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More than
                        Talk: Action
                        in Mobile
                        Marketing
                         A Research Collection for Marketers




                                         SPONSORED BY:




D ATA I N S I G H T S
More than Talk: Action
                          in Mobile Marketing

“More than Talk: Action in Mobile Marketing ” is part of Watershed Publishing‟s Data Insights series
featuring trends, data and research. This collection brings together months of surveys, reports and insights
released by nationally recognized research and marketing organizations focused on what is happening with
mobile marketing. It is a time saver for the busy marketing professional.

The charts in this collection are ready to use, download, format, and otherwise support your marketing goals.
Feel free to share the whole presentation or any slide, with your colleagues and business partners, but please
preserve credits to our sponsor, HubSpot, our research partners who provide the source data, and our links to
MarketingCharts.com.




            D ATA I N S I G H T S
Gone are the days when talking to someone was the prime reason to use a phone. In fact, if you own a
smartphone, chances are you use it far more for things other than calling.

And that‟s big news for marketers.

In “More than Talk: Action in Mobile Marketing” MarketingCharts has amassed a quantity of data that is
invaluable to companies serious about mobile marketing.

The section on Mobile Growth provides all the proof you need about the rising surge of smartphone users.

In Mobile Actions you‟ll find out how these consumers are using their smartphones.

But who are these people? In Mobile People you‟ll get the gender, ethnic and generational breakdowns.

And in the last section on Mobile Marketing, you‟ll find out what everyone is spending trying to reach this fast-
growing audience.

There are 53 data slides and accompanying analysis in this eBook, more than enough current data to support
your mobile marketing efforts.

Enjoy,

The HubSpot team
Table of Contents
Mobile Growth                             Half Make Purchases with a Smartphone    92% of Ad Spend at National Level
72.5 Million Owners and Growing           25% Would Pay for Groceries              $100M for Local Mobile Promotions
Ranked 4th: Making Phone Calls            Security of Mobile-Pay a Big Concern     43% of Marketers Using Mobile Channel
“Data Tsunami” – 89% Growth Y-o-Y         Mobile Browsing In-store Grows 78%       128% Growth in Campaigns over 2 Years
Total Data Costs Drop 43% YOY                                                      Smartphone Owners See 5x More Ads
Smartphones: 68% of Impressions           Mobile People                            30% of Campaigns Focused on Leads
Next Smartphone, Android or iOS?          Men Double Mobile Purchasing Y-o-Y       Apple iOS Has Double CTR of Android
Android Gets Half of Recent Sales         Fewer Women Purchase, Browse             26% Drive to App Downloads
Overall, Android Lead is Smaller          Both Genders Clicking More Ads           Mobile-Social Action Mix Up 39% M-o-M
Apple iOS Has More Share of All Devices   Hispanics Have Higher Mobile Use         SocNet Convergence Higher from Twitter
Breakdown of Non-Computer Traffic         Hispanics Search More via Mobile         Targeted Ads Up; Local at 56%
Music Listening Up 14%, Surfing Up 6%     Growing Up Digital, Kids Impact Usage    Impressions: Android– 53%, iOS– 28%
Mobile Social Networking Up 10%           Families, Young Adults Equal Boomers     By Branded Carrier, Verizon Has 19%
All Growth Solid between 5%-10%           Mobile Shoppers are Young, Wealthy       By Manufacturer, Apple Has 33%
76% Use Location Check-in Services        Young React More Frequently to Ads
Video Phone Viewing Equal with In-Car     61% of m-Retail Shoppers are under 35    Sponsors and Partners
                                          13.1 Million Mobile Consumers
Mobile Actions                            Younger Shoppers Recommend via SMS       About HubSpot

123% Growth in Mobile Purchasing                                                   Our Data Partners
Mobile Banking, Navigation to Grow        Mobile Marketing
                                                                                   Sponsorship Information
Device “Look” and Brand are Influential   Marketing Spend to Reach $56.5 Billion
Tablets Users are Online Shoppers         Local Mobile Ads: 51% Share by 2015
Tablet Owners Make More Purchases         1,342% Growth in Retail, Restaurants
Mobile Growth
72.5 Million Owners and Growing
U.S. Smartphone Market, by Platform
Dec. 2010-March 2011, 3-month average share             MobiLens data from comScore released in May indicates 72.5
Source: comScore
                                                        million people in the US owned smartphones by March 2011, up
                                                        15% from the preceding three-month period. Google Android
                                                        continued its trend of luring US smartphone subscribers from RIM
                                                        Blackberry, though RIM retained its number two position. Android

             34.7%                                      gained about 21% market share from December 2010, rising from
                           31.6%                        28.7% to 34.7%.
  28.7%
                                         27.1%
                                                   25.0%        25.5%




                                                                                8.4%
                                                                                           7.5%

                                                                                                  3.7%          2.8%

        Google                     RIM                      Apple                   Microsoft            Palm

                                3 months ending Dec. 2010           3 months ending March 2011



  More than Talk: Action in Mobile Marketing
                                                                    6
Ranked 4th: Making Phone Calls
Top 10 Essential Smartphone Functions
May 2011, % of respondents
Source: Prosper Mobile Insights



       Texting                                              21.6%   Prosper Mobile Insights asked smartphone
                                                                    users what smartphone function they
       Internet                                 16.7%
                                                                    cannot live without, and one in five (22%)
         Email                                 15.7%                said texting, followed by internet (17%) and
                                                                    texting (16%).
           Call               7.8%

          GPS               6.9%
                                                                    Interestingly, showing just how diverse a
     Facebook            5.9%                                       device the smartphone has become, only
                                                                    8% of users cited making phone calls as an
         Apps         4.9%
                                                                    indispensible feature of a smartphone – but
         News          2.0%                                         it still was ranked fourth overall.

     Bluetooth         2.0%

     Calendar       1.0%



  More than Talk: Action in Mobile Marketing
                                                        7
“Data Tsunami” – 89% Growth Y-o-Y

Data Usage in MB by Mobile Operating System
Q1 2010-Q1 2011, Average MB per user
Source: The Nielsen Company                                                It is a mobile “data tsunami” according to
                                                                           Nielsen, with app-friendly OS phones at

                                                                   582     the epicenter. Consumers with iPhones
                                                     525                   and Android smartphones consume the
                                        495
                                                                           most data: 582 MBs per month for the
                                                                   492
                       381                           468                   average Android owner and 492 MBs for
                                        415
     312                                                                   the average iPhone user.
                       354                                      317
     319
                                                     205
                       169                                         174     Overall, in the last 12 months, the
     233                                227
                                                 149                       amount of data the average smartphone
                                                                   127     user consumes per month has grown by
                       102               95          103
      81
                                                                           89%, from 230 MB in Q1 2010 to 435 MB
    Q1 2010          Q2 2010          Q3 2010       Q4 2010      Q1 2011
                                                                           in Q1 2011.
        Android OS                Apple iPhone          Blackberry OS
        Windows Mobile            Windows Phone 7




 More than Talk: Action in Mobile Marketing
                                                           8
Total Data Costs Drop 43% YOY
Smartphone Data: Effective Cost per MB
Q1 2010-Q1 2011, Total data charge/Data consumption
Source: The Nielsen Company


                                                                             Perhaps more importantly, the
                                                                             amount the average smartphone
                                                                             user pays per unit of data has
       $0.14
                          $0.13                                              dropped by 43% percent in the last
                                                                             year, from 14 cents per megabyte
                                               $0.10                         (MB) to 8 cents per MB, according
                                                         $0.09
                                                                   $0.08     to The Nielsen Company.


                                                                             Even as data usage has almost
                                                                             doubled, most users are paying
                                                                             around what they did a year ago
                                                                             for data – meaning a lower cost
                                                                             per unit of data consumed.
      Q1 2010            Q2 2010               Q3 2010   Q4 2010   Q1 2011




  More than Talk: Action in Mobile Marketing
                                                         9
Smartphones: 68% of Impressions
Connected Device, Category Mix
April 2011, % share
Source: Millennial Media
                                                           Combining smartphones, feature phones and connected
                                                           devices, Millennial Media finds that smartphones
                                                           accounted for more than two in three mobile impressions
                   16%
                                                           onto the Millennial mobile advertising network in May
                                                           2011. Feature phones (17%) and connected devices
                                                           (16%) were responsible for virtually equal shares.

        16%                                    68%
                                                           Within connected devices, mobile gaming devices and
                                                           MP3 players combined to generate 70% of the
                                                           connected device impressions, and tablets accounted
                                                           for another 29%.




              Smartphones            Feature Phones

              Connected Devices



  More than Talk: Action in Mobile Marketing
                                                      10
Next Smartphone, Android or iOS?
Desired OS of Next Smartphone
2010 v. 2011, % of consumers who plan to
purchase new smartphone                                  Nielsen data shows that Android has taken the lead on Apple iOS as
Source: The Nielsen Company
                                                         the most desired OS for consumers planning on getting a new
                                                         smartphone in the next year. 31% of consumers desire the Android
                                                         OS, narrowly beating the 30% who want iOS. About one-fifth remain
                             33%                         unsure.
                31%
                                     30%

        26%



                                                                                                             20%
                                                                                                       18%



                                                12%
                                                        11%

                                                                        7%
                                                                                6%

                                                                                          2%    1%

           Android                iOS           RIM BlackBerry        Microsoft Windows   Palm/WebOS    Not sure
                                                                            Mobile

                                               July-Sept. 2010          Jan.-Mar 2011


  More than Talk: Action in Mobile Marketing
                                                                 11
Android Gets Half of Recent Sales
U.S. Smartphone Market Share, Recent Acquires
March 2011, % of US mobile phone subscribers
Source: The Nielsen Company
                                                               Nielsen analysis indicates the dynamics around
                                   1%                          desired future smartphone OS are already translating
                            2%
                       3%
                                                               into sales. Half of those surveyed in March 2011 who
                     7%               15%                      indicated they had purchased a smartphone in the past
                                                               six months said they had chosen an Android device.
                                                               Another quarter of recent acquirers said they bought
                                                               an iPhone and 15% said they had picked a Blackberry
                                              24%
                                                               phone.


                 48%




 RIM Blackberry OS             Apple iPhone OS
 Android OS                    Microsoft Windows Mobile
 Linux                         Palm OS
 Symbian OS




 More than Talk: Action in Mobile Marketing
                                                          12
Overall, Android Lead is Smaller
U.S. Smartphone Market Share
March-May 2011, % of US mobile phone subscribers
Source: The Nielsen Company                          When Nielsen measures market share according to all mobile
                                                     phone subscribers, Android continues to be the most popular
                                                     smartphone OS with 38% percent of smartphone consumers
                        2% 2%       1%               owning Android devices, Apple iPhone that has shown the most
                   2%
                                                     growth recently.

                9%



                                               37%           Android OS
                                                             Apple iPhone OS

        21%                                                  RIM Blackberry OS
                                                             Windows Mobile
                                                             Other
                                                             Windows 7
                                                             Symbian OS
                                                             Palm / Web OS
                             26%



  More than Talk: Action in Mobile Marketing
                                                      13
Apple iOS Has More Share of All Devices
Apple iOS v. Android OS across All Mobile Devices
December-February 2011, Total base (000) / % of subscribers
Source: comScore                                                 Despite the Android lead in smartphone market
                                                                 share, when examining the total reach of the Apple
                                                                 iOS platform, which resides on iPhones, iPads and
                                                                 iPod Touches, the combined platform reach of 37.9
        234,000
                                                                 million among all US mobile phones, tablets and
                                                                 other such connected media devices, outreaching
                                                                 the Android platform by 59%.


