MobiU2011 Lecture: ANLT201 Mobile Modes Research - Yahoo!

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1 Proprietary and Confidential. ©2011 All Rights Reserved
Proprietary and Confidential. ©2011 All Rights Reserved

Mobile Modes
M bil M d
How to Connect with Mobile Consumers


The mobile Internet is seeing explosive growth

6/07
Subscribers (MM)

Quarters Since Launch

* Source: Company Reports, Morgan Stanley Research – Q3, 2010

Proprietary and Confidential.
3 ©2011 All Rights Reserved

We will cover:
1
1. Background
2. Usage Growth & Consumption
3.
3 From Utility to Co‐Pilot
From Utility to Co Pilot
4. Mobile Modes
5.
5 What it All Means for Advertisers
What it All Means for Advertisers


Our comprehensive approach

Better
understanding
of the places,
the times of day,
occasions and
occasions and
mindset


The four pillars in our methodology

Attitudes & usage
Past day diary
study amongst
amongst n=1,495
n=2,554
,
consumers aged d
consumers aged
13‐54
13‐54

4‐day immersion Real‐time, on
exercise (including
i (i l di device diary
d i di
deprivation) with amongst n=75
n=20 consumers consumers aged
aged 18‐54
aged 18 54 13‐54
13 54


Who did we talk to?
facts
f

Nearly 30 years old
1/2
are married

71K HH Income
39%
1/3
1/3 are using iPhones
i iPh
are parents

72% have had their phones
have had their phones
for less than a year
60%
Over have just
Over have just
started using the mobile Internet


Usage Growth & Consumption
U G h&C i
8

Mobile Internet compliments PC online usage

Pull of mobile Internet
Pull of mobile Internet
71% agree that “I prefer and like websites that I can access on both my
PC and my mobile device versus those that are just accessible on my PC”

Often more convenient
than PC or the laptop. The mobile Internet is

Portability enables multi‐
physically
&
tasking
emotionally
‘How I want it, where I liberating
want it’

Qualitative/Q. Using the scale below, please tell us how much you agree or disagree with each of Proprietary and Confidential.
the following statements.

Consumers expect mobile optimized sites

Push towards PC/laptop Internet via mobile
Push towards PC/laptop Internet via mobile
I like being able to use the Internet on my
mobile device, but the experience could be 60%
better
b

I'm sometimes disappointed when
websites/companies do not have applications 53%
for my mobile phone

I'm sometimes disappointed when
63% (NET)
websites/companies do not have specialized 52%
sites for my mobile Internet browser

When browsing a site on my mobile I expect
the experience to be the same as the one I 50%
get when browsing on my PC % Agree

Q. Using the scale below, please tell us how much you agree or disagree with each of the following Proprietary and Confidential.
statements.

Compared to a year ago, consumers spend more time
on their mobile and less with traditional media
More time on...
More time on...

Mobile Internet Reading a newspaper
R di

Watching online
Talking & Texting Listening to radio
videos on a mobile Reading a magazine

… and less time on...
Time
Figures show net change by deducting those who claim to be doing this less often vs.
a year ago from those claiming to be doing it more often

Q1. Compared to last year, please indicate whether you spend more, less or the same amount of Proprietary and Confidential.
time doing the following . . .? (Select one for each)

From Utility to Co‐Pilot
12

“my co‐pilot”
(Without their mobile)
I felt a sense of sadness. It made me feel
It’s like the cell DISCONNECTED and somewhat out of
phone/mobile Internet CONTROL.
has become completely
p y
integrated into my life at
this point.
I just felt NAKED in a
It’s my co‐pilot and
y p weird sort of way.
weird sort of way.
helps to drive me
through life.

Source: Qualitative

It is not confined to being truly ‘mobile’ – a third of
the time it’s being used in the home
% of time spent on mobile Internet

10%

9%

8%

7%

6%
Out of home In home
5%

4%

3%

2%

1%

0%
6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 2am 4am

QM10. Where were you when you visited a website or used an application/app on your mobile Proprietary and Confidential.
enabled device from [INSERT START TIME TO END TIME] to do each of the following?

