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SMART PH NE SMART MARKETING TABLE OF CONTENTS 2 4 18 28 32 Overview Smartphone Living Smartphone Marketing Smartphone Futures Conclusions OVERVIEW In an increasingly mobile world, the Smartphone has become a lifestylechanging device. The Smartphone is the rst device to provide instant access to the internet and online information resources wherever consumers go. Time-starved consumers say that Smartphones improve their quality of life by allowing them to multitask on-the-move. For marketers, this creates a new opportunity to maintain contact with consumers throughout the day and inuence purchase decisions in ways never before possible. Universal McCann and AOL partnered with Questus, a leading interactive marketing and research rm, to conduct an extensive multi-phase research project examining how Smartphones are inuencing American lifestyles and media consumption. This research report analyzes the intersection between consumer media usage, lifestyle and purchase preferences. SMARTPHONE LIVING

THE STUDY: LIVING MARKETING FUTURES 270MM US mobile subscribers 63 MM access mobile web 19 MM access mobile web on weekly basis 5 WHOM DID WE SPEAK WITH? Approximately 1800 participants were selected for this study based upon their frequent use of Smartphone devices, with nearly all participants indicating they access the mobile web at least several times per week. The study also included a sample of lead users, who were asked to keep daily usage diaries. 1 OF EVERY 7 MINUTES OF MEDIA CONSUMPTION TODAY IS THROUGH A MOBILE DEVICE 14% is not MobileIts a social

hype. transformation. 12 ITS MORE THAN MOBILE The Smartphone is considered a great convenience for many Americans, enabling them to access internet content, applications and services anywhere and anytime and to have a constant link with their social circles. Its more than a medium of transmission; its the preeminent tool for both social communication and daily life management. , 6 OF SMARTPHONE USERS REPORT SATISFACTION USING THE INTERNET ON THEIR MOBILE DEVICES 7 The Smartphone is the biggest technology shift since broadband, representing a truly lifestyle-changing innovation. Consumers enjoy their Smartphones and how they improve their quality of life. MOBILE IS PERCEIVED AS CUTTING-EDGE MEDIA & ASSOCIATED WITH BEING

ACTIVE, TIMELY & CURRENT Boring Cutting Edge Innovative Newspaper Old- fashioned Mobile Active Cool Computer Browser Timely Important Current Vital Exciting for me Fun Powerful Credible Trustworthy Relevant Informative Radio

Influential Magazine Passive TV Entertaining Relaxing HOW THEY FEEL When study respondents were asked to associate certain attributes with various channels, mobile was highly distinctive with a virtual monopoly of leading edge media concepts. 8 USERS ARE CONSTANTLY CHECKING IN WITH MOBILE MEDIA. WHEN WILL THEY INTERACT WITH YOUR BRAND? 95% Other downtime 82 % At work 81% While shopping

80 % At home 65 % Commuting to work 9 CONSTANT CONTACT Smartphones have enabled Americans to consume media throughout their daily routines, with 82% using mobile devices at work and 81% using mobile devices while shopping. The mobile web has also become a ritual with commuters, who use the mobile web as part of their workday commute. This creates an unprecedented opportunity for marketers to transition with consumers as they move from activity to activity throughout the day. BRIEF HITS OF CONNECTION 73% & UTILITY ARE CURRENTLY THE MOST POPULAR FORMS OF CONSUMPTION ps Ma So Re stau rants

/M cial ovie &Dir 55% ork tw Ne tings Lis al on Nati ons ecti ing 55% ws vie / Re 44% ws& Ne

sine Bu ss Info 34% Info 33% o l Inf ve Tra % use mobile to access corresponding media Consumers Smartphones rely serve as aon their consumers mobile devices compassget to from shareone experiences place towith another, their well

as friends, as a guide restaurants, tofamily and shoppingcolleagues.purchases, news and entertainment. At the same time, they provide an important social outlet. Over three out of every four Smartphone users are sharing photos, articles and videos across their social networks. 10 MOBILE OFFERS ANOTHER OUTLET 85 send%photos taken on their Smartphones (Average: 16/mo.) TO CONNECT & SHARE 71 send%articles and videos to others (Average: 13/mo.) 74 % use mobile social networking sites and apps

