Perspectives on Discoverability
! Foundation of Quantum Physics ! The quantum world exists as a series of probability waves, an infinite
number of potential outcomes ! Only when something is observed or measured does the probability wave
collapse and a single result is established ! Wave Collapse measures and observes the world in multiple different
ways, collapsing the various probability waves and establishing a rich perspective on reality
! This multi-view approach provides the foundation for strategy optimization using research and insights to drive revenue
! Our team... ! Advises mobile start ups on how to be more attractive to advertisers and
agencies; how to monetize their data; and, how to stand out in the crowded marketplace
! Provides thought leadership research to capture the attention of clients and press
! Identifies ‘after next’ trends to inform product development
Copyright 2012 Wave Collapse LLC
! Online survey in July 2012
! 1500 people
! All own an iPhone, Android, Windows Phone, or BlackBerry device
Copyright 2012 Wave Collapse LLC
! A new scientific truth does not triumph by convincing its opponents and making them see the light, but rather because its opponents eventually die, and a new generation grows up that is familiar with it.
! Max Planck, Physicist
Copyright 2012 Wave Collapse LLC
Copyright 2012 Wave Collapse LLC
Discovery Awareness
Favorability
Consideration
Purchase
Advocacy
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Mobile Phone Tablet Computer
80% 78% 88%
I like to use this & look forward to it
Copyright 2012 Wave Collapse LLC
53% 47%
63% <44
Years Old
Surprises vs Predictable
Multi-tasking vs Single-tasking
Less likely to own a
Blackberry or Windows
Mobile device
Heavier Users of Mobile
Everything: Internet
Apps Music Games
Love to Discover
Copyright 2012 Wave Collapse LLC
Active
Passive
Discovery
Copyright 2012 Wave Collapse LLC
53% 52%
13% 15%
0%
20%
40%
60%
80%
100%
Mobile Phone Tablet
Never
Less than once a week
Once a week
Couple of times a week
Once a day
Multiple times a day
Active
Copyright 2012 Wave Collapse LLC
23% 26%
38% 39% 35%
31%
50% 47% 47%
28% 33%
39% 41% 41% 34%
45%
0%
20%
40%
60%
80%
100%
Company Product App Topic Company Product App Topic Website
New Familiar
Mobile Tablet
Which of these have you searched for in the past week?
Active
Copyright 2012 Wave Collapse LLC
23% 26%
38% 39% 35%
31%
50% 47% 47%
55% 59%
24%
68% 67% 64%
28%
72% 68%
0%
20%
40%
60%
80%
100%
Company Product App Topic Company Product App Topic Website
New Familiar
Mobile Tablet Computer
Which of these have you searched for in the past week?
Active
Copyright 2012 Wave Collapse LLC
No new ones 37%
A few new ones 47%
Mostly new ones
11%
All new ones 5%
Mobile Websites
No new ones 33%
A few new ones 44%
Mostly new ones
15%
All new ones 8%
Tablet Websites
Thinking about yesterday and the websites you browsed on your mobile phone/tablet, how many of them were new, ones you had not visited before?
Active
Copyright 2012 Wave Collapse LLC
79%
65%
49%
0% 20% 40% 60% 80% 100%
Computer
Tablet
Mobile
Interest in Using Device to Find New Websites
Active
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! Mobile/Tablet Active Discovery is actually rediscovery, not true discovery/exploration
! Most searches are for companies/things where people already have a relationship
! Apps need to be a part of your mobile strategy
! 50% of smartphone owners have searched for an app from a company they are familiar with in the past week
! Need to rely more heavily on passive discovery
! Low interest in using mobile to find new websites
Active
Copyright 2012 Wave Collapse LLC
32% 32%
56%
38% 39% 46%
61%
70%
26%
0%
20%
40%
60%
80%
100%
Came across a new product or company I hadn't heard about
before
Found a new website I hadn't visited before
Found a new app I hadn't heard of before
Mobile Tablet Computer
In the past day, what have you experienced?
