mojiva magmay2011

Mojiva Inc.136 Baxter StreetNew York NY 10013

TEL 1.646.862.6201Fax 1.646.862.6130

mojiva.com

Mojiva MaG ParTnErs wiTh insiGhTExPrEss For MobiLE UsEr sUrvEy

UncovErEd: connEcTEd dEvicEs – who owns whaT?

static bannersvs. rich Media: The USer PerSPecTIve

YoU ASked, TheY ANSwered: Mojiva MobiLE UsEr aGE, GEndEr and EThniciTy and MUch MorE!

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052011

http://www.mojiva.com/


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The Mojiva MOBILE AUDIENCE GUIDE



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05.2011 The MojIvA MoBIle AUdIeNce GUIde mojiva.com2 3

elcome to the latest installment of the Mojiva MAG. This month’s edition is completely different to

any other MAG we’ve ever released. Previously, we’ve focused on data that has been derived from our network analytics. Now, through an exclusive survey conducted by third party research experts, Insightexpress, we are going direct to the source, the Mojiva mobile user. So, be sure to keep reading if you want to learn things about the Mojiva mobile user including how frequently they are engaging with mobile ads, what catches their attention more and which verticals they are most likely to click on. To see the formal methodology and objectives of the study, go to PAGe 8.

So, if there’s a question you’d like us to ask the Mojiva mobile users, send your request to [email protected]. You never know, it could make it to the very next edition!

Until then, happy reading. – Team Mojiva

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It’s a First for Mojiva MAG!

overall, 61% of respondents click on ads on their mobile phones at least once a week. of those, 20% click on a mobile ad for more information several times a day.

• Most respondents indicated they would “play a game” after viewing an ad on their mobile phones.

• while respondents are clicking ads more frequently, more than half indicated they would “play a game”, “download a mobile application” or “browse a website” after seeing an ad on their mobile phones.

• Fewer than ¼ of respondents would “purchase a product” after viewing an ad on their mobile phones.

For the most part, graphic ads as a whole were successful in capturing the attention of respondents.

• over 20% of respondents said that “normal banner ads”, “video ads” and “ads that let me interact with them” are most likely to be paid attention to.

• respondents were least likely to pay attention to “expanding screen take-over ads”, which may be too aggressive, as only 2% indicated they would pay attention.

Ads pertaining to “retail stores”, “weather”, “restaurants or bars” and “sports” are most likely to be clicked on by someone using their mobile phone.

• respondents tended to gravitate more towards mobile ads that focus on providing information pertaining to everyday life, rather than more specific and direct ads for things like, “magazines”, “social / dating” or “airlines”.

respondents overall were split into nearly equal in terms of online versus offline mobile phone usage.

keY FINdINGS

There are opportunities to advertise with mobile ads, as respondents are frequently clicking on mobile ads; graphic ads as a whole appear to be successful in grabbing attention. Content and type of ad will impact overall reach.



mailto:[email protected]

05.2011 The MojIvA MoBIle AUdIeNce GUIde mojiva.com




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STATIc BANNerS vS. rIch MedIA: The MojIvA USer PerSPecTIve

Which ONE of the following types of mobile ads are you most likely to pay attention to?

4 5

coNNecTed devIceS – who owNS whAT?

whAT Are MojIvA’S MoBIle USerS doING oN TheIr devIceS?

MojIvA USer eNGAGeMeNT: A weeklY SNAPShoTWhich of the following do you currently own

or subscribe to? How often do you click on a mobile ad to get more information about a product / service you saw on your phone?

Thinking about the ways you use your mobile phone, which of the following best describes approximately how much time do you spend offline (i.e. calling, texting) versus online (i.e. using the web, applications, email, etc.) on your phone?

Key Findings:61% of respondents click on a mobile ad for more information at least once a week. of those, 20% click on a mobile ad for more information several times a day.

Key Findings:

Key Findings:Key Findings:Most respondents (64%) currently own a smartphone, followed by those who own a desktop computer (42%) and a laptop computer / notebook (40%).

one third of respon-dents currently own some type of tablet device.

respondents indicated paying attention to “normal banner ads”, “video ads” and “ads that let me interact with them” fairly equally, at just over 20%.

only 2% of respon-dents indicated they would most likely pay attention to an “ex-panding screen take-over ad”.

60% of respondents click on a mobile ad for more information at least once a week.

of those, 19% click on a mobile ad for more information several times a day.

