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Perspectives on Discoverability
Foundation of Quantum Physics
The quantum world exists as a series of probability waves, an infinite number of potential outcomes
Only when something is observed or measured does the probability wave collapse and a single result is established
Wave Collapse measures and observes the world in multiple different ways, collapsing the various probability waves and establishing a rich perspective on reality
This multi-view approach provides the foundation for strategy optimization using research and insights to drive revenue
Our team...
Advises mobile start ups on how to be more attractive to advertisers and agencies; how to monetize their data; and, how to stand out in the crowded marketplace
Provides thought leadership research to capture the attention of clients and press
Identifies ‘after next’ trends to inform product development
Copyright 2012 Wave Collapse LLC
Online survey in July 2012
1500 people
All own an iPhone, Android, Windows Phone, or
BlackBerry device
Copyright 2012 Wave Collapse LLC
A new scientific truth does not triumph by convincing its
opponents and making them see the light, but rather
because its opponents eventually die, and a new
generation grows up that is familiar with it.
Max Planck, Physicist
Copyright 2012 Wave Collapse LLC
Copyright 2012 Wave Collapse LLC
Discovery
Awareness
Favorability
Consideration
Purchase
Advocacy
Copyright 2012 Wave Collapse LLC
Mobile Phone Tablet Computer
80% 78% 88%
I like to use this & look forward to it
Copyright 2012 Wave Collapse LLC
53% 47%
63%
<44
Years
Old
Surprises vs Predictable
Multi-tasking vs Single-tasking
Less likely to
own a
Blackberry
or Windows
Mobile
device
Heavier Users
of Mobile
Everything:
Internet
Apps
Music
Games
Love to
Discover
later…
Copyright 2012 Wave Collapse LLC
Active
Passive
Discovery
Copyright 2012 Wave Collapse LLC
53% 52%
13% 15%
0%
20%
40%
60%
80%
100%
Mobile Phone Tablet
Never
Less than once a week
Once a week
Couple of times a week
Once a day
Multiple times a day
Active
Copyright 2012 Wave Collapse LLC
23%26%
38% 39%35%
31%
50%47% 47%
28%33%
39% 41% 41%
34%
45%
0%
20%
40%
60%
80%
100%
Company Product App Topic Company Product App Topic Website
New Familiar
Mobile Tablet
Which of these have you searched for in the past week?
Active
Copyright 2012 Wave Collapse LLC
23%26%
38% 39%35%
31%
50%47% 47%
55%59%
24%
68% 67%64%
28%
72%68%
0%
20%
40%
60%
80%
100%
Company Product App Topic Company Product App Topic Website
New Familiar
Mobile Tablet Computer
Which of these have you searched for in the past week?
Active
Copyright 2012 Wave Collapse LLC
No new ones37%
A few new ones47%
Mostly new ones
11%
All new ones5%
Mobile Websites
No new ones33%
A few new ones44%
Mostly new ones
15%
All new ones8%
Tablet Websites
Thinking about yesterday and the websites you browsed on your mobile phone/tablet, how many of
them were new, ones you had not visited before?
Active
Copyright 2012 Wave Collapse LLC
79%
65%
49%
0% 20% 40% 60% 80% 100%
Computer
Tablet
Mobile
Interest in Using Device to Find New Websites
Active
Copyright 2012 Wave Collapse LLC
Mobile/Tablet Active Discovery is actually
rediscovery, not true discovery/exploration
Most searches are for companies/things where people
already have a relationship
Apps need to be a part of your mobile strategy
50% of smartphone owners have searched for an app from
a company they are familiar with in the past week
Need to rely more heavily on passive discovery
Low interest in using mobile to find new websites
Active
Copyright 2012 Wave Collapse LLC
32% 32%
56%
38% 39%
46%
61%
70%
26%
0%
20%
40%
60%
80%
100%
Came across a new product or company I hadn't heard about
before
Found a new website I hadn't visited before
Found a new app I hadn't heard of before
Mobile Tablet Computer
In the past day, what have you experienced?
Passive
Copyright 2012 Wave Collapse LLC
Came across new
website
84% Visited
Site28%
Searched
for similar
sites
2%
Something
Else
37%
Read
Reviews
about Site
Came across new app
57%
Downloaded
App
69%
Read
Reviews
about App
32%
Searched for
similar apps
2%
Something
Else
Action Taken After Coming Across New Content
Passive
Copyright 2012 Wave Collapse LLC
Came across new product/company
37%
Searched
for similar
products/c
ompanies
2%
Something
Else
66%
Read
Reviews
Action Taken After Coming Across New Product or Company
45%
Looked for
it in-store
Passive
Copyright 2012 Wave Collapse LLC
15%
29% 30%
12%
22%27%
30%
12%
26%29%
15%
22%27% 29%
0%
20%
40%
60%
80%
100%
Email Friends/ family
Social network
TV Trusted website
Ad Searched for it myself
Mobile Tablet
How did you hear about the new-to-you website/app?
