greystripe consumer insights report april 2009greystripe consumer insights report april 2009 date...

Greystripe Consumer Insights Report April 2009

Date Published: April 2009

Author: Katie Berk Marketing Manager Phone: 415 651-2661 Fax: 415 651-2651 [email protected]

2 of 17 | Copyright © 2009 Greystripe, Inc. All rights reserved.

Table of Contents

SUMMARY .................................................................................................................................3

THE DATA..................................................................................................................................3

CONSUMER DEMOGRAPHICS.................................................................................................4

CONSUMER BEHAVIOR: ENTERTAINMENT PREFERENCES ................................................9

CONSUMER BEHAVIOR: CONSUMER ELECTRONIC PREFERENCES..................................7

CONSUMER BEHAVIOR: QSR PREFERENCES.......................................................................8

IPHONE ENGAGEMENT METRICS.........................................................................................13

RICH MEDIA ENGAGEMENT METRICS..................................................................................14

JAVA ENGAGEMENT METRICS..............................................................................................16

ABOUT GREYSTRIPE .............................................................................................................17


Summary In the first Quarter of 2009 Greystripe and other mobile media companies have turned their attention towards the iPhone because of the incredible advertising and content experience for the end user. At Greystripe we continued to improve our full-screen ad format and recently added support for Flash ads on our network. Agencies and their brands are now able to explore not only a wider creative canvas but also their relationship with their customers through the personal mobile screen. To develop that relationship, understanding the mobile audience is more important than ever. This quarter’s Consumer Insights Report reflects our current focus by illustrating who our iPhone user base is and by highlighting how our user reacted to our new Flash ad format. However, our network of Java publishers and Catalog Partners remain a core part of our business and we’ve included a section looking at the performance of this sector as well.

As the mobile industry matures third party verification of campaign performance will become essential. In anticipation of this trend, Greystripe has partnered with several research firms and advertisers to measure the success of campaigns delivered through our network. Most recently we’ve partnered with ComScore on the research side and Axe, LeapFrog, HP, and Burger King on the advertiser side to look at our new Flash ad format. Selected pieces of the results of these studies, specifically those that pertain to our user demographics, can be found in this study. More complete results from these research studies have previously been made public through press releases.

As always, we continue to closely monitor our user base and study how they interact with our ad formats. Greystripe believes understanding the mobile audience is key to the future of the mobile advertising industry. In order to continue to grow the free, ad-supported model in mobile, advertisers need the same key audience and engagement metrics that have been applied to other mediums. These benchmarks create successful campaigns which in turn drive a long term commitment to mobile advertising. As the leading rich media mobile advertising network, Greystripe is committed to providing ongoing data to the mobile industry and to advertisers about users of free mobile content. In this report Greystripe summarizes their preferences and demographics.

The Data This report is based on data gathered from Greystripe users during the first quarter of 2009 (January 1 through March 31). Genre, title/application, and handset/device preferences as well as country information and iPhone engagement metrics are reflective of our entire user base, while additional statistics are based on surveys run in our network during this time period. The sample size is specified for each of these questions. Some of these surveys were conducted internally and others were conducted by comScore; graphs are labeled to identify who conducted each survey. Unless otherwise stated, all data is based on our U.S. iPhone user base.


Consumer Demographics

AGE BREAKDOWN

70% of Greystripe’s users are between the ages of 18 and 44.

GENDER DISTRIBUTION

Greystripe’s audience is split almost evenly between males and females.

EDUCATION LEVEL

84% of Greystripe’s users have attended some college or more, with 53% having a Bachelor’s degree or above.


INCOME LEVEL

42% of respondents have a household income of $78,000 or more, while 15% earn $165,000 or more.

NUMBER OF CHILDREN IN HOUSEHOLD

44% of Greystripe’s users have children.

PURCHASING DECISION MAKER

91% of respondents are either the primary decision maker for purchasing in their household or share the decision-making role.

DECISION MAKING

45% of users make their purchasing decisions based on advertising.


EMPLOYED

74% of Greystripe’s users are employed.

MARRIED

Greystripe’s audience is evenly split between those who are married and those who are not married.

DO YOU EVER TRAVEL?

89% of respondents travel at least occasionally with 17% of those respondents traveling for business.


Consumer Behavior: Consumer Electronic Preferences

PERSONAL COMPUTERS: WHEN PURCHASE NEXT PC

79% of Greystripe’s audience is planning on purchasing a new computer in the next two years and 44% are planning on purchasing one within a year.

PERSONAL COMPUTERS: HOURS/WEEK SPENT ON COMPUTER

68% of Greystripe’s audience spends 20 or more hours on their PC a week 99% spend at least 1 hour a week on their PC.

PERSONAL COMPUTER: MOST TRUSTED SOURCES FOR PC INFO

Greystripe users rely on a wide variety of sources for their PC information.


Consumer Behavior: QSR Preferences

FAST FOOD: HOW OFTEN VISITED

At the time of being surveyed, 88% of Greystripe’s users had visited a fast food restaurant in preceding four weeks.

FAST FOOD: LOCATIONS DINED

Greystripe’s users eat at a wide range of fast food restaurants.


Consumer Behavior: Entertainment Preferences

MOVIES: HOW OFTEN WATCHED IN THE THEATER

99% of Greystripe’s audience goes to the movies at least once a year and 54% go 6 times or more.

MOVIES: SOURCE FOR NEW RELEASES

92% of users find out about new movies from advertising.

MOVIES: DECISION MAKING

50% of Greystripe’s audience decides what movies to see based on the quality of the advertisements.


