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2011 Mobile AdvertisingResearch StudyMulti-Country Consumer and IndustryInsightsJune 2011
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Table of Contents
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
Overview page 3
Multi-Country Consumer Behavior page 5
Purchase Process page 11
Multi-Country Insights Per Industry page 15
Apparel page 16
Automotive page 23
Banking / Financial Services page 29
Consumer Electronics page 34
Consumer Packaged Goods / FMCG page 41
Entertainment page 48
Multi-Country Effect of Mobile Advertising Page 55
Multi-Country Mobile Usage page 58
Apps vs. Browse page 62
Appendix Page 65
Methodology page 66
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3
The surge in smartphone adoption and marketing investment in mobile demands a
greater understanding of how mobile advertising is affecting offline consumerbehavior. Our latest research reveals new mobile usage patterns, insights on howmobile app and web advertising is changing the way consumers shop and transactoffline/online as they relate to specific industry verticals ranging from entertainmentto consumer packaged goods across three countries the US, the UK and France.
You will learn the following in this multi-country research study focused on mobile
Internet users: Mobile consumer usage patterns associated with content, purchasing behavior
and advertising
Consumer insights on how mobile advertising influences offline consumerpurchase behavior
Mobile consumer behavior influenced by mobile OS, device type, mobile apps vs.
mobile browse and gender Practical mobile advertising insights across industry verticals
To help make insights more actionable, we have divided the executive summary intotwo parts. Part 1 is a general overview and multi-country analysis. Part 2 contains acountry specific executive summary for the US, the UK and France.
Overview
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
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The industry verticals included in the research study include the following:
Keep in mind, this content represents only a fraction of the valuable 2011 MobileAdvertising Consumer Insights Research findings conducted by ROI Research, Inc.
If you would like to see a specific cut of the 2011 Mobile Advertising ConsumerInsights Research, please reach out to https://advertising.microsoft.com/contact-us.
Note: Other industry sectors covered in this study include Insurance (UK and FR),Luxury Items (UK and FR), Financial Services (US), Telecommunications (US) and Travel(US).
Overview
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
Apparel Consumer Electronics
Automotive Consumer Packaged Goods / FMCG
Banking / Financial Services Entertainment
https://advertising.microsoft.com/contact-ushttps://advertising.microsoft.com/contact-ushttps://advertising.microsoft.com/contact-ushttps://advertising.microsoft.com/contact-ushttps://advertising.microsoft.com/contact-ushttps://advertising.microsoft.com/contact-ushttps://advertising.microsoft.com/contact-us8/2/2019 2_2011 Microsoft Mobile Multi-Country Consumer and Industry Insights
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Multi-Country ResearchConsumer Behavior
5
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New Generation
Smartphones
Classic
Feature Phones
Changing Consumer Behavior Across MarketsMobiles Growing Influence in Everyday Life
A way to save time A place to spend time
Mobile serves many functions a new shopping assistant, a personalcommunication and entertainment device, and a hub for new media consumptionsuch as social media, maps / location based services and gaming
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
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9.8 hrs.
US FRUK
9.7 hrs.9.8 hrs.
Avg. Time Spent on Mobile by Country
Time Spent on MobileMobile Internet Users Spend About the Same Amount of Time AcrossCountries
Note: Measures time spent on mobile phones other than phone calls or texting ours per week
hrs. perweek~10
Source:ROIResearch,Inc.&Microsoft,MultiCountryMobileAdvertisingResearchStudy,March2011
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22%16%
40%
Ad Seen:
Cross Media ConsumptionMobiles Growing Influence in Everyday Life
In the US, 4 of 10 mobile consumers use to the mobile devices to look foradditional info after seeing a TV ad, compared to about 2 of 10 in the UK and FR
Source:ROIResearch,Inc.&Microsoft,MultiCountryMobileAdvertisingResearchStudy,March2011
Go to Mobile for more Info
TV
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46%24%
57%
Cross Media ConsumptionMobiles Growing Influence in Everyday Life
In the US, 6 of 10 mobile Internet users go to a PC to look for additional info afterseeing a mobile ad, compared to 5 of 10 in the UK and 2 of 10 in FR
Source:ROIResearch,Inc.&Microsoft,MultiCountryMobileAdvertisingResearchStudy,March2011
Ad Seen: Go to PC for more Info
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=
Mobile Operating Systems (OS) do not impact mobile consumer behavior acrossthree markets the US, the UK and France
