Online Browsing Behavior: Tablet vs. Smartphone

exelate tablet v smartphone

Mobile browsing has rapidly become an integral part of our everyday online behavior. When looking at mobile behavior, it’s critical to distinguish between different types of mobile devices and how their use differs. The two most common types of mobile devices are smartphones and tablets, and each display unique usage patterns through the day. The following chart displays hourly tablet and smartphone usage. This data is indexed to their respective daily averages in order to make them directly comparable, although raw overall usage of phones outweighs tablets at all hours.

Smartphones are typically kept with us throughout the day, and display a more even distribution of use through our waking hours. This is especially clear when looking at business hours. People don’t often have their tablets with them at work, and have less time to use them. Smartphones, on the other hand, can be used more continuously through the day. Interestingly, smartphones also display a slight but consistent dip between 5 and 6 o’clock, which we attribute to the commute home. Phones don’t work well when you’re driving in your car or on the subway!

Tablets are more heavily weighted towards home use. They show a brief spike of use in the morning before work. This is followed by a fairly flat usage level, and a tremendous spike at the end of the day when we get home from work. By 11 pm, both devices are declining rapidly, with minimum usage occurring around 5 am.

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Mobile Shopping: Growing Fast, If Unevenly

exelate mobile shopping interests

Mobile shopping has continued to grow since the introduction of Smart Phones, and took a huge leap forward with the introduction of the tablet. In 2012, 11% of all online shopping was done on mobile devices. In 2013, this is expected to reach 15%. By 2016, 1 in 4 online sales will be completed on a mobile device. eMarketer reported just yesterday that US mobile payments are on track to top $1 billion in 2013.

We took a look at a range of shopping segments for June, in order to see how much interest was generated by users on mobile devices, vs. desktop computers. From shoes to food to fashion, mobile shopping continues to grow, but unevenly across segments.

Shoes were in the top plot, with 24% of shopping, including browsing and purchasing, coming from mobile users. This is followed closely by women’s fashion, comfortably beating men’s fashion in mobile browsing. This is despite the fact that men are more likely to shop using mobile devices overall.

PC video games came in at last place. With most video games immediately available for direct download, it makes sense we would see this. While you can watch a trailer or read the news about a game on your phone, you typically need to download it to a PC in order to play it.

In today’s digital world, it’s critical to focus on a mobile strategy, and to be aware of where your company fits within the larger retail ecosystem. Be prepared to harness the power of mobile!

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Mobile Browsing Interests of Men & Women

The future is mobile. Phones and tablets are becoming larger parts of our online activity. Our lives are filled with multiple browsing devices, from tablets and phones to traditional computers. Mobile devices reflect some of our most idle browsing, reflecting pleasure rather than work. We decided to compare mobile browsing across iOS and Android platforms for men and women.

exelate men women mobile browsing

Men and women have distinct browsing behavior, as you can from the segments they find themselves in. Some activities are common between men and women. Entertainment, technology, shopping and reading the news are all shared activities. On the other hand, there are some distinct differences. Websites relating to parenting, travel, health and food are all more common sites for women than men, while men show more interest in games, technology and finance.

Of course, just because we don’t see someone fitting the Finance or Food & Wine segments on a mobile device does not mean they aren’t interested! We are only capturing a part of that user’s browsing. That is why we are so excited about our new partnership with Drawbridge. Drawbridge increases our ability to connect our mobile and desktop users, expanding the range of platforms for a user we can collect data from, and subsequently allowing people to see relevant ads across multiple platforms. We may never see a user visit a parenting website on their desktop, but through cross-platform connections, we can make sure a user see ads to catch their interests across their digital space. This increases the accuracy, actionability and agility of our data; the core attributes of eXelate Smart Data.

Making Mobile Actionable with eXelate and Drawbridge

The digital world continues to get increasingly complex as consumers continue to utilize different platforms (PC, smartphone, tablet) throughout their digital day. Our latest white paper, The Smart Data Manifesto, laid out how consumers continue to embrace a digital lifestyle by consuming media across PC and mobile devices. One of the key tenants of smart data is that it must be actionable – data that can drive scalable action in a way that maximizes a business objective.

