Mojiva magmay2011

05
2011

Mojiva MaG
ParTnErs wiTh
insiGhTExPrEss
For MobiLE
UsEr sUrvEy

UncovErEd:
connEcTEd dEvicEs –
who owns whaT? P4

static banners
vs. rich Media:
The USer PerSPecTIve P5

YoU ASked, TheY
ANSwered: Mojiva
MobiLE UsEr aGE,
GEndEr and EThniciTy mojiva.com
and MUch MorE! P7

Mojiva Inc.
136 Baxter Street
New York NY 10013
TEL 1.646.862.6201
Fax 1.646.862.6130

keY FINdINGS

There are opportunities to advertise
with mobile ads, as respondents are
frequently clicking on mobile ads;
It’s a First for graphic ads as a whole appear to
be successful in grabbing attention.
Mojiva MAG! Content and type of ad will impact
overall reach.

w
overall, 61% of respondents click on ads on their mobile phones at least
elcome to the latest
once a week. of those, 20% click on a mobile ad for more information
installment of the Mojiva
several times a day.
MAG. This month’s edition
is completely different to • Most respondents indicated they would “play a game” after viewing an
any other MAG we’ve ever released. ad on their mobile phones.
Previously, we’ve focused on data that
has been derived from our network
• while respondents are clicking ads more frequently, more than half
indicated they would “play a game”, “download a mobile application”
analytics. Now, through an exclusive
or “browse a website” after seeing an ad on their mobile phones.
survey conducted by third party research
experts, Insightexpress, we are going • Fewer than ¼ of respondents would “purchase a product” after viewing
direct to the source, the Mojiva mobile an ad on their mobile phones.
user. So, be sure to keep reading if you For the most part, graphic ads as a whole were successful in capturing
want to learn things about the Mojiva the attention of respondents.
mobile user including how frequently
they are engaging with mobile ads, what • over 20% of respondents said that “normal banner ads”, “video ads”
catches their attention more and which and “ads that let me interact with them” are most likely to be paid
verticals they are most likely to click on. attention to.
To see the formal methodology and
objectives of the study, go to PAGe 8.
• respondents were least likely to pay attention to “expanding screen
take-over ads”, which may be too aggressive, as only 2% indicated
So, if there’s a question you’d like us to they would pay attention.
ask the Mojiva mobile users, send your Ads pertaining to “retail stores”, “weather”, “restaurants or bars” and
request to avale@mojiva.com. You “sports” are most likely to be clicked on by someone using their mobile phone.
never know, it could make it to the very
next edition! • respondents tended to gravitate more towards mobile ads that focus
on providing information pertaining to everyday life, rather than more
specific and direct ads for things like, “magazines”, “social / dating” or
Until then, happy reading. “airlines”.
– Team Mojiva respondents overall were split into nearly equal in terms of online versus
offline mobile phone usage.

The Mojiva MOBILE AUDIENCE GUIDE

TM


2 05.2011 The MojIvA MoBIle AUdIeNce GUIde mojiva.com 3

coNNecTed devIceS – who owNS whAT? Key Findings: MojIvA USer eNGAGeMeNT: Key Findings:
A weeklY SNAPShoT
Which of the following do you currently own Most respondents
(64%) currently own a
60% of respondents
click on a mobile ad
or subscribe to? smartphone, followed How often do you click on a mobile ad to get for more information
by those who own a more information about a product / service at least once a week.
desktop computer
(42%) and a laptop
you saw onAyour phone?
SEVERAL TIMES DAY 19%
of those, 19% click on
a mobile ad for more
SMARTPHONE 64% computer / notebook information several
(40%). AROUND ONCE A DAY 15% 60% a day.
times
DESKTOP COMPUTER 42% AT LEAST
one third of respon- ONCE A
LAPTOP COMPUTER SEVERAL TIMES 14% WEEK
/ NOTEBOOK 40% dents currently own A WEEK
SEVERAL TIMES A DAY 19%
some type of tablet
device. AROUND ONCE 12%
DIGITAL CABLE 37% A WEEK
AROUND ONCE A DAY 15% 60%
AT LEAST
DVR / PVR / TIVO 34% SEVERAL TIMES 8% ONCE A
SEVERAL MONTH
A TIMES 14% WEEK
A WEEK
ANDROID TABLET 19% AROUND ONCE
DEVICE
SMARTPHONE 64% 6%
AROUND MONTH
A ONCE 12%
A WEEK
NETBOOK 10% LESS THAN ONCE
DESKTOP COMPUTER 42% 10%
SEVERAL MONTH
A TIMES 8%
IPAD 9% A MONTH
LAPTOP COMPUTER
/ NOTEBOOK 40% NEVER 16%
AROUND ONCE 6%
OTHER TABLET DEVICE 5% Key Findings: A MONTH
DIGITAL CABLE 37% 61% of respondents click on a mobile ad for more information at least once a week.
of those, 20% click ONCE
LESS THAN on a mobile ad for more information several times a day. 10%
NONE OF THE ABOVE 11% A MONTH
DVR / PVR / TIVO 34%
base Total (123)
ANDROID TABLET NEVER 16%
19%
DEVICE base Total (123)

