consumer uptake

better mobile kit

mobile media landscape

+99% advertising

revenue growth

handsets browsers

content offer

+4.5m 2008-2010

+4.4m forecast

2010-2012

Source: Appetite, Yahoo! March 2010

DIARY AND FORUM

•  groups •  Manchester & London FOCUS

GROUPS

DEPTH INTERVIEWS

•  online survey •  2000 people •  UK mobile media users

•  aged 16 - 65 ONLINE SURVEY

multiple research stages & real time innovation

MOBILE APP SURVEY

•  mobile app •  real time data •  compare actual to claimed

•  subset of media users

Source: Appetite, Yahoo! March 2010

mobile media defined

web games downloading email

personal (UG) media bluetooth music video

Source: Appetite, Yahoo! March 2010 Source: Appetite, Yahoo! March 2010

a growing audience, skewing to daily use

18.9m monthly

light

6.4m (34%)

medium

4.9m (26%) heavy users

7.6m

(40%)

Source: Appetite, Yahoo! March 2010

Q9 For each of the following, please indicate the length of your average mobile internet session?

less snacking… more ‘real web’

< 5 mins

23%

5 mins +

77%

Source: Appetite, Yahoo! March 2010

‘real web’ unlocks entertainment

entertainment

• social networking • streamed music/radio • streamed TV/video/film • browse web/favourite brands • blogs /blogging

functional • email • download • price comparison/purchasing • search • maps/SatNav/GPS function • news,weather,sports

63% 58%

Source: Appetite, Yahoo! March 2010

8

Q22. So thinking of websites that you access on your mobile phone – if there were an app available instead, would you prefer to download the app or would you still prefer to use the website?

Base: all who access the internet on mobile (n=1,240)

12% prefer

app

33% prefer site

55% don’t mind – as long as

it does the job

mobile media needs to be based on consumer need

Source: Appetite, Yahoo! March 2010

rise of the 3 screeners

77%

+

29%

+

17% +

22% + +

Source: Appetite, Yahoo! March 2010

Q16. When a website doesn’t work on your mobile phone, which of the following do you tend to blame? Base: all those who access internet on mobile (n=1,240)

34% the phone

44% the website

29% network provider

5% myself

44% blame brands for a bad mobile experience

Source: Appetite, Yahoo! March 2010

It’s like with the internet in its early days – everyone was

reluctant to buy things online a few years ago.

m-commerce is following the e-commerce evolution

“

” Now we all do it. It’ll be the same with mobile

Source: Appetite, Yahoo! March 2010

•  emotional needs met

•  more entertainment

•  longer engagement

•  app adds ‘wow’ factor

•  expectation is web

•  future is touch

•  4.2m are 3 screeners

•  TV triggers mobile use

•  multimedia advertising strategy needed

•  brands… fix mobile web!

•  retail brands – biggest opportunity

•  m-commerce the next growing development

Source: Appetite, Yahoo! March 2010

the ‘seriously’ blurb

full deck available after we come present to you at your work and get your very valuable feedback

all slides and videos are nickable if you credit them as being from Yahoo!

source: Appetite, Yahoo! March 2010

Contact Patrick Hourihan (hourihan@yahoo-inc.com) for more details

Source: Appetite, Yahoo! March 2010 Source: Appetite, Yahoo! March 2010