Mobile Advertising Study by jennyyingdi

VIEWS: 18 PAGES: 68

									Microsoft Mobile
Advertising Study
Multi-Country Consumer and Industry
Insights

June 2011
Table of Contents
    Overview                                                                                                              page 3

    Multi-Country Consumer Behavior                                                                                       page 5

      •   Purchase Process                                                                                                page 11

    Multi-Country Insights Per Industry                                                                                   page 15

      •   Apparel                                                                                                         page 16

      •   Automotive                                                                                                      page 23

      •   Banking / Financial Services                                                                                    page 29

      •   Consumer Electronics                                                                                            page 34

      •   Consumer Packaged Goods / FMCG                                                                                  page 41

      •   Entertainment                                                                                                   page 48

    Multi-Country Effect of Mobile Advertising                                                                            Page 55

    Multi-Country Mobile Usage                                                                                            page 58

      •   Apps vs. Browse                                                                                                 page 62

    Appendix                                                                                                              Page 65

      •   Methodology                                                                                                     page 66

                    Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
2
Overview
    The surge in smartphone adoption and marketing investment in mobile demands a
    greater understanding of how mobile advertising is affecting offline consumer
    behavior. Our latest research reveals new mobile usage patterns, insights on how
    mobile app and web advertising is changing the way consumers shop and transact
    offline/online as they relate to specific industry verticals ranging from entertainment
    to consumer packaged goods across three countries – the US, the UK and France.

    You will learn the following in this multi-country research study focused on mobile
    Internet users:
    • Mobile consumer usage patterns associated with content, purchasing behavior
        and advertising
    • Consumer insights on how mobile advertising influences offline consumer
        purchase behavior
    • Mobile consumer behavior influenced by mobile OS, device type, mobile apps vs.
        mobile browse and gender
    • Practical mobile advertising insights across industry verticals

    To help make insights more actionable, we have divided the executive summary into
    two parts. Part 1 is a general overview and multi-country analysis. Part 2 contains a
    country specific executive summary for the US, the UK and France.

                    Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
3
Overview
    The industry verticals included in the research study include the following:


            Apparel                                                               Consumer Electronics
            Automotive                                                            Consumer Packaged Goods / FMCG
            Banking / Financial Services                                          Entertainment



    Keep in mind, this content represents only a fraction of the valuable findings in the
    Mobile Advertising Consumer Insights Research conducted by ROI Research, Inc.

    If you would like to see a specific cut of the Mobile Advertising Consumer Insights
    Research, please reach out to https://advertising.microsoft.com/contact-us.

    Note: Other industry sectors covered in this study include Insurance (UK and FR),
    Luxury Items (UK and FR), Financial Services (US), Telecommunications (US) and Travel
    (US).




                      Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
4
    Multi-Country Research
     Consumer Behavior




5
Changing Consumer Behavior Across Markets
Mobile’s Growing Influence in Everyday Life

    •   Mobile serves many functions – a new shopping assistant, a personal
        communication and entertainment device, and a hub for new media consumption
        such as social media, maps / location based services and gaming

            Feature Phones                                                                         Smartphones
                  “Classic”                                                                        “New Generation”

              A way to save time                                                                A place to spend time




                   Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
6
Time Spent on Mobile
Mobile Internet Users Spend About the Same Amount of Time Across
Countries

                                                                                Avg. Time Spent on Mobile by Country




~10 week
                                                                               9.8 hrs. 9.8 hrs. 9.7 hrs.
                                       hrs. per


                                                                                  UK                            US      FR

    Note: Measures time spent on mobile phones other than phone calls or texting ours per week
                  Source: ROI Research, Inc. & Microsoft, Multi Country Mobile Advertising Research Study, March 2011
7
Cross Media Consumption
Mobile’s Growing Influence in Everyday Life

    •   In the US, 4 of 10 mobile consumers use to the mobile devices to look for
        additional info after seeing a TV ad, compared to about 2 in 10 in the UK and FR




             Ad Seen:                                  Go to Mobile for more Info


                                                      22%
                TV                                    16%
                                                      40%


                    Source: ROI Research, Inc. & Microsoft, Multi Country Mobile Advertising Research Study, March 2011
8
Cross Media Consumption
Mobile’s Growing Influence in Everyday Life

