mobile media consumption: a new wave takes shape

Mobile Marketing Association

Crid Yu VP & Managing Director, North America InMobi


MMA Forum | January 29th, 2013

Mobile Media Consumption: A New Wave Takes Shape


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!


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 Ad Spend (in billions)

$-

$5

$10

$15

$20

$25

$30

$35

$40

2012 2013 2014 2015 2016

Global

US

Source: eMarketer


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


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 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


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:



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%



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)?



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 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


Tums


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

mobile media consumption: a new wave takes shape

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