The typical mobile Internet day looks like this…
Average share of time spent on mobile Internet

4.5 Average amount of time spent
on mobile Internet:
4.0 47 minutes a day
i d

3.5
53% say they tend to ‘snack’
3.0
on content on their mobile
Minutes

2.5
Peak time
2.0 (based on share of
all time spent online
1.5 is
is
on a mobile)
bil )

1.0 8:30am‐1pm

0.5

0.0

QM1. Which primary activity were you doing from [INSERT TIME PERIOD]? Select one.
QM3. While you were [INSERT PRIMARY ACTIVITY] from [INSERT START TIME TO END TIME] did you Proprietary and Confidential.
do any of the following activities at the same time? (Select all that apply)

Or a more detailed view
(Quotes are from consumers we spoke to)

Waking up: From the moment I wake is useful for when
Commute to work: Pandora is useful for when
Commute to work: Pandora up I
Waking up: From the moment I wake up I
Going to a meeting: Hands down, the Google
FM radio is boring, and I need some music that is
use my mobile Internet to go to
Watching TV at home: I’ll be watching TV and
catered to my liking ‐ it keeps me going, maps feature is amazing. It has literally saved me
Socializing after work: Sometimes
weather.com and decide what I’m going to
grab my phone to go on Twitter during a
something will just come up in
especially on the way to work. hundreds of times while driving here in the Bay
wear before getting out of bed. At work: I’m at work. I wonder what everyone else is
commercial.
conversation and the easiest thing to Area. I use it every single day while driving, taking
doing. I don t want to seem unproductive so I often
doing. Ipublic transportationunproductive ‐footbetter
don’t want to seem and while on so better
public transportation and while on foot. I often
do is to search it to find an answer
d i t h it t fi d
check my Facebook from my phone…haha! Big
wonder how we all survived before we had such
and it’s nice to be able to do that
Brother IT will never know!
advanced mapping devices available.
without grabbing my laptop.

And: If I’m at dinner, and I don’t know
,
what something is on the menu, I’ll
look it up on the Internet right there
and then.

% using internet on mobile phone (weekday or weekend) at this time


16 Source: Qualitative & Quantitative QM1/QM2 ©2011 All Rights Reserved

The mobile Internet meets many needs
throughout the day
My mobile device allows me to access information My mobile device quickly provides the
that helps me in real life circumstances answer to questions when I need an
t ti h I d
immediate answer

And one
‘meta need’ of
wanting to share
and communicate
with others
Accessing the mobile Internet
cures my boredom
My mobile device alleviates
my anxiety by providing
instant answers to my
burning questions

Q27. Using the scale below, please tell us how much you agree or disagree with each of the Proprietary and Confidential.
following statements.

Mobile is obviously a "communications" device...
Past Day Mobile Internet Activity
Past Day Mobile Internet Activity

Checked/sent email, 51%
Viewed social network, 41%
Viewed social network 41%
Used IM, 28%
Updated social network, 24%
Updated social network 24%
Shared photos or video, 7%
Shared photos online, 7%
Posted/wrote on a blog, bulletin board, forum or chat room, 6%
Posted/wrote on a blog bulletin board forum or chat room 6%
Used Location based services, 4%
Used video conferencing, 4%
Posted videos online, 3%
Visited online dating sites, 2%


.... but it goes one step further by keeping users up‐to‐
date with what's happening close by

My mobile device is a vital part
My mobile device provides of my social life and keeps me in
of my social life and keeps me in
instant access to events and the loop
happenings around me

My mobile device allows me to
participate more in social
communities (groups, social
iti ( i l
networking site, etc.)

Q27. Using the scale below, please tell us how much you agree or disagree with each of the Proprietary and Confidential.
following statements.

