Every mobile device is different. Not surprisingly, so are the people who use them. What are the main personas, how do they behave, and what can you do to customize your approach? With mobile on the mind of every marketer, understanding how consumers interact with their devices is a critical step in building an effective mobile strategy. To help navigate the ever changing mobile landscape, Mark Baltazar of BrandSpark International and Jed Schneiderman of Tapped Mobile will share actionable North American insights from the 2nd Annual Mobile Personas Study – the largest study of its kind in North America. In this insight-filled webinar, you will learn: -What important changes in mobile behaviour have occurred since last year -Why it’s important to segment the mobile market into simple personas -How Mobile Personas use smartphones and tablets and what it means for your mobile strategy -How mobile impacts key retail categories

1. mCordis
Putting mobile at the heart of marketing
mC
Mobile Personas: Critical Insights That Will
Ignite Your Mobile Strategy!
!
!
April 22, 2014

2. Overview!
Every mobile device is different. Not surprisingly, so are the people
who use them. What are the main personas, how do they behave,
and what can you do to customize your approach? With mobile on
the mind of every marketer, understanding how consumers interact
with their devices is a critical step in building an effective mobile
strategy. To help navigate the ever changing mobile landscape,
Mark Baltazar of BrandSpark International and Jed Schneiderman of
Tapped Mobile will share actionable North American insights from
the 2nd Annual Mobile Personas Study – the largest study of its kind
in North America.

3. Today’s Agenda!
In this insight-filled webinar, you will learn:
• What important changes in mobile behavior have occurred since
last year
• Why it’s important to segment the mobile market into simple
personas
• How Mobile Personas use smartphones and tablets and what it
means for your mobile strategy
• How mobile impacts key retail categories

4. Today’s Speakers!
Michael Becker
Managing Partner and
North America CEO
mCordis
Mark Baltazar
VP and Partner
BrandSpark
International
Jed Schneiderman
President & Co-
Founder
Tapped Mobile

5. Q&A!
Don’t forget to Tweet about
this session using hashtag:
#mCordis, #mobilepersonas

6. Lets start with a couple of poll questions.
Poll Questions!

7. 2014
2ND ANNUAL SURVEY
CRITICAL INSIGHTS THAT WILL IGNITE
YOUR MOBILE STRATEGY
BROUGHT TO YOU BY

8. A MULTIDISCIPLINARY
APPROACH
Mobile
Monetization
Mobile
Marketing
Consumer & Shopper
Insights

9. WHY THIS STUDY?
Growing importance
of mobile
A need for a
North American Perspective
Insights that address the needs
of marketers, brands and
agencies

10. METHODOLOGY

11. Who are the Mobile Personas?
Why it’s important to segment the mobile
market into simple personas?
What Important Changes in Mobile have
occurred since last year?
How Mobile Personas use smartphones
and tablets and what it means for your
mobile strategy
How are shoppers specifically using
their mobile devices instore?

12. INTRODUCING
THE
MOBILE PERSONAS

13. THE MOBILE PERSONAS
MOBILE
MOMS
MOBILE
MEN
MOBILE
MILLENNIALS
Moms 25-54
(with kids aged 0-18 at home)
Men/Women 18-29 Men 25-54

14. 78%
Of American Moms
Are Mobile.
75%
Of American Men
Are Mobile.
INTRODUCING THE MOBILE PERSONAS
70%
Of Canadian Moms
Are Mobile.
72%
Of Canadian Men
Are Mobile.
85%
Of American Millennials
Are Mobile.
83%
Of Canadian Millennials
Are Mobile.

