Your SlideShare is downloading. ×
0
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Mobile modes  how to connect with mobile consumers - deck
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Mobile modes how to connect with mobile consumers - deck

1,023

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,023
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
44
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Yahoo! and Ipsos conducted a multi-stage study to better understand how and why consumers are using the mobile InternetTo make mobile Internet usage more understandable, this study narrows all mobile browsing activities down to several modes and reveals the underlying motivations and mindsets behind each one.The research then relates each mobile mode to advertising receptivity and identifies the opportunities for advertisers to increase consumer engagement with their mobile campaigns.
  • Here is what we’ll cover in today’s presentationTHE BACKGROUND: How we did the studyUSAGE GROWTH & CONSUMPTION: Why have we seen this growth? FROM UTILITY TO CO-PILOT: What does a typical mobile internet day look like and what needs does it fulfill? MOBILE MODES: A deeper look at behaviors and activities of mobile internet users. And finally, we’ll discuss WHAT IT ALL MEANS FOR ADVERTISERS
  • The mobile Internet is seeing explosive growth!Mary Meeker (formerly of Morgan Stanley) showed that the ramp in acquisition of the iPhone is unsurpassed by any technologyVerizon’s Chief Operating Officer Lowell McAdam told journalists in January 2011 that he thought much of the 2011 [corporate] growth would come from doubling the percentage of customers who use smartphones: "I think we'll be at 50 percent [of customers having a smartphone]by the end of 2011 or even higher" Jack Myers Media Business Report© estimates that by 2020, $17billion will be spent on mobile advertising - putting mobile on a par with terrestrial radio and magazine advertising
  • Four elements give us a better understanding of the mobile Internet.In doing so, we unearth the opportunities for content providers and advertisers to leverage the unique benefits offered by mobile.
  • The Yahoo!/Ipsos mobile modes online study comprised four separate research phases and a robust total sample of 3,844 mobile smartphone users between the ages of 13-54. The majority of the sample, some 2,554 mobile users, answered a comprehensive online attitude and usage. We interviewed past week mobile internet users. Another subset of the total sample, n=1,495 mobile internetusers, completed a past-day diary detailing their mobile Internet usage for the prior 24 hour period on an hourly basis. The third research element involved 20 consumers age 18-54 who each completed a four-day immersion exercise (via qualitative online discussion boards) which included having their mobile phone embargoed for a day. The fourth and final phase of the research involved 75 consumers who recorded mobile utilization real time using a diary device.
  • For this studywe talked to mobile internet users. This is how the demographics fell: Nearly 30 years oldHH Income $71K (slightly higher than average) Half are married39% are parents1/3 are using iPhonesWhat’s most important is that these users are NEW to their devices and NEW to the mobile net: 72% have had their phones for less than a yearOver 60% have just started using the mobile Internet
  • Mobile users are not a traditional static audience…The mobile internet is more of an active than a passive behavior. It’s INTERACTIVE, It’s TACTILE, and IT’S INVOLVED.
  • The mobile internet does not detract from PC usage, it complements it. 7 in 10 prefer/like sites that are accessible both on a PC and on a mobile device. Furthermore, 73% visit a site via mobile and follow up on a PC and 55% visit a site on their PC and follow up via their mobile device. In our qualitative findings, we found that consumers find the mobile internet physically and emotionally liberating because it is portable, enables multi-tasking and is more convenient accessing it “how I want it, and where I want it”
  • Consumers also expect the availability of mobile optimized sites and applications to be available to them. However, there is still some uncertainty among consumers. Some want mobile optimized websites, some want mobile applications while others want it to be the same exact experience as the PC. In the end, it’s really about giving consumers the choice to navigate what is optimal for them based on their device and activity.
  • Compared to a year ago, consumers spend more time on their mobile and less with traditional media. The net year over year change for mobile internet is +54% and mobile video is +29%. Traditional media like reading a paper or magazine is in decline year over year. Accessing news/magazines on a mobile device has become more popular – 52% prefer accessing this content via mobile. And just a fun fact, 68% are more likely to take their mobile to the bathroom than a newspaper or magazineIt should be noted that TV was flat year over year.
  • And thanks to robust capabilities, the mobile phone has evolved from personal utility device to co-pilot in life. Users talk about their device with real emotion, viewing the mobile phone as an extension of their person.
  • To a consumer, the mobile is their co-pilot, side-kick, PA, social arranger, navigator, entertainer all rolled into one – it’s a part of who they are.During immersion research, people shared sentiments like:“…the mobile Internet has become completely integrated into my life…”“…[my smartphone] helps to drive me through life.”“…[without it] I just feel naked in a weird sort of way.”“:…[without it] I felt a sense of sadness…disconnected and somewhat out of control.”42% Agree mobile = my co-pilot(46% amongst females and 18-34s vs 38% for males and 37% for all other age groups)
  • It is not confined to being truly ‘mobile’ – a third of the time it’s being used in the home. According to our qualitative insights, in the workplace, mobile internet represents the ‘personal’ internet – and accounts for a certain amount of subterfuge…It liberates office workers from restraints on personal internet use - and from boredom Mobile Web usage out of home peaks during the commute and during the early part of the day. However, we see in-home usage peaks during the pivotal prime-time hours
  • Although usage of mobile internet is higher in the morning - with peak time being 8.30am – 1pm – consumers by their own admission ‘snack’ on content on their mobile throughout the day. The mobile internet day is made up of lots of short sessions.This ‘snacking’ approach’ to mobile internet means that rarely is it the only thing they are doing and commonly they are also watching TV or using a PC when using it. Average usage was higher among those younger (18-34) at 52minutes versus those older (over 35) at 33 minutes each day.
  • We spoke to real life mobile consumers in this study. These are some of their tasks throughout the course of the data is noted here:
  • Apps tend to be more widely used in the morning, but not markedly so. Consumers are using apps for a wide range of tasks throughout the day. In particular, apps are used for managing the daily routine, finding places (maps) and content – and, as already well documented, for connecting with others via social networks . On average consumers have about 32 apps on their devices, moreso for teens and iPhone owners at 43 on average. Pre-installed = 10Free = 17Paid-for = 5
  • On the most advanced level, mobile internet is allowing people to add an additional dimension of informational depth to the world they encounter:Enabling a more multi-faceted experience of world around. Part personal secretary, part entertainment center, part social director, mobile phones help consumers manage their lives better, making them feel more in control of all the details. Almost 2 in 3 mobile internet owners agree that “My mobile device allows me to access information that helps me in real life circumstances” . For example, consumers can use an App whichallows users to scan barcodes to access product info, pricing and coupons while in the store. And 2/3rds agree that“Mymobile device quickly provides the answer to questions when I need an immediate answer.”One of our qualitative participants mentioned “If I’m at dinner, and I don’t know what something is on the menu, I’ll look it up on the internet right there and then”Also, mobile delivers fast answers to questions that arise throughout the day and serves as an antidote to boredom when killing time. Perhaps most importantly, mobile phones fulfill a predominant “meta need”, the desire to share and communicate with others.
