ZOKEM 360° INSIGHTS™         Interpreting the Mobile Audience – Case Study from the USInterpreting Life
ZOKEM VISION                                                                Zokem uses                            Measure ...
With Zokem You                          COMPLETE VIEW Get Access to   Consumer’s                                  Life Pat...
ON-DEVICE METERS: 51 OBSERVERS    DEVICE                                                              SOCIAL              ...
Apps combined make up to 585 monthly usage minutes, web usage is             about 42% lower in terms of daily engagement ...
Voice call, browsing and SMS & MMS have extensive user penetration                             and significant facetime   ...
Email, gaming, music and video content is consumed more using native apps;                    News is the most popular con...
Finance, news, search and social sites are accessed by >70% of browser users                                              ...
Google web site is visited by 86% of browser users                  Top mobile Internet domains – percentage of browser us...
Wifi is only 13% of mobile data usage – data plans drive significant usage               Mobile data usage – Wifi users vs...
KEY BENEFITS OF ON-DEVICE METERINGPassive metering – no questionnaires or interaction neededPanel-based – no shortcomings ...
CONTACT Zokem helps strategic partners from the wireless and media industries to better monetize on user data by providing...
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Interpreting the Mobile Audience – Case Study from the US' - Zokem (MoInterpreting the Mobile Audience – Case Study from the US' - Zokem (Mobile Research Conference 2011)

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Providing a 360-degree view on the mobile medium with on-device measurements: a case study with music copyright society teosto. The goal of this ongoing study is to overcome some of the limitations of the current industry standard for mobile audience measurement and to understand how people engage with mobile media both online and offline, what services and content are consumed and where, how consumption changes based on different contexts, and how consumption changes over time.

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Interpreting the Mobile Audience – Case Study from the US' - Zokem (MoInterpreting the Mobile Audience – Case Study from the US' - Zokem (Mobile Research Conference 2011)

  1. 1. ZOKEM 360° INSIGHTS™ Interpreting the Mobile Audience – Case Study from the USInterpreting Life
  2. 2. ZOKEM VISION Zokem uses Measure Monitor smartphones toEvery Day Life open a window into people’s daily life, Analyze Benchmark using passive on-device measurements and Actions on-the-spot interaction to interpret consumer behavior and MOBILE MEDIA TRACKER™ mobile Is everywhere where consumers go consumption 24/7
  3. 3. With Zokem You COMPLETE VIEW Get Access to Consumer’s Life Patterns & EmotionsLife both Online and Offline Mobile Internet Media & Music A Full 360°View on Consumers Device & Technical data Communications 24/7 Access to People’s Context, Behavior and Movements Applications Opinions & Places
  4. 4. ON-DEVICE METERS: 51 OBSERVERS DEVICE SOCIAL MEDIA • Device features • Calls • Music • Applications • SMS • Video • Camera • MMS • Radio • GPS • Email applications • Gallery • Calendar usage • Social networking • Youtube • Games • Webmails • Imaging • App stores LIFE • Instant messaging • Search • Application installations • Meetings • VoIP • Mobile TV • Maps and navigation • Movements • User interface activity • Sleeping • Keypresses • Wake-ups INTERNET • Roaming • Travels • Search words • Charging • Status • Data applications • Battery & power • Streaming • Memory usage • Wifi • File systems & storage CONTEXT & NETWORKS • Web browsing • USB • Profile changes • URL click-streams • Locations • Page facetime • In-building locations • Throughputs • Nearby people • Page visits• NO IMPACT ON BATTERY LIFE OR DEVICE SPEED • Signal strengths • Browsing content types• DATA SENT PERIODICALLY TO OUR SERVERS • Dropped calls • Data volumes • Network technology • Network access technologies • Coverage • Session-level statistics • Accelerometer
  5. 5. Apps combined make up to 585 monthly usage minutes, web usage is about 42% lower in terms of daily engagement Smartphone usage activity per categoryAvg. Minutes perUser per Month 800 770 700 669 600 585 500 -42% 400 341 300 200 100 0 Messaging Voice Apps (excl Web voice, messaging, browser)
  6. 6. Voice call, browsing and SMS & MMS have extensive user penetration and significant facetime Applications & Device FeaturesAvg. usage days / month Reach, frequency, engagement 30 voice call 25 SMS&MMS 20 email messaging browsing LBS clock 15 search gaming social networking general commerce weather productivity camera 10 voip calendar music online IM sports utility general music appstore news maps 5 portal security calculator video online photo and video push-to-talk entertainment general adult video 0 % used 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 Size of bubble = Average face time per user per month
  7. 7. Email, gaming, music and video content is consumed more using native apps; News is the most popular consumed content over web Smartphone usage - web-based usage vs. app usage 100 Share of panelists 80 used these 74 80 categories of 49 51 60 native apps % 37 35 35 40 12 20 Apps 0 0 news search social commerce gaming email adult music video networking content online online 0 4 0 11 20 23 21Mobile 40 Web 60 77 74 80 Share of browser users used these 92 91 100 web-based apps %
  8. 8. Finance, news, search and social sites are accessed by >70% of browser users Web BrowsingAvg. usage days / month Reach, frequency, engagement 10 social networking general search 8 adult entertainment news email messaging commerce 6 gaming entertainment general finance & company 4 web sites portal security religion education sports 2 appstore voip music online utility general % browser 0 users 0 10 20 30 40 50 60 70 80 90 100 Size of bubble = Average page hits per user per day
  9. 9. Google web site is visited by 86% of browser users Top mobile Internet domains – percentage of browser users % Weekly users Tried but not active usage google 86 facebook 69 wikipedia 41 yahoo 36 amazon 29 youtube 23 go 16 usablenet 15 about 13 twitter 13 weather 13 cnn 12 craigslist 12accuweather 11 aol 11 bit 11 blogspot 11 quickoffice 11 imdb 10 yelp 10 ebay 9
  10. 10. Wifi is only 13% of mobile data usage – data plans drive significant usage Mobile data usage – Wifi users vs. Cellular users (data volumes)Avg. MB/user/ Avg. MB/user/ month Wifi month 120 118 767 800 13% 100 Wifi Cellular 600 80 381 400 60 40 31 141 200 20 2 87% 0 0 25% 50% 75% Cellular 25% 50% 75% percentile percentile percentile percentile percentile percentile Total traffic volume breakdown in the panel
  11. 11. KEY BENEFITS OF ON-DEVICE METERINGPassive metering – no questionnaires or interaction neededPanel-based – no shortcomings of web/server/gateway logs 360-degree view – no gaps in behavioral tracking
  12. 12. CONTACT Zokem helps strategic partners from the wireless and media industries to better monetize on user data by providing actionable 360-degree insights on consumer behavior with on-device measurements. Zokem – Interpreting LifeCHECK OUT SOME OF OUR INSIGHTS:http://www.zokem.com/category/mobile-insights/

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