1. Moving mobile
The Measurement of Smartphones
Jens Barczewski, Managing Director Client Services Germany, nurago
In Cooperation with GfK Panel Services, Advanced Business Solutions (ABS)
Innovation – Insights – Interaction
Jens Barczewski nurago GmbH

2. 1987
1988
1989 Harri Holkeri, then prime minister of
Finland, makes the world's first GSM
1990
call on July 1, 1991, from a car phone
1991 in Helsinki.
1992 [http://read.bi/lRdSHm]
1993
2013
2014 over 7.1b connected mobile devices,
2015 including machine-to-machine (M2M)
2016 modules, approximately equal to the
world population (7.2b).
2217
[CISCO Visual Networking Index: Global Mobile
2018 Data Traffic Forecast Update, 2010-2015 –
2019 http://bit.ly/jtZSsP 110207]
Innovation – Insights – Interaction
Jens Barczewski nurago GmbH

3. There is no mobile Web.
part of this illustration via slideshare, http://cdn.slidesharecdn.com/pragmatic-responsive-
There is only The Web,
which we view in
different ways.
design-110912113912-phpapp01
There is also no Desktop Web…
or Tablet Web.
Innovation – Insights – Interaction
Jens Barczewski nurago GmbH

4. Online Planning
Share of total duration Smartphone Usage
12%
Mobile vs. Desktop Data 43%
among Smartphone User in % of all Online Usage
in the MEP % 57%
88%
Duration Desktop Usage Duration Smartphone Usage Desktop Usage Smartphone Usage
Base: Mobile app or URL user 03/2012 N=266
Innovation – Insights – Interaction
Jens Barczewski nurago GmbH

5. Mobile usage takes a bite of the media cake.
http://bit.ly/zDIo0I Dassis Dreamworld
Innovation – Insights – Interaction
Total mobile market UK:
Jens Barczewski nurago GmbH
£203.2m in 2011 up from £83m in 2010

6. Crossmedia Usage
06.11.2011 20:15 – 23:05 23:05 – 0:55
Peter watches on Peter watches on
TV
 Peter: Misses TV
advertising as he
is focused on
conspiracy theory!
Peter Starts Searching
Armin Mueller Stahl Fischerring
MOBILE
Camerlengo Illuminati
Davinci Code The International
Amt für liturgische
Feiern des Papstes Sakrileg ….
Konklave
Akklamation The Tournament
Wahlverfahren
Innovation – Insights – Interaction
Jens Barczewski nurago GmbH

7. Crossmedia Usage
Ø min. per user/ 1525,9 81,5 11,1 150,0 9,6 10,6
month  Games like Angry
Share % Birds are most likely
to be played while
65%
84%
77%
85%
watching TV.
86% 89%
 Wikipedia mobile
usage seems to be
35%
23% triggered by TV.
14% 11% 16% 15%
Mobile Angry birds Amazon Facebook Wikipedia Youtube Mobile usage only
Base: Mobile app or URL usage total mobile usage mobile usage mobile usage mobile usage mobile usage
user 03/2012 N=176
Parallel usage TV/Mobile
Innovation – Insights – Interaction
Jens Barczewski nurago GmbH

8. The mobile ecosystem
is fragmented.
Mobile Devices become the
remote control of our lifes.
Innovation – Insights – Interaction
Jens Barczewski nurago GmbH

9. Complexity of media
fragmentation and mobile
needs a new type of
multidimensional
research.
Innovation – Insights – Interaction
Jens Barczewski nurago GmbH

10. Measuring Mobile
Internet Usage
Applications start/terminate, foreground/background, install/uninstall
Internet URLs visited
Device and System device switch on/off, idle screen visible/invisible, change
ringtone
Voice calls initiated/received, duration
SMS, MMS, E-Mail sent/received
Network, Bluetooth,W-LAN connection status, signal strength
Offline media song/video start/stop, picture/video taken
Personal Information Manager add/modify/delete contact/appointment/to-do
Memory available storage, change memory card
Battery power level, charging status
Keys key press, key lock
Q3/ 2012
Innovation – Insights – Interaction
Jens Barczewski nurago GmbH

11. Digital Audience Tracking –
www.wired.com/.../epicenter/2011/01/nytimes.jpg
creating value from data
 GfK’s ambition is to become a leading supplier of digital consumer
intelligence.
 To this end, GfK’s digital audience tracking services provide robust and
mobilemarketingwatch.com
independent audience measurement currencies across TV, digital print, online
and mobile media.
 Clients use these services to measure the size and profile of audiences across
platforms.
Optimising the planning and buying of commercial inventory
to improve the efficiency, effectiveness and return on investment of brand
communication across all digital media.
Innovation – Insights – Interaction
Jens Barczewski nurago GmbH

12. Thank you!
Innovation – Insights – Interaction
Jens Barczewski nurago GmbH