Educational webinar about how marketers can use apps to reach new generatons of consumers. Data from proprietary study of app usage sponsored by The Weather Channel.

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a Mobile Marketer webinar January 27, 2011

2. Moderator:
Dan Butcher, Mobile Marketer
Panelists:
Paul Borgese,
Director of Research & Insights, The Weather Channel
Sheila Buckley
SVP Sales, The Weather Channel Digital and Mobile
Kathryn Koegel
Chief of Insights, Primary Impact
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a Mobile Marketer webinar January 27, 2011

3. “Like having life in your pocket.”
Steve Jobs
at the introduction of the iPhone
January 9, 2007
“2010 will be a watershed year in the
ascension of mobile devices as strategic
platforms for commercial and enterprise
developers as over 1 billion access the
Internet, iPhone apps triple, Android apps
quintuple, and Apple's „iPad‟ arrives.“
IDC
December 3, 2009
“10 billion apps downloaded.”
Apple
January 22, 2011
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a Mobile Marketer webinar January 27, 2011

4. All adults
82% use cell phones
35% have apps
24% use apps
Source: Pew, September „10 extrapolated to total cell phone population figures from Nielsen
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a Mobile Marketer webinar January 27, 2011

5. • Higher on chart = more female
• Further to right = older
• Size of bubbles = # of users
Demographics of Mobile Media Activities
60%
Purchased Ringtone
55%
Made Own Ringtone Social Networking
Ringback
Unlimited Data Plan
50% App
% Female
Listened to Music Mobile Media
Played Games
45% Purchased Game
Browser
40% Email
35%
25 26 27 28 29 30 31 32 33 34 35
Median Age
comScore MobiLens, Three month average ending September 2010
a Mobile Marketer webinar Country: US, N=32,044
January 27, 2011

6. MORE AFFLUENT MORE URBAN, EDUCATED,
PROFESSIONAL
ENGAGED WITH CONTENT
YOUNG AND MOBILE
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a Mobile Marketer webinar January 27, 2011

7. Among the top 5
most
downloaded
apps on
platforms,
including the
iPad
–
1/6 of all iPads
have The
Weather
Channel app
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a Mobile Marketer webinar January 27, 2011

8. iPad Weather Channel Usage 2010 Growth
2,500,000 40,000,000
35,000,000
UV & Cumulative Downloads
2,000,000
30,000,000
25,000,000
Page Views
1,500,000
20,000,000
1,000,000
15,000,000
10,000,000
500,000
5,000,000
0 0
Apr May Jun Jul Aug Sep Oct Nov Dec
iPad App UV iPad App Downloads iPad App PVs iPad Device PV on weather.com
Source: TWC Omniture full year stats
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a Mobile Marketer webinar January 27, 2011

9. Top Genres for Mobile Application Usage
Weather 25.8%
Maps 23.8%
Social Networking 20.0%
Personal Email 17.1%
Search 13.8%
News 12.2%
Sports Information 10.1%
Work Email 9.2%
Restaurant… 8.9%
Movie Information 8.5% Location Based Services
Traffic Reports 8.2% Email
Entertainment News 8.1% Other
Bank Accounts 8.1%
Photo or Video… 8.1%
Stock Quotes or… 7.1%
Tech News 5.6%
Business Directories 5.6%
Gaming Information 4.9%
General Reference 4.7%
Television Guides 4.7%
0% 5% 10% 15% 20% 25% 30%
Source: comScore: Three month average ending September 2010
a Mobile Marketer webinar Country: US, N=32,044
January 27, 2011

10. • A download is an important expression of consumer interest
• Downloads do NOT equate to usage: people have apps on their
phones they do not use.
• 75% of apps are deleted within 90 days of the download (Flurry 7/10)
• 35% active user base is good according to app developers
• Marketers need to look at actual monthly usage figures in order to
calculate potential reach of an audience for a campaign
• Where can you get these figures?:
• Analytics sources like Omniture, Webtrends and Flurry: ask the App!
• comScore and Nielsen release monthly reports on app usage from their panels –
and can tell you demography as well
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a Mobile Marketer webinar January 27, 2011

11. 1. What makes an app become part of someone‟s regular media
habit?
2. How do consumers value the various types of apps they have
downloaded?
3. What is the difference between a Weather app user and users of
other apps?
4. What does connection to an app mean to an advertiser?
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a Mobile Marketer webinar January 27, 2011

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13. SURVEY METHODOLOGY
2,886 1,146 have 894 have 509 have
recruited on phones that are actually downloaded
weather.com capable of downloaded or The Weather
downloading used apps on Channel App on
apps their phone their mobile phone
a Mobile Marketer webinar January 27, 2011

