10. Smartphone penetration as a % of
mobile users
0%
20%
40%
60%
80%
US UK Germany France Italy China Global
42%
51%
57%
61%
65%
74%74%
Source: eMarketer, May, 2015
42%
11. Smartphone penetration as a % of
mobile users
0%
20%
40%
60%
80%
US UK Germany France Italy China Global
42%
51%
57%
61%
65%
74%74%
Source: eMarketer, May, 2015
= 526 million
(29% of world!)
42%
12. Mobile = 1/3
StatCounter, Q4, 2014
(global web traffic)
Marin Software, Q4, 2014
(global search inquiries)
13. of tablet users
listen to music on
their tablets
Mobile gets
52%
of all
social media
site visits
––Merkle RKG, 2014
Mobile share of time spent on:
= 83%
= 70%
= 69%
= 60%
Source: Frank N. Magid Associates, Dec, 2014
15. 3 hours,
12 minutes
4 hours,
39 minutes
46%
of media time
TV
Total Digital
Desktop/
Laptop
(23%)
2 hours,
13 minutes
2 hours,
26 minutes
(25%)
Mobile
(34%)
Source: eMarketer, 2015
A look at media time spent in the UK:
16. 3 hours,
12 minutes
4 hours,
39 minutes
46%
of media time
TV
Total Digital
Desktop/
Laptop
(23%)
2 hours,
13 minutes
2 hours,
26 minutes
(25%)
Mobile
(34%)
Source: eMarketer, 2015
#2
A look at media time spent in the UK:
17. We see the same digital skew in the
US, where mobile = ~25%
4 hours,
33 minutes
5 hours,
46 minutes
46%
of media time
TV
Total Digital
Desktop/
Laptop
18%
of media time
2 hours,
12 minutes
37%
of media time
Source: eMarketer, 2015
18. We see the same digital skew in the
US, where mobile = ~25%
4 hours,
33 minutes
5 hours,
46 minutes
46%
of media time
TV
Total Digital
Desktop/
Laptop
18%
of media time
2 hours,
12 minutes
2 hours,
51 minutes
23%
of media time
Mobile
37%
of media time
Source: eMarketer, 2015
22. In the US, consumer attitudes towards
location-based marketing efforts:
• 51% “like” mobile ads with geo-relevant
information
––xAd and Telemetrics, 2014
• 45% have “high to medium-high interest” in
receiving personalized info based on their
immediate location
––451 Research, 2014
23. In the US, consumer attitudes towards
location-based marketing efforts:
• 51% “like” mobile ads with geo-relevant
information
––xAd and Telemetrics, 2014
Do you feel comfortable about a company
having location and time data about you?
Consumer Survey by IBM and Econsultancy (2015):
38%
(all companies)
72%
(favorite or trusted company)
26. Global mobile ad spend tops $100 B
Get ready for some major mobile
milestones in 2016:
Source: eMarketer, 2015
Mobile = 50% of global digital ad spend
Mobile overtakes desktop ad spending
Mobile ads will account for one out of
every six total media dollars
28. Mobile internet ad spending as a % of
total digital ad spending (2015)
United States
China
Worldwide
UK
Canada
Germany
Italy
France
0% 12.5% 25% 37.5% 50%
22%
27%
32%
34%
40%
40%
45%
49%
Source: eMarketer, March, 2015
30. 0.0%
17.5%
35.0%
52.5%
70.0%
Total Media Digital Mobile
61.1%
17.8%
5.9%
Growth rates for global media
Source: eMarketer, May, 2015
Canada
Germany
France
US
W. Europe
Italy
UK
66%
60%
60%
51%
60%
50%
45%
36. Worldwide, marketer use of mobile
location targeting is relatively low
11% - 18%
11% of marketers worldwide use
geo-targeting to deliver
location-based notifications
––Econsultancy and Adobe, Jan, 2015
Real-time location targeting improves campaign
performance
18% of marketers
worldwide use location-
based mobile tracking
––Salesforce Marketing Cloud,
Nov, 2014
42. The opportunity is not so much about the tiny screens, but
the massive insights that can be gleaned by linking the data
43. The opportunity is not so much about the tiny screens, but
the massive insights that can be gleaned by linking the data
“Location is the
cookie of the
mobile world.”
––Cathy Boyle
