K8 - Smart Mobile from Edwin Wong at Yahoo!

Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 1

Smart MobileHow mobility permeates our lives


Tablet’s projected 5 year growth rate eclipses all other devicesTablet’s projected unit sales from release year (global)

Year 5Year 2 Year 3 Year 4

In millions:

Year 1

10

02

00

30

04

00

Source: Morgan Stanley Research, Gartner, IDC company reports (Feb 2011)


What does this tiny device even mean?


The 4 C’s:

Digital Connective

ConsciousnessCultureContentCommunityCommunications+ + + =


Cousins• Hyperactive• Fun but glad to

take a break

Younger sibling/teenager• Cute and useful • Always tags along;

constantly growing and surprising

Grandparents• Started the whole tech family;

always comes back; mostly used for background noise

Parental figure• Powerhouse • Handles the

heavy, but staid

Cool older sibling• Cutting edge, powerful and enticing• Always has neat tricks up his sleeve


Previously, usage spiked at specific points in time, leaving gaps for “Life”

Source: Tablet Universe: Consumption Across Devices | August 2012

An ebb and flow of usage, leaving both small and wide gaps throughout the day

TIME

TelevisionLaptop

Desktop

Smartphone


Now, convenience of multiple devices allows consumers to fill in the gaps


Consumers no longer access single devices at specific points in time for specific activities or occasions.

TIME


Creating continuous usage, allowing for greater accessibility, connectivity, and efficiency


Technology is used continuously throughout the day – leaving no gaps in time

TIME


Each device fills gaps & needs% most typically use device while in the following situations…


Multitasking at home (i.e. in conjunction with something else)

Winding down at home (i.e. relaxing/before bed)

Filling in the gaps at home (i.e. while roaming around the house)

Getting things done (i.e. specific tasks)

Filling in the gaps on the go (i.e. while traveling, waiting on others, out-of-home ‘me-time’)

Navigating the moment (i.e. out running errands, need last minute info, location-based)

Communal activity(i.e. social settings, with family/others, family activities)

Getting the day started (i.e. when waking up, before work)

61

61

46

38

33

26

25

21

43

38

39

36

45

44

35

33

56

54

47

66

21

24

18

30


MULTI-TASKING ON DIGITAL DEVICES:

It's happening...a lot


TV watching has always been about community and connection...

SOURCE: Yahoo! Razorfish Mobile TV Multi Tasking | October 2011


... we've always been about "crossed experiences"

SOURCE: Yahoo! Razorfish Mobile TV Multi Tasking | October 2011


From 2011, we’ve seen an increase in multi-taskerI multi-task on the following devices…

Source: Yahoo! Multi-tasking Study | July 2013Total Mobile Internet Users 18-64, Total Tablet Users 18-64

122MM mobile internet users:

• 80% multi-task

• 98million

131MM mobile internet users:

• 81%multi-task

• 106million

27.8MM Tablet users:

• 94% multi-task

• 26million

48.8MM Tablet users:

• 85% multi-task

• 42million

20132011


In fact, 1/2 mobile multitask while watching TV daily, with 1/3 checking in 2+ times

Source: Yahoo! Multi-tasking Study | July 2013Q: How often do you use any of the following devices while watching TV at home?Q: Which of the following best describes when/how you typically multitask using tech devices while watching TV?

I mobile multitask while watching TV...What am I usually doing…?

2011 2013

49%63%

21%

22%

At least once a week Everyday

I multitask while watching TV

94%

60%

Communication

Content


Email is more a PC activity and IM is more mobile basedWhen I multitask I do a communications activity, such as…

Source: Yahoo! Multi-tasking Study | July 2013MULTI2. You mentioned that you use the following devices while watching TV at home. Which of the following, if any, do you do on these devices while watching TV at home? Please select all that apply for each device. Base: Use Device While Watching TV Once a Month +; Laptop or Desktop Computer n=1604, Smartphone /Web-enabled mobile phone n=868 Tablet n=411

Check & Send email

Update & view social networks

IM

Discussion boards & chat rooms

76%

54%

28%

24%

Tablet

Mobile

Laptop & Desktop


There’s a lot of content activity with ~40% searching for related commercial content

