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JiWire Mobile Audience Insights Report
Q2 2011
Table of Contents
Location Based Trends
3-5
Mobile Shopping Behavior
6-7
Connected Device Trends and Adoption
8
Special Report: United Kingdom
9-12
Worldwide Location Highlights
13-15
Consumers plan to use their mobile
devices for holiday shopping equally
or more than Q4 2010
Source: JiWire, Q2 2011
The Q2 Mobile Audience Insights Report examines location-based engagement, mobile shopping behaviors,
connected device trends and adoption, and public Wi-Fi trends. In addition to our normal Insights topics, this
quarter we examined two key emerging trends in the location and mobile markets. The first area looks at
device consumption habits and how consumers are adapting while on the go. The second key area is
the growth of mobile commerce, and how mobile will impact the holiday shopping season. Several key highlights
include:
•  The average mobile consumer owns 2.4 devices per person showing that consumers are rapidly becoming
multi-device owners
•  60% of adults under 34 are willing to share their location for more relevant content
•  92% purchase at least one local deal per month, with 78% spending $50 or less on each purchase
Source: JiWire, Q2 2011
1
JiWire Mobile Audience Insights Report
Q2 2011
Location-based trends: Device ownership
90%
Which of the following devices do you own?
58%
32%
23%
Laptop
Smartphone
Tablet
mp3
17%
Gaming
Device
16%
eReader
12%
Netbook
Source: JiWire, Q2 2011
On average the
mobile audience
owns
2.4
devices
Source: JiWire, Q2 2011
Key Insights
Most mobile consumers owns laptops and smartphones:
•  In the second quarter nearly all those surveyed own a laptop, more than half own smartphones and a third also
report owning Tablets
•  58% of on-the-go consumers own smartphones, compared with 35% ownership among all U.S. adults*
•  This device diversification has given consumers more ways to connect with while outside the home or office. In Q2
2011 consumers own between 2 to 3 devices, averaging at 2.4 devices per person
Source: JiWire, Q2 2011
*Source: Pew Internet & American Life Project: 35% of American Adults Own a Smartphone
2
JiWire Mobile Audience Insights Report
Q2 2011
Location-based trends: Sharing location information
Demographic
Age
Breakout Breakdown
Yes
No
<24
58%
42%
25-34
60%
40%
35 - 44
49%
51%
45 - 54
53%
47%
55+
44%
56%
No
Yes
Consumers willing to share location on mobile
devices for more relevant content Source: JiWire, Q2 2011
Source: JiWire, Q2 2011
Key Insights:
53% of all respondents are willing to share location information in exchange for relevant content:
•  People willing share location for more relevant content increased to 53% in Q2 2011 from 51% in Q1 2011 amidst
recent news and coverage around privacy
•  Adults ages 34 and under are more willing to share location information, with 60% responding ‘Yes’ compared with
approximately 50% of those 35 and older
•  UK trends higher - 69% of those surveyed agree to share location info (see slide 11 in UK Special Report)
Source: JiWire, Q2 2011
3
JiWire Mobile Audience Insights Report
Q2 2011
Location-based trends: Proximity marketing
What is the most important information about a brand when
you are near a retail or product location?
29%
24%
21% 20%
Distance from Location
18%
15%
13%
1 Mile
15%
12%
11%
10 Miles
9%
9%
2%
Current sales and
Sales
and
promotions
Promotions
Customer reviews
Customer Reviews
Directions to nearest
Directions
location
Product Info
Product Info
Product Availability
Product
Availability
Coupons
Coupons
2%
Ability to set an
Ability
to set an
appointment
appointment
Source: JiWire, Q2 2011
Key Insights:
Demand for specific information is consistent at 1 and 10 miles:
•  Consumers are 3x more likely to respond to sales and promotional offers over coupons regardless of proximity
•  Differences begin to emerge at 10 miles in the directions and product availability categories compared to 1 mile
•  In Q4 2010 53% those surveyed reported that sales, promotions and coupons would most likely encourage them
to visit a retail store
•  Trends are consistent among all respondents, regardless of whether they live in urban, suburban or rural areas
Sources: JiWire, Q2 2011 and JiWire, Q4, 2010
4
JiWire Mobile Audience Insights Report
Q2 2011
Mobile shopping behavior: U.S. holiday shopping trends
What would make your holiday shopping
most convenient when using a mobile device?
Do you expect to use your mobile device more or less
this holiday season for your shopping needs?
