Mobile Media Consumption: A New Wave Takes Shape

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  • 1.Crid Yu VP & Managing Director, North America InMobiMobile Marketing Association

2. Mobile Media Consumption:A New Wave Takes ShapeMMA Forum | January 29th, 2013Mobile Marketing Association 3. From the moment we wake upWe are always on US mobile users spend 2.7 hours per day 82% of mobile web users access theirsocializing on their device over 1/3 of the devices in bedtime they spend sleepingSource: InMobi!Source: ComScore!Mobile Marketing Association 4. Reading Magazines / Newspapers Using Mobile Media 35(excluding calls and Tablet DevicesSMS) 37minutesminutes 108minutesGLOBALLY, MOBILEDATA USERS Listening52 CONSUME to Radio7 HOURSminutesOF MEDIA PER DAY92 93 minutes minutesOnline via Desktop/LaptopWatching TVSample size: n=12,723Mobile Marketing Association 5. Mobile Ad Spend (in billions) $40$35$30$25$20 GlobalUS$15$10$5$-2012 20132014 20152016 Source: eMarketerMobile Marketing Association 6. Understand consumer media consump7on behavior around the world Keep up to date with new Find whats working and what trends and track changes resonates well with over 7me consumers Research ObjectivesMobile Marketing Association 7. Has mobile adver7sing ever: Introduced you to something new (75%) Caused you to reconsider a Awarenessproduct (55%) Inuenced your in- Favorability store purchase (45%) ConsiderationProvided you Shopping with beEer Researchop7ons (67%) Sale Helped you nd something nearby (69%) Base: Global Average n=12,723Mobile Marketing Association 8. Which two forms of media most impact your purchasing decisions? 0% 10% 20% 30% 40% 50% 60% 10%50%20% 40% 47%10% 30%Mobile is already on par with traditional media inimpacting purchase behaviorBase: Global Mobile Average n=9,880Mobile Marketing Association 9. Mobile data users claimed they have noticed advertising on the following mobile channels:54%40%27% 23%17%In an app On a search engine On a retailer website On a video website Others Sample size: n=9,441 Mobile Marketing Association 10. Compared to other forms of advertising like TV or online, how comfortable areyou with mobile web and mobile app advertisements (not SMS)? More comfortable, I find them to be very29% usefulEqually comfortable, Im getting used to 30% seeing them Less comfortable, I find them intrusive 20%No opinion, I dont think much about ads21%on my phone of mobile data users are as comfortable with mobile59%advertising as they are with TV or online advertising Sample size: n=14,439 Mobile Marketing Association 11. How often do you unintentionally click on mobile ads (such as bannersor rich media ads)? 5% Never10% 18%Rarely ONLY 15% OF MOBILE DATA USERS(less than 5% of thetime)OccasionallyFREQUENTLY(5-10% of the time)CLICK ON MOBILE ADS28%UNINTENTIONALLYFrequently(10-25% of the time)39%Very frequently(over 25% of the time) Sample size: n=9,127 Mobile Marketing Association 12. Device use pa1erns reect their inherent compe99ve advantages During a typical day, at what ?mes do you usually use your device? Smartphone Tablet PC 60% 50% 40% 30% 20% 10% 0% 6am - 8:59am 9am - Noon - 3pm - 5:59 6pm - 9pm - Midnight - 3am - 5:59am 11:59am 2:59pm pm 8:59pm 11:59pm 2:59am Source: Mobext & InMobi Connected Device ResearchMobile Marketing Association 13. 70% data usersof mobilein the US engage inmobile mediaactivities whilewatching TV Base: US n=1,055Mobile Marketing Association 14. We can tackle both upper and lower funnel Mobile We can to engage customers across plaXorms Marketing Call to We have to deliver on measurement Actionand results We have to deliver the promise of targe7ng We have to deliver on the ad experience Mobile Marketing Association 15. Tums Mobile Marketing Association 16. TUMS REFRESHERS The objective of the Tums campaign was to increase brand awareness of the Freshers product via a rich media campaign. 7,091,798 Impressions .92% CTR 3,460 of mobile users took action by linking out to Facebook, Twitter & Tums mobile siteMobile Marketing Association 17. Thank you!