  • A key use case each day and an important reason for using mobile internet is to connect with others. Each day around 1 in 4 consumers use IM, around 40% visits their social network and 1 in 2 uses email; making the latter the most commonly used means of online communication on a smartphone. Nowadays, a smartphone opens up the most channels of communication with others.QTEXT:QM5 DIARY: When you used your Internet enabled mobile device from [INSERT START TIME TO END TIME], did you do any of the following?
  • Through this high level of connection with others as well as through apps that direct them towards events and places of interest, consumers regard the mobile internet as improving their social life.In fact, 55% go as far as to say that it “is a vital part of my social life and keeps me in the loop”.
  • Great content is the glue that bonds social networks together – therefore, given mobile’s role in consumers’ social lives, consuming content is a key part of the mobile internet  .Around 1 in 3 owners read content on their phone each day with weather, international, domestic & local news, info on TV & movies and sports the most popular.And, 52% - I read magazines/newspapers less often (if at all) as I prefer to access this content on my mobile device
  • 1 in 5 owners consume video content each day on their phones. Music, humor and gaming are the most common types of video-based content.
  • Consuming written content tends to be part of people’s general routine, while video is more spontaneous and found either by browsing or via a recommendation from a friend. Both types of content are engaging and can occupy the owner for extended periods of time, typically around 15 minutes per session. Around a third of the time they are at home.Mobile also facilitates the discovery of new content or sites – 43% said they’ve found new content or sites I didn't even know existed thanks to my mobile device
  • Now let’s review what we call the MOBILE MODES.
  • Mobile online activity can be grouped into seven types of functions known as the “mobile modes”: Connect, Search, Entertain, Manage, Inform, Shop and Navigate.Connect: encompasses all the different ways of communicating on a mobile phone, whether by voice, SMS, IM, email or social mediaSearch: refers to information-seeking mobile behavior using a search engine to find information related to a specific issue such as a health concern or looking up something localEntertain: alludes to listening, playing or viewing various entertainment media online via a smartphone, from music to virtual games, videos and articlesManage: coordinates the many aspects of everyday life, from finances to shopping lists, from family schedules to health recordsInform: delivers timely and archived news or educational material in print, audio or video formatsShop: facilitates product and price comparisons and expedites the purchase of goods and servicesNavigate: locates destinations and deploys an online map or GPS system to provide directions 
  • Mobile Internet makes people feel more connected – to others, to content, to stuff they need to know aboutWhich means it’s used for a variety of tasks or ‘modes’ each day…Not surprisingly, the most popular mobile mode, representing 38 percent of mobile activity time per day, is Connect which includes the ubiquitous social networking sites like Facebook and Twitter, as well as email and instant messaging. People spend roughly 18 minutes each day connecting with family, friends and associates via their mobile phone.The next most popular mobile modes were Search and Entertain at approximately 15 percent of mobile time each, followed by Manage and Inform at around 10 percent apiece. Shopping and Navigate represent the two lowest activity modes with single digit time allotments. We also looked at how this relates to PC Modes in another study that we conducted. While somewhat different we see that mobile behavior is really an extension of PC behavior with roughly similar scores.
  • In addition to allocating time differently across modes, how people access information changes by mode as well. Consumers are more likely to use a mobile app when in Connect, Inform or Navigate modes, while browsers are more popular options in the Shop, Search and Entertain modes.
  • Moreover, when they use their phones around half the time consumers are with others – and around half the time they are with others, they share what they are doing with those around them. This makes the mobile internet social in every respect, and a key reason why it will grow rapidly as the user experience improves.This is important because it could potentially impact the number of eyeballs on your content and your advertising.
  • More than 2 in 3 (67%) agree that their mobile device helps them when they need information in their current location so it’s no surprise that it’s used out of home more throughout the day in the life of a mobile internet user. However, usage isn’t just out of home, it’s also at home while watching TV, while in bed or while eating! There is more opportunity for home cross device connection when users are in Connect, Entertain & Inform mode.
  • Interestingly, across nearly all modes, multi-tasking with PC & mobile is most common. The next most common simultaneous usage throughout the day is while watching TV, and as we’ve learned from other studies this presents a prime opportunity for engaging the TV audience with messaging whilst they access the internet on their mobile devices. Connect is the only mode where TV is the top simultaneous usage. This represents prime opportunities to link activities on the mobile device with on-air commercials and TV programming.
  • Connecting on mobile devices is more of a general routine than anything else. Search is a mode that is ultimately about accomplishing a goal, however, there are elements of browsing too. ‘Navigate’ and ‘Manage’ modes are tasks that have to be accomplished. However, manage is more ‘routine’ than not which is not surprising since it’s about checking in bills or health status, for example. ‘Inform’ and ‘Entertain’ are more about browsing than accomplishing a goal. Shop is more of a browsing behavior.
  • While each mobile mode occurs at any time throughout the day without an obvious pattern by daypart, each mode is associated with a different set of motivations. Broadly speaking, consumer activity on the mobile Internet falls into one of two categories: Goal-drivenactions in the Inform/Shop/Entertain modes or browsing-oriented behavior in the Navigate/Manage/Search modes. Connect sits squarely in the center between the two groups, combining aspects of both browsing and goal-driven behavior.
  • 3 in 4 consumers understand and accept that advertising is part of the mobile experience. Consumers are familiar with PC internet and that seems to translate to mobile internet as well. PRO:Agree with any of these statements: After I see a mobile ad, I sometimes look for more info I’m ok with mobile ads if it’s personalized to my specific needs and interests I’m ok with mobile ads when they are useful and relevant to what I am currently searching forAnd do not agree with either of these: I find advertising on my mobile device intrusive I find most mobile ads to be irrelevantACCEPTING:Agree with this statement: I’m ok with mobile ads if it means that I can access mobile content for freeAnd do not agree with either of these: I find advertising on my mobile device intrusive I find most mobile ads to be irrelevantREJECTING:Agree with either of these statements: I find advertising on my mobile device intrusive I find most mobile ads to be irrelevant
  • Ad recall is high and 1 in 2 consumers recalled seeing an ad the last time they used mobile internet – with recall highest among males, teens and 18-34s.About 1 in 4 has engaged with (clicked on) mobile advertising
  • From a media buying perspective, ad recall registered strongest in the morning,
  • …whereas ad interaction rates were highest during intermittent break times and when winding down from the day.
  • The modes in which consumers are the most likely to recall advertising are the ones that are the least goal accomplished, namely ‘Entertain’, ‘Inform’ and ‘Shop’. For each of these, more than 1 in 2 consumers recall ads when in this mode.Ad engagement shows less variation by mode and with the exception of ‘Connect’ and ‘Shop’, around 1 in 4 consumers have clicked on ads when doing each mode. For ‘Shop’ the figure is over 1 in 3 and reflects the popularity of using a mobile to receive coupons and special offers from retailers and brands. ‘Connect’ tends to be lower – although this is a reflection of lower ad recall, so consumers may have had less opportunity to interact with advertising in this mode or else not realized they had engaged with an ad.
