2. Foundation of Quantum Physics
The quantum world exists as a series of probability waves, an infinite
number of potential outcomes
Only when something is observed or measured does the probability
wave collapse and a single result is established
Wave Collapse measures and observes the world in multiple different
ways, collapsing the various probability waves and establishing a rich
perspective on reality
This multi-view approach provides the foundation for strategy
optimization using research and insights to drive revenue
Our team...
Advises mobile start ups on how to be more attractive to advertisers
and agencies; how to monetize their data; and, how to stand out in
the crowded marketplace
Provides thought leadership research to capture the attention of
clients and press
Identifies ‘after next’ trends to inform product development
Copyright 2012 Wave Collapse LLC
3. Online survey in July 2012
1500 people
All own an iPhone, Android, Windows Phone, or
BlackBerry device
Copyright 2012 Wave Collapse LLC
4. A new scientific truth does not triumph by convincing its
opponents and making them see the light, but rather
because its opponents eventually die, and a new
generation grows up that is familiar with it.
Max Planck, Physicist
Copyright 2012 Wave Collapse LLC
8. I like to use this & look forward to it
Mobile Phone Tablet Computer
80% 78% 88%
Copyright 2012 Wave Collapse LLC
9. 63%
<44
53% 47%
Years
Surprises vs Predictable
Old Multi-tasking vs Single-tasking
Heavier Users
Less likely to of Mobile
own a Everything: Love to
Blackberry Internet Discover
or Windows Apps
Mobile Music
device Games
More on this
later…
Copyright 2012 Wave Collapse LLC
10.
11. Active
Discovery
Passive
Copyright 2012 Wave Collapse LLC
12.
13. 100%
80%
Never
60% 13% 15%
Less than once a week
Once a week
Couple of times a week
40%
Once a day
Multiple times a day
53% 52%
20%
0%
Mobile Phone Tablet Activ
e
Copyright 2012 Wave Collapse LLC
14. Which of these have you searched for in the past week?
100%
80%
60%
50%
45% 47% 47%
41% 41%
40% 38%39% 39%
33% 35% 34%
31%
28% 26%
23%
20%
0%
Company Product App Topic Company Product App Topic Website
New Familiar
Mobile Tablet
Activ
e
Copyright 2012 Wave Collapse LLC
15. Which of these have you searched for in the past week?
100%
80%
72%
68% 67% 68%
64%
59%
60% 55%
50%
47% 47%
38% 39%
40% 35%
31%
26% 28%
23% 24%
20%
0%
Company Product App Topic Company Product App Topic Website
New Familiar
Mobile Tablet Computer
Activ
e
Copyright 2012 Wave Collapse LLC
16. Mobile Websites Tablet Websites
All new All new
Mostly ones ones
new ones 5% 8%
11% Mostly
new ones No new
No new ones
15%
ones 33%
37%
A few new
ones A few new
47% ones
44%
Thinking about yesterday and the websites you browsed on your mobile phone/tablet, how many of
them were new, ones you had not visited before?
Activ
e
Copyright 2012 Wave Collapse LLC
17. Interest in Using Device to Find New Websites
Mobile 49%
Tablet 65%
Computer 79%
0% 20% 40% 60% 80% 100%
Activ
e
Copyright 2012 Wave Collapse LLC
18. Mobile/Tablet Active Discovery is actually
rediscovery, not true discovery/exploration
Most searches are for companies/things where people
already have a relationship
Apps need to be a part of your mobile strategy
50% of smartphone owners have searched for an app from
a company they are familiar with in the past week
Need to rely more heavily on passive discovery
Low interest in using mobile to find new websites
Activ
e
Copyright 2012 Wave Collapse LLC
19.
20. In the past day, what have you experienced?
100%
80%
70%
61%
60% 56%
46%
38% 39%
40%
32% 32%
26%
20%
0%
Came across a new product or Found a new website I hadn't Found a new app I hadn't
