Global mobile media consumption by InMobi

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Global mobile media consumption by InMobi

  1. 1. GLOBAL MOBILE MEDIA CONSUMPTION : A ‘NEW WAVE’ TAKES SHAPE EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME Wave 3 : February 2014
  2. 2. OBJECTIVES Understand mobile media consumption and how it’s changing… 14,000+ respondents 14 key markets globally Global Wave 3 research* Mobile average based on 14 key markets balanced by economic tier and geographic location recruited via InMobi global mobile ad network, conducted over Decision Fuel and On device research mobile platform (Australia, China, France, Germany, India, Indonesia, Kenya, Korea, New Zealand, Nigeria, Malaysia, South Africa, UK, US) *Wave 1 research was conducted between Sep’11-Mar’12; Wave 2 research was conducted between Aug – Nov’12; Wave 3 research was conducted in June 2013 to January 2014 EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  3. 3. Executive Summary: A new wave of mobile consumer behavior is creating changes in the mobile landscape Who? • Moving into the mainstream: mobile is becoming the leading source of media • This phenomenon is widespread, across different segments of mobile web users What? • Mobile has surpassed traditional media (TV & online) in terms of time spend • Multi-screen behavior is common – 61% of mobile web users engage in mobile activities (e.g. social networking, text messaging) while watching TV • Mobile is catching up with traditional media as one of the key medium for conducting different activities (e.g. entertainment, search and communication) • Across the 14 markets, growth in mobile use in the next year is likely to come from social media, followed by entertainment (e.g. music, videos, etc) Why? • Key drivers/enablers for new mobile consumers: ease of use, availability & privacy • Mobile is becoming an important companion, for the in between times • Rapidly increasing accessibility of features, apps and services Advertising Impact • Mobile web users (61%) are comfortable with mobile advertising • Although mobile is impacting purchase behavior…it is not yet being fully leveraged • With this opportunity, however, comes responsibility EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  4. 4. GENERAL MEDIA CONSUMPTION EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  5. 5. THE AVERAGE MOBILE WEB USER CONSUMES 6.0 HOURS OF MEDIA PER DAY Sample size: n=12,898 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  6. 6. Reading Magazines /Newspapers Tablet devices 33 minutes 37 minutes 97 minutes Using mobile (ex SMS/calls) THE AVERAGE MOBILE WEB USER CONSUMES Listening to Radio 44 minutes 6.0 HOURS OF MEDIA PER DAY 70 minutes Online via desktop/laptop 81 minutes Watching TV Sample size: n=12,898 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  7. 7. Mobile takes up a fair share of media time, especially in middle and lower income markets (surpassing online) Using Mobile (excluding SMS/Calls) Online via desktop/laptop Listening to Radio Using a tablet device Global Watching TV Reading Newspapers/Magazines 27% Indonesia 31% China 22% 30% Germany 27% 28% 27% 23% Kenya 26% 23% South Africa 26% 25% Korea 25% Australia 24% New Zealand 23% Malaysia France 21% 19% 25% 22% 17% 22% 13% 7% 5.8 6.4 10% 6.4 10% 10% 7.9 11% 9% 5.2 8% 6.4 7% 6.8 10% 17% 12% 5.8 12% 16% 20% 7% 5.3 8% 17% 5.5 11% 6% 16% 24% 7% 11% 24% 15% 26% 22% 18% 10% 6% 6.0 7% 8% 14% 23% 12% 16% 18% 9% 10% 5% 20% 24% 10% 9% 29% 22% Nigeria 12% 16% 17% 29% India 19% Total Media Time Spent (Hours) 9% 17% 15% 10% 7.2 8% 6.5 Sample size: Global n=12,898; Australia n=297; China n=2,397; France n=762; Germany n=751; India n=2,765; Indonesia n=755; Kenya n=1,037; Korea n=1,018; New Zealand n=830; Nigeria n=1,074; Malaysia n=457; South Africa n=755 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  8. 8. 61% of mobile web users engage in mobile activities while watching TV TV Mobile Sample size: n=14,473 EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  9. 