31%
27%
More
17%
10%
Same
10%
5%
Less
Not at All
Compare
Prices
Research Coupons Locate Stores Purchase
Other
or Read
&
& Check
Products
Reviews Promotions Availability
Source: JiWire, Q2 2011
Source: JiWire, Q2 2011
Key Insights:
Consumers expect to use their mobile devices more for holiday shopping this year:
•  80% of on-the-go consumers plan to use their mobile devices equally or more for holiday shopping this year, with 52%
planning to use their devices more than in Q4 2010
•  By comparison, 59% were estimated to use mobile devices for holiday shopping in 2010* accounting for 28% of total
holiday shopping and $127B in revenue**
•  Highest ranked categories regarding mobile convenience are in early stage research and evaluation, with 58%
interested in price comparison, research and/or reviews.
Source: JiWire, Q2 2011
*Source: US Mobile Marketing Association MORE THAN HALF OF U.S. CONSUMERS PLAN TO USE THEIR MOBILE PHONE FOR HOLIDAY SHOPPING (NOVEMBER 2010)
**Source: IDC Retail Insights ”IDC Retail Insights Survey Reveals Mobile Shopping Warriors Will Account for 28% or $127 billion of Overall 2010 Holiday Spending”
5
JiWire Mobile Audience Insights Report
Q2 2011
Mobile shopping behavior: Local deal distribution
How do you prefer to get promotions, deals, etc.
delivered to you?
On average, how much are you spending
on each local deal you purchase?
3% 2%
10%
Email
6%
38%
19%
22%
78%
Female
Male
Website
<$25
63%
48%
Mobile Apps
$26-$50
37%
52%
4%
4%
14%
None of the Above
Newspapers
Social Media
SMS
Source: JiWire, Q2 2011
Less than
$50
$50 - $75
$75 - $100
$100+
Source: JiWire, Q2 2011
Key Insights:
1 in 5 consumers prefer to receive promotional offers through mobile-specific media channels:
•  Mobile apps garner the majority of mobile promotional distribution
•  Email remains the lead distribution channel however interest declined from 52% in Q1 2011 to 38% in Q2 2011
•  92% of consumers purchase at least one local deal per month, with 78% spending $50 or less on each purchase
•  Restaurant deals are the most popular across genders. After restaurants, men’s top 3 purchases include retail, events
and fitness offers. Top 3 female deal purchases include event, beauty and health
•  75% share local deals using email, word of mouth and social media tools, up from 62% in Q1 2011
Source: JiWire, Q2 2011; JiWire, Local Deals Report, July, 2011
6
JiWire Mobile Audience Insights Report
Q2 2011
Connected device trends and adoption: U.S. highlights
Top Mobile OS: Q2 2011
Top 10 Mobile Device: Q2 2011
Q2
Rank
Q2 2011
Mobile Device Top 10
% of Ad
Requests
Q1
Rank
% Change in
Market Share
43.7%
20.9%
1
2
Apple iPhone
Apple iPad
3
- 2.5%
+ 2.9%
3
Apple iPod Touch
17.4%
2
- 3.8%
4
Windows Mobile 7
3.8%
51
+ 3.7%
5
HTC Desire
1.1%
5
6
Samsung Galaxy S
0.8%
7
Blackberry Torch
8
1
Q2
Rank
Mobile Device
OS
Q2 2011
% of Ad
Requests
Q1
Rank
% Change in
Market Share
1
iOS
81.9%
1
- 3.4%
2
Android OS
10.5%
2
- 0.1%
3
Windows Phone
4.04%
6
+ 3.6%
+ 0.2%
4
RIM
1.78%
3
+ 0.1%
8
+ 0.2%
5
PSP
0.8%
4
- 0.1%
0.7%
7
0.0%
6
Symbian
0.7%
5
- 0.1%
Samsung Galaxy Tablet
0.6%
9
+ 0.2%
7
Windows Mobile
0.4%
7
- 0.1%
9
Playstation Portable
0.5%
35
+ 0.4%
10
LG Optimus
0.1%
4
- 2.0%
8
WebOS
0.1%
8
0.0%
Source: JiWire, Q2 2011
Source: JiWire, Q2 2011
Key Insights:
Apple iPad gains marketshare and rises above the iPod touch in the second quarter:
•  The iPad is the only Apple device to gain marketshare, both the iPod Touch and iPhone lose marketshare in Q2 2011
•  Tablets as a category continue to gain marketshare increasing steadily from gains in Q1
iOS loses marketshare while Android continues growth at a steady pace
•  iOS remains the top OS at 81.9% however marketshare has declined for 2 consecutive quarters, falling by 3.4% in Q2 2011
•  Android OS remained steady, losing only 0.1% marketshare in Q2 2011, after gaining nearly 3% marketshare in Q1 2011
•  Windows Mobile 7 emerges in the Top 10 devices at No. 4, and sees highest growth in OS platform to remain at No. 3 OS
Note: JiWire measurement includes all mobile devices in order to provide a complete view of how
the on-the-go audience is connecting outside of the home and office. * OS: Operating System.
