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SHOPPER INSIGHTS
 

SHOPPER INSIGHTS

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At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled SHOPPER INSIGHTS. Ashmeed Ali-Senior Manager at Yahoo! & David ...

At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled SHOPPER INSIGHTS. Ashmeed Ali-Senior Manager at Yahoo! & David Gill-Vice President at The Nielsen Company discussed when Mobile Goes Shopping. This presentation explored how consumers use their mobiles to research products and advertising on mobile devices. Manila Austin-Director of Research at Communispace Corporation moderated the discussion.

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    SHOPPER INSIGHTS SHOPPER INSIGHTS Presentation Transcript

    • SHOPPER INSIGHTS Moderator Manila Austin Director of Research Communispace Corporation
    • Mobile Goes ShoppingWith Yahoo! and NielsenAshmeed Ali David GillSenior Manager Vice PresidentYahoo! The Nielsen Company
    • BackgroundWith the increased adoption of smartphones, faster network speedand convenience factor, mobile presents a tremendous opportunityfor marketers to reach a captive, commerce-oriented audience whilethey are shopping. Yahoo! commissioned a study with Nielsen tocreate a framework around mobile Internet shopping behaviors tobetter understand:• Mobile Usage & Consumption Basics• Mobile Shopping Penetration & Activities• Mobile Impact on Purchases• Mobile AdvertisingSource: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • MethodologyWHO 8,384 respondents ages 13-64 5,313 were Mobile Internet Category Users: • Own a mobile device with access the Internet • Access information related to at least one of 12 product categories 3,071 were PC Internet Category Users: • Own a desktop/laptop/tablet PC with Internet access • Access information related to at least one of 12 product categories • PC Internet shoppers could not access any category information on a mobile device but could still own a mobile phone FOOD/ DIG CON ENT DINE C ELEC FIN TRAV APPARL HEALTH BEAUTY HOME AUTO BEV Mobile Base 937 678 663 451 570 370 370 272 282 283 227 210 PC Base NA 454 320 313 293 224 258 264 251 234 223 237HOW 25-minute-online-surveyWHEN June 2010Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • We Asked Mobile Internet Users Aboutthe Categories They Use… • Automobiles or automobile parts or • Packaged food and beverage accessories (such as repair (such as groceries, snack info/tips, tires, tools, wheels, engines etc.) items, recipes, cooking tips, etc.) • Beauty and personal care • Healthcare or medical related (such as shampoo, make- (such as up, perfume, grooming, beauty tips, etc.) services, remedies, medication, healthy eating, etc.) • Clothing apparel and fashion accessories (such as style • Personal or vacation travel (such as airline tips, jeans, shirts, outerwear, kids tickets, hotels, car rentals, etc.) clothing, jewelry, footwear, sizing info etc.) • Restaurants/Dining (such as casual, fast • Consumer electronics and technology (such food, bakery/café’s, fine dining or local as cell phones, digital restaurants in your area) cameras, computers, gaming consoles, GPS, etc.) • Home improvement (such as tips, designing- • Entertainment items and content (such as related, furnishings, accessories, repair DVDs, games, music, concert/movie items, indoor/ outdoor, garden, etc.) tickets, TV shows/clips, etc.) • Digital content for my mobile phone • Financial services (such as banking, paying (ringtones, apps, music) bills, financial calculators etc.)Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • General Mobile Internet Attitudes & Behaviors
    • Mobile is Critical in Daily Life I agree with the following…My cell phone is critical in my daily life 68% I can browse the Internet whenever 66% I want thanks to my mobile device I browse the Internet more often 46% because I can use my mobile device Please indicate how much you agree or disagree with each of the following statements. “Agree.” Base=Mobile Internet Users Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • Mobile Also Complements PC Usage and Enhances the Internet Experience I agree with the following… I sometimes visit a site on my mobile 59% device and follow-up on my PC I sometimes visit a site on my PC and 34% follow-up on my mobile device Mobile Internet is more convenient 30% than home connectionsI visit different sites on my mobile device 29% than I do on my PC Mobile technology is more exciting 28% than PCs Browsing the Internet on my phone 26% is as easy as on my PC Please indicate how much you agree or disagree