Google Think Mobile Stream Cast 2.10.10
Google Mobile
2.10.10
Mary Meeker, Partner, at Kleiner Perkins, Google’s Dennis Woodside, SVP of Americas Operations, and Jason Spero, Head of Americas Mobile Operations, discuss one of the most dramatic consumer behavior transformations in history; and hear why marketers need to reshape their strategies to reach the new “mobilized” consumer.
Notes:
• In1997 Morgan Stanley forecasted e commerce could grow to be , 4%-5% of total commerce in 15 years, it is now 5%. Mobile e commerce is project to be 5% in 5-10 years.
• Mobile search will dwarf the growth rates seen during the pc era. Mobile phone adoption rates are 20X the adoption rates of pc’s
• Google search traffic on mobile devices is up 4X over last year and continuing to grow.
• In 2010 smartphones and tablets outsold pc’s and placed based units.
• By the end of 2011 over half of America will have a smartphone in their pocket at all times,- Google
• UTube is the second largest mobile site with 50% of users staying for over 20 minutes
• Ebay conducts 1 transaction per second on a mobile device and over $2.0B per year on mobile devices. Also reports selling three Ferraris a month on a through a mobile device
• Heaviest mobile usage up 8pm to 11pm and at lunch, Heaviest desktop usage is at work.
• 61% of mobile searches call the business, 59% ended up in the store!
In the consumer electronic segments (CES) 15.5% of all search are on a mobile phone 1 in 7!
• In beauty and personal products 14.9% of searches are on a mobile phone
• One in three mobile searches are for local information Food, goods, services, retailers, “where am I”
• Price-line mobile app for hotels;82% booked on day of arrival. 58% within one mile of hotel.
• 65 million minutes of angry birds is played every day
• Farmville has an estimated 100M mobile users
• Pandora has 3M mobile users per month and growing exponentially
• Go Daddy drove their mobile search numbers 300X with their super bowl advertising launching the .co format
• Publishers report that 20% of their user interface is on a mobile device
• A large gap between advertising spending and time spent on the internet. Most advertising is on the pc based internet engagement but mobile engagement is where the fastest growth in users is and time on site is taking place. With low advertising penetration to date, share of voice leadership positions are open.
• Sites like Shazam, text plus, and open table,and others are paving the way to mobile interface with the consumer
• Shopkicks drives local traffic with consumer offers for local retail outlets, drive traffic to store up 50%
• Apple consumers move from free apps to paid at a rate of 14% versus 2% on Android.
• html5 will drive the next generation of mobile apps-
• Near field communications will drive the commerce segment with local payments phone to phone
• Things you can do now:
1) Create a mobile site and app.
Pillsbury was #6 recipe on the web not available on a mobile phone, added a mobile component and increased traffic by 25%
build your property don’t build forever
2) Think local- Mobile usage is a local game with most users seeking information for where they are at the moment
3) Get personal- Adidas implored a voice activated DVX system for high school athletes to leave messages for Professional athletes dvx system for athletes 3,000 left messages for Kevin Garnett
4) Track mobile independently from desktop property capture leanings, Match.com best at registration on the desktop,
5)Measure and iterate.- Match.com started with 2% of new users in mobile through optimization now do 8% on mobile phones.
