【正文】 ted opportunity for marketers to transition with consumers as they move from activity to activity throughout the day. o ns ecti ing tw ial c / ti vie o w al ati 5 s w 3 s I Consumers rely as atheir mobile devices get from one place towith their well as a tofamily and shopping BRIEF HITS OF CONNECTION UTILITY ARE CURRENTLY THE MOST POPULAR FORMS OF CONSUMPTION Ma ps Dir 55% 73% Re s tau ra nts So /M N Ne Lis on ork ngs Ne Re s vie Info 5% 44% 4% Bu ine ss nfo 33% Tra ve l Inf o % use mobile to access corresponding media Smartphones serveon consumer?s pas to share experiences another, as friends, guide restaurants, news and entertainment. At the same time, they provide an important social outlet. Over three out of every four Smartphone users are sharing photos, articles and videos across their social works. 10 % send% send% MOBILE OFFERS ANOTHER OUTLET TO CONNECT SHARE 74 use mobile social working sites and apps 50% prefer sending text messages to calling 85 photos taken on their Smartphones (Average: 16/mo.) 71 articles and videos to others (Average: 13/mo.) 11 Consumers rely heavily on their mobile devices to share experiences with their friends, family and colleagues. The majority of all surveyed Smartphone users share photos, articles and videos with their social contacts using their mobile devices. Smartphones also enable consumers to stay off the phone, with half of all users preferring text messages to telephone conversations. SHARING CONTENT IS KEY TO THE ATTRACTION ...when the kids e I shared content with my friend over lunch, as we were checking the market. home, my husband will laugh at us because we?ll be huddled together on the couch, each with his or her respective iPhone, sharing apps,YouTubes, music, etc. It bridges a social gap. I view drug information on my mobile in the morning and discuss it with my partner and clinical professor at nursing school. 12 12 % been driven follow brands from media mesh MOBILE IS NOT A STANDALONE MEDIA SOURCE. 77 use TV and mobile concurrently 56% have been driven to mobile via other media “MEDIA MESHING” IS A POWERFUL COMPONENT OF THE EXPERIENCE 55% across multiple media 42% have mobile to other media 37% plimentarywith content 13 BOUNDARYLESS MEDIA Smartphones work powerfully with other media. For example, mobile drives consumers to other media, which also drive consumers back to mobile – generating a circuit of juxtaposed mediation. This effect is enhanced when users simultaneously consume multiple media in order to optimize productivity or enrich the content experience. 14 MEDIA MESHING FILLS THE TIME WAITING FOR SLOWLOADING CONTENT WHILE FULFILLING INSATIABLE USER HUNGER FOR CONTENT I can?t get enough sports information. Yesterday, I was looking at on my phone, reading the sports section and watching pro football on TV at the same time. I have a slow connection on the phone, so I watch TV while pages download. I will flip through a magazine while surfing on my phone, using it to pass the time while the pages load. 12 Consumers rely on their mobile devices to share experiences with their friends, family and colleagues. Over three out of every four Smartphone users are sharing photos, articles and videos across their social works. iPHONE USERS HAVE HEAVIER CONSUMPTION HABITS Mobile Social Networking 55% iPhone 37% Others % use once or more per day MCommerce 36% iPhone 19% Others % have made a purchase via mobile Concurrent TV Usage 50% iPhone 34% Others % use once or more per day 15 WHO?S USING THE MOBILE WEB? Mobile trends are led by two groups: