Insights

JiWire Mobile Audience Insights Report

Q1 2012

Insights

JiWire Mobile Audience Insights Report Q1 2012

Table of Contents
Connected Device Trends Mobile Shopping Behavior Location Trends Connected Device Adoption Worldwide Location Highlights 2-3 4-5 6-7 8-9 10-11

On-the-go Consumers

37%
have used a Mobile Wallet in the past 90 days
Source: JiWire, Q1 2012

The Q1 Mobile Audience Insights Report examines location and mobile shopping trends as well as connected device adoption. This quarter we tracked three key emerging trends in the location and mobile markets. The first area reviews Wi-Fi usage on smartphones and tablets. The second key area looks at proximity-specific shopping behaviors and mobile wallet usage. The third trend evaluates how business travelers are leveraging location when on-the-go. Key highlights include: Wi-Fi usage on mobile devices has grown year-over-year. Comparatively, laptop usage has declined. 37% of on-the-go consumers have used a mobile wallet within the past 3 months. Over two-thirds of C-level executives and small business owners are using location-based apps on a weekly basis or more frequently.
1
Source: JiWire, Q1 2012

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70% 55%

JiWire Mobile Audience Insights Report Q1 2012

Connected device adoption: Public Wi-Fi trends

Public Wi-Fi connections by device
Q1 2011 Q1 2012

What are the biggest advantages to using public Wi-Fi from your smartphone?

55%
Faster connection

37%
To avoid data charges

17%
Streaming content

7%
To teather to my laptop

21%

31% 9
%

14%

10%
I only use 3G/4G

3%
I like to use a broadband card instead
Source: JiWire, Q1 2012

Laptop

Smartphone

Tablet
Source: JiWire, Q1 2012

Mobile devices represented 45% of Q1 public Wi-Fi connections in 2012

Almost half of all public Wi-Fi ad requests were served to smartphones (31%) and tablets (14%) in the first quarter of 2012. By contrast, laptop traffic represents 55% of public Wi-Fi traffic in Q1 2012, decreasing from 70% of Wi-Fi traffic the year prior. Nine of out ten consumers report advantages for accessing public Wi-Fi from their smartphones instead of using 3G/4G, with the top reasons being a faster connection speed (55%) and avoidance of data plan charges (37%).
2
Source: JiWire, Q1 2012

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Own a tablet

JiWire Mobile Audience Insights Report Q1 2012

Connected device adoption: Tablet ownership

Do you plan to purchase a tablet? Tablet owners are

47%

Plan to purchase

27%

No plans to purchase

26%

2x
more likely to comparison shop in-store and purchase on mobile device instead
Source: JiWire, Q1 2012

Source: JiWire, Q1 2012

Nearly one in every two smartphone owners also own tablets

47% of smartphone owners now own tablets, up from 32% in Q4 2011. Tablet ownership, in general, will continue to growth throughout the year. Gartner estimates that 118.9 million units will be sold worldwide in 2012 - a 98% increase in tablet sales from 2011.* Furthermore, latest research forecasts that 90% of tablets use Wi-Fi only, and thus tablets will continue to grow as a percent of the Wi-Fi network.** In terms of audience behaviors, tablet owners are more likely to exhibit showroom tendencies: 10% of tablet owners comparison shop and purchase on their mobile devices instead, compared with 5% of those who do not own tablets.
*Source: Gartner, April 10, 2012 **Source: MediaPost, 2012

Source: JiWire, Q1 2012

Insights
49
%

JiWire Mobile Audience Insights Report Q1 2012

Mobile shopping behaviors: In-store shopping behavior

When comparison shopping in-store, what is the primary reason? Demographic Breakdown
<24 To price compare with another retailer To price compare with the stores own site 42% 14% 16% 15% 12% 6% 25-44 54% 19% 16% 10% 11% 4% 45+ 50% 14% 11% 9% 8% 7% 53% 17% 12% 9% 10% 5% 43% 12% 15% 11% 10% 5%

15

13%

10%
Ite m of wa st s o oc u k t

10%
pu Ne rc ver ha p se lan in ne th d e s to to re

To use an online or mobile coupon To find other colors or options Item in store was out of stock Never planned to purchase in-store. Just went to see the product

Pr ic an e c ot om he p r r ar et e w aa it ile h r Pr st ic or e c e o so m wn pa we re o bs n ite Us ea m ob ile co up on

Fi ot nd he co r o lor pt s o io r ns

Source: JiWire, Q1 2012

Source: JiWire, Q1 2012

Consumers are price driven when comparison shopping in-store with their mobile devices
49% compare prices with other stores, 15% price compare with the stores own website, and 13% sought to use a mobile coupon. Other reasons to comparison shop included finding colors and options (10%) or because the item was out of stock (10%). Furthermore, 5% never planned to purchase in the store. Consumers between the ages of 25 44 are the most active comparison shoppers, both with another retailer (54%) or the stores own site (19%). Consumers under 24 are the most likely to seek alternative product options (15%). Comparison shopping also skews male: 53% of men comparison shop with another retailer and 17% compare with the stores own website, compared with 43% and 12% of women, respectively.
4
Source: JiWire, Q1 2012

Insights
8%

JiWire Mobile Audience Insights Report Q1 2012

Mobile shopping behaviors: Mobile wallet adoption

Have you used a mobile wallet in the past 90 days? In the past 90 days, which of the following mobile wallets have you used to purchase in-store?

