Microsoft Mobile Advertising 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
Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

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 findings in the Mobile Advertising Consumer Insights Research conducted by ROI Research, Inc. If you would like to see a specific cut of the 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).

4

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Multi-Country Research Consumer Behavior

5

Changing Consumer Behavior Across Markets
Mobile’s 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

6

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

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
Mobile’s Growing Influence in Everyday Life
• 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 in 10 in the UK and FR

Ad Seen:

Go to Mobile for more Info

TV

22% 16% 40%

8

Source: ROI Research, Inc. & Microsoft, Multi Country Mobile Advertising Research Study, March 2011

Cross Media Consumption
Mobile’s Growing Influence in Everyday Life
• 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%
Source: ROI Research, Inc. & Microsoft, Multi Country Mobile Advertising Research Study, March 2011

9

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 the top 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
Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

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%
Source: ROI Research, Inc. & Microsoft, Multi Country Mobile Advertising Research Study, March 2011

US

UK
FR

53%

US

49% 41%
FR

UK

Mobile Used in Purchase Process
Purchase Stage #2

Mobile used to purchase products

40%

FR

39% 34%
13
Source: ROI Research, Inc. & Microsoft, Multi Country Mobile Advertising Research Study, March 2011

US

UK

Mobile Used in Purchase Process
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

Source: ROI Research, Inc. & Microsoft, Multi Country Mobile Advertising Research Study, March 2011

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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

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
Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

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
Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Automotive Industry

23

Automotive Industry: Mobile Ad Recall
Mobile Ad Recall Across Browse, Search and Apps
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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Automotive Industry: Driving In Store Traffic
Mobile Ad Effect on Offline Visits

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
Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Banking Industry/Financial Services

29

Banking/Fin. Services Industry: Ad Recall
Mobile Ad Recall Across Browse, Search and Apps
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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Consumer Electronics Industry

34

Consumer Electronics Industry: Ad Recall
Mobile Ad Recall Across Browse, Search and Apps
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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Consum. Electronics Industry: In Store Traffic
Mobile Ad Effect on Offline Visits

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

Went to Offline Store
36
Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Consum. Electronics Industry: Mobile Shopping
Interest in Shopping at Stores that Offer Digital Coupons

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

Shop at Store with Coupons
37
Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Cons. Electronics Industry: Offline Purchase
Offline Purchase Behavior Across Browse, Search and Apps
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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Cons. Electronics Industry: Mobile Purchase
Mobile Purchase Behavior Across Browse, Search and Apps
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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Cons. Electronics Industry: Online Purchase
Online Purchase Behavior Across Browse, Search and Apps
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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Consumer Packaged Goods (CPG) Industry

41

CPG Industry: Mobile Ad Recall
Mobile Ad Recall Across Browse, Search and Apps
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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

CPG Industry: Driving In Store Traffic
Mobile Ad Effect on Offline Visits

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

Went to Offline Store
43
Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

CPG Industry: Mobile Shopping
Interest in Shopping at Stores that Offer Digital Coupons

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

Shop at Store with Coupons
44
Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

CPG Industry: Post-Click Offline Purchase
Offline Purchase Behavior Across Browse, Search and Apps
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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

CPG Industry: Post-Click Mobile Purchase
Mobile Purchase Behavior Across Browse, Search and Apps
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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

CPG Industry: Post-Click Online Purchase
Online Purchase Behavior Across Browse, Search and Apps
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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Entertainment Industry

48

Entertainment Industry: Mobile Ad Recall
Mobile Ad Recall Across Browse, Search and Apps
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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Entertainment Industry: Driving In Store Traffic
Mobile Ad Effect on Offline Visits

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

Went to Offline Store
50
Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Entertainment Industry: Mobile Shopping
Interest in Shopping at Stores that Offer Digital Coupons

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

Shop at Store with Coupons
51
Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Entertainment Industry: Offline Purchase
Offline Purchase Behavior Across Browse, Search and Apps
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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Entertainment Industry: Mobile Purchase
Mobile Purchase Behavior Across Browse, Search and Apps
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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Entertainment Industry: Online Purchase
Online Purchase Behavior Across Browse, Search and Apps
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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

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

Source: ROI Research, Inc. & Microsoft, Multi Country Mobile Advertising Research Study, March 2011

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

Source: ROI Research, Inc. & Microsoft, Multi Country Mobile Advertising Research Study, March 2011

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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Mobile Consumer Behavior
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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Mobile Consumer Behavior
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
Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Multi-Country Research Apps vs. Browse Usage

62

Mobile Consumer Behavior
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% more

Mobile Search – Use of browse compared to apps

63

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Mobile Consumer Behavior
Mobile Games Usage Varies Between Browse vs. Apps

Mobile Gaming Apps are Preferred over Browse

2x more

UK

3x more

FR

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% more popular than mobile browse

65% more

US

Mobile Games – Use of apps compared to browse

64

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Multi-Country Research Appendix

65

Research Methodology
The objective of the 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

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

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
Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

Additional Resources

Keep in mind, this content represents on a fraction of the valuable findings in the Mobile Advertising Consumer Insights Research conducted by ROI Research, Inc. If you would like to see a specific cut of the Mobile Advertising Consumer Insights Research, please reach out to your sales and support contact: https://advertising.microsoft.com/contact-us To stay up-to-date on the latest Mobile Advertising MultiCountry Consumer Trends and Industry Vertical Insights, please visit: https://msapub.moonport.net/preview/mobileadvertising-industry-insights

68

Source: ROI Research, Inc. & Microsoft, Multi-Country Mobile Advertising Research Study, March 2011

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