Liam corcoran arbitron - mml 2012

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Liam corcoran arbitron - mml 2012

  1. 1. ARBITRON MOBILEINTERPRETING APP BEHAVIOUR THROUGH THE EYES OF THE MOBILE CONSUMER Liam Corcoran Arbitron Mobile liam.corcoran@arbitron.com© 2012 Arbitron Inc.
  2. 2. ARBITRON MOBILE COMPANY FACTS• Arbitron Mobile (part of Arbitron Inc., a leading US media and marketing research firm) is the market leader in mobile, tablet and PC audience measurement and analytics• Arbitron Mobile provides a 360” view of the connected consumer through it’s global opt-in based on-device metering, syndicated and custom, panels in Americas, Asia-Pacific and Europe• Arbitron Mobile effectively study how much, why, where and when people access content across 3 screens to deliver key insights into consumer behaviour, product insights, and provides competitive insights © 2012 Arbitron Inc. 2
  3. 3. OUR VALUE PROPOSITIONOur on-device metering tool that The collected data is convertedcaptures comprehensive sets of into statistics and actionabledata to interpret the world’s largest analytics to create customisedmass medium — online — which reports that provide you with keytoday means Mobile, Tablets and insights to be transformed intoPCs. business actions © 2011 Arbitron Inc. 3
  4. 4. IT’S TIME FOR A USER- CENTRIC APPROACH How it works Life Patterns & Consumer Mobile Internet & Profiles Advertising•Passive measurements via mobilemetering apps Media & Music•App is downloaded by Opt-in panelistsrecruited through email or SMS Communications What you receive & Social Media• Clients have access to consumers’ 24/7 context, behavior and opinions Device &• Complete online, offline and Network Wi-Fi device usage tracking•360°insights on what the consumer Movementsdoes with device & Places Applications & Properties © 2012 Arbitron Inc. 4
  5. 5. COVERING MAJOR OPERATING SYSTEMS AND DEVICES ON AND OFFLINE• Multiple operating systems • Android • BlackBerry • iOS • Symbian• Hundreds of service providers• Multiple ways to use the device• Online behavior (WiFi, cellular)• Off-network behaviour• Face-time and engagement Arbitron Mobile’s solution addresses all © 2012 Arbitron Inc. 5
  6. 6. MOBILE APPLICATIONS
  7. 7. BRANDS WHICH ARE CATCHING THE CONSUMERS EYE Reach (Mo) Engagement Frequency Reach (Mo) Engagement Frequency Application (Monthly (Per User. In (Avg. Usage Days Website (Monthly (Per User. In (Avg. Usage Days Users %) Minutes/Mo) In Mo.) Users %) Minutes/Mo) In Mo.)1 Facebook 77.2 355.9 20.1 1 Google 90.4 N/A 16.72 Youtube 45.3 112.5 5.3 2 Facebook 68.7 419.2 10.93 Ebay 41.3 92.0 10.3 3 Twitter 35.4 37.0 4.84 Whatsapp Messenger 31.5 166.6 12.8 4 BBC 29.0 131.8 6.15 Twitter 30.8 220.0 13.0 5 Youtube 25.2 40.1 3.66 Google 25.1 11.0 5.0 6 Wikipedia 23.2 50.6 4.17 Gmail 23.4 40.2 12.1 7 Yahoo 21.7 217.5 4.98 Facebook Messenger 23.0 52.8 8.6 8 Ebay 19.1 100.2 4.29 Paypal 19.5 8.3 4.6 9 Amazon 19.0 55.5 3.610 Google Maps 19.3 12.8 2.4 10 Hotmail 14.7 192.7 7.211 Cooliris 15.9 25.7 8.0 11 Dailymail 11.6 61.6 3.612 Amazon Mobile 15.8 22.8 4.3 12 Tesco 9.9 29.4 3.313 Drawsomething 15.8 50.8 6.5 13 National-lottery 9.4 72.8 4.914 Skype 13.6 41.5 5.6 14 Argos 9.4 42.6 3.115 BBC News 13.3 80.8 10.7 15 Blogspot 9.0 16.7 2.616 BBC iplayer 11.6 35.3 3.0 16 Guardian 8.8 39.1 3.017 Instagram 11.6 87.8 7.8 17 IMDb 8.2 30.0 2.518 Android Voicesearch 10.8 0.6 2.0 18 London2012 7.8 70.2 4.019 Groupon 10.4 12.6 5.1 19 Moneysavingexpert 7.7 77.4 3.420 Wordswithfriends 9.7 156.3 10.9 20 Accuweather 7.5 91.3 7.4 Arbitron Mobile Index Report, August 2012 © 2012 Arbitron Inc. 7
