Nielsen Digiday Mobile

Page 1 Confidential & ProprietaryCopyright © 2008 The Nielsen Company

Trends & Opportunities in Mobile

Julia ResnickVice President, Mobile Media SolutionsThe Nielsen Company


Big mobile audiences

145M mobile media consumers

127M using SMS

70M downloading content

48M using mobile internet

12M using mobile video


54%55%56%55%55%

28%28%26%

26%24%

14%14%

14%

14%

16%

4%4%

4%

5%

5%

Q4 2007 Q1 2008* Q2 2008 Q3 2008 Q4 2008

Video

Downloads

Internet

Messaging

Share of Mobile Content Revenue by Media TypeQ4 2007–Q4 2008, National

$5.8B

YoY Growth

$6.4

Big business—the pie is growing

Note: Includes prepaid, postpaid, and all carriers. Does not include off-bill.

Source: Mobile Media Measurement bill panel and survey analysis. Extrapolation from CTIA and Nielsen Mobile universe estimates.

$7.0

*Downloads include revenue from Ringback Subscription Charges

$7.4B$7.9B

+37% All Data+60% Internet


Key trends

The iPhone Effect

Kids Today

Mobile Advertising

From browsing to social networking & video

The next gear in consumption

Teens and Tweens

From experimental to essential

Evolution

Mobile Internet

Opportunity


37.038.8

39.9 40.2 40.441.1

42.543.3

44.3

46.648.2

45.5

20

23

25

28

30

33

35

38

40

43

45

48

50

Jan 2008 Feb 2008 Mar 2008 Apr 2008 May 2008 Jun 2008 Jul 2008 Aug 2008 Sep 2008 Oct 2008 Nov 2008 Dec 2008

Unique Mobile Internet Users (millions) Jan 2008–Dec 2008, National

Mobile Internet: 48M strong

Source: Mobile Media Measurement – Mobile Internet Report

Note: User: an individual who used the service in the last 30 days in the given period

+30% Jan to Dec


31.2

19.7 19.6

16.3

12.8 12.3 11.910.6

8.5 7.8 7.2 7.1 7.0 6.7 6.7 6.44.3

2.6 2.5 2.2 1.3 1.2

43.6

Por

tals

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ogy/

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ine

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lt

Mobile Internet Users (in millions) by Service TypeDec 2008, National

Social networking is a key frontier

Source: Mobile Media Measurement – Mobile Internet Report


Leaders change—open fieldSocial Networking Mobile Audience (000s)

2008, US

0

2,500

5,000

7,500

10,000

12,500

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

All Social Networks

iPhone 3G Launch

+30% Jan to Dec


49%

58%

43%44%

68%

52%

45%

Subscription Mobile internet Download clips Applications

Q4 2007

Q4 2008

How Viewers Accessed Mobile VideoMobile Video Viewers (n=2,913)

Off-deck video has the momentum

Subscription viewing

penetration is much lower than mobile internet and downloading

Not

rep

orte

d in

Q4

2007

“I paid a subscription fee to access Mobile

TV or video clips”

“I accessed and viewed Mobile TV or video clips directly from the internet on

my cell phone”*

“I downloaded and stored video clips

from a computer or from other sources

onto my cell phone”*

“I viewed video clips using an application

(for example: MyWaves, VSnax)”*

*Response specifies you watched without paying a mobile TV or Video subscription feeM381: In the last 30 days, which of the following ways have you accessed Mobile TV or video clips on your cell phone?

Subscription: I paid a subscription fee to access Mobile TV or video clips Mobile Internet: I accessed and viewed Mobile TV or video clips directly from the internet on my cell phone, without paying a Mobile TV or Video subscription feeDownload Clips: I downloaded and stored video clips from a computer or from other sources onto my cell phone, without paying a Mobile TV or Video subscription feeApplication: I view video clips using an application (for example: MyWaves, VSnax),

Source: Nielsen Mobile Video Survey, US, Q4 2008 & Q4 2007


Shift from info to entertainment driven in part by young viewers

14%

28%28%

18%

22%21%

26%26%

31%

Teen Shareof Mobile

VideoViewers

Comedy Music Sports Weather News &Finance

UserGenerated

Video

MovieTrailers

Entertain.News

Teen Share of Top Content Categories for Mobile Video: Ages 13-17 years

Q4 2008 US Mobile Video Viewers (n=2,913)

1 2 3 4 5 6 7 8


Opening up video beyond TV networks

1. The Weather Channel

2. FOX

3. MTV

4. Comedy Central

5. YouTube

6. ABC

7. CBS

8. NBC

9. ESPN

10. E! Entertainment

Top 10 Mobile Video Channels: All Users Q3 08


1. FOX

2. The Weather Channel

3. YouTube

4. MTV

5. Comedy Central

6. ABC

7. CBS

8. ESPN

9. NBC

10. E! Entertainment

Top 10 Mobile Video Channels: All Users Q4 08



21%

13%

10%

6%

6%

67%

45%

34%

16%

19%

90%

75%

71%

36%

38%

Internet

Apps

Location

Full Track Music

Video

All Subscribers

All Smartphone Users

All iPhone Users

A user experience that works—Smartphone/iPhones driving growth

Major Data Activities by Phone TypeQ4 2008, US


4%

6%

11%

10%

16%

18%

Data User

Instant MessengerUser

Online Game Player

Mobile Internet User

Streaming Video User

Streaming Music User

iPhone comprise 10% of all mobile internet users and 18% of all streaming music users

iPhone User Composition by Advanced Data Feature - USQ4 2008

Source: Nielsen Mobile Device Census


Recently Acquired Smartphone & 3G Device PenetrationQ2 2007, Q3 2008, National

...and it’s accelerating...

