THE WORLD HAS GONE MULTI-SCREEN
How the mobile internet changes our lives
1. 2. 3. 4. 5. 6.
BEHIND THE NUMBERS WHAT YOU'RE LOOKING FOR AND WHY IT MATTERS
WHY CONDUCT THIS RESEARCH NOW?
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We all feel that multi-device usage is growing in our personal environment and is changing our lives. To better understand these changes, Google commissioned three global studies: “The Connected Consumer Study”, “Our Mobile Planet” and „Mobile Purchase Journey“.
WHAT IS THE MAJOR LEARNING TO TAKE FROM THIS?
WHY SHOULD BUSINESSES CARE ABOUT THIS RESEARCH?
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Nearly two thirds of Brits use a smartphone and nearly a third use a tablet. As consumers access the web from everywhere, businesses should reach them in new ways.
WHAT WAS MOST SURPRISING ABOUT THE RESEARCH RESULTS? • • •
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Businesses need to make their sites work on all devices. They are likely to lose business if they don’t. Advertisers need to serve ads across screens and learn to reach consumers in relation to the context they are in (based on device, time and location).
WHAT SHOULD MARKETERS DO NEXT?
Brits on average use 3 connected devices. Smartphone penetration doubled in the last two years and tablet penetration tripled in the last year. 74% of smartphone users go online with their phone every day, 80% never leave the home without it and 54% search on their phone every day.
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61% use their smartphone for product research or purchases. Mobile research influences purchases made on mobile and elsewhere. E.g. after researching travel products on smartphones, 12% purchased on mobile while 88% purchased on desktop, tablets or offline.
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Visit www.google.com/think/multiscreen for best practices in making your website work across multiple devices. Use AdWords enhanced campaigns to reach consumers at the moments that matter across devices with more relevant ads: more info on www.google.co.uk/adwords/enhancedcampaigns.
MULTI-SCREEN IS THE NEW NORMAL
3 CONNECTED DEVICES ARE USED BY THE AVERAGE BRIT
LAPTOP/NETBOOK USE 80%
79%
SMARTPHONE USE
TABLET USE
79% 51%
62%
30%
30% 4%
2011 Q1
2012 Q1
2013 Q1
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2011 Q1
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2012 Q1
2013 Q1
2011 Q1
Source: Google/TNS Connected Consumer Study 2011, 2012 and 2013. Base total population Question: Which , if any, of the following devices do you currently use?
11% 2012 Q1
2013 Q1
THE GLOBAL AVERAGE IS NEARLY TWO CONNECTED DEVICES PER PERSON NUMBER OF INTERNET ENABLED DEVICES 4 3.3 3.3 3.3 3
3.1 3.1
3.0
2.9 2.9 2.9
2.8 2.8 2.8 2.8 2.8
2.7 2.6 2.6
2.5 2.5 2.5 2.5 2.5 2.3 2.3 2.2 2.2 2.2
2
2.1 2.1
2.0 2.0 1.9 1.9 1.9
1.8 1.7 1.7 1.7 1.7 1.7
Global average = 1.9 devices 1.6 1.4
1.3 1.3 1.1 1.1 1.0 1.0 0.9 0.9
1
0.8 0.8
0.7 0.7 0.3 0.3
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Source: Google / TNS Connected Consumer Study 2013. Base: total population Question: Which , if any, of the following devices do you currently use?
