1. Google Confidential and Proprietary
Hva må til for å komme
videre?
Mobile first, status mobiltilpasset innhold, konsumer –
trender og forventninger til tjenester.
Mats Olavson, Industry Manager, Media Solutions
matso@google.com

2. Google Confidential and Proprietary
Mobile First
01
Status i dag
02
Mobiltilpasset
innhold i Norge
03
Hva må til?
04
Mobile & Purchase
journey

3. Google Confidential and Proprietary

4. Google Confidential and Proprietary
01
Status i dag

5. Google Confidential and Proprietary
Source: Gartner
Source: Morgan Stanley Research, April 2010
Global bruk av internett på mobil vil gå forbi
bruk av internett på desktop i 2014

6. Google Confidential and ProprietarySource: ipsos, 2013
DK
59%
Smartphone
Penetration
SE
63%
Smartphone
Penetration
FI
46%
Smartphone
Penetration
NO
68%
Smartphone
Penetration

7. Google Confidential and Proprietary
Internettsesjoner fra mobil eller nettbrett mot desktop
64 %
36 %
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
jan..11 sep..11 jan..12 sep..12 jan..13 apr..13
Desktop Smarttelefon eller Nettbrett
• Source: TNS Gallup's InterBuss 2013: http://www.tns-gallup.no/arch/_img/9107350.pdf
• Google Connected Device Study

8. Google Confidential and Proprietary
600+
Millioner
klipp spilt på
YouTube mobil
hver dag
75%
av YouTube
brukerne på
mobil, primært
benytter kun
denne
plattformen
Source: Cisco, 2013. IAB, Mobile Phone Video Diaries 2012
47%
av YouTube
brukerne på
mobil, beskøker
ikke YT fra
desktop
YouTube er den største spilleren for video på mobil.

9. Google Confidential and Proprietary
02
Mobiltilpasset innhold i Norge

10. Google Confidential and Proprietary
I Norge ligger vi langt fremme…

11. Google Confidential and Proprietary
Men noen har skjønt det…
Call to action
Enkel navigering
Lokasjonsbasert
Store knapper
Tilgang til webutgave

12. Google Confidential and Proprietary
Men noen har skjønt det…
Call to action
Enkel navigering
Lokasjonsbasert
Store knapper
Tilgang til webutgave

13. Google Confidential and Proprietary
03
Hva må til?

14. Nå kundene
på alle flater

15. Tre måter å tilby en god brukeropplevelse på mobil
Separate sites - Different URL, Different HTML
• Mobile site independent of desktop site.
• Browser detects if visitor is on a mobile device and redirects them to
the mobile site.
• Mobile sites tailored to needs of mobile user.
Dynamic serving - Same URL, Different HTML
• Server detects device type and presents custom page on same URL.
• Pages designed for any kind of device.
• Some code maintenance on a per device basis.
Responsive Web Design - Same URL, Same HTML
• Optimises experiences across different screen sizes without
creating multiple websites.
• Responds to screen size and orientation to adjust images,
layout and content visibility.
• Uses touch-screen acts e.g. dragging, swiping.
• Easier for people to share links that work well.

16. Google Confidential and Proprietary
For informasjon om hvordan få websiten din til å
fungere på alle plattformer: www.howtogomo.com
I tillegg, sjekk ut: thinkwithgoogle.com/mobileplanet/no

17. Google Confidential and Proprietary
04
Mobile & Purchase journey

18. Google Confidential and Proprietary 1818
Google MPJ Region NACE

19. Google Confidential and Proprietary 1919
Google MPJ Region NACE
We surveyed smartphoners and non-smartphoners
Q1: Age
Base: Local population 18+
years
Smartphone users Non-smartphone users
%
years
Education
%
Middle/low
High
Middle/low
High
Who did we talk to?

20. Google Confidential and Proprietary 2020
Google MPJ Region NACE
How many are smartphoners?
Q12: Do you currently use a smartphone? Base: Local population 18+
Q32: Which operating system do you have on your smartphones?
Q26: What is the brand of your smartphones?
Base: Local smartphone users 18+
Operating system
use a smartphone
and use on average
Brand
internet enabled
devices
Who are the smartphoners?
3

21. Google Confidential and Proprietary 2121
Google MPJ Region NACE
What about new smartphone owners?
Q25N: For how long have you been using smartphones? Base: Local smartphone users 18+
Q32: Which operating system do you have on your smartphones?
Q26: What is the brand of your smartphones?
Base: Local smartphone users 18+ who are newbies
Newbies: Operating system
Newbies: Brand
Who are the smartphoners?

22. Google Confidential and Proprietary 2222
Google MPJ Region NACE
When and where do smartphoners use their device to research for
or purchase products?
Q26: When do you usually shop or search for shopping information on your smartphone?
Base: Purchasers in the last 12 months who use a smartphone
Home
In a store
Public
transport
On the go
Source: OMP, IPSOS, Q1/2013
%
Do they use their smartphone while shopping?

23. Google Confidential and Proprietary 2323
Google MPJ Region NACE
How many smartphone researchers used search engines on their
device?
Q17: Did you use search engines on your smartphone?
Base: Product purchasers in the last 12 months who use a smartphone and who performed mobile search at least
for one product for their last purchase
How do they shop for ...

24. Google Confidential and Proprietary 2424
Google MPJ Region NACE
What are the most influential sources of information on a
smartphone?
Ranking of mobile touch points
1 2 3 4 5 6 7
Q13-Q15: Which sources of information did you seek out to help you with [book/buy product]? Base: Product purchasers in the last 12 months
How do they shop for ...

25. Google Confidential and Proprietary 2525
Google MPJ Region NACE
Do smartphoners do multiscreening when researching for product
information?
Q23: Did you use more than one device to research? Q24: Did you watch TV and look simultaneously on another device for product information?
Base: Purchasers in the last 12 months who use a smartphone
Multi-device research
(parallel or sequential)
Multi-device research
Parallel to TV
How do they shop for ...

26. Google Confidential and Proprietary 2626
Google MPJ Region NACE
Following a smartphone research, where is the purchase done?
Q13-Q15: Which sources of information did you seek out to help you with [book/buy product]?
Q22: When you last [book/buy product], where did you actually purchase, book or order it?
Base: Product purchasers in the last 12 months who use a smartphone
Purchased on
a smartphone
Searched on
a smartphone
Purchased on a
desktop/tablet
Purchased
offline
How do they shop for ...

27. Google Confidential and Proprietary 2727
Google MPJ Region NACE
They have a smartphone. Why don't they use it to research a
product?
Q25: Why didn’t you use your smartphone to get informed before you purchased the products shown below?
Base: Product purchasers in the last 12 months who use a smartphone
Not
convenient
Screen size too
small
No internet usage on
my smartphone
Prefer another
device
How do they shop for ...

28. Google Confidential and Proprietary
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