SECONDARY DATA SOURCES Universal McCann and AOL Report on Smartphone usage

SECONDARY DATA SOURCES Source: Universal McCann and AOL Report

SECONDARY DATA SOURCES Source: Universal McCann and AOL Report

SECONDARY DATA SOURCES Mobile Phone penetration Internet penetration Gen Y (18-24) 85%87% Gen X (25-44) 82%83% Younger Boomers (45-54) 80%65% Older Boomers (55-64) 79%65% Insight Express: Mobile Research on Research

FOCUS GROUPS Purpose: Smartphone usage Consumer preferences for a Caribou Coffee application Size: 5 respondents Criterion: Currently use a smartphone and are familiar with application downloads 3 iPhone 1 Palm Pre1 Google Platforms

FOCUS GROUPS Results Multiple application downloads: FREE Spend maximum time using the internet Learn about apps via friends or ads Convenience of using mobile web, from 2-5 hours a day Caribou Coffee specifics: location, store hours, order via phone, review menu items, pay in advance, incentives/ deals

SURVEY Electronic survey via –Time constraints – Perceived greater response due to easier accessibility – Easier to interpret results Sampling procedure – ed to 65 friends/ co-workers → 82% response rate –CONVENIENCE Sampling NOTE: It is assumed that the sample is representative of the entire population

SURVEY QUESTIONNAIRE

Challenges: Non responders: 18% - But we had 53 respondents in four days Pre-test survey if time permitted Assumption of sample size representative of population – Preferences and attitudes limited to local population