Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 1
Smart Mobile
How mobility permeates our lives
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 2
Tablet’s projected 5 year growth rate eclipses all ot...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 3
What does this tiny device even mean?
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 4
The 4 C’s:
Digital
Connective
Consciousness
CultureCo...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 5
Cousins
• Hyperactive
• Fun but glad to
take a break
...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 6
Previously, usage spiked at specific points in time, ...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 7
Now, convenience of multiple devices allows consumers...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 8
Creating continuous usage, allowing for greater
acces...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 9
Each device fills gaps & needs
% most typically use d...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 10
MULTI-TASKING
ON DIGITAL
DEVICES:
It's happening...
...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 11
TV watching has always been about community and conn...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 12
... we've always been about "crossed experiences"
SO...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 13
From 2011, we’ve seen an increase in multi-tasker
I ...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 14
In fact, 1/2 mobile multitask while watching TV dail...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 15
Email is more a PC activity and IM is more mobile ba...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 16
There’s a lot of content activity with ~40% searchin...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 17
There's a definite need to optimize mobile sites
XX
...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 18
MULTI-TASKING ON
DIGITAL DEVICES:
It's happening... ...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 19
The Digital Extension
SOURCE: Y! Yodeler's Panel | A...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 20
There’s a growing daily trend of sports content cons...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 21
Similar to 2011, sports multi-tasking continues to b...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 22
Fact finding missions are also popular when it
comes...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 23
MULTI-TASKING ON
DIGITAL DEVICES:
It's happening... ...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 24
The Super Bowl was 1/5 commercial content
2013 Super...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 25
-0.21
-0.11
-0.01
0.09
0.19
0.29
0.39
0.49
3:30PM
3:...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 26
-8%
2%
12%
22%
32%
3:30PM
3:35PM
3:40PM
3:45PM
3:50P...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 27
1-2PM 2-3PM 3-4PM 4-5PM 5-6PM 6-7PM 7-8PM 8-9PM
153%...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 28
What did they search?
Increase in search volume for ...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 29
SMART MOBILE
How mobility
influences
category shoppi...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 30
Shoppers are behaving in new ways
Instant informatio...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 31
43% of tablet owners
believe their tablet is
critica...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 32
+145%
+103%
+180% +62% +108%
+93%
2012
34M
20M
26M
2...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 33
+104%
+135%
+100%
Clothing, Apparel, &
Fashion Acces...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 34
2012
Finance Entertainment
items & content
Home
Impr...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 35
Clothing, Apparel, &
Fashion Accessories
Beauty &
Pe...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 36
+9%
-11%
-5% -13% -8%
-23%
95M 97M
83M 85M
2012
2010...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 37
-16%
-9%
-19%
Clothing, Apparel, &
Fashion Accessori...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 3838
Mobile shopping is omnipresent. Always on always g...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 39
While mobile shopping is on-the-go, it really starts...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 40
88%
75%
82%
77%
Also used a pc to <category> shop
Go...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 41
MOBILE TABLET
Disappointed companies don't have opti...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 42
MOBILE TABLET
Used a map to navigate 52% 50%
Took/se...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 43
GATHER MORE INFO
Mobile Tablet PC
55% 68% 71%
NARROW...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 44
Mobile Tablet
ENTERTAINMENT
CASUAL DINING
BEAUTY & P...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 45
Mobile Tablet
HOME IMPROVEMENT
INVESTMENT
INSURANCE
...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 46
ENTERTAINING
BOLD
UP TO DATE VALUE
INTERACTIVE
FUNCT...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 47
Auto Apparel/Fashion
Beauty/Personal Care Consumer E...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 4848
Categories elicit different ad tactics
Mobile/Tabl...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 49
SOURCE: Various Y! Case Studies" Social Features, In...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 50
Meet the consumer where they want to be met, on the ...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 51
Meet the consumer where they want to be met, on the ...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 52
Meet the consumer where they want to be met, on the ...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 53
Meet the consumer where they want to be met, on the ...