    •   In the US, 6 of 10 mobile Internet users go to a PC to look for additional info after
        seeing a mobile ad, compared to 5 of 10 in the UK and 2 of 10 in FR




              Ad Seen:                                   Go to PC for more Info


                                                         46%
                                                         24%
                                                         57%

                     Source: ROI Research, Inc. & Microsoft, Multi Country Mobile Advertising Research Study, March 2011
9
Effect of Mobile Operating Systems (OS)

 •   Mobile Operating Systems (OS) do not impact mobile consumer behavior across
     three markets – the US, the UK and France
 •   We observed NO statically significant behavioral difference across the top mobile
     OS, including iOS, Android, BlackBerry, Windows Phone / Windows Mobile
 •   Browse use is consistently higher than apps across all four mobile operating
     systems studied




                                                                   =
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
10
     Multi-Country Research
        Purchase Process




11
        Mobile Used in Purchase Process
         Pre-Purchase Stage #1




                                                      Mobile used in reading                                      Mobile used in looking for
     Mobile search engine usage
                                                     customer reviews/ratings                                          sales/coupons


         US                                                     US                                                         US
     69%                                               52%                                                                53%
         UK                                                    UK                                                          UK
     62%                                               49%                                                                49%
         FR                                                    FR                                                          FR
     61%                                               45%                                                                41%
                    Source: ROI Research, Inc. & Microsoft, Multi Country Mobile Advertising Research Study, March 2011
12
     Mobile Used in Purchase Process
     Purchase Stage #2



                                                                       Mobile used to purchase
                                                                              products


                                                                                  FR
                                                                         40%
                                                                                  US
                                                                         39%
                                                                                  UK
                                                                         34%

              Source: ROI Research, Inc. & Microsoft, Multi Country Mobile Advertising Research Study, March 2011
13
     Mobile Used in Purchase Process
     Post-Purchase Stage #3


                                                                                              +                   +

     Mobile used to check order                                                  Mobile used to share product
               status                                                                  info with others


                US                                                                                US
           69%                                                                          52%
                UK                                                                                UK
           62%                                                                         49%
                FR                                                                                FR
           61%                                                                         45%
                Source: ROI Research, Inc. & Microsoft, Multi Country Mobile Advertising Research Study, March 2011
14
       Multi-Country Research
     Insights by Industry Vertical
                                        Apparel
                                        Automotive
                                        Banking / Financial Services
                                        Consumer Electronics
                                        Consumer Packaged Goods / FMCG
                                        Entertainment




15     Note: Other industry sectors covered in this study include Insurance (UK and FR), Luxury Items (UK
       and FR), Telecommunications (US) and Travel (US)
     Apparel Industry




16
Apparel Industry: Mobile Ad Recall
Mobile Ad Recall Across Browse, Search and Apps


Mobile users who recall a mobile apparel ad


•    Among mobile users, the highest ad                                                                                                      46%
     recall is from mobile browse, followed                                                                                          33%
     by mobile apps, then mobile search
                                                                                                                                              49%

•    The only exception is the US, where
     mobile apps ad recall is higher than                                                                                                   44%
     both mobile browse and mobile search
                                                                                                                               25%

                                                                                                                                      37%



                                                                                                                                       39%

                                                                                                                                 31%

                                                                                                                                      36%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
17
Apparel Industry: Driving In Store Traffic
Mobile Ad Effect on Offline Visits




Mobile users who went to a an offline                                                                                    FR
store after seeing an apparel ad on their
mobile devices
                                                                                                    US               83%
                                                                                          78%                                  UK
•    Mobile users in the FR (83%) are                                                                                         72%
     the most interested in visiting an
     offline store after being exposed to
     an apparel ad on their mobile
     devices




                                                                                                     Went to Offline Store

                   Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
18
Apparel Industry: Mobile Shopping
Interest in Shopping at Stores that Offer Digital Coupons




Mobile users who are very likely to shop                                                                                 US
at apparel stores that offer digital
coupons
                                                                                                    FR               41%
                                                                                          39%                                  UK
•    Mobile users in the US (41%) are                                                                                         32%
     the most enthusiastic about
     shopping at retail stores that offer
     retail apparel related digital
     coupons




