1. Key Trends In Mobile App
Adoption & Usage In 2011 & Beyond
Evan Neufeld, CMO, Mobile Intelligence Solutions
Confidential & Proprietary
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2. Agenda
1. The Past
2. The Present
3. The Future
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3. The Past
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4. Tremendous Change Over The Past Few Years
1. The Death of The Pre-Browsing Mobile Internet
1. From 1 in 10 to 4 in 10
2. Vastly Improved Speeds & Feeds
3. The Birth of the Application Ecosystem
1. From 0 to 4 in 10 in 4 Years (give or take)
2. 25 billion downloads for Apple alone YTD in ‘12
4. The Shift from Dumb To Smart Phones
1. The Razr (2002)
2. Palm OS Treo (2002)
3. BlackBerry (2003)
4. The iPhone (2007)
5. From “Mobile” to “Mobility”
1. 8.5mm iPads sold in the US in 2010
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5. The Present
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6. Mobile 2.0 Behavior Is Here!
1. Tri-Modal Content Consumption
• 1. Apps & Web & Tablets
2. Shopping
• 1. 70% use Smartphone while shopping
2. 48% use Smartphone to get coupons
3. Search
1. 20% of all searches now conducted on mobile devices
4. LBS
1. 31% use mobile devices to find local restaurants or local businesses
5. News
1. 50% check news daily
Source: The Mobile Movement Study, 2011
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7. Apps A $1O Billion Market, Growing Exponentially
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8. What Are We Willing to Give Up To Keep
Our Smartphones?
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9. The Future
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10. Paradigm Shift In Two Years…
263mm
Americans Own a Cell Phone
50x
Growth in Smart Phone Traffic
1.4
Mobile Devices Per Human
20%
of Consumers Own a Tablet
50%
of Americans Own Smart Phones
Sources: E-Marketer, PEW, Harris Interactive, Cisco
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11. All Projections Point to Exponential Growth…
Mobile Access to Rival PC Acccess by 2013/14
Mobile
Advertising Mobile Searches
Grows 2x by Grow 4x by 2015
2015
M-Commerce Spend to Grow 3x by 2015
Sources: e-Marketer, Gartner, RBC Capital
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12. Will the Appification of the Web Come
to Pass or Not?
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13. To Date Preferences Have Depended on Content Type…
Prefer Prefer
Category apps browser
• Consumers prefer using mobile Media and Entertainment:
Social networking 54% 46%
web browsers to downloadable
Local info 46% 54%
mobile applications except News 37% 63%
when interacting with social Music 55% 45%
media, games, maps and Games 61% 39%
music. Video 42% 58%
Sports 33% 67%
Blogs/blogging 25% 75%
• For the Media & Entertainment Product reviews 22% 78%
and Consumer Travel and mapping:
Products/Shopping categories Maps/directions 52% 48%
overall, 66% of the respondents Research travel 25% 75%
Check travel reviews 23% 77%
say they prefer browsers.
Check travel itinerary 32% 68%
Banking and finance:
Check bank account 42% 58%
Conduct bank transactions 39% 61%
Budgeting 44% 56%
Source: Pew Research Center's Project for Excellence in Journalism and Internet & American Life Project 2011
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14. Games, Weather, Social, Maps Dominate Downloads
Source:http://www.xcubelabs.com/smartphone-mobile-app-usage.php
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15. Demos & Devices Type (inc Tablet)
Will Continue to Be the Great Predictors of Adoption & Usage
Source: Insight Express Digital Consumer Portrait August 2011
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16. Still A LOT of Feature Phones Out There ….
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17. Tablets Have Their Own Unique Use Case:
More & Frequent Usage Across Apps & Web
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18. Some Wildcards
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19. 1. Key Challenges Remain For Apps In Terms Of
Discovery & Usage
1. Average adult has JUST 18 apps on his or
her phone
2. 1 in 8 users has paid to download an app
3. Vast majority of consumers < 30 mins a day
using their apps
4. Time Spent on Android Apps
1. Top 10 = 43% of all usage
2. Top 50 = 61% of all usage
5. Usage skews younger, male, & affluent
Source: Pew Research Center's Project for Excellence in Journalism and Internet & American Life Project 2011
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20. 2. Web vs Apps 2.0
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21. 3. OS Wars FAR from Over …
20%
27 % 41 %
• Significant Demo & Usage Variance Between OS still 6%
• Android Driving Volume of New Phones
• Windows Surprisingly Strong
• RIM In Free-Fall
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22. 4. How Does The Cloud Play Into All This?
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23. Conclusion: Learn To Love The Liger …..
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24. Because Evolution Is Still Happening …
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25. Understand & Profit From the Mobile Internet evan@mobintsol.com
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