1) The study examines current mobile shopping activities and the future outlook for mobile as a shopping channel using Nielsen data across 12 categories. 2) More than 60% of 169 million mobile internet users in the US have never seen mobile ads but are interested in mobile shopping. This represents huge potential for advertisers. 3) Nine in ten mobile users have used their device in-store, representing opportunities for real-time ads and branding to influence purchases.

1. January 2011
The Mobile Shopping
Framework Study:
The Role of Mobile Devices in
the Shopping Process

2. Contents:
01>> I 03>> C
01 Authors 12 Conclusion
01 Study Focus
01 Abstract 04>> M
13 Exemplar Categories
02>> E S 13 Sample Selection
02 Small Screen, Big Results 13 Areas of Investigation
02 Innovators Wanted
03 The Mobile Model 05>> A
03 Key Takeaways 14 Nielsen
04 Study Findings 14 Yahoo!
04 Sizing the Mobile Market 14 Sourcing
04 Mobile Shoppers Profile
04 Categories
05 Scale and Potential
05 Attitudes and Usage
05 Platforms and the Purchase Funnel
06 Tried and Successful Catagory Shopping
07 Social Shopping
08 Mobile Principles
09 Workable Solutions
10 Usage in and out of the Home
10 Overall Catagory Findings
10 Advertising Attitudes
10 Purchase Funnel
11 Creative Approaches
11 Catagory and Branding
Copyright © 2011 The Nielsen Company.
ii

3. Authors
Ashmeed Ali, Senior Manager of Strategic Research & Insights, Primary Research Lead, Yahoo!
Edwin Wong, Director of Strategic Research & Insights, Yahoo!
Gateley Meeker, Senior Research Director, The Nielsen Company
David Gill, Senior Director, Mobile Media and Marketing, The Nielsen Company
Additional Contributors
Paul Cushman, Senior Director, Mobile Sales Strategy, Yahoo!
Brian Morel, Strategic Account Director, Mobile Sales, Yahoo!
Ira Amilhussin, Senior Manager, B2B Insights Marketing, Yahoo!
Lauren Weinberg, Senior Director of Strategic Research & Insights, Yahoo!
Jake Moskowitz, Vice President Client Services, The Nielsen Company
Study Focus Abstract
Using Nielsen data, Yahoo! developed Mobile is beginning to make its presence Social shopping gains traction.
an analytical framework around mobile felt as a viable shopping platform, and the Shoppers reach out via mobile to friends
Internet usage that measures both general rate of adoption is impressive, outpacing and family for advice, opinion and
and category-specific shopping behaviors the initial rate of adoption for personal validation when shopping. Text, email
and attitudes. The methodology explored computers as a shopping channel. This and instant messaging lead the list
12 categories to examine differences study examines current mobile shopping- of shared mobile shopping activities,
between those shopping the category related activities and the future outlook especially in the apparel, personal care,
on a mobile platform vs. those shopping for the mobile channel. entertainment and digital content
on a PC. Among the aspects of shopping categories. Promising applications
Opportunity rings. More than 60% of
measured were: mobile shopping activities gaining in popularity include coupon
the 169 million mobile device data users
tried, sources used, actions taken and time downloads, discount codes and video
in the U.S. have never seen advertising
spent shopping on the mobile web. The uplinks to social sharing sites.
on their mobile devices but express
12 product and service categories can be
interest in mobile shopping activities. Mobile shopping influence set to
separated into two groups:
This represents huge untapped potential explode. In the next year, the interest of
High Incidence Mobile Categories: for advertisers and marketers. mobile-assisted shoppers and searchers
Mobile digital content, restaurants/ is expected to reach as high as 57% on
Context enhances ad power. Nine in
dining, entertainment items/content and average for current mobile Internet
ten mobile-equipped shoppers have used
financial services and travel. users and 41% on average among
a device in-store, representing a prime
non-mobile Internet users, depending
Low Incidence or Niche Mobile opportunity for real-time ads and brand
on the category.
