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ARBITRON MOBILE
INTERPRETING APP BEHAVIOUR THROUGH THE EYES OF THE MOBILE CONSUMER
© 2012 Arbitron Inc.
Liam Corcoran Arbitron Mobile liam.corcoran@arbitron.com
ARBITRON MOBILE COMPANY FACTS
• Arbitron Mobile (part of Arbitron Inc., a leading US media and marketing research firm) is the market leader in mobile, tablet and PC audience measurement and analytics
• Arbitron Mobile provides a 360” view of the connected consumer through it’s global opt-in based on-device metering, syndicated and custom, panels in Americas, Asia-Pacific and Europe
• Arbitron Mobile effectively study how much, why, where and when people access content across 3 screens to deliver key insights into consumer behaviour, product insights, and provides competitive insights
2 © 2012 Arbitron Inc.
3 © 2011 Arbitron Inc.
OUR VALUE PROPOSITION
Our on-device metering tool that captures comprehensive sets of data to interpret the world’s largest mass medium — online — which today means Mobile, Tablets and PCs.
The collected data is converted into statistics and actionable analytics to create customised reports that provide you with key insights to be transformed into business actions
4 © 2012 Arbitron Inc.
How it works • Passive measurements via mobile
metering apps
• App is downloaded by Opt-in panelists recruited through email or SMS
What you receive • Clients have access to consumers’ 24/7 context, behavior and opinions
• Complete online, offline and Wi-Fi device usage tracking
• 360°insights on what the consumer does with device
Mobile Internet & Advertising
Media & Music
Applications & Properties
Device & Network
Life Patterns & Consumer Profiles
Movements & Places
Communications & Social Media
IT’S TIME FOR A USER- CENTRIC APPROACH
5 © 2012 Arbitron Inc.
• Multiple operating systems • Android • BlackBerry • iOS • Symbian
• Hundreds of service providers
• Multiple ways to use the device
• Online behavior (WiFi, cellular)
• Off-network behaviour
• Face-time and engagement
Arbitron Mobile’s solution addresses all
COVERING MAJOR OPERATING SYSTEMS AND DEVICES ON AND OFFLINE
MOBILE APPLICATIONS
BRANDS WHICH ARE CATCHING THE CONSUMERS EYE
7 © 2012 Arbitron Inc.
Application
Reach (Mo) Engagement Frequency
(Monthly Users %)
(Per User. In Minutes/Mo)
(Avg. Usage Days In Mo.)
1 Facebook 77.2 355.9 20.1 2 Youtube 45.3 112.5 5.3 3 Ebay 41.3 92.0 10.3 4 Whatsapp Messenger 31.5 166.6 12.8 5 Twitter 30.8 220.0 13.0 6 Google 25.1 11.0 5.0 7 Gmail 23.4 40.2 12.1 8 Facebook Messenger 23.0 52.8 8.6 9 Paypal 19.5 8.3 4.6
10 Google Maps 19.3 12.8 2.4 11 Cooliris 15.9 25.7 8.0 12 Amazon Mobile 15.8 22.8 4.3 13 Drawsomething 15.8 50.8 6.5 14 Skype 13.6 41.5 5.6 15 BBC News 13.3 80.8 10.7 16 BBC iplayer 11.6 35.3 3.0 17 Instagram 11.6 87.8 7.8 18 Android Voicesearch 10.8 0.6 2.0 19 Groupon 10.4 12.6 5.1 20 Wordswithfriends 9.7 156.3 10.9
Website
Reach (Mo) Engagement Frequency
(Monthly Users %)
(Per User. In Minutes/Mo)
(Avg. Usage Days In Mo.)
