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What: Flurry has released its first-ever report analyzing mobile activity across Latin America just in time for the 2016 Rio Olympics. According to the report, Apple is losing market share and Android operating system are growing.
Why it matters: Brazil and Mexico make up 55% of all sessions over the last year probably because of the size of each country’s population, maturity of economy and GDP, and users’ access to high speed data connectivity.

descarga (7)With the 2016 Rio Olympics approaching, Flurry has released its first-ever report analyzing mobile activity across Latin America.

Though the region has been slower to adopt mobile apps in years past, largely a result of limited high-speed data connectivity, this study dives into YoY growth (2015 vs. 2016) in both smartphone adoption and mobile app engagement.

As Rio takes the global stage, we have no doubt that all eyes, in and out of Latin America, will be on their smartphones.

The Flurry SDK resides in 22,700 apps developed by 5,411 companies based in Latin America, across 252 million devices. Flurry sees 25 billion sessions every month in the region.

Apple Loses Market Share, While Device Count Sees Double Digit Growth

As more Latin American users gain access to smartphones, in order to understand which device manufacturers were winning market share in the region the report tracked 10% year-over-year growth in active devices between June 2015 and June 2016; from 230 million to 252 million.

While smartphone device adoption may differ in LATAM from the rest of the world, users in the region are finding similar value in the apps they use.

While some estimate device penetration to be around 180 million devices, we measured 70 million more active devices in the region in June 2016. When broken down by manufacturer, Samsung gained 6% market share between 2015 and 2016, for a total of 45% of all active devices. Apple’s market share declined by 8% between 2015 and 2016 going from 22% of active devices to only 14% in 2016. Interestingly enough, Motorola maintained its market share at 15% and now holds the number two position in the region.

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The growth and dominance of Android devices provides great opportunity for Hauwei and other hardware players trying to expand into the United States and the Americas.

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Latin America is following global trends of phablet adoption, with phablets taking share from all device form factors between June 2015 and June 2016. Where LATAM differs from global trends is the permanence of small phones. Although the number of active small phones dropped 3% YoY, the percentage of small phones in the region exceeds global benchmarks and trends. This is indicative of the lifecycle and maturity of the marketplace, with users just beginning to adopt larger and more recently released smartphones.

Brazil and Mexico Account For More Than Half of All Sessions

image (2)

While the top 8 countries driving sessions mirror the top most populous countries in the region, we found that Brazil and Mexico make up 55% of all sessions over the last year.

This can likely be tied to size of each country’s population, maturity of economy and GDP, and users’ access to high speed data connectivity. This is a key measure to keep in mind for developers looking to invest in the region and where they should allocate resources when looking to drive adoption of their products.

The Dominican Republic (690M sessions) and Bolivia (538M sessions), while not ranking in the top 10 countries for sessions, had the highest year-over-year growth in session activity, with 116% and 155% respectively.

Top App Categories Mirror Global Trends; Opportunities Galore for Devs

While smartphone device adoption may differ in LATAM from the rest of the world, users in the region are finding similar value in the apps they use. We broke down sessions by category to identify the top app categories for Latin American users:

The prevalence of Android devices is why Utilities/Productivity and Personalization apps are so popular in the region. All other categories mirror the growth and trajectory of other regions as users adopted smartphones and fully integrated them into their daily lives. Latin America presents the rare opportunity to introduce product experiences to a user for the first time. As connectivity in the region explodes and more users integrate apps into their lives, 2016 is an ideal time for app developers to make their mark in Latin America.

What: Macy’s is making adjustments to its business model and marketing organization  to evolve with customers who are increasingly changing the way they shop across stores, desktops, tablets and smartphones. As part of the realignment of the organization, Maria Cristina Rios, Director of Multicultural Media Strategy will shift to the role of Director, Consumer Segments – Multicultural.The responsibility of multicultural media strategy will shift to Linda Tran, Director of Magazine & Multicultural Media Strategy.
Why it matters: These changes include merchandising and marketing restructuring to reflect a single omnichannel view of the business. As well as  in-store and field organization adjustments supporting M.O.M. strategies.Workforce will be increased in some functions and locations.Oversall, the adjustments are expected  to generate savings of approximately US$140 million per year, beginning in 2015.

5c17fc87efe78e79be51dbbdbc71976a_400x400Macy’s, Inc. has announced a series of initiatives to evolve its business model and invest in continued growth opportunities as consumers change the way they shop.
Actions include a restructuring of merchandising and marketing functions at Macy’s and Bloomingdale’s consistent with the company’s omnichannel approach to retailing, as well as a series of adjustments to its field and store operations to increase productivity and efficiency. As part of the realignment of the organization, Maria Cristina Rios, Director of Multicultural Media Strategy will shift to the role of  Director, Consumer Segments – Multicultural. Her role will solely focus on creating strategies to retain and attract new multicultural customers and will report into Customer Analytics.The responsibility of multicultural media strategy will shift to Linda Tran, Director of Magazine & Multicultural Media Strategy. Tamara Weston, National Multicultural Marketing Manager, will stay in media in her current role and will now report to Linda Tran as a part of the new structure effective as of February 9.

