What You Need to Know About Mobile Marketing 2011 Update Global mobile vs. desktop internet user projection Internet users in millions Mobile web usage will surpass ‘tethered’ usage in less than three years Source: Morgan Stanley, April 2010
What You Need to Know About Mobile Marketing Mobile Ad Spending $1 billion this year, $2. 5 billion by 2014, says e. Marketer Source: e. Marketer, September 2010 2011 Update
What You Need to Know About Mobile Marketing 2011 Update Marketers are thinking even bigger for mobile: $5. 5 B in 2011 U. S. mobile-marketing spending 2010 2011 $ spent on mobile media: $5. 5 billion $2. 3 billion Total U. S. Media Spending: $129 billion* $136 billion* Source: MMA survey of 200 marketers, June 2010; *MMA projection
What You Need to Know About Mobile Marketing 2011 Update Mobile phones take on the PC Among various demos, mobile phone penetration is equal to or greater than internet penetration Mobile phone penetration 1 Internet penetration 2 Gen Y (18 -24) 85% 91% Gen X (25 -44) 85% Younger boomers 81% 79% Older boomers 76% 72% Source: 1 -Insight Express 4 Q 2010 Digital Consumer Portrait. 2 -Pew 2010
What You Need to Know About Mobile Marketing 2011 Update U. S. Household Cellular-Only Penetration The CDC reported in May 2010 that the number was now 24. 5%, with 40% of consumers 18 -34 having no landline Source: Nielsen, 2006 -2009; *For 2010, Centers for Disease Control and Prevention, May 2010
What You Need to Know About Mobile Marketing 2011 Update 10 most widely owned handsets The most popular mobile device among U. S. subscribers 13+ is the LG en. V 3 VX 9200, an Android phone (Apple has three phones on the list, Black. Berry two) Three-month average ending December 2010 Source: com. Score Mobi. Lens
What You Need to Know About Mobile Marketing 2011 Update Mobile media usage spikes among smartphone users U. S. mobile media usage, Q 3 2010 FEATURE PHONE OWNERS SMARTPHONE OWNERS Source: Nielsen
What You Need to Know About Mobile Marketing 2011 Update Mobiles with multitouch capabilities and touchscreens continue to grow fastest But phones with keyboards still represent the largest share of mobile phones Yo. Y: +37% KEYBOARD MULTITOUCHSCREEN Yo. Y: +45% Yo. Y: +63% Country: U. S. , N=32, 044. Three-month average ending September 2010. Source: com. Score Mobi. Lens
What You Need to Know About Mobile Marketing 2011 Update Smartphones will be a majority in the U. S. by Q 2 2012 Projected smartphone penetration FEATURE PHONE Based on survey data and projections. Source: Nielsen SMARTPHONE
What You Need to Know About Mobile Marketing 2011 Update The i. Pad December Hockey Stick: One app’s story The Weather Channel app showed dramatic growth in app downloads and usage in December 2010 due to both new devices in market and bad weather IPAD APP UV IPAD APP DOWNLOADS Source: The Weather Channel IPAD APP PAGE VIEWS (PV) IPAD DEVICE PV ON WEATHER. COM
What You Need to Know About Mobile Marketing 2011 Update Minority report: Leading in mobile African-Americans and Latinos lead non-Hispanic whites in use of mobile data applications, including early-adopter activities like purchasing via the phone All adults White, non. Hispanic Black, non. Hispanic (Englishspeaking) Own a cell 82% 80% 87% Send/receive text messages 72% 68% 79%* 83%* Access Internet 38% 33% 48%* 51%* Use a social-networking site 23% 19% 33%* 36%* Purchase product 11% 10% 13% 18% * Statically significant difference. Source: Pew Research
What You Need to Know About Mobile Marketing 2011 Update 3 G access is now at nearly 50% penetration of the U. S. mobile market Smartphone ownership rose to nearly 30% during the year. The most important enabler, unlimited data plan subscribers also grew. These are all very positive signs for the future growth of the market. 3 G SUBSCRIBERS UNLIMITED DATA PLAN SMARTPHONE SUBSCRIBERS 48. 4% 28% 25. 1% Three-month average ending December 2009 to 2010. Source: com. Score Mobi. Lens