Passive
Copyright 2012 Wave Collapse LLC
Driving Passive Discovery is a big opportunity
Few people are coming across new content or companies
while on Mobile and Tablet
Promotes Active Discovery
Advertisements are on par with Social in assisting
Passive Discovery
For websites, apps, and companies/products
Passive
Copyright 2012 Wave Collapse LLC
Explorers
People who love to find and experience new things across
their lives, not just in mobile and digital (20%)
Followers
People who have a bit of an exploring streak but are more
likely to follow the path rather than blaze it (60%)
Laggards
People who don’t go looking for new things as often, more
content with what they already know (20%)
Asked how much they agreed with the series of about 16 different statements around discovery in general.
We separated out the groups based on those that overindexed in agreement with the statements
(Explorers), those that were about average (Followers), and those that underindexed (Laggards)
Copyright 2012 Wave Collapse LLC
All Respondents
80%
Mobile Phone
Explorers
92%
Followers
81%
Laggards
66%
All Respondents
88%
Explorers
91%
Followers
87%
Laggards
87%
Computer
I like to use this & look forward to it
Copyright 2012 Wave Collapse LLC
80%
51%
31%
13%
15%
11%
Explorers Followers Laggards
Once a day
Multiple times a day
How often do you use the search bar each day on Mobile?
Copyright 2012 Wave Collapse LLC
40%44%
54% 54% 52%48%
66%61% 59%
11% 13%
21% 23% 22%18%
33% 32% 32%
0%
20%
40%
60%
80%
100%
Company Product App Topic Company Product App Topic Website
New Familiar
Explorers Followers Laggards
Which of these have you searched for in the
past week on Mobile?
Copyright 2012 Wave Collapse LLC
52% 52%
75%
53%
42%
54%
66%
75%
38%
17% 15%
37%
17%21%
26%
51% 52%
14%
0%
20%
40%
60%
80%
100%
New product/ company
New website New app New product/ company
New website New app New product/ company
New website New app
Mobile Tablet Computer
Explorers Followers Laggards
In the past day, what have you come across?
Copyright 2012 Wave Collapse LLC
29%
41%46%
20%
35%38%
35%
9%
23%
15%
9%13% 14%
24%
0%
20%
40%
60%
80%
100%
Email Friends/ family
Social network
TV Trusted website
Ad Searched for it myself
Explorers Followers Laggards
How did you hear about the new-to-you website/app?
Copyright 2012 Wave Collapse LLC
Computer
Ads
Mobile
Ads
Tablet
Ads
Explorers Followers Laggards
69%
54%
48%
52%
22%
26%
43%
15%
13%
Clicked/tapped an ad in the past day on these devices
Copyright 2012 Wave Collapse LLC
49% 51%
76%
<44
Years
Old
Android (46%)
iPhone (41%)
iPad (58%)
Apple TV (26%)
Roku (16%)
Heavier Users
of Mobile:
Internet
Apps
Music
Games
Video
Social
83% want to
use Mobile or
Tablets to
find new
websites
Surprises vs Predictable
Share Life Online vsKeeping Life Private
Wild vs Calm
Copyright 2012 Wave Collapse LLC
53% 47%
61%
<44
Years
Old
Surprises vs Predictable
Heavier Users
of Mobile:
Internet
Apps
Music
Games
Video
Social
Android (48%)
iPhone (37%)
iPad (43%)
Apple TV (8%)
Roku (8%)
45% want to use
Mobile to find
new websites
Copyright 2012 Wave Collapse LLC
44%
56%40%
<44
Years
Old
Light Users of
Mobile
Android (49%)
iPhone (37%)
iPad (31%)
Apple TV (6%)
Roku (3%)
21% want to
use Mobile to
find new
websites
Predictable vs Surprises
Single-tasking vs Multi-
tasking
Copyright 2012 Wave Collapse LLC
Embrace Explorers
Attractive Audience profile
Turn to Mobile frequently & engage with Ads
Increase Passive Discovery efforts to reach Followers
They may not be actively looking, but there are
opportunities for them to stumble across you
They may not tap on ads, but they’ll see your message