Comscore Research Report On State of Mobile Marketing in 2013

#FutureinFocus
Key Insights from 2012 and What They Mean for the Coming Year
Mark Donovan, comScore SVP for Mobile | March 2013 March 2013
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Mobile in 2013
Multi-Platform World Device Trends
#FutureinFocus
Mobile Media Trends

Two Big Disruptions Questions
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comScore is a leading internet technology company that provides Analytics for a Digital World
NASDAQ Clients Employees Headquarters Global Coverage Local Presence Big Data
SCOR 2,100+ Worldwide 1,000+ Reston, Virginia, USA Measurement from 172 Countries; 44 Markets Reported 32 Locations in 23 Countries Over 1.5 Trillion Digital Interactions Captured Monthly
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comScore 2 Million Person Global Panel Comprehensive View of Digital Consumer Behavior
Online Advertising
Website and App Usage

PC
Video
TV
Gaming
Server
E-Commerce
Smart phone Tablet
Search
POS
Online Behavioral Profiles
Demographic Profiles
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The comScore Census Network (CCN)
Over 1.5 Trillion Digital Interactions

Per Month
Measurement from 172 countries Over 1.5 Million domains Greater than 85% of all devices
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V0113
#FutureinFocus
Multi-Platform World
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Todays World Looks Like This
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MMX Multi-Platform: Understanding the Digital Audience
221 Million Desktop Users
?
52 Million Tablet Users
125 Million Smartphone Users
237 Million Unduplicated
comScore, Inc.
Proprietary.
Source: MobiLens US, 3 mo. avg. ending December 2012; TabLens US, 3 mo. avg. ending December 2012; MMX US, December 2012; MMX Multi-Platform (beta) US, December 2012
Rapid Adoption of Smartphones Ushers Brave New Digital World Smartphone and Tablet Ownership (MM)
Smartphone and Tablet Owners (MM)
140 Smartphone Owners Tablet Owners
120
100 80 60 40
20
0
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
comScore, Inc.
Proprietary.
Source: comScore MobiLens & TabLens, U.S., 2003-2012
Tablet Ownership Growing at an Unprecedented Pace
100 MILLION
Device Owners
40 MILLION
10
11
12
Years Post Introduction

comScore, Inc. Proprietary. Source: comScore MobiLens & TabLens, U.S., 2003-2012
10
Mobile Devices Now Account for >13% of Web Traffic
87%
from PC
6% Y/Y
8%
from Mobile
67% Y/Y
5%
from Tablet
173% Y/Y
comScore, Inc.
Proprietary.
Source: comScore Device Essentials, U.S.
11
Mobile Traffic Doubled in 12 Months Share of Total Web-Based Page Views by Platform
Smartphone Tablet Other
comScore, Inc.
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Source: comScore Device Essentials, U.S.
12
But Traffic Data Alone Undersells the Centrality of Mobile >1 in 3 Minutes Spent On Mobile Devices
37%
% Minutes on Mobile
63%
% Minutes on PC
comScore, Inc.
Proprietary.
Source: comScore Media Metrix Multi-Platform (Beta) US, Dec-2012
13
Most Top Properties Have Double Digit Mobile-Only Audience

Top 20 Digital Properties % Mobile Exclusive Users Google Sites Yahoo! Sites Facebook.com Microsoft Sites Amazon Sites AOL, Inc. Glam Media Ask Network Apple Inc. Turner Digital 13% 10% 19% 4% 20% Top 20 Digital Properties % Mobile Exclusive Users CBS Interactive Wikimedia Foundation Sites eBay Demand Media Comcast NBC Universal Viacom Digital Federated Media Publishing The Weather Channel Wal-mart Pandora.com 17% 17% 19% 16% 20%
16%
14% 15% 23%
11%
18% 30% 21%
18%
61%
comScore, Inc.
Proprietary.
Source: comScore Media Metrix Multi-Platform (Beta) US, Dec-2012
14
#FutureinFocus
Mobile Device Trends

Smartphones Tablets
comScore, Inc.
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Historically a Highly Dynamic Platform Market

