InMobi Asian Mobile Consumer

Media Consumption Habits of

Mobile Users

&

How Brands Can Engage with

Them

In partnership with

InMobi, We Are…

• Over 100B ad impressions per month; Reach 578mn unique users

• 13,000+ Sites & Apps; Live in 165 countries;

• $US 215mn funding – Softbank, KPCB, Sherpalo

• Acquired Sprout – Leading Innovator in Rich Media Ads & HTML 5

Global Footprint with

Local Expertise

World’s Largest Independent Mobile Ad Network

Survey on Media Consumption: Q4 2011 – Q1 2012

• Sample of over 12,000 mobile consumers in 12 key countries

in Asia

• China, South Korea, Australia, India, Vietnam, Malaysia,

Singapore, Indonesia, Philippines, Japan, Hong Kong and

Taiwan.

• Recruited via InMobi global mobile ad network between

September 2011 and March 2012

• Used Decision Fuel mobile web platform to collect a

representative sample, including a full range of smart phones

& feature phones

• Weighted according to available relevant demographics

• Four quality control mechanisms applied with approximately

10% of completes removed from sample

Media Consumption & Usage Behaviors

Geographic

Coverage

Methodology

In partnership with

31%

25%

25%

10%

9% Using Mobile (excludingSMS/Calls)

Online via desktop/laptop

Watching TV

Listening to Radio

ReadingNewspapers/Magazines

101 31%

84 25%

83 25%

32 10%

30 9%

Yesterday, how much time did you spend on the following activities?

Minutes

Spent

%

of Time

The average Asian mobile web user consumes 5.5 hours of media daily

Among mobile web users in the Asia Pacific region, mobile has

surpassed traditional online and TV in terms of time spent

Source: Decision Fuel and InMobi research, sample n = 13,351, The question was not asked in AU

26%

27%

27%

28%

30%

31%

33%

34%

34%

35%

36%

33%

23%

33%

29%

23%

25%

20%

20%

35%

18%

20%

25%

26%

24%

24%

23%

31%

27%

27%

18%

25%

27%

8%

13%

8%

9%

15%

7%

9%

13%

5%

9%

9%

8%

11%

7%

10%

9%

7%

11%

6%

8%

13%

8%

South Korea

Malaysia

Taiwan

Hong Kong

Singapore

Japan

India

Philippines

China

Vietnam

Indonesia

Using Mobile (excluding SMS/Calls) Online via desktop/laptop

Watching TV Listening to Radio

Reading Newspapers/Magazines

Yesterday, how much time did you spend on the following activities?

Significant mobile usage can be seen across all markets in Asia Pacific,

with emerging markets leading the way

5.0

4.6

5.1

6.4

4.7

5.2

5.8

6.2

6.1

6.4

5.0

Total Media

Time Spent

(Hours)

Source: Decision Fuel and InMobi research, sample n = 13,351

For mobile web users in Asia, mobile is the preferred

medium for communication, entertainment and search

Which form of media do you use most often for the following activities:

Communication (email, Facebook,

Twitter, etc)

Shopping (travel, purchases, etc) Finding out information (sports,

news, etc)

Entertainment (videos,

games, music)

52% 32%

Mobile

Device

Desktop &

Laptop

TV

39% 18%

Mobile

Device

Desktop &

Laptop

33% 32%

Mobile

Device

Desktop &

Laptop

17%

TV

32% 42%

Mobile

Device

Desktop &

Laptop

13%


19%

16%

19%

23%

23%

18%

15%

5%

9%

5%

5%

5%

55%

55%

45%

42%

39%

37%

35%

25%

34%

28%

23%

13%

20%

22%

29%

19%

22%

23%

26%

45%

31%

31%

36%

35%

6%

7%

7%

16%

16%

22%

24%

25%

26%

36%

36%

47%

Taiwan

Korea

China

Hong Kong

Australia

Japan

Singapore

Vietnam

Malaysia

Philippines

India

Indonesia

Mostly via a desktop/ laptop Evenly split between mobile and desktop/laptop

Mostly via mobile phone Only via mobile phone

Source: Decision Fuel and InMobi research; sample n = 14,076

How do you typically go online/surf the web?

In Asia, 50% of mobile web users now see mobile as

either their primary or exclusive means of going online

Yesterday, aside from making calls what did you spend the most time on

your mobile doing?

Social Media

(e.g. Facebook,

Twitter, etc.)

20% Entertainment

(Music, Videos,

etc.)

20%

Shopping

8% General Info

(Search,

Sports, News,

etc.)

14%

Local

Search

8%

Source: Decision Fuel and InMobi research; sample n = 13,430

Play Games

18%

E-mail

12%

Social media, entertainment and games are the

dominant activities

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

Which two forms of media most impact your purchasing decisions?

5%

9%

45%

49%

17% 43%

Mobile has almost caught up with TV & Internet, in

influencing purchasing decisions

34%


21%

16%

34%

29%

0% 5% 10% 15% 20% 25% 30% 35% 40%

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

Less comfortable, I find them intrusive

Equally comfortable, I'm getting usedto seeing them

More comfortable, I find them to bevery useful

Compared to other forms of advertising like TV or online, how comfortable

are you with mobile web and mobile app advertisements (not SMS)?

