2_2011 microsoft mobile multi-country consumer and industry insights

8/2/2019 2_2011 Microsoft Mobile Multi-Country Consumer and Industry Insights

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2011 Mobile AdvertisingResearch StudyMulti-Country Consumer and IndustryInsightsJune 2011


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Table of Contents

Source:ROIResearch,Inc.&Microsoft,Multi-CountryMobileAdvertisingResearchStudy,March2011

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


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The surge in smartphone adoption and marketing investment in mobile demands a

greater understanding of how mobile advertising is affecting offline consumerbehavior. Our latest research reveals new mobile usage patterns, insights on howmobile app and web advertising is changing the way consumers shop and transactoffline/online as they relate to specific industry verticals ranging from entertainmentto 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 consumerpurchase 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 intotwo parts. Part 1 is a general overview and multi-country analysis. Part 2 contains acountry specific executive summary for the US, the UK and France.

Overview



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The industry verticals included in the research study include the following:

Keep in mind, this content represents only a fraction of the valuable 2011 MobileAdvertising Consumer Insights Research findings conducted by ROI Research, Inc.

If you would like to see a specific cut of the 2011 Mobile Advertising ConsumerInsights 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).

Overview


Apparel Consumer Electronics

Automotive Consumer Packaged Goods / FMCG

Banking / Financial Services Entertainment
https://advertising.microsoft.com/contact-ushttps://advertising.microsoft.com/contact-ushttps://advertising.microsoft.com/contact-ushttps://advertising.microsoft.com/contact-ushttps://advertising.microsoft.com/contact-ushttps://advertising.microsoft.com/contact-ushttps://advertising.microsoft.com/contact-us


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Multi-Country ResearchConsumer Behavior

5


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New Generation

Smartphones

Classic

Feature Phones

Changing Consumer Behavior Across MarketsMobiles Growing Influence in Everyday Life

A way to save time A place to spend time

Mobile serves many functions a new shopping assistant, a personalcommunication and entertainment device, and a hub for new media consumptionsuch as social media, maps / location based services and gaming



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9.8 hrs.

US FRUK

9.7 hrs.9.8 hrs.

Avg. Time Spent on Mobile by Country

Time Spent on MobileMobile Internet Users Spend About the Same Amount of Time AcrossCountries

Note: Measures time spent on mobile phones other than phone calls or texting ours per week

hrs. perweek~10

Source:ROIResearch,Inc.&Microsoft,MultiCountryMobileAdvertisingResearchStudy,March2011


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22%16%

40%

Ad Seen:

Cross Media ConsumptionMobiles Growing Influence in Everyday Life

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


Go to Mobile for more Info

TV


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46%24%

57%

Cross Media ConsumptionMobiles Growing Influence in Everyday Life

In the US, 6 of 10 mobile Internet users go to a PC to look for additional info afterseeing 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


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=

Mobile Operating Systems (OS) do not impact mobile consumer behavior acrossthree markets the US, the UK and France

We observed NO statically significant behavioral difference across mobile OS,including iOS, Android, BlackBerry, Windows Phone / Windows Mobile

Browse use is consistently higher than apps across all four mobile operatingsystems studied

Effect of Mobile Operating Systems (OS)



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Multi-Country ResearchPurchase Process

11


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69%US

61%

Mobile Search Engine UsageMobile used in reading

customer reviews/ratingsMobile used in looking for

sales/coupons

62%

UK

FR

Mobile Used in Purchase ProcessPre-Purchase Stage #1


52%US

45%

49%UK

FR

53%US

41%

49%UK

FR


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Mobile used to purchaseproducts

40%

FR

34%

39%US

UK

Mobile Used in Purchase ProcessPurchase Stage #2



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69%US

61%

Mobile used to check orderstatus

Mobile used to share productinfo with others

62%

UK

FR

52%US

45%49%

UK

FR

+ +

Mobile Used in Purchase ProcessPost-Purchase Stage #3



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Multi-Country ResearchInsights by Industry Vertical

15

Apparel

Automotive

Banking / Financial Services

Consumer Electronics

Consumer Packaged Goods / FMCG

Entertainment

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


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Apparel Industry

16


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Apparel Industry: Mobile Ad Recall

