a Mobile Marketer webinar January 27, 20111
a Mobile Marketer webinar January 27, 2011
Moderator:
Dan Butcher, Mobile Marketer
Panelists:
Paul Borgese,
Director of Research & Insights, The Weather Channel
Sheila Buckley
SVP Sales, The Weather Channel Digital and Mobile
Kathryn Koegel
Chief of Insights, Primary Impact
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a Mobile Marketer webinar January 27, 2011
“Like having life in your pocket.”
Steve Jobs
at the introduction of the iPhone
January 9, 2007
“2010 will be a watershed year in the
ascension of mobile devices as strategic
platforms for commercial and enterprise
developers as over 1 billion access the
Internet, iPhone apps triple, Android apps
quintuple, and Apple's „iPad‟ arrives.“
IDC
December 3, 2009
“10 billion apps downloaded.”Apple
January 22, 2011
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a Mobile Marketer webinar January 27, 20114
Source: Pew, September „10 extrapolated to total cell phone population figures from Nielsen
All adults
82% use cell phones
35% have apps
24% use apps
a Mobile Marketer webinar January 27, 2011
• Higher on chart = more female
• Further to right = older
• Size of bubbles = # of users
comScore MobiLens, Three month average ending September 2010
Country: US, N=32,044
Mobile Media
Browser
App
Unlimited Data Plan
Social Networking
Played GamesListened to Music
Made Own RingtoneRingback
Purchased Ringtone
Purchased Game
35%
40%
45%
50%
55%
60%
25 26 27 28 29 30 31 32 33 34 35
% F
em
ale
Median Age
Demographics of Mobile Media Activities
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MORE AFFLUENT MORE URBAN, EDUCATED,
PROFESSIONAL
ENGAGED WITH CONTENTYOUNG AND MOBILE
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Among the top 5
most
downloaded
apps on
platforms,
including the
iPad
–
1/6 of all iPads
have The
Weather
Channel app
a Mobile Marketer webinar January 27, 20118
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Apr May Jun Jul Aug Sep Oct Nov Dec
Pag
e V
iew
s
UV
& C
um
ula
tive D
ow
nlo
ad
s
iPad Weather Channel Usage 2010 Growth
iPad App UV iPad App Downloads iPad App PVs iPad Device PV on weather.com
Source: TWC Omniture full year stats
a Mobile Marketer webinar January 27, 2011
4.7%
4.7%
4.9%
5.6%
5.6%
7.1%
8.1%
8.1%
8.1%
8.2%
8.5%
8.9%
9.2%
10.1%
12.2%
13.8%
17.1%
20.0%
23.8%
25.8%
0% 5% 10% 15% 20% 25% 30%
Television Guides
General Reference
Gaming Information
Business Directories
Tech News
Stock Quotes or …
Photo or Video …
Bank Accounts
Entertainment News
Traffic Reports
Movie Information
Restaurant …
Work Email
Sports Information
News
Search
Personal Email
Social Networking
Maps
Weather
Top Genres for Mobile Application Usage
Source: comScore: Three month average ending September 2010
Country: US, N=32,044
Location Based ServicesEmailOther
a Mobile Marketer webinar January 27, 2011
• A download is an important expression of consumer interest
• Downloads do NOT equate to usage: people have apps on their
phones they do not use.
• 75% of apps are deleted within 90 days of the download (Flurry 7/10)
• 35% active user base is good according to app developers
• Marketers need to look at actual monthly usage figures in order to
calculate potential reach of an audience for a campaign
• Where can you get these figures?:
• Analytics sources like Omniture, Webtrends and Flurry: ask the App!
• comScore and Nielsen release monthly reports on app usage from their panels –
and can tell you demography as well
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a Mobile Marketer webinar January 27, 2011
1. What makes an app become part of someone‟s regular media
habit?
2. How do consumers value the various types of apps they have
downloaded?
3. What is the difference between a Weather app user and users of
other apps?