with each of the following statements. “Agree.” Base=Mobile Internet Users Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • Most Mobile Internet Users Access theMobile Internet While Watching TVTypical mobile internet activities while watching TV Texting 56% Social Networking 40% Browsing content not related to program Emailing 37% Using Mobile Apps 33% Browsing content related 33% to program 24% Searches related to a commercial 23% IM 19%Please think about when you are in the following locations. When you are in each location below, how often do you access the Internet on themobile device/PC Laptop you use most often? “Frequently/occasionally.” Base=Mobile Internet /PC Users. What are you typically doing whileyou are on your mobile device while watching TV? Base=Mobile Internet and PC users who use it while watching TV.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • And They Use Multi-Media Featuresto Help in Product DecisionsTypical activities on mobile internet while shopping Browse for content not related to 35% what I was in the store/mall for 15% Scan a barcode 20% Use or request a coupon 38% 25% Help you shop or get information about a product/service 44% Communicate with a friend or family member via IM-ing Communicate with a friend or 48% family member via email Take and/or send a picture of a product/product details to a friend or family member 70% Communicate with a friend or family member via textingPlease think about when you are in the following locations. When you are in each location below, how often do you access the Internet on themobile device you use most often? “Frequently/occasionally.” Base=Mobile Internet Users. You mentioned that you use your Internet-enabledmobile device within a store or a mall. Do you ever use it in a store or mall to do the following? Base=Mobile Internet Category Users. whoaccess it in a store or mall. Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • When Consumers Use Their Phone to Research,½ the Time They Plan on Making a PurchaseAfter researching on mobile, I purchaseproduct/service… (via any method) 21% Never Rarely 28% Occasionally 51% 38% Frequently or Frequently Occasionally Buy After Research 13%When you are browsing or researching in general, how frequently would you say you do each of the following using your Internet-enabled mobiledevice? “Browse or research using my mobile device first and then purchase afterwards.” Base=Mobile Internet Users.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • Mobile Shopping Penetration
    • Although Mobile Shopping Research isNascent, the Scale and Potential are LargeSizing the category & interestSource: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • Currently, the PC Experience Still Offers aBetter Experience Through the Funnel…Current mobile & PC purchase funnel usefulness –net of all categories 51%To hear about or discover a product and service 35% 78% To help me learn more 45% 74% To help me narrow down the selection PC 43% Mobile 71% To help me make a final decision 42% 62% To keep up-to-date on news or deals 44%How useful is using your mobile device/PC to help you with each of the following aspects of your browsing or researchprocess for <<CATEGORY>>? “Extremely/very helpful” summary. Base=Mobile/PC Internet shoppers.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • …With Great Opportunities and StridesNeeded in Higher Incidence CategoriesCurrent mobile purchase funnel usefulness –net of all categories At/above average Below average To hear about ordiscover a product 34% 34% 32% 37% 26% 31% 38% 45% 36% 41% 40% 38% and service To help me learn more 39% 44% 43% 52% 36% 44% 47% 53% 50% 50% 49% 54%To help me narrowdown the selection 35% 40% 46% 47% 32% 43% 46% 45% 55% 52% 52% 43%To help me make a final decision 38% 38% 41% 46% 29% 43% 48% 48% 46% 47% 45% 49%To keep up-to-date on news or deals 41% 42% 36% 47% 40% 44% 48% 52% 48% 49% 48% 47%How useful is using the Internet or applications on your mobile device to help you with each of the following aspects ofyour browsing or research process for <<CATEGORY>>? Base=Mobile Internet Category Users.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • Categories That Have Lower Incidence AlsoHave the Greatest Ramp for Future GrowthStated future use of mobile in the purchase funnel(more or about the same as PC) At/above average Below average To hear about ordiscover a product 46% 48% 45% 50% 47% 46% 40% 48% 53% 53% 50% 55% and service To help me learn more 47% 48% 45% 52% 49% 46% 46% 47% 54% 56% 53% 57%To help me narrowdown the selection 47% 49% 47% 51% 52% 49% 49% 51% 55% 56% 59% 61%To help me make a final decision 48% 49% 47% 48% 50% 47% 52% 51% 55% 57% 56% 57%To keep up-to-date on news or deals 52% 52% 51% 57% 54% 53% 55% 58% 62% 61% 61% 66%Over the next 12 months, which will you be using more to do each of the following for <<CATEGORY>>information/products/ services, a computer or an internet-enabled mobile device? Base=Mobile Internet Category Users.