Among mobile users, the highest adrecall is from mobile browse, followedby mobile apps, then mobile search

The only exception is the US, wheremobile apps ad recall is higher thanboth mobile browse and mobile search


49%

33%

46%

Mobile users who recall a mobile apparel ad

AppsSearchBrowse

37%

25%

44%

36%

31%

39%

Mobile Ad Recall Across Browse, Search and Apps


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Apparel Industry: Driving In Store Traffic

Mobile users in the FR (83%) arethe most interested in visiting anoffline store after being exposed toan apparel ad on their mobiledevices


Mobile users who went to a an offlinestore after seeing an apparel ad on theirmobile devices 83%

78%72%

WenttoOfflineStore

FR

UKUS

Mobile Ad Effect on Offline Visits


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Apparel Industry: Mobile Shopping

Mobile users in the US (41%) arethe most enthusiastic aboutshopping at retail stores that offerretail apparel related digitalcoupons


Mobile users who are very likely to shopat apparel stores that offer digitalcoupons 41%

39%32%

ShopatStorewithCoupons

FR

UK

US

Interest in Shopping at Stores that Offer Digital Coupons


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Apparel Industry: Post-Click Offline Purchase

Among mobile users who have clickedon an apparel ad, the largest influencedriving offline apparel purchases ismobile browse, followed by mobilesearch, then mobile apps


19%

21%

28%

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

AppsSearchBrowse

12%

16%

21%

16%

23%

29%

Offline Purchase Behavior Across Browse, Search and Apps


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Apparel Industry: Post-Click Mobile Purchase

Among mobile users who have clickedon an apparel ad, the largest influencedriving mobile apparel purchases ismobile browse, followed by mobilesearch, then mobile apps


17%

21%

28%

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

AppsSearchBrowse

13%

15%

21%

13%

19%

29%

Mobile Purchase Behavior Across Browse, Search and Apps


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Apparel Industry: Post-Click Online Purchase

Among mobile users who have clickedon an apparel ad, the largest influencedriving online apparel purchases ismobile browse, followed by mobilesearch, then mobile apps

20%

26%

28%

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

AppsSearchBrowse

9%

15%

26%

12%

28%

33%

Online Purchase Behavior Across Browse, Search and Apps



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Automotive Industry

23


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Automotive Industry: Mobile Ad Recall

Among mobile users, the highest adrecall is from mobile browse, followedby mobile search, then mobile apps

The only exception was in FR in whichmobile apps (40%) had a higher recallthan mobile search

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


25%

33%

50%

Mobile users who recall a mobile auto ad

AppsSearchBrowse

24%

25%

29%

40%

31%

50%



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Automotive Industry: Driving In Store Traffic

Mobile users in FR (81%) are themost interested in visiting autodealers/offline stores after beingexposed to an auto ad on theirmobile device


Mobile users who went to an autodealership/offline store after seeing anauto ad on their mobile devices 81%

78%77%

WenttoAutoDealer/OfflineStore

FR

UKUS



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Auto Industry: Post-Click Offline PurchaseMobile Ad Effect on Offline Purchase

Among mobile users who have clickedon an auto ad, the largest influencedriving offline auto related purchases isfrom mobile browse, followed bymobile search, then mobile apps


13%

22%

25%

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

AppsSearchBrowse

16%

9%

20%

12%

27%

25%


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Auto Industry: Post-Click Mobile PurchaseMobile Ad Effect on Mobile Purchase

Among mobile users who have clickedon an auto ad, the largest influencedriving mobile auto related purchases ismobile browse in the US and the UKand mobile search in FR


13%

22%

25%

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

AppsSearchBrowse

16%

9%

20%

12%

27%

25%


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Auto Industry: Post-Click Online PurchaseMobile Ad Effect on Online Purchase


Among mobile users who have clicked

on an auto ad, the largest influencedriving online auto related purchases isfrom mobile browse, followed bymobile search, then mobile apps

The only exception is FR (27%) wheremobile search has the largest influence

14%

21%

24%

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

AppsSearchBrowse

11%

20%

23%

14%

27%

24%


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Banking Industry/Financial Services

