Building more informed_mobile_strategies

Building More Informed Mobile Strategies
- Device and User Insights for Publishers

TODAY’S PRESENTERS

Hans Fredericks Craig Besnoy
VP, Mobile Managing Director and President,
comScore, Inc. North America
Netbiscuits

© comScore, Inc. Proprietary. 2

Netbiscuits at a Glance
The global leader in software solutions for adaptive mobile web
experiences.
Market Impact Supported by an extensive Global Partner Network
15,000 Developers using the platform
Hosting over 110,000 web apps and sites

Best Mobile Web
Publishing Platform

Leading Mobile Application Development Platforms 2012

Ranked in Gartner Magic
Quadrant Since 2009

Frost & Sullivan European Best
Practice Awards 2011
Best Mobile Apps
Deployment Platform

3

COMSCORE’S INNOVATIVE MEASUREMENT APPROACH

2 Million Person Panel PERSON-Centric Panel with
360°View of Person Behavior SITE-Census Measurement

Web Visiting
& Search
Online Behavior Online
& Offline Advertising
Buying Exposure PANEL CENSUS

Advertising
Transactions Effectiveness

Media & Video Demographics,
Consumption Lifestyles
PANEL
& Attitudes
Unified Digital Measurement™ (UDM)
Mobile Internet
Usage & Behavior Patent-Pending Methodology

Adopted by 90% of Top U.S. Media Properties


Plan for Today

 Introductions
 The new digital landscape and consumer – the digital omnivore
 Smartphone user behaviors and insights
 Usage and behaviors across devices and platforms
 Mobile device metrics
 Best practices for your mobile strategies
 Key Takeaways and Wrap Up


The New Digital Landscape and
Consumer – the Digital Omnivore


DIGITAL CONSUMPTION USED TO BE FAIRLY SIMPLE…


AND THEN MOBILE CHANGED EVERYTHING


SMARTPHONE PENETRATION PASSES 50% SHARE

 In September 2012, 119 million Americans aged 13 and older owned a Smartphone, representing
51.0% of the mobile population.

 The total Smartphone audience increased 36.5% year-on-year.

Growth of U.S. Smartphone U.S. Smartphone Penetration
Installed Base
160,000
140,000
# Phone Owners (000)

Smartphone
120,000 51.0%
Not
100,000
Smartphone 119.3 million
80,000 49.0%
60,000 +47%
40,000
20,000
Year on Year Growth
0

Smartphone Not Smartphone

Source: comScore MobiLens, US
© comScore, Inc. Proprietary. 9 Data: Three month average September 2011 – September 2012

EVEN MORE METEORIC RISE OF TABLETS

100 MILLION
Device Owners

40 MILLION

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

© comScore, Inc. Proprietary. 10 Source: comScore MobiLens & TabLens U.S

DIGITAL OMNIVORES RELY ON MULTIPLE DEVICES


MULTI-DEVICE OWNERSHIP BECOMING THE NORM

 In June 2012, 35.5% of all U.S. Smartphone users also owned other connected devices
 Smartphones, tablets, and other connected devices are changing the way consumers seek
information, communicate, and engage online!

11.9% also
own eReaders

4.5% also own
other handhelds
like portable
gaming devices

25.5% also
own tablets

Data: One month snapshot - June 2012

TRAFFIC INCREASING ON CONNECTED DEVICES

Trended Share of Web Traffic
100.0%

98.0% 6%
from
Non-
96.0% PCs
10%
from
Non-
94.0% PCs

92.0%

90.0% Other

88.0% Tablet

Mobile
86.0%
PC
84.0%

82.0%

80.0%

© comScore, Inc. Proprietary. 13 Source: comScore Device Essentials, U.S., June 2011 - June 2012

NON-PC SHARE OF INTERNET TRAFFIC UP 81%

 12.1% of Web traffic came from non-PC devices in June 2012 – up 81% year over year
 Tablet share of traffic rising dramatically – up 173% year over year