                                                                                             Shop at Store with Coupons

                   Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
19
Apparel Industry: Post-Click Offline Purchase
Offline Purchase Behavior Across Browse, Search and Apps

Mobile users who made an offline purchase after clicking on an apparel ad on their
mobile devices

•    Among mobile users who have clicked                                                                                                           28%
     on an apparel ad, the largest influence                                                                                               21%
     driving offline apparel purchases is
                                                                                                                                       19%
     mobile browse, followed by mobile
     search, then mobile apps
                                                                                                                                           21%

                                                                                                                                     16%

                                                                                                                               12%



                                                                                                                                                   29%

                                                                                                                                             23%

                                                                                                                                     16%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
20
Apparel Industry: Post-Click Mobile Purchase
Mobile Purchase Behavior Across Browse, Search and Apps

Mobile users who made a mobile purchase after clicking on an apparel ad on their
mobile devices

•    Among mobile users who have clicked                                                                                                         28%
     on an apparel ad, the largest influence                                                                                               21%
     driving mobile apparel purchases is
                                                                                                                                     17%
     mobile browse, followed by mobile
     search, then mobile apps
                                                                                                                                           21%

                                                                                                                                15%

                                                                                                                               13%



                                                                                                                                                 29%

                                                                                                                                      19%

                                                                                                                               13%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
21
Apparel Industry: Post-Click Online Purchase
Online Purchase Behavior Across Browse, Search and Apps

Mobile users who made an online purchase after clicking on an apparel ad on their
mobile devices

•    Among mobile users who have clicked                                                                                                       28%
     on an apparel ad, the largest influence                                                                                                  26%
     driving online apparel purchases is
                                                                                                                                        20%
     mobile browse, followed by mobile
     search, then mobile apps
                                                                                                                                              26%

                                                                                                                                  15%

                                                                                                                           9%



                                                                                                                                                     33%

                                                                                                                                               28%

                                                                                                                                12%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
22
     Automotive Industry




23
Automotive Industry: Mobile Ad Recall
Mobile Ad Recall Across Browse, Search and Apps


Mobile users who recall a mobile auto ad


•    Among mobile users, the highest ad                                                                                                          50%
     recall is from mobile browse, followed                                                                                          33%
     by mobile search, then mobile apps
                                                                                                                               25%


•    The only exception was in FR in which                                                                                           29%
     mobile apps (40%) had a higher recall
     than mobile search                                                                                                         25%

                                                                                                                               24%


•    Mobile users in FR and the US had the
     highest mobile browse ad recall (50%)                                                                                                       50%

                                                                                                                                 31%

                                                                                                                                           40%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
24
Automotive Industry: Driving In Store Traffic
Mobile Ad Effect on Offline Visits




Mobile users who went to an auto                                                                                         FR
dealership/offline store after seeing an
auto ad on their mobile devices
                                                                                                    US               81%
                                                                                          78%                                  UK
•    Mobile users in FR (81%) are the                                                                                         77%
     most interested in visiting auto
     dealers/offline stores after being
     exposed to an auto ad on their
     mobile device




                                                                                   Went to Auto Dealer/ Offline Store

                   Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
25
Auto Industry: Post-Click Offline Purchase
Mobile Ad Effect on Offline Purchase

Mobile users who made an offline auto related purchase after clicking on an auto ad
on their mobile devices

•    Among mobile users who have clicked                                                                                                      25%
     on an auto ad, the largest influence                                                                                                   22%
     driving offline auto related purchases is
                                                                                                                                 13%
     from mobile browse, followed by
     mobile search, then mobile apps
                                                                                                                                      20%

                                                                                                                           9%

                                                                                                                                 16%



                                                                                                                                             25%

                                                                                                                                              27%

                                                                                                                                12%


                                                                                      Browse           Search            Apps
                   Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
26
Auto Industry: Post-Click Mobile Purchase
Mobile Ad Effect on Mobile Purchase

Mobile users who made a mobile auto related purchase after clicking on an auto ad
on their mobile devices