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 54
Smart Mobile
Thank You!
edwinw@yahoo-inc.com
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K8 - Smart Mobile from Edwin Wong at Yahoo!

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Presentation from Edwin Wong, Senior Director of Product & Media Insights at Yahoo! on how mobility permeates our lives, as delivered at Kenshoo's global client summit K8 on September 9th, 2013.

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K8 - Smart Mobile from Edwin Wong at Yahoo!

  1. 1. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 1 Smart Mobile How mobility permeates our lives
  2. 2. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 2 Tablet’s projected 5 year growth rate eclipses all other devices Tablet’s projected unit sales from release year (global) Year 5Year 2 Year 3 Year 4 In millions: Year 1 100200300400 Source: Morgan Stanley Research, Gartner, IDC company reports (Feb 2011)
  3. 3. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 3 What does this tiny device even mean?
  4. 4. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 4 The 4 C’s: Digital Connective Consciousness CultureContentCommunityCommunications+ + + =
  5. 5. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 5 Cousins • Hyperactive • Fun but glad to take a break Younger sibling/teenager • Cute and useful • Always tags along; constantly growing and surprising Grandparents • Started the whole tech family; always comes back; mostly used for background noise Parental figure • Powerhouse • Handles the heavy, but staid Cool older sibling • Cutting edge, powerful and enticing • Always has neat tricks up his sleeve
  6. 6. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 6 Previously, usage spiked at specific points in time, leaving gaps for “Life” Source: Tablet Universe: Consumption Across Devices | August 2012 An ebb and flow of usage, leaving both small and wide gaps throughout the day TIME Television Laptop Desktop Smartphone
  7. 7. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 7 Now, convenience of multiple devices allows consumers to fill in the gaps Source: Tablet Universe: Consumption Across Devices | August 2012 Consumers no longer access single devices at specific points in time for specific activities or occasions. TIME
  8. 8. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 8 Creating continuous usage, allowing for greater accessibility, connectivity, and efficiency Source: Tablet Universe: Consumption Across Devices | August 2012 Technology is used continuously throughout the day – leaving no gaps in time TIME
  9. 9. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 9 Each device fills gaps & needs % most typically use device while in the following situations… Source: Tablet Universe: Consumption Across Devices | August 2012 Multitasking at home (i.e. in conjunction with something else) Winding down at home (i.e. relaxing/before bed) Filling in the gaps at home (i.e. while roaming around the house) Getting things done (i.e. specific tasks) Filling in the gaps on the go (i.e. while traveling, waiting on others, out-of-home ‘me-time’) Navigating the moment (i.e. out running errands, need last minute info, location-based) Communal activity (i.e. social settings, with family/others, family activities) Getting the day started (i.e. when waking up, before work) 61 61 46 38 33 26 25 21 43 38 39 36 45 44 35 33 56 54 47 66 21 24 18 30
  10. 10. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 10 MULTI-TASKING ON DIGITAL DEVICES: It's happening... a lot
  11. 11. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 11 TV watching has always been about community and connection... SOURCE: Yahoo! Razorfish Mobile TV Multi Tasking | October 2011
  12. 12. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 12 ... we've always been about "crossed experiences" SOURCE: Yahoo! Razorfish Mobile TV Multi Tasking | October 2011
