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Mobile Shopping Framework Study 2010

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Mobile Shopping Framework Study 2010

  1. 1. Why? Yahoo!, in partnership with Nielsen, wanted to create a framework around Mobile Internet Category Users and behaviors  Measurement: Use quantitative means to benchmark and measure mobile behaviors and attitudes in general and by category over time  Categories: Better understand the behaviors of Mobile Internet Category Users both in general and across a set of 12 product/advertising categories  Comparison: How category/shopping attitudes and usage differ among those accessing on the mobile platform versus those accessing only a PC  Shopping: Current and future lower and upper funnel shopping mobile penetration  Mobile Activities: Shopping outcomes tried, successful (or not), and interested in. Actions taken as a result of those shopping outcomes. What sources were used? And, how much time do they spend doing research, etc.  Mobile Attitudes and Experience: Attitudes overall and experience while looking up category level information (i.e. impulsiveness, boredom, active shopping, etc.)  Mobile Advertising: Stated category recall, attitudes, and preferences 2Yahoo! Presentation, Confidential
  2. 2. How? WHO 8,384 respondents ages 13-64 5,313 were Mobile Internet Category Users: • Own a mobile device with access the Internet • Access information related to at least one of 12 product categories 3,071 were PC Internet Category Users: • Own a desktop/laptop/tablet PC with Internet access • Access information related to at least one of 12 product categories • PC Internet shoppers could not access any category information on a mobile device but could still own a mobile phone FOOD/ DIG CON ENT DINE C ELEC FIN TRAV APPARL HEALTH BEAUTY HOME AUTO BEV Mobile Base 937 678 663 451 570 370 370 272 282 283 227 210 PC Base NA 454 320 313 293 224 258 264 251 234 223 237 HOW 25-minute-online-survey WHEN June 2010 3Yahoo! Presentation, Confidential
  3. 3. What are we covering? Sizing the Mobile Category Market Mobile Consumption Basics Mobile Category Activities Understanding the Core Principles that Impact Mobile Category Usage How Mobile Category Information Impacts Purchase Understanding more about Mobile Advertising 4Yahoo! Presentation, Confidential
  4. 4. Where do we go from here? What we learned What it means Mobile is still very much seen as a secondary platform There is a tremendous opportunity for retailers and for shopping. However, mobile and non-mobile users  advertisers to help transform mobile into a full-fledged alike say they are interested in accessing more mobile shopping platform. shopping information in the next 12 months. There seems to be significant latent demand for mobileMore advanced shopping activities—including scanning couponing and the incorporation of barcode scanning and barcodes, managing a shopping cart, purchasing gift  other key mobile shopping activities pressing the need forcards, and making purchases have high failure rates but better services on mobile devices (to encourage usage and also have high interest rates (by about a half or more). acceptance). Mobile shoppers are highly engaged with advertising— The small screen lends itself to more noticeable advertising, one out of five mobile shoppers who have seen but formats need to become more sophisticated. This also  advertising say they always look at it. However, mobile suggests the need for partners that are more sophisticatedadvertising opportunities tend to be more unsuccessful. and experienced in mobile. Nearly one in three mobile shoppers who have tried to It is of utmost importance that, regardless of content or  respond to an ad have not had success, format, ads be as easy as possible for users to interact with. Along with being the least likely to see and react to These high incidence categories have somewhat normalizedrelated advertising, financial, dining, and digital content  their advertising behavior. Lower incidence categories have shoppers also have lower agreement with most more engaged users. advertising-related statements.The vast majority of Internet mobile users also watch TV There are substantial cross-promotional opportunities to  at the same time. reach mobile internet users. 5 Yahoo! Presentation, Confidential
