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Report: comScore unveils insights in main mobile development for 2013

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comScore Mobile 2013In a recent report called “2013 Mobile Future in Focus” comScore released their outlook for mobile trends. The report shows the U.S. mobile and connected device landscape in 2012, which is meant to the set the stage for the international expansion of the mobile revolution. It offers insights into mobile media consumption, mobile networks, platforms, as well as OEMs. It also includes key mobile market insights from the United Kingdom, France, Germany, Spain, Italy, Canada, and Japan.

The report illustrates the following trends for the mobile year 2013…

Multi-mobile use shapes the “Brave New Digital World”
The U.S. is surpassing 125 million U.S. consumers and tablets in mobile consumption. More than 50 million own smart mobile devices which make consumers being always connected. Americans spend more than one out of every three minutes online on mobiles. Does this show the end of the desktop?

Smartphones surpass 50% penetration and start ‘Late Majority’ of adopters
In 2012 the U.S. smartphone market became the year of mobile by finally surpassed 50% market penetration. It enters the “late majority” stage of the technology adoption curve. Smartphone subscribers increased 29% from a year ago and 99% from two years ago. 72% of all newly-bought devices were smartphones.

comScore Mobile 2013 Smartphone Tablet Ownership

Android and iOS Control U.S. Smartphone Market
Google’s Android OS and Apple’s iOS dominate the U.S. smartphone landscape with almost 90% of the market today. The well-developed app ecosystems makes it even more difficult for competing platforms to narrow the gap.

Samsung makes splash in smartphone OEM market
Samsung strongly competes more and more with Apple that is still the leading smartphone OEM. The year-over-year increase of more than 100% from Samsung and a two-year increase of more than 400% shows how much they are challenging Apple. The gap between the two competitors is steadily narrowing though.

High-Speed mobile connectivity speeds up mobile content consumption
Wider availability of high-speed internet access has increased the average user’s media consumption experience. Default Wi-Fi accessibility for smartphones and tablets like in coffee shops contributes to the new workplace and a better browsing experience for users. But also the availability of better networks speed (4G and LTE technology) will leverage the mobile content adoption.

comScore Mobile 2013 Content Per Topic

Spot On!
The report shows that 2013 was kind of the “year of mobile”. With the rise of smartphone adoption to an over 50% penetration but also tablets becoming more prevalent, it seems that the world is moving more and more away from desktop internet usage. Mobile devices make up the digital media consumption of consumers these days. Obviously, marketers and media companies need to adapt their businesses to the emerging mobile multi-platform world but should also see the opportunity of mobile car technology (Google Glass Project), Augmented Reality (IKEA), QR codes (Adidas) or “mobile storytelling” (AUDI).

So now up to you. What has changed in your mobile adaption from last year? What are you missing in terms of mobile marketing development? And what would you be open for when marketers address you with mobile content?

BlogHer Study: Are woman the mobile 'Generation Now'…?

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Millennials book their flights, hotels and probably would love to buy their drinks via their mobiles. They all get information in realtime. And the rest of the world? Do they also have acces to the world’s latest buzz, deals and chatter? One of the latest studies by the media network and publisher for women BlogHer states that our dependance on mobiles is massively increasing. Women manage and engage via our mobiles in all aspects of life – not important which generation it is. And if they don’t know, how can we know…?

They released some infographic that summarizes the results of their second annual consumer electronics study from December 2012. The stats are showing that we are all the mobile generation now. The study wanted to know when women of different ages usually buy electronic gadgets, what they love most about mobiles but also if fears accompany their mobile dependence.

BlogHer Study 2012 Mobile Gen

From these findings, they define three female mobile profiles…

The Recession Millennials (18-27 years old)
Unsurprisingly, Blogher describes Millennials as mobile natives. However, money stands in their way from diving into their early adopter reputation. Main fear? Their mobiles get stolen! Still, they are 31% more likely to “use a gadget until it doesn’t work anymore.”

The Gen X Early Adopters (28-45 years old)
The power-users and consumers are coming from the Gen X age. They love their mobiles for its capabilities to “do it all.” Standing between life and career, 25% said mobiles make them being more likely to be too distracted to focus on their family.

The Boomer Bargain-Hunters (46-64 years old)

Boomers want gadgets, but not for every price. They love hunting for bargains – and can wait 12 months for technical gadgets. Mobiles are their heartbeat. Still, data privacy has become one of their concerns.

Our question would be if this is not very much stereotyped. Or do you agree with this picture of the typical woman at different ages?

Mobile is maturing. The only question is "In which way…?"

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Are we not all awaiting the “Year of Mobile”? Obviously, tablets and smartphones have made it become more sophisticated. However, most marketers still do not know how to approach this evolution from a strategic perspective. Understanding the bigger picture seems to become a leadership task. Who is using mobile tools on a daily basis? What are mobile business goals? Why do our employees need mobile and BYOD? Why is there an opportunity in using mobile to speed up business processes?