Mobile keeps consumers informed with news,
weather and sports the most visited written content
Types of content read via mobile Internet
Weather 40%
National/International news & opinion 39%
TV/movies 36%
Local News 34%
Sports News/Stats 33%
31% of
written Top headlines of the day 32%
content
t t Celebrity/Gossip/Beauty/Fashion 31%
accessed
daily… Music 30%
Humor 26%
Lifestyle/Health/Education 26%
Video Games/Gaming related 23%
Political 21%
Electronics/Technology 18%
Finance News 13%

Q10c. Which types of content did you read on your mobile phone when you last went online using Proprietary and Confidential.
your mobile device on (INSERT DAY) at (INSERT TIME OF DAY)? Please select all that apply.

Consumers turn to video on the mobile web for
entertainment
Types of videos watched via mobile Internet
Music 50%
Humor 49%
Gaming 42%
Food/Health/Educational 36%

20% Movie clips and trailers 34%
of video Sports 33%
content is
content is
accessed Full length TV shows/Movies 33%
daily…
Celebrity/Beauty/Fashion 32%
News 26%
Technology 23%
Weather 23%
Travel 17%
Political 14%

Q10a. Which types of videos did watched online on your mobile phone when you last went online Proprietary and Confidential.
using your mobile device on (INSERT DAY) at (INSERT TIME OF DAY)? Please select all that apply.

About a third of content consumption is at home.
Video content is a longer and more social experience
Written and Video Content Summary

Video content Written content

Avg. time spent per session 19 mins 14 mins

% of time at home 39% 37%

% of time with someone else 52% 48%

% of time share with someone else 37% 21%

Recommended or Part of general
Motivations
found by browsing routine


Mobile Mindset
Matters!

Mobile Modes
23

Mobile online usage can be grouped into 7 modes

Connect
C t Search
S h Entertain
E t t i Manage
M Inform
I f Shop
Sh Navigate
N i t
Connecting Using a Playing music Managing Reading Purchasing Using an
via  voice, search engine or games and key aspects news or or comparing online map or
SMS, IM, to find viewing of  your life educational   prices for   GPS system
email, social
email social specific
specific entertainment like your
like o r articles /
articles / goods or
goods or
media information, ‐related stock videos services
like a health‐ videos and portfolio or
related or articles paying an
looking up online bill
something
local


Connecting and searching are key modes for
consumers
Tasks undertaken online on a smartphone (share of total time spent per day)

PC Modes
3% Comparison*
38%
7% Connect
32%
Connect
Search

Manage
10%
Research
9%
Entertain
9%
Manage
Inform

Shop 27%
Entertain
15%
Navigate
16% 11%
Inform
10%
13%
Shop

QM6. How many minutes did you spend doing each activity when you were using your mobile
device from [INSERT START TIME TO END TIME]? *Source: 2010 Advertising by Mindset Study, PC Proprietary and Confidential.
Share re‐percentaged to mobile modes

Apps are most widely used in connect, inform and
navigate modes
App or Browser Usage by Mode

Connect Search Entertain Manage
g Inform Shop
p Navigate
g

27%
37% 40%
54%
61% 65%
Use an app 69%
Use browser

73%
63% 60%
46%
39% 35%
31%

QM7. Did you do these activities on your mobile device using an application (app) or by accessing a Proprietary and Confidential.
website through your browser?

Half the time, mobile web experiences happen with
someone directly around them
% Time Spent on Mobile Internet with Someone Else/Others Participating by Mode

Connect Search
h Entertain
i Manage Inform
f Shop
h Navigate
i

I'm with someone else while on mobile web Others take part in this activity when I'm with others

60% 61%
56% 58%
55%

44%

13%

50% 49% 49% 38% 49% 54% 53%

QM12: Who were you with when you visited a website or used an application/app on your mobile
device from [INSERT START TIME TO END TIME] to do each of the following? Q15. Did any of the Proprietary and Confidential.
following people participate in any of the activities you did on your mobile device??

