Ji wire

InsightsJiWireMobileAudienceInsightsReport
Q12013

JiWireMobileAudienceInsightsReport
Q12013
Source: JiWire, Q1 2013
Key Insights
Multi-Device Adoption & Behaviors 2-4
Travel Research & Purchase Behaviors 5-7
Mobile Audience & Location Trends 8-10
Connected Device Adoption 11-12
Worldwide Location Highlights 13-14
OurQ1reportfocusesonunderstandinghowmobileistransformingconsumerbehaviorswithrespecttothetravel
and hospitality industry. We did so by examining consumers’ location & mobile adoption and behaviors, as well as
connected device adoption andWi-Fi usagetrends.
Our research identified several important industry insights, a few of which uncover behaviors contrary to travel
industry beliefs. The first is a significant increase in consumer cross-device behavior. The second area considers
why and how active mobile consumers research and book travel-related reservations looking at mobile apps vs.
mobilesiteandloyaltyvs.promotions.Thethirdhighlightsaggressivetabletadoptioningeneral,andwhenitcomes
topublicWi-Fiusage.
Key findingsinclude:
• Nearly 50% of active mobile consumers use their smartphone and tablet for travel research.
• 44% of consumers are comfortable spending over $500 when booking travel from a mobile device.
• Smartphone & tablet usage of public Wi-Fi increased to 60% of all public Wi-Fi connections.
• Travel aggregator & airline apps are 3x more important than branded hotel apps & mobile sites for consumer
research & purchase.
52% of consumers used
a mobile device to book
travel in the last 90 days
1
52%

Q12013
The percentage of people using smartphones & tablets to research travel-related services is almost equal
to laptops
• Almost 50% of active mobile consumers are using smartphones & tablets for travel research, showing a rapid adoption
of mobile devices for travel services and indicating a shift away from laptops.
• While laptops remain the preferred device for travel-related purchases, mobile devices are showing strong adoption with
27% already saying they use their smartphone to make travel-related purchases.
44% of consumers are willing to spend $500+ when booking a travel-related purchase from their mobile device
• 30% spend $100-499, which could include restaurants, entertainment, hotel & flight deals.
• Only 13% of consumers indicate they don’t make travel purchases with their mobile device.
How People Use Mobile Devices for Travel-Related Research and Purchasing
Which devices do you use to research
and make travel purchases?
How much are you willing to spend on travel when
making a purchase from your mobile device
(smartphone or tablet)?
Smartphone
Tablet
Laptop
Source: JiWire, Q1 2013 Source: JiWire, Q1 2013
Research Purchase Less than
$100
$100-
$499
$500-
$999
$1,000-
$1,499
$1,500-
$1,999
$2,000+ None
48% 49%
56%
27%
39%
63%
13%
30%
23%
11%
5%
5%
13%
2

Q12013
Cross-Device Research & Purchase Behaviors Vary by Device
48%
49%
56%
48% research on
their smartphone
Of that 48%
Of that 49%
Of that 56%
Book on
smartphone
Book on
smartphone
Book on
smartphone
Book on
tablet
Book on
tablet
Book on
tablet
Book on
laptop
Book on
laptop
Book on
laptop
49% research on
their tablet
56% research on
their laptop
40%
30%
31%
48%
54%
39%
71%
67%
75%
Source: JiWire, Q1 2013Source: JiWire, Q1 2013
3
A look at research and purchase behaviors revealed significant cross-device activity through the purchase
funnel for travel services
• Of those researching on a smartphone, almost half (48%) report booking on a tablet.
• Of those researching on a laptop, 31% report booking on a smartphone.
Despite active multi-device usage, there is a strong correlation between the device consumers use to
research & purchase
• The highest purchase percentage for smartphones came from those who also researched on smartphones. The same
correlation applies for tablets and laptops.
Travel Research Behavior By Device Travel Purchase Behavior By Device

