January 2011 InsightExpress’ Mobile Consumer Research.

January 2011

InsightExpress’ Mobile Consumer Research

Fortifying the Industry with Knowledge• In our commitment to providing industry leading education in the

Mobile environment, InsightExpress has completed its 14th installment of the Digital Consumer Portrait. • First installment (July 2007)• Second installment (October 2007)• Third installment (January 2008)• Fourth installment (August 2008)• Fifth installment (December 2008)• Sixth installment (January 2009)• Seventh installment (April 2009)• Eighth installment (June 2009)• Ninth installment (September 2009)• Tenth installment (December 2009)• Eleventh installment (March 2010)• Twelfth installment (June 2010)• Thirteenth installment (September 2010)• Fourteenth installment (November 2010)

Device & Usage Trends

Smartphones Are The New Phone

• A third of mobile owners have a smartphone

All mobile owners

18-24 yr old 25-34 yr olds 35-44 yr olds 45-54 yr olds 55-64 yr olds0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

13% 15%19% 18%

8% 5%

21%21%

29%24%

20%

13%

Own a smartphone only

Own a regular mobile & a smartphone

34% 36%

48%

28%

18%

42%

Device Type Influences Features Used

Texting Internet Games Applications Video Social Network-

ing

Check-ins0%

20%

40%

60%

80%

100%

67%

30%

18% 20%

12%

19%

4%

61%

11%8%

4% 3%6%

1%

78%

64%

36%

45%

27%

40%

8%

Weekly Usage of Mobile FeaturesSeptember 2010

All Mobile Users

Regular Phone Users

Smartphone Users

Starting to see a slight decrease in Texting

Users Cannot Live By Apps Alone

6

Social Network-ing

Search/Portal Photo/Video News/Sports/Weather

Commerce Mobile Content0%

20%

40%

60%

80%

100%

26%

45%

32%

44%50%

41%

19%

9%15%

20%

12%16%

55%

46%

53%

36%39%

44%

How did you access the below in the past week?September 2010

Mobile Internet OnlyMobile App OnlyBoth Mobile Internet & App

Mobile Doesn’t Necessarily Mean Mobile

Send/re-ceive text messages

Use the in-ternet to visit web-

sites

Use mobile applications

Play mobile games

Listen to music

Watch videos on

your mobile phone

Send/re-ceive email

Check-in Update a social

network-ing site

0%

20%

40%

60%

80%

100%

53%43%

28%

47% 45% 44% 38% 42% 37%

47%57%

72%

53% 55% 56% 62% 58% 63%

Where are you most of the time when you do the following on your mobile phone?

Somewhere else

At Home

Social Pressure Drives Mobile

Purchased an advanced mobile

phone

Text message Use Mobile In-ternet

Take pictures with mobile

Use Mobile Apps Play Mobile Games

Manage Calendar on Mobile

Listen to Music on Mobile

Watch Videos on Mobile

Use Email on Mobile

0%

20%

40%

60%

80%

100%

33%

78%

45%

72%

37% 37% 35% 36%

28%

43%

27%

67%

33%

61%

24%29% 30% 28%

22%

33%

What All or Most of My Family/Friends Are Doing on Mobile

3Q2010

3Q2009

Thinking about the friends/family you communicate the most with - how many of them are doing the following?

Social Networking is Mobile• 18% of mobile phone owners have used a social networking site on

their phone (up from 9% at beginning of 2009)

• 52% of Smartphone users; 9% of Regular phone users

Have used on their phone

Facebook 89%

MySpace 39%

Twitter 29%

LinkedIn 12%P

oste

d ...

Vis

ited

fri..

.

Poste

d u

...

Bro

wsed p

...

Got upd

at...

Poste

d a

...

Searc

hed ...

Added a

n...

75%65% 65%

56% 53%44% 40%

22%

Social Network Activities Done on Mobile Phone

No differences by device type

Mobile & Shopping Behaviors

Where Have You Used Your Mobile Phone?

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In a store82%

At a Sporting event36%

In a doctor’s office or hospital

55%

While flying on a plane14%

During church service7%

During a movie at the theatre17%

Men, The Forgotten ShopperUsing Mobile Phone While In Store Overall

Who is doing this the most?

