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Wired:

Connecting to the Mobile Marketing Revolution


7/9/2009

comScore Mobile
Evan Neufeld, VP + Senior Analyst, Mobile
Agenda

– About comScore

– The Evolution of Mobile

– Mobile Content Usage & Adoption

 Mobile Advertising
 Case Studies

© comScore, Inc. Proprietary and Confidential. 2


comScore Customer Knowledge Platform:
A 360°View of 2 Million Global Internet Users

WEB VISITING & VIEWING DEMOGRAPHICS


• All Web Site/Page Click Stream • Self-reported and validated
• Content Viewed • Appended Segments (e.g. Claritas, Acxiom)
• Search Engine Queries • Individual & Household Level
• Keyword Used

ONLINE TRANSACTIONS SURVEYS


• All Secure Session Activity • E-mail or Contextual “Pops”
• Purchases and Subscriptions • Behavior-activated Surveys
• Price Paid, Shipping & Handling, • Observation of All Surveys Taken
Promotions Across All Suppliers
• Applications/Configurations

MARKETING STIMULI OFFLINE PURCHASING


• Linked using Name and Address
• Online Ads TV VIEWING • Client CRM Databases
• Referral Links • Link to Digital Set Top TV Data
using name and address • Retailer Loyalty Card Data
• IRI Scanner Panel Data

Designed to be representative of the online population


Projectable to the total US population
TRUSTe certified for information privacy & security

© comScore, Inc. Proprietary and Confidential. 3


comScore/m:metrics Provides a Comprehensive Set of Tools to
Measure Mobile Marketing ROI
MobiLens
– Connects data on mobile consumer behavior, content merchandising
and device capabilities for an unparalleled view of the U.S. and
European mobile media landscape
Mobile Metrix
– Direct behavioral measurement of the most active
mobile media consumers
Ad Metrix Mobile
– The who, what, where and when of advertising on the mobile web
Brand Metrix Mobile
– Measures the attitudinal impact of your Mobile Advertising

comScore Mobile solutions offer unprecedented visibility into the mobile ecosystem

© comScore, Inc. Proprietary and Confidential. 4


M:Metrics Clients Define the Mobile Ecosystem

2008 Q1

© comScore, Inc. Proprietary and Confidential. 5


Evolution…

© comScore, Inc. Proprietary and Confidential. 6


What does a “phone” do?

~1900 1983 2009

Capabilities: Capabilities: Capabilities:


1) Initiate phone calls
1) Initiate phone calls 1) Initiate phone calls 2) Receive phone calls
2) Receive phone calls 2) Receive phone calls 3) On the move
4) Text
3) In one place 3) On the move 5) Game
6) Maps
7) News
8) Watch TV/Video
9) Alarm clock
© comScore, Inc. Proprietary and Confidential. 7
10) Etc.
Market Growing, But Slowing Down

 Overall growth of mobile subscribers slowing (+3% YoY)


– Carrier growth dependent on winning customers from competitors
– Data services driving revenue growth
– Handsets and content experiences becoming key

May-08 May-09
240,000,000
233,000,000
230,000,000 226,000,000

220,000,000 +3 %
210,000,000

200,000,000
US

© comScore, Inc. Proprietary and Confidential. 8


Voice No Longer the Killer App:
Mobile Browsers, Application Users and Downloaders
(Mobile Media Users) Growing 24% Year on Year

 35% of mobile users are now using a media service that connects to the network (other than SMS, MMS
or voice)

 An additional 29% of the market also use text messaging (SMS), with the remainder just using voice
services

 The number of ‘Just Voice’ users has fallen 18% year on year, from 45% to 35%

% Mobile Media Users Market Segments


37.0
36.0 35.6
35.0
34.0
% Market

33.0 Mobile
32.0 Just Voice, Media,
35.0% 35.6%
31.0
30.0
30.0
29.0 SMS (and
not mobile
28.0 media),
27.0 29.5%

Product: MobiLens
Data: Three month average ending May 09
© comScore, Inc. Proprietary and Confidential. 9 Country: US - N= 35,520
Crackonmics Of Usage In Full Effect

 Light, infrequent usage quickly turns into frequent, more immersive usage
 Every Day Usage 2x YoY Growth In New & Information Category