What You Need to Know About Mobile Marketing 2011 Update Teens and texting Kids 8 -18 spend more than two hours per day on average talking and texting; behavior is most pronounced among minority groups Age Sex Race/Ethnicity Among all 8 -10 11 -14 15 -18 Boy Girl White Black Hispanic Talking : 33 : 10 a : 36 b : 43 b : 28 a : 38 b : 25 a : 46 b : 37 b Texting 1: 35 - 1: 13 a 1: 53 b 1: 14 a 1: 58 b 1: 22 a 2: 03 b 1: 42 ab Statistical significance should be read across rows, by section. 1 -Among those in 7 th to 12 th grades only. a, b, c: Differences between demographic groups and changes over time have been tested for statistical significance, taking into account sample weighting and design effect. They are reported only if the difference is significant, at least at the p<. 05 level. a, b, c superscripts are used to denote whether data points differ reliably. Items that do not have a superscript or share a common superscript do not differ significantly. Source: Kaiser Family Foundation, January 2010
What You Need to Know About Mobile Marketing A lot of devices can deliver media through wireless Expect tablets to increase in penetration rapidly, and connected TVs to make the list soon. Source: Pew, Americans and their Gadgets, September 2010 2011 Update
What You Need to Know About Mobile Marketing 2011 Update 42. 4% of U. S. mobile phone owners use their phones for mobile media The number of people who are using voice only has declined 17. 2% year on year, while mobile media usage has grown 23% Just Voice: 28. 5% Mobile Media: 42. 4% SMS (and not Mobile Media: 29. 1% Mobile Media = Connected Media (except SMS) in Mobi. Lens, defined as used phone browser, applications, or downloaded content. Three-month average ending September 2010 Country: US, N=32, 044 Source: com. Score Mobi. Lens
What You Need to Know About Mobile Marketing 2011 Update After talking, text messaging most common activity on mobile phones U. S. mobile media usage (past 30 days), Q 3 2010 ALL SUBSCRIBERS 150. 1 M Source: Nielsen 72. 1 M 49. 6 M 87. 7 M FEATURE PHONE OWNERS 40. 0 M 48. 3 M SMARTPHONE OWNERS 22. 9 M
What You Need to Know About Mobile Marketing 2011 Update RIM leads in smartphone share, Samsung in all mobile devices Apple may dominate the headlines, but as of December 2010, the i. Phone accounted for just 7% of all mobile phones and 25% of smartphone share SAMSUNG LG MOTOROLA RIM OTHER NOKIA APPLE KYOCERA SANYO SONY ERICCSON PALM UTSTARCOM Note: Android is not device-specific and Motorola, HTC, LG and Samsung, among others, make devices with this operating system. Three-month average ending December 2010. Source: com. Score Mobi. Lens
What You Need to Know About Mobile Marketing 2011 Update Smartphones are 27% of all phones in market U. S. smartphone penetration and marketshare Total Market Share* Smartphone OS Share* Apple 25% RIM 31. 6% Smartphone Non. Smartphone Microsoft 8. 4% Palm 3. 7% Three-month average ending December 2010. Source: com. Score Mobi. Lens Google/Android 28. 7%
What You Need to Know About Mobile Marketing 2011 Update Android is now a brand consumers desire Mobile operating system preferences among future smart phone buyers, June 2010 vs. September 2010 JUNE 2010 Source: 2010 Changewave Research SEPTEMBER 2010
What You Need to Know About Mobile Marketing 2011 Update The average mobile media user is 32; Younger users like ringtones, music Younger users buy ringtones, create their own ringtones and listen to music; mobile internet services (browsing, apps and email) skew 60%-65% male Purchased ringtone Higher on chart = more female Further to right = older Size of bubbles = # of users Social networking Made own ringtone Ringback Mobile Media App Listened to music Purchased game Played games Browser E-mail Three-month average ending September 2010. Country: U. S. , N=32, 044. Source: com. Score Mobi. Lens Unlimited Data Plan
What You Need to Know About Mobile Marketing 2011 Update It’s Not Only About Apps: Mobile Internet (WAP) Users Grow Monthly Unique mobile internet users, in millions 61. 6 M Source: Nielsen, November 2010 86. 6 M
What You Need to Know About Mobile Marketing 2011 Update The Mobile Web (WAP): Search, e-mail, social networking most popular Top genres for mobile browsing NEWS AND WEATHER GENRES COMMUNICATING AND SHARING OTHER Three-month average ending October 2010. Country U. S. , N=32, 397. Source: com. Score Mobi. Lens
