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Nielsen Digiday Mobile
1. Trends & Opportunities in Mobile Julia Resnick Vice President, Mobile Media Solutions The Nielsen Company
2. Big mobile audiences 145M mobile media consumers 127M using SMS 70M downloading content 48M using mobile internet 12M using mobile video
3. Big business—the pie is growing Share of Mobile Content Revenue by Media Type Q4 2007–Q4 2008, National $5.8B YoY Growth $6.4 Note : Includes prepaid, postpaid, and all carriers. Does not include off-bill. Source : Mobile Media Measurement bill panel and survey analysis. Extrapolation from CTIA and Nielsen Mobile universe estimates. $7.0 * Downloads include revenue from Ringback Subscription Charges $7.4B $7.9B +37% All Data +60% Internet
4. Key trends The iPhone Effect Kids Today Mobile Advertising From browsing to social networking & video The next gear in consumption Teens and Tweens From experimental to essential Evolution Mobile Internet Opportunity
5. Mobile Internet: 48M strong Unique Mobile Internet Users (millions) Jan 2008–Dec 2008, National Source: Mobile Media Measurement – Mobile Internet Report Note: User: an individual who used the service in the last 30 days in the given period +30% Jan to Dec
6. Social networking is a key frontier Mobile Internet Users (in millions) by Service Type Dec 2008, National Source: Mobile Media Measurement – Mobile Internet Report
7. Leaders change—open field Social Networking Mobile Audience (000s) 2008, US All Social Networks iPhone 3G Launch +30% Jan to Dec
8. How Viewers Accessed Mobile Video Mobile Video Viewers (n=2,913) Off-deck video has the momentum Subscription viewing penetration is much lower than mobile internet and downloading Not reported in Q4 2007 “ I paid a subscription fee to access Mobile TV or video clips” “ I accessed and viewed Mobile TV or video clips directly from the internet on my cell phone”* “ I downloaded and stored video clips from a computer or from other sources onto my cell phone”* “ I viewed video clips using an application (for example: MyWaves, VSnax)”* *Response specifies you watched without paying a mobile TV or Video subscription fee M381: In the last 30 days, which of the following ways have you accessed Mobile TV or video clips on your cell phone ? Subscription: I paid a subscription fee to access Mobile TV or video clips Mobile Internet: I accessed and viewed Mobile TV or video clips directly from the internet on my cell phone, without paying a Mobile TV or Video subscription fee Download Clips: I downloaded and stored video clips from a computer or from other sources onto my cell phone, without paying a Mobile TV or Video subscription fee Application: I view video clips using an application (for example: MyWaves, VSnax), Source: Nielsen Mobile Video Survey, US, Q4 2008 & Q4 2007
9. Shift from info to entertainment driven in part by young viewers Teen Share of Top Content Categories for Mobile Video: Ages 13-17 years Q4 2008 US Mobile Video Viewers (n=2,913) 1 2 3 4 5 6 7 8
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11. A user experience that works—Smartphone/iPhones driving growth Major Data Activities by Phone Type Q4 2008, US
12. iPhone comprise 10% of all mobile internet users and 18% of all streaming music users iPhone User Composition by Advanced Data Feature - US Q4 2008 Source: Nielsen Mobile Device Census
13. ...and it’s accelerating... Recently Acquired Smartphone & 3G Device Penetration Q2 2007, Q3 2008, National Source: Q2 2007 and Q2 2008 US Device Census
14. ...then, send in the clones! T-Mobile G1 by HTC Verizon Blackberry Storm … with new off-deck “market-places”
15. Young subs have been driving data, but mobile is getting even younger! Tween Mobile Penetration by Age US Tweens (n=1,009) 9.7 years: Average age kids get their own mobile phone 8.0 years: Average age kids start using a borrowed mobile phone
16. Teens don’t think of mobile as a ‘phone’ Average Number of Text Messages by Age Q3/Q4 2008, National
17. Beyond messaging, teens are heavily engaged in mobile content Q407. Which of the following data applications did you use on a cell phone in the past 30 days? Please select all that apply. Reported Mobile Data Application Usage (Use in Last 30 Days) Teen/Young Adult Subscribers (n=2,838/2,910) Source: Nielsen Mobile Insights, US, Q4 2008
18. Messaging-focused today, Tweens should prove even better for mobile media Q407. Which of the following data applications did you use on a cell phone in the past 30 days? Please select all that apply. Source: Nielsen Mobile Insights, US, Q4 2008 Mobile Data Services Used in the Last 30 Days US Mobile Tweens (n=1,077)
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20. Explosive growth of Twitter, Facebook, ChaCha…Imagine all the short codes Standard Rate Media SMS Transactions (000’s) Q2/Q4 08 2008, National
21. Advertisers are engaging in mobile web banners Share of Estimated Impressions by Publisher Genre September 2008 Share of Estimated Impressions by Advertiser Category September 2008
22. From Scottrade to State Farm Share of Estimated Impressions by Top Advertisers within Financial Services Advertising Category September 2008 Ad Category Share of Estimated Impressions Source: Nielsen Mobile AdRelevance
23. Lot of mobile web inventory to go... Page Monetization – Mobile Web September 2008 Source: Nielsen Mobile AdRelevance
