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 INTRODUCTION 4 2 DEFINING YOUR MOBILE STRATEGY 6 3 TECHNOLOGY FOR MOBILES 8 3.1 Screen Size 3.2 Clicking vs. Touching 3.3 Supported Technologies 4 MOBILE SOLUTIONS 12 4.1 Tablet Friendly Websites 4.2 Dedicated Smartphone Websites 43 Responsive Websites 4.4 Apps 5 HOW TO CHOOSE: ONE APPROACH 22 6 THE MOBILE MARKET 24 6.1 Operating Systems 6.2 Devices 6.2.1 Smartphones 6.2.2 Tablets 6.3 Internet Traffic 6.4 How People Use Mobile 7 THE CORPORATE WORLD 38 7.1 Corporate Take-Up 8 GLOSSARY 42 9 SOURCES 47 10 APPENDIX 50 3
HEADLINE STATS
1 MOBILE TRAFFIC % 1.9 BILLION Corporate site mobile traffic Global mobile traffic 15 % SMARTPHONE SUBSCRIBERS UP Investis IQ Research 72% FROM 2012
10 % 350 MILLION TABLETS IN USE UP 75% FROM 2012
5 % v + SMARTPHONES AND TABLETS TO EXCEED PCs IN 2013 Jan 2011 Jan 2012 Jan 2013 .Investis | Why Mobile Matters | April 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 This guide will provide a framework to in use will overtake the number of operational decide how to evolve online communications desktop and laptop computers marking an strategies, present and discuss the available important milestone in how audiences are solutions for communicating with the mobile connecting to online information. audience, look at the issues facing corporates in this new mobile world and offer a guide This crossover means the centre of gravity of through the jargon. The second half of the Internet traffic is shifting away from large- guide covers the intricacies of the fragmented screen mouse-driven devices to smaller touch- mobile market: you should feel free to consult screen devices. the glossary at any time.
This will impact every aspect of how users are The mobile world is both complex and interacting with the Internet: from their physical fast-moving. This guide is intended to help engagement with it (more touching and swiping companies think about mobile seriously and rather than clicking and scrolling); to when they should be used as a foundation for discussion do it (on the train, at lunch, in a meeting); and, with an expert advisor. importantly, what they look at (smaller bite- sized pieces of information, more searching and less browsing).
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 2014 2015 DEVICE NUMBERS Desktop PCs Laptops Smartphones Tablets .Investis | Why Mobile Matters | April 2013 2. DEFINING YOUR MOBILE STRATEGY INTRODUCTION
The first section of this Next, you need to think about what sort of content they are most likely to guide discusses the want. For example, do your mobile users various elements you will need access to all of your desktop site’s content – or just some key information need to think about to to keep them updated on the go? define a mobile corporate How does your audience use mobile? communications strategy Do you need to offer access to for your company. information even when they are offline?
First of all, you need to understand your The second half of this guide provides audience’s requirements, the various the latest data to help put some of these mobile solutions and your appetite for issues into context and build a business case. change and available resource. SOLUTIONS AUDIENCE There are various mobile solutions: none It is important to know whether your of them are right or wrong – but one audience is currently using mobile may be more appropriate than another devices in significant numbers – and depending on how your audience whether they are primarily using behaves and the make-up of your smartphones or tablets or both. current web estate.
Mobile usage is predicted to continue Some of the more technical issues to increase considerably so even if that you will need to consider, such as numbers currently appear low, mobile is screen size, clicking versus touching and not something that can be ignored for technology support, are discussed in the long. next section, while the mobile solutions themselves are addressed in the section after that. 7
INTRODUCTION
RESOURCE How important is
Whilst offering a mobile solution mobile for you ? need not necessarily be expensive, it STEP 1 will involve some effort to create and Review existing website statistics to maintain it. understand current demand for information from mobile devices. Google Analytics A key question to consider here is provides an excellent breakdown on which whether your company has the appetite devices people are using to visit your to change what it is currently doing. This website. may involve making changes to your corporate website, building a separate mobile site, commissioning an app or STEP 2 rebuilding your entire site. In other Poll members of your key target audience words, how much time and money is (investors, journalists, employees, your company prepared to invest? customers) either on an adhoc basis or through a structured survey to understand The answer to this will push you in one how they want to access information. direction rather than another.
The three steps outlined in the box STEP 3 on the right will help you think about Look to industry-wide data to understand whether the effort is justified. 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, forward- looking and flexible enough to adapt to changing trends. .Investis | Why Mobile Matters | April 2013 3. TECHNOLOGY FOR MOBILES INTRODUCTION
Mobile devices function in Top 3 things YOU a different way to desktops need to think and laptops – both from the about user’s perspective and at the SCREEN SIZE ‘back end’. Screen size – which type of device does your audience use: We have selected three of the most desktops, tablets, smartphones or a significant technical differences between combination of all three? mobiles and desktops to help you decide which solution will work best CLICKING for your business. There are others, but VS. TOUCHING most of these are of more concern to Clicking versus touching – how does the developer. your current web estate work in a clicking environment (desktop) and a All of these considerations apply equally touch screen environment (tablet or to the current range of smartphones smartphone)? and tablets. However, some of these issues are moving rapidly, such as the SUPPORTED growing popularity of mini tablets and TECHNOLOGIES the recent withdrawal of support for Supported technologies – what Flash on Android devices. technology does your existing web estate employ (Flash, HTML5, etc) External expertise may be of help in and which specific smartphones and answering some of these questions. tablets does your audience use?
