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Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 1
Smart Mobile How mobility permeates our lives
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 2
Tablet’s projected 5 year growth rate eclipses all other devices Tablet’s projected unit sales from release year (global)
Year 5 Year 2 Year 3 Year 4
In millions:
Year 1
100
200
300
400
Source: Morgan Stanley Research, Gartner, IDC company reports (Feb 2011)
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 3
What does this tiny device even mean?
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 4
The 4 C’s:
Digital Connective
Consciousness Culture Content Community Communications + + + =
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 5
Cousins • Hyperactive • Fun but glad to
take a break
Younger sibling/teenager • Cute and useful • Always tags along;
constantly growing and surprising
Grandparents • Started the whole tech family;
always comes back; mostly used for background noise
Parental figure • Powerhouse • Handles the
heavy, but staid
Cool older sibling • Cutting edge, powerful and enticing • Always has neat tricks up his sleeve
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 6
Previously, usage spiked at specific points in time, leaving gaps for “Life”
Source: Tablet Universe: Consumption Across Devices | August 2012
An ebb and flow of usage, leaving both small and wide gaps throughout the day
TIME
Television Laptop
Desktop Smartphone
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 7
Now, convenience of multiple devices allows consumers to fill in the gaps
Source: Tablet Universe: Consumption Across Devices | August 2012
Consumers no longer access single devices at specific points in time for specific activities or occasions.
TIME
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 8
Creating continuous usage, allowing for greater accessibility, connectivity, and efficiency
Source: Tablet Universe: Consumption Across Devices | August 2012
Technology is used continuously throughout the day – leaving no gaps in time
TIME
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 9
Each device fills gaps & needs % most typically use device while in the following situations…
Source: Tablet Universe: Consumption Across Devices | August 2012
Multitasking at home (i.e. in conjunction with something else)
Winding down at home (i.e. relaxing/before bed)
Filling in the gaps at home (i.e. while roaming around the house)
Getting things done (i.e. specific tasks)
Filling in the gaps on the go (i.e. while traveling, waiting on others, out-of-home ‘me-time’)
Navigating the moment (i.e. out running errands, need last minute info, location-based)
Communal activity (i.e. social settings, with family/others, family activities)
Getting the day started (i.e. when waking up, before work)
61
61
46
38
33
26
25
21
43
38
39
36
45
44
35
33
56
54
47
66
21
24
18
30
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 10
MULTI-TASKING ON DIGITAL DEVICES:
It's happening... a lot
MULTI-TASKING ON DIGITAL DEVICES: It's happening... a lot
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 11
TV watching has always been about community and connection...
SOURCE: Yahoo! Razorfish Mobile TV Multi Tasking | October 2011
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 12
... we've always been about "crossed experiences"
SOURCE: Yahoo! Razorfish Mobile TV Multi Tasking | October 2011
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 13
From 2011, we’ve seen an increase in multi-tasker I multi-task on the following devices…
Source: Yahoo! Multi-tasking Study | July 2013 Total Mobile Internet Users 18-64, Total Tablet Users 18-64
122MM mobile internet users: • 80% multi-task • 98million
131MM mobile internet users: • 81%multi-task • 106million
27.8MM Tablet users: • 94% multi-task • 26million
48.8MM Tablet users: • 85% multi-task • 42million
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 14
In fact, 1/2 mobile multitask while watching TV daily, with 1/3 checking in 2+ times
Source: Yahoo! Multi-tasking Study | July 2013 Q: How often do you use any of the following devices while watching TV at home? Q: Which of the following best describes when/how you typically multitask using tech devices while watching TV?
I mobile multitask while watching TV...What am I usually doing…?
