TIMETO GET MOBILE

TABLETOWNERSHIP

40%IN 2012

TABLETOWNERSHIP

70%IN 2013

There are plenty of statistics available about how smartphone and tablet ownership in Australia is continuing to rise.

But how do these devices impact the way that people are choosing to interact with content and advertising, and what trends exist in Australia around content consumed on smartphone, tablet and web?

The Yahoo!7 whitepaper ‘The Web and Mobile’ (June 2012) already showed that in the US and in other international markets, people use the device that matches the content they want to consume and vice versa.

A study by AIMIA confirms that this can now be said of the Australian market. While the digital landscape is still changing, what we see is smartphones and tablets complementing one another and serving different purposes for consumers.

24%

53%

9%

2%

13%

32%

44%

13%

2%10%

33%

42%

12%

1%12%

17%

45%

7%

2%30%

17%

50%

5%

2%

26%

23%

41%

8%

1%

26%2%

EMAILS INFORMATION ENTERTAINMENT

WEBBROWSING PURCHASINGBANKING

34%

10%

41%

13%

My mobile phone use decreasedbecause of buying a tablet

My mobile phone use stayed the samebecause of buying a tablet

My mobile phone use increasedbecause of buying a tablet

My mobile phone use has changedbut not as a result of buying a tablet

I do not use my phone for thispurpose

READ/EDITDOCUMENTS

SMARTPHONEOWNERSHIP

76%IN 2012

SMARTPHONEOWNERSHIP

84%IN 2013

Impact of tablets on mobile phone use

Source: AIMIA. The Australian Mobile Phone Lifestyle Index. Oct 2012

Source: AIMIA. The Australian Mobile Phone Lifestyle Index. Oct 2012

Two recent qualitative studies conducted by research firms for Yahoo!7 confirm AIMIA’s findings and go further to demonstrate how, and in particular when, Australians engage with specific content on their smartphone, tablet and the web.

Conversely, computers (laptops/ desktops) are used for longer more considered tasks, at work, and especially where security may be seen as an issue such as banking and purchasing online. They’re seen as providing the best user experience but are more involved and less accessible for multi-tasking.

TABLET

Thismorningbeforegetting

up

Thismorningin bed

Duringbreak-

fast

Inthe

morning

Atlunch

In theafter-noon

Thisevening

In Bedbeforesleep

At homebeforework

On wayto work

Computer Smartphone Tablet

At work On theway

home

Thisevening

In bedbeforesleep

Source: Yahoo!7 Time of Day Research. 2012

WEEKDAY WEEKEND

DEVICE USAGE

DEVICE USAGE

So, if we know that Australians use a particular device to access specific content and that they use certain devices more or less at certain times of the day, what further trends can be seen?

Australians view their smartphone as the most convenient of all the devices. It’s with them all the time, almost an extension of the body which can be accessed any time anywhere and while doing other activities. The phone is used to quickly access information with people using their smartphones for email, weather, calendar, news, sport and social networking.

Tablets are viewed as entertainment devices and are considered the device for ‘winding-down’. They’re used more for video, games, for deeper social networking and for shopping research. They’re also often a shared device unlike the phone which remains deeply personal.

SMARTPHONE

PERCEPTION OF SMARTPHONES: PERCEPTION OF TABLETS: PERCEPTION OF COMPUTERS:

EXTENSION OF ME

EASY TO USE

ORGANISATIONAL

IMPULSIVE USAGE

ADDICTIVE

SHARED OWNERSHIP/USAGE

WIND DOWN DEVICE

LESS ACCESSIBLE/ HIGH COST

ENTERTAINMENT

COMPUTER

BEST USER EXPERIENCE

SEEN AS SAFER, MORE SECURE

MORE INVOLVED

USED WHEN YOU REALLY HAVE TO

Yahoo!7’s research has shown that there are clear trends around the perception that people have of their smartphone, tablet and computer. This directly effects the device that people choose to use to consume the content they want to access.

The Yahoo!7 research studies showed that there are clearly times during the day when smartphone, tablet and the web are used more frequently. Web usage peaks at work. Smartphone usage is consistent throughout the day and tablets take over in the evening.

Yahoo!7 Time of Day Research. 2012

It’s not hard to imagine that when people wake up, the smartphone is the most popular

device. The smartphone is an alarm clock, it’s how people catch up on what’s happened

while they slept and it’s where people access content that’s important for the day ahead.

Yahoo!7’s research shows that while there is some content that Australians access on all devices at all times of the day, there are also certain times of the day when people access specific content on a certain device. Furthermore, there are times of the day when people are multitasking across screens while engaging in other activities too.

‘In the morning I just roll over and grab my phone’

‘I don’t like waiting till I get to work to check things….’

‘To get things done I have to do them during the day, there’s no time outside of work hours’

‘I sit back relax and use my tablet…’

CONTENT CONSUMPTION TRENDS

In the morning before work, Australians continue to use their smartphone and also their

computer. Many do this whilst they are eating breakfast, listening to the radio and

watching TV.

The smartphone is the only device at hand on the way to and from work. Australians who use

public transport are actively online on their phone in the morning and on the way home from

work people plan their evening and organize their social life.

