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Sempo mobile yahoo

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  • 650M = one third of US mobile searches*ComscoreMobileLens, Dec 2010
  • iPad search term length is actually LONGER on average than a search on the desktop.Yet the rate of search on brand is LOWER…This points to a fundamentally different way in which people are using the device…Note that mobile searches are most likely to be one word longThe median number of words per query is one for all three platformsMobile searches tend to use the fewest words of all platforms:Nearly half of mobile searchers (49%) use just one word per query, compared with under 40% of all Desktop searchers and just under a third of all iPad searchersOnly 15% of mobile searchers use more than two words per query, compared to over a fifth of desktop and iPad searchersAround 95% of all searches on all platforms are three words or less
  • Another simple example, but this time of the impact of the device:iPads get almost as many Movie searches, and as more TV searches than the PC.I think it’s safe to say that this is because of the form factor here – iPads are great for viewing video. (and the iPad has that great Netflix app…)
  • Transcript

    • 1. Mobile Insights and Advertising Strategies
      SEMPO Atlanta, 31st March 2011
      Presented by Paul Cushman
    • 2. $2B
      $1M
      1400%
      875%
      What eBay generated in
      mobile sales
      in 2010
      In sales forPapa Johns frommobileweb orders…in less thansix monthsafter offeringthat option to consumers1
      IncreaseCostco saw in
      mobile devicetraffic
      to its PC site
      How much
      mobile commerce
      is expected to grow over thenext 5 years
      Why Mobile?
      1See appendix for sources
      2
    • 3. Yahoo!+Bing 650M mobile searches / mo.
      3/28/2011
      3
      Feature Phone
      iPhone
      Android
      Windows Phone 7
      Rich Browser
      +74%
      5.5M
      +
      iPhone App Downloads
      YOY Growth For Yahoo! + Bing
      102M SUBS
      95M SUBS
    • 4. LENGTH OF SEARCH
    • 5. Mobile searches are shorter…
      3/28/2011
      5
      Source: Yahoo Data, July/August 2010
    • 6. …And less likely to be brand specific
      3/28/2011
      6
    • 7. SEARCHER
      DEMOGRAPHICS
    • 8. Mobile Searchers younger, iPad & Desktop older
      Age Distribution of Yahoo! Searchers by Platform
      Ages 18-55 comprise 80%+ of Desktop and iPad searchers, and over 90% of Mobile searchers
      Mobile searchers are by far the youngest of all platforms:
      More than a quarter are under 25, vs. 15% of Desktop and 11% of iPad searchers
      61% are under 35, and only 15% are 45+
      Over two-thirds of iPad and 60% of Desktop searchers are 35+, compared to 36% for US Dotcom
      Of those, some 60% are 45+, both among iPad and Desktop searchers
      3/28/2011
      8
    • 9. Mobile Searchers Skew Female
      iPad searchers mirror US Dotcom gender split, skewing the most male among the three platforms
      Mobile is the only platform where women comprise over 50% of searchers
      Men account for the largest share of searches on iPad and Mobile
      3/28/2011
      9
    • 10. DAYPARTING
    • 11. Desktop peaks at noon, Mobile and iPad – at night!
      Searches for the Top 5 Verticals* remain steady throughout most of the day with the exception of late night (0-3am)
      No difference between weekday and weekend search patterns by vertical
      Finance searches peak between 9am and 12pm
      Retail, Travel, and Autos searches remain relatively steady throughout the day
      Entertainment searches pick up towards late evening
      *Top 5 Verticals are: Autos, Entertainment, Finance, Retail, and Travel
      3/28/2011
      11
    • 12. SEARCHES BY VERTICAL
    • 13. iPads & Entertainment
      3/28/2011
      13
      Source: Yahoo Data, July/August 2010
    • 14. 2010 Academy Awards
    • 15. Mobile-web traffic spikes during breaks
      + 39%
      Yahoo! Mobile Front Page User Traffic
      Mobile-Web User Traffic
      Highest peaks occurred after the show, suggesting that users look beyond TV post-event to learn and read more.
      TV Ad Breaks
      +
      INDEX
      -
      During the Oscars TV event (5-8pm, PST)
      After Oscars
      Before
      Time (by 5min slot)
      3/28/2011
      15
    • 16. For more insights:
      3/28/2011
      16
      Join us on April 13 for
      Mobile Search: On the Go, On the Rise
      advertisingcentral.yahoo.com/webinars
      Download the new
      Yahoo! Mobile Whitepaper:
      advertising.yahoo.com
      SEARCH
    • 17. paul
      cushman
      senior director, mobile ad sales strategy
      cushman@yahoo-inc.com
      8/10/2010
      17
      Thank You