Mobile First and App Trends 2012

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Mobile Trends 2012 Magnus Jern, 2012-09-25

description

Presentation used at several conferences and at at least 20 client workshops this year. Content includes: * Why mobile first? * Web vs Mobile transition * How mobile first * HTML5 maturity * Apps vs mobile web usage * Mobile Commerce Trends * and more... Please contact us for more details or sources of the information.

Transcript of Mobile First and App Trends 2012

Page 1: Mobile First and App Trends 2012

Mobile Trends 2012!Magnus Jern, 2012-09-25

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Agenda

!   About Golden Gekko

!   Trends & Insights !   Mobile First !   Responsive Design !   Mobile Web vs Native apps and HTML5 ! mCommerce

What we want to cover

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Overview

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Overview and one Case Study

About Golden Gekko

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A team of 140+ people that love and breathe mobile apps/sites. 20+ nationalities across 5 countries.

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More than 150 brands and agencies have put their trust in us.

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O2 Priority Moments Priority Moments is a clever new mobile service just for O2 customers.

Portfolio

!   It brings you great nearby offers and experiences exclusive to O2, with a handful picked from the best already in the market - from some of the UK’s most well-loved brands.

!   Launched in July 2011.

!   Native iOS and Android Apps + Mobile Web and backend for offer management

!   Over 1m active users Jan 2012

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O2 Priority Moments!Commercial

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Portfolio

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Background

Trends and Insights

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Start with thinking

Mobile-First Reason No. 1 – It’s a fact, mobile is taking over.

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During 2011−2016 Cisco anticipates that global mobile data traffic will outgrow global fixed data traffic by three times.

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5 billion+ People who own a mobile phone in the world.

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Overview

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In some countries it is already happening

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Mobile-First Reason No. 2 - Things are changing.

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2010 Google adopted mobile first

2011 Luke Wroblewski publishes “Mobile First”

2011 Facebook, eBay, Amazon, Twitter announced mobile as the first priority

2012 Consumer brands such as American Express, Procter & Gamble, Coca Cola adopt Mobile First strategies and some even mobile only such as Path and Instagram

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Mobile-First Reason No. 3 – Mobile is different by nature.

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Yesterday “Go to the computer”

Today “Open a browser (or app)”

LOCATION is irrelevant

TIME is on my side

U.E. “most content win!”

LOCATION is everything

TIME flies

U.E. “Less is more”

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Mob

ile-F

irst

Reason No. 4 – The Cross Platform Challenge

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Key insights

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Time spent on mobile has already surpassed print

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Apps vs Mobile Web?!You need both!

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%  Traffic   App   Mobile  Web  

Airlines   61%   39%  

Cruise  Lines   0%   100%  

Ground  Transporta9on  

14%   86%  

Hotel   31%   69%  

Maps/Naviga9on   98%   2%  

Mul9-­‐category  travel  

79%   21%  

Travel  Des9na9ons  /  Theme  Parks  

54%   46%  

%  Preferred   App   Mobile  Web  

Maps/direc9ons   52%   48%  

Research  Travel   25%   75%  

Check  travel  reviews  

23%   77%  

Check  travel  i9nerary  

32%   68%  

Nielsen,  June  2012  

Adobe,  October  2010  

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App usage dominates for top online companies

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!   Mobile web has more users but time spent on the apps vastly outperforms mobile web

!   Even brands such as Google with mobile web focus get much more engagement from apps

!   The only exceptions are Wikipedia and Microsoft because they don’t have apps for most services

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Facebook about HTML5

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Mark  Zuckerberg:  

“We  had  to  start  over  and  rewrite  everything  to  be  na9ve.  We  burned  two  years.”  

“The  biggest  mistake  we  made  as  a  company  was  beTng  too  much  on  HTML5,  because  it’s  just  not  there  yet.  ”  

“Two  years  ago,  we  decided  to  bet  completely  on  HTML5.  We  believed  that  because  it  used  the  same  technology  as  the  desktop,  we  thought  it  could  improve.  But  it  wasn’t  good  enough.  We  realized  the  only  way  we  could  get  there  was  to  go  na9ve.”  

“We  want  to  build  a  system  that  is  deeply  as  possible  integrated  into  every  device.  We  have  three  mobile  plaZorms:  mobile  Web,  Apple‘s  iOS,  Android.”  

 

…but  Mobile  Web  s9ll  makes  up  55%  of  the  traffic  to  Facebook  

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So what does this mean for HTML5?

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!   HTML5 is a great technology evolution for mobile web

!   Hybrid apps (HTML5 code wrapped as native apps like current Facebook for Android) can be developed using HTML5 with a lower cost than native if you are willing to compromise on speed and User Experience

!   If you are not willing to compromise then native is the only alternative for now if you want to deliver a great app experience

!   HTML5 will continue to improve rapidly but so will native apps so therefore they will continue to evolve side by side for at least another 3-5 years

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mCommerce

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mCommerce is much more than eCommerce on Mobile

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mCommerce Trends & Barriers

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!   With current growth rate mobile commerce will still represent a small share of total web traffic by 2016

!   5 out of 6 barriers to mobile commerce are user experience related

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