Mobile Apps & How They're Revolutionizing Search

w w w . c o m p e t e . c o m

Mobile Apps & How They’re Revolutionizing Search

w w w . c o m p e t e . c o m2

About CompeteCompete connects the dots from online insights to marketing ROI

• Increase online and offline marketing effectiveness based on online behaviors and survey responses from millions of consumers

• Largest integrated online consumer behavior and survey panel in the industry

• Expertise in the automotive, consumer goods, financial services, media, mobile, online, retail, telecom and travel markets

Advertising and promotion effectiveness

Shopper quality and brand consideration

Website effectiveness

Segmentation and targeting

Search marketing performance

Customer satisfaction and loyalty

Competitive tracking and benchmarking

2

w w w . c o m p e t e . c o m3

0M

1M

2M

3M

4M

5M

6M

7M

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0M

1M

2M

3M

4M

5M

6M

7M

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

0M

1M

2M

3M

4M

5M

6M

7M

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

1. Smartphone Interest

2. Apps vs. Browser

3. Barcode Scanning

4. Mobile Advertising

w w w . c o m p e t e . c o m4

How Often Smartphone Owners Seek Info

15%

23%

12%

13%

32%

26%

7%

29%

22%

8%

6%

21%

7%

3%

2%

8%

Use maps/GPS

Look up movie times

Make dinner reservations

Look up local stores

Less than 1 time a month Monthly Weekly Daily

w w w . c o m p e t e . c o m5

Consumers Rely on Apps & Browser for Info

AppsMobile

BrowserBoth

61%

38%

35%

22%

20%

45%

41%

49%

19%

17%

24%

29%

Use maps/GPS

Look up movie times

Make dinner reservations

Look up local stores

w w w . c o m p e t e . c o m6

38% of Smartphone Owners say that an Integrated Apps Store is a must have

Consumers are flocking to the app stores26% of Android Owners and 31% of iPhone Owners have visited an app store at least 11x in the past 3 months

w w w . c o m p e t e . c o m7

Selective About Choice of Downloads

37% download zero apps a month

26% of apps are used just 1x (source: Localytics)

43% download just 1-3 apps a month

80% say most or all apps were free

w w w . c o m p e t e . c o m8

Not “Searching” in the Traditional Sense

Android Owners iPhone Owners

Search 17% 23%

Shopping / Retail 28% 33%

Dining / Restaurants 24% 39%

Maps / Navigation 34% 32%

• Instead, they are downloading applications that help to solve a particular problem:

• What restaurant should I go to? What store is nearby?

w w w . c o m p e t e . c o m9

28% have used a Barcode Scanning application

Top items scanned:

1. Grocery Items

2. Books, DVDs, video games

3. Apparel, shoes, jewelry

Top reason to scan: compare prices on the product to other stores

w w w . c o m p e t e . c o m10

Of those…

47% recall in app advertising

40% recall an ad in the browser

26% received an ad via SMS

21% got a location based coupon

via SMS

19% received a coupon via email

that they could redeem w/o printing

34%of Smartphone Owners recall seeing mobile advertising

w w w . c o m p e t e . c o m11

17% use a coupon that was received

15% used search to get more

information about the product

14% look online for more

information about the product

10% consider buying the product

9% talked to a friend, family member

or colleague about the product

38%of those exposed take some sort of action following exposure

w w w . c o m p e t e . c o m12

Danielle NoheDirector, Technology and Entertainment

Twitter: @danielleanohednohe@compete.comOffice: 617.933.5696Mobile: 617.694.0456