9. At least 1 out of 2 mobile web users would engage in dual screen activity (between TV and mobile) F o r m o b i l e S M S ) , d o a c t i v i t i e s l i k e s u r f i n g y o u t y p i c a l l y u s e y o u r t h e w e b ( e x c l u d e s c a l l s a n d m o b i l e w h e n … w a t c h i n g T V Global 61% Indonesia 71% South Africa 70% US 66% New Zealand 66% Australia 64% China 64% France 62% India 62% Malaysia 60% Germany 60% UK 57% Nigeria 55% Kenya Korea 52% 45% Sample size: Global n=14,473; Australia n=297; China n=2,397; France n=762; Germany n=751; India n=2,765; Indonesia n=755; Kenya n=1,037; Korea n=1,018; New Zealand n=830; Nigeria n=1,074; Malaysia n = 457; South Africa n=755; UK n=563; US n=1012 EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  10. 10. Mobile web users are mainly engaged in social activities (social networking, text messaging) while watching TV H o w d o y o u t y p i c a l l y u s e y o u r m o b i l e w h i l e P l e a s e s e l e c t t o p 2 w a t c h i n g Social Networking (e.g. Facebook, Twitter, etc.) 50% Text messaging/ Instant messaging 41% Playing games or listening to music 25% Finding for information about products you see on TV 21% Finding for information about the show you are watching 17% Finding for content not related to what you are watching Shopping online Other T V ? 14% 10% 8% Marketers can leverage this by establishing a mobile presence and incorporating social elements into their TV campaigns Sample size: n=8,465 EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  11. 11. ENTERTAINMENT GETTING INFO COMMUNICATION SHOPPING Videos, games, music etc. Sports, news etc. Email, Facebook, Twitter etc. Travel, purchases, banking etc. 47% 21% 14% 46% 19% 14% 65% 19% 30% For mobile web users, mobile is the preferred media for communication, entertainment and finding information Sample size: n=12,898 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME 28%
  12. 12. 6.8 apps ACTIVELY USED IN LAST 30 DAYS O f a l l t h e a p p s y o u c u r r e n t l y h a v e , h o w m a n y h a v e y o u a c t i v e l y u s e d i n t h e l a s t 3 0 d a y s ? 46% 27% 8% 8% Sample size: n=10,371 None 1-5 6 - 10 11 - 15 11% Over 15 EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  13. 13. France mobile web users top the list in terms of active apps usage O f a l l t h e a p p s y o u c u r r e n t l y h a v e , u s e d i n t h e l a s t h o w m a n y 3 0 d a y s ? Global h a v e a c t i v e l y 6.8 France 7.9 7.5 7.5 7.5 7.4 India UK Australia US New Zealand 6.9 6.8 6.7 6.7 6.7 China Germany Indonesia South Africa Nigeria 6.2 6.1 6.1 Kenya Malaysia Korea y o u 4.6 Sample size: Global n=10,371; Australia n=196; China n=2,042; France n=392; Germany n=341; India n=1,906; Indonesia n=498; Kenya n=780; Korea n=687; New Zealand n=585; Nigeria n=824; Malaysia n=246; South Africa n=528; UK n=482; US n=863 EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  14. 14. DIGITAL MEDIA CONSUMPTION: PC VS MOBILE EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  15. 15. 60% of the average global mobile web users now use mobile as either their primary or exclusive means of going online ‘ H o w d o y o u 11% Mostly via desktop t y p i c a l l y 28% Evenly split between both g o o n l i n e t o s u r f t h e 37% 23% Mostly via mobile w e b ? ’ Only via mobile Sample size: n=14,256 EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  16. 16. Mobile is becoming a major component of internet behavior, especially in developing markets ‘ H o w d o y o u t y p i c a l l y g o t o s u r f t h e w e b ? ’ o n l i n e Mostly via a desktop/ laptop Evenly split between mobile and desktop/ laptop Mostly via mobile phone Only via mobile phone 11% 28% 37% 23% Global 15% 41% 40% Indonesia 4% 21% 40% 34% India 5% 24% 37% 34% South Africa 5% 10% 26% 33% 31% Malaysia 23% 43% 29% Nigeria 5% 20% 48% 28% Kenya 4% 15% 28% 32% 25% Australia 16% 30% 33% 22% Germany 15% 18% 46% 21% UK 28% 26% 31% 16% US 15% 38% 33% 14% New Zealand 31% 34% 21% 13% France 7% 39% 43% 11% Korea 14% 42% 35% 9% China Sample size: Global n=14,256; Australia n=297; China n=2,397; France n=762; Germany n=751; India n=2,765; Indonesia n=755; Kenya n=1,037; Korea n=1,018; New Zealand n=830; Nigeria n=1,074; Malaysia n =457; South Africa n=755; UK n=488; US n=970; EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  17. 