2. Why?
Yahoo!, in partnership with Nielsen, wanted to create a framework around
Mobile Internet Category Users and behaviors
 Measurement: Use quantitative means to benchmark and measure mobile behaviors
and attitudes in general and by category over time
 Categories: Better understand the behaviors of Mobile Internet Category Users both
in general and across a set of 12 product/advertising categories
 Comparison: How category/shopping attitudes and usage differ among those
accessing on the mobile platform versus those accessing only a PC
 Shopping: Current and future lower and upper funnel shopping mobile penetration
 Mobile Activities: Shopping outcomes tried, successful (or not), and interested in.
Actions taken as a result of those shopping outcomes. What sources were used? And,
how much time do they spend doing research, etc.
 Mobile Attitudes and Experience: Attitudes overall and experience while looking up
category level information (i.e. impulsiveness, boredom, active shopping, etc.)
 Mobile Advertising: Stated category recall, attitudes, and preferences
2
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3. How?
WHO 8,384 respondents ages 13-64
5,313 were Mobile Internet Category Users:
• Own a mobile device with access the Internet
• Access information related to at least one of 12 product categories
3,071 were PC Internet Category Users:
• Own a desktop/laptop/tablet PC with Internet access
• Access information related to at least one of 12 product categories
• PC Internet shoppers could not access any category information on
a mobile device but could still own a mobile phone
FOOD/
DIG CON ENT DINE C ELEC FIN TRAV APPARL HEALTH BEAUTY HOME AUTO
BEV
Mobile Base 937 678 663 451 570 370 370 272 282 283 227 210
PC Base NA 454 320 313 293 224 258 264 251 234 223 237
HOW 25-minute-online-survey
WHEN June 2010
3
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4. What are we covering?
 Sizing the Mobile Category Market
 Mobile Consumption Basics
 Mobile Category Activities
 Understanding the Core Principles that Impact
Mobile Category Usage
 How Mobile Category Information Impacts
Purchase
 Understanding more about Mobile Advertising
4
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5. Where do we go from here?
What we learned What it means
Mobile is still very much seen as a secondary platform
There is a tremendous opportunity for retailers and
for shopping. However, mobile and non-mobile users
 advertisers to help transform mobile into a full-fledged
alike say they are interested in accessing more mobile
shopping platform.
shopping information in the next 12 months.
There seems to be significant latent demand for mobile
More advanced shopping activities—including scanning
couponing and the incorporation of barcode scanning and
barcodes, managing a shopping cart, purchasing gift
 other key mobile shopping activities pressing the need for
cards, and making purchases have high failure rates but
better services on mobile devices (to encourage usage and
also have high interest rates (by about a half or more).
acceptance).
Mobile shoppers are highly engaged with advertising— The small screen lends itself to more noticeable advertising,
one out of five mobile shoppers who have seen but formats need to become more sophisticated. This also

advertising say they always look at it. However, mobile suggests the need for partners that are more sophisticated
advertising opportunities tend to be more unsuccessful. and experienced in mobile.
Nearly one in three mobile shoppers who have tried to It is of utmost importance that, regardless of content or

respond to an ad have not had success, format, ads be as easy as possible for users to interact with.
Along with being the least likely to see and react to
These high incidence categories have somewhat normalized
related advertising, financial, dining, and digital content
 their advertising behavior. Lower incidence categories have
shoppers also have lower agreement with most
more engaged users.
advertising-related statements.
The vast majority of Internet mobile users also watch TV There are substantial cross-promotional opportunities to

at the same time. reach mobile internet users.
5
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6. Where do we go from here?
What we learned What it means
Mobile’s value is less dependent on consumer
It doesn’t matter how expensive or how important the
involvement within the category (whether it is cheap or
 product is - advertising can showcase both small and big-
cared a lot about) than on the need and impulse to
ticket items.
make the purchase—especially when not near a PC.
Those who use popular categories are more likely to just These niche mobile Internet users are the early adopters of
use those categories while those who are niche users  this behavior and it is important that we better understand
tend to use a variety. their profile.
Smaller categories have the highest percentage of users
It’s not just about digital content, dining and entertainment.
saying they plan to do the same/more upper to lower
 Lower incidence categories provide the greatest opportunity
funnel activities on their mobile device in the next 12
for portals and developers to maximize.
months.
These are the categories that are currently relatively
Healthcare, home improvement, and auto have the
 underserved, and provide the greatest opportunity to
lowest mobile usage relative to PC usage.
content developers.
Mobile application usage is highest in categories that are
If this pattern holds true, clothing and electronics could be
mature purchasing engines on the PC (entertainment, 
the next successful mobile categories.
financial, and digital content).