63% of mobile users are as comfortable with mobile

advertising as they are with TV or online advertising


Awareness

Favorable Opinion

Consideration

Shopping

Sale

Introduced you to something new (35%)

Helped you find something nearby (21%)

Provided you with better options (23%)

Influenced your in-store purchase (8%)

Caused you to reconsider a product (12%)

Influenced you to buy via your mobile (11%)


Has mobile advertising ever:

Mobile advertising has influenced purchasing behavior

How Brands Can Engage their

Consumers?

Unique Advantages of Mobile

Advantages of the mobile medium – intimacy, immediacy,

interactivity, reach, and accountability

0

2

4

6

8

10

12

14

16

UnaidedAwareness

AidedAwareness

AdAwareness

MessageAssociation

PurchaseIntent

2 2.7

6.9

3.4 2.3

8.6 9.1

13.6

14.1

11.4

Online Norms Mobile Norms

Purchase intent via

mobile is FIVE TIMES

that of online.

Source: InsightExpress

%

Proprietary and Confidential © 2011 InMobi

Mobile outperforms online

How to start?

DR CAMPAIGN Tailor Mobile Marketing for

Lead Generation

CPC buys

Performance sites

Drive to respond

through calls to

action

CONVERSIONS AWARENESS

BRAND CAMPAIGN Tailor Mobile Marketing for

Campaign Recall

TACTICS DATA

AVAILABLE

Device details,

impressions,

clicks, leads,

downloads*

CPM/CPC buys

Premium,

category

targeting and in-

app buys

Drive to

engagement

Device details,

impressions,

clicks, time spent,

videos, page

views, shares, etc

What is your campaign goal?

TACTICS DATA

AVAILABLE

Phone Call or Text

Play a Video

Lead Generation

App Download

Tweet or Facebook

Targeting capabilities: Switchers, Upgraders & Advocates

Connecting Brands to your Audiences

Target By:

• OS/Device/Carrier

• Content & Category

• Demographic

• Geo-Location

• Daypart

Calls to Action for your every objective

Call to Action Description

Click to Landing

Page

User is taken to a mobile website

Click to Video

Play

Video plays on device

Click to Search User is taken to a search results page

Click to Calendar Mobile device stores an event date

Click to SMS Mobile device sends SMS shortcode

Click to dld.

coupon

Device downloads discount coupon

Click to Call Mobile device calls specified number

Click to Share User shares link on social media

Click to Store

Locate

User is taken to a store locator map

Click to Buy User is taken to mCommerce store

Specific Calls to Action and ROI metrics for each step of the funnel

Awareness

Favorable Opinion

Consideration

Shopping

Sale

Example engagement ideas for

your mobile ad campaigns…

Showcase Your Product

Leverage the power of HTML5 to

bring your products to life

• 53% of consumers would like to

see more product info or photos

through their mobile to aid them

in their shopping experience

Creative Options:

• Feature key items from a

promotion or new collection

• Scrolling product catalogues

• 3D product modeling

Enable User Customization

Identify the product that is right

for the user by enabling users

to customize for themselves

Creative Options:

• Body Type Customization

• Product Recommendation

• Product Personalization

The Largest Independent Mobile Ad Network

Promote Coupons / Promotions

Drive consumers in-store by

featuring a coupon or

promotion

• 31% of consumers would like to

see coupons to make more use

of mobile ads

Creative Options:

• Manufacturer coupons

• Retailer specific coupons

• QR code integration

Store Locator

Make it easy for users to find you by integrating a store locator option within your ad unit

• 27% of consumers would like to see store hours and directions on mobile ads to aid them in their shopping experience

Integration Options:

• Integrate store locator map directly into HTML5 ad unit

• Custom brand icons on map

• Link to website landing page with store address & hours

The Largest Independent Mobile Ad Network

Make it Social

Build a fan base for your brand

by integration social media

components within the ad unit

• Display ads and social media

play a complimentary role

within a user’s purchase

conversion funnel, so it’s

important to have a holistic

approach to cross promote

content where possible


• Facebook, Twitter, YouTube

• Foursquare, Shopkick, etc.

Make it Fun - Gamification

Make it fun by enabling users to

play and interact with your brand

• Gaming is #1 time spent activity

on mobile devices

• Gamification of your brand or

campaign can go a long way to

establish brand awareness with

your target audience


• Custom mini game solutions

available through InMobi

Creative Services

• Feature games that brands have

licensed on their own

Bringing it all together

Creative

• Free Creative

Services from

Sprout Team*

• Free Rich Media

Ad Serving Fee*

* Minimum Campaign Spend

Distribution

• Largest

Independent Ad

Network

• Reaching over 578

million mobile

consumers

Quality

• Tested across

thousands of

device + action +

OS version

combination

• Dedicated QA

resources for

every creative

Measurement

• Powerful Tracking

and

Analytics/Optimizatio

n

• Metric collection &

insight generation

• Optimization & A/B

testing

Unmatched LOCAL & Global Premium inventory

+

Campaign/Brand level Research

The InMobi Challenge: Pilot In 1 Month

For further information, please contact:

Phalgun Raju, [email protected]

GM, Southeast Asia, Hong Kong, Taiwan

Thank You

mailto:[email protected]

InMobi Asian Mobile Consumer

Mobile

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