  8. 8. 10 OUT OF THE TOP 20 ADD-ON APPS HAVE STAYED CONSISTENT OVER THE LAST 4 QUARTERS Reach Reach Reach Reach (mo) (mo) (mo) (mo) Application Application Application Application Q4/11 Q1/12 (monthly Q2/12 Q3/12 (monthly users (monthly (monthly users %) %) users %) users %) Facebook1 67.3 Facebook 68.2 Facebook 72.2 Facebook 77.2 Ebay2 29.6 Ebay 31.7 Youtube 41.8 Youtube 45.3 Youtube3 26.8 Youtube 30.8 Ebay 36.9 Ebay 41.3 Twitter4 25.9 Twitter 27.3 Twitter 34.3 Whatsapp Messenger 31.5 Google5 21.5 Google 25.7 Google 29.0 Twitter 30.8 Whatsapp Messenger6 14.9 Whatsapp Messenger 18.4 Whatsapp Messenger 25.7 Google 25.1 Amazon Mobile7 11.0 Amazon Mobile 15.3 Drawsomething 21.2 Gmail 23.4 Skype8 11.0 Mobileprofile 13.9 Amazon Mobile 17.5 Facebook Messenger 23.0 BBC News9 10.8 Paypal 12.4 BBC News 15.6 Paypal 19.5 Paypal10 10.0 BBC News 12.2 Paypal 12.9 Google Maps 19.3 Mobileprofile11 9.8 MSN 11.0 Cooliris 10.9 Cooliris 15.9 Angry Birds12 7.8 Skype 10.0 Skype 10.8 Amazon Mobile 15.8 İMDb13 7.4 IMDb 8.2 MSN 10.6 Drawsomething 15.8 Nectar14 7.3 TV Guide 8.2 Met Office 10.0 Skype 13.6 © 2012 Arbitron Inc. 8 Cooliris15 7.2 Cooliris 7.9 Instagram 9.8 BBC News 13.3
  9. 9. BUT ONCE THEY HAVE BEEN DOWNLOADED, ARETHEY EASILY FORGOTTEN? © 2012 Arbitron Inc. 9
  10. 10. AND WHEN CONSUMERS HAVE THE CHOICE, WHICH METHOD IS THE WINNER Engagement Engagement Mobile Application (Per User. In Mobile Website (Per User. In Minutes/Mo) Minutes/Mo) 1 Youtube 112.5 ✔ Youtube 40.1 ✗ 2 Yahoo Mail 74.4 ✗ Yahoo 217.5 ✔ 3 Voucher Codes 4.6 ✗ Voucher Codes 5.6 ✔ 4 Vodafone 4.5 ✗ Vodafone 58.3 ✔ 5 Twitter 220.0 ✔ Twitter 37.0 ✗ 6 Three 7.8 ✗ Three 80.8 ✔ 7 Thetrainline 10.9 ✗ Thetrainline 28.7 ✔ 8 Tesco Groceries 15.6 ✗ Tesco 29.4 ✔ 9 T-mobile 7.6 ✗ T-mobile 48.2 ✔ 10 Skysportnews 60.4 ✗ Skysports 118.0 ✔ 11 Skygo 42.7 ✗ Sky 53.0 ✔ 12 Sainsburys 5.5 ✗ Sainsburys 60.1 ✔ 13 Rightmove 39.3 ✗ Rightmove 65.6 ✔ 14 Quidco 17.5 ✗ Quidco 29.3 ✔ 15 Paypal 8.3 ✗ Paypal 28.9 ✔ 16 Orange 7.0 ✗ Orange 119.2 ✔ 17 O2 6.5 ✗ O2 144.7 ✔ 18 Natwest 20.7 ✗ Natwest 39.6 ✔ 19 National Lottery 9.9 ✗ National-Lottery 72.8 ✔ 20 Linkedin 8.1 ✗ Linkedin 9.5 ✔ 21 ITVplayer 27.9 ✗ ITV 44.5 ✔ 22 IMDb 25.7 ✗ IMDb 30.0 ✔ 23 Gumtree 31.9 ✗ Gumtree 241.5 ✔ 24 Groupon 12.6 ✗ Groupon 34.8 ✔ 26 Facebook 355.9 ✗ Facebook 419.2 ✔ 27 Ebay 92.0 ✗ Ebay 100.2 ✔ 28 Channel 4 76.9 ✔ Channel 4 18.2 ✗ 29 BBC 80.8 ✗ BBC 131.8 ✔ 30 Asda 14.5 ✗ Asda 26.0 ✔ Arbitron Mobile Index Report, August 2012 © 2012 Arbitron Inc. 10
  11. 11. WHERE SHOULD YOUR FOCUS BE, IPHONE, ANDROID OR ACROSS ALL PLATFORMS? Arbitron Mobile Index Report, August 2012 © 2012 Arbitron Inc. 11
  12. 12. ARE YOU LIKELY TO REACH YOUR TARGET MARKET THROUGH APPS OR THE MOBILE WEB? Arbitron Mobile Index Report, August 2012 © 2012 Arbitron Inc. 12
  13. 13. AND WHEN ARE CONSUMERS LIKELY TO ENGAGE WITH APPLICATIONS – IN THE WEEK…… Arbitron Mobile Index Report, August 2012 © 2012 Arbitron Inc. 13
  14. 14. ……..OR ON THE WEEKEND? Arbitron Mobile Index Report, August 2012 © 2012 Arbitron Inc. 14
  15. 15. ARBITRON MOBILE Liam Corcoran Arbitron Mobile Email: liam.corcoran@arbitron.com© 2012 Arbitron Inc.

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