Connected Mobile - SEO Expert · Connected 58% are online Mobile 36% smartphone penetration...

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Connected

58% are online

Mobile

36% smartphone penetration

Multiscreen

1.6 digital devices on average

Source: TNS connected consumer study 2014

74% smartphone penetration on population 25-34 Smartphone usage by age group in Serbia (2013 vs. 2014)

Source: TNS connected consumer study 2014

49% 46%

28%

13% 9%

3%

67% 74%

46%

24% 19%

3% 0%

20%

40%

60%

80%

100%

16-24 25-34 35-44 45-54 55-64 65+

56% of smartphone usage takes place out of home

23% 56% 34%

Source: TNS connected consumer study 2014

64% use their tablet for private reasons only

Work Only

Private Only

&

58% 63% 64%

5% 3% 11%

37% 33% 25% Source: TNS connected consumer study 2014

PC/ Laptops

Tablets

Total: 10%

Total: 94%

Smartphones

3% 5%

32%

53%

5%

Total: 43% 1%

5% go online with all three devices

Source: TNS connected consumer study 2014

1%

10% use the Internet more frequently on a smartphone than on a computer

10%

Source: TNS connected consumer study 2014

Mobile is accelerating the trend

5% Use internet only on smartphone

15% Purchase online using

their smartphone

Source: TNS connected consumer study 2014

44% of all TV & online users connect to the Internet while watching TV

Source: TNS connected consumer study 2014

TV & online users* 3-Screener**

❖ Simultaneous online usage while watching „regular“ TV

44%

54% 67%

33%

If present, smartphones are used most often to go online while watching TV

Source: TNS connected consumer study 2014

67%

36%

8%

33% 44% 40%

0%

20%

40%

60%

80%

100%

PC Smartphone Tablet

TV & online users 3-Screener & TV & online users*

26%

20%

18% 16%

15% 15% 14%

Source: Google Internal Data Time Period: Jan’14 – Dec’14

Share of Queries from Mobile Devices on Google Search

“Users are Ahead of CEE Average in Their Preference to Use Mobile Device When Searching Online”

24%

21% 20% 20%

14% 12%

8%

Source: Google Internal Data Time Period: Jan’14 – Dec’14

Share of Mobile Queries Matched with an Advertisement

“Advertisers are Slow to React, Leaving

Almost 90% of Queries Unmatched”

0"

50"

100"

150"

200"

250"

300"

350"

400"

Jan+13" Feb+13" Mar+13" Apr+13" May+13" Jun+13" Jul+13" Aug+13" Sep+13" Oct+13" Nov+13" Dec+13" Jan+14" Feb+14" Mar+14" Apr+14" May+14" Jun+14" Jul+14" Aug+14" Sep+14" Oct+14" Nov+14" Dec+14"

Increasing Gap between Demand and Supply on Mobile Devices

Source: Google Internal Data Time Period: Jan’13 – Dec’14

Mob

ile Q

uery

Vol

ume

(Inde

xed,

Jan’

12 =

100

)

Uncontested Market on Mobile

Contested Market on Mobile

Mobile Queries in Serbia (2013 – 2014)

Market Opportunity

Opportunity with Mobile Advertising?

47% Average User in Serbia Makes 47% More Searches on His Mobile Device

than His CEE Peers…

Source: Google Internal Data, World Bank Time Period: Jan’14 – Dec’14

25%$24%$

19%$19%$

32%$31%$

0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#

23:00#22:00#21:00#20:00#19:00#18:00#17:00#16:00#15:00#14:00#13:00#12:00#11:00#10:00#9:00#8:00#7:00#6:00#5:00#4:00#3:00#2:00#1:00#0:00#

Distribution of Queries by Device (Hourly)

Source: Google Internal Data Time Period: Jan’14 – Dec’14

Desktop

Mobile

Tablet

Share of Queries by Device

Tim

e of

Day

Peak Mobile Hours

05:00 – 08:00

21:00 – 01:00

Provide content on your brands and products because that’s what they want

Top categories on mobile search: mobile phones, gadgets, gaming,

shopping web sites

Source: google internal data

21%

of all queries on google search engine,

linear growth trend

Growth of mobile queries on google.rs

Source: Google internal data March 2015

31%

of all queries on google search engine,

100% growth Y0Y

Growth of mobile queries on google.rs

Source: Google internal data March 2015

Growth of mobile queries on google.rs

Source: Google internal data March 2015

28%

of all queries on google search engine,

80% growth Y0Y

Desktop vs. Mobile Ad Clickthough Rate (CTR) inCentral & Eastern Europe, by Country, Dec 2013-May2014