9
3.1 TECHNOLOGY FOR MOBILES INTRODUCTION 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. .Investis | Why Mobile Matters | April 2013 3.2 TECHNOLOGY FOR MOBILES CLICKING VS. TOUCHING
All tablets and the vast Mobile majority of smartphones are Navigation Checklist navigated by touching and dragging the screen. » Clickable items and links should be well spaced – fat This is in marked contrast to desktop PCs fingers are not as precise as a and laptops which are generally navigated by mouse pointing and clicking with a mouse. » Try to avoid placing clickable This means that you need to consider how items on the right hand side this form of navigation works and ensure of the screen – most people website tools work with tapping and dragging. are right handed, so this is where they tend to scroll TAP = LEFT CLICK » Make it clear which items are clickable – there is no mouse pointer turning to a hand icon to indicate this HOLD = RIGHT CLICK » As there is no mouse, you cannot hover over an item to reveal content – you can either click or not click
DRAG = SCROLL 11
3.3 TECHNOLOGY FOR MOBILES CLICKING VS. TOUCHING 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. .Investis | Why Mobile Matters | April 2013 4. MOBILE SOLUTIONS INTRODUCTION
All of the available mobile Resource is another important consideration. In terms of pure cost, solutions have their pros a responsive website can be more and cons – and there is no expensive than a simple dedicated smartphone website. On the other right or wrong. What you hand, separate sites may be more time- choose will be decided by consuming to manage and keep up to the nature and needs of your date. company rather than the Finally, remember that once you have superiority of one solution chosen your preferred solution, working with someone that can provide both over another. design expertise and technology will If you do not already know, you need to be considerably more efficient than understand the differences between the working with someone that needs to available solutions and how they work in outsource. 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. 13
INTRODUCTION
TABLET FRIENDLY WEBSITES A website designed and built to be » Content presentation for browsing/researching navigable and fully functioning on » Clicking and touch interface both a tablet and a PC. » Multi device compatibility
DEDICATED SMARTPHONE SITES A separate website, built specifically » Content for quick facts & latest news for the requirements of smartphone » Touch interface use, typically with much more limited » Multi device compatibility content than a desktop website.
RESPONSIVE WEBSITES A desktop website that automatically » Content presentation adapted to screen size resizes and repositions all of its » Clicking and touch interface content to fit various screen sizes. » Multi device compatibility
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. .Investis | Why Mobile Matters | April 2013 4.1 MOBILE SOLUTIONS TABLET FRIENDLY WEBSITES
We believe there is no need TABLET FRIENDLY for a separate desktop and WEBSITE CHECKLIST tablet website as long as your desktop site is tablet » INTERACTION BY friendly. TOUCHING/DRAGGING AND CLICKING/POINTING The cost of building separate sites can be prohibitive and the benefit is minimal » PORTRAIT AND LANDSCAPE while the dimensions of your existing VIEWS corporate website will fit perfectly well onto tablet screens from 7 inches » WIDE RANGE OF TABLET (e.g. the iPad Mini or the Nexus 7) and SCREEN SIZES (7” – 13.3”) upwards.
» DON’T USE TECHNOLOGY However, this does mean that any new SUCH AS FLASH OR corporate website must be designed WINDOWS MEDIA PLAYER 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. 15
TABLET FRIENDLY WEBSITES .Investis | Why Mobile Matters | April 2013 4.2 MOBILE SOLUTIONS SMARTPHONE WEBSITES
For smartphones, whose SMARTPHONE screen dimensions start at 3.5 USER CHECKLIST inches (iPhone 4) and go up to 5.5 inches (Samsung Note), » INTERACTION BY TOUCHING/ a traditional desktop website SWIPING ONLY becomes both unnavigable » LOWER SCREEN RESOLUTIONS and largely unreadable – and, for all practical purposes, » PORTRAIT AND LANDSCAPE unusable. VIEWS
One solution is a dedicated smartphone » ABILITY TO ADAPT TO website: a website built specifically for VARIATIONS IN SCREEN smartphones. These have their own DIMENSIONS BETWEEN unique URLs but if the user enters DIFFERENT SMARTPHONES the desktop URL, the desktop website should detect that the user is browsing » DIFFERENT CONTENT on a smartphone and go to the REQUIREMENT (INSTANT smartphone website instead. INFORMATION, RATHER THAN IN-DEPTH RESEARCH) The key benefit of providing a corporate website optimised for a smartphone lies » DEVICE DETECTION FROM THE in how smartphones tend to be used. DESKTOP WEBSITE URL Smartphone browsing is fleeting but frequent (see 6.4) – for example, looking up a phone number or reading the latest news. 17
SMARTPHONE WEBSITES .Investis | Why Mobile Matters | April 2013 4.3 MOBILE SOLUTIONS RESPONSIVE WEBSITES
A responsive website is RESPONSIVE an alternative solution to WEBSITE CHECKLIST the difficulty of viewing a traditional desktop website » INTERACTION BY TOUCHING/ on a smartphone. SWIPING AND CLICKING/ POINTING Effectively, the desktop website ‘recognises’ the dimensions of the » PORTRAIT AND LANDSCAPE user’s device and automatically resizes VIEWS and repositions the desktop content as appropriate. » WIDE RANGE OF SMARTPHONE AND TABLET As opposed to the dedicated SCREEN SIZES (3.5” – 13.3”) smartphone website, the responsive website removes the need to choose » SOME TECHNOLOGIES SUCH what content can be viewed on a AS FLASH OR WINDOWS smartphone as all of the desktop MEDIA PLAYER ARE website’s content is available. The UNSUPPORTED responsive website offers the added benefit of being viewable on a tablet. » LOWER SCREEN RESOLUTIONS The responsive website offers a good solution to displaying your desktop site » DEVICE DETECTION FROM THE across many devices. However, you may DESKTOP WEBSITE URL wish to offer a different user experience and set of content for mobile users than that offered by the desktop site. 19