Source: Yahoo! Multi-tasking Study | July 2013MULTI2. You mentioned that you use the following devices while watching TV at home. Which of the following, if any, do you do on these devices while watching TV at home? Please select all that apply for each device. Base: Use Device While Watching TV Once a Month +; Laptop or Desktop Computer n=1604, Smartphone /Web-enabled mobile phone n=868 Tablet n=411

63%

48%

49%

39%

46%

44%

38%

Tablet

Mobile

Laptop & Desktop

Surf Internet for non related content

Surf Internet for related content

Play online games

Search for info related to commercial

Watch videos

Read news

Do work-or school-related activities

When I multitask I do a content activity, such as…


There's a definite need to optimize mobile sites

XX

52% of consumers are disappointed when companies do not have specialized sites for their mobile Internet browser

CONSUMER MARKETER

75% of companies have no clear mobile strategy



It's happening... a lot

BIG EVENTS

How mobility extends water cooler moments


The Digital Extension

SOURCE: Y! Yodeler's Panel | Academy Awards | March 2012n = Total Sample (n = 2,535)

24% got info about an Oscar-nominated movie

THE PRE-SHOW

19% got info on Oscar nominated actors or actresses

THE LIVE SHOW

24% looked for monologues, performances & opening numbers while watching the show live

THE AFTER PARTY

46% looked at best and worst dressed pictures

38% wanted Oscar results

36% read Oscar articles online after the live show

22% got to a photo, read an article, or watched a video about the Oscars from their friends social media wall


There’s a growing daily trend of sports content consumption on mobile devices

2013 MULTI13 and 2011MOB4: Now please think about sports in general. How often do you check or read sports-related content such as news, scores, stats or results, etc. via your mobile device? Base: Mobile phone/Smartphone owners, 2013 n=1320; 2011 n=1745

Frequency of checking & reading sports related content on mobile devices

2011 2013

18% 22%

15%

26%33%

48%

EVER (NET) Daily

2011 2012


Similar to 2011, sports multi-tasking continues to be more content driven

MULTI12. Which of the following, if any, do you typically do while watching sporting events on TV? Base: Web-Enabled Mobile Phone/Smartphone Owners who multi-task with sports TV shows and check Sports-Related Content via their Mobile Device at least Weekly (n=1498)

When watching sports, I multi-task by doing the following…

Look for the latest scores of other games/events

Look for schedules of other games/events

Look for team and player information/stats

Look for top sports headlines/sports-related articles

Look for sports online-video content

Look for sports-related images/photos

Read/Write blog posts

Text someone about the sporting event

Email someone about the sporting event

Talk smack with other fans online

IM someone about the sporting event

78%

49%

44%

39%

33%

24%

22%

20%

65%

46%

26%

28%

25%

Content

Communicate


Fact finding missions are also popular when it comes to sports

MULTI12. Which of the following, if any, do you typically do while watching sporting events on TV? Base: Web-Enabled Mobile Phone/Smartphone Owners who multi-task with sports TV shows and check Sports-Related Content via their Mobile Device at least Weekly (n=1498)

When watching sports, I multi-task by doing the following…

Posted or updated social networking sites

Posted a message or discussion boards

Posted images on a photo sharing site

Posted related video content onto a video site

Fact-check something someone I know said

Fact-check something the announcer said

Check & manage my fantasy team(s)

Make a sports related purchase

Something else sports related

51%

35%

21%

15%

15%

55%

29%

27%

23%

13%

16%

Share

Other



It's happening... a lot

Drag or insert client logo or image here

OUR SUPER BOWL CASE STUDY


The Super Bowl was 1/5 commercial content

2013 Super Bowl: Sunday Feb 03, 2013, between 3:30-7:30 hrs PST Control dates: Same time & day after (2/10)Measurement: User activity on m.yahoo.com (for US users), using Y! Internal DataTV Commercial data sourced from Nielsen

3:30 PM

3:40 PM

3:50 PM

4:00 PM

4:10 PM

4:20 PM

4:30 PM

4:40 PM

4:50 PM

5:00 PM

5:10 PM

5:20 PM

5:30 PM

5:40 PM

5:50 PM

6:00 PM

6:10 PM

6:20 PM

6:30 PM

6:40 PM

6:50 PM

7:00 PM

7:10 PM

7:20 PM

7:30 PM

-20%

-10%

0%

10%

20%

30%

40%

Time(by 5min slot)