More opportunity for home cross device connection
when users are in Connect, Entertain & Inform mode
Past Day Home & Out‐of‐Home Mobile Internet Usage by Modes

Connect Search Entertain Manage Inform Shop Navigate

A lot of activity takes place at home

37% 33% 38% 34% 37% 28% 20%
At home

But Out‐of‐Home (i.e. working, shopping, at a restaurant, social gathering, etc.) dominates

62% 66% 61% 65% 62% 71% 79%
Out‐of‐home

QM10. Where were you when you visited a website or used an application/app on your mobile Proprietary and Confidential.
enabled device from [INSERT START TIME TO END TIME] to do each of the following?

Across all modes, multi‐tasking with PC is most
common
What else are they doing when doing these tasks on mobile Internet?
Top 3 tasks when doing each of these things on a mobile (Past day)
T 3t k h d i h f th thi bil (P t d )


30% 25% 32% 27% 28% 39% 24%

25% 22% 21% 18% 25% 22% 16%

18% 22% 17% 17% 18% 18% 15%

Key Watching tv Talking to people around me Eating Online on a PC

Q17. What other things were you doing while you doing each of the following on your mobile Proprietary and Confidential.
device on (INSERT DAY) at (INSERT TIME OF DAY)?

Motivations by mobile mode differ
Motivations for Using the Mobile Internet by Mode


Task/knowledge required
immediately 13% 34% 12% 27% 12% 20% 47%
Is something that I'm
passionate about
passionate about 8% 8% 19% 7% 9% 11% 5%

Is part of my general
routine 53% 22% 32% 39% 39% 22% 19%

Found by browsing or
recommendation 17% 25% 25% 14% 32% 37% 20%

Please tell us if any of the statements describe your experience with each of the following activities Proprietary and Confidential.
that you did on your mobile phone?

And people’s motivations for each mobile mode vary
Content, shopping and entertainment are more about browsing while maps, online
management and searching for info are more goal‐oriented.

Navigate Manage Search Connect Entertain Shop Inform

Accomplishing
p g Browsing
Goals


A rich & rewarding
environment for
advertisers

What It All Means For Advertisers
Wh I All M F Ad i
32

3 in 4 consumers understand that advertising is part
of the mobile experience
– Attitudes Towards Mobile Advertising

Agree with either of these statements:
Agree with any of these statements:
– After I see a mobile ad, I sometimes look for
I find advertising on my mobile device intrusive
I’m ok with mobile ads if it means that I can
Pro, 40%
o, 0% –
–

–
–
75%
75%
more info mobile ads to be irrelevant
access mobile content for free
I find most mobile ads to be irrelevant
I find most
I’m ok with mobile ads if it’s personalized to my
specific needs and interests
And do not agree with either of these:
accept that
I’m ok with mobile ads when they are useful and
relevant to what I am currently searching for
relevant to what I am currently searching for
– advertising is a part
d ti i i t
I find most mobile ads to be irrelevant
Accepting, 35% of the experience
And do not agree with either of these:
– I find advertising on my mobile device intrusive
– I find most mobile ads to be irrelevant

Rejecting, 25%

Q38. Below is a list of statements that may or may not describe how you feel about advertising on
mobile devices. Using the scale below, please tell us how much you agree or disagree with each of Proprietary and Confidential.
the following statements about advertising on your mobile device.

Around 1 in 2 consumers notice ads on their mobile,
especially those male & younger
% Recalling Seeing a Mobile Ad Last Time they Used Mobile Internet

Average number of ads noticed per session = 2‐3 ads

56%
54%
48% 49% 48%
45% 46%
39%
37%
34%

Total Male Female 13‐17 18‐34 35‐54 iPhone B'berry Android Other OS

Q22. Which of the following types of mobile ads, do you remember seeing, if any, when you did the Proprietary and Confidential.
following activities on your mobile device

Ad recall is strongest in the morning
% Recalling a Mobile Ad while Using Mobile Internet (share across day)
10%

9%

8%

7%

6%

5%
%

4%

3%

2%

1%

0%

QM14. Which of the following types of mobile ads, do you remember seeing, if any, when you went
online or used an application/app on your mobile device from [INSERT START TIME TO END TIME]? Proprietary and Confidential.
(Select all that apply.)

