TMK has created a Mobile 101 for all chefs to know this increasingly important vehicle inside and out! This is the first presentation of the series.

1. Technology & Mobile Behavior
Mobile Media 101

2. AGENDA
1 TECHNOLOGY 2 BEHAVIORAL
LANDSCAPE
• Defining Mobile
• App Usage on Tablets and Phones
• Mobile Carriers & Data Offerings
• Search Behavior
• Key Devices for Mobile Behavior
• Purchase Behavior
• Operating System Penetration
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3. WHAT IS MOBILE?
3

4. WHAT IS MOBILE?
A mobile device (handheld device) is a
handheld, lightweight, portable computing
device, typically having a display screen
with touch input and/or a miniature
keyboard – and for the purposes of our
discussion smartphones and tablets
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5. MOBILE BANDWIDTH
• 30x 3G speeds Free Neighborhood Wifi
• HSPA/HSPA+
• Long Term Evolution (LTE)
3G 4G BEYOND
Tethering
Connecting a wireless
WIFI enabled device to the 3G
or 4G phone connection
Targeted to cover low range
networks at a higher speed
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6. CARRIERS
34% 32%
US Market:
Carrier Subscription Share Q2 2012
10%
17%
3%2%3%
5

7. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
JAN 2005
MAR 2005
MAY 2005
JUL 2005
SEP 2005
NOV 2005
2005 - 2012
JAN 2006
MAR 2006
MAY 2006
JUL 2006
SEP 2006
NOV 2006
JAN 2007
MAR 2007
MAY 2007
JUL 2007
SEP 2007
NOV 2007
JAN 2008
MAR 2008
MAY 2008
JUL 2008
SEP 2008
NOV 2008
JAN 2009
MAR 2009
MAY 2009
JUL 2009
SEP 2009
NOV 2009
JAN 2010
MAR 2010
MAY 2010
JUL 2010
SEP 2010
NOV 2010
OPERATING SYSTEM SATURATION
JAN 2011
MAR 2011
MAY 2011
JUL 2011
SEP 2011
NOV 2011
JAN 2012
MAR 2012
MAY 2012
JUL 2012
Source: comScore Mobile Landscape, Mark Donovan 2012
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8. NEW “UNDERDOG” OPERATING SYSTEMS
New Entrants Include:
• Tizen (Samsung and Intel)
• Firefox OS (Mozilla Foundation)
• Ubuntu (Linux operating system)
Marker Implications:
• Provide even lower price points
• Deepen market penetration in the US at an accelerated rate
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9. MOBILE DEVICES – SMARTPHONE SALES
• 50.4% of mobile users in the US
have a smartphone
• Smartphone sales are now over
70% of all mobile phone sales
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10. MOBILE DEVICES – TABLET OWNERS
Smartphone
100 MILLION
Tablet
Device Owners
40 MILLION
1 2 3 4 5 6 7 8 9 10 11 12
Years Post Introduction Source: comScore Mobile Landscape, Mark Donovan 2012
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11. BEHAVIOR
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12. CONSUMER DEVICE BEHAVIOR THROUGHOUT THE DAY
Weekday Share of Device
Page Traffic in the U.S.
Source: comScore Device Essential – Jan 2012
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13. WHAT DO YOU DO?
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14. WHAT DO PEOPLE DO ON THEIR PHONES?
Top 10 Smartphone Categories
Top 10 Smartphone Categories
90,000 61.6% 70.0%
80,000 57.7%
54.3% 60.0%
52.1%
70,000 48.6% 49.5% 49.3%
43.8% 43.5% 50.0%
60,000 39.9%
50,000 40.0%
40,000 30.0%
30,000
20.0%
20,000
10.0%
10,000
0 0.0%
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Source: comScore Device Essential – Jan 2012
June 2011 June 2012
So
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15. TABLET BEHAVIOR
Retail appeals more to tablet consumers than smartphone users
39%
Sports
48%
25%
Retail
51%
38%
Entertainment News
56%
49%
News
61%
67%
Weather
69%
60%
Search
74%
Smartphone
Tablet
0% 20% 40% 60% 80%
Source: comScore Device Essential – Jan 2012
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16. SMARTPHONE DEVICE USAGE
In App:
• While most smartphone users in 2012 had 29+ apps
installed on their phones, the average owner only used
12 apps in the past 30 days
Beyond the App:
• Other behaviors, including Mobile Search (62% Daily)
and Social Network (60% Daily) visitation, were most
pervasive on a smartphone device
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17. MOBILE VIDEO
While not a top 10 content category consumed, 25% of smartphone owners
watch videos on their smartphones daily, and 21% watch videos weekly
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18. WHAT DO USERS WANT FROM MOBILE SITES?
Mobile-friendly Sites
Problem Opportunity
• 96% of consumers say they've encountered sites
that were clearly not designed for mobile devices • 67% of mobile users say that when they visit a
mobile-friendly site, they're more likely to buy a
• 40% of users have turned to a competitor’s site
site's product or service
• 5x More likely to abandon the task altogether
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19. LOCAL MOBILE CONSUMER
• Your future customers are literally around the corner,
and mobile can get them in your door
• Mobile customers use store locators 63 times for every one
mobile commerce order
- Roughly a third of all searches have local intent
• 90% of smartphone users who search for local info take action
within 24 hours
TOP APPS are LOCAL SEARCH Related:
Yelp, Google, Bing, Fandango, Urban Spoon etc.
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20. LOCAL MOBILE SEARCH
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21. MOBILE PURCHASE BEHAVIOR
Users are growing more and more comfortable using mobile devices to make purchases,
35% of people in 2012 have made a purchase on their mobile device (up from 29% in 2011)
Amazon & the Kindle
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22. POWERING DOWN
Mobile technology will continue to evolve, and thus evolve our behavior with it.
Amazon & the Kindle
Our behavior may also evolve the technology itself.
From texting to E-reading to e-mailing to surfing and purchasing,
we as chefs need to continue to tweak the Mobile Recipe!
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23. THANK YOU