Post on 26-Jun-2015
description
WORLDWIDE MOBILIZATION
and RUSSIA MEC Russia for
TYNY conference
IS RUSSIA READY?
2017 2m smart devices (70m around the world)
4m use only
mobile Internet (+24% vs. 2013 )
Russia
+14%
LTE-enabled mobile devices sold Q2’14
74%
use mobile apps regularly
Geo-location based services # 3 by usage
72% of young people "can't leave the
house without their phone"
THERE’S A GENERATION GAP
Product Testing Institute – Seniors Product Testing Institute – Toddlers
XYZ
DISTINCT AND DRIVEN FURTHER APART
GEN X GEN Y GEN Z
HAVE
MOBILE INTERNET every / almost every day
HAVE
Source: DFW, OnLife 2014/1Q
26% 35%
12% 18%
53% 61%
21%
42% 47%
HOW ARE THEY?
GEN X GEN Y GEN Z
GEN X’ERS –
READ AND SCROLL
27% are
JUST SCROLLERS
73% read longer
news and stories
65% smartphones are the most common starting place for
online activities
Kids are source of information
about devices
‘I don’t know what is this. My daughter set me this app…’
33% apps for making decisions
2,5 spent time vs. assumption
5,8 days watch videos on mobile
phones per month
56% multiplatform. multitasking.
“ I’m a blogger, I’m a photographer, I’m publishers, I’m journalist, I’m a model, I’m a singer, I’m….”
GEN Y’ERS –
SNACK AND SHOOT…
…AND DOCUMENT THEIR LIVES
The first wearable camera that can fly
GEN Z’ERS –
ENSLAVED TO / SET FREE BY MOBILE
Kids swipe magazines like an iPad or an iPhone
65% use parents devices
72% device-experience
by the age of 8
8 min not longer video content
GEN Z’ERS
MOBILE SURVIVAL KIT
“ If I could take the only one thing on the island, it would be my phone”
VOICE Services use more than XY
COOL TO WATCH TV AGAIN…
56% use mobile or tab simultaneously with TV
80% use tab at home
COOL TO WATCH TV AGAIN
WITH A MOBIE AT HAND
Mobile app ‘Voice’ • 1,5m downloads
• 150 – 170k active players each Friday
during live broadcast
.
Voice 3 TV ratings Gen X Gen Y Gen Z
42 % 29 % 22 %
ARE YOU READY TO TAKE IT
BEYOND? SHOULD YOU?
Include mobile in 100% digital campaigns
Make sure site is mobile optimized
Integrate consumer touchpoints through mobile
Deliver greater experience for XYZ through apps
Leverage geo location and be in time
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