2013 Super Bowl (Main game: 3:30pm – 7:30pm, PST)

Blck out1Q Starts 2Q Starts

3Q Starts

4Q StartsHalf-TimeBreak

Game End

TV Ad Breaks


3:30 PM

3:40 PM

3:50 PM

4:00 PM

4:10 PM

4:20 PM

4:30 PM

4:40 PM

4:50 PM

5:00 PM

5:10 PM

5:20 PM

5:30 PM

5:40 PM

5:50 PM

6:00 PM

6:10 PM

6:20 PM

6:30 PM

6:40 PM

6:50 PM

7:00 PM

7:10 PM

7:20 PM

7:30 PM

-0.21

-0.11

-0.01

0.09

0.19

0.29

0.39

0.49

4.25

4.35

4.45

4.55

4.65

4.75

4.85

4.95

Traffic spikes occur during weak play & ads

Time(by 5min slot)


TV Ad Breaks PVs/UU

PV

s / U

ser

TD (49ers)

Tide

Chrysler

Kia

49ers continue to play weaklyNearing

the end of the Blackout period

End of Halftime Show

Taco BellVolks-wagen

End of 1Q

Go Daddy

End of 2Q

TD (49ers)

Game resumes

after blackout

Beyoncé/Destiny’s

Child Halftime Show

TD(Ravens)

1st TD(Ravens)


3:30 PM

3:40 PM

3:50 PM

4:00 PM

4:10 PM

4:20 PM

4:30 PM

4:40 PM

4:50 PM

5:00 PM

5:10 PM

5:20 PM

5:30 PM

5:40 PM

5:50 PM

6:00 PM

6:10 PM

6:20 PM

6:30 PM

6:40 PM

6:50 PM

7:00 PM

7:10 PM

7:20 PM

7:30 PM

7:40 PM

7:50 PM

8:00 PM

-8%

2%

12%

22%

32%

1.25

1.27

1.29

1.31

1.33

1.35

The Super Bowl was 1/5 commercial content

2013 Super Bowl: Sunday Feb 03, 2013, between 3:30-7:30 hrs PST Control dates: Same time & day after (2/10)Measurement: User activity on m.yahoo.com (for US users), using Y! Internal DataTV Commercial data sourced from Nielsen

Time(by 5min slot)


End of 1Q

End of Show Spike

Nearing the end of the Blackout period

Beyoncé/Destiny’s Child Halftime Show

Increase in Mobile Uniques by Yahoo! Property

PC PVs/UU Mobile PVs/UU


1-2PM 2-3PM 3-4PM 4-5PM 5-6PM 6-7PM 7-8PM 8-9PM

153%

492%

1567%

1062%

424%

258%

1150%

348%

699%

219%

504%

Mobile traffic grew in some properties by over +1500%Increase in Mobile Uniques by Yahoo! Property

Music Sports OMG! News Beyoncé & Destiny’s Child Halftime Show


What did they search?

Increase in search volume for each keyword from the Sunday Prior

FOOTBALL:

1. Super Bowl Halftime: 9981%

2. What time Super Bowl 2013: 5601%

3. Baltimore Ravens Roster: 785%

4. San Francisco 49ers Roster: 649%

ENTERTAINMENT/VENUE:

1. Beyonce Super Bowl 2013: 7237%

2. Beyonce: 640%

3. Alicia Keys: 549%

4. New Orleans SuperDome: 538%

ADS & BRANDS

1. Coke super bowl ad: 2284%

2. Go Daddy commercial: 851%

3. Mercedes Benz CLA: 791%

4. Doritos Super Bowl 2013: 479%

5. Budweiser Super Bowl Ads 2013: 473%

6. Elementary TV Show: 343%

7. Budweiser Black Crown: 306%

8. Amazing Race 2013: 262%

9. Doritos: 228%

10. Tide: 215%


SMART MOBILE

How mobility influences category shopping


Shoppers are behaving in new waysInstant information at their fingertips, improved Mobile and Tablet site usability, shopping apps and improving technology enable the shopper to behave in completely new ways.

