2 - 2011 Microsoft Mobile Multi-Country Consumer and Industry Insights

2011 Mobile Advertising Research Study
June 2011
Multi-Country Consumer and Industry Insights
Table of Contents
Overview Multi-Country Consumer Behavior
page 3 page 5 page 11 page 15 page 16 page 23 page 29 page 34 page 41 page 48 Page 55
Purchase Process
Apparel Automotive Banking / Financial Services Consumer Electronics Consumer Packaged Goods / FMCG Entertainment
Multi-Country Insights Per Industry
Multi-Country Effect of Mobile Advertising
Multi-Country Mobile Usage

2
page 58
page 62 Page 65 page 66
Apps vs. Browse Methodology

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011
Appendix
Overview
The surge in smartphone adoption and marketing investment in mobile demands a greater understanding of how mobile advertising is affecting offline consumer behavior. Our latest research reveals new mobile usage patterns, insights on how mobile app and web advertising is changing the way consumers shop and transact offline/online as they relate to specific industry verticals ranging from entertainment to consumer packaged goods across three countries the US, the UK and France. You will learn the following in this multi-country research study focused on mobile Internet users: Mobile consumer usage patterns associated with content, purchasing behavior and advertising Consumer insights on how mobile advertising influences offline consumer purchase behavior Mobile consumer behavior influenced by mobile OS, device type, mobile apps vs. mobile browse and gender Practical mobile advertising insights across industry verticals To help make insights more actionable, we have divided the executive summary into two parts. Part 1 is a general overview and multi-country analysis. Part 2 contains a country specific executive summary for the US, the UK and France.
3
Overview
The industry verticals included in the research study include the following: Apparel Automotive Banking / Financial Services Consumer Electronics Consumer Packaged Goods / FMCG Entertainment
Keep in mind, this content represents only a fraction of the valuable 2011 Mobile Advertising Consumer Insights Research findings conducted by ROI Research, Inc. If you would like to see a specific cut of the 2011 Mobile Advertising Consumer Insights Research, please reach out to https://advertising.microsoft.com/contact-us. Note: Other industry sectors covered in this study include Insurance (UK and FR), Luxury Items (UK and FR), Financial Services (US), Telecommunications (US) and Travel (US).
Multi-Country Research Consumer Behavior
Changing Consumer Behavior Across Markets

Mobiles Growing Influence in Everyday Life
Mobile serves many functions a new shopping assistant, a personal communication and entertainment device, and a hub for new media consumption such as social media, maps / location based services and gaming
Feature Phones
Classic
A way to save time
Smartphones
New Generation
A place to spend time
Time Spent on Mobile

Mobile Internet Users Spend About the Same Amount of Time Across Countries
~10 week
7
Avg. Time Spent on Mobile by Country
hrs. per
9.8 hrs. 9.8 hrs. 9.7 hrs.
UK
US
FR
Note: Measures time spent on mobile phones other than phone calls or texting ours per week
Source: ROI Research, Inc. & Microsoft, Multi Country Mobile Advertising Research Study, March 2011
Cross Media Consumption

In the US, 4 of 10 mobile consumers use to the mobile devices to look for additional info after seeing a TV ad, compared to about 2 of 10 in the UK and FR
Ad Seen:
Go to Mobile for more Info
TV
22% 16% 40%
Cross Media Consumption

In the US, 6 of 10 mobile Internet users go to a PC to look for additional info after seeing a mobile ad, compared to 5 of 10 in the UK and 2 of 10 in FR
Ad Seen:
Go to PC for more Info
46% 24% 57%

Effect of Mobile Operating Systems (OS)
Mobile Operating Systems (OS) do not impact mobile consumer behavior across three markets the US, the UK and France We observed NO statically significant behavioral difference across mobile OS, including iOS, Android, BlackBerry, Windows Phone / Windows Mobile Browse use is consistently higher than apps across all four mobile operating systems studied
=
10
Multi-Country Research Purchase Process
11
Mobile Used in Purchase Process

Pre-Purchase Stage #1
Mobile Search Engine Usage
Mobile used in reading customer reviews/ratings
Mobile used in looking for sales/coupons
69%
62% 61%
12
US
UK FR
52% 49% 45%