100%
90%
80% 70% 60% 50% 40%
30%
20% 10% 0%
JAN 2005 JAN 2006 JAN 2007 JAN 2008 JAN 2009 JAN 2010 JAN 2011 JAN 2012
comScore, Inc.
Proprietary.
Source: comScore MobiLens, U.S.
16
But Now Android and iOS Have Nearly 90% Share BlackBerry
7.8 17.2 34.3 28.1
Apple
46.3
53.6
Android
Oct-2011
Jan-2012
Apr-2012
Jul-2012
Oct-2012
comScore, Inc.
Proprietary.
Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012
17
United States Smartphone Ownership Continues to Rise

U.S. Smartphone Penetration
% Total Market 45.6% 47.4% 51.0% 53.8% 125.9 million smartphone users
41.8%
+29% YOY
Dec-11 Mar-12 Jun-12 Sep-12 Dec-12
Newly Acquired Devices by Type

% Newly Acquired Devices 40.5% 59.5% Dec-11 37.1% 62.9% Mar-12 Smartphone 37.9% 62.1% Jun-12 33.1% 66.9% Sep-12 27.8% 72.2% Dec-12
72% of all newly acquired devices were smartphones
Non-Smartphone
+12.7 percentage points
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18
Smartphones Reach Mobile Majority Across EU5 and Canada

Smartphone Adoption Across Markets
Spain UK Canada France Italy Germany Japan 30% 53% 53% 51% 66% 64% 62%
comScore, Inc.
Proprietary.
Source: comScore MobiLens, 3 Month Avg. Dec-2012
19
Almost Half of Newly Acquired Android Devices are Samsung Phones Newly Acquired Smartphones by OS/OEM
Other OS 0.6%
Samsung 24.6%
Apple 40.4%
Android 52.4%
Other OEM 11.5% Motorola 5.7% HTC 5.5% LG 5.2%
RIM 3.4% Microsoft 3.3%
comScore, Inc.
Proprietary.
20
Network Quality and OS Driving Purchase Decisions Top Purchase Consideration Factors for Smartphone Purchasers
Smartphone
Network quality of mobile service provider Phone operating system Overall cost of the monthly service Cost of the data plan specifically Selection of apps available for my phone model Price of the phone (after any rebates and other incentives)
Total Mobile
8.4 8.2 8.2 7.7 8.0 8.0 7.9 7.8 7.8 7.3 7.7 7.7
Network quality is the highest consideration for total mobile and smartphone users. For smartphone owners, phone OS comes a close second, above cost.
comScore, Inc.
Proprietary.
Source: comScore MobiLens, U.S., 3 Month Avg. Ending Jun-2012
21
iPhone Indexes to Higher Value/More Active User Than Android High-Indexing Demographic Groups for iOS Compared to Android
Age Group Age 13-17 Age 18-24 Pre-Tax Household Income $75K TO <$100K $100K+ Monthly Payment Plan Tier Beween $81 and $100 More than $100 Mobile Media Usage Used application Used IM Used e-mail (work or personal) Listened to music Accessed social networking/blog Watched TV and/or video
102 116 110 175 125 121 104 115 110 126 109 114
Index iPhone Owners to Android Owners
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22
Apple Tops List of Most Acquired Mobile Phones and Tablets
Top Acquired Smartphones in U.S.

Top Acquired Phones Apple iPhone 4S Apple iPhone 4 Apple iPhone 3GS Apple iPhone 5 Samsung Galaxy S III
Top Acquired Tablet Families in U.S.

Top Acquired Tablet Families Apple iPads Amazon Kindle 2/Fire/HD Acer Iconia/Iconia Tab Samsung Galaxy Note/Tab Barnes & Noble NOOK Color/Tablet/HD
comScore, Inc.
Proprietary.
Source: comScore MobiLens and TabLens, U.S., 2012
23
More than 57M U.S. Tablet Owners Unique Tablets (000) by Platform
70,000 Unique Tablets (000) 60,000 50,000 40,000 BlackBerry Windows HP Android iOS
30,000
20,000
10,000
0
28% of smartphone owners also own a tablet
comScore, Inc.
Proprietary.
Source: comScore TabLens, U.S., 3 Month Avg. Ending Dec-2012
24
Apple Leads as Tablet OEM; Android Has Share Advantage Tablet Ownership by OEM
57,834
48,229 45,434
42,510
43% 42% 46%
45%
Apple
7%
6% Samsung 28%
4%
4% 27% 4% 21% QE Oct 12 Amazon
32% 5% 18% QE Apr 12
28%
4%
19% QE Jul 12
comScore, Inc. Proprietary.
4% 17% QE Jan 13
Acer Other
25
Tablets Dont Show Early Adopter Male Skew; Fire Skews Female Tablet Ownership by Gender
Male Female
Kindle Fire
42.7%
57.3%
Google OS*
50.2%
49.8%
Apple OS
50.4%
49.6%
*In this slide, Google OS does not include the Kindle Fire
comScore, Inc.
Proprietary.
Source: comScore TabLens, U.S., 3 Month Avg. Ending Dec-2012
26
#FutureinFocus
Mobile Media Trends