•    Among mobile users who have clicked                                                                                                      25%
     on an auto ad, the largest influence                                                                                                   22%
     driving mobile auto related purchases is
                                                                                                                                13%
     mobile browse in the US and the UK
     and mobile search in FR
                                                                                                                                      20%

                                                                                                                          9%

                                                                                                                                16%



                                                                                                                                             25%

                                                                                                                                                  27%

                                                                                                                               12%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
27
Auto Industry: Post-Click Online Purchase
Mobile Ad Effect on Online Purchase

Mobile users who made an online auto related purchase after clicking on an auto ad
on their mobile devices

•    Among mobile users who have clicked                                                                                                           24%
     on an auto ad, the largest influence                                                                                                     21%
     driving online auto related purchases is
                                                                                                                                      14%
     from mobile browse, followed by
     mobile search, then mobile apps
                                                                                                                                            23%
•    The only exception is FR (27%) where
     mobile search has the largest influence                                                                                            20%

                                                                                                                                11%



                                                                                                                                                  24%

                                                                                                                                                    27%

                                                                                                                                      14%


                                                                                      Browse           Search            Apps
                   Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
28
     Banking Industry/Financial Services




29
Banking/Fin. Services Industry: Ad Recall
Mobile Ad Recall Across Browse, Search and Apps


Mobile users who recall a mobile banking/financial services ad


•    Among mobile users, the highest                                                                                                           50%
     banking/financial services ad recall is                                                                                           36%
     from mobile browse, followed by
                                                                                                                                       34%
     mobile search, then mobile apps

•    The only exception is FR (33%) where                                                                                                40%
     mobile browse and mobile search are
     the same                                                                                                                          36%

                                                                                                                                21%



                                                                                                                                       33%

                                                                                                                                       33%

                                                                                                                                 23%


                                                                                      Browse           Search            Apps
                   Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
30
Banking/Fin. Services Industry: Offline Purchase
Mobile Ad Effect on Offline Purchase

Mobile users who made an offline banking / financial services related purchase after
clicking on a banking / financial services ad on their mobile devices

•    Among mobile users who have clicked                                                                                              15%
     on a banking/fin. serv. ad, the largest                                                                                   14%
     influence driving offline banking/fin.
                                                                                                                                      15%
     serv. related purchases is from mobile
     browse, followed by mobile search, then
     mobile apps in the UK                                                                                                             26%

•    The exceptions are in the US where                                                                                        13%

     mobile browse and mobile apps are the                                                                              6%
     same. In FR, mobile search has the
     largest influence
                                                                                                                                            25%

                                                                                                                                             27%

                                                                                                                                12%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
31
Banking/Fin. Services Industry: Mobile Purchase
Mobile Ad Effect on Mobile Purchase

Mobile users who made a mobile banking / financial services related purchase after
clicking on a banking / financial services ad on their mobile devices

•    Among mobile users who have clicked                                                                                                    20%
     on a banking/fin. serv. ad, the largest                                                                                        14%
     influence driving mobile banking/fin.
                                                                                                                                    13%
     serv. related purchases is mobile
     browse, followed by mobile search, then
     mobile apps                                                                                                                             23%

                                                                                                                                    15%

                                                                                                                          8%



                                                                                                                                                  25%

                                                                                                                                      16%

                                                                                                                               9%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
32
Banking/Fin. Services Industry: Online Purchase
Mobile Ad Effect on Online Purchase

Mobile users who made an online auto related purchase after clicking on an auto ad
on their mobile devices

•    Among mobile users who have clicked                                                                                                    18%
     on an auto ad, the largest influence                                                                                                     21%
     driving online auto related purchases is
                                                                                                                                     14%
     from mobile browse, followed by
     mobile search, then mobile apps in UK
                                                                                                                                                  24%
•    The only exception is the US (21%)
     where mobile search has the largest                                                                                              15%

     influence and in FR where mobile                                                                                           9%
     browse and mobile search are the same

                                                                                                                                             21%

                                                                                                                                             21%

                                                                                                                                     14%


                                                                                      Browse           Search            Apps
                   Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
33
     Consumer Electronics Industry




