Presentation by Zokem CIO Hannu Verkasalo at Markkinointiviestinnän viikko in Helsinki, Finland.

1. MOBILE – THE NEXT MASS MEDIUM?
Zokem 360°Insights from the Finnish Smartphone Panel 2010
Interpreting Life
Markkinointieviestinnän Viikko
Oct 27, 2010

2. Measure Monitor
Analyze Benchmark
Actions
MOBILE MEDIA TRACKER™
Is everywhere where
consumers go
Zokem Analytics
Zokem uses smartphones as a window into people’s daily life,
using passive on-device measurements and
on-the-spot interaction to interpret consumer behavior and
mobile consumption – 24/7
Every Day Life

3. A full 360°
view on consumers
With Zokem you get access to consumer’s
activities both online and offline
Mobile Internet
Media & Music
Applications
Device &
Technical data
Life Patterns & Emotions
Movements
& Places
Communications
24/7 Access to
people’s behavior
and opinions
Finnish Smartphone
Panel is built to be
representative

4. Key learnings
• Sports Tracker, Skype and Opera Mini are the top Finnish smartphone
applications (number of users)
• Snaptu and Solitaire top the rankings with Opera mobile (face time)
• 33% of total smartphone face time is coming from new apps & services instead
of voice/SMS
• Younger people (<30) are the best targets for in-app advertising
• For mobile web-based advertising, age group 30-40 is the most active
• Besides SMS and voice, also web browsing, email, alarm clock and calendar
reach more than 80% of smartphone users on a monthly basis
• Social media reaches 53% of smartphone users on a monthly basis - most of it
coming through browser instead of apps
• Gaming, news, instant messaging and video, despite capturing reasonable face
time from heavy users, have low stickiness among the big masses

5. 1. Mobile is the Next Mass Medium
2. Mobile is a Rich Medium
3. Mobile is Used Everywhere
4. Mobile is a Personal Channel
5. Mobile is Always On
6. Mobile is an Interactive High-Engagement Channel
7. Mobile Provides New Opportunities for Advertisers
8. Mobile is Inherently a Social Medium
Hypotheses

6. 1. Mobile is the
Next Mass
Medium

7. About one third of smartphone usage time already comes
from new applications
*Taloustutkimus & TNS
32
76
90
120
1661/30/15
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24%
6%
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Messaging
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1/30/15
Distribution of Face Time

8. Add-on apps complement web browsing usage –
both are good venues for advertising
Actionable Face Time for Advertising – Minutes per Month per User
1/30/15
1/30/15 1/30/15
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1/30/15
Age
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Gender
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1/30/15

9. 2. Mobile is
a Rich
Medium

10. 53% of smartphone users access social media monthly
0
4
8
12
16
20
24
0 20 40 60 80 100
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news
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Reach and Frequency of Smartphone Use

11. Mobile web browsing, email, social media and
gaming capture over 100 minutes/user/month
15
16
25
26
33
33
38
38
42
54
68
68
75
77
113
144
204
271
341
476
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Web browsing
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Minutes per User per Month
People who use social
media with their phones
spend an average of
144 minutes per month with
social apps or web sites

12. 3. Mobile is Used Everywhere

13. Mobile reaches consumers irrespective
of the place and time
Distribution of Working Day Activities
0
5
10
0 2 4 6 8 10 12 14 16 18 20 22 24
%
Hour
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0
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10
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Hour
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15
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Hour
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14. Smartphones are used also abroad
Trips Abroad During the Past Quarter
1
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% of users
21% of smartphone users use
their phone abroad every quarter
7% of smartphone users visit
at least two different foreign countries
per quarter

15. 4. Mobile is a
Personal Channel

16. Younger people spend more time with new apps
Demographic Break-Down – Face Time
30 31 33 35 38
12
19
28 26 20
0
20
40
60
80
100
% of face time
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17. No significant differences between sexes
Demographic Break-Down – Face Time
32 34
21 22
0
20
40
60
80
100
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% of face time
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18. 40-50 years old smartphone user speak relatively more
User Segmentation – Sessions per Month per User
63
28
131
57
112
22
145
66
130
17
132
42
127
94
20
30
79
24
70
19
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19. 52% of users spend more time with add-on apps than web
browser and each user has disctinct usage patterns
User Segmentation - Minutes per Day per User
0
20
40
60
80
100
0 20 40 60 80 100
1/30/15
1/30/15
Average time with
mobile web browsing:
11.3 minutes/day/user
Average time with
add-on apps:
11.0 minutes/day/user
48%
52%

20. Snaptu, Opera and Solitaire are high-engagement apps
Top applications by Face Time - Minutes/Day/User
Snaptu (a collection
of mobile apps),
Opera mobile
(alternative web
browser), and
Solitaire (game)
were among
the top 5 apps
when measured
by average face
time per day.
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21. 5. Mobile is Always On

