Bas van den Beld, State of Digital www.basvandenbeld.com | www.stateofdigital.com

Mobile: A look from the user perspective

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Speaking, Consulting, Publishing, Training

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The Mobile Phone changed my life…

Let’s go back to 1999…

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In 2000…

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By early 2002…

Fast forward to 2016…

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74% (+9% YoY) of Germans use a smartphone. That’s 51 million people!

From: Bitcom Research

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More than 4 in 10 teens in Germany own all three: a smartphone, a tablet and a desktop or laptop

From: https://insights.fb.com/

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Zalando grows web sales 36% in 2015

> $3 billion in online sales

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Mobile accounted for 57.1% of total traffic

+14.8% YoY

App downloads more than doubled to 19 million

Mobile didn’t just change our lives, it is part of our lives

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“Multi-device teens in Germany have a very personal relationship with their smartphones, equating them to their “diary”—something that knows them well and keeps their secrets.”

From: https://insights.fb.com/

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THAT MOMENT

YOU REALISE YOUR PHONE IS NOT IN YOUR POCKET

How do (search) marketers respond?

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Mobile-friendly isn’t just a readable website

What really is mobile-friendly?

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Mobile-friendly is understanding…

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Mobile-friendly = where is someone?

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1 in 4 admits to searching from the toilet…

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Mobile goes beyond the device, it’s where someone is, no matter what device they use

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Mobile-friendly = what are they doing?

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59% of German multi-device teens use their smartphone when studying and 43% use it for studying

From: https://insights.fb.com/

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Mobile-friendly = how does someone use their device?

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70% of millennials use voice searchMicrosoft

@basvandenbeldData Source: Microsoft Internal data, April 2015

1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words

Speech Text Average Bing Ads searches more concentrated around 1-3 words

Win 10 voice searches longer through the tail

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Users expect more natural and conversational interactions with a search engine

Google about Hummingbird - September 2013

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Mobile-friendly = what are they using their device for?

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From: https://insights.fb.com/

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Our devices are now our personal assistants

CortanaSiriFacebook “M”

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Mobile-friendly = knowing what does someone want right there and then?

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Mobile makes up 88% of all "near me" searches, with those mobile searches growing at 146% year over year.

From: thinkwithgoogle.com

How should a marketer respond?

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Think about the user: what do they need and use. What works for them.

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Mobile searches are full with intent across various stages of the buying process

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You want to be there, but you need to be useful as well

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UX = User Experience

Mobile is the experience…

Make it friendly…

Thank you!

Bas van den Beldwww.basvandenbeld.com www.stateofdigital.com nl.linkedin.com/in/basvandenbeld @stateofdigital @basvandenbeld

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