8. INDUSTRY-ACCEPTED WISDOM
“34% OF IN-STORE CUSTOMERS COMPARE PRICES ON
MOBILE DEVICES”
“LOCATION-BASED SERVICES CAN PUT
BUSINESSES ON THE MAP”
“SHOPKICK BEAMS COUPONS TO YOUR PHONE AS YOU WALK
THROUGH THE MALL”
“WHY EVERYONE SHOULD BE SHOPPING ONLINE – WHILE
ACTUALLY IN STORES”
“WALMART WANTS COSTUMERS TO USE ITS APPS
IN STORES”
“HOW BETTER LOCATION DATA COULD MEAN MORE
TARGETED MOBILE ADS”
12. TIMEUNEQUALLYDISTRIBUTED
0 200 400 600 800 1000 1200
Business/Finance
Search/Navigation
Sports
XXX Adult
Classifieds
Lifestyles
General News
Directories/Resources
Technology
Gaming Information
Personals
Family & Youth
e-mail
Portals
Retail
Retail - Movies
Multimedia
Photos
Radio
Online Gaming
Instant Messengers
Games
Corporate Presence
Social Networking
Mobile
Desktop
Mins per user per month
Source: comScore, Mar 2013
25. BRANDSAREMISSING THE
OPPORTUNITYIN ME TIME
46%
23%
12%
39%
19%
36%
11%
47%
7%
27%
4%
17%
37%
2%
SHOPME TIME SELF-EXPRESSACCOMPLISH PREPARESOCIALIZE DISCOVER
SIZE AD EFFECTIVENESS
26. ALIGN THE CREATIVE
MESSAGING WITH NEEDS
8%
8%
8%
10%
11%
11%
15%
16%
18%
24%
26%
41%
GIVE ME CONTROL
KEEP ME IN THE KNOW
HELP ME SOLVE A PROBLEM
LET ME CLICK ON THE PRODUCT & EXPLORE THE…
HELP ME SAVE TIME
HELP ME FIND WHAT I NEED
HELP ME DISCOVER SOMETHING NEW
HELP ME SAVE MONEY
INFORM ME
BE RELEVANT TO MY INTERESTS
MAKE ME LAUGH
ENTERTAIN ME
DESIRED AD QUALITIES
29. People would not do the task.
"I just occupied myself with other things. I
put new wheels on the lawn mower and
cut the yard. Cleaned.”
“A day with out my computer is very
unproductive.”
WITHOUTA
COMPUTER…
We asked people to go one day without their favorite device…
TRADEOFFS WHENDEPRIVED
30. People felt completely disconnected.
“I really just missed using it to text. I
especially missed it after I got home from
work and had not a lot to do. So I started
cleaning. At least I was more productive at
home then.”
“I was out yesterday for a while doing
errands and that is when I was the most
anxious without it. It made me a bit nervous
that my children, husband & family
members couldn't get a hold of me.”
People would not do the task..
"I just occupied myself with other things. I
put new wheels on the lawn mower and
cut the yard. Cleaned.”
“A day with out my computer is very
unproductive.”
WITHOUTA
SMARTPHONE…
WITHOUTA
COMPUTER…
We asked people to go one day without their favorite device…
TRADEOFFS WHENDEPRIVED
31. People found a way to get their tasks
done on either a computer or
smartphone.
“The main thing I missed about my tablet
was the convenience of going straight to
what I want to do at the push of a button
and knowing exactly how to execute each
step, even with my eyes closed.”
“We were needing to look up an address
but without the tablet, we had to boot up
the laptop to search for the address.”
People felt completely disconnected.
“I really just missed using it to text. I
especially missed it after I got home from
work and had not a lot to do. So I started
cleaning. At least I was more productive at
home then.”
“I was out yesterday for a while doing
errands and that is when I was the most
anxious without it. It made me a bit nervous
that my children, husband & family
members couldn't get a hold of me.”
People would not do the task.
"I just occupied myself with other things. I
put new wheels on the lawn mower and
cut the yard. Cleaned.”
“A day with out my computer is very
unproductive.”
WITHOUTA
TABLET…
WITHOUTA
COMPUTER…
We asked people to go one day without their favorite device…
WITHOUTA
SMARTPHONE…
TRADEOFFS WHENDEPRIVED
35. Shapley Values
• Assigns value to each member of a coalition based
on individual contribution toward a success metric.
• Enables decision-making in situations when best
choice isn’t available
• Accounts for complexity inherent in the real-world
Common Use Cases
• Allocate shared profits fairly among a coalition of
contributors
• Choose which flavors of a product line to stock and sell
• Determine order for rolling out new software features
BORROWFROM GAME
THEORYTO QUANTIFYVALUE
37. PC,TABLET VIEWING DRIVE
INTENT TO VISIT REGULARLY
0.28
0.24
0.14
Computer Tablet Smartphone
Shapley Values
Shapley calculation based on intent to revisit content
website after forced exposure on device
38. USINGSHAPLEYTO
EVALUATEDEVICES
42%
36%
22%
Normalized ValuesShapley Values
Values represent share of visit intent driven
by each device. Attribute 28% of intent to
visit favorite content site regularly to the
computer.
The computer drove 42% of visit intent that
was observed, calculated by normalizing the
Shapley values .
28%
24%
14%
0%
25%
50%
75%
100%
Shapley Value
Computer Tablet Smartphone
67%
intend to visit
favorite content
regularly after
viewing on devices
39. 2X
+5%
=
GENERATIONSSPLIT OVER
TABLET V. SMARTPHONE
TABLET TWICE AS
VALUABLE AS
SMARTPHONE FOR 35+
SMARTPHONE MORE
VALUABLE TO UNDER 35
SET THAN OVER 35
CONTENT ON PC EARNS
EQUAL VALUE
0.17
0.13
0.19
0.27
0.29 0.29
18-34 35+
Smartphone
Tablet
Computer
Shapley Values
Shapley calculation based on intent to revisit content after forced exposure on device
40. =
2X
4X
VALUEOF DEVICESHIFTS
BASEDON CONTENT TYPE
COOKING CONTENT
VALUED ACROSS
SCREENS
TECH ON TABLET IS 2X
PC OR PHONE
NEWS/SPORTS 3.8X
VALUE ON PC AS ON
SMARTPHONE
Fashion-Home
Auto
Finance-Banking
News-Sports
Cooking-Food
Entertainment
Tech
Computer Tablet Smartphone
Shapley calculation based on intent to revisit content after forced exposure on device
Shapley Values
41. CROSS-SCREENSYNERGIES
2 SCREENS
38
Increase in intent to visit when shown two screens,
compared to average lift of single screens
28%
23% 24% 24% 23% 22%
18%
Cooking/
Food
Cooking/
Food
Entertainment Fashion/
Home
Finance/
Banking
Finance/
Banking
News/ Sports
42. 36%44% 35%
TABLET DRIVESINTENT TO
VISIT TECH CONTENT
SATISFY OR FEED MY
CURIOSITY
VISIT TO GET NEWS OR
INFO THAT IS
INTERESTING TO ME
DISCOVER SOMETHING
NEW
0.14
0.29
0.17
PC Tablet Smartphone
Shapley Value
Intent to revisit after forced exposure to favorite tech site on device
Motivations (no variation by device)
Why people visit tech content
