1. Mobile Trends Workshop
What every business needs to know about the increasing use of
SmartPhones and Tablet Computers In Routt County

2. Facts About Mobile
◼More than 120 million people in the U.S. now own a smartphone,
accounting for more than 50% of all mobile phone users and
representing an increase of 30 million over the past year.
◼More than 48 million people owned a tablet at the end of 2012,
representing growth of 300% from 2011. The tablet is the fastest
growing electronic device ever created.
◼Smartphones and tablets now account for 13% of all Internet
page views and their use is growing at an accelerating rate.
◼About 13% of all e-commerce transactions over the 2012 holiday
shopping season were completed using a mobile device, 70% on
a tablet. Overall, M-commerce is now growing at a rate of about
30% per year.
◼comScore’s 4th quarter report showed declines in desktop
search engine use for the first time ever, suggesting that desktop
search has peaked.
Sources: comScore Report 1-11-13; Google-Nielsen study (March 2013)

3. Searching for Solutions
◼Estimates are that 30% of all Internet searches are done on a mobile
device and that mobile search will overtake desktop search before
2015, perhaps as soon as this year.
◼Google reports that as of October, mobile search had exceeded
desktop search when it comes to trivia questions.
◼77% of mobile searches happen at home or work, even though a
desktop or laptop computer is nearby.
◼73% of mobile searches trigger follow-up actions: Phone call, online
purchase or in-store visit. The majority of follow-up actions (55%)
happen within 1 hour of the mobile search.
◼comScore data show consumers increased use of smartphones to
access retail-related information by 50% in the past year.
Showrooming has placed downward pressure on pricing.
◼Google, Microsoft and Yahoo battling to control mobile search.
Facebook now calls itself a ―Mobile First, Mobile Best‖ company
(introduction of Home).
Sources: comScore Report 1-11-13; Google-Nielsen study (March 2013)

4. Mobile Steamboat Today
Growth of Mobile — SteamboatToday.com
350,000
300,000
250,000
User Sessions
200,000
In March: 27% of users
150,000
were on mobile device
+85%
100,000
50,000
-
DESKTOP MOBILE

5. Mobile Steamboat Today
Steamboat Today Readership by Pla orm
Tablet App
5% 3%
Mobile Web
8%
Newspapers
43%
Desktop Web
41%
Mobile now accounts for 16% of all Newspaper Readership

6. Steamboat Today Mobile Survey
◼20-question online survey conducted April 1-5, 2013. As
enticement, we offered a drawing for an iPad Mini.
◼Survey was marketed via email to 12,000 readers and advertised
in print and online.
◼939 people completed the survey, all with ties to Routt County.
734 Routt County adults took the survey, about 4% of the county’s
adult population.
◼This survey is not scientific. More women than men took the
survey. The survey skews toward those with internet and email
access and those interested in winning an iPad mini. Nevertheless,
the data is helpful in understanding mobile device use, particularly
when broken out demographically.
◼For a copy of the survey results and this presentation, email me
at sstanford@SteamboatToday.com.
Source: Steamboat Today Mobile Survey (April 2013))

7. Steamboat Today Mobile Survey
Does your home include a landline for phone use?
86%
Twentysomethings don’t need
landlines. Many never had them.
59%
54% 53% 54%
46% 47% 46%
Yes
41%
No
14%
Overall Men Women 18-34 35-64

8. Steamboat Today Reader Survey
Do you own or use a Smartphone?
74%
Smartphone penetration up 23% in 7 months
65%
60% April 2013
51%
49% August 2012
40%
Yes
35%
No
26%
2010 2011 2012 2013

9. Steamboat Today Mobile Survey
Do you use a Smartphone?
87%
76%
74% 73% 73%
Yes
No
26% 27% 27%
24%
13%
Overall Men Women 18-34 35-64

10. Steamboat Today Mobile Survey
iPhone: 43% Android: 27% Blackberry: 2%
I don’t have a
Smartphone: 25%
Windows Phone: 1%

11. Steamboat Today Mobile Survey
How o en is your phone within arm's reach?
35-64 44% 23%
18-34 66% 20%
Women 44% 25% 70% of
residents
keep phone
Men 51% 17%
within arm’s
reach 75%
Overall 47% 22%
of the time
90 percent or more of the me 75-89% of the me

12. Steamboat Today Mobile Survey
Do you use a tablet computer such as an iPad?
54% 55% 55%
53%
51%
49%
47% 46% 45% 45%
Overall Men Women 18-34 35-64
Yes No
Tablets being adopted faster by older demographic.
Younger demographic is more satisfied with phone as single tool.

