The document discusses the concept of discoverability in the context of mobile devices and how users engage with content and applications. It highlights the importance of both active and passive discovery, noting that many users often search for familiar brands rather than exploring new options. It emphasizes the need for mobile strategies that cater to both explorers and followers, suggesting increased passive discovery efforts to attract users who may not be actively searching for new content.

1. Perspectives on Discoverability

2. ! Foundation of Quantum Physics
! The quantum world exists as a series of probability waves, an infinite
number of potential outcomes
! Only when something is observed or measured does the probability wave
collapse and a single result is established
! Wave Collapse measures and observes the world in multiple different
ways, collapsing the various probability waves and establishing a rich
perspective on reality
! This multi-view approach provides the foundation for strategy optimization
using research and insights to drive revenue
! Our team...
! Advises mobile start ups on how to be more attractive to advertisers and
agencies; how to monetize their data; and, how to stand out in the crowded
marketplace
! Provides thought leadership research to capture the attention of clients
and press
! Identifies ‘after next’ trends to inform product development
Copyright 2012 Wave Collapse LLC

3. ! Online survey in July 2012
! 1500 people
! All own an iPhone, Android, Windows Phone, or BlackBerry
device
Copyright 2012 Wave Collapse LLC

4. ! A new scientific truth does not triumph by convincing its
opponents and making them see the light, but rather
because its opponents eventually die, and a new generation
grows up that is familiar with it.
! Max Planck, Physicist
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6. Discovery
Awareness
Favorability
Consideration
Purchase
Advocacy
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8. I like to use this & look forward to it
Mobile Phone Tablet Computer
80% 78% 88%
Copyright 2012 Wave Collapse LLC

9. 63%
<44
53% 47%
Years
Surprises vs Predictable
Old Multi-tasking vs Single-tasking
Heavier Users
Less likely to of Mobile
own a Everything: Love to
Blackberry Internet Discover
or Windows Apps
Mobile Music
device Games
More on this later…
Copyright 2012 Wave Collapse LLC

11. Active
Discovery
Passive
Copyright 2012 Wave Collapse LLC

13. 100%
80%
Never
60% 13% 15% Less than once a week
Once a week
Couple of times a week
40%
Once a day
Multiple times a day
53% 52%
20%
0%
Mobile Phone Tablet
Active
Copyright 2012 Wave Collapse LLC

14. Which of these have you searched for in the past week?
100%
80%
60%
50%
45% 47% 47%
41% 41%
38%39% 39%
40% 33% 35% 34%
31%
28% 26%
23%
20%
0%
Company Product App Topic Company Product App Topic Website
New Familiar
Mobile Tablet
Active
Copyright 2012 Wave Collapse LLC

15. Which of these have you searched for in the past week?
100%
80%
72%
68% 67% 68%
64%
59%
60% 55%
50%
47% 47%
38% 39%
40% 35%
31%
26% 28%
23% 24%
20%
0%
Company Product App Topic Company Product App Topic Website
New Familiar
Mobile Tablet Computer
Active
Copyright 2012 Wave Collapse LLC

16. Mobile Websites Tablet Websites
All new All new
Mostly ones ones
new ones 5% 8%
Mostly
11% No new
new ones
No new ones
15%
ones 33%
37%
A few new
ones A few new
47% ones
44%
Thinking about yesterday and the websites you browsed on your mobile phone/tablet, how many of
them were new, ones you had not visited before?
Active
Copyright 2012 Wave Collapse LLC

17. Interest in Using Device to Find New Websites
Mobile 49%
Tablet 65%
Computer 79%
0% 20% 40% 60% 80% 100%
Active
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18. ! Mobile/Tablet Active Discovery is actually rediscovery, not
true discovery/exploration
! Most searches are for companies/things where people
already have a relationship
! Apps need to be a part of your mobile strategy
! 50% of smartphone owners have searched for an app from a
company they are familiar with in the past week
! Need to rely more heavily on passive discovery
! Low interest in using mobile to find new websites
Active
Copyright 2012 Wave Collapse LLC

20. In the past day, what have you experienced?
100%
80%
70%
61%
60% 56%
46%
38% 39%
40%
32% 32%
26%
20%
0%
Came across a new product or Found a new website I hadn't Found a new app I hadn't
company I hadn't heard about visited before heard of before
before
Mobile Tablet Computer
Passive
Copyright 2012 Wave Collapse LLC

21. Action Taken After Coming Across New Content
57%
84% Downloaded
Visited App
Site
28% 32%
2%
2% Searched Searched for
Something
Something for similar similar apps
Else Came
Else Came sites
across across
new new app
website
69%
37% Read
Read Reviews
Reviews about App
about Site
Passive
Copyright 2012 Wave Collapse LLC

