Your SlideShare is downloading. ×
0
Media Consumption Habits of
Mobile Users
&
How Brands Can Engage with
Them
In partnership with
InMobi, We Are…
• Over 100B ad impressions per month; Reach 578mn unique users
• 13,000+ Sites & Apps; Live in 165 countri...
Survey on Media Consumption: Q4 2011 – Q1 2012
• Sample of over 12,000 mobile consumers in 12 key countries
in Asia
• Chin...
31%
25%
25%
10%
9%
Using Mobile (excluding
SMS/Calls)
Online via desktop/laptop
Watching TV
Listening to Radio
Reading
New...
26%
27%
27%
28%
30%
31%
33%
34%
34%
35%
36%
33%
23%
33%
29%
23%
25%
20%
20%
35%
18%
20%
25%
26%
24%
24%
23%
31%
27%
27%
18...
For mobile web users in Asia, mobile is the preferred
medium for communication, entertainment and search
Which form of med...
19%
16%
19%
23%
23%
18%
15%
5%
9%
5%
5%
5%
55%
55%
45%
42%
39%
37%
35%
25%
34%
28%
23%
13%
20%
22%
29%
19%
22%
23%
26%
45%...
Yesterday, aside from making calls what did you spend the most time on
your mobile doing?
Social Media
(e.g. Facebook,
Twi...
0% 10% 20% 30% 40% 50%
Which two forms of media most impact your purchasing decisions?
5%
9%
45%
49%
17%
43%
Mobile has al...
21%
16%
34%
29%
0% 5% 10% 15% 20% 25% 30% 35% 40%
No opinion, I don't think much about
ads on my phone
Less comfortable, I...
Awareness
Favorable Opinion
Consideration
Shopping
Sale
Introduced you to something new (35%)
Helped you find something ne...
How Brands Can Engage their
Consumers?
Unique Advantages of Mobile
Advantages of the mobile medium – intimacy, immediacy,
interactivity, reach, and accountability
0
2
4
6
8
10
12
14
16
Unaided
Awareness
Aided
Awareness
Ad
Awareness
Message
Association
Purchase
Intent
2
2.7
6.9
3.4
2.3...
How to start?
DR CAMPAIGN
Tailor Mobile Marketing for
Lead Generation
CPC buys
Performance sites
Drive to respond
through calls to
actio...
Targeting capabilities: Switchers, Upgraders & Advocates
Connecting Brands to your Audiences
Target By:
• OS/Device/Carrie...
Calls to Action for your every objective
Call to Action Description
Click to Landing
Page
User is taken to a mobile websit...
Example engagement ideas for
your mobile ad campaigns…
Showcase Your Product
Leverage the power of HTML5 to
bring your products to life
• 53% of consumers would like to
see more...
Enable User Customization
Identify the product that is right
for the user by enabling users
to customize for themselves
Cr...
The Largest Independent Mobile Ad Network
Promote Coupons / Promotions
Drive consumers in-store by
featuring a coupon or
promotion
• 31% of consumers would like to
...
Store Locator
Make it easy for users to find
you by integrating a store
locator option within your ad
unit
• 27% of consum...
The Largest Independent Mobile Ad Network
Make it Social
Build a fan base for your brand
by integration social media
components within the ad unit
• Display ads and...
Make it Fun - Gamification
Make it fun by enabling users to
play and interact with your brand
• Gaming is #1 time spent ac...
Bringing it all together
Creative
• Free Creative
Services from
Sprout Team*
• Free Rich Media
Ad Serving Fee*
* Minimum Campaign Spend
Distributio...
For further information, please contact:
Phalgun Raju, phalgun.raju@inmobi.com
GM, Southeast Asia, Hong Kong, Taiwan
Thank...
Upcoming SlideShare
Loading in...5
×

InMobi Asian Mobile Consumer

1,099

Published on

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

No Downloads
Views
Total Views
1,099
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
67
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Transcript of "InMobi Asian Mobile Consumer"