RESPONSIVE WEBSITES .Investis | Why Mobile Matters | April 2013 4.4 MOBILE SOLUTIONS APPS
The principal benefit of an However, those with a more passing interest may not search for your company in an app app is that your audience store – and are more likely to search for your can access your content company through their mobile browsers. offline, while content is Native apps and Web apps Some apps will only run if they are built for automatically refreshed the operating system of the particular mobile whenever the app is opened device. These are known as native apps. online. 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, while web apps (with some exceptions) require Apps also tend to offer a smoother experience a web connection to be accessed. 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. 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 developer. Many of the differences between and functionality of a desktop website, but the two approaches are, in any case, being engineered for the touchscreen experience. eroded in favour of a platform-neutral, hybrid In-depth content may be appropriate for tablet approach that combines the best of both apps – but on smaller smartphone screens, worlds. 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. 21
APPS 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
» INTERACTION BY TOUCHING/ SWIPING ONLY
» LOWER SCREEN RESOLUTIONS
» PORTRAIT AND LANDSCAPE VIEWS 5. HOW TO CHOOSE: ONE APPROACH Is communicating with mobile users important to your business?
Are you sure ? Can you ignore nearly 2 billion YES NO Check your site stats to see how many visits smartphone and over 350 to your website are from mobile devices. million tablet users?
Which type of mobile devices are important to your business ?
SMARTPHONES How important is mobile for you ? STEP 1 Do smartphone users need access to Review existing website statistics to key content when they are offline ? understand current demand for information from mobile devices. Google Analytics provides an excellent breakdown on which devices people are using to visit your NO YES website.
STEP 2 Poll members of your key target audience (investors, journalists, employees, Do smartphone users need quick customers) either on an ad hoc basis or access to ALL desktop site content ? through a structured survey to understand how they want to access information.
NO YES STEP 3 Look to industry-wide data to understand key trends. Implementing a mobile strategy may take many months or longer and this is Are you ready to redesign and rebuild a fast-moving area so any strategy needs your website ? to be fast-moving, forward-looking and flexible enough to adapt to changing trends.
NO YES
A dedicated smartphone site will A new responsive website could Dedicated mobile app(s) give give smartphone users quick be the right answer for you but offline access. A mobile friendly access to the key content they can be expensive compared to a website may also be needed to need most often on the move. dedicated smartphone site. cater to occasional users who do not want to install an app. TABLET FRIENDLY DEDICATED RESPONSIVE APPS 23 5. HOW TO CHOOSE: ONE APPROACH WEBSITE SMARTPHONE SITE WEBSITE Target devices Target devices Target devices Target devices
» Content presentation for » Content for quick facts & latest » Content presentation adapted to » Content presentation adapted browsing/researching news screen size to screen size » Clicking and touch interface » Touch interface » Clicking and touch interface » Touch interface » Multi device compatibility » Multi device compatibility » Multi device compatibility » Device compatibility
TABLETS Top 3 things YOU need to think about
Do tablet users need access to key SCREEN SIZE content when they are offline ? Which type of device does your audience use: desktops, tablets, smartphones or a NO YES combination of all three?
CLICKING VS. TOUCH Do tablet users need quick access to all How does your current web estate work in a desktop site content and functionality ? clicking environment (desktop) and a touch screen environment (tablet or smartphone)?
NO YES SUPPORTED TECHNOLOGIES What technology does your existing web Are you ready to make potentially estate employ (Flash, HTML5, etc) and which significant changes to your website ? specific smartphones and tablets does your audience use?
NO YES
A standard desktop site will give Optimise your site for a touch Dedicated tablet app(s) give tablet users access to most interface and use tablet friendly access to content even when users content - but some functionality technologies such as HTML5 are offline. may be disabled and frustrating to instead of Flash. use. .Investis | Why Mobile Matters | April 2013 6. THE MOBILE MARKET INTRODUCTION
There are many mobile devices capable of The first half of this guide connecting to the Internet – and many more suggested how to construct will emerge over the next few years. However, as far as communicating with a corporate a mobile strategy and audience is concerned, just two devices really discussed the available matter: the smartphone and the tablet. options.