Categories: Consumer electronics/ messaging to help with search, facilitate
technology, apparel/accessories, health/ cost comparisons, trigger impulse buys Pent-up demand for mobile shopping
medical, food and beverage, beauty/ and accelerate the purchase cycle. continues to build, with an aggregate
personal care, home improvement and latent potential that looks promising
More yields more. More devices prompt
autos/parts/accessories. compared with early PC numbers. The
higher utilization as mobile users power
implication for advertisers and marketers
The framework also investigated overall up in-store, in-home and in concert with
is clear—those who understand how
attitudes toward mobile shopping and PC browsing and TV viewing. Cross-
to deliver a satisfying mobile shopping
consumer experiences while seeking platform campaigns can create
experience will capture the hearts and
category-level information. Stated synergies that boost advertising impact
wallets of online shoppers, solidifying
mobile advertising exposures were studied and interactivity.
a loyal base while competitors
to determine category recall, attitudes
play catch-up.
and preferences.
Copyright © 2011 The Nielsen Company.
1

4. Executive Summary
Small Screen, Nielsen further estimates that by the end
of 2011, the majority of mobile subscribers
Aspects that define mobile make it a
logical fit for shopping-related activities.
Big Results in the U.S. will own smartphones with It is immediate, interactive and individual.
the kind of rich features and capabilities Whether in a store, walking a mall,
The small screen is poised to deliver big that will make mobile shopping simple, watching TV or complementing their
results for advertisers and marketers immediate and fun. mobile Internet usage by surfing the
who develop content that resonates with Internet on a PC, consumers can see
mobile users. As mobile gains traction an ad and immediately flow through
as a shopping medium, consumers
are discovering more practical mobile
Innovators Wanted the purchase funnel from awareness to
product discovery, consideration and
functions from product research to The playing field is open for innovative purchase, all on their mobile device.
coupon downloads, barcode scanning, companies willing to invest in the mobile
shopping cart management, gift medium. Consumer interest is high, but Mobile shoppers demonstrate a high level
card purchase and social shopping, a current market offerings often lag in of engagement with advertising. One in
phenomenon that may turbo-charge efficiency and effectiveness. While early five shoppers who viewed advertising
mobile retail. adopters who have attempted mobile during the shopping process said they
purchases report high failure rates, an always look at ads. However, almost one-
Upside potential for mobile as a shopping third of mobile shoppers attempting to
even higher number [about 50% more]
channel is huge and will continue to respond to an ad were unsuccessful. This
expressed interest in mobile shopping.
grow as wireless networks upgrade, suggests that advertisers should consider
In a recent study, only 37% of data users
better mobile devices debut, applications partnering with companies experienced
recalled seeing an ad on their phone.
proliferate, advertisements increase and in the mobile channel to overcome
mobile shopping experiences improve. Among the strongest evidence implementation obstacles. As the market
Depending on the category, between 10% underscoring the consumer hunger improves, with better networks and more
and 23% of the U.S. online population for mobile-enabled shopping is 2010 advanced phones, this will cease to be a
consults their mobile device for shopping “Black Friday” sales results. The eBay problem.
information. Within the next year, those mobile payment app recorded almost
user numbers will grow to between twice as many sales as a year ago for the Shoppers made it clear that when it comes
40% and 70% of the mobile Internet traditional holiday shopping kick-off, and to mobile, content is king, expressing
population and 30% to 56% of the non- if the pace continues, will post mobile a preference for informational ads that
mobile Internet population, depending on sales in excess of $1.5 billion for 2010. discuss price, product features and
the category. benefits.
Copyright © 2011 The Nielsen Company.