Share of Non-PC Device Traffic in the
U.S.
June 2011 June 2012

Mobile Mobile
4.5% 7.4%
PC Non-PC Non-PC
PC
93.3% 6.7% 12.1%
87.9%
Tablet
Tablet
4.1%
1.5%
Other Other
0.6% 0.6%

© comScore, Inc. Proprietary. 14 Source: comScore Device Essentials, U.S., June 2011 - June 2012

Smartphone User Behaviors and
Insights


COMMUNICATIONS AND NEWS ARE TOP CATEGORIES

Top 10 Smartphone Categories
90,000 70.0%
61.6%
80,000 57.7%
# Smartphone Owners (000)

54.3% 60.0%
52.1%
70,000 48.6% 49.5% 49.3%
43.8% 50.0%
43.5%

% YoY Growth
60,000 39.9%
50,000 40.0%

40,000 30.0%
30,000
20.0%
20,000
10.0%
10,000
0 0.0%

June 2011 June 2012 YoY Growth

© comScore, Inc. Proprietary. 16 Data: Three month average June 2011 - June 2012

EMERGING RETAIL/COMMERCE, SOCIAL CHECK-IN
Top 10 Smartphone Categories by
Growth  Broad retail/commercial sector
growth
social networking check- 29,751 +100%
14,873
in service  Social networking with check-in
insurance services 9,438 +87% service doubles audience size
5,057
adult entertainment 13,380 +86%  Online Retail now accessed by
services 7,208
more than 27 million Smartphone
electronic payments 12,538
23,072 +84% owners

online retail 27,204
14,891 +83%

classifieds 26,698 +81%
14,719

health information 17,298
9,586 +80%

credit cards 24,176
13,701 +76%

home lifestyle 11,064
6,412 +73%

men's magazines content 9,994
5,837 +71%
0 10,000 20,000 30,000 % YoY
40,000
June 2012 June 2011 # Unique Users (000) Growth


SMARTPHONES ARE CHANGING COMMERCE

E-commerce and Related Services Accessed By % of Smartphone Users
June 2012

Bank Accounts 38%

Online Retail 25%

Credit Cards 22%

Electronic
21%
Payments
Deal-A-Day 16%

Shopping Guides 16%
0% 5% 10% 15% 20% 25% 30% 35% 40%

© comScore, Inc. Proprietary. 18 Data: Three month average ending June 2012

CONSUMERS SHOP – AND BUY ON-DEVICE

Shopping Activities with Smartphone
June 2012

Found store location 34%

Compared product prices 22%

Researched product features 21%

Found coupons or deals 21%

Made shopping lists 20%

Purchased goods or services 18%

Checked product availability 17%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%
% Smartphone Audience

© comScore, Inc. Proprietary. 19 Data: Three month average ending June 2012

MOBILE SHARE OF E-COMMERCE GROWING

Percentage of Total e-Commerce Dollars Spent via Mobile or Tablet Device
Source: comScore Mobile Measurements

Spike in percentage of 9% 9%
e-commerce sales via
mobile coincides with
8% 8%
surge in tablet ownership

6% 6%

3% 3%
2%

Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
2010 2010 2010 2011 2011 2011 2011 2012 2012


SOCIAL, ENTERTAINMENT, GAMES LEAD ENGAGEMENT

Total Minutes (Billions) by Category, Browser/App Combined
August 2012

71.8

42.9
37.0

12.1 11.1 10.4 9.0 8.5 7.5 7.2 6.8

Source: comScore Mobile Metrix 2.0, US
Data August 2012
© comScore, Inc. Proprietary. 21 *Excludes Services and Corporate Presence categories

APPS DOMINATE TIME SPENT IN MOST CATEGORIES

Top Smartphone Categories by UVs,
% Share of Time Spent by Access Method
August 2012