Source: JiWire, Q2 2011
7
JiWire Mobile Audience Insights Report
Q2 2011
U.K. Special Report
JiWire Mobile Audience Insights Report
Q2 2011
Connected device trends and adoption: U.K. highlights
Top Mobile OS: Q2 2011
Top 10 Mobile Device: Q2 2011
Q2
Rank
1
Q2 2011
Mobile Device Top 10
% of Ad
Requests
Q2 2011
Q1
Rank
% Change in
Market Share
Q2
Rank
Q1
Rank
% Change in
Market Share
1
iOS
77.6%
1
- 2.5%
2
Android OS
15.1%
2
+ 1.5%
3
Windows Phone OS
2.6%
7
+ 2.2%
Mobile Device OS
% of Ad
Requests
3
Apple iPhone
Apple iPod Touch
Apple iPad
56.8%
12.6%
8.2%
1
2
3
- 2.5%
- 1.7%
+ 1.7%
4
HTC Desire
2.5%
4
- 0.4%
5
2.2%
2.1%
5
75
+ 0.3%
+ 2.1%
4
RIM OS
1.3%
3
- 0.8%
6
Samsung Galaxy S
Windows Mobile 7
5
7
Desire Z
1.4%
179
+ 1.4%
Symbian OS
1.3%
4
- 0.2%
8
6
Desire HD
0.4%
17
+ 0.1%
PSP OS
1.2%
5
- 0.2%
9
Playstation Portable
0.4%
10
- 0.2%
7
Windows Mobile OS
0.5%
6
- 0.1%
10
Wildfire
0.4%
8
- 0.2%
8
Bada OS
0.3%
8
0.0%
2
Source: JiWire, Q2 2011.
Source: JiWire, Q2 2011.
Key Insights:
Similar to the U.S. iPad and Windows Mobile make significant marketshare gains in the second quarter of 2011:
•  Seven out of the top ten devices are the same within the U.S. and U.K. Comparatively, the Desire Z, Desire HD and Wildfire
devices are more popular in the U.K.
Android OS, Windows OS make large marketshare gains again the in second quarter of 2011:
•  iOS loses marketshare again in Q2 2011 but remains the majority leader at 77.6%
•  Linux and Palm also saw margin gains, while all other operating systems showed declines
Note: JiWire measurement includes all mobile devices in order to provide a complete view of how
the on-the-go audience is connecting outside of the home and office. * OS: Operating System.
Source: JiWire, Q2 2011
8
JiWire Mobile Audience Insights Report
Q2 2011
U.K. Mobile Shopping Behavior: Proximity demands
What is the most important information about a brand
when you are within 1 mile of a retail or product location?
24% 23%
20% 19%
19%
Are you willing to share your
location on your mobile device
for more relevant content?
Distance from Location
17%
1 Mile
18%
16%
13%
10 Miles
12%
8% 8%
1%
Customer
reviews
Customer
Reviews
Currentand
sales and
Sales
promotions
Promotions
Directions to
Directions
nearest location
ProductInfo
Info
Product
Product
Product
Availability
Availability
Discount
Discount
Vouchers
Vouchers
1%
Ability totoset
an an
Ability
set
appointment
appointment
No
Yes
Source: JiWire, Q2 2011
Source: JiWire, Q2 2011
Key Insights:
Consumers are equally responsive at 1 and 10 miles:
•  Product availability is the primary variance with more consumers interested at 10 miles (18%) than 1 mile (12%)
•  33% of consumers reported that sales and promotions would encourage them to visit stores they have
never been to before
•  69% of the on the go audience is willing to share their location in exchange for more relevant content
Source: JiWire, Q2 2011
9
JiWire Mobile Audience Insights Report
Q2 2011
U.K. Connected device trends: Tablet adoption
Do you plan to purchase a tablet?
25%
When purchasing a tablet, which operating
system do you prefer?
12%
29%
13%
6%
46%
Already own
60%
9%
Yes
No
iOS
Source: JiWire, Q2 2011.
Android
Windows 7
Other
No Preference
Source: JiWire, Q2 2011.