A MAJORITY WILL SOON OWN SMARTPHONES % SMARTPHONE PENETRATION 75
74 73 72 68 65
63 63 62 59 57 57 56 56
55 54 54 52 51 48 47 46 45
50
44 44 42 42 42 41 40 40 39 39 38 37
36 35 35 35 34 34 34
Global average = 41% 33 32 31 31 30
25
28 28
26 25
23 20 18 14 14 13
0
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Source: Google / TNS Connected Consumer Study 2013. Base: total population Question: Which , if any, of the following devices do you currently use? Smartphone usage (in %)
AND TABLETS ARE RAPIDLY CATCHING UP
% TABLET PENETRATION
50 41 40 35 34 33 30 30 30 30 25
28 28
27 27
25 22 21
19 19 18 17 17
15 15 15 15 14 14 14 14 13 12
11 11 10 9 9 9
Global average = 15% 9
9
9
9
8 8
8
7
0
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Source: Google / TNS Connected Consumer Study 2013. Base: total population Question: Which , if any, of the following devices do you currently use? Tablet compuuter (in %)
6
4
3 3
3
3
2
2 1
1 0
SMARTPHONES HAVE CHANGED BEHAVIOUR
80
%
OF SMARTPHONE USERS DON'T LEAVE HOME WITHOUT THEIR DEVICE
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74
55
%
GO ONLINE WITH THEIR SMARTPHONE EVERY DAY
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%
SEARCH ON THEIR SMARTPHONE EVERY DAY
Source: Google / Ipsos Our Mobile planet 2013. Base: smartphone users. Question: Do you agree with this statement? Question: How frequently do you use the internet on your smartphone? Question: How often do you do searches on your smartphone?
THIS MEANS MOBILE-FRIENDLY SITES ARE ESSENTIAL
% 66 OF SMARTPHONE USERS EXPECT SITES TO WORK AS WELL ON THEIR MOBILE AS ON THEIR DESKTOP
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Source: Google / Ipsos Our Mobile planet 2013. Base: smartphone users. Question: To what extent do you agree to this statement? - Top-2-Boxes
SMARTPHONE OWNERS USE MORE THAN ONE SCREEN SIMULTANEOUSLY AT THE SAME TIME WHEN I USE MY SMARTPHONE I ALSO... Watch television programs (online or offline)
55% Read a book
Listen to music of any type
11%
39% Doing any of these activities (net)
73%
Read the newspaper or a magazine
Use the internet on another Internet enabled device
28%
17%
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Play video games
Watch movies (online or offline)
13%
25%
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Source: Google/Ipsos Our Mobile planet 2013. Base smartphone users. Question: When you use the internet on your smartphone, which if any of the following - do you use at the same time?
SMARTPHONES EMPOWER CONSUMERS TO DO MORE…
83
82
79
BROWSED THE INTERNET
TOOK A PHOTO OR VIDEO
EMAILED (SENT OR READ)
%
%
69
%
LOOKED UP DIRECTIONS OR USED A MAP
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77
67
%
ACCESSED A SOCIAL NETWORK
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72
%
%
USED A SEARCH ENGINE
64
%
PLAYED GAMES
USED AN APPLICATION (APP)
62
%
LISTENED TO MUSIC
Source: Google/Ipsos Our Mobile planet 2013. Base smartphone users. Question: Which of the following activities have you ever done using your smartphone?
%
… INCLUDING RESEARCHING AND PURCHASING PRODUCTS
61
%
OF SMARTPHONE OWNERS USE THEIR SMARTPHONES TO RESEARCH OR PURCHASE
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Source: Google / TNS Mobile Purchase Journey Study 2013. Base: Purchasers in the last 12 months who use a smartphone. Question: When do you usually shop or search for shopping information on your smartphone? Number consists of those who have declared to use their smartphone for this purpose at some time of the day.
Do they use their smartphone while shopping?
SMARTPHONE OWNERS RESEARCH PRODUCTS EVERYWHERE
AT HOME
ON THE GO
52%
25%
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IN A STORE
PUBLIC TRANSPORT
18%
19%
Source: Google / Ipsos our mobile planet study 2013. Base: private smartphone user, Who use the internet? Question: Where were you when you ever researched?
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MOBILE SHOPPING RESEARCH DIFFERS THROUGHOUT THE DAY 25%
20%
15%
10%
5%
0% IN BED MORNING
MORNING
MORNING COMMUTE
LATE MORNING
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LUNCH
EARLY AFTERNOO N
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LATE AFTERNOO N
EARLY EVENING
EVENING COMMUTE
DINNER
Source: Google / TNS Mobile Purchase Journey Study 2013. Base: Purchasers in the last 12 months who use a smartphone Question: When do you usually shop or search for shopping information on your smartphone?
EVENING
IN BED EVENING
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How do they shop for ...