34
Consumer Electronics Industry: Ad Recall
Mobile Ad Recall Across Browse, Search and Apps


Mobile users who recall a mobile electronics ad


•    Among mobile users, the highest ad                                                                                                           52%
     recall is from mobile browse, followed                                                                                            37%
     by mobile apps, then mobile search
                                                                                                                                     31%



                                                                                                                                            42%

                                                                                                                                      33%

                                                                                                                                 29%



                                                                                                                                             46%

                                                                                                                                     31%

                                                                                                                               23%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
35
Consum. Electronics Industry: In Store Traffic
Mobile Ad Effect on Offline Visits




Mobile users who went to a an offline                                                                                   FR
store after seeing a consumer electronics
ad on their mobile devices
                                                                                                   US               70%
                                                                                         69%                                  UK
•    Mobile users in FR (70%) and the                                                                                        61%
     US (69%) are the most interested in
     visiting offline stores after being
     exposed to an electronics ad on
     their mobile device




                                                                                                    Went to Offline Store

                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
36
Consum. Electronics Industry: Mobile Shopping
Interest in Shopping at Stores that Offer Digital Coupons




Mobile users who are very likely to shop                                                                                 US
at stores that offer electronics digital
coupons
                                                                                                    FR               41%
                                                                                          37%                                  UK
•    Mobile users in the US (41%) are                                                                                         32%
     the most enthusiastic about
     shopping at retail stores that offer
     consumer electronic related digital
     coupons




                                                                                             Shop at Store with Coupons

                   Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
37
Cons. Electronics Industry: Offline Purchase
Offline Purchase Behavior Across Browse, Search and Apps

Mobile users who made an offline purchase after clicking on an electronics ad on
their mobile devices

•    Among mobile users who have clicked                                                                                                     23%
     on an electronics ad, the largest                                                                                                18%
     influence driving offline electronics
                                                                                                                                     16%
     purchases is mobile search, followed by
     mobile browse, then mobile apps
                                                                                                                                      17%
•    The only exception is the US where
     mobile browse has a larger influence                                                                                                  20%

     than mobile search                                                                                                        13%



                                                                                                                                      18%

                                                                                                                                                 26%

                                                                                                                               13%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
38
Cons. Electronics Industry: Mobile Purchase
Mobile Purchase Behavior Across Browse, Search and Apps

Mobile users who made a mobile purchase after clicking on an electronics ad on their
mobile devices

•    Among mobile users who have clicked                                                                                                    21%
     on an electronics ad, the largest                                                                                                    18%
     influence driving mobile electronics
                                                                                                                                    14%
     purchases is mobile search, followed by
     mobile browse, then mobile apps
                                                                                                                                      17%
•    The only exception is US mobile users
     where mobile browse is a slightly larger                                                                                              20%

     influence                                                                                                          6%



                                                                                                                                          18%

                                                                                                                                                  25%

                                                                                                                               9%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
39
Cons. Electronics Industry: Online Purchase
Online Purchase Behavior Across Browse, Search and Apps

Mobile users who made an online purchase after clicking on an electronics ad on
their mobile devices

•    Among mobile users who have clicked                                                                                                      25%
     on an electronics ad, the largest                                                                                                        24%
     influence driving online electronics
                                                                                                                                11%
     purchases was mobile search, followed
     by mobile browse, then mobile apps in
     FR
                                                                                                                                            18%

•    The exceptions are in the US where                                                                                                     18%

     mobile browse has a larger influence                                                                                      8%
     than mobile search and in the UK,
     mobile search and mobile browse have
     the same influence                                                                                                               16%

                                                                                                                                                    28%

                                                                                                                               10%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
40
     Consumer Packaged Goods (CPG)
                Industry




41
CPG Industry: Mobile Ad Recall
Mobile Ad Recall Across Browse, Search and Apps


Mobile users who recall a mobile CPG ad


•    Among mobile users, the highest ad                                                                                                            53%
     recall is from mobile browse, followed                                                                                                  43%
     by mobile apps, then mobile search
                                                                                                                                      31%



                                                                                                                                                     57%

                                                                                                                                       34%

                                                                                                                               20%



                                                                                                                                                    54%

                                                                                                                                            38%

                                                                                                                                23%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
42
CPG Industry: Driving In Store Traffic
Mobile Ad Effect on Offline Visits




