Perspectives on Discoverability in Mobile

Perspectives on Discoverability

! Foundation of Quantum Physics ! The quantum world exists as a series of probability waves, an infinite

number of potential outcomes ! Only when something is observed or measured does the probability wave

collapse and a single result is established ! Wave Collapse measures and observes the world in multiple different

ways, collapsing the various probability waves and establishing a rich perspective on reality

! This multi-view approach provides the foundation for strategy optimization using research and insights to drive revenue

! Our team... ! Advises mobile start ups on how to be more attractive to advertisers and

agencies; how to monetize their data; and, how to stand out in the crowded marketplace

! Provides thought leadership research to capture the attention of clients and press

! Identifies ‘after next’ trends to inform product development

Copyright 2012 Wave Collapse LLC

! Online survey in July 2012

! 1500 people

! All own an iPhone, Android, Windows Phone, or BlackBerry device


! A new scientific truth does not triumph by convincing its opponents and making them see the light, but rather because its opponents eventually die, and a new generation grows up that is familiar with it.

! Max Planck, Physicist



Discovery Awareness

Favorability

Consideration

Purchase

Advocacy


Mobile Phone Tablet Computer

80% 78% 88%

I like to use this & look forward to it


53% 47%

63% <44

Years Old

Surprises vs Predictable

Multi-tasking vs Single-tasking

Less likely to own a

Blackberry or Windows

Mobile device

Heavier Users of Mobile

Everything: Internet

Apps Music Games

Love to Discover

More on this later…


Active

Passive

Discovery


53% 52%

13% 15%

0%

20%

40%

60%

80%

100%

Mobile Phone Tablet

Never

Less than once a week

Once a week

Couple of times a week

Once a day

Multiple times a day

Active


23% 26%

38% 39% 35%

31%

50% 47% 47%

28% 33%

39% 41% 41% 34%

45%

0%

20%

40%

60%

80%

100%

Company Product App Topic Company Product App Topic Website

New Familiar

Mobile Tablet

Which of these have you searched for in the past week?

Active


23% 26%

38% 39% 35%

31%

50% 47% 47%

55% 59%

24%

68% 67% 64%

28%

72% 68%

0%

20%

40%

60%

80%

100%


New Familiar

Mobile Tablet Computer

Which of these have you searched for in the past week?

Active


No new ones 37%

A few new ones 47%

Mostly new ones

11%

All new ones 5%

Mobile Websites

No new ones 33%

A few new ones 44%

Mostly new ones

15%

All new ones 8%

Tablet Websites

Thinking about yesterday and the websites you browsed on your mobile phone/tablet, how many of them were new, ones you had not visited before?

Active


79%

65%

49%

0% 20% 40% 60% 80% 100%

Computer

Tablet

Mobile

Interest in Using Device to Find New Websites

Active


! Mobile/Tablet Active Discovery is actually rediscovery, not true discovery/exploration

! Most searches are for companies/things where people already have a relationship

! Apps need to be a part of your mobile strategy

! 50% of smartphone owners have searched for an app from a company they are familiar with in the past week

! Need to rely more heavily on passive discovery

! Low interest in using mobile to find new websites

Active


32% 32%

56%

38% 39% 46%

61%

70%

26%

0%

20%

40%

60%

80%

100%

Came across a new product or company I hadn't heard about

before

Found a new website I hadn't visited before

Found a new app I hadn't heard of before


In the past day, what have you experienced?

Passive


Came across new

website

84% Visited

Site 28%

Searched for similar

sites

2% Something

Else

37% Read

Reviews about Site

Came across

new app

57% Downloaded

App

69% Read

Reviews about App

32% Searched for similar apps

2% Something

Else

Action Taken After Coming Across New Content

Passive


Came across new product/company

37% Searched for similar products/companies

2% Something

Else

66% Read

Reviews

Action Taken After Coming Across New Product or Company

45% Looked for it in-store

Passive


15%

29% 30%

12%

22% 27%

30%

12%

26% 29%

15%

22% 27% 29%

0%

20%

40%

60%

80%

100%

Email Friends/ family

Social network

TV Trusted website

Ad Searched for it myself

Mobile Tablet

How did you hear about the new-to-you website/app?

Passive


! Driving Passive Discovery is a big opportunity

! Few people are coming across new content or companies while on Mobile and Tablet

! Promotes Active Discovery

! Advertisements are on par with Social in assisting Passive Discovery

! For websites, apps, and companies/products

Passive


! Explorers

! People who love to find and experience new things across their lives, not just in mobile and digital (20%)

! Followers

! People who have a bit of an exploring streak but are more likely to follow the path rather than blaze it (60%)

! Laggards

! People who don’t go looking for new things as often, more content with what they already know (20%)

Asked how much they agreed with the series of about 16 different statements around discovery in general. We separated out the groups based on those that overindexed in agreement with the statements (Explorers), those that were about average (Followers), and those that underindexed (Laggards)


All Respondents

80%

Mobile Phone

Explorers

92%

Followers

81%

Laggards

66%

All Respondents

88%

Explorers

91%

Followers

87%

Laggards

87%

Computer

I like to use this & look forward to it


80%

51%

31%

13%

15%

11%

Explorers Followers Laggards

Once a day

Multiple times a day

How often do you use the search bar each day on Mobile?


40% 44%

54% 54% 52% 48%

66% 61% 59%

11% 13%

21% 23% 22% 18%

33% 32% 32%

0%

20%

40%

60%

80%

100%


New Familiar


Which of these have you searched for in the past week on Mobile?


52% 52%

75%

53%

42%

54%

66%

75%

38%

17% 15%

37%

17% 21%

26%

51% 52%

14%

0%

20%

40%

60%

80%

100%

New product/ company

New website New app New product/ company

New website New app New product/ company

New website New app



In the past day, what have you come across?


29%

41% 46%

20%

35% 38%

35%

9%

23%

15% 9%

13% 14%

24%

0%

20%

40%

60%

80%

100%

Email Friends/ family

Social network

TV Trusted website

Ad Searched for it myself


How did you hear about the new-to-you website/app?


Computer Ads

Mobile Ads

Tablet Ads


69%

54%

48%

52%

22%

26%

43%

15%

13%

Clicked/tapped an ad in the past day on these devices


49% 51%

76% <44

Years Old

Android (46%) iPhone (41%) iPad (58%)

Apple TV (26%) Roku (16%)

Heavier Users of Mobile: Internet

Apps Music Games Video Social

83% want to use Mobile or

Tablets to find new websites


Share Life Online vs Keeping Life Private

Wild vs Calm


53% 47%

61% <44

Years Old


Heavier Users of Mobile: Internet

Apps Music Games Video Social



45% want to use Mobile to find new websites


44%

56% 40% <44

Years Old

Light Users of Mobile



21% want to use Mobile to find new websites

Predictable vs Surprises

Single-tasking vs Multi-tasking


! Embrace Explorers

! Attractive Audience profile

! Turn to Mobile frequently & engage with Ads

! Increase Passive Discovery efforts to reach Followers

! They may not be actively looking, but there are opportunities for them to stumble across you

! They may not tap on ads, but they’ll see your message

Joy Liuzzo

571.293.0021

[email protected]

@joyliuzzo


Perspectives on Discoverability in Mobile

Business

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