ninthdecimal mobile audience q2 2012 insights report the q2 mobile audience insights report examines

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  • NinthDecimal Mobile Audience Q2 2012 Insights Report

  • NinthDecimal Mobile Audience Insights Report Q2 2012

    Source: NinthDecimal, Q2 2012NinthDecimal.com

    Table of Contents

    Connected Device Trends 2

    Location-Based Behaviors 3-4

    Social Sharing Behaviors 5-7

    Connected Device Adoption 8-9

    Worldwide Location Highlights 10-11

    The Q2 Mobile Audience Insights Report examines location and trends as well as connected device usage and adoption. This quarter we examined three key emerging trends in the location and mobile markets. The first area reviews Wi-Fi usage and device adoption. The second key area reviews device usage by venue and top venues frequented, by gender. The third area examines location-tagging behaviors within social sites and applications. Key highlights include:

    • Wi-Fi usage has increased by 240% over the past year, lead by growth on mobile devices.

    • Parents are more likely to own a tablet than adults without children - over half of on-the-go moms currently own at least 1 tablet.

    • 62% of on-the-go consumers location-tag their social sharing posts and pictures.

    52% of on-the-go moms own a tablet

    Source: NinthDecimal, Q3 2012

    52%

    1

  • NinthDecimal Mobile Audience Insights Report Q2 2012

    Source: NinthDecimal, Q2 2012NinthDecimal.com

    Connected device trends: Wi-Fi usage by device

    Wi-Fi usage has more than doubled year over year, with distribution shifting to mobile devices

    • Wi-Fi usage showed 240% growth between Q2 2011 and Q2 2012. • Distribution skews towards mobile devices: 52% of public Wi-Fi usage now comes from smartphones (35%) and tablets (17%), and 48% of Wi-Fi usage results from laptops. • Tablet ownership, specifically, is highest amongst parents: 52% of women with children and 44% of men with children own tablets, compared with 42% and 40% of men and women without children, respectively.

    Source: NinthDecimal, Q3 2012

    Source: NinthDecimal, Q3 2012

    Laptop

    Smartphone

    Tablet

    75% 75% 76% 83%

    57% 58% 53% 57%

    52% 44% 40% 42%

    With Kids Without Kids

    Which devices do you own?

    Wi-Fi Usage by Device:

    21% 9%

    12%

    17%

    240%

    70%

    26%

    62%

    35%

    48%

    Q2 FY11 Q4 FY11 Q2 FY12

    Laptop Smartphone Tablet

    2

  • NinthDecimal Mobile Audience Insights Report Q2 2012

    Source: NinthDecimal, Q2 2012NinthDecimal.com

    Location-based behaviors: Wi-Fi device usage by venue

    80% of Wi-Fi usage in restaurants occurs on mobile devices

    • 72% and 8% of Wi-Fi usage in restaurants comes from smartphones and tablets respectively, and 20% comes from laptops. After restaurants, cafes and malls are the next most popular venues for mobile devices to access Wi-Fi. • Nearly all (97%) of on-the-go consumers use their laptops to connect to Wi-Fi at universities, with libraries and hotels representing 81% and 54% of laptop Wi-Fi usage, respectively. • Tablets are more likely to be used at hotels (16%) and shopping malls (13%) than the other venues.

    Source: NinthDecimal, Q3 2012

    Smartphone

    Tablet

    Laptop

    Restaurant

    72%

    20%

    8%

    Smartphone

    Tablet

    Laptop

    Library

    81%

    16%

    3% Smartphone

    Tablet

    Laptop

    Hotel

    54%

    30%

    16%

    Smartphone

    Tablet

    Laptop

    Café

    52%

    38%

    10%

    Smartphone

    Tablet

    Laptop

    University

    97%

    2%

    1%

    Smartphone

    Tablet

    Laptop

    Mall

    50%

    37%

    13%

    3

  • NinthDecimal Mobile Audience Insights Report Q2 2012

    Source: NinthDecimal, Q2 2012NinthDecimal.com

    Location-based behavior: Top 10 venues for mobile app usage

    Source: NinthDecimal, Q3 2012

    MALE FEMALE

    HOTELS

    TRAVEL CONSULTANTS

    HOME DEVELOPMENT

    SERVICES

    AUTO REPAIR

    RETAIL- CLOTHING

    JEWELRY

    DENTISTS

    CHILDCARE BEAUTY

    BEAUTY

    REAL ESTATE OFFICES

    REAL ESTATE OFFICES

    RESTAURANTS 2.

    3.

    4.

    5.

    6.

    7.

    8.

    9.