49% 63%
21%
22%
2011 2013
At least once a week Everyday
I multitask while watching TV
94%
60%
Communication
Content
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 15
Email is more a PC activity and IM is more mobile based When I multitask I do a communications activity, such as…
Source: Yahoo! Multi-tasking Study | July 2013 MULTI2. You mentioned that you use the following devices while watching TV at home. Which of the following, if any, do you do on these devices while watching TV at home? Please select all that apply for each device. Base: Use Device While Watching TV Once a Month +; Laptop or Desktop Computer n=1604, Smartphone /Web-enabled mobile phone n=868 Tablet n=411
76%
54%
28%
24%
Check & Send email
Update & view social networks
IM
Discussion boards & chat rooms
Laptop & Desktop
Mobile
Tablet
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 16
There’s a lot of content activity with ~40% searching for related commercial content
Source: Yahoo! Multi-tasking Study | July 2013 MULTI2. You mentioned that you use the following devices while watching TV at home. Which of the following, if any, do you do on these devices while watching TV at home? Please select all that apply for each device. Base: Use Device While Watching TV Once a Month +; Laptop or Desktop Computer n=1604, Smartphone /Web-enabled mobile phone n=868 Tablet n=411
63%
48%
49%
39%
46%
44%
38%
Laptop & Desktop
Mobile
Tablet
Surf Internet for non related content
Surf Internet for related content
Play online games
Search for info related to commercial
Watch videos
Read news
Do work-or school-related activities
When I multitask I do a content activity, such as…
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 17
There's a definite need to optimize mobile sites
XX
52% of consumers are disappointed when companies do not have specialized sites for their mobile Internet browser
CONSUMER MARKETER
75% of companies have no clear mobile strategy
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 18
MULTI-TASKING ON DIGITAL DEVICES:
It's happening... a lot
BIG EVENTS How mobility extends water cooler moments
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 19
The Digital Extension
SOURCE: Y! Yodeler's Panel | Academy Awards | March 2012 n = Total Sample (n = 2,535)
24% got info about an Oscar-nominated movie
THE PRE-SHOW
19% got info on Oscar nominated actors or actresses
THE LIVE SHOW
24% looked for monologues, performances & opening numbers while watching the show live
THE AFTER PARTY
46% looked at best and worst dressed pictures
38% wanted Oscar results
36% read Oscar articles online after the live show
22% got to a photo, read an article, or watched a video about the Oscars from their friends social media wall
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 20
There’s a growing daily trend of sports content consumption on mobile devices
2013 MULTI13 and 2011MOB4: Now please think about sports in general. How often do you check or read sports-related content such as news, scores, stats or results, etc. via your mobile device? Base: Mobile phone/Smartphone owners, 2013 n=1320; 2011 n=1745
Frequency of checking & reading sports related content on mobile devices
18% 22%
15%
26% 33%
48%
2011 2013
Daily Once to a few times a week
2011 2012
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 21
Similar to 2011, sports multi-tasking continues to be more content driven
MULTI12. Which of the following, if any, do you typically do while watching sporting events on TV? Base: Web-Enabled Mobile Phone/Smartphone Owners who multi-task with sports TV shows and check Sports-Related Content via their Mobile Device at least Weekly (n=1498)
When watching sports, I multi-task by doing the following…
78% 49%
44% 39%
33% 24%
22% 20%
65% 46%
26% 28%
25%
Look for the latest scores of other games/events Look for schedules of other games/events Look for team and player information/stats
Look for top sports headlines/sports-related articles Look for sports online-video content
Look for sports-related images/photos Read/Write blog posts
Text someone about the sporting event Email someone about the sporting event
Talk smack with other fans online IM someone about the sporting event
Content
Communicate
