Here are all of the posts tagged ‘mobile’.
Last month, I joined the wonderful PromaxBDA team in Singapore to present a session on ‘The Multi-screen Opportunity’.
My presentation brought together some of the key principles from areas like ‘second screening‘ and social TV, but the concepts we explored are applicable to content in all media channels, not just TV.
You can read the full presentation in the SlideShare embed above, but here are the key themes to get you started:
Fuel social conversations to drive mass awareness
The first opportunity for content producers and marketers is to inspire conversations that will help to spread the word about their brand.
Whilst the surest way of driving conversation is to ensure your content is – literally – ‘remarkable’, activities like teasing content in advance to key influencers, and working with them to engage their audiences around it, can help to build initial momentum.
Alternatively, something as simple as adding relevant hashtags to content can make it easier for people to find others who are discussing it too. This has even proven to improve the performance of TV commercials.
As with all activities in social though (and marketing in general), the trick is to start with people’s behaviour and motivations first: why would people choose to talk about the content? What’s in it for them?
Deepen engagement with ‘bonus’ social content
Once you’ve got the conversation going, you’ll want to keep it going too.
Creating, publishing and promoting additional, socially optimised content is a great way to fuel discussions.
What’s more, stand-out images, animated GIFs, and short videos can all help to make those conversations more visible.
Managed carefully, the sharing of such ‘bonus’ content can help inspire UGC as well, whether it’s in the form of memes around key images, or something a bit more epic like the Star Wars audience recreations.
Plan and prepare for likely scenarios in advance
Live events are often the apex of social conversation, and brands like Oreo and Samsung have already demonstrated the benefits of getting those occasions right with their ‘Dunk in the Dark’ and Oscars selfie tweets.
However, live events shouldn’t just be about one-off, opportunistic posts; the best brands invest significant time and resource preparing for potential scenarios and outcomes of such events in advance, creating a wealth of content that will allow them to deliver the greatest impact at the crucial moment.
Our work with adidas during the 2014 World Cup is proof that such preparation can pay dividends.
Ensure social content is platform and device neutral
As we saw above, people share for their own reasons, and for their own benefit – not just because a brand asks or tells them to.
Because of this, people will invariably use the channels they’re most comfortable with to interact with each other and share things.
When it comes to chatting with their friends – which is the most common ‘TV multi-tasking’ activity – it’s increasingly about using chat apps:
Because of this, content producers and brands need to ensure that their social content is easily transferrable between different platforms.
That means thinking not just about the content itself, but also about its shape and format (e.g. square vs. portrait vs. landscape, or the image resolution), as well as the size of the file and its type (e.g. only using compression formats that can be easily used across different kinds of device).
Weave brand partners into your social storytelling
Content producers shouldn’t just look at social activities as a marketing cost; wherever there’s an engaged audience, there’s an opportunity to build greater value too.
Look for opportunities to bring likeminded partners into the conversation, and work with them to ensure that the audience seed these brands as adding value (rather than interrupting or merely riding on the bandwagon). You’ll find some examples in the SlideShare deck above.
Extend the content experience onto additional screens
The examples in the SlideShare above also show that ‘second screen content’ has proven very popular for a number of content brands, whether it’s providing simple background to the storyline, or it’s creating wholly immersive experiences across multiple screens and devices.
Such content seems to resonate with audiences too, with Microsoft finding that almost 7 in 10 people feeling it’s “more relevant, useful, and informative.”
Use content like games to maintain engagement
People sometimes struggle focus their attention on a ‘primary’ screen though, and it will sometimes be necessary to offer ‘alternative’ content experiences – built around that primary screen experience – to maintain people’s engagement for as long as possible.
Games and quizzes are some of the easiest ways to do this: they stimulate different parts of the brain compared to more ‘passive’, consumed content, so offer a different kind of neural reward.
They’re often more immersive than conventional video content too, which means that they help enrich the experience for everyone, including those who are already engaged in the primary content.
Such content allows people to engage at different times too – not just when they’re consuming the original content. Games and quizzes are just as relevant to the daily commute or lunch hour as they are to primetime TV viewing, and content brands that can offer such additional stimuli to their audiences are well placed to extend their reach and relevance in people’s lives.
The digital world passed another huge milestone today, with InternetLiveStats reporting that the number of global internet users has just passed the 3 billion mark.
