1. Mobile Path-to-Purchase Study:
Understanding Restaurant, Travel and Auto
Shoppers
August 21, 2012
Dave Gill
VP Emerging Media

2. About this Report
Background:
• xAd, Inc and Telmetrics partnered with Nielsen to produce this first-to-
market study
• Study is part of a 3-part series which includes:
• An online survey of over 1,500 Smartphone, and Tablet users who reported that they had done a
mobile activity on their device in the Restaurant, Travel, or Automotive category in the past 30
days
• Survey findings were supplemented by data from Nielsen’s Smartphone Analytics panel of 6,000
iPhone and Android users which tracks mobile Smartphone behaviors on a daily basis
Objectives:
• This custom study was designed to uncover the actual mobile activities and
behaviors among Restaurant, Travel, and Automotive mobile users to
understand how to best engage these consumers through mobile advertising
2
Copyright © 2011 The Nielsen Company. Confidential and proprietary.

3. Key Findings
• Tablet and Smartphone user’s exhibit different behaviors most of
the time
– Smartphone’s over indexed in activities related to finding and contacting
businesses and are primarily on the “go”
– Tablets over index in more research related activities like price comparisons,
looking up reviews etc, and are more likely research in the home
• While purchase intent across all categories was strong, how much
time passes before consumers take action is unique to each
vertical - showing that consumers may be at different stages in the
purchase process when accessing mobile
• Across the main categories studied – distinct profiles of mobile
users were identified exhibiting various demographics, needs and
behaviors showing that mobile can not be a “one-size-fits-all”
approach…not even at the category level
• Local Relevance and Local Offers were key to mobile conversions
3
Copyright © 2011 The Nielsen Company. Confidential and proprietary.

4. Breaking down the Mobile Shopper Universe
Have Done Mobile Shopping on Smartphone or Tablet
No
21%
Yes
79%
Mobile Shopping Activities Among All Smartphone and Tablet Owners
73%
66%
62%
57% 56%
52%
45%
42% 42% 42%
36%
29% 27%28%
23%25% 22%
16%
11% 11%
sing store locator to find Researching item before purchase
Checking price
store Reading review of recent/future purchase mobile coupon item on device for paymentWriting a review of a purchase
Using lists while shopping Purchasing Using device
Using Using social media to comment on purchase
Smartphone Tablet
4
Questions used: CQ8: Which of the
Copyright © 2011 The Nielsen Company. Confidential and proprietary. following activities have you done in the
Q1 2012 Mobile Shopper Report past 30 days using your mobile device?

5. Time: Decision windows look different across
categories and devices
How Quickly Respondent Looking to Make Decision by Device
3% 1% 7%
7% 15% 16% 15% 16%
20%
25% 16% 9% 13%
20% 40%
29%
35% 42%
34% 19%
18%
15% 16% 29%
13%
11%
30% 9% 9%
20%
11% 15% 14%
9%
Restaurant Travel Automotive Restaurant Travel Automotive
Smartphone Tablet
Immediately Within hour
Within day Within month
Longer than within month Wasn't looking to book anything
Questions used: 5
CQ18A, CQ18B, CQ18C: Still thinking
of this most recent visit, how quickly
Copyright © 2011 The Nielsen Company. Confidential and proprietary. were you looking to go to a restaurant/
book a flight or reservation/ make a

6. Place: Location as an indicator varies by category
Location During Use of App/Website by Device
2%
3%
1% 1%
3%
2% 1%
2% 2% 1%
2%
3% 2%
1%
1%
1%
1%
1% 2% 1%
1% 8% 1%
1%
2% 1% 6% 8%
11% 3%
1% 4%
1%
28% 2% 8% 9%
42% 7%
51%
6%
4%
5%
15%
11%
8% 75% 73%
68%
2%
6%
37% 34%
24%
Restaurant Travel Automotive Restaurant Travel Automotive
Smartphone Tablet
Home Work School
Outside Car Store
Public Trans Restaurant/bar Hotel
Airport Car dealership Gas station/Mechanic/Body shop
Other
6
Question
Used:CQ16A, CQ16B, CQ16C: Where
Copyright © 2011 The Nielsen Company. Confidential and proprietary. were you when accessing the
website/app on your

7. But device doesn’t appear to predict conversion
Made a Purchase Related to Visit on App/Website by Device
16% 15%
51% 52% 48%
57%
84% 85%
49% 48% 52%
43%
Restaurant Travel Automotive Restaurant Travel Automotive
Smartphone Tablet
Yes No
7
Questions used:
CQ19A, CQ19B, CQ19C: Did you
Copyright © 2011 The Nielsen Company. Confidential and proprietary. eventually make a purchase related to
your visit to the App/Site on your

