Malte Ubl: The Future of the Mobile Web | OMR Festival 2017 - Hamburg, Germany | #OMR17

[Music] extremely excited to be here today for online marketing Rock sauce what an awesome show now I am very much not a rock star I do not play an instrument and you absolutely positively do not want to ever hear me sing however I am

the owner of the internet domain rock stars ninja and I think that's the real reason why I was invited here today so give him the chance I thought I would talk about the topic that I find most exciting today which is reaching users on mobile now wherever you are if you're working campaigns landing pages your ecommerce your branding I think all of us are trying to connect with users in

mobile and in this quest user experiences is more important than ever before but it hasn't gotten easier being true multi device and more users coming online every single day things are not getting easier and I also know that there probably have been quite a few talks today talking about mobile probably literally all of them and so I should get a little more specific when we're are our users where are the mobile

users are they like in apps are they on the web are they in snapchat and Facebook we we have some pretty good data about this and it's quite interesting so it turns out mobile users spend most of their time in apps right however most of the growth is in mobile in fact since 2014 mobile web traffic has risen by 3x which is twice as fast as native apps

so given this awesome opportunity I want to talk about today how to create the right experience for these users on a mobile web now things aren't all very awesome there is a few challenges ahead and some stuff that really matters the first one I want to talk about is the speed matters now why doesn't matter one important data point 53% of users abandon a session if this page does not

load in under three seconds I heard the statistic that apparently man yields check their phone 150 times a day which I can not let me check my facebook so that's apparently a thing and so if you do something a hundred fifty times a day it cannot take a long time in fact what users expect is instant but that is not what they're getting user expectations

has evolved faster than technologies in fact what really happens is that most of our websites load in 19 seconds which is very very far away from from instant obviously and given that we actually know that for every one second of load time conversions drop by seven percent so there's amazing opportunity to get better here from 19 seconds speaking

about speak bandwidth is an important part of it so in some less developed markets in this world access to data can be very expensive and really difficult to come by and even here in Germany it's still pretty common that people have these capped data plans where you maybe have like 300 megabytes and you have to deal with it for four months not everyone is an unlimited LTE in fact in developing markets a megabyte can cost up to 5% of