Our recent State of the Industry Survey on audience targeting also provided evidence of the growing importance of mobile platforms as a way to target audiences. The research showed that although 80%+ of the digital advertising ecosystem (advertisers, agencies, platforms) prefer to use the PC platform for audience targeting, mobile platforms are now also used almost 60% of the time – a trend that will continue to grow.

mobile audience targeting growth
The skyrocketing importance of mobile is undeniable and that is why our partnership announcement with Drawbridge is so exciting. eXelate’s partnership with Drawbridge will make eXelate’s smart data actionable to over 600M mobile devices while providing Drawbridge’s innovative technology the ability to expand their segment availability from 800 to over 8000 segments.

We believe that the digital marketing ecosystem will continue to look for companies that are working together to provide multi-platform solutions – those that will go across PC and mobile platforms. Our partnership with Drawbridge is an example of how eXelate’s smart data and analytics combined with Drawbridge’s proprietary technology will make digital media more relevant for consumers and effective for marketers.

We’re looking forward to continuing to innovate in a multi-platform world – mobile, here we come.

Hitting the Target: Marketing on Phones and Tablets

In case you missed it, the Wall Street Journal released an article on Thursday full of interesting stats about the mobile ad market.  Among the numbers, the WSJ indicates that the mobile ad market is now at $2.6B, but only 20% of that is display. And yesterday’s Ad Age covers the difficulty publishers are having monetizing traffic for more than a $0.75 CPM.

These data points indicate significant opportunity for mobile advertising. Although we aren’t ready to proclaim the often repeated cliché that next year is the year of mobile, we do see some real momentum from marketers and advertisers.

At eXelate, we believe it’s important for the digital ecosystem to address certain key issues in order to more effectively leverage mobile as a platform for advertising. Specifically, we are leading the way in three areas:

  • Going beyond local. Mobile is rightfully known as a great domain for geo-based targeting. But both DR and brand advertisers are demanding more robust targeting capabilities for tablets and phones, with behavioral data and richer consumer profiles at the top of their wish lists.
  • Improving technical solutions for ad targeting. Whether we’re talking mobile web or mobile apps, display or video, each device has unique specifications to contend with. These differences provide technical hurdles for cross-publisher tracking and behavioral targeting as a whole. We expect to lead the industry to develop best practices to address these issues.
  • Providing leadership on regulatory issues. The Federal Trade Commission is happy to let the industry take the lead in establishing clear, consumer-friendly mobile privacy practices, but that means we must lead. The industry must come together to establish best practices around consumer notice and choice.

We are excited to lead the way in addressing these challenges. It may not be the year of mobile, but it’s certainly time for mobile to take its proper share of three-screen marketer media spend.

Q&A with Nielsen Catalina Solutions CEO Mike Nazzaro

eXelate was happy to announce this week that we are teaming up with Nielsen Catalina Solutions to help advertisers reach their digital advertising goals by allowing them to target audiences based on actual purchase data. We caught up with Nielsen Catalina Solutions CEO, Mike Nazzaro to get his perspective on the partnership, bringing CPG data online, and trends in digital media.

eXelate: How will Nielsen Catalina Solutions and eXelate working together benefit marketers?

Mike Nazzaro: CPG marketers usually have a definition of their ideal audience, commonly based on purchase and attitudinal characteristics irrespective of the media those consumers use. Data and analytics from Nielsen Catalina Solutions enable CPG marketers to define their high-value audience once and then place ads and offers that reach that audience in multiple media — online, mobile, televisions and print.  eXelate helps extend this capability using its platform, increasing the scale of Nielsen Catalina Solutions digital network across a select set of media channels. So, the strategic alliance helps brands reach consumers with more relevant digital advertising based on actual in-store purchasing behavior.

eXelate: What are some of the challenges and opportunities that you expect to see in the digital ad space in 2012?

