Getting to Know the Mobile Consumer & Marketing with Location-Based Services

An overview of the drivers, trends and behaviors of the mobile consumer and a primer on mobile location-based marketing opportunities.

Transcript

1. by Adam Helweh of Secret Sushi Creative Inc. Getting to Know the Mobile Consumer & Marketing with Location-Based Services
2. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Founder and CEO of Secret Sushi Creative, a strategic design, digital and social media marketing agency. Enough with the introduction. You’re here for the presentation! Let’s get started Hi! I’m Adam Helweh
3. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Not Mobile Laptops Desktops Mobile Devices Smart Phones Tablets Let’s first agree ... The term “Mobile Device" refers to smartphones, tablets and some times E-readers. Although technically “mobile”, laptops are considered mobile computers.
4. www.secretsushi.com | Adam@secretsushi.com | @secretsushi 0 500 1,000 1,500 2,000 2007 2008 2009 2010 2011 2012 2013 2014 2015 Internet Users *Source: IDC (idc.com) September 2011 Desktop Internet Users Mobile Internet Users Mobile internet usage is expected to surpass desktop internet usage by 2015.*
5. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Let’s focus on smartphones for the rest of the presentation
6. Device & Data $$$ Cheaper smartphones and more affordable data plans have contributed to an ... 89% increase in mobile data usage from 2011 – 2012
7. www.secretsushi.com | Adam@secretsushi.com | @secretsushi $145 million smartphones sold in Q1 2012 491 million smartphones sold worldwide in 2011 Smartphone Sales
8. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Who is the Mobile Customer?
9. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Gender: Smartphone population is ... 50.9% Females 49.1% Males Source: Pateerson, Sean, “Nielsen Takes a Look at Smartphone Demographics,” May 7, 2012 http://www.webpronews.com/nielsen-takes-a-look-at- smartphone-demographics-2012-05
10. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Age: Heaviest overall audience concentration is ... ... between the ages of 25-44 Source: Pateerson, Sean, “Nielsen Takes a Look at Smartphone Demographics,” May 7, 2012 http://www.webpronews.com/nielsen-takes-a-look-at- smartphone-demographics-2012-05
11. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Income: 50% of smartphone users reside in households with ... ... income of $75,000 + Source: Radwanick, Sarah, Comscore Press Release, June 8, 2012. http://www.comscore.com/Press_Events/Press_Releases 2012/6/ Majority_of_Tablet_Users_Watch_Video_on_their_Device
12. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Ethnicity: Minorities are far more likely than white Americans to use smartphones. Source: Radwanick, Sarah, Comscore Press Release, June 8, 2012. http://www.comscore.com/Press_Events/Press_Releases 2012/6/ Majority_of_Tablet_Users_Watch_Video_on_their_Device 0% 25% 50% 75% 100% 45% 54% 57% 67%of Asian Americans of White Americans of Hispanic Americans of African Americans
13. Let’s talk about Location-Based Services
14. What is a location-based service? Location-based services (LBS for short) are a set of application services and data that provide location based, geographic and often real-time context to a computer application. Most commonly used on mobile devices, these services might help you identify a location, find a friend, track an experience or become notified of a nearby offer.
15. Enablers of Location-Based Services: ๏ On-board GPS ๏ Small Form Factor ๏ Persistent Connectivity
16. www.secretsushi.com | Adam@secretsushi.com | @secretsushi 0% 20% 40% 60% 80% 100% of smartphone owners use their phone to get real-time location based information. of smartphone owners then called that business. 74% 61% 59% of smartphone owners then then visited that business. ? 555-1234 $23.95 Source: Pew Research , Three-quarters of smartphone owners use location-based services, May 11, 2012. http://pewinternet.org/Reports/2012/Location-based-services.aspx Location-Based Behavior:
17. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Real-Time Location-Based Information Sources: Business Directories Search Engines Mapping Services Social Networks
18. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Source: Pew Research , Three-quarters of smartphone owners use location-based services, May 11, 2012. http://pewinternet.org/Reports/2012/Location-based-services.aspx Location-Based Behavior: 18% use a social location-based service to “check in” to certain locations or share their location with friends. You Are Here
19. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Popular location-based uses and applications: Loyalty & Incentive Programs
20. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Popular location-based uses and applications: Search & Discovery
21. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Popular location-based uses and applications: Location-Based Offers/Deals
22. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Popular location-based uses and applications: Location-Based Mobile Photo Apps
23. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Popular location-based uses and applications: Assisted Social Serendipity
24. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Popular location-based uses and applications: Location Targeted Listening & Monitoring
25. Here are some Examples
26. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Visit shopkick.com for a tour of the in-store app experience.
27. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Synch your eligible American Express Card securely to Foursquare. https://sync.americanexpress.com/ Video: http://youtu.be/gPsm2PTbV_c
28. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Then get access to special offers when you check-in to business and use your American Express card to pay.
29. www.secretsushi.com | Adam@secretsushi.com | @secretsushi American Express has created the most engaged presence of any financial company on Foursquare.
30. www.secretsushi.com | Adam@secretsushi.com | @secretsushi American Express has created the most engaged presence of any financial company on Foursquare.
31. www.secretsushi.com | Adam@secretsushi.com | @secretsushi Questions? Want to talk? adam@secretsushi.com (408) 786-9556 www.linkedin.com/in/adamhelweh @Secretsushi