MOBILE MARKETING 2014

WHY MOBILE?

WHY MOBILE?

MOBILE PENETRATION

MOBILE BROADBAND PENETRATION

MOBILE SUBSCRIPTIONS

–ERIC SCHMIDT, EXECUTIVE CHAIRMAN, GOOGLE

“The trend has been that mobile was

winning.It’s now won.”

MOBILE

36,000,000 82,109,000

63,395,574 54,861,245

87%SMARTPHONE USERS SEARCH FOR LOCAL INFORMATION VIA

THEIR PHONE

39%SMARTPHONE USERS HAVE

MADE A PURCHASE VIA THEIR PHONE

62%SMARTPHONE PENETRATION AS

A PERCENTAGE OF THE POPULATION

• 1 in 7 people worldwide own a smartphone

• The average person in the UK has access to 5.4 devices

• 1 in 4 online searches are conducted with mobile devices

• In one day, more smartphones are activated than babies are born

• 48% of marketers intend to increase mobile spend in 2014

• Mobile traffic in 2013 grew to 58% of all online traffic, an increase of 42% over 2012

• Sales completed via mobile devices grew 63% year over year, and exceeding 45% of total online sales

• 80.8% of users read email on mobile devices

• 4.2 billion people use mobile devices to access social media

• 91% of all people on Earth have a mobile phone, and 50% of mobile phone users use their phone as their primary method of getting online

MOBILE IS THE ONLY SHOW IN TOWN…

MOBILE MARKETING

–STEPHANIE BAGHDASSARIAN, DIRECTOR, GARTNER

“Growth will be fuelled by improved market conditions, such as provider consolidation,

measurement standardisation and new targeting technologies, along with a

sustained interest in the mobile medium from advertisers.”

UK MOBILE AD SPEND (£BN)

GLOBAL MOBILE AD SPEND ($BN)

– CLARK FREDRICKSEN, VP, EMARKETER

“Two years ago Facebook and Twitter had no mobile ad business. Today the companies earn between a third and half, respectively,

of all revenues from mobile ads.”

GOOGLE

• Earned 42% of all ad revenue in the US via mobile

• Google services are the top web property on smartphones, reaching 87 percent of the mobile audience through apps and mobile browsing

FACEBOOK

• Facebook's UK digital display ad spend was £279m in 2013

• Mobile advertising accounted for approximately half of total digital income

• As of January 2014, 53% of ad revenue driven by mobile

• Facebook controlled 16% of the global mobile ad market in 2013

TWITTER

• Mobile ad revenues up from £1m in 2011 to £44m in 2013

• Acquisition of MoPub strengthens the mobile ad market

APPLE

• iOS continues to be the mobile platform driving the most global mobile advertising revenue, 50% in the second quarter of 2013

• The iPhone accounted for 36% of ad revenue while Android phones accounted for just under 28%.

• iBeacon roll-out has commenced

WHAT WE LEARNED IN 2013

46% …of users won’t come back to a website that

didn’t load properly on their screen the first time round

50% …of all mobile searches lead to a purchase

57% …of users won’t recommend companies with a

poor mobile presence

59% …of users find mobile ads “useful”

60% …of Twitter’s ad revenue that will come from

mobile ads in 2014

70% …of customers welcome mobile ads

…of mobile searches lead to action within 1 hour…of online searches lead to action within 1 month

85% …of users prefer native apps to mobile websites

60% …of users prefer the mobile web over apps when

researching products and prices online

PREDICTIONS FOR 2014

PROGRAMMATIC

LOCATION

VIDEO

MICROCONTENT

FRICTIONLESS

CUSTOMERS IN 2014

CROWDSHAPED

WEBSITE

APPS

ECOSYSTEM

DIGITAL STRATEGY

CONTINUOUS IMPROVEMENT