Understanding The Canadian Mobile Consumer In 2012Barry Macdonald
Newly released data from Google and market research company Ipsos supports what you already know: the burgeoning landscape of mobile marketing is poised to explode as consumers increasingly rely on their smartphones for entertainment, to shop, and to search online.
Information about Internet usage via smartphones in Netherlands (English)Anheuser-Busch InBev
With the Netherlands' smartphone penetration now at 43% and 64% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:
Smartphone users are multi-tasking their media with 80% using their phone while doing other things such as watching TV (52%). 78% of smartphone users look for local information on their phone and 73% take action a result.
Smartphones are critical shopping tools with 71% having researched a product or service on their device. 16% of smartphone users have made a purchase on their phone.
Mobile ads are noticed by 84% of smartphone users. Smartphones are also a critical component of traditional advertising as 52% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.
Understanding The Canadian Mobile Consumer In 2012Barry Macdonald
Newly released data from Google and market research company Ipsos supports what you already know: the burgeoning landscape of mobile marketing is poised to explode as consumers increasingly rely on their smartphones for entertainment, to shop, and to search online.
Information about Internet usage via smartphones in Netherlands (English)Anheuser-Busch InBev
With the Netherlands' smartphone penetration now at 43% and 64% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:
Smartphone users are multi-tasking their media with 80% using their phone while doing other things such as watching TV (52%). 78% of smartphone users look for local information on their phone and 73% take action a result.
Smartphones are critical shopping tools with 71% having researched a product or service on their device. 16% of smartphone users have made a purchase on their phone.
Mobile ads are noticed by 84% of smartphone users. Smartphones are also a critical component of traditional advertising as 52% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.
Consumer Connected Study 2014 - Results for Portugal - GooglePedro Simões 007
Um estudo da Google e da TNS sobre o consumidor conectado para Portugal.
Sabiam que...
✔ 68% dos portugueses está online.
✔ 19% dos portugueses compra online através do seu smartphone.
✔46% tem pelo menos 2 dispositivos.
✔ 62% a penetração de smartphones entre os 25-34 anos.
✔ 64% dos portugueses prefere fazer coisas de forma digital.
✔ 96% dos compradores online portugueses utilizam o YouTube e 78% tem um smartphone.
✔ 41% dos utilizadores de serviços bancários online faz compras online, 40% tem um elevado rendimento e 89% utiliza o YouTube.
É caso para dizer, "Negócios com vida... Digital!" by L4D Web Agency - Live4Digital (Parceiros Google Partners)
Nota: Divulgação autorizada pela equipa Google/Google Portugal
This presentation is an overview of the 2nd Screen Market.
It provides many figures about tablets, smartphones and consumer behaviour. Everything dealing with the relation between tablets, smartphone and television
GfK NIS and nurago: Measuring Digital Consumer Journeysnurago
GfK NIS and nurago are measuring Digital Consumer Journeys across all media types and customer touchpoints.
We combine Network-centered measuring (NIS) with User-centered metering (nurago).
GfK Network Intelligence Solution’s methodology transfers anonymised, real-time IP traffic into fine-grained metrics to understand cross media and long tail consumer behaviour in motion.
GfK nurago‘s LEOtrace® technology measures and tracks individual user behaviour and application usage
on-device within controlled consumer panels.
Measuring and interpreting traffic on mobile network operator’s backbones helps understanding the long tail of Mobile. Currently, data from 5+ million unique users are anonymously evaluated. NIS is new and tested in 7 countries with 8 operators. Data is enriched with demographics, geographics, device features, and content categorisation into a fully consumer privacy proof solution.
nurago‘s LEOtrace® technology provides Holistic Measurement in smaller samples:
Events and data points measured at the point of origin: Web and App Usage, Communication, Location — then enriched with purchase information, attitudinal user feedbacks – and other media usage.
The combination of both results in multidimensional analysis and robust insights.
The presentation was held at M-Days 2012, Feb 1.
Consumer Connected Study 2014 - Results for Portugal - GooglePedro Simões 007
Um estudo da Google e da TNS sobre o consumidor conectado para Portugal.
Sabiam que...
✔ 68% dos portugueses está online.
✔ 19% dos portugueses compra online através do seu smartphone.
✔46% tem pelo menos 2 dispositivos.
✔ 62% a penetração de smartphones entre os 25-34 anos.
✔ 64% dos portugueses prefere fazer coisas de forma digital.
✔ 96% dos compradores online portugueses utilizam o YouTube e 78% tem um smartphone.
✔ 41% dos utilizadores de serviços bancários online faz compras online, 40% tem um elevado rendimento e 89% utiliza o YouTube.
É caso para dizer, "Negócios com vida... Digital!" by L4D Web Agency - Live4Digital (Parceiros Google Partners)
Nota: Divulgação autorizada pela equipa Google/Google Portugal
This presentation is an overview of the 2nd Screen Market.
