CONSUMER)ADOPTION)OF)CONNECTED)DEVICES)AND)IMPACT)ON)MEDIA)PLANNING)INDIA:&SEP&2012&

Se4ng)the)Context)

Mobile)devices)are)the)#1)channel)for)media)

▪  !The!average!mobile!web!user!in!India!consumes!5"hours"of"media!daily.!

▪  Mobile!devices!represent!33%!of!this!;me.!

Rapidly)growing)mobile)internet)usage)surpassed)more)highly)moneLzed)desktop)Internet)usage)in)May’2012,)in)India)

Growth)in)technology)adopLon)

▪  One!tablet!generates!as"many"website"visits"as"four"smartphones."

▪  By!the!end!of!Q1!2012!smartphones!accounted!for!6.1%"of"site"visits"compared"to"4.3%"on"tablet."

Ref:!Adobe's!Digital!Index!Report!

Device!Shipments!2009J2011!

Website!Visits!Q1!2012!

54.24%"of"Indian"Desktop"Users""&"56.3%"Smartphone"users""

are"likely"to"Purchase"a"Tablet"in"next"6"Months!"

Background)

In!early!2012!InMobi,!the!largest!independent!mobile!ad!network,!partnered!with!Mobext,!the!mobile!marke;ng!network!of!Havas!Digital,!to!conduct!a!study!to!bePer!understand!how!consumers!are!using!mobile!connected!devices!and!

how!they!fit!into!the!decisionJmaking!process.!

Research)ObjecLves)

!  To!conduct!the!first"global"on"device"study"of!consumer!use!of!tablets,!smartphones!and!laptops!

!  To!understand"the"difference"in"usage"and"behaviour"across!the!3!devices!

!  To!iden;fy!the!role"that""connected""devices"play"in"the"path"to"purchase"

Research)Methodology)

▪  OnJdevice!survey!distributed!via!InMobi's!global!mobile!ad!network!

▪  Currently!9,400!responses!across!7!markets!▪  Indian"Respondents":"2820"

▪  Full!range!of!smartphones!and!tablets!across!all!major!mobile!OS!plaXorms.!

Findings/Results)

This!is!a!!!Love"Story

96%"of!the!respondent!regularly"use"

their"smartphone"

49%"of!the!respondent!will"spend"more"in"the"future"on"Laptops"

36%"would!not"want"to"be"

separated"from"their"tablet"

Overall)daily)Lme)spent)on)digital)devices)

176.3 Minutes

247.6 Minutes

136.3 Minutes

An"average"Indian"spends"more"

Sme"on"his"Smartphone"than"a"Desktop"or"a"Laptop"

Average"Sme"spent"by"an"Indian"on"all"devices"

Smartphones)&)Tablets)used)for)a)wide)variety)of)acLviLes)

Average!number!of!ac;vi;es!different!devices!are!used!for!

!2.6"

Communicated!with!a!friend! Banking!

Communicated!for!business!purposes! Finding!out!informa;on!

Shopping! Entertainment!

!3.2"!2.9"

Smartphones)&)Tablets)used)for)a)wide)variety)of)acLviLes)

Desktops!&!Tablets!are!used!in!equal!measure!for!both!funcSonal"and"entertainment"whereas!Smartphones!used!as!Entertainment"and"communicaSon"device!!

Print)readership)&)Physical)Shopping)migrates)to)the)Connected)devices)

27.4)

20.0)25.2)

34.5)27.7)

5.2)

16.4)

21.9)

18.3)18.8)

24.1)

21.1)

16.3)

17.8)

30.5)

21.5)

27.5)

30.5)

29.5)

29.5)20.5)

0)

10)

20)

30)

40)

50)

60)

70)

80)

90)

100)

Watched"TV" Read"a"newspaper"(in"

print)"

Read"a"magazine"(in"print)"

Listened"to"the"radio"(on"a"radio"

set)"

Read"a"book"(in"print)"

Accessed"the"internet"via"a"

laptop"/"desktop"

Gone"shopping"in"a"physical"

store"

AcSviSes"people"do"less"a\er"buying"a"Laptop,"Smartphone"or"a"tablet"

Media)Content)consumpLon)through)connected)devices)

!J!!!!

!50.00!!

!100.00!!

!150.00!!

!200.00!!

Several!;mes!a!day!

Once!a!day! Several!;mes!a!week!

1!hour!–!2!hours!

Less!than!one!week!

Frequency"of"accessing"media"content"from"connected"devices"

An"average"Indian"access"Media"

content"More"from"Tablets"than"a"Smartphone"or"a"Desktop"

Over)50%)in)India)spend)at)least)an)hour)a)day)accessing)media)content)on)their)tablets)

Less"than"5"min"7%"

5"min"–"30"min"31%"

30"min"–"1"hour"28%"

1"hour"–"2"hours"17%"

More"than"2"hours"15%"

None"2%"

66%"of"the"Tablet"user"States"“It"is"easier"to"access"content"on"a"tablet"than"Smartphone"or"Laptop"

Use)of)Connected)Devices)during)the)day!)

0"

10"

20"

30"

40"

50"

60"

6AMd8:59AM" 9AMd11:59AM"12PMd2:59PM" 3PMd5:59PM" 6PMd8:59PM" 9PMd11:59PM"12AMd2:59AM" 3AMd5:59AM"

During!a!Typical!Day,!at!What!Times!Do!Users!Usually!Use!their!device?!

Use)of)Connected)Devices)during)the)day!)