                                                                 Android platform has almost 23.8 million users
                                                                 across all devices. In addition, 14.2% of iPad users
                                                                 had Android phones.
                              16.2%
                                               10.2%
                                                                 This report from comScore released in April
                              37,868
                                                23,763           measured the two platforms across three months.

   Total subscribers         Apple iOS         Android OS




  More than Talk: Action in Mobile Marketing
                                                            14
Breakdown of Non-Computer Traffic
U.S. Non-Computer Device Traffic
May 2011, % share
Source: comScore                                                              A new service reporting on digital traffic by device,
                                                                              – including mobile phones, tablets, music players,
                                                                              e-readers, gaming devices, and other web-enabled
                                                                              devices – was launched by comScore in June. The
                                                        35.6%
                                                                              report aims to show activity of all mobile and non-
                                                                              computer devices by category.



                                               23.5%
     21.8%




                                                                                                 7.8%
                                                                         6.7%
                                                                                     2.4%
                                                                                                             1.5%
                   0.6%        0.1%

       iPad       Android    Other tablet      iPhone   Android          Other      Feature    iPod Touch    Other
                   tablet                                              Smartphone    Phone



  More than Talk: Action in Mobile Marketing
                                                                  15
Music Listening Up 14%, Surfing Up 6%
Mobile Content Usage
Dec. 2010-March 2011, 3-month average share                 In a detailed look at usage, comScore data shows that while using
Source: comScore
                                                            the text-messaging feature on a mobile device remains the most
                                                            common mobile activity, listening to music had the highest growth
                                                            rate, rising about 14% from December. In addition, browsers were
                                                            used by 38.6% of subscribers (up 6%), while downloaded
   68.0% 68.6%
                                                            applications were used by 37.3% (up 8%).




                              38.6%             37.3%
                      36.4%
                                        34.4%

                                                                 27.3%              25.7%
                                                         24.7%              23.2%
                                                                                                     17.9%
                                                                                            15.7%




  Sent text message    Used browser    Used downloaded  Accessed social     Played Games    Listened to music
   to another phone                          apps      networking site or                   on mobile phone
                                                             blog
                      3 months ending Dec. 2010           3 months ending March 2011




  More than Talk: Action in Mobile Marketing
                                                              16
Mobile Social Networking Up 10%
Mobile Content Usage
Jan. 2011 v. April 2011, 3-month average share
Source: comScore
                                                                     By the next month, the frequency of activities such as mobile
                                                                     social networking grew about 10% between January 2011 and
                                                                     April 2011. Twenty-eight percent of US mobile subscribers
  68.1% 68.8%
                                                                     accessed a social networking site via mobile phone in April,
                                                                     compared to 25.3% in January. Mobile gaming also grew by
                                                                     about 10% in that period.


                             39.1%             37.8%
                     37.0%
                                       35.4%

                                                                28.0%
                                                        25.3%                      26.2%
                                                                           23.7%

                                                                                            16.5% 18.0%




 Sent text message   Used browser     Used downloaded  Accessed social     Played Games    Listened to music
  to another phone                          apps      networking site or                   on mobile phone
                                                            blog


                     3 months ending Jan. 2011             3 months ending April 2011



  More than Talk: Action in Mobile Marketing
                                                               17
All Growth Solid between 5%-10%
Mobile Content Usage
Feb. 2011 v. May 2011, 3-month average share
Source: comScore                                                     In its next report of 3-month averages, comScore finds that
                                                                     mobile social networking is up another 7% for the period ending
                                                                     May 2011 (28.6%). Mobile games increased another 10%, and
     68.8% 69.5%
                                                                     activities such as listening to music (6%) and using downloaded
                                                                     apps (up 5%) increased, too. There is little to suggest that the
                                                                     growth pattern would ebb.



                        38.3% 39.8%                38.6%
                                           36.6%

                                                                     28.6%
                                                             26.8%                       26.9%
                                                                                 24.6%

                                                                                                    17.5% 18.6%




   Sent text message     Used browser     Used downloaded    Accessed social     Played Games      Listened to music
    to another phone                            apps        networking site or                     on mobile phone
                                                                  blog

                          3 months ending Feb. 2011            3 months ending May 2011



  More than Talk: Action in Mobile Marketing
                                                              18
76% Use Location Check-in Services

Devices Used to Watch Video Content                               In total, 16.7 million mobile subscribers, including 12.7
March 2011, % of U.S. mobile phone subscribers
                                                                  million smartphone subscribers (76% of the smartphone
Source: comScore
                                                                  owners), used location-based check-in, according to
                                                                  comScore.

         36.6%
 34.7%
                                                  33.7%           Android accounted for the largest share, with about 37%
                                                                  checking-in, while about 34% of users checked in from an
                     27.1%                                        iPhone. Apple having the highest representation relative to
                                         25.5%
                                                                  its share of the total smartphone market.
                             22.0%




                                                          7.5%
                                                                                     2.0%      2.3%
                                                                  4.3%                                  1.2%
                                                                            2.8%

     Android               RIM                 Apple        Microsoft            Palm             Symbian



                    % of Smartphone Users                    % of Check-In Service Users

  More than Talk: Action in Mobile Marketing
                                                           19
Phone Video Viewing Equal with In-Car

Devices Used to Watch Video Content
May 2011, % of U.S. households
Source: Consumer Electronics Association                                         While television remains the most popular
                                                                                 device for video content by a large margin,
                                                                                 cell phones and smartphones are
     93%
                                                                                 currently used to watch video by 13% of
                                                                                 households, on equal footing with car
                                                                                 video entertainment, according to the
                                                                                 Consumer Electronics Association (CEA).
                      49%


                                                                                 It is worth noting that 31% of households
                                                                                 view free video content on YouTube, and
                                       13%            13%             11%        another 27% use free online video
                                                                                 providers such as Hulu.

   Television    Computer (any       Car video     Cell phone or    MP3 player
                    type)          entertainment   smartphone




  More than Talk: Action in Mobile Marketing
                                                               20
Mobile Actions
123% Growth in Mobile Purchasing
Consumer Trend in Mobile Purchases
2009-2010, % of consumers making 1 or more m-purchase                           Oracle and ATG research finds that three in
Source: Oracle / ATG
                                                                                10 (29%) US consumers have made at
                                                                                least one purchase via mobile device --
                                                                                123% more than the 13% of consumers in
                           41%
                                                     40%
                                                                                November 2009.


                                                                          29%   40% of consumers age 18-34 had made a
                                                           27%
                                                                                mobile purchase as of December 2010, up
23%                              23%           23%
                                                                                74% from 2009. 27% of 34-54-year-old
                                                                    17%         consumers had made a mobile purchase
                 13%                                                            as of December 2010, an increase of 145%
      11%
                                       9%
            7%
                                                                                from 11% 13 months earlier.


  November 2009                   July 2010             December 2010           While only 17% of consumers 55 and older
                                                                                had made a mobile purchase in 2010, it‟s
              18-34      35-54      55 and older     Overall
                                                                                up 142% from 7% recorded in 2009.


  More than Talk: Action in Mobile Marketing
                                                               22
Mobile Banking, Navigation to Grow
Consumer Mobile Platform Activities
2010 v. 2011, % of respondents
Source: TNS Mobile Life

        Download ringtones                               29                                      26

      Download caller tunes                         24                                      23

         Download graphics                          23                                     22

           Download music                          21                                 22

            Download apps                     16                          20

           Download games                     17                          19                          Mobile social networking, along with
          Social networking              12                         19                                banking and navigation, are poised
              Stream music                    17
                                                                                                      for strong year-over-year global
         Watch social video          10                        15

             Mobile banking          9                        14                                      growth in 2011, according to a white
                 Navigation          8                   13                                           paper from TNS Mobile Life. from
           Location services         9                    12
                                                                                                      “The Holistic Portfolio” indicates the
                   Blogging          8                   12

         Download TV/video               11                    12
                                                                                                      percentage of global mobile
              Watch TV live          9                    12                                          subscribers performing social
              Subscriptions          9                    12
                                                                                                      networking should rise about 58%
           Stream TV/video               11

               Mobile wallet     6                 10
                                                                                                      this year, from 12% to 19%.
             Speech to text          9


                                                         2010                  2011

  More than Talk: Action in Mobile Marketing
                                                                         23
Device “Look” and Brand are Influential
Mobile Purchase Influencers in Mature Markets
May 2011, % of respondents
Source: TNS Mobile Life

                                                                         The TNS report also found that across
    Brand of handset                                         44%
                                                                         global markets, headset brand is considered
                                                                         an important purchase factor by the highest
    Model of handset                                   38%
                                                                         percentage of consumers. In developing
     Look and feel of
         device
                                                                   53%   markets, the brand had much more
                                                                         importance -- cited by 86% of consumers in
   Operating system                              32%
                                                                         emerging Tier II markets and 70% of
       Input method                                     41%              consumers in emerging Tier I markets.

       Access new
    features/services
                                                 31%
                                                                         Only 44% of consumers in mature markets
Accessories available               19%                                  consider this a top criteria. Consumers in

    Brand of network                                                     mature markets are more likely to consider
        provider
                                               27%
                                                                         look and feel of device, with 53% indicating
        Content and
        applications
                                                 32%                     that this is a top purchase influencer.



  More than Talk: Action in Mobile Marketing
                                                             24
Tablets Users are Online Shoppers
Online Shopping via Mobile Device
May 2011, % of respondents                     A study from the etailing group and Coffee Table, “The „Shopping Mindset‟ of the
Source: etailing/Coffee Table
                                               Mobile Consumer,” indicates that tablet users are more likely than smartphone
                                               users to engage in online buying and/or browsing on a daily, weekly, several
                                               times per month, and monthly basis than smartphone users.




                                                                                                      25%
                                                                                                            24%


                   19%              19%
                             17%
             16%
                                                                                   15%

                                                     12%
                                               11%
     10%                                                        10%
                                                                                            9%
                                                                         7%
6%



 Daily          Weekly     Several times per   Once a month     4 or more times   Less than 4 times    Never
                                month                               per year          per year
                                        Smartphone            Tablet



  More than Talk: Action in Mobile Marketing
                                                                    25
Tablet Owners Make More Purchases
Online Purchases via Mobile Device
May 2011, % of respondents making a purchase in past six months
Source: etailing/Coffee Table

                                                   Tablet users are more likely than smartphone users to say they have made
                                                   three to five, six to 10, and more than 10 online purchases in the last six
                                                   months. Smartphone users are slightly more likely to have made one
                                                   purchase in the last six months and 64% more likely to have made no online
                                                   purchases (36% compared to 22%).


                                                         39%
       36%

                                                  30%


               22%
                             18%
                                       15%
                                                                              12%                  12%
                                                                        9%
                                                                                            7%


           None                    1                  2-5                 6-10                  >10

                                               Smartphone      Tablet



  More than Talk: Action in Mobile Marketing
                                                             26
Half Make Purchases with a Smartphone
 Consumer Smartphone Usage
 May 2011, % of respondents
 Source: Prosper Mobile Insights


                                                                  81% of smartphone users have used their
  Texting                                                 21.6%
                                                                  smartphone to browse or look for products
 Internet                                        16.7%            or services and 50% have made a

   Email                                        15.7%             purchase with their smartphone, according
                                                                  to research from Prosper Mobile Insights.
     Call                  7.8%
                                                                  Additional marketing-based activities are
    GPS                 6.9%                                      even more popular, including receiving
                                                                  special offers by text message (54%) or
Facebook             5.9%
                                                                  scanning a QR code, about 58%.
    Apps          4.9%

   News           2.0%

Bluetooth         2.0%

Calendar      1.0%



   More than Talk: Action in Mobile Marketing
                                                         27
25% Would Pay for Groceries
Smartphone as Payment System
Q1 2011, % of respondents
Source: Compete
                                                                                    The adoption of NFC-equipped (near field
                                                                                    communication) mobile phone will
                                                                                    substitute for the use of a credit card or
                                                                                    debit card. Twenty-five percent of
     25%
                                                                                    consumers said they would be likely to buy
                  21%                                                               groceries via mobile phone, according to
                                 20%
                                              19%
                                                                                    Compete data.

