Adrian Tan K L
30th January 2013
ACTIVATING APPS IN
MARKET RESEARCH
TO GROW BRANDS & BUSINESSES
ABOUT ME
Created on www.wordle.net
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
3
LET’S TALK ABOUT …
Smartphone Revolution – so what?
Measurin...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
4
ASIA IS GETTING ‘SMARTER’
Smartphones outnumber Non-Smartpho...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
5
MOBILE APPS CONTINUE TO TRUMP THE INTERNET
Source: Nielsen S...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
6
CONSUMERS ARE DRIVING APPS MAINSTREAM
Source: Nielsen Smartp...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
7
APPS ARE ACCELERATING CONSUMERS ALONG
THE PATH TO PURCHASE
S...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
8
WHERE’S THE MONEY?
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
99
FORWARD-THINKING MARKETERS EMBRACE
MOBILE TO DIFFERENTIATE
...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
10
YOUR GAME CHANGER: MOBILE APPS RESEARCH
NIELSEN
INFORMATE
M...
MOBILESCAN
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
12
THESE 32
IMPULSE CATEGORIES
FOR PURCHASES
Alcoholic Beverag...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
13
Consumer Panel
• In home barcode
scanner
• Tracks over 300K...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
14
Implications on Retail strategy for Planned vs. Impulse pur...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
15
Fruit Juice had low OOH penetration among Lower Income & Yo...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
16
3 WHAT’S IN, WHAT’S OUT?
Focus on OOH ads for categories wi...
MOBILE INSIGHTS
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
18
TOTAL ACTIVE TIME
(Phone in use, both online & offline) Min...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
1919
UNPARRALLELED SMARTPHONE METERING
CAPABILITY
On-Device Me...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
20
27
46 45
15 6
43
45
18
45
18
30
38
36
27
8
57
23 59
27
65
O...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
21
Day starts
5:29 am with
Browser
Day ends
11.12pm with
Incom...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
22
Promote products via streaming video websites or Invest in ...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
23
Understand which app to advertise on or create content for
...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
24
TOP MOVING APPS June Sept Nov
Android market 82 92 95
Faceb...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
2525
LEARNINGS
IT’S NOT JUST THE APPS
IT’S THE PANELS
1+1 is >...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
26
CAPITALIZE ON THE MAGIC OF MOBILE TO GET EVEN
CLOSER TO CON...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
27
Thank you
Adrian Tan
Email: adrian.tan@nielsen.com
Twitter:...
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Activating Apps in Market Research (MRMW Asia 2013)

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Mobile research over apps: uncovering mobile usage behavior of consumers using on-device metering

Presentation made at MRMW Asia 2013 in KL by:

Adrian Tan, Head of Telecom & Technology, The Nielsen Company

Published in: Technology, Business
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Activating Apps in Market Research (MRMW Asia 2013)

