Insights - NinthDecimal · Insights iWire Mobile Audience Insights Report Q4 2012 Source: JiWire,...

InsightsJiWire Mobile Audience Insights Report

Q4 2012

Insights JiWire Mobile Audience Insights Report Q4 2012

Source: JiWire, Q4 2012

Table of Contents

Mobile Audience Trends 2-6

Connected Device Adoption & Trends 7-10

Worldwide Location Highlights 11-12

Public Wi-Fi Trends 13

The Q4 Mobile Audience Insights Report examines leading consumer trends such as location and mobile shopping trends, connected device adoption, as well as our ongoing Wi-Fi usage habits. This quarter we uncovered several valuable insights about the connected shopper and how mobile is influencing their shopping behaviors specifically around why they connect while in-store, where they shop, and how this impacts retailers. In addition, the report examines mobile device proliferation and the impact rapid tablet adoption is having on consumer mobility and behavior, as well as public Wi-Fi data around consumer demand and global trends. Key highlights include:

The top 4 activities shoppers use their mobile devices for while in a store are focused on enhancing their shopping experience.

Women are using mobile in stores more than men to find the best deal with price comparison & store promotions being their top two activities.

Mobile wallet usage has increased 38% in the last year with PayPal as the leader.

72.2% of tablet owners plan to buy another one.

Mobile tablet & smartphone usage on public Wi-Fi increased 53% in the last 12 months.

of mobile consumers are influenced by the availability of in-store Wi-Fi


1

79.5%



Paypal

Amazon Paym

ents

Google Walle

tIsis

Other

Haven’t used

What’s

a Mobile

Walle

t?

Haven’t used but w

ould

Have you used a mobile wallet?

Mobile wallet usage has grown 38% since Q1 2012

32% of consumers surveyed have used PayPal, 3x the amount that have used Google Wallet (10%).

While mobile wallet usage has increased from Q1 to Q4 2012, 11% of mobile users surveyed don’t know what a mobile wallet is.

The inclusion of Amazon Payments indicates consumers may have a broad definition of mobile wallets, or consider it to be a mobile wallet because they use it for purchasing from Amazon while in-store.

In the past 30 days, which of the following mobile wallets have you used to purchase in-store

with your mobile phone?

Source: JiWire, Q4 2012Source: JiWire, Q4 2012

2

Mobile Audience Trends: The Connected Shopper

Q1 2012

Q4 2012

Yes No

63%

37%

49%

51%

Q1 2012

growth

Q4 2012

38%

23%

32%

14%20%

9% 10%

1%4% 5%

41%

29%

14% 11%8% 9%



Where do you use your mobile device the most for shopping?

Mall Big BoxRetailers

RestaurantsElectronicRetailers

ClothingRetailers

Consumers are nearly 2x as likely to use their mobile device for shopping while in an electronic store (44.4%)than the other locations, with clothing retailers having the next highest usage at 25.9%

Men use their mobile device more than women at electronic and big box retailers.

Women lead men in location mobile usage at clothing retailers and restaurants.


3

Mobile Audience Trends: The Connected Shopper

44.4%

50.1%

35.4%

25.9%21.9%

32.7%

14.2% 15.1%13.6% 14.1%

16.1%

10.7%14.1% 12.9%

16.3%

All

Men

Women



79.5% of mobile consumers are influenced by the availability of in-store Wi-Fi when deciding where to shop

Consumers age 21-24 & 35-44 are most influenced by the availability of in-store Wi-Fi at 86%.

At least 44% of all age groups indicated that in-store Wi-Fi definitely influences where they shop.

Even the “least” interested shoppers, age 45+, are over 77% influenced by in-store Wi-Fi availability.

Would the availability of in-store Wi-Fiinfluence where you shop?



