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Mobile FrameworkHow consumer internet and shopping
behavior will shape the mobile space
November 2010
2Yahoo! Presentation, Confidential
Why?
Yahoo!, in partnership with Nielsen, wanted to create a framework around Mobile Internet Category Users and behaviors
Measurement: Use quantitative means to benchmark and measure mobile behaviors and attitudes in general and by category over time
Categories: Better understand the behaviors of Mobile Internet Category Users both in general and across a set of 12 product/advertising categories
Comparison: How category/shopping attitudes and usage differ among those accessing on the mobile platform versus those accessing only a PC
Shopping: Current and future lower and upper funnel shopping mobile penetration
Mobile Activities: Shopping outcomes tried, successful (or not), and interested in. Actions taken as a result of those shopping outcomes. What sources were used? And, how much time do they spend doing research, etc.
Mobile Attitudes and Experience: Attitudes overall and experience while looking up category level information (i.e. impulsiveness, boredom, active shopping, etc.)
Mobile Advertising: Stated category recall, attitudes, and preferences
How?
3Yahoo! Presentation, Confidential
WHO 8,384 respondents ages 13-645,313 were Mobile Internet Category Users:
• Own a mobile device with access the Internet • Access information related to at least one of 12 product categories
3,071 were PC Internet Category Users:• Own a desktop/laptop/tablet PC with Internet access • Access information related to at least one of 12 product categories• PC Internet shoppers could not access any category information on
a mobile device but could still own a mobile phone
HOW 25-minute-online-survey
WHEN June 2010
DIG CON ENT DINE C ELEC FIN TRAV APPARL HEALTH FOOD/ BEV BEAUTY HOME AUTO
Mobile Base 937 678 663 451 570 370 370 272 282 283 227 210PC Base NA 454 320 313 293 224 258 264 251 234 223 237
4
What are we covering?
Sizing the Mobile Category Market
Mobile Consumption Basics
Mobile Category Activities
Understanding the Core Principles that Impact Mobile Category Usage
How Mobile Category Information Impacts Purchase
Understanding more about Mobile Advertising
4Yahoo! Presentation, Confidential
5Yahoo! Presentation, Confidential
What we learned What it means
Mobile is still very much seen as a secondary platform for shopping. However, mobile and non-mobile users alike say they are interested in accessing more mobile
shopping information in the next 12 months.
There is a tremendous opportunity for retailers and advertisers to help transform mobile into a full-fledged shopping platform.
More advanced shopping activities—including scanning barcodes, managing a shopping cart, purchasing gift
cards, and making purchases have high failure rates but also have high interest rates (by about a half or more).
There seems to be significant latent demand for mobile couponing and the incorporation of barcode scanning and other key mobile shopping activities pressing the need for better services on mobile devices (to encourage usage and acceptance).
Mobile shoppers are highly engaged with advertising—one out of five mobile shoppers who have seen
advertising say they always look at it. However, mobile advertising opportunities tend to be more unsuccessful.
The small screen lends itself to more noticeable advertising, but formats need to become more sophisticated. This also suggests the need for partners that are more sophisticated and experienced in mobile.
Nearly one in three mobile shoppers who have tried to respond to an ad have not had success,
It is of utmost importance that, regardless of content or format, ads be as easy as possible for users to interact with.
Along with being the least likely to see and react to related advertising, financial, dining, and digital content
shoppers also have lower agreement with most advertising-related statements.
These high incidence categories have somewhat normalized their advertising behavior. Lower incidence categories have more engaged users.
The vast majority of Internet mobile users also watch TV at the same time.
There are substantial cross-promotional opportunities to reach mobile internet users.
Where do we go from here?
What we learned What it means
Mobile’s value is less dependent on consumer involvement within the category (whether it is cheap or
cared a lot about) than on the need and impulse to make the purchase—especially when not near a PC.
It doesn’t matter how expensive or how important the product is - advertising can showcase both small and big-ticket items.
Those who use popular categories are more likely to just use those categories while those who are niche users
tend to use a variety.
These niche mobile Internet users are the early adopters of this behavior and it is important that we better understand their profile.
Smaller categories have the highest percentage of users saying they plan to do the same/more upper to lower funnel activities on their mobile device in the next 12
months.
It’s not just about digital content, dining and entertainment. Lower incidence categories provide the greatest opportunity for portals and developers to maximize.
Healthcare, home improvement, and auto have the lowest mobile usage relative to PC usage.
These are the categories that are currently relatively underserved, and provide the greatest opportunity to content developers.
Mobile application usage is highest in categories that are mature purchasing engines on the PC (entertainment,
financial, and digital content).
If this pattern holds true, clothing and electronics could be the next successful mobile categories.
More than half of category research lasts a day or less on a mobile device. Auto and home improvement have the
longest research times, and dining the shortest (with 68% of those users making decisions same day).
Mobile could shorten the research and purchase process compared to PC. This could typically turn a longer research process on the PC to more impulse.
6Yahoo! Presentation, Confidential
Where do we go from here?
Sizing the Mobile Category Market
8
Only a third of data mobile phone users have seen advertising on their devices
Yahoo! Presentation, Confidential
Sizing the Category According to Nielsen Mobile Advertising Report
56.3
106.3
65.3Non-data users
Data users not exposed to adver-tising
Data users ex-posed to advertis-ing 35%
Saw a mobile phone ad
228MMobile Phone
Users
Source: Nielsen Mobile Advertising Report, March 2010 | Mobile Data Users (n=31,409)
9
23%
21%
21%
19%
17%
16%
15%
14%
12%
12%
12%
10%
Mobile PC
Digital content for a mobile phone 38M 46M
Restaurants/dining 34M 85M
Entertainment items and content 34M 97M
Financial services 31M 95M
Consumer electronics and technology 28M 93M
Personal or vacation travel 26M 85M
Clothing apparel and fashion accessories 25M 92M
Healthcare or medical related 23M 93M
Packaged food and beverage 20M 74M
Beauty and personal care 20M 70M
Home improvement 20M 83M
Automobiles or automobile parts or accessories 16M 67M
Although mobile category info seeking is just starting, the scale and potential are large
Yahoo! Presentation, Confidential
Sizing the Category
How often do you use your Internet-enabled mobile device/computer to access any shopping-related information for the following types of products and services (which can include using your device to research products/services, look up information/reviews/ articles, notice or click on advertising, or make a purchase)? “Ever Access.”Base=Total online population. Category sizes based on incidences from Mobile Ad Framework survey and total US online population (13-64) of 164 Million. Source=Nielsen NetRatings.
