Mobile apps are optimized to deliver instantaneous location-based value for users on the go. When tablets started growing, companies started treating them differently from smartphones. The assumption was that its use was mostly at home. Harvard Business Review has now published a study that included this terrific piece of information:
Mobile doesn’t always mean on the go. New data show that 68% of consumers’ smartphone use happens at home.
The article was focused on the implications of this for ecommerce. Today I would like you to think of what this means for your product. Can you deliver local, immediate experiences for the 32% of people on the go and broader, deeper experiences for the other 68%?
KPCB‘s Mary Meeker did a terrific presentation at D10 last week. You can go over the deck yourself, it’s available below.
I’ll point out some of the highlights:
1.1B Global Mobile 3G Subscribers, 37% Growth, Q4 – @ Only 18% of Mobile Subscribers. Impressive 29% of USA Adults Own Tablet / eReader,Up from 2% Less Than Three Years Ago. Despite Tremendous Ramp So Far,Smartphone User Adoption Has Huge Upside.
Global Mobile Traffic Growing Rapidly to 10% of Internet Traffic
Rapidly Growing Mobile Internet Usage SurpassedMore Highly Monetized Desktop Internet Usage in May, 2012, in India
eCPMs 5x Lower on Mobile than Desktop
ARPU (Average Revenue per User) 1.7-5x Lower on Mobile than Desktop
It seems that monetizing mobile went from being an opportunity to a necessity for survival.
A month ago I published a post on the iPad outselling all major PC manufacturers. This week Forrester published a study that makes it clear that tablets are also changing user behavior; disrupting print and online media, music and gaming.
Device convergence is nothing new, but for many the device of choice is still mobile phones. The richer UX that tablets provide enables more complex and longer experiences, that can be monetized better.