WHY MOBILE MATTERS

Transcription

WHY MOBILE MATTERS

1
WHY MOBILE MATTERS
THE INVESTIS GUIDE TO CHOOSING THE RIGHT MOBILE
SOLUTION FOR YOUR DIGITAL CORPORATE AND INVESTOR
COMMUNICATIONS
If you are responsible for your corporate and investor communications you need
to read this guide. Internet traffic from mobile devices has doubled every year
for the past three years: you need to act now to cater to your mobile audience.
APRIL
2013
www.investis.com | twitter.com/investis
+44(0)20 7038 9000
.Investis | Why Mobile Matters | April 2013
WHAT’S INSIDE
1
2
3
INTRODUCTION
DEFINING YOUR MOBILE STRATEGY
TECHNOLOGY FOR MOBILES
3.1
Screen Size
3.2 Clicking vs. Touching
3.3 Supported Technologies
4
MOBILE SOLUTIONS
4.1
Tablet Friendly Websites
4.2
Dedicated Smartphone Websites
43
Responsive Websites
4.4Apps
5
6
HOW TO CHOOSE: ONE APPROACH
THE MOBILE MARKET
4
6
8
12
22
24
6.1
Operating Systems
6.2Devices
6.2.1Smartphones
6.2.2Tablets
6.3 Internet Traffic
6.4 How People Use Mobile
7
7.1
THE CORPORATE WORLD
Corporate Take-Up
38
8
GLOSSARY
42
9
SOURCES
47
10 APPENDIX
50
3
HEADLINE STATS
MOBILE TRAFFIC
%
1
Corporate site mobile traffic
Global mobile traffic
15 %
Investis IQ Research
1.9 BILLION
SMARTPHONE
SUBSCRIBERS UP
72% FROM 2012
10 %
350
MILLION
TABLETS IN USE
UP 75% FROM 2012
5%
v
+
SMARTPHONES
AND TABLETS
TO EXCEED
Jan 2011
Jan 2012
Jan 2013
PCs IN 2013
1.
INTRODUCTION
GET SMART.
No company today can expect to
communicate effectively unless it
meets the needs of mobile users.
WHY?
NUMBER OF
SMARTPHONES +
TABLETS IS
PREDICTED TO
EXCEED PCS IN
Q2 20132
5
In 2013, the number of smartphones and tablets
in use will overtake the number of operational
desktop and laptop computers marking an
important milestone in how audiences are
connecting to online information.
This crossover means the centre of gravity of
Internet traffic is shifting away from largescreen mouse-driven devices to smaller touchscreen devices.
This will impact every aspect of how users are
interacting with the Internet: from their physical
engagement with it (more touching and swiping
rather than clicking and scrolling); to when they
do it (on the train, at lunch, in a meeting); and,
importantly, what they look at (smaller bitesized pieces of information, more searching and
less browsing).
This guide will provide a framework to
decide how to evolve online communications
strategies, present and discuss the available
solutions for communicating with the mobile
audience, look at the issues facing corporates
in this new mobile world and offer a guide
through the jargon. The second half of the
guide covers the intricacies of the fragmented
mobile market: you should feel free to consult
the glossary at any time.
The mobile world is both complex and
fast-moving. This guide is intended to help
companies think about mobile seriously and
should be used as a foundation for discussion
with an expert advisor.
In this new era, no company can expect to get
its message across effectively without catering
to the needs of this rising army of smartphone
and tablet users.
2009
2010
2011
2012
2013
DEVICE NUMBERS
Desktop PCs
Laptops
Smartphones
Tablets
2014
2015
2. DEFINING YOUR MOBILE STRATEGY
INTRODUCTION
The first section of this
guide discusses the
various elements you will
need to think about to
define a mobile corporate
communications strategy
for your company.
Next, you need to think about what
sort of content they are most likely to
want. For example, do your mobile users
need access to all of your desktop site’s
content – or just some key information
to keep them updated on the go?
First of all, you need to understand your
audience’s requirements, the various
mobile solutions and your appetite for
change and available resource.
The second half of this guide provides
the latest data to help put some of these
issues into context and build a business
case.
AUDIENCE
It is important to know whether your
audience is currently using mobile
devices in significant numbers – and
whether they are primarily using
smartphones or tablets or both.
Mobile usage is predicted to continue
to increase considerably so even if
numbers currently appear low, mobile is
not something that can be ignored for
long.
How does your audience use mobile?
Do you need to offer access to
information even when they are offline?
SOLUTIONS
There are various mobile solutions: none
of them are right or wrong – but one
may be more appropriate than another
depending on how your audience
behaves and the make-up of your
current web estate.
Some of the more technical issues
that you will need to consider, such as
screen size, clicking versus touching and
technology support, are discussed in the
next section, while the mobile solutions
themselves are addressed in the section
after that.
7
RESOURCE
Whilst offering a mobile solution
need not necessarily be expensive, it
will involve some effort to create and
maintain it.
A key question to consider here is
whether your company has the appetite
to change what it is currently doing. This
may involve making changes to your
corporate website, building a separate
mobile site, commissioning an app or
rebuilding your entire site. In other
words, how much time and money is
your company prepared to invest?
The answer to this will push you in one
direction rather than another.
The three steps outlined in the box
on the right will help you think about
whether the effort is justified.
How important is
mobile for you ?
STEP 1
Review existing website statistics to
understand current demand for information
from mobile devices. Google Analytics
provides an excellent breakdown on which
devices people are using to visit your
website.
STEP 2
Poll members of your key target audience
(investors, journalists, employees,
customers) either on an adhoc basis or
through a structured survey to understand
how they want to access information.
STEP 3
Look to industry-wide data to understand
key trends. A mobile strategy
implementation may take many months or
longer and this is a fast-moving area so any
strategy needs to be fast-moving, forwardlooking and flexible enough to adapt to
changing trends.
3. TECHNOLOGY FOR MOBILES
INTRODUCTION
Mobile devices function in
a different way to desktops
and laptops – both from the
user’s perspective and at the
‘back end’.
We have selected three of the most
significant technical differences between
mobiles and desktops to help you
decide which solution will work best
for your business. There are others, but
most of these are of more concern to
the developer.
All of these considerations apply equally
to the current range of smartphones
and tablets. However, some of these
issues are moving rapidly, such as the
growing popularity of mini tablets and
the recent withdrawal of support for
Flash on Android devices.
External expertise may be of help in
answering some of these questions.
Top 3 things YOU
need to think
about
SCREEN SIZE
Screen size – which type of
device does your audience use:
desktops, tablets, smartphones or a
combination of all three?
CLICKING
VS. TOUCHING
Clicking versus touching – how does
your current web estate work in a
clicking environment (desktop) and a
touch screen environment (tablet or
smartphone)?
SUPPORTED
TECHNOLOGIES
Supported technologies – what
technology does your existing web
estate employ (Flash, HTML5, etc)
and which specific smartphones and
tablets does your audience use?
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3.1 TECHNOLOGY FOR MOBILES
SCREEN SIZE
The proliferation of devices has
created a major headache for
website and app developers trying
to decide how best to display a
website or an app across as many
screen sizes as possible.
