Mark Sneathen, SVP Media Analytics at Nielsen, provides an overview of the Mobile Millennial and their interesting behaviors at the MobiU2013 Seminar: Mobile Millennials, March 28, 2013

1. Produced
by
the
Heartland
Mobile
Council
MobiU2013
Seminar:
Mobile
Millennials
Hosted
by
PepsiCo
-­‐
Chicago
March
28,
2013
Brand
Panel:
PepsiCo,
RedBox,
Nielsen
Market
Research:
Nielsen
Agencies
ModeraGng:
Cramer-­‐Krasselt

2. #MobiU2013,
@heartlandmobile
The
confluence
of
retailers,
CPG
brands,
researchers
and
agencies
–
combined
with
the
presence
of
the
“average
consumer”
–
make
Chicago
and
the
Heartland
the
ideal
locaGon
to
learn
how
to
uGlize
mobile
technologies
to
reach
the
average
consumer
TM
The
Heartland
Mobile
Council
is
a
Chicago-­‐based
non-­‐profit
whose
mission
is
to
educate
brands
on
how
to
use
mobile
effecGvely

3. #MobiU2013,
@heartlandmobile
TM
The
Heartland
Mobile
Council
is
a
Chicago-­‐based
non-­‐profit
whose
mission
is
to
educate
brands
on
how
to
use
mobile
effecGvely
Our
Belief
The
HMC
is
the
Trusted
Partner
to
Educate
Brands
on
how
to
use
Mobile

4. #MobiU2013,
@heartlandmobile
Why
the
HMC
Exists
•
Know
markeGng
•
Can
throw
a
good
party
•
Branding,
awareness,
loyalty
MarkeGng
conferences
cover
the
best
brand
case
studies
Mobile
conferences
covers
the
latest
technology
potenGal
• Know
technology
• Can
throw
a
good
hackathon
• Downloads,
pageviews,
scans

5. #MobiU2013,
@heartlandmobile
Mobile
UniversityTM
events
-­‐
SOLD
OUT
MobiU2012:
Couponing,
4/25;
Moms,
6/21;
Summit
9/24
MobiU2013;
Millennials
3/18;
Hispanics
6/13;
Brands+Startups
6/27

6. http://bit.ly/MobiU2013
See
12+
Brands
Speak
at
the
4th
Annual
#MobiU2013
Summit

7. #MobiU2013,
@heartlandmobile
Mobile
(Scary)
Future
“So
what
used
to
fit
in
a
building
now
fits
in
your
pocket,
what
fits
in
your
pocket
now
will
fit
inside
a
blood
cell
in
25
years”
-­‐
Ray
Kurzwell,
Futurist

8. #MobiU2013,
@heartlandmobile
Mobile
Everything

9. #MobiU2013,
@heartlandmobile
Mobile
Everything
2014
Mobile
MarkeGng
will
be…Mobile
Everything.
• Helping
with
the
liele
things:

10. #MobiU2013,
@heartlandmobile
Mobile
Everything
2014
Mobile
MarkeGng
will
be…Mobile
Everything.
• Helping
with
the
liele
things:
• And
the
big
things:

11. #MobiU2013,
@heartlandmobile
Mobile
Everything
2014
Mobile
MarkeGng
will
be…Mobile
Everything.
• Helping
with
the
liele
things:
• And
the
big
things:
• With
you
all
the
Gme:

12. #MobiU2013,
@heartlandmobile
Mobile
Everything
2014
Mobile
MarkeGng
will
be…Mobile
Everything.
• Helping
with
the
liele
things:
• And
the
big
things:
• With
you
all
the
Gme:
• On
you
all
the
Gme:

13. #MobiU2013,
@heartlandmobile
Mobile
Everything
2014
Mobile
MarkeGng
will
be…Mobile
Everything.
• Helping
with
the
liele
things:
• And
the
big
things:
• With
you
all
the
Gme:
• On
you
all
the
Gme:
• In
you
all
the
Gme:
“…what
fits
in
your
pocket
now
will
fit
inside
a
blood
cell…”

14. #MobiU2013,
@heartlandmobile
Join
Our
Mobile
Movement
• We
are
looking
for
people
passionate
about
mobile
• Network
(of
course)
• Learn
about
mobile
(of
course)
• Change
history
at
this
crucial
stage
in
history!
• Volunteers
needed
for:
• MarkeGng
(PR,
Social
Media,
Email,
Web)
• Summit
Event
Management
• Contact
hugh@heartlandmobilecouncil.com

15. Produced
by
the
Heartland
Mobile
Council
Mark
Sneathen,
SVP
Media
Analy3cs,
Nielsen
@nielsen
#MobiU2013
MobiU2013
Seminar:
Mobile
Millennials
March
28,
2013
Mobile
Millennials

16. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
10
DVD PC w/Internet Video Game DVR Smartphone Tablet Smart TV
4%
16%
56%
44%45%
79%
84%
28%
36%
43%
75%
87%
13%
24%
38%
69%
88%
Q3 2008 Q3 2010 Q3 2012
Mobile
and
on
demand
media
devices
are
fueling
digital
growth
Devices Owned in TV Households
Source: Nielsen Npower for all devices except for Smartphone. Source for Smartphone: Nielsen Mobile Insights
+20% +81%
+341%
+63%
from Q1
+63%
from Q1

17. Online
Web
Browsing
Online
Video
Mobile
Apps
Mobile
Web
Browsing
Mobile
Video
0
0
1
0
1
#MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
2%5%
25%
11%
57%
Online
Web
Browsing
Online
Video
Mobile
Apps
Mobile
Web
Browsing
Mobile
Video
Percentage of Total Duration
December 2012
Time Spent Among Users
December 2012
DIGITAL INCREASINGLY IS “MOBILE”
36HOURS
34
HOURS

18. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
Ages
18-­‐24 Ages
50-­‐64
40%
70%
28%
50%
Jun-­‐11
Jun-­‐12
Smartphone Penetration
Smartphone
ownership
~2x
for
millennials
Smartphone ownership is
now the norm
Tablet ownership growing rapidly
(but still lower than many think)
P18-­‐24 P50-­‐64
14.8%15.8%
2.3%2.7%
Jun-­‐11
Jun-­‐12
% penetration in tablet homes

19. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
Video Penetration
Total Population, Q2 2012
Based on Total US Population, Persons 2+ for TV and Online, 13+ for Mobile, Q2 2012
Monthly Time Spent
Among Video Users (hh:mm)
CONSUMER USAGE OF DIGITIAL VIDEO IS
SIZEABLE
MOBILE 5 2 0
ONLINE 5 5 1
15%
TELEVISION 4 5 441
56%
95%
Source: Nielsen People Meter, Nielsen Video Census, Mobile Video Report
:
:
:
13

20. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
Millennials
are
early
adopters
of
mobile
video,
¼
of
mobile
video
audience
and
2.4X
consumpIon
Video
Viewing
24%
10%
7%
Persons
18-­‐24
TV
Online
Mobile
Video
Viewing
9%
23%
25%
Persons
50-­‐64
TV
Online
Mobile
Source: Nielsen, The State of The Media: The Cross-Platform Report Qtr 2, 2012
Video Viewing Audience Comparison
%
of
Population
10%
Persons
18-­‐24
%
of
Population
20%
Persons
50-­‐64

21. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
15
Source: Qtr 1 2012 Mobile Connected Device Report
Smartphones
provide
snacks,
tablets
provide
meals
Books Movies TV
Shows MagazinesSocial
Networking NewsDownloaded
MusicStreaming
Radio Sports None
of
these
9%
15%
25%
37%
48%
62%
8%
19%
15%
17%
11%
8%
23%
16%
34%
45%
13%
31%
34%
42%
Tablet Smartphone
Media Content Viewed by P18-24 Through Device
Tablet Owners (n=124), Smartphone Owners (n=180)*
Q: Which of the following media content do you regularly access
through your connected device? .
*sample sizes are small and should
be used directionally

22. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
All
Other
Apps
43%
41-­‐50
2%
31-­‐40
3% 21-­‐30
4%
11-­‐20
8%
Top
10
40%
Distribution of Time Spent in
Apps on Android and iOS
Smartphone Analytics, Sept 2012
FACEBOOK & OTHER LEADING APPS DOMINATE TIME SPENT
Some signs that “App Discovery” improving, but very long tail
“All Other
Apps” 31%
a year ago
Source: Nielsen Smartphone Analytics
TOP 5 MILLENIAL APPS
1. Facebook
2. Google Maps
3. Google Search
4. YouTube
5. Gmail
January
2013
4 of 5
minutes spent w/
Apps vs Mobile Web

23. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
Day
in
the
Life
–
32
year
old
white
female
Social
and
gaming
apps
lead
One iPhone User’s Time Spent Engaged with Handset
Smartphone Analytics, February 6, 2012
0
12.5000
25.0000
37.5000
50.0000
8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm
Minutes
Total time spent: 3:20
Nielsen Panelist
Profile
• Female, 32 years old
• Employed full time
(income $50-75k)
• White
• Married
Source: Nielsen Smartphone Analytics

