Decision Fuel and Inmobi just completed the second annual global study on mobile media consumption. This presentation is an excerpt of the research on mobile media consumers in China.

1. MOBILE MEDIA CONSUMPTION IN CHINA: A ‘NEW WAVE’ TAKES SHAPE
Wave 2: October 2012

2. bite-sized mobile research
• Founded and headquartered in Asia, with
offices in Hong Kong, Shanghai and
Singapore
• Independent mobile research specialist –
providing effective and actionable research
insights via mobile technology
• Tailored, high-quality and rapid-turnaround
approach
• Highly experienced team with extensive
regional credentials over past 12+ years
• Deep expertise in research insights:
– Research design & execution
– Sophisticated analytics
• Powerful research platform:
– Ability to deploy very rapidly, flexibly

3. • Over 93bn ad impressions; 578mn unique users
monthly
• Live in 165 countries; 13,000+ Sites & Apps
• $US 215mn funding – Softbank, KPCB, Sherpalo
• Acquired Sprout – Leading Innovator in Rich
Media Ads & HTML 5

4. Decision Fuel: a simple, clear and
compelling solution
BITE-SIZED: MOBILE: RESEARCH:
‘Small is beautiful’ Unparalleled consumer access Trusted data. Automated insight.
• Short surveys delivered over • Virtually any topic or any • End-to-end service: surveys,
mobile market sample, fieldwork, analytics
• Typically <3mins to complete • High penetration • Professional quality
• Fast design, fast launch, and • All demographics – • Self-serve client model & fully
fast results particularly in emerging Asian automated platform
• Affordable economies • Flexible product features &
• Maximum engagement, • ‘Always-with’ technology project scope
minimum respondent fatigue • Works on feature & smart • Built by research buyers, for
• ‘In the moment’ research phones research buyers
opportunities • Incentives linked to (and • Range of products designed
• Enables flow of information fulfilled using) the mobile for real buying situations
direct from consumer-to-client device (eg credit)
4

5. Versatile Platform: A Variety of Ways to Use
Decision Fuel
 Panels of mobile phone  Creation and management of
respondents recruited and panels for individual clients
managed directly by
Client  Can recruit specifically for
Decision Fuel
Decision client or use existing client
 Extensive baseline data on Proprietary database
Fuel Panels
all panelists Panels  Short-term or long-term
panels
 Surveys recruited and Event-Based Ad Hoc  Tailored recruitment for one-
deployed during an event
and in-the- Research off pieces of research
 Surveys with in-the-moment
triggers Moment  Ability to deploy rapidly in all
major global markets
 Can also capture event-  Project-specific recruitment
based ROI (e.g. through mobile
advertising)
Decision Fuel’s bite-sized insights product meets a range of unmet needs.
It is highly complementary to existing formats of market research. 5

6. OBJECTIVES
Understand mobile media
consumption and how 15,000 respondents
it’s changing… 14 key markets globally
7 markets in Asia
Wave 2 research*;
8,500+ respondents
recruited via InMobi global
China, India, Japan, Korea, mobile ad network,
Singapore, Australia and conducted over Decision
New Zealand Fuel mobile platform
*Wave 1 research was conducted between Nov’11-Jan’12; Wave 2 research was conducted in Sep’12

7. GENERAL MEDIA CONSUMPTION

8. Listening to Radio
Reading
Magazines
/Newspapers
20
30 minutes
minutes
Online via
Tablet 140 desktop/laptop
devices 52 minutes
minutes THE AVERAGE MOBILE WEB
USER IN CHINA CONSUMES
6.9 HOURS
OF MEDIA PER DAY
60
minutes
Watching TV
111
minutes
Using mobile
(ex SMS/calls)
Sample size: n=2,001

9. Mobile takes up a fair share of media time
(similar to Online & TV) across various markets
Total Media
Using Mobile (excluding SMS/Calls) Online via desktop/laptop Watching TV Time Spent
Listening to Radio Using a tablet device Reading Newspapers/Magazines (Hours)
Singapore 23% 25% 19% 12% 11% 9% 7.8
China 27% 34% 15% 5% 13% 7% 6.9
India 28% 21% 23% 8% 9% 10% 6.2
Japan 28% 23% 22% 7% 12% 8% 5.9
Korea 24% 24% 26% 7% 11% 8% 5.7
New Zealand 21% 22% 25% 18% 7% 7% 7.8
Australia 22% 21% 24% 18% 8% 6% 7.5
South Africa 27% 16% 23% 17% 6% 9% 9.1
Kenya 28% 12% 25% 22% 4% 9% 8.3
Nigeria 28% 13% 24% 17% 6% 11% 6.9
France 24% 24% 22% 15% 8% 7% 7.3
Germany 27% 24% 22% 15% 5% 8% 6.5
Sample size: Australia n=1,008; China n=2,001; France n=626; Germany n=411; India n=2,004; Japan n=1,010; Kenya n=1,027; Korea
n=1,381; New Zealand n=753; Nigeria n=1,053; Singapore n=757; South Africa n=682

10. 54%
of mobile web users
engage in mobile activities
while watching TV
TV Mobile
Sample size: n=2,001