Smartphone screen sizes range from 3.5 inches
(e.g. iPhone 4) and go up to 5.5 inches (e.g.
Samsung Galaxy Note II). There are currently
no devices between 5.5 inches and 7 inches.
From a design perspective, the difference in
smartphone screen size is negligible – but
generally smartphone screens are getting
larger.
In contrast, tablets are getting smaller. Tablet
screen sizes can range from 7 inches (e.g. the
iPad Mini or the Nexus 7), through 9.7 inches
(the iPad), all the way up to a 13.3 inch screen
(Asus Transformer TX300).
In 2011, iPad-sized tablets and above had
over 80% of the market.3 From 2013 onwards,
40-45% of all tablets sold will be mini tablets,
between 7 and 7.9 inches.
CLICKING VS. TOUCHING
All tablets and the vast
majority of smartphones are
navigated by touching and
dragging the screen.
This is in marked contrast to desktop PCs
and laptops which are generally navigated by
pointing and clicking with a mouse.
This means that you need to consider how
this form of navigation works and ensure
website tools work with tapping and dragging.
TAP = LEFT CLICK
HOLD = RIGHT CLICK
DRAG = SCROLL
Mobile
Navigation Checklist
» Clickable items and links
should be well spaced – fat
fingers are not as precise as a
mouse
» Try to avoid placing clickable
items on the right hand side
of the screen – most people
are right handed, so this is
where they tend to scroll
» Make it clear which items are
clickable – there is no mouse
pointer turning to a hand icon
to indicate this
» As there is no mouse, you
cannot hover over an item to
reveal content – you can either
click or not click
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SUPPORTED TECHNOLOGIES
Many corporate desktop websites
still have functionality built in
Flash. However, Apple mobile
devices do not support any Flash
technologies.
No other mobile operating system now ships with Flash
technology. This means that your existing desktop
tools may not display on mobile devices. Other
technologies, such as the Windows Media Player, may
also not be supported.
In general, browsers on mobile devices support HTML5
but, to add a further level of complexity, desktop
websites built to run on IE8 and older generally do
not. This means that you may need to mirror your
desktop website’s Flash-driven functionality in
HTML5 if you want the website to be viewed on
tablets.
The specific mobile devices that your audience uses
will also have an impact on what solution you choose.
For example, your choice of app will be determined by
what operating system or systems are most commonly
used.
4. MOBILE SOLUTIONS
INTRODUCTION
All of the available mobile
solutions have their pros
and cons – and there is no
right or wrong. What you
choose will be decided by
the nature and needs of your
company rather than the
superiority of one solution
over another.
If you do not already know, you need to
understand the differences between the
available solutions and how they work in
practice.
You will also need to think carefully
about what information you wish to
make available to a mobile audience.
For example, while a high percentage
of mobile visitors to corporate desktop
websites are interested in careers
content, you may decide that you want
your mobile offering to cater solely to
the corporate and investor audience,
without additional distractions.
Resource is another important
consideration. In terms of pure cost,
a responsive website can be more
expensive than a simple dedicated
smartphone website. On the other
hand, separate sites may be more timeconsuming to manage and keep up to
date.
Finally, remember that once you have
chosen your preferred solution, working
with someone that can provide both
design expertise and technology will
be considerably more efficient than
working with someone that needs to
outsource.
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TABLET FRIENDLY WEBSITES
A website designed and built to be
navigable and fully functioning on
both a tablet and a PC.
» Content presentation for browsing/researching
» Clicking and touch interface
» Multi device compatibility
DEDICATED SMARTPHONE SITES
A separate website, built specifically
for the requirements of smartphone
use, typically with much more limited
content than a desktop website.
» Content for quick facts & latest news
» Touch interface
RESPONSIVE WEBSITES
A desktop website that automatically
resizes and repositions all of its
content to fit various screen sizes.
» Content presentation adapted to screen size
APPS
Software that can be downloaded onto » Content presentation adapted to screen size
a mobile device or accessed online.
» Touch interface
In a corporate context, these will
» Device compatibility
generally allow the user to access
content and functionality both on and
offline.
4.1 MOBILE SOLUTIONS
TABLET FRIENDLY WEBSITES
We believe there is no need
for a separate desktop and
tablet website as long as
your desktop site is tablet
friendly.
The cost of building separate sites can
be prohibitive and the benefit is minimal
while the dimensions of your existing
corporate website will fit perfectly
well onto tablet screens from 7 inches
(e.g. the iPad Mini or the Nexus 7) and
upwards.
However, this does mean that any new
corporate website must be designed
and constructed with a tablet in mind as
much as the desktop monitor, while your
existing corporate website needs to be
adapted for tablet use.
This solution does not work well for the
smaller screen of a smartphone.
TABLET FRIENDLY
WEBSITE CHECKLIST
» INTERACTION BY
TOUCHING/DRAGGING AND
CLICKING/POINTING
» PORTRAIT AND LANDSCAPE
VIEWS
» WIDE RANGE OF TABLET
SCREEN SIZES (7” – 13.3”)
» DON’T USE TECHNOLOGY
SUCH AS FLASH OR
WINDOWS MEDIA PLAYER
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SMARTPHONE WEBSITES
For smartphones, whose
screen dimensions start at 3.5
inches (iPhone 4) and go up to
5.5 inches (Samsung Note),
a traditional desktop website
becomes both unnavigable
and largely unreadable – and,
for all practical purposes,
unusable.
SMARTPHONE
USER CHECKLIST
One solution is a dedicated smartphone
website: a website built specifically for
smartphones. These have their own
unique URLs but if the user enters
the desktop URL, the desktop website
should detect that the user is browsing
on a smartphone and go to the
smartphone website instead.
» ABILITY TO ADAPT TO
VARIATIONS IN SCREEN
DIMENSIONS BETWEEN
DIFFERENT SMARTPHONES
The key benefit of providing a corporate
website optimised for a smartphone lies
in how smartphones tend to be used.
Smartphone browsing is fleeting but
frequent (see 6.4) – for example, looking
up a phone number or reading the latest
news.
» INTERACTION BY TOUCHING/
SWIPING ONLY
» LOWER SCREEN RESOLUTIONS
VIEWS
» DIFFERENT CONTENT
REQUIREMENT (INSTANT
INFORMATION, RATHER THAN
IN-DEPTH RESEARCH)
» DEVICE DETECTION FROM THE
DESKTOP WEBSITE URL
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RESPONSIVE WEBSITES
A responsive website is
an alternative solution to
the difficulty of viewing a
traditional desktop website
on a smartphone.
Effectively, the desktop website
‘recognises’ the dimensions of the
user’s device and automatically resizes
and repositions the desktop content as
appropriate.
As opposed to the dedicated
smartphone website, the responsive
website removes the need to choose
what content can be viewed on a
smartphone as all of the desktop
website’s content is available. The
responsive website offers the added
benefit of being viewable on a tablet.
The responsive website offers a good
solution to displaying your desktop site
across many devices. However, you may
wish to offer a different user experience
and set of content for mobile users than
that offered by the desktop site.