company I hadn't heard about visited before heard of before
before
Mobile Tablet Computer
Passive
Copyright 2012 Wave Collapse LLC
21. Action Taken After Coming Across New Content
57%
84% Downloaded
Visited App
Site
28% 32%
2%
2% Searched Searched for
Something
Something for similar Came
similar apps
Else
Else Came sites across
across new
new app
website
69%
37% Read
Read Reviews
Reviews about App
about Site
Passive
Copyright 2012 Wave Collapse LLC
22. Action Taken After Coming Across New Product or Company
45%
Looked for
it in-store
2%
Something
Came
Else across new 37%
product/c Searched
ompany
for similar
products/c
ompanies
66%
Read
Reviews
Passive
Copyright 2012 Wave Collapse LLC
23. How did you hear about the new-to-you website/app?
100%
80%
60%
40%
29% 30% 29% 30% 29%
26% 27% 27%
22% 22%
20% 15% 15%
12% 12%
0%
Email Friends/ Social TV Trusted Ad Searched for
family network website it myself
Mobile Tablet
Passive
Copyright 2012 Wave Collapse LLC
24. Driving Passive Discovery is a big opportunity
Few people are coming across new content or companies
while on Mobile and Tablet
Promotes Active Discovery
Advertisements are on par with Social in assisting
Passive Discovery
For websites, apps, and companies/products
Passive
Copyright 2012 Wave Collapse LLC
25.
26. Explorers
People who love to find and experience new things across
their lives, not just in mobile and digital (20%)
Followers
People who have a bit of an exploring streak but are more
likely to follow the path rather than blaze it (60%)
Laggards
People who don’t go looking for new things as often, more
content with what they already know (20%)
Asked how much they agreed with the series of about 16 different statements around discovery in general.
We separated out the groups based on those that overindexed in agreement with the statements
(Explorers), those that were about average (Followers), and those that underindexed (Laggards)
Copyright 2012 Wave Collapse LLC
27. Mobile Phone
All Explorers Followers Laggards
Respondents
80% 92% 81% 66%
Computer
All Explorers Followers Laggards
Respondents
88% 91% 87% 87%
Copyright 2012 Wave Collapse LLC I like to use this & look forward to it
28. How often do you use the search bar each day on Mobile?
13%
15%
Once a day
Multiple times a day
80%
11%
51%
31%
Explorers Followers Laggards
Copyright 2012 Wave Collapse LLC
29. Which of these have you searched for in the
100%
past week on Mobile?
80%
66%
61% 59%
60% 54% 54% 52%
48%
44%
40%
40%
33% 32% 32%
21% 23% 22%
20% 18%
11% 13%
0%
Company Product App Topic Company Product App Topic Website
New Familiar
Explorers Followers Laggards
Copyright 2012 Wave Collapse LLC
30. 100% In the past day, what have you come across?
80% 75% 75%
66%
60% 54%
52% 52% 53% 51% 52%
42%
40% 37% 38%
26%
21%
20% 17% 15% 17%
14%
0%
New product/ New website New app New product/ New website New app New product/ New website New app
company company company
Mobile Tablet Computer
Explorers Followers Laggards
Copyright 2012 Wave Collapse LLC
31. How did you hear about the new-to-you website/app?
100%
80%
60%
46%
41%
40% 38%
35% 35%
29%
23% 24%
20%
20% 15% 14%
13%
9% 9%
0%
Email Friends/ Social TV Trusted Ad Searched for
family network website it myself
Explorers Followers Laggards
Copyright 2012 Wave Collapse LLC
32. Explorers Followers Laggards
Computer 52% 43%
69%
Ads
15%
22%
Mobile 54%
Ads
13%
26%
Tablet 48%
Ads
Copyright 2012 Wave Collapse LLC Clicked/tapped an ad in the past day on these devices
33. 76% Surprises vs Predictable
<44
49% 51%
Years
Share Life Online vs
Keeping Life Private
Old
Wild vs Calm
Heavier Users
of Mobile: 83% want to
Android (46%) Internet
iPhone (41%) use Mobile or
Apps Tablets to
iPad (58%) Music
Apple TV (26%) find new
Games websites
Roku (16%) Video
Social
Copyright 2012 Wave Collapse LLC
34. 61%
<44
53% 47%
Years
Surprises vs Predictable
Old
Heavier Users
of Mobile:
Android (48%) Internet
iPhone (37%) Apps 45% want to use
iPad (43%) Music Mobile to find
Apple TV (8%) Games new websites
Roku (8%) Video
Social
Copyright 2012 Wave Collapse LLC
35. 56%
40% Predictable vs Surprises
<44
44% Years
Single-tasking vs Multi-
tasking
Old
Android (49%)
iPhone (37%) Light Users of
iPad (31%) 21% want to
Mobile use Mobile to
Apple TV (6%)
Roku (3%) find new
websites
Copyright 2012 Wave Collapse LLC
36. Embrace Explorers
Attractive Audience profile
Turn to Mobile frequently & engage with Ads
Increase Passive Discovery efforts to reach Followers
They may not be actively looking, but there are
opportunities for them to stumble across you
They may not tap on ads, but they’ll see your message
Copyright 2012 Wave Collapse LLC