                                                            14%          14%

                                                                                    Respondents would also buy clothes
                                                                                    (21%), pay a bill (20%) or buy a coffee
                                                                                    (19%).


   Groceries     Clothes      Phone bill at   Coffee        Sofa at     Taxi ride
       at       at retailer    a wireless at local shop   a furniture
  supermarket                    store                       store




 More than Talk: Action in Mobile Marketing
                                                                   28
Security of Mobile-Pay a Big Concern
Smartphone as Payment System
Q1 2011, % of respondents
Source: Compete


     Use my mobile phone for
                                                            58%
       communication only                                         Consumers who said they were not likely to
                                                                  use their phone for payments cited personal
     Concerned about security                              56%
                                                                  preferences and concerns about security as
 Concerned about losing phone
  and someone else accessing                              52%     reasons. 58% preferred to only use their
       my bank account
                                                                  mobile phone for communication (calls, email,
   Concerns about hidden fees                       39%           or text) while 56% indicated they were
                                                                  concerned with the security of using the
Concerns about a dead battery
                                              27%
   meaning no payments                                            phone for payments (more than one answer
                                                                  permitted) and 52% were concerned about
   Preference to pay with cash                26%
                                                                  security if they lost their phone.
  Not sure if I will need a data
                                       21%
   plan to use the technology


         I do not carry mobile
                                    17%
           phone at all times



 More than Talk: Action in Mobile Marketing
                                                           29
Mobile Browsing In-store Grows 78%
In-store Mobile Product Browsing
2009-2010, % of US consumers                   Overall, the percentage of US consumers who use mobile devices to browse
Source: Oracle / ATG
                                               and research products while in a physical store grew 78% from 2009 to 2010.
                                               48% of consumers browsed and researched products via mobile in 2010,
                                               compared to 27% in 2009. The activity is more popular with younger consumers
                                               were more apt to browse and research in-store, although older consumers had
                                               a higher year-over-year growth rate.
                          60%
                 55%

                                                                                                                 48%
                                                           44%
       41%
                                                39%
                                                                                           36%          37%

                                                                                                 27%
                                       23%                                     22%
                                                                      19%




                 18-34                          35-54                       55 and older               Overall

                                               Nov. 2009    July 2010       Dec. 2010


  More than Talk: Action in Mobile Marketing
                                                                 30
Mobile People
Men Double Mobile Purchasing Y-o-Y
Mobile Purchases by Men
2009-2010, % of men making 1 or more m-purchase
Source: Oracle / ATG

                                                                    32% of men had made a mobile purchase in December
                                                   32%
                            29%                                     2010, double the 16% who had done so in 2009. A
                                                                    substantial portion of this growth had occurred by July
        16%
                                                                    2010, when 29% of men had made a mobile purchase.
                                                                    in-store in December 2010, compared to 27% in

   November 2009           July 2010           December 2010
                                                                    November 2009.


 Mobile Browsing by Men                                             Oracle/ATG found that men actually browsed and
 Source: Oracle / ATG
                                                                    researched products via mobile device while in-store at a
                                                                    rate slightly higher (51%) than the overall average in
                                                   51%
                            45%                                     December 2010. In November 2009, 30% of men

        30%                                                         performed this activity, giving them a 70% growth rate
                                                                    about 10% below the overall average.


   November 2009           July 2010           December 2010


  More than Talk: Action in Mobile Marketing
                                                               32
Fewer Women Purchase, Browse
Mobile Purchases by Women
2009-2010, % of women making 1 or more m-purchase
Source: Oracle / ATG
                                                                     While a smaller percentage of women than
                                                   26%               men had made a mobile purchase as of
                                                                     December 2010 – only 26% compared to 32%
                            16%
                                                                     of men -- their growth rate since 2009 was
        10%
                                                                     higher at 160%.

   November 2009           July 2010           December 2010
                                                                     The December 2010 in-store browsing rate
                                                                     among women (44%) was almost 10% lower
 Mobile Browsing by Women
 Source: Oracle / ATG                                                than the overall average. However, women‟s
                                                                     growth rate in this activity since November
                                                    44%
                                                                     2009 was about 83%, slightly ahead of the

                              30%                                    overall growth rate.
         24%




     November 2009          July 2010           December 2010


  More than Talk: Action in Mobile Marketing
                                                                33
Both Genders Clicking More Ads
Mobile Ad CTR, by Gender, Income
April-May 2011, % of total users Data from Jumptap‟s STAT report suggests that while its network reaches an even
Source: Jumptap
                                          split of men and women, men are more likely to click on ads. Click-through for both
                                          genders increased by about 5% since last month. Not surprisingly, household
                                          income has the most impact on mobile ad click-through rates.


                                                                                                 1.01%



                                                                                         0.83%




                0.50%
        0.47%

                                                               0.37%
                                                                        0.32%
                                     0.29% 0.31%




             Male                        Female                    Under $50K               Over $50K

                                           CTR April data   CTR May data


  More than Talk: Action in Mobile Marketing
                                                              34
Hispanics Have Higher Mobile Use
Mobile Device Use by Hispanics
April 2011, % of respondents, n=24,754                                             A report from BIGresearch
Source: BIGresearch
                                                                                   Simultaneous Media Usage (SIMM17)
                                                                                   finds that Hispanic US adults are more
        4%               6%                                                        likely to regularly use several new
        3%
        5%               4%
                                         22%                                       mobile devices than overall adults. For
                         9%
                                                        37%
                                                                                   example, 18.6% of Hispanic adults use
                                         11%
       42%                                                              73%        a Blackberry, 37% more than the
                                         13%
                        52%                             13%                        13.6% of overall adults who do so.
                                                        10%
                                         32%
                                                                                   Hispanic adults are also 59% more
                                                                        13%
                                                        28%                        likely than overall adults to use an iPad
       45%
                        29%                                             13%        (7.8% compared to 4.9%). Other
                                         23%
                                                        12%              7%
                                                                         5%        regular use discrepancies exist in
     Email:          Email: Non-       Facebook:   Facebook: Non-      Twitter:    usage rates of iPhones (Hispanics 59%
   Smartphone        smartphone       Smartphone     smartphone       Smartphone
     owners            owners           owners         owners           owners     more likely to regularly use) and Droids
                                                                                   (Hispanics 64% more likely to use).
        Constantly during the day      Daily   Weekly    Less often      Never



  More than Talk: Action in Mobile Marketing
                                                              35
Hispanics Search More via Mobile
Mobile Device Use for Internet Search
April 2011, % of respondents, n=24,754
Source: BIGresearch
                                                                                       About one-quarter (26.3%) of Hispanic
                                                                                       adults regularly search the internet via
                                                                                       cell phone, 78% more than the 14.8% of
                                                             26.3%
                                                                                       overall adults.


                                                                                       In addition, a 73% difference exists in
       16.8%                                                                           regular use of Droid for internet search.
                                                     14.8%
                                           13.5%
                                                                                       And while only 7.6% of Hispanic adults
                                                                               12.8%
                                                                                       regularly use an iPad for internet
9.6%
                                    7.8%                                8.0%           search, that figure is still 65% higher
                         7.6%
                                                                                       than the 4.6% of overall adults. Large
                 4.6%
                                                                                       discrepancies also exist in rates of

   iPhone             iPad             Droid          Cell phone        Blackberry     using iPhone and Blackberry devices for

                      % of adults              % of Hispanics                          internet search.




  More than Talk: Action in Mobile Marketing
                                                                   36
Growing Up Digital, Kids Impact Usage
Internet Use by Household Income
April 2011, % of households                                     High income US households represent a larger
Source: The Nielsen Company
                                                                percentage of the overall US internet universe,
                                                                according to “The New Digital American Family” from
                                                                Nielsen. Households earning $75,000 or more in
                                                     17%
           16%                                                  annual income represent 17% of the internet
                                                                universe, a figure 30% larger than the 13% of total
                                              13%               US population they represent.
   12%
                                  11%

                                                                Interestingly, middle class households with children
                           8%
                                                                younger than 18 earning $50,000 to $74,999 also use
                                                                more internet. They constitute 11% of the internet
                                                                universe, a 37.5% larger figure than the 8% of the
                                                                total US population they represent. Households with
                                                                children younger than 18 earning less than $50,000
     <$50,000            $50,000-$74,000        $75,000+
                                                                annually use the internet at a 33% higher rate than
     % of US population          % of US internet universe
                                                                their share of US population (16% compared to 12%).



 More than Talk: Action in Mobile Marketing
                                                           37
Families, Young Adults Equal Boomers
Current Family Marketplace
April 2011, % of households
Source: The Nielsen Company

                                                            Overall, Nielsen finds that one-third of households
                                                            have children.


                                                            And while the largest single share of the US family
                33.6%
                                                            marketplace is comprised of Baby Boomers and

                                               49.3%        older generations (born in 1964 or earlier) without
                                                            children -- who represent 49% of all households –
                                                            the “wired with children” set and the young adults
                                                            who have not yet (presumably) settled down, make

                       17.2%                                up a slightly bigger share of the US marketplace.




                     Baby Boomer & older, no kids

                     Generation X & younger, no kids

                     Households with kids


More than Talk: Action in Mobile Marketing
                                                       38
Mobile Shoppers are Young, Wealthy

Mobile Retail Users, by Income
2010 Study, % of audience                                                            In terms of mobile impact and adoption of
Source: Millennial Media, comScore
                                                                                     what‟s new, mobile retail users skew
                                                                               34%   younger and wealthier than the general
                                                                                     mobile audience, according to data from
                                                                                     “Mobile Intel Series: Retail” from
                                                                         27%
                                                                                     Millennial Media and comScore.
                   23%
                                           21%
                                     20%
                                                             18%                     34% of mobile retail users earn $100,000
  16%                    16%
                                                       15%                           or more annually, and 18% of mobile
                                                                                     users earn $75,000 to $99,000.
        11%



                                                                                     About the same percentage of mobile
                                                                                     retail users (21%) as overall mobile users
    <$25K         $25K to $50K       $50K to $75     $75K to <$100K       $100K+     (20%) earns $50,000 to $74,000. Below
                Total mobile audience              Mobile retail users               this income bracket, overall mobile users
                                                                                     have a larger share.


