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Industry updates on key mobile trends 3 15 13

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  • 1. Industry updates on key mobile trendsWEEK ENDING 3/15/2013 1
  • 2. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 3/15/2013Mobile Trends 63% of mobile searches trigger an action within one hour of the initial search, such as going to a store, calling a business, or making a purchase, according to a Nielsen & Google study released Wednesday. Study highlights include: – 45% of mobile searches are conducted to help make a decision, and that number jumps to two-thirds when in a store. – Within 5 hours of conducting a search, the study attributes 81% of conversions to participants visiting or calling a store, or making a purchase. Some 55% of purchases happen within 1 hour of the initial search; 26%, 1 to 5 hours; 7%, 5 to 12 hours; 8%, 12 to 24; and 4%, 24 hours or more. – 59% of those conducting a mobile search share information within 1 hour or less; 24%, between 1 and 5 hours, and 17%, 5 hours or more. The growing ubiquity of Wi-Fi and mobile payments has presented a challenge and an opportunity for brick- and-mortar retailers by putting powerful research tools in the hands of shoppers, but also providing them with new POS capabilities. – • eMarketer projects that proximity mobile payments in the US are set to explode, growing from $2.12 billion in 2013 to $62.24 billion in 2016. 2
  • 3. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 3/15/2013Mobile Trends (cont.) According to a new report from xAd, the use of mobile location-based targeting by advertisers is skyrocketing, with search-behavioral targeting experiencing the highest rate of growth. Mobile local ad network xAd found: – 95% of national advertisers are now leveraging some form of mobile location-based targeting. – Advertisers have started to shift from the standard geo-targeting often seen in desktop marketing and based on ZIP code, city or DMA area to geo-precise targeting, which leverages mobile’s unique ability to target users based on their specific location. – Search-behavioral targeting provided the highest lift on average, increasing performance 60% over the industry benchmark. – Throughout the year, locally targeted display averaged a click-through rate of 0.8% while targeted search had a click-through rate of 8%. 3