Wearables and smartphones in digital marketing.
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Wearables and smartphones in digital marketing. Interactive and Digital Marketing 9th of November 2015 Dr Lukasz Piwek @motioninsocial
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Transcript of Wearables and smartphones in digital marketing.
Wearables and smartphones in digital marketing.
Interactive and Digital Marketing 9th of November 2015
Dr Lukasz Piwek@motioninsocial
PEOPLE WITH SMARTPHONES GLOBALLY*
1.8 billionADULTS WITH SMARTPHONES IN UK**
80%EVERYONE WILL HAVE SMARTPHONE BY***
2025*eMarketer (2014) **Ofcom (2014) ***Portio Research (2011)
Number of patent claims potentially at stake in each smartphone
250,000
activity tracking
location
personal assistants
social networking
Jawbone 3 Misfit ShineFitbit FlexNike Fuelband
Basis B1 Apple Watch Moto 360 Microsoft Band
Withings Pulse
Sproutling Baby Monitor
Nuubo NECG Minder
NeuroSky MindWave DuoFertility
Withings AuraWithings
Smart Scale
WEARABLE SHIPMENT VOLUMES IN 2014*
19 million
*IDC (2014) **Juniper Research (2014)
global spending $700 million**
WEARABLE SHIPMENT VOLUMES IN 2018*
111.9 millionglobal spending $2.4 billion**
PREDICTED
we continuously generate
digital traces of our behaviour
such as search / click / view / like /
share / follow / check in / passive tracking
The Age of Personal Big Data
tracking and profiling digital consumption (and virtual currency) “digital dark side”
trackingand
profilingdigital consumption (and virtual currency) “digital dark side”
Call logs
Phone status logs
SMS logs
App use logsMicrophone
Accelerometer
Light sensor
Camera
Touchscreen
Speaker
Vibration
GPSCellular network WiFi BluetoothNFC timelocationproximity to devices
ambient light intensityspatial orientation
movement levelfeedback
controlinput
analysis of call logs can reveal exact structureand strength of your social tiesOnnela et al. (2007) Eagle et al. (2009a)
only four points from cell towersare enough to uniquely identify 95% of the individualsde Montjoye et al. (2013a)
stress level can be detectedwith 80% accuracyby capturing only a few wordswith microphoneLu et al. (2012)
call logs, SMS logs,Bluetooth scans, and application usagecan be used to predict personality traitswith up to 70% accuracyde Montjoye et al. (2013b) Chittaranjan et al. (2013)
accelerometerscan be used to predict whether you’re sleeping,walking, sitting, jogging, cycling, or drivingwith up to 95% accuracyKhalil & Glal, 2009 He & Li, 2013 Behar et al. (2013)
wall content depends on likes, clicks, comments, scrolling speed, cursor locationBakshy et al., 2015
collection of your likescan reveal your:agegenderethnicityhappinessintelligenceuse of drugspersonality traitsparental separationreligious and political viewsKosinski et al., 2013 Kross et al., 2013 Lambiotte et al., 2015
recommendation system based on viewer demographics, history, ratings, browsing patterns
habit detection and suggestion systembased on movement, location, payment history, activity/sleep
consumer habits withpast history of purchases
digitalconsumption
(and virtualcurrency)
tracking and profiling
“digital dark side”
freemium premium preview trial subscription digital rental embedded advertisement pay-as-you-go streaming-without-ownership
digital media sale tactics
mobileis the new shop window
NUMBER OF APPS IN APPLE AND GOOGLE STORES*
2.4 million
*Apple/Google (2014) **Kantar Media (2014)
MEAN VALUE OF APPS INSTALLED ON iOS DEVICES**
£60
NUMBER OF CONSUMERS USING THEIR SMARTPHONE WHILE SHOPPING IN-STORE
70%
NUMBER OF CONSUMERS WHO CALL OR VISIT A BUSINESS AFTER LOOKING FOR LOCAL INFO ON THEIR PHONE
77%
(2013)
(2012)
consumersco-create
advertisingand branding
MORE VIDEOS UPLOADED TO
every 60 daysthan the top three broadcasters produced
in 60 years
(2014)
ONLINE VIDEO ADS RECEIVED
18.3%more viewer attention than TV commercials
(2012)
AVERAGE NUMBER OF USERS PIRATING WORLDWIDE PER DAY
Game of ThronesBreaking Bad
The Big Bang TheoryOrange is the New Black
True DetectiveHouse of CardsMasters of SexModern Family
FargoHomeland
0 75,000 150,000 225,000 300,000
(data: Times)
“digital dark side”
tracking and profiling digital consumption (and virtual currency)
Data breaches
Darknet
Privacy issues and identity theft
major usability & technical issuesdata discrepancies
low build quality and design issues short battery life
overcomplicated interface issues with bluetooth synch
no intelligent feedback problem with raw data access (closed API)
problem with data ownership
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