Marketers have been paying attention, and are utilizing the activity on multi-screens to push their brands in several ways: by leveraging the small screen during big live events, by incentivizing ad engagement, by gamifying ads etc. Find out how to exploit the full potential of the multi-screen viewing experience and succeed in this new era of personalized marketing.

1. InMobi | June 12th, 2013
Mobile and Multi-Screening

2. Agenda ‣ About InMobi
‣ Research Objectives and Methodology
‣ Media Consumption & Multi-screening
‣ Understanding the Motivations of Multi-
screening
‣ Impact of Mobile on Purchase Behavior

3. About InMobi

4. InMobi enables brands, publishers, and developers to engage
global consumers through mobile technologies

5. 578M mobile consumers 93.4B impressions per month 165 countries
InMobi touches 40% of mobile Internet users globally,
on average 200 times a month through 26,000+ sites and apps
North America
119 M
NORTH AMERICA
149 M
EME
246 M
JAPAC
Africa
35 M
AFRICA
Latin America
22 M
LATIN AMERICA

6. InMobi is in MIT’s top 50 disruptive companies of 2013

7. Methodology

8. Research
Objectives
‣ Understand consumer media
consumption behavior around the
world
‣ Keep up to date with new trends
and track changes over time
‣ Find what’s working and what
resonates well with consumers

9. Methodology
‣ Survey distributed on-device through InMobi’s
global mobile ad network, and administered
through Decision Fuel and On Device Research
mobile web platforms
‣ Results targeted to be representative of mobile
population with full range of OS and device types
‣ Wave 1 fielded in Q2 and Q3 of 2011
‣ Total sample of n=23,165
‣ Wave 2 fielded in Q2 and Q3 of 2012
‣ Total sample of n=16,700
‣ Conducted qualitative interactions diary in the
US
‣ Required participants to check in and answer 4
questions when using mobile phone
‣ Total sample of n=117

10. Media Consumption
and Multi-screening

11. ABOUT A QUARTER OF MEDIA CONSUMPTION TIME IS ON MOBILE

12. 102
86
79
37
33
30
6.2HOURS
OF MEDIA PER DAY
THE AVERAGE MOBILE WEB
USER IN INDIA CONSUMES
Using mobile
(ex SMS/calls)
Watching TV
Listening to Radio
Online via
desktop/
laptop
Reading
Magazines /
Newspapers
Sample size: n=2,004
Tablet
devices
minutes
minutesminutes
minutes
minutes
minutes

13. Base: Global Average, n=12,723
21%22%22%23%24%24%
27%27%27%28%28%28%28%
32%
Daily Media Time - % Spent on Mobile

14. 63%of mobile web users in
India engage in mobile
media activities while
watching TV
Sample size: n=2,004

15. 11%
8%
11%
11%
18%
26%
49%
57%
Other
Shopping online
Seaching for content not related to what you are watching
Searching for information about the show you are watching
Searching for information about products you see on TV
Playing games or listening to music
Text messaging/ Instant messaging
Social Networking (e.g. Facebook, Twitter, etc.)
Sample size: n=1,371
How do you typically use your mobile while watching TV? (top 2 activities)
Social networking is the main activity while watching TV,
followed by text messaging

16. 35% 32% 18%
50%
Mostly via
desktop
Evenly split
between both
Mostly via mobile
50% now use mobile as either
their primary or exclusive means
of going online
‘How do you typically go online to surf the web?’
Only via
mobile
Base: Global Average, n=14,632

17. COMMUNICATION
Email, Facebook, Twitter etc.
68% 22%
SHOPPING
Travel, purchases, banking etc.
20% 34%
For mobile web users, mobile is the preferred device to be used for entertainment,
entertainment and search
ENTERTAINMENT
Videos, games, music etc.
51% 16% 23%
GETTING INFO
Sports, news etc.
42% 17% 20%
Sample size: n=2,004

18. Understanding the
Motivations of Multi-
Screening

19. 41%
31%
27%
21%
13% 10%
It's easy to
use
It's always
there
I can use it
privately
Saves
money
Boredom I don't own a
computer
“It’s easy to
use”
41%
“It’s always
there”
31%
WHY?
Sample size: n =1,579

20. Impact on Purchase
Behavior

21. WHERE?
31% in a
meeting
or class
55% social
event
81%
Waiting
for something
82%
Lying in bed
51% Spending
time with family
22% in the
bathroom
61% Commuting
51%
Shopping
63% While
watching TV
Sample size: n=2,004
Mobile is becoming an important companion,
particularly for the in between times

22. Mobile is on par with TV
in impacting purchase decisions
0% 10% 20% 30% 40% 50% 60%
11%
Which two forms of media most impact your purchasing decisions?
41%
48%34%
4%
17%
Sample size: n=1,668
44%

23. 19%
16%
29%
36%
No opinion, I don't think much about
ads on my phone
Less comfortable, I find them
intrusive
Equally comfortable, I'm getting used
to seeing them
More comfortable, I find them to be
very useful
Compared to other forms of advertising like TV or online, how
comfortable are you with mobile web and mobile app advertisements
(not SMS)?
Sample size: n=1,930
of mobile users are as comfortable with mobile
advertising as they are with TV or online advertising65%

24. Thank you!
www.inmobi.com/insights