We observed NO statically significant behavioral difference across mobile OS,including iOS, Android, BlackBerry, Windows Phone / Windows Mobile
Browse use is consistently higher than apps across all four mobile operatingsystems studied
Effect of Mobile Operating Systems (OS)
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
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Multi-Country ResearchPurchase Process
11
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69%US
61%
Mobile Search Engine UsageMobile used in reading
customer reviews/ratingsMobile used in looking for
sales/coupons
62%
UK
FR
Mobile Used in Purchase ProcessPre-Purchase Stage #1
Source:ROIResearch,Inc.&Microsoft,MultiCountryMobileAdvertisingResearchStudy,March2011
52%US
45%
49%UK
FR
53%US
41%
49%UK
FR
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Mobile used to purchaseproducts
40%
FR
34%
39%US
UK
Mobile Used in Purchase ProcessPurchase Stage #2
Source:ROIResearch,Inc.&Microsoft,MultiCountryMobileAdvertisingResearchStudy,March2011
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69%US
61%
Mobile used to check orderstatus
Mobile used to share productinfo with others
62%
UK
FR
52%US
45%49%
UK
FR
+ +
Mobile Used in Purchase ProcessPost-Purchase Stage #3
Source:ROIResearch,Inc.&Microsoft,MultiCountryMobileAdvertisingResearchStudy,March2011
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Multi-Country ResearchInsights by Industry Vertical
15
Apparel
Automotive
Banking / Financial Services
Consumer Electronics
Consumer Packaged Goods / FMCG
Entertainment
Note: Other industry sectors covered in this study include Insurance (UK and FR), Luxury Items (UKand FR), Telecommunications (US) and Travel (US)
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Apparel Industry
16
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Apparel Industry: Mobile Ad Recall
Among mobile users, the highest adrecall is from mobile browse, followedby mobile apps, then mobile search
The only exception is the US, wheremobile apps ad recall is higher thanboth mobile browse and mobile search
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
49%
33%
46%
Mobile users who recall a mobile apparel ad
AppsSearchBrowse
37%
25%
44%
36%
31%
39%
Mobile Ad Recall Across Browse, Search and Apps
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Apparel Industry: Driving In Store Traffic
Mobile users in the FR (83%) arethe most interested in visiting anoffline store after being exposed toan apparel ad on their mobiledevices
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
Mobile users who went to a an offlinestore after seeing an apparel ad on theirmobile devices 83%
78%72%
WenttoOfflineStore
FR
UKUS
Mobile Ad Effect on Offline Visits
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Apparel Industry: Mobile Shopping
Mobile users in the US (41%) arethe most enthusiastic aboutshopping at retail stores that offerretail apparel related digitalcoupons
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
Mobile users who are very likely to shopat apparel stores that offer digitalcoupons 41%
39%32%
ShopatStorewithCoupons
FR
UK
US
Interest in Shopping at Stores that Offer Digital Coupons
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Apparel Industry: Post-Click Offline Purchase
Among mobile users who have clickedon an apparel ad, the largest influencedriving offline apparel purchases ismobile browse, followed by mobilesearch, then mobile apps
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
19%
21%
28%
Mobile users who made an offline purchase after clicking on an apparel ad on theirmobile devices
AppsSearchBrowse
12%
16%
21%
16%
23%
29%
Offline Purchase Behavior Across Browse, Search and Apps
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Apparel Industry: Post-Click Mobile Purchase
Among mobile users who have clickedon an apparel ad, the largest influencedriving mobile apparel purchases ismobile browse, followed by mobilesearch, then mobile apps
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
17%
21%
28%
Mobile users who made a mobile purchase after clicking on an apparel ad on theirmobile devices
AppsSearchBrowse
13%
15%
21%
13%
19%
29%
Mobile Purchase Behavior Across Browse, Search and Apps
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Apparel Industry: Post-Click Online Purchase
Among mobile users who have clickedon an apparel ad, the largest influencedriving online apparel purchases ismobile browse, followed by mobilesearch, then mobile apps
20%
26%
28%
Mobile users who made an online purchase after clicking on an apparel ad on theirmobile devices
AppsSearchBrowse
9%
15%
26%
12%
28%
33%
Online Purchase Behavior Across Browse, Search and Apps
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
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Automotive Industry
23
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Automotive Industry: Mobile Ad Recall
Among mobile users, the highest adrecall is from mobile browse, followedby mobile search, then mobile apps
The only exception was in FR in whichmobile apps (40%) had a higher recallthan mobile search
Mobile users in FR and the US had thehighest mobile browse ad recall (50%)
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