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5. Key Takeaways
complements, rather than replaces, PC
The Mobile Model Mobile user behavior differs by category
and access device. The more popular
usage. Almost six in ten users initiate
research on mobile, then follow-up on
Capitalizing on the potential of mobile mobile categories such as digital content, their PC. Conversely, 34% of users will
shopping requires an understanding of the restaurants/dining and entertainment, initiate research on the PC and then
nine fundamental principles that define attract users who search only those follow-up on their mobile device. Mobile
the platform: location, goal orientation, categories. Conversely, niche mobile Internet also drives more incremental
attentiveness, killing time, ASAP/urgency, Internet category users tend to surf a usage with almost half of users browsing
taking my time, passion, routine and trust. variety of categories and are technology the Internet more often because of their
The relative importance and mix of these early adopters who can lead and mobile device.
factors varies by category, but trust and influence trends. These lower incidence
location are critically important across the categories such as health/medical,
three to four times larger than mobile,
board. Location deals with the immediacy home improvement and automobiles/
consumers across categories indicated
mobile can deliver, and given its nascent parts/accessories represent targets of
interest in accessing more mobile
state, people are still looking for trusted opportunity for portals and content
shopping information in the coming year.
brands to help them navigate. These developers.
mobile principles will be examined more
Android and iPhone users are more likely
closely in a future white paper. daily lives of many users, although two-
than BlackBerry owners to engage in both
thirds of them believe the experience
shopping and communication activities in-
could be improved. Failure rates are
store and indicate stronger interest across
declining due to better wireless networks
product categories.
and higher performing mobile devices.
is not exclusively an out-of-home
experience. While slightly more mobile
Internet consumers [93%] do use their
phones outside the house, 89% also
access the mobile Internet inside the
home.
mobile phenomenon, where people
call, text email, IM, share video, Twitter,
Facebook and blog friends and family
members while in-store to gather
opinions and share information about
purchases.
engagement with advertising; one in
five say they always look at mobile ads
during the shopping process. Advertising
importance in the purchase decision
increases with search time. Relevant,
factual and informative ads play better
with a mobile audience.
Copyright © 2011 The Nielsen Company.
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6. Study Findings restaurant reviews and recommendations
or entertainment ideas and 31 million
Mobile Shopper Profile
Similar to cutting-edge 6D cinema, by its looking up financial services. And that is Compared to PC-only Internet users, their
very nature mobile shopping can reach just the near-term outlook. mobile counterparts skew younger and
buyers while immersed in a physical non-white, with higher incomes and more
When asked about future mobile
purchase environment like a mall or store education, residing in urban and suburban
Internet plans, the percentage of users
that engages all the senses--sight, sound, areas. These early adopters are twice as
interested in digital content, restaurant
touch, taste and smell. While mobile is likely to own at least a feature phone and
or entertainment information more than
a secondary shopping platform today, six times as likely to own a smartphone,
tripled to 73% per category. Consumer
million mobile phone users already have personal digital assistant or tablet PC.
electronics category interest spiked to
viewed product advertising on their device
66%, followed by travel at 61%, financial Mobile Internet surfers who are active
as part of the search process, and that
services at 58% and apparel/accessories in niche categories [those with a low
number is on the rise.
at 57%. Add the substantial cohort of incidence rate] differ dramatically from
non-mobile Internet PC users intrigued by more casual users. They represent a high
the potential of mobile shopping, and the interest, high potential segment, the
Sizing the Mobile sales potential balloons further. ultimate in cross-category shoppers,
Market active in virtually every category
measured. Conversely, mobile Internet
Mobile category potential is high users who shopped the most popular
and beginning to scale with some 38 categories [digital content, entertainment,
million users buying digital content for dining and financial] were more casual,
their phones, 34 million searching for less engaged shoppers demonstrating
little category overlap.
Categories
Automobiles or automobile Entertainment items and Personal or vacation travel
parts or accessories (such as content (such as DVDs, (such as airline tickets, hotels,
repair info/tips, tires, tools, games, music, concert/movie car rentals, etc.)
wheels, engines, brakes, etc.) tickets, TV shows/clips etc.)
Restaurants/Dining (such
Beauty and personal care Financial services (such as as casual, fast food, bakery/
(such as shampoo make-up, banking, paying bills, financial cafés, fine dining or local
perfume, grooming, beauty caluculators, etc.) restaurants in your area)
tips, etc.)
