Mobile and Cross-Device Consumers in America - June 2015

US CROSS-DEVICE
CONSUMER BEHAVIOR
by Matt Orban
Technical Sales Engineer, Apsalar
JUNE 2015

Born in Mobile.
Built for Mobile.

3Copyright © 2015 All rights reserved worldwide. | www.apsalar.com
3.0DEVICES PER
PERSON
US AVERAGE
Source: Sophos 2014

2011
2012
2014
2015
2013
35%
45%
56%
58%
64%
0%
20%
40%
60%
Smartphone Adoption (US)
2011
2012
2014
2015
2013
10%
24%
34%
42%
53%
0%
20%
40%
60%
Tablet Adoption (US)
MOBILE DEVICES SHOW THE FASTEST CONSUMER
PURCHASE/ADOPTION RATES IN HISTORY FOR ANY DEVICES
Source:PewResearchCenterInternetSurvey,2014
0% 20% 40% 60% 0% 20% 40% 60%

Smartphones as a percentage
of total US cellular phones
80%
70%
60%
50%
40%
30%
20%
10%
0%
2014
75%
2013
65%
2012
54%
SMARTPHONES NOW REPRESENT THE
VAST MAJORITY OF AMERICAN CELLULAR
TELEPHONE DEVICES IN ACTIVE USE.
Source: comScore 2015

ONLY OVER 55s
INDEX BELOW AVERAGE ON
SMARTPHONE OWNERSHIP
140%
120%
100%
80%
60%
40%
20%
0%
120
18-24
121
35-34
114
35-44
100
45-54
86
55-64
58
65+
INDEX OF US SMARTPHONE
PENETRATION BY AGE
Source: Deloitte, 2014

MOST FREQUENTLY USED SMARTPHONE FEATURES
(BY NUMBER OF OCCASIONS)
Texting
Calling
Web Browsing
Email
Social Media
Taking Pictures
Watching Video
Games
Using Maps
Listening to Music
1
2
3
4
5
6
7
8
9
10
Source: Pew Research Center Internet Survey, 2014

Mobile Only Multi-Platform Desktop Only
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
9%
12%
68%
76%
Dec 2013 Dec 2014
22%
12%
Age 18+
18%
21%
67%
Dec 2013 Dec 2014
74%
15%
5%
Age 18-34
5%
6%
Dec 2013 Dec 2014
77%
84%
18%
10%
Age 35-54
3%
6%
Dec 2013 Dec 2014
57%
68%
40%
26%
Age +55
Share of Demographic Audiences by Platform Usage
VAST MAJORITY OF ALL KEY DEMOGRAPHICS
BROWSE WITH MORE THAN ONE TYPE OF DEVICE.
comScore 2014Source: comScore 2014

MOBILE NOW REPRESENTS 60% OF TOTAL US CONNECTED TIME.
APPS NOW REPRESENT 86% OF TOTAL MOBILE TIME AND A
MAJORITY OF TOTAL CONNECTED TIME.
PC Web,
40%
Mobile Apps,
52%
8%
MobileWeb,
Percento
f total US Internet time consumed
bydevicetype

Desktop TabletSmartphone
17%
-1%
28%
SMARTPHONE AND TABLET SEARCHES
DRIVING MOST SEARCH CATEGORY GROWTH
Y/Y Growth in Total Searches by Platform
Source: comScore qSearch Multi-Platform, U.S., Q4 2014

Desktop TabletSmartphone
86%
52%
46% 48%
10%9%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Monthly Daily
PC STILL ATTRACTS MORE VIDEO VIEWERS,
BUT MOBILE PLATFORMS NOW MAKE A STRONG SHOWING
Video Viewer Penetration by Platform: Monthly vs.Daily

Portals
Business Finance
Entertainment - News
Multimedia
Retail
Sports
News Information
Health - Information
Lifestyles
Personals
Social Networking
Online Gaming
Weather
Maps
Photos
73%
70%
61%
61%
51%
50%
50%
48%
41%
38%
26%
13%
13%
10%
7%
27%
30%
39%
39%
49%
50%
50%
52%
59%
62%
74%
87%
87%
90%
93%
Share of Content Category Time Spent by Platform
Desktop Mobile
DIFFERENT TYPES OF INFORMATION ARE
CONSUMED DIFFERENTLY BY DEVICE TYPE

Mobile Phones Users’ Regular In-Store Activities
Based on a survey of more than 25,000 mobile phone users aged 15 and older in 23 countries
40%
40%
36%
29%
February 2015
28%
23%
22%
“When you are in a store, which
of the following do you regularly
do with your moble phone?
Compare prices Contact friend or
family for advice
Take picture of
pictures
Take pictures of
advertisements
Scan barcodes or
QR codes
Buy products
through an app
Buy products
through a website
MOBILE ACTIVITIES THAT SMARTPHONE USERS
ENGAGE IN WHEN SHOPPING AT RETAIL
Source: GFK 2015

95DOWNLOADS PER
SMARTPHONE
Yahoo/Aviate 2014
APP DOWNLOADS PER DEVICE CONTINUE TO CLIMB

mCommerce Share of Total
Digital Commerce Dollars
Source: comScore mCommerce Measurement
15.4%
13.0%
11.1%11.1%11.5%11.7%
10.8%
8.6%
10.5%
11.3%
9.8%
8.1%
9.3%
9.0%
8.8%
6.6%
5.8%
3.6%
2.4%
1.8%
Q2
2010
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2
2012
Q3
2012
Q4
2012
Q2
2013
Q2
2013
Q3
2013
Q4
2013
Q1
2014
Q2
2014
Q3
2014
Q4
2014
Q1
2015
mCOMMERCE SHARE OF eCOMMERCE CLIMBING RAPIDLY.