25%
33%
50%
Mobile users who recall a mobile auto ad
AppsSearchBrowse
24%
25%
29%
40%
31%
50%
Mobile Ad Recall Across Browse, Search and Apps
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Automotive Industry: Driving In Store Traffic
Mobile users in FR (81%) are themost interested in visiting autodealers/offline stores after beingexposed to an auto ad on theirmobile device
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
Mobile users who went to an autodealership/offline store after seeing anauto ad on their mobile devices 81%
78%77%
WenttoAutoDealer/OfflineStore
FR
UKUS
Mobile Ad Effect on Offline Visits
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Auto Industry: Post-Click Offline PurchaseMobile Ad Effect on Offline Purchase
Among mobile users who have clickedon an auto ad, the largest influencedriving offline auto related purchases isfrom mobile browse, followed bymobile search, then mobile apps
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
13%
22%
25%
Mobile users who made an offline auto related purchase after clicking on an auto adon their mobile devices
AppsSearchBrowse
16%
9%
20%
12%
27%
25%
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Auto Industry: Post-Click Mobile PurchaseMobile Ad Effect on Mobile Purchase
Among mobile users who have clickedon an auto ad, the largest influencedriving mobile auto related purchases ismobile browse in the US and the UKand mobile search in FR
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
13%
22%
25%
Mobile users who made a mobile auto related purchase after clicking on an auto adon their mobile devices
AppsSearchBrowse
16%
9%
20%
12%
27%
25%
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Auto Industry: Post-Click Online PurchaseMobile Ad Effect on Online Purchase
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
Among mobile users who have clicked
on an auto ad, the largest influencedriving online auto related purchases isfrom mobile browse, followed bymobile search, then mobile apps
The only exception is FR (27%) wheremobile search has the largest influence
14%
21%
24%
Mobile users who made an online auto related purchase after clicking on an auto adon their mobile devices
AppsSearchBrowse
11%
20%
23%
14%
27%
24%
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Banking Industry/Financial Services
29
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Among mobile users, the highestbanking/financial services ad recall isfrom mobile browse, followed bymobile search, then mobile apps
The only exception is FR (33%) wheremobile browse and mobile search arethe same
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
34%
36%
50%
Mobile users who recall a mobile banking/financial services ad
AppsSearchBrowse
21%
36%
40%
23%
33%
33%
Mobile Ad Recall Across Browse, Search and Apps
Banking/Fin. Services Industry: Ad Recall
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Mobile Ad Effect on Offline Purchase
Among mobile users who have clickedon a banking/fin. serv. ad, the largestinfluence driving offline banking/fin.serv. related purchases is from mobile
browse, followed by mobile search, thenmobile apps in the UK
The exceptions are in the US wheremobile browse and mobile apps are thesame. In FR, mobile search has the
largest influence
15%
14%
15%
Mobile users who made an offline banking / financial services related purchase afterclicking on a banking / financial services ad on their mobile devices
AppsSearchBrowse
6%
13%
26%
12%
27%
25%
Banking/Fin. Services Industry: Offline Purchase
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
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Banking/Fin. Services Industry: Mobile PurchaseMobile Ad Effect on Mobile Purchase
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
Among mobile users who have clicked
on a banking/fin. serv. ad, the largestinfluence driving mobile banking/fin.serv. related purchases is mobile
browse, followed by mobile search, thenmobile apps
13%
14%
20%
Mobile users who made a mobile banking / financial services related purchase afterclicking on a banking / financial services ad on their mobile devices
AppsSearchBrowse
8%
15%
23%
9%
16%
25%
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Mobile Ad Effect on Online Purchase
Among mobile users who have clickedon an auto ad, the largest influencedriving online auto related purchases isfrom mobile browse, followed by
mobile search, then mobile apps in UK
The only exception is the US (21%)where mobile search has the largestinfluence and in FR where mobilebrowse and mobile search are the same
14%
21%
18%
Mobile users who made an online auto related purchase after clicking on an auto adon their mobile devices
AppsSearchBrowse
9%
15%
24%
14%
21%
21%
Banking/Fin. Services Industry: Online Purchase
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
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Consumer Electronics Industry
34
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Consumer Electronics Industry: Ad Recall
Among mobile users, the highest adrecall is from mobile browse, followedby mobile apps, then mobile search
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