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 22
Fact finding missions are also popular when it comes to sports
MULTI12. Which of the following, if any, do you typically do while watching sporting events on TV? Base: Web-Enabled Mobile Phone/Smartphone Owners who multi-task with sports TV shows and check Sports-Related Content via their Mobile Device at least Weekly (n=1498)
When watching sports, I multi-task by doing the following…
51% 35%
21% 15% 15%
55% 29%
27% 23%
13% 16%
Posted or updated social networking sites
Posted a message or discussion boards
Posted images on a photo sharing site
Posted related video content onto a video site
Fact-check something someone I know said
Fact-check something the announcer said
Check & manage my fantasy team(s)
Make a sports related purchase
Something else sports related
Share
Other
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 23
MULTI-TASKING ON DIGITAL DEVICES:
It's happening... a lot
OUR SUPER BOWL CASE STUDY
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 24
The Super Bowl was 1/5 commercial content
2013 Super Bowl: Sunday Feb 03, 2013, between 3:30-7:30 hrs PST Control dates: Same time & day after (2/10) Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data TV Commercial data sourced from Nielsen
-20%
-10%
0%
10%
20%
30%
40%
3:30 PM
3:35 PM
3:40 PM
3:45 PM
3:50 PM
3:55 PM
4:00 PM
4:05 PM
4:10 PM
4:15 PM
4:20 PM
4:25 PM
4:30 PM
4:35 PM
4:40 PM
4:45 PM
4:50 PM
4:55 PM
5:00 PM
5:05 PM
5:10 PM
5:15 PM
5:20 PM
5:25 PM
5:30 PM
5:35 PM
5:40 PM
5:45 PM
5:50 PM
5:55 PM
6:00 PM
6:05 PM
6:10 PM
6:15 PM
6:20 PM
6:25 PM
6:30 PM
6:35 PM
6:40 PM
6:45 PM
6:50 PM
6:55 PM
7:00 PM
7:05 PM
7:10 PM
7:15 PM
7:20 PM
7:25 PM
7:30 PM
Time (by 5min slot)
2013 Super Bowl (Main game: 3:30pm – 7:30pm, PST)
Blck out 1Q Starts 2Q Starts
3Q Starts
4Q Starts Half-Time Break
Game End
TV Ad Breaks
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 25
-0.21
-0.11
-0.01
0.09
0.19
0.29
0.39
0.49
3:30 PM
3:35 PM
3:40 PM
3:45 PM
3:50 PM
3:55 PM
4:00 PM
4:05 PM
4:10 PM
4:15 PM
4:20 PM
4:25 PM
4:30 PM
4:35 PM
4:40 PM
4:45 PM
4:50 PM
4:55 PM
5:00 PM
5:05 PM
5:10 PM
5:15 PM
5:20 PM
5:25 PM
5:30 PM
5:35 PM
5:40 PM
5:45 PM
5:50 PM
5:55 PM
6:00 PM
6:05 PM
6:10 PM
6:15 PM
6:20 PM
6:25 PM
6:30 PM
6:35 PM
6:40 PM
6:45 PM
6:50 PM
6:55 PM
7:00 PM
7:05 PM
7:10 PM
7:15 PM
7:20 PM
7:25 PM
7:30 PM
4.25
4.35
4.45
4.55
4.65
4.75
4.85
4.95
Traffic spikes occur during weak play & ads
Time (by 5min slot)
2013 Super Bowl (Main game: 3:30pm – 7:30pm, PST)
TV Ad Breaks PVs/UU
PVs
/ Use
r
TD (49ers)
Tide
Chrysler
Kia
49ers continue to play weakly Nearing
the end of the Blackout period End of
Halftime Show
Taco Bell Volks- wagen
End of 1Q
Go Daddy
End of 2Q
TD (49ers)
Game resumes
after blackout
Beyoncé/ Destiny’s
Child Halftime Show
TD (Ravens)
1st TD (Ravens)
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 26
-8%
2%
12%
22%
32%
3:30 PM
3:35 PM
3:40 PM
3:45 PM
3:50 PM
3:55 PM
4:00 PM
4:05 PM
4:10 PM
4:15 PM
4:20 PM
4:25 PM
4:30 PM
4:35 PM
4:40 PM
4:45 PM
4:50 PM
4:55 PM
5:00 PM
5:05 PM
5:10 PM
5:15 PM
5:20 PM
5:25 PM
5:30 PM
5:35 PM
5:40 PM
5:45 PM
5:50 PM
5:55 PM
6:00 PM
6:05 PM
6:10 PM
6:15 PM
6:20 PM
6:25 PM
6:30 PM
6:35 PM
6:40 PM
6:45 PM
6:50 PM
6:55 PM
7:00 PM
7:05 PM
7:10 PM
7:15 PM
7:20 PM
7:25 PM
7:30 PM
7:35PM
7:40 PM
7:45 PM
7:50 PM
7:55 PM
8:00 PM
1.25
1.27
1.29
1.31
1.33
1.35
The Super Bowl was 1/5 commercial content
2013 Super Bowl: Sunday Feb 03, 2013, between 3:30-7:30 hrs PST Control dates: Same time & day after (2/10) Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data TV Commercial data sourced from Nielsen
Time (by 5min slot)
2013 Super Bowl (Main game: 3:30pm – 7:30pm, PST)
End of 1Q
End of Show Spike
Nearing the end of the Blackout period
Beyoncé/ Destiny’s Child Halftime Show
Increase in Mobile Uniques by Yahoo! Property PC PVs/UU Mobile PVs/UU
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 27
1-2PM 2-3PM 3-4PM 4-5PM 5-6PM 6-7PM 7-8PM 8-9PM
153%
492%
1567%
1062%
424%
258%
1150%
348%
699%
219%
504%
Mobile traffic grew in some properties by over +1500% Increase in Mobile Uniques by Yahoo! Property
Music Sports OMG! News Beyoncé & Destiny’s Child Halftime Show
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 28
What did they search?