17. MOBILE MEDIA BEHAVIOURS: WHO WHY WHERE WHAT HOW? EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  18. 18. WHO? New wave of mobile users includes a proportion of ‘regular’ consumers (not only early adopters) Early Adopters “ I Late Adopters H o w d o y o u f e e l a b o u t t h e f o l l o w i n g a m u s u a l l y t h e f i r s t a m o n g m y f r i e n d s t e c h n o l o g y ” ? 25% 23% 34% Completely agree Somewhat agree Neutral 10% s t a t e m e n t : t o a c q u i r e n e w 8% Somewhat disagree Completely disagree Sample size: 12,375 EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  19. 19. Across emerging and developed markets, mobile web is no longer just about early adopters “ I a m H o w d o y o u u s u a l l y t h e f i r s t Global f e e l a b o u t t h e f o l l o w i n g s t a t e m e n t : a m o n g m y f r i e n d s t o a c q u i r e n e w t e c h n o l o g y ” ? 25% 23% India 44% 23% South Africa 33% 21% Kenya 34% 20% Korea 18% Nigeria 33% Indonesia New Zealand Australia 23% 17% 25% 14% 25% 12% 23% 13% Malaysia Germany 17% 22% France China 36% 21% 19% 8% 14% Completely Agree Somewhat Agree 17% Sample size: Global n=12,375; Australia n=284; China n=2,352; France n=737; Germany n=728; India n=2,606; Indonesia n=704; Kenya n=986; Korea n=1,006; New Zealand n=812; Nigeria n=1,008; Malaysia n=437; South Africa n=714 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  20. 20. WHY? 48% “It’s easy to use” 42% “It’s always there” 48% 42% 30% 24% 22% 16% It's easy to use Sample size: n =10,754 It's always there I can use it privately Saves money Don't own or usually have access to computer Boredom EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  21. 21. WHERE? 46% social event 57% Commuting 81% Lying in bed 43% Shopping 51% Spending time with family 83% 25% in a meeting or class Waiting for something 61% While watching TV 27% in the bathroom Mobile is becoming an important companion, particularly for the in between times Sample size: n=14,473 EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  22. 22. WHAT? SHARE OF MOBILE ACTIVITIES Sample size: n=12,898 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  23. 23. WHAT? Social Media 41% Search for general information 28% Search/Download Apps 25% Watching videos / listening to music 24% Mobile banking and bill payments GROWTH Playing games Growth in mobile use in the next year would mainly be driven by social media Send and receive e-mail 20% 18% 16% Shopping 14% Search for local information and deals 12% .In the next 12 months, what types of products and/or services would you expect to use more of on your mobile? Sample size: n=12,898 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  24. 24. MOBILE MEDIA BEHAVIOURS: ADVERTISING EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  25. 25. C o m p a r e d t o o t h e r f o r m s o f a d v e r t i s i n g l i k e T V o r o n l i n e , h o w c o m f o r t a b l e a r e y o u w i t h m o b i l e w e b a n d m o b i l e a p p a d v e r t i s e m e n t s ( n o t S M S ) ? 33% More comfortable, I find them to be very useful 28% Equally comfortable, I'm getting used to seeing them Less comfortable, I find them intrusive 19% No opinion, I don't think much about ads on my phone 19% 61% of mobile users are as comfortable with mobile advertising as they are with TV or online advertising Sample size: n=13,936 EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  26. 26. African markets are especially comfortable with mobile advertising vs. TV/online ads C o m p a r e d t o o t h e r f o r m s o f a d v e r t i s i n g l i k e T V o r o n l i n e , h o w c o m f o r t a b l e a r e y o u w i t h m o b i l e w e b a n d m o b i l e a p p a d v e r t i s e m e n t s ( n o t S M S ) ? Increasing comfort level* Less Comfortable Global Nigeria Kenya India South Africa Indonesia Malaysia New Zealand Korea China France Germany Australia UK US More Comfortable 19% 33% 4% 60% 6% 60% 11% 45% 11% 42% 15% 23% 20% 28% 32% 28% 28% 22% 28% 22% 34% 43% 13% 16% 25% 14% 23% 22% 35% 20% *Note: Difference between “More comfortable” & “less Comfortable” Sample size: Global n=13,936; Australia n=289; China n=2,362; France n=738; Germany n=735; India n=2,644; Indonesia n=713; Kenya n=996; Korea n=1,008; New Zealand n=817; Nigeria n=1,032; Malaysia n=439; South Africa n=728; UK n=517; US n=918 EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  27. 