13. Steamboat Today Mobile Survey
Seeking contact info on a business. Where do you start?
Mobile
35-64 41% 30% 17% 11% 41%
18-34 29% 61% 3% 6% 67%
Women 40% 32% 16% 10% 42%
Men 38% 35% 14% 10% 45%
Overall 39% 33% 16% 10% 43%
Computer Mobile Phone Print Yellow Pages Tablet

14. Steamboat Today Mobile Survey
In the past 30 days, which of the following ac vi es
have you done on your mobile phone?
Made, received phone calls 97%
Sent, received text msgs 90%
Took a picture, shared it 76%
Sent, received email 71%
Checked the weather 68%
Searched for a business 56%
Managed a calendar 54%
Researched something 53%
Read news stories 53%
Used social media
Used a GPS nav system
47%
47%
On average, persons
Watched video 39% in the 18-34 age
Downloaded and listed to music
Played a game
34%
32%
group were 19.5%
Conducted banking 29% more likely to have
Created a Video 27% done activities on
Shopped/purchased goods 27%
Made travel arrangements 17% their mobile phone
Recorded diet/health/fitness info 15% than those in the 34-
65 age group
Researched real estate 11%
Other 4%

15. Steamboat Today Mobile Survey
Rank the following mobile phone uses
according to importance (1=most important)
Communicate (phone, text, email) 1.3
Get news, sports, weather info 4.4
Get direc ons 4.7
Find contact info 4.8
Use social media 5.6
Download, play music 6.3
Shop 6.3
Track personal finances 6.7
Watch videos 7.4
Play games 7.5

16. Steamboat Today Mobile Survey
Which of the following ac vi es have you done
on your tablet computer in the past 30 days?
Read news stories 46%
I do not use a tablet computer 45%
Sent, received email 45%
Watched video 42%
Checked weather updates 41%
Shopped, purchased goods 36%
Searched for a business 36%
Researched something 31%
Used social media 31%
Played a game 25%
Managed a calendar 23%
Made travel arrangements 22%
Tablets are
Took a picture and shared it 21%
Conducted banking 20%
preferred for
Cha ed via videoconference 19% media
Downloaded and listened to music 19% consumption –
Researched real estate 11% news, videos.
Used a GPS nav system 10%
Also, preferred for
Recorded diet/health/fitness info 8%
Created a Video 7%
―M-Commerce‖
Other 4%

17. Steamboat Today Mobile Survey
Rank the following tablet uses
according to importance (1=most important)
Get news, sports, weather info 3.4
Communicate (chat, email, skype) 3.5
Shop 4.4
Use social media 5.4
Find contact info 5.6
Watch videos 5.9
Download, play music 6.4
Get direc ons 6.6
Play games 6.9
Track personal finances 6.9

18. Steamboat Today Mobile Survey
Best way for store to communicate sale informa on to you?
35-64 39% 34% 9% 7% 5% 3% People
hate junk
email, but
18-34 43% 21% 9% 9% 5% 7% sale info is
relevant
and thus
Women 40% 31% 9% 6% 5% 3% not ―junk‖
Men 38% 35% 6% 8% 4% 4%
Overall 39% 32% 8% 7% 5% 4%
Email message Ad in Steamboat Today Text message Website banner ad Radio ad Mobile banner ad
Bundled together, banner ads are 3rd in each group, 11% overall

19. Steamboat Today Mobile Survey
How do you most frequently read Steamboat Today?
Mobile
35-64 56% 27% 9% 6% 1%
15%
18-34 40% 40% 8% 11% 1%
19%
Women 55% 29% 8% 5% 2%
13%
Men 49% 32% 9% 8% 1% 17%
Overall 53% 30% 9% 6% 1% 15%
Print edi on Computer Tablet (iPad) Mobile Phone I don't read Steamboat Today