10
There is room for even greater growth in the future of mobile category developmentFuture: I am interested in using mobile internet to look up…
Now let’s think about the next 12 months. Regardless of whether or not you do this now please tell us how interested you are in using an Internet-enabled mobile device to access any shopping-related information for the following types of products and services (which can include using your device to browse, research products/services, look up information/reviews/articles, notice or click on advertising, or make a purchase)? “Extremely/very/somewhat interested.”Base=Mobile/PC Internet shoppers.Yahoo! Presentation, Confidential
Entertainment items and content
Restaurants/Dining
Digital content for my mobile phone
Consumer electronics and technology
Personal or vacation travel
Financial services
Clothing, apparel and fashion accessories
Healthcare or medical
Packaged food and beverage
Beauty and personal care
Home improvement
Automobiles or automobile parts or accessories
73%
73%
73%
66%
61%
58%
57%
48%
47%
46%
44%
41%
56%
54%
38%
50%
41%
42%
42%
39%
34%
30%
35%
32%
Mobile: Current Users
PC: Non-Mobile Internet users
11
Category Overlap
Those who shop in niche categories are likely to be shoppers in nearly every other category
Yahoo! Presentation, Confidential
Category Incidence 23% 21% 21% 19% 17% 16% 15% 14% 12% 12% 12% 10%Digital Content -- 76% 68% 74% 81% 78% 86% 85% 90% 90% 90% 90%
Entertainment 58% -- 64% 65% 84% 77% 86% 84% 92% 90% 92% 94%
Dining 53% 62% -- 66% 71% 88% 88% 89% 94% 87% 94% 91%
Financial 40% 46% 51% -- 61% 68% 70% 74% 79% 75% 83% 77%
Electronics 44% 51% 49% 52% -- 68% 79% 80% 88% 85% 90% 89%
Travel 35% 40% 52% 50% 54% -- 65% 73% 80% 72% 85% 85%
Clothing 31% 43% 36% 43% 60% 55% -- 77% 79% 92% 81% 76%
Health 28% 34% 38% 39% 51% 50% 60% -- 74% 72% 77% 76%
Food/ Bev 26% 31% 34% 40% 47% 47% 61% 67% -- 76% 75% 69%
Beauty 26% 31% 27% 36% 48% 47% 62% 68% 72% -- 70% 71%
Home Improvement 23% 27% 32% 37% 47% 48% 54% 63% 68% 69% -- 71%
Auto 23% 26% 32% 33% 40% 47% 53% 56% 64% 61% 74% --
At/above average Below average
How often do you use your Internet-enabled mobile device/computer to access any shopping-related information for the following types of products and services (which can include using your device to research products/services, look up information/reviews/ articles, notice or click on advertising, or make a purchase)? “Ever Access.”Incidence Base=Total online population. Cross-tab base: Mobile Internet Users within that Category.
12Yahoo! Presentation, Confidential
Mobile internet users skew younger, non-white, higher income & educated, rural and suburban and are less likely to own a PC
Mobile Internet User
PCInternet User
Male 51% 47%Female 49% 53%13-24 (Net) 28% 20%25-34 (Net) 27% 19%35-44 (Net) 21% 19%45-54 (Net) 15% 23%55-64 (Net) 9% 19%MEAN AGE 34.52 39.71
White 76% 82%Yes, of Hispanic origin 13% 7%Black or African-Am 11% 9%
Average Income (Thousands) 78.09K 55.37K
Yes, Children 42% 33%
Urban 30% 23%Suburban 55% 49%Rural 15% 28%
College or more 51% 39%Some college 30% 35%High school 12% 17%
Mobile Internet User
PCInternet User
RIM BlackBerry 25% 16%Apple/iPhone 22% 2%Samsung 14% 24%LG 9% 23%Motorola 9% 15%HTC 7% 4%
AT&T 34% 22%Verizon Wireless 25% 33%Sprint/Nextel (Net) 17% 19%T-Mobile 12% 9%
DEVICE OWNERSHIP:PC/Laptop computer 79% 100%Smart/Feature Phone (Net) 94% 49%
Smartphone/PDA 64% 10%Advanced features 43% 40%
MP3/portable media player 61% 48%Handheld gaming device 32% 21%Basic mobile phone 15% 45%Tablet PC 6% 1%
Demographics of high incidence categories also differ compared to PC users within that category
Yahoo! Presentation, Confidential
More female About the same as PC More male More female More male
More likely younger Same average age More likely younger More likely younger More likely younger
More likely non-white More likely non-white More likely non-white More likely non-white More likely non-white
Higher income Higher income Higher income Higher income Higher income
More likely Parents More likely Parents More likely Parents More likely Parents More likely Parents
More likely Married More likely Married More likely Single More likely Married and Single More likely Single
More likely to have graduated college or
more
More likely to have graduated college or
more
More likely to have graduated college or
more
More likely to have graduated college or
more
More likely to have graduated college or
more
More likely to be AT&T subscriber
More likely to be AT&T subscriber
More likely to be AT&T subscriber
More likely to be AT&T subscriber
More likely to be AT&T subscriber
13
Demographics – Mobile has more … vs. PC (Within category)
And, demographics of low incidence incidence categories differ compared to PC category users
Yahoo! Presentation, Confidential
More likely male More likely male More likely male More likely male More likely female More likely male
More likely younger More likely younger More likely younger More likely younger More likely younger More likely younger
More likely non-white More likely non-white More likely non-white More likely non-white More likely non-white More likely non-white
Higher income Higher income Higher income Higher income Higher income Higher income
More likely Parents More likely Parents More likely Parents More likely Parents More likely Parents More likely Parents
More likely Single More likely Single More likely Married More likely Single More likely Single More likely Single
About the same have completed college or
more
More likely to have graduated college or
more
More likely to have graduated college or
more
More likely to have graduated college or
more
More likely to have graduated college or
more
More likely to have graduated college or
more
More likely to be AT&T subscriber
More likely to be AT&T subscriber
More likely to be AT&T subscriber
More likely to be AT&T subscriber
More likely to be AT&T subscriber
More likely to be AT&T subscriber
14
Demographics – Mobile vs. PC (Within category)
Mobile Attitudes & Consumption Basics
16Yahoo! Presentation, Confidential
Mobile is critical in daily life but many say mobile Internet could be betterI agree with the following…
Please indicate how much you agree or disagree with each of the following statements. “Agree.” Base=Mobile Internet Users 16
I like being able to use the Internet on my mobile device, but it could be better
My cell phone is critical in my daily life
I can browse the Internet whenever I want thanks to my mobile device
I browse the Internet more often because I can use my mobile device
69%
68%
66%
46%
17Yahoo! Presentation, Confidential
Mobile also complements PC usage and enhances the internet experienceI agree with the following…
Please indicate how much you agree or disagree with each of the following statements. “Agree.” Base=Mobile Internet Users 17
I sometimes visit a site on my mobile device and follow-up on my PC
I sometimes visit a site on my PC and follow-up on my mobile device
Mobile Internet is more convenient than home connections
I visit different sites on my mobile device than I do on my PC
Mobile technology is more exciting than PCs
Browsing the Internet on my phone is as easy as on my PC
59%
34%
30%
29%
28%
26%
18
Usage is high throughout the day – with peaks starting after lunchMobile Internet Usage by Time of Day
Yahoo! Presentation, Confidential
6 to 9am 9 to 12pm 12 to 4pm 4 to 6pm 6 to 8pm 8 to 11pm 11 to 1am 1 to 6am
43%58%
66%71% 71%
64%
29%
17%
26%
58%
70% 69% 70%65%
40%
23%
WeekdaysWeekends
18
What times of the day do you typically use the Internet or web-enabled Internet applications on your mobile device? Base=Mobile Internet Users.
