Yahoo’s mobile developers conference last week, unsurprisingly, left us with a detailed sketch of how people are actually using their smartphones.
It’s the least you’d expect from a mobile developer conference, really.
The data and insights have caused quite a stir, including some great write-ups and reviews like this one at the Next Web.
The most interesting part for us (and lots of other spectators it seems) was Simon Khalaf’s “State of Mobile” address.
As VP of Flurry Products, Yahoo’s analytics company, Khalaf is in a perfect position to tell us exactly what’s what with our collective mobile habits.
It turns out the second screen is dead. Mobile is now the first second and third screen. The ultra-screen. The app is now dominating over mobile browsers and weird 4am shopping sprees are more common than you might think.
The data goes on and on
With the huge scope of the creative and tech industries affected by the changes reflected in the data, it’s no real surprise that reactions have been equally as wide, and it’s clear once more how mobile has changed the world.
For one thing, The law of large numbers, Khalaf reminds us as several points, does not seem to apply to mobile. Tim Cook stated earlier in the year that this law no longer applied and nothing in Khalaf’s numbers does a thing to negate this point of view.
The law of large numbers has a slightly different meaning in financial circles than in mathematical ones. As Business Insider reminds us: “the intuitive tendency that it’s hard for a large company to keep growing at rapid rates has also been referred to as the law of large numbers.”
Figures of note
The figures present in the mobile data seem to ignore this trend. Triple-digit growth is common across the metrics Khalaf presents, and the rise of smartphone ownership means that many are still accelerating. This won’t go on forever, but its sustained acceleration is certainly noteworthy.
Also noteworthy is the fact that only 12% of mobile time is spent on browsers, apps eat up the overwhelming majority of user time.
Another notable event has been the death of the second screen. Ofcom reported earlier this year that time in front of the TV was in decline for the second year running. The rise of the phablet (or “large screened phone”) says Khalf means that mobile is fast becoming the first screen. So long, second screen!
Financial expectations for growth, mobile browsers and the second screen phenomonen are all blown out of the water by Khalaf’s presentation.