OVERALL ONLINE RESEARCH IS DIFFERENT ACROSS DIFFERENT VERTICALS 2% 24% 6% 6% 14 %
6%
12% 9% 67 % 37%
93%
55%
TRAVEL
LOCAL & ENTERTAIN
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50% 27%
70% TECHNOLOGY
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42%
SMARTPHONE ONLY SMARTHPONE & DESKTOP/TABLET DESKTOP/TABLET ONLY
RETAIL
Source: Google / TNS Mobile Purchase Journey Study 2013. Base: Purchasers in the last 12 months who use a smartphone Question: Which touchpoints are used in the research phase?
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How do they shop for ...
FOLLOWING SMARTPHONE RESEARCH, THE PURCHASE IS MAINLY DONE ON OTHER DEVICES SEARCHED ON A SMARTPHONE
TRAVEL
LOCAL & ENTERTAIN
TECHNOLOGY
RETAIL
26%
19%
20%
15%
12%
16%
7%
20%
88%
84%
93%
80%
OF WHICH:
PURCHASED ON A SMARTPHONE
PURCHASED ON DESKTOP/ TABLET OR OFFLINE THEWORLDHASGONEMULTI-SCREEN
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Source: Google / TNS Mobile Purchase Journey Study 2013. Base: Purchasers in the last 12 months who use a smartphone Question: Which sources of information did you seek out to help you with [book/buy product]? Question: When you last [book/buy product], where did you actually purchase, book or order it?
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SUMMARY OF KEY TAKEAWAYS MULTI-SCREEN IS HERE, NOW
OPTIMISE SITES ACROSS SCREENS
• Smartphone use in the UK doubled in two years, tablet use tripled in a year with smartphones at 62%, tablets at 30% and desktops & laptops at 79%.
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SMARTPHONES ARE USED TO RESEARCH AND PURCHASE
CONTEXT IS KEY
• 61% use their smartphone to research and purchase. • And mobile research influences purchases also on other devices. E.g. after researching travel products on smartphones, 12% purchase on their mobile and 88% purchase on desktop, tablet or offline.
PEOPLE EXPECT SITES TO WORK ON ANY DEVICE •
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Context such as location, time of day and device provide advertisers opportunities to reach potential customers with more relevant messages.
BOOK ADS ACROSS SCREENS •
Two thirds of smartphone users expect sites to work as well on their mobile as on their desktop.
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Rising multi-screen behavior means that a good user experience across devices is a must have. Visit www.google. com/think/multiscreen for best practices.
Google AdWords enhanced campaigns helps advertisers to reach customers easily across screens. Visit www.google.co.uk/adwords/enhancedcampaigns to learn more about enhanced campaigns.
SUMMARY OF RESEARCH METHOD CONNECTED CONSUMER STUDY: BACKGROUND: TO BETTER UNDERSTAND HOW PEOPLE USE DIFFERENT DEVICES TO ACCESS THE INTERNET PERIOD: : Q1 2013 NUMBER OF COUNTRIES: 56 SAMPLE SIZE: MINIMUM 1000 PER COUNTRY BASE: REPRESENTATIVE OF TOTAL COUNTRY POPULATION (ADULTS) RESEARCH PARTNER: TNS WWW.CONSUMERBAROMETER.COM
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OUR MOBILE PLANET:
MOBILE PURCHASE JOURNEY:
BACKGROUND: TO DEEP DIVE INTO THE BEHAVIOUR OF SMARTPHONE OWNERS PERIOD: Q1 2013 NUMBER OF COUNTRIES: 47 SAMPLE SIZE: MINIMUM 1000 PER COUNTRY BASE: REPRESENTATIVE OF SMARTPHONE OWNERS (ADULTS) RESEARCH PARTNER: ISPOS
BACKGROUND: TO BETTER UNDERSTAND WHERE PEOPLE USE SMARTPHONES IN THE RESEARCH AND PURCHASE PROCESS FOR NEW PRODUCTS PERIOD: Q2 2013 NUMBER OF COUNTRIES: 37 SAMPLE SIZE: MINIMUM 2000 PER COUNTRY BASE: REPRESENTATIVE OF SMARTPHONE USERS (ADULTS) RESEARCH PARTNER: TNS
WWW.THINKWITHGOOGLE.COM/MO BILEPLANET
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