4. What does connection to an app mean to an advertiser?
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a Mobile Marketer webinar January 27, 2011
SURVEY METHODOLOGY
2,886recruited on
weather.com
894 have
actually
downloaded or
used apps on
their phone
1,146 have
phones that are
capable of
downloading
apps
509 have
downloaded
The Weather
Channel App on
their mobile phone
a Mobile Marketer webinar January 27, 2011
Blackberry24%
iPhone37%
Android21%
Other18%Blackberry
26%
iPhone30%
Android19%
Other25%
N= 509 TWC Mobile App Users
N= 894 All App Users
Q. Indicate which of the following you own:
TYPE OF PHONE OWNED
Apple is dominant for usage but BlackBerry and Android also rank
All App Users TWC Mobile App Users
a Mobile Marketer webinar January 27, 2011
21%
23%26%
19%
12%
22%22%
26%
17%
13%
Less than 6 months
6 months to 1 year
1-2 years 2-3 years 3 years plus
TWC Mobile App users
All App Users
Q. How long have you had a phone that could download Apps?
45% HAVE HAD A PHONE THAT
DOWNLOADS APPS FOR LESS THAN A YEAR
Dynamic nature of the market
More than 1 yearLess than 1 year
N= 509 TWC Mobile App Users
N= 894 All App Users
a Mobile Marketer webinar January 27, 2011
81%
65%61%
54%
42%
36% 36% 35%
22%
63%
56%52%
46%
38%
29%34% 33%
19%
Weather Search Maps News Social
Networking
Sports Games Entertainment Banking
TWC Mobile
App Users
All App Users
Q. How often do you use the following apps? Check all that apply.
N= 509 TWC Mobile App Users
N= 894 All App Users
APPS RANKED BY FREQUENCY OF USAGE
Frequently/Very
Often
Weather is more frequently used than search or maps by all app users
a Mobile Marketer webinar January 27, 2011
82%
65% 64%
54%
43%
36% 36% 33%
25%
78%
53%
67%
54%
24%
53%
33%
40%
18%
Weather Maps Search News Sports Social Networking
Entertainment Games Banking
Male Female
Q. How often do you use the following apps? Check all that apply.
N= 509 TWC Mobile App Users: 324 Males, 185 Females
FREQUENT USAGE AMONG MEN AND
WOMEN
Frequently/Very
Often
• Social networking and games more frequently used by women than men
• Sports, banking and maps skew more male
a Mobile Marketer webinar January 27, 2011
81%
63% 62%58%
45%
36% 33%28%
11%
Weather Search News Maps Sports Social Networking
Entertainment Games Banking
TWC Mobile App Users Professionals
Q. How often do you use the following apps? Check all that apply.
N= 141 TWC Mobile App Users are Professionals (Occupation: Executive/Managerial/Professional)
FREQUENT USAGE AMONG
PROFESSIONALS
Frequently/Very
Often
Professionals more likely to access news than other demos; weather
still ranks highest
a Mobile Marketer webinar January 27, 2011
82%
66% 66%62%
51% 49%44%
35%
25%
Weather Search Social Networking
Maps News Games Entertainment Sports Banking
TWC Mobile App Users 18-34 yr olds
Q. How often do you use the following apps? Check all that apply.
N= 270 TWC Mobile App Users age 18-34
FREQUENT USAGE AMONG 18-34 YR OLDS
Frequently/Very
Often
Social networking and games more important than for other demos;
weather ranks highest for usage
a Mobile Marketer webinar January 27, 2011
Q. How often do you use The Weather Channel app?
HOW FREQUENT IS FREQUENT?
N= 509
57% use TWC Mobile app at least once a day
How often do you use TWC app?
More than once a day
33%
Once a day24%
Every few days25%
Once a week7%
Less than once a week
10%
57%
+66%
18 - 34
a Mobile Marketer webinar January 27, 2011
79%
67%
55% 53% 53%
39% 36%
28%
When a major weather event is happening
In the evening to determine
next day weather
Before leaving on holiday
travel
On Fridays to determine
weekend weather
Before work to determine
clothing choices
On Sundays to determine
weekday weather
Before leaving on business
travel
Before you go home
from work
Q. What occasions typically influence your desire to use The Weather
Channel app? Check all that apply.
N= 509
16% not included on chart answered “other”
WHY DO YOU USE?
Checking major weather, next day weather and before holiday travel are the top
occasions that influence the use of The Weather Channel app
a Mobile Marketer webinar January 27, 2011
80%75%
67%61%
48%45%
33%29%
When a major weather event is happening
In the evening to determine
next day weather
Before work to determine
clothing choices
On Fridays to determine
weekend weather
Before leaving on holiday
travel
On Sundays to determine
weekday weather
Before you go home
from work
Before leaving on business
travel
Q. What occasions typically influence your desire to use The Weather
Channel app? Check all that apply.
