Emerging Mobile Trends & Behaviors for 2013

Emerging Trends & Behaviors in Mobile for 2013

[email protected]

Globally, tablet sales are forecast to outstrip PC sales

by 2016. While tablet customers share common

behaviors to PC users, there are marked differences

across platforms that present interesting

opportunities to marketers.

Source: Business Insider

Phones are for snacking, Tablets are for meals

Business and IT Professionals Worldwide who

own a Tablet, by Job Title% of respondents

Media Content Accessed Through Device

In the first half of 2012 36% of all emails were opened on a mobile

device (phones and/or tablets), an increase of 32% from late 2011

numbers of 27.39% (Knotice). At this rate, we should expect to hit the

tipping point where over 50% of all emails are opened on mobile

devices during 2013.

This presents a problem to marketers: email does not perform as well

on phones & tablets as it does on traditional PCs, with Click To Open

(CTO) rates originating from phone/tablet devices often over 50% less.

To accommodate rapidly increasing mobile open rates and ensure PC

experiences do not suffer, responsive email design should be

considered. Using this technique, the content and layout of email

responds to provide an optimal experience based on the device used to

open it: Desktop users continue see a full-width email, while mobile

users could see a streamlined template with one single offer, fewer

navigation buttons, easy-to-tap calls-to-action, and boiled down

messaging that shows you only what’s important.

http://www.knotice.com/reports/Knotice_Mobile_Email_Opens_Report_FirstHalf2012.pdf

http://www.responsys.com/land/download-email-design-look-book-2012

Near Field Communication (NFC) enabled handsets are

increasingly available. NFC applications are expected to

become more widespread, particularly in markets with a high

penetration of Android devices, such as South Korea.

NFC is most often thought of as a mobile payment solution –

NFC driven mobile payments are expected to hit $100bn by

2016 (Source: ABI Research).

There are many other potential uses of NFC, including:

• Adding activation to out of home campaigns

• Driving data exchange & experiences at events,

conferences & shows

• Peer-to-peer file transfers, social networking & gamification

• Automating door locks, car ignitions, home automation

through proximity

http://www.businesswire.com/news/home/20121018006048/en/NFC-Mobile-Payment-Transaction-Spend-Hit-100

In 2011 Starbucks proved that mobile payments were finally

here to stay by becoming the largest retailer in the world

taking mobile payments – over $110 million in the first year.

In 2013 ISIS, Google Wallet, PayPal, Square, Passbook and

others will take mobile payments & the mobile wallet

mainstream for Smartphone users. By 2020, Pew predict

that most people will have replaced their wallets for smart-

devices.

In many developing countries such as Nigeria and Angola,

mobile payments via SMS & Feature Phone applications are

already commonplace – industry analysts predict 20 million

Nigerians using mobile money by 2015 (source: Business

Daily Online). Users of Kenya’s M-Pesa system now send

money totaling 20% of that country’s GDP to each other

each year via text message (Time Magazine)

http://www.pewinternet.org/Reports/2012/Future-of-Money/Overview/Introduction-and-overview-of-

responses.aspx

http://www.businessdayonline.com/NG/index.php/news/76-hot-topic/31507--nigeria-to-become-dominant-

in-africas-mobile-payment-market

http://www.time.com/time/magazine/article/0,9171,2103289,00.html

http://aka.ms/wpdemo

In 2012 iconmobile redefined experiential marketing by

putting an interactive Windows Phone 7 interface in the

hands of iPhone and Android users, without having to

install an app or download a video.

The results were astounding. In just a few weeks

between November 14 – 30, 2011 the demo gained:

• 5 million demos

• $ .07 cost per demo

• 96% Organic traffic

• 73% purchase intent for iPhone and Android visitors

• +32 point lift in purchase intent

In 2013 expect experience based marketing to explode –

using the unique capabilities of mobile devices to show,

not tell customers about products and services.

From toothbrushes to entire cars, Smartphones are

increasingly used as the technological glue that

connects our physical and digital lives.

Mobile phones and tablets are becoming the

remote controls of our daily lives; the physical

world becomes the catalyst for spontaneous

interactions and commerce via mobile devices --

the primary digital connection to customers.

Recognizing that mobile is not just another channel

but an opportunity to deliver advanced contextual

services enables planning for differentiated, next

generation mobile experiences.

Mobile Marketing Maturity

Organizationlearning curve

Consumerengagement

level

1 2 3

$ ROI

By 2017, 85% of the world will be covered by 3G mobile internet and half

will have 4G coverage, according to Sony Ericsson.

Personalized and data-soaked, context and location aware, the phone is

the window into the consumer's soul that marketers have been looking

for. Whether brands are invited in depends on whether marketers

understand what consumers want and need in a mobile environment. By

any measure, they're not moving fast enough.

To put it bluntly, there needs to be more ad spending on mobile, which

now comprises only about 1% of budgets, according to a recent study

from the consultancy Marketing Evolution. Based on ROI analyses of

smartphone penetration, that figure will be about 7%. In five years' time,

that number will need to be in excess of 10%.

http://adage.com/article/news/marketing-s-years/237616/

Thank you!

paul booth

director of strategy – iconmobile llc

119 pine street, 305, Seattle, 98101

[email protected]

@paulboo