Packaged food and beverage Home improvement (such
Clothing apparel and fashion (such as groceries, snack as tips, designing-related,
accessories (such as style items, recipes, cooking furnishings, accessories,
tips, jeans, shirts, outerwear, tips, etc.) repair items, indoor/outdoor,
kids clothing, jewelry, garden, etc.)
footwear, sizing info, etc.) Healthcare or medical
related (such as services, Digital content for my
Consumer electronics and remedies, medication, mobile phone (ringtones,
technology (such as cell healthy eating, etc.) apps, music)
phone, digital cameras,
computers, gaming consoles,
GPS, etc.)
Copyright © 2011 The Nielsen Company.
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7. The scale and potential of mobile category info seeking are large
}
Attitudes and Usage Mobile Internet Usage Locations
Usage is both in and out of home – Access Frequently/Occasionally
Almost seven in ten mobile phone users
say their device is woven into the fabric of
daily life, although their online browsing
encounters could be better. Mobile
surfaced as a complement to, rather than
a replacement for, PC usage, enhancing
the Internet experience. Often, mobile
users will visit a site on their phone and
follow up later on a PC (59%).
Roughly three in ten users found the
mobile Internet more convenient than
a home connection or reported visiting
different sites on their mobile than the PC,
describing mobile technology as “more
exciting.” Whether it’s a weekend or a
weekday, mobile Internet access begins to
ramp up during the morning, peaks at the
lunch hour, holds steady until roughly 8
p.m. and then tapers off.
}
Anytime and anywhere--mobile enables
shopping whenever and wherever the
mood may strike. While fully 93% of
mobile Internet access occurs outside the
home, 89% takes place inside the home.
Popular out-of-home locations include
Copyright © 2011 The Nielsen Company.
5

8. Categories that have lower incidence also have the greatest ramp for future growth
Stated Future Use of Mobile in the Purchase Funnel (More or About the Same as PC)
Mobile Entertainment Dining Food & Personal
Tech Financial Travel Apparel Health Care Home Auto
Digital Beverage
higher market penetration
To hear about
or discover a 46% 48% 45% 50% 47% 46% 40% 48% 53% 53% 50% 55%
product and service
To help me
47% 48% 45% 52% 49% 46% 46% 47% 54% 56% 53% 57%
learn more
To help me narrow
47% 49% 47% 51% 52% 49% 49% 51% 55% 56% 59% 61%
down the selection
To help me make a
48% 49% 47% 48% 50% 47% 52% 51% 55% 57% 56% 57%
final decision
To keep up-to-date
52% 52% 51% 57% 54% 53% 55% 58% 62% 61% 61% 66%
on news or deals
Over the next 12 months, which will you be using more to do each of the following for <<CATEGORY>>
information/products/ services, a computer or an internet-enabled mobile device? At/above Below
Base=Mobile users. average average
outdoors, waiting in line, in the car, at
work, in a restaurant or bar and at a hotel.
looking at content related to TV pro-
gramming [24%]
Platforms and the
Three-quarters of in-home use takes place
in the living room, 68% in the bedroom searching for information based on a Purchase Funnel
commercial they saw [23%] PC shopping delivered a better experience
and 41% in a bathroom.
instant messaging [19%]. than mobile at every level through the
More than 85% of mobile and PC purchase funnel, from discovering a
Internet users have accessed the web This data mirrors Yahoo! research on product, researching options, narrowing
while watching TV, indicating there PC users, as we see that mobile users the field, making a decision and keeping
are substantial cross-promotional often scan content unrelated to TV updated. This finding held true for all
opportunities to reach these users. programming, participate on social product categories. Within mobile,
With one eye on the big screen, mobile networks and send email. Mobile allows shoppers in more niche [lower incidence]
users are: ample opportunity for brands to continue categories—auto, home improvement,
the conversation after the TV ad is beauty and food/beverage—typically
texting family and friends [56%]
flighted. saw mobile as being more useful in the
visiting social networking sites [40%] purchase process versus those in high
Mobile complements both PC and
browsing content unrelated to TV pro- Internet usage, offering a tremendous incidence categories.
gramming [37%] opportunity to integrate advertising Marketers in these niche categories
across multiple platforms, extending should be especially aware of the mobile
emailing friends and family [33%]
brand conversations with consumers shopping experience for their brands and
using mobile applications [33%] throughout their daily lives. take steps to improve it.
