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Presented by Melanie Courtright, Roddy Knowles, and Kristin Luck from Decipher. Hosted by CASRO.
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Melanie Courtright and Roddy Knowles
Finding Meaning in Mobile Behavioral Data
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Can you identify this picture?
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Notice any differences?
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Who are we studying?What devices?
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Male Female Less than $25K
$25K - $49K
$50K - $74K
$75K - $99K
$100K - $149K
$150K - $199K
$200K+
49% 51%
25% 25%
18%
12% 12%
4% 4%
50% 50%
17%20%
23%
14% 15%
6% 5%
Census Mobile
BrandGender Income
Male Female < $25K$25K - $49K
$50K - $74K
$75K - $99K
$100K - $149K
$150K - $199K
$200K+
Android 57% 39% 53% 56% 48% 37% 44% 23% 24%
iPhone 33% 50% 32% 37% 43% 50% 44% 63% 70%
Blackberry 3% 3% 1% 3% 4% 4% 4% 8% 4%
Windows 3% 2% 2% 3% 1% 4% 4% 2% -
Other 5% 7% 12% 3% 4% 5% 4% 4% 3%
US Census vs. Mobile and Brand Demos
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US Census vs. Mobile and Brand Demos
18 - 24 25 - 34 35 - 44 45 - 54 55+ Hispanic Caucasian Black Asian Other
13%18% 18% 19%
33%
16%
72%
13%
5%9%
13%18% 19% 20%
29%
15%
73%
15%
6% 6%
Census Mobile
BrandAge Ethnicity
18-24 25-34 35-44 45-54 55+ Hispanic Caucasian Black Asian Other
Android 51% 54% 54% 45% 40% 59% 42% 57% 53% 74%
iPhone 43% 42% 36% 39% 45% 28% 47% 30% 35% 19%
Blackberry 2% 1% 2% 5% 5% 5% 3% 8% - 2%
Windows 2% 2% 4% 4% 0% 3% 2% 2% 8% 2%
Other 2% 1% 5% 7% 9% 6% 7% 4% 4% 3%
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Who We Are StudyingWhat We Can Control!
30K global completes, single sample source, dual mode, with each mode weighted to age, gender, income, and ethnicity.
Sports / Olympics Attitudes Mobile (Mean) Web (Mean)I am only interested in major sporting events 2.95 2.97
I love watching all sports 3.11 3.14
Sports really don’t interest me 2.18 2.17
Watching / engaging in sports is important to me 3.51 3.56
There are more important things in life than sports 3.57 3.56
The Olympics will increase my interest in sports 3.24 3.31
I will watch the Olympics with friends and family 3.66 3.72
There are more important things in the World than the Olympics 3.60 3.59
Olympics Following Methods (%) (%)Television 92% 91%
Newspapers 42% 40%
News website(s) 33% 36%
Radio 31% 32%
Sport website(s) 23% 25%
Mobile phone apps/applications 13% 15%
Smoking (%) (%)Everyday 15.1% 14.2%
Some Days 7.8% 6.5%
Not at all 77.1% 78.1%
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What Are We Capturing
Location: GPSApps: usage Phone calls: incoming, outgoing, missed, duration Text/SMS Messages: sent, received Email: sent, received Web: URL/websites visitedCamera: usage
Primary Mobile Platforms2
7 Types of Data Collected Passively
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What We Can Do With…
Location Data (GPS) Considerations
• Not everyone is trackable
• GPS accuracy: Satellite vs. Network
• Type and frequency of communication
• Filter behavioral data by location
• Derive location type (e.g. home, work)
• Target and push surveys
• Advanced analytics
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What We Can Do With…
App Data Considerations
• Target based on apps used
• Measure “stickiness”
• Slice and dice
• Capture foreground & background usage
• Passive or “active” usage
• Raw data allergies
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What We Can Do With…
Web/URL Data Considerations
• Track websites/URLs visited
• Aggregate – top sites by category, user
• Compare website usage vs. app usage
• What is captured, what is delivered, and what may be lost
• Time measurement
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What We Can Do With…
Text/SMS, Email, Phone, Camera, Music
Considerations
• Track ingoing and outgoing communications
• Log Camera usage
• Capture specific details of music played
• Music listening varies by platform
• Boolean capture
• When content is important, ask
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What This Means for Research
Behavioral data stands alone… or hand in hand with other data points
On its own/ Aggregated
• Key indicators and measures
• Trend spotting
Sliced and diced
• Place and time
• Demographics
• Attitudes and behaviors
Combined with survey data
• Stated vs. actual
• Trust but verify
• Understand the “why”