InternetLiveStats extrapolates its numbers from data provided by the ITU, the World Bank, and the United Nations, so the timing won’t be exact; however, the number remains a very useful guide to the continuing growth of the internet around the world.
Beyond this historic milestone, there are some more juicy numbers in this month’s Digital Statshot too, which you’ll find in the SlideShare above.
Read on for our analysis of those numbers, and what they mean for marketers.
2014 has seen steady growth in internet usage, with current trends suggesting that global users are increasing by more than 5% year-on-year.
Critically, Statista reports that roughly three-quarters of the world’s 3 billion users access the internet via mobile devices, and this ratio is steadily increasing as data connections become more accessible in developing nations.
Some of the world’s leading social networks released new user data in the past month too, with Facebook and Twitter both publishing updated user figures in October:
Facebook’s active user based showed growth of 2.3% in the past quarter, reaching 1.35 billion in time for the company’s latest quarterly report last week.
However, Facebook’s data also suggest that growth in some of the platform’s key countries – notably India and Indonesia – has slowed considerably in recent months, although our understanding is that this is likely due to Facebook ‘purging’ fake accounts, rather than an actual loss of interest in the world’s largest social network.
Twitter’s new numbers show that the platform now claims 284 million active users around the world, which, despite the stock market’s reaction, still demonstrates steady growth.
The on-going rise of mobile chat apps continues to be 2014′s hottest social media story, and with WhatsApp, WeChat, and LINE all showing strong growth in recent months, this trend looks set to dominate well into 2015 too:
This trend is mirrored by the continuing rise of mobile social networking too, with data from Facebook, Tencent and VKontakte indicating that more than 80% of the world’s social media users now access via mobile devices.
Please note that, following Tencent’s announcement that it will no longer support its Tencent Weibo platform, we’ve removed this from our reporting, as we believe that this move indicates that Tencent believes marketers would be better to use one of the company’s other platforms (which include QQ, QZone and WeChat).
Also, despite registering more than 1 billion monthly active users, we have opted not to include YouTube data in this report, as social connectivity is not the site’s primary function.
Mobile continues to register impressive growth around the world too, with GSMA Intelligence registering almost 1 million new unique users every day since our last report – that’s more than 11 new users every second.
The total number of active subscriptions continues to grow too, and at 7.267 billion, the number of connections is rapidly approaching the same figure as the world’s total population, which today stands at 7.272 billion according to Worldometers.
However, it’s important to note that the average mobile user still maintains more than 2 active mobile subscriptions, and global mobile penetration still hovers around the 50% mark:
The number of unique mobile phone users around the world has just passed 50% of the world’s total population.
The usage figures – provided by GSMA Intelligence – suggest that 100 million more people started using a mobile device since April of this year.
To put those figures in context, that’s more than 750,000 new mobile users every day – or 9 new users every second.
Changing Usage Patterns
Meanwhile, the average mobile user still maintains roughly 2 active contracts per phone, with the total number of active mobile connections almost equal to the number of people living on earth.
The average of 1.97 connections per user indicates a slight drop since April though, when the figure was 1.99.
This fall may in part be fuelled by an increasing move to smartphones; as more people gain access to mobile data plans and start to use ‘chat apps’ like WhatsApp and WeChat, the need to maintain multiple mobile contracts across different networks in order to benefit from cost efficiencies will diminish:
On that note, it’s worth noting that smartphone adoption is continuing apace; Ericsson reports that more than one-third of all active mobile contracts now run on smartphones, while smart devices accounted for 65% of the 300 million new handset sold between April and June of this year.
Critically, this 300 million figure – when compared to the growth in overall mobile users outlined above – suggests that many existing mobile users are upgrading to smart devices.
However, more than 4.6 billion mobile connections around the world still run on more basic, ‘feature phone’ handsets.
Connecting On The Go
Despite the continued dominance of feature phones though, the use of data-powered services is becoming more widespread: in the past quarter, Ericsson report that mobile broadband subscriptions exceeded 2.4 billion, while more than 1.5 billion social media users around the world accessed their accounts via mobile devices in the past 30 days:
For more data on Mobile, Social and Digital usage, see our full range of free reports.
Continuing our series of reports into the Social, Digital and Mobile landscapes of countries around the world, today we’re pleased to share the latest numbers for India.