Mobile users who went to a an offline                                                                                    FR
store after seeing a CPG ad on their
mobile devices
                                                                                                    US               88%
                                                                                          87%                                  UK
•    Mobile users in FR (88%) are the                                                                                         68%
     most interested in visiting an offline
     store after being exposed to a CPG
     ad on their mobile device




                                                                                                     Went to Offline Store

                   Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
43
CPG Industry: Mobile Shopping
Interest in Shopping at Stores that Offer Digital Coupons



                                                                                                                         US
Mobile users who are very likely to shop
at stores that offer CPG digital coupons                                                            FR               45%
                                                                                          39%                                  UK
•    Mobile users in the US (45%) are                                                                                         39%
     the most enthusiastic about
     shopping at retail stores that offer
     CPG related digital coupons

•    In FR and the UK, mobile users had
     the same enthusiasm about
     shopping offline stores that offered
     CPG coupons


                                                                                             Shop at Store with Coupons

                   Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
44
CPG Industry: Post-Click Offline Purchase
Offline Purchase Behavior Across Browse, Search and Apps

Mobile users who made an offline purchase after clicking on a CPG ad on their
mobile devices

•    Among mobile users who have clicked                                                                                             26%
     on a CPG ad, the largest influence                                                                                                30%
     driving offline apparel purchases was
                                                                                                                               21%
     mobile search, followed by mobile
     browse, then mobile apps in the US and
     the UK
                                                                                                                                            25%

•    The only exception was FR where                                                                                                         27%

     mobile browse had a larger influence                                                                               5%
     than mobile search

                                                                                                                                                  30%

                                                                                                                                            26%

                                                                                                                                      21%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
45
CPG Industry: Post-Click Mobile Purchase
Mobile Purchase Behavior Across Browse, Search and Apps

Mobile users who made a mobile purchase after clicking on a CPG ad on their mobile
devices

•    Among mobile users who have clicked                                                                                                        28%
     on a CPG ad, the largest influence                                                                                                         27%
     driving mobile apparel purchases is
                                                                                                                                      17%
     mobile browse, followed by mobile
     search, then mobile apps
                                                                                                                                          18%

                                                                                                                                     16%

                                                                                                                                    14%



                                                                                                                                                      34%

                                                                                                                                                28%

                                                                                                                              10%


                                                                                    Browse           Search            Apps
                 Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
46
CPG Industry: Post-Click Online Purchase
Online Purchase Behavior Across Browse, Search and Apps

Mobile users who made an online purchase after clicking on a CPG ad on their mobile
devices

•    Among mobile users who have clicked                                                                                                               35%
     on a CPG ad, the largest influence                                                                                              18%
     driving online apparel purchases is
                                                                                                                                      19%
     mobile browse, followed by mobile
     search, then mobile apps
                                                                                                                                           21%
•    The only exception is the US where
     mobile apps had a slightly larger                                                                                               16%

     influence than mobile search                                                                                              12%



                                                                                                                                                   34%

                                                                                                                                                 31%

                                                                                                                               15%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
47
     Entertainment Industry




48
Entertainment Industry: Mobile Ad Recall
Mobile Ad Recall Across Browse, Search and Apps


Mobile users who recall a mobile entertainment ad


•    Among mobile users, the highest ad                                                                                                       46%
     recall is from mobile browse, followed                                                                                            36%
     by mobile apps, then mobile search
                                                                                                                                       36%

•    The only exception is the US where
     mobile search and mobile apps have                                                                                                      45%
     the same ad recall
                                                                                                                                       39%

                                                                                                                                     33%



                                                                                                                                                   48%

                                                                                                                                26%

                                                                                                                               23%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
49
Entertainment Industry: Driving In Store Traffic
Mobile Ad Effect on Offline Visits




Mobile users who went to an offline store                                                                                FR
after seeing an entertainment ad on their
mobile devices
                                                                                                    US               64%
                                                                                          60%                                  UK
•    Mobile users in FR (64%) are the                                                                                         50%
     most interested in visiting offline
     stores after being exposed to an
     entertainment ad on their mobile
     device




                                                                                                     Went to Offline Store

                   Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
50
Entertainment Industry: Mobile Shopping
Interest in Shopping at Stores that Offer Digital Coupons




Mobile users who are very likely to shop                                                                                 US
at stores that offer entertainment digital
coupons
                                                                                                    FR               45%
                                                                                          43%                                  UK
•    Mobile users in the US (45%) are                                                                                         37%
     the most enthusiastic about
     shopping at retail stores that offer
     consumer electronic related digital
     coupons.