What You Need to Know About Mobile Marketing 2011 Update Mobile content (ads for apps and other downloads) still makes up almost half of advertising on the mobile web Share of mobile display web-based advertising MOBILE CONTENT CONSUMER DISCRETIONARY CONSUMER STAPLES FINANCIAL HEALTH CARE INFORMATION TECHNOLOGY TELECOMMUNCATION SERVICES Source: com. Score Ad Metrix Mobile, November 2010
What You Need to Know About Mobile Marketing 2011 Update For brand marketers, TV/entertainment, specialized consumer services and auto lead mobile web ad categories Consumer discretionary mobile web advertising by category BROADCASTING & CABLE TV SPECIALIZED CONSUMER SERVICES AUTOMOTIVE MANUFACTURERS EDUCATIONAL SERVICES MOVIES & ENTERTAINMENT HOTELS, RESORTS & CRUISE LINES CONSUMER ELECTRONICS ADVERTISING AUTOMOTIVE RETAIL RESTAURANTS OTHER Source: com. Score Ad Metrix Mobile, November 2010
What You Need to Know About Mobile Marketing 2011 Update Weather is top app category for usage, followed by maps Location-aware services like weather, maps, restaurant information, movie information, traffic reports are all in the top 10 Weather Maps Social Networking Personal e-mail Search News Sports information Work e-mail Restaurant information Movie information Traffic reports Entertainment news Bank accounts Photo or video sharing service Stock quotes or financial news Tech news Business directories Gaming information General reference Television guides Three-month average ending September 2010 Country: U. S. , N=32, 044 Source: com. Score Mobi. Lens LOCATION-BASED SERVICES E-MAIL OTHER
What You Need to Know About Mobile Marketing 2011 Update Social networking, utilities and games are the top free apps downloaded on i. Phones in 2010 – these are ad supported Highest ranked free applications in Apple’s app store for i. Phone (aggregated across all countries) Rank Application Category Price 1 Facebook by Facebook Social Networking Free 2 Skype by Skype Software S. a. r. l Social Networking Free 3 Talking Tom Cat by Outfit 7 Entertainment, Games-Kids Free 4 i. Books by Apple Inc. Books Free 5 Windows Live Messenger by Microsoft Social Networking Free 6 Angry Birds Lite by Clickgamer. com Games-Family, Games-Puzzle Free 7 Google Mobile App by Google Reference Free 8 Twitter by Twitter Social Networking 9 Paper Tops by Backflip Studios Games-Action, Games-Simulation Free 10 Solitaire by Mobility. Ware Games-Card, Games-Casino, Games-Strategy Free Source: Distimo Report, full-year 2010 Free - $4. 38
What You Need to Know About Mobile Marketing 2011 Update The mobile web is most commonly used by marketers, and they have a wealth of options Mobile marketing elements currently using Mobile websites Mobile apps Mobile messaging/SMS Mobile display ads (CPM or CPC) Mobile search Mobile rich media apps Mobile video 2 D "smart" barcodes Mobile coupons Location-based services Interactive voice response Mobile gaming Proximity - Bluetooth, RFID Near field communications payments Source: Association of National Advertisers, 2010 MORE THAN 3 YEARS 1 -3 YEARS LESS THAN 1 YEAR
What You Need to Know About Mobile Marketing 2011 Update Women are more interested in SMS alerts about groceries, beauty and fashion, men in electronics Almost equal interest in restaurants, fast food, travel and health MALE FEMALE Source: Placecast The Alert Shopper II, conducted by Harris, July 2010. Base: those interested in SMS alerts
What You Need to Know About Mobile Marketing 2011 Update Weather, search and maps are even more frequently used than social networking among app users Apps used frequently/very often Source: The Weather Channel App Attitudes and Usage Survey, November 2010, N=894 users
What You Need to Know About Mobile Marketing 2011 Update Mobile ad effectiveness: More than double that of online Campaign effectiveness brand metric deltas; mobile vs. online, November 2007 -December 2010 MOBILE NORMS ONLINE NORMS The study used norms developed in online ad testing as a benchmark to draw conclusions around the performance of advertising on mobile devices. Insight. Express compared the two using Insight. Norms, the company’s normative database containing more than 1, 000 online ad effectiveness campaigns and more than 100 mobile ad effectiveness campaigns. Mobile Insight. Norms are based on Insight. Express’ flagship mobile brand effectiveness solution, Mobile Ad. Insights, which employs a test/control design to measure the brand impact of mobile advertising campaigns. Source: Insight Express