27. of mobile web users have noticed mobile advertising via the following channels… 87% I h a v e n o t i c e d a d v e r t i s i n g o n m o b i l e d e v i c e b e f o r e … m y 48% 40% 27% 25% 18% In an app On a search engine On a video website On a retailer website Others Mobile ads in apps are the most noticed among mobile users, the study also highlighted that different format of mobile ads appeal to different segments of consumers Sample size: n=10,653 EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  28. 28. ( i . e . H o w o f t e n d o a d s d i s p l a y e d y o u u n i n t e n t i o n a l l y c l i c k o n a o n m o b i l e p h o n e e . g . b a n n e r s , m o b i l e a d r i c h m e d i a 6% 11% 20% Never 17% Rarely (less than 5% of the time) Occasionally (5-10% of the time) Frequently (10-25% of the time) 26% Very frequently (over 25% of the time) ONLY OF MOBILE WEB USERS FREQUENTLY CLICK ON MOBILE ADS UNINTENTIONALLY 37% Sample size: n=8,796 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME a d s ) ?
  29. 29. The frequency of unintentional clicks differ by markets ( i . e . H o w o f t e n d o a d s d i s p l a y e d Global y o u u n i n t e n t i o n a l l y c l i c k o n a o n m o b i l e p h o n e e . g . b a n n e r s , 6% 11% Kenya 13% Nigeria 12% South Africa India 16% 8% 3% 12% 10% 3% Korea Very frequently (over 25% of the time) 12% 8% China m o b i l e a d r i c h m e d i a Frequently (10-25% of the time) 12% 11% Indonesia 4% New Zealand 4% 10% France 5% 7% Malaysia 3% Australia 2% 11% 7% 9% Germany 2% 4% Sample size: Global n=8,796; Australia n=190; China n=2,028; France n=378; Germany n=327; India n=1,828; Indonesia n=485; Kenya n=758; Korea n=677; New Zealand n=570; Nigeria n=804; Malaysia n=233; South Africa n=518 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME a d s ) ?
  30. 30. W h i c h 0% t w o f o r m s o f 10% 10% m e d i a m o s t 20% 16% 12% i m p a c t 30% 28% y o u r p u r c h a s i n g 40% 41% d e c i s i o n s ? 50% 48% 44% Mobile has taken over TV & online in impacting purchase decisions Sample size: n=9,519 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME 60%
  31. 31. Mobile is one of the key media which impact purchasing decisions, especially in Nigeria and Kenya W h i c h t w o f o r m s o f m e d i a m o s t i m p a c t d e c i s i o n s ? . . . M o b i l e Global y o u r p u r c h a s i n g Ranking of mobile 1 48% Kenya 63% Nigeria 62% India 60% Indonesia 50% Korea 49% South Africa 45% China 43% Malaysia 40% 1 1 1 2 2 2 2 3 New Zealand 32% 3 Australia 31% 2 Germany France 24% 15% 5 6 Sample size: Global n=9,519; Australia n=204; China n=2,084; France n=413; Germany n=353; India n=2,042; Indonesia n=545; Kenya n=835; Korea n=708; New Zealand n=620; Nigeria n=865; Malaysia n=275; South Africa n=576 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  32. 32. Has mobile advertising ever: Awareness Introduced you to something new (79%) Favorable opinion Provided you with better options (70%) Consideration Helped you find something nearby (71%) Caused you to reconsider a product (58%) Shopping Influenced your in-store purchase (48%) Sale Influenced you to buy via your mobile (51%) Mobile has clearly emerged as the most influential channel that influences consumer’s purchasing decision process from beginning to end Sample size: n=12,898 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  33. 33. Mobile ads driving purchase intent among smartphone users H a s m o b i l e a d v e r t i s i n g i n f l u e n c e d y o u t o : e v e r Download an application 78% Visit the website of an advertiser 68% Go to the store/retailer/business to get additional information or purchase a product 56% Buy something via your mobile Locate an advertiser on a map Call the advertiser by clicking on the phone number on your phone 52% 44% 43% Our study highlighted that mobile ads drive smartphone users to take actions such as visiting a Website, downloading an app or making a purchase Sample size: n=9,767 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  34. 