users will live in emerging markets (within four years, China is expected to be home to 800 million people using the internet; that is more than the United States, India, France, Germany and the UK taken together) • About 80% of all internet users will access the web from a mobile device Boston ConsulQng
read papers much or at all unless online • Falling TV figures • Moving towards streaming to avoid ads, control Qming and content • Demand instant responses • Demand content control • ‘Why should I go through 48 pages of what somebody thinks I should read to find the things I want. On the Net I can find it immediately’ • ‘I don’t read newspapers. I might look at the headlines on my phone but if anything interesAng happens somebody will Tweet it or post it on Facebook’
Tablet and mobile apps • TV-‐ Smart TV’s and using the mobile and Tablet market for direct response adverQsing • Outdoor and PoS-‐ Direct interacQon at PoS and with outdoor sites
• Either commit or keep away • Realise that you have to do it one day • Keep it in house or get somebody from your organisaQon to work in your agency • 24 response
adults on their mobile habits and device preferences, to help marketers be`er understand consumer behavior. • We pulled out 7 intriguing stats on consumer mulQtasking pa`erns. • 38% of respondents say browsing the web enhances their TV viewing experience • 70% of respondents mulQtask at least once a week; 49% do so daily.15% are on their phones for programs’ enQre duraQons. • The top 5 programming genres a`racQng mulQtaskers are reality, news, comedy, sports and food. • 94% of reported mulQtaskers engage in some form of mobile communicaQon while watching TV, such as exchanging email, sending IMs, texQng, talking or social networking. • 60% browse the mobile web, of which 44% search for unrelated content and 38% search for related content. • Mobile traffic spikes during halmime shows of sporQng events; Yahoo Sports saw a 305% increase during the last Super Bowl halmime show.