  5. 5. Where do we go from here? What we learned What it means Mobile’s value is less dependent on consumer It doesn’t matter how expensive or how important the involvement within the category (whether it is cheap or  product is - advertising can showcase both small and big- cared a lot about) than on the need and impulse to ticket items. make the purchase—especially when not near a PC.Those who use popular categories are more likely to just These niche mobile Internet users are the early adopters of use those categories while those who are niche users  this behavior and it is important that we better understand tend to use a variety. their profile. Smaller categories have the highest percentage of users It’s not just about digital content, dining and entertainment. saying they plan to do the same/more upper to lower  Lower incidence categories provide the greatest opportunity funnel activities on their mobile device in the next 12 for portals and developers to maximize. months. These are the categories that are currently relatively Healthcare, home improvement, and auto have the  underserved, and provide the greatest opportunity to lowest mobile usage relative to PC usage. content developers.Mobile application usage is highest in categories that are If this pattern holds true, clothing and electronics could be mature purchasing engines on the PC (entertainment,  the next successful mobile categories. financial, and digital content). More than half of category research lasts a day or less Mobile could shorten the research and purchase process on a mobile device. Auto and home improvement have  compared to PC. This could typically turn a longer researchthe longest research times, and dining the shortest (with process on the PC to more impulse. 68% of those users making decisions same day). 6 Yahoo! Presentation, Confidential
  6. 6. Sizing the Mobile Category Market
  7. 7. Only a third of data mobile phone users have seenadvertising on their devicesSizing the Category According to Nielsen Mobile Advertising Report Non-data users 65.3 228M Data users not exposed to 106.3 Mobile Phone Users advertising Data users exposed to 56.3 35% advertising Saw a mobile phone adSource: Nielsen Mobile Advertising Report, March 2010 | Mobile Data Users (n=31,409) 8Yahoo! Presentation, Confidential
  8. 8. Although mobile category info seeking is juststarting, the scale and potential are largeSizing the Category Mobile PC Digital content for a mobile phone 23% 38M 46M Restaurants/dining 21% 34M 85M Entertainment items and content 21% 34M 97M Financial services 19% 31M 95M Consumer electronics and technology 17% 28M 93M Personal or vacation travel 16% 26M 85M Clothing apparel and fashion accessories 15% 25M 92M Healthcare or medical related 14% 23M 93M Packaged food and beverage 12% 20M 74M Beauty and personal care 12% 20M 70M Home improvement 12% 20M 83M Automobiles or automobile parts or accessories 10% 16M 67MHow often do you use your Internet-enabled mobile device/computer to access any shopping-related information for thefollowing types of products and services (which can include using your device to research products/services, look upinformation/reviews/ articles, notice or click on advertising, or make a purchase)? “Ever Access.”Base=Total online population. Category sizes based on incidences from Mobile Ad Framework survey and total US onlinepopulation (13-64) of 164 Million. Source=Nielsen NetRatings. 9Yahoo! Presentation, Confidential
  9. 9. There is room for even greater growth in thefuture of mobile category developmentFuture: I am interested in using mobile internet to look up… Mobile: PC: Non-Mobile Current Users Internet users Entertainment items and content 73% 56% Restaurants/Dining 73% 54% Digital content for my mobile phone 73% 38% Consumer electronics and technology 66% 50% Personal or vacation travel 61% 41% Financial services 58% 42% Clothing, apparel and fashion accessories 57% 42% Healthcare or medical 48% 39% Packaged food and beverage 47% 34% Beauty and personal care 46% 30% Home improvement 44% 35%Automobiles or automobile parts or accessories 41% 32%Now let’s think about the next 12 months. Regardless of whether or not you do this now please tell us how interested you arein using an Internet-enabled mobile device to access any shopping-related information for the following types of products andservices (which can include using your device to browse, research products/services, look upinformation/reviews/articles, notice or click on advertising, or make a purchase)? “Extremely/very/somewhat interested.”Base=Mobile/PC Internet shoppers. 10Yahoo! Presentation, Confidential
  10. 10. Those who shop in niche categories are likely to beshoppers in nearly every other categoryCategory OverlapCategory Incidence 23% 21% 21% 19% 17% 16% 15% 14% 12% 12% 12% 10% Digital Content -- 76% 68% 74% 81% 78% 86% 85% 90% 90% 90% 90% Entertainment 58% -- 64% 65% 84% 77% 86% 84% 92% 90% 92% 94% Dining 53% 62% -- 66% 71% 88% 88% 89% 94% 87% 94% 91% Financial 40% 46% 51% -- 61% 68% 70% 74% 79% 75% 83% 77% Electronics 44% 51% 49% 52% -- 68% 79% 80% 88% 85% 90% 89% Travel 35% 40% 52% 50% 54% -- 65% 73% 80% 72% 85% 85% Clothing 31% 43% 36% 43% 60% 55% -- 77% 79% 92% 81% 76% Health 28% 34% 38% 39% 51% 50% 60% -- 74% 72% 77% 76% Food/ Bev 26% 31% 34% 40% 47% 47% 61% 67% -- 76% 75% 69% Beauty 26% 31% 27% 36% 48% 47% 62% 68% 72% -- 70% 71%Home Improvement 23% 27% 32% 37% 47% 48% 54% 63% 68% 69% -- 71% Auto 23% 26% 32% 33% 40% 47% 53% 56% 64% 61% 74% -- At/above average Below averageHow often do you use your Internet-enabled mobile device/computer to access any shopping-related information for thefollowing types of products and services (which can include using your device to research products/services, look upinformation/reviews/ articles, notice or click on advertising, or make a purchase)? “Ever Access.”Incidence Base=Total online population. Cross-tab base: Mobile Internet Users within that Category. 11Yahoo! Presentation, Confidential