Key Insights:
75% of respondents either own or plan to purchase a tablet:
•  29% reported own and 46% plan to purchase a tablet
•  Comparatively, U.S. intent-to-purchase trends lower (40%) as reported in Q1 2011
•  Of those who own or plan to purchase a tablet, 60% prefer an Apple product, 9% an Android (e.g. Galaxy Tab),
6% said Windows 7, and 12% have no preference at all
Source: JiWire, Q2 2011; JiWire Q1, 2011
10
JiWire Mobile Audience Insights Report
Q2 2011
Worldwide location highlights: Public Wi-Fi locations
Worldwide public Wi-Fi locations:
2006 – Q2 2011
577,250
Worldwide quarterly growth in
public Wi-Fi locations
546,783
414,356
414,356
337,666
289,476
219,681
2007
577,250
237,507
2008
2009
2010
Q2 2011
Source: JiWire, Q2 2011
Q3 2010
Q4 2010
*Base starting at 230,000
Q1 2011
Q2 2011
Source: JiWire, Q2 2011
Key Insights:
Worldwide public Wi-Fi locations continue to grow through the second quarter of 2011:
•  Quarterly growth of 5.6% from Q1 2011 to Q2 2011
•  YTD growth of 39.3% from Q4 2010 to Q2 2011
•  Annual growth of 85.8% from Q2 2010 to Q2 2011. Total public Wi-Fi locations have nearly doubled in since 2009.
Source: JiWire, Q2 2011
11
JiWire Mobile Audience Insights Report
Q2 2011
Worldwide location highlights: Public Wi-Fi locations
Q2
Rank
Country
Q2 2011
# of Locations
Q1
Rank
% Change
(from Q1)
Public Wi-Fi business models: Worldwide Q2 2011
20.2%
19.9%
1
United Kingdom
143,623
1
1.26%
2
China
102,232
2
-0.01%
3
United States
96,302
3
4.42%
4
South Korea
55,182
4
29.54%
5
France
30,836
5
0.05%
6
Russian Fed.
15,905
7
8.42%
7
Germany
14,759
6
0.10%
8
Taiwan
14,293
9
81.71%
9
Japan
12,529
8
-0.04%
10
Sweden
7,607
10
-0.22%
0.3%
79.8%
Paid
Free
Public Wi-Fi business models: U.S. Q2 2011
58.0%
42.0%
55.9%
Paid
Free
2.1%
Source: JiWire, Q2 2011
Source: JiWire, Q2 2011
South Korea and Taiwan show the highest growth rate in Q2 2011:
•  South Korea and Taiwan increase public Wi-Fi locations by 29.5% and 81.7%, respectively
•  United Kingdom stays consistent in locations at the No. 1 spot, due to immense growth in Q1 2011
Free locations continue to see growth in the U.S. and remain consistent worldwide
•  The US has shown significant growth since 2009 at 35.3%, growing to 55.9% in Q2 2011, while total free locations
Worldwide have stayed between 19% to 25%
Source: JiWire, Q2 2011
12
JiWire Mobile Audience Insights Report
Q2 2011
JiWire is the leading mobile audience media company, combining location and audience data
to deliver targeted advertising across premium locations and wireless devices.
This Insights report provides a snapshot of usage trends and audience data over public Wi-Fi
for the second quarter of 2011. This report is intended to highlight market trends for advertisers.
JiWire’s Location-Based Media Channel is composed of more than 30,000 public Wi-Fi locations through partnerships with
more than 30 leading wireless broadband telecommunications providers, with venues such as airports, hotels and
cafés that serve more than 40 million unique users monthly. JiWire connects with the on-the-go audience across
multiple devices from laptops, to smartphones, to tablets. JiWire’s registry of public Wi-Fi locations
includes more than 450,000 public Wi-Fi locations in 144 countries.
JiWire has been reaching on-the-go audiences since 2003.
For questions about this report, or for recommendations for future reports,
please contact us at [email protected]. To subscribe to future reports please visit wwww.jiwire.com/insights.
Methodology:
JiWire’s Mobile Audience Insights Report is based on data from approximately 450,000 public Wi-Fi locations, as well as surveying more than 2,800 U.S.
customers randomly selected across JiWire’s Wi-Fi Media Channel in April 2011 – June 201 and more than 2,100 in the United Kingdom. JiWire serves
advertisements to over 30,000 public Wi-Fi locations in North America and records data from every ad request. This report is based on the ad request data
collected from April – June 2011. Quarterly public Wi-Fi location rankings and business model distributions are based on the final day of the quarter.