  • A mobile internet user’s ideal ad would combine humor - funny enough to share with others, as well as a strong, distinctive color scheme that catches their attention without blinding or distracting graphics.
  • …however, it becomes a matter of balance. Consumers like lots of information, but prefer that it be layered via interactive features rather than served-up in a dense pack screen.Relevance to them and their location at the time of seeing the ad is important.
  • Given the personal nature of mobile devices, and despite the small screen size, consumers want mobile ads to personally connect
  • Interactivity is also a feature in mobile ads, more so in a web browser than an application. Linking to a website works, as long as the landing site has been optimized for the screen and resolution constraints of the mobile web. Free apps rate high as a popular feature for advertising, addressing the consumer hunger for functional assistance and actionable information.
  • Mobile internet setup increasingly reflects the personal world of the individual. Their Mobile phones are CUSTOMIZED, IT’S PERSONAL, and IT’S TAILORED.As such this has important implications for advertising so it’s also important to consider a user’s mindset which might impact one of voice for advertising. CONNECT: Stronger sense of ‘happiness’ than with other modesSEARCH:‘Irritation’ is again more prevalent than with other modes, but so is a sense of ‘exploring’ENTERTAIN: ‘Involved’ and a sense of ‘happiness’ define this modeINFORM: Similar to Entertainment, ‘involved’ is a key mindset; there’s more a sense of ‘exploring’ than ‘happiness’SHOPPING:What defines shopping are the multiple mindsets that exist: it has the same sense of ‘involved’ and ‘exploring’ as Inform – and the same feelings of ‘sense of purpose’, ‘irritation’ and ‘concerned’ as NavigateNAVIGATE: More ‘irritation’ than with other modes but also a ‘sense of purpose’. In some cases there is a feeling of ‘concerned’ MANAGE: Similarities with navigate in that ‘irritation’ and a ‘sense of purpose’ are more prevalent than in other modesTOTAL SCORES: Involved (40%): Actively engaged / excited / entertained / immersed Exploring (18%): Curious / fascinated Happiness (49%): Connected / happy / relaxedSense of purpose (66%): Secure / in-control / purposeful / efficient / satisfied / fulfilled Unengaged (13%): Distracted / bored Concerned (18%): Like others were watching me / upset / anxious / confused / guilty / like I was doing something wrong Irritated (17%): Pressed for time / annoyed or frustrated / like I was wasting my time / like I was doing a chore
  • …this is the opportunity when we run ad recall by ad engagement.
  • Shop represents one of the highest potential modes for advertisers due to the multiple mindsets typical of this mode. From the brand perspective, creative that introduces consumers to new, relevant products that speak to a sense of discovery and feelings of involvement are effective. Other successful ad strategies in the Shop mode include simplifying the purchase process, which addresses their sense of purpose and lowers the irritation threshold, and adjusting price below other sources to address their sense of paranoia by offering the best deal.  Consumers tend to be positively pre-disposed to ad messaging in the Inform and Entertain modes. The most effective approach in the Entertain mode is to relate advertising to what mobile users are doing at the time. Operating within the Inform mode, consumers demonstrate a greater aptitude for discovery, which allows more latitude for introducing less directly relevant brand messages. Surprisingly, the Manage and Navigate modes remain relatively untapped by advertisers, exhibiting below average levels of ad recall, but relatively high ad engagement rates. In both cases, consumers demonstrate a strong sense of purpose, which is why they become irritated more easily by ads that distract from that purpose. Creative treatments that deliver a solution and assist people in meeting their goals would work well in these modes. Search shares the irritability factor with Manage and Navigate, but differs because Search mode consumers are more open-minded and receptive while exploring. Developing ad creative that takes both factors into account in the Search mode should increase consumer engagement.
  • RAPID GROWTH: Consumers are spending more time on their mobile phones compared to a year ago, specifically, there’s been a 54% increase in time spent on the mobile web and 29% increase in time spent watching video on a mobile device. Most of the time spent occurs before 1 PM.MOBILE ISN’T ALWAYS ON THE GO: A third of total time spent on the mobile device is spent while at home with consumers indicating that they use their mobile device most often during down times and breaks and/or free time.THE MOBILE WEB, STARTING TO DELIVER A CONTENT DRIVEN EXPERIENCE.  News, entertainment, sports and fashion are the most often consumed written content.  While mobile video usage shifts more to entertainment with  music, gaming, food and movie trailers leading. MOBILE: OUR CO-PILOT & EXTENSION TO ONLINE.  The way users consume on their mobile device mirrors the modes with which users consume on their PC.  Connecting, searching, & entertaining dominated mobile web usage with navigation being more pronounced for mobile than on the PC.  The majority state that the mobile web provides information to help in real life circumstances, is vital to their social life, and even cures boredom.MOBILE AD EXPECTATIONS.  The highest proportion of ad recall is during the hours of 6am to 12pm – during which they are usually in connect, search, or manage modes.  Despite small screen sizes, consumers desire bold,  graphic rich, and targeted ads with the highest levels of ad receptivity when they are in shopping, informing or entertaining modes.
  • BE PART OF THE GROWTH.   Even with the exponential growth of the mobile web, the audience and the experience is still new.  Capitalize on the fact that 60% are still looking for a better mobile Internet experience and optimize PC websites to be mobile enabled to engage a growing audience.BE AROUND CONTENT, A GROWING DAILY PART OF THE MOBILE EXPERIENCE.  Align your brands with content that achieves the most scale, notably content of a more professional variety like news, sports, and entertainment.USE DAYPARTS TO OPTIMIZE METRICS.  Ad recall is strongest in the morning, whereas ad interaction is highest during break time or free time.INVEST IN CREATIVE. Use modes to ensure that your message will be well received. For example, when shopping or navigating, interactive ad formats related to the experience might work best. Minor changes in your creative execution could have significant impact on ad performance.THE FUTURE – AN EXCITING POTENTIAL. Given that consumers describe the connection to their mobiles devices in human terms – their co-pilots, marketers need to be even more vigilant in flighting and producing the right ads for the right context.  Mobile advertising needs to evolve to be the most personalized, localized, and impactful given the small screen.
  • Mobile Internet gives consumers ‘wings’ – getting from a to b (metaphorically and physically) and providing a sense of freedom and safetyTo transport them to different places – literally and virtually.To make it easier to do tasks (to get from a to b).To give a sense of freedom.And a feeling of safety.
  • QM5 DIARY: When you used your Internet enabled mobile device from [INSERT START TIME TO END TIME], did you do any of the following?
  • Browsing/researching purchases or coupons is a high activity in the early morning and late to early evening. Purchasing inexpensive or expensive products lines correlates well with the time spent browsing or researching products or services. Creating or managing a shopping cart is an important activity in the early afternoon.
