global mobile 2016: why 2016 is the global tipping point for the mobile economy
TRANSCRIPT
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GLOBAL MOBILE 2016Why 2016 is the Global Tipping Point for the Mobile Economy
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Why 2016 is the global tipping point for the mobile economy
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Get the full report:
bit.ly/global_mobile
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Agenda
1. Global Trends for Mobile Marketing
2. Mobile Marketing on a Personal Scale
3. What Mobile Marketing Says About Us
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Measuring with TUNE
The more data, the more insight. The more insight, the smarter your marketing gets.
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Mobile Marketing Is...Massive and Global
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Smartphone Users: Up 800M
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App Inventory: Up 400K
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App Downloads: 180B
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Big BRIC: Doubled in 2015
In 2015, installs doubled from 2014in Brazil, Russia, India and China
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Games Account for the Largest Amount of Installs
More than half of the mobile measurement TUNE runs for marketers is brand-driven by traditional and non-gaming companies
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Billion-Click Categories
16 categories saw at least 1 billion clicks in 2015
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Mobile Marketing Is Also...Small and Personal
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ANTARCTICA“My phone… is a constant reminder that there is life out there somewhere.” - Austin H., Field Technician, Australian Antarctic Division
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SYRIA“If we can spend the last day of our lives in happiness, we will do so.”- Hadeel Ball, Young Syrian Gamer
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AMERICAN SAMOA“Smartphones are a luxury for middle class working folks… but a must-have for youth.” - Austin H., Field Technician, Australian Antarctic Division
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NEPAL“It’s not uncommon to see a porter carrying a 75-pound load while talking on his phone.” - Tsedo Sherpa, Owner, Sherpa Adventure Gear
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ISLE OF MAN“I do a lot of Facetiming. For someone who lives so far away… I couldn’t live without it.” - Sally Potts Heacock, Former Isle of Man Resident
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Massive and Personal…What Mobile Marketing Says About Us
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We Are All the Same
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Games as % of Installs
Games are popular in almost every country, averaging +40% of app installs that TUNE measures globally
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Social as % of Installs
App installs confirm that, across the globe, humans like to stay connected with other humans
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Music as % of Installs
Music accounts for 3-6% of TUNE-measured downloads in almost every country… and even more in Mexico
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Travel as % of Installs
Another remarkably consistent trend is the desire to travel, both within one’s country and abroad
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We Are All Unique
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iOS vs. Android Market Share
In most countries there is a clear winner between iOS and Android, but the U.S. shows a greater fight for market share
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India Leads M-Commerce & Lifestyle App Installs
India’s Flipkart is massive, with m-commerce accounting for 70% of its digital commerce revenue
% M-COMMERCE APP INSTALLS
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India Leads M-Commerce & Lifestyle App Installs
The land of Bollywood downloads a higher percentage of entertainment apps than any other country
% ENTERTAINMENT APP INSTALLS
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India Leads M-Commerce & Lifestyle App Installs
Korea is close behind, but India still leads the pack with lifestyle app installs
% LIFESTYLE APP INSTALLS
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Brazilians Love Utility Apps
About 7% of Brazil’s app installs are utility and tool apps, versus the rest of the world at 1-2%
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Organic Installs Highest in China
About 90% of all installs measured at TUNE are organic, but China reaches a full 96%.
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Spotlight on Global Trends
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Where Marketers Are Focusing Mobile Campaigns
● Android is the dominant mobile operating system globally
● iOS is typically stronger in developed nations, but not always
● Key takeaway: Where marketers are focusing their efforts is where they see profits
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Percent of Organic Downloads
“Organic and ASO have a marginal cost of $0.00 per install, but not a total cost of $0.00 for installs. Effective ASO scales better than paid, but that doesn’t mean it’s free.”- Ian Sefferman, General Manager, TUNE Marketing Console
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Top Apps in 5 Categories
TOP RIDE-SHARING APPS
TOP MUSIC APPS
TOP DATING APPS
TOP MESSAGING APPS
TOP GAMING APPS
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Get the full report: bit.ly/global_mobile
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Attend the mobile event of the summer: tune.com/postback