Sponsoredby:

MOBILE TRENDS THAT MATTERGENE KEENAN

Sponsoredby:

FEATURE PHONES ARE DEAD• More than a third of mobile owners have a smartphone

0%

13%

25%

38%

50%

All mobile owners18-24 yr olds

25-34 yr olds35-44 yr olds

45-54 yr olds55-64 yr olds

13%20%

24%29%

21%21%

5%8%18%19%15%13%

Own a regular mobile & a smartphoneOwn a smartphone only

34% 36%

48%

28%

18%

42%

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YOU SAY EITHER I SAY EITHER

0%

25%

50%

75%

100%

Social Networking Search/Portal Photo/Video News/Sports/Weather Commerce Mobile Content

44%39%36%

53%46%

55%

16%12%20%

15%9%

19%

41%50%

44%

32%

45%

26%

How did you access the below in the past week?

Mobile Internet OnlyMobile App OnlyBoth Mobile Internet & App

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MOBILE USEAGE DOES NOT MEAN ON THE GO

0%

25%

50%

75%

100%

Send/receive text messages

Use the internet to visit w

ebsites

Use mobile applications

Play mobile games

Listen to music

Watch videos on your mobile phone

Send/receive email

Check-in

Update a social networking site

63%58%62%56%55%53%72%

57%47%

37%42%38%44%45%47%28%

43%53%

Where are you most of the time when you do the following on your mobile phone?

At HomeSomewhere else

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Number of Searches

Search Criteria

WASTE MANAGEMENT

source: google

Sponsoredby:

Number of Searches

Search Criteria

7 Feb 201014:30

7 Feb 201015:00

7 Feb 201015:30

7 Feb 201016:00

WASTE MANAGEMENT

source: google

Sponsoredby:

Go Daddy

Number of Searches

Search Criteria

7 Feb 201014:30

7 Feb 201015:00

7 Feb 201015:30

7 Feb 201016:00

WASTE MANAGEMENT

source: google

Sponsoredby:

Go Daddy

DockersNumber of Searches

Search Criteria

7 Feb 201014:30

7 Feb 201015:00

7 Feb 201015:30

7 Feb 201016:00

7 Feb 201016:30

WASTE MANAGEMENT

source: google

Sponsoredby:

Go Daddy

DockersThe WhoRoger DaltryPete Townsend

How to impress a French girlNFLSuperbowl 2010Peyton Manning

Number of Searches

Search Criteria

7 Feb 201014:30

7 Feb 201015:00

7 Feb 201015:30

7 Feb 201016:00

7 Feb 201016:30

7 Feb 201017:00

7 Feb 201015:30

7 Feb 201018:00

WASTE MANAGEMENT

source: google

Sponsoredby:

6 clients 6 different verticals

EVERYONE IS DOING IT[search using a mobile device: not mobile search per se]

source: google

Sponsoredby:

MOBILE DOMINATING EVERYWHEREIn a store

87%

At a Sporting event38%

In a doctorʼs office or hospital

57%

While flying on a plane14%

During church service9%

During a movie at the theatre22%

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Discount coupons used more often Price more important than brand/quality

NEW HIERARCHY OF NEW BEHAVIORSHi

erar

chy

of ta

ctic

s fo

r cop

ing

with

the

rece

ssio

n

More Advance Purchase Research

Seeking Better Value

Using Different Channels

Reduced Volume

Word-of-Mouth

More time looking for special promotions Visiting a number of retailers to find best

Discount stores More online shopping More online auctions

Fewer visits to retailers

Peer reviews - 1:1 and through

Sponsoredby:OLD MODELS NO LONGER ADEQUATELY DESCRIBE WHATʼS HAPPENING

Awareness

Purchase

Consideration

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10

ITʼS NOT LINEAR. ITʼS A DYNAMIC PROCESS

continuous iterations

53%*Built up List

66%*Refine List

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FROM PATHS TO JOURNEYS:THE NEW SHOPPER PARADIGM - MOBILE IS KEY ALONG THE ENTIRE JOURNEY

‘Post-tailing’‘Retailing’‘Pre-tailing’

Need Researc Purchase Post Purchase

WOM Feedback Loop

In-storeresearch

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MOBILE IS CRUSHING IT

Sponsoredby:

18% OF MOBILE OWNERS HAVE PURCHASED SOMETHING ON THEIR PHONE; 35% OF SMARTPHONE OWNERS

0%

13%

25%

38%

50%

MP3

mus

ic

Appli

catio

n

Ring

tone

Elec

tronic

sDV

D or

Blu-

Ray m

ovie

Mus

ic to

play

on

my p

hone

Clot

hing

Book

s

Hote

l res

erva

tions CD

Airlin

e tic

kets

Stre

aming

mov

ie

Groc

eries

22%24%

26%27%27%

34%34%35%35%36%37%40%

49%What did you purchase?

Mostly iPhone Users

Sponsoredby:

CONNECTED DEVICES?

Sponsoredby:

Sponsoredby:

HOW MANY DEVICES EXIST?

Sponsoredby:

Internet(1.8BB)

Connected Devices(10BB)

Sponsoredby:

Internet(1.8BB)

Connected Devices(10BB)

Sponsoredby:

?

OVER 500 DEVICES IN USE TODAY BY 13-17 YO

Sponsoredby:

3.8 Million

iPhoneAndroidRIM

TEENS - MOBILE PHONES - CONNECTED DEVICES

Sponsoredby:

3.8 Million

iPhoneAndroidRIM

iOSAndroidRIM

13.8 Million

73%

TEENS - MOBILE PHONES - CONNECTED DEVICES

iPod Touch Is The Difference

THANKS