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  • February 16-17, 2016 RAMADA Hotel Alexanderplatz

    Berlin

    Organized by

  • Gold Sponsor

    Silver Sponsor

    Video Sponsor Networking Reception Sponsors

  • Yahoo 2016 Confidential & Proprietary. 3 Yahoo 2014 Confidential & Proprietary.

    Innovation through Insights The view from Yahoo

    PRESENTED BY Eva Herzog⎪ 16th February 2016

  • Yahoo 2016 Confidential & Proprietary. 4

    The compression of product cycles

    A D O P T I O N C U R V E F O R M O D E R N C O N V E N I E N C E S

    100

    50

    1900 1915 1930 1945 1960 1975 1990 2005

    Source: Visual Economics

    TELEPHONE

    ELECTRICITY

    AUTO RADIO

    STOVE

    CLOTHES DRYER

    MICROWAVE

    DISHWASHER

    COLOR TV

    CELL PHONE

    INTERNET

    VCR

    FRIDGE

    CLOTHES WASHER

    AIR CONDITIONING

    COMPUTER

  • Yahoo 2016 Confidential & Proprietary. 5

    ‘I find

    content’

    Old

    World

    ‘Content

    finds me’

    New

    World

    Content

    consumed in

    fixed silos.

    Interruption-

    tolerance

    ‘advertising’

    relationship.

    Constant feed of

    relevant content

    flows to them.

    Happy to accept

    sponsored content

    in return for

    aggregation

    services.

    News

    Music

    Connection

    Interests

    Visuals

    Humour

    New World Order of digital consumption

    News

    Connection

    Visuals

    Music

    Interests

    Humour

    Source: Return on Inspiration Qualitative Research, EMEA Yahoo 2015

  • Yahoo 2016 Confidential & Proprietary. 6

  • Yahoo 2016 Confidential & Proprietary. 7

    Where to start?

  • Yahoo 2016 Confidential & Proprietary. 8

    Goal #8: Understanding Our Users

    Spend an hour,

    learn a lot

    Insight as cultural foundation

  • Yahoo 2016 Confidential & Proprietary. 9

    Increase

    stickiness

    Increase

    app

    downloads

    Sell more

    product

    Increase

    customer

    satisfaction

    Drive

    considera-

    tion of

    product

    Shift from

    PC to

    mobile

    Shift from

    mobile web

    to app

    Understand

    user appetite

    Increase

    ROI

    Drive usage

    across

    product

    range

    Drive more

    time spent

    Shift brand

    perceptions

    Inspire the

    audience

    Increase

    market

    share

    Drive word

    of mouth

    Memorable

    Broaden

    target

    audience

    Drive

    unique

    users

    Laser focus on the core goal

    Increase

    purchase

    intent

    What do we

    want to

    achieve?