Restructuring in Merchandising/Marketing

Both Macy’s and Bloomingdale’s are restructuring their respective central merchandising and marketing functions so each brand can develop and present its assortments seamlessly across channels and provide a single omnichannel view in all product categories. Going forward, one unified merchandising and marketing organization – a hybrid of store and online buying – will support the entire Macy’s business to encourage both store and digital growth. The same is true at Bloomingdale’s.

These changes support continued growth and an enhanced shopping experience online and via mobile, as well as in stores.

Simultaneously, Macy’s will make selected changes to its merchandising-related functions in local districts (administrative grouping of Macy’s stores) around the country. The company will discontinue district planner positions and reinvest in new regional teams devoted to specific themes of merchandise localization. These changes in merchandising and marketing are expected to affect approximately 115 associates in Macy’s and Bloomingdale’s central offices in New York City, as well as about 150 associates in local markets nationwide.

Adjustments in Stores/Field

An average of two to three associates will be affected in each of Macy’s and Bloomingdale’s approximately 830 stores (out of an average workforce of approximately 150 associates in each store), for a total of about 2,200 affected associates nationwide. The company is working to place as many affected associates as possible in other open positions.

Also, two existing Macy’s stores districts are being merged into nearby districts – thus reducing the ongoing number of stores districts to 58 from the current 60.

With the changes announced, Macy’s, Inc. will be increasing its workforce in some functions and locations while decreasing in others. In total, the Macy’s, Inc. workforce is expected to remain at a level of approximately 175,000 associates.

“Our business is rapidly evolving in response to changes in the way customers are shopping across stores, desktops, tablets and smartphones,” said Terry J. Lundgren, Macy’s chairman and chief executive officer.“Macy’s, Inc. has benefitted in recent years by having invested early and aggressively in our M.O.M. strategies (My Macy’s localization, Omnichannel integration and Magic Selling customer engagement). This has included talent, technology, omnichannel infrastructure and fulfillment capability.We remain committed to M.O.M. as our strategic roadmap.,” added Lundgren.

Our business is rapidly evolving in response to changes in the way customers are shopping across stores, desktops, tablets and smartphones

Growth Investments Planned for 2015

The company will reinvest savings from merchandising, marketing, store and field initiatives. Plans include:

  • Creating a team within the company to explore potential opportunities for a Macy’s off-price business. Continue progress in digital retailing, including further developing the technology, speed and customer experience of macys.com and bloomingdales.com as they are accessed via desktop, smartphones, tablets and apps.
  • Advancements in business systems and information technology.
  • Increasing direct-to-consumer fulfillment capacity in every Macy’s and Bloomingdale’s store and at the five existing dedicated fulfillment centers located in Arizona, California, Connecticut, Tennessee and West Virginia. In addition, as many as 1,500 new year-round and seasonal associates will be hired this year at a new 1.3 million-square-foot direct-to-consumer fulfillment center now being built in Tulsa County, OK.
  • New stores to be opened in fall 2015, including a Macy’s in Ponce, PR, which will employ about 275 associates, as well as a new Bloomingdale’s in Honolulu, with an expected workforce of 250 associates.

Store Closings/Openings

descargaMacy’s, Inc. also detailed a series of adjustments to its portfolio of stores across the country.

  • A three-story Bloomingdale’s of 150,000 square feet will be added in an expansion of Westfield Valley Fair Shopping Center in San Jose, CA. The store is expected to open in fall 2017 and employ an estimated 250 associates.
  • Macy’s will build a new 155,000-square-foot store on two levels to replace its existing 136,000-square-foot Westfield Century City location in Los Angeles, CA, expected to open in November 2016.
  • New Macy’s stores will be opening in: o Plaza Del Caribe, Ponce, PR (150,000 square feet; to open in fall 2015; approximately 275 associates); o Ka Makana Ali’i, Kapolei, HI (103,000 square feet; to open in fall 2016; approximately 180 associates).o Mall at Miami Worldcenter, Miami, FL (195,000 square feet; to open in fall 2017; approximately150 associates).
  • New Bloomingdale’s stores will be opening in: o Ala Moana, Honolulu, HI (167,000 square feet; to open in fall 2015; approximately 250 associates); o Mall at Miami Worldcenter, Miami, FL (120,000 square feet; to open in fall 2017; approximately 225 associates).
  • New Macy’s and Bloomingdale’s stores are planned to open in Al Maryah Central in Abu Dhabi, United Arab Emirates, in 2018 under license agreements with Al Tayer Group.
  • The company is also closing almost 14 Macy’s stores , being closed account for approximately US $130 million in annual sales, some ofwhich is expected to be retained in nearby stores and with online/mobile sales.Associates displaced by store closings may be offered positions in nearby stores where possible.