Of this 37%

14%

37% 41%

Yes

No

What is it?

Id like to
Source: JiWire, Q1 2012

46% use 29% use 18% use 7% use

Other
Source: JiWire, Q1 2012

More than one-third of the on-the-go audience have recently used a Mobile wallet
37% of on-the-go consumers have used a mobile wallet in the past 90 days. Of the 63% who have not, 8% indicate that they would like to, and 14% do not know what a mobile wallet is. PayPal is the leading mobile wallet solution: 46% of mobile wallet consumers have used PayPal, 29% have used Amazon, 18% have used Google Wallet and 8% of consumers have used other options.
5
Source: JiWire, Q1 2012

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27% 16%

JiWire Mobile Audience Insights Report Q1 2012

Location-based trends: Mobile application usage

How often do you use location-based applications? Most used app categories for business travel
1. 2. 3. 4. 5. 6. 7. Travel Weather Social Networking News or Reference Music/Entertainment Games Sports

30% 57% 14
%

56%

Small Business Owners

Daily Weekly

C-Level Executives
Monthly
Source: JiWire, Q1 2012

8. Business/Finance 9. Lifestyle/Retail 10. Utility

Source: JiWire, Q1 2012

The majority of business travelers use location-based apps on a weekly basis or more frequently
73% of small business owners use location-based apps on a daily (57%) or weekly (16%) basis. Similarly, 70% of C-level executives also report using location-based apps daily (56%) or weekly (14%). More than half of business people use apps on a daily basis regardless of position or company size. When traveling for business, the top three most-used app categories are travel, weather, and social networking.
6
Source: JiWire, Q1 2012

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68% 54% 64%

JiWire Mobile Audience Insights Report Q1 2012

Location-based trends: Usage of location-based services

Which local services are important when conducting business while on-the-go?

46% 43% 42%

Small business travelers

34%

Mid-size business travelers

29% 30%

% % 30% 31 31

Enterprise business travelers

5%
Booking reservations
RESERVATION

2%

4%

Finding nearby business services

RESERVATION

Connecting to my social network

RESERVATION RESERVATION RESERVATION

Finding entertainment

Other
Source: JiWire, Q1 2012

Business travelers highly value local services when conducting business on-the-go
More than half of small, mid and enterprise level business travelers believe that booking reservations is the most important service while on-the-go, followed by finding nearby business services. Finding entertainment and connecting to their social network are of nearly equal importance to all travelers. Other important services include finding resources such as food, lodging, or online services for checking email.
7
Source: JiWire, Q1 2012

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Q1 Rank 1 2 3 4 5 6 7 8 9 10 Mobile Device Top 10 Apple iPhone Apple iPad Apple iPod Touch Kindle Fire EVO 4G Ascend II Torch Samsung Galaxy Tab Samsung Galaxy S Sensation

JiWire Mobile Audience Insights Report Q1 2012

Connected device adoption: U.S. highlights

Top 10 Wi-Fi Mobile Device: Q1 2012
Q1 2012 % of Ad Requests 43.4% 27.0% 10.4% 1.6% 0.5% 0.5% 0.4% 0.3% 0.3% 0.3% Q4 2011 Rank 1 2 3 5 4 6 7 8 9 10 % Change in Market Share + 2.3% - 3.9% - 1.7% + 0.7% - 0.1% + 0.5% - 0.3% - 0.2% - 0.6% - 0.1%
Source: JiWire, Q1 2012

Top Wi-Fi Mobile OS: Q1 2012

Q1 Rank 1 2 3 4 5 6 7 Mobile Device OS Q1 2012 % of Ad Requests 81.2% 16.1% 1.9% 0.4% 0.3% 0.2% 0.0% Q4 2011 Rank 1 2 3 5 4 6 7 % Change in Market Share - 1.9% + 3.2% - 0.3% - 0.4% - 0.3% - 0.1% - 0.0%
Source: JiWire, Q1 2012

iOS Android OS RIM OS Windows OS Web OS Symbian OS Bada OS

Apple iPad loses market share to the iPhone in the first quarter 2012:
Apple devices remain in the top 3 positions, however only the iPhone sees gains in Q1 2012 with a 2.3% increase in market share. The Kindle and Ascend II also see gains within the top 10 devices, by 0.7% and 0.5%, respectively. All other devices experience a decline in market share.

Android makes large gains in market share in the first quarter of 2012 :
Android OS is the only operating system to see gains between Q4 2011 and Q1 2012, increasing by 3.2%.
8
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.