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • For Researching, Mobile is Great forConvenience, Especially When Not Near a PCI agree with the following… net of all categories Mobile is good for doing research when I’m not near a computer or laptop 56% Proximity to PC I only research purchases on a mobile device 64% when I’m not near a computer 50% It’s good for researching unplanned purchases 45% Mobile is good for doing time-sensitive research 45% Mobile is good for researching Speed/Convenience impulsive purchases 41% 65% I only research purchases on a mobile device when it’s faster than using a computer 33% It’s the most convenient way to research purchases 23%Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the followingstatements about researching <<CATEGORY>> purchases using a mobile device. “Agree.” Base=Mobile Internet Category Users.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • Mobile Shopping Activities & Purchase Behavior
    • Mobile Activities ApproachingSimilar Rates to PCShopping activities tried or interested in –net of all categories Mobile PC Visited a website 91% 96% Used a search engine 86% 91% Got store information 79% 85% Compared products or services 67% 82% Compared prices of products or services 67% 83%Read professional reviews for products or services 61% 70% Read user reviews 59% 65% Looked at pictures of products/services 58% 76% Created/managed a shopping cart or list 48% 48% Looked for/purchased gift cards or certificates 47% 48% Watched an online video 46% 50% Earlier you said you’d accessed <<CATEGORY>> shopping information. What specifically did you do on your Internet-enabled mobile device, and what are you interested in doing? Base=Mobile Internet Category Users. Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • … With Social Shopping, Deal Hunting, andAds Being a Part of the ExperienceShopping activities tried or interested in –net of all categories Mobile PC Made a Purchase (Net) 62% 66% Used or requested a coupon 62% 74% Looked for deals, coupons, offers or promotions 61% 76%Took and sent a picture of product /details to others 59% 34% Communicated with someone about ___ via email 57% 44% Communicated with someone about ___ via IMing 44% 24% Interacted with ads w/in search results 44% 54% Interacted with online ads 42% 46% Interacted with video ads 40% 39%Communicated with someone about ___ via texting 63% Click-to-call automatic routing 60% Looked for/downloaded apps to my mobile device 59% Scanned a barcode 60%Earlier you said you’d accessed <<CATEGORY>> shopping information. What specifically did you do on your Internet-enabledmobile device, and what are you interested in doing? Base=Mobile Internet Category Users.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • Let’s take a look at someof the category specificshopping activities
    • Mobile Elicits Action from CategoryUsers, Though at a Lower Incidence Than PCActions taken after accessing mobile categoryinformation Mobile PC Made a purchase offline/online/mobile (NET) 43% 67% Used a search engine for more info 36% 61% Looked online for more info 24% 50% Posted a comment/updated social networking site 22% 18% Told a friend, family member or colleague 22% 33% Went to a retailer/store/distributor for more information 20% 33% Called a toll-free or 800 number 20% 21% Considered buying product/services 19% 41% Entered a contest or sweepstakes 17% 39% Used a coupon 15% 36% Downloaded apps to my mobile device 15% Recommended product/service to someone else 15% 23% Forwarded a link or video to others 14% 18% Thought more favorably about a brand or product 13% 28% Read or wrote on a blog 12% 14% None of the above 23% 8%Which of these actions have you ever taken as a result of browsing or researching <<CATEGORY>> information or products orservices on your mobile device? Please select all that apply. Base=Mobile Internet Category Users.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • Understanding Mobile Advertising