Category Trends
App vs. Browser

Smartphones + Tablets
comScore, Inc.
Proprietary.
Social Usage and Transactions Showing Biggest Growth Top 10 Smartphone Usage Categories by Year-on-Year Growth
INSTANT MESSAGING SOCIAL NETWORKING WITH CHECK-IN FUNCTION INSURANCE SERVICE ELECTRONIC PAYMENTS DIGITAL BOOKS / MAGAZINES ONLINE RETAIL PHOTO / VIDEO SHARING HOME / LIFESTYLE ADULT ENTERTAINMENT DATING SERVICES
45.2% 44.4%
43.5%
42.9% 41.2% 40.9%
40.7%
40.5% 40.1% 40.0%
% Year-over-Year Growth
comScore, Inc.
Proprietary.
28
Mobile Banking Leads Among Financial Services Financial Services and Retail/E-Commerce Category Usage
bank accounts online retail classifieds credit cards electronic payments auction sites shopping guides deal-a-day 26.9% 24.3% 21.8% 21.1% 19.9% 17.1% 38.0%
16.2%
11.9% 9.2% 8.8% 8.5% % Smartphone Owners
travel service
stock trading
automotive services
insurance services
comScore, Inc.
Proprietary.
29
Smartphones and Tablets Show Different Media Usage Patterns Top 10 Activities for Smartphones and Tablet Owners
Top Activities for Smartphone Audience % of Smartphone Users
Sent text message to another phone Took photos Used email Accessed weather Accessed social networking
Top Activities for Tablet Audience % of Smartphone Users
90.5% Accessed search 83.4% Used email 77.8% Accessed social networking 67.1% Played games 65.3% Accessed weather
73.9% 73.6% 67.5% 66.3% 64.6%
Accessed search
Played games Accessed maps Accessed news
58.7% Accessed news

52.9% Accessed photo/video sharing site 51.2% Read books 49.2% Watched video
58.8%
51.5% 51.2% 50.9%
Listened to music on mobile phone
48.0% Accessed retail
49.8%
comScore, Inc.
Proprietary.
Source: comScore MobiLens and TabLens, U.S., 3 Month Avg. Ending Dec-2012
30
Google & Facebook Lead as Top Mobile Properties by Audience Top Mobile Properties by Total Unique Visitors
Platforms: iPhone, Android Phone, iPad
106 MM 96 MM 80 MM 73 MM 61 MM
51 MM
49 MM
comScore, Inc.
Proprietary.
Source: comScore Mobile Metrix, U.S., Jan-2013
31
Apps Dominate in Most Categories

U.S. Top Smartphone Properties, % Share of Time Spent by Access Method
Platforms: iPhone, Android
App
Social Media
Browser
97%
96% 95% 94%
3%
4% 5% 6% 24% 25% 28% 36% 51% 81%
Services
Entertainment
Games
Business/Finance Retail Portals News/Information Lifestyles Directories/Resources 19% 49% 76% 75% 72% 64%
comScore, Inc.
Proprietary.
32
Nearly All Top Properties See Apps Drive Majority of Engagement

U.S. Top Smartphone Properties, % Share of Time Spent by Access Method
Platforms: iPhone, Android Phone, iPad
App
PANDORA.COM Apple Inc. FACEBOOK.COM Google Sites Amazon Sites Microsoft Sites Yahoo! Sites 82% 78% 73% 67% 41% 40% 11% 100% 100% 96%
Browser
4% 18% 22% 27% 33% 59% 60% 89%
AOL, Inc. Glam Media