More than half of category research lasts a day or less
Mobile could shorten the research and purchase process
on a mobile device. Auto and home improvement have
 compared to PC. This could typically turn a longer research
the longest research times, and dining the shortest (with
process on the PC to more impulse.
68% of those users making decisions same day).
6
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7. Sizing the Mobile Category Market

8. Only a third of data mobile phone users have seen
advertising on their devices
Sizing the Category According to Nielsen Mobile Advertising Report
Non-data users
65.3
228M Data users not
exposed to 106.3
Mobile Phone
Users advertising
Data users
exposed to 56.3
35%
advertising Saw a mobile
phone ad
Source: Nielsen Mobile Advertising Report, March 2010 | Mobile Data Users (n=31,409) 8
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9. Although mobile category info seeking is just
starting, the scale and potential are large
Sizing the Category
Mobile PC
Digital content for a mobile phone 23% 38M 46M
Restaurants/dining 21% 34M 85M
Entertainment items and content 21% 34M 97M
Financial services 19% 31M 95M
Consumer electronics and technology 17% 28M 93M
Personal or vacation travel 16% 26M 85M
Clothing apparel and fashion accessories 15% 25M 92M
Healthcare or medical related 14% 23M 93M
Packaged food and beverage 12% 20M 74M
Beauty and personal care 12% 20M 70M
Home improvement 12% 20M 83M
Automobiles or automobile parts or accessories 10% 16M 67M
How often do you use your Internet-enabled mobile device/computer to access any shopping-related information for the
following types of products and services (which can include using your device to research products/services, look up
information/reviews/ articles, notice or click on advertising, or make a purchase)? “Ever Access.”
Base=Total online population. Category sizes based on incidences from Mobile Ad Framework survey and total US online
population (13-64) of 164 Million. Source=Nielsen NetRatings. 9
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10. There is room for even greater growth in the
future of mobile category development
Future: I am interested in using mobile internet to look up…
Mobile: PC: Non-Mobile
Current Users Internet users
Entertainment items and content 73% 56%
Restaurants/Dining 73% 54%
Digital content for my mobile phone 73% 38%
Consumer electronics and technology 66% 50%
Personal or vacation travel 61% 41%
Financial services 58% 42%
Clothing, apparel and fashion accessories 57% 42%
Healthcare or medical 48% 39%
Packaged food and beverage 47% 34%
Beauty and personal care 46% 30%
Home improvement 44% 35%
Automobiles or automobile parts or accessories 41% 32%
Now let’s think about the next 12 months. Regardless of whether or not you do this now please tell us how interested you are
in using an Internet-enabled mobile device to access any shopping-related information for the following types of products and
services (which can include using your device to browse, research products/services, look up
information/reviews/articles, notice or click on advertising, or make a purchase)? “Extremely/very/somewhat interested.”
Base=Mobile/PC Internet shoppers. 10
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11. Those who shop in niche categories are likely to be
shoppers in nearly every other category
Category Overlap
Category Incidence 23% 21% 21% 19% 17% 16% 15% 14% 12% 12% 12% 10%
Digital Content -- 76% 68% 74% 81% 78% 86% 85% 90% 90% 90% 90%
Entertainment 58% -- 64% 65% 84% 77% 86% 84% 92% 90% 92% 94%
Dining 53% 62% -- 66% 71% 88% 88% 89% 94% 87% 94% 91%
Financial 40% 46% 51% -- 61% 68% 70% 74% 79% 75% 83% 77%
Electronics 44% 51% 49% 52% -- 68% 79% 80% 88% 85% 90% 89%
Travel 35% 40% 52% 50% 54% -- 65% 73% 80% 72% 85% 85%
Clothing 31% 43% 36% 43% 60% 55% -- 77% 79% 92% 81% 76%
Health 28% 34% 38% 39% 51% 50% 60% -- 74% 72% 77% 76%
Food/ Bev 26% 31% 34% 40% 47% 47% 61% 67% -- 76% 75% 69%
Beauty 26% 31% 27% 36% 48% 47% 62% 68% 72% -- 70% 71%
Home Improvement 23% 27% 32% 37% 47% 48% 54% 63% 68% 69% -- 71%
Auto 23% 26% 32% 33% 40% 47% 53% 56% 64% 61% 74% --
At/above average Below average
How often do you use your Internet-enabled mobile device/computer to access any shopping-related information for the
following types of products and services (which can include using your device to research products/services, look up
information/reviews/ articles, notice or click on advertising, or make a purchase)? “Ever Access.”