Peak time for ad interaction is during break times and
when winding down
Most Likely to Respond to Mobile Ads….

As soon as you wake‐up 27%
When preparing for your day 30%

On the go 35%
While working 31%
While at school 25%
While running errands 30%
During break time 55%
While socializing 31%
While eating meals 30%
While shopping or in a store 31%

While you are winding down
While you are winding down 45%
Before getting ready for bed/right before bedtime 36%
Q41. You mentioned that you use the following Internet sites or applications on your mobile device.
Thinking about the various points of your day below please tell us when you typically access Proprietary and Confidential.
information from these sites.

Ad recall and engagement vary by mobile mode
Ad Recall/Engagement by Mode


Accomplishing Goals Browsing
65%
59%
55%
51%
47% 45%
39%

35%
28% 26% 26%
24% 23%
20%

Ad recall when doing this activity Ad engagement (click on ad) when doing this activity

Q22. Which of the following types of mobile ads, do you remember seeing, if any, when you did the
following activities on your mobile device on (INSERT DAY) at (INSERT TIME OF DAY)? Q26. Did you Proprietary and Confidential.
click on the ad/any of the ads while doing any of the following activities?

• How should ads look and feel?
• How relevant should ads be?
• How much of a relationship should I form?
How much of a relationship should I form?
• How open are consumers to ads?


Humorous, bold, and graphic rich ads attract
consumers most
Most Likely to Respond to this Form of Mobile Advertising

Ads that are humorous 61% 13% Ads that are serious

Ads that are bold (uses Ads which are more
vivid colors, etc.) 47% 14% subtle and discrete

Ads which are not
Ads that are interactive 37% 20% interactive

Ads that include
39% 18% Ads that include video
images/graphical elements
elements
(not video)
( id )

Q37 For each of the following sets of descriptors noted on the left and the right, please indicate
which would capture your attention the most on your mobile device. Note: Middle bar not shown is Proprietary and Confidential.
“equally would respond to both.”

Ads that are relevant, specific and geographically
targeted are also effective

Ads which are relevant to Ads which are broader in
my interests/ background 55% 13% focus

local area 47% 14% focus

my current location 45% 15% focus

Ads that are visually
Ads that provide a lot of 37% 20% attractive and provide
p
d t il d i f ti
detailed information
little information


Despite the small screen size, consumers want mobile
ads to personally connect

Ads that focuses on the
Ads that focus on price of
value that the
40% 19% product/service
product/service gives me

Ads that focus on product
Ads that focus on product
Ads that make me feel a
details/info instead of
stronger connection with 37% 19% making a strong connection
the brand
w/ the brand

Ads that keep me up to Ads that tell me something
date on the products/ 36% 17% new about a product or
services I already own/use
services I already own/use service I already own/use
service I already own/use


Interactivity is also a feature in mobile ads, more so in
a web browser than an application

Ads in a mobile application Ads in a mobile application
that was free 43% 14% that I paid for

Clickable ads that take me
Clickable ads that take me
to the PC version of a
to websites optimized for 38% 16% website to view on my
my mobile device/ screen
my mobile device/ screen
mobile device

Ads in my mobile web
browser 33% 17% Ads in a mobile application

Ads with click‐to call
Ads without click‐to call
features that allow me to 28% 27% features
call someone immediately
ll i di t l


Advertisers should also take note that mindsets differ
for mode, impacting tone‐of‐voice
Mindsets by Mobile Modes (Before/During/After Conducted Mobile Activity)

Accomplishing Goals Browsing

Involved
(i.e. engaged, immersed)
66 60 83 103 160 117 112
Exploring
(i.e. curious)
73 59 120 88 104 138 152
Sense of happiness
(i.e. happy, entertained)
80 64 79 122 117 95 81

Sense of purpose
(i.e. efficient, fulfilled) 129 136 108 88 83 122 73

Entertain me
(i.e. distracted, bored)
83 63 99 103 129 123 101

Concerned
(i.e. anxious,) 131 79 100 80 106 251 105

Answer Me
Answer Me
(i.e. confused, frustrated)
180 120 146 75 71 134 79

How did you feel when you visited a website or used an application/app on your mobile device Proprietary and Confidential.
from [INSERT START TIME TO END TIME] to do each of the following?