  11. 11. Mobile internet users skew younger, non-white,higher income & educated, rural and suburbanand are less likely to own a PC Mobile Internet PC Mobile Internet PC User Internet User User Internet UserMale 51% 47% RIM BlackBerry 25% 16%Female 49% 53% Apple/iPhone 22% 2%13-24 (Net) 28% 20% Samsung 14% 24%25-34 (Net) 27% 19% LG 9% 23%35-44 (Net) 21% 19% Motorola 9% 15% HTC 7% 4%45-54 (Net) 15% 23%55-64 (Net) 9% 19% AT&T 34% 22%MEAN AGE 34.52 39.71 Verizon Wireless 25% 33% Sprint/Nextel (Net) 17% 19%White 76% 82% T-Mobile 12% 9%Yes, of Hispanic origin 13% 7%Black or African-Am 11% 9% DEVICE OWNERSHIP: PC/Laptop computer 79% 100%Average Income Smart/Feature Phone (Net) 94% 49% 78.09K 55.37K(Thousands) Smartphone/PDA 64% 10% Advanced features 43% 40%Yes, Children 42% 33% MP3/portable media player 61% 48% Handheld gaming device 32% 21%Urban 30% 23% Basic mobile phone 15% 45%Suburban 55% 49% Tablet PC 6% 1%Rural 15% 28%College or more 51% 39%Some college 30% 35%High school 12% 17% 12Yahoo! Presentation, Confidential
  12. 12. Demographics of high incidence categories alsodiffer compared to PC users within that categoryDemographics – Mobile has more … vs. PC (Within category) More female About the same as PC More male More female More male More likely younger Same average age More likely younger More likely younger More likely younger More likely non-white More likely non-white More likely non-white More likely non-white More likely non-white Higher income Higher income Higher income Higher income Higher income More likely Parents More likely Parents More likely Parents More likely Parents More likely Parents More likely Married and More likely Married More likely Married More likely Single More likely Single Single More likely to have More likely to have More likely to have More likely to have More likely to have graduated college or graduated college or graduated college or graduated college or graduated college or more more more more more More likely to be AT&T More likely to be AT&T More likely to be AT&T More likely to be AT&T More likely to be AT&T subscriber subscriber subscriber subscriber subscriber 13Yahoo! Presentation, Confidential
  13. 13. And, demographics of low incidence incidencecategories differ compared to PC category usersDemographics – Mobile vs. PC (Within category) More likely male More likely male More likely male More likely male More likely female More likely male More likely younger More likely younger More likely younger More likely younger More likely younger More likely younger More likely non-white More likely non-white More likely non-white More likely non-white More likely non-white More likely non-white Higher income Higher income Higher income Higher income Higher income Higher income More likely Parents More likely Parents More likely Parents More likely Parents More likely Parents More likely Parents More likely Single More likely Single More likely Married More likely Single More likely Single More likely Single About the same have More likely to have More likely to have More likely to have More likely to have More likely to have completed college or graduated college or graduated college or graduated college or graduated college or graduated college or more more more more more more More likely to be AT&T More likely to be AT&T More likely to be AT&T More likely to be AT&T More likely to be AT&T More likely to be AT&T subscriber subscriber subscriber subscriber subscriber subscriber 14Yahoo! Presentation, Confidential
  14. 14. Mobile Attitudes & Consumption Basics
  15. 15. Mobile is critical in daily life but many saymobile Internet could be betterI agree with the following… I like being able to use the Internet on my 69% mobile device, but it could be better My cell phone is critical in my daily life 68%I can browse the Internet whenever I want thanks 66% to my mobile device I browse the Internet more often because I can 46% use my mobile devicePlease indicate how much you agree or disagree with each of the following statements. “Agree.” Base=Mobile Internet Users 16Yahoo! Presentation, Confidential