  1. 1. Adrian Tan K L 30th January 2013 ACTIVATING APPS IN MARKET RESEARCH TO GROW BRANDS & BUSINESSES
  2. 2. ABOUT ME Created on www.wordle.net
  3. 3. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 3 LET’S TALK ABOUT … Smartphone Revolution – so what? Measuring your consumers’ BEHAVIOUR Capitalizing on their CONSUMPTION 3
  4. 4. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 4 ASIA IS GETTING ‘SMARTER’ Smartphones outnumber Non-Smartphones in a number of APAC markets Source: Nielsen Smartphone Insights 72 67 59 58 51 30 28 27 25 19 10 28 33 41 42 49 70 72 73 75 81 90 Singapore Korea China Hong Kong Taiwan Vietnam Malaysia Thailand PhilippinesIndonesia India % Feature Phone Users % Smartphone Users 68 97 61 82 73 38 46 20 40 15 14 % Android or iOS users Handset Types among Mobile Users (16-64 yrs)
  5. 5. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 5 MOBILE APPS CONTINUE TO TRUMP THE INTERNET Source: Nielsen Smartphone Analytics 2012 & 2011 Source: Nielsen Smartphone Analytics Time Share shows a significant shift in favor of apps 73% 82% 28% 18% June 11 June 1220122011 Time Spent on Apps vs Mobile Web (USA) Web Apps
  6. 6. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 6 CONSUMERS ARE DRIVING APPS MAINSTREAM Source: Nielsen Smartphone Analytics 2012 & 2011 Instagram added 13m users in the past year and has grown 270% in the past 3 months In the past year, Amazon Mobile: +8m users Amazon App Store: +6m eBay: +5m 59% 84% 85% 89% 90% 98% 105% 116% 123% Social Networking Total Mobile Universe Entertainment Commerce & Shopping News & Information Communication Finance Travel Photography Source: Nielsen Smartphone Analytics Growth (‘12 vs ‘11) of Mobile App Unique Audience (USA) Android & iOS
  7. 7. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 7 APPS ARE ACCELERATING CONSUMERS ALONG THE PATH TO PURCHASE Searching for/using online coupons Comparing prices online while shopping in a store Scanning a barcode to compare prices/product info Paying for goods and/or services at POS at a merchant Discovery Purchase 33% 37% Browsing products through mobile web or apps 42% 33% 26% 18% 15% 22% 7% 9% Purchasing products through mobile sites or apps 24% 22% Women Men Source: Nielsen Mobile Insights
  8. 8. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 8 WHERE’S THE MONEY?
  9. 9. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 99 FORWARD-THINKING MARKETERS EMBRACE MOBILE TO DIFFERENTIATE Drive Brand Awareness Grow Brand Connection Be Present in the Customer Journey CONSIDER THESE OPPORTUNITIES….. Use mobile to ENHANCE today’s insights? Apps are great, but where’s the money? A CURRENCY for mobile usage?
  10. 10. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 10 YOUR GAME CHANGER: MOBILE APPS RESEARCH NIELSEN INFORMATE MOBILE INSIGHTS NIELSEN MOBILE SCAN 10
  11. 11. MOBILESCAN
  12. 12. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 12 THESE 32 IMPULSE CATEGORIES FOR PURCHASES Alcoholic Beverages Confectionery & Snacks Instant Beverages Foods & Desserts Ready-to-drink Beverages Beer, whisky, and wine Biscuit, candy, chocolate, cough lozenges, gum, ice cream, mouth freshener, preserved fruit, seasoned seaweed, seed, and snacks Cake, cup yogurt, foods and desserts, instant noodle, RTE bakery, RTE processed food, rice porridge & soup. Instant coffee, tea, and tonic food drinks Drinking water, fruit juice, functional drink, liquid milk, other beverages, RTD tea & coffee, soft drinks, sport drinks HOW DO I TRACK OUT-OF-HOME
  13. 13. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 13 Consumer Panel • In home barcode scanner • Tracks over 300K SKUs • Captures date, time, basket size & promotion HOMESCAN VS MOBILESCAN HomeScan MobileScan • Similar tracking but using mobile • Covers impulse purchases
  14. 14. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 14 Implications on Retail strategy for Planned vs. Impulse purchases. 2/3 of OOH grocery spend is on non-barcoded, heavy on Foods & Desserts 1/3 of purchases were done in Convenience Stores 1 WHAT ARE CONSUMERS BUYING AND WHERE 4 31 2 9 54 % Share of Wallet Alcoholic Beverages Ready-to-Drink Beverages Instant Beverages Confectionery & Snacks Foods & Desserts Sample Data 15% 33% 31% 6% 3% 0% 12% Hyper/Supermarkets Convenience Stores Restaurant & Food Shops Coffee & Bakery Shops & Ice Cream Parlor & Internet Shops Personal Care/Pharmacy/Drug Stores Others e.g. Bar & Night Club, Hotel, etc. Traditional Retail Outlets % Share of Location Convenience Stores Source: Nielsen MobileScan