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 4 to the Internet. By the end of the decade, this SMARTPHONE figure could reach 50 billion.5 A mobile phone that allows both This includes traditional desktop computers, internet connectivity and the installation and running of apps. laptops and mobile devices – but it also covers a whole range of other ‘things’, from cars, 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 THE INTERNET OF THINGS ‘‘ ‘‘ WILL CHANGE EVERYTHING - INCLUDING OURSELVES. Dave Evans, Chief Futurist, Cisco .Investis | Why Mobile Matters | April 2013 6.1 THE MOBILE MARKET OPERATING SYSTEMS
The first thing to understand It is useful to be aware of these different operating systems but they only really about the smartphone and matter if you want to create an app as you will need to decide what device you tablet market is that these want the app to work on. devices all run on competing It is less important for websites, as software – or operating browsers for the main operating systems systems. accept a relatively comparable set of standards. Put simply, there are hundreds of mobile devices, made by dozens of At the start of 2010, Apple’s operating manufacturers. Almost all of them system, iOS, was the dominant run on four operating systems: iOS, operating system in the touchscreen Android, BlackBerry and Windows mobile market. Phone. Today the market is fragmented across For example, the iPad (tablet device) is smartphones, tablets and operating built by Apple (the manufacturer) and systems, all of which must be considered 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
Android 10:15
Android is the mobile operating 4G system developed by Google apps available but licensed to device
OPERATING SYSTEMS manufacturers like Samsung 10:15 or HTC. Apps for Android are 800,000
available through the Google 18 C Play Store. BlackBerry BlackBerry is the mobile
operating system for BlackBerry apps available 5 10:1 devices. BlackBerry Apps can be found in BlackBerry World. 100,000
iOS apps
iOS is the mobile operating 18 C 5
system developed by Apple for 800,000 10:1 its iPhones and iPads. Apps for iOS are available through the 300,000 App Store. iPad specific Windows Windows Phone is the mobile operating system developed by Microsoft and used by Nokia devices and tablets like the apps available Surface. Windows Apps can be found on Microsoft’s Windows 150,000 Store. .Investis | Why Mobile Matters | April 2013 6.2 THE MOBILE MARKET DEVICES
There are hundreds of mobile Appreciating the sheer variety of screen sizes is important to understand the devices on the market. You complexities of designing websites for need to know which of the mobile. usual suspects are used most Screen sizes are typically described by the diagonal measurement of the by your corporate audience. 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 2.8 2” 3.5 3.5 4.0 4.2 1”
BlackBerry BlackBerry Curve 9320 Bold 9900 iPhone 4 iPhone 4S iPhone 5 BlackBerry Z10
6” 5” 4” 3” 2” 1” 4.3 4.3 4.5 4.8 4.8 5.3
Samsung Nokia Samsung Samsung Samsung HTC 8X Galaxy S II Lumia 920 Galaxy S III Ativ S Galaxy Note 29
8” 7” 6” 5” 4” 3” 2” 7.0 7.0 7.0 1”
Kindle Fire HD Nexus 7 BlackBerry PlayBook
9” 8” 7” 6” 5” 4” 3” 2” 9.7 1” 7.9 9.7
iPad Mini iPad 2 iPad 4
10” 9” 8” 7” 6” 5” 4” 3” 2” 10.1 10.1 10.6 1”
Samsung Galaxy Note Samsung Ativ Tab Microsoft Surface .Investis | Why Mobile Matters | April 2013 6.2.1 THE MOBILE MARKET: DEVICES SMARTPHONES
Sales figures for the Phones built on the Android operating system are the fastest growing segment smartphone continue to of this market. defy gravity in terms of size This is partly due to the fact that and velocity. Adoption rates many different devices are sold on are better measured against this operating system, but also to the success of Samsung’s Galaxy range, entire populations rather which is expected to overtake Apple’s than particular consumer iPhone as the world’s best-selling groups. smartphone this year.