34. MOBILE MEDIA BEHAVIOURS: COMMERCE & SHOPPING EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  35. 35. 68% have spent money on an activity via mobile Digital goods (apps, games, e-books, music, videos, ringtones, etc.) 44% Physical goods (electronics, clothes, etc.) Financial (bill payments, peer-to-peer payments, etc.) Entertainment (e.g. movie tickets) Travel (e.g. train tickets) 30% 24% 21% 16% Commerce behavior is extending past digital goods, and now includes physical and financial goods Sample size: n=12,898 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  36. 36. 83% are expected to spend money on an activity via mobile in the next 12 months 83% of consumers plan to conduct mobile commerce in the next 12 months, a 15% increase from where we are today Sample size: n=12,898 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  37. 37. Global 68% China 80% Korea 14% 78% Kenya 11% 7% 73% 19% New Zealand 70% 10% Australia 70% 8% South Africa 69% 16% India 68% 16% Nigeria 65% Indonesia 56% France 55% 23% Malaysia 51% Germany 50% Ever spent via Mobile 23% 12% 16% 11% Would ever spend via Mobile 2 out of 3 mobile users have spent via their mobile phones Sample size: Global n=12,898; Australia n=297; China n=2,397; France n=762; Germany n=751; India n=2,765; Indonesia n= 755; Kenya n=1,037; Korea n=1,018; New Zealand n=830; Nigeria n=1,074; Malaysia n=457; South Africa n=755 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  38. 38. Key Implications & Next Steps Educate, Educate • We must be evangelists • Media mix analysis • Private presentations Interplay with TV • Mobile has surpassed traditional media (TV & online) in terms of time spend • Multi-screen behavior is common – 61% of mobile web users engage in mobile activities (e.g. social networking, text messaging) while watching TV Engage the Creative Targeting Media Planning • Lean-back experience – akin to TV • Social, Private, Entertainment – willingness to explore, relaxed mode • Emotions/connections – great responsibility. Thin experience, poor brand. • Unique access point to certain segments • Mobile consumers recognize impact of mobile advertising on purchase behavior…but this is only the tip of the iceberg • Cost effective • Dominate share of voice EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  39. 39. MOBILE MEDIA BEHAVIOURS: CONSUMER SEGMENTS EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  40. 40. SEGMENTS DEFINED: MATURE AFFLUENT YOUNG PROFESSIONAL MOBILE MOTHER GEN M Over 35 with high/middle income group Age 25-34, university/graduate school degree Female with children living at home Under 25 and 1+ hour on their mobile daily EDUCATED TECHIE Attended university & spend via mobile URBAN URBAN YOUTH YOUTH Under 25 living in Tier 1 and Tier 2 cities MILLENNIAL Age 20-34 EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  41. 41. Mobile web focus is broad based ‘ H o w d o y o u t y p i c a l l y g o t o s u r f t h e w e b ? ’ o n l i n e Mostly via a desktop/ laptop Evenly split between mobile and desktop/ laptop Mostly via mobile phone Only via mobile phone Global 11% 28% 37% Mature Affluent 16% 36% Mobile Mother 16% 35% Gen M 9% 40% Sample size: Global n=14,256; Mature Affluent n=873; Mobile Mother n=1,069; Gen M n=1,923 23% 33% 32% 38% 16% 17% 14% EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  42. 42. Compared to traditional online, mobile is preferred for communication and finding information especially among Youth Teens W h i c h f o r m o f m e d i a d o y o u u s e m o s t o f t e n f o r t h e f o l l o w i n g a c t i v i t i e s : Desktop or Laptop Communication Mail, Facebook, Twitter, etc. Youth Teens Mobile Mother Global 13% 27% 19% 73% 56% 65% Mobile Device Finding out information sports, news, etc. Youth Teens Mobile Mother Global 15% 26% 19% 51% 43% 46% Sample size: Global n=12,898, Mobile Mother n=942; Youth Teens n=5,488 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  43. 