whAT Are MojIvA’S MoBIle USerS doING
NETBOOK 10%
oN TheIr devIceS?
IPAD 33% 9% STATIc BANNerS vS. rIch MedIA:
Thinking % about the ways you use your mobile
31 DEVICE 36% The MojIvA USer PerSPecTIve
phone, which of the following best describes
OTHER TABLET 5%
Which ONE of the following types of mobile ads
approximately 16% much time% you spend%
how 16 do 16%
NONE OF THE ABOVE
13%
11 are you most likely to pay attention to?
offline (i.e. calling, texting) versus online (i.e. using
Key Findings:
the web, applications, email, etc.) on your phone? 4%
2% respondents indicated
paying attention to
100%
offline
80% offline
20% online
60% offline
40% online
50% offline
50% online
40% offline
60% online
20% offline
80% online
100%
online 23% 22% “normal banner ads”,
Key Finding: 21% “video ads” and “ads
33%
nearly equal percent-
19% that let me interact
with them” fairly equally,
ages of respondents
31% 36% at just over 20%.
use their mobile device
“mostly online”,
13%
16% 16% “equally online and 23% 22%
only 2% of respon-

13% 16% offline” and “mostly 21% dents indicated they

33%
offline” at roughly 19% would most likely pay
attention to an “ex-
one third. panding screen
2% 4% 2% take-over ad”.
13%
100% 80% offline 60% offline 50% offline 40% offline 20% offline 100% Normal Video ads Ads that let Animated Text ads Expanding The Mojiva MOBILE AUDIENCE GUIDE
offline 20% online 40% online 50% online 60% online 80% online online
16% 16% banner ads me interact banner ads screen
13%
15%
base Total (123) with them take-overads TM


base Total (123)
2%
4 5
4%
2%
05.2011 The MojIvA MoBIle AUdIeNce GUIde mojiva.com
100% offline 80% offline 60% offline 50% offline 40% offline 20% offline 100% online Normal Video ads Ads that let Animated Text ads Expanding

whAT do MojIvA’S USerS where MojIvA MoBIle USerS
wANT FroM A MoBIle Ad? SPeNd TheIr MoNeY
Which of the following would you do as a Please indicate which of the following products
result of seeing a mobile ad on your phone? and services you are responsible for deciding to
Key Findings:
purchase for your household.
More than 60% of
respondents would
PLAY A GAME 63%
“play a game” as a GROCERIES /
DOWNLOAD A DAILY FOOD ITEMS 79% Key Finding:
MOBILE PLAY A GAME
APPLICATION 52%
63 result of seeing an ad
on their mobile FAST FOOD / CASUAL 72% roughly three quarters
DOWNLOAD A 51% RESTAURANT MEALS
BROWSE A WEBSITE
MOBILE APPLICATION 52 phones. of respondents are
PERSONAL ITEMS (deoderant, 72%
49% cosmetics, shaving, hair care, etc.) responsible for
WATCH A VIDEO
BROWSE A WEBSITE 51
roughly half of deciding to purchase
ELECTRONICS 70%
LISTEN TO MUSIC
WATCH A VIDEO 49% respondents would “groceries / daily food
REDEEM OR “download a mobile CLOTHING 69% items”, “fast food /
LISTEN TO MUSIC
DOWNLOAD A COUPON 40%
49 casual restaurant
application” (52%), HEALTH (prescriptions,over
REQUEST MORE
REDEEM OR the counter medications) 63% meals” and “personal
INFORMATION
DOWNLOAD A COUPON
38%
40 “browse a website”
(51%), “watch a video” ENTERTAINMENT (movie tickets, 60% items” for their
PURCHASE A
REQUEST MORE 22% DVDs, theatre tickets, etc.)
PRODUCT
INFORMATION
38 (49%) or “listen to household.
FINANCIAL (checking / savings,
PURCHASE A music” (49%) as a investment accounts) 49%
TAP-TO-CALL 17%
22
PRODUCT result of seeing a
AUTOMOBILE 48%
NONE OF THESE
TAP-TO-CALL 13%
17 mobile ad on their
phones. TRAVEL (Air, train, hotel, 42%
base Total (123) rental car, etc.)
NONE OF THESE 13%
NONE OF The Demographic Makeup of the Mojiva Mobile User
THESE 1%
base Total (123)
ToP rANkING verTIcAlS IN MoBIle AdverTISING
From which of the following types of companies,
would you be most likely to click on a mobile ad? AGE Under 18 18-25 26-35 36-45 46-55 Over 55
5% 16% 35% 24% 13% 7%
Key Findings:
RETAIL STORES 18%
Mobile ads associated
WEATHER
RETAIL STORES 15%
18 with “retail stores” GENDER EDUCATION ANNUAL HH INCOME
RESTAURANTS
WEATHER
OR BARS
13%
15
(18%), “weather” (15%),
and “restaurants or
Male 49% Some high school
Graduate high school
10%
33%
Under $20,000
$20,000-$29,999
30%
15%