    10.

    1.

    2.

    3.

    4.

    5.

    6.

    7.

    8.

    9.

    10. RESTAURANTS

    1.

    LEGAL SERVICES

    LEGAL SERVICES

    PHYSICIANS

    PHYSICIANS

    FINANCIAL FINANCIAL

    4

    Mobile usage reveals differences in the locations frequented by men and women

    • Men frequent venues like auto repair shops, home development stores, travel consultants and hotels. • Women frequent venues like beauty salons, dentists, childcare services and jewelry stores. • Both men and women visit restaurants, real estate offices, legal offices, physicians and banks at varying degreees of frequency throughout a given month.

  • NinthDecimal Mobile Audience Insights Report Q2 2012

    Source: NinthDecimal, Q2 2012NinthDecimal.com

    Social sharing behaviors: Location-tagging

    62% of on-the-go consumers location-tag their social sharing posts

    • Millennials (ages 34 and under) are the most likely to location-tag their social sharing posts, with 3 out of 4 doing so.

    • Furthermore, more than half of on-the-go consumers between 35 and 54 also location-tag their posts.

    • Parents are more likely to location-tag their posts with 64% doing so, compared to 58% of people without children.

    Do you location-tag your social sharing posts and pictures?

    Source: NinthDecimal, Q3 2012 Source: NinthDecimal, Q3 2012

    62% 38%

    No Yes

  • NinthDecimal Mobile Audience Insights Report Q2 2012

    Source: NinthDecimal, Q2 2012NinthDecimal.com

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    Social sharing behaviors: App usage

    On-the-go consumers are most likely to location-tag on Facebook and Google+

    • 88% of Facebook users and 71% of Google+ users location-tag on a monthly basis or more frequently. • In terms of app usage, 91% use Facebook whether they location-tag or not. Instagram, the youngest of the social media family, shows 51% adoption amongst the on-the-go audience. • If users do location-tag their posts, there are several reasons why: 49% location-tag posts in order to notify family and friends of their location, 31% do so because the application makes it easy to do so, 26% do so to connect with others nearby; 24% of consumers do not know why they location tag.

    If you do location-tag your posts, why?

    Source: NinthDecimal, Q3 2012 Source: NinthDecimal, Q3 2012

    49%

    31% 26% 24%91% 88%

    66% 71%

    61% 68%

    51% 60%

    Total Use % of App users who Location-Tag

    How often do you tag your location in each of the following social applications?

    6

  • NinthDecimal Mobile Audience Insights Report Q2 2012

    Source: NinthDecimal, Q2 2012NinthDecimal.com

    Social sharing behaviors: Profiles of social app location-taggers

    Smartphones are a constant shopping companion for 37% of Instagram users

    • More than one-third of on-the-go Instagram consumers use their smartphone every time they shop in-store. • 63% of Twitter users plan to use their mobile devices more this holiday season than last; 56% of Facebook users plan to shop online, in general, this holiday season. • 56% of Google+ users have children age 22 or under and 46% own a tablet. • In terms of age, two-thirds of Facebook and Twitter users are ages 25-54, 64% of Instagram users are 21-44, and 70% of Google+ users are 35 and older.

    Source: NinthDecimal, Q3 2012

    68% ages 25 - 54

    56% plan to shop online this holiday season

    48% location-tag to notify family and friends

    66% ages 25 - 54

    63% plan to use their mobile devices more this holiday season than last year

    57% respond to ads that are locally-relevant

    64% ages 21 - 44

    37% use their smartphone every time they shop in-store

    19% plan to do holiday shopping on their smartphone

    70% ages 35 and older

    63% male

    56% have kids age 22 or under

    46% own a tablet

    7

  • NinthDecimal Mobile Audience Insights Report Q2 2012

    Source: NinthDecimal, Q2 2012NinthDecimal.com

    Connected device adoption: U.S. Highlights

    In Q2 2012 4G devices become more prevalent in the Top 10 Devices

    • The Epic 4G and Droid Razr 4G enter the Top 10 for the first time to join the Evo 4G. • Other android-based devices, including the Nook and Samsung Galaxy SII, also see marketshare gains of 0.4% and 0.3%, respectively, along with the Kindle fire which increased by 0.3% • Apple devices remain in the top 3 spots, with iPhone losing 3.0% share to the iPad and iPod Touch which increase by 0.9% and 1.8%, respectively.

    Relative stability seen among operating systems

    • RIM OS experiences marginal gains of 0.2% while iOS and Andriod OS see a decrease of 0.7% and 0.2%, respectively.

    Source: NinthDecimal, Q3 20