A DEEP DIVE INTO THE MOBILE AUDIENCE

Mobile vs. PC

Market

58% of adults own a smartphone and 42% own a tablet

60% of digital media time spent is on mobile

2014 Global Shipments

Tablet PC Mobile

308 M 256 M

1.9 BN

http://www.gartner.com/newsroom/id/2791017http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/http://www.comscore.com/layout/set/popup/content/download/26883/1364593/version/2/file/The_State_of_the_Mobile_Industry.pdf

Usage

Growth Over the past year, there has been a 20% increase in smartphone subscribers

Tablet shipments have increased by 52%

Overall, mobile data traffic has experienced growth at 81%

http://www.gartner.com/newsroom/id/2791017http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/http://www.comscore.com/layout/set/popup/content/download/26883/1364593/version/2/file/The_State_of_the_Mobile_Industry.pdfhttp://www.kpcb.com/internet-trends

Who?

Source: Mintel.

Who? People with a higher income are heavier mobile users

$

https://www.adobe.com/aboutadobe/pressroom/pdfs/Mobile_Shopping_Retail_App_Usage_on_the_Rise_Infographic.pdf

Where?

83% of people do not leave home without their smartphones

84% of consumers use smartphones while on-the-go

96% use smartphones while at home

80% of tablet usage takes place at home

http://academic.mintel.com/display/708997/ http://services.google.com/fh/files/misc/omp-2013-us-en.pdfhttp://www.utexas.edu/courses/kincaid/DigitalMetrics/projects/projectmobilesummerreadings/140527Adobe-2013MobileConsumerSurvey.pdf

How?

http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/

Text 81%

Take Pictures or Videos 73%

Play Games 68%

Watch Videos 63%

Surf the Internet 60%

Check E-mails 52%

Download Apps 50%

Listen to Music 48%

Read the News 45%

How?

What Advertisers Have Access To:

Source: TechCrunch

Let’s go

shopping Mobile shopping sales increased 36% from 2012 to 2013.

70% of smartphone shoppers use a store locator

40% of online adults make a purchase online, 19% on smartphone and 17% on tablets.

http://academic.mintel.com.ezproxy.lib.utexas.edu/display/680551/ http://academic.mintel.com/display/708997/ http://www.nielsen.com/us/en/insights/news/2013/a-mobile-shoppers-journey--from-the-couch-to-the-store--and-back.html

Advertising

Mobile is a PowerhouseShare of adults making a purchase in the past month due to a mobile ad is similar to that of TV

Mobile Ads score higher than Desktop Ads in awareness, favorability, likelihood to recommend, and purchase intent

81% of users use a smartphone and television simultaneously

http://academic.mintel.com/display/708998/http://www.comscore.com/layout/set/popup/content/download/26883/1364593/version/2/file/The_State_of_the_Mobile_Industry.pdfhttp://www.utexas.edu/courses/kincaid/DigitalMetrics/projects/projectmobilesummerreadings/120801Google-The-new-multi-screen-world-study_research-studies.pdf

Ad

Reception 61% agreed that “it is easy to ignore ads on my phone.”

29% said they are comfortable receiving ads on their phone, while only 17% were last year

http://academic.mintel.com/display/708997/

Usage vs

Spending

Source: Mary Meeker

Print Internet Mobile

$7 BN

Multi $BNOpportunity

5% 19% 25% 22% 20% 4%

Time Spent

Ad $ Spent% of Time Spent in Media vs. % of Advertising Spending, USA 2013

Thank You!