setting the scene: mobile oliver robinson , gfk
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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. - PowerPoint PPT PresentationTRANSCRIPT
1© GfK 2013 | Media Playground | 20.March 2013
SETTING THE SCENE: MOBILE
OLIVER ROBINSON, GFK
2© GfK 2013 | Media Playground | 20.March 2013
1.Where are we?
2.Where are we going?
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Pope Francis speaks to St. Peter's Square for the first time after he was elected last Wednesday
Paul II’s body is carried across St. Peter’s Square for public viewing following his death in 2005
Pope John
4© GfK 2013 | Media Playground | 20.March 2013
Mobile: really, really big
54% 74%27%
Smartphone Tablet PC / laptop
Source: GfK Integrated Tablet Report (all respondents, n=3,056)
UK device ownership (claimed)
5© GfK 2013 | Media Playground | 20.March 2013
Mobile: really, really big (…and getting bigger)
Source: GfK Consumer Choices, sales data
Tablets
Smartphones
Laptops
Desktops
30 million
0 million
Q3 2007 Q2 2012
10 million
20 million
UK device sales
6© GfK 2013 | Media Playground | 20.March 2013
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 JurgensonSource: The New Enquiry
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12pm12am 12am
NoonMorning Night
Fixe
d lin
e in
tern
etM
obile
We’re using the internet on our mobiles throughout the day…
Source: GfK Connected Life (behavioural data, base 307)
Commute to work
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Pre-mobile, the internet was a place we visited……and it’s not all via apps…
54%
Source: GfK Omnibus, January 2013
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
Smartphone
PC / laptop
Average unique domains visitedAverage impressions per domain
2.0 2.7
9.2 7.6
Source: GfK Connected Life (behavioural data, base 307)
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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 DediuSource: Asymco
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You think fragmentation is bad now?
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Pre-internet• Not enough information
Nascent internet• Too much information
Mature internet• Optimal information
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
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No data
Behavioural data
Contextual data
We should be here!
GfK Tech Trend: Intelligent Design
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?
1.Think about context
2.Make sure it’s relevant
(from the consumer perspective, at least)
21© GfK 2013 | Media Playground | 20.March 2013
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
Babita Earle, UK lead Innovation and digital
T: +44 (0)20 7890 9467
22© GfK 2013 | Media Playground | 20.March 2013
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© GfK 2013 | Media Playground | 20.March 2013
THANK YOU
@ollyjrobinsonOliver Robinson, GfK