During a Vivid Ideas event, Yahoo7’s director of product and audience, Caroline Casey presented the latest research on mobile trends and consumer insights. The key findings are: the only way to distract mobile users is through the power of Beyoncé and Kim Kardashian emojis are the future of personalisation.
The trends were backed by research from Yahoo’s mobile app analytics tool, Flurry. According to Yahoo7, there is 2.8 billion mobile devices worldwide, Yahoo’s app analytics tool is installed in two billion of those. According to Yahoo7, Flurry tracked 35 billion sessions in Australia last year and is used by 790,000 apps like Snapchat, Angry birds and Shazam.
“Flurry is informing all of those developers about what’s happening in the app, audience behaviours, how to reach a new audience,” Casey said during her presentation. “Mobile is one of the most personal advertising mediums. But one of the challenges is how do you get people’s attention once they’re engaged in mobile? What does it actually take to distract a mobile user from what they’re doing in their phone?”
Flurry data focused on the Super Bowl and the answer is Beyoncé! “The only thing that distracted the audiences during the Super Bowl was Beyoncé. No doubt everyone has got their eye on the TV and they’re watching the game, but they’re looking at additional things on their mobile- stats, apps, talking to their friends on social. But once the Half Time show started, phones go down because Beyoncé is on the screen and there’s lots of excitement.”
Mobile marketers need to get Beyoncé on board because she is the only thing powerful enough to distract people from their mobile obsession.
Casey continued to outline how personalisation of apps and the mobile experience has skyrocketed last year. “In 2015, Aussies made their mobiles much more personal- personalisation apps grew 289 per cent like emoticons, personalised keyboards, lock screens. Unsurprisingly Kim Kardashian’s Kimojis launched number one in the App store on the day of its release.
“This is a great example of a brand, Kim Kardashian, getting really close to her audience in the mobile experience and using it in a unique way. Kim’s fans are able to have her in their pocket, when they want express themselves they’re using her image.”
Casey is also one of the amazing 40 women who feature in B&T’s Women In Media magazine- click here to find out more.
“It’s really interesting to me how ‘hot’ personalisation is right now. Ten years ago, back in the Myspace days, people would personalise their Myspace like their bedroom. It’s really come full circle, people really want personalisation in their small screens because it’s with them all the time,” Casey told B&T afterwards.
“For example: when people go to the Yahoo homepage, all of that content is served up to the person- not because of who they are, but how they behave. It’s not demographic data because demographic data is assuming because you have a female in mid-40s they will be interested in certain things. But it’s not true. We look at behaviour, because that’s what you do.”
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]