- The document summarizes findings from InsightExpress's 16th Digital Consumer Portrait study on mobile behavior and trends from July 2007 to February 2011. - It finds that over a third of mobile owners now have smartphones, but 25% of smartphone owners consider their phone a "regular" phone, not recognizing it as smart. - Mobile activities like shopping, coupon use, and commerce are popular, with text messaging and email preferred for receiving deals. 18% of mobile users have made a purchase on their phone.

1. Mobile Behavior Unveiled Joy Liuzzo Senior Director, InsightExpress

3. Device & Usage Trends

5. But, Things Are Not What They Seem… The Surprise Finding That Will Shift Our Thinking

7. Activities Done At Least Once a Week

8. What Does This Mean? We Are Not Dealing With a Homogenous Group of Smartphone Users Anymore

9. Users Cannot Live By Apps Alone

10. Mobile Doesn’t Necessarily Mean Mobile

11. Mobile & Shopping Behaviors

12. Where Have You Used Your Mobile Phone? In a store 87% At a Sporting event 38% In a doctor’s office or hospital 57% While flying on a plane 14% During church service 9% During a movie at the theatre 22%

13. Mobile as Important For Pre-Shopping as In-Store

15. QR Codes

17. Mobile Coupons

18. Email, Text are Popular for Mobile Coupons Have you ever… 18-24 yr old 25-34 yr old 35-44 yr old Smartphone Shown an email coupon to a clerk using your mobile phone 15% 20% 23% 26% Used a coupon you received in a text message 15% 23% 25% 28% Used a coupon you found in a mobile application 18% 19% 15% 23% Downloaded a coupon to print later 15% 22% 19% 26% Downloaded coupon to store loyalty card 11% 14% 10% 15%

19. More than 1/3 of Smartphone Owners Look For or Use Coupons In-Store

20. Grocery is the Most Popular Mobile Coupon 50% say they have made a special trip to a store after receiving a mobile coupon

21. Again, Text & Email are Preferred

22. Mobile Commerce

24. Lots of Stores Are in the Moderately Visited Bucket Most activity is driven by iPhone users

25. 18% of Mobile Owners Have Purchased Something on Their Phone; 35% of Smartphone Owners

26. Knowing Who I Am & Giving Me a Reason Will Encourage Me to Buy on My Phone

27. Texting with Companies

30. Mobile Norms & Best Practices

31. The study used norms developed in online ad testing as a benchmark to draw conclusions around the performance of advertising on mobile devices. InsightExpress compared the two using InsightNorms, the company’s normative database containing over one thousand online ad effectiveness campaigns and over one hundred mobile ad effectiveness campaigns. Mobile InsightNorms are based on InsightExpress’ flagship mobile brand effectiveness solution, Mobile AdInsights, which employs a test/control design to measure the brand impact of mobile advertising campaigns.

37. Think Mobile! InsightExpress is leading the future of marketing research. Joy Liuzzo Senior Director, Mobile Research (203) 252-7005 [email_address]