31%
37%
52%
Mobile users who recall a mobile electronics ad
AppsSearchBrowse
29%
33%
42%
23%
31%
46%
Mobile Ad Recall Across Browse, Search and Apps
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Consum. Electronics Industry: In Store Traffic
Mobile users in FR (70%) and theUS (69%) are the most interested invisiting offline stores after beingexposed to an electronics ad ontheir mobile device
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
Mobile users who went to a an offlinestore after seeing a consumer electronicsad on their mobile devices 70%
69%
61%
WenttoOfflineStore
FR
UKUS
Mobile Ad Effect on Offline Visits
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Consum. Electronics Industry: Mobile Shopping
Mobile users in the US (41%) arethe most enthusiastic aboutshopping at retail stores that offerconsumer electronic related digitalcoupons
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
Mobile users who are very likely to shopat stores that offer electronics digitalcoupons 41%
37%
32%
ShopatStorewithCoupons
FR
UK
US
Interest in Shopping at Stores that Offer Digital Coupons
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Cons. Electronics Industry: Offline Purchase
Among mobile users who have clickedon an electronics ad, the largestinfluence driving offline electronicspurchases is mobile search, followed by
mobile browse, then mobile apps
The only exception is the US wheremobile browse has a larger influencethan mobile search
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
16%
18%
23%
Mobile users who made an offline purchase after clicking on an electronics ad ontheir mobile devices
AppsSearchBrowse
13%
20%
17%
13%
26%
18%
Offline Purchase Behavior Across Browse, Search and Apps
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Cons. Electronics Industry: Mobile Purchase
Among mobile users who have clickedon an electronics ad, the largestinfluence driving mobile electronicspurchases is mobile search, followed by
mobile browse, then mobile apps
The only exception is US mobile userswhere mobile browse is a slightly largerinfluence
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
14%
18%
21%
Mobile users who made a mobile purchase after clicking on an electronics ad on theirmobile devices
AppsSearchBrowse
6%
20%
17%
9%
25%
18%
Mobile Purchase Behavior Across Browse, Search and Apps
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Cons. Electronics Industry: Online Purchase
Among mobile users who have clickedon an electronics ad, the largestinfluence driving online electronicspurchases was mobile search, followed
by mobile browse, then mobile apps inFR
The exceptions are in the US wheremobile browse has a larger influencethan mobile search and in the UK,
mobile search and mobile browse havethe same influence
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
11%
24%
25%
Mobile users who made an online purchase after clicking on an electronics ad ontheir mobile devices
AppsSearchBrowse
8%
18%
18%
10%
28%
16%
Online Purchase Behavior Across Browse, Search and Apps
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Consumer Packaged Goods (CPG)Industry
41
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CPG Industry: Mobile Ad Recall
Among mobile users, the highest adrecall is from mobile browse, followedby mobile apps, then mobile search
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
31%
43%
53%
Mobile users who recall a mobile CPG ad
AppsSearchBrowse
20%
34%
57%
23%
38%
54%
Mobile Ad Recall Across Browse, Search and Apps
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CPG Industry: Driving In Store Traffic
Mobile users in FR (88%) are themost interested in visiting an offlinestore after being exposed to a CPGad on their mobile device
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
Mobile users who went to a an offlinestore after seeing a CPG ad on theirmobile devices 88%
87%
68%
WenttoOfflineStore
FR
UKUS
Mobile Ad Effect on Offline Visits
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CPG Industry: Mobile Shopping
Mobile users in the US (45%) arethe most enthusiastic aboutshopping at retail stores that offerCPG related digital coupons
In FR and the UK, mobile users hadthe same enthusiasm aboutshopping offline stores that offeredCPG coupons
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
Mobile users who are very likely to shopat stores that offer CPG digital coupons 45%
39%
39%
ShopatStorewithCoupons
FR
UK
US
Interest in Shopping at Stores that Offer Digital Coupons
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CPG Industry: Post-Click Offline Purchase
Among mobile users who have clickedon a CPG ad, the largest influencedriving offline apparel purchases wasmobile search, followed by mobile
browse, then mobile apps in the US andthe UK
The only exception was FR wheremobile browse had a larger influencethan mobile search
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
21%
30%
26%
Mobile users who made an offline purchase after clicking on a CPG ad on theirmobile devices
AppsSearchBrowse
5%
27%
25%
21%
26%
30%
Offline Purchase Behavior Across Browse, Search and Apps
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CPG Industry: Post-Click Mobile Purchase