Q12013
How Consumers Have Used Their Devices For Travel in the Last 90 Days
Which devices did you book travel
on in the last 90 days?
23%
29%
52%
6%
13%
34%
47%
48%
Smartphone Tablet Laptop
Percentage that used only one device
to book travel in the last 90 days
4
52% of consumers used a mobile device when booking travel in the last 90 days
• Usage is shifting toward mobile devices, with smartphones and tablets representing 23% and 29% respectively.
Withinthelast90days, the majorityofconsumersusedmultipledevicestomaketravel-relatedpurchases
• 47% of travel purchases were done across multiple devices, however 34% used laptops specifically.
• 19% used only a mobile device to book travel.
Smartphone
Only
Tablet
Only
Laptop
Only
Multiple
Devices

Q12013
Do you make reservations for a
current trip while traveling?
Do you make reservations for a
future trip while traveling?
If you do research or make a purchase while
traveling, which devices do you use?
Source: JiWire, Q1 2013Source: JiWire, Q1 2013
Research Purchase
Yes
No
Yes
No
33%
44%
67% 44%
29%
40%
35%
52%
50%
56%
5
How Consumers Book Travel While Traveling
Consumers are making last-minute purchase decisions while traveling
• 67% of travelers make reservations for their current trip while traveling.
• 56% make travel-related reservations for a future trip while traveling.
Consumers are using mobile to book travel while traveling
• Nearly one third of travelers use their smartphone or tablet to purchase while traveling compared to 50% using a laptop.
• 44% use their smartphone & 40% use their tablet to research travel while traveling.
Smartphone Tablet Laptop

Q12013
LoyaltyRewards
Com
panyPolicy
DealsorProm
otions
Brand
Favorability
Co-branded
CreditCard
Loyalty
Rewards
Company
Policy
Deals or
Promotions
Brand
Favorability
Co-branded
Credit Card
What influences your decision-making when booking travel?
6
35.1%
31.6%
34.5%
24.4%
32.7%
43.1%
31.3%
28.2%
24.7% 26%
Key Influencers of Business & Leisure Travelers’ Purchase Decisions
Business Travelers and Leisure Travelers are influenced differently when making purchase decisions
• For Business Travelers, loyalty rewards are the #1 influencer, followed by company policy.
• Deals or promotions influence both types of travelers, but are the #1 influencer for Leisure Travelers, over 10% higher
compared to Business Travelers.
• Around one third of both travel groups book based on their loyalty rewards programs & 25%-26% because of their branded
credit cards.
Business Traveler Leisure Traveler

Q12013
TravelAggregatorApp
Branded
AirlineApp
TravelAggregator
M
obileSite
Branded
Airline
M
obileSite
Branded
HotelApp
Branded
Hotel
M
obileSite
If you book travel on your smartphone or tablet, which of the
following is most important for research & booking?
7
Business Traveler Leisure Traveler
37%
32% 32% 33%
10%
9%10%
9%
7%
5%
12%
4%
Travel
Aggregator
App
Travel
Aggregator
Mobile Site
Branded
Airline
App
Branded
Airline
Mobile Site
Branded
Hotel
App
Branded
Hotel
Mobile Site
How Travelers Use Mobile Apps & Sites
Mobile apps dominate consumer preference when it comes to travel & hospitality
• Travel aggregator & airline apps are 3x more important than branded hotel apps & mobile sites for consumer
research & purchase.
• In each category (e.g. travel aggregator, branded airline, etc.) apps were deemed more important than the same service
via a mobile site.

Q12013
Brand Comparison of Audiences Using Location Data
Top Big Box: Home Depot
Top QSR: Subway
Top Restaurant: Applebee’s
Top Electronic Retailer: Radio Shack
Top Bank: Bank of America
1
2
3
4
5
Top Big Box: Costco
Top QSR: McDonald’s
Top Restaurant: Bubba Gump’s
Top Electronic Retailer: Radio Shack
Top Bank: Chase
1
2
3
4
5
Comparing two travel & hospitality brands, we identified significant differences in their audiences:
46%
56%
55%
90%
54%
44%
35%
21%
62%
49%
14%
9%
31%
45%
Male Male
Parents Parents
Female Female
College
Students
College
Students
Business Business
Tech
Enthusiasts
Tech
Enthusiasts
Leisure Leisure
Who are Best Western customers? Who are Holiday Inn customers?
Top Locations that Best Western
Customers Frequent
Top Locations that Holiday Inn
Customers Frequent
8

