1. INDUSTRY UPDATES ON
KEY MOBILE TRENDS
WEEK ENDING 4/15/2012

2. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 4/15/2012
 Mobile Trends
o In its largest acquisition ever, Facebook acquired mobile photo sharing application
Instagram for $1 billion as it looks to build its mobile presence.
─ Moving forward, marketers may have the option to target the content of photographs
(additional rich data for insight), as well as Increased mobile capabilities and reach via
Instagram’s 30 million+ users.
o A new study finds that HTML5 in m-commerce offers a big payoff.
─ 28% of 50 retail and travel m-commerce sites using mobile technology provider
Usablenet Inc.’s HTML5-based Usablenet Mobile 2.0 system experienced an increase in
overall usage, along with an 11% jump in page views per visit and a 15% drop in
bounce rate.
─ HTML5 enables live video streaming on smartphones, expand-and-collapse menus,
high-resolution image galleries, location-aware features and scrolling promotions.
Usablenet claims 20% of the Fortune 1000 as clients. Clients include Amtrak, Delta,
Expedia, FedEx, Hilton, Marks & Spencer, Sprint, J.C. Penney and Victoria’s Secret.
© Performics. Proprietary and Confidential. 2

3. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 4/15/2012
 Mobile Trends (cont.)
o In March 2012, 68% of mobile shoppers accessing retail web sites used iPads,
RichRelevance finds.
─ The iPad accounts for 90% of all mobile revenue and 4% of total web revenue.
Conversion rates are strongest with the iPad: 1.5% for the iPad versus 0.57% for other
mobile devices.
─ The average order value for iPad shopping is creeping ahead of the same for desktop
computer shopping: $158 for iPad shoppers versus $153 for desktop consumers in
March. While they spend more per average order, iPad shoppers had on average
fewer items per order of any mobile device: 2.98 for the iPad, 4.22 for the iPhone and
iPod Touch, and 4.41 for all other mobile devices.
─ The iPad’s share of total shopping sessions, viewing but not necessarily buying, hits 7%
on weekends versus 5% on weekdays, indicating opportunities to focus tablet strategies
on weekend shoppers.
o A Knotice report reinforces that optimizing email content is critical.
─ During the third and fourth quarters of 2011 in the retail industry, 20.80% of marketing e-
mails were opened on smartphones. 7.32% of e-mails were opened on a tablet. In total,
28.12% of retail marketing e-mails were opened on mobile devices in the last half of
2011, up from 20.07% in the first half.
© Performics. Proprietary and Confidential. 3