Appetite - Yahoo!s cutting edge research on mobile media usage and behaviour and how it can unlock commercial opportunities for brands

2. +4.5m
2008-2010
consumer +4.4m
uptake forecast
2010-2012
mobile media
landscape
handsets
browsers +99%
content offer better advertising
mobile kit revenue growth
Source: Appetite, Yahoo! March 2010

3. multiple research stages & real time innovation
DIARY
AND FORUM
• groups
FOCUS • Manchester & London
GROUPS
• online survey
DEPTH
INTERVIEWS
• 2000 people
• UK mobile media users
ONLINE • aged 16 - 65
SURVEY
• mobile app
MOBILE
• real time data
APP SURVEY
• compare actual to claimed
• subset of media users
Source: Appetite, Yahoo! March 2010

4. mobile media defined
web games downloading email
personal (UG) media bluetooth music video
Source: Appetite, Yahoo! March 2010 Source: Appetite, Yahoo! March 2010

5. a growing audience, skewing to daily use
light
6.4m (34%)
medium
4.9m (26%)
18.9m heavy users
7.6m
monthly
(40%)
Source: Appetite, Yahoo! March 2010

6. less snacking… more ‘real web’
< 5 mins 5 mins +
23% 77%
Source: Appetite, Yahoo! March 2010 Q9 For each of the following, please indicate the length of your average mobile internet session?

7. ‘real web’ unlocks entertainment
functional 63% entertainment 58%
• email • social networking
• download
• streamed music/radio
• price comparison/purchasing
• streamed TV/video/film
• search
• maps/SatNav/GPS function • browse web/favourite brands
• news,weather,sports • blogs /blogging
Source: Appetite, Yahoo! March 2010

8. mobile media needs to be based on consumer need
55% 33%
prefer
12%
prefer
don’t mind – as long as
it does the job site app
Q22. So thinking of websites that you access on your mobile phone – if there were an app available instead, would you prefer to
download the app or would you still prefer to use the website?
Source: Appetite, Yahoo! March 2010 Base: all who access the internet on mobile (n=1,240)
8

9. rise of the 3 screeners
77%
29%
17% 22%
+ + + + +
Source: Appetite, Yahoo! March 2010

10. 44% blame brands for a bad mobile experience
29%
34% network
provider
the phone
44%
the website
5%
myself
Source: Appetite, Yahoo! March 2010 Q16. When a website doesn’t work on your mobile phone, which of the following do you tend to blame?
Base: all those who access internet on mobile (n=1,240)

11. m-commerce is following the e-commerce evolution
“ It’s like with the internet in its
early days – everyone was
reluctant to buy things online
a few years ago.
Now we all do it. It’ll be the
”
same with mobile
Source: Appetite, Yahoo! March 2010

12. • emotional needs met • app adds ‘wow’ factor
• more entertainment • expectation is web
• longer engagement • future is touch
• 4.2m are 3 screeners • brands… fix mobile web!
• TV triggers mobile use • retail brands – biggest
opportunity
• multimedia advertising • m-commerce the next
strategy needed growing development
Source: Appetite, Yahoo! March 2010

13. the ‘seriously’ blurb
full deck available after we come present to you at your
work and get your very valuable feedback
all slides and videos are nickable if you credit them as
being from Yahoo!
source: Appetite, Yahoo! March 2010
Contact Patrick Hourihan (hourihan@yahoo-inc.com)
for more details
Source: Appetite, Yahoo! March 2010 Source: Appetite, Yahoo! March 2010