8. Who is the Mobile Travel Shopper/User?
0% 10% 20% 30% 40% 50% 60% 70% 80%
Male 52%
Gender
Female 48%
18-24 18%
25-34 27%
Age 35-44 21%
45-54 16%
55 + = mobile shopper norm
18%
<$25k 13%
$25k to <$50k 19%
HH Income $50k to $100k 34%
$100k to $150k 21%
$150k+ 12%
Some high school
6%
Completed high school or equivalent
9%
Some college (but no degree) 29%
Education 12%
Associates degree
Bachelors degree 29%
Graduate degree 16%
White / Caucasian 72%
Black / African-American 12%
Ethnicity Asian/Pacific Islander 7%
Mixed Race 3%
Other 6%
8
Copyright © 2011 The Nielsen Company. Confidential and proprietary.

9. Demos only tell a part of the story
Through analyzing travel behaviors of 6,000 Android and Apple users
the Mobile Path-to-Purchase study uncovered (4) distinct mobile
travel user profiles.
Mobile Mix
THE PRICE HUNTER FREQUENT TRAVELER THE RESEARCHER LOCAL TRAVELER
Heavy user of social and Business Traveler Mobile Media Multi-Tasker ● Heavy user of local apps
search ● Deal seeker Extraordinaire ● Focused Highly Affluent ● Middle America
Searcher ● Loyalist
9
Copyright © 2011 The Nielsen Company. Confidential and proprietary.

10. Maps/Nav key component of travel research
Combined Web-App Reach % by Sub-Category - Travel
US, Android and iPhone, April 2012
85%
31%
12% 9% 8% 7%
Maps/Navigation Multi-Category Travel Airlines Hotels Travel Destinations Ground Transportation
10
Copyright © 2011 The Nielsen Company. Confidential and proprietary.

11. Sub-category data shows differences in access
Evidence of Apps
driving utility and
function for an
established
research pattern
11
Copyright © 2011 The Nielsen Company. Confidential and proprietary.

12. In Food/Dining category, DIY creates opportunity
Combined Web-App Reach % by Sub-Category – Food, Dining & Cooking
US, Android and iPhone, April 2012
20%
19%
16%
9%
Multi-Category Food Restaurants Recipes/Cooking CPG & Grocery Brands
A Restaurant state-of-mind is really a decision about trade-offs to solve for Hunger
12
Copyright © 2011 The Nielsen Company. Confidential and proprietary.

13. Sneek Peek – Mobile and Food/Dining
RESTAURANT LOYALIST HOME CHEF RESTAURANT RESEARCHER DIRECT TO ORDER
Heavy user of social and Recipes, Cooking Tips, and Focused searcher ● Picks Busy, on the go ●
search ● Deal seeker Groceries ● Heavy mobile web one preferred service and Manage life through
usage uses it heavily phone
(stocks, weather, news,
etc)
index 108 Male
53% Female (109 index) 59% Male (114 index)
index 103 Hispanic
29% 18-24 72% Female (index 148)
Min/person/mo 27:56
129 index Student 38% 25-34
Educated (45% bachelors or
postgrad degrees) 61% employed full
time (index 121)
63% Female (129 Index) 20% homemakers (index 172)
index 102 Male
18% 18-24 Unmarried index 114
index 87 Hispanic
161 index Homemaker Hispanic index 107 Hispanic Index 131
Min/person/mo 08:02
13
Copyright © 2011 The Nielsen Company. Confidential and proprietary. Nielsen Smartphone Analytics

14. Local relevance and promotions drive engagement
Advertising Most Likely to Click on (Top 3) by Device
73% 72%
70% 69%
65%
59%
55%
52%
15% 16% 14% 13%
8% 8% 7%
4%
Ad that's locally Ad that offers Ad that features a Ad that doesn't Ad with phone Simple text ads An ad that’s Ads that
relevant to me coupon/promotion brand I know take me outside number/clear way interactive incorporate
app/website of contact multimedia
Smartphone Tablet
14
Copyright © 2011 The Nielsen Company. Confidential and proprietary.

15. Mobile Path-to-Purchase Study:
Understanding Restaurant, Travel and Auto
Shoppers
For more information:
www.mobilepathtopurchase.com
david.gill@nielsen.com