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Industry updates on key mobile trends 6 08 12

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Cristina Lucero
Cristina Lucero

Three key mobile trends from the past week: 1) A survey found that men are more influenced by mobile ads than women, especially for social media, videos, and shopping. Over half of men say mobile ads influence their purchases. 2) Facebook launched mobile-only ad products for their news feed, capitalizing on nearly half their 900M users being mobile. 3) Showrooming continues to be problematic for retailers, but suggestions to combat it include rewarding in-store check-ins, targeted coupons, in-store purchases of out-of-stock items, and free shipping for combined online/in-store purchases.

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INDUSTRY UPDATES ON KEY MOBILE TRENDS WEEK ENDING 6/08/2012
TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 6/08/2012  Mobile Trends o A recent mobile survey conducted by Prosper Mobile Insights™ reports that 3 in 5 mobile users pay attention to mobile ads while visiting social media sites. ─ Men are more likely than women to regularly pay attention to mobile ads, especially when surfing the web (38.2% of men vs. 32.8% of women), watching video clips (17.8% vs. 12.6%) and surprisingly, shopping (21.7% vs. 16.1%). ─ 51.0% of men say advertisements viewed on a smartphone or tablet regularly or occasionally influence the products and brands they purchase. Fewer women (43.7%) said the same. o Facebook has launched its first mobile-only ad product. ─ Marketers can now buy Facebook Sponsored Stories for the News Feed specifically for mobile devices. Nearly half of Facebook’s more than 900 million users access the site via a mobile device. ─ Twitter CEO Dick Costolo recently reported that Twitter often generates more revenue from mobile usage than desktop. Part of the reason for Twitter’s success in mobile advertising is that its Promoted Tweets do not disrupt the user’s consumption of the feed. While Twitter’s revenue is currently estimated to be about a fourth of Facebook’s, this distinction of properly monetizing its audience will become more important as the company inches its way toward going public © Performics. Proprietary and Confidential. 2
TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 6/08/2012  Mobile Trends (cont.) o Showrooming is still a major headache for retailers, with recent research showing 71 percent of shoppers compare prices in electronics stores and 49 percent of online customers have visited a store to learn more about a product, and then bought it online. Below are a few suggestions to stay competitive and combat showrooming: ─ Give shoppers a way to check-in at a store using a mobile device, and earn rewards. This enables retailers to reward customers for shopping (think ShopKick points). ─ Deliver a coupon based on a shopper’s purchase history to their branded app that can be scanned at checkout for purchases made in the store. ─ Enable in-store shoppers to purchase items that are not available on the store shelves using the app. ─ Offer free shipping to users who make a purchase online while in a bricks-and-mortar store using the app. © Performics. Proprietary and Confidential. 3

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Industry updates on key mobile trends 6 08 12

  • 1. INDUSTRY UPDATES ON KEY MOBILE TRENDS WEEK ENDING 6/08/2012
  • 2. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 6/08/2012  Mobile Trends o A recent mobile survey conducted by Prosper Mobile Insightsâ„¢ reports that 3 in 5 mobile users pay attention to mobile ads while visiting social media sites. ─ Men are more likely than women to regularly pay attention to mobile ads, especially when surfing the web (38.2% of men vs. 32.8% of women), watching video clips (17.8% vs. 12.6%) and surprisingly, shopping (21.7% vs. 16.1%). ─ 51.0% of men say advertisements viewed on a smartphone or tablet regularly or occasionally influence the products and brands they purchase. Fewer women (43.7%) said the same. o Facebook has launched its first mobile-only ad product. ─ Marketers can now buy Facebook Sponsored Stories for the News Feed specifically for mobile devices. Nearly half of Facebook’s more than 900 million users access the site via a mobile device. ─ Twitter CEO Dick Costolo recently reported that Twitter often generates more revenue from mobile usage than desktop. Part of the reason for Twitter’s success in mobile advertising is that its Promoted Tweets do not disrupt the user’s consumption of the feed. While Twitter’s revenue is currently estimated to be about a fourth of Facebook’s, this distinction of properly monetizing its audience will become more important as the company inches its way toward going public © Performics. Proprietary and Confidential. 2
  • 3. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 6/08/2012  Mobile Trends (cont.) o Showrooming is still a major headache for retailers, with recent research showing 71 percent of shoppers compare prices in electronics stores and 49 percent of online customers have visited a store to learn more about a product, and then bought it online. Below are a few suggestions to stay competitive and combat showrooming: ─ Give shoppers a way to check-in at a store using a mobile device, and earn rewards. This enables retailers to reward customers for shopping (think ShopKick points). ─ Deliver a coupon based on a shopper’s purchase history to their branded app that can be scanned at checkout for purchases made in the store. ─ Enable in-store shoppers to purchase items that are not available on the store shelves using the app. ─ Offer free shipping to users who make a purchase online while in a bricks-and-mortar store using the app. © Performics. Proprietary and Confidential. 3