  1. 1. Media Consumption Habits of Mobile Users & How Brands Can Engage with Them In partnership with
  2. 2. InMobi, We Are… • Over 100B ad impressions per month; Reach 578mn unique users • 13,000+ Sites & Apps; Live in 165 countries; • $US 215mn funding – Softbank, KPCB, Sherpalo • Acquired Sprout – Leading Innovator in Rich Media Ads & HTML 5 Global Footprint with Local Expertise World’s Largest Independent Mobile Ad Network
  3. 3. Survey on Media Consumption: Q4 2011 – Q1 2012 • Sample of over 12,000 mobile consumers in 12 key countries in Asia • China, South Korea, Australia, India, Vietnam, Malaysia, Singapore, Indonesia, Philippines, Japan, Hong Kong and Taiwan. • Recruited via InMobi global mobile ad network between September 2011 and March 2012 • Used Decision Fuel mobile web platform to collect a representative sample, including a full range of smart phones & feature phones • Weighted according to available relevant demographics • Four quality control mechanisms applied with approximately 10% of completes removed from sample Media Consumption & Usage Behaviors Geographic Coverage Methodology In partnership with
  4. 4. 31% 25% 25% 10% 9% Using Mobile (excluding SMS/Calls) Online via desktop/laptop Watching TV Listening to Radio Reading Newspapers/Magazines 101 31% 84 25% 83 25% 32 10% 30 9% Yesterday, how much time did you spend on the following activities? Minutes Spent % of Time The average Asian mobile web user consumes 5.5 hours of media daily Among mobile web users in the Asia Pacific region, mobile has surpassed traditional online and TV in terms of time spent Source: Decision Fuel and InMobi research, sample n = 13,351, The question was not asked in AU
  5. 5. 26% 27% 27% 28% 30% 31% 33% 34% 34% 35% 36% 33% 23% 33% 29% 23% 25% 20% 20% 35% 18% 20% 25% 26% 24% 24% 23% 31% 27% 27% 18% 25% 27% 8% 13% 8% 9% 15% 7% 9% 13% 5% 9% 9% 8% 11% 7% 10% 9% 7% 11% 6% 8% 13% 8% South Korea Malaysia Taiwan Hong Kong Singapore Japan India Philippines China Vietnam Indonesia Using Mobile (excluding SMS/Calls) Online via desktop/laptop Watching TV Listening to Radio Reading Newspapers/Magazines Yesterday, how much time did you spend on the following activities? Significant mobile usage can be seen across all markets in Asia Pacific, with emerging markets leading the way 5.0 4.6 5.1 6.4 4.7 5.2 5.8 6.2 6.1 6.4 5.0 Total Media Time Spent (Hours) Source: Decision Fuel and InMobi research, sample n = 13,351
  6. 6. For mobile web users in Asia, mobile is the preferred medium for communication, entertainment and search Which form of media do you use most often for the following activities: Communication (email, Facebook, Twitter, etc) Shopping (travel, purchases, etc)Finding out information (sports, news, etc) Entertainment (videos, games, music) 52% 32% Mobile Device Desktop & Laptop TV 39% 18% Mobile Device Desktop & Laptop 33% 32% Mobile Device Desktop & Laptop 17% TV 32%42% Mobile Device Desktop & Laptop 13% Source: Decision Fuel and InMobi research, sample n = 15,055
  7. 7. 19% 16% 19% 23% 23% 18% 15% 5% 9% 5% 5% 5% 55% 55% 45% 42% 39% 37% 35% 25% 34% 28% 23% 13% 20% 22% 29% 19% 22% 23% 26% 45% 31% 31% 36% 35% 6% 7% 7% 16% 16% 22% 24% 25% 26% 36% 36% 47% Taiwan Korea China Hong Kong Australia Japan Singapore Vietnam Malaysia Philippines India Indonesia Mostly via a desktop/ laptop Evenly split between mobile and desktop/laptop Mostly via mobile phone Only via mobile phone Source: Decision Fuel and InMobi research; sample n = 14,076 How do you typically go online/surf the web? In Asia, 50% of mobile web users now see mobile as either their primary or exclusive means of going online
  8. 8. Yesterday, aside from making calls what did you spend the most time on your mobile doing? Social Media (e.g. Facebook, Twitter, etc.) 20% Entertainment (Music, Videos, etc.) 20% Shopping 8% General Info (Search, Sports, News, etc.) 14% Local Search 8% Source: Decision Fuel and InMobi research; sample n = 13,430 Play Games 18% E-mail 12% Social media, entertainment and games are the dominant activities
  9. 9. 0% 10% 20% 30% 40% 50% Which two forms of media most impact your purchasing decisions? 5% 9% 45% 49% 17% 43% Mobile has almost caught up with TV & Internet, in influencing purchasing decisions 34% Source: Decision Fuel and InMobi research, sample n = 13,100
  10. 10. 21% 16% 34% 29% 0% 5% 10% 15% 20% 25% 30% 35% 40% No opinion, I don't think much about ads on my phone Less comfortable, I find them intrusive Equally comfortable, I'm getting used to seeing them More comfortable, I find them to be very useful Compared to other forms of advertising like TV or online, how comfortable are you with mobile web and mobile app advertisements (not SMS)? 63% of mobile users are as comfortable with mobile advertising as they are with TV or online advertising Source: Decision Fuel and InMobi research, sample n = 13,250
  11. 11. Awareness Favorable Opinion Consideration Shopping Sale Introduced you to something new (35%) Helped you find something nearby (21%) Provided you with better options (23%) Influenced your in-store purchase (8%) Caused you to reconsider a product (12%) Influenced you to buy via your mobile (11%) Source: Decision Fuel and InMobi research, sample n = 15,074 Has mobile advertising ever: Mobile advertising has influenced purchasing behavior