RESPONSIVE
WEBSITE CHECKLIST
SWIPING AND CLICKING/
POINTING
VIEWS
» WIDE RANGE OF
SMARTPHONE AND TABLET
SCREEN SIZES (3.5” – 13.3”)
» SOME TECHNOLOGIES SUCH
AS FLASH OR WINDOWS
MEDIA PLAYER ARE
UNSUPPORTED
» LOWER SCREEN
RESOLUTIONS
» DEVICE DETECTION FROM THE
DESKTOP WEBSITE URL
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APPS
The principal benefit of an
app is that your audience
can access your content
offline, while content is
automatically refreshed
whenever the app is opened
online.
However, those with a more passing interest
may not search for your company in an app
store – and are more likely to search for your
company through their mobile browsers.
Native apps and Web apps
Some apps will only run if they are built for
the operating system of the particular mobile
device. These are known as native apps.
Web apps do not have this restriction.
This means that users can check key data as
However, as native apps are geared to the
well as documents, reports and video wherever precise specifications of a given device, they
they are: at work, at home or on an airplane.
generally provide a better user experience,
Apps also tend to offer a smoother experience
than a website as they are able to interact and
utilise the mobile device’s inbuilt features such
as alert notifications, GPS, map and calendar.
while web apps (with some exceptions) require
a web connection to be accessed.
In practice, the debate over native vs. web apps
is academic and is only of real concern to the
Corporate apps can reproduce all the content
and functionality of a desktop website, but
engineered for the touchscreen experience.
In-depth content may be appropriate for tablet
apps – but on smaller smartphone screens,
interactions tend to be shorter.
It is worth considering providing both an
app and a website solution for mobile users.
The app will appeal to the most committed
amongst your audience who may want regular,
offline access to detailed content.
developer. Many of the differences between
the two approaches are, in any case, being
eroded in favour of a platform-neutral, hybrid
approach that combines the best of both
worlds.
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APP CHECKLIST
» ONLINE/OFFLINE CAPABILITY
» MULTIPLE OPERATING
SYSTEMS MAY REQUIRE MORE
THAN ONE APP
» ABILITY TO DOWNLOAD KEY
CONTENT (E.G. VIDEO / PDFS)
FOR OFFLINE USE
» ABILITY TO ADAPT TO
VARIATIONS IN SCREEN
DIMENSIONS BETWEEN
DIFFERENT DEVICES
» POP-UP LINK TO DOWNLOAD
APP FROM THE DESKTOP
WEBSITE URL
SWIPING ONLY
» LOWER SCREEN RESOLUTIONS
VIEWS
5. HOW TO CHOOSE: ONE APPROACH
Is communicating with mobile users important to your business?
YES
NO
Are you sure ?
Check your site stats to see how many visits
to your website are from mobile devices.
Can you ignore nearly 2 billion
smartphone and over 350
million tablet users?
Which type of mobile devices are
important to your business ?
SMARTPHONES
How important is mobile
for you ?
Do smartphone users need access to
key content when they are offline ?
Review existing website statistics to
understand current demand for information
from mobile devices. Google Analytics
provides an excellent breakdown on which
devices people are using to visit your
website.
STEP 1
NO
YES
STEP 2
Poll members of your key target audience
(investors, journalists, employees,
customers) either on an ad hoc basis or
through a structured survey to understand
how they want to access information.
Do smartphone users need quick
access to ALL desktop site content ?
NO
YES
STEP 3
Are you ready to redesign and rebuild
your website ?
NO
A dedicated smartphone site will
give smartphone users quick
access to the key content they
need most often on the move.
Look to industry-wide data to understand
key trends. Implementing a mobile strategy
may take many months or longer and this is
a fast-moving area so any strategy needs
to be fast-moving, forward-looking and
flexible enough to adapt to changing trends.
YES
A new responsive website could
be the right answer for you but
can be expensive compared to a
dedicated smartphone site.
Dedicated mobile app(s) give
offline access. A mobile friendly
website may also be needed to
cater to occasional users who do
not want to install an app.
TABLET FRIENDLY
WEBSITE
DEDICATED
SMARTPHONE SITE
RESPONSIVE
WEBSITE
APPS
Target devices
Target devices
Target devices
Target devices
» Content presentation for
browsing/researching
» Content for quick facts & latest
news
» Touch interface
» Content presentation adapted to » Content presentation adapted
to screen size
screen size
» Touch interface
» Device compatibility
TABLETS
Top 3 things YOU need to
think about
Do tablet users need access to key
content when they are offline ?
SCREEN SIZE
NO
23
Which type of device does your audience
use: desktops, tablets, smartphones or a
combination of all three?
YES
CLICKING
VS. TOUCH
Do tablet users need quick access to all
desktop site content and functionality ?
NO
How does your current web estate work in a
clicking environment (desktop) and a touch
screen environment (tablet or smartphone)?
YES
SUPPORTED
TECHNOLOGIES
Are you ready to make potentially
significant changes to your website ?
NO
A standard desktop site will give
tablet users access to most
content - but some functionality
may be disabled and frustrating to
use.
What technology does your existing web
estate employ (Flash, HTML5, etc) and which
specific smartphones and tablets does your
audience use?
YES
Optimise your site for a touch
interface and use tablet friendly
technologies such as HTML5
instead of Flash.
Dedicated tablet app(s) give
access to content even when users
are offline.
6. THE MOBILE MARKET
INTRODUCTION
The first half of this guide
suggested how to construct
a mobile strategy and
discussed the available
options.
There are many mobile devices capable of
connecting to the Internet – and many more
will emerge over the next few years. However,
as far as communicating with a corporate
audience is concerned, just two devices really
matter: the smartphone and the tablet.
This half looks at current market trends,
explains the key technicalities of the mobile
world and, crucially, examines how this
affects the corporate communicator. In short:
why mobile matters.
Around 10 billion devices are now connected
to the Internet.4 By the end of the decade, this
figure could reach 50 billion.5
This includes traditional desktop computers,
laptops and mobile devices – but it also covers
a whole range of other ‘things’, from cars,
SMARTPHONE
A mobile phone that allows both
internet connectivity and the
installation and running of apps.
watches and cameras, to coffee machines and
even cows. This phenomenon is known as the
Internet of Things.
Currently unimagined applications in medicine
and industry will account for a huge number
of these connected devices by 2020, but, right
now, this explosion in Internet connectivity is
being driven by mobile devices.
TABLET
A mobile computer, generally
without a keyboard, controlled
through a touchscreen.
25
Dave Evans, Chief Futurist, Cisco
‘‘
‘‘
THE INTERNET OF THINGS
WILL CHANGE EVERYTHING - INCLUDING OURSELVES.
6.1 THE MOBILE MARKET
OPERATING SYSTEMS
The first thing to understand
about the smartphone and
tablet market is that these
devices all run on competing
software – or operating
systems.
Put simply, there are hundreds of
mobile devices, made by dozens of
manufacturers. Almost all of them
run on four operating systems: iOS,
Android, BlackBerry and Windows
Phone.
It is useful to be aware of these different
operating systems but they only really
matter if you want to create an app as
you will need to decide what device you
want the app to work on.