Accessed News & Information

31%
Every Day
41%
At least once each week

Once to three times throughout


the month

28%

Product: MobiLens
Data: Three month average ending May 09
© comScore, Inc. Proprietary and Confidential. 10 Country: US - N= 35,520
One of the Major Reasons for Mobile Media Growth is the
Improvement in Device Technology

 Over 48% of users who have a mobile device that is 6 months old or less now use mobile media
(browsing, downloading or application usage)

 As devices improve a greater % of people use media services when they get a new handset

% of users with 6 months old device or less who are mobile


media users
50.0 49.0

48.0

46.0
% Market

44.0

42.0 41.5

40.0

38.0

36.0
200805 200806 200807 200808 200809 200810 200811 200812 200901 200902 200903 200904 200905

Product: MobiLens
Data: Three month average ending May 09
© comScore, Inc. Proprietary and Confidential. 11 Country: US - N= 35,520
The PC Internet Took Off When People Moved From Dial-Up to
Broadband. Mobile Will Be The Same

 When the network speed gets faster (3G) and cost come under control (data plans) people are more
likely to use more mobile media services

 Unlimited data plan subscribers grew by 43.1% year on year in US


 79% of unlimited data plan subscribers and 48% of 3G device owners are mobile media users

Growth of Market Enablers


40.0 36.4
35.0
30.0 27.7
% Market

25.0
20.0 16.7
15.0 12.0
10.0
5.0
0.0
200805 200806 200807 200808 200809 200810 200811 200812 200901 200902 200903 200904 200905

3G Unlimited Data Plan

Product: MobiLens
Data: Three month average ending May 09
© comScore, Inc. Proprietary and Confidential. 12 Country: US - N= 35,520
To Keep Things In Perspective of 233mm Mobile Subscribers,
About 29mm are Smart Phone Users
 Rapid, exponential growth over last year
 Distinct Demographic Skews (Males, 18-44)
 Disproportionately contributes to key non-voice services
– 3x as likely to mobile browse mobile web
– 3x as likely to use a mobile app
– 2x as likely to send photos or videos

Smart Phone Penetration (by OS) Smart vs. Non-Smart


Google
3% Phones

Apple Smart
20% Microsoft
24% 12%

Symbian
3%
Palm Non-Smart
8% 88%

RIM
42%

Product: MobiLens
Data: Three month average ending March 09
© comScore, Inc. Proprietary and Confidential. 13
Country: US - N= 35,520
Mobile Prime Time Is … All of the Time

 Ubiquitous usage of smart phones across time and days


 Variations based on content type & access method

Segments By Day of Week


4,600,000
4,400,000
4,200,000
Subs

4,000,000
3,800,000
3,600,000
3,400,000
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Series1 4,150,723 4,219,376 4,464,265 4,291,464 4,162,219 4,167,212 3,870,306

Segments By Day Part


6,000,000
5,000,000
4,000,000
Subs

3,000,000
2,000,000
1,000,000
0
Early Morning Daytime (M-F, Evening (M-F, Late Night (M-F, Weekends (Sat-
(M-F 6am-8am) 8am-5pm) 5pm-11pm) 11pm-6am) Sun, all day)
Series1 2,232,170 5,523,428 4,967,532 2,939,906 4,921,808

Product: Mobil Metrix


© comScore, Inc. Proprietary and Confidential. 14 Data: Three month average ending March 09
Country: US
There are 1031 Separate Devices Being Used to Access Mobile
Media in US,

 Top mobile media


devices
dominated by
touchscreens and
smartphones.
 Top 6 devices
represent 11.4%
of mobile media
users, top 20
devices – 23.9%.
 Although the
iPhone gains a
large amount of
publicity it
currently only
represents 7% of
mobile media
users.

Product: MobiLens
Data: Three month average ending May 09
© comScore, Inc. Proprietary and Confidential. 15 Country: US - N= 35,520
Mobile Content Usage & Adoption

© comScore, Inc. Proprietary and Confidential. 16


Device Technology, Data Speeds (3G) & Data Plans Enable the
Mobile Internet to Take Off but Content & Services Drive up-take

 There are many services available on Mobile Devices, ranking their popularity gives context
 Top 5 activities all relate to SMS, camera and messaging services
 Mobile games top mobile content genre
 Strong growth in news and info services, music and all connected services, e.g., e-mail and IM
 Applications show second highest annual growth rate at 111.3%.