Entertainment
Search/Navigation
Directories/Resources
Social Media
Portals
News/Information Web
Retail App
Games
Community
Business/Finance
Technology
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Data August 2012
© comScore, Inc. Proprietary. 22 *Excludes Services and Corporate Presence categories

VARYING USE OF WEB/APPS IN NEWS/INFO CATEGORY
Top Smartphone News/Info Properties,
% Share of Time Spent by Access Method
August 2012
Yahoo!-ABC News Network
Google News and Weather
The Weather Channel
HPMG News
New York Times
CNN Network
Gannett Sites
Web
AccuWeather
App
NBC News
WeatherBug
CBS News
Fox News Digital Network
Tribune Newspapers
Washington Post

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Data August 2012

APPS DRIVING GREATER ENGAGEMENT

Average Minutes per Visitor
Aug 2012

Category Via App Via Browser Overall
403 64 412
Entertainment
57 41 70
Search/Navigation
85 40 106
Directories/Resources
767 75 732
Social Media
92 54 116
Portals
76 36 91
News/Information
Retail 145 39 134
Games 473 36 466
Community 94 50 95
Business/Finance 68 19 62
Technology 122 16 89

© comScore, Inc. Proprietary. 24 Data August 2012
*Excludes Services and Corporate Presence categories

OPPORTUNITIES FOR PUSH AND CHECK-IN
Have you used a retail app to alert you about coupons/deals based on
your location (push notifications)?
Among Mobile Shoppers

Yes, I would
like to be
No No, I would
Yes alerted
60% not be
40% 46%
interested
54%

Check in services or sharing location for a reward/discount/deal at the store
Among Mobile Shoppers

Yes, I would
share my
Yes, I use No, I do not 55% location for a
Check-in use check- discount
Services in services
38% 62% 45 No, I would
not share my
location

© comScore, Inc. Proprietary. 25 Source: Custom Mobile Retail Advisor Survey April 2012

40% OF SMARTPHONE USERS WATCH MOBILE VIDEO

Mobile Video Audience Reach by
Video Category (000s)
August 2012

47,914
46,286

21,565 20,359

Mobile Video Video Web Video TV Video Paid
(any)
© comScore, Inc. Proprietary. 26 Data: One month snapshot – August 2012

Usage And Behaviors Across
Devices and Platforms


TABLETS REINVIGORATING BROWSING

Top 10 News & Info Categories
June 2012

App Browser

Technology News
Sports
Photo/Video Sharing
Retail
General Reference
Entertainment News
News
Social Networking
Weather
Search
0 5,000 10,000 15,000 20,000 25,000 30,000
Tablet Owners (1000s)

Source: comScore MobiLens and Tablens, US

NEW CONTENT OPPORTUNITIES ON TABLETS

Reach of Top Tablet Categories
June 2012

39%
Sports
48%

25%
Retail
51%

38%
Entertainment News
56%
Smartphone

News
49% Tablet
61%

67%
Weather
69%

60%
Search
74%

0% 10% 20% 30% 40% 50% 60% 70% 80%


TABLETS CAN EXTEND REACH

Tablet Audience Advantage v. Smartphone
(Reach Delta)
June 2012

Weather 2%
Sports 10%
Stock Trading 11%
News 12%
Search 14%
Credit Cards 14%
Shopping Guides 17%
Gaming Information 17%

Entertainment News 17%
Techology News 18%
Food/Recipes 20%
Health 22%
Retail 27%
General Reference 28%


TABLETS SURPASS SMARTPHONES ON ENTERTAINMENT

Monthly Penetration of Entertainment Activities
August 2012

68%

53%
48% 50% 51%

40%

Played Games Listened to Music Watched TV/Video
Smartphone Tablet

© comScore, Inc. Proprietary. 31 Data: One month snapshot – August 2012

DIFFERENT CONSUMERS ON DIFFERING TABLETS
Apple vs. Amazon Owners – Metrics Comparison
August 2012