It is less important for websites, as
browsers for the main operating systems
accept a relatively comparable set of
standards.
At the start of 2010, Apple’s operating
system, iOS, was the dominant
operating system in the touchscreen
mobile market.
Today the market is fragmented across
smartphones, tablets and operating
For example, the iPad (tablet device) is
systems, all of which must be considered
built by Apple (the manufacturer) and
runs on iOS (its operating system), while when developing an app.
the Galaxy SIII (smartphone device) is
built by Samsung (the manufacturer)
and runs on Android (its operating
system).
Effectively, the operating system is the
unique language the device uses to run
its software. You cannot run software
written for Android on non-Android
devices, such as an iPhone. Each
operating system also has its own App
store, where users can download apps
for their relevant devices.
27
10:15
4G
apps available
800,000
18 C
Android is the mobile operating
system developed by Google
but licensed to device
manufacturers like Samsung
or HTC. Apps for Android are
available through the Google
Play Store.
10:15
Android
BlackBerry
iOS is the mobile operating
system developed by Apple for
its iPhones and iPads. Apps for
iOS are available through the
App Store.
apps
800,000
300,000
iPad specific
Windows
Windows Phone is the mobile
operating system developed by
Microsoft and used by Nokia
devices and tablets like the
Surface. Windows Apps can be
found on Microsoft’s Windows
Store.
10:15
100,000
apps available
150,000
18 C
iOS
apps available
10:15
BlackBerry is the mobile
operating system for BlackBerry
devices. BlackBerry Apps can
be found in BlackBerry World.
6.2THE MOBILE MARKET
DEVICES
There are hundreds of mobile
devices on the market. You
need to know which of the
usual suspects are used most
by your corporate audience.
Appreciating the sheer variety of screen
sizes is important to understand the
complexities of designing websites for
mobile.
Screen sizes are typically described
by the diagonal measurement of the
screen, so an iPad’s screen measures 9.7
inches from corner to opposite corner.
The differing heights (illustrated below)
and widths obviously affect screen
dimensions.
6”
5”
4”
3”
2.4
2”
2.8
1”
BlackBerry
Curve 9320
BlackBerry
Bold 9900
3.5
iPhone 4
3.5
iPhone 4S
4.0
iPhone 5
4.2
BlackBerry Z10
6”
5”
4”
3”
2”
1”
4.3
4.3
HTC 8X
Samsung
Galaxy S II
4.5
Nokia
Lumia 920
4.8
Samsung
Galaxy S III
4.8
Samsung
Ativ S
5.3
Samsung
Galaxy Note
29
8”
7”
6”
5”
4”
3”
2”
1”
7.0
Kindle Fire HD
7.0
Nexus 7
7.0
BlackBerry PlayBook
9”
8”
7”
6”
5”
4”
3”
2”
1”
7.9
iPad Mini
9.7
iPad 2
9.7
iPad 4
10”
9”
8”
7”
6”
5”
4”
3”
2”
1”
10.1
Samsung Galaxy Note
10.1
Samsung Ativ Tab
10.6
Microsoft Surface
6.2.1 THE MOBILE MARKET: DEVICES
SMARTPHONES
Sales figures for the
smartphone continue to
defy gravity in terms of size
and velocity. Adoption rates
are better measured against
entire populations rather
than particular consumer
groups.
Phones built on the Android operating
system are the fastest growing segment
of this market.
Smartphones are now close to
ubiquitous in rich developed regions
such as the US and Europe with
penetration rates reaching over 50%.
Numbers are also growing fast in Africa,
Asia and South America. Globally, the
current penetration rate is 17%.6
It is an extremely dynamic market. New
launches from Nokia (which uses the
Windows Phone operating system) and
BlackBerry may break the dominance
of the current big two manufacturers,
Samsung and Apple.
The market shows no sign of slowing:
500 million smartphones were shipped
in 2011 ; over 700 million were shipped
in 2012 ; and a massive 1 billion
smartphones will be shipped this year.7
This is partly due to the fact that
many different devices are sold on
this operating system, but also to the
success of Samsung’s Galaxy range,
which is expected to overtake Apple’s
iPhone as the world’s best-selling
smartphone this year.
31
2012
72%
1.1 billion
YEAR ON YEAR INCREASE
SMARTPHONE SUBSCRIBERS
WINDOWS
2.5%
OTHER
5.4%
BLACKBERRY
4.5%
iOS
18.8%
2013
1.9 billion
SMARTPHONE
8
SUBSCRIBERS
ANDROID
68.8%
6.2.2 THE MOBILE MARKET: DEVICES
TABLETS
The speed of tablet adoption,
which can effectively trace
its birth back to the launch of
the first iPad in the spring of
2010, is spectacular.
That year, 17 million tablets were shipped;
by 2012, 200 million tablets were in use,
a figure that will rise to 350 million by
the end of this year.
Shipping estimates for 2013 begin at
170 million, 10 times the volume of
2010.9
Tablets, in particular the iPad, are
one of the driving forces for mobile
web browsing. Tablets are particularly
relevant to a demographic of interest
to the corporate communicator:
namely investors, journalists, university
graduates, those with an income higher
than £50,000, and GenXers (born
between 1965-1976).10
Tablet growth has been so strong it has
been blamed for the fading fortunes of
personal computer giants like Dell and
Hewlett-Packard.
The tablet is directly replacing demand
for desktop and laptop computers
at home and in some parts of the
work place (especially amongst senior
managers and sales teams).
New touch-screen tablets with
keyboards, such as Microsoft’s Surface,
will eventually make further inroads into
the traditional desktop workspace.
Looking forward, Apple will continue
to dominate the tablet market. iPad
sales may be contracting but iPad Mini
sales are rising fast. Android may be
closing in on market share in terms of
operating system, but there are still far
more iPads out there than any other
tablet device.
33
2012
200 MILLION
TABLETS IN USE
75%
YEAR ON YEAR INCREASE IN
2013
350 MILLION
TABLETS IN USE
TABLETS IN USE
TABLET MARKET SHARE 2013
ANDROID
11
iOS
WINDOWS
PHONE
OTHER
42.7%
53.8%
2.9%
0.6%
Global Tablet Sales [million]
2010
2011
2012
iPad
2013
102
ALL
170
INTERNET TRAFFIC
Sales for smartphones and
tablets continue to grow
massively. More importantly,
people are using these
devices ever more frequently
to browse the Internet.
MOBILE TRAFFIC %
14
Corporate site mobile traffic
Global mobile traffic
15 %
Mobile traffic (visits to websites from
smartphones or tablets) is a fast
growing proportion of all Internet traffic,
more than tripling in the last two years.12
10 %
Some forecasters are predicting a
crossover, where more people access
websites from mobile devices than
desktops, by as early as 2014.13
Investis IQ research shows an identical
trend amongst visitors to these
corporate and IR websites. However,
having started below the global
percentage, the percentage of visits to
corporate and IR websites from mobile
devices now stands above the global
figure, at nearly 16%.
In other words, mobile adoption
amongst the business community is
outpacing the global trend.