  • Yahoo 2016 Confidential & Proprietary. 10

    Yahoo Research

    Mobile Video Native Social

  • Yahoo 2016 Confidential & Proprietary. 11

    SMARTPHONE DOMINANCE

    T H E S H I F T T O

  • Yahoo 2016 Confidential & Proprietary. 12

    US: 2,768

    UK: 1,010 DE: 1,016

    FR: 1,011

    Methodology: Quantitative + Analytics WHO

     5,805 18-64 year old

    smartphone owners

     Data population and

    ownership

    WHEN

    January 2015

    WHAT

    30-minute online survey

    FLURRY ANALYTICS

    Aggregated All Global Data

    from January 2015

    Source: Smartphone Dominance Research, Global Yahoo 2015

  • Yahoo 2016 Confidential & Proprietary. 13

    57% WITHIN 5 YEARS

    SMARTPHONE DOMINANT

    18% TODAY 47% WITHIN 2-3 YEARS 67% AT SOME POINT

    33% NOT LIKELY TO BE

    Currently, 1/5 of users are Smartphone Dominant

    Source: Smartphone Dominance Research, Global Yahoo 2015

    Mobile

  • Yahoo 2016 Confidential & Proprietary. 14

    Light

    This 20% dominates the most sessions and time spent on mobile devices

    21%

    87% 78%

    30%

    11% 19%

    49%

    2% 3%

    DEVICES SESSIONS TIME SPENT

    Medium

    Heavy: Smart Phone Dominant

    DEVICE USAGE

    Source: Smartphone Dominance Research, Flurry data, Global Yahoo 2015

    Mobile

  • Yahoo 2016 Confidential & Proprietary. 15

    FULL-SIZE TABLETS

    9.74 MIN

    Screen size correlates to engagement

    SMALL TABLETS

    6.88 MIN MEDIUM PHONES

    4.18 MIN

    SMALL PHONES

    3.8 MIN

    Average time spent per session | Minutes

    The Industry

    responded with

    more Phablet

    choices

    Mobile

    Source: Smartphone Dominance Research, Flurry data, Global Yahoo 2015

  • Yahoo 2016 Confidential & Proprietary. 16

    78% It's more efficient to do

    things on my computer

    than on my smartphone

    More efficient, better user experiences will accelerate the shift Factors that are holding back consumers from being Smartphone Dominant Among Future Smartphone Dominant Users

    UX

    (easier to type, read, easier

    to browse/compare)

    67%

    Data & Internet

    Improvements

    54%

    Better Apps

    44%

    Source: Smartphone Dominance Research, Global Yahoo 2015

    Mobile

  • Yahoo 2016 Confidential & Proprietary. 17

    AGE 13-17

    AGE 18-24

    AGE 25-34

    AGE 35-54

    AGE 55+

    51%

    47%

    35%

    38%

    17%

    28%

    31%

    36%

    37%

    30%

    21%

    22%

    29%

    25%

    53%

    Medium User Light User Heavy User

    Smartphone Dominant consumers are more likely to be younger

    Source: Smartphone Dominance Research, Flurry data, Global Yahoo 2015

    Mobile

  • Yahoo 2016 Confidential & Proprietary. 18

    Technology Equals Identity A study of Gen Z

  • Yahoo 2016 Confidential & Proprietary. 19

    Listened to in their natural environment

    Source: Gen Z Research, Germany Yahoo 2015

    Secondary Analysis Online Diary Webcam Interviews Online-Survey

    Synopsis of existing

    studies on Gen Z

    Moderated,

    partly-structured

    Online Diary

    Follow-up individual

    interviews

    Comparison Gen Z vs.

    Online total

    7 days 90 minutes per interview 20 minute survey

    N=20 N=8 (out of 20 participants of the online-diary)

    N=734 12-19 years old

    N=929 20+ years old

  • Yahoo 2016 Confidential & Proprietary. 20

    Smartphone is the #1 go to device for Gen Z

    12 to 15

    years

    Yahoo 2016 Confidential & Proprietary.

    “My phone helps

    me organizing my

    daily life”

    62% 46%

    76% 86%

    Source: Gen Z Research, Germany Yahoo 2015

    Mobile

  • Yahoo 2016 Confidential & Proprietary. 21

    Use of mobile internet is significantly higher

    1,7h 0,9h 0,5h

    2,7h 2,0h 0,8h

    GenZ

    Onliner

    2,3h

    1,2h

    2,7h

    3,2h

    Source: Gen Z Research, Germany Yahoo 2015

    Mobile

  • Yahoo 2016 Confidential & Proprietary. 22

    The beginning of a new era?

    “My cell phone is more

    entertaining than my TV” 60%

    21%

    Watch online

    videos daily 66%

    24%

    Source: Gen Z Research, Germany Yahoo 2015

    Video

  • Yahoo 2016 Confidential & Proprietary. 23

    Short videos are most relevant, while catch-up TV is a lot less important

    92

    47

    29

    23

    18

    Short videos on YouTube, MyVideo,

    Vimeo etc.

    Videos on social networks

    TV-shows on websites of

    TV channels

    Movies and series on fee-based

    platforms

    Videos on news websites

    90

    46

    41

    22

    32

    16

    23

    12 to15 years

    old

    Source: Gen Z Research, Germany Yahoo 2015

    Video

  • Yahoo 2016 Confidential & Proprietary. 24

    Growing up with digital also means …

    “I am used to Advertising”

    25%

    41% 39%

    12 to 15

    years

    Source: Gen Z Research, Germany Yahoo 2015

    Native

  • Yahoo 2016 Confidential & Proprietary. 25

  • Yahoo 2016 Confidential & Proprietary. 26

    Non-reactive attention measurement via eye-tracking

  • Yahoo 2016 Confidential & Proprietary. 27

    93% see the native ad

    on a desktop

    High visibility with native ads

    85% see the native ad

    on a smartphone

    21% higher visibility

    than mobile