The Acceleration of Everything - Daniel Cintra, Google
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Transcript of The Acceleration of Everything - Daniel Cintra, Google
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Google Confidential and Proprietary 1
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Google Confidential and Proprietary
Acceleration of Everything
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Google Confidential and Proprietary
Digital Revolution in Context
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Information “Read”
Distribution & Commerce
“Buy” Communication
“Interact”
1994 2010 1998 2000 2003 2006
1.9B Internet Users: 77M 400M 500M 1B
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Google Confidential and Proprietary
The Connected World
> 2bn people
> 35bn devices
4 Source: “Learn from Google” Atlanta Event, 2011
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Google Confidential and Proprietary
600M daily views
on YouTube via Mobile
10B+ downloads
from the Android Market
950K Android +
iPhone devices activated daily
$4.5M in donations
for Japan made via text message
eBay sold $2B via
Mobile in 2010
125 Years of
Angry Birds played every day
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Google Confidential and Proprietary
Ad spend is following consumers online
Source: eMarketer, March 2011; Share of Avg. Time Spent Per Day with Select Media by U.S. Adults vs. U.S. Ad Spending Share, 2010
11% magazines
43% tv
19% online
17% newspapers
11% radio
5% newspapers
3% magazines
43% tv
25% online
16% radio
0.5% mobile
8% mobile
gap between ad
investments and media
consumption
untapped audience consumers’ media consumption
advertising Investments
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Google Confidential and Proprietary
Source: *Yahoo! and com Score Study Finds Online Consumers Who Pre-Shop on the Web Spend More In-Store. July 2007. **Source: Google
1 in 5 desktop searches are related to location.**
1 in 3 mobile searches are related to location.**
97% online consumers use the web
to research for products.*
There is immense opportunity in Local
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Google Confidential and Proprietary
Healthy Y/Y grow in searches for “Local” verticals
Source: Google Internal Data, YoY is last 90 days 8
Ind
exed
Qu
ery
Gro
wth
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Google Confidential and Proprietary
The Four B’s
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Addressing the Local Opportunity
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Google Confidential and Proprietary
The Four Be’s
Be Accountable
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Be Relevant Be Found
Be Engaging
> Be Engaging Be Accountable
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Google Confidential and Proprietary
Be Found
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Google Confidential and Proprietary
Be Found – Search
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Google Confidential and Proprietary
Consumers Are Ever More Discerning
Since the recession began, 54% of consumers are
spending more time researching products
online before they buy them in a store.
And 83% are relying on trusted places like user ratings or product review sites.
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Google Confidential and Proprietary
Decisions Are Made Before Entering Store
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Source: Longitudinal Economic Study Series, IRI Attitude Link, n = 1,000+ shoppers. CPG Purchase Decisions. IRI, 2009.
Where Purchase Decisions Are Made % of Shoppers
40%
25% 17% 17%
60%
75% 83% 83%
2007 2008 2009 2010
In-Store Before Entering Store
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Google Confidential and Proprietary
Be Relevant - Mobile
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>
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Google Confidential and Proprietary
Source: US Mobile Smartphone Consumer Study, Google & Ipsos Mobile Study 2010
48% of all smartphone owners
use mobile internet while eating
20% of all smartphone owners
use mobile internet while driving
13% of all smartphone owners use mobile internet
while having a meaningful conversation
39% of all smartphone owners
use mobile internet in the bathroom
Mobile is part of our daily lives
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Google Confidential and Proprietary
12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM
Tablet Mobile Desktop
Day Evening Morning Night
Hourly Distribution of Searches by Platform (doesn’t reflect absolute traffic volume)
Mobile allows for constant connectivity
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Google Confidential and Proprietary
Mobile complements desktop
Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010 18
Desktop Mobile
Week 1 Week 2 Week 3 Week 4 Week 5
Sat/Sun Sat/Sun Sat/Sun Sat/Sun Sat/Sun
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Google Confidential and Proprietary
80% of customers abandon a mobile site if they have
a bad user experience1
Sources: (1) Limelight Networks, Inc. 2011, (2) Compuware, “What Users Want from Mobile,” 2011
2
Are you ready for mobile?
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Google Confidential and Proprietary 20
Be Engaging
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Google Confidential and Proprietary
Search5%
Email & IM20%
Commerce11%
Content38%
Community26%
Reach customers while they explore their interest
95% of Time Online is Spent Outside of Search
Source: Online Publishing Association and Nielsen//NetRatings, August 2010; iProspect Research 2010
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Google Confidential and Proprietary
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Google Confidential and Proprietary
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Google Confidential and Proprietary
Be Accountable - Measurement
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Google Confidential and Proprietary
THANK YOU!
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Circle on G+: Daniel Ladvocat Cintra