Increase in search volume for each keyword from the Sunday Prior
FOOTBALL: 1. Super Bowl Halftime: 9981% 2. What time Super Bowl 2013: 5601% 3. Baltimore Ravens Roster: 785% 4. San Francisco 49ers Roster: 649%
ENTERTAINMENT/VENUE: 1. Beyonce Super Bowl 2013: 7237% 2. Beyonce: 640% 3. Alicia Keys: 549% 4. New Orleans SuperDome: 538%
ADS & BRANDS 1. Coke super bowl ad: 2284% 2. Go Daddy commercial: 851% 3. Mercedes Benz CLA: 791% 4. Doritos Super Bowl 2013: 479% 5. Budweiser Super Bowl Ads 2013:
473% 6. Elementary TV Show: 343% 7. Budweiser Black Crown: 306% 8. Amazing Race 2013: 262% 9. Doritos: 228% 10. Tide: 215%
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 29
MULTI-TASKING ON DIGITAL DEVICES:
It's happening... a lot
Connected TV: A Connected Devices Experience
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 30
Defining Internet Connected TV (CTV) What Makes Up Internet Connected TV? It’s accessing the Internet through your TV via your DSL/Broadband connection in any of the following ways:
SOURCE: Connected TV: The Dawn of a New Era | May 2012
6
TV
Controllers
Smart TV
Satellite/Cable Operator
Game Console
Blu-Ray/DVD Player
TiVO or DVR
Digital Media Adapter
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 31
Nearly 80% show interest in using mobile & tablet devices to interact with Y! CTV... Device Owners: How interested are you in using [insert device] to interact with Y! CTV?
SOURCE: Connected TV: The Dawn of a New Era | May 2012 Q: Based on the video that you just viewed, please tell us how interested you are in this Yahoo! Connected TV product if it were available on your current TV or a future TV that you might purchase and you had the ability to access, sync, and share content through your smart phone or Tablet PC device instead of directly to your TV? Base: Own device or plan to buy in the next 2 years.
Not at all interested
Not very interested
Somewhat Very interested
Extremely interested
10% 12%
32%
27% 18%
6% 8%
29%
30% 27%
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 32
Build updates for the screen, go past the remote control for interaction & communication On which device would you prefer to access the following Y! CTV-related CONTENT?
SOURCE: Connected TV: The Dawn of a New Era | May 2012 Q: Below are some of the features you said you were interested in if you were to access Yahoo! Connected TV. Some of these features are also available through a Yahoo! Connected TV mobile or Tablet PC application. Please tell us if you would prefer to access this content on an Internet-enabled TV, a smartphone, Tablet PC, or does it not matter how you access this content? Select one for each feature. Base: Showed interest in feature (floating base)
30%
28%
29%
30%
32%
32%
35%
32%
32%
33%
18%
21%
15%
20%
19%
20%
20%
30%
26%
26%
12%
11%
20%
14%
14%
17%
16%
14%
20%
18%
40%
40%
36%
36%
35%
30%
29%
24%
22%
22%
No Preference Tablet PC Smart Phone Internet Enabled TV
Media Search Guide
Extra TV Show or movies Info
Personalized Alerts
Extra Sports Info
Recommend TV Programs
TV Show Check
Voting or Polls
Access content not related to what you are watching
E-mail or IM
Social Networking
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 33
Build updates for the screen, go past the remote control for interaction & communication On which device would you prefer to access the following Y! CTV-related CONTENT?
