1. INDUSTRY UPDATES ON
KEY MOBILE TRENDS
WEEK ENDING 4/20/2012

2. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 4/20/2012
 Mobile Trends
o A recent Viacom report, “Tapping into Tabletomics,” explores the interplay between TV
and tablets, and how tablet devices have emerged as the leading second-screen
alternative to television viewing.
─ A few key findings about tablet use include:
• 62 percent of tablet owners use their device daily and daily tablet users spend an
average of 2.4 hours per day on their tablets.
─ 85 percent of tablet use is for personal reasons, 74 percent of tablet use is done at
home and most media activities peak with consumers 18 to 24 years old.
─ The report also identified several different types of dominant tablet users:
• Power Trippers: 18 percent of tablet users are often male and use their tablets for
everything.
• The Cool & Efficient: 23 percent of tablet users who rely on tablets to be useful
above anything else.
• The Happy-go-Lucky: 28 percent of tablet users who are light users who see
tablets as a source of entertainment.
• Proceeding with Caution: 31 percent of tablet users who stick to basic activities.
© Performics. Proprietary and Confidential. 2

3. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 4/20/2012
 Mobile Trends (cont.)
o In the “State of the Hispanic Consumer: The Hispanic Market Imperative report,” Nielsen
has identified several unique circumstances that combine to make Hispanics the largest
population group to exhibit culture sustainability—ever. Key findings include:
─ Technology and media use do not mirror the general market. Hispanics spend 68
percent more time watching video on the Internet and 20 percent more time watching
video on their mobile phones than non-Hispanic whites.
─ Hispanics make fewer shopping trips per household than non-Hispanics, for instance,
and spend more per trip.
─ Access the full report here.
o Mobile local search is expected to exceed desktop search for local information in the next
three years according to BIA/Kelsey.
─ With mobile devices becoming more sophisticated, location-based marketing is
starting to play an increased role in how users access information while on the go.
• Mobile search is expected to generate 27.8 billion more queries than desktop
search by 2016.
• By 2016, mobile local search is expected to make $3.2 billion in revenue
compared to desktop’s $10.2 billion.
© Performics. Proprietary and Confidential. 3

4. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 4/20/2012
 Mobile Trends (cont.)
o As one of the early innovators in mobile commerce, eBay is reaping the benefits of the
growing channel.
─ Q1 revenue ending 3/31/12 increased 29% for a total of $3.3 billion
─ PayPal’s net total payment volume increased 24% for a total of $34 billion
─ 12 million downloads of eBay Mobile apps in Q1, today totaling 78 million downloads
─ Expected to generate $8 billion in mobile volume transacted in 2012 on EBay and for
PayPal to process $7 billion in mobile total payment volume.
─ Recent highlights of innovation include:
• Expanding PayPal’s payment services to offline merchants. As a result, merchants
such as Home Depot are enabling customers to pay for in-store purchases via
PayPal by keying in their mobile phone number or using a PayPal payment card.
• eBay introduced PayPal Here, which enables small businesses to accept credit or
debit card payments, checks and PayPal using a smartphone.
• EBay continues to deliver innovative shopping experiences, such as the Watch
With eBay iPad app which was introduced in March and offers up merchandise
related to what a user is watching on TV.
© Performics. Proprietary and Confidential. 4