11 50 % prefer sending text messages to calling Consumers rely heavily on their mobile devices to share experiences with their friends, family and colleagues. The majority of all surveyed Smartphone users share photos, articles and videos with their social contacts using their mobile devices. Smartphones also enable consumers to stay off the phone, with half of all users preferring text messages to telephone conversations. SHARING CONTENT IS KEY TO THE ATTRACTION I shared content with my friend over lunch, as we were checking the market. ...when the kids come home, my husband will laugh at us because well be huddled together on the couch, each with his or her respective iPhone, sharing apps,YouTubes, music, etc. It bridges a social gap. I view drug information on my mobile in the morning and discuss

it with my partner and clinical professor at nursing school. 12 12 MOBILE IS NOT A STANDALONE MEDIA SOURCE. 77 % use TV and mobile concurrently follow brands 55% across multiple media been driven 42% have mobile to from 56% other media have been driven to mobile via other media MEDIA MESHING

IS A POWERFUL COMPONENT OF THE EXPERIENCE 13 media mesh 37% complimentarywith content BOUNDARYLESS MEDIA Smartphones work powerfully with other media. For example, mobile drives consumers to other media, which also drive consumers back to mobile generating a circuit of juxtaposed mediation. This effect is enhanced when users simultaneously consume multiple media in order to optimize productivity or enrich the content experience. MEDIA MESHING FILLS THE TIME WAITING FOR SLOW-LOADING CONTENT WHILE FULFILLING INSATIABLE USER HUNGER FOR CONTENT I cant get enough sports information. Yesterday, I was looking at espn.com on my phone, reading the sports section and watching pro football on TV at the

same time. I will flip through a magazine while surfing on my phone, using it to pass the time while the pages load. I have a slow connection on the phone, so I watch TV while pages download. 12 Consumers rely on their mobile devices to share experiences with their friends, family and colleagues. 14 Over three out of every four Smartphone users are sharing photos, articles and videos across their social networks. iPHONE USERS HAVE HEAVIER CONSUMPTION HABITS Mobile Social Networking Concurrent TV Usage 55% 50%

iPhone M-Commerce 37% Others iPhone 36% 34% iPhone Others 19% Others % use once or more per day 15 % have made a purchase via mobile % use once or more per day WHOS USING THE MOBILE WEB? Mobile trends are led by two groups: younger users and iPhone owners. High usage among iPhone owners may be due to the fact that these consumers are often early adopters and that the iPhone interface is among the most sophisticated in terms of offering a rich and rewarding user experience. YOUNGER DEMO HAS

HEAVIER CONSUMPTION HABITS Mobile Social Networking M-Commerce 13-17 67% 18-24 Concurrent TV Usage 26% 58% 55% 30% 46% AGE 45% 25-34 29% 35-44 45-64 14%

% use once or more per day 24% 42% 21% 15% % have made a purchase via mobile 28% 20% % use once or more per day Not surprisingly, users aged 13 to 24 those raised on the web and mobile communications are among those with the heaviest consumption habits, using their Smartphones for social interaction and often in front of the television. 16 SMARTPHONE MARKETING BRANDS HAVE A COMPELLING 6 % Listening to radio OPPORTUNITY TO ENGAGE WITH USERS IN THE

MOBILE ARENA 27% Using mobile web & apps 13% 17% Reading a magazine Watching television 33% Using web on computer 19% Reading the newspaper % completely focused 19 GETTING THEIR ATTENTION While the broader media environment is typically full of noise and distraction, consumers report being surprisingly focused when using the mobile internet. This finding is significant to marketers seeking to compete with external distractions and engage consumers in a meaningful way. Its pretty amazing how focused I am when I use my iPhone. The screen is tiny but I

can completely ignore the world around me when Im using my favorite apps. I feel grateful when Im using the mobile web. Rather than wasting time, I can take care of my family. The word I use to describe my state of mind when using the mobile web is CURIOUS. USERS ARE IN A PRIMED EMOTIONAL STATE. SIMPLY USING THEIR DEVICE CREATES FEELINGS OF APPRECIATION & CURIOSITY. Consumers rely on their mobile devices to share experiences with their friends, family and colleagues. 20 Over three out of every four Smartphone users are sharing photos, articles and videos across

