View
472
Download
2
Category
Preview:
DESCRIPTION
Insights from Opera Mediaworks powering the mobile ad economy HEALTH & FITNESS marketing going mobile.
Citation preview
Insights from Opera Mediaworkspowering the mobile ad economy
www.operamediaworks.com info@operamediaworks.com
Every year, creative communications industry professionals gather in Cannes, France for theadvertising industry’s biggest awards show and festival: Cannes Lions. This year a special focus of the event is Lions Health, which is billed as the world’s �rst festival of creativity in healthcare communications. In honor of this event, Opera Mediaworks conducted a focused study of mobile advertising and consumer use of mobile Health & Fitness sites and applications. This study leverages insights from the over 500 million impressions per month we manage for over 400+ sites and applications focused on Health & Fitness content. It also leverages �ndings from our own consumer survey completed in May 2014.
HEALTH & FITNESSGOING MOBILE
Insights from Opera Mediaworkspowering the mobile ad economy
www.operamediaworks.com
Where are Health & Fitness sites and applications the most popular?
Each month the Health & Fitness category accounts for approximately 5% of our global revenue and impressions under management. In this analysis, we wanted to identify which countries stand out as having an audience that is signi�cantly more or less engaged with Health and Fitness content. To do this, we compared the percentage of traf�c from Health & Fitness sites and apps from each country with that country’s share of total impressions. This allows us to estimate whether the country’s audience is more or less inclined to use Health & Fitness sites and apps. The results for our top 10 countries, as measured by total monthly impressions, are shown below. The United States audience generated the most ad impressions for the category but, as the graph shows, Canadians are the most engaged with Health & Fitness sites and apps, while our audience in Russia is the least engaged.
250%
200%
150%
100%
50%
0%
-50%
-100%
-150%
United Sates
India
Indonesia
Russian Federation
United Kingdom
Canada
Brazil
Australia
South Africa
Mexico
Health & Fitness traf�c relative to total impressions
p.2
250%
200%
150%
100%
50%
0%
-50%
-100%
-150%
United Sates
India
Indonesia
Russian Federation
United Kingdom
Canada
Brazil
Australia
South Africa
Mexico
Health & Fitness traf�c relative to total impressions
Insights from Opera Mediaworkspowering the mobile ad economy
www.operamediaworks.com
Is the audience for Health the same as the Fitness audience?
This led us to question whether, internal to Health & Fitness, there is a difference between the audience using “Health” and those using “Fitness” sites and apps. We de�ne “Health” sites and applications as thesub-category focusing on medical and healthy lifestyle issues. “Fitness” sites are those catering to exercise interests or weight control.
We found that in the majority of cases audience interest in Health and Fitness is closely linked. Countries showing above-average interest in health or �tness also show an average or above-average interest in the other sub-category. However, there are a few cases where we saw a sharp divergence.
Those few cases where we saw the two sub-categories moving in opposite directions from the country average led us to investigate whether the availability or lack of advanced medical care results in more or less interest in health sites.
For this investigation, we again compared the percentage of traf�c from Health & Fitness sites and apps for each country with that country’s share of total impressions and then grouped all of the countries into three segments based on estimates of their number of doctors per capita.1 The table below details our �ndings.
While countries with the most doctors per capita account for 67% of our total impressions across all categories, they consume over 90% of impressions to health sites. In contrast, 11% of our total impressions are destined for countries with the fewest doctors per capita, and that audience consumes less than 1% of our health-oriented impressions. While this highlights the global healthcare gap, it also reveals an extremely large, untapped audience for healthcare-related sites and apps.
1. The source for our estimate of doctors per capita came from the World Bank. See (http://data.worldbank.org/indicator/SH.MED.PHYS.ZS).
p.3
100%
80%
60%
40%
20%
0%
Top
All Categories
Health
Middle Bottom
% Im
pres
sion
s
doctors per capita
100%
80%
60%
40%
20%
0%Top third
All categories
Health
Middle third Bottom third
% im
pres
sion
s
Doctors per capita
Segments based on the number of doctors per capita
Insights from Opera Mediaworkspowering the mobile ad economy
www.operamediaworks.com
How do the Health and Fitness audiences differ?
DEVICE USE
The Health & Fitness audience is far more likely to use an iPhone than other devices and far less likely to use a tablet than a phone. Among Android users, the Fitness audience was signi�cantly larger than the Healthaudience.
p.4
40%
50%
30%
60%
70%
20%
10%
OTHER
Android
Fitness Health All categories
iOS Other
PhoneTablet iPhoneiPad PhoneTablet
Insights from Opera Mediaworkspowering the mobile ad economy
www.operamediaworks.com
ENGAGEMENT BY TIME OF DAY AND DAY OF WEEK
The Health & Fitness audience is signi�cantly more active midweek (Tue-Wed) and least active on the weekend (Fri- Sun).
