Taptu's Mobile Touch Web Report from February 2010 ' Shopping & Services Update'

1. shopping
& services
update
february 2010
This is the second report from Taptu in a monthly series
that will track the growth of the Mobile Touch Web.
Email metrics@taptu.com to sign up for future reports
Find previous reports and other resources at www.taptu.com/metrics

2. shopping & services update february 2010 02
contents 03 Touch Commerce
- an emerging trend
Selected sub-category
screenshots
07 Global overview: Mobile 10 Shopping Assistants and Autos
Touch Sites, all categories
11 Travel and Banking
09 Shopping & Services 12 Electronics and Food & Drink
category analysis
13 Property and Computers &
Software
14 About Taptu & Methodology

3. shopping & services update february 2010 03
touch what we did
In our January report, we carried out the first
what we saw
We were struck by the sheer diversity of mobile
commerce - complete survey of the Mobile Touch Web. We
estimated a total of 326,600 Mobile Touch Web
commerce on the Touch Web at what can
only be regarded as a very early stage of its
an emerging
sites – more than the number of apps across development. If desktop eCommerce is a vast
all app stores. We define the Mobile Touch ocean, then “Touch Commerce” is a rock pool,
Web as Web content that is created specifically 83,000 sites, yet surprisingly rich, diverse and
trend for mobile touch screen devices, with finger-
friendly layouts and lightweight pages that are
fast to load over cellular networks.
rapidly evolving. The life forms we find are
distinct entities, although often related to their
larger cousins on the desktop Web.
We observed a significant concentration – over Within this rock pool, consumers are in a
20% of all sites - in the Shopping and Services unique position to purchase products and
category in our January report. For this reason, services when they are in any location or social
we forecast that the Mobile Touch Web would situation, 24 hours a day, 7 days a week. This
play an extremely important role in the future may be en route to a destination, in a café, a
development of mobile commerce. For this park or even in a competitor’s physical shop.
month, we have completed a more detailed
analysis of Shopping & Services, picking out 8
important emerging sub-categories.

4. shopping & services update february 2010 04
touch notable shopping & services sub-categories
commerce - 01
Sub-category
Shopping assistants
What’s the point?
To help you buy stuff cheaper. Very useful in an actual bricks-
an emerging and-mortar retail location, when you need to decide if the price
you see in front of you is competitive or not.
trend 02 Auto For when you’re out and about buying a car and you want to
make sure you get the best deal.
continued... 03 Travel For when you’re on a trip and want to get to important travel
info without firing up your PC.
04 Banking For checking your accounts when you are out of the office and
away from your PC.
05 Electronics Online mobile storefronts, best used when you are in-store to
price-check that major purchase.
06 Food & drink Order a pizza (or whatever) with zero hassle.
07 Real Estate Your virtual real estate agent that you can take with you to view
relevant properties in your area.
08 Computers & software All the big players (IBM, Microsoft, et al) are ticking the box and
creating an online presence on touch screen mobiles.

5. shopping & services update february 2010 05
touch conclusion: three patterns
Across the site sub-categories, we observed
02 “True Touch Innovator” sites
Secondly we found examples of sites which
commerce - three groupings with similar characteristics:
01 “Touch Sweet Spot” sites
pushed the boundaries of what is possible and
opened our eyes to new ways of interacting
an emerging
with the customer.
Gratifyingly we saw many more examples of (Noteworthy: www.klrealty.net)*
sites that were really exploiting the capabilities
trend of the new medium, giving customers a
valuable new way to buy products or services.
03 “Lack of Imagination” sites
We saw several examples of brands creating
continued...
(Noteworthy: mobile.dominos.com)* static Touch Web sites that don’t do anything
* To view these sites, enter the URL into your browser on your touch very useful except act as a kind of on-line
screen phone. Only tested to work on iPhone and iPod Touch devices.
brochure, like the early days of the World
Wide Web .
february’s touch sweet spot site
domino’s pizza
mobile.dominos.com
Domino’s Pizza wins our noteworthy selection for
February with one of today’s best Touch Commerce
experiences, just beating their competitor Pizza Hut
to the punch. With Touch Commerce, ease of use is a
defining, if not, deciding, feature. Keyboard entry is a
pain, so cumbersome Login and Registration processes
are best avoided. This is where Domino’s experience
has the edge. Of course, Domino’s needs to know your
address in order to deliver your pizza, so step-by-gentle-
and-quick-step they guide you through the process.
Whilst harvesting the data they need quickly and easily,
they do not present the user with any big usability dominos pizza
hurdles. The user is engaged, guided and facilitated http://mobile.dominos.com
during the Touch Commerce experience, making the
process feels as it should be - simple.

