mobile pulse september 2013. googles foredrag

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]


Mobile First

01 Status i dag

02 Mobiltilpasset innhold i Norge

03 Hva må til?

04 Mobile & Purchase journey


01 Status i dag

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

Google Confidential and Proprietary Source: ipsos, 2013

DK 59%

Smartphone Penetration

SE 63%


FI 46%


NO 68%



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


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.


02 Mobiltilpasset innhold i Norge


I Norge ligger vi langt fremme…


Men noen har skjønt det…

Call to action

Enkel navigering

Lokasjonsbasert

Store knapper

Tilgang til webutgave


03 Hva må til?

Nå kundene

på alle flater

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.


For informasjon om hvordan få websiten din til å fungere på alle plattformer: www.howtogomo.com

I tillegg, sjekk ut: thinkwithgoogle.com/mobileplanet/no


04 Mobile & Purchase journey

Google Confidential and Proprietary 18 18

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?



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



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?



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?



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 ...



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




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




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




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



Takk for meg!

mobile pulse september 2013. googles foredrag

Technology

google confidential

proprietary source

proprietary hva

mobile device

proprietary i norge

google mpj region nace

video p mobil

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