Go Mobile or Go Home by MWWPR

GO MOBILE OR GO HOME

OVERVIEW Smartphones are shifting from a screen that complements PCs (and tablets) to the main online activity screen. As a result, we must now shift our design, content and communications strategies to ones that see mobile as the first and, sometimes, only screen for engagement. Increasingly, we use mobile phones to search the Web, get news, check email and connect on social networks, even at home. It’s now very likely your brand’s mobile presence will be the first and most common engagement with your audience. Is your mobile strategy up to the task? Consider Instagram’s mobilefirst push in contrast to Facebook’s mobile struggle. To stay connected, your mobile strategy may need to lead your online strategy. OUR OBJECTIVE: To ensure our client’s mobile connection points are optimized for audience engagement, both by providing relevant news and information in a tailored format, and by creating opportunities to build lasting relationships.

GO MOBILE OR GO HOME

FINDINGS: Consumers are often engaging with brands on a mobile device first. Action: Is your online presence and channel content optimized for first engagement as well as ongoing communications? SMARTPHONES ARE A GROWING PORTION OF WEB TRAFFIC

14%

SMARTPHONES

WHAT WE START ON A SMARTPHONE (AND FINISH ELSEWHERE)

STARTED ON SMARTPHONE

TABLETS

65% SEARCHING FOR INFO

CONTINUED ON A PC

80%

60%

DESKTOP CONTINUED ON A TABLET

Ease and convenience has more consumers reaching for a mobile phone to discover information and news from your brand’s website, browse social activity and check emails. To convert these first-time visitors into subscribers and followers, tailor relevant owned content for phone browsers, inboxes and social platforms.

• 55% of Americans said they used a mobile device to access the Web in 2012. • In two years, forecasts suggest more people will access the Web via a mobile device than a desktop.

• According to Google, 77% of mobile searches take place at home or work; 73% of mobile searches triggered additional action & conversions. [Google Research]

GO MOBILE OR GO HOME

FINDINGS: News is often – and sometimes primarily – delivered via smartphones. Action: Your news distribution strategy should consider when and how people will read news on smartphones (e.g., single-column email newsletters, releasing business news in the morning, etc.). MOST USED DURING THE MORNING COMMUTE

PEAK USES OF DEVICES AT LUNCH

PEAK AFTER DINNER

DEVICES THAT TAKE OVER ON THE WEEKEND

RADIO

55%

43%

SMARTPHONE

43%

SMARTPHONE

63%

TELEVISIONS

43%

SMARTPHONE

LAPTOP

32%

LAPTOP

32%

42%

TABLETS

SOCIAL NETWORKING + SMARTPHONES

The smartphone is always at the ready for scanning headlines, browsing social media feeds, watching videos and checking email. Strategically schedule content delivery to increase engagement.

• 40% of cell phone owners use a social networking site on their phone. [Pew]

• 62% of smartphone owners said they consume news on their device weekly and 36% do so daily. [Pew]

• Social networking accounts for 46% of smartphone traffic. [Flash Networks]

PCs

30% 34%

TELEVISIONS

• Americans ages 18-44 use a smartphone to check into Facebook nearly 14 times a day. [IDC] • Nearly 60% of Twitter users access the platform via mobile. [Twitter]

GO MOBILE OR GO HOME

FINDINGS: Mobile-only is trending. Action: We have to move from a PC/full Web experience strategy to a mainly smartphone or smartphone-only strategy. For a large – and growing – number of consumers, smartphones are the primary screen for engaging with brands, getting news and social networking. Paid media, such as promoted content, news headlines and mobile ad buys, are opportunities for additional engagement. • 17% of adult cell phone owners do most of their browsing on their phone, rather than a desktop or other device. [Pew] • Americans spend more time on Facebook mobile than they do on the website. [Facebook] • 22% of Amazon traffic is mobileonly. [comScore]

SMARTPHONE USERS WHO PRIMARILY USE A MOBILE DEVICE TO GO ONLINE

OF TEENS (12-17)

OF YOUNG ADULTS (18-29)

51 42 %

OF AFRICAN AMERICANS

OF HISPANIC AMERICANS

OF LOW INCOME ADULTS OR THOSE WITH LESS THAN A COLLEGE EDUCATION

GO MOBILE OR GO HOME

SOURCES • Pew Internet: Mobile

http://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspx

• Forecast: More US Mobile Web Users Than PC By 2015

http://searchengineland.com/forecast-more-us-mobile-web-users-than-pc-by-2015-92516

• Mobile Search Moments Study

http://www.google.com/think/research-studies/creating-moments-that-matter.html

• The Future of Mobile News

http://cdn.economistgroup.com/leanback/wp-content/uploads/2012/09/TABLET-2012-REPORT-PEW-and-ECONOMIST.pdf

• Pew Internet: Social Networking (full detail)

http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx

• Social Networking Makes up Nearly Half of Smartphone Traffic

http://www.mobilemarketingmagazine.com/content/social-networking-makes-nearly-half-smartphone-traffic

• Always Connected: How Smartphones and Social Keep Us Engaged

http://www.nu.nl/files/IDC-Facebook%20Always%20Connected%20(1).pdf

• Audiences on Twitter

https://business.twitter.com/audiences-twitter

• Social Networking Makes up Nearly Half of Smartphone Traffic

http://www.mobilemarketingmagazine.com/content/social-networking-makes-nearly-half-smartphone-traffic

• comScore Introduces Mobile Metrix 2.0, Revealing that Social Media Brands Experience Heavy Engagement on Smartphones

http://www.comscore.com/Insights/Press_Releases/2012/5/Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior

• Pew Internet: Cell Internet Use 2012

http://www.pewinternet.org/Reports/2012/Cell-Internet-Use-2012/Key-Findings.aspx

• The Rise of the Mobile-Only User

http://blogs.hbr.org/cs/2013/05/the_rise_of_the_mobile-only_us.html

FOR MORE INFORMATION, PLEASE CONTACT: David Herrick

Chief Operating Officer 212.704.9727 | dherrick@mww.com

Mitzi Emrich

Chief Social Media Strategist 646.837.9418 | memrich@mww.com

MWW

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