Getting to Know the Mobile Consumer & Marketing with Location-Based Services
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Transcript of Getting to Know the Mobile Consumer & Marketing with Location-Based Services
by Adam Helwehof Secret Sushi Creative Inc.
Getting to Know the Mobile Consumer & Marketing withLocation-Based
Services
www.secretsushi.com | [email protected] | @secretsushi
Founder and CEO of Secret Sushi Creative, a strategic design, digital
and social media marketing agency.
Enough with the introduction. You’re here for the presentation!
Let’s get started
Hi! I’m Adam Helweh
www.secretsushi.com | [email protected] | @secretsushi
Not Mobile
LaptopsDesktops
Mobile Devices
SmartPhones
TabletsLet’s first agree ...
The term “Mobile Device" refers to smartphones, tablets and some times E-readers.
Although technically“mobile”, laptops are considered mobile computers.
www.secretsushi.com | [email protected] | @secretsushi
0
500
1,000
1,500
2,000
2007 2008 2009 2010 2011 2012 2013 2014 2015
Inte
rnet
Use
rs
*Source: IDC (idc.com) September 2011
Desktop Internet Users Mobile Internet Users
Mobile internet usage is expected to surpass desktop internet usage by 2015.*
www.secretsushi.com | [email protected] | @secretsushi
Let’s focus on smartphonesfor the rest of the presentation
Device & Data$$$
Cheaper smartphones and more affordable data plans have contributed to an ...
89% increase in mobile data
usage from 2011 – 2012
www.secretsushi.com | [email protected] | @secretsushi
$145 millionsmartphones sold in
Q1 2012
491 million
smartphones sold worldwide in
2011
Smartphone Sales
www.secretsushi.com | [email protected] | @secretsushi
Who is the Mobile Customer?
www.secretsushi.com | [email protected] | @secretsushi
Gender: Smartphone population is ...
50.9% Females
49.1% Males
Source: Pateerson, Sean, “Nielsen Takes a Look at Smartphone Demographics,” May 7, 2012
http://www.webpronews.com/nielsen-takes-a-look-at-smartphone-demographics-2012-05
www.secretsushi.com | [email protected] | @secretsushi
Age: Heaviest overall audience
concentration is ...
... between the ages of
25-44
Source: Pateerson, Sean, “Nielsen Takes a Look at Smartphone Demographics,”
May 7, 2012 http://www.webpronews.com/nielsen-takes-a-look-at-
smartphone-demographics-2012-05
www.secretsushi.com | [email protected] | @secretsushi
Income: 50% of smartphone users
reside in households with ...
... income of $75,000 +
Source:Radwanick, Sarah, Comscore Press Release, June 8, 2012.
http://www.comscore.com/Press_Events/Press_Releases 2012/6/Majority_of_Tablet_Users_Watch_Video_on_their_Device
www.secretsushi.com | [email protected] | @secretsushi
Ethnicity: Minorities are far more likely than white
Americans to use smartphones.
Source:Radwanick, Sarah, Comscore Press Release, June 8, 2012.
http://www.comscore.com/Press_Events/Press_Releases 2012/6/Majority_of_Tablet_Users_Watch_Video_on_their_Device
0% 25% 50% 75% 100%
45%54%57%67% of Asian Americans
of White Americans
of Hispanic Americans
of African Americans
Let’s talk aboutLocation-Based
Services
What is a location-based service?Location-based services (LBS for short) are a set of application services and data that provide location
based, geographic and often real-time context to a computer application.
Most commonly used on mobile devices, these services might help you identify a location, find a
friend, track an experience or become notified of a nearby offer.
Enablers ofLocation-Based
Services:
๏ On-board GPS๏ Small Form Factor ๏ Persistent
Connectivity
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0% 20% 40% 60% 80% 100%
of smartphone owners use their phone to get real-time location based information.
of smartphone owners thencalled that business.
74% 61% 59% of smartphone owners then
then visited that business.
?
555-1234
$23.95
Source:Pew Research
, Three-quarters of smartphone owners use location-based services, May 11, 2012. http://pewinternet.org/Reports/2012/Location-based-services.aspx
Location-Based Behavior:
www.secretsushi.com | [email protected] | @secretsushi
Real-Time Location-Based Information Sources:
Business Directories
Search Engines
Mapping Services
Social Networks
www.secretsushi.com | [email protected] | @secretsushi
Source:Pew Research
, Three-quarters of smartphone owners use location-based services, May 11, 2012. http://pewinternet.org/Reports/2012/Location-based-services.aspx
Location-Based Behavior:
18%
use a social location-based service to “check in” to
certain locations or sharetheir location with friends.You Are
Here
www.secretsushi.com | [email protected] | @secretsushi
Popular location-based uses and applications:Loyalty & Incentive Programs
www.secretsushi.com | [email protected] | @secretsushi
Popular location-based uses and applications:Search & Discovery
www.secretsushi.com | [email protected] | @secretsushi
Popular location-based uses and applications:Location-Based Offers/Deals
www.secretsushi.com | [email protected] | @secretsushi
Popular location-based uses and applications:Location-Based Mobile Photo Apps
www.secretsushi.com | [email protected] | @secretsushi
Popular location-based uses and applications:Assisted Social Serendipity
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Popular location-based uses and applications:Location Targeted Listening & Monitoring
Here are someExamples
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Visit shopkick.com for a tour of the in-store app experience.
www.secretsushi.com | [email protected] | @secretsushi
Synch your eligible American Express Card securely to Foursquare.
https://sync.americanexpress.com/Video: http://youtu.be/gPsm2PTbV_c
www.secretsushi.com | [email protected] | @secretsushi
Then get access to special offers when you check-in to business and use your American Express card to pay.
www.secretsushi.com | [email protected] | @secretsushi
American Express has created the most engaged presence of any financial company on Foursquare.
www.secretsushi.com | [email protected] | @secretsushi
American Express has created the most engaged presence of any financial company on Foursquare.
www.secretsushi.com | [email protected] | @secretsushi
Questions? Want to talk?
[email protected](408) 786-9556
www.linkedin.com/in/adamhelweh @Secretsushi