4%

15% 16%

33%

16%

13%

2%

100% online 20% offline 80% online

40% offline 60% online




100% offline

SMARTPHONE

DESKTOP COMPUTER

LAPTOP COMPUTER / NOTEBOOK

DIGITAL CABLE

DVR / PVR / TIVO

ANDROID TABLETDEVICE

NETBOOK

IPAD

OTHER TABLET DEVICE

NONE OF THE ABOVE

64%

42%

40%

37%

34%

19%

10%

9%

5%

11%

33%

16%13%

2% 4%

16%16%

100%offline

80% offline20% online





100%online

31% 36%

base Total (123)

4%

15% 16%

33%

16%

13%

2%

100% online 20% offline 80% online





100% offline

SMARTPHONE

DESKTOP COMPUTER

LAPTOP COMPUTER / NOTEBOOK

DIGITAL CABLE

DVR / PVR / TIVO

ANDROID TABLETDEVICE

NETBOOK

IPAD

OTHER TABLET DEVICE

NONE OF THE ABOVE

64%

42%

40%

37%

34%

19%

10%

9%

5%

11%

33%

16%13%

2% 4%

16%16%

100%offline






100%online

31% 36%

base Total (123)

base Total (123)

SEVERAL TIMES A DAY

AROUND ONCE A DAY

SEVERAL TIMES A WEEK

AROUND ONCE A WEEK

SEVERAL TIMES A MONTH

AROUND ONCE A MONTH

LESS THAN ONCE A MONTH

NEVER

19%

15%

14%

12%

60%AT LEAST ONCE A WEEK

8%

6%

10%

16%

19%

2%

22%23%

13%

21%

Normalbanner ads

Video ads Ads that letme interactwith them

Animatedbanner ads

Text ads Expandingscreen

take-overads

base Total (123)

SEVERAL TIMES A DAY

AROUND ONCE A DAY

SEVERAL TIMES A WEEK

AROUND ONCE A WEEK

SEVERAL TIMES A MONTH

AROUND ONCE A MONTH

LESS THAN ONCE A MONTH

NEVER

19%

15%

14%

12%

60%AT LEAST ONCE A WEEK

8%

6%

10%

16%

19%

2%

22%23%

13%

21%

Normalbanner ads

Video ads Ads that letme interactwith them

Animatedbanner ads

Text ads Expandingscreen

take-overads

Key Finding:nearly equal percent-ages of respondents use their mobile device “mostly online”, “equally online and offline” and “mostly offline” at roughly one third.



05.2011 The MojIvA MoBIle AUdIeNce GUIde mojiva.com 76

PLAY A GAMEDOWNLOAD A

MOBILE APPLICATION

BROWSE A WEBSITE

WATCH A VIDEO

LISTEN TO MUSICREDEEM OR

DOWNLOAD A COUPONREQUEST MORE

INFORMATION

TAP-TO-CALL

PURCHASE APRODUCT

NONE OF THESE

63%

52%

51%

49%

49%

40%

38%

22%

13%

17%

TRAFFIC

AIRLINES

BANKS OR OTHERFINANCIAL INSTITUTIONS

2%

2%

2%

RETAIL STORES

WEATHER

RESTAURANTSOR BARS

SPORTS

MUSIC GROUPSFOOD OR DRINK

PRODUCTS

RADIO STATIONS

MAGAZINES

SOCIAL / DATING

18%

15%

13%

12%

11%

11%

6%

6%

3%

base Total (123)

whAT do MojIvA’S USerS wANT FroM A MoBIle Ad?

where MojIvA MoBIle USerS SPeNd TheIr MoNeY

ToP rANkING verTIcAlS IN MoBIle AdverTISING

Which of the following would you do as a result of seeing a mobile ad on your phone?

Please indicate which of the following products and services you are responsible for deciding to purchase for your household.

From which of the following types of companies, would you be most likely to click on a mobile ad?

Key Findings:More than 60% of respondents would “play a game” as a result of seeing an ad on their mobile phones.

roughly half of respondents would “download a mobile application” (52%), “browse a website” (51%), “watch a video” (49%) or “listen to music” (49%) as a result of seeing a mobile ad on their phones.

Key Finding:roughly three quarters of respondents are responsible for deciding to purchase “groceries / daily food items”, “fast food / casual restaurant meals” and “personal items” for their household.

Key Findings:Mobile ads associated with “retail stores” (18%), “weather” (15%), and “restaurants or bars” (13%), were most likely to be clicked on by respondents.

Mobile ads pertaining less to everyday life and activities such as “magazines” (3%) and “airlines” (2%) were less likely to be clicked on.

