Mobile apps-anil-panguluri-yahoo-at-digital-east-2011

1 Proprietary and Confidential. ©2011 All Rights Reserved

Mobile Apps Anil Panguluri, Yahoo!@spandana

@spandana #deast11

2

Mobile Mindset Matters!

JAZZ UP THESE DIVIDER SLIDES TO MATCH THEME

OF SECTION

The Premiere Digital Media CompanyWe build deeply personal digital experiences

@spandana #deast11


Smartphones are driven by app use…

– 31% of mobile users in US will have a smart phone by the end of 2011 (3.1% tablet installed base)

– 33-71% of smartphone owners use apps

– 800k – 1M apps overall

eMarketer “Hot Digital Trends in 2011”@spandana #deast11


QM7. Did you do these activities on your mobile device using an application (app) or by accessing a website through your browser? Q33. Thinking about a typical day, what type of applications/apps do you use on you mobile device during each of the following stages? Select all that apply for each.

6am 7am 8am 9am10am

11am12pm

1pm2pm

3pm4pm

5pm6pm

7pm8pm

9pm10pm

11pm12am 1am 2am 3am 4am 5am

Browser App

… for a variety of activities in apps & browser

Waking upWeather, 56%

Utilities, 42%

Communications, 35%

Social networking applications, 31%

News, 30%

On the goNavigation, 73%

Communication, 42%

Music, 42%


Search, 38%

WorkingReference, 46%

Productivity, 43%

Communication, 42%


Medical, 36%

BreaktimesGames & Fun, 62%


Communication, 58%

Sports (News and Information), 53%

Fantasy Sports, 52%

SocializingSocial networking applications, 35%

Photography, 33%

Communication, 30%

Utilities, 30%

Fantasy Sports, 27%

EatingSocial networking applications, 29%

Communication, 28%

Health & Fitness, 25%

Fantasy Sports, 23%

Sports (News and Information), 22%

ShoppingShopping, 35%

Communications, 23%

Search, 21%

Food, 20%


Winding downSocial networking applications, 48%

Communications, 42%

Games & Fun, 42%

Books, 37%

Entertainment, 36%

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Apps are most widely used in Connect, Inform and Navigate modes

5 QM7. Did you do these activities on your mobile device using an application (app) or by accessing a website through your browser?

35%

73%

39%46%

60%63%

31%

65%

27%

61%54%40%37%

69%Use an app

Use browser

Connect Search Entertain Manage Inform Shop Navigate

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Given a Choice, Users Prefer Apps

Tru Research@spandana #deast11


Millions Served Daily– 15B downloads and counting – on iTunes App Store alone! (Blackberry

crossed 1B)

eMarketer “Hot Digital Trends in 2011”, IAB, Gartner at al.@spandana #deast11


Games capture highest interest

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But Clearly, Users aren’t Keeping All the apps they download(if they did, we’d all be having >500 apps)

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App usage behavior is resembling web behavior

• 50 min mobile per day, equal to the time with print newspapers and magazines combined

• Mobile use will exceed desktop use by 2015

• 72% of marketers plan to increase their use of mobile apps in the next 2 years

• In-App advertizing growing at 45% QoQ


Deliver some Value within Your App

Source: August 2010 Nielsen App Playbook

Action Taken after Branded App DownloadBase: Downloaded a Branded App (n=484)

Questions used: CQBA8 Which of the following actions have you taken after downloading a branded app?


TV drives highest volume of downloadsBase: Respondents who are Aware of Branded Apps (n=1,722)

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Typical Engagement Levels

Source: August 2010 Nielsen App Playbook Questions used: CQBA8 Which of the following actions have you taken after downloading a branded app?

Top Household/Personal Apps Used in the Past 30 DaysPast 30 Day App Downloader & Smartphone User (n=2,300)


App economy goes well beyond the principals…

Platform fragmentation

Store fragmentation

Differentiated Curation

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… so distribute your Apps Widely

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– Every possible app store (many accept free submission)

– Incentivized & Promoted downloads– Mobile Display & Rich Ads– In-app sponsorships


Consider In-App Advertizing


Be aware of the mobile contextMode Optimization Strategy

Inform

Strong ad recall. Consumers are highly engaged but also have a sense of discovery, so ads do not necessarily need to be relevant to site content.

Shop

Ad recall and engagement is highest. Develop creative that introduces consumers to new, relevant products and offers a way to purchase them more easily and/or at a lower price than from other sources.

Entertain

Good ad recall. Ads should be relevant to site content. Opportunity to introduce bold, relevant ads that entertain and grab user’s attention.

Connect

Ads can be more emotional and invoke feeling. Increase engagement by keeping ads personally relevant and targeted.

Search

Consumers are more open-minded to exploring to a degree. Introduce consumers to info that is relevant to what they are searching for.

Manage

Potential to get annoyed is high if ad is not relevant to the task at hand. Consider sponsorship or subtle ads that help consumers accomplish their goal.

Navigate

Potential to get annoyed is high if ad is not relevant. Ads that are easy to use, relevant, and reliable can result in high ad engagement.

Browsing

Accomplishing Goals

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Humorous, bold, and graphic rich ads attract consumers most

Q37 For each of the following sets of descriptors noted on the left and the right, please indicate which would capture your attention the most on your mobile device. Note: Middle bar not shown is “equally would respond to both.”

Most Likely to Respond to this Form of Mobile Advertising

Ads that are humorous Ads that are serious

Ads that are bold (uses vivid colors, etc.)

Ads which are more subtle and discrete

Ads that are interactive Ads which are not interactive

Ads that include images/graphical elements

(not video)Ads that include video elements

61%

47%

37%

39%

13%

14%

20%

18%

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Ads that are relevant, specific and geographically targeted are also effective


Ads which are relevant to my interests/ background

Ads which are broader in focus

Ads which are relevant to local area


Ads which are relevant to my current location


Ads that provide a lot of detailed information

Ads that are visually attractive and provide little information

55%

47%

45%

37%

13%

14%

15%

20%

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Ads in a mobile application that was free

Ads in a mobile application that I paid for

Clickable ads that take me to websites optimized for my mobile device/ screen

Clickable ads that take me to the PC version of a website to view on my mobile device

Ads in my mobile web browser Ads in a mobile application

Ads with click-to call features that allow me to

call someone immediately Ads without click-to call features

Interactivity is also a feature in mobile ads, more so in a web browser than an application


43%

38%

33%

28%

14%

16%

17%

27%

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24@spandana #deast11@spandana #deast11


2626 Proprietary and Confidential. ©2011 All Rights ReservedSource: Qualitative

Thank You!Anil Panguluri

Product Director Yahoo! Mobile@spandana

The Premiere Digital Media Company

We build deeply personal digital experiences

Business

Mobile apps-anil-panguluri-yahoo-at-digital-east-2011