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Measuring the Moving Screen: The Future of Tablet Measurement

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A presentation entitled Measuring the Moving Screen: The Future of Tablet Measurement, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A presentation was ...

A presentation entitled Measuring the Moving Screen: The Future of Tablet Measurement, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A presentation was given on the profile tablet users as well as the findings regarding ad effectiveness on iPads vs iPhones and other devices. The presentation was given by Matt O’Grady- EVP, Media Audience Measurement at The Nielsen Company.

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    Measuring the Moving Screen: The Future of Tablet Measurement Measuring the Moving Screen: The Future of Tablet Measurement Presentation Transcript

    • Measuring the Moving Screen:The Future of Tablet MeasurementEmerging Hot Topics Part I – #1 Matt O’Grady EVP, Media Audience Measurement The Nielsen Company
    • Appliances in a Household All are additive to one degree or another #ARFAM6
    • Measurement of TV on iPad Could Bethe Hottest Topic in the Industry… #ARFAM6
    • The New Second Screen Everyone wants an iPad…meter – Media companies, device manufacturers, & mobile operators iPad success – 15 million globally – iPad 2 & its lower price point Sample Characteristics – iPads Collection process complex & layered, estimate we’re approximately 30% complete 577 iPads identified in 475 homes thus far Representing a penetration of 2.3% (which we expect to grow) – Macs Currently have 566 Macs metered Expect first complete recruitment of the panel by end of summer #ARFAM6
    • When Will TabletsImpact the Ratings? #ARFAM6
    • Substitution Effect Stronger forOther Devices After Tablet Purchase 35% 32% Less often or not at all 27%Q69: Below is the list of connected devices that you own.You indicated that you purchased a (primary device). 25%Since purchasing your (primary device), how has your usageof your other connected devices changed?New Tablet Purchasers who also own a: eReader (n=348), Media Player (n=531), Smartphone (n=625) Netbook (277), Desktop (n=805), Laptop (n=792), Gaming Console (n=558), Portable Gaming Console (n=340), GPS (n=673), Internet-toTV (n=286), Internet Connected TV (255) #ARFAM6
    • Profile of a Tablet Owner iPad owners skew younger and male iPads owners spent 98% list the home as 2.7 more time with their primary locationcontent on their device for use than iPhone owners 56% connect When at home 49% their Tablet to the primarily use the device in internet via Wi-Fi the living room only 70% of Tablets are used when watching TV #ARFAM6
    • Tablet Use Case Great Future Insufficient Personal Video Companion Phone calls screen Personal Family / casual gaming Universal Social viewing remote of TV Magazines Productivity Books #ARFAM6
    • Consumers Are Eager to Purchase Tablet Likely to Purchase in the Next 3 Months Tablet Intenders (n=1,423) Apple iPad (3G + Wi-Fi) 48% Apple iPad (Wi-Fi Only) 23% Samsung Galaxy Tab 13% Motorola 10% BlackBerry 7% HP 6% Sony 6% Dell Streak 4% Acer 3% 14% of LG 3% Tablet Lenovo 2% Intenders Panasonic 2% already own Toshiba 2% one or more Archos 1% Tablets Asus 1% Nokia 1% Other 1% Dont Know 12%Q20: You indicated that your household will likely purchase a Tablet in the next 3 months. Which of the following Tablet brands do you plan to purchase? #ARFAM6
    • App Users Show High Willingness to Pay for Media Content Attitudes Towards Media Content Pricing Bought Media Content: Accessed Media Content: Sports (n=279), Streaming Radio (n=261), Downloaded music (n=1,015), Magazines (n=340), Books (n=925), Movies (n=392),TV shows (n=307), News (n=449) News 29% 55% 8% 8% TV Shows 20% 59% 16% 6% Movies 15% 54% 24% 8% Books 13% 61% 24% 3% Magazines 24% 51% 17% 8% Downloaded Music 17% 64% 17% 2% Streaming Radio 29% 56% ` 9% 5% Sports 27% 54% 13% 6% Content is priced low Content is expensive but I buy it Content is priced appropriately Content is too expensive and I would not consider buying it againQ80: Here is a list of statements regarding the price of media content that you buy. Considering your purchase of each content type, please choose one statement that indicates your reaction to pricing of media content. #ARFAM6
    • Tablets Owners Are Receptive to Advertising Attitudes Toward Ads by Device Connected Device Owners who Recall Seeing Ads in the Past Year (n=6,128) 51% 49% 49% 42% 42% 43% 43% 40% 40% 38% 37% 35% ` 30% 30% 31% 30% 28% 27% 26% 26% Advertising on this connected device is I dont mind ads on this device as long I am open to ads on this device if it I do not like to see any ads at all on this acceptable as it does not disrupt my data activities lowers my monthly bill connected device Tablet eReader Portable Media Player Smartphone NetbookQ93: Below is a list of statements that best describe how different people may feel about advertising on various connected devices. Please select which of your connected devices these statements are applicable to. You can choose one, all or none of these devices. #ARFAM6
    • High Production Value IncreasesAd ReceptivityI am more likely to look at ads if they 39% 40% have an interesting video 49% I enjoy ads that have interactive 27% 26% features 46% I am more likely to click on ads that 25% 25% are simple text ads 40%Ads on my connected device are new 19% 20% and interesting 39% I like to see what ads can do on a 19% 23% connected device 37% All Connected Devices Applie iPhone Apple iPad #ARFAM6
    • What’s Next in Measurement?Integrate Nielsen Audio Watermark Detection in TV Apps #ARFAM6