An overview of the trends in mobile users with Altimeter Group Analyst, Chris Silva

1. Understanding The Changing
Mobile Audience
Chris Silva,
Industry Analyst
Altimeter Group
@802dotchris

2. Mobile has become the screen of
choice.
© 2012 Altimeter Group

3. Despite economic fallout, the world went mobile
• Smartphones have been relatively
recession-resistant, growing from 25%
penetration to 50% penetration overall in
the last two years in the U.S., according
to Nielsen.
• New devices inspire confidence in
spending behavior: 4/5 US smartphone
owners use their device in shopping (in
store or m-commerce)
© 2012 Altimeter Group

4. Mobile innovation is all but a certitude
The
 Rutberg & Co research innovations
(Jan 2012) found VCs we’re seeing
spent $6.3 billion or 42.4% are just a start.
of their budgets on mobile
investments in 2011 (up
from $4.5 billion or 30.4
percent in 2010)
 VC investments in mobile
marketing and advertising
companies was $592
million in 2011 (up from
$128 million)
© 2012 Altimeter Group

5. The Platform Winner Is Not Yet Crowned
July, 2012: 51.8%
of US devices are
Android, 34.3%
iOS
July 2012
© 2012 Altimeter Group

6. What’s Happening With Platforms?
• Mobile is here to stay, and investing in
content for it and support of it in the
enterprise is critical.
• Platforms are not a foregone conclusion
and will continue to fluctuate – choosing
only one is myopic.
• Investment in tools means a crowded
market of brand- and enterprise-side
tools, choose wisely.
© 2012 Altimeter Group

7. Tablets Are Quickly Gaining Ground
© 2012 Altimeter Group

8. The Gap In Tablets Narrows
© 2012 Altimeter Group

9. Who Are Tablet Users?
© 2012 Altimeter Group

10. What’s Happening With Tablets?
• Tablets are increasingly mainstream and
no longer represent a narrow user
demographic.
• Android is experiencing a resurgence
against iOS and developing for or only
supporting iOS is not a long-term
strategy.
© 2012 Altimeter Group

11. When Are They Interacting?
After-hours mobile and non-
mobile shopping are nearly
even. iPad rules the night,
as device users spend more
time onsite.
Source: Bazaarvoice, Inc., The Conversation Index #3, 2011
© 2012 Altimeter Group

12. Content Is Still King On Tablets
© 2012 Altimeter Group

13. But Content Types Are Still Immature
Most video is
short-form,
YouTube content
© 2012 Altimeter Group

14. What’s Happening With Tablets?
• Our usage of mobile media, especially on
tablets, is still taking shape.
• Today’s leading tools show promise of
what’s to come, but we’re still in the very
early days.
• Think ecosystem, how can the tablet
extend a campaign into the users hands?
How can it bring the office environment to
the user anywhere?
© 2012 Altimeter Group

15. THANK YOU
Chris Silva
csilva@altimetergroup.com
makemobilework.com
@802dotchris
Disclaimer: Although the information and data used in this report have been produced and processed from
sources believed to be reliable, no warranty expressed or implied is made regarding the completeness,
accuracy, adequacy or use of the information. The authors and contributors of the information and data
shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference
herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply
its endorsement, recommendation or favoring by the authors or contributors and shall not be used for
advertising or product endorsement purposes. The opinions expressed herein are subject to change without
notice.
© 2012 Altimeter Group

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Visit us at http://www.altimetergroup.com or contact
info@altimetergroup.com.
© 2012 Altimeter Group