mobile marketer app usage the weather channel

a Mobile Marketer webinar January 27, 20111


Moderator:

Dan Butcher, Mobile Marketer

Panelists:

Paul Borgese,

Director of Research & Insights, The Weather Channel

Sheila Buckley

SVP Sales, The Weather Channel Digital and Mobile

Kathryn Koegel

Chief of Insights, Primary Impact

2


“Like having life in your pocket.”

Steve Jobs

at the introduction of the iPhone

January 9, 2007

“2010 will be a watershed year in the

ascension of mobile devices as strategic

platforms for commercial and enterprise

developers as over 1 billion access the

Internet, iPhone apps triple, Android apps

quintuple, and Apple's „iPad‟ arrives.“

IDC

December 3, 2009

“10 billion apps downloaded.”Apple

January 22, 2011

3


Source: Pew, September „10 extrapolated to total cell phone population figures from Nielsen

All adults

82% use cell phones

35% have apps

24% use apps


• Higher on chart = more female

• Further to right = older

• Size of bubbles = # of users

comScore MobiLens, Three month average ending September 2010

Country: US, N=32,044

Mobile Media

Browser

App

Email

Unlimited Data Plan

Social Networking

Played GamesListened to Music

Made Own RingtoneRingback

Purchased Ringtone

Purchased Game

35%

40%

45%

50%

55%

60%

25 26 27 28 29 30 31 32 33 34 35

% F

em

ale

Median Age

Demographics of Mobile Media Activities


MORE AFFLUENT MORE URBAN, EDUCATED,

PROFESSIONAL

ENGAGED WITH CONTENTYOUNG AND MOBILE


Among the top 5

most

downloaded

apps on

platforms,

including the

iPad

–

1/6 of all iPads

have The

Weather

Channel app


0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

Apr May Jun Jul Aug Sep Oct Nov Dec

Pag

e V

iew

s

UV

& C

um

ula

tive D

ow

nlo

ad

s

iPad Weather Channel Usage 2010 Growth

iPad App UV iPad App Downloads iPad App PVs iPad Device PV on weather.com

Source: TWC Omniture full year stats


4.7%

4.7%

4.9%

5.6%

5.6%

7.1%

8.1%

8.1%

8.1%

8.2%

8.5%

8.9%

9.2%

10.1%

12.2%

13.8%

17.1%

20.0%

23.8%

25.8%

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

Television Guides

General Reference

Gaming Information

Business Directories

Tech News

Stock Quotes or …

Photo or Video …

Bank Accounts

Entertainment News

Traffic Reports

Movie Information

Restaurant …

Work Email

Sports Information

News

Search

Personal Email

Social Networking

Maps

Weather

Top Genres for Mobile Application Usage

Source: comScore: Three month average ending September 2010

Country: US, N=32,044

Location Based ServicesEmailOther


• A download is an important expression of consumer interest

• Downloads do NOT equate to usage: people have apps on their

phones they do not use.

• 75% of apps are deleted within 90 days of the download (Flurry 7/10)

• 35% active user base is good according to app developers

• Marketers need to look at actual monthly usage figures in order to

calculate potential reach of an audience for a campaign

• Where can you get these figures?:

• Analytics sources like Omniture, Webtrends and Flurry: ask the App!

• comScore and Nielsen release monthly reports on app usage from their panels –

and can tell you demography as well

10


1. What makes an app become part of someone‟s regular media

habit?

2. How do consumers value the various types of apps they have

downloaded?

3. What is the difference between a Weather app user and users of

other apps?