It provides many figures about tablets, smartphones and consumer behaviour. Everything dealing with the relation between tablets, smartphone and television
GfK NIS and nurago: Measuring Digital Consumer Journeysnurago
GfK NIS and nurago are measuring Digital Consumer Journeys across all media types and customer touchpoints.
We combine Network-centered measuring (NIS) with User-centered metering (nurago).
GfK Network Intelligence Solution’s methodology transfers anonymised, real-time IP traffic into fine-grained metrics to understand cross media and long tail consumer behaviour in motion.
GfK nurago‘s LEOtrace® technology measures and tracks individual user behaviour and application usage
on-device within controlled consumer panels.
Measuring and interpreting traffic on mobile network operator’s backbones helps understanding the long tail of Mobile. Currently, data from 5+ million unique users are anonymously evaluated. NIS is new and tested in 7 countries with 8 operators. Data is enriched with demographics, geographics, device features, and content categorisation into a fully consumer privacy proof solution.
nurago‘s LEOtrace® technology provides Holistic Measurement in smaller samples:
Events and data points measured at the point of origin: Web and App Usage, Communication, Location — then enriched with purchase information, attitudinal user feedbacks – and other media usage.
The combination of both results in multidimensional analysis and robust insights.
The presentation was held at M-Days 2012, Feb 1.
HOT - Google report for Mobile Marketing in Vietnam Q4 2013Hai Dongkixot
This survey is designed to gain insights into how consumers use the Internet on their smartphones
How are smartphones used in daily life?
How do consumers multi-task with their smartphones?
What activities are consumers conducting on their smartphones?
What role do smartphones play in the shopping process?
How do consumers respond to ads, offline and on mobile?
Smartphones have become an indispensable part of our daily lives. Smartphone penetration has
risen to 65% of the population and these smartphone owners are becoming increasingly reliant on their
devices. 65% access the Internet every day on their smartphone and most never leave home without it.
Implication: Businesses that make mobile a central part of their strategy will benefit from the opportunity
to engage the new constantly connected consumer.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
2. Agenda
1 Research Objectives and Methodology
Understanding Consumer Smartphone
2 Usage
Understanding Advertisers’ Mobile
3 Marketing Strategies & Activities
4 Key Findings and Implications
Google Confidential and Proprietary 2
3. Research Objectives
How are smartphones shaping
consumer behavior?
Where is consumer smartphone
usage headed?
How are advertisers integrating mobile
into their marketing strategy?
ROI are advertisers achieving on their
What
investments in mobile marketing?
Google Confidential and Proprietary 3
4. Research Methodology
Smartphone User Marketing Decision Maker
Study Study
• Online interviews with smartphone • Telephone interviews with advertisers
users (ages 18+) in 30 countries. who sell products and services online.
• This presentation will focus on the – Must have involvement in marketing or
following markets: advertising activities on the client side
– United States (n=6,000) • 200 interviews in each of 5 countries:
US, UK, France, Germany and Japan
– United Kingdom (n= 2,000)
– France (n= 2,000) • Data directional in nature
– Germany (n= 2,000) • Interviews were conducted in
– Japan (n= 1,000)
Q1–Q2 2011
• Interviews were conducted in
Q1–Q2 2011
• Data for other countries released over
next few months
Note: B2C Study commissioned through Ipsos; B2B Study commissioned through TNS.
Google Confidential and Proprietary 4
6. In Key Markets Smartphone Ownership
Is Significant
30% 18%
6%
31% 27%
Smartphone Penetration
by Market
Source: Smartphone Enumeration Study (CATi)
Base: Total Respondents (Qualified & Non-Qualified Respondents) Google Confidential and Proprietary 6
Q. Which, if any, of the following devices do you use?
Note: Smartphone classification was determined by self-reported manufacturer/brand of mobile phone owned.
7. Users are Accessing The Web Through
Desktop, and Now Mobile
Smartphone PC
75% 81%
55%
45%
78% 78% 82%
85%
58%
59%
Used Device To Go Online Everyday in
Past 7 Days
Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
Smartphone Users Who Use Computer (US: 5905; UK: 1983; FR: 1984; DE: 1983; JP: 982). Google Confidential and Proprietary 7
Q. Thinking about the last seven days on how many days were you online with ...?
8. Both Mobile & PC Are Accessed Frequently
Used Device Multiple Times Yesterday to Access Internet
Smartphone PC
75%
67% 68% 68%
62%
58%
53%
49% 47%
42%
Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
Smartphone Users Who Use Computer (US: 5905; UK: 1983; FR: 1984; DE: 1983; JP: 982). Google Confidential and Proprietary 8
Q. Now, thinking about yesterday, how often were you online with your [smartphone or computer]?
9. Nearly All Users Plan to Maintain or Increase
Online Usage of Their Digital Devices
Expected Smartphone & Computer Internet Usage in Next 12 Months
Smartphone PC
93% 94%
91%92% 90%91%
92%
88%
86% 85%
Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
Smartphone Users Who Use Computer (US: 5905; UK: 1983; FR: 1984; DE: 1983; JP: 982). Google Confidential and Proprietary 9
Q. Thinking about the next 12 months, how will you be using the Internet with your… *Note: “Don’t know/No Answer” excluded.