  13. 13. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 13 From 2011, we’ve seen an increase in multi-tasker I multi-task on the following devices… Source: Yahoo! Multi-tasking Study | July 2013 Total Mobile Internet Users 18-64, Total Tablet Users 18-64 122MM mobile internet users: • 80% multi-task • 98million 131MM mobile internet users: • 81%multi-task • 106million 27.8MM Tablet users: • 94% multi-task • 26million 48.8MM Tablet users: • 85% multi-task • 42million
  14. 14. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 14 In fact, 1/2 mobile multitask while watching TV daily, with 1/3 checking in 2+ times Source: Yahoo! Multi-tasking Study | July 2013 Q: How often do you use any of the following devices while watching TV at home? Q: Which of the following best describes when/how you typically multitask using tech devices while watching TV? I mobile multitask while watching TV...What am I usually doing…? 49% 63% 21% 22% 2011 2013 At least once a week Everyday I multitask while watching TV 94% 60% Communication Content
  15. 15. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 15 Email is more a PC activity and IM is more mobile based When I multitask I do a communications activity, such as… Source: Yahoo! Multi-tasking Study | July 2013 MULTI2. You mentioned that you use the following devices while watching TV at home. Which of the following, if any, do you do on these devices while watching TV at home? Please select all that apply for each device. Base: Use Device While Watching TV Once a Month +; Laptop or Desktop Computer n=1604, Smartphone /Web-enabled mobile phone n=868 Tablet n=411 76% 54% 28% 24% Check & Send email Update & view social networks IM Discussion boards & chat rooms Laptop & Desktop Mobile Tablet
  16. 16. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 16 There’s a lot of content activity with ~40% searching for related commercial content Source: Yahoo! Multi-tasking Study | July 2013 MULTI2. You mentioned that you use the following devices while watching TV at home. Which of the following, if any, do you do on these devices while watching TV at home? Please select all that apply for each device. Base: Use Device While Watching TV Once a Month +; Laptop or Desktop Computer n=1604, Smartphone /Web-enabled mobile phone n=868 Tablet n=411 63% 48% 49% 39% 46% 44% 38% Laptop & Desktop Mobile Tablet Surf Internet for non related content Surf Internet for related content Play online games Search for info related to commercial Watch videos Read news Do work-or school-related activities When I multitask I do a content activity, such as…
  17. 17. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 17 There's a definite need to optimize mobile sites XX 52% of consumers are disappointed when companies do not have specialized sites for their mobile Internet browser CONSUMER MARKETER 75% of companies have no clear mobile strategy
  18. 18. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 18 MULTI-TASKING ON DIGITAL DEVICES: It's happening... a lot BIG EVENTS How mobility extends water cooler moments
  19. 19. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 19 The Digital Extension SOURCE: Y! Yodeler's Panel | Academy Awards | March 2012 n = Total Sample (n = 2,535) 24% got info about an Oscar-nominated movie THE PRE-SHOW 19% got info on Oscar nominated actors or actresses THE LIVE SHOW 24% looked for monologues, performances & opening numbers while watching the show live THE AFTER PARTY 46% looked at best and worst dressed pictures 38% wanted Oscar results 36% read Oscar articles online after the live show 22% got to a photo, read an article, or watched a video about the Oscars from their friends social media wall
  20. 20. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 20 There’s a growing daily trend of sports content consumption on mobile devices 2013 MULTI13 and 2011MOB4: Now please think about sports in general. How often do you check or read sports-related content such as news, scores, stats or results, etc. via your mobile device? Base: Mobile phone/Smartphone owners, 2013 n=1320; 2011 n=1745 Frequency of checking & reading sports related content on mobile devices 18% 22% 15% 26% 33% 48% 2011 2013 Daily Once to a few times a week 2011 2012