4. What does connection to an app mean to an advertiser?

11


SURVEY METHODOLOGY

2,886recruited on

weather.com

894 have

actually

downloaded or

used apps on

their phone

1,146 have

phones that are

capable of

downloading

apps

509 have

downloaded

The Weather

Channel App on

their mobile phone

http://www.google.com/imgres?imgurl=http://www.lostremote.com/wp-content/uploads/2008/05/weatherchannel_logo.jpg&imgrefurl=http://www.lostremote.com/2008/05/30/nbcu-wins-bid-for-weather-channel/&usg=__g-eCMesPcX5j_Jxq-O68rgeqXSA=&h=142&w=150&sz=9&hl=en&start=18&zoom=1&itbs=1&tbnid=Raclhzpiapwx3M:&tbnh=91&tbnw=96&prev=/images?q=the+weather+channel+logo&hl=en&gbv=2&tbs=isch:1


Blackberry24%

iPhone37%

Android21%

Other18%Blackberry

26%

iPhone30%

Android19%

Other25%

N= 509 TWC Mobile App Users

N= 894 All App Users

Q. Indicate which of the following you own:

TYPE OF PHONE OWNED

Apple is dominant for usage but BlackBerry and Android also rank

All App Users TWC Mobile App Users


21%

23%26%

19%

12%

22%22%

26%

17%

13%

Less than 6 months

6 months to 1 year

1-2 years 2-3 years 3 years plus

TWC Mobile App users

All App Users

Q. How long have you had a phone that could download Apps?

45% HAVE HAD A PHONE THAT

DOWNLOADS APPS FOR LESS THAN A YEAR

Dynamic nature of the market

More than 1 yearLess than 1 year




81%

65%61%

54%

42%

36% 36% 35%

22%

63%

56%52%

46%

38%

29%34% 33%

19%

Weather Search Maps News Social

Networking

Sports Games Entertainment Banking

TWC Mobile

App Users

All App Users

Q. How often do you use the following apps? Check all that apply.



APPS RANKED BY FREQUENCY OF USAGE

Frequently/Very

Often

Weather is more frequently used than search or maps by all app users


82%

65% 64%

54%

43%

36% 36% 33%

25%

78%

53%

67%

54%

24%

53%

33%

40%

18%

Weather Maps Search News Sports Social Networking

Entertainment Games Banking

Male Female


N= 509 TWC Mobile App Users: 324 Males, 185 Females

FREQUENT USAGE AMONG MEN AND

WOMEN

Frequently/Very

Often

• Social networking and games more frequently used by women than men

• Sports, banking and maps skew more male


81%

63% 62%58%

45%

36% 33%28%

11%

Weather Search News Maps Sports Social Networking

Entertainment Games Banking

TWC Mobile App Users Professionals


N= 141 TWC Mobile App Users are Professionals (Occupation: Executive/Managerial/Professional)

FREQUENT USAGE AMONG

PROFESSIONALS

Frequently/Very

Often

Professionals more likely to access news than other demos; weather

still ranks highest


82%

66% 66%62%

51% 49%44%

35%

25%

Weather Search Social Networking

Maps News Games Entertainment Sports Banking

TWC Mobile App Users 18-34 yr olds


N= 270 TWC Mobile App Users age 18-34

FREQUENT USAGE AMONG 18-34 YR OLDS

Frequently/Very

Often

Social networking and games more important than for other demos;

weather ranks highest for usage


Q. How often do you use The Weather Channel app?

HOW FREQUENT IS FREQUENT?

N= 509

57% use TWC Mobile app at least once a day

How often do you use TWC app?

More than once a day

33%

Once a day24%

Every few days25%

Once a week7%

Less than once a week

10%

57%

+66%

18 - 34


79%

67%

55% 53% 53%

39% 36%

28%

When a major weather event is happening

In the evening to determine

next day weather

Before leaving on holiday

travel

On Fridays to determine

weekend weather

Before work to determine

clothing choices

On Sundays to determine

weekday weather

Before leaving on business

travel

Before you go home

from work

Q. What occasions typically influence your desire to use The Weather

Channel app? Check all that apply.

N= 509

16% not included on chart answered “other”

WHY DO YOU USE?

Checking major weather, next day weather and before holiday travel are the top

occasions that influence the use of The Weather Channel app


80%75%

67%61%

48%45%

33%29%

When a major weather event is happening

In the evening to determine

next day weather

Before work to determine

clothing choices

On Fridays to determine

weekend weather

Before leaving on holiday

travel

On Sundays to determine

weekday weather

Before you go home

from work

Before leaving on business

travel

Q. What occasions typically influence your desire to use The Weather

Channel app? Check all that apply.