Tablet!use!peaks!between!6pm!and!midnight!–!and!is!mainly!used!at!home!!!Whereas!Smartphone!&!Laptop!usage!is!constant!from!9AM!to!11PM!

Dual)screening)in)India)

36%

34%

41%

-  In!India!the"tablet"is"the"preferred"device"to"use"whilst"watching"TV!and!on!average!40%!of!the!tablet!owners!use!their!tablets!whilst!watching!TV"

Shopping)in)India)is)now)more)likely)to)take)place)on)Tablets)

34%

11%

32%

ImplicaLons)

ImplicaLon)for)Media)Planners)1)

▪  Op0mize&campaigns&by&strategically&choosing&the&channels&that&most&align&with&their&campaign&goals.&

▪  &Whether&this&is&building&awareness,&

▪  &Communica0ng&more&detailed&informa0on&or&&

▪  &Delivering&on&performance&goals.&&

▪  Mobile&connected&devices&must&not&be&seen&as&providing&just&another&digital&channel&for&consumers.&

▪  Planners&can&take&advantage&of&their&unique&roles&in&the&consumer&decision-&making&process.&

▪  &To&create&a&holis0c&adver0sing&strategy&with&mul0ple&integrated&channels,&each&contribu0ng&specialized&capabili0es.&

▪  &An&complemen0ng&other&media&to&deliver&increased&response&and&engagement&levels.&&

ImplicaLons)for)Planners)a2)

▪  Planners&should&seek&opportuni0es&to&measure&the&connected&device&path&to&purchase&and&use&this&for&device&aOribu0on&weigh0ng.&&

▪  These&devices&also&provide&the&opportunity&for&planners&to&use&loca0on&data&to&develop&contextually&aware&campaigns&over&0me.&&

▪  And&while&tablets&are&mostly&used&at&home,&larger&screen&sizes,&apps,&and&unique&features&such&as&accelerometers&provide&far&richer&and&more&innova0ve&engagement&experiences;&be&sure&to&exploit&this.&&

▪  The&larger&size&of&tablets&tends&to&encourage&more&sharing&within&the&family,&while&small&form&devices&such&as&smartphones&lend&themselves&to&more&personal&usage.&&

▪  This&has&implica0ons&for&adver0sers.&Adver0sing&big-0cket&items&such&as&cars&and&holidays&are&usually&joint&decisions;&tablets&can&be&a&great&way&to&reach&mul0ple&decision&makers&in&a&household&through&ads&and&social&media.&&

▪  Shared&usage&behavior&may&change&as&tablet&prices&fall,&but&for&now&tablets&deliver&an&avenue&to&the&shared&decision&making&process.&&

ImplicaLon)for)Planners)a3)

▪  Dual&Screening&has&a&huge&impact&in&genera0ng&insight&

▪  Planners&can&amplify&offline&with&tablets&for&dual&screening,&or&smartphones&for&print.&

▪  &According&to&Nielsen,&dual&screened&display&really&works&to&amplify&brand&awareness.&&They&mark&tablets&and&TV&in&concert&as&1.7&0mes&more&effec0ve&at&driving&brand&recall&than&TV&adver0sing&alone.&&

▪  Challenge&planning&and&buying&communi0es&to&collaborate&together&and&sync&their&spot&and&content&placements,&including&TV,&digital,&and&mobile,&to&capitalize&on&the&dual&screen&targe0ng&opportunity&-&and&see&campaign&effec0veness&metrics&drama0cally&improve.&&

)ImplicaLons)on)the)Purchase)Funnel.)

▪  Awareness&|&Reach&consumers&on&smartphones&and&tablets,&as&they&browse&throughout&the&day&and&find&new&products&&

▪  Research&|&smartphones&are&used&for&finding&more&informa0on&and&engaging&in&dialogue&with&a&brand.&Use&this&channel&to&provide&more&detailed&product&informa0on&and&communicate&brand&messaging&&

▪  Shop&|&smartphones&are&used&to&consult&with&peers,&plan&purchases,&and&make&decisions;&engage&consumers&here&to&be&part&of&the&decision&making&process&&

▪  Buy&|&tablets&and&personal&computers&are&the&preferred&devices&for&actually&making&purchases.&Target&tablet&users&in&the&evening,&when&usage&is&highest&and&high&value&lean-back&browsing&occurs&&

Conclusion)

▪  We’ve&approached&the&point&where&the&new&retail&impera0ve&demands&that&brands&have&a&mobile&commerce&feature&enabled&for&customers&using&connected&devices.&

▪  &These&customers,&we&can&demonstrate,&are&not&simply&on-the-go&and&searching&for&their&favorite&brands&on&their&devices.&&

▪  They&are&also&doing&this&at&home.&We&know&that&people&love&to&browse&and&increasingly&shop&through&their&tablets.&The&tablet&should&therefore&be&perceived&as&an&extension&of&your&high-street&and&online&shop&windows,&and&be&ready&for&trade.&&

▪  Mobile&display&media,&paid&and&organic&mobile&search,&and&of&course&above&the&line&TV&prompts&in&the&home&will&all&bring&expectant&customers&to&your&shop&door.&

▪  &Your&client’s&customers&are&already&searching&for&their&favorite&retail&brands&on&smartphones&and&tablets&-&just&look&into&the&available&web&analy0cs&-&are&your&clients&ready?&&

THANK)YOU!))Arnav)Neel)Ghosh)Mobext)India)

arnav.ghosh@mobext.mobi&