  21. 21. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 21 Similar to 2011, sports multi-tasking continues to be more content driven MULTI12. Which of the following, if any, do you typically do while watching sporting events on TV? Base: Web-Enabled Mobile Phone/Smartphone Owners who multi-task with sports TV shows and check Sports-Related Content via their Mobile Device at least Weekly (n=1498) When watching sports, I multi-task by doing the following… 78% 49% 44% 39% 33% 24% 22% 20% 65% 46% 26% 28% 25% Look for the latest scores of other games/events Look for schedules of other games/events Look for team and player information/stats Look for top sports headlines/sports-related articles Look for sports online-video content Look for sports-related images/photos Read/Write blog posts Text someone about the sporting event Email someone about the sporting event Talk smack with other fans online IM someone about the sporting event Content Communicate
  22. 22. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 22 Fact finding missions are also popular when it comes to sports MULTI12. Which of the following, if any, do you typically do while watching sporting events on TV? Base: Web-Enabled Mobile Phone/Smartphone Owners who multi-task with sports TV shows and check Sports-Related Content via their Mobile Device at least Weekly (n=1498) When watching sports, I multi-task by doing the following… 51% 35% 21% 15% 15% 55% 29% 27% 23% 13% 16% Posted or updated social networking sites Posted a message or discussion boards Posted images on a photo sharing site Posted related video content onto a video site Fact-check something someone I know said Fact-check something the announcer said Check & manage my fantasy team(s) Make a sports related purchase Something else sports related Share Other
  23. 23. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 23 MULTI-TASKING ON DIGITAL DEVICES: It's happening... a lot OUR SUPER BOWL CASE STUDY
  24. 24. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 24 The Super Bowl was 1/5 commercial content 2013 Super Bowl: Sunday Feb 03, 2013, between 3:30-7:30 hrs PST Control dates: Same time & day after (2/10) Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data TV Commercial data sourced from Nielsen -20% -10% 0% 10% 20% 30% 40% 3:30PM 3:35PM 3:40PM 3:45PM 3:50PM 3:55PM 4:00PM 4:05PM 4:10PM 4:15PM 4:20PM 4:25PM 4:30PM 4:35PM 4:40PM 4:45PM 4:50PM 4:55PM 5:00PM 5:05PM 5:10PM 5:15PM 5:20PM 5:25PM 5:30PM 5:35PM 5:40PM 5:45PM 5:50PM 5:55PM 6:00PM 6:05PM 6:10PM 6:15PM 6:20PM 6:25PM 6:30PM 6:35PM 6:40PM 6:45PM 6:50PM 6:55PM 7:00PM 7:05PM 7:10PM 7:15PM 7:20PM 7:25PM 7:30PM Time (by 5min slot) 2013 Super Bowl (Main game: 3:30pm – 7:30pm, PST) Blck out 1Q Starts 2Q Starts 3Q Starts 4Q StartsHalf-Time Break Game End TV Ad Breaks
  25. 25. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 25 -0.21 -0.11 -0.01 0.09 0.19 0.29 0.39 0.49 3:30PM 3:35PM 3:40PM 3:45PM 3:50PM 3:55PM 4:00PM 4:05PM 4:10PM 4:15PM 4:20PM 4:25PM 4:30PM 4:35PM 4:40PM 4:45PM 4:50PM 4:55PM 5:00PM 5:05PM 5:10PM 5:15PM 5:20PM 5:25PM 5:30PM 5:35PM 5:40PM 5:45PM 5:50PM 5:55PM 6:00PM 6:05PM 6:10PM 6:15PM 6:20PM 6:25PM 6:30PM 6:35PM 6:40PM 6:45PM 6:50PM 6:55PM 7:00PM 7:05PM 7:10PM 7:15PM 7:20PM 7:25PM 7:30PM 4.25 4.35 4.45 4.55 4.65 4.75 4.85 4.95 Traffic spikes occur during weak play & ads Time (by 5min slot) 2013 Super Bowl (Main game: 3:30pm – 7:30pm, PST) TV Ad Breaks PVs/UU PVs/User TD (49ers) Tide Chrysler Kia 49ers continue to play weaklyNearing the end of the Blackout period End of Halftime Show Taco Bell Volks- wagen End of 1Q Go Daddy End of 2Q TD (49ers) Game resumes after blackout Beyoncé/ Destiny’s Child Halftime Show TD (Ravens) 1st TD (Ravens)
  26. 26. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 26 -8% 2% 12% 22% 32% 3:30PM 3:35PM 3:40PM 3:45PM 3:50PM 3:55PM 4:00PM 4:05PM 4:10PM 4:15PM 4:20PM 4:25PM 4:30PM 4:35PM 4:40PM 4:45PM 4:50PM 4:55PM 5:00PM 5:05PM 5:10PM 5:15PM 5:20PM 5:25PM 5:30PM 5:35PM 5:40PM 5:45PM 5:50PM 5:55PM 6:00PM 6:05PM 6:10PM 6:15PM 6:20PM 6:25PM 6:30PM 6:35PM 6:40PM 6:45PM 6:50PM 6:55PM 7:00PM 7:05PM 7:10PM 7:15PM 7:20PM 7:25PM 7:30PM 7:35PM 7:40PM 7:45PM 7:50PM 7:55PM 8:00PM 1.25 1.27 1.29 1.31 1.33 1.35 The Super Bowl was 1/5 commercial content 2013 Super Bowl: Sunday Feb 03, 2013, between 3:30-7:30 hrs PST Control dates: Same time & day after (2/10) Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data TV Commercial data sourced from Nielsen Time (by 5min slot) 2013 Super Bowl (Main game: 3:30pm – 7:30pm, PST) End of 1Q End of Show Spike Nearing the end of the Blackout period Beyoncé/ Destiny’s Child Halftime Show Increase in Mobile Uniques by Yahoo! Property PC PVs/UU Mobile PVs/UU