43. Young Professionals are more likely to purchase financial, entertainment and physical goods via mobile relatively W h i c h , i f a n y , o f t h e f o l l o w i n g p u r c h a s e d v i a y o u r g o o d s h a v e m o b i l e ? y o u e v e r Digital goods 83% Have ever purchased via mobile / expect to in the next 12 months 39% 44% 46% 30% Physical goods 40% 33% 24% Financial 27% 21% Entertainment Travel 17% 18% 42% Global Young Professional 30% Mobile Mother Millennial Sample size: Global n=12,898; Young Professional n=1,200; Mobile Mother n=942, Millennial n=6,752 *Note: Data excludes UK & US as options are not asked in these markets 45% 35% 21% 23% 16% 34% 46% EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  44. 44. Educated Techie are more likely to be impacted by mobile ads and drive traffic to the advertiser (online/physical store) H a s m o b i l e Global 80% 78% 76% 70% Download an application 76% 72% 68% 65% a d v e r t i s i n g Mobile Mother 61% 60% 56% 53% e v e r i n f l u e n c e d Educated Techie 67% 56% 52%53% Visit the website of an Go to the Buy something via advertiser store/retailer/business your mobile to get additional information or purchase a product y o u t o : Millennial 51% 47% 44% 41% 43% 45% 46% 37% Locate an advertiser Call the advertiser by on a map clicking on the phone number on your phone Sample size: Global n=9,767; Mobile Mother n=889; Educated Techie n=1,879; Millennial n=5,369 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  45. 45. Accessibility & ease of use are main reasons for using mobile device to access content / use applications W h i c h o f t h e f o l l o w i n g b e s t d e s c r i b e s w h y u s e y o u r m o b i l e d e v i c e t o a c c e s s c o n t e n t u s e a p p l i c a t i o n s ? Global 50% 48% 50% 49% 49% 42% Young Professional Mobile Mother Millennial 47% 42% 30% 29% 30% 25% Always there I can use it privately Sample size: Global n=10,754 Mobile Mother=975; Young Professional n=1,167, Millennial n=5,630 26% 24% 16% Easy to use y o u o r 13% 16% 15% Boredom 19% 14% Saves money EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  46. 46. Mobile ads in different formats appeal to different segments I h a v e n o t i c e d Global a d v e r t i s i n g o n b e f o r e … Mobile Mother Gen M m y m o b i l e d e v i c e Millennial 48% 47% 49% 49% 40% 36% 41% 41% 27% 25% In an app On a search engine 31% 30% On a video website 25% 27% 26% 26% On a retailer website Sample size: Global n=10,653; Mobile Mother n=972; Gen M n=1,390; Millennial=5,583 *Note: Data excludes UK & US as options are not asked in these markets EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  47. 47. APPENDIX EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  48. 48. W h i c h o f t h e f o l l o w i n g m o s t l i k e l y a r e y o u o r s o m e o n e i n y o u r t o p u r c h a s e i n t h e n e x t … 83% are expected to purchase in the next 6 months 91% are expected to purchase in the next 3 months Clothing, shoes, or jewellery 58% Groceries 36% Music, Videos, Books 36% Beauty or grooming products (toothpaste, moisturizer, etc.) 38% Items for your home i.e. Furniture and other housewares 34% Television or Home Audio/Stereo System 22% Auto or Motorcycle 20% 28% Tickets (events, travel, attractions) 20% Exercise and fitness products DIY products Computer or Laptop 33% Entertainment activities i.e. days/nights out, restaurant, movies… Natural or organic products h o u s e h o l d 16% 12% Holidays Toys or baby products Cable or Satellite Television Package 19% 16% 14% 9% Clothing & accessories are most common items to purchase in the short term; while computer or laptop are most desired for the mid term Sample size: Global n=12,898; EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  49. 49. Demographic Profile GENDER 36% FEMALE 64% MALE MOBILE SAVVY USERS AGE 20% 15-19 20-24 25% 27% 25-34 35-44 45+ Sample size: n=14,107 15% 14% EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME
  50. 50. For further information or requests for detailed information on any of the countries surveyed or specific consumer segments, please contact: Taimour Azizuddin (Taimour.Azizuddin@inmobi.com) Colin Marson (colin@decision-fuel.com) EMBARGOED - INMOBI CONFIDENTIAL UNTIL FEBRUARY 19, 2014 @ 8:00AM EASTERN TIME

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