Sempo mobile yahoo


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  • 650M = one third of US mobile searches*ComscoreMobileLens, Dec 2010
  • iPad search term length is actually LONGER on average than a search on the desktop.Yet the rate of search on brand is LOWER…This points to a fundamentally different way in which people are using the device…Note that mobile searches are most likely to be one word longThe median number of words per query is one for all three platformsMobile searches tend to use the fewest words of all platforms:Nearly half of mobile searchers (49%) use just one word per query, compared with under 40% of all Desktop searchers and just under a third of all iPad searchersOnly 15% of mobile searchers use more than two words per query, compared to over a fifth of desktop and iPad searchersAround 95% of all searches on all platforms are three words or less
  • Another simple example, but this time of the impact of the device:iPads get almost as many Movie searches, and as more TV searches than the PC.I think it’s safe to say that this is because of the form factor here – iPads are great for viewing video. (and the iPad has that great Netflix app…)
  • Sempo mobile yahoo

    1. 1. Mobile Insights and Advertising Strategies<br />SEMPO Atlanta, 31st March 2011<br />Presented by Paul Cushman<br />
    2. 2. $2B<br />$1M<br />1400%<br />875% <br />What eBay generated in<br />mobile sales<br />in 2010<br />In sales forPapa Johns frommobileweb orders…in less thansix monthsafter offeringthat option to consumers1<br />IncreaseCostco saw in<br />mobile devicetraffic<br />to its PC site <br />How much<br />mobile commerce<br />is expected to grow over thenext 5 years<br />Why Mobile?<br />1See appendix for sources<br />2<br />
    3. 3. Yahoo!+Bing 650M mobile searches / mo.<br />3/28/2011<br />3<br />Feature Phone<br />iPhone<br />Android<br />Windows Phone 7<br />Rich Browser<br />+74% <br />5.5M<br />+<br />iPhone App Downloads<br />YOY Growth For Yahoo! + Bing<br />102M SUBS<br />95M SUBS<br />
    4. 4. LENGTH OF SEARCH<br />
    5. 5. Mobile searches are shorter…<br />3/28/2011<br />5<br />Source: Yahoo Data, July/August 2010<br />
    6. 6. …And less likely to be brand specific<br />3/28/2011<br />6<br />
    7. 7. SEARCHER <br />DEMOGRAPHICS<br />
    8. 8. Mobile Searchers younger, iPad & Desktop older<br />Age Distribution of Yahoo! Searchers by Platform<br />Ages 18-55 comprise 80%+ of Desktop and iPad searchers, and over 90% of Mobile searchers<br />Mobile searchers are by far the youngest of all platforms:<br />More than a quarter are under 25, vs. 15% of Desktop and 11% of iPad searchers<br />61% are under 35, and only 15% are 45+<br />Over two-thirds of iPad and 60% of Desktop searchers are 35+, compared to 36% for US Dotcom<br />Of those, some 60% are 45+, both among iPad and Desktop searchers<br />3/28/2011<br />8<br />
    9. 9. Mobile Searchers Skew Female<br />iPad searchers mirror US Dotcom gender split, skewing the most male among the three platforms<br />Mobile is the only platform where women comprise over 50% of searchers<br />Men account for the largest share of searches on iPad and Mobile<br />3/28/2011<br />9<br />
    10. 10. DAYPARTING<br />
    11. 11. Desktop peaks at noon, Mobile and iPad – at night! <br />Searches for the Top 5 Verticals* remain steady throughout most of the day with the exception of late night (0-3am)<br />No difference between weekday and weekend search patterns by vertical<br />Finance searches peak between 9am and 12pm<br />Retail, Travel, and Autos searches remain relatively steady throughout the day<br />Entertainment searches pick up towards late evening<br />*Top 5 Verticals are: Autos, Entertainment, Finance, Retail, and Travel<br />3/28/2011<br />11<br />
    12. 12. SEARCHES BY VERTICAL<br />
    13. 13. iPads & Entertainment<br />3/28/2011<br />13<br />Source: Yahoo Data, July/August 2010<br />
    14. 14. 2010 Academy Awards<br />
    15. 15. Mobile-web traffic spikes during breaks<br />+ 39% <br />Yahoo! Mobile Front Page User Traffic<br />Mobile-Web User Traffic<br />Highest peaks occurred after the show, suggesting that users look beyond TV post-event to learn and read more.<br />TV Ad Breaks<br />+<br />INDEX<br />-<br />During the Oscars TV event (5-8pm, PST)<br />After Oscars<br />Before<br />Time (by 5min slot)<br />3/28/2011<br />15<br />
    16. 16. For more insights:<br />3/28/2011<br />16<br />Join us on April 13 for <br />Mobile Search: On the Go, On the Rise<br /><br />Download the new <br />Yahoo! Mobile Whitepaper:<br /><br />SEARCH<br />
    17. 17. paul<br />cushman<br />senior director, mobile ad sales strategy<br /><br />8/10/2010<br />17<br />Thank You<br />