GO MOBILE OR GO HOME
GO MOBILE OR GO HOME
OVERVIEW Smartphones are shifting from a screen that complements PCs (and tablets) to the main online activity screen. As a result, we must now shift our design, content and communications strategies to ones that see mobile as the first and, sometimes, only screen for engagement. Increasingly, we use mobile phones to search the Web, get news, check email and connect on social networks, even at home. It’s now very likely your brand’s mobile presence will be the first and most common engagement with your audience. Is your mobile strategy up to the task? Consider Instagram’s mobilefirst push in contrast to Facebook’s mobile struggle. To stay connected, your mobile strategy may need to lead your online strategy. OUR OBJECTIVE: To ensure our client’s mobile connection points are optimized for audience engagement, both by providing relevant news and information in a tailored format, and by creating opportunities to build lasting relationships.
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GO MOBILE OR GO HOME
FINDINGS: Consumers are often engaging with brands on a mobile device first. Action: Is your online presence and channel content optimized for first engagement as well as ongoing communications? SMARTPHONES ARE A GROWING PORTION OF WEB TRAFFIC
14%
SMARTPHONES
WHAT WE START ON A SMARTPHONE (AND FINISH ELSEWHERE)
STARTED ON SMARTPHONE
6%
TABLETS
65% SEARCHING FOR INFO
CONTINUED ON A PC
80%
60%
DESKTOP CONTINUED ON A TABLET
Ease and convenience has more consumers reaching for a mobile phone to discover information and news from your brand’s website, browse social activity and check emails. To convert these first-time visitors into subscribers and followers, tailor relevant owned content for phone browsers, inboxes and social platforms.
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• 55% of Americans said they used a mobile device to access the Web in 2012. • In two years, forecasts suggest more people will access the Web via a mobile device than a desktop.
4%
• According to Google, 77% of mobile searches take place at home or work; 73% of mobile searches triggered additional action & conversions. [Google Research]
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GO MOBILE OR GO HOME
FINDINGS: News is often – and sometimes primarily – delivered via smartphones. Action: Your news distribution strategy should consider when and how people will read news on smartphones (e.g., single-column email newsletters, releasing business news in the morning, etc.). MOST USED DURING THE MORNING COMMUTE
PEAK USES OF DEVICES AT LUNCH
PEAK AFTER DINNER
DEVICES THAT TAKE OVER ON THE WEEKEND
RADIO
55%
43%
SMARTPHONE
43%
SMARTPHONE
63%
TELEVISIONS
43%
SMARTPHONE
LAPTOP
32%
LAPTOP
32%
42%
42%
TABLETS
SOCIAL NETWORKING + SMARTPHONES
The smartphone is always at the ready for scanning headlines, browsing social media feeds, watching videos and checking email. Strategically schedule content delivery to increase engagement.
• 40% of cell phone owners use a social networking site on their phone. [Pew]
• 62% of smartphone owners said they consume news on their device weekly and 36% do so daily. [Pew]
• Social networking accounts for 46% of smartphone traffic. [Flash Networks]
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PCs
30% 34%
TELEVISIONS
• Americans ages 18-44 use a smartphone to check into Facebook nearly 14 times a day. [IDC] • Nearly 60% of Twitter users access the platform via mobile. [Twitter]
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GO MOBILE OR GO HOME
FINDINGS: Mobile-only is trending. Action: We have to move from a PC/full Web experience strategy to a mainly smartphone or smartphone-only strategy. For a large – and growing – number of consumers, smartphones are the primary screen for engaging with brands, getting news and social networking. Paid media, such as promoted content, news headlines and mobile ad buys, are opportunities for additional engagement. • 17% of adult cell phone owners do most of their browsing on their phone, rather than a desktop or other device. [Pew] • Americans spend more time on Facebook mobile than they do on the website. [Facebook] • 22% of Amazon traffic is mobileonly. [comScore]
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SMARTPHONE USERS WHO PRIMARILY USE A MOBILE DEVICE TO GO ONLINE
50
45
%
%
OF TEENS (12-17)
OF YOUNG ADULTS (18-29)
51 42 %
OF AFRICAN AMERICANS
%
OF HISPANIC AMERICANS
40
%
OF LOW INCOME ADULTS OR THOSE WITH LESS THAN A COLLEGE EDUCATION
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GO MOBILE OR GO HOME
SOURCES • Pew Internet: Mobile
http://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspx
• Forecast: More US Mobile Web Users Than PC By 2015
http://searchengineland.com/forecast-more-us-mobile-web-users-than-pc-by-2015-92516
• Mobile Search Moments Study
http://www.google.com/think/research-studies/creating-moments-that-matter.html
• The Future of Mobile News
http://cdn.economistgroup.com/leanback/wp-content/uploads/2012/09/TABLET-2012-REPORT-PEW-and-ECONOMIST.pdf
• Pew Internet: Social Networking (full detail)
http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
• Social Networking Makes up Nearly Half of Smartphone Traffic
http://www.mobilemarketingmagazine.com/content/social-networking-makes-nearly-half-smartphone-traffic
• Always Connected: How Smartphones and Social Keep Us Engaged
http://www.nu.nl/files/IDC-Facebook%20Always%20Connected%20(1).pdf
• Audiences on Twitter
https://business.twitter.com/audiences-twitter
• Social Networking Makes up Nearly Half of Smartphone Traffic
http://www.mobilemarketingmagazine.com/content/social-networking-makes-nearly-half-smartphone-traffic
• comScore Introduces Mobile Metrix 2.0, Revealing that Social Media Brands Experience Heavy Engagement on Smartphones
http://www.comscore.com/Insights/Press_Releases/2012/5/Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
• Pew Internet: Cell Internet Use 2012
http://www.pewinternet.org/Reports/2012/Cell-Internet-Use-2012/Key-Findings.aspx
• The Rise of the Mobile-Only User
http://blogs.hbr.org/cs/2013/05/the_rise_of_the_mobile-only_us.html
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FOR MORE INFORMATION, PLEASE CONTACT: David Herrick
Chief Operating Officer 212.704.9727 | dherrick@mww.com
Mitzi Emrich
Chief Social Media Strategist 646.837.9418 | memrich@mww.com
MWW
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