5%
Jan 2011
Jan 2012
Jan 2013
35
1 in 7
VISITS TO ANY WEBSITE ARE
FROM A SMARTPHONE OR TABLET
JUST THREE YEARS AGO IT WAS ONE IN 75
15
HOW PEOPLE USE MOBILE
We now spend over ninety
percent of our time on
smartphones doing
something other than
making telephone calls.16
Furthermore, the global audience
interacts with mobile devices more
frequently than a desktop or laptop but
for considerably less time. Mobile users
are more likely to want to complete
a single task or to find one piece of
information quickly, than to spend time
investigating or researching background,
as they would do on a PC.
This means that how content is
presented and how it is found is
becoming increasingly important.
Websites need to load faster, the
content needs to be better aligned with
specific mobile user demands and it
needs to work on multiple devices.
Companies also need to consider
delivering information through apps,
which give users access to information
even when they are offline.
Crucially, the PC is not being replaced.
Overall, more time is still spent on a PC,
but the initial engagement occurs on
a mobile device – with the smartphone
the most common starting place of all.17
The vast majority of users report using
different devices sequentially, moving
from smartphone to tablet or PC as
the task becomes more complex;
other users report using devices
simultaneously.18
In summary, smartphones’ portability
and size makes them a convenient
source of information, both in and
out of the office. They are where most
online activities begin, but they are not
a panacea for your online presence.
No matter how popular they become,
there will always be activities, such as
browsing and in-depth research, that
people prefer to do from a desktop
device.
37
ONLY 26% OF OUR TIME ON SMARTPHONES
IS SPENT ON CALLS, EMAILING OR TEXTING.
9%
MAKING CALLS
17%
Smartphone
Usage 19
EMAILING AND
TEXTING
41%
ENTERTAINMENT
»
»
»
»
»
Playing games
Listening to music
Watching TV/films
Reading books
Taking photographs
14%
CHECKING SOCIAL
NETWORKS
19%
BROWSING THE
INTERNET
MINUTES PER DAY:
52 minutes
24 minutes
21 minutes
17 minutes
12 minutes
Entertainment
Browsing the
internet
Checking social
networks
Emailing and
texting
Making calls
7. The Corporate World
INTRODUCTION
Android smartphones may
be massively outselling the
iPhone on a global level
but it is a very different
story when it comes to the
corporate audience.
Investis IQ research, which tracked
visits to 45 UK and European corporate
websites representing over one and
a half million monthly visits, shows
that Android devices account for a
disproportionately small percentage
of overall mobile traffic to corporate
websites.20
Overall iOS usage (combining both
iPhones and iPads) continues to both
grow and dominate with nearly 70%
of total market share, while Android
(combining both Android smartphones
and tablets) has just a fifth of the
market.
iPhone visits are still significantly higher
than visits from all Android devices. It
is also startling that 40% of all mobile
visits to corporate websites come
from iPads alone.
BlackBerry’s long held popularity
amongst City and corporate workers
appears to be no more – figures are low
both at a corporate and a global level.
Anecdotal evidence as to how people
use their BlackBerrys (for phone and
email only) and Android phones (for
phone, email and a limited range of
apps) suggest that, from the corporate
perspective at least, Apple is winning
the usability war.
In addition, compatibility concerns have
also been raised about the multiple
versions of the Android operating system,
such as Jelly Bean and Gingerbread.21
Perhaps more seriously, some have
voiced worries around the operating
system’s security.22 Both of these issues
may be scaring off some companies
from adopting the technology.
This may change going forward with
new Android phones like Samsung’s
Galaxy Note 3 and the Galaxy S4 and
BlackBerry’s Z10.
39
32%
COMPARISON
OF VISITS FROM
MOBILE DEVICES
TO CORPORATE
WEBSITES VS.
ALL GLOBAL
WEBSITES
27%
OTHER
iOS
ALL GLOBAL
WEBSITES
3%
BLACKBERRY
37%
ANDROID
23
3%
6%
OTHER
BLACKBERRY
22%
ANDROID
CORPORATE
WEBSITES
69%
iOS
iPad
59%
iPhone
41%
7.1 The Corporate World
CORPORATE TAKE-UP
A year ago, just 20
companies in the FTSE
100 provided a mobile
website solution24 while
17 companies offered a
corporate or IR app.25
Since then, a growing number of global
companies have started responding to
the needs of their mobile audience – but
there is still a considerable way to go.
Another encouraging shift has been
the increasing sophistication of what
companies are now providing.
For example, of the 20 FTSE 100
companies mentioned above, only 7
had device detection – meaning that
anyone visiting the corporate site from
a mobile device would be offered
the option to view mobile optimised
content.
The other 13 FTSE 100 mobile
websites were effectively invisible to
most users, as they would not be able
to view them unless they knew the
separate URL for that mobile website.
Today, 31 companies in the FTSE 100
offer a mobile website solution.26 Of
these, 24 have opted for a dedicated
smartphone website, while 7 companies
have a responsive website.
39% of the S&P 100 and an impressive
47% of the DAX 30 have also opted for a
mobile website solution.
The FTSE 100 and the S&P100 have
shown a marked preference for
dedicated mobile sites. In contrast,
responsive websites account for half or
more of all mobile solutions on every
other index we scored.
41
MOBILE FRIENDLY SITES & APPS
BY PERCENTAGE OF INDEX 27
MOBILE FRIENDLY
CORPORATE OR IR APP
100
80
60
40
20
FTSE 100
DAX 30 OMXH 25 FTSE MIB S&P 100
IBEX 35 PSI 20
Apps data not available for S&P 100, IBEX 35 and PSI 20.
MOST VIEWED CORPORATE SITE
CONTENT FROM MOBILE DEVICES 28
MOST VIEWED CONTENT ON IR
& CORPORATE APPS 29
CAREERS
37%
PRESS RELEASES
22%
INVESTOR RELATIONS
17%
DOCUMENT LIBRARY
12%
ABOUT US
17%
REGULATORY NEWS
11%
CONTACT
11%
SHARE INFORMATION
10%
NEWS & MEDIA
7%
MULTIMEDIA
10%
8.
GLOSSARY
A.A.
Android
Mobile operating system developed
primarily by Google, licensed for
free to device manufacturers, and
currently the most used mobile OS
in the world. Various versions of
Android have been released, named
after desserts, e.g. Gingerbread, Ice
Cream Sandwich and, most recently,
Jelly Bean. The term ‘Android’ is also
used to refer to the smartphones and
tablets that run the OS.
Apple
American technology company
and manufacturer of the iPhone
smartphone and the iPad tablet, both
of which run on the iOS operating
system.
App
Software that can be downloaded
onto a mobile device or accessed
online. In a corporate context, these
will generally allow the user to access
content and functionality both on
and offline.
App Store
Apple’s platform for the digital
distribution of iOS apps. The apps
can be downloaded directly onto
an iOS device or onto a PC through
iTunes. The term ‘App Store’ is also
used more generically to refer to any
platform for any operating system
that allows the user to browse,
review, download and install apps.
Asus
Taiwanese technology company and
manufacturer of the Android-driven
Nexus 7 tablet and the Windows
8-driven Transformer TX300 tablet,
one of the largest tablets on the
market.
B.