SOURCE: Connected TV: The Dawn of a New Era | May 2012 Q: Below are some of the features you said you were interested in if you were to access Yahoo! Connected TV. Some of these features are also available through a Yahoo! Connected TV mobile or Tablet PC application. Please tell us if you would prefer to access this content on an Internet-enabled TV, a smartphone, Tablet PC, or does it not matter how you access this content? Select one for each feature. Base: Showed interest in feature (floating base)
No Preference Tablet PC Smart Phone Internet Enabled TV
Media Search Guide
Extra TV Show or movies Info
Personalized Alerts
Extra Sports Info
Recommend TV Programs
TV Show Check
Voting or Polls
Access content not related to what you are watching
E-mail or IM
Social Networking
26%
29%
21%
29%
28%
30%
31%
44%
38%
39%
17%
15%
28%
20%
21%
25%
25%
21%
29%
27%
57%
56%
51%
51%
51%
45%
45%
35%
32%
33%
INFORMATION
CONTENT INTERACTION
COMMUNICATION
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 34
SOURCE: Connected TV: The Dawn of a New Era | May 2012 Q: Below are some of the features you said you were interested in if you were to access Yahoo! Connected TV. Some of these features are also available through a Yahoo! Connected TV mobile or Tablet PC application. Please tell us if you would prefer to access this content on an Internet-enabled TV, a smartphone, Tablet PC, or does it not matter how you access this content? Select one for each feature. Base: Showed interest in feature (floating base)
Pictures or video of a product or service
An actual showcase of a product or service
The ability to purchase from your home
The ability to "check-in" for more savings
Finding out where to buy locally
Entering Contest & Sweepstakes
Talk about a product or ad on my social network
Talk about a product or ad via email or IM
30%
32%
31%
33%
34%
35%
31%
31%
21%
20%
23%
21%
22%
23%
25%
26%
13%
14%
14%
15%
18%
17%
21%
21%
35%
34%
31%
31%
26%
25%
24%
22%
Information and transaction can start on the big screen
No Preference Tablet PC Smart Phone Internet Enabled TV
How would you prefer to access Y! CTV-related ADVERTISING & PROMOTIONAL content?
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 35
SOURCE: Connected TV: The Dawn of a New Era | May 2012 Q: Below are some of the features you said you were interested in if you were to access Yahoo! Connected TV. Some of these features are also available through a Yahoo! Connected TV mobile or Tablet PC application. Please tell us if you would prefer to access this content on an Internet-enabled TV, a smartphone, Tablet PC, or does it not matter how you access this content? Select one for each feature. Base: Showed interest in feature (floating base)
Pictures or video of a product or service
An actual showcase of a product or service
The ability to purchase from your home
The ability to "check-in" for more savings
Finding out where to buy locally
Entering Contest & Sweepstakes
Talk about a product or ad on my social network
Talk about a product or ad via email or IM
30%
29%
34%
31%
33%
35%
36%
38%
19%
21%
21%
22%
27%
26%
30%
30%
51%
50%
46%
46%
39%
38%
34%
32%
Information and transaction can start on the big screen
No Preference Tablet PC Smart Phone Internet Enabled TV
How would you prefer to access Y! CTV-related ADVERTISING & PROMOTIONAL content?
INFORMATION
TRANSACTION
COMMUNICATION
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 36 SOURCE: Various Y! Case Studies" Social Features, Into Now, & Social Sentiment Slider | 2011 & 2012
Risk taking can benefit brands for being more innovative & caring Test versus Control Lifts for 2 Case Studies
CONTENT
INNOVATION
CARE
+37% Is an innovative brand
+17% Is forward thinking or progressive
+27% Understands me and what I like
+17% A brand that cares about it's customers
+90% Connecting with me around the content I love
+54% Trying to engage with me in new ways
LIFT TEST VS. CONTROL ATTRIBUTE FOR BRANDS
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 37
MULTI-TASKING ON DIGITAL DEVICES:
It's happening... a lot
SMART MOBILE How mobility influences category shopping
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 38
Shoppers are behaving in new ways Instant information at their fingertips, improved Mobile and Tablet site usability, shopping apps and improving technology enable the shopper to behave in completely new ways.
