mobile pulse september 2013. googles foredrag
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Google Confidential and Proprietary
Hva må til for å komme videre? Mobile first, status mobiltilpasset innhold, konsumer – trender og forventninger til tjenester.
Mats Olavson, Industry Manager, Media Solutions [email protected]
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Google Confidential and Proprietary
Mobile First
01 Status i dag
02 Mobiltilpasset innhold i Norge
03 Hva må til?
04 Mobile & Purchase journey
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Google Confidential and Proprietary
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Google Confidential and Proprietary
01 Status i dag
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Google Confidential and Proprietary Source: Gartner Source: Morgan Stanley Research, April 2010
Global bruk av internett på mobil vil gå forbi bruk av internett på desktop i 2014
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Google Confidential and Proprietary Source: ipsos, 2013
DK 59%
Smartphone Penetration
SE 63%
Smartphone Penetration
FI 46%
Smartphone Penetration
NO 68%
Smartphone Penetration
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Google Confidential and Proprietary
Internettsesjoner fra mobil eller nettbrett mot desktop
64 %
36 %
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
jan..11 sep..11 jan..12 sep..12 jan..13 apr..13
Desktop Smarttelefon eller Nettbrett
• Source: TNS Gallup's InterBuss 2013: http://www.tns-gallup.no/arch/_img/9107350.pdf • Google Connected Device Study
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Google Confidential and Proprietary
600+ Millioner
klipp spilt på YouTube mobil
hver dag
75% av YouTube brukerne på
mobil, primært benytter kun
denne plattformen
Source: Cisco, 2013. IAB, Mobile Phone Video Diaries 2012
47% av YouTube brukerne på
mobil, beskøker ikke YT fra
desktop
YouTube er den største spilleren for video på mobil.
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Google Confidential and Proprietary
02 Mobiltilpasset innhold i Norge
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Google Confidential and Proprietary
I Norge ligger vi langt fremme…
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Google Confidential and Proprietary
Men noen har skjønt det…
Call to action
Enkel navigering
Lokasjonsbasert
Store knapper
Tilgang til webutgave
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Google Confidential and Proprietary
Men noen har skjønt det…
Call to action
Enkel navigering
Lokasjonsbasert
Store knapper
Tilgang til webutgave
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Google Confidential and Proprietary
03 Hva må til?
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Nå kundene
på alle flater
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Tre måter å tilby en god brukeropplevelse på mobil
Separate sites - Different URL, Different HTML • Mobile site independent of desktop site. • Browser detects if visitor is on a mobile device and redirects them to
the mobile site. • Mobile sites tailored to needs of mobile user.
Dynamic serving - Same URL, Different HTML • Server detects device type and presents custom page on same URL. • Pages designed for any kind of device. • Some code maintenance on a per device basis.
Responsive Web Design - Same URL, Same HTML • Optimises experiences across different screen sizes without
creating multiple websites. • Responds to screen size and orientation to adjust images,
layout and content visibility. • Uses touch-screen acts e.g. dragging, swiping. • Easier for people to share links that work well.
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Google Confidential and Proprietary
For informasjon om hvordan få websiten din til å fungere på alle plattformer: www.howtogomo.com
I tillegg, sjekk ut: thinkwithgoogle.com/mobileplanet/no
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Google Confidential and Proprietary
04 Mobile & Purchase journey
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Google Confidential and Proprietary 18 18
Google MPJ Region NACE
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Google Confidential and Proprietary 19 19
Google MPJ Region NACE
We surveyed smartphoners and non-smartphoners
Q1: Age Base: Local population 18+
years
Smartphone users Non-smartphone users
%
years
Education
%
Middle/low
High
Middle/low
High
Who did we talk to?
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Google Confidential and Proprietary 20 20
Google MPJ Region NACE
How many are smartphoners?
Q12: Do you currently use a smartphone? Base: Local population 18+ Q32: Which operating system do you have on your smartphones?
Q26: What is the brand of your smartphones? Base: Local smartphone users 18+
Operating system
use a smartphone and use on average
Brand
internet enabled devices
Who are the smartphoners?
3
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Google Confidential and Proprietary 21 21
Google MPJ Region NACE
What about new smartphone owners?
Q25N: For how long have you been using smartphones? Base: Local smartphone users 18+ Q32: Which operating system do you have on your smartphones?
Q26: What is the brand of your smartphones? Base: Local smartphone users 18+ who are newbies
Newbies: Operating system
Newbies: Brand
Who are the smartphoners?
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Google Confidential and Proprietary 22 22
Google MPJ Region NACE
When and where do smartphoners use their device to research for or purchase products?
Q26: When do you usually shop or search for shopping information on your smartphone? Base: Purchasers in the last 12 months who use a smartphone
Home
In a store
Public transport
On the go
Source: OMP, IPSOS, Q1/2013
%
Do they use their smartphone while shopping?
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Google Confidential and Proprietary 23 23
Google MPJ Region NACE
How many smartphone researchers used search engines on their device?
Q17: Did you use search engines on your smartphone? Base: Product purchasers in the last 12 months who use a smartphone and who performed mobile search at least
for one product for their last purchase
How do they shop for ...
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Google Confidential and Proprietary 24 24
Google MPJ Region NACE
What are the most influential sources of information on a smartphone?
Ranking of mobile touch points
1 2 3 4 5 6 7
Q13-Q15: Which sources of information did you seek out to help you with [book/buy product]? Base: Product purchasers in the last 12 months
How do they shop for ...
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Google Confidential and Proprietary 25 25
Google MPJ Region NACE
Do smartphoners do multiscreening when researching for product information?
Q23: Did you use more than one device to research? Q24: Did you watch TV and look simultaneously on another device for product information? Base: Purchasers in the last 12 months who use a smartphone
Multi-device research (parallel or sequential)
Multi-device research Parallel to TV
How do they shop for ...
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Google Confidential and Proprietary 26 26
Google MPJ Region NACE
Following a smartphone research, where is the purchase done?
Q13-Q15: Which sources of information did you seek out to help you with [book/buy product]? Q22: When you last [book/buy product], where did you actually purchase, book or order it?
Base: Product purchasers in the last 12 months who use a smartphone
Purchased on a smartphone
Searched on a smartphone
Purchased on a desktop/tablet
Purchased offline
How do they shop for ...
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Google Confidential and Proprietary 27 27
Google MPJ Region NACE
They have a smartphone. Why don't they use it to research a product?
Q25: Why didn’t you use your smartphone to get informed before you purchased the products shown below? Base: Product purchasers in the last 12 months who use a smartphone
Not convenient
Screen size too small
No internet usage on my smartphone
Prefer another device
How do they shop for ...
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Google Confidential and Proprietary
Takk for meg!