Table of Contents - thelbma.com · BlackBerry Torch and Sony Xperia move into the top 10 devices at...

Table of Contents

Location-Based Engagement 2-7

Responding to advertising 2

Usage of Mobile Apps 4

Mobile Shopping 5

Smartphone Owners 7

Connected Device Trends and Adoption 8-10

U.S. Highlights 8

U.K. Highlights 9

Connection Highlights 10

Worldwide Location Highlights 11-13

JiWire Mobile Audience Insights Report Q4 2010

Less likely More likely

Source: JiWire, Q4 2010.

Makes no difference

Q4 2010

2

Location-based engagement: Responding to advertising

Key Insights on location based engagement:

46%

13%

30%

•  Eleven percent increase in users being more likely to engage with an ad that is relevant to their location since Q1 2010. Five percent decrease of those who are less likely to engage when comparing Q4 2010 to Q1 2010.

•  The MMA found that “Nearly half of those who noticed any ads while using location-based services took at least some action, indicating that consumers respond well to ads through location-based services.”


Source: JiWire, Q4 2010. *Source: U.S. Consumers Significantly More Likely To Respond To Location-Based Mobile Ads Than Other Mobile Ad Types. MMA. April 21, 2010. http://mmaglobal.com/news/us-consumers-significantly-more-likely-respond-location-based-mobile-ads-other-mobile-ad-types. Accessed Dec, 2010.

Q4 2010 Less likely More likely


Makes no difference

46%

18%

38%

Q1 2010

How likely are you to engage with an ad that is relevant to your location?

11% Growth

57%

Clicked on ad

Researched product

Visited the store

Visited advertiser website

Visited advertiser

website later

Searched nearest location

Made a purchase

Never seen

3

Location-based Engagement: Responding to Advertising

Key Insights on location-based engagement:


Which of the following actions have you done in response to seeing a location specific message within an advertisement

•  Twenty percent of the on-the-go audience has visited a physical store location in response to seeing a location specific advertisement. Seventeen percent has made a purchase after seeing a location specific message within an ad. Overall, 77% of the audience has take some sort of action in response to seeing a location-specific message within an ad.

•  40% of men say they check-in to locations while only 29% of women check into locations.



34%

23% 22%

20% 20%

18% 18% 17%


Yes 36%

No 64%

Do you check-in to locations through a mobile app?

4

Location-based engagement: Usage of mobile apps

Key Insights on usage of location based apps:


How often do you use location-based apps on your mobile phone?

•  According to the Pew Research Center’s Internet & American Life project 4% of online adults use a service that allows them to share their location with friends and to find others who are nearby.*

•  Seventy eight percent of on-the-go audience uses location-based apps at least once a month.

•  In Q3 2010 we reported that 39% of the on-the-go audience was most interested in coupons for nearby stores, while 36% wanted store locations.



Multiple times a day

Few times a month

Few times a week

Once a month

29%

27% 16%

6%

22%

*Source: Location-based service users are more often young and mobile. Pew Internet. Nov. 4, 2010. http://pewinternet.org/Reports/2010/Location-based-services.aspx. Accessed Dec, 2010.

What information are you interested in receiving within location-based services?

42% 42%

27% 26%

12%

21% 22%

10%

3%


Never

Promotions, sales,

coupons

Ability to price

compare

Store locations

Product availability

Ability to hold a

product

None

Which best explains your shopping behavior on a mobile phone?

29%

26%

24%

21%

18%

What is most likely to get you to visit a retail location?

16%

Purchase through mobile website

5

Source: JiWire, Q4 2010. Source: JiWire, Q4 2010.

•  Men are more likely than women to make a purchase on a mobile device whether it be through a mobile website or mobile app. 28% of men compared to 18% of women made a purchase through a mobile website while 21% of men, compared to 14% of women made a purchase through a mobile app.

•  Women are more likely to visit a retail store when coupons are involved, 59% compared to only 49% of men.