Smartphones are now close to It is an extremely dynamic market. New ubiquitous in rich developed regions launches from Nokia (which uses the such as the US and Europe with Windows Phone operating system) and penetration rates reaching over 50%. BlackBerry may break the dominance Numbers are also growing fast in Africa, of the current big two manufacturers, Asia and South America. Globally, the Samsung and Apple. current penetration rate is 17%.6
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 31 2012 SMARTPHONES 1.1 billion 72% YEAR ON YEAR INCREASE SMARTPHONE SUBSCRIBERS
OTHER WINDOWS 2.5% 5.4%
BLACKBERRY 4.5% 2013
iOS 1.9 billion 18.8% SMARTPHONE SUBSCRIBERS 8
ANDROID 68.8% .Investis | Why Mobile Matters | April 2013 6.2.2 THE MOBILE MARKET: DEVICES 2012 TABLETS 200 MILLION
The speed of tablet adoption, Tablet growth has been so strong it has been blamed for the fading fortunes of which can effectively trace personal computer giants like Dell and its birth back to the launch of Hewlett-Packard. the first iPad in the spring of The tablet is directly replacing demand 2010, is spectacular. for desktop and laptop computers at home and in some parts of the That year, 17 million tablets were shipped; work place (especially amongst senior by 2012, 200 million tablets were in use, managers and sales teams). a figure that will rise to 350 million by the end of this year. New touch-screen tablets with keyboards, such as Microsoft’s Surface, Shipping estimates for 2013 begin at will eventually make further inroads into 170 million, 10 times the volume of the traditional desktop workspace. 9 2010. Looking forward, Apple will continue Tablets, in particular the iPad, are to dominate the tablet market. iPad one of the driving forces for mobile sales may be contracting but iPad Mini web browsing. Tablets are particularly sales are rising fast. Android may be relevant to a demographic of interest closing in on market share in terms of to the corporate communicator: operating system, but there are still far namely investors, journalists, university more iPads out there than any other graduates, those with an income higher tablet device. than £50,000, and GenXers (born between 1965-1976).10 33
2012 200 MILLION TABLETS TABLETS IN USE 75% YEAR ON YEAR INCREASE IN 2013 TABLETS IN USE TABLET MARKET SHARE 2013 350 MILLION ANDROID 42.7% TABLETS IN USE 11 iOS 53.8% WINDOWS PHONE 2.9% OTHER 0.6%
Global Tablet Sales [million] 2010
2011
2012 iPad ALL 2013 102 170 .Investis | Why Mobile Matters | April 2013 6.3 THE MOBILE MARKET INTERNET TRAFFIC
Sales for smartphones and 14 tablets continue to grow MOBILE TRAFFIC % massively. More importantly, Corporate site mobile traffic Global mobile traffic 15 % people are using these devices ever more frequently Investis IQ Research to browse the Internet.
Mobile traffic (visits to websites from smartphones or tablets) is a fast growing proportion of all Internet traffic, 10 % more than tripling in the last two years.12
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 5 % 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. Jan 2011 Jan 2012 Jan 2013
Investis IQ Research 35
INTERNET TRAFFIC
10 % VISITS TO ANY WEBSITE ARE 1 in 7 FROM A SMARTPHONE OR TABLET JUST THREE YEARS AGO IT WAS ONE IN 75 15 5 %
Investis IQ Research .Investis | Why Mobile Matters | April 2013 6.4 THE MOBILE MARKET HOW PEOPLE USE MOBILE
We now spend over ninety Companies also need to consider delivering information through apps, percent of our time on which give users access to information smartphones doing even when they are offline. something other than Crucially, the PC is not being replaced. making telephone calls.16 Overall, more time is still spent on a PC, but the initial engagement occurs on Furthermore, the global audience a mobile device – with the smartphone interacts with mobile devices more the most common starting place of all.17 frequently than a desktop or laptop but for considerably less time. Mobile users The vast majority of users report using are more likely to want to complete different devices sequentially, moving a single task or to find one piece of from smartphone to tablet or PC as information quickly, than to spend time the task becomes more complex; investigating or researching background, other users report using devices as they would do on a PC. simultaneously.18
This means that how content is In summary, smartphones’ portability presented and how it is found is and size makes them a convenient becoming increasingly important. source of information, both in and out of the office. They are where most Websites need to load faster, the online activities begin, but they are not content needs to be better aligned with a panacea for your online presence. specific mobile user demands and it No matter how popular they become, needs to work on multiple devices. 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 HOW PEOPLE USE MOBILE IS SPENT ON CALLS, EMAILING OR TEXTING.
9% MAKING CALLS
17% 41% EMAILING AND Smartphone ENTERTAINMENT TEXTING » Playing games » Listening to music 19 » Watching TV/films Usage » 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 Checking social Emailing and Making calls internet networks texting .Investis | Why Mobile Matters | April 2013 7. The Corporate World INTRODUCTION
Android smartphones may BlackBerry’s long held popularity amongst City and corporate workers be massively outselling the appears to be no more – figures are low iPhone on a global level both at a corporate and a global level. but it is a very different Anecdotal evidence as to how people story when it comes to the use their BlackBerrys (for phone and email only) and Android phones (for corporate audience. phone, email and a limited range of Investis IQ research, which tracked apps) suggest that, from the corporate visits to 45 UK and European corporate perspective at least, Apple is winning websites representing over one and the usability war. a half million monthly visits, shows that Android devices account for a In addition, compatibility concerns have disproportionately small percentage also been raised about the multiple of overall mobile traffic to corporate versions of the Android operating system, websites.20 such as Jelly Bean and Gingerbread.21 Perhaps more seriously, some have Overall iOS usage (combining both voiced worries around the operating iPhones and iPads) continues to both system’s security.22 Both of these issues grow and dominate with nearly 70% may be scaring off some companies of total market share, while Android from adopting the technology. (combining both Android smartphones and tablets) has just a fifth of the This may change going forward with market. new Android phones like Samsung’s Galaxy Note 3 and the Galaxy S4 and iPhone visits are still significantly higher BlackBerry’s Z10. than visits from all Android devices. It is also startling that 40% of all mobile visits to corporate websites come from iPads alone. 39
32% COMPARISON OTHER 27% INTRODUCTION OF VISITS FROM iOS MOBILE DEVICES ALL GLOBAL TO CORPORATE WEBSITES WEBSITES VS. 3% BLACKBERRY 37% ALL GLOBAL ANDROID WEBSITES 23
Investis IQ Research 3% 6% OTHER BLACKBERRY
CORPORATE 22% ANDROID WEBSITES 69% iOS
iPad iPhone 59% 41% .Investis | Why Mobile Matters | April 2013 7.1 The Corporate World CORPORATE TAKE-UP
A year ago, just 20 Today, 31 companies in the FTSE 100 offer a mobile website solution.26 Of companies in the FTSE these, 24 have opted for a dedicated 100 provided a mobile smartphone website, while 7 companies website solution24 while have a responsive website. 17 companies offered a 39% of the S&P 100 and an impressive 25 47% of the DAX 30 have also opted for a corporate or IR app. mobile website solution. Since then, a growing number of global companies have started responding to The FTSE 100 and the S&P100 have the needs of their mobile audience – but shown a marked preference for there is still a considerable way to go. dedicated mobile sites. In contrast, responsive websites account for half or Another encouraging shift has been more of all mobile solutions on every the increasing sophistication of what other index we scored. 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. 41
MOBILE FRIENDLY SITES & APPS MOBILE FRIENDLY BY PERCENTAGE OF INDEX 27 CORPORATE OR IR APP CORPORATE TAKE-UP 100 80 60 40 20
FTSE 100 DAX 30 OMXH 25 FTSE MIB S&P 100 IBEX 35 PSI 20
Investis IQ Research Apps data not available for S&P 100, IBEX 35 and PSI 20.