22. Action Taken After Coming Across New Product or Company
45%
Looked for
it in-store
2%
Something
Came
Else across new 37%
product/ Searched
company
for similar
products/
companies
66%
Read
Reviews
Passive
Copyright 2012 Wave Collapse LLC

23. How did you hear about the new-to-you website/app?
100%
80%
60%
40%
29% 30% 29% 30% 29%
26% 27% 27%
22% 22%
20% 15% 15%
12% 12%
0%
Email Friends/ Social TV Trusted Ad Searched for
family network website it myself
Mobile Tablet
Passive
Copyright 2012 Wave Collapse LLC

24. ! Driving Passive Discovery is a big opportunity
! Few people are coming across new content or companies while
on Mobile and Tablet
! Promotes Active Discovery
! Advertisements are on par with Social in assisting Passive
Discovery
! For websites, apps, and companies/products
Passive
Copyright 2012 Wave Collapse LLC

26. ! Explorers
! People who love to find and experience new things across their
lives, not just in mobile and digital (20%)
! Followers
! People who have a bit of an exploring streak but are more likely
to follow the path rather than blaze it (60%)
! Laggards
! People who don’t go looking for new things as often, more
content with what they already know (20%)
Asked how much they agreed with the series of about 16 different statements around discovery in general.
We separated out the groups based on those that overindexed in agreement with the statements (Explorers),
those that were about average (Followers), and those that underindexed (Laggards)
Copyright 2012 Wave Collapse LLC

27. Mobile Phone
All Explorers Followers Laggards
Respondents
80% 92% 81% 66%
Computer
All Explorers Followers Laggards
Respondents
88% 91% 87% 87%
Copyright 2012 Wave Collapse LLC I like to use this & look forward to it

28. How often do you use the search bar each day on Mobile?
13%
15%
Once a day
Multiple times a day
80%
11%
51%
31%
Explorers Followers Laggards
Copyright 2012 Wave Collapse LLC

29. Which of these have you searched for in the
100%
past week on Mobile?
80%
66%
61% 59%
60% 54% 54% 52%
48%
44%
40%
40% 33% 32% 32%
21% 23% 22%
18%
20% 13%
11%
0%
Company Product App Topic Company Product App Topic Website
New Familiar
Explorers Followers Laggards
Copyright 2012 Wave Collapse LLC

30. 100% In the past day, what have you come across?
80% 75% 75%
66%
60% 53% 54%
52% 52% 51% 52%
42%
37% 38%
40%
26%
21%
20% 17% 15% 17%
14%
0%
New product/ New website New app New product/ New website New app New product/ New website New app
company company company
Mobile Tablet Computer
Explorers Followers Laggards
Copyright 2012 Wave Collapse LLC

31. How did you hear about the new-to-you website/app?
100%
80%
60%
46%
41%
38%
40% 35% 35%
29%
23% 24%
20%
20% 15% 14%
13%
9% 9%
0%
Email Friends/ Social TV Trusted Ad Searched for
family network website it myself
Explorers Followers Laggards
Copyright 2012 Wave Collapse LLC

32. Explorers Followers Laggards
Computer 52% 43%
69%
Ads
15%
22%
Mobile 54%
Ads
13%
26%
Tablet 48%
Ads
Copyright 2012 Wave Collapse LLC Clicked/tapped an ad in the past day on these devices

33. 76% Surprises vs Predictable
<44
49% 51% Share Life Online vs
Years Keeping Life Private
Old
Wild vs Calm
Heavier Users
of Mobile: 83% want to
Android (46%) Internet
iPhone (41%) use Mobile or
Apps Tablets to
iPad (58%) Music
Apple TV (26%) find new
Games websites
Roku (16%) Video
Social
Copyright 2012 Wave Collapse LLC

34. 61%
<44
53% 47%
Years
Surprises vs Predictable
Old
Heavier Users
of Mobile:
Android (48%) Internet
iPhone (37%) Apps 45% want to use
iPad (43%) Music Mobile to find
Apple TV (8%) Games new websites
Roku (8%) Video
Social
Copyright 2012 Wave Collapse LLC

35. 56%
40% Predictable vs Surprises
<44
44%
Single-tasking vs Multi-
Years tasking
Old
Android (49%)
iPhone (37%) Light Users of
iPad (31%) 21% want to use
Mobile Mobile to find
Apple TV (6%)
Roku (3%) new websites
Copyright 2012 Wave Collapse LLC

36. ! Embrace Explorers
! Attractive Audience profile
! Turn to Mobile frequently & engage with Ads
! Increase Passive Discovery efforts to reach Followers
! They may not be actively looking, but there are opportunities for
them to stumble across you
! They may not tap on ads, but they’ll see your message
Copyright 2012 Wave Collapse LLC

37. Joy Liuzzo
571.293.0021
joy@wavecollapse.com
@joyliuzzo
Copyright 2012 Wave Collapse LLC