“In 2014, about US$1 billion of Macy’s and Bloomingdale’s directto-customer shipments originated from Macy’s and Bloomingdale’s stores. Moreover, our process for Buy Online Pickup in Store has established a new dimension in customer access and convenience,” Lundgren said. “We continue to maintain a very strong nationwide network of stores through an ongoing process of selectively adding new locations while also trimming those that no longer meet our performance requirements.”

Financial Impact

The changes announced are estimated to generate savings of approximately US$140 million per year, beginning in 2015. The company expects to reinvest savings into technology and growth initiatives, including those described above, as well as to offset higher expense expected in health care and retirement plans.

Macy’s, Inc., with corporate offices in Cincinnati and New York, is one of the nation’s premier retailers, with fiscal 2013 sales of US $27.931 billion. The company operates about 840 stores in 45 states, the District ofColumbia, Guam and Puerto Rico under the names of Macy’s and Bloomingdale’s, as well as the macys.com andbloomingdales.com websites.

What: Blogalicious , a community of multi-cultural digital influencers and publishers, has partnered with mobile software and advertising technology firm PadSquad for Multi-Cultural bloggers to maximize their mobile experiences.
Why it matters: PadSquad will use its  mobile software to create mobile-friendly versions of Blogalicious publisher websites, while connecting brand advertisers to their mobile audiences.This move comes at a time when smartphone adoption in the U.S.  has been experiencing a 9% growth ,out of which Hispanics represent  77%.

blogalicious-logo2Blogalicious, a community of multi-cultural digital influencers and publishers, has announced a strategic partnership with mobile software and advertising technology firm PadSquad.

Through this partnership, PadSquad will use its proprietary mobile software to create mobile-friendly versions of Blogalicious publisher websites, while connecting brand advertisers to their mobile audiences. The partnership will kick off at the sixth annual Blogalicious Weekend in San Antonio, Texas on November 6-8, 2014 with live demonstrations and a panel discussion including PadSquad’s CEO & Founder, Daniel Meehan.

Blogalicious’ B-Link Marketing Network brings together almost 700 digital publishers made up of African-American, Latina, Asian-American and Caucasian influencers. In the past few years, this community has witnessed how their audiences, which use mobile devices as they browse their sites, have exploded in growth.

“Many of our multi-cultural bloggers and publishers have mega followings and are very active on social media. Since mobile, social, and blogging are all so interconnected, it really made sense to offer our network a solution to help grow their business by leveraging their huge mobile audiences that already exist. PadSquad’s mobile publishing software has proven to be super easy to use, will help them drive more mobile revenue, and gets our network into mobile publishing very quickly,” comments Stacey Ferguson, Chief Curator of Blogalicious and owner of JusticeFergie.com.

“There are so many advertisers saying similar things in similar places. We are tremendously excited about the partnership with Blogalicious because it’s a perfect match between influential multi-cultural publishers, content that connects to deeply passionate and tech savvy audiences, using leading mobile technology. This is a huge opportunity for brands who are committed to making an impact on mobile in the multi-cultural market, ” PadSquad CEO & Founder, Daniel Meehan, states.

Hispanic multicultural consumer

Smartphone ownership grew to 68 percent between November and January 2014, up 9 percent from the start of 2013 and Multicultural consumers have led the growth in smartphone penetration, as they’re adopting smartphones at a higher rate than the U.S. average, Nielsen reported.

Hispanics are ahead of the curve in adopting digital devices, including smartphones, as over three-quarters (77%) of Latinos in the U.S. use smartphones.

Hispanics are ahead of the curve in adopting digital devices.Over three-quarters (77%) of Latinos in the U.S. use smartphones.

This segment, which represents 47 million traditional TV viewers in the U.S., has rapidly adopted multiple-screens into their daily video viewing routines. Hispanics watch more hours of videos online (6:41) and on their mobile phones (5:48) than the average American(8:21 and 6:22 respectively.)

Digital-consumer-hispanics

 

 

What: According to Comscore, Yahoo has expanded its mobile audience reach, ranking as the second largest web property reached by Smartphones last February in the United States.
Why it matters:Google Sites ranked as the top mobile media property, while Facebook was the top individual app reaching 75.7 percent of the audience .

