Mobile Apps & How They're Revolutionizing Search


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  • Green line represents: monthly unique visitor count of consumers looking at Android devices on the Carrier sitesBlue line represents: monthly unique visitor count to
  • MI12: How often do you perform each of the following activities on your smartphone?
  • MI13. Do you typically perform each of these activities using an application or using your smartphone’s mobile Internet browser?
  • Question: To the best of your recollection, what types of applications have you downloaded on your smartphone?
  • Question: When using your mobile phone, have you seen any forms of mobile advertising?Question: Which of the following types of mobile advertising have you noticed, if any, in the past 6 months?
  • Question: Which of the following actions have you taken, if any, in response to mobile advertising you have been exposed to in the past 6 months?
  • Mobile Apps & How They're Revolutionizing Search

    1. 1. Mobile Apps & How They’re Revolutionizing Search<br />
    2. 2. About CompeteCompete connects the dots from online insights to marketing ROI<br />Increase online and offline marketing effectiveness based on online behaviors and survey responses from millions of consumers<br />Largest integrated online consumer behavior and survey panel in the industry<br />Expertise in the automotive, consumer goods, financial services, media, mobile, online, retail, telecom and travel markets<br />Advertising and promotion effectiveness<br />Shopper quality and brand consideration<br />Website effectiveness<br />Segmentation and targeting<br />Search marketing performance<br />Customer satisfaction and loyalty<br />Competitive tracking and benchmarking<br />2<br />
    3. 3. Smartphone Interest<br />Apps vs. Browser<br />Barcode Scanning<br />Mobile Advertising<br />
    4. 4. How Often Smartphone Owners Seek Info<br />
    5. 5. Consumers Rely on Apps & Browser for Info<br />Apps<br />Mobile Browser<br />Both<br />
    6. 6. 38% of Smartphone Owners say that anIntegrated Apps Store is a must have<br />Consumers are flocking to the app stores<br />26% of Android Owners and 31% of iPhone Owners have visited an app store at least 11x in the past 3 months<br />
    7. 7. Selective About Choice of Downloads<br />37%download zero apps a month<br />43%download just 1-3 apps a month<br />80% say most or all apps were free<br />26% of apps are used just 1x (source: Localytics)<br />
    8. 8. Not “Searching” in the Traditional Sense<br /><ul><li>Instead, they are downloading applications that help to solve a particular problem:
    9. 9. What restaurant should I go to? What store is nearby?</li></li></ul><li>Top items scanned:<br />Grocery Items<br />Books, DVDs, video games<br />Apparel, shoes, jewelry<br />28% have used a Barcode Scanning application<br />Top reason to scan: compare prices on the product to other stores<br />
    10. 10. Of those…<br />47% recall in app advertising<br />40% recall an ad in the browser<br />26% received an ad via SMS<br />21% got a location based coupon via SMS<br />19%received a coupon via email that they could redeem w/o printing<br />34%of Smartphone Owners recall seeing mobile advertising <br />
    11. 11. 17% use a coupon that was received<br />15% used search to get more information about the product<br />14% look online for more information about the product<br />10% consider buying the product<br />9%talked to a friend, family member or colleague about the product<br />38%of those exposed take some sort of action following exposure<br />
    12. 12. Danielle Nohe<br />Director, Technology and Entertainment<br />Twitter: @danielleanohe<br /><br />Office: 617.933.5696<br />Mobile: 617.694.0456<br />
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