MOST VIEWED CORPORATE SITE MOST VIEWED CONTENT ON IR CONTENT FROM MOBILE DEVICES 28 & 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% .Investis | Why Mobile Matters | April 2013 8. GLOSSARY
Asus Taiwanese technology company and A.A. manufacturer of the Android-driven D. Nexus 7 tablet and the Windows Android 8-driven Transformer TX300 tablet, Dedicated smartphone site Mobile operating system developed one of the largest tablets on the A website separate from a desktop primarily by Google, licensed for market. website, built specifically for the free to device manufacturers, and requirements of smartphone use, currently the most used mobile OS typically with much more limited in the world. Various versions of content than a desktop website. Android have been released, named B. after desserts, e.g. Gingerbread, Ice Dell Cream Sandwich and, most recently, BlackBerry American technology company; the Jelly Bean. The term ‘Android’ is also The term can refer to the American third largest PC vendor in the world. used to refer to the smartphones and technology company (formerly The company has not been successful tablets that run the OS. known as RIM or Research in in developing smartphones or tablets Motion); the smartphone and tablet and is losing market share. Apple devices it manufactures (such as the American technology company BlackBerry Curve 9320 or the Z10); or Desktop and manufacturer of the iPhone its proprietary operating system. Shorthand for Desktop Computer, a smartphone and the iPad tablet, both PC designed to sit on a desk and to of which run on the iOS operating BlackBerry World be used in one location, as opposed system. BlackBerry’s platform for the digital to the more portable laptop. distribution of BlackBerry apps. Users App can browse, download and update Desktop website Software that can be downloaded apps built on BlackBerry OS. A website designed to be viewed onto a mobile device or accessed primarily on a large screen and online. In a corporate context, these Browser navigated with a mouse. Such sites will generally allow the user to access Shorthand for a Web Browser, are equally suitable for laptops content and functionality both on software for retrieving, displaying but may cause problems for users and offline. and navigating content from the of tablets or smartphones. From a web. The most popular browsers corporate perspective, think of this as App Store are currently, in descending order, your existing corporate website. Apple’s platform for the digital Chrome, Internet Explorer (IE), Firefox, distribution of iOS apps. The apps Safari and Opera. Device detection can be downloaded directly onto Shorthand for Mobile Device an iOS device or onto a PC through Detection, software that identifies iTunes. The term ‘App Store’ is also the type of mobile device visiting used more generically to refer to any a website, which either redirects platform for any operating system the end user to a dedicated mobile that allows the user to browse, website or adapts the format of the review, download and install apps. website to suit that particular mobile device. 43
GLOSSARY
Dumb phone Google HTML5 A mobile phone that is only capable The term can refer to the search A language for structuring and of voice calling and text messaging. engine and the American technology presenting content for the web. company as a whole. Google leads It is increasingly being used as an the development of the Android alternative to Flash. mobile operating system and is F. increasingly becoming a hardware Hybrid app company, through its partnerships An app that runs inside a native Feature phone with various device manufacturers on wrapper but makes use of the mobile A mobile phone with email the Nexus devices. device’s browser. To the user, a hybrid functionality and some internet app appears no different to a native connectivity; controlled via a Google Play app and is launched in the same keyboard or buttons rather than a Google’s platform for the digital manner. touchscreen. distribution of Android apps. The apps can be downloaded directly Flash onto an Android device or onto a Shorthand for Adobe Flash, software PC through the Google Play website. I. for creating and running programs Users can also browse and download with simple interactivity. Ubiquitous music, magazines, books, films and iOS in the pre-smartphone era, Flash is television programmes. Mobile operating system developed not supported by any Apple mobile and distributed by Apple and used to device while other mobile devices support the iPhone and the iPad. offer increasingly limited support. As a result, Flash-driven tools and H. iPad functionality are gradually being A line of tablets, manufactured by superseded by those using HTML5. Hewlett-Packard / HP Apple, running iOS. The first iPad American technology company; the was released in April 2010; the most largest PC vendor in the world. The recent, fourth-generation iPad in company has not been successful in November 2012. G. developing smartphones or tablets and formally exited the smartphone iPad Mini Galaxy and tablet business in August 2011. A mini tablet, manufactured by Shorthand for Samsung Galaxy, Apple, running iOS. In contrast to a series of mobile devices HTC the standard 9.7 inch iPad, the iPad manufactured by Samsung, all of Taiwanese technology company Mini has a 7.9 inch screen size. It was which use the Android OS. and manufacturer of smartphone released in November 2012. and tablet devices built on both Gingerbread the Android and Windows Phone An earlier version of Android OS, operating systems. released in December 2010. .Investis | Why Mobile Matters | April 2013 8. GLOSSARY