  16. 16. Mobile also complements PC usage andenhances the internet experienceI agree with the following… I sometimes visit a site on my mobile device and 59% follow-up on my PC I sometimes visit a site on my PC and follow-up on 34% my mobile device Mobile Internet is more convenient than home 30% connections I visit different sites on my mobile device than I do 29% on my PC Mobile technology is more exciting than PCs 28%Browsing the Internet on my phone is as easy as on 26% my PCPlease indicate how much you agree or disagree with each of the following statements. “Agree.” Base=Mobile Internet Users 17Yahoo! Presentation, Confidential
  17. 17. Usage is high throughout the day – with peaksstarting after lunchMobile Internet Usage by Time of Day Weekdays Weekends 70% 69% 70% 65% 58% 71% 71% 66% 64% 43% 58% 40% 26% 23% 29% 17% 6 to 9am 9 to 12pm 12 to 4pm 4 to 6pm 6 to 8pm 8 to 11pm 11 to 1am 1 to 6amWhat times of the day do you typically use the Internet or web-enabled Internet applications on your mobile device?Base=Mobile Internet Users. 18Yahoo! Presentation, Confidential
  18. 18. Usage is both in and out of home – with 2 in 5using in the bathroomMobile Internet Usage Locations - Access Frequently/Occasionally At a hotel 63% At school 46% At work 66% At a restaurant/café/bar 65% At a social gathering/function 58% At a concert 29% Out 93% In a movie theater 29% • On the go 89% In the car 66% • Retail 71% On a subway/train/bus 49% Outdoors 69% Waiting on a line 67% In a store 63% At a mall 58% At home 84% At the dinner table in my home 36% In my bedroom 68% In my living room Home 89% 75% Watching TV 71% In a bathroom 41%Please think about when you are in the following locations. When you are in each location below, how often do you access theInternet on the mobile device you use most often? “Frequently/occasionally.” Base=Mobile Internet Users. 19Yahoo! Presentation, Confidential
  19. 19. Mobile Internet allows for usage about the sameas PC or more across a variety of locationsMobile/PC Usage Locations - Access Frequently/Occasionally MOBILE PC 74% 75%71% 68% 66% 66% 63% 52% 49% 46% 41% 36% 32% 28% 17% 5%Watching TV In my living At work In my At a hotel At school At the In a bathroom room bedroom dinner table in my homePlease think about when you are in the following locations. When you are in each location below, how often do you access theInternet on the mobile device/PC or Laptop you use most often? “Frequently/occasionally.” Base=Mobile Internet or PC Users. 20Yahoo! Presentation, Confidential
  20. 20. The majority of mobile users access mobileInternet while watching TVAccess Internet while watching TV 13% 7% 16% 22% Never 20% 36% Rarely Occasionally Frequently 51% 35% Mobile PC or LaptopPlease think about when you are in the following locations. When you are in each location below, how often do you access theInternet on the mobile device/PC Laptop you use most often? “Frequently/occasionally.” Base=Mobile Internet /PC Users. 21Yahoo! Presentation, Confidential
  21. 21. 1 in 5 search for more information related tothe commercials they sawContent they are browsing while watching TV Mobile PC Communicating with a friend or family member via texting 56% NA Updating/reading social networking sites 40% 53% Browsing content on the internet not related to what I’m watching 37% 70% Communicating with friend/family member via email 33% 49% Using mobile applications 33% NA Browsing content on the internet related to what I’m watching 24% 28% Doing Internet searches/looking up information related to a commercial that I saw 23% 32% Communicating with friend/family member via IM 19% 22%What are you typically doing while you are on your mobile device while watching TV?Base=Mobile Internet and PC users who use it while watching TV. 22Yahoo! Presentation, Confidential
  22. 22. 9 in 10 have accessed the mobile webat a storeAccess Internet while at a store at the mall 15% 29% Never 23% Rarely 23% Occasionally 41% Frequently 38% 21% 10% At a store At a mallPlease think about when you are in the following locations. When you are in each location below, how often do you access theInternet on the mobile device you use most often? “Frequently/occasionally.” Base=Mobile Internet Users. 23Yahoo! Presentation, Confidential
  23. 23. In-store usage is about communication and product information Mobile activities while at a store or mall Communicate with a friend or family member via texting 70%Take and/or send a picture of a product/product details to a friend or family member 48% Communicate with a friend or family member via email 44% Communicate with a friend or family member via IM-ing 25% Help you shop or get information about a product/service 38% Shopping Activities Use or request a coupon 20% 49% Scan a barcode 15% Browse for content not related to what I was in the store/mall for 35% Play a game 24% You mentioned that you use your Internet-enabled mobile device within a store or a mall. Do you ever use it in a store or mall to do the following? Base=Mobile Internet Category Users. who access it in a store or mall. 24 Yahoo! Presentation, Confidential