    • Consumers Understand That ExperiencesAren’t Free But Have Ad ExpectationsI strongly agree/agree with mobile advertising… I’m ok with advertising if it means 46% that I can access content for free After I see an ad, I sometimes look 30% for more information Ads have become more interesting 29% than they used to be Ads are more helpful at finding 28% geo-graphically relevant information I am more likely to click on ads that 22% incorporate multimedia elements I am more likely to click on ads 22% that are simple text adsRegardless of whether or not you do this now, please tell us how much you agree or disagree with each of the followingstatements about researching <<CATEGORY>> purchases using a mobile device. “Agree.” Base=Mobile Internet Category Users.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • Mobile Internet Shoppers Are GoalOriented and Require Expediency and TrustDescribes shopping category experience I wanted to finish what I was doing 48% as quickly as possible I was using a website or mobile 47% application I trust I knew exactly what I needed to do and 44% I achieved it I gave my full attention to the <category> 36% information I was accessing I was actively shopping/looking up 35% <category> informationI took my time to complete what I was doing 32% I was just exploring and did not have a 31% specific goal to accomplish I accessed <category> information 29% because I was bored I accessed <category> information 24% as part of my general routine Accessing <category> information 20% is a passion of mine Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device for <<CATEGORY>> information or products or services. Base=Mobile Internet Category Users. Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • Less Than Half See Advertising, But MostWill Look at Ads on Their PhonesAdvertising recall 14% I never look at it Yes No 61% 39% 66% I sometimes look at it I always look at it 20% Saw advertising during Reaction to advertising shopping processWhen you see <<CATEGRORY>> advertising on your mobile device/computer, which best describes your general reaction?Base=Mobile/PC Internet shoppers who have been exposed to advertising.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • Depending on the Category, AdvertisingShould Be More Graphical and BrandedImportant mobile advertising attributes At/above average Below average Informative 49% 52% 49% 54% 47% 56% 61% 54% 57% 63% 58% 57% Relevant to Interests 45% 48% 44% 51% 38% 54% 59% 47% 55% 57% 53% 51% Simple 36% 41% 39% 43% 33% 43% 48% 38% 42% 54% 47% 47% Branding 24% 28% 27% 29% 24% 29% 38% 31% 37% 39% 33% 37% Graphical/ Multimedia 21% 26% 20% 30% 22% 23% 31% 29% 28% 35% 29% 33%Please tell us how important the following types of ad features are to you when it comes to <<CATEGORY>> advertising onyour mobile device. “Extremely/very/somewhat important.” Base=Mobile Internet Category Users.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • Mobile Ads Needs to Keep Location andGeography in Context Across CategoriesMobile location based-advertising 77% 78% 76% 75% 69% 71% 68% 67% 67% 65% 64% 62% 35% 35% 34% 34% 32% 27% 27% 27% 28% 23% 26% 20% Mobile ads relevant to my current location (% Important) Mobile ads are helpful at finding geo-graphically relevant information (% Agree)Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device for <<CATEGORY>>information or products or services.Please tell us how important the following types of ad features are to you when it comes to <<CATEGORY>> advertising on your mobile device.“Extremely/very/somewhat important.” Base=Mobile Internet Category Users.
    • What it Means for Advertisers• Although mobile shopping research is still nascent, a significant number of mobile Internet users are accessing the Internet in- store, often to search for shopping information. By targeting mobile ads to these engaged users, marketers can reach a receptive audience at the time of purchase, or while conducting research for a future buy• With the growth of mobile shopping research, marketers need to ensure that their mobile websites are informative and easy to find and navigate on mobile devices• There is also a compelling opportunity to integrate mobile ads with TV and Internet campaigns as mobile is a complementary medium• Tailor your mobile ads to deliver the information that mobile shoppers are looking for. Consumers want mobile ads to include price, product features, and benefitsSource: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • THANK YOU! QUESTIONS?ashmeeda@yahoo-inc.com david.gill@nielsen.com
    • Appendix