A new study by Compete describes for example who “Primary mobile users” on Twitter are. 57% are less likely to log into Twitter from their desktop than the average Twitter user. They check their updates and tweets more frequently than most other users. With 86% they are more likely to be active on Twitter several times a day than the average user. Smartphone apps are their entry point. However, 15% of the Primary mobile users” work on Twitter via their tablets predominantly.

Twitter Competer 2012

Furthermore, Mutual Mobile have created an interesting infographic which might offer some more insights, why enterprise mobility is essential for business development, where processes might get more impact through mobile, and how a company’s ROI might get the right boost with mobile.

Looking at the stats, it becomes obvious that the mobile priority increases with Chief Technology Officers (CTO), apart from dedicating greater resources to the mobile evolution when 94% of CTOs believe enterprise mobility will be important. Furthermore, 67% see mobile having more impact than the Internet did in the 1990s. Most important from an employees outlook is the fact that 65% understand more mobile support for employees as a critical priority.

Each and every business decision maker should see that mobile business leverages employees’ productivity (2X), quadruples margins and decreases customer churn by 20%. Private and business users are getting more and more engaged in mobile Internet activities. Mobile is maturing, the infographic states. Would you agree? And if so, do you have some more arguments why…?

Infographic_MutualMobile_Maturity_2013

Google: Demystifying Duplicate Content

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In many meetings, and I had one of those calls today, I understand again and again that managers have limited knowledge of what “Duplicate Content” means when working with multiple sites and/or using similar content on those. Now, what does Google really say about duplicate content? Can your business place similar text blocks or complete texts on different blogs and websites? And how about same content but in different languages?

In a video clip Greg Grothaus, a Google engineer for search quality, explains what “Duplicate Content” stands for and what it means to businesses.

General answer: Is there a Duplicate Content Penalty from Google? No, it’s a myth! Google wants diversity in the results that Google displays on search results. That’s the reason why pages might be omitted from Google which makes sense.

Deep answer: There are typical downsides of “Dupicate Content”.
– Dilution of link popularity: Better have 20 links go to one page, then twice 10 to two pages.
– User-unfriendly URLs in search results: Useless URLs effect branding & decrease usability – so better leave it.
– Inefficient crawling: The less Google has to crawl, the better for the new content to be seen.

Best answer: Google does not like Spam. Spam will find penalty, if it is done with a systematic approach, or when there is the absolute same content on different pages with no changes at all.

Our Advice: Create fresh content! Or do you want to buy the same stuff or gadgets you already have received as a present for Christmas? See…?

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36% of mobile car search convert within an hour, finds study

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It will be one of these studies that will make the car and travel industry think. Nielsen, xAd and Telmetrics just published the third part of their “mobile path to purchase” study. The research is based on findings for the travel industry, restaurants and the car industry. The study found some significant differences in the consumer behavior from the three industry sectors. Especially for the car industry the findings seem notable…

The research discovered four types of mobile car users: car researchers, car, deal hunters, ircumstantial or emergency users, gear heads. All showed different signs of behavior, demographic and income profiles. There are some significant findings.

Half of the mobile car search was done as a longer term research. However, 49% were “looking to make a purchase within the day.” Even more, 36% of this part converted “within the hour.”

By comparing the three categories, the study found some elementary difference between apps and mobile web usage. While car searchers are heading for mobile web usage (maybe because their demand is not of daily expertise with these apps), the travel search is done predominatly via apps.

The study also clarified some differences between smartphone and tablet user behavior which was especially in the automotive category of importance for the car industry:
– Tablet owners are 3x more likely to be influenced by positive reviews than smartphone owners
– Tablet users spend more time looking at reviews and doing price research than smartphone users
– 42% of smartphone users do some research while in their cars

Most car search activities were business directions (44%), pricing comparison (43%) and phone numbers to business impact (36%).

Things that connect us – Facebook started first ad campaign

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If you think that Facebook is all about sharing, then you might reconsider this in your marketing plans. Below you can find Facebook’s first advertising campaign with the title “The Things That Connect Us”.

The campaign will be rolled out in over 13 countries around the world. Why Facebook starts going the commercial route? Well, maybe Facebook has got to after their stock market experience. Or maybe they are simply celebrating the 1 billion users by looking back at the physical things that connect us. And with the simple message that Facebook is now enabling the same.

The 90 second production seems to me more like a “branding supporter” than a typical advertising campaign. It is telling us how we are utilising chairs, doorbells, bridges, airplanes to showcase the things that connect people around the world.

Interested to see your views on the video and what you think about them going back in the advertising age…

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Social Media & Customer Service? Companies have got 60 minutes max. to react

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Many companies and brands are asking themselves (and us): “How fast do we have to give some feedback or answer when somebody is pinging us on Facebook, Twitter and the likes?” Or: Do we have to give some feedback on the weekends? And the answers we have heard were quite astonishing. Many managers in companies still think they have got a day or two to reply to their customers – whether they are speaking with them on email or on one of their realtime streams. Many test we have done so far, have shown us that most companies don’t react at all, some not on weekends, and some after one or two days. Be sure, if you offer your clients a realtime channel, they will use it – and they don’t care if the problem comes up on a weekend or not.

