 downloads in 3 weeks
• Very posi1ve – happy users & agents • 4.5 star ra1ngs in App Store • #1 Lifestyle category, #1 Overall category, and #2 Lifestyle category in NZ
• Winner for Best Classifieds – AIMIA • Top Lifestyle iPad app ‘Rewind 2011’ -‐ iTunes • Top 25 All 1me free Lifestyle iPad app in Australia – iTunes • Top 20 App Store Best of 2012 -‐ iTunes
• Build the basic right first 1me • Keep it simple • Add features as you go • Understand and listen to users • Tweak and descope
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