Among mobile users who have clickedon a CPG ad, the largest influencedriving mobile apparel purchases ismobile browse, followed by mobile
search, then mobile apps
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
17%
27%
28%
Mobile users who made a mobile purchase after clicking on a CPG ad on their mobiledevices
AppsSearchBrowse
14%
16%
18%
10%
28%
34%
Mobile Purchase Behavior Across Browse, Search and Apps
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CPG Industry: Post-Click Online Purchase
Among mobile users who have clickedon a CPG ad, the largest influencedriving online apparel purchases ismobile browse, followed by mobile
search, then mobile apps
The only exception is the US wheremobile apps had a slightly largerinfluence than mobile search
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
19%
18%
35%
Mobile users who made an online purchase after clicking on a CPG ad on their mobiledevices
AppsSearchBrowse
12%
16%
21%
15%
31%
34%
Online Purchase Behavior Across Browse, Search and Apps
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Entertainment Industry
48
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Entertainment Industry: Mobile Ad Recall
Among mobile users, the highest adrecall is from mobile browse, followedby mobile apps, then mobile search
The only exception is the US wheremobile search and mobile apps havethe same ad recall
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
36%
36%
46%
Mobile users who recall a mobile entertainment ad
AppsSearchBrowse
33%
39%
45%
23%
26%
48%
Mobile Ad Recall Across Browse, Search and Apps
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Entertainment Industry: Driving In Store Traffic
Mobile users in FR (64%) are themost interested in visiting offlinestores after being exposed to anentertainment ad on their mobiledevice
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
Mobile users who went to an offline storeafter seeing an entertainment ad on theirmobile devices 64%
60%
50%
WenttoOfflineStore
FR
UKUS
Mobile Ad Effect on Offline Visits
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Entertainment Industry: Mobile Shopping
Mobile users in the US (45%) arethe most enthusiastic aboutshopping at retail stores that offerconsumer electronic related digitalcoupons.
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
Mobile users who are very likely to shopat stores that offer entertainment digitalcoupons 45%
43%
37%
ShopatStorewithCoupons
FR
UK
US
Interest in Shopping at Stores that Offer Digital Coupons
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Entertainment Industry: Offline Purchase
Among mobile users who have clickedon an entertainment ad, the largestinfluence driving offline entertainmentpurchases are mobile search and mobile
browse for both the US and the UK
The only exception is FR where mobilesearch has a larger influence thanmobile browse
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
14%
20%
20%
Mobile users who made an offline purchase after clicking on an entertainment ad ontheir mobile devices
AppsSearchBrowse
13%
17%
17%
11%
20%
14%
Offline Purchase Behavior Across Browse, Search and Apps
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Entertainment Industry: Mobile Purchase
Among mobile users who have clickedon an entertainment ad, the largestinfluence driving mobile entertainmentpurchases is mobile browse in the UK
and mobile search in FR
The only exception is the US wheremobile search and mobile apps havethe largest influence
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
18%
18%
15%
Mobile users who made a mobile purchase after clicking on an entertainment ad ontheir mobile devices
AppsSearchBrowse
12%
12%
22%
11%
25%
11%
Mobile Purchase Behavior Across Browse, Search and Apps
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Entertainment Industry: Online Purchase
Among mobile users who have clickedon an entertainment ad, the largestinfluence driving online entertainmentpurchases is mobile search, followed by
mobile browse, then mobile apps
The exception is the UK where mobilebrowse had a larger influence thanmobile search
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
14%
22%
18%
Mobile users who made an online purchase after clicking on an entertainment ad ontheir mobile devices
AppsSearchBrowse
9%
15%
22%
9%
21%
17%
Online Purchase Behavior Across Browse, Search and Apps
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Multi-Country ResearchEffect of Mobile Advertising
55
ff f bil d i i
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Effect of Mobile Advertising
Source:ROIResearch,Inc.&Microsoft,MultiCountryMobileAdvertisingResearchStudy,March2011
Mobile Browse Ad Recall
Automotive
Banking/Fin. Serv.
Electronics Entertainment
Apparel
CPG / FMCG
FR
UK
US 46%
44%
39% FR
UK
US 50%
40%
30%
FR
UKUS 51%
57%
67% FR
UKUS 53%
57%
54%
FR
UK
US 52%
42%
46% FR
UK
US 46%
45%
48%
Eff f M bil Ad i i
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Effect of Mobile Advertising
Source:ROIResearch,Inc.&Microsoft,MultiCountryMobileAdvertisingResearchStudy,March2011
Visited an Offline Store
Automotive
Banking/Fin. Serv.