  27. 27. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 27 1-2PM 2-3PM 3-4PM 4-5PM 5-6PM 6-7PM 7-8PM 8-9PM 153% 492% 1567% 1062% 424% 258% 1150% 348% 699% 219% 504% Mobile traffic grew in some properties by over +1500% Increase in Mobile Uniques by Yahoo! Property Music Sports OMG! News Beyoncé & Destiny’s Child Halftime Show
  28. 28. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 28 What did they search? Increase in search volume for each keyword from the Sunday Prior FOOTBALL: 1. Super Bowl Halftime: 9981% 2. What time Super Bowl 2013: 5601% 3. Baltimore Ravens Roster: 785% 4. San Francisco 49ers Roster: 649% ENTERTAINMENT/VENUE: 1. Beyonce Super Bowl 2013: 7237% 2. Beyonce: 640% 3. Alicia Keys: 549% 4. New Orleans SuperDome: 538% ADS & BRANDS 1. Coke super bowl ad: 2284% 2. Go Daddy commercial: 851% 3. Mercedes Benz CLA: 791% 4. Doritos Super Bowl 2013: 479% 5. Budweiser Super Bowl Ads 2013: 473% 6. Elementary TV Show: 343% 7. Budweiser Black Crown: 306% 8. Amazing Race 2013: 262% 9. Doritos: 228% 10. Tide: 215%
  29. 29. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 29 SMART MOBILE How mobility influences category shopping
  30. 30. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 30 Shoppers are behaving in new ways Instant information at their fingertips, improved Mobile and Tablet site usability, shopping apps and improving technology enable the shopper to behave in completely new ways. Dynamic and Evolving Shopping Experience Rapidly improving technology Increasing consumer confidence and demand
  31. 31. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 31 43% of tablet owners believe their tablet is critical to my daily life More than 50% say their mobile devices makes them browse the internet more 67% of mobile owners believe their mobile is critical to my daily life
  32. 32. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 32 +145% +103% +180% +62% +108% +93% 2012 34M 20M 26M 28M 2010 Finance Entertainment items & content Home Improvement Restaurants & Dining Personal & Vacation Travel ConsumerElectronics & Technology There’s been explosive growth in leveraging our mobile devices for shopping information… I use my mobile device to access shopping related information
  33. 33. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 33 +104% +135% +100% Clothing, Apparel, & Fashion Accessories Beauty & Personal Care AutomotivePackagedFood & Beverage Healthcare & Medical 2010 2012 There’s been explosive growth in leveraging our mobile devices for shopping information… I use my mobile device to access shopping related information
  34. 34. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 34 2012 Finance Entertainment items & content Home Improvement Restaurants & Dining Personal & Vacation Travel ConsumerElectronics & Technology …with tablet shopping nascent but ramping I use my Tablet to access shopping related information
  35. 35. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 35 Clothing, Apparel, & Fashion Accessories Beauty & Personal Care Automotive PackagedFood & Beverage Healthcare & Medical 2012 …with tablet shopping nascent but ramping I use my Tablet to access shopping related information
  36. 36. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 36 +9% -11% -5% -13% -8% -23% 95M 97M 83M 85M 2012 2010 Finance Entertainment items & content Home Improvement Restaurants & Dining Personal & Vacation Travel ConsumerElectronics & Technology Shopping via the PC has decreased in the past 2 years as mobile and tablet ramp. I use my PC to access shopping related information