US
UK
FR
53%
US
49% 41%
FR
UK

Purchase Stage #2
Mobile used to purchase products
40%
FR
39% 34%
13
US
UK

Post-Purchase Stage #3
+
Mobile used to check order status
Mobile used to share product info with others
69% 62% 61%

14
US
52%
49% 45%
FR UK
US
UK FR
Multi-Country Research Insights by Industry Vertical

Apparel Automotive Banking / Financial Services Consumer Electronics Consumer Packaged Goods / FMCG Entertainment
15
Note: Other industry sectors covered in this study include Insurance (UK and FR), Luxury Items (UK and FR), Telecommunications (US) and Travel (US)
Apparel Industry
16
Apparel Industry: Mobile Ad Recall

Mobile Ad Recall Across Browse, Search and Apps
Mobile users who recall a mobile apparel ad Among mobile users, the highest ad recall is from mobile browse, followed by mobile apps, then mobile search The only exception is the US, where mobile apps ad recall is higher than both mobile browse and mobile search
46% 33% 49%
44%
25%
37%
39% 31% 36%
Browse
17
Search
Apps
Apparel Industry: Driving In Store Traffic

Mobile Ad Effect on Offline Visits
Mobile users who went to a an offline store after seeing an apparel ad on their mobile devices Mobile users in the FR (83%) are the most interested in visiting an offline store after being exposed to an apparel ad on their mobile devices
78%
US
83%
FR
72%
UK
Went to Offline Store

18
Apparel Industry: Mobile Shopping

Interest in Shopping at Stores that Offer Digital Coupons
Mobile users who are very likely to shop at apparel stores that offer digital coupons Mobile users in the US (41%) are the most enthusiastic about shopping at retail stores that offer retail apparel related digital coupons
39%
FR
41%
US
32%
UK
Shop at Store with Coupons

19
Apparel Industry: Post-Click Offline Purchase

Offline Purchase Behavior Across Browse, Search and Apps
Mobile users who made an offline purchase after clicking on an apparel ad on their mobile devices Among mobile users who have clicked on an apparel ad, the largest influence driving offline apparel purchases is mobile browse, followed by mobile search, then mobile apps
28% 21% 19%
21%
16%
12%
29% 23% 16%
Browse
20
Search
Apps
Apparel Industry: Post-Click Mobile Purchase

Mobile Purchase Behavior Across Browse, Search and Apps
Mobile users who made a mobile purchase after clicking on an apparel ad on their mobile devices Among mobile users who have clicked on an apparel ad, the largest influence driving mobile apparel purchases is mobile browse, followed by mobile search, then mobile apps
28% 21% 17%
21%
15%
13%
29% 19% 13%
Browse
21
Search
Apps
Apparel Industry: Post-Click Online Purchase

Online Purchase Behavior Across Browse, Search and Apps
Mobile users who made an online purchase after clicking on an apparel ad on their mobile devices Among mobile users who have clicked on an apparel ad, the largest influence driving online apparel purchases is mobile browse, followed by mobile search, then mobile apps
15%
9% 28% 26% 20%
26%
33% 28% 12%
Browse
22
Search
Apps
Automotive Industry
23
Automotive Industry: Mobile Ad Recall

Mobile users who recall a mobile auto ad Among mobile users, the highest ad recall is from mobile browse, followed by mobile search, then mobile apps The only exception was in FR in which mobile apps (40%) had a higher recall than mobile search Mobile users in FR and the US had the highest mobile browse ad recall (50%)
31% 40% 50% 33% 25%
29%
25%
24%
50%
Browse
24
Search
Apps
Automotive Industry: Driving In Store Traffic

Mobile users who went to an auto dealership/offline store after seeing an auto ad on their mobile devices Mobile users in FR (81%) are the most interested in visiting auto dealers/offline stores after being exposed to an auto ad on their mobile device
78%
US
81%
FR
77%
UK
Went to Auto Dealer/ Offline Store