6. shopping & services update february 2010 06
touch february’s touch innovator site
kl realty
commerce - www.klrealty.net
an emerging
As in the E-Commerce revolution that preceded it, the
“Touch Commerce” revolution will enable newcomers to
trend
leapfrog their larger and better resourced competition.
Boulder, Colorado-based real estate firm KLRealty are
one such example. Founded 8 years ago, their mobile
continued... Touch Commerce site is a shining example of what is
possible by those who are open to new technologies, new
challenges and new opportunities. The KL Realty site
provides Mortgage Calculators, Location Based Services,
Map Searching, Web Camera Mapping and Search. By fully
exploiting the additional capability that Touch Commerce
kl realty
can bring, KL Realty gets our vote as the obvious choice www.realty.net
for the discriminating iPhone owner wishing to purchase
Real Estate within the Boulder vicinity.
summary
In summary, the best sites showcased in this Touch Commerce re-defines how users are
report define what the Touch Commerce engaging with your brand, so your brand needs
experience should be: to re-think how your mobile internet presence
can best engage your users.
• Intelligent (location aware, multi-faceted)
• Easy (guided navigation, intelligent
data harvesting)
• Engaging (Content heavy, light-weight page
size)
• Transaction (either completetion or point
of completion)

7. shopping & services update february 2010 07
mobile touch analysis of
mobile touch sites
sites global Top categories
Shopping & Services
% of sites
24.8%
overview Photo & Design
Social
17.7%
9.2%
february 2010 World Affairs 8.1%
Places,Travel & Local 6.5%
News & Weather 3.3%
Womens Interest 3.3%
Technology 3.2%
Adult 3.0%
Mens Interest 2.2%
Entertainment 2.1% mobile
Music 1.5% touch sites
Personal Blogs 1.3% Shopping & Services
Sport 1.1% Photo & Design
Games 0.9% Social
Autos etc 0.5% World Affairs
Fashion 0.2% Places, Travel & Local
News & Weather
Nature & Environment 0.2%
Women’s Interest
Celebrities 0.2%
Technology
Global total number of Web sites scanned 113.0m Other 10.6%
Other
Sites estimated as touch-friendly 334,800 (0.30%) Total 100.0%
Notes: Indexing .com, .net, .org domains + DMOZ. Percentages based on analysis of English language sites (84.9% of sites indexed)
“Higher quality” sites which as used as the basis of our category-level analysis are defined as those with above average quality score for either visual
quality or information quality.

8. shopping & services update february 2010 08
mobile touch higher quality sites
Top categories % of sites
sites global Shopping & Services
Social
25.9%
14.5%
overview World Affairs
Places,Travel & Local
12.7%
9.1%
february 2010 Adult 5.8%
News & Weather 5.1%
Photo & Design 4.4%
Entertainment 2.4%
Mens Interest 1.5%
Womens Interest 1.4%
Technology 1.4%
Sport 1.2% higher quality
Music 1.1% sites
Games 1.0% Shopping & Services
Blog 0.4% Social
Autos etc 0.4% World Affairs
Fashion 0.3% Places, Travel & Local
Adult
Celebrities 0.2%
News & Weather
Nature & Environment 0.2%
Photo & Design
Other 11.1%
Entertainment
Total 100.0%
Other
Notes: Indexing .com, .net, .org domains + DMOZ. Percentages based on analysis of English language sites (84.9% of sites indexed)
“Higher quality” sites which as used as the basis of our category-level analysis are defined as those with above average quality score for either visual
quality or information quality.