  37. 37. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 37 -16% -9% -19% Clothing, Apparel, & Fashion Accessories Beauty & Personal Care AutomotivePackagedFood & Beverage Healthcare & Medical 2012 Shopping via the PC has decreased in the past 2 years as mobile and tablet ramp. I use my PC to access shopping related information
  38. 38. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 3838 Mobile shopping is omnipresent. Always on always going… IN STOREGETTING SOMEWHEREAT HOME WHILE WAITING IN LINE
  39. 39. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 39 While mobile shopping is on-the-go, it really starts at HOME I use my Mobile/Tablet to access <category> shopping related information in this location 84% 36% 51% 46% 92% 30% 46% 42% Mobile Tablet IN STOREGETTING SOMEWHEREAT HOME WHILE WAITING IN LINE
  40. 40. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 40 88% 75% 82% 77% Also used a pc to <category> shop Go home to do more shopping on my PC % Strongly/Somewhat Applies after using device in-store Mobile Tablet Most users claim to use their PC in addition to their mobile and tablet devices
  41. 41. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 41 MOBILE TABLET Disappointed companies don't have optimized site 44% 50% Disappointed companies don't have application 38% 47% I am less likely to re-visit a brand’s site if it wasn't optimized for my mobile device the first time I visited it 38% 44% SITE EXPERIENCE BUYING STUFF MOBILE TABLET Filling out forms on my mobile phone is difficult 61% 46% Brands-Manufacturers-Retailers have not made it easy to redeem coupons on my mobile device while in-store 36% 37% I am sometimes unsuccessful at making payments using my mobile device 27% 26% There is ample opportunity to improve the consumer brand experience on mobile devices
  42. 42. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 42 MOBILE TABLET Used a map to navigate 52% 50% Took/sent product picture 34% 29% Scanned Something 30% 32% Looked for/downloaded apps 23% 30% “Checked in” at a location 22% 24% OTHER Search Reviews Sites Deal Sites or Apps Product & Price Comparison Communication about Product Noticed/Clicked on Advertising 75% 72% 54% 49% 45% 34% 75% 63% 59% 61% 43% 43% 81% 59% 54% 70% 21% 43% Mobile Tablet PC It’s really about the basics: search, review sites, and community are important during the buy cycle I used my device to do the following…
  43. 43. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 43 GATHER MORE INFO Mobile Tablet PC 55% 68% 71% NARROW DOWN Mobile Tablet PC 50% 63% 70% LOYALTY Mobile Tablet PC 46% 55% 54% PURCHASE/ENROLL Mobile Tablet PC 48% 61% 64% AWARENESS Mobile Tablet PC 42% 54% 51% Great ride!!! Tablet rivals PC as being a helpful device throughout the purchase path Helpfulness of Device in Purchase Path
  44. 44. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 44 Mobile Tablet ENTERTAINMENT CASUAL DINING BEAUTY & PERSONAL CARE FOOD & BEVERAGE TRAVEL APPAREL CONSUMER ELECTRONICS 79% 80% 76% 78% 53% 66% 53% 59% 66% 76% 61% 77% 55% 60% Mobile & tablet shopping research results in purchase behavior offline or via PC Actions After Mobile/Tablet Research: I made a purchase/enrollment via any method
  45. 45. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 45 Mobile Tablet HOME IMPROVEMENT INVESTMENT INSURANCE CREDIT CARD HEALTH BANKING AUTO 24% 28% 28% 46% 38% 46% 39% 50% 40% 51% 42% 55% 53% 60% And it’s also a driver of purchase for lower incidence categories Actions After Mobile/Tablet Research: I made a purchase/enrollment via any method
  46. 46. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 46 ENTERTAINING BOLD UP TO DATE VALUE INTERACTIVE FUNCTIONS 43% 41% 39% 32% 35% 39% WOULD CAPTURE MY ATTENTION Bold and interactive ads that take full advantage of the device are most appealing to consumers Mobile/Tablet Advertising Preferences – Ad Copy
  47. 47. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 47 Auto Apparel/Fashion Beauty/Personal Care Consumer Electronics Food & Bev Home Improvement Banking Entertainment Credit Cards Health Insurance Travel Investment Dining Mobile/Tablet Advertising Preferences – Category Relevant to current location/local area Offers/Coupons/ Promotions/Incentives Relevant to interests/background For most categories, the top 3 ad tactics revolve around location, relevancy and promotions
