mobile and cross-device consumers in america - june 2015

US CROSS-DEVICE CONSUMER BEHAVIOR

by Matt OrbanTechnical Sales Engineer, Apsalar

JUNE 2015

Born in Mobile.Built for Mobile.

3Copyright © 2015 All rights reserved worldwide. | www.apsalar.com

3.0DEVICES PERPERSON

US AVERAGE

Source: Sophos 2014

2011

2012

2014

2015

2013

35%

45%

56%

58%

64%

0% 20% 40% 60%

Smartphone Adoption (US)

2011

2012

2014

2015

2013

10%

24%

34%

42%

53%

0% 20% 40% 60%

Tablet Adoption (US)

MOBILE DEVICES SHOW THE FASTEST CONSUMER PURCHASE/ADOPTION RATES IN HISTORY FOR ANY DEVICES


Source: Pew

Research C

enter Internet Survey, 2014

0% 20% 40% 60% 0% 20% 40% 60%


Smartphones as a percentage of total US cellular phones

80%

70%

60%

50%

40%

30%

20%

10%

0%

2014

75%

2013

65%

2012

54%

SMARTPHONES NOW REPRESENT THE VAST MAJORITY OF AMERICAN CELLULAR

TELEPHONE DEVICES IN ACTIVE USE.

Source: comScore 2015


ONLY OVER 55s INDEX BELOW AVERAGE ON SMARTPHONE OWNERSHIP

140%

120%

100%

80%

60%

40%

20%

0%

120

18-24

121

35-34

114

35-44

100

45-54

86

55-64

58

65+

INDEX OF US SMARTPHONE PENETRATION BY AGE

Source: Deloitte, 2014


MOST FREQUENTLY USED SMARTPHONE FEATURES (BY NUMBER OF OCCASIONS)

Texting

Calling

Web Browsing

Email

Social Media

Taking Pictures

Watching Video

Games

Using Maps

Listening to Music

1 23 456 789

10Source: Pew Research Center Internet Survey, 2014


Mobile Only Multi-Platform Desktop Only

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

9% 12%

68%

76%

Dec 2013 Dec 2014

22%12%

Age 18+

18% 21%

67%

Dec 2013 Dec 2014

74%

15%5%

Age 18-34

5% 6%

Dec 2013 Dec 2014

77%

84%

18% 10%

Age 35-54

3% 6%

Dec 2013 Dec 2014

57%

68%

40%

26%

Age +55

Share of Demographic Audiences by Platform Usage

VAST MAJORITY OF ALL KEY DEMOGRAPHICS BROWSE WITH MORE THAN ONE TYPE OF DEVICE.

comScore 2014Source: comScore 2014


MOBILE NOW REPRESENTS 60% OF TOTAL US CONNECTED TIME. APPS NOW REPRESENT 86% OF TOTAL MOBILE TIME AND A MAJORITY OF TOTAL CONNECTED TIME.

PC Web,

40%Mobile Apps,

52%

8%Mob

ile W

eb,

Perc

ent o

f total US Internet time consumed by device type



Desktop TabletSmartphone

17%

-1%

28%

SMARTPHONE AND TABLET SEARCHES DRIVING MOST SEARCH CATEGORY GROWTH

Y/Y Growth in Total Searches by PlatformSource: comScore qSearch Multi-Platform, U.S., Q4 2014



Desktop TabletSmartphone

86%

52%46% 48%

10%9%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

Monthly Daily

PC STILL ATTRACTS MORE VIDEO VIEWERS, BUT MOBILE PLATFORMS NOW MAKE A STRONG SHOWING

Video Viewer Penetration by Platform: Monthly vs.Daily



PortalsBusiness Finance

Entertainment - NewsMultimedia

RetailSports

News InformationHealth - Information

LifestylesPersonals

Social NetworkingOnline Gaming

WeatherMaps

Photos

73% 70% 61% 61% 51% 50% 50% 48% 41% 38% 26% 13% 13% 10%7%

27% 30% 39% 39% 49% 50% 50% 52% 59% 62% 74% 87% 87% 90%93%

Share of Content Category Time Spent by Platform

Desktop Mobile

DIFFERENT TYPES OF INFORMATION ARE CONSUMED DIFFERENTLY BY DEVICE TYPE



Mobile Phones Users’ Regular In-Store ActivitiesBased on a survey of more than 25,000 mobile phone users aged 15 and older in 23 countries

40% 40%

36%

29%

February 2015

28%

23% 22%

“When you are in a store, which of the following do you regularly do with your moble phone?

Compare prices Contact friend orfamily for advice

Take picture ofpictures

Take pictures ofadvertisements

Scan barcodes orQR codes

Buy productsthrough an app

Buy productsthrough a website

MOBILE ACTIVITIES THAT SMARTPHONE USERS ENGAGE IN WHEN SHOPPING AT RETAIL

Source: GFK 2015


95DOWNLOADS PER

SMARTPHONE

Yahoo/Aviate 2014

APP DOWNLOADS PER DEVICE CONTINUE TO CLIMB


mCommerce Share of Total Digital Commerce DollarsSource: comScore mCommerce Measurement

15.4%

13.0%

11.1%11.1%11.5%11.7%

10.8%

8.6%

10.5%11.3%

9.8%

8.1%

9.3%9.0%8.8%

6.6%

5.8%

3.6%

2.4%

1.8%

Q22010

Q32010

Q42010

Q12011

Q22011

Q32011

Q42011

Q12012

Q22012

Q32012

Q42012

Q22013

Q22013

Q32013

Q42013

Q12014

Q22014

Q32014

Q42014

Q12015

mCOMMERCE SHARE OF eCOMMERCE CLIMBING RAPIDLY.