Mobile Desktop

Poland 0.96% 0.44%

Bulgaria 0.67% 0.52%

Slovakia 0.67% 0.43%

Latvia 0.67% 0.28%

Romania 0.67% 0.50%

Czech Republic 0.65% 0.33%

Croatia 0.49% 0.41%

Hungary 0.45% 0.20%

Lithuania 0.44% 0.24%

Serbia 0.27% 0.26%

Source: gemiusDirectEffect as cited in Gemius, "Consumers Go Mobile inCEE: Mobile Market Overview," Dec 8, 2014184404 www.eMarketer.com

Multiscreen Users in Serbia

Source: TNS connected consumer study 2014

86% watch video

content online

47% 53% 38%

have kids

59% are aged between

16 and 34 years

€ 30%

have a high income

27% have a high education

95% use a smartphone

22% use a tablet

99% use a PC

Ø 3.4 internet enabled

devices

2% use a handheld

game device

5% use an

eReader

90% listen to

music online use 83%

6% use

use 6%

use 4%

94% use a

regular TV

86% use social networks

19% use

use 22% 93% use

49% do online gaming

31% purchase

online

SET UP MOBILE EXPERIENCE

SET UP MOBILE EXPERIENCE

SET UP MOBILE EXPERIENCE

Store visits

Estimated Total

Conversions = + + +

Online Conversions Advertisers see today

Cross-Device Conversions

Mobile to Computer Computer to Computer Tablet to Computer

12% Entertainment

8% Travel

8% Technology

7% Retail

Increase in conversions

measured when using estimated

total conversions

Calls

MEASURE FULL VALUE

Mobile Search Solution Suite

Discover users wherever they are, in apps and web, while they...

Search Watch on YouTube Play in Apps Surf the Web Work in Gmail

Driving discovery and installation

of your app

Driving discovery and installation of your app

Building awareness

Mobile Masthead TrueView Video Ads Lightbox ads

In summary...

●  Plan for change

○  Organize to win in mobile UX ○  Measure full value ○  Drive mobile traffic

86%

14%

Sources: Time spent stats: http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.U44l461dVX4; Commercial task stats: Google/Ipsos Multiscreen Industry Study of 29k smartphone users across 9 industries (to be published).

ON MOBILE, ENTERTAINING APPS DOMINATE TIME, BUT SITES CAPTURE THE BULK OF TRANSACTIONS.

TIME SPENT ON SITES

TIME SPENT ON APPS

14%

40% GAMIN

G & ENT.

28% SOCIAL

20% OTHER 66%

SITES

6% APPS

28% SITES &

APPS

PRIMARY CHANNEL FOR COMMERCIAL TASKS

INDUSTRY SNAPSHOT

75% OF AUTOS USERS

60% OF FINANCE USERS

70% OF TRAVEL USERS

71% OF RETAIL & TECH USERS

64% OF LOCAL SERVICES USERS

... USE SITES MORE OFTEN FOR

COMMERCIAL TASKS

USER TIME SPENT ON MOBILE DEVICES

FIRST: BUILD A GREAT SITE FOR THE MAJORITY OF USERS

MSITE & APPS STRATEGY

BUILD A MOBILE SITE TO MEET NEEDS OF THESE USERS. THIS SHOULD BE PRIORITY #1 1

FOCUS ON CORE CAPABILITIES INCLUDING COMMERCE AND OTHER KEY CONVERSION EVENTS 2

UNDERSTAND AND OPTIMIZE TO USER BEHAVIOR. USE THE 25 MOBILE DESIGN PRINCIPLES 3

IDENTIFY UNIQUE, APP-ONLY CAPABILITIES THAT COMPLEMENTS SITE FUNCTIONALITY 4

BUILD AN APP THAT GOES BEYOND COMMERCE FOR LOYAL, REPEAT USERS WHO ENGAGE DEEPLY 5

PROMOTE YOUR APP TO AN AUDIENCE THAT IS READY TO USE IT (THIS MAY NOT BE 1ST TIME USERS!) 6

NEXT: BUILD AN APP FOR YOUR POWER USERS

Assigning value to all mobile conversions:

building an attribution model

Let’s try

g.co/fullvalueofmobile