PLAY A GAMEDOWNLOAD A

MOBILE APPLICATION

BROWSE A WEBSITE

WATCH A VIDEO

LISTEN TO MUSICREDEEM OR

DOWNLOAD A COUPONREQUEST MORE

INFORMATION

TAP-TO-CALL

PURCHASE APRODUCT

NONE OF THESE

63%

52%

51%

49%

49%

40%

38%

22%

13%

17%

TRAFFIC

AIRLINES

BANKS OR OTHERFINANCIAL INSTITUTIONS

2%

2%

2%

RETAIL STORES

WEATHER

RESTAURANTSOR BARS

SPORTS

MUSIC GROUPSFOOD OR DRINK

PRODUCTS

RADIO STATIONS

MAGAZINES

SOCIAL / DATING

18%

15%

13%

12%

11%

11%

6%

6%

3%

base Total (123)

NONE OF THESE

TRAVEL (Air, train, hotel,rental car, etc.) 42%

1%

GROCERIES /DAILY FOOD ITEMS

FAST FOOD / CASUALRESTAURANT MEALS

PERSONAL ITEMS (deoderant,cosmetics, shaving, hair care, etc.)

ELECTRONICS

CLOTHINGHEALTH (prescriptions,over

the counter medications)

ENTERTAINMENT (movie tickets,DVDs, theatre tickets, etc.)

AUTOMOBILE

FINANCIAL (checking / savings,investment accounts)

79%

72%

72%

70%

69%

63%

60%

49%

48%

base Total (123)

79%72%

GENDER EDUCATION

Male 49%51%Female

ETHNICITY

AGE Under 18

Some high school

Graduate high school

Vocational / Technical school

Some college

Graduated college

Some post-graduate work

Completed graduate degree or higher

10%33%11%29%12%2%

3%

ANNUAL HH INCOMEUnder $20,000$20,000-$29,999$30,000-$39,999$40,000-$49,999$50,000-$74,999$75,000-$99,999$100,000-$149,999$150,000 or higherPrefer not to answer

30%15%15%5%8%7%1%0%

19%

CHILDREN IN HH

5%18-25

16%26-35

24%36-45

13%46-55

35%Over 55

7%

The Demographic Makeup of the Mojiva Mobile User

Caucasian / WhiteAfrican-AmericanHispanicNative AmericanOtherPrefer not to answer

47%26%9%3%4%

11%

Newborn or under Age 2Age 2-4Age 5-7

9% 16%

9%

Age 8-12Age 13-15Age 16-18Older than 18

17%11%11%11%

My children nolonger live inmy householdI do not havechildren

12%

29%* Total percentage = 125% due to households with several childeren.




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8

Mojiva (www.mojiva.com) is a mobile ad network, which reaches more than 96 million users in the US and represents 3,000 mobile publishers and apps. Through deep and open integration with all major rich media providers (celtra, crisp Media, eyewonder, Goldspot Media, Phluant Mobile, Pointroll, Point reach and Sprout ) and ad servers (dArT and Atlas), Mojiva provides ad agencies with every imaginable mobile media execution across mobile web sites, apps and devices. Founded in May 2008 and based in New York city, Mojiva is led by a team of advertising and media veterans from Google, doubleclick, Yahoo, Nokia and AdMob, with more than 100 years of collective experience in mobile marketing and technology. Mojiva is an independent mobile ad network operating under parent company Mojiva Inc., which has a total of $10 million venture funding from Pelion Partners and Bertelsmann digital Media Investments.

Mojiva Inc.136 Baxter StreetNew York NY 10013 USA

TEL 1.646.862.6201Fax 1.646.862.6130

The purpose of this study is to identify and understand the specific attitudes and behaviors of consumers on the Mojiva network.

• This current study evaluates the use of mobile devices, along with mobile advertising awareness and attitudes.

• insightExpress develops, manages and analyzes all elements of the project to ensure unbiased conclu- sions are drawn.

aboUT insiGhTExPrEss:

insightExpress is a leading provider of digital marketing research solutions, specializing in the measurement of advertising and brand communications. The company’s proven approaches include message evaluation, advertising effectiveness, creative development and cross-media optimization. with vast industry expertise, proprietary methodologies and an exclusive plat- form, insightExpress helps agencies, media and marketers optimize marketing initiatives across online, mobile and other media. Founded in 1999, insight- Express is headquartered in stamford, cT, with offices in san Francisco and new york.

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mojiva magmay2011

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