11. Text messaging is the key activity while watching TV,
followed by social networking and games / music
How do you typically use your mobile while watching TV? Please select top 2
50%
Text messaging/ Instant messaging
32%
Social Networking (e.g. Facebook, Twitter, etc.)
31%
Playing games or listening to music
17%
Seaching for content not related to what you are watching
15%
Searching for information about the show you are watching
15%
Searching for information about products you see on TV
13%
Shopping online
15%
Other
Sample size: n=1,456

12. DIGITAL MEDIA CONSUMPTION: PC VS MOBILE

13. 29% of mobile web users now use
mobile as either their primary or
exclusive means of going online
‘How do you typically go online to surf the web?’
21% 50% 24% 5%
Mostly via Evenly split Mostly via Only via
desktop between both mobile mobile
Sample size: n=2,001

14. Mobile is becoming a major component of internet behavior
‘How do you typically go online to surf the web?’
Evenly split
Mostly via
between mobile Mostly via mobile Only via mobile
desktop/laptop
and desktop/laptop
India 12% 29% 31% 28%
Japan 12% 39% 26% 23%
Singapore 16% 44% 28% 13%
Korea 10% 43% 34% 13%
China 21% 50% 24% 5%
Australia 21% 39% 26% 14%
New Zealand 22% 46% 24% 9%
Nigeria 4% 23% 43% 30%
South Africa 7% 32% 36% 25%
Kenya 2% 15% 60% 23%
Germany 22% 36% 25% 17%
France 20% 40% 26% 14%
Sample size: Australia n=1,008; China n=2,001; France n=626; Germany n=411; India n=2,004; Japan n=1,010; Kenya n=1,027; Korea
n=1,381; New Zealand n=753; Nigeria n=1,053; Singapore n=757; South Africa n=682

15. MOBILE MEDIA BEHAVIOURS

16. WHERE?
50% social
event 66% Commuting
91% 54%
Lying in bed Spending time
with family
48%
Shopping
42% in a
94% 54% While
meeting
or class
17% in the
bathroom Waiting watching TV
for something
Mobile is becoming an important companion,
particularly for the in between times
Sample size: n=2.001

17. WHAT?
SHARE OF
MOBILE ACTIVITIES
Sample size: n=2,001

18. MOBILE MEDIA BEHAVIOURS: ADVERTISING

19. Compared to other forms of advertising like TV or online, how comfortable
are you with mobile web and mobile app advertisements (not SMS)?
More comfortable, I find them to be very useful 17%
Equally comfortable, I'm getting used to seeing them 32%
Less comfortable, I find them intrusive 24%
No opinion, I don't think much about ads on my phone 27%
of mobile users are as comfortable with mobile
49% advertising as they are with TV or online advertising
Sample size: n=1,985

20. 81% of mobile web users claimed they have noticed
mobile advertising via the following channels…
I have noticed advertising on my mobile device before …
40%
34%
22%
19%
11%
In an app On a search engine On a video website On a retailer website Others
Sample size: n=1,533

21. Which two forms of media most impact your purchasing decisions?
0% 10% 20% 30% 40% 50% 60% 70%
4% 25% 67%
16% 33%
24% 31%
Mobile is catching up to TV and desktop/online
in impacting purchasing behavior
Sample size: n=1,590

22. Has mobile advertising ever:
Awareness Introduced you to something new (78%)
Favorable opinion Provided you with better options (63%)
Consideration Helped you find something nearby (66%)
Caused you to reconsider a product (54%)
Shopping
Influenced your in-store purchase (46%)
Sale
Influenced you to buy via your mobile (48%)
Mobile could influence consumers’ purchasing behavior
Sample size: n=2,001
even in this early stage of mobile evolution

23. MOBILE MEDIA BEHAVIOURS: COMMERCE & SHOPPING

24. Digital goods (apps,
games, e-books, music, 35%
64% have spent videos, ringtones, etc.)
money on an activity Physical goods
(electronics, clothes, etc.)
34%
via mobile
Financial (bill payments,
peer-to-peer payments, 21%
etc.)
Entertainment (e.g. movie
20%
tickets)
Travel (e.g. train tickets) 17%
Commerce behavior is extending past digital goods, and now
includes physical goods, entertainment and bill payments
Sample size: n 2,001

25. Have you ever purchased any good or products via your mobile?
Korea 72%
Japan 67%
China 64%
Singapore 62%
India 61%
New Zealand 70%
Australia 70%
Kenya 78%
Nigeria 70%
South Africa 66%
France 57%
Germany 50%
Sample size: Australia n=1,008; China n=2,001; France n=626; Germany n=411; India n=2,004; Japan n=1,010; Kenya n=1,027; Korea
n=1,381; New Zealand n=753; Nigeria n=1,053; Singapore n=757; South Africa n=682

26. 81% are expected to spend
money on an activity via mobile
in the next 12 months
81% of consumers plan to conduct mobile commerce in the
next 12 months, a 17% increase from where we are today.
Sample size: n=2,001

27. For further information or requests for
detailed information on any of the countries
surveyed or specific consumer segments,
please contact:
Aileen Ku Min Yoo
(aileen.ku@inmobi.com) (min@decision-fuel.com)