Source: JiWire, Q1 2012

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Q1 Rank 1 2 3 4 5 6 7 8 9 10 Mobile Device Top 10 Apple iPhone Apple iPad Apple iPod Touch Samsung Galaxy S II Samsung Galaxy S Samsung Galaxy Ace HTC Desire HTC Sensation HTC Desire HD HTC Wildfire S

JiWire Mobile Audience Insights Report Q1 2012

Connected device adoption: U.K. highlights

Top 10 Wi-Fi Mobile Device: Q1 2012
Q1 2012 % of Ad Requests 49.5% 25.4% 5.5% 2.7% 1.0% 0.8% 0.8% 0.8% 0.6% 0.5% Q4 2011 Rank 1 2 3 5 7 19 4 9 36 21 % Change in Market Share - 1.5% - 1.7% + 0.5% + 1.3% + 0.2% + 0.8% - 0.9% + 0.2% + 0.6% + 0.5%
Source: JiWire, Q1 2012

Top Wi-Fi Mobile OS: Q1 2012

Q1 Rank 1 2 3 4 5 6 7 Mobile Device OS Q1 2012 % of Ad Requests 80.7% 16.6% 1.8% 0.3% 0.3% 0.1% 0.1% Q4 2011 Rank 1 2 3 5 4 6 7 % Change in Market Share - 2.5% + 4.7% - 1.3% - 0.3% - 0.7% - 0.1% - 0.0%
Source: JiWire, Q1 2012

iOS Android OS RIM OS Windows OS Symbian OS Web OS Bada OS

Top 10 devices consists primarily of three manufacturers in the first quarter of 2012 Apple, Samsung and HTC:
The Apple iPhone and iPad decrease in market share by 1.5% and 1.7% respectively, while the iPod saw a 0.5% increase. Nearly all other Top 10 Android-based devices saw increases in market share.

Similar to the US, Android OS makes large gains in market share in the first quarter of 2012:
Android OS increases by 4.7% from Q4 2011 to Q1 2012, primarily at the expense of iOS and RIM OS which decrease by 2.5% and 1.3%, respectively.
9
Source: JiWire, Q1 2012

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JiWire Mobile Audience Insights Report Q1 2012

Worldwide location highlights: Public Wi-Fi locations

Worldwide public Wi-Fi locations: 2008 2012 Worldwide quarterly growth in public Wi-Fi locations
682,929 647,788 414,356 237,507 289,476 577,250 692,115

682,929

692,112

2008

2009

2010

2011

2012
Source: JiWire, Q1 2012

Q1 2011

Q3 2011

Q4 2011

Q1 2012
Source: JiWire, Q1 2012

*Base starting at 230,000

Worldwide public Wi-Fi locations continue to grow from 2011 into the first quarter of 2012:
Quarterly growth of 1.3% from Q4 2011 to Q1 2012. Annual growth of 26.6% from Q1 2011 to Q1 2012.
10
Source: JiWire, Q1 2012

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Q1 Rank 1 2 3 4 5 6 7 8 9 10 Country

JiWire Mobile Audience Insights Report Q1 2012

Worldwide location highlights: Public Wi-Fi locations

Public Wi-Fi business models: Worldwide Q1 2012
22.3%
Q1 2012 Number of Locations 181,684 111,205 104,112 83,650 35,390 24,110 16,832 15,722 14,959 9,303 Q4 2011 Rank 1 2 3 4 5 6 7 8 9 10 % Change

77.7
0.0% 0.0% 0.0% 0.0% 0.0% 0.2% 0.0% 0.0% 0.0% 0.0%

Paid Free

United Kingdom United States China South Korea France Taiwan Russian Fed. Japan Germany Sweden

Public Wi-Fi business models: U.S. Q1 2012

22.9% 77.1%
Paid Free

Source: JiWire, Q1 2012

Source: JiWire, Q1 2012

United Kingdom, United States and China remain in the top three spots:
Public Wi-Fi counts remained stable in each of the Top 10 countries between Q4 2011 and Q1 2012.

No change in public Wi-Fi locations seen both in the U.S. and domestically:
Free vs. Paid distribution saw only slight variations throughout 2011, and has plateaued in Q1 2012.
11
Source: JiWire, Q1 2012

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JiWire Mobile Audience Insights Report Q1 2012
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 first quarter of 2012. This report is intended to highlight market trends for advertisers. JiWires Location-Based Media Channel is comprised 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 cafs 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. JiWires 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 Insights@jiwire.com
Methodology: JiWires Mobile Audience Insights Report is based on data from approximately 315,000 public Wi-Fi locations, as well as surveying more than 5,000 customers randomly selected across JiWires Wi-Fi Media Channel in January 12 March 12. JiWire serves advertisements to over 30,000 public Wi-Fi locations in North America and we record data from every ad request. This report is based on the ad request data we collected from January March 2012. Quarterly public Wi-Fi location rankings and business model distributions are based on the final day of the quarter.