25
Auto Industry: Post-Click Offline Purchase

Mobile Ad Effect on Offline Purchase
Mobile users who made an offline auto related purchase after clicking on an auto ad on their mobile devices Among mobile users who have clicked on an auto ad, the largest influence driving offline auto related purchases is from mobile browse, followed by mobile search, then mobile apps
9%
16% 25% 22% 13%
20%
25% 27% 12%
Browse
26
Search
Apps
Auto Industry: Post-Click Mobile Purchase

Mobile Ad Effect on Mobile Purchase
Mobile users who made a mobile auto related purchase after clicking on an auto ad on their mobile devices Among mobile users who have clicked on an auto ad, the largest influence driving mobile auto related purchases is mobile browse in the US and the UK and mobile search in FR
9%
16% 25% 22% 13%
20%
25% 27% 12%
Browse
27
Search
Apps
Auto Industry: Post-Click Online Purchase

Mobile Ad Effect on Online Purchase
Mobile users who made an online auto related purchase after clicking on an auto ad on their mobile devices Among mobile users who have clicked on an auto ad, the largest influence driving online auto related purchases is from mobile browse, followed by mobile search, then mobile apps
24% 21% 14%
The only exception is FR (27%) where mobile search has the largest influence
11%
23%
20%
24%
27%
14%
Browse
28
Search
Apps
Banking Industry/Financial Services
29
Banking/Fin. Services Industry: Ad Recall

Mobile users who recall a mobile banking/financial services ad Among mobile users, the highest banking/financial services ad recall is from mobile browse, followed by mobile search, then mobile apps The only exception is FR (33%) where mobile browse and mobile search are the same
21% 50% 36% 34%
40%
36%
33% 33% 23%
Browse
30
Search
Apps
Banking/Fin. Services Industry: Offline Purchase

Mobile Ad Effect on Offline Purchase
Mobile users who made an offline banking / financial services related purchase after clicking on a banking / financial services ad on their mobile devices Among mobile users who have clicked on a banking/fin. serv. ad, the largest influence driving offline banking/fin. serv. related purchases is from mobile browse, followed by mobile search, then mobile apps in the UK The exceptions are in the US where mobile browse and mobile apps are the same. In FR, mobile search has the largest influence
15% 14% 15%
26%
13%
6%
25% 27% 12%
Browse
31
Search
Apps
Banking/Fin. Services Industry: Mobile Purchase

Mobile Ad Effect on Mobile Purchase
Mobile users who made a mobile banking / financial services related purchase after clicking on a banking / financial services ad on their mobile devices Among mobile users who have clicked on a banking/fin. serv. ad, the largest influence driving mobile banking/fin. serv. related purchases is mobile browse, followed by mobile search, then mobile apps
20% 14% 13%
23%
15%
8%
25% 16% 9%
Browse
32
Search
Apps
Banking/Fin. Services Industry: Online Purchase

Mobile Ad Effect on Online Purchase
Mobile users who made an online auto related purchase after clicking on an auto ad on their mobile devices Among mobile users who have clicked on an auto ad, the largest influence driving online auto related purchases is from mobile browse, followed by mobile search, then mobile apps in UK
18% 21% 14%
The only exception is the US (21%) where mobile search has the largest influence and in FR where mobile browse and mobile search are the same
24%
15%
9%
21%
21%
14%
Browse
33
Search
Apps
Consumer Electronics Industry
34
Consumer Electronics Industry: Ad Recall

Mobile users who recall a mobile electronics ad Among mobile users, the highest ad recall is from mobile browse, followed by mobile apps, then mobile search
52% 37% 31%
42%
33%
29%
46% 31% 23%
Browse
35
Search
Apps
Consum. Electronics Industry: In Store Traffic

Mobile users who went to a an offline store after seeing a consumer electronics ad on their mobile devices Mobile users in FR (70%) and the US (69%) are the most interested in visiting offline stores after being exposed to an electronics ad on their mobile device
69%
US
70%
FR
61%
UK

36
Consum. Electronics Industry: Mobile Shopping

Mobile users who are very likely to shop at stores that offer electronics digital coupons Mobile users in the US (41%) are the most enthusiastic about shopping at retail stores that offer consumer electronic related digital coupons
37%
FR
41%
US
32%
UK