Wikimedia Foundation Sites
comScore, Inc.
Proprietary.
33
Mobile Browsing isnt Dead, But its Happening on Tablets

App Engagement 7X Browsing for iPhone Owners But Only 2X for iPad Owners
Average Minutes by Access Method iPad vs. iPhone Browser App 3,393.6 2,848.5
1,194.9
503.2
iPad
iPhone
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34
#FutureinFocus
Two Big Disruptions

Shopping and Buying The Home
comScore, Inc.
Proprietary.
Devices Play Different Roles Throughout the Day

PCs dominate working hours
Share of Device Page Traffic on a Typical Workday
Tablets popular at night
Mobile phones
are constant companion
comScore, Inc.
Proprietary.
Source: comScore Device Essentials, U.S., Monday, 21st January 2013
36
1 in Every 10 Discretionary Dollars Now Spent Online e-Commerce Share of Corresponding Consumer Spending*
11.1%
4.3%
$186 Billion
Spent in 2012
Q1-04 Q1-05 Q1-06 Q1-07 Q1-08 Q1-09 Q1-10 Q1-11 Q1-12 Nov-12
comScore, Inc. Proprietary. Source: comScore E-Commerce Measurement, U.S.
37
> 10% Retail e-Commerce Dollars Are Now Spent Via Mobile Device Percentage of Retail e-Commerce Dollars Spent via Mobile Device
37% showroom
9% 9% 10%
11%
8% 6% 2% 3% 3% 6%
8%
Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2010 2010 2010 2011 2011 2011 2011 2012 2012 2012 2012
4X increase in just 2 years
comScore, Inc.
Proprietary.
Source: comScore E-Commerce Measurement, U.S.
38
19.4% Made On-Device Purchases with Smartphone in December 2012

Frequency of On-Device Purchase
% Made Purchase with Smartphone
54.9%
19.4%
31.0%
14.1%
Almost every day At least once each Once to three times week throughout the month
comScore, Inc.
Proprietary.
39
iPhone Leads in Online Retail; Microsoft #2 On-Device Purchase by Smartphone OS

23.4%
Microsoft
RIM
Apple
18.7% 17.4% 14.6% 12.7% 10.3% 7.6% 5.9% 3.0% 2.6% 2.9% 2.5% 4.4% 5.2% 7.2% 9.7%
% Smartphone OS
Android Smartphone Average
Almost every day
At least once each Once to three times week throughout the month
Proprietary. Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012
Ever in month
comScore, Inc.
40
Smartphones Disrupt the Brick & Mortar Shopping

Activities Performed in Retail Store with Smartphone
Took picture of a product
Texted or called friends/family about a product Sent picture of product to family/friends Scanned a product barcode 42.5%
34.9%
32.7% 30.4%
52.4%
of U.S. smartphone owners use their phone for shopping activities while in a retail store
Compared product prices Found coupons or deals Found store location Researched product features Checked product availability Purchased goods or services (online)
22.4%
18.5% 18.1% 15.4% 10.2% 5.6%
% Performed Shopping Activity in Store with Smartphone
comScore, Inc.
Proprietary.
41
Smartphones Driving Showrooming, Tablets Driving Purchase Share of Smartphone and Tablet Owners Performing Mobile Retail Activities
Tablet Researched product features Compared product prices Purchased goods or services online Found store location Found coupons or deals Checked product availability Made shopping lists Smartphone 39.1% 22.6% 38.7% 23.6% 38.2% 19.4% 38.1% 33.7% 33.2% 22.2% 30.4%
19.2%
21.1% 20.9%
comScore, Inc.
Proprietary.
Source: comScore MobiLens and TabLens, U.S., 3 Month Avg. Ending Dec-2012
42
Tablets Are Disrupting the Home (Today) Most Tablets Are WiFi-Only and Are Used Exclusively at Home
Location of Tablet Use Connecting to Internet
36%
26% Use Tablet at Home, 91% Public Location Work 14% Other
comScore, Inc.
Proprietary.
Source: comScore TabLens, U.S.
43
Tablets Are a Companion on the Couch and in Bed Location of Tablet Use at Home
Bedroom
74%
Family/living room
70%
Home office
41%
Kitchen
36%
Outside/patio/porch
34%
More than half of tablet owners use their tablet while watching TV
comScore, Inc.
Proprietary.
Source: comScore TabLens, U.S.
44
Tablets Are Changing How We Watch TV