  • Transcript

    • 1. Mobile Modes How to Connect with Mobile Consumers 1Proprietary and Confidential. ©2010 All Rights ReservedAll Rights Reserved Proprietary and Confidential. ©2011
    • 2. We will cover: 1. Background 2. Usage Growth & Consumption 3. From Utility to Co-Pilot 4. Mobile Modes 5. What it All Means for Advertisers2 Proprietary and Confidential. ©2011 All Rights Reserved
    • 3. The mobile Internet is seeing explosive growth 6/07Subscribers (MM) Quarters Since Launch* Source: Company Reports, Morgan Stanley Research – Q3, 2010 Proprietary and Confidential.3 ©2011 All Rights Reserved
    • 4. Our comprehensive approach Better understanding of the places, the times of day, occasions and mindset Proprietary and Confidential.4 ©2011 All Rights Reserved
    • 5. The four pillars in our methodology Attitudes & usage Past day diary study amongst amongst n=1,495 n=2,554 consumers aged consumers aged 13-54 13-54 4-day immersion Real-time, on exercise (including device diary deprivation) with amongst n=75 n=20 consumers consumers aged aged 18-54 13-54 Proprietary and Confidential.5 ©2011 All Rights Reserved
    • 6. Who did we talk to? facts Nearly 30 years old 1/2 are married 71K HH Income 39% 1/3 are using iPhones are parents 72% have had their phones for less than a year Over 60% have just started using the mobile Internet Proprietary and Confidential.6 ©2011 All Rights Reserved
    • 7. Usage Growth & Consumption7
    • 8. Mobile Internet compliments PC online usage Pull of mobile Internet 71% agree that “I prefer and like websites that I can access on both my PC and my mobile device versus those that are just accessible on my PC” Often more convenient than PC or the laptop. The mobile Internet is Portability enables multi- physically & tasking emotionally ‘How I want it, where I liberating want it’ Qualitative/Q. Using the scale below, please tell us how much you agree or disagree with each of Proprietary and Confidential.8 ©2011 All Rights Reserved the following statements.
    • 9. Consumers expect mobile optimized sites Push towards PC/laptop Internet via mobile I like being able to use the Internet on my mobile device, but the experience could be 60% better Im sometimes disappointed whenwebsites/companies do not have applications 53% for my mobile phone Im sometimes disappointed when 63% (NET) websites/companies do not have specialized 52% sites for my mobile Internet browser When browsing a site on my mobile I expect the experience to be the same as the one I 50% get when browsing on my PC % Agree Q. Using the scale below, please tell us how much you agree or disagree with each of the following Proprietary and Confidential. 9 ©2011 All Rights Reserved statements.
    • 10. Compared to a year ago, consumers spend more timeon their mobile and less with traditional media More time on... Mobile Internet Reading a newspaper Watching online Talking & Texting Listening to radio videos on a mobile Reading a magazine … and less time on... Time Figures show net change by deducting those who claim to be doing this less often vs. a year ago from those claiming to be doing it more often Q1. Compared to last year, please indicate whether you spend more, less or the same amount of Proprietary and Confidential.10 ©2011 All Rights Reserved time doing the following . . .? (Select one for each)
    • 11. From Utility to Co-Pilot11
    • 12. “my co-pilot” (Without their mobile) I felt a sense of sadness. It made me feel It’s like the cell DISCONNECTED and somewhat out of phone/mobile Internet CONTROL. has become completely integrated into my life at this point. I just felt NAKED in a It’s my co-pilot and weird sort of way. helps to drive me through life. Proprietary and Confidential.12 ©2010 All Rights Reserved Source: Qualitative
    • 13. It is not confined to being truly ‘mobile’ – a third ofthe time it’s being used in the home% of time spent on mobile Internet 10% 9% 8% 7% 6% Out of home In home 5% 4% 3% 2% 1% 0% 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am QM10. Where were you when you visited a website or used an application/app on your mobile Proprietary and Confidential.13 ©2011 All Rights Reserved enabled device from [INSERT START TIME TO END TIME] to do each of the following?
    • 14. The typical mobile Internet day looks like this… Average share of time spent on mobile Internet 4.5 Average amount of time spent on mobile Internet: 4.0 47 minutes a day 3.5 53% say they tend to ‘snack’ 3.0 on content on their mobileMinutes 2.5 Peak time 2.0 (based on share of all time spent online 1.5 is on a mobile) 1.0 8:30am-1pm 0.5 0.0 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am QM1. Which primary activity were you doing from [INSERT TIME PERIOD]? Select one. QM3. While you were [INSERT PRIMARY ACTIVITY] from [INSERT START TIME TO END TIME] did you Proprietary and Confidential. 14 ©2011 All Rights Reserved do any of the following activities at the same time? (Select all that apply)
    • 15. Or a more detailed view(Quotes are from consumers we spoke to) Waking up: From the moment I wake is useful for when Commute to work: Pandora up I Going to a meeting: Hands down, the Google use my mobile Internet to go to I need some music that is FM radio is boring, and Socializing after my liking - I’m TV at home: I’ll be watching TV is amazing. It has literally saved me catered decideWatching going to weather.com andto work:what it keeps me Sometimes maps feature and something will just come up phone to go on Twitter duringof times while driving here in the Bay grab my hundreds a wear before getting out of bed.inway to work. work: I’m at work. I wonder what everyone else is going, especially on the At conversation and the commercial. to easiest thing Area. I use it every single day while driving, taking doing. Ipublic transportationunproductive -foot. I often don’t want to seem and while on so better do is to search it to find an answer check my Facebook from my phone…haha! we had such wonder how we all survived before Big and it’s nice to be able to do that Brotheradvanced mapping devices available. IT will never know! without grabbing my laptop. And: If I’m at dinner, and I don’t know what something is on the menu, I’ll look it up on the Internet right there and then. % using internet on mobile phone (weekday or weekend) at this time 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am Proprietary and Confidential.15 Source: Qualitative & Quantitative QM1/QM2 ©2011 All Rights Reserved
    • 16. There’s also an application for every waking moment(Most commonly used apps by occasion) Waking up On the go Socializing Winding down Eating Weather, 56% Navigation, 73% Breaktimes Shopping Social networking applications, 35% Working Social networking applications, 48% Utilities, 42% Communication, 42% Games & Fun, 62% Social networking applications, 29% Shopping, 35% Photography, 33% Reference, 46% 42% Communications, Communications, 35% Music, 42% Communication, 28% Social networking applications, 33% Communications, 23% Games & Fun, 42% 30%Health & Fitness, 25% Communication, Productivity, 43% Social networking applications,networking applications, 39% 30% 58% Social 31% Communication, 42% Search, 21% Utilities, Communication, Books, 37% Sports (News and Information), Sports, 23% News, 30% Search, 38% Fantasy 20% Fantasy Sports, 27% Food, 53% Entertainment, 36% applications, 37% and Information), 22% Social networking Fantasy Sports, 52% Sports (News Social networking applications, 20% Medical, 36% Browser App 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am QM7. Did you do these activities on your mobile device using an application (app) or by accessing a website through your browser? Q33. Thinking about a typical day, what type of applications/apps Proprietary and Confidential.16 ©2011 All Rights Reserved do you use on you mobile device during each of the following stages? Select all that apply for each.