4

Mobile Audience Trends: In-store Connectivity Impact on Shopping

Yes Somewhat No

<21 21-24 25-34 35-44 45-54 55+

Yes Somewhat No

48.1%79.5%31.4%

20.5% 18.9% 14.0%22.4%

13.6%22.8% 22.6%

33.0% 37.7% 30.2%29.2%

30.5% 33.1%

48.1% 48.2% 47.3% 57.2% 46.7% 44.4%





5

Mobile Audience Trends: In-store Connectivity

Price

comparis

on

Find product

reviews

Deals, offe

rs,

coupons to

use in-sto

reBro

wse the

store

's website

Browse th

e web

(unre

lated to

the

store

or pro

ducts)

Comm

unicate

with fr

iends

Find other

colors/optio

ns

Find item

elsewehre

Share posts

via

social media

of smartphone owners report using their mobile device

while in-store

If you use in-store Wi-Fi, what do you use it for?

93.6%

63.9%59.1%

54.2%59.3%

56.2%

41.8%

35.5% 37.5%

30.6%28.5%33.8%

24.5%

17.1% 19.6%15.2%

22.2%

15.4%23%

Female smartphone owners

Male smartphone owners

The top four mobile usage categories reveal that shoppers are primarily using in-store connectivity toenhance their shopping experience

Contradicting many concerns that connectivity leads to showrooming, the fourth highest activity was traffic to the store’s own website.

Women outranked men in 7 of the 9 activities, indicating that they are more active in-store

Women use in-store connectivity to price compare and find deals, while men research product reviews and browse the store’s website.



Top Chains that

Customers Frequent

Top Chains that

Customers Frequent

Ann Taylor customers are 7x more likely to shop at Banana Republic than Banana Republic customers are to shop at Ann Taylor

20% of Ann Taylor customers go to Banana Republic, while only 3% of Banana Republic customers go to Ann Taylor.

65% of Ann Taylor patrons are female, while 60% of Banana Republic patrons are male.

35% of Ann Taylor shoppers are men despite it being a women’s retailer.

While 44% of Banana Republic customers are parents compared to 25% of Ann Taylor customers, Ann Taylor shoppers’ top 10 retailers include children’s stores like Gymboree and The Children’s Place.

Source: JiWire, Q4 2012Source: JiWire, Q4 2012

6

Mobile Audience Trends: Retail Brand Audience Comparison

vs. vs.

65%35% 60% 40%

20% 3%

Female FemaleMale

of Ann Taylor customers shop at Banana Republic

of Banana Republic customers shop at Ann Taylor

Male

1. Starbucks

2. Subway

3. Sunglass Hut

4. American Eagle

5. Bank of America

6. Gymboree

7. Banana Republic

8. Lids

9. McDonald’s

10. The Children’s Place

1. Gap

2. Radio Shack

3. Victoria’s Secret

4. Express

5. Ruby Tuesday

6. Sunglass Hut

7. Abercrombie & Fitch

8. McDonald’s

9. AT&T

10. LensCrafters



Connected device adoption: U.S. highlights

In Q4 2012 Apple devices remained consistent in market share while Samsung continues to see increases of over 300% for the second quarter in a row

Apple devices remain in the top 3 spots, with iPhone, and iPod Touch accounting for 70.9% of market share.

The Kindle Fire continues to remain the strongest challenger to the iPad in the tablet market segment.

iOS and Android continue to dominate the market as the top Wi-Fi mobile operating systems.

Windows Surface wasn’t in the top 10 in Q4 2012 but our research indicates quick market adoption based on purchase intent (see page 8).

Furthermore, Android gained market share for the second quarter in a row.