Ranking Activity # Users % Users % Year on Year Change


Total Market 233,000,000
1 Sent text message to another phone 138,594,169 59.5% 21.0%
2 Took photos 105,089,843 45.1% 15.8%
3 Used network services for photos/videos 73,914,853 31.7% 30.9%
4 Sent photo directly to another phone 67,861,046 29.1% 29.8%
5 Received an SMS Ad 58,918,660 25.3% 33.1%
6 Changed to native ringtone 57,023,057 24.5% 7.8%
7 Played games 55,369,263 23.8% 13.4%
8 Set graphics with camera 55,180,472 23.7% 14.1%
9 Changed to native graphics 51,986,263 22.3% 18.3%
10 News or Info via Browser 47,719,265 20.5% 42.3%
11 Transferred photo to PC 46,348,715 19.9% 29.0%
12 Used email 42,294,361 18.2% 41.5%
13 Captured video 40,914,935 17.6% 32.3%
14 News or Info via SMS 32,918,510 14.1% 84.5%
15 IM 31,584,004 13.6% 63.0%
16 Made own ringtone 30,266,148 13.0% 27.5%
17 Listened to music on mobile phone 28,253,239 12.1% 51.4%
18 News or info via app 24,515,366 10.5% 111%
19 Uploaded video to computer 22,148,994 9.5% 51.3%
20 Listened to Music Transferred from PC 21,236,408
Product: MobiLens 9.1% 48.4%
Data: Three month average ending May 09
© comScore, Inc. Proprietary and Confidential. 17 Country: US - N= 35,520
Information Snacking Genres Dominate Mobile Browsing with
Search the Entry Point

 Local information also prominent, e.g. maps, movie listings, business directories, traffic , etc
 Financial services starting to gain transaction
 Top web brands translating to mobile web

Top Mobile Browsing Genres (excluding social networking)


13%
Dating service 13%
14%
Gaming information 15%
16%
Classifieds 16%
17%
Bank accounts 17%
19%
Business directories 19%
20%
Tech news 23%
24%
Financial news 25%
26%
Sports information 32%
32%
News 39%
47%
Web search 50%
0% 10% 20% 30% 40% 50% 60%
% of news and info browsers

Product: MobiLens
Data: Three month average ending May 09

© comScore, Inc. Proprietary and Confidential. 18 Country: US - N= 39,241


12% of Mobile Owners Now Listen to Music on their Device.
Up 60.4% Year on Year

 Majority of growth coming from listening to music sideloaded from PC, however streaming and
purchasing OTA starting to cause some up lift.
 25% of mobile music listeners now DON’T sideload from PC, this has grown 80% year on year.
 The number of people downloading music over the air (OTA) has grow 47% in 6 months. In the six
months previous it grew just 0.6%.
 The iPhone is having a significant effect. 16% have downloaded OTA, this represents a 23% market
share. 8.8% have also listened to streamed music, a 25% market share.

Mobile Music Trends


14.0%
12.1%
12.0%
10.0%
% Market

8.3%
8.0%
6.0%
4.0%
2.0%
0.0%
200805 200806 200807 200808 200809 200810 200811 200812 200901 200902 200903 200904 200905

Listen to Music Sideloaded Music From PC Downloaded a song OTA

Product: MobiLens
Data: Three month average ending March 09
© comScore, Inc. Proprietary and Confidential. 19 Country: US - N= 39,241
Programmed Video Users (broadcast or on-demand) Growing
19.3% in 6 Months
 This does however only represent 2.6% of the market, with on-demand the access method of choice at
1.9% compared to 1.0% using broadcast linear TV services

 High levels of growth are coming from consumers watching video which has been transferred, either
direct from a PC (65% in 6 months) or from another phone (72.2% in 6 months)

 Once again the iPhone is having its effect. 20% of Apple owners watch programmed video, giving it a
21% market share

 Mobile video users are primarily 18-34 year old males…prime candidates for advertising
Mobile Video Trends
2.5%

2.0%
% Market

1.5%

1.0%

0.5%

0.0%
200808 200,809 200810 200811 200812 200901 200902 200903 200904 200905

Broadcast TV On-Demand Video Transferred Directly from PC Transferred from another phone

Product: MobiLens
Data: Three month average ending March 09
© comScore, Inc. Proprietary and Confidential. 20 Country: US - N= 39,241
The Mobile / PC Connection:
24% of Mobile Users Connect their Device to their PC *

* Connecting device to the PC defined as those who transfer photos / videos to their PC or sideload music
or video’s to their mobile phone from their PC.

