InMobi | June 11th, 2013

Mobile and Multi-Screening

Agenda ‣  About InMobi

‣  Research Objectives and Methodology

‣  Media Consumption & Multi-screening

‣  Understanding the Motivations of Multi-screening

‣  Impact of Mobile on Purchase Behavior

About InMobi

InMobi enables brands, publishers, and developers to engage global consumers through mobile technologies

578M mobile consumers 93.4B impressions per month 165 countries

InMobi touches 40% of mobile Internet users globally, on average 200 times a month through 26,000+ sites and apps

North America

119 M NORTH AMERICA

149 M EME

246 M JAPAC

Africa

35 M AFRICA

Latin America

22 M LATIN AMERICA

InMobi is in MIT’s top 50 disruptive companies of 2013

Methodology

Research Objectives

‣  Understand consumer media consumption behavior around the world

‣  Keep up to date with new trends and track changes over time

‣  Find what’s working and what resonates well with consumers

Methodology

‣  Survey distributed on-device through InMobi’s global mobile ad network, and administered through Decision Fuel and On Device Research mobile web platforms

‣  Results targeted to be representative of mobile population with full range of OS and device types

‣  Wave 1 fielded in Q2 and Q3 of 2011 ‣  Total sample of n=23,165

‣  Wave 2 fielded in Q2 and Q3 of 2012 ‣  Total sample of n=16,700

‣  Conducted qualitative interactions diary in the US ‣  Required participants to check in and answer 4

questions when using mobile phone

‣  Total sample of n=117

Media Consumption and Multi-screening

ABOUT A QUARTER OF MEDIA CONSUMPTION TIME IS ON MOBILE

102

86 79

37

33 30

6.2 HOURS OF MEDIA PER DAY

THE AVERAGE MOBILE WEB USER IN INDIA CONSUMES

Using mobile (ex SMS/calls)

Watching TV

Listening to Radio

Online via desktop/

laptop

Reading Magazines /Newspapers

Sample size: n=2,004

Tablet devices

minutes

minutes minutes

minutes

minutes

minutes

Base: Global Average, n=12,723

21% 22% 22% 23% 24% 24% 27% 27% 27% 28% 28% 28% 28%

32%

Daily Media Time - % Spent on Mobile

63% of mobile web users in India engage in mobile media activities while watching TV

Sample size: n=2,004

11%

8%

11%

11%

18%

26%

49%

57%

Other

Shopping online

Seaching for content not related to what you are watching

Searching for information about the show you are watching

Searching for information about products you see on TV

Playing games or listening to music

Text messaging/ Instant messaging

Social Networking (e.g. Facebook, Twitter, etc.)

Sample size: n=1,371

How do you typically use your mobile while watching TV? (top 2 activities)

Social networking is the main activity while watching TV, followed by text messaging

35% 32% 18%

50%

Mostly via desktop

Evenly split between both

Mostly via mobile

50% now use mobile as either their primary or exclusive means of going online

‘How do you typically go online to surf the web?’

Only via mobile

Base: Global Average, n=14,632

COMMUNICATION Email, Facebook, Twitter etc.

68% 22%

SHOPPING Travel, purchases, banking etc.

20% 34%

For mobile web users, mobile is the preferred device to be used for entertainment, entertainment and search

ENTERTAINMENT Videos, games, music etc.

51% 16% 23%

GETTING INFO Sports, news etc.

42% 17% 20%

Sample size: n=2,004

Understanding the Motivations of Multi-

Screening

41% 31% 27% 21%

13% 10%

It's easy to use

It's always there

I can use it privately

Saves money

Boredom I don't own a computer

“It’s easy to use”

41%

“It’s always there”

31%

WHY?

Sample size: n =1,579

Impact on Purchase Behavior

WHERE?

31% in a meeting or class

55% social event

81% Waiting

for something

82% Lying in bed

51% Spending time with family

22% in the bathroom

61% Commuting

51% Shopping

63% While watching TV

Sample size: n=2,004

Mobile is becoming an important companion, particularly for the in between times

Mobile is on par with TV in impacting purchase decisions

0% 10% 20% 30% 40% 50% 60%

11%

Which two forms of media most impact your purchasing decisions?

41%

48% 34% 4%

17%

Sample size: n=1,668

44%

19%

16%

29%

36%

No opinion, I don't think much about ads on my phone

Less comfortable, I find them intrusive

Equally comfortable, I'm getting used to seeing them

More comfortable, I find them to be very useful

Compared to other forms of advertising like TV or online, how comfortable are you with mobile web and mobile app advertisements

(not SMS)?

Sample size: n=1,930

of mobile users are as comfortable with mobile advertising as they are with TV or online advertising 65%

Thank you! www.inmobi.com/insights