N= 270
9% not included on chart answered “other”
THOSE STYLISH 18 – 34 YEAR OLDS…
14 point increase over average weather app user for determining clothing choices
18-34 yr olds
a Mobile Marketer webinar January 27, 2011
72%75% 73%
66%
74%80%
74%68%
It is more important to me than other apps since it provides
valuable information
I rely on The Weather Channel app to make decisions for commuting,
clothing and travel; other apps tend to be for entertainment
purposes
The Weather Channel apps is among my mose valued apps
I intend to continually use The Weather Channel app more than
other apps I have
All TWC Mobile Apps Users
18-34 year olds
Q. Compared to other apps on your phone, how much do you value The
Weather Channel app?
N= 509 All TWC Mobile Apps Users
N=270 18-34 year olds
VALUE OF THE WEATHER CHANNEL APP
All TWC Mobile App Users vs. 18-34
Year Olds
18-34 year olds +5 points for using the app to make decisions on commuting,
clothing and travel
a Mobile Marketer webinar January 27, 2011
Q. Apps typically are either paid for by the users or supported by the
revenues from advertising on the apps. Which of the following business
models would you prefer to see The Weather Channel use?
N= 509
PAID OR AD SUPPORTED?
• 59% prefer having ads run to support the app vs. paying a fee
• 37% wouldn’t mind a one time nominal fee
Charge users a one time, nominal
fee for downloading the
app ($1.99 or less)37%
Charge users based on how
often they use the app (those who
use the app most are charged a nominal fee of
$1.99 a month or less)4%
Have ads run to support the app
59%
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a Mobile Marketer webinar January 27, 2011
Continental Airlines targets consumers in New York City DMA
NJ Transit targets consumers in the state of NJ
a Mobile Marketer webinar January 27, 2011
LL Bean ads targeting ZIP codes
with “Young
Accumulators”
Starbucks ads targeting ZIP codes with
professionals and “Young
Achievers”
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a Mobile Marketer webinar January 27, 2011
300x250 ad on iPad App
Rich Media video interstitial
Opening page featuring “sponsored by Toyota”
a Mobile Marketer webinar January 27, 2011
• Introducing• Open Rich Media Mobile Advertising SDK
• Initiative created by The Weather Channel Mobile, Crisp Wireless
and TringApps among others
• Create a standard for rich media so that it works regardless of
platform (iPhone, Android, WinMo, Blackberry etc.)
• Lessens the coding necessary on the part of agency creatives and
publishers running it
• For more info or to get involved: www.ormma.org
a Mobile Marketer webinar January 27, 2011
3%
6%
2% 2% 3%5%
22%
4% 5%
12%
8%
36%
6% 6%
21%
Aided Awareness Ad Awareness Brand Favorability Consideration Message Association
Online Norms Mobile Norms TWC Mobile Norms
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Figures represent comparisons in deltas among Insight Express Online Norms as of 6/29/10, Dynamic Logic Norms 4/07-12/09 and TWC Mobile norms 4/07-12/09.
a Mobile Marketer webinar January 27, 2011
6%
29%
7%8%
36%
6%
22%
61%
24%
Aided Awareness Mobile/iPad Ad Awareness Purchase Intent
Mobile Norms
TWC Mobile Norms
Auto iPad
39
Figures represent comparisons in deltas between Automotive campaign results and Dynamic Logic Mobile Norms Q1/10 (Category: Mobile/Automotive, Baseline
Adjusted, N=13 campaigns). Chart includes TWC Norms from 4/07 – 12/09.
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Source: Nielsen, State of the Media Report, Oct 2010
19%
19%
25%
27%
39%
23%
20%
25%
26%
40%
37%
39%
40%
46%
49%
I like to see what ads can do on a connected device
Ads on my connected device are new and interesting
I am more likely to click on ads that are simple text ads
I enjoy ads that have interactive features
I am more likely to look at ads if they have an interesting video
Receptivity to Advertising
Apple iPad Apple iPhone All Connected Device Owners
a Mobile Marketer webinar January 27, 2011
For a copy of this deck: [email protected]
For Weather research contact:
• Paul Borgese, Director of Research & Insights, The Weather Channel: [email protected]
For mobile research and insights:
• Kathryn Koegel, Chief of Insights, Primary Impact: [email protected]
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