iPhone Note A line of touchscreen smartphones, Shorthand for Samsung Galaxy Note, manufactured by Apple, running iOS. L. part of the Galaxy series of Android The first iPhone was released in June mobile devices. The Note is a hybrid 2007; the most recent, the iPhone 5, Laptop between a smartphone and a tablet in September 2012. A portable PC. Also known as (sometimes called a ‘phablet’), with notebooks. a bigger screen size than most iTunes smartphones. Content can be entered Apple’s media player and digital asset Lumia by touch or stylus. There is also the management application. Users can Shorthand for Nokia Lumia, a series tablet called the Samsung Galaxy play, download and organise audio of mobile devices manufactured by Note 10.1. and video files, as well as their apps. Nokia, all of which use the Windows Phone OS. Nexus IQ Research Shorthand for Google Nexus, a Investis’ in-house research facility. series of mobile devices using the As well as the long-running IQ Android OS produced by Google Benchmarking of corporate websites, M. in partnership with a number of the IQ team carries out periodic manufacturers. For example, the research into corporate and IR use of Mini tablet Nexus 7 is manufactured with Asus, emerging technologies and trends, Smaller than full-sized tablets, while the Nexus 10 is manufactured including mobile, apps and social typically between 7” and 7.9”, mini with Samsung. media. tablets are projected to take an increasing share of the overall tablet Nokia market. Finnish technology company and manufacturer of the Lumia series of J. Mobile Windows Phones. Technically, any portable device Jelly Bean capable of connecting to the internet; The latest version of Android OS, for the purposes of this paper, a released in July 2012. smartphone or a tablet. O.
Operating system A collection of software that manages K. N. a device’s basic functions, such as scheduling tasks and executing Kindle Fire Native app applications. There are four main A mini tablet version of the Kindle, An app built to run on a device’s mobile operating systems: iOS; Amazon’s e-book reader. It is the best- installed operating system (e.g. iOS, Android; BlackBerry and Windows selling tablet after the iPad. Android). Phone. 45
GLOSSARY
Symbian Mobile operating system once used P. S. by manufacturers such as Nokia and Samsung. It was the most popular PC S1, S2, S3, S4 smartphone OS until overtaken by Technically, any computer designed Part of the Galaxy series of Android Android at the end of 2010 and is for personal use; for the purposes mobile devices, manufactured now in steep decline. of this paper, a desktop or laptop by Samsung, all of which use the computer. Android OS.
Platform Samsung T. At its simplest, a platform is a place Korean technology company and to launch software. Sometimes used manufacturer of the Galaxy series of Tablet interchangeably (although not strictly Android smartphones and tablets. A mobile computer, generally without correctly) with operating system. Samsung is now the largest mobile a keyboard, controlled through a For example, Android platform and phone manufacturer in the world. touchscreen. Android operating system are almost synonymous – although technically Screen size Tablet Friendly Website the operating system is part of the Where one measurement is given, this A website designed and built to be platform. is the distance between two opposite navigable and fully functioning on screen corners, that is, the diagonal of both a tablet and a PC. PlayBook the rectangle. Shorthand for BlackBerry PlayBook. Touchscreen First released in April 2011, it is the Smartphone A visual display that the user can only tablet line made by BlackBerry. A mobile phone with email control by touching the screen with It runs the BlackBerry OS but is also functionality, that allows both internet one or more fingers. able to support Android apps. connectivity and the installation and running of apps; the majority are Transformer TX300 Pop-up controlled through a touchscreen. One of the largest tablets on the A window that requires users to market at 13.3 inches, running on interact with it before they can access Surface Windows 8 and manufactured by the window behind. Shorthand for Microsoft Surface, a Asus. tablet designed and marketed by Microsoft and built on the Windows Phone OS. It can be navigated by R. touch, stylus or keyboard. U.