Incidence Base=Total online population. Cross-tab base: Mobile Internet Users within that Category. 11
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12. Mobile internet users skew younger, non-white,
higher income & educated, rural and suburban
and are less likely to own a PC
Mobile Internet PC Mobile Internet PC
User Internet User User Internet User
Male 51% 47% RIM BlackBerry 25% 16%
Female 49% 53% Apple/iPhone 22% 2%
13-24 (Net) 28% 20% Samsung 14% 24%
25-34 (Net) 27% 19% LG 9% 23%
35-44 (Net) 21% 19% Motorola 9% 15%
HTC 7% 4%
45-54 (Net) 15% 23%
55-64 (Net) 9% 19%
AT&T 34% 22%
MEAN AGE 34.52 39.71
Verizon Wireless 25% 33%
Sprint/Nextel (Net) 17% 19%
White 76% 82% T-Mobile 12% 9%
Yes, of Hispanic origin 13% 7%
Black or African-Am 11% 9% DEVICE OWNERSHIP:
PC/Laptop computer 79% 100%
Average Income Smart/Feature Phone (Net) 94% 49%
78.09K 55.37K
(Thousands) Smartphone/PDA 64% 10%
Advanced features 43% 40%
Yes, Children 42% 33% MP3/portable media player 61% 48%
Handheld gaming device 32% 21%
Urban 30% 23% Basic mobile phone 15% 45%
Suburban 55% 49% Tablet PC 6% 1%
Rural 15% 28%
College or more 51% 39%
Some college 30% 35%
High school 12% 17%
12
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13. Demographics of high incidence categories also
differ compared to PC users within that category
Demographics – Mobile has more … vs. PC (Within category)
More female About the same as PC More male More female More male
More likely younger Same average age More likely younger More likely younger More likely younger
More likely non-white More likely non-white More likely non-white More likely non-white More likely non-white
Higher income Higher income Higher income Higher income Higher income
More likely Parents More likely Parents More likely Parents More likely Parents More likely Parents
More likely Married and
More likely Married More likely Married More likely Single More likely Single
Single
More likely to have More likely to have More likely to have More likely to have More likely to have
graduated college or graduated college or graduated college or graduated college or graduated college or
more more more more more
More likely to be AT&T More likely to be AT&T More likely to be AT&T More likely to be AT&T More likely to be AT&T
subscriber subscriber subscriber subscriber subscriber
13
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14. And, demographics of low incidence incidence
categories differ compared to PC category users
Demographics – Mobile vs. PC (Within category)
More likely male More likely male More likely male More likely male More likely female More likely male
More likely younger More likely younger More likely younger More likely younger More likely younger More likely younger
More likely non-white More likely non-white More likely non-white More likely non-white More likely non-white More likely non-white
Higher income Higher income Higher income Higher income Higher income Higher income
More likely Parents More likely Parents More likely Parents More likely Parents More likely Parents More likely Parents
More likely Single More likely Single More likely Married More likely Single More likely Single More likely Single
About the same have More likely to have More likely to have More likely to have More likely to have More likely to have
completed college or graduated college or graduated college or graduated college or graduated college or graduated college or
more more more more more more
More likely to be AT&T More likely to be AT&T More likely to be AT&T More likely to be AT&T More likely to be AT&T More likely to be AT&T
subscriber subscriber subscriber subscriber subscriber subscriber
14
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15. Mobile Attitudes & Consumption Basics

16. Mobile is critical in daily life but many say
mobile Internet could be better
I agree with the following…
I like being able to use the Internet on my
69%
mobile device, but it could be better
My cell phone is critical in my daily life 68%
I can browse the Internet whenever I want thanks
66%
to my mobile device
I browse the Internet more often because I can
46%
use my mobile device
Please indicate how much you agree or disagree with each of the following statements. “Agree.” Base=Mobile Internet Users
16
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17. Mobile also complements PC usage and
enhances the internet experience
I agree with the following…
I sometimes visit a site on my mobile device and
59%
follow-up on my PC
I sometimes visit a site on my PC and follow-up on
34%
my mobile device
Mobile Internet is more convenient than home
30%
connections
I visit different sites on my mobile device than I do
29%
on my PC
Mobile technology is more exciting than PCs 28%
Browsing the Internet on my phone is as easy as on
26%
my PC
Please indicate how much you agree or disagree with each of the following statements. “Agree.” Base=Mobile Internet Users
17
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18. Usage is high throughout the day – with peaks
starting after lunch
Mobile Internet Usage by Time of Day
Weekdays
Weekends
70% 69% 70%
65%
58% 71% 71%
66% 64%
43% 58% 40%
26% 23%
29%
17%
6 to 9am 9 to 12pm 12 to 4pm 4 to 6pm 6 to 8pm 8 to 11pm 11 to 1am 1 to 6am
What times of the day do you typically use the Internet or web-enabled Internet applications on your mobile device?