Dynamic and Evolving Shopping Experience
Rapidly improving technology
Increasing consumer confidence and demand
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 39
43% of tablet owners believe their tablet is critical to my daily life
More than 50% say their mobile devices makes them
browse the internet more
67% of mobile owners believe their mobile is critical to my daily life
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 40
+145% +103%
+180% +62% +108% +93% 76M 69M
56M 54M 54M 51M 2012
31M 34M
20M
26M
28M 25M
2010
Finance Entertainment items & content
Home Improvement
Restaurants & Dining
Personal & Vacation Travel
Consumer Electronics & Technology
There’s been explosive growth in leveraging our mobile devices for shopping information… I use my mobile device to access shopping related information
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 41
+104% +135%
+100%
Clothing, Apparel, & Fashion Accessories
Beauty & Personal Care
Automotive Packaged Food &
Beverage
Healthcare & Medical
51M
25M
47M
20M
40M
20M
47M 20
10
2012
There’s been explosive growth in leveraging our mobile devices for shopping information… I use my mobile device to access shopping related information
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 42
11M 9M 8M 7M 8M 8M
2012
Finance Entertainment items & content
Home Improvement
Restaurants & Dining
Personal & Vacation Travel
Consumer Electronics & Technology
…with tablet shopping nascent but ramping I use my Tablet to access shopping related information
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 43
Clothing, Apparel, & Fashion Accessories
Beauty & Personal Care
Automotive Packaged Food &
Beverage
Healthcare & Medical
2012
8M 7M 7M 6M 6M
…with tablet shopping nascent but ramping I use my Tablet to access shopping related information
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 44
+9% -11%
-5% -13% -8% -23% 95M 97M
83M 85M 85M 93M 104M
86M 79M 74M 78M 72M
2012
2010
Finance Entertainment items & content
Home Improvement
Restaurants & Dining
Personal & Vacation Travel
Consumer Electronics & Technology
Shopping via the PC has decreased in the past 2 years as mobile and tablet ramp. I use my PC to access shopping related information
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 45
-16% -9%
-19%
Clothing, Apparel, & Fashion Accessories
Beauty & Personal Care
Automotive Packaged Food &
Beverage
Healthcare & Medical
20M
2012
92M
77M 70M 74M
64M 60M 69M
49M
Shopping via the PC has decreased in the past 2 years as mobile and tablet ramp. I use my PC to access shopping related information
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 46 46
Mobile shopping is omnipresent. Always on always going…
IN STORE GETTING SOMEWHERE AT HOME WHILE WAITING IN LINE
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 47
While mobile shopping is on-the-go, it really starts at HOME I use my Mobile/Tablet to access <category> shopping related information in this location
84%
36%
51% 46%
92%
30%
46% 42%
Mobile Tablet
IN STORE GETTING SOMEWHERE AT HOME WHILE WAITING IN LINE
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 48
88%
75%
82%
77%
Also used a pc to <category> shop
Go home to do more shopping on my PC % Strongly/Somewhat Applies after using device in-store
Mobile Tablet
Most users claim to use their PC in addition to their mobile and tablet devices
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 49
MOBILE TABLET
Disappointed companies don't have optimized site 44% 50%
Disappointed companies don't have application 38% 47%
I am less likely to re-visit a brand’s site if it wasn't optimized for my mobile device the first time I visited it 38% 44%
SITE EXPERIENCE
BUYING STUFF
MOBILE TABLET
Filling out forms on my mobile phone is difficult 61% 46%
Brands-Manufacturers-Retailers have not made it easy to redeem coupons on my mobile device while in-store 36% 37%
I am sometimes unsuccessful at making payments using my mobile device 27% 26%
There is ample opportunity to improve the consumer brand experience on mobile devices
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MOBILE TABLET
Used a map to navigate 52% 50%
Took/sent product picture 34% 29%
Scanned Something 30% 32%
Looked for/downloaded apps 23% 30%
“Checked in” at a location 22% 24%
OTHER Search
Reviews Sites
Deal Sites or Apps
Product & Price Comparison
Communication about Product
Noticed/Clicked on Advertising
75%
72%
54%
49%
45%
34%
75%
63%
59%
61%
43%
43%
81%
59%
54%
70%
21%
43%
Mobile Tablet PC
It’s really about the basics: search, review sites, and community are important during the buy cycle I used my device to do the following…
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GATHER MORE INFO Mobile Tablet PC 55% 68% 71%
NARROW DOWN Mobile Tablet PC 50% 63% 70%
LOYALTY Mobile Tablet PC 46% 55% 54%
PURCHASE/ENROLL Mobile Tablet PC 48% 61% 64%
AWARENESS Mobile Tablet PC 42% 54% 51%
Great ride!!!
