the people behind the screens -...

1The People Behind the Screens : A Marketer’s Guide to Mobile People

The People Behind the Screens:A Marketer’s Guide to Mobile Audiences


The gist of how people open, click and convert on mobileMarketers are trying to reach people. That means reaching people on mobile. We live in a “mobile-first” world, in which email has evolved into one of the most popular and most measurable mobile environments, creating a unique source for audience data. But data isn’t people. Data is data.

Men

News Arts & Entertainment

Arts & Entertainment

Arts & Entertainment

News Men Women Women Men Women

Behavior

Peak Times

Generation General InterestGender

Open Most Overall:

Smartphone

Morning

Tablet

Afternoon

Evening

Most Unique Opens - 30 Days:

Clicks at the Highest Rate:

Converts at the Highest Rate:

Opens More:

Clicks at the Highest Rate

Content/Audience:

Converts at the Highest Rate

Most Popular

Women Millennials GenXers Baby Boomers

NewsHounds

A&EFans Shoppers Travelers Health Buffs

For this report, we collected data from an audience of over 90 million people per month appearing across our platform over a 6-month period, segmented it by Gender, Generation and General Interest, and looked at how these different groups open, click and convert on smartphones and tablets. Then we took that data and turned it into people.

3The People Behind the Screens : A Marketer’s Guide to Mobile People Click the title to return to the table of contents

Why EmailThe reasons why email is

an awesome way to profile mobile audiences -

The Big PictureHigh-level trends and

findings on these mobile audiences - Page 7

Mobile AudiencesMeet the people behind the screens and the data behind them - Page 12

Table of Contents


Why EmailAs marketers, we’re all trying to reach and impact people. Man-people. Lady-people. People of different ages and interests. People-people.

But it’s easy to confuse how we reach these people – data sets, pixels, cookies, devices – with who these people are.

In this report, we’re focusing on the people behind the screens, distilled through the lens of one of the most popular and most measurable mobile environments: Email.


Email is EverywhereThe first BlackBerry brought email from the desktop to pocket. Since that time, email has evolved into a ubiquitously mobile activity. Everyone uses email, everywhere.

More people use email on their mobile devices than web browsing or Facebook. [1]

IDC – “Always Connected” (2013)

Daily, we spend 9 minutes on email via a mobile device. That’s 7.6% of the total 119 minutes we use our phone per day. [2]

O2 – “Mobile Life Report” (2013)

The majority – 52% - of unique email opens occurs via some form of smartphone or tablet. [3]

LiveIntent – (2015)

http://www.nu.nl/files/IDC-Facebook%20Always%20Connected%20%281%29.pdf

http://news.o2.co.uk/?press-release=i-cant-talk-dear-im-on-my-phone


The Email Address = A Real PersonThe email address is the only digital ID tied to a real person. It’s like a person’s online passport.

It remains the same everywhere you go – no matter the device, browser and platform.

It’s unique to the individual – you’re the only one that uses your email address.

It’s long-lived – you only replace your email address every 10 years or so.


Email Reflects a Person’s InterestsThe people that open and engage with a brand or publisher’s content do so because they love that content. It is an elite audience sample of brand loyalists.

People interested in puppies, visit

Puppies.com

People that really like puppies, subscribe to the Puppies.com

Daily Newsletter

People that really love puppies open the ‘Puppies.com Daily Newsletter’

every day

subscribe


The Big PictureThe profiles in this report reflect segments of data from over 92 million de-identified email addresses that belong to people receiving and engaging with content sent by over 750 of the biggest brands and publishers in the United States – and therefore, those people. This provides us with unique insight into a wide sampling of varying interests and subject matter. This is what we found…

8


The Big PictureEmail has evolved from “also-mobile” to “mobile-first” media.

% o

f em

ails

ope

ned

on m

obile

24%

2012

31%

2013

45%

2014

51%

2015


The Big Picture

People open more on smartphones, but engage

(click and convert) at a higher rate on tablets.

People interested in current events content

like News and Arts & Entertainment, open

in the morning.

People interested in lifestyle content like Travel and Health &

Fitness, open in the evening.


