multi-screening: the who, what, and when for marketers 6-12-13 10am ist
DESCRIPTION
Marketers have been paying attention, and are utilizing the activity on multi-screens to push their brands in several ways: by leveraging the small screen during big live events, by incentivizing ad engagement, by gamifying ads etc. Find out how to exploit the full potential of the multi-screen viewing experience and succeed in this new era of personalized marketing.TRANSCRIPT
InMobi | June 11th, 2013
Mobile and Multi-Screening
Agenda ‣ About InMobi
‣ Research Objectives and Methodology
‣ Media Consumption & Multi-screening
‣ Understanding the Motivations of Multi-screening
‣ Impact of Mobile on Purchase Behavior
About InMobi
InMobi enables brands, publishers, and developers to engage global consumers through mobile technologies
578M mobile consumers 93.4B impressions per month 165 countries
InMobi touches 40% of mobile Internet users globally, on average 200 times a month through 26,000+ sites and apps
North America
119 M NORTH AMERICA
149 M EME
246 M JAPAC
Africa
35 M AFRICA
Latin America
22 M LATIN AMERICA
InMobi is in MIT’s top 50 disruptive companies of 2013
Methodology
Research Objectives
‣ Understand consumer media consumption behavior around the world
‣ Keep up to date with new trends and track changes over time
‣ Find what’s working and what resonates well with consumers
Methodology
‣ Survey distributed on-device through InMobi’s global mobile ad network, and administered through Decision Fuel and On Device Research mobile web platforms
‣ Results targeted to be representative of mobile population with full range of OS and device types
‣ Wave 1 fielded in Q2 and Q3 of 2011 ‣ Total sample of n=23,165
‣ Wave 2 fielded in Q2 and Q3 of 2012 ‣ Total sample of n=16,700
‣ Conducted qualitative interactions diary in the US ‣ Required participants to check in and answer 4
questions when using mobile phone
‣ Total sample of n=117
Media Consumption and Multi-screening
ABOUT A QUARTER OF MEDIA CONSUMPTION TIME IS ON MOBILE
102
86 79
37
33 30
6.2 HOURS OF MEDIA PER DAY
THE AVERAGE MOBILE WEB USER IN INDIA CONSUMES
Using mobile (ex SMS/calls)
Watching TV
Listening to Radio
Online via desktop/
laptop
Reading Magazines /Newspapers
Sample size: n=2,004
Tablet devices
minutes
minutes minutes
minutes
minutes
minutes
Base: Global Average, n=12,723
21% 22% 22% 23% 24% 24% 27% 27% 27% 28% 28% 28% 28%
32%
Daily Media Time - % Spent on Mobile
63% of mobile web users in India engage in mobile media activities while watching TV
Sample size: n=2,004
11%
8%
11%
11%
18%
26%
49%
57%
Other
Shopping online
Seaching for content not related to what you are watching
Searching for information about the show you are watching
Searching for information about products you see on TV
Playing games or listening to music
Text messaging/ Instant messaging
Social Networking (e.g. Facebook, Twitter, etc.)
Sample size: n=1,371
How do you typically use your mobile while watching TV? (top 2 activities)
Social networking is the main activity while watching TV, followed by text messaging
35% 32% 18%
50%
Mostly via desktop
Evenly split between both
Mostly via mobile
50% now use mobile as either their primary or exclusive means of going online
‘How do you typically go online to surf the web?’
Only via mobile
Base: Global Average, n=14,632
COMMUNICATION Email, Facebook, Twitter etc.
68% 22%
SHOPPING Travel, purchases, banking etc.
20% 34%
For mobile web users, mobile is the preferred device to be used for entertainment, entertainment and search
ENTERTAINMENT Videos, games, music etc.
51% 16% 23%
GETTING INFO Sports, news etc.
42% 17% 20%
Sample size: n=2,004
Understanding the Motivations of Multi-
Screening
41% 31% 27% 21%
13% 10%
It's easy to use
It's always there
I can use it privately
Saves money
Boredom I don't own a computer
“It’s easy to use”
41%
“It’s always there”
31%
WHY?
Sample size: n =1,579
Impact on Purchase Behavior
WHERE?
31% in a meeting or class
55% social event
81% Waiting
for something
82% Lying in bed
51% Spending time with family
22% in the bathroom
61% Commuting
51% Shopping
63% While watching TV
Sample size: n=2,004
Mobile is becoming an important companion, particularly for the in between times
Mobile is on par with TV in impacting purchase decisions
0% 10% 20% 30% 40% 50% 60%
11%
Which two forms of media most impact your purchasing decisions?
41%
48% 34% 4%
17%
Sample size: n=1,668
44%
19%
16%
29%
36%
No opinion, I don't think much about ads on my phone
Less comfortable, I find them intrusive
Equally comfortable, I'm getting used to seeing them
More comfortable, I find them to be very useful
Compared to other forms of advertising like TV or online, how comfortable are you with mobile web and mobile app advertisements
(not SMS)?
Sample size: n=1,930
of mobile users are as comfortable with mobile advertising as they are with TV or online advertising 65%
Thank you! www.inmobi.com/insights