14. TYPE OF PHONE OWNED
Apple is dominant for usage but BlackBerry and Android also rank
All App Users TWC Mobile App Users
Other
18% Blackberry
Other Blackberry 24%
25% 26%
Android
21%
Android
19% iPhone iPhone
30% 37%
Q. Indicate which of the following you own:
N= 509 TWC Mobile App Users
N= 894 All App Users
a Mobile Marketer webinar January 27, 2011

15. 45% HAVE HAD A PHONE THAT
DOWNLOADS APPS FOR LESS THAN A YEAR
Dynamic nature of the market
Q. How long have you had a phone that could download Apps?
Less than 1 year More than 1 year
26%
23%
22% 26%
22%
21%
19%
17%
13%
12%
TWC Mobile App users
All App Users
Less than 6 months 1-2 years 2-3 years 3 years plus
6 months to 1 year
N= 509 TWC Mobile App Users
N= 894 All App Users
a Mobile Marketer webinar January 27, 2011

16. APPS RANKED BY FREQUENCY OF USAGE
Weather is more frequently used than search or maps by all app users
Q. How often do you use the following apps? Check all that apply.
Frequently/Very
81% Often
TWC Mobile
63% 65% App Users
61%
56%
52% 54% All App Users
46%
42%
38% 36%
36% 34% 35% 33%
29%
22%
19%
Weather Search Maps News Social Sports Games Entertainment Banking
Networking
N= 509 TWC Mobile App Users
N= 894 All App Users
a Mobile Marketer webinar January 27, 2011

17. FREQUENT USAGE AMONG MEN AND
WOMEN
• Social networking and games more frequently used by women than men
• Sports, banking and maps skew more male
Q. How often do you use the following apps? Check all that apply.
82% Frequently/Very
78%
Often
65% 67%
64%
Male Female
53% 54% 54% 53%
43%
40%
36% 36%
33% 33%
24% 25%
18%
Weather Maps Search News Sports Social Entertainment Games Banking
Networking
N= 509 TWC Mobile App Users: 324 Males, 185 Females
a Mobile Marketer webinar January 27, 2011

18. FREQUENT USAGE AMONG
PROFESSIONALS
Professionals more likely to access news than other demos; weather
still ranks highest
Q. How often do you use the following apps? Check all that apply.
81% Frequently/Very
Often
TWC Mobile App
63% 62%
58% Users Professionals
45%
36% 33%
28%
11%
Weather Search News Maps Sports Social Entertainment Games Banking
Networking
N= 141 TWC Mobile App Users are Professionals (Occupation: Executive/Managerial/Professional)
a Mobile Marketer webinar January 27, 2011

19. FREQUENT USAGE AMONG 18-34 YR OLDS
Social networking and games more important than for other demos;
weather ranks highest for usage
Q. How often do you use the following apps? Check all that apply.
Frequently/Very
82% Often
66% 66%
62% TWC Mobile App
Users 18-34 yr olds
51% 49%
44%
35%
25%
Weather Search Social Maps News Games Entertainment Sports Banking
Networking
N= 270 TWC Mobile App Users age 18-34
a Mobile Marketer webinar January 27, 2011

20. HOW FREQUENT IS FREQUENT?
57% use TWC Mobile app at least once a day
How often do you use TWC app?
Less than
once a week
10%
Once a week
7%
More than +66%
once a day 18 - 34
33%
57%
Every few
days
25% Once a day
24%
Q. How often do you use The Weather Channel app?
N= 509
a Mobile Marketer webinar January 27, 2011

21. WHY DO YOU USE?
Checking major weather, next day weather and before holiday travel are the top
occasions that influence the use of The Weather Channel app
Q. What occasions typically influence your desire to use The Weather
Channel app? Check all that apply.
79%
67%
55% 53% 53%
39% 36%
28%
When a major In the evening Before leaving On Fridays Before work On Sundays Before leaving Before
weather event to determine on holiday to determine to determine to determine on business you go home
is happening next day travel weekend clothing choices weekday travel from work
weather weather weather
N= 509
16% not included on chart answered “other”
a Mobile Marketer webinar January 27, 2011

22. THOSE STYLISH 18 – 34 YEAR OLDS…
14 point increase over average weather app user for determining clothing choices
Q. What occasions typically influence your desire to use The Weather
Channel app? Check all that apply.
80%
18-34 yr olds
75%
67%
61%
48%
45%
33%
29%
When a major In the evening Before work On Fridays Before leaving On Sundays Before Before leaving
weather event to determine to determine to determine on holiday to determine you go home on business
is happening next day clothing choices weekend travel weekday from work travel
weather weather weather
N= 270
9% not included on chart answered “other”
a Mobile Marketer webinar January 27, 2011