Source: JiWire, Q4 2012 Source: JiWire, Q4 2012

Top 10 Wi-Fi Mobile Devices: Q4 2012 Top Wi-Fi Mobile OS: Q4 2012

1 Apple iPhone 36.0% 1 - 0.07%

2 Apple iPad 28.5% 2 0.13%

3 Apple iPod Touch 6.4% 3 - 0.19%

4 Samsung Galaxy S III 4.6% 6 + 2.86%

5 Samsung Galaxy S II 2.6% 5 + 301.6%

6 Kindle Fire 2.3% 4 + 1.2%

7 Epic 4G 0.8% 8 + 0.7%

8 Blackberry Torch 0.8% 804 + 14.1%

9 EVO 4G 0.8% 9 + 0.6%

10 Droid Razr 4G 0.7% 13 + 31.6%

1 iOS 68.4% 1 - 0.03%

2 Android OS 27.9% 2 + 30.3%

3 RIM OS 2.5% 3 - 13.5%

4 Windows OS 0.7% 4 + 20.3%

5 Symbian OS 0.2% 5 - 33.4%

6 Linux OS 0.1% 6 + 52.5%

7 WebOS 0.1% 7 + 0.5%

Q4Rank

Q4Rank

Mobile Device Top 10 Mobile Device OSQ4 2012% of Ad

Requests

Q4 2012% of Ad

Requests

Q4 2012Rank

Q4 2012Rank

% Change in Market Share

% Change in Market Share

Note: JiWire measurement includes all mobile device types in order to providea complete view of how the on-the-go audience is connecting. * OS: Operating System.7



Device proliferation continues to grow with 72% of tablet owners planning to purchase an additional tablet

iPad is the clear leader with 74.6% of respondents planning to purchase, with the Samsung Galaxy tablet coming in second with 11.9% planning to purchase.

Although only in the market a short time, the Windows Surface Tablet ranks 3rd in purchase consideration, ahead of the Kindle Fire.

If you already own a tablet, do you plan to purchase another?

If so, which type do you plan to buy?

iPad

Samsung Galaxy

Windows Surface

Kindle Fire

Android Tablet

Blackberry Playbook

OtherMen who planto buy

Women who planto buy


8

Connected Device Trends: Tablet Adoption

74.6%

11.9%

8.8%

8.5%

6.9%

3.8%

8.1%

72.2%27.8%

77.3% 65.4%

Yes

No



Connected Device Trends: Public Wi-Fi Usage

Mobile device usage on public Wi-Fi increased 53% in the last 12 months

Tablet and smartphone usage have increased by 58% and 50% year over year, respectively, while laptop usage has declined by 32%.

Mobile devices continue to represent the majority of Wi-Fi usage for the third quarter in a row

Smartphones and tablets now represent 58% of all public Wi-Fi usage, up from 38% in Q4 2011. Laptop usage, by contrast, dropped to 42% of usage – a relative decrease of 12.5% from 1H 2012 to 2H 2012.

Smartphone Wi-Fi usage has increased by at least 5.8% in all locations except hotels, which remained the same.


Wi-Fi Usage by Device Growth of Smartphone Connections by Venue

17% 16% 19%

35% 40% 39%

48% 44% 42%

Q1 2012Q4 2011 Q3 2012Q2 2012 Q4 2012

Tablet Smartphone Laptop

9


55%62%

31%26%

14%12%

78%72% +8.3%Restaurant

34%32% +6.3%Library

29%29% 0%Hotel

55%52% +5.8%Café

55%51% +7.8%Mall

% smartphoneconnections

Q3 2012

% smartphoneconnections

Q4 2012

% growth insmartphoneconnections

38%35% +8.6%Airports



There is a direct correlation between where people connect to public Wi-Fi and the device they use,influenced by portability, dwell time, and usage

Tablet usage is highest in travel-oriented locations like airports (24%) and hotels (20%).

Smartphone usage on public Wi-Fi is highest at places like restaurants (78%), hospitals (66%), malls (55%) & cafés (55%), where they are more on-the-go, and unlikely to carry larger, heavier devices.

Locations where people have more dwell time reflect higher laptop usage, such as libraries (56%) and hotels (50%).

Percentage of Public Wi-Fi Smartphone and Tablet Connections by Venue


10

Connected Device Trends: Overall Device Usage by Location

Airport HotelLibraryMallRestaurants CaféHospital

78% 66% 55% 55% 38% 34% 30%

9%

13%

13% 11%

24% 10% 20%

13%21%

32% 34% 38%

56% 50%

Smartphone

Tablet

Laptop



Worldwide Location Highlights: Public Wi-Fi Locations

Worldwide public Wi-Fi locations continue to grow in the fourth quarter of 2012

Quarterly growth of 0.78% from Q3 2012 to Q4 2012, but 5.3% since Q2 2012.