 With the hype surrounding apps stores (iTunes apps store, Andriod Market, BlackBerry Apps World, Ovi
Store, etc) this figure has significant interest. Downloading apps directly from PC to devices removes the
need for data charges when downloading and provides a significant threat to operators app store
ambitions.

 77% of iPhone, 60% of HTC G1 (Android) and 60% of Blackberry Storm users connect to their device to
their PC.

Connected Phone to PC
27.0%
25.0% 24.7%

23.0%
21.0%
19.2%
19.0%
17.0%
15.0%
200805 200806 200807 200808 200809 200810 200811 200812 200901 200902 200903 200904 200905

Product: MobiLens
Data: Three month average ending May 09
© comScore, Inc. Proprietary and Confidential. 21 Country: US - N= 35,520
The Mobile / PC Connection: Online & On Device Browsing

Facebook usage is surprisingly similar on mobile and PC

mobile users
spend 24 minutes PC users spend 27.5 minutes per
on facebook, day; average 2.3 visits.
average 3.3 visits
per day.

© comScore, Inc. Proprietary and Confidential. 22


Yellowpages.com Expands Reach by 6% with its Mobile Website

Cross-Platform
Website Reach

DIRECTORIES % mobile users accessing % PC users accessing Site visitation lift


(increase in Internet site visitor
WEB SITE USAGE content via PC content via mobile device base due to mobile visitation)

64% 2% 1%

28% 1% 4%

43% 4% 6%

Business Directories
64% 5% 3%
Category
Product: Cross Media Panel
Data: Feb 09
© comScore, Inc. Proprietary and Confidential. 23 Country: US
Top Apps for News and Info Show Maps and Local Information
Prominent
 61% of iPhone users have used an app in a month for news and info and momentum is growing, 6
months ago 47.8% of iPhone owners used an app.

 In comparison 46.0% of HTC G1 (Android) and 46.3% of Blackberry Storm owners use an app for news
and info.

Top Mobile Apps Genres (excluding social


networking + games)

Business Directories 12.8%


Finance Account Access 13.5%
Finance News 13.7%
Movie Info 15.3%
Restaurant Info 15.8%
Sports Info 15.9%
Entertainment News 16.2%
Traffic 17.6%
News 18.1%
Search Engines 24.3%
Weather 37.2%
Maps 39.7%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0%


% of news and info apps users

Product: MobiLens
Data: Three month average ending May 09
© comScore, Inc. Proprietary and Confidential. 24
Country: US - N= 35,520
New iTunes App Tracker Service Shows Top Mobile Apps
Downloaded From iTunes in US

 Games, Entertainment and Social Networking Dominant Apps Downloaded via iTunes
Application Penetration of Installs Category Developer
Tap Tap Revenge 32% Games Tapulous, Inc.
Backgrounds 27% Entertainment Stylem Media
Touch Hockey: FS5 26% Games FlipSide5, Inc.
Facebook 26% Social Networking Facebook, Inc.
Pac-Man 24% Games Namco
iBowl 24% Games SGN
MySpace Mobile 23% Social Networking MySpace.com
Google Earth 22% Travel Google Inc.
Labyrinth 22% Games Codify AB
Pandora 21% Music Pandora Media, Inc.
Flashlight 19% Utilities John Haney
Virtual Zippo Lighter 18% Lifestyle Moderati Inc. and Zippo Manufacturing Co.
Movies 18% News Flixster
Hangman 18% Games Jamsoft
Bubblewrap 18% Entertainment Orsome Software Ltd.
Lightsaber Unleashed 17% Entertainment Lucasfilm Ltd
Shazam 17% Music Shazam Entertainment Ltd.
Mazefinger 16% Games ngmoco
Cube Runner 16% Games Andy Qua
Sol Solitaire 15% Games Smallware LLC
Crazy Penguin Catapult 15% Games Digital Chocolate Inc.
Topple 15% Games ngmoco
Sudoku 14% Games Mighty Mighty Good Games
Remote 13% Entertainment Apple

Source: comScore iTunes Mobile App Report


© comScore, Inc. Proprietary and Confidential. 25 Country: US
?

