October 2008

Mobile Research on Research

Your Digital Marketing Research Partner

• InsightExpress is a leading provider of high-quality, digital marketing research and plays a preeminent role in the measurement of advertising effectiveness across online, mobile and other media.

• We offer an entire range of comprehensive custom research and digital media measurement solutions, from survey development through the presentation of clear, actionable results.

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• To provide unwavering focus as well as broad strategic vision, we proudly offer our clients three centers of expertise:

• InsightExpress is uniquely equipped to measure integrated media efforts across all channels

• We support clients directly or via an agency or publisher relationship

Centers of Expertise You Can Rely On

Custom Marketing Research

Digital Media Measurement

Mobile Research

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Research Based Expertise

• In our commitment to providing industry leading education in the Mobile environment, InsightExpress has completed its third installment of Research on Research.

• First installment (July 2007) – General market overview and assessment of mobile survey interest.

• Second installment (October 2007) – Data plans, participation in mobile marketing campaigns and specific mobile surveys.

• Third installment (January 2008) – Mobile user profile

• Fourth installment (August 2008) – Minorities use of mobile and deep profiling of specific behavioral segments

A Generational Perspective

Mobile for the Masses

• Mobile phone penetration is spread equally across generations.

• Gen Y (18-24) 85% 87%

• Gen X (25-44) 82% 83%

• Younger Boomers (45-54) 80% 65%

• Older Boomers (55-64) 79% 65%

Internet penetration*

*Pew Internet Research - http://www.pewinternet.org/trends/User_Demo_6.15.07.htm

Mobile Phone penetration

Oh, Those Amazing Contraptions…

Gen Y & X-ers have feature packed phones.

Boomers aren’t too far behind.

Gen Y Gen X

MobileInternet 51% 47%

Text Messaging 86% 82%

Ringtones 76% 63%

Camera 70% 57%

Video 18% 14%

Yng B Old B

MobileInternet 39% 32%

Text Messaging 75% 68%

Ringtones 54% 49%

Camera 52% 49%

Video 10% 7%

Those Young Whippersnappers and Their Thumbs!Daily activities on the mobile phone are very telling of things to come.

Gen Y(18-24)

Gen X(25-44)

Younger Boomers

(45-54)

Older Boomers

(55-64)

Text Messaging 43% 22% 16% 10%

MobileInternet 8% 7% 4% 3%

Video 4% 0% 0% 0%

Text Interaction Is Still A New Behavior

Gen Y Gen XYoung

BoomerOlder

Boomer

Airlines 3% 1% 5% 1%

Music groups 5% 2% 1% 1%

Restaurants or bars 3% 2% 1% 1%

Food/drink products 2% 0% 1% 1%

Radio stations 3% 1% 2% 1%

Weather 7% 5% 8% 6%

Magazines 2% 1% 1% 0%

Sports 5% 4% 4% 2%

Traffic 3% 1% 3% 1%

Other 6% 5% 5% 3%

None 80% 86% 83% 90%

Weather and Sports alerts are

most popular

• Roughly 1 in 6 have signed up for some sort of text alert.

• Roughly 1 in 10 are interested in signing up for text alerts.

Other Gen Y Behaviors Also Emerging

• Mobile as a “social crutch”

• 38% have pretended to talk on their mobile when no one was on the other end

• 34% have arranged to have someone call their mobile to “rescue” them

• Mobile as a “boredom fighter”

• 56% of Gen Y have spent time looking for new things to do with their mobile phone when bored

• Mobile as “instant gratification”

• 47% have sent a text message they regretted

A Behavioral Perspective

Introducing the Three Faces of Mobile

Forges ahead using advanced features weekly

(Internet, Application, and/or Video)

Has tried some advanced features

but wants to use them more

Content to just use mobile for

phone calls and texting

Less than half under 35, 5% own a smartphone

2/3 over 35 yrs

Mobile Pioneer

Mobile Wannabe

Mobile Traditionalist

15% 25% 60%

Majority under 35 yrs,1/3 have a smartphone,More likely to be male, single and a minority

Everyone Dips Toes into the Advanced Mobile Waters

The difference is what part of the pool they swim in

TextingTextingInternetInternet GamesGames

AppsAppsCalendarCalendar

MusicMusic

VideosVideos EmailEmail

IMIMPicturesPictures

Mobile Wannabe

Likes to paddle up to the rope, but hasn’t crossed

into the deep end

Mobile Pioneer

Deep end swimmer who uses everything

Mobile Traditionalist

Happy in the shallow end

Who Makes the Most of Mobile?

Have you ever… Pioneers Wannabes Traditionalists

Mobile Communication

Sent a text message when you were at work 71% 47% 32%

Sent a text message to someone who was in the same room or area as you 62% 39% 26%

Taken a picture of a product with your mobile phone and sent it to someone to get their opinion 57% 30% 16%

Taught someone else how to use their mobile phone features 79% 65% 49%

Had "In case of Emergency“/ICE number in your mobile contact list 35% 25% 22%

Participated in Mobile Marketing

Participated in a contest using your mobile phone to text in 38% 18% 8%

Requested more information about a product using your mobile phone 34% 14% 5%

Mobile Hazards

Thrown your mobile phone at someone or something 29% 12% 8%

Walked into someone or something while you were talking on your mobile phone 35% 21% 12%

Where Should I Focus My Mobile Efforts?

Mobile Pioneer

More likely* to agree that…

Most advertising is relevant to them

They trust the banners/pop-ups they see online

They believe that products that are advertised are a lot better than ones that are not advertised at all

Advertising keeps them up-to-date on products they would like to have

They have told someone about an advertisement they liked*more likely than Traditionalists

Mobile Wannabe

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Focusing on Minorities’* use of MobileMobile Usage & Behaviors by Ethnicity

0%

10%

20%

30%

40%

50%

60%

70%

Own asmartphone

Textmessage

Use mobileInternet

Takepictures w/

phone

Requestedmore infovia mobile

Boughtsomething

usingmobile

Sent a textmessage

from an ad

Minority Non-Minority

* Minority defined as African American, Hispanic, Asian

Activities done at least once a week Activities ever done

In the past, we’ve seen minorities lag behind in adoption of technologies, but not with mobile.

Think Mobile!

Thanks for your time today.Amy Covey

Director, Digital Media Measurement,

Midwest

Office: 773.661.9039

Mobile: 203.550.6662

acovey@insightexpress.com

Joy Liuzzo

Director of Marketing and Mobile Research

Office: 203.967.5604

Mobile: 203.252.7005

jliuzzo@insightexpress.com

InsightExpress is leading the future of marketing research.