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Aggregated Behavioral DataTop Level Report on User Activity
Data from US mobile behavioral panelists rolled into a monthly summary report
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App UsageDecember
29Average
Number of Apps Used
Per Day
Top 10 App Categories Used
Communications 160%
Social Media 155%
Email 124%
App Stores 100%
Music 80%
Streaming Video 76%
Mapping & Nav. 70%
Shopping 42%
% Reach
4App
Categories w/ 100%+
Reach
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Website VisitationDecember
Top 10 Websites with the Most Unique Visits
1. google.com
2. facebook.com
3. amazon.com
4. yahoo.com
5. wikipedia.org
6. youtube.com
7. ebay.com
8. espn.go.com
9. accuweather.com
10. walmart.com
Top 10 Most Visited Websites
1. google.com
2. facebook.com
3. amazon.com
4. wikipedia.org
5. youtube.com
6. walmart.com
7. ebay.com
8. answers.yahoo.com
9. twitter.com
10. ups.com
Designates website ranks in top 10 for most visits and unique visits.
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Behavioral Data AloneHoliday Shopping Study
As part of a broader study on holiday shopping including online and B&M shopping, mobile activity was tracked.
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Wal
mar
t
Targ
et
Best B
uy
Kohl's
Sear
s
Macy'
s
The
Home
Depot
Costc
o
Toys
"R" U
s
Lowe'
s
Barne
s & N
oble
JC P
enne
y
Sam
's C
lub
Kmar
t
Stap
les
Apple
Sto
re
Nords
trom
Dillar
d's
Gap
North
Face
Other
70%64%
47%
41%35%
33%
24% 23% 22% 22% 21% 21% 20% 18%
10% 10% 9% 8% 7%3%
9%
Planned and actual store visits during a two week period
What respondents said and did ranked differently
2 7 11 3 515 16 101
Top 10 store visitation ranking
GPS Store visitation
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N=5829 - Q8. Which of the following store locations are you planning to visit in the next few weeks? Please check all that apply.
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Top 20 Apps Usage
Period: Nov 19-30, 2012. Tracked websites which are in top 20 are highlighted in Blue Color. Segmented based on No of Users & Hrs used is more than 100. Default apps not considered under consideration (like Settings, Contacts etc.,)
The Facebook app was used 11,004 hrs during the 12-day period (11/19-11/30) by 719 users averaging to 1.275 hrs per day (76.5 minutes).
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Store Visits GPSSample = 800
Mobile Websites Sample = 1150
PC Websites Sample = 5398 To
tal #
of
Vis
its
11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30
0
300
242 247 256
136
207
167144 153 144
202
254 245
Tota
l #
of
Vis
its
11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30
0
1000
376281 279
456
701745
921
543 547475
204 223
Tota
l #
of
Vis
its
11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30
0
7000
3389 33163789
49695404
38854593
5757
3221 3098 2930 2710
BLACK
FRIDAY
CYBER
MONDAYTraffic
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Behavioral & Survey Data CombinedIn-store Phone Usage
Grocery shoppers’ phone usage was captured, verified, and contextualized.
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Shopper Profile
Fred Meyer – April 18,
2013
Male, 53, Divorced
Game, Facebook
$14
Special Trip,
Under 15 Minutes
Greg Grocery
No Coupon
Used
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App UsageStated and Actual
Series1
31%
24%
13% 12%
5%
25%21%
16%14%
11%
Stated Actual
Types of Apps Used
Text/SMS GamesShopping/Retail
Phone Social
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App UsageWhat & Why
46% Call about a purchase
39%
Message about a purchase
What did you buy?
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Shopping List
83%
App UsageWhat & Why
45%
41%
Coupon
Compare Prices
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The Behavioral Data Journey
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P1: Lost at Sea
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P2: Learning how the data lives together
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P3: Happy Days
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P3b: I Love Data, Too
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P4: Data Magic
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P5: Elite Data Team
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Thank you!
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Melanie Courtrightmcourtright@researchnow.com
Roddy Knowlesroknowles@researchnow.com
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