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12 May, 2015
Presented by Geoffrey RamseyChairman, Co-Founder @geofframsey
The Global, Mobile Landscape
4.4 B 61%
penetration
Global Pop = 7.1 BSource: eMarketer, 2015
Global mobile penetration in 2015
1.84 Bof mobile users
26% of total pop
42%
Faster2G
Cisco Systems, Feb 2015
2014 2019
3G/ 4G 79%
21%62%
38%
Globally, smartphones are becoming:
Smartphone penetration as a % of mobile users
0%
20%
40%
60%
80%
US UK Germany France Italy China Global
42%51%
57%61%65%74%74%
Source: eMarketer, May, 2015
42%
Smartphone penetration as a % of mobile users
0%
20%
40%
60%
80%
US UK Germany France Italy China Global
42%51%
57%61%65%74%74%
Source: eMarketer, May, 2015
= 526 million (29% of world!)
42%
Mobile = 1/3
StatCounter, Q4, 2014 (global web traffic)
Marin Software, Q4, 2014 (global search inquiries)
of tablet users listen to music on
their tablets
Mobile gets
52%of all
social media site visits
––Merkle RKG, 2014
Mobile share of time spent on:
= 83%
= 70%
= 69%
= 60%Source: Frank N. Magid Associates, Dec, 2014
©2013 eMarketer Inc.
Sources: 88% apps, Flurry, 2014 88% apps, comScore, 2014
81%19%
AppsMobileWeb
Apps vs.Mobile Web~12% ~88%
Time spent on mobile devices skews heavily towards apps
3 hours, 12 minutes
4 hours, 39 minutes
46% of media time
TV
Total Digital
Desktop/Laptop
(23%)
2 hours, 13 minutes
2 hours, 26 minutes
(25%)
Mobile
(34%)
Source: eMarketer, 2015
A look at media time spent in the UK:
3 hours, 12 minutes
4 hours, 39 minutes
46% of media time
TV
Total Digital
Desktop/Laptop
(23%)
2 hours, 13 minutes
2 hours, 26 minutes
(25%)
Mobile
(34%)
Source: eMarketer, 2015
#2
A look at media time spent in the UK:
We see the same digital skew in the US, where mobile = ~25%
4 hours, 33 minutes
5 hours, 46 minutes
46% of media time
TV
Total Digital
Desktop/Laptop
18% of media time
2 hours, 12 minutes
37% of media time
Source: eMarketer, 2015
We see the same digital skew in the US, where mobile = ~25%
4 hours, 33 minutes
5 hours, 46 minutes
46% of media time
TV
Total Digital
Desktop/Laptop
18% of media time
2 hours, 12 minutes
2 hours, 51 minutes
23% of media time
Mobile
37% of media time
Source: eMarketer, 2015
Don’t forget about multitasking
70% of UK TV viewers use their mobile phones while watching TV
–Ofcom, July, 2014
In the US, consumer attitudes towards location-based marketing efforts:
• 51% “like” mobile ads with geo-relevant information
––xAd and Telemetrics, 2014
• 45% have “high to medium-high interest” in receiving personalized info based on their immediate location
––451 Research, 2014
In the US, consumer attitudes towards location-based marketing efforts:
• 51% “like” mobile ads with geo-relevant information
––xAd and Telemetrics, 2014Do you feel comfortable about a company having location and time data about you?
Consumer Survey by IBM and Econsultancy (2015):
38%(all companies)
72%(favorite or trusted company)
Global mobile ad spend tops $100 B
Get ready for some major mobile milestones in 2016:
Source: eMarketer, 2015
Mobile = 50% of global digital ad spend
Mobile overtakes desktop ad spending
Mobile ads will account for one out of every six total media dollars
Mobile internet ad spending as a % of total digital ad spending (2015)
United States
China
Worldwide
UK
Canada
Germany
Italy
France
0% 12.5% 25% 37.5% 50%
22%27%
32%34%
40%40%
45%49%
Source: eMarketer, March, 2015
0.0%
17.5%
35.0%
52.5%
70.0%
Total Media Digital Mobile
61.1%
17.8%
5.9%
Growth rates for global media
Source: eMarketer, May, 2015
0.0%
17.5%
35.0%
52.5%
70.0%
Total Media Digital Mobile
61.1%
17.8%
5.9%
Growth rates for global media
Source: eMarketer, May, 2015
CanadaGermanyFranceUSW. EuropeItalyUK
66%60%60%51%60%50%45%
By 2018, mobile = 66% of the global digital ad spending pie
Desktop = 34%
Source: eMarketer, March, 2015
Worldwide, marketer use of mobile location targeting is relatively low
11% - 18%
11% of marketers worldwide use geo-targeting to deliver location-based notifications
––Econsultancy and Adobe, Jan, 2015
Real-time location targeting improves campaign performance
18% of marketers worldwide use location-based mobile tracking
––Salesforce Marketing Cloud,
Nov, 2014
In the epic battle for mobile supremacy…
Source: eMarketer, March, 2015
= 51% of Global Mobile Ad
Market
+
Smartphones Connected Consoles
Connected Consoles
Desktop PCs
Social Machines Social Machines
Laptop PCs
Connected TVs
Ambient Surfaces
As media fragmentation continues…
Connected Cars
Wearable Technology
Tablets
©2014 eMarketer Inc.
…we’ll have increasing numbers of mobile devices following us around
Smartphones Connected Consoles
Connected Consoles
Desktop PCs
Social Machines Social Machines
Laptop PCs
Connected TVs
Ambient Surfaces
As media fragmentation continues…
Connected Cars
Wearable Technology
Tablets
©2014 eMarketer Inc.
…we’ll have increasing numbers of mobile devices following us around
The opportunity is not so much about the tiny screens, but the massive insights that can be gleaned by linking the data
The opportunity is not so much about the tiny screens, but the massive insights that can be gleaned by linking the data
“Location is the cookie of the
mobile world.”
––Cathy Boyle
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