How to optimize your ads by mode
Mode Optimization Strategy
Browsing
Strong ad recall. Consumers are highly engaged but also have a sense of discovery, so
ads do not necessarily need to be relevant to site content.
Inform
Ad recall and engagement is highest. Develop creative that introduces consumers to
new, relevant products and offers a way to purchase them more easily and/or at a
, p y p y
Shop lower price than from other sources.

Good ad recall. Ads should be relevant to site content. Opportunity to introduce bold,
relevant ads that entertain and grab user’s attention.
Entertain

Ads can be more emotional and invoke feeling. Increase engagement by keeping ads
personally relevant and targeted.
Connect

Consumers are more open‐minded to exploring to a degree. Introduce consumers to
info that is relevant to what they are searching for.
info that is relevant to what they are searching for
Search

Potential to get annoyed is high if ad is not relevant to the task at hand. Consider
sponsorship or subtle ads that help consumers accomplish their goal.
Manage
Accomplishing
p g
Goals Potential to get annoyed is high if ad is not relevant. Ads that are easy to use, relevant,
and reliable can result in high ad engagement.
Navigate


CASE STUDY: Great mobile advertising works very
well, especially when paired with online display

Click‐through rates
Click through rates
for the execution
Control Exposed were also 30X
higher

+39%
+7% 71%

+24% 60%
56%
51%
47%
38%

Online Only Mobile Only Online + Mobile


FINDINGS
 RAPID GROWTH: Consumers are spending more time on their mobile phones compared to a year ago,
specifically, there’s been a 54% increase in time spent on the mobile web and 29% increase in time spent
f ll h ’ b h bl b d
watching video on a mobile device. Most of the time spent occurs before 1 PM.

 MOBILE ISN’T ALWAYS ON THE GO: A third of total time spent on the mobile device is spent while at home
with consumers indicating that they use their mobile device most often during down times and breaks
and/or free time.

 THE MOBILE WEB, STARTING TO DELIVER A CONTENT DRIVEN EXPERIENCE. News, entertainment, sports
and fashion are the most often consumed written content. While mobile video usage shifts more to
entertainment with music, gaming, food and movie trailers leading.

 MOBILE: OUR CO‐PILOT & EXTENSION TO ONLINE. The way users consume on their mobile device mirrors
the modes with which users consume on their PC. Connecting, searching, & entertaining dominated
mobile web usage with navigation being more pronounced for mobile than on the PC. The majority state
that the mobile web provides information to help in real life circumstances, is vital to their social life, and
p p , ,
even cures boredom.

 MOBILE AD EXPECTATIONS. The highest proportion of ad recall is during the hours of 6am to 12pm –
during which they are usually in connect, search, or manage modes. Despite small screen sizes, consumers
desire bold, graphic rich, and targeted ads with the highest levels of ad receptivity when they are in
desire bold, graphic rich, and targeted ads with the highest levels of ad receptivity when they are in
shopping, informing or entertaining modes.


IMPLICATIONS

 BE PART OF THE GROWTH. Even with the exponential growth of the mobile web, the audience and the
experience is still new. Capitalize on the fact that 60% are still looking for a better mobile Internet
experience and optimize PC websites to be mobile enabled to engage a growing audience.

 BE AROUND CONTENT, A GROWING DAILY PART OF THE MOBILE EXPERIENCE. Align your brands with
BE AROUND CONTENT A GROWING DAILY PART OF THE MOBILE EXPERIENCE Align your brands with
content that achieves the most scale, notably content of a more professional variety like news, sports, and
entertainment .