© comScore, Inc. Proprietary and Confidential. 26


Is the Mobile Marketing Glass Half-Empty or Half- Full?

 Pros
– Critical mass of consumers
– Paradigm shift in usage
– Attractive marketing platform
– Devices hit a trifecta of feature, function, and price

 Cons
– Fragmented usage (sms vs. browsing vs. applications)
– USP is a bit unclear
– Too many devices
– Smartphone's are great but are still far from mainstream….

© comScore, Inc. Proprietary and Confidential. 27


Mobile Advertising: Where On the Hype Curve Are We?

© comScore, Inc. Proprietary and Confidential. 28


Accessing Content: Can There Only be One?

 Usage increasingly fragmented across 3 primary access methods


 Jury still out on what modes of access (if any) will predominate & the respective strengths & weaknesses
of each method

Total Browsing Application SMS


Reach % Reach % Reach % Reach %
Projected Projected Projected Projected
Within Within Within Within
Subs Subs Subs Subs
Parent Brand Category Category Category Category

AOL 20,057,880 29.2% 13,315,646 24.4% 10,409,536 27.6% 6,576,864 24.5%

Google 32,406,796 47.2% 27,459,101 50.4% 10,780,186 28.6% 8,083,838 30.2%

Microsoft 16,950,356 24.7% 12,251,127 22.5% 8,097,822 21.5% 3,507,565 13.1%

Yahoo! 33,202,529 48.4% 26,039,991 47.8% 14,943,369 39.6% 11,175,954 41.7%

Other 56,721,203 82.7% 47,766,579 87.6% 20,432,478 54.2% 9,523,640 35.5%

Total 68,588,594 100.0% 54,525,005 100.0% 37,704,757 100.0% 26,793,354 100.0%

© comScore, Inc. Proprietary and Confidential. 29


Mobile Advertising: Not Just About Ringtones Anymore

Mobile Web Drawing Diverse Advertisers

© comScore, Inc. Proprietary and Confidential. 30


Mobile Advertising Starting to Look Like all Advertising…

 More promotion of ‘traditional’ industries over the last year: Personal Products, Apparel,
Packaged Foods, Food Retail

NON-MOBILE INDUSTRIES RANKED BY SHARE OF AD Rank April Rank


INSTANCES 2009 May 2008
Consumer Discretionary - Broadcasting & Cable TV 1 2
Consumer Discretionary - Movies & Entertainment 2 12
Consumer Discretionary - Automobile Manufacturers 3 3
Consumer Staples - Personal Products 4 18
Consumer Discretionary - Hotels, Resorts & Cruise Lines 5 4
Telecommunication Services - Wireless Telecommunication Services 6 30
Information Technology - Communications Equipment 7 11
Information Technology - Internet Software & Services 8 13
Information Technology - Application Software 9 7
Consumer Discretionary - Apparel, Accessories & Luxury Goods 10 44
Information Technology - Computer Hardware 11 8
Consumer Discretionary - Education Services 12 53
Consumer Staples - Food Retail 13 22
Consumer Discretionary - Homebuilding 14 No Ads
Industrials - Aerospace & Defense 15 5
Consumer Staples - Packaged Foods & Meats 16 27
Consumer Discretionary - Automotive Retail 17 16
Consumer Discretionary - Computer & Electronics Retail 18 6

© comScore, Inc. Proprietary and Confidential. 31


Procter & Gamble – May Display Ads

 Over 350 different creatives


 Product Advertised: Covergirl LashBlast and Covergirl Outlast Lipstain
 Ads ran on over 100 of the 530+ mobile websites Mobile Ad Metrix
monitors

© comScore, Inc. Proprietary and Confidential. 32


Lots of Mobile Web Inventory to go...