BlackBerry
The term can refer to the American
technology company (formerly
known as RIM or Research in
Motion); the smartphone and tablet
devices it manufactures (such as the
BlackBerry Curve 9320 or the Z10); or
its proprietary operating system.
BlackBerry World
BlackBerry’s platform for the digital
distribution of BlackBerry apps. Users
can browse, download and update
apps built on BlackBerry OS.
Browser
Shorthand for a Web Browser,
software for retrieving, displaying
and navigating content from the
web. The most popular browsers
are currently, in descending order,
Chrome, Internet Explorer (IE), Firefox,
Safari and Opera.
D.
Dedicated smartphone site
A website separate from a desktop
website, built specifically for the
requirements of smartphone use,
typically with much more limited
content than a desktop website.
Dell
American technology company; the
third largest PC vendor in the world.
The company has not been successful
in developing smartphones or tablets
and is losing market share.
Desktop
Shorthand for Desktop Computer, a
PC designed to sit on a desk and to
be used in one location, as opposed
to the more portable laptop.
Desktop website
A website designed to be viewed
primarily on a large screen and
navigated with a mouse. Such sites
are equally suitable for laptops
but may cause problems for users
of tablets or smartphones. From a
corporate perspective, think of this as
your existing corporate website.
Device detection
Shorthand for Mobile Device
Detection, software that identifies
the type of mobile device visiting
a website, which either redirects
the end user to a dedicated mobile
website or adapts the format of the
website to suit that particular mobile
device.
43
Dumb phone
Google
HTML5
A mobile phone that is only capable
of voice calling and text messaging.
The term can refer to the search
engine and the American technology
company as a whole. Google leads
the development of the Android
mobile operating system and is
increasingly becoming a hardware
company, through its partnerships
with various device manufacturers on
the Nexus devices.
A language for structuring and
presenting content for the web.
It is increasingly being used as an
alternative to Flash.
F.
Feature phone
A mobile phone with email
functionality and some internet
connectivity; controlled via a
keyboard or buttons rather than a
touchscreen.
Flash
Shorthand for Adobe Flash, software
for creating and running programs
with simple interactivity. Ubiquitous
in the pre-smartphone era, Flash is
not supported by any Apple mobile
device while other mobile devices
offer increasingly limited support.
As a result, Flash-driven tools and
functionality are gradually being
superseded by those using HTML5.
G.
Galaxy
Shorthand for Samsung Galaxy,
a series of mobile devices
manufactured by Samsung, all of
which use the Android OS.
Gingerbread
An earlier version of Android OS,
released in December 2010.
Google Play
Google’s platform for the digital
distribution of Android apps. The
apps can be downloaded directly
onto an Android device or onto a
PC through the Google Play website.
Users can also browse and download
music, magazines, books, films and
television programmes.
H.
Hewlett-Packard / HP
American technology company; the
largest PC vendor in the world. The
company has not been successful in
developing smartphones or tablets
and formally exited the smartphone
and tablet business in August 2011.
HTC
Taiwanese technology company
and manufacturer of smartphone
and tablet devices built on both
the Android and Windows Phone
operating systems.
Hybrid app
An app that runs inside a native
wrapper but makes use of the mobile
device’s browser. To the user, a hybrid
app appears no different to a native
app and is launched in the same
manner.
I.
iOS
and distributed by Apple and used to
support the iPhone and the iPad.
iPad
A line of tablets, manufactured by
Apple, running iOS. The first iPad
was released in April 2010; the most
recent, fourth-generation iPad in
November 2012.
iPad Mini
A mini tablet, manufactured by
Apple, running iOS. In contrast to
the standard 9.7 inch iPad, the iPad
Mini has a 7.9 inch screen size. It was
released in November 2012.
8.
GLOSSARY
iPhone
A line of touchscreen smartphones,
manufactured by Apple, running iOS.
The first iPhone was released in June
2007; the most recent, the iPhone 5,
in September 2012.
iTunes
Apple’s media player and digital asset
management application. Users can
play, download and organise audio
and video files, as well as their apps.
L.
Laptop
A portable PC. Also known as
notebooks.
Lumia
Shorthand for Nokia Lumia, a series
of mobile devices manufactured by
Nokia, all of which use the Windows
Phone OS.
IQ Research
Investis’ in-house research facility.
As well as the long-running IQ
Benchmarking of corporate websites,
the IQ team carries out periodic
research into corporate and IR use of
emerging technologies and trends,
including mobile, apps and social
media.
J.
Jelly Bean
The latest version of Android OS,
released in July 2012.
K.
Kindle Fire
M.
Mini tablet
Smaller than full-sized tablets,
typically between 7” and 7.9”, mini
tablets are projected to take an
increasing share of the overall tablet
market.
Mobile
Technically, any portable device
capable of connecting to the internet;
for the purposes of this paper, a
smartphone or a tablet.
N.
Native app
An app built to run on a device’s
A mini tablet version of the Kindle,
Amazon’s e-book reader. It is the best- installed operating system (e.g. iOS,
Android).
selling tablet after the iPad.
Note
Shorthand for Samsung Galaxy Note,
part of the Galaxy series of Android
mobile devices. The Note is a hybrid
between a smartphone and a tablet
(sometimes called a ‘phablet’), with
a bigger screen size than most
smartphones. Content can be entered
by touch or stylus. There is also the
tablet called the Samsung Galaxy
Note 10.1.
Nexus
Shorthand for Google Nexus, a
series of mobile devices using the
Android OS produced by Google
in partnership with a number of
manufacturers. For example, the
Nexus 7 is manufactured with Asus,
while the Nexus 10 is manufactured
with Samsung.
Nokia
Finnish technology company and
manufacturer of the Lumia series of
Windows Phones.
O.
Operating system
A collection of software that manages
a device’s basic functions, such as
scheduling tasks and executing
applications. There are four main
mobile operating systems: iOS;
Android; BlackBerry and Windows
Phone.
45
P.
S.
PC
S1, S2, S3, S4
Technically, any computer designed
for personal use; for the purposes
of this paper, a desktop or laptop
computer.
Part of the Galaxy series of Android
mobile devices, manufactured
by Samsung, all of which use the
Android OS.
Platform
Samsung
At its simplest, a platform is a place
to launch software. Sometimes used
interchangeably (although not strictly
correctly) with operating system.
For example, Android platform and
Android operating system are almost
synonymous – although technically
the operating system is part of the
platform.
Korean technology company and
manufacturer of the Galaxy series of
Android smartphones and tablets.
Samsung is now the largest mobile
phone manufacturer in the world.
PlayBook
Shorthand for BlackBerry PlayBook.
First released in April 2011, it is the
only tablet line made by BlackBerry.
It runs the BlackBerry OS but is also
able to support Android apps.
Pop-up
A window that requires users to
interact with it before they can access
the window behind.
R.
Responsive site
A desktop website that automatically
resizes and repositions all of its
content to fit various screen sizes.
Screen size
Symbian
Mobile operating system once used
by manufacturers such as Nokia and
Samsung. It was the most popular
smartphone OS until overtaken by
Android at the end of 2010 and is
now in steep decline.
T.
