Cocoa chinaevent key_v2_bernie-google

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Cocoa chinaevent key_v2_bernie-google

  1. 1. Mobile Advertising for Mobile Applications Aug 27, 2011 Bernard Tay
  2. 2. agenda 1 Mobile Application is big 2 Smartphone Users Are Target Audience 3 Ad-Funded, In-App or One-Time Download
  3. 3. Mobile Application Is BIG
  4. 4. Smartphone Users Are TargetAudience?
  5. 5. Worldwide Smartphone Shares SWE NOR FIN 30% 33% 29% RUS GBR DNK 25% 30% DEU 30% POL CZE NLD 18% KOR FRA xx% 29% 33% CHN JPN 27% HKG 27% AUT TURUSA CHE 35% 6% ESP ITA 35% 21% 14%31% TWN 34% ISR THA 33% 24% IND MYS 26% xx% 28% 23% 9% SGP IDN ZAF 62% AUS 15% 17% 37%
  6. 6. The Spectacular Rise of the Tablet Tablets predicted to reach 25% of PC The iPad is Apple’s fastest-selling shipments in next two years device in history500 Tablet Shipments (millions) iPad, iPhone, iPod Sales, 3 Quarters 12 After Launch (millions)450400 10350 8300 Tablets iPad250 6 PCs iPhone200 4 iPod150100 2 50 0 0 2010 2011 2012 0 Q1 Q2 Q3
  7. 7. » Private urban smartphone usersin China:Devices:54% currently have their first smartphone.Brands:They mainly use Nokia, Samsung, Apple.Web-behaviour:61% use the internet at least once a day viasmartphone. Still heavier web-usage via PC /laptop.Demographics:More males use smartphones, they are younger(up to 34 years), higher educated and full-timeemployed.
  8. 8. Used Devices» 97% of urban Chinese citizens use a Mobile Phone /Smartphone 72% Mobile phone / Desktop / PC Laptop / Netbook / MP3- / Media eReader Tablet PC or Handheld Smartphone Notebook Webbook player with Slate / Pad gaming device Web access Base: All respondents, n=1000 Netcount Q1: Which, if any, of the following devices do you currently use? Laptop / Desktop
  9. 9. Number and Type of Used Phones» 30% of urban Chinese citizens have more than one phone 1% have four phones 4 4% have three phones 3 +dk dk +dk + 2 + 25% have + two phones dk 67% have 1 one phone Base: All respondents, n=1000 Q2: And how many mobile phones or smartphones do you currently use? Q6: And which of the following best describes your phones?
  10. 10. Share of Mobile Phones vs. Smartphones» 35% of urban Chinese citizens use a smartphone for personalreasons Mobile 97% Phone 60% Smart- Phone 35% Base: All respondents, n=1000 Q1: Which, if any, of the following devices do you currently use? Q6: And which of the following best describes your phones?
  11. 11. Number of Smartphone & Usage Duration» For 54% of urban smartphone users it is the first smart device Don‘t know No Yes Base: All main privately used smartphones, n=354 Q7: Is your … your first smartphone? Q8: How long have you been using your smartphone?14
  12. 12. Demographics 1/2 All respondents Private smartphone users Female 50% 44% Gender Male 50% 56% 18 - 24 Years 17% 24% 25 - 34 Years 31% 39% 35 - 44 Years 23% 21% Age 45 - 54 Years 18% 11% 55 - 64 Years 11% 5% Average Ø 36,6 Ø 32,8 Low 22% 8% Education Middle 26% 26% High 51% 65% Active (full + part time) 71% 81% Employment Status Inactive 29% 19% Single 30% 40% Living with partner 0% 0% Marital Status Married 69% 58% Divorced/ separated 1% 1% Base: All respondents, n=1000 / Private smartphone users, n=354
  13. 13. Demographics 2/2 All respondents Private smartphone users 1 Person 3% 3% 2 Persons 6% 7% Household Size 3 Persons 37% 40% 4 Persons and more 53% 49% Average Ø 4,0 Ø 3,9 0 Children 53% 53% 1 Child 36% 36% Number of Children 2 Children 8% 8% 3 Children and more 2% 3% Average Ø 0,6 Ø 0,6 Top (8.000 RMB or more) 20% 30% Household Middle (3.000 – 7.999 RMB) 39% 40% income (monthly) Low (less than 3.000 RMB) 33% 23% Base: All respondents, n=1000 / Private smartphone users, n=354
  14. 14. Are These YourTarget Audience ? ✔
  15. 15. Ad-Funded, In-App PurchasingAnd Paid ?
  16. 16. Ad-Funded In-App Purchase Pay Per Download• Advertiser Pays • User Pays • User Pays• CTR, eCPM, CPC • Virtual goods • Price of app• Recurring Revenue inventory, price per • One-Time-Revenue payment,• Easy option for users • Great option for users to experience full • Recurring Revenue who are willing to buy features of apps • Great option for users the app right out, with without paying to try the app with either previous possibly limited knowledge of the app features (via advertising ?)
  17. 17. Typical Lifecycle Of Successful App Integrate monetization SDK & Publish to Appstore Increase Userbase via Mobile Advertising Monetize & Use HouseAds to further drive downloads of other versions (x & up sell)
  18. 18. Key TakeawaysMobile App business is explodingand pads expected to drive evenmore growthSmartphone users are also theright audience3 main monetization modelsavailable and should be combinedin an overall strategyTime is right now, reach out toGoogle Mobile team to get started
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