Mobile Media Consumption: A New Wave Takes Shape
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Transcript of Mobile Media Consumption: A New Wave Takes Shape
Mobile Marketing Association
Crid Yu VP & Managing Director, North America InMobi
Mobile Marketing Association
MMA Forum | January 29th, 2013
Mobile Media Consumption: A New Wave Takes Shape
Mobile Marketing Association
From the moment we wake up… …We are always on
82% of mobile web users access their devices in bed
Source: InMobi!
US mobile users spend 2.7 hours per day socializing on their device — over 1/3 of the
time they spend sleeping
Source: ComScore!
Mobile Marketing Association
108
93 92
52
37 35
minutes minutes
minutes
minutes
minutes
minutes
7 HOURS OF MEDIA PER DAY
GLOBALLY, MOBILE DATA USERS
CONSUME
Using Mobile Media (excluding calls and SMS)
Watching TV
Listening to Radio
Online via Desktop/Laptop
Reading Magazines /Newspapers
Tablet Devices
Sample size: n=12,723
Mobile Marketing Association
Mobile Ad Spend (in billions)
$-
$5
$10
$15
$20
$25
$30
$35
$40
2012 2013 2014 2015 2016
Global
US
Source: eMarketer
Mobile Marketing Association
Research Objectives
Understand consumer media consump7on behavior around the world
Keep up to date with new trends and track changes over 7me
Find what’s working and what resonates well with
consumers
Mobile Marketing Association
Has mobile adver7sing ever:
Awareness
Favorability
Consideration
Shopping Research
Sale
Introduced you to something new (75%)
Provided you with beEer
op7ons (67%)
Caused you to reconsider a product (55%)
Influenced your in-‐store purchase
(45%)
Helped you find something
nearby (69%) Base: Global Average n=12,723
Mobile Marketing Association
Mobile is already on par with traditional media in impacting purchase behavior
0% 10% 20% 30% 40% 50% 60%
10%
Which two forms of media most impact your purchasing decisions?
47%
50%
30%
10%
20% 40%
Base: Global Mobile Average n=9,880
Mobile Marketing Association
54%
40%
27% 23%
17%
In an app On a search engine On a retailer website On a video website Others
Mobile data users claimed they have noticed advertising on the following mobile channels:
Sample size: n=9,441
Mobile Marketing Association
29%
30%
20%
21%
More comfortable, I find them to be very useful
Equally comfortable, I'm getting used to seeing them
Less comfortable, I find them intrusive
No opinion, I don't think much about ads on my phone
Compared to other forms of advertising like TV or online, how comfortable are you with mobile web and mobile app advertisements (not SMS)?
of mobile data users are as comfortable with mobile advertising as they are with TV or online advertising 59%
Sample size: n=14,439
Mobile Marketing Association
18%
39%
28%
10% 5% Never
Rarely (less than 5% of the time) Occasionally (5-10% of the time)
Frequently (10-25% of the time)
Very frequently (over 25% of the time)
ONLY 15% OF MOBILE DATA USERS
FREQUENTLY CLICK ON MOBILE ADS
UNINTENTIONALLY
How often do you unintentionally click on mobile ads (such as banners or rich media ads)?
Sample size: n=9,127
Mobile Marketing Association
0%
10%
20%
30%
40%
50%
60%
6am -‐ 8:59am 9am -‐ 11:59am
Noon -‐ 2:59pm
3pm -‐ 5:59 pm
6pm -‐ 8:59pm
9pm -‐ 11:59pm
Midnight -‐ 2:59am
3am -‐ 5:59am
Smartphone Tablet PC
Device use pa1erns reflect their inherent compe99ve advantages
During a typical day, at what ?mes do you usually use your device?
Source: Mobext & InMobi Connected Device Research
70% of mobile data users in the US engage in mobile media activities while watching TV
Base: US n=1,055
Mobile Marketing Association
Mobile Marketing Association
Mobile Marketing Call to Action
– We can tackle both upper and lower funnel
– We can to engage customers across plaXorms
– We have to deliver on measurement and results
– We have to deliver the promise of targe7ng
– We have to deliver on the ad experience
Mobile Marketing Association
Tums
Mobile Marketing Association
The objective of the Tums campaign was to increase brand awareness of the Freshers product via a rich media campaign.
7,091,798 Impressions
.92% CTR
3,460 of mobile users took action by linking out to Facebook, Twitter & Tum’s mobile site
TUMS REFRESHERS
Thank you! www.inmobi.com