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TheMobileConsumer_BrandRecall-MocoSpace_Briabe_2-3

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					                                               About Us
MocoSpace, founded in October 2005, has grown to          Briabe Media is an award winning, multicultural mobile 
become a vast social network specifically designed for    marketing agency. We help brand and agencies develop 
mobile devices.  We provide brands access to a large,     unique, targeted mobile marketing and advertising 
diverse, and engaged audience.                            solutions that achieve business results.

Largest mobile social network in the United States:           Founded: 2005 In Los Angeles, CA

    Over 14 million registered members                        Our Mission: To help marketers expand their
                                                              reach by leveraging mobile platforms to deliver
    Over three billion monthly page views
                                                              unique, engaging branded interactions.
Developing applications for the mobile web:
                                                           Our Expertise:
    Mobile games
                                                              Targeted Mobile Marketing Campaigns
    Top 25 Iphone app
    Top 10 Android app                                        C t      Mobile Solutions D l
                                                              Custom M bil S l ti                  t
                                                                                         Development
    Launches virtual currency – Moco Gold                     Technology Agnostic Mobile Approach
                                                              Interactive Strategy Integration
Variety of advertising formats to engage members:
                                                           Our Client Focus:
    E‐Card
    E Card
                                                              Consumer Brands
    Home page takeover
                                                              Advertising Agencies
    Interstitials
                                                              Wireless Carriers




                                                                                                                2
                            Study Objectives
Capture imperial information on the effectiveness of mobile advertising in terms of recall levels among
survey respondents.
Identify which brands have higher recall rates among the 12,500 MocoSpace survey respondents.




                                                                                                          3
                            Scope of Report
Analysis of MocoSpace users in their ability to recall specific brands within a mobile advertising
environment.




                                                                                                     4
                      Survey Methodology
Survey designed, managed, and analyzed by Briabe Media with assistance by MocoSpace.
Data collection via mobile web survey between December 1st – December 4th 2010.
T l survey respondents = 12 533
Total            d       12,533.
Respondents came from MocoSpace's mobile social network site.




                                                                                       5
                                          Key Insights
Overall:
     Respondents Demographic Breakdown:
         – Ethnicity: Broad representation – 35% Caucasian, 33% African American, 20% Hispanic, 12% Other,
           1% Asian American.
         – Gender: 71% Female, 29% Males
         – Age: Teenagers (14 ‐ 19) – 22%. Young adults (20 ‐29) – 35%. Adults (30+) ‐ 43%
                       y                                                           p     g     g
      37% state ability to recall advertisements with telecommunication services capturing the greatest number
      of specifically named brands followed by retailers.
By Gender:
      On measures on ad effectiveness, there exists a very small difference between men and women as one
      percent more of females (37%) state they can recall ads more than males (36%).
By Ethnicity:
       At 41% African American respondents lead the other ethnic groups by about six percent in their ability to
       recall mobile ads.
By Age:
     By a slender margin, 39% of those over 30 state their ability to recall advertisements, versus 37% for
     teenage respondents and 35% for those aged between 20 – 29.




                                                                                                                   6
                         Demographic Profile 
Total Survey Respondents: 12,533
Gender:  71% female, 29% male
Age:  Teenagers (14 ‐ 19) ‐ 22%,  Young Adults (Ages 20 – 29) ‐ 35%, and  Adults (Ages 30+) ‐ 43% 
Ethnicity:  Asian American ‐ 1%, African American ‐ 33%, Hispanic American ‐20%,  White American ‐
35%, Other ‐ 12%




                                                                                                     7
            Ability to Recall Mobile Advertisers
Overall Findings:
    A fair portion cite ability to recall mobile ads:
      – 37% of the respondents assert their ability to recall specific advertisements displayed on their mobile phones.




                                                                                                                     8
           Ability to Recall Mobile Advertisers
Ability to Recall Mobile Advertisers – by Gender:

   Women are only slightly more likely to recall mobile advertisement than are men, 37% vs. 36%.




                                                                                                   9
            Ability to Recall Mobile Advertisers
Ability to Recall Mobile Advertisers  – by Ethnicity:

    African Americans recall mobile ads at a higher rate than do other demographic groups, at 41%.
    36% of Asian Americans and White Americans recall mobile ads. 
    Hispanic Americans in the study were the least likely to recall mobile ads, at 34%.




                                                                                                     10
            Ability to Recall Mobile Advertisers
Ability to Recall Mobile Advertisers – by Age:

   Those respondents over 30 years old have a slightly higher recall rate of mobile advertisements than their 
   younger counterparts: 
     – 37% of the teenage respondents can recall mobile ads.
     – 35% of those in their 20s can recall mobile ads.
     – 39% of those over 30 years old can do so.




                                                                                                                 11
              Most Recalled Mobile Advertisers
Top recalled advertiser categories: 
  –       Telecommunications:  Seven of the top 20, with top two positions.
  –       Major Retailers:   Five of the top 20, with two in the top four positions.
  –       Handset Manufacturers:  Three of the top 20.
In order the top five overall recalled brands  ‐ Verizon, at&t, Walmart, Macy's, Sprint
Top recalled brands by category:  Telecommunications – Verizon, Retailers – Walmart, Handset Manufacturers –
Blackberry Entertainment/TV – Dish
Blackberry, Entertainment/TV 
2,548 respondents offered names of specific brands that they recalled.  Top 20 recalled brands are listed in 
alphabetical order by the market category which provides the majority of their revenue.

                    Most frequently recalled advertisers by brands
       Telecommunications      Retailers     Handset Manufacturers Entertainment/ TV
at&t                     Sprint             JCPenney         Blackberry                   Dish
Boost Mobile
Boost Mobile             T‐Mobile
                         T Mobile           Macy s
                                            Macy's           Nokia                        Direct TV
                                                                                          Sony
Cricket                  Verizon            Sears            Samsung
                                                                                          Other Categories
Metro PCS                                   Target
                                                                                          Colgate
                                            Walmart
                                                                                          Nike



                                                                                                                12
           OCOS AC
          MOCOSPACE     BRIABE MEDIA, INC.C
 Rachael Himsel Nunez   634A Venice Blvd., 
MocoSpace PR contact    Venice, CA, 90291
Rachael@vscconsulting   310.694.3283
         415 677 9125
         415.677.9125   310 694 3284
                        310.694.3284
                        info@BriabeMedia.com
                        www.BriabeMedia.com
                        www.twitter.com/BriabeMedia



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posted:1/14/2011
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