19
Usage is both in and out of home – with 2 in 5 using in the bathroomMobile Internet Usage Locations - Access Frequently/Occasionally
Yahoo! Presentation, Confidential
Please think about when you are in the following locations. When you are in each location below, how often do you access the Internet on the mobile device you use most often? “Frequently/occasionally.” Base=Mobile Internet Users.
At a hotel At school
At work
At a restaurant/café/bar At a social gathering/function
At a concert In a movie theater
In the car On a subway/train/bus
Outdoors Waiting on a line
In a store At a mall
At home At the dinner table in my home
In my bedroom In my living room
Watching TVIn a bathroom
63%46%
66%
65%58%
29%29%
66%49%
69%67%
63%58%
84%36%
68%75%
71%41%
Out 93%• On the go 89%• Retail 71%
Home 89%
19
20Yahoo! Presentation, Confidential
Mobile Internet allows for usage about the same as PC or more across a variety of locationsMobile/PC Usage Locations - Access Frequently/Occasionally
Please think about when you are in the following locations. When you are in each location below, how often do you access the Internet on the mobile device/PC or Laptop you use most often? “Frequently/occasionally.” Base=Mobile Internet or PC Users.
71%75%
66% 68%63%
46%
36%41%
74%66%
52% 49%
32%28%
17%
5%
MOBILE PC
20
21
Mobile PC or Laptop
35%51%
36%20%
16% 22%
13% 7%
NeverRarelyOccasionallyFrequently
The majority of mobile users access mobile Internet while watching TVAccess Internet while watching TV
Yahoo! Presentation, Confidential
Please think about when you are in the following locations. When you are in each location below, how often do you access the Internet on the mobile device/PC Laptop you use most often? “Frequently/occasionally.” Base=Mobile Internet /PC Users.
22Yahoo! Presentation, Confidential
1 in 5 search for more information related to the commercials they saw Content they are browsing while watching TV
What are you typically doing while you are on your mobile device while watching TV? Base=Mobile Internet and PC users who use it while watching TV.
Communicating with a friend or family member via texting
Updating/reading social networking sites
Browsing content on the internet not related to what I’m watching
Communicating with friend/family member via email
Using mobile applications
Browsing content on the internet related to what I’m watching
Doing Internet searches/looking up information related to a commercial that I saw
Communicating with friend/family member via IM
56%
40%
37%
33%
33%
24%
23%
19%
53%
70%
49%
28%
32%
22%
NA
NA
Mobile PC
23
At a store At a mall
21%10%
41%
38%
23%
23%
15%29%
Never
Rarely
Occasionally
Frequently
9 in 10 have accessed the mobile web at a storeAccess Internet while at a store at the mall
Yahoo! Presentation, Confidential
Please think about when you are in the following locations. When you are in each location below, how often do you access the Internet on the mobile device you use most often? “Frequently/occasionally.” Base=Mobile Internet Users.
24
Communicate with a friend or family member via texting
Take and/or send a picture of a product/product details to a friend or family member
Communicate with a friend or family member via email
Communicate with a friend or family member via IM-ing
Help you shop or get information about a product/service
Use or request a coupon
Scan a barcode
Browse for content not related to what I was in the store/mall for
Play a game
70%
48%
44%
25%
38%
20%
15%
35%
24%
Yahoo! Presentation, Confidential
In-store usage is about communication and product information Mobile activities while at a store or mall
You mentioned that you use your Internet-enabled mobile device within a store or a mall. Do you ever use it in a store or mall to do the following? Base=Mobile Internet Category Users. who access it in a store or mall.
Shopping Activities49%
25
Digital content for my mobile phone
Financial services
Entertainment items and content
Restaurants/Dining
Consumer electronics and technology
Personal or vacation travel
Packaged food and beverage
Clothing apparel and fashion accessories
Healthcare or medical related
Beauty and personal care
Home improvement
Automobiles, parts or accessories
44%
33%
30%
27%
24%
22%
20%
18%
17%
17%
17%
16%
3 in 4 have downloaded mobile apps clearly showing an interest
Yahoo! Presentation, Confidential
What kinds of mobile applications are they using?
Now we’d like you to think about what specifically you currently do (or have done) for each of the following product categories using your computer or laptop. Please select all that apply for each. “Used an application on my mobile device.” Base=Mobile Internet Users.
75%Have Downloaded
An App
26
It’s something I’m interested in
It looks entertaining
I’m passionate about the content
Finding information when I need it
Finding information in my local area
Help me search for a product or service
User reviews
Help me throughout my shopping process
Professional reviews
It’s free
Recognizable and trusted brand
Recommendations from friends or family
75%
53%
49%
60%
52%
47%
44%
37%
36%
75%
54%
45%
PASSION
INFO & PURCHASE
OTHER
Purchase and passion drive usage and downloads of applicationsWhat’s important in your decision to download an app?
How important are each of the following in your decision to download an app to your internet enabled mobile device? “Extremely/very important.” Base=Mobile Internet Users who download apps.
Yahoo! Presentation, Confidential
Mobile Shopping Penetration
28
We asked mobile internet users about the categories they use…
Automobiles or automobile parts or accessories (such as repair info/tips, tires, tools, wheels, engines, brakes, etc.)
Beauty and personal care (such as shampoo, make-up, perfume, grooming, beauty tips, etc.)
Clothing apparel and fashion accessories (such as style tips, jeans, shirts, outerwear, kids clothing, jewelry, footwear, sizing info etc.)
Consumer electronics and technology (such as cell phones, digital cameras, computers, gaming consoles, GPS, etc.)
Entertainment items and content (such as DVDs, games, music, concert/movie tickets, TV shows/clips, etc.)
Financial services (such as banking, paying bills, financial calculators etc.)
Yahoo! Presentation, Confidential
Packaged food and beverage (such as groceries, snack items, recipes, cooking tips, etc.)
Healthcare or medical related (such as services, remedies, medication, healthy eating, etc.)
Personal or vacation travel (such as airline tickets, hotels, car rentals, etc.)
Restaurants/Dining (such as casual, fast food, bakery/café’s, fine dining or local restaurants in your area)
Home improvement (such as tips, designing-related, furnishings, accessories, repair items, indoor/ outdoor, garden, etc.)
