Presentation on developing mobile strategies presented at Mobile Squared event in NYC December 2011
US Content specific (stats)
Presented by Ross Sleight, Chief Strategy Officer, Somo.
Somo are a global full service mobile marketing agency. To find out more please visit http://www.somoagency.com
5. Usage – Mobile Web and App Usage
34%
84.5 M of Mobile subscribers
use Apps
Mobile Web users every month
24 36%
times a day using mobile media
of Mobile subscribers
use Mobile Web
Source: Comscore / MMA
6. 1 year ago Today
No Typical Users?
Source: talkandroid.com
Somo Ltd - Copyright & Confidential
7. Usage - tablets
2.6 people
11% / 26M
US Tablet Penetration 67M reach?
Sept 2011
Tablets reach more people
due to family usage
Source: Pew Research Centre / US Census bureau / Somo estimates
Somo Ltd - Copyright & Confidential
8. Time spent on Media - US
• Mobile media now
fourth media for
daily engagement
time after
TV, Online and
Radio
Source: E-marketeer
8
9. “Yeah…mobile…must do something there…”
79%
Of Google’s largest
advertisers do not have
a mobile optimised site
(Apr 2011)
Source: Google Think Mobile
10. “Yeah…mobile…must do something there…”
$131 bn
2010 $26 bn
US Total US Online
Advertising Advertisin $650 M
g Spend US Mobile
Spend Advertising
Spend
2.5% of online spend / 0.5% of total advertising spend
Source: IAB / Kantar media
11. Context
Usage
ROI
Somo Ltd - Copyright & Confidential
12. Contexts
Bored now
Repetitive now
Urgent now
(Consume now)
13. Context – Mobile is Social
31% / 72M 17% / 40M
Of mobile Of mobile
subscribers ever subscribers access
access social social network
network in month EVERY DAY via
via mobile mobile
Source: Comscore
Somo Ltd - Copyright & Confidential
14. Context – Mobile is Location aware
Source: Comscore / Google Source: Google Think Mobile
15. Context – Mobile is Dual Screen
40%
29%
of smartphone users
look up info from TV
42% programme
of Tablet users
19%
Use their device look up info from
whilst watching TV advert
DAILY
Source: Nielsen Oct 11
Somo Ltd - Copyright & Confidential
16. Context – Mobile research in store
45%
of mobile users accessed
Diesel Madrid store have a QR code
Autotrader mobile
for every product for Facebook sharing
on forecourt (Jan 2011)
Somo Ltd - Copyright & Confidential
17. Context- augmenting traditional media
• Tesco Homeplus
South Korea
mCommerce
OOH activity
Somo Ltd - Copyright & Confidential