1. Industry updates on key mobile trends
WEEK ENDING 10/05/2012
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2. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 10/05/2012
Mobile Trends
 Half of all U.S. adults now have a mobile connection to the web through either a smartphone or tablet,
significantly more than a year ago, and this has major implications for how news will be consumed and paid
for, according to a new survey of news use on mobile devices by the Pew Research Center's Project for
Excellence in Journalism (PEJ) in collaboration with The Economist Group. Report highlights include:
– Nearly a quarter (22%) of adults now own some kind of tablet computer -- double the number a year ago (11%), and
smartphone ownership has risen from 35% to 44%. As a result, half of all Americans now have mobile Internet access.
– Roughly 15% click on ads when getting news on either of these devices and about 7% actually purchase. That compares
favourably to desktop click rates that average well below 1%.
 Rich media mobile ads are delivering an engagement rate of 12.8%, on average, across all devices, platforms
and ad placements, according to a new report from Celtra. The report found that 67% of rich media ads
delivered on mobile platforms are expandable banner ads, 21% are interstitial and 12% are banner ads.
Additional report highlights include:
– 71% of rich media ads are delivered on smartphones and 29% on tablets.
– For retail, the second most used feature was social media - at 40% - followed by branding and presentation - 35% and the
engagement rate was 14.3%.
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3. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 10/05/2012
Mobile Trends (cont.)
 A new study commissioned by Say Media and conducted by comScore reports that rich media features, such
as product carousels, mapping and “lookbooks,” saw click-to-site rates three times as high as similar mobile
ads without these interactive tools. Video in mobile ads increased time spent. Additional report highlights
include:
– 61% of respondents researched a product on their mobile device before making the decision to buy, while 37% validated a
price at the point of sale.
– Nearly half had redeemed an offer using their mobile device.
– 44% have purchased goods on their mobile device; 30% have made a payment through a mobile app, such as Square or
Levelup.
– 63% have watched or posted a video on their mobile device.
 As many as 10,000 stores – mostly in the United States – will have indoor location technology
deployments in place by the end of this year, according to a new report from ABI Research.
– In-store location services are currently dominated by shopkick, which uses audio technology. However, ABI forecasts that WiFi
technologies will become dominant by 2015 as companies such as Cisco and Motorola build out their indoor location offering make it
easier and cheaper for retailers to adopt.
– By 2015, ABI expects WiFi to be followed by Bluetooth as the second most prevalent in-store location technology.
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4. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 10/05/2012
Mobile Trends (cont.)
 Google recently published a report on “The Meaning of Mobile,” which focuses on WHY the mobile space is
so powerful. An anthropologist interviewed dozens of mobile device owners and observed them as they
interacted with their smartphones.
– Here are 5 recommendations on how to be meaningfully mobile:
1. Start from the person up, rather than the brand down. One reason mobile storytelling hasn’t reached its potential is because the content
is frequently repurposed from other media, which have their own meanings. A television spot on a smartphone’s screen won’t resonate
the same way — and not only because of its size. People are creating their own stories around themselves, their friends, and their world —
so link your brand’s story to their stories.
2. Be as quicksilver as they are. We’ve become serendipity addicts, accustomed to a never ending flow of offers, discounts, events, and
invitations, each making us more excited for the next. The key for marketers is to join the flow in a manner that’s both unobtrusive (by
offering something of value) and also on brand.
3. Help people tell stories to their tribes. Telling someone a story is one thing; the key to making it go viral is to give them a story they can
share as their own with their tribe.
4. Exploit the Long Here and the Big Now. Chance can be cultivated; opportunity can be orchestrated; serendipity can be engineered.
Anchor your brand’s story in a particular moment in place and time and let them discover it — in effect becoming part of their stories as
well.
5. The future is local. Think beyond geo-targeting. Connect brands to local places, events, and landmarks, and offer to enliven and enrich
them.
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