1. Mobile is Basically
Local and Search
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
July 19, 2012.

2. U.S. Mobile Ad Revenues
National vs Local
Local mobile will
surpass national
mobile ad revenues
by 2013.
Source: xAds, May 2012
July 19, 2012 2

3. Search is Most Visited
on Smartphones
Search and social
websites are the top
• Search engine websites most visited websites
• Social network websites on smartphones.
• Retail websites
• Video sharing sites
• General consumer websites
• Brand or manufacturer websites
• Review websites
• Health information sites
Source: Google/Ipsos, April 2011
July 19, 2012 3

4. Local Display vs Search
Search ads have 10x the CTRs vs Display
Local search ads had
far higher Click
Through Rates and
also Secondary
Action Rates
compared with local
display ads.
Source: xAds, May 2012
July 19, 2012 4

5. Local Display vs Search
Users from search much more ready to act
Users call and take action Users want more information
and reviews
Source: xAds, May 2012
July 19, 2012 5

6. Smartphone searchers
go on to purchase
Source: Google/Ipsos, April 2011
Users want more information
and reviews
July 19, 2012 6

7. Top Local Search Categories
Restaurants, gas
stations, and
• Restaurants health/medical were
• Gas stations the top 3 categories
• Health & medical most searched on
• Home & garden mobile. Q1 2012
• Shopping
• Law & Finance
• Auto
• Travel
• Beauty Salons
• Sports & Recreation
Source: xAds, May 2012
July 19, 2012 7

8. Related Articles
Percent of Ecommerce from Mobile
By: Augustine Fou, March 27, 2013
Smartphone Penetration Exceeds 50 Percent
By: Augustine Fou, March 21, 2013
Percent of Ecommerce from Mobile
By: Augustine Fou March 27, 2013
Digital is a Philosophy
By: Augustine Fou, March 31, 2011
-8- Augustine Fou

9. Dr. Augustine Fou – Chief Digital Strategist
“I advise clients on shifting their
marketing mix among traditional
and digital tactics, and unifying
them to work optimally together.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
July 19, 2012 9
acfou@mktsci.com

10. APPENDIX
2/15/2012 10

11. Smartphone Uses Mirror Computer
Source: Harris Interactive 2013

12. Top Smartphone Activities by Minutes
Source: Onbile, October 2012
Source: O2 United Kingdom July 2012