Perspectives on Discoverability
! Foundation of Quantum Physics            ! The quantum world exists as a series of probability waves, an infinite       ...
! Online survey in July 2012       ! 1500 people       ! All own an iPhone, Android, Windows Phone, or BlackBerry         ...
! A new scientific truth does not triumph by convincing its         opponents and making them see the light, but rather   ...
Discovery                                   Awareness                                   Favorability                      ...
I like to use this & look forward to it      Mobile Phone                         Tablet              Computer80%         ...
63%                                        <44   53%               47%                                       Years        ...
Active                   Discovery                                   PassiveCopyright 2012 Wave Collapse LLC
100% 80%                                             Never 60%                        13%      15%     Less than once a we...
Which of these have you searched for in the past week?  100%   80%   60%                                                  ...
Which of these have you searched for in the past week?  100%   80%                                                        ...
Mobile Websites                                                 Tablet Websites                 All new                   ...
Interest in Using Device to Find New Websites         Mobile                                49%          Tablet           ...
! Mobile/Tablet Active Discovery is actually rediscovery, not         true discovery/exploration            ! Most searche...
In the past day, what have you experienced?  100%   80%                                                               70% ...
Action Taken After Coming Across New Content                                                                57%           ...
Action Taken After Coming Across New Product or Company                                                45%                ...
How did you hear about the new-to-you website/app?  100%   80%   60%   40%                            29%          30% 29%...
! Driving Passive Discovery is a big opportunity            ! Few people are coming across new content or companies while ...
! Explorers            ! People who love to find and experience new things across their              lives, not just in mo...
Mobile Phone     All                             Explorers       Followers                     Laggards Respondents80%    ...
How often do you use the search bar each day on Mobile?              13%                                     15%          ...
Which of these have you searched for in the  100%                                      past week on Mobile?   80%         ...
100%                       In the past day, what have you come across?80%                                75%              ...
How did you hear about the new-to-you website/app?  100%   80%   60%                                         46%          ...
Explorers        Followers                                              LaggardsComputer                                  ...
76%           Surprises vs Predictable                                      <44   49%                51%                  ...
61%                                       <44   53%                47%                                      Years         ...
56%                                     40%            Predictable vs Surprises                                     <44   ...
! Embrace Explorers            ! Attractive Audience profile            ! Turn to Mobile frequently & engage with Ads     ...
Joy Liuzzo                                     571.293.0021                                   joy@wavecollapse.com        ...
Perspectives on Discoverability in Mobile
Perspectives on Discoverability in Mobile
Perspectives on Discoverability in Mobile
Perspectives on Discoverability in Mobile
Perspectives on Discoverability in Mobile
Perspectives on Discoverability in Mobile
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Perspectives on Discoverability in Mobile

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Understand how people find content and products in the mobile and tablet environment & what this means for your strategy going forward.

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Perspectives on Discoverability in Mobile

  1. 1. Perspectives on Discoverability
  2. 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 developmentCopyright 2012 Wave Collapse LLC
  3. 3. ! Online survey in July 2012 ! 1500 people ! All own an iPhone, Android, Windows Phone, or BlackBerry deviceCopyright 2012 Wave Collapse LLC
  4. 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, PhysicistCopyright 2012 Wave Collapse LLC
  5. 5. Discovery Awareness Favorability Consideration Purchase AdvocacyCopyright 2012 Wave Collapse LLC
  6. 6. I like to use this & look forward to it Mobile Phone Tablet Computer80% 78% 88% Copyright 2012 Wave Collapse LLC
  7. 7. 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
  8. 8. Active Discovery PassiveCopyright 2012 Wave Collapse LLC
  9. 9. 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 ActiveCopyright 2012 Wave Collapse LLC
  10. 10. 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 ActiveCopyright 2012 Wave Collapse LLC
  11. 11. 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 ActiveCopyright 2012 Wave Collapse LLC
  12. 12. 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? ActiveCopyright 2012 Wave Collapse LLC
  13. 13. Interest in Using Device to Find New Websites Mobile 49% Tablet 65% Computer 79% 0% 20% 40% 60% 80% 100% ActiveCopyright 2012 Wave Collapse LLC
  14. 14. ! 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 ActiveCopyright 2012 Wave Collapse LLC
  15. 15. 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 hadnt Found a new app I hadnt company I hadnt heard about visited before heard of before before Mobile Tablet Computer PassiveCopyright 2012 Wave Collapse LLC
  16. 16. Action Taken After Coming Across New Content 57% 84% Downloaded Visited App Site 28% 32% 2% 2% Searched Searched for SomethingSomething 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 PassiveCopyright 2012 Wave Collapse LLC
  17. 17. 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 PassiveCopyright 2012 Wave Collapse LLC
  18. 18. 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 PassiveCopyright 2012 Wave Collapse LLC
  19. 19. ! 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 PassiveCopyright 2012 Wave Collapse LLC
  20. 20. ! 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
  21. 21. Mobile Phone All Explorers Followers Laggards Respondents80% 92% 81% 66% Computer All Explorers Followers LaggardsRespondents88% 91% 87% 87% Copyright 2012 Wave Collapse LLC I like to use this & look forward to it
  22. 22. 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 LaggardsCopyright 2012 Wave Collapse LLC
  23. 23. 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 LaggardsCopyright 2012 Wave Collapse LLC
  24. 24. 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 LaggardsCopyright 2012 Wave Collapse LLC
  25. 25. 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 LaggardsCopyright 2012 Wave Collapse LLC
  26. 26. Explorers Followers LaggardsComputer 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
  27. 27. 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 SocialCopyright 2012 Wave Collapse LLC
  28. 28. 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 SocialCopyright 2012 Wave Collapse LLC
  29. 29. 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 websitesCopyright 2012 Wave Collapse LLC
  30. 30. ! 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 messageCopyright 2012 Wave Collapse LLC
  31. 31. Joy Liuzzo 571.293.0021 joy@wavecollapse.com @joyliuzzoCopyright 2012 Wave Collapse LLC

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