mCOMMERCE GROWTH 26X FASTER THAN TOTAL RETAIL SALES GROWTH AND ALMOST 6X ECOMMERCE GROWTH

+2%

Total Discretionary Retail eCommerce mCommerce

+60%

+50%

+40%

+30%

+20%

+10%

+0%

+9%

+53%

Q1 2015 Y/Y Retail Spending Growth by ChannelSource: Dept. of Commerce, comScore e-Commerce Measurement


Toys & HobbiesVideo Games, Consoles & Accessories

Jewelry & WatchesMusic, Movies & Videos

Flowers, Greetings & Misc GiftsEvent Tickets

Digital Content & SubscriptionsSport & Fitness

Apparel & AccessoriesHome & Garden

Books & MagazinesTotal Digital Commerce

Furniture, Appliances & EquipmentComputer Software

Office SuppliesConsumer Electronics

Consumer Packaged GoodsComputers / Peripherals / PDAs

General Services

37%

37%

31%

29%

26%

26%

24%

22%

19%

17%

17%

15%

15%

11%

10%

10%

9%

7%

3%

63%

63%

69%

71%

74%

74%

76%

78%

81%

83%

83%

85%

85%

89%

90%

90%

91%

93%

97%

Desktop MobileSource: comScore 2014

Share of Digital Commerce Spending by PlatformSource: comScore eCommerce & eCommerce Measurement, Q1 2015

mCOMMERCE SHARE OF TOTAL ECOMMERCE VARIES SIGNIFICANTLY BY CATEGORY



32.0%

2013

36.5%

2014

40.5%

2015

44.5%

2016

Share of US Companies Using Mobile Coupons for Marketing Purposes, 2013-2016

% of total

Source: eMarketer 2014

MOBILE COUPON ISSUANCE IS EXPLODING


US Adult Mobile Coupon Users and Penetration, 2013 - 2016

MOBILE COUPON ISSUANCE IS EXPLODING

Adult mobile coupon users % of digital coupon users% of mobile device users

28.4% 35.7% 41.2% 45.7%

61.4M

59.3%

70.0M

78.7%

76.5M

92.5%

82.0M

104.1%

2013 2014 2015 2016

Source: eMarketer 2014


Improve customer engagement

Increase lead generation

Increase brand awareness

Increase website traffic

Increase sales transactions

Improve customer service

Increase email opt-in list

Increase SMS opt-in list

55%

40%

39%

36%

33%

26%

15%

8%

Most Important Objectives for Mobile Marketingamong global marketers using or planning to use mobile marketing

ENGAGEMENT, LEAD GEN AND AWARENESS GROWTH ARE THE MOST COMMON OBJECTIVES FOR MOBILE MARKETING

June 2014

Source: Ascend / Research Partners

CLICKS AND REDIRECTS ARE THE MOST COMMON MOBILE MARKETING KPIs


ClickthroughsMobile site traffic

Traffic pass-through to main websiteText massage opens

Ad impressionsLeads generated via mobile

eMail/other non-mobile sign-upsContent engagement

Bar code/QR/tag scansApp downloads

Opt-ins to receive alerts, other massagingApp engagement

Incremental sales via MobileCoupons/offer redemptions

Type of device used to access mobile site/appIn-store traffic

Geographic location site/app accessed fromTime of day mobile site or app accessed

Other

58%

24%

12%

28%

24%

10%

37%

24%

10%

26%

15%

43%

24%

12%

27%

16%

11%

25%

15%

Most Popular Mobile Marketing MetricPercent of respondents who use this metric

May 2014

What metrics to you use gauge theimpact of your/your clients; mobilemarketing (Select all that apply.)”


We often move from one screen to another while shopping

67%

of us start shopping on one device and

continue on another

MOST CONSUMERS USE MULTIPLE DEVICES DURING THEIR BUYING PROCESS

Source: Google, IPSOS 2013


61%

Continue on a PC/Laptop

19%Continue on

a Smartphone

10%Continue on a PC/Laptop

4%Continue

on a Tablet

5%Continue

on a Tablet

61% Start on a Smartphone

25% Start on a PC/Laptop

11% Start on a Tablet

Consumers take a multi-device path to purchase

MULTI-DEVICE USAGE VARIES BY CATEGORY

Source: Google, IPSOS, 2013


ABOUT APSALARApsalar, the leader in mobile data management, helps direct marketing brands get better marketing effectiveness by providing a mobile data management platform that delivers a true understanding of customer behavior in apps and across other marketing channels. The Apsalar Mobile DMP enables brands to measure marketing effectiveness, enhance, manage, enrich and segment profiles to build audiences, and easily and safely connect to other marketing

partners so brands can confidently share their data and audiences.

MOBILE DMP

APSALAR ATTRIBUTION

Collect and measure in-app consumer behavior and marketing performance. Measure every in-app

action relevent to your buinesss

APSALAR AUDIENCES

Unite your first party data from all sources, enrich it with third party data, and build high performance

marketing audiences

APSALAR DATASYNC

Easily and safely share customer audiences and data with your digital

marketing platforms, including analytics, marketing automation,

media companies and legacy DMPs

Copyright 2015, Apsalar. All rights reserved.

All other brand names mentioned herein are trademarks or registered trademarks of their respective companies.

mobile and cross-device consumers in america - june 2015

Marketing

platform source

total mobile time

daily source

person us average source

total us connected time

smartphone adoption

mobile apps

mobile platforms