51%
RESTAURANTS 12%
SPORTS
OR BARS
13 bars” (13%), were most
Vocational / Technical school 11% $30,000-$39,999 15%
likely to be clicked on
MUSIC GROUPS
SPORTS 11%
12 by respondents. Female Some college 29% $40,000-$49,999 5%
$50,000-$74,999 8%
FOOD OR DRINK
MUSIC GROUPS
PRODUCTS 11% Graduated college 12% $75,000-$99,999 7%
FOOD OR DRINK
RADIO STATIONS 6%
11%
Mobile ads pertaining
less to everyday life
Some post-graduate work 2% $100,000-$149,999 1%
PRODUCTS
and activities such as ETHNICITY Completed graduate degree $150,000 or higher 0%
SOCIAL / DATING
RADIO STATIONS 6% “magazines” (3%) and or higher 3% Prefer not to answer 19%
MAGAZINES
SOCIAL / DATING 3%
6 “airlines” (2%) were
less likely to be
Caucasian / White 47%
AIRLINES
MAGAZINES 2%
3 clicked on.
African-American 26%
TRAFFIC
AIRLINES 2%
Hispanic 9% CHILDREN IN HH
Native American 3% Newborn or
Age 8-12 17% My children no
BANKS OR OTHER
TRAFFIC
FINANCIAL INSTITUTIONS
2% Other 4% under Age 2 9% Age 13-15 11% longer live in
my household 12%
BANKS OR OTHER Prefer not to answer 11%
Age 2-4 16% Age 16-18 11% I do not have
2%
9% 11% 29%

FINANCIAL INSTITUTIONS Age 5-7 Older than 18 children
base Total (123) TM

* Total percentage = 125% due to households with several childeren.

6 05.2011 The MojIvA MoBIle AUdIeNce GUIde mojiva.com
79%
72% 7

oBjecTIveS ANd
MeThodoloGY
For MojIvA MAG
SUrveY

The purpose of this study is to identify
and understand the specific attitudes
and behaviors of consumers on the
Mojiva network.

• This current study evaluates the use
of mobile devices, along with mobile
advertising awareness and attitudes.

• insightExpress develops, manages
and analyzes all elements of the
project to ensure unbiased conclu-
sions are drawn.

aboUT insiGhTExPrEss:

insightExpress is a leading provider
of digital marketing research solutions,
specializing in the measurement of
advertising and brand communications.
The company’s proven approaches
include message evaluation, advertising
effectiveness, creative development
and cross-media optimization. with
vast industry expertise, proprietary
About Mojiva
methodologies and an exclusive plat- Mojiva (www.mojiva.com) is a mobile ad network, which reaches
form, insightExpress helps agencies, more than 96 million users in the US and represents 3,000
media and marketers optimize marketing mobile publishers and apps. Through deep and open integration
initiatives across online, mobile and with all major rich media providers (celtra, crisp Media, eyewonder,
other media. Founded in 1999, insight- Goldspot Media, Phluant Mobile, Pointroll, Point reach and
Express is headquartered in stamford, Sprout ) and ad servers (dArT and Atlas), Mojiva provides ad
cT, with offices in san Francisco and agencies with every imaginable mobile media execution across
new york. mobile web sites, apps and devices. Founded in May 2008 and
based in New York city, Mojiva is led by a team of advertising
and media veterans from Google, doubleclick, Yahoo, Nokia
and AdMob, with more than 100 years of collective experience
in mobile marketing and technology. Mojiva is an independent
mobile ad network operating under parent company Mojiva Inc.,
which has a total of $10 million venture funding from Pelion
Partners and Bertelsmann digital Media Investments.

Mojiva Inc.
136 Baxter Street TEL 1.646.862.6201
mojiva.com New York NY 10013 USA Fax 1.646.862.6130

8

Mojiva magmay2011

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