Why the Mobile Web Rules

Global Mobile Web Usage

• Mobile web audiences are 2x larger than mobile app

• Mobile web usage has grown 1.2% faster than app over the past 3 years

• The median browser usage has grown 61% in the past year compared to 51% for apps.

Morgan Stanley, ‘Google, There's an App for that...the Browser’ - September 24, 2015 - http://linkback.morganstanley.com/web/sendlink/webapp/f/e49099bq-3pb2-g000-a9cf-005056028001?store=0&d=UwBSZXNlYXJjaF9NUwBkMjYxMjIwMC02MDgwLTExZTUtOWNkYS0yYWVjNWZiMzM3MzU%3D&user=k8zaytx6tjb9-610&__gda__=1569211381_ddff0a14f7abbe1454f722f9c78321fc.

Browser vs App • Only 12 of the top 50 mobile websites (in US) have

more traffic coming from apps than the browser

• 38 of the top mobile websites therefore see the majority of their traffic from mobile browsers

• The 12 top apps are based on ‘daily habits’:

• Gmail, Weather Channel, Yahoo Mail, Yahoo Finance, Google Maps

• Social Media - Twitter, Instagram, Snapchat

Morgan Stanley, ‘Google, There's an App for that...the Browser’ - September 24, 2015 - http://linkback.morganstanley.com/web/sendlink/webapp/f/e49099bq-3pb2-g000-a9cf-005056028001?store=0&d=UwBSZXNlYXJjaF9NUwBkMjYxMjIwMC02MDgwLTExZTUtOWNkYS0yYWVjNWZiMzM3MzU%3D&user=k8zaytx6tjb9-610&__gda__=1569211381_ddff0a14f7abbe1454f722f9c78321fc.

Mobile Web in Indonesia • Mobile penetration is at 63% of the total

population

• Indonesia ranks 3rd globally for mobile web penetration - 70% of all web pages are served to mobile phones1

• Indonesians spend 3h 55m on the mobile internet on average per day1

• E-commerce saw a 36% growth in 2015 with 95% researching a product or service on their phone

1. We Are Social - Digital in 2016 - http://wearesocial.com/uk/special-reports/digital-in-20162. Indonesia’s E-Commerce Landscape 2014 - http://www.specommerce.com.s3.amazonaws.com/dl/wp/141215-white-paper-indonesia.pdf

Web Browsing in Indonesia• Indonesia is a ‘mobile-first’ country -

skipping the computer trend

• Only 15% of people own a computer compared to 85% owning a mobile1

• UC Browser - the world’s 2nd most popular mobile browser - has a 55.27% monthly page-view market share in Indonesia2

• Highlights the importance of mobile web browsing to Indonesian people

1. We Are Social - Digital in 2016 - http://wearesocial.com/uk/special-reports/digital-in-20162. India Times, 27th January 2016 - http://telecom.economictimes.indiatimes.com/news/uc-browser-grabs-over-50-percent-market-share-in-indonesia/50747683

Mobile App in Indonesia

● Social Media, Gaming and Photography are the top app downloads in Indonesia

● 43% of app downloads are gaming ● 78% of people who search for apps in

Indonesia use specific search terms - they know what apps they want

● Majority of app downloads are for a specific purpose e.g. gaming, social

● ‘App Gap’ - it is important to understand how the mobile browser and apps are used differently

Q2 2015 Indonesia Mobile Data Report Based On MoboMarket User Data Research, 5th August 2015 - http://www.slideshare.net/BaiduIndonesia/q2-2015-indonesia-mobile-data-report-based-on-mobomarket-user-data-research

Disadvantages of Mobile

App

• Need to be downloaded and updated - not ideal on slower connections in emerging markets

• Content is easily shared from mobile websites - Indonesians are more likely (79%) to share content than the rest of world (56%)

• Limited storage on mobile so you cannot have an infinite amount of apps - many Indonesians use up storage due to downloading music, videos etc

• Often freeze or crash - not good for customer retention

Facebook For Business, 4th August 2015, https://www.facebook.com/business/news/ID-Coming-of-Age-Indonesian-YouthVolatile and Decentralised, 26th August 2016 http://matt-welsh.blogspot.co.uk/2015/08/what-i-learned-about-mobile-usage-in.html

The Truth • Mobile browsers are used a lot more than

is reported and it continues to grow

• In Indonesia mobile browsing is extremely important for search as it is skipping the computer/laptop trend

• Majority of Indonesian consumers are accessing web pages through their mobile phones (70% of web pages) - the mobile browser is key for enabling this

Source: Morgan Stanley, ‘Google, There's an App for that...the Browser’ - September 24, 2015