 1/5th of all inventory are house ads


 Supply/Demand dynamic reminiscent of early internet

Ad Monetization by Genre, April US


Paid Ads House Ads
0% 0% 0% 0%
6% 7% 8% 13% 16% 18% 21%
25% 25% 25% 28% 33% 35% 36%

57%

100% 100% 100% 100%


94% 93% 92% 87% 84% 82% 79%
75% 75% 75% 72% 67% 65% 64%

43%

© comScore, Inc. Proprietary and Confidential. 33


Case Studies

© comScore, Inc. Proprietary and Confidential. 34


Case Studies: SMS
The Perfect Tool to Reach “Less Smart” Phone Users
 100% platform compatible
 1 in 2 consumers actively text
 1 in 4 actively receive SMS marketing
Projected as YoY
SMS Ads: Subs % Growth
Offer product/service received
Downloads for mobile phone
15,347,682 6.7% 21.8%
News or information
7,430,017 3.1% 55.0%
Mobile phone or plan 10,022,942 4.6% 31.4%
Entertainment 7,100,772 3.0% 57.9%
Clothing/Fashion 3,725,525 1.6% 128.6%
Restaurants 3,638,702 1.4% 75.0%
Cars 3,276,447 1.6% 166.7%
Food 3,664,558 1.7% 88.95
Financial services 5,814,964 2.4% 50.0%
Consumer electronics 4,174,461 1.6% 60.0%
Travel 3,720,195 1.6% 60.0%
Other 3,142,913 1.5% 36.4%
Unknown 6,917,771 3.0% 11.1%
Product: MobiLens Data: Three month average ending May 09 Country: US - N=
35,520
© comScore, Inc. Proprietary and Confidential. 35
Case Study: Targeting
African-Americans & Hispanics on Mobile Devices

 Total Subs in US 232mm


– African - American 18.6mm (7% vs. 14% of total population )
– Hispanic 16.8 (7.2% on mobile vs. 15.1% of total population)

Mobile Subs (by ethnicity)


1%
African American
7% 4%

American Indian; Eskimo; Aleut


7%
Asian; Native Hawaiian; or other Pacific
4%
Islander
Hispanic

Other
77%

White

Regional New York


Distribution Midwest Northeast South West Total State
Hispanic 1,747,280 2,937,055 5,974,365 5,751,234 16,409,934 1,346,438
African-American 2,930,861 3,009,468 9,761,531 2,453,748 18,155,607 1,491,147

Product: MobiLens
Data: Three month average ending march 09
© comScore, Inc. Proprietary and Confidential. 36 Country: US
N= 35,629
Case Study: Targeting
African-Americans & Hispanics on Mobile Devices Summary &
Recommendations

 Mobile is an attractive platform to engage your target groups


– Small but active group on-device

 While African-American & Hispanics share may traits, significant


differences in behavior need to be taken into consideration in your
marketing efforts
– iPhones vs. Blackberries

 Targeting & Demographic considerations key


– Factoring in carries key to help marketing efficiencies
– Younger skews must be factored into messaging

 Content behavior suggest strategy:


– Heavy content consumption suggest media placements in both browsing
and application environments
– Heavy SMS usage suggest including text messaging updates and offers as
part of your campaign as well
– Interest in news and information category suggest potential for campaign
specific apps/ information delivery mechanism
© comScore, Inc. Proprietary and Confidential. 37
Case Study: Mobile Provides Excellent Opportunity for Advertisers
to Target Affluent Demographics

 For example Cartier (Watches) or business solutions such as IBM and Verizon use mobile advertising

 Mobile advertising provides a unique opportunity to target by device.


 The data below shows that 40% of Blackberry (RIM) and Apple device owners earn over $100,000.

Devices Owners with Income $100,000+


14,000,000 45%
12,000,000 40%
35%

% Penetration
Unique Users

10,000,000
30%
8,000,000 25%
6,000,000 20%
15%
4,000,000
10%
2,000,000 5%
0 0%

Unique Users - Income $100,000+ % Income $100,000+


Product: MobiLens
Data: Three month average ending March 09
© comScore, Inc. Proprietary and Confidential. 38 Country: US - N= 39,241
Case Study: Financial News and Tech News Provide the Greatest
% of Browsers with Income $100,000+

 Over 37% of financial news and 32% of tech news browsers earn over $100,000 per year providing the
best targeting for advertisers searching for this demographic.