At work people continue to use their smartphone and also their computer. There’s a merging

of work and social lives as people take breaks from work to access content to help them

manage their life outside of the office. It’s the ‘smoke break’ of the digital age.

In the evening Australians go online with their tablet and computer. The evening time is

viewed as ‘me-time’ and its how people relax after a busy day often. People also use the

evening to research and make serious shopping decisions especially if the purchase

involves other family members.

‘Easier to do it on the bus as I don’t have time later’

BEFOREGETTING UP

BEFOREWORK

AT WORKON THE WAYTO WORK

IN BEDBEFORESLEEP

ON THEWAY HOME

THEEVENING

TIM

E O

F D

AY

TVRADIOEATING

MUSICRADIO

EATINGRADIO TV TV

PR

IMA

RY

DE

VIC

ETO

P CO

NTE

NT

CON

SUM

EDM

ULT

ITA

SKIN

G

News Weather Emails Travel Info Socialnetworking

Calendar Shopping Banking Research Games ChatVideos/movies

Purchasing

Yahoo!7 Time of Day Research. 2012

The insights gained from the most recent Yahoo!7 qualitative study cement our previous research finding that cross device advertising delivers increased effectiveness for advertisers offering greater reach and campaign exposure. Now we can hypothesize that campaigns which take into consideration cross device, content and time specific behaviour will lead to more targeted and potentially more effective advertising. Also, with the advent of products such as FANGO, advertisers have effective ways to engage with consumers across multiple devices harnessing what we know about their TV viewing and mutitasking activity.

With Yahoo!7, Australians have a consistent experience whether they access our premium content on their smartphone, tablet or the web. Our technology means our content is ‘device aware’ so it’s optimised for the device where it is being consumed.

The new Yahoo!7 homepage is an excellent example of this. The new homepage detects whether it’s being viewed on smartphone, tablet or web to offer a seamless cross device experience for consumers. Since implementing these changes we’ve seen a significant increase in the time spent on the homepage and in the number of unique users accessing the page.

BUILD CROSS DEVICE CAMPAIGNS

YAHOO!7 ACROSS DEVICES

This environment provides an optimal situation for advertisers especially when coupled with Yahoo!7’s behavioural targeting products. Yahoo!7’s behavioural targeting products are device agnostic meaning advertisers can access important cross device information about their target audience. Utilising these insights and Yahoo!7’s suite of creative ad formats advertisers can then extend their online campaigns across smartphones and tablets to reach people as they access Yahoo!7’s premium content throughout their day.

125%

24%

INCREASE IN UNIQUE USERS

INCREASE IN TIME SPENT

OLD YAHOO!7 HOMEPAGE vs NEW YAHOO!7 HOMEPAGE

11%30%

INCREASE IN UNIQUE USERS

INCREASE IN TIME SPENT

Yahoo!7’s audience across smartphone and tablet is continuing to grow reinforcing the quality of our content across devices. Additionally Yahoo!7 is enabling advertisers to deepen their audience penetration across device and smartphone platforms with an exciting array of new apps for smartphone and tablets coming soon.

YAHOO!7 MOBILE

Aug

11

Oct

11

Dec

11

Feb

12

Apr

12

Jun

12

Aug

12

5.0

4.5

4.0

3.5

3.0

2.5

2.0

1.5

1.0

0.5

0.0

120

100

80

60

40

20

PV’s

(M

illio

ns)

Uni

que

Use

rs (

Mill

ions

)

Mobile Web Uniques Mobile Web Page Views

Source: Y! Internal System

3,000,000

2,000,000

1,000,000

0

Source: Y! Internal System

Jan 12 Apr 12 Jul 12Oct 11 Oct 12

DOWNLOADS OF ALL APPS, ALL DEVICES, ACROSS AUSTRALIA

Source: Yahoo! Datamining (AU IPs) Oct - Nov 12, Sep - Nov 12

4.3unique users per month apps downloaded

MOBILE DESTINATIONS

MOBILE APPS

COMING SOON ON ANDROID

2.7MILLIONMILLION

With the changes in how and when Australians access content, advertisers need to find the most effective way to

extend their campaigns across devices and become more mobile. As Yahoo!7 research has shown, Australians are

choosing to use the device that they have easy access to, at a given time, to access the information they want to

consume. As the penetration of smartphones and tablets deepens it looks likely that this trend will continue to

accelerate. In the future we predict that we will start to see Australians owning multiple devices. In fact, Yahoo!7’s

qualitative research demonstrates an appetite for more than one tablet per household as people complain of their

‘husband’ and ‘children’ hogging the family device.

But with all these changes, people are still demanding the same level of premium content, they want to view the content

they love, at a particular moment wherever they are and on the device they most readily have access to.

Yahoo!7 will continue to provide premium content and with our device-aware properties this is now accessible across

mobile and tablet as well as web. For advertisers, this means a sustainable solution to construct campaigns which utilise

Yahoo!7’s targeting technologies to reach an increasingly mobile audience.

GET MOBILE WITH YAHOO!7

To find out moreYahoo7.com.au/advertising

www.yahoo7.com.au/getmobile