29


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Among mobile users, the highestbanking/financial services ad recall isfrom mobile browse, followed bymobile search, then mobile apps

The only exception is FR (33%) wheremobile browse and mobile search arethe same


34%

36%

50%

Mobile users who recall a mobile banking/financial services ad

AppsSearchBrowse

21%

36%

40%

23%

33%

33%


Banking/Fin. Services Industry: Ad Recall


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Mobile Ad Effect on Offline Purchase

Among mobile users who have clickedon a banking/fin. serv. ad, the largestinfluence driving offline banking/fin.serv. related purchases is from mobile

browse, followed by mobile search, thenmobile apps in the UK

The exceptions are in the US wheremobile browse and mobile apps are thesame. In FR, mobile search has the

largest influence

15%

14%

15%

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

AppsSearchBrowse

6%

13%

26%

12%

27%

25%

Banking/Fin. Services Industry: Offline Purchase



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Banking/Fin. Services Industry: Mobile PurchaseMobile Ad Effect on Mobile Purchase


Among mobile users who have clicked

on a banking/fin. serv. ad, the largestinfluence driving mobile banking/fin.serv. related purchases is mobile

browse, followed by mobile search, thenmobile apps

13%

14%

20%

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

AppsSearchBrowse

8%

15%

23%

9%

16%

25%


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Mobile Ad Effect on Online Purchase

Among mobile users who have clickedon an auto ad, the largest influencedriving online auto related purchases isfrom mobile browse, followed by

mobile search, then mobile apps in UK

The only exception is the US (21%)where mobile search has the largestinfluence and in FR where mobilebrowse and mobile search are the same

14%

21%

18%

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

AppsSearchBrowse

9%

15%

24%

14%

21%

21%

Banking/Fin. Services Industry: Online Purchase



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Consumer Electronics Industry

34


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Consumer Electronics Industry: Ad Recall



31%

37%

52%

Mobile users who recall a mobile electronics ad

AppsSearchBrowse

29%

33%

42%

23%

31%

46%



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Consum. Electronics Industry: In Store Traffic

Mobile users in FR (70%) and theUS (69%) are the most interested invisiting offline stores after beingexposed to an electronics ad ontheir mobile device


Mobile users who went to a an offlinestore after seeing a consumer electronicsad on their mobile devices 70%

69%

61%

WenttoOfflineStore

FR

UKUS



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Consum. Electronics Industry: Mobile Shopping

Mobile users in the US (41%) arethe most enthusiastic aboutshopping at retail stores that offerconsumer electronic related digitalcoupons


Mobile users who are very likely to shopat stores that offer electronics digitalcoupons 41%

37%

32%


FR

UK

US



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Cons. Electronics Industry: Offline Purchase

Among mobile users who have clickedon an electronics ad, the largestinfluence driving offline electronicspurchases is mobile search, followed by

mobile browse, then mobile apps

The only exception is the US wheremobile browse has a larger influencethan mobile search


16%

18%

23%

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

AppsSearchBrowse

13%

20%

17%

13%

26%

18%



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Cons. Electronics Industry: Mobile Purchase

Among mobile users who have clickedon an electronics ad, the largestinfluence driving mobile electronicspurchases is mobile search, followed by


The only exception is US mobile userswhere mobile browse is a slightly largerinfluence


14%

18%

21%

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

AppsSearchBrowse

6%

20%

17%

9%

25%

18%



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Cons. Electronics Industry: Online Purchase

Among mobile users who have clickedon an electronics ad, the largestinfluence driving online electronicspurchases was mobile search, followed

by mobile browse, then mobile apps inFR

The exceptions are in the US wheremobile browse has a larger influencethan mobile search and in the UK,

mobile search and mobile browse havethe same influence


11%

24%

25%

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

AppsSearchBrowse

8%

18%

18%

10%

28%

16%



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Consumer Packaged Goods (CPG)Industry

41


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CPG Industry: Mobile Ad Recall



31%

43%

53%

Mobile users who recall a mobile CPG ad

AppsSearchBrowse

20%

34%

57%

23%

38%

54%



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CPG Industry: Driving In Store Traffic