  More than Talk: Action in Mobile Marketing
                                                                   39
Young React More Frequently to Ads

Reaction to Mobile Advertising, by Age
Q1 2011, % of audience
Source: The Nielsen Company


                                                                                       Mobile advertising is increasingly
Age 13-
          13%                    45%                            42%                    finding its way into mobile apps, and
  17
                                                                                       currently teenagers are much more

Age 18-                                                                                receptive than their elders.58% of
          6%              40%                              54%
  24
                                                                                       teens say they “always” or
                                                                                       sometimes” look at mobile ads,
Age 25-
          8%              35%                             57%                          according to Nielsen‟s "State of the
  34

                                                                                       Media: Trends in Advertising Spend
Age 35-                                                                                and Effectiveness, Q1 2011."
          7%             35%                             58%
  44



   Age    1%      27%                               72%
   55+


               I always look at it     I sometimes look at it     I never look at it




  More than Talk: Action in Mobile Marketing
                                                                 40
61% of m-Retail Shoppers are under 35
Mobile Retail Users, by Age
2010 Study, % of audience
Source: Millennial Media, comScore
                                                                                      The highest percentage of mobile retail
                                                                                      users, 36%, are between the ages of
                                       36%                                            25-34, while 22% of mobile retail users
                                                                                      are 18-24, and 5% are 13-17. In total,
                                                                                      almost two-thirds (63%) of mobile retail
                                                                                      users are younger than 35.
                        22%
                                                     21%

                                18%            18%           18%


                  13%                                                                 13%
                                                                         12%
                                                                   11%

    8%

          5%                                                                                2%
                                                                                 4%


      13-17         18-24            25-34      35-44          45-54        55-64        65+

                            Total mobile audience          Mobile retail users




  More than Talk: Action in Mobile Marketing
                                                                41
13.1 Million Mobile Consumers
Mobile Retail Users, by Access Method
2010 Study, Audience in millions
Source: Millennial Media, comScore
                                                              In total, 13.1 million consumers perform
                                                              mobile retail. Of those, almost 63% (8.2
                                                              million) use their mobile browser. Another
       13.1
                                                              32% (4.2 million) use SMS text messaging,
                                                              while 24% (3.2 million) use an app. About
                                                              42% use mobile devices for research.

                            8.2                               Actual purchasing via mobile devices is
                                                              performed by 38% of mobile consumers,
                                                              while 29% do comparison shopping.
                                             4.2
                                                        3.2




      Total              Browser             SMS        App




More than Talk: Action in Mobile Marketing
                                                   42
Younger Shoppers Recommend via SMS
 Method of Product Recommendation                         The Colloquy 2011 “Word of Mouth” study found that how shoppers
 2011 Study, % of respondents
 Source: Colloquy                                         communicate is impacted by mobile devices. 58% of young adults
                                                          recommend products via social networking communities while 35% of the
                                                          general population do so. A lower percentage of young adults (48%)

      84%
                                                          recommends products via SMS mobile messaging, but this figure is about
77%                                                       150% more than the 19% of the general population.
                                       70%


                     58%
                                                    56%
                                 53%
               50%                           50%
                                                                           48%


                           36%                            35% 36%


                                                                    22%
                                                                                 19% 18%     19%               19%
                                                                                         17%
                                                                                                        14%          14%
                                                                                                                           12%
                                                                                                                                 5%

Face-to-face    Email      Landline    Cell phone    SocNets    Instant     Mobile       Company     Product   Personal    Microblog
                                                               messenger   messaging      website   reviews/    blogs
                                                                                                    Shopping
                                                                                                      sites

                                                    Young adults    General Population


   More than Talk: Action in Mobile Marketing
                                                                   43
Mobile Marketing
Marketing Spend to Reach $56.5 Billion
U.S. Mobile Marketing Spend
2010 v. 2015, US$ millions                                         The total amount of money spent by US
Source: Mobitrove
                                                                   marketers on mobile advertising and promotions
                                                                   will reach about $56.5 billion by 2015, according

                                               $40,731
                                                                   to Mobitrove. That expected figure is more than
                                                                   six times the almost $9.3 billion spent on mobile
                                                                   advertising and promotions in 2010.


                                                                   By 2015, Mobitrove forecasts total US mobile
                                                         $15,795   marketing spend will be tilted even more in favor
                                                                   of advertising. Projections indicate mobile
                                                                   advertising spend will reach close to $41 billion,
                    $3,002
       $6,272                                                      while mobile promotions spend will only total
                                                                   about 15.8 billion. This means marketers will
               2010                                 2015
                                                                   spend about 2.5 times as much on mobile
                      Advertising       Promotions                 advertising in 2015.




  More than Talk: Action in Mobile Marketing
                                                              45
Local Mobile Ads: 51% Share by 2015
Local vs. National Ad Spend in Mobile
2010-2015, US$ billions
Source: BIA/Kelsey


                                                                        In a more conservative forecast,
                                                                        BIA/Kelsey says that total US mobile ad
                                                                        spending will grow from $790 million in
                                                                        2010 to $4 billion in 2015. The local
                                                                        portion of that total is projected to
                                                                $2.84
                                                                        increase from $404 million to $2.8 billion.

                                                       $2.03
                                                                        Among the drivers of mobile ad revenue
                                               $1.40
                                                                        growth are smartphone penetration,
                              $0.99
               $0.89                                                    mobile web usage and related increases
 $0.40                                                          $1.22
                                                       $0.92            in ad inventory.
                              $0.61            $0.73
 $0.39         $0.49

  2010          2011          2012             2013    2014     2015

                               National        Local



  More than Talk: Action in Mobile Marketing
                                                           46
1,342% Growth in Retail, Restaurants
Verticals Growth in Mobile Campaigns
Q1 2010 v. Q1 2011, % growth
Source: Millennial Media                           Six verticals experienced triple-digit growth – or greater – year-over-year
                                                   according to Millennial Media's Q1 2011 report released in June.


      1342%                                        Health: Fitness & Wellness is a newcomer on a ranking of top advertising
                                                   verticals. This is an indication that advertisers in new verticals are starting
                                                   to take a keen interest and to heavily invest in creating a mobile presence.


                          723%




                                               379%

                                                                  242%
                                                                                      183%
                                                                                                         130%



      Retail &          Automotive             Finance          Telecomm          Health: Fitness      Education
    Restaurants                                                                     & Wellness




  More than Talk: Action in Mobile Marketing
                                                                47
92% of Ad Spend at National Level
U.S. Mobile Marketing: Advertising
2010 Totals, US$ millions
Source: Mobitrove


                                                        Looking at total US mobile advertising spend

                                               $6,272
                                                        in 2010, it becomes clear that last year,
                                   $5,767               marketers focused the vast majority of their
                                                        dollars on national campaigns. Out of roughly
                                                        $6.3 billion spent in total, about $5.8 billion
                                                        was allocated toward national advertising and
                                                        only about $500 million on local advertising.
                                                        This means roughly 92% of all mobile
           $505                                         advertising dollars were spent at a national
                                                        level.
           Local                   National     Total




  More than Talk: Action in Mobile Marketing
                                                 48
$100M for Local Mobile Promotions
U.S. Mobile Marketing: Promotions
2010 Totals, US$ millions
Source: Mobitrove




                                                        Total US mobile promotional spend in
                                               $3,002   2010 shows an even more pronounced
                                    $2,897
                                                        focus on national, rather than local,
                                                        campaigns. Almost $2.9 billion of $3
                                                        billion was spent on national
                                                        promotions. This means about 97% of
                                                        mobile promotional dollars spent in
                                                        2010 went toward national campaigns.




         $106


         Local                     National     Total




  More than Talk: Action in Mobile Marketing
                                               49
43% of Marketers Using Mobile Channel
Mobile Marketing Adoption
May 2011, % of respondents
Source: Unica                                             43% of marketers currently use mobile technology, according to
                                                          a study from Unica, “The State of Marketing 2011.” Another
                                                          25% plan to do so within the next 12 months, and 16% plan to
                                                          do so in more than 12 months. Only 15% of marketers have no
        43%
                                                          plans to use mobile technology.




                                25%



                                                    16%                  15%




    Current activity       Planned activity    Planned activity        No plans
                          (next 12 months)      (>12 months)




  More than Talk: Action in Mobile Marketing
                                                              50
128% Growth in Campaigns over 2 Years
 Category Share in Mobile Display Ads
 3-month average share ending March 2011, US mobile subscribers
 Source: comScore
                                                                  Research from comScore estimates that
                                                                  689 advertisers used mobile display
                                                                  advertising campaigns to reach
    Used Browser                                        19.1%
                                                                  consumers, up 128% from two years prior.


                                                                  Mobile content and publishing contributed
        Used App                                15.9%
                                                                  to half of all products advertised on mobile
                                                                  device. 26% of mobile display
                                                                  advertisements were for consumer
   Saw ad on web                                                  discretionary goods, IT accounted for 7%,
                          5.0%
    or within App
                                                                  and financial services accounted for 6% of
                                                                  mobile display ads.

Responded to SMS
                      3.5%
       ad




   More than Talk: Action in Mobile Marketing
                                                          51
Smartphone Owners See 5x More Ads
Smartphone, Feature Phone Service Penetration
3-month average share ending March 2011, US mobile subscribers
Source: comScore
                                                                            Smartphone users were also far more likely to see
                                                                            web or in app ads (27.5% compared to 5% of
                                85.0%                                       feature phone users) due to their heavier usage of
         82.3%
                                                                            mobile browsers and applications. Smartphone
                                                                            users were also about twice as likely to respond to
                                                                            SMS ads (7.7% compared to 3.5%). This is
                                                                            consistent with the data showing that smartphone
                                                                            users are employing their browsers and apps at a
                                                                            rate four to five times that of feature phone users.
 19.1%                                                27.5%
                       15.9%


                                               5.0%                  3.5%
                                                                              7.7%

  Used Browser             Used App            Saw ad on web     Responded to SMS ad
                                                or within App

                           Feature phone       Smartphone




  More than Talk: Action in Mobile Marketing
                                                                52
30% of Campaigns Focused on Leads
Mobile Advertiser Campaign Goals
April 2011, % of campaigns
Source: Millennial Media                                           With the growing sophistication of handsets, mobile
                                                                   advertisers are already creating a more sophisticated
                         3%
                                                                   goal set for mobile campaigns. 30% of the mobile ad

                  8%                                               campaigns were run in order to generate leads, followed
                                                                   by sustained in-market presence as the advertiser goal
                                        30%
                                                                   of 29% of mobile advertisers.
         13%


                                                                   Advertisers in another 17% of the campaigns had a goal
                                                                   of launching or releasing a product, and 13% of the
         17%
                                                                   campaigns had an advertiser goal of brand awareness,
                                                                   according to Millennial Media‟s April 2011 SMART
                                29%
                                                                   Report.


Lead Gen/Registrations              Sustained in-market presence
Product launch/release              Brand awareness
Increased foot traffic              Site Traffic



  More than Talk: Action in Mobile Marketing
                                                            53
Apple iOS Has Double CTR of Android
Click-Through Rates by Mobile OS
May 2011, % of users
Source: Jumptap


                                                                         Apple‟s iOS sees the highest
                                                                         click-through-rate with the
                   0.72%
                                                         0.67%           ads run on iOS devices have
                                                                         almost double the CTR
                                                                         (.72%) of those on Android
                                                                         devices (.41%), according to
    0.41%                                      0.41%             0.41%   the Jumptap STAT. This is
                                                                         despite the fact that Android
                                  0.32%
                                                                         is leading in overall market
                                                                         share.




    Android          iOS        Blackberry     Symbian   webOS   Other




  More than Talk: Action in Mobile Marketing
                                                         54
26% Drive to App Downloads
Mobile Advertiser Campaign Destination Goals
April 2011, % of campaigns
Source: Millennial Media

                                                                              Almost half of mobile campaigns
                                                                              on the Millennial network were
                                                                              driving traffic to a website, while
           49%
                                                                              26% sent users to the an app
                                                                              download page. The last quarter
                                                                              were aiming to send traffic to a
                                                                              custom landing page.

