Starts With Mobile @Joyliuzzo

Perspectives on Discoverability

! 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

! Online survey in July 2012
! 1500 people
! All own an iPhone, Android, Windows Phone, or BlackBerry
device


! 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


Discovery
Awareness

Favorability

Consideration

Purchase

Advocacy


I like to use this & look forward to it
Mobile Phone Tablet Computer

80% 78% 88%


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…


Active

Discovery

Passive


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

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

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%
New Familiar

Mobile Tablet Computer
Active

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

Interest in Using Device to Find New Websites

Mobile 49%

Tablet 65%

Computer 79%

0% 20% 40% 60% 80% 100%

Active

! 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

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
Passive

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

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

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

! 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

! 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)


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

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

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%
New Familiar



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



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




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

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


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


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


! 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


Joy Liuzzo
571.293.0021
joy@wavecollapse.com
@joyliuzzo


Starts With Mobile @Joyliuzzo

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