Technology & Mobile Behavior Mobile Media 101

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TECHNOLOGY• Defining Mobile

• Mobile Carriers & Data Offerings

• Key Devices for Mobile Behavior

• Operating System Penetration

2 BEHAVIORAL LANDSCAPE• App Usage on Tablets and Phones

• Search Behavior

• Purchase Behavior

AGENDA

WHAT IS MOBILE?

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WHAT IS MOBILE?

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A mobile device (handheld device) is a handheld, lightweight, portable computing device, typically having a display screen with touch input and/or a miniature keyboard – and for the purposes of our discussion smartphones and tablets

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MOBILE BANDWIDTH

3G 4G BEYOND

• 30x 3G speeds• HSPA/HSPA+• Long Term Evolution (LTE)

Free Neighborhood Wifi

WIFI

Targeted to cover low range networks at a higher speed

TetheringConnecting a wireless

enabled device to the 3G

or 4G phone connection

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CARRIERS

34%

17%3%2%3%

10%

32%

US Market: Carrier Subscription Share Q2 2012

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OPERATING SYSTEM SATURATION 2005 - 2012

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

JAN

200

5 M

AR

200

5 M

AY 2

005

JUL

2005

S

EP

2005

N

OV

200

5 JA

N 2

006

MA

R 2

006

MAY

200

6 JU

L 20

06

SE

P 20

06

NO

V 2

006

JAN

200

7 M

AR

200

7 M

AY 2

007

JUL

2007

S

EP

2007

N

OV

200

7 JA

N 2

008

MA

R 2

008

MAY

200

8 JU

L 20

08

SE

P 20

08

NO

V 2

008

JAN

200

9 M

AR

200

9 M

AY 2

009

JUL

2009

S

EP

2009

N

OV

200

9 JA

N 2

010

MA

R 2

010

MAY

201

0 JU

L 20

10

SE

P 20

10

NO

V 2

010

JAN

201

1 M

AR

201

1 M

AY 2

011

JUL

2011

S

EP

2011

N

OV

201

1 JA

N 2

012

MA

R 2

012

MAY

201

2 JU

L 20

12

Source: comScore Mobile Landscape, Mark Donovan 2012

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NEW “UNDERDOG” OPERATING SYSTEMS

New Entrants Include:• Tizen (Samsung and Intel)

• Firefox OS (Mozilla Foundation)

• Ubuntu (Linux operating system)

Marker Implications:• Provide even lower price points

• Deepen market penetration in the US at an accelerated rate

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MOBILE DEVICES – SMARTPHONE SALES

• 50.4% of mobile users in the US have a smartphone

• Smartphone sales are now over 70% of all mobile phone sales

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MOBILE DEVICES – TABLET OWNERS

Years Post Introduction

Dev

ice

Ow

ner

s

100 MILLION

40 MILLION

Source: comScore Mobile Landscape, Mark Donovan 2012

1 2 3 4 5 6 7 8 9 10 11 12

Tablet

Smartphone

BEHAVIOR

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11

CONSUMER DEVICE BEHAVIOR THROUGHOUT THE DAY

Source: comScore Device Essential – Jan 2012

Weekday Share of Device Page Traffic in the U.S.

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WHAT DO YOU DO?

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WHAT DO PEOPLE DO ON THEIR PHONES?

Source: comScore Device Essential – Jan 2012

Top 10 Smartphone Categories

43.8% 48.6% 49.5%

61.6%

52.1% 49.3%

43.5% 39.9%

54.3% 57.7%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

Perso

nal E

mail

Wea

ther

Social

Netw

orkin

g Site

or

Search

Maps

News

Instan

t Mes

sagin

g

Wor

k Email

Sports

Infor

mation

Enterta

inmen

t New

s

Top 10 Smartphone Categories

June 2011 June 2012 Social

Netw

orkin

g Site

or B

log

20112012

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TABLET BEHAVIOR

Source: comScore Device Essential – Jan 2012

Sports

Retail

Entertainment News

News

Weather

Search

0% 20% 40% 60% 80%

74%

69%

61%

56%

51%

48%

60%

67%

49%

38%

25%

39%

SmartphoneTablet

Retail appeals more to tablet consumers than smartphone users

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SMARTPHONE DEVICE USAGE

In App: • While most smartphone users in 2012 had 29+ apps

installed on their phones, the average owner only used 12 apps in the past 30 days

Beyond the App: • Other behaviors, including Mobile Search (62% Daily)

and Social Network (60% Daily) visitation, were most pervasive on a smartphone device

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MOBILE VIDEO

While not a top 10 content category consumed, 25% of smartphone owners watch videos on their smartphones daily, and 21% watch videos weekly

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WHAT DO USERS WANT FROM MOBILE SITES?

Mobile-friendly Sites

• 96% of consumers say they've encountered sites that were clearly not designed for mobile devices

• 40% of users have turned to a competitor’s site

• 5x More likely to abandon the task altogether

Problem

• 67% of mobile users say that when they visit a mobile-friendly site, they're more likely to buy a site's product or service

Opportunity

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LOCAL MOBILE CONSUMER

• Your future customers are literally around the corner, and mobile can get them in your door

• Mobile customers use store locators 63 times for every one mobile commerce order 

- Roughly a third of all searches have local intent

• 90% of smartphone users who search for local info take action within 24 hours

TOP APPS are LOCAL SEARCH Related: Yelp, Google, Bing, Fandango, Urban Spoon etc.

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LOCAL MOBILE SEARCH

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MOBILE PURCHASE BEHAVIOR

Users are growing more and more comfortable using mobile devices to make purchases, 35% of people in 2012 have made a purchase on their mobile device (up from 29% in 2011)

Amazon & the Kindle

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POWERING DOWN

Amazon & the Kindle

Mobile technology will continue to evolve, and thus evolve our behavior with it.

Our behavior may also evolve the technology itself.

From texting to E-reading to e-mailing to surfing and purchasing, we as chefs need to continue to tweak the Mobile Recipe!

THANK YOU