Digital content for my mobile phone (ringtones, apps, music)
To keep up-to-date on news or deals
To help me make a final decision
To help me narrow down the selection
To help me learn more
To hear about or discover a product and service
44%
42%
43%
45%
35%
62%
71%
74%
78%
51%
PCMobile
29
Currently, the PC experience still offers a better experience through the funnel…Mobile & PC – In the Purchase Funnel – Net of all Categories
How useful is using your mobile device/PC to help you with each of the following aspects of your browsing or research process for <<CATEGORY>>? “Extremely/very helpful” summary.Base=Mobile/PC Internet shoppers.Yahoo! Presentation, Confidential
50-54% plan to do more or the same
on mobile in the next 12 months across
the funnel
Dig. Con. Ent. Dining Elect. Finance Travel Apparel Health Food/Bev Beauty Home Auto
To hear about or discover a product and
service34% 34% 32% 37% 26% 31% 38% 45% 36% 41% 40% 38%
To help me learn more 39% 44% 43% 52% 36% 44% 47% 53% 50% 50% 49% 54%
To help me narrow down the selection 35% 40% 46% 47% 32% 43% 46% 45% 55% 52% 52% 43%
To help me make a final decision 38% 38% 41% 46% 29% 43% 48% 48% 46% 47% 45% 49%
To keep up-to-date on news or deals 41% 42% 36% 47% 40% 44% 48% 52% 48% 49% 48% 47%
30
How useful is using the Internet or applications on your mobile device to help you with each of the following aspects of your browsing or research process for <<CATEGORY>>? Base=Mobile Internet Category Users.
…with great opportunities and strides needed in higher incidence categoriesMobile Usefulness in Purchase Funnel
At/above average Below average
Yahoo! Presentation, Confidential
To hear about or discover a product
and service46% 48% 45% 50% 47% 46% 40% 48% 53% 53% 50% 55%
To help me learn more 47% 48% 45% 52% 49% 46% 46% 47% 54% 56% 53% 57%
To help me narrow down the selection 47% 49% 47% 51% 52% 49% 49% 51% 55% 56% 59% 61%
To help me make a final decision 48% 49% 47% 48% 50% 47% 52% 51% 55% 57% 56% 57%
To keep up-to-date on news or deals 52% 52% 51% 57% 54% 53% 55% 58% 62% 61% 61% 66%
31
Over the next 12 months, which will you be using more to do each of the following for <<CATEGORY>> information/products/ services, a computer or an internet-enabled mobile device?Base=Mobile Internet Category Users.
Categories that have lower incidence also have the greatest ramp for future growthStated Future Use of Mobile in the Purchase Funnel (More or About the Same as PC)
At/above average Below average
Yahoo! Presentation, Confidential
32
56%
50%
45%
45%
41%
33%
23%
Yahoo! Presentation, Confidential
For researching, mobile is great for convenience, especially when not near a PCI agree with the following… – Net of all Categories
Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the following statements about researching <<CATEGORY>> purchases using a mobile device. “Agree.”Base=Mobile Internet Category Users.
Proximity to PC64%
Speed/Convenience65%
Mobile is good for doing research when I’m not near a computer or laptop
I only research purchases on a mobile device when I’m not near a computer
It’s good for researching unplanned purchases
Mobile is good for doing time-sensitive research
Mobile is good for researching impulsive purchases
I only research purchases on a mobile device when it’s faster than using a computer
It’s the most convenient way to research purchases
33
Dig. Con. Ent. Dining Elect. Finance Travel Apparel Health Food/Bev Beauty Home Auto
Proximity to PC 57% 66% 69% 68% 57% 69% 73% 67% 63% 61% 63% 61%
Speed & Convenience 55% 60% 66% 69% 58% 71% 74% 69% 67% 68% 68% 64%
Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the following statements about researching <<CATEGORY>> purchases using a mobile device. “Agree.”Base=Mobile Internet Category Users.
For higher incidence categories it is about proximity, while lower is about convenience
At/above average Below average
I agree with the following…
Yahoo! Presentation, Confidential
34
31%
31%
27%
23%
30%
23%
Yahoo! Presentation, Confidential
A third think they will be doing more research because mobile enables themI agree with the following… – Net of all Categories
Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the following statements about researching <<CATEGORY>> purchases using a mobile device. “Agree.”Base=Mobile Internet Category Users.
I do more research overall because I can use my mobile device
I think I’ll be researching more purchases on a mobile device in the future
It’s no different from researching a purchase on a computer
It’s the most convenient way to research purchases
It’s too difficult to do research
It doesn’t seem safe/secure to research
35Yahoo! Presentation, Confidential
43% 45%
68%
33%41% 37% 40% 42% 42% 42%
29% 30%
26%32%
20%
41% 23% 36%38% 31% 27%
37%46% 42%
8%9%
6%
12%
13%
17% 8% 12% 15%9% 13% 14%
23%14%
6%14%
23%10% 14% 15% 16% 12% 12% 14%
Less than a day 1 day-1 week More than 1 week None
Typically, consumers spend less than a week using their phones to research
How much time did you spend researching <<CATEGORY>> information or products or services on your mobile device? Base=Mobile Internet category Users.
How much time did you spend researching?
19.3
13.8
17.6
25.1
17.6
31.6
26.0 25.6
19.7
24.425.8
28.5
Travel and auto have the longest average mobile research sessions, while dining has the shortest
36Yahoo! Confidential
On average, how much time did you spend on each session related to browsing or researching on your mobile device for <<CATEGORY>> information or products or services? Base=Mobile Internet category Users.
Length of Mobile Research Session – Mean in Minutes
37
3 in 5 use internet via PC to complement their mobile category research
Yahoo! Presentation, Confidential
Other sources used when looking up category info – Net of all Categories
What other sources besides using your mobile device did you typically use when browsing or researching <<CATEGORY>> information/products/services? Select all that apply. Base=Mobile Internet Category Users.
Internet using my PC/Laptop
Family, friends, or colleagues
TV
Magazines
In-store displays
Newspapers
Professional(s)
Salespeople
Informational brochures
Radio
Books
800 or toll-free number
59%
43%
26%
25%
21%
18%
15%
14%
13%
12%
10%
9%
38
Dig. Con. Ent. Dining Elect. Finance Travel Apparel Health Food/Bev Beauty Home Auto
Internet 53% 64% 60% 64% 51% 72% 62% 61% 54% 55% 56% 57%
Family or friends 36% 49% 54% 44% 31% 51% 44% 43% 40% 44% 40% 34%
TV 18% 39% 20% 35% 17% 23% 29% 26% 34% 29% 27% 23%
Magazines 15% 30% 17% 29% 16% 27% 44% 28% 31% 43% 27% 22%
In-store displays 16% 23% 9% 33% 10% 7% 42% 15% 39% 38% 37% 18%
Newspapers 9% 22% 21% 17% 19% 22% 18% 17% 26% 18% 20% 21%
Professional(s) 5% 8% 13% 16% 21% 17% 14% 40% 8% 25% 25% 23%
Salespeople 13% 13% 2% 23% 8% 6% 23% 11% 14% 22% 26% 26%
Brochures 7% 11% 10% 15% 14% 23% 9% 25% 14% 12% 20% 13%
Radio 7% 21% 12% 15% 8% 11% 8% 11% 14% 16% 8% 10%
Books 5% 10% 3% 11% 10% 17% 8% 20% 13% 11% 18% 11%
800 or toll-free number 7% 7% 5% 8% 12% 20% 5% 15% 10% 11% 11% 10%
What other sources besides using your mobile device did you typically use when browsing or researching <<CATEGORY>> information/products/services? Select all that apply. Base=Mobile/PC Internet Category Users.
