Transcript Slide 1

SETTING THE SCENE: MOBILE
OLIVER ROBINSON, GFK
© GfK 2013 | Media Playground | 20.March 2013
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1.Where are we?
2.Where are we going?
© GfK 2013 | Media Playground | 20.March 2013
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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
© GfK 2013 | Media Playground | 20.March 2013
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Mobile: really, really big
UK device ownership (claimed)
54%
Smartphone
27%
Tablet
Source: GfK Integrated Tablet Report (all respondents, n=3,056)
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74%
PC / laptop
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Mobile: really, really big (…and getting bigger)
30 million
UK device sales
Tablets
Smartphones
20 million
Laptops
Desktops
10 million
0 million
Q3 2007
Source: GfK Consumer Choices, sales data
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Q2 2012
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The internet was once a place we visited...
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…but we use mobile in a much more personal way
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This means a fundamentally different device relationship
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“The clear distinction between
on and offline, between
human and technology, is
queered beyond tenability”
Nathan Jurgenson
Source: The New Enquiry
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We’re using the internet on our mobiles throughout the day…
12pm
12am
Noon
Night
Fixed line internet
Mobile
12am
Commute to work
Morning
Source: GfK Connected Life (behavioural data, base 307)
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Pre-mobile,
the internet
…and
it’s notwas
all via
a place
apps…
we visited…
54%
Source: GfK Omnibus, January 2013
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of smartphone owners
use the device to
browse the web daily
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…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
Source: GfK Connected Life (behavioural data, base 307)
© GfK 2013 | Media Playground | 20.March 2013
2.7
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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
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1.Where are we?
2.Where are we going?
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The smartphone is running out of devices to cannibalise…
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“The most important
innovation in smartphones
will be a product that is
not a smartphone”
Horace Dediu
Source: Asymco
© GfK 2013 | Media Playground | 20.March 2013
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You think fragmentation is bad now?
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GfK Tech Trend: Information Overload
Preinternet
• Not enough
information
Nascent
internet
• Too much
information
Source: GfK Tech Trends 2013: https://virallyapp.com/download/tech-trends-2013-alt/179
© GfK 2013 | Media Playground | 20.March 2013
Mature
internet
• Optimal
information
We are here (…for now at least)
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GfK Tech Trend: Intelligent Design
No data
Behavioural
data
Contextual
data
We should be here!
Source: GfK Tech Trends 2013: https://virallyapp.com/download/tech-trends-2013-alt/179
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…so what does this all mean for mobile advertising?
(from the consumer perspective, at least)
1.Think about context
2.Make sure it’s relevant
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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
[email protected]
Babita Earle, UK lead Innovation and digital
T: +44 (0)20 7890 9467
[email protected]
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Download Tech Trends 2013
A range of influences will shape the technological landscape this year.
Here we present six trends for 2013 and beyond:
•
•
•
•
•
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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
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THANK YOU
Oliver Robinson, GfK
@ollyjrobinson
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