9. shopping & services update february 2010 09
shopping & analysis of
mobile touch sites* example sites in category
services mobile Top categories
Business
% of sites
28.6%
Site Name
Yellowbook
Site URL
http://www.yellowbook.com/
touch sites General
Real Estate
27.0%
12.7%
Target
Homes.com
http://target.mobi
http://homes.com/
february 2010 Adult - Paid 5.2% Twistys http://twistys.com/
Travel 3.2% TripAdvisor http://www.tripadvisor.com
Auto 3.1% Porsche http://m.porsche.com
Mobile Shopping Assistants 1.4% HotUKDeals http://m.hotukdeals.com/
Profile 1.3% Vodafone http://vodafone.mobi/
App Stores & Apps 1.1% Secret Exit http://iphone.secretexit.com/
Computers and Software 1.0% Cisco http://m.cisco.com/
Web Design 0.9% Briannotbryan Design http://m.briannotbryan.com/
Shopping & Business % of sites 24.8% Banking 0.7% Wells Fargo Mobile https://www.wf.com/
Marketing 0.5% Firedog Communications http://firedogpr.com/
shopping Food & Drink 0.5% Dr Pepper http://www.drpepper.com/mobile/
& services Phones 0.4% Nokia http://www.nokia.mobi/
Electronics 0.3% D-Link http://m.dlink.com/
Business
General Fashion & Lingerie 0.3% Dolce & Gabbana http://www.dolcegabbana.mobi
Real Estate Books, DVD & Music 0.3% Barnes & Noble http://www.barnesandnoble.com/
Adult - Paid Auto Leasing 0.3% National Car Rental http://www.nationalcar.mobi/
Travel Health & Beauty 0.3% Pantene http://pantene.com/
Auto Other 11.0% TicketStorm.com http://www.ticketstorm.com/
Mobile Shopping
Total 100.0%
Assistants
Profile
Other Notes: Indexing .com, .net, .org domains + DMOZ. Percentages based on analysis of English language sites (84.9% of sites indexed). * Higher quality sites
only - see Methodology page for further information. % change equals current month versus previous. Important: To view site, go to site URL on your
touchscreen phone (Many sites do not render properly on PC browsers). Sites can be classified in more than one category.

10. shopping & services update february 2010 10
steals.com pricecanada.com
http://steals.com/ http://pricecanada.com/m/
example
shopping
assistants
mobile
touch sites
scope nextag
http://sccope.com/ http://nextag.com
autotrader napa
http://autotrader.mobi/ http://napaonline.com/
example
autos mobile
touch sites
jeep volvo
http://jeep.com/m http://m.volvocars.com/

11. shopping & services update february 2010 11
delta airlines indian wells
http://delta.com/ http://m.indianwells.com/
example
travel
mobile
touch sites
travelocity city pass
http://travelocity.com/ http://citypass.com
barclays american express
http://barclays.mobi/ http://americanexpress.com/
example
banking
mobile
touch sites
bank of america us bank
http://bankofamerica.mobi/ http://m.usbank.com/

12. shopping & services update february 2010 12
wired up installs canon
http://wiredupinstall.com/ http://m.usa.canon.com/
example
electronics
mobile
touch sites
sonos sony
http://sonos.info/ http://m.sony.com/
bud light live on the go
http://budlight.com/m http://liveonthego.com/
example
food & drink
mobile
touch sites
dominos pizza teavana
http://dominos.com/ http://teavana.com/m

13. shopping & services update february 2010 13
realestate.com homes.com
http://realestate.com/iphone http://mobile.homes.com/
example
real estate
mobile
touch sites
kl reality bushby
http://klrealty.net http://bushby.com.au/
geeksquad microsoft
http://m.geeksquad.com/ http://mobile.microsoft.com
example
computers
& software
mobile
touch sites
dell ibm
http://dell.com http://m.ibm.com

14. shopping & services update february 2010 14
about Founded in 2007, Taptu built a strong user
base and reputation for entertainment
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taptu
search on mobile devices. The service was
available globally in 5 languages, generated try taptu for free
in excess of 1 million searches per day Please visit http://www.taptu.com
and over 3.2 million users (June 2009) and on your touch screen mobile
picked up several international awards
along the way. Download Taptu Touch Search from the
Apple App Store or Android marketplace
Since early 2009 Taptu has evolved and
pioneered the index and crawling of media more info
specifically designed for touch screen http://www.taptu.com
mobile devices. Consumers can now, for the http://www.taptu.com/blog
first time, search and explore millions of http://taptu.com/metrics
mobile touch web sites, apps, images and
the realtime web from their touch screen get in touch
mobile device. Taptu is also making this email hello@taptu.com
unique index available to third parties via twitter @taptu
an API.
report Taptu scans 110 million internet domains
each month, using a cluster of 750 servers,
Candidate sites are then filtered to identify
English language sites, then further
methodology
downloading approximately 10 terabytes evaluated for site quality, then classified by
of data for each scan. Each scanned site type. “Higher quality” sites which as used as
is checked against a number of tests for the basis of our category-level analysis are
potential mobile touchscreen-friendliness. defined as those with above average quality
february 2010 score for either visual quality or information
quality. These quality ratings, together with
site popularity data, are used as the basis
for our selections of Taptu Top 10 Touch
Screen Sites in each of the topic categories.