Tablet
A mobile computer, generally without
a keyboard, controlled through a
touchscreen.
Tablet Friendly Website
Where one measurement is given, this A website designed and built to be
is the distance between two opposite navigable and fully functioning on
screen corners, that is, the diagonal of both a tablet and a PC.
the rectangle.
Smartphone
A mobile phone with email
functionality, that allows both internet
connectivity and the installation and
running of apps; the majority are
controlled through a touchscreen.
Surface
Shorthand for Microsoft Surface, a
tablet designed and marketed by
Microsoft and built on the Windows
Phone OS. It can be navigated by
touch, stylus or keyboard.
Touchscreen
A visual display that the user can
control by touching the screen with
one or more fingers.
Transformer TX300
One of the largest tablets on the
market at 13.3 inches, running on
Windows 8 and manufactured by
Asus.
U.
URL
Shorthand for Uniform Resource
Locator. The web address for a
website.
8.
GLOSSARY
W.
Z.
Web app
Z10
An app in which some content (e.g.
text, images) may usually be viewed
offline, but in which larger files (e.g.
videos, reports) can frequently only
be accessed online each time the app
is used, as opposed to being fully
installed on the mobile device like a
native app.
Shorthand for BlackBerry Z10, a
touchscreen smartphone released
in January 2013 and the first device
released to use BlackBerry 10, the
latest version of the BlackBerry OS.
Windows Media Player
Microsoft’s media player and media
library application. Users can play
audio and video and view images on
PCs running the Microsoft Windows
operating system.
Windows Mobile
Predecessor of the Windows Phone
operating system.
Windows Phone
by Microsoft.
Windows Store
Microsoft’s platform for the digital
distribution of Windows apps.
47
9.
SOURCES
1.
Investis IQ Research Q2 2010-Q22013 – see Appendix Table 1 and Mobile vs. Desktop
– StatCounter Global Stats – 1 March 2013 http://goo.gl/7z337
2.
2012 Internet Trends – Mary Meeker / Kleiner Perkins Caufield Byers – 3 December
2012 http://goo.gl/z0W5Z
3.
Tablet PC Market Forecast to Surpass Notebooks in 2013 – NPD DisplaySearch – 7
January 2013 http://goo.gl/Wykou
4.
Internet Connected Devices Approaching 10 Billion, to exceed 28 Billion by 2010 –
IMS Research – 4 October 2012 http://goo.gl/hFpU9
5.
Cisco Internet Business Solutions Group: The Internet of Things – July 2011
http://goo.gl/5Jpj0
6.
America’s New Mobile Majority: a Look at Smartphone Owners in the U.S. – Nielsen,
Mobile Insights – 7 May 2012 http://goo.gl/f3TA1 and Trends in Digital Device and
Internet Usage 2012 – Google Think Insights – April 2012 http://goo.gl/kEOju and 2012
Internet Trends – Mary Meeker / Kleiner Perkins Caufield Byers – 3 December 2012
http://goo.gl/z0W5Z
7.
Android and iOS Combine for 91.1% of the Worldwide Smartphone OS Market in
4Q12 and 87.6% for the Year – IDC – 14 February 2013 http://goo.gl/32Xhv and 2012
Internet Trends – Mary Meeker / Kleiner Perkins Caufield Byers – 3 December 2012
http://goo.gl/z0W5Z
8.
2012 Internet Trends – Mary Meeker / Kleiner Perkins Caufield Byers – 3 December
2012 http://goo.gl/z0W5Z and Technology, Media & Telecommunications
Predictions 2013 – Deloitte TMT – 15 January 2013 http://goo.gl/SssiG and Android
and iOS Combine for 91.1% of the Worldwide Smartphone OS Market in 4Q12 and
87.6% for the Year – IDC – 14 February 2013 http://goo.gl/32Xhv
9.
IDC’s Worldwide Quarterly Media Tablet and eReader Tracker Makes Its Debut,
Projects Nearly 17 Million Media Tablets Shipped Worldwide in 2010 – IDC – 18
January 2011 http://goo.gl/i6v3Y and Forrester: 760M Tablets in Use By 2016 –
Techcrunch – 24 April 2012 - http://goo.gl/IKTCI and IDC Raises Tablet Forecast for
2012 and Beyond As iOS Picks Up Steam, Android Gains Traction, and Windows
Finally Enters the Market – IDC – 5 December 2012 http://goo.gl/6iLTh
9.
SOURCES
10.
Who are tablet owners in the U.K. and the U.S.? – The Economist Group – 4 April 2012
http://goo.gl/hJAGK
11.
Media Tablet Shipments Outpace Fourth Quarter Targets; Strong Demand for
New iPad and Other Forthcoming Products Leads to Increase in 2012 Forecast –
IDC – 13 March 2012 http://goo.gl/fO9Lm and IDC Raises Tablet Forecast for 2012
and Beyond As iOS Picks Up Steam, Android Gains Traction, and Windows Finally
Enters the Market – IDC – 5 December 2012 http://goo.gl/6iLTh and Forrester: 760M
Tablets in Use By 2016 – Techcrunch – 24 April 2012 - http://goo.gl/IKTCI and Tablet &
Touchscreen Strategies Reports – Strategy Analytics – 2010-2013 http://goo.gl/yfXCP
and Apple forecast to sell 102M iPads, 194M iPhones in 2012 – Neil Hughes / Apple
Insider – 29 October 2012 http://goo.gl/i0ZMp
12.
Mobile vs. Desktop – StatCounter GlobalStats – 1 March 2013 http://goo.gl/7z337
13.
State of US Internet in Q1 2012 – Tiffany Walker / comScore – 14 June 2012 http://goo.
gl/t9uaW
14.
15.
16.
Making Calls has become Fifth Most Frequent Use for a Smartphone – O2 – 29 June
2012 http://goo.gl/b9pgR
17.
The New Multi-Screen World – Google Think Insights – August 2012 http://goo.
gl/4PDp2
18.
The New Multi-Screen World – Google Think Insights – August 2012 http://goo.
gl/4PDp2
19.
Making Calls has become Fifth Most Frequent Use for a Smartphone – O2 – 29 June
2012 http://goo.gl/b9pgR
20.
Investis IQ Research – see Appendix Table 2 and Mobile Operating Systems –
StatCounter GlobalStats – 1 March 2013 http://goo.gl/5E38U
21.
Android, Apple iOS flip consumer, corporate market share – Larry Dignan / ZDNet –
13 February 2013 http://goo.gl/stBqI
49
22.
Android becoming mobile malware magnet, says report – Larry Dignan / ZDNet – 12
February 2013 http://goo.gl/nu4Rz and Study Reveals Android Apps Leak Personal
Data – Lorenzo Franceschi-Bicchierai / Mashable – 24 October 2012 http://goo.gl/31FHu
23.
Investis IQ Research – see Appendix Table 1 and Mobile Operating Systems –
StatCounter GlobalStats – 1 March 2013 http://goo.gl/5E38U
24.
How Mobile-Ready is the FTSE 100? – Magus Research Ltd and Investis Ltd – February
2012 http://goo.gl/FlGL4
25.
