cocoa chinaevent key_v2_bernie-google
TRANSCRIPT
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Mobile Advertising for Mobile Applications
Aug 27, 2011 Bernard Tay
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agenda
1
2
3
Mobile Application is big
Smartphone Users Are Target Audience
Ad-Funded, In-App or One-Time Download
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Mobile Application Is BIG
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Smartphone Users Are Target Audience?
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31%
USA
Worldwide Smartphone Shares
15%
ZAF
37%
AUS
35%
CHN
23%
IND
28%
THA
62%
SGP
26%
TWN
6%
JPN 27%
KOR
9%
MYS
17%
IDN
35%
HKG 27 %
FRA
33%
ESP
24%
ITA
30%
DNK
18%
DEU 30%
GBR
33%
NLD
21%
AUT
25%
RUS 29%
FIN
30 %
SWE
33%
NOR
14%
TUR
xx%
POL
34%
CHE
29%
CZE
xx%
ISR
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The Spectacular Rise of the Tablet
0
50
100
150
200
250
300
350
400
450
500
2010 2011 2012
Tablets
PCs
Tablet Shipments (millions)
Tablets predicted to reach 25% of PC
shipments in next two years
The iPad is Apple’s fastest-selling
device in history
0
2
4
6
8
10
12
0 Q1 Q2 Q3
iPad
iPhone
iPod
iPad, iPhone, iPod Sales, 3 Quarters
After Launch (millions)
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Devices: 54% currently have their first smartphone.
Brands: They mainly use Nokia, Samsung, Apple.
Web-behaviour: 61% use the internet at least once a day via smartphone. Still heavier web-usage via PC / laptop.
Demographics: More males use smartphones, they are younger (up to 34 years), higher educated and full-time employed.
» Private urban smartphone users in China:
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Used Devices
Base: All respondents, n=1000 Q1: Which, if any, of the following devices do you currently use?
Mobile phone /
Smartphone
Desktop / PC Laptop /
Notebook
Netbook /
Webbook
MP3- / Media
player with
Web access
eReader Tablet PC or
Slate / Pad
Handheld
gaming device
» 97% of urban Chinese citizens use a Mobile Phone / Smartphone
72%
Netcount Laptop / Desktop
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Number and Type of Used Phones
Base: All respondents, n=1000 Q2: And how many mobile phones or smartphones do you currently use? Q6: And which of the following best describes your phones?
1
3
2 + dk
+
dk
+ dk
+ +
» 30% of urban Chinese citizens have more than one phone
67% have one phone
25% have two phones
4% have three phones
4
1% have four phones
dk
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Share of Mobile Phones vs. Smartphones
Base: All respondents, n=1000 Q1: Which, if any, of the following devices do you currently use? Q6: And which of the following best describes your phones?
35%
Smart- Phone
60%
Mobile Phone
» 35% of urban Chinese citizens use a smartphone for personal reasons
97%
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Number of Smartphone & Usage Duration
14
Base: All main privately used smartphones, n=354 Q7: Is your … your first smartphone? Q8: How long have you been using your smartphone?
Yes No
» For 54% of urban smartphone users it is the first smart device
Don‘t know
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Demographics 1/2 All respondents Private smartphone users
Gender Female 50% 44%
Male 50% 56%
Age
18 - 24 Years 17% 24%
25 - 34 Years 31% 39%
35 - 44 Years 23% 21%
45 - 54 Years 18% 11%
55 - 64 Years 11% 5%
Average Ø 36,6 Ø 32,8
Education
Low 22% 8%
Middle 26% 26%
High 51% 65%
Employment Status Active (full + part time) 71% 81%
Inactive 29% 19%
Marital Status
Single 30% 40%
Living with partner 0% 0%
Married 69% 58%
Divorced/ separated 1% 1%
Base: All respondents, n=1000 / Private smartphone users, n=354
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Demographics 2/2 All respondents Private smartphone users
Household Size
1 Person 3% 3%
2 Persons 6% 7%
3 Persons 37% 40%
4 Persons and more 53% 49%
Average Ø 4,0 Ø 3,9
Number of Children
0 Children 53% 53%
1 Child 36% 36%
2 Children 8% 8%
3 Children and more 2% 3%
Average Ø 0,6 Ø 0,6
Household income (monthly)
Top (8.000 RMB or more) 20% 30%
Middle (3.000 – 7.999 RMB) 39% 40%
Low (less than 3.000 RMB) 33% 23%
Base: All respondents, n=1000 / Private smartphone users, n=354
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Are These Your
Target Audience ? ✔
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Ad-Funded, In-App Purchasing And Paid ?
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Ad-Funded
• Advertiser Pays
• CTR, eCPM, CPC
• Recurring Revenue
• Easy option for users
to experience full
features of apps
without paying
In-App Purchase
• User Pays
• Virtual goods
inventory, price per
payment,
• Recurring Revenue
• Great option for users
to try the app with
possibly limited
features
Pay Per Download
• User Pays
• Price of app
• One-Time-Revenue
• Great option for users
who are willing to buy
the app right out, with
either previous
knowledge of the app
(via advertising ?)
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Typical Lifecycle Of Successful App
Integrate monetization SDK & Publish to Appstore
Increase Userbase via Mobile Advertising
Monetize & Use HouseAds to further drive downloads of other versions (x &
up sell)
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Key Takeaways
Mobile App business is exploding and pads expected to drive even more growth
Smartphone users are also the right audience
3 main monetization models available and should be combined in an overall strategy
Time is right now, reach out to Google Mobile team to get started
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