Aside from their phones, the Internet and WOM are integrated into their search for category info
At/above average Below average
Yahoo! Presentation, Confidential
Other sources used when looking up category info
Internet using my PC/Laptop
Family, friends, or colleagues
TV
Magazines
In-store displays
Newspapers
Salespeople
Informational brochures
Radio
Books
800 or toll-free number
MEDIA
WORD-OF-MOUTH+INTERNET
TRADITIONALINFORMATION/IN-STORE
And rely on different and sensible sources of information
39What other sources besides using your mobile device did you typically use when browsing or researching <<CATEGORY>> information/products/services? Select all that apply. Base=Mobile/PC Internet shoppers.Yahoo! Presentation, Confidential
CORRESPONDENCE MAP*: Other sources used when looking up category info
*Interpretation Note:The closer the attribute
to the category the higher the association
or correlation.
Mobile Principles
41
Mobile Principles
LOCATION refers to the importance that consumers place on mobile ads which are relevant to their current location.
ASAP refers to wanting to finish what they were doing as quickly as possible.
GOAL ORIENATION refers to users knowing exactly what they were doing and actively shopping and looking up category information.
TAKING MY TIME refers to users taking their time to complete what they were done.
ATTENTIVENESS refers to users giving their full attention to the category information
PASSION refers to passion that they feel about the category information they were seeking.
BOREDOM refers to when consumers experience boredom when accessing this content.
ROUTINE refers to the general routine that they go about accessing this type of category information.
TRUST refers to the experience of accessing a trusted source on their mobile device. Safety and security means it’s currently lacking and important for that category.
42
Mobile Digital Content
Entertainment Dining
Electronics Financial
Travel Apparel
Health Food & Bev
Beauty Home
Improvement Auto
Understanding the principles can help tune advertising performance across categories
Yahoo! Presentation, Confidential
Table above is based on above average scores or correspondence analysis on each of the mobile principles.
43Yahoo! Presentation, Confidential
Mobile experiences and mindset differs by category
Gave my full attention to the information that I accessed
Actively shopping/looking up info
Knew exactly what I needed to do and achieved it
Wanted to finish as quickly as possible
Took my time to complete what I was doing
Accessed Info as part of general routine
Exploring and no specific goal to accomplish
Accessed info because I was bored
I was using trusted site/app
Accessed info is a passion of mine
Correspondence Map*: Describes Mobile Experience With Category
Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device for <<CATEGORY>> information or products or services. Base=Mobile Internet category Users.
PASSION
NO GOAL
BOREDOM
ACTIVE AND ATTTENTIVE
*Interpretation Note:The closer the attribute
to the category the higher the association
or correlation.
44
Mobile advertising needs to keep location and geography in context across categoriesMobile Location Based-Advertising
Yahoo! Presentation, Confidential
65% 69% 68% 67%62%
67%77%
64%
75% 78% 76%71%
27% 23%27% 27%
20%
35% 32%26%
35% 34%28%
34%
Mobile ads relevant to my current location (% Important) Mobile ads are helpful at finding geo-graphically relevant information (% Agree)
Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device for <<CATEGORY>> information or products or services. Please tell us how important the following types of ad features are to you when it comes to <<CATEGORY>> advertising on your mobile device. “Extremely/very/somewhat important.” Base=Mobile Internet Category Users.
45
Actively Shopping/Looking up Information With a Goal
Goal orientation is strong for dining, apparel, CPG, and auto categories…
Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device for <<CATEGORY>> information or products or services. Base=Mobile Internet category Users.
Yahoo! Presentation, Confidential
40%44%
48%
43%
38%
43%47% 46%
44%47%
43%
50%
26%
33%
44%41%
25%
39% 40%
34%
39% 40% 41% 41%
I knew exactly what I needed to do and I achieved itI was actively shopping/looking up category information
32% 33%
38% 39%36%
39% 39%41%
31%
34% 34%
42%
I gave my full attention to the category information I was accessing
46
Gave Full Attention
Attentiveness varies by category…
Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device for <<CATEGORY>> information or products or services. Base=Mobile Internet Category Users. .
Yahoo! Presentation, Confidential
45%49%
55%
48%45% 47% 47% 48% 48% 48% 46% 45%
28%32%
29%
34%
28%
39%41%
32%30%
38% 37%40%
I wanted to finish what I was doing as quickly as possible
I took my time to complete what I was doing
47
The Element of Time
…which impacts the urgency consumers are willing to invest in info seeking
Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device for <<CATEGORY>> information or products or services. Base=Mobile Internet Category Users. .
Yahoo! Presentation, Confidential
34%
30%
19%
30%
23%
33%
45%
29% 28%
38% 37%35%
37% 37%
18%
28%
14%
26%
35%
23%
30%
38%
26%
30%
I was just exploring and did not have a specific goal to accomplishI accessed category information because I was bored
48
Just Exploring and Bored
Consumers are willing to explore apparel, entertainment, food/bev, auto, and home
Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device for <<CATEGORY>> information or products or services. Base=Mobile Internet Category Users. .
Yahoo! Presentation, Confidential
45%49% 48% 46%
39%
55% 55%
48%46% 44% 46%
49%
26% 26% 27%24%
20%
29% 28%
33%
28%23%
35%
22%
39% 39%
45%
40%
30%
43%
36%
43%
38% 37%
42%
27%
I was using a website or mobile application I trust (% Describes Experience) Mobile is safe/secure to make purchases (% Agree) Mobile is safe/secure to research (% Agree)
49
Trust & Safety and Security
Trust critical for travel & apparel and safety & security is vital for finance & auto
Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device for <<CATEGORY>> information or products or services. Base=Mobile Internet Category Users. .
Yahoo! Presentation, Confidential
20% 21% 20%
30%
26%29% 30%
21% 22%
29%
22%
32%
16%19%
14%
30%
15%
20%
29%
18% 19%
28%
19%
26%
I accessed category information as part of my general routineAccessing category information is a passion of mine
50
Category Passion and Routine
…most notably because they are more categories of passion or routine for consumers
Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device for <<CATEGORY>> information or products or services. Base=Mobile Internet Category Users. .