23. VALUE OF THE WEATHER CHANNEL APP
18-34 year olds +5 points for using the app to make decisions on commuting,
clothing and travel
Q. Compared to other apps on your phone, how much do you value The
Weather Channel app?
All TWC Mobile Apps Users
18-34 year olds
80%
74% 75% 73% 74%
72%
66% 68%
All TWC Mobile App
Users vs. 18-34
Year Olds
It is more important to me than I rely on The Weather Channel app The Weather Channel apps is I intend to continually use The
other apps since it provides to make decisions for commuting, among my mose valued apps Weather Channel app more than
valuable information clothing and travel; other apps other apps I have
tend to be for entertainment
purposes
N= 509 All TWC Mobile Apps Users
N=270 18-34 year olds
a Mobile Marketer webinar January 27, 2011

24. PAID OR AD SUPPORTED?
• 59% prefer having ads run to support the app vs. paying a fee
• 37% wouldn’t mind a one time nominal fee
Q. Apps typically are either paid for by the users or supported by the
revenues from advertising on the apps. Which of the following business
models would you prefer to see The Weather Channel use?
Charge users a
Have ads run to one time, nominal
support the app fee for
59% downloading the
app ($1.99 or less)
37%
Charge users
based on how
often they use the
app (those who
use the app most
are charged a
nominal fee of
$1.99 a month or
less)
4%
N= 509
a Mobile Marketer webinar January 27, 2011

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29. Continental Airlines targets consumers in New NJ Transit targets consumers in the
York City DMA state of NJ
a Mobile Marketer webinar January 27, 2011

30. LL Bean ads
targeting ZIP codes
Starbucks ads with “Young
targeting ZIP codes with Accumulators”
professionals and “Young
Achievers”
a Mobile Marketer webinar January 27, 2011

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36. Opening page featuring Rich Media 300x250 ad
“sponsored by Toyota” video interstitial on iPad App
a Mobile Marketer webinar January 27, 2011

37. • Introducing
• Open Rich Media Mobile Advertising SDK
• Initiative created by The Weather Channel Mobile, Crisp Wireless
and TringApps among others
• Create a standard for rich media so that it works regardless of
platform (iPhone, Android, WinMo, Blackberry etc.)
• Lessens the coding necessary on the part of agency creatives and
publishers running it
• For more info or to get involved: www.ormma.org
a Mobile Marketer webinar January 27, 2011

38. 36%
Online Norms Mobile Norms TWC Mobile Norms
22% 21%
12%
8%
5% 6% 6% 5% 6%
3% 4% 3%
2% 2%
Aided Awareness Ad Awareness Brand Favorability Consideration Message
Association
Figures represent comparisons in deltas among Insight Express Online Norms as of 6/29/10, Dynamic Logic Norms 4/07-12/09 and TWC Mobile norms 4/07-12/09.
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a Mobile Marketer webinar January 27, 2011

39. Mobile Norms
61%
TWC Mobile Norms
Auto iPad
36%
29%
24%
22%
8% 7%
6% 6%
Aided Awareness Mobile/iPad Ad Awareness Purchase Intent
Figures represent comparisons in deltas between Automotive campaign results and Dynamic Logic Mobile Norms Q1/10 (Category: Mobile/Automotive, Baseline
Adjusted, N=13 campaigns). Chart includes TWC Norms from 4/07 – 12/09.
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a Mobile Marketer webinar January 27, 2011

40. Receptivity to Advertising
Apple iPad Apple iPhone All Connected Device Owners
49%
I am more likely to look at ads if they have
40%
an interesting video 39%
46%
I enjoy ads that have interactive features 26%
27%
40%
I am more likely to click on ads that are
25%
simple text ads 25%
39%
Ads on my connected device are new and
20%
interesting 19%
37%
I like to see what ads can do on a
23%
connected device 19%
Source: Nielsen, State of the Media Report, Oct 2010
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a Mobile Marketer webinar January 27, 2011

41. For a copy of this deck: webinar@weather.com
For Weather research contact:
• Paul Borgese, Director of Research & Insights, The Weather Channel: pborgese@weather.com
For mobile research and insights:
• Kathryn Koegel, Chief of Insights, Primary Impact: kathryn@primaryimpact.com
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a Mobile Marketer webinar January 27, 2011