Used Tablet While Watching TV
No 47%
Yes 53%
Related Activites 56%
Not Related 44%
TV Watcher Tablet Activity

Accessed social networking services (e.g.
Played a video game

Shopped online Read a book Read a newspaper Read a magazine Other (Please specify) Did not do any activities while also watching TV
53% 52%
30% 24%
13% 12% 3% 3%
UNRELEASED DATA Source: comScore TabLens, U.S., Jan-2013
comScore, Inc.
Proprietary.
45
#FutureinFocus
Key Takeaways
comScore, Inc.
Proprietary.
Todays consumer is a multi-platform digital omnivore Taken together, mobile devices are becoming the digital center of gravity for consumers Mobile devices uniquely connect the digital and physical world Experiences need to be persistent across devices and appropriate to device and usage context
comScore, Inc.
Proprietary.
47
Whats Next for Mobile in 2013? 2013 Mobile Future in Focus Report
2012 was another milestone year in the life of mobile as continued innovation in hardware, software and device functionality laid the groundwork for the future of the industry. For a look at whats ahead for mobile, download the 2013 Mobile Future in Focus. www.comscore.com/mobilefutureinfocus2013
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Proprietary.
48
#FutureinFocus
Key Insights from 2012 and What They Mean for the Coming Year
Mark Donovan, comScore SVP for Mobile | March 2013 March 2013
comScore, Inc.
Proprietary.

Comscore Research Report On State of Mobile Marketing in 2013

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#FutureinFocus

Mobile Media Trends

Website and App Usage

Online Behavioral Profiles

The comScore Census Network (CCN)

Over 1.5 Trillion Digital Interactions

Todays World Looks Like This

MMX Multi-Platform: Understanding the Digital Audience

221 Million Desktop Users

125 Million Smartphone Users

237 Million Unduplicated

Source: comScore MobiLens & TabLens, U.S., 2003-2012

Tablet Ownership Growing at an Unprecedented Pace

Years Post Introduction

Mobile Devices Now Account for >13% of Web Traffic

Source: comScore Device Essentials, U.S.

Source: comScore Device Essentials, U.S.

Source: comScore Media Metrix Multi-Platform (Beta) US, Dec-2012

Most Top Properties Have Double Digit Mobile-Only Audience

Source: comScore Media Metrix Multi-Platform (Beta) US, Dec-2012

Mobile Device Trends

Historically a Highly Dynamic Platform Market

Source: comScore MobiLens, U.S.

7.8 17.2 34.3 28.1

Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012

United States Smartphone Ownership Continues to Rise

Newly Acquired Devices by Type

72% of all newly acquired devices were smartphones

+12.7 percentage points

Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012

Smartphones Reach Mobile Majority Across EU5 and Canada

Source: comScore MobiLens, 3 Month Avg. Dec-2012

Other OEM 11.5% Motorola 5.7% HTC 5.5% LG 5.2%

RIM 3.4% Microsoft 3.3%

Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012

Source: comScore MobiLens, U.S., 3 Month Avg. Ending Jun-2012

Index iPhone Owners to Android Owners

Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012

Apple Tops List of Most Acquired Mobile Phones and Tablets

Top Acquired Smartphones in U.S.

Top Acquired Tablet Families in U.S.

Source: comScore MobiLens and TabLens, U.S., 2012

28% of smartphone owners also own a tablet

Source: comScore TabLens, U.S., 3 Month Avg. Ending Dec-2012

4% 27% 4% 21% QE Oct 12 Amazon

32% 5% 18% QE Apr 12

Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012

Source: comScore TabLens, U.S., 3 Month Avg. Ending Dec-2012

Mobile Media Trends

App vs. Browser

Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012

Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012

Top Activities for Tablet Audience % of Smartphone Users

73.9% 73.6% 67.5% 66.3% 64.6%

58.7% Accessed news

Listened to music on mobile phone

48.0% Accessed retail

Source: comScore Mobile Metrix, U.S., Jan-2013

Apps Dominate in Most Categories

Source: comScore Mobile Metrix, U.S., Jan-2013

Nearly All Top Properties See Apps Drive Majority of Engagement

4% 18% 22% 27% 33% 59% 60% 89%

AOL, Inc. Glam Media