37
Cons. Electronics Industry: Offline Purchase

Mobile users who made an offline purchase after clicking on an electronics ad on their mobile devices
Among mobile users who have clicked on an electronics ad, the largest influence driving offline electronics purchases is mobile search, followed by mobile browse, then mobile apps The only exception is the US where mobile browse has a larger influence than mobile search
23% 18% 16%
17%
20%
13%
18% 26% 13%
Browse
38
Search
Apps
Cons. Electronics Industry: Mobile Purchase

Mobile users who made a mobile purchase after clicking on an electronics ad on their mobile devices Among mobile users who have clicked on an electronics ad, the largest influence driving mobile electronics purchases is mobile search, followed by mobile browse, then mobile apps The only exception is US mobile users where mobile browse is a slightly larger influence
21% 18% 14%
17%
20%
6%
18% 25% 9%
Browse
39
Search
Apps
Cons. Electronics Industry: Online Purchase

Mobile users who made an online purchase after clicking on an electronics ad on their mobile devices Among mobile users who have clicked on an electronics ad, the largest influence driving online electronics purchases was mobile search, followed by mobile browse, then mobile apps in FR The exceptions are in the US where mobile browse has a larger influence than mobile search and in the UK, mobile search and mobile browse have the same influence
25% 24% 11%
18%
18%
8%
16% 28% 10%
Browse
40
Search
Apps
Consumer Packaged Goods (CPG) Industry
41
CPG Industry: Mobile Ad Recall

Mobile users who recall a mobile CPG ad Among mobile users, the highest ad recall is from mobile browse, followed by mobile apps, then mobile search
53% 43% 31%
57%
34%
20%
54% 38% 23%
Browse
42
Search
Apps
CPG Industry: Driving In Store Traffic

Mobile users who went to a an offline store after seeing a CPG ad on their mobile devices Mobile users in FR (88%) are the most interested in visiting an offline store after being exposed to a CPG ad on their mobile device
87%
US
88%
FR
68%
UK

43
CPG Industry: Mobile Shopping

Mobile users who are very likely to shop at stores that offer CPG digital coupons
39%
FR
45%
US
Mobile users in the US (45%) are the most enthusiastic about shopping at retail stores that offer CPG related digital coupons In FR and the UK, mobile users had the same enthusiasm about shopping offline stores that offered CPG coupons
39%
UK

44
CPG Industry: Post-Click Offline Purchase

Mobile users who made an offline purchase after clicking on a CPG ad on their mobile devices Among mobile users who have clicked on a CPG ad, the largest influence driving offline apparel purchases was mobile search, followed by mobile browse, then mobile apps in the US and the UK The only exception was FR where mobile browse had a larger influence than mobile search
26% 30% 21%
25%
27%
5%
30% 26% 21%
Browse
45
Search
Apps
CPG Industry: Post-Click Mobile Purchase

Mobile users who made a mobile purchase after clicking on a CPG ad on their mobile devices Among mobile users who have clicked on a CPG ad, the largest influence driving mobile apparel purchases is mobile browse, followed by mobile search, then mobile apps
28% 27% 17%
18%
16%
14%
34% 28% 10%
Browse
46
Search
Apps
CPG Industry: Post-Click Online Purchase

Mobile users who made an online purchase after clicking on a CPG ad on their mobile devices Among mobile users who have clicked on a CPG ad, the largest influence driving online apparel purchases is mobile browse, followed by mobile search, then mobile apps The only exception is the US where mobile apps had a slightly larger influence than mobile search
35% 18% 19%
21%
16%
12%
34% 31% 15%
Browse
47
Search
Apps
Entertainment Industry
48
Entertainment Industry: Mobile Ad Recall

Mobile users who recall a mobile entertainment ad Among mobile users, the highest ad recall is from mobile browse, followed by mobile apps, then mobile search The only exception is the US where mobile search and mobile apps have the same ad recall
46% 36% 36%
45%
39%
33%
48% 26% 23%
Browse
49
Search
Apps
Entertainment Industry: Driving In Store Traffic

Mobile users who went to an offline store after seeing an entertainment ad on their mobile devices Mobile users in FR (64%) are the most interested in visiting offline stores after being exposed to an entertainment ad on their mobile device
60%
US
64%
FR
50%
UK

