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Mobile Marketing Q 4 Trend Report - The Incredible Potential World of Mobile Commerce: Mobile Marketing Q 4 Trend Report - The Incredible Potential World of Mobile Commerce: Is it a Phone, a Wallet or a Shopping Mall? © 2011 Crain Communications Inc.

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce People Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce People Use Mobile Phones Everywhere In-store usage is third most-common location. Q: Where do you use your smartphone? Base: Smartphone users (5, 013); *On the go defined as while commuting, walking Source: The Mobile Movement Study, Google/Ipsos OTX Media. CT, April 2011. Chart 1

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Smartphone Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Smartphone Owners’ Plans for Holiday Shopping Q: What do you anticipate doing at the holidays on your mobile phone while you are in a store? Base: Smartphone owners Source: Insight Express Q 3 2011 Digital Consumer Portrait Chart 2

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Deal-a-Day Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Deal-a-Day Usage Frequency, and Method of Accessing Deal-a-Day 15. 8 million mobile consumers access deal-a-day, with a larger percentage of those accessing through a browser. Source: com. Score Mobi. Lens US; One-Month Average ending August 2011 Chart 3

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Top Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Top Deal-a-Day Brands Groupon is the largest player, but plenty of others are getting into the game. Source: com. Score Mobi. Lens U. S. ; One-month average ending August 2011 Chart 4

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Tablets Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Tablets Win Out Over Phones for Purchases; Phones for In-store Related Activity Base: Own smartphone and tablet (N=286) Source: Pay. Pal/IPSOS, October 2011 Chart 5

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Purchases Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Purchases via Tablets Tablet purchases skew toward electronics and media. Food, travel and clothing also popular. Q: What have you purchased on your tablet instead of on your computer or in a store? Base: Tablet owners Source: Insight Express Q 3 2011 Digital Consumer Project Chart 6

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Tablet Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Tablet and Mobile Phone Search: It’s Couch Commerce Tablets and mobile-phone search have distinctly different patterns than desktop search Source: Google internal data 2011. Indexed traffic volume shown hourly for one day. Chart 7

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce U. Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce U. S. Mobile-Commerce Projections Through 2016 Forrester projects $6 billion in mobile commerce in the United States this year and $10 billion next year. Source: Forrester Research Chart 8

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce U. Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce U. S. Online and Web-Influenced Retail Sales, 2009 -2015 Even e-commerce is tiny compared with web-influenced retail. Mobile will impact both. Source: U. S. Online Retail Forecast, 2010 -2015, Forrester Research, Feb. 28, 2011 Chart 9

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Shopping Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Shopping Activities on Mobile Phones 44. 4 million consumers, or 19% of the mobile audience, have performed the most common shopping activities on their mobile phones. 8. 8 million consumers have done all of the above shopping activities on their mobile phones. Source: com. Score Mobi. Lens U. S. , One month average ending August 2011 Chart 10

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce M-Commerce, Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce M-Commerce, Purchases via Mobile 18% of mobile owners have purchased something on their phone. Source: Insight Express Q 3 2011 Digital Consumer Portrait. Base: Cell Phone Owners Chart 11

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Demographics Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Demographics of Mobile Shoppers Let’s hear it for the younger dads: They’re the most likely to be mobile-shopping. Source: com. Score Mobi. Lens U. S. , One month average ending August 2011 Chart 12

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Top Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Top Retail Sales via Mobile Mix of top e-commerce, electronics, couponing, entertainment SITE CATEGORY UNIQUES PAGE VIEWS Amazon. com Department stores 15, 258, 444 107, 105, 148 Microsoft Electronics 14, 258, 562 11, 770, 807 e. Bay Auction 10, 985, 296 167, 460, 741 Apple Electronics 8, 283, 645 19, 580, 872 Walmart Department stores 6, 807, 488 141, 001, 318 Groupon Coupons 5, 866, 588 14, 949, 292 Netflix Games, music, movies, books 4, 212, 047 29, 548, 634 Endless. com Apparel, shoes and accessories 4, 134, 047 8, 842, 497 Target Department stores 4, 081, 010 77, 492, 780 Fandango Entertainment and tickets 3, 972, 364 23, 860, 113 Source: Ground. Truth, August 2011 Chart 13