Q12013
Brand Comparison of Audiences Using Location Data
Comparing two travel & hospitality brands, we identified significant differences in their audiences:
(cont.)
9
Household Income in the $1,000’s Household Income in the $1,000’s
Frequency & Loyalty Frequency & Loyalty
1%
49% spend over 5 nights per
60 days at a Best Western
54% spend over 5 nights per
60 days at a Holiday Inn
6% of Best Western patrons go
to at least 1 other hotel chain
60% of Holiday Inn patrons also go
to at least 1 other hotel chain
49%
54%
6%
60%
$0 – $50
$50 – $100
$100 – $150
$150 – $250
$250K plus
$0 – $50
$50 – $100
$100 – $150
$150 – $250
$250K plus
44% 46%
41% 42%12% 7%
2%
1% 3%

Q12013
33%
How are Consumers Connecting to Wi-Fi?
10
Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013
TabletSmartphone Laptop
14%
17%
16%
19%
22%
31%
35%
40%
39%
38%
55%
48%
44%
42%
40%
Growth in the ratio of
mobile connections,
year over year
Decline in the ratio of
laptop connections,
year over year
27%
Connected Device Trends: Public Wi-Fi Usage
Mobile devices grew from 45% to 60% of Wi-Fi connections year over year, a 33% lift
• 60% of all public Wi-Fi usage was represented by mobile devices, with smartphones at 38% & tablets at 22%.
• Laptop usage decreased to 40% of usage, a relative decrease of 27% year over year.
For the second quarter in a row, tablet growth surpasses both smartphone & laptop growth
• Smartphone & laptop connections declined from 39% to 38%, and 42% to 40% quarter over quarter respectively.

Q12013
Hotel
Q1 2012 Q1 2013 Q1 2012 Q1 2013 Q1 2012 Q1 2013 Q1 2012 Q1 2013 Q1 2012 Q1 2013
Mall AirportsRestaurantsCafé
Percent of Wi-Fi Connections by Device & Location
11
Smartphone Tablet
28%
14%
35%
23%
53%
9%
57%
13%
50%
11%
56%
15%
73%
7%
9%
81%
27%
22%
37%
28%
Connected Device Adoption: Public Wi-Fi Usage
Both smartphone & tablet connections continue to grow quarter over quarter, and year over year
• While tablet usage is highest at airports (28%), the growth in tablet usage was highest at hotels (64%) and cafés (44%).
• Smartphone Wi-Fi usage is highest at restaurants (81%).
• The highest growth in smartphone usage was at airports (37%) & hotels (25%).

Q12013
Top 10 Wi-Fi Mobile Devices: Q1 2013 Top Wi-Fi Mobile OS: Q1 2013
1 Apple iPhone 32.4% 1 - 10.0%
2 Apple iPad 31.1% 2 + 9.1%
3 Apple iPod Touch 5.7% 3 - 10.5%
4 Samsung Galaxy S III 5.7% 4 + 23.0%
5 Kindle Fire 2.6% 6 + 14.0%
6 Samsung Galaxy S II 2.5% 5 - 2.9%
7 Samsung Galaxy Tab II 1.3% 146 + 18.1%
8 Samsung Galaxy Note II 1.0% 72 + 25.5%
9 Droid Razr 4G 0.8% 10 + 8.1%
10 Nexus 7 0.6% 123 + 7.1%
1 iOS 69.0% 1 + 0.9%
2 Android OS 28.5% 2 + 2.2%
3 RIM OS 1.6% 3 - 36.2%
4 Windows OS 0.6% 4 - 16.9%
5 Symbian OS 0.1% 5 - 50.0%
6 Linux OS 0.1% 6 - 34.4%
7 WebOS 0.1% 7 - 0.5%
Q1
Rank
Q1
Rank
Mobile Device Top 10 Mobile Device OSQ1 2013
% of Ad
Requests
Q1 2013
% of Ad
Requests
Q4 2012
Rank
Q4 2012
Rank
% Change in
Market Share
% Change in
Market Share
Note: JiWire measurement includes all mobile device types in order to provide
a complete view of how the on-the-go audience is connecting. * OS: Operating System.12
Connected Device Adoption: U.S. Highlights
Samsungdevices claim 4 ofthe top10spotsformobiledevicesconnectingtopublicWi-Fi
• Apple devices remain in the top 3 spots, with iPhone, and iPod Touch accounting for 69.2% of market share.
TheKindleFirecontinues to remain thestrongest challengertotheiPadinthetabletmarketsegmentiOSand
Androidcontinue to dominate the marketasthetopWi-Fimobileoperatingsystems
• Furthermore, Android is consistently increasing market share for the third quarter in a row.