  24. 24. 3 in 4 have downloaded mobile apps clearlyshowing an interestWhat kinds of mobile applications are they using? Digital content for my mobile phone 44% Financial services 33% Entertainment items and content 30% Restaurants/Dining 27% 75%Have Downloaded Consumer electronics and technology Personal or vacation travel Packaged food and beverage 24% 22% 20% An App Clothing apparel and fashion accessories 18% Healthcare or medical related 17% Beauty and personal care 17% Home improvement 17% Automobiles, parts or accessories 16%Now we’d like you to think about what specifically you currently do (or have done) for each of the following product categoriesusing your computer or laptop. Please select all that apply for each. “Used an application on my mobile device.” Base=MobileInternet Users. 25Yahoo! Presentation, Confidential
  25. 25. Purchase and passion drive usage and downloadsof applicationsWhat’s important in your decision to download an app? It’s something I’m interested in 75% PASSION It looks entertaining 53% I’m passionate about the content 49% Finding information when I need it 60% Finding information in my local area 52% INFO & Help me search for a product or service 47% PURCHASE User reviews 44% Help me throughout my shopping process 37% Professional reviews 36% It’s free 75% OTHER Recognizable and trusted brand 54% Recommendations from friends or family 45%How important are each of the following in your decision to download an app to your internet enabled mobile device?“Extremely/very important.” Base=Mobile Internet Users who download apps. 26Yahoo! Presentation, Confidential
  26. 26. Mobile Shopping Penetration
  27. 27. We asked mobile internet users about thecategories they use…  Automobiles or automobile parts or  Packaged food and beverage (such as accessories (such as repair info/tips, tires, groceries, snack items, recipes, cooking tips, tools, wheels, engines, brakes, etc.) etc.)  Beauty and personal care (such as shampoo,  Healthcare or medical related (such as make-up, perfume, grooming, beauty tips, services, remedies, medication, healthy etc.) eating, etc.)  Clothing apparel and fashion accessories  Personal or vacation travel (such as airline (such as style tips, jeans, shirts, outerwear, tickets, hotels, car rentals, etc.) kids clothing, jewelry, footwear, sizing info etc.)  Restaurants/Dining (such as casual, fast food, bakery/café’s, fine dining or local restaurants  Consumer electronics and technology (such as in your area) cell phones, digital cameras, computers, gaming consoles, GPS, etc.)  Home improvement (such as tips, designing- related, furnishings, accessories, repair items,  Entertainment items and content (such as indoor/ outdoor, garden, etc.) DVDs, games, music, concert/movie tickets, TV shows/clips, etc.)  Digital content for my mobile phone (ringtones, apps, music)  Financial services (such as banking, paying bills, financial calculators etc.) 28Yahoo! Presentation, Confidential
  28. 28. Currently, the PC experience still offers a betterexperience through the funnel…Mobile & PC – In the Purchase Funnel – Net of all Categories 51% 50-54% plan to To hear about or discover a product and service do more or the same 35% on mobile in the next 12 months across the funnel 78% To help me learn more 45% 74% To help me narrow down the selection PC 43% Mobile 71% To help me make a final decision 42% 62% To keep up-to-date on news or deals 44%How useful is using your mobile device/PC to help you with each of the following aspects of your browsing or research processfor <<CATEGORY>>? “Extremely/very helpful” summary.Base=Mobile/PC Internet shoppers. 29Yahoo! Presentation, Confidential
  29. 29. …with great opportunities and strides needed inhigher incidence categoriesMobile Usefulness in Purchase Funnel Dig. Con. Ent. Dining Elect. Finance Travel Apparel Health Food/Bev Beauty Home Auto To hear about ordiscover a product and 34% 34% 32% 37% 26% 31% 38% 45% 36% 41% 40% 38% serviceTo help me learn more 39% 44% 43% 52% 36% 44% 47% 53% 50% 50% 49% 54% To help me narrow down the selection 35% 40% 46% 47% 32% 43% 46% 45% 55% 52% 52% 43% To help me make a final decision 38% 38% 41% 46% 29% 43% 48% 48% 46% 47% 45% 49% To keep up-to-date on news or deals 41% 42% 36% 47% 40% 44% 48% 52% 48% 49% 48% 47% At/above average Below averageHow useful is using the Internet or applications on your mobile device to help you with each of the following aspects of yourbrowsing or research process for <<CATEGORY>>?Base=Mobile Internet Category Users. 30Yahoo! Presentation, Confidential
  30. 30. Categories that have lower incidence also have thegreatest ramp for future growthStated Future Use of Mobile in the Purchase Funnel (More or About the Same as PC) To hear about or discover a product 46% 48% 45% 50% 47% 46% 40% 48% 53% 53% 50% 55% and serviceTo help me learn more 47% 48% 45% 52% 49% 46% 46% 47% 54% 56% 53% 57% To help me narrow down the selection 47% 49% 47% 51% 52% 49% 49% 51% 55% 56% 59% 61% To help me make a final decision 48% 49% 47% 48% 50% 47% 52% 51% 55% 57% 56% 57% To keep up-to-date on news or deals 52% 52% 51% 57% 54% 53% 55% 58% 62% 61% 61% 66% At/above average Below averageOver the next 12 months, which will you be using more to do each of the following for <<CATEGORY>> information/products/services, a computer or an internet-enabled mobile device?Base=Mobile Internet Category Users. 31Yahoo! Presentation, Confidential