All tablet Apple Amazon
Metric (took action in past month)
owners Index Index
Female 51% 96 113

$100k+ Household Income 36% 120 96

Read books 55% 82 137

Read magazines or periodicals 40% 102 111

Purchased goods or services 37% 116 95

Accessed News 60% 113 90

Accessed Social Networking 66% 110 99

Listened to Music 50% 111 94

Watched Video 51% 111 93

Source: comScore Tablens, US
© comScore, Inc. Proprietary. 32 Data: Three month average August 2012

DEVICES HAVE DIFFERENT ‘BIORYTHMS’


Mobile Device Metrics


Traffic Share of Top 25 Devices -- Global
Top 25 Global Devices by Traffic Share

Apple/iPhone (iOS 5.x) 26%
Apple/iPhone 3G, 3GS, 4 (iOS 4.x) 4.39%
Samsung/GT-i9100 (SPH-D710, Galaxy S2,… 3.11%
Blackberry/8520 (Gemini, Curve) 2.63%
Samsung /GT-I9000 (Galaxy S Series, T-… 2.24%
Samsung /GT-i9100 (SPH-D710, Galaxy S2,… 1.51%
Apple/iPod Touch (4G)(iOS 5.x) 1.48%
Blackberry/9300 (Curve 3G, Onibi) 1.03%
HTC/Desire HD (Ace) (Android 2.3) 1.01%
Blackberry/9800 (Torch) 0.88%
Samsung /GT-S5830 (Cooper, Ace) (Android… 0.86%
Apple/iPod Touch (4G)(iOS 4.x) 0.85%
Apple/iPhone; 3G; 3GS (iOS 2.2-3.2) 0.75%
Samsung/GT-I9000 (Galaxy S, Vibrant, SGH-… 0.72%
Apple/iPad, iPad2 (iOS 5.x) 0.70%
Blackberry/9900 (9930, Dakota, Bold Touch) 0.63%
HTC/Evo 4G (Supersonic) (Android 2.1) 0.60%
HTC/Desire (ADR6200, ADR6275, Bravo,… 0.57%
Samsung /GT-I9300 (Galaxy S III, Galaxy S3)… 0.56%
Samsung/GT-I9000 (Galaxy S, Vibrant, SGH-… 0.54%
Blackberry/9780 0.54%
Nokia/N8-00 0.52%
Nokia/Lumia 800 0.51%
Motorola/XT910 (RAZR, Droid RAZR XT912,… 0.52%
HTC/Sensation 4G (Pyramid, Z710a, Z710e)… 0.49%
**Data from June 2012
35 © Netbiscuits 2012

Traffic Share of Top 10 Devices by Country
Apple/iPhone (iOS 5.X) 32.20%
Apple/iPhone 3G, 3GS, 4 (iOS 4.X) 4.70%
Apple/iPod Touch (4G) (iOS 5.X) 2.70%
HTC/Evo 4G (Android 2.2) (Supersonic) 2.30%
Motorola/XT910 (Android 2.3)… 1.70%
Motorola/Droid X (Android 2.3)… 1.40%
Apple/iPad, iPad 2 (iOS 5.X) 1.30%
Samsung /GT-I9000 (Galaxy S Series,… 1.10%
LG/L5670 (Android 2.3) (US670… 1.00%



Samsung /GT-i9100 (Android 2.3)… 4.80%

Blackberry/8520 (Gemini, Curve) 4.20%

Samsung /GT-i9100 (Android 4.)… 1.90%

Blackberry/9300 (Curve 3G, Onibi) 1.90%


Blackberry/9800 (Torch) 1.50%

HTC/Desire HD (Ace) (Android 2.3) 1.50%

Samsung/GT-S5830 (Cooper, Ace)… 1.40%

Traffic Share of Top 10 Devices by Region
Apple/iPad, iPad 2 (iOS 5.X) 5.20%
Samsung /GT-N700 (Android 2.3)… 1.70%
Samsung /GT-S5830 (Cooper,… 1.30%
Samsung /GT-N700 (Android 4.0)… 1.20%

Samsung/GT-S5830 (Cooper, Ace)… 4.00%
Samsung /GT-I9000 (Galaxy S Series,… 3.90%
Apple/iPad, iPad2 (iOS 5.X) 2.40%
Samsung /GT-S5570 (Galaxy Mini)… 1.90%
SonyEricsson/MT11i (Android 4.0)… 1.70%

Smartphone OS Traffic Share – U.S.