  48. 48. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 4848 Categories elicit different ad tactics Mobile/Tablet Advertising Preferences – Category Differences to total
  49. 49. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 49 SOURCE: Various Y! Case Studies" Social Features, Into Now, & Social Sentiment Slider | 2011 & 2012 Risk taking can benefit brands for being more innovative & caring Test versus Control Lifts for 2 Case Studies CONTENT INNOVATION CARE +37% Is an innovative brand +17% Is forward thinking or progressive +27% Understands me and what I like +17% A brand that cares about it's customers +90% Connecting with me around the content I love +54% Trying to engage with me in new ways LIFT TEST VS. CONTROL ATTRIBUTE FOR BRANDS
  50. 50. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 50 Meet the consumer where they want to be met, on the device they choose FINDING IMPLICATION ► CONVENIENCE OF MULTIPLE DEVICES: consumers can fill in gaps & always "be on” ► BIG EVENTS: consolidation through content ► THE CHANGING CONVERSATION: taking cues from the consumer ► Mobility and portability have changed our capability to access and interact digitally ► Enhance brand sponsorships and incremental effectiveness by understanding consumer patterns around these events ► Enhance brand sponsorships and incremental effectiveness by understanding consumer patterns around these events
  51. 51. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 51 Meet the consumer where they want to be met, on the device they choose FINDING IMPLICATION MOBILE: A SIGNAL OF A POTENTIAL PURCHASER ► With 50% of mobile shoppers saying that mobile makes them browse the internet more ► 84% start mobile shopping in a category while at home ► For mobile and tablet users, most shoppers are using it to “gather more information STICKWITHTHEBASICS: ► When shopping starts, users are indicating an active intent for information gathering, which usually leads to purchase. ► For mobile shoppers specifically, 75% will start on search, 72% review sites, and 54% deal sites. That order should influence your media buying plan
  52. 52. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 52 Meet the consumer where they want to be met, on the device they choose FINDING IMPLICATION MOBILE: A SEQUENCED PART OF BRAND STORY TELLING ► 88% of mobile shoppers use a PC to shop and 75% will always go back to their PC even when doing the occasional show rooming ► ~40% of consumers are frustrated about sites not being mobile optimized and coupon redemption. In fact, when sites don’t do a good job telling their mobile story, it can lead to customer’s not coming back IT’SNOTMOBILEVS.PCBUT…MOBILE+PC ► Consider how the consumer travels cross- screen when it comes to your consumer shopping journey. It’s not just the advertising but also the overall shopping experience of your site ► Consumers want to use their devices to research products and service but marketers have not kept up with the demand. It’s important that mobile websites and apps to be optimized, informative, easy to find & navigate, and powerful
  53. 53. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 53 Meet the consumer where they want to be met, on the device they choose FINDING IMPLICATION MOBILE: AD EXPECTATIONS ARE ABOUT LOCATION, RELEVANCE, AND DEALS ► 52% are looking for deals, 52% want ads that are location based, and 49% want personalization ► Creatively speaking, consumers expect mobile advertising to be entertaining (43%), bold (41%), and interactive (39%) ► However, think category as different things index by category CREATEFORMOBILEBUTDON’TFORGET ALLTHETECHNOLOGYAVAILABLE FOR EFFECTIVEBUYS ► Tailor your mobile and tablet advertising to deliver personalized, location-based & promotions to help drive purchase ► Consider cross-screen digital advertising buys or re-targeting across screens to catch consumers during their follow-up visits to PC
  54. 54. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 54 Smart Mobile Thank You! edwinw@yahoo-inc.com
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