Social Mobile Trend Report

8/7/2019 Social Mobile Trend Report

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page 2010 appssavvy. All rights reserved. Confidential and proprietary.

Social Mobile Trend ReportMarch 2011

Mattan Griffel

[email protected]

Report ContributorsLo Noroa, Lindsey Emanuel,

Vicki Shapiro


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Mobile Platforms Are the New Frontier

2


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For the first time ever, mobile + tablet > total PCs

0

100,000

200,000

300,000

400,000500,000

600,000

700,000

800,000

900,000

2005 2006 2007 2008 2009 2010 2011E 2012E 2013E

Global Unit Shipments

Desktop PCs Notebook PCs Smartphones Tablets

3

Source: Katy Huberty, Ehud Gelblum, Morgan Stanley Research.Data and Estimates as of 2/11


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Google and Apple are leading the way

4

Source: Canalys estimates, Canalys 2011

0 10 20 30 40

Global Smartphone Market Share

Q4 2009 shipments (M)

Q4 2010 shipments (M)

+30%

+36%

+86%

+615%

-20%

+65%others


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Tablets are prepared to make a big push

42%

59%

49%

68%

67%

60%

Internet

Email

Social Networking

Satisfaction with Mobile Content via Tablet vs.Smartphone

Smartphone

Tablet

5

Source: The NPD Group, Evolving Technology Trends as cited in press release, Feb 18, 2011


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Apps Are Playing a Critical Role in Mobile Growth

6


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App downloads have exploded

01

2

3

4

5

67

8

9

10

0 1 2 3 4 5 6 7 8 9 10

Cumulative # of downloads, iTunes Music /

Video / Movies vs. Apps

iTunes Apps

7

Source: Apple

Quarters after Launch

#

ofDownloads(billions)


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Using apps is the #3 activity on Smartphones

89%

80%

77%

59%

59%

52%

41%

38%

11%

Check Email

Browse the web

Use apps

Chat or instant message

Participate on social media

Play games

Listen/download music

Watch videos

Read Books

Activities of US Smartphone Owners

8

Source: eMarketerNote: Survey of smartphone owners who watch local news 2+ times per week


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Smartphones are enabling new kinds of activities

Telephony; 32%

Mail App; 9%

All Other; 47%

Web/Web Apps;

12%

Time Spent on Mobile Functions

9

NEW ACTIVITY

Maps Games Social Networking Utilities More

Phone Skype Messages

Source: AppsFire 1/11Note: Android users show a slightly higher % browsing activity


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Its A Youth Thing

10


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Younger audiences are more likely to activelysearch out apps

App

Downloaders

Use Preloaded

Apps Only

Age18-29 47% 22%

30-49 39% 46%

50+ 14% 31%

11

Source: Pew Research Center s Internet & American Life Project, April 29-May 30, Tracking Survey


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Younger audiences expect more from their devices

Have you used your mobile device to?

Millennials Gen X YoungerBoomers

OlderBoomers

Silent Gen G.I. Gen

Ages (18-34) (35-46) (47-56) (57-65) (66-74) (75+)

Take a picture 91% 83% 78% 60% 50% 16%

Send/receive texts 94% 83% 68% 49% 27% 9%

Access theinternet

63% 42% 25% 15% 17% 2%

Play a game 57% 37% 25% 11% 10% 7%

Record a video 57% 39% 23% 11% 7% 4%

Send/receiveemail

52% 35% 26% 22% 14% 7%

Play music 61% 36% 18% 10% 7% 5%

Send/receiveinstant messaging

46% 35% 22% 15% 13% 6%

12

Source: Pew Research Center s Internet & American Life Project, April 29-May 30, Tracking Survey


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Time Shifting to Mobile Social Usage

13


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US Mobile Social Networks will grow 15% avg. YOY

14

Source: eMarketer

23.8

38.9

49.4

58.565.6

72.879.1

0

16

32

48

64

80

96

2009 2010 2011 2012 2013 2014 2015

US Mobile Social Network Users

+26.9%

+18.5%

+12.2%

+10.9%+8.7%


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Social networking is the fastest growing mobilecategory

010

20

30

40

50

60

70

80

SocialNetworking

Classifieds OnlineRetail

Maps Weather PersonalEmail

Mobile Categories in US by Total Audience

Dec 2009 Dec 2010

15

+56%

+55% +53%

+46%

+45%

+39%

Source: comScore MobiLens, 3 mo. avg ending Dec-2010 vs. Dec-2009

(millions)


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Social features accelerating mobile usage

16

Location SharingCommunication Gaming

FB Connect for Mobile Built in Friend Connectivity, Share, Virality

Loopt WhrrlTwitter GroupMe ngmoco OpenFeint


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Social companies are seeing strong mobile trends

17

200M mobile users vs. 50M in 09/092x more active than desktop-only users

Mobile = 50% of total activeusers, vs. 25% Y/Y

Mobile = 40% of all tweets

100M mobile users vs. 50M Y/Y Adding 3M users per month50% of all users subscribe on mobile

Source: Kleiner Perkins Caulfield Byers, Top Mobile Internet Trends 2/11


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The Future of Social Mobile

18


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The future of social mobile

19

Mobile as a multi-screen

tool

The rise of mobile social gaming

Mobile shopping apps

changing behavior & drivingfoot traffic

A shift from paid apps to free

apps with premium content


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Appendix:Opportunities and Challenges for Marketers

20


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The outlook for mobile advertising is bullish

$0.0

$500.0

$1,000.0

$1,500.0

$2,000.0

$2,500.0

$3,000.0

2009 2010 2011 2012 2013 2014

US Mobile Ad Spending, by Format

Video

Search

Display

Messaging

21

Source: eMarketer

(millions)


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Mobile can be 5-6x more effective than online ads

15

14

12

10

9

9

6

3

2

2

3

2

Ad awareness

Message association

Purchase intent

Brand favorability

Aided awareness

Unaided awareness

Mobile and Online Advertising's Effect on BrandMetrics in the US

Mobile Norms Online Norms

22

Note: delta defines as point difference in exposed vs. control groupsSource: InsightExpress, Digital Consumer Portrait, May 4, 2010

(a

veragedeltaabove

control)


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Building and marketing your own app is difficult ina cluttered market

23

Average # of apps

on their phone

All adults with apps 18Age 18-29 22

Age 30-49 16

Age 50+ 13

Source: Pew Research Center s Internet & American Life Project, April 29-May 30 2010 Tracking Survey.N=694 adult cell phone users with apps.


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Over 25% of apps are abandoned after download

24

22%

26% 26%28%

Q1 2010 Q2 2010 Q3 2010 Q4 2010

% of apps only used once

Source: Localytics


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MOBILE SOCIAL

The brand opportunity is to leveragepre-existing social activity across

mobile social

25

GiftsCheck-insMissions / QuestsCommunitiesConsumablesPhoto sharing


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Branded mobile social activity is impactful

26

Source: ngmoco, Interpret

57%

23%

29%

Mobile AdAwareness

47%

14%

4%

MessageAssociation

40%

11%

10%

ConsiderationIntent

appssavvy WindowsCampaign

Mobile AdInsightsNorms

Mobile AdInsightsNorms (Technology)

Delta = Control - Exposed

Microsoft Windows 7 Mobile Cloud


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mobile properties to help you reach your audience

27

Capture moments using photos,location, and updates. Share live

via iPhone, Facebook and TwitterDeveloper behind nearly 20games that dominate the top

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Documents

Social Mobile Trend Report