Q12013
Worldwide public Wi-Fi locations declined in Q1 2013 due to database updating of Wi-Fi providers
• Quarterly growth of 0.78% from Q3 2012 to Q4 2012.
• Annual growth of 20.1% from Q4 2011 to Q4 2012.
Worldwide public Wi-Fi locations:
2009 – 2013
Worldwide quarterly growth in
public Wi-Fi locations:
776,556
813,953
820,262 817,793
289,476
414,356
682,929
820,262 817,793
2009 Q2 20122010 Q3 20122011 Q4 20122012 Q1 2013 YTD2013 YTD
13
Worldwide Location Highlights: Public Wi-Fi Locations

Q12013
Public Wi-Fi business models: Worldwide Q1 2013
Public Wi-Fi business models: U.S. Q1 2013
1 South Korea 186,759 1 + 0.16%
2 United Kingdom 182,640 2 0.0%
3 United States 130,616 3 - 2.60%
4 China 104,106 4 0.0%
5 France 35,433 5 0.0%
6 Taiwan 24,148 6 0.0%
7 Russian Fed. 16,829 7 0.0%
8 Japan 15,735 8 - 0.01%
9 Germany 15,105 9 0.0%
10 Sweden 9,546 10 0.0%
Q1
Rank
Country Q1 2013
Number of
Locations
Q1 2013
Rank
% Change
Paid
Free
Paid
Free
21.9%
18.3%
78.1%
81.7%
14
Worldwide Location Highlights: Public Wi-Fi Locations
Free locations continues to see growth in the U.S., up 2.8% from 78.9% in Q4 2012
• Free locations in the U.S. continue to increase, while free locations Worldwide have remained between 19 – 25%.
South Korea remained in the #1 spot for the second quarter in a row

Insights
JiWireMobileAudienceInsightsReport Q12013
The Q1 Insights Report highlights recent mobile market audience usage trends offering advertisers
insights they can apply to their mobile strategies and campaigns. This quarter focused on the travel &
hospitalitymarket.
JiWire is the pioneer of and leading location-powered mobile advertising and data platform, leveraging
proprietaryhistoricalandpresentdataenablingadvertiserstoeffectivelyengagetheirdesiredaudience
acrossallmobiledevicesatscale.JiWirehasbeenaninnovativeleaderinevolvingmobileadvertisingand
delivering mobile audiences since 2003. Our data platform creates unique audience profiles from 12.3
billionlocationtagsacross700milliondevicesincludingsmartphones,tabletsandlaptops.
Forquestions,interviewrequests,additionalinfoortomakerecommendationsforfuturereports,
pleasecontactusatInsights@jiwire.com.
Methodology:
JiWire’s Mobile Audience Insights Report is based on data compiled from multiple proprietary sources; a survey of more than
1,300 randomly selected customers from across JiWire’s combined Wi-Fi and mobile advertising platform. The report is based on
data collected in March ‘13. Quarterly public Wi-Fi location rankings and business model distributions are based on the final day
of the quarter.

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