TIME TO MOBILISE

Lots of interesting news over the past week, and there’s a recurring theme… mobile is King!

A Little More Than Ten Cents…

We start with some heavy financial stats from China, where investment holding company Tencent recorded a second quarter profit of 10.3 billion yuan ($1.6 billion/£1 billion) – nearly half of which was generated by online advertising revenue. Dig deeper into these figures and, as ZDNet reports, over half of that online advertising revenue came from mobile platforms.

Make sure you check out the story on ZDNet as there are lots of interesting points. Like the quote from Tencent CEO Ma Huateng that “Operationally, we made notable progress across our portfolio of mobile utilities, with our mobile security solution, browser, and app store moving into industry leadership positions.” And their plans to develop mobile versions of popular games like FIFA Online 3.

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YouTube Changing the Channel?

A few weeks ago we were talking about the big part that photo and video play on the app scene. We mentioned YouTube in passing as one of the big online success stories, but the household name has been a little quiet when it comes to app accessibility.

That looks like it’s about to change. According to a report on CNBC YouTube is well aware of the challenge it faces from mobile-dominating social platforms like Facebook and isn’t ignoring the fact that last year nearly half of its users were logging on via tablets and phones.

How does YouTube CEO Susan Wojcicki regard mobile growth? “Superimportant”.

We’ll be watching to see if YouTube starts to offer more for the mobile user. Don’t forget it’s a massive advertising platform.

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A Nation of App Users

Completing our round up of facts and figures this week are some stats from right here in the UK.

Communications regulator Ofcom has reported that 33% of UK internet users identify their smartphones as the most important device for going online, now surpassing laptops at 30%. With two thirds of UK adults owning smartphones that’s a huge audience to tap into. Yet there’s a feeling that this opportunity is not being taken up as it should be. Mobyaffiliates quote Mark Haviland – managing director at Rakuten Marketing, Europe – saying “It’s crucial that marketers respond to Ofcom’s research and change their approach to match how people are consuming the internet.”

Read more about the Ofcom report and what Haviland and others had to say about it at Mobyaffiliates.

Complementing this news – like a tasty starter from your favourite takeaway – was news from Just Eat, via this article on BusinessofApps. The food ordering and delivery service reported a 50% increase in pre-tax profits for the first half of 2015, with 60% of orders now coming via mobile devices and well over half of these being made directly from the Just Eat app.

WINDOW SHOPPING

It’s a bit like sales time at the big stores this week as we’ve been drawn to some colourful window dressing and some big and bold TV advertising… and more importantly some interesting stats to go with these.

Matt Lacey (@mrlacey) gave us a shout about some research he’s been doing on ASO for Windows and the results make for interesting reading. He took the icon for his demo PhoneBook app and tried it out in different colours from its usual distinctive pink.

Each colour was given a week on the store and the increase and decrease in downloads related to each colour is worth taking note of. Blue saw downloads increase by around 23%, followed closely by green. Red on the other hand saw downloads fall by about 19%. Other – more modest – increases were achieved with yellow and purple, while orange recorded a bit of a drop. The results in all their colourful glory are below – you can read Matt’s post here.

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So is this a psychological thing? Blue and green – colours of calm, of the sea and the earth – appealing to us more than aggressive red of stop sign and blood fame? Maybe this is why the big players – Facebook, Twitter, Instagram – choose blue; or maybe it’s because of them that we’re drawn to blue…

Bridge Building

Windows has been on our minds in other ways this past week too. Engadget reported that Microsoft had released an early look at its iOS bridge, which is designed to make it easier for developers to reuse already written code in new Windows apps.

As Engadget states in the article “…Microsoft needs more apps on Windows 10…”. We couldn’t agree more – in the past 10 days I’ve had my bank recommend I download their app, only to find that it’s not available on Windows, and had to explain to a friend that a well-known social app is not available on my phone. Hopefully the bridge will make Windows more accessible for developers and users alike.

From Windows to Screens

Other interesting news this week came from Quaid Media via mobyaffiliates.

It was reported that in the first half of 2015 the company booked 10 times as many TV advertising spots as it did in the whole of 2014. That’s 12,000 appearances in six months compared to last year’s 1,200.

Factors like reasonable pricing for campaigns and the ability to join up with digital campaigns are cited among the reasons for the increase.

We’ve watched app ads featuring well known celebrities and cinema quality animation and for us they’re proof that apps have been established as a mainstream industry.

hay day