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Setting the scene: mobile oliver robinson , Gfk. Where are we? Where are we going?. Pope John. Paul II’s body is carried across St . Peter’s Square for public viewing following his death in 2005.

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Setting the scene mobile oliver robinson gfk

Setting the scene: mobileoliverrobinson, Gfk


Where are we?

Where are we going?


Pope John

Paul II’s body is carried across St. Peter’s Square for public viewing following his death in 2005

Pope Francis speaks to St. Peter's Square for the first time after he was elected last Wednesday


Mobile really really big
Mobile: really, really big

UK device ownership (claimed)

74%

54%

27%

Smartphone

Tablet

PC / laptop

  • Source: GfK Integrated Tablet Report (all respondents, n=3,056)


Mobile really really big and getting bigger
Mobile: really, really big (…and getting bigger)

30 million

UK device sales

Tablets

Smartphones

20 million

Laptops

Desktops

10 million

0 million

Q3 2007

Q2 2012

  • Source: GfK Consumer Choices, sales data



But we use mobile in a much more personal way
but we use mobile in a much more personal way



“The clear distinction between on and offline, between human and technology, is queered beyond tenability”

Nathan Jurgenson

  • Source: The New Enquiry


We’re using the internet on our mobiles throughout the day…

12am

12pm

12am

Mobile

Commute to work

Fixed line internet

Morning

Noon

Night

  • Source: GfK Connected Life (behavioural data, base 307)


Pre mobile the internet was a place we visited
Pre-mobile, day…the internet was a place we visited…

…and it’s not all via apps…

of smartphone owners use the device to browse the web daily

  • 54%

  • Source: GfK Omnibus, January 2013


Although it might not be browsing as we know it
…although it might not be browsing as we know it day…

Average unique domains visited

Average impressions per domain

9.2

7.6

PC / laptop

Smartphone

2.0

2.7

  • Source: GfK Connected Life (behavioural data, base 307)


What does all this mean for mobile advertising
What does all this mean for mobile advertising? day…

If mobile advertising doesn’t respect what users are trying to achieve on mobile devices,

it will do more harm than good


Where are we? day…

Where are we going?



“The day…most important innovation in smartphones will be a product that is not a smartphone”

Horace Dediu

  • Source: Asymco



Gfk tech trend information overload
GfK Tech Trend: day…Information Overload

We are here (…for now at least)

  • Source: GfK Tech Trends 2013: https://virallyapp.com/download/tech-trends-2013-alt/179


Gfk tech trend intelligent design
GfK Tech Trend: day…Intelligent Design

We should be here!

  • Source: GfK Tech Trends 2013: https://virallyapp.com/download/tech-trends-2013-alt/179


So what does this all mean for mobile advertising
…so what does this all mean for mobile advertising? day…

(from the consumer perspective, at least)

Think about context

Make sure it’s relevant


Contact us
Contact us day…

For more information on anything featured in this deck, get in touch:

Oliver Robinson, Research Manager, Technology

T: +44 (0)20 7890 9475

[email protected]

Babita Earle, UK lead Innovation and digital

T: +44 (0)20 7890 9467

[email protected]


Download tech trends 2013
Download Tech Trends 2013 day…

  • A range of influences will shape the technological landscape this year.

  • Here we present six trends for 2013 and beyond:

  • Managing information overload

  • The data agenda

  • Intelligent design

  • Open-source models

  • A brand of me

  • The disruption of hardware

  • Download the document via the link below:

https://virallyapp.com/download/tech-trends-2013-alt/179


Thank you
Thank you day…

@ollyjrobinson

Oliver Robinson, GfK


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