Responsive site URL A desktop website that automatically Shorthand for Uniform Resource resizes and repositions all of its Locator. The web address for a content to fit various screen sizes. website. .Investis | Why Mobile Matters | April 2013 8. GLOSSARY
W. Z.
Web app Z10 An app in which some content (e.g. Shorthand for BlackBerry Z10, a text, images) may usually be viewed touchscreen smartphone released offline, but in which larger files (e.g. in January 2013 and the first device videos, reports) can frequently only released to use BlackBerry 10, the be accessed online each time the app latest version of the BlackBerry OS. is used, as opposed to being fully installed on the mobile device like a native app.
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 Mobile operating system developed by Microsoft.
Windows Store Microsoft’s platform for the digital distribution of Windows apps. 47
9. GLOSSARY 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 .Investis | Why Mobile Matters | April 2013 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. Investis IQ Research Q2 2010-Q22013 – see Appendix Table 1 and Mobile vs. Desktop – StatCounter Global Stats – 1 March 2013 http://goo.gl/7z337
15. Investis IQ Research Q2 2010-Q22013 – see Appendix Table 1 and Mobile vs. Desktop – StatCounter Global Stats – 1 March 2013 http://goo.gl/7z337
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
SOURCES
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 .Investis | Why Mobile Matters | April 2013 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. Mobile Visits to Websites by Operating System 51 2. Mobile Visits to Websites as % of Visits to Websites from All Devices 52 3. % of Index with Dedicated Smartphone Website 54 4. % of Index with Responsive Website 55 5. App Usage by % of Index 56 Investis IQ Research 6. Behaviour of Visitors from Mobile Devices to an Average Corporate Desktop Website 57 7. Most Viewed Sections on Corporate Sites as Viewed from Mobile Devices 58 8. Most Viewed Sections on Corporate/IR Apps as % of All Sections Viewed 59 51
APPENDIX
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 Global Websites Websites
iOS 69% 27% Android 22% 37% BlackBerry 6% 3% Other 3% 32%
Investis IQ Research .Investis | Why Mobile Matters | April 2013 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 Global Websites Websites 06-2010 1.8% 2.57% 07-2010 2.1% 2.86% 08-2010 2.3% 3.21% 09-2010 2.5% 3.5% 10-2010 2.6% 3.81% 11-2010 2.7% 4.02% 12-2010 4.0% 4.1% 01-2011 3.3% 4.3% 02-2011 3.5% 4.45% 03-2011 3.6% 4.7% 04-2011 4.2% 5.21% 05-2011 4.4% 5.75% 06-2011 4.4% 6.53% 07-2011 4.7% 7.02%
Investis IQ Research 53
APPENDIX
Corporate Global Websites Websites 08-2011 5.0% 7.12% 09-2011 5.5% 6.74% 10-2011 5.5% 6.55% 11-2011 5.4% 6.95% 12-2011 7.2% 8.04% 01-2012 7.8% 8.49% 02-2012 8.0% 8.53% 03-2012 8.1% 8.99% 04-2012 9.3% 9.58% 05-2012 9.2% 10.11% 06-2012 10.7% 10.4% 07-2012 10.8% 11.09% 08-2012 11.7% 11.78% 09-2012 11.4% 12.03% 10-2012 11.7% 12.3% 11-2012 12.6% 13.08% 12-2012 15.1% 14.55% 01-2013 15.9% 14.13%
Investis IQ Research .Investis | Why Mobile Matters | April 2013 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 24% DAX 30 20% OMXH25 12% FTSE MIB 8% S&P 100 27% IBEX 35 3% PSI 20 0%
Investis IQ Research Investis IQ Research 55
APPENDIX
Table 4
% of Index with Responsive Website
IQ Q1 2013 Review: Benchmarking of corporate websites of given indices.
Responsive Website
FTSE 100 7% DAX 30 27% OMXH25 12% FTSE MIB 10% S&P 100 12% IBEX 35 3% PSI 20 10%
Investis IQ Research .Investis | Why Mobile Matters | April 2013 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 iPad iPhone Android Web app App for (corporate/ or IR app Corporate Corporate Corporate more than consumer) or IR app or IR app or IR app one device or OS
FTSE 100 52% 31% 27% 8% 3% 3% 35% FTSE 250 29% 10% 9% 5% 1% 1% 19% DAX 30 70% 47% 47% 23% 17% 0% 57% MDAX 50 20% 2% 2% 0% 0% 0% 14% ATX 20 20% 5% 5% 5% 5% 0% 20% SMI 20 75% 25% 25% 0% 0% 0% 45% OMXH 25 44% 28% 28% 4% 4% 0% 12%
FTSE MIB 48% 35% 35% 10% 8% 0% 33% Investis IQ Research
Investis IQ Research 57
APPENDIX
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 All Device Visits Notes Visits
Number of Visits 5,750 36,142 Mobile: 15.9% of all visits
Page views 15,581 121,249 Mobile: 12.8% of all page views
Pages per visit 2.7 3.3 Mobile visitors view fewer pages
Avg. Visit Duration 2 m 03 s 2 m 41 s Mobile visits are shorter
Half of mobile visits end after just one Bounce Rate 50.9 44.9 page is viewed Number of first time visitors is similar % New Visits 60.6 61.1 across all devices
Investis IQ Research .Investis | Why Mobile Matters | April 2013 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 % of Mobile Page Views 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 Investis IQ Research
Investis IQ Research 59
APPENDIX
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
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