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
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.