Copyright © 2011 The Nielsen Company.
6

9. This pattern remained consistent across suggests that younger shoppers might Despite these barriers, approximately 25%
measures, suggesting that the more be more impulsive, more efficient, more of mobile users expressed intent to make
advanced mobile shoppers who ventured transaction-oriented or merely more cost- more mobile purchases in the future, and
outside the most popular categories found sensitive than older shoppers. almost 20% planned to buy more overall
the mobile platform to be most helpful. due to mobile transaction capability.
More technically proficient, younger
A forward-looking survey question mobile users tend to utilize multi-media
options as part of their social shopping
provided proof of the surging popularity of
the mobile platform. Although relatively experience. These savvy shoppers upload Mobile Principles
few planned to use mobile more than the videos of impromptu fashion shows from Yahoo! and Nielsen delineated a set
PC for shopping, a majority planned to store aisles or invite friends to vote on of nine principles that function as the
use mobile at least as much as the PC for different ensembles posted to Facebook or defining characteristics for the mobile
shopping over the next twelve months. MySpace. Internet and shopping experience.
Yahoo! mobile app users were twice as Android and iPhone users were more Applying these principles to product
likely as non-users to claim they would likely than BlackBerry users to initiate any categories enables marketers to evaluate
rely on mobile devices for purchase funnel of the shopping actions. While three- ad performance and fine-tune campaigns
activities. quarters of mobile users have downloaded to align with the consumer outlook.
Mobile reigned as the platform of choice an application, overall usage was low, Each of the 12 categories studied boasts a
when it came to speed and convenience of suggesting that current apps may fall unique profile defined by a subset of the
search, while two-thirds relied on mobile short of expectations, proving too difficult mobile principles. For example, “killing
when not near a PC or laptop. Proximity to find or use. This opens a window of time” stood out as the dominant defining
to a PC rated as more important for higher opportunity for content developers principle for the mobile digital content
incidence categories, while convenience and marketers to fulfill an unmet need. category, which requires low involvement
earned higher marks in lower incidence Purchase intent and product passion and offers a rich menu of quick pick
categories. One in three users planned sparked the majority of application options.
on conducting more purchase-related downloads.
“Location” proved relevant across all
research thanks to mobile capabilities. Advertisers should seize these mobile categories, but especially significant
shopping opportunities, converting search for travel and food and beverage where
and trial into action via more effective proximity may influence purchase. Mobile
Social Shopping packaging or placement. Making coupons shoppers enjoyed “taking my time”
Historically, shopping has been a social and discounts easier for mobile shoppers when investigating niche categories like
activity shared by friends in person, but to find will help consumers purchase beauty, home improvement and auto
the mobile Internet has expanded the products. which required extensive research and
experience by inviting friends to shop feature comparisons. “Passion” came into
virtually alongside the consumer. Almost play for categories such as electronics,
nine in ten shoppers accessed the mobile Purchase Drivers apparel, beauty and automotive, where
Internet at a retail store, while seven in information impacted on either self-image
While mobile effectively moved
ten logged on at a mall. or budget.
consumers through the funnel to purchase
Texting a friend or family member while 43% of the time, that closure rate Mobile users in the dining, apparel,
shopping was the most popular in-store trails the PC transaction rate of 67%. food and beverage and auto categories
mobile activity with a 70% incidence Convenience and impulse buys dominated rated “goal orientation” as important,
rate. Almost half of all mobile in-store mobile purchasing, with roughly half of actively shopping with a goal in mind and
activity involved transmitting a picture respondents stating they purchased via achieving it.
