Mediacoms presentation to GSK on Mobile

2. Some major mobile headlines
 25 million monthly mobile browsers -
 Over half of the web audience
 +17m 25+ year olds
 22% of UK internet browsers only access the web via mobile
 And 23% of other consumers online time is spent on mobile
 15 - 29% of vertical based search is now from a mobile device
 51% of the UK use a smartphone
 Android now beats iPhone with 6.3m devices
 Consumers spend longer engaging with Facebook mobile than online

3. Research from Google and IPsos shows mobile is an
essential tool for consumers
 74% use their phone with other media
 49% whilst listening to music
 45% of smartphone users, use their phone while
in store
 21% changed their mind about a purchase in store
due to phone research
 34% have already made purchases on their
phone

4. A quick look at the Size of the marketplace

5. Consumers are buying more smartphones
than PCs…
22% of UK web users only access
via mobile
Source: Pc VS Smartphone Chart: Rbc Capital Markets ESTIMATES

6. 2008 was the year of the mobile, we’re now
in the age of mobile
20,000,000
15,000,000
10,000,000
5,000,000
20m mobile internet users
August 2008 + 32% y-o-y
0
Mobile web users, browse for an average of 35 times, for 10 minutes
a visit

7. 23% of online time is spent on mobile
Source: Comscore GSMA/MMM
22% of UK web users only access
via mobile

8. Android is bigger than ever, and has
overtaken Apple

9. Mobile search is growing at the same rate as
early desktop search

10. And Facebook is close behind Google, as the
2nd top mobile destination
And is more frequently visited on mobile versus online, and for longer.
It is not yet possible to advertise on Facebook mobile

11. Mobile Search is taking large volumes of
traditional online search
Percentage of overall queries that are mobile
35.0%
29.6%
30.0%
25.0%
20.0%
16.8%
15.5% 15.4% 14.9%
15.0%
10.0%
5.0%
0.0%
Restaurants Autos Consumer Electronics Fiance And Insurance
Finance and Travel
Insurance

12. But it’s not just the young un’s who are
using the mobileOnline Mobile Population
The
web
14,000
12,000
10,000
Audience (000)
8,000
6,000
4,000
2,000
0
Male Female 13-17 18-24 25-34 35-44 45-54 55+
Demographic
23.9 million adults 13+ in the UK use the mobile web

13. Mobile browsing is expected to exceed
desktop by 2014

14. 83.0m
Total mobile market 2010
A 116% rise
37.9m
Total mobile market 2009

15. And UK Mobile Advertising revenues are
expected to reach £1bn by 2015
FirstPartner UK Mobile Advertising Forecast 2011-2015
1,200,000
£992m
1,000,000
£767m
800,000
Video
£ (000s)
Search
600,000
£498m Mobile Internet (Banners)
MMS/SMS Push Advertising
400,000
£294m Games
£142m
200,000
0 www.firstpartner.net
2011 2012 2013 2014 2015
Copyright FirstPartner2011
FirstPartner Copyright FirstPartner 2011

16. Text
How the display market is split
Mobile Premium Traditional
Networks and Networks Publishers and
DSPs Portals

17. 3 key mobile trends for 2012
Video Location Rich Media
What is working best in the mobile space
and where is the growth?

18. Video

19. Behind social media usage, video is the
second largest use of the mobile web
2011
+114%
2010

20. There are only a few buying points for
mobile
70 million impressions
a month
Over 4 million
visitors, via 3G a
month

21. Location

22. Location offers precise targeting and personalisation to
our media that no other channel can offer
Response rates between 5% and
12%!

23. Targeted rich display, with directions to nearest
cinema
Location is also possible with display, though volume can be small, useful as a push
mechanism, while check-in or SMS is best used to pull

24. Rich media

25. The advent of HTML5 means that mobile finally has a
way to deliver rich display creative
60 seconds dwell
times

26. HTML5 has also allowed for rich microsite destinations
that offer immersive content to engagers
*Negotiable

27. 3 trends that will develop further in 2012
Dual- Tags The Cloud
screen

28. Connecting TV with mobile

29. NFC will begin to find its feet, but QR will be
utilised further, more intelligently

30. As smartphone penetration rises, along with
ubiquitous Wi-Fi, cloud based solutions will be
even widespread

31. Recent IAB research on the strength of
PC, mobile and tablets through the purchase
cycle

32. Smartphones are used at every stage of the purchase
process
Recall of Internet research Purchase:
• Physical products
product/brand: conducted:
• Services / tickets
• Social Networks • Research (site visits)
• Digital downloads
• Display adverts • Search
provided separately
Awareness Research Purchase
Purchase
80%
78%
PC
52%
54%
45%
38% 34%
of respondents use their
Smartphone
smartphone in store
Awareness, Research and Purchase Base (unweighted): All respondents (n=789)

33. Whilst PCs are primarily used for the purchase of physical products.
Tablet purchases sit between PC and smartphone trends and
smartphones still feature heavily
Purchase Gap Analysis
90%
78%
80%
PC 69%
70% 63%
60% 55%
50% Tablet 47%
39% 44%
40% 43%
28%
30% Smartphone
20%
10%
0%
Physical item Service or ticket Digital download
F1.a. How frequently, if at all, have you used your mobile / smartphone to purchase something in one of the following ways?
F4.a. How frequently, if at all, have you used your PC/ laptop/ netbook to purchase something in one of the following ways?
Base: Those that access mobile internet (n=672), Those that access PC internet (n=789), Tablet users (n=152)

34. Key takeout's from the research
1. Both mobile and online are used from awareness to research to purchase.
Providing a seamless experience across both platforms counts as good
customer service.
2. Half of those following up adverts on smartphones, are sent there by TV. All
TV activity should have a mobile call to action.
3. Over a third of respondents use their smartphone in store. Retailers that
optimise for, rather than fight, this will be the long term winners.
4. Smartphone users are twice as likely to follow up on a product on mobile
compared to in store.
5. Tablet owners spend 4 ½ hours a week browsing and shopping. Retailers
can drive incremental sales by creating a rich environment on tablets to
engage shoppers.

35. We will help you start planning and preparing for
the evolution of mobile

36. Thank you,
any questions?