The document discusses mobile trends over time, including: 1) More than a third of mobile owners now have smartphones, with ownership increasing across all age groups. 2) People are using their mobile devices more for internet and apps than just calls, with over half accessing social networks, search engines, news, and commerce via their mobile internet and apps. 3) Mobile usage is occurring both on the go and at home, with around half of activities like social networking, search, and photos/videos happening at home.

1. Sponsored by:
MOBILE TRENDS THAT MATTER
GENE KEENAN

2. Sponsored by:
FEATURE PHONES ARE DEAD
• More than a third of mobile owners have a smartphone
48% Own a smartphone only
Own a regular mobile & a smartphone
42%
36%
50% 34%
28%
38%
29%
24%
21% 18%
25% 21%
20%
13% 13%
15% 19% 18%
13%
8% 5%
0%
rs r old
s d s ds d s ds
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ne
4y -34 yr ol 4 yr ol 4 yr ol 4 yr ol
obi 18-2 25 35-4 45-5 55-6
All m

3. Sponsored by:
YOU SAY EITHER I SAY EITHER
Mobile Internet Only
Mobile App Only
Both Mobile Internet & App
How did you access the below in the past week?
100%
75%
55% 53%
50%
50% 45% 46% 44% 44%
39% 41%
36%
32%
26%
25% 19% 20%
15% 16%
12%
9%
0%
Social Networking Search/Portal Photo/Video News/Sports/Weather Commerce Mobile Content

4. Sponsored by:
MOBILE USEAGE DOES NOT MEAN ON THE GO
Where are you most of the time when you do the following on your mobile phone?
100%
75% 47% 53%
57% 55% 56% 62% 58% 63%
72%
50%
25% 53% 47%
43% 45% 44% 38% 42% 37%
28%
0%
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Somewhere else
At Home

5. Sponsored by:
WASTE MANAGEMENT
Number of Searches
Search Criteria
source: google

6. Sponsored by:
WASTE MANAGEMENT
Number of Searches
Search Criteria
source: google
7 Feb 2010 7 Feb 2010 7 Feb 2010 7 Feb 2010
14:30 15:00 15:30 16:00

7. Sponsored by:
WASTE MANAGEMENT
Number of Searches
Search Criteria
Go Daddy
source: google
7 Feb 2010 7 Feb 2010 7 Feb 2010 7 Feb 2010
14:30 15:00 15:30 16:00

8. Sponsored by:
WASTE MANAGEMENT
Number of Searches Dockers
Search Criteria
Go Daddy
source: google
7 Feb 2010 7 Feb 2010 7 Feb 2010 7 Feb 2010 7 Feb 2010
14:30 15:00 15:30 16:00 16:30

9. Sponsored by:
WASTE MANAGEMENT
How to impress a French girl
NFL
Superbowl 2010
Peyton Manning
The Who
Number of Searches Dockers Roger Daltry
Pete Townsend
Search Criteria
Go Daddy
source: google
7 Feb 2010 7 Feb 2010 7 Feb 2010 7 Feb 2010 7 Feb 2010 7 Feb 2010 7 Feb 2010 7 Feb 2010
14:30 15:00 15:30 16:00 16:30 17:00 15:30 18:00

10. Sponsored by:
EVERYONE IS DOING IT
[search using a mobile device: not mobile search per se]
6 clients 6 different verticals
source: google

11. Sponsored by:
MOBILE DOMINATING EVERYWHERE
In a store
87%
In a doctorʼs
office or hospital
57% At a Sporting
event
38%
During a movie at the theatre While flying on a plane During church service
22% 14% 9%

12. Sponsored by:
NEW HIERARCHY OF NEW BEHAVIORS
Seeking Better Value  Discount coupons used more often
 Price more important than brand/quality
Hierarchy of tactics for coping with the recession
More Advance Purchase  More time looking for special promotions
Research
 Visiting a number of retailers to find best
Using Different Channels  Discount stores
 More online shopping
 More online auctions
Reduced Volume
 Fewer visits to retailers
Word-of-Mouth
 Peer reviews - 1:1 and through

13. Sponsored by:
OLD MODELS NO LONGER ADEQUATELY
DESCRIBE WHATʼS HAPPENING
Awareness
Consideration
Purchase

14. Sponsored by:
ITʼS NOT LINEAR. ITʼS A DYNAMIC PROCESS
66%*Refine List
10
53%*Built up List
continuous iterations

15. Sponsored by:
FROM PATHS TO JOURNEYS:
THE NEW SHOPPER PARADIGM - MOBILE IS KEY ALONG THE ENTIRE JOURNEY
WOM Feedback Loop
Need Researc Purchase Post Purchase
In-storeresearch
‘Pre-tailing’ ‘Retailing’ ‘Post-tailing’

16. Sponsored by:
MOBILE IS CRUSHING IT

17. Sponsored by:
18% OF MOBILE OWNERS HAVE PURCHASED SOMETHING ON THEIR
PHONE; 35% OF SMARTPHONE OWNERS
What did you purchase?
50% 49%
40%
Mostly iPhone Users
37% 36%
38% 35% 35% 34% 34%
27% 27% 26%
25% 24%
22%
13%
0%
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18. Sponsored by:
CONNECTED DEVICES?

19. Sponsored by:

20. Sponsored by:
HOW MANY DEVICES EXIST?

21. Sponsored by:
Connected Devices
(10BB)
Internet
(1.8BB)

22. Sponsored by:
Connected Devices
(10BB)
Internet
(1.8BB)

23. Sponsored by:
?

25. OVER 500 DEVICES IN USE TODAY BY 13-17 YO

26. Sponsored by:
TEENS - MOBILE PHONES - CONNECTED DEVICES
3.8 Million
iPhone
Android
RIM

27. Sponsored by:
TEENS - MOBILE PHONES - CONNECTED DEVICES
13.8 Million
3.8 Million
iPod Touch Is
73% The Difference
iPhone iOS
Android Android
RIM RIM

28. THANKS