their social networks. MORE THAN A THIRD (38%) OF CONSUMERS HAVE TAKEN ACTION FROM A MOBILE AD Of those who have taken action... 53% Click on the ad 35% Opt-in for email with more info/ coupons 34% Make purchases via computer or in-store 32% Opt-in for text message with more info/coupons 24% Made purchases

via mobile 7% Other 21 ADS AND ACTION Mobile offers brands the opportunity to reach consumers in new places and new ways, and mobile users report acceptance and even appreciation of mobile advertising. In fact, over one-third of Smartphone consumers report having taken action from a mobile ad. Smartphone users are clicking on advertisements (53%), requesting more information or a coupon (35%), and making purchases via their Smartphones (24%). MOBILE ADVERTISING IS BEGINNING TO DRIVE CONSUMER BEHAVIOR More than 1 in 5 have had a mobile ad... 29% Lead them to share info 22% Influence a purchase Mobile advertising provides multiple routes to brand building, both viral and direct. Smartphones serve as both the engine and the vehicle for sharing product information. Users also report that mobile advertising is capable of influencing their purchase behavior and brand awareness.

21% Create product awareness 22 WHILE MOST USERS PURCHASE ITEMS FOR THEIR DEVICE, COMFORT IS GROWING FOR OTHER 44% Purchases for my mobile (e.g., apps) PURCHASES 24 % Other purchases % have done via mobile... 23 Significantly, nearly one of every four Smartphone users has made a purchase of non devicerelated products or services from their phones indicating growing comfort with the medium as a shopping tool. MOBILE MEDIA LETS YOU INFLUENCE CONSUMERS AS THEY SHOP

I LOVE being able to look up recipes while grocery shopping. % 81 As an avid shopper, having the ability to compare prices of products while out shopping is awesome. phones to Use their research products they are considering % 81 phones Use their while shopping Smartphones offer marketers unique opportunities to influence consumers at the very moment they are considering purchase decisions and comparing prices. 24 OPPORTUNITY Unlike traditional coupons, males and younger users have

the highest degree of interest. TO INCENTIVIZE AND REWARD A BRANDS USER BASE 74 % 71% 73 % 76 % 75 % 62% 75 % 79 % % of sample who would consider redeeming coupons via mobile 25 MOBILE MOTIVATION Mobile also provides a new and perhaps the ideal platform for distributing online coupons, a notion that appeals to nearly 3/4 of all Smartphone users. Surprisingly, the study showed that males are the most open to this mode of couponing. Also unexpected was the high percentage of young consumers open to this activity with 25 to 34 year-olds representing the age group most interested in mobile coupons. USERS KNOW A SEISMIC SHIFT IN ADVERTISING IS COMING &

THEY ARE EXCITED ABOUT IT I have a Bank of America app. Every time I use my phone, I see the icon. When I need account information, its just a click away. I dont know if that is advertising, per se, but it makes me feel better about my bank. Its not just about screaming a message at me anymore. Its about providing value and that, to me, is so much better than trying to influence me by interrupting my favorite TV shows. 26 SMARTPHONE FUTURES DIGITAL AND % 60 IN PARTICULAR

MOBILE du pate tici ea rs N et an in 2 y IS ANTICIPATED TO sag e } { CONTINUE GROWING % 33 E BIL MO COM ER PUT % TV

-4 % -5 -20% -30% DIO RA MA EW EN OFT MORE CH MU ES ZIN GA N PER SPA S E E SAM UT TH ABO N

FTE ESSO CHL MU 29 CONTINUAL GROWTH Six of every 10 Smartphone users surveyed expect their mobile internet usage to increase significantly over the next two years and to become an even more integral part of their lifestyles. This growing reliance on mobile internet is a signal to smart marketers that they need to have a presence on mobile touchpoints. MOBILE TRANSACTIONS WILL CONTINUE TO fs BECOME COMMON PRACTICE AS SECURITY CONCERNS ARE ADDRESSED 4 tore so dres ad re or es to

hf tim ns vie ilei nt Se arc % ura wh k mo ta cts 95 % Chec forres produ arch for 9 Se es ht % flig p ric 93Co mpare % 86 Ch n for k-i ec a plane

s on 82 c oup s em tion de ce Re n serva ala % b el re 74 et rav ccount kka nts u % Ma hec co C % ac 67 n ee 73 ills betw yb ey Pa n % mo r