Base=Mobile Internet Users. 18
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19. Usage is both in and out of home – with 2 in 5
using in the bathroom
Mobile Internet Usage Locations - Access Frequently/Occasionally
At a hotel 63%
At school 46%
At work 66%
At a restaurant/café/bar 65%
At a social gathering/function 58%
At a concert 29% Out 93%
In a movie theater 29% • On the go 89%
In the car 66%
• Retail 71%
On a subway/train/bus 49%
Outdoors 69%
Waiting on a line 67%
In a store 63%
At a mall 58%
At home 84%
At the dinner table in my home 36%
In my bedroom 68%
In my living room
Home 89%
75%
Watching TV 71%
In a bathroom 41%
Please think about when you are in the following locations. When you are in each location below, how often do you access the
Internet on the mobile device you use most often? “Frequently/occasionally.” Base=Mobile Internet Users. 19
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20. Mobile Internet allows for usage about the same
as PC or more across a variety of locations
Mobile/PC Usage Locations - Access Frequently/Occasionally
MOBILE PC
74% 75%
71% 68%
66% 66% 63%
52% 49%
46%
41%
36%
32%
28%
17%
5%
Watching TV In my living At work In my At a hotel At school At the In a bathroom
room bedroom dinner table
in my home
Please think about when you are in the following locations. When you are in each location below, how often do you access the
Internet on the mobile device/PC or Laptop you use most often? “Frequently/occasionally.” Base=Mobile Internet or PC Users. 20
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21. The majority of mobile users access mobile
Internet while watching TV
Access Internet while watching TV
13% 7%
16% 22%
Never 20%
36%
Rarely
Occasionally
Frequently
51%
35%
Mobile PC or Laptop
Please think about when you are in the following locations. When you are in each location below, how often do you access the
Internet on the mobile device/PC Laptop you use most often? “Frequently/occasionally.” Base=Mobile Internet /PC Users. 21
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22. 1 in 5 search for more information related to
the commercials they saw
Content they are browsing while watching TV
Mobile PC
Communicating with a friend or family member via texting 56% NA
Updating/reading social networking sites 40% 53%
Browsing content on the internet not related to what I’m
watching 37% 70%
Communicating with friend/family member via email 33% 49%
Using mobile applications 33% NA
Browsing content on the internet related to what I’m watching 24% 28%
Doing Internet searches/looking up information related to a
commercial that I saw 23% 32%
Communicating with friend/family member via IM 19% 22%
What are you typically doing while you are on your mobile device while watching TV?
Base=Mobile Internet and PC users who use it while watching TV. 22
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23. 9 in 10 have accessed the mobile web
at a store
Access Internet while at a store at the mall
15%
29%
Never 23%
Rarely 23%
Occasionally
41%
Frequently
38%
21%
10%
At a store At a mall
Please think about when you are in the following locations. When you are in each location below, how often do you access the
Internet on the mobile device you use most often? “Frequently/occasionally.” Base=Mobile Internet Users. 23
Yahoo! Presentation, Confidential

24. In-store usage is about communication and
product information
Mobile activities while at a store or mall
Communicate with a friend or family member via texting 70%
Take and/or send a picture of a product/product details to a friend or
family member 48%
Communicate with a friend or family member via email 44%
Communicate with a friend or family member via IM-ing 25%
Help you shop or get information about a product/service 38%
Shopping Activities
Use or request a coupon 20%
49%
Scan a barcode 15%
Browse for content not related to what I was in the store/mall for 35%
Play a game 24%
You mentioned that you use your Internet-enabled mobile device within a store or a mall. Do you ever use it in a store or
mall to do the following? Base=Mobile Internet Category Users. who access it in a store or mall. 24
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25. 3 in 4 have downloaded mobile apps clearly
showing an interest
What kinds of mobile applications are they using?
Digital content for my mobile phone 44%
Financial services 33%
Entertainment items and content 30%
Restaurants/Dining 27%
75%Have Downloaded
Consumer electronics and technology
Personal or vacation travel
Packaged food and beverage
24%
22%
20%
An App Clothing apparel and fashion accessories 18%
Healthcare or medical related 17%
Beauty and personal care 17%
Home improvement 17%
Automobiles, parts or accessories 16%
Now we’d like you to think about what specifically you currently do (or have done) for each of the following product categories
using your computer or laptop. Please select all that apply for each. “Used an application on my mobile device.” Base=Mobile
Internet Users. 25
Yahoo! Presentation, Confidential

26. Purchase and passion drive usage and downloads
of applications
What’s important in your decision to download an app?