In a recent research by Convince and Convert we can find some clean answer now: 42% of the respondents expect an answer in the first 60 minutes! What comes even worse for companies: 57% want the some reaction time no matter what time of day it is or whether it is a Saturday or Sunday. In total, 67% expect some response by companies in the someday.

Still, many companies don’t have the right resources to satisfy their customers Social Media expectations. And there are many reasons for it: not enough resources, lack in modern process management or lack in technical establishment. Some companies started mentioning their opening hours in the info or biography fields which kind of makes sense and becomes a state-of-the-art workaround for the interim period until companies understand what a full-fledged social business with proper community management means. And this definitely goes away from the “9-to-5” workplace we know from our fathers.

Spot On!
The main challenge for companies and brands is to find out what the deeper demand of the status update, the comment, the review or a rating is. Remember the 3R’s? In the end, what we have learned years ago, is that people want to have the feeling someone is taking care of them immediately. This does not essentially say that companies or brands have to supply the best possible answer or solution. Many managers have still not understood the fine difference between these topics.
What we would like to know is: Do 60 minutes feedback time make sense? Should we try to be more patient as users? Is a quick feedback really that important if our lives are not depending on it? You give the answer…

Google Study: How mobile-friendly sites help sales

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While Facebook turns more and more to search and ad exchange budgets, Google is still riding the mobile wave. In many moderations over the last two years, I could listen to their attitude towards building mobile websites, and why these are important to the business of the future. However, companies often resist to face the mobile evolution and still stick to their conventional desktop websites. Not to mention what this does to their brands when the user experience is driving into a nightmare of usability and readability.

To get more attraction for their mission, Google has now published some research data on their blog that will help them to evangelize in the mobile business world approach. The benefit for Google is obvious. The more people use mobile sites, the better the experience in mobile usage, the more people tend to approach the Google search which means more marketing budgets into their hands.

In their research of about 1,100 U.S. adult smartphone users conducted by  market research firms Sterling Research and SmithGeiger, Google gives some handsome advertising tips to make marketers better understand and evaluate the power of mobile.

The key findings can be summarized as follows…
– 67% of smartphone users state a mobile-friendly site makes them more likely to buy a company’s product or service
– 74% are more likely to return to the site with a good experience later.
– 61% made clear that when they don’t find what they’re looking for (in roughly five seconds), they’ll click away to another site.
– 50% of respondents said even if they like a business, they’ll use its site less often if it doesn’t work well on their smartphone.
– 72% see a mobile-friendly site important to them, however 96% have visited sites that aren’t.

Spot On!
The Google study advices marketers to create a fast mobile site with big buttons and text, and simplify the mobile experience in terms of keeping steps to complete tasks to a minimum. For sure, Google did not forget to promote the site with Google mobile ads with some good results: two-thirds of people who use search find a site. Their conclusion is that “having a great mobile site is no longer just about making a few more sales. It’s become a critical component of building strong brands, nurturing lasting customer relationships, and making mobile work for you”. There is not much more to add.
Still, we would be happy to hear from your mobile experience – with or without Google. Did you change your site lately and what did it do to your sales?

Augmented Reality: Sight and the Google's glass project

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Graduates need to take a look into the future. Some do it quite well and are creating an exciting picture of times and technical evolution ahead of us. The following short film “Sight” by Sight Systems was done from Eran May-raz and Daniel Lazo. It was developed from a graduation project from Bezaleal academy of arts and is definitely worth watching.

It somehow reminded me of the Google Glass project, a research and development program with the intention to create products that are hands free displaying information. For now, these are currently just available to most smartphone users, and allowing for interaction with the Internet via natural language voice commands, in a manner which has been compared to the iPhone feature Siri, as Google explains.

Whether there are similarities between the two projects or not, the film tells a story of a world which gets new impact through augmented reality glass technology. And if we will wear traditional glasses, contact lenses or whether these are implanted in the end, only the future can tell. However, the vision created in this film is scary, eye-opening to AR technology opportunities, and somehow disturbing the fascination of the unknown, unexperienced and undiscovered. Life as it is.

But now, watch it and tell us what you are thinking…?

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How mobile is exploding in 2012

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The world is talking mobile. Desktops are dead. Smartphones and tablets are rocking! The market for mobile is massive and continues to grow around the world. Mobile is redefining the world we live in, the way we interact and the way we communicate on a daily basis.

The following infographic by Trinity explains nicely in a collection of stats how much the mobile market will influence our daily shopping behavior in the future. You just have to have a look at some numbers…

Worldwide, there are 6 Billion mobile subscribers. Obviously some own two devices which means that probably not 87% of the world population has one. The biggest growth comes from China and India that account for 30% of the growth. In only the last three years, developers have thrown 300.000 apps on the market. One of the main reasons why 1.2 Billion users access the Internet from their mobile devices. And the winner of all this development? Google! They sign 2.5 Billion USD in mobile ad spendings a year.

Mobile is exploding all over the world in 2012. And no marketer can dare not to see this development…