1 Google 90.4 N/A 16.7 2 Facebook 68.7 419.2 10.9 3 Twitter 35.4 37.0 4.8 4 BBC 29.0 131.8 6.1 5 Youtube 25.2 40.1 3.6 6 Wikipedia 23.2 50.6 4.1 7 Yahoo 21.7 217.5 4.9 8 Ebay 19.1 100.2 4.2 9 Amazon 19.0 55.5 3.6
10 Hotmail 14.7 192.7 7.2 11 Dailymail 11.6 61.6 3.6 12 Tesco 9.9 29.4 3.3 13 National-lottery 9.4 72.8 4.9 14 Argos 9.4 42.6 3.1 15 Blogspot 9.0 16.7 2.6 16 Guardian 8.8 39.1 3.0 17 IMDb 8.2 30.0 2.5 18 London2012 7.8 70.2 4.0 19 Moneysavingexpert 7.7 77.4 3.4 20 Accuweather 7.5 91.3 7.4
Arbitron Mobile Index Report, August 2012
10 OUT OF THE TOP 20 ADD-ON APPS HAVE STAYED CONSISTENT OVER THE LAST 4 QUARTERS
8 © 2012 Arbitron Inc.
Application Q4/11
Reach (mo) Application
Q1/12
Reach (mo) Application
Q2/12
Reach (mo) Application
Q3/12
Reach (mo)
(monthly users %)
(monthly users %)
(monthly users %)
(monthly users %)
1 Facebook 67.3 Facebook 68.2 Facebook 72.2 Facebook 77.2 2 Ebay 29.6 Ebay 31.7 Youtube 41.8 Youtube 45.3 3 Youtube 26.8 Youtube 30.8 Ebay 36.9 Ebay 41.3 4 Twitter 25.9 Twitter 27.3 Twitter 34.3 Whatsapp Messenger 31.5 5 Google 21.5 Google 25.7 Google 29.0 Twitter 30.8 6 Whatsapp Messenger 14.9 Whatsapp Messenger 18.4 Whatsapp Messenger 25.7 Google 25.1 7 Amazon Mobile 11.0 Amazon Mobile 15.3 Drawsomething 21.2 Gmail 23.4 8 Skype 11.0 Mobileprofile 13.9 Amazon Mobile 17.5 Facebook Messenger 23.0 9 BBC News 10.8 Paypal 12.4 BBC News 15.6 Paypal 19.5
10 Paypal 10.0 BBC News 12.2 Paypal 12.9 Google Maps 19.3 11 Mobileprofile 9.8 MSN 11.0 Cooliris 10.9 Cooliris 15.9 12 Angry Birds 7.8 Skype 10.0 Skype 10.8 Amazon Mobile 15.8 13 İMDb 7.4 IMDb 8.2 MSN 10.6 Drawsomething 15.8 14 Nectar 7.3 TV Guide 8.2 Met Office 10.0 Skype 13.6 15 Cooliris 7.2 Cooliris 7.9 Instagram 9.8 BBC News 13.3 16 Shazam 6.7 Wordswithfriends 7.8 Wordswithfriends 9.6 BBC iplayer 11.6 17 MSN 6.5 Temple Run 7.7 Facebook Messenger 9.2 Instagram 11.6 18 ibooks 6.1 Angry Birds 7.2 Android Voicesearch 9.1 Android Voicesearch 10.8 19 Skynews 5.9 Sky+ 7.0 Shazam 9.1 Groupon 10.4 20 Groupon 5.8 Solitaire 6.8 Angry Birds 8.8 Wordswithfriends 9.7
BUT ONCE THEY HAVE BEEN DOWNLOADED, ARE THEY EASILY FORGOTTEN?
9 © 2012 Arbitron Inc.
0.0 50.0
100.0 150.0 200.0 250.0 300.0 350.0
TV On Demand
Q1
Q2
Q3 0.0
50.0
100.0
150.0
200.0
250.0
mCommerce
Q1
Q2
Q3
0.0 100.0 200.0 300.0 400.0 500.0 600.0 700.0 800.0
Gaming
Q1
Q2
Q3 0.0
100.0 200.0 300.0 400.0 500.0 600.0
Social Networking and Chat
Q1
Q2
Q3
Tim
e sp
ent i
n m
in
Tim
e sp
ent i
n m
in
Tim
e sp
ent i
n m
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Tim
e sp
ent i
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in
AND WHEN CONSUMERS HAVE THE CHOICE, WHICH METHOD IS THE WINNER
10 © 2012 Arbitron Inc.