    • 17. The mobile Internet meets many needsthroughout the day My mobile device allows me to access information My mobile device quickly provides the that helps me in real life circumstances answer to questions when I need an immediate answer And one ‘meta need’ of wanting to share and communicate with others Accessing the mobile Internet cures my boredom My mobile device alleviates my anxiety by providing instant answers to my burning questions Q27. Using the scale below, please tell us how much you agree or disagree with each of the Proprietary and Confidential.17 ©2011 All Rights Reserved following statements.
    • 18. Mobile is obviously a "communications" device...Past Day Mobile Internet Activity Checked/sent email, 51% Viewed social network, 41% Used IM, 28% Updated social network, 24% Shared photos or video, 7% Shared photos online, 7% Posted/wrote on a blog, bulletin board, forum or chat room, 6% Used Location based services, 4% Used video conferencing, 4% Posted videos online, 3% Visited online dating sites, 2% 18 Proprietary and Confidential. ©2011 All Rights Reserved
    • 19. .... but it goes one step further by keeping users up-to-date with whats happening close by My mobile device is a vital part My mobile device provides of my social life and keeps me in instant access to events and the loop happenings around me My mobile device allows me to participate more in social communities (groups, social networking site, etc.) Q27. Using the scale below, please tell us how much you agree or disagree with each of the Proprietary and Confidential.19 ©2011 All Rights Reserved following statements.
    • 20. Mobile keeps consumers informed withnews, weather and sports the most visited writtencontentTypes of content read via mobile Internet Weather 40% National/International news & opinion 39% TV/movies 36% Local News 34% Sports News/Stats 33% 31% of written Top headlines of the day 32% content Celebrity/Gossip/Beauty/Fashion 31% accessed daily… Music 30% Humor 26% Lifestyle/Health/Education 26% Video Games/Gaming related 23% Political 21% Electronics/Technology 18% Finance News 13% Q10c. Which types of content did you read on your mobile phone when you last went online using Proprietary and Confidential.20 ©2011 All Rights Reserved your mobile device on (INSERT DAY) at (INSERT TIME OF DAY)? Please select all that apply.
    • 21. Consumers turn to video on the mobile web forentertainmentTypes of videos watched via mobile Internet Music 50% Humor 49% Gaming 42% Food/Health/Educational 36% 20% Movie clips and trailers 34% of video Sports 33% content is accessed Full length TV shows/Movies 33% daily… Celebrity/Beauty/Fashion 32% News 26% Technology 23% Weather 23% Travel 17% Political 14% Q10a. Which types of videos did watched online on your mobile phone when you last went online Proprietary and Confidential.21 ©2011 All Rights Reserved using your mobile device on (INSERT DAY) at (INSERT TIME OF DAY)? Please select all that apply.
    • 22. About a third of content consumption is at home.Video content is a longer and more social experienceWritten and Video Content Summary Video content Written content Avg. time spent per session 19 mins 14 mins % of time at home 39% 37% % of time with someone else 52% 48% % of time share with someone else 37% 21% Recommended or Part of general Motivations found by browsing routine Proprietary and Confidential.22 ©2011 All Rights Reserved
    • 23. Mobile Mindset Matters! JAZZ UP THESE DIVIDERMobile Modes SLIDES TO MATCH THEME OF SECTION23
    • 24. Mobile online usage can be grouped into 7 modesConnect Search Entertain Manage Inform Shop NavigateConnecting Using a Playing music Managing Reading Purchasing Using anvia voice, search engine or games and key aspects news or or comparing online map orSMS, IM, to find viewing of your life educational prices for GPS systememail, social specific entertainment like your articles / goods ormedia information, -related stock videos services like a health- videos and portfolio or related or articles paying an looking up online bill something local Proprietary and Confidential. 24 ©2011 All Rights Reserved
    • 25. Connecting and searching are key modes forconsumersTasks undertaken online on a smartphone (share of total time spent per day) PC Modes 3% Comparison* 38% 7% Connect 32% Connect Search Manage 10% Research 9% Entertain 9% Manage Inform Shop 27% Entertain 15% Navigate 16% 11% Inform 10% 13% Shop QM6. How many minutes did you spend doing each activity when you were using your mobile device from [INSERT START TIME TO END TIME]? *Source: 2010 Advertising by Mindset Study, PC Proprietary and Confidential.25 ©2011 All Rights Reserved Share re-percentaged to mobile modes
    • 26. Apps are most widely used in connect, inform andnavigate modesApp or Browser Usage by Mode Connect Search Entertain Manage Inform Shop Navigate 27% 37% 40% 54% 61% 65% Use an app 69% Use browser 73% 63% 60% 46% 39% 35% 31% QM7. Did you do these activities on your mobile device using an application (app) or by accessing a Proprietary and Confidential.26 ©2011 All Rights Reserved website through your browser?
    • 27. Half the time, mobile web experiences happen withsomeone directly around them% Time Spent on Mobile Internet with Someone Else/Others Participating by Mode Connect Search Entertain Manage Inform Shop Navigate Im with someone else while on mobile web Others take part in this activity when Im with others 60% 61% 56% 58% 55% 44% 13% 50% 49% 49% 38% 49% 54% 53% QM12: Who were you with when you visited a website or used an application/app on your mobile device from [INSERT START TIME TO END TIME] to do each of the following? Q15. Did any of the Proprietary and Confidential.27 ©2011 All Rights Reserved following people participate in any of the activities you did on your mobile device??
    • 28. More opportunity for home cross device connectionwhen users are in Connect, Entertain & Inform modePast Day Home & Out-of-Home Mobile Internet Usage by Modes Connect Search Entertain Manage Inform Shop Navigate A lot of activity takes place at home 37% 33% 38% 34% 37% 28% 20% At home But Out-of-Home (i.e. working, shopping, at a restaurant, social gathering, etc.) dominates 62% 66% 61% 65% 62% 71% 79% Out-of-home QM10. Where were you when you visited a website or used an application/app on your mobile Proprietary and Confidential.28 ©2011 All Rights Reserved enabled device from [INSERT START TIME TO END TIME] to do each of the following?
    • 29. Across all modes, multi-tasking with PC is mostcommonWhat else are they doing when doing these tasks on mobile Internet?Top 3 tasks when doing each of these things on a mobile (Past day)Connect Search Entertain Manage Inform Shop Navigate30% 25% 32% 27% 28% 39% 24%25% 22% 21% 18% 25% 22% 16%18% 22% 17% 17% 18% 18% 15% Key Watching tv Talking to people around me Eating Online on a PC Q17. What other things were you doing while you doing each of the following on your mobile Proprietary and Confidential.29 ©2011 All Rights Reserved device on (INSERT DAY) at (INSERT TIME OF DAY)?