mCOMMERCE GROWTH 26X FASTER THAN TOTAL RETAIL
SALES GROWTH AND ALMOST 6X ECOMMERCE GROWTH
+2%
Total Discretionary Retail eCommerce mCommerce
+60%
+50%
+40%
+30%
+20%
+10%
+0%
+9%
+53%
Q1 2015 Y/Y Retail Spending Growth by Channel
Source: Dept. of Commerce, comScore e-Commerce Measurement

Toys & Hobbies
Video Games, Consoles & Accessories
Jewelry & Watches
Music, Movies & Videos
Flowers, Greetings & Misc Gifts
Event Tickets
Digital Content & Subscriptions
Sport & Fitness
Apparel & Accessories
Home & Garden
Books & Magazines
Total Digital Commerce
Furniture, Appliances & Equipment
Computer Software
Office Supplies
Consumer Electronics
Consumer Packaged Goods
Computers / Peripherals / PDAs
General Services
37%
37%
31%
29%
26%
26%
24%
22%
19%
17%
17%
15%
15%
11%
10%
10%
9%
7%
3%
63%
63%
69%
71%
74%
74%
76%
78%
81%
83%
83%
85%
85%
89%
90%
90%
91%
93%
97%
Desktop MobileSource: comScore 2014
Share of Digital Commerce Spending by Platform
Source: comScore eCommerce & eCommerce Measurement, Q1 2015
mCOMMERCE SHARE OF TOTAL ECOMMERCE
VARIES SIGNIFICANTLY BY CATEGORY

32.0%
2013
36.5%
2014
40.5%
2015
44.5%
2016
Share of US Companies Using Mobile Coupons
for Marketing Purposes, 2013-2016
% of total
Source: eMarketer 2014
MOBILE COUPON ISSUANCE IS EXPLODING

US Adult Mobile Coupon Users and Penetration, 2013 - 2016
MOBILE COUPON ISSUANCE IS EXPLODING
Adult mobile coupon users % of digital coupon users
% of mobile device users
28.4%
35.7%
41.2%
45.7%
61.4M
59.3%
70.0M
78.7%
76.5M
92.5%
82.0M
104.1%
2013 2014 2015 2016
Source: eMarketer 2014

Improve customer engagement
Increase lead generation
Increase brand awareness
Increase website traffic
Increase sales transactions
Improve customer service
Increase email opt-in list
Increase SMS opt-in list
55%
40%
39%
36%
33%
26%
15%
8%
Most Important Objectives for Mobile Marketing
among global marketers using or planning to use mobile marketing
ENGAGEMENT, LEAD GEN AND AWARENESS GROWTH ARE
THE MOST COMMON OBJECTIVES FOR MOBILE MARKETING
June 2014
Source: Ascend / Research Partners

CLICKS AND REDIRECTS ARE THE MOST
COMMON MOBILE MARKETING KPIs
Clickthroughs
Mobile site traffic
Traffic pass-through to main website
Text massage opens
Ad impressions
Leads generated via mobile
eMail/other non-mobile sign-ups
Content engagement
Bar code/QR/tag scans
App downloads
Opt-ins to receive alerts, other massaging
App engagement
Incremental sales via Mobile
Coupons/offer redemptions
Type of device used to access mobile site/app
In-store traffic
Geographic location site/app accessed from
Time of day mobile site or app accessed
Other
58%
24%
12%
28%
24%
10%
37%
24%
10%
26%
15%
43%
24%
12%
27%
16%
11%
25%
15%
Most Popular Mobile Marketing Metric
Percent of respondents who use this metric
May 2014
What metrics to you use gauge the
impact of your/your clients; mobile
marketing (Select all that apply.)”

We often move from one screen to another while shopping
67%
of us start shopping
on one device and
continue on another
MOST CONSUMERS USE MULTIPLE DEVICES
DURING THEIR BUYING PROCESS
Source: Google, IPSOS 2013

61%
Continue on
a PC/Laptop
19%
Continue on
a Smartphone
10%
Continue on
a PC/Laptop
4%
Continue
on a
Tablet
5%
Continue
on a
Tablet
61% Start on a
Smartphone
25% Start on a
PC/Laptop
11% Start on a
Tablet
Consumers take a multi-device path to purchase
MULTI-DEVICE USAGE VARIES BY CATEGORY
Source: Google, IPSOS, 2013

ABOUT APSALAR
Apsalar, the leader in mobile data management, helps direct marketing brands get better marketing effectiveness
by providing a mobile data management platform that delivers a true understanding of customer behavior in apps
and across other marketing channels. The Apsalar Mobile DMP enables brands to measure marketing effectiveness,
enhance, manage, enrich and segment profiles to build audiences, and easily and safely connect to other marketing
partners so brands can confidently share their data and audiences.
MOBILE DMP
APSALAR
ATTRIBUTION
Collect and measure in-app
consumer behavior and marketing
performance. Measure every in-app
action relevent to your buinesss
APSALAR
AUDIENCES
Unite your first party data from all
sources, enrich it with third party
data, and build high performance
marketing audiences
APSALAR
DATASYNC
Easily and safely share customer
audiences and data with your digital
marketing platforms, including
analytics, marketing automation,
media companies and legacy DMPs
Copyright 2015, Apsalar. All rights reserved.
All other brand names mentioned herein are trademarks or registered trademarks of their respective companies.

Mobile and Cross-Device Consumers in America - June 2015

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