Purchase through

mobile app

Researched product on

mobile phone


mobile phone and later

bought within store


mobile phone then bought online at a later date

In-store price comparison

53%

29%

26% 25%

13%

11%

Location-based Engagement: Mobile Shopping

6



•  The average amount of time people are willing to travel gets farther if the discount is higher.

•  A plurality of people (45%) aren't willing to travel at all for even a 10% discount; however, once the discount increases to 75%, a majority of people (65%) are willing to travel an hour or more.

•  The discount level at which a majority of people are willing to travel 30 minutes is a little over 25%. To get the majority people to travel an hour, the discount would have to be between 50%-75%.

Key Insights on proximity marketing:

Location-based engagement: Proximity Marketing



Do you currently own a smartphone that supports mobile apps

29%

64% 7%

No, but plan to purchase

Yes


7

Key Insights on mobile adoption:


No

93% have used an

loca-on-‐based app

Of those who own an app-enabled phone:

36% Use loca-on-‐based apps mul-ple -mes a day

50% Want store loca-on informa-on within

loca-on-‐based services

48% Nearby points of interest

informa-on within loca-on-‐based services

46% Check-‐in to loca-ons

63% More likely to engage with an ad that is relevant to

their loca-on

84% Have par-cipated in some sort of shopping behavior

on a mobile phone

Of the on-the-go audience , 64% have a smartphone that supports mobile apps

•  When asked in Q1 2010, 55% of respondents had a smartphone. In an article on CNN.com Tech they found that only 17% of Americans own a smartphone.*

•  “Mobile Marketing Association – Luth Research Survey Finds 10 Percent of Cell Phone Owners Use Location Services at Least Once a Week. ”** Comparatively, 88% of the on-the-go audience uses location-based apps at least once a week.

•  Those who own a smartphone are much more likely to take advantage of location-based services.

*Source: Most Americans still don’t have smartphones. CNN.com Tech. Sept. 20, 2010. http://articles.cnn.com/2010-09-30/tech/gahran.smartphone.ownership_1_feature-phones-cell-phone-smartphones?_s=PM:TECH. Accessed Dec, 2010. Source: U.S. Consumers Significantly More Likely To Respond To Location-Based Mobile Ads Than Other Mobile Ad Types. MMA. April 20, 2010. http://mmaglobal.com/news/us-consumers-significantly-more-likely-respond-location-based-mobile-ads-other-mobile-ad-types. Accessed Dec. 2010

Location-based engagement: Smartphone owners

Q4 Rank Mobile Device OS

Q4 2010 % of Ad

Requests

Q3 Rank

% Change in Market Share

1 iOS 89.5% 1 - 1.3%

2 Android 7.7% 2 + 0.9%

3 RIM 1.8% 3 + 0.5%

4 Symbian 0.3% 4 + 0.2%

5 Windows Mobile 0.2% 6 - 0.1%

6 WebOS 0.2% 5 + 0.0%

7 PSP 0.2% 7 - 0.1%

8 Windows Phone 0.1% 9 + 0.1%

Q4 Rank Mobile Device Top 10

Q4 2010 % of Ad Requests

Q3 Rank


1 Apple iPhone 43.9% 1 + 1.6% 2 Apple iPod Touch 27.2% 2 - 0.2% 3 Apple iPad 18.5% 3 - 2.8% 4 LG Optimus 0.8% n/a + 0.8% 5 BlackBerry Torch 0.6% 89 + 0.6% 6 HTC Evo 0.5% 8 + 0.0% 7 Samsung Captivate 0.5% 9 + 0.1% 8 HTC Droid Incredible 0.4% 452 + 0.4% 9 BlackBerry Bold 0.4% 6 - 0.1%

10 HTC Desire 0.4% 21 + 0.3%

Key Insights on Mobile Devices:

Note: JiWire measurement includes all mobile devices in order to provide a complete view of how the on-the-go audience is connecting outside of the home and office. * OS: Operating System.

