Nigel Clarkson, Commercial Director, Weve
The trade press seems alive just now with stories of the inexorable rise of ‘mobile’. There is unmistakeable excitement around this small device which is capable of doing so many things. The ability of mobile to drive search, social, video, SMS, display, apps, and of course the future of areas like beacons and a whole new sector of location marketing means exciting times all round.
Over the last few years, in media terms, the migration of services and time now allocated to a mobile has been an utterly seismic shift, far more pronounced than the years it took for online to grow in its early stages. Inevitably the terms ‘online’ and ‘mobile’ will become more blurred because the simple fact is that when people are ‘online’ now, it is more likely to be on a mobile device anyway.
Just this week we have seen two stories that highlight this huge shift in consumer behaviour. The first is news from ComScore that the majority of digital media consumption now takes place in mobile apps. 52% of ‘digital time’ is now spent in mobile apps, and when you then throw time spent on the mobile web this figure goes up to 60%. It should come as no surprise that within this figure, most time is spent on social media, entertainment, games and news/information. In other words people are going where content is most engaging, entertaining or useful. Combine this with the functions available on the mobile like touch, gyroscope, sound activation and it feels like mobile should be a marketers dream, so the outlook is surely a positive one.
Frederic Joseph, CEO, Performics EMEA
The Internet of Everything – global connectivity of digital devices and all things electronic – is set to offer consumers a mobile world of personalisation and convenience that transcends smartphones and handsets. This is the key prediction from our ZenithOptimedia and Performics study, called The Mobile of Everything: What does a Hyper-Connected World Mean for the Smartphone?
We believe that the new era of the internet will be profoundly mobile. However, we predict that the term mobile will shift from referring specifically to handheld devices, to focus on the behaviour of people, the multitude of devices they have access to and to the myriad of connection points integrated into the world around them.
We believe that Internet of Everything, could be better termed as the Mobile of Everything, as our focus will shift to the consumer who will be able to connect online wherever they are through objects and electronic hardware around us and through devices that are wearable, attached to our clothing and even embedded under our skin.
As we approach the era of the Mobile of Everything, we believe that the smartphone will reach the peak of its global adoption. We’ve identified five key developments that will drive the growth of the smartphone in the coming years, as we get ever closer to hyper-connectivity. Continue reading
James Temple, ECD, MD R/GA London
Wearable devices are poised to impact the market nearly as drastically as personal computers did in the 1980s and smartphones did in the early 2000s.
Smartphones have shifted the dashboards of our lives, with the average person checking his or her phone 150 times a day. Wrist-worn devices promise to provide a much easier way to access the wealth of information stored on our phones. Thus far, fitness tracking bands have led the movement toward the wrist, but smartwatches promise to lead the wearable revolution, taking the functionality of a smartphone and making it “glanceable” on a user’s wrist.
With a smartwatch, users can check messages and alerts, take photos, make payments, and monitor their health. The allure of bringing notifications off a phone and onto a wrist is clear for consumers: the ability to stay connected without disconnecting from the real world. The same can be said for manufacturers: nearly every major technology company is working on, or rumored to be working on, a smartwatch, including Apple, Google, Microsoft, and LG.
Joy Dean, head of partnerships, Widespace
It’s a fact of modern life that mobile has become increasing pervasive, a staple part of everything we do. In our daily lives, wherever we go, our mobile goes too, and with it, access to the web. According to a recent report conducted by Ofcom, smartphone usage has risen from 39% in 2011, to 51% in 2012 and 61% in 2013. One of the benefits of this always-on, always-present trend is that it creates a whole new world of connectivity for marketing.
Mobile devices offer a unique opportunity for brands to not only build simple awareness, but also to cement audience loyalty. As anyone who has observed their fellow travellers on a train or bus recently will tell you, mobile phones are never far from reach, which means we are constantly consuming content. This simplified access to content has changed the way brands engage with audiences in a way that was simply not possible before. Continue reading