MOVIES: WHERE WATCHED

Greystripe’s audience watches movies across multiple platforms.

DVDS: HOW MANY PURCHASED

88% of Greystripe’s audience buys DVDs and 48% buy 6 or more DVDs a year.

DVDS: SOURCE FOR NEW RELEASES

84% of Greystripe’s audience learns about new DVD releases through advertising.


DVDS: DECISION MAKING

47% of Greystripe’s audience decides what DVDs to watch based on the quality of the ads.

TV: HOW DO YOU WATCH

Greystripe’s audience watches TV shows across multiple platforms.

TV: SOURCE FOR NEW SHOWS

88% of Greystripe’s audience finds out about TV shows from advertising.


TV: DECISION MAKING

The TV viewing habits of Greystripe’s users are influenced by a variety of factors.


iPhone Engagement Metrics

• Minutes per use: 9.6 • Uses per user: 19.9

• Time spent with games/applications per user: 3 hours 10 minutes

• 46% of users play 5 times or more, 10.2% play 25 times or more

DEVICE BREAKDOWN COUNTRY BREAKDOWN

DOWNLOAD MORE AD-SUPPORTED FREE GAMES/APPS

80% of Greystripe’s users would download another free-ad supported game.

N=210


Rich Media Engagement Metrics

RICH MEDIA/FLASH ADS

Metric Greystripe

Flash Ad Format Online

Flash Ad Format

Average increase in top of mind awareness of brand 10 points 1 point Average increase in awareness of ad 12 points 3 points Average increase in likelihood to recommend brand 2 points 1 point Average increase in purchase consideration 4 points 4 points

GS.TAILGATE RICH MEDIA/FLASH AD STATISTICS

• GS.Tailgate advergames have an average of 22 seconds of interaction

• 10+% of users interact with GS.Tailgate ads

• In a recent GS.Tailgate ad, users touched the screen to interact with the ad a total of 5,291,070 times (or 1.92 times/impressions)

• Playing the GS.Tailgate ad increased the CTR of “buy now” button 4.4% (from 1.5% to 5.9%)

FLASH GAME OR INTERACTIVE FLASH AD VS STATIC AD

Greystripe users were 48% more likely to say they would prefer to interact with an interactive Flash ad rather than a static ad if they had previously experienced a GS.Rich Media Flash ad.

TOP 10 IPHONE APPLICATIONS

Game Developer Game Developer

Beer Pong Jeremy Lazarus Free Speed Norma Cheng

Cookie Bonus Solitaire Amplified Games Origami Rose Adam Schmelzle

Cubes Free Manta Sextuple Word Lite Norman Cheng

Fart for Free Gabe Jacob Sound Grenade High Gloss

Freecell Free Mobilityware WordWarp Mobilityware

By impression, listed alphabetically


TOP 10 IPHONE COUNTRIES

Rank Countries Percent

1 United States 74.8%

2 Great Britain 6.4

3 Canada 4.0

4 Australia 1.9

5 France 1.6

6 Singapore 1.3

7 Japan 1.0

8 Hong Kong 0.7

9 Mexico 0.5

10 Germany 0.5

By impression


Java Engagement Metrics

TOTAL JAVA GAMES DOWNLOADED: 165 MILLION

TOP 20 JAVA GAMES

Game Developer Game Developer

Backgammon Odesys, LLC Origami Rose Adam Schmelzle

Bikini Pool Summer Signal Media LTD Paper Airplane WP Technology Inc

Cafe Solitare Digital Chocolate Planet Riders 3D Fishlabs

Chess Odesys, LLC Rollercoaster Rush Digital Chocolate

Formula Extreme Gameleons SameGame 2 SDW Developments

FreeCell Odesys, LLC Solitaire Odesys, LLC

Funky Monkey in Funky Monkeyland

Handy Games Spider Solitaire Relaxas

HeliStrike 3D Fishlabs Tower Bloxx Digital Chocolate

Mahjongg Match Xing Interactive Wattpad WP Technology Inc

Mobile Aquarium TLogic Zum-zum UFT

By impression, listed alphabetically

TOP 5 JAVA GENRES

By impression. JAVA HANDSET PREFERENCE FOR GAME USERS

The Samsung SGH-E250 is the preferred java handset for Greystripe users. Data is based on ranking by revenue.

Rank Genre Vendor Model Percent

1 Puzzle Samsung SGH-E250 13.4

2 Action Motorola 385 2.9

3 Adventure Samsung D900i 2.1

4 Arcade Nokia 6300 1.9

5 Sports Samsung M500 1.8


About Greystripe Greystripe is the rich media advertising platform for mobile. Greystripe's product suite enables brand advertisers to communicate their brand message with a unique mobile audience, publishers to gain advertising revenue by serving ads through their games, and consumers to play high-quality games for free. Greystripe’s in-game advertising system is protected by a broad array of patents pending and currently serves ads into more than 900 game titles from 200 publishers supporting over 1,400 handset models. Greystripe reaches millions of mobile game players by powering over 180 Catalog distribution partners, through its online portal GameJump.com, on the mobile Web at wap.gamejump.com, and through the iPhone Appstore. Greystripe was named a one of the 10 Most Innovative Companies in Gaming by Fast Company in 2009, an AlwaysOn Global 100 winner in 2008 and 2009, Red Herring Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in 2006. Greystripe also recently won the 2009 CTIA Emerging Technology Award for Mobile Marketing/Advertising. Visit Greystripe at http://www.greystripe.com.

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