You may find it useful to put these numbers into context by comparing them to those for other Asian countries in our APAC report, where you’ll also be able to compare today’s stats to India’s January 2014 data.
India’s digital landscape is evolving fast, but overall penetration remains low in the world’s second most populous country, with fewer than 1 in 5 Indians using the Internet in July 2014.
Internet use appears to be accelerating though, with the latest figures indicating 30 million new users since January alone – an increase of 14% in just 6 months.
Social media use is also growing, with Facebook alone adding 16 million new users since January – that’s roughly one new user every second.
The picture for mobile is a little more complex though, with the latest data suggesting a drop in the total number of active subscriptions.
However, this is likely due to SIM consolidation; the average Indian mobile user currently manages 2.5 active connections (SIMs), but as people increasingly switch to smartphones with data plans that enable more cost-effective communication between different mobile networks, it’s likely that people will ‘drop’ some of these secondary (and tertiary) subscriptions.
The top story in this report is the dominance of mobile connectivity in India.
70% of internet page views in India originate from mobile devices, while 87% of all Facebook users access the platform through mobile:
Crucially, it’s this mobile connectivity that’s driving India’s digital growth, and the majority of new internet users access exclusively through mobile.
However, connection speeds remain disappointingly slow in India, with Akamai stating that the country has the slowest internet in Asia. Average connection speeds in India are a paltry 1.7Mbps. Broadband connections (i.e. connections of 4 Mbps or higher) are still relatively scarce, and account for less than 5% of all internet connections. Connections of 10Mbps or more are limited to just 0.7% of all users.
Despite these slow speeds, however, Internet users in India spend almost 5 hours on the net every day, with 40% of that time spent on social media:
Despite being Facebook’s second largest market worldwide, social media penetration in India remains at just 8%.
As with overall internet use, mobile drives social media usage, with almost 9 in 10 Facebook users accessing the platform via mobile:
It’s worth noting that 30 million people in India access Facebook through a feature phone (i.e. non-‘smartphone’ devices).
66 million people access Facebook via smartphones, with 60 million of these – 91% – accessing via Android handsets. 4.6 million access via iOS (i.e. Apple devices), while Windows OS accounts for 3.6 million users:
These numbers suggest that at least 1.5 million Indian user accounts access Facebook via multiple mobile operating systems, indicating that multiple SIM usage occurs even amongst smartphone owners. Meanwhile, around 4 million users access Facebook across both feature phones and smartphone devices.
Samsung claims the lion’s share of Facebook mobile users, with 32 million users accessing the platform via one of the Korean manufacturer’s devices. Nearly 18 million Indian users access Facebook via Nokia devices.
Critically, our research suggests that much of this mobile social activity takes place in browsers rather than via native apps – an important point to note for marketers when planning their social content strategies.
Google+ appears to be India’s second most popular social platform, with 35% of internet users claiming to have signed in at least once in the past 30 days.
Twitter and LinkedIn follow, while Orkut still appears in India’s top 5 platforms (this will change by September, however, when Google shutters its original social network):
There are just short of 350 million unique mobile users in India, with each user maintaining an average of 2.54 active connections:
Smartphones are driving the new handset market, although feature phones still dominate everyday usage.
Moreover, almost all mobile contracts in India are ‘pay-as-you-go’ (i.e. pre-paid), and fewer than 10% of users have access to 3G networks:
Despite this, 95% of smartphone users are searching for local information via their portable devices, and 54% claim to have made a purchase via mobile:
Entertainment and social media lead activities on smartphones, with video particularly popular. However, it’s worth noting that most video viewing on mobile devices in India is driven by memory card transfer, rather than via internet streaming:
It’s been a few months since our Europe report, but today we’re delighted to announce the publication of the latest in our series of studies on the Social, Digital and Mobile landscapes from around the world.
This new report explores 30 countries across North, Central, and South America and The Caribbean, and contains more than 230 slides with all the key statistics, data and behavioural indicators you need to understand The Americas’ digital landscapes.
Here are some of the highlights:
As always, we begin the report with a fresh look at the key global statistics:
It’s worth noting that we’ve changed our data source for Internet users, so there has been a marked changed in the figures reported for this area since our Europe report.
