Apple Inc. v. Amazon.Com, Inc.

Filing 44

EXHIBITS re 39 Declaration in Support, Continuation of Exhibits filed byAmazon Digital Services, Inc., Amazon.Com, Inc.. (Attachments: # 1 Exhibit 28, # 2 Exhibit 29, # 3 Exhibit 30a, # 4 Exhibit 30b, # 5 Exhibit 31, # 6 Exhibit 32a, # 7 Exhibit 32b)(Related document(s) 39 ) (Givan, Sarah) (Filed on 6/1/2011)

EXHIBIT 30

Page 609

How Consumers Shop for Wireless Phones
eagle Compete
Clickstream and Survey Based Stu iy
S., Feb 2010

Wireless Shoppers 2.0

w'th Gol, 81.e

thinktech

Page 610

How do
consumers
shop for
wireless
phones?

What is the
role of online
research and
Search?

Googie Confidential and Proprietary 2

How has shopping
for wireless phnnes
changed over time?

What is
important to
wireless
shoppers?

Behavioral Component

will' Go gfc

thinktec 1

Statistical significance indicated as:
* 90% confidence interval
**95% confidence interval

• Interviews were conducted in
July — October 2009.

• Respondents were asked a variety
questions to understand factors
influencing purchase and research.

• Interviewed a total of 2,961 online
users who identified themselves as
having purchased a wireless phone in
the past 3 months

Google Confidential and Proprietary 3

Sites and search terms for analysis
were provided by Google

Appended behavioral data to survey
respondents to gain holistic picture of
online engagement among wireless
phone purchasers

Observed online visitation and
search activity of wireless shoppers
who reached the shopping cart of a
Big-4 wireless carrier site (Verizon
Wireless, AT&T, T-Mobile, Sprint)
during Q2 2009

• Tracked online behavioral activity of
2MM U.S. Compete panelists

Online Survey Component

Research Methodology

Page 611

Page 612

It's A Competitive Marketplace

wIth Goo*

Service Provider

Shoppers Have Little Loyalty

thinktec 1
Go sic

Google Confidential and Proprietary

did not know exactly which OEM
they would purchase from

Device

Q - When you first considered your most recent cell phone purchase, which statement best describes your mindset about the wireless
service provider? (Total Respondents=2961)
Q - Which statement best describes your mindset about the brand of cell phone? (Total Respondents=2961)
Source: Google/Compete Wireless Shopper 2.0 Study, January 2010.

did not know exactly which
Carrier they would purchase from

Page 613

Page 614

Go gle

th nktech

0%
10%

'4**

20%

30%

40%

26%
50%

59%

60%

70%

Google Confidential and Proprietary

Q. Which of the following statements best describes your most recently purchased cell phone? (Total Respondents=2961)
Source: Google/Cornpete Wireless Shopper 2,0 Study, January 2010.

It was my first cell phone

It was a gift for someone not on
my wireless plan

It was a new phone with a new
provider

It was a new phone/line of
service that I added w/ my
existing provider

It was an upgrade/replacement
phone with my existing provider

Most Recently Purchased Cell Phone

26% of Phone Purchasers Chose a New Carrier

Page 615

Nit Co sfe

think

ech

0%
5%

15%

II Total 2009 (n=2881)

10/0

25%

•Total 2008 (n=1217)

20%

30%

35%

40%

)0 O/0
1

36%

Google Confidential and Proprietary 7

Q. Why did you decide to make this cell phone purchase? (n=2881, among those not purchasing first cell phone)
Source: Google/Compete Wireless Shopper 2.0 Study, January 2010.
Q. Why did you decide to make this cell phone purchase? Please select all that apply. (n=1217, not first phone)
Source: Wireless Shoppers Study, Google & Compete May 2008

I saw a new cell phone that I
had to have

I wanted a phone with more
features than my old one

I was eligible for a free or
discounted upgrade with my
provider

Reason for Purchasing a Cell Phone
(2008 vs 2009)

Consumers Seek Out Hot Phones and Features

Feb

o

twh

Jan

600

Mar

Apr

May

Jun

Jul

Aug

Queries Index

Sep

Oct

Nov

Dec

Interest in the Device Has Increased

sot
with

Page 616

top mobile phone

hot cell phone

newest mobile phone

top smartphone

hottest phones

top phone

hot phone

new smartphone

coolest cell phone

new mobile phone

top cell phone

hot phones

newest phone

coolest phones

coolest phone

cool cell phone

top phones

Google Confidential and Proprietary

---- 2007

- 2008

- 2009

newest cell phone

cool phone

best mobile phone

newest phones

best phones

new phone

best phone

new cell phone

best smartphone

cool phones

new phones

best cell phone

Page 617

Go slc

ec
Google Confidentiai and Proprietary

Q - Which of the following sources did you use to research your recent cell phone purchase? (Total Respondents=2961)
+ As recalled by survey respondents in 2009 vs as recalled by 2008 survey respondents
Source: GooglelCompete Wireless Shopper 2,0 Study, January 2010.

of people who bought
phones in stores researched
their purchase online

63%

increase in the number of online
resources used in research'

29%

Consumers Increasingly Research Online

Page 618

Go,::sie-

hink

With

tech

0%

10%

20%

15%

19%

30%

25%

40%

35%

42%

50%

60%

70%

Google Confidential and Proprietary

Q - Which of the following activities did you conduct online during your most recent cell phone purchase research process?
Please select all that apply. (n=2057: shoppers that used online sources)
Source: Google/Compete Wireless Shopper 2.0 Study, January 2010.