  31. 31. For researching, mobile is great forconvenience, especially when not near a PCI agree with the following… – Net of all Categories Mobile is good for doing research when I’m not near a computer or laptop 56% Proximity to PC I only research purchases on a mobile device when I’m 64% not near a computer 50% It’s good for researching unplanned purchases 45% Mobile is good for doing time-sensitive research 45% Mobile is good for researching impulsive purchases Speed/Convenience 41% 65% I only research purchases on a mobile device when it’s faster than using a computer 33% It’s the most convenient way to research purchases 23%Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the followingstatements about researching <<CATEGORY>> purchases using a mobile device. “Agree.”Base=Mobile Internet Category Users. 32Yahoo! Presentation, Confidential
  32. 32. For higher incidence categories it is aboutproximity, while lower is about convenienceI agree with the following… Dig. Con. Ent. Dining Elect. Finance Travel Apparel Health Food/Bev Beauty Home Auto Proximity to 57% 66% 69% 68% 57% 69% 73% 67% 63% 61% 63% 61% PC Speed & 55% 60% 66% 69% 58% 71% 74% 69% 67% 68% 68% 64% Convenience At/above average Below averageRegardless of whether or not you do this now, please tell us how much you agree or disagree with each of the followingstatements about researching <<CATEGORY>> purchases using a mobile device. “Agree.”Base=Mobile Internet Category Users. 33Yahoo! Presentation, Confidential
  33. 33. A third think they will be doing more researchbecause mobile enables themI agree with the following… – Net of all Categories I do more research overall because I can use my mobile device 31% I think I’ll be researching more purchases on a mobile device in the future 31% It’s no different from researching a purchase on a computer 27% It’s the most convenient way to research purchases 23% It’s too difficult to do research 30% It doesn’t seem safe/secure to research 23%Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the followingstatements about researching <<CATEGORY>> purchases using a mobile device. “Agree.”Base=Mobile Internet Category Users. 34Yahoo! Presentation, Confidential
  34. 34. Typically, consumers spend less than a weekusing their phones to researchHow much time did you spend researching? 6% 10% 12% 12% 14% 6% 14% 14% 15% 16% 14% 23% 23% 9% 17% 8% 9% 13% 20% 12% 12% 14% 15% 8% 13% 32% 38% 37% 26% 36% 31% 27% 41% 23% 46% 42% 68% 43% 45% 41% 40% 42% 42% 42% 33% 37% 29% 30% Less than a day 1 day-1 week More than 1 week NoneHow much time did you spend researching <<CATEGORY>> information or products or services on your mobile device?Base=Mobile Internet category Users. 35Yahoo! Presentation, Confidential
  35. 35. Travel and auto have the longest average mobile research sessions, while dining has the shortest Length of Mobile Research Session – Mean in Minutes 31.6 28.5 26.0 25.6 25.8 25.1 24.4 19.3 19.7 17.6 17.6 13.8On average, how much time did you spend on each session related to browsing or researching on your mobile device for<<CATEGORY>> information or products or services? Base=Mobile Internet category Users. 36 Yahoo! Confidential
  36. 36. 3 in 5 use internet via PC to complement theirmobile category researchOther sources used when looking up category info – Net of all Categories Internet using my PC/Laptop 59% Family, friends, or colleagues 43% TV 26% Magazines 25% In-store displays 21% Newspapers 18% Professional(s) 15% Salespeople 14% Informational brochures 13% Radio 12% Books 10% 800 or toll-free number 9%What other sources besides using your mobile device did you typically use when browsing or researching <<CATEGORY>>information/products/services? Select all that apply. Base=Mobile Internet Category Users. 37Yahoo! Presentation, Confidential
  37. 37. Aside from their phones, the Internet and WOMare integrated into their search for category infoOther sources used when looking up category info Dig. Con. Ent. Dining Elect. Finance Travel Apparel Health Food/Bev Beauty Home Auto Internet 53% 64% 60% 64% 51% 72% 62% 61% 54% 55% 56% 57% Family or friends 36% 49% 54% 44% 31% 51% 44% 43% 40% 44% 40% 34% TV 18% 39% 20% 35% 17% 23% 29% 26% 34% 29% 27% 23% Magazines 15% 30% 17% 29% 16% 27% 44% 28% 31% 43% 27% 22% In-store displays 16% 23% 9% 33% 10% 7% 42% 15% 39% 38% 37% 18% Newspapers 9% 22% 21% 17% 19% 22% 18% 17% 26% 18% 20% 21% Professional(s) 5% 8% 13% 16% 21% 17% 14% 40% 8% 25% 25% 23% Salespeople 13% 13% 2% 23% 8% 6% 23% 11% 14% 22% 26% 26% Brochures 7% 11% 10% 15% 14% 23% 9% 25% 14% 12% 20% 13% Radio 7% 21% 12% 15% 8% 11% 8% 11% 14% 16% 8% 10% Books 5% 10% 3% 11% 10% 17% 8% 20% 13% 11% 18% 11% 800 or toll-free number 7% 7% 5% 8% 12% 20% 5% 15% 10% 11% 11% 10% At/above average Below averageWhat other sources besides using your mobile device did you typically use when browsing or researching <<CATEGORY>>information/products/services? Select all that apply. Base=Mobile/PC Internet Category Users. 38Yahoo! Presentation, Confidential