It’s something I’m interested in 75%
PASSION It looks entertaining 53%
I’m passionate about the content 49%
Finding information when I need it 60%
Finding information in my local area 52%
INFO & Help me search for a product or service 47%
PURCHASE User reviews 44%
Help me throughout my shopping process 37%
Professional reviews 36%
It’s free 75%
OTHER Recognizable and trusted brand 54%
Recommendations from friends or family 45%
How important are each of the following in your decision to download an app to your internet enabled mobile device?
“Extremely/very important.” Base=Mobile Internet Users who download apps. 26
Yahoo! Presentation, Confidential

27. Mobile Shopping Penetration

28. We asked mobile internet users about the
categories they use…
 Automobiles or automobile parts or  Packaged food and beverage (such as
accessories (such as repair info/tips, tires, groceries, snack items, recipes, cooking tips,
tools, wheels, engines, brakes, etc.) etc.)
 Beauty and personal care (such as shampoo,  Healthcare or medical related (such as
make-up, perfume, grooming, beauty tips, services, remedies, medication, healthy
etc.) eating, etc.)
 Clothing apparel and fashion accessories  Personal or vacation travel (such as airline
(such as style tips, jeans, shirts, outerwear, tickets, hotels, car rentals, etc.)
kids clothing, jewelry, footwear, sizing info
etc.)  Restaurants/Dining (such as casual, fast food,
bakery/café’s, fine dining or local restaurants
 Consumer electronics and technology (such as in your area)
cell phones, digital cameras, computers,
gaming consoles, GPS, etc.)  Home improvement (such as tips, designing-
related, furnishings, accessories, repair items,
 Entertainment items and content (such as indoor/ outdoor, garden, etc.)
DVDs, games, music, concert/movie tickets, TV
shows/clips, etc.)  Digital content for my mobile phone
(ringtones, apps, music)
 Financial services (such as banking, paying
bills, financial calculators etc.)
28
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29. Currently, the PC experience still offers a better
experience through the funnel…
Mobile & PC – In the Purchase Funnel – Net of all Categories
51% 50-54% plan to
To hear about or discover a product and service do more or the same
35% on mobile in the
next 12 months across
the funnel
78%
To help me learn more
45%
74%
To help me narrow down the selection PC
43% Mobile
71%
To help me make a final decision
42%
62%
To keep up-to-date on news or deals
44%
How useful is using your mobile device/PC to help you with each of the following aspects of your browsing or research process
for <<CATEGORY>>? “Extremely/very helpful” summary.
Base=Mobile/PC Internet shoppers. 29
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30. …with great opportunities and strides needed in
higher incidence categories
Mobile Usefulness in Purchase Funnel
Dig. Con. Ent. Dining Elect. Finance Travel Apparel Health Food/Bev Beauty Home Auto
To hear about or
discover a product and 34% 34% 32% 37% 26% 31% 38% 45% 36% 41% 40% 38%
service
To help me learn more 39% 44% 43% 52% 36% 44% 47% 53% 50% 50% 49% 54%
To help me narrow
down the selection 35% 40% 46% 47% 32% 43% 46% 45% 55% 52% 52% 43%
To help me make a
final decision 38% 38% 41% 46% 29% 43% 48% 48% 46% 47% 45% 49%
To keep up-to-date on
news or deals 41% 42% 36% 47% 40% 44% 48% 52% 48% 49% 48% 47%
At/above average Below average
How useful is using the Internet or applications on your mobile device to help you with each of the following aspects of your
browsing or research process for <<CATEGORY>>?
Base=Mobile Internet Category Users. 30
Yahoo! Presentation, Confidential

31. Categories that have lower incidence also have the
greatest ramp for future growth
Stated Future Use of Mobile in the Purchase Funnel (More or About the Same as PC)
To hear about or
discover a product 46% 48% 45% 50% 47% 46% 40% 48% 53% 53% 50% 55%
and service
To help me learn more 47% 48% 45% 52% 49% 46% 46% 47% 54% 56% 53% 57%
To help me narrow
down the selection 47% 49% 47% 51% 52% 49% 49% 51% 55% 56% 59% 61%
To help me make a
final decision 48% 49% 47% 48% 50% 47% 52% 51% 55% 57% 56% 57%
To keep up-to-date on
news or deals 52% 52% 51% 57% 54% 53% 55% 58% 62% 61% 61% 66%
At/above average Below average
Over the next 12 months, which will you be using more to do each of the following for <<CATEGORY>> information/products/
services, a computer or an internet-enabled mobile device?
