Mark provides the the mobile industry’s latest stats and trends that are framing the mobile opportunity and driving strategic decisions for marketing plans. If you need the latest numbers to help build/justify your mobile campaign, then you can’t miss this!

1. Produced by the Heartland Mobile Council
Don’t Call Me, I’ll App You
Mark Sneathen, SVP Client Consulting, Nielsen
@msneathen; @nielsen
Event hashtag #MobiU2013

2. #MobiU2013, @msneathen @nielsen
Mobile Insights from 2013
• Smartphones are everywhere (nearly)
• We love video…on any screen
• Don’t call me, I’ll app you
• Our shopping (& advertising) sidekick

3. #MobiU2013, @msneathen @nielsen
57% 60% 60%
67% 68%
72%
47%
52% 51% 54%
58%
62%
Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013
SMARTPHONEPENETRATION
HISPANICS
NON-HISPANICS
IN 2013, WE PASSED 60% SMARTPHONE ADOPTION
Among mobile subscribers, smartphone penetration is higher among Hispanics
SMARTPHONE PENETRATION AMONG MOBILE SUBSCRIBERS
Source: Nielsen Mobile Insights

4. #MobiU2013, @msneathen @nielsen
Tablet ownership growing rapidly
(but still lower than it might feel)
Source: Mobile Insights , NPOWER
13%
26%
Q2 2012 Q2 2013
% of homes with tablets
TABLET OWNERSHIP +2X IN PAST YEAR

5. #MobiU2013, @msneathen @nielsen
Video Penetration
Total Population, Q2 2013
Source: Nielsen, based on Total US Population, Persons 2+ for TV and Online, 13+ for Mobile, Q2 2013
Monthly Time Spent
Among Video Users (hh:mm)
MOBILE VIDEO
(PHONE)
5 4 5
ONLINE VIDEO 6 2 8
18%
TELEVISION 6 3 741
53%
95%
Source: Nielsen
Source: Nielsen People Meter, Nielsen Video Census, Mobile Video Report
:
:
:
5
Mobile video time per person not increasing
MOBILE VIDEO PENETRATION GROWING FAST –
37% AUDIENCE INCREASE IN PAST YEAR

6. #MobiU2013, @msneathen @nielsen
86%
of tablet
owners use
their device
while watching
TV
89%
of smartphone
owners use
their device
while
watching TV
CONSUMERS HAVE GONE MULTI-PLATFORM
While Watching TV:
~40% multi-screen daily habit

7. #MobiU2013, @msneathen @nielsen
40%of U.S. tablet and
smartphone users
visit a social network
while viewing
WATCHING TV “TOGETHER”
Source: Q4 2012 Mobile Connected Device Report
62.0
99.8
160.8
190.2
202.5
281.4
0
50
100
150
200
250
300
Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012
THE TWITTER TV CONVERSATION IS ACCELERATING
182% YOY growth in Tweets about TV (U.S.)
32 million Unique people
in the U.S. Tweeted
about TV in 2012

8. #MobiU2013, @msneathen @nielsen
“DON’T CALL ME, I’LL APP YOU”

9. #MobiU2013, @msneathen @nielsen
App
81%
Web
19%
App/Web Distribution of Time Spent
US, Smartphone, iPad, March 2012-2013
App
85%
Web
15%
App
77%
Web
23%
March 2012 March 2013 March 2013
APP USAGE ON SMARTPHONES IS INCREASING AT
THE EXPENSE OF MOBILE WEB

10. #MobiU2013, @msneathen @nielsen
WIDE VARIETY OF APPS DRIVING MORE
ENGAGEMENT
4:40
6:42
March 2012 March 2013
40.5
7.9
5.5
5.5
4.3
4.0
3.8
3.6
3.4
3.4
Facebook
Instagram
Gmail
Twitter
Candy Crush Saga
Google Maps
Chrome
Pandora Radio
Words With…
YouTube
Top 10 Apps by Total Minutes (billions)
US, Smartphone, March 2013
Time per Person per Week (hh:mm) - Apps
US, Smartphone, March 2012-2013
+44%

11. #MobiU2013, @msneathen @nielsen
13-17 18-24 25-34 35-44 45-54
VOICE MINUTES USED -26% -9% -5% -3% -5%
# OF BILLED
MESSAGES
SENT/RECEIVED
-21% -12% -8% 3% 11%
DATA USAGE (MB) 105% 57% 69% 61% 77%
Year Over Year Change in Mobile Phone Usage by Age
US, Mobile CVM, Q4 2011-2012
DATA USAGE REPLACING VOICE AND BILLED SMS/MMS