of a product to personal contacts for mobile when not near a PC and one-third
The principle “trust” showed up as an
comment. The next most popular mobile relying on mobile when executing an
influential descriptor for travel, clothing,
co-shopping acts were communicating via unplanned purchase.
financial, entertainment and auto
email or instant messaging. Factors limiting mobile purchasing reinforcing the importance of a safe
Younger mobile users requested coupons included the perception held by one-third and secure site for mobile research and
and scanned bar codes more frequently, of users that the medium is not safe or transactions in these areas.
while older users deployed mobile to secure enough and that transactions are
A sense of urgency [the “ASAP” criterion]
gather additional product facts. This too technically difficult to complete.
defined the average mobile user in every
Copyright © 2011 The Nielsen Company.
7

10. Mobile Principles:
Defining Characteristics for the Mobile Internet and Shopping Experience
Lines indicate above average category principle. Thickness of line indicates strength of category within principle.
Copyright © 2011 The Nielsen Company.
8

11. category; someone in a hurry to complete
a task versus savoring the search.
Overall Category more “upper to lower” purchase funnel
activities on their mobile devices in the
Unexpectedly, teens age 13-17 were Findings next 12 months]. It’s not just about the
more likely to take their time conducting high incidence digital content, dining
a mobile search than adults. Although a The surge in mobile shopping represents and entertainment categories. It’s the
factor in mobile use, “routine” ranked as just the first wave in this retail tsunami. lower incidence categories that afford
a slightly more important purchase driver While still in the emergent phase, the greatest opportunity for portals and
than passion for any category. some interesting category-linked developers to convert untapped mobile
shopping patterns have surfaced in the potential into realized sales.
Marketers can apply these mobile mobile channel. Mobile application
principles to fine tune their marketing usage is highest in categories that are
messages. By matching ads with the
characteristics of the appropriate
mature purchasing engines on the PC
(entertainment, financial and digital
Platform Parallels
principle, advertisers can make their ads content). If this pattern holds true, Activity rates for mobile users paralleled
more relevant to the target audience. clothing and electronics could be the next those for PC shoppers in popularity and
These mobile principles will be examined successful mobile categories. pattern, with more than 90% on both
closer in a future white paper. platforms saying they tried and/or were
Healthcare, home improvement and auto
interested in visiting a web site, followed
delivered the lowest mobile usage relative
by more than 85% using a search engine
Workable Solutions to PC usage. These comparatively under-
served categories represent the greatest
and about 80% getting store information.
The next most popular activities for mobile
Clearly, it is early days for mobile shopping, opportunity to content developers.
and PC shoppers included comparing
but consumers have demonstrated a
Consumers who shop popular categories products and services, comparing prices,
huge appetite for the medium. They
are more likely to only shop that finite reading reviews, managing shopping carts/
already turn to mobile for a variety of
set of categories, while niche users tend lists, purchasing gift cards/certificates and
shopping-oriented tasks ranging from the
to shop a wider variety of categories. watching online video.
most common such as search or price
Niche mobile Internet users are the early
comparisons, to category-specific activities Subtle differences also exist between the
adopters of mobile shopping, and it is
like viewing account balances, reading PC and the mobile experiences, however.
important that we better understand their
restaurant reviews or checking the weather. Mobile shoppers appear more interactive
profile.
and interested in communication (not
While many of the simpler mobile
Smaller categories have highly involved just voice or texting), price checking and
shopping applications work well, more
users who express strong future purchase couponing.
advanced activities reported higher
intent [the highest percentage of users
failure rates. Close to 40% of mobile
saying they plan to do the same or
consumers reported problems viewing
video advertisements, while nearly
one-third cited difficulty scanning bar
codes, purchasing gift cards or certificates,
watching a product video, managing a
shopping cart, instant messaging about
a purchase and accessing or responding
to an ad—either a standalone ad or one
embedded in search results.
Investing in mobile advertising means
that marketers should work with trusted
advertising partners with the technical
credentials to deliver a seamless ad
experience.