Been on the phone and asked the person you were talking to about a product 36% Females 18-34 (50%)

Used your mobile phone to take a picture of an item to send to someone 14% Smartphone owners (27%); 18-34 (21%)

Used your mobile phone to search for an item to find reviews 8% Males 25-34 (23%); Smartphone owners (19%)

Used your mobile phone to search for an item to find better prices 7% Males 25-34 (20%); Smartphone owners (19%)

Looked for a coupon on your mobile phone 6%Males 25-34 (21%);

Smartphone owners (16%)Females 18-24 (14%)

Used a coupon that was on your mobile phone already 6% Males 25-34 (17%); Smartphone owners (14%)

Used your mobile phone to find a recipe 6% Smartphone owners (16%);Males 25-34 (13%);

Made a purchase using your mobile phone 5% Smartphone owners (13%);Males 25-34 (12%)

Used your mobile phone to search for an item to compare nutritional information 5%Males 25-34 (16%); Males 18-24 (12%);

Smartphone owners (12%);

Scanned a barcode with your mobile phone 4% Smartphone owners (10%)

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Tidbits About the Male Mobile Shopper

• 53% have a smartphone• Overindex in coupon usage in the past month at the following types of

stores• Electronics store – 30%(general pop 10%)• Clothing store - 33% (general pop 15%)• Department store – 30% (general pop 15%)• Service location – 16% (general pop 7%)

• They are more inclined to go hunting for coupons• When asked preference for receiving mobile coupons…

• 51% said they would prefer to find coupons themselves via an application (28% of the general pop)

• 39% said they want to text in to receive them at the store (27% for general pop)

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I Want This Please

• 17% of Mobile Users have shown a clerk in a store a picture of a product on their mobile phone

14

18-24 25-34 35-44 45-54 55-640%

20%

40%

60%

80%

100%

13% 11% 14%6%

0%

22%

34%29%

11%4%

Percent that have shown a clerk in a store a picture of a product on their mobile phone

Females

Males

Send Them To Me Please!

Have them sent to me via text message

45%

Find them myself using an application

28%

Text in to receive them when I’m in a store

27%

How would you like to receive coupons on your mobile phone?

15

The Informed & Armed Mobile Shopper

16

Purchase product

when you can’t get to

store/computer

Look for gift suggestions

or ideas

Look for a coupon on your mobile

phone

Use your mobile

phone to scan a

barcode in a store

Find a product at

another store

Use a coupon I

receive on my mobile

phone

Get alerts about sales

Find reviews of a product

when you are in a store

Get some-one’s opin-

ion by send-ing a photo

Store shopping

list

Look for a better price

on a product

Take pic-tures of

products in the store

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

14%

17%

19%

19%

20%

20%

21%

23%

25%

26%

29%

34%

3%

2%

3%

2%

4%

4%

3%

3%

11%

6%

5%

14%

6%

7%

8%

7%

9%

8%

9%

9%

15%

12%

12%

20%

How are you planning on using your mobile phone to help you this holiday season?

All Mobile Devices

Regular Phone

Smartphone

Shopping on Mobile Isn’t One or the Other

Mobile Internet website48%

Mobile application38%

Neither13%

Would you rather visit a website on your mobile phone or download an application to shop/browse a retailer?

Smartphone Owners Only

17

• 56% of Smartphone owners have visited a retail store website on their phone

Kids & Mobile

The Pass Back Effect

• 70% of Smartphone owning parents have given their child their phone to do some activity

19

Use the camera Play a game you down-loaded for them

Watch a video you down-loaded for them

Send/receive text messages Browse the Internet0%

20%

40%

60%

80%

100%

48%44%

31% 30%22%

Have you ever given your child your phone so they could do any of the following?

Smartphone Parents

But Everyone Else Has One…

• Parents of kids these ages tell us

• 53% of their 11-13 year olds have a mobile phone

• Regular phone - 85%

• Smartphone - 15%

• 78% of their 14-16 year olds have a mobile phone



• 84% their 17-18 year olds have a mobile phone



20

Texting with Companies

• When asked how many brands they’d be willing to receive text messages from, consumers say around 2

• Which companies are top of mind when we asked consumers which ones they’d most like to receive text messages from? Most mentioned are retailers…• Wal-Mart• Amazon• Target • Apple• eBay

1 out of 3 People Are Receiving Text Alerts

Signed up for some text alert 38%

Weather 15%Banks or other financial 13%Sports 11%Stores 9%Restaurants or bars 8%Airlines 7%Traffic 7%Music groups 6%Food or drink products 6%Radio stations 6%Other 6%Magazines 5%

Text Messages Are Not a Substitute for Email

• For Smartphone owners, 24% of their email is read on the mobile phone (only 4% for Regular phone owners)

23

Email Text message on my mobile phone

Both email and text message on my mobile

phone

Neither email nor text message

0%

20%

40%

60%

80%

100%

62%

7%

20%11%

74%

5% 7%14%

Which would you prefer to receive from your favorite companies?