Windows WebOS
Symbian Windows
Mobile 0.11%
0.88% Phone
PalmOS 0.12%
0.98%
0.02%

meego/maemo
0.00% RIM OS
5.25%

Android
45.81%

iOS
46.82%

bada
0.02%


Smartphone OS Traffic Share - Global

Windows
Mobile
Windows Windows
0.23%
Mobile Phone
0.20% 3.05%
PalmOS
0.02% Symbian
RIM OS 5.41%
meego/maemo
10.48%
0.07%
Android
40.15%

iOS
39.20%

bada
1.17%


Smartphone OS Traffic Share – Eastern Europe

WebOS Windows
Mobile Windows
0.10%
PalmOS 0.24% Phone
0.00% 1.76%
RIM OS
2.01%
meego/maemo
0.21% Symbian
6.67%

Android
iOS 50.11%
37.68%

bada
1.23%


Traffic Share by Device Type - Global
eReaders Consumer
TV & Set top 0.01% Electronics
0.00% 0.06%
Media Players
Tablets 2.81%
2.92% Feature Phones
10.67%

Smartphones
83.52%


Traffic Share by Device Type – Central/South America
Consumer
Electronics
eReaders 0.17%
0.01%
Media Players
7.69%

TV & Set top
0.00%
Feature Phones
23.86%

Tablets
5.48%

Smartphones
62.79%


Traffic Share by Device Type – APAC (Developing)
Consumer
Electronics
eReaders 0.06% Media
0.01% Players
2.50%
TV & Set top
0.00%

Feature
Phones
14.35%
Tablets
12.13%

Smartphones
70.95%


HTML5 Readiness of Top 10 Devices – U.S.

With only 48%, the USA provides the lowest level of HTML5 readiness out of 7 global markets we focus
on. This results as much from a relatively low combined traffic share among the Top 10 devices (49.8%) as
from a low number of devices (3) that provide an HTML5 readiness score of 59% or more.

However, we do see a year over year improvement in individual HTML5 feature capability among top 10
devices.

HTML5 Readiness of Top 10 Devices – Singapore
With a total of 66%, Singapore provides the best HTML5 readiness of all markets we
looked at.

The Top 10 devices in Singapore account for a combined traffic share of 68.6% on the
Netbiscuits Platform, which shows that the diversity among the most relevant mobile
web access devices is relatively low in this market.


Best Practices For Your Mobile
Strategies


Mobile Strategy Buy-In
 Success on mobile is achieved when the
entire organization is vested in your mobile
strategy
 Mobile must become the mindset of the
organization
– Editorial – CMS optimized for mobile including:
• collaborate via social/mobile integration
• associate mobile information with content
– Marketing – capture data based on:
• location, device type, time of day
– Ad Sales – agree on achievable metrics
– Commerce – “mobile sales” do not always occur
on the mobile device
– IT Departments – architect technology to
optimize UX based on mobile information


Everything is a Mobile Driver

 Traditional marketing communications must
have mobile elements to be effective.
 Assume that when marketing messages are
delivered your consumer is connected
 The message must allow for immediate
consumer feedback
 Attach mobile drivers to all marketing
messages
– QR Codes, SMS short codes, website/email hot links,
click to call
 Leverage all the tools in your marketing tool-
belt to activate mobile engagement


