1. Industry updates on key mobile trends
WEEK ENDING 8/24/2012
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2. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 8/24/2012
Mobile Trends
 According to a new study by Scanbuy/Marketing Charts, there were more than 16 million mobile barcode
scans in the second quarter of 2012 with more than 5.3 million scans in June, becoming the highest scan
month ever. Additional insights from the study include:
– Among mobile barcode scanners, half were aged 35 or older in Q2, a 22% increase over the first quarter.
– Those aged 35-44 have grown to a 24% share, from 20% in Q1, while the 45-54 set and 55+ bracket also represent a growing
proportion of barcode scanners.
– 69% of mobile barcode scanners were male in Q2, and the gender breakdown has not moved significantly from Q1, when
68% were male.
– QR code scanning activity was lowest in the morning, highest from 4pm to peak at 7pm.
 YouTube has introduced a new kind of ad for its mobile site. In short, the offering lets viewers decide
whether or not to watch a particular video ad. As a result, advertisers are only charged if the ad is
viewed.
– This type of ad, which YouTube calls TrueView, has been available on computers since late 2010. It is well-suited for
viewers using mobile devices, Google executives said, when they are often crunched for time and have little
patience for unwanted interruptions.
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3. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 8/24/2012
Mobile Trends (cont.)
 Swirl Networks is a startup in the mobile/local retail space, and in early days, they’re making a splash. They
currently exist with a website and free iOS app to help people find the best fashion deals closest to them, lead
them to physical stores to make purchases, and then share that experience with others.
– While a lot of mobile commerce startups are about mobile-based transactions, the distinctive point of Swirl is that it is
squarely focused on offline shopping. The personal shopping assistant will learn over time what it is that you like and what
you do not, and suggest products accordingly. Using Facebook integration, it will then share what you buy with your friends,
and let groups collaborate on shopping lists. That will help the app remain relevant to users, even on those days when they
are not shopping.
– It is hitting the ground running with 220 deals in place with major brands like Macy’s, Nordstrom, and Old Navy, covering
30,000 stores and 100,000 items in the U.S.
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4. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 8/24/2012
Mobile Trends (cont.)
 Advertising Age recently released their Mobile Marketing Fact Pact which includes content around mobile ad
spending, platforms and OEMs, penetration, behaviour, mobile ad networks and agencies. Fact Pact
highlights include:
– Spending is forecasted to increase more than $10 billion by 2016.
– By 2016, worldwide mobile internet spending will reach $23.6 billion.
– Google’s Android platform dominates, running on 51% of smartphones.
– 26.4 million US adults use mobile barcodes.
– 45% of tablet users shop on their device as opposed to 23% of smartphone users.
 Facebook has finally launched a major update for the iPhone and iPad app, drastically improving speed and
overall performance.
– The largest pain points — scrolling through the feed, photos and loading the app — will all be much faster. Also, Facebook
mobile developers working on the three separate iOS apps — Facebook, Camera and Messenger — are all now sharing a code
base with each other, so Messenger and Camera are actually running inside of the proper Facebook app, bringing many of
those features to Facebook for iOS. (As a bonus, a shared code base means faster development cycles, so we’ll probably see
improvements sooner.)
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