20171016 eng mobile_signals_oktober2017

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This document summarizes data from various sources about mobile trends in October 2017. It reports that interactive video ads drive purchase intent 9 times higher than normal ads. Mobile ad fraud is twice as high on Android than iOS. Over half of people watch video on social media each month, and WhatsApp usage in Germany is 55% daily. In-app ads have higher click-through rates than mobile web ads. The top downloaded apps globally are Messenger, Facebook, and WhatsApp. Hilton gets 20% of bookings through their mobile app. Instagram usage time for users over 25 increased from 7 to 24 minutes daily from 2014 to 2017. Organic search traffic dropped 55-25% for e-commerce as search ads

Source: Tremor, October 2017 MOBILE SIGNALS | OCTOBER 2017
Interactive video ads
drive a
9X
higher impact on the
purchase intent.

Source: Forbes, September 2017 MOBILE SIGNALS | OCTOBER 2017
Mobile ad fraud is
TWICE
as high on Android
devices as it is on iOS.

Source: Global Web Index, October 2017 MOBILE SIGNALS | OCTOBER 2017
Over
1 IN 2
watch video on social
media each month.
38%
51%
56%
2015 2016 2017

Source: ARD/ZDF Onlinestudie 2017, October 2017 MOBILE SIGNALS | OCTOBER 2017
In Germany, the daily
usage rate of
Whatsapp is
55%.

Source: ExChange Wire, September 2017 MOBILE SIGNALS | OCTOBER 2017
In-app ads see
higher click-through
rates (CTR) than
mobile web.
0.56% 0.23%
APP

10
13
14
21
22
22
34
43
77
88
MESSENGER LITE
SPOTIFY
SUBWAY SURFERS
SNAPCHAT
WISH
FACEBOOK LITE
FACEBOOK
INSTAGRAM
MESSENGER
WHATSAPP
Source: PrioriData, September 2017 MOBILE SIGNALS | OCTOBER 2017
Global app downloads in the Google Play Store
- NUMBER OF DOWNLOADS IN MILLIONS IN AUGUST 2017 -

Source: Digiday, September 2017 MOBILE SIGNALS | OCTOBER 2017
The hotel chain
Hilton gets
20%
of their bookings
through its mobile app.
YOUR KEY

Source: Futurebiz.de, September 2017 MOBILE SIGNALS | OCTOBER 2017
24MIN.
The daily dwell time from users >
25 years on Instagram is an average
2014 2017
7.3MIN 24MIN

Source: Wayfair, October 2017 MOBILE SIGNALS | OCTOBER 2017
Over the last two years, on Google Search the total
share of organic clicks dropped within the E-
Commerce sector. Reasons: Adwords & Shopping ads.
-55%-25% ORGANIC
CTR SINCE 2015

Source: Horizont, September 2017 MOBILE SIGNALS | OCTOBER 2017
Twitter is testing the
doubeling of tweet
length: from 140 to
characters.
280

Source: DAN Mobile Stack, October 2017 MOBILE SIGNALS | OCTOBER 2017
MORNING
1
Top app categories in Germany throughout the day
- COUNTRY: GERMANY, AGE: 25-34 YEARS -
AFTERNOON EVENING NIGHT
2
3
WEATHER
SPORTS
PRODUCTIVITY
WEATHER
FAMILY &
PARENTING
PRODUCTIVITY
WEATHER
FAMILY &
PARENTING
SPORTS
WEATHER
FAMILY &
PARENTING
FAMILY &
PARENTING

Source: App Annie, October 2017 MOBILE SIGNALS | OCTOBER 2017
The top shopping apps
saw more than
growth in total user
sessions in the first half of
2017 from a year earlier.
60%

KATAJUN SORUSCH
Director Mobile Marketing
Johannstraße 37
40476 Düsseldorf
E-Mail: katajun.sorusch@dentsuaegis.com
Tel: +49 (0)211 977 69 230
Mobil: +49 (0)172 206 73 55

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20171016 eng mobile_signals_oktober2017

1. MOBILE SIGNALS OCTOBER 2017

2. Source: Tremor, October 2017 MOBILE SIGNALS | OCTOBER 2017 Interactive video ads drive a 9X higher impact on the purchase intent.

3. Source: Forbes, September 2017 MOBILE SIGNALS | OCTOBER 2017 Mobile ad fraud is TWICE as high on Android devices as it is on iOS.

4. Source: Global Web Index, October 2017 MOBILE SIGNALS | OCTOBER 2017 Over 1 IN 2 watch video on social media each month. 38% 51% 56% 2015 2016 2017

5. Source: ARD/ZDF Onlinestudie 2017, October 2017 MOBILE SIGNALS | OCTOBER 2017 In Germany, the daily usage rate of Whatsapp is 55%.

6. Source: ExChange Wire, September 2017 MOBILE SIGNALS | OCTOBER 2017 In-app ads see higher click-through rates (CTR) than mobile web. 0.56% 0.23% APP

7. 10 13 14 21 22 22 34 43 77 88 MESSENGER LITE SPOTIFY SUBWAY SURFERS SNAPCHAT WISH FACEBOOK LITE FACEBOOK INSTAGRAM MESSENGER WHATSAPP Source: PrioriData, September 2017 MOBILE SIGNALS | OCTOBER 2017 Global app downloads in the Google Play Store - NUMBER OF DOWNLOADS IN MILLIONS IN AUGUST 2017 -

8. Source: Digiday, September 2017 MOBILE SIGNALS | OCTOBER 2017 The hotel chain Hilton gets 20% of their bookings through its mobile app. YOUR KEY

9. Source: Futurebiz.de, September 2017 MOBILE SIGNALS | OCTOBER 2017 24MIN. The daily dwell time from users > 25 years on Instagram is an average 2014 2017 7.3MIN 24MIN

10. Source: Wayfair, October 2017 MOBILE SIGNALS | OCTOBER 2017 Over the last two years, on Google Search the total share of organic clicks dropped within the E- Commerce sector. Reasons: Adwords & Shopping ads. -55%-25% ORGANIC CTR SINCE 2015

11. Source: Horizont, September 2017 MOBILE SIGNALS | OCTOBER 2017 Twitter is testing the doubeling of tweet length: from 140 to characters. 280

12. Source: Digiday, October 2017 MOBILE SIGNALS | OCTOBER 2017 of traffic on the website of luxury brand Diane von Furstenberg is mobile. 50%

13. Source: DAN Mobile Stack, October 2017 MOBILE SIGNALS | OCTOBER 2017 MORNING 1 Top app categories in Germany throughout the day - COUNTRY: GERMANY, AGE: 25-34 YEARS - AFTERNOON EVENING NIGHT 2 3 WEATHER SPORTS PRODUCTIVITY WEATHER FAMILY & PARENTING PRODUCTIVITY WEATHER FAMILY & PARENTING SPORTS WEATHER FAMILY & PARENTING FAMILY & PARENTING

14. Source: App Annie, October 2017 MOBILE SIGNALS | OCTOBER 2017 The top shopping apps saw more than growth in total user sessions in the first half of 2017 from a year earlier. 60%

15. KATAJUN SORUSCH Director Mobile Marketing Johannstraße 37 40476 Düsseldorf E-Mail: katajun.sorusch@dentsuaegis.com Tel: +49 (0)211 977 69 230 Mobil: +49 (0)172 206 73 55

20171016 eng mobile_signals_oktober2017

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