    • 30. Motivations by mobile mode differ Motivations for Using the Mobile Internet by Mode Connect Search Entertain Manage Inform Shop NavigateTask/knowledge required immediately 13% 34% 12% 27% 12% 20% 47% Is something that Im passionate about 8% 8% 19% 7% 9% 11% 5% Is part of my general routine 53% 22% 32% 39% 39% 22% 19% Found by browsing or recommendation 17% 25% 25% 14% 32% 37% 20% Please tell us if any of the statements describe your experience with each of the following activities Proprietary and Confidential. 30 ©2011 All Rights Reserved that you did on your mobile phone?
    • 31. And people’s motivations for each mobile mode varyContent, shopping and entertainment are more about browsing while maps, onlinemanagement and searching for info are more goal-oriented. Navigate Manage Search Connect Entertain Shop InformAccomplishing Browsing Goals Proprietary and Confidential.31 ©2011 All Rights Reserved
    • 32. A rich & rewarding environment for advertisers JAZZ UP THESE DIVIDERWhat It All Means For Advertisers SLIDES TO MATCH THEME OF SECTION32
    • 33. 3 in 4 consumers understand that advertising is partof the mobile experience– Attitudes Towards Mobile Advertising Agree with either of these statements: any of these statements: – After I withamobile ads if sometimes look for I find see mobile my it means that I can I’m okadvertising on ad, Imobile device intrusive Pro, 40% – – – – specific needs and interests 75% more most mobile ads to be irrelevant I find info access mobile content for free I’m ok with mobile ads if it’s personalized to my And do not agree with either of these: accept that I’m ok with mobile ads when they are useful and I find advertising Ion my mobile device intrusive relevant to what am currently searching for – advertising is a part I find most mobile ads to be irrelevant Accepting, 35% of the experience And do not agree with either of these: – I find advertising on my mobile device intrusive – I find most mobile ads to be irrelevant Rejecting, 25% Q38. Below is a list of statements that may or may not describe how you feel about advertising on mobile devices. Using the scale below, please tell us how much you agree or disagree with each of Proprietary and Confidential.33 ©2011 All Rights Reserved the following statements about advertising on your mobile device.
    • 34. Around 1 in 2 consumers notice ads on theirmobile, especially those male & younger% Recalling Seeing a Mobile Ad Last Time they Used Mobile Internet Average number of ads noticed per session = 2-3 ads 56% 54% 48% 49% 48% 45% 46% 39% 37% 34% Total Male Female 13-17 18-34 35-54 iPhone Bberry Android Other OS Q22. Which of the following types of mobile ads, do you remember seeing, if any, when you did the Proprietary and Confidential.34 ©2011 All Rights Reserved following activities on your mobile device
    • 35. Ad recall is strongest in the morning% Recalling a Mobile Ad while Using Mobile Internet (share across day) 10% 9% 8% 7% 6% 5% 4% 3% 2% 1% 0% 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am QM14. Which of the following types of mobile ads, do you remember seeing, if any, when you went online or used an application/app on your mobile device from [INSERT START TIME TO END TIME]? Proprietary and Confidential.35 ©2011 All Rights Reserved (Select all that apply.)
    • 36. Peak time for ad interaction is during break times andwhen winding downMost Likely to Respond to Mobile Ads…. As soon as you wake-up 27% When preparing for your day 30% On the go 35% While working 31% While at school 25% While running errands 30% During break time 55% While socializing 31% While eating meals 30% While shopping or in a store 31% While you are winding down 45% Before getting ready for bed/right before… 36% Q41. You mentioned that you use the following Internet sites or applications on your mobile device. Thinking about the various points of your day below please tell us when you typically access Proprietary and Confidential.36 ©2011 All Rights Reserved information from these sites.
    • 37. Ad recall and engagement vary by mobile modeAd Recall/Engagement by Mode Connect Search Entertain Manage Inform Shop Navigate 65% 59% 55% 51% 45% 47% 39% 35% 26% 26% 28% 24% 23% 20% Ad recall when doing this activity Ad engagement (click on ad) when doing this activity Q22. Which of the following types of mobile ads, do you remember seeing, if any, when you did the following activities on your mobile device on (INSERT DAY) at (INSERT TIME OF DAY)? Q26. Did you Proprietary and Confidential.37 ©2011 All Rights Reserved click on the ad/any of the ads while doing any of the following activities?
    • 38. Humorous, bold, and graphic rich ads attract consumers most Most Likely to Respond to this Form of Mobile Advertising Ads that are humorous 61% 13% Ads that are serious Ads that are bold (uses Ads which are more vivid colors, etc.) 47% 14% subtle and discrete Ads which are not Ads that are interactive 37% 20% interactive Ads that include 39% 18% Ads that include videoimages/graphical elements elements (not video) Q37 For each of the following sets of descriptors noted on the left and the right, please indicate which would capture your attention the most on your mobile device. Note: Middle bar not shown is Proprietary and Confidential. 38 ©2011 All Rights Reserved “equally would respond to both.”
    • 39. Ads that are relevant, specific and geographically targeted are also effective Most Likely to Respond to this Form of Mobile AdvertisingAds which are relevant to Ads which are broader inmy interests/ background 55% 13% focusAds which are relevant to Ads which are broader in local area 47% 14% focusAds which are relevant to Ads which are broader in my current location 45% 15% focus Ads that are visually Ads that provide a lot of 37% 20% attractive and provide detailed information little information Q37 For each of the following sets of descriptors noted on the left and the right, please indicate which would capture your attention the most on your mobile device. Note: Middle bar not shown is Proprietary and Confidential. 39 ©2011 All Rights Reserved “equally would respond to both.”
    • 40. Despite the small screen size, consumers want mobile ads to personally connect Most Likely to Respond to this Form of Mobile Advertising Ads that focuses on the Ads that focus on price of value that the 40% 19% product/service product/service gives me Ads that focus on product Ads that make me feel a details/info instead of stronger connection with 37% 19% making a strong connection the brand w/ the brand Ads that keep me up to Ads that tell me something date on the products/ 36% 17% new about a product orservices I already own/use service I already own/use Q37 For each of the following sets of descriptors noted on the left and the right, please indicate which would capture your attention the most on your mobile device. Note: Middle bar not shown is Proprietary and Confidential. 40 ©2011 All Rights Reserved “equally would respond to both.”
    • 41. Interactivity is also a feature in mobile ads, more so in a web browser than an application Most Likely to Respond to this Form of Mobile AdvertisingAds in a mobile application Ads in a mobile application that was free 43% 14% that I paid for Clickable ads that take me Clickable ads that take me to the PC version of a to websites optimized for 38% 16% website to view on my my mobile device/ screen mobile device Ads in my mobile web browser 33% 17% Ads in a mobile application Ads with click-to call Ads without click-to call features that allow me to 28% 27% featurescall someone immediately Q37 For each of the following sets of descriptors noted on the left and the right, please indicate which would capture your attention the most on your mobile device. Note: Middle bar not shown is Proprietary and Confidential. 41 ©2011 All Rights Reserved “equally would respond to both.”