Dynamic and Evolving Shopping Experience

Rapidly improving technology

Increasing consumer confidence and demand


43% of tablet owners believe their tablet is critical to my daily life

More than 50% say their mobile devices makes them browse the internet more

67% of mobile owners believe their mobile is critical to my daily life


+145%+103%

+180% +62% +108%+93%

76M69M

56M 54M 54M 51M2012

31M34M

20M

26M

28M 25M

2010

Finance Entertainment items & content

Home Improvement

Restaurants & Dining

Personal & Vacation Travel

Consumer Electronics & Technology

There’s been explosive growth in leveraging our mobile devices for shopping information…I use my mobile device to access shopping related information


+104%+135%

+100%

Clothing, Apparel, & Fashion Accessories

Beauty & Personal Care

AutomotivePackaged Food & Beverage

Healthcare & Medical

51M

25M

47M

20M

40M

20M

47M

36M

2010 20

12

There’s been explosive growth in leveraging our mobile devices for shopping information…I use my mobile device to access shopping related information


11M 9M 8M 7M 8M 8M

2012


Home Improvement




…with tablet shopping nascent but rampingI use my Tablet to access shopping related information




Automotive Packaged Food & Beverage


2012

8M 7M 7M 6M6M

…with tablet shopping nascent but rampingI use my Tablet to access shopping related information


+9%-11%

-5% -13% -8%-23%

95M 97M83M

85M 85M 93M104M

86M 79M74M

78M72M

2012

2010


Home Improvement




Shopping via the PC has decreased in the past 2 years as mobile and tablet ramp.I use my PC to access shopping related information


-16%-9%

-19%



AutomotivePackaged Food & Beverage


20M

2012

92M

77M 70M 74M

64M 60M69M

49M

Shopping via the PC has decreased in the past 2 years as mobile and tablet ramp.I use my PC to access shopping related information


Mobile shopping is omnipresent. Always on always going…

IN STOREGETTING SOMEWHEREAT HOME WHILE WAITING IN LINE


While mobile shopping is on-the-go, it really starts at HOMEI use my Mobile/Tablet to access <category> shopping related information in this location

84%

36%

51%46%

92%

30%

46% 42%

Mobile Tablet

IN STOREGETTING SOMEWHEREAT HOME WHILE WAITING IN LINE


88%

75%

82%

77%

Also used a pc to <category> shop

Go home to do more shopping on my PC% Strongly/Somewhat Applies after using device in-store

Mobile Tablet

Most users claim to use their PC in addition to their mobile and tablet devices


MOBILE TABLET

Disappointed companies don't have optimized site

44% 50%

Disappointed companies don't have application 38% 47%

I am less likely to re-visit a brand’s site if it wasn't optimized for my mobile device the first time I visited it

38% 44%

SITE EXPERIENCE

BUYING STUFF

MOBILE TABLET

Filling out forms on my mobile phone is difficult 61% 46%

Brands-Manufacturers-Retailers have not made it easy to redeem coupons on my mobile device while in-store

36% 37%

I am sometimes unsuccessful at making payments using my mobile device 27% 26%

There is ample opportunity to improve the consumer brand experience on mobile devices


MOBILE TABLET

Used a map to navigate

52% 50%

Took/sent product picture 34% 29%

Scanned Something 30% 32%

Looked for/downloaded apps 23% 30%

“Checked in” at a location

22% 24%

OTHERSearch

Reviews Sites

Deal Sites or Apps

Product & Price Comparison

Communication about Product

Noticed/Clicked on Advertising

75%

72%

54%

49%

45%

34%

75%

63%

59%

61%

43%

43%

81%

59%

54%

70%

21%

43%

Mobile Tablet PC

It’s really about the basics: search, review sites, and community are important during the buy cycleI used my device to do the following…


GATHER MORE INFOMobile Tablet PC55% 68% 71%

NARROW DOWNMobile Tablet PC50% 63% 70%

LOYALTYMobile Tablet PC46% 55% 54%

PURCHASE/ENROLLMobile Tablet PC48% 61% 64%

AWARENESSMobile Tablet PC42% 54% 51%

Great ride!!!