50
Entertainment Industry: Mobile Shopping

Mobile users who are very likely to shop at stores that offer entertainment digital coupons Mobile users in the US (45%) are the most enthusiastic about shopping at retail stores that offer consumer electronic related digital coupons.
43%
FR
45%
US
37%
UK

51
Entertainment Industry: Offline Purchase

Mobile users who made an offline purchase after clicking on an entertainment ad on their mobile devices
Among mobile users who have clicked on an entertainment ad, the largest influence driving offline entertainment purchases are mobile search and mobile browse for both the US and the UK The only exception is FR where mobile search has a larger influence than mobile browse
20% 20% 14%
17%
17%
13%
14% 20% 11%
Browse
52
Search
Apps
Entertainment Industry: Mobile Purchase

Mobile users who made a mobile purchase after clicking on an entertainment ad on their mobile devices Among mobile users who have clicked on an entertainment ad, the largest influence driving mobile entertainment purchases is mobile browse in the UK and mobile search in FR The only exception is the US where mobile search and mobile apps have the largest influence
15% 18% 18%
22%
12%
12%
11% 25% 11%
Browse
53
Search
Apps
Entertainment Industry: Online Purchase

Mobile users who made an online purchase after clicking on an entertainment ad on their mobile devices Among mobile users who have clicked on an entertainment ad, the largest influence driving online entertainment purchases is mobile search, followed by mobile browse, then mobile apps The exception is the UK where mobile browse had a larger influence than mobile search
18% 22% 14%
22%
15%
9%
17% 21% 9%
Browse
54
Search
Apps
Multi-Country Research Effect of Mobile Advertising
55
Effect of Mobile Advertising

Mobile Browse Ad Recall
Apparel
US 46% UK 44% FR 39% US 51% UK 57% FR 67% US 52% UK 42% FR 46%
Automotive
US 50% UK 40% FR 30%

US 53% UK 57% FR 54% US 46% UK 45% FR 48%
Banking/ Fin. Serv.
CPG / FMCG
Electronics
Entertainment
56
Effect of Mobile Advertising

Visited an Offline Store
Apparel
US 78% UK 72% FR 83% US 51% UK 57% FR 67% US 69% UK 61% FR 70%
Automotive
US 65% UK 64% FR 71%

US 87% UK 68% FR 88% US 62% UK 50% FR 64%
Banking/ Fin. Serv.
CPG / FMCG
Electronics
Entertainment
57
Multi-Country Research Mobile Usage
58
Mobile Consumer Behavior

Mobile Search is the Most Popular Activity Across Markets
10
In US, mobile search activity increased by 13% from 2009 to 2010
59
9 of
93%
US
94%
FR
93%
UK
Mobile Search

In the Utility Category, Email, Weather, and Maps Usage is 90% Across Markets
Weather
Maps
Email
10
Email
9 of
nearly
90%
UK
94%
US
90%
FR
60

In the Entertainment Category, Gaming, Social Networking and Music Usage is Nearly 80% Across Markets
Gaming
Social
Music
10
8 of
nearly
78%
US
81%
FR
77%
UK
Social Networking
61
Multi-Country Research Apps vs. Browse Usage
62

Mobile Search Usage Varies Between Browse vs. Apps
Mobile Search Browse is Preferred over App
3x more
FR
5x more
UK
US
In the UK, mobile search browse is 5 times more popular than mobile search apps In the UK, mobile search browse is 3 times more popular than mobile search apps In the US, mobile search browse is 95% more popular than mobile search apps
95%
Mobile Search Use of browse compared to apps
63