    • 42. Advertisers should also take note that mindsets differ for mode, impacting tone-of-voice Mindsets by Mobile Modes (Before/During/After Conducted Mobile Activity) Connect Search Entertain Manage Inform Shop Navigate Involved (i.e. engaged, immersed) 103 83 160 60 112 117 66 Exploring (i.e. curious) 88 120 104 59 152 138 73 Sense of happiness (i.e. happy, entertained) 122 79 117 64 81 95 80 Sense of purpose (i.e. efficient, fulfilled) 88 108 83 136 73 122 129 Unengaged (i.e. distracted, bored) 103 99 129 63 101 123 83 Concerned(i.e. anxious, guilty, upset) 80 100 106 79 105 251 131 Irritated(i.e. confused, frustrated) 75 146 71 120 79 134 180 How did you feel when you visited a website or used an application/app on your mobile device Proprietary and Confidential. 42 ©2011 All Rights Reserved from [INSERT START TIME TO END TIME] to do each of the following?
    • 43. How can advertisers take advantage of the mindset for each mobile mode? (aware of ads when doing this task) Shop Inform Entertain SearchAd recall Navigate Manage Connect Ad engagement (click on ads when doing this task) Proprietary and Confidential. 43 ©2011 All Rights Reserved
    • 44. How can advertisers take advantage of the mindset for each mobile mode? A receptive audience Inform and Entertain have high ad recall but less ad engagement than shopping. These modes offer the prospect of high ad receptivity, but to leverage it means advertising (aware of ads when doing this task) should be relevant to reflect the consumer’s ‘involved’ mindset Shop The Best Performance Vehicle High recall and high engagement. The mindsets for this Inform Enable consumers mode offer advertisers the potential to: Similar to Navigate and • Connect with consumers (‘involved’ and ‘exploring’) Manage, ‘irritation’ is higher Entertain • Be a solution (‘sense of purpose’, ‘irritation’ and when consumers are in Search ‘concerned’) mode; they are also ‘exploring.’ Tapping into both mindsets by Search introducing consumers to Untapped potential for advertisersAd recall relevant info can be an effective strategy. Navigate Navigate and Manage show lower ad recall but relatively Manage high ad engagement. Advertisers should provide solutions to address the mindsets of ‘irritation’ , ‘concerned’ and ‘sense of purpose’ Connect Ad engagement (click on ads when doing this task) Proprietary and Confidential. 44 ©2011 All Rights Reserved
    • 45. How to optimize your ads by mode Mode Optimization Strategy Browsing Strong ad recall. Consumers are highly engaged but also have a sense of discovery, so ads do not necessarily need to be relevant to site content. Inform Ad recall and engagement is highest. Develop creative that introduces consumers to new, relevant products and offers a way to purchase them more easily and/or at a Shop lower price than from other sources. Good ad recall. Ads should be relevant to site content. Opportunity to introduce bold, relevant ads that entertain and grab user’s attention. Entertain Ads can be more emotional and invoke feeling. Increase engagement by keeping ads personally relevant and targeted. Connect Consumers are more open-minded to exploring to a degree. Introduce consumers to info that is relevant to what they are searching for. Search Potential to get annoyed is high if ad is not relevant to the task at hand. Consider sponsorship or subtle ads that help consumers accomplish their goal. ManageAccomplishing Goals Potential to get annoyed is high if ad is not relevant. Ads that are easy to use, relevant, and reliable can result in high ad engagement. Navigate Proprietary and Confidential. 45 ©2011 All Rights Reserved
    • 46. FINDINGS RAPID GROWTH: Consumers are spending more time on their mobile phones compared to a year ago, specifically, there’s been a 54% increase in time spent on the mobile web and 29% increase in time spent watching video on a mobile device. Most of the time spent occurs before 1 PM. MOBILE ISN’T ALWAYS ON THE GO: A third of total time spent on the mobile device is spent while at home with consumers indicating that they use their mobile device most often during down times and breaks and/or free time. THE MOBILE WEB, STARTING TO DELIVER A CONTENT DRIVEN EXPERIENCE. News, entertainment, sports and fashion are the most often consumed written content. While mobile video usage shifts more to entertainment with music, gaming, food and movie trailers leading. MOBILE: OUR CO-PILOT & EXTENSION TO ONLINE. The way users consume on their mobile device mirrors the modes with which users consume on their PC. Connecting, searching, & entertaining dominated mobile web usage with navigation being more pronounced for mobile than on the PC. The majority state that the mobile web provides information to help in real life circumstances, is vital to their social life, and even cures boredom. MOBILE AD EXPECTATIONS. The highest proportion of ad recall is during the hours of 6am to 12pm – during which they are usually in connect, search, or manage modes. Despite small screen sizes, consumers desire bold, graphic rich, and targeted ads with the highest levels of ad receptivity when they are in shopping, informing or entertaining modes. Proprietary and Confidential.46 ©2011 All Rights Reserved
    • 47. IMPLICATIONS BE PART OF THE GROWTH. Even with the exponential growth of the mobile web, the audience and the experience is still new. Capitalize on the fact that 60% are still looking for a better mobile Internet experience and optimize PC websites to be mobile enabled to engage a growing audience. BE AROUND CONTENT, A GROWING DAILY PART OF THE MOBILE EXPERIENCE. Align your brands with content that achieves the most scale, notably content of a more professional variety like news, sports, and entertainment . USE DAYPARTS TO OPTIMIZE METRICS. Ad recall is strongest in the morning, whereas ad interaction is highest during break time or free time. INVEST IN CREATIVE. Use modes to ensure that your message will be well received. For example, when shopping or navigating, interactive ad formats related to the experience might work best. Minor changes in your creative execution could have significant impact on ad performance. THE FUTURE – AN EXCITING POTENTIAL. Given that consumers describe the connection to their mobiles devices in human terms – their co-pilots, marketers need to be even more vigilant in flighting and producing the right ads for the right context. Mobile advertising needs to evolve to be the most personalized, localized, and impactful given the small screen. Proprietary and Confidential.47 ©2011 All Rights Reserved
    • 48. Thank You! YAHOO! Ashmeed Ali Ira Amilhussin Lauren Weinberg Edwin H. Wong IPSOS Ian Wright Kevin J. Thompson Yvonne Damm DESIGNER Diana Young Proprietary and Confidential.48 ©2011 All Rights Reserved Source: Qualitative
    • 49. APPENDIX49 Proprietary and Confidential. ©2011 All Rights Reserved
    • 50. PC still dominates the online day but as the mobileuser experience improves, we can expect it toincrease its share% of consumers going online on a mobile or PC/laptop 25% 20% 15% 10% 5% PC Mobile 0% 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am QM1. Which primary activity were you doing from [INSERT TIME PERIOD]? Select one. While you were [INSERT PRIMARY ACTIVITYRESPONSE] from [INSERT START TIME TO END TIME] Proprietary and Confidential.50 ©2011 All Rights Reserved did you do any of the following activities at the same time? (Select all that apply)
    • 51. There’s no set time for each mobile ‘mode butconnecting and searching are most commonthroughout the dayTasks undertaken online (share of total time spent on mobile by ‘modes’) 3.5% Connect Search 3.0% Manage Entertain 2.5% Inform 2.0% Shop Navigate 1.5% 1.0% 0.5% 0.0% 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am QM5. When you used your Internet enabled mobile device from [ITIME], did you do any of the following? (Select all that apply.) QM6. How many minutes did you spend doing each activity when Proprietary and Confidential.51 ©2011 All Rights Reserved you were using your mobile device from [TIME]?