MN: Given the convergence of television, online and the multitude of video platforms, such as tablets and smart phones, the importance of using precise ways to reach the desired audience and measure advertising effectiveness across platforms continues to grow.  The following implications and trends result from this convergence:

  • Agencies, traditionally siloed by media, are starting to evolve toward a consolidated “activation” team that works cross platform
  • Media fragmentation in all platforms increase the importance of using audience data with contextual placement to optimize effectiveness
  • Advertisers execute cross media, but the tools haven’t kept pace with the need

Until recently, advertisers seeking to execute across various media platforms have found the tools to be limited. But Nielsen Catalina Solutions is a leader in developing tools that work across multiple platforms. Data and analytics from our company enable marketers to define and identify their best customer segments once, and then place ads and offers that reach that audience in multiple media — online, mobile, television, CRM and print.

Let us know your thoughts about eXelate and NCS refining digital ad targets.

Predictions for 2012: Data is Everywhere!

From election campaign results to Olympic medal tallies, 2012 is going to be all about data.

Even though a foreboding sense of “data fatigue” seemed to be emerging at the end of 2011, from my analytically-biased point of view, data will once again be on the tip of everyone’s tongue in the coming year. Not, however, as the buzzword  “flavor of the moment”, but as a key component in all digital ad activity.  A few key predictions for 2012:

1. Data becomes the “lead” as opposed to the “follower” in digital media buys.

Data has been the media planner’s best friend for a number of years, helping them decide where to invest their client’s media budget based on the relevant data presented by each publisher’s/network’s sales teams. But as media planners become more and more conversant in data, we’re going to see original, proactive campaign plans based on both structured and dynamic audience composition targets. Media selection will become a secondary consideration.  And, although  pre-constructed “audiences” will still be important, particularly those based on robust branded data sets (such as Nielsen PRIZM clusters), custom segmentation based on performance criteria will lead the way for both DR and branding campaigns.

2. Cookie cutter data will lose traction vs. customized segmentation.

Per the above, advances in the quality of planning as well as innovations in data and audience modeling – based on the combination of first and third party data assets – will drive a new era in digital data targeting. The days of “one size fits all” data will slowly begin to fade.

3. Audience targeting breaks free of the PC.

As data targeting has focused on PC-based advertising to date, 2012 will see the process introduced to other venues, namely mobile devices and addressable TV. As mobile application companies and ad networks seek to accelerate their revenue and create more aggressive business models next year, data will be one of the first places they look. Addressable TV companies will start to come of age as well, as “test budgets” morph into real dollars as data-based audience targeting scales in the coming year.

4. Group buying becomes more refined.

As group buying matures in 2012, the “spray and pray” versions of daily deals and buying groups will have no choice but to implement better, more refined tactics to maintain sales and customers. The group buying companies that will survive 2012 will do so by integrating Geographical, Vertical and Audience driven targeting into their marketing operations in order to compete with declining uptake. As with the early days of online advertising, targeting will be the key for their survival as the novelty of group buying wears off.

5. The digital personnel crunch gets worse.

Online advertising is becoming  further entwined with the hardcore data analytics world, and the demand for smart, ad-savvy mathematicians is growing exponentially. MediaMath’s Joe Zawadzki nailed it – Mad Men are becoming Math Men, and we are short A Few Good Men.  NYC, the hub of the advertising world, will quickly lose traction unless local schools spit out more quants. The new Cornell-Technion partnership can’t come fast enough!

6. The election will be won and lost online.

If social media was a critical component of the Obama victory in 2008, particularly in swing states like Indiana and Florida, it will be even more critical in 2012. Audience targeting, obsessive community building, targeted tweets and rich candidate video experiences will define the 2012 election. The candidate that can deliver the correct mix of these ingredients will take home the big prize.

From politics to ecommerce, it’s clear that in 2012 data may not make the same headlines it did in 2011, but it will be a key part of every story.