eMarketer Webinar: Smart Devices: Phones, Tablets & More--Opportunities for Marketers

©2011 eMarketer Inc.

Presented by:

Noah Elkin

Principal Analyst

@noahelkin

F E B R U A R Y 2 4 2 0 1 1

Smart Devices: Phones, Tablets and More—Opportunities for Marketers

Sponsored by:


Agenda

Growth trends: smartphones and tablets

Rising competition: devices and operating systems

Evolving usage patterns

Marketing and advertising implications

Key takeaways

Q & A

Twitter: #eMwebinar


Growth Trends: Smartphones


The number of US smartphone users will rise by nearly 50% from 2011 to 2015


Asia-Pacific and Western Europe lead the world in total smartphone users


US smartphone ownership is growing more quickly among recent phone buyers

Twitter: #eMwebinar


The trend toward purchasing smartphones is also evident outside the US


Smartphone buyers want a device that is part of larger mobile media ecosystem


Growth Trends: Tablets


Apple’s iPad and onslaught of Android tablets will push global sales up five-fold by 2012


The iPad owns the tablet market…for now

Twitter: #eMwebinar


US will account for the majority of near-term tablet demand


Tablet awareness and purchase intent are healthy, particularly among younger consumers


Death of the ereader appears to be premature


Rising Competition in Devices and Operating Systems


Apple’s iOS will remain the dominant US smartphone platform in 2011, but Android will pull ahead in 2012

Twitter: #eMwebinar


Android increasingly popular among recent smartphone purchasers


Android is the most popular smartphone platform among younger adults


On a global level, Android will also gain ground by 2014

Twitter: #eMwebinar


Can the Nokia-Microsoft strategic alliance disrupt the mobile ecosystem?

Nokia to forego Symbian and MeeGo in favor of Windows Phone 7 OS on smartphones

Nokia to adopt Microsoft advertising on mobile devices

Google reaction:


Tablets constitute an additional front in the same OS platform battle


Evolving Usage Patterns


Smartphone owners represent 80% of all US mobile internet users


Disparity between smartphone and feature phone users is growing

Twitter: #eMwebinar


Mobile social networking is more prevalent among US smartphone users

Source: comScore, “2010 Mobile Year in Review,” Feb 2011


Smartphone users in emerging markets over-index for many key retail activities

Source: Accenture, “Retail Applications of Mobile,” Dec 2010


Tablets have quickly become daily fixtures for many activities


Opportunity for tablets in the enterprise is growing

Source: ChangeWave Research, Dec 2011


Marketing and Advertising Implications


Global executives see multiple platform usage as a key trend affecting their business


Marketers see advertising opportunities on a range of smart devices

Twitter: #eMwebinar


From a user experience perspective, both bring something to the table. Apps are effective at providing mobile users with an encapsulated experience that filters out the variables of browsing the web. Browsers, on the other hand, are universal, and give marketers more latitude to experiment with different ad formats.

As the mobile browser experience more closely resembles that of the desktop, browsing the web from a mobile device may become more “app-like” in user experience. Co-existence will lead to convergence between the two.

Most research indicates that smartphone owners are equally active in using the web and apps. An October 2010 survey by Frank N. Magid Associates, for example, found web browsing and app usage to be neck-and-neck (80% and 77%, respectively).

Contest of apps vs. browsers will not result in an either/or outcome


Growth in free apps outpaced that of paid apps across every OS platform in 2010


Paid app prices are decreasing…


…while in-app purchases are emerging as a more important revenue stream for developers and brands


To get noticed, brands should market their apps across multiple channels


Smartphone users are more likely to recall seeing ads…


…but variations in other brand metrics between smartphone and feature phone users are minimal

Twitter: #eMwebinar


Tablet owners are more receptive to a range of advertising formats


Mobile platform competition remains fierce. The US mobile market looks like a two-horse race between Apple and Android, as BlackBerry’s lead slips away.

Android is the growth story everywhere. Android is the fastest-growing mobile platform, and its growth is coming largely at the expense of incumbents such as RIM/BlackBerry in the US and Nokia/Symbian elsewhere.

Tablets will extend OS competition into a new market segment. Not quite computers, not quite mobile devices, tablets could disrupt both segments. As new tablet introductions accelerate over the next 12 months, they will redouble competition between the primary OS platforms.

One size does not fit all. Smartphones and tablets serve different purposes. Focusing on the distinctions between platforms and form factors will lead to payoffs in user experience.

Key takeaways


Mobile Value Proposition

Collect the right data Compelling ExperiencesData-driven Decisions


Benefits of Mobile Solutions

Mobile SitesMobile Apps

Video

Feature PhoneSmart Phone

Tablet

Online MarketingSuite

A (CONTROL)

B(ALTERNATE)

Mobile SitesMobile Apps

Video


MyNewPlace: Success Story

“With Adobe SiteCatalyst, we can track and

compare user behavior and lead generation

across our three platforms: web, mobile web,

and iPhone app.”CTO and VP of Engineering

MyNewPlace

Challenge: Accurately measure the usage of its

first iPhone app to validate continued investment

Continuous optimization of the iPhone app, web, and mobile web experience that is being offered to customers

Results: iPhone app shown to convert at

nearly 2 times the rate of the website

26% increase in conversion on mobile optimized website

Ability to measure “click to call” phone leads initiated by iPhone app

Achieved ROI ahead of schedule


Smart Devices: Phones, Tablets and More— Opportunities for Marketers

Questions & AnswersRegistrants will receive an email tomorrow that includes a link to view the deck and webinar recording.

For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions.

To learn about eMarketer Total Access please visit www.emarketer.com/productsor contact us: (800) 405-0844 or [email protected]

Presented by:Noah ElkinPrincipal Analyst, eMarketer, Inc.@noahelkin

Twitter Hashtag: #eMwebinar

Sponsored by:

eMarketer Webinar: Smart Devices: Phones, Tablets & More--Opportunities for Marketers

Business

Transcript of eMarketer Webinar: Smart Devices: Phones, Tablets & More--Opportunities for Marketers