12. #MobiU2013, @msneathen @nielsen
SHIFTING HOW WE COMMUNICATE - 100%+
GROWTH IN LAST YEAR
3.4
12.9
25.9
4.7
9.3
21.6
1.7
3.9
11.8
March 2011 March 2012 March 2013
IM Portal
Text
Talk+Text
Mobile Messaging App Unique Audience (millions)
US, iPhone and Android, March 2011 – 2013
100%+

13. #MobiU2013, @msneathen @nielsen
Device usage while out
shopping or running
errands
88%
39%
17%
17%
14%
10%
6%
5%
5%
4%
4%
3%
eBay Mobile
Amazon Mobile
Groupon
shopkick
Best Buy
LivingSocial
Walgreens
Target
Craigslist…
RedLaser
Top 10 Shopping Apps – Active Reach %
US, iPhone and Android, March 2013
MOBILE DEVICES ARE PERSONAL SHOPPING
ASSISTANTS

14. #MobiU2013, @msneathen @nielsen
MOBILE AD & APP SPEND GROWING; 33% SPEND ON
ADS…BUT MOBILE AD SPEND LAGGING
Source: Nielsen, Gartner, eMarketer, Strategy Analytics, KPCB
2%
10%
Mobile Misalignment
% of Ad Spend % of Time Spent

15. #MobiU2013, @msneathen @nielsen
Online MobilePrintTV
TV advertising
builds brand
awareness
Provides frequency
of “reason to
believe”
communication
Provides
consumers with
additional
snapshots of
product value
proposition
Supports FSI
activity
Interact and
engage with
consumers
Provides
information and
coupons
Offers immediate
buy now
opportunity
Can leverage
location-based
messaging and
couponing
MOBILE COMPLEMENTS A MULTI-PLATFORM
CAMPAIGN
Awareness In Store
In store media supports
other channels to drive
purchase

16. #MobiU2013, @msneathen @nielsen
Advertising on this device is acceptable
20%
33%
47%
Smartphone
Tablet
Television
Source: Q1 2012 Mobile Connected Device Report
ONLY 1 IN 5 SMARTPHONE OWNERS BELIEVE ADS
BELONG ON THEIR DEVICE…VERSUS 1 OF 2 ON TV

17. #MobiU2013, @msneathen @nielsen
Source: Nielsen Mobile Connected Device Report
Agree
30%
Disagree
70%
30% of users
find ads with
custom location-
based offerings
more useful
CONCERNS ABOUT PRIVACY…RELEVANCY VALUED
Delicate balance between
placing relevant ads and
encroaching on privacy

18. #MobiU2013, @msneathen @nielsen
…BUT MULTI-PLATFORM DRIVES CAMPAIGN KPIS
Source: Nielsen Google XP Advertising Project, 2012
50%
74%
TV Only
TV + PC Video, Phone Video
and Tablet Video
Q2. You may have mentioned this already, from the list below do you recall seeing any advertisements for the following brands?
Nielsen-Google study
Adding Digital Video to TV campaign lifted Recall 40%+
Evolving media consumption habits mandate a multi-platform marketing approach

19. #MobiU2013, @msneathen @nielsen
CONSISTENT CAMPAIGN MEASUREMENT ACROSS
SCREEN IS NOW AVAILABLE
Use brand lift metrics for comparable effectiveness measures on all digital platforms
Include brand-building effectiveness of in-app mobile units in conjunction with online
and video
Use consistent metrics to improve media allocation across digital platforms, and thus
results
Brand Lift: 10% Brand Lift: 25% ??? ???Brand Lift: 45% Brand Lift: 40%
Illustrative

20. #MobiU2013, @msneathen @nielsen
2013 Mobile Trends Summary
Smartphones are everywhere, tablets rising
• 60% of US owns smartphone
• ~70%+ of Millennials, Multi-cultural groups own smartphone
• 26% of homes with tablets
1
Love our video!
• +37% mobile video viewers
• 40% daily habit of multi-screen
• But…still watch 24x more video on TV
2
Don’t call me, I’ll app you
• Apps are 85% of time spent
• 24MM+ people using messaging apps
• 100%+ growth for IM, Text, Talk+Text apps
3
Our constant (shopping & advertising) companion
• Close to 90% use smartphone while shopping
• 2% of ad spend on mobile…lagging 10% of time spent
• Don’t want mobile ads…but they work
4

21. #MobiU2013, @msneathen @nielsen
2014 WHAT’S NEXT…ONE PERSON’S OPINION
• Socially acceptable accessory….smartwatches
• A three hOrSe race…QWERTY farewell