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
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
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
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
Editor's Notes
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…)