What You Need to Know About Mobile Marketing 2011 Update The mobile vs. online banner ad differential: Mobile shows greater lift in brand metrics Average brand metric deltas for mobile and online campaigns: AIDED BRAND AWARENESS AD AWARENESS MESSAGE ASSOCIATION BRAND FAVORABILITY PURCHASE INTENT Source: Dynamic Logic Market. Norms for Online, last three years through Q 3/2010, N=2, 461 campaigns, N=3, 713, 053 respondents; Ad. Index for Mobile Norms through Q 3/2010, N=110 campaigns, N=92, 547 respondents Delta (Δ)=Exposed-Control
What You Need to Know About Mobile Marketing Prices for paid apps softened in 2010 Change in average price (January-December 2010, all countries) WHOLE STORE TOP 100 APPLICATIONS Source: Distimo Report, full-year 2010 2011 Update
What You Need to Know About Mobile Marketing Apps reach just 24% of the U. S. population, according to Pew and Nielsen All adults 82% use cell phones 35% have apps 24% use apps Source: Pew/Nielsen, The Rise of Apps Culture, September 2010 2011 Update
What You Need to Know About Mobile Marketing 2011 Update App downloaders: Varies by phone type and brand; Apple is app-natical Average number of applications on the phone by operating system Source: Nielsen, Q 3 2010, August 2010. Nielsen App Playbook
What You Need to Know About Mobile Marketing 2011 Update Even on the i. Pad, the trend is toward free (ad-supported) apps Revenue share by monetization type (US) REVENUE SHARE PAID APPLICATIONS i. Pad Source: Distimo Report, full-year 2010 REVENUE SHARE PAID APPLICATIONS WITH IN-APP PURCHASES REVENUE SHARE FREE APPLICATIONS WITH IN-APP PURCHASES
What You Need to Know About Mobile Marketing 2011 Update People who watch video on mobile phones watch more than those who do so on the wired web Nielsen Three Screen Report breaks down time spent with video by device Monthly Time Spent in Hours : Minutes Per User 2+ Q 1 2010 Q 4 2009 Q 1 2009 % Diff Yr to Yr Hrs: Min Diff Yr to Yr Watching TV in the home 158: 25 153: 47 156: 24 +1. 3% +2: 01 Watching timeshifted TV 9: 36 9: 13 8: 22 +14. 7% +1: 14 Using the Internet on a PC 25: 26 26: 32 29: 15 -13. 1% -3: 49 Watching video on Internet 3: 10 3: 22 3: 00 +5. 9% +0: 11 Mobile subscribers watching video on a mobile phone 3: 37 Flat 0: 00 Based on total users of each medium. Note: TV viewing patterns in the U. S. tend to be seasonal, with TV usage higher in the winter months and lower in the summer months, sometimes leading to a decline in quarter to quarter usage. Source: Nielsen Three Screen Report, Q 1 2010
What You Need to Know About Mobile Marketing Auto is the big advertiser in mobile video Amount of revenue on Rhythm’s network Automotive Mobile + telecom CPG Travel + hospitality Entertainment Retailers Consumer electronics Financial services + insurance Government + education Beer + wine + spirits Source: Rhythm New Media, based on internal data, Q 4 2010 2011 Update
What You Need to Know About Mobile Marketing 2011 Update Mobile search: Onward and upward Clicks, 2010 YTD 9. 2% MOBILE DEVICES WITH FULL BROWSERS 3. 0% Source: Perfomics, full-year 2010 % OF CLICKS FROM MOBILE
What You Need to Know About Mobile Marketing 2011 Update People with Android phones are most likely to scan barcodes Have you ever used a barcode scanning application? NO YES Source: Kantar Compete Q 3 Smartphone Owner Survey, January 2011
What You Need to Know About Mobile Marketing 2011 Update Smartphones Are Being Used For a Variety of Retail-Related Activities Percentage of smartphone owners who have ever used the device to. . . Source: Compete Smartphone Survey, Q 3 2009
What You Need to Know About Mobile Marketing 2011 Update The Big 3 mobile ad networks control most of mobile display; only 21% is sold by smaller networks or direct Estimated U. S. mobile display ad revenue share by vendor, 2010 Source: IDC
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