Mobile Search – Local Relevance

Andy Chu – Director of Mobile Product Management Microsoft

Conclusion

Bing Momentum

Key Trends

Agenda for the Day

USERS13.2% Explicit

Share

+65% Growth(Since Launch)

Over Index on 18 to 24

DEMOGRAPHICS+72% Heavy & Medium

27M New

LOCALVISUALLY ORGANIZED TASK CENTRIC40% More Efficient+344% in Mobile Volume

+224% in Mobile UU

KEY TRENDS

Mobile Search Opportunities

Task Completion

Local

Saving Money

21steps to chose a local

restaurant

• 1.5x more typos than PC users

• 60% rate alternate inputs as lead enabling experience

• 70% of task completions happen within 1 hour

• 100s of apps to find and manage

50% Interested in redeeming mobile

coupons

• ~56% iPhone users compare prices

• 5.3% of consumers redeemed mobile coupons

• 39% of U.S. merchants plan to employ mobile couponing in next 12 months

• 46% of queries are infotainment

• Top category searches are Movies and Restaurants

• “Checking in” becoming ubiquitous

53%of queries have local

intent

Top “Search” Apps (3 Month Period*)Communications

Weather

Navigation/Maps

Streaming Videos

Social Networking

Music

Finance

Reference

Retail/Shopping

Sports

Entertainment

Horizontal Search

News

Books

Travel

Business

Social Feeds

Health

100%

97%

97%

96%

81%

77%

75%

63%

55%

45%

42%

40%

37%

30%

21%

19%

12%

9%

Example: 97% of phones

used at least once

* April 2010

Reach for Two Key Search App per Day

Retail/Shopping Entertainment

42% of phones used search app at least once

in the 3 months

55% of phones used search app at least once in

the 3 months

30% of phones

used both

12% of phones used

Entertainment search

only

25% of phones used Retail/

Shopping only

*Reach is based on any usage during the 3 month timeframe

iPhones Search Volume

50%

8%

30%

31%

20%

61%

App Usage vs. Browse Concentration

iPhones Search App-DaysSearch Volume0%

20%

40%

60%

80%

100%

50%

28% 30%

30%

35% 34%

20%

37% 36%

Application (April 2010)

iPhones Search Volume

50%

10%

30%

27%

20%

63%

PC (June 2010)

Mobile (April 2010)

Light App Users Moderate App Users Heavy App Users

Wherever you go, there we are.Bing for Mobile offers coverage for nearly every smartphone.

iPhone App Android AppRIM

BlackBerryWindows Phone 7 Rich Browser

LOCALVISUALLY ORGANIZED TASK CENTRIC

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