Please think about when you are in the following locations. When you are in each location below, how often do you access the
Internet on the mobile device you use most often? “Frequently/occasionally.” Base=Mobile Internet Users.
Copyright © 2011 The Nielsen Company.
9

12. Top Tried and Successful Category Shopping/Research Mobile Activities
Percentage of respondents who said they accessed category-specific information
Copyright © 2011 The Nielsen Company.
10

13. Advertising Attitudes advertisers have begun to master and
leverage the unique attributes of the
“informative” and “spelled out the
features and benefits,” which is not
Four in ten mobile users recalled seeing platform. Younger mobile customers surprising given that immediacy is a key
category advertising during the mobile recorded higher rates of search after mobile Internet shopping characteristic.
shopping process. Among those who viewing ads and more readily accepted the Relevance rated high as well, with users
remembered seeing ads, 20% said they ad/free content equation. citing ads that “were useful when looking
always looked at ads, while 66% only for certain information” or “targeted just
Consumers are open to ads that help
occasionally viewed ads. Yahoo! app to me and relevant to my interests or
them with their shopping experience,
users were nearly five times as likely as background.”
and marketers who can deliver the
non-users to always look at category
right information at the right time can One-quarter to one-third of respondents
ads. Financial, dining and digital content
dramatically influence mobile purchases. believed it was important that mobile
consumers were the least likely to recall
ads were entertaining and memorable,
seeing and ad or to view it.
especially when linked to their current
Almost half of sophisticated mobile Creative Approaches location.
shoppers have accepted the trade-off
Advertisers should take the mobile Similar to the mobile principles, where
between advertising and free content.
operating system into consideration when the relevant attribute set and importance
Slightly fewer than one-third noted that
developing creative, since all devices rating changed depending on the category,
they sought out additional information
and all user experiences are not created the preferred advertising technique varied
after viewing a mobile advertisement.
equal. The survey found that content by category as well. Auto, personal care/
Mobile users agreed that mobile ads had
scored higher than creative presentation beauty, apparel, food and beverage and
become more engaging lately as well as
according to mobile device shoppers. home improvement shoppers appeared
more helpful at finding geographically-
to be the most accepting of informational
relevant information, suggesting that Mobile consumers favored ads that advertising related to their search.
“clearly told me the price,” “were
straightforward and fact-based,”
It’s important that mobile advertising is…
Mobile Entertainment Dining Food & Personal
Tech Financial Travel Apparel Health Care Home Auto
Digital Beverage
Informative 49% 52% 49% 54% 47% 56% 61% 54% 57% 63% 58% 57%
Relevant to Interests 45% 48% 44% 51% 38% 54% 59% 47% 55% 57% 53% 51%
Simple 36% 41% 39% 43% 33% 43% 48% 38% 42% 54% 47% 47%
Branding 24% 28% 27% 29% 24% 29% 38% 31% 37% 39% 33% 37%
Graphical/
21% 26% 20% 30% 22% 23% 31% 29% 28% 35% 29% 33%
Multimedia
Please tell us how important the following types of ad features are to you when it comes to <<CATEGO-
RY>> advertising on your mobile device. “Extremely/very/somewhat important.” Base=Mobile Internet At/above Below
Category Users. average average
Copyright © 2011 The Nielsen Company.
11

14. Conclusion
People once patted their pocket before
leaving home to check for a wallet. Now
that “must-have” object of interest
is the mobile phone. Firmly rooted in
its effectiveness as a communications
platform, mobile is amping up its impact
by facilitating every aspect of the
shopping experience, from investigating
product features, to comparing prices,
locating a desired item at a specific
retailer, previewing the options for friends
via photo or video, through ordering and
payment.
While PC transactions still outnumber
mobile purchases in volume and value,
the evolving platform is gaining traction
quickly, with a growth trajectory that
outstrips the rate of PC commerce
acceptance during its early years. In fact,
PC and TV use go hand-in-glove with
mobile, as shoppers pursue information
across platforms, opening up a new
avenue for cross-platform marketing
initiatives.