20. Steamboat Today Mobile Survey
What do you use to keep up with
local news updates & breaking news?
Mobile
35-64 35% 26% 15% 10% 9% 4%
25%
18-34 34% 18% 28% 9% 7% 2% 37%
Women 35% 24% 14% 11% 10% 4% 25%
Men 32% 27% 20% 8% 6% 5% 28%
Overall 34% 25% 16% 10% 9% 4% 26%
Computer Steamboat Today Print Mobile Phone Tablet (iPad) TV Radio
Mobile is ideal tool for breaking news. Instant updates, constantly

21. Some Top App Store Apps

22. Steamboat Today Mobile Survey

23. Steamboat Today Mobile Survey
Have you downloaded the free Steamboat Today app?
35-64 28% 41% 30%
70% of
18-34 25% 45% 30%
readers
said they
have or
plan to
Women 25% 44% 30%
download
our news
app
Men 34% 38% 29%
Overall 28% 42% 30%
Yes No but I plan to No and I don't plan to

24. Steamboat Today Mobile Survey
Have you downloaded the free Explore Steamboat App?
35-64 16% 37% 47%
18-34 17% 31% 52% More than
50% of
readers
Women 14% 37% 48% have
gotten
app or will
Men 18% 37% 45%
Overall 16% 37% 47%
Yes No but I plan to No and I don't plan to

25. Mobile Takeaways
◼Mobile is a tremendous disruptor, altering everything from how
and when we access news and information to how people find us
to the price we can charge for goods and services.
◼Mobile adoption is accelerating at breathtaking speed, and our
research indicates that Steamboat and Routt County are ahead of
the national curve.
◼Mobile devices – smartphones and tablets — are affordable and
intuitive and growing more so every day. The barriers to entry are
small and becoming smaller.
◼Mobile isn’t just about being mobile. It’s about convenience.
Why go out and get a newspaper or walk to the computer when
everything you need is within arm’s reach?
◼Good news: With change comes opportunity. Mobile levels the
playing field like never before. Google says more than 50% of all
mobile search is LOCAL. They’re looking for YOU. But will they find
YOU?

26. Mobile Takeaways (35-64)
Showroomed
your store…
bought using
Amazon app
I’m only as cool
as the phone I own

27. Mobile Takeaways (18-34)
All I need…
Is my Smartphone. What it
can’t do now, it will do
soon. I’m committed and
I’m not going back.
I’m asset light Ignore Me…
I don’t need no stinking At your peril. I’m looking
books, purses, newspapers, for you. And when I find
boarding you, I’ll talk about you,
passes, computers, phone quickly … on my phone,
books, landlines, iPods in your store. Ready?
etc…

28. Questions for your business
◼Do you have a web presence that is optimized for mobile? Do
you have Mobile responsive website or a standalone mobile
website? What are your mobile needs?
◼Have you researched your mobile presence? Are you showing
up in directories: Google, Bing, Yahoo, Yelp, TripAdvisor,
UrbanSpoon, ExploreSteamboat. Remember: 50% of mobile search
is local. 73% of mobile search results in action.
◼What are people saying about you? Bad reviews? Good
reviews? No reviews? Do you have a strategy for getting customers
to talk about you? Do you know how to interact with them,
engage them in dialogue that helps your business?
◼Do you know who your customers are and how best to target
them? What data do you have? Email? Mobile phone? Age?
Gender? Address? How are you going to build that data?
◼ What’s your social media strategy? Facebook? Pinterest? Twitter?
Remember, more than half of your customers are engaged in
social media on their mobile devices.

29. The Pitch: We can help
Web Design: Desktop web, mobile
responsive & mobile web design
Audience targeted web advertising:
Desktop, mobile, tablet and apps.
Buy one, get it all
Email marketing and management:
We will help you reach customers
the way they prefer to be reached
Listing & Directory fulfillment: Keeping
your web presence accurate and
updated
Social Media Management: Twitter,
Facebook, Pinterest, Yelp, TripAdvisor
Hot Steamboat Deals is a great
way to build your customer base
with no upfront costs.
Steamboat Today still rocks!

30. Explore Steamboat = Local, Mobile
Search!