58 nsfe ck to Tra % es as 5 5 urc h ll/p Se % % Utilitarian tasks Banking 41 % have done or would consider doing via mobile As usage expands, so will consumer confidence in the security of the mobile web for privacy-sensitive tasks such as banking. This is clearly an area where merchants have an opportunity to reassure and woo customers with appropriate messaging and protective features. 30 SPEED AND COMPATIBILTY ARE THE RICHEST AREAS FOR RAPID IMPROVEMENT Timeliness Ease of use Quality of content

Organization of sites Appearance of sites Speed of downloading text Quality of video Quality of brands Amount of video Cost of access Speed of video Speed of downloading images PERFORMANCE Number of ads Size of ads Number of mobile formated sites DERIVED IMPORTANCE 31 Smartphone users are reaching for their devices to help answer unmet needs and will increasingly do so as speed and compatibility issues are resolved. Services that dont have dedicated mobile formats are going to miss out on this significant shift in consumption. CONCOMITANT MARKETING: The Smartphone represents the first marketing channel for marketers to move with and message consumers everywhere they go. Mobile is less about wireless online and increasingly a highly personal and customized medium.

INFLUENCER VEHICLE: Mobile is perceived as cool, active and timely the attributes of a vibrant brand that is positioned for growth and viral adoption. Mobile advertising provides an opportunity to reach trendsetters and make a lasting impression on the influencers who are a key audience to any brands success. MESHING: Smartphones are the ultimate media meshing tool, with consumers simultaneously consuming media on multiple screens and utilizing their Smartphones to enhance their TV viewing experience. ACCEPTANCE: The Smartphone is improving consumers quality of life. They appreciate marketers who sponsor their mobile experiences. They want advertising that is appropriate for their frame of mind and passions. They understand the role that advertising plays in providing free content and prefer advertising that delivers more relevant messages to them. 32 INITIATIVE COMMISSIONED BY AOL AND UNIVERSAL McCANN ABOUT UM UM is a global media communications agency that represents the worlds leading marketers and strategic thinkers including

Coca-Cola, ExxonMobil, Johnson & Johnson, MasterCard, Microsoft, Sony, Bacardi, LOreal and UPS. Part of the Interpublic Group of Companies (IPG), UM has roughly 169 offices in 130 countries and more than 3,600 employees with headquarters in New York. UM provides a full spectrum of media services including media and communications planning, digital strategy consultation, analytics and economic modeling, research and consumer insight. The companys mission is to deliver Curious Minds for Surprising Results. ABOUT AOL AOL is a global Web services company that operates some of the most popular Web destinations, offers a comprehensive suite of free software and services, runs one of the largest internet access businesses in the U.S., and provides a full set of advertising solutions. A majority-owned subsidiary of Time Warner Inc., AOL LLC and its subsidiaries have operations in the U.S., Europe, Canada and Asia. Learn more at AOL.com. THE TEAM Graeme Hutton, Karen Ring, Maggie Fosdick and Ali Ponce De Leon, Universal McCann Stu Rodnick and Maria Pousa, AOL Special thanks to the 360 Creative Team at AOL for producing this booklet, Agatha Chang from Universal McCann and Scott Kelliher & Stacey Comito from AOL for their mobile marketing expertise. RESEARCH INQUIRIES CAN BE DIRECTED TO: Graeme Hutton Director of Consumer Insights, UM Tel: 646.865.3437 Email: [email protected] Stu Rodnick Senior Director Strategic Insights, AOL Tel: 917.534.5069 Email: [email protected] PPT ppt PPT http://www.pptbz.com/ PPT http://www.pptbz.com/pptshucai/

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