15. MOBILE PERSONAS
ARE EARLY ADOPTERS
Mobile Moms Mobile Millennials Mobile Men
Early Adopters
• First to try new products
• More likely to engage with brands
• Will recommend new products to family/
friends
% of Segment that are Early Adopters
Non-Mobile Persona
Smartphone User
Tablet User
36% 39%
54% 41%
35% 37%
45% 46%
58% 46%
58% 44%
45% 48%
62% 48%
61% 45%

16. 3x
MORE LIKELY
to share product information with
someone they don’t know.
2.5x
MORE LIKELY
to use social media to expand
their social circles.
2x
MORE LIKELY
to use social media to share
product information.
Source: Mobile Personas Analysis
http://visual.ly/field-guide-brand-advocates
EARLY ADOPTERS ARE
AMPLIFIERS

17. MOBILE PERSONAS IN ACTION

18. SMARTPHONE ADOPTION IS
GROWING
76%
2014
79%
69%
2014 2014
Moms Millennials Men
57%
2014
77%
64%
2014 2014
Moms Millennials Men
4%7%3%
7%

19. Moms
Moms
2014
Millennials
2014
Millennials
Tablet
Tablet
53%
2014
2014
40%
44%
33%
2014
Men
2014
Men
41%
40%
7% 1%
4%6%
5%
11
%
TABLET ADOPTION IS
GROWING AMONG MOMS

20. 46%
Use a
Smartphone
22% 32%
MILLION
Use Both Use a Tablet
56%
Use a
Smartphone
20% 24%
MILLION
Use Both Use a Tablet
47%
Use a
Smartphone
24% 29%
Use Both Use a Tablet
40%
Use a
Smartphone
48%
12%MILLION
Use Both Use a Tablet
49%
Use a
Smartphone
45% 6%
Use Both Use a Tablet
46%
Use a
Smartphone
46% 8%
Use Both Use a Tablet
MOBILE
MEN
MOBILE
MILLENNIALS
MOBILE
MOMS
MOBILE PERSONAS DEVICE USAGE

21. Mobile Moms
Mobile Millennials
Mobile Men
35%
47%
43%
22%
28%
31%
10%
24%
18%
Smartphone Tablet Computer
BLOGS ARE AN IMPORTANT SOURCE OF CONTENT
for shoppers
Mobile Moms
Mobile Millennials
Mobile Men
33%
42%
35%
25%
32%
29%
14%
26%
21%

22. 35%
Mobile Moms
65%
Mobile Millennials
62%
Mobile Men
Video via YouTube
CONSUMPTION IS GROWING
1% 14% 14%
36%
Mobile Moms
64%
Mobile Millennials
59%
Mobile Men3% 16% 15%

23. SEARCH IS UP ON MOBILE
Smartphone Tablet Desktop/Laptop
Mobile Moms
Mobile Millennials
Mobile Men
39%
63%
52%
55%
57%
58%
75%
77%
80%
-2%
6%
6%
8%
9%
1%
-10%
-5%
-5%
Search
Search
Search
Mobile Moms
Mobile Millennials
Mobile Men
58%
64%
60%
60%
53%
59%
77%
67%
72%
2%
2%
-12%
-14%
-11%
Search
Search
Search
3%
-2%
-14%
15%

24. SECOND SCREEN VIEWING
FAVORS MOBILE
Mobile Moms Mobile Millennials Mobile Men
23%
51%
30%
33%
45%
34%
41%
56%
43%
38%
50%
46%
Smartphone Owners Tablet Owners
Smartphone Owners Tablet Owners
%
using
device
while
watching
TV

25. MOBILE PERSONAS
IN-STORE

26. Smartphones are
BEING USED IN-STORE
Electronics
62%
Health
& Beauty
57%
Clothing
56%
Food
& Beverage
57%
Automotive
34%
Home
Appliances
55%
Electronics
47%
Health
& Beauty
56%
Clothing
47%
Food
& Beverage
51%
Automotive
35%
Home
Appliances
56%

27. It’s not just about
PRICE COMPARISONS
Electronics
Health & Beauty
Clothing
Food & Beverage
Automotive
Home Appliances
Contact friend/
Family + Look up
Product information
Taking Pictures
+ Comparing
Prices
Taking
Pictures
Taking
Pictures
Search for
Coupons
Comparing
Prices
Look Up
Product
Information
Look Up
Product
Information
Comparing
Prices
Comparing
Prices
Taking
Pictures
Taking
Pictures

