Sempo mobile yahoo
Upcoming SlideShare
Loading in...5
×
 

Sempo mobile yahoo

on

  • 1,665 views

 

Statistics

Views

Total Views
1,665
Views on SlideShare
1,665
Embed Views
0

Actions

Likes
1
Downloads
26
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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…)

Sempo mobile yahoo Sempo mobile yahoo Presentation Transcript

  • Mobile Insights and Advertising Strategies
    SEMPO Atlanta, 31st March 2011
    Presented by Paul Cushman
  • $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
  • 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
  • LENGTH OF SEARCH
  • Mobile searches are shorter…
    3/28/2011
    5
    Source: Yahoo Data, July/August 2010
  • …And less likely to be brand specific
    3/28/2011
    6
  • SEARCHER
    DEMOGRAPHICS
  • 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
  • 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
  • DAYPARTING
  • 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
  • SEARCHES BY VERTICAL
  • iPads & Entertainment
    3/28/2011
    13
    Source: Yahoo Data, July/August 2010
  • 2010 Academy Awards
  • 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
  • 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
  • paul
    cushman
    senior director, mobile ad sales strategy
    cushman@yahoo-inc.com
    8/10/2010
    17
    Thank You