Mobile Entertainment Live Nielsen Presentation

Confidential & Proprietary • Copyright © 2009 The Nielsen Company

ME Live Mobile Media Update

March 31st, 2009

Confidential & ProprietaryCopyright © 2009 The Nielsen Company

Page 2

Big mobile audiences

145M mobile media consumers

127M using SMS

70M downloading content

49M using mobile internet

12M using mobile video


Page 3

Key trends and growth areas

The iPhone Effect

Kids Today

Mobile Advertising

The next gear in consumption

Teens/Tweens soon to be and already heavy users

From experimental to essential

EvolutionOpportunity


Page 4

58%

21%

13%

10%

6%

6%

80%

67%

45%

34%

16%

19%

85%

90%

75%

71%

36%

38%

SMS

Internet

Apps

LBS

Full Track Music

Video

All Subscribers

All Smartphone Users

All iPhone Users

iPhone (and clones) are only going to grow mobile usage

Major Data Activities by US iPhone Users – Past 30 DaysQ4 2008

Source: Nielsen Mobile Device Census

Q407: Which of the following data applications did you use on a wireless telephone/handset in the past 30 days? Please select all that apply.

**Only iPhone 3G is GPS-capable, this refers to location based services such as mapping/directions sites


Page 5

Tweens (8-12) are the growth opportunity

Penetration of Mobile Phones Among TweensAge 8–12

US Tweens (n=1,009)

CK410. Which of the following describes your child’s cell phone use?

Tween mobile

borrower20%

Non-mobile tween

32%

Mobile tween

48%

Source: Nielsen Mobile Kids InsightsQ1 2009

Note: The weighting methodology for Mobile Kids Insights changed in Q1 2009 and penetration of mobile phones is not trend-able from previous periods.

2008 US Population Under Age 25 by Age Segment (M)

US Census Bureau, March 2008 All US (N=298,215,344)

33.3

22

28

20

US Population 2008

Age 18-24

Age 13-17

Age 8-12

Age 0-7


Page 6

31%

27%

20%

12%

9%

7%

5%

44%

51%

38%

27%

21%

30%

14%

66%

80%Text messaging/SMS

Played pre-installed games

Picture Messaging/MMS

Ringtone downloads

Game downloads

Full-track music downloads

Mobile internet

Video/mobile TV

Mobile Tweens (8-12)

Mobile Teens (13-17)

Mobile Data Services Penetration - Teens US Mobile Tweens/Teens (n=1,077/2,838)

Get ‘em young… Tweens show high potential for increased usage, teens already there

Source: Nielsen Mobile Kids Insights Q1 2009Nielsen Mobile Insights Q4 2008

CK407. In addition to making calls, what other ways have you used your cell phone in the past 30 days?


Page 7

Teens are hooked on texting

482

2,272

887

385297

15552

788

340247

125 43

1,956

473

Age 0-12 Age 13-17 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64

Q4 08 Q3 08

Average Number of Text Messages by Age Q3/Q4 2008, National


Page 8

Burst of growth for Twitter, Facebook, ChaCha… lots of available ad space

194,709

168,758

148,013

118,549108,725

74,240

53,62743,63844,510

94,213

117,032

48,678

73,557

5,748

48,345

25,331

86,80985,401

Twitter 4INFO ESPN Facebook Google AOL Cha Cha TWC Coca-ColaCo.

Q4 08 Q2 08

Standard Rate Media SMS Transactions (000’s)Q2/Q4 08 2008, National

1.7B SMS Transactions in Q4 08


Page 9

37.038.8

39.9 40.2 40.4 41.142.5

43.344.3

46.648.2 48.6

45.5

Jan 2008 Feb 2008 Mar 2008 Apr 2008 May 2008 Jun 2008 Jul 2008 Aug 2008 Sep 2008 Oct 2008 Nov 2008 Dec 2008 Jan 2009

Unique Mobile Internet Users (millions) Jan 2008 – Jan 2009, National

Ad space on mobile web too – ~49M users

Source: Mobile Media Measurement – Mobile Internet Report

Note: User: an individual who used the service in the last 30 days in the given period

+31% YOY Growth


Page 10

32.4

22.020.5

17.1

13.9 13.9 13.411.4

9.1 9.0 8.3 8.1 7.9 7.8 7.7 7.15.1

3.0 2.9 2.4 2.31.1

44.4

Portals

E-Mai

l

Weat

her

News & C

urrent E

vents

Searc

h

City G

uides

/Map

s

Enterta

inm

ent

Sports

Social

Network

ing

Musi

c

Games

Busines

s/Fi

nance

New

s

Technolo

gy/Scien

ce

Food/Din

ing

Banking/O

nline

Tradin

g

Videos

/Movi

es

Shopping/A

uctio

ns

Travel/

Vacat

ion

Autom

otive

Educatio

n/Em

ploym

ent

Health

/Fitn

ess

Real E

state

Adult

Mobile Internet Users (in millions) by Service TypeJanuary 2009, National

Entertainment sites alone had almost 14M users in January 09

Source: Mobile Media Measurement – Mobile Internet Report


So Who is Advertising on the Mobile Web

Right Now?


Page 12

Page Monetization – Mobile Web December 2008

8%3%

7%

1%

5%

9%

5%1% 8%

21%

3%

3%

2%

10%

29%

9% 9%

12%

28%

7%

3%

10% 10%

1% 2%4%

19%

7%5%8%

4% 4%

Total Finance Enter -tainment

Games General/National

News

Sports &Rec

Weather Music &Media

Portal/Community

Travel GeneralCommunity

Email

House Ads

3rd Party Ads

Source: Nielsen Mobile AdRelevance

And there’s more inventory to go around!


Page 13

6.6%

6.4%

5.6%

5.1%

4.7%

3.6%

2.7%

2.3%

2.3%

2.1%

1.8%

1.7%

1.5%

1.5%

1.5%

Scottrade, Inc.

Electronic Arts, Inc.

Fidelity Investments

OutSpark.com

Fox News Network, LLC

RealNetworks, Inc.

Pontiac

ThumbPlay

Progressive Casualty Insurance Company

Deutsche Lufthansa AG

Share Our Strength

Ford

St. Jude Children's Research Hospital

Dunkin' Donuts

YellowPages.com

Scottrade and EA are top mobile advertisers

Top 3rd Party Advertisers by Share of ImpressionsDecember 2008



What Sites Should You Advertise On?


Page 15

32%

26%

22%

20%

19%

17%

17%

14%

13%

12%

12%

11%

10%

9%

9%

Yahoo! Mail

Google Search

The Weather Channel (Weather.com)

Gmail

Google Maps

Windows Live Hotmail

ESPN

CNN News

Facebook

MapQuest

MySpace.com

AOL Mail

Yahoo! Weather

Yahoo! Search

Yahoo! News

Use Mobile @Plan profiling to find your target audience

Top Sites Among Movie Ticket BuyersQ1 2009



Page 16

Thank you

Jerry RochaSr. Director – Mobile Media

[email protected]

Mobile Entertainment Live Nielsen Presentation

Technology

Mobile Entertainment Live Nielsen Presentation