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Activities Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Activities by Users M-commerce activities continued to increase quarter over quarter in 2011. Source: The Nielsen Company. Base: All M-commerce users, Q 2 2011 Chart 14

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Mobile Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Mobile Browser vs. Apps: Shopping Activities Retailers went mad for apps, but the reality is that an optimized mobile website will deliver much more bang for the buck. Source: com. Score Mobi. Lens U. S. , One month average ending August 2011 Chart 15

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Mobile Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Mobile Initiatives of E-tailers Survey of top 500 e-tailers and mobile initiatives: Progress being made but a long way to go. Source: Acquity Group 2011, M-Commerce Audit Summary Chart 16

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Mobile Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Mobile App Presence of E-tailers Mobile app presence of top 500 e-tailers: Android has gained the most. Source: Acquity Group 2011 M-commerce Audit Summary Chart 17

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Mobile Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Mobile vs. Salesperson: The Scan-and-Scram Customer Get your salesperson out there meeting the scan-and-scram customer head-on. Percentage who will reach for mobile in-store before asking a salesperson Source: Insight Express, Q 3 2011 Digital Consumer Portrait, Base: Smartphone Owners Chart 18

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce: Many Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce: Many Touch Points Mobile-related commerce is not one simple mode but many. Source: The Mobile Movement Study, Google/Ipsos OTX Media. CT, April 2011. Base: Have used a smartphone to help shop or purchase in some way (3533) Q: Which of the following ways do you typically approach shopping with your smartphone? Note: “None of these” 15% excluded Chart 19

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce See Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce See Products In-Store, Order via Phone 71% of innovators are in-store checking out products, but then ordering via their phones. % of those who looked at a product in-store and ordered from phone immediately Source: Ogilvy. One and Ogilvy. Action Global Mobile Recall Study, March 2011. Base: 1, 500 United States, United Kingdom, Singapore Chart 20

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Privacy Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Privacy Concerns Around Mobile Payments Consumers aren’t all sold on using their mobile devices as wallets, and not everyone trusts his or her privacy will be protected. Source: Nielsen, Consumer Confidence Survey Q 1 2010, Q 3 2010 Chart 21

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Mobile Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Mobile Phone Shopping Barriers Security is still a hurdle for many consumers. Q: What stops you from using your mobile phone to shop? Base: Smartphone owners Source: Insight Express Q 3 2011 Digital Consumer Portrait. Chart 22

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce The Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce The Coffee Commerce Timeline How and when Starbucks rolled out its mobile-payment strategy Source: Starbucks Chart 23

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Challenges Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Challenges to Mobile Payments Chief technology officers see NFC as the most likely way mobile payments will be rolled out. Source: Deloitte Future of Mobile Payments Survey, April 2011 Chart 24

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Challenges Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Challenges to Mobile Payments Several hurdles need to be cleared before mobile payments become widespread in the United States. Source: Deloitte Future of Mobile Payments Survey, April 2011 Chart 25

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Preparedness Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Preparedness of Key Players to Deploy Mobile Payments Merchants are the laggards at getting ready for mobile payments. Note: Percentages may not add up to 100% due to rounding. Source: Deloitte Cell Me the Money, April 2011 Chart 26

Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Most Mobile Marketing Q 4 Trend Report The Incredible Potential World of Mobile Commerce Most Trusted Brands in Mobile Payments Google may want to own the mobile wallet, but other brands have a leg up on trust for payments; % of respondents expressing trust: Source: Ogilvy & Mather Mobile Shopper Survey, August 9, 2011 Chart 27