Tablet rivals PC as being a helpful device throughout the purchase pathHelpfulness of Device in Purchase Path


Mobile Tablet

ENTERTAINMENT

CASUAL DINING

BEAUTY & PERSONAL CARE

FOOD & BEVERAGE

TRAVEL

APPAREL

CONSUMER ELECTRONICS

79%

80%

76%

78%

53%66%

53%

59%

66%

76%

61%77%

55%60%

Mobile & tablet shopping research results in purchase behavior offline or via PCActions After Mobile/Tablet Research: I made a purchase/enrollment via any method


Mobile Tablet

HOME IMPROVEMENT

INVESTMENT

INSURANCE

CREDIT CARD

HEALTH

BANKING

AUTO 24%28%

28%46%

38%

46%

39%

50%

40%

51%

42%55%

53%60%

And it’s also a driver of purchase for lower incidencecategoriesActions After Mobile/Tablet Research: I made a purchase/enrollment via any method


ENTERTAINING

BOLD

UP TO DATE VALUE

INTERACTIVE

FUNCTIONS

43%

41%

39%

32%

35%

39%

WOULD CAPTURE MY ATTENTION

Bold and interactive ads that take full advantage of the device are most appealing to consumersMobile/Tablet Advertising Preferences – Ad Copy


Auto Apparel/Fashion

Beauty/Personal Care Consumer Electronics

Food & Bev Home Improvement

Banking Entertainment

Credit Cards Health

Insurance Travel

Investment Dining

Mobile/Tablet Advertising Preferences – Category

Relevant to current location/local area

Offers/Coupons/Promotions/Incentives

Relevant to interests/background

For most categories, the top 3 ad tactics revolve around location, relevancy and promotions


Categories elicit different ad tacticsMobile/Tablet Advertising Preferences – Category Differences to total

Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 49SOURCE: Various Y! Case Studies" Social Features, Into Now, & Social Sentiment Slider | 2011 & 2012

Risk taking can benefit brands for being more innovative & caringTest versus Control Lifts for 2 Case Studies

CONTENT

INNOVATION

CARE

+37% Is an innovative brand

+17% Is forward thinking or progressive

+27% Understands me and what I like

+17% A brand that cares about it's customers

+90% Connecting with me around the content I love

+54% Trying to engage with me in new ways

LIFT TEST VS. CONTROL ATTRIBUTE FOR BRANDS


Meet the consumer where they want to be met, on the device they choose

FINDING IMPLICATION

► CONVENIENCE OF MULTIPLE DEVICES:

consumers can fill in gaps & always "be on”

► BIG EVENTS: consolidation through content

► THE CHANGING CONVERSATION: taking cues from the consumer

► Mobility and portability have changed our capability to access and interact digitally

► Enhance brand sponsorships and incremental effectiveness by understanding consumer patterns around these events

► Enhance brand sponsorships and incremental effectiveness by understanding consumer patterns around these events



FINDING IMPLICATION

MOBILE: A SIGNAL OF A POTENTIAL PURCHASER

► With 50% of mobile shoppers saying that mobile makes them browse the internet more

► 84% start mobile shopping in a category while at home

► For mobile and tablet users, most shoppers are using it to “gather more information

STICK WITH THE BASICS:

► When shopping starts, users are indicating an active intent for information gathering, which usually leads to purchase.

► For mobile shoppers specifically, 75% will start on search, 72% review sites, and 54% deal sites. That order should influence your media buying plan



FINDING IMPLICATION

MOBILE: A SEQUENCED PART OF BRAND STORY TELLING

► 88% of mobile shoppers use a PC to shop and 75% will always go back to their PC even when doing the occasional show rooming

► ~40% of consumers are frustrated about sites not being mobile optimized and coupon redemption. In fact, when sites don’t do a good job telling their mobile story, it can lead to customer’s not coming back

IT’S NOT MOBILE VS. PC BUT… MOBILE + PC

► Consider how the consumer travels cross-screen when it comes to your consumer shopping journey. It’s not just the advertising but also the overall shopping experience of your site

► Consumers want to use their devices to research products and service but marketers have not kept up with the demand. It’s important that mobile websites and apps to be optimized, informative, easy to find & navigate, and powerful



FINDING IMPLICATION

MOBILE: AD EXPECTATIONS ARE ABOUT LOCATION, RELEVANCE, AND DEALS

► 52% are looking for deals, 52% want ads that are location based, and 49% want personalization

► Creatively speaking, consumers expect mobile advertising to be entertaining (43%), bold (41%), and interactive (39%)

► However, think category as different things index by category

CREATE FOR MOBILE BUT DON’T FORGET ALL THE TECHNOLOGY AVAILABLE FOR EFFECTIVE BUYS

► Tailor your mobile and tablet advertising to deliver personalized, location-based & promotions to help drive purchase

► Consider cross-screen digital advertising buys or re-targeting across screens to catch consumers during their follow-up visits to PC


Smart MobileThank [email protected]