    • Mobile internet users skew younger, non- white, higher income & educated, urban and suburban and are less likely to own a PC Mobile Internet PC Mobile Internet PC User Internet User User Internet UserMale 51% 47% RIM BlackBerry 25% 16%Female 49% 53% Apple/iPhone 22% 2%13-24 (Net) 28% 20% Samsung 14% 24%25-34 (Net) 27% 19% LG 9% 23%35-44 (Net) 21% 19% Motorola 9% 15% HTC 7% 4%45-54 (Net) 15% 23%55-64 (Net) 9% 19% AT&T 34% 22%MEAN AGE 34.52 39.71 Verizon Wireless 25% 33% Sprint/Nextel (Net) 17% 19%White 76% 82% T-Mobile 12% 9%Yes, of Hispanic origin 13% 7%Black or African-Am 11% 9% DEVICE OWNERSHIP: PC/Laptop computer 79% 100%Average Income Smart/Feature Phone (Net) 94% 49% 78.09K 55.37K(Thousands) Smartphone/PDA 64% 10% Advanced features 43% 40%Yes, Children 42% 33% MP3/portable media player 61% 48% Handheld gaming device 32% 21%Urban 30% 23% Basic mobile phone 15% 45%Suburban 55% 49% Tablet PC 6% 1%Rural 15% 28%College or more 51% 39%Some college 30% 35%High school 12% 17%Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010 35
    • 9 in 10 have accessed the mobile web at a store Access Internet while at a store at the mall 15% 29% Never 23% Rarely 23% Occasionally 41% Frequently 38% 21% 10% At a store At a mallPlease think about when you are in the following locations. When you are in each location below, how often do you access the Internet on the mobiledevice you use most often? “Frequently/occasionally.” Base=Mobile Internet Users.You mentioned that you use your Internet-enabled mobile device within a store or a mall. Do you ever use it in a store or mall to do the following?Base=Mobile Internet Category Users. who access it in a store or mall. 36Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010
    • In-store usage is about communication and product information Mobile activities while at a store or mall Communicate with a friend or family member via texting 70% Take and/or send a picture of a product/product details to a 48% friend or family member Communicate with a friend or family member via email 44% Communicate with a friend or family member via IM-ing 25% Help you shop or get information about a product/service 38% Shopping Activities Use or request a coupon 20% 49% (NET) Scan a barcode 15%Browse for content not related to what I was in the store/mall for 35% Play a game 24% You mentioned that you use your Internet-enabled mobile device within a store or a mall. Do you ever use it in a store or mall to do the following? Base=Mobile Internet Category Users. who access it in a store or mall. Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010 37
    • The majority of mobile users access mobile Internet while watching TV Access Internet while watching TV 13% 7% 16% 22% Never 20% 36% Rarely Occasionally Frequently 51% 35% Mobile PC or LaptopPlease think about when you are in the following locations. When you are in each location below, how often do you access theInternet on the mobile device/PC Laptop you use most often? “Frequently/occasionally.” Base=Mobile Internet /PC Users.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010 38
    • 1 in 5 search for more information related to the commercials they saw Content they are browsing while watching TV Mobile PC Communicating with a friend or family member via texting 56% NA Updating/reading social networking sites 40% 53% Browsing content on the internet not related to what 37% 70% I’m watching Communicating with friend/family member via email 33% 49% Using mobile applications 33% NA Browsing content on the internet related to what I’m 24% 28% watching Doing Internet searches/looking up information 23% 32% related to a commercial that I saw Communicating with friend/family member via IM 19% 22%What are you typically doing while you are on your mobile device while watching TV?Base=Mobile Internet and PC users who use it while watching TV.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010 39
    • Usage is high throughout the day – with peaks starting after lunch Mobile Internet Usage by Time of Day Weekdays Weekends 70% 69% 70% 65% 58% 71% 71% 66% 64% 43% 58% 40% 26% 23% 29% 17% 6 to 9am 9 to 12pm 12 to 4pm 4 to 6pm 6 to 8pm 8 to 11pm 11 to 1am 1 to 6amWhat times of the day do you typically use the Internet or web-enabled Internet applications on your mobile device?Base=Mobile Internet Users.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010 40
    • Usage is both in and out of home – with 2 in 5 using in the bathroom Mobile Internet Usage Locations - Access Frequently/Occasionally At a hotel 63% 46% At work 66% At a restaurant/café/bar 65% 58% At a concert 29% Out 93% 29% • On the go 89% In the car 66% • Retail 71% 49% Outdoors 69% 67% 63% At a mall 58% At home 84% 36% In my bedroom 68% Home 89% 75% Watching TV 71% 41%Please think about when you are in the following locations. When you are in each location below, how often do you access theInternet on the mobile device you use most often? “Frequently/occasionally.” Base=Mobile Internet Users.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010 41
