social media week london - social apps event - globalwebindex - final
DESCRIPTION
Presentation given at the London Social Media Week event, "When Apps go Social"Looks at the mobile apps market in the UK, download trends and hows its driven parity with desktop / browser based.Explores the impacts of apps, as part of the rise of the packaged internet on social media adoption and impact. For all the data behind this and a complimentary access to the data platform email: [email protected]TRANSCRIPT
App Trends and
the impacts on
Social Media
Social Media Week 2011
Tom Smith
globalwebindex.net
Most detailed global survey on
consumer internet behaviour,
motivations and attitudes ever
conducted
71K surveys, 4 Waves
and 23 countries since
launching in September
2009
110K surveys, 3 Waves
and 32 countries, in the
next 12 months
Focus on the total
internet
ecosystem Browsers
Games
Consoles
AppsMobile
TV
Today: sneak preview of
the UK Mobile App W4
results
Is the Hype Justified?
10 billion downloads etc
YES.....absolutely
21%
16%
13%
4% 4%
31%
22%23%
12%
6%
16 - 24 25 - 34 35 - 44 45 - 54 55 - 64
Wave 1 (September 2009)
Wave 4 (February 2011)
Wave 4 UK only. Mobile Users
UK - Downloaded an App in the last month
In context: the fastest growing thing
in all aspects of the internet
Downloading
Mobile Apps
+79%
Mobile
Internet
Access
+50%
Social
Networking
+13%
Micro-
blogging
+26%
Blogging
-2.5%
Upload
Video
+25%
Wave 1-4 All Web Users for social activities. All
mobile users for mobile devices
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Global revolution
Downloaded an App in the last month
Wave 3 – Mobile Users
Apps are mass on all devices
Wave 4 UK only. Smart Phone Users / App store availability
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%Sent an email
Played games
Installed applications on your mobile
Browsed the Internet
Last month activity
0%
10%
20%
30%
40%
50%
60%
70%Didn't install app on mobile in past month Installed app on mobile in past month
App downloaders are: (marginally) Male, educated
and younger
Wave 4 UK only. Mobile Users
Games, utilities and social lead app installs
0%
10%
20%
30%
40%
50%
60%
70%
80%Nokia iPhone HTC BlackBerry
Wave 4 UK only. Mobile Users
Mobile & Apps already match PC
50%Accessed Social
Network
Wrote a blog post
Update Micro-blog
PC Mobile Apps / Web
47%
10% 10%
7% 6%
Wave 4 UK only. All Internet Users
Monthly Access
Apps are redefining the
internet and social
Part of a massive
“Packaged Internet” trend
Browser Based
Web
Mobile
37%
Mobile
Apps
25%
E-
reader
s
TV
Gaming
Packaged
Internet
4%
10%
2%
GlobalWebIndex: Wave 4 February 2011
Accessed in the last month
Transforming social media
Personal
Location specific
Sharing not creating
Focus on interacting
with icons, celebrities
and pro media
Apps / mobile drive “real-time” / network over content
creation
Social
Networking
+22%
GlobalWebIndex: Wave 1- 4 February 2011
UK – Mobile behaviour last month – apps /
mobile web. Sep 2009 > Feb 2011
Blogging
-8%
Mobile apps already cannibalising PC usage
15%
35%
22%
28% At work
At home
Public place
Whilst travelling/roaming
“When accessing the internet via your mobile,
which is your primary location?”
GlobalWebIndex: Wave 4 February 2011
Apps moving to all “packaged platforms”
APP TIME LINE
Desktop
TV
TabletsMobile
Mac App StoreiPad
July 2008 October 2008 2009
August 2008
January 2010 2011
October 2010
October 2010
Apps make money
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
A photo sharing service
A social network service
A dating service
Live sports stream online
Sports hi-lights
Television / Film live stream
A multi-player online game
News website
A game on your mobile phone
A mapping / GPS service of a …
Television / Film download to keep
An application for your mobile phone
E-book
Music service where you can …
Music download to keep
Have Paid
Consider Paying
Won't Pay / No Interest
GlobalWebIndex: Wave 4 February 2011
Branded apps are big
0%
10%
20%
30%
40%
50%
60%
Using micro-blog / social
network pages to provide
customer support / service
Becoming your friend in
a social network
Creating blogs to talk
about the company
and product
Creating groups in
social networks
Creating a brand
community where I can meet new
people
Sponsoring music
downloads
Talking to bloggers directly about
relevant products and
services
Contacting me with helpful
information if I mention the brand on a microblog
Creating videos online featuring the
brand
Creating branded
mobile apps
Creating a website
allow you to interact with the brand / company directly
Listening to the
comments that people
say on forums, or
social networks
GlobalWebIndex: Wave 4 February 2011
What improves your opinion of a
brand you like
• Defining the future internet
access and behaviour
• Creating sustainable business
models for media / content
• Transforming social media
• Spreading into all devices
Where next
