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Setting the scene: mobile oliver robinson , Gfk

Setting the scene: mobile oliver robinson , Gfk. Where are we? Where are we going?. Pope John. Paul II’s body is carried across St . Peter’s Square for public viewing following his death in 2005.

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Setting the scene: mobile oliver robinson , Gfk

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  1. Setting the scene: mobileoliverrobinson, Gfk

  2. Where are we? Where are we going?

  3. Pope John Paul II’s body is carried across St. Peter’s Square for public viewing following his death in 2005 Pope Francis speaks to St. Peter's Square for the first time after he was elected last Wednesday

  4. Mobile: really, really big UK device ownership (claimed) 74% 54% 27% Smartphone Tablet PC / laptop • Source: GfK Integrated Tablet Report (all respondents, n=3,056)

  5. Mobile: really, really big (…and getting bigger) 30 million UK device sales Tablets Smartphones 20 million Laptops Desktops 10 million 0 million Q3 2007 Q2 2012 • Source: GfK Consumer Choices, sales data

  6. The internet was once a place we visited...

  7. …but we use mobile in a much more personal way

  8. This means a fundamentally different device relationship

  9. “The clear distinction between on and offline, between human and technology, is queered beyond tenability” Nathan Jurgenson • Source: The New Enquiry

  10. We’re using the internet on our mobiles throughout the day… 12am 12pm 12am Mobile Commute to work Fixed line internet Morning Noon Night • Source: GfK Connected Life (behavioural data, base 307)

  11. Pre-mobile, the internet was a place we visited… …and it’s not all via apps… of smartphone owners use the device to browse the web daily • 54% • Source: GfK Omnibus, January 2013

  12. …although it might not be browsing as we know it Average unique domains visited Average impressions per domain 9.2 7.6 PC / laptop Smartphone 2.0 2.7 • Source: GfK Connected Life (behavioural data, base 307)

  13. What does all this mean for mobile advertising? If mobile advertising doesn’t respect what users are trying to achieve on mobile devices, it will do more harm than good

  14. Where are we? Where are we going?

  15. The smartphone is running out of devices to cannibalise…

  16. “The most important innovation in smartphones will be a product that is not a smartphone” Horace Dediu • Source: Asymco

  17. You think fragmentation is bad now?

  18. GfK Tech Trend: Information Overload We are here (…for now at least) • Source: GfK Tech Trends 2013: https://virallyapp.com/download/tech-trends-2013-alt/179

  19. GfK Tech Trend: Intelligent Design We should be here! • Source: GfK Tech Trends 2013: https://virallyapp.com/download/tech-trends-2013-alt/179

  20. …so what does this all mean for mobile advertising? (from the consumer perspective, at least) Think about context Make sure it’s relevant

  21. Contact us For more information on anything featured in this deck, get in touch: Oliver Robinson, Research Manager, Technology T: +44 (0)20 7890 9475 oliver.robinson@gfk.com Babita Earle, UK lead Innovation and digital T: +44 (0)20 7890 9467 babita.earle@gfk.com

  22. Download Tech Trends 2013 • A range of influences will shape the technological landscape this year. • Here we present six trends for 2013 and beyond: • Managing information overload • The data agenda • Intelligent design • Open-source models • A brand of me • The disruption of hardware • Download the document via the link below: https://virallyapp.com/download/tech-trends-2013-alt/179

  23. Thank you @ollyjrobinson Oliver Robinson, GfK

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