                                        26%                    25%




        Traffic to site          Application download   Custom landing page




  More than Talk: Action in Mobile Marketing
                                                          55
Mobile-Social Action Mix Up 39% M-o-M
Post-Click Action Campaign Mix                                Mobile-social media experienced growth of 39% month-over-
April 2011, % of campaigns
Source: Millennial Media                                      month, reported Millennial Media, with a 17% share of the
                                                              post-click campaign action mix in April. Telecom,

               42%                                            entertainment, and retail advertisers utilized mobile-social as a
                                       40%
                                                              post-click campaign action to acquire social media followers
                                                              and gather feedback on new movie releases and new product
  32%
                                                              launches.


                                                   24%

                                                                                                                          19%
                                                                             17%
                                                                                         15%
                                                               13%
                           12%
                                                                                                                11%




                                                                                                     2%


Application   Enroll/join m-commerce Place call     Retail      Site        Mobile-       Store    Subscribe   View map   Watch
download                                          promotion    search     social media   locator                          video


  More than Talk: Action in Mobile Marketing
                                                                56
SocNet Convergence Higher from Twitter
Social Media Usage by Location
June 2011, % of respondents                    Twitter users are more likely to perform social networking via mobile device than
Source: Compete
                                               users of Facebook or LinkedIn, according to Compete. 43% of Twitter users
                                               access via phone and 9% access via tablet. In contrast, 34% of Facebook users
                                               and only 9% of LinkedIn users access social networks via phone, while 7% of
    98%       98%                              Facebook users and 4% of LinkedIn users employ a tablet.
                       92%




                                                             43%
                                          34%



                                                                                        4%
                                                     9%                        7%                9%

            Desktop                                 Phone                              Tablet

                                     Facebook       LinkedIn      Twitter



  More than Talk: Action in Mobile Marketing
                                                                57
Targeted Ads Up; Local at 56%
Mobile Campaign Targeting Mix
April 2011, % of campaigns
Source: Millennial Media

                                                                   Targeted-audience campaigns --
                                                                   local market, demographic, and
                                                                   behavioral audience -- grew 23%
                                               10%                 month-over-month, 48% of
                                                                   campaigns.

                              48%
                                              34%                  Of those targeted campaigns, 56%
       52%                                                 56%
                                                                   targeted a local market, while 34%
                                                                   targeted a demographic and only
                                                                   10% targeted a behavioral
                                              Local market
                                              Demographic          audience.
                                              Behavoral audience


     Broad reach

     Targeted audience reach




 More than Talk: Action in Mobile Marketing
                                                58
Impressions: Android– 53%, iOS– 28%
 Device OS Mix
 April 2011, % of campaigns
 Source: Millennial Media

   Device Impression Share                       Smartphone OS Mix

                                                           1% 1%
                                                      1%                            Smartphones represented 68%

       16%                                                                          of the connected device

                                                 16%                                impressions on the Millennial
                                                                                    Media network. Of
                                                                                    smartphones on the Millennial
16%                            68%
                                                                     53%            network, the two most popular

                                                28%                                 platforms by share of
                                                                                    impressions were Android
                                                                                    (53%) and iOS (28%).


                                                Android            iOS
           Smartphones                          RIM                Other
           Feature Phones                       Symbian            Windows Mobile
           Connected Devices




   More than Talk: Action in Mobile Marketing
                                                      59
By Branded Carrier, Verizon Has 19%
Device Carrier Mix
April 2011, % of campaigns
Source: Millennial Media

                                                            A combination of various Wi-Fi providers was the carrier with
                                                            the largest share of devices on the Millennial network at 29%.
                                                            Verizon followed with 19%, while Sprint-Nextel held 11% and
   29%
                                                            AT&T and T-Mobile held 10% each.



               19%




                           11%
                                       10%      10%


                                                          5%         5%                   2%
                                                                               3%

    Wi-Fi     Verizon     Sprint-      AT&T    T-Mobile   Metro    Cricket     Other     Boost
                          Nextel                           PCS                           Mobile




  More than Talk: Action in Mobile Marketing
                                                           60
By Manufacturer, Apple Has 33%
Top Manufacturers of Mobile Devices
April 2011, % of campaigns
Source: Millennial Media                       Apple, including iPhone, iPad and iPod Touch, represented 32% of
                                               impression share by device manufacturer in April. Samsung is the no. 2
                                               device, followed by HTC and RIM. As well, the report found that the Apple
                                               iPhone was the most popular mobile phone on the Millennial network in April,
                                               responsible for about 20% of all impressions. This was four times the
 32.8%
                                               impression share of the no. 2 mobile phone, Blackberry Curve (5%).




             15.6%

                          11.7%
                                       10.6%      9.8%

                                                             6.4%
                                                                         2.3%       1.7%        1.0%        0.8%


 Apple      Samsung         HTC          RIM    Motorola         LG     HUAWB        Nokia      Sanyo    SonyEricsson




  More than Talk: Action in Mobile Marketing
                                                            61
Sponsors and Partners
Data Partners

Our data partners for the 2011 “More than Talk: Action in Mobile Marketing” are:

BIA/Kelsey • BIGresearch • Colloquy • Compete • comScore • Consumer Electronics Association •
etailing / Coffee Table • Jumptap • Millennial Media • Mobitrove • Oracle / ATG • Prosper Mobile
Insights • The Nielsen Company • TNS Mobile Life • Unica

At MarketingCharts, we consistently follow and locate new data sets from our partners in order to publish
the most relevant resources for our readers, including our daily data partners at MarketingCharts.com that
are also feature in this report:




MarketingCharts.com is part of the Watershed Publishing network of business-to-business
online trade publications. More than Talk: Action in Mobile Marketing is from Watershed
Publishing‟s Data Insights series.

Please contact Sarah Roberts at sarah@watershed-publishing.com to become a sponsor of
a Data Insights package.


                                              64

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Marketingcharts mobile-marketing-data-2011