Base=Mobile Internet Category Users. 31
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32. For researching, mobile is great for
convenience, especially when not near a PC
I agree with the following… – Net of all Categories
Mobile is good for doing research when I’m not near a
computer or laptop
56%
Proximity to PC
I only research purchases on a mobile device when I’m 64%
not near a computer 50%
It’s good for researching unplanned purchases 45%
Mobile is good for doing time-sensitive research 45%
Mobile is good for researching impulsive purchases
Speed/Convenience
41%
65%
I only research purchases on a mobile device when it’s
faster than using a computer 33%
It’s the most convenient way to research purchases 23%
Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the following
statements about researching <<CATEGORY>> purchases using a mobile device. “Agree.”
Base=Mobile Internet Category Users.
32
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33. For higher incidence categories it is about
proximity, while lower is about convenience
I agree with the following…
Dig. Con. Ent. Dining Elect. Finance Travel Apparel Health Food/Bev Beauty Home Auto
Proximity to
57% 66% 69% 68% 57% 69% 73% 67% 63% 61% 63% 61%
PC
Speed &
55% 60% 66% 69% 58% 71% 74% 69% 67% 68% 68% 64%
Convenience
At/above average Below average
Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the following
statements about researching <<CATEGORY>> purchases using a mobile device. “Agree.”
Base=Mobile Internet Category Users.
33
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34. A third think they will be doing more research
because mobile enables them
I agree with the following… – Net of all Categories
I do more research overall because I can
use my mobile device
31%
I think I’ll be researching more purchases on a
mobile device in the future
31%
It’s no different from researching a purchase
on a computer 27%
It’s the most convenient way to research purchases 23%
It’s too difficult to do research 30%
It doesn’t seem safe/secure to research 23%
Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the following
statements about researching <<CATEGORY>> purchases using a mobile device. “Agree.”
Base=Mobile Internet Category Users.
34
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35. Typically, consumers spend less than a week
using their phones to research
How much time did you spend researching?
6% 10% 12% 12%
14% 6% 14% 14% 15% 16% 14%
23% 23%
9% 17% 8% 9% 13%
20% 12% 12% 14%
15%
8% 13%
32% 38% 37%
26% 36% 31% 27%
41% 23% 46% 42%
68%
43% 45% 41% 40% 42% 42% 42%
33% 37%
29% 30%
Less than a day 1 day-1 week More than 1 week None
How much time did you spend researching <<CATEGORY>> information or products or services on your mobile device?
Base=Mobile Internet category Users.
35
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36. Travel and auto have the longest average mobile
research sessions, while dining has the shortest
Length of Mobile Research Session – Mean in Minutes
31.6
28.5
26.0 25.6 25.8
25.1 24.4
19.3 19.7
17.6 17.6
13.8
On average, how much time did you spend on each session related to browsing or researching on your mobile device for
<<CATEGORY>> information or products or services? Base=Mobile Internet category Users.
36
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37. 3 in 5 use internet via PC to complement their
mobile category research
Other sources used when looking up category info – Net of all Categories
Internet using my PC/Laptop 59%
Family, friends, or colleagues 43%
TV 26%
Magazines 25%
In-store displays 21%
Newspapers 18%
Professional(s) 15%
Salespeople 14%
Informational brochures 13%
Radio 12%
Books 10%
800 or toll-free number 9%
What other sources besides using your mobile device did you typically use when browsing or researching <<CATEGORY>>
information/products/services? Select all that apply. Base=Mobile Internet Category Users. 37
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38. Aside from their phones, the Internet and WOM
are integrated into their search for category info
Other sources used when looking up category info
Dig. Con. Ent. Dining Elect. Finance Travel Apparel Health Food/Bev Beauty Home Auto
Internet 53% 64% 60% 64% 51% 72% 62% 61% 54% 55% 56% 57%
Family or friends 36% 49% 54% 44% 31% 51% 44% 43% 40% 44% 40% 34%
TV 18% 39% 20% 35% 17% 23% 29% 26% 34% 29% 27% 23%
Magazines 15% 30% 17% 29% 16% 27% 44% 28% 31% 43% 27% 22%
In-store displays 16% 23% 9% 33% 10% 7% 42% 15% 39% 38% 37% 18%
Newspapers 9% 22% 21% 17% 19% 22% 18% 17% 26% 18% 20% 21%
Professional(s) 5% 8% 13% 16% 21% 17% 14% 40% 8% 25% 25% 23%
Salespeople 13% 13% 2% 23% 8% 6% 23% 11% 14% 22% 26% 26%
Brochures 7% 11% 10% 15% 14% 23% 9% 25% 14% 12% 20% 13%
Radio 7% 21% 12% 15% 8% 11% 8% 11% 14% 16% 8% 10%
Books 5% 10% 3% 11% 10% 17% 8% 20% 13% 11% 18% 11%
800 or toll-free number 7% 7% 5% 8% 12% 20% 5% 15% 10% 11% 11% 10%
At/above average Below average
What other sources besides using your mobile device did you typically use when browsing or researching <<CATEGORY>>
information/products/services? Select all that apply. Base=Mobile/PC Internet Category Users. 38
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39. And rely on different and sensible sources of
information
CORRESPONDENCE MAP*: Other sources used when looking up category info
WORD-OF-MOUTH
+INTERNET
Radio
Family, friends, or colleagues
MEDIA Internet using my PC/Laptop
Newspapers
TV
Magazines
In-store displays
TRADITIONAL
INFORMATION/ 800 or toll-free number
Informational brochures
IN-STORE
*Interpretation Note:
The closer the attribute
Salespeople Books to the category the
higher the association
or correlation.
