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SES London Day 2 – Keynote: Keeping Up With the Consumer #SESLon

12 February 2014 BY

Ian Carrington from Google kicked off day 2 of SES London 2014 by sharing some interesting facts about the consumers who are constantly connected to the internet and the expectation of needing to be connected where ever they are:

  • 28% of 3-4 year olds in the UK use a tablet
  • The average person in UK has more than 3 devices connected to the internet (this number is rising)
  • 1/3 of online grocery orders pre-christmas were from mobile – Tesco
  • 43% of all sales coming from mobile devices – Shop Direct Group
  • 3/4 of Christmas day traffic from mobile devices – John Lewis
  • 90% of mobile phones in Japan are waterproof

Tablet and mobile domination

Google’s plan is to ensure there are 5 billion people connected to the internet (mostly  by mobile devices)  by 2020.

Tablets only came out in 2010 and already we’re seeing big changes in the search and consumer market where companies are developing their marketing strategy specifically  for tablets.

Future of Knowledge Graph and Google Now

The next step for Google’s Knowledge Graph is the “Google Now” which is when Google will predict what a user needs before they even ask the question. Google also sees voice search integrated more in the future.

Multi Device Google Voice Search Demo

Ian Carrington demonstrated using voice search on a mobile device.  When a user searches for “Natural History Museum” and then uses voice search “What are the opening times”, Google will then connect this last search to the Natural History Museum and show the opening times.  Ian emphasised that not having a mobile optimised website was crazy in this digital age and retailers would miss out.

Tracking and Reaching Customers on Many Devices

It is essential to have a mobile website.  Businesses should use remarketing from Google AdWords and Search Remarketing in order to gain additional insight into their customers’ journeys.

Google Universal Analytics will aim to allow tracking via:

  • In-store device tracking
  • Phone calls
  • From apps
  • On the mobile web
  • Cross device

Carphone Warehouse is an interesting case study to show how mobile advertising works well for large brands.


Krystian Szastok is a Senior SEO Manager at JellyfishKrystian is passionate about everything digital, keeping fit, newest mobile phones (and tech generally) and constant self-development. When he’s not managing online campaigns and SEO processes he enjoys swimming, improving his productivity, juicing vegetables into tasty, healthy mixes and reading Terry Pratchett.

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