  38. 38. And rely on different and sensible sources ofinformationCORRESPONDENCE MAP*: Other sources used when looking up category info WORD-OF-MOUTH +INTERNET Radio Family, friends, or colleagues MEDIA Internet using my PC/Laptop Newspapers TV Magazines In-store displays TRADITIONAL INFORMATION/ 800 or toll-free number Informational brochures IN-STORE *Interpretation Note: The closer the attribute Salespeople Books to the category the higher the association or correlation.What other sources besides using your mobile device did you typically use when browsing or researching <<CATEGORY>>information/products/services? Select all that apply. Base=Mobile/PC Internet shoppers. 39Yahoo! Presentation, Confidential
  39. 39. Mobile Principles
  40. 40. Mobile Principles LOCATION refers to the importance that ASAP refers to wanting to finish what they consumers place on mobile ads which are were doing as quickly as possible. relevant to their current location. GOAL ORIENATION refers to users knowing TAKING MY TIME refers to users taking their exactly what they were doing and actively time to complete what they were done. shopping and looking up category information. PASSION refers to passion that they feel ATTENTIVENESS refers to users giving their full about the category information they were attention to the category information seeking. BOREDOM refers to when consumers ROUTINE refers to the general routine that experience boredom when accessing this they go about accessing this type of category content. information. TRUST refers to the experience of accessing a trusted source on their mobile device. Safety and security means it’s currently lacking and important for that category. 41
  41. 41. Understanding the principles can help tuneadvertising performance across categories Mobile Digital Content  Entertainment     Dining      Electronics       Financial   Travel      Apparel         Health      Food & Bev     Beauty          Home Improvement     Auto       Table above is based on above average scores or correspondence analysis on each of the mobile principles. 42Yahoo! Presentation, Confidential
  42. 42. Mobile experiences and mindset differs bycategoryCorrespondence Map*: Describes Mobile Experience With Category PASSION Accessed info is a Accessed Info as part of passion of mine general routine Took my time to complete Gave my full attention to the what I was doing information that I accessed Exploring and no specific Actively shopping/looking up info goal to accomplishACTIVE AND NO GOAL Knew exactly what I needed to do and achieved itATTTENTIVE I was using trusted site/app Wanted to finish as quickly as possible Accessed info *Interpretation Note: because I was bored The closer the attribute to the category the BOREDOM higher the association or correlation.Using the scale below, please tell us how well each statement describes your experience while you are using your mobile devicefor <<CATEGORY>> information or products or services. Base=Mobile Internet category Users. 43Yahoo! Presentation, Confidential
  43. 43. Mobile advertising needs to keep location andgeography in context across categoriesMobile Location Based-Advertising 77% 75% 78% 76% 69% 68% 71% 65% 67% 67% 64% 62% 35% 32% 35% 34% 34% 27% 27% 27% 26% 28% 23% 20% Mobile ads relevant to my current location (% Important) Mobile ads are helpful at finding geo-graphically relevant information (% Agree)Using the scale below, please tell us how well each statement describes your experience while you are using your mobile devicefor <<CATEGORY>> information or products or services.Please tell us how important the following types of ad features are to you when it comes to <<CATEGORY>> advertising on yourmobile device. “Extremely/very/somewhat important.” Base=Mobile Internet Category Users. 44Yahoo! Presentation, Confidential
  44. 44. Goal orientation is strong for dining, apparel, CPG,and auto categories…Actively Shopping/Looking up Information With a Goal 50% 48% 47% 47% 46% 44% 43% 43% 44% 43% 40% 44% 38% 41% 40% 40% 41% 41% 39% 39% 33% 34% 26% 25% I knew exactly what I needed to do and I achieved it I was actively shopping/looking up category informationUsing the scale below, please tell us how well each statement describes your experience while you are using your mobile devicefor <<CATEGORY>> information or products or services. Base=Mobile Internet category Users. 45Yahoo! Presentation, Confidential