Tablet rivals PC as being a helpful device throughout the purchase path Helpfulness of Device in Purchase Path
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Mobile Tablet
ENTERTAINMENT
CASUAL DINING
BEAUTY & PERSONAL CARE
FOOD & BEVERAGE
TRAVEL
APPAREL
CONSUMER ELECTRONICS
79% 80%
76% 78%
53% 66%
53% 59%
66% 76%
61% 77%
55% 60%
Mobile & tablet shopping research results in purchase behavior offline or via PC Actions After Mobile/Tablet Research: I made a purchase/enrollment via any method
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Mobile Tablet
HOME IMPROVEMENT
INVESTMENT
INSURANCE
CREDIT CARD
HEALTH
BANKING
AUTO 24% 28%
28% 46%
38% 46%
39% 50%
40% 51%
42% 55%
53% 60%
And it’s also a driver of purchase for lower incidence categories Actions After Mobile/Tablet Research: I made a purchase/enrollment via any method
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ENTERTAINING
BOLD
UP TO DATE VALUE
INTERACTIVE
FUNCTIONS
43%
41%
39%
32%
35%
39%
WOULD CAPTURE MY ATTENTION
Bold and interactive ads that take full advantage of the device are most appealing to consumers Mobile/Tablet Advertising Preferences – Ad Copy
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Auto Apparel/Fashion
Beauty/Personal Care Consumer Electronics
Food & Bev Home Improvement
Banking Entertainment
Credit Cards Health
Insurance Travel
Investment Dining
Mobile/Tablet Advertising Preferences – Category
Relevant to current location/local area
Offers/Coupons/ Promotions/Incentives
Relevant to interests/background
For most categories, the top 3 ad tactics revolve around location, relevancy and promotions
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Categories elicit different ad tactics Mobile/Tablet Advertising Preferences – Category Differences to total
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Meet the consumer where they want to be met, on the device they choose
FINDING IMPLICATION
► CONVENIENCE OF MULTIPLE DEVICES: consumers can fill in gaps & always "be on"
► BIG EVENTS: consolidation through content
► CONNECTED TV: a connected devices experience
► THE CHANGING CONVERSATION: taking cues from the consumer
► Mobility and portability have changed our capability to access and interact digitally
► Enhance brand sponsorships and incremental effectiveness by understanding consumer patterns around these events
► Leverage platforms like CTV and publishers building out application experiences that cross devices
► Enhance brand sponsorships and incremental effectiveness by understanding consumer patterns around these events
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Meet the consumer where they want to be met, on the device they choose
FINDING IMPLICATION
MOBILE: A SIGNAL OF A POTENTIAL PURCHASER
► With 50% of mobile shoppers saying that mobile makes them browse the internet more
► 84% start mobile shopping in a category while at home
► For mobile and tablet users, most shoppers are using it to “gather more information
STICK WITH THE BASICS:
► When shopping starts, users are indicating an active intent for information gathering, which usually leads to purchase.
► For mobile shoppers specifically, 75% will start on search, 72% review sites, and 54% deal sites. That order should influence your media buying plan
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Meet the consumer where they want to be met, on the device they choose
FINDING IMPLICATION
MOBILE: A SEQUENCED PART OF BRAND STORY TELLING
► 88% of mobile shoppers use a PC to shop and 75% will always go back to their PC even when doing the occasional show rooming
► ~40% of consumers are frustrated about sites not being mobile optimized and coupon redemption. In fact, when sites don’t do a good job telling their mobile story, it can lead to customer’s not coming back
IT’S NOT MOBILE VS. PC BUT… MOBILE + PC
► Consider how the consumer travels cross-screen when it comes to your consumer shopping journey. It’s not just the advertising but also the overall shopping experience of your site
► Consumers want to use their devices to research products and service but marketers have not kept up with the demand. It’s important that mobile websites and apps to be optimized, informative, easy to find & navigate, and powerful
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Meet the consumer where they want to be met, on the device they choose
FINDING IMPLICATION
MOBILE: AD EXPECTATIONS ARE ABOUT LOCATION, RELEVANCE, AND DEALS
► 52% are looking for deals, 52% want ads that are location based, and 49% want personalization
► Creatively speaking, consumers expect mobile advertising to be entertaining (43%), bold (41%), and interactive (39%)
► However, think category as different things index by category
CREATE FOR MOBILE BUT DON’T FORGET ALL THE TECHNOLOGY AVAILABLE FOR EFFECTIVE BUYS
► Tailor your mobile and tablet advertising to deliver personalized, location-based & promotions to help drive purchase
► Consider cross-screen digital advertising buys or re-targeting across screens to catch consumers during their follow-up visits to PC
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