                                                                                             Shop at Store with Coupons

                   Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
51
Entertainment Industry: Offline Purchase
Offline Purchase Behavior Across Browse, Search and Apps

Mobile users who made an offline purchase after clicking on an entertainment ad on
their mobile devices

•    Among mobile users who have clicked                                                                                                     20%
     on an entertainment ad, the largest                                                                                                     20%
     influence driving offline entertainment
                                                                                                                                 14%
     purchases are mobile search and mobile
     browse for both the US and the UK
                                                                                                                                           17%
•    The only exception is FR where mobile
     search has a larger influence than                                                                                                    17%

     mobile browse                                                                                                               13%



                                                                                                                                     14%

                                                                                                                                             20%

                                                                                                                               11%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
52
Entertainment Industry: Mobile Purchase
Mobile Purchase Behavior Across Browse, Search and Apps

Mobile users who made a mobile purchase after clicking on an entertainment ad on
their mobile devices

•    Among mobile users who have clicked                                                                                       15%
     on an entertainment ad, the largest                                                                                             18%
     influence driving mobile entertainment
                                                                                                                                     18%
     purchases is mobile browse in the UK
     and mobile search in FR
                                                                                                                                     22%
•    The only exception is the US where
     mobile search and mobile apps have                                                                                        12%

     the largest influence                                                                                                     12%



                                                                                                                               11%

                                                                                                                                           25%

                                                                                                                               11%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
53
Entertainment Industry: Online Purchase
Online Purchase Behavior Across Browse, Search and Apps

Mobile users who made an online purchase after clicking on an entertainment ad on
their mobile devices

•    Among mobile users who have clicked                                                                                                   18%
     on an entertainment ad, the largest                                                                                                         22%
     influence driving online entertainment
                                                                                                                                     14%
     purchases is mobile search, followed by
     mobile browse, then mobile apps
                                                                                                                                           22%
•    The exception is the UK where mobile
     browse had a larger influence than                                                                                             15%

     mobile search                                                                                                        9%



                                                                                                                                           17%

                                                                                                                                                 21%

                                                                                                                               9%


                                                                                     Browse           Search            Apps
                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
54
       Multi-Country Research
     Effect of Mobile Advertising




55
Effect of Mobile Advertising
Mobile Browse Ad Recall


                              US 46%                                                                           US 50%
                              UK 44%                                                                           UK 40%
        Apparel               FR 39%                                         Automotive                        FR 30%


                              US 51%                                                                           US 53%
                              UK 57%                                                                           UK 57%
       Banking/
       Fin. Serv.             FR 67%                                           CPG / FMCG                      FR 54%

                               US 52%                                                                          US 46%
                               UK 42%                                                                          UK 45%
       Electronics             FR 46%                                      Entertainment                       FR 48%



               Source: ROI Research, Inc. & Microsoft, Multi Country Mobile Advertising Research Study, March 2011
56
Effect of Mobile Advertising
Visited an Offline Store


                               US 78%                                                                           US 65%
                               UK 72%                                                                           UK 64%
         Apparel               FR 83%                                         Automotive                        FR 71%


                               US 51%                                                                           US 87%
                               UK 57%                                                                           UK 68%
        Banking/
        Fin. Serv.             FR 67%                                           CPG / FMCG                      FR 88%

                                US 69%                                                                          US 62%
                                UK 61%                                                                          UK 50%
        Electronics             FR 70%                                      Entertainment                       FR 64%



                Source: ROI Research, Inc. & Microsoft, Multi Country Mobile Advertising Research Study, March 2011
57
     Multi-Country Research
          Mobile Usage




58
Mobile Consumer Behavior
Mobile Search is the Most Popular Activity Across Markets




                                                                                                                   FR
                                                                                           US               94%
           9 of                                                                  93%                                     UK


