Yahoo! research - 'Appetite' - the hunger for mobile media

+4.5m 2008-2010 consumer +4.4m uptake forecast 2010-2012 mobile media landscape handsets browsers +99% content offer better advertising mobile kit revenue growth Source: Appetite, Yahoo! March 2010

multiple research stages & real time innovation DIARY AND FORUM • groups FOCUS • Manchester & London GROUPS • online survey DEPTH INTERVIEWS • 2000 people • UK mobile media users ONLINE • aged 16 - 65 SURVEY • mobile app MOBILE • real time data APP SURVEY • compare actual to claimed • subset of media users Source: Appetite, Yahoo! March 2010

mobile media defined web games downloading email personal (UG) media bluetooth music video Source: Appetite, Yahoo! March 2010 Source: Appetite, Yahoo! March 2010

a growing audience, skewing to daily use light 6.4m (34%) medium 4.9m (26%) 18.9m heavy users 7.6m monthly (40%) Source: Appetite, Yahoo! March 2010

less snacking… more ‘real web’ < 5 mins 5 mins + 23% 77% Source: Appetite, Yahoo! March 2010 Q9 For each of the following, please indicate the length of your average mobile internet session?

‘real web’ unlocks entertainment functional 63% entertainment 58% • email • social networking • download • streamed music/radio • price comparison/purchasing • streamed TV/video/film • search • maps/SatNav/GPS function • browse web/favourite brands • news,weather,sports • blogs /blogging Source: Appetite, Yahoo! March 2010

mobile media needs to be based on consumer need 55% 33% prefer 12% prefer don’t mind – as long as it does the job site app Q22. So thinking of websites that you access on your mobile phone – if there were an app available instead, would you prefer to download the app or would you still prefer to use the website? Source: Appetite, Yahoo! March 2010 Base: all who access the internet on mobile (n=1,240) 8

rise of the 3 screeners 77% 29% 17% 22% + + + + + Source: Appetite, Yahoo! March 2010

44% blame brands for a bad mobile experience 29% 34% network provider the phone 44% the website 5% myself Source: Appetite, Yahoo! March 2010 Q16. When a website doesn’t work on your mobile phone, which of the following do you tend to blame? Base: all those who access internet on mobile (n=1,240)

m-commerce is following the e-commerce evolution “ It’s like with the internet in its early days – everyone was reluctant to buy things online a few years ago. Now we all do it. It’ll be the ” same with mobile Source: Appetite, Yahoo! March 2010

• emotional needs met • app adds ‘wow’ factor • more entertainment • expectation is web • longer engagement • future is touch • 4.2m are 3 screeners • brands… fix mobile web! • TV triggers mobile use • retail brands – biggest opportunity • multimedia advertising • m-commerce the next strategy needed growing development Source: Appetite, Yahoo! March 2010

the ‘seriously’ blurb full deck available after we come present to you at your work and get your very valuable feedback all slides and videos are nickable if you credit them as being from Yahoo! source: Appetite, Yahoo! March 2010 Contact Patrick Hourihan (hourihan@yahoo-inc.com) for more details Source: Appetite, Yahoo! March 2010 Source: Appetite, Yahoo! March 2010

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Yahoo! research - 'Appetite' - the hunger for mobile media

by Patrick Hourihan on Mar 31, 2010

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