  • 1. More than Talk: Action in Mobile Marketing A Research Collection for Marketers SPONSORED BY: D ATA I N S I G H T S
  • 2. More than Talk: Action in Mobile Marketing “More than Talk: Action in Mobile Marketing ” is part of Watershed Publishing‟s Data Insights series featuring trends, data and research. This collection brings together months of surveys, reports and insights released by nationally recognized research and marketing organizations focused on what is happening with mobile marketing. It is a time saver for the busy marketing professional. The charts in this collection are ready to use, download, format, and otherwise support your marketing goals. Feel free to share the whole presentation or any slide, with your colleagues and business partners, but please preserve credits to our sponsor, HubSpot, our research partners who provide the source data, and our links to MarketingCharts.com. D ATA I N S I G H T S
  • 3. Gone are the days when talking to someone was the prime reason to use a phone. In fact, if you own a smartphone, chances are you use it far more for things other than calling. And that‟s big news for marketers. In “More than Talk: Action in Mobile Marketing” MarketingCharts has amassed a quantity of data that is invaluable to companies serious about mobile marketing. The section on Mobile Growth provides all the proof you need about the rising surge of smartphone users. In Mobile Actions you‟ll find out how these consumers are using their smartphones. But who are these people? In Mobile People you‟ll get the gender, ethnic and generational breakdowns. And in the last section on Mobile Marketing, you‟ll find out what everyone is spending trying to reach this fast- growing audience. There are 53 data slides and accompanying analysis in this eBook, more than enough current data to support your mobile marketing efforts. Enjoy, The HubSpot team
  • 4. Table of Contents Mobile Growth Half Make Purchases with a Smartphone 92% of Ad Spend at National Level 72.5 Million Owners and Growing 25% Would Pay for Groceries $100M for Local Mobile Promotions Ranked 4th: Making Phone Calls Security of Mobile-Pay a Big Concern 43% of Marketers Using Mobile Channel “Data Tsunami” – 89% Growth Y-o-Y Mobile Browsing In-store Grows 78% 128% Growth in Campaigns over 2 Years Total Data Costs Drop 43% YOY Smartphone Owners See 5x More Ads Smartphones: 68% of Impressions Mobile People 30% of Campaigns Focused on Leads Next Smartphone, Android or iOS? Men Double Mobile Purchasing Y-o-Y Apple iOS Has Double CTR of Android Android Gets Half of Recent Sales Fewer Women Purchase, Browse 26% Drive to App Downloads Overall, Android Lead is Smaller Both Genders Clicking More Ads Mobile-Social Action Mix Up 39% M-o-M Apple iOS Has More Share of All Devices Hispanics Have Higher Mobile Use SocNet Convergence Higher from Twitter Breakdown of Non-Computer Traffic Hispanics Search More via Mobile Targeted Ads Up; Local at 56% Music Listening Up 14%, Surfing Up 6% Growing Up Digital, Kids Impact Usage Impressions: Android– 53%, iOS– 28% Mobile Social Networking Up 10% Families, Young Adults Equal Boomers By Branded Carrier, Verizon Has 19% All Growth Solid between 5%-10% Mobile Shoppers are Young, Wealthy By Manufacturer, Apple Has 33% 76% Use Location Check-in Services Young React More Frequently to Ads Video Phone Viewing Equal with In-Car 61% of m-Retail Shoppers are under 35 Sponsors and Partners 13.1 Million Mobile Consumers Mobile Actions Younger Shoppers Recommend via SMS About HubSpot 123% Growth in Mobile Purchasing Our Data Partners Mobile Banking, Navigation to Grow Mobile Marketing Sponsorship Information Device “Look” and Brand are Influential Marketing Spend to Reach $56.5 Billion Tablets Users are Online Shoppers Local Mobile Ads: 51% Share by 2015 Tablet Owners Make More Purchases 1,342% Growth in Retail, Restaurants
  • 6. 72.5 Million Owners and Growing U.S. Smartphone Market, by Platform Dec. 2010-March 2011, 3-month average share MobiLens data from comScore released in May indicates 72.5 Source: comScore million people in the US owned smartphones by March 2011, up 15% from the preceding three-month period. Google Android continued its trend of luring US smartphone subscribers from RIM Blackberry, though RIM retained its number two position. Android 34.7% gained about 21% market share from December 2010, rising from 31.6% 28.7% to 34.7%. 28.7% 27.1% 25.0% 25.5% 8.4% 7.5% 3.7% 2.8% Google RIM Apple Microsoft Palm 3 months ending Dec. 2010 3 months ending March 2011 More than Talk: Action in Mobile Marketing 6
  • 7. Ranked 4th: Making Phone Calls Top 10 Essential Smartphone Functions May 2011, % of respondents Source: Prosper Mobile Insights Texting 21.6% Prosper Mobile Insights asked smartphone users what smartphone function they Internet 16.7% cannot live without, and one in five (22%) Email 15.7% said texting, followed by internet (17%) and texting (16%). Call 7.8% GPS 6.9% Interestingly, showing just how diverse a Facebook 5.9% device the smartphone has become, only 8% of users cited making phone calls as an Apps 4.9% indispensible feature of a smartphone – but News 2.0% it still was ranked fourth overall. Bluetooth 2.0% Calendar 1.0% More than Talk: Action in Mobile Marketing 7
  • 8. “Data Tsunami” – 89% Growth Y-o-Y Data Usage in MB by Mobile Operating System Q1 2010-Q1 2011, Average MB per user Source: The Nielsen Company It is a mobile “data tsunami” according to Nielsen, with app-friendly OS phones at 582 the epicenter. Consumers with iPhones 525 and Android smartphones consume the 495 most data: 582 MBs per month for the 492 381 468 average Android owner and 492 MBs for 415 312 the average iPhone user. 354 317 319 205 169 174 Overall, in the last 12 months, the 233 227 149 amount of data the average smartphone 127 user consumes per month has grown by 102 95 103 81 89%, from 230 MB in Q1 2010 to 435 MB Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 in Q1 2011. Android OS Apple iPhone Blackberry OS Windows Mobile Windows Phone 7 More than Talk: Action in Mobile Marketing 8
  • 9. Total Data Costs Drop 43% YOY Smartphone Data: Effective Cost per MB Q1 2010-Q1 2011, Total data charge/Data consumption Source: The Nielsen Company Perhaps more importantly, the amount the average smartphone user pays per unit of data has $0.14 $0.13 dropped by 43% percent in the last year, from 14 cents per megabyte $0.10 (MB) to 8 cents per MB, according $0.09 $0.08 to The Nielsen Company. Even as data usage has almost doubled, most users are paying around what they did a year ago for data – meaning a lower cost per unit of data consumed. Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 More than Talk: Action in Mobile Marketing 9
  • 10. Smartphones: 68% of Impressions Connected Device, Category Mix April 2011, % share Source: Millennial Media Combining smartphones, feature phones and connected devices, Millennial Media finds that smartphones accounted for more than two in three mobile impressions 16% onto the Millennial mobile advertising network in May 2011. Feature phones (17%) and connected devices (16%) were responsible for virtually equal shares. 16% 68% Within connected devices, mobile gaming devices and MP3 players combined to generate 70% of the connected device impressions, and tablets accounted for another 29%. Smartphones Feature Phones Connected Devices More than Talk: Action in Mobile Marketing 10
  • 11. Next Smartphone, Android or iOS? Desired OS of Next Smartphone 2010 v. 2011, % of consumers who plan to purchase new smartphone Nielsen data shows that Android has taken the lead on Apple iOS as Source: The Nielsen Company the most desired OS for consumers planning on getting a new smartphone in the next year. 31% of consumers desire the Android OS, narrowly beating the 30% who want iOS. About one-fifth remain 33% unsure. 31% 30% 26% 20% 18% 12% 11% 7% 6% 2% 1% Android iOS RIM BlackBerry Microsoft Windows Palm/WebOS Not sure Mobile July-Sept. 2010 Jan.-Mar 2011 More than Talk: Action in Mobile Marketing 11
  • 12. Android Gets Half of Recent Sales U.S. Smartphone Market Share, Recent Acquires March 2011, % of US mobile phone subscribers Source: The Nielsen Company Nielsen analysis indicates the dynamics around 1% desired future smartphone OS are already translating 2% 3% into sales. Half of those surveyed in March 2011 who 7% 15% indicated they had purchased a smartphone in the past six months said they had chosen an Android device. Another quarter of recent acquirers said they bought an iPhone and 15% said they had picked a Blackberry 24% phone. 48% RIM Blackberry OS Apple iPhone OS Android OS Microsoft Windows Mobile Linux Palm OS Symbian OS More than Talk: Action in Mobile Marketing 12
  • 13. Overall, Android Lead is Smaller U.S. Smartphone Market Share March-May 2011, % of US mobile phone subscribers Source: The Nielsen Company When Nielsen measures market share according to all mobile phone subscribers, Android continues to be the most popular smartphone OS with 38% percent of smartphone consumers 2% 2% 1% owning Android devices, Apple iPhone that has shown the most 2% growth recently. 9% 37% Android OS Apple iPhone OS 21% RIM Blackberry OS Windows Mobile Other Windows 7 Symbian OS Palm / Web OS 26% More than Talk: Action in Mobile Marketing 13
  • 14. Apple iOS Has More Share of All Devices Apple iOS v. Android OS across All Mobile Devices December-February 2011, Total base (000) / % of subscribers Source: comScore Despite the Android lead in smartphone market share, when examining the total reach of the Apple iOS platform, which resides on iPhones, iPads and iPod Touches, the combined platform reach of 37.9 234,000 million among all US mobile phones, tablets and other such connected media devices, outreaching the Android platform by 59%. Android platform has almost 23.8 million users across all devices. In addition, 14.2% of iPad users had Android phones. 16.2% 10.2% This report from comScore released in April 37,868 23,763 measured the two platforms across three months. Total subscribers Apple iOS Android OS More than Talk: Action in Mobile Marketing 14
  • 15. Breakdown of Non-Computer Traffic U.S. Non-Computer Device Traffic May 2011, % share Source: comScore A new service reporting on digital traffic by device, – including mobile phones, tablets, music players, e-readers, gaming devices, and other web-enabled devices – was launched by comScore in June. The 35.6% report aims to show activity of all mobile and non- computer devices by category. 23.5% 21.8% 7.8% 6.7% 2.4% 1.5% 0.6% 0.1% iPad Android Other tablet iPhone Android Other Feature iPod Touch Other tablet Smartphone Phone More than Talk: Action in Mobile Marketing 15
  • 16. Music Listening Up 14%, Surfing Up 6% Mobile Content Usage Dec. 2010-March 2011, 3-month average share In a detailed look at usage, comScore data shows that while using Source: comScore the text-messaging feature on a mobile device remains the most common mobile activity, listening to music had the highest growth rate, rising about 14% from December. In addition, browsers were used by 38.6% of subscribers (up 6%), while downloaded 68.0% 68.6% applications were used by 37.3% (up 8%). 38.6% 37.3% 36.4% 34.4% 27.3% 25.7% 24.7% 23.2% 17.9% 15.7% Sent text message Used browser Used downloaded Accessed social Played Games Listened to music to another phone apps networking site or on mobile phone blog 3 months ending Dec. 2010 3 months ending March 2011 More than Talk: Action in Mobile Marketing 16
  • 17. Mobile Social Networking Up 10% Mobile Content Usage Jan. 2011 v. April 2011, 3-month average share Source: comScore By the next month, the frequency of activities such as mobile social networking grew about 10% between January 2011 and April 2011. Twenty-eight percent of US mobile subscribers 68.1% 68.8% accessed a social networking site via mobile phone in April, compared to 25.3% in January. Mobile gaming also grew by about 10% in that period. 39.1% 37.8% 37.0% 35.4% 28.0% 25.3% 26.2% 23.7% 16.5% 18.0% Sent text message Used browser Used downloaded Accessed social Played Games Listened to music to another phone apps networking site or on mobile phone blog 3 months ending Jan. 2011 3 months ending April 2011 More than Talk: Action in Mobile Marketing 17
  • 18. All Growth Solid between 5%-10% Mobile Content Usage Feb. 2011 v. May 2011, 3-month average share Source: comScore In its next report of 3-month averages, comScore finds that mobile social networking is up another 7% for the period ending May 2011 (28.6%). Mobile games increased another 10%, and 68.8% 69.5% activities such as listening to music (6%) and using downloaded apps (up 5%) increased, too. There is little to suggest that the growth pattern would ebb. 38.3% 39.8% 38.6% 36.6% 28.6% 26.8% 26.9% 24.6% 17.5% 18.6% Sent text message Used browser Used downloaded Accessed social Played Games Listened to music to another phone apps networking site or on mobile phone blog 3 months ending Feb. 2011 3 months ending May 2011 More than Talk: Action in Mobile Marketing 18
  • 19. 76% Use Location Check-in Services Devices Used to Watch Video Content In total, 16.7 million mobile subscribers, including 12.7 March 2011, % of U.S. mobile phone subscribers million smartphone subscribers (76% of the smartphone Source: comScore owners), used location-based check-in, according to comScore. 36.6% 34.7% 33.7% Android accounted for the largest share, with about 37% checking-in, while about 34% of users checked in from an 27.1% iPhone. Apple having the highest representation relative to 25.5% its share of the total smartphone market. 22.0% 7.5% 2.0% 2.3% 4.3% 1.2% 2.8% Android RIM Apple Microsoft Palm Symbian % of Smartphone Users % of Check-In Service Users More than Talk: Action in Mobile Marketing 19