  15. 15. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 15 Fruit Juice had low OOH penetration among Lower Income & Young Adults 2 WHO IS BUYING YOUR BRAND AND CATEGORY % purchase penetration by demo 12 weeks ending Aug 12 Implications OOH advertising campaign strategy for specific target groups Source: Nielsen MobileScan
  16. 16. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 16 3 WHAT’S IN, WHAT’S OUT? Focus on OOH ads for categories with heavier OOH consumption. Source: Nielsen MobileScan % of consumption taking place Out-of-Home Heavy OOH Above 80% Energy Drink (96%) RTD Tea & Coffee (89%) Chocolate (81%) Medium OOH 61-80% Low OOH 60% & less Pasteurized Milk (67%) Fruit Juice (66%) Biscuits (65%) UHT Yogurt (57%) Instant Coffee(44%) UHT Milk (65%)
  17. 17. MOBILE INSIGHTS
  18. 18. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 18 TOTAL ACTIVE TIME (Phone in use, both online & offline) Minutes per day Source: Nielsen Informate Mobile Insights, India panel 157 HOW INDIAN CONSUMERS USE THEIR SMARTPHONES Call 16mins 10% Chat 10mins 6% Connectivity 1min 1% Email 2mins 1% Messaging 14mins 9% Communication Games 7mins 5% Multimedia 33mins 21% Entertainment Browsing Phone Navigation 6mins 4% Security 1 min 1% Phone Management Office Packages 1mins 1% Utility 21mins 13% Application 43 mins 27% 40 mins 25% 43 mins 27% 8 mins 5% 24 mins 15% Phone Features 2mins 1%
  19. 19. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 1919 UNPARRALLELED SMARTPHONE METERING CAPABILITY On-Device Meter 24/7 Accurate GENERATING INSIGHTS SINCE 2009
  20. 20. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 20 27 46 45 15 6 43 45 18 45 18 30 38 36 27 8 57 23 59 27 65 Overall Android BlackBerry Symbian Windows Mobile Online Browsing Online Apps Calls & Messaging Offline Minutes Total Time (mins) 157 193 122 145 59 ONLINE APPS ARE A MEANS TO REACH INDIAN ANDROID & SYMBIAN USERS Smartphone Usage by OS Time spent per day (min) Source: Nielsen Informate Mobile Insights, India panel
  21. 21. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 21 Day starts 5:29 am with Browser Day ends 11.12pm with Incoming Call Usage in period 0.75 hrs 1.5 hrs 0.5 hr 1 hrs 2 hrs 5-8 am 8-12 noon 12-4 pm 4-8 pm 8-12 midnight Baby GO! Baby GO! Bejeweled Twist Blocked Traffic Free Browser Browser Browser Browser Browser Call Call Camera Connect Four Connect Four Daily Horoscope Messages Messages Messages Messages Messages Blackberry Media Player Voice Dialer Video Recorder 1 KNOW WHEN TO SPEAK TO YOUR CUSTOMERS USER PROFILE Age 36 Gender F Income 35-59K Region Mumbai Device BB Torch 8900 Source: Nielsen Informate Mobile Insights, India panel
  22. 22. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 22 Promote products via streaming video websites or Invest in YouTube video strategy 1 in 3 people access Video Streaming content and 1 in 4 access Mobile TV content 2 FIND A NEW WAY TO REACH YOUR CUSTOMERS Source: Nielsen Informate Mobile Insights, India panel
  23. 23. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 23 Understand which app to advertise on or create content for nexGTV app users spend almost 5 minutes a day on the app which is far higher as compared to the users of any other TV app 3 NOT ALL APPS ARE EQUAL - REACH & USAGE Source: Nielsen Informate Mobile Insights, India panel
  24. 24. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 24 TOP MOVING APPS June Sept Nov Android market 82 92 95 Facebook app 55 69 66 Google Search by voice app 31 42 47 Talking Tom Cat app 19 30 28 Live wallPaper app 21 21 25 Saavn Music app 16 20 30 Google+ app - 12 10 News Hunt 15 8 10 TOP MOVING APPS June Sept Nov Facebook app 68 76 71 Google Search by voice app 30 38 41 Talking Tom Cat app 18 28 25 Skitch app - 0 10 Google+ app - 12 10 Layar Reality Browser 16 10 10 Twitter App 12 12 9 P P Promote products on “Saavn” and “Skitch’ apps. Exclusive tie up with winning apps. Top moving App on Android in the last 3 months ‘Saavn’ and ‘Skitch’ 4 CATCH ‘WINNERS’ EARLY Source: Nielsen Informate Mobile Insights, India panel
  25. 25. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 2525 LEARNINGS IT’S NOT JUST THE APPS IT’S THE PANELS 1+1 is >2 INTEGRATION IS KEY LEVERAGING THE DATA: AN (UN)EXPECTED JOURNEY BEYOND THE COMFORT ZONE: BELIEVE IN FUSION
  26. 26. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 26 CAPITALIZE ON THE MAGIC OF MOBILE TO GET EVEN CLOSER TO CONSUMERS • WHAT CONSUMERS DO: Unlocking more of the customer journey • WHAT THEY WATCH: Harmonization of cross-platform measurement • WHAT THEY BUY: In home & Out of Home Purchases
  27. 27. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 27 Thank you Adrian Tan Email: adrian.tan@nielsen.com Twitter: AdrianTanKL
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