Are You Mobile Ready? Diana Kahui Director, Digital Strategy February 2013
MOBILE TRENDS 3
Australian media spend and media consumption habits are changing Channel 2011 $m 2012 $m +/- YOY Cinema 12.8 16.3 27% Digital 245.4 306 25% Magazines 130.6 113.6-10% Newspapers 404.4 354.4-12% Outdoor 203.7 203.2 0% Radio 159.3 169.3 6% Television 1,048.3 1045.3 0% Other 7.3 11.3 55% TOTAL 2,211.6 2,220.8 0.4% Source: Mediacom 2012 Jan Mar Market Report
Australian Digital Advertising Trends By 2015 Australian online ad spend will overtake both newspaper and FTA TV Australian online ad spend generated doubledigit growth through every quarter of 2012 Australian s spend approx. 7.5 hours per month on Facebook and near 40% of Aussie babyboomers have a Facebook profile By the end of 2013 65% of Australian s will own a smartphone Source: SMK Social Meida Insights Report Summer 2013
Mobile Devices are becoming mainstream Source: Phocuswright: Mobile Hits the Mainstream: Technology and Industry Trends 2012
Smartphone Market Maturity Source: Phocuswright: Mobile Hits the Mainstream: Technology and Industry Trends 2012
Next Wave of Smartphone Growth Smartphone shipments will increase this year to 908 million Emerging markets will see the next wave of adoption China is primed to lead smartphone growth Source: Business Insider March 2013
Mobile Usage Trends Source: Digital Buzz 2011: Mobile Statistics, Stats & Facts 2011
Mobile Usage Trends Source: Digital Buzz 2011: Mobile Statistics, Stats & Facts 2011 10
Mobile Usage Trends Source: Digital Buzz 2011: Mobile Statistics, Stats & Facts 2011 11
Mobile Usage Trends Source: Digital Buzz 2011: Mobile Statistics, Stats & Facts 2011
Mobile Travel US Trends in Online Bookings Source: Business Insider March 2013
TIPS FOR DEVELOPING YOUR MOBILE STRATEGY 14
Which mobile devices are our customers using? Source: DNSW Google Analytics Feb 2011 2013
Which mobile devices are our customers using? www.google.com/analytics 16
Understand the opportunities of apps and m-sites Native mobile applications Uses features such as address book, camera and touch capabilities more smoothly Platform specific versions of the native app have to be built and tested in different operating platforms Can still operate without an internet connection Mobile Web Solutions Don t require users to download fixes or updates Will have to test for multiple web browsers but you won t have to develop for different operating systems May encounter time lags between web sessions Building an app should not be done without thought to promoting the app Opportunity to use responsive web design to make your website and your m-site fluid Source: Mobile First Luke Wroblewski
Key DNSW learnings on apps and m-sites
Tools to easily create mobile versions of your website www.dudamobile.com 19
Designing for smaller screens and attention spans 80% of screen space is missing Focus on experience rather than navigation Increase performance wherever possible Adopt design rule of one finger one thumb Align mobile solutions with shorter, burst-like behaviour with quick up-to-date and relevant updates
Use existing distribution networks Gumtree WhereIs Truelocal ATDW Your listings should be: Geo-coded Full descriptions Image galleries Video Social links Tripadvisor Visitnsw.com & Sydney.com
Key Points for Becoming Mobile Ready Mobile devices are becoming more vital for tourism with people on the move and away from home Optimse your websites for smartphones with smaller display screens and users more distracted Use the growing number of tools and applications available for businesses who looking to go mobile.
Useful Reference Material http://www.atdw.com.au/tourismekit.aspx Tutorial 17 Mobile Technology for Tourism Tutorial 17a Website, Mobile Site or Mobile Application Phocuswright Mobile Hits the Mainstream Technology and Industry Trends 2012 Mobile First Luke Wroblewski Content Strategy for Mobile Karen McGrane Responsive Web Design Ethan Marcotte Mobile Usability Jakob Nielsen