  12. 12. How Brands Can Engage their Consumers?
  13. 13. Unique Advantages of Mobile Advantages of the mobile medium – intimacy, immediacy, interactivity, reach, and accountability
  14. 14. 0 2 4 6 8 10 12 14 16 Unaided Awareness Aided Awareness Ad Awareness Message Association Purchase Intent 2 2.7 6.9 3.4 2.3 8.6 9.1 13.6 14.1 11.4 Online Norms Mobile Norms Purchase intent via mobile is FIVE TIMES that of online. Source: InsightExpress % Proprietary and Confidential © 2011 InMobi Mobile outperforms online
  15. 15. How to start?
  16. 16. DR CAMPAIGN Tailor Mobile Marketing for Lead Generation CPC buys Performance sites Drive to respond through calls to action CONVERSIONS AWARENESS BRAND CAMPAIGN Tailor Mobile Marketing for Campaign Recall TACTICS DATA AVAILABLE Device details, impressions, clicks, leads, downloads* CPM/CPC buys Premium, category targeting and in- app buys Drive to engagement Device details, impressions, clicks, time spent, videos, page views, shares, etc What is your campaign goal? TACTICS DATA AVAILABLE Phone Call or Text Play a Video Lead Generation App Download Tweet or Facebook
  17. 17. Targeting capabilities: Switchers, Upgraders & Advocates Connecting Brands to your Audiences Target By: • OS/Device/Carrier • Content & Category • Demographic • Geo-Location • Daypart
  18. 18. Calls to Action for your every objective Call to Action Description Click to Landing Page User is taken to a mobile website Click to Video Play Video plays on device Click to Search User is taken to a search results page Click to Calendar Mobile device stores an event date Click to SMS Mobile device sends SMS shortcode Click to dld. coupon Device downloads discount coupon Click to Call Mobile device calls specified number Click to Share User shares link on social media Click to Store Locate User is taken to a store locator map Click to Buy User is taken to mCommerce store Specific Calls to Action and ROI metrics for each step of the funnel Awareness Favorable Opinion Consideration Shopping Sale
  19. 19. Example engagement ideas for your mobile ad campaigns…
  20. 20. Showcase Your Product Leverage the power of HTML5 to bring your products to life • 53% of consumers would like to see more product info or photos through their mobile to aid them in their shopping experience Creative Options: • Feature key items from a promotion or new collection • Scrolling product catalogues • 3D product modeling
  21. 21. Enable User Customization Identify the product that is right for the user by enabling users to customize for themselves Creative Options: • Body Type Customization • Product Recommendation • Product Personalization
  22. 22. The Largest Independent Mobile Ad Network
  23. 23. Promote Coupons / Promotions Drive consumers in-store by featuring a coupon or promotion • 31% of consumers would like to see coupons to make more use of mobile ads Creative Options: • Manufacturer coupons • Retailer specific coupons • QR code integration
  24. 24. Store Locator Make it easy for users to find you by integrating a store locator option within your ad unit • 27% of consumers would like to see store hours and directions on mobile ads to aid them in their shopping experience Integration Options: • Integrate store locator map directly into HTML5 ad unit • Custom brand icons on map • Link to website landing page with store address & hours
  25. 25. The Largest Independent Mobile Ad Network
  26. 26. Make it Social Build a fan base for your brand by integration social media components within the ad unit • Display ads and social media play a complimentary role within a user’s purchase conversion funnel, so it’s important to have a holistic approach to cross promote content where possible Integration Options: • Facebook, Twitter, YouTube • Foursquare, Shopkick, etc.
  27. 27. Make it Fun - Gamification Make it fun by enabling users to play and interact with your brand • Gaming is #1 time spent activity on mobile devices • Gamification of your brand or campaign can go a long way to establish brand awareness with your target audience Integration Options: • Custom mini game solutions available through InMobi Creative Services • Feature games that brands have licensed on their own
  28. 28. Bringing it all together
  29. 29. Creative • Free Creative Services from Sprout Team* • Free Rich Media Ad Serving Fee* * Minimum Campaign Spend Distribution • Largest Independent Ad Network • Reaching over 578 million mobile consumers Quality • Tested across thousands of device + action + OS version combination • Dedicated QA resources for every creative Measurement • Powerful Tracking and Analytics/Optimizatio n • Metric collection & insight generation • Optimization & A/B testing Unmatched LOCAL & Global Premium inventory + Campaign/Brand level Research The InMobi Challenge: Pilot In 1 Month
  30. 30. For further information, please contact: Phalgun Raju, phalgun.raju@inmobi.com GM, Southeast Asia, Hong Kong, Taiwan Thank You
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×