Passive
Copyright 2012 Wave Collapse LLC
Came across new
website
84% Visited
Site 28%
Searched for similar
sites
2% Something
Else
37% Read
Reviews about Site
Came across
new app
57% Downloaded
App
69% Read
Reviews about App
32% Searched for similar apps
2% Something
Else
Action Taken After Coming Across New Content
Passive
Copyright 2012 Wave Collapse LLC
Came across new product/company
37% Searched for similar products/companies
2% Something
Else
66% Read
Reviews
Action Taken After Coming Across New Product or Company
45% Looked for it in-store
Passive
Copyright 2012 Wave Collapse LLC
15%
29% 30%
12%
22% 27%
30%
12%
26% 29%
15%
22% 27% 29%
0%
20%
40%
60%
80%
100%
Email Friends/ family
Social network
TV Trusted website
Ad Searched for it myself
Mobile Tablet
How did you hear about the new-to-you website/app?
Passive
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! Driving Passive Discovery is a big opportunity
! Few people are coming across new content or companies while on Mobile and Tablet
! Promotes Active Discovery
! Advertisements are on par with Social in assisting Passive Discovery
! For websites, apps, and companies/products
Passive
Copyright 2012 Wave Collapse LLC
! Explorers
! People who love to find and experience new things across their lives, not just in mobile and digital (20%)
! Followers
! People who have a bit of an exploring streak but are more likely to follow the path rather than blaze it (60%)
! Laggards
! People who don’t go looking for new things as often, more content with what they already know (20%)
Asked how much they agreed with the series of about 16 different statements around discovery in general. We separated out the groups based on those that overindexed in agreement with the statements (Explorers), those that were about average (Followers), and those that underindexed (Laggards)
Copyright 2012 Wave Collapse LLC
All Respondents
80%
Mobile Phone
Explorers
92%
Followers
81%
Laggards
66%
All Respondents
88%
Explorers
91%
Followers
87%
Laggards
87%
Computer
I like to use this & look forward to it
Copyright 2012 Wave Collapse LLC
80%
51%
31%
13%
15%
11%
Explorers Followers Laggards
Once a day
Multiple times a day
How often do you use the search bar each day on Mobile?
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40% 44%
54% 54% 52% 48%
66% 61% 59%
11% 13%
21% 23% 22% 18%
33% 32% 32%
0%
20%
40%
60%
80%
100%
Company Product App Topic Company Product App Topic Website
New Familiar
Explorers Followers Laggards
Which of these have you searched for in the past week on Mobile?
Copyright 2012 Wave Collapse LLC
52% 52%
75%
53%
42%
54%
66%
75%
38%
17% 15%
37%
17% 21%
26%
51% 52%
14%
0%
20%
40%
60%
80%
100%
New product/ company
New website New app New product/ company
New website New app New product/ company
New website New app
Mobile Tablet Computer
Explorers Followers Laggards
In the past day, what have you come across?
Copyright 2012 Wave Collapse LLC
29%
41% 46%
20%
35% 38%
35%
9%
23%
15% 9%
13% 14%
24%
0%
20%
40%
60%
80%
100%
Email Friends/ family
Social network
TV Trusted website
Ad Searched for it myself
Explorers Followers Laggards
How did you hear about the new-to-you website/app?
Copyright 2012 Wave Collapse LLC
Computer Ads
Mobile Ads
Tablet Ads
Explorers Followers Laggards
69%
54%
48%
52%
22%
26%
43%
15%
13%
Clicked/tapped an ad in the past day on these devices
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49% 51%
76% <44
Years Old
Android (46%) iPhone (41%) iPad (58%)
Apple TV (26%) Roku (16%)
Heavier Users of Mobile: Internet
Apps Music Games Video Social
83% want to use Mobile or
Tablets to find new websites
Surprises vs Predictable
Share Life Online vs Keeping Life Private
Wild vs Calm
Copyright 2012 Wave Collapse LLC
53% 47%
61% <44
Years Old
Surprises vs Predictable
Heavier Users of Mobile: Internet
Apps Music Games Video Social
Android (48%) iPhone (37%) iPad (43%)
Apple TV (8%) Roku (8%)
45% want to use Mobile to find new websites
Copyright 2012 Wave Collapse LLC
44%
56% 40% <44
Years Old
Light Users of Mobile
Android (49%) iPhone (37%) iPad (31%)
Apple TV (6%) Roku (3%)
21% want to use Mobile to find new websites
Predictable vs Surprises
Single-tasking vs Multi-tasking
Copyright 2012 Wave Collapse LLC
! Embrace Explorers
! Attractive Audience profile
! Turn to Mobile frequently & engage with Ads
! Increase Passive Discovery efforts to reach Followers
! They may not be actively looking, but there are opportunities for them to stumble across you
! They may not tap on ads, but they’ll see your message
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