Viewed a video illustrating a
product demo

Looked up retail store locations

Looked at coverage map
information

Compared service plans

Compared brands

Looked for special
offers/discounts

Compared prices

Compared features

Cell Phone Research Conducted Online

Online Research is Comprehensive

-

2 days or less

More than two days, but
less than one week

'1 week but less than 4
weeks

4 weeks or more

0%
10%

20%

30%

40%

Time Spent Researching Phone Purchase

Google Confidential and Proprietary

60%

Total 2009 (N=2961)

• Total 2008 (n=1257)

Buyers Spending More Time Researching

Q Ithrt
e d researching your most recent cell phone purchase? (Total Respondents=2916).
Souttiettctgle
pete Wireless Shopper 2.0 Study. January 2010.
Source: Wireless Shoppers Study, Google & Compete
Q: How much time did you spend researching your recent cell phone purchase? N=1257, asked of recent wireless buyers. May 2008)

Page 619

Page 620

Go gle

think -tech

0%

10%

13%

20%

17%

22 % *

18%*

= 13!)01
111

30%

27%

33%

40%

36%

50%

70%

Google Confidential and Proprietary

60%

Online Purchasers (n=1026)

In store Purchasers (n=1771)

49%

48 %

60%
57%
58%
55%

Q - Which of the following activities did you conduct online during your most recent cell phone purchase research process?
Please select all that apply. (n=2057; based = shoppers that used online sources)
Source: Google/Compete Wireless Shopper 2.0 Study. January 2010.

Look up store locations

Viewed a video of product demo

Look at coverage map info

43 %

1111111111111111111111111111111111111111111111111111111111141%

%
Compared prices of msg packages IMMIMMININIM 2527%

Compared service plans

Compared brands

Looked for special offers/discounts

Compared prices

Compared features

Type of Information Researched Online

Same Online Research to Buy Online or In-store

12

Page 621

Go xle

think ech

0%
5%

10%

8%

15%

15%

20%

25%

30%

35%

40%

45%

Google Confidential and Proprietary

Q - Where did you purchase your most recent cell phone? (Total Respondents=2961).
Online share of purchases was higher than actual due to online survey fielding. Actual online share is typically -6% of carrier gross add orders
Source: Google/Compete Wireless Shopper 2.0 Study, January 2010.
Note: Tracilin'e reports 17% of wireless phone sales through general retail stores in Q4 2009.

Cell phone manufacturer
website

Other

Retail website

General retail store

Wireless service provider
website

Wireless service provider retail
store or kiosk

Purchase Channel for Phone Purchase

Retailers Have Captured Wireless Customers

Page 622

40%

Go gte

OEM Site

**
24%

Retailer Site
E 2008 E 2009

0%

5 0/o

10%

15%

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

Wireless Carrier
Site

OEM Site

60%

Retailer Site ,

Q - Which of the following sources did you use to research your recent cell phone purchase? (Total Respondents=2961) Not all answer choices
included on chart
O - On a scale from 1 to 5, where 1 means no influence at all and 5 means significant influence, how much influence did each of the following have
on your most recent cell phone purchase? Top 2 Box (Total Respondents=2961)
0: Which of the following sources did you use to research? Asked of Recent Wireless Buyers, (N=1257)
Q: How much influence did each resource used have on your purchase? (Top 2 Box) Asked of Recent Wireless Buyers Who Used Resource,
N=variable, May 2008. Source: Wireless Shoppers Study, Google & Compete 2008,
Google Confidential and Proprietary

Wireless Carrier
Site

40%

(2008 vs 2009)

(2008 vs 2009)

think ech

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Influential to Purchase Decision

Used During Research Process

Retailer Sites Are Increasingly Influential

Page 623

think ec
o 81c

Source: Compete.corn

44%

Website Traffic Growth Dec 2008 vs Dec 2009

Google Confidential and Proprietary

Aggregate of
Carrier sites

Aggregate of
OEM sites

Retailer Sites Are Increas ng Share of Voice

Page 624

think e
with Go ste

no;
v

5%

10%

15%

20%

25%

30%

11111111111111111111111111111111. 32%

35%

Google Confidential and Proprietary

Q - On a scale from 1 to 5, where 1 means no influence at all and 5 means significant influence, how much influence did each of the
following have on your most recent cell phone purchase? (n..229, those that purchased through an online retail website).
Source: Google/Compete Wireless Shopper 2.0 Study, January 2010.

I have purchased from an
online retail site before and was
satisfied

My purchase had a
corresponding promotion w/ an
online retail site

Online retailers have more
options than carrier sites

I got a better deal on the online
retail website

Reason for Purchase at Online General Retailer Site

Retailer Sites Emphasize Pricing and Deals

Page 625

think .
„Nit1'. .! Go gle

ecl

It's a
Competitive
Marketplace
-")

Google Confidential and Proprietary

Traditional retailers are becoming
major players in the Wireless market

Online research is comprehensive
and integral to purchase decision

The consideration and research phase is
longer and more comliox

Page 626

Smartphones Bring New Customers

Page 627

think
co

ech

Compete Smartphone Intelligence data. G1: Which of the following best describes the wireless device you piimarily used before
purchasing your current smartphone? (n=1959, smartphono owners)
Google Confidential and Propne ary

650/

new

smartphone
owners

• My current smartphone
is my first wireless
device
I previously had a
smartphone

• I had a cell phone that
was not a smartphone

Wireless Device Owned Prior to Current Smartphone

65% Are New Smartphone Customers