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Perspectives on Discoverability

Foundation of Quantum Physics

The quantum world exists as a series of probability waves, an infinite number of potential outcomes

Only when something is observed or measured does the probability wave collapse and a single result is established

Wave Collapse measures and observes the world in multiple different ways, collapsing the various probability waves and establishing a rich perspective on reality

This multi-view approach provides the foundation for strategy optimization using research and insights to drive revenue

Our team...

Advises mobile start ups on how to be more attractive to advertisers and agencies; how to monetize their data; and, how to stand out in the crowded marketplace

Provides thought leadership research to capture the attention of clients and press

Identifies ‘after next’ trends to inform product development

Copyright 2012 Wave Collapse LLC

Online survey in July 2012

1500 people

All own an iPhone, Android, Windows Phone, or

BlackBerry device


A new scientific truth does not triumph by convincing its

opponents and making them see the light, but rather

because its opponents eventually die, and a new

generation grows up that is familiar with it.

Max Planck, Physicist



Discovery

Awareness

Favorability

Consideration

Purchase

Advocacy


Mobile Phone Tablet Computer

80% 78% 88%

I like to use this & look forward to it


53% 47%

63%

<44

Years

Old

Surprises vs Predictable

Multi-tasking vs Single-tasking

Less likely to

own a

Blackberry

or Windows

Mobile

device

Heavier Users

of Mobile

Everything:

Internet

Apps

Music

Games

Love to

Discover

More on this

later…


Active

Passive

Discovery


53% 52%

13% 15%

0%

20%

40%

60%

80%

100%

Mobile Phone Tablet

Never

Less than once a week

Once a week

Couple of times a week

Once a day

Multiple times a day

Active


23%26%

38% 39%35%

31%

50%47% 47%

28%33%

39% 41% 41%

34%

45%

0%

20%

40%

60%

80%

100%

Company Product App Topic Company Product App Topic Website

New Familiar

Mobile Tablet

Which of these have you searched for in the past week?

Active


23%26%

38% 39%35%

31%

50%47% 47%

55%59%

24%

68% 67%64%

28%

72%68%

0%

20%

40%

60%

80%

100%


New Familiar

Mobile Tablet Computer

Which of these have you searched for in the past week?

Active


No new ones37%

A few new ones47%

Mostly new ones

11%

All new ones5%

Mobile Websites

No new ones33%

A few new ones44%

Mostly new ones

15%

All new ones8%

Tablet Websites

Thinking about yesterday and the websites you browsed on your mobile phone/tablet, how many of

them were new, ones you had not visited before?

Active


79%

65%

49%

0% 20% 40% 60% 80% 100%

Computer

Tablet

Mobile

Interest in Using Device to Find New Websites

Active


Mobile/Tablet Active Discovery is actually

rediscovery, not true discovery/exploration

Most searches are for companies/things where people

already have a relationship

Apps need to be a part of your mobile strategy

50% of smartphone owners have searched for an app from

a company they are familiar with in the past week

Need to rely more heavily on passive discovery

Low interest in using mobile to find new websites

Active


32% 32%

56%

38% 39%

46%

61%

70%

26%

0%

20%

40%

60%

80%

100%

Came across a new product or company I hadn't heard about

before

Found a new website I hadn't visited before

Found a new app I hadn't heard of before


In the past day, what have you experienced?

Passive


Came across new

website

84% Visited

Site28%

Searched

for similar

sites

2%

Something

Else

37%

Read

Reviews

about Site

Came across new app

57%

Downloaded

App

69%

Read

Reviews

about App

32%

Searched for

similar apps

2%

Something

Else

Action Taken After Coming Across New Content

Passive


Came across new product/company

37%

Searched

for similar

products/c

ompanies

2%

Something

Else

66%

Read

Reviews

Action Taken After Coming Across New Product or Company

45%

Looked for

it in-store

Passive


15%

29% 30%

12%

22%27%

30%

12%

26%29%

15%

22%27% 29%

0%

20%

40%

60%

80%

100%

Email Friends/ family

Social network

TV Trusted website

Ad Searched for it myself

Mobile Tablet

How did you hear about the new-to-you website/app?

Passive


Driving Passive Discovery is a big opportunity

Few people are coming across new content or companies

while on Mobile and Tablet

Promotes Active Discovery

Advertisements are on par with Social in assisting

Passive Discovery

For websites, apps, and companies/products

Passive


Explorers

People who love to find and experience new things across

their lives, not just in mobile and digital (20%)

Followers

People who have a bit of an exploring streak but are more

likely to follow the path rather than blaze it (60%)

Laggards

People who don’t go looking for new things as often, more

content with what they already know (20%)

Asked how much they agreed with the series of about 16 different statements around discovery in general.

We separated out the groups based on those that overindexed in agreement with the statements

(Explorers), those that were about average (Followers), and those that underindexed (Laggards)


All Respondents

80%

Mobile Phone

Explorers

92%

Followers

81%

Laggards

66%

All Respondents

88%

Explorers

91%

Followers

87%

Laggards

87%

Computer

I like to use this & look forward to it


80%

51%

31%

13%

15%

11%

Explorers Followers Laggards

Once a day

Multiple times a day

How often do you use the search bar each day on Mobile?


40%44%

54% 54% 52%48%

66%61% 59%

11% 13%

21% 23% 22%18%

33% 32% 32%

0%

20%

40%

60%

80%

100%


New Familiar


Which of these have you searched for in the

past week on Mobile?


52% 52%

75%

53%

42%

54%

66%

75%

38%

17% 15%

37%

17%21%

26%

51% 52%

14%

0%

20%

40%

60%

80%

100%

New product/ company

New website New app New product/ company

New website New app New product/ company

New website New app



In the past day, what have you come across?


29%

41%46%

20%

35%38%

35%

9%

23%

15%

9%13% 14%

24%

0%

20%

40%

60%

80%

100%

Email Friends/ family

Social network

TV Trusted website

Ad Searched for it myself


How did you hear about the new-to-you website/app?


Computer

Ads

Mobile

Ads

Tablet

Ads


69%

54%

48%

52%

22%

26%

43%

15%

13%

Clicked/tapped an ad in the past day on these devices


49% 51%

76%

<44

Years

Old

Android (46%)

iPhone (41%)

iPad (58%)

Apple TV (26%)

Roku (16%)

Heavier Users

of Mobile:

Internet

Apps

Music

Games

Video

Social

83% want to

use Mobile or

Tablets to

find new

websites


Share Life Online vsKeeping Life Private

Wild vs Calm


53% 47%

61%

<44

Years

Old


Heavier Users

of Mobile:

Internet

Apps

Music

Games

Video

Social

Android (48%)

iPhone (37%)

iPad (43%)

Apple TV (8%)

Roku (8%)

45% want to use

Mobile to find

new websites


44%

56%40%

<44

Years

Old

Light Users of

Mobile

Android (49%)

iPhone (37%)

iPad (31%)

Apple TV (6%)

Roku (3%)

21% want to

use Mobile to

find new

websites

Predictable vs Surprises

Single-tasking vs Multi-

tasking


Embrace Explorers

Attractive Audience profile

Turn to Mobile frequently & engage with Ads

Increase Passive Discovery efforts to reach Followers

They may not be actively looking, but there are

opportunities for them to stumble across you

They may not tap on ads, but they’ll see your message

Joy Liuzzo

571.293.0021

[email protected]

@joyliuzzo


mis wed 0945 joy liuzzo

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