Annual growth of 20.1% from Q4 2011 to Q4 2012, and 18.5% growth in 2012.

Source: JiWire, Q4 2012 Source: JiWire, Q4 2012

Worldwide public Wi-Fi locations: 2008 – 2012

Worldwide quarterly growth in public Wi-Fi locations:

*Base starting at 230,000

237,507

682,115

776,556

813,953

820,262

289,476

414,356

682,929

820,262

2008 Q1 20122009 Q2 20122010 Q3 20122011 Q4 20122012

11



Worldwide location highlights: Public Wi-Fi locations

78.9% of the U.S. public Wi-Fi market is free or ad supported

The U.S. has shown significant growth in free Wi-Fi hotspots over the course of 1 year, growing by 20% since Q4 2011, while free locations Worldwide have remained between 19 – 25%.

South Korea remained in the #1 spot for the second quarter in a row with the United Kingdom as a close second

Public Wi-Fi business models: Worldwide Q4 2012

Public Wi-Fi business models: U.S. Q4 2012

1 South Korea 186,759 1 0.00%

2 United Kingdom 182,345 2 + 0.42%

3 United States 134,106 3 + 1.1%

4 China 104,106 4 0.0%

5 France 35,432 5 + 0.1%

6 Taiwan 24,149 6 0.0%

7 Russian Fed. 16,829 7 0.0%

8 Japan 15,736 8 +0.03%

9 Germany 15,104 9 + 0.2%

10 Sweden 9,546 10 +0.05%

Q4Rank

Country Q4 2012Number of Locations

Q3 2012Rank

% Change

Paid

Free

Paid

Free

21.7%

21.1%

78.3%

78.9%



12



Watc

h a 30

second video

Complete

a

survey

Share on

social media

Download an app

View an ad

about a re

taile

r

84.2% of mobile consumers prefer complimentary, ad-supported Wi-Fi over paid Wi-Fi

Of those who prefer free Wi-Fi, the majority (64.8%) prefer watching a 30 second video, followed by completing a survey (41.4%) and seeing a brand promotion (30%).

8.4% of consumers would rather pay for Wi-Fi and 7.4% are willing to pay for a faster connection.

What sort of sponsor engagement would you be willing to do for free Wi-Fi?

When connecting to the internet, which would you prefer?



13

Public Wi-fi Trends: Free vs. Paid Connectivity

Free, ad-supported Wi-Fi

Pay for higher speed

Paid Wi-Fi

84.2%8.4% 64.8%

41.4%

30%

20.2%14.8%

7.4%

InsightsJiWire Mobile Audience Insights Report Q4 2012

The Q4 Insights Report highlights recent mobile market audience usage trends offering advertisers insights they can apply to their mobile strategies and campaigns.

JiWire is the leading location-powered mobile advertising and data platform, leveraging proprietary historical and present data enabling advertisers to effectively engage their desired audience across all mobile devices at scale. JiWire has been an innovative leader in evolving mobile advertising and delivering mobile audiences since 2003. As of the release of this report our data platform creates audience profiles from over 585 million devices and more than 7 billion data points, engaging more than 55 million unique users monthly across smartphones, tablets and laptops.

For questions, interview requests, additional info or to make recommendations for future reports, please contact us at [email protected].

Methodology:JiWire’s Mobile Audience Insights Report is based on data compiled from three sources; a survey of more than 1,400 randomly selected customers across JiWire’s 315,000 public Wi-Fi network, as well as the billions of advertising impressions from our combined Wi-Fi and mobile advertising platform. The report is based on data collected from Nov ‘12 through Dec ‘12. Quarterly public Wi-Fi location rankings and business model distributions are based on the final day of the quarter.

Insights - NinthDecimal · Insights iWire Mobile Audience Insights Report Q4 2012 Source: JiWire,...

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