    • Search engines, social networking, and general consumer portals are used most Mobile Websites/Applications Visited & Used– Net of all Categories Search engines (e.g., Google, Yahoo, Bing etc.) 74% Social networking (e.g., MySpace, Facebook) 53% General consumer portals (e.g, Yahoo!, AOL, MSN, etc.) 51% General news (e.g., NY Times, CNN) 45% Stores/retailers (e.g., Walmart or Sears) 44% Online video (e.g., YouTube, Yahoo! Video) 44% Online-only retailers (e.g., Amazon.com) 42% Category retailer/stores 41% Category brand or manufacturer sites 39%Shopping comparison (e.g., Yahoo! Shopping, Google Checkout) 39% Category reviews 35%Category emails (e.g. sent daily, weekly, etc.) that I signed up for 33% Online auction (e.g., Ebay) 32% Coupon/discounts (e.g., couponcabin.com) 28% Category discussion boards/blogs 26% Weekly or Sunday circulars 23% And which of the following online sources did you use or access on your mobile device when browsing consumer electronics/technology information/products/services? Please tell us if it was via the internet using your browser or an application installed on your mobile device. Base=Mobile Internet Category Users Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010 42
    • 3 in 5 use Internet via PC to complement their mobile category researchOther sources used when looking up category info – Net of all Categories Mobile 100% Internet using my PC/Laptop 59% Family, friends, or colleagues 43% TV 26% Magazines 25% In-store displays 21% Newspapers 18% Professional(s) 15% Salespeople 14% Informational brochures 13% Radio 12% Books 10% 800 or toll-free number 9%What other sources besides using your mobile device did you typically use when browsing or researching <<CATEGORY>>information/products/services? Select all that apply. Base=Mobile Internet Category Users.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010 43
    • Convenience drives mobile category purchasing, so do impulse buysMobile purchase drivers - Net of all Categories Mobile is good for making purchases when I’m not near a computer or laptop 46% Proximity to a PC I only make purchases on a mobile device 56% when I’m not near a computer 42% Mobile is good for making time-sensitive purchases 41% It’s good for making unplanned purchases 34% Mobile is good for making impulsive purchases Speed/Convenience 32% 59% I only make purchases on a mobile device when it’s faster than using a computer 27% It’s the most convenient way to make purchases 21%Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the followingstatements about making <<CATEGORY>> purchases using a mobile device. “Agree.”Base=Mobile Internet Category Users.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010 44
    • Travel & auto have the longest average mobile research sessions, while dining has the shortestLength of Mobile Research Session – Mean in MinutesNET 31.6 28.5 25.1 26.0 25.6 25.8 24.421.3 19.3 19.7 17.6 17.6 13.8On average, how much time did you spend on each session related to browsing or researching on your mobile device for<<CATEGORY>> information or products or services? Base=Mobile Internet category Users.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010 45
    • Consumers want informative, relevant and simple mobile advertising I strongly agree/agree with mobile advertising… Mobile ads that very clearly told me the price of the product 41% Mobile ads that are straightforward and fact-based 40% 53% Mobile ads that are informative 38% Informative Mobile ads that clearly spelled out the features and benefits 36% Mobile ads that are relevant 37% 48% Useful when I’m looking for certain information 37% Relevant Targeted just to me and relevant my interests or background 29% Mobile ads that give a short snapshot of information 31% 41% Mobile ads that contain a simple call to action 26% Simple Mobile ads that are text based 19% Feel good or better about the brand in general 25% 29% Mobile ads that focus on the overall value and not price 18% Branding Mobile ads that incorporate multimedia elements 20% 26% Mobile banner ads which include graphical elements 18% Graphical Mobile ads that are entertaining 35% Mobile ads that are memorable 27% Mobile ads which are more relevant to my current location 27% Mobile ads that I can share with friends or family 20%Please tell us how important the following types of ad features are to you when it comes to <<CATEGORY>> advertisingon your mobile device. “Extremely/very/somewhat important.” Base=Mobile Internet Category Users.Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010 46