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Presentation by Roddy Knowles, Sr. Delivery Manager, Research Now Mobile
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Roddy KnowlesSr. Delivery Manager, Mobile Research Expert
Dialing up Mobile Research with Behavioral Data
2
Smartphones Are Used Everywhere
3
Can This Be Dangerous?
4
Mobile Screen Time Continues To Rise
5
What Is Meant By “Mobile” Today?Which devices?
6
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%
8
What Is Captured
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
9
What Can Be Done With…
Location Data (GPS)
Considerations• Not everyone is trackable
• GPS accuracy: Satellite vs. Network
• Type and frequency of communication
Target and push surveys
Derive location type (e.g. home, work)
Filter behavioral data by location
Advanced analytics
Not everyone is trackable
Type and frequency of communication and fencing
Considerations(GPS)
10
What Can Be Done With…
App Data
Considerations• Not everyone is trackable
• GPS accuracy: Satellite vs. Network
• Type and frequency of communication
Survey targeting based on usage
Measure “stickiness”
Slice and dice
Foreground or background usage - passive or “active”
Data structure and size
Considerations(GPS)
11
What Can Be Done With…
Web/URL Data
Considerations• Not everyone is trackable
• GPS accuracy: Satellite vs. Network
• Type and frequency of communication
Track websites/URLs visited
Aggregate – top sites by domain/property, category
Compare website usage vs. app usage
What is and isn’t captured
How much granularity is needed
Considerations(GPS)
12
What Can Be Done With…Text, Music, Email, Camera
Data
Considerations• Not everyone is trackable
• GPS accuracy: Satellite vs. Network
• Type and frequency of communication
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
Considerations(GPS)
13
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”
14
Aggregated Behavioral DataTop Level Report on User Activity
December 2013 Summary Report of US Mobile Users
15
Website VisitationDecember, 2013
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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App UsageDecember, 2013
29Average
Number of Apps Used
Per Day
Top 8 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
17
App and Web UsageDecember 2013
18
Behavioral & Survey Data CombinedIn-store Phone Usage
Grocery shoppers’ phone usage was captured, verified, and contextualized.
19
Shopper Profile
Stop & Shop – March
28, 2013
Female, 38,
Married
Phone, Email,
Retailer App
$96
Stock Up Trip, 46-60
Minutes
Suzy Shopper
Coupon Used
20
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
21
App UsageWhat & Why
46% Call about a purchase
39%
Message about a purchase
What did you buy?
22
Shopping List
83%
App UsageWhat & Why
45%
41%
Coupon
Compare Prices
2323
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