The phrase “shop ’til you drop” will
become passé as mobile apps direct
shoppers to the closest store with
the right merchandise, while serving
up comparative product and price
information and perhaps a coupon, too.
In addition to powerful attributes like
immediacy and location-based services,
mobile has transformed shopping into
a social exercise that envelops off-site
contacts in the decision process. Most
mobile users have already experimented
with some aspect of mobile shopping
and are eager to tap into an expanding
portfolio of applications and capabilities.
Given the consumer appetite for
immediate access and the ubiquity and
affordability of mobile, the only limit on
mobile potential as a shopping platform
will be the ability of marketers and
advertisers to master the medium.
Copyright © 2011 The Nielsen Company.
12

15. Methodology Exemplar Categories Areas of Investigation
Twelve representative product or The study benchmarked and measured
In an effort to better understand the service categories were selected for mobile behaviors and attitudes in general
mobile shopping process, the mobile study: digital content, restaurant/ and, across the 12 defined categories,
consumer purchase funnel and ascertain dining, entertainment, financial services, over time. Researchers investigated both
any differences between shopping consumer electronics/ technology, travel, category-exclusive and general shopping
behavior on the PC and mobile platforms apparel/accessories, health/medical, attitudes and any usage differences
in the U.S., Yahoo! commissioned Nielsen food and beverage, beauty/personal care, between shoppers accessing information
to conduct a study of 8,384 Internet home improvement and autos/parts/ on a mobile platform versus a PC. Other
shoppers between the ages of 13–64 in accessories. areas of interest included an examination
June 2010. The 25-minute online survey of current and future purchase funnel
was completed by Sample Selection
mobile penetration; shopping outcomes
Respondents were sourced from the attempted, completed or interrupted
5,313 mobile Internet category users
Nielsen RDD/Online metered panel and and subsequent actions and advertising-
who both owned a mobile device with
supplemental mobile-centric shoppers. related category recall, attitudes and
Internet access and researched informa-
Panel recruitment involves a proprietary preferences.
tion related to at least one of 12 desig-
methodology that combines the
nated product categories, and
representativeness of a Random Digit Dial
3,071 PC Internet category users who (RDD) panel with the depth provided by
owned a desktop/laptop/tablet PC with an online-recruited panel. The RDD “core”
Internet access, researched information of this methodology provides a baseline
related to at least one of 12 designated for representative demography and online
product categories and owned a mobile behavior. This baseline is used to create
phone but did not access any category demographic and behavioral weights for
information via a mobile device. the online-recruited panel.
Copyright © 2011 The Nielsen Company.
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16. About The Nielsen About Yahoo! Sourcing
Company Yahoo! attracts hundreds of millions of The tools and data in this report represent
users every month through its innovative the intellectual property of Nielsen. The
The Nielsen Company is a global technology and engaging content and methodology and insights represent the
information and measurement company services, making it one of the most intellectual property of Yahoo!. Kindly
with leading market positions in trafficked Internet destinations and source all data in this report using the
marketing and consumer information, a world-class online media company. appropriate citations.
television and other media measurement, Yahoo!’s vision is to be the center
online intelligence, mobile measurement, For more information about Nielsen, visit
of people’s online lives by delivering
trade shows and related assets. The www.nielsen.com, for Yahoo!, visit http://
personally relevant, meaningful Internet
privately held company has a presence advertising.yahoo.com.
experiences. Yahoo! is headquartered
in approximately 100 countries, with in Sunnyvale, California. For more
headquarters in New York, USA. For more information, visit http://advertising.
information, please visit www.nielsen. yahoo.com or the company’s blog, Yodel
com. Anecdotal (http://yodel.yahoo.com).
Copyright © 2011 The Nielsen Company. All rights reserved. Printed in the USA.
Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN
Trademarks, L.L.C. Other product and service names are trademarks or registered
trademarks of their respective companies. 10/2557
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