Investis IQ Research Q1 2012
26.
Investis IQ Research – Q4 2012-Q1 2013 – see Appendix Tables 3-5
27.
Investis IQ Research – Q4 2012-Q1 2013 – see Appendix Tables 3-5
28.
Investis IQ Research – Q3 2012-Q1 2013 – see Appendix Table 7
29.
Investis IQ Research – Q1 2012-Q1 2013 – see Appendix Table 8
10.
APPENDIX
The Investis IQ Research team regularly monitors
the digital estates (websites, social media and
apps) of over 700 public companies in Europe,
the US and Asia. This research draws on reviews
of corporate websites, mobile sites, apps and
social media channels as well as the analytics
data from our 1,700+ client base.
1. 2. 3. 4. 5.
6. 7. 8. % of Index with Responsive Website
51
52
54
55
App Usage by % of Index
56
Behaviour of Visitors from Mobile Devices to an Average Corporate Desktop Website
57
Most Viewed Sections on Corporate Sites as Viewed from Mobile Devices
58
Most Viewed Sections on Corporate/IR Apps as % of All Sections Viewed
59
Mobile Visits to Websites by Operating System
Mobile Visits to Websites as % of Visits to Websites from All Devices
% of Index with Dedicated Smartphone Website
51
Table 1
Mobile Visits to Websites by
Operating System
IQ Q1 2013 Review: Data from 45 European corporate websites,
totalling over 1.5 million website visits, and StatCounter Global
Stats data, February 2013. NB: Various other operating systems,
such as Symbian, can still be detected at a global level: however,
these are now all in steep decline.
Corporate
Websites
iOS
Android
BlackBerry
Other
Global Websites
69%
27%
22%
37%
6%
3%
3%
32%
10.
APPENDIX
Table 2
Mobile Visits to Websites as % of
Visits to Websites from All Devices
IQ Q1 2013 Review: Data from 45 European corporate websites,
totalling over 37 million website visits, and StatCounter Global Stats
data, June 2010 – January 2013.
Corporate
Websites
06-2010
07-2010
08-2010
09-2010
10-2010
11-2010
12-2010
01-2011
02-2011
03-2011
04-2011
05-2011
06-2011
07-2011
Global Websites
1.8%
2.57%
2.1%
2.86%
2.3%
3.21%
2.5%
3.5%
2.6%
3.81%
2.7%
4.02%
4.0%
4.1%
3.3%
4.3%
3.5%
4.45%
3.6%
4.7%
4.2%
5.21%
4.4%
5.75%
4.4%
6.53%
4.7%
7.02%
53
Corporate
Websites
08-2011
09-2011
10-2011
11-2011
12-2011
01-2012
02-2012
03-2012
04-2012
05-2012
06-2012
07-2012
08-2012
09-2012
10-2012
11-2012
12-2012
01-2013
Global Websites
5.0%
7.12%
5.5%
6.74%
5.5%
6.55%
5.4%
6.95%
7.2%
8.04%
7.8%
8.49%
8.0%
8.53%
8.1%
8.99%
9.3%
9.58%
9.2%
10.11%
10.7%
10.4%
10.8%
11.09%
11.7%
11.78%
11.4%
12.03%
11.7%
12.3%
12.6%
13.08%
15.1%
14.55%
15.9%
14.13%
10.
APPENDIX
Table 3
% of Index with Dedicated
Smartphone Website
IQ Q1 2013 Review: Benchmarking of
corporate websites of given indices.
Dedicated
Smartphone Site
FTSE 100
DAX 30
OMXH25
FTSE MIB
S&P 100
IBEX 35
PSI 20
24%
20%
12%
8%
27%
3%
0%
55
Table 4
% of Index with
Responsive Website
IQ Q1 2013 Review: Benchmarking of
corporate websites of given indices.
Responsive
Website
FTSE 100
DAX 30
OMXH25
FTSE MIB
S&P 100
IBEX 35
PSI 20
7%
27%
12%
10%
12%
3%
10%
10.
APPENDIX
Table 5
App Usage by % of Index
IQ Q1 2013 Review: FTSE 250, MDAX 50, ATX 20 and SMI 20 scored during Q4 2012; all other indices scored during Q1
2013.
Any app
(corporate/
consumer)
Corporate
or IR app
iPad
Corporate
or IR app
iPhone
Corporate
or IR app
Android
Corporate
or IR app
Web app
App for
more than
one device
or OS
FTSE 100
52%
31%
27%
8%
3%
3%
35%
FTSE 250
DAX 30
MDAX 50
ATX 20
SMI 20
OMXH 25
FTSE MIB
29%
10%
9%
5%
1%
1%
19%
70%
47%
47%
23%
17%
0%
57%
20%
2%
2%
0%
0%
0%
14%
20%
5%
5%
5%
5%
0%
20%
75%
25%
25%
0%
0%
0%
45%
44%
28%
28%
4%
4%
0%
12%
48%
35%
35%
10%
8%
0%
33%
57
Table 6
Behaviour of Visitors from Mobile Devices to an Average
Corporate Desktop Website
IQ Q1 2013 Review: Data averaged from 45 European corporate websites, totalling over 1.5 million website visits.
Mobile Device
Visits
All Device Visits
Notes
5,750
36,142
15,581
121,249
Mobile: 12.8% of all page views
2.7
3.3
Mobile visitors view fewer pages
2 m 03 s
2 m 41 s
Bounce Rate
50.9
44.9
Half of mobile visits end after just one
page is viewed
% New Visits
60.6
61.1
Number of first time visitors is similar
across all devices
Number of Visits
Page views
Pages per visit
Avg. Visit Duration
Mobile: 15.9% of all visits
Mobile visits are shorter
10.
APPENDIX
Table 7
Most Viewed Sections on Corporate
Sites as Viewed from Mobile Devices
IQ Q1 2013 Review: Data from Top 10 Pages Viewed from Mobile Devices for
each of 30 European corporate websites, totalling over 1 million page views
over a six month period.
Total Mobile Page
Views
% of Mobile Page
Views, excl. Homepage
Careers
223,868
37
About Us
105,205
17
Investor Relations
103,708
17
Contact Information
66,173
11
News & Media
40,137
7
Other
70,334
12
All Content excl.
Homepage
609,425
59
Table 8
Most Viewed Section on Corporate/IR
Apps as % of all Sections Viewed
IQ Q1 2013 Review: Data from 100,000 iPad and iPhone Corporate/IR app
sessions over a twelve month period.
Total Number of Views
% of All Views, excl.
Homepage views
Press Releases
22,718
22%
Document Library
12,665
12%
Regulatory News
11,340
11%
Share Information
10,344
10%
Multimedia
10,199
10%
All Content excl.
Homepage
103,209
We’re Investis.
We’re Europe’s leading specialist in digital
corporate communications for public companies.
Our services include corporate websites, social media
solutions, apps and mobile sites, video and webcasting,
website tools and integrated online reporting.
UK
+44 20 7038 9000
GERMANY
+49 (0)931 35610
FINLAND
+358 50 576 9197
ITALY
+39 02 204 9374
USA
1-866-892-3947

WHY MOBILE MATTERS

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