DigitalMarketingLab

2012 – 2015 Digital Predictions & Trends

If you thought digital has evolved rapidly over the past few years, you ain’t seen nothing yet. Over the next 4 – 5 years, digital innovation as well as spend is expected to sky-rocket. After reading countless prediction articles, this is a compilation of 22 forecasts and emerging trends which no major brand can afford to ignore. In particular more half of these are related to mobile – which demonstrates the impact it will have on the industry in the years to come.

Mobile & Tablet – Current Usage, Forecasts & Trends
1. Smartphone Penetration; In 2015 nearly 90% of all Australian mobile phone users will have a smartphone, up from just under 50% in 2011.
2. Tablet Usage; Gartner predicts tablet shipments worldwide will grow from 17.6 million in 2011 to an astounding 326.3 million in 2015. According to PWC one in every four Australian consumers will own a table computer by 2015 – which is higher than the global average which is anticipated to reach 15 – 20%.
3. Mobile Internet Overtakes Desktop Usage; Telsyte forecasts online publishers in Australia will have a larger smartphone audience than the computer-based online audience by 2015. The inflection point will occur sometime during 2014.
4. Mobile Gamification: By 2015, 70 per cent of global 2000 companies will have at least 1 gamified app.
5. App Downloads: IDC forecasts the number of annual mobile app downloads to increase from 10.7 billion in 2010 to nearly 183 billion by 2015.
6. Windows Marketshare; Windows Phone is forecast to reach 20% market share globally by 2015. Gartner/IDC said the big loser would be iOS and Android will only continue to grow reaching as high as 49% by 2015.
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Australian brands a no show at the mobile party

Only a few years ago, marketers and industry experts were waiting with baited breathe for the year of the mobile. But now it seems like a distant memory with mobile internet usage set to overtake desktop usage by 2013.

The only problem is, Australian brands have failed to turn up to the party – which shows that organisations still lack an emphasis on and investment in digital.

The mobile problem
According to a recent article featured on B&T, the single biggest challenge Google is facing over the next 12 months is the lack of Australian businesses with a mobile strategy.

“Australia is going mobile in a big way. In a recent study with Ipsos Research, Google found that Australia has the second highest Smartphone penetration in the world – ahead of the US, UK, and Japan. And the pace of change is revolutionary with over 20% of Australian internet searches now from mobile devices.”

The research also showed that;
• 49% of the people use their Smartphone to research and then call businesses
• 45% have visited a business they’ve found using their Smartphone.
• One in four had made a purchase using their mobile phone
• And one in five had searched for a house or apartment (although research we recently conducted at realestateVIEW.com.au revealed as many as 40% of home buyers use mobile as a primary or secondary device to search for property).
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