This document summarizes recent mobile trends from the week ending June 7th, 2013. It notes that the beauty industry is a big opportunity for mobile, as women are adopting tablets faster than men and beauty brands can attract loyal customers by optimizing for tablets and using video. It also discusses how mobile rich media ads on social networks see much higher engagement rates than other types of ads. Finally, it mentions reports that the NSA and FBI have been mining data from major internet companies like Microsoft, Yahoo, Google and Facebook as part of a surveillance program.

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WEEKENDING6/7/2013

2. Mobile Trends
 In a new eMarketer study, “Beauty and the Tablet: Creating New Ways for Beauty Consumers to Try and Buy,” we’re
reminded just how big of an opportunity the beauty category is. Here are a few interesting insights:
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TOPMOBILE&TABLETACTIVITY–WEEKENDING6/7/2013
– Women are adopting tablets at a faster rate than men. And beauty brands that
optimize sites for tablets are attracting highly engaged and loyal brand consumers.
– Beauty brands benefit from video content, which can showcase products and provide
tutorials.
– Beauty products are among the most frequent items “mobile moms” will research or
shop for from their tablets.
– Beauty consumers are especially attracted to tools— whether on tablet-optimized
sites or within apps— that act as beauty consultants.
– Clinique uses dedicated iPads in department stores to act as the first line of
interaction with consumers.
– Sephora incorporated a virtual mirror into its iPad app, bringing the expertise of in-
store beauty assistants to customers’ homes. Clients could endlessly experiment
with looks and make purchases from the app.

3. Mobile Trends (cont.)
 Mobile social rich media delivers 4x higher engagement rates, according to a new report from Celtra.
– Mobile rich media ads on social networks have a 16 times higher ad journey completion rate, a two times longer ad
engagement time, a three times higher video play rate and four times higher social media share rate.
 Unnamed sources have supplied several leading publications with information purporting to show that the
National Security Agency (NSA) and FBI have for the last six years been mining information from the servers of
some of the world’s biggest Internet companies.
– Microsoft, Yahoo, Google, Facebook, AOL, Skype, YouTube, and Apple are all reported to be part of PRISM, a top secret
domestic surveillance program that allows the government agencies to collect information “including search history, the
content of emails, file transfers and live chats.” Most have denied their involvement.
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