Yahoo! Presentation, Confidential
Mobile Internet Shopping Category Activities
52
Used search
Downloaded a ringtone
Downloaded an app
Downloaded a game
Downloaded music
Used search
Movie times
Look at pictures
Download music, TV schedules
Social sharing of content via
text
Restaurant locator
Menu look up
Used search
Decided where to eat
Connected with others via
Click to call
Used search
Store information
Product price comparison
Reviews
Request a coupon
Social shopping
Check balance
Pay bills
Used search engine
Click to call
Retailer information
Looked for Finance App
Used search
Weather
Travel destination information
Transportation
Compare prices
Deals and offers
Social traveling
Specific Tasks by Category – Tried & Successful
Yahoo! Presentation, Confidential
Earlier you said you’d accessed <<CATEGORY>> shopping information. What specifically did you do on your Internet-enabled mobile device, and what are you interested in doing? Base=Mobile Internet Category Users. Top Activities Listed outside of visiting a website with some responses netted together.
53
Used search
Got store information
Apparel pictures
Compare prices
Social shopping
a key
Used search
Researched symptoms &
causes
Looked for a doctor
Homeopathic remedies
Learned about medication
Used search
Got store information
Recipes
Compare prices
NutritionalInformation
Click to call
Used search engine
Got store information
Compare prices
Read reviews
Some social shopping
Got store information
Used search engine
Comparison Shopped
Requested a coupon
Looked for a deal
Used search
Dealer information
Compare car prices
Safety information
Financing
Look up promotions
Specific Tasks by Category – Tried & Successful
Yahoo! Presentation, Confidential
Earlier you said you’d accessed <<CATEGORY>> shopping information. What specifically did you do on your Internet-enabled mobile device, and what are you interested in doing? Base=Mobile Internet Category Users. Top Activities Listed outside of visiting a website with some responses netted together.
Search engines, social networking, and general consumer portals are used most for category info
54Yahoo! Presentation, Confidential
Search engines (e.g., Google, Yahoo, Bing etc.)
Social networking (e.g., MySpace, Facebook)
General consumer portals (e.g, Yahoo!, AOL, MSN, etc.)
General news (e.g., NY Times, CNN)
Stores/retailers (e.g., Walmart or Sears)
Online video (e.g., YouTube, Yahoo! Video)
Online-only retailers (e.g., Amazon.com)
Category retailer/stores
Category brand or manufacturer sites
Shopping comparison (e.g., Yahoo! Shopping, Google Checkout)
Category reviews
Category emails (e.g. sent daily, weekly, etc.) that I signed up for
Online auction (e.g., Ebay)
Coupon/discounts (e.g., couponcabin.com)
Category discussion boards/blogs
Weekly or Sunday circulars
Magazine (e.g., Real Simple, Cosmo)
Full-length TV programming online (e.g.,Hulu)
74%53%
51%45%
44%44%
42%41%
39%39%
35%33%32%
28%26%
23%23%23%
Mobile Websites/Applications Visited & Used– Net of all Categories
And which of the following online sources did you use or access on your mobile device when browsing consumer electronics/technology information/products/services? Please tell us if it was via the internet using your browser or an application installed on your mobile device. Base=Mobile Internet Category Users
Visited a website
Used a search engine
Got store information
Compared products or services
Compared prices of products or services
Read professional reviews for products or services
Read user reviews
Looked at pictures of products/services
Created/managed a shopping cart or list
Looked for/purchased gift cards or certificates
Watched an online video
91%
86%
79%
67%
67%
61%
59%
58%
48%
47%
46%
96%
91%
85%
82%
83%
70%
65%
76%
48%
48%
50%
For those who tried or are interested we see mobile activities approaching similar rates to PC
55Yahoo! Presentation, Confidential
Shopping Activities Tried or Interested in – Net of all Categories
Mobile PC
Earlier you said you’d accessed <<CATEGORY>> shopping information. What specifically did you do on your Internet-enabled mobile device,/PC or Laptop and what are you interested in doing? Base=Mobile Internet Category Users. Or PC Internet Users
Made a Purchase (Net)
Used or requested a coupon
Looked for deals, coupons, offers or promotions
Took and sent a picture of product /details to others
Communicated with someone about ___ via email
Communicated with someone about ___ via IMing
Interacted with ads w/in search results
Interacted with online ads
Interacted with video ads
Communicated with someone about ___ via texting
Click-to-call automatic routing
Looked for/downloaded apps to my mobile device
Scanned a barcode
62%
62%
61%
59%
57%
44%
44%
42%
40%
63%
60%
59%
60%
66%
74%
76%
34%
44%
24%
54%
46%
39%
… with social shopping, deal hunting, and advertising being a part of the mobile experience
56Yahoo! Presentation, Confidential
Mobile PC
Shopping Activities Tried or Interested in – Net of all Categories
Earlier you said you’d accessed <<CATEGORY>> shopping information. What specifically did you do on your Internet-enabled mobile device,/PC or Laptop and what are you interested in doing? Base=Mobile Internet Category Users. Or PC Internet Users
More advanced shopping mobile activities have high failure rates
Responded to/viewed/clicked on ___ video adsScanned a barcode
Looked for/purchased ___ gift cards or certificatesWatched an online video about ___ products/services
Created/managed a shopping cart or list for ___ products or services Communicated with someone about ___ via IMing
Responded to/viewed/clicked on ___ ads Responded to/viewed/clicked on ___ ads within mobile search results
Used or requested a coupon Made ___ purchases on my mobile phone
Looked for ___ deals, coupons, offers or promotionsLooked for/downloaded ___ apps to my mobile deviceRead professional reviews for ___ products or services
Read user reviewsCompared ___ products or services
Compared prices of ___ products or services“Click to call”
Communicated with someone about ___ via emailLooked at pictures of ___ related products/services
Took and sent a picture of ___ product/product details to a others Communicated with someone about ___ via texting
Got store informationUsed a search engine
Visited a website
37%34%
33%32%
31%31%31%
30%29%29%
26%25%
23%23%
22%21%21%21%
20%18%
16%13%
12%9%
Mobile Shopping Outcomes – Unsuccessful Activities (Among Those Tried)
57Yahoo! Presentation, Confidential
Earlier you said you’d accessed <<CATEGORY>> shopping information. What specifically did you do on your Internet-enabled mobile device,/PC or Laptop and what are you interested in doing? Base=Mobile Internet Category Users. Or PC Internet Users
Made a purchase offline/online/mobile (NET)
Used a search engine for more info
Looked online for more info
Posted a comment/updated social networking site
Told a friend, family member or colleague
Went to a retailer/store/distributor for more information
Called a toll-free or 800 number
Considered buying product/services
Entered a contest or sweepstakes
Used a coupon
Downloaded apps to my mobile device
Recommended product/service to someone else
Forwarded a link or video to others
Thought more favorably about a brand or product
Read or wrote on a blog
None of the above
43%36%
24%22%22%20%20%19%
17%15%15%15%14%13%12%
23%
67%61%
50%18%
33%33%
21%41%
39%36%
23%18%
28%14%
8%
Mobile elicits action from category users, though at a lower incidence than PC
Which of these actions have you ever taken as a result of browsing or researching <<CATEGORY>> information or products or services on your mobile device/PC or Laptop? Please select all that apply. Base=Mobile Internet Category Users or PC Internet Users. 58Yahoo! Presentation, Confidential
Actions Taken After Accessing Mobile Category Information
Mobile PC
Mobile Purchase Drivers
60Yahoo! Presentation, Confidential
13%
38%
28%
21%
Never
Rarely
Occasionally
Frequently51%Frequently orOccasionally Buy After Research
When consumers use their phone to research, ½ the time they plan on making a purchaseAfter researching on mobile, I purchase product/service…(via any method)
When you are browsing or researching in general, how frequently would you say you do each of the following using your Internet-enabled mobile device? “Browse or research using my mobile device first and then purchase afterwards.” Base=Mobile Internet Users.
