17. Mobile matters.
“Which Medium is Most Important to To You?” - by Age Group
TV Mobile PC Other
10-19 25% 42% 22%
20-29 23% 28% 37%
30-39 39% 21% 30%
Source: NTT Advertising, 2007
18. A lot.
Mobile Web Usage Frequency among 16-24 year olds
“At least daily”: 90%
“More than an hour daily”: 61%
24%
22%
15% 16%
13%
4%
3%
>3 hrs 2-3 hrs 1-2 hrs 30 min-1 hr Daily, <30 min Less than daily I don’t
Source: Infinita, April 2008
35. Attention Interest Search Action Share
URL
TV Newspaper Transit PoS
Mobile SNS
Mobile Site Mobile Mail
Radio OOH Magazines Mobile Search Mobile Tool
PC Site Blogs
Reviews
PC Search
Online Event Mobile Ads EC Site
Word of Mouth
36. Attention Interest Search Action Share
Broad Reach Targeted Reach Search PoS Social
Mobile SNS
Carrier Menu Fashion
News&Sports
Access Tools
Mobile Email Ads QR
Mobile Site
TV Guide
Short Codes
!"#$!!
Location/Maps
Mobile SNS Visual Search Mobile Email
NFC