Aggregated Research

Mobile Services Usage per Age Group, US Source: Pew Research Center's Internet & American Life Project, April 2010 Key findings 57% of YO cell phone owners send text regularly 43% of YO cell phone owners access the internet 20% of YO cell phone owners made purchases on their phone

“You mean my phone has a voice capability?”

Mobile Marketing Offers Better Recall Rates Than Other Channels *Source: MMA survey conducted by Luth research, April 2010 ** Source: MMA Brand recall rates from mobile marketing are 20 greater than web and 10 times greater than direct mail **

Breakdown by Operating System

Breakdown By Mobile Content Category

The Texting 20’s 97% of college students text versus 35% who use Communicating via social networks is second nature

The Trailblazing 30’s Approximately 27% are interested or highly interested in participating in mobile marketing campaigns Nearly the same number are somewhat likely or very likely to opt in to receive mobile marketing messages

The Family-Focused 40’s Approximately 60% text Over 40% take pictures with their mobile devices Only about 3% download ringtones

The 50’s & 60’s Are The New 40’s 42% of year olds text 21% of 65+ text

Hispanics & Mobile 32% are interested or highly interested in receiving mobile offers and ads 38% would use mobile device to access info before a purchase

By 2012, an estimated 10 trillion text messages will be sent and delivered globally. Those sure are some busy thumbs. The Consumer Is Using The Mobile Phone 16+ Hours A Day Source: Telcon Qtr 3& Punchkick Interactive 285 million Americans are mobile subscribers percent of the total population…91%

USA To Add 80Mil New Smartphone Users by 2011

2010 Qtr Smartphone Growth Source: Nielsen

Smartphone Growth In 2010 Projected To Be 55% Over 2009 Source: Nielsen 2010 Proj 2009 Mil

Mobile Grows Faster than TV or Web Source: Borrell Associates Q4 ‘09

US Totals: Mobile Ad Spending 2010 In $ Millions © 2010 Borrell Associates: Source Q US Totals

US Totals: Mobile Ad Spending 2015 In $ Millions © 2010 Borrell Associates: Source Q US Totals

20 Source: Borrell Associates Inc. as of Q2, 2010 data. $ Billions. Why Mobile Matters: US Mobile Marketing Spending

App Advertising Forecast ($ in Millions) © 2010 Borrell Associates: Q2 Mobile LA$R in $ Millions

Where Have You Used Your Mobile Phone? 22 In a store 82% At a Sporting event 36% In a doctor’s office or hospital 55% While flying on a plane 14% During church service 7% During a movie at the theatre 17%

Men, The Forgotten Shopper Using Mobile Phone While In Store Overall Who is doing this the most? Been on the phone and asked the person you were talking to about a product36%Females (50%) Used your mobile phone to take a picture of an item to send to someone14% Smartphone owners (27%); (21%) Used your mobile phone to search for an item to find reviews8% Males (23%); Smartphone owners (19%) Used your mobile phone to search for an item to find better prices7% Males (20%); Smartphone owners (19%) Looked for a coupon on your mobile phone6% Males (21%); Smartphone owners (16%) Females (14%) Used a coupon that was on your mobile phone already6% Males (17%); Smartphone owners (14%) Used your mobile phone to find a recipe6% Smartphone owners (16%); Males (13%); Made a purchase using your mobile phone5% Smartphone owners (13%); Males (12%) Used your mobile phone to search for an item to compare nutritional information5% Males (16%); Males (12%); Smartphone owners (12%); Scanned a barcode with your mobile phone4%Smartphone owners (10%) 23

Tidbits About the Male Mobile Shopper 53% have a smartphone Overindex in coupon usage in the past month at the following types of stores – Electronics store – 30%(general pop 10%) – Clothing store - 33% (general pop 15%) – Department store – 30% (general pop 15%) – Service location – 16% (general pop 7%) They are more inclined to go hunting for coupons – When asked preference for receiving mobile coupons… 51% said they would prefer to find coupons themselves via an application (28% of the general pop) 39% said they want to text in to receive them at the store (27% for general pop) 24

Send Them To Me Please! 25

26 Campaign Effectiveness Metrics: Mobile vs. Online

27 Campaign Effectiveness Metrics: Mobile Mediums