Post By Janet Arvia
No doubt the manufacturers of the 6.44-inch Xiaomi Mi Max, the 6.8-inch Lenovo Phab Plus, and the 6.8-inch ZenFone 3 Ultra are hoping their big screen devices generate big sales in the growing phablet market. Their projection is likely since digital media time is on the upsweep (it’s more than doubled in the past three years) thanks to mobile app mania.
Rise and Shine
As tablet traffic falls, time spent on phablets is on the rise. According to Flurry’s 2016 State of Mobile report, phablets nabbed 41% of the global mobile device marketshare in the fourth quarter of last year which is an increase of 33% from the first quarter. The numbers are even higher in concentrated areas overseas as Adobe Digital Index reports China’s mobile usage enjoyed a 50% increase in mobile browsing. Similarly, 49% of Saudi Arabia’s online traffic was generated by mobile devices at the start of 2015 and climbed to 61.9%. by the end of the year. Orbis Research predicts the phablet market in the EMEA (Europe, the Middle East and Africa) region will experience a Compound Annual Growth Rate (CAGR) of 28.81% by 2019.
Growing Old, Growing Market
Research studies and analytics firms like Oplytic can pinpoint where new users are coming from and what they want. Aging baby boomers, for example, may factor into the phablet boom since this demographic typically requires larger screens to view digital content. An inevitable growing market, the Administration on Aging (AoA) projects there will be 98 million people aged 65 years and up by 2020, which is more than twice the number cited in the 2014 U.S. census. Back then, senior citizens accounted for 14.5% of the population, however it’s likely that percentage will grow to 21.7% in 2040.
The phablet’s large screen and high resolution encourages users of nearly any age to engage with their mobile device. Whether leaning back to enjoy infotainment outlets or leaning in to pursue traditional desktop functions, phablet consumers are more likely to download web articles, images, videos, and apps--translating into big opportunities for mobile brands.
Post By Janet Arvia
What do 2.1 billion mobile devices, 3.2 trillion mobile sessions and 940,000 applications add up to? Metrics. And if analytics experts show marketing strategists anything, it’s that the proof is in the pudding when it comes to the behavioral preferences of last year’s mobile app users.
Rising to the Occasion
Flurry Analytics reports that overall mobile app usage increased by 11% from the previous year. The number seems almost paltry compared to time spent in apps which jumped by 69%. According to a new report from Adobe, time spent in shopping apps rose by 31% thanks to Amazon’s impressive 2016 holiday performance.
As the large screens on phablet devices become more popular (they received 41% of the global market last year), medium- and small-screened phone purchases will continue to plummet. Also down is time spent in mobile gaming. Its 4% decline comes as a bit of a surprise considering 2016’s phenomenal Pokémon GO success. Equally disheartening are the findings from Liftoff’s most recent study that state North America’s gaming cost-per-install is 260% more than Europe’s 20% CPI. On the upside, the report reveals women are the market to target in 2017 since female gamers cost less to acquire and are more engaged consumers than men.
With a year over year (YoY) session growth of 44%, messaging and social apps are sitting pretty since the 2016 increase is up by 394% from 2015. Yet for every YoY ying, there’s a YoY yang. And the rise of social media applications affected time spent on music, media and entertainment mobile apps (which rose by a mere 1% YoY) while the personalization category experienced a massive 46% drop in session usage growth over the year. Whether 2017’s YoY stats and other mobile app user behavior patterns will yo-yo up or down remains to be seen for now.
Post By Janet Arvia
It’s a fact that people’s brains are bigger in the morning. That’s when the light goes on, in your head and your kitchen, and marketers experience breakthrough ideas. So, imagine brainstorming with your toaster while making breakfast. The act won’t mean you’re crazy. Rather, you’re on point with one of the top trends set to take off in 2017.
1. Voice-Based Interfaces
In the months to come, batting ideas back and forth with AI (Artificial Intelligence) on your toaster may actually be possible—and easier than you think. Thanks to Voice-Based Interfaces which combine speech recognition with a natural language processing, the alienation today’s users have experienced when trying to engage with a digital platform will no longer be an issue since new technology eliminates a learning curve. Expect to see more ways to collaborate with AI-powered ChatBots—without having to figure out a sequence of buttons. Such convenience and clarity will promote the conversational nature of mobile devices and create an intimate exchange between brands and customers, not to mention mobile marketers and their campaigns.
2. VR and AR
The success of this year’s Pokémon Go proves the growing popularity of AR (Augmented Reality) on mobile devices. Yet an in-app feature that can map the real world may be used for more than fun. Savvy are the brands that plan for AR in various capacities. Even more kudos go to those who can work in VR (Virtual Reality) to further engage customers with a fully immersive digital experience. But before budgeting for either, consult with a mobile app analytics agency on past and current campaigns to determine whether VR and AR are relevant to your company goals.
3. Instant Apps
Forget downloading apps from the Google Play Store. Android Instant Apps let Android apps run immediately so consumers can use a native mobile app as soon as they need it, without the hassle of installation. Users can also access Instant Apps from associated URLS in any other app, or form physical RFID tags in the real world. In other words, Instant Apps help consumers discover new brands without even knowing the company has an app. As such, any business willing to ignore this opportunity may be toast in 2017.