  • 20. Phone Video Viewing Equal with In-Car Devices Used to Watch Video Content May 2011, % of U.S. households Source: Consumer Electronics Association While television remains the most popular device for video content by a large margin, cell phones and smartphones are 93% currently used to watch video by 13% of households, on equal footing with car video entertainment, according to the Consumer Electronics Association (CEA). 49% It is worth noting that 31% of households view free video content on YouTube, and 13% 13% 11% another 27% use free online video providers such as Hulu. Television Computer (any Car video Cell phone or MP3 player type) entertainment smartphone More than Talk: Action in Mobile Marketing 20
  • 22. 123% Growth in Mobile Purchasing Consumer Trend in Mobile Purchases 2009-2010, % of consumers making 1 or more m-purchase Oracle and ATG research finds that three in Source: Oracle / ATG 10 (29%) US consumers have made at least one purchase via mobile device -- 123% more than the 13% of consumers in 41% 40% November 2009. 29% 40% of consumers age 18-34 had made a 27% mobile purchase as of December 2010, up 23% 23% 23% 74% from 2009. 27% of 34-54-year-old 17% consumers had made a mobile purchase 13% as of December 2010, an increase of 145% 11% 9% 7% from 11% 13 months earlier. November 2009 July 2010 December 2010 While only 17% of consumers 55 and older had made a mobile purchase in 2010, it‟s 18-34 35-54 55 and older Overall up 142% from 7% recorded in 2009. More than Talk: Action in Mobile Marketing 22
  • 23. Mobile Banking, Navigation to Grow Consumer Mobile Platform Activities 2010 v. 2011, % of respondents Source: TNS Mobile Life Download ringtones 29 26 Download caller tunes 24 23 Download graphics 23 22 Download music 21 22 Download apps 16 20 Download games 17 19 Mobile social networking, along with Social networking 12 19 banking and navigation, are poised Stream music 17 for strong year-over-year global Watch social video 10 15 Mobile banking 9 14 growth in 2011, according to a white Navigation 8 13 paper from TNS Mobile Life. from Location services 9 12 “The Holistic Portfolio” indicates the Blogging 8 12 Download TV/video 11 12 percentage of global mobile Watch TV live 9 12 subscribers performing social Subscriptions 9 12 networking should rise about 58% Stream TV/video 11 Mobile wallet 6 10 this year, from 12% to 19%. Speech to text 9 2010 2011 More than Talk: Action in Mobile Marketing 23
  • 24. Device “Look” and Brand are Influential Mobile Purchase Influencers in Mature Markets May 2011, % of respondents Source: TNS Mobile Life The TNS report also found that across Brand of handset 44% global markets, headset brand is considered an important purchase factor by the highest Model of handset 38% percentage of consumers. In developing Look and feel of device 53% markets, the brand had much more importance -- cited by 86% of consumers in Operating system 32% emerging Tier II markets and 70% of Input method 41% consumers in emerging Tier I markets. Access new features/services 31% Only 44% of consumers in mature markets Accessories available 19% consider this a top criteria. Consumers in Brand of network mature markets are more likely to consider provider 27% look and feel of device, with 53% indicating Content and applications 32% that this is a top purchase influencer. More than Talk: Action in Mobile Marketing 24
  • 25. Tablets Users are Online Shoppers Online Shopping via Mobile Device May 2011, % of respondents A study from the etailing group and Coffee Table, “The „Shopping Mindset‟ of the Source: etailing/Coffee Table Mobile Consumer,” indicates that tablet users are more likely than smartphone users to engage in online buying and/or browsing on a daily, weekly, several times per month, and monthly basis than smartphone users. 25% 24% 19% 19% 17% 16% 15% 12% 11% 10% 10% 9% 7% 6% Daily Weekly Several times per Once a month 4 or more times Less than 4 times Never month per year per year Smartphone Tablet More than Talk: Action in Mobile Marketing 25
  • 26. Tablet Owners Make More Purchases Online Purchases via Mobile Device May 2011, % of respondents making a purchase in past six months Source: etailing/Coffee Table Tablet users are more likely than smartphone users to say they have made three to five, six to 10, and more than 10 online purchases in the last six months. Smartphone users are slightly more likely to have made one purchase in the last six months and 64% more likely to have made no online purchases (36% compared to 22%). 39% 36% 30% 22% 18% 15% 12% 12% 9% 7% None 1 2-5 6-10 >10 Smartphone Tablet More than Talk: Action in Mobile Marketing 26
  • 27. Half Make Purchases with a Smartphone Consumer Smartphone Usage May 2011, % of respondents Source: Prosper Mobile Insights 81% of smartphone users have used their Texting 21.6% smartphone to browse or look for products Internet 16.7% or services and 50% have made a Email 15.7% purchase with their smartphone, according to research from Prosper Mobile Insights. Call 7.8% Additional marketing-based activities are GPS 6.9% even more popular, including receiving special offers by text message (54%) or Facebook 5.9% scanning a QR code, about 58%. Apps 4.9% News 2.0% Bluetooth 2.0% Calendar 1.0% More than Talk: Action in Mobile Marketing 27
  • 28. 25% Would Pay for Groceries Smartphone as Payment System Q1 2011, % of respondents Source: Compete The adoption of NFC-equipped (near field communication) mobile phone will substitute for the use of a credit card or debit card. Twenty-five percent of 25% consumers said they would be likely to buy 21% groceries via mobile phone, according to 20% 19% Compete data. 14% 14% Respondents would also buy clothes (21%), pay a bill (20%) or buy a coffee (19%). Groceries Clothes Phone bill at Coffee Sofa at Taxi ride at at retailer a wireless at local shop a furniture supermarket store store More than Talk: Action in Mobile Marketing 28
  • 29. Security of Mobile-Pay a Big Concern Smartphone as Payment System Q1 2011, % of respondents Source: Compete Use my mobile phone for 58% communication only Consumers who said they were not likely to use their phone for payments cited personal Concerned about security 56% preferences and concerns about security as Concerned about losing phone and someone else accessing 52% reasons. 58% preferred to only use their my bank account mobile phone for communication (calls, email, Concerns about hidden fees 39% or text) while 56% indicated they were concerned with the security of using the Concerns about a dead battery 27% meaning no payments phone for payments (more than one answer permitted) and 52% were concerned about Preference to pay with cash 26% security if they lost their phone. Not sure if I will need a data 21% plan to use the technology I do not carry mobile 17% phone at all times More than Talk: Action in Mobile Marketing 29
  • 30. Mobile Browsing In-store Grows 78% In-store Mobile Product Browsing 2009-2010, % of US consumers Overall, the percentage of US consumers who use mobile devices to browse Source: Oracle / ATG and research products while in a physical store grew 78% from 2009 to 2010. 48% of consumers browsed and researched products via mobile in 2010, compared to 27% in 2009. The activity is more popular with younger consumers were more apt to browse and research in-store, although older consumers had a higher year-over-year growth rate. 60% 55% 48% 44% 41% 39% 36% 37% 27% 23% 22% 19% 18-34 35-54 55 and older Overall Nov. 2009 July 2010 Dec. 2010 More than Talk: Action in Mobile Marketing 30
  • 32. Men Double Mobile Purchasing Y-o-Y Mobile Purchases by Men 2009-2010, % of men making 1 or more m-purchase Source: Oracle / ATG 32% of men had made a mobile purchase in December 32% 29% 2010, double the 16% who had done so in 2009. A substantial portion of this growth had occurred by July 16% 2010, when 29% of men had made a mobile purchase. in-store in December 2010, compared to 27% in November 2009 July 2010 December 2010 November 2009. Mobile Browsing by Men Oracle/ATG found that men actually browsed and Source: Oracle / ATG researched products via mobile device while in-store at a rate slightly higher (51%) than the overall average in 51% 45% December 2010. In November 2009, 30% of men 30% performed this activity, giving them a 70% growth rate about 10% below the overall average. November 2009 July 2010 December 2010 More than Talk: Action in Mobile Marketing 32
  • 33. Fewer Women Purchase, Browse Mobile Purchases by Women 2009-2010, % of women making 1 or more m-purchase Source: Oracle / ATG While a smaller percentage of women than 26% men had made a mobile purchase as of December 2010 – only 26% compared to 32% 16% of men -- their growth rate since 2009 was 10% higher at 160%. November 2009 July 2010 December 2010 The December 2010 in-store browsing rate among women (44%) was almost 10% lower Mobile Browsing by Women Source: Oracle / ATG than the overall average. However, women‟s growth rate in this activity since November 44% 2009 was about 83%, slightly ahead of the 30% overall growth rate. 24% November 2009 July 2010 December 2010 More than Talk: Action in Mobile Marketing 33
  • 34. Both Genders Clicking More Ads Mobile Ad CTR, by Gender, Income April-May 2011, % of total users Data from Jumptap‟s STAT report suggests that while its network reaches an even Source: Jumptap split of men and women, men are more likely to click on ads. Click-through for both genders increased by about 5% since last month. Not surprisingly, household income has the most impact on mobile ad click-through rates. 1.01% 0.83% 0.50% 0.47% 0.37% 0.32% 0.29% 0.31% Male Female Under $50K Over $50K CTR April data CTR May data More than Talk: Action in Mobile Marketing 34
  • 35. Hispanics Have Higher Mobile Use Mobile Device Use by Hispanics April 2011, % of respondents, n=24,754 A report from BIGresearch Source: BIGresearch Simultaneous Media Usage (SIMM17) finds that Hispanic US adults are more 4% 6% likely to regularly use several new 3% 5% 4% 22% mobile devices than overall adults. For 9% 37% example, 18.6% of Hispanic adults use 11% 42% 73% a Blackberry, 37% more than the 13% 52% 13% 13.6% of overall adults who do so. 10% 32% Hispanic adults are also 59% more 13% 28% likely than overall adults to use an iPad 45% 29% 13% (7.8% compared to 4.9%). Other 23% 12% 7% 5% regular use discrepancies exist in Email: Email: Non- Facebook: Facebook: Non- Twitter: usage rates of iPhones (Hispanics 59% Smartphone smartphone Smartphone smartphone Smartphone owners owners owners owners owners more likely to regularly use) and Droids (Hispanics 64% more likely to use). Constantly during the day Daily Weekly Less often Never More than Talk: Action in Mobile Marketing 35
  • 36. Hispanics Search More via Mobile Mobile Device Use for Internet Search April 2011, % of respondents, n=24,754 Source: BIGresearch About one-quarter (26.3%) of Hispanic adults regularly search the internet via cell phone, 78% more than the 14.8% of 26.3% overall adults. In addition, a 73% difference exists in 16.8% regular use of Droid for internet search. 14.8% 13.5% And while only 7.6% of Hispanic adults 12.8% regularly use an iPad for internet 9.6% 7.8% 8.0% search, that figure is still 65% higher 7.6% than the 4.6% of overall adults. Large 4.6% discrepancies also exist in rates of iPhone iPad Droid Cell phone Blackberry using iPhone and Blackberry devices for % of adults % of Hispanics internet search. More than Talk: Action in Mobile Marketing 36
  • 37. Growing Up Digital, Kids Impact Usage Internet Use by Household Income April 2011, % of households High income US households represent a larger Source: The Nielsen Company percentage of the overall US internet universe, according to “The New Digital American Family” from Nielsen. Households earning $75,000 or more in 17% 16% annual income represent 17% of the internet universe, a figure 30% larger than the 13% of total 13% US population they represent. 12% 11% Interestingly, middle class households with children 8% younger than 18 earning $50,000 to $74,999 also use more internet. They constitute 11% of the internet universe, a 37.5% larger figure than the 8% of the total US population they represent. Households with children younger than 18 earning less than $50,000 <$50,000 $50,000-$74,000 $75,000+ annually use the internet at a 33% higher rate than % of US population % of US internet universe their share of US population (16% compared to 12%). More than Talk: Action in Mobile Marketing 37
  • 38. Families, Young Adults Equal Boomers Current Family Marketplace April 2011, % of households Source: The Nielsen Company Overall, Nielsen finds that one-third of households have children. And while the largest single share of the US family 33.6% marketplace is comprised of Baby Boomers and 49.3% older generations (born in 1964 or earlier) without children -- who represent 49% of all households – the “wired with children” set and the young adults who have not yet (presumably) settled down, make 17.2% up a slightly bigger share of the US marketplace. Baby Boomer & older, no kids Generation X & younger, no kids Households with kids More than Talk: Action in Mobile Marketing 38
  • 39. Mobile Shoppers are Young, Wealthy Mobile Retail Users, by Income 2010 Study, % of audience In terms of mobile impact and adoption of Source: Millennial Media, comScore what‟s new, mobile retail users skew 34% younger and wealthier than the general mobile audience, according to data from “Mobile Intel Series: Retail” from 27% Millennial Media and comScore. 23% 21% 20% 18% 34% of mobile retail users earn $100,000 16% 16% 15% or more annually, and 18% of mobile users earn $75,000 to $99,000. 11% About the same percentage of mobile retail users (21%) as overall mobile users <$25K $25K to $50K $50K to $75 $75K to <$100K $100K+ (20%) earns $50,000 to $74,000. Below Total mobile audience Mobile retail users this income bracket, overall mobile users have a larger share. More than Talk: Action in Mobile Marketing 39
