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MARCOM12 presentatie Michiel Ebeling - Mobile Facts & Figures
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MARCOM 12 Mobile Facts & Fuel Michiel Ebeling
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Razendsnel
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INTERNET MOBIEL > DAN DESKTOP
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MOBIEL ALS BELANGRIJKSTE KANAAL
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6 miljard 1 miljard 1,7 miljard
(source: International Telecommunication Union 11/2011
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(source: International Telecommunication Union 11/2011
17% MOBIELE INTERNETTERS 45% groei per jaar
(source: International Telecommunication Union 11/2011
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91% 88% 84%
(source: International Telecommunication Union 11/2011
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8,2 miljoen >60% smartphone
(source: Telecompaper 5/2012
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Android 56%
Windows Mobile 3%
iOS + RIM 41 %
(Bron: GFK 3/2012)
SALES SMARTPHONES NL – MARCH 2012
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iOS 41% Android 31% BlackBerry 13%
(source: StatCounter 2/2012 pageviews per OS Europe
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(source: Telecompaper 2012, www.telecompaper.com)
2.3 MILJOEN TABLET GEBRUIKERS ...12% heeft Tablet …30% gebruikt Tablet eind 2012 ...Apple Marktleider
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(source: Telecompaper 2012, www.telecompaper.com)
2011 2012 2013 2014 2015 iPad users 28 53 70 81 91 Tablet users 34 70 99 119 134
% total 11% 22% 31% 37% 41%
(source: eMarketer June 11 2012
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(source: Telecompaper 2012, www.telecompaper.com) (source: eMarketer June 11 2012
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Het aantal sessies internetbankieren overtreft mobiel nu al de PC.
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mobiele strategie
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Zijn we er klaar voor?
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Stap 1: mobiele website
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MOBILE COMMUNITY BUILDING CONTACT MOMENT
Stap 2: mobile community building
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GEINTEGREERDE MOBIELE MARKETING AANPAK
…Internet naar mobiel
…Data capture …3D mobiele instap kaart
…Sms marketing / mobiele site
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Mobile Community building Walmart
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Stap 3: app strategie
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AANTAL APPS
650.000 iOS
450.000 Android
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AANTAL APPS
+1000 iOS
+1400 Android
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Omzet per developer
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Populairste apps 2011
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ABN AMRO
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$ 2 miljard $ 1 miljard $ 4 miljard
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Bol.com m-commerce
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MEDIA CONSUMPTIE MOBIEL ALS BELANGRIJKSTE KANAAL
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2011 US AD SPENDING VS. CONSUMER TIME SPENT
43% 40% AD spend per Media
Time spent per Media
29%
6%
16%
22%
11% 9%
1%
23%
TV PRINT WEB RADIO MOBILE
(source: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics)
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MOBILE ADVERTISING
- Messaging - Mobile websites - Mobile apps
- Mobile video - Mobile ad networks - Search
- App sponsoring - Other
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Interessante netwerken
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MEDIA PLANNING PROCES FASES 1. Awareness 2. Consideration 3. Dialogue 4. Purchase 5. Usage 6. Repurchase 7. Advocate
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Mobile advertising tips 1. Maak gebruik van relevante mobiele functies
2. Maak het relevant
3. Leesbaar op mobiel graag! 4. Zorg voor een link met bestaande media uitingen
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Mobiele stappen 1. Mobiele strategie 2. Mobiele website
3. Database opbouwen 4. App strategie
5. Mobile advertising
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McDonald’s Japan L
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