    • 52. Social networking and emailing is heavy throughout the day with peaks near lunch time and during primetime4% Past Day Mobile Internet Activity (Diary, share of total time spent on mobile) CONNECT (NET) 79% Shared/posted photos3% Instant Messaged Checked/sent email 51% Checked/sent email Viewed your personal 41% social networking page…3% Social networks Instant Messaged (IMing) 28% Updated your personal2% 24% social networking page… Shared photos or video 7%2% Shared photos online (i.e. 7% Flickr, Picasa, etc.) Posted/wrote on a 6% blog, bulletin…1% Video conferencing (i.e. 4% Skype) Use location-based check 4%1% in services (such as… Posted videos online (i.e. 3% YouTube, etc.) Visiting online dating sites BACK0% 2% (i.e.… 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am QM5 DIARY: When you used your Internet enabled mobile device from [INSERT START TIME TO END TIME], did you do any of the following? Proprietary and Confidential. 52 ©2011 All Rights Reserved BASE: Tasks undertaken online (share of total time spent on mobile)
    • 53. Search engine usage is heaviest in the morning and early afternoon hours1.8% Past Day Mobile Internet Activity (Diary, share of total time spent on mobile)1.6% SEARCH (NET) 53% Used search engines Researched topic for school or work1.4% Looked up local info Used search engines to 35% Looking for how-to information research/find information1.2% Researched a topic for 15% school or work1.0% Looking for how-to0.8% information 12% (e.g., DIY, recipes, fitness,… Looking up local or0.6% directory information 10% (addresses, phone…0.4% Looked up information in my local 6% neighborhood/town/city…0.2% Looked up information very close to my current 6% BACK0.0% location (i.e. store… 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am QM5 DIARY: When you used your Internet enabled mobile device from [INSERT START TIME TO END Proprietary and Confidential. 53 ©2011 All Rights Reserved TIME], did you do any of the following?
    • 54. Nearly half of past day mobile activity is about managing1.4% Past Day Mobile Internet Activity (Diary, share of total time spent on mobile) Planned / monitored your health MANAGE (NET) 44%1.2% Made dinner plans Conducted online banking Planned&managed schedule (i.e. 22%1.0% Banking/investments checking, savings, credit… Planned & managed your 22%0.8% daily schedule Conducted investment related banking (i.e. 5%0.6% checked out… Planned and monitored your health (e.g. 5%0.4% diet/calorie… Made dinner reservations 4%0.2% or plans Made travel arrangements (e.g., plane 4% BACK0.0% tickets, hotel… 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am QM5 DIARY: When you used your Internet enabled mobile device from [INSERT START TIME TO END TIME], did you do any of the following? Proprietary and Confidential. 54 ©2011 All Rights Reserved BASE: Tasks undertaken online (share of total time spent on mobile)
    • 55. Mobile written content is heaviest in the AM but peaks near lunch & on the commute home. Most online mobile video is consumed before 8PM. Past Day Mobile Internet Activity (Diary, share of total time spent on mobile)0.80% Watch prof video0.70% INFORM (NET) 32% Watch non-prof video0.60% Read articles from Read blogs/boards/forums news/articles/headlines 22%0.50% Read articles from from online portals, papers, mags, etc portals, newspapers, m…0.40% Read news/articles/headlines 10% from blogs/message0.30% boards/forums0.20% Watched an amateur 7% video0.10% Watched a professional0.00% 3% video BACK 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am QM5 DIARY: When you used your Internet enabled mobile device from [INSERT START TIME TO END TIME], did you do any of the following? Proprietary and Confidential. 55 ©2011 All Rights Reserved BASE: Tasks undertaken online (share of total time spent on mobile)
    • 56. Mobile music Internet activities is highest in the morning before and in the afternoon after lunch0.9% Past Day Mobile Internet Activity (Diary, share of total time spent on mobile)0.8% ENTERTAIN - Net 36% Finding out info about upcoming movies Participating in Fantasy Sports Playing online0.7% Playing online games 15% games/multi-player… Music0.6% Listened to streaming 10% radio or created music…0.5% Browsed 10% for/downloaded music…0.4% Participating in Fantasy 7% Sports0.3% Finding out information 5% about upcoming…0.2% Something else 5%0.1% entertainment related Getting information on 4% BACK0.0% favorite TV shows /… 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am QM5 DIARY: When you used your Internet enabled mobile device from [INSERT START TIME TO END TIME], did you do any of the following? Proprietary and Confidential. 56 ©2011 All Rights Reserved BASE: Tasks undertaken online (share of total time spent on mobile)
    • 57. Using an online GPS is highest in the earlier part of the day. Using an online map peaks during the day.0.4% Past Day Mobile Internet Activity (Diary, share of total time spent on mobile)0.3% Used an online map NAVIGATE (NET) 16% Used an online GPS service0.3%0.2% Used an online map (i.e. Google 11%0.2% Maps, Yahoo! Maps, Mapquest)0.1%0.1% Used an online GPS 8% service BACK0.0% 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am QM5 DIARY: When you used your Internet enabled mobile device from [INSERT START TIME TO END Proprietary and Confidential. 57 ©2011 All Rights Reserved TIME], did you do any of the following?
    • 58. Browsing/researching purchases or coupons is a high activity in the early morning and late to early evening.0.5% Past Day Mobile Internet Activity (Diary, share of total time spent on mobile) Made a purchase0.5% SHOP (NET) 21% Selling at online auctions/stores/ads Created/managed shopping cart/list0.4% Used a barcode reader Browsed retail/online 9% Browsed for/used coupon/deals shopping sites0.4% Browsing/researching purchases Compared 6% products/services (i.e.…0.3% Browsed for/used 4% coupon/deals of the day…0.3% Created/managed a 3%0.2% shopping cart or list Selling at online0.2% 3% auctions, stores or… Purchased an inexpensive0.1% 3% product or service on my…0.1% Used a barcode reader to 2% scan a product0.0% Purchased an expensive BACK 1% 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am product or service on my… QM5 DIARY: When you used your Internet enabled mobile device from [INSERT START TIME TO END Proprietary and Confidential. 58 ©2011 All Rights Reserved TIME], did you do any of the following?

    ×