Mobile Games Usage Varies Between Browse vs. Apps
Mobile Gaming Apps are Preferred over Browse
2x more
UK
3x more
FR
US
In the UK, mobile gaming apps are 3 times more popular than mobile browse In the UK, mobile gaming apps are 2 times more popular than mobile browse In the US, mobile gaming apps are 65% times more popular than mobile browse
65% more
Mobile Games Use of apps compared to browse
64
Multi-Country Research Appendix
65
Research Methodology
The objective of the 2011 Multi-Country Mobile Advertising Research Study is to understand the role mobile plays in consumers daily lives, within specific industry vertical product categories and across mobile browse, apps, mobile OS, and device types across the US, the UK and France.
France
United States
United Kingdom
The key components of the quantitative research study led by ROI Research were: Respondents must have accessed the mobile Internet once a week and have made an online purchase in the past six months A total of 2,004 respondents participated in a 15 minute online survey. Each country had 8 industry sectors covered There were four categories of device types used in the study (iPhone, BlackBerry, Other Smartphones and Feature Phones) The study covered a total of 11 different industry verticals eight in each country.
Apparel
Auto
Banking
CPG
Consumer Electronics
Entertainment
Financial Services
Insurance
Luxury Items
Telecom
Travel
66
Research Methodology
Microsoft commissioned ROI Research and Essential Research to conduct the research in November 2010 in the United States (US), the United Kingdom (UK) and France (FR). This was the second year in a row the US study has been completed.
Industry Verticals Apparel Automotive Banking (Financial Services)
US 2010
UK 2010
FR 2010
Consumer Electronics
Consumer Packaged Goods / FMCG Entertainment Financial Services Insurance (Financial Services) Luxury Items Travel Total Verticals
67
Additional Resources
Keep in mind, this content represents on a fraction of the valuable 2011 Mobile Advertising Consumer Insights Research findings conducted by ROI Research, Inc. If you would like to see a specific cut of the 2011 Mobile Advertising Consumer Insights Research, please reach out to your sales and support contact here. To stay up-to-date on the latest Mobile Advertising MultiCountry Consumer Trends and Industry Vertical Insights, please visit: https://advertising.microsoft.com/mobile-advertisingwhite-papers.
68

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2 - 2011 Microsoft Mobile Multi-Country Consumer and Industry Insights

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Copyright:

Verfügbare Formate

2011 Mobile Advertising Research Study

Multi-Country Consumer and Industry Insights

Multi-Country Insights Per Industry

Multi-Country Effect of Mobile Advertising

Multi-Country Mobile Usage

Apps vs. Browse Methodology

Multi-Country Research Consumer Behavior

Changing Consumer Behavior Across Markets

Time Spent on Mobile

Avg. Time Spent on Mobile by Country

9.8 hrs. 9.8 hrs. 9.7 hrs.

Cross Media Consumption

Go to Mobile for more Info

22% 16% 40%

Cross Media Consumption

Go to PC for more Info

46% 24% 57%

Effect of Mobile Operating Systems (OS)

Multi-Country Research Purchase Process

Mobile Used in Purchase Process

Mobile Search Engine Usage

Mobile used in reading customer reviews/ratings

Mobile used in looking for sales/coupons

52% 49% 45%

Mobile Used in Purchase Process

Mobile used to purchase products

Mobile Used in Purchase Process

Mobile used to share product info with others

69% 62% 61%

Multi-Country Research Insights by Industry Vertical

Apparel Industry: Mobile Ad Recall

39% 31% 36%

Apparel Industry: Driving In Store Traffic

Went to Offline Store

Apparel Industry: Mobile Shopping

Shop at Store with Coupons

Apparel Industry: Post-Click Offline Purchase

29% 23% 16%

Apparel Industry: Post-Click Mobile Purchase

29% 19% 13%

Apparel Industry: Post-Click Online Purchase

33% 28% 12%

Automotive Industry: Mobile Ad Recall

Automotive Industry: Driving In Store Traffic

Went to Auto Dealer/ Offline Store

Auto Industry: Post-Click Offline Purchase

25% 27% 12%

Auto Industry: Post-Click Mobile Purchase

25% 27% 12%

Auto Industry: Post-Click Online Purchase

Banking Industry/Financial Services

Banking/Fin. Services Industry: Ad Recall

33% 33% 23%

Banking/Fin. Services Industry: Offline Purchase

25% 27% 12%

Banking/Fin. Services Industry: Mobile Purchase

Banking/Fin. Services Industry: Online Purchase

Consumer Electronics Industry

Consumer Electronics Industry: Ad Recall

46% 31% 23%

Consum. Electronics Industry: In Store Traffic

Went to Offline Store

Consum. Electronics Industry: Mobile Shopping