The Big PicturePeople converted at a higher rate in the shopping vertical across the board, but runners-up reflect more personal interests:

Men: Family & Parenting Home & Garden Health & Fitness

Women: Family & Parenting TravelHome & Garden

Millennials: Home & Garden Family & Parenting Careers

GenXers: Home & Garden Family & Parenting Real Estate

Baby Boomers:Family & Parenting Travel Home & Garden


The Big PictureApple dominates device usage across every profile*

*Total percentage of opens by device operating system

86%

16%

1%

Apple

Android

WindowsBlackBerryVery Advanced Rocks


Mobile Audiences

Men

News Hounds

Women

Arts & Entertainment Fans

Millennials

Shoppers and Fashionistas

GenXers

Travelers

Baby Boomers

Health & Fitness Buffs

Get acquainted with the people behind the screens by clicking on any of these audience icons. Note that the people profiled here are the ones we saw when we looked at the data. Make sure and take a look at the data yourself, as well. You never know who you might find.


MenMeet Charlie.

Charlie loves his smartphone because it’s so easy to access information, like news updates, on-the-go. He’s a dedicated dad who spends his afternoons thinking about family needs and driving the kids to and from everything from soccer to Taekwondo. But at night, during “Charlie-Time,” he opens his tablet and reads about cars he can no longer afford because, man... he really hates that minivan.


Men

Open Data Click Data Conversion Data

Smartphone v. Tablet:(Overall percentage)

75% | 25% 74% | 26% 74% | 26%

19.3 | 25.2(opens per 30 days)

tablet +12% higher (click-through rate)

tablet +0.62% higher (conversion rate)

Peak Times 9am 10pm 3pm

Favorite Content: News Automotive Family & Parenting

Unique Actions:Smartphone | Tablet


Women

Stacy stays busy with kids, work and the gym. She keeps up with the Kardashians on her smartphone during spin classes, but does all her serious business on her tablet. Late at night, right before bed, is her time to geek out on the latest advancements in superconducting quantum interference devices with a nice cup of tea.

Meet Stacy.




67% | 33% 64% | 36% 64% | 36%


tablet +10.52% higher (click-through rate)


10am 11pm-12am 11am

Favorite Content: Arts & Entertainment Science Family & Parenting

Women

Peak Times



Millennials (Age 18-34)

Madison is a tech-savvy early adopter. She prides herself on being able to do most everything on her smartphone. Now, with bigger screens, she can get everything she needs for her organic herb garden while waiting in line for the secret midnight concert by her favorite unsigned band: Electronic Hippopotamus. It’s so fleek.

Meet Madison.




87% | 13% 86% | 14% 86% | 14%


tablet +8% higher (click-through rate)

smartphone +3.5% higher (conversion rate)

10am 11pm-12am 11am

Favorite Content: Arts & Entertainment Automotive Homes & Gardens

Millennials (Age 18-34)

Peak Times



GenXers (Age 35-50)

Jason digs his tablet. Sure, you can reach him on his smartphone, but if you really want his attention, you gotta do it when he’s on his tablet catching up on his favorite grunge band, Nixon’s Pony, or trying to find clothes that will display the proper level of apathy. Don’t want to reach Jason? He’s “meh” on the whole subject.

Meet Jason.




74% | 26% 76% | 24% 73% | 27%


smartphone +5.8% higher (click-through rate)


9am-10am 12am 10am-11am

Favorite Content: Arts & Entertainment Automotive Style & Fashion

GenXers (Age 35-50)

Peak Times



Baby Boomers (Age 51-70)

Thomas spends most of his time finding hobbies to keep him active. You can find him on his smartphone from time to time, but he’ll be on his tablet almost every day reading about what those knuckleheads in Congress are up to and trying to find a parts for the Buick Skylark Convertible he’s restoring. It’s a humdinger of a machine.

Meet Thomas.




52% | 48% 53% | 47% 48% | 52%

27.5. | 44.4(opens per 30 days)


tablet 23.59% higher (conversion rate)

9am 12am-3am 10am

Favorite Content: News Automotive Style & Fashion

Baby Boomers (Age 51-70)

Peak Times



News Hounds

Barry is an early riser, starting his day with a strong cup of coffee and a smartphone keyed into what’s going on in the world. At night, he settles in with his tablet, ready to dig deep into issues of the moment, sometimes going until wee hours of the morning. He often falls asleep in his chair, where he’s woken up by Darryl, his loyal dachshund, so he can start all over again.