What other sources besides using your mobile device did you typically use when browsing or researching <<CATEGORY>>
information/products/services? Select all that apply. Base=Mobile/PC Internet shoppers. 39
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40. Mobile Principles

41. Mobile Principles
LOCATION refers to the importance that
ASAP refers to wanting to finish what they
consumers place on mobile ads which are
were doing as quickly as possible.
relevant to their current location.
GOAL ORIENATION refers to users knowing
TAKING MY TIME refers to users taking their
exactly what they were doing and actively
time to complete what they were done.
shopping and looking up category information.
PASSION refers to passion that they feel
ATTENTIVENESS refers to users giving their full
about the category information they were
attention to the category information
seeking.
BOREDOM refers to when consumers ROUTINE refers to the general routine that
experience boredom when accessing this they go about accessing this type of category
content. information.
TRUST refers to the experience of accessing a trusted
source on their mobile device. Safety and security
means it’s currently lacking and important for that category.
41

42. Understanding the principles can help tune
advertising performance across categories
Mobile Digital
Content 
Entertainment    
Dining     
Electronics      
Financial  
Travel     
Apparel        
Health     
Food & Bev    
Beauty         
Home
Improvement    
Auto       
Table above is based on above average scores or correspondence analysis on each of the mobile principles.
42
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43. Mobile experiences and mindset differs by
category
Correspondence Map*: Describes Mobile Experience With Category
PASSION
Accessed info is a
Accessed Info as part of passion of mine
general routine
Took my time to complete
Gave my full attention to the what I was doing
information that I accessed
Exploring and no specific
Actively shopping/looking up info goal to accomplish
ACTIVE AND NO GOAL
Knew exactly what I needed to do and achieved it
ATTTENTIVE I was using trusted site/app
Wanted to finish as
quickly as possible
Accessed info *Interpretation Note:
because I was bored The closer the attribute
to the category the
BOREDOM higher the association
or correlation.
Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device
for <<CATEGORY>> information or products or services. Base=Mobile Internet category Users.
43
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44. Mobile advertising needs to keep location and
geography in context across categories
Mobile Location Based-Advertising
77% 75% 78% 76%
69% 68% 71%
65% 67% 67% 64%
62%
35% 32% 35% 34% 34%
27% 27% 27% 26% 28%
23% 20%
Mobile ads relevant to my current location (% Important)
Mobile ads are helpful at finding geo-graphically relevant information (% Agree)
Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device
for <<CATEGORY>> information or products or services.
Please tell us how important the following types of ad features are to you when it comes to <<CATEGORY>> advertising on your
mobile device. “Extremely/very/somewhat important.” Base=Mobile Internet Category Users. 44
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45. Goal orientation is strong for dining, apparel, CPG,
and auto categories…
Actively Shopping/Looking up Information With a Goal
50%
48% 47% 47%
46%
44% 43% 43% 44% 43%
40%
44% 38%
41% 40% 40% 41% 41%
39% 39%
33% 34%
26% 25%
I knew exactly what I needed to do and I achieved it
I was actively shopping/looking up category information
Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device
for <<CATEGORY>> information or products or services. Base=Mobile Internet category Users.
45
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46. Attentiveness varies by category…
Gave Full Attention
41% 42%
38% 39% 39% 39%
36%
34% 34%
32% 33%
31%
I gave my full attention to the category information I was accessing
Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device
for <<CATEGORY>> information or products or services. Base=Mobile Internet Category Users. .
46
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47. …which impacts the urgency consumers are willing
to invest in info seeking
The Element of Time
55%
49% 48% 48% 48% 48%
47% 47% 46%
45% 45% 45%
41% 40%
39% 38% 37%
34%
32% 32%
29% 30%
28% 28%
I wanted to finish what I was doing as quickly as possible
I took my time to complete what I was doing
Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device
for <<CATEGORY>> information or products or services. Base=Mobile Internet Category Users. .