Electronics Entertainment
Apparel
CPG / FMCG
FR
UK
US 78%
72%
83% FR
UK
US 65%
64%
71%
FR
UKUS 51%
57%
67% FR
UKUS 87%
68%
88%
FR
UK
US 69%
61%70% FR
UK
US 62%
50%
64%
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Multi-Country ResearchMobile Usage
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Mobile Consumer BehaviorMobile Search is the Most Popular Activity Across Markets
94%93%
93%
MobileSearch
FR
UK
US
9 of
10In US, mobile searchactivity increased by13% from 2009 to
2010
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
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9 of
10
nearlyWeather Maps
94%90%
90%
FRUK
US
Mobile Consumer BehaviorIn the Utility Category, Email, Weather, and Maps Usage is 90% AcrossMarkets
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
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8 of
10
nearly
Gaming Social
Music
Mobile Consumer BehaviorIn the Entertainment Category, Gaming, Social Networking and MusicUsage is Nearly 80% Across Markets
81%78%
77%
SocialNetworking
FR
UKUS
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
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Multi-Country ResearchApps vs. Browse Usage
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Mobile Consumer Behavior
In the UK, mobile search browse is5 times more popular than mobilesearch apps
In the UK, mobile search browse is3 times more popular than mobile
search apps
In the US, mobile search browse is95% more popular than mobilesearch apps
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
Mobile Search Browse is Preferred overApp 5xmore
3xmore
95%
MobileSearchUseofbrowsecomparedtoapps
Mobile Search Usage Varies Between Browse vs. Apps
UK
FRUS
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Mobile Consumer Behavior
In the UK, mobile gaming apps are3 times more popular than mobilebrowse
In the UK, mobile gaming apps are2 times more popular than mobilebrowse
In the US, mobile gaming apps are65% times more popular thanmobile browse
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
Mobile Gaming Apps are Preferred overBrowse 3xmore
2xmore65%more
MobileGamesUseofappscomparedtobrowse
Mobile Games Usage Varies Between Browse vs. Apps
US
FR
UK
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Multi-Country ResearchAppendix
65
Research Methodology
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The objective of the 2011 Multi-Country Mobile Advertising Research Study is to understandthe role mobile plays in consumers daily lives, within specific industry vertical product categories
and across mobile browse, apps, mobile OS, and device types across the US, the UK and France.
The key components of the quantitative research study led by ROI Research were:
Respondents must have accessed the mobile Internet once a week and have made an onlinepurchase in the past six months
A total of 2,004 respondents participated in a 15 minute online survey.
Each country had 8 industry sectors covered
There were four categories of device types used in the study (iPhone, BlackBerry, OtherSmartphones and Feature Phones)
The study covered a total of 11 different industry verticals eight in each country.
66
Research Methodology
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
United States United KingdomFrance
Apparel Auto Banking CPG ConsumerElectronics
Entertainment FinancialServices
TravelTelecomLuxuryItems
Insurance
Research Methodology
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Microsoft commissioned ROI Research and Essential Research to conduct the research inNovember 2010 in the United States (US), the United Kingdom (UK) and France (FR). This was the
second year in a row the US study has been completed.
Research Methodology
Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011
Industry VerticalsUS
2010UK
2010
FR
2010
Apparel
Automotive
Banking (Financial Services)
Consumer Electronics
Consumer Packaged Goods / FMCG
Entertainment
Financial Services
Insurance (Financial Services)
Luxury Items
Travel
Total Verticals
Additional Resources
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Keep in mind, this content represents on a fraction of thevaluable 2011 Mobile Advertising Consumer InsightsResearch findings conducted by ROI Research, Inc.
If you would like to see a specific cut of the 2011 MobileAdvertising Consumer Insights Research, please reach outto your sales and support contact here.
To stay up-to-date on the latest Mobile Advertising Multi-Country Consumer Trends and Industry Vertical Insights,please visit:
https://advertising.microsoft.com/mobile-advertising-white-papers.
Additional Resources
https://advertising.microsoft.com/contact-saleshttps://advertising.microsoft.com/mobile-advertising-white-papershttps://advertising.microsoft.com/mobile-advertising-white-papershttps://advertising.microsoft.com/mobile-advertising-white-papershttps://advertising.microsoft.com/mobile-advertising-white-papershttps://advertising.microsoft.com/mobile-advertising-white-papershttps://advertising.microsoft.com/mobile-advertising-white-papershttps://advertising.microsoft.com/mobile-advertising-white-papershttps://advertising.microsoft.com/mobile-advertising-white-papershttps://advertising.microsoft.com/mobile-advertising-white-papershttps://advertising.microsoft.com/contact-sales