4%14%7%

8%

31%

33%

59%

45%

Q4 2007 Q4 2008

Non-smartphone and3G device owner

3G device owner

Smartphone deviceowner

3G smartphoneowner

Source: Q2 2007 and Q2 2008 US Device Census


...then, send in the clones!

T-Mobile G1 by HTC Verizon Blackberry Storm

…with new off-deck “market-places”


Young subs have been driving data, but mobile is getting even younger!

Tween Mobile Penetration by Age US Tweens (n=1,009)

20%

33%

49%

61%

76%

68%

8 9 10 11 12 All Tweens

9.7 years: Average age kids get their own mobile

phone8.0 years: Average age

kids start using a borrowed

mobile phone


Teens don’t think of mobile as a ‘phone’

482

2,272

887

385297

15552

788

340247

12543

1,956

473

Age 0-12 Age 13-17 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64

Q4 08 Q3 08

Average Number of Text Messages by Age Q3/Q4 2008, National


13%

14%

14%

15%

20%

21%

23%

23%

25%

26%

26%

27%

27%

30%

36%

38%

44%

51%

80%

12%

8%

7%

5%

13%

9%

23%

13%

21%

16%

15%

16%

17%

28%

21%

26%

29%

48%

83%SMS/Text messaging

MMS/Picture messaging

Pre-installed games

Ringtone downloads

Instant messaging

Mobile internet

Picture downloads

Game downloads

Wallpaper/Screensavers downloads

Software/Application downloads

Text alerts

Uploads

Email

Full-track music downloads

Video messaging

Online game playing

Video/Mobile TV

Streaming online music/radio

Location-based services/GPS

Teens

Young adults

Q407. Which of the following data applications did you use on a cell phonein the past 30 days? Please select all that apply.

Beyond messaging, teens are heavily engaged in mobile content

Reported Mobile Data Application Usage (Use in Last 30 Days)Teen/Young Adult Subscribers (n=2,838/2,910)

Source: Nielsen Mobile Insights, US,Q4 2008


Q407. Which of the following data applications did you use on a cell phonein the past 30 days? Please select all that apply.

Messaging-focused today, Tweens should prove even better for mobile media

Source: Nielsen Mobile Insights, US,Q4 2008

66%

31%

27%

20%

13%

12%

12%

9%

9%

9%

8%

7%

5%

4%

20%

Text messaging/SMS

Played pre-installedgames

Picture Messaging/MMS

Ringtone downloads

Wallpaper/Screensaversdownloads

Instant messaging

Game downloads

Video Messaging

Picture Downloads

Full-track musicdownloads

Email

Mobile internet

Video/mobile TV

Uploads

None of the above inthe last 30 days

Mobiletweens

Mobile Data Services Used in the Last 30 Days US Mobile Tweens (n=1,077)


Advertisers want audiences

Text messaging and display ads are leading the

first wave of mobile

advertising

• 145M mobile media consumers

• 127M using SMS

• 70M downloading content

• 48M using mobile internet

• 12M using mobile video


Explosive growth of Twitter, Facebook, ChaCha…Imagine all the short codes

194,709

168,758

148,013

118,549108,725

86,80974,240

53,62743,63844,510

94,213

117,032

48,678

73,55785,401

5,748

48,345

25,331

Twitter 4INFO ESPN Facebook Google AOL Cha Cha TheWeatherChannel

The Coca-Cola

Company

Q4 08

Q2 08

Standard Rate Media SMS Transactions (000’s)Q2/Q4 08 2008, National


Advertisers are engaging in mobile web banners

Finance, 15%

Games, 12%

Sports & Recreation,

11%

Music & Streaming Media, 4%

Other, 4%

Weather, 7%Entertain-ment, 31%

General/Nat-ional News,

16%

Share of Estimated Impressions by Publisher Genre

September 2008

Financial Services,

15%

Consumer Goods, 6%

Retail , 3%

Automotive, 5%

Telecom, 2%Other, 5%

Public Services, 3%

Web Media, 24%

Entertain-ment, 37%

Share of Estimated Impressions by Advertiser Category

September 2008


From Scottrade to State Farm

Financial Services,

15%30.3%

25.0%

9.5%7.2%

5.3% 5.1% 4.7%3.0% 2.2% 1.5%

Scottrade,Inc.

FidelityInvestments

ProgressiveCasualty

Insurance

GAIN Capital TrumanFinancial

TDAmeritrade

State FarmInsurance

MasterCard CharlesSchwab

Century First

Share of Estimated Impressions by Top Advertisers within Financial Services Advertising Category

September 2008

Ad Category Share of Estimated Impressions

Source: Nielsen Mobile AdRelevance


Page Monetization – Mobile Web September 2008

11%

1%

8%2%

4%

6%7%

7%

3%

19%

2%

2%

9%

14%11%

25%

9%

30%

10%

1%4%

8%

2%5%8%

2%5%

19%

6% 8%

Total Enter- tainment

General/NationalNews

Finance Games Sports &Recreation

Weather Music &Streaming

Media

Portal/ Community

Travel GeneralCommunity

House Ads

3rd Party Ads

Source: Nielsen Mobile AdRelevance

Lot of mobile web inventory to go...

Page 24 Confidential & ProprietaryCopyright © 2008 The Nielsen CompanyConfidential & Proprietary • Copyright © 2007 The Nielsen Company

Thank you

Julia ResnickVice President, Mobile Media [email protected]

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