Meet Barry.




66% | 34% 65% | 35% 62% | 38%

32.7.5 | 33.2(opens per 30 days)



9am 8am-10am,9pm-2am

10am

Most Popular Demo: Men & Baby Boomers

Women &Baby Boomers

Women &GenXers

News Hounds

Peak Times




Diego is a pop culture savant. Celebrities, music, movies, TV - no matter the subject, he’s always one step ahead of the crowd. He’s a monster on trivia night and spends his lunch break on the elliptical with his tablet deep-diving into the real reason behind why Wolverine: The Musical was delayed in production another 6 months.

Meet Diego.




75% | 25% 68% | 32% 62% | 38%




9am 12pm 10am

Most Popular Demo: Women & Millennials

Women &Baby Boomers

Women &GenXers


Peak Times



Shoppers and Fashionistas:

Fashion never sleeps and neither does Keisha. When the work day is done, she’s on the hunt for bargains and she won’t rest until she finds one. When on the prowl, she scans her smartphone for deals and bookmarks them to buy later on her tablet from the comfort of her chaise lounge. Ask her where she got those shoes, she won’t remember the name of the site, but she’ll know the price.

Meet Keisha.




68% | 32% 71% | 29% 68% | 32%

18 | 24.6(opens per 30 days)



5pm 12am-1am 1am

Most Popular Demo: Women &GenXers

Women &Baby Boomers

Women & Millennials

Shoppers and Fashionistas:

Peak Times



Travelers

When Miriam isn’t off exploring, she’s busy planning her next adventure. She likes to book early in the morning or late at night, because that’s when the best deals are available. Always out of office, she relies on her smartphone to stay in touch, but if she needs to get something done, it’s going to be on her trusty tablet. Both screens are cracked from the time she ran with the bulls in Pamplona.

Meet Miriam.




66% | 34% 65% | 35% 59% | 41%




4pm-6pm 6am-10am11pm

10am

Most Popular Demo: Men & Baby Boomers

Women &Baby Boomers

Women &GenXers

Travelers

Peak Times




Molly is a runner. She’s always running, with no time to be weighed down by anything bigger than her smartphone. It’s how she tracks her runs, calories burned, and heart rate. It’s where she finds the best breakfast to eat before a 5K. It’s where she buys new shoes that will cut 3 seconds of her mile mark. If you need to call her, call her on her smartphone. Just don’t call her a “jogger.”

Meet Molly.




70% | 30% 61% | 39% 63% | 37%



smartphone +7.23% higher (conversion rate)

8pm 7am-4pm 11am

Most Popular Demo: Women & Millennials

Men &Baby Boomers

Women &Millenials


Peak Times



Some thoughts before you go...Smart TVs. Smart cars. Smart watches. Smart pants.

There are more and more devices being produced every day. And the more of these devices people use, the more data will be available for marketers. But more data doesn’t always mean more understanding. Sometimes, more data means more distractions.

As marketers, it’s our job to take a step back, so we can identify the data that brings focus and the data that distracts.

Because everything we’re doing, we’re doing for one reason — not to reach a particular screen, but to reach the people behind the screen.

Because in the end, it’s all about people.

The People Behind the Screens : A Marketer’s Guide to Mobile People 35

Meet LiveIntentLiveIntent helps over 450 top brands deliver marketing and advertising messages to over 92MM unique, engaged people each month, in emails sent by 750 top US publishers and brands. LiveIntent cut its teeth as a smarter way to buy and sell ads in email and was recognized in 2014 as the fastest growing technology company in NYC (by Crain’s) and in 2015 as one of America’s Most Promising Companies (by Forbes.)

With the anonymized email address at the center of its platform, LiveIntent has evolved beyond simply putting ads in email. LiveIntent is now one of the largest people-based marketing platforms in the world and also one of the first, having gone to market with the technology in 2010.

Email: [email protected]

Phone: 212.792.5348

Carrier Pigeon: (must supply your own pigeon)


The People Behind the Screens:A Marketer’s Guide to Mobile Audiences

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