Mobile Browsers with Income $100,000+


7,000,000 40.0%

6,000,000 35.0%

30.0%
5,000,000

25.0%

% Penetration
Unique Users

4,000,000
20.0%
3,000,000
15.0%

2,000,000
10.0%

1,000,000 5.0%

0 0.0%
Web search News Weather Sports Financial news Entertainment Tech news
information news

Unique Users - Income $100,000+ % Income $100,000+

Product: MobiLens
Data: Three month average ending March 09
© comScore, Inc. Proprietary and Confidential. 39 Country: US - N= 39,241
Case Study: Nearly 60% of Blackberry Device Owners Who
Browse Financial News Sites Have Income $100,000+

 By combining device and content genre information it is possible to increase targeting.


 40% of Blackberry (RIM) owners, 37% of financial news and 32% of tech news customers have income
$100,000+.

 The combination of Blackberry and financial news increases the penetration by 17.5 percentage points.

% Income $100,000+
70.0%

60.0% 58.0%
51.4%
% income $100,000+

50.0%
40.5%
40.0% 37.3%
32.0%
30.0%

20.0%

10.0%

0.0%
BlackBerry Financial News BlackBerry Tech News BlackBerry Owners Financial news Tech news
Browsers

Product: MobiLens
Data: Three month average ending March 09
© comScore, Inc. Proprietary and Confidential. 40 Country: US - N= 39,241
Case Study: Sprint Targets Their Competitors Customers

Marketers targeting users by device type

Sprint using targeting to entice competitors customers


to change carriers

© comScore, Inc. Proprietary and Confidential. 41


Measuring The Attitudinal Impact of Mobile
Campaigns

Typical Measures Include


 Demographics
– Age, Gender, Income
 Awareness
– Unaided & Aided
 Favorability
 Purchase or other intent
 Ad or Message Recall
 Campaign specific questions

BMx surveys are available on any phone capable of browsing the web

© comScore, Inc. Proprietary and Confidential. 42


Benchmark your Success with our Mobile Norms Data:
In Many Cases, Mobile Is More Effective Then PC

Point lift based on Average


Delta Brand Delta Brand Delta Brand Delta Brand Delta
exposure
A B C D Online *
Top of mind awareness of
+12 +1 +18 --- +1
brand

Total awareness of brand --- +3 -3 --- +2

Awareness of ad +16 +16 +8 +8 +3

Likelihood to recommend
+4 +1 +1 --- +1
brand

Purchase consideration +4 +0 +7 +4 +4

* comScore norms based on online, not mobile campaigns. Additionally, different scales were used to calculate
recommendation and purchase consideration questions.

© comScore, Inc. Proprietary and Confidential. 43


Case Study: Media Mix & Response
Mobile Media Audience Receptive to Advertising

“I’m tempted to buy products I’ve seen advertised”


% of media consumers who

35
agree

30

25

Source: TGI M:Metrics 2008 – Base: All GB adults (aged 15+)


© comScore, Inc. Proprietary and Confidential. 44
Case Study: Media Mix & Response
Potential Greater Effectiveness than DM

Coke Zero drinkers Responsiveness


130

120
Index

110

100

90
Responded to SMS advert Responded to DM

Source: TGI M:Metrics 2008 – Base: All GB adults (aged 15+)

© comScore, Inc. Proprietary and Confidential. 45


So, In Summary…

 Perfect storm of function, features, demand & (almost) price has arrived
 Evolving carrier & OEM business models make on device marketing an increasingly
interesting proposition
 29mm Smartphone users can’t be wrong …..
 But neither can 200mm + “dumb” phones ….
 Connecting the PC to Mobile dots is critical going forward ….
 We have only seen the tip of the content usage iceberg (same can be said of
advertising)
 Mobile is a big (brand) tent …..
 Ignore market projections and shift money to mobile based on goals and audience
 It’s all about targeting …..
 Campaign Measurement is key to understanding impact and competitive dynamics

© comScore, Inc. Proprietary and Confidential. 46


Thank You.

THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™

For more information, please contact


comScore Mobile info@comscore.com