10. Search Engines Are a Daily Touchpoint
Multiple times a day Once a day At least once a day
95% 37% + 16% = 53%
94% 34% + 15% = 49%
95% 34% + 14% = 48%
90% 24% + 15% = 39%
98% 52% + 19% = 71%
Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
Q. Which of the following search engines do you use to search for information on your ... ? Google Confidential and Proprietary 10
Base: Smartphone Users Who Use Search Engines (US: 5968; UK: 1873, FR: 1905; DE: 7197; JP: 985).
Q. How often do you do searches (via Google Yahoo! Bing etc.) on your ... ?
11. App Usage Is Prevalent
Average Number of Average Average Apps Used
Apps Installed Paid Apps in Past 30 Days
United States 23 5 10
United Kingdom 23 8 9
France 27 5 11
Germany 21 10 9
Japan 45 8 9
Base: Smartphone Users Who Use Apps (US: 5708; UK: 1884; FR: 1959; DE: 1845; JP: 991).
Q. How many apps do you currently have on your smartphone? Google Confidential and Proprietary 11
Q. And of the apps you currently have installed on your smartphone how many have you purchased for a certain amount in an app store?
Q. And of the apps you currently have installed on your smartphone, how many have you used actively in the last 30 days?
12. Smartphone Users Are Avid Video Watchers
Online Video Consumption
Smartphone PC At least once a day
92% 91% 94% 91% 89%
23% 29%
79%
73% 34% 72% 71% 25%
34%
64% 12% 12%
22%
20%
13%
Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
Smartphone Users Who Use Computer (US: 5905; UK: 1983; FR: 1984; DE: 1983; JP: 982). Google Confidential and Proprietary 12
Q. How often do you watch videos via websites or apps (e.g., short video clips, videos of TV shows, TV movies
online, etc. on your [device]…?
13. Smartphone Users Are Frequent
Social Networkers
Social Media Usage
Smartphone PC At least once a day
87% 85% 83% 82%
78% 76% 72%
66%
46%
57% 59%
58% 54%
49% 46% 56%
41% 29%
35% 34%
Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
Smartphone Users Who Use Computer (US: 5905; UK: 1983; FR: 1984; DE: 1983; JP: 982). Google Confidential and Proprietary 13
Q. How often do you visit a social network (via websites or apps) on your…?
14. Smartphone Users Are Local
Information Seekers
81% 85%
90%
90% 83%
Used Device To Access
Local Information
Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
Q. How often do you look for information about local businesses or services on your smartphone? Think about any Google Confidential and Proprietary 14
information you may access in your immediate location, in your home area, while traveling, etc.
15. …And, These Local Information Seekers
Take Action
Have Taken Action After Looking Up Local Content
87%
80% 83% 80%
79%
Base: Smartphone Users Who Access Local Content (US: 5395; UK: 1620, FR: 1657; DE: 1694; JP: 902).
Q. Which of the following actions have you taken after having looked up this type of information? Google Confidential and Proprietary 15
16. Actions Triggered by Local Search
Are Wide Ranging
Top Actions Taken After Looking up Local Information
Visited a
business
Looked up
business or Called a
service on a business
map/got or service
directions
Visited the
Made a
website of a
purchase
business or service
Base: Smartphone Users Who Access Local Content (US: 5395; UK: 1620, FR: 1657; DE: 1694; JP: 902).
Q. Which of the following actions have you taken after having looked up this type of information? Google Confidential and Proprietary 16
17. The Smartphone Is a Consumer’s Always-on
Companion…Especially While Shopping
Use Smartphone in a Store
82% 82%
75%
68%
65%
Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
Q. Where do you use your smartphone? Google Confidential and Proprietary 17
18. Mobile is an Emerging Point of Purchase
Have Purchased on Smartphone
45%
29%
28% 28%
17%
Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
Q. Have you ever purchased a product or service over the Internet on your smartphone? Google Confidential and Proprietary 18
19. Preference For Computer and Concerns of
Security Are Main Barriers to Mobile Purchasing
Reasons for Not Purchasing on Smartphone
Users who have not
purchased on smartphone 71% 72% 83% 72% 55%
Prefer to 65% 69% 74% 69% 69%
use a PC/laptop
Doesn't feel
37% 34% 26% 21% 24%
secure
Too
complicated 12% 9% 10% 12% 5%
Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
Base: Smartphone Users Who Have Not Made a Purchase on Device (US: 4444; UK: 1559, FR: 1653; DE: 1442; JP: 554). Google Confidential and Proprietary 19