Mobile users in FR (88%) are themost interested in visiting an offlinestore after being exposed to a CPGad on their mobile device


Mobile users who went to a an offlinestore after seeing a CPG ad on theirmobile devices 88%

87%

68%

WenttoOfflineStore

FR

UKUS



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CPG Industry: Mobile Shopping

Mobile users in the US (45%) arethe most enthusiastic aboutshopping at retail stores that offerCPG related digital coupons

In FR and the UK, mobile users hadthe same enthusiasm aboutshopping offline stores that offeredCPG coupons


Mobile users who are very likely to shopat stores that offer CPG digital coupons 45%

39%

39%


FR

UK

US



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CPG Industry: Post-Click Offline Purchase

Among mobile users who have clickedon a CPG ad, the largest influencedriving offline apparel purchases wasmobile search, followed by mobile

browse, then mobile apps in the US andthe UK

The only exception was FR wheremobile browse had a larger influencethan mobile search


21%

30%

26%

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

AppsSearchBrowse

5%

27%

25%

21%

26%

30%



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CPG Industry: Post-Click Mobile Purchase

Among mobile users who have clickedon a CPG ad, the largest influencedriving mobile apparel purchases ismobile browse, followed by mobile

search, then mobile apps


17%

27%

28%

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

AppsSearchBrowse

14%

16%

18%

10%

28%

34%



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CPG Industry: Post-Click Online Purchase

Among mobile users who have clickedon a CPG ad, the largest influencedriving online apparel purchases ismobile browse, followed by mobile

search, then mobile apps

The only exception is the US wheremobile apps had a slightly largerinfluence than mobile search


19%

18%

35%

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

AppsSearchBrowse

12%

16%

21%

15%

31%

34%



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Entertainment Industry

48


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Entertainment Industry: Mobile Ad Recall


The only exception is the US wheremobile search and mobile apps havethe same ad recall


36%

36%

46%

Mobile users who recall a mobile entertainment ad

AppsSearchBrowse

33%

39%

45%

23%

26%

48%



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Entertainment Industry: Driving In Store Traffic

Mobile users in FR (64%) are themost interested in visiting offlinestores after being exposed to anentertainment ad on their mobiledevice


Mobile users who went to an offline storeafter seeing an entertainment ad on theirmobile devices 64%

60%

50%

WenttoOfflineStore

FR

UKUS



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Entertainment Industry: Mobile Shopping

Mobile users in the US (45%) arethe most enthusiastic aboutshopping at retail stores that offerconsumer electronic related digitalcoupons.


Mobile users who are very likely to shopat stores that offer entertainment digitalcoupons 45%

43%

37%


FR

UK

US



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Entertainment Industry: Offline Purchase

Among mobile users who have clickedon an entertainment ad, the largestinfluence driving offline entertainmentpurchases are mobile search and mobile

browse for both the US and the UK

The only exception is FR where mobilesearch has a larger influence thanmobile browse


14%

20%

20%

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

AppsSearchBrowse

13%

17%

17%

11%

20%

14%



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Entertainment Industry: Mobile Purchase

Among mobile users who have clickedon an entertainment ad, the largestinfluence driving mobile entertainmentpurchases is mobile browse in the UK

and mobile search in FR

The only exception is the US wheremobile search and mobile apps havethe largest influence


18%

18%

15%

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

AppsSearchBrowse

12%

12%

22%

11%

25%

11%



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Entertainment Industry: Online Purchase

Among mobile users who have clickedon an entertainment ad, the largestinfluence driving online entertainmentpurchases is mobile search, followed by


The exception is the UK where mobilebrowse had a larger influence thanmobile search


14%

22%

18%

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

AppsSearchBrowse

9%

15%

22%

9%

21%

17%



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Multi-Country ResearchEffect of Mobile Advertising

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ff f bil d i i


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Effect of Mobile Advertising


Mobile Browse Ad Recall

Automotive

Banking/Fin. Serv.

Electronics Entertainment

Apparel

CPG / FMCG

FR

UK

US 46%

44%

39% FR

UK

US 50%

40%

30%

FR

UKUS 51%

57%

67% FR

UKUS 53%

57%

54%

FR

UK

US 52%

42%

46% FR

UK

US 46%

45%

48%

Eff f M bil Ad i i


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Effect of Mobile Advertising


Visited an Offline Store

Automotive

Banking/Fin. Serv.