In terms of material changes, there have been some changes in the global social media platform rankings though, with Tencent’s WeChat passing Google+ to take the number 5 spot:
Brands belonging to China’s Tencent now account for three of the top five social media platforms in the world, with Qzone, QQ and WeChat all recording growth in monthly active user (MAU) numbers in the company’s most recent quarterly results.
Facebook showed more modest relative growth since our last report, but still recorded 50 million new active users since February.
Google+’s reported active user numbers grew roughly 14% in the same period, up from 300 million, while LinkedIn posted 16% growth in MAUs.
However, the big growth story is WeChat, which posted 46% growth – almost 125 million new MAUs – since our last update. By comparison, Whatsapp grew just over 11% in the same period, adding 50 million new active users.
It’s also worth noting that more than 200 million people around the world now use Facebook’s standalone Messenger platform, but this does not bring it into the top 10 rankings (yet).
Added together, the populations of The Americas are approaching 1 billion, accounting for 13% of the world’s total population.
The region claims a disproportionate share of the world’s users across all digital areas though, with social media showing particular strength in the region:
Mobile social figures in the region are even stronger still, with one-quarter of all global mobile social media users calling The Americas home.
The Internet in The Americas
There are more than 600 million users across The Americas – 63% of the region’s population – with 60% of these users living in North America:
Internet penetration varies considerably across the region though, from 95% in Canada down to just 12% in Haiti:
Mobile internet usage is growing throughout The Americas too, although mobile’s share of total web traffic varies considerably:
Note that the chart above is based on the share of total web traffic – i.e. page views – as opposed to the number of actual internet users.
Social Media in The Americas
Facebook dominates social media across The Americas, with more than 460 million monthly active users.
As with internet use, though, social media penetration levels vary considerably by country, from 61% in Chile down to just 7% in Haiti:
Note that Facebook does not report user numbers for Cuba.
It’s worth highlighting that the figures for social media penetration in individual countries will often exceed those for internet penetration, especially in fast-evolving markets. There may be a number of reasons for this:
- Social media stats are almost always more up to date than those for internet usage, largely because they are collected by commercial entities on an on-going basis and published at least quarterly to help with advertising sales. In Facebook’s case, the monthly active user figures are available in almost real-time.
- Many reports on internet usage and penetration omit mobile internet usage, meaning many mobile-only users aren’t included in the internet user figures (partly because they’re more difficult to identify). However, in many emerging markets, mobile-only use can account for a significant proportion of internet users (even if slow speeds mean they account for a relatively low share of the overall web traffic). In contrast, people accessing social media through mobile devices will be counted in social media user figures, meaning that social media numbers are often a more accurate indication of actual internet use and penetration in these markets.
- On the other hand, some people may have multiple social media accounts on the same platform, leading to a slight inflation of social media users, although we don’t anticipate this is the main cause for the difference between internet and social media usage numbers.
Mobile social media use is common amongst social networkers throughout The Americas, with more than 80% of social media users logging in via mobile devices:
Perhaps unsurprisingly, penetration levels for mobile social follow similar patterns to those of general social media use, although there are some variations between individual countries:
These numbers are particularly interesting when compared to penetration levels for 3G mobile access, which you’ll find below.
Mobile in The Americas
There are just over 600 million unique mobile users in The Americas, with each user maintaining an average of 1.77 active subscriptions, resulting in more than 1 billion active mobile connections across the region:
Behaviour again varies between individual countries though, with Chile, Argentina, and Brazil all home to subscription rates well in excess their populations:
Mobile subscriptions aren’t all made the same though, and there are some significant differences between individual countries when it comes to pre- and post-paid contracts:
Similarly, access to faster 3G networks isn’t evenly distributed across the region, ranging from a high of 55% in the United States to barely 0.0005% in Cuba:
As a result, access to an affordable, rich mobile internet experience remains elusive for many people across Central and South America, and marketers will need to craft content and distribution plans accordingly.
In addition to the regional overview, the report also features regional breakdowns for North, Central, and South America, as well as The Caribbean:
In addition to these regional snapshots, our Americas report contains detailed reports on 30 countries across The Americas:
To whet your appetite, here are the slides for Brazil:
You can read We Are Social’s full Americas report here. You’ll also find the rest of our Social, Digital and Mobile reports here. If you’d like to make sure you don’t miss any of our future reports, why not sign up for our regular newsletter by clicking here?
We’d like to thank the lovely folks at GlobalWebIndex for allowing us to use their data again in this report.