Mobile Insights and Advertising StrategiesSEMPO Atlanta, 31st March 2011

Presented by Paul Cushman

$2BWhat eBay

generated in

mobile salesin 2010

$1MIn sales for

Papa Johns from

mobileweb orders

…in less than

six monthsafter offeringthat option to consumers1

1400%Increase

Costco saw in

mobile devicetraffic

to its PC site

875% How much

mobile commerceis expected to grow over thenext 5 years

Why Mobile?

1See appendix for sources

2

Yahoo!+Bing 650M mobile searches / mo.

4/1/20113

Feature PhoneiPhone Android Windows Phone 7 Rich Browser

+74% +102M SUBS 95M SUBS

5.5MiPhone App DownloadsYOY Growth For Yahoo! + Bing

LENGTH OF SEARCH

Mobile searches are shorter…

4/1/20115

Desktop iPad Mobile

Number of Words Per Search by Platform

4+ words

3 words

2 words

1 word

Source: Yahoo Data, July/August 2010

…And less likely to be brand specific

4/1/20116

7.3%

5.8%

3.8%

Desktop iPad Mobile

% Brand Searches by Platform

SEARCHER

DEMOGRAPHICS

Mobile Searchers younger, iPad & Desktop older

Ages 18-55 comprise 80%+ of Desktop and iPad searchers, and over 90% of Mobile searchers

Mobile searchers are by far the youngest of all platforms:

› More than a quarter are under 25, vs. 15% of Desktop and 11% of iPad searchers

› 61% are under 35, and only 15% are 45+

Over two-thirds of iPad and 60% of Desktop searchers are 35+, compared to 36% for US Dotcom

› Of those, some 60% are 45+, both among iPad and Desktop searchers

4/1/20118

0%

5%

10%

15%

20%

25%

30%

35%

<25 25-34 35-44 45-54 55+

% o

f P

latf

orm

Se

arch

ers

US Dotcom Desktop iPad Mobile

Age Distribution of Yahoo! Searchers by Platform

Mobile Searchers Skew Female

iPad searchers mirror US Dotcom gender split, skewing the most

male among the three platforms

Mobile is the only platform where women comprise over 50% of

searchers

Men account for the largest share of searches on iPad and Mobile4/1/20119

44% 45% 48% 51%

56% 55% 52% 49%

US Dotcom iPad Desktop Mobile

Searchers’ Gender Distribution by Platform

DAYPARTING

Searches for the Top 5 Verticals* remain steady throughout most of the day with the exception of late night (0-3am)› No difference between weekday and weekend search patterns by vertical

› Finance searches peak between 9am and 12pm

› Retail, Travel, and Autos searches remain relatively steady throughout the day

› Entertainment searches pick up towards late evening

4/1/201111

Desktop peaks at noon, Mobile and iPad – at night!

0%

5%

10%

15%

20%

25%

0-3 3-6 6-9 9-12 12-15 15-18 18-21 21-24

Share of Total Daily Search Queries by Day Part by Platform

Desktop

iPad

Mobile

0%

25%

50%

75%

100%

0-3 3-6 6-9 9-12 12-15 15-18 18-21 21-24

Share of Total Daily Search Queries by Day Partby Vertical

Autos

Finance

Travel

Retail

Entertain't

Others

*Top 5 Verticals are: Autos, Entertainment, Finance, Retail, and Travel

SEARCHES BY

VERTICAL

iPads & Entertainment

4/1/2011

0% 5% 10% 15% 20%

Movies

TV|Cable

Amusm't Parks

Entertainment Share of Sub-Category Searches by Platform

Desktop iPad Mobile

13 Source: Yahoo Data, July/August 2010

2010 Academy Awards

Mobile-web traffic spikes during breaks

-10%

0%

10%

20%

30%

40%+ 39%

Time (by 5min slot)

During the Oscars TV event (5-8pm, PST) After Oscars

Yahoo! Mobile Front Page User Traffic

INDEX

+

-Mobile-Web User Traffic

TV Ad Breaks

Before

Highest peaks occurred after the show, suggesting

that users look beyond TV

post-event to learn and read more.

15 4/1/2011

For more insights:

4/1/201116

Join us on April 13 for

Mobile Search: On the Go, On the Rise

advertisingcentral.yahoo.com/webinars

SEARCH

Download the new

Yahoo! Mobile Whitepaper:

advertising.yahoo.com

paulcushman

senior director, mobile ad sales strategy

cushman@yahoo-inc.com

8/10/201017

Thank You