William Gibson, author, 1999 2

Once upon a time…

Press, Magazines, and Retail The First Decade. Press, Magazines, and Retail

The Second Decade. TV and the PC

PC? Mobile? The ipad – is it a mobile device or a computer One thing that is certainly true is that people don’t engage with it in the same way as they do with a mobile. It’s much less personal than smartphones.

Since 1995, Gartner has used hype cycles to characterize the over-enthusiasm or "hype" and subsequent disappointment that typically happens with the introduction of new technologies.[2] Hype cycles also show how and when technologies move beyond the hype, offer practical benefits and become widely accepted.

Diffusion of Innovations Diffusion of Innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures. The concept was first studied by the French sociologist Gabriel Tarde (1890) and by German and Austriananthropologists such as Friedrich Ratzel and Leo Frobenius.[1] Its basic epidemiological or internal-influence form was formulated by H. Earl Pemberton,[2] who provided examples of institutional diffusion such as postage stamps and compulsory school laws. In 1962 Everett Rogers, a professor of rural sociology published Diffusion of Innovations. In the book, Rogers synthesized research from over 508 diffusion studies and produced a theory for the adoption of innovations among individuals and organization.

It’s about the consumer usage

23% of online time is spent on mobile devices Source: Comscore GSMA/MMM 107 minutes are spent online (UKOM Feb) 32 minutes on mobile (Comscore MMM) 139 minutes spent on the internet per day – 23% are spent on a mobile Yet mobile spend is only 1% of online Ensure that you have adequate, optimised content for the time users ‘could’ spend with you 12

P&G Commendation – 100k Downloads and counting! “I've got some good news... we've just completed the post campaign analysis for Pringoooals and the mobile element of the campaign absolutely stormed it! The brand shift study recorded some amazing results - record breaking for P&G even. This is great news as it massively opens the door for future mobile campaigns.” Liam Pook P&G Digital Planner - Starcom

“It’s easier to be repeatedly useful than repeatedly funny”