Photo: Daniel-Y-Go-Licensed-CC
Photo: Daniel-Y-Go-Licensed-CC

According to comScore, Inc. latest data from comScore MobiLens® and Mobile Metrix® February 2014,Yahoo has considerably spread out its mobile reach,positioning as 2nd Smartphone web property. Google Sites remained as the top mobile media property, while Facebook was the top individual app.

Data also reveals that Apple ranked as the top smartphone manufacturer with 41.3 percent OEM market share, while Google Android led as the #1 smartphone platform with 52.1 percent platform market share.

 

Top Smartphone Properties & Apps

  • Google Sites ranked as the top web property on smartphones, reaching 89 percent of the mobile media audience (mobile browsing and app usage)
  • Yahoo Sites followed with 85.7 percent
  •  Facebook came in 3rd with 85 percent
  • Amazon Sites 4th with 64.9 percent

It is interesting to notice that Facebook has reached 75.7 percent of the app audience ranking as the top smartphone app.

Top 15 properties

% Reach

Top 15 Apps

% Reach

Smartphone Browsing + App Audience

100.0%

Smartphone App Audience

100.0%

1

Google Sites

89.0%

Facebook (Mobile App)

75.7%

2

Yahoo Sites

85.7%

Google Play(Mobile App)

52.1%

3

Facebook

85.0%

Google Search(Mobile App)

49.8%

4

Amazon Sites

64.9%

Youtube(Mobile App)

48.4%

5

AOL,Inc.

54.1%

Pandora Radio(Mobile App)

45.0%

6

Apple Inc.

51.0%

Apple App Suite(Mobile App)

44.8%

7

Mcrosoft Sites

48.1%

Gmail(Mobile App)

42.9%

8

Turner Digital

45.6%

Google Maps(Mobile App)

41.3%

9

Pandora.com

45.3%

Yahoo Stocks(Mobile App)

29.5%

10

Wikimedia Foundation Sites

42.1%

Instangram(Mobile App)

28.1%

11

eBay

35.5%

Yahoo Weather Widget(Mobile App)

26.3%

12

CBS Interactive

35.2%

Apple Maps(Mobile App)

24.9%

13

Glam Media

34.0%

Facebook Messenger(Mobile App)

24.1%

14

Weather Company, The

33.9%

Twitter(Mobile App)

22.7%

15

Ganett Sites

31.6%

The Weather Channel(Mobile App)

21.0%

Top 15 Smartphone Properties & Apps.February 2014.Total US Smartphone Mobile Media Users, Age 18+ (iOS and Android Platforms)
Source: comScore Mobile Metrix

Additional results

Smartphone OEM Market Share

163.2 million people in the US owned smartphones (68.2 percent mobile market penetration) during the three months ending in February, up 7 percent since November:

  •  Apple ranked as 1st OEM with 41.3 percent of U.S. smartphone subscribers (up 0.1 percentage points from November)
  •  Samsung ranked second with 27 percent market share (up 1 percentage point)
  •  LG followed with 6.8 percent (up 0.3 percentage points)
  •  Motorola came in 4th with 6.3 percent
  •  HTC 5th  with 5.4 percent.

Share(%) of Smartphones Subscribers

Share(%) of Smartphones Subscribers

Share(%) of Smartphones Subscribers

Nov-13

Feb-13

Point Change

Total Smartphone subscribers

100.0%

100.0%

N/A

Apple

42.1%

41.3%

0.1

Samsung

26.6%

27.0%

1.0

LG

6.5%

6.8%

0.3

Motorola

6.7%

6.3%

-0.4

HTC

6.4%

5.4%

-1.O

Top Smartphone OEMs.3 Month Avg. Ending Feb. 2014 vs. 3 Month Avg. Ending Nov. 2013.Total U.S. Smartphone Subscribers Age 13+
Source: comScore MobiLens

Smartphone Platform Market Share

  • Android ranked as the top smartphone platform in February with 52.1 percent market share (up 0.2 percentage points from November)
  •  Apple 2nd with 41.3 percent (up 0.1 percentage points)
  • BlackBerry 3rd with 2.9 percent
  • Microsoft followed  with 3.4 percent (up 0.3 percentage points)
  •  Symbian 5th  with 0.2 percent.

Share(%) of Smartphones Subscribers

Share(%) of Smartphones Subscribers

Share(%) of Smartphones Subscribers

Nov-13

Feb-13

Point Change

Total Smartphone subscribers

100.0%

100.0%

N/A

Android

51.9%

52.1%

0.2

Apple

41.2%

41.3%

0.1

Blackberry

3.5%

2.9%

-0.6

Microsoft

3.1%

3.4%

0.3

Symbian

0.2%

0.2%

0.0

Top Smartphone Platforms.3 Month Avg. Ending Feb. 2014 vs. 3 Month Avg. Ending Nov. 2013
Total U.S. Smartphone Subscribers Age 13+.Source: comScore MobiLens
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