Mobile devices are becoming increasingly important media platforms, with consumers now spending 23% of their time with media on mobile devices. Mobile ad spend is growing much faster than online ad spend, increasing 43% on average each year through 2016. A greater percentage of website traffic is coming from smartphones and tablets, and this trend will continue as the three screens of television, computer, and mobile converge. Consumers are using their smartphones and tablets more to research purchases and complete transactions, with tablets leading the growth in mobile commerce.

1. A World Gone Mobile…

2. MOBILE INSIGHTS
1. Consumers now spend 23% of their time with media on mobile devices which
is more than double the time they spend with radio and print media.
2. Mobile ad spend will ramp up MUCH faster than Online, with budgets
growing 43% on average YoY through 2016.
3. A greater and greater % of site traffic is coming from smartphones and
tablets, this trend will continue.
4. Convergence of the 3 screens has spawned the “Couch Consumer.”
5. Consumer are increasingly using smartphones and tablets to make better /
more informed purchase decisions. More purchases occurring on Tablets
however.
6. Per eMarketer, from 2010 to 2015 mobile commerce is forecasted to grow at
a 50% compound annual rate.
2

3. Consumers Spending a Lot of Time on Mobile Devices
TIME SPENT WITH MEDIA COMPARED TO AD SPEND
3
Source: Forrester 2012 Research

4. Mobile Devices Accounting for Roughly 20% of Web Traffic
WEB TRAFFIC DEVICES
4
Source: Chitika. Based on last 24 hours of Firefox traffic in the US & Canada

5. Convergence of the 3 Screens is Here
Convergence of the 3 Screens is Here…
FREQUENCY WITH WHICH US MOBILE DEVICE OWNERS
MULTITASK WHILE WATCHING TV, BY DEVICE TYPE
5
Source: Yahoo and Razorfish, “Evolution of Multitasking” conducted by Ipsos Nov 2011

6. Mobile has Made the “Traditional” Retail Sales Funnel a Thing
of the Past
MOBILE SHOPPING ACTIVITIES AMONG ALL
SMARTPHONE AND TABLET OWNERS
HAVE DONE MOBILE SHOPPING ON
SMARTPHONE OR TABLET (AMONGST
OWNERS)
Source: Nielsen 2012

7. Tablets Leading the Growth in mCommerce
HAVE MADE/ COMPLETED A PURCHASE ON TABLET IN PAST MONTH
7
Source: comScore Tablet Advisor, U.S., Sept. 2011