          10                                                                                                            93%


      In US, mobile search
      activity increased by
       13% from 2009 to
               2010
                                                                                                   Mobile Search

             Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
59
Mobile Consumer Behavior
In the Utility Category, Email, Weather, and Maps Usage is 90% Across
Markets



                                                                                                                           US
                                                                                                   UK               94%
                              nearly                                                     90%                                     FR
                                                                                                                                90%
 Weather           Maps       9 of
           Email
                            10
                                                                                                                     Email

                     Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
60
Mobile Consumer Behavior
In the Entertainment Category, Gaming, Social Networking and Music
Usage is Nearly 80% Across Markets



                                                                                                                            FR
                                                                                                    US               81%
                             nearly                                                       78%                                     UK
                                                                                                                                 77%
     Gaming      Social
                            8 of
         Music            10
                                                                                                       Social Networking

                      Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
61
     Multi-Country Research
     Apps vs. Browse Usage




62
Mobile Consumer Behavior
Mobile Search Usage Varies Between Browse vs. Apps



                                                                                                                         UK
     Mobile Search Browse is Preferred over
                     App                                                                      FR                5x more
                                                                                    3x more                                      US

•     In the UK, mobile search browse is                                                                                      95% more
      5 times more popular than mobile
      search apps

•     In the UK, mobile search browse is
      3 times more popular than mobile
      search apps

•     In the US, mobile search browse is
      95% more popular than mobile
      search apps                                                                           Mobile Search – Use of
                                                                                           browse compared to apps
                   Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
63
Mobile Consumer Behavior
Mobile Games Usage Varies Between Browse vs. Apps



                                                                                                                         FR
    Mobile Gaming Apps are Preferred over
                  Browse                                                                      UK                3x more
                                                                                    2x more                                      US
•     In the UK, mobile gaming apps are                                                                                       65% more
      3 times more popular than mobile
      browse

•     In the UK, mobile gaming apps are
      2 times more popular than mobile
      browse

•     In the US, mobile gaming apps are
      65% more popular than mobile
      browse                                                                            Mobile Games – Use of apps
                                                                                          compared to browse
                   Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
64
     Multi-Country Research
            Appendix




65
Research Methodology
 The objective of the Multi-Country Mobile Advertising Research Study is to understand the
 role mobile plays in consumers’ daily lives, within specific industry vertical product categories and
 across mobile browse, apps, mobile OS, and device types across the US, the UK and France.




        France                         United States                             United Kingdom

 The key components of the quantitative research study led by ROI Research were:
  • Respondents must have accessed the mobile Internet once a week and have made an online
    purchase in the past six months
     • A total of 2,004 respondents participated in a 15 minute online survey.
     • Each country had 8 industry sectors covered
     • There were four categories of device types used in the study (iPhone, BlackBerry, Other
       Smartphones and Feature Phones)

 The study covered a total of 11 different industry verticals – eight in each country.




 Apparel         Auto       Banking            CPG           Consumer         Entertainment       Financial        Insurance   Luxury   Telecom   Travel
                                                             Electronics                          Services                      Items


66                      Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
Research Methodology
Microsoft commissioned ROI Research and Essential Research to conduct the research in
November 2010 in the United States (US), the United Kingdom (UK) and France (FR). This was the
second year in a row the US study has been completed.



                                                                       US                           UK                           FR
     Industry Verticals                                               2010                         2010                         2010
     Apparel
     Automotive
     Banking (Financial Services)
     Consumer Electronics
     Consumer Packaged Goods / FMCG
     Entertainment
     Financial Services
     Insurance (Financial Services)
     Luxury Items
     Travel
      Total Verticals

67                        Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
Additional Resources


Keep in mind, this content represents on a fraction of the
valuable findings in the Mobile Advertising Consumer
Insights Research conducted by ROI Research, Inc.


If you would like to see a specific cut of the Mobile
Advertising Consumer Insights Research, please reach out
to your sales and support contact:

https://advertising.microsoft.com/contact-us


To stay up-to-date on the latest Mobile Advertising Multi-
Country Consumer Trends and Industry Vertical Insights,
please visit:

https://msapub.moonport.net/preview/mobile-
advertising-industry-insights




68                  Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

								
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