  • 40. Young React More Frequently to Ads Reaction to Mobile Advertising, by Age Q1 2011, % of audience Source: The Nielsen Company Mobile advertising is increasingly Age 13- 13% 45% 42% finding its way into mobile apps, and 17 currently teenagers are much more Age 18- receptive than their elders.58% of 6% 40% 54% 24 teens say they “always” or sometimes” look at mobile ads, Age 25- 8% 35% 57% according to Nielsen‟s "State of the 34 Media: Trends in Advertising Spend Age 35- and Effectiveness, Q1 2011." 7% 35% 58% 44 Age 1% 27% 72% 55+ I always look at it I sometimes look at it I never look at it More than Talk: Action in Mobile Marketing 40
  • 41. 61% of m-Retail Shoppers are under 35 Mobile Retail Users, by Age 2010 Study, % of audience Source: Millennial Media, comScore The highest percentage of mobile retail users, 36%, are between the ages of 36% 25-34, while 22% of mobile retail users are 18-24, and 5% are 13-17. In total, almost two-thirds (63%) of mobile retail users are younger than 35. 22% 21% 18% 18% 18% 13% 13% 12% 11% 8% 5% 2% 4% 13-17 18-24 25-34 35-44 45-54 55-64 65+ Total mobile audience Mobile retail users More than Talk: Action in Mobile Marketing 41
  • 42. 13.1 Million Mobile Consumers Mobile Retail Users, by Access Method 2010 Study, Audience in millions Source: Millennial Media, comScore In total, 13.1 million consumers perform mobile retail. Of those, almost 63% (8.2 million) use their mobile browser. Another 13.1 32% (4.2 million) use SMS text messaging, while 24% (3.2 million) use an app. About 42% use mobile devices for research. 8.2 Actual purchasing via mobile devices is performed by 38% of mobile consumers, while 29% do comparison shopping. 4.2 3.2 Total Browser SMS App More than Talk: Action in Mobile Marketing 42
  • 43. Younger Shoppers Recommend via SMS Method of Product Recommendation The Colloquy 2011 “Word of Mouth” study found that how shoppers 2011 Study, % of respondents Source: Colloquy communicate is impacted by mobile devices. 58% of young adults recommend products via social networking communities while 35% of the general population do so. A lower percentage of young adults (48%) 84% recommends products via SMS mobile messaging, but this figure is about 77% 150% more than the 19% of the general population. 70% 58% 56% 53% 50% 50% 48% 36% 35% 36% 22% 19% 18% 19% 19% 17% 14% 14% 12% 5% Face-to-face Email Landline Cell phone SocNets Instant Mobile Company Product Personal Microblog messenger messaging website reviews/ blogs Shopping sites Young adults General Population More than Talk: Action in Mobile Marketing 43
  • 45. Marketing Spend to Reach $56.5 Billion U.S. Mobile Marketing Spend 2010 v. 2015, US$ millions The total amount of money spent by US Source: Mobitrove marketers on mobile advertising and promotions will reach about $56.5 billion by 2015, according $40,731 to Mobitrove. That expected figure is more than six times the almost $9.3 billion spent on mobile advertising and promotions in 2010. By 2015, Mobitrove forecasts total US mobile $15,795 marketing spend will be tilted even more in favor of advertising. Projections indicate mobile advertising spend will reach close to $41 billion, $3,002 $6,272 while mobile promotions spend will only total about 15.8 billion. This means marketers will 2010 2015 spend about 2.5 times as much on mobile Advertising Promotions advertising in 2015. More than Talk: Action in Mobile Marketing 45
  • 46. Local Mobile Ads: 51% Share by 2015 Local vs. National Ad Spend in Mobile 2010-2015, US$ billions Source: BIA/Kelsey In a more conservative forecast, BIA/Kelsey says that total US mobile ad spending will grow from $790 million in 2010 to $4 billion in 2015. The local portion of that total is projected to $2.84 increase from $404 million to $2.8 billion. $2.03 Among the drivers of mobile ad revenue $1.40 growth are smartphone penetration, $0.99 $0.89 mobile web usage and related increases $0.40 $1.22 $0.92 in ad inventory. $0.61 $0.73 $0.39 $0.49 2010 2011 2012 2013 2014 2015 National Local More than Talk: Action in Mobile Marketing 46
  • 47. 1,342% Growth in Retail, Restaurants Verticals Growth in Mobile Campaigns Q1 2010 v. Q1 2011, % growth Source: Millennial Media Six verticals experienced triple-digit growth – or greater – year-over-year according to Millennial Media's Q1 2011 report released in June. 1342% Health: Fitness & Wellness is a newcomer on a ranking of top advertising verticals. This is an indication that advertisers in new verticals are starting to take a keen interest and to heavily invest in creating a mobile presence. 723% 379% 242% 183% 130% Retail & Automotive Finance Telecomm Health: Fitness Education Restaurants & Wellness More than Talk: Action in Mobile Marketing 47
  • 48. 92% of Ad Spend at National Level U.S. Mobile Marketing: Advertising 2010 Totals, US$ millions Source: Mobitrove Looking at total US mobile advertising spend $6,272 in 2010, it becomes clear that last year, $5,767 marketers focused the vast majority of their dollars on national campaigns. Out of roughly $6.3 billion spent in total, about $5.8 billion was allocated toward national advertising and only about $500 million on local advertising. This means roughly 92% of all mobile $505 advertising dollars were spent at a national level. Local National Total More than Talk: Action in Mobile Marketing 48
  • 49. $100M for Local Mobile Promotions U.S. Mobile Marketing: Promotions 2010 Totals, US$ millions Source: Mobitrove Total US mobile promotional spend in $3,002 2010 shows an even more pronounced $2,897 focus on national, rather than local, campaigns. Almost $2.9 billion of $3 billion was spent on national promotions. This means about 97% of mobile promotional dollars spent in 2010 went toward national campaigns. $106 Local National Total More than Talk: Action in Mobile Marketing 49
  • 50. 43% of Marketers Using Mobile Channel Mobile Marketing Adoption May 2011, % of respondents Source: Unica 43% of marketers currently use mobile technology, according to a study from Unica, “The State of Marketing 2011.” Another 25% plan to do so within the next 12 months, and 16% plan to do so in more than 12 months. Only 15% of marketers have no 43% plans to use mobile technology. 25% 16% 15% Current activity Planned activity Planned activity No plans (next 12 months) (>12 months) More than Talk: Action in Mobile Marketing 50
  • 51. 128% Growth in Campaigns over 2 Years Category Share in Mobile Display Ads 3-month average share ending March 2011, US mobile subscribers Source: comScore Research from comScore estimates that 689 advertisers used mobile display advertising campaigns to reach Used Browser 19.1% consumers, up 128% from two years prior. Mobile content and publishing contributed Used App 15.9% to half of all products advertised on mobile device. 26% of mobile display advertisements were for consumer Saw ad on web discretionary goods, IT accounted for 7%, 5.0% or within App and financial services accounted for 6% of mobile display ads. Responded to SMS 3.5% ad More than Talk: Action in Mobile Marketing 51
  • 52. Smartphone Owners See 5x More Ads Smartphone, Feature Phone Service Penetration 3-month average share ending March 2011, US mobile subscribers Source: comScore Smartphone users were also far more likely to see web or in app ads (27.5% compared to 5% of 85.0% feature phone users) due to their heavier usage of 82.3% mobile browsers and applications. Smartphone users were also about twice as likely to respond to SMS ads (7.7% compared to 3.5%). This is consistent with the data showing that smartphone users are employing their browsers and apps at a rate four to five times that of feature phone users. 19.1% 27.5% 15.9% 5.0% 3.5% 7.7% Used Browser Used App Saw ad on web Responded to SMS ad or within App Feature phone Smartphone More than Talk: Action in Mobile Marketing 52
  • 53. 30% of Campaigns Focused on Leads Mobile Advertiser Campaign Goals April 2011, % of campaigns Source: Millennial Media With the growing sophistication of handsets, mobile advertisers are already creating a more sophisticated 3% goal set for mobile campaigns. 30% of the mobile ad 8% campaigns were run in order to generate leads, followed by sustained in-market presence as the advertiser goal 30% of 29% of mobile advertisers. 13% Advertisers in another 17% of the campaigns had a goal of launching or releasing a product, and 13% of the 17% campaigns had an advertiser goal of brand awareness, according to Millennial Media‟s April 2011 SMART 29% Report. Lead Gen/Registrations Sustained in-market presence Product launch/release Brand awareness Increased foot traffic Site Traffic More than Talk: Action in Mobile Marketing 53
  • 54. Apple iOS Has Double CTR of Android Click-Through Rates by Mobile OS May 2011, % of users Source: Jumptap Apple‟s iOS sees the highest click-through-rate with the 0.72% 0.67% ads run on iOS devices have almost double the CTR (.72%) of those on Android devices (.41%), according to 0.41% 0.41% 0.41% the Jumptap STAT. This is despite the fact that Android 0.32% is leading in overall market share. Android iOS Blackberry Symbian webOS Other More than Talk: Action in Mobile Marketing 54
  • 55. 26% Drive to App Downloads Mobile Advertiser Campaign Destination Goals April 2011, % of campaigns Source: Millennial Media Almost half of mobile campaigns on the Millennial network were driving traffic to a website, while 49% 26% sent users to the an app download page. The last quarter were aiming to send traffic to a custom landing page. 26% 25% Traffic to site Application download Custom landing page More than Talk: Action in Mobile Marketing 55
  • 56. Mobile-Social Action Mix Up 39% M-o-M Post-Click Action Campaign Mix Mobile-social media experienced growth of 39% month-over- April 2011, % of campaigns Source: Millennial Media month, reported Millennial Media, with a 17% share of the post-click campaign action mix in April. Telecom, 42% entertainment, and retail advertisers utilized mobile-social as a 40% post-click campaign action to acquire social media followers and gather feedback on new movie releases and new product 32% launches. 24% 19% 17% 15% 13% 12% 11% 2% Application Enroll/join m-commerce Place call Retail Site Mobile- Store Subscribe View map Watch download promotion search social media locator video More than Talk: Action in Mobile Marketing 56
  • 57. SocNet Convergence Higher from Twitter Social Media Usage by Location June 2011, % of respondents Twitter users are more likely to perform social networking via mobile device than Source: Compete users of Facebook or LinkedIn, according to Compete. 43% of Twitter users access via phone and 9% access via tablet. In contrast, 34% of Facebook users and only 9% of LinkedIn users access social networks via phone, while 7% of 98% 98% Facebook users and 4% of LinkedIn users employ a tablet. 92% 43% 34% 4% 9% 7% 9% Desktop Phone Tablet Facebook LinkedIn Twitter More than Talk: Action in Mobile Marketing 57
  • 58. Targeted Ads Up; Local at 56% Mobile Campaign Targeting Mix April 2011, % of campaigns Source: Millennial Media Targeted-audience campaigns -- local market, demographic, and behavioral audience -- grew 23% 10% month-over-month, 48% of campaigns. 48% 34% Of those targeted campaigns, 56% 52% 56% targeted a local market, while 34% targeted a demographic and only 10% targeted a behavioral Local market Demographic audience. Behavoral audience Broad reach Targeted audience reach More than Talk: Action in Mobile Marketing 58
  • 59. Impressions: Android– 53%, iOS– 28% Device OS Mix April 2011, % of campaigns Source: Millennial Media Device Impression Share Smartphone OS Mix 1% 1% 1% Smartphones represented 68% 16% of the connected device 16% impressions on the Millennial Media network. Of smartphones on the Millennial 16% 68% 53% network, the two most popular 28% platforms by share of impressions were Android (53%) and iOS (28%). Android iOS Smartphones RIM Other Feature Phones Symbian Windows Mobile Connected Devices More than Talk: Action in Mobile Marketing 59
  • 60. By Branded Carrier, Verizon Has 19% Device Carrier Mix April 2011, % of campaigns Source: Millennial Media A combination of various Wi-Fi providers was the carrier with the largest share of devices on the Millennial network at 29%. Verizon followed with 19%, while Sprint-Nextel held 11% and 29% AT&T and T-Mobile held 10% each. 19% 11% 10% 10% 5% 5% 2% 3% Wi-Fi Verizon Sprint- AT&T T-Mobile Metro Cricket Other Boost Nextel PCS Mobile More than Talk: Action in Mobile Marketing 60
  • 61. By Manufacturer, Apple Has 33% Top Manufacturers of Mobile Devices April 2011, % of campaigns Source: Millennial Media Apple, including iPhone, iPad and iPod Touch, represented 32% of impression share by device manufacturer in April. Samsung is the no. 2 device, followed by HTC and RIM. As well, the report found that the Apple iPhone was the most popular mobile phone on the Millennial network in April, responsible for about 20% of all impressions. This was four times the 32.8% impression share of the no. 2 mobile phone, Blackberry Curve (5%). 15.6% 11.7% 10.6% 9.8% 6.4% 2.3% 1.7% 1.0% 0.8% Apple Samsung HTC RIM Motorola LG HUAWB Nokia Sanyo SonyEricsson More than Talk: Action in Mobile Marketing 61
  • 63.
  • 64. Data Partners Our data partners for the 2011 “More than Talk: Action in Mobile Marketing” are: BIA/Kelsey • BIGresearch • Colloquy • Compete • comScore • Consumer Electronics Association • etailing / Coffee Table • Jumptap • Millennial Media • Mobitrove • Oracle / ATG • Prosper Mobile Insights • The Nielsen Company • TNS Mobile Life • Unica At MarketingCharts, we consistently follow and locate new data sets from our partners in order to publish the most relevant resources for our readers, including our daily data partners at MarketingCharts.com that are also feature in this report: MarketingCharts.com is part of the Watershed Publishing network of business-to-business online trade publications. More than Talk: Action in Mobile Marketing is from Watershed Publishing‟s Data Insights series. Please contact Sarah Roberts at sarah@watershed-publishing.com to become a sponsor of a Data Insights package. 64