28. 7%
Mobile
Moms
7%
Mobile
Moms
19%
Mobile
Millennials
13%
Mobile
Millennials
16%
Mobile
Men
8%
Mobile
Men
Food and Beverage Health and Beauty
In-store impact
VARIES
Changed decision in-store due to smartphone
13%
Mobile
Moms
23%
Mobile
Millennials
18%
Mobile
Men
14%
Mobile
Moms
21%
Mobile
Moms
13%
Mobile
Men

29. 3%
6%
6%
6%
8%
19%
15%
16%
12%
23%
11%
12%
Smartphones are
CHANGING DECISIONS
5% 12% 12%
13% 32% 24%
6% 19% 13%
8% 20% 15%
Electronics
Clothing
Automotive
Home Appliances
Mobile Moms Mobile Millennials Mobile Men

30. MOBILE INSIGHTS IN ACTION!

31. INTERSECTING DYNAMICS
Shoppers looking for more information
Print still preferred
Video consumption on the rise
Shoppers looking for ways to simplify their lives

32. BABIES “R” US
bridges print and digital

33. INTERSECTING DYNAMICS
Tablet is growing
Weather app usage tops the list
In buy-mode when on tablet
Blogs are popular
E-commerce

34. Source:
Mobile
Commerce
Daily
TABLET-FOCUSED CAMPAIGN

35. INTERSECTING DYNAMICS
Second screen viewing
M-commerce is growing

37. INTERSECTING DYNAMICS
People still read flyers / circulars
Intersection of online and offline
m-commerce is growing
mobile allows shoppers to seize the moment

38. INTERSECTION OF PRINT AND MOBILE

39. INTERSECTING DYNAMICS
Shoppers love their coupons
Flyers / circulars still important
along the path to purchase
People shop with their phone
Mobile impacts path to purchase

40. SHOPPERS LOVE THEIR COUPONS

41. FINAL THOUGHTS
Mobile cannot be ignored
American and Canadian Mobile Personas behave differently
Mobile content consumption driving key consumer behavior
Mobile is the new sales associate
Mobile’s impact differs by sector and target market

42. THANK YOU!
Mark Baltazar
Vice President and Partner,
BrandSpark International
Mbaltazar@BrandSpark.com
@Mark_Baltazar
www.BrandSpark.com
Jed Schneiderman
President and Co-Founder,
Tapped Mobile
Jed@tappednetworks.com
@Jedschneiderman
www.tappedmobile.com

43. Q&A!
Michael Becker
Managing Partner and
North America CEO
mCordis
Mark Baltazar
VP and Partner
BrandSpark
International
Jed Schneiderman
President & Co-
Founder
Tapped Mobile

44. Upcoming Webinars!
• 5 Ways to Nurture Profitable Customer Relationships Through Mobile Messaging
- April 24, 2014, 2pm EDT/11am PDT
• JetBlue Webinar Series Part 3: How to Structure Mobile Within Your Organization: Learnings
from JetBlue Airways
- May 22, 2014, 2pm EDT/11am PDT
• Five Secrets to Unlocking Mobile SEO Success
- May 28, 2014, 2pm EDT/11am PDT
Learn more at http://www.mcordis.com/education/webinars

45. Upcoming Events!
The BNPA Mobile Marketing
Fundamentals seminar brings
some of the top minds together
in an intimate format to learn the
latest in mobile marketing. Learn
more about attending or
sponsoring here:
http://www.mcordis.com/bnpa-
seminar-may2014!
!
May 22, Toronto!

46. Upcoming Events!
Waterfall and mCordis will be hosting a
series of workshops and executive
dinners in San Francisco, New York and
Chicago in May and June. Please email
events@mcordis.com to register for the
workshop or request a dinner invite.!
!
!
Somo Innovation Networking Breakfast,
May 8, New York!
!

47. Thank you!