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Mobile Apps & How They’re Revolutionizing Search
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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
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1. Smartphone Interest
2. Apps vs. Browser
3. Barcode Scanning
4. Mobile Advertising
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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
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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
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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
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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
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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?
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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
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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
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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
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Danielle NoheDirector, Technology and Entertainment
Twitter: @[email protected]: 617.933.5696Mobile: 617.694.0456