N= 270

9% not included on chart answered “other”

THOSE STYLISH 18 – 34 YEAR OLDS…

14 point increase over average weather app user for determining clothing choices

18-34 yr olds


72%75% 73%

66%

74%80%

74%68%

It is more important to me than other apps since it provides

valuable information

I rely on The Weather Channel app to make decisions for commuting,

clothing and travel; other apps tend to be for entertainment

purposes

The Weather Channel apps is among my mose valued apps

I intend to continually use The Weather Channel app more than

other apps I have

All TWC Mobile Apps Users

18-34 year olds

Q. Compared to other apps on your phone, how much do you value The

Weather Channel app?

N= 509 All TWC Mobile Apps Users

N=270 18-34 year olds

VALUE OF THE WEATHER CHANNEL APP

All TWC Mobile App Users vs. 18-34

Year Olds

18-34 year olds +5 points for using the app to make decisions on commuting,

clothing and travel


Q. Apps typically are either paid for by the users or supported by the

revenues from advertising on the apps. Which of the following business

models would you prefer to see The Weather Channel use?

N= 509

PAID OR AD SUPPORTED?

• 59% prefer having ads run to support the app vs. paying a fee

• 37% wouldn’t mind a one time nominal fee

Charge users a one time, nominal

fee for downloading the

app ($1.99 or less)37%

Charge users based on how

often they use the app (those who

use the app most are charged a nominal fee of

$1.99 a month or less)4%

Have ads run to support the app

59%


Continental Airlines targets consumers in New York City DMA

NJ Transit targets consumers in the state of NJ


LL Bean ads targeting ZIP codes

with “Young

Accumulators”

Starbucks ads targeting ZIP codes with

professionals and “Young

Achievers”


300x250 ad on iPad App

Rich Media video interstitial

Opening page featuring “sponsored by Toyota”


• Introducing• Open Rich Media Mobile Advertising SDK

• Initiative created by The Weather Channel Mobile, Crisp Wireless

and TringApps among others

• Create a standard for rich media so that it works regardless of

platform (iPhone, Android, WinMo, Blackberry etc.)

• Lessens the coding necessary on the part of agency creatives and

publishers running it

• For more info or to get involved: www.ormma.org

http://www.ormma.org/

http://www.ormma.org/

http://code.google.com/p/ormma/


3%

6%

2% 2% 3%5%

22%

4% 5%

12%

8%

36%

6% 6%

21%

Aided Awareness Ad Awareness Brand Favorability Consideration Message Association

Online Norms Mobile Norms TWC Mobile Norms

38

Figures represent comparisons in deltas among Insight Express Online Norms as of 6/29/10, Dynamic Logic Norms 4/07-12/09 and TWC Mobile norms 4/07-12/09.


6%

29%

7%8%

36%

6%

22%

61%

24%

Aided Awareness Mobile/iPad Ad Awareness Purchase Intent

Mobile Norms

TWC Mobile Norms

Auto iPad

39

Figures represent comparisons in deltas between Automotive campaign results and Dynamic Logic Mobile Norms Q1/10 (Category: Mobile/Automotive, Baseline

Adjusted, N=13 campaigns). Chart includes TWC Norms from 4/07 – 12/09.


Source: Nielsen, State of the Media Report, Oct 2010

19%

19%

25%

27%

39%

23%

20%

25%

26%

40%

37%

39%

40%

46%

49%

I like to see what ads can do on a connected device

Ads on my connected device are new and interesting

I am more likely to click on ads that are simple text ads

I enjoy ads that have interactive features

I am more likely to look at ads if they have an interesting video

Receptivity to Advertising

Apple iPad Apple iPhone All Connected Device Owners


For a copy of this deck: [email protected]

For Weather research contact:

• Paul Borgese, Director of Research & Insights, The Weather Channel: [email protected]

For mobile research and insights:

• Kathryn Koegel, Chief of Insights, Primary Impact: [email protected]

41

mobile marketer app usage the weather channel

Business

app usage

mobile phone

twc mobile app usersn

mobile marketerpanelists

app users61

app mean

app users46

weather app user