Mobile Application
Engagement Mobile Website
Engagement
(Per User. In Minutes/
Mo) (Per User. In Minutes/
Mo) 1 Youtube 112.5 ✔ Youtube 40.1 ✗ 2 Yahoo Mail 74.4 ✗ Yahoo 217.5 ✔ 3 Voucher Codes 4.6 ✗ Voucher Codes 5.6 ✔ 4 Vodafone 4.5 ✗ Vodafone 58.3 ✔ 5 Twitter 220.0 ✔ Twitter 37.0 ✗ 6 Three 7.8 ✗ Three 80.8 ✔ 7 Thetrainline 10.9 ✗ Thetrainline 28.7 ✔ 8 Tesco Groceries 15.6 ✗ Tesco 29.4 ✔ 9 T-mobile 7.6 ✗ T-mobile 48.2 ✔
10 Skysportnews 60.4 ✗ Skysports 118.0 ✔ 11 Skygo 42.7 ✗ Sky 53.0 ✔ 12 Sainsbury's 5.5 ✗ Sainsbury's 60.1 ✔ 13 Rightmove 39.3 ✗ Rightmove 65.6 ✔ 14 Quidco 17.5 ✗ Quidco 29.3 ✔ 15 Paypal 8.3 ✗ Paypal 28.9 ✔ 16 Orange 7.0 ✗ Orange 119.2 ✔ 17 O2 6.5 ✗ O2 144.7 ✔ 18 Natwest 20.7 ✗ Natwest 39.6 ✔ 19 National Lottery 9.9 ✗ National-Lottery 72.8 ✔ 20 Linkedin 8.1 ✗ Linkedin 9.5 ✔ 21 ITVplayer 27.9 ✗ ITV 44.5 ✔ 22 IMDb 25.7 ✗ IMDb 30.0 ✔ 23 Gumtree 31.9 ✗ Gumtree 241.5 ✔ 24 Groupon 12.6 ✗ Groupon 34.8 ✔ 26 Facebook 355.9 ✗ Facebook 419.2 ✔ 27 Ebay 92.0 ✗ Ebay 100.2 ✔ 28 Channel 4 76.9 ✔ Channel 4 18.2 ✗ 29 BBC 80.8 ✗ BBC 131.8 ✔ 30 Asda 14.5 ✗ Asda 26.0 ✔
Arbitron Mobile Index Report, August 2012
WHERE SHOULD YOUR FOCUS BE, IPHONE, ANDROID OR ACROSS ALL PLATFORMS?
11 © 2012 Arbitron Inc.
0.0
100.0
200.0
300.0
400.0
500.0
600.0
700.0
800.0
Android iOS BlackBerry OS Symbian
Platforms
Add-on apps
Arbitron Mobile Index Report, August 2012
Num
ber o
f ses
sion
s pe
r mon
th
ARE YOU LIKELY TO REACH YOUR TARGET MARKET THROUGH APPS OR THE MOBILE WEB?
12 © 2012 Arbitron Inc.
0.0
100.0
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300.0
400.0
500.0
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700.0
Number of Sessions/Month
Add-on apps
Browsing
Arbitron Mobile Index Report, August 2012
AND WHEN ARE CONSUMERS LIKELY TO ENGAGE WITH APPLICATIONS – IN THE WEEK……
13 © 2012 Arbitron Inc.
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
Face
time
per m
in
Weekday
Add-on apps
Browsing
Messaging
Platform services
Voice call
Arbitron Mobile Index Report, August 2012
……..OR ON THE WEEKEND?
14 © 2012 Arbitron Inc.
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
Face
time
per m
ins
Weekend
Add-on apps
Browsing
Messaging
Platform services
Voice call
Arbitron Mobile Index Report, August 2012
ARBITRON MOBILE
© 2012 Arbitron Inc.
Liam Corcoran Arbitron Mobile Email: liam.corcoran@arbitron.com
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