24. Mid-­‐
night 1AM 2AM 3AM 4AM 5AM 6AM 7AM 8AM 9AM 10AM 11AM Noon 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM
#MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
18
Day
in
the
Life
–
26
Year
Old
Asian
Male
TimeSpent
• Heavy App User (over 25 different apps in 1 day)
• Highly social; Facebook, gmail, texting, Yelp and IM+
• Extensive browsing with Dolphin web browser
Source: Nielsen Smartphone Analytics
Nielsen Panelist
Profile
• Male, 26 years old
• Employed full time
(income $50-75k)
• Asian
• HTC EVO 4G

25. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
19
Day
in
the
Life
-­‐
36
Year
old
White
Female
Mid-­‐
night 1AM 2AM 3AM 4AM 5AM 6AM 7AM 8AM 9AM
10A
M
11A
M Noon 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM
• Extensive use of camera and gaming applications
• Consistent interaction with Facebook, messaging and email
• Uses Life 360 app on weekends and around when school gets out
Source: Nielsen Smartphone Analytics
Nielsen Panelist
Profile
• Female, 36 years
old
• Employed part time
(income $35-59k)
• White
• Samsung Infuse 4G

26. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
20
50%
of
Young
adults
use
phone
every
day
while
watching
TV
Frequency of Simultaneous Usage While Watching TV: Smartphones
Smartphone Owners (Q2 2012 Ages 18-24: 215, Ages 50-64: 2,108)
10%
11%
6%
25% 12%
36%
Several
Jmes
a
day
Once
a
day
Several
Jmes
a
week
Several
Jmes
a
month
Once
a
month
or
less
Never
20%
10%
18% 21%
9%
22%
P18-24
~50% per
day
P50-64
~30% per
day
While Watching TV:
45% shop online
26% look up product from a TV Ad

27. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
21
SOCIAL NETWORKING GROWTH DRIVEN BY MOBILE
163.6M
171.8M
Unique U.S. Audience for Social Networking
Source: Nielsen NetView (July 2012), Nielsen
Smartphone Analytics (July 2012)
People continue to spend more
time on social networks than any
other category — 29% of mobile
app and web time is spent doing
Social Networking

28. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
22
Facebook
Twitter
YouTube
Gmail
Pandora
Radio
Google
Maps
Google
Search
Maps
(Apple)
Weather
Instagram
11 of top 15 Millennial
apps have a social and/or local component
Stocks, Amazon Mobile, eBay Mobile &
Chrome round out top 15
Social
and
local
apps
dominate
the
leaderboard
18-24 Top Mobile Apps and Social / Local Intersection
Social
Local
Source: Nielsen Smartphone Analytics
The Weather
Channel

29. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
MOBILE
DEVICES
ALREADY
PREVALENT
IN
CONSUMER
PATH
TO
PURCHASE
Searching for/using
online coupons
Comparing prices
online while shopping in
a store
Scanning a barcode
to compare prices/
product info
Paying for goods and/
or services at POS at
a merchant
Discovery
Purchase
33% 37%
Browsing products
through mobile web or
apps
42% 33%
26% 18%
15% 22%
7% 9%
Purchasing products
through mobile sites
or apps
24% 22%
Women
Men
Source: Nielsen Mobile Insights

30. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
24
Millennials
are
acIve
mobile
shoppers,
with
1/3
comparing
prices
in
store
Browsing
products
through
mobile
websites
and/or
apps
Comparing
prices
online
while
shopping
in
a
store
Purchasing
products
through
mobile
websites
and/or
apps
Reading
online
reviews
of
products
you
were
considering
purchasing
Searching
for/using
online
coupons
Placing
a
bid
on
a
product
through
an
online
aucGon
Using
locaGon-­‐based
services
(LBS)
to
find
a
retail
locaGon
Scanning
a
barcode
to
compare
prices
/
acquire
more
product
info
Purchasing
Gckets
to
events
such
as
concerts,
sporGng
event,
theater
Paying
for
goods
/
services
at
point
of
sale
at
a
merchant
(tap&go) 7.7
11.2
12.6
12.4
13.1
24.0
26.1
25.4
32.1
39.5
15.2
13.1
11.9
13.3
14.4
14.5
16.6
19.8
32.1
29.9
M18-­‐24 F18-­‐24
Mobile Shopping Activities 18-24 (% doing activity)
Source: Qtr 4 2012 Mobile Insights Report
Q: T2123: You said that you used your mobile phone for shopping in the past 30
days. What kinds of shopping activities have you engaged in on your phone?

31. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
25
MILLENNIALS
CONCERNED
ABOUT
MOBILE
AD
PRIVACY
earn
and
manage
trust
carefully
Source: Nielsen Mobile Connected Device Report
Disagree
70%
Agree
30%30% of users
find ads with
custom location-
based offerings
more useful
Ages
13-­‐17
Ages
25-­‐34
Ages
18-­‐24
Ages
35-­‐44
Ages
45-­‐54
Ages
55+ 25%
22%
32%
33%
36%
45%
Ads with Custom Location-Based
Offerings are More Useful - % Agree
Q1 2012 Mobile Connected Device Report

32. Millennials shopping & price checking with mobile
• Mobile usage already prevalent during path to purchase
• Top apps have Social / Local component
• 1/3 checking prices in-store
#MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
26
WHAT DO WE KNOW ABOUT MOBILE MILLENNIALS?
Millennials are leading the charge in mobile usage
• 70%+ of Millennials own a smartphone
• Mobile IS digital
1
Apps continue to dominate mobile time spent
• 4 of 5 minutes spent in app
• Top apps dominate – 40% of time
2
Millennials heaviest mobile video & heavy social
users
• Meaningful mobile video usage, 25% of mobile video audience is
3
4

33. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
27
Appendix

34. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
28
Digital
is
core
component
of
American
media
life
Average Daily Time Spent on Media Activity
(hh:mm) – September 2012
TV
OnlineWebBrowsing
TimeShiftedTVViewing
MobileApp
OnlineVideo
MobileWebBrowsing
4:16
0:20
0:07
0:04
MobileVideo
0:02
4:23
0:22
0:14
0:09 0:11
TV
0:41
0:57
Based on Total US Population, Persons 2+ for TV and Online, 13+ for Mobile, September 2012
Source: Nielsen People Meter, Nielsen Netview, Nielsen Video Census, Nielsen
Mobile Mediaview, Mobile Video Report
0:43
OnlineWebBrowsing
0:10
TimeShiftedTVViewing
OnlineVideo
MobileApp
MobileWebBrowsing
MobileVideo
7%
15%
78%
6:57
68%
17%
15%
Online
TV
Mobile
Total Population Among Users
5:44

35. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
29
Mobile Video time spent strong, audience growing
Q2 2009 Q2 2010 Q2 2011 Q2 2012
15,267
21,957
29,916
37,048
Mobile Video Audience (000’s)
+143%
Source: Nielsen Mobile Insights and Nielsen Mobile Video Report
+10%

36. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
30
INTERNET USAGE SIMILAR ACROSS GENERATIONS, BUT
MILLENNIALS HEAVIER MOBILE / INTERNET VIDEO CONSUMERS
Note: Mobile video consumption levels shown only for users
Source: Nielsen, The State of The Media: The Cross-Platform Report Qtr 2, 2012
Monthly Time Spent

37. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
31
YOUNGER AUDIENCES MUCH HEAVIER
MOBILE VIDEO CONSUMERS
Weekly
Time
Spent
Consuming
VideoWeekly
Time
Spent
Consuming
VideoWeekly
Time
Spent
Consuming
VideoWeekly
Time
Spent
Consuming
VideoWeekly
Time
Spent
Consuming
VideoWeekly
Time
Spent
Consuming
VideoWeekly
Time
Spent
Consuming
VideoWeekly
Time
Spent
Consuming
Video
K
2-­‐11
T
12-­‐17
A
18-­‐24
A
25-­‐34
A
35-­‐49
A
50-­‐64
A
65+
TradiJonal
TV 23:34 21:37 22:32 27:06 32:02 40:02 45:20
DVR
1:55 1:30 1:34 3:04 3:17 3:06 1:59
Internet
Video
0:09
0:23 1:21
1:17
0:58 0:41
0:16
Mobile
Video N/A 0:22 0:23 0:18 0:09 0:03 <0:01
Source: Nielsen Npower Q2 2012, Video Census Q2 2012, Mobile Video Report Q2
2012
Digital Video Usage = 7% of Video Usage
(13% for “users”)

38. #MobiU2013,
@nielsen
Copyright
©2012
The
Nielsen
Company.
Confiden3al
and
proprietary.
32
Ad
Recall Brand
Recall
Ad
Recall Brand
Recall
Ad
Favorability
Purchase
Intent
Full
iAd
vs.
Concurrent
TV
Ad
CampaigniAd Banner vs. Online Banner Ad
Performance Improvement
Ad
Recall Brand
Recall
Ad
Recall Brand
Recall
Ad
Favorability
Purchase
Intent
Full
iAd
vs.
Concurrent
TV
Ad
CampaigniAd Banner vs. Online Banner Ad
Performance Improvement
1.5x
2x
1.7x
2.5x
2x
4x
3.5x
4x
1.4x
1.9x 2x
2.3x
iAd:
Leading
Retailer
Brand
Study
iAd:
New Car
Brand
Study
MOBILE EXPOSURES DRIVE STRONGER
RECALL
Source: Apple iAd Network