Electronics Entertainment

Apparel

CPG / FMCG

FR

UK

US 78%

72%

83% FR

UK

US 65%

64%

71%

FR

UKUS 51%

57%

67% FR

UKUS 87%

68%

88%

FR

UK

US 69%

61%70% FR

UK

US 62%

50%

64%


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Multi-Country ResearchMobile Usage

58

M bil C B h i


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Mobile Consumer BehaviorMobile Search is the Most Popular Activity Across Markets

94%93%

93%

MobileSearch

FR

UK

US

9 of

10In US, mobile searchactivity increased by13% from 2009 to

2010


M bil C B h i


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9 of

10

nearlyWeather Maps

Email

94%90%

90%

Email

FRUK

US

Mobile Consumer BehaviorIn the Utility Category, Email, Weather, and Maps Usage is 90% AcrossMarkets


M bil C B h i


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8 of

10

nearly

Gaming Social

Music

Mobile Consumer BehaviorIn the Entertainment Category, Gaming, Social Networking and MusicUsage is Nearly 80% Across Markets

81%78%

77%

SocialNetworking

FR

UKUS



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Multi-Country ResearchApps vs. Browse Usage

62

M bil C B h i


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Mobile Consumer Behavior

In the UK, mobile search browse is5 times more popular than mobilesearch apps

In the UK, mobile search browse is3 times more popular than mobile

search apps

In the US, mobile search browse is95% more popular than mobilesearch apps


Mobile Search Browse is Preferred overApp 5xmore

3xmore

95%

MobileSearchUseofbrowsecomparedtoapps

Mobile Search Usage Varies Between Browse vs. Apps

UK

FRUS

M bil C B h i


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Mobile Consumer Behavior

In the UK, mobile gaming apps are3 times more popular than mobilebrowse

In the UK, mobile gaming apps are2 times more popular than mobilebrowse

In the US, mobile gaming apps are65% times more popular thanmobile browse


Mobile Gaming Apps are Preferred overBrowse 3xmore

2xmore65%more

MobileGamesUseofappscomparedtobrowse

Mobile Games Usage Varies Between Browse vs. Apps

US

FR

UK


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Multi-Country ResearchAppendix

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Research Methodology


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The objective of the 2011 Multi-Country Mobile Advertising Research Study is to understandthe 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.

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 onlinepurchase 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, OtherSmartphones and Feature Phones)

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

66



United States United KingdomFrance

Apparel Auto Banking CPG ConsumerElectronics

Entertainment FinancialServices

TravelTelecomLuxuryItems

Insurance



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Microsoft commissioned ROI Research and Essential Research to conduct the research inNovember 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.



Industry VerticalsUS

2010UK

2010

FR

2010

Apparel

Automotive

Banking (Financial Services)

Consumer Electronics

Consumer Packaged Goods / FMCG

Entertainment

Financial Services

Insurance (Financial Services)

Luxury Items

Travel

Total Verticals

Additional Resources


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Keep in mind, this content represents on a fraction of thevaluable 2011 Mobile Advertising Consumer InsightsResearch findings conducted by ROI Research, Inc.

If you would like to see a specific cut of the 2011 MobileAdvertising Consumer Insights Research, please reach outto your sales and support contact here.

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

https://advertising.microsoft.com/mobile-advertising-white-papers.

Additional Resources
https://advertising.microsoft.com/contact-saleshttps://advertising.microsoft.com/mobile-advertising-white-papershttps://advertising.microsoft.com/mobile-advertising-white-papershttps://advertising.microsoft.com/mobile-advertising-white-papershttps://advertising.microsoft.com/mobile-advertising-white-papershttps://advertising.microsoft.com/mobile-advertising-white-papershttps://advertising.microsoft.com/mobile-advertising-white-papershttps://advertising.microsoft.com/mobile-advertising-white-papershttps://advertising.microsoft.com/mobile-advertising-white-papershttps://advertising.microsoft.com/mobile-advertising-white-papershttps://advertising.microsoft.com/contact-sales

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