The Health & Fitness audience segments into two distinct sub-groups when viewing usage by time of day. Fitness sites and applications have the most usage during the afternoon and evening, with peak usage and engagement occurring between 9 and 10 PM. Health sites have the most usage during the early afternoon, with traf�c peaking around 12 noon to 1PM.
12pm
6am
12am
6pm
HE
ALT
H S
ITE
S
FITNESS SITES & APPS
Time of day usage patterns
p.5
Most usage for Fitness Sites & Apps
Peak usage
Most usage for Health Sites
100%
88.3%
63.2%
.61%1.57%1.05%
8.78%
4.43% 4.82%
% O
f im
pres
sion
s fo
r sub
cat
egor
y
40%
30%
10%
50%
60%
70%
80%
90%
20%
0%
Insights from Opera Mediaworkspowering the mobile ad economy
www.operamediaworks.com
Entertainment
Advertising to Health Audience
Advertising to Fitness Audience
Pharma
% Revenue
Computers &Electronics
Food & DrinkAthleticApparel
Beauty &Cosmetics
Mobile PhoneService
p.6
100%
88.3%
63.2%
.61%1.57%1.05%
8.78%
4.43% 4.82%
% o
f im
pres
sion
s fo
r sub
-cat
egor
y
40%
30%
10%
50%
60%
70%
80%
90%
20%
0%
INTERACTION WITH AD CAMPAIGNS
Successful campaigns in the Health sub-category come from very different advertiser and brand verticals than those in the Fitness sub-category. Only one ad vertical, Food & Drink, is a top vertical for both audiences.
Entertainment
Advertising to Health audience
Advertising to Fitness Audience
Pharmaceuticals
Bubble size = % revenue
Computers &Electronics
Food & DrinkAthleticApparel
Beauty &Cosmetics
Mobile PhoneService
Insights from Opera Mediaworkspowering the mobile ad economy
www.operamediaworks.com
How are users interacting with their mobile devices to meet their Health & Fitness needs?
For the �nal part of our report, we focus on the United States, as it provides the greatest quantity of traf�c to our platform from Health & Fitness sites and applications. To �nd out how mobile users in the U.S. use their mobile device to meet their Health & Fitness needs, we conducted two research projects.
• We analyzed traf�c from over 49,000 unique smartphones interacting with Health and Fitness sites.
• Using our Survey Manager service, we conducted a mobile online survey of over 2,000 U.S. smartphone consumers.
How often do people use Health & Fitness sites and apps?
Our survey revealed that over 50% of smartphone users use their device to learn about diet, exercise or other health and wellness topics. However, less than a quarter of them (22.45%) can be considered regular users (greater than 1x per week).
p.7
Insights from Opera Mediaworkspowering the mobile ad economy
More thanonce a week
About oncea week
About oncea month
Once everyfew months
A couple of timesper year
Less oftenthan that
Never
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Opera Mediaworks Survey Manager
TAKE OUR SURVEY
The Opera Mediaworks Survey Manager empowers advertisers with the tools to better understand their audience. From simple polling to robust management of multi-tiered questionnaires, using our survey tools or yours, Survey Manager �nds your audience, creates and delivers your call to action, collects responses and reports to you. Fast, ef�cient insights and intelligence.
Health and Fitness audience pro�les are very different. As shown in the graphic below, when Fitness users are not engaged on a Fitness site or app, they focus their attention on the Entertainment and Productivity categories. The Health audience is most likely to place their attention on Social Media activities and News sites.
We found very few people using both Health and Fitness sites. Similarly, within the sub-categories very few Fitness users visit multiple Fitness media properties and very few members of the Health audience visit multiple Health properties.
Diet & Fitness
Health0% 10% 20% 30% 40% 50% 60% 70% 80%
Insights from Opera Mediaworkspowering the mobile ad economy
www.operamediaworks.com
What activities do Health & Fitness users focus on?
Of the survey respondents using Health and Fitness sites and applications, over 68% engage with diet or exercise sites.
