Thinking Mobile First

In 2014, more users will access the web on mobile devices (smartphones + tablets) than with 'desktop' machines — we need to start considering mobile users not as A channel, but THE key channel in building a successful web campaign.

Transcript

1. Thinking Mobile First
2. What does ‘mobile’ mean?
5. Global smartphone marketshare Q4 2012 0% 20% 40% 60% 80% iPhone 5 iPhone 4s Samsung Galaxy S3 Other
6. Global smartphone marketshare Q4 2012 0% 20% 40% 60% 80% iPhone 5 iPhone 4s Samsung Galaxy S3 Other
8. Why do we care?
9. Your site doesn’t sit on a desk anymore
10. Top 10 screen-sizes (90% of all browsers)
11. No one screen size has more than 20% of the market share
12. More people use Twi er on mobile than on the web
13. Facebook MAUs 71% mobile
14. Recent iris campaigns 30-45%
15. Mobile web use likely to surpass desktop use by 2014
16. It’s not just websites
17. Over 37% of e-mails are opened on iOS devices
18. Over 46% including Android
19. More than Outlook.com/Live, Yahoo & Gmail combined
20. More than Outlook desktop & Apple Mail combined
21. Mobile users are more engaged
22. Auto campaign conversion % web vs mobile
23. Popular tea brand campaign visit duration ‘Desktop’ Smartphone Tablet 0 25 50 75 100 125 150 175 200 225
24. Mobile Desktop Webmail 0% 13% 25% 38% 50% E-mail open rates by device
25. 61% of people have a be er opinion of brands when they offer a good mobile experience
26. 61% of people have a worse opinion of brands when they offer a poor mobile experience
27. 90% of people move between devices to accomplish a goal
28. Four common approaches to multi-device adaptation
29. 1 Miniaturisation
31. 2 We have an app!
33. IDontWantYourFuckingApp.tumblr.com
34. 3 Separation
39. 4 Responsive
41. What does ‘Responsive’ mean?
42. DESIGN LOGIC RESPONDS TO SCREEN SIZE
43. Typically starting with desktop...
47. It’s not as simple as just making things smaller
49. Mobile first
53. Back to thinking...
54. This talk is not about a technique
55. Nor is it simply an approach to web development
56. It’s not about including mobile as costly extra
57. It’s a new way of thinking
58. For everyone
59. Mobile is not just ‘a small desktop’
62. Thanks
63. References Slides 5-6 Strategy Analytics Handset Country Share Tracker, via International Business Times (Feb 2013) - h p://goo.gl/LN3iH Slides 10-11 Mobify Global Screen Size Diversity (Dec 2012) - h p://goo.gl/evT2v Slide 12 Strategy Analytics (Apr 2013) - h p://goo.gl/ElUyL Slide 13 2Q: Facebook reaches 1.15B Monthly Active Users (July 2014) - h p://goo.gl/B4ZMjy Slide 15 ComScore: Mobile will force desktop into its twilight in 2014 (Jun 2012) - h p://goo.gl/ zfKsJ Slides 17-20 Email Client Market Share (Sept 2013) - h p://goo.gl/Q4bYiU Slide 24 48% of E-mails are Opened on Mobile (Oct 2013) - h p://goo.gl/p7gscU Slide 25 Latitude, Next Gen Retail Study (Dec 2012) - h p://goo.gl/2Tm7J Slide 27 Google, The new multiscreen world (Aug 2012) - h p://goo.gl/vbrEu