Mobile Optimization is a MUST

 Content built for your PC-based experiences was not designed to translate
to a mobile device
– Point and click mouse ≠ mobile touchscreen
– PC Workflow ≠ mobile workflow
 comScore data shows that 12.1% of Website hits/pageviews came from a
mobile device in June 2012
 According to Google, two-thirds of smartphone users say a mobile-friendly
site makes them more likely to buy a product or service
– 74% say they are more likely to return to the site later
– 50% say that even if they like a business, they’ll use its website less often if it is not
mobile optimized

Device Categories
 Create experiences that cater to each Device
category
– Smartphone
– Tablet
– Feature Phone
– Large Screen vs. Small Screen
 Within each category there are variances in
hardware/chipset, speed, screen resolution
 Take Device Diversity into account
– How are your customers using their devices
– Tablets for videos and reading
– Smartphones for communication, sharing
and more


Mobile ROI

 The calculation of Mobile ROI should not be limited to
engagements that occur on a mobile device
 Activities performed on a mobile device many times results in
online or brick and mortar engagements
– Search for locations, coupons, deals, sneak previews, etc.
 Mobile activities that result in non-mobile engagements should be
calculated against your Mobile ROI
– In-store comparison shopping
– Social sharing/Likes
– Product recommendations
– Content viewing/sharing
– Brick and mortar purchases


Optimize Your Mobile Advertising

 Be a device detective….you must know whether a device can handle rich
media, video, HTML5, 3D, 2D, GPS, and more
– Know your device type – smartphone, tablet, iPhone, Android, BBerry, etc.
– Make sure you’re passing this information to your ad server in order to target the
optimized ad
– Create multiple types of ads -- rich, static, video, text

 Focus on post-click engagement
– Biggest mistake made by publishers and mobile marketers is lack of post click
engagement strategies
– It’s one thing to engage a consumer with a fancy ad, its another to activate them
to take action
 All of your mobile ads should lead to mobile optimized landing pages
– Create and deliver landing pages that are optimized in both form and functionality
– Understand your mobile ad goals – registration, sweepstakes, and more


Geo-content
 Identify opportunities to take advantage of GPS
capabilities of smartphones and tablets to deliver
geo-content
 By capturing a consumers location, based on their
device, you can map your content and/or ad
targeting strategies to that location
 Location-based content leads to delivery of more
relevant content which drives more engagement and
more revenue
– Content based on weather at a location
– Content based on store location within X distance of
consumer
– Content based on previous engagements/user history
– Content based on time of day
– Content based on device type
 Ensure your Mobile Development Platform, CMS and
Adserver have fields for geo-location


Key Takeaways and Wrap Up


KEY TAKE AWAYS

 Ubiquity of smartphones has created a mobile audience of scale
– And rapid rise of tablets adding new fuel to audience, changing habits
 Traffic moving to mobile at an increasing rate – be ready
– To serve your users across differing devices and OS platforms
 Mobile becoming key to commerce – and can add value at all stages
of customer purchase journey
 Apps a big driver of usage, varying across and within categories,
but don’t ignore your browser audience – especially on tablets
 Digital Omnivores on the rise
– Use multiple devices and access methods—web, apps, and
increasingly video—in different ways across their day
– The key challenge/opportunity for publishers and marketers


COMSCORE MOBILE TAGGING

 Enable new multi-platform audience
measurement for Media Metrix® Multi-Platform

 Demonstrate the full value of your audience
across Web, Smartphone and Tablet platforms

 Tagging available at no cost to publishers

 For more information or to begin tagging:
– http://direct.comscore.com (for free signup
and client log-in portal)
– tagsupport@comscore.com (for questions)


WRAP-UP AND Q&A

Hans Fredericks
VP, Mobile
comScore, Inc.
hfredericks@comscore.com
www.comscore.com

Craig Besnoy
Managing Director and President, North America
Netbiscuits
c.besnoy@netbiscuits.com
www.netbiscuits.com
@netbiscuits


Thank You.

THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™

Building more informed_mobile_strategies

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