Smartphone owners

Regular phone owners

Behavioral Profiles of Mobile Users

Three Faces of Mobile

25

Mobile Intensives

Mobile Casuals

Mobile Restrained

Mobile IntensivesIn early 2008, this group made up ~15% of the mobile universe and now they are up to 23%

• 86% are between 18-44 years old & 54% make over $50k a year

• 68% own a smartphone

• More likely to have decision making responsibility for and consider themselves to be Influencers (people come to them for advice) in the following categories…• Travel (Hotels, Airlines, Car rentals)• Investments• Discretionary spending (Restaurants, Clothing, Electronics, Movies,

Cable/Satellite)• Prescriptions & Personal Care items

• 45% say that when they wake up, they check their mobile phone as the first or second thing (bathroom is what mobile is competing with)

• 53% agree that they ‘Look at advertisements to see what I should purchase’

• 44% agree that they ‘Make a “want list” from advertisements about products’

26

Mobile CasualsIn early 2008, this group made up ~25% of the mobile universe and now it is stable at 24%

• 65% are females

• 59% are between 35-54 years old & 59% make under $50k a year

• 85% report owning a regular phone; 15% a smartphone

• More likely than Mobile Restrained group to text and use their camera to take and send photos

• Text once a week – 73%

• Take pics once a week - 43%

• Send pics once a week – 21%



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Mobile RestrainedIn early 2008, this group made up ~60% of the mobile universe and now it is down to 53%

• 57% are 45+ years old & 55% make under $50k a year

• 96% own a regular mobile phone

• 47% text once a week

• 27% take a picture with the camera on their mobile once a week



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With So Many Choices, What Do We Focus On?

Consumer Reaction to Mobile Ad Units in Context

30

InsightExpress’ Digital Consumer Portrait March 2010, all mobile users

Legend:- Smaller bubbles

are better (less annoying)

- The higher up the better (more people likely to click)

- The further to the right the better (more people noticed it)

Consumer Reaction to Mobile Ad Units in Context

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InsightExpress’ Digital Consumer Portrait March 2010

By Mobile Behavior Segments

Legend:- Smaller bubbles are better (less annoying)- The higher up the better (more people likely to click)- The further to the right the better (more people

noticed it)

Mobile Norms & Best Practices

33

The study used norms developed in online ad testing as a benchmark to draw conclusions around the performance of advertising on mobile devices. InsightExpress compared the two using InsightNorms, the company’s normative database containing over one thousand online ad effectiveness campaigns and over one hundred mobile ad effectiveness campaigns. Mobile InsightNorms are based on InsightExpress’ flagship mobile brand effectiveness solution, Mobile AdInsights, which employs a test/control design to measure the brand impact of mobile advertising campaigns.

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Mobile Best Practices

• Stage 1 – Clear Branding• Not surprisingly, campaigns that incorporate the brand in

all creative sizes see higher lifts in awareness.

• Stage 2 – Consistent Messaging• Campaigns that focus on one message (even with multiple

different executions) outperform mobile norms.

• Stage 3 – Foster a Connection• Targeted campaigns, rather than general marketing, see

greater movement in favorability of the brand.

• Stage 4 – Give Them a Reason• Successful campaigns do not let an engagement

opportunity pass by and have multiple interaction elements available to the consumer.

• Stage 5 – Developing Preference• Successful brands use this stage to send coupons that

can be forwarded to friends, develop a mobile Web site with an easy-to-use store locator, compare prices, or highlight another tangible benefit that keeps consumers coming back and trusting their brand.

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Mobile Best Practices: Creative Development

• Copy needs to follow the guideline of ‘the shorter the better’• Number of words ranged from 5 -16 depending on the size of the units

• Connect with the consumer• Either entice them with a need, make things relevant on a personal level

and/or use the words “Get” and “You”

• Logo size and placement is important• Logo or product name should take up at least a third of the total ad unit and

be placed on the left side

• Everybody loves a picture• Incorporate some imagery rather than featuring only plain copy

• Cool hues rule• The background color of the best performing campaigns leaned more

heavily towards the cool end of the color spectrum

Think Mobile!InsightExpress is leading the future of marketing research.

Joy Liuzzo

Senior Director, Mobile Research

(203) 252-7005

[email protected]

January 2011 InsightExpress’ Mobile Consumer Research.

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