 USE DAYPARTS TO OPTIMIZE METRICS. Ad recall is strongest in the morning, whereas ad interaction is
highest during break time or free time.
highest during break time or free time

 INVEST IN CREATIVE. Use modes to ensure that your message will be well received.  For example, when
shopping or navigating, interactive ad formats related to the experience might work best.  Minor changes
in your creative execution could have significant impact on ad performance.

 THE FUTURE – AN EXCITING POTENTIAL.  Given that consumers describe the connection to their mobiles
devices in human terms – their co‐pilots,  marketers need to be even more vigilant in flighting and
producing the right ads for the right context. Mobile advertising needs to evolve to be the most
personalized, localized, and impactful given the small screen.


Thank You!
Th k Y !
YAHOO!
Ashmeed Ali
Ira Amilhussin
Lauren Weinberg
Edwin H. Wong

IPSOS
Ian Wright
Kevin J. Thompson
Yvonne Damm

DESIGNER
Diana Young

Source: Qualitative

How can advertisers take advantage of the mindset
for each mobile mode?
task)
when doing this t

Shop

Inform
Ad recal (aware of ads w

Entertain

Search
ll

Navigate
Manage

Connect

Ad engagement (click on ads when doing this task)


How can advertisers take advantage of the mindset
for each mobile mode?

A receptive audience
Inform and Entertain have high ad recall but less ad
engagement than shopping. These modes offer the prospect
of high ad receptivity, but to leverage it means advertising
task)

should be relevant to reflect the consumer’s ‘involved’
mindset
when doing this t

Shop

The Best Performance Vehicle
High recall and high engagement. The mindsets for this
Inform
Enable consumers mode offer advertisers the potential to:
Ad recal (aware of ads w

Similar to Navigate and   • C Connect with consumers (‘involved’ and ‘exploring’)
t ith (‘i l d’ d ‘ l i ’)
Manage, ‘irritation’ is higher Entertain • Be a solution (‘sense of purpose’, ‘irritation’ and
when consumers are in Search ‘concerned’)
mode; they are also ‘exploring.’
Tapping into both mindsets by Search
introducing consumers to
Untapped potential for advertisers
Untapped potential for advertisers
ll

relevant info can be an effective
relevant info can be an effective
strategy. Navigate Navigate and Manage show lower ad recall but relatively
Manage high ad engagement. Advertisers should provide
solutions to address the mindsets of ‘irritation’ ,
‘concerned’ and ‘sense of purpose’

Connect

Ad engagement  (click on ads when doing this task)


There’s also an application for every waking moment
pp y g
(Most commonly used apps by occasion)

Waking up On the go Socializing
Winding down
Winding down Eating
Weather, 56% Navigation, 73% Breaktimes Shopping
Social networking applications, 35%
Working
Utilities, 42% Communication, 42% Social networking applications, 29%
Games & Fun, 62%
Photography, 33% Shopping, 35%
Reference, 46%
Communications, 42% Communication, 28%
Communications, 35% Music, 42% Social networking applications, 33%
Communication, 30% Communications, 23%
Productivity, 43%
Games & Fun, 42%
g pp Social networking applications, 39% 30% 58% Health & Fitness, 25%
, g pp Communication
,
Communication, 58%
Communication, 42% Search 21%
Utilities, 30%
Utilities Search, 21%
Books, 37%
News, 30% Search, 38% Fantasy Sports, 23%
Sports (News and Information), 53%
Fantasy Sports, 27% Food, 20%
Entertainment, 36%
Fantasy Sports, 52% Sports (News and Information), 22%
Medical, 36%

Browser App


QM7. Did you do these activities on your mobile device using an application (app) or by accessing a
website through your browser? Q33. Thinking about a typical day, what type of applications/apps Proprietary and Confidential.
do you use on you mobile device during each of the following stages? Select all that apply for each.

MobiU2011 Lecture: ANLT201 Mobile Modes Research - Yahoo!

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