47
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48. Consumers are willing to explore apparel,
entertainment, food/bev, auto, and home
Just Exploring and Bored
45%
37% 37% 38% 37%
34% 35%
33% 38%
30% 30% 35% 29% 28%
30% 30%
28% 23%
26% 26%
19%
23%
14%
18%
I was just exploring and did not have a specific goal to accomplish
I accessed category information because I was bored
Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device
for <<CATEGORY>> information or products or services. Base=Mobile Internet Category Users. .
48
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49. Trust critical for travel & apparel and safety &
security is vital for finance & auto
Trust & Safety and Security
55% 55%
49% 48% 48% 49%
45% 46% 46% 46%
44%
45% 39%
43% 43% 42%
39% 40%
39% 38% 37%
36% 35%
33%
30% 29% 28% 28% 27%
26% 26% 27%
24% 23%
20% 22%
I was using a website or mobile application I trust (% Describes Experience)
Mobile is safe/secure to make purchases (% Agree)
Mobile is safe/secure to research (% Agree)
Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device
for <<CATEGORY>> information or products or services. Base=Mobile Internet Category Users. .
49
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50. …most notably because they are more
categories of passion or routine for consumers
Category Passion and Routine
32%
30% 29% 30% 29%
30% 26%
29% 28%
21% 21% 22% 22% 26%
20% 20%
19% 20% 19% 19%
18%
16% 15%
14%
I accessed category information as part of my general routine
Accessing category information is a passion of mine
Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device
for <<CATEGORY>> information or products or services. Base=Mobile Internet Category Users. .
50
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51. Mobile Internet Shopping Category Activities

52. Specific Tasks by Category – Tried & Successful
Used search Used search Restaurant Used search Check balance Used search
locator
Downloaded a Movie times Store Pay bills Weather
ringtone Menu look up information
Look at Used search Travel
Downloaded pictures Used search Product price engine destination
an app comparison information
Download Decided where Click to call
Downloaded a music, TV to eat Reviews Transportation
game schedules Retailer
Connected Request a information Compare
Downloaded Social sharing with others via coupon prices
music of content via email Looked for
text Social Finance App Deals and
Click to call shopping offers
Social traveling
Earlier you said you’d accessed <<CATEGORY>> shopping information. What specifically did you do on your Internet-enabled
mobile device, and what are you interested in doing? Base=Mobile Internet Category Users. Top Activities Listed outside of
visiting a website with some responses netted together. 52
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53. Specific Tasks by Category – Tried & Successful
Used search Used search Used search Used search Got store Used search
engine information
Got store Researched Got store Dealer
information symptoms & information Got store Used search information
causes information engine
Apparel Recipes Compare car
pictures Looked for Compare Comparison prices
a doctor Compare prices Shopped
Compare prices Safety
prices Homeopathic Read reviews Requested a information
remedies Nutritional coupon
Social Information Some social Financing
shopping Learned about shopping Looked for a
a key medication Click to call deal Look up
promotions
Earlier you said you’d accessed <<CATEGORY>> shopping information. What specifically did you do on your Internet-enabled
mobile device, and what are you interested in doing? Base=Mobile Internet Category Users. Top Activities Listed outside of
visiting a website with some responses netted together. 53
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54. Search engines, social networking, and general
consumer portals are used most for category info
Mobile Websites/Applications Visited & Used– Net of all Categories
Search engines (e.g., Google, Yahoo, Bing etc.) 74%
Social networking (e.g., MySpace, Facebook) 53%
General consumer portals (e.g, Yahoo!, AOL, MSN, etc.) 51%
General news (e.g., NY Times, CNN) 45%
Stores/retailers (e.g., Walmart or Sears) 44%
Online video (e.g., YouTube, Yahoo! Video) 44%
Online-only retailers (e.g., Amazon.com) 42%
Category retailer/stores 41%
Category brand or manufacturer sites 39%
Shopping comparison (e.g., Yahoo! Shopping, Google Checkout) 39%
Category reviews 35%
Category emails (e.g. sent daily, weekly, etc.) that I signed up for 33%
Online auction (e.g., Ebay) 32%
Coupon/discounts (e.g., couponcabin.com) 28%
Category discussion boards/blogs 26%
Weekly or Sunday circulars 23%
Magazine (e.g., Real Simple, Cosmo) 23%
Full-length TV programming online (e.g.,Hulu) 23%
And which of the following online sources did you use or access on your mobile device when browsing consumer
electronics/technology information/products/services? Please tell us if it was via the internet using your browser or an application
installed on your mobile device. Base=Mobile Internet Category Users 54
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