61Yahoo! Presentation, Confidential
46%
42%
41%
34%
32%
27%
21%
Convenience drives mobile category purchasing, so does impulse buysMobile purchase drivers
Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the following statements about making <<CATEGORY>> purchases using a mobile device. “Agree.”Base=Mobile Internet Category Users.
Speed/Convenience59%
Mobile is good for making purchases when I’m not near a computer or laptop
I only make purchases on a mobile device when I’m not near a computer
Mobile is good for making time-sensitive purchases
It’s good for making unplanned purchases
Mobile is good for making impulsive purchases
I only make purchases on a mobile device when it’s faster than using a computer
It’s the most convenient way to make purchases
Proximity to a PC56%
62Yahoo! Presentation, Confidential
36%
34%
28%
24%
18%
However, a key drawback to more mobile purchases is security and ease of use…Mobile purchase drivers
Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the following statements about making <<CATEGORY>> purchases using a mobile device. “Agree.”Base=Mobile Internet Category Users.
It doesn’t seem safe/secure to make purchases
It’s too difficult to make purchases
It’s no different from making a purchase on a computer
I think I’ll be making more purchases on a mobile device in the future
I make more purchases overall because I can use my mobile device
63Yahoo! Presentation, Confidential
Dig. Con. Ent. Dining Elect. Finance Travel Apparel Health Food/Bev Beauty Home Auto
It doesn’t seem safe/secure to make purchases
37% 34% 37% 40% 35% 40% 37% 37% 31% 36% 30% 37%
It’s too difficult to make purchases 31% 34% 37% 34% 32% 38% 37% 36% 34% 28% 33% 31%
It’s no different from making a purchase on a computer
25% 28% 25% 29% 25% 27% 31% 33% 25% 34% 25% 35%
I think I’ll be making more purchases on a mobile device in the future
19% 24% 23% 22% 20% 33% 30% 25% 26% 28% 24% 33%
I make more purchases overall because I can use my mobile device
13% 19% 14% 19% 17% 23% 23% 22% 20% 28% 17% 24%
…however, many plan to make more future purchases in low incidence categories
At/above average Below average
Mobile purchase drivers
Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the following statements about making <<CATEGORY>> purchases using a mobile device. “Agree.”Base=Mobile Internet Category Users.
Understanding Mobile Advertising
65Yahoo! Presentation, Confidential
Reaction to advertising
39%
61%
YesNo
Saw category advertising during shopping process
When you see <<CATEGRORY>> advertising on your mobile device/computer, which best describes your general reaction?Base=Mobile/PC Internet shoppers who have been exposed to advertising.
Less than half remember seeing category advertising, most will look at ads on their phones Advertising Recall
20%
66%
14%
I never look at it
I sometimes look at it
I always look at it
66Yahoo! Presentation, Confidential
34%39%
34%
46%
26%
40%43% 42%
49% 50%
41%48%
Chart Title
Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device for <<CATEGORY>> information or products or services. Base=Mobile Internet Category Users.
Digital Content
Entertain-ment
LocalDine
Consumer Electronics Finance Travel Apparel Health FOOD/
BEV Beauty Home Auto
84% 83% 77% 88% 91% 87% 87% 89% 89% 97% 91% 82%
Recall seeing advertising
Always/sometimes pay attention to advertising
Less than half of mobile category information seekers see ads pertinent to categories they seekAdvertising Recall by Category I Pay Attention
67Yahoo! Presentation, Confidential
I’m ok with advertising if it means that I can access content for free
After I see an ad, I sometimes look for more information
Ads have become more interesting than they used to be
Ads are more helpful at finding geo-graphically relevant information
I am more likely to click on ads that incorporate multimedia elements
I am more likely to click on ads that are simple text ads
46%
30%
29%
28%
22%
22%
Consumers understand that experiences aren’t free but have ad expectationsI strongly agree/agree with mobile advertising…
Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the following statements about researching <<CATEGORY>> purchases using a mobile device. “Agree.”Base=Mobile Internet Category Users.
I’m ok with advertising if it means that I can access content for free
After I see an ad, I sometimes look for more information
Ads have become more interesting than they used to be
Ads are more helpful at finding geo-graphically relevant information
I am more likely to click on ads that incorporate multimedia elements
I am more likely to click on ads that are simple text ads
Auto
PRESENTATION
FREE CONTENT
QUALITY OF INFORMATION
Categories vary based on the quality of information and presentation of the mobile ad
Yahoo! Presentation, Confidential68
Correspondence Map*: Attitudes about Mobile Advertising
*Interpretation Note:The closer the attribute
to the category the higher the association
or correlation. Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the following statements about researching <CATEGORY> purchases using a mobile device. “Agree.” Base=Mobile Category Users.
69Yahoo! Presentation, Confidential
Mobile ads that very clearly told me the price of the product Mobile ads that are straightforward and fact-based
Mobile ads that are informative Mobile ads that clearly spelled out the features and benefits
Mobile ads that are relevantUseful when I’m looking for certain information
Targeted just to me and relevant my interests or background
Mobile ads that give a short snapshot of information Mobile ads that contain a simple call to action
Mobile ads that are text based
Feel good or better about the brand in general Mobile ads that focus on the overall value and not price
Mobile ads that incorporate multimedia elements Mobile banner ads which include graphical elements
Mobile ads that are entertainingMobile ads that are memorable
Mobile ads which are more relevant to my current locationMobile ads that I can share with friends or family
41%40%
38%36%
37%37%
29%
31%26%
19%
25%18%
20%18%
35%27%
27%20%
53%Informative
48%Relevant
41%Simple
29%Branding
26%Graphical
Please tell us how important the following types of ad features are to you when it comes to <<CATEGORY>> advertising on your mobile device. “Extremely/very/somewhat important.” Base=Mobile Internet Category Users. .
