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Mobile is Basically Local and Search
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  • 1. Mobile is BasicallyLocal and Search Dr. Augustine Fou http://www.linkedin.com/in/augustinefou July 19, 2012.
  • 2. U.S. Mobile Ad RevenuesNational vs Local Local mobile will surpass national mobile ad revenues by 2013. Source: xAds, May 2012July 19, 2012 2
  • 3. Search is Most Visitedon Smartphones Search and social websites are the top • Search engine websites most visited websites • Social network websites on smartphones. • Retail websites • Video sharing sites • General consumer websites • Brand or manufacturer websites • Review websites • Health information sites Source: Google/Ipsos, April 2011July 19, 2012 3
  • 4. Local Display vs SearchSearch ads have 10x the CTRs vs Display Local search ads had far higher Click Through Rates and also Secondary Action Rates compared with local display ads. Source: xAds, May 2012July 19, 2012 4
  • 5. Local Display vs SearchUsers from search much more ready to act Users call and take action Users want more information and reviews Source: xAds, May 2012July 19, 2012 5
  • 6. Smartphone searchersgo on to purchase Source: Google/Ipsos, April 2011 Users want more information and reviewsJuly 19, 2012 6
  • 7. Top Local Search Categories Restaurants, gas stations, and • Restaurants health/medical were • Gas stations the top 3 categories • Health & medical most searched on • Home & garden mobile. Q1 2012 • Shopping • Law & Finance • Auto • Travel • Beauty Salons • Sports & Recreation Source: xAds, May 2012July 19, 2012 7
  • 8. Related Articles Percent of Ecommerce from Mobile By: Augustine Fou, March 27, 2013 Smartphone Penetration Exceeds 50 Percent By: Augustine Fou, March 21, 2013 Percent of Ecommerce from Mobile By: Augustine Fou March 27, 2013 Digital is a Philosophy By: Augustine Fou, March 31, 2011-8- Augustine Fou
  • 9. Dr. Augustine Fou – Chief Digital Strategist “I advise clients on shifting their marketing mix among traditional and digital tactics, and unifying them to work optimally together.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefouJuly 19, 2012 9 acfou@mktsci.com
  • 10. APPENDIX2/15/2012 10
  • 11. Smartphone Uses Mirror Computer Source: Harris Interactive 2013
  • 12. Top Smartphone Activities by Minutes Source: Onbile, October 2012 Source: O2 United Kingdom July 2012