Connected Device Trends and Adoption: U.S. Highlights Top 10 Mobile Device: Q4 2010 Top Mobile OS: Q4 2010

8

Apple iPhone continues to dominate top 10 device list seeing largest growth in Q4, although Android devices see strong growth as well. •  Apple iPhone is the only Apple device to gain market share while the iPod touch and iPad lose market share in Q4. •  All Android devices in the top 10 increased their market share in Q4 2010.


Android OS continues to steal marketshare from iOS in the fourth quarter of 2010. •  iOS loses 1.3% marketshare in Q4, following a 2.3% decrease in Q3. Marking the first time the iOS marketshare has been below 90%,

due primarily to the growth of Android OS.



Q4 Rank Mobile Device OS

Q4 2010 % of Ad

Requests

Q3 Rank


1 iOS 83.7% 1 + 1.6%

2 Android 12.3% 2 - 0.5%

3 RIM 3.3% 3 - 0.3%

4 Symbian 0.3% 5 - 0.3%

5 Windows Mobile 0.3% 4 - 0.4%

6 webOS 0.1% 6 - 0.1%

7 PSP 0.0% 8 + 0.0%

8 Linux Smartphone 0.0% 7 + 0.0%

Q4 Rank Mobile Device Top 10

Q4 2010 % of Ad Requests

Q3 Rank


1 Apple iPhone 65.3% 1 + 3.2% 2 Apple iPod Touch 13.8% 2 - 0.4% 3 Apple iPad 4.6% 3 - 1.2% 4 HTC Desire 3.6% 4 + 0.0% 5 Samsung Galaxy 2.0% 5 - 0.1% 6 HTC Wildfire 1.5% 7 + 0.3% 7 BlackBerry Curve 1.4% 6 - 0.1% 8 BlackBerry Bold 0.6% 8 - 0.5% 9 BlackBerry Torch 0.5% n/a + 0.5%

10 Sony Xperia 0.5% n/a + 0.5%

Key Insights on Mobile Devices:

Note: JiWire measurement includes all mobile devices in order to provide a complete view of how the on-the-go audience is connecting outside of the home and office. * OS: Operating System.

Top 10 Mobile Device: Q4 2010 Top Mobile OS: Q4 2010

9

Strong growth among a myriad of devices in the U.K. in Q4 2010. •  Top 5 U.K. devices remain the same from Q3 2010 to Q4 2010. BlackBerry Torch and Sony Xperia move into the top 10 devices at the nine

and ten spot respectively. •  BlackBerry Torch and Sony Xperia move into the top 10 devices with 0.5% growth in marketshare.


iOS dominates within the U.K. market in Q4 2010: •  iOS gains 1.6% marketshare while all other OS lose marketshare or stay consistent from Q3 to Q4 2010.



Connected Device Trends and Adoption: U.K. Highlights

Laptop Smartphone Tablet Wi-Fi MP3 or Gaming Device

Netbook E-Reader

10

Key Insights on mobile adoption:


What devices do you use to connect to Wi-Fi while on-the-go (outside the home or office)

63%

49%

19%

8%

18%

•  In Q2 2010, the on-the-go audience used on average1.2 devices to connect while on the go. In Q4 2010, the average grew to 1.6 devices being used to connect while on the go.

•  When asked in Q2 2010, 89% said they connected on a laptop, 52% connected on a smartphone, 12% connected on a netbook, 9% said that they used a tablet (iPad), 11% on a gaming device or mp3 player, 3% on an E-Reader.

•  Usage of tablets, Wi-Fi MP3 or gaming devices, and E-Readers increased in Q4 2010 over Q2 2010.



5%

On average the mobile audience

uses

1.6 devices to connect

while on the go.

Connected Device Trends and Adoption: How people are connecting

Use of Public Wi-Fi: Q4 2010 (% user visits by venue type)

Key Insights on Public Wi-Fi Visits:

54.0%

Overall growth of public Wi-Fi usage nearly doubles across all venues in 2010 over 2009. •  Cafés again have strongest growth with 89.2% and capture marketshare from hotels.