  45. 45. Attentiveness varies by category…Gave Full Attention 41% 42% 38% 39% 39% 39% 36% 34% 34% 32% 33% 31% I gave my full attention to the category information I was accessingUsing the scale below, please tell us how well each statement describes your experience while you are using your mobile devicefor <<CATEGORY>> information or products or services. Base=Mobile Internet Category Users. . 46Yahoo! Presentation, Confidential
  46. 46. …which impacts the urgency consumers are willingto invest in info seekingThe Element of Time 55% 49% 48% 48% 48% 48% 47% 47% 46% 45% 45% 45% 41% 40% 39% 38% 37% 34% 32% 32% 29% 30% 28% 28% I wanted to finish what I was doing as quickly as possible I took my time to complete what I was doingUsing the scale below, please tell us how well each statement describes your experience while you are using your mobile devicefor <<CATEGORY>> information or products or services. Base=Mobile Internet Category Users. . 47Yahoo! Presentation, Confidential
  47. 47. Consumers are willing to explore apparel,entertainment, food/bev, auto, and homeJust Exploring and Bored 45% 37% 37% 38% 37% 34% 35% 33% 38% 30% 30% 35% 29% 28% 30% 30% 28% 23% 26% 26% 19% 23% 14% 18% I was just exploring and did not have a specific goal to accomplish I accessed category information because I was boredUsing the scale below, please tell us how well each statement describes your experience while you are using your mobile devicefor <<CATEGORY>> information or products or services. Base=Mobile Internet Category Users. . 48Yahoo! Presentation, Confidential
  48. 48. Trust critical for travel & apparel and safety &security is vital for finance & autoTrust & Safety and Security 55% 55% 49% 48% 48% 49% 45% 46% 46% 46% 44% 45% 39% 43% 43% 42% 39% 40% 39% 38% 37% 36% 35% 33% 30% 29% 28% 28% 27% 26% 26% 27% 24% 23% 20% 22% I was using a website or mobile application I trust (% Describes Experience) Mobile is safe/secure to make purchases (% Agree) Mobile is safe/secure to research (% Agree)Using the scale below, please tell us how well each statement describes your experience while you are using your mobile devicefor <<CATEGORY>> information or products or services. Base=Mobile Internet Category Users. . 49Yahoo! Presentation, Confidential
  49. 49. …most notably because they are morecategories of passion or routine for consumersCategory Passion and Routine 32% 30% 29% 30% 29% 30% 26% 29% 28% 21% 21% 22% 22% 26% 20% 20% 19% 20% 19% 19% 18% 16% 15% 14% I accessed category information as part of my general routine Accessing category information is a passion of mineUsing the scale below, please tell us how well each statement describes your experience while you are using your mobile devicefor <<CATEGORY>> information or products or services. Base=Mobile Internet Category Users. . 50Yahoo! Presentation, Confidential
  50. 50. Mobile Internet Shopping Category Activities
  51. 51. Specific Tasks by Category – Tried & Successful Used search Used search Restaurant Used search Check balance Used search locatorDownloaded a Movie times Store Pay bills Weather ringtone Menu look up information Look at Used search Travel Downloaded pictures Used search Product price engine destination an app comparison information Download Decided where Click to callDownloaded a music, TV to eat Reviews Transportation game schedules Retailer Connected Request a information Compare Downloaded Social sharing with others via coupon prices music of content via email Looked for text Social Finance App Deals and Click to call shopping offers Social travelingEarlier you said you’d accessed <<CATEGORY>> shopping information. What specifically did you do on your Internet-enabledmobile device, and what are you interested in doing? Base=Mobile Internet Category Users. Top Activities Listed outside ofvisiting a website with some responses netted together. 52Yahoo! Presentation, Confidential
  52. 52. Specific Tasks by Category – Tried & Successful Used search Used search Used search Used search Got store Used search engine information Got store Researched Got store Dealer information symptoms & information Got store Used search information causes information engine Apparel Recipes Compare car pictures Looked for Compare Comparison prices a doctor Compare prices Shopped Compare prices Safety prices Homeopathic Read reviews Requested a information remedies Nutritional coupon Social Information Some social Financing shopping Learned about shopping Looked for a a key medication Click to call deal Look up promotionsEarlier you said you’d accessed <<CATEGORY>> shopping information. What specifically did you do on your Internet-enabledmobile device, and what are you interested in doing? Base=Mobile Internet Category Users. Top Activities Listed outside ofvisiting a website with some responses netted together. 53Yahoo! Presentation, Confidential

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