Q. Why have you not made a purchase using your smartphone?
21. Mobile Site Optimization Varies Widely
Throughout the Globe
33 % Respondents’ Top Reasons for
Building Mobile Ready Sites
17 % • Get new customers
• Increase branding presence to all
touchpoints
12% • Increase traffic on mobile website
• Stimulate users during the pre-
purchase and research phase
37% • Increase traffic on stationary
website
43 %
Base: Advertisers (US: 200; UK: 200, FR: 200; DE: 200; JP:200).
Q. Does your company have a mobile optimized website? Mobile optimized means a website that is formatted or developed specifically to
be used on a mobile device.
Google Confidential and Proprietary 21
Base: Advertisers Who Have Mobile Optimized Website (US: 65; UK*: 34, FR*: 23; DE: 73; JP:85). *Caution: Small base size.
Q. What is your primary goal your company seeks to achieve with its mobile optimized website?
Note: In Japan, 80%+ also reported “Increase purchase online” and “Have a better presence after a sale” as goals.
22. Fewer Than 1 in 3 Advertisers Have an App
19 % Respondents’ Reasons for
Having an App
15 % • Communicate with clients
• Generate leads
• New business model
18%
26%
10 %
Base: Advertisers (US: 200; UK: 200, FR: 200; DE: 200; JP: 200).
Q. Does your company have an apps that B2C or B2B clients can download? Google Confidential and Proprietary 22
Base: Advertisers Who Have Apps (US: 38; UK: 30, FR: 35; DE: 52; JP: 19). *Caution: Small base sizes.
Q. What is your intention behind having an app?
23. Reasons For and Against Investing in Mobile
Respondents’ Reasons Respondents’ Reasons for
for Investing in Mobile Not Investing in Mobile
• More consumers have access to • Limited advertising budget (55%)
smartphones (78%)
• No mobile optimized website (48%)
• Ability to target certain
demographics based on • Unsure of how mobile advertising
devices (61%) can work for my business (46%)
• Attractive ad formats (42%) • Not sure about ROI (41%)
Base: Advertisers Who Are Familiar with Company’s Mobile Initiatives (664).
Q. What are your drivers to investing in mobile advertising Google Confidential and Proprietary 23
Base: Advertisers Who Do not Invest in Mobile Advertising (191).
Q. Why have you never tried mobile advertising?
24. Alignment With Other
Marketing Activities
Closely Aligned Slightly Aligned
62%
57% 59%
55% 55%
27% 21%
28% 25%
35%
35% 38%
29% 30%
20%
Base: Advertisers (US: 200; UK: 200, FR: 200; DE: 200; JP: 200).
Q. Now I would like you to think about mobile in the context of your total marketing strategy. How is the mobile strategy aligned with the Google Confidential and Proprietary 24
other marketing activities?
25. Mobile Commerce Strategy Primarily
Targets Upper Funnel Activities
Mobile Advertisers focus is to
target consumers in the...
65%
Research phase, right at the very beginning of
the shopping process
48%
Comparison phase, in the middle
of the shopping process
45%
Purchase phase, at
the very end of the
shopping process
38%
Post-purchase phase
Base: Total Advertisers Who Do Mobile Advertising Currently (325).
Q. What is the main focus of your mobile commerce strategy? Google Confidential and Proprietary 25
Q. Is there any other focus of your mobile commerce strategy?
26. Few Marketers Quantify the Impact of Mobile
Marketing on In-Store Sales
26% 7% 8% 16% 16%
Base: Advertisers Who Have Retail Stores(US: 46; UK*: 28; FR*: 37; DE: 56; JP: 44). *Caution: Small base sizes.
Q. Have you quantified the impact of mobile advertising on in-store sales? Google Confidential and Proprietary 26
27. Key Findings and Implications
• While mobile use is prevalent and on an upward trajectory, its growth
is not at the expense of computer Internet use.
• Smartphone users have a high incidence of search, video viewing,
and local information seeking.
• Japanese smartphone users are unique. They are active smartphone
users and may represent a window into the future of smartphone use
in other countries.
• Businesses seem to be lagging behind the consumer in terms of use/
support of mobile. This represents a significant opportunity.
• Barriers to further growth in mobile marketing seem to be easily
addressed.
• While the mobile revolution is moving at different speeds across the
globe, it is evident everywhere.
Google Confidential and Proprietary 27
28. Thank you
For more information, contact the Google
mobile team or your MMA representative
Google Confidential and Proprietary 28