22. People use mobile at all times, on the weekends the active
period of usage is however shorter than on working days
Smartphone Face Time – Weekend vs. Working Days
0
1
2
3
4
0 2 4 6 8 10 12 14 16 18 20 22 24
Avg. Minutes
Per Hour
Hour
1/30/15
1/30/15

23. Alarm clock is the application that starts the day,
camera is used when people go out
Smartphone Face Time – A Day in Life
0
2
4
6
8
10
12
14
16
18
0 2 4 6 8 10 12 14 16 18 20 22 24
Avg. Minutes
Per Hour
Hour
1/30/15
1/30/15
1/30/15

24. 6. Mobile is an Interactive High
Engagement Channel

25. Stickiness is an important measure for advertisers:
social media is doing well, instant messaging poor
• Stickiness rate = number of
weekly users divided by number
all users who used during the
past quarter. The higher the
stickiness rate, the more active
(engaged) is the user
population.
• As expected, key features like
SMS, voice, browsing, calendar,
and alarm clock lead
• Social media and maps come 8th
and 10th, respectively
• Video, news, and instant
messaging are on the bottom
Weekly Users / All users %
5
7
11
19
20
24
26
28
30
32
33
35
37
44
48
51
60
71
75
76
79
96
100
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26. At 8-9am the consumer is both reactive and willing to put
a bit of time on tasks – excellent time for advertising
INTERACTIVITY / Time from Receiving a Text Message to Replying to It
0
100
200
300
400
1/30/151/30/151/30/15
Avg. Seconds
Before Reply
1/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/151/30/15 Hour
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
X Average
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ENGAGEMENT / Face Time per App Session
Hour
Fast response times

27. 7. Mobile Provides New Opportunities for
Advertisers

28. Browser is still the most important channel for
advertising at 12% of total face time, but apps are close at
9%Weekly users %
1
1
3
4
4
5
7
7
12
17
23
25
28
31
33
34
66
77
0 20 40 60 80
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76%
screensaver,
home screen
1/30/15 apps
(not ideal for advertising)
add-on
apps
1/30/15
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1/30/15
Distribution of Total Face Time
by User Interface Activity

29. Add-on applications form a long-tail – but as many as 21
different applications achieve higher than 5% penetration
Native Application Ranking (actual use)
3
3
3
3
3
4
4
4
4
5
5
6
6
6
7
7
7
9
10
11
11
12
13
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18
19
23
34
44
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% used at
least once
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1/30/15 1/30/15• Out of user-installed
applications, Sports Tracker,
Skype and Opera Mini are top
apps in Finland
• Facebook app reaches only 4% of
users, whereas Facebook web
service reaches 64% of users
• Widgets, Real Player, Adobe
Reader, and most office
applications are not part of the
operating system (=add-on apps),
but they are in many cases pre-
embeded in the phones

30. Top Finnish web sites by active engagement
Monthly FaceTime in Minutes / Site / User
5
6
6
6
6
6
6
6
7
7
7
8
8
8
9
10
10
10
11
12
12
13
14
16
17
20
20
21
22
23
27
31
39
60
70
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• For the first time, real
face time with the mobile
web site is measured
(attention on the browser
screen)
• Facebook and Ampparit
lead in these statistics,
reaching more than 60
minutes of mobile
usage/user/month
• An interesting finding is
that one out of three top
domains are customized
for mobiles!

31. Facebook, Google and HS are strong mobile sites
• An average user visits 9
different Internet sites
(minimum 1 minute of
monthly browsing time
per domain) during a
month
• Google is reaching the
widest number of
visitors, but Facebook
and Helsingin Sanomat
capture more monthly
face time from the user
0
20
40
60
80
0 20 40 60 80
% of Web
Users Visited
During the
Past Quarter
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Avg. Minutes/
Month/User
Mobile Web Sites - Monthly FaceTime vs. Visitors

32. 8. Mobile is Inherently a Social Medium

33. Finnish smartphone users use phones
for multiple social purposes
0 20 40 60 80 100
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1/30/15 Weekly usage
Occassional usage
• Messaging and voice
are the key social
features, but there are
a number of other
social apps and
channels, too
• Facebook web site is
being visited by 47% of
smartphone users per
quarter, and 10% of
smartphone users
every week
• 12% of smartphone
have used Skype at
least once during the
past 3 months

34. Meetings peak at 9am, phone communications at 3-4pm,
and social media in the late evening
F2F meetings vs. voice/SMS vs. social media on working days
0
5
10
15
0 2 4 6 8 10 12 14 16 18 20 22 24
Hour
% of daily activity
1/30/15
1/30/15
1/30/15

35. CONTACT
Zokem helps strategic partners from the
wireless and media industries to better
monetize on user data by providing
actionable 360-degree insights on
consumer behavior with on-device
measurements.
Zokem – Interpreting Life
CHECK OUT SOME OF OUR INSIGHTS:
http://www.zokem.com/category/mobile-
insights/