What categories of media publishers do Health & Fitness users favor?
p.8
Diet & Fitness
Health
News & Info Games
Productivity
Fitness
All users
Health users
Social
Entertainment
Music, Video & Media Family
0% 10% 20% 30% 40% 50% 60% 70% 80%
Insights from Opera Mediaworkspowering the mobile ad economy
40%
30%
20%
10%
Insights from Opera Mediaworkspowering the mobile ad economy
www.operamediaworks.com p.9
Within the Health sub-category over 90% of users visit sites where the publisher addresses a broad range of health-related information. There is also signi�cant traf�c to sites with speci�c medical content. The table below details the subject matter of the content-speci�c sites with the most traf�c.
How does the Health-focused audience use their device?
How does the Fitness audience use their device?
To investigate the Fitness audience in more detail, we focused our efforts on our consumer survey. We designed the survey to address questions as to how the Fitness audience uses a mobile device while exercising. We found:
The smartphone is the most common device carried while exercising.
The most common purpose for carrying a device while exercising is to listen to music.
NeverEver
0% 10% 20% 30% 40%
Radiology & Cancer
Cardiology
Diabetes
Other
Psychology
Surgery
0% 10% 20% 30% 40%
10% 20% 40% 50% 80%
iPod touch orother portable player
MP3 orportable media player
Smartphone
Tablet
Wearable �tness/activity trackers
Home videogame console
Other
None of these
0% 30% 60% 70% 90% 100%
10% 20% 40% 50% 80%
Personal use/safety
Receive calls/texts
Stop watch
Listen to music
For health/�tness apps
Watch shortvideo clips
Watch TV shows/or movies
Check email ortext message
Read ebooks
Access browsethe mobile web
0% 30% 60% 70% 90% 100%
Visitors to speci�c medical content sites and apps
Respondents reporting use while exercising Respondents reporting use while exercising
Signi�cantly more females than males carry a mobile device while exercising. Although overall the use of wearables (e.g., �tness trackers such as Jawbone UP, Fitbit, FuelBand etc.) is minimal, signi�cantly more males than females carry a wearable device (3.61% of males, 1.71% of females)
Women have a far greater preference for maintaining communications, either to send or receive texts and calls, or for safety, than do men. Women also report more interest in listening to music while exercising than do men.
Insights from Opera Mediaworkspowering the mobile ad economy
www.operamediaworks.com
Smartph
one
MP3
Table
tiPod
Wea
rable
None
Video
Other
Stopw
atch
Receiv
e call
s/tex
t
Listen
to m
usic
Person
al us
e/safe
ty
Use H
&F app
s
Email or
text
Watc
h vide
o
Watc
h tv
Web
acce
ss
Read b
ooks
p.10
Age and gender differences
Insights from Opera Mediaworkspowering the mobile ad economy
70%
60%
50%
40%
30%
20%
10%
0%
70%
60%
50%
40%
30%
20%
10%
0%
Male
Female
Male
Female
There were few pronounced age differences in the survey results. For the most part, the reported use of devices or services closely paralleled the sample’s age and gender breakdown by percentage. This trend is exempli�ed by the graphic below, which compares overall share of responses by age and gender with the use of mobile devices to listen to music while exercising. As shown, service distribution is nearly equitable to overall share of the respondents with the exception of a slight decline in usage for the two older age demographics.
Two areas where we observed a strong divergence in reported usage rates when compared to the survey sample’s overall makeup was for the use of Health & Fitness applications and engagement with TV and movie content.
Males in the 25-34 age group showed a much stronger preference for using Health & Fitness applications on their mobile devices than any other age and gender group.
We noted previously that females tend to use mobile devices as part of their �tness programs more than men, and this is the case in the area of watching TV and movies. However, this observation is strongly in�uenced by the behavior of the 25-34 year old group, where women show a strong preference for watching TV while men in that age group show little interest. This signi�cant lack of interest by men 25-34 overcomes a fairly strong interest observed in the male age 18-24 group.
For more details from our survey or to learn more about Survey Manager, see us at Cannes Lions, contact your Opera Mediaworks account manager or get in touch via info@operamediaworks.com.
Insights from Opera Mediaworkspowering the mobile ad economy
www.operamediaworks.com p.11
Insights from Opera Mediaworkspowering the mobile ad economy
30%
40%
18-24 25-34 35-44 45-54 55 or older
20%
10%
0%
30%
20%
10%
0%
30%
40%
50%
18-24 25-34 35-44 55 or older
20%
10%
0%
30%
20%
10%
0%
30%
40%
18-24 25-34 35-44 55 or older
20%
10%
0%
30%
20%
10%
0%
45-54
45-54
Male sample
Female sample
Male music listeners
Female music listeners
Male sample
Female sample
Male use of Health & Fitness apps
Female use of Health & Fitness apps
Male sample
Female sample
Male watching TV or movie
Female watching TV or movie
Recommended