•  Strong growth of public Wi-Fi usage across all venues continues to increase with 49.8% growth in Q4 2010.

•  As venues move from paid to free models, as we’ve seen a lot in 2010, we are seeing an increase in visits within these venues.

Venue % Change

in Total Visits (Q3 2010 to Q4 2010)

Hotels + 18.0%

Airports + 17.3%

Cafés + 89.2%

Other + 27.6%

All Venues + 49.8%

11

Hotel/Resort

Airport

Café

Other




14.2% 5.8%

26.0%

Worldwide Location Highlights: Where people are getting connected

Q1 2010 Q2 2010 Q3 2010 Q4 2010

Key Insights on Public Wi-Fi Locations Worldwide:


Worldwide public Wi-Fi locations continue to grow through the final quarter of 2010: •  Annual growth of 43.1% in 2010 over 2009.

•  Quarterly growth of 22.7% over Q3 2010.

•  Five year compound annual growth rate of 34.8%.

Worldwide Location Highlights: Public Wi-Fi Locations

Worldwide public Wi-Fi locations: 2006 - 2010

2006 2007 2008 2009 2010

132,080

219,681

289,476 237,507

12

295,481

Worldwide quarterly growth in public Wi-Fi locations

*Base starting at 230,000

414,356

337,666


310,732



414,356

43.1%

Large public Wi-Fi networks partner, contributing to the huge growth in China and South Korea: • With growth of 157.7% China moves ahead of the United States to claim the top spot for the first time. • Additionally, South Korea has growth of over 100% in Q4 2010 to move into the 4th position.

Minimal change between free and paid Wi-Fi Models in the fourth quarter of 2010: • Paid locations grew 1.7% Worldwide, while free locations grew 0.5% within the U.S.

Q4 Rank Country Q4 2010

# of Locations Q3 2010

Rank % Change

(from Q3)

1 China 102,256 2 + 157.7%

2 United States 93,291 1 - 0.4%

3 France 30,831 3 - 0.2%

4 South Korea 26,882 7 + 109.9%

5 United Kingdom 26,515 4 - 4.7%

6 Germany 14,758 5 - 2.8%

7 Russia 14,674 6 - 0.1%

8 Japan 12,532 8 - 0.5%

9 Sweden 7,620 9 - 1.4%

10 Turkey 7,093 10 + 0.0%

13




54.4%

Public Wi-Fi business models: Worldwide Q4 2010

72.6%

Public Wi-Fi business models: U.S. Q4 2010

25.7%

53.9%

Paid

Free

Paid

Free


45.6%

0.5%

1.7%

74.3%

Worldwide Location Highlights: Public Wi-Fi Locations


Methodology:

JiWire’s Mobile Audience Insights Report is based on data from approximately 315,000 public Wi-Fi locations, as well as surveying more than 3,000 customers randomly selected across JiWire’s Wi-Fi Media Channel in Oct ’10 – Dec ‘10. JiWire serves advertisements to over 30,000 public Wi-Fi locations in North America and we record data from every ad request. This report is based on the ad request data we collected from October – December 2010. Quarterly public Wi-Fi location rankings and business model distributions are based on the final day of the quarter.

JiWire is the leading mobile audience media company, combining location and audience data to deliver targeted advertising across premium locations and wireless devices.

This Insights report provides a snapshot of usage trends and audience data over public Wi-Fi for the second quarter of 2010. This report is intended to highlight market trends for advertisers.

JiWire’s Location-Based Media Channel is comprised of more than 30,000 public Wi-Fi locations through partnerships with more than 30 leading wireless broadband telecommunications providers, with venues such as airports, hotels and cafés that serve more than 40 million unique users monthly. JiWire connects with the on-the-go audience across

multiple devices from laptops, to smartphones, to tablets. JiWire’s registry of public Wi-Fi locations includes more than 450,000 public Wi-Fi locations in 144 countries.

JiWire has been reaching on-the-go audiences since 2003.

For questions about this report, or for recommendations for future reports, please contact us at [email protected].

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