Consumers want informative, relevant and simple mobile advertisingThe following is important when it comes to mobile advertising…
70Yahoo! Presentation, Confidential
Dig. Con. Ent. Dining Elect. Finance Travel Apparel Health Food/Bev Beauty Home Auto
Informative 49% 52% 49% 54% 47% 56% 61% 54% 57% 63% 58% 57%
Relevant to Interests 45% 48% 44% 51% 38% 54% 59% 47% 55% 57% 53% 51%
Simple 36% 41% 39% 43% 33% 43% 48% 38% 42% 54% 47% 47%
Branding 24% 28% 27% 29% 24% 29% 38% 31% 37% 39% 33% 37%
Graphical/Multimedia 21% 26% 20% 30% 22% 23% 31% 29% 28% 35% 29% 33%
Please tell us how important the following types of ad features are to you when it comes to <<CATEGORY>> advertising on your mobile device. “Extremely/very/somewhat important.” Base=Mobile Internet Category Users. .
Depending on the category, advertising should be more graphical and branded
At/above average Below average
I strongly agree/disagree with mobile advertising…
Key Takeaways
72Yahoo! Presentation, Confidential
Key Takeaways
Mobile has become a critical part of many users’ daily lives, but more than two-thirds still think the experience could be better. Nonetheless, consumers believe mobile complements PC by in a variety of ways including following up from research conducted on a phone or vice versa.
Mobile is by no means an exclusively out-of-home experience. While 93% of mobile internet users claim to have used mobile out of the home, a close 89% say they also use their mobile devices while in the home.
Since a television is on in many homes during non-work hours, 86% of mobile internet users (and 92% of 13-24s) are using their mobile devices simultaneously with TV consumption. A quarter of them say they are browsing content related to what they are watching, presenting a compelling opportunity for content providers and advertisers alike to complement the viewing experience on the mobile platform.
In-store mobile usage tends to be social in nature, particularly for younger mobile users—87% of mobile internet users are using their phones while brick-and-mortar shopping, with 70% of those texting friends or family and half sending picture messages about products under consideration. When they are using mobile phones in stores, shoppers seem to be looking less for information about a purchase and more for confirmation or opinions from friends and family.
73Yahoo! Presentation, Confidential
Key Takeaways
Overall, mobile is still very much seen as a secondary platform for shopping (and shopping-related information). Across most categories, the PC market is currently 3-4 times the size of the mobile market. However, mobile and non-mobile users alike say they are interested in accessing more mobile shopping information in the next 12 months. There is a tremendous opportunity for retailers and advertisers to help transform mobile into a full-fledged shopping platform.
Furthermore, interest in using mobile to help the shopping process is clearly there—across all categories, 79% of mobile shoppers have either tried already or are interested in accessing store information; 67% comparing products and services; and nearly half responding to ads or making a purchase.
Mobile shopping is strongest in the categories of digital content, restaurants/dining and entertainment—all areas where we know the phone plays a key role. In the case of digital content, the phone is the consumption platform and the latter categories involve events outside the home where the phone is the primary communication/information channel.
Mobile shoppers are highly engaged with advertising—1 out of 5 mobile shoppers who have seen advertising during the shopping process say they always look at it. This rises to 27% in auto and 31% in home improvement (the two categories that also have the longest research times). When considering various attributes of mobile advertising, relevant, informational, and factual are more important attributes than rich media, entertainment value or social sharing. This is particularly true for auto, beauty, and apparel—although entertaining ads are also popular in these categories.
74Yahoo! Presentation, Confidential
Key Takeaways
iPhone and Android users are more likely than Blackberry users to engage in both shopping and communication activities while in a store. They also have stronger interest across categories than Blackberry and Windows Mobile users do. Interest also typically skews younger and ethnic for most categories. These groups are also most likely to say the mobile platform is useful across all stages of the purchase funnel.
Specific mobile tasks consumers try on their mobile devices vary by category. However, there are common popular activities including using a search engine, comparison shopping, and reading professional and user reviews. Most activities tried on mobile are dwarfed by those same activities when tried on the PC. However, when you take into account those interested in the mobile activities we see that demand is high - with scores for mobile approaching and sometimes surpassing PC levels. As failure rates reduce because of better wireless networks and the adoption higher performing mobile devices (like Android, etc.) we'll see many of these mobile activities that have been tried increase.
By understanding mobile principles of location, goal orientation, attentiveness, boredom, passion and trust we can tailor our advertising by these experiences and mindsets. Categories that exhibit boredom principles are more entertainment and mobile digital focused while most others tend to be more goal-oriented. Categories in which users exhibit passion include consumer electronics, auto/parts, and apparel.
research?: [email protected]
mobile sales?:
B2B Insights, Yahoo!
Ashmeed Ali | Primary Lead
Edwin WongRadha Subramanyam
Mobile Sales, Yahoo!
Paul CushmanBrian MorelAlice Kim Hawari
Mandar Shinde
Gateley Meeker
David GillAaron Paquette
Jake Moskowitz
APPENDIX
Visited a website
Used a search engine
Got store information
Compared products or services
Compared prices of products or services
Read professional reviews for products or services
Read user reviews
Looked at pictures of products/services
Created/managed a shopping cart or list
Looked for/purchased gift cards or certificates
Watched an online video
84%
75%
66%
48%
47%
41%
41%
42%
27%
24%
28%
7%
11%
13%
19%
20%
19%
18%
17%
22%
23%
18%
94%
88%
77%
73%
72%
56%
52%
68%
32%
26%
35%
2%
3%
8%
10%
10%
14%
12%
8%
16%
22%
15%
Mobile Tried
Mobile Interested
PC Tried
PC Interested
Demand is high for category mobile activities and approaches PC levels
77Yahoo! Presentation, Confidential
Mobile Shopping Activities I’ve Tried or Interested In – Net of all categories
Mobile PC
Earlier you said you’d accessed <<CATEGORY>> shopping information. What specifically did you do on your Internet-enabled mobile device,/PC or Laptop and what are you interested in doing? Base=Mobile Internet Category Users. Or PC Internet Users
Social shopping, deal hunting, and advertising are currently and will be a key part of the experience
78Yahoo! Presentation, Confidential
Mobile Shopping Activities I’ve Tried or Interested In – Net of all categories
Made a Purchase (Net)
Used or requested a coupon
Looked for deals, coupons, offers or promotions
Took and sent a picture of product /details to others
Communicated with someone about ___ via email
Communicated with someone about ___ via IMing
Interacted with ads w/in search results
Interacted with online ads
Interacted with video ads
Communicated with someone about ___ via texting
Click-to-call automatic routing
Looked for/downloaded apps
Scanned a barcode
42%
33%
38%
42%
40%
26%
29%
28%
24%
47%
40%
39%
25%
20%
29%
23%
17%
17%
17%
15%
15%
16%
16%
20%
19%
34%
50%
52%
62%
19%
28%
13%
46%
37%
26%
17%
23%
14%
14%
16%
11%
8%
9%
12%
Mobile Tried
Mobile Interested
PC Tried
PC Interested
Mobile PC
Earlier you said you’d accessed <<CATEGORY>> shopping information. What specifically did you do on your Internet-enabled mobile device,/PC or Laptop and what are you interested in doing? Base=Mobile Internet Category Users. Or PC Internet Users